ABSTRACT

This Report highlighted “Awareness of ADAMA India Private Limited Product

TAMAR amongst the farmers”. It helps to know the impact of promotional strategies
of ADAMA amongst the farmers and their effectiveness. The objective of the research
is, To study the awareness of the farmer’s about ADAMA, Methods of weed control and
details about chemical weed control, To find out marketing channels available and to
propose herbicide development strategy for ADAMA in the allotted regions of Sitapur ,
To study of different product promotion strategies of ADAMA, To find out competitors
and their market strategies in study area, To estimate market share of ADAMA in
Sitapur region.

This Study is based on Awareness of ADAMA India Private Limited Product TAMAR
amongst the farmers . Tamar belongs to the s-triazines chemical group which inhibits
Photosynthetic reaction in weeds. Active Ingrediant Of TAMAR is Ametryne 80%
WDG.Tamar is a new selective early post herbicide on Sugarcane which has broad
spectrum activity on grasses and broad leaved weeds. Sugarcane (Saccharum
officinarum L.) is the main sources of sugar in India and holds a prominent position as
a cash crop. India is the world’s largest consumer and the second largest producer of
sugar, topped only by Brazil. Nearly 2.8 lakh farmers have been cultivating sugarcane
in the vast area of 4.4 lakh acres and over 11 crore people are directly or indirectly
dependent on the sugar industry in the country.

Questionnaire based responses were used to collect the primary data from farmers and
dealers/distributors and the sampling method used was simple random sampling and
convenient sampling. The major findings of the research are primarily based on the
analysis performed on the first hand data obtained. It was found during the study that
in Sitapur territory broad leaf (dicot) are found more in percentage i.e. more than 60%.
The major herbicide were 2,4-D 58%,Atrazin 50% WP, and Metribuzin 70% WP are
used in these region of Sitapur . Syngenta, Sumitomo, DuPont, P.I.Agri, Devidayal,
Bayer and product were widely used. Dealers more than 55% are found as a Source of
information to the farmers about herbicide. Purchasing behavior is affected by dealers’
advice and credit policy. Demonstrations have been found as the major source of
awareness in these areas. The farmers in these areas are margin, credit and quality
conscious. Mode of purchase for farmers in these areas are mainly credit basis, more
than 70% farmers follows this. Dealers said that their selling mode is 50% cash and
50% credit, but credit policy is dominant in this region. Credit period according to
farmer is about 30-60 days the major promotional activity in these areas are
demonstration, publicity through company co-officials, dealer/distributors, and posters.
Most of the dealers/distributors get 8-10% profit margin on herbicides. The major
suggestions are ADAMA should make herbicides for sugarcane weeds because huge
market for herbicides in these areas, Identify potential dealers and distributors for
selling of their product, Promotional activities like demonstrations, farmers meetings,
company co-officials ,field visit at regular interval should be done, Appointing
additional staff , Make contact with sugar mills and co-operative society,
Schemes/prizes/gifts for farmers, Keep in touch with changing market.
OVERVIEW OF THE PROJECT

□ While Pesticide companies see business in their respective segments, policymakers

and researchers say that the country will have no option but to embrace Pesticides
to increase yield to feed the ever growing population. With declining arable land
and more mouths to feed, there is continuous pressure to increase yield and reduce
losses by usage of crop protection products.

□ The crop protection chemicals accounts for ~2% of the total chemicals market in
India.

□ Second largest manufacturer of pesticides in Asia, second only to Japan.

□ The Indian pesticides industry has been growing at 8-9% p.a. over the past five
years (FY07-FY11). • Industry size is estimated to be USD 3.8 billion (INR 21,000
CR) in FY12 with exports accounting for 50% of the market.

□ Over the 12th plan period, the segment is expected to grow at 12-13% p.a. to reach
USD 7 Bn (INR 39,000 Cr) by FY17 with domestic demand growing at 8-9% p.a.
and export demand at 15-16% p.a.

□ Three broad categories of companies are present in the industry - Multi-National,

Indian including the public sector companies and small sector units.

□ Pesticide Industry in India started in 1952 as private sector undertaking, Imperial

Chemical Industries (ICI) at Rishra near Calcutta, now Kolkata.
INTRODUCTION
Agriculture is the backbone of the Indian economy. Ensuring food security for more
than 1.2 bn Indian populations with diminishing cultivable land resource is a herculean
task. This necessitates use of high yielding variety of seeds, balance use of fertilizers,
judicious use of quality pesticides along with education to farmers and the use of
modern farming techniques. Per hectare consumption of pesticide is low in India at
600 grams when compared to the world average of 3000 grams. Herbicides, also
commonly known as weed killers, are pesticides used to kill unwanted plants.
Selective herbicides kill specific targets, while leaving the desired crop relatively
unharmed.

Herbicides demand in India is rising sharply & could double in next three years, as an
acute labor shortage makes them a cheaper option & rally in farm good prices prompts
farmers to grow crop with extra care.

“After the introduction of NREGS deploying labour to remove weeds and herbs in
farms has becomes costly” said Pradip Dave, President of Pesticides Manufactures &
Formulators Association in India.

This made farmers opt for herbicides sprays. Herbicides sales were about 7 billion
rupees some three years back & growth was moderate, but the demand is picking up
fast.

Sales of herbicides could touch 24 billion rupees/$530millions by March 2014,

industry officials and analysts said.

Herbicides sales are seen rising 25% or more every year, Pradip Dave said adding
“The trend would continue as labour shortage would be a long term problem”.

The herbicide or weedicide category in India has been growing at over 15 per cent and
the market size for such products is estimated at Rs 2,000 crore.

Herbicides sales help many companies increasing their profit. Companies increases
sales of product by Brand Promotion. Brand promotion is a common marketing
strategy intended to increase product awareness, customer loyalty, competitiveness,
sales and overall company value. Businesses use it not only to show what is different
or good about themselves and what's for sale, but also to keep that image alive for
consumers. It usually focuses on elements that can stand the test of time, although
businesses do adjust promotions based on what is happening in the market. The efforts
required to be effective with these techniques require that marketers be passionate
about what they're doing.

A primary objective with this strategy is to increase brand awareness, which is a

measure of whether people know about a company's products, services and
philosophies. The basic idea is that people can't buy what they don't know exists. For a
company to expand or compete, it has to put some effort into getting messages out to
the public.
The Concept of Rural Marketing means different things to different persons. This
confusion leads to distorted understanding of the problems of rural marketing poor
diagnosis and, more often than not, poor prescriptions. Rural marketing and urban
marketing are identical as regards basic marketing structure. However, rural markets
and rural marketing have special features and dilemmas as compared to urban markets.
The rural markets offer a great scope for a concentrated marketing effort because of
the recent increase in the rural incomes and the likelihood that such incomes will
increase faster because of better production and higher prices for agricultural
commodities. The Indian rural market with its vast size and demand base offers great
opportunities to marketers.

A survey by the National Council for Applied Economic Research (NCAER), India's
premier economic research entity, recently confirmed that rise in rural incomes is
keeping pace with urban incomes. From 55 to 58 per cent of the average urban income
in 1994-95, the average rural income has gone up to 63 to 64 per cent by 2001-02.

Importance of study
Agriculture occupies a dominant position in India’s economic structure. The
success of the Green Revolution enabled the country to achieve self–sufficiency in
food grains production. Over the last five decades the industry has expanded with
more than 500 players, making India the second largest manufacturer of basic crop
protection chemicals in Asia in volume terms. In terms of turnover the industry is
worth of $1.7bn and given the low rate of consumption there is huge potential for
growth waiting to be tapped. The demand for food grains vegetables and fruits is
expected to increase significantly in future. Record production of food grains has been
possible primarily on account of various inputs used in agriculture namely seeds,
fertilizers and pesticides.
Agrochemicals form the largest and the most diverse group of chemical
compounds. Popularly referred to as pesticides they are mainly used for plant
protection and improving crop yields. Every year nearly 30% of the potential of food
production valued Rs 150bn are lost due to insects, pests, plant pathogens, weeds,
rodents, and birds and in storage. Hence the use of pesticides has become extremely
necessary. Besides given the large growing population and scarcity of land available
for cultivation, pesticides industry has a vital role to play in the agricultural sector.
 India is most leading country in terms of agricultural production. In order to
encourage farmers to take an integrated approach to crop and pest management,
incorporating our range of products with good practice to increase yields and promote
sustainable agriculture. Adama India Pvt Ltd Care offers customized products and
services to help farmers meet these requirements and produce the quality crop that
consumers and the food industry demand. This involves training farmers to use our
products safely and effectively, and encouraging them to use sustainable agriculture
techniques as part of integrated approach to crop management.

Finally this study highlighted awareness ADAMA’s products amongst the

farmer. It helps to know the impact of promotional strategies of ADAMA amongst the
farmer and their effectiveness. It also helps to know the competitors promotion
activities and point out consumer behavior while purchasing agrochemicals.

Problem Statement
Weeds are plants which grow at the place where they are not wanted. They are
often prolific and persistent, interfere with agricultural operations, increase labour
costs and reduce the yield and quality of the produce. The weeds reduce the crop yield
and quality by competing for light, space, nutrient and water. They act as host and
thereby intensify the problems of disease, insects and other pests. There are so many
private companies coming up in production of weedicide. Among them there is a rat
race to have the maximum share in the market. As we know that for marketing of any
product there are 4 P’s i.e. Price, Promotion, Place, and Product. Every company
wants to have maximum share in the market so they are promoting their products.

ADAMA is a major player in Pesticide market but there are some geographical areas
where it is yet to improve. No matter how strong it must be as compared to the
competitors but this is also a fact that it is not at the top. So it becomes matter of
utmost concern that ADAMA should work for the strengthening of the company. The
project was undertaken with the following objectives:
Objective:

□ To understands the Socio-economic Profile of Farmers & pattern of Herbicide in the

region.
□ To study the awareness of the farmer’s about ADAMA Products.
□ Mapping of weed, Methods of weed control and details about chemical weed
control,
□ To find out marketing channels available and to propose herbicide development
strategy for ADAMA in the allotted regions of Sitapur ,
□ To study of different product promotion strategies of ADAMA,
□ To find out competitors and their market strategies in study area,
□ To estimate market share of ADAMA in Sitapur region.
Sugarcane Farming Methods / Sugarcane Cultivation Practices In India

Saccharum officinarum, sugarcane, is a large, strong-

growing species of grass in the genus Saccharum. It originated
in New Guinea, Muslims brought it to contemporary Spain
(Andalusia, between Málaga and Motril) the only place in
Europe where it grows. It arrived in the New World with the
Spanish and is now cultivated in tropical and subtropical
countries worldwide for the production of sugar and other
products.
Sugarcane belongs to the bamboo family of plants and is
indigenous to India. It is the main source of sugar, gur, and
khandsari. About two-thirds of the total sugarcane produced in
India is consumed for making gur and khandsari and only one-
third of it goes to sugar factories. It also provides the raw
material for manufacturing alcohol.
Bagasse, the crushed cane residue, can be more
beneficially used for manufacturing paper instead of using it as
fuel in the mills. It is also an efficient substitute for petroleum
products and a host of other chemical products.
A part of it is also used as fodder. Sugarcane accounts
for the largest value of production and holds an enviable
position among all the commercial crops in India. Obviously, it
is the first choice of the farmers, wherever geographical conditions favor its growth.
Cultivation of Sugarcane

(a). Preparation of Land:

Plough the land thrice length wise and breadth wise and level
properly. Prepare furrows 25cm deep and 75cm apart for short
duration and 90cm apart for medium duration varieties. In hills tracts
prepare pits in rows along the contour at spacing of 30cm in the row
and 75cm between the rows. For mid late varieties, an inter row spacing of 75cm is
recommended.

