Parul Jain1 and Suhasini Verma2
1 Department of Management Studies, GL Bajaj Group of Institutions, Mathura-281001 (UP), India
2 Department of Business Administration, Faculty of Management, Commerce and Arts, Manipal University Jaipur, 303007, Jaipur (Rajasthan), India
Jain, P. & Verma, S. (2026). Unlocking the global potential of vetiver: Integrating digital technologies for economic growth in India. Bulg. J. Agric. Sci., 32(3), 494–503
Background: Agriculture serves as a critical driver of economic growth in developing countries like India. India’s tropical climate is highly suitable for vetiver cultivation, a crop with significant global demand. However, despite its potential, the vetiver industry in India faces challenges in marketing and commercialization, limiting its ability to tap into lucrative domestic and international demand. This study investigates the economic potential of vetiver grass across three key sectors: root sales, handicrafts, and essential oil in domestic (India) and global markets and analyses use of digital technologies like blockchain, e-commerce platforms and social media to address the marketing and commercialisation issues.
Method: This descriptive study uses secondary data to assess economic potential of vetiver across value chain- roots, handicraft and essential oils. It also uses articles, literature, reports and secondary data to analyse how digital technologies can help vetiver producers to market their products and to sell their products not only in the domestic market, but also in global markets.
Results: The study found that the integration of digital tools, including e-commerce platforms, blockchain, and digital marketing, offers a working solution to these challenges. These technologies have the potential to address bottlenecks in marketing and distribution, ensuring the increased profitability of vetiver products in developing countries like India. The study provides actionable insights for stakeholders, to integrate the digital economy tools in marketing and consumer outreach of the vetiver products to improve the economic conditions of agricultural communities in India.