Market led extension is a paradigm shift from mere production led extension to market ward orientation of the extension system such that with market analysis and market information one continue for market oriented production. It is a tried between Fish Farmer/ Agro Farmer, Extension System and Economics particularly Market.

1. Presented By
Chinmaya Nanda
1st Year M.F.Sc
Fisheries Extension
CIFE, Mumbai
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2.  Introduction
 What is Market Led Extension ?
 Need
 Paradigm Shift from Production-led Extension to Market Led
Extension
 Objectives
 What The Marketing Extension Envisages
 Challenges in aquaculture marketing system
 Roles of Extension in Light of Market Led Extension
 Problems
 Suggestions
 Conclusion
 References
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3. During last 50 years emphasis was given on
PRODUCTION-LED EXTENSION (PLE).
But the farmers at individual level are not realizing
remunerative prices for their produce.
They prone to sell their produce “AS IS WHERE” basis.
Globalization of the market demanded a paradigm shift
i.e. from production to market led production.
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4. • For best realization of returns on their investments, risks
and efforts, a farmer has to develop market strategies for
trade, globally.
• Keeping this in view, MANAGE started working on the
concept of ‘Market-Led Extension’ and a beginning was
made through a three day National Workshop on Market-
Led Extension at MANAGE during 18th-20th December,
2001.
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Contd.

