On Demand

Introduction

Agricultural marketing involves the gathering, storage, preparation, shipping, and delivery of various farming supplies throughout the country. When it comes to agriculture marketing, the sale of a product rests on several factors, such as how much demand there is for it at that moment and how much space is available for storage.

Before independence, farmers who sold their goods to sellers had to deal with many wrong weights and hacked accounts. The farmers lacked accurate information about prices, which forced them to sell their goods at low prices due to insufficient storage facilities.

The product might sometimes be sold at a weekly village market in the village of the farmer or in a village nearby. If these shops aren’t open, the goods are sold at the mandi or at unofficial markets in a nearby village or town. So, the government did several things to keep the traders in line.

Definition

Agriculture marketing, in a very limited sense, means getting farm products from farmers to people who will buy them. The decision to grow a crop for sale initiates agricultural marketing, according to the National Commission on Agriculture. It includes all parts of the market structure, both functional and institutional, as well as technical and economic factors. It also includes operations before and after the harvest, such as sorting, storing, transporting, and distributing.

A. The wider part of marketing in India

• Balancing demand and supply
• To transmit macroeconomic signals to farmers and producers.
• The strategy involves offering incentives to producers in order to boost their production and output levels.
• The aim is to encourage the efficient utilization of resources within the production and distribution system.

B. Challenges in marketing agricultural produce in India.

1. Insufficient storage and warehouse facilities in India lead to the wastage of farming products and a reduction in farmers’ earnings.
2. Inefficient transportation infrastructure: India’s transportation infrastructure isn’t up to par, which raises the cost of moving goods and makes Indian farming products less competitive on the world market.
3. Broken supply chain: In India, the supply chain for agricultural goods is fragmented, involving many middlemen. This can lead to high trade costs, which means farmers can’t make as much money.
4. Not enough market information: Indian farmers often don’t have enough market information, which makes it challenging for them to decide how to sell their goods.
5. Quality of Produce: The Green Revolution and other “Lab to Land” programs have expanded the potential for food production. However, with rising incomes and living standards, stricter health and safety rules, and a lot of new processing industries, there is a need to improve both the quantity and quality of food that can be grown. This issue has limited the potential of agriculture for selling food on both the national and international markets.
6. Less consumer satisfaction: customer loyalty is the most important thing in any marketing system. If farmers don’t grade, sort, standardize, and clean their products properly, they won’t sell for as much on the international market when they ship them.
7. Prices change all the time: In India, the prices of agricultural products change all the time, which makes it challenging for farmers to plan their production and selling.

C. The Indian government wants to improve marketing in a number of reforms.

1. Improvements to the infrastructure of the supply chain: The Indian government is spending money to improve the infrastructure of the supply chain, which includes buildings for storage and transportation.
2. Setting up markets for farming goods: Agricultural Produce Market Committees (APMCs) were set up by the Indian government to make sure that agricultural goods have a safe place to trade.
3. Promoting contract farming: The Indian government is supporting contract farming, which helps farmers get a better price for their crops and helps them plan how they will grow and sell them.
4. Supporting direct marketing: The Indian government supports direct marketing for farming products. This helps farmers get a better price for their goods by cutting out middlemen.
5. Giving farmers information about the market: The Indian government provides farmers information about the market through mobile apps, SMS services, and toll-free helplines.

D. Issues in agricultural marketing

1. Today, Indian farmers can sell their goods at:

• The farmgate or local market (haat) is for village aggregators, and the APMC (agricultural product market committee) is for private traders.
• So that the government can obtain the minimum support price (MSP),
• But there are some problems with all three ways to sell.

2. MSP

• The MSP was promised for 23 crops, but it has only been implemented for 3 crops.
• Produce that meets the standards for “fair average quality” is the only one that gets MSP.
• There aren’t any government procurement centers in every part of the country.
• Also, the next step in the rise of agricultural income will be high-yield goods like dairy products, vegetables, fruits, and so on. However, the government is still giving MSP to cereals.

3. APMC

a. In theory, there is more than one buyer for an APMC, but in fact, there is no open auction system for setting prices through transparent bidding.

b. In most APMCs, buyers have to go through licensed aadhatiyas to make purchases.

