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Measurement of water used in irrigation ensures the application of required amount of water in crops. Knowing the rate of flow the adjustment to period of control at gates, etc. can be done to regulate the water at different branches of canals. To get the total control over the supply of water there should have the provision of water measurement at the critical points in irrigation systems.

Units of Measurement

Water is measured at rest or in motion. The water of reservoir, ponds, tanks, etc. at rest is measured in volumetric unit as liter, cubic meter, hectare-meter and hectare-centimeter. Water flowing in rivers, canals, channel, etc. is measured in litre/sec , liter per hour, meter per sec and hectare-meter per hour or day.

3.1 Introduction
Irrigation efficiency evaluates how effectively the water has been distributed for the purpose of crop production. Water is conveyed to crop field through canal water courses and channels. During this process considerable amounts of water get lost through run off, deep percolation, evaporation, etc. The losses of water greatly depend on the skill of the irrigator, degree of land preparation, and design and planning of the system. The extent of water losses starting to diversion of water from its source to crop field though conveyance and ultimate application and distribution of water in crop field which can be estimated separately. The estimation of these efficiencies enables one to identify the step(s) where improvement is required. The method of measurement and evaluation for its efficiency is prerequisite for proper use of water. Irrigation efficiency in developing countries in general is poor particularly in gravity irrigation methods. However, water is become more and more scarce. Due to pressing need of it judicious and efficient management is one of the vital issues to be solved on priority basis.

Scheduling irrigation is the process of determining when to irrigate and how much to irrigate. Selecting the appropriate time span in between two irrigation and applying the required volume of water in each irrigation, ensures saving of water, minimize energy use, higher crop yield and lower production costs. Irrigation applied earlier than due date causes loss of water through evaporation or deep percolation and later causes water stress to plants and thereby affects the growth and yield of the plants.

Scheduling of irrigation may be required in two field conditions: (i) when available of water is adequate, (ii) when availability of water is limited.

In the places where water is adequate scheduling of irrigation follows full   irrigation with time sequence of minimum number of irrigation to ensure maximum yield and high water use efficiency. When water is limited its use is rationalized by using at the sensitive stage

5.1 Irrigation Channels
Canal or channel is an artificially made conduit through which water is supplied to the field from river, tank, reservoir or wells. The open channel is the most common type of water conveyance system. If the pipes and drains are partially full behave like open channel. The irrigation channel may be lined or unlined and the flow is either uniform or varied.

The canal may be classified in following ways.

a) Classification based on the source of supply i) Permanent or perennial canal ii) Inundation canal

A canal is said to be permanent when it is fed by a permanent source of supply and has permanent networks of distribution of supplies. Inundation canals draw their supplies from river usually when water stage exceeds a predetermined level. Headworks are not provided for diversion of river water to canal. However, canal head regulators are provided to regulate the canal head as required time to time to accommodate the changing pattern of river course.

The plants collect water by its root system available in the soil medium. A soil rich in nutrients cannot ensure success of crops unless the presence of satisfactory state of water and air, mechanical attributes and thermal regime. The physical properties of soil and plants greatly influence the movement, retention and use of water. The soil should provide sufficient pore spaces and size distribution and decomposition of rocks and for the movement and retention of water for plant needs. Rainwater, irrigation, groundwater, seepage, etc., contribute in replenishing the water in dried up soils. In all the cases thorough understanding of behavior of water is required to ensure the need of water to plants and optimize the use of irrigation water.

6.1 Soils

Soil is initially formed by the disintegration and decomposition of rocks and minerals and accumulation of biological residues. Usually the outer layer of the land surface is referred

7.1 General

The major portion of water in a crop field gets lost through evaporation and transpiration. Evaporation is the process by which water is changed from the liquid state to vapor state. It takes place from the adjacent soil, water surface or from the surfaces of leaves of the plants. Transpiration is the removal of water vapour through plant body. Evapotranspiration(ET) is the sum of evaporation and transpiration. The process of evaporation and transpiration goes on simultaneously and difficult to separate them in a crop field.

The term consumptive use is used to refer evapotranspiration together with the water used in the metabolic activities of the crop plants. The actual amount of water used in metabolic activities is insignificant (less than 1% to ET). Therefore, the consumptive use and evapotranspiration are often used as synonymous term. It includes the water consumed by the plants

Hydraulics of wells means the laws that are applicable to understand the flow of water through the formation and certain aquifer properties that determine the discharge of a well. Darcy’s law is used in studying groundwater flow though Darcy’s law is not valid under certain cases.

