Marketing practices of Agripreneurs: An analytical study with special reference to Coimbatore district
S Soundarya, Dr. M Deepalakshmi
Agripreneur defined as “entrepreneur whose main business is agriculture or agriculture-related”Agriculture + Entrepreneur = Agripreneur. Agripreneurship defined as “generally, sustainable, community-oriented, directly-marketed agriculture. Agriculture remains as the backbone of Indian economy, though science and technology has developed rapidly. The farmers at large need to imbibe and exhibit the agripreneurship values and traits in farming. Agripreneurship has been recognized as an effective means for economic transformation. In present times, when the viability of small and marginal scale farming is dampening due to the rising cost of cultivation, declining market returns and degradation of natural resources, entrepreneurship development in agriculture has become an important area of research investigation as well as policy and development initiative. Though the farmers have excelled in technology adoption and in improving the farm productivity level, they have not been successful in commensurate enhancement of their profitability. Considering the importance of agriculture in economic upliftment of poor, it is essential to devise and operationalize mechanism for enhancing profitability of farm through market linkage and agripreneurship development in agriculture. It calls for infusing entrepreneurial culture in farming. Since marketing is one of the major stumbling blocks for small entrepreneurs. In this context, it is necessary to identify how the agripreneurs market their product and survive in the business scenario and therefore a study on agripreneurs was conducted.