For past many years, Indian fertiliser industry has been facing a lot of challenges specifically due to absence of an encouraging policy environment for its growth. Recently, the Government of India has announced a slew of policy measures which are expected to encourage fertiliser industry and increase domestic production of urea. In the changing policy environment, the industry needs to revisit their marketing strategies and devise them according to the requirements of farmers to remain competitive. The need of the hour is to shift from commodity based marketing to solution based marketing of fertilisers. Product and marketing process innovation and its adaptation along with cost reduction at all levels is the key to overcome the difficulties being faced by the industry. Proactive and shared relationship with all stakeholders with prime focus on farmer will give an edge to fertiliser companies over competition and will help in staying ahead of the rest. Ultimately key to success will be to create "Value for Money" for the farmers.
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