Market-led extension focuses on identifying customer needs before offering services. It is demand-driven, client-oriented, and aims to provide high returns for farmers. Agricultural extension personnel play key roles like conducting SWOT analyses of markets, organizing farmer groups, establishing marketing linkages, and acquiring market intelligence. Challenges include the large size of extension systems, integrating information technology, diverse farm conditions, and improving market intelligence and extension reforms. Effective market-led extension produces based on demand, works with efficient farmer groups, uses various market information sources, and improves communication within marketing channels. Reforms are needed to empower farmers with market knowledge and provide competitive marketing options and infrastructure investments.

1. Market-led Extension
Prepared By :
SONDARVA AGNES
M.sc.(Agri) Extension
1st semester
BACA, AAU, Anand

2. 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.

3. Elements of Market-led
Extension
Need based
Demand driven
Emphasis on efficiency
Client oriented
Aims at high return to farmers

4. 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

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

6. 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

7. 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

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

9. • 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

10. 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.