FACTORS INFLUENCING AGRICULTURE MARKETING
By
Dr. M. Govindarasan. MA., M.Phil., Phd. Project Associate, Department of Humanities and Social Science, Indian Institute of Technology, Madras, Chennai – six hundred 036.
and
K.Valarmathi, Full Time Phd Research Scholar, Department of Economics, Presidency Colloge, Chennai six hundred 005.
India’s farming difficulty The misery of farmers in India may also be traced again to the creation of era-led, capital extensive farming within the heyday of the Green Revolution. With the arrival of ‘financial liberalisation’ and the globalisation of business, this misery has been annoyed. Unfair laws of the multilateral world buying and selling regime have depressed world and family costs, and denied Indian farmers ok remunerative costs. The terrible farmer is squeezed among top enter prices and occasional returns. Credit received from formal or casual banking programs is not able to bail him out of this precarious scenario. Caught in a vicious debt lure, many farmers have resorted to suicide. BT cotton and the debt lure Misled and faulty, the changeover to Bt cotton proved to be a complete failure, inflicting critical losses for our cotton growers. The huge loss and the ensuing debt lure compelled hundreds of cotton growers to dedicate suicide. Bt cotton proved to be a complete fiasco. Thousands and hundreds of farmers have already devoted suicide, and there appears to be no finish to this tragic scenario. Trends in suicide stay unabated even now, particularly amongst cotton growers. Significantly, farmer suicide is mentioned principally from the top-tech agriculture belts, similar to Andhra Pradesh, Karnataka, Tamil Nadu and Punjab.
All those states have embraced capital extensive and ‘leading edge’ era within the identify of boosting manufacturing. In spaces the place conventional agricultural practices and natural farming are general, similar to Orissa, Jharkhand, Bihar, Chhattisgarh, suicide is exceptional. The ripple impact As a long way as agriculture is anxious, it's alarming that India is transferring against some extent of no go back. From being a self-reliant country of meals surplus, the rustic is changing into a internet importer of meals. In this context, insurance policies to advertise agreement and company farming, the usage of genetically changed seeds similar to Bt cotton, and genetic synthesis in aquaculture and commercial chicken farming, threaten to undermine meals safety and the livelihoods of terrible farmers. There are authenticated reviews that alarmingly top numbers of farm animals have died from grazing on Bt cotton residues in fodder. And, the Government of India’s Genetic Engineering Approval Committee (GEAC), underneath the Ministry of Environment and Forestry, is baffled at the inside track of sheep mortality, as a result of grazing within the Bt cotton fields in Warangal district in Andhra Pradesh. The GEAC has already admitted that toxicity research on Bt cotton leaves haven't but been carried out, and even though it has now requested the dep. of biotechnology to behavior research, the lukewarm perspective of GEAC to establish the extent of Bt toxin liable for killing farm animals is very questionable. Whose business supplier? The manufacturing of transgenes thru genetic manipulation is unhealthy technological know-how, unethical, and utterly towards the herbal order that may be liable for the evolution and sustainability of existence. It is fraught with the chance of genetic air pollution and illness, the destruction of ecosystems, environmental degradation and DNA deviations.
The liberalisation of closely subsidised fit for human consumption oil imports ended in the decline in oil seed costs in India, financially ruining oil seed growers in the rustic. This utterly negated earlier efforts to make India nearly autonomous within the oil seed sector through 1998. Now, nearly 50 in step with cent of fit for human consumption oil is imported, leading to annual spending of $1,800 million in foreign currencies. Inept, amateurish and mediocre dealing with of our priorities is in charge for this unpleasant scenario. The Government is enjoying a erroneous recreation of money plants over meals plants, and merchandising of company farming at the price of conventional agro-rural programs, particularly within the dry and arid zones of the rustic. Such insurance policies will additional upload to displacement and migration to city spaces. Blind business liberalisation and a marketplace pushed financial system will throw the rustic right into a cobweb of trans-nationwide companies. Importing oil seed is purely the end of the iceberg; this can be a prelude to the start of the top of Indian agro-programs and their final take-over through multinational companies. Distorting, or now not distorting… Heavy subsidies given to the farming sector in growing nations are mainly liable for dismantling India’s agro-gadget, making it economically unrewarding. Some ‘business mavens’ and negotiators within the evolved international attempt to justify their misdeeds through placing subsidies into classes: “trade-distorting” and “non business-distorting
Government will have to stay decided in all long run negotiations to center of attention totally on the pursuits of small and marginal farmers. Agriculture is not just for business; it's a lifestyle. RURAL MARKETING Rural advertising facilitate glide of products and repair from rural manufacturers to city shoppers at imaginable time with cheap costs, and agriculture inputs/ shopper items from city to rural. Marketing as a serve as has began so much in advance while civilization began however now not known as advertising. All financial system items are advertised in the case of items and services and products (Barter gadget). Now cash is being practiced as a fair changing medium. The marketplace could be a boulevard, or a small the town/ metropolitan town, Developments in infrastructure, shipping, and communique amenities has greater the scope of the agricultural marketplace. Environment The distinction among rural and concrete markets on the root of varied socio – financial elements, so much dominant amongst them being the supply of source of revenue, the frequency of receipt of source of revenue, the seasonal nature of source of revenue and intake. Rural markets are small, non- contiguous payment devices of village quite low infrastructure allows, low density of inhabitants, their existence kinds additionally being other. Rural shoppers are most commonly farmers whose source of revenue receipts are depending on the vagaries of nature.
