About the Book: Joys of Crisis: How U.S. Awasthi Scripted the Rise of IFFCO
This Nano urea is a part of our various efforts to bring a long-term difference
in the lives of our farmers.
—Prime Minister Narendra Modi
The phenomenal successes and achievements of IFFCO, the worlds largest farm and
fertilizer cooperative, are attributable to two factors—one, its ability to stay
way ahead of both its competitors as well as the market, and two, its managing
director Udai Shanker Awasthi. Conceived in 1967 to streamline the fertilizer
industry, IFFCOs cooperative movement has empowered Indian farmers and made the
country self-reliant in food grain production. From establishing