(b). Selection of sets:

Select top ends of mature healthy disease free canes up to 1/3 of total length and cut into
setts of three eye buds. The seed rate is 40000 to 45000 per hectare.

(c). Seed management:

For control of fungus diseases like red rot, dip cut ends of setts in 0.25% solution of
copper based fungicide.

(d). Planting:

Plant setts end to end in the furrow, with the eye buds facing sideways and cover with
soil. In the pit system, plant 2-3 setts in each pit.

(e). Ratoon crop:

Normally not more than two ratoon crops are recommended. Burn the trash after
spreading uniformly in the area immediately after harvest of the previous crop. Stubble shaving
should be done with a sharp spade wherever the canes are not cut close to the ground.

(f). Manuring of ratoon crop:

Ratoon crop requires a higher dose of nitrogen than the plant crop. An extra dose of 25%
nitrogen is recommended.

Manure the crop by 25th and 75th days after harvest of the previous crop. Entire quantity
of phosphorus, half of nitrogen and potash are applied as the first dose and the remaining as the
second dose. The first dose is in corporate into the soil by digging and the second dose applied
around the clump and earthling up is done. Weeding is also done at this time. Irrigation is given
as in plant crop.

(g). Water management:

 Irrigate the crop 8-10 times depending upon the availability of rains. In Chittor area more
number of irrigations will be necessary. In early growth periods,
irrigate the crop at more frequent intervals. However, avoid too much moisture and water
stagnation especially during germination and early growth phases.

(h). Nutrient management:

 Apply compost or cattle manure, 10t/ha or press mud 5t/ha or dolomite 500kg/ha or
calcium carbonate 750kg/ha. In addition, he following fertilizers as N:P 205: k 20kg/ha
are also recommended.

 Apply organic manures such as compost/cattle manure/press mud as basal dose

preferably in furrows and mix well with soil before planting.

 Apply lime/dolomite/calcium carbonate in the field before final preparation of the land.

 Apply N and K20 in two split doses, the first 45 days after planting and second 90 days
after planting along with earthing up do not apply N beyond 100 days after planting.

 Apply entire dose of phosphorus as belonging to a base.

(i). Weed management:

The crop should be weed twice on 45 and 90 days after planting before application of
fertilizers. First weeding is done by digging on the ridges and by hand in the furrows. Care
should be taken to see that the furrows are not filled up while digging so that tillering is not
affected. At the time of second digging, the crop is partially earthed up to arrest formation of late
shoots. With the commencement of the southwest monsoon, final earthling up should be done to
prevent lodging. At this time, de-trashing is to be done to prevent the possible germination of
auxiliary buds and to reduce pest infestation. Prevent lodging either by twisting of trash or by
propping.

Atrazin 2kg/ha can be applied as a pre-emergent weedicide 3 days after planting.

(j). Pest management:

 The important pests of sugarcane found in the state are early shoot borers, top shoot
borers mealy bugs, white grubs, termites and rats. Control use pest free sets for planting. Adhere
to clean cultivation. Use traps or poison baiting for controlling rats. Apply carbonyl 10% dust in
the furrows to control termites and white grubs.

(k). Disease management:

Red rot the most characteristic symptom of the disease is the drying up of the canes,
which when split open will show characteristic red coloration of the internal tissues with
horizontal white patches and the typical foul smell. The disease is mainly transmitted through
infected sets and flowing water and can be checked only by prophylactic means which are given
below.

1. Affected crop should be harvested as early as possible to prevent loss in yield and
deterioration in quality and also to arrest further spread of the disease. The crop residues
should be completely burnt after harvesting.

2. When infection is noticed in the field, the affected clumps should be uprooted and burnt
promptly.

3. Infected crop should never be ratooned.

4. Water should not be let into a healthy crop from diseased areas and as far as possible; the
field may be kept free of standing water by providing drainage channels.

5. In severely affected areas sugarcane should not be cultivated at least for one season during
which paddy and tapioca can be cultivated.
6. Seed sets should not be collected from diseased crops and from diseased areas.

7. Movement of seed materials from diseased to healthy areas should be strictly quarantined.
8. Cultivate red rot resistant varieties.

9. To control the fungal diseases, in general, dip the cut ends of sets in any of the copper based
fungicide solution before planting.
 Other transmissible diseases like grassy shoot, ratoon stunting etc. can be controlled by heat
treatment and by implementing three tier seed programme.

Sugarcane varieties:

In India, there are number of varieties available based on suitability of different States of
the country. For example in Maharashtra CoC671 and Co86032 and in the drier parts of Tamil
Nadu Co86032 are found to be the best varieties for high productivity and sugar recovery. List of
varieties released for commercial cultivation in different States is given below.

Sugarcane growing regions and sugarcane cultivation major states in India:

In India, sugarcane is the key raw material, planted once a year during January to March.
It is the major cost driver for the production of sugar. It being an agricultural crop is subject to
the unpredictable vagaries of nature, yielding either a bumper crop or a massive shortfall in its
cultivation from year to year.

Broadly there are two distinct agro-climatic regions of sugarcane cultivation in India,
viz., tropical and subtropical regions.
However, five agro-climatic zones have been identified mainly for the purpose of varietal
development. They are

1. North Western Zone

2. North Central Zone
 3. North Eastern Zone
4. Peninsular Zone
5. Coastal Zone.

The major sugarcane crop growing States are:

1. Uttar Pradesh
2. Bihar
3. Assam
4. Haryana
5. Gujarat
6. Maharashtra
7. Karnataka
8. Andhra Pradesh
9. Tamil Nadu
The sugar production of sugar is spread across the country. In above States, they are
classified into three groups according to its production capacity. They are, the high sugar
producing States are Maharashtra and Uttar Pradesh. The second category was the medium sugar
producing States. They are Gujarat, Andhra Pradesh, Tamil Nadu, Karnataka, and Haryana. The
remaining States are low sugar producing States. They were Bihar and Assam.
As far as marketing of sugarcane is concerned there are distinctively two ways. (1)
Sugarcane directly sold to sugar factories which are used for to production of sugar. (2)
Sugarcane juice is processed and Gur (Jaggery) is manufactured and sold to wholesale market.
Two marketing channels for sugarcane has been identified.
Channel: 1 Producer Sugar factory Wholesaler Retailer Consumer
Channel: 2 Producer Processor (Gur) Wholesaler Retailer Consumer
Growth in area, production & yield of sugarcane crop in India.
Growth in area, production and yield is examined to know the pattern of changes taking
place in sugarcane crop in India. For purpose of analysis Nine major sugarcane growing States
mentioned above are considered. The growth of area, production and yield of sugarcane for the
period 1970-71 to 2010-11 was examined by computing the Compound Annual Rate of Growth
(CARG) for different States and for the country as a whole. The opening of the economy with
different economic reforms in 1990-91is expected to have an impact on internationally traded
agriculture goods which include sugarcane. To capture the impact reforms on sugarcane
cultivation, the total period is subdivided into two sub periods. (i) 1970-71 to 1989-90 – pre
reform period (ii) 1990-91 to 2010-11 post reform period.
Table: 4.1
Growth rates of area under sugarcane cultivation-state wise total period (1970-71 to 2010-11)
(In ‘000 hectares)
States 1970-73 2008-11 T – value Instability
Tri annum Tri annum CARG indices
average average
Karnataka 102.66 309.33 0.97 11.12* 0.08
(4.14) (6.80)
Haryana 135 101.67 0.67 1.71*** 0.11
(5.44) (2.23)
Assam 33.33 25.33 0.20 8.07* 0.08
(1.34) (0.56)
Uttar Pradesh 1309 2087 1.27 19.07* 0.01
(52.78) (45.87)
Tamil Nadu 132 317.33 1.21 16.50* 0.03
(5.32) (6.97)
Gujarat 37.33 207 3.17 24.18* 0.03
(1.51) (4.55)
Bihar 146.03 113.67 -1.00 4.11* 13.42
(5.89) (2.50)
Andhra 124.33 201 1.12 11.37* 0.04
Pradesh (5.01) (4.42)
Maharashtra 181.66 871.33 2.67 21.93* 0.03
(7.33) (19.15)
India 2480 4550 1.87 23.15* 0.01

Source: Agricultural department of India, CMIE reports, Co operative

Sugar Figures in brackets are percentage to India

Table 4.1 presents details of Compound Annual Rate of Growth (CARG) of area under
sugarcane. In India the area under sugarcane crop has increased from 2480 thousand hectares to
4550 thousand hectares during the period under consideration, registering the CARG of 1.87
per cent and instability indices are estimated 0.01. Considering the 40 years period, the
estimated growth rate of 1.87 per cent is not impressive.
COMPANY PROFILE

The Combined Company, to be named ADAMA, is one of the world's leading crop protection
companies. We strive to Create Simplicity in Agriculture, offering farmers effective products and
services that simplify their lives and help them grow.
Our 6,600 people reach farmers in more than 100 countries across the globe, providing
them with solutions - herbicides, insecticides, fungicides, plant growth regulators and seed
treatments – that improve the quality and quantity of their crop yields by providing protection
from weeds, insects and disease. Thus, Adama plays a key role in the effort to increase global
food production to feed a growing world population.
The company's comprehensive and differentiated product portfolio, one of the world's
largest, with more than 270 active ingredients and more than 1,000 end-use products, provides
solutions for all needs, for all major crops, in every market.
With a heritage going back 70 years, Adama is one of the largest companies in the $60
billion global crop protection industry and the only integrated Global-China crop protection
company, with sales in 2017 of $3.5 billion.
The Company supplies efficient solutions to farmers across the full farming value-
chain, including crop protection, novel agricultural technologies, and complementary non-crop
businesses.
In 2013, the Company ranked seventh in the world in the overall agrochemicals
industry. The Company is characterized by its farmer-centric approach to product development,
and strict standards of environmental protection and quality control.

□ A heritage of nearly 70 years.

□ Agan Chemical Manufacturers founded in 1945.
□ Makhteshim Chemical Works founded in 1952.
□ Headquartered in Airport City, Israel, just outside of Tel Aviv. Regional headquarters in
Europe, North America and Asia.
□ Privately held – 60% by ChemChina, 40% by Koor Industries.
□ 2013 Global revenue – US$3.07 billion.
□ Americas – 41.4%
 □ Europe – 37.1%
□ APAC – 18.0%
□ Israel – 3.5%

Over 4500 employees with offices in over 45 markets around the world, serving farmers
in more than 120 countries on six continents.

