Oorjagram LTP Report

OORJAgram INDIA
LONG TERM PROJECT REPORT
Submitted to – Team Oorjagram Submitted By – Akanksha Nagar
CHAPTER 4 - AGRI-BUSINESS MANAGEMENT
INTRODUCTION
Davis and Goldberg coined the term "agribusiness" in 1957 in a paper presented at the
Boston Conference on Distribution as "the sum total of all operations." involved in food
and fibre production and distribution”, which described three interconnected sectors in a
global food system. It is a three-part system comprised of (i) the agricultural input sector, (ii)
production sector, and (iii) service sector of processing and manufacturing (Sonka and
Hudson, 1989). Agribusiness is the production of agricultural products. Crop production,
seed supply, agrochemicals, farm machinery, distribution, processing, marketing, and
retailing of agricultural produce to final consumers are all included. Agribusiness is a simple
portmanteau of agriculture and business within the agriculture industry, referring to the wide
range of activities and disciplines that modern food production encompasses. Agribusiness
has grown from agriculture to become a vast and complex system that extends beyond the
farm to include all those involved in bringing food and fibre to consumers. The food and
agribusiness sector is made up of many small and medium-sized businesses, as well as a few
large corporations and multinational corporations, all of which compete with one another at
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every stage of the supply chain. In order to compete and strengthen growth, a competitive
food and agri-business sector requires effective innovation and business development. Fruits,
vegetables, legumes, spices, meats, poultry, and fisheries, milk and dairy products, alcoholic
beverages, grain processing, and specialty products such as confectionaries, cocoa products,
soya-based and high protein foods, and mineral water are all produced in India. The Indian
agribusiness industry is estimated to have generated around $245 billion in 2015 and has
grown at a rate of 5.7 percent per year between 1991 and 2015. According to the Ministry of
Micro, Small, and Medium Enterprises, approximately 51.06 million micro-small-medium
enterprises employ approximately 117.2 million people. The food and agribusiness industry
employs approximately 6.9 percent of those employed in this sector.
Agribusiness includes not only those who farm the land, but also those who provide inputs
(such as seed, chemicals, and credit), process the output (such as milk, grain, and meat), and
manufacture food products (such as ice cream, bread, and breakfast cereals), and transport
and sell the food products to consumers (restaurants, supermarkets). As new industries have
emerged and traditional farming operations have grown larger and more specialised, the
agribusiness system has undergone rapid transformation. A company that conducts business
with farmers is also classified as being in the agri business sector. These transactions could be
in the form of goods or services. Similarly, agricultural suggestions or consultancies, seeds,
pesticides, and agricultural equipment supply all fall under the category of agri business.
Similarly, agriculture loans, agriculture insurance, agri product stocking, transportation,
packing, processing, and distribution all fall under the same sector.
The liberalisation policy and the establishment of the WTO have increased opportunities for
globalising agriculture and allied sectors. The agribusiness sector encompasses many
agricultural activities under one umbrella, such as the integration of agricultural inputs,
agricultural productions, agro processing, agricultural marketing, and trade, all of which add
value to agricultural produce. Thus, Agribusiness refers to farming as well as all of the other
industries and services that comprise the supply chain from farm to consumer, including
processing, wholesaling, and retailing.
IMPORTANCE OF AGRI-BUSINESS
Commercial agriculture and agribusiness necessitate specialised production, postharvest
management, expansion of processing, transportation, and packaging activities, and product
positioning in both domestic and international markets. Agricultural economists described
agribusiness's unique characteristics and needs in the 1980s, and it was widely recognised as
an important new field.
There are five ways in which agribusinesses differ from other types of businesses:
1) The distinct cultural, institutional, and political aspects.
2) The uncertainty of production
3) Alternative political goals and forms of intervention.
4) The public sector's contribution to technological development.
5) The diversity of competitive structures in the agribusiness sector.
Agriculture is rapidly changing into a business opportunity, and with these trends, food is
being exported to national and international markets after harvesting the crop using technical
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methods for processing, packaging, and transportation. However, by failing to take
appropriate measures in our country, nearly every year, 20 to 30 % of crop produce is wasted
due to factors such as floods, pests –insects, improper handling, storage, processing, and
transportation of agricultural produce, and failure to use proper methods during reaping the
crops. Similarly, vegetables and fruits are wasted 30% of the time due to a lack of processing
and storage facilities. However, changes in business policies and international business
organisations entering India's food processing market have resulted in an overall boost to the
country's agriculture sector. Many people in our country are investing in poultry, aquaculture,
and fruit and vegetable processing, which is proving to be a profitable business with the use
of advanced technology and managerial skills. As a result, people are investing in the fields
of production, transportation, processing, and marketing.
Government, private, and other organisations are looking for qualified agribusiness
managers, and agricultural universities and other agricultural education institutions have
taken on the responsibility of training students with the necessary business management skills
for the agribusiness industry. Food consumption is also driving the expansion of the
agricultural and agribusiness sectors. India is expected to surpass China as the world's largest
country. With the world's youngest population, the food and agriculture sector is expected to
triple by 2020, rising from $328 billion to $895 billion in just six years.
Huge opportunities in agribusiness are attracting investments both in primary production and
in food processing and distribution. Organized retail is growing at a 35% CAGR, and there
are numerous input industries that all require more capable people to manage growth. This
expansion will invariably result in major structural shifts in the management of agribusiness
enterprises, as well as a slew of new opportunities, beginning with the aggregation of land,
most likely through lease Arrangements, with the goal of improving production efficiencies –
resulting in the expansion of the farm mechanisation business, micro irrigation, and supply
chain reorganisation. Investments in food processing, cold chains and Agri infrastructure.
In the processed foods, beverages, nutrition, and plantation sectors, there is an increasing
number of new companies in the billion-dollar club. Several such companies have indicated
an interest in agribusiness and an appetite for investment in this sector through inputs and
farm mechanisation. Agriculture and the allied sector have grown satisfactorily in recent
decades, but due to a variety of factors, agricultural growth is currently relatively stagnant.
Reports from various sources always reveal the sector's bottlenecks, which hold us back in
terms of growth and development. Agriculture must be improved from the time crops are
harvested until they reach the consumer's fork. The majority of farmers and small business
owners are unaware of the standard practises required during pre-harvest and post-harvest
operations, which undoubtedly play an important role in overall productivity.
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In addition to these factors, the growing global population has created a chasm between
market demand and supply of agricultural products. There is a need for a market and
consumer-oriented education system that achieves the goal of economic growth and
development through the generation of income and employment. Agribusiness management
is a relatively new discipline in the agricultural education system, but it is quickly gaining
popularity among students and academics. The agribusiness programme is designed to
develop management workforce to serve the agricultural industry, which is a good option for
students who want to work in the corporate sector.
A proper management of all agribusiness activities is required, from planting the seed to
receiving the actual reward at the market place. These issues are expected to be addressed by
agricultural management education, which has the untapped potential to spark a second wave
of agricultural revolution.
Recently, The Indian Council of Agricultural Research (ICAR) has recommended to the
Planning Commission of India a proposal on “attracting and retaining rural youth in
agriculture (ARYA),” which has agreed to include it in the 12th five-year plan in order to tap
the youth potential in farming while also preventing their migration to urban areas. The
proposal for the pilot project was recommended to the ICAR by
Committee chaired by K. Narayana Gowda, which was formed to suggest measures to be
taken to attract youth to farming. The committee recommended that a Rs. 200 crore pilot
project be launched in 30 different locations across the country to encourage rural youth to
stay in agriculture.
Agriculture's prospects are being harmed as a result of youth abandoning farming and
migrating to cities in search of menial jobs.
The only way to attract them to agriculture is to make it a profitable business. The proposed
project aims to not only make farming a profitable venture, but also to triple farmers' incomes
in five years. According to the committee report, efforts will be made under the proposed
project to increase farmers' incomes through various technological interventions tailored to
local needs and fostering collaboration among local research institutes, administrative bodies,
and farmers.
CHAPTER 5 - SCOPE OF GROWTH IN AGRI-BUSINESS
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India is a reservoir of agrobiodiversity and other natural resources that meet the needs of all
types of raw materials for various small scale industries. Agribusiness is acting as a centre of
attraction and retaining rural youth in farming 301 industries include handmade items,
sugar mills, food processing, and dairy industries. Agribusiness opportunities can be
explored through research and development in various states, such as agricultural produce
production, harvesting, processing, marketing, storage, and transportation. The
agribusiness sector has the potential to contribute to a variety of social and economic
development goals, such as job creation and income generation, Poverty reduction, as well as
improvements in nutrition, health, and overall food security in the country Agribusiness
growth propels industrial growth by supplying massive amounts of raw material to agro-
based industries such as sugar, textiles, food processing, cigarettes, paper, and so on. Food
production in India is expected to double in the next ten years. As a result, there are
numerous opportunities for investments in food and food-processing technologies and
equipment, particularly in canning, dairy and food-processing, specialty processing,
packaging, frozen food and thermo processing, cold chains, and the food retailing sector.
Agro industry opportunities in India currently favour the growth and development of
medium-scale industries that match current production levels and market distortions.
In India, to promote agro-industries and provide people living in rural areas with new
employment opportunities close to where they work and live. However, unlike in the West,
where much of this was heavily mechanised due to labour shortages, we require labour
Through the use of technology. In many developed countries, the food processing and agro-
industry strategies were primarily aimed at increasing farmer incomes rather than creating
rural employment.
Here, are some highly potential areas of farming for development of agri-business –
(i) PRODUCTION
1. Production of high-yielding seeds
2. Production of high-quality planting material, including use of tissue culture methods
of micro-propagation
3. Nurseries, including hardening nurseries
4. Organic farming
5. Production of microbial cultures and vermicomposting
6. Floriculture
(ii) PROCESSING
1. Fruit and vegetable processing, including dehydration, canning, aseptic packaging,
processing of underutilized fruits, and processing for other products like grape raisin,
air-dried fruits, fruit toffee, bleached dry ginger and spices’ powders.
2. Processing of maize for starch and feed through improved mini/ small mills and dry
milling plants.
3. Processing of millets for various purposes, including malt from finger millets and
RTE (Ready-to-Eat) products.
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4. Processing of sugarcane for various jaggery products like spiced jaggery, powdered
jaggery, and jaggery cubes.
5. Processing of herbal and medicinal plants.
6. Processing of dairy products.
7. Processing for poultry products, including poultry dressing.
8. Processing of livestock products and livestock wastes.
(iii) INFRASTRUCTURE
1. Cool chain infrastructure, including cold stores
2. Storage and warehousing
3. Specialized transport services
4. Packaging infrastructure, including pack houses, and
5. Agri-clinics and service centres
(iv) TRADE
1. Procurement through contract arrangements, including contract farming
2. Retailing
3. Supply chain management, and
4. Capacity building, including human resource development in agribusiness.
CHALLENGES FACED IN AGRI-BUSINESS SECTOR
1. Improper marketing facilities

