Australian agricultural technology company Converte is preparing for a major expansion in India after building partnerships with six major Indian companies and completing 60 scientific trials of its sustainable farming products.
Founded in 2011, the Australian company develops biological agricultural solutions designed to improve soil health, increase nutrient efficiency and strengthen crop resilience while helping farmers reduce their reliance on chemical fertilisers and pesticides.
Converte Managing Director John Ridley said the company saw India as both a major commercial opportunity and a market where its products could make a meaningful difference.
“We got a bite straightaway in India,” Ridley said in a statement.
“We were introduced to 12 companies and ended up with two major partners.”
He said Indian corporations were particularly willing to put new agricultural products through field trials, helping Converte generate scientific evidence about how its products perform in different growing conditions.
Those initial partnerships resulted in 60 scientific trials, which Ridley described as “game changing”.
“Those studies would never have happened without the connections made through the Going Global initiative,” he said.
The company’s products are made using naturally sourced inputs including plant extracts, mineral chemistry and biological feeds. Its biostimulants are designed to improve nutrient absorption and support the health of seeds, soils, plants and livestock.
Ridley said the company’s focus extended beyond productivity.
“We are passionate about the health of the farm, the health of people working on the farm, and environmental outcomes.”
Converte’s expansion into India has not, however, been straightforward.
Despite promising trial results, commercial agreements took longer than initially expected, forcing the company to rethink its market-entry strategy.
The company subsequently strengthened its local presence by hiring a professional with extensive Indian market knowledge to develop commercial partnerships on the ground.
India’s changing fertiliser regulations and registration requirements have also created additional challenges, particularly for speciality fertilisers.
Converte responded by adapting its products, manufacturing processes and formulations to meet local requirements and price expectations.
“We’ve adapted our products where required to fit the market, meaning changes in our manufacturing and formulation,” Ridley said.
“We’ve had to make changes in line with price expectation as well.”
The company now works with six major Indian companies and is exploring additional manufacturing options in Australia to improve supply efficiency and reduce export distances amid rising freight costs.
Ridley is optimistic that one of Converte’s core products could receive Indian registration before the end of 2026.
He described the first registration as a potential turning point for the business. “The first registration will be a landmark for us,” he said.
“Once that’s registered, it just becomes a case of how much product are you sending each month.”
Converte believes the potential Indian market is considerably larger than its current sales pipeline suggests and is considering expanding its local workforce and manufacturing capacity as commercial opportunities grow.
The company’s expansion has been supported by the Australian Trade and Investment Commission (Austrade), including through government-funded Going Global initiatives and an Austrade-led AgTech Mission to India in August 2024.
The mission enabled Converte to meet senior government officials and participate in business-to-business engagements across Bengaluru, New Delhi and Lucknow.
The company’s experience comes as Australia and India deepen cooperation in agricultural technology. Austrade’s 2026 Australia–India AgTech Business Opportunities Report identified several areas where Australian capabilities align with Indian agricultural needs, including precision agriculture, agribiotechnology, climate-focused agtech and supply-chain innovation. (Austrade)
Australia’s agrifood technology sector includes more than 2,500 enterprises, while agtech attracts around A$800 million in investment each year, according to Austrade. (Austrade International)
Ridley said the relationship with India was increasingly becoming a two-way commercial opportunity.
“India is a long way ahead in terms of the adoption of biological products.”
Converte is also in discussions with Indian companies interested in entering the Australian market and is assisting with product registration where products and market demand align.
For Australian businesses considering India, Ridley urged companies to work with government agencies and trade networks to establish local connections.
“There is a demand for innovative Australian-made products that are scientifically backed and proven,” he said.
“You just have to be super resilient, super flexible and stick with it.”
Austrade says the Australia–India Economic Cooperation and Trade Agreement has created market-access opportunities for Australian businesses and gives Australian exporters a competitive advantage in expanding into India. (Austrade)
For Converte, the next milestone could be the registration of its first major product in India — potentially opening the door to regular commercial sales and a much larger Australia–India agricultural technology partnership.
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