Ramesh Chand Bunkar, Laksheeta Chauhan and Devendra Singh
ICAR-National Dairy Research Institute, Karnal, Haryana
Market Led Extension has a great potential in paving wave for optimum production on a sustainable basis considering the current trend of challenges in process of food production globally. Over the years ‘lab to land’ had been much emphasized in our country now it is time to focus on farm to fork. Due to WTO, the countries around the world are no longer confined to domestic production alone. The countries with competitive advantages are looking forward to dump their output anywhere in world. However, with the new functionary role of extension personnel under Market Led Extension, future success can be guaranteed for Indian Agricultural Development. The following are some of the expected functionary role of extension personnel. This includes SWOT analysis of the market, organizing commodity-based farmers’ interest groups and farm management capacity building, Farmers exposure to market intelligence and guidance for quality decision about market. Therefore, key answer to the above questions will empower farmers in both productions as well as market-oriented knowledge which is the sole responsibility of Extension functionaries through Market Led Extension. It is also a business strategy that emphasizes the importance of aligning organizational activities with the needs and preference of the target market. It involves proactively seeking opportunities for growth, innovation and customer satisfaction by staying attuned to market trends, consumer behavior and competitive dynamics. It is an approach, through which extension system will reach to the clientele on an end-to-end basis, beginning from ‘package of practices’ for production to selling of produce at the consumers’ door so that the farmers can get remunerative prices for their produces. The importance of market led extension lies in its ability to drive sustainable growth, enhance customer satisfaction and ensure long-term success of businesses in dynamic and competitive market environment.