eChapters

Agriculture marketing and Rural marketing are two words used interchangeably by the people at large with the study of agriculture and management discipline. India is known to the world for its agricultural growth through the green revolution. India is an agriculture-based and oriented economy with approximately six and a half lakh villages predominantly involved in agricultural and agri-based activities. Rural India is termed as the backbone of the Indian economy and it contributes significantly to the economy and to its GDP (Gross Domestic Product) in terms of providing food grains (Cereals and Pulses), vegetables, and fruits which are essential ingredients for human life.

Cloud-based software is used for the management of financial and field activities of farms. Prior to computers, farmers maintained data manually by keeping lengthy records on papers. This method was prone to human calculation errors. After the computer boom in the 1980s, it was not long before finance software such as Money Counts came to market. 

Smart Farming is a hi-tech and effective system of doing agriculture and growing food in a sustainable way. It is an application of implementing connected devices and innovative technologies together into agriculture. Smart Farming majorly depends on IoT thus eliminating the need of physical work of farmers and growers and thus increasing the productivity in every possible manner.

With the recent agriculture trends dependent on agriculture, Internet of Things has brought huge benefits like efficient use of water, optimization of inputs and many more. 

Since the industrial revolution in the 1800s, automation got more advanced to efficiently handle sophisticated tasks and increase production. With increasing demands and shortage of labor across the globe, agriculture robots or commonly known as Agribots are starting to gain attention among farmers. Crop production decreased by an estimated 213 crores approx ($3.1 billion) a year due to labor shortages in the USA alone. Recent advancements in sensors and AI technology that lets machines train on their surroundings have made agrobots more notable. We are still in the early stages of an ag-robotics revolution, harnessing the full potential of the Internet of Things in agriculture, with most of the products still in early trial phases and R&D mode.

Easykrishi is a young enterprise that uses digital interventions with an aim to change agricultural practices from Reactive Mode to Proactive Mode. It is a consortium of 12 FPOs and 150 Ground Organizations. 14 In a world of declining land-holdings, we realize aggregation of agricultural resources is the only way to keep this planet sustainable for human survival. Aggregation ensures viability and profitability of Agriculture. Easykrishi’s baby steps in the entire cycle of aggregation of agricultural resources have made significant impact for Food Producer Corporations across Karnataka and they have made a mark on organizations and individuals that are dedicated for the betterment of Agriculture and farmers.

The goal of sustainable agriculture is to meet society’s food and textile needs in the present without compromising the ability of future generations to meet their own needs.

Practitioners of sustainable agriculture seek to integrate three main objectives into their work: a healthy environment, economic profitability, and social and economic equity. Every person involved in the food system—growers, food processors, distributors, retailers, consumers, and waste managers—can play a role in ensuring a sustainable agricultural system.

Although “e-agriculture” and other initiatives to bridge the rural digital divide were already underway around the world, the Community (and the term “e-agriculture”) emerged following the World Summits on the Information Society in 2003 and 2005. The WSIS global participants recognized that when addressing the challenges of the digital divide, particularly in the context of rural livelihoods, problems extend beyond technology. It is a multifaceted problem characterized by ineffective knowledge exchange and information content management, as well as a lack of human resources, institutional capacity, and sensitivity to gender and the diverse needs of various groups. With WSIS participants identifying and naming “e-agriculture” as a key action line to address the Millennium Development Goals, the United Nations Food and Agriculture Organization (FAO) was tasked with leading the development and subsequent facilitation activities that would truly engage stakeholders at all levels.

Technology spurs Agricultural productivity through various scientific methods and innovations which is evidenced by the success of the Green revolution leading to agricultural development.

The Green Revolution arrived in India in 1968 and had a remarkable impact on the world of agriculture by increasing production yield by 2.5 times, amounting to approximately 2 billion tones, which has been noted as the world’s highest growth rate in the agriculture sector. Because of the science and technologies used in the form of

Co-operation and Mutual trust, are some of the most cherished values, as given by the Ancient Indian wisdom and is part of our Indian culture. There is a saying, “Many hands make light work.” It is only through mutual trust, cooperation and team spirit can there be all round progress and prosperity, and success for everyone concerned due to the synergistic effects of combined efforts.

