MARKETING PROBLEMS OF AGRO BASED INDUSTRIES IN ANDHRA PRADESH: WITH SPECIAL REFERENCE TO CHITTOOR DISTRICT

COMMERCE

Agro based industry is regarded as the sunrise sector of the Indian economy in view of its large potential for growth and likely socio economic impact specifically on employment and income generation. Some estimates suggest that in developed countries, approximately 14 per cent of the total work force is engaged in agro-processing sector directly or indirectly. There is no denying that India has to live with the marketing problem of agro based industries for many years to come. Therefore need arises to make all over development among all sections of the society especially in rural agro based industrial units. It has been found that Rice mill industry in Patiala district is in the crisis and facing the various marketing problems regarding lack of financial assistance, improper marketing channel, high degree of breakdown of finished products and non availability of research lab for quality control. However, if this sector will be properly developed, it can make state Punjab a major player at the global level for marketing and supply of processed food for billion plus mouths to feed. This paper focuses on the marketing problems of Agro based industries in Andhra Pradesh: with special reference to Chittoor district.

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