Description
'This book \"Agri-Business and Entrepreneurial Opportunities in Agricultural Marketing,\" provides a concise yet rigorous exposition of agricultural marketing with a strong focus on agri-business and entrepreneurship in the Indian context. It integrates economic principles, market mechanisms, and policy perspectives with practical insights from the agricultural value chain. Emphasis is placed on addressing marketing challenges, price behavior, credit systems, and institutional support structures. The text highlights emerging opportunities in agri-business development, digital marketing platforms, and value chain innovations. Special attention is given to sustainability, organic marketing, and market-led agricultural growth. Designed for postgraduate and Ph.D. students, it bridges theory and application effectively. The book also serves as a guide for agripreneurs and policymakers. Overall, it offers a forward-looking framework for strengthening agricultural marketing systems.' Read more
Table of Contents
Preface......................................................................................................................v
1. Current Marketing Challenges and Enhancement Programs to
Strengthen Indian Agricultural Marketing.......................................................1
1. Introduction to Agricultural Marketing in India 1
2. Agricultural Marketing Structure in India 5
3. Challenges in Agricultural Marketing 9
4. Technological Challenges and Innovations in Agricultural Marketing 13
5. Government Policies and Initiatives for Agricultural Marketing 17
6. Recent Advancements and Trends in Agricultural Marketing 21
7. Improvement Programs for Strengthening Agricultural Marketing 26
8. Financial Support and Risk Management in Agricultural Marketing 30
9. Sustainability and Future Directions in Agricultural Marketing 34
10. Conclusion 38
References 41
2. Principles and Practices of Agricultural Marketing and Price
Mechanisms...........................................................................................................45
1. Introduction to Agricultural Marketing 45
2. Theories and Principles of Agricultural Marketing 49
3. Agricultural Market Structures and Pricing Mechanisms 54
4. Agricultural Prices and Their Role in Economic Development 63
5. Government Policies and Institutional Framework in Agricultural Marketing 69
6. Modern Agricultural Marketing Practices 74
7. Case Studies and Empirical Analysis in Agricultural Marketing 78
8. Policy Recommendations and Future Directions in Agricultural Marketing 82
9. Conclusion 86
References 90
3. Agricultural Marketing: An Analysis of Indian Farmers' Practices and
Challenges..............................................................................................................95
1. Introduction to Agricultural Marketing and Indian Farmers 95
2. Structure and Functions of Agricultural Markets in India 97
3. The Role of Government Policies in Agricultural Marketing 101
4. Pricing Mechanisms and Challenges for Indian Farmers 106
5. Challenges Faced by Indian Farmers in Agricultural Marketing 110
6. Innovative Models and Institutional Support for Farmers 114
7. Case Studies and Empirical Analysis of Agricultural Marketing in India 118
8. Policy Recommendations and Future Directions for Agricultural
Marketing in India 121
9. Conclusion 125
References 129
4. Agricultural Marketing and Rural Credit Systems for Strengthening
Indian Agriculture..............................................................................................133
1. Introduction to Agricultural Marketing and Rural Credit 133
2. Agricultural Marketing in India 136
3. Rural Credit and Financial Inclusion in Agriculture 142
4. Linkages between Agricultural Marketing and Rural Credit 147
5. Policy Analysis and Reforms 150
6. Future Directions and Challenges in Agricultural Marketing and Rural Credit 154
7. Conclusion 157
References 161
5. Agricultural Marketing: A National Dialogue on the Impact of New
Development Policies........................................................................................165
1. Introduction to Agricultural Marketing in India 165
2. Government Policies and Reforms in Agricultural Marketing 168
3. The Role of Technology and Innovation in Agricultural Marketing 172
4. The Changing Dynamics of Agricultural Marketing Channels 176
5. Policy Dialogue: New Development Policies and Their Impact on
Agricultural Marketing 179
6. Future Directions for Agricultural Marketing in India 183
7. Conclusion 188
References 191
6. Agricultural Prices and Marketing in India: Trends and Challenges
in the 21st Century...............................................................................................195
1. Introduction to Agricultural Prices and Marketing in India 195
2. Agricultural Price Formation and Market Structures 199
3. Government Policies and Agricultural Marketing 203
4. Technological Innovations and the Future of Agricultural Marketing 208
5. Globalization and Its Impact on Agricultural Prices and
