Opportunities in Rural Markets With Special Emphasis on Marketing of Agriculture Products

ISSN: 2349-5677 Volume 1, Issue 1, June 2014 133 Opportunities In Rural Markets With Special Emphasis On Marketing Of Agriculture Products *Dr. G. S. Lodhi Assistant Professor & HOD Sri Satya Sai University of Technology & Medical Sciences Sehore MP Abstract The Indian economy has been passing through the trajectory of high growth for several years. It has been seen by this study that the development of rural markets can be formed and improved by
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    ISSN: 2349-5677 Volume 1, Issue 1, June 2014 133 Opportunities In Rural Markets With Special Emphasis On Marketing Of Agriculture Products *Dr. G. S. Lodhi Assistant Professor & HOD Sri Satya Sai University of Technology & Medical Sciences Sehore MP   Abstract The Indian economy has been passing through the trajectory of high growth for several years. It has been seen by this study that the development of rural markets can be formed and improved  by the opportunities seen in the selling and purchase of agriculture products.The overall Consumption pattern have an annual compounded growth rate of around 4% for the last 20 years; but it is estimated to grow by over 5% in the next two decades and this is expected to treble by 2025.As per the McKinsey Global Institute forecasts, spending by the rural households would reach the 2008 prevailing in urban India by the year 2017. The Government has also been consolidating its fiscal position, creating a conducive climate for investment activities. Investment demand in the economy is picking up, reflecting the growing dynamism in the industrial sector. The exports have also assumed vibrancy. Employment in the rural segments can be automatic developed by the agricultural products. Keywords  :  Rural marketing, agricultural marketing, rural industries products, Contract Farming,  NABARD.   Introduction Broadly rural marketing incorporates the marketing of agricultural products, rural industries  products and services of many kinds. The trade channels for different types of commodities available in rural areas private, cooperatives, processors, regulated markets and state agencies. In no sense, a social cluster or village economy as at whole can be developed without effective and efficient rural marketing. As the global economic trend has changed and is worst affected by the economic recession the rural market in India provide a wide range of opportunities. The  problems of unemployment and mobility of labours can be solved to a large extent by applying the rural marketing of agricultural products.   Agricultural marketing    ISSN: 2349-5677 Volume 1, Issue 1, June 2014 134 Agricultural marketing covers the services involved in moving an agricultural  product from the   farm to the consumer. Numerous interconnected activities are involved in doing this. Agricultural marketing is best carried out by the private sector rather than governments and all   stages of the chain must show a profit for the participants. Support to developing countries with   agricultural marketing development is carried out by the agricultural marketing section of  FAO and various donor organizations. Activities include market information development, marketing extension, training in marketing and infrastructure development. Recent trends have seen the rise of  supermarkets and a growing interest in contract farming.    Rural Marketing Rural Marketing is defined as any marketing activity in which one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs(products and services) to the rural market as well as the marketing of outputs from the rural markets to other geographical area. Rural market provides immense potential for growth and expansion in India.  Nearly 70% of the population is engaged in agriculture and allied activities. Here the 48% of  population in rural areas are considered to be below 20 years of age. From the table given below we can easily conclude that there is market potential of approx.Rs 12,300 billion and the major share after FMCG (Rs.6, 500 billion) is of Agriculture Inputs only (Rs.4, 500 billion).  Rural marketing   is confused with agricultural marketing  –   the later denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers. The estimated market sizes in the rural areas are as follows: SECTOR APPROX. ESTIMATION (in billion.) 1.FMCG(fast moving consumer goods) Rs.6,500 billion 2.Consumer durables Rs. 500 billion 3.Agriculture Inputs(including tractors) Rs.4,500 billion 4.Automobiles(two-wheelers and four-wheelers) Rs.800 billion TOTAL Rs.12,300 billion NABARD  NABARD (National Agriculture ) is set up by the Government of India as a development bank with the mandate of facilitating credit flow for promotion and development of agriculture and integrated rural development. The mandate also covers supporting all other allied economic activities in rural areas, promoting sustainable rural development and ushering in prosperity in the rural areas.    ISSN: 2349-5677 Volume 1, Issue 1, June 2014 135 With a capital base of Rs 2,000 crore provided by the Government of India and Reserve Bank of India , it operates through its head office at Mumbai, 28 regional offices situated in state capitals and 391 district offices at districts. Objectives Of The Study: 1.   To determine the factors of growth in the rural development. 2.   To have an overview of the agricultural products present in rural markets of Madhya Pradesh. 3.   To lay the importance of marketing of agriculture products in rural markets and providing the employment opportunities. Research Methodology: An exploratory research design was taken into frame. The data collection method was both  primary methods through personal interview with the owners of agricultural selling shops and questionnaire designed for the farmers and middle men engaged in farming field. The sampling area was Sagar, Bhopal, Jabalpur, Damoh and Rewa district. The selection of sampling unit was done randomly. The sample size is 150 respondents out of which 50 were the shop owners and managers rest 100 were middlemen and the farmers purchasing the agricultural products. Factor anaylsis method was taken into the frame and the result was given the factor form. Five factors were taken infrastructure, availability of credit facility, shops availability, promotion schemes, government policies. Limitations: 1.   Response biasness could be one of the limitations. 2.   The sample chosen may not be the true representative of the whole population. 3.   As the research was exploratory in nature, it was not possible to study the accurate  phenomenon of the fact. 4.   The fact and figures provided in this project report are based on the data collected from the respondent hence there might be chances of having a little differences from actual. 5.   As I have conducted my survey regarding this project in bundelkhand region itself at the same time I got some of the people were not interested in giving information as per the questionnaires.    ISSN: 2349-5677 Volume 1, Issue 1, June 2014 136 6.   There might be chances of having a little difference from actual data just because all the facts and figure used in this project report are based on the responces of the customers. Contract Farming: The Government of India's National Agricultural Policy envisages that private participation will be promoted through contract farming and land leasing arrangements to allow accelerated technology transfer, capital inflow and assured market for crop production, especially of oil seeds, cotton and horticultural crops. National Agricultural Policy of GoI has also recognised contract farming as an important aspect of agri-business and its significance for small farmers. The Inter -Ministerial Task Force on Agricultural Marketing reforms observed that contract farming was becoming increasingly important. State and Contract Farming matrix State/ Institution Nomenclature of the Scheme   Short Details of the Scheme   Benefit to Farmers/Benefit to Private House   States/Districts where it is being implemented  1.CHATTISGARH MSSL Mahindra Krishi Vihars Supply of quality inputs, technical guidance,  buy back of  produce at  pre decided  price. Assured availability of quality produce in required quantities at pre decided rates Chhatisgarh 2.Madhya Pradesh  1. ITC Ltd. e- Choupal for Soybean & Information on best Availability of quality Soybean MP
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