Seven global product development centres and 19 production sites (synthesis and
formulation) Product categories include: Fungicides, Herbicides, Insecticides, Growth
Regulators, Seed Dressing, Non-crop Products

MEANING OF ADAMA

The name ADAMA is Hebrew for 'earth', the essential element of farming. Our strong
connection to the land represents our commitment to agriculture as well as our down to earth,
practical approach and culture.
'MA' ties us to the enduring legacy of Makhteshim Agan, the original name of the company.
The blending of 'ADAM' and 'AMA' represents humanity, male and female; in many languages
'Ama' means mother, a link to mother earth. And 'AD' represents 'Advancing the future of
agriculture.'
□ The three A’s in our name remind us of our past, our present and our future, and the mark of
quality. The A’s harmonize to form our logo, an upward-pointing arrow, a simple, universal
image of growth.
□ Three layers in the logo bring our brand visually to life: the core epitomizes the farmer; the
middle layer signifies farming and growth; and the outer envelope expresses how at Adama
our aim is to bring these pieces together.
□ The logo, like the Adama brand, was inspired by the land…as well as the hand of the farmer.
The numerous meanings evoked by the Adama brand let us connect individually with each of
our customers, partners and peers.

HISTORY OF ADAMA

Adama celebrates its more than 70-year heritage, having started from two Israeli crop protection
companies, Makhteshim and Agan, that were established in 1952 and 1945 respectively, and then
merged in 1997 to form Makhteshim Agan. In 2011, we became part of the ChemChina Group
(the China National Chemical Corporation), which started a new and exciting chapter in our
story. In 2014, we introduced our new global brand and became known as Adama. In 2017, with
our landmark combination with Sanonda, we returned to the public markets and became the only
integrated Global-China crop protection company.
Since the founding of the company, our success in the Israeli market has evolved into a
vision to provide high quality, effective crop protection products to farmers worldwide. We
expanded our global footprint in the 1970s and 80s, establishing a presence in key agricultural
markets such as France and the UK. In the 1990s, we established our European headquarters, and
significantly expanded in Latin America. In the 2000s, Adama was joined by 25 additional
companies in the Americas, Asia and Europe through partnerships, acquisitions and organic
expansion.
From our roots as pioneers, Adama is now a leading global company with sales in
approximately 100 countries. Through our people, products and knowledge, we offer growers
new and better solutions to protect their crops from weeds, insects and disease.
With our constant focus on growth and our passion for farming, Adama today is poised to
help meet the vital needs of global agriculture, to do its part to feed the vast and growing world
population, and simplify the lives of farmers.

ADAMA MOTTO – SIMPLY.GROW.TOGEATHER

At Adama we strive for a world where everybody has food security. Our motto, “Simply. Grow.
Together.” is three short words with the power to make a lasting difference to farming
everywhere

Simply. Create simplicity in agriculture

Farming is complex and full of challenges. We work together with farmers, agronomists,
distributors and the wider farming communities to find ways to simplify and improve their lives.
We constantly question convention to move farming forward through simple, practical and
innovative solutions in crop protection and beyond.

Grow. Help farmers grow

Growth is the ultimate benefit of simplicity for farmers, in every sense of the word: yield growth,
business growth, status growth, farming growth. We support farmers to get things done in their
businesses and beyond – from sowing to sales, from their labor in the field to their families, their
partnerships and elevating their status in society.

Together. Connect people

“Together” is the specific way we develop and deliver simplicity – with employees, partners,
farmers and their families, and our peers in the wider farming world – a call to work together
across markets and functions for the benefit of agriculture. Our aim is to build close relationships
with farmers by being honest, open and agile.

COMPONY PROFILE OF ADAMA INDIA PVT. LTD .

ADAMA Agricultural Solutions Ltd.

Type Subsidiary

Industry Agribusiness

Founded 1945; 73 years ago

Headquarters Tel Aviv Israel

Key people Chen Lichtenstein (CEO)

Yang Xingqiang (Chairman)

Products Fungicides, herbicides, insecticides, nematicides, seed

treatment, crop protection

Revenue US$3.076 billion (2013)

Operating US$309.0 million (2013)

income

Net income US$127.5 million (2013)

Owner ChemChina (100%)

Number of 4,500 (2013)

employees

Parent ChemChina

Website adama.com

COMPANY’S MISSION .
Company’s mission is to provide quality of chemical material suitable for the Indian
subcontinent, to booster the green revolution to the other parts of India. BASF Company aimed
at providing high quality herbicides to the farmer community at reasonable prices. BASF
company aim has also been to convince the farmers about the beneficial use of good quality
herbicide to local brands and thus enhance Production Company with global influence.

COMPANY’S VISION .
For many years, we have helped farmers turn the desert green in a sustainable way and
enabled a whole nation to flourish. With each decade, we have extended our capabilities
and grown into a global company, attracting valuable people, organizations and partners
that contribute their individual culture and experience every day. Through our people,
products and knowledge, we offer new and better solutions to simplify the lives of all
farmers across the planet. Our promising partnership with ChemChina has started another
chapter in our story. The mutual benefits of our merger will be felt beyond China, as we
move to strengthen our global leadership. Together, as one organization, we empower our
people to support farmers and the world’s farming community. Matching the needs and
experiences of farmers, to improve yields and simplify farming practices, using less land
and requiring less input. With our lifelong focus on innovation and passion for
simplifying the life of the farmer, today Adama is set to help meet the vital needs of
global agriculture, to do our part to feed a vast and growing population.
THE PESTICIDE INDUSTRY

BACKGROUND

India produces 90,000 metric tons of agrochemicals in a year. India’s agrochemical

industry is second largest in Asia after Japan and the twelfth largest in the world. India loses
nearly 30 % of its crop to pest attack. The agrochemicals industry plays a crucial role in
protecting crops from damage by weeds, pest, insect and fungus, both before and after harvest.
Agrochemicals, also referred as pesticide, are chemical compounds used for crop protection.
India is the second largest manufacturer of basic agrochemicals in Asia with 145 pesticide
registered in the country. Even though India has a large capacity in volume terms it accounts for
less than 2.5 % of the world market in the value terms. Consumption is also low in India as
compared to developed countries.

Graph 1-Graphical representation of pesticide consumption

Type of pesticides .

Pesticides are grouped or classified according to the pests they control the word
ending or suffix -cide means to kill, the following types of pesticides are used to kill
specific kinds of pests:
Table1.1 Type of pesticides

Sr.No Type of pesticide Purpose

1 Algaecides Control algae in lakes, canals, swimming pools, water

tanks and other sites.

2 Asti fowling agents Kill or repel organisms that attach to underwater

surfaces, such as boat bottoms.

3 Antimicrobials Kill microorganisms (such as bacteria and viruses)

4 Attractants Attract pest (for example, to lure an insect or rodent to a trap)

5 Biocides Kill microorganisms

6 Disinfectant and Kill or inactivate diseases-producing microorganisms

sanitizer on objects

7 Fungicides Kills fungi (including blight, mildews, molds, and

rusts).

8 Fumigants Produce gas or vapour intended to destroy pests in

building or soil.

9 Herbicide Kill weeds and other plants that grow where they are
not wanted

10 Insecticide Kill insect and other arthropods

11 Miticides /Acracide Kill mites that food on plants and animals

12 Microbial pesticides Microorganisms that kill, inhibit, or out complete

pests, including insects or other microorganism.

13 Molluscides Kill Snail and sluges

14 Nematicides Kill nematodes (microscopic, worm like organism that

feed on plant roots).

15 Ovicides Kill eggs of insect and mites

16 pheromenes Biochemicals used to disrust the mating behavior of

insect
 17 Repellent Repel pests, including insect (such as mosquitoes) and
birds

18 Rodenticides Control rodents

Importance Of Agrochemicals
.
Agrochemicals form the largest and the most diverse group of chemical compounds popularly
referred to as pesticide they are mainly used for plant protection and Improving crop yields.
Every year nearly 30per cent of the potential of food production valued Rs 150bn are lost due
to insects, pest, plant pathogens, weeds, rodents, and birds and in storage. Hence the use of
pesticide has become extremely necessary. Beside given the large growing population and
scarcity of land available for cultivation, pesticide industry has a vital role to play in the
agriculture sector.

Broad Categories of pesticides

The industry broadly classified into different segments like insecticide, fungicides and
herbicide and the main product and their use is given below as follows

Table 1.2 Category of Pesticide, its major products and purposes

Nature Major product Purpose
Insecticide Monocrotophos,phosphamidon, To kill The Insect
Parathion,Endosulphan,Quinalphos
Copper Oxychloride, Nickel
Fungicide Chloride, To Eliminate Fungus
mancozeb
Herbicide / Weedicide Anilphos,pendamethalin, paraquat, To Remove Unwanted
naropamide Plants / weeds

Zinc phosphide, Aluminum

Nemanticides phosphide To kill Pest In Plant
Rodenticide roots and to eliminate
Fumigants rodents
Global and domestic pesticides consumption pattern

Table 1.3 pesticide consumption patterns.

Nature Global share (%) Domestic Share (%)

Insecticides 29 76
Fungicides 17 13
Herbicides 48 10
Others 6 1

In above table it clearly shows that consumption of insectide is more than other pesticides in
World and in India also. In Worlds total consumptions is of insecticide is 29 per cent where
India it has 76 per cent it indicate that India use more insecticide as compare to world in terms
of percentages, and use less herbicide as compare to world in term of percentage, after
insecticide in India fungicide is used more i.e. about 13 per cent of total consumptions of
pesticide
Adama Marketing Mix

1-PRODUCT

A-TAMAR .
(Active Ingrediant Of TAMAR is Ametryne 80% WDG)

Tamar is a new selective early post herbicide on Sugarcane which has broad spectrum activity on
grasses and broad leaved weeds.Tamar belongs to the s-triazines chemical group which inhibits
Photosynthetic reaction in weeds.Tamar has both foliar and soil activity. By this it kills the
existing weeds & the new emergence from weed seeds. It is compatible with 2, 4-D. Tamar shall
be applied when Sugarcane weeds are at 2-4 leaf stage.

Trade Name: TAMAR

Common Name : Ametryne

Formulation: 89% WDG

FEATURES: .

 Tamar is a new selective early post herbicide on

Sugarcane which has broad spectrum activity on
grasses and broad leaved weeds.

 Tamar belongs to the s-triazines chemical

group which inhibits Photosynthetic reaction in
weeds.

 Tamar has both foliar and soil activity. By this it

kills the existing weeds & the new emergence
from weed seeds. It is compatible with 2, 4-D.

 Tamar shall be applied when Sugarcane weeds

are at 2-4 leaf stage. It provides longer duration
of weed control.

 It protects sugarcane from early slow growth of sugarcane tillers from weed competition.
Recommendations for uses

Apply as Post-emergence spray between 20-21 days after transplanting using a knapsack
sprayer with Cut nozzle.

CROP WEED DOSES

Kg/Hac Kg/Acre
Sugarcane Digitaria Singuinalis 2.5 1

Dactyloctanium aegiptium

Cynodon Dactylon

Trienthema monogyna

Ageratum conizoides
Table 1.5 For Tamar Dose Recommendations

Packaging

Tamar is available in the pack sizes of 50g, 100g, 250g, 500g, 1kg.

Precaution
 Keep away from foodstuffs empty foodstuff
containers and animal feed.
 Avoid contact with mouth, eyes and skin.
 Wash thoroughly the contaminated clothes
and parts of the body after using.
 Do not smoke, drink, eat&chew anything
while using.
 Wear full protective clothing while using.

Disposal of empty containers:

  Packages or surplus materials and washings from the machines and containers should
be disposed off in a safe manner as to pervent environmental and water pollution.

 The used packages shall not be left outside to prevent their reuse

.
 Packages shall be broken and buried away from habitation.

Antidote
No specific antidote is know. Apply symptomatic therapy.

