e-marketing of agricultural products

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E-Marketing of Agricultural ProductsMr. Shantinath Mahaveer Bhosage M.COM, K

Lecturer, PG Department Kle Society’s Basavaprabhu Kore Arts, Science

ABSTRACT The internet has changed the world. In line with other sectors, retail business have taken up einternet marketing, expanding outreach to customers beyond their conventional shopping places. Farmers can use internet on many possible ways to sproducts. Using internet as a way of selling agricultural products is changing marketing channels in the agribusiness industry. Now farmers will be able to sell their produce through e-market platform i.e. the National Agriculture Market (NAM) which was launched by our Prime Minister Narendra Modi. Agricultural markets are characterized by poor competitiveness, fragmentation, inefficiency, presence of executive middlemen and frequent price manipulations. E-Marketing of Agricultural Products is an electronic trading portal for agricultural products through which many of the farmer’s problems will be solved. This paper analysis the nature and importance of e-marketing of agricultural Products. KEYWORDS: E-marketing, Agriculture, Agricultural products, Farmers, Internet and Technology. INTRODUCTION Agriculture is the backbone of India. More than 60% of Indian workers are involved in Agriculture. Agriculture refer to the cultivation of land and breeding of animals and plants to provide food, fimedicinal plants and other products to sustain and enhance life. Agriculture was the key development in the rise of sedentary human civilization, whereby farming of domesticated species created food surpluses that enabled people to live in cities.

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Marketing of Agricultural Products

Mr. Shantinath Mahaveer Bhosage M.COM, K-SET Lecturer, PG Department of Commerce and Management

Kle Society’s Basavaprabhu Kore Arts, Science and Commerce College, Chikodi

The internet has changed the world. In line with other sectors, retail business have taken up e-marketing or internet marketing, expanding outreach to customers beyond their conventional shopping places. Farmers can use internet on many possible ways to sell their products. Using internet as a way of selling agricultural products is changing marketing channels

Now farmers will be able to sell their produce through market platform i.e. the National Agriculture

which was launched by our Prime

Agricultural markets are characterized by poor competitiveness, fragmentation, inefficiency, presence of executive middlemen and frequent price

Marketing of Agricultural Products is an electronic trading portal for agricultural products through which many of the farmer’s problems will be solved. This paper analysis the nature and importance

marketing, Agriculture, Agricultural products, Farmers, Internet and Technology.

Agriculture is the backbone of India. More than 60% of Indian workers are involved in Agriculture. Agriculture refer to the cultivation of land and breeding of animals and plants to provide food, fiber, medicinal plants and other products to sustain and enhance life. Agriculture was the key development in the rise of sedentary human civilization, whereby farming of domesticated species created food surpluses that enabled people to live in cities.

Agricultural products refer to crops, livestock and livestock products including field crops, fruits, vegetables. Horticulture specialties, pigs, goats, horses, Donkeys, poultry, furanimals, milk, Eggs, aquaculture and one third of the world’s workers are employed in agriculture. After agriculture second only to the service sector but over the past several years the number of agricultural workers in developed countries have decreased significantly. E-marketing is referred to those strategies and techniques which use online ways to reach target customers. E-Marketing is also known as Internet Marketing, Web Marketing, Digital Marketing, or Online Marketing. E-marketing is the process of marketing a product or service usimarketing not only includes marketing on the Internet, but also includes marketing through ewireless media. E-marketing of agricultural products means marketing of agricultural products through online ways from agricultural probusiness houses or ultimate consumers. Agricultural producers are also trying to develop this marketing channel even though there are many barriers of selling agricultural products via the Internet. Farmers may use the Internet to sell agricultural products for consumers and also for organizations. E-marketing is most useful to the farmers since the benefits are high and electronic systems are ready to serve customers all over the world and open for 24 hours in a day. The cost incurring is also low.

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nd Commerce College, Chikodi

ricultural products refer to crops, livestock and livestock products including field crops, fruits, vegetables. Horticulture specialties, Cattle, sheep, pigs, goats, horses, Donkeys, poultry, fur-bearing

, milk, Eggs, aquaculture and furs. More than one third of the world’s workers are employed in agriculture. After agriculture second only to the service sector but over the past several years the number of agricultural workers in developed countries

red to those strategies and techniques which use online ways to reach target

Marketing is also known as Internet Marketing, Web Marketing, Digital Marketing,

marketing is the process of marketing a product or service using the Internet. E-marketing not only includes marketing on the Internet, but also includes marketing through e-mail and

marketing of agricultural products means marketing of agricultural products through online ways from agricultural producers to any business houses or ultimate consumers.

