Barriers and challenges-agricultural marketing of the produce faced by the farmers in Tamilnadu

Abstract

Agriculture fulfils the basic needs of human kind by producing food. Farmer used to produce food and commodities mostly for self-consumption or for exchange with others mostly in the same village or nearby places. At present, production environment has changed considerably from self- reliance to commercialization. Agriculture, generally means growing of crops and livestock while, marketing encompasses a series of activities from the point of production to point of consumption. There are key factors influencing agriculture in both production and marketing may be classified as physical, social and economic factors. Mostly marketing in Tamilnadu has been through various channels like middlemen, traders, retailers and by direct marketing. To overcome various limitations and to provide greater benefits to the farmer which were taken by middlemen, Direct Marketing was implemented. The Government have taken steps in restructuring to regulate Agri Business and encourage entrepreneurs. The Government also took necessary steps like practicing fair trade price to the farming community to support the left behind farmers in the competitive marketplace and supporting with latest technologies to reduce the loss incurred during various stages of harvesting. By implementing various technological ideas and through value addition agricultural business can be streamlined in this competitive market.