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3.1 Introduction
The word pest comes from the Latin word "pestis" which includes an
animal or plant that occurs in such abundance as to present a distinct threat,
economically or medically to man or his interest. A pest may be insect, fungus,
weed, rodent, bacteria, virus, nematodes, acarid / mite, parasite and even
animal or bird. Worldwide, about 10,000 species of insects are important as
pest, out of 7, 50,000 identified species. Over 50,000 species of fungi are
responsible for some 1,500 plant diseases; Over 1,800 species of weeds out of
the known 30,000 cause serious economic loss. About 15,000 species of
nematodes produce more than 1,500 serious deleterious effects on plants. Over
1,00,000 species of pests destroy food which could be fed for 135 million
people. The word pest has no biological meaning. Pests are organisms that
diminish the value of resources. In India, crops are affected by over 200 major
pests, 100 plant diseases, hundreds of weeds and other pests like nematodes,
harmful birds, rodents and the like. About 4,800 million rats cause havoc in
India. Approximately, 30 per cent of Indian crop yield potential is being lost
due to insects, disease and weeds which in terms of quantity would mean 110.1
million tonnes of food grain. The value of total loss has been placed at
Rs 90,000 crore, represents about 18 per cent of the gross national agriculture
production. The pest wise losses are as follows:
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EXHIBIT: 3.1
PEST WISE LOSSES
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control, therefore, needs regulation on the interest of human health and
environment.
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3.3 Characteristics of Pesticide Industry
The characteristics of India pesticides industry in India is summarized
as:
i. Fragmented Structure
As there was no product patent in this industry till 2005, many
formulators entered the market and rendered a fragmented structure to the
pesticide industry. The major players in the Indian market are United
Phosphorous Ltd, Bayer Crop Science Ltd, Rallis India Ltd, Syngenta India,
Gharda Chemicals and the top ten players have an 85 per cent market share.
Bayer Crop science Ltd and Syngenta India Ltd are the market leaders in
domestic sales while United Phosphorous Ltd is the largest exporter of
pesticides.
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iv. R & D Requirement
During the process patent regime that existed before 2005, the Indian
companies concentrated on marketing generic and off-patent products;
evidently the R&D investment in the pesticide industry was quite low in India
during this time as compared to the global market. Consequently, about 70 per
cent of all pesticides used in India are generics. Eventhough the lack of patents
deprived the Indian agriculture sector from the benefits of newer and more
effective pesticides, India developed competencies in the generics market and
is now a net exporter of pesticides.
Pests are an ecological problem and therefore our control strategies must be
ecologically sound. Basically, there are two approaches to pest control:
a. Prevention
b. Cure or removal of the cause.
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be reacted quickly and efficiently. It has been conservatively estimated
that for every dollar a farmer spends on farm chemicals, he receives $4
return (Anon, 1990a). Production per labour unit has increased while
production costs and energy inputs are lower.
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Farm chemicals are a management tool to aid in the control of pests and
their continued use is supported by the conclusions of the Senate Select
Committee on Agricultural and Veterinary Chemicals in Australia, and even
Dr. Kate Short of the Total Environment Centre states: "One who do not have a
problem with pesticides being used as a management tool in pest control in
Australian agriculture" (Colston et al., 1990).
Despite their many advantages, there are some potential hazards or risks
when using farm chemicals. These risks may be associated with all chemicals
whether they be industrial chemicals, pesticides, household products or even
natural chemicals found in the environment. Undesirable side effects of farm
chemical use usually stem from a lack of understanding of the impact of the
chemical on the environment, compounded by indiscriminate and overuse of
the product. These side effects do not always occur when farm chemicals are
used and damage does not necessarily result. Some of these effects may be:
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the presence of pollutants in the environment or by transfer and bio-
magnification of the chemical along a food chain. Not all residues are
undesirable although good agricultural practice must be observed to
prevent unnecessary and excessive levels of residues.
4. Ground Water Contamination by leached chemicals can occur in high
use areas if persistent products are used.
