Time demanding to educate farmers about agriculture marketing and make agriculture a business not occupation.

1. Need of Market LedNeed of Market Led
Extension for LinkingExtension for Linking
Farmers to MarketsFarmers to Markets
Dr. R. P. SinghDr. R. P. Singh
Associate Director ExtensionAssociate Director Extension
Directorate of Extension EducationDirectorate of Extension Education

2. Changing paradigm ofChanging paradigm of IndianIndian
AgricultureAgriculture
 Transformation from Subsistence to marketTransformation from Subsistence to market
driven-LPG.driven-LPG.
 Technology, institution, policy and markets.Technology, institution, policy and markets.
 Linking producers to markets is a majorLinking producers to markets is a major
challenge.challenge.
 Access to information, capital and effectiveAccess to information, capital and effective
transfer of technology is crucial.transfer of technology is crucial.
 Farmers quite often loose due to lack ofFarmers quite often loose due to lack of
market information and access to marketmarket information and access to market

3. Questions confronting the farmersQuestions confronting the farmers
 Globalization of market –How to adjust?Globalization of market –How to adjust?
 Farmers need answers to questions like:Farmers need answers to questions like:
- What to produce?- What to produce?
- When to produce?- When to produce?
- How much to produce?- How much to produce?
- When and where to sell?- When and where to sell?
- Where to sell?- Where to sell?
- In what form to sell?- In what form to sell?
- What channels to sell his produce?- What channels to sell his produce?
 Key answer to the above Empower farmers in bothKey answer to the above Empower farmers in both
Production Market Oriented knowledgeProduction Market Oriented knowledge..

4. Access to Extension InformationAccess to Extension Information
 Needs of farmers are diverse and complex.Needs of farmers are diverse and complex.
 NSSO 2005-Over 50% of farmers do not haveNSSO 2005-Over 50% of farmers do not have
access to extension information.access to extension information.
 44% have some access. Of this, 22% has44% have some access. Of this, 22% has
access through media (Radio 13% and TV 9%).access through media (Radio 13% and TV 9%).
 Lack of information hinders transfer ofLack of information hinders transfer of
technology.technology.
 Efforts are on to organize Marketing InformationEfforts are on to organize Marketing Information
Services.Services.

5. Need for Market Led ExtensionNeed for Market Led Extension
 Globalization / Economic liberalization-Globalization / Economic liberalization-
Expansion of Market-more of agribusiness andExpansion of Market-more of agribusiness and
trade.trade.
 Changing consumers preference-move towardsChanging consumers preference-move towards
HVCs.HVCs.
 Revolution in Information CommunicationRevolution in Information Communication
Technology (ICT).Technology (ICT).
 New trade opportunities within and outside theNew trade opportunities within and outside the
country.country.
 Under exploited export opportunities-WTO.Under exploited export opportunities-WTO.
 Multiple players in agricultural trade.Multiple players in agricultural trade.

6. Challenges to Market-LedChallenges to Market-Led
ExtensionExtension
 Gigantic size of Extension System.Gigantic size of Extension System.
 Adoptions of Information Technology.Adoptions of Information Technology.
 Market Intelligence.Market Intelligence.
 Extension Cadre Development.Extension Cadre Development.
 Reorganization of Extension System.Reorganization of Extension System.

7. Conventional Extension and MarketConventional Extension and Market
Led Extension-ComparisonLed Extension-Comparison
 Concentrate on productionConcentrate on production
oriented activities.oriented activities.
 Supply driven.Supply driven.
 Confines to domestic andConfines to domestic and
household needs.household needs.
 Technological support to theTechnological support to the
farmers.farmers.
 Use of conventionalUse of conventional
communication tools forcommunication tools for
TOT.TOT.
 Guides what is to beGuides what is to be
produced.produced.
 Services through publicServices through public
sector and co-operatives.sector and co-operatives.
 Concentrate on productionConcentrate on production
and Market / trade orientedand Market / trade oriented
activities.activities.
 Demand driven-profitDemand driven-profit
orientation.orientation.
 Market forces extendsMarket forces extends
towards international trade.towards international trade.
 Technological supportTechnological support
followed by trade support.followed by trade support.
 Use of ICT for TOT.Use of ICT for TOT.
 Guides what and how muchGuides what and how much
market needs when tomarket needs when to
produce.produce.
 Moving towards publicMoving towards public
private partnership.private partnership.

