Agricultural Market Intelligence as an Extension Tool for Improving Farm Income: Evidence from Andhra Pradesh, India

Abstract

Price volatility and information asymmetry in agricultural markets frequently restrict farmers from maximizing their revenue. To address this gap, the Agricultural Market Intelligence Centre (AMIC) at Acharya N.G. Ranga Agricultural University (ANGRAU), Andhra Pradesh, developed a robust price forecasting and dissemination mechanism. Utilizing advanced predictive models, including Artificial Neural Networks (ANN) and Autoregressive Integrated Moving Average (ARIMA), AMIC generates crop price forecasts with validated accuracy rates ranging from 86.54% to 96.38%. These forecasts are distributed synchronously with crop production and marketing seasons via diverse ICT channels, including SMS, digital portals, regional agricultural publications, and a network of 10,776 Rythu Seva Kendras (RSKs). This studyevaluates the socioeconomic impact of AMIC’s advisories during the 2024–2025 agricultural year, based on a sample of 434 farmers cultivating groundnut, cotton, black gram, maize, turmeric and jowar. The findings reveal a 61.11% awareness rate regarding the disseminated forecasts, with an active adoption rate of 33.13%. Crucially, farmers who aligned their marketing decisions with AMIC advisories realized a significant economic advantage, securing an average premium of ₹451 per quintal on their sale proceeds. The study concludes that deploying data-driven market intelligence through robust digital infrastructures is essential for building sustainable food systems and actively advancing the national vision of an Atmanirbhar Bharat.