Problems result from misuse, abuse and overuse. Farm chemicals can be
used safely and effectively without these undesirable effects although there is
always a risk associated with any activity. This risk is relative, as evidenced by
smoking or driving a car or a tractor. For example, in May this year, 166
Australians died in motor vehicle accidents while there are very few poisonings
from farm chemicals. Many commonly used substances like aspirin or common
salt are more toxic than many pesticides. Despite the relative risks being low,
all users of farm chemicals, whether on a large scale or in the home, have a
responsibility to use them carefully, properly and judiciously.
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3.6 Type of pesticides
EXHIBIT: 3.2
Dust (D or DU)
Aerosol (A)
Solution (SN)
Gases Fumigants
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Pesticides can be manufactured and sold mainly in two forms- Technical
and Formulations. Technicals are the first stage of manufacture where the
chemical is concentrated and unsuitable for direct use. This is then processed
with other materials to create formulations. The conversion from technical
grade to formulations adds substantial value to the product. Pest control is thus
an urgent necessity. The current demand for technical grade pesticides stands at
about 85,000 tonnes per annum and has been growing at 5-10 per cent
annually.
Processed foods and agricultural product exports are being given a thrust
in India. For this purpose, quality and quantity have to be taken care of. In
order to increase production and improve the quality of agricultural products,
the country’s dependence on better quality seeds and irrigation will have to
increase. This, in, turn rises the demand for pesticides.
C. The pesticides used in India can be classified into five on the basis of
chemical nature.
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attack by termites. All these chemicals are lipophillc and get bioaccumulated in
the fatty tissue of animals.
5. Triazines:- These are compound like simazine, altrazine derived from urea.
They are effective weedicides (herbicides) used against the weeds of tea,
tobacco and cotton.
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insecticides or fungicides move throughout treated plants and kill certain
insects or fungi. Some systemic insecticides are applied to animals and
move through the animal to control pests such as warble grubs, lice, or
fleas. Some pesticides only move in one direction within the plant,
either up or down. Knowing what direction the pesticide moves will
help guide your decisions. For example some insecticides only move
upwards in plants. If applied to the root zone, it will travel throughout
the plant, but if applied to the leaves it will not move throughout the
plant. Some pesticides are considered locally systemic. These will only
move a short distance in a plant from the point of contact.
Foliar pesticides are applied to plant leaves, stems and branches. Note,
they may be either a contact pesticide or a systemic pesticide.
Soil applied pesticides are applied to the soil. Some are taken up by
roots and translocated inside the plant. Other soil applied herbicides kill
weed seedlings by contact with young shoots or leaves as they break
through the soil.
Pre-emergent herbicides are applied to the soil after planting but before
emergence of the crop or weed. The pesticide label should indicate if a
pesticide is pre-emergent to the crop or weed.
Post emergent herbicides are applied after the crop or weed has
emerged.
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Tranlocated herbicides enter the roots or above ground parts of plants
and move within the plants. They are also called systemic herbicides.
Eradicant fungicides destroy fungi that have already invaded plants and
begun to damage plant tissues. They inhibit metabolic processes of
growing fungal organisms.
Residual pesticides do not break down quickly and may control pests for
a long time (i.e., several weeks or a year).
Non residual pesticides are quickly made inactive after application and
do not affect future crops.
