How Godrej Agrovet is reshaping the dynamics of India’s agricultural landscape

Godrej Agrovet, a leading player in India’s agri-business sector, has been focused on leveraging research and innovation to enhance agricultural productivity. Their Crop Protection Business (CPB) plays a crucial role in providing tailored solutions to farmers, helping to protect and improve yields across a variety of crops.

In an exclusive interview with Adgully, Pallavi Shigwan, General Manager – Field Marketing at Godrej Agrovet’s CPB division, speaks at length about the company’s strategic approach to farmer engagement, their innovative marketing initiatives, how technologies like virtual reality (VR) is shaping the future of crop protection solutions for Indian farmers, and much more.

How do you tailor your marketing strategies to address the unique challenges and opportunities in the CPB segment of Godrej Agrovet?

At Godrej Agrovet, we recognize that the agricultural landscape in India is as diverse as it is dynamic. Hence, in our endeavour to improve farm productivity, our approach to creating awareness in the Crop Protection Business (CPB) segment is rooted in a deep understanding of the intricate interplay between markets, crops, and climate dynamics.

To bring this alive, we’ve implemented a robust system of periodic market visits by our strategic team of techno-managers along with the on-field team to better understand the dynamics. These visits are not mere formalities; they’re intensive fact-finding missions that allow us to gather real-time insights into the challenges and opportunities our farmers face.

Based on these insights, we conduct thorough need gap analysis. This process is crucial as it helps us identify areas where our current offerings need improvisation or where new opportunities are emerging. It’s not just about selling products; it’s about providing crop protection solutions that address the evolving needs of our farmers.

Furthermore, we believe in the power of collective intelligence. That’s why we regularly conduct insight-sharing meetings with our field sales team. These sessions are invaluable as they bring to light new challenges that crop up during the season, allowing us to assess how our existing solutions can aid farmers and communicate accordingly.

This three-pronged approach – market visits, insight sharing and need gap analysis – forms the cornerstone of our marketing strategy. It ensures that we remain agile, responsive, and most importantly, relevant to the farmers we serve.

Could you discuss any recent innovations or new product launches in Godrej Agrovet’s Crop Protection that have had a significant impact on the market?

We are immensely proud of our initiative for the chili crop during the last sowing season in 2023.

India is a global chili capital and accounts for almost 36 per cent of total production. However, 80 per cent of chili crops get damaged at the nascent stage because of pests (Thrips, Leps, Hoppers and Mites) that continue to create havoc for the farmers. To address the issue, last year we launched Rashinban, which provides quick knockdown of a wide range of pests in chili in a single shot during the flowering stage. Following the launch of Gracia in 2022, an effective solution to protect the seedlings, Rashinban launch enabled us to cater to the entire life cycle of chili crop along with Hanabi.

In order to create awareness, we actively engaged with chili farmers – guiding and training them around our end-to-end solutions. Going beyond mere product application, our approach encompassed best practices in cultivation, pest management, and post-harvest handling through numerous farmer meetings, digital campaigns, and on-ground demonstrations. With us getting overwhelmingly positive, we are planning and have already replicated this success story across other crops.

Engaging with more than 11.7 million farmers across the country during FY24, highlights our philosophy that true innovation in crop protection is not just about new chemical formulations; it is about creating comprehensive solutions that empower farmers throughout the crop lifecycle.

With the increasing use of digital tools in agriculture, how is Godrej Agrovet leveraging technology to enhance its product offerings and improve operational efficiency across its various CPB segments?

The agricultural sector has not been left untouched with the advancement in technology and is witnessing a transformative shift – be it leveraging technology for enhancing the productivity of the farmers or increasing the reach of crop protection solutions. With the future of agriculture lying at the intersection of traditional farming wisdom and cutting-edge digital technology, we’re committed to leading this transformation. Hence, our approach is multi-faceted and designed to not only increase penetration of our solutions, but also enhance the operational efficiency of the business.

