Challenges and Opportunities in Agriculture Marketing

Abstract: India is an agricultural country. Even today, almost one-third of the population of this country is directly and indirectly dependent on agriculture. Agriculture, or farming, has been the mainstay of the Indian economy since ancient times. Agricultural production increased rapidly in the post-independence period due to the combined contribution of various factors such as commercialization, the development of communication tools, and transport and communication facilities. As a result, expanding markets and marketing agricultural produce became inevitable. This helped to establish and increase the importance of the concept of agricultural marketing. Especially after the adoption of the New Economic Policy, the Indian market was opened internationally to all foreign suppliers and buyers, and the market was made available internationally. Barriers in agricultural marketing, destination markets, and marketing transactions began to be removed so that Indian farmers could reap the benefits of the new free trade policy.