Role of Agricultural Marketing in Realizing the Goal of Viksit Bharat
Devika Mehrotra
Deepak Fertilizers and Petrochemicals Corporation Ltd.
Address for correspondence: devikamehrotra11@gmail.com
Abstract
Agriculture in India has remained a crucial sector, directly or indirectly providing livelihood to a majority of the population. As India transitions towards becoming a developed nation (Viksit Bharat), agricultural marketing plays a pivotal role in ensuring sustainable economic growth, improving farmers’ income, and enhancing food security. This paper explores the past and present scenario of agricultural marketing in India, its challenges, and future recommendations. By leveraging modern marketing tools, digital platforms, and supply chain innovations, agricultural marketing can significantly contribute to India’s vision of Viksit Bharat.
Introduction
Agricultural marketing serves as the bridge between production and consumption, ensuring that farmers receive fair prices for their produce while consumers access quality food at reasonable rates. The traditional agricultural marketing system in India has been plagued with inefficiencies, including excessive middlemen, high transaction costs, and lack of direct market access for farmers. To realize the goal of Viksit Bharat, it is imperative to modernize agricultural marketing through digitalization, infrastructure development, and policy reforms.
Challenges in Agricultural Marketing
- Inefficient Supply Chains –The involvement of multiple intermediaries leads to inflated prices for consumers and reduced earnings for farmers.
- Post-Harvest Losses –Due to inadequate storage and transportation facilities, India loses a significant portion of its agricultural produce.
- Market Fragmentation –The lack of a unified national market makes it difficult for farmers to access competitive pricing and wider market opportunities.
- Price Volatility –Agricultural produce prices are highly volatile, affecting both farmers and consumers.
- Limited Access to Credit and Insurance –Smallholder farmers often lack financial support to invest in better inputs and technology.
Role of Agricultural Marketing in Achieving Viksit Bharat
Enhancing Farmers’ Income: By eliminating middlemen and improving farm-to-market linkages, farmers can receive better prices for their produce. Initiatives such as e-NAM (National Agriculture Market) and direct procurement by agribusinesses ensure higher profitability.
- Strengthening Supply Chain Infrastructure:The development of cold storage, warehouses, and efficient logistics networks can minimize post-harvest losses, improving overall efficiency in the supply chain.
- Promoting Digital and Smart Agriculture: The integration of Information and Communication Technology (ICT) in agricultural marketing can provide farmers with real-time price information, weather forecasts, and advisory services. Platforms such as Agri-tech startups and government-backed digital marketplaces empower farmers with better decision-making tools.
- Encouraging Cooperatives and Farmer Producer Organizations (FPOs):Strengthening cooperative models and FPOs enables small-scale farmers to collectively market their produce, gain bargaining power, and access value-added processing facilities.
- Foreign Direct Investment (FDI) in Agriculture:Though traditionally restricted, allowing FDI in agricultural retail marketing can introduce global best practices, boost investment in rural infrastructure, and create better market linkages.
- Implementation of Policy Reforms:Reforms such as the Model Agricultural Produce and Livestock Marketing Act (APLM) aim to create a more transparent and efficient marketing system. Market-driven policies, including minimum support prices (MSP) and contract farming regulations, can ensure farmers’ economic stability.
Success Stories and Global Best Practices
- Digital Platforms in Agriculture: Platforms like e-Choupal by ITC have successfully linked farmers directly with markets, ensuring fair prices and reducing dependency on intermediaries.
- International Models: Countries like the Netherlands and Israel have established robust agricultural marketing frameworks with advanced technology integration, providing India with valuable insights into improving its own system.
Conclusion
Agricultural marketing plays a fundamental role in achieving the goal of Viksit Bharat by ensuring economic growth, empowering farmers, and enhancing food security. By implementing modern marketing strategies, improving infrastructure, and leveraging digital tools, India can transform its agricultural sector into a global leader. A well-structured agricultural marketing system will not only boost rural incomes but also contribute significantly to India’s journey towards becoming a developed nation.