Agri-Marketing Rural inhabitants has been greater approximately seventy four% of the overall inhabitants; the call for for services has greater so much in rural spaces. Green revolution within the North and white revolution within the West has led to a brand new prosperity within the lives of rural other people. Government emphasis on rural building has led to important adjustments in the agricultural state of affairs. Moreover, the unique consideration given for infrastructure building in the course of the successive Five-yr plans has stepped forward the shopping for and intake trend of rural other people.
The Rural Agro – Products: The rural agro-merchandise are * Fruits & Vegetables * Grains * Flowers Rural sale merchandise * Milk & chicken merchandise * Handicrafts and Hand loom merchandise * Tribal village merchandise like tamarind, Lac, soapnut and the like The abnormal features of agricultural produce are: * Bulkiness * Perishability * Wide varietal variations * Dispersed manufacturing * Processing wishes for intake * Seasonality India is the biggest manufacturers of mangos and banana on the planet, and most sensible ten manufacturers of apples and pineapples. Other end result, guava, sapota, papaya and the like.
 Area underneath end result which was once envisioned to at least one.forty five tens of millions hectares in 1970-seventy one develop slowly and power up after 1991-ninety two to two.eight million hectares. DAIRY India is the biggest milk manufacturer and processing of milk was once in large part within the cooperatives sector.Rural advertising depends upon agricultural produce, the manufacturing is seasonal and the intake is opened up equalization of call for and provide should be performed. In addition, the uncooked agricultural produce as advertised through farmers should be processed through many middlemen This come with assortment and assembling, financing, grading and standardization, garage, transportation, wholesaling and retailing those purposes carried out through village traders, fee dealers, wholesalers, processors and the like.
These other people are searhing for returns commensurating with their investments of capital, time and labour. As a end result, the middlemen get extra proportion of the fee than the manufacturers.
REGULATED MARKETS: There are greater than 5000 number one and Secondary Agricultural produce wholesale assembling markets functioning in the rustic. These markets are intended for the farmers to take their produce on the market. These markets facilitate formers, rapid money bills. The directorate of state Agricultural Marketing Board or Registrar of cooperative advertising societies is controlling those markets. The marketplace is administered through an elected committee comprising of participants from the farmers neighborhood, fee dealers/wholesalers and a few govt nominees from Directorate of state agriculture / cooperative societies.
COOPERATIVE MARKETING: Another leading growth for rural manufacturers is the formation of cooperative societies. Farmer’s commonplace passion helped to extend the earning of the farmers and keep away from exploitation of the middlemen. There are approximately 5 lack cooperatives running however only a few cooperative societies in decided on spaces like Dairy, sugar, oilseeds, Mahagrape in Maharastra, tomato growers in Punjab and the like. succeeded in cooperative processing business. Problems in Rural Marketing The rural marketplace gives a limiteless untapped doable. It isn't that simple to function in rural marketplace as a result of a few issues and in addition this can be a time eating affair and it calls for substantial investments in the case of evolving suitable methods so as to take on the issues. The issues are. * Underdeveloped other people and underdeveloped markets * Lack of right kind bodily communique amenities * Inadequate Media protection for rural communique * Multi language and Dialects * Market group & team of workers Underdeveloped other people and underdeveloped markets The agricultural era has attempted to enhance the folk and marketplace in rural spaces.
 Unfortunately, the affect of the era isn't felt uniformly thru out the rustic. Some districts in Punjab, Haryana or Western Uttar Pradesh the place rural shopper is moderately akin to his city counterpart, there are massive spaces and teams of people that have remained past the technological step forward. In addition, the farmers with small agricultural land holdings have additionally been not able to milk the brand new era. Lack of right kind bodily communique amenities Nearly 50 % of the villages in the rustic should not have all climate roads. Physical communique to those villages is very pricey. Even these days, so much villages in japanese a part of the rustic are inaccessible throughout monsoon season.
