College - Management Institute for Leadership and Excellence Presented by - Manveer Singh

Jaipal Godara Shorya Tyagi

INDEX
Introduction Agricultural Marketing Objectives Research Methodology Analysis from Research Present Status of Agricultural- Marketing Gaps/ Shortcomings Suggestions Conclusion Bibliography

Introduction-Agricultural Sector
Two-third of population depends on this sector

Population
Main income earning sector for rural people

Contribution Contribution to G.D.P has

fallen to 14%

State of Farmer

Low Productivity, small landholdings

Low Income, lack of credit facilities etc

Moving agriculture produce from the farm to the consumer

Covers Places where producers, distributors, customers meet

Inter-connected activities like growing,packing, transport etc

Agricultural Marketing

Involves various marketing and distribution channels

Objectives of Study
1.To enable primary producers to get best possible returns 2.To provide facilities for lifting produce, which farmers are willing to sell

3.To reduce the price difference between the producer and the final consumer
4.To prevent impairing of quality of produce and provide all products
5. To help in capital formation which will boost the marketing

infrastructure

Research Methodology
Primary Research -The research /survey was done in a village named
Ghorpuri, Pune where we studied the problems of farmers, analysed and gave some suggestions regarding the same through a small questionnaire Sample size- 50 Target Small peasants/farmers

Secondary Research - Present status of agriculture was studied

through cases such as E-Choupal an initiative by ITC and also studied through a case of marketing of cotton Drawbacks and suggestions for improvement in the marketing of agricultural produce have been discussed further

Analysis
Common Problems faced by farmers analyzed through a survey done in Village Ghorpuri , near Pune.

40

35
30

25
20 15 10 5 0 Transport Facility Lack of Storage Facilities Power Supply problem faced Low Returns on produce Lack of Technology Awareness about Latest subsidies/ Market information etc Series1

Present Status of Agricultural Marketing

Sale to Money lenders and traders WholesaleMarkets or Mandies

Haats

Co-operative Marketing

Agricultural Fest

Gaps/Shortcomings
Inadequate warehouses

Lack of grading and standardization

Inadequate transport facilities Presence of a large number of middlemen Malpractices in unregulated markets Inadequate market information

Suggestions for Improvement

1. Awareness of the subsidies provided by the government

2.More agencies like ATMA (Agricultural Technology Management Agency) need to be set
3.Rationalization of market fee and commission on farm output

4.Formalities of the banking system should be reduced

5.Improvements in warehousing and cold storages is needed at present

6. Improvement in technology and evolving new tools and techniques

7.Farmers should prefer to sell the produce through regulated markets

Conclusion
Good Marketing system is one where a farmer is assured of fair price and if following conditions are met-

Number of intermediaries between the farmer and the consumer should be small
Regular market information is provided to the farmer and direct marketing needs to be encouraged Efficient transport facilities are available Easy Availability of Credit Co-operative marketing societies and regulated markets, together can assure, the presence of all these conditions

Questionnaire
Q.1 Do you face the transport problem while transporting the produce to the market? If yes, then why?

Q.2 Do you have proper warehousing facilities including cold storages?

Q.3 Is there any problem of power supply in your village particularly? What is the time duration of power cuts?

Questionnaire
Q.4 Are you satisfied with the return you are getting on the produce? If no then what is the reason?

Q.5 The technology used by you is modern or outdated and Is there any government support regarding the same?

Q.6 Do you get proper updates regarding newly introduced insecticides/pesticides or any other fertilizers?

Bibliography
www.agrimanagement.org www.e-choupal.com Rural Marketing Book by C.Krishnamachayulu Satyamevjayate.com Agmarket.nic.in

Thank You