VALUE CHAIN ANALYSIS OF GUAVA: PRODUCER, RETAILER AND CONSUMER PERSPECTIVES

The present study was conducted in Kaushambi district (25° 20' N and 81° 23' E, 98m above mean sea level), India during October, 2014 to February, 2015 to perform value chain analysis for guava. A comprehensive survey was conducted in relation to market infrastructure, transportation services, storage facilities, processing industry, export market, information flow, material flow, transparency, linkage, relationship, collaboration, commitment & trust, cutting edge technology and consumer insights. The value chain analysis of fresh guava on producer and retailers' perspective / feedback revealed that procurement and application of agricultural inputs, availability and adaptation of technology, market infrastructure, material and information flow, status of food processing industry, transportation services, cutting edge technology and consumer insight are efficient and effective, whereas transparency, collaboration, commitment and trust are not satisfactory. The value chain analysis for guava on consumers' perspective / feedback revealed that market infrastructure, information flow, materials flow, linkage, commitment and trust in exiting value chain of guava are satisfactory. However, transparency and relationship in existing value chain of guava are weak. The consumer gives more emphasis / importance to quality, nutritive value, safety and price as compared with packaging and service rendered by retailer for purchasing of fresh / processed guava products.