Marketing of Hybrid Paddy Seeds in Saharsa District of Bihar, India

Agriculture plays an important role in the Indian economy. India has a dominant position in the production of paddy next to China at the world level. Bihar is one of the major paddy-producing states in India. The present study was conducted in the year 2021-2022 at the Saharsa district of Bihar. A sample of hybrid paddy-growing farmers from six villages was selected purposively. Thus making a sample size of 100. The results showed that the majority of the respondents of the hybrid paddy growers belongs to the medium adoption category. With agriculture being one of its strongest sectors in the Indian economy, the state also achieves significantly high agricultural production every year. About 80 per cent of the state’s population is employed in agriculture, which is much higher than the corresponding average figure for India as a whole. Agricultural marketing plays a vital role in the agricultural development of the state which is a pre-requisite for development in other sectors and also for the overall development of the economy of the state. Therefore this paper attempts to analyse the production and marketing system of paddy seeds like marketing channels and marketing problems faced by the farmers in the study area. In this study, it comes out that Bihar is predominantly a Retailer influenced market. The farmer purchases the products at the suggestion of retailers. So, the company should build strong relationships with dealers, which are influenced by more margins, by providing more incentives and more of other benefits.