The objectives of this paper were to explore the existing status of agricultural higher education in India, application of marketing concepts in similar institutions and to find the most appropriate marketing concept to make agricultural higher education more competitive. Extensive searches of relevant agricultural education, business management and higher educational data bases were made. It was found that agricultural higher education in India is stagnant and is facing an identity crisis among its stakeholders. Marketing theories and concepts which are now being applied in higher education across the globe have not been thought of in the context of agriculture education. A review of the literature suggested that considering the objectives, the multiplicity of stakeholders and the nature of public-funded agricultural education, marketing orientation would be most appropriate. Based on the experiences of similar institutions, the paper suggests a three-level strategy for the implementation of marketing orientation in institutions of agricultural higher education.