Marketing in India 212
6. Future Directions in Agricultural Prices and Marketing in India 215
7. Conclusion - Agricultural Prices and Marketing in India 220
References 223
7. Agro-Product Marketing: Strategies and Trends in Agricultural
Economics............................................................................................................227
1. Introduction to Agricultural Marketing 227
2. Agricultural Marketing Channels and Structures 231
3. Pricing Mechanisms in Agricultural Marketing 237
4. Government Policies and Agricultural Marketing 242
5. Technological Innovations in Agricultural Marketing 247
6. Challenges and Future Directions in Agricultural Marketing 253
7. Conclusion 257
References 261
8. Agricultural Production, Marketing and Pricing Policy of Cereals,
Pulses, and Oilseeds..........................................................................................265
1. Introduction to Agricultural Production Systems of Cereals, Pulses, and
Oilseeds 265
2. Determinants of Agricultural Production for Cereals, Pulses, and
Oilseeds 269
3. Agricultural Marketing of Cereals, Pulses, and Oilseeds 273
4. Price Policy and Government Interventions for Cereals, Pulses, and
Oilseeds 277
5. Challenges and Opportunities in the Production and Marketing of
Cereals, Pulses, and Oilseeds 281
6. Case Studies and International Perspectives 285
7. Conclusion 288
References 292
9. Banking Credit for Farm Inputs Marketing Business.................................297
1. Introduction to Agricultural Credit for Farm Inputs 297
2. Types of Banking Credit for Farm Inputs 301
3. Credit Delivery Systems and Institutional Mechanisms 305
4. Challenges in Accessing Credit for Farm Input Marketing 310
5. Policy Framework and Government Interventions in Agricultural Credit 314
6. The Future of Banking Credit for Farm Input Marketing Business 318
References 322
10. Marketing Strategy: Analysis, Planning and Control.................................325
1. Introduction to Marketing Management in Agriculture 325
2. Marketing Analysis for Agricultural Products 329
3. Strategic Marketing Planning in Agriculture 334
4. Control Mechanisms in Agricultural Marketing 339
5. Challenges in Agricultural Marketing Management 344
6. Technological and Policy Interventions in Agricultural Marketing 348
7. Conclusion 353
References 356
11. Marketing Management in India's Agricultural Economy........................359
1. Introduction to Marketing Management in the Context of the Indian
Economy 359
2. Key Concepts of Marketing Management Applied to Indian Agriculture 363
3. Strategic Planning in Agricultural Marketing Management 367
4. Marketing Control and Performance Evaluation in Agricultural
Marketing 372
5. Challenges and Opportunities in Agricultural Marketing in India 376
6. Conclusion and Future Directions 381
References 385
12. Micro-Level Strategies in Agricultural Marketing......................................389
1. Introduction to Micro-Level Planning in Agricultural Marketing 389
2. Interrelationship with Agricultural Economics 391
3. Agricultural Marketing at the Micro Level 393
4. Farm to Market Linkages 395
5. Farm Household Decisions 397
6. Role of Intermediaries 398
7. Micro-Level Marketing Strategies and Techniques 399
8. Pricing Strategies 401
9. Promotion and Communication Strategies 402
10. Rural Infrastructure and Its Impact on Agricultural Marketing 403
11. Storage and Warehousing 405
12. Credit and Financing for Marketing Activities 407
13. Institutional Framework for Micro-Level Agricultural Marketing 408
14. Cooperatives and Farmer Organizations 410
15. Regulatory and Legal Issues 412
16. Micro-Level Market Risk Management 413
17. Climate and Environmental Risks 415
18. Social and Political Risks 416
19. Case Studies in Micro-Level Agricultural Marketing 417
20. Indian Case Studies 419
21. Challenges and Future Directions in Micro-Level Agricultural Marketing 421
22. Future Directions and Innovations in Micro-Level Agricultural Marketing 424
23. Key Concepts in Micro-Level Agricultural Marketing Planning 426
24. Emphasis on the Need for Integrated, Sustainable, and Farmer-Friendly
Marketing Strategies 427
25. Future Research Directions in Agricultural Marketing at the Micro-Level 428
References 429
13. Agri-Business and Entrepreneurship.............................................................435
1. Introduction to Agri-Business and Entrepreneurship 435
2. Theoretical Foundations of Agri-Business and Entrepreneurship 438
3. Agri-Business and Entrepreneurship Opportunities in Indian Agriculture 441
4. Building and Managing an Agri-Business 446
5. Financing Agri-Businesses and Entrepreneurship 450
6. Case Studies and Best Practices in Agri-Business Entrepreneurship 453
7. Conclusion and Future Prospects of Agri-Business and Entrepreneurship 457
References 461
14. Entrepreneurship in Urban and Rural Markets...........................................465
1. Entrepreneurship in Agricultural Markets 465
2. Agricultural Entrepreneurship in Rural Markets 469
3. Agricultural Entrepreneurship in Urban Markets 474
