AGMARK
AGMARK
Gaurav Keshari
(M.Sc.,B.Ed.; MBA-Agribusiness )
Marketing Officer
DEFINITION :-
Agriculture
Means activities aimed at the use of natural resources
DEFINITION :-
Marketing:connotes a series of activities involved in moving the goods from the point of production to the point of consumption.
It includes all activities involved in the creation of time, place, form and possession utility
Marketing infrastructure
A.O. Hirschman- four characteristics of infrastructure
i) the services facilitate economic activity ii) the services are public goods because of economic externalities iii) the services cannot be imported; iv)investments tend to be indivisible or lumpy
In this context, marketing infrastructure consists of a combination of national assets, sustaining the addition of place, time and form utilities
Functional Infrastructure Market user common facilities Shortening the Value Chain
Direct Marketing Contract Farming E-Trading Infrastructure
India has huge supply advantages due to diverse agro-climatic conditions and wide ranging raw material base
20 agri-climatic regions
Sunshine hours and day length are ideally suited for round the year cultivation
Among the top five producers worldwide of rice, wheat, groundnuts, tea, coffee, tobacco, spices, sugar and oilseeds.
Huge wastage across the supply chain leads to lower level of processing and hence low value addition
Producer
Developing Countries Relatively high losses in the initial parts of the value chain
Level of Processing across Segments Segment Fruits and Vegetables Marine India Other Countries
Poultry
Buffalo Meat Milk
6%
20%
Consumer
35%
Field
For k
Faults.. Inadequacy of
Agricultural Marketing infrastructure
The First Ever National Agriculture Policy was announced in July 2000 has indicated a nine-fold package of policy initiatives to achieve the objectives Development of Sustainable agriculture Food and Nutritional security Generation and Transfer of Technology Improvement of input efficiency Provision of incentives for agriculture Promotion of Investments in agriculture
The expert committee, Government of India (June 2001) made an assessment of investment requirement of Rs.268742 crore for investment in agricultural marketing Infrastructure.
Recommendations
The integrated pack houses catering to farms in respect of regions around 5000-10,000 hectare for washing, sorting, grading , packing, cold storing etc. E-trading for direct marketing through kiosks in the market yard Telephones:- only 59% of villages covered(2001) , 3.5% tele-density against world average of 16, target is 15% by 2015. Examine WCL technology. Rural connectivity:- Only 47.83% of villages covered till mid 90s. Av. road length is 4 km. To connect each village with main road. Investment requirement is Rs 74000 cr. Physical facilities in regulated markets:- auction platforms, shops and godowns etc; Rs 6026 crore during next 10 years
Recommendations.
Specialised markets :- fruits and vegetables, 241 places in the country; 970 crore. Farmers markets:- Apni Mandis in different states. Should be in every district at least. Rural periodic market- 27294 RPMs; investment requirement is Rs. 2146 cr. Storage/ warehousing:- 52 million tonnes storage capacity available , need for creating storages for additional 20 million tonnes now stored in the form of CAP( Covered and Plinth ), investment requirement of Rs.5400 crore Cold storages:- 135 Million tonnes of fruits and vegetables, 30% post harvest losses, during next ten years cold storage capacity of 45 million tonnes for investment of Rs.27000 cr.
Package of promotional schemes available for Agriculture infrastructure development and quality improvement.
schemes
Farm LevelHarvesting Harvest maturity Indices Harvesting Methods- Manual/ Mechanized Harvesting tools/ kit Collection- sorting/grading at farm Harvesting Containers/Packing material Farm level Storage
Market level
Mode of Transportation Road conditions Cleaning and grading at mandi Weighment -Digital/ Pan balance Storage at mandi Packaging material/Bagging etc
Quality factors
GAP certification, GHP, GMP & HACCP Vapour heat treatment Pesticide residue level Irradiation Packaging specifications Product Standardization Food safety at Farm, APMC, Storage, Distribution / transportation and at retail mkting
Agriculture/Horticulture Fisheries Meat & Poultry Minor Forest Produce Dairy Medicinal plants Apiculture