IDEAS home Printed from https://ideas.repec.org/a/arp/jacarp/2023p42-48.html
   My bibliography  Save this article

E-Marketing of Agriculture Commodities: Challenges and Prospects for Marginal and Small Farmers in India

Author

Listed:
  • Damodar Jena

    (KIIT School of Rural Management, KIIT Deemed to be University, Bhubaneswar, Odisha-751024, India)

  • Debasish Mohapatra

    (KIIT School of Rural Management, KIIT Deemed to be University, Bhubaneswar, Odisha-751024, India)

  • Saswat Kumar Pani

    (KIIT School of Rural Management, KIIT Deemed to be University, Bhubaneswar, Odisha-751024, India)

  • Sonali Patnaik

    (KIIT School of Rural Management, KIIT Deemed to be University, Bhubaneswar, Odisha-751024, India)

  • Nishith Ranjan Parida

    (KIIT School of Rural Management, KIIT Deemed to be University, Bhubaneswar, Odisha-751024, India)

  • Itishree Panda

    (KIIT School of Rural Management, KIIT Deemed to be University, Bhubaneswar, Odisha-751024, India)

  • Abdulkarem Daoun

    (KIIT School of Rural Management, KIIT Deemed to be University, Bhubaneswar, Odisha-751024, India)

Abstract

The existing agricultural market system borne operational inefficiency and is challenged with several problems which marginal and small farmers face. Due to a lack of infrastructure, storage capacity, connectivity, and alternatives to sell produce at a fair price, the government of India tried to connect farmers across the country through an electronic platform i.e. E-NAM in 2016. Prior to the government intervention in the electronic-platform domain, several Private initiatives have been taken through a business model such as ITCe-choupal, Ninjacart, and a few others. The electronic trading platform is an attempt to transform the market system. Rural producers need to connect with consumers and traders. The paper is based on two research questions: a) what is the state of e-marketing in India and Odisha and grey area if any?; b) What are the challenges and prospects of e-marketing in agriculture faced by marginal and small farmers? The paper has adopted a descriptive approach by reviewing the existing literatures, secondary reports, policy documents, and case studies. It was found that strengthening the institutional governance, bring innovation, and adopting risk among the farmers are the key important bases for the success of the institutions. It was also observed that lack of participation and awareness among the farmers, and lack of extension remains a bottleneck for the success of marketing institutions. The existence of E-NAM is at a nascent stage and it needs strong stakeholder support to function effectively.How to Cite: Damodar Jena, Debasish Mohapatra, Saswat Kumar Pani, Sonali Patnaik, Nishith Ranjan Parida, Itishree Panda, Abdulkarem Daoun, 2022. "E-Marketing of Agriculture Commodities: Challenges and Prospects for Marginal and Small Farmers in India." Journal of Agriculture and Crops, vol. 9, pp. 42-48.

Suggested Citation

  • Damodar Jena & Debasish Mohapatra & Saswat Kumar Pani & Sonali Patnaik & Nishith Ranjan Parida & Itishree Panda & Abdulkarem Daoun, 2023. "E-Marketing of Agriculture Commodities: Challenges and Prospects for Marginal and Small Farmers in India," Journal of Agriculture and Crops, Academic Research Publishing Group, vol. 9(1), pages 42-48, 01-2023.
    • Handle: RePEc:arp:jacarp:2023:p:42-48
    DOI: doi.org/10.32861/jac.91.42.48
    as

