The client wanted to develop a competitive market strategy to improve its market reach


The Indian farm equipment market worth over Rs.299.1bn (2010) is growing steadily. Increased use of farm mechanization and the numerous government measures undertaken to increase food production has led to greater demand for farm equipment.


The client specifically wanted to:

– Benchmark itself against its peers

– Understand production capabilities and region-wise distribution network of identified competitors


ValueNotes undertook intensive primary research to identify opportunities for the client


Most of the farm equipment manufacturers have an established presence in major agricultural pockets. However, no single player serves the entire agricultural sector in India with an end to end product range. ValueNotes sought to identify pockets of unmet demand.


ValueNotes leveraged its expertise in conducting systematic and thorough primary research. The interviews covered 54 respondents (across 13 farm equipment companies) including production heads, factory general managers, sales area managers, R&D heads and dealers across the value chain.


The study identified:

– Geographical areas where the competitors had low market penetration

– Equipment in which the competitors had a strong presence

– The flexibility of the competitors (production capacity) to meet the anticipated increase in demand


ValueNotes helped the client identify strategies and future expansion plans of the competitors by mapping pieces of primary data using our proprietary analysis framework.


Research helped the client set the direction for its marketing strategy


ValueNotes team successfully completed the entire exercise with a quick turn-around time. The client was able to devise a market strategy to improve their market reach and tap unmet opportunities.


The actionable intelligence provided is helping the client improve market penetration in rural areas.

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