A Qualitative Study of Marketing Channels for Organic Packaged Kala Namak Rice in Siddharth Nagar District of Uttar Pradesh

Abstract

Purpose: The objective of the study is to identify current marketing channels for organic packaged Kala Namak rice in Siddharth Nagar and assess their efficiency in promoting and distributing the product. It aims to investigate the role of intermediaries in various channels, as well as their influence on product price and availability. Furthermore, the study aims to better understand the major problems that stakeholders, such as farmers, merchants, and consumers, encounter while using these channels.
Method: In-depth interviews and focus group discussions with 35 participants, including farmers, wholesalers, merchants, and consumers in Siddharth Nagar, will be used in this study. Purposive sampling was utilized to make sure that all main stakeholders were represented. The data were evaluated thematically, with an emphasis on major issues such as channel efficiency, price dynamics, and logistical constraints.
Findings/ Results: The findings shows that the distribution of Kala Namak rice is dominated by conventional marketing channels, such as regional wholesalers and merchants, according to the research. These channels, however, often lack efficiency and have notable deficiencies in logistical assistance and pricing transparency. Due to farmers’ lack of knowledge and technical obstacles, direct-to-consumer channels—such as organic shops and e-commerce platforms—show promise for increased profitability but are underused. Major obstacles include inadequate infrastructure for appropriate packaging and branding, expensive shipping costs, and constrained marketing resources.
Conclusion: Organic packaged Kala Namak rice’s marketing channels must be optimized in order to reach its full potential as a premium product. Collaborative solutions, such as farmer cooperatives, may assist enhance access to direct-to-consumer channels while minimizing reliance on middlemen. Investment in digital platforms, as well as better logistics and branding infrastructure, is critical. By resolving these issues, marketing channels for Kala Namak rice may be improved, resulting in long-term advantages for farmers and fulfilling the rising demand for organic goods in urban markets.