Cultivating Prosperity: Analyzing Marketing Challenges Encountered by Pomegranate Farmers in Tumkur District

Abstract

This study presents an overview of the demographic characteristics and marketing practices of pomegranate farmers in Tumkur District, Karnataka, India. Data was collected through surveys and interviews conducted among male and female farmers, with a focus on age, landholding, education, income, and marketing practices. The findings reveal a predominantly young farming population, with the majority falling within the 31-45 years age group. The data also shows that both male and female farmers mainly possess small landholdings, typically between 2-5 acres. This suggests a prevalence of smallholder farming in the region. Regarding education, while primary education is the most common level of education among both genders, there is a significant portion of female farmers with no formal education, indicating potential disparities in educational opportunities between genders. Income distribution analysis indicates that the majority of farmers earn between INR 20,000 - 30,000 per month, with male farmers slightly earning more than their female counterparts. Analysis of marketing practices reveals a preference among both male and female farmers to sell their produce locally, with direct selling to consumers being more common among female farmers. Meanwhile, male farmers tend to engage more with wholesalers. The study also highlights a relatively low usage of online platforms for sales among both genders, suggesting an area for potential improvement in leveraging technology for marketing. This study provides valuable insights into the demographic profile and marketing practices of pomegranate farmers in Tumkur District, which can inform policy interventions and agricultural development programs.