Emerging Retail Sector in Agricultural Marketing

In view of the changes in the marketing system in Indian agriculture, corporate have entered agricultural markets with a "farm to fork retail plan" and to promote an efficient supply chain through backward and forward integration. This paper is a case study on marketing of onions by Deepak Fertilizers Petro Chemical Limited and its comparison with traditional marketing. The paper observed that, farmers selling to Deepak fertilizers received a net price which was 9 percent higher than those who sold to regulated markets because they did not incur marketing costs. However, marketing operations of Deepak Fertilizers are very limited and restricted only to purchase of superior produce. These constraints must be overcome by spread of its extension services. [PUBLICATION ABSTRACT]