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Sensitization of Stake Holders

Susheel Kumar, TD
Alok Srivastva, PSA
National Informatics Centre
ICT Diffusion for Sustainable
Grassroots Development & Assisting
Indias 1.2 billion to augment their
earning power

AGMARKNET the service of farmers since 2001

Department of Agriculture & Cooperation
Directorate of Marketing Inspection
State Agriculture Marketing Boards
National Informatics Centre
Govt. procurement points (Mandies, sub
yards etc.)
KVKs, KCCs, CSCs etc.
Agricultural Marketing Information System

Presentation Outline
Project Objectives and Components
Present Status
Challenges Faced
Constraints & Requirements
Ongoing activities
Further Roadmap
i. To establish a nation-wide information network for speedy
collection and dissemination of market information and
data for its efficient and timely utilization.

ii. To facilitate collection and dissemination of information

related to better price realization by the farmers. This
would cover:

(a)Market related information such as market fee, market

charges, costs, method of sale, payment, weighment,
handling, market functionaries, development programmes,
market laws, dispute settlement mechanism, composition
of Market Committees, income and expenditure, etc.;

(b)Price-related information such as minimum, maximum and

modal prices of varieties and qualities transacted, total
arrivals and dispatches with destination, marketing costs
and margins, etc.; Contd
(c) Infrastructure related information comprising facilities
and services available to the farmers with regard to
storage and warehousing, cold storage, direct
markets, contract farming, buy-back arrangements,
grading, re-handling and repacking etc.; and

(d) Promotion related information covering accepted

standards and grades, labelling, sanitary and phyto-
sanitary requirements, pledge finance, marketing
credit and new opportunities available in respect of
better marketing;

To sensitize and orient farmers to respond to new
challenges in agricultural marketing by using ICT as
a vehicle of extension.

To improve efficiency in agricultural marketing

through regular training and extension for reaching
region-specific farmers in their own language.

To provide assistance for marketing research to

generate marketing information for its dissemination
to farmers and other marketing functionaries at grass-
root level to create an ambience of good marketing
practices in the country.
Agriculture-Marketing Infrastructure
Principal Market Yards: 106
Sub-Market Yards : 178
Purchase Centres : 187
Fruit & Vegetable Markets : 30
Fodder Markets : 25
Special Markets Wool : 1
Cotton Markets 33
Fish Markets 3
Present Implementation Status
No. of Agmarknet No. of Officials
Nodes Trained
I 11 20
II 25 26
III 0 0
IV 72 150
V (Sub-Yards) 25 50
VI 0 0
VII (New G.Mkts) 19 0
TOTAL 152 246

Functioning Status Available: 128

Average Reporting %: 76
Temporarily non-functioning APMCs

Due to Computer M/C: 1

Due to UPS: 0
Due to Internet Connectivity: 21
Due to Agmarknet Software: 6
Due to non-availability of Operators: 0

As on Feb 2010
Reports on prices & arrivals
Commodity-wise, Market-wise Daily Report
Market-wise, Commodity-wise Daily Report
Market-wise Daily Report for Specific Commodity
Commodity Prices during last week
Market-wise Prices during last week
Commodity Transactions Below MSP
Commodity-wise, Market-wise Daily Report for a State
Date wise Prices for Specified commodity
State wise, Market-wise, Commodity-wise Daily Report
Sample report generation
Sample report generation
Sample report generation
Sample report generation
Sample report generation
Selection of parameters
Sample report
Performance reporting
Agmarknet portal access points
From any internet point using the url
Agmarknet centres in Mandies
Nearest Kisan Call Centres
Nearest CSCs
Nearest KVKs
Any cyber cafe etc
How Agmarknet portal works
All APMCs have been equipped with a computer
machine loaded with
Windows OS

Agmarknet Software

Internet connectivity

Software operations trained computer operator

feeds commodities data of daily prices & arrivals
Automatic Data transmission to the central server
Updation of centralized database automatically
Updated information is available and accessible
through portal
Overview of key contents
Broadly, the Agmarknet portal includes following
Prices and Arrivals (Daily Max, Min, Modal,
MSP; Weekly/ monthly prices/arrivals trends;
Future prices from 3 National commodity
exchanges, Export/Import of Agricultural
Grades and Standards (AGMARK, CODEX,PFA
Act and Rules)
Commodity Profiles (Paddy/Rice, Bengal Gram,
Mustard-Rapeseed, Red Gram, Soybean, Wheat,
Groundnut, Sunflower, Black Gram, Sesame,
Green Gram, Potato, Maize, Jowar, Cotton, ...
Other commodities in progress)
Overview of key contents
Market Profiles (Contact details, rail/road
connectivity, market charges, infrastructure
facilities, revenue etc.)

