The Role of Technology in Transforming Agricultural Marketing

Rakesh Kumar Jakhar, Dinesh Kumar, Ashish Kumar and Shivangi Upadhyay

Indian Journal of Agricultural Marketing, 2025, vol. 39, issue 1

Abstract: The integration of advanced technologies in agricultural marketing is transforming India’s agricultural landscape. The National Agriculture Market (e-NAM), launched in 2016, serves as a pan-India electronic trading platform, linking Agricultural Produce Market Committee (APMC) mandis to create a unified national market for agricultural commodities. e-NAM offers farmers better access to buyers, facilitates transparent price discovery and ensures direct electronic payments to farmer’s accounts, enhancing efficiency and market participation. As of November 2023, over 1.76 crore farmers, 2.51 lakh traders, and 3405 Farmers Producer Organizations (FPOs) have been onboarded, with 1389 mandis across 23 states and 4 Union Territories integrated into the system. Additionally, the adoption of drone technology in agricultural transportation, evidenced by successful trials in Himachal Pradesh, demonstrates its potential to reduce transportation time and costs. Furthermore, blockchain technology, originally proposed for cryptocurrency transactions, is being applied in agriculture to address challenges such as disconnections between producers and consumers, lack of transparency and the involvement of multiple intermediaries. Blockchain’s decentralized, real-time system ensures secure transactions, facilitates smart farming, agricultural insurance and efficient supply chain management. The combination of these technologies provides a secure and transparent solution to current agricultural supply chain challenges, promoting the growth of Indian agriculture.

Keywords: Research; and; Development/Tech; Change/Emerging; Technologies (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:400035

DOI: 10.22004/ag.econ.400035

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