Exploring Financial and Marketing Channels for Apple Industry in Kashmir. A Survey on Apple Growers

Abstract

The apple industry in Kashmir has become the lifeline to the rural economy and constitutes around 85% of the total fruit crop in the UT. Apple, being the main horticulture crop, its growers needs to provide timely financial assistance with simplified procedure. The survey was conducted with an intention to identify channels of marketing and financing facility available to the apple growers and reasons involved in the non utilization of MIS facility. This study highlighted the available channels of marketing and financing for the apple growers in UT of Jammu and Kashmir (India). The study found that most of the apple growers need financial assistance and growers preferred institutional financing which reduces the threat of commission agents. J and K Bank is the most preferred by growers to meet their financial requirement. The aim of this study is to explore the credit channels favoured by growers and marketing channels operated in the UT. The survey was carried out in Baramulla (Apple town of Kashmir) by using the method of convenience and stratified sampling approach.