Title: Digital innovation for strengthening seed market and augmenting targeted business in agriculture

Authors: Swati Nayak; Ritesh Dwivedi; Anjani Kumar Singh

Addresses: Faculty of Management Studies, AICISM, Amity University, Noida, UP – 201301, India ' Amity Business School, Amity University, Noida, UP – 201301, India ' Amity Business School, Amity University, Noida, UP – 201301, India

Abstract: Access to quality seeds of right varieties remains a prerequisite for higher farm production. In India, there are several private and public seed agencies who deal with multiple products (varieties). Public and small firms working closely with high volume crops and small farmers are not equipped with robust market demand estimation processes or demand driven distribution systems. SeedCast is one such digital application which has been developed and piloted in the region with an objective to measure the existing demand-supply gaps accurately, to estimate geography wise and product wise demand and act as business decision support tool. Piloting and execution of this application for the state of Odisha indicated several gaps in demand and supply for diverse products, potential demand for new products, a scope of product diversification and the size/volume of market (product wise) for the leading public seed corporation in focus as future business opportunity.

Keywords: seed; agriculture; products; varieties; market; SeedCast; digital; demand.

DOI: 10.1504/IJEB.2021.116612

International Journal of Electronic Business, 2021 Vol.16 No.3, pp.279 - 295

Received: 28 Apr 2020
Accepted: 13 Jan 2021
Published online: 28 Jul 2021 *

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