Table of Content

Organization & Functions of Agricultural Marketing in

India:-

1. Introduction ………………………………………………… 1
2. Importance of agri-marketing………………………………...2
3. The rural agro products……………………………………….2
4. Objectives of agri-marketing…………………………………3
5. Marketing functions…………………………………………..3
6. Facilities Needed for Agricultural Marketing………………...3
7. Weakness of agricultural marketing…………………………..4
8. Conclusion…………………………………………………….5

Introduction to Merchant Banking Services

1. Introduction……………………………………………………6
2. Objectives of Merchant Banking………………………………7
3. Services provided by Merchant bankers……………………….7
4. Conclusion…………………………………………………….10

Reference…………………………………………12
Organization & Functions Of Agricultural Marketing In
India

1. Introduction

Marketing of agricultural production has received adequate attention of researchers,

policy makers, & central & state government. This has resulted in establishment of
regulated markets within an aim to see that agricultural produce get better price. The

advent of commercial & market oriented farming, with the help of modern agricultural
technology, necessitated the use of manufactured inputs like fertilizers, pesticides, high
yielding varieties of seeds to improve rural produce.

The ideal marketing system is one that maximizes the long run welfare of the society.
Agriculture marketing involves all the operations & processes, essentials to move the
food and raw materials from the farm to ultimate customers or Industrial users. The
marketing system that is designed to serve the purpose must be such that it gives proper
return or reward for the efforts of the tiller of the soil. Unfortunately, in India instead of
the producer, getting the benefits, the middlemen are enjoying the cream at the cost and
disability of Indian farmers. The system off marketing is sufficiently inefficient, inelastic
to the hard luck of farmers and consumers who are crushed.

Agricultural marketing involves in its simplest form the buying and selling of agricultural
produce. This definition of agricultural marketing may be accepted in olden days, when
the village economy was more or less self-sufficient, when the marketing of agricultural
produce presented no difficulty, as the farmer sold his produce directly to the consumer
on a cash or barter basis. But, in modem times, marketing of agricultural produce is
different from that of olden days. In modem marketing, agricultural produce has to
undergo a series of transfers or exchanges from one hand to another before it finally
reaches the consumer.

The National Commission on Agriculture, defined agricultural marketing as a process

which starts with a decision to produce a saleable farm commodity and it involves all
aspects of market structure of system, both functional and institutional, based on

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technical and economic considerations and includes pre and post- harvest operations,
assembling, grading, storage, transportation and distribution.

2. Importance of agri-marketing

Rural marketing has been increased about 74% of the total population; the demand for the
products & services has increased a lot in rural areas. Green revolution in north and white
revolution in west has brought about a new prosperity in the lives of rural people. The
multiprone activities has undertaken for overall development of villages. Government
emphasis on rural development has caused significant changes in the rural scenario.
Moreover, the special attention given for infrastructure development through the
successive five year plans has improved the buying and consumption pattern of rural
people.

3. The rural agro – products:

The rural agro-products are

• Fruits & Vegetables

• Grains
• FlowersRural sale products
• Milk & poultry products
• Handicrafts and Hand loom products
• Tribal village products like tamarind, Lac, soapnut etc.

The peculiar characteristics of agricultural produce are:

• Bulkiness
• Perishability
• Wide varietal differences
• Dispersed production
• Processing needs for consumption
• Seasonality

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4. Objectives of Agri-Marketing

• 1. Enable producers to get the best possible returns.

• 2. To provide facilities for lifting all produce.
• 3. To reduce the price difference between the producer and ultimate consumer.
• 4. To make available all products of farm origin to consumers at reasonable price.
• 5. To create awareness among the farmers about the benefits of marketing their
produce.

