Learn how UPL’s digital success stemmed from understanding local users' needs and building a tailored experience for farmers, distributors, and teams.
Why Understanding Local Users Was the Secret Behind UPL’s Global Digital Success
UPL’s mission has always been clear — to empower farmers and agricultural partners worldwide. But when the brand evaluated its digital presence, they realised something important: not all users are the same.
A farmer in Brazil doesn’t navigate like a distributor in Europe.
A partner in India doesn’t search like a buyer in the U.S.
This diversity became the foundation of the entire digital transformation.
Identifying Real User Needs
12Grids began by mapping the needs of UPL’s three primary user groups:
1. Farmers
They needed:
- Simple navigation
- Local language content
- Easy access to product information
- Fast loading on low-speed networks
2. Distributors & Business Partners
They needed:
- Clear product catalogues
- Regional compliance details
- Direct contact pathways
- Structured technical information
3. UPL’s Internal Teams
They needed:
- A flexible system
- Easy content management
- Consistency across global teams
- Faster update cycles
How This Insight Shaped the Solution
With user needs clearly defined, 12Grids crafted a digital ecosystem centred around empathy and accessibility:
- A multilingual, responsive interface
- Mobile-first design for rural users
- Optimized architecture for speed
- A CMS that allowed country teams to manage their own content
This approach ensured each website was not just a digital asset — but a helpful tool for real users.
The Impact
- Farmer-friendly content increased engagement
- Distributors found product information more easily
- Regional teams took control of their own digital presence
- UPL strengthened its connection with millions of users
The big takeaway:
Global digital transformation doesn’t begin with technology — it begins with understanding people.
Watch the full YouTube video, click.
Ravindra Warang
Hi, I’m Ravindra Warang, a strategist at heart, an entrepreneur by spirit, and the founder of multiple ventures including Pharma Now, Tantragyan, 12Grids, OneStopNDT, and God of Sports. At my core, I’m driven by innovation and systems thinking. I believe that every business challenge is an opportunity to rethink, rebuild, and scale with purpose. Whether it's transforming the pharma media landscape, building a full-stack CX agency, or engineering growth engines for startups — I approach every venture with a deep curiosity and a bold vision.
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