Marketled Extension Marketled Extension Market led Extension as

Market-led Extension

Market-led Extension § Market led Extension as a market ward orientation of agriculture through extension , includes agriculture and economics, and is the perfect blend for reaching at the door steps of farming community with the help of appropriate technology. § Identification of customer needs and wants before offering a service.

Elements of Market-led Extension Need based Demand driven Emphasis on efficiency Client oriented Aims at high return to farmers

Roles of Agricultural Extension personnel in Market-led Extension SWOT analysis of the market Organization of Farmers’ Interest Groups (FIGs) Enhancing farmers Establishing marketing and agro-processing linkages Advice on product planning Educating the farming community Direct marketing Acquiring complete market intelligence Publication of agricultural market information Production of video films of success stories the interactive and communication skills of the

Required information to extension systems & farmers Present agricultural scenario & land use pattern Crops in demand in near future Market prices of crops Availability of inputs Desired qualities of the products by consumers Regular updating of market intelligence Improved production technologies Postharvest management

Marketing Extension Techniques Market Oriented Production • Production is based on demand for particular Quality, Variety, season and packaging Working with farmers groups. • Group of farmers can be very successful in marketing, if managed efficiently Using market information • This includes official, unofficial and informal sources of information which can help farmers Improved communication in marketing channel • Well and effective communication link of marketing chain- facilitates efficient marketing

Need for Reform in Agricultural Marketing • Empower producers with knowledge, information & capability to undertake market-driven production. • Provide Multiple Choice and competitive Marketing Channels to farmers. • Attract Large Scale investments needed for Infrastructure facilities.

Paradigm shift from Production-Led Extension to Market Led Extension