In a bid to address the longstanding issue of disparity in income distribution within the agricultural sector, the Punjab Agricultural Management and Extension Training Institute (PAMETI) and the National Institute of Agricultural Extension Management (MANAGE) jointly organized a three-day training program. Titled “Innovative Marketing Methods for Income Enhancement,” the initiative aimed to equip agricultural extension functionaries with practical strategies to bolster farmers’ profitability. Held from February 12 to 14, 2024, the event drew participation from 30 officials representing agriculture and allied departments of Punjab and Haryana.
The agricultural sector, which contributes approximately 14% to the GDP and engages about 55% of the workforce, has long grappled with the issue of unequal income distribution. Farmers, despite their toil and dedication, often find themselves at the short end of the stick, receiving minimal returns compared to intermediaries and multinational corporations involved in the distribution of agricultural products.
Dr. K B Singh, Director of PAMETI, inaugurated the program, underscoring the significance of direct selling by farmers as a means to bypass middlemen and enhance profitability. He emphasized the importance of value addition, urging farmers to leverage the training provided by institutions like PAMETI to explore innovative marketing avenues.
Throughout the training, participants delved into various marketing strategies tailored to suit the needs of farmers. Dr. Harmeet Kaur, the program coordinator, elucidated on these strategies, while Dr. Ramandeep Singh, Director of the School of Business Studies at PAU, shared successful case studies from Punjab, offering practical insights for implementation.
An enriching experience awaited participants during an exposure visit to Nanoki village, home to an Agro-tourism site developed by Gary Farms. The village serves as a rural model, attracting tourists keen on experiencing Punjab’s agrarian culture firsthand. This visit provided valuable insights into rural tourism and alternative income generation avenues for farmers.
In the valedictory session, Dr. Shalendra from MANAGE urged participants to disseminate the knowledge acquired during the training among farmers at the grassroots level. The goal is to ensure widespread adoption of innovative marketing methods, thereby empowering farmers to enhance their income and reduce dependence on intermediaries.
As the agricultural landscape evolves, initiatives like these hold promise in fostering a more equitable distribution of income within the sector. By equipping farmers with the tools and knowledge to navigate modern marketing channels, such endeavors pave the way for a brighter and more prosperous future for agricultural communities.
