THE PROBLEM

A premium agricultural fencing pole cost 5X more than traditional cement poles. Built for durability and longevity. But no one was buying.

The company initially targeted real estate developers and industrial buyers. Both segments rejected the product immediately. The team had no clarity on who would actually pay 5X for better fencing.

THE INSIGHT

Real estate and industrial buyers are cost-based project managers. They optimize for upfront price, not lifetime value. They're at the mercy of procurement gatekeepers and contractors who have zero incentive to choose premium materials.

The product needed buyers who value longevity over upfront cost AND have direct control over material choices. Not project managers. Not procurement teams. Actual end users who feel the pain of cheap fencing breaking down.

THE WORK

Ruled out real estate and industrial buyers entirely. Spoke to farmers, sellers, and contractors across multiple states. Mapped regional behavior, installation habits, and buying power.

Found the pattern: chain link fencing users in specific regions had both willingness to pay and valued longevity. Self-installers were priority one. Contractor-led markets were priority three.

Built a full GTM blueprint. Identified the right distributor types for priority one markets. Designed margin structures that worked for agricultural distribution. Solved installation logistics that mattered for self-installing farmers.

THE OUTCOME

GTM plan approved. Pilots launched in Tamil Nadu and Andhra Pradesh.

The company became the first branded player in a ₹2,000Cr agricultural fencing market. The product finally found its real product-market fit, not in industry, but in agriculture.