Post on 01-Dec-2014
“Product life cycle: Understanding and strategy implementation in
saturated market of MACHETI and growing market of FAST-MIX in
Uttar Pradesh”
Submitted in partial fulfillment of the requirements for the Post Graduate
Diploma in Management (PGDM)
Agri -Business and Plantation Management (ABPM)
SUBMITTED BY
Prathamesh Hanmant Ghorpade
(Roll No.10PGDM-42)
Under the Guidance of:
Mr. Krishana Kumar
(Regional Coordinator)SICPL
Uttar Pradesh
Submitted to:
Dr. John Mano Raj
Assistant Professor (Marketing)
INDIAN INSTITUTE OF PLANTATION MANAGEMENT, BANGALORE
(An Autonomous Organization Promoted by the Ministry of Commerce and
Industry – Govt. of India)
Jnana Bharati Campus Post Malathalli
Bangalore 560056
August 2011
DECLARATION
I hereby declare that the CTS report entitled “Product life cycle:
Understanding and strategy implementation in saturated market of
MACHETI and growing market of FAST-MIX in Uttar Pradesh”
submitted for the partial fulfillment of the requirements of Post Graduate Diploma
in Management (Agri-Business and Plantation Management) of Indian Institute of
Plantation Management (IIPM), Bangalore is my original work and not submitted
in partial or full for award of any other degree, diploma, fellowship or similar
titles.
Date : (PRATHAMESH HANMANT GHORPADE)
Place : Bangalore Enrollment No.10PGDM42
Acknowledgement
First and for most, I wish to thank Sinochem India company Pvt. Ltd. for giving
me this opportunity to study and present the report on “Product life cycle: Understanding
and strategy implementation in saturated market of MACHETI and growing market of
FAST-MIX in Uttar Pradesh”. It has been my first exposure to practical work life and the
experience which I have got here while working on this project in Sinochem will indeed
be one of my most cherished ones.
Professional accomplishments are always Team oriented and as we all know
that Together everyone achieves more, so I take this opportunity to thank all those who
have guided me in the successful completion of this project. I would like to thank my
project guides Mr. Krishana Kumar (Regional Coordinator, Uttar Pradesh) for all
the pains he has taken to guide me in my project work.
I also take this opportunity to mention the names of Mr. Manoj Bhanadari
(Reginal Business Manager, U.P. & Uttarakhand), who were always guided and help
me out during my project work.
I also take this opportunity to mention the names of Mr. Jitendar Gangawar (Market
Development Officer) who were always present to help me out during my field data
collection.
I would like to express my gratitude and thanks to Dr. S.John Mano Raj
(Assistant Professor) for his support and kind blessings. He has been an everlasting
source of inspiration and guidance. I would also like to forward special thanks to K.
Narenderan (lecturer) for his excellent cooperation and encouragement.
This acknowledgement would be incomplete if I don’t mention a special regard to
my family members, friends, and all those who have motivated me to perform better than
the best.
CONTENTS
CHAPTER TITLE PAGE NO
EXECUTIVE SUMMERY
1. INTRODUCTION
2. A BIRD EYE VIEW TO SINOCHEM
CROP CARE INDIA LIMITED
3. REVIEW OF LITERATURE
4. DATA PRESENTATION AND
ANALYSIS
5. FINDINGS AND CONCLUSION
6. APPENDICES
7. REFERENCES
Executive Summery
India’s agricultural production has shown a growth of 2.7% p.a. in last 40 years,
contributing today to a one fifth of its GDP. Food grain production in 2010-11 has
increased to 232.07 million tonnes. Agrochemical industry played an important role in
the overall agricultural growth and productivity in India. Weeds are responsible for
almost 33% loss in final production.
Globally, herbicides represent the largest group within agrochemicals. Chemical
weed control is slowly becoming one of the more important and reliable measures in
weed management systems in India. Machete (Butachlor 50%EC) was pioneer chemical
herbicide in paddy introduced by Monsanto India and today also holds good position in
the market. To plan effective marketing policy understanding of product life cycle stage
is an important factor and hence this project entitled “Product life cycle: Understanding
and strategy implementation in saturated market of MACHETI and growing market of
FAST-MIX in Uttar Pradesh” was conducted.
Understanding buying behaviour of the farmer’s w.r.t. different brands and
products was important phase as it will give the market trends and positions of major
competitors in the market. Some of the important findings were to understand market
leaders like PR113 (Seeds), Machete (Pre emergence herbicide), Nomini Gold (Post
Emergence herbicide), IFFCO (Fertilisers) and Bayer Crop Sciences (Insecticide and
Fungicide) which were preferred by farmers. Important reasons for shifting their
preferences from one brand to another were impure quality and unsatisfactory results
with existing brands.
Most of the paddy growing farmers were considering weeds as one of the major
contributor to the loss in field. Almost 71% farmers were considering weeds as a major
problem in paddy production. Application of chemicals and manual weeding were most
preferred practices by farmers. Degree of chemical usage was increased as increase in
land holding of the farmers. Machete was most popular brand in paddy herbicide and
now its generic name for Butachlor 50% EC. Rifit was reported to be a tough competitor
for Machete in pre emergence segment. Dealers and fellow farmers i.e. word of mouth
were reported to be important sources of information about brands to farmers.
Sinochem Crop Care is very particular about fieldwork and gives maximum
attention on highlighting product in minds of farmers. Different awareness programmes
were judged for their effectiveness in field. Most of the Dera Farmers were aware about
different programmes conducted by company. Awareness levels were decreased as
decrease in land holding of the farmers. Farm meetings, field demonstrations and jeep
campaigning were most effective methods. Degree of usefulness was recorded to be
higher in farm meetings and field visits. Effort from the company to identify the original
product Machete i.e. embossed seal on packaging was appreciated by the farmers by open
heart.
Machete is one of the oldest herbicide in paddy market and eventually it is
attending the maturity phase in life cycle and hence it is very important to look for the
proper alternative to the existing product. Fast Mix was creating good impressions among
the farmers due to its ability to work in low water areas and uplands. It can be very good
alternative for Machete and have good bright future as paddy herbicide.
LIST OF TABLES
Table
No Title
Page
No
1 Fertiliser consumption Pattern in Uttar Pradesh
2 Pesticide Consumption Pattern in Uttar Pradesh
3
Understanding buying behaviour of the farmer’s w.r.t. different brands
and products in rice seeds
4
Understanding buying behaviour of the farmer’s w.r.t. different brands
and products in Herbicide
5 Understanding buying behaviour of the farmer’s w.r.t. different brands
and products in Fertilisers
6 Understanding buying behaviour of the farmer’s w.r.t. different brands
and products in Insecticide
7 Understanding buying behaviour of the farmer’s w.r.t. different
brands and products in Fungicide
8 Understanding reasons for dissatisfaction in different agri-input sectors
9 Major Issues Affecting Paddy Production in Beesalpur
10 Intensity of Weeds as an Important Problem in Paddy Production
11 Important Methods of Weed control in Paddy
12 Usage Behaviour of Herbicide in Paddy
13 Awareness about Different Programmes and Relative Participation
14 Rating of Different Awareness Programmes by Farmers
15 Sales of Machete
16 Important Players & New Entries in Butachlor Business
LIST OF FIGURES
Figure
No Title
Between
Pages
1 Losses in production caused by different factors (%)
2 Global Market Size of Pesticide Industry (US $)
3 Global Geographical Share in Pesticide Consumption 2009
4 Global Market Share by Revenue 2008 (%)
5 Market distribution by Product Category, 2009 (%)
6 Market distribution by crops, 2008 (%)
7 Per capita consumption: Fy09 (kg/ ha)
8 Market distribution by product category (% of total)
9 Crop wise pesticides consumption (% of total)
10 State-wise pesticides consumption Fy09 (% of total value)
11 Understanding buying behaviour of the farmer’s w.r.t.
different brands and products in rice seeds
12 Understanding buying behaviour of the farmer’s w.r.t.
different brands and products in Herbicide
13 Understanding buying behaviour of the farmer’s w.r.t.
different brands and products in Fertilisers
14 Understanding buying behaviour of the farmer’s w.r.t.
different brands and products in Insecticide
15 Understanding buying behaviour of the farmer’s w.r.t.
different brands and products in Fungicide
16 Understanding reasons for dissatisfaction in different agri-
input sectors
17 Major Issues Affecting Paddy Production in Beesalpur
18 Intensity of Weeds as an Important Problem in Paddy
Production
19 Important Methods of Weed control in Paddy
20 Usage Behaviour of Herbicide in Paddy
21 Evaluation of all brand promotional activities undertaken by
Sinochem India
22 Product Life Cycle of Machete and Fast Mix
LIST OF PLATES
Plate No Title Between
pages
1
Brand Promotional Activities Undertaken by Sinochem
India
2 POP Displays for Machete
3 POP Displays for Fast Mix
1. INTRODUCTION
1.1 Back ground of Study
India’s agricultural production has shown a growth of 2.7% p.a. in last 40 years,
contributing today to a one fifth of its GDP. From a mere 52 tonnes in 1951-52, the food
grain production in 2010-11 has increased to 232.07 million tonnes. However, differences
in soil fertility and corresponding agricultural growth as well as unreliable agricultural
produce. This has been further worsened by farmer illiteracy, backwardness and poverty.
Notwithstanding, an important role in the overall agricultural growth and productivity in
India has been due to the agrochemical industry. The agrochemical market in India has
been grown over the decades, with the farmers having been inclined towards adoption of
agrochemicals to protect their crops (Sahney, S. and Shrivastava, A., 2008).
