Study on Market Potential and Brand Awareness Level of Nano Urea in Bareilly District of Uttar Pradesh, India

Brand awareness plays a pivotal role in the adoption and diffusion of new agricultural technologies. In the case of Nano Urea, which represents a paradigm shift in fertiliser application, it is crucial to evaluate how well-informed the target audience, primarily farmers, input dealers, and agricultural extension workers, are about the product. This study investigates the marketing and distribution challenges of fertilisers, particularly Nano Urea, among farmers in Bareilly district, Uttar Pradesh, India, with a focus on identifying key application constraints, assessing farmer awareness levels, and evaluating the effectiveness of promotional strategies employed by fertiliser companies. The selected study area, Bareilly, was chosen purposively due to its high usage of Urea fertilisers, with Aonla block specifically targeted for its large farming population. A combination of primary and secondary data was collected through structured interviews, surveys, and official records. The study adopted a descriptive research design with multistage random sampling to select districts, blocks, villages, respondents, and market functionaries. Analytical tools such as the Chi-square test, Market Share analysis, Likert Scale, and Garrett's Ranking Technique were employed. The findings revealed major constraints, including a lack of human resource awareness, health-related concerns, climatic influences, technological limitations, and quality issues. The study recommends improving awareness campaigns, strengthening infrastructure, involving dealers in promotional programs, and utilising information technology for efficient marketing. These steps will enhance fertiliser access, usage, and sustainability in Indian agriculture.