2. Lack of financial support
3. Insufficient Power and resources
4. Poor Infrastructure for agri-business sector
5. Lack of trained and skilled professionals
6. Poor managerial practices
7. Delay in development
8. Outdated technology
STRATEGIES FOR EFFICACIOUS AGRI-BUSINESS DEVELOPMENT
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1. In the context of today's changing and complex situations, a pleasant atmosphere in
the agricultural sector must be created.
2. Government officials and farmers should be unanimous in terms of the need and
advantages of supporting independent young people or private enterprises to enhance
farmers' productivity and profitability.
3. In those sectors where private entrepreneurs work has been assigned, the government
should stop providing free services.
4. In order to ensure high standards, the technical abilities and capabilities of
entrepreneurs must be assessed.
5. The quality of services and charges collected by the farmers in order to avoid
exploitation should be monitored by the monitoring agency.
6. The Agricultural Extension Agencies and farmer organisations should make the
services available to farmers more widely available in order to promote the
entrepreneurs. Such advertising can improve the credibility of business services.
7. By introducing various concessions and incentives, the Government should encourage
entrepreneurs.
8. Contractor networks can be set up to share experiences. These networks can also link
research institutions and universities closely to get to know the latest findings from
the research and to find solutions for their field problems.
DIAGRAMMATIC PRESENTATION 1 - AGRIBUSINESS SYSTEM OUTLINE
DIAGRAMMATIC PRESENTATION 2 – AGRICULTURE TO AGRIBUSINESS
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THE FUTURE OF AGRICULTURE & AGRIBUSINESS
1) Emergence of e-commerce in agriculture & agribusiness - Businesses all over the

world face new opportunities and challenges as a result of the Internet. Agribusiness
firms, like other businesses, must adapt their business model and practises to include
Internet activities. Agricultural input companies report that e-commerce, defined as
sales over the Internet, has fundamentally altered the way they do business. The rapid
increase in the proportion of farmers with Internet access. Internet business activities
can be divided into two categories: e-business and e-commerce. 1 E-business is
broadly defined as any commercial activity conducted over the Internet. This is not
limited to, Internet-based sales or purchases. The sale or purchase of goods and
services over the Internet is defined as e-commerce, a subset of e-business. E-
commerce is a more advanced form of e-business activity and development, in which
companies must first engage in e-business activities, as farmers' Internet usage
increases, agribusiness firms must integrate e-business and e-commerce activities into
their business strategies. Understanding how agribusiness firms can use the Internet to
supplement existing strategies and promote new ways of doing business requires
insight into e-business and e-commerce usage. The failure of numerous so-called
"Dot.com" companies demonstrates the difficulty in developing successful e-
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commerce strategies. Farmers' perceptions of adoption are also important as
agribusiness firms develop strategies for conducting e-commerce with their farm
customers.
Currently, the majority of the elements of e-Agribusiness have been around for years
in practise and literature. Nonetheless, their unique application in the context of rapid
technological change necessitated the creation of definitions for the following terms:
• E-Business: a business that uses computer media and has at least two players.
E-business is concerned with management and strategy. Subsets of e-Business
include e-Marketing, e-Commerce, and e-Agribusiness.
• E-Marketing: The process of transferring elements of marketing strategies
and activities to a computerised, networked environment such as the Internet.
E-Marketing, in more detail, is the strategic process of creating, distributing,
promoting, and pricing goods and services to a target market via the Internet
or digital tools.
• E-Commerce: Internet-based business that involves a financial transaction or
a legally binding commitment to exchange goods/services. As illustrated in the
diagram below, e-Commerce is a subset of both e-Business and e-Marketing.
Continuum of e-Business.
• Agribusiness: encompasses the agricultural input sector, the production
sector, and the processing manufacturing sector: farmers, farm input providers,
farm output processors, food product manufacturers, and those who transport,
sell, and/or prepare food products.
• E-Agribusiness: An e-Business that focuses on agricultural goods or services.
 MODELS FOR E-BUSINESS - The three most widely discussed e-Business

markets are: Business to Business (B2B), Business to Consumer (B2C) and Consumer
to Consumer (C2C). Decisions about the business model are driven by the market in
which e-company enter, plus product, company and industry characteristics. The
implications for the integrated strategies of a company are critical. The consequences
of not assessing business models adequately show media reports and literature of the
past two years – the reported downfall of e-businesses has now been accused of using
unsustainable business models. Much of the early dot.com craze was the desire of a
first-mover advantage. Some businesses were simply started with the idea of burning
risk capitals and profiting from the "flip" – selling intellectual assets to another
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company that could or may not use them for a productive enterprise. Companies are
now starting to understand that the advantage of the first mover should not be a
priority. The two main business models for an e-Business: the model based on
improvement and the business model based on revenue. Improvement-based
companies use the internet to save internal efficiency, increase marketing efficiency
and change the attitudes of consumers.
These are indirect benefits because they do not immediately result in a new sale or
generate revenue and Customers. Cost efficiency and cost savings are often the main
reasons that e-commerce companies attempt. The category and brand construction,
expanded service and product improvement via online information or products form
another important reason for improving internet enterprise. On the Internet, income-
based business models are based on the provider approach or on the user. The
provider models have fees paid by other companies to access the site – content
sponsorship and retail alliances are excellent examples. They have to pay the website
fees.
 KEY OPERATING MODELS - To maximise the benefits of their e-Commerce

business, a large number of companies are implementing various innovative ideas and
operating models, such as partnering with online marketplaces or establishing their
own online stores. The following are some key operating models:
1) Pickup & Drop marketplace are a model in which sellers frequently partner
in leading markets in order to build a dedicated online store in the latter.
Sellers play an important role in managing inventory and driving sales in this
situation. They take advantage of the high traffic on the marketplaces'
websites and gain access to their distribution network. However, the sellers
have little influence over pricing and the customer experience.
2) The stock in its own right is a model in which the E-Stakeholder owns the
stock. The model delivers better customer experience and satisfaction after
purchase. Due to ready data on the inventory, location, supply chain and
shipments it provides smoother operations effectively resulting in better stock
control. There are, however, risks of possible markings being reduced and
working capital tied in to the stock.
3) Private label reflects a company in which an e-commerce company

establishes its own branded product which it sells on its own website. This
model offers its customers a broad spectrum of products and prices and
competes with branded labels. Margins are generally higher here than branded
goods from third parties.
4) White label involves the establishment by an e-commerce player or third

party of a branded online shop. The brand assumes responsibility for website
traffic generation and the provision of services through payment portals. It
helps to build confidence, customer loyalty and improves branding and
product expertise.
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 SCOPE OF E- AGRIBUSINESS – Here are some the areas of huge scope for
agribusiness working through an e-commerce model.
1) In agriculture, especially gardening and processed products, there is a

significant scope for e-agrobusiness. In both national and international
markets, mango, grapes, spices, etc. have high demand.
2) Products such as sugar, tea and processed agri products can also be sold online
to increase profit.
3) Farmers receive up-to-date market information and can sell their produce via
electronic means.
 BENEFITS OF E-AGRIBUSINESS – Here are some the areas of advantages for

agribusiness working through an e-commerce model:
1) Global Market - E-Agribusiness offers a virtual global distribution market.

Because the Internet is used by millions of people all over the world, doing
business through this new system is limitless and endless.
2) Cost of Inventory - Many times, e-Agribusiness can help to reduce inventory

costs by implementing just-in-time systems. It also improves the firm's ability
to forecast industry demand more accurately.
3) Customer Service Rendered - The costs incurred for customer and after-sale
services typically account for at least 10% of e-agribusiness operating costs.
Many services may be made available online, as well as improvements in
product and service quality.
4) Time Period of Distribution - In e-Agribusiness, customers place orders

immediately on the internet, and goods are delivered in the usual manner.
5) Easy access - With the help of the internet, small and medium-sized
businesses can also provide information on their products and services to all
potential customers worldwide at a low cost.
6) Direct link - Companies can establish a direct link to customers and critical
suppliers or distributors via the internet in order to complete transactions or
communicate trade information more easily.
 BARRIERS IN E-AGRIBUSINESS - Here are some the hurdles that can be faced in
agribusiness working through an e-commerce model:
1) Computer analphabetic and e-commerce awareness.
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2) Web connectivity problems.
3) Problems with language.
4) Electricity load shedding.
5) Persistence of intermediaries in the agricultural supply chain.
 ADVANCEMENT IN E-AGRIBUSINESS SECTOR - In the agribusiness industry

e-commerce is slowly evolving, owing to certain factors, such as production and
consumers' Internet adoption rates as a tool for business, their size and market size.
Evidence suggests that large-scale producers are migrating online. Another
consideration is the magnitude of the benefits accruing to e-commerce participants.
Although it is likely too early to predict which model will prevail, online companies
have the potential to become vast hubs of economic activity, connecting the supply
chain within a vertical industry segment and horizontal supply chains operating across
industries. Some third-party e-agribusiness sites are likely to fail during the process
due to strategic and operational constraints, inefficiencies in operation, or a lack of
capital. E-commerce is more of a strategy than a technology than just business. The
dotcoms of today could be replaced by companies that incorporate the Web into the
strategy and obtain real money.
It certainly looks as though e-commerce is beginning to be seen as imperative in

business by the foundation of "bricks" (traditional agriculture). Traditional farmers
have strong market shares as incumbents and some struggle to retain their customers.
Following a slow start in the e-commerce arena, traditional agricultural companies
have made a flurry of announcements about the creation or unveiling of B2B
strategies. Some buyers with a sizable market share are also establishing procurement
sites. ITC's e- Choupal and Cadbury India Ltd.’s procurement sites are two real-world
examples.
 Here are a few ways through with E-Agribusiness companies can accelerate their
growth in the market –
1) Customers' expectations shift rapidly as they move from the research to the purchase
to the fulfilment stages. Companies in the e-commerce industry must understand these
change drivers and adapt their offerings accordingly.
2) With changing technology, e-commerce companies must constantly upgrade their
offerings. For example, now that mobile shopping has truly arrived, they must create
simple mobile apps for their websites. They must ensure that their websites are fast
enough to conduct fast business, especially during sales, deals, and discounts.
3) Customers' expectations shift rapidly as they move from the research to the purchase
to the fulfilment stages. Companies in the e-commerce industry must understand these
change drivers and adapt their offerings accordingly.
4) They should also provide adequate after-sales service and support. Online product
reviews and ratings, videos, and more sophisticated sizing and fitting tools should be
available.
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5) The e-Commerce industry is experiencing procurement and transportation issues due
to a lack of an integrated end-to-end logistics platform. Because of the proliferation of
low-cost smartphones, online purchases from Tier 2 and Tier 3 cities are expected to
skyrocket.
6) To stay in business, e-commerce will need to constantly adapt and innovate.

