Oct, 2017     

A Strategy to address adoption and buying behaviour of farmers


To identify the challenges across entire cultivation cycle; adoption and buying behaviour for a client based on farmers and agri-retailers. To understand the broad issues and challenges across entire cultivation cycle. To assess the adoption and buying behaviour for farmers around Speciality CPP and Hybrid seeds. To identify the value proposition of client and compare it with competitors.

We collated inputs from farmers and agri-retailers on CPP and Hybrid business. We conducted 100+ In depth interviews across India based on key state-crop combinations. And collected qualitative data based on 20 focus group discussions (FGDs) with farmers, including CPP and Hybrid Seeds.

The insights and recommendations from focus group discussions and quantitative insights from surveys helped the client understand the challenges faced by the farmers. The client was thus able to prepare a strategy to better engage the farmers.


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