Marketing Challenges and Support Mechanisms in the Agri-Startup Ecosystem: A Conceptual Review

India's agricultural innovation ecosystem has seen a significant change with the advent of agri- startups, which has emerged as a key center for enterprise-driven agricultural transformation. Despite India's robust entrepreneurial impetus, a sizable fraction of startups fails to achieve sustainability because of issues with market access, poor marketing skills, a lack of customer insights, and a lack of institutional backing. Using a variety of theoretical frameworks, such as the Resource Based View (RBV), diffusion of innovation theory, entrepreneurial ecosystem theory, and market-orientation frameworks, this conceptual article synthesizes recent research to investigate the marketing opportunities and challenges faced by agri-startups. A systematic understanding of the importance of agri-startups, their marketing limitations, institutional mechanisms, and the function of government support programs is developed in this study. The literature is objectively analyzed to see how much the study hypotheses are supported or refuted by earlier empirical data. The assessment emphasizes that while agri-startups have cutting-edge technological capabilities, they frequently lack strategic marketing competences, customer acquisition plans, and branding skills factors that seriously jeopardize their capacity to survive and grow. Concurrently, favourable possibilities for long-term growth are created by new options including digital agriculture, e-commerce platforms, incubators, and state- sponsored agribusiness development projects. The review identifies knowledge gaps that require empirical research and provides a solid conceptual framework for the topic.