8.1  Water Bearing Formation

The earth’s crust is called the lithosphere which consists of hard rocks and disintegrated rock materials. The outer parts of the earth’s crust are porous and containing partially and fully filled up with water. The surface strata of the earth is partially filled with water and is called as zone of aeration and the zone below this which is completely filled with water is called the zone of saturation. The zone of aeration is divided into (i) the soil water zone (ii) the intermediate zone and (iii) the capillary fringe (Fig.8.1).

9.1 Introduction

Water is a precious commodity. Necessity of conservation of water supply is increasingly felt all over the world as the demand of it continues to increase when the sources of supply are increasingly scarce. The conveyance and proportional distribution of water is one of the most important part of any irrigation project. Water available in the stream, reservoirs or wells is carried to the field of use through canals. The economy of any irrigation project largely depends on how efficiently the water is being transported and distributed in respect to water losses and cost.

Water losses in irrigation channels are mainly due to evaporation from the water surface and seepage from the bed and side of the channels. Seepage losses some time become the single important factor which causes unavailability of water particularly in downstream of the channel in canal irrigation system and excess pumping of water in tube wells and river lift irrigation system.

Poor quality of water is one of the important factors causes gradual accumulation of salts on the ground or in the root zone of crops leads to saline and alkaline condition. This results in loss of permeability, toxicity and anaerobic conditions. In salt affected soils plants face constraint to derive their nutrients at the required rate due to high soil moisture tension, which affects adversely the crop growth and productivity.

10.1 Causes of Salt Problems

The following are the reasons for causing the soils become saline or alkaline.
1. Rise in water table: A rise in water table and high evaporation and transpiration rates with poor drainage lead to build up dissolved salts.
2. Quality of irrigation water: Irrigation water contains the dissolved salts exceeding certain limit cause accumulation of salts in soil profile.

10.1 Land and Water Resource

India has got the world’s 2.45% area and 16.87% of population with only the 4% of available fresh water (Table 11.1). This indicates the necessity of development of water resources and optimal use of it. India at macro level does not have short of water. But the shortage of water is due if not properly managed by conservation and sector wise utilization.

The water resource potential of the country has been assessed by different agencies in different time (Table 11.1). It is observed that the latest estimate of 1869bcm (1993) are within the little variation of the estimates since 1954. The utilizable water resources of the country are assessed 1123bcm by CWC (1993) of which 690bcm from surface water and 433bcm from ground water sources. This 690bcm can be harnessed if matching storage structures are built. The surface water utilizable potential may increase by 220bcm if inter-basin transfer

12.1 Introduction

Agricultural drainage is the removal of excess water from the farmland for the purpose of providing favorable soil air environment for plant growth. Removal of water may take place form the surface or below the surface of the land. The practice of lowering ground water table below the root zone depth to improve the plant growth or to reduce the accumulation of salts in soil is also called as drainage

Drainage system is broadly classified as surface & subsurface drainage. Removal of excess water over the land surface is known as surface drainage & that of removing water below the surface is known as subsurface drainage. The flow of water in the form of evaporation or evapotranspiration also play important role in improving drainage situation. It gives the idea of the time required to get the wetland workable though it is not called a type of drainage as because this is very slow process & cannot be controlled by the human activities. However, using of certain tree plants e.g., Eucalyptus, Poplar, Casurina or similar species in wet fields, which transpires at high rate and improves the drainage problem by lowering the shallow water table is the new idea known as bio-drainage.

The purpose of a sub-surface drainage system is to lower the ground water table and removal of salts beyond the crop root zone. The ground water beyond table may rise due to commonly practiced flood irrigation method, seepage from unlined channels, percolation of rain and runoff water and sub-surface flow from higher areas. Sub-surface drainage consists of drains laid at a specified depth, spacing and grade below the ground surface. The size, spacing and depth of drains depend largely on the soil-water properties viz., infiltration, saturated hydraulic conductivity, drainable porosity; and the requirement of removal of water through drains in certain time period fixed on the basis of rainfall and crop cultivated. The drains are usually placed in a pervious stratum. Suitable filter of coarse sand and gravel may be used when it is placed in a low permeable stratum. Sub-surface drainage serves the important job of removal of concentrated salt solution from the crop root zone particularly in arid and semiarid region.

Advantage of sub-surface drainage system

1. Since sub-surface drainage are underground, no loss of land for cultivation. Some part of the land goes out of use for making drains in surface drainage.

