Page 301 - DMGT509_RURAL MARKETING

Rural Marketing

Notes Generation and dissemination of appropriate technologies in the field of animal production
as also health care to enhance production and productivity levels, will be given greater
attention. Cultivation of fodder crops and fodder trees will be encouraged to meet the
feed and fodder requirements and to improve animal nutrition and welfare. Priority
attention will also be given to improve the processing, marketing and transport facilities,
with emphasis on modernization of abattoirs, carcass utilization and value addition thereon.
Since animal disease eradication and quarantine is critical to exports, animal health system
will be strengthened and disease free zones created. The involvement of co-operatives
and the private sector will be encouraged for development of animal husbandry, poultry
and dairy. Incentives for livestock and fisheries production activities will be brought at
par with incentives for crop production.
An integrated approach to marine and inland fisheries, designed to promote sustainable
aquaculture practices, will be adopted. Biotechnological application in the field of genetics
and breeding, hormonal applications, immunology and disease control, will receive
particular attention for increased aquaculture production. Development of sustainable
technologies for fin and shell fish culture as also pearl-culture, their yield optimization,
harvest and post-harvest operations, mechanization of fishing boats, strengthening of
infrastructure for production of fish seed, berthing and landing facilities for fishing vessels
and development of marketing infrastructure will be accorded high priority. Deep sea
fishing industry will be developed to take advantage of the vast potential of country’s
exclusive economic zone.
Generation and Transfer of Technology

A very high priority will be accorded to evolving new location-specific and economically
viable improved varieties of agricultural and horticultural crops, livestock species and
aquaculture as also conservation and judicious use of germ plasma and other biodiversity
resources. The regionalization of agricultural research, based on identified agro-climatic
zones, will be accorded high priority. Application of frontier sciences like biotechnology,
remote sensing technologies, pre and post-harvest technologies, energy saving
technologies, technology for environmental, protection through national research system
as well as proprietary research will be encouraged. The endeavour will be to build a well
organized, efficient and result-oriented agriculture research and education system to
introduce technological change in Indian agriculture. Upgradation of agricultural education
and its orientation towards uniformity in education standards, women empowerment,
user-orientation, vocationalization and promotion of excellence will be the hallmark of
the new policy.
The research and extension linkages will be strengthened to improve quality and
effectiveness of research and extension system. The extension system will be broad based
and revitalized. Innovative and decentralized institutional changes will be introduced to
make the extension system farmer-responsible and farmer-accountable. Role of Krishi
Vigyan Kendras (KVKs), Non-Governmental Organizations (NGOs), Farmers
Organizations, Co-operatives, corporate sector and para-technicians in agricultural
extension will be encouraged for organizing demand driven production systems.
Development of human resources through capacity building and skill up gradation of
public extension functionaries and other extension functionaries will be accorded a high
priority. The Government will endeavour to move towards a regime of financial
sustainability of extension services through affecting in a phased manner, a more realistic
cost recovery of extension services and inputs, while simultaneously safeguarding the
interests of the poor and the vulnerable groups.

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