Other Reports (Best Marketing Practices, Market

Directory, Scheme Guidelines, DPRs of Terminal
Markets etc.)

GIS based Atlas

Research Studies

List of companies involved in Contract Farming

Benefits of AGMARKNET
Knowledge of rates of mandies where farmers
wants to sell produces before leaving home

Farmer gets best prices of their produces

Decision support system for farmers that where to

sell their produce

Increased transparency in the mandi procurement


Availability of data for trend analysis

Market rates in local language


Market Bulletins
Reports available
- Daily Market Bulletins
- Prices prevailed during previous week
- Prices of specified commodity
- Reports on commodities being transacted
below MSP
Statistical and Monitoring Reports

Provides State wise, District wise, Market wise,

Weekly, Monthly arrivals and prices
information of the agricultural commodities
Reports for analyzing and comparing the
prices prevailing in (i) four metros, (ii) the top
five states in the terms of arrivals etc. Reports
available in tabular as well as graphical

Monitoring System for below MSP

To monitor transactions below MSP,
interface has been developed for markets to
enter the reasons.
Report can be generated to view reasons for
transactions below MSP Being monitored
at Secretary level

Local Languages

Information on portal is available in 12

languages i.e. English, Hindi, Punjabi,
Marathi, Bengali, Assamese, Tamil, Oriya,
Kannada, Malayalam Gujarati and Telugu.
Market Profile and Atlas
Includes market information on
General Information
Rail/Road Connectivity
Market Area
Arrivals & Dispatches
Licensed Functionaries
Market functionaries
Traditional methods
Availability of facilities & services
Market charges and Financial position
AGMARKNET portal Static Content
Research Grades and Standards
Standardization and Grading aspects of agricultural products: AGMARK
standards, Codex Standards, PFA Act and Rules

Commodity Profiles
Paddy / Rice, Bengal Gram, Red Gram, Mustard Rapeseed, Mushroom,
Soybean, Wheat, Groundnut, Sunflower, Black Gram, Sesame, Green
Gram, Potato, Maize, Jowar, Cotton, fruits and other vegetables.

Market Directory
State wise Market Directory

Contract Farming
List of Private Sector Companies involved in Contract Farming in India

Food Outlook FAO

Food Outlook provides analysis global perspective on the production,
stocks and trade of cereals and other basic food commodities
AGMARKNET portal Static Content
Market Research Studies conducted by DMI
Working of Livestock Exchange Markets, Post-Harvest Management of
Mushrooms with Special reference to Himachal Pradesh , Abstract Of Report on
Marketable Surplus and Post Harvest Losses of Food grains in India, w.r.t. Ragi,
Green Gram (Moong), Red Gram, Paddy, Bangal Gram in India 2002

Agricultural Marketing Boards/Directorates

Linked to websites of State Agricultural Marketing Boards and Directorates and
several other agricultural marketing related agencies in public and private
domain (NHB, APEDA, NIAM, NAFED, Kisan Krishiworld, AgriWatch,
Commodity Exchanges etc)

DMI Schemes
Marketing Infrastructure, Grading and Standardisation, Rural Godowns, MRIN
Operational Guidelines and progress of schemes.
Associated Challenges & roll-out issues
Markets in remote rural areas, erratic power
supply, non-availability of infrastructure,
frequent transfers of market personnel trained
for reporting data, non-transparent auctions in

Inconsistent reporting and data quality issues in

certain cases. Because of multi-layered system,
Ownership by States not by default; Constant
monitoring and persuasion at various levels
needed in present system to ensure regular,
reliable and consistent information flow as
Agricultural markets are autonomous bodies.
Associated Challenges & roll-out issues
The translation of contents of portal into
regional languages for the benefit of the farmers
and its updation

Lower Dissemination/Accessibility at grassroots.

