We are advancing our R&D efforts to develop next-generation agri-inputs: Coromandel International MD
As one of India’s leading agri-solutions providers, Coromandel is deeply invested in delivering value across the entire agri value chain from fertilisers and crop protection to bio-products, specialty nutrients, digital platforms and retail. “Our goal is to position Coromandel as trusted partner in transforming Indian agriculture and delivering lasting value to all stakeholders,” Sankarasubramanian S, Managing Director and CEO, Coromandel International,told businessline.
Coromandel inaugurated its 1,000th Gromor retail store in Ahilyanagar in Maharashtra, marking a major milestone. What has been the biggest challenge in scaling such an extensive rural retail network?
Reaching the 1,000 store milestone has been a significant achievement for us, and it reflects years of structured efforts to bridge the last-mile gap in agri-input distribution and advisory services. Since setting up our first retail store in 2007, we have tested out various formats and refined our approach to emerge as India’s largest agri solutions retailer.
Given the small and marginal nature of Indian farms and their significant reliance on unorganised credit channels, our biggest challenge has been creating a scalable and profitable retail model that aligns with customer expectations.
Through our Company Owned-Company Operated (COCO) retail stores, we maintain uniform standards of service, quality and farmer engagement.
Your new flagship mega-format store will integrate soil testing, crop-specific guidance and sustainable farming practices. How do you see farmers adapting to these services, and what role does technology—such as sensors or digital platforms—play in accelerating adoption?
The flagship mega-format store is envisioned as a one-stop destination for farmers, offering integrated farm management services. In regions like Western Maharashtra, where horticulture is dominant, we are witnessing a strong shift in farmers’ willingness to embrace scientific and data-driven solutions, especially when these directly improve yields and cost efficiency.
Farmers are increasingly open to services such as soil testing, IoT-based advisory, drone spraying, and crop-specific nutrition plans, provided they are delivered in a reliable and accessible format.
In Coromandel’s context, our ‘My Gromor’ app, used by over 1 million farmers, provides real-time product information, image-based disease detection, localized recommendations and doorstep delivery. Notably, 15 per cent of our total retail sales are now generated through the app, underscoring strong adoption across semi-urban and rural markets. Similarly, our drone based spraying services covered over 2 lakh acres last year and farmer response has been quite encouraging.
The My Gromor app has crossed one million downloads. How do you envision digital agri-advisory complementing physical retail?
Our digital approach is designed to complement, not replace, physical retail. The My Gromor app serves as a digital extension of our store network, helping farmers stay connected to advisory, product information, weather forecasts and pest alerts anytime, anywhere.
As we continue to innovate, we expect digital platforms to evolve into independent revenue streams whether through premium advisory services, comprehensive input packages, or even subscription-based precision solutions. The hybrid model of phygital agri-retail is here to stay, and we’re investing in both legs to serve farmers better.
With climate change and soil health becoming pressing concerns, how is Coromandel planning to position itself as a leader in sustainable agri-solutions?
We are at the forefront of driving sustainable agricultural practices and are among the leading marketers of organic fertilizers in the country. Through our ‘My Gromor’ centers, we actively promote balanced crop nutrition, soil health restoration, and adoption of bio and organic inputs. As the world’s largest manufacturer of neem-based biopesticides, we champion integrated pest management and are steadily advancing the adoption of regenerative agriculture practices to build a healthier and more sustainable farming ecosystem.
Our R&D facilities are driving product and process innovation, with a focus on developing differentiated offerings tailored to India’s diverse agro-climatic zones. We are also advancing our R&D efforts to develop next-generation agri-inputs. In parallel, we are forging strategic partnerships with research institutions and agri-tech startups to co-develop climate-smart innovations in areas such as solar energy storage, agri-robotics, and carbon reduction.
