Marketing Analysis of Apple Crop in High Hills of Himachal Pradesh

Apple crop is the predominant temperate fruit in the high hills of Himachal Pradesh (HP), India, primarily due to the ideal temperate climate of the region characterized by high altitude and significant snowfall. This study aims to examine the marketing aspects of apple crops in the high hills of HP, taking into account the complex nature of its marketing patterns. It emphasizes the importance of maintaining a cautious approach within the marketing channel, as any oversight can reduce prices and profits. Additionally, the study examines the arrival trends of apples in the Agricultural Produce Marketing Committee of HP. The findings reveal that the retail channel demonstrated the highest marketing efficiency, followed by the commission agent’s channel, suggesting that reducing the intermediaries in the channel contributes to enhanced marketing efficiency.