Specialty agriculture involves commercial agricultural operation, other than a confined feeding operation, which requires smaller tracts of land due to the intensive nature of the operation. Without restricting the generality of the foregoing, it include nurseries, greenhouses, mushroom farms, market gardens and apiaries. Specialty plants must be cultivated, managed and used by people for food, medicinal purposes, and/or aesthetic gratification to be considered specialty crops. The term “specialty crops” is used to describe fruits and vegetables, are tree nuts, dried fruits, Chickpeas, Christmas trees, Coffee, Cut flowers, Dry edible beans, Dry peas, Foliage, Fruit grapes for wine, Garlic, Ginger root, Ginseng, Herbs, Honey, Hops, Lavender, Lentils, Mushrooms, Organic fruits and vegetables, Peppermint, Potatoes, Seaweed, Spearmint, Sweet Corn and Vegetable seeds falls under specialty crops at world level.

India is an agriculture based country where more than half of the population depends upon agriculture. Agriculture is a primary source of livelihood for about 58% of the population of the country. Indian agriculture sector contributes about 17% of Indian’s gross domestic product (GDP) and provide employment to 50% of the country workforce (DES, 2019). The diverse ecohabitat of the Himalayan region of the country hosts a wide range of plant diversity as well as crop diversity on which native people rely for their food and nutritional security. The hilly regions of the country are potential source of agriculture production having diversified weather conditions comprises of temperate and subtropical climatic conditions and covers about 35% of total geographical area of the country. As far as agriculture is concern, agriculture marketing has been an important aspect of rural population as it provides essential links between farm producers and consumers.

Extended Summary Kiwifruit is recent crop introduction tohorticulture practices in Mid-Himalayan statesin India such as, Himachal Pradesh and J&K in the North-West and Sikkim, Arunachal Pradesh and Nagaland in the North-Eastern Himalayas.Over past few years this fruit has attainedimmense popularity and among consumers due to its nutritional value, while also it has gained appeal among small and marginal farmers owing to its high benefit-cost ratio,particularly through Hi-Tech cultivation techniques. Kiwifruit,also known as Chinese gooseberry (Actinidia chinensis Patch) is believed to have originated in China,although it gained popularity in New Zealand. In India, Kiwi was first introduced in Lal Bagh at Bengaluru,however,it was soon observed that the fruit could be cultivated well only inthe semi-temperate climate of Himachal Pradesh, around1963.

The dairy sector plays a key role in ending poverty, especially for rural communities. Nearly one billion people earn their livelihood from dairy. Dairy has an important role to end hunger, achieve food security and improve the nutritional value of diets in a sustainable manner. Dairy products contribute to good health and wellbeing at all stages of life. Its nutrient-rich pack ensures a nourished and healthy population. Dairy has been linked to protection against non- communicable diseases. The Indian context for Dairying is an economic symbiosis of crop and cattle population. Livestock plays a pivotal role in the economy; animal husbandry is the most important economic activity in rural areas. The dairy sector today provides eighty million farm households with the triple benefits of nutritive food, supplementary income and productive employment for family labour, mainly for women. 

What is Artificial Intelligence ‘Artificial’ is taken to mean a property of a human-made machine. ‘Intelligence’ will be that when something is able to perform a new action or change its state to achieve the optimal response it could perform given external inputs. This term is coined by- John McCarthy (American computer and cognitive scientist) during 1956 So, AI is basically a machine able to mimic human intelligence by having the ability to predict, classify, learn, plan, reason and perceive. AI is an emerging technology in the field of agriculture. AI-based equipment and machines, has taken today’s agriculture system to a different level. This technology has enhanced crop production and improved real-time monitoring, harvesting, processing and marketing . The latest technologies of automated systems using agricultural robots and drones have made a tremendous contribution in the agro-based sector. Various hi-tech computer-based systems are designed to determine various important parameters like weed detection, yield detection and crop quality and many other techniques.

Introduction According to the definition provided by Merriam-Webster, the potato (Solanum tuberosum) is a starchy, tuberous herbaceous annual that only lasts for one growing season and is a member of the Solanaceae family. The potato, also known as the king of vegetables, is grown for its edible tubers and is the fourth largest food crop in the world after maize, wheat, and rice. It is a staple food in many parts of the world and accounts for about 2% of the world’s dietary energy supply (“Potato Pro,” 2020). It was thought that the domestication of the potato began in southern Peru and extreme northwestern Bolivia between 8000 and 5000 BC, which is roughly 7,500–10,000 years ago (Spooner et al. 2005). Potatoes range in size, shape, color, starch content and flavor.

