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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.