Market entry strategy for Agri inputs tech platform

Context

• Company Description: An Agri input player
• Opportunity: The client wanted to launch the Agri input tech platform across 2 states – Gujarat and Maharashtra
• To facilitate the entry, the client wanted to understand farmer internet usage behavior with a focus on online research for farming practices & online purchase pattern
• The client was also interested in understanding purchase influencers, the role of offline channels in inputs, the impact of credit & debt availability on purchase and competitor intelligence

Our Approach

• In-detail one-to-one conversations with N=78 farmers across 10 districts in the states of Gujarat & Maharashtra 
• Interviewed them about their internet usage patterns, frequented portals, and online purchase history
• Carried out NPS research for the competitors
• Studied customer journey across competitor platforms and offline channels to pin-point differentiation and unique value addition for the customer
• Studied input cost break-up for multiple crops including fruits and vegetables, pulses, flowers, etc. and availability of credit through various sources for these inputs across crop cycle
• Evaluated farmer inclination towards various formal & informal debt channels

Praxis Value Delivered

• Successfully identified crucial success factors for the player’s market entry in 2 Indian states
• Also, successfully identified major influencers and purchase sources for farm inputs in 10 districts spread across Gujarat and Maharashtra along with farmer exposure to credit & debt