Marketing Strategy For Newly Launched Service to Practice Climate-Smart Agriculture: With International Water Management Institute
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Date
2025
Journal Title
Journal ISSN
Volume Title
Publisher
MICA
Abstract
The objective of the project was to develop a marketing strategy and create promotional tools for Oorja Development Solutions. The aim was to increase the adoption of their newly launched service that includes soil health testing and the provision of climate-resilient seed varieties for smallholder farmers practicing climate-smart agriculture.
Key Insights:
● Awareness and Perception: Farmers are aware of soil testing and climate-resilient seeds, but there is a significant gap in understanding their long-term benefits. Skepticism remains due to previous negative experiences with government-led initiatives.
● Soil and Water Concerns: Farmers reported declining groundwater levels and decreasing soil fertility, but they were hesitant to adopt new methods like soil testing due to satisfactory current yields.
● Competitor Influence: External organizations like the Aga Khan Foundation have built trust among farmers through educational materials and awareness, presenting a challenge in
differentiating Oorja’s services.
● Economic Considerations: Farmers' adoption of new methods is driven by immediate economic benefits, with a preference for products that demonstrate tangible short-term results.
Description
Village(s): Rajapur, Lokai, Shiv Badhaiya, Bhawaniyapur Ramgarhi ,District: Bahraich State: Uttar Pradesh
Keywords
climate-smart agriculture., Marketing Strategy, Development Solutions