  Introduction Main stay of Indian floriculture is to grow traditional loose flowers mostly for worship, personal adornment and traditional decorations. With the evolving culture of ‘saying it with flowers’ the cut flowers sector made significant inroads in recent times. Today the traditional flowers are grown in area of 2.48 lakh hectare producing 16.58 lakh tonnes of loose flower and 4.84 lakh cut flowers (NHB 2015). India also has significant proportion of trade in potted flowering plants, ornamentals foliage plants for landscaping, turf grasses, cut foliage, dry flowers, specialty flowers, annual flower seeds and fillers. India exported floricultural produce worth Rs. 450 core (APEDA 2016) that comprises fresh cut flowers (to Europe, Japan, Australia, and Middle East, USA), loose flowers (for expatriate Indians in the Gulf and Europe), cut foliage (to Europe), dry flowers (to USA, Europe, Japan, Russia, and Australia) and potted plants (Middle East) besides seeds and planting material. The major market for domestic flowers is in Delhi, Mumbai, Calcutta, Chennai, Pune, Bangalore, Hyderabad etc. With limited infrastructure the amount of trade that takes place in the major markets varies from season to season.

Introduction Flowers provide opportunity to convert them into exquisite value added products directly from fresh flowers like garland, bouquet , flower arrangements or after drying the flowers making different dried flowers products like pot pourri, wreath, painted gourds or after processing like rose water, gulkand,gulroban,perfume, essential oil, insects repellants, cosmetics etc. Beside this a number of pigments like xanthophylls, carotenoids, luteins, anthocyanins etc. which have neutraceutical properties and pharmaceuticals compounds are also prepared from flowers. The value addition results in more acceptable quality products for the domestic and export market and hence ensure high premium to the producers.

Introduction Nursery is a place where seedlings, cuttings and grafts are raised with care before transplanting. Advantage of Raising Seedlings in Nursery It is very convenient to look after the tender seedlings It is easy to protect the seedlings from pests and diseases Economy of land usage (duration in the main field is reduced) Valuable and very small seeds can be raised effectively without any wastage Uniform crop stand in the main field can be maintained by selecting healthy, uniform and vigorous seedlings in the nursery itself.

Organic farming is getting more and more popular as a farm practice. Although most agricultural land is still processed through conventional farming, the demand for organic agriculture and organic crops is constantly increasing. Organic farming is defined in a variety of ways. The majority of them argue that synthetically manufactured fertilisers and pesticides are not allowed in organic farming. This is right; yet, organic farming encompasses much more. Organic farming is founded on unique qualities as a wholly natural and sustainable farm management technique. To put it another way, organic farming is both an agricultural practise and a philosophy of cooperating with nature.

Introduction Information and communications technologies (ICT) is defined as a diverse set of technological tools and resources used to transmit, store, create, share or exchange information. These technological tools and resources include mobile phones, computers, the internet (website, blogs, emails), live broadcasting technologies (radio, television and webcasting), recorded broadcasting technologies (podcasting, audio and video players, and storage devices) and telephony. Information and Communication Technology (ICT) in agriculture can act as a driving force in the development process. It facilitates marketing decisions, directs the competitive process and simplifies marketing mechanisms. Accuracy, Availability, Applicability and Analysis are the four ‘A’’s of marketing information; a farmer may decide how much to produce, when and where to sell and a trader may expand trade (Behera, 2015).

India is one of the top producers of food for the entire world. In 2019–20, the nation produced a record 308.65 million tonnes (MT) of food grains. India is the second-largest producer of fruits and vegetables, producing 99.07 million metric tonnes of fruits and 191.77 million metric tonnes of vegetables in 2019–20. Horticulture production in India reached 320.47 million tonnes. India is also the world’s top producer of coconuts, the second-biggest producer of sugar, and the world’s largest producer of milk. In FY20, it was calculated that agriculture, forestry, and fishery contributed a total of Rs. 19.48 lakh crore (USD 276.37 billion).In FY20, India’s gross value added (GVA) at current prices included 17.8% from agricultural and related industries. In India, the expansion of the agricultural industry and related industries has greatly improved.

Introduction The word entrepreneur is derived from French word “Entreprendre” which means “To undertake”. Entrepreneur represents an individual or a group of individuals, who conceive, initiate and maintain for a sufficiently long period of time, a social institution which produces economic goods (Cole, 1949). Mushrooms have always been viewed as high medicinal and nutritional food around the world as they are consumed as medicine in Asian countries; also their medical aspects are being researched upon (Halpern and Miller, 2002). The mushroom cultivation market is estimated to account for a value of USD 16.7 billion in 2020. World production increased to 43 MT in 2018-19 (Singh et al., 2020). China is the world’s leader in production, consumption and export of mushroom followed by USA, Netherlands and Poland. Mushroom market is expected to reach USD 69.3 bn by 2024 since the market is expected to record a healthy growth of 8.2 per cent (Harsh and Joshi, 2008).

