eChapters

Introduction

ICT in agriculture is an emerging field focusing on the enhancement of agriculture and rural development. It involves applications of innovative ways to use ICT in rural domain. The advancement in ICT can be utilized for providing accurate, timely, relevant information and services to the farmers, thereby facilitating an environment for more remunerative agriculture. (Mahant et. al. 2012). Information and Communication Technology (ICT) in agriculture can act as a driving force in the development process. It facilitates marketing decisions, directs the competitive process and simplifies marketing mechanisms. Accuracy, Availability, Applicability and Analysis are the four ‘A’’s of marketing information; a farmer may decide how much to produce, when and where to sell and a trader may expand trade (Behera, 2015). Social media is the new upcoming area in agricultural marketing that has blogs, microblogs, pages, groups etc. It saves time and cost of the farmers for getting information. Facebook is the most likely social media for pages and profiles.

Abstract

This paper studies the role and status of Indian Agricultural Market Intelligence System (IAMIS) in improving the economic returns of agri-sector in India. Marketing intelligence makes agricultural marketers, including agri-entrepreneurs, aware and updated and reduces risk in decision making. India produced 275.112 million tonnes of food grains in 2016-17 and the projected requirement is 311million tonnes in 2030. Income of farmers has increased at a CAGR of 10.61% and number of farmers has declined at a CAGR of -0.25% from 1993-94 to 2014-15. Acreage remains stagnant. Given this background, to exploit full potential of agricultural production, market intelligence has a great role. The DES and Department of Food with their 435 market information systems (MIS) units transmit daily information through public media. The essential prerequisite of ensuring farmers’income is that they need credible information about “likely price situation”. Agriculture Marketing Intelligence System (AMIS, 2011) has emerged with the aim to provide services in agriculture and allied sectors. ICAR (1991) took initiatives under World Bank to assist National Agricultural Innovation Project (NAIP) and Export Market Intelligence Cell (EMIC) was set up in Tamil Nadu with ten State Agricultural Universities. This paper uses globally available price forecasting models (ARIMA, GARCH, etc.)on 20 crops to provide an idea of the existing status and policies in agricultural market intelligence.

Methodology

In the present study, the researcher has tried to present a broad picture of the role of media with his empirical observations on news in some selected print media and TV channels. The content analysis of news along with comparative method between print and electronic, news related to problems in rural governance and other news were taken into consideration.

Introduction

As Mahatma Gandhi, the Father of Nation, rightly pointed out that “The true India is to be found not in its few cities, but in its seven hundred thousand villages. If the villages perish, India will perish too”. (GoI website) Primarily India is an agrarian society, where more than 70% people lives in countryside. As majority of our population reside in rural hinterland and their livelihood depends on agricultural and economic activities related to it. People from rural areas migrating to mega cities or urban areas or industrial townships to seek jobs in service sectors. The seasonal migration of laborers to big cities has become a regular feature in our economy. These uprooted people feel lucky to get something to earn for near and dear ones. 58 per cent of these rural households are employed in farming sector i.e. cultivation, livestock rearing and other agricultural activity, which in turn contributes less than 60 per cent to their average monthly income. These were the findings of the ‘Situation Assessment Survey of Agriculture Households’ for the 2012-2013 crop years, from July to June. A brief overview of Indian economy reveals that agriculture contributes 16.5 per cent of the GDP contribution, compared to Industry’s 29.8 per cent and service sector’s 54.4, as per the census of 2015. It is also worth to recall that despite the big claim of booming Indian economy, the share of informal employment in total employment has remained above 90 per cent throughout the period 2004-05 to 2011-12, the Economic Survey 2014-15 revealed.

Introduction

According to the “Mutually Aided Cooperative Societies (MACS) Act” of 1995 or as a “Farmers Producer Corporation” (FPC) under the “Companies Act” of 2013, a Farmer Producer Organisation (FPO) is often a society or company made up of farmers who are actual producers of a specific crop or commodities. Depending on the demands of the producers and the demand potential to adopt a value chain approach to boost farmers' and producers' economic and social benefits, these organisations are established at the cluster, block, district, or state level. The Indian government, state governments, development organisations, and central institutions have recently placed a greater emphasis on farmer-producer firms. Many of the nations’ Non Governmental Organisations (NGOs) have been aiding in the development of cooperatives and farmer-producer organisations.

Steps in formulation of FPOs

1. Preliminary Assessment and Need Identification

• Identify the group of farmers interested in forming an FPO.

• Conduct a preliminary assessment of the needs, resources, and aspirations of the farmers in the target area.

• Determine the type of products or crops that the FPO will focus on.

Role of Ministry of Micro Small & Medium Enterprises

Engage in promotion & development of MSME’S in the country through framing proper policies and schemes.
Implementing policies and schemes through its attached office DC, MSME, Nirman Bhawan, New Delhi. 

