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Increased Income to Farming Community through Direct Marketing

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  • Raghuraja, J.
  • Devaraja, T. N.

Abstract

ICAR-Taralabalu Krishi Vigyan Kendra, Davanagere initiated innovative marketing strategies for enhanced income to the farmers. The present study focused on analysis of these marketing strategies. The Saturday Organic Weekly Bazaar started during 2013 for organic growers to sell their produce directly to consumers without the involvement of middlemen. The weekly bazaar is making average turnover of Rs. 65865.00 per week from 8 entrepreneurs. The procurement and direct marketing vegetables was initiated through 3 Farmers Producer Organizations. During lockdown period of 2020, 25.23 t of vegetables procured from farmers and sold directly to the consumers in Davanagere city. Total procurement cost Rs. 504600.00 gross earning Rs. 630750.00 gross income Rs. 126150.00 (@ 25% margin), the net income was Rs. 113535.00 (average operational cost @ 10%). KVK is facilitating the marketing of safely ripened mango. In the last 3 years 1.1 t, 2.5 t and 8.5 t of mango was sold directly to consumers earning gross income of Rs. 66000.00 Rs. 200000.00 and Rs. 850000.00 respectively. These marketing interventions initiated by KVK are small steps to increase the producer share in the consumers price and bring in marketing orientation among farming community.

Suggested Citation

  • Raghuraja, J. & Devaraja, T. N., 2022. "Increased Income to Farming Community through Direct Marketing," Asian Journal of Agricultural Extension, Economics & Sociology, Asian Journal of Agricultural Extension, Economics & Sociology, vol. 40(9), pages 1-4.
    • Handle: RePEc:ags:ajaees:367037
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    References listed on IDEAS

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    1. Brinson, Ayeisha & Lee, Min-Yang & Rountree, Barbara, 2011. "Direct marketing strategies: The rise of community supported fishery programs," Marine Policy, Elsevier, vol. 35(4), pages 542-548, July.
    2. Daniel A. Lass & Nathalie Lavoie & T. Robert Fetter, 2005. "Market Power in Direct Marketing of Fresh Produce: Community Supported Agriculture Farms," Working Papers 2005-2, University of Massachusetts Amherst, Department of Resource Economics.
    3. Lass, Daniel A. & Lavoie, Nathalie & Fetter, T. Robert, 2005. "Market Power in Direct Marketing of Fresh Produce: Community Supported Agriculture Farms," Working Paper Series 14514, University of Massachusetts, Amherst, Department of Resource Economics.
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