5. Market led extension is the market-ward
orientation of fisheries through extension,
which includes fisheries & economics that
acts as a perfect blend for reaching the
door steps of farming community with the
help of appropriate technology.
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6. Why market led extension?
• Increasing productivity is the traditional role of
extension
• Individual farmers not realising remunerative price
• Build the capacity of farmers to earn more
• Market led extension still a peripheral issue in the
extension scenario
• A manufacturer is keen to get reliable supplies in
terms of quality, timing and cost
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7. • Globalization of markets and increased competition – a
tough task for extension
• Need for efficiency and innovation in both production
and marketing
• Translation of consumer demand in non-subsistence
sector
• Marketing extension is complementary to other
systems
• Interdependence between rural credit, inputs and
farmer’s organizations
Contd.
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8. • Farmers need to transform themselves from more
producers-sellers in the domestic market to producers
cum sellers in a wider market.
The questions confronting the farmers are:
 What to produce ?
 When to produce ?
 How much to produce?
 When and where to sell ?
 At what price to sell?
 In what form to sell?
Ques: How to achieve this?
Ans: MARKET LED EXTENSION
Cont.
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9. ASPECTS PLE MLE
1. Purpose Transfer of
Technology
Optimum returns out of
the Investment
2. Expected results Adoption of package
of practices
High returns to
investment
3. Farmer viewed
as
Producer Agripreneur ,
Aquapreneur
4. Focus Seed to Seed Rupee to Rupee
5. Linkages R-E-F R-E-F extended by
market linkages
6. Importance of
maintaining
record/data
keeping
Not important Important
Note - PLE – Production led extension , MLE – Market led extension
R-E-F – Researcher –Extension – Farmer
Paradigm Shift from Production-led Extension to
Market Led Extension
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10. 1. Conversion of Agriculture and allied sector into a profit
oriented business.
2. Strengthening R-E-F linkages – between various
department at various levels.
3. Strengthening market linkages to farmers – IT application
in Agricultural marketing.
4. Wider use of electronic mass media for Extension.
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11. The extensionist should
also provide market
information, training and
consultancy on market and
business management for
farmers
But how can we
provide such
Market
consultancy?
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12.  Market Oriented production
 Market Intelligence
 Market Analysis
 Market Information Service
 Use of Technology
 Appropriate Extension Approaches.
DIMENSIONS OF MARKET-LED EXTENSION
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13. Market size is small & scattered
Dominant private trade & intermediaries
Direct marketing (Farmer-consumer) is negligible
Transport and storage facilities is unsatisfactory
Risk absorption capacity low
Transport & storage difficulties
Grading, standardization and processing are poor
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14. Price fluctuations
Financing is still a major concern
Lack of bargaining power
Perishability
Delayed payment to produce
Harnessing Information Technology
Employing the tools of Market intelligence
Extension cadre development
Contd.
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15.  Advise on product planning - Even for small farmers, the
concept of product planning i.e. the careful selection of
varieties to be grown with market ability in mind, is an
important starting point.
 Marketing information - The farmers need information on two
aspects of marketing viz., current price and market arrival
information and forecasting of market trends.
 The information should be area specific, variety specific buyer
specific etc.,
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16.  Advise on establishing and operating markets – to establish and
operate markets on their own to save from exploitative
elements.
 Operating within the framework of marketing rules and
regulations, the rural population will be able to protect their
interests better when they visit distant wholesale or terminal
markets.
Contd.
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17.  SWOT analysis of the market:
 Organization of Farmers’ Interest Groups (FIGs)
 Supporting and enhancing the capacities of locally
established groups under various schemes /programmers
 Enhancing the interactive and communication skills of
the farmers
 Establishing marketing and agro-processing linkages
between farmers’ groups, markets and private processors.
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18.  Educating the farming community.
 Direct marketing: farmers need to be informed about
the benefits of direct marketing.
 Capacity building of FIGs in terms of improved
production, post harvest operations, storage,
transport and marketing.
 Regular usage of internet facility and Production of
video films of success stories of commodity specific
farmers.
Contd.
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19. 1. Production related
 Seasonality of production: Supply not uniform throughout the
year.
 Perishability of produce: Problem of storage.
 Bulkiness of production: Transportation problem.
2. Market related
 Non – availability of MI: Lack of information about the market.
 Existence of many middleman
 Inferior quality of produce.
3. Extension related
 Lack of communication skills.
 Lack of credibility.
 Insufficient information related with market and many more….
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20. 1. Training program for extension worker
Module 1
Basic concepts and issues in agriculture markets and
marketing (and links with agricultural extension)
Collection, processing and dissemination of
market information
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21. Module 2
Reflection on application of module 1
Helping farmers access markets: collective action,
business linkages and other (based on needs assessment
during mentoring phases)
Contd.
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22. 2. To introduce market-oriented approach into
extension subjects.
3. Development of local market and promoting local
consumption.
4. Entrepreneurial training to farmers.
5. Linking farmers to markets.
6. Market reforms
7. Formation of Market-Led Extension
Policies and its implementation.
8. Workshop on Market-Led Extension at regional
level
Contd.
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23.  The focus of the extension functionaries need to be
extended beyond production.
 Farmers should be sensitized on various aspects on
quality, consumer’s preference, market intelligence,
processing and value addition and other marketing
information.
 This will help the farming community to realize high
returns for the produce, minimize the production
costs, and improve the product value and
marketability.
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24. 1. SHARMA, D. and CHAND, M., 2014. Market-led extension: issues and
challenges for extension personnel. International Journal of Farm Sciences,
4(3), pp.201-206.
2. Kumar, R., Singh, B.P. and Kaswan, S., 2012. Production Driven To
Market Driven Extension Approach. Indian Research Journal of Extension
Education, Special Issue, 2.
3. Kokate, K.D., Kharde, P.B., Patil, S.S. and Deshmukh, B.A., 2016.
Farmers’-led extension: experiences and road ahead. Indian Research
Journal of Extension Education, 9(2), pp.18-21.
4. Iqbal, M., 2014. Capacity building through extension education.
International Journal of Agricultural Extension, pp.93-100.
5. Dey, S., Market – Led Extension Strategies for Fish Farmers and Fish
Marketing Agents of Nadia District, West Bengal, unpublished thesis
2014-16, ICAR-CIFE, Mumbai.
6. Gauraha, A.K., N. Lakpale and Hulas Pathak. 2012. Training manual on
Model Training Course on Market Led Extension. Organized at Directorate
of Extension Services, IGKV, Raipur from 18-25 September, 2012 : 156
pages.
REFERENCES
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ONLINE REFERENCES

26. THANK YOU
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