Explains the role of information and knowledge in agricultural marketing, shares the initiatives by Government, private, NGOs and farmers organisations, indicates ICT advances which transform agricultural research-extension-marketing scenarios.
Agricultural Marketing Information System in India
1. Agricultural Marketing
Information System in India
Dr. Srinivasacharyulu Attaluri
National Institute of Agricultural Extension Management (MANAGE)
Hyderabad, India
For academic purpose only.
2. Outline
•Information Asymmetry
•Agricultural Information Flows
•Advances in ICTs and Open Access to Information
•Agricultural Marketing Information System in India
•Govt. Initiatives ,On-Line Commodity Exchanges, ICT-enabled
Services by Private Companies
•Price Discovery and Dissemination Systems
•Gramin Suvidha Kendra, DEMIC of TNAU
•Leveraging ICTs for Marketing Reforms – A Case of Karnataka
•eNAM – National Agriculture Market
•Linking Farmers to Markets, Consumers and Investors through
New ICTs and New Media
•Challenges.
3. Markets with Information Asymmetry
Noble Lauriat George Akerlof
•Information is Power
•IA is a situation in
which one party in a
transaction has more
or superior information
compared to another.
4. Agriculture & Food Markets in the Information Age
•Information in agriculture
and food markets is often
imperfect, incomplete,
inaccessible, asymmetrically
distributed, non-standardized
or costly to collect
•Rational decision-making,
utility maximization,
systematic interpretation of
information and optimal
choice are hampered.
5. • Supermarket/Large
Corporate Driven Food
Chains
• Cooperatives/Producer
Organizations/Other
Aggregations
• Laissez-Faire / Open,
Unorganized Markets /
Business as Usual
Each of these systems will define
Agriculture Related Information
Systems
Food Chains / Marketing Systems
10. Advances in ICTs
•Wi-Fi….. Li-Fi
•Adaptable tools and
applications
•Advances in data storage
and exchange
•Open access movement
•Social media.
•Partnerships
11. Farming in the Cloud
New ICTs which will Change Agriculture
21. AGMARKNET
• A Central Sector Scheme of DMI
• For linking all important APMCS (Agricultural Produce Market
Committees), State Agricultural marketing Boards / Directorates
and DMI regional offices located throughout the country, for
effective information exchange on market prices
• A Step towards globalization of Indian Agriculture, Rural
Empowerment and Prosperity
• Included as a Mission Mode Project under National eGovernance
Plan-Agriculture (NeGP-A)
• Implemented by National Informatics Center- NIC
• Total Markets: 3241.
22. Salient Features of AGMARKNET
This project has the potential of expansion to about 7000
Wholesale Markets located through out the country and further to
30,000 Rural Markets in India.
26. e-Auction
•By the Tea-Board of India
•Used in six Auction Centres
(Kolkata, Siliguri, Guwahati,
Cochin, Coimbatore and
Coonoor).
•Manufacturers,
Warehouses, Auctioneers
and Buyers have been
provided with access to
various functionalities of the
system.
•e-Auction system integrates
the process starting from
creation of invoices till the
delivery of tea from the
warehouses.
32. Reuters Market Light
• Provides highly
personalized
agricultural information
over mobile phones to
the farming community
• 1 million unique
subscribers so far in an
estimated 50,000
villages across 13 states
chose from more than
300 crops and about
1300 markets available
• Postal Network
• By Thomson Reuters.
www.reutersmarketlight.com/
» In 8 Languages
» On all telecom operators and handsets
» As per farmer's individual preferences
» Providing local content
» Through simple user interface
» Over the counter at low subscription cost
Rs.60- per month.
» All (content) as per the stage of the crop
cycle
33. • IFFCO Kisan Sanchar Ltd. empower
farmers and people living in rural
India with pertinent and high quality
information and services, through
affordable communication network
• IFFCO is a cooperative institution
having more then 40,000
cooperative societies as its members
and a base of 60 millions farmers
• Indian Farmers Fertilizer Cooperative
Limited (IFFCO), together with
telecom giant Bharti Airtel and Star
Global Resources Ltd.
IFFCO Kisan Sanchar Ltd
•5 free messages every day
•Voice messages
•Help line
•Call back facility
•Focused Communities
•Crop advice, weather, advice
on animal husbandry, rural
health initiatives, and the
availability of products such as
fertilizerhttp://www.iksl.in/
48. eNAM
A pan-India electronic trading portal which networks the existing APMC mandis to
create a unified national market for agricultural commodities.
50. eNAM
• A national e-market platform for
transparent sale transactions and price
discovery.
• Liberal licensing of traders / buyers and
commission agents by State authorities .
• One license for a trader valid across all
markets in the State.
• Harmonisation of quality standards of
agricultural produce.
• Single point levy of market fees
• Provision of Soil Testing Laboratories in/ or
near the selected mandi to facilitate
visiting farmers to access this facility in the
mandi itself.
51. Linking Farmers to Markets,
Consumers and Investors through
New ICTs and New Media
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72. Challenges
• Information is available with time lag
• Information is not linked to local grades and
standards
• Price range is available, little use to farmers
• Needs interpretation of price data / information
to make better decisions
• Gap in effective use of information by farmers or
by extension functionaries.
73. s.attaluri@manage.gov.in
Thanks
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The views and opinions expressed in this presentation do not necessarily reflect that of MANAGE, Hyderabad. Encouraged
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