Vol. 7, Issue 3, Part A (2025)

Mitigating marketing risks in agriculture requires a holistic approach that integrates financial tools, market intelligence, and policy support. By leveraging futures and options markets, improving access to credit, strengthening market linkages, and employing effective branding and consumer assurance strategies, Indian farmers and agribusinesses can navigate volatile markets with greater confidence. Marketing tools significantly influence consumer perception, risk reduction, and purchasing behavior. Advertising informs and persuades consumers, branding builds long-term trust and equity, and pricing signals product quality. As digital platforms evolve, these tools continue to shape the consumer decision-making process, reducing uncertainty and enhancing product adoption. Future research should focus on refining risk management frameworks tailored to the unique challenges and opportunities within India’s agricultural sector.