Dr. Bijayashree Satpathy, the founder of Agzistence, a digital platform offering industry-aligned certification courses in agricultural education, faced a difficult challenge. Despite growing recognition of the need for industry-readiness among agriculture students in India, Agzistence struggled to attract consistent student enrolment on its knowledge platform. The case explores the challenges Agzistence faced in dealing with limited awareness about the market situation among agricultural students, skepticism about the value of certification programs, and concerns over job opportunities after course completion. How should Satpathy navigate this challenge? How should Agzistence respond to student resistance and communicate its value to learners?
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