Summarized report on Digitalization in Agricultural Marketing in India

1. DIGITALIZATION IN
AGRICULTURAL MARKETING
HEMANT TIWARI
B.SC. AG, SHRI RAM COLLEGE, MUZAFFARNAGAR, UP.
ABSTRACT
Digital technology is a new factor in economic growth, and the majority of companies
are effectively utilizing it to benefit their clients. The adoption of digital technology by
the agricultural industry to enhance consumer value is not at far behind. Digital
technology is a new factor in economic growth, and the majority of companies are
effectively utilizing it to benefit their clients.
Adoption and use of digital marketing empowers farmers for efficient supply chain. It
provides better price realization to the farmers. Conventionally, in order to trade,
farmers stock up the produce and travel to the nearest mandi from the villages, which
can be sometimes be miles away. The things changed in this modern era everything is
now digitalized, digital platform provides smooth marketing of the produce at pan-
India level.
It makes it possible to monitor and evaluate marketing initiatives. It facilitates the
development of a relationship with the clients. The use of digital marketing tools
enables consumers to keep informed about goods or services. Although there is certain
hidden lacuna behind the digital marketing- as agribusiness is all about quality of
commodities so images can be deceptive sometimes.
In addition to it packaging and transportation of products is a little bit challenge to the
farmers as all the arrangements for the logistic is to be done by farmer. It is a barrier
that reduces the effectiveness of marketing. This study shows the opportunity and
challenges of digital marketing faced by the farmers as the world is moving towards
becoming totally digital.
INTRODUCTION
Agriculture with its allied sector is the major backbone of the country’s economy. It is the
largest source of livelihood to vast population of the nation Contribution of agriculture in GDP
is about 17-18% in the year 2022-23 (17.7% in 2019-20) and provides employment to around
58% of the population. By 2025, Inc42 projects that the Indian agricultural sector would grow

2. to a value of US$24 billion. The sixth-largest food and Digitalization in Agriculture grocery
market in the world is in India, where 70% of sales are made through retail.
The government estimated the country’s production of food grains to be about 154.19 million
tons during kharif season and 155.12 million tons in the rabi season 2023-24.
Agricultural marketing is a decision-making process that includes pre- and postharvest
operations, assembly, grading, storage, transportation, and distribution. It begins with a
decision to produce a marketable farm product and involves all institutional and financial
aspects of market structure or system.
To promote growth, employment, remunerative prices, and economic success in rural areas of
the nation, the agriculture industry needs well organized and effective markets, ideally close to
farmers. It was also necessary to put in place enabling mechanisms to purchase agricultural
products directly from farmers' fields and to create a strong connection between the farming,
retail, and food processing sectors.
In the modern era everything is changing into electronic world. Digital technology is expected
to become a new factor in economic growth, and the majority of sectors successfully employ
technology to add value to customers. Agriculture is nevertheless lagging behind; it is also
incorporated with digital world.
1. DEFINITION: - Digitalization in agricultural marketing refers to the integration of
digital technologies and platforms into various aspects of agricultural marketing process.
This includes activities such as marketing research, advertising, sales, distribution, and
costumer engagement within the agricultural sector. Digitalization aims to streamline
operations, improve efficiency, reduce cost, and enhance transparency and accessibility for
farmers, traders, and consumers alike.
EXAMPLES:- Includes online marketplace, mobile apps for price tracking and crop
management, digital payment systems and e-commerce platforms for agricultural
products.
2. BENEFITS OF DIGITALIZATION :- There are several benefits of using digitalization in
marketing and advertising.
 Cost of marketing and advertising is more affordable – Small businesses as well
as startup companies and corporation can easily implement it without going too deep
into their pockets to manage advertising for their products and services.

