The present study adopted purposive sampling to select 200 cauliflower-growing farmers from the Panipat and Sonipat districts of Haryana during 2021–22. The objective was to propose a comprehensive direct marketing model by identifying the key factors hindering the adoption of direct marketing practices. The analysis revealed that farmers face several constraints, including the absence of cold storage facilities, limited market access, and intense competition in direct-to-consumer sales. Based on these findings, the study proposes a direct marketing model that emphasizes the need for supportive government policies, investment in rural infrastructure, improved market linkages, access to training and modern technology, and consumer awareness about the benefits of buying directly from local producers. The model aims to enhance farmer participation in direct marketing channels, thereby improving profitability and reducing dependency on intermediaries.
Pareek et al. (Thu,) studied this question.