Kinnow is being widely cultivated in North-Western part of India comprising the states of Punjab, Haryana and Rajasthan. The analysis of 180 kinnow farmers of three districts of North Western India namely Fazilka and Bathinda districts of Punjab and Sirsa district of Haryana revealed the existence of several marketing channels for marketing of kinnow having varied efficiency levels. Contrary to the believe, the traditional marketing channels (TMC) offered 15 to 19% higher net benefit under the situation of price and yield risk associated with the farms. The efficiency of farms associated with strong value chain finance (TMC) is higher as compared to farms associated with the weak value chain finance comprising the emerging marketing channels (EMC). These facts explain the continued faith of farms in the TMC as revealed by the proportion of farms supplying their produce through different market channels. The study advocates the need for evolution of newer forms of marketing channels and also co-existence of all as each has its own merits and demerits. The study offers suggestions for strengthening of kinnow value chain so that all the stakeholders are benefited. The collectivization of farmers in the form of farmer producer organization, availability of technology from various governmental and non-governmental institutions, the effective implementation of e-marketing app, evolution of crop insurance scheme and price stabilization fund for risk reduction are strategies to improve the kinnow value chain.

中文翻译：

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kinnow的传统营销渠道真的不好吗？

Kinnow在印度的西北部（旁遮普邦，哈里亚纳邦和拉贾斯坦邦）广泛种植。对印度西北部三个地区的180名基诺农的分析，即旁遮普邦的Fazilka和Bathinda区以及哈里亚纳邦的Sirsa区，发现存在多种营销渠道，这些营销渠道具有不同的效率水平。与这种看法相反，在与农场有关的价格和产量风险的情况下，传统的营销渠道（TMC）的净收益提高了15％至19％。与与包含新兴营销渠道（EMC）的弱价值链金融相关的农场相比，与强价值链金融（TMC）相关的农场的效率更高。这些事实说明了农场对TMC的持续信念，这是通过通过不同市场渠道供应产品的农场比例所显示的。该研究提倡发展新形式的营销渠道，以及所有人共存的必要性，因为每种都有其优缺点。该研究为加强kinnow价值链提供了建议，以使所有利益相关者受益。以农民生产者组织的形式实现农民集体化，各种政府和非政府机构的技术可用性，电子营销应用程序的有效实施，作物保险计划的演变以及降低风险的价格稳定基金是改善农业生产的战略。 kinnow价值链。该研究提倡发展新形式的营销渠道，以及所有人共存的必要性，因为每种都有其优缺点。该研究为加强kinnow价值链提供了建议，以使所有利益相关者受益。以农民生产者组织的形式实现农民集体化，各种政府和非政府机构的技术可用性，电子营销应用程序的有效实施，作物保险计划的演变以及降低风险的价格稳定基金是改善农业生产的战略。 kinnow价值链。该研究提倡发展新形式的营销渠道，以及所有人共存的必要性，因为每种都有其优缺点。该研究为加强kinnow价值链提供了建议，以使所有利益相关者受益。以农民生产者组织的形式实现农民集体化，各种政府和非政府机构的技术可用性，电子营销应用程序的有效实施，作物保险计划的演变以及降低风险的价格稳定基金是改善农业生产的战略。 kinnow价值链。