Promotional Marketing:Imperatives for Fertiliser Industry Under the Changing Policy Environment

Until recently, the fertiliser policy in India was quite conducive for development of micro level processes that are essential for attaining balanced growth of fertiliser consumption. It provided an environment whereby micro level agencies, both in public as well as private realm, could work in harmony. As a result, it also created substantial space for the industry's initiatives for promotional activities. However. the recent policy changes have shaken up the harmonious relationship among the various agencies which might have particularly affected the industry's developmental role. The following analysis demonstrates how, under the earlier policy regime, a synergy between the state's developmental objectives and the industry's commercial interests was created. This is followed by a discussion on the alternative scenarios (hat are likely to emerge with respect to the industry's promotional role.