Weeds are major obstacle for Indian agriculture, as elsewhere in the world. Weeds
compete with crops for moisture and nutrients and counts for around 33% of all losses in
a crop (Fig 1). Loss of yield due to weed infestation is variable and is more pronounced
in crops grown under rain fed conditions. Some parasitic weeds draw water and nutrients
from crop plants and can inflict severe damage. Further, weeds serve as alternate hosts to
pathogens and also harbour pests. Control of weeds during early stages of crop growth,
when the young seedlings of crop plants are unable to compete with hardy weeds, is
crucial for capturing yield potential. For this reason, labour demand for weeding
operation is high during early phase of crop cycle and manual weed control over large
areas is not feasible from the point of labour supply and monetary costs. Some weeds that
are wild relatives of crop plants are difficult to distinguish from crop plants at early
stages and pose challenge for manual weeding. Under these situations, chemical weed
control is relevant for realizing higher productivity and production.
Globally, herbicides represent the largest group within agrochemicals. In India
this is still not the case. Chemical weed control is slowly becoming one of the more
important and reliable measures in weed management systems in India. In India, about
6000 tons of herbicides are currently used for weed control, mainly in irrigated crops
(about 77% on wheat and rice) and on plantations (about 10%). However, herbicides
form only 12% of the pesticides used on crops in India.
33%
26%
26%
15%
Fig. 1 Losses in production caused by
different factors (%)
Weeds
Insects
Disease
Rodents and others
1.2 Need of Study
Butachlor, one of the famous names in the family of herbicides and it is a very
familiar name among the farmers whenever there is infestation of weeds in their paddy
field. Butachlor was firstly brought by Monsanto as a solution for the weeds in paddy
fields under the trade name Machete. Machete has become a boom for the paddy growing
farmers but in the recent few years many companies have come up with their products
containing Butachlor salt and diluting the market. As Sinochem Crop Care (earlier
Sinochem India Company Pvt. Ltd.) has taken over Monsanto company's Butachlor and
Alachlor businesses in India, Philippines, Thailand, Vietnam, Pakistan and Taiwan
(China) on March 1, 2008 and Up to September 1, Sinochem India has completely taken
over Monsanto’s Butachlor and Alachlor businesses in India and started to try to
introducing new types of agricultural chemicals from China to India.
As now Machete is being marketed by “Sinochem Crop Care” and the company is
new in India so to retain the existing customers of machete, to catch switchers and to
increase the market share, brand promotion is needed.
Beside this as Machete is in the market for last thirty five years it has reached to
its maturity stage and now farmers are slowly switching to other new salts. So to retain
the customers and to attract new customers the company have positioned themselves with
their new innovative product Fast-Mix with same chemical constituent i.e. Butachlor,
which requires less water to work effectively on the weeds. Actually it is a water based
herbicide unlike Machete, oil based and which requires more water in the paddy field to
work properly.
Now Fast-Mix has got its own credibility among farmers and they are satisfied
with this product and its results in their field. Since it has been introduced in the market
before five years, so it is very important to know the status of this product in the market
i.e. Product Life Cycle and stage in which it lies, because by knowing this we can be able
to formulate new marketing strategy i.e. introduction of new promotional tools for
increasing brand awareness and for brand building. Along with this by introducing all
new tools we can educate farmers about the product, its identification and quality.
Because many progressive farmers know about Fast-Mix but they can’t identify it and
they get cheated by the dealers and the distributors and they give them some spurious
brand on which they are getting good margins. These low quality products do not give
desired results in the field and farmers have to face great degree of loss due to weeds. So
for increasing brand awareness among farmers, for brand building and for determining
particular stage of product life cycle it is very important to conduct some promotional
activities and, to formulate these strategies we should know the stage (introduction,
Growth ,Maturity and Decline), in which product Fast-Mix lies.
1.3 Objectives
• To study the Buying behaviour of farmers of Beesalpur Tahsil for Agri-inputs.
• To study usage pattern of herbicide by farmers.
• To evaluate of all the brand promotional activities.
• To determine particular stage in Product Life Cycle of the brand Machete and
Fast-Mix.
1.4 Research Methodology
1.4.1 Type of research
To fulfil the objectives of the study descriptive research was conducted. The basic
emphasis of this study was on knowing farmers views for the brands Machete and Fast-
Mix, their opinion, perception, attitude and other motivational factors which drive
farmers to purchase this product. This study is also emphasizing the effectiveness of
brand promotional tools which will be helpful for determining the stages of product life
cycle. Different sales promotional tool applied by the company in the market. It also
described the awareness level of farmers and dealers opinions for the product and reason
for which the farmers was opting for one brand of herbicide as compared to other brands.
1.4.2 Tools for data collection
Questionnaire containing both open ended and closed ended questions was used
as main tools for data collection from the farmers, distributor and dealers.
Sources of Primary Data
Primary data regarding the study were collected from the farmers by using
questionnaire.
Sources of Secondary Data
Secondary data regarding area under cultivation and cropping pattern was
obtained from Department of Agriculture of State Government (KVK, agriculture
development officer) and Company’s previous year’s data.
1.4.3 Population
Population for study selected was all paddy growers of Beesalpur District
Peelibheet (U.P.).
1.4.4 Sample Design
Sample Size: - 450 Farmers from 81 villages
Sample Unit: - Farmers
Sampling Technique: - Stratified random sampling (strata based on the land holding size)
1.4.5 Period
The research work was carried for 58 days from 2nd
May to 30th
June.
1.4.6 Tools For analysis
• Questionnaire
• Industry analysis
1.4.7 Limitations
• Time constrains was one of the limitations in carrying out study.
• A large area for study has to cover.
• Heavy workload.
• Reluctance of farmers in answering questions.
1.5 Location
This project titled “Product life cycle: Understanding and strategy implementation
in saturated market of MACHETI and growing market of FAST-MIX in Uttar Pradesh”
was conducted in the Beesalpur tehsil under Bareilly territory of U.P. The study was
conducted in the villages of Beesalpur. The list of villages in different districts where
promotional activities like farmer meeting, group discussion, individual farmer contact,
mandi contact, van campaign, tele-campaign, postering were carried out by me were as
follow.
Villages in Beesalpur
1 Muralikheda 2 Gularia 3 Mudha
4 Tandol 5 Pokharapur 6 Shirkhana
7 Sundarpur 8 Pipariya 9 Sundarpur
10 Bilandpur 11 Indalpur 12 Daluria
13 Saradarpur 14 Saidapur 15 Duriyatwala
16 Badara Udaipur 17 Dimalpur 18 Bansalia
19 Mandanpur 20 Khumaria 21 Bhopatpur
22 Bansalia 23 Rampur 24 Himmatpur
25 Haripur 26 Mahaliaya 27 Kannapur
28 Mohapur 29 Chapori 30 Karailli
31 Marrori 32 Ghanshampur 33 Pagar
34 Badepura 35 Meerpur Hempura 36 Bamrolli
37 Lilhar 38 Navadiya 39 Rampur Amrut
40 Churaha Phirsa 41 Dhakariya 42 Rampur Amra
43 Mudgoan 44 Dhangoan 45 Teda Shriram
46 Charkhuta 47 Gahunia 48 Firshaha
49 Khajuria 50 Kanparia 51 Harunagar
52 Nauwa 53 Ghonguchaiya 54 Karnayaa
55 Azampur 56 Akbarabad 57 Kamalpur
58 Luhich Nath 59 Baribara 60 Aktiyarpur
61 Methia Chaham 62 Dhaka Ghansham 63 Padari Kishanpur
64 Sikandarapur 65 Bhawarkheda 66 Pawan Nagara
67 Ughanapur 68 Dharmanalpur 69 Charkhidevipur
70 Vihar 71 Lidhpura 72 Aamkheda Jalalpur
73 Maniya 74 Banda Manpur 75 Jaipalpur
76 Bhatpura 77 Saidapur 78 Hartheli
79 Meerpur Dhakariya 80 Tajpur 81 Neerath
AREA OF WORK
2. A BIRD EYE VIEW TO SINOCHEM CROP CARE INDIA LIMITED
2.1 Company profile
On Sep 3, Sinochem India Co. was established in New Delhi, marking a huge step
forward achieved by Sinochem's overseas agricultural chemical project and laying a
sound basis for the company to fully carry out its agricultural chemical strategy outside
China. Agricultural chemical is a core business sector of Sinochem International. After
taking over Monsanto Company's Butachlor and Alachlor businesses in India,
Philippines, Thailand, Vietnam, Pakistan and Taiwan (China) on March 1, 2008, the
preparation for the construction of Sinochem India Co. was officially initiated. Up to
September 1, Sinochem India has completely taken over Monsanto’s Butachlor and
Alachlor businesses in India and started to try to introducing new types of agricultural
chemicals from China to India. China at the end of 2003 and in three years has
successfully increased the product on ground of Machete, Harness and Machete Plus by
13%, 40% and 300% respectively, and total sales of the four products by 20%." In 2006,
the total sales revenue of the major operations of Sinochem International reached RMB
15.4 billion and its total assets over RMB 7.9 billion. It is the company with customers
from more than 100 countries and regions worldwide. Sinochem International, Sinochem
Corporation (Sinochem) (formerly known as China National Chemicals Import & Export
Co) was founded in 1950. It is the earliest Chinese company to rank among Fortune 500
and has remained on the list for 16 times consecutively. Company’s outstanding
performance of 30% net profit compound growth rate and been recognized as one of
China's Top 100 listed companies by Fortune for 7 consecutive years.