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Agricultural chemicals have come to stay as an essential input in
increasing agricultural production by preventing crop losses before and after
harvesting to keep pace with the ever increasing demand for food, feed and
fibre. Production of pesticides: From a meager 2000 MT a year during fifties,
the production of pesticides and allied chemicals in India touched a level of
85030 MT during 1994-95, 85338 MT in 2008-09 (Table 3.2)
TABLE: 3.1
ESTIMATED CROP LOSSES DUE TO PESTS IN INDIA
Crop Mn Mt Value (Rs. Crores)
Rice 26.3 9468
Wheat 3.3 1213
Sorghum & Millets 8.9 2670
Pulses 5.6 3752
Seed Cotton 2.7 3105
Mustard 2.9 2407
Sugarcane 56.8 4373
Groundnut 1.4 1260
Maize 3.2 992
Total - 29240
Other crops (fruits, vegetables, spices, medicinal crops etc) - 30000
Losses in storages (due to stored grain insects, fungi and rodents) - 30000
Estimated crop losses - 90000
Source: Dept. of Chemicals and Petrochemicals
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TABLE: 3.2
PRODUCT –WISE PRODUCTION OF MAJOR CHEMICALS
(Figures in MT)
Capacity (March) Production
Products 2009-
2005 2006 2008-09 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
10
D.D.T 6344 6344 6.30 6.30 3513 2937 4471 4036 4429 4495 3441 3305 2556
Malathion 11850 11760 8.80 8.80 5597 4248 3945 4710 2740 4297 3968 2000 486
Parathion-(methyi) 4000 4000 4.00 4.00 2055 2038 1305 975 464 0 0 0 0
Dimethoate 3220 3220 3.20 3.20 847 758 923 897 828 971 871 558 649
D.D.V.P 4290 4320 5.40 5.40 2832 2512 3458 4984 3840 6890 3292 2734 1902
Quinalphos 4000 4000 4.00 4.00 2111 1770 1841 866 855 823 524 888 551
Monocrotophos 13915 13965 14.00 14.00 6706 6519 8121 9507 4899 4913 5118 4570 4644
Phosphamidon 3900 3900 3.90 3.90 534 835 356 393 542 366 710 845 558
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Phorate 8200 8200 8.20 8.20 4767 3156 5083 3637 6220 5713 3229 2029 1511
Ethion 5630 5630 5.60 5.60 4132 1680 2829 1788 1508 1804 771 157 226
Endosulphan 10100 10100 9.90 9.90 4489 3663 3597 3054 2939 3898 3960 4263 2376
Fenvalerate 2650 2650 2.60 2.60 1192 522 821 627 573 515 719 488 295
Cypermetnrin 5900 6900 6.90 6.90 5128 5078 5173 6524 6484 5064 4659 4034 3935
Anilophos 1100 1100 1.10 1.10 596 354 471 363 197 21 0 0 0
Accephate 6120 9220 9.20 9.20 4354 4837 3993 6136 8475 8333 10059 9652 7977
Chlorpyriphos 8640 9090 9.10 9.10 6950 6400 8108 9128 4942 4715 4539 3887 1981
Phosalone 1000 1000 1.00 1.00 513 438 486 543 274 246 499 0 0
Matasystox - - - - 660 513 499 556 317 629 0 0 0
Abate - - - - 1 45 0 0 0 0.00 0.00 0.00 0.00
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Butachlor 500 500 0.50 0.50 363 244 333 264 254 182 28 119 193
Isoproturon 5388 5388 5.40 5.40 3779 2657 4409 4664 4295 3150 2962 2979 2056
Basalin 0 0 - - 0 0 0 0 0 0.00 0.00 0.00 0.00
Glyphosate 3900 2640 2.60 2.60 409 107 308 1019 1517 2100 1517 2331 1088
Paraquat - - - - 1000 0 0 0 0 0.00 0.00 0.00 0.00
Diuron 100 100 0.10 0.10 0 48 64 0 0 0 75 12 74
Atrazin 500 500 0.50 0.50 203 200 61 39 0 93 218 263 152
Fluchloralin 200 200 0.20 0.20 133 185 157 172 119 101 0 0 0
Zinc phosphide 860 860 0.90 0.90 338 235 226 307 254 807 462 376 175
Aluminium phosphide 2300 2300 2.30 2.30 2184 1991 1174 1362 1518 1526 1615 1722 1127
Methyl bromide 150 150 - - 41 56 93 70 37 51 88 88 19
TABLE: 3.3
CONSUMPTION PATTERN OF PESTICIDES IN
DIFFERENT COUNTRIES
Country or Area Pesticides use (Kg ha’a.i)
Republic of Korea 16.56
Italy 13.35
Hungary 12.57
Japan 10.80
China 2.0-2.5
Europe 1.90
USA 1.50
Mexico 1.38
Thailand 1.37
Indonesia 0.58
India 0.38
Turkey 0.30
Argentina 0.29
Latin America 0.22
Oceania 0.20
Africa 0.13
