Abstract: Analysis of the marketing of apples in Himachal Pradesh, India, shows that despite the price support for apples announced since 1981, the marketing system is riddled with myriad problems. Farmers had marketing margins of 41% in 1984-85 and 42% in 1995-96. It is suggested that multipronged strategies should be explored for the future development of horticultural crops in the state in order to achieve better returns for the growers.