Summer Project

for

Maharashtra Hybrid Seed Company Limited

Title of the project:

Study of wheat seed market in Haryana

Submitted to:

DA­IICT, Gandhinagar, Gujarat 

 

 

Submitted by:

Anil Kumar Sahu 

ID: 200913009 

Master of Science 

In 

Information and Communication Technology in Agriculture and Rural Development [M. Sc. ICT­ARD] 

 

Dhirubhai Ambani Institute of Information and Communication Technology (DA-IICT)

Gandhinagar-382 007 Gujarat

 

 

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CERTIFICATE

This is to certify that Mr. Anil Kumar Sahu has successfully completed summer internship

project from 3rd May 2010 to 9th July 2010 in Maharashtra Hybrid Seed Company Limited

at Dawalwadi, Jalna, Maharashtra. He worked on the project title “Study of wheat seed

market in Haryana”

His head quarter was at Kurukshetra district of Haryrana. He covered Kurukshetra, Kaithal,

Karnal, Panipat and Jind districts of Haryana. During summer training I found him to be hard

working and sincere.

I wish all the best for his future.

Thanking You

.........................................

Place:............................ Mr. Sanjay Singh

Date:............................ (Product Manager-PMG)

Maharashtra Hybrid Seed Co. Ltd.

Dawalwari, Jalna

Maharashtra

 

 

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DECLARATION

I Anil Kumar Sahu, Post Graduate student of Information and Communication Technology

in Agriculture and Rural Development batch 2009-11, from Dhirubhai Ambani Institute of

Information and Communication Technology (DA-IICT), Gandhinagar, Gujarat. Hereby

declare that this project report titled, “Study of wheat seed market in Haryana” is an

original study and has been carried out by me as a part of summer training in Maharashtra

Hybrid Seed Company Limited (MHSCL) and no any part of this report has been copied

from any source, or if taken, the original source has been given due credit in the content. I

further declare that I have worked for at least two months on our summer training as required

under manual of policies of the our institute.

Place: Gandhinagar Anil Kumar Sahu

Date: 6th Aug. 2010 ID: 200913009

 

 

 

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TABLE OF CONTENTS

S. NO.

HEADINGS PAGE NO.

List of tables 6 List of figures and charts 7 Abbreviations and acronyms 8 Acknowledgement 9 Executive summary 10-11 Company’s profile 12-13 1 Introduction 14-17 1.1 Demography of research area 15 1.2 Area, production and productivity of five districts and State total 16 1.3 Key deliverables of the project 17 2 Research methodology 18-22 2.1 Data type and sources 18 2.2 Research method 18 2.3 Project area 18 2.4 Sampling method 20 2.5 Sample size 20 2.6 Analysis tools 20 2.7 Market survey technique 21 2.9 Data analysis and report 21 2.10 Operational definitions 21 3 Findings and analysis 23-63 3.1 Estimation of wheat acreage 23 3.2 Market potential 24 3.3 Market size 25 3.4 Estimation of seed replacement rate 28 3.5 Drivers for seed replacement 29 3.6 Ability of farmers to pay and pricing strategy in reference to BC ratio 30 3.7 Identification of prevailing products 33 3.8 Analysis of adoption process 34 3.9 Adoption of wheat seed companies by farmers 36 3.10 Penetration of Mahyco 38 3.11 Nature of competition and competitors varieties 41 3.12 Identifying purchasing behaviour 42

 

 

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3.13 Reasons for hybrid/varietal preferences 45 3.14 Competitor’s product mapping 48 3.15 Analysis of market of top selling varieties of wheat in Kurukshetra  

        district 50

3.16 Analysis of market of top selling varieties of wheat in Kaithal district 51 3.17 Analysis of market of top selling varieties of wheat in Karnal district 53 3.18 Analysis of market of top selling varieties of wheat in Panipat district 54 3.19 Analysis of market of top selling varieties of wheat in Jind district 56 3.20 Market development activities 57 3.20.1 Promotional awareness of agri companies in a village 59 3.20.2 Companies campaigning in the village 50 3.20.3 Methods of campaigning by other companies 61 3.20.4 Suggestions for Mahyco’s promotion 62 4 Other relevant information 64-72 4.1 Future potential and viability for wheat varietal and hybrid business 64 4.2 Opportunity areas for Mahyco’s wheat hybrid/varieties 65 4.3 Marketing strategy 67 4.4 Supply chain strategy 72 5 Recommendations and suggestions 73-74 6 Conclusion 75-77 7 References 78 8 Appendix 79-89 Tables Forms

 

 

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LIST OF TABLES

TABLE PARTICULARS PAGE 1 Demographic details of Haryana 16 2 Area, production and productivity under wheat crop in five districts and

state 16

3 Sampling details of farmers and dealer/distributors 20 4 Classification of farmers 21 5 Number of different categories of farmers as per sample size 22 6 Acreage under wheat cultivation in 2006-07 23 7 Acreage under wheat cultivation for 2009-10 and 2010-11 (estimated) 238 Market size of different districts for wheat cultivation 25 9 Share of OP and research variety in the market of different districts 26 10 Seed price rate of wheat variety and Mahyco’s hybrid wheat variety 32 11 List of prevailing varieties 33 12 List of local wheat seed producing companies 37 13 District wise penetration of Mahyco 39 14 List of competitors and its varieties 42 15 District-wise hybrid/varietal preferences 44 16 Overall selling of top competitor’s varieties of wheat in the five districts 48 17 List of top selling wheat varieties in Kurukshetra district 50 18 List of top selling wheat varieties in Kaithal district 52 19 List of top selling wheat varieties in Karnal district 53 20 List of top selling wheat varieties in Panipat district 56 21 List of top selling wheat varieties in Jind district 56 22 Farmer’s needs and wants 67 23 Tehsil-wise awareness of Mahyco’s products 79 24 Tehsil-wise campaigning by agri-companies in a village 80 25 Farmer’s wheat acreage in Kurukshetra district (from sample size) 81 26 Farmer’s wheat acreage in Kaithal district (from sample size) 81 27 Farmer’s wheat acreage in Karnal district (from sample size) 82 28 Farmer’s wheat acreage in Panipat district (from sample size) 83 29 Farmer’s wheat acreage in Jind district (from sample size) 83 30 List of MOP & MRP of all varieties in different districts and total

average of it84

 

 

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LIST OF FIGURES AND CHARTS

CHART PARTICULARS PAGE Figure 1: Haryana state and districts of Haryana for wheat seed market 19 Figure 2: Showing the selling concept and the marketing concept 68 Figure 3: Showing different distribution channels 70 Figure 4: Showing different location for availability of Mahyco’s

product 71

1 Showing acreage under wheat cultivation in different district 24 2 Showing market size of different district of wheat seed 26 3 Showing share of research variety in different districts 27 4 Showing share of OP variety in different districts 275 Showing the market share in different districts 28 6 Showing share of saved seed and purchase seed 29 7 Showing influencers for farmer to decide which variety to buy 35 8 Showing awareness of farmers about wheat seed companies 36 9 Showing awareness among farmers about Mahyco 39 10 Showing different channels of Mahyco’s awareness 40 11 Showing No. of farmers who aware different products of Mahyco 41 12 Showing preference for wheat cultivation in overall districts 44 13 Showing preference of farmers in different district 45 14 Showing reasons for hybrid/varietal preferences 46 15 Showing drivers for seed replacement 47 16 Showing overall selling of top competitor’s variety of wheat in five

districts 49

17 Showing top selling wheat varieties in Kurukshetra district 51 18 Showing top selling wheat varieties in Kaithal district 52 19 Showing top selling wheat varieties in Karnal district 54 20 Showing top selling wheat varieties in Panipat district 55 21 Showing top selling wheat varieties in Jind district 57 22 Showing promotional awareness of farmers about agri company in a

village 59

23 Showing top agri companay campaigning in a village (on the basis of TOMA of farmers)

60

24 Showing campaigning methods by other companies in a village 61 25 Showing suggestion methods for Mahyco promotion 62

 

 

 

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ABBREVIATIONS & ACRONYMS

MHSCL Maharashtra Hybrid Seed Company LimitedTBM Territory Business ManagerTFA Territory Field AssistantDA-IICT Dhirubhai Ambani Institute of Information and Communication TechnologyMahyco Maharashtra Hybrid Seed Company LimitedSAUs State Agricultural UniversitiesSRR Seed Replacement RateADO Agricultural Development OfficerC & F agent Carrying and forwarding agentICT Information and Communication TechnologyMOP Marketing Operating PriceMRP Maximum Retail PriceSC Supply Chain DSCL DCM Shriram Consolidated LimitedTOMA Top of the mind analysisSSCs State Seed CorporationsNTSV Not Top Selling VarietyH Hybrid variety N Neutral O/OP Open Pollinated varietyR Research variety Avg Average ha Hectare Kgs Kilograms Qtls Quintals Rs. RupeesDD 1 Doordarshan Channel 1DBMS Database Management System

 

 

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AKNOWLEDGEMENT

I express my gratitude to Maharashtra Hybrid Seed Company Limited (MHSCL) for

providing me an opportunity to explore my potential and enhancing my practical knowledge

at field level. Experience from summer project is uncountable and it has certainly helped me

to understand the difference between practical and theoretical knowledge. It has also helped

me to learn stressful conditions during market survey and how to cope up with these stresses.

This project helped me to understand dealing of different farmers, dealers/distributors in

respect of their behaviour, perception, thought and attitude.

I would like to extend our sincere thanks and gratitude to my project guide Mr.

Sanjay Singh, Product Manager, MHSCL, Dawalwadi for his kind help and support

throughout the project. His valuable guidance, suggestions helped me in effective making of

this project. I am also grateful to Mr. Vikas Rai Arora, Asst. Manager (Marketing), MHSCL,

Dawalwadi for making comfortable at every steps of this project. He regularly advised me

some useful corrections after evaluating my report of each district. He continuously helped

me a lot in data analysis and report documentation.