3.  Outcomes are more quantitative. You can now respond to the question, “Which half of
your advertising spends is driving results for you?”
 Enables more precise targeting – reach your ideal consumer with accuracy.
3. IMPACT OF DIGITALIZATION IN MARKETING:- Marketing is now rapidly evolving
into a society driven exceedingly by technology. As a result, all sectors are moving towards
digitalization. Be it the education sector, the agricultural sector, or the business
ecosystems; it has an impact on all sectors.
 The importance of digitalization in developing business ecosystems is growing day by
day. Accommodating technology has been demonstrated to be a beneficial factor in the
graphs of businesses. It makes the work systems more comfortable and less
complicated; that way, people can fully focus on the work and be less disturbed by
external factors that were prevalent earlier.
 Digitalization has allowed businesses to prompt communication. Businesses are
presently building systems that will improve their digital growth, one of the most
important factors. The world is online now, and it becomes imperative for businesses
to exist online for them to exist offline. The companies are now structuring their old
business strategies and including the new technological developments in those
business models.
DIGITALIZATION IN AGRICULTURAL MARKETING
The promotion of diverse agricultural products through electronic
media is known as digital marketing.
Digital marketing has become a crucial part of all forms of communication and is crucial to
success of agriculture. The best fresh products are offered to clients and farmers through
digital marketing at the best costs. By addressing their needs and wants, it also improves the
bonds between farmer and there costumers.
 NEED OF DIGITAL MARKETING IN AGRICULTURE: - Agriculture is the key
sector in the nation. Crop production in India has been improved from the green
revolution, which is the important weapon to fight against the world hunger to
improve the livelihood of people and in increasing the crop production which leads to
economic growth increase the economic growth. Application of ICT in agriculture will
helps.
 METHODS USED IN DIGITAL MARKETING:- The use of ICT in agriculture has
increased over a period of time . The farmers can market their produce through
websites, web portals, through mobile services with mobile apps.
Mobile services are very cheaper mode of marketing the products by creating mobile
apps. The market update can reach the farmers and consumers in fraction of seconds.
With the market updates they can get the products directly from the farmers.
No intermediators are required by the use of digital marketing in agriculture.

4.  IMPLEMENTATION OF DIGITAL MARKETING IN AGRICULTURE:- With more
than 50% of the population engaged in farming and other allied activities, India is
known to be a developing nation with a primarily agricultural-based economy.
However, there is a gradual rise in digitization and modernization taking place in
several aspects.
Although a significant part of the population is involved in agriculture, this sector
contributes only around 18% to India's gross domestic product (GDP). The reason
behind the plight of Indian farmers can be attributed to two significant factors:
rampant illiteracy and corruption at the rural levels and the presence of too many
intermediaries in the supply chain of the farm produce. Even though India is blessed
with the most extensive irrigated land (in terms of arable land), our productivity stands
only around 20% to 40%.
Several efforts are being taken by the government and other organizations not only to
make the farmers aware of modern technologies and techniques like the use of high
yielding variety seeds, increasing farm mechanization, usage of organic fertilizers, but
also to make them affordable for the farmers. These practices have no doubt helped
improve agricultural production over the years, but it has been a constant challenge to
provide a market for the marketed surplus and getting fair prices for the same. Thus
there arises a need to employ modern techniques in agricultural marketing.
 CHALLENGES OF IMPLEMENTING DIGITAL MARKETING IN AGRICULTURE:-
INFRASTRUCTURE ISSUES: While India has made significant development in terms of
infrastructure in other sectors, the support in the agribusiness sector is sub-par and
lacking behind most of the economies.
CONECTIVITY ISSUES: Network connectivity is the heart and soul of any digitization
process. It is unfortunate that despite having the second-largest number of internet
users, connectivity is a significant issue in most of the rural parts of India
RELUCTANCETO SWITCH TO ALTERNATECHANNELS: While it has taken
considerable time to make farmers switch to modern farming practices and is still a
work in progress, they are not willing to shift to newer marketing channels. The
underlying reason behind this is that they were not able to market their products
themselves and have had a long working relationship with the middlemen and agents,
even though the latter earns more and eats up a huge profit of the former.
 SCOPE OF DIGITAL MARKETING IN AGRICULTURE- While, a lot of different
businesses have taken up digital marketing strategies, and run a mix of offline and
online campaigns, the technology adoption rate in the agriculture sector is
comparatively low.

