India’s market linkage sector is crucial for connecting producers, especially in agriculture, manufacturing, and retail, with the markets that demand their products. This sector plays an essential role in bridging the gap between supply and demand, enabling businesses to reach wider customer bases while facilitating better pricing, efficiency, and transparency. Market linkage platforms are increasingly leveraging technology to enable smooth and transparent transactions between buyers and sellers, helping businesses expand their reach and optimise their operations.

The sector has seen significant growth, particularly in agriculture, where tech-driven platforms are connecting farmers directly with buyers, eliminating middlemen and improving farmers’ access to better prices. Market linkage solutions in other sectors, such as B2B ecommerce and wholesale distribution, are also gaining traction as businesses look to streamline their supply chains.

The growth of India’s market linkage space is being driven by increasing digitalisation and the demand for supply chain optimisation. The sector is also benefiting from government initiatives that encourage direct selling models and ecommerce, helping businesses expand their market presence.

Key players in the market linkage sector include:

AgroStar: An agri-tech platform that connects farmers with suppliers of agricultural products and services, enabling better yield and income.
FarmLink: A digital marketplace that provides farmers with access to markets for their produce, while also offering logistics and supply chain support.
Udaan: A B2B ecommerce platform that connects small and medium-sized businesses (SMBs) with wholesalers and suppliers, streamlining the supply chain across industries like retail, electronics, and pharmaceuticals.
With increasing digital adoption and the demand for efficient, transparent, and cost-effective solutions, India’s market linkage sector is well-positioned to support the growth of businesses across various industries.

Market Linkage