Linking Rural Agriculture to National Markets Through Social Innovations: Case Studies from Rural India

Maitreyi Gupta

Indian Journal of Agricultural Marketing, 2025, vol. 39, issue 3

Abstract: Indian agriculture remains marked by persistent challenges such as fragmented value chains, inadequate market access, poor infrastructure, and the limited participation of smallholders in formal trade networks. While government schemes and digital interventions such as e-NAM have sought to address these gaps, their outcomes remain uneven across rural regions. In this context, social innovations, i.e., community-driven, cooperative practices rooted in local knowledge and trust, have emerged as powerful mechanisms for linking rural agricultural systems to broader markets. This paper examines two region-specific models of social innovation: the Indigenous Women's Seed Networks in Nagaland and Manipur and the Deccan Development Society (DDS) in Telangana. Drawing on secondary data and recent case studies, it explores how women-led collective action in seed preservation, biodiversity conservation, and millet-based food systems has enabled communities to reclaim food sovereignty and create inclusive market linkages. These initiatives foster collective bargaining, transparency in pricing, and value addition through community-led processing and branding efforts. However, their scalability remains constrained by structural barriers such as limited institutional support, inadequate logistics, and poor integration with formal value chains. The paper argues that linking such grassroots innovations with state-supported market systems can create hybrid networks that combine social resilience with market efficiency. It calls for a multi-layered policy approach that embeds these social innovations into mainstream agricultural frameworks through infrastructure development, institutional partnerships, and regionally sensitive market reforms, positioning them not as peripheral experiments but as core instruments of rural transformation.

Keywords: Community/Rural/Urban; Development (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:400110

DOI: 10.22004/ag.econ.400110

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