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The existing agricultural market system borne operational inefficiency and is challenged with several problems which marginal and small farmers face. Due to a lack of infrastructure, storage capacity, connectivity, and alternatives to sell produce at a fair price, the government of India tried to connect farmers across the country through an electronic platform i.e. E-NAM in 2016. Prior to the government intervention in the electronic-platform domain, several Private initiatives have been taken through a business model such as ITCe-choupal, Ninjacart, and a few others. The electronic trading platform is an attempt to transform the market system. Rural producers need to connect with consumers and traders. The paper is based on two research questions: a) what is the state of e-marketing in India and Odisha and grey area if any?; b) What are the challenges and prospects of e-marketing in agriculture faced by marginal and small farmers? The paper has adopted a descriptive approach by reviewing the existing literatures, secondary reports, policy documents, and case studies. It was found that strengthening the institutional governance, bring innovation, and adopting risk among the farmers are the key important bases for the success of the institutions. It was also observed that lack of participation and awareness among the farmers, and lack of extension remains a bottleneck for the success of marketing institutions. The existence of E-NAM is at a nascent stage and it needs strong stakeholder support to function effectively.
Jena et al. (Tue,) studied this question.