eChapters

Of the various weather elements affecting crops, temperature and rainfall are perhaps the most important. It is the reason for the development of special flora and fauna in different climatic zones of the world as seen in the tropical, temperate and frigid zones. The tropical regions get abundant solar heat and the vegetation is high while it is low in the temperate regions. The vegetation is very little in the frigid zones. Similarly, natural vegetation is at its poor growth in the Arid Climates and better in the Humid Tropics. Xerophytes are confined to the Arid Climates where low rainfall is seen, while hydrophytes are confined to the Humid Tropics. Mesophytes are intermediate in their water requirement. Most of the crops are included in this group. If the crops are selected for cultivation on the basis of the optimum climatic requirements, it is likely that crop production can be maximised under rainfed as well as irrigated conditions. For example, coconut is grown in vast areas across the East and West Coasts of the Country in different agroclimatic zones and known as a coastal tree. It gives reasonably better yield in terms of quantity and quality in the Humid Tropics under rainfed conditions. However, the coconut yield scenario is totally different when the crop is cultivated in Semi-arid Tropics under irrigation. Therefore, it is a complex phenomenon to understand the influence of weather and climate on crops under rainfed and irrigated conditions in various climatic zones. The production potential of crops under field conditions could be explained through crop-wise agroclimatic zonation, whether the crop is well-suited with minimum inputs for maximising yields under rainfed conditions, but not under irrigated conditions due to crop manipulation. Many attempts were made to explain the climatic boundaries for various crops based on agroclimatic indices under rainfed conditions.

Rice is one of the major staple food of the world’s population. About 114 countries grow rice and more than 50 have an annual production of 100,000 tonnes or more. Asian farmers produce about 90 per cent of the total, with two countries, China and India, growing more than half of the total crop. For most rice producing countries where annual production exceeds one million tonne, rice is the staple food. In Bangaldesh, Cambodia, Indonesia, Lao PDR, Myanmer, Thailand and Vietnam, rice provides 50–80 per cent of the total calories consumed.

Kerala, popularly known as the God’s own country, is situated at the southern tip of India between latitude range 8°15‘ N to 12°50’ N and 74°50’ E to 77°30’ E longitude. The State is graced with 44 rivers and numbers of streams and has rich biodiversity and tropical rain forests spread in 13 agro-ecological zones under humid tropics. Kerala is the Gateway of monsoon in India. Though Kerala is identified as Plantation State, the major staple food is rice. The annual rainfall in Kerala is about 2.7 times the national average. More or less assured amount of rainfall is being received in almost every year over the State, though inter-annual variability is felt more in recent decades. Uncertainties in rainfall are also felt much in the recent decades. Droughts during summer and floods during rainy season are frequent. Natural disasters like landslides/mud slips during rainy season are common across the mid and high lands of Kerala as the intensity of rainfall is high. Atmospheric temperature across the State is increasing. 1983 was a disastrous drought year in Kerala. The severe summer affected the State’s plantation crops economy to a considerable extent. Insignificant rainfall led to the severe summer drought during 1982–83.

Food security is one of the most important issues during this century under the projected climate change scenario. The world is facing severe food crisis due to weather vagaries as a part of global warming and climate change. One sixth of world’s population is under starvation. It is estimated that 300 million people in the world do not get food three times a day. About 18,000 children die every day due to malnutrition. Many Asian-African countries are under severe food crisis. It is also estimated that out of the World’s most hungry people, 29 per cent is in India. 47 per cent of children below three years of age are suffering from malnutrition problem. 75 per cent of world’s population is dependant on agricultural activities for their livelihood. Therefore, there is an urgent need to produce more and more foodgrains at the global as well as national levels to meet the food requirement of growing population under the projected climate change scenario. There has been a major decline in world rice production since late 2007 due to various reasons including global warming and climate change in top rice producing countries. Deficit monsoon over India during 2009 resulted to poor foodgrains production including rice as the area under rice cultivation was less. There were also devastating floods in southern States of India viz., Andhra Pradesh and Karnataka. Andhra Pradesh, one of the major rice producing states of India, was affected first by drought and then by floods. Thus rice production decline in India was a real set back in 2009. Similar was the case in 2010 due to excess rain during monsoon and floods during NE monsoon across the rice growing regions. At the same time, Philippines got hit by two major typhoons in September-October, 2009 causing damage to rice crop on ground. Approximately one million tonnes of rice in storage also got damaged. These events resulted to low world rice production over the country in 2009. The immediate impacts of global warming and climate change on rice production systems and food security will be felt in the form of adverse effects of extreme weather events such as floods, droughts, heat and cold waves, hailstorms and cyclones on rice production. Less immediate but significant impacts are anticipated due to changes in mean temperatures, increasing weather extremes and sea level rising.

