IBPR, SKUAST-K host FGD to Boost Digital Marketing Ecosystem for J&K’s Saffron Industry

Srinagar : The Institute of Business, Policy and Research (IBPR), in collaboration with Advanced Research Station for Saffron and Temperate Seed Spices, Dasu, SKUAST-K, organized a Stakeholder Interaction-cum-Focus Group Discussion (FGD) under the MeitY, GoI sponsored project “e-Marketing Eco-System in J&K”.
The event brought together Experts, Key farmers, Traders and other stakeholders.
Speaking on the occasion, Dr. Sher A. Dar, Head, RSSTSS, Dasu highlighted the pressing challenges including climate change, market failures, etc faced by the saffron sector in the region. He informed participants that the saffron is a novel commodity with Geographical Indication and has wide scope for export earning. He sensitized the participants about the deterioration of saffron ecology and need for technology-led transformation of this enterprise.
He brought out the increasing relevance of digital provisions in connecting farmers, traders, FPOs, and other market actors across the country to ensure better returns.
Prof. S. H. Baba, PI, MeitY project, IBPR, SKUAST-K in his presentation unveiled the untapped potential of speciality crop “Saffron” in the valley. While emphasizing upon the importance of integrating its value chain, Prof. Baba discussed about the emerging imperatives for the sustenance of saffron economy in the region. He explained how SKUAST-K, in partnership with CDAC Kolkata, aims to develop an Electronic Ecosystem including Stakeholder Information System, Real-time Decision Support System and E-Marketing System to facilitate seamless stakeholder connect and trade of this important spice. He informed participants about the recent initiatives taken by SKUAST-K in quality certification, branding, etc. Prof. Baba also outlined the roadmap for on-ground deployment of AI-based tools and stressed the critical role of farmers, traders, FPOs, and other stakeholders.
An interactive session was held to receive inputs from participants on redressal of various contemporary issues in the saffron production and trade. Suggestions for the enhancement of the utility of the proposed system aimed at strengthening the marketing system in J&K were also sought from the participants.
Stakeholders appreciated the activities taken up under MeitY-supported initiatives in establishing a strong digital information base and marketing ecosystem in the region. They noted that such efforts could accelerate the transition toward a transparent, market-driven, and technology-enabled saffron enterprise. Participants also discussed major challenges faced by the community in irrigation management, rodent menace, post-harvest management, information deficits, and shared their varied experiences with existing digital platforms such as IIKSTC, e-NAM, etc.
Participants were informed on the information requirements and procedures for joining the Electronic Market Ecosystem. They also collected vital data on farming practices, marketing constraints, and farmers’ perceptions regarding the usefulness and challenges in adopting digital marketing tools.