STUDY OF EFFECTIVENESS OF VARIOUS PROMOTIONAL INPUTS IN AGROCHEMICAL MARKET IN THREE DISTRICTS (NADIA, NORTH 24 PGS AND HOOGLY) OF WEST BENGAL

Submitted to : Excel Crop Care Limited 503, Central Plaza 2/6 Sarat Bose Road, Kolkata- 700020

Submitted By:

Jayeeta Das Lucina Yeasmin Ruby Banerjee

Ramakrishna Missionh Vivekananda University, Narendrapur Kolkata: 103

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DECLARATION :This is to be declare that , we Jayeeta Das, Lucina Yeasmin and Ruby Banerjee the student of Msc. in Agricultural Biotechnology of Integrated Rural Development and Management Faculty Centre, Ramakrishna Mission Vivekananda University, Ramakrishna Mission, Narendrapur, have given original data and information to the best of my knowledge in the project report titled as Study of effectiveness of various promotional inputs in agrochemical market in three districts (Nadia, North 24 pgs and Hoogly) of West Bengal for Excel Crop Care Ltd. And that no part of this information has been used for any other assignment but for the partial fulfillment of requirements towards the completion of the said course.

DATE: PLACE:

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ACKNOWLEDGEMENT:Acknowledgement in my opinion is very difficult to write in words, where I feel emotional and at the same time need to recall all those incidents, where I received help from others. With due regards and foremost responsibility, I first thank God and my parents whose blessing and inexpressible support are my most valuable assets. We would like to thank the Dean of Ramakrishna Missioin Vivekananda University , Dr. Manas Ghosh, our Course co-ordinator Dr. Nasim Ali , who gave us this opportunity to have an exposure in the corporate world. We express my sincere gratitude towards Mr.Shankar Basak, Regional Manager of Excel Crop Care Ltd for giving us this opportunity to work with his organization. This experience of working Will give us the different analytical attitude to work which make us successful in the future project of life. We are also thankful to Mr. Subhas Mandal ( Area Manager of Bengal II) and Mr.Ashis Bhadra (Area Manager of Bengal I) and also Mr.Subir Saha, Mr.Soumitra and Mr. Shaymal (Commercial Trainee of N. 24 Pgs, Nadia and Hoogly ) to help us and give us the guidelines in our work areas all the time. I would like to express my gratitude towards all the farmers, Dealers, Retailers and Distributors for giving their valuable time to us and all those people who came in contact with us and cooperate with us in any manner during our project work.

Date: Place:

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Content :SL. NO 1 i ii iii iv v vi 2 i ii 3 i ii iii 4 5 6 DETAILS Introduction About Excel crop care Limited Background of Excel crop Care Limited Philosophy of the Organization Objective of the Organization Activities of the Organization Organizational Set up Materials Locations Questionnaires Methodology Data collection through personal interview Method demonstration Result demonstration Result and discussion conclusion References PAGE NO 5 6 6 7 7 8 8 9 9-10 10-12 13 13-14 15-16 16-18 19-29 30 30

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Introduction:We the student of semester IV, Agricultural biotechnology, Ramakrishna Mission Vivekananda University, Narendrapur were sent to Excel crop care Limited for a period of 15 days to experience learning through organizational attachment. Field experience in attachment with Excel crop care Limited was excellent. Our main objective was to learn the process of feedback collection and to interact with the farmers. As a student of Agricultural Biotechnology the knowledge of how to interact with the farmers, our target group is very much required. The company sent us in various markets of Nadia, North 24 Parganas and Hooghly districts. We visited many pesticide retail shops, Dealers, Distributors and as well farmers in the field. It was a great exposure. Our main objective was to get feedback about some new generation insecticide, herbicide and some banned product.

Our period of learning session started from 21st February, 2011 and continued till 3rd March, 2011.

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ABOUT EXCEL CROP CARE LIMITED

Excel Crop Care Limited is an India-based company. It is engaged in the business of agrochemicals comprising insecticides, herbicides, fungicides, fumigants and rodenticides. The products of the Company include soil enricher, bio-pesticides and plant growth promoters. The company offers insecticides that include Endosulfan, Chlorpyriphos, Profenophos, and Imidachloprid; fungicides comprising Sulfex 80% WP and Sulfex Gold 80% WDG; and herbicides consisting of Isopropylamine Salt of Glyphosate and Ammonium Salt of Glyphosate. It also provides rodenticides, such as Zinc Phosphide; and fumigants, which include Aluminium Phosphide. In addition, the company offers seed dressing products and plant growth promoters; biologicals comprising composters, soil enricher, organic fertilizers, nutrient mobilizers, seed growth enhancers, plant growth enhancers, and biopesticides; Fishcel, a biological phytoplankton growth enhancer; and involves in trading of chemical products. Its products are used in various crops, such as cotton, mango, paddy, soybean, tur, and vegetables.

