TECHNOLOGY-DRIVEN AGRICULTURAL MARKETING IN JHARKHAND THROUGH E-COMMERCE

Abstract

This research paper discusses how agricultural marketing which is a result of technology such as ecommerce has changed agricultural situation in Jharkhand. The research sought to learn about the availability and use of digital tools by farmers with a special focus on internet access, smart phone usage, digital literacy and barriers to using technology-based platforms. Based on the analysis of secondary data and a hypothetical sample comprising 150 farmers, it was found out that most of these farmers had access to either smartphones (72%), or internet (63.3%), however, only 20% of them displayed high digital skills, and 46.7 and 33.3% had moderate and low digital skills, respectively. The identified study found poor internet connectivity (30) and lack of awareness (43.3) to be the most outstanding barriers to embracing the use of e-commerce platforms. High transaction costs and navigation problems were also cited as other challenges. These results contribute to the relevance of specific measures, such as digital literacy training, sensitization, and the provision of infrastructural support to guarantee the inclusion of small and marginal farmers. The paper concludes that the use of e-commerce can serve to improve the accessibility of markets, price realization, decrease reliance on middlemen, and sustainable farming practices. With the help of technology in agriculture marketing, Jharkhand can develop a transparent, efficient, and equitable system that does not only enhance income of farmers but also contributes to the rural development and the economy of the region.