Thanks to Mr. Nikhil Solanki, Regional Business Manager (RBM), MHSCL, Agra

who gave names of Territory Business Managers (TBM). Thanks to Mr. Amit Sharma (TBM),

Mr. Randhir Singh (TBM), Naveen Chhabra (TBM), Mr. Kismat Sharma (TFA), Mr. Naveen

(TFA) and Mr. Bhupendra (TFA) all of them helped me in finding five main

dealers/distributors in each tehsil and nearby village for taking data from farmers.

I would like to give special thanks to both dealers/distributors and farmers who gave

valuable time in spite of their hectic schedule for providing data regarding wheat seed.

Finally I would like to thanks all MHSCL team for their kind support in one way or

other in giving good shape of my summer project.

Anil Kumar Sahu

M. Sc. (Information and Communication Technology in Agriculture and Rural Development)

Dhirubhai Ambani Institute of Information and Communication Technology (DA-IICT)

 

 

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EXECUTIVE SUMMARY

This is a report of summer project undertaken for the study of wheat seed market in five

districts of Haryana i.e. Kurukshetra, Kaithal, Karnal, Panipat and Jind. Wheat seed market

is having huge potential in Haryana. Mahyco is a reputed private sector company and it is

pioneer in seed business. Mahyco is a first company to launch hybrid wheat variety.

The objectives of this project are to find wheat acreage, market size, SRR, drivers for seed

replacement, pay and pricing strategy in reference to BC ratio, prevailing products in the

market, adoption process, penetration of Mahyco, competitors varieties, purchasing

behaviour, reasons for hybrid/varietal preferences, product mapping of competitor’s, market

development activities, future potential and viability of wheat varietal and hybrid business,

opportunity areas for Mahyco’s wheat hybrid/varieties and formulating marketing strategy.

For better understanding of wheat seed market, researcher collected primary data by taking

market survey in each tehsil. The data has been collected from both farmers (350) and dealers

(150) on the basis of judgemental and convenience cum random sampling in each tehsil of

above mentioned district with the help of a structured questionnaire which was mainly closed

ended with few open ended options and few rank-wise questions. Researcher has taken data

of at least 10 farmers and 5 dealers (prominent player in wheat seed business) in each tehsil.

Analysis of data has been carried out through MS office Excel.

Total acreage under wheat cultivation in over all five districts was 7.44 lakh ha and estimated

acreage will be almost same in the next year. Minimum and maximum landholding size of

Haryana farmers are 0.5 ha and 212 ha respectively (in sample size). Market potential of over

all five districts is 7,44,000 Qtls and total market size of these district is 2,55,285 Qtls.

Estimated market size in the next year is 2,76,423 Qtls. It means that there will increase of

8.28% in market size in the next year. Higher market size of wheat seed is in Jind followed

by Kaithal, Kurukshetra, Karnal and Panipat district. Share of OP variety in market size is

99.56% and share of research variety is 0.44% in 2009-10 and 99.45% for OP and 0.55% for

research in the next year (expected). Seed replacement rate is 34.31% in over all five districts.

That is good indicator for Mahyco’s hybrid wheat. 65% seeds are saved for sowing purpose

 

 

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and rest 35% seeds are purchased. BC ratio of wheat variety and Mahyco’s hybrid wheat

variety are 17.33:1 and 21.25:1 respectively. Average seed price of wheat variety is Rs.

28.12/Kg and researcher calculated seed price of Mahyco’s hybrid wheat variety is Rs.

42.86/Kg respectively. Farmers get influenced maximum by fellow farmers followed by their

past experience, dealers, government officers, family & relatives, private company’s staff etc.

Majority of farmers are aware of local companies (70%) who produce wheat seed followed

by others companies. 64% farmers who know Mahyco and maximum awareness has been

found through retailers (53%) followed by fellow farmers (34%), farmer meetings (2%), jeep

campaign (1%), banners/poster (1%) and others (9%). Sorghum (SSG) is a top product of

Mahyco because maximum farmers know Sorghum (SSG). Private companies have been

entered in wheat seed business by launching research variety like Balram 011 (a variety of

Krishidhan), Rushi (Vibha Seeds), Super 151, 152, 172 (DSCL), Thunder (Rasi Seeds) etc.

51% farmers prefer to grow OP variety followed by neutral (28%) means prefer to grow any

varieties, Hybrid (20%) and research (1%). Over all dominancy of PBW 343 in all district

except WH 711 a dominant variety in Kurukshetra.70 % farmers who know about

promotional activities of agri Companies in a village. There are dominancy of Bayer Crop

Science in a village followed by Syngenta, TATA, Pioneer, Sumitomo, Chambal Fertilizer,

Nagarjuna Fertilizer, Shriram Fertilizer etc. Best channels for Mahyco’s promotion is farmers

meeting (58%) followed by crop show (15%), jeep campaign (11%), banners/poster (5%),

field visits (4%), leaflets (3%), wall paintings (1%), gift items (2%) and radio (1%).

Opportunities are the good future potential of a company and this opportunity will be

achieved by identifying new Unique Selling Propositions (USPs). Marketing strategy will

depend on 4Ps like product, price, place of distribution and promotion. Farmers are interested

in growing hybrid wheat variety. Kurukshetra and kaithal are showing same level of

Mahyco’s hybrid wheat preference. It needs to do more promotional activities to the farmers

about Mahyco’s hybrid wheat variety.

 

 

 

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COMPANY’S PROFILE

Maharashtra Hybrid Seeds Company Limited, popularly known as 'Mahyco', was established

in 1964 by Dr. Badrinarayan R. Barwale, and is a pioneer and leader in the Indian Seed

Industry. The company strives to provide excellent quality hybrid seeds. Currently, it is

engaged in the research, production, processing and marketing of approximately 115 products

in 30 crop species including cereals, oilseeds, fibre and vegetables. Mahyco is also

developing genetically enhanced crops with the use of gene transfer technology. It is the first

private enterprise in India to produce and market hybrids of Cotton, Sorghum, Pearl Millet,

Sunflower, Maize, Paddy and Wheat Mahyco is the first Indian company to commercially

grow and market transgenic Bollgard cotton (India's first transgenic crop in 2002).

Infrastructure

1. A strong R & D infrastructure developed near Jalna (Maharashtra).

2. An ISO 9001-2000 company with largest multi-location ISO certification in India.

3. Network of more than 100000 farmers in 30 production centers of India.

4. State-of-art Processing units with in-house Quality Assurance facilities.

5. All India marketing network – more than 5000 sales outlets.

Commitment to research and development

Mahyco Research Centre (MRC), at Dawalwadi near Jalna is one of Asia’s most advanced

seed industry Research and Development establishment and is well equipped with state of art

labs for Molecular Microbiology, Seed health, Cytogenetics, Gene discovery & molecular

markers, Pathology, Entomology, Molecular virology and Crop transformation.

Quality assurance at mahyco

The production, processing and packaging of seeds are done as per stringent quality

assurance norms. Mahyco's Quality Assurance laboratory at Dawalwadi (INML-06) has been

granted the status of Member Laboratory of the International Seed Testing Association

 

 

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(ISTA), Zurich, Switzerland since 1999 and the status of ISTA accredited Laboratory since

April 2005.

Awards

1989: National Award for R&D efforts in Agro Industries sector from the Department of

Science & Technology, Government of India.

1990: Award by Indian Society of Science & Technology given to Mr. B. R. Barwale,

founder & Chairman of Mahyco in recognition of his contribution to Seed Industry.

1990: Federation of Indian Chamber of Commerce & Industry, (FICCI) Award for

outstanding achievement in research in Science & Technology to develop Sunflower hybrid.

1996: Honorary Life Membership awarded to Shri B.R. Barwale, by FIS (Federation

International Seeds men) - the apex body of the Seed Associations of the World.

1998: Shri. B.R. Barwale was awarded the World Food Prize for his outstanding achievement

in the enhancement of the world's food supply, by the World Food Prize Foundation, USA.

2001: Shri B.R. Barwale has been awarded with Padma Bhushan on March 21, 2001 by his

Excellency, The President of India for his contribution to trade and economic activity

2003: On 11th May, National Technology Day, the Vice President of India Hon. Shri Bhairov

Singh Shekhawat and other ministries awarded mahyco the first national award for biotech

product Commercialization (Biotechnology Award)

IARI Award presented by the Department of Genetics & Plant Breeding, in recognition of its

outstanding contribution to Seed Industry.

IMC Award for outstanding performance in hybrid Bajra (MBH-110) production.

Life Membership at World Apex body

 

 

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1. INTRODUCTION

Seed is a first and foremost input for better crops. Seed is an indispensable planting material

for continuity of life. Seed plays a critical role in agricultural development. Seeds, which are

considered the carriers of new technology for crop production and higher crop yield. In India

more than four-fifths of the farmers rely on farm-saved seeds leading to a low seed

replacement rate1.

Good quality seed is very important factor to achieve high production of food grains and to

meet foods for fast growing population in the world. High production of food grains enhances

food security and alleviating rural poverty in developing countries and it leads to sustainable

development of life2.

Good quality seed means high genetic purity and identity, as well as high physical,

physiological and health quality2. It must meet specific quality standards prescribed by the

national seed regulations2.

Wheat seed is a consumable agricultural input. Wheat seed marketing is the heart of rural

marketing and ultimately rural development. It supports the farm production which is a

source of income for large mass of rural population. It creates market for other consumable

and durable products in rural areas like fertilizers, pesticides, pump sets, harvesters etc.

Therefore wheat seed marketing is a vehicle of modernization.

