Malwa Institute of Science & Technology,

Indore

DEVI AHILYA VISHWAVIDYALAYA, INDORE

A
Synopsis
On
A STUDY OF FORMAR EXPECTATION TOWARDS
BRANDED FERTILIZER COMPANY WITH SPECIAL
REFRENCE TO RAMA PHOSPHATE

(A Research Synopsis submitted as partial fulfillment for

the award of the Degree of Masters of Business
Administration)

(2015-2017)

UNDER GUIDENCAE:
SUBMITTED BY:

Prof. NEHA CHOUHANN GANESH CHANDRA

JOSHI

1
 MBA
3 Sem.
rd

Roll
No.:52770040

Declaration by the Student

I, Ganesh Chandra Joshi hereby declare that the major research project work which
is being presented in the report entitled A study of former expectation towards
branded fertilizer with special references to Rama phosphate Pvt. Ltd. Is an
original work done by me and is submitted to the Devi Ahilya University, Indore
partial fulfillment of requirement for the award of Master of Business
Administration.

I further declare that no material of this report has been copied

from any source and this report has not been submitted to any other University or
institution for the award of any degree, diploma or certificate. The materials
obtained (and used) from other sources have been duly acknowledged in the
project.

Place: Indore Ganesh Chandra Joshi

Date:-

2
 Certificate

This is to certify that Mr. Ganesh Chandra Joshi, student of MBA (FT) IV sem. of
Malwa institute of Science and Technology, Indore (M.P), has undergone a major
research project on A study of former expectation towards branded fertilizer
with special references to Rama phosphate Pvt. Ltd.. towards partial
fulfillment for the award of degree of master of Business Administration ( full
time ) of Devi Ahilya Vishwavidhyalaya, Indore and has submitted this project
work.

The work has been carried out under my supervision and guidance and is up to my
satisfaction.

Prof. Neha Chouhan

MRP Guide

MIST Indore

3
 Acknowledgement

Report is an excellent tool for learning and exploration. No classroom routine can
substitute which is possible while working in real situations. Application of
theoretical knowledge to practical situations is the bonanzas of this report.

It is really a matter of pleasure for me to get an opportunity to thank all the persons
who contributed directly or indirectly for the successful completion of the project
report A study of former expectation towards branded fertilizer with special
references to Rama phosphate Pvt. Ltd. First of all I am extremely thankful to
our college Malwa Institute of Science and technology , Indore for providing us
with this opportunity and for all its co operation and contribution. I also express
my gratitude to our director who has been a constant source of
inspiration and my special thanks to Prof. Neha Chouhan ( project Guide ) for
his extensive guidance, cooperation and support .

I am also grateful to all our faculty members for their valuable guidance and
suggestions for my entire study.

4
 Ganesh Chandra Joshi

MBA IV sem.

MIST Indore

Preface

The practical study through, conducting the survey and doing project work has a
very significant value. The theoretical acknowledge gained in classroom is not
fruitful and complete unless and units it is implemented on the practical work
either done in the field or inside the organization. It always boosts up our
knowledge in pursuing the theoretical studies. It is the internal part of our
curriculum to conduct survey and project work, which not only accelerates the
managerial skills in us but also broadens our practical prospective.

In view of above the survey on A study of former expectation towards branded

fertilizer with special references to Rama phosphate Pvt. Ltd. Has been
conducted and the project report is before the readers. If any part of this report is
positively by the industry, I will feel that my effort was worthwhile.

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 EXECUTIVE SUMMARY

My project aims at A study of former expectation towards branded fertilizer with

special references to Rama phosphate Pvt. Ltd. In this study 100 respondents
from the Rama phosphate private limited company were taken, after analyzing the
result of the questionnaires we conclude that even now a days Rama phosphate
private limited company are providing innovative services day by day, but still
there are a lot of customers who are even not aware about these services, the
usage of these services is a different issue.

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 CONTENT

S.No TOPIC PAGE NO.