• People in the middle are paid for their “services” by both the buyer and the seller.
• The aadhatiya also often lends money to farmers and provides them seeds, fertilizer, and chemicals on credit. Therefore, they have to sell through him and pay their debts forever.

c. Furthermore, mandi fees vary by state and type of goods, but they are usually between 0.5% and 5% of the sale price.

d. Adding more mandi fees to trade between states would be like taxing people twice, which goes against the idea of a single national market.

e. Sale in distress because of a lack of storage space

• When it comes to mandis, prices are lowest three to four months after harvest and highest right before harvest.
• Farmers make the most sales right after harvest because they need to buy things for the next planting season.

4. To correct this APMC problem

• The Model Agricultural Produce Market Committees (APMCs) Act was made by the Union Agriculture Ministry.
• The Act wants to provide farmers more options for selling their crops. It does this by letting private markets operate (instead of just APMCs), letting farmers buy in bulk directly from the farm gate, labeling warehouses or cold storages to be markets, and getting rid of the idea of a “market area.”
• This is because the definition of “market area” has an effect on how much money APMCs can make.

5. Changes in prices

• Uncontrolled patterns of oversupply and shortage are what make prices change all the time.
• Price predictions for a certain good are often based on trends from previous years, but these trends might not be accurate this year, potentially leading to oversupply or shortage.

E. Reforms are needed in APMC.

1. Standardized market charges

• A consistent mandi tax of either 0.25% or 0.50% is suggested to be imposed statewide on foodgrains, oilseeds, and fruits & vegetables.
• The central and state governments could reimburse the losses incurred by APMCs, following the model of the Goods and Services Tax.

2. Abolish Aadhatiya-centered commerce.

• All transactions in Agricultural Produce Market Committees (APMCs) should be conducted via open auctions, with participation from numerous bidders for each batch of produce. Trades should occur directly between buyers and sellers, without intermediaries demanding fees.
• Aadhatiya can only participate in the capacity of a trader.

3. Activate sample-based sales.

• Today, the farmer takes all his produce to the APMC, where buyers do physical inspections before placing bids.
• This leads to duplicate transportation, from the farm gate to APMC and then from APMC to the final destination.
• If grading and sorting facilities are nearby the farm gate, the farmer merely needs to bring a sample of his crop and the necessary quality certification paperwork to the mandi. It would be a cost-effective and time-saving solution.

4. Storage and banking amenities in close proximity to APMCs

• To prevent distress sales, having bagging and storage facilities, as well as offering loans based on warehouse receipts, can help satisfy urgent cash needs. These should be located near APMCs.
• Encourage the establishment of Farmer Producer Organizations in marketing.
• Encourage farmer producer organizations/companies to engage in direct marketing of their members’ produce to major buyers and processors.
• It will lead to increased competition and improved pricing at APMCs.

5. Relax or abolish the Essential Commodities Act (ECA).

• ECA imposes limitations on the transportation of goods, inventory management, pricing, and implementation of innovative technologies.
• Removing these prohibitions under ECA and other laws will increase commerce and result in improved profits for farmers.
• The concept of “ease of doing business” is essential for agriculture as well as other industries.

6. e-NAM

• The government established an electronic national agriculture market (eNAM) to link all regulated wholesale produce marketplaces via a nationwide trade site.
• Its efficiency relies on the involvement of traders from various markets.

7. Risk management

• Crop insurance plans provide farmers with protection against weather-related hazards as part of risk management.
• The majority of the premium in the Pradhan Mantri Fasal Bima Yojana is covered by the Government.
• Although still being developed, this system is more thorough and user-friendly than any prior ones.

8. Expand the quantity of markets

• As per the Ashok Dalwai Committee, India requires a minimum of 30,000 agricultural produce markets, compared to the current number of around 6,500.
• A “mini-market” concept is needed to narrow this significant disparity.
• The government’s announcement of GRAMs (Gramin rural agricultural market) is a positive step.
• With widespread electronic connection and dependable rural roads, GRAMs can develop into sustainable centers for economic activity and job creation.

9. Producer consolidation

• Consolidating small and fragmented farms into larger, more sustainable holdings can enhance producers’ ability to obtain financing and high-quality inputs, as well as achieve higher prices for their products.
• This will also encourage necessary investments in land development, improvement, and agricultural mechanization.