Agricultural marketing plays an important role in determining farmers’ market access, selling opportunities, and returns from agricultural production. This study examines agricultural production and the marketing challenges and opportunities experienced by farmers in the Bodoland Territorial Region (BTR), Assam. The aim of the study is to identify the major agricultural crops cultivated by farmers and examine the challenges and opportunities associated with marketing their produce. The study adopted a quantitative, cross-sectional survey design with a descriptive and exploratory approach. Primary data were collected in 2025 from 400 farmers in the Udalguri and Chirang districts of BTR, supplemented by secondary agricultural statistics. Descriptive frequencies and percentages were used to analyse the data. The findings indicate that rice dominates the cropping pattern, while potato, rapeseed and mustard, and other crops contribute to agricultural diversification. Farmers reported substantial marketing difficulties, particularly low market prices, price fluctuations, high competition, transportation costs, limited market information, and post-harvest losses. Primary and secondary wholesale markets were commonly preferred for obtaining better prices. Market distance, ease of access, prices offered, payment reliability, and the volume of produce handled were important considerations in marketing-channel selection. The findings also revealed limited participation in processing and packaging activities, indicating scope for strengthening post-harvest management and value addition. The study concludes that improving market access, information availability, handling practices, and marketing arrangements could help address farmers’ marketing constraints and enhance agricultural marketing opportunities in BTR.

Keywords: agricultural marketing, price realization, marketing challenges, marketing opportunities, farmers, market access