Challenges and opportunities in marketing farm produce: A review

Abstract

India still retains its status as agrarian economy in the twenty first century too. Along with a proportionate shift in the demographics of the agriculture sector and its output, the marketing of farm produce has gone through many phases from Barter system to internet based online marketing. Implementation of comprehensive marketing strategies is becoming difficult due to vast diversifications which are regional, technological, attitudinal, economical, and political. Studies reveal that Farm Producers have been facing many problems and challenges. Still the decisions taken by the farmers in this regard prove to be ineffective. The present study is a review article on the evolutionary changes in the field of farm produce marketing in India. Further, an attempt was made to analyse the challenges and problems faced by the farmers with regard to their decisional roles, their affordability towards acquiring knowledge and information, dependency for financial assistance, and their opinion on policy initiatives of government towards marketing of farm produce in India. As most of the agricultural products have no or less shelf period, a systematic analysis on marketing farm produce is presented based on the authenticated information published by various government reports, public journals, research articles, etc.