Marketing Strategy of Sahyadri Farms during Covid-19
Keywords:
Agriculture, Agro-Processing, Agro-industrial, Marketing Strategy, Supply ChainAbstract
Purpose: Since, India have a very poor infrastructure related with the logistics and supply chain management and farmers are small having very low resources, these are obstacles in the way of farm development, creating after harvesting losses and declining in the profits for agricultural producers. Hence, on the part of farmers there is a need of responding collectively to the market demand in order to solve these problems on long term basis. The methodology is creating a strong network of farmer producers which will be responding collectively to the market demand by forming an enterprise of farmers and agriculture producers. In this way one such example is there, in the form of Sahyadri Farms, Nashik. In Nashik district of Maharashtra State in India. This was established in the year 2010, currently having about 18000 farmer registered members and covering about 252 villages in the district. Every farmer member is able to take part in supply chain management of the company and enjoying economy of scale, despite cultivating an average just 1.25 Hectares land. The functions of processing of food further enable the farmers with other collectives for diversifying, hardening and enhancing the supply chain. Methodology: In this research paper author reviewed the literature in relevance with the marketing strategy adopted by the Sahyadri farms during Pandemic of Civid-19. Implication: With the help of associations the problem of processing, marketing, technical and finance management are solved. Markets can also be tapped effectively as well as economies of scales can also be created. Findings: Sahyadri Farms in Nashik is one assembly, registered as company, working for the betterment of farmers in Nashik District of Maharashtra State of India. About 8000 farmers are registered members of this company which is working in about 119 villages of the district. There is a need of creating awareness among the people regarding the effective working of this company and as an ideal example for new starts. Originality: This research work is an original work and is a part of on-going PhD research work by author and based on the review of relevant literature.
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