In traditional method of agricultural marketing farmers were exploited by the middlemen by taking major share in the consumer’s price. In view of multiple benefits of online trading, the farmers in Karnataka were taking their business online, because of Unified Marketing Platform (UMP) an initiative by the state govt. launched in 2014 by the Rashtriya e-market services (ReMS). The present study attempts to assess the challenges in online marketing of dry chilli in Hubballi Agricultural Produce Market Committee, 60 online dry chilli farmers, 10 online traders, 10 Commission agents and market Committee were selected. The Garrett Ranking technique and Likert’s scale used to measure severity and ranking the constraints. Major constraints faced by farmers in online marketing were farmer’s outstanding loan in financial institution followed by lack of knowledge regarding complete information of e-payment. Major challenges faced by traders in online marketing were lack of funds for daily transactions followed by lack of loan facility for the immediate payments to the farmers. Constraints faced by market committee in online agricultural marketing were poor participation of farmers followed by limited agricultural marketing was initiated only in six APMCs of North Karnataka on pilot basis. The infrastructure for post-harvest management needs to be strengthened, particularly cold storage, cleaning and grading infrastructure at primary level on public-private partnership mode. There is an urgent need for capacity building programmes by the state government and other line organizations to train the employees/staffs of APMCs. There is need to create awareness about online marketing through training, campaignsand other extension activities to farmers. | Challenges in online marketing of dry chilli in selected APMC of Karnataka, India
