Agricultural marketing refers to how harvested agricultural products are collected, prepared for sale, and delivered to consumer plates. It also signifies all the activities from farm to table, ensuring the products of farmers are marketed efficiently and fairly. Further, agricultural marketing is not a sale of produce but the process that occurs from assembling to grading, processing to packaging, storage to transportation, etc. This complex system is important not only for food security but also for income generated in the economy, among farmers contributing to overall economic growth.
Agricultural marketing includes all the marketing processes involved from the production of agricultural products to the final sale. It involves a complex system of activities aimed at moving agricultural produce from farms to consumers. The scope of agricultural marketing extends beyond mere selling. It encompasses storage, processing, grading, packaging, transportation, and distribution so that the products get to consumers in the best possible condition.
Agricultural marketing is essential for:
Agricultural marketing comprises several key components that ensure a smooth flow of produce from farms to markets. These include:
First, production on farms or collection or assembly is the first stage of agricultural marketing. In most cases, the farm production scale is low. Therefore, it needs assembly for these production units to be efficient enough for marketing.
Grading is always concerned with the standard of size, quality, or variety of agricultural products. Standardization helps classify the goods, which is a promoter of transparency in trade and has significant importance in building confidence among buyers and sellers.
Processing adds value to raw agricultural products. Examples include milling grains, making cheese from milk, or canning fruits and vegetables. Such a step makes products ready for the market, makes their shelf life last longer, and caters to the customers’ needs.
In agricultural marketing, storage helps in the management of the supply-demand balance. It enables good storage facilities to avoid wastage and possibly prevent spoilage besides stabilizing prices by holding stock when supply exceeds demand.
Efficient transport ensures that there is speedy movement of goods from the rural farm areas to the urban markets. Good roads and transport networks affect both the direct cost incurred in marketing and indirectly the prices that consumers have to pay.
These are pathways through which agricultural products pass before reaching consumers. They include farmer markets, wholesalers, cooperatives, retailers, and online marketplaces.
As an agrarian economy, India’s agricultural marketing system is very large and pluralistic. Indian agriculture produces a wide range of crops; therefore, this produce needs to find its way into different markets all over the country. Relevant marketing channels are quite important for such distribution. The problems of Indian agricultural marketing have instead been fragmented markets, a lack of proper infrastructure, and domination by intermediaries.
Indian agricultural markets are highly fragmented, with a significant presence of local, unorganized players. This fragmentation leads to inefficiencies, affecting both producers’ incomes and consumers’ prices.
Indian agricultural markets contain a whole lot of middlemen who inflate the cost of the produce and impede earnings from farming activities. Intermediaries act as link providers between producers and consumers. Nevertheless, these link provisions often come at both parties’ expense.
Efficient transport ensures that there is speedy movement of goods from the rural farm areas to the urban markets. Good roads and transport networks affect both the direct cost incurred in marketing and indirectly the prices that consumers have to pay.
Agricultural Produce Market Committees are state-government-evolved statutory institutions that work to meet various objectives directed at ensuring crop procurement from farmers, protecting them from exploitation through fair prices, and eliminating malpractices in the marketing of agricultural produce.
Despite their noble intentions, APMCs have faced criticism for:
To enhance the agricultural marketing system, Indian government has initiated some schemes. It would then lead to farmers’ empowerment, reduced wastages, and better prices for agricultural produce.
The eNAM was launched in 2016 as a plan to create a unified national market for agricultural commodities. In this, eNAM would integrate all APMCs through an online platform which would enable farmers to sell their produce across markets and hence eliminate middlemen for better prices.
The scheme promotes the development of rural godowns for the storage of agricultural produce. This way, it reduces post-harvest losses as well as farmers selling their produce at better prices whenever possible.
Agri-tech infrastructure development has been given a fund by the government with the vision of modernizing agricultural marketing. Under it fall cold storage chains, logistics solutions as well as digital tools that help in efficient marketing.
Under this scheme, the government procures crops directly from farmers at Minimum Support Prices (MSP), ensuring that farmers get a fair price for their produce even during market fluctuations.
FPOs are groups of small farmers who collectively pool resources for bargaining power. The government encourages FPOs because they empower farmers to access markets and credit in a much better way and technology, too.
One of the most important components of an agricultural value chain is agricultural marketing since it helps get produce from the farms to the consumer in the most efficient, fair, and sustainable way possible. In India, initiatives such as eNAM and support to FPOs through the government have been very effective because all of these have contributed to modernization and streamlining the process. Investment in infrastructure, technology, and education of farmers will be very necessary to further improve the system. A sound agricultural marketing system would thus guarantee food security but at the same time ensure increased farmers’ income to lead to rural development and economic growth.
Agricultural marketing refers to the process of getting agricultural products from the farm to the consumer, encompassing all activities related to selling, transporting, and processing the produce.
APMCs regulate agricultural markets, ensuring transparent pricing, reducing intermediaries, and facilitating fair trade practices between farmers and buyers.
eNAM is an online trading platform that integrates agricultural markets across India, helping farmers get better prices by expanding their market reach.
Challenges include market fragmentation, the dominance of intermediaries, inadequate infrastructure, and price volatility.
Key initiatives include eNAM, the Gramin Bhandaran Yojana, and the promotion of Farmer Producer Organizations (FPOs), all aimed at improving the efficiency of agricultural marketing systems.
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