Ecstasy in Web Interactive Skills: RESEARCHING upon soil fertility, health, nutrients, and socio-economic justice

Keywords: marketing, green products, environment, business strategy, Government policies, sustainability development goals

Business Strategies for Agrarian Sustainability and Green Marketing in India

Dr. Jayshree Singh, Associate Professor, Head, Department of English, Bhupal Nobles’ University, Udaipur

Dr Salvatore Tolone Azzariti, Distinguished Professor of Private Law, Woxsen University, Telangana

The traditional structure of agricultural marketing has been yet in practice, even though business economics of Green Marketing has gained its spurt through digital operative strategies. The farmers, traders and brokers till date are the medium for assembling, storage, processing, transportation, packaging, gradation, selling and distribution. Agricultural marketing is in conventional terms still dependent on the infrastructure, transportation, co-operative marketing, and policy instruments such as MSP (Minimum Support Price), Maintenance of Buffer Stock and Public Distribution System. Agricultural marketing is link between the farmers and non-farming sectors; Whereas the modern interventions especially during covid-19 or post-covid 19 times have added spurt in the same on account of the virtual processing of the same - through digital mode - to have an outreach to the maximum nexus of the agricultural marketing agents and agencies. So, now consumers, farmers, and marketers all have the possibility to initiate their start-ups either to create incentive market or to form the chain of environmental governance to boost both economy and market-revolution. The authors Henion and Kinnear in their book titled ‘Ecological Marketing’ (1976) state that the term Green in ecological marketing is the study of the positive and negative aspects of marketing activities on pollution, energy depletion and non-energy resource depletion. Another way to understand Green Marketing is to focus on sustainable green products that are socially liable, non-toxic, environmentally friendly. It is also referred as ecological marketing, in other words it means that the products need to be environmentally safe, recyclable and the public sectors need to be socially responsible and motivated by the personal considerations of the healthcare of public as the consumers of the products. Considering both the aspects of marketing in contemporary times keeping in view climate change, environmental awareness, global green technology development and sustainable ethics and concerns - this paper attempts to elaborate how far Indian consumer is upgraded to understand difference of the organic and inorganic products, biodegradable and non-biodegradable products. Secondly How far the governance and legislative interventions by way of policies have been in pursuance of the sustainable environmental goals. Thirdly how far environmentally friendly operations have been till date a source of green promotion. Fourthly how far it is relevant to incorporate traditional marketing procedure in the green marketing. Fifthly how far business ethics and business strategy of the marketers are in correlation to ESG (environmental, social and governance standards.

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Readings:

1. Ion, Raluca, Andreea. 2015. Green Agricultural Marketing: Theoretical Approach. Green Economic Structures in Modern Business and Society.

2. P. Priya. Impact of Agriculture on Green Marketing. International Journal of Business Management. VOL. 2(1),2015. https://www.ijbm.co.in/

3. Ur Rehman, Syed Aqib. Explore Green Marketing, Top Benefits and Trends. Feb. 2024. https://www.shiksha.com/online-courses/articles/green-marketing/

4. Srikanth and Raju. Contemporary Green Marketing - Brief Reference to Indian Scenario. International Journal of Social Sciences and Interdisciplinary Research. Vol.1 No. 1, January 2012. indianresearchjournals.com

5. Sharma, Satakshi. Green Marketing Practices in Indian Companies. https://cervellopages.com/journal1-author10.aspx

6. Tyagi, Akansha and S.K. S. Yadav. Green Marketing Practices and Challenges to Indian Companies. COSMOS (Germany) JIF: 5.135; ISRA JIF: 6.717; ISI JIF: 3.721

TASK FOR EXPLORING THE DATA ON ANY OF THE AGRICULTURE-RELATED PRODUCT:- [23:35, 7/7/2025] Dr. Jayshree Singh: Choose any one Nature related Product - herbs, foliage or vegetables or fruits etc.

1. It should be from biodiversity so describe in detail its usages and effects.

2. Product Profile in marketing sites with detail description- at least five to six sites

3. Product ingredients - purchasing raw material from which producing sites either from farming resources or from Agricultural communities

4. Discuss in detail where and how that Product is processed in pharmaceutical or ayurvedic or homeopathic utility

5. Trading details - exporting how, where and which manufacturing-set up, factory or industrial unicorn 🦄 is engaged in doing so or NGO activity in linking the Biophysical conditions of the biodiversity.

6. Which locations of India working on the cultivation of that Product, how much time is engaged to sell or produce that Product and what efforts they have done to turn it into a business.

7. For Sample COLLECTION

PRoDUCT - MORINGA

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