For our brand specifically, we sit at an interesting point where half our market is in India and half is outside (mostly in the West) and both markets are very, very different. We find flexibility in being able to design for one market or the other, or somewhere in the middle and so haven’t had to cater drastically to Western ‘luxury’ market expectations. That said, of course, we keep in mind what the market will invest in, and have to adjust accordingly.
The greater challenge lies in the connection between knowledge generation and practical adoption. Extension systems often operate with limited resources, while many producers face difficult economic conditions and high investment risks. Under climate uncertainty, adopting new technologies is not simply a technical decision—it is an economic one.