It ranks first among the "100 Best Managed Chinese Listed Companies" by the
Institute of World Economy & Politics, the Chinese Academy of Social Sciences, and
also tops "China's Best Board of Directors" by Directors & Boards magazine and
Chinadirectors.com. The company's stock has been selected as constituent stock for both
the Shanghai Stock Exchange 180 index and Shenzhen 300 index. SINOCHEM yielded a
total of US£14.993 billion which was an increase of 13.1% over that of the previous year.
Its export volume totaled US£3.456 billion, with US £2.341 billion worth of crude oil and
petroleum products; chemicals, US£741 million. Its total import volume was US£3.668
billion. It’s importing and exporting also developed fast, reaching US£7.857 billion,
which was an increase of 36.4% over that of the previous year. SINOCHEM set up
regional groups in America, Hong Kong, Oceania, as well as 6 business centres dealing
in the business of petroleum and chemical fertilizers abroad. Sinochem has established 85
organizations and agencies in more than 20 countries and regions all over the world. As a
result, and international operating network has-begun to take form.
On April 12, 2007, Sinochem merged with Shenyang Research Institute of
Chemical Industry (hereinafter referred to as “Shenyang Institute”) upon the approval of
the State Council, and Shenyang Institute became an affiliate fully owned by Sinochem.
On June 13, Sinochem merged with China National Seed Group Corporation (hereinafter
referred to as “China Seed Corporation”) upon the approval of the State Council, and
China Seed Corporation became an enterprise fully owned by Sinochem.
This year the company has changed its name and repositions it as “Sinochem
Crop Care”.
2.2 Competitors
Sinochem Crop Care Company has both national & multinational competitors like
Monsanto, Syngenta, DuPont, Bayer, Dhanuka, Nagarjuna, Tata Rallis, UPL, and
Pesticides India. These all companies are the major competitors for the company. These
companies have large customer base because they entered in the market very early, and
they have a good market share. This year (2011) some other companies have entered (eg.
Punjab Pesticides) in the market and they may be the good competitor in coming years.
The major companies whose Herbicides are available in the market and which are having
close competition with Machete and Fast-Mix are as follows.
• Syngenta
• Bayer
• Nagarjuna
• Pesticides India
• Doupont
• Excel
• Excel
• Dhanuka
• UPL
3. REVIEW OF LITERATURE
The socio-economic scenario in the agricultural sector in many of the developing
countries warrants the substitution of labour with machines and chemicals, at a faster
pace (Huang and Rozelle 1996). The emerging agricultural scenario in favour of
agribusiness is likely to increase the use of pesticides further and the resultant
environmental and human health problems thereof.
Research findings already reported by various workers in the related fields
are reviewed under the following headings.
3.1 Agrochemical Industry in Globally
The global crop protection industry has registered a growth of 6% p.a. from 2005
to reach USD 43.2 Bn in 2009. This market is expected to grow further owing to the
increasing food and fuel needs and is expected to grow at 4% p.a. to reach ~USD 54 Bn
in 2015 (Fig. 2).
The crop protection chemicals market is mainly concentrated in the major
developed countries such as United States and Western European nations. Europe has the
largest share in the agrochemical market followed by Asia, Latin America and North
America. There is an increased usage of products in Europe due to high commodity
prices and in order to boost yield and quality. Increased demand for palm oil has led to
increasing usage of herbicides in Japan, Malaysia and Indonesia. Strong rice prices and
other food grains are driving the agrochemical consumption in India. In Latin America,
increased production of soybean and sugarcane for animal feed as well as for bio-fuels is
the driving the growth of agrochemical consumption (Fig. 3).
It is believed that the crop protection chemicals market has reached its saturation
in developed regions such as North America and Western Europe whereas regions such
as Asia Pacific, Middle East and Latin America will offer high growth opportunities in
the future. The global crop protection market is fairly consolidated with top nine
companies accounting for over 80% of the market. Syngenta, Bayer and BASF are the
market leaders in the global crop protection market (Fig. 4). Global crop protection
market is characterized by large number of mergers and acquisitions in the recent years.
Several large companies have consolidated their presence in the existing geographies or
25.8
33.2
43.2
0
5
10
15
20
25
30
35
40
45
50
2001 2005 2009
Fig. 2 Global Market Size of Pesticide Industry (US $)
6%
29%
25%
19%
23%
4%
Fig.3 Global Geographical Share in Pesticide Consumption
2009
Europe
Asia
Latin America
North America
ROW
(Govt. Taskforce on chemicals)
19%
17%
11%
11%
9%
6%
6%
5%
3%
13%
Fig. 4 Global Market Share by Revunue 2008
(%)
Syngenta AG
Bayer
BASF SE
Monsanto
Daw
Nufarm Ltd.
Dupont
Makhteshim Agan Group
Sumitomo Chemicals
Others
ventured into newer areas through acquisitions of local companies. Some of the recent
acquisitions include Arysta LifeScience's acquisition of Volcano Agroscience Limited in
2005, Nufarm's acquisition of Agripec (Brazil) in 2007. In 2010, Cheminova acquired
insecticide business from Isagro (Italy) to strengthen its presence in emerging markets of
India and Italy.
Herbicides are the most widely used agrochemical products globally, followed by
insecticides and fungicides. Fungicides is the highest growing segments as it helps
increasing yield, improving quality and in seed treatment. Individual sales of various
categories however depend on climatic conditions and crop variance. Herbicides are used
in most of the regions of the world. However, major markets for herbicides are
North America and Europe due to the favourable climatic conditions in these regions.
Insecticides are more prevalent in Asian countries. This is due to higher growth of cotton,
cereal, fruits and vegetables in these regions which have higher incidence of insect
attacks. Increased usage of genetically modified crops in North America has reduced the
usage of insecticides. Fungicides are used in almost all agriculture markets of the world
due to favourable climatic conditions for the fungal growth (Fig. 5).
Globally, fruits and vegetables and cereals account for the largest share of the
crop protection industry (Fig.6).
3.2 Agrochemical Industry in India
The use of pesticides in India has increased steadily from 1950- 51 onwards, and
currently, covers about 30% of the cropped area. The cropped area under the chemical
pest control has increased from 2.4, million hectares (1950) to 137 million hectares. Total
consumption was the highest during the 1980s, may be due to post-green revolution
spiralling effects (Devi, 2010).
The crop protection industry in India is generic in nature with ~80% of the
molecules being non-patented. Hence, strong distribution network and brand image act as
competitive factors. Crop protection chemicals are manufactured as technical grades and
converted into formulations for agricultural use. The crop protection industry consists of
technical grade manufacturers, formulators producing the end products, distributors and
end use customers. According to Pesticide Monitoring Unit, GOI, there were about 125
technical grade manufacturers, including about 10 multinationals, more than 800
45%
26%
26%
3%
Fig. 5 Market distribution by Product
Category, 2009 (%)
Herbicide
Fungicide
Insecticide
Other
26%
18%
13%
10%
9%
6%
18%
Fig. 6 Market distribution by crops, 2008
(%)
Fruit & Vegetable
Cereals
Maize
Soyabean
Rice
Cotton
Other
formulators and over 145,000 distributors in India in 2007. Over 60 technical grade
pesticides are being manufactured indigenously. Technical grade manufacturers sell high
purity chemicals in bulk (generally in drums of 200-250 kgs.) to formulators.
Formulators, in turn, prepare formulations by adding inert carriers, solvents, surface
active agents, deodorants etc. These formulations are packed for retail sale and bought by
the farmers.
India due to its inherent strength of low-cost manufacturing and qualified low-
cost manpower is a net exporter of pesticides to countries such as USA and some
European and African countries. Exports formed ~47% of total industry turnover in Fy10.
The industry suffers from high inventory (owing to seasonal and irregular demand on
account of monsoons) and long credit periods to farmers, thus making operations
'working capital' intensive.
Consumption of crop protection products in India is among the lowest in the
world. Per capita consumption of crop protection products in India is 0.6 kg/ ha compared
to 13 kg/ ha in China and 7 kg/ ha in USA. Some of the reasons for low consumption in
India are low purchasing power of farmers, lack of awareness among farmers, limited
reach and lower accessibility of products. This presents an immense opportunity for the
crop protection industry to grow in India (Fig. 7).
Insecticides form the largest segment of the domestic crop protection chemicals
market accounting for 55% of the total market. It is mostly dependent on rice and cotton
crops. Herbicides are the largest growing segment and currently account for 20% of the
total crop protection chemicals market. Sales are seasonal, owing to the fact that weeds
flourish in damp, warm weather and die in cold spells. Rice and wheat crops consume the
major share of herbicides. Increasing cost of farm labour will drive sales of herbicides
going forward. Fungicides, accounting for 20% of the total crop protection market, are
used for fruits and vegetables and rice Farmers moving from cash crops to fruits and
vegetables and government support for exports are increasing the fungicides usage.
