author(s)
Himmat Singh and Mukesh Maurya

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