New visions and role of APMCs by Mg7kd8

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									New visions and role of
APMCs


  In the present era of liberalisation to
  boost the agricultural economy

                B.K. PATY
              Deputy Director
                  NIAM
 New role of APMCs- outline of the
presentation
 Shift from salesmanship to marketing
 Dealing with Service product-
  intangibility,simultaneity
 Marketing extension
 Promotion of direct marketing, contract farming,
  processing- leading to export, better returns to
  farmers, reduction of transaction costs etc.
 Promotion of grading and standardisation
 Making the traders association responsible
 GAP,HACCP,GHP,traceability etc. especially from
  export point of view
 Professionalisation of management
 Transparency in dealing/ auctioning
 Providing infrastructure and efficient services (
  Promotion of PPP mode)
 dealing with a service product
 Marketers of services face a bigger
  challenge due to unique nature of services-
  intangibility, heterogeneity, inseparability,
  perishability
 Go beyond 4 Ps- product, price,promotion
  and distribution (Place) .Also
   people,
   process and
   physical evidence
Key Marketing issues
 The unique characteristics of services
  present some key marketing issues
   Managing differentiation amongst services (
    offer, delivery, image, service premises,
    packaging, personnel, tools and equipment
    used, customer, convenience, name of the
    organisation)
   Managing productivity (Commitment, High
    standards , Monitoring system, Customers’
    complaint )
   Managing service quality(technology,selection &
    training, standardisation of services, customer’s
    involvement, employees’ skill utilisation)
                        Organization


 Internal Marketing                        External marketing



Front Line
                                               Customers
Employees
                      Internal marketing
MARKETING EXTENSION
 Marketing extension is the order of
  the day in the post-WTO regime
 The incidence of huge post harvest
  losses can be attributed to poor
  marketing extension to a large
  extent.
Role of APMC
 Advice on production planning:- careful selection of the
    crop from marketability viewpoint-internal or export
   Marketing information:- price and arrivals, forecasting of
    market trends, demand of other markets, facilities available in the
    target markets, quality requirements, market fees etc.
 Securing markets for the farmers:-Awareness about regulated
    market laws and reforms, Information regarding procurement by
    Govt. agencies, contract farming arrangement for cash crops with
    wholesalers, processors etc.
   Advice on improved marketing practices:- packaging,
    appropriate storing methods, standardization and grading and
    other post harvest management practices such as maintenance of
    quality, awareness about post-harvest losses etc.
Role of APMC
 Advice on establishing and operating
  markets:-Farmers groups to set up and run their own markets
   within framework of rules
 Processing and value addition:-           Farmers to be
   educated about value addition through primary processing
 Group action:-        Promotion of informal groups and Self
   Help Groups(SHGs)
 Marketing Credit:-      Educating farmers about different
   schemes of marketing credits, Advice on warehousing with
   pledge finance scheme
 Problem solving methods: micro-level
 Marketing extension for export market:                     WTO
   implications, Codex, HACCP, Euro gap standards,         Awareness
   on ill effects of pesticide/insecticides residue etc.
Promotion of Direct Marketing,
contract farming, processing
 Less than 2% of f & v processed in
  India, as against 65% in USA, Brazil,
  Phillipines, South Africa and 83% in
  Malaysia
 Similarly the extent of value addition
  is 7 % in India as against 23% in
  China and 88 % in UK
Area & production of agri
products
          Area and production of Agricultural products
                                            (Production in million tonnes)
                                           India     India’s Rank in
                                                     World Production
   Arable Land (Million ha)                 151               2
   Irrigated Land (Million ha)              55                1
   Wheat                                    72                2
   Rice, Paddy                              124               2
   Coarse grains (including maize)          29                3
   Milk                                     91                1
   Fruits                                   47                2
   Vegetables                               82                2
   Edible Oilseeds                          25                3
   Pulses                                   15                1
   Sugarcane                                245               2
   Tea                                     0.85               1
   Cattle (million)                         186               2
     15 major food items of export
           (INR billion Rs)

70
60
50
40
30
20
10
0
APMC role in contract farming
 Provisions of a model agreement-
  sensitisation
 Awareness about dispute redressal
  mechanism.
 Collection of market intelligence data
  about contract farming
 Registration of contracts, whre
  authised
Promotion of grading and
standardisation
 Bureau for grades and standards-
  feeding information and working in
  close coordination with the Bureau
 Awareness about existing grades and
  standards.
 Identification of commodities and
  preparation of proposals for
  preparation of grades and standards.
Making the traders association
responsible
 Feedback about policy issues
 Involvement in waste disposal and
  management.
 role in maintenance of food safety
  and quality
 Role in ensuring transparency in the
  business
 Role in training of the farmers
GAP,HACCP,GHP,traceability etc.
especially from export point of view


 Testing facility in the premises of
  APMC
 Awareness about the quality
  management tools amongst the
  stakeholders.
 Big APMCs can set up training
  centres with an attached laboratories
Professionalisation of management
 Appointing professional managers as
  CEOs from the panel prepared by the
  Board
 Computerisation
 Computerised linkage of fees with the
  arrivals through automation
 Service orientation
Transparency
 Auctioning
 Allocation of shops etc.
 Computerised linkage of market fees
  with arrivals
Providing infrastructure and efficient
services ( Promotion of PPP mode
 Outsourcing
 Infrastructure in the premises in PPP
  mode.
 Collection centres in PPP mode.
 Transportation, grading and packing
  units etc. in PPP mode.
THANK YOU

								
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