1. Introduction 3
2. Scope of the study 3
3. Review of literature 4
4. Objectives 5
5. Methodology 6
6. Outline of the chapter 7
7. Reference 8

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INTRODUCTION

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 INTRODUCTION

Rama Phosphate limited (RPL) , Incorporated on 3 rd September 1984 as a private limited

company was converted into a public limited company on 13 th January 1986, and promoted by
NRI investors Inc., republic of panama wholly owned by Ramsighani,the promoters or Rama
Group of companies . RPL is one of the leading fertilizer manufacturing companies in India. It
has three manufacturing plant located in Indore in Madhya Pradesh, Pune in Maharashtra and
Udaipur in Rajasthan. The companys registered and administrative office is located in Mumbai.

Rama has two business division, fertilizer and edible oil. The company manufactures phosphate
fertilizers such as single super phosphate (powder as well as granule), mixed fertilizer such as
NPK and chemicals such as sulphuric acid, oleum among other. The companys total installed
capacity is 1.81 lacs metric tons of single super phosphate and 1.83 lacs metric tons of sulphuric
acid. The companys oil division has seed crushing capacity of 1.65 lacs MT at an average of 600
TPD. RPL also has its own refinery plant for refining crude soya oil of 33000 MT at 100 TPD.
The products are marketed under the brand name of Girnar and suryaphool which are the
leading brands in Maharashtra , Madhya Pradesh , and Gujarat , among others.
The company operates in two business segments, namely, fertilizer & chemicals, and oil .the
Companys revenue from fertilizer & chemicals segment decreased to 81.7% in FY 2012 as
compared to 86.5% in FY2011. On the other hand, RPLs revenue from oil segment increased to
18.2% in FY 2012 from 13.5% in the previous year.
RPLs soya oil plant is strategically located in Madhya Pradesh, which is the major soya
cultivating state in the country. The fertilizer and chemical plant is well located in Rajasthan
from where the basic raw material rock phosphate is supplied to the entire country. The company
also has a railway siding facility at its Pune plant which helps in the movement of raw materials
and finished goods in bulk. RPL Intends to re launch its defunct Sufla brand edible oil in the
market.

India is one of the worlds largest and oldest agrarian economics. Agriculture
is the backbone of Indian economy. Agriculture contributes more than 26% of
the national income of our country. It earns about 14% of the Indias foreign
exchange. It provides employment opportunities more than 65% of the work
force directly and indirectly.

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The increasing number in population means higher demand for food. Threats
in agricultural production such as pests, loss of soil fertility and lack of
nutrients may result in low percentage of plants to harvest.
Fertilizer is an organic or inorganic material of natural or synthetic origin that
is added to a soil to supply one or more plant nutrients essential to the
growth of plants. Fertilizer is an organic or inorganic material of natural or
synthetic origin that is added to a soil to supply one or more plant nutrients
essential to the growth of plants.
Now expectation and the level of satisfaction of farmers is an essential one
for withstanding a brand. The factors influencing the farmers for purchasing
branded fertilizer like quality, price, availability and advertisement.
Today, consumer market is flooded with various brands of fertilizers. Each
branded fertilizers stands out distinctly when grouped with other
Branded fertilizer. This study will take a Rama phosphate as the test
company to analyze farmer expectation towards branded fertilizer company
and also analyze level of satisfaction with their offer product.

Rama phosphate is one of the leading fertilizer manufacturing companies in

India. It is public limited company with stocks listed on stock exchange.
Rama phosphates are in existence for the last 21 year and one of its units at
Pune is in existence for last 40 years and pioneer in India. RP Is listed public
limited company on the Bombay stock exchange, National stock exchange
and other stock exchanges in India.

The total installed capacity of the company is 4.63 lac MTs of single super
phosphate and 1.83 lac MT of sulphuric Acid.
RPL is one of the largest manufactures in India. The products of RPL are
marketed in various states in the country under brand name of Girnar
Suryaphool. Both the brands are leading brands in the state of
Maharashtra, M.P., Chhattisgarh, Rajasthan, Karnataka, Gujarat etc.

