The document discusses the concept of market led extension (MLE) as an approach to agricultural extension that focuses on understanding market demands and linking farmers to markets. It notes the need to move from a production-led extension approach to an MLE approach given changes in the agricultural market. The key aspects of MLE discussed are understanding customer needs, diversifying production based on market conditions, maintaining records for cost-benefit analysis, and strengthening relationships between research, extension and farmers through improved market linkages. Challenges to implementing MLE include building infrastructure and capacity as well as minimizing post-harvest losses.

1. Presented By
Rameshwar
M.Sc.(Ag.) Previous
Dept. Of Agril. Extension
IGKV,College of Agriculture Raipur, (C.G.)

2. • With globalization of the market, farmers need to
transform themselves from mere producers-sellers in
the domestic market to producers cum sellers in a
wider market.
Producers
Sellers
Producers
Sellers

3. • MANAGE started working on the concept of ‘MLE’
• Three day national workshop on MLE at MANAGE
during 18th-20th December, 2001.
• Market led means Identification of customer needs
and wants before offering a service.

4. • Market led Extension is
the market ward orientation of agriculture through
extension.
includes agriculture & economics
• The perfect blend for reaching at the door steps of
farming community with the help of appropriate
technology.

5. • Even after 70 years of independence, the
quality, timely and cost effective delivery of
adequate inputs remains a dream
• Farmers are not able to sell their surplus
produce remuneratively
• Plenty of distress sales among farmers
We produce enough to feed the nation. -Dr M. S. Swaminathan

6. Essential Principles (Axioms) of MLE
According to Singh, Swanson and Singh there
are four axioms:
• The first axiom is that if there is not a market
farmer should not be encouraged to produce a
specific crop or product.
• The second axiom is that if farmers can not
easily transport the produce to market search
for more promising products that can be easily
marketed.

7. • The third axiom is that the crop should be
grown by the farmers according to agro-
ecological condition.
• The fourth axiom is to diversify into a variety
of different crops/products that will help in
minimize the risk of yield reduction, price fall
etc.

8. ASPECTS PLE MLE
1. Purpose Transfer of Technology Optimum returns out of the
Investment
2. Expected results Adoption of Principle of
practices
High returns to investment
3. Farmer viewed Producer Agripreneur
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
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

9. • Future marketing will diminish the role of middle men
in the marketing system.
• MLE helps in reducing the glut or scarcity of product.
• It gives more income and also guide them to decide
regarding selection of crops as per farming situation.
• It helps to link farmers more closely to consumers.
• It can regulate production on the basis of consumer
preference for quantity, quality, variety and food safety.

10. To strengthening R-E-F linkages – between various departments at
various levels
To conversion of Agriculture sector into profit oriented
business.
To strengthening market linkages to farmers – IT application in
Agricultural marketing.
To wider use of electronic mass media for Agricultural
Extension.

11. • During the last 50 years emphasis was given on PLE in
our country
• which resulted in raise in Agricultural production.
• For instance, food grain production during 50s was 51
million tons as against 257.07 million tonnes in 2014-
15.
• At the global level we rank first in pulse production and
milk production; second in rice, wheat, vegetable and
fruit production.
• Agriculture alone contributes 15% to the GDP of our
country in 2017 and provides employment to two- third
of the total work force.
Source-kaleel and Krishnamurthy. (And internet)

12. NEED FOR MARKET LED EXTENSION
Conversion of P-L-E into M-L-E.
Expansion of Market - more of agribusiness and trade.
Changing consumers preference-move towards High Value Crops.
Revolution in ICT.
New trade opportunities within and outside the country.
Introduction of export oriented product.
Minimization of production cost.
Modernization of wholesale markets with new Agricultural policy.

13. Issues of Market Led Extension
Quality standards.
Marketing infrastructure building.
Bridging the information gap.
Direct marketing.
Specialized markets.
Involving corporates.

14. CHALLENGES TO MARKET LED EXTENTION
Gigantic size of extension system.
Information technology.
Capacity building of extension personal and farmers.
Minimization of post harvest losses.
Storage and preservation of produce.
Generation of data on Market intelligence.
Infrastructure challenges.

15. ROLE OF EXTENSION PERSONS IN LIGHT OF MLA
Organization of Farmer Interest Groups (FIGs).
Enhancing the communication skills of farmers.
Establishing market linkages between farmers, markets and processors.
Helping in production and marketing plan.
Educating farmers about direct marketing.
Capacity building of FIGs.
Source: Reddy and Jaya, (2002)

16. DIMENSIONS
D
A
DIMENSIONS OF M. L. E.
E
C
B
Dimensions of Market Led Extension

17. MARKETING
MIX
PRODUCT
PLACE
PRICE
MARKETING MIX FOR AGRICULTURE
PROMOTIONPERSPECTIVE

18. MARKETING PLAN
PRODUCTION
PLANNING
SETTING THE
SALES
PROFIT
TARGET
MARKET
PRICES
MARKETING PLAN FOR AGRICULTURE

19. Market intelligence
The process of collecting, interpreting, and disseminating
information relevant to marketing decisions is known as
market intelligence.
Why we need MI in agriculture
• Reduce the level of risk in decision-making
• Seller finds out what the customer needs and wants
• What products are right for the market
• What will be the price

20.  www.agrinto.com
 www.ciks.org/agri.html
 www.khetiwadi.com
 www.kisan.net
 www.krishiworld.com
 www.nabard.org
 www.nic.in/agrico
 www.pravara.com
USE OF TECHNOLOGY
INDIAN AGRICULTURAL WEB SITES

21. STATE AGRICULTURAL MANAGEMENT & EXTENSION TRAINING INSTITUTE SAMETI,
Raipur (C.G.)
A State level Training Institute of Raipur
INSTITUTIONS FOR MLA

22. CONT…
ICAR (Indian Council of Agriculture Research).
NARSs (National Agriculture Research Systems ).
KVK (Krishi Vigyan Kendra).
APEDA (Agri. & Processed food product Export Development Authority)
NHB (National Horticulture Board)
INDIRA GANDHI KRISHI VISHWAVIDYALAYA
इंदिरा गांधी कृ षि षिश्िषिद्यालय

23. 1. Training programme for extension worker
a) Basic concepts and issues in agriculture markets
and marketing
b) Collection, processing and dissemination of market
information
c) Helping farmers access markets: collective action,
business linkages and other (based on needs
assessment during mentoring phases)

24. 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.

25. CONCLUSION
 The focus of the market led 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.
 With globalization of the market, farmers need to transform
themselves from producers-sellers in the domestic market to
producers cum sellers in a wider market sense to best realize
the high returns for the produce, minimize the production
costs, and improve the product value and marketability.