Agro retailer’s opnionon ‘Bharat’ – one nation, one fertilizer scheme

Abstract

Background: In the year of 2022,Prime Minuister Narendra Modi launched the ‘Pradhan Mantri Bhartiya Jan UrvarakPariyojana that is One Nation, One Fertilizer Scheme. By this scheme all fertilizer brands will be in a uniform design and brand that is Bharat and not under the manufacture brand name. This concept was introduced in keeping in mind of the farmers to get rid out of misunderstanding of fertilizer brands and products.Purpose: The study will explore the opinion and suggestions from the agro retailers towards the Bharat concept which is about to get implemented across the country. Objectives:To find out the opinion and suggestions from the agro retailers on the upcoming concept ‘Bharat’ by the government of India and to analyse the suggestions to find out the merits and demerits from retailer point of view.Methodology: The researcher has targeted Erode district in Tamil Nadu for the study and the district has more the 200 villages with more than 150 agro retailers operate in this target area. A survey is designed to gather primary data, while secondary data is gathered to supplement the knowledge gained from primary data for legal advice.Findings: This work determines the acceptability level of the agro retailers for the Bharat concept and as well as merit, demerit, suggestions from the retailers. This paper will provide directions for future research. Research, Practical & Social Implications: This work advises government policy makers, managers of fertilizer manufacturing companies to frame future processes of the ‘Bharat’ concept for implementation. Agro retailers’ merits and demerits could be considered during the process of implementation.