1MGM’s Institute of Management and Research, MGM University, Chhatrapati Sambhajinagar-431 003, Maharashtra, India.
*Corresponding Author: Yogesh Khandre, MGM’s Institute of Management and Research, MGM University, Chhatrapati Sambhajinagar-431 003, Maharashtra, India. Email: ykhandre@mgmu.ac.in
From a business perspective, a marketing approach can be described as a comprehensive set of action plans designed and executed by an organization to achieve its strategic objectives. In rapidly evolving markets characterized by innovation, globalization and intense competition, designing an effective marketing strategy is increasingly complex and dynamic.
The study adopts a qualitative case-study approach to examine marketing practices in selected Indian agro-based industries. Secondary data from reports, policy documents and institutional publications were analyzed to understand prevailing marketing structures and distribution systems. The area of study covers Maharashtra state, focusing on key agro-based clusters where raw produce is cultivated and subsequently processed into final consumable products. These clusters include regions specializing in production, aggregation, processing and distribution within the agro-industry value chain. The study covered key agro-based clusters across selected regions, including Dhule, Pune and Kolhapur for chilly powder processing; Gondia and Gadchiroli for rice mills; Pune and Aurangabad for fruits and vegetables processing; and Nagpur and Jalgaon for raw pulses processing, representing diverse agro-industrial activities. Marketers often face challenges such as the risk of their strategies being replicated or improved upon by competitors. Therefore, sustained competitive advantage requires continuous innovation, brand positioning and adaptive channel management.
This research paper delves into case studies from select Indian agribusiness models, examining their strategic marketing approaches for promoting the end-user products. The findings highlight key developmental trends in distribution efficiency, branding, value addition and packaged product expansion within India’s fast-moving consumer agro-based sector. Specific examples include the marketing strategies for products such as chili, rice, fruits, vegetables and pulses.
Agro processing and finished products, Agro-based industries, Marketing channels, Marketing strategy, Supply chain management, Value addition
