Empowering Youth in Agriculture for a Sustainable and Prosperous India

Authors

  • R. Kamaraj Associate Professor, School of Commerce Vel Tech Rangarajan Dr Sagunthala R and D Institute of Science and Technology (Deemed to be University), Avadi, Chennai, India Author
  • K. Karpagambigai Associate Professor, School of Commerce Vel Tech Rangarajan Dr Sagunthala R and D Institute of Science and Technology (Deemed to be University), Avadi, Chennai, India Author
  • K. Aswini Associate Professor, School of Commerce Vel Tech Rangarajan Dr Sagunthala R and D Institute of Science and Technology (Deemed to be University) Avadi, Chennai, India Author
  • N. Geetha Assistant Professor, Department of Economics Valliammal College for Women, Chennai, India Author
  • S. Vimali Assistant Professor School of Commerce, Veltech Rangarajan Dr Sagunthala R and D Institute of Science and Technology (Deemed to be University), Avadi, Chennai, India Author
  • D. Jeevarathinam Assistant Professor, Department of Economics, School of Commerce Vel Tech Rangarajan Dr Sagunthala R&D Institute of Science and Technology (Deemed to be University), Avadi, Chennai, India Author
  • L. Vijayakumar Assistant Professor School of Commerce, Veltech Rangarajan Dr Sagunthala R and D Institute of Science and Technology (Deemed to be University), Avadi, Chennai, India Author

DOI:

https://doi.org/10.61336/cjmr.1604.04

Keywords:

Agri-Business, Sustainable Development, Retaining Youth, Capacity Building of Youth, Migration

Abstract

India currently boasts the largest population of youth worldwide. Just approximately 5% of rural youngsters are currently employed in agriculture, and if given the option, 2/5 of farmers would give up their livelihood. A worrying 45 percent of young people from rural areas go to cities. One of the most effective ways to draw and keep young people in farming is to make agriculture more sustainable by providing them with viable economic options. This would assist in resolving the young unemployment and migration crisis. Young people must be employed in the agricultural sector in order to increase agro-produce and economy. Because of the higher capacity of adapting to change of idea, concept, and/or techniques—crucial for the transformation of how agribusiness is conducted—young people can be the ideal catalyst to change negative perception of those working in agriculture, especially in villages. This work explores the reasons why people choose not to pursue agriculture as a source of income as well as tactics for enticing and keeping young people in the industry.

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Published

09-10-2026

How to Cite

Empowering Youth in Agriculture for a Sustainable and Prosperous India. (2026). Canadian Journal of Marketing Research, 16(4), 29-33. https://doi.org/10.61336/cjmr.1604.04

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