Abstract
In the era of rapid technological advancement, agriculture is undergoing a silent revolution driven by grassroots innovation. This paper explores the journey of Sujith, a progressive farmer from Kerala, India, who has transformed traditional farming into a dynamic entrepreneurial venture through the strategic use of technology and digital media. Sujith’s story is not only one of resilience and adaptation but also a model for future agripreneurs seeking to bridge the urban-rural digital divide.
By integrating small-scale machinery, IoT-enabled soil monitoring, and solar-based irrigation systems, Sujith enhanced productivity and sustainability on his farm. Simultaneously, he leveraged platforms like YouTube to document his farming methods, equipment reviews, and visits to expos such as the Manorama Quickerala Machinery Trade Expo 2024. His engaging content has attracted thousands of subscribers and sponsorships, creating a revenue stream independent of crop cycles.
This dual role as a farmer and digital creator demonstrates the potential of tech-enabled agri-entrepreneurship in empowering rural communities. The paper presents a qualitative case study analysis focusing on his methods, digital strategies, community outreach, and challenges faced. The case concludes with implications for policymakers, educators, and aspiring agripreneurs. Sujith’s model offers a scalable and replicable framework for sustainable, tech-integrated agricultural entrepreneurship, emphasizing the importance of digital literacy, innovation, and storytelling in redefining the future of farming.
KEYWORDS
Agripreneurship, Rural Innovation, Digital Farming, Sustainable Agriculture, Technology Adoption, YouTube Farmer,
Indhumathi Chandrasekaran1, Reshmi Alex2*
1Associate Professor, Department of Commerce with Computer Applications, PSG College of Arts & Science, Coimbatore-Tamil Nadu, India
2Research Scholar, Department of Commerce with Computer Applications, PSG College of Arts & Science, Coimbatore-Tamil Nadu, India