Page 306 - DMGT509_RURAL MARKETING

Unit 15: Marketing of Agricultural Produce

Effective implementation of policy initiatives will call for comprehensive reforms in Notes
the management of agriculture by the Central and the State Governments. The Central
Government will supplement/complement the State Governments’ efforts through
regionally differentiated Work Plans, comprising crop/area/target group specific
interventions, formulated in an interactive mode and implemented in a spirit of
partnership with the States. The Central Government will move away from schematic
approach to Macro-Management mode and assume a role of advocacy, articulation and
facilitation to help the States in their efforts towards achieving accelerated agricultural
development.
The Government will focus on quality aspects at all stages of farm operations from sowing
to primary processing. The quality of inputs and other support services to farmers will be
improved. Quality consciousness amongst farmers and agro processors will be created.
Grading and standardization of agricultural products will be promoted for export
enhancement. Application of science and technology in agriculture will be promoted
through a regular system of interface between S&T institutions and the users/potential
users, to make the sector globally competitive.
The database for the agriculture sector will be strengthened to ensure greater reliability of
estimates and forecasting which will help in the process of planning and policy making.
Efforts will be made to significantly improve and harness the latest remote sensing and
information technology to capture data, collate it, add value and disseminate it to
appropriate destinations for managing the risk and in accelerating the growth process.
The objective will be to engage in a meaningful continuous dialogue with the external
environment in the changing scenario and to have on-line and real time system of
‘Agriculture on line’ capacity to analyze the signals emanating from the farms and the
markets for the benefit of the farmers.
The Government of India trust that this Statement of National Agriculture Policy will
receive the fullest support of all sections of the people and lead to sustainable development
of agriculture, create gainful employment on a self sustaining basis in rural areas, raise
standards of living for the farming communities, preserve environment and serve as a
vehicle for building a resurgent national economy.

Question
Analyse the situation and offer suggestions for helping India’s cause in agriculture business.

15.9 Summary

 The raw materials from which rural articles are made are brought from outside.

 Middlemen often supply the artisan with capital necessary for buying them and other
accessories and purchase their products in lieu of repayment.
 This sometimes reduces the artisans to the status of ordinary wage earners carrying on
repair work and production work on piece rate basis as per the orders received through
their financiers.

 With a view to rendering assistance to the artisans, co-operative societies of have been
organised in districts with training centres for artisans and these societies arrange finance
and marketing of the members’ produce.

 In most of the rural areas in different parts of the country, there is considerable awareness
on various latest products that are available in the market.

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