Background of Excel Crop Care Limited

Excel Industries, the companys founding company, started off in a kitchen laboratory in 1941. Today it is ranked among industry leaders with a turnover exceeding Rs 4000 million. Since its inception, Excel Industries has built a solid history and reputation of developing, manufacturing and exporting chemicals. The company achieved over 100 product and process breakthroughs that are serving the specific needs.6

Philosophy of the organization

Since its inception, Excel Industries has built a solid history and reputation of developing, manufacturing and exporting chemicals. The company achieved over 100 product and process breakthroughs that are serving the specific needs of various clients even now. Excel Crop Care was set up in 2003 and actively promotes Integrated Pest Management (IPM) to Indian farmers. The company is demonstrating the use of Integrated Crop Management (ICM) techniques to the farmers, using innovative methods. In keeping with the philosophy of its founder, Mr. C. C. their individual as well as their corporate character, integrity and professionalism is under scrutiny. As a result, company always keep the virtues of high quality, cost effectiveness, consumer need fulfillment, fair prices and fair trade practices uppermost in their minds.

Objective of the organization

The organization has the following objectives:1. To produce chemicals that help to reap richer rewards for farmers across India. 2. To understand the criticality of their products to farmers livelihood. 3. To provide not only chemicals but guidance and confidence to them.

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Activities of the OrganizationExcel Crop Care Limited represents over 60 years of excellence in crop protection. The company marks their presence on the global map offering international quality of agro chemicals. Equipped with state of the art manufacturing facilities at 3 sites, a strong network of more than 40000 dealers and a scientific approach towards agriculture has been valued by both growers and dealers. The company understands cultivation from soil, seed, crop care to harvest, enabling farmers to opt insecticides, herbicides, fungicides, fumigants and rodenticides judiciously. So, we have learned about the different activities of this organization, Excel Crop Care Limited mainly in different villages in three districts- Nadia, North 24 Parganas and Hooghly.

Organizational Set upGeneral manager Controls 5 regions

Deputy general manager

Area Manager

District wise supervision

Deputy manager

Assists new commercial trainee Assistant manager

Commercial Traineee

Field Demonstrator

Field promotion

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MATERIALS :LOCATIONThree districts we surveyed: Nadia: North Chandamari, Iswaripur, Nagarukhra, Haringhata, Ranaghat, Chakdaha North 24 Parganas: Nahata, Gaighata, Teghsria pota, Rampur, Vannapara, Rajapur, Gopalpur Bazar Hooghly: Patuli gram, Girat, Badagachi, Inchhura Bazar, Karinnya, Anukhal (Bardhaman border)

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QUESTIONNAIREWe were provided with two structured, close ended questionnaires:

QUESTIONNAIRE -1 Date : Place : Name : Status : Dealer Mobile No : Weedicides commonly sold / used by the dealer / farmer ( Only technicals ) : Farmer /

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Is he aware about application of Glycel / Excel Mera 71 : No If yes then who explained the product : (Please tick) - Company leaflet/ dealer/Govt.official/others Is he aware about Excel Mera guard and inter row application of Excel Mera 71 : No If yes then who explained the product : (Please tick) - Company leaflet/ dealer/Govt.official/others Brands of Glyphosate 41 % SL and Glyphosate 71 % WDG sold by dealer / Retailer :

Yes /

Yes /

Which is the highest selling brand and their quantities from his counter for both the formulations : Glyphosate 41 % SL : Glyphosate 71 % WDG : Insect / Disease /

Which pest does the farmer/ dealer find most harmful ? (Please Tick ) Weed/others

Is the farmer/ dealer aware about the harm caused by weeds : (Please Tick) No Will he use Excel Mera 71 to control his weed problem ?(Please Tick ) No Does he find Excel Mera 71 to be cost effective ? / No

Yes /

Yes /

Yes

QUESTIONNAIRE - 2

Date : Place : Name :

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Status : Dealer Mobile No : Combi products sold by the retailer : 1) 2)

Farmer /

3) Highest selling combi product -

4)

5)

Granular insecticides sold by the retailer : 1)

2)

3) Highest selling granular insecticide -

4)

5)

Is he aware about the withdrawal of Endo + Cyp and Chloro + Cyp from market : Insecticides commonly used by the farmer : 1 ) 2)

Yes / No

3) Does the farmer use Celcron ? Does he know about Hitcel ? Does he know about Ultimate ? Does he uses an adjuvant ?

