A STUDY ON CONSTRAINTS FACED BY THE ORGANIC FARMERS OF PADDY CROP IN MARKETING THE PRODUCE WITH SPECIAL REFERENCE TO KANCHEPURAM DISTRICT OF TAMIL NADU

The current study aims to better understand of the marketing difficulties faced by the organic farm producers in specific to the paddy crop-specific marketing difficulties organic farmers in Kancheepuram, Tamil Nadu, experience. The majority of organic farmers today encounter various challenges when attempting to market their products to consumers. The market for organic food supply chains is now suffering from a lack of infrastructure, excessive costs, a lack of consumer awareness, a lack of retailer support, a lack of government backing, etc. Furthermore, the sector as a whole frequently uses subpar distribution and marketing strategies for organic products. In the meantime, the current consumer market is seeing a surge in demand for organic products. Drawn from the methodology, totally 67 farm respondents are interviewed and using simple random sampling method in Kancheepuram district of Tamil Nadu. The results shows that, shortage of the infrastructural facility is one of the major problems according to the farmers and they are very much struggling to move their organic products from one place to another place. As concluded that the need for entire development like infrastructural facilities like road facilities, transport facilities, remunerative prices for organic food, storage facilities, creating awareness about farmers with respect to improving the marketing of organic goods. By and large, the way for chemical free products should reach with feed the entire markets on time thereby serving the consumers be satisfying for the organic food.