8. Paradigm shift from Production-Led ExtensionParadigm shift from Production-Led Extension
to Market-Led Extensionto Market-Led Extension
AspectsAspects Production-LedProduction-Led
ExtensionExtension
Market-LedMarket-Led
ExtensionExtension
Purpose /Purpose /
ObjectiveObjective
Transfer of productionTransfer of production
technologiestechnologies
Enabling farmers toEnabling farmers to
get optimum returnsget optimum returns
out of the enterprise.out of the enterprise.
Expected endExpected end
resultsresults
Adoption of package ofAdoption of package of
practices by most of thepractices by most of the
farmers.farmers.
Adoption of GAP toAdoption of GAP to
secure High returns.secure High returns.
Farmers seen asFarmers seen as Progressive farmer.Progressive farmer. Farmer as an “AgriFarmer as an “Agri
Entrepreneur”Entrepreneur”
FocusFocus Production / yieldsProduction / yields
“Seed to Seed”“Seed to Seed”
Whole process as anWhole process as an
enterprise End to Endenterprise End to End

9. AspectsAspects Production-Led ExtensionProduction-Led Extension Market-Led ExtensionMarket-Led Extension
TechnologyTechnology Fixed package recommendedFixed package recommended
for an agro-climatic zonefor an agro-climatic zone
covering very huge areacovering very huge area
irrespective of differentirrespective of different
farming situations.farming situations.
Diverse baskets ofDiverse baskets of
package of practicespackage of practices
suitable to localsuitable to local
situations / farmingsituations / farming
systems.systems.
Extensionists’Extensionists’
interactionsinteractions
MessagesMessages
TrainingTraining
MotivatingMotivating
RecommendationsRecommendations
Joint analysis of theJoint analysis of the
issuesissues
Varied choices forVaried choices for
adoptionadoption
ConsultancyConsultancy
Linkages / liaisonLinkages / liaison Research-Extension-FarmerResearch-Extension-Farmer Research-Extension-Research-Extension-
Farmer-MarketFarmer-Market
Extensionists’ roleExtensionists’ role Limited to delivery mode andLimited to delivery mode and
feedback to research system.feedback to research system.
Enriched with marketEnriched with market
intelligence besides theintelligence besides the
TOT functionTOT function
Establishment ofEstablishment of
marketing and agro-marketing and agro-
processing linkagesprocessing linkages
between farmer groups,between farmer groups,
markets, and processors.markets, and processors.

10. ICT In AgricultureICT In Agriculture
 National commission on farmers-Establishment ofNational commission on farmers-Establishment of
Rural Knowledge Centres.Rural Knowledge Centres.
 National Informatics Centre GOI-AgriculturalNational Informatics Centre GOI-Agricultural
Information Division-ARISNET.Information Division-ARISNET.
 VISTARNET-Agril. Extension Information SystemVISTARNET-Agril. Extension Information System
Network.Network.
 Private initiatives-ITCe choupal, Mahindra Sulabh,Private initiatives-ITCe choupal, Mahindra Sulabh,
Parry Corners, Rallis-Kisan Kendra, TATA KisanParry Corners, Rallis-Kisan Kendra, TATA Kisan
Sansar, Hariali Bazar, etc.Sansar, Hariali Bazar, etc.
 Agriwatch-Information and Analysis on commodities.Agriwatch-Information and Analysis on commodities.
 AGRIMARKETNET of DMI,AGRIMARKETNET of DMI,
KRISHIMARATAVAHINI of Karnataka state deptt.KRISHIMARATAVAHINI of Karnataka state deptt.
of Agri Marketing .of Agri Marketing .

11. Required InformationRequired Information
 Market network of the local area and the priceMarket network of the local area and the price
difference in various markets.difference in various markets.
 Network of storage and warehouse facilitiesNetwork of storage and warehouse facilities
available.available.
 Transport facilities.Transport facilities.
 Regular updating of market intelligence.Regular updating of market intelligence.
 Production technologies like improved varieties,Production technologies like improved varieties,
organic farming, usage of bio-fertilizers and bio-organic farming, usage of bio-fertilizers and bio-
pesticides, IPM, INH and right methods ofpesticides, IPM, INH and right methods of
harvesting etc.harvesting etc.
 Post-harvest management like processing, grading,Post-harvest management like processing, grading,
standardization of produce, value addition, packaging,standardization of produce, value addition, packaging,
storage, certification, etc. with reference to foodstorage, certification, etc. with reference to food
grains, fruits and vegetables, eggs, poultry, fish etc.grains, fruits and vegetables, eggs, poultry, fish etc.

