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).