4)

5) Yes / No Yes / No Yes / No Yes / No Yes / No

Has he used Aminocel Gold / Herbozyme : What miticide does he use ? Has he used Pyromite ?

Yes / No

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METHODOLOGY:DATA COLLECTION THROUGH INTERVIEWThe data were collected by presenting stimuli to the respondents in the form of questions. The questions were presented to the respondents in a face to face situation as oral-verbal stimuli, and the researcher or personnel trained for the purpose (Interviewers, enumerators) note down their oral-verbal responses. This method is known as interviewed method and the set of questions is known as the interviewed schedule. In this survey (surveys are concerned with describing, recording, analyzing and interpreting conditions that either exist or existed) we interviewed during this investigation process at three different levels of company distribution chain- distributor, dealer/ retailer and farmers by using two types of questionnaire forms. We obtained this primary data through direct communication with respondents through personal interviews.

Personal interview with dealers in in Nadia

Personal interview with distributor N. 24 Pg

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Presonal interview with Retailers in Hoogly

Presonal interview with farmer in N. 24 PGS

Group interaction with farmers IN Hoogly

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METHOD DEMONSTRATION:Demonstration may be aimed at showing and promoting a method technique. In method demonstration basically shows farmers how to do something. Farmers are shown step by step how the method of application is demonstrated. So, a method demonstration is given before a group of farmer to show how to carry out an entire new practice in a better way. Basically, it is essentially a skill training where the emphasis is on effectively carrying out a job, which shall improve upon the result. The agent will probably be dealing with farmers who already accepted the particular practice being demonstrated or at least have heard about it. Farmers like to see how a new idea works and what effect it can have on their crop or livestock production. This can be done by means of on farm demonstration. A good, practical demonstration is an individual method in extension work. It is a practically powerful method to use with farmers who do not read easily and who therefore cannot rely on print media for up to date agricultural information. The method demonstration has done on paddy in farmers field at Nadia. We demonstrated a product of Excel Crop Care Limited, Makeup which is used as a plant growth enhancer(Biological).It is applied with a fertilizer(Urea/DAP/others granular fertilizers) at the time of seed sowing/after 20-30 days of seedlings sowing (during first top dressing). It promotes the root growth and thus enhances the yield of the crop plants

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UREA

Product of Excel

Spreading in the paddy field

Mixing of Make up with UREA

RESULT DEMONSTRATION:The main purpose of a result demonstration is to show local farmers that a particular new recommendation is practicable under local conditions and that it can benefit them. Comparison is the important element in a result demonstration .As for e.g. in this result demonstration method the farmers can compared the result of two Paddy field, with Make and without Makeup where sowing process was done at the same time.16

Until farmers have seen the results of a recommended practice for themselves, they may not be convinced by previous recommendation. Seeing the actual results of a new practice recommended can help to create confidence among the farmers and can greatly encourage them to try the practice for themselves. Explaining the economic aspects of the demonstration may be particularly important. By emphasizing the increased value of a crop or livestock enterprise as a result of following the demonstrated practice, or the reduced costs of inputs, the agent will be providing farmers with the kind of information they need in order to reach a decision for themselves about adopting it or not. A result demonstration is an ideal way to present to farmers with a comparison between traditional and new practices. It can also help to established general confidence in more advanced farming methods and in ideas originating from research stations., Farmers experiments with and adapt their own technologies. The agents should be aware of farmers in the area who have been particularly successful in their farming activities and consider whether their farms could be used as a result demonstration, to show other farmers what can be achieved using the available resources and technology. We did result demonstration in a field where prior Method Demonstration Of Make Up was organized. We uprooted two plants each from two fields of Make Up treated and untreated field respectively. The date of transplantation of the two fields was same and other treatments were same except Make Up. We noticed the obvious differences in the root growth of two plants.

