Published Paper Details:

India is a fastest growing and competitive economy in the world today with greater opportunities in various sectors. Basically, Indian Economy is agrarian economy, but presently it is dominated by other sectors of the economy. The southern states and coastal region is nourished and fostered with diversified resources and agricultural produces. Though the coastal region (of Karnataka) is gifted with well-developed banking, financial and educational institutions, there exists a series of challenges for the agriculturists in marketing of their farm products. Agricultural marketing as an activity is a course of action which starts with the decision to produce saleable agricultural farm goods and comprises all aspects of marketing techniques. The government has taken various measures to change the scenario of agricultural marketing system, but no transformation has taken place in coastal agricultural marketing. The agricultural marketing in coastal region involves various bottlenecks like dominance of private intermediaries, lack of market information, improper storage and warehouse facilities, high charges on transportation, small holdings by agriculturists etc. The objective of the study is to enhance the marketing opportunities for agricultural products and to analyze the challenges faced by the agriculturists in marketing of farm produces and to find the some solutions to the challenges faced by them. This study also focuses on the initiatives that the government can take, to enrich the marketing opportunities of the farm products.E-commerce business has a wide network all over coastal region, in the same way there is a vital need of marketing of farm produces with the help of electronic media. Even there is the requirement of uniting all the agriculturists and adequate information regarding the use of technology and electronic media in marketing of agricultural produces must be provided.