The Rochdale Society of Equitable Pioneers was founded in Rochdale, England, in 1844 and soon became a prototype for cooperatives worldwide. Its governance structure, known as the Rochdale Principles, is still a key guideline for the design of cooperatives. The social dislocations of the Industrial Revolution inspired workers and enlightened entrepreneurs to establish cooperative societies since the beginning of the nineteenth century.

Despite of pandemic the Indian economy has been growing consistently and Agriculture sector also maintained the momentum. Let us have an overview of investments in India’s agritech startups during 2019-2022:

1. Total investment: $2.5 billion
2. Number of deals: 234
3. Average deal size: $10.7 million
4. Top sectors: Market linkage (52%), Farm management (25%) & Agri- inputs (18%)
5. Key drivers of investment: Growing demand for food and agricultural products, Increasing adoption of technology in the agricultural sector and Government support for the agricultural sector

Entrepreneurship plays a vital role in driving economic growth, and its significance in the agriculture and allied industry cannot be overlooked. As the backbone of many economies, agriculture and its allied sectors provide employment to a significant portion of the global population. In this chapter, we will delve into the concept and overview of entrepreneurship in the context of agriculture and allied industry, exploring its definition, nature, characteristics, and the need for entrepreneurial skills. We will also highlight the benefits of being an entrepreneur in this sector, discuss the different types of entrepreneurs, provide relevant statistics and case studies, and touch upon the factors affecting entrepreneurial behaviour. Additionally, we will examine the current trends and forecast for the next three years in the agricultural entrepreneurship landscape and examine relevant statistics and case studies and shed light on the government’s role in promoting entrepreneurship in the Indian startup ecosystem.

The COVID-19 pandemic has significantly impacted agribusiness communications, creating unprecedented challenges and opportunities for the sector. With restrictions on transportation, shortage of labor, and changes in consumer behavior, agribusinesses have had to adapt their communication strategies to remain operational and retain consumer trust. The objective of this chapter is to analyze the impact of the COVID-19 pandemic on agribusiness communication and suggest effective communication strategies to overcome the challenges posed by this and similar crisis which might arise in the future.

This chapter has focused on providing readers with a comprehensive understanding of business communication strategies and techniques in the Indian agricultural context. The chapter has highlighted the importance of communication in business, the challenges faced by the agricultural sector in India, and the need for effective communication strategies to overcome these challenges. The chapter has also provided an overview of relevant communication theories and techniques and their application in the Indian agricultural context. Understanding business communication is critical to developing effective marketing, supply chain, and other business-related strategies in the Indian agricultural context, and this chapter has laid a strong foundation for the same.

Remotely gathered data are available from a range of sources and data collection techniques is often one type of tool that is not always found within the public domain easily. This is larger due to the fact that most of the data are acquired by equipment is expensive to build and maintain. However, there are many types of basic imagery, high-quality imageries are readily available widely at subsidized costs, particularly the purpose intented.

In beginning of aerial photography, the photos were taken to evaluate existing topography, plan observation and sampling incursion. After World War II, the assessments of aerial photographic data were much more difficult, and real geological data started to be extracted. The use of stereoscopic pairs enabled geologist to explain height structural features. But, the basic use of remote sensing data were collected was in explanation. These trends of comparative photography until development took place into the satellite age when satellite imagery began popular and commercially available. The availability of various imageries in several combinations opened a option to analyze regions in much more detail. Apart from this, the multiple flying allowed a prospect to be viewed in various light during differnt seasons. The development drastically decreased the cost of regional exploration by minimizing repeated trips to a place for reassessing. This permitted data to be gathered from the tropics and arid regions that was previously difficult task in wide regional field exploration. As computer age progressed being developed and enhanced the value of data that allows imagery as digitally highlighted specific features. Ground features like differential cropping, drainage patterns, and folds/faults may be identified.

