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Agriculture is the backbone of the Indian economy. It contributes approx 25 % of National Gross Domestic Product (GDP). In India, agricultural product is the 4th largest exported principal commodity with a share of 10 % of total exports. Over 58 % of the rural households depend on agriculture as their principal means of livelihood. Agriculture, along with fisheries and forestry, is one of the largest contributors to the Gross Domestic Product (GDP). In today’s scenario, agricultural marketing is necessary not only to boost India’s economy but also for the welfare of farmers. It is the economic process through agricultural goods is exchanged. Agricultural Marketing comprises of all operations involved in the movement of the agricultural produce from the producer to the final consumer. Thus, agricultural marketing is a specific part of marketing which is related to agricultural products. There are some measures taken by Indian Government to improve agricultural marketing system in India. The Government of India has introduced the regularized and controlled mandis to protect the farmers from illegal and unhealthy trading practices, gradation of agricultural produce, standardization of weights and measure, establishment of co-operative marketing societies, advertisement of agricultural marketing information, facility of warehouses, stability in price, finance facilities etc.

The book “Agricultural Marketing” has been written for the graduate & post graduate management students of Indian institutions as well as for the institutions outside India who are interested on Indian agricultural market. It clearly explains the fundamentals of the subject and is designed to give an insight to the students with Indian examples. The book is written in simple language so that it can be understood by the students easily. Almost all the topics on agricultural marketing have been covered in this book. The syllabus of the various universities in India has been covered and the book will be useful for the each and every students. Important questions have also been added with this book which supplemented with brief examples of cases for the understanding of the students & academicians.

Contents: 1. Introduction to Agricultural Marketing. 2. Agricultural Economics. 3. Agricultural Finance. 4. Role of Information and Communication Technologies (ICT). 5. Important Areas of Agricultural Marketing. 6. Agricultural Marketing Infrastructure. 7. Supply Chain Management in Agri-Business and Trading of Agricultural Commodities. 8. An Introduction to Rural Marketing.