Umbrella Branding to Solve Marketing Issues Faced by Punjab Farmers, Says Manjit Brar in a Video Conference by PHDCCI

PHD Chamber of Commerce and Industry held a video conferencing on the topic ‘Changing Dimensions of Agri Marketing Post Covid-19’ in which, many scholars and dignitaries from the world of agriculture marked their presence.  

While addressing the Video Conference, the Chief Guest, Mr. Manjit Singh Brar, IAS, MD, Punjab Agro Industries Corporation Ltd. said, “Umbrella branding can solve marketing issues being faced by Punjab farmers.” He also said that quality assurance is the main concern of consumers today but individuals cannot provide this assurance. Therefore, umbrella branding of various products at a good platform can be the answer as this will create a strong marketing chain and help in tapping various markets in India and also help in export of agri products. He said that organic products are becoming popular now but as agri products are perishable, a good sale and distribution network is required for them.  He said that PAIC is launching App linked to certification, branding and traceability of various agri products to help the farmers. 

Addressing the webinar, the Guest of Honor, Mr. Kamaldeep Singh Sangha, IAS, MD, MILKFED said that quality and safety of food items is the main concern of consumers, especially during the Covid-19 pandemic.  The consumers prefer properly packed food items with minimum human touch. It is for this reason that the unorganized sector is facing difficulty in marketing of their produce. He informed that to help the milk producers during the lockdown, MILKFED has been lifting 40% more milk as compared to the same period last year.  He wondered if California almonds can be sold in India then why quality agri produce cannot be sold in other countries. He said that proper branding of products is important for exports. 

Various experts from POSCON Jalandhar; Progressive  Dairy Farmers Association ; UNATI; PAU Ludhiana; FAPRO Hoshiarpur; Kisan Club; Progressive Bee Keepers Association; Vegetable Growers Association of India; Apni Kheti; Innovative Fish Farmer Association (IFFA); Global Self-Help Group and Progressive Pig Farmer Association (PPFA) shared their views with the Progressive farmers and Industry members and said there is need to change the mindset of farmers because post Covid marketing of agri produce will require innovation. They said that if supply chains are properly organized where role and responsibility of every person is defined, then marketing is not a problem.  It was informed that it is better for farmers to sell their produce directly on social platforms.