From Farm to Foreign Markets: How Indian Agribusinesses Adapt Marketing Strategies to Maximize Exports

Shivam Madrewar; Utkarsh Dipak Lad; Harshada Nigade; Shubham Khomane; Rohan Lokhande

doi:10.59890/ijma.v3i4.191

Authors

Shivam Madrewar CCS NIAM JAIPUR
Utkarsh Dipak Lad Institute of Management and Entrepreneurship Development, Erandwane (More Vidyalaya),Pune
Harshada Nigade DYPDPU School of Management & Research (SMR) Survey No. 138, Jeevan Nagar, Tathawade, Pune
Shubham Khomane Institute of Management and Entrepreneurship Development, Erandwane (More Vidyalaya),Pune
Rohan Lokhande D. Y. Patil, Agriculture and Technical University, Talsande, Kolhapur

DOI:

https://doi.org/10.59890/ijma.v3i4.191

Keywords:

Agricultural Exports, Marketing Strategy, Product Certification, Digital Transformation, Iot and Blockchain Traceability, Trade Agreements, Organic Standards.

Abstract

This research explores how Indian agribusinesses adapt their marketing strategies to succeed in competitive international markets. The study analyses key factors including product certification, digital transformation, trade agreements, and market entry strategies among export-oriented firms. Findings reveal that certifications such as Organic, GlobalGAP, and HACCP significantly enhance market access and price premiums, while digital tools like IoT-enabled cold chains and blockchain traceability improve efficiency and buyer trust. Trade agreement utilization, particularly under India-UAE CEPA, emerges as a major driver of export growth. The study concludes that integrating certification, technology, and trade facilitation forms a hybrid marketing model essential for maximizing export performance and ensuring long-term sustainability in global agribusiness.

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