Marketing And Delivery Of Staple Crops

With An Invisible Micronutrients : Private Sector

Views

Ashish Wele

President (Business Head)

Nirmal Seed Pvt. Ltd. India

Sorghum and pearl millet are primarily grown as

subsistence food crops in Tropical and Subtropical

countries. Less than 5% of annual production is

commercially processed by industry.

The main constraints to the commercialization of these

crops are

a) Low levels of productivity compared to commercial

grain substitutes,

b) High grain assembly and marketing costs,

c) High processing costs, and

d) The lack of awareness of commercial food and feed

processors regarding these crops.

Efforts to promote the commercialization of sorghum and

pearl millet face an essential conundrum.

In the tropical and subtropical countries near about

70% population is in rural area.

Nearly 12 million children under the age of five (over

4 million of them in sub-Saharan Africa alone) die

annually; malnutrition is a culprit in 55 per cent of

these deaths.

Anaemia due to Iron deficiency is a major

contributing factor in over 20 per cent of post-birth

maternal deaths in Africa and Asia.

(From Africa Recovery, Vol.11#3 (February 1998), page 3)

350 million in india suffer from nutrient deficiencies

50 per cent Indian women suffer from anaemia.

Rural Market : Extremely diverse market

Villages

Size

Population

Spread

Income

Literacy Level

Awareness Level

Languages

Media creating an impact creating awareness levels.

Problems in Rural Market :

Low per capita income

Low disposable income

Inadequate fixed income (Daily wages)

Majority depends on agricultural income

Acute dependence on mansoon

Consumption linked to harvest

Infrastructure problems

Low awareness

Communication difficult & expensive

Factors that influence rural behaviour

Stimuli Inputs to many senses

Products

Package

Commercials

Brand image

References

Information about the products

Perception

Exposure

Interpretation

Attitude

Consumer belief

Consumer feelings

Myths about Rural Marketing

It is homogenous mass

Individual decide about purchases

Disposable income is low

It is heterogenous mass, many languages,

state variations, literacy.

Decision making process is collective – It

is influenced by decider, ability of

individual all be different so marketing

must brand message at several levels

Population below poverty line varies

disposable income is high

Challenges & Strategies for Nutritional Staple Crops

Awareness

Acceptability

Availability

Challenges & Strategies for Bio fortified Staple Crops

Awareness :

Less exposure to the World, low literacy rate

a) Opinion leaders play key role

b) Promotional methods

i) Personal interface

ii) Using culture touch

iii) Events : Folk entertainment, Magic show etc

iv) Display tools : Large screens, animations,

documentary, road shows, mobile vans, exhibitions

v) At Chaupals, Mandi, Travel, places of worship

c) Branding : e.g. Nirma Washing Powder, Colgate

Toothpaste etc.

d) Media habits : Fond of music, TV, Radio, Video Films

Rural Media

NON TRADITIONAL TRADITIONAL

TV Cable Networks Puppet Shows

Satellite Channel Folk Theatre

Radio Demonstration

Print Haats & Mela

Cinema Theatre Wall Paintings

Word of Mouth Post Card & Posters

Video on Wheels Booklets, Calender

Chaupal Meeting

Folk Show

Challenges & Strategies for Bio fortified Staple Crops

Acceptability :

Reference group : Health workers, Doctors,

Teachers

Social indicators

Organoleptic tests

Demonstrations

Education

Induce trials

Challenges & Strategies for Bio fortified Staple Crops

Availability :

Research on hybrids/ varieties having higher

nutritive value (targeted 77 ug/g iron content)

with higher yield

Seed production through public and private

sector, NGO’s

Cooperative farmer’s seed production

Distributors, Dealers and PD’s chain

Retail outlets

Affordable price

Quantity

NIRMAL MARKETING-THE NETWORKCompany has the track record of Marketing, all overIndia, since last 17 years.

Nirmal Group of Companies have successfullylaunched, varieties of Quality Seeds, in the Market,under the today’s the most trusted brand name ofNirmal Seeds.

Regional Offices & Depots 1) Mumbai 2) Delhi3) Lucknow4) Jaipur 5) Indore6) Kolkatta7) Bhubaneshwar8) Patna 9) Guwahati10) Hyderabad11) Banglore 12) Ahemadabad

0

5000

10000

15000

20000

Qty (q)

2004-

2005

2005-

2006

2006-

2007

2007-

2008

2008-

2009

2009-

2010

Years

Hy. Bajra Growth over the years

2004-2005

2005-2006

2006-2007

2007-2008

2008-2009

2009-2010

Nirmal Hybrid Pearl Millet Growth over the

years

Nirmal : Business in African Countries