Cartography has much back history than what we seen in portable form by its name or definition. Many prehistoric painting of caves had their own time frame record of maps, artifacts and design have been preserved hoping that they are sufficient to the era of forgotten habit and culture, and treasure explicit ancient world. The ancient wall painting of seventh millenium BC, might have indication of oldest maps in the world and the painting is assumed to be the location of ancient city Antolia as Mellaart, depicted 1967. Onward 600 BC, the modern form of cartography started to develop map. The pioneer contribution in map designing and development, old Greek and Roman were main contributor in this direction. One Greek Philoshopher Ptolemmy, multi-talented genius are recalled in this context, who later credited with first documented map of world during production of Geographica, is a treatise on cartography, very soon one Arabian Scholar Muhammad Al-Idrisi prepared a medieval Atlas involving knowledge of world collected by Arabic merchants in 1154.

In modem days, many informations receive through electronic media with instant connecting by satellite based information on social, economical, environmental etc. the informations are coded with feasible electronic encrypt and delivered to people. Similarly remote sensing, GIS (Geographical Information System) and GPS (Global Positioning System) also serve world for better understanding the ground reality along with reducing cost of operation, transforming data through electronic webs easily. In earlier phase, ground related information was not easily obtained because all kind of work had been done manually using analog maps of earth; even map draw was done by drafting from totposheet or hand maps, no interface of analog and digital world.

GPS stands for Global Positioning System, basically Navstar GPS is a radio based space aviation system developed by United state government which was operated by United State Air Force. It provides geographic location and time related information to GPS receivers under global navigation satellite from anywhere of earth where unobstructed line of sight to 4 or more GPS satellite co-ordinate (Anonymous, 2018). Even GPS not required any user for transmitting data, with working independently on any telephonic or internet receivers; through these technologies we can enhance usefulness of the GPS location based information. The GPS serves as critical positioning capacity to various fields like army operation, civil aviation, and commercial scope to wider scope in around world.

Preparation of base map being in mind, the forest, agriculture, water, road and boundary are almost same for all but theme may be different as per requirement. Base information is to survey and need terrain information, the preparation includes land forms by separation of water, kart area, coastal area. Meanwhile preparation of focus might be on DEM (Digital Elevation Model) and water movement helps in demarcation of boundaries on map.

Age old practice of photography was taken with still camera in parallel direction, not aerially scan or snapping which really present wider prospective of any object or places in rearranging or planning skilfully in two dimensional working. Earlier aeroplane played a important role in over head condition to capture snaps but again accuracy and angle of camera limited the works because these photographs were diagonally or trigonally not matched the reality of ground.

Fundamentally toposheet represents a kind of map in which topographic features of particular area is given details on the map features in two dimensional land surfaces. It shows both horizontal and vertical portion of the terrain with a combination of contour lines, contours, symbols, labels and related representation together in one piece of paper. Toposheet portray the shapes, location of mountains, many natural and manmade features, and the toposheet combinedly uses for extracting accurate information about particular area containing land surface features.

Aerial photography is objective of getting panoramic view of earth surface to analyze the features of earth and their interrelation at particular time period which may be changed in further events. In this concerned, the observation may play a vital role in achieving the goals of photography. Undoubtedly it is widely used in social function and so on, but still awaited for scientific or research use. Drone can measure the geometry of ground surface at lower altitude with more accuracy in the form of visual feature in natural colour. flight height of drone mainly limits the large area coverage due to lower flying and drone can work perfectly at low altitude planning with good quality feature/photography.

The information of image is perfectly accepted by eyes when the image will be in convenient form. Always pictures accurately detail about information related to their position, sizes and inter-related with each other is objects. Actually images portray positional information which can be recognized as objects. Human eyes are exact example for differentiating that information from images to innate visual and mental ability.

In beginning of aerial photography, the photos were taken to evaluate existing topography, plan observation and sampling incursion. After World War II, the assessments of aerial photographic data were much more difficult, and real geological data started to be extracted. The use of stereoscopic pairs enabled geologist to explain height structural features. But, the basic use of remote sensing data were collected was in explanation. These trends of comparative photography until development took place into the satellite age when satellite imagery began popular and commercially available. The availability of various imageries in several combinations opened a option to analyze regions in much more detail. Apart from this, the multiple flying allowed a prospect to be viewed in various light during differnt seasons. The development drastically decreased the cost of regional exploration by minimizing repeated trips to a place for reassessing. This permitted data to be gathered from the tropics and arid regions that was previously difficult task in wide regional field exploration. As computer age progressed being developed and enhanced the value of data that allows imagery as digitally highlighted specific features. Ground features like differential cropping, drainage patterns, and folds/faults may be identified.

