Betel Leaf Farmers and Market Performance: A Review of Marketing Practices and Price Realization

Abstract

Betel leaf (Piper betle L.) is an important commercial crop that provides income and employment opportunities to many farming households. The economic benefits of cultivation depend not only on production but also on effective marketing, price realization, and access to suitable markets. This review examines the marketing practices, price realization, and major challenges faced by betel-leaf farmers based on selected Indian and foreign studies. This study aims to examine the marketing practices and price realization of betel-leaf farmers and identify the major marketing problems affecting their returns and income. A review-based descriptive and analytical research design was used, drawing on secondary information from research journals, books, theses, government and research reports, and academic databases. The literature related to betel-leaf marketing, marketing channels, price realization, marketing costs, market efficiency, and constraints faced by farmers was considered for the review. The selected studies were screened for relevance to the objectives and compared thematically to identify common marketing practices, marketing channels, price-related issues, marketing costs, and constraints. The reviewed literature shows that farmers mainly depend on village traders, commission agents, wholesalers, and retailers for marketing their produce. Marketing channels involving fewer intermediaries generally provide better price realization and higher marketing efficiency. However, price fluctuation, high transportation and commission costs, inadequate market information, limited storage facilities, post-harvest losses, middlemen involvement, labour shortages, and increasing input costs are major problems affecting farmers’ returns. The highly perishable nature of betel leaves also encourages farmers to sell their produce quickly, sometimes at unfavorable prices. The review further indicates that direct marketing, improved market information, better transportation and storage facilities, farmer groups, and stronger links with retailers and consumers can improve bargaining power and marketing efficiency. The study concludes that strengthening the marketing system is essential for improving farmers’ price realization, income, and livelihood. Future research should focus on primary studies across different betel-leaf-producing regions, comparative analysis of marketing channels, digital and direct marketing opportunities, and the impact of farmer producer organizations and institutional support on price realization and farm income.