Agricultural marketing is challenging due to the perishable nature of produce. Conventional markets such as the Rural Primary market (weekly haat) and Wholesale market (Mandi) have limitations like poor market infrastructure, middlemen, and informal traders’ network to regulate the price. To eliminate middlemen and increase the producer's share in consumers’ rupees paid at the market, direct marketing has a scope with several initiatives such as Farmgate sale, Rythu bazaar, Contract farming, e-NAM, etc. There is a win-win situation for both producers and consumers to get higher price realization and consumer satisfaction. Besides challenges with direct marketing, policy measures to deregulate the market are enabling direct marketing to prosper without any state restriction and trader's influence.