India is the seventh largest country in the world with 17 per cent of the world’s population and with a total geographical area of 329 Mha, extending from 8°4’ to 37°6’ in the North and 68°7’ to 97°25’ in the East. It is bounded by the World’s highest mountains- the Himalayas in the North and surrounded by the Arabian Sea, the Indian Ocean and the Bay of Bengal in the South. The Indian Coastline along the southern part of the Country is over 7500 km long. The Country includes vast plains like the Indo-Gangetic Plains, and the Central Deccan Plateau, bordered by the Western Ghats on either side in the West and the South. The biodiversity in the terrain leads to a wide variety of climatic conditions, ranging from tropical to temperate climates across the Western Ghats. These range from permanent snowfields to tropical coastlands; areas of virtual desert in the northwest to fertile intensively cultivated rice fields in the northeast. A large proportion of India’s population continues to live in rural areas and depends heavily on climate-sensitive sectors such as agriculture, fisheries, animal agriculture and forestry for its livelihood. Agriculture is the mainstay of Indian economy. The Indian climate is dominated by the great wind system called the Monsoons, on which the Indian agriculture is dependant. The southwest monsoon is critical to the kharif crop (first crop), which accounts for more than 50% of the foodgrains production and 65% of the oilseeds production in the Country. The inter-annual monsoon rainfall variability in India leads to large-scale droughts and floods, resulting in a major effect on Indian foodgrain production (Parthasarathy and Pant, 1985; Parthasarathy et al., 1992; Selvaraju, 2003; Kumar et al., 2004) and on the economy of the Country (Gadgil et al., 1999a; Kumar and Parikh, 2001). Climatic variability and occurrence of extreme events are major concerns for the Indian subcontinent as they are inbuilt features under the projected climate change scenario. All the projections on climate change are based up on the General Circulation Models (GCMs). All the models project increase in temperature over the Country under different GHG emission scenarios. Rainfall variability is felt in different sub-meteorological divisions across the Country. Though the GCMs have been successful in depicting the gross features of the observed large scale climatological features, there is large uncertainty associated with these projections on regional scale, since the GCMs are yet to realistically reproduce the observed features at regional scale, particularly over the monsoon region (Kumar, et al., 2002). Several downscaling approaches are being used to derive the regional features from large scale model simulations. Under the projected climate change scenario, India will be one of the Countries facing the adverse impacts of climate change as agriculture is the mainstay of people of India. Hence, understanding of rainfall and temperature variability across the Country deserves attention in the projected climate change scenario.

Climate Change has emerged as one of the most serious environmental concerns of recent times. The most imminent climate change is increase in atmospheric temperature due to increased levels of greenhouse gases such as carbon dioxide (CO₂), methane (CH₄), nitrous oxide (N₂O) and hydrochlorofluoro carbons (HCFCs). Because of increasing concentrations of the greenhouse gases in atmosphere, there is much concern about future changes in the climate system viz., Atmosphere, Lithosphere, Biosphere, Hydrosphere and Cryosphere. Direct or indirect effects on the society linked sectors like water, forestry, agriculture, animal agriculture, fisheries, land and marine biodiversity and health due to climate change/variability are many-fold and economic impact of climate change is enormous. The recurrent drought and desertification threaten seriously the livelihood of over 1.2 billion people who depend on land for most of their needs.