5. Marketing functions:

In modern marketing, the agricultural produce has to undergo a series of transfers or

exchanges from one hand to another before it finally reaches the consumer. This is
achieved through three important marketing functions namely

a. Assembling (Concentration) – Concentration pertains to the operations concerned

with the assembly and transport of produce from the field to a common assembling area
or the market.

b. Preparation for consumption( processing) – The produce may be sold, as obtained

from the field, or may be cleaned, graded, processed and packed either by the farmer or
village merchant before it is taken to the market. Some of the processing is necessary for
the conservation of quality.

c. Distribution (Dispersion)– It involves the operations of whole selling and retailing as

various points. By a series of indispensable adjustments and equalizing functions, it is the
task of distribution system to match the available supplies with the existing demand.

6. Facilities Needed for Agricultural Marketing

In order to have best advantage in marketing of his agricultural produce the farmer should
enjoy certain basic facilities.

1. He should have proper facilities for storing his goods.

2. He should have holding capacity, in the sense, that he should be able to wait for times

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when he could get better prices for his produce and not dispose of his stocks immediately
after the harvest when the prices are very low.

3. He should have adequate and cheap transport facilities which could enable him to take
his surplus produce to the mandi rather than dispose it of in the village itself to the village
money-lender-cum-merchant at low prices.

4. He should have clear information regarding the market conditions as well as about the
ruling prices, otherwise may be cheated. There should be organized and regulated
markets where the farmer will not be cheated by the – middlemen.

5. The number of intermediaries should be as small as possible, so that the middleman's

profits are reduced. This increases the returns to the farmers.

7. Weakness/ drawbacks of Agricultural marketing

1. Lack of organization:-

Absence of collective organization amongst the producers is the first defect.

Unfortunately, Indian farmers are widely scattered, uneducated, and freedom lover where
unity of thought, purpose and action cannot be made possible easily.

2. Forced village sales;-

The farmers generally sell his produce in villages at an unfavorable place and time, they
and gets the lowest time. Nearly,75% to 80% of the total output is sold in villages. It so
happens because:
(a) Indebtedness of farmers.
(b) Unsatisfactory conveyance.
(c) Lack of waiting capacity.

3. Excessive middlemen:-

Indian agricultural marketing is characterized by the existence of excessive middlemen or

intermediaries between the producers and consumers. They cut off larger share of the
cake as a result neither the producer nor the consumers are happy.it is estimated that 50%
to 60% of the total value of commodities goes to the middlemen like wholesalers, agent,
middlemen etc.

4. Multiple market charges:-

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Certain strange or peculiar practices are allowed in Indian unregulated markets even
today. To get better prices the farmer carries his produce to the distant markets where he
is again cheated by the merchants. On an average 20% goes to them, in the form of
multiple market charges, which differ from market to market.

5. Inadequate storage facilities:-

The storage facilities available with the farmers are deplorably low. In most of the
villages, the farmers store the produce in open space, in bags, earthen vessels or pits.
These indigenous methods of storing the agricultural produce are adopted in villages and
markets are not capable of protecting the produce from dampness weevils. The loss to the
farmer is estimated be 5 to 15% in weight and quality. The loss is due to insufficient &
improper storage facilities.

8.Conclusion

• Government support is necessary for the development of marketing of agricultural

produce. The government may adjust suitable budget allocations to rural
infrastructure plans, and proper supervision for effective plan implementation.

• The rural people and markets will definitely develop rural income and reduce
poverty, on the whole countries economy will boost at an expected level

• The medium and large formers have good chances to become Agri-prenuers if the
government and non-governmental organizations come forward to give adequate
training of these formers. Techniques of Agri-business like grading, processing,
storage, packing and marketing. The formers will get maximum benefit with
minimizing middlemen, and prices on the whole society will get benefited.

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Introduction to Merchant Banking Services

1. Introduction

The merchant banker are those financial intermediary involved with the activity of
transferring capital funds to those borrowers who are interested in borrowing.

A form of banking where the bank arranges credit financing, but does not hold loans in
its investment portfolio, to maturity. Merchant Banking is a fee based business, where the
bank assumes Market Risk but no long term Credit Risk. Fundamentally, merchant banks
originate commercial loans, and then sell them to investors rather than hold them as
portfolio investments.

