“Agricultural Marketing – A Study On E-Marketing Challenges Faced By The Pomegranate Growers In Tumkur District”

Abstract

According to the World Bank, agriculture serves as the mainstay of India's economy, constituting the primary source of income for 69 percent of its population. The present state of affairs within the nation is marked by a predicament faced by agricultural workers, leading to a significant upsurge in suicides throughout the country in recent times. To address the prevailing circumstances, it is imperative to instigate a transformative revolution in the field of agriculture. The marketing of agricultural products poses a substantial challenge for farmers, with the choice of marketing channels playing a pivotal role in determining the profitability of their endeavors. The objective of this study is to assess the extent of knowledge among pomegranate cultivators concerning marketing channels in the Tumkur district of Karnataka, and to provide suggestions based on the findings. Pomegranate cultivation is being conducted on a commercial scale in the Tumkur district. In the district, the cultivated land area dedicated to pomegranate cultivation measures 3328.10 hectares. The total production of pomegranates in this area amounts to 35.40 thousand tonnes, resulting in a productivity rate of 10.64 tonnes per hectare. The study area's pomegranate growers encountered significant marketing constraints, including price fluctuations in the market for their produce, a dearth of processing facilities, exorbitant transportation costs, inadequate compensation for pomegranate growers, and a scarcity of storage facilities. The farmers are not utilizing the e- market platforms. The least perceived limitations encompassed concerns regarding payment insecurity, the unavailability of skilled labor, and risk management. To optimize the value of the agricultural harvest, it is advisable to employ distinct marketing channels for various agricultural products. Gaining insight into farmers' comprehension of the various marketing channels at their disposal is of utmost importance. To gather data, a sample of 80 farmers from ten Taluks in Tumkur District was selected as respondents, and interview schedules were employed as the data collection method. The statistical validation of the statements was conducted using the SPSS software. Upon the completion of the study, the researchers propose suggestions and recommendations to the farmers regarding the optimal choice of marketing channels for their pomegranate produce