The information of image is perfectly accepted by eyes when the image will be in convenient form. Always pictures accurately detail about information related to their position, sizes and inter-related with each other is objects. Actually images portray positional information which can be recognized as objects. Human eyes are exact example for differentiating that information from images to innate visual and mental ability.

Aerial photography is objective of getting panoramic view of earth surface to analyze the features of earth and their interrelation at particular time period which may be changed in further events. In this concerned, the observation may play a vital role in achieving the goals of photography. Undoubtedly it is widely used in social function and so on, but still awaited for scientific or research use. Drone can measure the geometry of ground surface at lower altitude with more accuracy in the form of visual feature in natural colour. flight height of drone mainly limits the large area coverage due to lower flying and drone can work perfectly at low altitude planning with good quality feature/photography.

Fundamentally toposheet represents a kind of map in which topographic features of particular area is given details on the map features in two dimensional land surfaces. It shows both horizontal and vertical portion of the terrain with a combination of contour lines, contours, symbols, labels and related representation together in one piece of paper. Toposheet portray the shapes, location of mountains, many natural and manmade features, and the toposheet combinedly uses for extracting accurate information about particular area containing land surface features.

Age old practice of photography was taken with still camera in parallel direction, not aerially scan or snapping which really present wider prospective of any object or places in rearranging or planning skilfully in two dimensional working. Earlier aeroplane played a important role in over head condition to capture snaps but again accuracy and angle of camera limited the works because these photographs were diagonally or trigonally not matched the reality of ground.

Preparation of base map being in mind, the forest, agriculture, water, road and boundary are almost same for all but theme may be different as per requirement. Base information is to survey and need terrain information, the preparation includes land forms by separation of water, kart area, coastal area. Meanwhile preparation of focus might be on DEM (Digital Elevation Model) and water movement helps in demarcation of boundaries on map.

Cartography has much back history than what we seen in portable form by its name or definition. Many prehistoric painting of caves had their own time frame record of maps, artifacts and design have been preserved hoping that they are sufficient to the era of forgotten habit and culture, and treasure explicit ancient world. The ancient wall painting of seventh millenium BC, might have indication of oldest maps in the world and the painting is assumed to be the location of ancient city Antolia as Mellaart, depicted 1967. Onward 600 BC, the modern form of cartography started to develop map. The pioneer contribution in map designing and development, old Greek and Roman were main contributor in this direction. One Greek Philoshopher Ptolemmy, multi-talented genius are recalled in this context, who later credited with first documented map of world during production of Geographica, is a treatise on cartography, very soon one Arabian Scholar Muhammad Al-Idrisi prepared a medieval Atlas involving knowledge of world collected by Arabic merchants in 1154.

GPS stands for Global Positioning System, basically Navstar GPS is a radio based space aviation system developed by United state government which was operated by United State Air Force. It provides geographic location and time related information to GPS receivers under global navigation satellite from anywhere of earth where unobstructed line of sight to 4 or more GPS satellite co-ordinate (Anonymous, 2018). Even GPS not required any user for transmitting data, with working independently on any telephonic or internet receivers; through these technologies we can enhance usefulness of the GPS location based information. The GPS serves as critical positioning capacity to various fields like army operation, civil aviation, and commercial scope to wider scope in around world.

In modem days, many informations receive through electronic media with instant connecting by satellite based information on social, economical, environmental etc. the informations are coded with feasible electronic encrypt and delivered to people. Similarly remote sensing, GIS (Geographical Information System) and GPS (Global Positioning System) also serve world for better understanding the ground reality along with reducing cost of operation, transforming data through electronic webs easily. In earlier phase, ground related information was not easily obtained because all kind of work had been done manually using analog maps of earth; even map draw was done by drafting from totposheet or hand maps, no interface of analog and digital world.