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Make Up treated plant is in the right and Untreated plant is in the left

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Result and discussion:

Harbicide used by farmers in differnt areas (n=9)25 20 15 10 5 0 9 6 3 9 9 7 6 3 5 9 3 3 1 N. 24 Pgs Nadia 4 3 1 1 1 1 Hoogly

Herbicide commonly sold by dealer, retailer & distributor (n=11)35 30 25 20 15 10 5 0

10 11 11

10 9 11

9 8 11 9 8 5 5 2 4 1 1 1 N. 24 Pgs Nadia Hoogly

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According to Farmers , dealer & distributor the five main herbicide which is used in field of Nadia , N.24 pgs & Hoogly are Glyphosate ( 41 & 71% ) , Paraquat, Pretilachlor & Butachlor which varies area to area depanding on crop. Mainly use of Glyphosate ( 41% & 71% ) and Paraquet is throughout the areas but as pretilachlor and butachlor is mainly used in paddy field and Hoogly is mainly Onion & potato based it is not popular there.

Awareness of farmers about Excel Mera and Glycel (n=9 )20 15 10 5 0 Nadia Hoogly N. 24 Pgs 9 8 9 9 6 6 Excel Mera 71 Glysel

Most of the farmers and all the dealers , retailers & distributors are aware about Excel Mera 71 & Glycel. But the farmers are more familiar in Mera 71 rather than Glycel. This awareness among farmers are coming from Retailers and among retailers from company personnel. The role of field demonstrator and commercial trainee is satisfactory to reach the farmers, the target group.

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CommonBrands of Glyphosate ( 41%& 71% ) used by the farmers (n=9)25 20 6 15 10 5 6 4 3 8 9 9 4 N. 24 Pgs Nadia Hoogly

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3 1 1 0 Round up 41% Glycel 41% Tropical 41% Rapid 41% mera Nagarjun 71% Excel 71%

Different brands of Glyphosate 41% & 71%30 20 10 0 9 8 10 9 11 7 N. 24 Pgs 11 Excel mera Cheminova Crystal Nagarjun 71% Tropical Jower 3 1 2 1 1 1 Nadia Hoogly

The main bands of Glyphosate 41% is Glycel and round up and Glyphosate 71% is Excel Mera 71%. According to dealer, retailer & distributor use of Glycel & round up is more or less same but according to farmers round up is more popular as because it is already established and more cost effective than glycel

Glycel 41% Round up 41% UPL crystal Tripocal Cheminova Indofil Bayer TATA Biostat Nagarjun ECI Gardha Hindustan Prime agro

11 7 1 3 5 3 1 1 2 2 2 1 1 1 1 1 1 2

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Harmful in crop according to farmers ( n=9)16 14 12 10 8 6 4 2 0 Insect Desease Weed 4 3 3 3 1 3 2 8 N. 24 Pgs Nadia Hoogly

Most harmful pest for crops (n=11)16 14 12 10 8 6 4 2 0 Weed Desease Insect 4 7 5 7 4 4 N. 24 Pgs Nadia Hoogly 4

Majority of dealers , retailers & distributors accept that weed is the most harmful pest for crops, but still most of the farmers thinking that insect is more harmful than others and it is more in North 24 pgs. Some farmers and retailers are convinced that weed can be managed manually and it apparently causes no harm to the crop.

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Combi products used by the farmers (n=9)20 15 10 5 0 6 2 9 3 9 1 0 9 1 N. 24 Pgs Nadia Hoogly

Combi product sold by retailer, dealer & distributor N=1135 30 25 20 15 10 5 0 11 9 11 7 9 7 6 6 4 N. 24 Pgs 3 2 2 Nadia Hoogly

The main three combi products are used by farmers are Chloropyriphos+ Cypermethrin, Cypermethrin + Prophenophos & Triazophos + Deltamethrin. Although the combination of Endosulfun+ Cypermethrine has been banned from the market the demand for this product in the market is very high.

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Granular insecticides used by farmers ( n=9)20 15 10 5 0 9 6 5 5 9 3 3 7 1 1 1 N. 24 Pgs Nadia Hoogly

Granular insecticides sold by retailer, dealer & distributors ( n=11)35 30 25 20 15 10 5 0 11 11 11 7 11 11 6 3 7 N. 24 Pgs 2 3 1 0 2 0 Nadia Hoogly

The main three granular insecticides used by the farmers are cabofuron 3G, Phorate 10G,. and cut up hydrochlorite. Out of this three Carbofuron is mainly used.

