The Indian agricultural input market, particularly the pesticide sector, has undergone significant transformation due to rising competition, regulatory changes, and increasing farmer awareness. This study examines farmer expectations from pesticide companies beyond product performance, focusing on service quality, pricing, technical support, brand trust, and promotional activities. The research is based on a field survey conducted among farmers in Bhadradri Kothagudem District during an industry internship at Hifield Organics Inc. A structured questionnaire was administered to collect primary data, supported by secondary sources such as industry reports and company records. Descriptive and inferential statistical tools were used to analyze farmer preferences and satisfaction levels. The results indicate that farmers increasingly value after-sales support, technical guidance, fair pricing, and product availability over mere brand recognition. The study provides actionable insights for pesticide companies to design farmer-centric marketing strategies and strengthen long-term relationships in rural markets.
Tharun Sai Reddy Thukkani (Wed,) studied this question.