Alternate marketing channels are emerging in which the farmers mostly sells their products to the consumers directly which increases their share of income. Some examples of these channels are:

•Apni Mandi in Punjab, Haryana and Rajasthan

•Hadaspar Mandi in Pune

•Rythu bazaar in Andhra Pradesh

•Uzhavar Sandies, a farmers market in Tamil Nadu

Apart from these channels, many national and multi-national fast food chains are forming alliance or getting into contracts directly with farmers to provide them vegetables, fruits and grains of the desired quality. They also provide the farmers with seeds and other inputs. This minimises farmers’ risk and help them get better value for their produce and also expand market for farm products.