The document discusses the evolution of agricultural extension in India, emphasizing a shift from production-led to market-led extension to help farmers realize better economic returns. It highlights the need for farmers to adapt to market demands, improve knowledge and skills in marketing, and utilize technology for market intelligence. Additionally, it addresses challenges such as inadequate market information, the influence of middlemen, and the necessity of forming farmer interest groups to enhance their market capabilities.

2.  During the last 50 years emphasis was given on Production-led
extension(PLE) in our country which resulted in raise in agricultural
production.
 India became self-reliant on food production, but the farmers at the
individual level are not realizing renumerative prices for their produce.
 Even after 67 years of independence, the quality , timely and cost effective
delivery of adequate inputs remain a dream.

3.  With the Globalisation of the market, farmers need to
transform themselves from mere producer-sellers in the
domestic market to producer cum seller in a wider market
sense to best realize the returns on their investments, risks and
efforts.
 The extension systems now needs to be oriented with
knowledge and skills related to the market.

4. 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
INTRODUCTION OF EXPORT ORIENTED
PRODUCT

5. MARKET-LED EXTENSION is the market ward orientation
of agriculture through extension includes agriculture and
economics is the perfect blend for reaching at the door steps
of farming community with the help of appropriate
technology.
(Kaleel , 2007)

6.  Strengthening R-E-F linkages- between
various departments at various levels.
 Strengthening market linkages to the
farmers-IT applications in Agricultural
marketing.
 Wider use of electronic mass media for
agricultural extension.

7. Rupee What to
produce
Analysis of
land holding for
suitability of
enterprise/crop
How much
to produce
How to
produce
Post
harvest
Value
addition
Storage/tra
nsport
When to
sell
Where to
sell
At what
price to
sell
SellingRupee

8. Production Related
Seasonality of Production
Perishability of the Produce
Smaller size of production
Irregularity of production
Variability in quality of production.
Bulkiness of Production

9.  Market Related
 Non availability of Market Information
 Multiplicity of market charges
 Distress sales
 Long chain of middlemen
 Inferior quality of produce
 Lack of storage and warehousing facilities
 Fraudulent practices in the markets
 Extension Related
 Lack of communication skills
 Lack of credibility
 Insufficient information related with market.

10. Dimensions of user needs:
The concept of marketing is not to focus on the product, but
to focus on the users.
 Need elements
 Need intensity
 Need stability
 Need Diffusion

11. Market intelligence is a vital factor in market-led extension. The
criteria for good market information is given by the acronym
‘ACCURATE’, which refers to
 A- Accurate
 C- Comprehensive
 C- Credible
 U- Unbiased
 R- Reliable
 A- Accessible
 T- Timely
 E- Effective

12.  Marketing Mix
 Marketing Plan
 Competitive Success
 Customer Satisfaction

13. 5 P’S of marketing refer to
 Product- refers to attributes of a product
 Place – refers to time and space
 Price- refers to value, which is the overall impact a product makes upon a
consumer’s quality of life.
 Promotion- means by which a product is marketed.
 Perspective- variety of social, religious, political and other issues that
contribute to the perception about market.

14.  Production planning
 Setting the sales and profit targets
 Market prices

15.  Environmental factors
 Organisation factors
 Marketing factors
 Managerial factors

16.  Market penetration- More aggressive market,
promotion efforts .
 Market development-present product, but new
roles.
 Product development- improved product for the
present role.
 Diversification : new product for new market.

