National Conference on “Good Agricultural Marketing Management Practices (GAMMP)

National Council of State Agricultural Marketing Board (COSAMB), 14 -17 September 2015at Manali, Himachal Pradesh

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GAMMP – An essential part of the Agricultural Marketing System

Objectives 1. To make awareness of the Stakeholders (producers,

Market functionaries, Value Adder etc.,) of the Agricultural Marketing, to be innovative and competitive in the global market, by adopting GAMMP;

2. To help in development of System and adoption of the improved technologies to meet the constraint faced by the Indian agricultural produce in the world market (especially hygiene and quality etc);

3. To aware of the factors affecting for selection of suitable marketing channel required for adoption to make the Agricultural Marketing System for the sustainable economic viability of the farmers.

e-Governance in Agriculture: Reforms through ICT for Sustainable Agricultural Development in India

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Prof. M. Moni

Professor Emeritus & Chairman Centre for Agricultural Informatics and e-Governance

Research Studies, SHOBHIT University, NCR Delhi

Chairman, AHIMSA (ahimsaact.com), Chennai&

Director General (Retd), National Informatics Centre, Government of India, New Delhi

moni@nic.in moni@shobhituniversity.ac.in

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Outcomes of AGMARKNEThttp://www.agmarknet.nic.in

1. To protect the farmers interest, the minimum bidding price is being fixed in some AMCs, taking into consideration the Mode Price average for previous month or so;

2. State Department of Food and Civil supplies and Consumer affairs uses to control retail prices;

3. State Agriculture Department officials use to plan and fix targets for NFSM;

4. MBA (Agribusiness Mgt) Students at MANAGE, use for commodities trading;

5. Directorate of Oilseeds Development, Hyderabad use for preparing advisories to the Government for intervention;

6. National Seeds Corporation (NSC) uses to promote better HYV seeds;

Implementation of Informatics for Agri-Business

1. Agricultural Informatics• M.Tech in Agricultural Informatics• MBA in Agri Business Management• 2-Week and 4-week Competency Development programme for agricultural stakeholders

2. SMAC Technology – Social Media, Mobile, Analytics and Cloud Computing3. E-Commerce, Banking and Financial Inclusion and Insurance Inclusion4. ATM, Price Display Board, Weather Insurance, Commodity Exchange5. Agri-Business

• e-Commerce• Agricultural Marketing Information System• ICT enabled value Chain for each Agricultural Commodity

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Agribusiness Potential

o India has a huge potential for growth, development and business in the Agribusiness and Food Processing Sector. It is estimated that “by 2030, the Agriculture and Agribusiness industry is projected to be 3 trillion US Dollars in Africa and almost 4.5 trillion US Dollars in Asia.

o India emerges as an Investment Destination in the AgriBusiness and Food Processing Sector, in view of the sound factors viz., Supply-Side Advantages, Supply Demand Growth, Conducive Policy Environment, Increasing Investments, and Strategic Location”

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Retail Markets – Value Chain model

o India is the 5th largest retail market in the world with a current estimation of about US$ 520 billion. The Retail sector is likely to grow at a CAGR of 13% to reach a size of US$ 950 billion by year 2018.

o In the developed countries, the organised retail industry accounts for almost 80% of the total retail trade. In contrast, in India organised retail trade accounts for merely 8-10% of the total retail trade.

o This shows a lot of scope for further penetration of organized retail in India, through ICT enabled Supply Chain Models and Value Chain models.

o Case studies depict: Chile for its achievement in advancement of value-chain in fruit sector;

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1. India ranks 83rd, among the 130 economies, on UN index assessing e-Commerce readiness, based on its new Business-to-Consumer (B2C) e-commerce - businesses selling to the general public – index: internet use, secure servers, credit card penetration and postal delivery services;

2. The e-commerce industry is worth US $13 billion currently and is expected to touch US $90 billion by 2021. The e-commerce is a full-fledged industry today. With the high penetration of phones in India and improving internet connectivity, e-commerce firms are expected to reach millions of new users in the coming years”

Development Scenario 8

1. Expanded reach of government – both spatial and demographic – is the corner stone of e-Governance.

2. Linking agriculture systems to sustainable development has challenged the efforts in adopting disruptive technologies that has provided opportunities to foray into the area of Agricultural Informatics.

