eChapters

Agricultural marketing in India enables the producers and the consumers to have a direct contact to buy and sell their products. But it is crucial to have a clear understanding on the consumer’s perceptions and preferences for the products who are the ultimate users as a better marketing strategy. The present marketing methods are much different from traditional ones, and can be even transformed by the use of data analytics, cutting-edge technologies, and data-driven insights by the Agri-marketers to perceive and interact with consumers. The success of a firm/business is greatly influenced by consumer perception and it is shaped by a number of elements, such as marketing initiatives, customer service, and product quality. Therefore, to have a positive perception of the consumers on the products, one should focus on the ideology and the working of their perceptions which helps to design and brand their products accordingly. The Indian agricultural marketing system is facing a wide range of issues, that prevents it from going global due to its in competitiveness in the export activities. Its high time to focus on innovative policies and strategies that support for the economic growth and the enhanced livelihoods of the various stakeholders in this system.

The digital transformation of agricultural marketing has become a cornerstone for enhancing efficiency, transparency, and profitability in India’s agricultural sector, with particular relevance for the Union Territory of Jammu & Kashmir (J&K). This paper explores how digital tools— such as mobile applications, online marketplaces, blockchain, and data analytics—are simplifying supply chains, strengthening market connectivity, and minimizing information gaps between farmers and the marketplace. Nationwide, the introduction of platforms like e-NAM (National Agriculture Market) and mobile advisory services have empowered farmers with real time pricing, market trends, and data-driven decision-making, fostering more equitable and competitive markets. In J&K, digital Agri-marketing holds unique promise for overcoming challenges related to geographic isolation, limited logistics, and fragmented supply chains by linking local farmers to broader national and global markets. Through case studies, this research highlights the impact of digital solutions on the region’s fruit, saffron, and horticultural sectors, with a focus on scaling these initiatives to spur regional growth. The study concludes that expanding digital infrastructure and providing targeted training programs are crucial steps for empowering farmers in remote areas, advancing inclusive growth and strengthening rural economies.

In the contemporary digital era, the agriculture sector is making use of the revolutionary power of internet marketing. As technology develops, farmers and agricultural businesses are implementing digital tools and strategies to enhance their marketing campaigns. The wider digital revolution of India’s agriculture sector depends on digital marketing. Since it employs and supports a sizable section of the population, India’s agriculture sector is essential to the country’s economy. The marketing and sales of agricultural products have rapidly changed since the transformation of digital technologies. Managing the customer experience in digital marketing for agricultural products in India poses several challenges. This Chapter explores the importance of transformational technological advancements in the agriculture sector and how it is impacting customer preferences and the digital revolution in agricultural marketing.

Introduction
Agriculture is an age-old income generation activity in India. It plays a vital role in India’s economy. One in every two Indians relies on agriculture for livelihood. Over 58% of the rural households depend on agriculture as their principal means of livelihood. Over the period of time, the contribution of agriculture and allied sector in Gross Domestic Products (GDP) in India has declined to 14.4% in 2018- 19 from 51.8% in 1950-51. At current prices, the contributions of industry and services sector are 31.5%, and 54.1%, respectively as against the contributions of industry and services sector were 15.1% and 33.1%, respectively in 1950-51. This decline in share of agriculture and allied sector is result of the shift from traditional agricultural economy to industry and service sectors, this performance are very meagre if we consider the size of the employment in this sector. Presently, more than 50% of the total workforce of the country is employed in agricultural sector contributing to only 14.4% of GDP. With production of agriculture activity 26of $375.61 billion, India is 2nd larger producer of agriculture product in the world after China which has contribution of $991 billion in agriculture sector. GDP of industry sector is $560.97 billion and world rank is 6th. In services sector, India’s world rank is 8th and GDP is $1500 billion (FAENI, 2018- 19). Interestingly, contribution of agriculture sector in Indian economy is much higher (7.4%) than world’s average (6.4%), while contribution of industry and services sector is lower than world’s average (30% for industry sector and 63% for services sector).

