Indian Journal of Agricultural Marketing
Year : 2014, Volume : 28, Issue : 3
First page : ( 83) Last page : ( 84)
Print ISSN : 0971-8664. Online ISSN : 2456-8716.

Interface of organised of retailing marketing and state marketing acts agriculture

Reddy G.P., Sivaramane N., Meena P.C.

National Academy of Agricultural Research Management, Rajendranagar, Hyderabad-30

Online published on 23 October, 2017.

Summary

The reforms in major areas of agricultural marketing sector are at country level in general matching with WTO liberalization requirements some of the typical informal liberalized model markets such as alternative markets are already in operation. After the ‘Green Revolution’, which ensured abundant production and food security in India, we are gearing ourselves to have “Marketing Revolution”. with all its rainbow colours so as to seize the opportunities provided by the liberalized national and international market. But selected marketing institutions have initiated reforms and marching towards commercialization and using information technologies. Thus, the consequence of distribution channels for nation's economic growth is imitated in the activities of agriculture retail supply chain operators (operators like producers or traders or service providers) in any market either it may be domestic or foreign. The prerequisite for expanding agriculture retail supply chain activities depends on implementation of successful strategies for development, based on recent improved technology, knowledge, IT and human resource management. This leads to emergence of innovation in agri-business structures which develop into a chain, what we call as Retail supply chain, further it improved with value creation chains. The study conducted indifferent for different crops indicated the benefits accrued to the farmers because of ORM. Organized retail sector is influenced by FDI in many states. FDI in organized in retailing influences several sectors of our economy, it also helps in technology transfer, price stabilization and crop diversification But the reform canvas has to be widened and pace has to be accelerated. This would not only ensure a fair price to the farmer but also ensure availability of quality products to the consumer at reasonable prices.

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