Marketing and Value Chain Management approach is one of the vital mechanisms for enhancing farmers’ income. Marketing plays an important role in this process. In this book, along with basic concepts and functions of marketing, empirical case studies have been added for the readers to have a complete understanding. Recent concepts like IT based marketing information system, innovation management in rural marketing, ways of value addition of farm produce, etc. are incorporated as book chapters from renowned authors and experts in India. Cases from three most important sectors i.e. Horticulture, Fisheries and Dairy where value addition and supply chain management is emerging, cases of successful Entrepreneurs, FPOs, Start-ups, has been integrated as chapters in this book. The stakeholders in agriculture need to be equipped with market information of different agricultural commodities. This book is a timely intervention and compilation of knowledge and experiences of veteran scientists, professors from reputed Research Institutes and Universities & budding entrepreneurs across the India. Surely this book will provide a holistic view on the process and methods of commodity specific marketing.
Dr. Ujjwal Kumar, is working as Head, Division of Socioeconomics and Extension ICAR-Research Complex forEastern Region, Patna, under the Indian Council of Agricultural Research (ICAR). His area of interest is Information & Communication, Transfer of Agricultural Technologies and Participatory process. Presently his focus of study is livelihood improvement through Resource Conservation and Farming System. He is the recipient of the ICAR team award for the Biennium 2001-2002 in the year 2004 for the outstanding contribution in the field of Institute Village Linkage Programme and Indian Society of Extension Education (ISEE)-Fellow Award -2016. Dr Kumar holds a Master degree in Agriculture and a Ph.D. in Extension Education from Benaras Hindu University, Varanasi (India). He also served as Transmission Executive (Farm & Home) in the All India Radio during initial phase of his career. Dr Kumar has published 40 research papers in the journal of International and National repute, edited two Books, contributed more than 15 book chapters and wrote many technical and popular articles. He has more than 20 years of research and extension experience in agricultural field. Has been involved either as PI or Co-PI in 13 institute projects and 09 foreign and externally funded projects related to Livelihood Improvement, Water Management, Integrated Farming System, Value Chain, Need and Impact Assessment, Participatory Technology Development, Resource Conservation Technology, Technology out scaling and Performance and status of SHGs.
Dr. Anirban Mukherjee is working as a Scientist, Division of Socio-economics and Extension, ICAR Research Complex for Eastern Region, Patna, under Indian Council of Agricultural Research (ICAR). He has done M.Sc. and Ph.D. in Agricultural Extension from Indian Agricultural Research Institute, New Delhi, India. He is the recipient of Jawaharlal Nehru Award for P.G. outstanding Doctoral Thesis Research in Agriculture and Allied Science in 2019. His research focus is Farmers Producer Organization, household food and nutrition security in eastern India. He is particularly keen on application of models for forecasting growth and impact of technology in society. His research experience spans more than 8 years, with focus on impact assessment, farmers organization, effectiveness of extension system, gender and livelihood enhancement. He has published more than 25 research papers and review articles in international and national journals, 3 books, more than 40 book chapters,scientific and technical articles in reputed magazines. Till date, he has been awarded 3 best paper presentation awards in International Conferences and as Young Scientist Awards from two professional societies of India.
Dr. Dhiraj Kumar Singh is currently working as a Senior Scientist at Division of Socio-economics and Extension, ICAR Research Complex for Eastern Region, Patna, Bihar. Earlier he has served as a Scientist in ICAR-Central Potato Research Institute, Shimla from 2010 to 2017. He obtained his Bachelor's degree in Agriculture from Dr BS KKV, Dapoli (Maharashtra) and Post-Graduation and Ph.D. Degree (Agricultural Extension) from ICAR-Indian Agricultural Research Institute, New Delhi. He received Young Scientist Award from Indian Society of Extension Education, New Delhi in 2016 and Excellence in Extension Award from Agro Environmental Development Society, Rampur (U.P.) during 2021. He has more than 11 years of research experiences in the field of Agricultural Extension and Transfer of Technology. He is currently working on adoption related studies, use of ICT in agriculture, value chain management and evaluation of electronic platforms for agricultural trade. He has published more than 30 research papers and 70 popular articles/book chapters/Technical/Extension bulletins, etc.
