Industry expertise

Agriculture & Agritech market research in India

Farmer, dealer and supply-chain research for agri-input and agritech companies.

Quick answer

Market Research India is a specialist agriculture & agritech research consultancy in India. We interview farmers, agri dealers, fpos in Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Punjabi and English, with field teams in 50 cities and 4 methods matched to how this sector actually buys.

Proposal in 24 hours
Scoped, itemised and fixed-fee.
50 cities, 14 languages
Our own supervised field teams.
Senior-led, NDA-first
A research director on every project.

2,400+

Projects delivered

Cities with field teams

Industries covered

Indian languages

The decisions we help you make

A farmer's input decision is made once a season, under credit pressure, and is heavily shaped by the dealer who carries that credit risk. Brand preference measured without dealer economics explains almost nothing about why a bag left the counter.

How do farmers choose seeds and inputs?
What role do dealers play?
How are digital tools being adopted?
Does the premium product justify its price at the farmer's realisable yield, or only at the trial plot's?
Which dealer counters decide this category in the district, and what would change their push?

Each of these is a decision with a cost attached, which is why we design backwards from them rather than forwards from a questionnaire.

Who we talk to, and how we reach them

Who you talk to decides what the study can conclude. We treat each audience as a separate recruitment problem rather than as quotas in one sample.

Farmers
Sampled by village listing within selected districts, screened on crop, irrigated acreage and land holding, and interviewed in the local language at the farm rather than at a market gathering.
Agri dealers
Drawn from licensed input-dealer lists in the chosen mandis and blocks, screened on seasonal turnover, company lines carried and credit extended to farmers.
FPOs
Reached through NABARD and state federation listings, screened on member count, crops aggregated and whether the organisation actually transacts rather than merely exists on paper.

Interviews run in Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Punjabi and English, with every questionnaire translated and back-translated before fieldwork. Moderators and interviewers are briefed on the agriculture & agritech category itself, not handed a script — which is the difference between a respondent answering politely and a respondent explaining themselves.

Methods that fit this sector

Twenty methods are available; these four earn their place in this sector most often, and for specific reasons.

What a typical study looks like

A realistic shape for a first study in this sector. Your brief will move the numbers; it rarely moves them by an order of magnitude.

Indicative scope — agriculture & agritech study

Typical sample: n=1,500 farmers across 8–10 districts in 3 states, 250 dealer interviews and 20 FPO depths
Who we interview: Farmers, Agri dealers, FPOs — each recruited against a separate screener rather than drawn from one general sample.
Core methods: Ethnographic Research, Quantitative Surveys, Retail Audit & Distribution, B2B Market Research
Fieldwork window: 5–7 weeks, timed to the sowing or harvest window
Standard deliverables: Behaviour maps, Video stories, Opportunity areas, Data tables
Signature output: A district-level demand and dealer-influence map tied to the crop calendar
Lead time: 9–11 weeks from sign-off to debrief

Compliance, ethics and data quality

Research in this sector carries obligations that a generic fieldwork house will not have thought about. These are the ones we build into the protocol before the first interview is scheduled.

Consent for low-literacy respondents
Consent is read aloud in the local language and recorded verbally. No respondent is ever asked to sign a form they cannot read.
No agronomic advice in the field
Interviewers do not recommend products, dosages or practices. A research visit must never become unsupervised advice that affects someone's crop.
Plot and income data aggregated
Land holding, yield and income figures are aggregated to block level before reporting, because individual data of this kind travels badly.
Verification you can audit
Every farmer and fpo we count is screened against a written definition, de-duplicated, GPS- and timestamp-logged in the field, and re-contacted on a 10% back-check with 10% of audio audited by a supervisor who did not run the interview.

What we will not do on a agriculture & agritech study

We will not substitute an audience without telling you, quietly loosen a screener to hit a quota, interview anyone who has not understood what they are consenting to, or move identifiable personal data outside India without your written agreement. If the fieldwork cannot be done properly, we say so at proposal stage rather than at debrief.

How we work

Our research process

01
Discovery
We turn your business question into clear research objectives.
02
Design
Sampling, method, questionnaire and discussion guides, translated into local languages.
03
Fieldwork
Supervised field teams with GPS, audio and back-check quality control.
04
Analysis
Statistical and thematic analysis by senior researchers.
05
Insight
Board-ready reports, dashboards and workshops with clear recommendations.

Where the sector concentrates

The Indian cities that matter most for agriculture & agritech

These are the markets whose own economy is built on this sector, which is where fieldwork costs least per useful interview and where the trade will actually talk to you. Each page covers agriculture & agritech research in that city specifically.

Before you brief us

Frequently asked questions

What does a agriculture & agritech research project cost in India?

Cost follows the sample, the seniority of the audience and the number of cities. Reaching farmers costs a fraction of what it costs to reach fpos, so the audience mix moves the number far more than the headline interview count. Send a brief and you get a fixed-fee proposal within 24 hours.

Which cities should a agriculture & agritech study cover?

Start where the sector concentrates — Nagpur, Bhopal, Rajkot, Nashik, Madurai — then add markets that match your distribution rather than the national map. Most clients run four to eight cities so results can be compared side by side.

How do you make sure respondents are genuinely agri dealers?

Each audience has its own written screener and its own frame. Respondents are de-duplicated against past projects, fieldwork is GPS- and timestamp-logged, 10% are re-contacted on a back-check and 10% of audio is audited by a supervisor who did not conduct the interview.

How long does a agriculture & agritech study take?

Fieldwork of the scope described above runs 5–7 weeks, timed to the sowing or harvest window, and the whole project is typically 9–11 weeks from sign-off to debrief. Fieldwork usually begins five to seven working days after sign-off, once screeners and translations are approved.

Which methods suit agriculture & agritech research best?

For this sector we most often use ethnographic research, quantitative surveys, retail audit & distribution, b2b market research. The right combination depends on whether you need to size something, explain it or test it — a brief that names the decision gets a sharper design than one that names a method.

What safeguards apply to agriculture & agritech fieldwork?

Consent is read aloud in the local language and recorded verbally. No respondent is ever asked to sign a form they cannot read. Alongside that, all personal data is collected on informed consent, held in India, pseudonymised before analysis and deleted on an agreed schedule, in line with the DPDP Act, 2023 and the ESOMAR code.

Sector at a glance

Hub cities: 13
Audiences covered: 3
Fieldwork window: 5–7 weeks
Lead time: 9–11 weeks
Proposal: Within 24 hours

See related case studies

Keep exploring

Agriculture & Agritech research, city by city and method by method

Fifty cities, twenty methods and the sectors that sit closest to agriculture & agritech. Each page is written for that specific combination of market and approach.

Tier 1 metros

Full-scale quantitative fieldwork, viewing-facility groups and senior agriculture & agritech interviews in the eight largest markets.

Tier 2 growth markets

Forty-two cities where agriculture & agritech demand is forming fastest, each covered by a supervised local field team.

Show 34 more

Sectors that sit next to this one

These most often appear in the same programme as a agriculture & agritech study, either as an adjacent market or a shared audience.

All other industries

The rest of the thirty sectors we hold dedicated field and analysis experience in.

Show 17 more

Next step

Make your next agriculture & agritech decision with evidence.