Agricultural producers are also trying to develop this marketing channel even though there are many barriers of selling agricultural products via the Internet. Farmers may use the Internet to sell agricultural products for consumers and also for

marketing is most useful to the farmers since the benefits are high and electronic systems are ready to serve customers all over the world and open for 24 hours in a day. The cost

International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456


Agriculture is the basement for any country continuous development and survival. So, agricultural development is the utmost priority now as role of digital marketing is concerned, it tries to expand the reach of the people associated with agriculture, it helps in promoting right agri products to its rightful buyers by reaching out to new people across diverse locations. Benefits of E-Marketing to Farmers � Wide market:- Farmers can sell their products

worldwide. It covers large number of customers of different states and different countries also.

� Open for 24 hours/continuous marketmarket is opened for 24 houre in a day so, farmers can sell their products at any time as and when they wish to sell.

� Right person and Right price: farmers have to place their products through online. proper price for their products then only they have to sell their products to the right person.

� Less cost: There is no middelemen so there is a less cost or sometimes free of cost.

� No waste of agricultural productsmost of the agriculture products will be destroyed because of non availability of customers on time. Since online market is a continuous market there is no problem of wastage of any products.

5 Ways to Sell Agricultural Products Online 1. Online Market Place: As there is a physical market place for agricultural products, there is also online market place for it. With the proliferation of online market places, selling agricultural products online just got a lot easier. There are many online market places in IndiSome examples are Kisan market, Farmersmarket etc. Listing your farm products on these platforms is another way to get more exposure, and subsequently sales. The first thing to do if you want to sell your agricultural products on an online market place is to read their terms & conditions. These would usually contain their charges and general rules and regulations. You wouldn’t want to get kicked off the online market place because you violated their terms whether knowingly or unknowingly 2. Online Grocery Store: Online groceries stores are a good place to sell off some of your agricultural products. According



Agriculture is the basement for any country for their So, agricultural

development is the utmost priority now as role of digital marketing is concerned, it tries to expand the reach of the people associated with agriculture, it

cts to its rightful buyers by reaching out to new people across diverse

Farmers can sell their products

worldwide. It covers large number of customers of es also.

Open for 24 hours/continuous market:- online market is opened for 24 houre in a day so, farmers can sell their products at any time as and when

: farmers have to place their products through online. If they get proper price for their products then only they have to sell their products to the right person.

: There is no middelemen so there is a

No waste of agricultural products; Sometimes agriculture products will be destroyed

because of non availability of customers on time. Since online market is a continuous market there is no problem of wastage of any products.

Ways to Sell Agricultural Products Online

As there is a physical market place for agricultural products, there is also online market place for it. With the proliferation of online market places, selling agricultural products online just got a lot easier. There are many online market places in India for farmers.

Farmers online etc. Listing your farm products on these

re exposure, and

The first thing to do if you want to sell your agricultural products on an online market place is to read their terms & conditions. These would usually contain their charges and general rules and

n’t want to get kicked off the online market place because you violated their terms

Online groceries stores are a good place to sell off some of your agricultural products. According

to wikipedia, “A grocery storeprimarily sells food”. While the food items online grocery stores sell may differ per store, if you’re a farmer that probably grows agricultural products lpotatoes, poultry product (e.g chickens & turkeys), aquatic animals (e.g fishery products), and a couple of other farm products. Big basket (online super market in india is one of the examples for Online grocers. many online grocery stbe a good fit for you. 3. Social Media: Recenlty Social Media is playing vital role in marketing. The success ofInstagram, and many other social networks has helped many small business owners to reach large number of customers without leaving their computer screens. Social media marketing is growing stronger day by day, and is capable to either explode your sales, or destroy it. 4. Personal Web Store: owning your own web store is the best online way to sell your agricultural products as compared to selling your agricultural products on social media, an online grocery store, and an online market place, because having personal web store enables you to clocontrol your farm products sales on your platform, incase you get kicked off the rest. 5. Online Food Delivery: By processing agricultural products to edible form, they can be sold online via a food delivery service. There are many restaurants that customers when customers order food online. The food delivery is usually done via online food shopping sites like Hello Food, Food Panda Platforms for E-marketing of Agricultural products in India KisanMandi.com It is the online Agricultual Market or Sell or Advertise fruits & vegetables, agri produce or any agri machinery or Tools or Tractors etc.really fulfils our dream "Sabko Sahi Mol " Kisanmandi Online Agri Market Private Limited is incorporated/ registered as a Private Limited Company on 26-04-2016, is recognized as a startup by the Department of Industrial Policy and Promotion, Govt. of India.

