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The present study was carried out in four blocks, viz., Ganderbal, Sherpathri, Lar and Kangan of Ganderbal district of Kashmir valley, owing to the presence of majority of wicker willow cultivators and handicraft makers in the district. A total number of 120 respondents were selected for the study. A well-structured interview schedule was constructed for the collection of primary data from the respondents. Data derived from the respondents were analyzed by using both descriptive and inferential statistics. Three main varieties of wicker willow species were determined in the study area, i.e., Salix triandra, Salix dickymat and Salix viminalis, with Salix triandra being the most prominent among the three as almost 53.33% of the respondents were cultivating this particular specie of wicker willow. From the study, it was concluded that the main wicker willow handicrafts made in district Ganderbal were tokris, dry-fruit bowls, round cups, decorative ducks, buckets, chapatis, kangris, etc. Mainly two marketing channels were being followed in the marketing of wicker handicrafts. In the first channel, the wicker handicraft moved from producer to consumer through wholesaler and retailer. In the second channel, the wicker handicraft moved from producer to consumer through retailer only. Out of the two marketing channels, channel 2nd was found out to be more suitable and profitable than channel Ist as far the marketing efficiency, price spread and producer’s share in consumer’s rupee were concerned. One of the main constraints faced in marketing of these handicrafts was the limited marketing facilities followed by the influence of wholesalers and retailers and others.
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