Explains the role of information and knowledge in agricultural marketing, shares the initiatives by Government, private, NGOs and farmers organisations, indicates ICT advances which transform agricultural research-extension-marketing scenarios.

1. Agricultural Marketing
Information System in India
Dr. Srinivasacharyulu Attaluri
National Institute of Agricultural Extension Management (MANAGE)
Hyderabad, India
For academic purpose only.

2. Outline
•Information Asymmetry
•Agricultural Information Flows
•Advances in ICTs and Open Access to Information
•Agricultural Marketing Information System in India
•Govt. Initiatives ,On-Line Commodity Exchanges, ICT-enabled
Services by Private Companies
•Price Discovery and Dissemination Systems
•Gramin Suvidha Kendra, DEMIC of TNAU
•Leveraging ICTs for Marketing Reforms – A Case of Karnataka
•eNAM – National Agriculture Market
•Linking Farmers to Markets, Consumers and Investors through
New ICTs and New Media
•Challenges.

3. Markets with Information Asymmetry
Noble Lauriat George Akerlof
•Information is Power
•IA is a situation in
which one party in a
transaction has more
or superior information
compared to another.

4. Agriculture & Food Markets in the Information Age
•Information in agriculture
and food markets is often
imperfect, incomplete,
inaccessible, asymmetrically
distributed, non-standardized
or costly to collect
•Rational decision-making,
utility maximization,
systematic interpretation of
information and optimal
choice are hampered.

5. • Supermarket/Large
Corporate Driven Food
Chains
• Cooperatives/Producer
Organizations/Other
Aggregations
• Laissez-Faire / Open,
Unorganized Markets /
Business as Usual
Each of these systems will define
Agriculture Related Information
Systems
Food Chains / Marketing Systems

6. Value Chain-Wise Learning
ConsumerRetailerWholesalerBrokerMillerTraderFarmer
Rice, Tur
ConsumerRetailerWholesalerBrokerTraderFarmer
Wheat
ConsumerRetailerWholesalerBrokerMillerTraderFarmer
Bajra, Jowar
Information is generated and consumed by every actor in the value-chain

7. Farmers
Extension Support
NARO
Researcher
Research
Manager
Policy Makers
Stakeholders
Traditional Information Flows in ARD

8. Consumer Fertilizer
Supplier
Farmer
Local
Transporter
Storage
Packaging
Bulk
Transporter
Retail Processing
Retail Marketing
Retail Packaging
Seed
Supplier
Pesticide
Supply
Market
Processing
Information Flows in Agricultural Markets

9. Consumer
Fertilizer
Seller
Farmer
Local
Transporter
Storage
Packaging
Bulk
Transporter
Retail Processing
Retail Marketing
Retail Packaging
Seed
Supplier
Pesticide
Supply
Market
Processing
Researcher
Farmers
Extension Support
NARO
Research
Manager
Policy Makers Stakeholders
Information Flows in Market-Linked Agriculture
From:Ajit Maru, GFAR/FAO, Rome

10. Advances in ICTs
•Wi-Fi….. Li-Fi
•Adaptable tools and
applications
•Advances in data storage
and exchange
•Open access movement
•Social media.
•Partnerships

11. Farming in the Cloud
New ICTs which will Change Agriculture

12. Harvesting Big Data
New ICTs which will Change Agriculture

13. Open Access Movement

14. Prescriptive Farming

15. Agriculture Internet of Things (IoT) and
Connected Agricultural Services
and Markets…….

16. Intelligent Agriculture
From:Ajit Maru, GFAR/FAO, Rome

17. Social Media and Mobile Apps

18. Opportunity

19. Agricultural Marketing Information
System in India

20. AGMARKNET

21. AGMARKNET
• A Central Sector Scheme of DMI
• For linking all important APMCS (Agricultural Produce Market
Committees), State Agricultural marketing Boards / Directorates
and DMI regional offices located throughout the country, for
effective information exchange on market prices
• A Step towards globalization of Indian Agriculture, Rural
Empowerment and Prosperity
• Included as a Mission Mode Project under National eGovernance
Plan-Agriculture (NeGP-A)
• Implemented by National Informatics Center- NIC
• Total Markets: 3241.

