BOP IN AGRICULTURAL SECTOR: SIGNIFICANCE OF MARKETING STRATEGIES IN INDIA

Agriculture is the backbone of the livelihood security system in India. It is the most priority occupation in rural India. It contributes more than 20 % of the country’s gross domestic product (GDP) and generates 60% of employment. This sector is categorized into marginal & small farmers, Medium farmers & big farmers. Though marginal and small farmer household account for more than 80 per cent of the total farmer households, their share in total operated area is only a little more than 43 per cent. On the other hand, medium and large farmers who account for less than 6 per cent of the farmer households, operate more than one-third of the total operated area. These sectors are underprivileged because these people are always depending on monsoon, lack of finance facilities, low operational holdings for their cultivation. In almost every year either they face unprecedented flood or drought. Due to their low income they are comes under bottom of pyramid. It is one of the most lucrative markets in terms of large potential market opportunity. Some of the MNC are succeeded to get profit and also increases their market share. Some of the organizations like NGOs, Microfinance institutions, Public-private partnership (ppp), SHGs and Banking & Financial institutions have done their tremendous job for the development of this sector. They have made their own strategies and got success.