CASE 26

Viability of Agri Value Chain

TataChem, Vice-President (Sales and Marketing) Kapil Mehan says, “ India Inc., is fast changing and we have to change faster. When the subsidies on urea go, we will have problem in reaching out to our farmers. We want to differentiate, therefore, we package it with value-added services and create a sustainable differentiator”. To that end, TataChem decided to provide farmers with a host of agri-services that they would identify with the company.

MODEL

TataChem plans to have 800 Tata Kisan Kendras(TKK) franchisees in small mandis in UP, Haiyana and Punjab—its natural markets. These would be supported by 40 mother centres (with soil testing laboratories, training facilities and warehouses for inputs). It has ...

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