Assessment of Awareness Level of e-NAM among the Jute Farmers of Cooch Behar District in West Bengal

Background: The government of India launched e-NAM in 2016 with the concept to unify nationwide agricultural markets by creating a central online platform. More than six years have passed since the inception of the scheme, yet the studies claim the unawareness among stakeholders regarding e-NAM. Thus, the present study is an attempt to assess the level of awareness about e-NAM in the Cooch Behar district of West Bengal among Jute farmers. Methods: The study was conducted with the help of primary data collected from 80 farmers of Cooch Behar district, selected through a multistage sampling technique. Awareness level is operationalised on a percentage basis and logistic regression is used to examine the factors affecting awareness about e-NAM. Result: The findings revealed that 56.25 per cent of sample farmers were found unaware, 23.75 per cent were moderately aware and 20 per cent were aware of the e-NAM. The farmers were unaware of the basic facilities and technologies available under e-NAM. The significant factors affecting awareness are access to market information, education level, distance to the nearest mandi and participation at training/awareness camps. The concerned APMCs should put extra effort into raising awareness of e-marketing.