• Dr. Karuna Gole
• Shinde Amol
• Nalange Tushar

Indian agricultural marketing is poor and defective. Farmers not getting reasonable price for their produce. Mostly Indian farmers are illiterate or can easily fooled by money lenders, middle-man, traders etc. Most of the margin of farmers taken by middleman results in loss of farmers and customers getting product at high price. Also, there is lack of processing machinery and storage facilities so they have to sell their produce immediately after harvesting. In Indian agriculture market there is no proper grading and standardization system for agriculture prodcue and lack of infrastructure like roads and transportation system made available.There is need of change in agricultural marketing so farmers should adopt concept like contract farming, Direct marketing, Private wholesale market, organized retailing, FPO (Farmer Producing Organization), Co-operatives in Agricultural Marketing like AMUL. This can be results into Monetizing the produce, Market growth, Capital formation and investment in technologies, Increase in revenue generation, Market expansion, Export and foreign exchange. Need of change is agricultural marketing is serious issue. New innovative ideas can change the life style of the farmers. In the current study researcher has tried to understand the present marketing techniques used by farmers to increase their revenue. But due to fast changing market scenario the companies and every one doing business needs to keep updating the marketing techniques on regular basis.

Agriculture marketing, marketing techniques

"“STUDY OF MARKETING AND NEED OF CHANGE IN MARKETING TECHNIQUE FOR AGRICULTURAL PRODUCE.”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.1-6, May-2019, Available :http://www.jetir.org/papers/JETIRBL06001.pdf

"“STUDY OF MARKETING AND NEED OF CHANGE IN MARKETING TECHNIQUE FOR AGRICULTURAL PRODUCE.”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp1-6, May-2019, Available at : http://www.jetir.org/papers/JETIRBL06001.pdf