5. This may be due to the perception that non-digital techniques are more fruitful in this
case. However, the Government of India has taken up several initiatives, the most
significant being the "Digital India Movement" in 2015, which is aimed at transforming
rural India into a digitally powered economy.
This program also strives to increase digital literacy and the adoption of digital
services. Applications are developed by the government as well as individuals to
educate farmers regarding best farming practices, crop care, and weather forecast. A
survey in 2017 shows that 65% of the internet usage data generated from rural
households was for e-commerce. This shows the light of hope that people are becoming
aware of the possibility of growing business using the internet.
 ADVANTAGES OF IMPLEMENTATION OF DIGITAL MARKETING IN
AGRICULTURE-
DISINTERMEDIATION OF MIDDLE MAN: Growers and agriculturist can directly
contact the buyers (wholesalers and dealers), which reduces the number of
intermediaries in the supply chain. This results in better price realization, better
availability of crops, and less scarcity.
GROWTH AND TRANSFER OF KNOWLEDGE: Farmers are now having access to
modern farming methods and techniques.
This knowledge will help them increase their productivity. At the same time, if the
farmer is provided adequate training, he or she might be able to share this knowledge
with a wider audience in several vernacular languages by creating his or her blog or
website and using social media network serving to share it.
ABILITY TO CONNECT TO A WIDER AUDIENCE: Digital marketing will be beneficial
to farmers to reach out and be visible to a broad range of audiences. At the same time,
they may come in contact with suppliers of post-harvest technologies such as transport,
storing and packaging etc.
While there are several challenges involved in adoption of digital marketing for
agriculture produce, it represents a huge opportunity for agriculturist in the future.
With the increasing amount of literacy in rural areas and improvement in
infrastructures, it is quite hopeful that there will be a significant adoption of digital
marketing in the agribusiness sector as well. There has been a significant adoption of
digitalization in the forward linkage part of the agro supply chain.
Organizations, governments, and the youth must think of ways to promote the adoption
of digital marketing strategies in the backward linkage part as well.

6. The agricultural sector is one of the most important production sectors and one of the
most important sources of income in many countries such as Canada. The world of
businesses related to agriculture has also expanded a lot these days. From modern
harvesting tools to modern farming equipment for farm control. Even the supply chain
service system is completely digitalized and online these days in many countries of the
world.
These days, companies and individuals who operate in the field of agriculture can
choose between two completely different ways to continue their activities. One is the
traditional and usual method that has a history of decades and the other is a new
method for advertising and marketing with the help of digital marketing. But the truth
is that digital marketing provides more opportunities for growth and visibility for any
business, including agribusiness. It also enables business-to-business trade for small
and large businesses easily.
Among the advantages of digital marketing of agricultural products compared to
traditional marketing, the following can be mentioned:
1. The possibility of farmers’ business growth in the long term
2. Creating more reliable income by eliminating middlemen and brokers and direct sales
3. Better identification of domestic and foreign market needs and increasing the share of
both markets
4. Increasing the sale of agricultural products without having to pay for advertising
5. Increasing the awareness of customers about the brand of farmers’ products and
increasing the probability of their loyalty
6. The ability to check sales and purchase statistics and finally change the strategy in
recession conditions
 IDEAS FOR USING DIGITAL MARKETING IN AGRICULTURE:- If you plan to
expand your business with the help of digital marketing, the first step you should take
is to have a website and presence on social networks. But these two cases are the most
basic ways to use the internet for business growth.
With these tools and a little creativity you can find a new way to advertise.
ACTIVITY IN SOCIAL MEDIA WITH AFOCUS ON NATIVE AUDIENCE: Agriculture
products are one of those products that usually have a local costumer. That means, if
you can sell your products near the place of production, you save on shipping costs and
many other business costs. One of the best ways to promote your business locally is to
use social media to target local audiences.
ACTIVITY IN ONLINE MARKET: These days, online markets have become very popular
and there are several successful examples of these businesses.
SELLING ONLINE AGRICULTURE PRODUCTS: These day people are looking for
organic products more than ever. If you can dedicate a part of your activity to the