Biopestiocides include all biological materials organisms, which can be used to control
pests. Currently a small segment, bio-pesticides market is expected to grow in the future
owing to government support and increasing awareness about use of non-toxic,
environment friendly pesticides. With increasing penetration of BT cotton, usage of
17
13 12
7 7
5 5
0.6
0
2
4
6
8
10
12
14
16
18
Taiwan China Japan USA Korea France UK India
Fig. 7 Per capita consumption: Fy09 (kg/ ha)
Scope for
growth
69
17 13
1
55
20 20
5
0
10
20
30
40
50
60
70
80
Insecticide Herbicide Fungicide Biopesticide & others
Fig. 8 Market distribution by product
category (% of total)
2004
2009
insecticides has witnessed a decline in the recent past. Its share in the total crop
protection chemicals has reduced from 69% in 2004 to 55% in 2009 (Fig. 8). On the other
hand, share of herbicides and fungicides has increased from 17% and 13% respectively in
2004 to 20% each in 2009. This is due to increased focus on fruits and vegetables and
higher awareness levels among end users.
Paddy and cotton are the major consumers of crop protection chemicals
accounting for 28% and 20% respectively of the total domestic crop protection chemicals
market. Fruits and vegetables also account for a significant share of the crop protection
chemicals market (Fig. 9). In recent years, consumption of insecticides has decreased due
to the introduction of BT cotton, which has lower risk of pest attacks. As a result,
pesticides usage on cotton as % of total has decreased from 33% in 2005 to 20% in 2009.
On the contrary, pesticides usage in paddy has been increasing mostly due to increased
popularity of hybrid varieties of rice, which require higher amount of pesticides. Share of
paddy in the total crop protection chemicals has increased from 24% in 2005 to 28% in
2009. Consumption of pesticides by fruits and vegetables has been relatively stable in the
recent years (Fig. 9).
The top three states Andhra Pradesh, Maharashtra and Punjab account for ~50%
of the total pesticide consumption in India. Andhra Pradesh is the largest consumer of
pesticides with a share of 24% (Fig. 10). The Indian crop protection chemicals market is
highly fragmented in nature with over 800 formulators. The competition is fierce with
large number of organized sector players and significant share of spurious pesticides. The
market has been witnessing mergers and acquisitions with large players buying out small
manufacturers. Key market participants include United Phosphorus Ltd, Bayer
Cropscience Ltd, Rallis India Ltd, Gharda Chemicals Ltd, Syngenta India Ltd, BASF
India Ltd, etc. Top ten companies control almost 80% of the market share. The market
share of large players depends primarily on product portfolio and introduction of new
molecules. Strategic alliances with competitors are common to reduce risks and serve a
wider customer base.
3.3 Agriculture in Uttar Pradesh at Glance
Uttar Pradesh is the most populous and fifth largest state in the Union of India.
Uttar Pradesh covers a large part of the densely populated Gangetic plain. The western
0
5
10
15
20
25
30
35
Cotton Paddy Fruits &
Vegetables
Wheat Pulses &
Oilseeds
Others
33
24
21
8 8 6
20
28
20
6
10 10
Fig. 9 Crop wise pesticides consumption
(% of total)
2005
2009
24
13
11
7 7
8
5
5
5
23
Fig. 10 State-wise pesticides consumption
Fy09 (% of total value)
AP
Maharashtra
Panjab
Karnataka
Gujarat
MP & Chattisgarh
Tamilnadu
Haryana
West Bengal
Others
region of the state is more advanced in terms of agriculture. Majority of the population
depends upon farming as its main occupation. Wheat, rice, sugar cane, pulses, oil seeds
and potatoes are its main products. Sugar cane is an important cash crop almost
throughout the state and sugar mills and other cane crushers who produce gur and
Khandsari are common throughout the state. Uttar Pradesh is an important state in so far
as horticulture is concerned. Apples and mangoes are produced in the state.
Uttar Pradesh is leading producer of food grains (418.65 MT) which contributes
19% food grain production of country. State is leading producer of wheat (260.27 MT)
which represents 33% production while third largest producer of rice (108.76 MT) in the
country (12% share). Fertiliser consumption of state is 80.77 MT while consumption per
hector was 158 Kg while NPK ratio was 11:4:1. Emphasis was given on the use of NPK
complex (Table 1). Pesticide consumption of sate was 6888 MT during 2008-09 where
39.72% was contributed by insecticides, 18.03% share by fungicides, 24.74% share by
herbicides and 15.62% bio-pesticides (Table 2).
3.4 Product Life Cycle Analysis in Agrochemical Product
Product life cycle management (or PLCM) is the succession of strategies used by
business management as a product goes through its life cycle. The condition in which a
product is sold (advertising, saturation) changes over time and must be managed as it
moves through its succession of stages. The understanding of a product’s life cycle, can
help a company to understand and realize when it is time to introduce and withdraw a
product from a market, its position in the market compared to competitors, and the
product’s success or failure (Komninos, 2002).
In his famous study forward “A review of agricultural pesticide pricing and
availability in Canada” Michael Rothschild (1990) put theory of costs could be described
as a product life cycle model. Early production of a good takes place in a high cost
environment. As the cumulative volume of production increases, learning and process
innovation takes place and costs decline.
Phillips McDougall (2005) reported relative allocation of industry R&D cost split
between these various product life cycle stages. Allocations of funds were reported to be
higher during initial phase of product life cycle.
Table 1. Fertiliser consumption Pattern in Uttar Pradesh
Table 2. Pesticide Consumption Pattern in Uttar Pradesh
S No Group of Pesticide
Achievements( MT)
2006-07 2007-08 2008-09
1 Insecticide 3025 3043 2736
2 Fungicide 1387 1307 1242
3 Herbicide 1804 1782 1704
4 Rodenticids /
Fumigants 205 138 130
5 Bio- pesticide 1048 1055 1076
Total 7469 7325 6888
Sl. No. Fertilizer
Fertilizer Distribution
2006-07 2007-08 2008-09
1 Urea 51.68 52.24 54.86
2 DAP 13.21 14.77 16.40
3 NPK 6.93 8.88 7.03
4 MOP 1.23 2.36 2.48
Total 73.05 78.25 80.77
Consumption (Kg/ha.) 153 155 158
NPK Ratio 17:5:1 11:4:1 11:4:1
4. DATA PRESENTATION AND ANALYSIS
The results of the study on “Product life cycle: Understanding and strategy
implementation in saturated market of MACHETE and the growing market of FAST-
MIX in Uttar Pradesh” are presented under the following major headings in this chapter.
4.1 To understand the buying behaviour of the farmer’s w.r.t. different brands and
products
Sinochem international is one of the leading Agri-input companies in the world.
As per the long term strategy of an organisation they are looking at India as a long term
strategy partner for all the agri-input categories like seeds, fertilizers, agrochemicals and
other operations in India. Hence understanding the buying behaviour of the farmers is an
important part of this strategy. Questionnaire was prepared w.r.t. rice crop which is the
important staple food in the region and the results are presented below.
4.1.1.1 Seeds
Major seed company varieties were selected based on their sales and farmers
responses. Varieties like PR 113 from different local companies and governmental
institutions; Prima, 6111, 6420, 6129 and 6444 (Ariz Series) from Bayer crop sciences;
Silky series from Advanta (UPL group) and others were grouped for the questionnaire.
PR 113 was found to be the successful variety widely accepted by the farmers. Overall
43% farmers preferred this variety over other varieties. PR 113 was widely adopted by
the Dera farmers (51 %) due to its high demand by the rice mills and higher production
capacity (Table 3).
Arize series was preferred by almost 28 % farmers in the region where Arize 6444
was leading the front with more than 10 % share in the demand of the hybrid rice by
Bayer Crop Sciences. Silky series from Krishidhan Seeds was demanded by the marginal
farmers (27%) with early crop and higher market price. Awareness about Silky was
increasing in region due to its performance and good returns.
Advanta seeds another important player in this industry was showing their presence with
PAC 835 which was quite popular with among the Dera farmers. But it was lacking in
other areas due to improper distribution network and lack of awareness. Other varieties
were not in such demand by the farmers due to the production capacity
Table 3. Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in rice seeds
Varieties
Dera
Farmer
Large
Farmer
Marginal
Farmer Overall
PR 113 PR 113 51 42 35 43
Bayer
Prima 5 6 3 4
6111 2 1 11 5
6420 3 3 7 4
6129 3 6 5 5
6444 8 15 7 10
Krishidhan Silky 19 25 27 24
Advanta Pac 835 9 0 4 4
Other Others 0 1 1 1
Table 4. Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in Herbicide
Brands
Dera
Farmer
Large
Farmer
Marginal
Farmer Overall
Pre Emergence
Macheri 41 48 35 41
Fast mix 21 18 12 17
Top star 12 6 5 8
Refit 14 5 5 8
Trap 7 13 15 12
Thunder 2 7 8 6
other 2 3 21 9
Post
Emergence
Non user 0 4 33 12
Nomini Gold 85 71 45 67
Tata Tarak 15 25 23 21
Fig. 11 Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in rice seeds
0
10
20
30
40
50
60
PR 113 Prima 6111 6420 6129 6444 Silky Pac 835 Others
PR 113 Bayer Krishidhan Advanta Other
Seeds
Dera Farmer Large Farmer Marginal Farmer
Fig. 12.1 Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in Herbicide
Fig. 12.2 Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in Herbicide
0
10
20
30
40
50
60
Macheri Fast mix Top star Regent Trap Thunder other
Pre Emergence
Pre Emergence
Dera Farmer Large Farmer Marginal Farmer
0
10
20
30
40
50
60
70
80
90
Dera Farmer Large Farmer Marginal Farmer
Post Emergence
Post emergence Nomini Gold Post emergence Tata Tarak Non user
and performance of the major players, even though players like Chambal seeds
(Uttamveer) and other local players like Pantnagar seeds and others were showing their
demand.
