Market led extension by narendra

MARKET- LED-EXTENSION

Narendra Verma M.F.Sc 2nd Year Dept. of Fisheries

Extension

INTRODUCTIONDuring last 60 years emphasis was given on

Production-led-Extension.

India become self reliant in Food production.

But farmers at the individual level are not realizing remunerative prices for their produce.

They prone to sell their produce “AS IS WHERE” basis.

Globalization of the market demanded for paradigm shift i.e. from P-L-E to Market-led-production.

There are different changes took place at global level which stress the need for opting Market-Led- Extension in a large scale

Globalization/Economic LiberalizationChanged consumer preferenceRevolution of ICTNew trade opportunity within and outside of the countryExport opportunity

To meet these challenges……..Farmers need to transfer themselves from mere

producer-seller in domestic market to producer cum seller in a wider market.

To achieve this, the question confronting the farmers are

What to produce ?When to produce ?How much to produce ?When and where to sell ?At what prize to sell ?In what form to sell ?

Price Spread for IMC at Howrah Market (Rs/Kg)-

Price Spread for IMC at Udaipur Market, Tripura (Rs/kg)

(Source: Exploring Market Opportunities for Fisheries Sector in India, 2008)

Price received by Fisherman 40.45rs. (53.48%)

Retailers price/Price paid by Consumer

75.64Rs. (100.00%)

Grass margin of middleman (Marketing cost + Marketing margin)

46.52%

Price received by Fisherman 111.64Rs. (66.98%)

Retailers price/Price paid by Consumer

166.67 Rs (100.00%)

Grass margin of middleman (Marketing cost + Marketing margin)

33.02%

OBJECTIVES OF M-L-E

Conversion of Fisheries sector into profit oriented business.

Strengthening R-E-F linkage between various departments at various levels.

Strengthening market to farmers- ICT application in Fishery market.

Wider use of electronic media for Fisheries Extension.

Need for ExtensionConversion of P-L-E into M-L-E.

Orientation of Extension system with knowledge and Skill related to market.

Minimization of production cost and high returns for the produces.

Introduction of export oriented products.

Paradigm Shift from P-L-E to M-L-EAspects P-L-E M-L-E

Purpose/Objective Transfer of production technology

Enabling farmers to get optimum return of the enterprise .

Expected end result Adoption of POP High return to investment.

Farmers seen as Producer “Entrepreneur” or “Agripreneur”.

Focus “Seed to Seed” High return “Rupee to Rupee”.

Technology Fixed package recommended for an agro climatic zone covering very huge area irrespective of different farming situation

Diverse basket of package of practices suitable to local situation/farming system.

Extensions interaction Message Training/Motivating Recommendations.

Joint analysis of the issues Varied choices for adoption Consultancy.

Linkage R-E-F R-E-F extended by market linkages.

Extensions role Limited to delivery mode and feedback to research system.

Establishment of marketing and agro processing linkage b/w farmers group, market and processors.

Maintenance of Record Not much important Very important

IT support Emphasis on production technologies.

Includes price trend, demand position, current prices, market practices, communication network.

Functions of M-L-E for converting Fisheries sector into profit oriented business

Market intelligence

Financing

Facilitating FunctionGradingStandardizationProcessingStorage of produce

Sources of marketing information News paper Magazine Periodicals Special bulletins Post Radio Television Telephone Telegram Fax Email Website

Web sources for market informationAgrisurfNETVETAgriwatchCommodity IndiaAgfindAgmarknetHortiindiaAPEDANCDEXe-CHOUPALCommodity Board

Required information to extension system and farmers for M-L-E

Fishes demand in present and near future.Market price.Credit facilities.Desired qualities of the products by consumers.Market price differences.Production technologies.WTO regulation .

Role of extension personnel in light of M-L-E Doing SWOT analysis.

Organization and capacity building of Farmers Interest Group(FIG).

Enhancing the interactive and communicational skills of farmers with customers and other market forces.

Enhancing market linkages b/w farmers groups, market and processors .

Role of extension personnel in light of M-L-EHelping in production and marketing plan.

Educating farmers to establish Fisheries as enterprise.

Educating farmers, benefits about direct marketing.

Expose the farmers to acquire complete market intelligence.

M-L-E- Its ChallengesRapid changes in the information technologies

and need for collection of relevant information.

Generation of data on Market intelligence-interlinking of marketing and Fisheries line departments.

Reorganization of extension system.

Strong communication skill with credibility.

SuggestionTraining programme for extension worker

Basic concepts and issues in Fishery market and marketing. Collection, processing and dissemination of market information.

To introduce market-oriented approach into extension subject.

Entrepreneurial training to farmers.

Linkage farmers to market.

Formation of MLE Policies and its implementation.

EFMIS-Ke, Lake Victoria (Case Study)A pilot project funded by DFID through the

International Labour Organization and its Cooperative Facility for Africa Fund successfully set up in Kenya.

The concept of this project was to use of mobile phones by the fishermen, fish processors, fish traders etc. for access of current information about different prices of fish market.

http://www.rythubazars.com/onion.aspx

THANKS

22 22