AGRICULTURAL MARKETING: REALIZING THE NEED FOR TRANSPARENCY AND TECHNOLOGY IN THE MARKETING PROCESSES TO IMPROVE THE FARMING SECTOR IN INDIA

A strategic tie up between farmers, intermediaries and final consumers is called agricultural marketing. The growing interest in consumption of organic foods and application of modern technologies in the supply chain of the farm products catalyzed the growth of agricultural marketing in Indian markets. The entry of private players in this service area brought in lime light and revolutionized the way farm or agricultural products are delivered to the final consumer. The farmers have a new option at hand to reduce post-harvest losses and have decent regular incomes, thus improving their livelihoods. A better understanding and educating of Marketing information systems would facilitate positive benefits to both traders and farmers. Supportive policies, legal framework, institutional design, infrastructure design and bureaucratic environment can facilitate towards the success of agricultural marketing in India. The pandemic situation has a direct impact on the demand for farm products, dairy products, livestock products, fresh fruits and vegetables as people are moving towards healthy living options. Although there is a growing market for agricultural marketing in the metropolitan cities and urban localities, rural and semi-urban population still prefer the old way of purchasing the agricultural products from retailers, general markets or mandi's. There is a large scope to succeed in the Agricultural marketing in our country as there is an untapped market at bay. Majority of the nation's population are employed in agriculture and related activities; thus, agriculture sector is the major contributor to the economy. Therefore, constructive changes in this sector brings excellent growth opportunity for the farmers and our nation as whole. The bleak future and poor economic growth in agriculture force the farmers to direct the next generation towards non-agricultural sectors. Agriculture marketing, can help redesign the future of farmers in our country. If properly utilized, agricultural marketing can make farming a professional career and attract the coming generations towards agriculture.A seed does not grow into a tree overnight. It takes time, care and effort.