India has made significant advances towards achieving its goals of rapid agricultural growth, improving food security, and reducing rural poverty during the last six decades. Policy support; technological interventions and production strategies, public investment in infrastructure, research and extension for crops, livestock and fisheries; institutional changes have significantly helped in increasing the agricultural productivity (Kumar and Mittal, 2006) and improvement in performance of agriculture (Chand and Srivatsva, 2016). These policies were immensely successful and by the mid-seventies, India had become virtually self-sufficient in production of food grains and impressive gains have been made in the production of milk and sugar. However, agricultural marketing did not receive the required and adequate attention. As per the recommendation of the National Farmers Commission (2004), that a regulated market should be available to farmers within a radius of 5 Km (corresponding market area of about 80 square km.). However, presently all-India average area served by a regulated market is 487.40 square km. The number of commodity specific markets with requisite infrastructure is also limited. The post-harvest management and development of efficient markets and supply chains have largely been neglected in policymaking. Besides, existing agricultural marketing system suffers from inefficiency, disconnect between the prices received by producers and the prices paid by consumers, fragmented marketing channels, poor infrastructure and policy distortions (Chand, 2012). While the future of India's food security rests on small farms, the land-based livelihoods are becoming untenable for the majority of smallholders (< 2ha) not only because of their limited scale but also due to a number of constraints they face in their endeavor to enhance farm incomes such as high cost of inputs and raising cost of production, poor access to markets, realizing low prices for their produce and thus low income from crop cultivation, etc. Realizing the need to pay special attention to the plight of the farmers, Union Government changes the name of Ministry of Agriculture to Ministry of Agriculture and Farmers Welfare in 2015. Further, goal was set to double farmers' income by 2022-23 to promote farmers' welfare, reduce agrarian distress and bring parity between income of farmers and those working in non-agricultural professions (Chand, 2017). One of the important ways to achieve the GOI's goal of doubling the farmers' income by the year 2022 is through better price realization to their harvest through upgrading traditional agricultural produce market to electronic markets (Chand, 2016; Acharya, et al., 2012; Athawale, 2014; Reddy, 2016). The current policy focus on doubling farmers' income can also achieve its desired objectives only by improving and vastly redesigning the existing marketing system in the country (Sekhar, 2017).