Introduction

Flowers are the most fascinating objects in the world and many poems are written glorifying them. They are associated with mankind from the dawn of civilization. Flowers are an integral part of our day to day life and they find a place in worshiping, religious and social functions, wedding, interior decoration and self adornment. Flowers are used to convey the human feelings. To say it with flowers is very common in western culture. Emergence of a strong middle class and changing life style has created a great demand for cut flowers in India.

Introduction

Fruits are undoubtedly God’s gift to mankind. Fruits are protective foods as they contain vitamins, minerals and enzymes, necessary for better functioning of human body and for fighting diseases. History of fruits is as old as that of Adam and Eve who ate the forbidden apple. Date palm seems to be the earliest fruit cultivated by man as early as 7000 B.C. Pomegranate is also one of the oldest fruits which was under cultivation as early as 3500 B.C. During ancient times, monks survived solely on fruits and milk giving an indication about importance of fruits and antiquity of fruits in India. India is the place of origin of mango, banana, phalsa, jack fruit, bael, aonla and a few citrus fruits whereas all other fruits are introduced from foreign countries. Litchi, loquat, persimmon, peach and sweet orange are from China; papaya, guava, sapota, avocado, custard apple and pineapple are from tropical America; and apple, plum, pear, date palm, mangosteen, strawberry, cherry, almond, walnut, apricot, grape and pomegranate are from the Central Asiatic Regions.

Introduction

Survey sampling is a method of drawing inference about the characteristics of a population by securing a sample. Sample survey techniques are extensively used by government bodies throughout the world and researchers for assessing, for planning and for projection future economy.In a sample survey, the final step of the analysis and drawing inferences from a sample to a population is a very vital and fascinating issue. Since the results of the survey are the basis for policy making, it is the most essential part of the sample survey and should be handled carefully.The object of designing a sample survey is to minimize the error in the final estimates. Any survey involving data collection and analysis of the data is subject to a variety of errors. The errors may be classified into two groups viz., (i) non-sampling errors (ii) sampling errors.

Organizations Indebtedness Towards Society

The organizations in the present world operate as an open system by having ongoing interactions with the society for their existence and effective functioning. There is an interdependence between corporations and societies and as such, company’s activities have a direct impact on the communities with which they work.  As a part of such interactions, the organizations use valuable resources of the society, for producing goods and services, which are exchanged with the customers for a profit margin. Due to these exchanges, the business organizations take away the profits reflecting the debt they owe to the society and the world.

Introduction

Agriculture is the backbone of Indian economy and helps the system as a whole for socio-economy development of the country. Despite 51 per cent of arable land of total geographical area and about 100 million hectares of potential irrigated area, the highest for any country in the world, unfortunately the contribution of agriculture to the grass domestic product is as low as 22 per cent. India is endowed with a wide spectrum of agro climatic conditions and a large variety of fruit crops ranging from tropical, sub­tropical and temperate are grown. In India, the area under fruit crops is 3.5 Mha with a production 45MT which accounts 9.6 % of total worlds production and ranks 2nd in fruit production (Anon., 2005). The country has become self-sufficient in food grains production, second largest producer of fruits and vegetables, but still the per capita consumption per day is hardly of the order of 70 g for fruits and 140 g for vegetables.

Introduction

The term value chain was first used and popularized by Michael Porter in his book “Competitive Advantage: Creating and Sustaining Superior Performance” in 1985.

The value chain concept separates useful activities which allow the company as a whole to gain competitive advantage from the wasteful activities (which hinder the company from getting a lead in the market). Focusing on the value-creating activities could give the company many advantages. For example, the ability to charge higher prices; lower cost of manufacture; better brand image, faster response to threats or opportunities.

