Uzhavar Santhai was introduced as a new marketing strategy in 1999. The scheme aims at improving producers share in consumer rupee by eliminating middlemen in agricultural trade. A study conducted at Annanagar Uzhavar Santhai with 120 farmers revealed remunerative prices, absence of middlemen, hygienic market environment and sanitation facilities, no entry fee, no delay in money transactions, free transport of farmer produce as strength of uzhavar santhai. With regard to weakness limited availability of fruits, insufficient number of stalls/space to farmers, sudden temporary price cut by commission agents causing fluctuation of market prices, lack of cold storage, lack of shelter to consumers during rainy season, functioning in morning alone and no standard grading procedure. The opportunities for uzhavar santhai development are developing a value addition unit, Information resource centre, market in two sessions, cold storage facilities, installation of electronic price display system, sale of agricultural inputs, sales promotion by self help groups and banking facilities. The threats of uzhavar santhai are change in political leadership affecting market functioning, privatization of extension service, political interference, farmers bothering about quality and not quantity, city planning, WTO agreement which allows entry of agricultural produce at cheaper price and purchases by retailers in bulk quantity.
Strength, weakness, opportunity, threats, uzhavar santhai
