An Abstract On

Public – Private Partnership in Agricultural Marketing

Authored by: Prof. V.Nagendra, B.E, M.B.A1, email id:vnagendra37@gmail.com
Bhargav.B2, email id: bhargav877@gmail.com

India is a country where one third of its population depends on agriculture directly or
indirectly. Agricultural marketing is mainly, the buying and selling of agricultural products. In
earlier days when the village economy was more or less self-sufficient, the marketing of
agricultural products presented no difficulty, as the farmer sold his produce to the consumer on a
cash or barter basis. Today’s scenario is completely different, where, it has to undergo series of
exchanges or transfers before it reaches the end consumer. It has been a great concern in recent
years regarding efficiency of agricultural marketing products in India. Because of poor linkages
in marketing channels and infrastructure, price of the agricultural products have been raised.
Entry of private sector into agricultural marketing can improve the said efficiency.
The private sector brings the investment, management and efficiency. With the
introduction of public-private partnership in agricultural marketing, it helps in reduction of the
prices of agricultural products. The paper mainly focuses on public private partnership model
which enables farmers to undertake market driven production plans and adoption of modern
marketing practices. However, primarily, suggestions will be concerted towards reducing on-
field losses and providing of proper channels to the farmers for fetching the best prices.

Keywords: Public private partnership, competitive advantage, Agricultural marketing, on-field

losses.

1
Faculty member, MATS Institute of Management and Entrepreneurship, Bangalore-078
2
M.B.A, MATS Institute of Management and Entrepreneurship , Bangalore-078