Rose is the world's most recognized cut flower and one of India's most important commercial floriculture crops. This chapter provides comprehensive information on rose origin, taxonomy, genetics, breeding, varieties and commercial types. It emphasizes greenhouse production, including temperature, humidity, light, carbon dioxide, greenhouse orientation, planting systems, pruning, training, fertigation and crop regulation. Major pests and diseases, harvesting stages, grading, postharvest treatment, vase life and yield are also covered. Modern greenhouse varieties and newly developed spray and standard roses demonstrate the diversity of cultivars available for premium markets. The chapter is particularly valuable for commercial and export-oriented rose production.

Abstract
The growing youth population in developing countries, particularly in agriculturedominated economies, presents a demographic dividend that remains underutilized due to skill mismatches and unemployment. Despite agriculture engaging nearly 50% of the workforce, it is often stigmatized as a low-skill profession, necessitating up-skilling and knowledge enhancement to transform it into a profitable, modern enterprise. Government initiatives in India, such as PMKVY, Start-up India, Mudra Yojana, ARYA, and Student Ready, aim to foster skill development and agripreneurship to align with global market trends. This paper examines challenges in leveraging this demographic potential, including outdated interventions and societal perceptions, and proposes visionary reforms to enhance training, promote equity, and mainstream agri-preneurship for sustainable economic development.
Keywords: Agri-preneurship, Demographic Dividend, Skill Development, Unemployment, Government Initiatives, Agriculture, PMKVY, Start-up India, Mudra Yojana, Sustainable Development

There are many distribution networks which an organization may use depending upon the nature and usage of the product. Generally, there are two types of distribution networks which are being widely used the first is direct selling to the customer and the second is to have intermediaries in between which ensures that the product is available to the final consumer. In this indirect method the company is not in direct touch with the customer and this gap is filled by the middleman. The middleman not only provides the product to the customer but he also provides continuous feedback to the organization about the product and market demands. 

Introduction

The present world is still dominated by the villages. In sprite of the craze towards city life majority of the people in this globe prefer to stay in their village’s n the midst of nature. Hence the world population is predominantly rural. More than 2/3 the world’s population still lives in villages. India is basically a land of villages. In spite of the increase trend towards urbanisation Indian societies become meaningful and fruitful only if the villages and there problems are studies carefully. Villages existed in India even during the Vedic period and also prior to that. Some even described these villages as self contained little republics.

Tripura is a state in North-East India which borders Bangladesh, Mizoram and Assam. It is surrounded by Bangladesh on its north, south and west: the length of its international border is 856 km. It shares a 53 km long border with Assam and a 109 km long border with Mizoram. The state is connected with the rest of India by only one road (NH-44) that runs through the hills to the border of Karimganj District in Assam and then winds through the states of Meghalaya, Assam and North Bengal to Calcutta. At the time of Tripura’s merger with effect from October 15 1949 with the Indian Union, the major mode of farming was shifting cultivation or ‘jhum’, which produced little surplus. A small proportion of the plain lands of the State were under settled agriculture undertaken by Bengalis, and the main crop was rice. Most of the plain lands of the State were not under cultivation and were covered with cane-brakes and marshes. Thus at the time of formation of the State, the economy was predominantly agricultural and forest-based, with no industrial base, a low level of urbanization and limited infrastructure.

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.

India is known for its heritage and diaspora has 6,40,867 villages with a population of aprox 120 crore people which is about 66.46 % of the population. The villages in India have always remained neglected and never tried to market their products to urban consumers. But the rise in incomes of the Indian urban consumers and the increased awareness due to technological advancement it leads to the growth of the Indian consumer market which became attractive for the Indian as well as foreign companies. The efforts by Indian Government for rural products contributed to the development of rural products and their marketing. 

The market research process is equally critical to rural marketing as to urban marketing because of two main reasons:

• The marketer has a limited understanding of the rural/urban consumer
• The marketer who is urban-oriented may need to find different ways to understand the decision variables in the urban market.

A marketing strategy of a business is the game plan of an organization for approaching its target market effectively. Marketing strategy is also used to target the prospective customer and converting them into loyal consumers for the brand and services being offered by the companies.

A marketing strategy is the building block of a marketing plan and consists of the value which the company wants to offer, its key message which the company wants to convey to the target market and other elements which are key in the area of marketing.

Agriculture marketing and Rural marketing are two words used interchangeably by the people at large with the study of agriculture and management discipline. India is known to the world for its agricultural growth through the green revolution. India is an agriculture-based and oriented economy with approximately six and a half lakh villages predominantly involved in agricultural and agri-based activities. Rural India is termed as the backbone of the Indian economy and it contributes significantly to the economy and to its GDP (Gross Domestic Product) in terms of providing food grains (Cereals and Pulses), vegetables, and fruits which are essential ingredients for human life.

