This document discusses the shift from production-led extension (P-LE) to market-led extension (M-LE) in the fisheries sector in India. It notes that while P-LE made India self-sufficient in food, individual farmers did not receive remunerative prices. M-LE orients extension services towards market knowledge to help farmers maximize profits. The document outlines the objectives, roles, challenges and information needs of M-LE. It also provides an example of a mobile phone-based market information system for fisheries in Kenya.

1. Narendra Verma
M.F.Sc 2nd Year
Dept. of Fisheries
Extension

2. INTRODUCTION
 During last 60 years emphasis was given on
Production-led-Extension.
 India become self reliant in Food production.
 But farmers at the individual level are not
realizing remunerative prices for their produce.
 They prone to sell their produce “AS IS
WHERE” basis.

3.  Globalization of the market demanded for paradigm
shift i.e. from P-L-E to Market-led-production.
 There are different changes took place at global level
which stress the need for opting Market-Led-
Extension in a large scale
Globalization/Economic Liberalization
Changed consumer preference
Revolution of ICT
New trade opportunity within and outside of the country
Export opportunity

4. To meet these challenges……..
 Farmers need to transfer themselves from mere
producer-seller in domestic market to producer
cum seller in a wider market.
 To achieve this, the question confronting the
farmers are
What to produce ?
When to produce ?
How much to produce ?
When and where to sell ?
At what prize to sell ?
In what form to sell ?

5.  Price Spread for IMC at Howrah Market (Rs/Kg)-
 Price Spread for IMC at Udaipur Market, Tripura
(Rs/kg)
(Source: Exploring Market Opportunities for Fisheries Sector in
India, 2008)
Price received by Fisherman 40.45rs. (53.48%)
Retailers price/Price paid by
Consumer
75.64Rs. (100.00%)
Grass margin of middleman
(Marketing cost + Marketing
margin)
46.52%
Price received by Fisherman 111.64Rs. (66.98%)
Retailers price/Price paid by
Consumer
166.67 Rs (100.00%)
Grass margin of middleman
(Marketing cost + Marketing
margin)
33.02%

7. OBJECTIVES OF M-L-E
 Conversion of Fisheries sector into profit oriented
business.
 Strengthening R-E-F linkage between various
departments at various levels.
 Strengthening market to farmers- ICT application in
Fishery market.
 Wider use of electronic media for Fisheries Extension.

8. Need for Extension
 Conversion of P-L-E into M-L-E.
 Orientation of Extension system with
knowledge and Skill related to market.
 Minimization of production cost and high
returns for the produces.
 Introduction of export oriented products.

9. Paradigm Shift from P-L-E to M-L-E
Aspects P-L-E M-L-E
Purpose/Objective Transfer of production
technology
Enabling farmers to get
optimum return of the
enterprise .
Expected end result Adoption of POP High return to
investment.
Farmers seen as Producer “Entrepreneur” or
“Agripreneur”.
Focus “Seed to Seed” High return “Rupee to
Rupee”.
Technology Fixed package
recommended for an agro
climatic zone covering
very huge area
irrespective of different
farming situation
Diverse basket of
package of practices
suitable to local
situation/farming system.

10. Extensions interaction Message
Training/Motivating
Recommendations.
Joint analysis of the
issues Varied choices
for adoption
Consultancy.
Linkage R-E-F R-E-F extended by
market linkages.
Extensions role Limited to delivery
mode and feedback to
research system.
Establishment of
marketing and agro
processing linkage b/w
farmers group, market
and processors.
Maintenance of Record Not much important Very important
IT support Emphasis on production
technologies.
Includes price trend,
demand position, current
prices, market practices,
communication network.

11. Functions of M-L-E for converting Fisheries
sector into profit oriented business
 Market intelligence
 Financing
 Facilitating Function
Grading
Standardization
Processing
Storage of produce

12. Sources of marketing information
 News paper
 Magazine
 Periodicals
 Special bulletins
 Post
 Radio
 Television
 Telephone
 Telegram
 Fax
 Email
 Website

13. Web sources for market information
 Agrisurf
 NETVET
 Agriwatch
 Commodity India
 Agfind
 Agmarknet
 Hortiindia
 APEDA
 NCDEX
 e-CHOUPAL
 Commodity Board

14. Required information to extension
system and farmers for M-L-E
 Fishes demand in present and near future.
 Market price.
 Credit facilities.
 Desired qualities of the products by consumers.
 Market price differences.
 Production technologies.
 WTO regulation .

15. Role of extension personnel in light
of M-L-E
 Doing SWOT analysis.
 Organization and capacity building of Farmers
Interest Group(FIG).
 Enhancing the interactive and communicational
skills of farmers with customers and other market
forces.
 Enhancing market linkages b/w farmers groups,
market and processors .

16. Role of extension personnel in light
of M-L-E
 Helping in production and marketing plan.
 Educating farmers to establish Fisheries as
enterprise.
 Educating farmers, benefits about direct
marketing.
 Expose the farmers to acquire complete market
intelligence.

17. M-L-E- Its Challenges
 Rapid changes in the information technologies
and need for collection of relevant information.
 Generation of data on Market intelligence-
interlinking of marketing and Fisheries line
departments.
 Reorganization of extension system.
 Strong communication skill with credibility.

18. Suggestion
Training programme for extension worker
 Basic concepts and issues in Fishery market and marketing.
 Collection, processing and dissemination of market information.
To introduce market-oriented approach into extension
subject.
Entrepreneurial training to farmers.
Linkage farmers to market.
Formation of MLE Policies and its implementation.

19. EFMIS-Ke, Lake Victoria (Case
Study)
 A pilot project funded by DFID through the
International Labour Organization and its Cooperative
Facility for Africa Fund successfully set up in Kenya.
 The concept of this project was to use of mobile phones
by the fishermen, fish processors, fish traders etc. for
access of current information about different prices of
fish market.

20. http://www.rythubazars.com/onion.aspx

22. 22 22