Featured Work
Book Title: Startup EcoSystem in Indian Agriculture
Chapter Title: Sowing Seeds of Success: Branding for Agribusiness Startups
Branding is a crucial factor for agribusiness startups, playing a key role in their ability to establish a strong market presence and achieve sustainable growth. While the agricultural sector has historically been seen as traditional, it is increasingly integrating new technologies and methods, which calls for a reassessment of branding approaches to effectively communicate value propositions to a broad audience.
This paper examines the distinct challenges and opportunities encountered by agribusiness startups in crafting and executing successful branding strategies. It highlights how these strategies can be adapted to incorporate technology, sustainability, and social responsibility within the agricultural value chain. Additionally, the paper investigates the significance of creating shared value by tackling social and environmental issues in the agribusiness sector, stressing the importance for companies to rethink product development and markets, redefine productivity in the value chain, and foster the creation of supportive agribusiness clusters.
The study emphasizes the transformative capabilities of "Digital Agribusiness," which utilizes data-driven innovations in Artificial Intelligence and the Internet of Things to improve efficiency within agricultural organizations, optimize both upstream and downstream linkages, and ultimately lower costs. The objective of this chapter is to raise awareness about the productivity and sustainability challenges facing the agribusiness sector, highlight the significance of branding for agribusiness startups, and examine how technology can enhance brand value and competitiveness.
My published chapter in the book Startup Ecosystem in Indian Agriculture: An Economic, Marketing and Human Resource Perspective (ISBN: 978-93-48149-92-3, Taran Publication, May 2025). This research-driven work explores how strategic branding can drive growth, differentiation, and sustainability for agritech and agribusiness startups in dynamic markets.
The full book is available for purchase on Amazon or directly from the publisher's website. Interested readers can buy it to access the complete chapter and other expert contributions.