COOPERATIVES BUILD A BETTER WORLD - RURAL TRANSFORMATION THROUGH DIGITALIZATION OF COOPERATIVES IN TAMIL NADU-A STUDY

The year 2025, is the International Year of Cooperatives declared by UN. India has placed a strong emphasis on agricultural production, ranking second in the world such as crops rice, fruits, and vegetables after China. Marketing is getting crucial in the field of agricultural products to consumers, selling output, obtaining a fair price, building relationships, and delighting customers. Cooperative society is an organization of group of people with collective responsibilities and thoughts for the development of needy, especially the under-privileged. It is based on the values of the development of agriculture, forestry, banking, credit, agro-processing, storage, marketing, dairying, fishing and housing and its network covers 85 per cent of rural households.The society started the production of value added products like Turmeric powder, Coriander powder, Chilly powder, Sambar powder, Rasam mix powder, Curry masala, Garam masala, Mutton masala, Chicken masala, Ragi powder, Bajji and Bonda mix, Kumkum powder. The Products are sold in the brand name of “Mangalam” at a reasonable price to the consumer throughout the state without any added flavours and colouring. Started sale of products through mobile app.TAPCMS is producing value added products like Ground nut oil, Gingelly Oil, Coconut oil, Turmeric powder, etc., in the brand name of “Arthanareeswara” Develop their own Website and Mobile App for Digital Market, Tie-up with other popular digital marketing companies, offer online sale to private companies, Governments Supports, Maintain You tube Channel. Cooperatives are facing lot of challenges in the digitalized world. Private and other traders are selling their products at cheaper rate with compromising quality but cooperatives are meant for its quality and have some uniqueness. Some of the challenges are as follows. Less capital base, lack of professional management and lack of interest among the producers. Keywords: Cooperative Society, Marketing, Digital, Mangalam, Arthanareeswara