Read this part first

If you are in marketing at a large agrochemical company right now, you already know the quiet truth of this industry: almost nobody in it is actually building a brand.

You run product launches. You produce technical literature. You fund dealer schemes, trade discounts and van campaigns. Your budget is largely a sales support line, and marketing is treated as a service function to the commercial team. The molecule goes off patent, the generics arrive, and the only lever anyone reaches for is price.

You have probably argued, more than once, that this category needs a real brand. And you have probably been told that farmers do not buy brands, they buy results.

We think that is wrong, and we are willing to spend responsible money proving it.

What is actually on the table

A category with no leader. Indian agri-inputs is a multi-billion dollar market with no household name. No brand a farmer asks for by name the way he asks for Bournvita or Boroline. Every large player in this industry is a portfolio of molecules with a logo on top. That space is genuinely empty, and there is no incumbent with a thirty year brand head start to fight.

Marketing is not a support function here. You are not servicing the sales team. You own demand. Full marketing P&L;, you approve your own spend, and the approval chain is you and the founders. If you decide on Monday that we are going on TV, we can be on TV. No global brand team, no regional template to align with, no six month gate before a campaign reaches a farmer.

You will actually build with AI, not present a slide about it. Every company you are interviewing with has an AI slide. Ask them what shipped. We are on the other side of that question. AI is already in how we run this business, and marketing is the next function to be rebuilt around it. Concretely:

- Regional language creative at a volume no traditional agri team can match. Hindi, Marathi, Telugu, Punjabi, Bhojpuri, at the pace of a daily newsroom rather than a season-by-season campaign cycle
- Farmer-level personalisation across WhatsApp, app and voice, driven by crop, geography, season and purchase history
- Attribution and media mix modelling you build yourself, instead of waiting two quarters for a central analytics team
- Agentic workflows across research, competitor tracking, content and reporting,



so a lean team performs like a large one

Nobody will send you to an AI governance committee. If you want to build it this week, build it this week.

140 million farm households. Not a segment. Not a Tier 2 expansion project. The actual mass market of India, still largely unbranded, still buying on the retailer's word. You know better than most how much of this category's volume moves purely on dealer push, and what it would be worth to create genuine farmer pull.

No brand guidelines to inherit. You will write them. The positioning, the architecture, the codes this category gets judged by. Whoever takes this seat decides what Katyayani looks and sounds like for the next twenty years.

A working engine, not a blank page. This is not a turnaround or a bet on hope. We are already profitable, already reaching lakhs of farmers digitally, already have distribution and a field force. You are not proving the business works. You are taking something that works and making it famous.

Compensation is not the constraint. For the right person, comp is no bar. If you can build this brand, we would rather solve for your number than lose you over it.

Something to point at. Twenty years from now you can drive through rural MP and see the name you built painted on the wall of a shop. Very few marketing careers in this industry end with something you can point at.

The honest version

This is Bhopal, not Bandra or Gurgaon. You will spend real time in mandis and villages, not only in review meetings. There is no army of agencies to hide behind in year one, and you will build the team yourself.

We will expect you to run a small, sharp team amplified by tooling, rather than a large one amplified by headcount. If your idea of seniority is the number of people reporting to you, this is the wrong seat.

The problems are unglamorous and the feedback loop is brutal, because a farmer either repurchases or he doesn't.





If that sounds like a downgrade, this is not the right role. If it sounds like the first honest job description you have read this year, keep reading.

What you will own

- The full marketing P&L;, and the growth number attached to it
- The leap from digital-first to mainstream: TV, radio, regional print, outdoor and village-level activation
- Rural go-to-market and brand pull in Tier 3, Tier 4 and below, working with our field and retailer network
- The existing performance engine: paid, YouTube, WhatsApp, app, D2C
- An AI-led regional language content operation built on agronomy and trust, not advertising noise
- The marketing tech and data stack, including attribution, MMM and the automation layer underneath it
- Hiring and building the marketing org from here to 10x

Who we think this is

- 10+ years in agrochemicals, crop protection, fertilisers, seeds or allied agri-inputs. This is not negotiable for us. We want someone who already understands the molecule, the season, the crop cycle, the channel, the dealer credit reality and the way a farmer actually makes a spray decision. There is no ramp-up period on this one
- You have seen this category from the inside and been frustrated by how little brand work happens in it. You already have a point of view on what should be done differently
- AI-native in how you work, not in how you talk. You already use these tools daily, you have opinions about which ones are actually good, and you would rather build a workflow than brief an agency to do it slower
- You think in systems and leverage. Your instinct on a repetitive problem is to automate it, not to hire five people for it
- Data driven to the point of being difficult about it. You can defend every rupee with a number, and you build attribution before you build campaigns
- Ideas this category has never seen. Domain depth is the entry ticket, not the qualification. We are not hiring someone to run the standard agri playbook louder
- Builder mindset. High ownership, low ego, comfortable being in the field and in the spreadsheet on the same day
- Premier institute background is a plus. An exceptional track record beats it

Compensation

No bar for the right candidate. We will build the package around the person rather than around a grade.

📌 Marketing Head (Bhopal)
🏢 Katyayani Organics
📍 Bhopal