The Impact Of Digital Marketing On Agricultural Business In India

Abstract

Theinternet& digitalizationhavechangedtheentire world.Likeother sectors, business of agriculturehastakenupe-marketingor internetmarketing and expandingto new boundaries and providing servicesbetter than theconventionalmarketingplaces.Farmers can use internet on many possible ways to sell their products.And they are usinginternetasameans &waysforselling their agriculturalproducts.Somarketingchannels intheagribusinessindustry are also getting changed.Now farmersarecan markettheir agricultural productsthroughIKISAN, NAPANTA APP, NAFED, e- Choupal, AGMARKNET& other e- market platform known as the“e-NAM”,whichwaslaunched byourPrime MinisterNarendraModi.
Agriculture marketing is defined as theseries of activities conducted to explore, create & deliver the valveto satisfy the needs of agriculture products selling markets. Agriculture market identifies the unfulfilled needs, desires & wants of the targeted consumers who are available for the purchase of Agriculture products like vegetables (Chillies, Tomato, Brinjal, Coccinea, Carrot, Beetroot,Potato etc.,) , food grains (Rice, Wheat, Millets, Redgram, Green gram, Blackgram, Ground nut, Sunflower, Soya bean, Maize etc.,), Fruits (Apples, Banana, Oranges, Lemon, Grapes, Pomegranate etc)& commercial crops (Tobacco, Cotton, Sugar cane etc.,). Agriculture marketing system is gradually developing from the last the six decades. Because of increase of the urbanization&high income levels of customers, the purchase power of the same has been increasing year on year. Even the production of agriculture products is getting increased every year since the high yielding seeds varieties, fertilizers & micro irrigation systems have supported for the same.Hence the farmers, farmers groups & F.P.Os (Farmer producer organizations)are trying tomarket their agriculture produces throughdigital media by using information and communication technology (ICT). Farmers & F.P.Os are using android phones to access the internet, whats app, face books, twitter & you tube to get the updated information globally.By using the above information which has got from the digital mode, they are getting linked with national & international markets to sell their agricultural products for the best prices. The digital marketing also helps.
Digital marketing is helping all the small farm holding & large farm holding farmers (marginal, small, medium & large farmers)to find the multiple buyers for their producesand get higher prices. At the same time the buyers/ customers/consumers are also getting the farm fresh products for reliable prices as the commission agents & middle men are not getting involved in the digital marketing system.