4.1.1.2 Herbicides
Herbicide is one of the important inputs in paddy as it affects yield up to 33%.
Machete was found to be the market leader in pre emergence herbicide segment with
leading market share up to 41% overall (Table 4), where it was more popular among the
Dera farmers and large farmers. Fast mix (Sinochem India Pvt. Ltd.) is one of the fastest
growing brands in the market due to its ability to work in less water and its good impact
on modern weeds. Refit (Syngenta Ltd.) and Trap (Isagro Ltd.) had a shared presence in
the pre emergence herbicide segment. Lack of awareness and credit issues were the major
reasons affecting the major pre emergence herbicide brands associated with marginal
farmers.
The post emergence segment was dominated by Nomini gold (Pesticide India
Ltd.) with more than 67% market share. Tata Tarak had a significant mark in the market
with 21% market share in post emergence herbicide market. Share of nonuser was higher
in marginal farmers due to their low land holding and higher cost associated with it.
4.1.1.3 Fertilisers
Green revolution during sixties and seventies created awareness among the
farmers for utilisation of fertiliser in field. Initially user behaviour was limited to the urea
and DAP but with changing time usage behaviour was changed radically and now
farmers are aware about customised fertilisers and micronutrients. Hence it was an
important agri-input segment to have huge impact on production and productivity. Some
of the important results of buying behaviour w.r.t. different brands are given below.
IFFCO was leading organisation when it comes to fertiliser sector. It was leading
almost all the categories as it was leading brand with overall 52% market share in urea,
49% share in phosphorus, 53% share in potash and 48% share in DAP. The market share
was highest due to the wide distribution network collaborating with village societies and
credit facility for the farmers. Share of marginal farmers was highest due to credit facility
given by societies (Table 5).
Table 5. Understanding buying behaviour of the farmer’s w.r.t. different brands
and products in Fertilisers
Company
Dera
Farmer
Large
Farmer
Marginal
Farmer
Urea
IFFCO 46 50 59
Tata Chemicals (Paras) 15 13 8
Chambal Fertilisers (Uttamveer) 31 24 19
NCF 5 7 5
RCF 1 3 5
Zuari 1 2 3
Others 0 1 1
Phosphorus
IFFCO 41 51 54
Tata Chemicals (Paras) 11 13 9
Chambal Fertilisers (Uttamveer) 27 26 21
NCF 9 6 3
RCF 3 2 5
Zuari 5 1 5
Others 4 0 3
Potash
IFFCO 47 53 59
Tata Chemicals (Paras) 13 12 10
Chambal Fertilisers (Uttamveer) 26 21 18
NCF 4 9 7
RCF 5 1 2
Zuari 3 2 3
Others 2 2 1
Zink Dayal (Talwar) 71 65 55
Others 29 35 45
DAP
IFFCO 36 48 61
Tata Chemicals (Paras) 15 14 11
Chambal Fertilisers (Uttamveer) 25 25 21
NCF 10 6 3
RCF 6 4 3
Zuari 3 2 1
Others 5 1 0
Customised
Fertilisers
IFFCO 15 21 49
Tata Chemicals (Paras) 64 69 37
Chambal Fertilisers (Uttamveer) 21 9 15
Micronutrients Tata Chemicals (Paras) 69 76 52
Others 31 24 48
0
20
40
60
Phosphorus
Dera Farmer Large Farmer
Marginal Farmer
0
20
40
60
80
Urea
Dera Farmer Large Farmer Marginal Farmer
0
20
40
60
80
Potash
Dera Farmer Large Farmer Marginal Farmer
71 29
65 35
55
45 0
100
200
300
Dayal (Talwar) Others
Zink
Dera Farmer Large Farmer
Marginal Farmer
0
50
100
DAP
Dera Farmer Large Farmer
Marginal Farmer
0 20 40 60 80
IFFCO
Tata Chemicals
Chambal Fertilisers
Custamized Fertilisers
Marginal Farmer Large Farmer
Dera Farmer
69 76 52
31 24 48
0
50
100
150
Dera Farmer Large Farmer Marginal Farmer
Micro nutrient
Others
Tata Chemicals
Fig. 13 Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in Fertilisers
Chambal fertilisers and Tata chemicals were preferred brands followed by IFFCO
respectively. Chambal fertilisers were dominant in traditional products like urea,
phosphorus, potash and DAP which is well known by its brand name Uttamveer. Tata
chemicals which introduced its fertiliser segment under brand name Paras Formula which
was leading new trends of fertiliser industry i.e. customised fertilisers and micronutrient
market (Table 5).
Zink is an important micronutrient for paddy cultivation in the region due to
deficiency in soil. Dayal Industries was market leader in this segment with its products
Talwar which contributes about 71% of total supply of zink in the area. Other brands like
Uttam (Chambal Fertiliser), Soniya (Crystal Pvt. Ltd.) were sharing remaining market.
Talwar was enjoying the market leadership due to its quality standards, awareness
programmes and strong distribution due to its innovative distribution channel like
Dayalbandhu Kendra.
4.1.1.4 Plant Protection Material
Plant protection products are an important segment in agri-input sector. It includes
both insecticides and fungicide products. Paddy is largest consumer of plant protection
material and hence huge potential to different companies with great attraction to this
segment. Study was conducted to understand insecticide and pesticide usage pattern,
results are presented below.
4.1.1.4.1 Insecticide
Important players in insecticide sector were identified based on pilot study. Most
preferred brand in the market was Bayer Crop Sciences. 21% Dera farmers preferred this
brand over other companies. Some of the important brands in Bayer basket were Regent,
Bayruril (Quinalphos 25% EC), Gole (Acephate 75% SP), Rogar (Dimethoate 30% EC),
Metacid 50 (Methyl parathion 50% EC), Confidor 200 S.L (Imidachloprid 17.8% SL),
Bilfen (Fenvelerate 20% EC & 0.4 % dust). These were most preferred by large farmers
(19%) as well as marginal farmers (13%).
Tata Rallis was second most popular brand in insecticide market. Preference for
Tata Rallis was varied from 18% (Dera farmers) to 12% in marginal farmers. Some of
important brands were Furadan 36 (Carbofuran 3%GR, 50% SP),
Table 6. Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in Insecticide
Dera farmer Large Farmer Marginal Farmer
Bayer 21 19 13
Tata Rallis 18 15 12
Syngenta 17 14 11
Nagarjuna 8 9 10
UPL 7 11 11
Excel Crop Care 4 7 8
Sinochem 3 2 1
Sumitomo 5 3 4
Chormandal 2 2 3
Chemchura 3 3 5
DSCL 2 3 3
Dhanuka 5 4 5
BASF 1 1 2
Daw Agro 2 1 1
PI 1 3 4
Uttam 1 2 2
other 2 1 5
Table 6. Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in Insecticide
Dera farmer Large Farmer Marginal Farmer
Bayer 17 15 12
Tata Rallis 14 13 11
Syngenta 13 12 9
Nagarjuna 11 9 10
UPL 8 11 9
Excel crop care 3 4 6
Sinochem 4 3 5
Sumitomo 3 4 3
Chormandal 2 3 3
Chemchura 3 5 5
DSCL 5 6 6
Dhanuka 6 7 9
BASF 1 2 2
Daw Agro 4 1 2
PI 1 1 1
Uttam 1 1 3
other 4 3 5
Fig. 14 Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in Insecticide
Fig. 15 Understanding buying behaviour of the farmer’s w.r.t. different brands and
products in Fungicide
0
5
10
15
20
25
Dera farmer
Large Farmer
Marginal Farmer
0
5
10
15
20
25
30
35
40
45
50
Marginal Farmer
Large Farmer
Dera farmer
Balwan (Monocrotophos 36% SL), Marshal (Carbosulfan 25% SD), Tafgor (Dimethoate
30% EC), Contaf, Contaf plus, Asataf (Buprobenzine).
Insecticide market was one of the most competitive markets and even
multinational companies were facing problems to increase their market share and same
was reflected in the results. Syngenta was holing fare market share 17% among Dera
farmers, 14% among large farmers and 11% among small farmers. Among other farmers
other brands like UPL, Excel crop care; Nagarjuna etc. were popular (Table 6). Usage of
marginal brands was high among marginal farmers (8%) due to higher cost of branded
insecticide and pressure from dealers due to credit.
4.1.1.4.2 Fungicide
Trends in fungicide market were almost similar to that of insecticide market.
There was change in market share where small brands were one of the major challengers
to big brands in the market.
Bayer was most dominant player in fungicide market as well due to its big
product range and wide distribution system (Table 7). Market was dominated by Tata
Rallis, Syngenta, Nagarjuna, Dhanuka and DSCL respectively.
Dominance of major brands was challenged due to low price of domestic and
lower brands and higher margins to dealers.
4.1.2 Understanding reasons for dissatisfaction in different agri-input sectors
Farmers were very aware about the new developments in market. They were
adopting the best products in the category which they find reliable to improve their
production. Important reasons were identified and survey was conducted. Some of the
important reasons from the farmer’s point of view for brand shifting are given below.
The poor quality and unsatisfactory results of a particular seed variety is one
important reason for the shift as seen among the Dera farmers (Table 8). They are quite
willing to shell out more from their pockets so long as quality is assured and are quite
familiar with the fake brands in the market. A significant change in the farmer category
pattern is seen as more and more farmers are bothered about quality and yield. Marginal
farmers on the contrary were looking for value for money and were bothered about the
high prices.
