Kisan ki Mandi(RyuthuBazar):A Concept for Market-Driven Agricultural Development

by Shri A.K.Goel and Dr.G.R.Desai

MANAGE, as a part of its activities has evolved a model concept of the Kisan ki Mandi or the Farmer's market. This is based on the initial experiences of States like Punjab and Andhra Pradesh.All these years farmers have been performing the role of producers commodities.

Though over the years, through the extension guidance provided to them they have excelled in increasing production, but their prosperity has hardly been transformed. This is due to their lack of knowledge and control on the marketing of their produce. As such Kisan Ki Mandi is an exercise to build up farmers orientation to market and in turn to increase their income and prosperity.

Hence, the essential philosphy behind the above model is to help the farmers not only to control his production of commodities but also to take the role of seller of his produce in the market.

This would lead eventually to build up farmer's prosperity and consumer satisfaction. This is also a mechanism to avoid middlemen and help consumers by providing fresh products from the farm. 

Objectives of Kisan Ki Mandi :

• The idea of establishing Ryuthu Bazaars was to achieve the following objectives:
• To create a venue for farmers to sell their own produce directly to consumers.
• Help consumers buy fresh items at comparatively lower prices from the producers directly.
• Act as a hub for various activities related to farming, farm families etc.
• Help stabilize prices in other related markets
• Provide an understanding of consumer needs to the farmers and help dovetail the production system to the consumer requirements
• Help producers of specific products ( not generally grown in an area but having a demand) come from distant places and sell their products.
• Help the local administration streamline all operations relating to marketing, at one place.

Commodities to be marketed :

All commodities that a farmer and his farm produces will be marketed in the Kisan Ki Mandi. It would include vegetables, flowers, fruits, cereals, eggs, milk, meat, Honey, seeds, saplings etc.

Apart from the above, all products that the farmer needs for their production would be provided in the Bazaar.

Various services required for both the consumers and sellers will be provided on cost basis at the Bazaar such as Bank, STD Booth, etc. Over a period of time, all the Bazaars would be connected through internet facilities with prices across the various markets available on board on an on-line basis. This would help change the present role of farmer from just producers to marketers and enable them to decide the best place to sell the produce on a given day.

Due to the convenient interface between consumers and farmers the needs of the consumers also direct the farmers to replan the farm production strategy making it market driven.

The Kisan Ki Mandi's are farmer owned and farmer managed with government falicitation in the initial years. Accordingly, only farmer will be permitted to market their produce by issue of Identity cards.

The government will provide a one time investment of the capital for infrastructure and over the years the model envisages self-sufficiency in its operation and management.