Excelsior Correspondent
JAMMU, Jan 16: Conducted by Krishi Branding Centre, SKUAST-J ABI Foundation under the Holistic Agriculture Development Programme (HADP), a three-day training programme titled “From Farm to Brand: Building a Distinctive Pathway for Sustainable Agribusiness Growth” concluded today.
The initiative was implemented under Project Number 4: “Strengthening Agricultural Marketing in the Union Territory of J&K”, under the overall direction of Prof BN Tripathi, Vice Chancellor, SKUAST-Jammu, with expert guidance from Prof Jyoti Kachroo, Director, SKUAST-J ABI Foundation and Principal Investigator, Krishi Branding Centre.
The training initiative aimed to enhance market orientation among agri-entrepreneurs by strengthening their understanding of branding, digital marketing, value addition, sustainable packaging, and market linkages. Emphasis was laid on developing cost-effective, sustainable, and income-generating agribusiness models aligned with contemporary market demands.
A key highlight of the programme was an illuminating and strategic session by Prof Jyoti Kachroo, who provided in-depth insights into the pivotal role of branding in strengthening agricultural marketing systems in J&K. Her deliberations were supported by a detailed cost-return analysis of branding interventions and covered critical aspects such as brand strategy formulation, market positioning, logo designing, trademark registration, and the importance of quality and compliance certificationsfor enhancing product credibility and consumer trust.
Highlighting institutional support mechanisms available under HADP, Prof Kachroo guided participants on transforming traditional agricultural and horticultural enterprises into competitive, scalable, and market-driven agri-entrepreneurial ventures aligned with sustainable development goals.
The session also witnessed the signing of a Memorandum of Agreement (MoA) with UMEED Vikshal Mahila Reasi FPO, marking a significant milestone in formalizing collaborative efforts for branding, value addition, and market linkage support for women-led farmer enterprises.
Participants further benefited from expert lectures on sustainable and optimized packaging, eco-labelling, digital marketing platforms, brand creation fundamentals, grading and standardization, and AGMARK certification procedures, with practical insights on value addition using small or leftover farm produce.
The programme concluded with a valedictory session and distribution of certificates to all participants.
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