Exploring the scope of e-supply chain for risk mitigation and stakeholder engagement in agricultural marketing

The research study encompassed a total of 120 stakeholders, carefully selected to represent various segments of the e-Supply Chain. The sample included 36 farmers, with 12 from each APMC (Pune, Baramati and Indapur). 15 transporters, 9 warehouse or cold storage managers, 6 APMC authorities or agents, 6 participants from supermarkets, hotels and vegetable malls, 24 wholesalers/organized retailers and 24 consumers will be included. This distribution ensures a balanced representation of all key stakeholders involved in the supply chain, providing a comprehensive view of their experiences and insights. An exploratory research design was used for research. The interview schedule was used to collect the data. The result revealed that about i.e., 80 percent of stakeholders perceived the e-supply chain as effective in reducing risk management time in agricultural marketing. About i.e., 66.67 percent of stakeholders perceived the e-supply chain as managing costs associated with risk mitigation very well in agricultural marketing. The majority i.e., 67.5 percent of stakeholders perceived the e-supply chain as supporting transparent pricing for risk mitigation in agricultural marketing very well. Majority i.e., 71.67 percent of stakeholders perceived the e-supply chain as very effective in managingagricultural product quantities to minimize risks. Significant majority i.e., 78.33 percent, are actively engaged. This high level of participation highlights a strong commitment to managing risks in agricultural marketing. It was observed that five variables were time, cost, price, quantity, customer positive and significant effectiveness of the e-supply chain for agricultural marketing. The e-supply chain is seen as an effective tool for improving various aspects of agricultural marketing, but ongoing refinements are needed to fully address the concerns of all stakeholders.