7) Several of these companies began in the e-Commerce industry as start-ups and have
grown to enormous size as a result of the market's continuous growth, but they lack
well-defined capabilities and organisational structure.
RESEARCH CONDUCTED - WILL THE RISE OF E-COMMERCE IN

THE AGRIBUSINESS SECTOR BE BENEFICIAL TO ITS
STAKEHOLDERS
OBJECTIVE OF RESEARCH - In the case of both goods and services, e-commerce

basically refers to the purchase and sale between the parties involved over an electronic
mode. It also entails the payment of goods and services through an online platform
(electronic means). E-commerce benefits both buyers and sellers. It eliminates most
middlemen and reduces inventory, making it simple for a seller to pass on the benefits to
consumers at low prices. For consumers, easy delivery with low prices becomes an
advantage, whereas for sellers, cross-border selling provides multiple benefits, making it a
saviour of search reduction and negotiation costs as well.
This sector can be identified as an area with enormous agricultural marketing potential,
particularly for markets of exotic fruits, vegetables, grains, spices, and selective organic food
and other agricultural products. So, we can say that E-commerce could greatly benefit agri-
marketing in both B2B and B2C markets.
There are 3 types of e-commerce models in Agri-business marketplace:
 Farm to Farm Model (F2F): This model was created to allow farms to collaborate or
sell goods and services to one another. That is, one farm is the supplier, and another
farm is the customer. Although it may not appear to be so, the F2F is a bit
complicated. The agents in this model do not negotiate for the products to be
purchased; instead, the two farms agree on a set of terms and adhere to those terms in
each transaction.
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 Farm to Customer Model (F2C): This business model enables farms to sell goods
and services to customers or individuals via the Internet. The agents are in charge of
price comparison.
 Customer to Customer Model (C2C): Both the supplier and the buyer are
individuals.
 Some major advantages of Implementing Agri-business through an e-commerce

platform –
1) Agricultural e-commerce is a method of reducing administrative cost and cycle time,

restructuring agricultural processes and enhancing relations between business
partners and clients.
2) E-commerce technology in agriculture enables smallholders to access the same
markets as bigger farms.
3) Small farms can grow very fast and even take on larger farms. · Small farmers can
grow very fast. They can offer individuals who visit the site more easily than larger
farms personalised services.
4) Appropriate agriculture-e-commerce solution can increase business opportunities
with customers, suppliers and other companies.
5) With the use of agricultural e-commerce techniques and technology, the customer's
service will probably attract additional customers. This will lead to better relations
with customers and to increased customer count.
The development of the Agri e-commerce ecosystem requires the establishment of a

regulatory environment by government ministries and regulators. Government ministries can
further promote agri-competitive enterprises with local farming regions information and
events to raise farmers' awareness of the opportunities offered by Agri-e-commerce. Donors
and investors also play an important role – by investing in companies that have a sustainable
competitive advantage and potential to scale, for example, Agri e-commerce. This means that
local market momentum is understood and that the key agri e-commerce developers are
development.
DIAGRAMMATIC REPRESENTATION OF E-AGRI BASED MODELS AND
SUPPLY CHAIN
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a) A CONCEPTUAL MODEL OF AGRI-FOOD E-COMMERCE (AE)
MODELS: B = BUSINESS; C = CUSTOMER; O2O = ONLINE TO OFFLINE.
(Source- E-commerce in agri-food sector: a systematic literature review (Revise Article)
By Yiwu Zenga, Fu Jiab, Li Wanc, and Hongdong Guo)
(b) AGRICULTURAL SUPPLY CHAIN ON THE E-HUBS
(Source - El 138 e-Science and Chinese Technology Journal)
FORMULATION OF THE PROBLEM
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Agri e-commerce, particularly in developed areas, is at an upcoming stage of development.
The commercial opportunity and potential social impact, on the other hand, are undeniable.
Aside from Agri-e-commerce companies and mobile operators, governments and investors
can take advantage of this opportunity to drive growth in the agricultural sector and improve
farmers' livelihoods. Today, the majority of customer journeys in these segments begin
online via search engines, social media recommendations, and so on. Online reviews or
digital advertisements are two examples.
One of the few remaining sectors where e-commerce has yet to have a significant impact is
agriculture. There are several reasons why: the Agri-subsidiary chain is often controlled by
well-initiated (intermediaries) intermediaries; the logistical challenge of handling products
that are perishable is difficult; and, given the inconsistent physical appearance of fresh
products, especially fruit or vegetables, most consumers still prefer to buy food online rather
than online.
(c) E- AGRIBUSINESS VALUE CHAIN SYSTEM
The overall goal of this study is to provide an overview and opportunities for improvement in
the emergence of e-commerce in India's agri-business sector. For this, I created a
questionnaire with a total of 25 questions pertaining to a specific customer's perspective
when purchasing an agricultural product through an e-commerce website dealing in Agri-
products. All of the survey questions were based on the individual customer's experience and
input, which he or she provided based on their knowledge of the subject.
SCOPE OF STUDY
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Farming is a personal endeavour. So, it is likely why agri retailers prefer the traditional
approach of meeting with a farmer and walking through their fields over modern retail
solutions such as e-Commerce. It just appears to be a bit more personal and face to face.
Now due to its online nature, e-Commerce holds a potential of revealing more about the
farmer and their operation than just a simple conversation. Not only this, one could even add
detailed data on their crops, fields, planting history, financial estimates, and much more to an
online record of their purchasing history and personal information.
There is a lot of room for e-agribusiness in agriculture, particularly in horticulture and
processed goods. Mango, grapes, spices, and other fruits and vegetables are in high demand
on the national and international markets. To increase profits, products such as sugar, tea,
processed agricultural products, dairy products, beverages, and so on can be sold online.
Farmers receive up-to-date market information and can sell their produce via electronic
means.
The evolution of e-commerce in the agribusiness sector could be slow due to factors such as
the rate of adoption of the internet as a business tool by producers and consumers; their scale
of operations; and the size of their agri-business market. The evidences suggest that large-
scale producers are migrating online. Another consideration is the magnitude of the benefits
accruing to e-commerce participants.
Some of the major areas that get covered under the head of scope of E-Agribusiness are as
follows:-
 Indian agricultural products are marketable in other countries.
 Processed agricultural products can be sold online for a high profit.
 Farmers receive an update on the Agri market.
 MSAMB, for example, provides information on the prices of farm goods.
Basically, the scope of this research is to find out the current issues related to Agri-business
market in e-commerce platform and what all recommendations and ideas could probably be
introduced in order to increase the level of efficiency and productivity in the agricultural
business over online platform for the benefit of all the respective stakeholders involved in the
business from small-scale to large-scale farmers, customers and government authorities
concerned.
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This study also highlights some of the major issues that people face when doing Agri-
business on an e-commerce platform. Computer illiteracy, ignorance about e-commerce,
problems with internet connectivity, language barriers, load shedding of electricity, and the
persistence of middlemen in the agricultural supply chain are some of the commonly
addressed hurdles in India with regard to E-agribusiness.
RATIONALE OF THE STUDY

When it comes to modern technology, no one can ignore Ecommerce. E-commerce is
changing the way businesses operates and functions; however, e-commerce has not yet
reached every sector in India. Despite this, many Agri-Commerce business are attempting to
innovate and implement e-commerce in agriculture. The main goal of these Agri-business
firms is to deliver the maximum benefits of e-commerce, which will result in resource
savings.
Recently, I've noticed that many agricultural businesses are investigating or have already
implemented e-commerce as a strategy to offset COVID-19 restrictions. Whether it may be
due to the pandemic and lockdown caused due to the spread of the highly contagious novel
coronavirus, or another unforeseen circumstance in the future which could also act as a
major driving force for investigating into e-commerce, It is still very important for an
individual dealing into agri-business to be familiar with both the sides of the coin, either it
may be the advantageous one or the challenges they might encounter while conducting the
business for agri-products on an e-commerce platform. Both consumers and sellers benefit
from e-commerce. It eliminates most middlemen and reduces inventory, making it simple for
a seller to pass on the benefits to consumers at low prices. For consumers, easy delivery with
low prices becomes an advantage, whereas for sellers, cross-border selling provides multiple
benefits.
This could be identified as an area with enormous agricultural marketing potential,

particularly for markets of exotic fruits, vegetables, grains, spices, and selective organic food.
Working on an e-commerce platform with an agri-business focus could prove to be a valuable
tool for drastically reducing middlemen costs in the supply chain and establishing a good
connection between farmers and consumers. Not only that, but it has the potential to bring
niche products to national markets.
It does not simply imply that farmers have an online portal for scheduling and order tracking.
But it also includes farmers and customers going online, comparing products, and making a
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purchase without ever setting foot in a store. So, we can say that e-commerce does hold a
great amount of potential of benefitting its stakeholders with regard to Agri-business in
both B2B and B2C markets.
RESEARCH METHODOLOGY
The collection of primary data for this study was accomplished by floating a detailed
questionnaire with a total of 25 questions. This questionnaire was created using Google
Forms and distributed across all major social networking platforms such as Facebook,
WhatsApp, Instagram, and LinkedIn. Filled by a public base of customers from various
regions and demographic locations of India who order and purchase Agri-products through an
Agri-business website.
Even after accounting for the heterogeneity in responses due to the large population base, all
subsets of the frame are given equal weight.
In this study, we used nine parameters to evaluate the website and app design, efficiency,
responsiveness, reliability, empathy, assurance, privacy, fulfilment, satisfaction, and loyalty.
Scaling was done on a scale of 1 to 5. (Strongly Disagree, Somewhat Disagree, Neutral,
Somewhat Agree, Strongly Agree).
Individuals ordering and obtaining agri-business services through an online e-commerce
platform were used for data collection and respondent selection for the target audience.
TOOLS & TECHNIQUES USED FOR DATA ANALYSIS
 Descriptive statistics which comprises of-
1. Mean
2. Median
3. Mode
 Hypothesis testing applying –
1. T TEST
2. PAIRED SAMPLE T TEST
3. LINEAR REGRESSION
4. ONE WAY ANNOVA
 Charts and graphs
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 CONCEPTUAL FRAMEWORK OF THE STUDY
E-SERVEQUAL MODEL - The E-Servequal model ultimately refers to the Dimension of

