Agriculture apps or “Agri apps” are mobile applications designed to assist farmers, agricultural professionals and stakeholders in managing various aspects of farming and decision-making. These apps leverage digital technology, providing vital information, tools and services that enhance productivity, efficiency and sustainability in agriculture. A critical segment within this space is Agritech apps, defined as applications that integrate technology into the agricultural production process, encompassing areas like precision farming, crop monitoring and resource management. Separately, Agri output apps are specialized applications that focus on the post-harvest phase, streamlining market access, price discovery and supply chain logistics for agricultural produce. These applications play a transformative role by integrating innovative solutions into traditional farming practices, addressing challenges such as limited access to timely information, market inefficiencies and resource management. With Features ranging from real-time weather updates and soil analysis to market linkages and advisory services, Agri apps empower farmers to optimize yields, reduce losses and adopt sustainable practices. In the context of India’s agricultural sector, which contributes significantly to the economy and global markets, these apps are pivotal in overcoming structural inefficiencies and driving growth through technology-driven improvements.

The research employs an exploratory design, relying on secondary data sources such as app descriptions, user reviews, industry reports and academic papers. Qualitative analysis is used to evaluate the selected apps based on their relevance, innovation and user impact.
 
Review of literature
 
Mobile applications have revolutionized marketing strategies within the agribusiness sector. In a study by Babicheva and Havryliuk (2019), it was noted that mobile applications offer direct communication between farmers and buyers, which significantly enhances the marketing process. The ability to access a wide range of market data, including price trends and demand forecasts, allows farmers to make informed decisions and maximize profits (Babicheva  and Havryliuk, 2019). Furthermore, the adoption of mobile applications has been particularly beneficial for smallholder farmers in developing countries. Hoang (2020) found that mobile phones serve as a vital marketing tool for farmers in Vietnam, enabling them to reach broader markets for their crops. This is especially true for farmers involved in cereal production, where the use of mobile platforms for marketing is growing steadily.
       
The future of mobile applications in agricultural marketing looks promising. With advancements in internet connectivity and mobile technology, more farmers will be able to access these tools, creating new opportunities for market expansion and efficiency improvements. As noted by IBEF (2024), agritech start-ups in India are increasingly focusing on providing digital solutions that bridge the gap between farmers and markets, signalling a shift towards a more digital and interconnected agricultural landscape. Mobile applications have emerged as a powerful tool for enhancing agricultural productivity and knowledge. Barh and Balakrishnan (2018) elaborated various agricultural mobile applications which potentially can be used in farming and allied activities as indicated by their source and usage. In India, there are enormous opportunities for utilizing the smart phones as a part of agribusiness improvement. Its utilization is vital for quick growth and easy access to information to Indian agriculturists, farmers and growers. 
       
Awari (2025) explored that apps have the potential to transform the agricultural sector, particularly in developing countries by providing farmers with access to real time information, expert advice and market linkages, these. However, challenges such as digital literacy, connectivity and data privacy must be addressed to ensure that these technologies reach their full potential. Karthikeyan et al., (2024) reported about the positive feedback from the  users of the TNAU Cattle Expert System Application  on application’s detailed information on cattle protection and disease precautions.
       
Despite the promising advantages, there are several challenges associated with mobile marketing in agriculture. Kalusopa (2005) highlighted that small-scale farmers often face difficulties in accessing reliable internet services, which limits the effective use of mobile applications. Additionally, the digital literacy of farmers is a major barrier, as not all farmers are adept at using smartphones and related applications (Kalusopa, 2005). Meena et al., (2018) highlighted that 60% of farmers do not access any source of information for advanced agricultural technologies resulting in huge adoption gap. Kisan et al., (2025) reported that emphasis had been placed on the supply side rather than the demand side while implementing ambitious ICT interventions in developing countries. Hence, the main focus of the interventions has been the implementation the ICT for Development project and creating infrastructure rather than understanding the impact on the society level and integration of inbuilt checks and balances for sustainability of interventions. 
       
Balkrishna et al., (2020) analysed 73 mobile apps used by Indian farmers in various agricultural sectors viz. farm management, fisheries, poultry, livestock and animal husbandry, food traceability and pure agriculture sectors with a respective availability percentage of apps were 12, 14, 14, 23, 23 and 14%. It was reported that mobile apps are working as a boon for farmers and transforming agriculture but still they have some gaps which should be checked and removed such as unawareness, limited users as most of them are not user friendly.
       