Source: Ministry of Chemicals and Fertilisers, Govt. of India. (11342) &
(12486)
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TABLE 3.4
CONSUMPTION OF INDIGENOUS PESTICIDES
S. No Pesticides 2001-02 2002-03 2003-04 2004-05 2005-06
1. Acephate 750 782 440 393 464
2. Cypermethrin 1300 1315 32 641 2154
3. Dichlorvos 1070 1250 818 1295 1849
4. Dimethoate 1500 2009 625 1412 785
5. Endosulphan 3985 2000 2900 1303 3537
6. Ethion 415 410 315 294 143
7. Fenitrothion 415 410 412 421 133
8. Fenthion 60 79 62 108 49
9. Fenvalerate 2100 1192 975 1088 938
10. Lindane 700 615 - 867 661
11. Metal Dehyde 32 40 07 72 11
12. Malathion 2600 2384 3015 3035 1340
13. Methyi parathion 3008 3028 3200 3142 1472
14. Monocrotophos 2815 3205 3115 3500 1465
15. Neem based insecticides 736 632 824 1051 991
16. Oxydemeton methyl 512 382 213 352 166
17. Paradichlora-benzene 0 0 1 168 81
18. Phorate 2215 2316 3010 2155 263
19. Phosalone 218 275 145 130 251
20. Phosphamidon 1100 1020 1480 883 579
21. Pyrethrum 13 10 11 11 34
22. Quinalphos 2181 2318 1650 2106 1301
23. Sevidol 0 0 0 0 0
24. Temephos 0 0 1 0 0
25. Triazophos 114 108 115 105 0
26. Aureofungin 8 5 12 21 20
27. Captafol/Difolaton 419 344 15 142 45
28. Captan 170 256 200 167 65
29. Carbendazim 625 859 400 603 2167
30. Copper oxychloride 1122 1213 1080 1172 1497
31. Copper sulphate 1042 1128 514 491 1118
32. Curprous oxide 5 2 5 125 19
33. Ethyl mercury chloride 0 0 0 0 0
34. Ferbam 25 9 12 11 9
35. Lime sulphur 32 45 20 40 49
36. Mancozeb 2577 2800 2615 2300 3649
37. MEMC 71 81 22 784 680
38. Organo mercurials 0 0 0 0 0
39. Nickel chloride 55 60 0 0 4
40. Paris green 0 0 0 0 0
Table Contd…
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CONSUMPTION OF INDIGENOUS PESTICIDES
S. No Pesticides 2001-02 2002-03 2003-04 2004-05 2005-06
41. PMA 0 0 0 0 0
42. Streptocycline 39 47 20 18 66
43. Sulphur 2332 3185 3010 490 3224
44. Thiram 419 402 302 180 551
45. Zineb 318 418 205 48 85
46. Ziram 277 385 100 47 128
47. Alachlor 142 150 95 169 50
48. Anilophos 535 716 200 401 243
49. Butachlor 2019 2480 1520 2290 2699
50. Dalapon 72 85 17 30 34
51. 2.4-D 612 680 612 534 565
52. Diuron 12 11 10 18 29
53. Fluchloralin 155 213 115 289 82
54. Glyphosate 180 178 162 826 216
55. Isoproturon 2512 2618 2208 1140 2140
56. Paraquat dischioride 110 156 70 973 148
57. Propanil 0 0 30 0 16
58. TCA 0 0 15 0 0
59. Aluminium phosphide 234 250 142 255 148
60. Barium carbonate 0 0 0 0 0
61. EDCT mixture 0 0 0 0 0
62. EDB 18 23 0 0 7
63. Methyl bromide 4 7 7 0 12
64. Warfarin 6 10 1 0 13
65. MB+FDB 0 0 0 0 0
66. Zinc phosphide 220 359 215 188 798
67. Alpha napthyl acetic acid 18 19 25 34 818
68. Chiormequat chloride 12 4 10 0 21
69. Others 0 0 0 0 0
Total 43800 45130 37352 38278 42378
Source: Ministry of Chemicals and Fertilisers, Govt. of India. (11342) & (12486)
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TABLE: 3.5
PERFORMANCE OF PESTICIDES DURING 2003-04 TO 2008-09
TABLE: 3.6
CROP-WISE CONSUMPTION OF PESTICIDES IN INDIA
Crop Share of pesticide use (per cent)
Cotton 44.5
Paddy 22.8
Jowar 8.9
Fruits and vegetables 7.0
Wheat 6.4
Arhar 2.8
Other 7.6
Total 100.0
Source: Annual report 2009, Deptt. Of Chemicals and Petrochemicals
Cotton, paddy, vegetables and fruits are grown in 32 per cent of the
cultivated area and account for over 80per cent of the pesticide consumption in
the country. While cotton is planted on about 4.5-5 per cent of the total
cultivable area (on about 7.5 million ha). It accounts for about 45 per cent of
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pesticide consumption in India, followed by rice (23 per cent), jowar
(9 per cent), vegetables (7 per cent), wheat (6 per cent) and pulses (4 per cent)
(Table 3.6).
