Advances in Research

India’s rich tradition of medicinal plants has sustained rural economies and health systems, with Ayurvedic herbs playing a central role. Gujarat, with its Agro-ecological diversity and increasing farmer awareness, has emerged as a key state for herbal cultivation. Despite the transformative potential of digital platforms in agricultural marketing, the uptake among small and marginal Ayurvedic herb farmers remains limited. This study investigates the extent of digital adoption and explores the socio-

economic profiles and opportunities and challenges faced by herbal farmers in transitioning to online marketplaces.

Conducted across ten districts of Gujarat with a sample of 200 farmers, the study employed structured questionnaires, semi-structured interviews, and focus group discussions to gather quantitative and qualitative data. Analytical methods included percentage analysis, weighted average means, and Garrett ranking.

Findings reveal that most farmers are aged 41–60, have only primary education and operate on small landholdings with limited digital exposure. While awareness of online platforms is growing, adoption remains low due to digital illiteracy, poor internet connectivity, lack of institutional support, and trust issues in digital transactions. Farmers recognize the potential of online platforms for market expansion and better pricing but require targeted training, infrastructural improvements, and policy support. The study highlights the need for an integrated approach to enhance digital participation and improve livelihood outcomes for Ayurvedic herb growers in rural India.