For decades, SPIC and Greenstar Fertilizers have built a reputation as the rural brand that farmers know and trust. Their comprehensive approach to farmer extension services moves far beyond transactional sales, positioning the company as an indispensable partner in sustainable Indian agriculture.
The foundation of this strategy lies in outdoor campaigns. Her team organizes Village Level Meetings in targeted areas, gathering 25 to 30 farmers to address local challenges such as pest outbreaks and nutrient deficiencies. Using live specimens, they diagnose problems and recommend products based on cost-benefit ratios. This initiative has covered 368 districts across eleven states, benefiting over 150,000 farmers. Complementing these are Shandy Campaigns, which leverage large rural gatherings. Mobile stalls displaying products and offering technical guidance have reached 35,000 farmers. The AV Van Squad, a “service on wheels,” uses audio-visual broadcasts to generate leads and capture farmer details, reaching 200,000 individuals.
Performance marketing operates on a principle of verifiable proof. His strategy of “Seeing is Believing” uses demonstration plots—placed roadside for maximum visibility—to show real results. Timely observations are recorded throughout the crop cycle, and only after successful trials are new products introduced. Farmer success stories, filmed from seed to harvest, are screened at training programs and dealer meetings. This initiative has reached 100,000 farmers nationwide.
Bridging the knowledge gap remains a priority. Through mobile soil testing vans and technical services, she offers free and paid analyses to help farmers understand nutrient profiles. The SPIC Agriculture Services division organizes residential training programs, while a 24/7 helpline, mass SMS, and a multilingual WhatsApp chatbot reach nearly 100,000 farmers. Their bi-monthly magazine, SPIC Pannai Cheithi, reinforces this educational mission.
Trust is cultivated through localized CSR activities. He has sponsored rural sports events, distributed school kits, and organized free eye and medical camps. One eye camp in Krishnagiri benefited 72 farmers, while a medical camp in Tiruvannamalai served 210 participants. Veterinary camps and merit awards for dealers’ children further strengthen community bonds. By engaging progressive farmers as opinion leaders, the company has woven itself into the rural social fabric.
Active participation in government initiatives amplifies these efforts. She collaborates with the Department of Fertilizers on PM-PRANAM Kisan Sangoshthi and Pradhanmantri Kisan Samridhi Kendra centres—model outlets serving as one-stop shops for soil and seed analysis. Community radio broadcasts reach 60,000 farmers, while World Soil Day and Millet Mela events deepen engagement.
Empowering the frontline is critical. Shopmen training programmes educate first-point-of-contact staff on product benefits and E-POS usage. Spraymen receive safety-focused training on liquid formulations. These programmes have benefited over 50,000 farmers and nearly 600 sub-dealers.
Finally, recognizing rising rural mobile penetration, the company has embraced digital tools. He reaches farmers through mass SMS twice weekly and a Business WhatsApp account serving 200,000 users. The SPIC Drone Seva App enables subsidized drone spraying bookings, while the Soil Analysis App generates and shares health reports directly with farmers. Tools like Subsidex and FieldXpress manage inventory and reduce liquidation cycles. Through QR codes, helplines, and localized weather updates, SPIC and Greenstar Fertilizers have created a seamless digital bridge between expertise and the farmer’s field, cultivating a legacy of trust, empowerment, and sustainable growth across India.
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