Introduction

Labour markets, poverty and inequality in the growth process
 
The theoretical discussion on the changes in the incidence of poverty and inequality in the growth process of agrarian economies from low levels of income has been a major topic in development economics. The impact of growth is delineated through the labour market, and any predictions about the impact on poverty and inequality must be based on some implicit or explicit view of the structure of labour markets and their functioning.

In the recent years, rural markets have acquired significance in developing countries like India and China, as well as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of technological change during 1966-67, rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy i.e. rural marketing has taken place. Sometimes, rural marketing is mystified with agricultural marketing the later denotes marketing of agricultural commodities of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers or rural marketing determines the carrying out of business activities bringing in the flow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas. Also, when we consider the situation of developing countries, there is a picture that comes out, huge market for the development products as well as the labour support.

Introduction

The National Commission on Agriculture defined agricultural marketing as a process which starts with a decision to produce a saleable farm commodity and it involves all aspects of market structure of system, both functional and institutional, based on technical and economic considerations and includes pre and post- harvest operations, assembling, grading, storage, transportation and distribution. The Indian council of Agricultural Research defined involvement of three important functions, namely (a) assembling (concentration) (b) preparation for consumption (processing) and (c) distribution.

Introduction

Agriculture is an important sector for countries like India, who have majority of its population, directly or indirectly depend upon agriculture. The sector which feeds the majority of population of any country needs special attention for its all round development. Marketing is such a crucial aspect related to agriculture that is probably not developed in any of such countries which largely depends upon agriculture. Underdeveloped and lack of resources are the main reasons behind the underdeveloped nature of agricultural marketing. In simple terms, agricultural marketing means the buying and selling of agricultural produce. The Indian council of Agricultural Research defined involvement of three important functions, namely assembling, preparation for consumption and distribution.

Introduction

Agriculture, in most developing countries is the major industry. More than 50 percent of the labour is working in this sector and its industrial and commercial branches. In these countries, also more than 50 percent of the households‘ incomes are spent for low quality and value foods. Inefficiency of the agricultural products marketing system is the starting place of these problems.

Meaning of Marketing

Marketing is an important function of management. Marketing makes the economy strong. Production is meaningless unless the goods and services are exchanged for money. Marketing is related with movement of good from producer to consumer.

Various people have defined marketing differently. A majority of people consider it as selling while some people prefer to call it shopping. Similarly, some people call it merchandising. All these meanings of marketing are partially correct.

Marketing is the sum total of all those activities which move goods and services from the producers to the consumers.

Meaning of Advertising

According to Concise Oxford Dictionary, the word to advertise means to make generally or publicly with a view to increasing sales. The word ‘advertising’ is derived from the Latin word ‘advertese’ which means ‘to turn (the mind) to’. Advertising means providing adequate knowledge about some special product/service/idea to potential consumers so that they are stimulated to buy it. Adequate knowledge about a product means to let people know the name of the product, its function, size, price and place of its availability. The organizations providing service or idea give information regarding where, how and on what conditions their service or idea can be made available and how the same can be helpful to the people. Today is the age of competition. Consumers buy commodities after careful consideration. Under the circumstances, manufacturers are faced with the problem of how to motivate the consumers to buy their product. To find a solution to this problem, manufacturers make use of advertising.

Indian agriculture – the back bone of our economy accounts for about 65 per cent of the country’s employment and 20 per cent the total export earnings. Despite a drastic increase in the food grains production during the last five decades, the profit margins of farmers particularly small and medium farmers has declined due to certain serious problems like declining water table, deterioration in soil health, outbreaks of new pests diseases and weeds, and environmental pollution etc. With the globalization of market, the farmers will have to change themselves from mere producers’ in the domestic markets to producer cum seller in a wider market sense in order to best realize the returns for his investments, risks and efforts. Now the focus should be on high quality produce, low cost of production and high productivity.