Information Communication Technology Promoting Retail Marketing in Agriculture Sector in India as a Study

Now this era of Agriculture is treated as ICT mediated Market Led Agriculture Extension era. So in this Information revolution age we can’t able to survive without Information. As per R.T.I. act 2005 every person deserves his/her right for Information. So by giving respect to Information we should create a Revolution on Information by the enchanting mantra “Soochana se Samadhan”. India is second largest producer of commodities such as fruits and vegetables. One of the key issues, which require research, is the method by which we can reduce the post harvest loss, which is quite substantial at present. This would need design of cost effective, efficient, environment friendly storage system. Also, there is need for value addition to agricultural produce to maximize the agriculture return. This paper attempts to highlight the importance of ICT in improving marketing activities of retail business in agricultural areas in Indian economy. This paper also discusses vast potential of implementing the same in Indian agricultural business activities with some success stories, models for justification of the importance of ICT in Agriculture Retail Marketing.