Energy & Chemicals · Agribusiness · GTM Execution
Accelerating Product Development & GTM for a Leading Agri-Chemical Company
Multi-country insights. Grower-level primary research. A portfolio roadmap grounded in what the field actually told us – not what the desk research assumed.
The Situation
A portfolio expansion decision that needed to be right – and needed field evidence to back it.
A leading agri-chemical company was navigating significant pressure on two fronts simultaneously: expanding its product portfolio to capture new crop segments and geographies, and adapting to a market where sustainable practices and regulatory compliance were becoming commercial differentiators, not just obligations.
Leadership needed insights that desk research simply couldn't provide. They engaged GreyRadius for primary research-led market intelligence – conducted across multiple countries, spanning the full agricultural value chain from growers through distributors to end consumers.
Engagement at a glance
Sector
Agri-Chemicals · Crop Protection
Service
GTM Execution · Opportunity Assessment
Research scope
Multiple countries; growers, distributors, value-chain experts
Deliverables
Product roadmap, segment targeting, GTM framework
Expanding a portfolio without field evidence is how capital gets deployed into the wrong crops and geographies.
Multi-country, multi-crop complexity
Different crops, climatic zones, and farming systems across markets meant that generic product positioning wouldn't work. Grower needs, application practices, and willingness-to-pay varied significantly across countries – requiring market-specific approaches rather than a single global launch plan.
Sustainability pressure as a commercial variable
Increasingly, large agricultural buyers, export markets, and retail channels required evidence of sustainable sourcing and compliant input use. For agri-chemical companies, this meant sustainability wasn't just a PR play – it was becoming a qualification criterion for access to high-value customer segments.
Fragmented value chain intelligence
Product development and GTM decisions had historically been made on the basis of distributor feedback rather than grower insights. Distributors have their own commercial incentives – meaning the voice of the actual user was systematically underrepresented in portfolio decisions.
Primary research from field to boardroom – the full value chain in one synthesis.
Multi-country landscape assessment
GreyRadius analysed agrochemical market dynamics across target geographies – assessing crop-specific demand drivers, competitive intensity, regulatory frameworks, distribution structures, and positioning of key competitors. This created a fact base on where genuine market opportunity existed versus where competition was already saturated.
Direct grower research
Primary research was conducted directly with growers across target crops and countries – mapping application practices, pain points, product preferences, decision influencers, and willingness-to-pay. This bypassed the distributor filter and surfaced the actual unmet needs of the end user. Several assumptions embedded in the client's product roadmap were disproven by grower interviews.
Value-chain expert engagement
Beyond growers, GreyRadius engaged agronomists, distributors, large farm operators, and export market specialists – building a 360-degree view of value chain dynamics, sustainability compliance requirements, and the commercial criteria that matter at each stage of the chain.
Portfolio roadmap & GTM framework
Synthesised insights into a portfolio development roadmap and GTM framework – identifying which product types to prioritise for each market, which farmer segments were most receptive, and how to position on value rather than price. The framework included segment-specific channel strategies, distributor engagement approaches, and sustainability messaging aligned to buyer requirements.
Portfolio roadmap grounded in field evidence. High-receptivity farmer segments identified. GTM execution path defined.
Research depth
Full value chain
Growers, distributors, agronomists, export specialists – 360-degree view of decision dynamics across the chain
Portfolio impact
Grounded roadmap
Prior product assumptions disproven by grower research; roadmap rebuilt on actual field needs and crop-specific demand patterns
GTM targeting
High-receptivity segments
Targeted farmer segments with highest willingness-to-pay and fastest adoption cycles identified for priority GTM investment
Building a product portfolio for a new market or crop segment?
We run primary research programmes across agricultural value chains in India, GCC, SEA, and Africa. Talk to us.