Dynamics of Agricultural Marketing in Manipur: Insights from India's Easternmost State

Abstract

This study examines agricultural marketing in Manipur emphasizing its crucial role in economic development. Despite technological progress, inadequate marketing facilities hinder agricultural growth in these regions. The study identifies challenges like small landholdings, illiteracy, and trader dominance, affecting cultivators' profits. Utilizing both primary and secondary data, it analyses production, distribution channels, and productivity issues, proposing measures to enhance marketing and productivity. Historically, agricultural marketing reforms were neglected, highlighted by the National Commission on Agriculture in 1976. Recent advancements in digital technologies have improved supply chain efficiency, reducing transaction costs and enhancing market access for small farmers. Big data and analytics offer insights into market trends, aiding decision-making. Sustainable practices like eco-friendly packaging and fair-trade products align with consumer demand and promote long-term agricultural sustainability. However, agricultural marketing in Manipur remains disorganized, dominated by private traders, and constrained by infrastructure and financial limitations. Strategic measures such as improved storage, transportation, credit facilities, and farmer training programs are crucial to enhancing market efficiency and profitability, ultimately boosting agricultural productivity and economic well-being in India's Easternmost State, Manipur.