Table 8. Understanding reasons for dissatisfaction in different agri-input sectors
Dera Farmers Large Farmers Marginal Farmers
Impure
qual
ity
Hig
her
pri
ce
Unsa
tisf
acto
ry
resu
lts
Unav
aila
bil
ity o
f
mat
eria
l in
mar
ket
Fak
e bra
nds
Impure
qual
ity
Hig
her
pri
ce
Unsa
tisf
acto
ry
resu
lts
Unav
aila
bil
ity o
f
mat
eria
l in
mar
ket
Fak
e bra
nds
Impure
qual
ity
Hig
her
pri
ce
Unsa
tisf
acto
ry
resu
lts
Unav
aila
bil
ity o
f
mat
eria
l in
mar
ket
Fak
e bra
nds
Seeds 41.33 8.67 37.33 10.67 2.00 34.67 18.00 28.67 8.00 10.67 18.00 44.67 18.00 4.67 14.67
Herbicide 28.67 1.33 40.67 1.33 28.00 20.67 6.67 34.00 12.67 26.00 8.00 41.33 7.33 19.33 24.00
Fertilisers 14.67 48.67 8.00 27.33 1.33 12.00 52.67 4.00 27.33 4.00 11.33 54.00 2.00 26.67 6.00
Insecticide 7.33 10.00 54.00 8.67 20.00 10.67 5.33 49.33 12.67 22.00 4.67 45.33 8.67 8.00 33.33
Fungicide 8.00 11.33 52.67 10.67 17.33 6.67 4.67 46.00 16.00 26.67 5.33 47.33 7.33 11.33 28.67
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
50.00
Dera Farmer Large Farmer Marginal Farmers
Seeds
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
Dera Farmer LargeFarmer
MarginalFarmers
Herbicide
0.00 10.0020.0030.0040.0050.0060.00
Dera Farmer
Large Farmer
Marginal Farmers
Fertilisers
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Dera Farmer Large Farmer MarginalFarmers
Insecticide
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Dera Farmer Large Farmer MarginalFarmers
Fungicide
Fig. 16 Understanding reasons for dissatisfaction in different agri-input sectors
In the herbicide segment, shifting pattern w.r.t. Dera farmers was due to
unsatisfactory results (40.67%), poor quality (28.67%) and fake brands (28%)
respectively. Unsatisfactory results (34%) and fake brands (26%) were the important
reasons for shifting in case of large farmers. Higher price (41.33%) and fake brands
(24%) were the main reasons for the shifting in marginal farmers. Most of the farmers
were happy with the supply of material in the market as it was not a major reason for
shifting usage behaviour (Table 8).
Major reasons for the shifting in fertiliser category were unviability of material
and higher prices (Table 8). Extent of shifting varied from different group of farmers.
Fake brands and unsatisfactory results were not the major reasons for shifting the
purchase designs. Strong distribution network of some of major fertiliser companies
(IFFCO, NCF, RCF, Chambal Fertilisers, DSCL, Tata Chemicals) were the important
reasons.
The plant protection segment, which included insecticide and fungicide, a major
shift in purchase pattern was observed due to the unsatisfactory results and fake brands
(Table 8). Shift due to fake brands (33.33%) was higher among marginal farmers where
purchase designs were influenced by the retailer. Dera farmers and large farmers were
more bothered about results of the chemicals in the field and hence shift in the brand
depends entirely upon the field results during the previous year.
Growth regulators are emerging as a new potential area in agrochemicals for
increasing production. The awareness among the farmers was least about this product.
4.2 Understanding Herbicide Usage Pattern
To understand herbicide usage pattern in Bareilly region it was important to
understand urgency of the situation and followed by the usage behaviour.
4.2.1 Major Issues Affecting Paddy Production
Few important problems in the paddy cultivation were thrown to farmers to
understand important issues in paddy cultivation. According to farmers major problems
were identified i.e. weeds, pest, diseases, water and labour problem. Responses were
recorded from the farmers and results were presented below.
Weed was found to be the major problem in paddy cultivation. About 30%
farmers irrespective of their land holding were recognising weeds as one of the major
problem which affect the yield of paddy. Dera farmers (35%) were more worried about
the weed due to large farm holding and higher cost of intercultural operations. In case of
large farmers (28%) and marginal farmers (25%) they were considering weeds as an
important problem but extend of the problem was small.
According to 25% farmers irrespective of their land holding water was second
important problem in paddy cultivation. Large farmers and marginal farmers were more
concern about the water supply and its availability. According to marginal farmers
scarcity of water was creating the huge production losses in paddy.
Pest (19%), diseases (13%) and labour issues (13%) were ranked respectively as
important problems in paddy cultivation. Extend of pest attack was considered as a major
problem by large farmers (21%) while 18% marginal farmers were bother about it.
According to the marginal farmers labour (17%) was one of the rising challenges for
them. Higher wage structure was one of the restricting factors for marginal farmers to
hire labour for different intercultural operations (Table 9).
According to the perception of overall farming community 71% farmers were
considering weeds as an important problem. Extend of agreement was higher with Dera
farmers (85%). Less difference was among the marginal farmers where 58% farmers
think weed as major issue others were thinking otherwise for weeds (Table 10).
4.2.2 Weed Control Methods, Awareness and Usage Pattern of Herbicide
Weed was major problem in paddy cultivation. After understanding major
problems faced by farmers the picture was even clearer about its intensity. For
understanding herbicide usage pattern it was important to understand different methods
mainly adopted by the farmers to control this problem. Results of study are presented
below.
Manual weeding was mainly practiced by marginal farmers (53%) mainly due to
smaller land holdings. The intensity of manual weeing was reduced with increasing land
holding (Table 11). Pattern of chemical control was totally opposite, Dera farmers (28%)
giving more importance on it. Major chemicals used were Machete as pre emergence
herbicide and Nomini gold as post emergence herbicide for large land holdings. Based on
Table 9. Major Issues Affecting Paddy Production in Beesalpur
Table 10. Intensity of Weeds as an Important Problem in Paddy Production
Dera
Farmer
Large
Farmer
Marginal
Farmer Overall
Yes 85 69 58 71
No 15 31 42 29
Dera Farmer
V.LOW LOW MOD HIGH V.HIGH
Weeds 1 3 9 8 15
Pest 0 5 3 6 3
Diseases 3 4 2 1 1
Water 2 5 7 9 3
Other (labour) 0 1 4 3 2
Large Farmer
V.LOW LOW MOD HIGH V.HIGH
Weeds 1 3 9 12 4
Pest 2 5 6 7 2
Diseases 1 3 3 5 1
Water 1 11 8 3 3
Other (labour) 1 3 3 5 1
Marginal Farmers
V.LOW LOW MOD HIGH V.HIGH
Weeds 8 6 5 4 3
Pest 2 3 7 3 3
Diseases 1 3 4 3 5
Water 4 7 6 3 3
Other (labour) 3 6 4 4 1
Fig. 17 Major Issues Affecting Paddy Production in Beesalpur
Fig. 18 Intensity of Weeds as an Important Problem in Paddy Production
WEEDS PEST DISEASES WATER Other (Labour)
Dera Farmer 35 17 11 26 11
Large Farmers 28 21 12 27 12
Marginal Farmers 25 18 16 23 17
0
5
10
15
20
25
30
35
40
Ratting Important Problems in Rice Cultivation
85 69
58 71
15 31
42 29
0
20
40
60
80
100
120
Dera Farmer Large Farmer Marginal Farmer Overall
Yes No
the availability of resources use combination for chemical and manual methods was
varied from 65% to 29% in Dera farmers to marginal famers (Table 11).
Understanding weed control method provided platform to understand usage
behaviour of herbicide. Major brands were selected based on the pilot study. Study was
divided in to two stages, in first stage was to understanding about product awareness and
usage pattern among farmers and second stage was to understand major sources of
information about brand.
All the farmers were aware about two major products i.e. Machete and Nomini
gold. Machete was popular due to its presence from long time in market since 1978 and
enjoying market leadership with huge trust and brand loyalty among farmers. Nomini
gold was more popular due to its performance as post emergence herbicide and enjoys
market leadership due to first entry advantage (Table 12).
Ratings were given for understanding usefulness of Machete to the farmers. 41%
Dera farmers gave high importance for use of Machete. Moderate importance was given
by the large farmers (38%) and marginal farmers (37%) for its use in paddy. According to
most of the farmers there is an emerging need to modify the technical of Machete as it
was losing its penetration power and was unable to check growth of modern weeds.
Among other brands Refit (92%) was more popular while it was being used by
93% farmers who have heard about it. Fast mix was heard by 73% of farmers while 74%
farmers were adopted this in there practice. Top star (70%) and Tarak (51%) were ranked
fifth and sixth respectively where 79% and 47% farmers have used these products among
them.
Major sources of information were dealers who influence the purchase
decisions. A newspaper was one of the major sources of advertising used by some of the
organisations. Word of mouth from fellow farmers was identified as important source of
information. While other activities like extension work form organisation, posters, POP
displays etc. were categorised under other category.
Among dealers Refit (62%) was most popular and was recommended to farmers
followed by Fast mix (57%). Top star (31%), Tarak (39%) and Machete (46%) was least
promoted by dealers. Newspaper advertises was one of the major advertising strategies
adopted by Bayer crop sciences for Top Star (23%).
