Agri-Marketing in Business 5.0: Impact of Digital Technologies in Transforming Rural Economy
Ravi Prakash Niranjan 1, Dr. Shipra Saxena 2
1 Research Scholar, Institute of Management Studies, Bundelkhand University, Jhansi, India
2 Associate Professor, Institute of Management Studies, Bundelkhand University, Jhansi, India
ABSTRACT - In India, rural development strategies are being redefined by the convergence of digital technologies and agriculture. Agri-marketing is changing dramatically in the context of Business 5.0, an innovative model that emphasizes sustainable, human-centered, and digitally intelligent systems. This paper explores the rural economy of Bundelkhand, a historically underdeveloped and drought-prone region that includes parts of Madhya Pradesh and Uttar Pradesh, is being revolutionized by the incorporation of digital technologies into agri-marketing. Due to its rural foundation and socioeconomic difficulties, Bundelkhand has historically experienced poor infrastructure, low farmer incomes, and restricted market access. The advent of Business 5.0 principles, however, presents a suitable chance to deal with these problems. The study emphasizes how public-private partnerships, government programs like eNAM (National Agriculture Market), and digital agri-startups can help close the digital divide. In order to access real-time market data, weather forecasts, and crop advisory services, Bundelkhand farmers are increasingly turning to smartphones and agri-apps. There are difficulties associated with this change. Many small and marginal farmers in Bundelkhand still have low levels of digital literacy. The full potential of Business 5.0 in rural areas is also hampered by infrastructure deficiencies, such as inadequate internet connectivity and a lack of practical delivery systems. The study suggests that Bundelkhand can be used as a model for rural transformation in comparable agrarian regions throughout the developing nations, if the proper policy support, skill development, and digital inclusivity initiatives are put in into effect. In summary, this study argues that agri-marketing in the context of Business 5.0 presents a revolutionary avenue for rural economies such as Bundelkhand.
Key Words: Business 5.0, Agri-Marketing, eNAM (National Agriculture Market), Agri-Startups