Introduction The floriculture industry is changing quickly around the world. Due of globalization’s impact on revenue generation in various regions of the world, flowers are consumed per person in the majority of nations. Floriculture has a long history in India. Ancient Sanskrit classics like the Rig Veda (C 3000-2000 BC), Ramayana (C 1200-1300 BC), Mahabharata (before the 4th Century BC), Shudraka (C 100 BC), Ashvagodha (C 100 AD), Kalidasa (C 400 AD), and Sarangdhara (C. 400 AD) all make mention of flowers and gardens (C 1200 AD)(Dadlani, 2021).In many nations around the world, growing flowers is one of the industries’ tactics. India began producing flowers a few years ago, and the industry is now one of the nation’s major areas for expansion and change. Both socially and economically, floriculture is very advantageous. The trade in cut flowers has grown dramatically recently, both domestically and internationally. The freshness of the flowers for a longer period of time without losing their aesthetic value is what gives a flower its attractiveness. There is a massive loss in the value of cut flowers along the marketing channel, which may be 50% of the farm’s worth (Bhattacharjee, 1999).

Introduction In the midst of the rapid speed of global change and in a highly competitive and risky business situation, the knowledgeable consumer gains power, and the market shift towards quick product creation. Innovation has emerged as a crucial component of success, particularly for new businesses, involving the development of economic productivity and operational and working producers (Baron and Tang, 2011). The systematic and planned transformation of a person into an entrepreneur is known as entrepreneurial development. The process of making an entrepreneur involves teaching everyday people how to be business owners, as well as imparting the necessary information, management, technical, financial, and marketing abilities. The definition of the entrepreneurial developmentprograme is a course created to assist a person in enhancing their entrepreneurial drive and obtaining the knowledge and talents required to carry out their position as an entrepreneur successfully (Kumari, 2014).

Introduction Lavender (Lamiaceae family) produces characteristically lavender- coloured (purple) flowers, although pink, white and green forms of some species also exist. There are approximately 20 species of lavenders with hundreds of various genotypes differentiated by variations ranging from morphology to chemical composition of essential oil. Cultivation of lavenders for essential oil is thought to have begun in the 16th century. Recently there has been an upsurge of interest in lavender as a medicinal herb crop. Lavender is a perennial herb and is a native of the western Mediterranean and the eastern coast of Spain, France, Switzerland, North Italy, Corsica and North Africa. Lavender and lavandin oil have long been the major essential oils produced on the southern slopes of the French Alps. The oil possesses refreshing, sweet aroma and blends with many other essential oils. Therefore, it is widely used in perfumery, cosmetics and medicines.

Introduction Agricultural extension has been developing from past more than 100 years. The term was first used by Universities of Cambridge and Oxford, in the year 1867. Chinese people have been following extension approximately from past 2000 years. There are four generations of agricultural extension in Asia: colonial, diverse top-down, unified top-down and diverse bottom-up extension. Communication takes place mainly in two ways in extension system: paternalism versus participation and persuasion versus education, which aims to change behaviour of rural people. Many approaches have emerged in extension which includes ICT based extension.

Introduction Cherry (PrunusaviumL.) is considered as one of the most important temperate deciduous fruit and is the season’s first tree fruit to reach the market. Cherries are rich in protein, vitamins, and minerals and have more calories than apple. Most of the present day cherry cultivars are of European origin. The annual world production as of 2012-13 of cultivated cherry fruit is about 2.5 million tonnes. Around 40 per cent of the world production originates from Europe and 13 per cent in the United States. The other important global players during 2012-13 were Turkey (4,80,740 MT), United States (3, 84,646 MT), Iran (200,000 MT) and Italy (1, 04,766 MT) (FAO, 2012). Important sweet cherry cultivars include Bing, Brooks, Tulare, King, Sweetheart, Rainier etc.

Introduction Agriculture is India is mostly production oriented restricted in huge number of uneven small holdings and plays a key role in the Indian economy. Cultivation of fruits and vegetables has emerged as profitable venture and it is not only providing nutritional security but also provides a substantial employment to rural people as well as open the door for export. India is the second largest producer of vegetables, next only to China, in the world with a production of 40 million tonnes from four million hectares of land area. In India, vegetables are grown in an area 1, 10, 65 thousand hectares with the production of 1, 99,882 thousand metric tonnes. Uttar Pradesh is the largest producer of vegetable production in the country (14.80 %) followed by West Bengal (14.12 %), Madhya Pradesh (10.30%), Bihar (8.88 %), Maharashtra (8.39 %), Gujarat (7.84 %), Odisha (4.76 %) and Karnataka (4.05 %) (NHB, 2021).