B- 2-4 D Main Product

(Active Ingredient 2,4-D amine salt 58% SL)

Leveraging on the skills of our talented team of designers, Adama are Manufacture &
Supply of 2,4 D Main Herbicide in Hyderabad, Telangana, India. 2,4-D Main belongs to
phenoxycarboxylic group. 2,4-D Main is selective systemic post emergence herbicide.
The product is used for the control of annual and perennial broad leaved weeds in a wide
range of crop. 2,4-D Main is available in the pack sizes of 250ml, 400ml 1 ltr and 5ltrs.

Features-

 Active Ingredient of 2-4D Main is

2,4-D amine salt 58% SL
 2,4-D Main belongs to
phenoxycarboxylic group.
 2,4-D Main is selective systemic
post emergence herbicide. The
product is used for the control of
annual and perennial broad leaved
weeds in a wide range of crop.
 2,4-D Main is available in the pack
sizes of 250ml, 400ml .
APPLICATION METHOD
It is found in liquid form. After1st irrigation mix up with TAMAR spread in the field with
broadcast spray method.

RECOMMENDED DOSE
For Sugarcane recommended dose is 500ml/acre

PACKING

2,4-D Main is available in the pack sizes of 250ml, 400ml .

Precaution
 Keep away from foodstuffs empty foodstuff containers and animal feed.
 Avoid contact with mouth, eyes and skin.
 Wash thoroughly the contaminated clothes and parts of the body after using.
 Do not smoke, drink, eat& chew anything while using.
 Wear full protective clothing while using.

Disposal of empty containers

 The used packages shall not be left outside to prevent their reuse.
 Packages shall be broken and buried away from habitation.

Antidote
No specific antidote is know. Apply symptomatic therapy.

2-PRICE OF PRODUCT

The products offered by ADAMA’s are quality oriented and also has Moderate not so

high price. Their product range consists of the best that is there to be offered in the market due to

their immense R&D activities and emphasis on technology. The farmers too believe in the

quality of their products and price comes secondary to such quality products
3-PLACE (PHYSICAL DISTRIBUTION)

ADAMA makes very little use of middlemen as they strongly believe in “personal
selling”. Their general channel of distribution is
Company Sales person

Dealer/Retailer

Farmer

ADAMA have strict policies when it comes to offering credit to middlemen. Since the
company salespersons are in very close contact with the farmers they can offer timely supply of
their products.

4-PROMOTION STRETIGIES
ADAMA is a reputed MNC company it is currently engaging itself in a lot of marketing
activities. As earlier mentioned ADAMA very strongly believes in promotion of products, that
is, creating demand at the grassroots level.
Their target audiences are the farmers and also opinion leaders like village chiefs or
teachers (as they are educated).
They use media like “direct mailers” to inform the farmers about their products and
schemes, which, helps in creating a good rapport with the farmers and they distinguish
ADAMA from rest of the companies.
Press or print media is used very judiciously since many of the farmers are not
educated. For print advertising popular regional newspapers or trade journals are used. Radio is
a very essential media since it has a wide reach. Audio advertising is also done through
vehicles, which announce the product and its features by way of catchy phrases. Other media
used are wall paintings, hoardings and point of purchase media like posters.
Another effective way of marketing is “word-of-mouth publicity”. The company targets
influencers like village sarpanch or a very prosperous farmer who enjoys very good reputation
among the farmers. These people inform other farmers about the company and its products.
RESEARCH OBJECTIVES

□ To understands the Socio-economic Profile of Farmers & pattern of Herbicide in the

region.


□ To study the effectiveness of the promotional activities.


□ To evaluate the brand awareness about TAMAR.


□ To study the awareness of the farmer’s about ADAMA Products
.
□ To find out marketing channels available and to propose herbicide development
strategy for ADAMA in the allotted regions of Sitapur.

□ To find out competitors , their product price and their market strategies in study area.

□ To estimate market share of ADAMA in Sitapur region.

RESEARCH METHODOLOGY

Research Design .
Sampling design:

Multistage stratified random sampling procedure was adopted for the present investigation to
select the ultimate unit of the sample.

1. First stage- Selection of District

2. Second stage- Selection of Block
3. Third stage- Selection of Village
4. Fourth- Selection of Respondent

Selection of district:

There are 7 District in U.P. Lucknow division and district Hardoi ,Lakhimpur Kheri ,Lucknow,
Raebareli Sitapur, Unnao. Out of these Sitapur District of Uttar Pradesh was selected purposively
for the present study and summer internship training on the basis of maximum area under
Sugarcane cultivation. Sitapur district comprises Misrikh, Sitapur, Laharpur, Biswan,
Mahmudabad, Sidhauli. Out of these tehsil Mahmudabad was selected for summer internship
training.

Figure- Map Of Sitapur District

Geography

Sitapur is located at 27.57°N 80.68°E. It test has an average elevation of 138 meters (452 feet). It
is located in the Gangetic Plain, with elevations ranging from 150 m above sea level in the north-
west to 100 m in the south-east. It is intersected by numerous streams and ravines and contains
many shallow ponds and natural reservoirs, which overflow during the rainy seasons, but
become dry, in some places, in the hot season. Except in the eastern portion, which lies in the
doabs between the Kewani and the Chauka, and the Ghaghara and the Chauka rivers, the soil is
semi arid. Even this moist tract is interspersed with patches of land covered with saline
efflorescence called reh.

Demographics
As of 2011 India census, Sitapur district has population of 4,483,992 of which male and
female are 2,375,264 and 2,108,728 respectively. District Sitapur ranks 8th in terms of
population in Uttar Pradesh. The density of Sitapur district for 2011 is 781 people per km 2. In
2001, it was about 630 people per km2. Sitapur town/city has a population of 1,77,351. Males
constitute 52.67% of the population and females 47.41%. Sitapur has an average literacy rate of
61%, lower than the national average of 74.04%. Female literacy is about 50%. In Sitapur,
16.6% of the population was under 6 years of age. Sitapur has a sex ratio of 888 females per
1000 males.There are 801,764 households in the district accounting for 2.4 percent of the total
households in the state. The average size of households in the district is 5.6 persons.

Urbanization
Out of the total Sitapur population, the percentage share of urban population in the
district is 11.8% as against 22.3 percent of the population in urban areas of the state. The district
has 12 towns out of them 11 are statutory and one town is a census town.

According to housing census, 2011, total 723 families live on footpath or without any
roof cover in the district. The total Population of all who lived without roof at the time of Census
2011 is 3,460. This is approximately 0.08% of the total population of Sitapur district.In 2006
the Ministry of Panchayati Raj named Sitapur one of the country's 250 most backward
districts (out of a total of 640).[2] It is one of the 34 districts in Uttar Pradesh currently receiving
funds from the Backward Regions Grant Fund Programme (BRGF).
Religion

Hindus constitute about 79% of total population of the district and Muslims are about 20% of the
total population. In Sitapur, Hindus and Muslims work together in the carpet industry. The
district has a concentration of fakirs.

Languages

Languages spoken here include Awadhi, a vernacular in the Hindi continuum spoken by over 98
million people, mainly in the Awadhregion. Sanskrit, Urdu, Punjabi and English are also
understood among a minuscule minority. Apart from Hindi, English is now part of curricula in
most government and private schools.

Industry

As far as industries are concerned, most of them are based on raw agricultural products.
Plywood, sugar, paper, rice, flour mills are scattered all over the district. There are several sugar
mills, mostly owned by private firms. The only cooperative sugar mill in the town of Maholi
closed down a few years ago due to loss.

Sugar Mills

There are several sugar mills in the district.

1. Hargaon Sugar Mill

Located in the heart of Hargaon town, it is also known as the Oudh Sugar Mills Limited
(OSML). It belongs to the renowned K.K. Birla Group of Sugar Companies. It has a crushing
capacity of about 10,000 tonnes of sugarcane per day. It also produces 100 kiloliter per day
industrial alcohol/ethanol in its distillery and 15 MW electricity using its co-gen power plant.
2. Ramgarh Sugar Mill

Also known as Dalmia Chini Mill, it was the first sugar plant of Dalmia Group established in the
year 1994 in the village Ramgarh which is approximately 40 kilometers from the district
headquarter in Sitapur town. This plant has a cane crushing capacity of 7500 tonnes of sugarcane
per day and an installed generation capacity of 25 MW. The mill started its first cane crushing on
28 December 1994 to manufacture plantation white sugar, using the double sulphitation process.
It also has co-generation facility. The export of electricity started in October 2007. Co-generation
takes place only during crushing season simultaneously with production of white sugar.

3. Jawaharpur Sugar Mill

Apart from the unit at Ramgarh village, Dalmia Group in 2007 set up another unit in a village
near Ramkot town which is only 14 kilometers away from Sitapur on the Sitapur-HardoiRoad.
The Jawaharpur sugar factory unit has a cane crushing capacity of 100000 tonnes of sugarcane
per day and co-gen capacity of 27 MW. It also has a distillery capacity of 80 kiloliter per day.

4. Biswan Sugar Factory

The Seksaria Sugar Factory, a private limited company composed of members of the
Seksaria family, located in Biswan town. It was established in 1939.

5. Mahmudabad Sugar Mill

The Kisan Sahkari Chini Mills Limited, Mahmudabad was established under U.P.
Cooperative Societies Act, 1965 and its first crushing season was 1982-83. The factory is
situated at Mahmoodabad Tehsil of Sitapur District and its present crushing capacity is 2750
tonnes of sugarcane per day.

6. Kamlapur Sugar Mill

The Kamlapur mill in has a capacity of crushing 4,000 tonne of sugar cane a day and also
a 6 MW power generating plant.
Fig 3.1 Map of Uttar Pradesh
Figure – Sitapur District At a Glance

Source-http://districts.nic.in/districtsdetails.php?sid=UP&disid=UP066
Cropping pattern:

All kharif, rabi and zaid crops are grown is Mahmudabad Block. The main crops are Sugarcane,
wheat, paddy, Rapeseed, Lentil , mustard, Maize, etc.

Major
field
crops Area(‘000 ha)
Cultivate Kharif Rabi Summer Total Crop
Productio Productivit Productio Productivit Productio Productivit Productio Productivit residu
n y n y n y n y e
as
fodde
(‘000 t) (Kg/ha) (‘000 t) (Kg/ha) (‘000 t) (Kg/ha) (‘000 t) (Kg/ha) r
(‘000
tons)
Rice 292.8 1912 - - - - 292.8 1912 NA
Wheat - - 637.6 2913 - - 637.6 2913 NA
Maize 11.3 708 - - - - 11.3 708 NA
Lentil - - 18.7 770 - - 18.7 770 NA
Rapeseed
Mustard - - 15.5 837 - - 15.5 837 NA
Sugarcan
e 6361.3 51536 - - - - 6361.3 51536 NA

Selection of Block:

The district is divided into six tehsils namely Sitapur, Biswan, Mishrikh, Laharpur, Mahmudabad
and Sidhauli and 19 blocks namely Pisawan, Maholi, Misrikh, Machhrehta, Gondlamau, Ailiya,
Hargaon, Parsendi, Khairabad, Laharpur, Behta, Reusa, Sakran, Biswan, Pahala Mahmudabad,
Rampur Mathura, Kasmanda and Sidhauli. Mahmudabadi block was selected purposively for the
study. Because it occupies prestigious place in sugarcane cultivation. Mahmudabad is a Block in
Sitapur District of Uttar Pradesh State, India. Mahmudabad Block Head Quarters is
Mahmudabad town . It belongs to Lucknow Division . It is located 61 KM towards East from
District head quarters Sitapur. 64 KM from State capital Lucknow towards South . Mahmudabad
Block is bounded by by Rampur Mathura Block towards East , Pahala Block towards west ,
Fatehpur Block towards South , Nindaura Block towards South . Laharpur City , Sitapur City ,
Bahraich City , Lucknow City are the nearby Cities to Mahmudabad. It is in the 131 m
elevation(altitude) . This Place is in the border of the Sitapur District and Barabanki District.
Barabanki District Fatehpur is South towards this place . The farmers of this block have been
growing sugarcane for several years.
Demographics of Mahmudabad Block
Awadhi is the Local Language here. Also People Speaks Hindi, Urdu .