Dr. Rohan Kumar Raman, scientist (Agricultural statistics) working at ICAR Research Complex for Eastern Region, Patna. Dr Raman has completed his Graduation (2008) from Dr. Rajendra Prasad Central Agricultural University, Pusa (Samastipur), Bihar. He has completed Post Graduate (2010) and Doctor of Philosophy (2014) from Indian Agricultural Statistical Research Institute, Pusa, New Delhi. He has more than eight years of professional experience in the field of data analytics and research. He is two times recipient of Gold Medal Young Scientist Awards (2017 and 2018) from professional societies. He has developed calibrated estimators for survey sampling in non-response situations, time series forecasting model for total fish landing in Chilika lake, Odisha, multispecies time series modelling tools for commercial fisheries in a tropical river-estuary system, India. He has also contributed as data analytical experts in the field of bioinformatics, crop sciences, veterinary and fisheries sciences. He has more than 60 national and international publications, book chapters and popular articles. He has published a book “Concept Building in Fisheries Data Analysis”. He has experience of working on several research projects of national and international importance in the area of agricultural statistics.
Dr. Kumari Shubha is a vegetable Scientist at Indian Council of Agricultural Research (ICAR) since 2016. Currently, she is working at Division of Crop Research, ICAR-Research Complex of Eastern Region, Patna. Her current work focuses on developing strategies to ensure food and nutrition security for rural farmers in Eastern India thereby achieving a living income and overcoming poverty and reaching a decent standard of living. Prior to this, she was working at ICAR-National Bureau of Plant Genetic Resources, New Delhi, India. She holds a bachelor’s degree in Horticulture, a master’s and a Ph.D. degree in Vegetable Science. She was the Gold Medalist in her graduation, post graduation degrees and recipient of DST Inspire Fellow. She has published more than 15 research and review papers in international and national journals, one book and more than 8 book chapters in reputed books. She has been awarded as Young Scientist Award from two reputed scientific societies of India.
1. Agricultural Marketing: Concept and Functions.......................... 1 R.K.P. Singh
2. Value Addition of Farm Produce: Key to Farmers' Prosperity........................................................11Naresh Chandra
3. Information Technology Based Marketing Information System.................................................................................................21Ujjwal Kumar
4. Innovation Management in Rural Marketing..............................37 Niraj Kumar
5. Prospects of Value Chain Analysis in High Value Agriculture in India.................................51 Siddharth Bhardwaj
6. Off-season Vegetable Cultivation and Marketing Possibilities...................................................................59
Kumari Shubha, Ramnath Kumar Ray, Anirban Mukherjee, Dhiraj K. Singh and Ujjwal Kumar
7. Production and Marketing of Horticultural Crops in India........................................................................69 S.K. Purbey
8. Supply Chain Management: Issues and Success with Reference to Horticultural Crops .........................................83
V.K. Jayaraghavendra Rao
9. Influence of Intermediaries on Producers’ Share in Consumer Price: A Case of Mango Value Chain
in Uttar Pradesh................................................................................95
S.K. Dubey, Reshma Gills, U.S. Gautam, R.R. Burman, Uma Sah, Bhaskar Shukla and Rajeev Kumar Singh
10. Baby Corn: An Enterprise in Aterna Village of Haryana .......109 V.K. Yadav, Ujjwal Kumar, Anirban Mukherjee, Pradip Kumar Sarkar and Asit Chakravarti
11. Organic Milk Production and Marketing ...................................115 Alok Kumar
12. Envisaging Market-Led Extension Initiatives in Fisheries .......121 Suman Dey and S.N. Ojha
13. Inland Fisheries Marketing Management in Eastern Region of India......................135 Piyashi Deb Roy and B.K. Das
14. Value Chain in Fisheries Sector: Theories and Practices .........149 Soumili Das and Satarupa Ghosh
15. Open Auction System in Silkworm Cocoon Markets ..............161 Shafi Afroz and Joycy Rani Dasari
16. Agricultural e-commerce: A Case Study on Agricultural Start-ups in West Bengal.........................................175 Ganesh Das, Subrata Poddar Bikash Roy and Prabhat Kumar Pal
17. Data Analytical Methods for Rational Decision Making in Marketing Research........................................181 Rohan Kumar Raman, Anil Kumar Yadav, Abhay Kumar, Anirban Mukherjee, and Ujjwal Kumar
18. Marketing Strategies of Farmers Producer Organization During COVID-19 Pandemic..........................................189 Biman Maity, Tarun Kumar Das, Victor Sarkar, Amal Roy and Kausik Pradhan
19. FPO Based Market Linkage Model Through KVK: A Case of Ramgarh......................................................199 D.K. Raghav, Anirban Mukherjee, V.K. Yadav, Bikas Das and Ujjwal Kumar
20. Impact of Weather and Climate Risks on Agricultural Market Systems (AMS)................................................209 Ved Prakash, A. Upadhyaya, Akram Ahmad, Pawan Jeet and Arti Kumari
