Problems in Marketing brinjal

  • Marketing of brinjal remains a major problem. This is mainly more because of perishable nature.
  • The harvested fruits need to be transported immediately to the market failing which they have to be stored under conditions which is a costly affair.
  • One of the major problems in marketing of brinjal is the lack of association among the growers.
  • Another major problem is the large number of intermediaries in the farmer - consumer consortium, which takes away a larger share of the consumer's rupee.
  • This leads to a communication gap between the producer and consumer on the taste and preference of consumer.
  • The problem of perishability leading to intermediate sales resulting in lower prices is one of the most common problems in marketing.


  • Staggered planting may helps to avoid surplus of produce in the market.
  • Introduction of cold storage system. Eventhough it is costlier, it is now on the increase and many cold storage units are coming up in major assembly markets.
  • Value addition by grading would go a long way in solving this problem.
  • Finally, many of the problems in marketing of brinjal and other vegetables could be solved by formation and effective functioning of "Commodity Growers Associations".

Marketing channels for brinjal Farmers generally sell their produce through various commission agents - the wholesalers, the retailers etc., as described below.

1. Producer farmer - Consumer
2. Producer farmer - Retailer to Consumer
3. Producer - Wholesaler - Consumer
4. Producer farmer- Wholesaler- Retailer - Consumer
5. Producer farmer - Commission agent - Wholesaler - Consumer
6. Producer farmer - Commission agent - Wholesaler - Retailer - Consumer

  • Only very few farmers sell their produce directly to the consumer.
  • The intervention of commission agents / middlemen in the sale transaction of farm
  • produce results in poor return to the farmers.
  • Considering the situations, the Government of Tamil Nadu has introduced and established a new marketing system called "Uzhavar Sandhai" which means "Farmers Market" in almost all taluk headquarters.
  • This market system is being successfully implemented from the year 1999 onwards.
  • In this system of marketing, the farmers directly sell their produce to the consumer.

Administrative set up of Farmers Market

  • The farmers market is headed by an "Agricultural Officer" (AO) deputed from the State Department of Agriculture of the respective region.
  • The AO is assisted by four Assistant Agricultural Officers (AAOs).
  • A supervisor and two members of the Block Development Office are also in the assistance.
  • Besides, three securities and a sweeper are also posted to take care of the market.

The administrative set up of the Farmers market is shown in figure.

Agricultural Officer (AO)
(Deputed from State Department of Agriculture)

4- Assistant Agricultural Officers (AAOs)
(Deputed from State Department of Agriculture)

1 Supervisor
2 People representative
(From Block Development Office)

1 Sweeper and
3 Security personnel

Identification of Farmers

  • Farmers in and around a radius of 40 km from the market location are identified by the officers of State Agriculture Department of the respective region.
  • The identified farmers are given identity cards. The photo identity card is designed in such a way that the farmers photograph on one side and his family members who substitute in their absence on the backside.
  • The farmers are indicated to bring the identity card daily in the days when they sell their produce.

Transportation of Procedure

  • The farmers are provided with specified State Transport Corporation buses from the villages at free of cost to transport their produce.
  • The buses are well connected with all the identified farmers villages

Procedure followed in selling the produce

  • The Farmer daily has to show his identity card and register his name by informing the produce brought by him to the market committee officials.
  • The registrant will be allotted with a stall with a weighing machine and weights without fee.
  • An ordinary slate is provided in which price of the produce should be displayed as indicated by the marketing committee.
  • The farmers market is in operation from 5.30 am to 1.00 pm in Coimbatore.
  • All the seven days are working days.
  • Vegetables are sold only on the price fixed by the market committee.

Price fixation

  • The price of vegetable is fixed by a strictly followed procedure.
  • The price of each vegetable is fixed by the marketing committee as follows:
  • The Agricultural Officer of the Farmers market contacts the Agricultural marketing unit under Assistant Director of Agriculture (ADA) with a sample farmers to fix up the price of vegetables.
  • The price is fixed based on the prevailing market situation and the price of each vegetable is displayed before each stall.
  • In this system of marketing, both the farmers and consumers are benefited in terms of return and expenses.
  • Therefore, the farmers are informed to sell their produce through marketing committee to fetch better price for their produce.