Introduction Agricultural marketing comprises all the operations, and the agencies conducting them, involved in the movement of farm-produced foods, raw materials and their derivat ives, such as textiles, from the farms to the final consumers, and the effects of such oper ations on farmers, middlemen and consumers. -Thomsen, 1951. Marketing of agricultural commodities is as old as civilization itself. The importance of output marketing has become more conspicuous in the recent past with the increased marketable surplus of the crops following the technological breakthrough. Cassava (Manihot esculenta crantz) is a staple food crop cultivated in several developing countries. Cassava is consumed either directly as cooked tubers or as the products prepared from cassava. Globally Cassava is grown in an area of 18.51 million ha producing 202.65 millio n tonnes with a productivity of 10.95 t/ha. (FAO, 2005). It is grown in 102 countr ies in the world. African continent occupies first position covering 66.21 per cent of cassava area producing 53.37 per cent of world cassava as it is a staple in many of the African countries. Even though area is more in Africa, its production is low due to low productivity (8.824 t/ha) which is lower than the world average productiv ity. Though rice and wheat form a major part of the staple for Asians, it is hearteni ng to note that Asian continent is the second largest in terms of area and producti on of cassava with a productivity of 16.762 t/ha. South America has 13.44 per cent of the world cassava (Third rank) area producing 16.79 per cent of the world cassava. Nigeria is having the largest area under cassava (22.25%) among all the cassava growing countries in the world with an annual output of 38.18 million tonnes. Co ngo Democratic Republic occupies second position in cassava area producing 10.00 per cent of the world production. Brazil occupies the third position in terms of are a and second rank in terms of production in the world. All the major cassava growing countries in the Asian continent have the productivity more than the world average productivity. Indonesia, Thailand and 8 Cassava Marketing System in India India are the major countries growing cassava in Asia. India acquires significan ce in the global cassava scenario due to its highest productivity in the world (27. 92 t/ ha.) It is cultivated in an area of 0.24 million ha producing 6.7 million tonnes . Countries covering more than 85 % of the cassava area and more than 88 % of the world production are presented in Table 1.1. According to FAO classification, Root and tuber crops form staple diet for three per cent of the global population. Cassava is mostly used for human consumption in the African continent and in the South America. Industrial utilization of cas

sava is prominent in Thailand, Indonesia, Vietnam, India in the form of starch, sago, dried chips, flour etc. It is a crop of food security in Kerala. By virtue of its diversified uses, it has become an important commercial crop in the agricultural economy of states like Tamil Nadu and Andhra Pradesh. A diverse use of cassava is the major reason for the sustainability of the crop in the country in the context of increased income