Page 263 - DMGT509_RURAL MARKETING

Rural Marketing

Notes of oilseeds in the country and attain self-sufficiency. Pulses were brought under the Technology
Mission in 1990. After the setting up of the Technology Mission, there has been consistent
improvement in the production of oilseeds. A new seeds policy has been adopted to provide
access to high-quality seeds and plant material for vegetables, fruit, flowers, oilseeds and pulses,
without in any way compromising quarantine conditions. To give fillip to the agriculture and
make it more profitable, Ministry of Food Processing Industries was set up in July 1988.
Government has also taken initiatives to encourage private sector investment in the food
processing industry.

Did u know? The Indian government also set up Ministry of Food Processing Industries to
stimulate the agricultural sector of Indian economy and make it more lucrative. India’s
agricultural sector highly depends upon the monsoon season as heavy rainfall during the
time leads to a rich harvest. But the entire year’s agriculture cannot possibly depend upon
only one season.

14.2 Opportunities in India

Opportunities to do business with Indian Agriculture are vast. The area in which the potential
exists are Fruits which include Mango, Papaya, Pineapple, Guava, Pomegranate, Lime, Sweet
orange, Banana, Grape, Sapota etc. Vegetables which include Carrot, Cabbage, Cauliflower,
Beans, Okra, Peppers, Tomato, Bell peppers, Gherkins, Onion, Peas etc. Flowers which include
Rose, Coronations, Gerbera etc. Processed Fruits and Vegetables includes Fruit pulp,
concentrates, flavors, extracts, frozen fruits, frozen vegetables, pickled products, assorted
products. Spices including Black pepper, Red pepper, Garlic, Tamarind, Ginger, Basil leaves,
Rosemary, Oregano etc. Dairy products include Milk, Milk powder, Butter, Ghee, Cottage
cheese etc. Medicinal and Aromatic plants, Essential oils etc. Organic products including Fruits,
Vegetables, Food grains, Mushrooms, Medicinal & Aromatic plants etc. Aqua products
including Fish, Shrimp, Crab, Assorted, Value added products etc. Poultry & Meat products,
Mushrooms.

14.3 Factors Enhancing Agri-business Opportunities

The following factors contribute to agribusiness opportunities:
1. Strong agriculture

2. State support
3. Multi product environment
4. Vibrant economy Product availability throughout the year
5. Strong domestic market

6. Land area not a constraint
7. Products for global markets
8. Wealth of human resources
9. Presence of global MNCs

10. Exportable surplus
11. Processing capability

258 LOVELY PROFESSIONAL UNIVERSITY