Abstract
India faces a shortfall of 10 million tonnes in vegetable production against a demand of 135 million tonnes, exacerbated by extreme temperatures (5-48°C) that hinder year-round cultivation. Protected cultivation, including greenhouses, polyhouses, and shade nets, offers a solution by enabling off-season vegetable production, enhancing yield, quality, and input efficiency. In regions like Bundelkhand, where agriculture dominates the economy, low-cost protected structures have shown promise in cultivating high-value crops like tomatoes and capsicum, despite challenges such as farmer unawareness, limited capital, and poor infrastructure. Government initiatives, like those by Banda University of Agriculture and Technology, promote low-cost protected cultivation through training and infrastructure development, fostering agripreneurship and improving rural livelihoods by increasing yields and market prices.
Keywords: Protected Cultivation, Vegetable Production, Agripreneurship, Greenhouse Technology, Bundelkhand, Food Security, High-Value Crops, Low- Cost Structures, Rural Development, Input Efficiency

Introduction
Gene Regulation before delving into gene regulation, it’s essential to understand the concept of gene action. Gene action encompasses the expression of a particular trait or phenotype by a gene. This expression hinges on the synthesis of a specific protein encoded by the gene, followed by the protein’s involvement in a metabolic or biosynthetic pathway leading to the manifestation of the phenotype. The sequence of events in phenotype production may, therefore, be written as follows: DNA → RNA → Protein → Phenotype (Griffiths et al., 2000).
In molecular terms, gene action refers to the production of an RNA transcript from the gene (Lewin, 2004).
Gene Regulation
Gene regulation is the process by which cells control the amount of protein or RNA produced by a gene, either increasing or decreasing its production as needed (Alberts et al., 2014). Different tissues in eukaryotes produce varying sets of proteins and enzymes tailored to their specific requirements.

Introduction
Plant genetic engineering has revolutionized modern agriculture, enabling the development of crops that not only meet the demands of a growing global population but also address the challenges posed by climate change, pests, and diseases. As traditional breeding methods often face limitations in terms of time, precision, and scope, genetic engineering offers a powerful alternative. By directly manipulating plant genomes, scientists can introduce specific traits with greater accuracy and speed, leading to significant improvements in crop quality and productivity. This chapter explores the protocols and methodologies employed in plant genetic engineering aimed at enhancing the quality of crops, providing insights into the techniques that have transformed agricultural practices.
The importance of plant genetic engineering cannot be overstated. With the global population projected to reach nearly 10 billion by 2050, the agricultural sector must find ways to increase food production while ensuring sustainability and environmental conservation (Tilman et al., 2011). Conventional breeding methods, which rely on the natural variation present in plant populations, can be slow and imprecise. In contrast, genetic engineering allows for the targeted introduction of desirable traits, such as disease resistance, improved nutritional content, and enhanced stress tolerance (Gurian-Sherman, 2009). These advancements are crucial for maintaining food security in the face of growing environmental challenges.

Introduction
Using short, single-stranded oligonucleotide strands complementary to the targeted mRNA, as RNA technology can regulate gene expression, leading to changes in phenotype, disease resistance, and other traits associated with protein expression profiles. Since gene function depends on expression, this technology can be used to silence genes and inhibit their expression. Because it can manipulate and regulate protein expression during its translation, it can knock out or down the expression of a gene of interest. As such, functional genomics can benefit from this technology as it allows for the regulation of protein expression.
Gene expression involves two main steps: transcription, in which the DNA sequence serves as a template to create an mRNA molecule, and translation, in which the mRNA is used as a template to synthesize a protein. The genes in DNA provide the instructions for making proteins, which are essential for the functions of the cell.
Polymer chain that transforms into an effective protein. The triplet code, which forms the basis of the genetic code, designates an amino acid for each codon made up of three nucleotides. Several enzymes, including together, enzymes such as polymerase, exonuclease, ligase, etc., unravel the DNA double helix and match RNA base pairs with DNA bases to create an RNA copy of the original DNA.