For instance, with our field teams constantly engaging with farmers and retailers, a vast amount of data is collected and generated across India. This data allows us to gain deeper insights into regional farming patterns, pest prevalence, and crop health, enabling us to tailor our solutions more effectively.

Additionally, for farmers, our partnership with Diginews enables us to connect with thousands of farmers at a time via a quick call, thereby creating awareness and building stickiness for our solutions. Another solution, Digitrack, on receiving a missed call from a farmer directs them to our AI-powered chatbot for customized solutions based on location and needs. We’re also establishing a call center “Hello Godrej” to provide real-time support and enhance customer care.

Currently we are driving a VR-based campaign for our key brands in red chillies area, where our team of Crop advisors are helping farmers to demonstrate the efficacy of Brands like Gracia, Rashinban, Hanabi; by using VR goggles, we have collaborated with Jio Tesseract to get the technological assistance. This has created a very good buzz in the market, as farmers are finding it amusing, it’ll help us in creating brand awareness and getting ‘top-of-mind’ share of our final consumer.

Lastly, with the increase in social media penetration amongst the farmers, we have increased our presence and activations of farmer-preferred platforms, especially during peak seasons.

How has consumer behaviour in the agricultural sector evolved in recent years, and how has Godrej Agrovet adapted its marketing strategies to these changes?

The agricultural landscape in India has undergone a significant transformation in recent years, particularly since the onset of the COVID-19 pandemic. We’ve witnessed a remarkable shift in farmer behaviour, characterized by increased digital exposure and reach. One of the most striking examples of this change was the response to our new product launches streamed on YouTube. The engagement levels far exceeded our expectations, with in some cases farmers traveling up to three hours to reach the main market and purchase our newly launched product, Gracia.

In response to this shift, we’re now relooking our promotional strategy and adopting a more digital-centric approach. Our current emphasis is on creating engaging short form videos for YouTube, eye-catching GIFs, and dynamic motion posters. Perhaps one of the most effective adaptations has been our leveraging of WhatsApp for sharing testimonials and demonstrations. This approach has significantly amplified our reach and allowed us to maximize the impact of our investments on demonstrations.

What role do digital platforms and social media play in shaping the purchasing decisions of farmers and consumers in your market segments?

The rise of digital platforms and social media has changed the way farmers access information and make purchasing decisions. We have observed that farmers have become increasingly savvy and are no longer passive recipients of information; they are proactive in seeking out knowledge, comparing products, and staying informed about the latest agricultural trends or developments in the sector. Recognizing this trend, we’ve strategically collaborated with YouTube content creators who have a strong following within the community through their authentic content. We firmly believe that this approach goes beyond mere promotion – it builds trust and credibility, two crucial factors in the decision-making process of farmers. Thus, we are not only reaching our audience more effectively but also empowering farmers to make informed decisions, ultimately fostering a deeper connection and long-term loyalty for the brand – Godrej Agrovet.

What are the key technological trends influencing the agri-business sector today, and how is Godrej Agrovet positioning itself to capitalize on these trends?

The agri-business sector is witnessing technological shifts both at the input and output sides. When it comes to the input side, there’s a growing interest in off-patent technologies and active ingredients. At Godrej Agrovet, we’re actively pursuing collaborations with multinational corporations to secure proprietary products based on these technologies, which are suitable for Indian agricultural conditions. This approach allows us to increase the accessibility of cutting-edge solutions to Indian farmers. Additionally, we’re seeing a significant shift towards organic farming practices. In response to this trend, we’ve developed a comprehensive range of products – Double, Terrasorb complex, Armurox, Equilibrium, and the Vikas organic manure range – caters to this market segment. Our portfolio includes products like. In terms of the output, new technologies like predictive analytics, AI and IoT can enable connected agriculture, thereby aiding farmers to prepare and predict for unseasonal weather events. Hence, as a research-centric organisation, we are exploring some technologies that can aid our farmers.

How does Godrej Agrovet tailor its marketing and communication efforts to address the unique needs and preferences of farmers in rural regions compared to those in Tier 1 and Tier 2 cities?

