Upload
hema-yadav
View
44
Download
3
Tags:
Embed Size (px)
Citation preview
New role of APMCs(In the context of liberalisation for direct marketing, private market yards, and contract farming
National Institute of Agricultural marketing Jaipur
New role of APMCs- outline of the presentation Shift from salesmanship to marketing Dealing with Service product-intangibility,simultaneity Marketing extension Promotion of direct marketing, contract farming,
processing- leading to export, better returns to farmers, reduction of transaction costs etc.
Promotion of grading and standardisation Making the traders association responsible GAP,HACCP,GHP,traceability etc. especially from
export point of view Professionalisation of management Transparency in dealing/ auctioning Providing infrastructure and efficient services
( Promotion of PPP mode)
dealing with a service product Marketers of services face a bigger
challenge due to unique nature of services-intangibility, heterogeneity, inseparability, perishability
Go beyond 4 Ps- product, price,promotion and distribution (Place) .Also people, process and physical evidence
Key Marketing issues The unique characteristics of services
present some key marketing issues Managing differentiation amongst services
( offer, delivery, image, service premises, packaging, personnel, tools and equipment used, customer, convenience, name of the organisation)
Managing productivity (Commitment, High standards , Monitoring system, Customers’ complaint )
Managing service quality(technology,selection & training, standardisation of services, customer’s involvement, employees’ skill utilisation)
Internal marketing
External marketing
Organization
Internal Marketing
Front Line
EmployeesCustomers
MARKETING EXTENSION
Marketing extension is the order of the day in the post-WTO regime
The incidence of huge post harvest losses can be attributed to poor marketing extension to a large extent.
Role of APMC Advice on production planning:- careful selection of the
crop from marketability viewpoint-internal or export Marketing information:- price and arrivals, forecasting of
market trends, demand of other markets, facilities available in the target markets, quality requirements, market fees etc.
Securing markets for the farmers:-Awareness about regulated market laws and reforms, Information regarding procurement by Govt. agencies, contract farming arrangement for cash crops with wholesalers, processors etc.
Advice on improved marketing practices:- packaging, appropriate storing methods, standardization and grading and other post harvest management practices such as maintenance of quality, awareness about post-harvest losses etc.
Role of APMC Advice on establishing and operating
markets:-Farmers groups to set up and run their own markets within framework of rules
Processing and value addition:- Farmers to be educated about value addition through primary processing
Group action:- Promotion of informal groups and Self Help Groups(SHGs)
Marketing Credit:- Educating farmers about different schemes of marketing credits, Advice on warehousing with pledge finance scheme
Problem solving methods: micro-level Marketing extension for export market: WTO
implications, Codex, HACCP, Euro gap standards, Awareness on ill effects of pesticide/insecticides residue etc.
Promotion of Direct Marketing, contract farming, processing
Less than 2% of f & v processed in India, as against 65% in USA, Brazil, Phillipines, South Africa and 83% in Malaysia
Similarly the extent of value addition is 7 % in India as against 23% in China and 88 % in UK
Area & production of agri products
Area and production of Agricultural products(Production in million tonnes)
2186Cattle (million)
10.85Tea
2245Sugarcane
115Pulses
325Edible Oilseeds
282Vegetables
247Fruits
191Milk
329Coarse grains (including maize)
2124Rice, Paddy
272Wheat
155Irrigated Land (Million ha)
2151Arable Land (Million ha)
India’s Rank in World Production
India
0
10
20
30
40
50
60
70
Marin
e Rice
oilmeal Wheat
Cashe
w Tea
Meat
&Pre
peratio
ns Spices
Sugar
Coffe
e
Fresh
Vegeta
bles
Fresh
Fruits
Guarg
um Me
al
Proces
sed Fr
uitJui
ce Proces
sedveg
etable
s
15 major food items of export(INR billion Rs)
APMC role in contract farming
Provisions of a model agreement- sensitisation
Awareness about dispute redressal mechanism.
