Perceived Constraints in Marketing of Milk during Normality and Due to Lockdown in West Bengal

The study was undertaken with an objective to assess the perceived constraints in marketing of milk during normality and due to lockdown in West Bengal. In all, 120 dairy farmers were randomly selected using two marketing channels such as (i) Producer – Consumer (ii) Producer – Milkman -Consumer having equal proportion from both the channels from two blocks of Malda district. The perceived constraints faced and suggestions in improving the marketing of milk were analyzed through Garrett ranking techniques. The study showed that the major perceived constraints in marketing of milk during normality were less remunerative price for milk followed by high seasonal fluctuation in demand and price of milk. But during the lockdown, the major perceived constraints were no market opportunities to sell their milk followed by problem of transportation and small opening hours of market. The suggestive measures recommended by the milk producer were to stable market and market rate of milk followed by proper marketing channel and higher opportunities in dairy product marketing. Further, creation of basic infrastructure needs to be done to strengthen the marketing of milk in the region.