About the Client
The leading Indian agrochemical company which is well-known as major urea producer also supporting sustainable
farming with high-quality fertilizers and agrochemicals. With a vast distribution network and CSR initiatives in rural
development, it plays a key role in boosting agricultural productivity and food security.
Scope of the study
The study evaluates the acceptance and feedback for a mycorrhizal bio-fertilizer by a renowned Indian agrochemical
company, among farmers, retailers, and distributors across 12 Indian states.
Objectives included
- Assessing awareness and understanding of the product.
- Analysing adoption drivers and barriers among stakeholders.
- Collecting feedback on product performance and areas for improvement.
- Understanding purchase patterns, distribution challenges, and market perception.
Methodology
A mixed-methods approach combined qualitative and quantitative research:
- Quantitative Surveys: Structured questionnaires targeting farmers, retailers, and distributors for insights on awareness, usage, and satisfaction.
- Qualitative Interviews and Focus Groups: In-depth interviews and focus groups for detailed insights on challenges and expectations.
Key Findings
Farmers' Insights:
- Demographics: Predominantly male (99%), aged 31-50, with varying land sizes (1–20 acres).
- Awareness: 98% were aware of client’s bio-fertilizer; dealers were the primary source of information (45%).
- Usage Patterns: 86% used bio-fertilizers, with 53% using client’s bio-fertilizer twice a year.
- Challenges: Limited availability and perceived high pricing were notable barriers.
- Perceived Benefits:
- Improved crop yield and soil health.
- Cost-effectiveness, as reported by 82%.
Retailers' Insights:
- Demographics: Mostly male (99%), aged 31-50, with an average business tenure of 11-20 years.
- Stocking Behavior:
- 37% stocked client’s bio-fertilizer.
- Demand for client’s bio-fertilizer was linked to its reputation and customer loyalty.
- Challenges: Low awareness (32%) and lack of sales personnel visits (28%) affected stocking decisions.
- Customer Trends:
- Farmers primarily purchased client’s bio-fertilizer from nearby distributors.
- Repeat purchase rates were moderate, reflecting product acceptance.
Distributors' Insights:
- Demographics: Predominantly male, aged 41-50, and engaged in multi-brand distribution.
- Stocking Trends:
- 82% dealt in client’s bio-fertilizer; monthly distribution of 21-30 packets was common.
- Awareness Sources: Company outreach and salesperson engagement played key roles.
- Challenges:
- Awareness and marketing gaps were primary hurdles (57% reported low awareness).
- High prices compared to competitors were a concern for 66%.
- Motivators:
- Product quality and reputation were cited as strong drivers for stocking.
Findings by Product Feature
- Pricing: While pricing was higher than competitors, 80% of retailers and 58% of distributors viewed it as cost-effective given the benefits.
- Market Perception: Farmers and distributors noted positive impressions due to the product’s effectiveness in improving soil health and yield.
- Distribution Performance: client’s bio-fertilizer performance was rated better than competitors by 58% of distributors, indicating strong market potential.
Strategic Recommendations
- Enhanced Awareness Campaigns:
- Targeted outreach programs to increase product awareness among farmers and retailers.
- Leverage digital platforms and agricultural fairs for broader engagement.
- Pricing and Incentives:
- Introduce flexible pricing models or loyalty programs to address cost concerns.
- Provide better profit margins for retailers and distributors.
- Improved Distribution Channels:
- Strengthen dealer-distributor networks to ensure availability.
- Address gaps in salesperson outreach.
- Training and Support:
- Organize training sessions for farmers and retailers to demonstrate product applications and benefits.
Conclusion
This study underscores the potential of client’s bio-fertilizer to strengthen sustainable agricultural practices in India.
Addressing awareness, pricing, and distribution challenges will enhance adoption and establish a stronger market
foothold. The findings provide actionable insights for scaling operations and fostering long-term partnerships with
stakeholders.
