Journal of Agriculture and Ecology Research International

Marketing infrastructure for horticultural produce plays a vital role in facilitating the efficient movement of produce, reducing post-harvest losses, and improving market access for farmers, particularly in regions dominated by perishable commodities. The Kashmir Valley is one of India's major temperate fruit-producing regions; however, deficiencies in marketing infrastructure and supply chain systems continue to constrain the marketing of horticultural produce. The present study assessed the status of marketing infrastructure for horticultural produce and examined the existing supply chain linkages across ten major Agricultural Produce Market Committees (APMCs) in the Kashmir Valley, namely Baramulla, Kupwara, Bandipora, Srinagar, Budgam, Ganderbal, Shopian, Pulwama, Anantnag and Kulgam. Primary data were collected during a survey conducted in 2025 from 200 stakeholders, comprising apple growers, commission agents, wholesalers, retailers, processors, pre-harvest contractors and Controlled Atmosphere (CA) storage operators, using a structured interview schedule. Secondary information was obtained from government publications, APMC records and other published sources. The collected data were analysed using descriptive statistical tools, including frequencies, percentages and tabular analysis. The findings revealed considerable disparities in marketing infrastructure among the selected APMCs. Sopore APMC recorded the highest annual trade volume (184,524 MT) with a turnover of ₹992.17 crore during 2023–2024, followed by Shopian (126,460 MT; ₹661.14 crore) and Pulwama (127,496.7 MT; ₹241.57 crore). Most markets lacked essential facilities such as assaying laboratories, grading and sorting units, processing centres and adequate cold storage infrastructure. Five major marketing linkages were identified, and the Producer → Pre-harvest Contractor → Wholesaler → Retailer → Consumer channel was the most frequently adopted marketing pathway among the sampled growers. The study also identified inadequate post-harvest infrastructure, weak logistics, limited digital market integration and the continued dependence on intermediaries as major constraints perceived by stakeholders. The study highlights the need to strengthen marketing infrastructure, expand cold chain facilities, improve digital market integration, promote Farmer Producer Organisations (FPOs), and develop export-oriented infrastructure to support a more effective and competitive horticultural marketing system in the Kashmir Valley.