Conversion of Product Led Extension into the market-led extension The orientation of the extension system with knowledge and skills related to the market Minimization of production cost. Modernization of wholesale markets or new markets with new Agricultural policy.

1. Kawita Bhatt*
*Ph. D. Scholar, Department of Agricultural Communication, College of
Agriculture, GBPUAT, Pantnagar, (UK)
Day 2 (Sunday) session-3 (10am-12.00pm)

2. Centre for Study of Developing Societies. 2018. State of Indian Farmers: A Report. Cited from
https://www.lokniti.org/pdf/Farmers_Report_ Final.pdf. retrived on 21.12.2019.
ICAR news. 2013. Food Grain Festival Organized at KVK, Baramati. Cited from https://icar.gov.in/node/5458. Retrived on
22.12.2019.
Krishna D., Kumbhare N., Prabhakar I., Swetha B. and Ashoka N. 2019. Innovations in Market-Led Extension. International
Journal Current Microbiology Applied Science. 8 : 3256-3263.
Mandal, A. (2005). Swarnjayanthi gram swarozgar yojana and selfhelp groups: an assessment. Reader in Political Science.
Tufanganj College, Kurukshetra. 53:4-9.
NABARD. 2019. Farmer Producer Organisations. cited from https://www.nabard.org/demo
/auth/writereaddata/File/FARMER%20PRODUCER%20ORGANISATIONS.pdf. Retrieved on 22.12.2019.
Navaneetham B., Mahendran k., Sivakumar S. and Senthilkumar R. 2017. Status of farmer producer
companies in India. Cited from
https://www.researchgate.net/publication/320272402_Status_of_farmer_producer_companies_in_India.
Retrieved on 21.12.2019.
Kumar, A.K., 2004, Market-Led Extension-An experience with Rubber Board, Paper Presented in work shop
on Market-Led extension, MANAGE, Hyderabad, 1-21 December.2004 16

3. Capacity of the Agricultural system towards increase in productivity
cum profit maximization through the new trend of extension services.
Is market led
extension
efficient and
effective
enough??

4. We produce
enough to feed
the nation.

5. • Conversion of P-L-E into
M-L-E
• Orientation of extension
system with knowledge and
skills related to the market
• Minimization of production
cost.
• Modernization of wholesale
markets or new markets
with new Agricultural
policy.

7. Navneetham et al.,2017
0
50
100
150
1 4 7 10 13
No.ofregistered
FPOs
Year

8. Hadaspar vegetable market
Rythu bazar
Credits: New Indian express

9. Impact Assessment of Reuters Market Light in Agricultural Information Dissemination in
Punjab
Objective: To examine the awareness about utilization of information by the farmers and
extent of satisfaction of the subscribers to the RML scheme
Results:
Frequency of Market Information Supply (N=116)
Views of respondent-subscribers on subscription of RML
scheme
Source: Chahal et al. 2012

10.  Most of the respondents rated the RML
scheme as advantageous as they could get
a higher price for their produce, disposed
off their produce according to market
conditions, got imminent warning on the
outbreak of disease, etc.
 It shows that if farmers are provided with
the latest information on different crops, it
will go a long way in making farming a more
remunerative venture.
Benefits in terms of price derived based on
information from RML Scheme

11. Shitu G. A., Remi Sakia R. M., Meti S. K.
and Maraddi G. N. (2013)
Market size is large
and continuously
expanding, but
marketing
system has not
kept pace.
85% of the 27,294 rural
periodic markets, facilities
for efficient
7200 market
yards/sub yards are
inadequate, ill
equipped and
mismanaged.
30% fruits and
vegetables, 7% grains, 10% spices
loss before reaching market.

12. • • •
Market-led Extension, an Experience with Rubber board in India
The companies were importing rubber from other countries due
to high quality and low price
Local producers were in trouble
Factories was operating at low capacity utilization
Capacity was 40 tonnes/day Were operating at 10 tonnes/day
Source: Kumar, A.K., 2004,

13. Inclusion of effective
and easily accessible
ICT in MLE at the
community level
> Increasing the number of
extensionists/VLWs to farmer
ratio
>Providing tailored made
services to the farmers during
and after this pandemic
(COVID-19)
Improving
the forward
and
backward
linkages

14. .
To achieve the increased competitiveness of Indian agriculture there
is a need for innovations in market-led extension.
Paradigm shift focus from ‘supply driven’ to ‘demand driven’ and
produce according to the market needs and farmers have to earn high
returns.
Market-led extension establishes its position by helping the farmers
realize high returns for the produce, minimize the production costs,
and improve the product value and marketability.
We have to identify the market demands in terms of produce for the
present and the future