Marketing and Value Chain Development in Agriculture: An Indian Perspective

Anuja, A R and Vipinkumar, V P (2026) Marketing and Value Chain Development in Agriculture: An Indian Perspective. In: Beyond Blue Horizons Training Manual for BSc (Agri) students of Kerala Agricultural University. ICAR- Central Marine Fisheries Research Institute, Kochi, pp. 63-72.

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Abstract

Agricultural marketing in India is evolving from traditional systems of localized trading to more integrated value chains that connect farmers with processors, retailers, and consumers. A value chain refers to the full range of activities and actors adding value to a product as it moves from farm to fork. Unlike a basic supply chain (focused mainly on logistics and transport), a value chain emphasizes value addition and coordination at each step from input supply and production to processing, distribution and marketting. In today's context developing efficient value chains is crucial for improving farm incomes, ensuring quality and safety, and meeting consumer demands. This chapter explores the concept of value chain development in agriculture and allied sectors with a focus on recent trends, technologies, and case studies from India.

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