Manharan Anant & Gaurav Sahu
Today’s every farmer adopts new methods of agriculture gradually. And for that they get more production. Agriculture is becoming more and more market oriented. It is said that Production, Processing and marketing are the 3 pillars of the agricultural economy in Chhattisgarh, Therefore policies of the agro-marketing affect economic development of our state. This paper helps to know roll of agro-marketing in our economy and relationship between role of agro-marketing and economic development. In agro-marketing, there is an important chain between farmer and customer. A major problem in our state is lack of awareness. Basically, agricultural production is scattered and is a small- scale production, which create problems of marketing. In addition, the infrastructure facilities like roads, means of transport, storage facilities, modern mandi and lack of controlling authority etc. are scarce on our rural areas. Agricultural marketing involves many functions like assembling of farm produce, grading, storage, processing, preparation for market, transportation to market centers, financing, risk-bearing, and distribution to ultimate consumers through various market channels. Before we deal with the marketing policies, it is necessary to throw some light on the distressed of the agricultural product. In the first place, the volume of agricultural produce is larger in relation to its price. Another important characteristic is the perishable nature of agricultural product. Milk, Vegetables, Fruits, and Fish etc. are more perishable and are required to reach to the Consumers as quickly as possible. Even the grains, if not dried and stored properly are attacked by the store grain pests in a few days. Infrastructure facilities such as roads, transport, storage, etc are very much inadequate in our rural areas. Small holdings and large number of producers scattered over a wider area, is another feature. All these peculiarities create problems in marketing of agricultural product. With the onset of Green Revolution and Subsequent White Revolution, the problems of marketing are becoming more serious in agro-marketing play significant role in the increased facilities for farmer and give a platform to sale our production and collect to more profits. Agro marketing system may reduce farmer’s suicide and decrease to regional disparity and also full fill to our Prime Minister Narendra Modi’s dream to making just double income of farmer’s up to 2022.
Agricultural
marketing plays an important role not only in stimulating production and consumption, and
livelihood but in accelerating the pace of economic development. Its dynamic functions are of
primary importance in promoting economic development and base foundation. For this
reason, it has been described as the most important multiplier of agricultural development.
This technological breakthrough has led to a substantial increase in production on the farms
and to the larger marketable and marketed surplus. Merits of agriculture marketing are
Optimization of Resource use and Output Management, help to reduce commit suicide by
farmer’s, Increase in Farm Income, Widening of Markets, Growth of Agro-based Industries,
Price Signals, Adoption and Spread of New Technology of marketing, Direct and Indirect
Employment Creation, Addition to National Income, Better Living standard, Creation of
Utility of labor, farmers and producers and also help to fulfill PM’s dreams of making double
their income till 2022 etc.
There are three level of agriculture market structure in Chhattisgarh; Local Level Markets, District Level Markets and Center Level Markets. Local Level Markets where farmers (who produce in small quantity and are economically weak) can conveniently sell (to purchasers), often to middlemen. The
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Sitabai Arts, Commerce & Science College, Akola
middlemen then sell it to district or central market. These are called ‘grower’s markets’ or ‘primary markets’. District Level Markets where huge quantities of agricultural commodities are assembled from local markets. After processing, these are transported to the central markets or sold to consumer markets. There are in Central Markets facilities of processing, storage and grading are available. These markets are professional in nature. Buyers of different states and countries visit these markets. Marketing improvements can contribute to a significant improvement in farmers’ income. This should be considered the priority action.