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TABLE: 3.7
CONSUMPTION OF PESTICIDES IN VARIOUS STATES (MT Technical grade)
S. No Name of State/ U.T 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
1. Andhra Pradesh 4000 3850 3706 2034 2133 1997 1394 1541 1381 1015
2. Arunachal Pradesh 13 17 15 147 17 2 17 16 150 19
3. Assam 245 237 181 175 170 165 165 158 10.00 10.0
4. Bihar 853 890 1010 860 850 875 890 870 915 828
5. Chhatisgarh NA NA NA 332 486 450 550 570 270 205
6. Goa 6 5 5 5 5 5 9 2.3 2650 2750
7. Gujarat 2822 4100 4500 4000 2900 2700 2670 2660 8.90 10.30
8. Haryana 5025 5020 5012 4730 4520 4560 4600 4391 42.88 4070
9. Himachal Pradesh 302 311 380 360 310 300 292 296 322 328
10. Jammu & Kashmir 1 4 98 9 12 1433 829 1248 2679.27 1640
11. Jharkhand 150 36 40 56 69 70 82 81 85 88.5
12. Karnataka 2020 2500 2700 1692 2200 1638 1362 1588 1675 1647
13. Kerala 754 1345 902 326 360 571 545 880 272.69 631
14. Madhya Pradesh 871 714 1026 662 749 787 957 696 663 645
15. Maharashtra 3239 3135 3725 3385 3030 3198 3193 3050 2400 4639
16. Manipur 20 14 19 25 26 28 26 26 30.36 30.36
In India, Andhra Pradesh (A.P) ,Tamil Nadu, Karnataka and Punjab
account for 50per cent of the total pesticide market. A.P alone consumes 24 per
centof the total pesticides. The herbicides have a good market in Punjab and
Haryana. Insecticides are much in demand in the southern states and
Maharashtra.
vi. Export and Import: India is a net exporter of agrochemicals. The key
export destination markets are USA, UK, France, Netherlands,
Belgium, Spain, South Africa, Bangladesh, Malaysia and Singapore.
Some of the agro-chemicals exported over the years include
cypermethrin, isoproturon, endosulphan and aluminium phosphide.
Exports consist mostly of off-patent products. The value of export
and import during last five years is given in Table 3.8.
TABLE: 3.8
EXPORT AND IMPORT OF PESTICIDES
(Rupees in crores)
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"Schedule" of the Insecticides Act, 1968. The Registration certificate mandates
that a label be put on the packaging, which clearly indicates the nature of the
insecticide (agricultural or household use), composition, active ingredient,
target pest(s), recommended dosage, caution sign and safety precautions.
Therefore, a pesticide labeled for agriculture should not be used in a household.
The CIB & RC scrutinizes and periodically reviews all pesticides and
their usage, some are banned from registration (Table 3.9). Sometimes a
pesticide can be banned even after registration when it causes serious
environmental and public health concerns. Some pesticides are meant for
"Restricted Use" (Table 3.10) which means that they can be used only for
prescribed purposes and by authorized personnel by obtaining the appropriate
Government license.
