This post has been self-published on Youth Ki Awaaz by Pawan Kumar Sharma. Just like them, anyone can publish on Youth Ki Awaaz.

Scope Of Managing Agricultural Marketing Using ICT

More from Pawan Kumar Sharma

By Pawan Kumar

The ongoing coronavirus pandemic is creating multiple challenges for every section of society on Planet Earth. All the sectors of the economy, namely, industry, manufacturing, transportation, agriculture, etc. are suffering at the hands of this prevailing pandemic. The agricultural sector, being the employer of a large section of the population in developing and underdeveloped countries is liable to affect the economy in more critical ways, if not dealt with utmost, immediate care.

Importance Of Agriculture In Indian Economy

Agriculture is not only a source of food but it is also the livelihood for more than 65% of the population in India. Farmers are always vulnerable to natural calamities owing to the negative impact on crop production and farm incomes. The incidence of diseases and insect pests in crop production further enhances the production risks in agriculture and poses greater challenges for sustenance for small and marginal farmers. The farm calamities now seem to be more localized. Despite the fact that in irrigated lower plains of the Jammu region, farmers were not able to sow wheat due to untimely rains, the area under wheat when it comes to national level readiness is all set to break the record for productivity, covering 310 lakh hectare.


The agricultural sector is in need of a technological overhaul. The image is for representational purposes.


The current situation calls for innovative interventions in the area of the marketing of agricultural produce. Already, many farmers in remote villages have reported loss of produce because of an absence of any marketing facility during the lockdown, especially vegetables and seasonal fruits such as strawberry etc. Now, in order to ensure reasonable prices for farmers for their field crops such as wheat, mustard etc. the government has started a call centre for inter-state agricultural transportation which can be used by retailers, traders, truck drivers, transporters or any other stakeholders to manage the problems faced during their involvement in the movement of agricultural products. Call centre involves the use of telephone and is the basic tool of Information and Communication Technology (ICT), which in these difficult times is expected to resolve the problem of agricultural marketing.

Impact Of ICT In Agricultural Extension Services Delivery

In fact, ICT is the most effective answer to solve the problem in the current situation. Besides, access to improved inputs, scientific knowledge etc., ICT is instrumentall in providing market information. The Government of India has introduced several ICT initiatives targeting the welfare of the agricultural sector. Approximately 45 per cent of the ICT projects of the whole world have been implemented in India and also the maximum number of information kiosks has been employed in rural India. Some of the e-Agriculture initiatives in India are Agrisnet, Digital green, eSagu, Warana, IKSL, Agmarknet, IKSL, Agmarknet, Digital Mandi, e­Arik, Akashganaga, aAQUA, Fisher Friend Mobile Advisory KCC, Reuters Market Light, SMS Portal/mKisan Portal, Mahindara Kisan Mitra, Kisan Call Centers (KCCs), Village Knowledge Centers (VKCs) etc.

For providing the remunerative prices to the farmers for their produce, several network sites and portals like AGMARKNET are being developed. All the information about the markets, arrival of different products and prices can be obtained from this site which will help farmers to make decisions on their own about where to sell the produce and at what price. Here, ICT acts as an effective tool for managing the supply chain in agriculture.

The flow of information is more complex in UT of J&K due to poor infrastructure when it comes to its difficult terrains, roads, availability and accessibility of technology etc. In this respect, under the price dissemination initiative of the Forward Market Commission, ticker boards have been installed in Krishi Vigyan Kendras, wherein spot and futures prices of agricultural products are reflected for ready reference of farmers.

When it comes to agricultural marketing, the most effective ICT application has been introduced in the Union budget of 2016-17, called the e-National Agricultural market (e-NAM), wherein a unified common market platform is created to integrate all the regulated markets across the nation through a single electronic platform. The initiative is a move as part of the initiative by the Agriculture Produce Market Committee (APMC) Model act, 2017, a pan India electronic trading portal with twin objectives of spot price discovery and real time price dissemination.

The act also envisages use of technological infrastructure for marketing and online trading of produce. It also involves creation of alternative marketing channels through private sector investments for smooth sales transactions.

