Value Chain Analysis of Indian Edible Mushroom

The purpose of this study is to examine the value chain analysis of, consumers' awareness level of, and buying motives toward mushroom products. The primary data were collected through face-to-face interviews and by using a questionnaire filled out by 70 consumers from various major mushroom production districts, selected by non-random sampling. Secondary data were collected from various sources. Based on the data analysis, it was found that around 73% of consumers  preferred to buy their mushroom products in the supermarket, and 71% of consumers responded that factors other than the shape, color, and size of mushrooms motivated them to buy them. The research concludes that urban consumers were well aware of the nutrition value of mushrooms, but their consumption level was very low compared to non-vegetarians urban consumer in the studied area. Nearly 30% of respondents believed a myth about mushrooms having a mold and were prepared from compost, which causes a bad smell. It was found that that while producers put forth more effort and energy than other actors into the mushroom value chain they received less revenue and profit than wholesalers and retailers. Therefore, policy makers should develop new norms to remove barriers and others issues to safeguard mushroom producers for sustainable growth of the mushroom sector in India. In the future, there will be an increase in the consumption of processed foods. Hence, food companies have to concentrate on mushroom processing and fresh mushroom production