International Journal of Agriculture Extension and Social Development

author(s)
Heena, DP Malik, Shubhi Singh and Nitin Tanwar

abstract
This study was designed to measure marketing efficiency in organic guava in Hisar district of Haryana state. The functionaries involved in marketing of organic guava were pre-harvest contractor, commission agent, wholesaler and retailer. The marketing efficiency of different marketing channels was worked out by using the three methods conventional method, shepherd’s method and Acharya’s method and the Acharya’s method was found the ideal measure of marketing efficiency and this method takes care of the limitations of the above two methods. In this method it has been emphasized that the farmer's share in consumer's rupee is a measure of marketing efficiency. The efficiency index revealed that channel-V was the most efficient of all marketing channels.