authors
Geetha JR

abstract
Enhancing agriculture is crucial for addressing rural poverty, food insecurity, unemployment, and sustainable management of natural resources. Agriculture encompasses the entire spectrum of activities from production to marketing, encompassing food, feed, and fiber. Therefore, any strategy for agricultural development must not only support farmers but also enhance marketing, trade, processing, and agri-business sectors. Efficient marketing and rural credit systems play pivotal roles in this endeavor. The marketing system acts as a vital bridge between farm production and nonfarm sectors, industry, and urban economies. Beyond physically transferring goods, it plays a crucial role in price discovery and transmission across the marketing chain, influencing efficiency and market structure. A well-functioning marketing system optimizes resource use, enhances farm incomes, expands markets, stimulates agro-based industries, adds value to national income, and generates employment opportunities.