Haryana is one of the fastest growing states in the country in agriculture and industry

Haryana is primarily an agricultural state where approximately 70 per cent population is

engaged in agriculture or related activities3. Wheat, rice, mustard and cotton are the major

crops. Haryana is self-sufficient in food production and the second largest contributor to

India's different types of crops3.

Haryana plays a major role in wheat grain production. Haryana is a hub for wheat seed

market. It got rank 4th, 3rd and 2nd in terms of area, production and productivity respectively

 

 

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for wheat cultivation in India4. Haryana contributes 14.04% of total wheat production in

India4.

Farmers of this state are more innovative and they are adopting new agricultural technology.

They adopt new variety of wheat seed but firstly they believe in trial, if trial would show

good result then they are going to adopt new variety otherwise not.

Even though, farmers are not getting good quality wheat seed. Varieties like DBW 17 and

PBW 550 came in market last year but these varieties did not satisfy farmer’s expectation in

terms of yield. Farmers are growing same variety of wheat from very long time because of

unavailability of better substitute. They are more eager to sow high yielding wheat variety.

They do not think much either price of seed or types of variety rather thinking of higher yield.

Farmers of Haryana know that if they continue to cultivate similar variety for many years, the

yield would decrease. Thus they are interested in changing wheat seed but due to

unavailability of better substitute, they sow saved wheat seed and that leads to less

production.

1.1. Demography of research area

Haryana is located in the northwest part of the country and the climate is arid to semi arid.

There are two agro climatic zones in the state. The north western part is suitable for Rice,

Wheat, Vegetable and temperate fruits and the south western part is suitable for high quality

agricultural produce, tropical fruits, exotic vegetables and herbal and medicinal plants6

The state of Haryana is bound by Uttar Pradesh in the east, Punjab in the west, Himachal

Pradesh in the north and Rajasthan in the south. The Union Territory of Delhi juts into

Haryana and is encompassed by it on three sides. The south west of the Haryana is dry sandy

and barren. There are 21 districts, 119 blocks and 6955 villages. The State has population

density of 478 per sq. km. (as against the national average of 312)7

 

 

 

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Table 1: Demographic details of Haryana

S. No. Parameters Values1 Total population (Census 2001) (in millions) 21.142 Geographical area (‘000’ ha) 44213 Cultivable area (‘000’ ha.) 38094 Percent cultivable area 86.25 Net area sown (‘000’ ha.) 35666 Gross cropped area (‘000’ ha.) 65047 Cropping Intensity 182.398 Net area irrigated (Total) (‘000’ ha.) 29369 Fertilizer consumption (kgs/ha.) (2007-08) 20910 Average rainfall (mm.) (2008) 638.411 Marginal farmers (in lakh) (Up to1 ha.) 7.04 (46.1%)12 Small farmers (in lakh) (1-2 ha.) 2.94 (19.3%)13 Other farmers (in lakh) (Above 2 ha.) 5.30 (34.7%)14 Livestock population (in lakh)5 98.97 15 Availability of milk per capita per day (in gms)5 660

Sources: http://mohfw.nic.in/NRHM/State%20Files/haryana.htm & http://agriharyana.nic.in/

 

1.2. Area, production and productivity of five districts and State total

Table 2: Area, production and productivity under wheat crop in five districts and State (in 2006-07)

S. No. Districts Area

(in Lakh hectare)

Production

(in Lakh tonnes)

Productivity

( in Kgs/hectare)

1 Jind 2.13 8.97 4242

2 Kaithal 1.72 7.52 4373

3 Karnal 1.67 7.39 4423

4 Kurukshetra 1.10 5.14 4672

5 Panipat 0.82 3.67 4477

Over all districts 7.44 32.69 4431.4*

State 23.76 100.57 4061.95*

Sources: http://www.agricoop.nic.in/Agristatistics.htm *Average productivity

 

 

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1.3. Key deliverables of the project

i. Estimation of wheat acreage, market and market size.

ii. Estimation of seed replacement rate; drivers for seed replacement.

iii. Ability of farmers to pay and pricing strategy in reference to BC ratio.

iv. Identification of prevailing products (varieties/ hybrids) (current usage by farmers)

and analysis of adoption process.

v. Study the penetration of Mahyco and competitors varieties in the area.

vi. Identifying purchase behaviour and reasons for hybrid/ varietal preferences.

vii. Competitor’s product mapping and market development activities required for

Mahyco to become leader.

viii. To study the future potential and viability for wheat varietal and hybrid business and

identify opportunity areas for Mahyco’s wheat hybrid/ varieties and thereby

formulating its marketing strategy.

 

 

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2. RESEARCH METHODOLOGY

2.1. Data type and sources

Primary data was collected by in depth interview with both farmers and

dealers/distributors to achieve the objectives.

Secondary data was collected from MHSCL, Jalna and government websites on

internet.

2.2. Research method

The data has been collected from both farmers and dealers in each tehsil of a district with the

help of a structured questionnaire which was mainly closed ended with few open ended

options and few rank-wise questions for better analysis of the data. It is necessary to

understand farmers’ perception to make our strategic planning.

2.3. Project area

A market survey was conducted in five districts of Haryana named as follows:-

a) Kurukshetra

b) Kaithal

c) Karnal

d) Panipat

e) Jind

The researcher explained above districts for market survey via showing map of India and

Haryana. (Figure 1)

 

 

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Figure 1: Haryana state and districts of Haryana for wheat seed market research

 

 

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2.4. Sampling method

Dealers: Judgemental sampling and the judgement applied was that the dealer must be a

prominent player in the tehsil market.

Farmers: To know the true picture of wheat cultivation as well as our company awareness

and its products, it is necessary to do convenience cum random sampling for farmers. In

random sampling adequate safe guard were ensured against bias and unreliability.

2.5. Sample size

-Farmers: 350

-Dealers/distributors: 150

Sampling details of farmers and dealers/distributors has been shown in Table 3.

Table 3: Sampling details of farmers and dealer/distributors

S. No. Districts No. of tehsils No. of sample of farmers

No. of sample of dealers/distributors

1 Jind 5 63 282 Kaithal 7 81 323 Karnal 8 94 404 Kurukshetra 5 50 255 Panipat 5 62 25

Total 30 350 150

2.6. Analysis tools

The responses of the farmers and the dealers were properly classified and tabulated in MS

Office Excel for various parameter of study. The data analysis was carried out on tool built in

MS Office Excel like Pivot table. Findings and analysis have been shown through making

table, pie chart, line chart and column chart.

 

 

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2.7. Market survey technique

Direct interview with farmers and dealers/distributors.

2.8. Procedure of market survey

The researcher collected data of at least 10 farmers in each tehsil of a district either by

visiting dealer’s/distributor’s shop or nearby village of a tehsil. Researcher took data of

five main dealers in the tehsil. These five dealers were selected based on the information

collected by company’s staff (TBM & TFA) and further analysis of data.

2.9. Data analysis and report -Data entry

-Data tabulation

-Chart generation

-Application of statistical tools

- Report documentation

2.10. Operational definitions

Farmer: The farmers who have land holding more than 0.5 hectare and growing wheat crop

from last one year.

Classification of farmers on the basis of land holding has been shown in Table 4 and number

of different categories of farmers as per sample size has been shown in Table 5.

Table 4: Classification of farmers

Land holding (ha) Type

1 – 2 Small

2 – 4 Medium

>4 Large

 

 

 

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Table 5: Number of different categories of farmers as per sample size

Districts No. of large farmers

No. of medium farmers

No. of small farmers

Grand Total

Jind 33 21 9 63Kaithal 37 25 19 81Karnal 53 20 21 94Kurukshetra 38 8 4 50Panipat 21 24 17 62Grand 182 98 70 350

Open pollinates / public variety: The variety released by government agencies or State

Agricultural Universities (SAUs)

Research variety: The variety released by private companies.

Hybrid variety: The first generation resulting from crossing of two heterogenic parents.

Neutral variety: Farmers who prefer to be neutral that means they can grow any types of

wheat varieties like OP, research and hybrid.

 

 

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3. FINDINGS AND ANALYSIS

3.1. Estimation of wheat acreage

Table 6: Area under wheat cultivation in 2006-07

Districts Acreage (ha) Jind 2,13,000 Kaithal 1,72,000 Karnal 1,67,000 Kurukshetra 1,10,000 Panipat 82,000

Total 7,44,000 Sources: http://www.agricoop.nic.in/Agristatistics.htm

The above statistics says that total area under wheat cultivation is 7,44,000 ha. The maximum

acreage under wheat cultivation is in Jind followed by Kaithal, Karnal, Kurukshetra and

Panipat district.

Table 7: Acreage under wheat cultivation (in ha) for 2009-10 and 2010-11* in sample size

S. No.

District Acreage under wheat cultivation (2009-10)

Acreage under wheat cultivation in 2010-11*

% Change in acreage

1 Kurukshetra 659 662.5 0.532 Kaithal 1431.5 1457.75 1.833 Karnal 1471.7 1433.2 -2.624 Panipat 660 643.5 -2.505 Jind 818 765.25 -6.45

Total 5040.2 4962.2 -1.55* Estimated

Based on the data collected from farmers of sample size for wheat cultivation (for calculating

area under wheat cultivation for 2009-10 and 2010-11, researcher took variety 1 and variety 2

of a particular farmer as a preference). Researcher found that acreage under wheat cultivation

will be almost same in the next year (2010-11). Table 7 (above) and Chart 1 show that there

is very less variation in area under wheat cultivation in the next year.

 

 

Chart 1: Showing acreage under wheat cultivation in different district

3.2. Market potential

Market potential is determined by total acreage under wheat cultivation multiplied by seed

rate. Seed rate for wheat cultivation is 100 Kgs/ha for OP. After calculating, researcher found

that market potential of five district is 7,44,000 Qtls.

