Green Marketing Practices in India: Strategies, Policies and Sustainable Business Approaches (ISBN : 978-93-49468-54-2)

AI-Supported Sustainable Entrepreneurial Practices in the Context of Indian Agriculture

Author: Dr. Dyuti Chatterjee

Agriculture plays a pivotal role in the development of a nation. The Indian agricultural sector contributes to approximately 17% of the GDP (Gross Domestic Product) and engages 45% of its workforce. Agriculture in India has always been marked with low productivity, high dependence on the monsoon and poor technological advancement since independence. Moreover, the excessive use of chemicals like fertilisers and pesticides during the Green Revolution had adversely affected the quality of soil putting the ecology of the country in grave danger. It was in the early 2000s that the affordability of mobile phones, expansion of internet connectivity in rural areas and increasing demand for chemical free, organic food products led to a new wave for agricultural entrepreneurship in the country. Agricultural entrepreneurship ventured into areas like food processing, farm services and marketing. With the help of AI enabled technology like satellites, drones etc it has been possible to reduce the uncertainty related to agriculture. The start-ups in Indian agriculture have not only enhanced efficiency and sustainability but also increased the income of the farmers and reduced the rural-urban migration. The present paper traces the performance of the entrepreneurial practices and its impact in Indian agriculture using data from secondary sources. The chapter concludes that despite its strong growth performance in recent years, agricultural entrepreneurship in India still faces strong hurdles such as limited access to credit, low digital literacy among the farmers etc. Strong policy measures by the government, expansion of digital and physical infrastructure, and higher private investment are therefore highly recommended for the sustenance of entrepreneurial activities in the Indian agricultural sector.

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