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.
Publisher: SAGE Publications India Pvt Ltd
Number of pages: 272
Weight: 440 g
Dimensions: 241 x 184 x 18 mm
"Sustainability, without losing focus on self-sufficiency, is the key for agricultural input usage in India today. In this timely book, the authors have developed appropriate `solution-based' frameworks which could be adopted by Agri-input industry. The book also will be of immense use to all the Agri Business Management students."-- B. Srinivas * National Institute of Agricultural Extension Management, Hyderabad *
"This is an exciting time for agriculture, globally but particularly in emerging economies such as India where the demand dynamics and farming patterns are changing. Agriculture input supply and marketing strategies will have to respond to these rapid changes, with newer technologies such as transgenics and innovative strategies such as public-private partnerships in input supply. This book titled Agri-input Marketing in India comes at a very crucial time and does an in-depth analysis of the journey of agriculture input industry in last few decades and an apt prophecy of its future trajectory and trend. The interesting mix of private sector, academia, and public sector perspective used in writing this book analyzes the shift in farmer's perception toward agriculture inputs and their decision making process. While writing about the agri-input industry, the book does not limit itself to large agro industries but also speaks about the smaller/grass roots level inputs supply chain actors such as agro input dealers, farm entrepreneurs who continue to play an important catalytic role in agriculture. I congratulate the authors for summarizing their vast experience in form of this book that is `crafted' for a cross section of stakeholders spanning policy makers, industry representatives, public sector organizations, students, and academic institutes. The pragmatic stance and the future projections described in the book will serve as a guiding tool for policy making and marketing strategy designing. I convey my best wishes and appreciation to the two authors, Pingali Venugopal and Ram Kaundinya, for the fantastic job and perfect articulation."-- Dr Purvi Mehta * International Livestock Research Institute *
"I am very happy to see this book on Agri-input Marketing coming from Prof. Venugopal and Ram Kaundinya at this juncture when we have achieved a record food grain production but we are faced with various issues that affect our agriculture and our farmers' profitability. The two authors have brought out the perspectives of an academician and a person with agri-input industry background. The vast network of National Agricultural Research Service in India is also working on some of these issues. A multi-stakeholder approach involving the scientists, the farmers, the input and output industry, the Government, traders, food processors, consumers, intellectuals, and NGOs is required to address the complicated issues of Indian agriculture. I have no hesitation in saying that this book contributes a great deal toward this cause."-- Prof. Swapan K. Datta * Indian Council of Agricultural Research, New Delhi *
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