Steps in Use Case: Market Linkage
Use Case Step: Awareness about Farmers’ Digital Marketplace


Raghu is a smallholder farmer in India with two acres of land. He grows paddy, wheat and seasonal vegetables. He also has two cows that provide milk for his family and to sell to a local milkman who visits him at his home for collection. Raghu has to travel 30 kilometres to the nearest agro-market, Mandi, to buy seeds, fertilizer and other goods and to sell his produce to the commodity wholesaler, Aratiya, which in turn sells it to big buyers. Raghu feels that income from his farm is not sufficient to provide for his family and his children’s education. He believes he gets too little compensation for his products and often gets fake products sold to him by resellers in the market.

Krishi Vigyan Kendra (KVK or Agriculture Science Centre) is a government-run agriculture extension institution that has a small outreach centre near Raghu’s village. The KVK runs an awareness programme about a Farmers’ Digital Marketplace that helps smallholder farmers like Raghu sell their products directly to buyers, thus avoiding a multitude of middlemen and earning more profit. Raghu learns about the programme by calling a toll-free number and discovers he can register in the Farmers’ Digital Marketplace for free of cost.


The following are some generic transactions to facilitate this step:

  1. Awareness about marketplace service is spread using digital promotional activities
  2. Users can access the service by downloading a mobile app from an online repository (app store)


The following are contextual workflows where the generic transactions support:

  • Awareness programs using Client Communication workflow process advertise new products or services to the prospective customers or users (in this case the farmers
  • Marketplace as an application workflow (mobile or web) to connect buyer and sellers together and to enable them to transact digitally supported by various other application for authentication, verification and supplementary service provision (e.g. transportation service for goods sale)

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