Supporting Market Entry for a Global Agriculture Pioneer in Southeast Asia

Project Background & Objective

In their third engagement with us, our client—a global leader in agricultural chemicals with operations in 50+ countries—saw strong potential in their HT rice system to solve persistent weed control challenges in key Southeast Asian markets. While the opportunity was promising, entering these markets required navigating local complexity and regulatory risks. In this context, the client engaged us to define clear market entry strategies tailored to specific needs of each country:

• In one key country, our objectives were to position the HT technology strategically, enable market entry for HT and hybrid rice seeds, and develop strong go-to-market strategies

• In a neighbouring country, the focus was on understanding the regulatory landscape and crafting a strategy to initiate the HT project

Our Approach

Our comprehensive scope involved:

• Market Dynamics: Analysing market trends, hybrid rice adoption, pricing structures, competitive landscapes, and regulatory frameworks

• On-the-Ground Research: We visited key agricultural regions to speak directly with stakeholders—conducting 125 farmer interviews, 5 focused group discussions, and over 30 expert interviews. We also onboarded sector specialists to guide analysis and validate emerging insights.

Our Impact

We delivered a clear, actionable blueprint to help the client expand their HT rice system across Southeast Asia. Our regulatory deep dive helped de-risk market entry, while our guidance emphasized the need for strong local partnerships. In key markets, we optimized product positioning by addressing farmer concerns and identifying receptive segments. With our recommendations, the client was able to accelerate regulatory approval and adoption. Our insights helped shape strategic decisions, reinforcing our role as a trusted growth partner.