TABLE 3.9
LIST OF PESTICIDES FOR WHICH REGISTRATION REFUSED
S. No Name of pesticide Pesticides Banned for manufacture, import and use (25 Nos)
1. Calcium Arsonate Aldnn
2. EPM Benzene hexachloride
3. Azinphos Methyl Calcium cyanide
4. Lead Arsonate Chlordane
5. Mevinphos (Phosdrin) Copper acetoarsenite
6. 2,4,5-T Cibromochloropropane
7. Carbophenothion Endrin
8. Vamidothion Ethyl Mercury Chloride
9. Mephosfolan Ethyl Parathion
10. Azinphos ethyl Heptachlor
11. Binapacryl Menazone
12. Dicrotophos Nitrofen
13. Thiodemeton / Disulfoton Paraquat dimethyl sulpha
14. Fentin acetate Pentachloronitrobenzene
15. Fentin hydroxide Pentachlorophenol
16. Chinomethionate (Morestan) Phenyl mercury acetate
17. Ammonium sukphamate Sodium methane arsonate
Tetradifon
Toxafen
Aldicarb
Chlorobenzilate
18. Leptophos (Phosvel)
Dieldrine
Maleic hydrazide
Ethylene dibromide
TCA (Trichloro acetic acid)
Source: Directorate of Plant, Protection, Quarantine & Storage
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B. Pesticide / Pesticide formulations banned for use but their
manufacture is allowed fir export (2 Nos): Nicotin sulfare and Captafol 80 per
cent Powder
S. No Name of Pesticides
1. Aluminium Phosphide
2. DDT
3. Lindane
4. Methyl bromide
5. Methyl parathion
6. Sodium cyanide
7. Methoxy ethyl mercury chioride (MEMC)
8. Monocrotophos (banned for use on vegetable)
9. Endosulphan
Source: Directorate of Plant, Protection, Quarantine & Storage
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2 per cent of the world’s pesticides, one of the lowest per-hectare consumption
rates in the world.
TABLE: 3.11
SIGNIFICANCE OF SYMBOLS ON THE PESTICIDES CONTAINER
OR PACKING OR LABEL
Nothing can be more disheartening for farmers when a large part of their
production is destroyed by insects, weeds and pests. However, it is not wrong
to say that protecting agricultural farms and lands from these unwanted pests is
a tough task. But, with the availability of several kinds of agrochemicals, these
problems can be solved to a significant level. Agrochemicals are those kinds of
substances, which are actively used in managing agricultural ecosystem. These
products, commonly referred as crop protection chemicals play a vital role in
controlling the attacks of pests, weeds, fungi, diseases and other undesirable
pests which pose serious threats to the crop production. Agrochemical products
include wide ranges of pesticides, insecticides, herbicides and fungicides.
These agrochemical products aid in protecting crops from the harmful attacks
of pest, insects, unwanted weeds and fungi respectively. It may also include
synthetic fertilizers, hormones and other chemical growth agents, and
concentrated stores of raw animal manure. It is to be noted that safety of
agrochemical products for consumer and environment is carefully regulated
and only after a comprehensive safety assessment, a particular agrochemical
product is allowed to be sold within a country. Each agrochemical product has
a specific application that is clearly mentioned on its label for clearly stating its
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use to the consumers. Education and training programs are also organized to
convey the safe and proper use of the crop protection products. Moreover,
recommended precautions that have to be adopted while using these products
and the effective way of applying the agrochemical products are also taught to
increase productivity and save input costs.
It is now a well-known fact that India has become a major centre for
chemical and pharmaceutical Industry. Many factors play vital role in
flourishing chemical and pharmaceutical industries in India, but one cannot
ignore Gujarat's contribution to flourish these industries. Ankleshwar based
GIDC is Asia's largest industrial development centre which is also renowned
for utmost chemical zone with modern infrastructure facilities. All kind of
chemical manufacturing companies are there; from small traditional company
to multinational giants have their base in Ankleshwar. All kind of chemical
products are produced. From pharmaceutical product to agrochemical products
everything is produced at same industrial estate.
