This action might not be possible to undo. Are you sure you want to continue?
Presented by:Group no. 3 Udit sawhney(53) Anubha singhal(06) Gagan chopra(14) Saurabh arora(41) Nikita sinha(26)
breakfast cereals etc. Milk. supermarkets). manufacture the food products (for ex. restaurants. and transport and sell the food products to consumers (for ex.AGRIBUSINESS The word agriculture indicate plowing a field.). chemicals. grain. bread. credit etc. milking cows. process the output (for ex.). this was a fairly accurate picture. or feeding livestock. Until recently. Agriculture has evolved in to agribusiness and has become a vast and complex system that reaches for beyond the farm to include all those who are involved in bringing food and fiber to consumers. . But todays· agriculture is radically different. meat etc. Agribusiness include not only those that farm the land but also the people and firms that provide the inputs (for ex. Seed.). planting seed. harvesting a crop. ice cream.
PRESENT POSITION OF AGRIBUSINESS ´ Rural markets. including understanding the dynamics of the rural markets and strategies to supply and satisfy the rural consumers. like China. There are several difficulties confronting the effort to fully explore rural markets. is still in evolving shape. The concept of rural markets in India. as also in several other countries. . and the sector poses a variety of challenges. as part of any economy. have untapped potential.
´ Engage about 56% of work force.(jan 2001) ´ Indian farming changed due to green revolution and market surplus.SITUATION IN AGRICULTURE Agriculture accounts for 17. ´ Scope in international market. ´ .8%(2008-2009) of gdp(cso) as compared to 50% in 1947.
value addition.employment and economic prosperity. packaging.ROLE OF MARKETING IN AGRIBUSINESS Agriculture sector needs ¶well-functioning Market· to drive growth. processing and transportation so as to get remunerative price to the farmers. The foremost aim of the Department is regulating trade of agricultural produce most effectively and also by devising and implementing new technologies to reduce post harvest losses through appropriate post-harvest operations including grading. The prime objective of the Department of Agricultural Marketing And Agri Business is to help the farmers in marketing their agricultural produce to fair price and to ensure remunerative returns to them. .
´ The basic scope of this novel initiative will be the mutual benefits of the rural entrepreneurs and industries ´ . ´ Develops a image commodity in minds of buyers. ´ It ensures quality.WHY SHOULD ONE BRAND A AGRICOMMODITY? Brands help in differentiate products as they enhance their value beyond their functional attributes.
It increases export ´ rural producers can participate in the benefits of globalization and will also develop their capacity to maintain global quality standard ´ .
´ Traditional thinking of frarmers.CHALLENGES IN BRAND CREATION Farmers are not well educated. ´ . ´ It involes money. ´ People are not ready for changes. ´ physical infrastructure & new market institutions are still evolving this needs to be appropriately factored in. ´ Laons are not easily available.
´ the products of the existing and popular brand also stand as threat to the rural products. humiliation with government. ´ . so they are likely to look at these initiatives with skepticism. Only consistent performance can convince the skeptics.the entrepreneurs associated with very conventional/traditional knowledge of business.
high operating costs.´ the low volumes of rural products. high attrition. and absence of local know how and relationships may also create problem in the process. .
While rural products has been perceived traditionally as catering to the local market. with better livelihoods and global access to markets. but also according to changes in tastes in the international market. or at best. to a wider national market through limited formal channels. This process should ensure the participation of rural people as consumers and producers in the globalization mechanism. needs to be viewed from a new angle and on far more scientific lines. . The real challenge of building a sustainable market linkage starts here. not only according to the changing tastes of the national market. these products need to adapt themselves. The core of a scientific approach is to understand the market opportunities for rural products along with the country's development priorities and to chalk out a strategy where rural industries have an important role to play. While rural products are forced to increasingly become part of global supply chains. The issue of rural product generation through industrialization. the reality of globalization since the 1990s introduced a new dimension to the market for such products.CONCLUSION ´ These issues gain added complexity under globalization. Therefore. where markets are characterized by extreme competition and volatility. therefore. a process is essential to explore the market linkages and capacity building for SHGs through a bottom up approach and continuous dialogue with stakeholders of rural enterprise.
Thank You .