Sivakumar et al., (2022) further noted that while smartphone applications have proven to be beneficial for Indian farmers, the adoption rate is uneven, with some regions lagging behind due to inadequate infrastructure and limited access to mobile networks. This issue is critical in ensuring that mobile marketing tools can be universally accessed and utilized to their full potential.
       
Lokeswari and Kumar (2023) carried out a systematic review of the current trends of mobile applications in farming for rural development. The findings clearly showed that a majority of farmers own and use mobile phones for a variety of purposes however the usage depends on the information, content and mandate of application development. To make agribusiness productive, smooth and respectable it is important that, it should be linked to recent technologies.
       
Shaktawat (2023) concluded in their study that around 26.67 per cent of the farmers uses the learning and reference apps followed by farm management apps (20.00 per cent), market data apps, crop specific app, social connecting apps (13.33 per cent) and, lastly business apps, diseases and pests apps (6.67 per cent). It can aid researchers and marketers in formulating effective strategies to better understand user preferences and requirements. Nandhini et al., (2024) analysed farmers perceptions of digital transformation and showed that willingness to adopt digital marketing was influenced positively by gender, income, education and occupation.
       
Srivastava and Jha (2022) analyzed that having a strong purpose statement on website is highly significant followed by a positioning statement to attract the client’s attention. Clients considered various metrics influencing the Online Personality and USP. Furthermore, results from the multidimensional scaling also showed that having a strong social media presence is exceptionally important for digital marketing agencies.
       
Verma et al., (2025) in their study of farmers in Haryana stated about limited knowledge of digital marketing, especially regarding platforms like E-NAM, marketing websites and Facebook with low knowledge score restricting their ability to utilize digital marketing tools effectively. While they are familiar with social media, its use for agricultural marketing remains minimal. Targeted training on advanced digital marketing concepts including SEO and paid advertising is crucial to enhancing their skills.

Major features and services offered by various Agri Output and AgriTech sector apps
 
Table 1 highlights how Agri output apps create direct market linkages, streamline logistics and enhance financial transparency, reshaping the agricultural landscape. Apps like Agri Bazaar and Bijak facilitate seamless connections between farmers and buyers, ensuring real-time price discovery and reducing dependence on intermediaries. NinjaCart and DeHaat Kisan optimize supply chains for perishable goods through cold storage solutions and demand forecasting, minimizing losses and improving efficiency. Direct-to-consumer platforms like Farmizen and AgriBolo cater to niche markets, strengthening urban-rural linkages by providing fresh produce directly to consumers. Additionally, these platforms empower farmers with secure transactions, buyer ratings and digital records, fostering transparency, trust and improved income opportunities in agricultural markets.


       
Table 2 highlights how Agritech apps provide tailored advisory services, pest management, input supply and market access, transforming Indian agriculture. Apps like Krishi Network and Plantix empower farmers with localized advice and AI-based diagnostics, helping reduce losses and enhance yields. BigHaat and IFFCO Kisan streamline input procurement with quality assurance, ensuring access to reliable agricultural inputs. Meanwhile, Gramophone and KisanKonnect strengthen market linkages, enabling farmers to sell their produce at competitive prices. Educational platforms like BharatAgri focus on community building and knowledge sharing, fostering informed decision-making among farmers. Collectively, these apps boost productivity, improve farmer incomes and promote sustainability, driving digital transformation in Indian agriculture.

​
 
Unique selling proposition and marketing strategies of various agri output and agritech sector apps
 
Table 3 highlights how Agri output apps like Agri Bazaar, Farmizen, AgriBolo, DeHaat Kisan, NinjaCart, Bijak and KhetiGaadi differentiate themselves through unique USPs such as digital marketplaces, organic farming, B2B Transparency and machinery access. Their marketing strategies include influencer campaigns, grassroots outreach and strategic partnerships, ensuring they cater to diverse farmer needs. By leveraging technology, these apps enhance market access, streamline logistics and provide tailored services, ultimately empowering farmers with innovative, user-centric solutions that improve efficiency, profitability and sustainability in agriculture.

