Asian Journal of Agricultural Extension, Economics & Sociology

Agricultural marketing plays a vital role in improving farmers' income and ensuring the efficient movement of agricultural commodities from producers to consumers. In the horticulture-dominated Kashmir Valley, efficient marketing systems are particularly important because of the perishable nature and high economic value of fruits and vegetables. However, inadequate marketing infrastructure, limited digital adoption, and inefficient market linkages continue to constrain market performance. The present study assessed the implementation status of the electronic National Agriculture Market (e-NAM) with an emphasis on technology adoption, operational efficiency, infrastructure development, and stakeholder perceptions regarding investment in agricultural marketing infrastructure in the Kashmir Valley. The study was based on both primary and secondary data. Primary data were collected through a structured questionnaire survey of 200 respondents across 10 selected APMC mandis, while secondary data were obtained from official reports, market records, and the e-NAM portal. Descriptive statistical tools, including percentages and tabular analysis, were employed for data analysis. The findings revealed that 75% of respondents perceived that e-NAM improved market transparency, while 70% reported better price discovery. According to the respondents, farmers were perceived to be the most active participants on the e-NAM platform (80%), whereas the active participation of traders (30%), commission agents (20%), and Farmer Producer Organizations (25%) was perceived to be comparatively limited. Respondents identified inadequate infrastructure, low stakeholder awareness, and limited digital literacy as the major constraints affecting the wider adoption of e-NAM. Stakeholders further prioritised investments in cold storage, grading facilities, and refrigerated transportation to strengthen agricultural marketing systems. The study concludes that strengthening physical and digital marketing infrastructure, enhancing stakeholder awareness and technical capacity, and promoting Public–Private Partnership (PPP)-based investments are likely to facilitate the wider adoption of e-NAM and improve agricultural marketing efficiency in the Kashmir Valley.