Merchant banks play a significant role in the financial services sector. Formal merchant
banking activity in India originated with the setting up of the merchant banking division
by the Grindlays Bank in 1969 for undertaking management of public issue and financial
consultancy, followed by other foreign banks. Pursuant to the recommendation of the
banking commission (1972), State Bank of India started merchant banking service in
1973. The ICICI Ltd was the first development finance institution to initiate such service
in 1974.This led to diversification into the scope of these activities/service such as loan
syndication, portfolio management, corporate counseling, project counseling, debenture
trusteeship, mergers/amalgamation and takeovers/acquisitions and so on.

The activities of the merchant banking in India is very vast in nature of which includes
the following

a) The management of the customers securities

b) The management of the portfolio,

c) The management of projects and counseling as well as appraisal

d) The management of underwriting of shares and debentures

e) The circumvention of the syndication of loans

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f) Management of the interest and dividend etc

2. Objectives of Merchant Banking

• To study the significance of merchant banking towards the development of securities

industry.

• To analyze issue management regulations.

• To analyze the functions of merchant banking in relations to rules and regulation of

SEBI.

• To evaluate the performance of merchant bankers, both operational and functional

performance.

• To draw a conclusion and suggestions based on the analysis and experiences.

3. Services provided by Merchant bankers

The various services provided by merchant bankers are as follows:-

1. Issue Management:-

Issue Management is refers to the discipline & process of managing business issues and
usually implies using technology to electronically automate the process.Issue
Management is the manner within which issues are identified and resolved within
projects. Using this Issue Management Process, you can identify and resolve issues
quickly, before they have an impact on your project. Whether you experience staffing,
supplier, equipment or other project issues, this process will guide you through the steps
towards their speedy resolution.

It includes the documents needed to formally identify, communicate, monitor and resolve
project issues. The project issue management process will help you to put in place the
steps needed to quantify and report all issues within the project. The Issue Form and Issue
Register will enable you to track and control the resolution of issues during the Project

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Lifecycle.

The process of Issue Management Process will help to:

• Identify and record all project issues clearly

• Use Issue Forms to document project issues properly

• Determine the impact of each issue on the project

• Prioritize each issue and report its status

• Review all issues and decide on a course of action

• Take the steps needed to resolve issues quickly

It is the process used to align organizational activities & stakeholders expectations.

2. Corporate Restructuring

It is the act of partially dismantling or otherwise reorganizing a company for the purpose
of making it more efficient and therefore more profitable. Restructuring is often done as
part of a bankruptcy or of a takeover by another firm, particularly a leveraged buyout by
a private equity firm. It may also be done by a new CEO hired specifically to make the
difficult and controversial decisions required to save or reposition the company

Characteristics

The characteristics of corporate restructuring are as follows:-

• Retention of corporate management sometimes "stay bonus" payments or equity

grants
• Sale of underutilized assets, such as patents or brands
• Outsourcing of operations such as payroll and technical support to a more
efficient third party
• Moving of operations such as manufacturing to lower-cost locations
• Reorganization of functions such as sales, marketing, and distribution
• Renegotiation of labor contracts to reduce overhead
• Refinancing of corporate debt to reduce interest payments

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 • A major public relations campaign to reposition the company with consumers
• Forfeiture of all or part of the ownership share by pre restructuring stock holders

It generally involves selling off portions of the company and making severe staff
reductions.

3. Mergers, acquisition, & takeovers:-

The mergers and acquisitions refers to the aspect of corporate strategy, corporate finance
and management dealing with the buying, selling and combining of different companies
that can aid, finance, or help a growing company in a given industry grow rapidly without
having to create another business entity. A merger is a tool used by companies for the
purpose of expanding their operations often aiming at an increase of their long term
profitability. There are 15 different types of actions that a company can take when
deciding to move forward using M&A. Usually mergers occur in a consensual (occurring
by mutual consent) setting where executives from the target company help those from the
purchaser in a due diligence process to ensure that the deal is beneficial to both parties

Acquisitions can also happen through a hostile takeover by purchasing the majority of
outstanding shares of a company in the open market against the wishes of the target's
board. One form of protection against a hostile takeover is the shareholder rights plan,
otherwise known as the "poison pill"

An acquisition, also known as a takeover, is the buying of one company (the ‘target’) by
another. An acquisition may be friendly or hostile. In the former case, the companies
cooperate in negotiations; in the latter case, the takeover target is unwilling to be bought
or the target's board has no prior knowledge of the offer. Acquisition usually refers to a
purchase of a smaller firm by a larger one. Sometimes, however, a smaller firm will
acquire management control of a larger or longer established company and keep its name
for the combined entity. This is known as a reverse takeover.

