Risks and challenges in Agricultural Marketing in India
Bhatia, Dipti Kiran (2010) Risks and challenges in Agricultural Marketing in India. [Dissertation (University of Nottingham only)] (Unpublished)
Rural India is the stronghold of the Indian economy which generates more than half of the national income. According to National Council of Applied Economic Research (NCAER), about 74% of Indian population living in the villages that makes India a largest potential rural marketing in the world. Agricultural marketing is a process that starts with a decision to produce a marketable farm product and involves all aspects of market structure or system. The marketing process is full of challenges with some complex problems such as risks and uncertainties which are also the inevitable parameters of modern business.
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