Volume: 3, Issue: 1
INTRODUCTION
Rural population forms a major portion of the Indian population. The census oflndia reports 72.2 % of the Indian population as residing in the rural areas. It is also found that 77 % of the rural population depends on agriculture and horticulture is a part of agriculture. The vibrancy of the Indian economy will depend to a very large extent on the buying power of the rural masses. A prosperous agriculture/horticulture sector is of para mount importance to the Indian economy. India isthe second largest producer of fruits and ve!,etables in the world, next only to China. Its share in the world production of fruits is eleven percent and vegetables seven percent. Because of its varied agro climatic conditions, temperate, sub-tropical and tropical, India can produce a variety of fruits and veg etables. The era of globalization and the process of liberalization have given a new impetus to the growth path and modernization of the Indian economy. It is imperative to restructure and reorient the agriculture/horticulture sector to meet the specified global needs. The emerging horticulture scenario calls for new initiatives in order • to give a fillip to steady growth of horticulture production and marketing both in the domestic and interna- tional markets. A Professional Approach to develop and implement comprehensive, effective and efficient marketing strategies to assist the horticultural farmers both big and small to help increase sale both in the domestic and export markets so that it can contribute significantly in strengthening the Indian economy.