service quality in the context of internet banking services and the impact they have on e-
customer loyalty and satisfaction. The primary goal of this model is to investigate the
systemic relationship between the quality of internet banking services provided and electronic
customer loyalty, which is based on distinct constructs.
Both physical and online business models have an impact on individual consumer behaviour
during the course of a marketing campaign. Now, how often a client visits his/her app, and
how often it spreads the experience through word of mouth, will affect it. The key to
surviving in this tough competitive website environment will be a service-focused strategy. In
order for a customer to remain loyal to a servicing company, the goods must be fully
functional and adequate. In general, the SERVQUAL model was developed and introduced in
1988 by Valarie Zeithaml, A. Parasuraman, and Leonard Berry. This model is used to
compare customer quality efficiency to customer service quality needs, accounting for
consumers' expectations of the relative value of service attributes and allowing the company
to prioritise accordingly. SERVQUAL sees the firm's offerings in a broader context that
extends far beyond customer service.
DETAILED PRESENTATION OF E-SERVEQUAL MODEL
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QUESTIONNAIRE USED FOR RESEARCH
E-commerce in Agri-business
As a platform, e-commerce offers a vital opportunity to reduce costs and stimulate demand in
the agri-business sector. This could be the new and effective way for small- scale farmers to
access the market with a wide exposure. Through the introduction of e- Commerce as an
online platform, smallholders can sell most of their products at higher prices than before as
the price squeeze of intermediaries gets eliminated.
Electronic emergence in Agri market
1. Name *
2. Age *
Mark only one oval.
a) 18 Above
b) 18-25 years
c) 25-45 years
d) 45 above
3. Gender *
Mark only one oval.
a) MALE
b) FEMALE
c) PREFER NOT TO SAY
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4. Region where you stay in India? *
Mark only one oval.
a) CENTRAL INDIA
b) EAST INDIA
c) NORTH INDIA
d) NORTHEAST INDIA
e) SOUTH INDIA
f) WESTERN INDIA
5. Area where you stay in India? *
Mark only one oval.
a) URBAN AREA
b) RURAL AREA
c) SEMI-URBAN AREA
d) PREFER NOT TO SAY
6. Are you aware of any e-commerce companies dealing in agricultural products online? *
Mark only one oval.
a) Yes
b) No
c) Maybe
7. Proportion of Income Spend on buying agricultural products through an e-commerce

website? *
Mark only one oval.
a) 2% - 5% of Total Income
b) 7% - 10% of Total Income
c) 12% - 15% of Total Income
d) 17% - 20% of Total Income
8. Intervals at which you visit a website dealing in Agri-business? *
Mark only one oval.
a) Once in a week
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b) Once in a month
c) Twice in a month
d) Rarely
9. Who do you think will be benefited the most through conducting Agri- business in an E-
commerce platform? *
Mark only one oval.
a) Farmers
b) Small scale retailers
c) Customers
d) Government
e) All of the above
10. Do you think Indian government should focus more on technology adoption with respect
to agricultural business? *
Mark only one oval.
1 2 3 4 5
Strongly disagree strongly agree
11. Will you buy agricultural products directly from farm without any middlemen through an
e-commerce website? *
Mark only one oval.
1 2 3 4 5
12. As a customer when you shop from a website dealing in Agri - products what would
matter the most to you? *
Mark only one oval.
a) Clear & Concise content
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b) Ease of understanding
c) Well Organized content
d) Additional tutorials on how to use a product
13. Do you agree that an Agri products website should only provide information that is
relevant and with a high level of detail and depth? *
Mark only one oval.
1 2 3 4 5
14. Do you think the content on the website dealing in Agri products needs to be updated at
regular intervals? *
Mark only one oval.
1 2 3 4 5
15. Do you feel the content on an Agri products website must be trustworthy and reliable? *
Mark only one oval.
1 2 3 4 5
16. The website dealing in Agri-products must provide information about its activities, and
the participating firms for both buyers and sellers knowledge? *
Mark only one oval.
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1 2 3 4 5
17. The website dealing in Agri-products should must look attractive, the diagrams, images,
use of color, and fonts must be suitable, and symbols be readily identified? *
Mark only one oval.
1 2 3 4 5
18. The layout of the website site dealing in Agri-products must be well organized, and have a
clear structure which should allow to find the right things at first sight? *
Mark only one oval.
1 2 3 4 5
19. The products and services should be delivered within the time promised once you place
your order from an Agri-product website? *
Mark only one oval.
1 2 3 4 5
20. The quality and quantity of the products that you would receive should match the
description that was made on the website? *
Mark only one oval.
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1 2 3 4 5
21. Do you feel secure while making payment on websites dealing in Agri-products regarding
your financial information? *
Mark only one oval.
1 2 3 4 5
22. Do you think your personal or financial information is not being shared with other
websites dealing in Agri-products? *
Mark only one oval.
1 2 3 4 5
23. Do you feel interacting with a Chabot while purchasing a product on an Agri based
website affects your buying experience? *
Mark only one oval.
1 2 3 4 5
24. Do you feel the reviews associated with the Agri- product affects the customer buying behavior? *
Mark only one oval.
1 2 3 4 5
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25. Do you feel In general, the websites dealing in Agri-product selling inspires confidence in you
while shopping? *
Mark only one oval.
1 2 3 4 5
ANALYSIS / OBSERVATIONAL RECORDINGS

 From the bar chart attached below we can infer that most of the responses recorded
show that most of the respondents are from the age-group of 18-25 years of age with a
tendency of shopping through Agri-products websites. On the other hand, we get to
see that the least number of users are from the age-group of 18 or above. So, more
awareness amongst this age group needs to arouse.
Count of Age
60
50
40
30
20
10
0
18 Above 18-25 years 25-45 years 45 above
 From the line plot chart attached below we can infer that most of the responses are
exceeding the neutral value i.e. 3 so, obviously the trustworthy and reliable content in
websites based on Agri-products has a positive significant effect on the buying
behaviour of the customers.
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Chart Title
12
10
8
6
4
2
0
0 2 4 6 8 10 12
 From the bar chart attached below we could infer that more than 65% respondents
were aware about the companies and business dealing in selling of agri-products
through online mode. Whereas, more than 25% respondents were not aware about
such websites.
Count of Are you aware of any e-commerce

companies dealing in agricultural products online?
70
60
50
40
30
20
10
0
Maybe No Yes
 From the bar chart attached below we could infer that the individuals purchasing the
Agri-products through e-commerce websites usually spend 2-5% of their total
income, which is substantially less. Effective measures and ideas need to be generated
for better reach amongst the general public with increased promotional activities and
strategies.
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Count of Proportion of Income Spend on Buying
agricultural products through an e-commerce website?
7% - 10% of Total Income
0 10 20 30 40 50 60 70 80
 From the line chart inserted below, we could clearly observe that most of the
responses are exceeding the neutral value i.e. 3 so, with a value of 4 so we can infer
that the reviews associated with the Agri- product does affect the customer buying
behaviour.
Chart Title
6
0
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 101
 From the line chart inserted below, we could clearly observe that most of the
responses are at the neutral value i.e. 3 and above so, we can infer that the factor of
websites dealing in Agri-product has not reached its optimum level of awareness and
few of the responses are above 3 so we can say that people will gain more confidence
29 | P a g e
in the due course of time and they are likely to get inspired by the e-commerce
emergence.
Chart Title
6
0
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 101
 BIOTECHNOLOGY IN AGRICULTURE - The consequences of the development

of DNA-based molecular techniques and their application to agriculture have been
widespread, both within and outside the agriculture sector. Scientists who pioneered
agricultural biotechnology most likely hoped for increased food production and
profits, but widespread public scepticism and even vociferous opposition were
probably not expected. This review summarises the commercial applications of
agricultural biotechnology, the state of research, and the economic and environmental
impacts of applications to date; identifies the main regulatory implications; examines
public reactions; and, in a final section, , examines the implications for agriculture and
food security in developing countries. The term "biotechnology" has been applied to a
wide range of biological processes that yield useful products, including some that are
centuries old, such as fermentation in beer, wine, and cheese. However, the term is
most commonly used today to refer to knowledge about the natural processes of DNA
replication, breakage, ligation, and repair that has allowed for a deeper understanding
of cell biology and the hereditary process.
The term "biotechnology" refers to DNA-based molecular techniques used to change
the genetic makeup of agriculturally useful plants and animals. Earlier methods of
modifying the genetic composition of plants and animals, which are still widely used
alone and in conjunction with DNA-based methods and are referred to as
“conventional” plant or animal breading by many agriculturalists, are referred to here
as “conventional” plant or animal breading. Organisms whose genetic composition
has been altered by moving DNA from one organism to another using DNA-based
techniques, rather than breeding, are referred to as transgenic, genetically engineered,
or rDNA in this review (recombinant DNA).
In addition to genetic engineering, biotechnology has resulted in a number of

powerful tools for changing the genetic composition of plants and animals,
including those listed below and explained in more accessible language
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elsewhere. The techniques can be applied to plants, animals, and microorganisms of
any kind, but this review will focus solely on microorganisms and only briefly
mention animals. The ideas associated with genetic engineering and food made from
transgenic crops are the major and most contentious social and environmental
consequences of agricultural biotechnology, whereas varieties produced without
genetic engineering are ignored. In any case, they are more difficult to identify, and
there is little information about them.
AGRI-CULTURAL BIOTECHNOLOGY APPLICATIONS APPLICATION
The following are the main tools for agricultural biotechnology-
1. Genetic engineering involves inserting DNA fragments into cell chromosomes and
then using tissue culture to regenerate the cells into a whole organism with a genetic
composition that differs from the original cells. It is also called rDNA; transgenic
organisms are manufactured.
2. Cell, anther, pollen or other tissue culture is manipulated by tissue culture. Thus, cells
live in laboratory or become whole, live and grow organisms for extended periods;
genetically engineered cells can be transformed into genetically modified organisms
by tissue culture.
3. Embryo rescue involves the placement of embryos with transferred genes into tissue
culture to complete their development into whole organisms. Embryo rescue is
frequently used to facilitate “wide crossing” by producing whole plants from embryos
produced by crossing two plants that would not normally produce offspring.
4. Somatic hybridization involves the removal of cell walls from different organisms and
the direct mixing of DNA from the treated cells, which are then regenerated into
whole organisms via tissue culture.
5. Marker-aided genetic analysis investigates DNA sequences in order to identify genes,

