LAUSR

Aim: The study aimed at analyzing both the production and marketing aspects of Moringa oleifera. The main objective of this study was to analyze price and cost along the existing marketing channels of Moringa, and identify the most efficient channel. The study also sheds light on factors that affect the choice of market channel for Moringa marketing. Methodology: Tiruppur district of Tamil Nadu was selected for the study based on Moringa area and production statistics. Nonprobability sampling technique was used to select the sample respondents. The sample consisted of 40 Moringa farmers and 35 market intermediaries (10 Local traders/Commission agents, 10 Wholesalers, 5 Processors and 10 Retailers). Conventional analysis using percentage; price spread along the chain was estimated by calculating farmer’s net price, marketing margin and farmer’s share in consumer’s rupee; technical efficiency of the farmers were measured using Data Envelopment Analysis (DEAP software version 2.1). Results: Moringa was the most cultivated crop as it was drought tolerant and generated higher profits. About 50 percent of farmers operated in a technical efficiency range greater than 0.90 and, technical efficiency varied substantially between 0.67 and 1.00, with a mean technical efficiency of Original Research Article Kavithambika et al.; AIR, 21(9): 89-97, 2020; Article no.AIR.60218 90 0.89. Majority of the farmers preferred selling their produce to local traders and the reason for preferring that channel was it saved their time. Marketing Margin of processors were the highest. Conclusion: Farmers can sell their produce directly to the retailers, as it was found to be the most efficient channel. Farmers could be better educated through government aided consultancy services and these consultancy firms and farmers associations, could work together. Price fluctuation presents a favorable climate for value addition processes in the study area and processors can expand the existing small-scale activities to meet out the demand.