For some farmers, the share is up to 23 per cent.
According to a sample survey conducted by the Indian Market Research Bureau 60 per cent of farmers reported that they chose which market to sell their produce at based on the price information they received each day. World Bank’s study in 2010 indicated 8 per cent increase in price realisation to RML farmers who directly sold to traders. 
Killing several birds with one Stone
The State of Tamil Nadu has seen phenomenal performance in agriculture as farmers are getting more responsive to changing technologies there. The State Government took the challenge of achieving more growth in the sector by promoting schemes such as intensive integrated farming, comprehensive watershed development activities, micro irrigation systems, etc. To send out timely and contextualised advisory messages, the government was using multiple channels like flyers, radio announcements, field agents, etc.