Weather and Climate of Mahmudabad Block

It is Hot in summer. Mahmudabad summer highest day temperature is in between 26 °C
to 46 °C . Average temperatures of January is 15 °C , February is 18 °C , March is 25 °C , April
is 31 °C , May is 36 °C.
Source-http://www.onefivenine.com/india/villag/Sitapur/Mahmudabad

Selection of village:

There are 341 villages in Mahmudabad block. A list of all villages along with area under
sugarcane was obtained from the block office Mahmudabad. Then all the villages were arranged
in descending order on the basis of cultivated area of sugarcane and five villages were selected
randomly.
Table -Selected villages in Shahabad block

Sr No Villages Administrative Division Population

1 Abdullapur Mahmudabad 534

2 Afsaria Husainpur Mahmudabad 936

3 Afsarya Husainpur Mahmudabad 1,446

4 Agaiya Mahmudabad 783

5 Ahibanpur Mahmudabad 1,826

6 Aibapur Mahmudabad 274

7 Akbapur Mahmudabad 1,442

8 Akhari Mahmudabad 1,284

9 Alampur Mahmudabad 1,218

10 Ambapur Mahmudabad 402

11 Angaraura Mahmudabad 2,368

Sr No Villages Administrative Division Population

12 Angethua Mahmudabad 3,365

13 Asharafpur Raja Saheb Mahmudabad 2,613

14 Ashrafpur Mahmudabad 232

15 Ataura Mahmudabad 6,664

16 Babupur Mahmudabad 4,726

17 Badhaiya Dih Mahmudabad 422

18 Bagasti Mahmudabad 1,870

19 Baghain Mahmudabad 2,184

20 Baghhilapur Mahmudabad 756

21 Bahadurpur Mahmudabad 594

22 Baholal Nagar Mahmudabad 2,279

23 Bajehra Mahmudabad 4,908

24 Bajwapur Mahmudabad 447

25 Bakar Nagar Mahmudabad 1,744

26 Bakhari Mahmudabad 289

27 Bakhari Kala Mahmudabad 916

28 Bakhari Khurd Mahmudabad 330

29 Bakhuan Mahmudabad 2,689

30 Balsinghpur Mahmudabad 1,548

31 Bambhaura Mahmudabad 671

Selection of cultivators:
From the selected village list of all the Sugarcane cultivators obtained from the village
development office in each selected village. For the selection of cultivators from families were
listed and about 10% farmers were randomly selected from each village and then farmers were
classified in to three groups.
The selected farmers were classified into three sizes of groups.
1. Size group – I (small farmers) below 1 hectare
2. Size group – II (medium farmers) 1 to 2 hectare
3. Size group – III (large farmers) above 2 hectare

Table : Distribution of selected Sugarcane growers in Shahabad block

S. No. Size Group Total No. of Growers No. of selected growers
1. Small farmers 170 17
2. Medium farmers 190 19
3. Large farmers 240 24
4. Total 600 60

Thus sample of 60 Sugarcane growers were selected for the present study.

Data Collection

The study was entirely based on primary data collected from the selected farmer and
different market functionaries. Well-constructed and pre-tested questionnaire and
scheduled (appendix) were used to collect the data on marketing. For collecting the data,
personal interviews were arranged and reconnaissance study were also conducted to
collect the data regarding market cost, price received and price paid, etc. from growers,
different market functionaries and Mahmudabad growers. Further the required
secondary data to supplement the primary data and to support the study were collected
from different sources like- Block office and District office, etc

Sources Of Data-

1.Primary sources- such as farmers (conducting survey, closed and open ended
questionnaire), dealers(taking focused interview and survey as well), distributors and
company staff.
2.Secondary sources- the secondary sources of data were internet, the sugar mills and
factories and sugarcane research station, Block office and District office etc.

Tools Of Analysis:

Method of enquiry: Taking into consideration and convenience and economy survey method
was used. From the collection of data selected farmers were personally interviewed and
necessary information was collected.

Tabular method was adopted for the analysis of data.

Period of enquiry: The study is related to agricultural Month 21/0/2018 to 28/05/2018

Limitation:

1. Collection of data was very difficult because people have a tendency of giving under
estimated figures for income and high figures for cost.
2. Even if the respondent was co-operative he was not be able to given correct figure
because of lack of records.
3. Farmers do not maintain records and accounts due to which greater reliance was placed
on their memory and verbal reports.
4. Generally the farmers hesitate in giving the correct information regarding yield and
income etc.
RESULT AND DISCUSSION

The present study entitled “Awareness of ADAMA India Private Limited Product TAMAR
amongst the farmers”. “The Study include Brand Promotion Strategies Adopted By Adama
India Ltd Regarding Promotion Of TAMAR as a Post-emergence (Systemetiv (Herbicide) and
2,4-D ( Herbicide) In Sitapur District Of Uttar Pradesh .”A Study On Brand Promotion Strategies
Adopted By Syngenta India Ltd Regarding Promotion Tamar & 2,4-D Main In Sitapur District
Of Uttar Pradesh.”

Object-1: To understands the Socio-economic Profile of Farmers & pattern of Herbicide in the
region.

Age composition
It reveals from the Table-1 that the maximum number of respondents (60%) was observed
in middle age category followed by old age (21%) and young age (19%), respectively. The age
of the selected respondents range from 22 to 70 years. The mean age of the respondents were
observed to be 48.12 years. It can be said that the middle age of the people are more engaged in
farming in the study area.

Table.1 Distribution of the respondents on the basis of age

N=100
Respondents
S.No. Categories (years)
Number Percentage
1. Young age (Up to 37) 19 19.00
2. Middle age (38-59) 60 60.00
3. Old age (60 and above) 21 21.00
Total 100 100.00
Mean=48.12, S.D. =11.52, Min. =22, Max. = 70

Education
The Table-2 focuses that literacy per cent of the respondents was observed to be 68% literate and
32% illiterate. Further, the educational level was worked out and given in descending order as 26%, 23%,
09%, 08% and 02% for junior high school, primary school, high school, intermediate and graduate,
respectively. It can be concluded that the maximum numbers of respondents was found literate.
 Table.2 Distribution of the respondents on the basis of education
N=100
S. No. Categories Respondents
Number Percentage
A. Illiterate 32 32
B. Literate 68 68
Total 100 100
I Primary school 23 23
Ii Junior high school 26 26
Iii High school 09 09
Iv Intermediate 08 08
V Graduate 02 02
Total 68 68

Caste category
The Table-3 indicates that the maximum number of the respondents were observed (67%) other backward
caste followed by scheduled caste 22% and general caste 11%, respectively. Thus it is conclude that the
other backward caste and scheduled caste were dominant in the study area.

Table.3 Distribution of the respondents on the basis of caste

N=100
Respondents
S. No. Categories
Number Percentage
1. General caste 11 11.00
2. Other Backward caste 67 67.00
3. Scheduled caste 22 22.00
Total 100 100.00

Type of family
The Table-4 shows that single families are more in number than joint families. In terms of percentage
54% respondents belong to single type families and 46% belong to joint type of families system.

Table.4 Distribution of the respondents on the basis type of family

N=100
S.No Respondents
. Family type
Number Percentage
1. Nuclear/Single family 54 54.00
2. Joint family 46 46.00
 Total 100 100.00

Size of family
The Table-5 shows that the 67 per cent respondents belong to the medium category were who had 5-11
members in their families followed by small (18%) and large (15 %) to the category of up to 4 members
and 12 and above members, respectively. The average size of the family was observed to be 7.87
members. The range between minimum and maximum number of 5-11.

Table.5 Distribution of the respondents on the basis of family size

N=100
Respondents
S.No. Categories (members)
Number Percentage
1. Small (up to 4) 18 18.00
2. Medium (5-11) 67 67.00
3. Large (12 and above) 15 15.00
Total 100 100.00
Mean=7.87, S.D. =3.93, Min=2, Max=21

Size of land holding

The Table-6 indicates that most of the respondents 47% was found in the land holding category as
marginal (Less than 1ha.) followed by 40% in the category of small (1-2 ha.), 12% in the category of
medium (2-4 ha.) and in the category of large 1% (4 ha. and Above), respectively. The average land
holding of the respondents was found to be 1.06 hectare. The minimum and maximum land holding as
possessed by the respondents ranged 0.25 ha. to 5.0 ha. respectively. Hence, it may be said that marginal
farmers are more than others in study area.

Table.6 Distribution of the farmers on the basis of land holding (hectares)

N=100
Respondents
S.No. Categories (hectares)
Number Percentage
1. Marginal farmers (Less than 1) 47 47.0
2. Small farmers (1-2) 40 40.0
3. Medium farmers (2-4) 12 12.0
4. Large farmers (Above 4) 1 1.0
Total 100 100.0

Occupation
It is evident from the Table-7 that the maximum 78% respondents were observed such who had their main
occupation as agriculture and 14 % respondents was found Business, 9% Service as main occupation. The
maximum 67% respondent was observed such who had their subsidiary occupation as Agriculture labour
followed by 17% Business, 3% caste based occupation, 2% service and 1% Dairying respectively. On the
basis of data, it can be said that Agriculture is the main occupation of rural people. Other than Agriculture
labour occupation of the respondents was having subsidiary occupation having subsidiary occupation.

Table.7 Distribution of the respondents on the basis of Occupation

N=100
S.No. Main Subsidiary
Occupation
No. % No. %
1. Agriculture labour 0 0.00 67 67.00
2. Caste based occupation 0 0.00 3 3.00
3. Services 9 9.00 2 2.00
4. Agriculture 78 78.00 0 0.00
5. Business 14 14.00 17 17.00
6. Dairying 0 0.00 1 1.00

Annual income
The Table-8 reveals that a maximum number of the respondents 80% belong to the annual income Rs.
45001 to 172000 where as 17% and 3%, respondents belong to income range from Rs. 172001 and above
and up to 45000, respectively. It can be said that the maximum respondents were having the annual
income Rs. 45001 to 172000.

Table.8 Distribution of the respondents on the basis of annual income (Rs.)

N=1
00
Respondents
S. No. Annual income
Number Percentage
1. Small(up to 45000) 3 3.00
2. Medium(45001 to 172000) 80 80.00
3. High(172001 and above) 17 17.00
Total 100 100.00
Mean =108240.00, S.D. =63633.44, Min. =45000.00, Max. =350000.00

Housing pattern
 The Table-9 indicates that 41% respondents reported having mixed houses, 31% Kachcha houses
followed by 28% pucca type houses. It means that this area was having mixed type of housing pattern.

