AGRICULTURE ONLINE MARKETING IN INDIA: AN ANALYTICAL STUDY

Agriculture is the mainstay of the Indian economy. Without the development of agriculture and rural economy, the overall development of the country is not possible. In this context, modernization of agricultural market is necessary. Hence, online marketing system plays an important role in agriculture. The change in the landscape, digital revolution, increase in knowledge among people has led to significant advancement in online agriculture market. AI and machine learning, black chain technology, agri-fintech etc. are also complementing online agriculture marketing. Indian online agriculture marketing holds a latent potential for considerable growth due to self-reliance of farmers, increase in their standard of living, empowerment in food system. But limited access to technology and internet, inadequate cold chain infrastructure, lack of marketing expertise, complex regulations and complex licensing controls have hindered the development of online agricultural markets. Against this backdrop, this study has several objectives. They include, evaluate the overall impact of online agricultural marketing, Analyze the hurdles impeding progress and Analyze existing policies and regulations governing online agricultural marketing. The study is based on secondary data. Online agriculture market has its own impact on farmers, consumers and Agriculture Sector as a Whole.