This paper has looked into the role of information technology in agriculture in India. The internet technology has provided the possibility of cost reduction and demand enhancement along the food supply chain through etrading. The e-trading markets being more transparent and more competitive than physical markets, are likely to attract more consumers and thus increase demand. The information and communication technology can transform Indian agriculture by providing farmers all the information they need to enhance farm productivity, realization of higher prices and reduction in transaction costs. The ICT has been playing a key role in many strategic initiatives where attempts have been made to capitalize the benefits of e-business to strengthen consumer and supplier relationships and hence to establish new markets. Agribusiness organizations have capitalized on the many advantages of e-business to improve the marketing of their products. The high reliance on accurate and timely information and large physical distances between producers and consumers in this country have made ICT an important segment of agricultural transformation in India.
Agriculture, ICT, e-marketing
