Empowering Vision: An Integration of Marketing with Public Policy for the State Development in Agriculture Sector

Abstract

Purpose – This paper explains the structured framework for integrating marketing strategies with public policy to support sustainable agricultural development in Tamil Nadu, India.

Design/methodology/approach – The research adopts a qualitative case study approach to examine selected initiatives such as the National Agricultural Market (e-NAM), Farmer Producer Organizations (FPOs), and climate-resilient seed distribution programs. Both primary and secondary data were collected through semi-structured interviews and surveys with 50 farmers across three districts in Tamil Nadu. The methodology is designed to uncover both the practical impacts and the systemic gaps within these interventions.

Findings – The findings reveal that coordinated marketing and policy efforts have contributed significantly to improving farmers’ market connectivity, ensuring better price realization, and encouraging the adoption of sustainable agricultural practices. Initiatives like e-NAM have reduced the dependence on middlemen, while FPOs have empowered smallholder farmers through collective bargaining.

Practical implications – The paper identifies key action areas, including the need to strengthen public-private partnerships, enhance digital platforms for market access, and ensure localized support systems tailored to farmer needs.

Social implications – By enabling farmers to participate more actively in value chains and decision-making processes, these integrated efforts contribute to rural empowerment, environmental conservation, and regional economic development.

Originality/value – The paper contributes a unique lens to the discourse on agricultural development by combining marketing and policy analysis in a single framework. The study bridges a gap in existing literature by emphasizing practical field-level outcomes and policy implications specific to Tamil Nadu.