18.  SWOT analysis of the market
 Organization of Farmers’ Interest Groups (FIGs) on commodity basis and
building their capabilities with regard to management of their farm
enterprise.
 Enhancing the interactive and communication skills of the farmers to
exchange their views with customers and other market forces
 Establishing marketing and agro-processing linkages between farmers’
groups, markets and private processors
 Advice on product planning

19.  Capacity building of FIGs in terms of improved production, post harvest
operations, storage and transport and marketing
 Acquiring complete market intelligence regularly on various aspects of
markets
 Regular usage of internet facility through computers to get updated on
market intelligence
 Publication of agricultural market information in news papers, radio and
Television besides internet
 Organization of study tours of FIGS

20. S.NO ASPECTS PRODUCTION-LED
EXTENSION
MARKET-LED EXTENSION
1. Purpose/object
ives
Transfer of production
technologies
Enabling farmers to get
optimum returns out of
enterprise
2. Expected end
results
Delivery of messages,
Adoption of package of
practises by most of the
farmers.
High returns
3. Farmers seen
as
Progressive farmer/high
producer
Farmer as an entrepreneur
“agripreneur”
4. Focus Production / yields “seed to
seed”
Whole process as an
enterprise /High returns”Rupee
to Rupee”
5. Goal Food self-sufficiency Livelihood security including
food, nutrition, employment to
alleviate poverty, sustainability
and conserving bio-diversity

21. S.NO. ASPECTS PRODUCTION-LED
EXTENSION
MARKET-LED
EXTENSION
6. Technology Fixed package
recommended for an
agro-climatic zone
covering very huge area
irrespective of different
farming situations
Diverse baskets of
package of practices
suitable to local situations/
farming
systems
7. Extensionists’
interactions
Messages /Training /
Motivating/
Recommendations
Joint analysis of the
issues, Varied choices for
adoption Consultancy
8. Linkages/
liaison
Research-Extension-
Farmer
Research-Extension-
Farmer extended by
market linkages
9. Contact with
farmers
Individual Farmers’ Interest Groups,
Commodity
Interest Groups /SHG’s
10. Approach Top-down, commodity and
supply driven
Participatory, bottom-up
and demand driven

22. S.NO. ASPECTS PRODUCTION-LED
EXTENSION
MARKET-LED EXTENSION
11. Actors Mostly public institutions Pluralistic with public,
private, non-government
and farmers organizations
as a
partner rather than
competitors
12. Mode Mostly interpersonal/
individual approach
Integration of clients
oriented on-farm
participatory/experiential
learning methods supported
by ICTs and media
13. Critical
areas
Improvement, production
and protection
Decision support system,
integrated farming system
approach, natural resource
management, clients group
formation and community
empowerment
14. Critical
inputs
Money and material Access to Information,
building human and social
capital

23. S.NO ASPECTS PRODUCTION-
LED EXTENSION
MARKET-LED EXTENSION
15. Extensionists’
role
Limited to delivery
mode and
feedback to
research system
Enriched with market intelligence
besides the TOT function
Establishment of marketing and
agroprocessing linkages between
farmer groups, markets and
processors
16. Maintenance of
Records
Not much
importance as the
focus was on
production
Very important as agriculture
viewed as an enterprise to
understand the cost benefit ratio
and the profits generated
17. Information
Technology
support
Emphasis on
production
technologies
Market intelligence including likely
price trends, demand position,
current prices, market practices,
communication network, etc
besides production technologies

24.  Market-Led Extension establishes its
position by helping farmers to realize high
returns for their produce; minimize the
production costs; improve the product
value and marketability.
 Information technology, electronic and
print media need to be harnessed to
disseminate the Production and market
information .
 Indian farmers have moved from
subsistence to self sufficiency due to
advent of production technologies.
 In order to be successful in the liberalized
market scenario they have to shift their
focus from ‘supply driven’ to market
driven’ and produce according to the
market needs and earn high returns.

25. References
Kaleel . F. M. H. et al,2007, Market-Led Extension Dimensions And
Tools, Agrotech Publishing Academy, Udaipur.
Rajesh Kumar, B. P. Singh and Sandeep Kaswan, 2012, Production
Driven To Market Driven Extension Approach, Indian Research
Journal of Extension Education, Special Issue (Volume II),
Pp:125-129.
Kokate K. D. et al,2009, Farmers’- Led Extension: Experiences and
Road Ahead, Indian Res. J Ext. Edu. 9 (2 ),Pp: 18-21.