The document discusses the need to shift agricultural extension from a production-led to a market-led approach. It notes that farmers currently lack market information and access, which causes them to lose money. A market-led extension would empower farmers by providing production and market-oriented knowledge. This would guide farmers on what and how much to produce based on market needs and demands. The extension system would become demand-driven and focus on making farmers agri-entrepreneurs to optimize returns. Information and communication technologies could help deliver real-time market intelligence to farmers.

1. Need of Market Led Extension for Linking Farmers to Markets Dr. L.R. Tambade Programme Coordinator KVK, Solapur

8. Paradigm shift from Production-Led Extension to Market-Led Extension Whole process as an enterprise End to End Production / yields “Seed to Seed” Focus Farmer as an “Agri Entrepreneur” Progressive farmer. Farmers seen as Adoption of GAP to secure High returns. Adoption of package of practices by most of the farmers. Expected end results Enabling farmers to get optimum returns out of the enterprise. Transfer of production technologies Purpose / Objective Market-Led Extension Production-Led Extension Aspects

9. Enriched with market intelligence besides the TOT function Establishment of marketing and agro-processing linkages between farmer groups, markets, and processors. Limited to delivery mode and feedback to research system. Extensionists’ role Research-Extension-Farmer-Market Research-Extension-Farmer Linkages / liaison Joint analysis of the issues Varied choices for adoption Consultancy Messages Training Motivating Recommendations Extensionists’ interactions Diverse baskets of package of practices suitable to local situations / farming systems. Fixed package recommended for an agro-climatic zone covering very huge area irrespective of different farming situations. Technology Market-Led Extension Production-Led Extension Aspects