Role of Branding, Packaging, and Labelling on the Economic Performance of Emerging Agripreneurs
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Author: Navneet Kaur Gill, Shivangi Jain, and Ramandeep Singh
Author Address: Teaching Assistant, Senior Research Fellow, and Director, School of Business Studies, Punjab Agricultural University, Ludhiana-141 004 (Punjab) India
Keywords: Business success, economic growth, food entrepreneurs, marketing.
JEL Codes: L66, L81, M31, O13, Q13.
Abstract
This study highlighted the vital role of branding, packaging, and labelling (BPL) in driving the economic success of food-based agripreneurs in Punjab. Factors such as ingredient transparency, convenience, and visual appeal build consumer trust and brand differentiation. To harness these benefits, agripreneurs should enhance BPL strategies to better connect with consumers. Policymakers can support this through grassroots training, financial incentives for sustainable packaging, and clear labelling regulations. Technical support and collaborative networks with designers and marketers can spur innovation. Integrating BPL into vocational and agricultural education will also help develop a skilled workforce. These efforts can elevate agribusinesses, create rural jobs, and strengthen the agrifood value chain, positioning BPL as a key driver of sustainable and competitive growth.
Description
Indian J Econ Dev, 2025, 21(2), 285-296
https://doi.org/10.35716/IJED-25088