In recent years agricultural sector in India has grown in size and complexity. Good improvement
is registered in production, marketing channels, institutional credit and regulatory reforms, etc.
As per Food and Agriculture Organization of the United Nations 2010 data, we have been
ranked within the world's five largest producers of over 80% of agricultural produced items, but
the fact is most of the farmers in India are facing the challenges of poverty, food security and
unemployment. To overcome such situations in liberalized environment, there is a need for
developments in marketing infrastructure, marketing strategy, marketing policy, rural credit
systems and related parameters, along with farmer friendly marketing reforms so as to make
farmers to quickly adopt to the rapidly changing agricultural market system and realize the
benefits. In this regard, present paper focuses on understanding the issues faced by the small and
medium farmers in marketing their agricultural produce to make their living better and modify
agriculture as a profitable business.