Collection of market intelligence data about contract farming
Registration of contracts, whre authised
Promotion of grading and standardisation
Bureau for grades and standards- feeding information and working in close coordination with the Bureau
Awareness about existing grades and standards.
Identification of commodities and preparation of proposals for preparation of grades and standards.
Making the traders association responsible
Feedback about policy issues Involvement in waste disposal and
management. role in maintenance of food safety
and quality Role in ensuring transparency in the
business Role in training of the farmers
GAP,HACCP,GHP,traceability etc. especially from export point of view
Testing facility in the premises of APMC
Awareness about the quality management tools amongst the stakeholders.
Big APMCs can set up training centres with an attached laboratories
Professionalisation of management
Appointing professional managers as CEOs from the panel prepared by the Board
Computerisation Computerised linkage of fees with the
arrivals through automation Service orientation
Transparency
Auctioning Allocation of shops etc. Computerised linkage of market fees
with arrivals
Providing infrastructure and efficient services ( Promotion of PPP mode
Outsourcing Infrastructure in the premises in PPP
mode. Collection centres in PPP mode. Transportation, grading and packing
units etc. in PPP mode.
STOCK TAKING ( Laws / rules across states)
Status of APMC Act AmendmentsStates/ UTs having Amended Acts –1. Andhra Pradesh2. Arunachal Pradesh 3. Assam4. Chhattisgarh5. Goa6. Gujarat 7. Himachal Pradesh8. Karnataka9. Madhya Pradesh10. Maharashtra11. Nagaland 12. Orissa13. Punjab/ UT of Chandigarh 14. Rajasthan15. Sikkim16. Tripura &17. Uttar Pradesh18. Jharkhand
Reportedly no Amendment Needed –• Tamil Nadu ?
Partially Amended –• Haryana (Only Contract Farming) &• NCT of Delhi (Only Direct Marketing)
Amendment Bills under active finalization –, Uttarakhand, West Bengal, NCT of Delhi & Puducherry
Remaining States – Haryana, J&K, Meghalaya & Mizoram
States/ UTs with no APMC Act – Bihar (repealed w.e.f. 01.09.2007), Kerala, Manipur and UTs of Andaman & Nicobar Islands, Dadra & Nagar Haveli, Daman & Diu & Lakshadweep
Initiative for New Markets
Initiative for setting up of new market by any person, local authority or grower
States which have adopted the suggested provision: Chhattisgarh, Goa, M.P., Nagaland, Sikkim,
Tripura
States which have not adopted it: A.P., Arunachal Pradesh, Assam, Gujarat, H.P.,
Karnataka, Maharashtra, Orissa, Punjab/ UT of Chandigarh, Rajasthan, T.N., Uttar Pradesh
Special Markets
Provisions for setting up of Special Market and Special Commodity Market
States which have adopted the suggested provision: A.P., Gujarat, Maharashtra, Nagaland, Sikkim,
T.N., Tripura, Uttar Pradesh
States which have not adopted it: Arunachal Pradesh, Assam, Chhattisgarh, Goa,
H.P., Karnataka, M.P., Orissa, Punjab/UT of Chandigarh , Rajasthan
PPP in Management ActivitiesSet up and promote public-private partnership in
management of the Agricultural Markets States which have adopted the suggested provision: H.P., Karnataka, Nagaland, Sikkim
States which have not adopted it: A.P., Arunachal Pradesh, Assam, Chhattisgarh, Goa,
Gujarat, M.P., Maharashtra, Orissa, Punjab/UT of Chandigarh , Rajasthan, T.N., Tripura, Uttar Pradesh
PPP in Market Extension ActivitiesTo promote Public-Private Partnership in
Extension activities of Market Committee States which have adopted the suggested provision: A.P., H.P., Karnataka, Nagaland, Sikkim
States which have not adopted it: Arunachal Pradesh, Assam, Chhattisgarh, Goa,
Gujarat, M.P., Maharashtra, Orissa, Punjab/UT of Chandigarh , Rajasthan, T.N., Tripura, Uttar Pradesh
E-tradingTo promote and encourage e-trading, market committee may
establish regulatory system, create infrastructure and undertake other activities and steps needed thereto
States which have adopted the suggested provision: Gujarat, H.P., Karnataka, Nagaland, Punjab/ UT of
Chandigarh, Sikkim, Uttar Pradesh
States which have not adopted it: A.P., Arunachal Pradesh, Assam, Chhattisgarh, Goa
(only defined), M.P., Maharashtra, Orissa, Rajasthan, T.N., Tripura
CEO of Market CommitteeSecretary to be Chief Executive Officer of Market Committee.
