Article Abstract

The present study examines how data-driven technologies and organisational enablers collectively enhance agricultural supply chain performance in Northern India. Digital transformation driven by tools such as IoT, artificial intelligence, and big data analytics has been reshaping traditional farming into an intelligent data-centric ecosystem. This research investigates the influence of key DT success factors, i.e., culture, technology, customer orientation, and human skills & capabilities on agricultural supply chain performance. A structured questionnaire survey was conducted among 900 respondents from the northern Indian states of Punjab, Haryana, and Jammu & Kashmir. The study employs Smart-PLS-SEM analysis to evaluate the relationships among key constructs. Findings reveal that all four success factors significantly and positively influence agricultural supply chain performance. The results underscore that data analytics enables farmers and supply chain stakeholders to make informed, data-driven decisions that optimise productivity, resource utilisation, and sustainability. Furthermore, the integration of technologies such as IoT, AI, and predictive analytics enhances transparency, traceability, and resilience across the supply chain. This study contributes to the growing discourse on digital agriculture by providing empirical evidence that data analytics serves not merely as a tool but as a strategic enabler of transformation, supporting policymakers and practitioners in advancing rural digital ecosystems.
Keywords: Data Analytics, Agriculture Supply Chains, Digital Transformation