22. Salient Features of AGMARKNET
This project has the potential of expansion to about 7000
Wholesale Markets located through out the country and further to
30,000 Rural Markets in India.

23. State Agricultural Marketing Information Systems

24. State Agricultural Marketing Information Systems

25. State Agricultural Marketing Information Systems

26. e-Auction
•By the Tea-Board of India
•Used in six Auction Centres
(Kolkata, Siliguri, Guwahati,
Cochin, Coimbatore and
Coonoor).
•Manufacturers,
Warehouses, Auctioneers
and Buyers have been
provided with access to
various functionalities of the
system.
•e-Auction system integrates
the process starting from
creation of invoices till the
delivery of tea from the
warehouses.

27. On-line Commodity Exchanges

29. Private Market Information Services

30. Private Market Information Services

31. ICT-enabled Market Services

32. Reuters Market Light
• Provides highly
personalized
agricultural information
over mobile phones to
the farming community
• 1 million unique
subscribers so far in an
estimated 50,000
villages across 13 states
chose from more than
300 crops and about
1300 markets available
• Postal Network
• By Thomson Reuters.
www.reutersmarketlight.com/
» In 8 Languages
» On all telecom operators and handsets
» As per farmer's individual preferences
» Providing local content
» Through simple user interface
» Over the counter at low subscription cost
Rs.60- per month.
» All (content) as per the stage of the crop
cycle

33. • IFFCO Kisan Sanchar Ltd. empower
farmers and people living in rural
India with pertinent and high quality
information and services, through
affordable communication network
• IFFCO is a cooperative institution
having more then 40,000
cooperative societies as its members
and a base of 60 millions farmers
• Indian Farmers Fertilizer Cooperative
Limited (IFFCO), together with
telecom giant Bharti Airtel and Star
Global Resources Ltd.
IFFCO Kisan Sanchar Ltd
•5 free messages every day
•Voice messages
•Help line
•Call back facility
•Focused Communities
•Crop advice, weather, advice
on animal husbandry, rural
health initiatives, and the
availability of products such as
fertilizerhttp://www.iksl.in/

34. Price Discovery and Dissemination Systems

35. Price Discovery and Dissemination Systems

36. Price Discovery and Dissemination Systems

37. Price Discovery and Dissemination Systems

38. Krishidoot - Connecting Agri Communities

39. Krishidoot Impact Summary

40. Leveraging ICTs for Marketing
Reforms: A Case of Karnataka

41. • Rashtriya e Market
Services Private
Limited (ReMS) –
supported by Govt. of
Karnataka
and NCDEX Spot
Exchange Limited
• 55 markets
networked
End-to-End Market Solutions in Karnataka
Product Flow – Information Flow – Payment Flow
Courtesy: ReMS, Karnataka – from Tumkur Market, Karnataka (2015)

42. Towards Unified Market Platform in Karnataka

48. eNAM
A pan-India electronic trading portal which networks the existing APMC mandis to
create a unified national market for agricultural commodities.

49. eNAM

50. eNAM
• A national e-market platform for
transparent sale transactions and price
discovery.
• Liberal licensing of traders / buyers and
commission agents by State authorities .
• One license for a trader valid across all
markets in the State.
• Harmonisation of quality standards of
agricultural produce.
• Single point levy of market fees
• Provision of Soil Testing Laboratories in/ or
near the selected mandi to facilitate
visiting farmers to access this facility in the
mandi itself.

51. Linking Farmers to Markets,
Consumers and Investors through
New ICTs and New Media

72. Challenges
• Information is available with time lag
• Information is not linked to local grades and
standards
• Price range is available, little use to farmers
• Needs interpretation of price data / information
to make better decisions
• Gap in effective use of information by farmers or
by extension functionaries.

73. s.attaluri@manage.gov.in
Thanks
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