Market Led Extension for Promoting Rural Entrepreneurship in India

The role of extension in bringing about the turn around and making the country self-sufficient cannot be denied. The production has increased dramatically but could not translate into better remuneration to the farmers. Agriculture marketing has gained momentum in view of the substantial increase in production level as well as opening of the economy with GATT/WTO agreement. Marketing extension is now indispensable and has been playing a twin role, catering, on one hand, to the needs of farmers for information and technology in the realm of production and marketing and providing feedback, on the other, from grass-root level to the development department, research institution and other stake holders. Market extension may be useful in disseminating useful information regarding benefits of regulated markets, strategic holding of produce during peak season, terms of transactions of credit agencies, alternative marketing systems etc. Extension may also enhance the marketability of the produce by information support in the field of post harvest management including practices such as handling, cleaning, drying, grading, packaging, storing, processing, value addition etc. The new marketing strategy would require that the technology transfer be supported by strong research base, bench mark survey to elicit ground realities, entrepreneurial approach targeting farmers, farm women and rural youth, focus on small/marginal farmers and comprehensive approach to agriculture. Micro-level strategies call for drawing production plans at the district level based on the information on local consumption, market demand, infrastructure support etc. Micro level expertise is required to advice farmers as to what, when, how and where in respect of production as well as marketing. Developing commercial orientation and business sense would encourage entrepreneurship in farm community. It may be worthwhile to conclude that extension issues relevant to agriculture marketing need to be addressed in order to make the market led extension effectively evolve and deliver the goods.