Inspiring Agribusiness Marketing Model of Tribal Community in Andhra Pradesh

Abstract

The study delves into the agri business model adopted by a tribal farmer collective in Andhra Pradesh, India, addressing challenges faced by small and marginal farmers, such as limited market access, low returns, and complex supply chain intermediaries. It qualitatively and quantitatively examines strategies employed to overcome these obstacles, focusing on infrastructure development, effective marketing, and capacity-building initiatives. The case revolves around the innovative approach adopted by the farmer collective for value addition and market linkages, significantly improving farmers' incomes and community welfare. Despite logistical, educational, and regulatory challenges, the farmer collective has created a robust agribusiness ecosystem with better market linkage. The chapter emphasizes the critical role of farmer producer organizations (FPO) in empowering small farmers, promoting inclusivity, and enhancing economic stability.