This paper aimed to track the marketing journey of GM (genetically modified) cotton in India. It used the basic concepts like PLC (product life cycle) and 4P's framework from the marketing theory to make interpretations. The article underwrote the marketing theory by unifying the theoretical concepts with practicality. The scene was set against the backdrop of India which enhances its significance. The paper revealed that many marketing strategies were used for the introduction as well as penetration of GM cotton in our country. It drew a clear picture of various marketing tactics used by the technology promoters of the product to steer ahead on the path of growth. It also pointed out the legal and procedural irregularities present in the approval system for the new entrants. It further emphasized the fact that GM cotton in India has sailed through many ups and downs in its journey. The marketing strategies adopted were a mix of traditional as well as innovative approaches. The thin line difference between being ethical and unethical also got blurred in some instances.

1. Agricultural Biotechnology Council of Australia. (2012). GM cotton in Australia: A resource guide. Retrieved from <a href=http://www.abca.com.au/wp-content/uploads/2012/09/ABCA_Resource_Guide_3_v2.pdf target="_blank">http://www.abca.com.au/wp-content/uploads/2012/09/ABCA_Resource_Guide_3_v2.pdf</a>
2. Agriquest. (n.d.). Genetic engineering. Retrieved from <a href=http://www.agriquest.info/index.php/genetic-engineering target="_blank">http://www.agriquest.info/index.php/genetic-engineering</a>
3. Anderson, C. R., & Zeithaml, C. P. (1984). Stage of the product life cycle, business strategy, and business performance. Academy of Management Journal, 27 (1), 5-24. doi: 10.2307/255954
4. Arora, A., & Bansal, S. (2011). Diffusion of Bt cotton in India: Impact of seed prices and technological development (Discussion Paper 11-01). New Delhi : Center for International Trade and Development School of International Studies, Jawaharlal Nehru University.
5. Arora, A., & Bansal, S. (2012). Price controls on Bt cotton seeds in India: Impact on seed providers (Discussion Paper 12-02). New Delhi : Center for International Trade and Development School of International Studies, Jawaharlal Nehru University.
6. Arshad, M., Suhail, A., Ashgar, M., Tayyib, M., & Hafeez, F. (2007). Factors influencing the adoption of Bt cotton in the Punjab, Pakistan. Journal of Agriculture and Social Sciences, 3 (4), 121-124.
7. Bt cotton enthuses Punjab. (2005, May 11). Business Line. Retrieved from <a href=http://www.sify.com/movies/boxoffice.php?id=13739029&cid=13432576 target="_blank">http://www.sify.com/movies/boxoffice.php?id=13739029&cid=13432576</a>
8. Centre for Sustainable Agriculture. (2005). Story of Bt cotton in Andhra Pradesh: Erratic processes and results. Secunderabad, A.P. Retrieved from <a href=http://indiagminfo.org/wp-content/uploads/2011/11/The-Story-of-Bt-Cotton-in-Andhra-Pradesh.pdf target="_blank">http://indiagminfo.org/wp-content/uploads/2011/11/The-Story-of-Bt-Cotton-in-Andhra-Pradesh.pdf</a>
9. Chawla, K.S. (2003, November 17). Punjab cries for Bt cotton. The Tribune. Retrieved from <a href=http://www.tribuneindia.com/2003/20031117/agro.htm#1 target="_blank">http://www.tribuneindia.com/2003/20031117/agro.htm#1</a>
10. Choudhary, B., & Gaur, K. (2010). Bt cotton in India: A country profile. ISAAA Series of Biotech Crop Profiles. Ithaca, NY : ISAAA.
11. Choudhary, B., & Gaur, K. (2011). Bt cotton events & hybrids in India, 2002 to 2010. ISAAA Biotech Information Centre. New Delhi : ISAAA.
