Economic Analysis of Supply Chain Management and Marketing of Litchi

The study finds that the trends of area, production and productivity in the district has showed increasing trend with 0.03, 0.36, and 0.38 respectively. In case of state the area, production and productivity is 1.01, 0.5, -0.4 respectively. The overall picture indicates that except in the state of Bihar at the district and national level trends was significantly positive. The main region behind growth in productivity showed negative trend due to uncertainty of rainfall in the Bihar state. The study showed that the marketing of litchi is a very complex procedure in the sampled area and where four major type of marketing channel are identified. Channel I:Producer - Pre-harvest contractor - Commission agent cum Wholesaler – Retailer – Consumer. Channel II: Producer- Village Trader- Wholesaler (local) – Commission agent (distant) – Wholesaler (distant) – Retailer –Consumer. Channel III: Producer - Retailer – Consumer. Channel IV: producer –consumer. The study suggested ways and means for improvement of marketing and supply chain for obtaining higher share of consumer to the producer.