This study explores the dynamics of agricultural marketing in the Bundi district of Rajasthan, employing both quantitative and qualitative data collection methods. A total of 30 registered farmers were surveyed using structured questionnaires, and primary data was collected through pretested interviews. The analysis was performed using SPSS, incorporating frequency tables, percentages, and rank order. The findings indicate that conventional marketing methods, such as Agricultural Produce Market Committees (APMCs), local traders, and cooperative societies, remain prevalent. However, these systems pose significant challenges, including high commissions, middlemen exploitation, and inadequate storage facilities. Emerging non-conventional marketing models, such as direct marketing, Farmer-Producer Organizations (FPOs), and contract farming, show promise but face barriers like low participation rates and logistical issues. An integrated marketing approach, combining conventional and non-conventional models, proved most effective, leading to increased price realization, reduced produce wastage, and improved market information access. Despite these benefits, the adoption of digital platforms like e-NAM remains low. Addressing these challenges and raising awareness can significantly enhance the agricultural marketing landscape in India, benefiting both farmers and consumers.
Bohra et al. (2025) studied this question.