Identification of Marketing Channels, Efficiency Measurement and Adoption of e-NAM in the Potato Market of North Bengal

Digitisation has significantly transformed the global economy. It has also sought to reform the Indian agricultural sector, which continually faces challenges in agricultural marketing. One key approach to addressing these challenges is the adoption of the electronic National Agriculture Market (e-NAM). This study aims to analyse the factors influencing the adoption of e-NAM using a logistic regression model. We collected primary data from 482 respondents across 6 districts in West Bengal using simple random sampling and structured questionnaires. Secondary data were also gathered from relevant research papers and government reports. The findings indicate that factors such as age, distance from the mandi and credit acquisition negatively impact the adoption of e-NAM, whereas farming experience, farmers’ education, land ownership and extension services, among others, have a positive influence. The study recommends enhancing digital literacy and awareness campaigns, as well as establishing more e-NAM facility centres, to encourage wider adoption of e-NAM among farmers.