With 65 per cent of our country’s population residing in rural areas and 47 percent of the population earning their livelihood from agriculture, our entire ATL and BTL activities are meticulously designed with a rural and regional focus. Our strength lies in our extensive network of over 800+ field staff who serve as crop advisors. These dedicated professionals work tirelessly across rural India, spearheading campaigns for our key brands during critical agricultural seasons.

To further optimize our reach and impact, we’ve implemented a sophisticated market segmentation strategy using ‘Market cluster maps’. This approach has allowed us to divide our operations into 200+ territories across India, further segmented into crop-wise markets. By calendaring business opportunities in each segment, we maintain a precise understanding of our presence and impact across rural India, enabling us to make targeted and timely interventions. This comprehensive strategy ensures that our marketing efforts not only reach but genuinely engage with our rural audience, addressing their specific needs and challenges in a way that’s both effective and culturally relevant.

How does Godrej Agrovet utilize local partnerships or community-based organizations to expand its presence and influence in rural areas?

At Godrej Agrovet, it’s not just about selling products; but more about fostering sustainable growth and development of our farmers through strategic partnerships and community engagement. Hence, as one of the leading agri-businesses that firmly believes in the power of collaboration to create lasting impact in rural communities, our approach centers on forging strong partnerships with regional Agriculture and Horticulture departments to promote Good Agricultural Practices (GAP) among farmers. By aligning our efforts with established governmental bodies, we leverage their local knowledge and credibility while also contributing our expertise and resources. This synergistic approach allows us to reach a wider audience through combined networks, enhance the credibility of our initiatives, tailor our programs to address region-specific agricultural challenges, and more importantly, contribute to the broader goal of sustainable agricultural development in rural India.

What role do on-ground programs, such as training workshops or demonstration farms, play in Godrej Agrovet’s strategy to teach and educate farmers in less accessible areas?

For any consumer, seeing is believing. And it is herein that on-ground programs are crucial to our farmer engagement strategy, especially in less accessible areas. We maintain a year-round schedule of training programs and demonstrations, carefully synchronized with crop stages. This ensures timely and relevant interventions to farmers’ crop needs. Our demand generation activities are designed with a dual focus: educating farmers and creating brand awareness. A diverse range of engagement formats are employed, from large-organized farmer meetings to Nukkad Nataks and Chaupal gatherings, as well as field spot demonstrations. This variety allows us to adapt our approach based on local preferences and logistical considerations.

With an ambitious target of 200 individual farmer contacts, 20 demonstrations, 9 field days, 1 organized farmer meeting, and 15 small farmer meetings per month, our crop advisors ensure a strong and impactful on-ground presence. We firmly believe that being present where our farmers are understanding their challenges first-hand, and providing practical, hands-on guidance will definitely ensure that farmers have the tools and knowledge they need to thrive in an ever-evolving industry.

How is Godrej Agrovet addressing the shift towards more sustainable and eco-friendly practices among consumers and farmers?

At Godrej Agrovet, sustainability is not just a trend; it’s a core principle guiding our operations and product development. We have taken significant steps to align our practices with the growing demand for eco-friendly agricultural solutions. A major step in this direction has been the discontinuation of products belonging to the Red Triangle Toxicity Cadre that are considered to be extremely toxic.

We are also actively supporting biodiversity through innovative projects like Mission Red Gram. With solitary bees being one of the most efficient natural pollinators of red gram, scientific studies do highlight a direct correlation between decline in the population of solitary bees and the yield of red gram. Additionally, planting Sunhemp on peripheries to provide foraging sites for solitary bees and installing ‘Bee Hotels’ – a bee nesting site further aids productivity. Hence, by promoting the presence of solitary bees through bee hotels, farmers can increase the long-term sustainability and profitability of red gram cultivation, ultimately improving their livelihood.

Responding to the evolving preferences of environmentally conscious agriculturists, we have developed an extensive range of organic-based biostimulants, organic manure mixtures and plant growth regulators. The popularity of these products among farmers across the country reflects our successful alignment with the shift towards sustainability.

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