Market potential (Qtls)

=7,44,000 X 100

= 7,44,00,000 Kg

=

                                                      Page: 24 of 89 

 

=7,44,000 Qtls

 

 

                                                      Page: 25 of 89 

 

3.3. Market size

The size of the market has been calculated based on present sales and on estimated sales in

the next year. The following are some information sources for determining market size:-

i. Dealers/distributors data

ii. Government data available on website

Market size of five districts has been shown in Table 8 and Chart 2. It is clearly shown that

Jind district have great potential for wheat seed market followed by Kaithal, Kurukshetra,

Karnal and Panipat. Total market size in five district was 2,55,285 Qtls in the last year and

estimated total market size in five district will be 2,76,423 Qtls in the next year.

Table 8: Market size of different districts for wheat cultivation

Districts Market Potential (Qtls)

Quantity sold (Qtls) in 2009-10

Estimated quantity sale (Qtls) in 2010-11

% change in market size

Jind 2,13,000 79,788 86,796 8.78Kaithal 1,72,000 60,779 61,735 1.57Kurukshetra 1,67,000 58,005 65,537 12.99Karnal 1,10,000 34,752 38,724 11.43Panipat 82,000 21,961 23,631 7.60Total 7,44,000 2,55,285 2,76,423 8.28

Table 9 shows that over all share of OP variety was 99.56 % in the last year and estimated

share of OP variety will be 99.45 % in the next year. Over all share of research variety was

0.44 % in the last year and estimated share of research variety will be 0.55 % in the next year.

Maximum share of OP variety has been found in Jind (99.86 %) followed by Kaithal

(99.81%), Kurukshetra (99.48 %), Karnal (99.38 %) and Panipat (98.27 %) district in the last

year and estimated maximum share of OP variety will be in Jind (99.86 %) followed by

Kaithal (99.82 %), Karnal (99.34 %), Kurukshetra (99.26 %) and Panipat (97.65 %) in the

next year. The maximum share of research variety has been found in Panipat (1.73 %)

followed by Karnal (0.62 %), Kurukshetra (0.52 %), Kaithal (0.19 %) and Jind (0.14 %) in

 

 

the last year and maximum share of research variety will be in Panipat (2.35 %) followed by

Kurukshetra (0.74 %), Karnal (0.66 %), Kaithal (0.18 %) and Jind (0.14 %) in the next year.

Chart 2: Showing market size of different district of wheat seed

Table 9: Share of OP and research variety in the market of different districts

2009-10 2010-11 (Estimated) S. No.

Districts Share of OP* variety (%)

Share of research* variety (%)

Share of OP variety (%)

Share of research variety (%)

1 Kurushetra 99.48 0.52 99.26 0.742 Kaithal 99.81 0.19 99.82 0.183 Karnal 99.38 0.62 99.34 0.664 Panipat 98.27 1.73 97.65 2.355 Jind 99.86 0.14 99.86 0.14Over all share 99.56 0.44 99.45 0.55

* OP varieties is released by Government agencies or State Agricultural University (SAUs)

                                                      Page: 26 of 89 

 

*Research variety is released by Private companies

 

 

Chart 3: Showing share of research variety in different districts

                                                      Page: 27 of 89 

 

Chart 4: Showing share of OP variety in different districts

 

 

Chart 5: Showing the market share in different districts

3.4. Estimation of seed replacement rate

Total acreage under crop (in Qtls) = 7,44,000 (in year 2006-07)

Acreage under brought seeds (in Qtls) = 2,55,285 (Total sold quantity by dealers in 2009-10)

Seed replacement rate (SRR)

= X 100

= X 100

= 34.31 %

Saved seed (Qtls) = Total acreage under crop (Qtls) – Acreage under brought seeds (Qtls)

= 7,44,000 – 2,55,285

= 4,88,715

                                                      Page: 28 of 89 

 

Therefore, researcher found that seed replacement rate (SRR) of five districts is 34.31 %.

 

 

Chart 6: Showing share of saved seed and purchase seed

Chart 6 (above) shows that 66% seeds are saved for sowing purpose. Only 34% seeds have

been purchased last year.

3.5. Drivers for seed replacement

The farmers cited different reasons as their driver for seed replacement of an existing variety.

These are:-

i. Low grain yield

ii. Low straw yield

iii. Disease susceptibility

iv. Poor roti quality

v. Lodging susceptibility

                                                      Page: 29 of 89 

 

These reasons have been mentioned more lucidly in Chart 15.

 

 

3.6. Ability of farmers to pay and pricing strategy in reference to BC ratio

Pricing is an important strategic issue because it is related to product quality, channel of

distribution and promotion.

Farmers are not very price conscious. Some of the farmers had been grown research variety

of private company even at higher seed price (Rs. 35-40/Kg). Farmers hire land from other

farmers on rent (Theka). Now days, they are taking agriculture in the form of agribusiness

rather than just as a source of living.

Researcher described about pricing strategy of Mahyco’s hybrid wheat as follows:

Wheat variety:

Average seed price of all existing wheat varieties was found to be Rs. 28.12 /Kg and

researcher is looking for the benefit of Mahyco’s hybrid wheat over other wheat variety

(calculated seed price has been shown in Appendix, Table 30).

Seed rate of wheat variety (Kgs/ha) = 100

Seed cost of wheat variety for one hectare (Rs. /ha) = 28.12 X 100

=2812

Grain selling price of wheat variety (Rs. /Qtls) = 1100

Average productivity of wheat variety (Qtls /ha) = 44.31 (Average productivity of selected five districts as shown in Table 2)

Income per hectare (Rs. /ha) = Average yield of wheat variety (Qtls/ha) X Grain selling price

of wheat variety (Rs./Qtls)

= 44.31 X 1100

= 48741

BC ratio of wheat variety with respect to seed = = 17.33

                                                      Page: 30 of 89 

 

 

 

                                                      Page: 31 of 89 

 

Mahyco’s hybrid wheat variety

Seed rate of Mahyco’s hybrid wheat variety (Kgs/ha) = 60

Average productivity of Mahyco’s hybrid wheat variety (Qtls/ha) = 49.67

Grain selling price of Mahyco’s hybrid wheat variety (Rs. /Qtls) = 1100

Note: Yield of Mahyco’s hybrid wheat is 49.67 Qtls/ha (Average yield of Pratham 7272 in all

trial districts of Haryana is 49.67 Qtls/ha, Marketing demo data (2008- 2009). Reference: Dr.

A.M.Rao, Group Leader, Course Grain Breeding, MHSCL, Dawalwadi, Jalna)

Income per ha (Rs. /ha) = Yield of Mahyco’s hybrid wheat variety (Qtls/ha) X Grain selling

price of Mahyco’s hybrid wheat variety (Rs. /Qtls)

=49.67 X 1100

=54637

Now researcher calculated extra benefits over wheat variety

Extra benefits over wheat variety (Rs.) =

Income per hectare of Mahyco’s hybrid wheat variety (Rs./ha) –

Income per hectare of wheat variety (Rs. /ha)

= 54637 – 48741

= 5896

Now company will add 20-30% of extra benefits over wheat variety on seed cost of wheat variety (Reference: Mr. Vikas Rai Arora, Asst. Manager, Marketing, MHSCL, Dawalwadi)

Researcher considered 25% of extra benefits that will have to add in seed cost of wheat variety

25% of extra benefits over wheat variety = 5896 X 25%

= 1474 rupees

Company will add this amount on seed cost of wheat variety that would be the seed cost of Mahyco’s hybrid for one hectare.

 

 

=1474 + seed cost of wheat variety (Rs./ha)

=1474 + 2812 = 4286

Now seed price of Mahyco’s hybrid wheat seed (Rs. /Kg) = = 42.86

Seed cost of Mahyco’s hybrid wheat seed (Rs. /ha)

= Seed rate of Mahyco’s hybrid wheat seed (Kgs/ha) X Seed price of

Mahyco’s hybrid wheat (Rs. /Kg)

=60 X 42.86

=2571.6

BC ratio of Mahyco’s hybrid wheat with respect to seed =

=

=21.25

Therefore BC ratio of Mahyco’s hybrid wheat with respect to seed is 21.25 and researcher

calculated that price of Mahyco’s hybrid wheat seed should be Rs. 42.86 /Kg.

Table 10: Seed price rate of wheat variety and Mahyco’s hybrid wheat variety

Parameters Wheat variety Mahyco’s wheat hybridSeed price (Rs./Kg) 28.12 42.86*Seed Rate (Kgs/ha) 100 60Yield (Qtls/ha) 44.31 49.67Grain selling price (Rs./Qtl) 1100 1100Income per hectare (Rs. /ha) 48741 54637Extra benefits over wheat variety 5896Cost on seed(Rs./ha) 2812 2571.6Share (25% of extra benefits will add on seed cost of wheat variety)

1474

BC ratio with respect to seed 17.33 : 1 21.25 : 1

                                                      Page: 32 of 89 

 

* Researcher calculated price of Mahyco’s hybrid with respect to other wheat variety as explained in heading 3.6

 

 

                                                      Page: 33 of 89 

 

After calculating BC ratio, researcher found that BC ratio with respect to seed for wheat

variety is 17.33:1 and for Mahyco’s hybrid wheat variety is 21.25:1. Mahyco’s hybrid variety

is having 22.62% more benefit over others wheat variety. That indicates feasibility of

Mahyco’s hybrid wheat seed in the market.

3.7. Identification of prevailing products

There are following prevailing products in five districts as shown in Table 11.