Crop evolution stands as a testament to the intricate dance between humans and nature, spanning millennia of coexistence and mutual influence. At the heart of agricultural history lies the story of how humble wild plants were transformed into the diverse array of crops that sustain humanity today. This narrative of adaptation, selection, and innovation not only shaped the course of human civilization but also continues to underpin the global food system in the modern era.
The Origins of Agriculture
The origins of agriculture mark a pivotal moment in human history, marking the transition from nomadic hunter-gatherer societies to settled agricultural communities. As early humans began to cultivate plants for food, they inadvertently initiated a process of selective breeding that would fundamentally alter the genetic makeup of these plants. Wild grasses such as wheat, barley, and rice were among the first to be domesticated, their seeds carefully harvested and replanted by ancient farmers who recognized their potential for sustenance.

Introduction
Crops play a crucial role in sustaining human life by providing food, fuel, feed, and other essential resources. However, both the changing global climate and human activities have significantly impacted crop production and productivity. Projections suggest that the world’s population will reach 9.6 billion by 2050, necessitating a 7% increase in agricultural output to meet the expanding needs (PRB 2020). Therefore, it is imperative to enhance agricultural productivity to address the growing food demands. To tackle challenges such as climate change, diminishing arable land, water scarcity, and various biotic and abiotic factors causing significant crop losses, innovative crop breeding technologies are urgently needed to boost agricultural productivity and promote sustainable development.
Presently, modern agriculture relies on crossbreeding, mutation breeding, and transgenic breeding as primary methods to enhance crop productivity and quality. Crossbreeding entails mating an elite recipient line with a donor line to generate offspring with desired traits, which are subsequently backcrossed with the recipient line over multiple generations to remove any unintended linked traits. However, this approach typically requires 8-10 years to introduce desired alleles and augment genetic diversity.

Introduction
Cytoplasmic male sterility (CMS), a condition under which a plant is unable to produce functional pollen, is widespread among higher plants. CMS systems represent a valuable tool in the production of hybrid seed in self-pollinating crop species, including maize, rice, cotton, and a number of vegetable crops. Hybrids often exhibit heterosis, more commonly known as hybrid vigor, whereby hybrid progeny exhibit superior growth characteristics relative to either of the parental lines. CMS systems can be of considerable value in facilitating efficient hybrid seed production.
Male-sterility-inducing cytoplasms were recognized in the 1900s. Bateson and Gairdner reported male sterility in flax in 1921, was inherited from the female parent, although genes passed from both the male and female parents affected its expression. Chittenden and Pellow (1927) recognized that male sterility in flax was due to an interaction between the cytoplasm and nucleus, with the male sterility conditioned by the homozygous recessive nuclear genotype in combination with the sterility-inducing cytoplasm.

Introduction
Molecular markers have revolutionized various fields of biological research by providing precise tools to elucidate genetic diversity, map genes, and facilitate marker-assisted selection (MAS) in breeding programs. These markers, ranging from simple sequence repeats (SSRs) to single nucleotide polymorphisms (SNPs), offer invaluable insights into the genetic architecture of organisms, enabling researchers to link specific DNA sequences to desired traits. By harnessing the power of molecular markers, scientists can expedite the development of stress-tolerant crops, enhance agricultural productivity, and address global challenges such as food security and climate change.
A. Definition of molecular markers: Molecular markers play a crucial role in identifying genetic variations or disparities among individuals, populations, or species. These markers are specific sequences of DNA (or RNA) that can be found in blood, other body fluids, or tissues, serving as indicators of normal or abnormal processes, conditions, or diseases. Additionally, they can be fragments of DNA associated with a genome, aiding in the identification of specific DNA sequences. Molecular markers are indispensable tools in the fields of genetics, molecular biology, and biotechnology, enabling the identification of specific DNA sequences and genetic variations within populations.

