2. Product modification and introduction of innovative products

The basic need of modern marketing is to regularly keep track of the consumers behaviour and adapt immediately to the requirements or the benefits sought by the consumers. As far as biofertilizers are concerned, it has been consistently argued for over a decade that there are tremendous product- and market-related constraints; however, the marketing organizations have not been able to adapt to the needs of the business environment.

The biofertilizers in a powder form have several constraints, as discussed above, which could be overcome to a great extent by product modification from a “powder form” to a “liquid form”, which has tremendous superior benefits, as discussed below. The product innovation is another step forward towards tackling farmers’ issues and some of them are the potash mobilizers like Frateuria aurentia, zinc and sulphur solubilizers like Thiobacillus species and manganese solubilizer fungal cultures like Penicillium citrinum, which have been identified for commercial operations and are highly useful and economical for enhancing agricultural productivity.