TY  - GEN
AU  - VENUGOPAL, PINGALI 
AU  - KAUNDINYA, RAM 
TI  - AGRI-INPUT MARKETING IN INDIA
SN  - 9788132117711
U1  - 338.10954 
PY  - 2014///
CY  - NEW DELHI
PB  - SAGE PUBLICATIONS INC
KW  - AGRICULTURE INDUSTRIES
KW  - MARKETING
KW  - INDIA
N1  - 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
N2  - 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
ER  -