12. Chowdhary, S. (2007, March 12). Seeking better biotech 'yields'. Financial Express. Retrieved from <a href=http://www.agbioworld.org/newsletter_wm/index.php?caseid=archive&newsid=2659 target="_blank">http://www.agbioworld.org/newsletter_wm/index.php?caseid=archive&newsid=2659</a>
13. Day, G. S. (1981). The product life cycle: Analysis and applications issues. Journal of Marketing, 45 (4), 60-67. DOI: 10.2307/1251472
14. Derwisch, S., Kopainsky, B., & Troeger, K. (2011).The management of trust for stimulating the adoption of improved maize seed in Malawi. Paper prepared for presentation at the International Conference of the System Dynamics Society, July 24-28, 2011. Retrieved from <a href=http://www.systemdynamics.org/conferences/2011/proceed/papers/P1226.pdf target="_blank">http://www.systemdynamics.org/conferences/2011/proceed/papers/P1226.pdf</a>
15. Dhalla, N. K., & Yuspeh, S. (1976, January 1). Forget the product life cycle concept. Harvard Business Review, 54, 102-112.
16. Fernandez-Cornejo, J., Alexander, C., & Goodhue, R. E. (2002). Dynamic diffusion with disadoption: The case of crop biotechnology in the USA. Agricultural and Resource Economics Review, 31(1), 112-126.
17. Frisvold, G. B. (2004). Diffusion of Bt cotton and insecticide use. Paper prepared for Presentation at the Western Agricultural Economics Association Annual Meeting, June 30-July 2, 2004. Honolulu, Hawaii. Retrieved from <a href=http://ageconsearch.umn.edu/bitstream/36223/1/sp04fr01.pdf target="_blank">http://ageconsearch.umn.edu/bitstream/36223/1/sp04fr01.pdf</a>
18. Ganesh. (2012, July, 14). Show-cause notice to Bt cotton seed supplier. Indian Express. Retrieved from <a href=http://www.newindianexpress.com/nation/article566493.ece?service=print target="_blank">http://www.newindianexpress.com/nation/article566493.ece?service=print</a>
19. Gardner, D. M. (1987). The product life cycle: A critical look at the literature. In, M. Houston (ed.), Review of marketing (pp. 162 - 194). Chicago, IL : American Marketing Association.
20. Golder, P. N., & Tellis, G. J. (2004). Growing, growing, gone: Cascades, diffusion, and turning points in the product life cycle. Marketing Science, 23 (2), 207 - 218.
21. Grantham, L.M. (1997). The validity of the product life cycle in the high-tech industry. Marketing Intelligence & Planning, 15 (1), 4 - 10. DOI : <a href=http://dx.doi.org/10.1108/02634509710155606 target="_blank">http://dx.doi.org/10.1108/02634509710155606</a>
22. Herring, R. J. (2006). Why did "operation cremate monsanto" fail? Science and class in India's great terminator-technology hoax. Critical Asian Studies, 38 (4), 467 - 493.
23. India beats China in Bt cotton cultivation. (2007, March 7). Biospectrum. Retrieved from <a href=http://www.biospectrumindia.com/biospecindia/news/157400/india-beats-china-bt-cotton-cultivation target="_blank">http://www.biospectrumindia.com/biospecindia/news/157400/india-beats-china-bt-cotton-cultivation</a>
24. James, C. (2010). Global status of commercialized biotech /GM crops: 2010. ISAAA Brief No. 42. Ithaca, NY : ISAAA.
25. James, C. (2013). Global status of commercialized biotech /GM crops: 2013. ISAAA Brief No. 46. Ithaca, NY : ISAAA.
26. Kant, C.K. (2008, Sept 15). Sale of spurious Bt cotton dips to 5.23%. Business Standard. Retrieved from <a href=http://www.business-standard.com/article/markets/sale-of-spurious-bt-cotton-seed-dips-to-5-23-108091501038_1.html target="_blank">http://www.business-standard.com/article/markets/sale-of-spurious-bt-cotton-seed-dips-to-5-23-108091501038_1.html</a>
27. Karihaloo, J.L., & Kumar, P.A., (2009). Bt cotton in India : A status report (Second ed.). New Delhi : Asia Pacific Consortium on Biotechnology (APCoAB) and Asia - Pacific Association of Agricultural Research Institutions (APAARI).
