Have you ever wondered why real organic products are hard to find in the market? Have you ever thought of the plight of farmers who work tirelessly to bring you the food you eat, but don’t get the money they deserve in doing so? Yes or no, to find answers to these questions, it’s important to have a few insights on the state of agri-marketing in India.

Agriculture contributes nearly 17-18% of India’s GDP and employs at least 50% of the Country’s total workforce. Yet, our farmers have been struggling over the years to get the best prices for their produce. While intermediaries make the most of this vast fortune, farmers have been struggling to market their products which results in them not reaching their customers directly and fetching the best rewards for their hard work. 

Challenges are many, both for the farmers and the customers who struggle to find organic products at reasonable prices. Some of them include: 

One of the main issues faced by the farmers and the consumers are the presence of too many intermediaries. Not only do they exploit the farmers by paying unfair prices to them, but they also charge the consumers higher prices and make the most out of someone else’s hard work. Commission agents, brokers – they come in different forms, all with the same intent. 

The marketing sector for agricultural products lie largely unorganised. The lack of proper support like cooperative societies, government aid, Read more