The examples for emerging alternate marketing channels are as follows:
- Farmers directly sell their agricultural produce to consumers.
Example: Apni Mandi in Punjab, Haryana, and Rajasthan, Rythu Bazars (vegetables and fruits markets) in Andhra Pradesh, Uzhavar Sandhai – (a farmers market) in Tamil Nadu.
- Agricultural contracts several domestic and multinational companies entering agreements with Indian farmers in which farmers are encouraged to grow farm products (vegetables andfruits) of desired quality by providing them with not only seeds and other inputs but also assured procurement of the produce at predecided prices.
The main benefits of alternative agricultural marketing channels are:
- The farmers get seeds and other agricultural inputs.
- Farmers are assured of procurement of agricultural products at predecided prices.
- Help in reducing price risk of farmers.
- Expansion of markets for farm products in India and abroad.
