This document discusses the characteristics and needs of Indian farmers as well as opportunities and threats facing the agriculture industry. Farmers rely on agriculture as their primary way of life but face challenges like dependence on monsoon rains, inability to adopt new technologies due to costs, and high interest rates charged by traders. However, there are also opportunities such as cultivating foreign crop varieties, improving distribution networks, and increasing foreign demand for local crops. The document outlines strategies for companies to help farmers face future challenges, such as providing training and technologies to improve output while maintaining sustainability.

1. An all-weather friendship

2. Characteristics and needs
o Agriculture – A way of life
o Good crop knowledge
o Adopt methods from observing other farmers than get
influenced by advertising

3. o Traders and commission agents charge high interest yet
the farmers remain loyal because they have the option to
repay in kind

4. o Over dependence on monsoon
o Can’t adopt to new technology because of financial
constraints
o Price sensitive because of low margins and doubtful
returns because of irregularity of monsoon

5. Future threats
o Foreign Direct Investment
o Imported genetically modified crops
o Debt cycles

6. Opportunities
o Cultivation of foreign varieties for mixed and
alternate farming
o Improved distribution
o Increasing demand in foreign markets for local
varieties
o Decreasing weather dependence because of
improving technology
o Assistance of NGOs resulting in better output and
less exploitation

7. Marketing strategy of NFCL
o Focusing more on awareness than on selling
o Investment for future
o Target opinion leaders
o Encourage cultivating new crop varieties

8. Strategies to face future markets
o Video conferencing / Computer Centres / Fairs
o Target more markets / states : Punjab, Haryana
etc.
o Tie up with NGOs, Micro-finance & Bio tech
companies
o Provide training for updated technology from
time to time

9. o Being the farmers’ interface to the latest
effective technologies that are cost effective
and in conformity with the natural climatic
regime of the country. Eg – Molecular Marker
o Spread awareness about profitable crops and
provide seeds for the same
o A collaboration with farmers for export will be a
win-win deal for both farmers and company

11. The Toiler
Vishakha Pithwal