कृषि उत्पादों की बिक्री के लिए डिजिटल बनाम पारंपरिक मंडी

The e-National Agriculture Market (e-NAM) stands as a comprehensive electronic trading platform spanning India, uniting Agricultural Produce Market Committees (APMC) Mandis to create a cohesive national market for agricultural goods.

Initiated by the Prime Minister of India in April 2016, the e-NAM project operates through an online portal seamlessly linked to state Mandis, with participating states offering the requisite software (including a Website and Mobile Application) for e-NAM at no cost.

In contrast, traditional marketing has long been a cornerstone of businesses' promotional strategies, leveraging offline channels to connect and engage with target audiences.

e-NAM has achieved remarkable milestones:

• Over 1.75 crore farmers and 2.43 lakh traders registered on the platform by March 31, 2023.
• Additionally, 2,575 Farmer Producer Organizations (FPOs) joined the e-NAM platform.
• Notably, trading activities worth ₹2.50 lakh crore were conducted on the e-NAM platform.
• As of March 16, 2023, the platform successfully integrated 1,361 mandis from 23 States and 4 Union Territories.
• The Electronic National Agriculture Market (e-NAM) initiative received the Platinum Award in the Digital Empowerment of Citizens category at the Digital India Award 2022.

e-NAM offers multifaceted advantages, benefiting farmers, Mandis, and other stakeholders:

• Enhanced opportunities for selling products, fostering fair market competition.
• Access for farmers to the national market, with prices determined by product quality.
• Improved returns for farmers and better oversight of dealers and commission agents.
• A transparent approach that eliminates the possibility of tendering/auctioning process manipulation.
• Reduced manpower requirements due to the online tendering/auctioning process.
• Direct trading opportunities for bulk purchasers, processors, exporters, etc., at the local mandi level, reducing intermediation costs.
• Decreased transaction expenses for buyers and access to higher-quality products at affordable prices for consumers.

However, e-NAM faces several challenges:

• Governments struggle to convince all stakeholders, including farmers and traders, to transition to an online platform.
• Limited evidence of benefits to farmers in terms of reduced fees or increased profits.
• State agricultural ministries' challenges in persuading all players to migrate online.
• Incomplete functionality due to the absence of scientific sorting/grading facilities and quality testing devices.
• Technical knowledge and internet access limitations hindering the establishment of grading/assaying facilities.

Moving forward,

Measures like ensuring farmer adoption, enabling startups to test product quality, constructing low-cost assaying facilities, and integrating cutting-edge technology are imperative for e-NAM's success. Additionally, ensuring adequate storage facilities and encouraging private sector involvement are crucial steps for market integration.

Traditional marketing offers several benefits, including physical presence, wide reach, and established trust. However, it also has limitations such as targeting constraints, high costs, and limited analytics, which underscore the importance of embracing digital marketing strategies for a comprehensive approach.

Conclusion,

e-NAM offers numerous benefits, including enhanced market access for farmers, transparent trading processes, and reduced transaction costs for buyers, which collectively foster a more efficient and competitive market environment. However, the initiative faces challenges, particularly in convincing stakeholders to adopt the online platform, providing scientific sorting and grading facilities, and overcoming technical and internet access limitations.

To address these challenges, strategic measures such as promoting farmer adoption, supporting startups in quality testing, developing cost-effective assaying facilities, and leveraging advanced technology are essential. Furthermore, ensuring adequate storage and encouraging private sector participation are vital for seamless market integration.

While traditional marketing retains its strengths in physical presence, broad reach, and established trust, its limitations highlight the necessity of embracing digital strategies. e-NAM exemplifies this shift towards digitalization, presenting a comprehensive approach to modernizing agricultural marketing in India and ultimately enhancing the livelihoods of farmers.

Refrence:

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9. Kumar, R, S Kumar, P C Meena, B G Kumar and N Sivaramane (2020). Strengthening E-NAM in India: way forward. ICAR-National Academy of Agricultural Research Management, Hyderabad, India. pp 1-119. https://naarm.org.in/wpcontent/uploads/2021/07/2020_eNAM_Report.pdf
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Authors:

Dr. A. Aruna Kumari ¹and  Dr.P.Praveen Kumar ²

(1. Assistant Professor, VFSTRU, AHS department and

2. Assistant Professor, VFSTRU, AHS department)

 Email: This email address is being protected from spambots. You need JavaScript enabled to view it..