3. INTRODUCTION
• Well-being of rural population linked to the
performance of agricultural sector
• Agricultural extension:
Increasing growth potential of agricultural
sector
Promoting sustainable, inclusive
agricultural and economic development
World Development Report (2008)
4. • Extension services are needed
Specific contexts
Economic enterprises
Livelihood functions
Different farmer categories
• Based on differences in entrepreneurship,
poverty and gender
5. Changes in India’s extension
system:
• Policy reforms
• Decentralization of extension services
• Institutional Restructuring
• Management Reforms
• Strenghthening R-E-F linkages
• Mainstreaming of women in Agriculture
6. • Use of media and IT
• Pluralistic mode of extension financing
• Participatory extension approaches
• Capacity training
7. Pluralistic Extension System
• Enhance competitiveness of local
agricultural production
• Local economic development
• Enhance local livelihoods
• Ultimately reduce rural poverty
• Improve food security
• Promote greater gender equality
10. Recognize existence and value of
various organizations with different
realities, agenda and behaviour, with
a view to embrace a broadened
mandate for agricultural extension
with increased emphasis on rural
livelihood approach
PLURALISTIC EXTENSION
23. Public Extension and Research Services
• State government line departments
• ATMA
• ICAR
• SAUs
• KVKs and Krishi Gyan Kendras (KGKs)
• ATICs
• Institute Village Linkage Program (IVLP)
24. Private Extension Services
• Agri-clinics and agribusinesses
• Input suppliers/dealers
• Corporate sector
• Community based organizations: FIGs SHGs
• Para extension workers: gopals, mitra
kisans, and mahila mitra kisans
25. Mass Media and Information Technology
• Print media
• Radio, TV and private cable channels
• NICNET, internet and V-SAT
• Farm Information & Advisory Centers (FIACs)
• Private portals
• Public and private information shops
26. PUBLIC PRIVATE PARTNERSHIP
PUBLIC DELIVERY &
PUBLIC FINANCE
Traditional
government extension
PUBLIC DELIVERY &
PRIVATE FINANCE
Contracting public
staff
PRIVATE DELIVERY &
PUBLIC FINANCE
NGOs, CBOs
PRIVATE DELIVERY &
PRIVATE FINANCE
Privatised extension
30. THRUST ON MARKET EXTENSION
• Marketing: major constraint in enhancing
farm incomes
• Need to focus on
agricultural marketing
• Public and private sectors, Media
31. OBJECTIVES OF MARKET LED EXTENSION.
• Conversion of Agriculture sector into profit oriented
business
• Strengthening R-E-F linkages – between various
departments at various levels.
• Strengthening market linkages to farmers – IT
application in Agricultural marketing.
• Wider use of electronic mass media for Agricultural
Extension.
31
32. REPERTOIRE OF MLE
• During last 50 years emphasis was given on
PRODUCTION-LED EXTENSION (PLE)
• India become self reliant on food production.
• But the farmers at individual level are not
realizing remunerative prices for their produce
• They sell their produce “AS IS WHERE” basis.
33. Started in Kerala in the year 1993
As an experiment by combining SHGs and market oriented
production.
The GOI in collaboration with MANAGE Hyderabad as
successfully pilot tested MLE with ATMA in 7 states and 28
districts
Some of the developments are
Collective marketing
AGMARKNET
Rythu Bazaars (Rythara Santhe)
RKVY
35. A brief idea.........
Market-A congregation of prospective buyers &
sellers with a common motive of trading a
particular commodity.
Extension- It is the spreading/reaching out to the
mass
Market led Extension- Agriculture & economics
coupled with extension is the perfect blend for
reaching at the door steps of common man
36. CHARGING FOR EXTENSION SERVICES
• Emergence of a market for private
extension advice
• To recover the costs
37. INSTITUTIONAL RESTRUCTURING
• Increase farmer input in program planning
and resource allocation
• Increase accountability to stakeholders
• Increase program coordination and
integration between departments
• e.g. ATMA
38. GROUP APPROACH TO EXTENSION
• FIGs and SHGs
• Farmer cooperatives
• Bottom-up approach
• Farmer and extension worker participatory
process
40. • Promotion of a Direct Interface between
Farmers, Extension Workers and
Researchers
41. CAPACITY BUILDING OF EXTENSION
WORKERS
• Formulation of Human Resource
Development (HRD) Policy by States
• Formulation of a Training Plan for Extension
Workers
• Upgrading SAMETIs
42. ESTABLISHING WOMEN IN
AGRICULTURE
• Improving Access to Extension and Training
• Redesigning Extension Services to Reach
Women Farmers
• Expanding the Sphere of Women Extension
Workers
43.
44. USE OF IT
• Information Technology Applications in
Agricultural Marketing
• Wider Use of Electronic Mass Media for
Agricultural Extension
• Farmer Participation in IT Programs
46. FINANCIAL SUSTAINABILITY AND
RESOURCE MOBILIZATION
• Carefully targeted public funding
• Cost-Cutting Mechanisms:
Involvement of NGOs
Use of mass media
Need based coverage
47. OUTSOURCING SERVICES
• Contracting-in the services
• Based on comparative and
competitive advantages
• Synergy and
complementarities in
service provision
49. FARMER FIELD SCHOOL (FFS)
• Group-based learning process
• Innovative, participatory and interactive
model approach
50. REFERENCES
• Market led extension dimensions and tools:
F.M.H.Kaleel,Jayasree Krishnankutty
K.Satheesh Babu
• Review of Agricultural Extension in India:
IFPRI
• Future Extension Education Perspective in India:
A.K.Singh,Lakhan Singh,Roy Burman
• Pluralistic Agricultural Extension System in India:
Innovations and Constraints:
M.S. Meena and K.M. Singh and B.E. Swanson
• Agricultural Extension in Transition Worldwide:FAO
• Decentralization of Public-Sector Agricultural Extension in
India:
IFPRI