author(s)
Himmat Singh and Mukesh Maurya

abstract
This study\r\ninvestigates the marketing dynamics of hybrid pea (Pisum sativum) seed in\r\nSirohi district, Rajasthan, focusing on farmers’ socio-economic profile,\r\nmarketing channels, price spread, and constraints. Primary data were collected\r\nfrom 120 randomly selected pea-seed growers across two blocks using a multi-\r\nstage sampling design. Analytical tools included price spread analysis\r\n(producers’ share in consumer rupee), modified marketing efficiency (MME), and\r\nGarrett’s ranking for constraints. We identified three major marketing channels\r\nfor hybrid pea seed, with direct (farmer-consumer) and indirect (through intermediaries)\r\nroutes. The average producer’s share was higher in the direct channel (≈66-70%)\r\nthan in channels involving village traders and commission agents (≈50-60%).\r\nMarketing costs and margins constituted the remainder of the consumer price\r\n(e.g. ₹, respectively). The estimated marketing efficiency (MME) was highest\r\n(≈2.5) in the shortest channel. Farmers faced serious constraints: lack of\r\nmarket information, high commission charges, and poor transportation\r\ninfrastructure were ranked as the top three problems, echoing findings in other\r\nstudies. Comparative analysis with other regions (e.g., Himachal Pradesh) shows\r\nsimilar patterns of channel preference and constraints. We recommend\r\nstrengthening farmer-market linkages (e.g., direct marketing, digital platforms),\r\nimproving rural roads and storage, and providing market intelligence to enhance\r\nfarmers’ share and income in hybrid pea seed marketing.