The company oil division is situated next to its fertilizer division within the
same premises and has capacity of seed crushing of 165000 MT at an
average of 600 TPD. The company plant is fully integrated plant with all
requisite facilities for storage of seeds in silos, crushers expender, DT,
Flakers, storage godown for de oiled cake and tanks for storing crude oil.
The main highlight of its oil plant is that it has been awarded ISO- 140001
from japan for environment protection in the factory premises.

Product range of the company include

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 Single super phosphate (powder as well as granule )

Mixed fertilizer namely NPK

Chemicals like sulphuric acid, oleum, etc.

Incorporated in 1984, Rama phosphates limited (RPL), a profit making

company belonging to the Ram Singhani group, Rama phosphate is engaged
in phosphate fertilizer.
The company manufacturing 66000 TPA of single super phosphate (SSP)
fertilizer and 33000 TPA of Sulphuric acid . During 1993 84, it doubled its
manufacturing capacity. Its capacity utilization has always been above 100%
touching a high of 142% during 1989 90.
Krishi Rasayan, it loss - making subsidiary, was merged with the Indore plant.
Consequently, krishi Rasayan has become Rama krishi Rasayan, a division of
Rama phosphates. The subsidiary company was manufacturing oleum 23
and oleum 65 as derivatives of sulphuric acid.
The company has also ventured into manufacturing new chemicals like
chlorosulphonic acid which is used as an intermediate in the pharmaceutical
industry. It has decided to set up a single super phosphate plant at Udaipur,
Rajasthan with a capacity of 400 TPA. It already has SSP plants at Pune and
Indore. The plant has started production.
The companys project for manufacturing single super phosphate (SSP) was
commissioned during 1996 97. The company has also expanded the
manufacturing facility for sulphuric acid at Indore as well as at Pune.
In the year 1997 98, Rama Krishi Rasayan was merged with the company.
During the year 1999, the company was able to increase capacity utilization
of the refinery to 83% as compared to 58% in the previous year .
The company was able to increase capacity utilization of refinery of 143.26%
as compared to 83% in the previous year.

Manufacturing facility

There are three branch of India

1. Indore division
2. Pune plant
3. Udaipur plant

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Indore division :-

a. Fertilizer Division :-
The company has state of the art manufacturing facility for production of single super
phosphate in both Granule and powder form and sulphuric acid which is used mainly for captive
consumption and also to cater requirement of local customer in its place of operations at Indore,
Pune and Udaipur.

The companys Indore plant has installed capacity of 250000 MT of SSP and, 102000 MT of
Sulphuric acid. The company has in house captive power generation facility which is
generated by exo thermic heat produced in the process of manufacturing Sulphuric acid.

The turbo generator power generation is one of the most efficient power producing system with
all imported equipment from KKK , japan and Germany. The entire power requirement of the
units is fully met with generated power and thus there is no need for the company to purchase
power from outside agencies. In addition, company has stand by diesel Generator system which
can cater to the entire requirement of the plant at its peak level.

The companys sulphuric acid plant is set up with DCDA technology and one of the pioneers of
sulphuric acid plant in M.P. with total capacity Grade acid .

b. Oil Division :-

The companys oil division is situated next to its fertilizer division within the same premises and
has capacity of seed crushing of 165000 MT at an average of 600 TPD. The companys plant is
fully integrated plant with all requisite facilities for storage of seeds in silos, crushers, expanders,
DT, Flakers, storage godown for de oiled cake and tanks for storing crude oil.

Parallel to crushing plant, company is also having its own refinery plant with alfa laval
technology for refining crude soya oil of 33000 MT at 100 TPD. The companys brand sufla

12
is one of the most popular brand in M.P. and other Northern parts of India and had won several
awards from SOPA.

The main highlight of our oil plant is that we have been awarded ISO 140001 from japan for
Environment protection in the factory premises .