Table 11: List of prevailing varieties

Open pollinates wheat varieties released by Government agencies (like SAUs)

Barbat UP 2338 WR 544 Lok 1

UP 2565 Raj 3765 HD 2733 HD 2687

WH 533 Purna (HI 1556) HD 2329 PBW 550

DBW 17 HD 2189 HD 2851 HD 2932

DW 162 WH 542 PBW 343 PBW 509

HD 2894 WH 711 PBW 373 WH 147

PBW 502 WR 544 C 306 (Desi) HD 2009

WH 283 UP 2565 HD 2189 PBW 154

Research wheat varieties released by Private company

Harbir 603 Rushi JK Vijay Supriya 701

Harbir 606 Super 151 Balram 011 Thunder

Ankur Kedar Super 152 Super 172 Ajeet 109

Harbir 609 Hypro Ajeet 102 Nirmal Abhay 139

Nath Mohan Wondar Nirmal Nirbhay Nirmal Ajay 72

Hybrid wheat varieties released by Mahyco company

Pratham 7070 Pratham 7272

 

 

                                                      Page: 34 of 89 

 

3.8. Analysis of adoption process

Farmers are sowing new variety as a form of experiment. They are interested to grow new

variety for half or one acre as a trial purpose. If wheat variety would perform well in terms of

yield, healthy plant growth, less input requirements and lodging resistance then farmers

would adopt variety successfully.

PBW 343 is a very old variety but still this variety inculcates in the mind of farmers to grow

year after year. Farmers have trust on this variety. This variety performs well in any condition

like various types of soil, low input requirement, lodging resistance etc except occurrence of

diseases like loose smut, karnal bunt, powdery mildew and yellow rust.

Farmers have grown new research variety released by private companies but this variety did

not satisfy their expectation in terms of yield. Still farmers want to do some experiments with

new variety. Similarly, PBW 550 and PBW 17 are new OP varieties released by government

agencies. Farmers purchased them at higher price but these varieties did not perform as

expected yield. Some district has been shown good yield of DBW 17. Some of the farmers

are not going to sow DBW 17 in some district (Kaithal and Karnal) in the next year because

of low yield.

Apart from mentioned influencer as in Chart 7, there are other influencers too for farmers to

decide which variety to buy like commission agent at mandi, cooperative society and farmer

fair.

Generally farmers asked with fellow farmers about performance of new wheat variety. If

fellow farmers tell the good result in terms of yield, straw and other benefits then they

influenced much and thought of growing new variety. Researcher found that maximum

adoption of varieties due to fellow farmers as shown in Chart 7.

 

 

Chart 7: Showing influencers for farmer to decide which variety to buy

From Chart 7 clearly shows that after fellow farmers, past experience, dealers, govt. officers,

family members & relatives, private company’s campaigns, print media, radio/television,

opinion leaders and others are in decreasing influencer’s score. Farmer’s past experience is a

very effective means of purchasing variety because they show the result practically in their

field.

                                                      Page: 35 of 89 

 

Dealers are also main influencer because some farmer believes on dealers. They thought that

whatever variety will recommend by him that would be better. Government officers also

promote farmers to purchase new varieties. For example: most farmers had been grown

hybrid sunflower due to influence of government officers. Private company’s staff like TFA

influenced farmers to purchase new variety because TFA direct contacts with farmers and

convinced them. Farmers are also influenced by relatives. Farmers discuss with relatives

 

 

about which wheat variety to grow. If any new information for wheat variety gets from

relatives then farmers discuss with him and trying to adopt it.

Print media like newspaper, agriculture magazine also influenced farmers to purchase variety

because this media gives whole information (like cultivation practices, benefits and other

relevant information) of varieties.

Radio/television is more common in state of Haryana. Farmers are watching agriculture news

on DD1 (Khet-Khalihaan programme). They also get influence by this source.

3.9. Adoption of wheat seed companies by farmers

Farmers know local company (70 %) who produces wheat seed. But these local companies

are not producing new variety of wheat. The most of the seeds produced by local company

are certified and approved by state certification agency. Local company purchase seeds either

from farmers or itself cultivate wheat for seed purpose. They maintain good conditioned

farmer’s fields and adopt scientific method of cultivation. After wheat harvest, company

cleaned it and treat with chemicals and then packed and bagged and then labelled local

company’s name on the bag. Company sales these wheat as a seeds in the next season.

Haryana seed development corporation (HSDC) are major supplier of wheat seed. Farmers

know that HSDC is producing wheat seeds but they do not know about private companies.

                                                      Page: 36 of 89 

 

Chart 8: Showing awareness of farmers about wheat seed companies

 

 

                                                      Page: 37 of 89 

 

From Chart 8, researcher found that maximum awareness of farmers towards wheat seed

company is local company (70%) and rest 30% awareness are all other companies like

Mahyco, Krishidhan, DSCL, Ankur, Nath, SSC and Nirmal.

There are following list of local wheat seed producing companies as shown in Table 12.

Table 12: List of local wheat seed producing companies

S. No. Name of other local companies (Seed Producing Unit) 1 Amar Beej Co, Sirsa 2 Arjun Seeds 3 Shri Bala Ji Seed, Siwan, Kaithal4 Kamboj Seeds, Indri, Karnal5 Harbir Agro Tech 6 Shankar Seed, Anta 7 Micro Tech Seeds 8 Parbhat Seed Traders, Kurukshetra9 Kurukshetra Seeds, Kurukshetra10 Hari-Har Seeds 11 Goodwill Hybrid Seed, Uklana, Fatehabad12 Indian Seeds, Indri, Karnal13 Modern Seeds, Indri, Karnal14 Kadyan Seeds, Traori, Karnal15 Annapurna Seeds 16 Kehar Seeds 17 Moti Seeds18 Vardhman Seed, Kurukshetra19 Parkash Seeds, Hisar 20 Suraj Seeds21 Murli Seeds 22 Rabha Seeds 23 Shiv Ganga Hybrid Seed Pvt. ltd., Hisar24 Surya Seeds & Chemicals, Fatehabad25 Sikandarpur Agriculture Farm26 Super Seed Pvt. Ltd, Hisar27 Quality Hybrid Seed, Hisar28 Grow Tech. Seeds, Hisar29 Uttam Seed, Hisar 30 Uttam Seeds Corporation, Smalkha (Panipat)

 

 

                                                      Page: 38 of 89 

 

3.10. Penetration of Mahyco

Mahyco is a branded company in agriculture sector and its great values among farmers.

Farmers have more faith in Mahyco in comparison to others companies but still it needs to do

more promotion for brand awareness. Some tehsil of a district, farmers are unaware about

Mahyco. They are very curious to know about our company but there is no such promotion to

get information about company. There is less availability of Mahyco’s products in some

tehsil of a district.

For example: Madlauda (a tehsil of Panipat) where farmers are not willing to go Panipat for

purchasing seed because of far distance from home. So they prefer Madlauda for purchasing

of seed because of closer distance from home. Utla (a village of Madlauda), farmers of this

village are domesticating a large numbers of buffaloes. Apart from food crops, they are

cultivating non branded forage crop for their animals feed because awareness to Mahyco’s

forage crop is low. That means penetration of Mahyco for fodder crop is very less in

Madlauda.

Maximum penetration of Mahyco is in Jind district (86%) followed by Kurukshetra (74%),

Panipat (65 %), Kaithal (64 %) and Karnal (44 %) as shown in Table 13. Overall awareness

of Mahyco is 64 % as shown in Chart 9. There is more than 50% awareness of farmers about

Mahyco. It indicates that there would be good platform for Mahyco’s hybrid wheat varieties.

Penetration of Mahyco is more at village near district place/headquarter or near tehsil. Some

farmers are growing Mahyco’s Sorghum (MFSH 4) but they do not know company’s name.

They just purchase from retailer and grow. They do not keep attention on brand of a

company.

Mahyco was famous for hybrid sunflower earlier because of yield was high. After successive

decrease in acreage under sunflower as well as less production of Mahyco’s hybrid

sunflower, other private company became popular. This is also a valid reason for reducing

penetration of Mahyco.

Farmers are confused about two brands of Agriculture Company because of similar

pronunciation. These two brands are MAHYCO and MICO. Farmers have prejudice that both

 

 

are same company but actually not like that. MICO is manufacturing pumps, filter and other

agricultural equipments/machineries.

MICO is one of the most famous agricultural companies in farm equipments/machinery

sector. Some of the farmers have perception that MICO is also producing seeds but it is not

like that. On other hand those farmers who aware of MAHYCO only then they undoubtedly

purchase filter, pipes and other agricultural equipments. Both companies are getting benefit

of being similar pronunciation. Farmers are not going to investigate company’s profile and

name. They just purchase on the basis of his prejudice set in their mind that

MICO/MAHYCO is reliable company so whatever the product that will be pure and good

quality.

Table 13: District wise penetration of Mahyco

S. No. Districts Farmers who know Mahyco (%)

Farmers who don't know Mahyco (%)

1 Kurusketra 74 262 Kaithal 64 363 Karnal 44 564 Panipat 65 355 Jind 86 14

Over all districts (%) 64 36

                                                      Page: 39 of 89 

 

Chart 9: Showing awareness among farmers about Mahyco

 

 

Chart 10: Showing different channels of Mahyco’s awareness

Chart 10, shows that maximum awareness of Mahyco has been found through retailers (53%)

followed by fellow farmers (34%), farmer meetings (2%), jeep campaign (1%),

banners/poster (1%) and others (9%). Therefore retailers play major role in dissemination of

awareness about Mahyco.

