2. About Us Services Strategic Consulting
Started in 2002, with the aim of providing multiple services to companies wishing to engage in any business expansion
Provide actionable insights to companies across a range of industries such as Food, and Healthcare
Well equipped offices in India and Dubai, also present in 20 countries and 5 cities in India through channel partners
Dedicated team of over 35 employees and 15 freelancers, with rich industry experience and domain expertise
Services
Strategic Consulting
In-Depth Market Assessment
Market Entry Strategies
Concept & Product Testing
Existing Business Optimization
Strategic Advisory

3. Overview on Agri -Sector of India Government Initiatives
India - Gross Value Addition (GVA) of Agriculture& Allied Sector (Trillion INR), to
Government Initiatives
National Food Security Mission
National Mission for Sustainable Agriculture
Rashtriya Krishi Vikas Yojana
Pradhan Mantri Krishi Sinchayee Yojana
Mission for Integrated Development of Horticulture
NABARD Warehousing Scheme
Source:  Department of Agriculture, Cooperation& Farmer’s Welfare, RNCOS
Note: e= RNCOS Estimate
Agriculture, has recorded a satisfactory growth owed to:
Improved Technology
Irrigation Facilities
Inputs and Pricing Policies
Government Initiatives
Public and Private Investments

4. Agriculture Produce Market Committee
Agriculture Produce Marketing Committee (APMC):
Statutory Market Committee
Authorized to regulate trade in agricultural products

5. Traditional Agriculture Marketing Model

6. Challenges of Traditional Agricultural Marketing

7. Agriculture Marketing Reform- E-NAM
E-NAM launched on 14th April, 2016 is envisaged as
All-India online trading portal
Aims to integrate all 585 regulated markets in 3 phases by
Enabled farmers in 8 states to sell 25 commodities in 23 regulated mandis
Small Farmer’s Agribusiness Consortium (SFAC) to act as lead implementing Agency of E-NAM
A budget of INR 2 Billion spent over next three years i.e. ( to )

8. Electronic National Agriculture Marketing (E-NAM) Model

9. Benefits to Various Stakeholders- E-NAM
Farmers:
Real time Price Discovery
Enhanced Market Access
Information Symmetry
Direct Payment Transfer to Farmer’s Account
Farmer’s discretion to trade through physical mandi or virtual mandi
Buyers:
Greater Access to national market for secondary trading
Transparent online auctions across the country
Better quality produce at reasonable prices
APMC Mandi:
Improvement in Fee Collection
Better monitoring
Reduction in Book Keeping
Forecasting and Analysis of Prices

10. Obstacles in Success Path- E-NAM
Major Impediments
Infrastructural Issues:
Mandis not entirely on virtual market
Software failure
Quality Verification of Agri-Produce:
No assaying is done
Manual examination by traders
 Pricing System and Charges Imposed:
Trader is a price giver and farmer is the price taker.
Degree of Price Variation would continue
Legal Constraints:
Lot of power in the hands of APMCs
Absence of modern capital and investments in agricultural marketing
Lack of Awareness:
Information Asymmetry on account of technology barrier and usage
Lack of Financial Inclusion:
Not well defined system for making the payments in the farmer’s account
Cash Payments done by middlemen to farmers

11. Possible Solutions to Impediments-E-NAM
Infrastructural Development:
Sufficient integration of warehousing and distribution facilities
Transport networks
Information technology
Quality Verification of Agri-Produce:
Assaying should integrated
Motivate Private Investments
Transparent Pricing System:
Rationalize market fees, commission charges, cess and taxes
Removal of Legal Constraints:
Promote Direct Marketing by farmers to prospective buyers
Build Awareness:
Proper training to be imparted to the farmers to trade on online portal
Enhance Financial Inclusion:
Develop well defined system to capture bank details to do direct bank credit in farmer’s account

12. Future Prospects in Agrarian Nation- E-NAM
With the course of time
Elimination of Middlemen:
More bargaining power to farmers
Elimination of various market participants
Greater Transparency:
Greater transparency at every stage of transaction within the integrated mandis
Improved Logistics:
Ease to buyers to trade at any APMC in regards to delivery through Warehouse based Sell
Excellent opportunity of forming partnerships lays ahead
Mitigation of Double Taxation:
Implementation of Goods and Service Tax (GST)
Removal of multiple tax barriers imposed on agriculture transactions
Information Dissemination:
More awareness among the farmers about crop quality specifications
Banking facilities and familiarity with Information Technology

13. E mail: shushmul@rncos.com
For More Information
Contact
SHUSHMUL MAHESHWARI
CEO
RNCOS
E mail:
Website:
Phone: /01 / 02 / 03
Address: G 199, Sector 63,
Noida, Uttar Pradesh
India