I. Introduction
Abiotic stress refers to the detrimental impact of environmental factors such as temperature, light intensity, humidity, and salinity on plants, leading to damage or hindered growth. Unlike biotic stresses caused by living organisms, these abiotic stresses arise from physical conditions like extreme temperatures, droughts, floods, high winds, air pollution, soil erosion, and other natural phenomena. The severity of these stressors varies depending on the plant species and their ability to adapt to changing surroundings. Gaining insights into how plants react to abiotic stress is essential for devising strategies to enhance crop productivity in unfavorable conditions (Huang et al., 2014; Zhu, 2016).
A. Definition and types of abiotic stress
Abiotic stress pertains to the adverse effects of non-living elements on organisms within a particular habitat. These stressors surpass the usual scope of environmental fluctuations and have the potential to damage both plants and animals. In contrast to biotic stress triggered by living disturbances, abiotic stress factors are intangible and encompass factors such as intense sunlight, extreme temperatures, wind, and various other natural phenomena.

Introduction to Nanotechnology in Agriculture
Nanotechnology, the science of manipulating materials at the atomic and molecular scale, typically between 1 and 100 nanometers is revolutionizing various industries, including agriculture. Its unique ability to control matter at such a small scale offers unprecedented opportunities to enhance agricultural productivity, sustainability and efficiency. This introduction provides a comprehensive overview of the role of nanotechnology in agriculture, highlighting its potential applications, benefits and future prospects.
Understanding Nanotechnology
Nanotechnology involves the design, production, and application of materials and devices by controlling shape and size at the nanometer scale. At this scale, materials exhibit unique physical, chemical and biological properties that differ significantly from their bulk counterparts. These properties include increased surface area, enhanced reactivity and unique optical and electrical behaviors, making nanomaterials highly versatile and effective for various applications.

Introduction
Gene tagging is a fundamental technique in molecular biology and genetics that allows researchers to identify, track and study specific genes within a complex genome. By attaching a recognizable marker or tag to a gene of interest scientists can monitor its expression, location, and function in various biological contexts. This technique has revolutionized genetic research and has numerous applications in biotechnology, medicine and agriculture. Several methodologies have been developed for gene tagging, each with unique advantages and applications. Transposon tagging uses transposable elements to insert marker genes into the genome, creating mutations that can reveal gene function. Reporter gene tagging involves inserting genes like green fluorescent protein (GFP) or beta-galactosidase (lacZ) near the gene of interest allowing researchers to monitor gene expression visually or through enzymatic activity. Epitope tagging involves fusing short peptide sequences to the target gene’s protein which can be detected using specific antibodies, facilitating studies of protein localization and interactions. The advent of the CRISPR/Cas9 system has further refined gene tagging enabling precise insertion of tags at specific genomic locations with high accuracy

Introduction
Biological stress factors such as bacteria, fungi, viruses, and pests can lead to losses in yield and quality before and after harvest. An estimated10 to 23 percent loss is caused by fungal pathogens, along with an additional 10 to 20 percent post-harvest loss. Unlike animals, plants do not possess a highly developed immune system or mobile immune cells. They possess highly sophisticated defense mechanisms based on their structural, chemical, and protein composition. The defense responses of plants to different pathogens are influenced by factors such as the stage of plant development, the pathogenicity of the pathogen, and the environmental conditions. Recognizing the importance of genes that resist biotic stressors, it becomes clear that they are invaluable natural resources for sustaining agricultural productivity and minimizing crop losses36. Any physiological abnormality or significant disruption in the average health of a plant is considered a disease. Living agents, like fungi and bacteria, and environmental factors such as nutrient deficiency, drought, and lack of oxygen, excessive temperature, ultraviolet radiation, and pollution can all contribute to disease development. Plants have developed diverse constitutive and inducible defenses to safeguard themselves from harm. Disease resistance is decreased pathogen growth on or within the plant11. It indicates a lower disease occurrence in one genotype than the susceptible variety and is a relative characteristic. Typically, the reproduction rate is significantly decreased, which restricts disease transmission. Plants have varying levels of resistance to different pathogens, with some being more susceptible to specific pathogens while being resistant to others. This resistance is often specific to particular species or strains of pathogens.

