Challenges and Opportunities for ICT Initiatives in Agricultural Marketing in India

Agriculture is different from industry and plays a significant role in the economic development of a nation. India's prosperity depends upon the agricultural prosperity. There are many kinds of agricultural products produced in India and the marketing of all these farm products generally tends to be a complex process. Agricultural marketing involves many operations and processes through which the food and raw materials move from the cultivated farm to the final consumers. The conventional approach of extension services have not been able to resolve the challenges posed by various factors in Indian Agriculture marketing. The paper at length discusses about the challenges and the opportunities for ICT mediated services for agricultural marketing.