Table.9 Distribution of the respondents on the basis of housing pattern

N=100
Respondents
S. No. Housing pattern
Number Percentage
1. Kachcha 31 31.00
2. Pucca 28 28.00
3. Mixed 41 41.00
Total 100 100.00

Materials possession
The Table-10 indicates that 61% respondents having their Diesel engine followed by 57%, 10%,
4%, 4%, 3% and 2% there are bullock, Tractor, power tiller, Other farm power and Combine respectively.

Table.10 Distribution of the respondents on the basis of farm power

N=100
Respondents
S. No. Farm power
Number Percentage
1. Bullock 57 57.00
2. Tractor 10 10.00
3. Power tiller 04 04.00
4. Diesel engine 61 61.00
5. Electric motor 03 03.00
6. Combine 02 02.00
7. Other farm power 04 04.00
Note: More than one items have been shown by respondents, hence the total percentage of all items would be
more than 100.

Farm implements materials

It is clear from the data included there in the Table-10.1 that the majority of the respondents
(100%) was reported having each Khurpi and Sickle followed by Kudal (89%), Shovel and Chaff cutter
(83%), Deshi plough (67%), Pata (65%), Sprayer (53%), cultivator (26%), disc plough (10), Thresher
(9%), Rotavator (4%), seed drill (9%), and Potato planter, Duster/ Power duster (2%) respectively. Thus,
it can be said that the respondents were having a good number of implements with them.
 Table.10.1 Distribution of the respondents on the basis of farm implements
N=100
Respondents
S.No. Farm implements
Number Percentage
1. Cultivator 26 26.00
2. Disc Plough 10 10.00
3. Thresher 9 09.00
4. Seed drill 3 03.00
5. Deshi plough 67 67.00
6. Pata 65 65.00
7. Kudal 89 89.00
8. Potato planter 2 02.00
9. Shovel 83 83.00
10. Sprayer 53 53.00
11. Chaff cutter 83 83.00
12. Rotavator 4 04.00
14. Khurpi 100 100.00
15. Sickle 100 100.00
16. Duster/ Power duster 2 02.00
Note: More than one items have been shown by respondents, hence the total percentage of all
items would be more than 100.

Transportation material possession

The Table-10.2 clearly indicates that an over-whelming majority of the respondents (100%) was
found having Cycle as a means of transportation followed by Bike/scooter (55%), bullock cart (17%),
Trolley, Tractor Trolley (10%), and Jeep/Car (2%) respectively. Thus, the interference can be drawn from
the above data that Cycle was important means of transportation with the respondents.

Table.10.2 Distribution of the respondents on the basis of transportation materials

N=100
Respondents
S. No. Medium of Transportation
Number Percentage
1. Bullock cart 17 17.00
2. Jeep/ Car 2 2.00
3. Trolley 10 10.00
4. Tractor Trolley 10 10.00
5. Cycle 100 100.00
6. Bike/scooter 55 55.00
Note: More than one items have been shown by respondents, hence the total percentage of all items would be
more than 100.
Houses hold materials possession
The Table-10.3 clearly indicates that 98% respondents were reported that Wrist watch followed
by Wall clock (97%), chair (91%), cots (85%), presser cooker (37%), Crockery (36%), Gas stove/Gas
cylinder (31%), double bed (30%), Solar lantern (22%), sewing machine (19%), Fan (17%), electric press
(13%), dressing table (6%), Sofa set (4%), and heater (2%) respectively. The condition of house hold
materials seems to be good

. Table.10.3 Distribution of the respondents on the basis of household materials

N=100
Respondents
S. No. Particulars
Number Percentage
1. Gas stove/Gas cylinder 31 31.00
2. Double bed 30 30.00
3. Pressure cooker 37 37.00
4. Electric press 13 13.00
5. Wall clock 97 97.00
6. Wrist watch 98 98.00
7. Chairs 91 91.00
8. Crockery 36 36.00
9. Heater 02 02.00
10. Fan 17 17.00
11. Sewing machine 19 19.00
12. Cots 85 85.00
13. Dressing table 06 06.00
14. Sofa set 4 04.00
15. Solar lantern 22 22.00
Note: More than one items have been shown by respondents, hence the total percentage of all items would be
more than 100.

Communication media possession

Table-10.4 that the majority of respondents (92%) were observes possessing Mobile phone with
them. The rest of respondents who had other communication media were in descending order as Radio
(87%), T.V. (65%), Newspaper (84%), D.T.H. (34%), Agriculture Books (33%), V.C.D. player (21%),
Agril. Journals/ Magazines, General Magazines (18%), Internet (10%), Laptop (2%), and Tape-recorder,
Desk top (1%) respectively. Thus, it can be inferred that mobile phone and Radio were main sources for
getting information’s and recreation purposes.
 Table.10.4 Distribution of the respondents on the basis of communication media possession
N=100
Respondents
S. No. Communication media
Number Percentage
1. Radio 87 87.00
2. T.V. 65 65.00
3. Tape-recorder 1 01.00
4. Mobile phone 92 92.00
5. Agril. Journals/ Magazines 18 18.00
6. D.T.H. 34 34.00
7. General Magazines 18 18.00
8. Agriculture Books 33 33.00
9. News paper 48 48.00
10. Internet 10 10.00
11. VCD player 22 22.00
12. Desk top 1 01.00
13. Laptop 2 02.00
Note: More than one items have been shown by respondents, hence the total percentage of all items would be more than 100.

Overall materials possession

The Table-10.5 clearly indicates that overall material possession was categorized into three
main categories on the basis of scores as low (up to 40 scores), medium (41 to 84 scores) and high
(85and above scores). The data given in Table-5.1.16 revealed that highest number of the respondents
(71%) were observed in the medium category (41 to 84) of materials possession followed by (20%) high
(85 and above) and ( 9%) low (up to 40), respectively. Thus, it can be concluded that the materials
possession of respondents was appreciably better. The mean of scores for materials possession
was observed to be 64.59 with a minimum 23 and maximum 128 scores.

Table.10.5 Distribution of the respondents on the basis of overall material possession

N=100
Respondents
S. No. Categories (score value)
Number Percentage
1. Low (up to 40) 9 09.00
2. Medium (41 to 84) 71 71.00
3. High (85 and above) 20 20.00
Total 100 100.00
Mean=64.59, S.D. =20.59, Min. =23, Max. =128

On the basis of the findings, it may be concluded that-

1. A maximum number of the respondents (60%) were found in middle age group i.e. 39-59
years.
2. The maximum i.e. 68 per cent of respondents was found literate while 32 per cent was
observed illiterate.
3. The maximum numbers of the respondents (67%) was found belonging to other backward
caste followed by Schedule caste (22%) and general caste (11%).
4. The maximum i.e. 99 per cent of respondents were found to be married and one respondent is
unmarried.

5. Single families were more in number than joint families in terms of percentage. 54 per cent
respondents belonged to single families while, 46 per cent to joint type of families.

6. 67 per cent respondents were observed having 5-11 members in their families followed by 18
per cent having up to 4 members and 15 per cent having 12 and above members,
respectively.

7. The maximum percentage of the respondents i.e. 47 per cent were observed their having
marginal size of land holding (Less than 1 ha) and 40 per cent respondents having small size
of land holding 1-2 hectare, 12 per cent respondents having medium size of land holding 2-4
hectare, 1 per cent respondents having marginal size of land holding above 4 hectare,
respectively.

Type of Farming
In the below chart 3.4 it clearly show that all land under water not depend on rain about
71 per cent land is fully irrigated and remaining 29 per cent land are partially irrigated that’s
reason in that are vegetables are more and also sugarcane we see in above.

29% Irrigated

71% Partially
Irrigated

Chart 3.4 Type of farming of selected sample

Cropping pattern of farmer
Cropping pattern of the farmers is the mirror of his economy. Considering the importance
of cropping pattern, it is essential to know the share of prominent crops in the study area. As the
study was the attempt made to find out the share of various crop in gross cropped area.
Table3.3Cropping Pattern of Farmer
Total average
Crop Area under Un- % to gross
Season crop (ha) area under Irrigated irrigated cropped area
crop
Kharif
Tomato 19.07 0.42 0.42 0 7
Cabbage 5.5 0.12 0.12 0 2
Cauliflower 4.3 0.09 0.09 0 1.5
Bringal 7.4 0.16 0.16 0 2.66
Soyabean 3.3 0.07 0 0.07 1.16
Ground nut 2.5 0.05 0 0.05 0.81
Fodder crop 10.5 0.23 0.23 0 3.62
Bean 4 0.08 0.08 0 1.32
TOTAL A 56.57 1.22 1.1 0.12 20.07
Rabi
Onion 15.7 0.33 0.33 0 5.5
Potato 9.8 0.21 0.21 0 4.5
cucumber 7.4 0.16 0.16 0 2.66
Wheat 17.3 0.38 0.38 0 6.33
Fodder crop 4.37 0.09 0.09 0 1.5
Follow 2
TOTAL B 54.57 1.17 1.17 0 20.49
Summer
Coriender 7.9 0.17 0.17 0 2.83
Fenugreek 5.8 0.12 0.12 0 2
Cauliflower 6.7 0.14 0.14 0 2.32
Bajra 17.2 0.38 0.38 0 6.33
Fodder crop 13.3 0.29 0.29 0 4.8
follow 5.67
TOTAL C 50.9 1.1 1.1 0 18.28
Perennial
Sugarcane 88.1 1.96 1.96 0 32.53
Grape 17.1 0.38 0.38 0 5.83
Banana 7.7 0.17 0.17 0 2.8
TOTAL D 112.9 2.51 2.51 0 41.16
GCA
(A+B+C+D) 274.94 6 5.88 0.12 100
 Cropping Intensity = Gross cropped area * 100
Net cropped area
274.94 *100 = 162.23%
169.47
Average Net Cropped Area = Total Area under Crop
No of farmer

= . 169.47 = 3.76
45

Object-2- To implement different brand promotional activities for increasing sales of TAMAR and 2,4-
d Main And study the effectiveness of the promotional activities.

16% N=39
23%
Exibition,Krishimela

Field Demonstration

Advertisements
18%
Hand Bills

25% Field Visits By

company Person
18%
Chart 3.9 Promotional Activity of Adama

Promotional activity is major factor to capture high market share there are various Marketing activity Adama follows
in study area about 16 per cent farmers opinion that Adama took Exhibition and krishimelas,18 per cent Farmer said
that field demonstration, no any wall painting activity is there for the promotion of the Adama product ,
advertisement through pamphlets, posters banner are about 18 per cent promotion through hand bills which are major
one that is 25 per cent and last one is field visit by company person which give direct impact on farmer’s perception
is 23 per cent. Following some are promotional strategies would adopted in stuy area by Adama
1) Arrange postering.
2) Arrange road show programme.
3) Arrange mega farmer meetings.
 4) Arranging sendy counters on weekly market day.
5) Make litreature of product information for farmer.

During the study in Sitapur (U.P.) region different promotional activities were adopted, which are
as follows:-
• Farmer meeting

• Individual contacts

• Demo

• Field demonstrations

• Tele marketing

• Postering

• Banners

• POP display

• Display of product

IDENTIFICATION OF TOP 7 PROMOTIONAL TOOLS BY DELPHI TECHNIQUE

FARMER’S MEETING

• Selection of pre-identified villages from the priority clusters based on market size and number
of progressive farmers data collected during field days.