Table 11. Important Methods of Weed control in Paddy
Table 12. Usage Behaviour of Herbicide in Paddy
Dera
Farmer Large Farmer
Marginal
Farmer
Manual Manual 7 18 53
Chemical Chemical 28 23 18
Both
If both,
Mostly
manual-
little
chem. 7 13 17
Mostly
Chem –
Little
manual 29 39 5
Equal 29 7 7
Name of
Chemicals/brand
Heard
Used
Where from heard ( dealer/paper/other
farmer/ others ( specify)
Dealer News
Paper
other
farmers other
Machette 100 100 46 0 43 11
Nomini Gold 100 68 50 12 36 2
Taarak 51 47 39 9 17 35
Top Star 70 79 31 23 26 20
Rifit 92 93 62 20 7 11
Fast mix 73 74 57 0 28 16
Fig. 19 Important Methods of Weed control in Paddy
7
18
53
28 23
18
65 59
29
0
10
20
30
40
50
60
70
Dera Farmer Large Farmer Marginal Farmer
Manual Chemical Both
0
5
10
15
20
25
30
35
40
45
Dera Farmer Large Farmers Marginal Farmer
V.LOW
LOW
MOD
HIGH
V.HIGH
0
10
20
30
40
50
60
70
Machette Nomini Gold Taarak Top Star Rifit Fast mix
Dealer
News Paper
other farmers
other
Fig. 20.1 Usage Behaviour of Herbicide in Paddy
Fig. 20.2 Source of Information about Different Brands
Fig. 20.3 Usefulness of Machete for Weed Control in Paddy
100 100
51
70
92
73
100
68
24
55
85
54
0
20
40
60
80
100
120
Machette Nomini Gold Taarak Top Star Rifit Fast mix
Heard
Used
Word of mouth is one of the major reliable sources of information to farmer and they
give more importance to such recommendations. The recommendations in form of word
of mouth were highest for Machete (43%) followed by Nomini gold (36%) and Fast mix
(28%).
Road act was one of the advertising strategies adopted by Tata Rallis for their
product Tarak and it helped them to create awareness among the farmers for their
product.
4.3 Evaluation of all brand promotional activities undertaken by Sinochem India
Sinochem India gives more importance to the reach out to farmers in fields (Plate
1). It has created a very good impression in the minds of farmers. It not only helped them
to improve the sales but also their products are establishing themselves as important
brands in the market. This objective was introduced in the study to judge impact and
effects of different extension activates by sales force of an organisation.
Frist stage was to understand the awareness about different activities undertaken
by sales team. Overall 69% farmers were aware about different promotion activates
undertaken by company for popularising Machete and Fast mix. Degree of awareness
was highest among Dera farmers (85%) while marginal farmers (52%) were relatively
less aware about these initiatives. Due to large farm holdings company was giving more
importance to the Dera farmers in promoting product as the rate of purchase was also
reported to high.
Based on the awareness level of different programmes participation of different
programmes were determined. Dera farmers (86%) were heard about farm meetings
while 65% farmers were participated in farmer meeting conducted by the sales team for
promoting Machete and Fast mix. Participation was highest for jeep campaigning where
91% farmers were aware about it while 81% farmers were actually benefited by this
programme (Table 13). Maximum effective method was observed to be jeep campaigning
due to its coverage in short time. Farm meeting was reported to be second most important
contact programme which helps to create good awareness about products and purchase
decision.
Farmer Meeting
Postering
Plate 1.1 Brand Promotional Activities Undertaken by Sinochem India
Jeep Campaign
POP DisplayPlate
1.2 Brand Promotional Activities Undertaken by Sinochem India
Table 13. Awareness about Different Programmes and Relative Participation
Table 14. Rating of Different Awareness Programmes by Farmers
Dera Farmer Large Farmer Marginal Farmer
Programme Heard Participa
ted
Not
heard
Heard Participa
ted
Not
heard
Heard Participa
ted
Not
heard
Farmers meet 86 65 15 63 36 37 45 31 55
Demo’s 45 15 55 33 21 67 11 4 89
Field Visit 69 59 31 57 42 43 56 29 44
Jeep campaign 92 81 8 89 64 11 95 54 5
Dera Farmer Large Farmer Marginal Farmer
Pai
nfu
l
Don’t
car
e
Ok
Ver
y
use
ful
Del
ightf
ul
Pai
nfu
l
Don’t
car
e
Ok
Ver
y
use
ful
Del
ightf
ul
Pai
nfu
l
Don’t
car
e
Ok
Ver
y
use
ful
Del
ightf
ul
Farmers meet 0 0 31 57 11 0 0 27 59 14 0 0 15 59 25
Demo’s 0 0 22 50 28 0 0 32 51 17 0 0 58 29 13
Field Visit 0 15 35 29 21 0 0 21 61 18 0 0 19 64 17
Jeep
campaign 14 21 53 13 0 0 7 34 47 12 0 0 9 69 22
85 69
52
15 31
48
0
20
40
60
80
100
120
Dera Farmers Large Farmers Marginal Farmers
No
Yes
01020304050607080
Pai
nfu
l
Do
n’t
car
e
Ok
Ve
ry u
sefu
l
De
ligh
tfu
l
Pai
nfu
l
Do
n’t
car
e
Ok
Ve
ry u
sefu
l
De
ligh
tfu
l
Pai
nfu
l
Do
n’t
car
e
Ok
Ve
ry u
sefu
l
De
ligh
tfu
l
Dera Farmer Large Farmer Marginal Farmer
Farmers meet Demo’s Field Visit Jeep campaign
0
10
20
30
40
50
60
70
80
90
DeraFarmers
LargeFarmers
MarginalFarmers
86
45
69
92
63 33 57 89
45
11
56
95
0
10
20
30
40
50
60
70
80
90
100
Farmersmeet
Demo’s Field Visit Jeepcampaign
Awareness
Fig. 21 Evaluation of all brand promotional activities undertaken by Sinochem India
Fig. 21.1 Awareness among Farmers about Different Awareness Programmes
Fig. 21.2 Awareness about Different Programmes and Relative Participation
Fig. 21.3 Rating of Different Awareness Programmes by Farmers
Participation
Plate 2 POP Displays for Machete
Plate 3 POP Displays for Fast Mix
According farmers irrespective of their land holding they were ratting farm
meetings very useful for them (Table 14). Large farmers (51%) were very delighted with
demonstrations conducted by sales persons while marginal farmers (58%) were feels ok
about these activities there were happy but not excited about it. Response for farm visit
was neutral while large farmers (61%) and marginal farmers (69%) were excited about it
and were rating this programme with very useful rating. Jeep campaigning was ratted
high by marginal farmers (69%) due to its timing.
Sinochem India has developed special packaging indicators to identify original
Machete and Fast mix as to create awareness. 95% Dera farmers identified seal embossed
is a good initiative to identify Machete. 100% marginal farmers were happy about this
initiative and were happy due to proper identification sign which will even help illiterates
to identify the original product and help to avoid fake brands.
4.4 Evaluation of product life cycle w.r.t. brands Machete and Fast mix
Product life cycle management (PLC) is the succession of strategies used by
business management as a product goes through its life cycle. The condition in which a
product is sold (advertising, saturation) changes over time and must be managed as it
moves through its succession of stages.
4.4.1 Machete
Machete is pioneer brand in paddy herbicide segment. After acquiring particular
brand from Monsanto India Sinochem India have given immense importance to this
product. Following points were considered to determine PLC of Machete.
Sales volume was increased considerably according to the available data Machete
brand was market leader in paddy herbicide business. Continuous growth was observed
in the sales as well as awareness of particular brand (Table 15). Growth in the sales was
18.92 % and 18.18% over 2008-09 and 2009-10 respectively. Sales volumes were almost
touching to the peaks and growth in the sales reduced over previous year.
Machete was launched in Indian market in 1975 and since it has served the
purpose. Over the year’s attractiveness of this segment attracted many major players in
industry. Some of the important competitors launched their product with same technical
and new entries are increasing day by day. Some of the important entrants are mentioned
Table 15. Sales of Machete
Table 16. Important Players & New Entries in Butachlor Business
Year Sales (000 Lit.) Growth
2008-09 185
2009-10 220 18.91
2010-11 260 18.18
Company Brand
Isagro Trap
DSCL Shaktiman
Chambal Fertilisers Uttamveer
Tropical Agro Thunder
Zuari Butasaan
Dhanuka Dhanuchlor
Lupin Nirmool
in the Table 16. Today Butachlor provides stage for more than 20-25 brands of different
companies in market and also attracting new players even today.
Retail price of Machete has fallen considerably due to high market competition
and proliferation of competing products. Reductions in margins to the dealers have made
competition even difficult as they prefer to sell the brands with more margins and
monitory benefits.
Sinochem India have launched new embossed symbol on packaging for proper
identification of brand Machete (Plate 2). Machete is promoted as original Butachlor in
different publication and meetings and emphasis is given on promoting same image
among the farmers. Awareness programmers were more concentrated towards creating
market pull (demand) rather than push.
Based on available information Machete can be placed in mature phase in product
lifecycle (Fig. 22). Current status of product will help to increase the sales for 4-5 years
but growth rate will be lower. Due to current situation in market, increasing competitors
and introduction of new molecule will create new challenges to the product.
4.4.1 Fast Mix
Fast mix (Butachlor 50% EW) was introduced in the market to satisfy demand for
herbicide which can work in water scarcity conditions. Water was one of the major
problems in paddy cultivation. Brand was acquired from Monsanto as a part of Butachlor
business acquisition. Following points were considered for understanding the PLC of Fast
mix.