Following other channels of awareness of Mahyco

i. Print media (agriculture magazine, newspaper)

ii. Attractive bag of Mahyco’s product due to good picture of crop at retailer’s shop

iii. Commission agent at mandi.

iv. Company’s sales and marketing staffs (like TBM, TFA)

v. Relatives and family members

vi. Government officers (like ADO)

vii. Television (Khet-Khalihaan channel)

                                                      Page: 40 of 89 

 

 

 

Chart 11: Showing No. of farmers who aware different products of Mahyco

From Chart 11 shows that maximum number of farmers know Sorghum (SSG) product of

Mahyco followed by sunflower, paddy and cotton. Rest of the other products of Mahyco have

same level of awareness to the farmers like bottle guard, round guard, ladies’ fingers, ridge

guard, cucumber, tomato, bitter guard, brinjal, maize. (Researcher calculated number of

farmers based on top of the mind analysis)

3.11. Nature of competition and competitors varieties

For wheat seed marketing, the competition is increasing. Wheat producing companies are

adopting new methods to tap the wheat seed market. Some of the private companies are

trying to capture wheat seed market by developing research varieties as shown in Table 14.

                                                      Page: 41 of 89 

 

 

 

                                                      Page: 42 of 89 

 

There are following competitors and its varieties in wheat seed market:-

Table 14: List of competitors and its varieties

S. No. Company’s name Research varieties

1 Harbir Agro Tech Harbir 603, Harbir 606, Harbir 609

2 Ajeet Seeds Ajeet 102, Ajeet 109

3 Ankur Seeds Ankur Kedar

4 Krishidhan Balram 011

5 Vibha Seeds Rushi

6 Rasi Seeds Thunder

7 DSCL Super 151, Super 152, Super 172

8 Supriya Bio Science Supriya 701, Supriya 201(Hybrid)

9 Manisha Agri Bio Tech Hypro

10 JK Seeds JK Vijay

11 Nirmal Seeds Nirmal Nirbhay, Nirmal Ajay 72, Nirmal Abhay 139

12 Nath Seeds Nath Mohan Wonder

3.12. Identifying purchasing behaviour

Farmers follow other farmers for cultivating wheat variety. If progressive farmers are

growing DBW 17 then rest of other farmers will also grow DBW 17. Farmers are directed

towards which kind of variety are growing by fellow farmers for wheat cultivation. They

influenced much by fellow farmers. They discuss with fellow farmer for deciding which

variety to purchase.

Following people are involved in purchasing process:

i. Retailers/dealers/distributors: Farmers have good faith on him. Whatever they will

advice, farmers will be accepted. These people play a major role in shifting one

variety to other variety for purchasing same kind of crop/any other products by

farmers.

 

 

                                                      Page: 43 of 89 

 

For example: Farmers have been decided/determined to purchase Round Up (a

herbicide) of Monsanto company, but retailers/distributors influence to purchase

Bound Off (a herbicide) of other company. Farmers completely convinced by them.

But some farmers are very rigid to purchase agri-inputs that they have faith on

product and they have been made trial of that product. So such farmers have strong

determination power.

ii. Private company’s staff: Company’s staff visits in village and convinced to farmers to

purchase his company’s product.

iii. Government officers: Government officers also give advice to farmers for purchasing

product of a company, if product of a company is of good quality.

iv. Fellow farmers: Fellow farmers are also responsible for purchasing variety of wheat.

v. Family members and relatives: These people also play a role in purchasing variety of

wheat.

Purchasing behaviour of farmers will depend on following factors:-

i. Quality of product

ii. Price of product

iii. Timely delivery of product

iv. Providing field service

v. Production of product

vi. Reputation of product

vii. Age of farmers

viii. Income of farmers

ix. Education of farmers

 

 

x. Attitude of farmers

xi. Culture of farmers

From Chart 1 shows that maximum number of farmers i.e 51 %farmers are preffered to grow

OP variety for wheat cultivation followed by neutral (28%) that means any kind of variety,

hybrid (20%) and research (1%). Still there are more scope of hybrid wheat variety because

20% farmers want to grow hybrid variety and that percentage may increase if Mahyco’s

hybrid wheat variety would satisfy farmers needs and want.

Chart 12: Showing preference for wheat cultivation in over all five districts

Table 15: District-wise hybrid/varietal preferences

                                                      Page: 44 of 89 

 

District

Farmers who prefer OP

(%)

Farmers who prefer Hybrids

(%)

Farmers who prefer Research

(%)

Farmers who prefer Neutral

(%) Jind 61.5 12.3 1.5 23.2Kaithal 35.8 27.2 0.0 37.0Karnal 46.8 21.3 0.0 31.9Kurukshetra 46.0 28.0 2.0 24.0Panipat 72.6 8.0 0.0 19.4Over all (%) 51 20 1.0 28

 

 

Chart 13: Showing preference of farmers in different district

From Chart 13 (above), clearly shows that farmers of Panipat and Jind are inclined more

towards open pollinated variety. Farmers of Panipat and Jind show less preference towards

hybrid wheat variety in respect to rest of other three districts. Farmers who prefer to be

neutral, they lie in between open pollinated variety and hybrid variety. Very less number of

farmers prefers research variety.

3.13. Reasons for hybrid/varietal preferences

                                                      Page: 45 of 89 

 

Farmers have good trust on open pollinated variety. Those farmers who are growing open

pollinated variety from long time, they are thinking that farmers will have to solely depend on

company’s hybrid for wheat cultivation. Farmers will have to purchase seed each year. They

have misconception that if farmers will adopt hybrid variety then open pollinated variety will

extinct from our planet. So there is need to save government variety (OP variety). That’s why

they do not prefer hybrid variety.

 

 

Some farmers want more yield only whatever the types of variety. They are not thinking

much about either open pollinated or hybrid or even research variety.

The reasons for farmer’s preference towards varieties are mentioned as per the Chart 14 (below)

Chart 14: Showing reasons for hybrid/varietal preferences

                                                      Page: 46 of 89 

 

Besides farmers were also enquired about reasons for which they wants to change their

existing variety. Chart 15, shows the parameters for changing their existing variety.

 

 

Chart 15: Showing drivers for seed replacement

Truth about reasons can also be inferred as the attributes which they would prefer in a new

variety. Thus these would be their drivers for replacement of an existing variety. Apart from

the parameters as indicated in Chart 15, there are some other parameters too for replacement

of existing varieties as follows:

i. Farmers are growing existing variety from very long time so they thought of replacing

existing variety with new variety.

ii. Shattering affect is also valid reason for replacement of seed.

iii. Existing variety are susceptible at high temperature.

iv. Poor germination of existing variety.

                                                      Page: 47 of 89 

 

v. Existing variety are susceptible for water logging condition.

 

 

                                                      Page: 48 of 89 

 

3.14. Competitor’s product mapping

Researcher calculated top five selling varieties along with its quantity (Qtls) in each tehsil of

a district. After collecting all sold quantities of wheat varieties of tehsil in all five districts,

variety wise summation of sold quantity of all top wheat varieties and arranged these

quantities in descending order as shown in Table 16.

Table 16: Overall selling of top competitor’s varieties of wheat in the five districts

S. No. Varieties Quantity of sale (Qtls) in 2009-10

Estimated quantity of sale (Qtls) in 2010-11

Change (%)

1 PBW 343 116832 122298 4.682 PBW 711 31779 36620 15.233 DBW 17 24516 18221 -25.684 PBW 502 18036 19663 9.025 PBW 550 8809 12730 44.516 PBW 373 5762 6132 6.427 WH 542 3533 2304 -34.788 HD 2329 3331 2796 -16.069 HD 2733 2983 5090 70.6610 HD 2687 1968 2298 16.7711 HD 2851 1300 4710 262.3112 HD 2932 1044 1438 37.7213 WH 147 925 925 0.0014 HD 2894 906 1250 37.9315 Harbir 606 175 250 42.86

Total 221898 236725 6.68

 

 

Chart 16: Showing overall selling of top competitor’s variety of wheat in five districts

Chart 16 (above), shows that there is dominancy of PBW 343 wheat variety followed by

PBW 711, DBW 17, PBW 502, PBW 550 etc. From Chart 16, researcher found that there

will increase in sale of PBW 343, WH 711, PBW 502, PBW 550, PBW 373, HD 2733,

HD 2687, HD 2851, HD 2932, HD 2894, Harbir 606 and will decrease in sale of DBW

17, WH 542, HD 2329 and will be same sale of WH 147 in the next year. Overall five

districts there will increase of 6.68% in sale of wheat seed in the next year.

                                                      Page: 49 of 89 

 

 

 

                                                      Page: 50 of 89 

 

3.15. Analysis of market of top selling varieties of wheat in Kurukshetra

district

Table 17 and Chart 17, shows that there is dominancy of PBW 711 and will increase with

12.86% followed by PBW 373 (10.44 %), DBW 17 (12.86 %), HD 2733 (13.58 %),

HD 2687 (16.77 %), PBW 502 (3.47 %) and PBW 343 (0.26 %) in the next year. Here

there will 3rd most demand of DBW 17 and 4th most demand of PBW 550. Both varieties

are new wheat variety. It gave high yield particularly in Kurukshetra district. Overall

increase in sale of top selling wheat seed will be 10.55 % in the next year.

Table 17: List of top selling wheat varieties in Kurukshetra district

S. No.

Varieties Quantity sale in 2009-10

Estimated quantity sale in 2010-11

Change (%) in quantity

1 PBW 711 16709 18858 12.862 PBW 343 13966 14003 0.263 DBW 17 8258 9320 12.864 PBW 550 4859 6134 26.245 HD 2733 2983 3388 13.586 HD 2687 1968 2298 16.777 PBW 502 1615 1671 3.478 PBW 373 594 656 10.44

Total 50952 56328 10.55

 

 

Chart 17: Showing top selling wheat varieties in Kurukshetra district

3.16. Analysis of market of top selling varieties of wheat in Kaithal district

Table 18 and Chart 18, shows that there will increase in sale of PBW 343 with 3.18 % in the

next year. There are variations of being a top selling wheat variety year after year. For

example: HD 2851 and HD 2733 were not top selling variety in the last year but these will be

top selling variety in the next year. Similarly WH 542 is a top selling variety in last year but

will not top selling variety in the next year.

