Right marketing strategies and an efficient supply chain are imperative to make India a global food supply leader. Elucidate.

Despite being among countries with largest area under cultivation, India’s contribution to global agriculture exports is a meagre 2 to 3%.

Opportunities for India:

  • Second largest rice and wheat production.
  • Largest Dairy producer in world.
  • Second largest fisheries sector in world.
  • Second largest Horticulture production in world.
  • Largest production of millets.

Despite above opportunities, the contribution of India in agricultural exports is low because of:

  • High food wastage.
  • Low Exports.
  • Low food processing.
  • Low farmers’ income.

Realizing opportunities:

  1. Right marketing strategies:
    • Currently the nature of production is informal. There is a need to standardize quality. Checks and standards under QCI, APEDA, increase the brand value.
    • The issue of low shelf life and high wastages can be solved by investing in food processing infrastructure and cold storages, e.g. skimmed milk.
    • There is a huge demand for Indian local food in the world because of presence of Indian Diaspora in USA and other countries, but there is a problem of low reachability. There is a need for investment in packaging and advertising.
  2. Efficient supply chain:
    • Contract farming to increase procurement in remote areas.
    • Connect to supermarkets.
    • Cold storage infrastructure to prevent wastage.
    • Transportation via rail and planes, e.g. Kisan Rail, Krishi Udan.

Thus, these steps are imperative to doubling farmers’ income & exports and also make India a global leader in food market.


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