cpdclinicalbiochem.co.ukCPDCLINICALBIOCHEM.CO.UKCPDCLINICALBIOCHEM.CO.UK3008-044410.61336/cpdcb/2024-01-12Barriers and challenges-agricultural marketing of the produce faced by the farmers in TamilnaduM. Jeyaramya NoneResearch scholar, Research Centre of Economics, V.O. Chidambaram College, Thoothukudi-628008, Tamilnadu. Affiliated to Manonmaniam Sundranar University, TirunelveliAgriculture fulfils the basic needs of human kind  by producing food. Farmer used to produce food and commodities mostly for self-consumption or for exchange with others mostly in the same village or nearby places. At present, production  environment  has changed considerably from self- reliance to commercialization. Agriculture, generally means growing of crops and livestock while, marketing encompasses a series of activities from  the  point  of production to point of consumption. There are key factors influencing agriculture in both production and marketing may be classified as physical, social and economic factors. Mostly  marketing  in  Tamilnadu has been through various channels like  middlemen,  traders,  retailers and by direct marketing. To overcome  various  limitations  and  to provide greater benefits to  the  farmer  which  were  taken  by middlemen, Direct Marketing was implemented. The Government have taken steps in restructuring to regulate Agri Business and encourage entrepreneurs. The Government also  took  necessary  steps  like practicing fair trade price to the farming community to support the left behind farmers in the competitive marketplace and supporting  with latest technologies to reduce the loss incurred during various stages of harvesting. By implementing various technological ideas and through value addition agricultural business can be streamlined in this competitive market.