Competition:-

SSP is one of the fertilizers which are in bulk demand in India and ther
There are certain few peer companies whose one of the products manufactured is SSP; they are
manufacturing other complex
Fertilizers along with manufacturing SSP. We face substantial competition for our
Domestic market. Our competition varies for our products and regions. Some of our major
competitors are:

Rama Phosphates Limited

Khaitan Chemicals & Fertilizers Limited

Shree Pushkar Chemicals & Fertilizers Limited

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SCOPE OF STUDY

14
SCOPE OF STUDY

15
LITRATURE OF REVIEW

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 LITRATURE OF REVIEW

Naga et al. (2013).conducted a study on effect of Foliar Application of

Micronutrients on Growth Parameters in Tomato ( Lycopersicon esculentum
Mill.).The treatments consisted of boron, zinc, molybdenum, copper, iron,
manganese and mixture. All the Micronutrients except manganese at 50 ppm
were applied at 100 ppm in three sprays at an interval of ten days starting from
30 days after transplanting. All the treatments resulted in improvement of plant
growth characteristics viz. plant height, number of primary branches, compound
leaves, tender and mature fruits per plant in both the varieties out of which
application of micronutrients mixture showed the maximum effect. In tomato cv.
Utkal Kumari, maximum growth rate (85.7 %) was observed with application of
zinc, followed by application of micronutrients mixture (78.2 %) and boron (77.5
%). Tomato cv. Utkal Raja, maximum increase in branches per plant was
observed with the application of manganese (148.7 %), followed by micronutrient
combination (144.1 %). In UtkalKumari, the fruit yield per plant ranged from 1.336
kg to1.867 and in Utkal.

Meenakumari and Shekhar (2012) An experiment was conducted to determine

the effect of vermicompost and other fertilizers on growth, yield and fruit quality of
tomato in the field condition. The field trails were conducted using different
fertilizers having equal concentration of nutrients to determine their impact on
different growth parameters of tomato plants. Six types of experimental plots
were prepared whereT1 was kept as control and five others were treated by
different category of fertilizers (T2-Chemical fertilizers, T3-Farm Yard Manure
(FYM), T4-Vermicompost, T5 and T6- FYM supplemented with chemical
fertilizers and vermicompost supplemented with chemical fertilizer
respectively).The plots (T6) showed 73% better yield of fruits, and dry weight of
leaves, dry weight of fruits, number of branches and number of fruits per plant
than control, followed by T5.

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 Suge et al.(2011) reported on the effect of organic and inorganic sources of
fertilizer on growth, yield and fruit quality of eggplant (Solanum Melongena L).
The experiment aimed at evaluating the effect of combination between two levels
of the recommended mineral fertilizers(50% and 100% of research
recommended rates) with three types of organic manures on growth, fruit yield
and quality of egg plant(Solanum melongena L) var.black beauty. The
experimental design was split plot design with three replications, where two
levels of mineral fertilizers treatments (50% and 100%) were randomized in main
plots while three types of organic manures(FYM, Compost and Tithonia) and
control. treatments were
randomized in the subplots. Results showed the Soil fertilized with 100%
recommended NPK combined with organic manures produced the superior
growth of plants and the highest amount of total fruit yields. The promising
combination was 100% of recommended NPK combined with farm yard manure
produced the best response.

Patro et al. (2005) obtained highest total productivity of rice-wheat with Sesbania
green manure along with 180 kg N ha-1 applied to rice and 150 kg N ha-1
applied to wheat in sequence. Similarly, Singh (2006) found that 25 or 50% of
recommended N through FYM, press mud and paddy straw and the rest of
recommended N through inorganic fertilizers gave significantly higher grain and
straw yields of both rice and wheat over 75% of recommended N through organic
sources and 25% recommended N through inorganic fertilizers.