28. Kopainsky, B., & Derwisch, S. (2009, July). Model-based exploration of strategies for fostering adoption of improved seed in West Africa. Paper presented at the 27th International Conference of the System Dynamics Society. Albuquerque. Retrieved from <a href=http://www.systemdynamics.org/conferences/2009/proceed/papers/P1226.pdf target="_blank">http://www.systemdynamics.org/conferences/2009/proceed/papers/P1226.pdf</a>
29. Kotler, P., & Keller, K.L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
30. Krishnakumar, A. (2005, June 04-17). Seeds of controversy. Frontline. 22(12). Retrieved from <a href=http://www.frontline.in/static/html/fl2212/stories/20050617003010200.htm target="_blank">http://www.frontline.in/static/html/fl2212/stories/20050617003010200.htm</a>
31. Loganathan, R., Balasubramanian, R., Mani, K., & Gurunathan, S. (2009). Productivity and profitability impact of genetically modified crops : An economic analysis of Bt cotton cultivation in Tamil Nadu. Agricultural Economics Research Review, 22, 331-340.
32. Maharashtra company challenges ban on Bt cotton seeds. (2014, April 6). The Times of India. Retrieved from <a href=http://timesofindia.indiatimes.com/city/bengaluru/Maharashtra-company-challenges-ban-on-Bt-cotton-seeds/articleshow/33304601.cms target="_blank">http://timesofindia.indiatimes.com/city/bengaluru/Maharashtra-company-challenges-ban-on-Bt-cotton-seeds/articleshow/33304601.cms</a>
33. Mahyco allowed to sell Bt cotton seeds. (2013, May 7). The Hindu. Retrieved from <a href=http://www.thehindu.com/news/national/other-states/mahyco-allowed-to-sell-bt-cotton-seeds/article4689665.ece target="_blank">http://www.thehindu.com/news/national/other-states/mahyco-allowed-to-sell-bt-cotton-seeds/article4689665.ece</a>
34. Manjunath, T.M. (2004). Bt-Cotton in India: The technology wins as the controversy wanes. AgBioWorld. Retrieved from <a href=http://www.agbioworld.org/newsletter_wm/index.php?caseid=archive&newsid=2300 target="_blank">http://www.agbioworld.org/newsletter_wm/index.php?caseid=archive&newsid=2300</a>
35. Marketing of BT cotton in India: Aggressive, unscrupulous and false... (n.d.). Retrieved from <a href=http://www.greenpeace.org/india/Global/india/report/2005/9/marketing-of-bt-cotton-in-indi.pdf target="_blank">http://www.greenpeace.org/india/Global/india/report/2005/9/marketing-of-bt-cotton-in-indi.pdf</a>
36. Meenaghan, J., & O'Sullivan, P. (1986). The shape and length of the product life cycle. Irish Marketing Review, 1, 83-102.
37. Midgley, D. F. (1981). Towards a theory of the product life cycle: Explaining diversity. Journal of Marketing, 45 (4), 109-115. DOI: 10.2307/1251478
38. Nadeau, J., & Casselman, R. M. (2008). Competitive advantage with new product development: Implications for life cycle theory. Journal of Strategic Marketing, 16 (5), 401-411. DOI:10.1080/09652540802480894
39. Naik, G., Qaim, M., & Zilberman, D. (2005). Bt cotton controversy : Some paradoxes explained. Economic and Political Weekly, 40 (15), 1514 - 1517.
40. Pray, C. E., & Nagarajan, L. (2010). Price controls and biotechnology innovation: Are State government policies reducing research and innovation by the Ag Biotech Industry in India? AgBioForum, 13 (4), 297 - 307.
41. Pray, C. E., Nagarajan, L., Huang, J., Hu, R., & Ramaswami, B. (n.d.). Impact of Bt cotton, the potential future benefits from biotechnology in China and India. Retrieved from <a href=http://www.isid.ac.in/~bharat/Research/prayetal.pdf target="_blank">http://www.isid.ac.in/~bharat/Research/prayetal.pdf</a>
42. Qaim, M., & Janvry, A. (2003).Genetically modified crops, corporate pricing strategies, and farmer's adoption: the case of Bt Cotton in Argentina. American Journal of Agricultural Economics,85 (4), 815-828.
