Assessing the Bio-Pesticide Market in Khordha District of Odisha, India: A Study on Market Intermediaries' Attitudes and Behaviors

Aims: This research analyses and explores the market status of bio-pesticides, attitudes and behaviour of intermediaries, the responsible factors and constraints in Khordha district of Odisha to deliver meaningful insights for the all the stakeholders involved. Study Design: A descriptive and exploratory research design was utilized in this study. Place and Duration of Study: This research, conducted in the crop year 2023–24, was confined to the Khordha district of Odisha. Methodology: This research is based on descriptive and exploratory research design. The primary data was collected for the crop year 2023–24, using experts’ advice based structured schedules via snowball sampling (n=27), complemented by secondary data. Snowball sampling was used for its cost-effectiveness and this method leveraged existing social networks of the researcher. The sample was limited to 27 in number because of time-constraints and availability of the intermediaries during the data collection process. Based on the literature review and suitability of the data, statistical tools and techniques such as One-way ANOVA, Chi-square, Multiple Linear Regression, and Logistic Regression, etc. were analysed using MS Office and IBM SPSS software. Results: This research revealed annual turnover of bio-pesticide to be positively influenced by number of villages served and number of dealerships of bio-pesticide based companies, while credit period for farmers (days) had a negative impact (F(14,12)=5.393, P=.01, R2=0.937). Among the dealers and retailers, DAESI (Diploma in Agricultural Extension Services for Input Dealers) certification was founf to be the significant and influencing factor in selling bio-pesticides (coefficient 4.252, Pseudo R2=0.673). Dealers and retailers largely preferred national level tours (59 percent), and 52 percent favoured doing business with local companies. They valued working with business-oriented company representatives (63 percent). Their preferred method of business transaction with farmers was cash (56 percent), and 81 percent of the respondents had plan for business expansion. As of promotion, posters/banners (96.30 percent) and farmer meetings (92.59 percent) were the most preferred tools among the dealers and retailers. Major constraints in pesticide business included high transportation costs (mean score: 3.41), lack of farmer knowledge (mean score: 3.22), and High cost of labour (mean score: 3.15). Conclusion: To promote sustainable agriculture, stakeholders should consider expanding awareness initiatives to educate farmers, retailers and dealers about the benefits of bio-pesticides. Bio-pesticide companies can play a vital role by boosting promotional efforts about the advantages of using bio-pesticides. Moreover, companies should prioritize ethical sales and distribution practices. This study also lays the groundwork for further in-depth research into bio-pesticide sales and marketing strategies, offering opportunities for future exploration and development.