Agri-input Marketing in India

Agri-input companies played a significant role of transforming the post independence 'ship to mouth' Indian economy, dependent on food grains imports, to become self sufficient. While the food grain availability has been able to keep pace with the growing population, the agri-input usage is contributing to environmental concerns. Though agricultural productivity is declining and environmentalists are questioning the use of agri-inputs, Indian agriculture cannot do away with agri-inputs. Agri-input usage is essential to meet the demands of the Indian population which is expected to cross that of China by 2030 and peak at 1.7 billion in 2060. This book after understanding; the past policy environment, agri-input marketing and promotion strategies both by the government and private companies leading to the current famers' purchase behavior; suggests frameworks for agri-input marketing companies to align their strategies to the new objective of sustainable agriculture. Taking into account the fact that the goal of sustainable agriculture may not be appealing to the farmers, the frameworks work towards building the trust in a phased manner by first promoting cost reduction techniques, followed by profit maximizing techniques before introducing the environmental practices which would ensure sustainability agriculture. This process also hopes to revive the interest of the farmers to agriculture (recent NSSO study has shown that forty percent of the farmers are not interested and would shift if they get another option). At the company level, the book suggests that the agri-input companies should shift from marketing brands to marketing solutions and their salespeople should be seen as farm consultants. An integrated supply model to support this approach is also suggested. Finally, the book suggests that the success of this would depend on some industry level people who can champion the cause and the top management of each company working towards changing the organization culture towards promoting sustainable agriculture. The book would serve as a text for students in the agribusiness management programmes and also as a guide for practicing managers and policy makers.