• Delivering pre-decided uniform message during meeting.

 Figure 5.4: farmer meeting

WALL PAINTING / POSTERING-

The other important aspects of marketing mix of Adama approach is its positioning of the
product. Currently the company is using 5 positioning points to broad base its approach towards
its customers.
The other aspect which came to fore in survey was Opinion of Fellow Farmers, around 6 per
cent of customers commented that recommendation or experience of fellow farmers play an
important role

Figure 5.5: Positioning poster of Tamar

BANNERS were also used as promotional tool. We put the banners at the point of purchase and
also on four wheelers to cover maximum area. These all tools helped me lot to generate demand
for Adama product in Sitapur district. After that I am looking for placement of products,
liquidation of product and market movement.

Figure 5.6: Positioning Banner of TAMAR

VAN CAMPANING
 • Preparation of best possible route-map for each jeep based on location of priority cluster
to cover areas in less time.

• It helped in representative farmer’s movement, stock delivery and dealer contact.

• Here small farmer’s meetings were conducted to convince farmers about products.

• It helped me to cover remote areas, distribution of booklets and pamphlets, Postering in

remote areas etc.

Figure: 5.7: Adama Van Campaning

Product Purchase Behaviour On Recommendation.

Following discussion of farmer’s intention of purchasing Adama product shows impact
of Promotional strategies of Adama. Following table shows on whose recommendation farmer
purchase agrochemicals.
For using the Adama product farmer prefer more dealer recoomendation than other’s 36 per cent
farmer say that they purchase Adama Product through dealer’s re-commendation 22 per cent
farmer buy product because of progressive farmer’s recommendation, 11 per cent farmer buy
product through university recommendation, 20 per cent farmer say that they buy company’s
people’s recommendation and lastly remaining 11 per cent farmer purchase through Companies
promotional activity.

Advertising of media:

For advertising purpose there are various medium are available in which some are highly
effective for increasing companies market share and some are less effective to increasing companies
market share through sample study analysis it revealed that field visit is the best media for advertising
the product which has 33 per cent after that farmer give preference to krishimela , then news paper of
15 per cent , then demonstration 13 per cent that is 6 out of 45 , wall painting ,mouth publicity,
exhibition, having equal share of each 7 per cent i.e. 3 of each out of 45 farmer. In favor of poster there
are only 2 per cent 3.4.3. Factors considered while purchasing the product.
 The aim of marketing is to meet and satisfy target consumers needs and wants better than
competitors. Consumer behavior is the study of how individuals, groups and organizations select,
buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants
studying consumers provides clues for improving or introducing products or services, setting
prices, crafting messages and developing other marketing activities. Marketers are always looking
for emerging trends that suggest new marketing opportunities.

In above Chart it clearly show that while purchasing the any product quality is the matter, price is
not consider is major factor price is minor factor and quality is the major factor and other are supporting factor
for price only 15 per cent farmer give priority from out of 45 only 7 farmer for the quality 40 per cent farmer
from out of 45 there are 18 farmer, and also other factor include brand name i.e. 9 per cent, past experience
and dealer recommendation is about 15 per cent each.

Study The Effectiveness Of Promotional Activities:

The Delphi Technique was originally conceived as a way to obtain the opinion of experts without
necessarily bringing them together face to face. Expert’s opinion was taken from the previous year data,
company representative & distributers/dealers. Thus from these opinions it is concluded that the
following promotional tools were identified as following:
 Literature
display
11% Demo
12% Farmer meeting
40%

Van campaing
10%
Company
people Phone call Wall painting
13% 8% 6%

Table & Figure 5.3: Identification of top 7 promotional tools by delphi technique
Interpretation: Out of total sample size, 40 percent farmers responded that farmer meeting is the best
source of information to them. The more fascinating fact is that 98.5 percent of farmers who considered
Farmer meeting as the best source also believed that Company People (Individual Contact) helps them
to update their knowledge regarding recent agronomic practices in Sugarcane. When asked specifically
regarding the Demo, 100 percent of the respondent said that every company must practice it and Demo
creates good will among Farmers. The respondents did not know much about Display items such as
Cut-outs, Promo gates, Poster, cubes etc. as they had not observed such items at the shop of retailer.
Wall paintings and trolley paintings are virtually inexistent in Case of pesticide market

Object-3- To study the awareness of the farmer’s about ADAMA Products



Awareness About Tamar

The awareness is the first step towards course of action i.e. trial for knowing the consumer behavior towards
agrochemical companies, one should know the awareness about the product to decide the future marketing strategy
to promote companies products.

Survey on the awareness about Tamar brings about an interesting aspect of farmers hearing about it,
knowing about it and still not using it.

S. Attributes Number Percentage

No.
1 Have not heard about it 320 54%
2 Have heard about it but never used 120 21%
3 Seen result in other farmers field 42 7%
 4 Used it 108 18%
Total 600 100%

Farmers awareness

7%
18%
Have not heard about it

54% Heard about it, never used

21% Used it
Seen result in other farmers

Table & Figure 5.8: Farmers awareness about Tamar

Interpretation-By interviewing and observation it was seen that out of six hundred farmer 18% per
cent of surveyed population is using whereas other 55% of farmers have either heard about it or have
seen its results in their peer group. Yes apart from these, there are still 20% of population have not
heard about the product, and 7% of farmers have seen results in peer field

Reason for not using Tamar Product-

S. Attributes Reasons for not Percentage of

No. using Tamar respondents
1 Reduce Growth of sugarcane 90 15%
2 Bad effect on main crop 110 18%
3 Fear to adopt new product 100 17%
4 Not hear about product 120 20%
5 Used other brand product 180 30%
Total 600 100%

Table & Figure 5.9: Reason for not using TAMAR

 Sales
200
180
160
140
Achsentitel

120
100
80
60
40
20
0
Reduce Growth Bad effect on Fear to adopt Not hear about Used other
of sugarcane main crop new product product brand product
Sales 90 110 100 120 180

Interpretation: The above data from the observation method says that 18% farmers says that It cause
Bad effect on main crop 17% farmer have fear Fear to adopt new product followed by 15% farmer says
that It Reduce Growth of sugarcane,30% farmers are loyal to other brands and 20% Farmer said that
they Not heared about product before.


Reason For Purchase Of Herbicide:

80
69
70
57 58
60
50
I
40 37 34 35 35 34
II
25
30 21 24 23 22 III
20 10 11 13
IV
10
0
Better price Better Quality Long Term Credit Demand
Facility Generation by
Company
 Figure Reason for purchase of herbicides a/c to farmers

As illustrated from the above graph, farmers in Sitapur region prefer better price and better
quality for purchase of herbicides. This shows that if any company gives commitment of
better margin and better quality will survive more in this region.

Object-3-To find out competitors , their product price and their market strategies in
study area.

COMPETITORS .
1-Gloabal Senerio-
According to the report, the world’s six largest agrochemical manufacturers, who control nearly 75 per cent of
global pesticide market, are also seed industry giants. Bayer : the world’s biggest agrochemical company is also
the world’s seventh biggest seed company, Syngenta : the world’s second largest agrochemical company is also
world’s second largest seed company, BASF The world’s fourth Largest Agrochemical company Monsanto :
the world’s fifth largest agrochemical company &world’s largest seed company, DuPont : world’s Sixth largest
Agrochemical company.
Table 1.4 World’s Top 10 Pesticide firms

Agrochemical Company Sale 2008 (US$ Millions) Market share (%)

1.Bayer (Germany) 7,458 19
2. Syngenta(Switzerland) 7,285 19

3.BASF(Germany) 4,297 11

4.Dow Agro science (USA) 3,779 10

5. Monsanto (USA) 3,599 9

6.Dupont (USA) 2,369 6

7.ADAMA(Israel) 1,895 5

8.Nufarm(Australia) 1,470 4

9.Sumitomo chemical 1,209 3

10.Arysta life science 1,035 3

TOTAL 34,396 89

Source: Agrow World Crop Protection News, August 2008

The world’s top 10 agrochemical companies contributes total 89 per cent of the global agrochemical
market share The worldwide market of pesticide was US$40,162 Millions in 2009 +Up 3.4 per cent
over the previous year in 2010 is up to $ 42,528 million.
 Market share 2008 (US$ Millions) at global lavel

4% 3%
4% 1 Bayer (Germany)
2 Syngenta(Switzerland)
22%
6% 3 BASF(Germany)

7% 4 Dow Agro science (USA)

5 Monsanto (USA)
6 Dupont (USA)
10%
21% 7 ADAMA(Israel)
8 Nufarm(Australia)
11%
9 Sumitomo chemical
12%
10 Arysta life science

Graph-2.Graphical representation of Compertitor at global Lavel

2-Indian Scenario-

Indian Agrochemical Industry is the fourth largest producer of agrochemicals globally, after
United States, Japan and China. The agrochemicals industry is a significant industry for the Indian
economy. The Indian agrochemicals market grew at a rate of 11per cent from USD 1.22 billion in
FY08 to an estimated USD 1.36 billion in FY09. India’s agrochemicals consumption is one of the
lowest in the world with per hectare consumption of just 0.48 Kg compared to US (4.5 Kg/ha) and
Japan (11 Kg/ha).
In India, there are about 125 technical grade manufacturers (10 multinationals), 800
formulators, over 145,000 distributors. 60 technical grade pesticides are being manufactured
indigenously. Technical grade manufacturers sell high purity chemicals in bulk (generally in drums of
200-250 Kg) 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.
 The Indian agrochemicals market is characterized by low capacity utilization. The total
installed capacity in financial year 2009 was 146,000 tones and total production was 85,000 tons
leading to a low capacity utilization of 58 per cent. The industry suffers from high inventory (owing to
seasonal & irregular demand on account of monsoons) and long credit periods to farmers, thus making
operations ‘working capital’ intensive.
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 & African countries.
Exports formed ~50 per cent of total industry turnover in the year 20008 and have achieved a
Compounded Annual Growth Rate (CAGR) of 29per cent from the year 2004 to 2008.

Table1.5 India’s Top 10 Agrochemical Companies

Rankings Name of the Company Sales (Rs.Million)

1 Bayer Crop Science 17241.06

2 Syngenta India Ltd 16953.09

3 BASF India 13816.9

4 Rallis India 10751.34

5 Monsanto India 7101.35

6 United Phosphorus 6951

7 ADAMA 6503.14

8 Crystal 6204.07

9 Dhanuka Agritech 4081.36

10 Advanta India 3513.36

Above Table 1.5 depicts that Bayer ranks first among in the Indian agrochemical companies with
revenue of Rs 17241.06 million. After that Syngenta, BASF, Rallies India is big players in
agrochemical market, while Adama India Pvt. Ltd ranks 7th with the revenue of Rs 6503.14 millions in
year 2007.
 Sales (Rs.Million)
4% 4% 1 Bayer Crop Science
7%
2 Syngenta India Ltd
18%
7% 3 BASF India
4 Rallis India
7%
18% 5 Monsanto India
8% 6 United Phosphorus
12% 15% 7 ADAMA
8 Excel Crop care

Graph 2-Graphical Representation Of Competitors Market Share At Indian Lavel

3-Local Competitors-
Based on survey in Sitapur Mahmudabad Refion Adama Company is in competition with both national
& multinational companies like Bayer, Syngenta, Rallis India ,Sumitomo ,Crystal, Tata chemical,
Pesticide India are the major competitors .These companies with early entry in business of Herbicide
have large customers base and were able to capture more market share.

