Constraints and satisfaction of farmers for e-retailing of agri-inputs in Gujarat

India is an agriculture dominant country. The majority of the Indian population depends on agriculture and allied occupation. A huge market of Agri-inputs exists in India. Earlier, farmers used to purchase Agri-inputs from an agro retail shop or cooperative societies. In the era of digitization, some Agri-input companies have started electronic retailing of Agri-inputs, wherein farmer can order from the website or by phone call and Agri-inputs are delivered to their doorstep. This present Empirical Research Paper, utilizing the published theoretical literature and Communication Approach of the Descriptive Cross-sectional research design, highlights the satisfaction level and constraints faced by farmers while purchasing Agriinputs through e-Retailing. The research was conducted in three randomly selected districts of Gujarat. 300 respondents - farmers - were selected purposively by adopting multistage sampling technique. Required data were collected by using precoded interview schedule and analyzed considering the objectives of the study. The result of the study indicates that nearly half of the farmers are found to be moderately satisfied with e-Retailing of Agri-inputs. Farmers look for wide varieties, different sizes & after-sale services for Agri inputs from e-Retailers. Lack of after-sales service, visual differences between the picture and received goods, complex process of order/payment, delivery conditions changed after transaction, difficulties in changing/returning defective product and difficulties in reaching out to seller are found to be the major constraints faced by farmers for e-Retailing of Agri-inputs. If appropriate remedial measures are taken by the Agri-input companies, this trend of e-Retailing of Agri-inputs will certainly pick up momentum in times to come in the vibrant state of Gujarat.