| Abstract: |
Agricultural marketing in India is undergoing a transformative phase, driven by digital platforms, institutional reforms, and evolving market structures. Khurda district in Odisha, situated in the agriculturally significant coastal belt, presents a compelling case to examine how emerging trends affect smallholder farmers. This study empirically analyses prevailing trends in agricultural marketing in Khurda district, encompassing shifts in marketing channel preferences, adoption of electronic trading platforms, MSP-based price realisation, and the role of government procurement mechanisms. Secondary data were sourced from the Odisha State Civil Supplies Corporation, the Odisha State Agricultural Marketing Board, and the Directorate of Economics and Statistics, covering the period 2019-20 to 2023-24. Descriptive statistics and trend analysis were employed. Findings reveal a gradual but spatially uneven transition from intermediary-dominated traditional channels toward government-facilitated procurement and digital platforms. However, awareness gaps, poor digital infrastructure, and limited Farmer Producer Organisation engagement constrain this transition. The study underscores the urgent need for enhanced farmer education, digital connectivity, and transparent market infrastructure to optimise agricultural marketing outcomes in Khurda district. |
