Copy of Marketing Cost.xlsx

Honey bee rearing plays a dual role in agriculture by enhancing crop yield through pollination and providing income from honey and its by-products. This research looks into the honey supply chain in Gujarat and suggests the best ways to market honey. The study also highlights the hurdles that the beekeepers face when they try to branch out their product line. A descriptive survey was conducted with 50 beekeepers and 10 intermediaries using purposive sampling. Data were analyzed using Garrett Ranking, Likert Scale, and Acharya & Agarwal’s Modified Marketing Efficiency method. The study identified five key marketing channels, among which direct sales from producer to consumer (Channel I) emerged as the most efficient, offering beekeepers 94% of the final price. In contrast, export channels yielded only 10.24% of the consumer’s rupee. Despite the profitability of value-added products like royal jelly and bee venom, constraints such as lack of skilled labour, short shelf life, and the absence of defined markets hinder diversification. The study recommends targeted interventions, including training, improved technology, product standardization, and policy support, to enhance beekeepers' income and market position. Strengthening farmer collectives and direct marketing infrastructure can further improve efficiency and sustainability within the honey value chain in Gujarat.