Entrepreneurial Marketing of Agripreneurs During Kisan Mela at GBPUAT, Pantnagar

Entrepreneurial marketing (EM) is an innovative, opportunity-driven, and resource-efficient approach that combines entrepreneurial thinking with marketing strategies to drive business growth in uncertain environments. Agripreneurs bridge traditional farming practices with innovative entrepreneurial approaches, adopting modern marketing techniques to expand market reach and value addition. This study aims to investigate the entrepreneurial marketing practices among agripreneurs during the Kisan Mela at GBPUAT, Pantnagar.

A study of 52 participating agripreneurs using a structured questionnaire revealed a predominantly youthful and educated demographic, with 46.2% respondents aged between 30–39 years and 44.2 % respondents holding graduate degrees. Most participants (34.6%) had invested between ₹1,21,000 and ₹2,00,000 in their agribusiness ventures. During the mela, agripreneurs implemented various entrepreneurial marketing strategies, including live product demonstrations, personalized customer interactions, and grassroots branding.

Descriptive analysis of key entrepreneurial marketing constructs indicated that a majority of agripreneurs demonstrated high levels of Innovativeness (67.30%), Resource Leveraging (55.77%), Proactive Marketing (51.92%), and Acceptable Risk (51.93%). Network Attention scored comparatively lower, with only 48.07 percent reporting high levels. These findings highlight the agripreneurs’ strong orientation toward innovation, strategic resource use, and risk-taking—traits essential for thriving in dynamic rural markets.