Client Ambition

Our client aimed to scale its agri-input business by leveraging its existing dairy ecosystem. This required designing a robust go-to-market strategy that could drive farmer adoption, strengthen last-mile distribution, and expand beyond existing villages to unlock new market opportunities.

Our Solution

We partnered with our client through a multi-phase research and strategy engagement to design, test, and refine its go-to-market model.

We began with a field immersion and business diagnostics to understand current business performance, farmer purchase behaviors, and the role of milk collection agents as last-mile touchpoints. This included analysing transaction data of ~1,700 farmers and engaging with agents, farmers, and internal teams to identify key gaps in adoption and distribution.

Building on these insights, we co-designed and supported the pilot launch of an agent-led input services model. This involved developing training systems, farmer onboarding approaches, and marketing collaterals, while generating real-time learnings on last-mile execution, agent incentives, and operational challenges.

As the pilot progressed, we assessed sales performance and channel effectiveness, analysing growth in cattle feed sales across pilot agents and estimating the total market potential within the existing network.

To enable scale beyond the existing ecosystem, we also designed complementary go-to-market channels—including retailer-led and village-agent-led models—defining personas, farmer journeys, activation strategies, and risk mitigation frameworks.

Results

The engagement enabled our client to build a robust, insight-led go-to-market strategy anchored in its dairy ecosystem while expanding beyond it. It validated the central role of agents as last-mile influencers and identified the need to evolve them from transactional milk collectors to trusted advisors driving farmer adoption. The pilot demonstrated measurable growth in input sales across agents and highlighted a significant untapped market potential within the existing network. At the same time, the study surfaced critical barriers to farmer adoption, including weak value perception, inconsistent usage practices, and price sensitivity—informing improvements in communication, training, and product positioning. Importantly, the engagement also expanded the client’s strategic horizon by designing complementary channels such as retailers and village agents, enabling access to new geographies and farmer segments. Overall, the project provided a comprehensive roadmap to scale as a sustainable, high-impact agri-input business.