Marketing strategies of start-ups in agriculture: A case study

Abstract

The present study reveals that the strategies adopted by the green grow nutrients company through some of the activities influenced the growth of the company. The strategies followed by the company are branding (social media), pricing (price discounts), promotion (Krishi Mela participation), distribution (awarding best dealer) and maintaining cordial public relationship (distribution of diary and calendar). Among the constraints, lack of popularity of products among farmers was the most important constraint followed by high procurement cost, non-availability of financial support and high-interest rate, non-extension of subsidies, high competition from substitute products, non-availability of technically trained personnel and lack of credit. This study clearly reveals that the start-up company has performed better in relation to it’s objectives. Hence, there is need to promote start-up companies in Agri-business sector through changes in Government policies.