Table- Competitor of Adama compony ,Compony Product and their technical

Market
Rankings Name of the Company Product Product Technical Share

1 Bayer Crop Science Sencor Metribuzin 70% WP 32%

2 Syngenta India Ltd Gramaxone Paraquat Dichloride 24Sl 26%

3 Rallis India TATA Metri Metribuzin 70% WP 10%

4 Adama TAMAR Ametryne 10% WDG 16%

5 Valor
Sumitomo 500 WG Flumioxazin 9%

6 Crystal Sricor Metribuzin 70% WP 7%

 35%

30%

25%

20%

15% Datenreihen1

10%

5%

0%
Bayer Crop Syngenta Rallis India Adama Crystal Sumitomo
Science India Ltd

Figure- Compony competitor and their Market Share in study area

The above list and figure show that the majority of market 32% is captured by Bayer India Ltd.
Company,26% Syngenta Company, 10% Crystal Company ,16% Adama Company, 10% Tata Rallis
and 9% Sumitomo India.. There are some few retailers are selling other companies product like UPL
and Monsanto and no company is manufacturing any product with Ametryne technical combination .

Percentage Margin Offered By Different Companies:

Exhibit Percentage margin offered by different companies a/c to dealers and distributor

As illustrated from the above graph, it is seen that local companies are giving more
percentage margin on their product b/w 15-20% and branded companies giving percentage
margin of 10-15% for their product. This shows that if companies want to established its
market then it should offer more percentage margin on their product.
Object – To study herbicide use pattern
a. Mapping of weed
b. Methods of weed control
c. Details about chemical weed control

TYPES OF WEEDS:

45, 35% GRASSY

82, 65% BROAD LEAF

Exhibit 4.1.2 Types of weed according to farmers

As illustrated from the above graph 35% farmers in Sitapur region said that
grassy(monocot) weed occurs in this region and 65% said that broad leaf (dicot)
weeds occurs in this region. This shows that broad leaf (dicot) weeds are more in
numbers in this region

METHODS OF WEED CONTROL:

100

80
NO OF FARMERS

60

40 83
NO OF FARMERS
20
32
12
0
MECHANICAL CHEMICAL BOTH
METHOD OF WEED CONTROL

Exhibit 4.1.3 Methods of weed control according to farmers

As illustrated from the above graph 65% farmers in Sitapur region said that they use chemical
method for weed control and 10% said that they use mechanical method for weed control and
25% said that they use both method. This shows that chemical method is more prominent in
these region so there is huge scope for Adama in these region.

MOST OCCURRENCE WEEDS:

As illustrated from the below graph 21% farmers in Meerut and Muzaffarnagar region
said that Motha is most occurrence weeds, 15%,12% and 13% farmers said that Congress
grass, Bel and Pathar chatta occurs. This shows that Motha , Congress grass , Bel and Pathar
chatta are harming more to sugarcane crop, so more emphasis should be given to control
these weeds .

Figure- Most occurrence weeds according to farmers

WEEDS OTHER WEEDS PERCENTAGE

PERCENTAGE
MOTHA- 21% 79%
CONGRESS GRASS- 85%
15%
BATHUA-7% 93%
MAKRA-9% 91%
DOOB-9% 91%
BEL-12% 88%
PATHAR CHATTA- 87%
13%
JUNGLI CHAULI-6% 94%
KANKAUA-8% 92%
New Weeds/Weeds Occurring Recently:

Exhibit 4.1.5 New weeds/ recently occurring weeds according to farmers

As illustrated from the above graph we find that in Meerut and Muzaffarnagar region
Nal, Patera, Sarenda ghaas, Bekas ghaas ,Muchmuch are new weed which are occurring
recently i.e. from 2 year and Harinkhuri and Dhatura are occurring from 1 year. This
shows that new types of weeds are found in these region and are difficult to control as
told by farmers, so care should be taken against these new weeds.
Object- To find out marketing channels available and to propose herbicide development
strategy for ADAMA in the allotted regions of Sitapur.

MARKETING CHANNEL OF ADAMA INDIA LTD

Every company has to figure out a go-to-market strategy. In

simpler times, the company would hire salespeople to sell to
distributors, wholesalers, retailers, or directly to final users. Today
the number of go-to-market alternatives has exploded to eliminate
the middleman and make the product readily and cheaply available
to the consumers/ farmers. The marketing channel followed by
Syngenta India ltd. Company Private Limited is as follows.

Figure 1.6 Marketing Channel Followed By Adama India Limited

All the raw material (Pretilachlor) required for the herbicide preparation is imported from
Germany through cargos to Puna, India and the final products is manufactured there. Finished
products are send to the regional head Quarters by means of roadways. Finished products are
delivered to the distributers as per their demand who sells the product either to the Dealer or
Retailer or to the farmers directly.

By using this marketing channel the company makes the product easily available to their
consumer and also eliminates the middlemen which helps the company to keep the prices low of
their products. Beside this to avoid the piracy and black marketing of the product company also
believes in having few distributors
FINDINGS

 In all 87 per cent of farmers were Know about Adama IndiaPvt Ltd by its products Agil. Only
Few Farmer know about Adama by its name.

 Farmers from these regions are found to be very loyal to the product which they are using.
Most of the farmers were found to be using the same product which they have been using since
long back. So it’s a bit tedious job to make them understand that Tamar and 2,4-D Main is
having more advantages over the Metrabuzin 70% and Paraquat.

 ADAMA promoted its products through field visits up to 23 per cent , Hand bills 25 per cent,
Advertisement and field demonstration 18 per cent, respectively, remaining 16 per centt
exhibition and krishimelas.

 The marketing strategies of other companies (competitors) were to give more field
demonstration and Field visit then advertisement, exhibition.

 One of the most fundamental reasons why farmers prefer local herbicide over the in Sugarcane
crop is due price sensitive. If the farmer used TAMAR in Sugarcane crop he would be spend
600 gm @ 450 Rs . Whereas the farmer goes for only the local herbicide he just spends less
than 350 Rs per acre. So the total price difference between the herbicide is 100-110 Rs per
acre. So, the price sensitivity forces the farmers to buy the local herbicides.

 Some old farmers are hesitating to give their contact number because they have been cheated
by some companies by giving their contact number to them.

 In the study area Syngenta products were more famous and had more market share than other
agrochemical company.
 ADAMA’s some particular products Like AGIL were famous in study area.

Land holding in these areas is small. Most of the farmers are small & semi-medium

These areas are mainly affected by dicot broad leaf weeds i.e. 65%

Hand Weeding method is mostly preferred by farmers for weed control

Local companies are dealing in herbicide in these areas which help them to establish
their market.

Motha , Doob, Makda Ghaass,Bansi, Pathar chatta are mostly occurrence weeds

There is a potential market for herbicides

Product give by dealers are easily accepted by farmers as they don’t know much
about the product

Field officers employed by companies are not knowledgeable

Different doses are applied by different farmers as told by dealers or retailers which
increase their cost of cultivation.

In this area Appearance of weeds 20-25 DAS

Times of application of weedicides after 2nd irrigation i.e 40-45 DAS

Reappearance of weeds after 25-30 days after application of weedicides

Source of information about herbicides is mostly dealers

Main reason for herbicide purchase is better margin and quality

Purchasing behavior is affected mainly by dealers’ advice and credit policy.

Conducting farmers meetings, demonstrations, dealer contacts & meetings and
advertisement through posters are the main promotional activities of the
competitors prevailing in the market.

Farmers want low cost herbicides

Farmers are not aware of new kind of weeds

Sugar mills and cooperatives are important marketing channel to promote companies
product such as pesticides and fertilizers

Weeds are adopted to same types of herbicides and so herbicides are not showing
full effects on weeds.

Cost of cultivation is different for different farmers and vary from Rs. 2000-3000.
Suggestion and Recommendation


Adama should make herbicides for sugarcane weeds because huge market for 
 herbicides in these areas and many companies are earning huge profit from this.

Identify potential dealers and distributors for selling of their product because
farmers buying their products under dealers and distributors influence, moreover 
 dealers are pushing product on the basis of high profit margin and credit period



Promotional activities like Demonstration, farmers meetings, company co-
 officials ,field visit at regular interval should be done

Conducting demonstrations in the fields of progressive farmers and showing the
practical results and benefits associated with the product to progressive farmers.
It can attract other farmers who make their decision after consulting with


 progressive farmers


Appointing additional staff: Additional field staff should be appointed in these
areas and must be knowledgeable, Due to wider coverage The FOs are not able
to give frequent visits to farmers of distant villages and hence the field activities

 are hampered, training should be given to these staffs.

Make contact with sugar mills and co-operative society because they are also
important marketing
 channel for promoting companies product like pesticides
 and fertilizers

 More emphasis should be given on weeds like Motha , Makra, Congress  grass,
Bel because they are difficult to kill in comparison to other weeds
 
 Feedback from farmers about the product to check the ground reality of product.
CONCLUSION

Agriculture occupies a dominant position in India’s economic structure. The success of

the Green Revolution enabled the country to achieve self–sufficiency in food grains production.
Over the last five decades the industry has expanded with more than 500 players, making India
the second largest manufacturer of basic crop protection chemicals in Asia in volume terms. In
terms of turnover the industry is worth of $1.7bn and given the low rate of consumption there is
huge potential for growth waiting to be tapped. The demand for food grains vegetables and fruits
is expected to increase significantly in future. Record production of food grains has been possible
primarily on account of various inputs used in agriculture namely seeds, fertilizers and pesticides.
Agrochemicals form the largest and the most diverse group of chemical compounds.
Popularly referred to as pesticides they are mainly used for plant protection and improving crop
yields. Every year nearly 30% of the potential of food production valued Rs 150bn are lost due to
insects, pests, plant pathogens, weeds, rodents, and birds and in storage. Hence the use of
pesticides has become extremely necessary. Besides given the large growing population and
scarcity of land available for cultivation, pesticides industry has a vital role to play in the
agriculturalsector.
India is most leading country in terms of agricultural production. In order to encourage
farmers to take an integrated approach to crop and pest management, incorporating our range of
products with good practice to increase yields and promote sustainable agriculture. ADAMA
Care offers customized products and services to help farmers meet these requirements and
produce the quality crop that consumers and the food industry demand. This involves training
farmers to use our products safely and effectively, and encouraging them to use sustainable
agriculture techniques as part of integrated approach to crop management.

Advantages of Agrochemical Business in India

1. Strong growing domestic market.

2. Cost leadership in generic production.

3. Well developed basic chemical industries.

4. Growing awareness about Environment, safety & health.

5. Well established R& D set up.

6. Relatively easier registration for exports.

7. Strong Institution to support R&D/ personal needs universities / IITs/ UDCT / IICT
Limitations

In my summer project i have found some limitations, which are as follows –

□ Weather was not helping me in good survey.

□ Information collected from distributors and retailers or by company persons may not be
100% reliable.
□ I have not covered all the distributors and retailers from the given market.
□ Some company persons and retailers were reluctant in sharing information and thus, may
not give correct information.
□ Sampling error may occur due to biasness in opinion of farmers’ dealers and other
respondents.