7. production of organic products, you can make the most of the opportunity that is
provided to you.
Usually, people who work in traditional businesses are less inclined to use digital
marketing for their advertising. Of course most of them think that it is not possible to
use this opportunity for traditional businesses. But these days, thanks to the Internet
almost all businesses have equal opportunities for growth and development and
agriculture is one of these businesses.
DITAL MARKETING PRACTICE ADOPTED BY AGRICULTURE
SERVICES COMPANY IN INDIA
 INTRODUCTION: India is an agricultural country that is directly or indirectly
dependent upon the agricultural sector. India has placed a strong emphasis on
agricultural production, ranking second in the world such as crops rice, fruits, and
vegetables after China. Marketing is getting crucial in the field of agricultural
products to consumers, selling output, obtaining a fair price, building relationships,
and delighting customers.
Agriculture marketing has been assumed that includes all services involved in getting
a farm product from the farm to the end user. Planning, organizing, grading,
packaging, holding, processing food, distributing and marketing are all made easier
with it. Due to increased marketed surplus, rising urbanization, and income levels, and
subsequent changes in the pattern of demand for marketing services, the agriculture
marketing system has undergone many changes over the previous 60 years.
Important factors that affect the anticipated result The application of (ICT) in the
agricultural industry is known as e-agriculture or e-agribusiness. Every aspect of the
agri-food chain will be affected by digitalization, but it will necessitate big changes in
farming, rural economics, and produce marketing. Farmers gain from ICT use in
agriculture since it enables them to learn about the market and sell their products.
 LITERATUTRE REVIEW: Jairat M. (2012), “variance proliferation of regulated
markets throughout the presence of requisite infrastructure in these controlled
markets ,amenities/facilities the benefits to farmers from selling A regulated
market’s agricultural products differ from region to region.
Balu (2020), “inadequate’ extension services and limited access to information cause
a gap in the adoption of technology and low levels of productivity in the agricultural
sector. He also made the point that timely information is essential for the
development of Indian agriculture. A digital technology solution enables effective
engagement of agribusiness by young farmers.

8. Oseremen Ebhote (2020), “came to the conclusion that digital marketing is a highly
effective transformation for agricultural development. The government must take the
required actions to increase farmer knowledge of digital marketing. Sudhakar Reddy
(2021), “digital marketing’ platforms are beneficial to farmers since they raise the
selling price and lower the marketing expense of their agricultural product, such as
cotton lint, maize grains, paddy, and vegetables, among others. A useful tool for
company and information, digital marketing. He also says that the marketing of large
amounts of crops is aided by digital media. He recommended that the Indian
government and state governments adopt strategies and policies for the sustainable
development of the digital agriculture sector.
 RESEARCH METHODOLOGY: The current study is supported by secondary data
the various secondary information sources used for the present research paper
include the journals , google survey form, magazines, and Agricultural related
websites.
RESEARCH OBJECTIVES:
1. To study digital marketing in India.
2. To study benefits and drawbacks of digital services for agricultural marketing.
3. To research way to enhance digital agriculture marketing in India.
E-choupal
It was release in 200 by Indian Tobacco Company Limited (ITC). By the use
of internet, e-choupal links rural farmers with agricultural and aquaculture goods
including coffee, soybeans, and prawns .Farmer-to-farmer pricing and negotiations will
be possible in rural regions because to ITC distribution of computers and internet
access.
BENEFITS OF E-CHOUPAL: ITC Limited has provided computers and Internet access in
rural areas across several agricultural regions of the country, where the farmers can
directly negotiate the sale of their products with ITC Limited. Online access enables
farmers to obtain information on mandi prices, and good farming practices, and to
place orders for agricultural inputs like seeds and fertilizers. This helps farmers
improve the quality of their products, and helps in obtaining a better price.
ITC Limited kiosk with Internet access is run by a sanchalak — a trained farmer. The
computer is housed in the sanchalak's house and is linked to the Internet via phone
lines or by a VSAT connection. Each installation serves an average of 600 farmers in
the surrounding ten villages within about a 5 km radius. The sanchalak bears some
operating cost but in return earns a service fee for the e-transactions done through his
e-Choupal.

