INNOVATIVE MARKETING TECHNIQUES

The marketing channel for agricultural produce which is

highly perishable like vegetables,flowers and fruits should be short as
possible. They should move quickly from farmers to consumers.
Farmers can save losses and increase their share in the price paid by
the consumers, if they sell their produce directly to the consumers.
Thus, direct marketing by the farmers is being encouraged as an
alternative channel. Some examples of these channels are as under:

1) Apni mandi/kisan mandi:

There is a direct contact between the farmer-producer and the buyer

who is generally the consumer. The farmers sell their products
directly to the consumers without involvement of middlemen.

The market committee of the area where apni mandi is located

provides space, watersheds, counters, balances and other facilities to
the farmers in apni mandis.

2) Hadapsar vegetable market:

It is a model market for direct marketing of vegetables in pune city. it

belongs to the municipal corporation and the fee for using the space in
the market is collected by the municipal corporation from the farmers.
there are no middlemen or commission agents. Buyers purchase
vegetables in lots of 100 kg or 100 numbers.

The purchaser is allowed to leave the market place along with the
produce after showing the sale bill at the market gate. the market
committee collects one percent sale proceeds as market fees for the
services and facilities provided by the committee to the farmers nad
buyers.

3) Rythu bazaars:

They are established in major cities of Andhra Pradesh state. The

prime objective is to provide direct link between the consumers and
farmers.

Both producers and consumers are benefitted as producers share in

the consumer’s rupee is more by 15 to 40% and consumers get fresh
vegetables, fruits and food items at 20 to 35% less prices than the
prevailing prices in the nearby markets.

The maintenance expenditure is being met from financial sources of

APMC nearer to rythu bazaars.

There is no government in price fixation.

4) Uzhavar sandies (farmers market)

They were established in selected municipal panchayat areas of Tamil

Nadu state.

Farmers enjoy better marketing infrastructure free of cost, in these

markets and also receive considerably high prices, for the products
than they used to receive from middlemen at village or primary
markets of towns.

Farmers get good quality seeds and other inputs in the market yard
itself. The consumers benefit by getting fresh vegetables at relatively
low prices.
5) Shetkari bazaar (farmers market)

They were established in Maharashtra state for the marketing of

fruits and vegetables.

It eliminates the intermediaries and links producers to the direct

consumers.thus, these markets increases the farm income and bring
stability in the prices of horticulture and plantation crops.

6) Krushak bazaar:

They were established by Orissa government in the state of Orissa in

the year 2000-01.

It empowers the farmer-producer to compete effectively in the open

market to generate prices.

They government provide them the following incentives-

A) Provides 1 to 2 acres of land at suitable places, free of cost, for

establishing the bazaar.

b) Public utility facilities like drinking water, toilet, electricity,

canteen and rest houses are provided to farmers by Krushak bazaar.

c) Identified farmer are provided inputs like seed and fertilizers at

reasonable prices in the Krushak bazaars.

d) Storage facilities are also provided in the market area to the

farmers.
7) Mother dairy booths:

Mother dairy management has opened retailed outlets in almost all

important colonies of delhi for providing vegetables to the consumers
at reasonable prices.