Articles

Marketing Challenges Faced by Agri and Allied Startups: A Study on Selective Organisations in Madhya Pradesh

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In the evolving landscape of agribusiness, understanding the marketing challenges faced by agri and allied startups is essential for fostering sustainable growth and innovation. This research delves into the complex interplay of economic, social, and technological factors that impede the marketing efforts of these nascent enterprises in Madhya Pradesh. By examining selective organizations within the region, the study aims to identify key barriers and enablers specific to the agri startup ecosystem. Initial findings indicate that inadequate access to funding and resources significantly hampers marketing initiatives, restricting startups from implementing comprehensive marketing strategies (Lawrence OU, 2025). Furthermore, the lack of market intelligence and understanding of consumer preferences obstructs these organizations from effectively positioning their products and services within a competitive marketplace (Khalisha A et al., 2025). A crucial aspect of the research involves evaluating the role of digital marketing platforms which, despite having emerged as critical tools for connecting with consumers, remain underutilized by many agricultural startups due to limited technological expertise (K Morin et al., 2024). The study highlights the need for targeted training programs that equip entrepreneurs with the knowledge required to leverage these platforms efficiently. Additionally, the uniqueness of cultural and regional contexts in Madhya Pradesh necessitates tailored marketing strategies rather than a one-size-fits-all approach commonly employed by larger firms (Maulana FR, 2024). Market segmentation also reveals significant insights; locally produced goods often compete with well-established brands that dominate consumer preferences, leading to a challenge in brand recognition and loyalty for these startups (K Morin et al., 2023). With consumers increasingly inclined towards sustainability, startups have an opportunity to capitalize on this trend by emphasizing organic and environmentally friendly practices in their marketing campaigns (Elragal R et al., 2024). However, the research uncovers that many startups struggle to communicate these value propositions effectively, leading to missed market opportunities (Ahmed NZA-A et al., 2024).Moreover, challenges pertaining to supply chain management and logistics further complicate marketing efforts. Inconsistent product quality and delivery issues can undermine customer trust and satisfaction, critical factors that influence long-term business viability (Kountios G et al., 2023). Understanding these logistical hurdles and developing robust supply chain strategies will be paramount for agri startups aiming to enhance their market outreach (Neves MF et al., 2020). The study employs a mixed-method approach, incorporating qualitative interviews and quantitative surveys from selected agribusiness startups in Madhya Pradesh. This dual approach not only enriches the data but also allows for a comprehensive analysis of the marketing challenges faced (Dr.Mishra A, 2025). Field interviews revealed that many entrepreneurs express a desire for stronger networks with industry stakeholders, which could facilitate knowledge sharing and collaborative efforts in marketing (Neves MF et al., 2020). Such collaboration may prove beneficial, as it encourages joint marketing endeavors and resource sharing among startups, amplifying their competitive advantage (R Balaji et al., 2023).Finally, the research concludes by suggesting strategic pathways for these organizations to navigate their marketing challenges more effectively. It emphasizes the importance of developing a coherent marketing strategy that integrates innovative practices with a deep understanding of the local market dynamics (Weerasekera S, 2023). By fostering a culture of adaptability and resilience, agri startups can not only overcome existing hurdles but also leverage their unique positioning in the market to achieve sustainable growth (Kaur R et al., 2023). Overall, the findings of this study underscore the urgent need for more comprehensive support systems that empower agri startups, ultimately leading to a more robust agricultural sector in Madhya Pradesh (Pant M et al., 2023). In sum, this research contributes critical insights into the myriad marketing challenges faced by agri and allied startups, providing a foundation for future studies that can explore additional dimensions of this vibrant yet struggling sector. By addressing these challenges, stakeholders can better support the emergence of successful agricultural enterprises in the region, fostering overall economic development (Iliyas M, 2023)(María Ancín et al., 2022)(Alobid M et al., 2022)(Sexton A et al., 2022)(Robert M Chiles et al., 2021)(Yogesh K Dwivedi et al., 2020).

Analysis of Sustainable Rice Supply Chain Model Using Supply Chain Operations Reference (SCOR) in Sidenreng Rappang Regency

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Indonesia is a country where most of its population lives from agriculture, making the agricultural industry sector an important industry for people’s lives. One of the commodities in this sector is rice, which is the raw material for rice production. Indonesia is ranked first in ASEAN countries with the highest rice and rice production based on data from the ASEAN Statistical Year Book 2021, where rice production was 55.53 million metric tons in 2020. Sidenreng Rappang Regency is known for its high rice production. The purpose of this study is to analyze whether the sustainable rice supply chain model in Sidenreng Rappang Regency has been running well or not. This study uses the Supply Chain Operations Reference (SCOR) method, and the populations studied are farmers, rice mills, and seller. The first stage of work in this study is to identify levels 1, 2, and 3 of the KPI SCOR for each population. The second phase involves determining the score for level 3. The third stage involves determining the weight of each level. The fourth stage determines the final value of levels 3, 2, and 1 of all populations. Based on the analysis conducted, the total value of supply chain performance for the farmer population was 38.28. Rice milling resulted in a total value of supply chain performance of 53.19. 53.02 was the total value of the seller population and 53.02 was the performance of the supply chain.

Analysis of Clove Supply in Jombang District Regency, East Java Province, Indonesia (Case Study CV Mega Tiga Anugrah)

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Cloves are an agricultural commodity that has great potential. CV Mega Tiga Anugrah is a clove supplier located on Java Island, where the clove supply is obtained from farmers from various regions on Sulawesi Island. This research aims to analyze product flows, money flows and information flows as well as the supply chain actors’ activities. This research uses a descriptive qualitative method with a case study approach. The research results show that the clove supply chain mechanism starts from the flow of products from farmers, small collectors, medium collectors, large collectors, and CV companies. Mega Tiga Anugrah, until they reached the cigarette factory. The flow of information in the clove supply chain is well integrated between supply chain actors, while the flow of money occurs by the agreement of the supply chain actors. Supply chain activities consist of two actors in the supply chain, namely the main and supporting actors. The main actors are farmers, small, medium, and large collectors, and the CV Mega Tiga Anugrah company. Meanwhile, the supporting actors include transport workers, factory workers, and the Cigarette Factory Company PT Hanjaya Mandala Sampoerna Tbk.

Important Factors on Make or Buy Strategy for Margin Improvement on Consumer Goods Company

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Consumer goods industry have tight a competition in the market. Therefore, companies that operate in this kind of industry should continuously improve sustainable competitive advantage. The strategy to increase competitive advantage is not through innovation but also requires cost leadership so that the company obtains an adequate profit margin. One of the efforts to gain cost leadership is that companies need to choose between make inhouse production or buy goods directly from appointed third party supplier. This study based on qualitative research methodology aims to discuss the important factors for building a business case on the make or buy options. Data for analysis purpose are obtained from interviews with individuals representing one of the leading multinational companies operating in Indonesia that produces personal care, hygiene and home care. Interviews results are written in transcript, coded and mapped to illustrate the keywords mentioned by respondents then being categorized as important factors or not. The result of the study showed that cost, capability, capacity, quality, service level and technology are important factors on consideration make or buy. Cost factor also consider projection volume, transportation and investment.