The Agricultural Market Intelligence System in India was established to collect and disseminate market information through the Domestic and Export Market Intelligence Cell of Tamil Nadu Agricultural University in order to provide price forecasts and market intelligence to farmers and traders to help them make informed decisions about production, marketing, storage and quality standards to maximize prices. The system collects historical market and price data, conducts surveys, and disseminates forecasts and recommendations via its website and SMS to help reduce price volatility for farmers.

1. Agricultural Market
Intelligence System In India
Domestic and Export Market Intelligence Cell
(DEMIC) of tnau

2. i. To establish a nation-wide information network for speedy
collection and dissemination of market information and data
for its efficient and timely utilization.
ii. To facilitate collection and dissemination of information
related to better price realization by the farmers. This would
cover:
(a)Market related information such as market fee, market
charges, costs, method of sale, payment, weighment,
handling, market functionaries, development programmes,
market laws, dispute settlement mechanism, composition of
Market Committees, income and expenditure, etc.;
(b)Price-related information such as minimum, maximum and
modal prices of varieties and qualities transacted, total
arrivals and dispatches with destination, marketing costs and
margins, etc.; Contd…
AMIS Objectives

3. (c) Infrastructure related information comprising facilities
and services available to the farmers with regard to
storage and warehousing, cold storage, direct markets,
contract farming, buy-back arrangements, grading, re-
handling and repacking etc.; and
(d) Promotion related information covering accepted
standards and grades, labelling, sanitary and phyto-
sanitary requirements, pledge finance, marketing credit
and new opportunities available in respect of better
marketing;
Contd…
Objectives

4. • To sensitize and orient farmers to respond to new
challenges in agricultural marketing by using ICT as a
vehicle of extension.
• To provide assistance for marketing research to
generate marketing information for its dissemination to
farmers and other marketing functionaries at grass-root
level to create an ambience of good marketing
practices in the country.
Objectives

5. AGMARKNET Portal

6. Domestic And Export Market Intelligence
Cell(DEMIC) Of TNAU
 Established in CARDS to disseminate
real time price information and
domestic and export market
intelligence on agricultural
commodities for better scientific
decision-making by farming
community, traders, firms and
researchers.

7. Why This Scheme?
Standard of living of farmers didn’t increase
correspondingly
Agricultural Production increased 3-4 times since green
revolution

8. Because of lacunae in agricultural marketing
Farmers ,Governments (Central and States) and
SAUs didn’t give due importance to marketing.
Budget for agricultural marketing researches
less than 1 per cent in SAUs
Budget for agricultural marketing is less than
10 per cent of production budget in Governments

9. Result
Very wide fluctuations in prices received
by farmers
Maximum price risk to farmers

11.  This project is funded by Department
of Agricultural Marketing and
Agribusiness, Government of Tamil
Nadu.
 An exclusive website has been
created for DEMIC both in English and
Tamil with help of National Informatics
Centre, Chennai for dissemination
market information

12. Price forecasts are made for major
crops well in advance of sowing
seasons which include the anticipated
prices during harvest of these crops,
 Quality standards to get higher prices,
 Markets offering highest prices,

13.  Again during harvest of these crops
recommendations are made whether
to store the produce or not and the
duration of storage for getting
maximum prices.

14.  Market information and intelligence are crucial to enable
farmers and traders to make informed decisions about what to
grow, when to harvest, to which markets produce should be
sent, and whether to store it or not.
Need of Market Intelligence

15.  Providing price forecasts of major commodities
 Providing market intelligence like high price markets,
storage decisions and consumer preference etc.,
 Dissemination of the above market intelligence
Objectives

16. Establishment of price forecasting system and provision
of product quality information to selected commodities
Dissemination of market intelligence through various
media (Electronic and Printing) including SMS to the
farmers
Price forecasts are done with the help of various
statistical methods by utilizing historical data and market
surveys.
ACTIVITIES

18. Statistical Market data

20. TNAU stores past market
information

22. Reference:
 Acharya,S.S and
N.L.Agarwal.2011.Agricultural Marketing
in India.Oxford & IBH Publishing
Co.Pvt.Ltd, New Delhi.
 Kaleel . F. M. H. et al,2007, Market-Led
Extension Dimensions And Tools,
Agrotech Publishing Academy, Udaipur.
 www.agmarknet.nic.in