AGRICULTURAL MARKETING STRATEGIES IN INDIA

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2 AGRICULTURAL MARKETING STRATEGIES IN INDIA

3 AGRICULTURAL MARKETING STRATEGIES IN INDIA J. M ohan Raj ABHIJEET PUBLICATIONS D ELH I

4 ABHIJEET PUBLICATIONS 2 /4 6 Tukhmeerpur Extension Delhi Phone: , abhijeetpublication@gmail.com AGRICULTURAL MARKETING STRATEGIES IN INDIA First Published 2009 J. Mohan Raj ISBN [All rights reserved. No part of this publication may be reproduced, copied, stored in a retrieval system, transmitted or used in any form or by any means, whether electronic, mechanical, photocopying, recording or otherwise, without the prior permission from the author or publishers, except for a brief quotations in critical articles or reviews. The onus of proving originality and authenticity of published text is entirely with the author.] PRINTED IN INDIA Published by J.K. Singh for Abhijeet Publications, Delhi , Lasertypeset by Gaurav Graphics, New Delhi and Printed at Himanshu Printers, Delhi.

5 (Dedicated to My (Parents Mr. M. Jayaraman & O' J. Saroja

6 Acknowledgements I am extremely thankful to Dr. O.M. Haja Mohideen, MBA., M.Com., M.Phil., B.Ed., Ph.D., Reader and Head of the Department of Business Administration, Khadir Mohideen College, Adirampattinam , Thanjavur D istrict, Tamil N adu State for his su pport and encouragement throughout for writing this book. I owe my sincere thanks to Prof. V.C. Malarmannan, Director and Head of the Department of Business Administration, Pavendar Bharathidasan College of Engineering and Technology, Tiruchirappalli-24, for her timely help. I am greatly indebted to Prof. B. Sivaramakrishnan Director Sri Sankara Group of Institution Sannasipatti, Poolankulathupatti (post), Tiruchirappalli-9, for his constant encouragement. My special thanks to Prof. K. Senthil Kum ar Assistant Professor in Department of Management Studies, RVS Engineering College, Dindugal. Dr. S.K. Suja, Lecturer in Chemistry, Department of Chemistry,

7 (viii) Lady Doak College, Madurai, Prof. P. Soundara Rajan Lecturer in Economics, Urumu Dhanalakshmi College, Tiruchirappalli-19, for helping me in all matters of the book information. I take this opportunity to express my heartfelt thanks to my beloved uncle Mr. Gajapathey Retd., Telephone Operator, Tamilnadu State Medical services and Mrs. M. Ambujam Gajapthey, Retd., Staff Nurse Tamil Nadu State Medical Services. Mrs. G. Sasi Rekha, PG Assistant, OM Maruthi Matriculation School, Karumandapam, Trichy, Mr. G. Madhan, B.E., Chief Technological Officer, AMP Technologies, Australia. And my Brother J. Suresh Babu Librarian Adiparasakthi Agriculture College Kalavai, Vellore D istrict Mrs. S. Anuradha Sureshbabu Lecturer in Mathematics, Thanthai Hans Roever College, Peram balur for their constructive criticism in this work. Thanks to my friends. I also place my sincere and heartfelt thanks to Sri. J.K. Singh, Abhijeet Publications for his moral support to bring out this book in an excellent manner. J. Mohan Raj

8 Preface Agriculture in India has faced lot of problems and constraints because of the liberalized polices of the government of India. Many more MNC's like Monsanto, PepsiCo, and others entered into the agricultural marketing, which would tend to lead a wrong and unsuited pricing strategy to the agricultural sector. To export our farm products our com m odities must essentially possess organic certificate so as to qualify standard and grading. The word Agmark Generally infers best quality (is only in the paper level). The Committee on Agricultural Costs and Prices (CACP) strongly recommended fair and attractive pricing policy and also to avoid the exploitation of intermediaries. There is a direct. and straight relationship between farmer and ultimate consumer is to be maintained to make agriculture as an agri-business oriented sector. Government followed MSP, Dual pricing, and other supporting policies. Since the regulated markets have done well at this juncture.

9 (x) Hence it also explores further better possible avenues of increasing the quality and standards like, fine variety, superfine variety, common variety, and motta variety prices. J. Mohan Raj

10 Contents Acknowledgements Preface vii ix 1. Structure of Agricultural Commodity M arkets 1 2. Methods of Reducing Marketing Costs and 31 Margins 3. Rural M arkets and Its Different Structures M arketing Policy of Some Important Crops Agricultural M arketing Components Some Case Studies on Periodical Agricultural 169 M arket in Tamilnadu Bibliography 182

11 Agricultural Marketing Strategies In India Publisher : Abhijeet PublicationsISBN : Author : J Mohan Raj Type the URL : Get this ebook