ZP CEO states that "Farmers, artisans should find innovative ways to market their produce."The remark, made on March 22, 2026, suggests a call for enhanced marketing strategies, with a mention of potential assistance from 'Exim Bank'. The bank is slated to collaborate with ZP officials to "create a platform" for better product visibility.
The call for innovation in marketing highlights a perceived gap between production and market reach for local goods. This directive implies a need for producers to move beyond mere creation and engage in more sophisticated sales tactics. The emphasis on "innovative marketing, packaging and advertising" points to a demand for proactive engagement with consumers and markets, rather than a passive reliance on existing channels. The specific mention of 'Khanapur pottery' and 'Kolhapuri chappals' as having "great market potential" suggests a focus on unique local products that may not be reaching their full economic capacity.
Further recommendations advocate for a broader financial sector involvement, with the CEO stating, "other banks should also formulate a programme to help in the same way as Exim Bank." This implies a desire for a systemic shift in how financial institutions support the agricultural and artisanal sectors, moving beyond simple credit to include market development.
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Digital avenues suggested for product promotion
The conversation around product marketing increasingly intersects with the digital realm. Effective strategies identified include 'website development', 'social media marketing', 'email marketing', and 'paid advertising'. Social media, in particular, is highlighted for its ability to establish "direct, two-way channel[s] to their customers," a significant departure from more traditional, one-way communication methods. The ownership of an 'email list' is also noted as a crucial asset, free from the volatility of platform algorithms.
The strategy for any given producer is posited to be context-dependent, hinging on individual "goals." The importance of "local relationships" within the food ecosystem is framed as a "marketing lifeline."
A Call for Systemic Change in Food Systems
The broader context for these marketing discussions appears to be a global sentiment that "The world needs a new food revolution." Food systems have gained prominence on international agendas, appearing in discussions at the "UN Food Systems Summit" and "COP30 climate change conference."
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"Incentivizing farmers to play their part depends on resilience, resources and rewards."
This suggests that for farmers and artisans to embrace new marketing approaches, they require supportive structures, access to necessary resources, and tangible benefits for their efforts. The article points to "India's experience" as an example of how "public-private partnerships" can be instrumental in fostering "sustainable food systems," indicating a potential model for future development in this area.