Sales volume was low as compare to the other brands. Due to low awareness
levels farmers did not prefer to buy the product. Sales of the product were increased as
compare to the previous year but with repetitive buying from the farmers who have tried
earlier.
Competition for the market is very low as most of the competitors in the
Butachlor segment didn’t have the same product. Due to low awareness levels of this
product demand has to create in the market as it is an advance version of Machete for
drought conditions and uplands (Plate 3). Every time sales team visited the farmers we
have to be prompted to try the product.
Based on available information Fast Mix can be placed in introduction phase in
product lifecycle (Fig. 22).this product is future of Butachlor business in India. Due to
current situation in market, there is every chance of increasing competitors for Fast Mix.
Promotion of this product will help to establish this brand with trust and brand loyalty for
the product in the minds of farmers.
Sales
Profit
Time
Value
Product Development
Intro
du
ction
Growth Maturity
Fig. 22 Product Life Cycle of Machete and Fast Mix
Machete Fast Mix
Decline
5. FINDINGS AND CONCLUSION
“Product life cycle: Understanding and strategy implementation in saturated
market of MACHETI and growing market of FAST-MIX in Uttar Pradesh” study was
conducted with four objectives. Some of the important findings of the study were
presented below.
Buying behaviour of farmers were studied w.r.t. different segments in agri-input
industry. Buying behaviour was mainly depending on some of the crucial factors like
brand awareness, credit policies of dealer, dealer’s opinion, availability of product and its
price.
Even though farmers are depend upon many factors for making purchase decision
but they give prime importance to the quality and results of particular product. Impure
quality and unsatisfactory results are important reasons for change in buying behaviour of
farmers along with fake brands penetration in market.
Irrespective of their land holding major paddy producing farmers were
considering weeds as a major problem in cultivation of paddy in their field. Majority of
the farmers were using combination of manual and chemical methods for controlling
weeds in fields. Combination of manual and chemical method was found to be dominant
use of chemical was dominant in Dera farmers whereas degree of manual operations were
increased with decreasing land holding of the farmers.
Dealers were reported to be important source of information to the farmers and
they were having huge impact on their decision making. Almost for all the brands sealers
were playing important role to disseminate information. Word of mouth from fellow
farmers was reported to be the important source of information to the farmers. They were
more comfortable with is information source due to the confidence from the farmers of its
earlier results.
Dera farmers were more aware about different awareness activities taken by the
company to promote the product. Company was also concentrating this segment due to
higher consumption rate and brand loyalty to the quality brands. Degree of awareness
was decreased with decreased land holding. Farm meeting was found to be the most
effective source of awareness as it has very good conversion rate in final purchase.
Field visits were also rated higher by the farmers irrespective of their land holding
and it helped to build the good brand image in the minds of farmers due to proper
feedback mechanism by the company compare to the other competitors. Farm meeting
followed by jeep campaigning was most effective method as it act as a reminder to the
farmers.
Product life cycle is important tool for formulating marketing strategy of product
in the market. Product life cycle of Machete and Fast mix was determined based on the
primary and secondary data. Machete was reported to be in the maturity phase where
sales were increasing but at reducing rate while entry of new brands and molecule was
creating challenges to the brand. High level of duplicity and fake brands were harming
the image of brand. On the other hand Fast mix is in introduction to growth phase where
product stared to create good awareness due to its results and good awareness campaign
conducted by sales team.
1.
1.
6. SUGGESTIONS
“Product life cycle: Understanding and strategy implementation in saturated
market of MACHETI and growing market of FAST-MIX in Uttar Pradesh” study was
conducted with four objectives. Some of the important findings of the study were
presented below.
Machete is one of the major brands in the paddy herbicide market. Machete is
now became generic name for the Butachlor. Fake brands are also promoted as Machete
and huge duplicity harming the product in big way. It is necessary to bring some new
unique identification as of new embossed symbol on packaging already existed on
package.
Machete is most trusted brand in the paddy herbicide market and it will help the
other products of company to create its own image with the help of Machete. Uniform
symbol on every product will promote the quality and trust to the farmer which is created
by Machete in their minds.
With the changing needs and demands of the market it is very difficult to compete
in the market with same oil based technical formulation in market. Hence it is need of the
hour to promote Fast Mix on larger basis in Uttar Pradesh otherwise series of failures due
to certain uncontrolled reasons like rain and water supply it will affect the brand image of
Machete and Sinochem overall.
As a premium brand in herbicide margins for dealers are very low and hence they
are avoiding the sales of the product on large scale. They are diverting the farmers to
other brands like Trap and Thunder where they have more margins per lit. Introduction of
loyalty scheme to the dealers which will include the bonus points on the sales of given
targets based on the different products will help to induce loyalty as well as it will
promote the sales of other products which are offered by the company.
Machete is surrounded by many look alike and spell alike products in the market
where dealers take full advantage of illiterate farmers and hence more marketing force
needed to be add in the current team of people as work load is much higher and it affect
via neglecting some of the area’s due to lack of time in the season.
Fast Mix is prominent product for the future and considering the fact about small
and marginal land holders in the Uttar Pradesh need of new half litter package which will
allow the small farmers to purchase the product.
Post emergence herbicide is creating a good challenge to the pre emergence
products like Machete and Fast Mix and hence proper marketing strategy have to be
formed and implement to protect the damage by these segments to market share of
Machete and Fast Mix.
Farmer meeting and field visits are important aspects of the awareness
programme by the company and are working well for the company and the Machete
brand, but if it is promoted on the larger stage like series of farmer camps and training at
taluka place and important market places will help to promote brand on larger ground.
Newspapers are the cheapest mode of advertisement and also most effective one.
So company should think on giving advertisement in local newspapers. It will helpful in
creating brand value of company among farmers and promotion Machete and other
product.
Name:
Village: Tahasil: District:
Average Land
Holding Dera Farmer
Large Land Holding
(More than 3 Ha)
Marginal
Farmer
(Less than 3 Ha)
Crops Kharip Season : Rabbi Season : Summer Season :
(This module is designed to understand buying behavior of different brands in rice)
Q.1. Which company products you are using for last 3 years? (Tick appropriate)
Product Company Brand Satisfaction/
Dissatisfaction
Seeds
Herbicide Pre emergence
Post emergence
Fertilisers
Urea
Phosphorus
Potash
Zink
DAP
Customised
fertilisers
Micronutrients
Insecticide Sucking pest
Other pests
Fungicide
Growth Regulator
Others
Q.2. If no what are the important reasons for dissatisfaction?
Ranks
1 – Impure quality
2 – Higher price
3 – Unsatisfactory results
4 – Unavailability of material in market
5 – Fake brands
Q.3. How do you rate the following problems?
Pest:
Diseases:
Weeds:
Water:
Others:
Rating V.Low-1 Low-2 Moderate-3 High-4 Very High- 5
Q.4. Do you think weed is the major problem in Rice?
Product Ranks
Seeds
Herbicide
Fertilisers
Insecticide
Fungicide
Growth Regulator
Others
Yes
No
Q.5. How do you control weeds in your rice crop? (Multiple ticks)
Q.6. What chemicals are you using in weed control.
Type Names of chemicals/Brands
Pre emergent
Post Emergent
Q.7. What are the different chemicals/brands you have heard or have used?
Name of Chemicals/brand Heard Used Where from heard ( dealer/paper/other
farmer/ others ( specify)
Machette
Nomin Gold
Taarak
Top Star
Rifit
Fast mix
Manual
Chemical
Both
If both, Mostly manual- little chem.
Mostly Chem – Little manual
Equal
Other:
Q.8. How does you rate usefulness of Machette?
Rating - V.Low-1 Low-2 Moderate-3 High-4 Very High- 5
Q.9. Can you tell me why do you think so?
Q.10. What are the advantages and disadvantages of using Machette?
No. Advantages Disadvantages
1
2
3
4
Q.11. What are the important improvement in product and service do you feel?
Q.12. What do you feel about new seal embossed by the company on the packaging
material?
Q.13. Do you think it will help farmers to identify the brand? Why?
Yes Reason
No
Machete Fastmix
Q.14. Are you aware about the different initiatives taken by Sinochen India for
popularising Machette or Fastmix?
Yes
No
Q.15. What company contact programmes are you aware of or participated in?
Programme Y/No Heard of (Name co’s) Participated in (Name co’s)
Farmers meet
Demo’s
Field Visit
Jeep campaign
Q.16. Rate the current farmer programmes being conducted by Sinochem India that you
are aware of:
(First list all and then Rate them)
Programme Rating Remarks
1- Painful 2- Don’t care 3- OK 4- Very useful 5- Delightful
BIBLIOGRAPHY / REFERENCES
IndiaChem2010 Handbook on Indian Chemical Industry, Tata Strategic & Roland Berger
Crop Protection market in India 2008, Frost & Sullivan
Global crop protection chemicals markets 2009, Frost & Sullivan
Phillips McDougall report on agrochemicals
Crop protection Business in the New Decade, 2010 presentation, Cheminova
KRC Research weekender on Agrochemicals 2009
Thirty-seventh report of Standing Committee on Petroleum & chemicals on "Production
and availability of pesticides", 2002
Croplife India report on agrochemicals
Company websites and Annual Reports FY10: Bayer Crop Science, Rallis India, United
Phosphorous Limited, Syngenta India Limited, Gharda Chemicals Limited
Primary interactions with industry leaders and Govt. of India
Business Press
Chemical Weekly
Yara Fertilizer handbook
National Horticulture Mission