Agricultural marketing is administered by the States as per their agri-marketing regulations. After the repeal of APM act 1997 in J&K, the process of establishment of e-NAM infrastructure has been undertaken to keep the farmers of the state up-to-date when it comes to application of ICT for marketing their produce.

It’s beyond any doubt that ICT can revolutionise agricultural marketing for marginal and small farmers in India. However, it remains to be seen how farmers can make the best use of available ICT resources to manage diverse supply chains in farming.

The author is a Scientist in the department of Agricultural Economics at Sher-e-Kashmir University of Agricultural Sciences & Technology of Jammu (J&K)

You must be to comment.

More from Pawan Kumar Sharma

Similar Posts

By Saurav Shekhar

By Rakesh Nagdeo | Adivasi Awaaz Creator

By The Sensible Writer

Wondering what to write about?

Here are some topics to get you started

Share your details to download the report.

We promise not to spam or send irrelevant information.

Share your details to download the report.

We promise not to spam or send irrelevant information.

An ambassador and trained facilitator under Eco Femme (a social enterprise working towards menstrual health in south India), Sanjina is also an active member of the MHM Collective- India and Menstrual Health Alliance- India. She has conducted Menstrual Health sessions in multiple government schools adopted by Rotary District 3240 as part of their WinS project in rural Bengal. She has also delivered training of trainers on SRHR, gender, sexuality and Menstruation for Tomorrow’s Foundation, Vikramshila Education Resource Society, Nirdhan trust and Micro Finance, Tollygunj Women In Need, Paint It Red in Kolkata.

Now as an MH Fellow with YKA, she’s expanding her impressive scope of work further by launching a campaign to facilitate the process of ensuring better menstrual health and SRH services for women residing in correctional homes in West Bengal. The campaign will entail an independent study to take stalk of the present conditions of MHM in correctional homes across the state and use its findings to build public support and political will to take the necessary action.

Saurabh has been associated with YKA as a user and has consistently been writing on the issue MHM and its intersectionality with other issues in the society. Now as an MHM Fellow with YKA, he’s launched the Right to Period campaign, which aims to ensure proper execution of MHM guidelines in Delhi’s schools.

The long-term aim of the campaign is to develop an open culture where menstruation is not treated as a taboo. The campaign also seeks to hold the schools accountable for their responsibilities as an important component in the implementation of MHM policies by making adequate sanitation infrastructure and knowledge of MHM available in school premises.

Read more about his campaign.

Harshita is a psychologist and works to support people with mental health issues, particularly adolescents who are survivors of violence. Associated with the Azadi Foundation in UP, Harshita became an MHM Fellow with YKA, with the aim of promoting better menstrual health.

Her campaign #MeriMarzi aims to promote menstrual health and wellness, hygiene and facilities for female sex workers in UP. She says, “Knowledge about natural body processes is a very basic human right. And for individuals whose occupation is providing sexual services, it becomes even more important.”

Meri Marzi aims to ensure sensitised, non-discriminatory health workers for the needs of female sex workers in the Suraksha Clinics under the UPSACS (Uttar Pradesh State AIDS Control Society) program by creating more dialogues and garnering public support for the cause of sex workers’ menstrual rights. The campaign will also ensure interventions with sex workers to clear misconceptions around overall hygiene management to ensure that results flow both ways.

Read more about her campaign.

MH Fellow Sabna comes with significant experience working with a range of development issues. A co-founder of Project Sakhi Saheli, which aims to combat period poverty and break menstrual taboos, Sabna has, in the past, worked on the issue of menstruation in urban slums of Delhi with women and adolescent girls. She and her team also released MenstraBook, with menstrastories and organised Menstra Tlk in the Delhi School of Social Work to create more conversations on menstruation.

With YKA MHM Fellow Vineet, Sabna launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society. As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

Read more about her campaign. 

A student from Delhi School of Social work, Vineet is a part of Project Sakhi Saheli, an initiative by the students of Delhi school of Social Work to create awareness on Menstrual Health and combat Period Poverty. Along with MHM Action Fellow Sabna, Vineet launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society.

As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

Find out more about the campaign here.

A native of Bhagalpur district – Bihar, Shalini Jha believes in equal rights for all genders and wants to work for a gender-equal and just society. In the past she’s had a year-long association as a community leader with Haiyya: Organise for Action’s Health Over Stigma campaign. She’s pursuing a Master’s in Literature with Ambedkar University, Delhi and as an MHM Fellow with YKA, recently launched ‘Project अल्हड़ (Alharh)’.