9. The warehouse hub is managed by the same traditional middlemen, now called
samyojaks, but with no exploitative power due to the reorganization. These middlemen
make up for the lack of infrastructure and fulfill critical jobs like cash disbursement,
quantity aggregation, and transportation.
Since the introduction of e-Choupal services, farmers have seen a rise in their income
levels because of a rise in yields, improvement in quality of output, and a fall in
transaction costs. Even small farmers have gained from the initiative. Farmers can get
real-time information despite their physical distance from the mandis. The system
saves procurement costs for ITC Limited. The farmers do not pay for the information
and knowledge they get from e-Choupals; the principle is to inform, empower and
compete. E-marketplace for spot transactions and support services to future's
exchange.
AGMARKNET
The Agricultural Marketing Information Network (AMIN) is a DMI-
sponsored initiative to provide a national information network for the quick gathering
and transmission of pricing, commodity, sales, arrival, and contract farming
information.
In March of 2000, it was established by the ministry of agriculture of the union. This
connects the 7000 wholesalers. Market places for agricultural in India. The web is
accessible not just in English but also in eight regional tongues. This covers 350
different commodities over more than 3252 different markets. It connects over 7000
wholesale markets for agricultural products in India.
Agmarknet portal is a govt. of India portal on agricultural marketing backed by a wide
area information network connecting agricultural markets, State Marketing
boards/Directorates and also providing linkages to the websites of the important
National and International organizations.
The Portal provides both static and dynamic information relating to agricultural
marketing in India. The static information is about infrastructure- related (Storage,
warehousing, Cold Storage, grading and packing facilities), Market – related (market
fee/ charges, weighment, handling, market functionaries, development programmes,
market laws, composition of market Committees, income and expenditure, etc.) and
Promotion-related information (Standards, Grades, Labelling, Sanitary and Phyto-
Sanitary requirements, Pledge Financing, Marketing Credit and new opportunities
available, etc.). The dynamic parts comprise Price-related information comprising
maximum, minimum and model prices of varieties, total arrivals and dispatches with
destination.
The portal is considered as an important flagship of the Government of India Schemes
and efforts are afoot to make it of real use/service to the farmers. About 2700 markets
are reporting data every month. Information linkages were provided to Farmer’s
portal, Mkisan portal, Nokia, BITCOE, IKSL , a Cooperative Sector company, has been

