Potential for Dealers in Indian Fertilizer Industry: A Case Study

Fertilizer supply chain in India is well established but there is a huge gap between the demand and supply of fertilizers tthe farmers. This gap is due to less concentration of dealers near the farmers. The case analyzes the reach of fertilizers to^othe farmers in major crops (cereals, pulses, oilseeds and major commercial crops etc.) available through dealers/retailersand focuses on the potential for the dealers in the current fertilizer supply chain. It also highlights the features of the Indian fertilizer market, the government policies, and the operational issues. This case provides an account of how a person couldassess the potential of the sector and make a business decision to enter a sector.