Duck farming plays a significant role in the rural economy of Kerala. However, the marketing aspects of the sector remain inefficient. This study aims to analyze the pricing strategies and assess the extent of value addition practices among duck farmers. The present study was undertaken in Alappuzha district with a sample of 100 duck farmers, selected through random sampling. The primary data were collected using a structured interview schedule and secondary data were collected from government reports and relevant academic studies. The findings of the study reveal that dependence on prevailing local market prices and the absence of advanced value addition practices affect the profit of the farmers. The lack of processing, packaging, and branding limits farmers income and restricts them from accessing more remunerative markets. To increase the efficiency of the sector, the study suggests policies aimed at improving farmers’ decision-making in price determination, promoting value addition practices, strengthening cooperative marketing and providing processing infrastructure and financial support for duck farmers.