DIRECT MARKETING IN
AGRICULTURE BY
FARMERS
BSC AGRICULTURE HONOURS
SUBMITTED BY : AKHIL KUMAR
(4TH SEM.)
ROLL NUMBER: 2013715
Direct marketing is the sale of agricultural goods and products from the farm
straight to the consumer , without intervening distributers or retailers.
Direct marketing can contribute
toward sustainable agriculture and food
systems by increasing farmer
profitability, promoting the local
economy, and providing consumers
with higher quality and healthier
products.
There are two forms of direct marketing :
Farmers selling directly to the consumer.
Traders buying the produce from the doorstep of the farmers.
In regulatory marketing system, the state APMC Acts did not permit direct
purchase from the farmers' field and the farmers were supposed to come to
the market yard for selling their produce. This was discouraging processing,
export and contract farming etc.
Successful Models of Direct Marketing :
Tamil Nadu - Uzhavar Sandhai :
The innovative scheme 'Uzhavar Sandhai" was introduced by the State
Government. The first Uzhavar Sandhai was opened in Madurai in
November 1999. At present around 200 Uzhavar Sandhais are functioning
in the State. In these markets, daily price for the produce has been fixed by
the team of officials including agricultural officer and representative of
farmers' groups. The rate fixed is about 20% more than the prevailing
wholesale market price and consumers are benefited by getting about 15%
less than the prevailing retail price. No market fee is levied for transactions
in Uzhavar Sandhai
Andhra Pradesh Rythu Bazaars:
Rythu Bazaars in Andhra Pradesh have been established in the State of
Andhra Pradesh in the year 1999 with the prime objective to provide a
direct link between farmers and consumers in the marketing of fruits,
vegetables and essential food items. Both producers and consumers are
benefited from Rythu Bazaars as producer's share in consumer's rupee
is more by 15 to 40 % as compared to other markets and consumers get
fresh vegetables, fruits and food items at 25-30 % fewer prices than the
prevailing prices in nearby markets. Further, marketing costs are at the
minimum level as middlemen are completely eliminated from
marketing activities in Rythu Bazaars. The market fee is exempted for
the transactions in Rythu Bazaars.
Punjab-Apni Mandi:
In Apni Mandi in Punjab, there is a direct contact between the farmers
and ultimate consumers for sale of the produce. These mandies are
called Apni Mandi, as farmer-producers bring the produce for sale
directly to the buyers or consumers. Apni Mandi system does away with
the middlemen. The Agricultural Produce Marketing Committee of the
area where Apni Mandi is located provides all necessary facilities like
space, water, shade, counters and balances.
Maharashtra-Shetkari Bazar:
The scheme named Shetkari Bazaar (farmers/consumers market) is
being implemented by Maharashtra State Agricultural Marketing
Board since 2003. Term loan up to Rs.10.00 lakh is advanced to the
APMCs for the erection of Shetkari [Link]-Raitha
Santhe: There are 730 Rural Primary Markets where food grains and
fruits and vegetables are sold mainly by small and marginal farmers
directly to the consumers. These markets are managed by the local
authorities/Gram Panchayats.
