This document discusses agricultural marketing problems in India and strategies to address them. It presents three key points: 1. Absence of market information is a major reason for farmer losses, as they are exploited by middlemen. Strategies like developing a marketing information system could help. 2. Problems in agricultural marketing include lack of quality control, debt obligations, inadequate infrastructure, and multiple charges. Strategies to address these include quality inputs, cheap credit, improved transport and storage, regulated markets and cooperatives. 3. Issues with India's agricultural supply chain include weak price signals, limited farmer access to markets, high middleman margins, asymmetric information, and lack of infrastructure and insurance. Improving infrastructure, information systems

1. Krishi Manthan
-----A Case Study Competition
Problem of Agricultural Marketing in
India
-----By Team
Germinating Agriculturist
Subham Kr Singh Ishita Chatterjee Souvik Roy
Presenting by

2. 1. “Absence of Market information is the main reason for the Farmer's loss.” To what extent
does this statement relate to the modern scenario? Explain in relation with middlemen or
intermediaries.
1. Absence of
sound
marketing
facilities
3.Disorganized
marketing
structure
2.Exploitation
by village
moneylender
Marketing Information System
(MIS)

3. 2. Suggest some strategies to tackle the problems of current agricultural marketing
in India.
Problem Tackling
 Lack of Output Quality and absence of
proper grading.
 Supply of Quality Inputs, Consolidation
Holdings Agricultural Education,
Standardization and grading etc.
 Debt Obligation and Distress Sales.  providing cheap credit to farmers,
protecting them from the exploitative
practices of village moneylenders.
 Lack of Adequate Transport Facilities
Lack of Information.
 Expansion of transport facilities , supply
market information through published
documents in local language SMS
and relevant T.V. program
 Inadequate Storage and Warehousing
Facilities & Lack of Proper Marketing
Facilities.
 Expansion of storage facilities by
construction and managing the whole
network of warehouses, Expansion of
Market Yards
 Unethical Practices & Multiplicity of
Charges.
 Regulated Markets
 Cooperative Marketing Societies
 A Long Chain of Intermediaries  Contract farming
 Transparency

4. 3. Discuss the supply chain of Agriculture and the problems associated with it. Support your
answers by using relevant data.
 Supply Chain is a sequence of actions that help in meeting the final customer requirements,
which take place in and between various stages along a continuum, from production to
final consumption.
 An agriculture supply chain system comprises organizations/cooperatives that are
responsible for the production and distribution of vegetables/Fruits/Cereals/Pulses or
animal-based products.
 Types:
Agriculture food supply chains for - fresh agricultural products.
-- processed food products.
Transmission of Price
Signals are weak leading to
over and under production
by farmers.
Agriculture supply chain
management in India is
weak, leading to limited
reach of farmers to reach
mandis
Too many middle man in the
supply chain, leading to
artificial price rise and huge
differences between the price
farmer gets and final
consumer pay
Presence of Asymmetric
Information (usually the middle
man has more information than
both farmers and consumers
regarding prices, supplies and
stocks available)
Issues
Lack of Infrastructure and
storage facilities like ware
houses and cold chains,
leading to post harvest loses.
Skewed distribution of
storage capacity between
states.
Unavailability of
Insurance Products to
protect goods while on
move.
Underdeveloped ICT
infrastructure and e-
supply chains to
transmit right price
signals.
Issues

5. 1. Farmers will be free to choose their
markets (intra-state and inter-state) without any
market fee or tax.
2. Farmers will have the right to settle the selling price.
They can go for contract farming & also can withdraw
from the contract at any stage without penalty.
3. Mandis will forced to become for competitive which
will help to improve the income of farmers.
4. Direct marketing of product will save the farmers
from middleman & they don’t have to pay cess or the
transportation cost.
5. The announced amendment to the Essential
Commodities Act is expected to help both farmers and
consumers while bringing in price stability
4. How modern farm laws are effective in reducing the pressure on
Farmers?” Explain in the context of the given passage.

6. 5. SWOT analysis is a strategic planning technique used to help a person or organization identify
strengths, weaknesses, opportunities, and threats related to business competition or project
planning. Perform a SWOT analysis on any two government policies implemented to reduce the
exploitation of farmers from middlemen.
Strengths
1. Farmer
empowerment
2. Expansion of
opportunities
3. Open market
4. Dynamic
market
Weaknesses
1. Lack of policy-
….level support
for transporting
farmer produces
Opportunities
1. Strategic …
….improvement
….for future.
2. Spreading the
...local technology
….of farming.
Threats
1. Comfort zone
2. Local barrier
Strengths
1. Doubling the
current average
monthly income.
2. Eliminating the
middleman
3. Supply chain
efficiencies.
4. Dynamic market
linkages
Weaknesses
1. Lack of policy-
level support
2. Create a sudden
power vacuum
in the market.
Opportunities
1. Corporate and
private
investments.
2. Strengthen the
infrastructure,
improve the tools
and modernize the
sector.
3. Introducing
digital universe.
4. Contact farming
Threats
1. Difficult to
ensure that the
big corporates
do not enslave
the already
marginalized
farmers
Bill on agri market
Bill on contract farming