G. HARI RAVINDRA GOUD*, N. KRISHNA PRIYA, N.T. KRISHNA KISHORE AND LAVANYA KUMARI

Institute of Agribusiness Management, S.V. Agricultural College, ANGRAU, Tirupati-517502.

ABSTRACT

In the era of globalisation and free trade liberalisation, it is imperative to develop rural entrepreneurship by implementing

the idea of collectivization or group initiation through local level organization. Indian farmers are capable of producing large quantities, but they struggle to sell their products at profitable prices due to lack of efficient technology, poor infrastructure and poor marketing structure. A potential alternative for effective marketing, information sharing, marketing and profit making is mobilising farmers for group action through developing farmer producer organisations which enables them to make decisions collectively for income enhancement. This helps the farmers go from merely producers of agricultural produce to sellers of the produce. In India, majority of farmers are small and marginal. There is a need to develop effective delivery system which fulfil the needs of small and marginal farmers. A suitable technology is required to improve sustainable food production and marketing for revenue enhancement.

KEYWORDS: Globalisation, Liberalisation, Marketing, Digital platforms.