India is a country with a heavy dependence on agriculture and about 1/3rd of the population relies on agriculture directly or indirectly. Since times immemorial, agriculture has been the backbone of the Indian Economy.
The agricultural scope of India is seeing a major shift from subsistence to commercial and in such a scenario Agri-preneurship and Agri-marketing are here to stay.
Agriculture Marketing includes all those activities concerned with procurement, grading, storing, transporting, and selling of agricultural produce. This ultimately leads to the selling of farmers’ surplus produce and in turn increases their income. The government also established the National Agriculture Market (e-NAM), an electronic portal to create a unified market for streamlining the processes.
There are multiple types of Agriculture markets in India. Some of the very popular ones are Primary or Local markets where more than 50% of the surplus is sold, Secondary Markets which basically are the wholesale markets, then terminal markets whose area of operation extends over a state, fais on religious occasions at pilgrims, regulated markets which are set-up by the government and state-trading.
The various platforms for agricultural marketing are direct marketing through selling directly to consumers, contract farming, Private wholesale markets, Organized retailing, Farmer Producer Organizations, and Cooperatives in Agricultural Marketing.
Technological advancements can also be seen in the agriculture industry with the introduction of technologies such as hydroponics in which plants are grown without soil. Vertical Farming where crops are grown in vertically stacked layers, aquaponics in which conventional aquaculture is combined with hydroponics and aeroponics where plants are grown in air or mist environment without soil.
Apart from organized growth, the interest of people in households and taking up gardening as a hobby are also some developments. Not to forget, in events, conferences plants, and saplings are being used more and more every day as tokens of acknowledgment. Plants are also being used as gifts. There are new start-ups coming in which are into the plant-gifting business like PKR Green and Consultants, Nurturing Green to name a few.
Some of the problems being faced by the sector are long supply chains, poor transportation facilities, license barriers, low price realization, and others.
There are multiple organizations in India working for the same, Commission of Agricultural Costs and Prices, Food Corporation of India, Cotton Corporation of India, National Agricultural Marketing Federation among others.
In order to run a successful Agricultural Marketing Campaign, one must ensure the following steps-
- Define a goal and build strategies around it.
- Define your target market and go after those customers precisely.
- Use tailor-made messaging, visuals and audios.
- Be consistent and use the channels where your audience is available.
- Talk about recent trends and keep a check on your competitors.
With the huge surge in the e-commerce industry, the agricultural sector is also coming on board and is a new frontier in Agricultural Marketing. Grofers, BigBasket, Ninjacart, and Krishihub from Bangalore, Crofarm from Delhi are some of the upcoming and most popular platforms for the sale of agricultural produce in India.