Satheesh and Balasubramanian (2003) reported that application of FYM (10 t ha-
1) in combination with neem cake (3 t ha-1) has been found to be equally
effective for getting higher grain yield as compared to nitrogen application
through fertilizers. The significant increase in grain yield was supported by higher
number of effective tillers and 1000-grain weight. Yaduvanshi (2003) evaluated
the effect of the substitution of inorganic fertilizers with organic manures on yield
of paddy grains.

Halepyati (1991) reported that application of 50 per cent P2O5 of rice to

Sesbania rostrata and remaining 50 per cent to rice crop recorded 30 and 13 per
cent higher grain yield of rice when compared with application of all 100 per cent
P2O5 to rice and all 100 per cent P2O5 to Sesbania rostrata, respectively.
Budhar et al. (1991) recorded significantly higher grain yield of rice with the
application of green manures over control but observed no difference in
productive tillers per hill, panicles m-2, filled grains per panicle and 1000-grain
weight.

Verma (1991) concluded that application of 10 t FYM ha-1 to paddy could save
50 per cent of chemical fertilizer requirement under Palampur conditions. Studies
conducted at Palampur by Sharma (1992) indicated that application of 10 t FYM

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 ha-1 alongwith 50 to 150 per cent recommended NPK to rice or wheat
significantly increased the grain and straw yields.

Wang et al. (2006) in an experiment found that soil microbial biomass to carbon
added with organic fertilizers increased faster than added with inorganic fertilizer.
Also Yangchun et al. (2007) observed that the application of organic manures
with a reduced amount of commercial chemical fertilizer increased the content of
soil organic C, microbial biomass carbon compared to the treatment with
inorganic fertilizer alone. Masto (2006) reported that application of farmyard
manure plus NPK fertilizer significantly increased soil organic carbon and
microbial biomass compared to the treatment with NPK fertilizer alone.

Sharma (1992) reported that plant height, number of shoots and dry matter
accumulation of both rice and wheat increased consistently with increase in
fertilizer levels from 50 to 150 per cent of the recommended NPK in rice-wheat
cropping system at Palampur. Increase in fertilizer level from 50 to 100 per cent
of recommended NPK also resulted in significantly higher plant height and dry
matter accumulation in wheat (Kumar, 1996).

Tolanur and Badanur (2003) reported that available N, P and K contents

increased significantly with the application of various organic sources of nutrients
in combination with fertilizers over the fertilizers alone. Increase in organic
carbon, available N, P and K contents in soil by the application of FYM or green
manure has also been reported by various workers (Yaduvanshi, 2001; Bastia,
2002; Bisht et al., 2002; Bajpai et al., 2002; Singh and Singh, 2003; Dutta and
Bandopadhyaya, 2003).

Arjan van Rooij has opined that a long-term perspective on R&D at the Dutch
chemical company DSM illuminates two crucial and interrelated challenges in the
management of R&D. On the one hand, companies must keep their research
focused on the technologies and markets they use and avoid research its
sponsor cannot profit from. On the other hand, companies must enable R&D to
generate the options that can revitalize its current businesses and open up new
ones. These options may be risky and fall outside the framework of current
markets and technologies but at the same time promise high profits and ensure
survival in competitive, high-tech industries. To realize the full potential of R&D,
companies need to create an arena for research: a space where R&D can
generate options and where mutual commitment between R&D and the company
can be nurtured.

Banu Suer in his paper, analysed the production structure of the UK

manufacturing industries by estimating a translog cost function for the period
1955-88. His aim was to estimate technical change parametrically. In the cost
function estimation of productivity, it is statistically necessary to assume that all
systematic explanatory variables have been properly accounted for. Hence the

19
 econometric estimation involves explicit assumptions about the error structure.
There is no reason to expect this error structure to be similar to the one assumed
in the residual derivation of total productivity growth. Several conclusions arise
from his estimation:

OBJECTIVE OF STUDY

To analyses the farmers brand preference of fertilizer in Indore

district.

To find out the factors influencing the farmers to buy from Rama
Phosphate branded fertilizer company

To study the Growth of Fertilizer Industry in India .particularly in MP.

