Marketing for clean and smart fertilisers in India

As demand grows for safer and more sustainable food production, innovation in plant nutrition matters more than ever. In India, Jeeva Chemicals produces fertilisers while strengthening its market position and contributing to healthier soils and more resilient food systems. With a clear ambition and in collaboration with PUM, the company is translating technical expertise into a focused market strategy.

Founded four years ago, Jeeva Chemicals produces liquid fertilisers and organic plant nutrition products at its own facility in Ahmedabad. Its products are free from sodium, chloride, heavy metals and harmful residues, responding to increasing concerns about soil health and environmental impact.

The company has grown rapidly by supplying other agrochemical companies, which sell the products under their own brand. This approach allows Jeeva Chemicals to offer high-quality and cost-effective alternatives to European fertilisers. Supported by strong in-house Research & Development, the company aims to become India’s leading specialty plant nutrition manufacturer, with a presence in 12 to 15 countries.

A strategic move into new markets

As the business expanded, Managing Director Abhishek Pipaliya identified opportunities beyond the existing sales model. Jeeva Chemicals wanted to reach new international partners and enter the growing consumer market for urban and kitchen gardens.

This shift required new capabilities. The company needed a clearer marketing focus, stronger brand visibility and a better understanding of how to engage end consumers. Product development also needed to align more closely with the requirements of different regions. To sharpen this strategy and build a solid foundation for growth, Jeeva Chemicals approached PUM for a marketing project.

Strengthening market focus

The collaboration with PUM expert Eric van ‘t Hoff focused on positioning marketing and sales as strategic drivers of growth. Through close interaction and practical training, the team strengthened its understanding of marketing principles and how to apply them across both business-to-business and consumer markets.

Together, they refined the company’s vision and value propositions and developed a clear marketing plan for India and selected export markets. Particular attention was given to the launch of Growwa, a new consumer brand for urban and kitchen gardens. Improvements to website content, search visibility and social media presence now support this market entry, while clear performance indicators guide future growth.

Sustainable growth with wider impact

The project has positioned Jeeva Chemicals for steady and responsible expansion. The strengthened marketing approach is expected to generate 10–30% additional revenue in the coming 12 to 24 months in the business-to-business segment. At the same time, Growwa is set to reach consumers through major online platforms. As activities grow, the company expects to create additional employment opportunities, particularly for young professionals in marketing, sales and product development.

Beyond commercial results, the project contributes to broader ecological and food security goals. By promoting clean, residue-free fertilisers with efficient nutrient release, Jeeva Chemicals supports healthier soils and more efficient use of inputs. This reduces environmental pressure while supporting safe and productive food cultivation, from urban gardens in India to export markets abroad.