CEO shall be appointed by the market committee from the panel maintained by Director/Board which may include
professionals from open market States which have adopted the suggested provision: Nagaland, Sikkim
States which have not adopted it: A.P., Arunachal Pradesh, Assam, Chhattisgarh, Goa,
Gujarat, H.P., Karnataka, M.P., Maharashtra, Orissa, Punjab/UT of Chandigarh, Rajasthan, T.N., Tripura, Uttar Pradesh
Contract Farming
Contract Farming Sponsor shall register himself with the Market Committee or with a prescribed officer in such a
manner as may be prescribed
States which have adopted the suggested provision: A.P., Arunachal Pradesh, Assam, Goa, H.P.,
Karnataka, Maharashtra, Nagaland, Orissa, Rajasthan, Sikkim, Tripura, Uttar Pradesh
States which have not adopted it: Chhattisgarh, Gujarat, M.P., Punjab/UT of
Chandigarh, T.N.
Contract FarmingThe Contract Farming Sponsor shall get the contract farming
agreement recorded with the prescribed officer
States which have adopted the suggested provision: A.P., Arunachal Pradesh, Assam, Chhattisgarh, Goa,
Gujarat, Karnataka, M.P., Maharashtra, Nagaland, Orissa, Rajasthan, Sikkim, Tripura, Uttar Pradesh
States which have not adopted it: H.P., Punjab/UT of Chandigarh, T.N.
Contract FarmingNo title, rights, ownership or possession shall be transferred
or alienated or vest in the contract farming sponsor or his successor or his agent as a consequence arising out of the
contract farming agreement
States which have adopted the suggested provision: Arunachal Pradesh, Assam, Goa, Maharashtra,
Nagaland, Orissa, Rajasthan, Sikkim, Tripura, Uttar Pradesh
States which have not adopted it: A.P., Chhattisgarh, Gujarat, H.P., Karnataka, M.P.,
Punjab/UT of Chandigarh, T.N.
Contract FarmingDispute Settlement Mechanism
States which have adopted the suggested provision: A.P., Arunachal Pradesh, Assam, Chhattisgarh, Goa,
Gujarat, Karnataka, M.P., Maharashtra, Nagaland, Orissa, Rajasthan, Sikkim, Tripura, Uttar Pradesh
States which have not adopted it: H.P., Punjab/UT of Chandigarh, T.N.
Contract FarmingExemption of market fee on the sales to the Contract Farming
Sponsor taking place out side the market yard under the Contract Farming agreement
States allowing direct sale of produce under Contract Farming:
Arunachal Pradesh, Goa, H.P., Karnataka (fee
reduced by 30%), Maharashtra, Nagaland, Orissa, Punjab/UT of Chandigarh (fee exempted under the
Rules), Rajasthan, Sikkim, Tripura States which have no provision on contract farming: Tamil Nadu
Following States have not exempted market fee:A.P., Assam, Chhattisgarh, Gujarat, M.P., Himachal
Pradesh, T.N., Uttar Pradesh
Contract FarmingSpecification of Model Agreement for Contract Farming
States which have adopted the suggested provision: Chhattisgarh, Goa (as may be prescribed), Gujarat,
Karnataka (as may be prescribed), M.P., Maharashtra (Rules), Nagaland, Rajasthan, Sikkim,
Tripura, Uttar Pradesh (as may be prescribed)
States which have not adopted it: A.P., Arunachal Pradesh, Assam, H.P., Orissa,
Punjab/UT of Chandigarh, T.N.
