Agr|cu|tura| Market|ngAn overv|ew

W AgrlculLural markeLlng or Lhe markeLlng of

agrlculLural commodlLles or producLs ln a serles of
lnLerrelaLed acLlvlLles can be Lermed as agrlculLural
markeLlng
W AgrlculLural markeLlng covers Lhe servlces lnvolved ln
movlng an agrlculLural producL from Lhe farm Lo
Lhe consumer numerous lnLerconnecLed acLlvlLles
are lnvolved ln dolng Lhls such as plannlng
producLlon growlng and harvesLlng gradlng
packlng LransporL sLorage agro and food
processlng dlsLrlbuLlon adverLlslng and sale
Agr|cu|tura| Market|ngAn Ind|an
perspect|ve
Some v|ta| Stat|st|cs of Ind|an Agr|cu|ture
W 9rovldes abouL 63 of Lhe llvellhood
W AccounLs for 27 of Cu9
W onLrlbuLes 21 of 1oLal LxporLs and Supplles 8aw
maLerlals Lo lndusLrles
W CrowLh 8aLe ln producLlon 37
W lood gralns producLlon 21117 mL
9oLenLlal for AgrlculLural markeL
W Ind|a has tremendous potent|a| when |t comes to Agr|cu|ture our
pos|t|on |n Wor|d Agr|cu|ture |n terms of
W 1oLal Area SevenLh
W lrrlgaLed Area llrsL
W 9opulaLlon Second
W Lconomlcally AcLlve populaLlon Second
W 1oLal ereals 1hlrd
W WheaL Second
W 8lce Second
W oarse gralns lourLh
W 1oLal 9ulses llrsL
W Cll Seeds Second
W lrulLs and vegeLables Second
W lmplemenLs (1racLors) 1hlrd
W Mllk llrsL
W Llve SLock (casLles 8uffaloes) llrsL
9oLenLlal for AgrlculLural markeL ln
lndla
W lncreaslng dlsposable lncome of Lhe rural mass
W WlLh proper lnpuLs of sLorage LransporL losses of more Lhan 30
agrlculLural producLs can be saved annually
W Awareness of people Lowards healLh selecLlve dleL
W Successful lnvaslon of agrlculLural markeLs by prlvaLe players
W Slow excluslon of Lhe mlddlemen from Lhe markeLs
W lncreaslng popularlLy of processed derlved producLs
W uemand of vegeLables frulLs round Lhe year
W 1echnologlcal advancemenL of AgrlculLural secLor ln rural areas
W 9reference of farmers for regulaLed markeLs over non regulaLed
markeLs
W larmers Laklng lnLeresL Lo sell producLs Lo prlvaLe players raLher
selllng Lhemselves
@pes of market ex|st|ng |n Ind|a
W 8aslcally lf we observe on hlerarchlcal basls markeLs range from rural domesLlc markeLs
Lo lnLernaLlonal markeLs monopollsLlc ollgopollsLlc markeLs dependlng on Lhe
avallablllLy of producLs buL lf we see Lhe larger plcLure baslcally markeLs are dlvlded lnLo
Lwo broad groups for Lhe agrlculLural commodlLles
W 8egulaLed or onLrolled markeLs
MarkeLs where Lhe sale of produce ln Lhe markeL yard ls carrled on by open aucLlon
meLhod uurlng any deal or LransacLlon an employee from Lhe assoclaLlon ls presenL Lo
noLe all Lhe deLalls of Lhe deal llke LransacLlon cosL quanLlLy deLalls of buyers and
deLalls of sellers eLc
lor approprlaLe welghlng of farmers produce Lhe commlLLee has esLabllshed a dlfferenL
welghlng deparLmenL A regular lnspecLlon ls carrled on for Lhls deparLmenL 1he
commlLLee also underLakes gradlng ln case any defaulL ln paymenL by Lhe buyer Lhe
markeL commlLLee helps ln seLLllng Lhe dlspuLe
W nonregulaLed or open markeLs
normal markeLs where Lhere are vendors buyers Lhe markeL can be wholesale or
reLall ln naLure dependlng on Lhe volume of Lhe commodlLles exchanged Lhey may or
may noL have a socleLy Lo conLrol Lhe markeL Lhere's no speclflc focus on quallLy
gradlng deLalls of parLles lnvolved
omest|c markets scenar|onurd|es
W 8egulaLed MarkeLs 1hey lack need based lnfrasLrucLure
W uevelopmenL onflned Lo Wholesale MarkeLs 8ural MarkeLs
8emaln CuL of uevelopmenL
W urrenL Mandl SysLem Pas MulLlple lnLermedlarles and Plgh
value Loss
W A9M 8egulaLlon 9revenLs ompanles lrom ulrecLly Sourclng
lrom larmers
W lragmenLed lndusLry wlLh no Large Crganlzed 9layers
W Plgh WasLage beLween Lhe larm and Lhe 8eLaller
W lmproper sLorage LransporL faclllLles
9resent Scenar|o |n Va|ue Cha|n
o 9roducer's Share ln onsumer's 8eLall 9rlce ls a mere 40 Lo 60
dependlng on Lhe commodlLy
o Cnly 23 of 9roduced loodgralns uLlllze SclenLlflc SLorage
o Less 1han 2 of lrulLs and vegeLables 9roducLlon ls 9rocessed
o 9osLharvesL Losses esLlmaLe 10 of lood Craln and 23 of lrulLs
and vegeLables 9roducLlon
uomesLlc markeLs scenarlo
AchlevemenLs
o egu|ated Markets
W 7161 of 7310 Wholesale MarkeLs overed under 8egulaLlon
W Cf Lhe 27294 8ural MarkeLs 13 are under 8egulaLlon
W Market user fac|||t|es
W MarkeL yards
W 9laLforms for loadlng/ assembllng and aucLlonlng of Lhe produce eLc
W Modern aucLlon SysLems
W Welghlng and Mechanlcal LqulpmenL
W SLorage faclllLles
W CradaLlon lalr prlclng
lncreaslng larmers lncome
W 90 of efforL ls 9roducLlon orlenLed
W Cnly 10 on MarkeLlng/9osL harvesL phases
W Maklng farmer aware of Lhe markeL demands consumer
requlremenLs
W Slngle lnLervenLlon LhaL can enhance lncome by 2030
W 9rlvaLe SecLor lnvesLmenL
W 9rovldlng small scale lndusLrlal supporL Lo farmers
W Lncouraglng farmers Lo Lackle Lhe sLorage LransporLaLlon
woes by Laklng up Lasks Lo seL up faclllLles by Lhemselves
socleLles
W SulLable exLenslon acLlvlLles by CovL nCC's Lo keep Lhe
farmers aware ensure falr prlclng of Lhelr producLs
oncluslon
W AlLhough CovernmenL ls playlng plvoLal role ln
lmprovlng Lhe plaLform for agrlculLural markeLlng lL has
a loL more Lo offer Lo Lhe markeLlng sysLem
prlvaLlzaLlon may be a rellef buL ls noL an answer even
Lhe regulaLed markeLs are noL run properly Lhe
markeLs should be more speclflc ln approach Lhey
should be properly segmenLed run seml
prlvaLlzaLlon may be a posslble answer proper faclllLles
such as sLorage quallLy conLrol LransporL are Lo be
glven more lmporLance as Lhey always have been are
Lhe Achllles heel of our AgrlculLure AgrlculLural
markeLlng