Trade in arecanut is always a gamble and farmers are the worst hit. The price advantages are not transferred to farmers and the traders are making hay under such circumstances. Lack of market information and intelligence has pushed the farmers to the state of price takers. In order to protect the farmers and save them from distress sale of arecanut and to guide them in making proper decisions with regard to marketing, the Domestic and Export Market Intelligence Cell, Department of Agri-business Management, University of Agricultural Sciences, Dharwad is making efforts.