She says, “Bihar is ranked the lowest in India’s SDG Index 2019 for India. Hygienic and comfortable menstruation is a basic human right and sustainable development cannot be ensured if menstruators are deprived of their basic rights.” Project अल्हड़ (Alharh) aims to create a robust sensitised community in Bhagalpur to collectively spread awareness, break the taboo, debunk myths and initiate fearless conversations around menstruation. The campaign aims to reach at least 6000 adolescent girls from government and private schools in Baghalpur district in 2020.

Read more about the campaign here.

A psychologist and co-founder of a mental health NGO called Customize Cognition, Ritika forayed into the space of menstrual health and hygiene, sexual and reproductive healthcare and rights and gender equality as an MHM Fellow with YKA. She says, “The experience of working on MHM/SRHR and gender equality has been an enriching and eye-opening experience. I have learned what’s beneath the surface of the issue, be it awareness, lack of resources or disregard for trans men, who also menstruate.”

The Transmen-ses campaign aims to tackle the issue of silence and disregard for trans men’s menstruation needs, by mobilising gender sensitive health professionals and gender neutral restrooms in Lucknow.

Read more about the campaign here.

A Computer Science engineer by education, Nitisha started her career in the corporate sector, before realising she wanted to work in the development and social justice space. Since then, she has worked with Teach For India and Care India and is from the founding batch of Indian School of Development Management (ISDM), a one of its kind organisation creating leaders for the development sector through its experiential learning post graduate program.

As a Youth Ki Awaaz Menstrual Health Fellow, Nitisha has started Let’s Talk Period, a campaign to mobilise young people to switch to sustainable period products. She says, “80 lakh women in Delhi use non-biodegradable sanitary products, generate 3000 tonnes of menstrual waste, that takes 500-800 years to decompose; which in turn contributes to the health issues of all menstruators, increased burden of waste management on the city and harmful living environment for all citizens.

Let’s Talk Period aims to change this by

Find out more about her campaign here.

Share your details to download the report.

We promise not to spam or send irrelevant information.

A former Assistant Secretary with the Ministry of Women and Child Development in West Bengal for three months, Lakshmi Bhavya has been championing the cause of menstrual hygiene in her district. By associating herself with the Lalana Campaign, a holistic menstrual hygiene awareness campaign which is conducted by the Anahat NGO, Lakshmi has been slowly breaking taboos when it comes to periods and menstrual hygiene.

A Gender Rights Activist working with the tribal and marginalized communities in india, Srilekha is a PhD scholar working on understanding body and sexuality among tribal girls, to fill the gaps in research around indigenous women and their stories. Srilekha has worked extensively at the grassroots level with community based organisations, through several advocacy initiatives around Gender, Mental Health, Menstrual Hygiene and Sexual and Reproductive Health Rights (SRHR) for the indigenous in Jharkhand, over the last 6 years.

Srilekha has also contributed to sustainable livelihood projects and legal aid programs for survivors of sex trafficking. She has been conducting research based programs on maternal health, mental health, gender based violence, sex and sexuality. Her interest lies in conducting workshops for young people on life skills, feminism, gender and sexuality, trauma, resilience and interpersonal relationships.

A Guwahati-based college student pursuing her Masters in Tata Institute of Social Sciences, Bidisha started the #BleedwithDignity campaign on the technology platform, demanding that the Government of Assam install
biodegradable sanitary pad vending machines in all government schools across the state. Her petition on has already gathered support from over 90000 people and continues to grow.

Bidisha was selected in’s flagship program ‘She Creates Change’ having run successful online advocacy
campaigns, which were widely recognised. Through the #BleedwithDignity campaign; she organised and celebrated World Menstrual Hygiene Day, 2019 in Guwahati, Assam by hosting a wall mural by collaborating with local organisations. The initiative was widely covered by national and local media, and the mural was later inaugurated by the event’s chief guest Commissioner of Guwahati Municipal Corporation (GMC) Debeswar Malakar, IAS.

Sign up for the Youth Ki Awaaz Prime Ministerial Brief below