A COMPARATIVE STUDY ON DIGITAL MARKETING PRACTICES OF SEED COMPANIES WITH REFERENCE TO TULASI SEEDS PVT. LTD. AND NUZIVEEDU SEEDS

Abstract

The rapid proliferation of digital technologies has fundamentally transformed marketing communication across industries, including the traditionally field-oriented Indian agricultural sector. This study undertakes a systematic comparative analysis of the digital marketing practices adopted by two prominent seed companies Tulasi Seeds Pvt. Ltd. and Nuziveedu Seeds with the objective of evaluating their strategic digital presence and audience engagement effectiveness. Employing a descriptive and comparative research design, the study relies exclusively on secondary data sourced from publicly available digital platforms, including Instagram, Facebook, YouTube, and official company websites. Key performance indicators examined include follower base, posting frequency, content type, engagement rate, and overall platform consistency. The findings reveal that Nuziveedu Seeds maintains a robust, integrated multi-platform digital presence characterized by consistent posting activity and broader audience reach, reflecting a mature and structured digital marketing strategy. The study underscores that sustainable digital marketing effectiveness in the agribusiness sector demands a strategic equilibrium among reach, content consistency, and audience engagement quality. Based on the comparative findings, actionable recommendations are offered to help both companies optimize their digital marketing strategies, strengthen brand positioning, and enhance stakeholder communication within the competitive Indian seed industry.