Why polyhouse farming takes off in some villages and not others

What is shaping horticulture

Horticulture spans fruit, vegetables, flowers and plantation crops, with fast-moving prices and a high risk of post-harvest loss. Growers sell through mandis, traders and increasingly direct-to-buyer channels.

• Prices swing daily in mandi markets
• Post-harvest handling decides how much produce reaches buyers
• Organised retail and exporters set new quality standards

A greenhouse equipment company, working in Maharashtra, Karnataka & Himachal Pradesh. Client identity is withheld to protect confidentiality.

Organisation

A greenhouse equipment company

Sector

Horticulture

Team engaged

Market Research

Services

Qualitative research, Quantitative research, Lead generation

Despite subsidies, polyhouse adoption was patchy. The company wanted to know what held farmers back and how to identify the most promising prospects.

• Answer the core question: why polyhouse farming takes off in some villages and not others.
• Measure how widespread each pattern is, and explain the reasons behind it.
• Give the client evidence it can act on within 7 weeks.

Scope: 60 interviews, 700 survey responses.

Audiences we typically reach in horticulture

Growers and orchard ownersCommission agents and tradersNurseriesFresh-produce retailersExporters and packhouses

Coverage: Maharashtra, Karnataka & Himachal Pradesh. Market: India.

• India

A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.

1. 1Brief
2. 2Farmer interviews
3. 3Adopter and non-adopter survey
4. 4Insight

We interviewed adopters, drop-outs and non-adopters, then surveyed a wider sample to measure the barriers. We looked at finance, technical confidence, market linkages and peer influence.

Qualitative researchQuantitative researchLead generation

• Respondents were selected across Maharashtra, Karnataka & Himachal Pradesh using quotas set in advance for each location and respondent type, so no single area or group dominated.
• Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.

interviews

60

survey responses

700

• Trained local-language interviewers conducted interviews in person, supervised in the field.
• Interviews and discussions were led by experienced moderators using a guide agreed with the client.

• Back-checks on a share of completed interviews
• Time and location checks on field interviews
• Supervisor accompaniment in the field
• Recordings and transcripts for every session
• Re-screening of qualitative recruits
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Thematic coding of interviews and discussions
• Journey and decision mapping

• Adoption followed confidence in buyers for the produce, not just subsidy availability.

The biggest barrier was the market, not the equipment.

• Build on the core insight: the biggest barrier was the market, not the equipment.
• Focus effort where the evidence was strongest: adoption followed confidence in buyers for the produce, not just subsidy availability.
• Re-measure after the changes to confirm the effect.

• The company partnered with produce buyers in its marketing, and its sales team began prioritising villages with existing market linkages.

What changed in the business as a result of the work. Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables
• Interview summaries and key verbatims

• Repeat the measure after changes are in place to track progress.
• A natural follow-on question: how do consumers buy fresh produce today?