Government Schemes and Incentives

Learning Objectives

1. Overview of Government schemes and incentives for promotion of entrepreneurship.
2. Overview of Schemes Applicable for Agriculture Startups
3. Focus on Agriculture in G20 countries under India’s Presidency in 2023
4. Role of Venture Capital Investments

Use Case 1: Supply Chain Traceability

1. Description: Blockchain can enable end-to-end traceability of agricultural products, ensuring transparency and authenticity. It allows tracking the journey of a product from farm to fork, providing consumers with detailed information about its origin, processing, and storage conditions.
2. Current Scenario: The lack of transparency in supply chains often leads to food fraud and safety concerns. Consumers are increasingly demanding more information about the products they consume.
3. How Blockchain Adds Value: Blockchain technology can securely record and store data about each step of the supply chain, including details about farming practices, transportation, and storage conditions. This transparency builds trust and ensures food safety.
4. Statistics: According to a survey conducted by Label Insight, 94% of consumers are likely to be loyal to a brand that offers transparency, including detailed information about product origin and quality.
5. Startups: Provenance, a UK-based startup, uses blockchain to trace the journey of seafood products, promoting sustainability and ethical sourcing.

Introduction

Blockchain technology has emerged as a revolutionary solution in various industries, and agriculture is no exception. By providing a secure and transparent system for recording and verifying transactions, blockchain has the potential to transform the agricultural sector. In this chapter, we will explore the role of blockchain in agriculture, its benefits, and various use cases that demonstrate its potential. Additionally, we will present key statistics and real-world examples to illustrate the impact of blockchain in agriculture.

Challenge: High Initial Investment

1. Solution: Government subsidies and financial assistance prograAms can be introduced to incentivize farmers to adopt drone technology. Additionally, academia and researchers can collaborate with drone manufacturers to develop affordable and cost-effective drone solutions tailored to the needs of small-scale farmers.
2. Contribution:
   1. Government: Implement subsidy programs and financial incentives.
   2. Academia and Researchers: Conduct studies to identify cost-effective drone technologies.
   3. Industry and Startups: Develop budget-friendly drone models suitable for agricultural applications.

Introduction

The use of drones, or Unmanned Aerial Vehicles (UAVs), in the agriculture sector has ushered in a new era of precision farming. These versatile flying machines equipped with advanced sensors and cameras have the potential to transform various agricultural activities, resulting in increased productivity, reduced costs, and more sustainable practices.

This chapter explores the history of drones, their components and functioning, the numerous agriculture activities where drones can be employed, the benefits they offer, real-world use cases, challenges in adoption, and possible solutions to fully realize their potential in the agriculture sector.

When embarking on the entrepreneurial journey, it’s essential to craft a Unique Value Proposition (UVP) that sets your business apart in a crowded market. Your UVP should succinctly convey the distinctive benefits your product or service brings to customers, solving their pain points in ways competitors can’t. To develop a compelling UVP, start by delving into your target audience’s challenges and desires. Understand their needs deeply and determine how your offering can address those needs uniquely and effectively. Whether it’s through innovative features, exceptional quality, or a unique approach, your UVP should highlight what makes your solution stand out. Distill this essence into a clear and memorable statement that resonates with your audience.

Fundamentals of Entrepreneurial Success

Entrepreneurship is a complex journey that requires diverse skills and perspectives. A well-structured team brings together individuals with complementary strengths, fostering innovation and problem-solving. A cohesive team can withstand challenges, provide emotional support, and share the burden of both successes and failures. Furthermore, a united team can attract investors, partners, and customers, as the synergy among team members reflects the potential of the business.

Business Plan

A business plan is a comprehensive document that outlines the goals, strategies, and operational details of a business. It serves as a roadmap for the entrepreneur and communicates the business’s value proposition to potential investors, partners, and stakeholders. A well-structured business plan includes sections on executive summary, company description, market analysis, competitive analysis, marketing and sales strategies, organizational structure, product/service description, financial projections, and funding requirements. Creating a business plan not only helps entrepreneurs clarify their vision and goals but also demonstrates a solid understanding of the market and a clear plan for achieving success.

Definition

Entrepreneurship refers to the process of identifying, creating, and pursuing opportunities to develop new products, services, or processes, often involving innovation and risk-taking. It involves the willingness to take calculated risks in order to capitalize on these opportunities. Entrepreneurs are individuals who exhibit a unique mindset, combining creativity, resourcefulness, and resilience to bring their ideas to fruition. Entrepreneurship can manifest in various forms, including starting a new business, introducing novel products to the market, or even implementing innovative strategies within an existing organization. It is a dynamic and evolving concept that plays a vital role in driving economic progress and societal development.

