Market Intelligence and Development Cell in AHD

Gathering information and intelligence on livestock products is extremely essential for enhancing livestock productivity and for facilitating greater volumes of trade in the sector. Agricultural market information is vital, because such data is not only a key input for informed planning and decision-making by agricultural market participants, but also for effective government policy making and administrative decision-making. Although considerable resources have been directed towards collecting and disseminating information on basic crops (cereals, groundnuts, and so on), less attention has been given to collecting, disseminating, and analyzing livestock and livestock product data. Timely information on prices, volumes produced, quantities traded, locational availability, and stocks is largely unavailable. A booming national economy and an ever increasing demand for livestock products in general and meat in particular has attracted enormous market pull on small ruminant populations.

The organizational setup of the AHD shows that it has confined itself to the role of a service provider. There is an urgent need to expand this role so that the functions indicated above can be performed in an effective manner. The needs of farmers have to be understood and they have to be encouraged by removing hurdles like credit availability, lack of marketing network and access to quality information. AHD has no expertise in the field of marketing of livestock. The idea is to develop Market Intelligence & Development Cell in AHD. The information will be put on Website & disseminated through block level dispensaries and field level machinery of the AHD.

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Gathering information and intelligence on livestock products is extremely essential for enhancing livestock productivity and for facilitating greater volumes of trade in the sector. Agricultural market information is vital, because such data is not only a key input for informed planning and decision-making by agricultural market participants, but also for effective government policy making and administrative decision-making. Although considerable resources have been directed towards collecting and disseminating information on basic crops (cereals, groundnuts, and so on), less attention has been given to collecting, disseminating, and analyzing livestock and livestock product data. Timely information on prices, volumes produced, quantities traded, locational availability, and stocks is largely unavailable. A booming national economy and an ever increasing demand for livestock products in general and meat in particular has attracted enormous market pull on small ruminant populations.

The organizational setup of the AHD shows that it has confined itself to the role of a service provider. There is an urgent need to expand this role so that the functions indicated above can be performed in an effective manner. The needs of farmers have to be understood and they have to be encouraged by removing hurdles like credit availability, lack of marketing network and access to quality information. AHD has no expertise in the field of marketing of livestock. The idea is to develop Market Intelligence & Development Cell in AHD. The information will be put on Website & disseminated through block level dispensaries and field level machinery of the AHD.

It is proposed to have a Market Intelligence & Development Cell within the AHD in the o/o Commissioner, AHD, Pune. A consultant would be appointed to structure and establish this cell in AHD. This SP will undertake study and design the cell within a period of one year. The activity of the cell will include collection of daily / weekly prices of livestock and livestock products, and adequate emphasis would be given for dissemination of this information to farmers all over the state. The cell would also aim for building capacities of the departmental staff. Special training sessions would be organized along with exposure visits. The Cell will function in close association with ATMAs.

This cell would have subject experts like an Agri-Economist, IT expert, a Marketing Expert and a Training Organizer. They would be drawn from fields like Agri-Economics, Rural Marketing and Human Resource Management. They will be on contract for a period of 5 years beginning from II year of the project period. These experts will be contracted by PIU AHD. This cell will be established during the second year of the project period. SP in consultation with AHD will draw the ToRs for the recruitment of these experts.

The main functions of the Market Development Cell would be as follows:

  • Gather marketing information and facilitate proper dissemination of this information.
  • Ensure proper health care of animals in livestock markets.
  • Develop thorough understanding of the economics of livestock sector. No real efforts have been made to measure the impact of this sector in economic terms. This is very important for understanding the factors which can contribute towards the growth of this sector and in designing suitable policies for improving overall performance of the sector.
  • Identify bottlenecks like credit availability, availability of cold storage, grading facilities. v) Act as an information database.
  • Identify key problems being faced by entrepreneurs engaged in sectors like poultry, meat industry and liaise with ABPF (Agri Business Promotion Facility).
  • Training of staff so that they also become aware of the importance of market development.
It is expected that over a period of time the cell would develop the required expertise to offer specialized advice to new entrepreneurs who are exploring business opportunities in the livestock sector. This facility would be made available on payment of certain charges. A major focus of its work would be to provide export facilitation services and also to provide market related information. With the coming of large retail chains there will be a huge demand for such information and it will ensure a steady stream of revenue for the cell. In due course of time, the departmental officers would acquire the competence to be able to contribute to the working of the cell and a few of them could be sent on deputation to the cell. After the project period, departmental officers will man the cell and continue to give the services against the charges to be recovered. Thus the cell will be self supporting and sustainable even after the project period.
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