Position: Market Linkage Expert (FPO) Project Management Unit (PMU) – Central Sector Scheme on Formation & Promotion of 10,000 FPOs Location: New Delhi (with All-India travel)
1. Background
The Government of India is implementing the Central Sector Scheme “Formation and Promotion of 10,000 Farmer Producer Organisations (FPOs)” to promote aggregation, institutional strengthening, and enterprise development of small and marginal farmers.Under the scheme, 10,000 FPOs have been formed across the country, mobilizing approximately 60 lakh shareholder farmers. To ensure long-term sustainability, FPOs must transition into viable business entities with strong market linkages, diversified sales channels, and institutional buyer integration.A dedicated Project Management Unit (PMU) has been established to support enterprise acceleration and market integration. The Senior Marketing & Market Linkage Expert will anchor the national-level marketing strategy and structured market support interventions for FPOs.
2. Purpose of the Position
To design and operationalize a national marketing and market linkage strategy for FPOs under the 10K FPO Scheme, enabling FPOs to achieve sustainable turnover through structured input-output business models, institutional tie-ups, and digital commerce integration.
3. Key Responsibilities
A. National Marketing Strategy Development
- Develop a comprehensive Marketing & Market Linkage Framework for FPOs.
- Identify commodity clusters and priority value chains.
- Design strategies for aggregation, branding, and value addition.
- Support development of 100 Lighthouse FPOs as market-ready models.
B. Institutional Buyer & Bulk Market Linkages
- Facilitate structured linkage of FPOs with:o Institutional buyers o Retail chains o Processing industries o Government procurement agencies
- Promote long-term supply contracts for FPOs.
C. E-Commerce & Digital Onboarding
- Facilitate onboarding of FPOs on digital platforms such as:o Government e-Marketplace (GeM) o Amazon o Flipkart
- Develop digital marketing and product listing guidelines.
- Support branding, packaging, and compliance readiness.
D. Business Planning & Turnover Enhancement
- Support FPOs in developing commodity-wise marketing plans.
- Facilitate integration of input and output business models.
- Provide advisory on price discovery, negotiation, and risk mitigation.
- Track turnover performance and market expansion metrics.
E. Market Intelligence & Advisory
- Develop a Market Intelligence System for commodity tracking.
- Share periodic price trends and buyer demand reports.
- Identify emerging opportunities in agri-value chains.
F. Monitoring & Performance Tracking
- Develop marketing performance indicators for FPOs.
- Track progress of FPOs achieving structured turnover milestones.
- Support identification and mentoring of high-potential FPOs.
5. Qualification & Experience
- Postgraduate degree in Agri-Business Management, Marketing, Rural Management, MBA (Marketing), or related discipline.
- Minimum 2-3 years of experience in:o Agri-marketing and value chain development o Institutional buyer linkage o Market systems development o E-commerce integration for agri-products
- Experience working with FPOs, agri-collectives, or farmer institutions preferred.