Challenges and opportunities in agricultural marketing assignment

To benefit the farming community from the new global market access opportunities. The internal agricultural marketing system in the prepare the Indian agricultural markets and marketing environment so as to provide maximum benefit to the producers and in turn, compete with the global markets. Agriculture and agricultural marketing need to be re-oriented to respond to the market needs and consumer preferences. Agricultural marketing reforms and creation of marketing infrastructure has been initiated to achieve the above purpose.

This paper throws light on challenges and opportunities, important elements, middleman in agricultural marketing followed by reasons for below average performance of Indian farmer and causes for poor agricultural marketing. Objectives: 1. To know the challenges and opportunities in agricultural marketing. 2. To know the important elements involved in agricultural market. 3. To know about iddleman in agricultural marketing. 4. To know the reasons for below average performance of Indian farmers. 5. To know the causes for poor agricultural marketing. Opportunities and challenges in agricultural marketing.

Construction of Rural Godowns: The Department of Agriculture and Cooperation introduced a central sector scheme, the ‘ Grameen Bhandaran YoJana’, in March 2002 include the creation of a scientific storage capacity with allied facilities in rural areas to meet the requirements of farmers for storing farm produce 3. Development/Strengthening of Agricultural Marketing Infrastructure, Grading and Standardisation: The scheme for theA sum of Rs 67. 0 crore has been allocated for implementation of the scheme during 2006-07, development/strengthening of agricultural marketing infrastructure, grading and standardisation was launched on 20 October 2004. 4. NIAM (MDPs): Set up in August 1988, NIAM has been imparting training to senior and middle-level executives of agricultural and horticultural departments, agro industries, corporations, state marketing board. The Institute organized 18 training programmes, workshops, awareness programmes and management development programmes. Monetary relaxation: This year in union budget Rs 60000 crores are sanctioned for agricultural improvement and additional 20% of Rs 60000 was given as relaxation for farmer earlier this year. 7. Project Formulation: In order to generate resources and ensure optimum utilisation of the expertise of the NIAM faculty, the Institute has taken up several consultancy projects in the year 2006-07. NIAM has completed infrastructural development project of fruits and vegetables cold store, grading line, ripening chamber etc. , for the Haryana State Agricultural Marketing Board (HSAMB) at

Shahabad, Sirsa, work in progress: (i) Setting up a Special Export Zone (SEZ) for mushrooms at Sonipat for the HSAMB; (it) Modernization of agricultural markets in Rajasthan, Tamil Nadu, Orissa; (iii) Modern terminal markets for Rajasthan, Tamil Nadu and Orissa; and (‘ v) Controlled atmospheric storage for apples at Kolkata for the State Government of Jammu and Kashmir. 8. Education: The Institute introduced a postgraduate programme in agri-business management as a sub-centre of MANAGE, Hyderabad with effect from July 2001, and 50 students (26 students in the first year and 24 in the second year) are presently enrolled.

Packaging of perishable products before they are put on retail display is a fast growing development. 4. Because agricultural production is seasonal, the products have to be stored for distribution later. The torage function involves risks risks of deterioration of products and risks of fluctuating market prices. precautions are taken to guard against any deterioration of products from excessive moisture, heat, contaminating metals, bacteria and fungi, insects, and rodents and against loss from fire and theft.

Whether a stored commodity is held by a farmer, a warehouseman, a processor, a wholesaler, or a retailer, the risk of a drop in the market price is always present. Various devices are used to shift the risk or to spread the risk. 5. Pricing is the determination of market values in terms of money. Buyers and sellers at a given time agree on a common value. Prices may vary from day to day or hour to hour, depending on demand and supply. 6. Exchange involves the transfer of ownership goods for money or goods for goods.

Fact: Producers attempting to accomplish all of the assembly and distribution functions otherwise performed by intermediaries will need to bear that cost themselves. In some cases, producers may be able to perform those functions profitably but in many cases the actual costs of assembly and distribution are underestimated by producers, resulting in losses. ?????? Myth: A confrontational or adversarial relationship is the only way to effectively deal with middlemen. Fact: More producers are fguring out ways to build fair, working relations with intermediaries for their mutual benefit.

Doing business with a iddleman who effectively adds value to your product ensuring what your mutual customers want can result in a “ win-win” outcome. Smart marketers strive to understand all of the costs associated with putting their product in a form the customer wants, as well as distributing it to the locations where and when their product is needed. This is easier said than done in todays changing economy but essential for profitable operations. Some producers may be in a position to accomplish all of the necessary assembly and distribution functions themselves or as a group.

There is a need for bringing uniformity in the state-level tax structure in agricultural commodities for improving the market efficiencies. Taxes and on raw agricultural commodities should be rationalized, with a ceiling ercent. fees of 4 8. Human resource development for agricultural marketing all state Agricultural Universities should initiate degree and diploma in argi-marketing and agribusiness. Conclusion: Attempts to strengthen Indian agriculture must address not only farm production (farmers) but also processing, marketing, trade, and distribution. We must link farmers to markets. In this endeavour, marketing extremely important. Indian agricultural marketing have undergone several changes during the last decade.

However, in the emerging environment, these need many more changes for making he agricultural sector vibrant and responsive to the aspirations of the rural masses. The introduction of new instruments like contract farming and warehouse receipt system should be permitted. The system of training farmers by strengthening the marketing extension education network needs to be put in place. Instruments for insurance of farmers against production and price risks should be made an essential component of development Marketing and institutional credit systems have always remained critical for agricultural development. Their role has been enhanced in the liberalized economic environment.