Marketing Channels of Agroforestry Produce: A Case Study of the Central Narmada Valley Zone of Madhya Pradesh, India

Abstract

Background: Agroforestry enables both female and male farmers to diversify their income sources through the production of a wide array of products derived from trees, including forestry species and horticultural species, shrubs, crops, and often livestock within the agroforestry system, with improvements in the soil, water, environment, and biodiversity of the farm and the surrounding area. Aim: The aim of the study was to document the existing marketing channels for agroforestry produce in the Central Narmada Valley Zone of Madhya Pradesh, India. Methodology: A multistage random sampling was used to document information collected from respondents. The present study was conducted during the years 2021-2025 at the Central Narmada Valley Agroclimatic Zone of Madhya Pradesh, India. A total of 270 farmers of two districts, i.e. Narmadapuram and Narsinghpur of Madhya Pradesh, were selected through Multistage Random Sampling.  Farmers were interviewed using a pre-tested questionnaire.  Results: Based on the data analysis, farmers in selected zones were aware of agroforestry practices but lacked marketing facilities to sell products at remunerative prices. The study documented 13 marketing channels affected by product nature, market distance, transportation, landholding, produce quantity and quality, farmers' linkages with wholesalers, and other factors. Few farmers process raw materials into products and through advanced tools/technology such as WhatsApp, Facebook, and phone, and now they have adopted online transaction methods to sell their value-added products directly to consumers and obtain direct benefits. Medium-sized farmers sold grains through C-2 (19.3%), C-3 (10.2%), and C-7 (5.4%). A small number of them benefited from buy-back schemes for sugarcane and mango via C-8 (1.8%). The majority of farmers, 15.1 % sold timber, fuelwood, and small timber by C-10. The maximum utilised marketing channel was C-1 (23.5%), followed by C-2 (20.6%) and C-10 (11.6%). Presently, very few farmers (16.3%, a total of C-10 to C-13) harvest trees. Conclusion: The study concluded that the marketing channels used by farmers at the study sites were diverse and evolved into many channels to reach final consumers. By leveraging traditional markets, cooperatives, digital platforms, and government initiatives, farmers can enhance market access and achieve better economic returns.