Dr. Jayaraghavendra Rao

Job Title

Name of Organization

Primary Email

Principal Scientist & Head, Division of Social Science & Training

Indian Institute of Horticultural Research (ICAR), Bengaluru-560089, Karnataka, India

[email protected]

Brief Biography

Dr. Jayaraghavendra Rao obtained a Bachelor’s degree in Agriculture and a Master’s degree in Agricultural Extension from the University of Agricultural Sciences, Bengaluru. He holds a Doctorate from the Indian Agricultural Research Institute (IARI), New Delhi, and an MBA from IGNOU. With 40 years of experience in various fields of rural development, he has worked with NGOs, Grameen Bank (microfinance), and Vijaya Bank (agricultural finance). Currently, he serves as a Principal Scientist (Agricultural Extension) at ICAR, focusing on teaching, research, extension, and training.
https://www.linkedin.com/in/dr-v-k-jayaraghavendra-rao-52b27049 

Field of Interests

His interests include ICT for rural development, and he developed the Android-based app ARKA VYAPAR, a direct marketing platform. He also runs a YouTube broadcast channel called ARKA SAMACHAR. His expertise spans content development, multimedia, web design and hosting, market intelligence, participatory rural appraisal, technology assessment, and refinement.

Fields of Expertise

  • Adaptive Management
  • Agriculture
  • Agricultural Economics
  • Business Administration
  • Community Development
  • Digital Technology, AI, IoT
  • Gender Equity and Equality
  • Information and Communication Technology
  • Integrated Rural Development
  • Knowledge Management
  • Livelihoods and Social Issues
  • Markets, Value Chain and Trade
  • Rural Development
  • Rural Entrepreneurship
  • Social Sciences
  • Strategic Planning
  • Training & Education
  • Other

Current Research Projects

Development of an ICT interface for creating an Android-based direct marketing app, focusing on the study of input factorization and output commercialization of Farmer Producer Organizations (FPOs).

Key Publications

  1. R. Venkattakumar, C. Vasanthi, V.K. Jayaraghavendra Rao, G.A. Atheequlla, and H.R. Ramya. (2023). “Organizational Capacity Assessment of Community-Based Organizations – A Theoretical Orientation.” Indian Research Journal of Extension Education, 23(1), January-March 2023, pp. 1-5.
    (Received: 10.09.2022, Accepted: 26.12.2022, Published Online: 01.01.2023)
    [DOI: 10.54986/irjee/2023/Jan_mar/1-5]

  2. P. Chandrasekhara, Jayaraghavendra Rao V.K., Venkattakumar R., and Gajanana T.M. (2021). “Agricultural Marketing Strategies During COVID-19.” Kurukshetra, 69(11), September 2021, pp. 42-46.

  3. V.K. Jayaraghavendra Rao. (2022). “Natural Farming.” Agriculture & Industry Survey, July 2022, pp. 24-26.

  4. V.K. Jayaraghavendra Rao. (2021). “New Farm Bills 2020 – Panacea for Assured Income and Market-Driven Agriculture: Volatility Approach.” Agriculture & Industry Survey, December 2021, pp. 14-15.

  5. Sandhya Shenoy, V.K. Jayaraghavendra Rao, and B. Kalyani. (2016). “Media Research and Strategies for Efficient Utilization of Information and Communication Technologies for Bridging Knowledge Gaps of Farm Women.” International Journal of Research in Commerce, IT, Engineering and Social Sciences, 4(8), pp. 1-6. ISSN: 2349-7798.

  6. Girijesh Singh Mahra, Pardeep Kumar, Chandan Solanki, S.K. Kaushik, Rekha Tewari, and V.K. Jayaraghavendra Rao. (2015). “Identifying Grassroot Problems and Generating Sustainable Solutions through Participatory Rural Appraisal.” Indian Research Journal of Extension Education, 15(4 Special Issue), pp. 198-208.

  7. V.K. Jayaraghavendra Rao, R. Venkattakumar, C.K. Narayana, and C. Vasanthi. (2022). “Farmers’ Empowerment and Entrepreneurial Development through FPOs and Startups.” NIPA® GENX Electronic Resources & Solutions Pvt. Ltd., New Delhi. ISBN: 978-81-19215-51-5, pp. 240.

  8. Jayaraghavendra Rao, V.K., Ramya H.R., Attuluri Srinivasa Charyulu, Sharath Kumar P., and Navaneetha R. (2024). “Training Manual on Mobile Journalism.” Manage, India. ISBN: 978-81-19663-33-0, pp. 91. © 2024 ICAR-Indian Institute of Horticultural Research (IIHR), Bengaluru & National Institute of Agricultural Extension Management (MANAGE), Hyderabad, India.

  9. V.K. Jayaraghavendra Rao. (2022). “Supply Chain Management: Issues & Success with Reference to Horticultural Crops.” In Advances in Agricultural Marketing and Value Chain Management, Edited by Ujjwal Kumar, A. Mukherjee, D.K. Singh, R.K. Raman, and Kumari Shubha, International Books & Periodical Supply Service, pp. 83-93.

  10. Ramya H.R., V.K. Jayaraghavendra Rao, K. Sai Maheshwari, Sushrirekha Das, and Uday Kumar G. (2023). “Livelihood Opportunities in Horticulture: Promoting Women Hortipreneurs.” [E-book] IIHR, Bengaluru & National Institute of Agricultural Extension Management, Hyderabad, India. Edition: 2023. ISBN: 978-93-91668-78-5, pp. 110.

  11. Surya Rathore, V.K. Jayaraghavendra Rao, and B.S. Sontakki. (2022). “Sprouting Start-Up Culture Among Agri-Graduates: Way Forward.” In Agri-Business Opportunities in North-East India, Edited by Govindasamy Kadirvel, Subhra Saikat Roy, Sandeep Ghatak, and Vinay Kumar Mishra, pp. 20-35.

  12. Bharat Sontakki, Purushottaman Venkatesan, and Jayaraghavendra Rao V.K. (2019). “Participatory Rural Appraisal (PRA): Tools & Techniques.” In Challenges and Emerging Opportunities in Indian Agriculture, Edited by Ch. Srinivasa Rao, Senthil Vinayagam, and P.C. Meena, NAARM Publications, Hyderabad, India.

  13. V.K. Jayaraghavendra Rao. (2016). “Organizing Market-Led Extension in Horticulture for Less-Favoured Areas (NEH).” In Trends in Sustainable Horticulture: Diversity, Production and Crop Improvement, Volume 1, Edited by Debashish Mandal, Amritesh C. Shukla, and Wasim Siddiqui, Apple Academic Press, USA.

Postal Address

FLAT NO 702, CONCORDE SPRING MEADOWS,OPP BONE MILL,CHIKKASANDRA BENGALURU-560057

Phone Number

+ 91 9440034845

(c) CIRDAP – all rights reserved

(c) CIRDAP – all rights reserved

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