A Thematic Analysis of Socio-Economic Factors Influencing Cotton Framers’ Marketing Strategies in Kalahandi and Balangir District of Odisha

Cotton cultivation is an important source of livelihood for farmers in Western Odisha; however, cotton farmers in Kalahandi and Balangir districts face several socio- economic and marketing constraints that influence their choice of marketing strategies. This study examines the socio-economic factors affecting cotton farmers’ marketing decisions, compares marketing practices across the two districts, and identifies major challenges affecting market efficiency and price realisation. A descriptive and qualitative research design was adopted, with primary data collected through face-to-face structured interviews with 30 cotton farmers, comprising 15 farmers from Kalahandi and 15 from Balangir. The sampling method used was purposive (Judgmental0 and the data obtained were analysed thematically. The results show that education, landholding size, financial capability, credit market information access, transportation facilities and involvement in Farmer Producer Organizations (FPOs) greatly influence farmers' marketing decisions. Generally, farmers from Balangir showed better access to market information, transportation, mandis, cooperatives and institutional support that helped in improving their bargaining power and access to better markets. Farmers in Kalahandi, however, were more dependent on local traders because of fewer transport facilities, less market information, lack of financial resources and poor institutional support, especially among small and marginal farmers. The major marketing problems were price fluctuation, quality deduction, lack of storage facilities, delay in payments, high transportation costs, and the reliance on intermediaries. The study suggests strengthening the FPOs and cooperatives, improving the rural transport network and market facilities, increasing formal credit facilities, disseminating information on market prices, setting up a village-level procurement centre, and improving the skills of farmers in grading, storing, and negotiating market prices. Building farmers' institutional and economic capacity can lead to better bargaining power, less dependence on markets and more equitable and sustainable living.