Grow better crops

Cyclone Gulab, crops, agriculture, agriculture

The first time I heard about the spread of new ideas was when I had a conversation with my summer internship mentor, Subhas Chakravarthy, in 1978. We discussed the challenges of launching products in the context of a new magazine launched by the Ananda Bazar group. Who picks up a magazine that offers in-depth content, long interviews and very little politics and films? Is it possible to specifically target these consumers?

I remember Subhas telling me about how Indian agronomists managed to convince the largely illiterate farmers to adopt new varieties of hybrid seeds.

First print: January 23, 2024 | 11:16 PM IST