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

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.