4. Comparative Analysis of Rural and Urban Entrepreneurial Markets 480
5. Policy Support and Strategic Framework for Agri- Entrepreneurship 485
6. Conclusion and Future Research Directions 488
References 492
15. Agricultural Marketing and Policy Dynamics: Strategies for
Sustainable Growth and Rural Transformation..........................................497
1. Introduction to Agricultural Marketing and Policy Dynamics 497
2. Theoretical Foundations of Agricultural Marketing 500
3. Agricultural Policy Dynamics and Rural Development 505
4. Sustainable Agricultural Marketing Strategies 510
5. Rural Transformation and the Role of Agricultural Marketing and Policy 515
6. Policy Analysis in Agricultural Marketing and Rural Development 520
7. Empirical Evidence and Real-World Examples in Agricultural Marketing 524
8. Conclusion and Policy Recommendations for Sustainable Agricultural
Growth and Rural Transformation 528
References 532
16. Leveraging Digital Platforms for Agricultural Marketing:
Empowering Farmers for a Developed India................................................537
1. The Role of Digital Platforms in Agricultural Marketing 537
2. Digital Platforms in Agricultural Marketing: Types and Functions 540
3. How Digital Platforms Empower Farmers in Agricultural Marketing 544
4. Policy and Institutional Support for Digital Agricultural Platforms 548
5. Barriers to Digital Adoption in Agricultural Marketing 551
6. Future Trends and Innovations in Digital Agricultural Marketing 555
7. Strategic Recommendations and Conclusion 559
References 562
17. Enhancing Organic Food Marketing through Value Chain Management:
Key Enablers, Alternative Approaches, and Strategic Solutions..............567
1. Understanding the Role of Organic Food in Modern Agriculture 567
2. Organic Food Value Chain: Components and Key Enablers 571
3. Alternative Approaches in Organic Food Marketing 575
4. Strategic Solutions for Overcoming Challenges in Organic Food Marketing 580
5. Sustainable Practices and Environmental Considerations in Organic
Food Marketing 585
6. Policy and Regulatory Framework: Strengthening Organic Food Marketing 589
7. Conclusion: Future Directions for Enhancing Organic Food Marketing 593
References 597
18. Innovative Approaches to Transforming Agricultural
Marketing in India.............................................................................................601
1. The Need for Innovation in Indian Agricultural Marketing 601
2. The Role of Technology in Revolutionizing Agricultural Marketing 604
3. Policy and Institutional Innovations in Agricultural Marketing 608
4. Value Chain Innovations: Connecting Farmers to Consumers 612
5. Sustainable and Inclusive Agricultural Marketing Models 616
6. Future Directions and Strategic Recommendations for
Agricultural Marketing in India 620
7. Conclusion 623
References 627
Index.....................................................................................................................633 Read more
About the Author/Editor
Prof. (Dr.) Swati Sharma, Professor (Agribusiness Management), ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari (Gujarat), is a distinguished academician with a Ph.D. in Management, an MBA in Agri-Business Management, and a B.Sc. in Agriculture, along with a PG Diploma in Agri-Warehousing Management from MANAGE, Hyderabad. She has published over 87 research papers, 83 book chapters, and several authored and edited books, contributing extensively to agribusiness research and education. A mentor to numerous Post Graduate and Ph.D. scholars, Dr. Sharma has also guided several agripreneurs under the AC&ABC Scheme. She has delivered more than 100 expert lectures across premier national institutions and played a key role in academic and capacity-building programs. Recipient of multiple awards for excellence in teaching, research, and academic leadership, she continues to inspire innovation and professionalism in agribusiness management education.
Prof. (Dr.) Rajeev Jain is a distinguished academician and visionary leader with over four decades of exemplary service in management education, research, and institutional governance. A Ph.D. in Business Administration and Gold Medalist in MBA (Marketing) from M.L. Sukhadia University, Udaipur, he has served as Vice-Chancellor of the University of Rajasthan and Rajasthan ILD Skills University, and as Dean & Chairman at JECRC University and the University of Kota. With specialization in Marketing Management and Skill Development, he has authored over a dozen books and more than 30 research papers, guided 24 Ph.D. scholars, and led several UGC- and AICTE-funded research projects. Internationally experienced as Professor at Jimma University, Ethiopia (UNDP), he has been instrumental in academic reforms, NAAC accreditation, and NEP-2020 implementation. A recipient of multiple academic honors and fellowships, Prof. Jain continues to contribute significantly to higher education, research, and institutional excellence in India and abroad. Read more