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3.8.2 Marketing of Pesticides
Agriculture has an impact on the lives of everyone, from farmers to
consumers. Pesticides companies play an important role and responsibilities in
agribusiness. They are committed to sustainable agriculture, through
innovative research and technology.
a. Product
The products offered by Syngenta are premium end products and hence
are priced slightly higher. But their product range consists of the best that is to
be offered in the market due to their immense R&D activities and emphasis on
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technology. The farmers too believe in the quality of their products and price
comes secondary to such quality products.
EXHIBIT: 3.3
CHANNEL OF DISTRIBUTION
Dealer /Retailer
Farmer
d. Promotion
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very judiciously since many of the farmers are not educated. For print
advertising, popular regional newspapers or trade journals are used. For
television advertising, regional television is used extensively and the most
preferred channel is Doordarshan since the reach of Cable television is
minimal. Programmes like “aamchi maati, aamchi mansa” which are targeted
towards farmers are used advertising. 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. Films and
slides are another very effective way of marketing. T h e y a r e screened at
village theatres or at farmer meetings specially organized to inform them about
the product. The films are either educational where only the product story is
told or they may be theme based like a feature film wherein the product story is
told through dramatization of a theme which appeals to the farmer. Other
media used are wall paintings, hoardings and point of purchase media like
posters and danglers.
e. Public relations
This element is used to build preferences and awareness among the
farmers. This is done through trade fairs, sponsorship of events, public service
activities. For instance, Syngenta is involved in a project called “Project
Sahyog” to help farmers cultivating rice. It also organizes lot of training
programmes to create awareness and train the farmers about modern farming
techniques and use of High Yielding Varieties. This is in short the marketing
strategy of Syngenta Cropscience. Other agrochemical companies also adopt a
similar strategy.
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3.9 Competitive Positioning of the Key Players
The Indian pesticides market can be divided into three major groups as
follows: On the one hand, there are large Indian companies that produce both
technical grade pesticides and formulations and have a large product portfolio
of generic products. Key players among them are Excel Industries, Rallis
Industries. On the other side, there are a larger number of subsidiaries of
multinational companies catering to niche segments like specialty products.
The chief players are Monsanto Chemicals, Bayer (India), Novartis (India) and
Cyanamid Agro. Lastly, there is presence of a large number of small players
engaged in formulation business. The local market is characterized by large
capacities with low capacity utilization that has resulted in a steady decline in
the selling prices of many generic products. The uncertain weather conditions
coupled with long credit period for farmers and poor economic status of
farmers have resulted in low margins for the players in the industry. Many
Indian players have very little investments in research and development
activities. Consequently, the Indian players own very few proprietary
molecules and product patents. Patent protection is necessary so that producers
can invest in intensive research and development and identify new and more
effective but less harmful products. The following factors are considered by
industry players as critical for the future growth in this industry:
To have a global reach: There are more than 100 countries particularly
high priced US and European markets, which offer opportunities for the
Indian players to improve sales revenues and improve capacity
utilization.
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geographically across cities and regions will enable the players to
consolidate their position with reference to unorganized players.
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References
Pesticides in Agriculture,
http://agropedia.iitk.ac.in/?q=content/pesticides-agriculture, Thu,
11/06/2009
http://www.indiastudychannel.com/resources/126100-
PESTICIDES.aspx
http://www.pesticides-india.com/
Ashok Kumar Ora, Bharat Bhushan Sharma ,Manish Singhal and
Kamal Bhukkal, Report on Pesticides Industry, Submitted to Institute of
Agri Business Management, S K Rajasthan Agricultural University, Bikaner. 2011
Sujit Choudhury (2002), Distribution network analysis for marketing of
fertilizer in West Bengal, http://www.geospatialworld.net
Marketing of Pesticides: Case study on Syngenta Croscience, Project on
Agrochemical, http://www.scribd.con/doc/21254546/Project-Report-on-
Agrochemicals 26
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