India is a country with varied agroclimatic conditions which enable the cultivation of different crops. India stands amongst the top producers of fruits, and mango is produced in abundance in India. Lack of suitable marketing avenues and channels decreases the margin for the growers. This study was undertaken to know the existing marketing channels and the problems associated with these marketing channels in the Mahabubnagar district of Andhra Pradesh. The study revealed four marketing channels used by farmers, of which the pre-harvest contractor was the most prevalent, because it involved low risk. The intermediaries in various channels faced many problems, of which, high transportation charges, high commission agent charges and syndicating of the wholesalers are the major ones.

Mango (Mangifera indica) is an important fruit cultivated in India with global commercial importance. In view of its fine taste and good qualities, it is called the king of fruits. India’s share in the world production of mango is 54.2%, and the Indian mangoes have high export potential. The other leading mango producing countries of the world are China, Mexico, Pakistan, Indonesia, Thailand, Nigeria, Brazil, the Philippines and Haiti (APEDA, 2010).

In India, mango is harvested from March to mid-August. The north Indian cultivars are alternate bearers, whereas the south Indian mangoes are generally regular bearers. About 20 varieties of mangoes are grown commercially in India. Andhra Pradesh ranks first in terms of area cultivated for mango and second in mango production with an annual production of approximately 25.22 lakh tons in India (India Stat, 2010). Mahabubnagar is the largest district in the Telangana region of Andhra Pradesh. This district ranked 7th in terms of area and production—2.20 lakh ton of mangoes in Andhra Pradesh in 2009-10 (AP Department of Horticulture, 2010).

The utilization of mango fruit begins from its raw stage—chutney, pickles and drinks are prepared. Ripe fruits are consumed in various forms like desserts, squashes, syrups, nectar, jams, jellies and mango leather. Since Mahabubnagar district is situated close to the capital of Andhra Pradesh, Hyderabad, most mango produce of Mahabubnagar is transported to Hyderabad. About 60% of the mangoes produced in Mahabubnagar are sold in the twin cities of Hyderabad and Secunderabad, 10 to 15% are sent to Karnataka, 10 to 15% are transported to Maharashtra, and the remaining 10 to 20% are locally consumed.

The cycle from mango production to consumption involves various stages. The stages include production, processing and marketing of fresh fruits, as well as processed product. In spite of a good produce, marketing of mangoes is a big challenge for the growers. Providing sustainable market support will benefit growers, processing units and the ultimate consumers.

Management Research Journal, Multinational Companies, Indian Pharmaceutical Sector, Financial Management, Working Capital Management, Public Sector Enterprises, Inventory Management, Credit Management, Multinational Private Sector Companies, Multiple Regression Techniques, Pharmaceutical Companies.