Access to information was through internet and,
therefore, There was limited diffusion in rural

Data is needed to be regularly analyzed at local

levels to give needed market intelligence to the
farmers and other stakeholders There is need to
publish commodity specific bulletins in the form
of advisories
Associated Challenges & roll-out issues
Spreading awareness among Farming

Farmers Advisory Service with the help of SAUs,

other line departments, etc.
Collaboration for wider dissemination
Doordarshan / Cable TV for dissemination
through program
BSNL/other operators for dissemination
through mobile phones
Farmers Co-operatives for dissemination
through Information
FMC for dissemination through display board
being set up by FMC in 500 major markets
Collaboration with (CSCs)
Dissemination through KCC,
KVKs may also explored

Stockholm Challenge 2006 (Finalist)

Microsoft Award 2006 A Project of National


Skoch Editors Choice 2006

CSI-TCS Award 2004 Innovative IT Usage

Future course of action
Organised Agriculture Retail Chain (OARC) for reaping the
Farm-Industry Linkage: a Possibility through
Linking Farmers to Markets: Appropriate ICT Measures
recommended during the Eleventh Plan, provision of
mobile services for farmers
Linking weighment systems at Mandies & GPP
Increase of reporting from 76% to 90% then 100%
Primary Agricultural Cooperative Societies (PACS): A
Pathway for AGMARKNET Portal to Farming Community
of the Country
Development of Rural Business Hubs in Panchayats The
Portal shows the way for increasing rural incomes
AGMARKNET Portal led Extension Services: Role of
Agri-Clinics and Agri-Business Centres
AGMARKNET Portal: Expansion through National e-
Governance Programme (NeGP), 24 services.
National e-Governance Programme in Agriculture (NeGP-A) (22 services)
Providing information/Services on following

1. Service-1 :Information on Quality Pesticides 12. Service-12 :Information on marketing

infrastructure and Post Harvest facilities
2. Service-2 :Information on Quality Fertilizers
13. Service-13 : Information on storage
3. Service-3 :Information on Quality Seeds infrastructure
4. Service-4 :commodities 14. Service-14 : Monitor the implementation of
schemes / programs
5. Service-8 : Providing Information on Soil
15. Service-15 : Providing training support to
farm schools for adoption of good
6. Service-5 :Information on Crop diseases agricultural practices
7. Service-6 : NeGP-A: Service 6: Providing 16. Service-16 : Sharing Good Agriculture
information on forecasted weather Practices with farmers & trainers, and
providing extension support through online
8. Service-7 : Providing market information on video;
prices and arrivals of agricultural related 17. Service-17 : Information on Fishery Inputs;
market information to facilitate farmers get 18. Service-18 : Information on Irrigation
better prices infrastructure;
9. Service-9 : Providing interaction platform and 19. (New) Service-19 : Providing Information on
Crops development Programme to increase
interaction on transport services for farmers
production & productivity;
and buyers of agricultural produce 20. (New) Service-20 : Providing Information on
10. Service-10 : Providing Information on farm Machinery and Implements;
Minimum Support Price (MSP) and 21. (New) Service 21: Providing Information on
Drought related aspects
Government Procurement Points (GPPs)
22. (New) Service 22: Providing Information on
11. Service-11 : Providing electronic certification Livestock development
of imports and exports
Automatic Data Farmers, Traders, Processors
Downloading DMI, AGMAKRNET
NGOs, Co-operatives, KVKs etc.
Data validation Headquarters
Crops Directorates/Commodity
Database updation Boards
Trend Analysis Researchers, Planners
Commodity profiles Agri-business firms, Banks etc.
Grades and Standards

Public Access

News CSCs
papers Markets
DMI State Operators Centres
Notice Board IFFCO
Offices(27) Network
/ Electronic State Mkts./
Board (In
Directorates IFFCO Kissan Call TC1
pipeline) Centres
Agri-clinics TCn
Regional Portals farmers Mobile users

Area Farming
Office Area Community
Office Kiosk Farmers
In pipeline Area

AGMARKNET Deployment Architecture

Farmer An institution

Save the Farmer, Save the Farming

(Slogan enshrined in the Report of National Commission for Farmers)

Thank you
Strategy Adopted to overcome challenges
(How challenges were overcome)
AGMARKNET Road Show organised by Mr. M. Salim, District Secretary,
Akshaya Project, Malappuram (Kerala) on 27/05/2008 Sponsored by
the Directorate of Marketing & Intelligence (DMI), Department of
Agriculture & Cooperation, Ministry of Agriculture, New Delhi

Road show covered all agricultural areas in

Malappuram district.
Strategy Adopted to overcome challenges
(How challenges were overcome)