In a noteworthy initiative to empower emerging agripreneurs in Punjab, the NIDHI-TBI team at the Punjab Agricultural University (PAU) and the School of Business Studies (SBS), Ludhiana, conducted a comprehensive field survey for one of their potential incubatees, Mr Varinderjit Singh, village Jalberra, district Fatehgarh Sahib. Mr Singh, an inspiring example of reverse migration, has returned to his native village with the vision of establishing his own retail outlet. His proposed retail store aims not only to market his own products but also to function as a common sales point for various agripreneurs associated with the NIDHI-TBI network. This aligns closely with NIDHI-TBI’s broader objective of fostering collaboration, creating shared retail platforms, and strengthening market linkages among rural entrepreneurs.
The field visit was conducted by Mr Gurinder Singh, CEO, NIDHI-TBI, and Dr Navneet Kaur Gill, Teaching Assistant, SBS, under the guidance of Dr Ramandeep Singh, Principal Investigator, NIDHI-TBI (DST, GoI), and Director, School of Business Studies, PAU; and Dr Poonam Sachdeva, CO-PI, NIDHI-TBI (DST, GoI) and Principal Food Technologist, FST. During the visit, Mr Gurinder assessed the feasibility of the proposed outlet, studied the local market dynamics, and interacted to understand consumer needs and buying behavior. The team provided several strategic suggestions to support the successful establishment of the retail store. They emphasized the importance of proper store layout planning, including designated sections for fresh produce, processed foods and products from partner agripreneurs. The team also recommended developing a visually appealing and functional product display system to enhance customer experience and encourage impulse buying. They also advised the entrepreneur to adopt effective inventory management practices, ensuring the availability of fast-moving items while reducing wastage.
To build early visibility and trust, the team suggested implementing branding elements such as a clear store identity, logo placement and consistent packaging for the products displayed. They encouraged the use of digital marketing tools, including social media promotion and WhatsApp-based customer engagement, to attract local buyers and expand outreach.
Additionally, the NIDHI-TBI team highlighted the potential of collaborative marketing by including products manufactured by other agripreneurs in the network. This collaborative model would not only increase footfall but also strengthen the ecosystem of rural startups. This collaborative effort reflects PAU’s and NIDHI-TBI’s continued commitment to empowering rural youth, promoting entrepreneurship, and creating sustainable livelihood opportunities through innovation-driven agribusiness support.
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