10. involved in disseminating the price information to a large network of farmers
cooperatives, Public sector banks, commodity exchanges, newspapers, etc. are using the
site for publishing the data on prices of agricultural commodities apart from other
international organizations.
E-NAM
National Agriculture Market, often known as E-Nam, is an online trading
platform for agricultural products in India that was established on April 14, 2016.
Farmers, merchants, and purchasers may exchange commodities online thanks to the
market. The market aids in better pricing determination and offers options for efficient
marketing of products. By January 2018, the market's transactions totaled 36,200 crore
(410 billion or US$5.4 billion in 2020), the majority of which were intra-market. It now
has a list of over 90 commodities that are accessible for trade, including essential foods
like grains, vegetables, and fruits.
The eNAM marketplaces are proving to be popular since the crops are weighed right
away, the stock is published the same day, and the payments are processed online. In
February 2018, some alluring features including MIS dashboard, HIM and other mobile
payments, improved features on the mobile app such gate admission and payment
using mobile phones and farmers database is helping adoption even further.
The majority of trading at the moment is intra-market, but it will gradually be
expanded to include inter-market and inter-state trading, resulting in the creation of a
single national market for agricultural commodities. Through an electronic trading
network, 585 marketplaces from 16 states are linked. Farm products have been
exchanged on e-NAM in excess of 164.53 lakh tones. In order to save production, it was
developed to transport agricultural products from one market to another in an easy
and effective method.
OBJECTIVES
 A national e-market platform for transparent sale transactions and price discovery
initially in regulated markets. Willing States to accordingly enact suitable provisions in
their APMC Act for promotion of e-trading by their State Agricultural Marketing
Board/APMC.
 Liberal licensing of traders/buyers and commission agents by State authorities without
any pre-condition of physical presence or possession of shop /premises in the market
yard.
 One license for a trader valid across all markets in the State.
 Harmonization of quality standards of agricultural produce and provision for assaying
(quality testing) infrastructure in every market to enable informed bidding by buyers.
Common tradable parameters have so far been developed for 25 commodities.
 Single point levy of market fees, i.e. on the first wholesale purchase from the farmer.
 Provision of Soil Testing Laboratories in/ or near the selected mandi to facilitate
visiting farmers to access this facility in the mandi itself. M/s. Nagarjuna Fertilizers and
Chemicals Ltd. is the Strategic Partner (SP) who is responsible for the development,
operation and maintenance of the platform. The broad role of the Strategic Partner is
comprehensive and includes the writing of the software, customizing it to meet the

11. specific requirements of the mandis in the States willing to integrate with NAM and
running the platform.
NAFED
The Indian government's top organization for cooperative marketing is the
National Association for Cooperative marketing in Agriculture (Nafed). The
Maharashtra Grape Growers Association is one of the most venerable and effective
farmer organizations. Nafed, an organization that was established in 1958, encourages
the cooperative selling of with its own branches and the cooperative marketing
network, agricultural product are sold for the benefit of farmers.
It directly gathers agricultural products from farmer in regulated marketplaces,
cutting out the middleman. In India, the National Agricultural Cooperative Marketing
Federation of India Ltd. (Nafed) serves as the umbrella body for marketing
cooperatives for agricultural products.
Nafed has access to every geographic region in the nation, including the most isolated
rural areas, through the network of its cooperative societies and marketing
federations. In order to effectively execute and realise the objectives of the PMFME
programme, MoFPI and Nafed have engaged into a MoU given Nafed's competence in
the production, marketing, and branding of agricultural goods.
NAFED has an extensive sales and distribution network spanning various
channels and formats.
1. NAFED BAZAR CHAIN- Nafed operates several stores, through its Consumer
Marketing Division, under the brand Nafed Bazar for retailing grocery and consumer
items at affordable prices. The Nafed Bazar chain will soon be expanded to a network
of over 200 stores across India.
2. INSTITUTIONAL SALES- Nafed also supplies grocery items, stationary and office
supplies and various other FMCG products to a large number of government
institutions.
3. DIRECT SALES CHANNEL- Nafed will soon launch a direct sales channel for
retailing niche and unique items, directly to customers, through a dedicated team of
Nafed trained Direct Sales Partners and Kishan Kart vending carts.
4. OUICK SERVICE RETAIL STORES- Nafed is also coming up with Quick Service
Retail Stores (QSRS) which are smaller sized retail stores for locations that witness
high footfalls of primary offices employees and students such as Metro, ISBT, Railway
Stations, Schools and colleges.