Remotely gathered data are available from a range of sources and data collection techniques is often one type of tool that is not always found within the public domain easily. This is larger due to the fact that most of the data are acquired by equipment is expensive to build and maintain. However, there are many types of basic imagery, high-quality imageries are readily available widely at subsidized costs, particularly the purpose intented.

This chapter has focused on providing readers with a comprehensive understanding of business communication strategies and techniques in the Indian agricultural context. The chapter has highlighted the importance of communication in business, the challenges faced by the agricultural sector in India, and the need for effective communication strategies to overcome these challenges. The chapter has also provided an overview of relevant communication theories and techniques and their application in the Indian agricultural context. Understanding business communication is critical to developing effective marketing, supply chain, and other business-related strategies in the Indian agricultural context, and this chapter has laid a strong foundation for the same.

The COVID-19 pandemic has significantly impacted agribusiness communications, creating unprecedented challenges and opportunities for the sector. With restrictions on transportation, shortage of labor, and changes in consumer behavior, agribusinesses have had to adapt their communication strategies to remain operational and retain consumer trust. The objective of this chapter is to analyze the impact of the COVID-19 pandemic on agribusiness communication and suggest effective communication strategies to overcome the challenges posed by this and similar crisis which might arise in the future.

Entrepreneurship plays a vital role in driving economic growth, and its significance in the agriculture and allied industry cannot be overlooked. As the backbone of many economies, agriculture and its allied sectors provide employment to a significant portion of the global population. In this chapter, we will delve into the concept and overview of entrepreneurship in the context of agriculture and allied industry, exploring its definition, nature, characteristics, and the need for entrepreneurial skills. We will also highlight the benefits of being an entrepreneur in this sector, discuss the different types of entrepreneurs, provide relevant statistics and case studies, and touch upon the factors affecting entrepreneurial behaviour. Additionally, we will examine the current trends and forecast for the next three years in the agricultural entrepreneurship landscape and examine relevant statistics and case studies and shed light on the government’s role in promoting entrepreneurship in the Indian startup ecosystem.

Despite of pandemic the Indian economy has been growing consistently and Agriculture sector also maintained the momentum. Let us have an overview of investments in India’s agritech startups during 2019-2022:

1. Total investment: $2.5 billion
2. Number of deals: 234
3. Average deal size: $10.7 million
4. Top sectors: Market linkage (52%), Farm management (25%) & Agri- inputs (18%)
5. Key drivers of investment: Growing demand for food and agricultural products, Increasing adoption of technology in the agricultural sector and Government support for the agricultural sector

The Rochdale Society of Equitable Pioneers was founded in Rochdale, England, in 1844 and soon became a prototype for cooperatives worldwide. Its governance structure, known as the Rochdale Principles, is still a key guideline for the design of cooperatives. The social dislocations of the Industrial Revolution inspired workers and enlightened entrepreneurs to establish cooperative societies since the beginning of the nineteenth century.

Co-operation and Mutual trust, are some of the most cherished values, as given by the Ancient Indian wisdom and is part of our Indian culture. There is a saying, “Many hands make light work.” It is only through mutual trust, cooperation and team spirit can there be all round progress and prosperity, and success for everyone concerned due to the synergistic effects of combined efforts.

The word “Credit” is derived from a Latin word “Credo”, meaning “I Believe”. The Latin verb “credere” means “to repose confidence in”. Note that borrowing is a function of ability to command capital or services currently with a promise to repay it in future i.e. obtaining certain amounts of money as loan to be rapid as specified in the Agreement between the concerned parties. Credit means the ability to command other peoples’ capital in return for a promise to repay at some specified time in future. It is therefore the combination of the “ability to borrow” and “willingness to borrow”.

Agricultural finance generally means studying, examining and analyzing the financial aspects pertaining to farm business, which is the core sector of India. The financial aspects include money matters relating to production of agricultural products and their disposal.

In case of proprietorship business, the individual proprietor generally invests his own savings to start with, and may borrow money on his personal security or the security of his assets from others. Similarly, the capital of a partnership firm consists partly of funds contributed by the partners and partly of borrowed funds. But the company from of organization enables the promoters to raise necessary funds from the public who may contribute capital and become members (share holders) of the company. In course of its business, the company can raise loans directly from banks and financial institutions or by issue of securities (debentures) to the public. Besides, profits earned may also be reinvested instead of being distributed as dividend to the shareholders.

