The study was conducted in the Jammu district. As, we all know very well about the necessity of chemical fertilizers in increasing the agricultural productivity in the modern agriculture, which in turn improves the purchasing power of farmers. The research employed a well-structured questionnaire, gathering data through interviews with respondents from Bishnah and R.S. Pura blocks. Conventional sampling was utilized for participant selection. Data analysis involved descriptive statistics, pie and bar charts, and the percentage method. Results highlighted key fertilizer preferences, with IFFCO, IPL, CFCL, and NFL emerging as preferred brands. Particularly, IFFCO garnered favor among farmers, wholesalers, and dealers. Three distribution channels were observed: Company-Wholesaler-Dealer-Farmer (Channel-1), Company-Wholesaler-Farmer (Channel-2), and Company-Dealer-Farmer (Channel-3). Notably, 80 per cent of wholesalers sourced fertilizers from the Company-Wholesaler channel, while 20 per cent engaged both Company-Distributor-Wholesaler and Company-Wholesaler channels. Fertilizer supply primarily flowed through the Wholesaler-Dealer-Farmer channel (40%), with 60 per cent utilizing both Wholesaler-Dealer-Farmer and Wholesaler-Farmer. Dealers predominantly followed a Company-Wholesaler-Dealer-Farmer route (80%), with a minority (20%) opting for Company-Dealer-Farmer. This study sheds light on fertilizer distribution dynamics in the region.