Anita Patra

Professor, School of Management · Centurion University of Technology and Management, Odisha · India

Anita studies rural agricultural marketing and smallholder livelihoods, with a focus on how tribal and hill-district farmers in Odisha access markets outside traditional intermediary networks.

1 published paper

Direct Farmer to Consumer Marketing Opportunities and Barriers

A survey of 40 farmers in Odisha's hilly Gajapati district finds every single one sells exclusively via informal roadside stalls, with poor transport as the dominant barrier — and not one has ever received government or institutional marketing support.

Farm EconomicsAgricultural MarketingIndiaSmallholder Livelihoods

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1 field note

Field notes8 min read

Every Single Farmer Here Sells the Same Way: Roadside

A survey of 40 farmers in Odisha's Gajapati district found 100% of them selling exclusively at the roadside, with zero cooperative marketing, zero digital platforms, and zero government support reaching any of them — not a diversified picture, a completely uniform one.

By Anita PatraFrom the paper: Direct Farmer to Consumer Marketing Opportunities and Barriers →