Introduction “If agriculture goes wrong, nothing else will have a chance to go right in the country”,these words by Dr MS Swaminathan known as the ‘Father of Green Revolution’ in India, itself highlights the importance of agriculture and its allied sectors in Indian economy. India is an agrarian nation with about 140 million farmers and net sown area equals to 42.4% of the total geographical area. Its agriculture sector has always played and will continue to play a major role in its economic growth. As per the First Advance Estimates of National Income, 2021-22 released by National Statistical Office (NSO), Ministry of Statistics & ProgrammeImplementation, the contribution of agriculture and its allied sectors stand at approximately 18.8 % of India’s Gross Value Added (GVA) at current prices during 2021-22, depicting a growth of 3.9%.In addition, agriculture is also the largest employment generating sector in India as approximately 55% of the total workforce is engaged in agriculture and its allied sector activities. It is the main source of income security of rural households in India. Since ancient times, agriculture and livestock keeping are complementary professions that rural households have undertaken for their survival.

The major mountain ranges in India are the Himalayas and the Western Ghats. The mountain ecosystem is spread over two Union Territories of India: Jammu and Kashmir, Ladakh and eleven states Himachal Pradesh, Uttaranchal, Sikkim, Assam, Arunachal Pradesh, Manipur, Meghalaya, Mizoram, Nagaland, Tripura and West Bengal. The hill agriculture has its own unique characteristics and that the growth potential of hill agriculture has remained under-exploited due to various mountain specifities like poor marketing and processing infrastructure, undulating topography, lack of system specific technologies, land degradation, soil erosion, soil acidity and loss of soil fertility. Hill agriculture has several niche areas having comparative advantage for better exploitation of resources and for better trade. Organic farming still remains a viable option for export of specialised commodities especially fruits and vegetables.

Mushrooms are regarded as a macro-fungus with a distinctive fruiting body which can be either epigeous or hypogeous and large enough to be seen with the naked eyes and to be picked by hand (Chang and Miles, 1992). Hundreds of identified species of mushrooms, since time immemorial, have made a significant global contribution to human food and medicine (Marshall and Nair, 2009). Mushrooms have been a part of the human diet and used as both food and medicine for centuries and their importance is well established in many spheres of human life as well as ecosystem functions. They are known to produce enough amount of protein rich quality food which is of high biological value and appropriate for all age groups. Edible mushrooms are recognized not only as delicacy but also as food in human diet. They are consumed not only for their innate ation and taste but also for their important nutritional value. 

Introduction ICT in agriculture is an emerging field focusing on the enhancement of agriculture and rural development. It involves applications of innovative ways to use ICT in rural domain. The advancement in ICT can be utilized for providing accurate, timely, relevant information and services to the farmers, thereby facilitating an environment for more remunerative agriculture. (Mahant et. al. 2012). Information and Communication Technology (ICT) in agriculture can act as a driving force in the development process. It facilitates marketing decisions, directs the competitive process and simplifies marketing mechanisms. Accuracy, Availability, Applicability and Analysis are the four ‘A’’s of marketing information; a farmer may decide how much to produce, when and where to sell and a trader may expand trade (Behera, 2015). Social media is the new upcoming area in agricultural marketing that has blogs, microblogs, pages, groups etc. It saves time and cost of the farmers for getting information. Facebook is the most likely social media for pages and profiles.

Introduction In rainfed region, the rain is the only source of water which is erratic with unprecedented frequent draughts affecting fruit production in these areas. In adequate, improper water and nutrient management that has lowers down the soil fertility of orchards, especially in rainfed areas. India has fairly good progress on the horticultural crops of the world and is today the second largest producer of fruits in the world, falling behind China. However, the productivity of these fruits is significantly low as compared to other fruit growing of the countries. This is mainly reason due to undulating topography, poor soil fertility status, deep and scare ground water level are the main characteristics of rainfed areas of Jammu region. Due to ever-increasing demand of food, fruit, fuel and fodder, cultivation has been extended to marginal and smalleroded lands. These marginal and small landholders of rainfed regions are not able to sustain arable crops in long run. In addition, the income generated from such a holding is inadequate to sustain the family. 

Introduction Agriculture forms the backbone of the Indian economy. Although there has been large industrialization in the last 60 years, agriculture still occupies the prominent place of importance (Banarsi Lal, 2019). The agriculture sector contributes about 20 per cent of GDP in India (MoF, 2020-21). Both the agriculture and livestock sectors provide employment to 52 per cent of the work force (Rathod and Dixit, 2019). In India, most of farmers have small average holdings. Agriculture marketing can play important role in increasing income of farmers with same landholding. Agriculture plays a vital role in India’s economy. 54.6 of the total workforces is engaged in agriculture and allied sector activities (Census 2011) and accounts for 18.8% (First Advance Estimates) of country’s Gross Value Added (GVA) for the year 2021-22 (at current prices). Agriculture sector needs structured and functional markets, preferably in the vicinity of farmers, to drive growth, employment, remunerative prices and economic prosperity in rural areas of the country.