Raises the question whether the non-availability of credit with the farmers is responsible for the drop in demand for fertilizers. This problem is highlighted in the context of a changing agriculture which visualizes new technology as well as expansion in irrigation resources, besides the existing technology. Because of this context the case also provides searching issues related to the fertilizer marketing strategy required to face the problem of changes in agriculture and also in the fertilizer industry which is passing through the phase of conversion of sellers' market into buyers' market for its product.