Production and marketing system of orange in wokha district of Nagaland: An empirical analysis

The study attempts to analyse the production and market intermediaries involved in the entire marketing process of orange in Humtso village of Wokha District during the period 2013-14. For this, the data is collected from 50 respondents cultivating orange and 15 retailers and 7 wholesalers involved in moving the commodity were randomly selected. The respondents were further classified into three categories based on their size of cultivated area with 40% of the respondents in the holding size of 1.0-1.9 ha, followed by holding size 1 ha and 2.0-2.5 ha. The study found out that, after retaining 6.73% for home consumption and other purpose the producers are left with 93.27% as marketable surplus while the quantity actually marketed is 89.29%. Mishandling, spoilage and wastage due to poor economic storage facilities accounted about 4%. Channel II is prominent for marketing of orange. Net price received by producer is highest when sell directly to consumer (94.9%) then in channel II and III and channel I is resulted the most efficient channel (according to Shepherd’s and Acharya-Agrwal index) for marketing of orange in the study area. It further concluded area and production are the main determinants for increase marketed surplus while gift to friends and relatives, post-harvest loss and price are other variables indicating negative significance with the marketed surplus