PREFACE This work is the culmination of a desire to solve the marketing problems faced by small holders in developing countries like India. The conventional production based extension had too much em phasis on increasing the production or productivity without realising the productionmarketing linkages. Being handicapped by tittle or no marketable surplus, they had little marketing expertise or opportunities. Organised and systematic marketing remained a distant dream on individual level. Hence, innovative, nonconventional group approaches were needed to address the peculiar problems. It was in this backdrop that an ICAR sponsored w inter school on " M arket-led Extension Dim ensions and Tools" was organised at the Kerala Agricultural University, Vellanikkara during the period from 1 December to 21 December 2004, in which scientists from different parts of the country participated. The interfaces and deliberations brought into light a stark reality- that there is no ready reference material on market-led extension MLE . It was the persuasion of the participants to meet this pressing need that led us to organise the materials into a textbook form. We hope that this book will prove to be of value to the researchers, social scientists, development personnel and students of the country.
F.M.H.Kaieel Jayasree K rishnankutty K.Satheeesh Babu
P articu la rs
PEFACE 3 ABOUT THE EDITORS 9 ABOUT THE BOOK 11 CONTRIBUTION 13 SECTION-1 CONCEPTS, STRATEGIES AND PERSPECTIVES
Agricultural Extension at crossroads