Single point levy of Market FeeMarket fee shall not be levied for the second time in any
market area of the State by market committee
Market fee not to be levied more than once in commercial transactions between traders or to consumers
States which have adopted the suggested provision: Chhattisgarh, Goa, H.P., M.P., Nagaland, Punjab/UT
of Chandigarh, Sikkim
States which have not adopted it: A.P., Arunachal Pradesh, Assam, Gujarat,
Karnataka, Maharashtra, Orissa, Rajasthan, T.N.,
Tripura, Uttar Pradesh
Registration of Market FunctionariesRegistration (not licensing) of market functionaries and single
registration for trade/ transaction in more than one market
States which have adopted the suggested provision: Assam, Chhattisgarh, Goa, H.P., Maharashtra,
Nagaland, Sikkim
States which have not adopted it: A.P., Arunachal Pradesh, Gujarat, Karnataka, M.P.,
Orissa, Punjab/UT of Chandigarh, Rajasthan, T.N., Tripura, Uttar Pradesh
No Commission Agent No commission agent shall act on behalf of agriculturist seller
and no deduction to be made towards commission
States which have adopted the suggested provision: Chhattisgarh, Nagaland, Sikkim
States which have not adopted it:
A.P., Arunachal Pradesh, Assam, Goa, Gujarat, H.P., Karnataka, M.P., Maharashtra, Orissa, Punjab/UT of Chandigarh, Rajasthan, T.N., Tripura, Uttar Pradesh
Private Market / Direct Marketing
Establishment of private market yard and
direct purchase from farmers States which have adopted the suggested provision:
A.P., Arunachal Pradesh, Assam, Goa, Gujarat, H.P., Karnataka, M.P.(can be done under the bye-laws), Maharashtra, Nagaland, Orissa (excluding for paddy/ rice), Punjab/UT of Chandigarh (not for direct purchase), Rajasthan, Sikkim, Tripura, Uttar
Pradesh
States which have not adopted it: Chhattisgarh, T.N.
Consumer /Farmer Market
Establishment of consumer/ Farmer market States which have adopted the suggested provision:
Arunachal Pradesh, Assam, Goa, Gujarat, H.P., Karnataka, Maharashtra, M.P.(can be done under the bye-laws), Nagaland, Punjab /UT of Chandigarh (only enabling provision) Rajasthan, Sikkim,
Tripura, Uttar Pradesh
States which have not adopted it: A.P., Chhattisgarh, Orissa, T.N. (being set up under
Executive Orders)
Market Fee Exemption
Power to grant exemption from market fee by the
State Government
States which have adopted the suggested provision:
A.P., Chhattisgarh, Goa, Gujarat, M.P.,
Maharashtra, Nagaland, Sikkim
States which have not adopted it: Arunachal Pradesh, Assam, H.P., Karnataka, Orissa,
Punjab/UT of Chandigarh, Rajasthan, T.N., Tripura, Uttar Pradesh
Market Extension Cell & Agricultural Produce
Marketing Standards Bureau Setting up of separate Market Extension Cell in the Board
Establishment of State Agricultural Produce Marketing
Standard Bureau States which have adopted the suggested provision:
Nagaland, Sikkim
States which have not adopted it: A.P., Arunachal Pradesh, Assam, Chhattisgarh, Goa,
Gujarat, H.P., Karnataka, M.P., Maharashtra, Orissa, Punjab/UT of Chandigarh, Rajasthan, T.N., Tripura, Uttar Pradesh
THANK YOU