AGRICULTURAL MARKETING CHALLENGES AND EMERGING OPPORTUNITIES AMONG RURAL FARMERS: AN EMPIRICAL STUDY OF KEONJHAR DISTRICT

Agricultural marketing remains one of the most important components of rural economic development in Keonjhar district of Odisha. Although farmers continue to face significant marketing-related challenges such as poor infrastructure, inadequate storage facilities, transportation problems, low awareness, and price instability, the agricultural sector also presents considerable opportunities through digital marketing, irrigation development, Farmer Producer Organizations, crop diversification, and government support schemes. The study reveals that government incentives have a statistically significant positive impact on agricultural growth. Official agricultural statistics also indicate steady improvement in paddy and maize production in recent years. The study concludes that strengthening market infrastructure, improving digital connectivity, expanding cold storage facilities, promoting agricultural entrepreneurship, and increasing farmer awareness can significantly improve agricultural marketing systems and rural livelihoods in Keonjhar district.

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