Strengthening of Market led Extension activities in Agri and allied sectors: Harnessing stakeholder Managerial Skills for conducting Market led extension activities in Telangana state
Authors:   Department of Agricultural. Extension Professor Jayashankar Telangana State Agricultural University, Rajendranagr Hyderabad-30, Telangana, India., KUMAR T.V , SREENIVASULU M. ,   Department of Electronic Wing Professor Jayashankar Telangana State Agricultural University, Rajendranagr Hyderabad-30, Telangana, India., RANI V. SUDHA ,   Director of Extension Professor Jayashankar Telangana State Agricultural University, Rajendranagr Hyderabad-30, Telangana, India., VIDYASAGAR G.E.CH ,   Department of Agronomy Professor Jayashankar Telangana State Agricultural University, Rajendranagr Hyderabad-30, Telangana, India., CHARY D.SRINIVASA ,   Department of Mathemetics and Statistics Professor Jayashankar Telangana State Agricultural University, Rajendranagr Hyderabad-30, Telangana, India.
Published: December 2024

Presently Agricultural marketing system in India suffers from a number of constraints which are either infrastructure or Government regulation related or technology-related or related to poor information on domestic and overseas markets and opportunities or related to unstable and uncertain produce prices or related delayed and late payment to producers and finally related to low producer’s realization. Under these circumstances, a Second Green Revolution is expected to clear the mess and keep the nation on the right path. In order to improve the marketing system encouraging cooperative marketing, establishing regulated markets, and grading, storage, and warehousing are essential. In this connection, the role of Market Led Extension is pivotal in promoting agricultural marketing activities. Market-led Extension is a market market-oriented extension system that informs, stimulates, and guides the farmer’s right from the selection of an enterprise to the marketing of the produce with the purpose of getting an optimum return out of the enterprise. The present study focused on the Managerial ability of stakeholders for Market-led Extension, it was conducted with 245 respondents in seven different districts of Telangana state. For the selection of respondents, a multi-stage random sampling method was used. From each district 20 farmers, 5 APMC office bearers, 5 Agricultural officers, and 5 Traders. A total of 140 farmers, 35 APMC office bearers, 35 Agricultural officers, and 35 Traders were selected as respondents for the current study. From the study, it was concluded that the majority of the farmers had medium (32.86%) to low (27.14%)managerial ability for market-led extension, majority of the APMC office bearers had low (37.14%) to very low (31.43%)managerial ability for market-led extension, majority of the AOs had medium (42.86%) to low (28.57%)managerial ability for market-led extension and a majority (34.29%) of the Traders had low Managerial ability for a market-led extension. It could be improved by giving trainings to the respondents. Government should promote the formation of farm cooperatives including FPOs through the Department of Agriculture and KVKs, and motivate the farmers to link the FPOs to the big traders for easy marketing of crop produce