Post-harvest profile of red gram - Agmarknet

v) Producer ➙ Wholesaler ➙ Dal Miller ➙ Wholesaler ➙ Retailer ➙ Consumervi) Producer ➙ Commission Agent ➙ Dal Miller ➙ Wholesaler ➙ Retailer ➙ ConsumerB) Institutional marketing channel:Some institutions have been entrusted with marketing activities of Red gram likeNational Agricultural Co-operative Marketing Federation of India Limited (NAFED). NAFED isthe nodal agency for procuring Red gram for providing minimum support prices to the farmersfor their produce. The main institutional marketing channels for Red gram are as under:Producer ➙ Procuring Agency ➙ Dal Miller ➙ ConsumerProducer ➙ Procuring Agency ➙ Dal Miller ➙ Wholesaler ➙ Retailer ➙ ConsumerProducer ➙ Procuring Agency ➙ Dal Miller ➙ Retailer ➙ ConsumerCriteria for selection of channels:Following criteria should be considered in selecting a marketing channel:1. The channel, which ensures the higher share to producer and also provides cheaper priceto consumer, is considered as the most efficient channel.2. The shorter channel having lesser market cost.3. Avoid the longer channel with more intermediaries causing higher marketing costs and lessproducers’ share.4. Select the channel which distributes the produce appropriately at least expenses andsecure the desired volume of disposal.38