12. Fig- Nafed Sales Network
IKSHAN
 Ikisan's site www.Ikisan.com is the leading Agri portal to answer the diverse
demands of the agriculture sector.
 Ikisan is a pioneer in the field of utilizing the internet and IT technologies in the field
of agriculture.
 Ikisan uses an integrated strategy and gives farmers Total Solutions.
 Ikisan has created both online and offline strategies while keeping in mind
connectivity's practicalities.
 Ikisan has created cutting-edge interactive models so that even people with low
literacy levels may identify issues with their crops and find appropriate remedies.
 Turnkey project conception, design, and implementation are areas of competence for
Ikisan. ECIL collaborated on the implementation of a project from the Technology
Mission for Cotton, Ministry of Textiles, and Government of India. The goal of the
project is to create software for cotton that will help farmers, deploy it in 250
agricultural market yards throughout 10 cotton-growing states in India, and allow
farmers to use it via PCs and touch-screen kiosks.
 Ikisan has a track record of success building a network of kiosks that provide farmer
services on a subscription basis.
 Ikisan can provide feasibility study studies for Argo products and export-processing
enterprises by drawing on its domain expertise.
 On a turnkey basis, Ikisan provides end-to-end communication services in the field of
farm extension services.

13.  Ikisan and the Government of Andhra Pradesh signed a Memorandum of
Understanding to collaborate on the Rural E-Seva Project, which calls for the
construction of about 6,000 information kiosks in rural parts of the state for the
objectives of e-governance and information distribution.
The only organisation with a specific mission and the capacity to use information
technology to its full potential throughout the Agri-value chain. It offers information
regarding, among other things, management procedures, weather, and market prices
for goods. Cargill offers a secure marketing platform that is free of commissions and
brokerage fees. It's a for-profit venture aimed at eliminating market inefficiencies
and middlemen in crop marketing.
Hindustan Unilever Limited and the Khadi Gramodyog Board of Madhya Pradesh
have joined forces in a private public collaboration. It's a joint project with the
umbrella type brand "Vindhya Valley." In Kolhapur, Maharashtra, the "Warna
Bazaar" milk cooperative group has more than 40 shops that serve as a one-stop shop
for agricultural supplies. Mahindra and Mahindra established the 2000 to offer
agricultural extension services and buy a sizable quantity of products from farmers.
With Aadhar retail locations in Gujarat and Punjab, Godrej and Future Group are able
to purchase directly from farmers. Krishivihar.com.agriwatch.com and
commodityindia.com are two further websites that offer market data. In India, social
media is being utilized to empower and organize small farmers.
Small-scale tea producers in West Bengal, India, developed a website last year that
was connected to Facebook and Twitter, enabling them to speak with global
customers directly. For instance, turmeric producers in the Sangli region of
Maharashtra utilized Facebook's Mobile Messenger to organise themselves and
prevent a potentially disastrous price reduction brought on by surplus. Tens of
thousands of turmeric growers might be reached through communication.
SOLUTION UTILISING INFORMATION AND COMMUNICATION
TECHNOLOGY TOIMPROVE AGRICULTURE MARKETING
Communication Technology Government meddling over many years has led to the
present agricultural marketing system in place today. In the modern digital
environment, we are able to completely transform the agriculture sector. Small
farmers are helped by ICT in finding a variety of buyers who are willing to pay a
premium for their products.
Small company operators deal with a select group of clients who either pick up their
goods or make direct payments to them. By deploying a mobile application that gives
farmers pricing information, market distortions can be lessened. M-Farm mobile
applications offer sales collective in Kenya, where users may find farmers, input
dealers, buyers, warehouses for storage, loans, and other services.

