New Horizons in International Business series
Edited by John R. McIntyre, Silvester Ivanaj, Vera Ivanaj and Rabi N. Kar
Chapter 12: Sustainable agricultural marketing strategies and practices: an Indian experience
Agriculture is the backbone of the Indian economy and agricultural development is central to all strategies for planned sustainable development. Agriculture has undergone many paradigm shifts during the last six decades in India. It developed from subsistence agriculture in the first half of the twentieth century to the gradual commercial farming approach through the ‘Green Revolution’ of the late 1950s and early 1960s and the allied sector advancements like the ‘White Revolution’, ‘Blue Revolution’ and so on. Today commercial agriculture takes a major share of total agriculture. These initiatives have improved overall food security of the country and have helped India to become a food grain surplus country. India has slowly moved on from ‘agriculture’ to ‘agribusiness’. However, while the planners have placed a lot of importance on production aspects during the past years, post-production activities have not received requisite importance. Hence, there are a number of issues and challenges that need to be addressed by making the farmers and other stakeholders the main focus of planning. In this context, development of organized and regulated markets assumes significance, as they cater to one of the primary aspects of post-production activities mainly relating to marketing and this may pave the way for agricultural commercialization without jeopardizing the norms of sustainable development in the country.
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