4. Project Financing:-

It is the financing of long term infrastructure & industrial projects based upon a complex
financial structure where projects debt and equity. Equity are used to finance the projects
& debt is repaid using the cash flow generated by operation of the project rather than the
general assets or credit worthiness of the project sponsors.

Generally, a special purpose entity is created for each project, thereby shielding other
assets owned by a project sponsor from the detrimental effects of a project failure. As a

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special purpose entity, the project company has no assets other than the project. Capital
contribution commitments by the owners of the project company are sometimes
necessary to ensure that the project is financially sound.

Project finance is often more complicated, and more expensive, than alternative financing
methods. It is most commonly used in the mining, transportation, telecommunication and
public utility industries.

Risk identification and allocation is a key component of project finance. A project may
be subject to a number of technical, environmental, economic and political risks,
particularly in developing countries and emerging markets. Financial institutions and
project sponsors may conclude that the risks inherent in project development and

operation are unacceptable. To cope with these risks, project sponsors in these industries
(such as power plants or railway lines) are generally completed by a number of specialist
companies operating in a contractual network with each other that allocates risk in a way
that allows financing to take place.

4. Conclusion:-

A new competition has started among merchant banking outfits in approving higher and
higher premium to attract the business. In many cases their pricing emphasis is one
quantitative actor like promoters, experience marketing network, brand name and export
potential performance.

Merchant banking is not a science it is an abstract art, and merchant bankers are laconic
people who rarely say more than Ten percent (10%) of what they think. When the banker
is an hereditary merchant banker, they say even less, and the credit of these banks falls
from Father to Son, with inherited wealth bringing inherited refinement.

Globalization of Indian Economy has made the whole economy open, which has more
multinational player in the era of the financial services? This has resulted in to the
emergence of the global investment in financial sector. Government has now open up the
doors of investments especially in the area of banks and insurance, which leads to
competitive environment for the present players. Now they have to bring something new
which is efficient and best services to live in the competitive environment.

Competition arising out of Private Company Participation is due to the liberalization of

the economy. Now along with the public/government players, private players are also
offering financial services and instruments, which are more innovative and different than
the earlier offering. All around, there is a fresh thinking on the financial products,

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structure of banking and insurance instruments with value creation. Financial markets are
being redefined, reinvented and reconfigured on a persistent basis.

Changing Customer Needs customers have larger segment in corporate decision-making

they are the final judges of the every single activity offered by the marketer. Banks in
India have traditionally offered mass banking products. Financial market has turned into
a buyer's market. Market focus is shifting from mass banking products to class banking
with introduction of value added products. Today, financial institutions are co-designing
the products/services with their customers and striving to provide them with global
solutions

Technology Improvements Technology is also helping market players redefine the way
they have been operating in the market. In today's time it becomes vary easy for a
customer to transfer a fund from one location to another location with CLICK of Mouse.
Availability of the concepts like phone banking, anytime banking etc. has become
possible because of the technological developments only.

Government Reforms Government is major decision player in the financial market. It

decides the proportion of the investment limits as well as the regulation and control. In
last ten years government is designing its policy with more liberal and competitive
content. Which it are welcome trends for the emerging financial services.

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Reference:

Organization & Functions of Agricultural Marketing In India

1. Marketing management, author C.N.Sontakki

2. www.agricultural-marketing.com
3. www.indiaagro.net

Introduction to Merchant Banking Services

1.Financial Services, author M.Y.Khan edition 3rd

2. www.wikipedia/merchant banking

3. project financing/wikipedia free encyclopedia

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