Digital Transformation in the Spice Sector: An Analytical Study of Cardamom Marketing in Idukki District

Abstract

Idukki District in Kerala, serves as the global hub for high-quality small cardamom production. However, traditional supply chains in this mountainous region remain heavily dependent on multi-tiered intermediary networks and conventional auction systems, which often dilute profits for local growers. In the agriculture industry, digital marketing plays a central role in increasing the profits of cardamom planters. This study investigates the strategic adoption of digital marketing by cardamom planters in Idukki. It explores how modern e-commerce models, social media avenues and electronic business-to-business (B2B) networks can transform traditional trade. Utilizing a mixed-methods research design, empirical data was gathered through a structured survey of cardamom planters across Udumbanchola, Peerumade, Idukki and Devikulam taluks. Growers of cardamom who choose to e-market their product at various stages can benefit from e-marketing. Due to lack of e-NAM execution, e-marketing of agricultural produce is not gaining the necessary traction in those states. A survey conducted among the ranchers adopting this marketing strategy gives a direct evaluation of it. Therefore, a thorough understanding of e-marketing, its advantages, problems and opportunities in this industry is required. This understanding should also include how these innovations can be leveraged for effective marketing. It is therefore necessary to focus on how farmers perceive the benefits and needs of e-marketing. Hence, it is an inducing factor for author to conduct study on digital marketing strategies for cardamom planters in Idukki district also to analyze the opportunities and constraints.