 Inadequate Media protection for rural communique A massive collection of rural households personal radios and tv units there also are neighborhood radio and T.V units. These were used to diffuse agricultural era to rural spaces. However the protection in relation to advertising is insufficient the usage of this support of Marketing. Multi language and Dialects The collection of languages and dialects range from state to state area to area This form of distribution of inhabitants warrants suitable methods to make your mind up the level of protection of rural marketplace.
THE MAJOR WEAKNESS AND CHALLENGES IN THIS SECTOR * Traditional thoughts to not react new concepts. * Agricultural source of revenue most commonly invested in gold adorns and weddings. * Low rural literature. * Not persuading new pondering and stepped forward merchandise EMERGING TRENDS IN MARKETS ON LINE RURAL MARKET (INTERNET, NICNET): Rural other people can use the 2-method communique thru on – line carrier for crop knowledge, purchases of Agri-inputs, shopper sturdy and sale of rural produce on-line at cheap worth.
Farm knowledge affiliate internet marketing simply available in rural spaces as a result of unfold of telecommunication amenities far and wide India. Agricultural knowledge can get in the course of the Internet if each and every village have small knowledge workplace
NEED BASED PRODUCTION: Supply performs leading position in worth of the agricultural produce, a number of the farmers develop plants specifically seasons now not thru out the yr, it reasons oversupply out there and drastic worth lower in the rural produce. Now the tips era has been bettering if the agricultural other people allow to get right of entry to the agricultural communique, farmers’ consciousness may also be created approximately plants and forecasting of long run call for, marketplace style. Farmers can equates their produce to call for and provide, they are able to create farmers pushed marketplace in place of provide pushed marketplace. If the will primarily based manufacturing gadget evolved not just costs but additionally garage value may also be stored. It is feasible now a days the idea that of world village.
MARKET DRIVEN EXTENSION: Agricultural extension is often dealing with renewal procedure the place the focal point features a entire vary of dimensions various from institutional preparations, privatization, decentralization, partnership, potency and participation. The most significant amendment that affects the extension gadget is marketplace forces. There is a necessity for the prevailing extension gadget to think about the marketplace pushed manner, which might cater the calls for of farmers.
RECENT DEVELOPMENTS IN TAMILNADU: Many far off villages now hooked up to major roads and hyperlink roads with the assistance of leading edge means of grass root building through the folk for the folk of the folk. “Uzhavar sandhai” the every other building of rural farmers lowering heart males and in addition value to the good thing about city society. The Innovative –” Uzhavar sandhai” The contemporary adjustments in agricultural produce sale through farmers in Uzhavar sandhai ends up in direct promoting greens and different commodities to city wishes. Government of Tamilnadu began Uzhavar sandhai everywhere in the state for the aim of direct promoting their produce to city wishes, not just promoting of rural produce but additionally change in their concepts each and every others. Procurement Prices / Support Prices These costs are greater than minimal costs, which allows govt cumbersome procurement for Public Distribution System and continues buffer inventory ranges.
Farmer has little regulate over costs, which might be decided through the huge elements of, provide and insist marketplace at massive. CONCLUSION Considering the rising problems and demanding situations, govt make stronger is important for the improvement of selling of agricultural produce. The govt would possibly alter appropriate finances allocations to rural infrastructure plans, and correct supervision for efficient plan implementation. The center spaces like shipping, communique, roads, credit score establishments, crop insurance coverage for higher usage of land and water at suitable degree. The rural other people and markets will certainly enhance rural source of revenue and decrease poverty, generally nations financial system will spice up at an anticipated degree.
MANAGE an extension control establishment could provide extension services and products to rural other people in crop knowledge, worth knowledge, insurance coverage and credit score knowledge by utilizing more than a few media. MANAGE would possibly suggest / recommendation to crucial and state governments on appropriate infrastructure building, present issues in rural markets and downside fixing ways.
REFERENCES
1. Communication and Rural Development through J.B. Ambekar Yadav. Published through Mittal Publications (New Delhi). 1992.
 2. Development of Agricultural Marketing in India through Dr. Rajagopal Published through Print neatly (Jaipur).
three. Marketing Management through Philip kotlar. 1992. eighth adaptation.
four. Rural Marketing through T.P.Gopal Swamy revealed through Wheeler publishings (New Delhi) 1998.
 five. Indian agrl. Journal of agril.economics vol. fifty four
 6.Krishan Bir Chaudhary, chairman of India’s greatest farmers’ supplier

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