To know the sales turnover and profit performance of Rama Fertilizer

TO measure satisfaction level of farmers from Rama phosphate ltd. company

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 Research Methodology

What is research ?

Research is defined as human activity based on intellectual application in the investigation of

matter. The primary purpose for applied research is discovering, interpreting, and the
development of methods and systems for the advancement of human knowledge on a wide
variety of scientific matters of our world and the universe.

Methodology

It is the method followed while conducting the study on a particular project. Though this
methodology a systematic study is conducted on the basis of a report is produced.

It is a written game plan for conducting Research. Research methodology has many dimensions.
It includes not only the research methods but also considers the logic behind the methods used in
the context of the study and explains why only a particular method or technique has been used. It
also helps to understand the assumptions underlying various techniques and by which they can
decide that certain techniques will be applicable to certain problems and other will not. Therefore
in order to solve a research problem, it is necessary to design a research methodology for the
problem as the some may differ from problem to problem.

Types of research

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This study is Descriptive in nature. It helps in breaking vague problem into smaller
and precise problem and emphasizes on discovering of new ideas and insights.

Research design

Research design constitutes the blue print for the collection, measurement and
analysis of data. The present study seeks to identify the extent of preference of

Research Instrument

The instrument used for gathering data was questionnaire. To get further insight in
to the research problem, interview regarding their buying practices too was made.
This was done to crosscheck the authenticity of the data provided. To supplement
the primary data and to facilitate the process of drawing inference, secondary data
was collected from published sources like magazines, journals, newspapers etc.

Sampling Size and Design

In this research project descriptive research design is used. Judgment and

convenience sampling method will be used to get the information about Rama
phosphate private limited company.

Sampling Size

It indicates the number of people to be surveyed. Through large samples give more
reliable results than small samples but due to constraint of time and money, the
sample size was restricted to 150 respondents. The respondents belong to former.

Sampling Units

It defines the target population that will be sampled i.e. it answer who is to be
surveyed. In this study, the sampling unit is the people of Rama phosphate private
limited company Indore.

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Source of data

Following are the methods of sources of data.

Secondary data
Articles ,magazines published from time to time
Through internet

Primary data

Questionnaire was used to collect primary data from respondents. The

questionnaire was structured type and contained questions relating to
different dimensions of

CONCLUSION

The fertilizer industry presents one of the most energy intensive sectors within the
Indian economy and is therefore of particular interest in the context of both local and
global environmental discussions. Increases in productivity through the adoption of
more efficient and cleaner technologies in the manufacturing sector will be most
effective in merging economic, environmental, and social development objectives. A
historical examination of productivity growth in Indias industries embedded into a
broader analysis of structural composition and policy changes will help identify potential
future development strategies that lead towards a more sustainable development path.
The study conducted based on the ratio analysis, t-test and z-test which helped to
analyze the performance of companies in Indian Fertilizer Industry. Various kinds of
profitability ratios suggested the profitability positions of the companies over the years.
Liquidity ratios are the best measure of analyzing company liquidity position. According
to the z-test and t-test in the study it is clear that there is no significant difference
between the performances of companies across the fertilizers industry. It is also noted
that the there is insignificant difference between the industries over the period of time.
Financial performance suggests that all the companies in this sector have performed
equally well. Since fertilizer industry is one of the consistently growing industries in
India, its performance over the years is satisfactory.

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 Reference

http://www.en.wikipedia.org/wiki/International_Fertilizer_Industry_Association

http://www.ezinearticles.com

h ttp://www.tradechakra.com/indian-economy/industries/fertilizers.html
Kothari C.R, (2005)
https://www.studydhaba.com/wp-
https://www.studydhaba.com
https://books.google.co.in
http://www.india.com/
http://www.drishtiias.com
www.jagranjosh.com
http://www.economywatch.com/business-and-
economy/fertilizer-industry.html
http://www.business.mapsofindia.com/national-fertilizers/

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