SRINAGAR: The Institute of Business, Policy and Research (IBPR), in collaboration with Krishi Vigyan Kendra (KVK) Kupwara, SKUAST-K, organized the 3rd Stakeholder Interaction-cum-Focus Group Discussion (FGD) under the MeitY, Government of India–sponsored project titled “e-Marketing Eco-System in J&K” on November 18-19, 2025.
Dr. Kaisar Malik, Head, KVK Kupwara sensitized the participants about the technology-led transformation of agricultural economy in the territory. He highlighted the pressing challenges faced by the agricultural sector in the region, particularly the fruit industry in the district. He raised concerns over persistent marketing issues and emphasized the need to strengthen farmer–market linkages through electronic solutions. He emphasized upon the growing relevance of digital provisions in connecting farmers, traders, FPOs, and other market actors across the country to ensure better returns.
Prof. S. H. Baba, Prof. IBPR, SKUAST-K discussed the gaps in existing marketing channels and emphasized the importance of integrating the horticultural value chain. He explained how SKUAST-K, in partnership with CDAC Kolkata, aims to develop an Electronic Market Ecosystem to facilitate seamless trade of major crops including apple, walnut, and saffron. He informed participants about the recent initiatives taken by SKUAST-K in official specification of grades, quality certification, branding, etc. He elaborated on various components of the project, such as the Real-time Decision Support System, designed to overcome marketing barriers, expand market access, and foster transparency. Prof. Baba also outlined the planned strategy for on-ground deployment of AI-based marketing tools and stressed the critical role of farmers, traders, FPOs, and other stakeholders.
During the interactive session, moderated by Mr. Jasir Arafat and Dr. Ishrat F Bhat, Stakeholders reiterated the importance of the MeitY-supported e-Marketing initiative in establishing a strong digital marketing ecosystem in the region, one capable of empowering farmers and modernizing the agricultural economy. Participants also discussed major challenges they face in post-harvest management and produce marketing, sharing their varied experiences with existing digital platforms such as e-NAM.