The study was conducted on innovative practices namely Intelligent Advisory System for Farmers (IASF) and Enterprise Facilitation Centres (EFCs) in East Khasi Hills District of Meghalaya with an attempt to identify the innovative agricultural extension practices in the state which are more effective and reachable to the grassroots level. Simple random sampling method was followed in selecting forty farmers from each of the two selected innovative practices launched in Meghalaya. Data was collected using a structured interview schedule. Statistical tools such as mean, standard deviation, frequency and percentage were used for the study. The results showed that out of total respondents selected for the study 80% farmers perceived that IASF had increased their knowledge of agricultural practices, 20% farmers reported cost and time saving and 27% percent farmers reported influence in their decision making ability through &lsquo;Mobile Crop Doctor&rsquo;. Similarly, it was found that 60% farmers received capacity building support from EFCs, 33% farmers reported influence in their decision making ability and 27% famers had a better access to credit with the help of EFCs. &nbsp;However, these practices had been introduced recently in the state and are in its nascent stage, therefore more awareness on the benefits of using ICTs should be given to farmers along with better training and capacity building to encourage and enable them to utilise the benefits of ICTs and improve their farming practices.

Innovative extension practices in East Khasi Hills&nbsp;district of Meghalaya: A case study

<div>Background: Agriculture apps or Agri apps, are mobile platforms designed to assist farmers and agricultural stakeholders in managing various aspects of farming by providing essential tools, information, and services. These apps harness digital technologies to enhance productivity, efficiency, and sustainability in agriculture. Agri output apps primarily focus on market linkages and logistics, directly connecting farmers with buyers, while Agri tech apps offer advisory services, input procurement, and data-driven solutions to optimize farming practices. 
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Methods: The present study 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. The paper identifies key features, unique selling propositions (USPs), and challenges in adoption. 
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Result: It was found that Marketing strategies for these apps encompass grassroots outreach, social media engagement, and referral programs to address diverse user needs. While rural farmers are engaged through direct communication, tech-savvy users are targeted through online marketing. However, it was found that challenges such as technical issues, limited language support, order tracking difficulties, and security concerns affect user engagement and trust. By enhancing app functionality, offering multilingual support, optimizing logistics, and strengthening security measures, these challenges can be mitigated, enabling agri apps to better empower farmers with real-time updates, expert advisory services, and access to quality agricultural inputs, thereby reducing reliance on costly intermediaries and improving overall farm productivity.</div>

Innovative extension practices in East Khasi Hills district of Meghalaya: A case study

Marketing Strategies and Issues in Agri Output and Agritech Mobile Apps: An Exploratory Analysis