43. Qayum, A., & Sakkhari, K. (2005). Bt cotton in Andhra Pradesh : A three year assessment. Deccan Development Society. Retrieved from <a href=http://ddsindia.com/www/pdf/bt_cotton_-_a_three_year_report.pdf target="_blank">http://ddsindia.com/www/pdf/bt_cotton_-_a_three_year_report.pdf</a>
44. Raghuram, N. (2002). India joins the GM club. Trends in Plant Science, 7 (7), 322-323.
45. Rai, M., Acharya, S. S., Virmani, S. M., & Aggrawal, P. K. (2009). State of Indian agriculture. New Delhi : National Academy of Agricultural Sciences.
46. Rao, C.K. (2007). Gene stacked Bollgard II cotton in India. Retrieved from <a href=http://www.fbae.org/2009/FBAE/website/special-topics_views_gene_stacked_bollgard_ii_cotton.html target="_blank">http://www.fbae.org/2009/FBAE/website/special-topics_views_gene_stacked_bollgard_ii_cotton.html</a>
47. Rink, D. R., & Swan, J. E. (1979). Product life cycle research: A literature review. Journal of Business Research, 7 (3), 219-242.
48. Sadashivappa, P., & Qaim, M. (2009). Bt cotton in India: Development of benefits and the role of government seed price interventions. AgBioForum, 12 (2), 172-183.
49. Sahai, S., & Rehman, S. (2003). Performance of Bt cotton: Data from first commercial crop. Economic and Political Weekly, 38 (30), 3139-3141.
50. Sainath, P. (2012, June 12). Reaping gold through cotton, and newsprint. The Hindu. Retrieved from <a href=http://www.thehindu.com/opinion/columns/sainath/reaping-gold-through-cotton-and-newsprint/article3401466.ece target="_blank">http://www.thehindu.com/opinion/columns/sainath/reaping-gold-through-cotton-and-newsprint/article3401466.ece</a>
51. Scoones, I. (2003). Regulatory manoeuvres: the Bt cotton controversy in India (IDS Working Paper No. 197). England : Institute of Development Studies.
52. Shah, E. (2005). Local and global elite join hands: Development and diffusion of genetically modified bt cotton technology in Gujarat. Economic and Political Weekly, 40 (43), 4629- 4640.
53. Sharma, D.C. (2012, Jan 14). Baseless genetically modified cotton ads earn Monsanto flak. India Today. Retrieved from <a href=http://indiatoday.intoday.in/story/baseless-genetically-modified-cotton-ads-earn-monsanto-flak/1/168817.html target="_blank">http://indiatoday.intoday.in/story/baseless-genetically-modified-cotton-ads-earn-monsanto-flak/1/168817.html</a>
54. Sharma, N. (2013). Marketing strategy on different stages of plc and its marketing implications on FMCG products. International Journal of Marketing, Financial Services & Management Research, 2(3), 121-136.
55. Steffens, P. R. (2002). The product life cycle concept: buried or resurrected by the diffusion literature? Academy of Management Conference, Technology and Innovation Management Division, Denver, August 2002. Retrieved from <a href=http://eprints.qut.edu.au/6522/2/6522.pdf target="_blank">http://eprints.qut.edu.au/6522/2/6522.pdf</a>
56. Tandon, A. (2006, March 25). CM's 'organic date' with Charles raises eyebrows. The Tribune. Retrieved from <a href=http://www.tribuneindia.com/2006/20060326/punjab1.htm target="_blank">http://www.tribuneindia.com/2006/20060326/punjab1.htm</a>
57. Tellis, G. J., & Crawford, C. M. (1981).An evolutionary approach to product growth theory. Journal of Marketing, 45 (4), 125-132.
58. The Cotton Corporation of India Ltd. (n.d.). Area, production and productivity of cotton (state-wise) 1996-97 onwards... Retrieved from <a href=http://cotcorp.gov.in/statistics.aspx?pageid=5#area1 target="_blank">http://cotcorp.gov.in/statistics.aspx?pageid=5#area1</a>
59. The International Service for the Acquisition of Agri-biotech Applications. (2001-2010). Statistics. Retrieved from <a href=http://www.isaaa.org target="_blank">http://www.isaaa.org</a>
60. Venkateshwarlu, K. (2006, Jan 14-27). Seeds of discontent. Frontline. Retrieved from <a href=www.frontline.in/static/html/fl2301/stories/20060127006012800.htm target="_blank">www.frontline.in/static/html/fl2301/stories/20060127006012800.htm</a>