    Download full text from publisher

    File URL: https://www.arpgweb.com/pdf-files/jac9(1)42-48.pdf
    Download Restriction: no
    File URL: https://www.arpgweb.com/journal/14/archive/01-2023/1/9
    Download Restriction: no
    File URL: https://libkey.io/doi.org/10.32861/jac.91.42.48?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. S. Mahendra Dev, 2012. "Small Farmers in India: Challenges and Opportunities," Working Papers id:5037, eSocialSciences.
    2. Marcel Fafchamps & Bart Minten, 2012. "Impact of SMS-Based Agricultural Information on Indian Farmers," The World Bank Economic Review, World Bank, vol. 26(3), pages 383-414.
    3. Robert Jensen, 2007. "The Digital Provide: Information (Technology), Market Performance, and Welfare in the South Indian Fisheries Sector," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 122(3), pages 879-924.
    4. Jairath, M.S. & Yadav, Hema, 2012. "Role of ICT in Decision Making in Agricultural Marketing – A Case of Arid India," Indian Journal of Agricultural Economics, Indian Society of Agricultural Economics, vol. 67(3), pages 1-9.
    5. Chengappa, P.G. & Arun, M. & Yadava, C.G. & Prasanna Kumar, H.M., 2012. "IT Application in Agricultural Marketing Service Delivery — Electronic Tender System in Regulated Markets," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 25(Conferenc).
    6. S. Mahendra Dev, 2012. "Small farmers in India: Challenges and opportunities," Indira Gandhi Institute of Development Research, Mumbai Working Papers 2012-014, Indira Gandhi Institute of Development Research, Mumbai, India.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lin Xie & Biliang Luo & Wenjing Zhong, 2021. "How Are Smallholder Farmers Involved in Digital Agriculture in Developing Countries: A Case Study from China," Land, MDPI, vol. 10(3), pages 1-16, March.
    2. Jeetendra Prakash Aryal & Tek B. Sapkota & Ritika Khurana & Arun Khatri-Chhetri & Dil Bahadur Rahut & M. L. Jat, 2020. "Climate change and agriculture in South Asia: adaptation options in smallholder production systems," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(6), pages 5045-5075, August.
    3. N. Lalitha & Madhusudan Bandi & Soumya Vinayan, 2021. "Bhalia wheat in Gujarat: Does geographical indication registration have a role in arresting the decline?," Journal of Social and Economic Development, Springer;Institute for Social and Economic Change, vol. 23(1), pages 93-112, June.
    4. de Janvry, Alain & Sadoulet, Elisabeth, 2020. "Using agriculture for development: Supply- and demand-side approaches," World Development, Elsevier, vol. 133(C).
    5. T. S. Amjath-Babu & Pramod K. Aggarwal & Sonja Vermeulen, 2019. "Climate action for food security in South Asia? Analyzing the role of agriculture in nationally determined contributions to the Paris agreement," Climate Policy, Taylor & Francis Journals, vol. 19(3), pages 283-298, March.
    6. Kamiche Zegarra, J. & Bravo-Ureta, B., 2018. "Are users of market information efficient? A stochastic production frontier model corrected by sample selection," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 275870, International Association of Agricultural Economists.
    7. Apoorv Gupta & Jacopo Ponticelli & Andrea Tesei, 2020. "Language Barriers, Technology Adoption and Productivity: Evidence from Agriculture in India," NBER Working Papers 27192, National Bureau of Economic Research, Inc.
    8. Komol Singha & Rohi Choudhary & Kedar Vishnu, 2014. "Growth and Diversification of Horticulture Crops in Karnataka," SAGE Open, , vol. 4(3), pages 21582440145, September.
    9. Nataraj, Manikantha & Bhattacharya, Soham, 2020. "Bitter Convergence: Contemporary Crisis of Labour in Rural West Bengal," MPRA Paper 103363, University Library of Munich, Germany.
    10. Hailemariam Ayalew & Dagim G. Belay, 2020. "The Ethiopian Commodity Exchange and Spatial Price Dispersion: Disentangling Warehouse and Price Information effects," IFRO Working Paper 2020/01, University of Copenhagen, Department of Food and Resource Economics.
    11. Catherine Larochelle & Jeffrey Alwang & Elli Travis & Victor Hugo Barrera & Juan Manuel Dominguez Andrade, 2019. "Did You Really Get the Message? Using Text Reminders to Stimulate Adoption of Agricultural Technologies," Journal of Development Studies, Taylor & Francis Journals, vol. 55(4), pages 548-564, April.
    12. Paramasivam Ramasamy & Umanath Malaiarasan, 2023. "Agricultural credit in India: determinants and effects," Indian Economic Review, Springer, vol. 58(1), pages 169-195, June.
    13. Rudrani Bhattacharya & Parma Chakravartti & Sudipto Mundle, 2019. "Forecasting India’s economic growth: a time-varying parameter regression approach," Macroeconomics and Finance in Emerging Market Economies, Taylor & Francis Journals, vol. 12(3), pages 205-228, September.
    14. Rohit Saini & Manjeet Kaur & Randeep Singh & Kashish Arora & Gurlal Singh & Gurleen Kaur & Sukhdeep Singh & Arshdeep Singh & Dalbeer Singh, 2022. "Understanding Sustenance of Small Farm Holders: A Study of Income Inequality among Farm Households in Indian Punjab," Sustainability, MDPI, vol. 14(20), pages 1-14, October.
    15. Abdul-Salam, Yakubu & Phimister, Euan, 2014. "Modelling the Impact of Market Imperfections on Farm Household Investment in Stand-Alone Solar PV," 88th Annual Conference, April 9-11, 2014, AgroParisTech, Paris, France 169742, Agricultural Economics Society.
    16. N. Krishnaji, 2018. "Dynamics of Land Inequality: Polarization or Pauperization?," Indian Journal of Human Development, , vol. 12(2), pages 204-216, August.
    17. Riera, O. & Minten, B., 2018. "Mobile phones and agricultural market performance in Ethiopia," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277107, International Association of Agricultural Economists.
    18. Yaw Nyarko, 2017. "Transforming Rural Africa-Economics, Technology and Governance," Journal of African Development, African Finance and Economic Association (AFEA), vol. 19(1), pages 161-167.
    19. Chris Parker & Kamalini Ramdas & Nicos Savva, 2016. "Is IT Enough? Evidence from a Natural Experiment in India’s Agriculture Markets," Management Science, INFORMS, vol. 62(9), pages 2481-2503, September.
    20. Uwe Deichmann & Aparajita Goyal & Deepak Mishra, 2016. "Will digital technologies transform agriculture in developing countries?," Agricultural Economics, International Association of Agricultural Economists, vol. 47(S1), pages 21-33, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:arp:jacarp:2023:p:42-48. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Managing Editor (email available below). General contact details of provider: http://arpgweb.com/index.php?ic=journal&journal=14&info=aims .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.