Agricultural Extension takes a new dimension as Market-led Extension. Seed to Seed technology is transformed into Investment to market. Farmer is educated to become an Agripreuner. Profit oriented Agriculture is planned with different enterprises

1. P.VANNIARAJAN,M.Sc(Ag)
JOINT DIRECTOR OF AGRICULTURE
(Retired)

2. Rupee (Credit/ Investment)
What to produce
Suitability of crop/ enterprises
Decision on how much to produce/land holding to each enterprise
How to produce
Post harvest technology
Value addition
Storage /Transport
When / Where and what price to sell
Rupee / Investment

3.  Rupees
 Finance with you
 Credit institution
 Credit (Repayable)
 What to produce
 Crops
 Livestock
 Suitability of crop/ enterprise
 Land
 Season
 Irrigation
 Decision on how much to produce/land holding to each
enterprise
 Allocation of land for different crops and livestock
 Own land
 Tenant land
What to
produce

4.  How to produce
 Package of practices
 Irrigated / Rainfed
 Inputs
 Machineries
 Labour
 Support of Government schemes
 Overcoming natural calamities
 Overcoming pest and diseases

5.  Post harvest technology
 Threshing
 Machineries
 Packing
 Value addition
 Processing
 Machineries for processing
 Labour

6.  Storage /Transport
 Warehouse/ Godowns
 Storage pest and diseases
 Transport vehicles
 Roads to market
 Distance
 When / Where and what price to sell
 Knowledge on market prices (agmarketnet)
 Price fluctuations
 Regulated markets
 Ulavar shandai and other markets
 Commodity Groups
 FPOs

7.  Rupee / Investment
 Profits
 Investment for next season
 Planning for next season

8. PARADIGM SHIFT FROMPRODUCTION-
LED EXTENSION TO MARKET-LED
EXTENSION
ASPECTS PRODUCTION-LED
EXTENSION
MARKET-LED
EXTENSION
Purpose/
Objective
Transfer of production
technologies
Enabling the farmers to
get optimum returns out
of returns
Expected end
results
Adoption of package of
practices
High returns
Focus Production/ yield
Seed to Seed
Whole process as an
enterprise
High returns
Rupees to Rupees

9. PRODUCTION-LED EXTENSION TO
MARKET-LED EXTENSION
ASPECTS PRODUCTION-LED
EXTENSION
MARKET-LED
EXTENSION
Techn0logies Fixed package
recommended for an agro
climatic zone covering very
huge area irrespective of
different farming system
Diverse baskets of package
of practices suitable to local
situation/ farming system
Extension
interactions
Message
Training
Motivation
Recommendations
Joint analysis of the issues
varied choices for adoption
consultancy
Linkage/ Liaison Research- Extension-
Farmer
Research- Extension- Farmer
extended market linkage

10. PRODUCTION-LED EXTENSION TO
MARKET-LED EXTENSION
ASPECTS PRODUCTION-LED
EXTENSION
MARKET-LED
EXTENSION
Extension
personnel role
Limited to delivery mode
and feedback to research
system
Enriched with market
intelligence besides the TOT
function.
Establishment of marketing
and agro-processing.
Linkages between farmer
groups and processors.
Contact with
farmers
Individual Farmer Interest Groups
Commodity Interest Groups
Self Help Groups
Maintenance of
records
Not much important. Focus
on production
Very important as
agriculture is viewed as
enterprise to understand the
cost benefit ratio and profits
generated.

11. PRODUCTION-LED EXTENSION TO
MARKET-LED EXTENSION
ASPECTS PRODUCTION-LED
EXTENSION
MARKET-LED
EXTENSION
Information
support
Emphasis on production
technology
Market intelligence
including price trends,
demand position, current
prices, market practices,
communication network,
etc., besides production

12. PRODUCTION-LED EXTENSION TO
MARKET-LED EXTENSION
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