However Internet and Mobile Tech has come as a big boon for the masses. It has brought the latest news and all relevant information to the doorsteps of Farmer.
There are numerous Success stories on How Technology has Impacted Agri-Business(es)
The ICT initiative (information and communication technology) e-Choupal is the largest technology
fabricated to improve competence in the rural Indian agriculture sector, leverage greater exchange
of information and provides substitute market structure. However, weak ICT infrastructure and poor
literacy rate dominates in the rural India, better information about the alternative markets and its
policies provided by the initiative to the farmers will reduce rural depression and poverty by creating
transparency hub. This would in turn help the farmers to improve their productivity and income.
Agriculture is important to India; as 23% of its GDP and 66% of employs are still dependent on this
sector. India has achieved a successful stage over the period of time in farming which build the
country self-sufficient and also a net exporter in quantity of food grains. Though, most of the Indian
farmers are still living in poverty due to antiquated agriculture system based on small landholding,
meagre regulations and inadequate market composition.
In countries such as United States well established agriculture economies support the farmers to
acquire market information and benefits of vertical market integration. Unfortunately, farming in
India is characterized by fragmented landscape, pitiable infrastructure and presence of countless
intermediaries. Here, structure of the system can be explain as, farmer sold the crops to small
traders who then act as an agent to sold them to the corporate buyers at government authorized
place called mandi. Due to lack of information farmers have to sell their crops at the price offer to
them and thus the benefits are consumed by the traders alone.
India rural farmers are abide due to illiteracy and poverty, they need a mechanism to access
information regarding marketing policies and education on improved techniques of farming to
seize the price of their hard work. Little knowledge regarding the digital marketing technology can
support them to realize the real price of their effort.
Internet centres are set up under the e-Choupal project where the rural farmers easily gather real-
time information via internet. Other than this, e-Choupal portal offer information in local languages
for the ease of the farmers, here they get every answer of their question including weather forecast,
learn better techniques of farming and risk management as well as knowledge about the better
quality farm inputs. Even with this e-network they can mail or consult with the agronomist for the
assistance of their problems.
Learning about the basics of digital marketing can benefit the farmers a lot. Besides accessing
information from various such assisting portals they can also create their own websites for crop
selling purpose to increase their business.
Below are some of the important Links that i refereed while composing and for further Reading