Study on Brand Promotion Strategy of Hybrid Paddy in Rewa District of Madhya Pradesh, India

Abstract: The present study focuses on the brand promotion strategy of hybrid paddy in Rewa District of Madhya Pradesh, where agriculture plays a vital role in the livelihood of farmers. Hybrid paddy varieties have gained importance due to their higher productivity, disease resistance, and better adaptability compared to traditional varieties. However, the success of these varieties largely depends on effective brand promotion strategies adopted by seed companies and marketers. The study aims to analyse farmers’ awareness, preferences, purchasing behaviour, and satisfaction level regarding different hybrid paddy brands available in the market. It also examines the promotional tools such as demonstrations, farmer meetings, dealer influence, advertisements, field visits, and word-of-mouth communication used to create brand awareness and loyalty among farmers. Primary data can be collected from selected farmers, dealers, and distributors in Rewa district through structured questionnaires and personal interviews. The findings of the study are expected to identify the most effective promotional methods, factors influencing farmers’ buying decisions, and challenges faced in promoting hybrid paddy brands. The research will help seed companies, marketers, and policymakers in designing suitable marketing strategies to improve adoption and market penetration of hybrid paddy in the region, thereby contributing to agricultural growth and farmers’ income enhancement.

Keywords: Hybrid Paddy, Brand Promotion, Marketing Strategy, Farmer Awareness, Buying Behaviour, Seed Industry, Rewa District, Madhya Pradesh, Agricultural Marketing

Author: Rahul Patel and Nitin Barker

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