QTLs (quantitative trait loci), and other molecular markers and associate them with
organismal functions, i.e., gene identification.
6. Marker-aided selection is the process of identifying and tracing previously identified

DNA fragments through multiple generations.
7. Genomics is the study of whole genomes of species in conjunction with other

biological data about the species in order to determine which DNA confers which
traits in the organisms. Similarly, proteomics examines proteins in a tissue to identify
gene expression in that tissue in order to comprehend the specific function of proteins
encoded by specific genes. Both, along with metabolomics (metabolites) and
phonemics (phenotypes), are bioinformatics subcategories.
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 PROBLEMS FACED BY SMALL-SCALE FARMERS IN ADOPTING
BIOTECHNOLOGY FOR AGRI-BUSINESS-
Small-scale farmers in developing countries face numerous challenges and

constraints. Crop losses caused by insects, diseases, weeds, and droughts result in low
and fluctuating yields, as well as risks and fluctuations in income and food
availability. Low soil fertility and a lack of access to reasonably priced plant nutrients,
as well as acidic, salinated, and waterlogged soils and other abiotic factors, all
contribute to low yields, production risks, and degradation of natural resources as
poor farmers struggle to make ends meet. They are frequently compelled to clear
forest or farm ever more marginal land in order to cultivate crops.
 SCOPE OF GROWTH FOR BIOTECHNOLOGY IN AGRI-BUSINESS

SECTOR-
There are numerous potential benefits for developing-country poor people.

Biotechnology may aid in achieving the productivity gains required to feed the
world's growing population, introducing resistance to pests and diseases without the
need for costly purchased inputs, increasing crop tolerance to adverse weather and
soil conditions, improving the nutritional value of some foods, and enhancing product
durability during harvesting or shipping. New crop varieties and biocontrol agents
may reduce reliance on pesticides, lowering crop protection costs for farmers while
also benefiting the environment and public health. To the benefit of small farmers and
poor consumers, biotechnology research could aid in the development of drought-
tolerant maize and insect-resistant cassava. Genetic modification research to achieve
appropriate weed control can increase farm incomes and reduce the amount of time
women farmers spend weeding, giving them more time for child care, which is
essential for good nutrition. Biotechnology, such as vitamin A and iron-rich crops,
may provide cost-effective solutions to micronutrient malnutrition.
Agricultural biotechnology, by increasing food production productivity, could help

reduce the need to cultivate new lands while also conserving biodiversity and
protecting fragile ecosystems. If the right policies are put in place, productivity gains
could have the same poverty-reducing impact as the Green Revolution. Policies must
expand and guide research and technology development in order to solve problems
that are important to the poor. Crops important to small farmers and poor consumers
in developing countries, such as banana, cassava, yam, sweet potato, rice, maize,
wheat, and millet, as well as livestock, should be the focus of research.
 FUTURE OF BIO-FERTILIZERS IN AGRICULTURE - Only imports and

subsidies have ensured the availability and affordability of fossil fuel-based chemical
fertilisers at the farm level in India. Bio fertilizers have emerged as a highly effective
alternative to chemical fertilisers due to their eco-friendliness, ease of application,
non-toxicity, and low cost. They also make nutrients that are naturally abundant in
soil or the atmosphere available to plants and act as supplements to agrochemicals.
32 | P a g e
Furthermore, they are a product that is likely to be commercially viable in the long
run once adequate information is made available to producers and farmers through
experience and communication.
Bio fertilizers are biologically active products or microbial inoculants, which are
formulations containing one or more beneficial bacteria or fungal strains in easy-to-
use and cost-effective carrier materials that add, conserve, and mobilise crop nutrients
in the soil. In other words, a bio fertilizer is a substance containing living
microorganisms that, when applied to seed, plant surfaces, or soil, colonise the
rhizosphere or interior of the plant and promote growth by increasing the availability
of primary nutrients to the host plant. Organic fertilisers contain organic compounds
that, either directly or indirectly, improve soil fertility. Similarly, the terms bio
fertilizers and green manure, manure intercrop, and organic supplemented chemical
fertiliser should not be used interchangeably.
One of the new millennium's new challenges is to obtain more and more agricultural
food production from shrinking per capita arable land. Bio fertilizers have significant
long-term environmental implications, counteracting the negative effects of
chemicals. At the farm level, the benefits of increased technology use can be spread to
other farms and sectors through less water pollution than chemical fertilisers and, to a
lesser extent, the creation of organic manures. The benefits of new technology
resulting from the prevention of soil damage may not be apparent in a short period of
time, in contrast to chemical fertilisers, which produce immediate results. Liquid bio-
fertilizers are special liquid formulations that include not only the desired
microorganisms and their nutrients, but also cell protectants or chemicals that promote
the formation of resting spores or cysts for longer shelf life and tolerance to adverse
conditions.
Bio fertilizers, also known as microbial inoculants, are cultures of certain soil
organisms that have been artificially multiplied in order to improve soil fertility and
crop productivity. Although the benefits of legumes in improving soil fertility have
been known since antiquity, and their role in biological N-fixation was discovered
more than a century ago, commercial exploitation of such biological processes is of
particular interest and practise. For application to seed, latent cells of efficient strains
of nitrogen fixing, phosphate solubilizing, or cellulolytic microorganisms are used,
Soil or composting areas with the goal of increasing the number of such
microorganisms and accelerating those microbial processes that increase the
availability of easily assimilated nutrients by plants.
Due to the heavy use of chemical fertilisers and harmful pesticides on crops in
modern agriculture, the sustainability of the agriculture systems collapsed, the cost of
cultivation skyrocketed, farmer income stagnated, and food security and safety
became a daunting challenge. The indiscriminate and unbalanced use of chemical
fertilisers, particularly urea, as well as chemical pesticides and the scarcity of organic
manures has resulted in a significant reduction in soil health.
Here is a list of bio fertilizers that can be commonly used in agricultural field –
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1) N-fixing Bio fertilizers (NBF): Rhizobium (Family: Rhizobiaceae)
2) Azotobacter (Family: Azotobacteriaceae)
3) Azospirillium (Family: Spirillaceae)
4) Herbspirillum
5) Acetobacter
6) Azolla Family: Azollaceae
7) Blue Green Algae (BGA) / Cyanobacteria,
8) Chlorococcales, Mastigociadaceae, Nostocaceae, Oscikatoriaceae,
Oscillatoriaceae, Rivularia-cease, Scytonematoceae, Stigonemataceae
9) Phosphate Solubilizing Microorganisms and Mycorrhizae
10) K-Solubilizing Bacteria
 ENVIRONMENTAL CONSTRAINTS FOR BIO-FERTILIZER USE-
1. Inadequate availability of a suitable carrier a lack of resources

2. Market constraints and farmers' lack of awareness
3. Inadequate quality assurance and limited resource generation for the production of
bio fertilizers
4. Seasonal and ad hoc requirements
5. Soil and climatic factors, as well as a lack of experienced personnel. 6. Native
microbial population, faulty inoculation techniques, and mutation during
fermentation.
The Government of India and various state governments have been promoting the use
of bio fertilizers with varying degrees of emphasis through grants, extension, and
sales subsidies. Farmers will learn about technology over time, forming their
perceptions based on agronomic realities in their regions, knowledge gained from the
experiences of farmers around them, including themselves, and information provided
by various disseminating agents, and will make their own adoption decisions. The
Government of India has provided the National Bio fertilizers Development Centre in
Ghaziabad with six regional centres in Bangalore, Bhubaneswar, Jabalpur, and
Kolkata, Hisar, Imphal, and Nagpur are among the cities. In the absence of reported
data on farm-level input use, this can aid in understanding progress of technology and
its application in India
 IMPLEMENTATION OF ICTS IN AGRICULTURAL DEVELOPMENT

Agriculture in the twenty-first century will thus be a highly diverse industry driven by
the twin concerns of increasing rural incomes and ensuring the long-term
sustainability of its natural resource base. This will include a range of business
activities, including consumers, farms, governments, industry and society at large,
which affect a broader range of stakeholder than ever before. Long, discontinuous
supply chains, insufficient support for policy, limited storage, transport and marketing
infrastructure for farm products, limited value added opportunities, and inefficient
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information and knowledge flows have in the past restricted farm development in
India.
The agricultural development agenda would thus necessitate planned interventions at
all links in the agricultural supply chain—delivery of farm inputs, increased
productivities and input use efficiencies through efficient farm management,
reduction of post-harvest losses in handling and storage, provision of storage and
transportation infrastructure, and processing farm outputs into food. Every activity in
this chain involves the generation, processing, and transmission of data. To achieve
targeted outcomes and impact, farming will need to be intertwined with information
and communication technologies (ICTs) across the supply chain.
ICTs are a group of technologies that combine information technology devices such
as personal computers with communication technologies such as phones and
telecommunication networks. The range of technologies, as well as their convergence
with traditional media, is constantly expanding.
ICTs can become key enablers of the agri-food sector by facilitating dynamic and
real-time global level exchange of data, information, and knowledge across the
agricultural value chain. Their effective deployment can lead to increased agricultural
competitiveness by lowering production and transaction costs, increasing production
efficiencies and farm incomes, conserving natural resources, and providing
stakeholders with more information, choice, and value.
In many developed countries, ICTs have changed the face of agriculture. Most
agricultural activities in these countries are now based on the use of web-linked
interactive databases to obtain information on weather, natural resources, product
demand, credit, and government programmes, as well as technical knowledge. In fact,
in developed-country agriculture, information has become the fourth critical factor of
production (the first three being land, labour, and capital). This transformation
occurred in the context of high literacy rates, well-developed infrastructure for
telecommunications, roads, electricity, transportation, and markets, adequate scope
for value addition to processed foods, and easy access to ICTs in a policy
environment that was supportive. Many of these conditions are only partially
applicable in many developing countries, including India. However, in a globalising
world, failing to include ICTs in agricultural development planning can have serious
negative consequences for the rural economy. Recognizing that knowledge is an
increasingly important factor of production and that ICTs can accelerate agricultural
development by facilitating knowledge management are prerequisites for
understanding and implementing ICTs in developing country agriculture.
The overarching goal of this research is to investigate how ICTs can contribute to
agricultural development in India by increasing rural incomes while keeping
sustainability concerns in mind. The study, in particular, develops a conceptual
framework that can guide policy and implementation of ICTs in agricultural
development by examining the various issues from two perspectives:
(1) Increasing rural incomes by increasing agricultural productivity and efficiencies,