Sales and distribution determine whether a technically excellent ice cream product successfully reaches consumers in the required condition and at the right time. This chapter examines the architecture of ice cream distribution in India, including factory dispatch, CFAs, distributors, retailers, parlours, modern trade, quick commerce, and online channels. It discusses route-to-market design, presales, delivery systems, distribution management, retail execution, outlet classification, freezer deployment, and channel economics. Product flow and information flow are considered together because sales data, stock information, complaints, freezer conditions, and market feedback influence production and planning decisions. The chapter provides practical insights into distribution KPIs, channel management, cold-chain discipline, and strategies for sustainable market growth.

Sales Management

According to American marketing Association “Sales management is the planning, direction and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to the personal sales force.”

1. Project is __________

a) Investment activity

b) Create productive assets

c) Realising benefits over time

d) All of these

Introduction

Groundnut (Arachis hypogaea L.) commonly called as Poor man’s cashew, is the 6^th most important oil seed crop in the world. It contains 48-50% oil, 26-28% protein and 11-27% carbohydrates. Groundnut is grown on 26.4 million hectare worldwide, with a total production of 37.1 million metric tons and an average productivity of 1.4 metric tons/ha. Developing countries constitute 97% of the global area and 94% of the global production of this crop (FAO, 2011). The production of groundnut is concentrated in Asia and Africa, where the crop is grown mostly by smallholder farmers under rain-fed conditions with limited inputs. Groundnuts (peanuts) are popularly used as seed oil in India. Since, they are obtained from the ground, they are called as groundnuts and also known as ‘Mungfali’ in Hindi, ‘Palleelu or Veru sanaga’ in Telugu, ‘Kadalai’ in Tamil, ‘Nilakkadala’ in Malayalam, ‘Kadale kaayi’ in Kannada, ‘Singdana’ in Gujarati and ‘Shengdaane’ in Marathi. Groundnuts are easily available round the year and almost everywhere in India. Groundnuts are also taken as snacks in many households especially in India. In reality, groundnuts are actually legumes. Since, they have all the properties of nuts like almonds, cashew nuts, etc., these are also included in the family of nuts.

Groundnut is the major oil seed of India. It accounts for 25% of total oil produced in India. Annual production of groundnut is around 9690 thousand tones. As the crop is grown in rainfed conditions, production and productivity are highly vulnerable to rainfall and exhibit huge fluctuation between the years. In India, groundnuts are produced both during Kharif (75%) and Rabi seasons (25%). Major production catchments of groundnut are located in Gujarat holding a share of 50.77% of total groundnut production, Andhra Pradesh holding a second place (12.69%) followed by Tamil Nadu (9.91%). Following are the top groundnut producing states of India (Table 1).

Since its founding in the early 2000s, Scopus - which describes itself as a “source-neutral abstract and citation database curated by independent subjectmatter experts” — has been recognized as one of the top research indexes. At the time of writing this blog post, Scopus includes over 25,100 titles from 5,000 publishers, spanning 240 academic disciplines - with a staggering 76.8 million core records. Scopus encompasses research across scholarly disciplines but consists primarily of science and technology articles (Fig. 4.1).
There are many benefits to having journals added to the Scopus database. In addition to its extensive content coverage encompassing virtually all subjects, Scopus is known for its high level of academic rigor, including an annual journal re-evaluation process, which it requires as “an incentive for journals to maintain their high content quality.”
Scopus also provides a wide range of metrics for indexed content, including
• Journal-level metrics such as Citescore, which both publishes an annual impact score and gives monthly updates on how things are currently shaping up for each of the indexed titles via the CiteScore Tracker
• Article-level metrics such as PlumX, which analyzes how readers are responding to content in the broader online context (i.e., via tweets, blogs, Wikipedia references, etc.)
• Author-level metrics such as the h-index, which aims to provide an objective measure of the overall impact of individual authors’ publication histories.

The Sustainable Development Goals (SDGs) are a set of 17 interconnected goals established by the United Nations in 2015 as part of the 2030 Agenda for Sustainable Development. These goals aim to address global challenges, including poverty, inequality, climate change, environmental degradation, peace, and justice (Fig. 14.1).
14.1. Sustainable Development Goals (SDGs)
The SDGs provide a universal framework to achieve a better and more sustainable future for all. Following is the list of the 17 SDGs
1. No Poverty: End poverty in all its forms everywhere.
2. Zero Hunger: End hunger, achieve food security, improve nutrition, and promote sustainable agriculture.
3. Good Health and Well-Being: Ensure healthy lives and promote well-being for all at all ages.