Nurturing Agri Channel Partner Relationships

India’s agricultural sector is more than an economic pillar—it’s a way of life. From farming equipment to fertilizers, companies rely on channel partners to bridge the gap between innovation and implementation. In this highly price-sensitive industry, these partners, often based in semi-urban and rural areas, provide the last-mile connectivity from lab to land. However, their impact is often limited by a lack of market insights, product and crop knowledge, and technology adoption. Traditionally drawn to cash incentives, many still struggle to maximise their potential.

A recent BI WORLDWIDE study revealed that 69% of agriculture channel partners in India feel ‘trapped’—the highest disengagement rate across industries. Their loyalty isn’t driven by brand commitment but by a lack of alternatives, making them resistant to change.

In collaboration with KANTAR, BI WORLDWIDE India uncovered key motivators for channel partners in the agricultural sector. While rewards and recognition remain essential, partners also seek learning opportunities. Training in agricultural products, seasonal market trends, and farm operations can significantly enhance their effectiveness—benefiting both partners and the farmers they serve. This presents a valuable opportunity for agricultural brands to invest in their partners’ growth, strengthening engagement and driving long-term industry success.

To address this, BI WORLDWIDE India has developed exclusive engagement measurement tools like the Affection Matrix and strategic solution framework such as IBC (Invest, Build, Consider). These tools empower agricultural companies to cultivate stronger, more committed channel partnerships.

Sowing the Seeds for an Engaged Channel Partner Base

For agricultural brands, engagement goes beyond transactions. Tailored farmer loyalty programs and seed supplier reward programs help build trust, strengthen relationships, and drive long-term success. By offering meaningful rewards and learning opportunities, companies can turn channel partners into loyal, knowledgeable advocates.

With a proven track record in channel engagement across industries, BI WORLDWIDE India is ready to help agricultural businesses cultivate stronger partnerships, enhance market reach, and drive channel performance.