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This paper aims to examine the performance of marginalized farmers in supply relationships with agri-tech firms in emerging rural agricultural economies. The complex relationship among the suppliers, dual relationship and knowledge transfer (KT) was studied. This paper empirically investigates the relationship between KT and supplier’s performance improvement (SPI) via buyer–supplier relationship (BSR).

Grounded on agency theory, a conceptual framework has been proposed to identify the mediation effect of BSR. The context deals with suppliers who are farmers in developing nations. The hypotheses were tested using confirmatory factor analysis and structural equation with a sample of 121 marginalized farmers from Indian states. The data was collected using a survey instrument designed by adapting the well-cited and validated measures. These marginalized farmers worked in collaboration with the agri-tech firms facilitating them with the KT.

The relationships established from the results also indicate the fact that KT is a powerful tool to make connections with farmers that lead to their performance improvement. The KT was found as a driver to improve performance (SPI) and the BSR acted as a positive mediator in this study. The complex relationships among the KT, BSR and SPI hold.

This paper can be subscribed to various nuanced understandings of the agricultural supply chain context in emerging economies, in the specialized cases where farmers belong to the marginalized communities. This study has the scope to replicate using a mixed-method approach in emerging economies beyond India. It also advances the agency theory literature in the supply chain discipline of emerging rural economies.

This study offers strategic implications for agri-tech practitioners, policymakers and academic debate. The marginalized farmers with KT and improved BSR can become a part of the mainstream value chain, their debts can be reduced, suicides can be prevented and the quality of their family life can be significantly improved.

This study makes a unique contribution by investigating how the agri-tech firms (non-traditional buyer) and supplier relationship and KT helps improve the economic sustainability of smallholder farmers in India. The authors immersed themselves in fieldwork by interacting and meeting in person with 121 farmers residing in the remotest of the remote rural areas across multiple states of India. This resulted in the collection of authentic data and capturing the ground realities from one of the fastest-growing and largest emerging economies.

Theorising from a resource-based view perspective, the intersection of supply chain management and the use of information technology (IT) has been investigated in this study. This paper aims to investigate supply chain performance (SCP) as an essential outcome of the use of IT and explores the effect of supply chain collaboration (SCC) on SCP. In addition, volume uncertainty (VU) has been explored and tested to establish whether various associated uncertainties can be mitigated when the use of IT is involved.

A sample of 121 senior executives from agri-tech firms was collected by travelling and meeting the executives in person in various states of India. Structural equation modelling was used to test the hypothesized relationship of VU to SCP via the use of IT and SCC.

The results show that VU significantly impacts SCC via the use of IT and SCP via SCC. The use of IT positively and significantly impacts SCP via SCC.

Witnessing the potential benefits of the emerging use of IT in the uncertainty reduction as reported in this study, agri-tech firms operating in emerging rural and agricultural economies can enhance SCC to improve SCP.

This study unfolds how risks in agricultural supply chains (ASCs) sourced because the VU can be mitigated through the use of IT and SCC to influence SCP in rural agricultural and developing economies.

VU at agri-tech firms and farmers is a ground reality that has led to an inability to plan and prepare, resulting in wastages and disruptions in ASCs and farmers’ struggles.