Communication Catalyst: Process, Impact and Innovation in Farmer Producer Organizations

Communication plays a crucial role in facilitating production and shaping production behavior within a business ecosystem. In Indian agriculture, Farmer Producer Organizations (FPOs) have emerged as a new institutional arrangement for farmers, extending beyond the scale of individual holdings. The primary challenge in promoting such transformation and the metamorphosis of the farming community has been the lack of effective, planned, and sustained communication interventions. Entrepreneurial communication is essential for the survival and growth of any business ecosystem. This book examines the interplay between communication and entrepreneurship, which serves as the driving force behind the success of FPOs operating in Indian agriculture. Even small farmers today are eager to convert their products into marketable brands, targeting specific customers with tailored offerings of choice, preference, and utility. This book is expected to cater to a global audience that has been closely observing the significant changes in Agricultural Entrepreneurship and the reshaping of livelihoods for Indian farmers.