International Journal of Education and Management Studies

T. Nivetha ¹, T. Samsai ¹, M. Kandeeban ¹

Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, IN

Abstract

India is an agricultural country with huge farming population depending heavily on agriculture and allied activities. Nearly 92 % of operational holdings in Tamil Nadu being small and marginal holdings they have limited capacity to mobilize credit, adopt latest technologies and add value to their agricultural produce. Market inefficiency that reduces the producers share in consumer's rupee giving less remunerative prices to the farmers. Farmer producer company (FPC) is one such and relatively new legal entity of the producers of any kind, viz., agricultural produce, forest produce, artisan products, any other local produce where the members are primary producers. This study explored the status and marketing practices of FPCs followed in Namakkal district of Tamil Nadu. The sample respondents are FPCs and retailers who are involved in the sale of FPCs products. Purposive sampling method was used for collecting data by using structured interview schedule. Percentage analysis and Garrett's ranking techniques were used in analyzing the data. The results showed that the processors in FPCs should try to reduce the cost of their produce, so that it could attract all income peoples to purchase FPCs products. The profit percentage has been less for retailers through FPCs products. The retailers should have to develop competitive market promotion measures to create awareness to the consumers about the FPC value added products. Providing discounts, offers and new combo packs for FPC products should be promoted to attract the consumers.

Keywords

Farming Population, Agricultural Activities, Farmer Producer Company.

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