Market-led Extension

Prepared By :SONDARVA AGNES M.sc.(Agri) Extension1st semesterBACA, AAU, Anand

Market-led Extension

Khaleel, 2007

Market led Extension as a market ward orientation of agriculture through extension , includes agriculture and economics, and is the perfect blend for reaching at the door steps of farming community with the help of appropriate technology.

Market-led

Identification of customer needs and wants befor offering a service.

Elements of Market-led Extension

Need based

Demand driven

Emphasis on efficiency

Client oriented

Aims at high return to farmers

Roles of Agricultural Extension personnel in Market-led Extension

SWOT analysis of the market Organization of Farmers’ Interest Groups (FIGs) Enhancing the interactive and communication skills

of the farmers Establishing marketing and agro-processing

linkages Advice on product planning Educating the farming community Direct marketing Acquiring complete market intelligence Publication of agricultural market information Production of video films of success stories Creation of websites of successful FIGs

Challenges to market-led extension

Gigantic size of extension system Information technology Diverse conditions Market intelligence Reforms in agricultural extension system

Agricultural Markets in India No of regulated markets - 7246

No of rural primary markets - 21,238

No of wholesale markets - 6539

Av. area served by a regulated market - 435 sq. Km

Area served per regulated market - varies from 115 sq km in Punjab to

11215 sq km in Meghalaya

Recommendations by National Farmers Commission(2004) - availability

of markets within 5 km radius

Command area covered by each market should be approx. 80 sq km

Required information to extension systems & farmers

Present agricultural scenario & land use pattern Crops in demand in near future Market prices of crops Availability of inputs Desired qualities of the products by consumers Regular updating of market intelligence Improved production technologies Postharvest management

Challenges to market-led extension Gigantic size of extension system Information technology Diverse conditions Market intelligence Reforms in agricultural extension system

• Production is based on demand for particular Quality, Variety, season and packaging

Market Oriented Production

• Group of farmers can be very successful in marketing, if managed efficiently

Working with farmers groups.

• This includes official, unofficial and informal sources of information which can help farmers

Using market information

• Well and effective communication link of marketing chain- facilitates efficient marketing

Improved communication in marketing channel

Marketing Extension Techniques

Need for Reform in Agricultural Marketing

• Empower producers with knowledge, information & capability to undertake market-driven production.

• Provide Multiple Choice and competitive Marketing Channels to farmers.

• Attract Large Scale investments needed for

Infrastructure facilities.

THANK YOU