Out of 138 million Indian farm holdings, around 85 percent belongs to small and marginal farmers and their
performance is essential for ensuring food security .The declining farm returns, scarcity of natural resources
and widening technology divide have made farmers to quit farming or look for alternative livelihood activities.
To accelerate the technology transfer and to bridge the information asymmetry, the Information and
Communication Technology (ICT) tools such as Mobile phones, Computers and Internet have tremendous
potential. Among the ICT tools, with increasing mobile ownership of 951.37 million, Mobile technology has
many more advantages such as personalized information sharing, instant delivery of message, mobility of
devices and cheaper cost for deployment than any other ICT devices such as computers, Internet etc., Mobile
technology also facilitates reduced travel cost, market information seeking cost there by ensures transparent
trade practices. The mobile technology could function as a key for accelerating the farm profitability of small
growers in the present digital technology era. At the same time farmer’s extent of participation in the market
advisory services depends on the attitude of the farmer.