There will be decrease in sale of both DBW 17 (-62.54 %) and PBW 711 (-5.40 %) in the

next year. Reason is that DBW 17 did not perform well in the last year that means this variety

did not give expected yield and farmers was purchased this variety at higher price. Sale of

PBW 550 (29.83 %) and HD 2329 (30 %) will increase in the next year and data shows that

PBW 550 has good yield in comparison to DBW 17 in Kaithal district. Over all there will

decrease (-2.32 %) of top selling varieties in the next year.

                                                      Page: 51 of 89 

 

 

 

Table 18: List of top selling wheat varieties in Kaithal district

S. No.

Varieties Quantity sale in 2009-10

Estimated quantity sale in 2010-11

% change in quantity

1 PBW 343 35721 36858 3.182 DBW 17 7247 2715 -62.543 PBW 502 5277 6433 21.914 PBW 711 2408 2278 -5.405 PBW 550 2169 2816 29.836 WH 542 1368 NTSVA 7 PBW 373 916 1341 46.408 HD 2329 150 195 30.009 HD 2851 NTSVA 1013 10 HD 2733 NTSVA 1703

Total 53888* 52636* -2.32*Percentage and total did not consider S. No. 6, 9 & 10 A : Not Top Selling Varieties

                                                      Page: 52 of 89 

 

Chart 18: Showing top selling wheat varieties in Kaithal district

 

 

                                                      Page: 53 of 89 

 

3.17. Analysis of market of top selling varieties of wheat in Karnal district

Table 19 and Chart 19, shows that there is dominancy of PBW 343 in Karnal district. There

will increase in sale of top selling wheat variety in the next year like PBW 343 (30.52 %),

WH 711 (27.93 %), PBW 550 (64.17 %), HD 2851 (165.23 %), HD 2932 (37.74 %),

HD 2894 (37.97 %) and WH 542 (15.60 %). There will decrease in DBW 17 (-71.04 %),

PBW 502 (-6.37 %) and PBW 373 (-50 %) in the next year. Sale of DBW 17 will also

decrease in the next year. DBW 17 also did not show good yield.

There will increase in sale of HD 2851 in the next year because farmers of Karnal will sow

wheat after harvest of late variety basmati rice and HD 2851 is a late variety and this variety

gives good yield in late sowing. So they prefer to grow HD 2851. There will also increase in

PBW 550 due to high yield. Over all sale of wheat seed will be increasing at 12.96 % in the

next year.

Table 19: List of top selling wheat varieties in Karnal district

S. No.

Varieties Quantity sale in 2009-10 (Qtls)

Estimated quantity sale in 2010-11 (Qtls)

% change in quantity

1 PBW 343 11033 14400 30.522 DBW 17 5821 1686 -71.043 PBW 502 2370 2219 -6.374 WH 711 2066 2643 27.935 PBW 550 1507 2474 64.176 HD 2851 1300 3448 165.237 HD 2932 1044 1438 37.748 HD 2894 906 1250 37.979 WH 542 840 971 15.6010 PBW 373 250 125 -50.00

Total 27137 30654 12.96

 

 

Chart 19: Showing top selling wheat varieties in Karnal district

3.18. Analysis of market of top selling varieties of wheat in Panipat district

Table 20 and Chart 20, shows that there is greater dominancy of PBW 343. Overall sale will

increase of 4.82 % of top selling wheat varieties in the next year. There will increase of

9.09% sale of PBW 550 in the next year. Sales of other varieties will also increase like PBW

502 (6.67 %), PBW 711 (9.16 %), PBW 373 (0.48 %) and DBW 17 (6.17 %).

                                                      Page: 54 of 89 

 

 

 

Table 20: List of top selling wheat varieties in Panipat district

S. No.

Varieties Quantity sale in 2009-10 (Qtls)

Estimated quantity sale in 2010-11 (Qtls)

% change in quantity

1 PBW 343 12925 13475 4.262 PBW 502 1965 2096 6.673 PBW 711 1616 1764 9.164 PBW 373 1465 1472 0.485 DBW 17 1378 1463 6.176 PBW 550 275 300 9.097 Harbir 606 175 NTSVA 8 HD 2851 NTSVA 250

Total 19624* 20570* 4.82** Percentage and total sum did not consider S. No. 7 & 8 A: Not Top Selling Variety

                                                      Page: 55 of 89 

 

Chart 20: Showing top selling wheat varieties in Panipat district

 

 

                                                      Page: 56 of 89 

 

3.19. Analysis of market of top selling varieties of wheat in Jind district

From Table 21 and Chart 21, shows that maximum sale of wheat variety is PBW 343

followed by PBW 711, PBW 502, HD 2329, PBW 373, DBW 17, WH 542 and WH 147. But

sale of HD 2329 will decrease in the next year. Farmers of Jind district are more concentrated

towards PBW 343. They are also growing WH 147 because they require less fertilizer and

other inputs but due to problem of lodging they do not prefer. Demand of DBW 17 will

increase in the next year and sale of HD 2329 will decrease in the next year. Over all increase

of 5.17% sale of wheat varieties in the next year.

Table 21 : List of top selling wheat varieties in Jind district

S. No.

Varieties Quantity sale in 2009-10 (Qtls)

Estimated quantity sale in 2010-11 (Qtls)

% change in quantity

1 PBW 343 43188 43563 0.872 PBW 711 8981 11079 23.363 PBW 502 6809 7244 6.394 HD 2329 3181 2601 -18.235 PBW 373 2538 2538 0.006 DBW 17 1813 3038 67.577 WH 542 1325 1325 0.008 WH 147 925 925 0.009 PBW 550 NTSVA 1006

Total 68760* 72313* 5.17** Percentage and Total did not consider S. No. 9 A: Not Top Selling Variety

 

 

Chart 21: Showing top selling wheat varieties in Jind district

3.20. Market development activities

Marketing of wheat seed is very challenging because of nature of seed. Seed quality

deteriorates faster due to infection of insects and pests. Promotion is a major tool for Market

development activities. Apart from promotion there is need to develop strong confidence

among business partners like company, distributors/dealers, retailers and farmers. Best

channels for Mahyco’s promotion are farmers meeting, crop show, jeep campaign, field visits

and other channels as shown in Chart 24.

Market development is carried out through brand’s image and reputation for reliability and

quality of product.

                                                      Page: 57 of 89 

 

 

 

                                                      Page: 58 of 89 

 

There are following phases of market development:-

a) First phase:

i. Target market of wheat seeds

ii. Product mapping of wheat seeds as shown in Table 16 and Chart 16

iii. Sales and market share of wheat seeds

b) Second phase:

i. Product price

ii. Distribution of wheat seeds

iii. Marketing budget

c) Third phase:

i. Long run sales of wheat seeds

ii. Profit goals

iii. Marketing mix strategy (4Ps of marketing)

Apart from above, there are following points to be considered for market development:

a) Advertising

b) Distribution

c) Pricing

d) Branding

e) Packaging

 

 

3.20.1. Promotional awareness of agri companies in a village:

Chart 22: Showing promotional awareness of farmers about agri company in a village

From Chart 22, 70 % farmers know about promotion of any products in a village by

companies. This show good condition for launching a new product because they know

why company came in village. They will listen carefully during promotional activities

like farmers meetings, field services and individual contact with farmers by TFA. Farmers

will accept and understand about new product after knowing it through promotional

activities.

                                                      Page: 59 of 89 

 

 

 

3.20.2. Companies campaigning in the village:

Chart 23: Showing top agri companay campaigning in a village (on the basis of TOMA of farmers)

                                                      Page: 60 of 89 

 

From Chart 23, Majority of farmers know that Bayer company comes in village for

promotional activities of product. Farmers is having maximum awareness to Bayer

company followed by Syngenta (Branded product is Topic), TATA ((including Tata

chemicals and Tata Rallis), Pioneer, Sumitomo (Branded product is Leader), Chambal

Fertilizers, Shriram Fertilizers, DuPont, Monsanto, Dhanyaa, Nodai seeds, Gharda

chemicals, Vibha seeds, Rasi seeds. Companies are visiting mostly in paddy season for

advertising pesticide in diseased paddy crop. Above observation is made on the basis of

top of the mind analysis (TOMA) of the farmers that means farmers firstly response to

above companies and ignore both 2nd and 3rd response of the farmers.

 

 

3.20.3. Methods of campaigning by other companies:

Chart 24: Showing campaign methods by other companies in a village

Other methods of campaign by agricultural companies:

 i. Television.

ii. Give sample free for trial/demonstration.

iii. Bike campaign (20-25 in numbers).

iv. Individual contact with farmers.

v. Film show on variety.

vi. Company provides tour to farmers at various agricultural research farms.

vii. Cultural programme like Nukkar natak as well as theatre by local artist/singer.

viii. Distribute pesticide at cheap rate in village.

                                                      Page: 61 of 89 

 

ix. Gift offer as a coupon in product bag.

 

 

 

3.20.4. Suggestions for Mahyco’s promotion: From Chart 25, clearly shows that 58 %

farmer’s advice is that there should be farmer meeting for Mahyco’s promotion. Other

methods are crop shows (15 %), jeep campaign (11 %), banners and poster (5 %), field

visits (4 %), leaflets (3 %), gift items (2 %) , radio (1 %) and wall painting (1 %). Farmers

suggested that there should be a meeting after crop show in the standing crop.

Chart 25: Showing suggestion methods for Mahyco promotion

Other methods for Mahyco’s promotion:

i. Training & Visit system(tour from one farm to other farm as well as company's

research station)

                                                      Page: 62 of 89 

 

ii. Television.