14. It has been stated that farmers are earning higher market prices as a result of these
collective sales. Utilizing block chain technology, it is possible to quickly and
effectively identify subpar food across the food chain. By letting customers know
where their food comes from, it provides companies who utilise it a competitive edge.
Block chain is being used by Walmart to trace each bag of lettuce and spinach from
the farm to the shop. 100 farmers provide leafy green vegetables to Walmart will
have to input data about their goods into a block chain database. It helps to
guarantee the food supplied to customers is fresh.
Initiatives from the business sector successfully update farmers on a regular basis.
Technology developments have increased the efficiency of China's agriculture sector.
Farmers have traditionally planned their produce in accordance with sales from the
preceding season. Alibaba's flash sale is an excellent method to save money, and the
marketing platform "Juhuasuan" features a feature called "Jutudi" that simulates
farming and gives access to consumer sales information allow farmer to better plan
their crops depending on prevailing consumer trends Customers may order
agricultural products ahead of the harvest thanks to it.
It engages with cooperatives and farmers directly to cut out intermediaries. The
reductions offered to customers range from 30 to 50 percent off the going rate.
Chinese e-commerce sites like "Pinduoduo" are engaged in similar activities. With
over 11 million daily active users, the "Duo Duo orchard" virtual agricultural function
was released in 2018. The welfare of farmers in India is significantly impacted
through ITCs e-choupal, APMC, AGMARKNET, M&M, Gojrej Group, and other
companies. A focus is placed on cash crops, which are produced by smallholder
farmers and marketed in order to provide money for rural residents. Agricultural
goods vary from basics to high value crop.
CONCLUSION
The smallholder farmers who utilise agricultural marketing applications,
smartphones have the potential to revolutionise the game. It increases consumer
knowledge of market costs and agriculture product demand.Despite all of these
possibilities, it's crucial to keep in mind that there isn't a single, effective response to
every problem. More benefits will most likely be recaptured if you have more
sophisticated marketing talents than if you don't.
In order to give suitable solutions to farmers, the agriculture extension mechanism is
becoming increasingly reliant on technology. To encourage digital agripreneurship,
businesses must develop a pool of digitally trained workers. If the uphoven app is
actively advertised on social media, it will attract more farmers who do not already
use it by demonstrating its value to them and how it differs from other m-Agri
applications. A well-planned kind of communication, advertising makes use of both
verbal and nonverbal clues.

15. The government and a number of companies are investing in agriculture marketing
initiatives for the benefit of farmer Digital agriculture marketing will be crucial in the
next years to tripling farmer revenue and doubling farmer production. The
government and many companies are investing in agriculture marketing solution for
welfare of farmers. Digital Agricultural Marketing will play a vital role in the years to
come in doubling the farmers produce and tripling the Income of the farmers.
REFRENCES
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Jairath, M. 5,2012"Digital technology in agriculture and rural areas," in Food and Agriculture
Organization of the United Nations Rome, 2019, pp. 3-26
Balu 2020, “International Journal of Inclusive Development, Vol. 6(02), pp. 87–90, "Awareness Level of
Farm Youth on Information and Communication Technology (ICT) Tools."
Oseremen Ebhote(2020), “Does Digital Marketing Facilitate Rural Agricultural Transformation In
Nigeria? An Empirical Examination, The first issue of volume 10 of the Asian Journal of Agriculture and
Rural Development (2020), pages 450–462,
Sudhakar Reddy 2021, “Natural Volatiles and Essential Oils, 8(4), pp. 426-437.
https://www.india.gov.in/topics/agriculture
https://www.ibef.org/industry/information-technology-india
https://agricoop.nic.in/sites/default/files/overview.pdf
https://www.researchgate.net/publication/336030452_STUDY_ON_DIGITAL_AGRICULTURAL_MARKETIN
G_SERVICES_-A_REVIEW_Theme_Area_Value_addition_and_Marketing
https://www.researchgate.net/profile/Sagar-Deshmukh-
2/publication/356987503_Transformation_of_Indian_Agriculture_with_Digital_Marketing/links/61bb02
2363bbd9324
https://telanganatoday.com/opinion-go-for-agri-digital-india