lowering input and transaction costs, and adding post-harvest value.
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(2) Ensuring agricultural development that is sustainable in order to protect the
natural resource base of agricultural production for future generations.
It will be seen that the income perspective focuses on farm level production and
marketing processes and that it can be addressed by both the public and private
sectors through various institutional processes. It necessitates public support for
certain critical information categories, rural infrastructure, and agricultural policy
initiatives in marketing and trade. The regional perspective on sustainable agricultural
development addresses information issues related to the flow of natural resources and
inputs at both the farm and regional agroecosystem levels. The primary role of the
public sector, non-governmental organisations, and research and development
organisations in this context is to provide for the characterization and monitoring of
natural resources, environmental conditions, and socioeconomic impacts. Thus, the
first perspective is relatively short-term and primarily economic in nature, whereas the
second takes a longer-term view of sustainable agricultural development by
integrating farm-level economic impacts with broader environmental and social
impacts of agricultural development.
Agricultural development that raises rural incomes and ensures the sustainability of
the natural resource base of production is critical to India's overall economic growth
and development. Such development must be viewed from two perspectives:
increasing rural incomes and ensuring the sustainability of agricultural production's
natural resource base for growing populations and incomes. For both perspectives,
knowledge management is critical. ICTs provide a plethora of possibilities for
institutionalising knowledge management in agricultural development. Their
implementation must be addressed separately in three institutional environments: a
closed vertical chain network model for private agribusinesses, an open chain network
model for public, non-governmental, and multilateral institutions, and a national
spatial data network infrastructure for access, sharing, and interoperability of
geographic data of natural resources and socioeconomic conditions. The closed chain
and open chain models are primarily used on farms to increase rural incomes, whereas
the spatial data infrastructure addresses long-term concerns about sustainable
development by connecting local, regional, national, and global spatial data networks.
To be effective, the three models (closed chain, open chain, and spatial data networks)
require unique business models and institutional environments, as well as appropriate
policy changes.
Connectivity, ICT infrastructure costs, content creation and delivery, upscaling,

policy support, and institutions are all critical issues for all three models. The first two
are likely to become less constraining in the future as telecommunications
infrastructure improves and connectivity and hardware costs fall. The design of
appropriate content and the development of institutional environments for the creation
and delivery of information and knowledge to end users in all three types of situations
are likely to be critical constraints at all levels. To overcome the constraints and
effectively integrate ICTs into the agricultural development process in India,
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significant policy and capacity building initiatives at various levels will be
required.
 EChoupal by ITC: E-Choupal is a Hindi word that means "Village gathering place."
E-Choupal is a virtual market place where farmers can transact directly with
processors and obtain a higher price for their produce. Physical transmission
capabilities of current intermediaries & aggregation, logistics, counter party risk, and
bridge financing are all used by e-Choupal. ITC Limited launched e-Choupal in India
in June 2000, and it has since grown to become the largest Internet-based intervention
in rural India. ITC is one of India's largest private companies, with a significant
presence in agribusiness, agro-trading, and distribution. The Company launched the
eChoupal initiative to bring ICTs to villages, integrate them into its own corporate
business strategy, and serve rural farmers. The model is based on a network of
eChoupal, or village-level information centres, each of which is equipped with a
computer and broadband internet access via VSAT and is run by a trained local
farmer. VSAT connectivity, despite being relatively expensive, effectively overcomes
last mile connectivity concerns and provides reliable broadband access to internet-
based services at the village level. A local commission agent is also included in the
model to provide logistical support in the grain procurement/marketing channel. ITC
owns and manages the eChoupals, bears all costs, and pays the intermediaries a
commission on transactions processed through the eChoupals. In the absence of
eChoupal, farmers sold grain at auction to traders or purchasing agents at
government-mandated marketplaces known as mandis. The ITC eChoupal model
avoids the mandi system by allowing farmers to sell directly to the Company at the
current market price. Before this could happen, ITC needed to use its considerable
resources to influence changes in state regulations on agricultural produce marketing
through enabling legislation.
The model also makes use of ICTs to aggregate demand for farm inputs, provide free
access to crop management knowledge and expert advice, weather forecasts, and
information on current prices in local and global markets. The Company thus
functions as a virtual producer’s cooperative, supplying high-quality farm inputs at a
low cost, as well as knowledge on how to use them effectively. It also enables the
Company to establish a direct marketing channel that is virtually linked to the mandi
system for the purpose of price fixing, but is separate from it for farmers marketing
their grain output.
The extensive backward linkages that ITC has established with farmers are its unique
strength in this business. Because of this collaboration with the farming community,
ITC has been able to develop a highly cost-effective procurement system. ITC has
made significant investments in web-enabled farming in India.
37 | P a g e
The ITC's empowerment plan for farmers, dubbed 'e-Choupal,' revolves around the
provision of Internet kiosks in villages. Farmers use this technology infrastructure to
gain online access to information from ITC's farmer-friendly website,
www.echoupal.com. Farmers can access data on the weather, crop conditions, best
farming practises, prevailing international prices, and so on
FRAMEWORK FOR INTEGRATING ICTS IN AGRICULTURAL DEVELOPMENT
38 | P a g e
 E – Garbage - The goal of this project is to configure, design, and implement a
mechanised trash checking framework using web of things and sensor technology. No
IOT-based waste control framework of this type. There is no. The usual framework
would collect scorpions from all recipients, regardless of whether or not they are full.
The proposed route framework reduces the distance by large and thus reduces work
for human beings and the cost of fuel. This system screens the trash basket and
informs about the amount of waste in the trash receptacle in terms of trash containers.
The frame uses an ultrasonic sensor set on the containers to determine the waste level
and contrast
A server is used to store information and displays the level of all dustbins on the page.
The data in an instant message pertains to the trash level and area of a specific
container. The light sensor detected the level of light power, and the gas sensor
detected the level of air contamination. The temperature sensor detects warmth esteem
from the air. The sensor data from the receptacles is sent to the cloud worker. The
39 | P a g e
information sent can be broken down and addressed in the most efficient way for a
productive waste collection framework. That street light activity signal was obtained
from the site page. This is a very good sign. The high sign indicates that the streetlight
is turned on, while the low sign indicates that the streetlamp is turned off. The trash
canister filling status alert unit is nearing completion.
 E-AGRICULTURE AND RURAL DEVELOPMENT - India is a developing

country among world nations, and only the urban and semi-urban populations have
access to web-based communications and their numerous benefits. E-agribusiness is a
growing field focused on the advancement of agriculture and its products, as well as
the advancement of the country, through improved data and correspondence forms.
E-farming incorporates the conceptualization, outline advancement, evaluation, and
application of inventive approaches to utilising data and correspondence innovations
in the rural space, with a primary focus on horticulture. The E-agribusiness Strategy
provides a framework for comprehensively addressing the ICT openings and
difficulties in the horticultural sector in a more proficient manner, while also creating
new income streams and improving the occupations of the country network and
ensuring the objectives of the national farming end-all strategy are met. The presence
of an e-horticulture strategy and its integration with other government designs will
keep e-farming tasks and administrations from being carried out in disengagement.
The Food and Agriculture Organization and the International Telecommunication

Union developed an e-horticulture strategy guide with assistance from partners such
as the Technical Centre for Agricultural and Rural Cooperation as a system for
nations in developing their national e-agribusiness strategy/overall policies.
 ROBOTICS IN AGRICULTURE SECTOR - Robot technology is becoming a

thoughtful, high-tech industry in the field of agriculture which represents novel
professionals, original firms and new investors. The technology is rapidly evolving,
not only advancing farmers' fabrication capabilities, but also robotics and
mechanisation expertise as we know it. In the farming industry, multipart ranch duties
are too dangerous, and they are performed by robots, which are difficult for humans to
accomplish.
The robotic farmers can grow vegetables, fruits, soya beans, wheat and rice, which are
then packed in boxes and shipped by this robotic technology throughout the country.
Farming robot farmers of a variety of ethnicity are increasing their production yields.
The technology is an organism used in original and pioneering applications, ranging
from drones to self-governing tractors to Robot. Agricultural robots mechanise
farmers with purposeful, chronic and boring tasks to focus on civilising total outputs.
Some of the most common robots in agriculture are used to harvest and collect, to
control weeds, to separate moulding, to cut, seed, spray and decrease, to arrange, pack
and to provide efficient platforms. Harvesting and collecting is one of agriculture's
most popular robotic applications because of the accuracy and speed with which
robots can increase output and decrease ravage from crops in the field.
40 | P a g e
For example, there are many obstacles in a robotic system designed to pick sweet
peppers. Visual systems must conclude the interleave spot and maturity in unkind
conditions, including clean light, varying light size, wind temperature swings and
wind movements. But more is still needed to pick a pepper than advanced vision
systems.
A robotic arm must navigate surroundings with the same number of obstacles to grip
and place an infuser carefully. This process differs greatly from selecting the metal
part and placing it on an assembly line. In a busy environment, the agricultural robotic
arm must be flexible and careful not to damage the peppers as they are selected.
Harvest and replacement robots with farmers are very trendy, but dozens of other
novel traditions are being used by the agriculture sector to develop their production
rates with pre-set computerization.
Agricultural robots automate slow, repetitive and dull tasks for farmers, allowing
them to focus more on improving overall production yields. Some of the most
common robots in agriculture are used for:
 Harvesting and picking

