Marketing the Agricultural Produce in India: New Branding Way

Abstract

Retailers like Reliance has already introduced the brands like Reliance Q which offers branded cereals. ITC has branded flour under the brand name Aashirvaad. A trend can be seen where commodities are gradually tending to become brands. The Indian economy has witnessed a paradigm shift in every sphere of its operations due to the technological advancements, globalization and innovative business ideas. The agricultural sector of the country is none the exception. The traditional view of agriculture as the 'act of farming' has been replaced by 'the process of value creation' where farming is just a part of the series of interactions.