The Indian agriculture sector remains the backbone of the nation’s economy, accounting for about 15 percent of the country’s GDP. Nearly 60 percent of rural households rely on agriculture as their principal means of livelihood. To support continued growth, the agrochemical industry sector is developing strategies to grow strong distribution channels which are primarily based on retailers. Margins are different, depending on the brand, and so higher margins on competitor brands, can strongly motivate retailers to actively promote a different brand.