Vol. 7, Issue 12, Part G (2025)

The present study investigates the critical role of marketing and branding strategies in the promotion of organic farming in Anantapur district of Andhra Pradesh. As a region marked by arid climatic conditions, low rainfall, and recurrent droughts, Anantapur presents unique challenges for conventional agriculture, making it a promising candidate for the adoption of sustainable organic farming practices. The study focuses on understanding the socio-economic background of organic farmers, evaluating the branding and marketing approaches adopted, and identifying the major constraints inhibiting the growth of organic farming. The research was conducted using purposive sampling methods in selected mandals and villages within the district. Data were collected through structured interviews, focus group discussions, and key informant interviews, involving a total of 100 farmers engaged in organic practices. Descriptive statistics were used to analyze socio-economic data, while the Garrett Ranking Technique and SWOT analysis were employed to identify key challenges and strategic opportunities.

Findings reveal that while there is growing interest in organic farming, critical issues such as lack of certification support, limited access to organized markets, insufficient promotional efforts, and low consumer awareness continue to hinder widespread adoption. Additionally, farmers expressed a need for cooperative branding models, improved training, and policy support to help build consumer trust and improve market linkages. The study concludes with recommendations that include strengthening institutional frameworks, expanding branding and marketing education, and enhancing infrastructural facilities. These strategic interventions are essential to transform organic farming from a niche practice into a mainstream livelihood option in Anantapur.