The Business Problem

A legacy group entering the consumer space for the first time had developed a premium fencing pole. Built for durability, the product cost nearly 5 times more than traditional cement poles. But they had no clarity on who would buy it—or why. Initial attempts to sell to real estate developers and industrial buyers failed. The team needed a go-to-market strategy, a target segment, and a reason to exist.

What We Uncovered

We ruled out real estate and industrial segments, where cost always won over quality. Instead, we shifted attention to farmers. Their mindset was different. For them, spending on land was an investment, not an expense. And they deeply valued longevity. We then explored farmer behavior across regions. In places like Madhya Pradesh and Chhattisgarh, farmers installed fencing themselves. In Kerala, contractors controlled material choice and even manufactured cement poles, blocking entry. But in Tamil Nadu and Maharashtra, large landowners made decisions and hired contractors—ideal conditions for a premium, long-lasting product.

The Strategic Shift

We identified progressive farmers as the core audience, especially those already investing in chain link fencing. These buyers had the willingness to pay and the mindset to value longevity. We prioritized Tamil Nadu, Maharashtra, and Gujarat as key markets. We deprioritized Kerala, despite its plantations, due to gatekeeping contractors.

How We Brought the Positioning to Life

We mapped target districts, selected model distributors with credibility in agri products, and negotiated margins. A full GTM blueprint was created: audience segmentation, market prioritization, distributor activation, and install logistics. We turned the brief from “find a customer” into a clear path to launch.

What Changed

The brand found its first real product-market fit. A ₹2000 crore opportunity was unlocked. The board approved the pilot on the back of the GTM clarity. What started as a product with no market found its purpose in the fields of India’s most future-focused farmers