1. Introduction
Internationally, agricultural systems have predominantly prioritized the production of a large volume of food rather than the nutritious value of the food produced (McGuire, 2015). According to the Food and Agriculture Organization (FAO), around 792.5 million individuals in developing countries experience malnutrition due to insufficient access to food that is rich in nutrients (FAO, 2020). In response to this difficulty, biofortification has garnered considerable interest. Biofortification is a process that involves the improvement of food crops via the application of traditional breeding methods, sophisticated biotechnology techniques, and agronomic practices (McGuire, 2015). This will aid in mitigating the problem of “hidden hunger” caused by the deficiency of vital micronutrients in impoverished and developing nations (Khush et al., 2012). India has a population of approximately 15.3 percent that is undernourished.
Regarding global rankings, India is ranked 101 out of 116 nations, with a score of 27.5 (Yadava et al., 2022). The increasing global population and the significant consequences of climate change have presented a demanding obstacle to achieving worldwide food security (FAO, 2020).

Abstract
Non-tariff barrier (NTBs), particularly Sanitary and Phytosanitary (SPS) measures and Technical Barriers to Trade (TBT), have increasingly shaped the contours of international trade. While originally instituted to safeguard human, animal, and plant health and ensure product standards, these regulatory mechanisms are often criticized for functioning as covert instruments of protectionism. This chapter undertakes a comprehensive analysis of the dual nature of SPS and TBT measures, acknowledging their public policy rationale while critically examining their role in distorting trade flows, increasing compliance burdens, and eroding competitiveness, especially for exporters in developing economies. It highlights the economic ramifications, operational challenges, and policy complexities inherent in their implementation. Drawing from global best practices and multilateral frameworks, the study advocates for targeted strategies such as regulatory harmonization, improved transparency, enhanced capacity-building and robust dispute resolution mechanisms. These approaches are essential not only to prevent the misuse of SPS and TBT provisions but also to facilitate equitable market access and support rules based international trading system. The chapter emphasizes that achieving this balance is critical for fostering inclusive economic growth, promoting global competitiveness, and strengthening cooperation among nations in an increasingly interconnected world.
Keywords: Non-Tariff Barriers (NTBs), Sanitary and Photosanitary Measures (SPS), Technical Barriers to Trade (TBT), Regulatory Harmonization and Disguised Protectionism

RICE (Oryza sativa)
Fungal diseases
1. Blast
Symptoms: All above ground parts (leaf, leaf sheath, culm) of the plant are affected. There are three type of blasts (leaf blast, node blast, neck blast)
Leaf blast: Eye or spindle shaped spots on leaves (margin is dark brown and centre becomes ashy) and leaf sheath are observed. Several spots appear on the leaves cause blightening.

Oil palm (Elaeis guineensis Jacq.) provides the highest oil yield per hectare among all oil crops (Corley and Tinker, 2008; Rival and Levang, 2014). Examining the global palm oil production statistics, which is extracted from the mesocarp of the oil palm, the total world production stands at 79.464 million tonnes. Indonesia leads the world production with 59%, while India ranks 13th with a production of 0.305 million tonnes, contributing insignificantly to the world palm oil production. Additionally, India imports about 19% of the world’s palm oil, accounting for 9.3 million tonnes, with a net worth of 11.7 billion U.S. dollars (USDA IPAD, 2024; Statista, 2024).
In this challenging scenario, expanding the cultivation area of oil palm with high-yielding, disease-resistant, and dwarf statured varieties is imperative. The National Mission on Edible Oil-Oil Palm has set a target area of 27,99,087 hectares, but the achieved area is only 3,70,028 hectares (NMEO-OP). To meet this target, obtaining quality planting material is crucial. Traditionalvegetative propagation is not viable for oil palm due to its lack of axillary branching or axillary meristem. Given its highly cross-pollinated nature and long breeding cycle, obtaining true-to-type progeny is challenging. Therefore, the importance of propagation through in vitro mass multiplication techniques in this crop cannot be overstated.