Marketing strategy for Apple Value Chain- A case of Himachal Pradesh

SHUCHI MATHUR; M. DEEKSHITH; G. B. CHAITRA

doi:10.61475/JFS.2025.v38i2.17

SHUCHI MATHUR CCS- National Institute of Agriculture Marketing, Jaipur, Rajasthan - 302 033, India
M. DEEKSHITH CCS- National Institute of Agriculture Marketing, Jaipur, Rajasthan - 302 033, India
G. B. CHAITRA CCS- National Institute of Agriculture Marketing, Jaipur, Rajasthan - 302 033, India

DOI: https://doi.org/10.61475/JFS.2025.v38i2.17

Keywords: Area, Direct Sale, Growth, Percentage, Production, Segmentation

Abstract

Apple cultivation forms the backbone of Himachal Pradesh’s horticulture sector, accounting for over 80% of totalfruit production. Despite favourable agro-climatic conditions, the sector faces increasing vulnerability due to climatechange, weak infrastructure, market volatility, and limited access to premium markets. This article synthesizes findingsfrom a recent study conducted to develop a sustainable marketing strategy for socially responsible apple value chains. Thepaper critically assesses the socio-economic profile of growers, value chain inefficiencies, market segmentation, andinternational opportunities, while offering strategic recommendations cantered on certification, value addition and exportdevelopment.The area under cultivation of Apple in the selected districts were showing the positive growth, except Sirmaurand Chamba districts. Commission agents and wholesalers are dominating players in the market. High transport cost, lackof cold storage, price volatility and only 10% of production was occupied direct sale in the market.