3. Mckinsey Global Research Institute (MGI)’s Research Report titled “12 Technologies to empower India” (2014) identifies 12 technologies in six sectors (Health care, Education, Financial services, Agriculture, Infrastructure and Government Services) that can create $550 Billion to $ 1 Trillion of additional impact per year in 2025;

4. Agriculture Sector :

• “80 – 90 million acres of farmland can benefit from precision farming methods (using sensor and GIS-based soil, water and water Data to guide farming decision) , which would be taught by community agricultural extension workers using smart tablets;

• 90 to 100 million farmers can benefit from real-time market information delivered on mobile devices;

• IT systems and digital communication can vastly improve PDS food procurement, storage and distribution processes, benefitting 300 million to 400 million individuals who depend on subsidized grains.

• The estimated collective impact of technology interventions in Agriculture is $45 Billion to 80 Billion in 2025”

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1. Digital India Programme, as launched by the NDA-II Government on 20th August 2014, promises to transform India into a connected knowledge economy offering World-Class Services at the click of a mouse.

2. “When we move a mouse, whole world moves” – Hon’ble Prime Minister, Shri Narendra Modi, said in Tokyo (Japan) during his official visit, on 2nd September 2014.

3. The Digital India Programme is envisaged to provide “thrust to Nine Pillars of Growth Areas” viz.,

1. Broadband Highways,

2. Universal Access to Mobile Connectivity,

3. Public Internet Access programme,

4. e-Governance : Reforming Government through Technology,

5. e-Kranti : Electronic Delivery of Services,

6. Information for All,

7. Electronic Manufacturing,

8. Jobs in IT Sector,

9. Early Harvest programmes.

Digital India Programme

DNF

NeGP

Open Gov

Open Tech

Nat.GIS

NKN

NOFN (PII)

Rural Area where more than 80 per cent of the activities are related to agricultural sector.

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Rural India

Agriculture

Livestock Fisheries

Healthcare

……

A Conceptual Diagram – Digital Inclusion

Education

Commerce

DISNIC Programme

(1987) targeted for 28 sectors at sub-district levelSmart

VILLAGE – Digital

Inclusion

SMEs

Urban India

Agricultural Census 2011 - 10 Categories of Farmers

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Sl.No Category of Farmer Size of holding Farm Holdings (138.35 Million)(with rounding off figures)

Farm Holdings(Million)

%

1. Marginal Below 0.5 Ha 64.68 46.752. 0.5 – 1.0 Ha 28.15 20.36

Below 1.0 Ha 92.83 67.13. Small 1.0 – 2.0 Ha 24.78 17.9

Marginal & Small Below 2.0 Ha 117.61 85.0 4. Semi-Medium 2.0 – 3.0 Ha 9.65 6.975. 3.0 – 4.0 Ha 4.25 3.07

13.90 10.046. Medium 4.0 – 5.5 Ha 2.43 1.767. 5.0 – 7.5 Ha 2.51 1.818. 7.5 – 10 Ha 0.93 0.67

4.0 – 10 Ha 5.87 4.25Semi-Medium &

Medium2.0 – 10 Ha 19.77 14.3

9. Large 10 – 20 Ha 0.80 0.5810. > 20 Ha 0.17 0.13

> 10 Ha 0.97 0.7

• Agricultural produces come from biological resources.

• Block is the agricultural development unit and is expected to concentrate on agricultural produces most suited its agro-ecological, agro-edaphic and agro-climatic conditions.

• India does not have a “Block level agricultural development plan”, but it has attempted to establish “Comprehensive District Agricultural Development Plan (CDAP)” since 2008.

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NDA-II Government’s Intended Approach

1. Development through good governance2. Improving supply-side constraints on Agro and Agro-

based products, 3. Modernization of farming practices, 4. National land use policy, 5. Availability of real-time data on agricultural products, 6. Farm health management (soil health card), 7. “lab to land”, 8. “per drop more crop”, 9. Multi-skill development, 10.Youth led development, 11.Internet connectivity to villages, and 12.Digital India.

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National Agricultural Prices and Marketing Information System (NAPMIS)

There is a need to develop a platform for farmers to interact with: • Input Suppliers (Seeds,

fertilizers, pesticides, Machinery and credit)• Marketing Channels

(Wholesale Markets, Rural Markets, Commission agents/traders, processing industries etc),• Agricultural laborers • Agricultural extension

workers

Conclusion

This will go a long way to establish “Development 2.0 in Food and Agriculture” in India by 2020

and to have TSP (Technology, Society and Policy) impact on the agricultural sector to the tune of USD 40 Billion – 80 Billion in

2025, as predicted by the Mckinsey Global Research Report 2014.

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Challenges and OpportunitiesStrengths, Weakness, Opportunities and Thrust

(SWOT)

Where there is a will, there is a way

Digital Inclusion is essential for Socio-economic Changes : Rural India to

Shine, Smile and Roar

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