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According to farmers best five common insecticides ( n=9)8 7 6 5 4 3 2 1 0 1 6 3 3 1 3 6 2 3 N. 24 Pgs Nadia Hoogly

According to dealer, retailer & distributorFirst five common insecticide used by farmers20 15 10 5 0 11 2 6 1 2 7 3 7 5 2 3 3 N. 24 Pgs Nadia Hoogly

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Awareness of different products of Excel in different areas ( n= 9)25 20 15 10 5 0 9 5 8 9 9 4 9 4 8 3 9 2 3 9 2 3 6 3 N. 24 Pgs Nadia 0 Hoogly

Awarenes of dealer retailer & distributob aboutdifferent excel product35 30 25 20 15 10 5 0

10 9 11

11 9 11

10 9 11

9 9 11

6 8 11 7 6 3 1 1 3 N. 24 Pgs Nadia Hoogly

All the dealers, retailers & distributors & farmers are fully aware about adjuvant and very few are known about the new upcoming product ultimate. The pyromite is also very much popular among dealer, retailer & distributor.

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Awarenes of farmers about Excel Mera Gourd and Row application of Mera 71 (n=9)6 5 4 3 2 1 0 Nadia N. 24 Pgs Hoogly 6 4 3 Awareness

Awarenes about excel Mera guard and row application of Mera 71 (n=11)12 10 8 6 4 2 0 Hoogly Nadia N. 24 Pgs 11 8 5 Awareness

In Nadia farmers are more aware about excel Mera Guard and row application of Mera 71 where as In Hooghly retailers, dealers &distributors are more aware.

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Awarenes of Farmers about withdrarl of Cyper + Endo & Chloro + Cyper (n= 9)10 8 6 4 2 0 Nadia N. 24 Pgs Hoogly 9 6 5 Awarenes

All the dealers , retailers & distributors are aware about the withdrawal of cypermethrine + Endosulfun & Chloropyriphos + Cypermethrine and almost the farmers also known. Out of which farmers in Nadia districts are more aware than other.

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Best four Acaricides used by the farmers (n= 9)20 3 15 6 10 5 0 Pyromite Expremo Rishob 1 Kaka 9 9 6 3 5 3 N. 24 Pgs Nadia Hoogly

According to dealer, retailer & distributor miticide used by farmers30 25 20 15 10 5 0 Pyromite Abamectin 11 6 5 0 Rishob 1 9 2 5 8 6 3 3 Kaka 6 Expremo 10 N. 24 Pgs Nadia Hoogly

Pyromite is very popular among farmers and most of the farmers use pyromite , Beside pyromite Abamectin and some bio products are also popular among farmers. There are lots of bio products available in the market and these are used by the farmers reliably.

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Conclusion:During this survey we have gained a brief knowledge of the crops of that area and the agrochemicals generally they use. The crops generally grown in Nadia are paddy, different vegetables and in some parts floriculture, jute, plum; in North 24 parganas brinjal, different vegetables and paddy; in Hooghly mainly onion and potato etc. The farmers of Nadia are well aware about the problems created by weeds and they use different formulations of herbicides. Whereas, in North 24 parganas the awareness is quite less and they mainly uses insecticides as they have the concept that insects causes most harms to their crop. According to them the weeds can be controlled manually and it is far less dangerous to their crops. The three districts we surveyed have potential markets for agrochemicals. We have come to know that in all the three districts the farmers are mostly dependent on retailers for their crop protection and whenever they face a problem consult with the retailers or dealers. The farmers we met are mostly unlettered so promotional inputs like leaflets; banner etc. printing media is less effective. The field demonstrator of the company conducts method demonstration and result demonstration at different times to aware about the agrochemicals, their effect and utilization procedures. The farmers are well aware about different products of Excel Crop Care Ltd. Company and they faithfully use many of them such as Excel Mera 71. The brand Excel Mera 71 is very popular of glyphosate 71% and solely occupies the market of Glyphosate 71%. The retailers mainly get aware of different agrochemicals from the company personnel. Project helped us to learn many things about the rural marketing , distribution channel, sales process, promotional activities carried by different companies, problems in the rural marketing, , buying behavior of the farmers etc.

References: 1.http://www.excelcropcare.com/home.asp 2. www.extension india.com 3. www.agricoop.nic.in , agriculture statics, 9th July 2009. 4. www.mapsofindia.com ,outline map of india, district map, 11th July

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