Abstract
Since the performance of cooperative marketing in India is not very impressive and as they are yet to show their presence in several areas encompassing marketing of agricultural produce, a number of measures need to be initiated to truly exploit their potential for which they have been established. The suggested measures encompass strengthening of existing societies, diversification drive for their various activities, development of multi-purpose societies, restriction imposed on membership, minimum government interference, inculcation of cooperative ideology among members and staff associated with the societies, representation of small and marginal farmers, dependence on well educated and trained personnel, provision of some minimum facilities at the base level.
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