• Niteesh kumar
• Dr. Narender Singh Chauhan

Apple being one of the largest produced horticulture crop in Himachal Pradesh attracts the research in its supply chain model used by the different growers. Horticulture drives the agricultural growth and provides high input-output ratio. There is a lacuna of having a proper marketing channel and inadequate grower’s knowledge, which provides hindrance to the growth of this sector. The present research paper highlights the effective value chain analysis of Horticulture produce which will help in the integration of supply chain management for efficient and effective development. The study analyses the value addition distribution among the value chain actors including growers, traders and retailers. This study provides a regional as well as systematic analysis of the present value chain in the state in terms of price and journey of the material from production, trading, marketing and ultimately to the end consumer. The state is lacking behind in better marketing opportunities, inadequacy of processing centers and various underlying measures and techniques which have a serious impact on the value of the produce. Development of proper infrastructure such as connectivity through roads, spreading of adequate horticultural awareness at regular intervals is very critical for better productivity and production of horticulture crop in the region. Overall, value chain analysis will provide the knowledge about the problems related to the development of horticulture sector in the region. The present paper provides the futuristic vision for enhancing value chain efficiency of the horticulture products and gave reliable and scalable measures.

Constraints, Growers, Infrastructure, Horticulture Marketing, Supply Chain Management, Value Chain,

"OPPORTUNITIES AND CHALLENGES IN MARKETING OF HORTICULTURE PRODUCE IN HIMACHAL PRADESH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.h175-h178, March-2023, Available :http://www.jetir.org/papers/JETIR2303729.pdf

"OPPORTUNITIES AND CHALLENGES IN MARKETING OF HORTICULTURE PRODUCE IN HIMACHAL PRADESH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. pph175-h178, March-2023, Available at : http://www.jetir.org/papers/JETIR2303729.pdf