MARKETING RESEARCH & INFORMATION NETWORK

OBJECTIVES

  The DMI is implementing this new scheme through NIC since March, 2000 with the following objectives - (a) to establish a nationwide information network for speedy collection and dissemination of market data for their efficient and timely utilization, (b)  to facilitate collection and dissemination of information related to better price realization by the farmers, (c) to sensitize and orient farmers to new challenges in agricultural marketing by using ICT as a vehicle of extension, (d) to improve efficiency in agricultural marketing through regular training and extension for reaching region specific farmers in their own languages, (e) to provide assistance for marketing research to generate marketing information for its dissemination to farmers and other market functionaries to create an ambience of good marketing practices in the country.   The network will cover market related information, infrastructure related information, price related information and promotion related information.

 SALIENT FEATURES

 The network linked  735 important agricultural produce markets in the country during IX Plan.  Necessary computer hardware and software have been supplied to all the nodes and a user-friendly software package “AGMARK” has been implemented in all these markets.  The project is being executed with the technical support of NIC. With the help of the software package, the State Agricultural Marketing Boards/Departments/Markets are collecting the desired market information and passing on the same to Head office of DMI for onward dissemination.  For easy interface with farmers and other beneficiaries, a portal - AGMARKNET (http://agmarknet.nic.in) has been developed to serve as a single window for accessing agricultural marketing related information.  Besides prices and arrivals, the site provides weekly trend analysis, linkage to commodity exchanges, FAO, IFFCO website etc. The site is constantly being enriched.  Dissemination of information in local languages and undertaking market-led extension activities are the other important components of this scheme.

ACHIEVEMENTS

The scheme was approved during March, 2000. 810 nodes comprising the State Agricultural Marketing Departments/ Boards/ Markets and Offices of the DMI were covered by the end of March, 2002 i.e. the end of IXth Plan.  During 2001-02 and 2002-03, 735 agricultural produce markets, 48 nodes at State Agricultural Marketing Boards/ Department and 27 nodes at the offices of DMI (total 810 nodes) were covered in the country under the scheme. State-wise markets connectivity is indicated at http://agmarknet.nic.in/mkt_covered.htm  . Till April, 2005 computing facilities have been provided to 1270 markets and  the same are progressively being networked. 700+ markets are reporting data to the AGMARKNET portal regularly.    The data received is being displayed on the website http://agmarknet.nic.in.  Software packages are being developed in all regional languages for easy understanding of the farmers.

The important commodities identified for daily monitoring of arrivals and prices under the scheme, for the present are – Cereals (Wheat, Maize, Paddy, Rice & Jowar), Pulses (Bengal Gram, Red Gram, Green Gram, Black Gram), Spices (Ginger, Garlic, Chilies (Red)), Fruits (Mango, Apple, Orange, Banana, Pineapple, Grapes), Vegetables (Onion, Potato), Fibers (Cotton, Jute), Oilseeds (Groundnut, Mustard, Soyabean, Sunflower, Sesame).  However, while implementing the project at various markets, it was realised that there are several other commodities of local importance.  Therefore, in consultation with the markets, the scope of coverage was enlarged.  The commodity database now contains 300+ commodities and about 2000 varieties categorized into 14 groups.

In accordance with the rationalization of the Plan Schemes in the Department, the Schemes of Estimation of Marketable surplus and Post-Harvest Losses of foodgrains, Research Grants and Agricultural Marketing Information Network have been merged together during 2003-04 with new nomenclature ‘Marketing Research and Information Network’.  In the Tenth Plan, the scheme is proposed to cover 2000 more markets with an outlay of Rs.35 crores and to utilize the network for market-led extension.   Computing facilities are expected to be extended to 1000+ markets by the end of 2004-05.  The operationalization process involving networking and training will be continued in 2005-06.

Necessary computing facilities for evolving State level portals are being provided to different States.  So far, such facilities have been provided to 8 States as per the proposals received from them.  Efforts are being made to disseminate information in local language also. 

Under Market-led extension/ research activities commodity profiles on Paddy/ Rice, Bengal Gram, Red Gram,  Rapeseed/ Mustard, Mushroom with reference to Himachal Pradesh and Livestock Exchange Markets in Rajasthan have been prepared and published on the portal.  Funds have also been provided to 16 States/ Institutes for carrying out market-led extension activities based on their requests. Necessary spatial and non spatial data is being created to gradually evolve a GIS based National Agricultural Market Atlas.