Agribusiness for us means working in our backyard and we draw strength from our two decades long experience in rural and agribusiness space. We work closely with food and beverages players and agribusiness companies dealing in agri inputs and implements. Our cross-sector teams bring diverse and deep experience to every agribusiness engagement.
MART offers end to end solutions in this area ranging from consumer and business research, designing business strategies, pilot testing of strategies and scale up evolving sustainable business models.
Challenge/Problem: An international NGO, focused on eradicating malnutrition, wanted to understand the rice fortification scenario in India for developing its future strategies:
Challenge/Problem: A large scale MNC wanted to understand sugar and wheat flour fortification market in India with its triggers, barriers and opportunities so as to plan its entry strategy to better serve the market.
Case I – Collective Marketing
Challenge/Problem: Strengthening the value chains in poorer pockets of Orissa to link farmers and villagers with big buyers
Results/Solution: By the year 2010 more than 10000 families were impacted through this initiative with a turnover of Rs 90 million
Case II – Odisha Forest Sector Development Project
Challenge/Problem: To provide techno managerial services towards promoting income generating activities among SHGs at village and cluster levels as Income Generating Activities Support Agency
MART uses customized consumer centric rural research tools and a ‘bottom up approach’ to derive insights on farmer’ psychographics and behavior
Challenge/Problem: Indian tractor industry has been using product centric approach to reach its customers ...segmentation of market has been done on the basis of horse-power (hp) of tractor rather than consumers. A world leading tractor company realized that with this approach it was not possible to connect with all customers in a diverse market like India. The only way to reach out was to divide the market into meaningful groups of consumers with distinct characteristics.
Our Approach: MART conducted an extensive research
Challenge/Problem: World’s leading seeds and pesticides company wanted to target the biggest segment of Indian farmers – the sub-optimal growers. For this, it wanted to develop a comprehensive understanding of farming behavior and practices of this segment and profile and segment them accordingly.
Pankaj Mishra: Rural marketing is his passion and research is his forte. He joined MART in the year 2001 and has been an integral part of MART family since then. Pankaj is a specialist in ethnography, qualitative research and strategy formulation. He has conducted several studies related to segmentation, brain mapping, brand perceptions and need-gap analysis. He leads the food & agribusiness sector of MART.
Pankita Uppal: Pankita has 5 years of industry experience in research and consulting. With expertise in both quantitative and qualitative research techniques, she brings a unique value to MART team. She has been leading various projects in the agri-business domain ranging from tractor to seeds to agri-implements industry. Pankita was also actively involved in supporting the author, Mr. Pradeep Kashyap, for his ‘Rural Marketing’ book.
Kaushal Kumar: Kaushal is an agriculture expert with agri management background and a solid 3 years of experience in the sector. He is known for his on-ground operational acumen and working with community attitude. Since 2008 Kaushal has been a core member to MART’s agri-business vertical.
DSCL-Hariyali Kisaan Bazaar
World vision India(WVI)