DIGITAL MARKETING STRATEGIES FOR CARDAMOM PLANTERS IN IDUKKI DISTRICT OPPORTUNITIES AND CONSTRAINTS

In the agriculture industry, digital marketing plays a central role in increasing the profits of cardamom planters. It will help increase web visibility and give potential customers the ability to locate agricultural businesses online. The world has been impacted by the web, and any company with a website can now access a global market. The agro-industry is not an exception to this rule. Regardless, considering the fleeting nature of agricultural products, strategic planning for effective marketing becomes imperative. Valid handling and packaging, capability, timely delivery, and data on online activities for advertising are important. Growers of cardamom who choose to e-market their product at various stages can benefit from numerous advantages. In agricultural marketing in emerging nations with limited resources, weak infrastructure, and fierce competition, digital marketing is still a relatively underutilized tool. Additionally, due to the lack of e-NAM execution, e-marketing of agricultural produce is not gaining the necessary traction in those states. The e-marketing of cardamom is the most notable application of e-marketing in Kerala. A survey conducted among the ranchers adopting this marketing strategy would reveal the direct evaluation of it. Therefore, a more thorough understanding of e-marketing, its advantages, problems, and opportunities for this industry is required in order to evaluate its legitimacy. This understanding should also include how these innovations can be leveraged for effective marketing. It is therefore necessary to focus on how farmers perceive the benefits and needs of e-marketing. Hence, it is an inducing factor for author to conduct study on digital marketing strategies for cardamom planters in Idukki district also to analyse the opportunities and constraints.