Reorientation of Agriculture Promotional Programmes

摘要

Promotional activities have been recognized as one of the 4 Ps in fertiliser marketing. In a country like India where more than 60% of the population depend on agriculture but contribute 18% to GDP, the role of extension activities assumes paramount importance. The actual versus potential is the major challenge before the fertiliser industry. With the scientific developments taking place across the globe and the amount of money being spent by Government as well as various agencies and agro input companies , the desired result is not achieved. This calls for a relook at the existing promotional activities and making value addition to them as well as inventing new ideas to supplement the existing promotional activities. This paper intends to analyze the shortcoming in the traditional programmes and suggestion to improvise them as well as new activities to be implemented with the help of new technological inventions.