Role of Agricultural Marketing & Socio-Economic Wellbeing of Farmers - A case study of Naubasta Mandi, Kanpur Nagar, Uttar Pradesh

Abstract

Agricultural marketing plays a crucial role in determining the socio-economic condition of farmers in India. Efficient marketing systems help farmers obtain fair prices, reduce post-harvest losses, improve market access, and strengthen rural livelihoods. The present study examines the role of agricultural marketing in enhancing the socio-economic wellbeing of farmers with special reference to Naubasta Mandi. The study analyzes the functioning of the mandi system, pricing mechanisms, transportation facilities, storage arrangements, and the role of intermediaries in agricultural trade. It also evaluates how market accessibility influences farmers’ income, employment opportunities, living standards, education, health, and social security.

The research is based on both primary and secondary data collected from farmers, traders, commission agents, and mandi officials associated with Naubasta Mandi. The findings indicate that agricultural marketing significantly contributes to rural economic development by providing better opportunities for the sale of agricultural produce. However, challenges such as price fluctuations, inadequate storage facilities, exploitation by middlemen, lack of market information, and transportation constraints continue to affect farmers adversely. The study further highlights the need for modernization of mandi infrastructure, digital marketing systems, improved government support, and farmer awareness programs to ensure equitable and sustainable agricultural growth.

The paper concludes that a well-organized agricultural marketing system is essential for improving farmers’ socio-economic status and achieving inclusive rural development in Uttar Pradesh. Strengthening mandi reforms and enhancing market transparency can play a vital role in ensuring better income and welfare for farmers.

Keywords- Agricultural Marketing; Farmers’ Welfare; Socio-Economic Development; Rural Economy; Mandi System; Naubasta Mandi; Agricultural Trade; Farmer Income; Market Infrastructure; Uttar Pradesh; Rural Livelihood; Price Fluctuation; Market Access; Middlemen; Agricultural Development