AGRICULTURAL MARKETING & ORGANIZED RETAILING FOR CHANGING AGRIFOOD SYSTEM IN INDIA

The agricultural situation in India has undergone a rapid change after independence. Investment in the agricultural sector both public and private has risen with the result that agricultural production at national level has achieved a better growth rate as compared with other developed countries. Now-a-days there is primarily a need to accelerate the growth rate and minimize the fluctuations in agricultural production. The production is responsive to process being offered for agricultural produce and availability of inputs and machinery in the open market. On the other hand consumers also have a right to expect availability of goods at reasonable prices and as per their choice. For achieving these apparently conflicting objectives, agricultural marketing system plays pivotal role. To satisfy the production requirements as well as consumer needs and satisfaction, the role of various sections of society farmers, labourers, traders, consumers, processors, researchers, sociologists, administrators, planners affects the system and structure. Hence the marketing in agricultural sector need to be given a major thrust and be taken as top priority on the nation’s agenda. It is not very difficult to produce a commodity, much more difficult is to market it satisfactorily, so as to ensure that the farmers long labour is compensated properly (remunerative prices and timely payments).