Thus for any business enterprise, there are two sources of finance, viz, funds contributed by owners and funds available from loans and credits. In other words the financial resources of a business may be own funds and borrowed funds.

Blockchain technology has emerged as a revolutionary solution in various industries, and agriculture is no exception. By providing a secure and transparent system for recording and verifying transactions, blockchain has the potential to transform the agricultural sector. In this chapter, we will explore the role of blockchain in agriculture, its benefits, and various use cases that demonstrate its potential. Additionally, we will present key statistics and real- world examples to illustrate the impact of blockchain in agriculture.

The use of drones, or Unmanned Aerial Vehicles (UAVs), in the agriculture sector has ushered in a new era of precision farming. These versatile flying machines equipped with advanced sensors and cameras have the potential to transform various agricultural activities, resulting in increased productivity, reduced costs, and more sustainable practices.

This chapter explores the history of drones, their components and functioning, the numerous agriculture activities where drones can be employed, the benefits they offer, real-world use cases, challenges in adoption, and possible solutions to fully realize their potential in the agriculture sector.

Kautilya or Chanakya - probably the world’s first Management Guru who was well known for his management models and strategies - is not the first strategist or author to write the Arthashastra. There were lot of gurus - purva acharyas - and leaders before him. Chanakya studied them all and compiled them into one book known as Kautilya’s Arthashastra. The book was written centuries ago when the country was ruled by kings. But Chanakya had so much wisdom and foresight that, each time you read it, you will discover something new, something different.

The world has changed so much since he wrote the book. We are in the digital age now. But the basic principles haven’t changed. They are eternal. Even almost 2300 years later, we all want the same thing - we want to live a healthy life, a life that has quality. And Chanakya tells you exactly how to do that.

Across the globe, leadership is a subject of serious discussion, study, and research. Universities now have centers of leadership. Many times, in an organization, the members become specialized in their particular field and department but they miss out on the complete picture. The leadership ideas of Chanakya give an insight into some strategic sutras which are simple and easy to understand yet powerful and impactful when applied. Chanakya’s futuristic and time tested sutras relating to Philosophy and Ethics, Thought leadership, Qualities of a leader and Power and Responsibility, etc. will be explored in this chapter.

Technology spurs Agricultural productivity through various scientific methods and innovations which is evidenced by the success of the Green revolution leading to agricultural development.

The Green Revolution arrived in India in 1968 and had a remarkable impact on the world of agriculture by increasing production yield by 2.5 times, amounting to approximately 2 billion tones, which has been noted as the world’s highest growth rate in the agriculture sector. Because of the science and technologies used in the form of

Although “e-agriculture” and other initiatives to bridge the rural digital divide were already underway around the world, the Community (and the term “e-agriculture”) emerged following the World Summits on the Information Society in 2003 and 2005. The WSIS global participants recognized that when addressing the challenges of the digital divide, particularly in the context of rural livelihoods, problems extend beyond technology. It is a multifaceted problem characterized by ineffective knowledge exchange and information content management, as well as a lack of human resources, institutional capacity, and sensitivity to gender and the diverse needs of various groups. With WSIS participants identifying and naming “e-agriculture” as a key action line to address the Millennium Development Goals, the United Nations Food and Agriculture Organization (FAO) was tasked with leading the development and subsequent facilitation activities that would truly engage stakeholders at all levels.

The goal of sustainable agriculture is to meet society’s food and textile needs in the present without compromising the ability of future generations to meet their own needs.

Practitioners of sustainable agriculture seek to integrate three main objectives into their work: a healthy environment, economic profitability, and social and economic equity. Every person involved in the food system—growers, food processors, distributors, retailers, consumers, and waste managers—can play a role in ensuring a sustainable agricultural system.

Easykrishi is a young enterprise that uses digital interventions with an aim to change agricultural practices from Reactive Mode to Proactive Mode. It is a consortium of 12 FPOs and 150 Ground Organizations. 14 In a world of declining land-holdings, we realize aggregation of agricultural resources is the only way to keep this planet sustainable for human survival. Aggregation ensures viability and profitability of Agriculture. Easykrishi’s baby steps in the entire cycle of aggregation of agricultural resources have made significant impact for Food Producer Corporations across Karnataka and they have made a mark on organizations and individuals that are dedicated for the betterment of Agriculture and farmers.

