Client / Partner
Multi-stakeholder market development initiative
Sector & Geography
Agriculture | Kutch, Gujarat, India
Engagement Focus
Market creation, farmer livelihoods, branding and consumer awareness
Farmers cultivating the local Kutch variety of dates faced persistent challenges related to market access, price realization, and long-term economic viability. IRFT designed and implemented a phased, three-year initiative aimed at building a sustainable consumer market for Kutch-grown dates while improving farmer livelihoods through demand creation and market linkage.
1
Create consumer awareness and demand for date fruits
2
Establish economic viability for the local Kutch date variety
3
Improve farmer livelihoods through better pricing and market access
The initiative followed a structured, phased approach.
Year I focused on a comprehensive feasibility study and market research, assessing farmers’ socio-economic conditions, identifying production and marketing challenges, and evaluating demand potential among urban, health-conscious consumers.
Year II involved the creation of a distinctive brand identity and an integrated marketing and communication strategy, leveraging digital platforms, social media, and influencer engagement to shift consumer mindsets.
Year III emphasizes converting awareness into purchasing behavior and scaling demand to improve farmer incomes and production sustainability.
1
Feasibility study and market research
2
Development of brand identity and communication strategy
3
Social media campaigns and influencer engagement
4
Seasonal demand creation during peak date availability
OUR IMPACT
The expected outcomes include increased consumer purchases, higher production levels, improved tissue plant sales, and enhanced farmer price realization, contributing to the long-term viability of Kutch-grown dates.
Social media platforms proved effective in raising awareness and changing consumer perceptions
Habitual consideration of date fruits increased during the four-month peak season
Influencer endorsements strengthened visibility and demand potential
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