'Boosting Marketing Support Crucial for Local Farmers,' Says IAS Rakesh Ranjan at NABARD Agri Expo

The National Bank for Agriculture and Rural Development (NABARD) concluded a three-day agricultural exhibition at Dilli Hatt, INA from December 27-29, 2023, centered around the theme 'Nurturing Collective Growth in Agriculture'. The event, supported by the Government of India's flagship scheme of 10,000 Farmer Producer Organizations (FPOs), aimed to elevate collective initiatives within the farming sector.

Over 50 FPOs, supported by NABARD and the Small Farmers Agribusiness Consortium (SFAC), showcased a diverse array of organic and millet-based agricultural products for sale. The exhibition not only provided a platform for product display but also aimed to spotlight the significant contributions and accomplishments of FPOs in reshaping India's agricultural landscape.

Highlighting the commitment to modernizing agricultural commerce, the expo introduced the onboarding of FPOs onto the Open Network for Digital Commerce (ONDC) platform. This initiative stands as a testament to the continuous efforts to integrate technological advancements into the agricultural sector for enhanced accessibility and efficiency.

The expo's focus was on millet-based agri-products aligned with 2023 being recognized as the international millet year, further accentuating the importance of these nutritious and sustainable crops.

Rakesh Ranjan, IAS, Special Secretary at the Department of Agriculture and Farmers Welfare, emphasized the significance of such expos in bridging the gap between urban consumers and FPOs. "Recognizing an FPO with an annual turnover exceeding seven crores is a testament to their commendable progress," Ranjan asserted.

"I advocate for struggling FPOs to unite, establish a company, activate it, and build a brand identity for their products through effective branding strategies. Increased marketing leads to heightened demand, resulting in elevated sales and enhanced community development for them," Ranjan further added.

Vaseeharan SS, General Manager at NABARD, Delhi, underlined the expo's impact on providing essential marketing skills to farmers, he said, "The exhibitors at this agricultural expo are primarily farmers, not seasoned marketing experts. Consequently, they often face challenges in adequately promoting their products. However, this agri-expo serves as a valuable platform for these farmers to gradually grasp basic marketing skills and engage in networking with consumers."

Meenakshi Meena, Assistant General Manager at NABARD highlights the role of collectives in farming groups

The event also emphasized the pivotal role of collective efforts in bolstering agricultural growth. Meenakshi Meena, Assistant General Manager at NABARD, highlighted, "We aim to showcase the remarkable efforts and achievements of FPOs, underlining their transformative impact on India's agricultural narrative."

The expo concluded with a resounding call for intensified support in marketing assistance for local farmers, recognizing it as fundamental for their sustainable growth and prosperity.