Ashutosh Chahar, Sanjay Kumar
The present study was undertaken to examine the marketing channels, marketing costs, marketing margins, producer’s share in the consumer’s rupee, and marketing efficiency of pearl millet (bajra) in Agra district of Uttar Pradesh during the agricultural year 2025–2026. Pearl millet had been recognised as an important climate-resilient cereal crop contributing significantly to food security, nutritional security, and rural livelihoods. A purposive-cum-random sampling technique was adopted for the selection of the study area and respondents. Akola block of Agra district was purposively selected, and a total of 100 pearl millet growers were chosen through proportionate random sampling. In addition, 10 wholesalers, 5 retailers, and 10 consumers were selected to analyse the marketing system. Primary data were collected through personal interviews using a pre-tested schedule, while secondary data were obtained from published and unpublished sources. Two major marketing channels were identified in the study area, namely Channel-I (Producer–Wholesaler–Consumer) and Channel-II (Producer–Wholesaler–Retailer–Consumer). The findings revealed that 63.00 per cent of the respondents preferred Channel-II, whereas 37.00 per cent preferred Channel-I. The producer’s share in the consumer’s rupee was found to be higher in Channel-I (85.90%) than in Channel-II (82.24%). Similarly, marketing efficiency was greater in Channel-I (6.09) compared with Channel-II (4.63), indicating superior operational efficiency due to lower marketing costs and margins. The total marketing cost and marketing margin were estimated at ?250 and ?194 per quintal, respectively, in Channel-I, whereas these values increased to ?280 and ?304 per quintal, respectively, in Channel-II. The study concluded that shorter marketing channels enhanced producer returns and improved marketing efficiency in pearl millet marketing.