Agriculture marketing in India is a critical aspect of the country's economy, encompassing the processes involved in moving agricultural products from farms to consumers. This includes activities such as production planning, harvesting, grading, packaging, transport, storage, agro- and food processing, distribution, and sale. Given that agriculture is a primary source of livelihood for a significant portion of India's population, effective marketing mechanisms are essential for ensuring fair prices for farmers, reducing post-harvest losses, and enhancing food security.

The traditional agricultural marketing system in India has faced several challenges, including inefficiencies, middlemen exploitation, lack of infrastructure, and inadequate access to markets. To address these issues, various reforms and initiatives have been introduced, such as the establishment of regulated markets, promotion of farmer-producer organizations (FPOs), and the implementation of electronic national agriculture markets (e-NAM). These efforts aim to modernize the agricultural marketing landscape, improve transparency, and provide better price discovery mechanisms for farmers.

Understanding the complexities and evolving dynamics of agriculture marketing in India is crucial for policymakers, stakeholders, and researchers to create more resilient and efficient agricultural value chains that can sustain the livelihoods of millions of farmers and ensure a stable food supply for the nation.

Agriculture markets in India are diverse, catering to the varied needs of farmers and consumers. These markets can be broadly categorized into several types based on their operational mechanisms, geographic scope, and organizational structure

1.Primary Wholesale Markets (Mandi Markets)

i.Regulated Markets (APMC Markets): These markets are governed by the Agricultural Produce Market Committee (APMC) Act in various states. As of 2023, there are over 7,000 APMC mandis in India. They ensure fair trading practices, standardization, and regulation of market activities to protect farmers from exploitation. For example, the Azadpur Mandi in Delhi is one of the largest fruit and vegetable markets in Asia.

ii.Unregulated Markets: These markets operate without specific regulatory oversight, often resulting in less transparency and potential exploitation of farmers by middlemen. A significant proportion of rural markets fall into this category.