12. Recent Extension MethodologiesRecent Extension Methodologies
1.1. Use of farmers’ organization like Farmers Interest Groups,Use of farmers’ organization like Farmers Interest Groups,
Commodity Groups and Self Help Groups.Commodity Groups and Self Help Groups.
2.2. Use participatory mode of out reach activities which includes:Use participatory mode of out reach activities which includes:
Farmers Participatory Research (FPR).Farmers Participatory Research (FPR).
Participatory Technology Development (PTD).Participatory Technology Development (PTD).
Participatory Technology Evaluation (PTE).Participatory Technology Evaluation (PTE).
Farmer Field Schools (FFS).Farmer Field Schools (FFS).
Rapid Rural Appraisal (RRA).Rapid Rural Appraisal (RRA).
Participatory Rural Appraisal (PRA).Participatory Rural Appraisal (PRA).
Participatory Learning Appraisal (PLA).Participatory Learning Appraisal (PLA).
3.3. Establishment of satellite forms for large scaleEstablishment of satellite forms for large scale
demonstrations to showcase the utility of the technologies.demonstrations to showcase the utility of the technologies.
4.4. Use of ICT tools.Use of ICT tools.

13. Audit of local resources and facilitiesAudit of local resources and facilities
 Investigation of the area to familiarize with problemsInvestigation of the area to familiarize with problems
as well as the opportunities.as well as the opportunities.
 The extension officer’s role is to listen and learn.The extension officer’s role is to listen and learn.
 He should try to understand how farmers might reactHe should try to understand how farmers might react
to new ideas and which farmers are likely to be mostto new ideas and which farmers are likely to be most
positive.positive.
 He should have a clear idea of the crops, theHe should have a clear idea of the crops, the
marketing system, the individuals and the problems ofmarketing system, the individuals and the problems of
the area.the area.
 He should have some idea of the possible solutions,He should have some idea of the possible solutions,
which are worth investigating at the end.which are worth investigating at the end.

14. Stages in Promoting marketing extensionStages in Promoting marketing extension
Review Stage:Review Stage:
 Implementation of the action.Implementation of the action.
 Decision making.Decision making.
 Audit of local Resources.Audit of local Resources.
 Determining.Determining.
 What market wants.What market wants.
 Marketing system.Marketing system.

15. Determining what the market wants inDetermining what the market wants in
terms of product at present and in futureterms of product at present and in future
 Finding out from the market, what product orFinding out from the market, what product or
products and process are wanted and in what formproducts and process are wanted and in what form
the customer wants.the customer wants.
 Who are currently supplies to the market? At whatWho are currently supplies to the market? At what
times? At what prices? What volumes are sold? Howtimes? At what prices? What volumes are sold? How
the produce is packed & presented? What kind ofthe produce is packed & presented? What kind of
network exists?network exists?
 Opinions of knowledgeable individuals, who areOpinions of knowledgeable individuals, who are
commercially involved with trading.commercially involved with trading.
 Market information-price data, volume of produceMarket information-price data, volume of produce
delivered, major intermediaries.delivered, major intermediaries.

16. The Marketing SystemThe Marketing System
Involves determining what the customer wants in termsInvolves determining what the customer wants in terms
of service.of service.
One has to find out the best way to work within theOne has to find out the best way to work within the
existing marketing system as the evolution of viableexisting marketing system as the evolution of viable
alternative takes time.alternative takes time.
Needs to understand the following:Needs to understand the following:
1.1. Produce distribution system.Produce distribution system.
2.2. Actions and interactions among and between variousActions and interactions among and between various
participants.participants.
3.3. Marketing channels and margins at various levels.Marketing channels and margins at various levels.
4.4. Whole sales & middlemen selection as tradeWhole sales & middlemen selection as trade
partners.partners.
5.5. Market Services Available.Market Services Available.

17. Decision making and agreeing on an actionDecision making and agreeing on an action
planplan
Involves choosing the best course ofInvolves choosing the best course of
action from among the alternativesaction from among the alternatives
Extension workers has to decide.Extension workers has to decide.
How the marketing problems of the areaHow the marketing problems of the area
can be solved.can be solved.
The best way to transfer his plansThe best way to transfer his plans
across the maximum number of farmers.across the maximum number of farmers.

18. Implementation of action plansImplementation of action plans
Pre-production advice.Pre-production advice.
Production planning.Production planning.
Marketing of produce.Marketing of produce.

19. Review StageReview Stage
The progress will be compared with theThe progress will be compared with the
action plan drawn.action plan drawn.
The new action plan will be laid andThe new action plan will be laid and
analysed through SWOT analysis.analysed through SWOT analysis.
Lesser the deviations from action planLesser the deviations from action plan
more will be the rate of success.more will be the rate of success.

20. ConclusionConclusion
Paradigm shift from production (supply)Paradigm shift from production (supply)
led to market (demand) led system ofled to market (demand) led system of
agricultural extension is inevitable dueagricultural extension is inevitable due
to changing production and marketingto changing production and marketing
scenario.scenario.
ICT application in agricultural extensionICT application in agricultural extension
and networking has just begun but itand networking has just begun but it
must ensure quality, timelinessmust ensure quality, timeliness
reliability and adequacy.reliability and adequacy.