Pantnagar Journal of Research

Abstract

Agriculture is pivotal to India’s economy, providing livelihood to a significant proportion of the population. In Uttarakhand, particularly the Kumaon region, agripreneurship is emerging as a vital mechanism to enhance agricultural productivity and income generation. Agripreneurs bridge traditional farming practices with innovative entrepreneurial approaches, adopting modern marketing techniques to expand market reach and value addition. This study aims to investigate the entrepreneurial marketing practices among agripreneurs in Udham Singh Nagar district of Uttarakhand. The specific objectives include analyzing the socio-economic, psychological, and communication profiles of agripreneurs, evaluating their marketing strategies, and identifying constraints in marketing their products and services. The research involved 157 agripreneurs selected through simple random sampling from four blocks: Rudrapur, Bazpur, Sitarganj, and Khatima. Data was collected via structured questionnaires and analyzed using statistical tools such as frequency, percentage, and correlation analysis. Findings revealed that a majority (60.5%) of agripreneurs were middle-aged, and 68.78% had marginal landholdings. Most respondents exhibited medium levels of information-seeking behavior (68.79%), innovativeness (58.6%), and decision-making ability (66.88%). Agripreneurs faced challenges such as limited market access, inadequate marketing infrastructure, and low awareness of advanced marketing techniques. Addressing these challenges requires targeted interventions, including capacity-building programs, improved market linkages, and financial support. This study highlights the potential of entrepreneurial marketing to transform agriculture in the Kumaon region, enhancing rural livelihoods and contributing to sustainable economic development.