Entrepreneurship plays a vital role in driving economic growth, and its significance in the agriculture and allied industry cannot be overlooked. As the backbone of many economies, agriculture and its allied sectors provide employment to a significant portion of the global population. We shall highlight the benefits of being an entrepreneur in this sector, discuss the different types of entrepreneurs, provide relevant statistics and case studies, and touch upon the factors affecting entrepreneurial behaviour. Additionally, we will examine the current trends and forecast for the next three years in the agricultural entrepreneurship landscape and examine relevant statistics and case studies and shed light on the government’s role in promoting entrepreneurship in the Indian startup ecosystem.

Following are the reasons why must understand topic indepth.

1. Agritech startups have raised over $1 billion in funding in the past 5 years.
2. The Indian agritech market is expected to reach $15 billion by 2025.
3. There are over 1,000 agritech startups in India.
4. The top three agritech sectors in India are precision agriculture, farm management, and farm equipment rental.

An Entrepreneur is an individual who creates a new business, bearing most of the risks and enjoying most of the rewards. The process of setting up a business is known as entrepreneurship. An Entrepreneur is commonly seen as an innovator, a source of new ideas, goods, services and business procedures. Entrepreneurship plays a key role in any economy by using the skills and initiative necessary to anticipate needs and bringing good new ideas to market.

The term “entrepreneur” was coined in America in the late 70’s. A few executives of major corporations in the United States left their jobs to start their own small businesses because the top executives in these companies were not accepting new ideas. Managers who have become entrepreneurs find amazing success in their new businesses. Some of them were dangerous to companies they left a few years ago. This type of businessman came to be known as entrepreneurs. Such a brain drain is a global phenomenon and is not limited to the United States. Industrialists around the world began designing routes and suspending the flight of their most prominent officers. In 1976 Norman Macras wrote to the London Economist that large successful companies should become ‘business partners’’.

An entrepreneur has a wide range of options regarding his or her project in various fields such as product / service, market, technology, equipment, production scale, time division and location. Therefore, the identification of investment opportunities (projects) requires an understanding of one’s work environment, potential investment sensitivity, a hypothetical analysis of various factors and the probability of luck. This chapter deals with the evaluation and evaluation of project ideas, the steps of the project identification process and the consideration of involvement in the identification of new projects by an existing company.

Entrepreneurial climate depends on the existing economic system. Existing social and political establishment and existing economic policies of Government determine the economic system. Entrepreneurial development is largely due to the existence of this economic system. Business development functioning as a new component, economic structure and economic transformation. The economic system varies from country to country, so the business development process varies.

Entrepreneurship means all the activities that a person has to do to start and run businesses in line with social, political and economic changes. Businesses include activities related to consumer likes and dislikes, feelings and behaviors, likes and dislikes and the introduction of business plans to meet all of consumer expectations. Entrepreneurship is seen as a ‘new product’ that will enable entrepreneurs to develop a new type of business organization and new business activities that address the changing needs of the community. 

1. Leading cut flower exporter in the world is Netherlands.
2. Concept of lawn was developed in England.
3. In which garden, arrangement of rocks is main feature Japanese garden.
4. Shrubs or trees planted at regular intervals on boundry for fencing Hedges.
5. The green carpet for the landscape maintained by growing and mowing grasses. Lawn.
6. Thorny fencing plant used as a hedge Inga dulcus.

1. Who was the first Entomologist to the Government of India? Lionel de Niceville.
2. Who succeeded Lefroy and devoted his attention mainly to insect taxonomy and built up an excellent library and a valuable insect collection? T.B. Fletcher.
3. When was the Zoological Survey of India started in the Indian Museum at Calcutta? 1916.
4. Who was the first Plant Protection Adviser to Government of India? Dr. Hem Singh Pruthi.

