The present research entitled “Marketing of Watermelon in Allahabad District (UP) India” was carried out during the year 2016-17 in Soraon block of Allahabad district. The main objectives of the study are to analyze, socio economic characteristic of sample respondents, finding out the different marketing channels involvement in the marketing of watermelon and analyzing of marketing cost, marketing margin and producers share in consumers’ rupee. Out of the total villages of Soraon block, in total fourteen (14) villages and (140) respondents were selected randomly. Average size of land holding of respondents 2.65 hectares and most of the respondents were belonged to age group of 20 to 49 years (90 %), level of education is mostly primary (44.29%) and intermediate (36.43 %). Mean household size is nine persons. Mainly two marketing channels were found in the marketing of watermelon (Channel I – Producer – Commission agent – Retailers – Consumers) and (Channel II – Producer – Wholesaler – Retailers – Consumers). On an average per quintal, net price received by the producer was Rs. 307.13, consumer paid price was Rs. 1121.67, price spread was Rs. 741.67 and producer share in consumer rupee was 27.38 per cent in channel I on the sample farm groups. In channel II, on an average per quintal, net price received by the producer was Rs. 311.93, consumer paid price was Rs. 1115.33, price spread was Rs. 735.67 and producer share in consumer rupee was 27.97 per cent on different size farm groups. Main problems associated in the marketing of watermelon were lack of processing industries (100%), lack of storage facility (92.86%), lack of regulated market (80%), fluctuation of prices (75%) and high transportation charges (61.43%).