Indian agriculture is passing through a seminal transformation for the survival and triumph of millions of farmers who want agriculture as a profit making enterprise rather than a tradition to follow without finding any option to switch over. Moringa (Moringa oleifera) has come up as a magic plant to tens and thousands of farmers especially in southern part of India to provide income and wage to hundreds of farm families. Moringa is not just a plant to ensure wage and income; it offers huge nutritive and medicinal prospects. Moringa leaf powder is now exploring overseas markets. From green pods to leaf powder and, from body cream to green tea, moringa has a plethora of usages to make it a diverse business venture for millions. It is no wonder, new business start ups in the forms of organic vegetables, therapeutic creams or moringa tea will keep hovering around. The book, Moringa: the magic plant and enterprise, I hope, shall go a long way in driving young scholars and entrepreneurs to harvest the business opportunity, enterprise ecosystem, entrepreneurial communication and marketing strategy around moringa in India. The book splendidly delineates array of statistical methodologies and models including ANN, CCA, PCA etc. to elicit the entrepreneurial trajectories and possibilities based on beautifully designed empirical study.

India is primarily an agriculture based economy, which implies, agriculture dominates the nation’s economic landscape. In the course of socioeconomic growth, agriculture is crucial. Around 58 per cent of the population in India rely only on agriculture for their livelihood. In India, agriculture acts as an important source of living for about 60 per cent of the population (India Brand Equity Foundation, 2021) and almost 70 per cent of rural households depend on farming. The farming sector in India contributes significantly to the economy, making up about 29 per cent of Gross Domestic Product (GDP) (Balkrishna et al. 2021).

2.1. Concept of review of literature Research is a continuous process. For any scientific investigation, previous f indings provide basis to the research. It also helps to know the previous research work done in that area and acts as a torch for the new researchers. The review of literature is one of the important aspects in the research process. It helps the researcher to keep his work going in right and appropriate direction. To point out prior research in the area of interest and how our findings connect to past studies, a review of the literature is conducted. The proposed study is new in its subject treatment. However, an attempt is made here to put together some of the closely related research findings in the area.

3.1. Entrepreneurship and its allied concepts 3.1.1. Concept of entrepreneur The word “entrepreneur” has its roots in the french verb “entreprendre,” which means “to undertake.” It means “to start a business” in a business environment. Entrepreneurs are self-employed individuals who not only create jobs for themselves but also generate jobs for many others. An entrepreneur is someone who can identify and seize opportunities to transform inventions or technologies into new products. They can also see an invention’s commercial potential and put together the funds, talent, and other resources needed to transform an idea into a product that can be distributed.

Introduction Research setting is basically a functional social ecology along with research objectives and condition wherein all possible socio-economic and communication processes are generated, and again gets regenerated. The researcher seeks to throw a spotlight on the implications and behavioral patterns of people who reside in the subject region and who are usual of the greater community. In this chapter, an in-depth review of the socio-demographic background of the local population in a rural setting has been provided. 4.1. Area of the study The present research study was taken up in two states, Tamil Nadu and West Bengal.

5.1. Research methodology Research methodology is a thorough investigation plan and the manual for conducting the research. This chapter’s examination of methodology aims to help readers comprehend the ideas, strategies, and tactics used to plan a study, gather data, analyse it, and interpret it in order to reveal reality and develop theories. This chapter has been classified under various sub headings for clear understanding: (i) Locale of research.  (ii) Pilot study.  (iii) Methods of sampling.  (iv) Variables and their empirical measurement.  (v) Preparation of the interview schedule.  (vi) Tools and techniques of data collection.  (vii) Statistical analysis and interpretation of data.

This chapter analytically represents the results of the empirical research study with the appropriate discussion on the basis of analysis. 6.1. Results of data collected from moringa growers of Tamil Nadu 6.1.1. Visualisation of descriptive statistics This Table-6.1 presents 18 independent variables (x1-x18 ) and 5 dependent variables (y1-y5 ) in terms of their descriptive statistics viz. Minimum, Maximum, Range, Mean, Standard Deviation (S.D.), Variance and Co-efficient of Variation (C.V.). of moringa growers, the maximum years of experience is 44 years and the minimum years of experience is 3 years. The Range of this variable x1 was found to be 41. The mean value of experience was found to be 16.033 years, with the Standard Deviation of 8.324 and Variance of 69.289 for the total distribution taken for the study.

India is primarily an agriculture based economy, which implies, agriculture dominates the nation’s economic landscape. In the course of socioeconomic growth, agriculture is crucial. Around 58 per cent of the population in India relies only on agriculture for their livelihood. India is enriched with various agricultural and horticultural crops with diversified agro-climatic conditions and different soil types. India is one of the leading producing countries of cereals, pulses, oilseeds, fruits, vegetables etc. India is also have a prominent scope in allied sectors of agriculture includes livestock, poultry, forestry, sericulture etc. Among such crops, Moringa is the selected crop for this research study. Moringa (Moringa oleifera), which is popularly known as ‘Drumstick’ belongs to the family Moringaceae. Moringa is basically a native crop of India. This crop has its own therapeutic properties with greater nutritional content. Especially in South Indian cuisine, moringa pod is a highly regarded vegetable because of its distinctive flavour and fragrance.

Abuye, C., Urga, K., Knapp, H., Selmar, K., Omwega, A. M., Imungi, J. K. and Winterhalter,P. (2003). A compositional study of Moringa stenopetala leaves. East Afr. Med. J.,80(5):247-52.  Aday, S. and Aday, M. S. (2020). Impact of COVID-19 on the food supply chain. Food Qual. Saf., 4(4):167-180.  Agarwal, R. (1997). Innovations in entrepreneurship: Major issues in new era of globalisation. Abhigyan, 15:65-71.  Agriculture policy note. (2022). Government of Tamil Nadu. (2022). https://cms.tn.gov.in/sites/  default/files/documents/agri_e_pn_2022_23.pdf. Accessed on 7th December 2022.  Agro-climatic zones. (2021). Department of Horticulture and Plantation Crops, Government of Tamil Nadu. https://www.tnhorticulture.tn.gov.in/. Accessed on 20th March 2023.