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Product cover image for Agzistence: Bridging Theory & Practice in India’s Agricultural Education

Agzistence: Bridging Theory & Practice in India’s Agricultural Education

Shubham Sharma, Aniruddha Jena

Product #:W44813
Supplier:Ivey
Discipline:Entrepreneurship, Marketing
Setting:India, 2023
Details:Case (PDF) • 15 pages • 2025-09-03

Subjects:

EntrepreneurshipMarketing

Industries:

Education institutions

Geography:

IndiaAsia
Your Price:$9.71

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Dr. Bijayashree Satpathy, the founder of Agzistence, a digital platform offering industry-aligned certification courses in agricultural education, faced a difficult challenge. Despite growing recognition of the need for industry-readiness among agriculture students in India, Agzistence struggled to attract consistent student enrolment on its knowledge platform. The case explores the challenges Agzistence faced in dealing with limited awareness about the market situation among agricultural students, skepticism about the value of certification programs, and concerns over job opportunities after course completion. How should Satpathy navigate this challenge? How should Agzistence respond to student resistance and communicate its value to learners?

Learning Objectives

The case can be used by undergraduate and graduate degree program students. It can be useful for both full-time and executive-level participants. The case may be used in the Entrepreneurial Marketing course to understand how early-stage ventures plan and execute go-to-market strategies to communicate their value propositions. Alternatively, the case may be used in the Entrepreneurship course to understand how early-stage ventures and entrepreneurs identify, engage, and respond to customer segments. After working through the case and answering the assignment questions, students should be able to do the following:
  • Understand why target customers may hesitate to adopt an organization’s products or services.
  • Evaluate the effectiveness of an organization’s strategies for communicating with the target market.
  • Assess the risks and benefits involved in external collaboration and direct engagement to instill consumer trust.
  • Design a practical and sustainable go-to-market strategy for organizations facing limited uptake of their services.
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Case Study: Agzistence: Bridging Theory & Practice in India’s Agricultural Education (English version) | Ivey Publishing