International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470 | IF: 4.101

| Oct 2018 Page: 71

store is a retail store that While the food items online

grocery stores sell may differ per store, if you’re a farmer that probably grows agricultural products like potatoes, poultry product (e.g chickens & turkeys), aquatic animals (e.g fishery products), and a couple of

basket founded in 2011 super market in india is one of the examples

for Online grocers. many online grocery stores would

Recenlty Social Media is playing vital role in marketing. The success of Facebook, Twitter,

and many other social networks has helped many small business owners to reach large number of customers without leaving their computer

Social media marketing is growing stronger capable to either explode your

owning your own web store is the best online way to sell your agricultural products as compared to selling your agricultural products on social media, an online grocery store, and an online market place, because having personal web store enables you to closely control your farm products sales on your platform, incase you get kicked off the rest.

By processing agricultural products to edible form, they can be sold online via a food delivery service. There are many restaurants that deliver food to customers when customers order food online. The food delivery is usually done via online food shopping

anda, etc.

marketing of Agricultural

KisanMandi.com the online Agricultual Market where you can Buy

& vegetables, agri produce or any agri machinery or Tools or Tractors etc. it will

"Sabko Sahi Mol ".

Kisanmandi Online Agri Market Private Limited incorporated/ registered as a Private Limited

recognized as a startup by the Department of Industrial Policy and



It has three verticals as under: Retail – B2C: Online Vegetable store in Main cities of India. Online wholesale – B2B: it is a Online Portal here farmers can submit their Agricultural Products for Sale. Vendors (Channel Partners) – It is a Online Portal here Manufacturers or Big DistributorsMachinery and products, Packing and food storage Materials to the Farmers. Also, Kisanmandi.com will be catering to almost all the needs of the agriculture fraternity where they will find all commodities/ items ranging from Tractors. Diesel Engines, Pump Sets, Agro Farm Implements, Cattle feed, seeds, Grain storage bins, Water Tankers, Wheel Barrows, Trolleys, Tree Guards and Gardening tools etc. National Agriculture Market or eNAMIt is one of the good online trading platforms for agricultural commodities in India. This market helps farmers, traders and buyers for online trading in commodities. This market helps to discover better price for the products and smooth marketing of agricultural products. The market transactions stood at �36,200 crores by January 2018, mostly intraMore than 90 commodities including staple food grains, vegetables and fruits are currently listed in its list of commodities available for trade.markets are proving their graetness as it is witnessed with some aspects like the crops are weighed immediately and the stock is lifted on the same day and the payments are cleared online. In February 2018, some attractive features likedashboard, BHIM and other mobile payments, enhanced features on the mobile app such as gate entry and payment through mobile phones and farmers database is helping adoption even more. The present trading is done mostly for intra-phases, it will be rolled out to trade in interinter-state, creating a unified national market for agricultural commodities.

It was launched by Ministry of Agriculture, Government of India. The electronic market pilot across India was launched on 14 April 2016 by Prime Minister of India, Narendra ModiPortal is managed by Small Farmers’ Agribusiness Consortium (SFAC) with technology provider, NFCL’s iKisan division. A similar project was



B2C: Online Vegetable store in Main cities

B2B: it is a Online Portal here farmers can submit their Agricultural Products for

It is a Online Portal here Manufacturers or Big Distributors can sell Agri

and food storage

Also, Kisanmandi.com will be catering to almost all the needs of the agriculture fraternity where they will find all commodities/ items ranging from Tractors. Diesel Engines, Pump Sets, Agro Farm Implements,

tle feed, seeds, Grain storage bins, Water Tankers, Wheel Barrows, Trolleys, Tree Guards and Gardening

eNAM is one of the good online trading platforms for

agricultural commodities in India. This market helps farmers, traders and buyers for online trading in

This market helps to discover better price for the products and smooth marketing of agricultural products. The market transactions stood at

mostly intra-market. 90 commodities including staple food

grains, vegetables and fruits are currently listed in its list of commodities available for trade. The eNAM markets are proving their graetness as it is witnessed with some aspects like the crops are weighed mmediately and the stock is lifted on the same day

and the payments are cleared online. In February 2018, some attractive features like MIS

and other mobile payments, enhanced features on the mobile app such as gate

h mobile phones and farmers database is helping adoption even more. The

-market, but in phases, it will be rolled out to trade in inter-market,

state, creating a unified national market for

It was launched by Ministry of . The electronic

market pilot across India was launched on 14 April Narendra Modi. The

Portal is managed by Small Farmers’ Agribusiness Consortium (SFAC) with technology provider, NFCL’s iKisan division. A similar project was