Since the industrial revolution in the 1800s, automation got more advanced to efficiently handle sophisticated tasks and increase production. With increasing demands and shortage of labor across the globe, agriculture robots or commonly known as Agribots are starting to gain attention among farmers. Crop production decreased by an estimated 213 crores approx ($3.1 billion) a year due to labor shortages in the USA alone. Recent advancements in sensors and AI technology that lets machines train on their surroundings have made agrobots more notable. We are still in the early stages of an ag-robotics revolution, harnessing the full potential of the Internet of Things in agriculture, with most of the products still in early trial phases and R&D mode.

Smart Farming is a hi-tech and effective system of doing agriculture and growing food in a sustainable way. It is an application of implementing connected devices and innovative technologies together into agriculture. Smart Farming majorly depends on IoT thus eliminating the need of physical work of farmers and growers and thus increasing the productivity in every possible manner.

With the recent agriculture trends dependent on agriculture, Internet of Things has brought huge benefits like efficient use of water, optimization of inputs and many more. 

Cloud-based software is used for the management of financial and field activities of farms. Prior to computers, farmers maintained data manually by keeping lengthy records on papers. This method was prone to human calculation errors. After the computer boom in the 1980s, it was not long before finance software such as Money Counts came to market. 

Agriculture marketing and Rural marketing are two words used interchangeably by the people at large with the study of agriculture and management discipline. India is known to the world for its agricultural growth through the green revolution. India is an agriculture-based and oriented economy with approximately six and a half lakh villages predominantly involved in agricultural and agri-based activities. Rural India is termed as the backbone of the Indian economy and it contributes significantly to the economy and to its GDP (Gross Domestic Product) in terms of providing food grains (Cereals and Pulses), vegetables, and fruits which are essential ingredients for human life.

India is known for its heritage and diaspora has 6,40,867 villages with a population of aprox 120 crore people which is about 66.46 % of the population. The villages in India have always remained neglected and never tried to market their products to urban consumers. But the rise in incomes of the Indian urban consumers and the increased awareness due to technological advancement it leads to the growth of the Indian consumer market which became attractive for the Indian as well as foreign companies. The efforts by Indian Government for rural products contributed to the development of rural products and their marketing. 

A marketing strategy of a business is the game plan of an organization for approaching its target market effectively. Marketing strategy is also used to target the prospective customer and converting them into loyal consumers for the brand and services being offered by the companies.

A marketing strategy is the building block of a marketing plan and consists of the value which the company wants to offer, its key message which the company wants to convey to the target market and other elements which are key in the area of marketing.

There are many distribution networks which an organization may use depending upon the nature and usage of the product. Generally, there are two types of distribution networks which are being widely used the first is direct selling to the customer and the second is to have intermediaries in between which ensures that the product is available to the final consumer. In this indirect method the company is not in direct touch with the customer and this gap is filled by the middleman. The middleman not only provides the product to the customer but he also provides continuous feedback to the organization about the product and market demands. 

The communication which is the core of the Communication Mix plays an important role in promoting the product to the outside world and especially to the target market. In the marketing of rural products, application of latest, innovative and enhanced technologies is crucial for effective communication with urban consumers. This also helps in conveying the features of rural products. The adoption of the latest technologies ensures the economic well-being of the rural marketers by increasing the reach of the products and in creating awareness about the product. The technology helps in faster dissemination of the rural product information to the consumer.

The market research process is equally critical to rural marketing as to urban marketing because of two main reasons:

• The marketer has a limited understanding of the rural/urban consumer
• The marketer who is urban-oriented may need to find different ways to understand the decision variables in the urban market.

Agriculture depends mainly on natural resources like land situation, soil, water and a favourable climate. Continuous agricultural practices adopted without conservation of such precious resources may lead to unsustainability of growth in agriculture. Conservation of these resources and their sustainable use with appropriate measures would be required for a sustainable agriculture.

Modern farming system was aimed to maximise crop production by use of high yielding crop varieties or hybrids and application of agro-chemicals like fertilisers and pesticides along with irrigation and better crop production technologies. But without consideration of its impact on the environment and economics of the farmers, the monoculture of rice and wheat with agro-chemicals caused land degradation, soil and water contamination, gene erosion and environmental pollution.

Alternative agriculture is a production system that follows the concept of agroecology and does not use conventional methods. Natural farming, Bio-dynamic farming, Organic farming, Permaculture, Homa farming and many others are considered as alternative agriculture. In spite of some differences, these practices aim at preserving the environment and minimise the use or avoid synthetic agrochemicals. They rely on natural cycles, by using crop rotations, cover crops or no-tillage, etc.