 Weed control
 Autonomous mowing, pruning, seeding, spraying and thinning
 Phenotyping
 Sorting and packing
 Utility platforms
CHAPTER 6 - INSTITUTIONAL SETUP (ROLE IN AGRICULTURAL
PRACTICES)
The agricultural sector's institutional structure is a complex socioeconomic system

that includes economic, organisational, legal, moral, and ethical components. The
41 | P a g e
evolution of society in the context of market transformation results in a shift in the
role and importance of individual institutions. The development of the agricultural
sector of economy and its efficient functioning are determined primarily by the
development of its institutions. The process of agricultural production between
economic entities establishes certain economic relations, which are, in essence, a
collection of different market economy elements. Nowadays, agriculture, like the
national economy in general, develops under the influence of objective market laws,
necessitating an examination of the various factors that influence their formation.
Efficient agricultural policies are critical for meeting the growing demand for safe and
nutritious food in a sustainable manner. While rising demand for food, feed, fuel, and
fibre presents significant opportunities for agriculture, government policies must
address challenges such as increasing productivity growth, improving environmental
performance and adaptation to climate change, and strengthening farm households'
resilience to market shocks caused by weather and other unforeseen circumstances.
The institutional environment required to ensure agrarian business growth is evolving
slowly, with significant deformations caused by certain negative phenomena. The
existing structure of the agricultural sector's institutional environment in these
countries attests to the need to revise strategic priorities for institutional
transformation in the agricultural sector. Specific features of institutional changes in
the agricultural sector in conditions of constant imbalances and tectonic changes lead
to the destruction of domestic and foreign markets for agricultural products and have
a huge impact on the development of the domestic economy.
The transition from an agrarian to a market economy occurred against the backdrop of
fundamental institutional changes, including the emergence of new forms of
ownership and patterns, complex interactions between old and new economic
institutions, the revival of economic traditions and the emergence of new
technologies, and changes in the state's traditionally role in current processes. As a
result, further gradual institutionalisation of the economy is required for the
transformation of the agricultural sector and its entry into the global economic space.
The agricultural sector's institutional structure is a complex socioeconomic
system that includes economic, organisational, legal, ethical, and other
components. There are numerous types of institutions. The essence of the agrarian
structure is determined conceptually by forms of ownership and legislative acts that
serve as the foundation for the entire system of production relations. The
organisational and legal structure of economic entities is important. As a result, the
agrarian structure changed in a similar way: the share of collective farms in gross
agricultural output decreased while the share of private farms and households
increased.
Furthermore, it is necessary to establish qualitatively new formal institutions:
1) New organisational forms of land management
42 | P a g e
2) Improve existing state bodies and organisations responsible for land cadastre
management, regulating purchase and sale prices, intervening in agricultural
products, and monitoring prices.
3) State control bodies for veterinary, ecological, and epidemiological
supervision, among other things
4) Financial institutions that would provide loans, insurance, and reimbursement
 NATIONAL AGRICULTURAL INSTITUTIONAL BODIES IN INDIA -
1) ICAR - The Indian Council of Agricultural Research (ICAR) is an autonomous

organisation within the Ministry of Agriculture and Farmers Welfare's Department of
Agricultural Research and Education (DARE). Formerly known as the Imperial
Council of Agricultural Research, it was founded on July 16, 1929, as a registered
society under the Societies Registration Act, 1860, in response to the Royal
Commission on Agriculture's report. The ICAR's headquarters are in New Delhi. This
is one of the world's largest national agricultural systems, with 101 ICAR institutes
and 63 agricultural universities spread across the country. Through its research and
technology development, the ICAR has played a pioneering role in ushering in the
Green Revolution and subsequent agricultural developments in India, allowing the
country to increase production of food grains by 5 times, horticultural crops by 9.5
times, fish by 12.5 times, milk 7.8 times, and eggs 39 times between 1951 and 2014,
making a visible impact on the nation.
ICAR has following institutions –
1) Four Deemed Universities

2) 64 ICAR Institutions
3) Six National Bureaux
4) 13 Project Directorates
5) 15 National Research Centres
6) 138 Substations of ICAR Institutes
7) 59 AICRPs (All India Coordinated Research Projects)
8) 10 Other Projects
9) 19 Network Projects
10) Eight Zonal Project Directorates
11) 665 Krishi Vigyan Kendras (KVKs) (660 as of 2017)
ICAR can exercise following functions and orders –
1. Plan, carry out, coordinate, and promote sustainable agriculture research and
technology development.
2. Aid, impart, and coordinate agricultural education in order to ensure high-quality
human resources and resource creation.
43 | P a g e
3. Frontline Extension for Agri-based Rural Development Technology Application,
Adoption, Knowledge Management, and Capacity Development
4. Policy, Cooperation, and Consultation in Agricultural Research, Education, and

Training Extension.
2) State Agricultural Universities - Agricultural Universities, or AUs, are mostly public

universities in India that teach, conduct research, and provide extension services in
agriculture and related fields. Agriculture education has grown into a large and distinct
domain in India, often distinct from other areas of higher education. Many of these
universities are members of the Indian Agricultural Universities Association, a registered
society. The Indian Council of Agricultural Research is the primary regulatory authority for
agricultural education in India, while the Veterinary Council of India and the Indian Council
of Forestry Research and Education are responsible for veterinary medicine and forestry,
respectively. A SAU is typically a university established by a state legislature act with the
specific mission of teaching, research, and extension in agriculture and related disciplines.
3) Central agricultural universities – The Central Agricultural University was

established by a Parliamentary Act in 1992, the Central Agricultural University Act (No.40 of
1992). The Act went into effect on January 26, 1993, with the Department of Agricultural
Research and Education (DARE) of the Government of India issuing the necessary
notification.
There are currently 3 central agriculture university in India, and they are –
 Central Agricultural University Imphal
 Rani Laxmibai Central Agricultural University Jhansi
 Dr. Rajendra Prasad Central Agriculture University, Samasthipur Bihar
4) Other universities involved in agricultural education - Central universities,

including Banaras Hindu University, Aligarh Muslim University, Visva-Bharati University,
Hemwati Nandan Bahuguna Garhwal University, Nagaland University and Sikkim University
have distinct faculties in agriculture.
Even though IIT Kharagpur is a national institute, it has a strong agricultural
engineering programme, while IIM Ahmedabad and IIM Lucknow have strong
agribusiness programmes.
5) Ministry of Agriculture & Farmers Welfare - The Ministry of Agriculture and

Farmers Welfare (formerly Ministry of Agriculture), a branch of the Government of India, is
the supreme body responsible for the formulation and administration of agricultural rules,
regulations, and laws in India. Agriculture, food processing, and cooperation are the
Ministry's three broad areas of responsibility. The agriculture ministry is led by the Hon'ble
Union Minister of Agriculture and Farmers Welfare, Shri Narendra Singh Tomar.
44 | P a g e
Structure & Departments the Ministry of Agriculture and farmers Welfare consists of the
following three Departments.
 Department of Agriculture, Co-operation and Farmers Welfare.
 Department of Agriculture Research and Education.
 Department of Animal Husbandry, Dairying and Fisheries.
ORGANIZATION AND INSTITUTIONAL STRUCTURE OF

AGRICULTURAL CREDIT (INDIA)
CHAPTER 7 - OORJAbazaar (OORJAgram INDIA)
45 | P a g e
Indian agriculture is a $350 million industry powered by nearly 100 million
farmers and independent workers. In recent years, the industry has undergone a
huge digital transformation, leading e-commerce. According to published reports,
the overall e-commerce sector in India is expected to reach around $120 billion of
revenues by the end of 2020, but the share of agriculture in the overall e-commerce
pie is not definitely estimated. The slew of investments made in the agri-e-commerce
industry have been the only evidence of growth. The unprecedented emergence of
COVID-19, on the other hand, has had a riveting impact on the agricultural sector as a
whole. Farmers in many areas are experiencing a labour shortage, as well as a lack of
agri-input, machinery, and other necessary items, causing crop sowing and harvesting
to be delayed. As a result of this impact, the agri-e-commerce sector is also witnessing
and bearing the halo effect.
Agriculture is the backbone of economic activity in India in many ways. It still

employs nearly half of the workforce, and growth in agriculture catalyses growth in
manufacturing and services as well. Given the discussions on Agricultural Mandis and
Essential Commodities that have been going on for decades, it was only a matter of
time before some major changes occurred. As a result, it is quite unsurprising that
some significant amendments to the Essential Commodities Act of 1955, the
Agriculture Produce Marketing Committee (APMC) jurisdiction, and interstate
trading laws were recently announced. These reforms have paved the way for further
streamlining of the country's otherwise unorganised farming sector, in addition to
ensuring better prices for farmers and improving their livelihoods.
Such a scenario may prove to be an advantageous time for technological

adoption. When combined with digitization led by e-commerce, the government-
led reforms could benefit the sector as a whole. In fact, it could go a long way
toward making Indian agriculture a globally competitive sector. E-commerce has
the potential to solve problems such as supply chain fragmentation, large
volumes of produce traded, and product quality and costs. By establishing an
entire supply chain channel, e-commerce can help fill in the bottlenecks along the
way. This allows them to easily procure from farmers, resulting in the
agriculture market gaining tremendous speed. Farmers in India are frequently
exploited by middlemen, resulting in excess inventory and the loss of their
rightful earnings’ e-commerce companies’ transparency and efficiency will help
eliminate at least some of the unnecessary middlemen, resulting in inventory
reduction, making it easier for farmers to sell their produce to consumers at
46 | P a g e
competitive prices. Aside from making processes easier, it can also ensure
effective checks to ensure that quality is not jeopardised in any way.
Even today, many farmers face challenges in selling their produce to a larger
customer base. With their ability to bring niche agricultural products to national
markets, e-commerce can help to solve this problem. Agritech start-ups are working
hard to bridge the gap; adding e-commerce to the mix can help them move even faster
toward increasing farmer income. This will occur when product grading is enabled,
product tracing is simplified, and labelling becomes a reality. As a result of digital
inclusion, most farmers would have access to a new supply chain that reduces
leakages and losses during transportation and enables a far more efficient supply
chain linking the procedure to the plate.
 DESIGN OF AN AGRICULTURE E-COMMERCE WEBSITE - For better reach

and appeal to target customers, an Agri-business website should have the following
interface:
1. An “About us” page will be provided to give the user some useful information
about the website.
2. An "Events" page will list current events from trading partners.
3. A “Catalogue” page that contains information about the products that are
currently in stock.
4. The “Mobile Agent System” page, which enables host-to-host connections.
5. For interested buyers, there is a "Payment" page and a feedback page where
users can buy goods and leave personal feedback.
DIAGRAMMATIC PRESENTAION - DESIGN OF AGRIC E-