Agriculture Marketing Main Items & Classification
Hortic ulture Items
Food Grains Oil seeds Fibre Produce
Beverage Items Cash Items Animal Products Flowe rs Spices Veget ables Fruits Rice Wheat Dals gram maize Mustard Castor Soya bean Cotton Jute Mesta Tea Coffee Tobacco Sugarcane Milk Fish Meat Egg Poultry Wool Agricultural marketing is affected by various environment factors. These factors may broadly classify as micro-environment and macro-environment. The micro-environment includes the buyer and his characteristics, market intermediaries, facilitating agencies, government agencies, and ultimate consumers. Macro-environmental factors are classified as economic factors, socio-cultural factors, political factors, technological factors, and climatic factors. Cost of agricultural inputs, nearest market facility, Minimum Support Price of product, economic position of farmer, availability of credit facilities, export opportunities, fiscal policies, transportation etc. have considerable impact on agricultural marketing. Educational levels, marketing intelligence, modern farming, agricultural resources etc. are some of the socio-cultural factors that influence agricultural marketing. Technological innovations, use of high yielding varieties of seeds, pesticides, agricultural inputs, water management scientific use of fertilizers etc. factors directly and indirectly influence the productions and distributions of agricultural produces. Importantly, chain of cold storage may improve the marketing of perishables like vegetables, milk, fruits, milk-products etc. Marketing information can be effectively disseminated through modern devices of communication technology. Government intervention in terms of policy, regulation, financing marketing and extension services plays a vital role in supporting agricultural programmes through various services like financing, educating, training and providing technical services to the people. Climatic factors like excessive rains, bad weather, drought, floods and other natural calamities influence agricultural marketing. Our Chhattisgarh situated in heart of India. Whole state covered by mountain. In west side maikal series, in north maikal series and Pat Pradesh, in east side part of Chhota Nagpur pathar and pat Pradesh, in south of state dandkaranya and bailadilla pathar, in centre Chhattisgarh we called Chhattisgarh ka maidan. It’s looks like bowl sheaf type and our main crops are paddy. So we called Chhattisgarh “DHAN KA KATORA”. The major part of state red and yellow soil that is bettes for the production of paddy. Another agricultural product are wheat, pulses, maize, soya bean, gram, bazra, mustard etc. Average rainfall of state is 120 centimeter per year. In state there are 27 districts and now 12 districts are not connected with rail faculties. In the state a large chain of river but they flow in rainy seasons only and dry to summer. Total irrigated area in our state is 20.03 lakh hector, it
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Sitabai Arts, Commerce & Science College, Akola
is out of 35 percent of total agriculture area. 7 major project of harvesting big dam and more than three dozens of medium and 2432 minor harvesting project running in Chhattisgarh. Gross state domestic product of Chhattisgarh is in fixes price Rs. 202180 crore and current price Rs. 251447 crore. Agriculture sector contribute 15.02%, service sector 35.06% and manufacturing sector 49.02% in GSDP. Per capita income in state is Rs. 91772. Chhattisgarh state is in 4th position of Ease of doing business after Andhrapradesh, Telangana and Gujrat in index year 2016.
There are three pillars of agriculture marketing in Chhattisgarh that is co operative societies, mandi board and beej vikas nigam. For welfare and promoting of agriculture government make varies plans for the farmer. The main object of the plan are food security to poor farmer, provide him employment, modern and better agriculture facility etc. Some plan for the farmer are shakambhari yojna, pradhan mantra bima suraksha yojna, fasal bima yojna, agriculture loan in minimum interest rate (3%), selling of standard seeds, KISAN CALL CENTER 18001801551, minimum support price system, paddy and other agriculture product purchase plan in minimum support price and many various programme run for farmer. Chhattisgarh government has purchasing paddy in minimum support price through 1987 co-operative societies. Minimum support price of paddy are grade first 1590 grade second 1550 and proposed Rs. 300 bonus per quintal. For controlling of market Chhattisgarh government drafted many act; such as The C.G. Krishi Upaj Mandi Adhiniyam 1972 (Act No. 24 of 1973), C. G. co operative act, Manual on Agricultural Prices and Marketing, Minimum Support Price agricultural produce. Chhattisgarh government prepares a deferent budget for the agriculture.
