k

1. PRESENTATION ON
PRESENTATION ON
“MARKETING STRATEGIES FOR PERISHABLE COMMODITIES
IN INDIA”
Course Title:- Technical Writing And Communication Skills
Course No. :- PGS 502
Credit Hours:- 1(0+1)
SUBMITTED TO: SUBITTED BY:
Shri R.P. Kujur Ashish Raghuvanshi
Asst. Professor Of English M.Sc.(Ag.) Previous
College Of Agriculture Dept. Of Agri. Economics
Raipur (C.G.) College Of Agriculture
Raipur (C.G.)

2. INTRODUCTIONAgricultural Marketing:-
Agricultural marketing covers the services
involved in moving an Agricultural product from
the farm to the consumer. Numerous
interconnected activities are involved in doing
this, such as planning production, growing
and harvesting, grading, packing, transport,
storage.

3. Problems in Agricultural Marketing
• Lack of Transportation Facility.
• Lack of Storage Facility.
• Poor Quality of Product.
• Lack of Grading.
• Lack of Credit Facilities.
• Interfere of Middleman.

4. Perishable Agricultural
commodities:
• Farm goods that prior to processing cannot
be stored for a substantial period of time
without excessive loss through
deterioration or spoilage.
Example: Fresh fruits, vegetables, meat
etc.

5. Problems in Marketing of Perishable
Agricultural Commodities
• Poor and inadequate transportation facilities results
deterioration of the perishable products.
• These products need more care while loading and
unloading activities, so poor handling of the
perishable commodities may cause a huge lose to
the producer.
• If the price of a perishable commodity falls, then
farmer have to store such products in cold storage
and it needs very high expenses.
• Most of the farmers in India are marginal and small
farmers, so they do not have enough money to store
their produce at very high cost.

6. Marketing strategies for perishable
products
• Packing and Packaging
• Processing
• Cold storage
• Transportation facilities
• Short and efficient marketing channel
should be used.

7. Packing and Packaging
• Packaging is a very useful function in the
marketing process of agricultural commodities.
Most of the commodities are packed with a view
to preserving and protecting their quality and
quantity during the period of transit and storage.
For some commodities, packing acts as a
powerful selling tool, it protects the goods
against breakage, spoilage, leakage or pilferage
during their movement from the production to
the consumption point.

8. Processing
• The processing function makes it possible
for us to store perishable and semi -
perishable agricultural commodities which
otherwise would be wasted and facilitates
the use of the surplus produce of one
season in another season or year.
Examples:-
1. Conversion of milk into butter.
2. Pickling of fruits and vegetables.

9. Cold storages
• At low temperature, perish ability is
considerably reduced and the shelf life is
increased and thus the importance of cold
storage or refrigeration.
• A cold storage facility accessible to
farmers will go a long way in removing the
risk of distress sale to ensure better
returns.

10. Transportation facilities
• All agricultural commodities have to be brought
from the farm to the local market and from there to
primary wholesale markets, secondary wholesale
markets, retail markets and ultimately to the
consumers.
• Perishables cannot be transported in closed wagons
hence there is a need to provide necessary
ventilation in whichever means they are to be
transported. A proper transportation facility reduces
the time of movement of commodity from producer
to consumer and hence perishable product safely
marketed without any type of deterioration.

11. Short and efficient marketing
channel should be used
• Very long marketing channel takes more
time to a product to reach the ultimate
consumer. So an efficient and short
marketing channel should be used when
these products are to be sold directly
without processing.

12. conclusion
• At last we can conclude that efficient marketing
channel, facility of cold storage, proper
processing technology, efficient transportation
facilities, packaging, bottling are the marketing
strategies throw which an efficient marketing
system for perishable Agricultural product can
be developed, so there is a need to improve these
facilities in India.