COMMERCE WEBSITE
47 | P a g e
According to a 2015 McKinsey report, the global food and agribusiness industry is
worth $5 trillion. With a current population of 7.8 billion and a projected population
of 10 billion by the United Nations in 2057, the market size of this industry will only
grow significantly as global demand for food rises. As a result of this massive
opportunity, tremendous global investment interest has been generated throughout its
value chain. Technology and digitalization have been viewed as pragmatic solutions
to some of the most pressing challenges confronting the global food system. The
demand for food is rising.
Customers want food traceability, greater price transparency, and access to
information that is available 24 hours a day, seven days a week. In an attempt to meet
these market demands, new digital platforms have emerged.
When examined the existing agribusiness marketplaces and e-commerce platforms,
we discovered two major organisational profiles. The first are start-ups, primarily
from emerging markets, that are looking to disrupt the industry through digital
transformation. They intend to use block chain technology to improve and streamline
procurement processes, increase price transparency, and enable provenance. The
second type of company is a large multinational or a leading regional foodservice
company.
These agribusiness start-ups have committed to providing various products and

services along the agriculture or foodservice value chain:
 Farmers-to-farmers or farmers-to-restaurants/retailers networks
 Trading platforms to facilitate the sale, leasing, and/or rental of agricultural

machinery and equipment.
 B2C food and equipment retail and distribution.
 B2B purchasing of wholesale food, grocery, and/or equipment marketplaces.
 Platform for direct sales of agricultural inputs, machinery, and replacement

parts.
 Agriculture insurance and/or financing for procurement.
 Crowdfunding for farmers

Multinational or regional agriculture and/or food service players are also investing
in e-commerce and marketplace platforms to supplement their existing operations
and expand their B2B customer offering, though the number is much lower than
that of agribusiness marketplace start-ups.
Without a doubt, marketplaces will continue to grow in dominance as a
business model at various stages of the agriculture industry's value chain.
48 | P a g e
Here are some ways for increasing focus in areas of investments and
deployments in agri-business through:
1. B2B user expectations are similar to those of B2C users.
2. Expanding the use of block chain in agriculture
3. Increased availability of complementary ecosystem products and services in
agribusiness marketplaces
4. Continued investment in online marketplaces with potential for future
consolidation.
Here are some Agritech start-ups attempting to address some of the major
issues confronting the agriculture sector –
While the emergence of Covid-19 disrupted several industries early last year, the
agritech sector has proven to be surprisingly resilient. “Strong tailwinds created by
restricted movement, labour migration, and increased consumer health awareness
have aided in the rapid adoption of technology throughout the farming
ecosystem.”
1) GramCover - The Noida-based start-up is establishing a retail market for
insurance products in rural India. GramCover's founder, Jatin Singh, claims he
fell into entrepreneurship by chance. First, he founded Skymet, a company that
provides agriweather risk management and data.
2) Freshokartz - This Jaipur-based start-up uses technology to connect farmers.

Freshokartz was founded in 2016 after founder Rajendra Lora noticed a
significant difference in the prices of vegetables sold in cities versus those sold
in villages.
3) Hydrogreens - The agricultural solutions provider is working to address the

country's fodder shortage. Due to the large gap between demand and supply,
feed and fodder shortages continue to be a major source of concern in India.
49 | P a g e
4) BluWrap - A patented oxygen management technique that increases the shelf
life of fresh protein.
5) Bovcontrol - Using cloud technology, this livestock manager is assisting cattle

farmers in better tracking their herds. Bovcontrol keeps track of inventory,
vaccinations, nutrition requirements, and other details.
6) Farmer's Edge - A hardware and software product that uses satellite imagery
and precision technology to assist farmers in identifying, mapping, and
managing farmland variability.
7) Full Harvest: In the United States, 20 billion pounds of "ugly" produce go to

waste each year. Full Harvest is attempting to reduce waste by establishing a
B2B marketplace where growers can connect with food companies in order to
offload surplus or imperfect produce.
8) Mavrx - The software developed by this start up allows farmers to instantly

visualise their entire fields, highlighting areas where resources should be
directed and benchmarking crop performance.
9) Strider – A ranch management start up based in Brazil that sells a pest

monitoring application that allows farmers to monitor and treat infestations.
10) Trace Genomics - Trace Genomics can identify microbes and other biological
data in soil using machine learning and genomics testing, allowing farmers to
maximise yields.
11) Taobao (Alibaba) - Taobao Villages, Alibaba's e-commerce platform

initiative, has proven enormously successful for Chinese farmers and artisans.
 PRADHAN MANTRI KISAN SAMPADA YOJANA (PMKSSY) - The Pradhan

Mantri Kisan Sampada Yojana (PMKSY) of the Ministry of Food Processing
Industries has approved 32 projects (MoFPI).
a. The projects are spread across nearly 17 states, with a total investment of 406
crores.
b. These projects aim to create direct and indirect jobs, particularly in rural areas.
In 2016, the MoFPI proposed an umbrella Scheme for Agro-Marine Processing and
Development of Agro-Processing Clusters, or SAMPADA, with a budget of 6,000
crores for the period 2016-20. SAMPADA was renamed the Pradhan Mantri Kisan
Sampada Yojana in 2017. (PMKSY). It is a scheme of the Central Sector. The
government is implementing the Central Sector Scheme – PRADHAN MANTRI
KISAN SAMPADA YOJANA (PMKSY) – with a budget of Rs. 6,000 crores for the
fiscal year 2016-20, which corresponds to the 14th Finance Commission Cycle. By
50 | P a g e
2019-20, the scheme is expected to benefit 20 lakh farmers and create 5, 30,500 direct
and indirect jobs. Ms. SadhviNiranjanJyoti, Minister of Food Processing Industries,
provided this information in a written response to a question in Lok Sabha today.
Goals of this scheme:
• To supplement agriculture.
• To develop processing and storage capabilities.
• To modernise and expand existing food processing units in order to increase
processing levels.
• To add value, which leads to less waste.
PMKSY has seven component schemes:
1) Mega Food Parks.
2) Infrastructure for Integrated Cold Chain and Value Addition
3) Cluster Infrastructure for Agro-Processing.
4) Making Backward and Forward Connections
5) Capacities for food processing and preservation are being created/expanded.
6) Infrastructure for Food Safety and Quality Assurance
7) Institutions and human resources
Capital subsidies in the form of grants-in-aid ranging from 35% to 75% of the eligible
project cost, subject to a maximum specified limit, are provided to investors under the
various schemes for undertaking infrastructure, logistic projects, and the
establishment of food processing units in the country under PMKSY.
51 | P a g e
REFERENCES
1. Agribusiness Management Education: A Review on Employment Opportunities
(ijsrp.org)
2. (PDF) Agribusiness: The Way of Attracting and Retaining Rural Youth in
Farming (researchgate.net)
3. Microsoft Word - IFAMA-Vasant-Gandhi-Agribusiness-Paper2.doc
4. https://www.researchgate.net/publication/343471589_Overview_of_Agribusiness
Industry_in_India_Opportunities_and_Challenges
5. (PDF) E-CHOUPAL: IMPORTANCE FOR RURAL INDIA | IAEME
Publication - Academia.edu
6. https://www.sciencetarget.com/Journal/index.php/IJAFR/article/viewFile/132/13
7. http://eprints.tiu.edu.iq/512/1/690-Article%20Text-1202-1-10-20210323.pdf
8. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1081962
9. http://www.bionica.info/Biblioteca/PinstrupAndersenxxxModernBiotechnology.p
df
10. https://www.sciencedirect.com/science/article/abs/pii/S0040162506000394
11. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3551994
12. https://www.researchgate.net/publication/340819621_The_role_of_institutions_i
n_the_development_of_agriculture
13. https://www.researchgate.net/publication/340819621_The_role_of_institutions_i
n_the_development_of_agriculture
14. file:///C:/Users/Downloads/1610435387_10.pdf
52 | P a g e

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OORJAgram INDIA

LONG TERM PROJECT REPORT

Submitted to – Team Oorjagram Submitted By – Akanksha Nagar

CHAPTER 4 - AGRI-BUSINESS MANAGEMENT

CHALLENGES FACED IN AGRI-BUSINESS SECTOR

1. Improper marketing facilities

STRATEGIES FOR EFFICACIOUS AGRI-BUSINESS DEVELOPMENT

DIAGRAMMATIC PRESENTATION 1 - AGRIBUSINESS SYSTEM OUTLINE

DIAGRAMMATIC PRESENTATION 2 – AGRICULTURE TO AGRIBUSINESS

1) Emergence of e-commerce in agriculture & agribusiness - Businesses all over the

 MODELS FOR E-BUSINESS - The three most widely discussed e-Business

 KEY OPERATING MODELS - To maximise the benefits of their e-Commerce

3) Private label reflects a company in which an e-commerce company

4) White label involves the establishment by an e-commerce player or third

1) In agriculture, especially gardening and processed products, there is a

 BENEFITS OF E-AGRIBUSINESS – Here are some the areas of advantages for

1) Global Market - E-Agribusiness offers a virtual global distribution market.

2) Cost of Inventory - Many times, e-Agribusiness can help to reduce inventory

4) Time Period of Distribution - In e-Agribusiness, customers place orders

1) Computer analphabetic and e-commerce awareness.

 ADVANCEMENT IN E-AGRIBUSINESS SECTOR - In the agribusiness industry

It certainly looks as though e-commerce is beginning to be seen as imperative in

6) To stay in business, e-commerce will need to constantly adapt and innovate.

RESEARCH CONDUCTED - WILL THE RISE OF E-COMMERCE IN

OBJECTIVE OF RESEARCH - In the case of both goods and services, e-commerce

 Some major advantages of Implementing Agri-business through an e-commerce

1) Agricultural e-commerce is a method of reducing administrative cost and cycle time,

The development of the Agri e-commerce ecosystem requires the establishment of a

(Source- E-commerce in agri-food sector: a systematic literature review (Revise Article)

By Yiwu Zenga, Fu Jiab, Li Wanc, and Hongdong Guo)

(b) AGRICULTURAL SUPPLY CHAIN ON THE E-HUBS

(Source - El 138 e-Science and Chinese Technology Journal)

FORMULATION OF THE PROBLEM

(c) E- AGRIBUSINESS VALUE CHAIN SYSTEM

RATIONALE OF THE STUDY

This could be identified as an area with enormous agricultural marketing potential,

TOOLS & TECHNIQUES USED FOR DATA ANALYSIS

 Descriptive statistics which comprises of-

 Hypothesis testing applying –

 Charts and graphs

E-SERVEQUAL MODEL - The E-Servequal model ultimately refers to the Dimension of

DETAILED PRESENTATION OF E-SERVEQUAL MODEL

Electronic emergence in Agri market

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5. Area where you stay in India? *

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7. Proportion of Income Spend on buying agricultural products through an e-commerce

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8. Intervals at which you visit a website dealing in Agri-business? *

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Strongly disagree strongly agree

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a) Clear & Concise content