TRANSFORMATION OF INDIAN AGRICULTURE WITH DIGITAL MARKETING

SAGAR DESHMUKH¹*, SHARVARI PATIL^2
1National Institute of Agricultural Extension Management (MANAGE), Rajendranagar, Hyderabad, 500030, Telangana, India
²National Institute of Agricultural Extension Management (MANAGE), Rajendranagar, Hyderabad, 500030, Telangana, India
* Corresponding Author : sagdeshmukh@gmail.com

Received : 06-10-2021     Accepted : 27-10-2021     Published : 30-10-2021
Volume : 13     Issue : 10       Pages : 10928 - 10931
Int J Agr Sci 13.10 (2021):10928-10931

Keywords : Agriculture Marketing, Digital Marketing and tools, Startup, Social media, Innovation
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to National Institute of Agricultural Extension Management (MANAGE), Rajendranagar, Hyderabad, 500030, Telangana, India
Author Contribution : All authors equally contributed

Agriculture is the primary source of livelihood in India and India is the largest producer of several agricultural commodities. As the production is increasing, there is a dire need to expand, upgrade and innovate the means of marketing, marketing channels and marketing strategies. Today, digital marketing has emerged as one of the prime factors deciding the success or failure for many companies. Considering the need for and importance of digital marketing in agriculture, Government of India took several initiatives and launched programs and portals like eNAM, AgriMarket App to facilitate and encourage the stakeholders to effectively use the resources and digitally connect with each other. It is helping the rural and urban farmers to connect with the substantial number of buyers and customers and display the quality and range of products and services which help to generate more leads and revenue. There are many digital platforms which help the entrepreneurs, startups and progressive farmers for digital marketing. Along with the platform, there are certain tools and techniques with which one can strategically connect with specific set of customers. Digital marketing provides lot of benefits and opportunities to explore new markets and reach a global marketplace. There are a few infrastructure and connectivity issues in rural areas in accessing digital marketplaces. By overcoming the challenges, many agri companies can take the benefits of digital marketing to boost the growth in business. Startups and companies like AgroStar, Netafim and Ninjacart are already on job. This new intervention is paving way for stronger agricultural development in India

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