This study aims to identify gaps in the current Agri-input
marketing and service delivery systems, as well as the environmental impact of
the careless use of agrochemicals. It stresses the need for better agricultural
input marketing strategies that benefit Indian farmers and ensure they receive
fair returns. It also discusses how input companies can adopt responsible
marketing practices. The study examines current challenges in the agricultural
inputs market, focusing on issues related to accessibility, affordability, and
the quality of input. The goal is to develop sustainable solutions that improve
farmers' financial stability and support long-term growth in agriculture. While
modern agricultural inputs should be used scientifically, the technical aspects
of their application are often ignored, leading to serious environmental
problems. By exploring best practices and innovative marketing strategies, the
paper highlights the importance of collaboration among stakeholders, including
government agencies, input suppliers, and farmers' organisations. It is vital
to educate farmers on the importance of using the right inputs, in the correct
amounts, at the right times. Responsible marketing can be achieved through
transparent product information, clear communication of associated risks,
ethical sales practices, and training farmers on the proper and safe use of
agrochemicals. Promoting lawful use of these products remains critical. In
conclusion, the paper argues that a responsible marketing framework can empower
farmers, improve their livelihoods, and ultimately support sustainable
agricultural development in India.
Author(s) Details
S.S. Salokhe
Indira University, Pune, Maharashtra, India.
Please see the book here:- https://doi.org/10.9734/bpi/asti/v4/6121
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