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Abstract
Agricultural sustainability can only be achieved when the ends are target from the
means. This does not include only safe production in terms of consciousness of future
generation needs but building up the capacity of the Agricultural system towards
increase in productivity cum profit maximization through the new trend of extension
services. Under WTO, the globalization/liberalization of market demands farmers at all
levels to transform themselves from production and selling in the domestic market to
producer cum seller in the wider market scene to realize the optimum returns on their
investments. The need for market led is of necessity by the paradigm shift of present
Agriculture scenarios which calls for conversion of the sector into profit oriented
business. FAO estimates that 32 percent of all food produced in the world were lost in
2009 due to lack of post-harvest operation among others (Lipinski, B. et al.
2013).Similarly, 13% of Gross Domestic Product was reported loss yearly in India due to
loss of food grains (Manipadma Jena, 2013). Existence of many middle men has also
resulted into less return on farmer’s investment as well as high cost paid by the
consumer. However this loss can be minimized by the Market Led extension approach
through adequate supply of information by SWOT analysis of the market, establishing
market and agro processing linkages, direct marketing, and capacity building in terms of
improved production and post-harvest operation such as proper handling, grading,
standardizing, value addition, packaging as well as storage and transport system
(Ahmad Nafees and Slathia, 2011). Hence, this paper discusses the prospects and
challenges of market led extension in view of 21st century scenario for capacity building
of farmers, extension functionaries’ stakeholders, and also for policy recommendation
towards holistic sustainable agricultural development.