English Article

Creating the right ‘market connect’ for boosting farm incomes

Business 101 lessons, whether for a start-up or multibillion dollar multinational, begin with a discussion on the “market”. But somewhere along the line, this basic aspect was forgotten vis-à-vis the farmer, who is also a businessman. The obsession with increasing production and keeping consumer prices under check meant that the criticality of marketing of farm produce was ignored. An exception probably was when Verghese Kurien started Amul, by first