Published Paper Details:

The Nayahat Pan Market, a traditional trading center located in Nayahat, Puri district of Odisha, which plays a significant role in the socio-economic life of local vendors, farmers, and consumers. Panholds a unique cultural and commercial importance in Odisha, being widely consumed and used in social, religious, and ceremonial practices. Despite its significance, the marketing of pan continues to remain largely unorganized, facing several challenges such as price fluctuation, lack of proper storage facilities, credit dependency, and transport delays.The study was conducted using both primary and secondary data sources. Primary data were collected from 140 respondents including wholesalers, retailers, small sellers, and transporters through questionnaires, interviews, and field observations. Secondary information was obtained from government records, published reports, and previous research studies. A descriptive research design with random sampling was used to ensure representation of all categories of market participants. Data were analysed with the help of tables, percentages, charts, and thematic grouping.The key findings reveal that while wholesalers record the highest per-vendor sales, retailers constitute the largest share of the market, contributing nearly half of the estimated daily turnover. Price fluctuation and credit issues were reported as the most pressing challenges by vendors, followed by storage and transport problems. The estimated daily market turnover was found to be approximately INR 2.6 lakh, with retailers contributing the major portion due to their larger numbers.The study concludes that the Nayahat Pan Market is a vital hub for local trade, but its efficiency is reduced due to infrastructural and financial constraints. Interventions such as improved storage methods, collective marketing, better price information systems, and accessible micro-credit facilities can significantly enhance the sustainability and profitability of the market. The findings are useful for policymakers, local authorities, and stakeholders seeking to strengthen traditional markets and improve livelihoods in rural Odisha.