Unveiling the Complexities of the Agricultural Marketing System in India: A Crucial Step Towards an Efficient Marketing System

Background: The process of marketing agricultural produce is a labyrinth of complexities. Indian farmers encounter numerous challenges in their quest for a fair price for their produce. The need for a robust marketing system to reward their efforts is not just pressing but urgent. This study was undertaken to identify the challenges various agriculture marketing models face in the region and propose a new, more efficient model. Methods: The present study is explorative research in nature and primary data is collected from 1086 farmers, 11 APMCs, 25 FPCs, 2 retailers and 10 farmers’ markets in the Pune district. Result: This study unveiled the challenges faced by farmers in adopting non-conventional marketing models. However, these challenges can be overcome with the right encouragement and training. The study’s findings confirmed that combining conventional and non-conventional marketing models can empower farmers in the evolving landscape. They also presented an opportunity to understand the emerging challenges in Indian agriculture and offer a promising path toward doubling farmers’ income in India.