A deep dive into the training needs assessment of Haryana's farmers about digital marketing of agricultural commodities

India's exponential growth in internet users, reaching 692 million as of January 2023, has transformed various sectors, including agriculture. With 467 million social media users, constituting 32.8 percent of the population, the digital landscape offers vast potential for agricultural marketing. The digital marketing sector's robust growth–reaching 199 billion rupees in 2020 and projected to hit 539 billion rupees by 2024–underscores its significance. Amid this digital revolution, the agricultural marketing domain faces challenges such as digital illiteracy, poor infrastructure, and farmer reluctance. This research delves into the specific context of Haryana, aiming to assess the training needs of farmers regarding the digital marketing of agricultural commodities to bridge the existing digital literacy gap. The study focused on Kaithal and Kurukshetra districts, randomly selected Dhand and Pundri blocks from Kaithal and the Thanesar and Pipli blocks from Kurukshetra. A total of eight villages were chosen, and 80 farmers were interviewed using a structured interview schedule. The collected data were statistically analysed, and inferences were drawn. The research findings unveiled a spectrum of diverse training needs among farmers in Haryana for digital marketing of agricultural commodities. Notably, WhatsApp emerged as a pivotal tool, with 41.44 percent of respondents expressing the highest demand for training in various aspects such as group management, message broadcasting, and utilizing WhatsApp Web. Facebook also played a central role, with 50 percent of respondents indicating a critical need for training in creating and managing pages, engaging in online marketing within groups, and crafting reels for product promotion. Video marketing was deemed essential, with 70 percent of respondents highlighting the significant need for training in creating YouTube channels and uploading videos. Mobile marketing presented substantial training needs, particularly in In-App Marketing (31.25%), Mobile Push Marketing (20%), and SMS Marketing (45%). Web portal and website marketing, though less prevalent, showed varied priorities, with e-NAM (52.5%) and AGMARKNET (47.5%) recognized as crucial platforms. Email marketing also demanded attention, especially in using email marketing (33.75%) and creating advertising material (36.25%). Content marketing, while not highly prioritized, was valued for creating diverse content types, with 62.5 percent emphasizing the significant need for training in developing various types of content for digital marketing. These nuanced findings provide critical insights for tailored interventions, empowering farmers in Haryana for effective digital marketing, enhancing market access, and ensuring sustainability in the agricultural sector.