Agri-input Marketing in India

Agri-input companies have played a significant role in transforming the post-Independence “ship-to-mouth” Indian economy, dependent on food grain imports, into a self-sufficient economy. Though agricultural productivity is declining and environmentalists are questioning the use of agri-inputs, Indian agriculture cannot do away with agri-inputs. This book, after understanding the past policy environment, agri-input marketing and promotion strategies of both the government and private companies, suggests frameworks for agri-input marketing companies to align their strategies to the new objective of sustainable agriculture.

The book will serve as a text for students in the agribusiness management programmes and also as a guide for practicing managers and policy makers.

Table of Contents

• List of Tables
• List of Figures
• List of Boxes and Exhibits
• Foreword Ireena Vittal
• Preface
• Acknowledgments
• Introduction: Agri-input Market at Crossroads

I: The Past

• Agricultural Situation in India and Agri-inputs
• Land: The Fixed Factor of Production
• Government Policies: Creating an Environment for Input Usage
• Improve Agronomic Potential
• Infrastructure Development: Removing Constraints
• Agricultural Extension Programs in India
• Adoption: The Beginning of the Agri-input Sector

II: The Present

• Agri-input Market: Current Competitive Situation
• Buying Behavior for Inputs
• Impact of Agri-input Usage in India

III: The Future

• Sustainable Agriculture: New Objective
• Strategies for Agri-input Marketing (Basis for Positioning Strategy)
• Technical Knowledge-based Marketing (Basis for Product and Pricing Strategy)
• Building Trust through Knowledge Transfer (Basis for Promotion Strategy)
• Integrated Agri-input Supply Model (Basis for Place Strategy)
• Future Directions (Implementation Aspects)
• Bibliography
• Profile of Industry Experts Who Shared Their Views on the Subject
• Author Index
• Subject Index