​
       
Table 4 highlights the rapid evolution of the Agritech sector in India, with diverse apps offering unique features and tailored marketing strategies. Apps like Krishi Network and BharatAgri emphasize community engagement and personalized advisory services, while Plantix and Gramophone utilize AI and data analytics for crop management. Their marketing strategies range from social media and content marketing to SMS campaigns and referral programs, catering to different user segments. Findings suggest that apps targeting rural farmers rely on direct communication methods whereas tech-savvy users are engaged through digital marketing. These insights underscore the importance of strong USPs and effective marketing in driving app adoption and enhancing agricultural productivity.

​
 
Downloads, ratings and reviews of output sector and Agritech sector apps
 
Table 5 presents insights into the downloads, ratings and user reviews of major Agri output apps, reflecting their reach and user satisfaction. Apps like KhetiGaadi (1M+ downloads) and Bijak (500k+ downloads, 4.3 rating) have gained significant traction due to their specialized services, such as machinery insights and transaction transparency. Farmizen and DeHaat Kisan (100k+ downloads, 4.0 rating) receive positive feedback for their organic produce and localized agricultural support. While NinjaCart (500k+ downloads, 3.4 rating) is appreciated for its payment system and logistics, Agri Bazaar and AgriBolo provide essential features like mandi prices, weather updates and direct market access. These insights highlight the growing adoption of digital solutions in agriculture, driven by reliable services and user-friendly platforms.

​
       
Table 6 provides an overview of the downloads, ratings and user reviews of leading Agritech apps, showcasing their impact on digital agriculture. Apps like Plantix (10M+ downloads, 4.1 rating) and Krishi Network (1M+ downloads, 4.5 rating) are widely used for crop diagnostics, weather updates and expert agricultural advice. AgriApp (1M+ downloads, 4.3 rating) and BigHaat (1M+ downloads, 4.4 rating) are valued for their detailed input recommendations, drone services and quality product assurance. Meanwhile, Gramophone (500k+ downloads, 4.5 rating) and BharatAgri (1M+ downloads, 4.2 rating) receive praise for their affordable input prices, expert consultations and user-friendly platforms. While IFFCO Kisan (500k+ downloads, 3.1 rating) offers precision farming solutions, Kisan Konnect (1M+ downloads, 4.1 rating) focuses on direct farm-to-consumer fresh produce delivery. These findings highlight the growing adoption of agritech solutions, driven by AI-based advisory, quality input supply and farmer-friendly services.

​
 
Reach issues faced by users in the use of agri apps
 
Based on the reviews posted by users on Google Play store, major reach issues were identified which are presented as below:
• Users experience performance issues, such as slow loading times, difficulties in updating profiles or app crashes.
• Product accessibility and tracking issues lead to user dissatisfaction, suggesting a need for better inventory  management and timely notifications.
• The absence of multilingual support limits the app’s reach in diverse linguistic regions.
• Security concerns around transaction safety and transparency hinder user trust, highlighting the need for enhanced security protocols and clearer communication.
 
Suggestions for development of agri apps
 
Following suggestions are given based on the study as below:
• It is important to ensure app stability and usability through regular updates and testing.
• Multilingual support must be provided in Agri apps to improve accessibility.
• Apps should have features for to introduce real-time tracking for streamlined logistics and order management.
• Apps should focus on strengthening customer support with in-app chat and helplines.
• Efforts should be made to use data-driven insights to prioritize improvements and address recurring issues by Agri apps.

Agri apps play a vital role in transforming the agriculture sector. The assessment of various agri apps highlights their crucial role in enhancing market access, providing personalized advisory services and improving supply chain efficiency for farmers. Key features such as real-time price discovery and direct-to-consumer sales help eliminate intermediaries, allowing farmers to earn higher profits and build trust through transparent transactions. The unique selling propositions (USPs) of these apps, including convenience, tailored advice and regional language support, are effectively communicated through digital marketing strategies that leverage social media, partnerships and grassroots outreach. However, challenges such as app functionality, security concerns and limited language options affect user engagement. To address these issues agri apps should integrate services like drone spraying with their digital market places, enhance user communication through personalized advisory options and create social platforms for farmer-expert connections. Improving app performance, implementing multilingual support and prioritizing security will help agri apps expand their reach and ensure competitiveness in the evolving agritech landscape.

All authors declared that there is no conflict of interest.