Stakeholder Practices and Marketing Constraints in the Apple Supply Chain: A Study of Shimla and Kullu Districts
Published by: Admin
Authors: Anjali, J.S. Sonnad and G.M. Hiremath
Abstract
Apple is a major temperate fruit crop that plays a crucial role in sustaining the horticultural economy of the north-western Himalayan region. In this context, the present study examines the structure and functioning of the apple supply chain in Shimla and Kullu districts of Himachal Pradesh, with a focus on stakeholder practices, marketing channels and constraints encountered during marketing. Primary data were collected from 120 apple growers and 100 market intermediaries through a multistage sampling approach and Garrett’s ranking technique was employed to identify and prioritize the key constraints faced by stakeholders. The findings reveal that apple marketing is predominantly routed through APMC mandis, with almost all growers relying on the commission agent-led marketing system, while alternative channels such as direct sales to traders, processors and corporate retailers exist but remain limited and selectively adopted. The study further highlights variations in operational roles across different actors in the supply chain, particularly in activities such as handling, grading, packaging and storage, which significantly influence cost distribution and overall marketing efficiency. Constraint analysis indicates that financial issues, especially delayed payments along with market-related risks such as price fluctuations and infrastructural limitations including inadequate cold storage, market facilities and poor connectivity are the most critical challenges affecting supply chain performance, while demand-side uncertainties at the retail level and operational delays at intermediary stages further exacerbate inefficiencies. Overall, the study emphasizes the need for strengthening institutional mechanisms, improving post-harvest and market infrastructure, enhancing coordination among stakeholders, promoting digital market integration and ensuring transparency in transactions to improve supply chain efficiency and enable better income realization for apple growers.