initiated by the Congress government during UPA period and it had been a great success. NDA government has rolled it out nationally. eNAM platform facilitates farmers to trade directly on their own through mobile app or through registered commission agents. The eNAM is linked with 585 markets (16 states and 2 union territory. 45 lakh farmers got membership in 15 states. This market is facilitating traders and exporters in acquiring qualitybulk, at one place and it will ensure transfinancial transactions. The Government plans to connect over 22,000 GrAMs, local farmers markets, with the platform. Agricultural Marketing Information Network (AGMARKNET) launched by the Union Ministry of Agriculture in March 2000. The Directorate of Marketing and Inspection (DMI), under the Ministry, links around 7,000 agricultural wholesale markets in India with the State Agricultural Marketing Boards and Directorates for effective information exchange. This eportal AGMARKNET, implemented by National Informatics Centre (NIC), facilitates generation and transmission of prices, commodity arrival information from agricultural produce markets, and webdissemination to producers, consumers, traders, and policy makers transparently and quickly. The AGMARKNET website (http://www.agmarknet.nic.in) is a G2C eportal that caters to the needs of various stakeholders such as farmers, industrialists, policacademic institutions by providing agricultural marketing related information from a single window. Challenges for E-marketing of agricultural products 1. Lack of knowledge of Electronic mediasMajority of the farmers do not have computer knowledge and unable to operate Android mobiles so may difficult them to go with eagricultural products. 2. Worldwide competition There are many number of sellers from different geographical areas of different countries. So it is


| Oct 2018 Page: 72

he Congress government in Karnataka, during UPA period and it had been a great success. NDA government has rolled it out nationally.

eNAM platform facilitates farmers to trade directly on their own through mobile app or through registered

The eNAM is linked with 585 markets (APMCs) in 16 states and 2 union territory. 45 lakh farmers got membership in 15 states. This market is facilitating

acquiring quality produce in it will ensure transparent

The Government plans to connect over , local farmers markets, with the

Agricultural Marketing Information Network It was

the Union Ministry of Agriculture in 2000. The Directorate of Marketing and

Inspection (DMI), under the Ministry, links around 7,000 agricultural wholesale markets in India with the State Agricultural Marketing Boards and Directorates

r effective information exchange. This e-governance portal AGMARKNET, implemented by National Informatics Centre (NIC), facilitates generation and transmission of prices, commodity arrival information from agricultural produce markets, and web-based

ination to producers, consumers, traders, and policy makers transparently and quickly.

The AGMARKNET website ) is a G2C e-governance

portal that caters to the needs of various stakeholders such as farmers, industrialists, policy makers and academic institutions by providing agricultural marketing related information from a single window.

marketing of agricultural

Lack of knowledge of Electronic medias do not have computer

edge and unable to operate Android mobiles so may difficult them to go with e-marketing of

There are many number of sellers from different geographical areas of different countries. So it is



difficult to expect sell of our products with right price and right time. 3. No security: Sometimes farmers may enter fake websites or fake online portals. This will be wastage products. 4. Cannot fully depend on E-marketingBecause still many number of customers prefer to purchase the products physically. So it is necessary to depends on offline market also. Conclusion Traditional marketing for agriculture products suffering from many drawbacks. Introduction of EPlatform for agricultural products is hepoint of farmers as well as governments. In this process every citizen of the country should support to the farmers. Development of nation depends upon development of farmers because farmer is the backbone of the country. By giving online maeducation to farmers, farmers will get marketing opportunity to their products that will contribute lot tothe development of the nation.



expect sell of our products with right price

Sometimes farmers may enter fake websites or fake of time and

marketing. tomers prefer to

purchase the products physically. So it is necessary to

Traditional marketing for agriculture products suffering from many drawbacks. Introduction of E-Platform for agricultural products is helpful from the point of farmers as well as governments. In this process every citizen of the country should support to the farmers. Development of nation depends upon development of farmers because farmer is the backbone of the country. By giving online marketing

farmers will get marketing opportunity to their products that will contribute lot to

References 1. Mohammad Sadegh Allahyari ‘

Agricultural E-marketing’ journal of international food and agribusiness marketing2017.

2. Yiwu zeng, Fu jia , Li wan and Hongdong guo ‘ E-commerce in agri-food sector’ International food and agribusiness management review, volume 20, 2017

3. AG Abhishek, M Bharathwaj, L bhagyalakshmi ‘Agricultural marketing using web and mobile based technologies, 2016.

4. Habbib Ullah khan ‘The marketing in the development of agricultural industry’ journal of internet commerce 2015.

5. E- Marketing of agricultural products in koreaApo news, 2010.

6. www.wikipedia.org

7. www.enam.gov.in


| Oct 2018 Page: 73

Mohammad Sadegh Allahyari ‘Adoption of marketing’ journal of international

agribusiness marketing, volume 27,

Yiwu zeng, Fu jia , Li wan and Hongdong guo ‘ food sector’ International

food and agribusiness management review,

Bharathwaj, L bhagyalakshmi using web and mobile

development of internet marketing in the development of agricultural industry’ journal of internet commerce March,

of agricultural products in korea-

e-marketing of agricultural products

Education

marketing management

emarketing

agriculture

farmers