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Sitabai Arts, Commerce & Science College, Akola
It has also given rise to several problems faced by farmers, sellers, as also planners, policy makers, and administrators of agricultural marketing. Saxena (1997) discussed at length the following as some of these: (1) Lack of transport facilities; (2) Non-availability of spacious market yards (3) Lack of proper storage facilities; (4) Lack of market intelligence at the level of farmers/producers selling surplus; (5) Inadequate facilities for grading and standardization (6) Lack of modern market of agriculture produce (7) Lack of easy financing facility (8) Lack of modern equipment of agriculture (9) Mismanagement of marketing (10) Lack of government policy control (11) Lack of online marketing system. Lack of Market Information System MIS is one another bericuts of the progress of agriculture marketing. If MIS are to have any meaning for farmers the information they provide must be accurate and farmers must understand to which product, quality, etc. the prices refer. Farmers need to be able to apply the accurate information made available to them. some cases farmers and traders can be charged information. However, most small farmers would have trouble in paying and, anyway, it is difficult to see how they could be charged if the aim is to get information to them as quickly as possible. Consideration could be given to a two-tier system. Basic information could be provided by radio for free to small farmers. Traders and large farmers requiring more detailed information could be supplied, for a fee, with more detailed information by e-mail or phone.Object of this to provide a different type of modern marketing facility, where all types of comfort zone available for the farmers, consumer and society. There are online marketing, well transporting, well established infrastructure, producer to consumer, storage, modern agriculture, well banking and simple loan facility, food processing and preservation etc. Yes I discus about SAZ- Special agriculture Zone and Agro market. This is an organization of farmer where refresher and training available for them. They update their knowledge according to market and gain more profit. They can able to decide their product comparative price. Purchasing and selling for agro product should be an online system, easy loan and banking system. The customer can buy fresh and good quality of food in fair price through online system. A wide are chain of distribution of agro product. That is in state level, district level, block level and village level. Now 69 Krishi Upaj Mandi and 118 Upmandi are working in Chhattisgarh state. In this way state government establish mega food processing park in Dhamtari, food park in in Borai (Durg) and Tedesara (Rajanandgaon), Herbal Park in Bagod (Dhamtari), Kisan Shopping Mall in Rajnandgaon, but it is not sufficient we want to establish Kisan Shopping in each district and cities and online marketing for each ago product like flipkart and Amazon. This way to farmer’s able to get double their income till 2022, an organized society for farmer, get actual price for their agro product, direct employment in agro marketing sector and start a New Era of Farmer’s Entrepreneurship. Infinitely we make able to decrease regional disparity and also make agriculture to profitable business. After establishment of our state, more attention has been paid to agricultural sector, and this has increased the pace of modernization of agriculture and introduction of technological innovations such as the use of high-yielding variety seeds, improved agricultural implements, and fertilizers and pesticides in the recent past, has brought about a big change in the production and productivity in agriculture, We want to distribute best marketing channels in whole state, increasing the effectiveness of transportation, on the spot financing and payment of agriculture produce to farmer or producers, provide storage and food processing facility, adoption of new marketing technology which includes storage, processing and Information Technology, Countering and combating market power in the context of growing strength of mercantile power, assuring accurate weights and measures by using the new technology, empowering poor, women and marginalized groups, eliminating too many restrictions and controls, provide online marketing plate form to the farmer, market Orientation to all participants of the market and particularly farmers.. Today, virtually every business, educational institutions, government agency, advertising agency, publishers and newspapers—any organization or individual whose very existence depends on fast and
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accurate information—draws upon vast store houses of knowledge contained in the world’s on-line database. Online information retrieval becomes possible through computer network. Computer networks and software technology are developed to electronically store, search, retrieve and distribute millions of pages of information and data instantaneously and facilitate information empowerment to numerous persons simultaneously. 28. Introduction of economic reforms, ushering in liberalization policies, in the country has brought new challenges to the marketing system including information requirements. There are several areas of agricultural marketing with farmers need to be fully familiarized in order to improve price realization. Important areas amongst these are standardization and grading, packaging and labeling, storage and warehousing, marketing infrastructure including direct markets, SPS and marketing regulations, forward and future markets and export markets. Awareness on the part of farmers in each one of these areas will enable to plan their production and sale in a manner economically most advantageous to them. Advancement in communication and information technology has made the world a smaller place and a larger market at one go. So we should to promote online marketing like other consumer product. We want to innovate mobile apps and wed site for marketing of agricultural product.
Reference-
Rural Marketing- Indian Perspective –
By Avdhesh Kumar Singh, Satya Prakash Pandey Food and Agricultural Marketing : Market Orientation by Custance, Paul, Dr Harness, David, Mr Hingley, Martin K, Food Justice by Gottlieb, Robert Joshi, Anupama
Chhattisgarh Economic survey 2016-17 https://en.wikipedia.org https://www.nabard.org/english/tracker.aspx http://agridept.cg.gov.in/agriculture/Agri_Census_06.htm http://agricoop.nic.in/AnnualReport06-07/AGRICULTURAL%20MARKETING.pdf http://agmarknet.nic.in/journal3.pdf http://www.inter-reseaux.org/IMG/pdf_0-_Complet_light.pdf
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6.ISSUES OF FARMERS’ SUICIDES IN INDIA: CAUSES AND REMEDIES