A sample of 30 mushroom growers were randomly
selected from list of mushroom growers obtained from Directorate of Horticulture. None of the
mushroom growers were using promotional elements for marketing of their produce. All the mushroom
growers were selling their produce in packaged form but without any brand name.Mushroom holds a very important place
because of its importance and advantages. They are as follows:
 They are a good source of high quality proteins and are rich in vitamins and minerals.
 They have medicinal properties
 Mushrooms are capable of agro-waste degradation
 Mushroom grow independent of sunlight without fertile land. They do not compete with
field or fruit crops and provide an additional avenue for increasing food supply.
 Mushrooms have a huge export potential.

They offer vast rural employment potential.
Mushroom culture requires a limited space. It does not
require a large land space.
 Mushroom growing is one agricultural activity in which
women can play a vital role without sacrificing their
household responsibilities.
Mushroom cultivation may be adopted as small-scale
industry and may earn foreign exchange by commercial
cultivation.