1.The fine earth covering land surface acts as a reservoir of nutrients and water Soil.
2.The word ‘Soil’ is derived from Latin.
3. Study of origin, classification, morphology of soil is known as Pedology.
4. The study of soils in relation to crop growth Edaphology.
5. The father of Soil Science Dokuchalev.

1.Agronomy is derived from Greek word.
2.Indigenous plough cuts ‘V-shape furrow’.
3.Indigenous plough is a primary tillage implement.
4.The ploughing depth of chisel plough is 60-70 cm.
5.Hoe is an example of secondary tillage implement.
6.Tillage improves soil aeration.

1. Father of agronomy is -Peter Decresenzi.
2. Dr. Biwant Rajis the founder of Relay cropping.
3. The Indian Institute of Farming System Research is located at - Modipuram, Meerut, U.P.
4. Scientific study of mixed cropping was firstly done by -La-Flitze (1928).
5. Relay cropping concept was derived from -Relay race.
6. Natural Resource Management is an example of Sustainable Agriculture.
7. Cropping System is a component of -Farming System.

20.1 Unit Testing in Python Programming

The process of testing wheather a particular unit is working properly or not is called unit testing. A unit test checks small component in your application

Example

def testsum1():

assert sum([1,2,3])==6 def testsum2():

assert sum([1,1,1])==6 #assertion error

testsum1()

testsum2()

20.1.1 Step Involved in Unit Testing

(1) Import unittest from library.

(2) Create a class for test and inherit (unittest.TestCase).

(3) Write the test function in the class.

(4) Call unittest.main()

19.1 Python Turtle Graphics

Turtle is a special feathers of Python. Using Turtle, we can easily draw in a drawing board.

First we import the turtle module. Then create a window, next we create turtle object and using turtle method we can draw in the drawing board.

19.2 Some Turtle Method

Example

from turtle import *

t = Turtle() #object in python

wn=Screen()

wn.title(?my first graphic”)

wn.bgcolor(?yellow”) #color filling in window

t.shape(?turtle”) #turtle shape given

t.color(?red”, “green”)

18.1 Library Introduction

This library contains modules for various types of functionalities. Some commonly use module of python standard library are:

(i) math module: which provides mathematical function to support difference types of calaculations.

(ii) cmath modules: which provides mathematical function for complex number.

(iii) random module: which provides function generation random number.

(iv) staticstics module: which provides mathematical satical function.

(v) urllib module: which provides URL handling function so that you can access websites from within your program.

1. NmPy library, provides some advance math functionalities along with tools to create and manipulate numeric arrays.

2. Scipy library, provides algorithmic and mathematical tools for scientific calculations.

17.1 Modules

• A module is a file containing python definitions and statements.

• A python module is (.py file) containing variables, class definitions, statement and function related to a particular task. The major feature of having module is that its content can be reused in other programs, without having to rewrite or recreate them.

• They are executed only the first time the module name is encounter in an import statement.

Type of modules:

• User defined modules

• Built-in modules

Ex.-array, math, numpy, sys, etc.

16.1 OOP in python

Object-oriented programming (OOP) is a programming language model which organized object and data.

16.1.1 What is Encapsulation

If same variable is reapet in two different palce then which problem is solved using encapsulation it means one variable is making private otherwise program generate error.

16.1.2 Abstraction

Abstraction in Python is the process of hiding the real implementation of an application from the user and emphasizing only on usage of it. For example, consider you have bought a new electronic gadget. Along with the gadget, you get a user guide, instructing how to use the application, but this user guide has no info regarding the internal working of the gadget.

Another example is, when you use TV remote, you do not know how pressing a key in the remote changes the channel internally on the TV. You just know that pressing + volume key will increase the volume.

15.1 Data Visualization

Data visualization is the graphical representation of information and data. By using different visual elements like charts, graphs and maps. Data visualization tool provides easy way to see the understand the data and related trend/pattern.

1. There are multiple tools available for data visualization using which we can perform data visualization.

2. In python we can use a library called “matplot” for data visualization.

3. Python based plotting library “matplotlib” enables us to produce 2D as well as 3D graphics i.e. charts/graphs.

4. Pyplot interface of matplotlib is used for representing 2D graphs.