 

 

                                                      Page: 63 of 89 

 

iii. Provide agricultural information on mobile to the farmers.

iv. Demonstration/trial at 5-10 Km distance of interval and fix a meeting at standing

crop.

v. Firstly give seed free/at cheap rate as a sample for 1-2 acre to a group of progressive

farmers, if yield would be same as company has said, then farmer will pay the cost of

seed otherwise not, Farmers will follow all instructions for cultivation practices, if

yield would be less, then company have to pay all expenses that was incurred by

farmers.

vi. Fix a programme of local dancer, Nukkar Natak and singer who are famous for

Punjabi and Haryanwi songs and there should be a small drama on company’s

promotion.

vii. Make Mahyco farmer society.

viii. Print media (like agriculture magazine, newspaper etc.)

ix. Show video film based on variety and company’s profile.

 

 

                                                      Page: 64 of 89 

 

4. OTHER RELEVANT INFORMATION

4.1. Future potential and viability for wheat varietal and hybrid business

There are good future potential and viability for wheat varietal and hybrid business. Farmers

are interested to grow new product (hybrid wheat) just as a trial purpose in the first year. If

this new product would show good result at farmer’s field level, then farmers would accept to

grow for next year.

Chart 12, clearly shows that 20 % farmers, 28 % farmers, 51 % farmers and 1 % farmers

prefer to grow hybrid, to be neutral, OP and research wheat variety respectively. Initially 20

% preference of hybrid wheat variety is a good indicator for future potential of Mahyco’s

hybrid wheat.

Chart 13, clearly shows that maximum preference of hybrid wheat variety is in Kurukshetra

district followed by Kaithal, Karnal, Jind and Panipat district.

From Chart 17, Kurukshetra shows 10.55 % increase in sale of top selling wheat varieties in

the next year. From Chart 18, Kaithal shows (-) 2.32 % decrease in sale of top selling wheat

varieties in the next year. From Chart 19, Karnal shows 12.96 % increase in sale of top

selling wheat varieties in the next year. From Chart 20, Panipat shows 4.82 % increase in sale

of top selling wheat varieties in the next year. From Chart 21, Jind shows 5.17 % increase in

sale of top selling wheat varieties in the next year. Chart 16, shows that Overall sale of top

selling wheat varieties will increase with 6.68%.

Acreage under wheat crop will be all most same as last year as per Table 7. There is slight

increase or decrease in acreage under wheat cultivation in different five districts. For

example: acreage under wheat cultivation in Jind (-6.45 %), Panipat (-2.50 %) and Karnal

(-2.62 %) will be slightly decreasing but slightly increasing in Kurukshetra (1.83 %) and

Kaithal (0.53 %) in the next year (based on data collected from variety 1 and variety 2 of a

particular farmer as a preference). Thus there will less variation in acreage under wheat

 

 

                                                      Page: 65 of 89 

 

cultivation in the next year that will be very helpful to launch Mahyco’s wheat hybrid variety.

That will lead to better future potential as well as viability of wheat varietal and hybrid

business.

4.2. Opportunity areas for Mahyco’s wheat hybrid/varieties

Opportunity is an external feature of marketing process for a company to make a strategic

planning (means long term future planning to achieve the objective). Finding opportunity is a

good source of development of new products. Opportunities are the potential future of a

company.

There are following opportunities areas for Mahyco’s wheat hybrid/varieties:-

i. To know the market trend of existing wheat varieties in potential area for wheat

cultivation.

ii. Formulation of effecting marketing channel. This marketing channel can offer the

opportunity to develop a competitive advantage to others company.

iii. Variety should be categorised in early, medium and late because some farmers grows

wheat after harvest of sugarcane, potato, basmati rice, sunflower and cotton. Variety

should perform well in wide range of climates and soil conditions.

iv. Identifying Unique Selling Propositions (USPs) of Mahyco’s wheat hybrid/varieties

are as follows:-

1) Compact grains.

2) Good seed setting.

3) Lodging tolerance: Maximum farmers of Haryana are using Combine machine

for harvesting of wheat crop. If lodging takes place in the field of wheat then

there would be impossible for harvesting with Combine machine.

4) More number of tillers

5) More number of grains per spike.

6) Suitable for any types of soil like saline, alkaline and sandy soil: Quality of

water in Jind district is not good. Ground water is saline. So there should be

need of saline, alkaline and sandy soil tolerant variety of wheat.

 

 

                                                      Page: 66 of 89 

 

7) Water logging tolerance.

8) Terminal heat tolerance: There was extreme hot temperature at the time of

seed setting and this condition was observed just before 10 days of maturity in

last year.

9) Rust tolerance

10) Tolerance to grain shrivelling and shattering.

11) High genetic and germination purity.

12) Shape and size of ear

13) Low input requirement: Jind district is facing shortage of water. Ground water

level is at very low level.

14) High sedimentation value of wheat grains

15) Colour and shining of grains: Colour of flour should be whitish so that it can

add the value of roti quality.

16) Grain size should be bold.

17) Good roti quality and bread making quality: Softness property remains same

for longer period after making roti. Roti should be tasty and liked by large

number of people.

18) Nutrient contents: Biscuit making company, Flour millers, Bakery industries

or other food companies select wheat based upon its protein content, price,

baking quality, appearance, flour yield value and other quality factors. Wheat

variety may develop in which vitamins (such as niacin, thiamine and

riboflavin) also will present. For good baking quality, it needs to be starch,

proteins, and lipids.

19) Plant height: Plant height should be average. Apart from more grain yield

farmers are also interested in getting more straw because straw price is

increasing year after year. They use straw for their animal.

20) Unsuccessful of competitor’s research variety released by private companies.

v. Farmers are interested to try new wheat hybrid variety (20% farmers prefers to grow

hybrid wheat variety)

 

 

                                                      Page: 67 of 89 

 

vi. Due to intensive use of nitrogenous fertilizers and other agro chemicals in Haryana,

quality of soil and water are deteriorating and causing toxicity. So there is need to

develop such wheat varieties that have tolerant to toxic quality of soil and water i. e

wheat variety should be toxic resistance.

vii. Wheat variety should be tolerant to pest and diseases.

viii. Good repo among farmers due to Mahyco brand value. So most of the farmers will

grow Mahyco’s wheat hybrid/varieties

4.3. Marketing strategy

The marketing concept of Mahyco company must be concentrated around the profitable

satisfaction of farmers needs. This will help to achieve success in high-growth. For achieving

successful market, a well developed marketing strategy is required. Such a strategy makes

possible after analysing marketing research of a product.

Marketing of wheat seed is determined by the needs, want and demand of farmers. Marketing

strategy is to satisfy farmer’s needs and want after sowing wheat variety. Need, Want and

Demand are the basic concepts of Marketing

Farmer’s needs and want are as follows:

Table 22: Farmer’s needs and wants

Farmer’s needs Farmer’s wants

High yield Good roti quality

High market price of output Low cost of seeds

Low input requirement Lodging resistance

Disease resistance No shattering

More protein and vitamin content

 

 

Marketing of wheat seed can be developed through research and identifying potential

farmers. Then accordingly find best way to introduce product to them that would be carried

by advertising and other marketing strategy.

There are two concepts of marketing strategy:

a) The selling concept:

Main focussed area is product and making profit through increasing in sales volume

by incorporating better selling and promotional technique.

b) The marketing concept:

Main focussed area is farmer’s need and making profit through satisfying farmers

need by incorporating integrating marketing. Both concepts are illustrated in Figure 2.

Sources: Theodore Levitt, “Marketing Myopia”, Harvard Business Review, July-August 1960

Figure 2: Showing selling concept and the marketing concept

                                                      Page: 68 of 89 

 

Focus Means End

Products Selling

And

Promoting

Profits through Sales volume

Farmer’s

needs

Integrated

Marketing

Profits through farmer’s

Satisfaction

(a) The Selling Concept

(b) The Marketing Concept

 

 

                                                      Page: 69 of 89 

 

Marketing strategy for wheat seed is dependent on 4 Ps:

I. Product: A product is something that is viewed as capable of satisfying needs of

farmers. Product is a first step of increasing marketing. Wheat seeds are perishable in

nature and its demand is seasonal. Quality of product matters a lot. Quality of product

increases market value. It establishes strong relation between company and farmers

for long term. For example: Sorghum (MFSH 4) of Mahyco. MFSH-4 performs better

in comparison to variety of other company.

Following characteristics of wheat seed:

i. Quality: Cleaned wheat seed, treated with fungicide, good germination percentage,

good purity percentage etc.

ii. Features: Produce more yield, disease resistant, healthy plant growth, low input

requirements, lodging resistance, high market price of output, good water absorbing

capacity, etc.

iii. Brand name: Farmers believe and have faith on branded company like Mahyco,

Bayer, Pioneer, Syngenta etc.

iv. Packing: Packing should be flexible and easy to carry for distant places. Example

wheat packet should be of different size of quantity that means wheat seed packet

should be available in 10Kg, 20 kg & 40kg packet. All descriptions about wheat

variety must be written on packet of product.

v. Service level: There is need of providing services to the farmers from company.

II. Price:

i. Very critical factor for getting higher market share.

ii. The pricing variation may depend on the paying capacity of the market and

local taxes and duties.

iii. Reasonable price.

 

 

iv. Price of wheat seed is determined by all available competitors’ products in the

markets.

v. There should be some discount on more sales of quantity of products to the

farmers.

III. Place of Distribution:

i. Distribution channels: Company follows any one of the following channels at

one time.

Channel 1

ii.

Channel 2

iii.

Channel 3

Channel 4

Figure 3: Showing different distribution channels

                                                      Page: 70 of 89 

 

Production Unit 

Retailers Dealers/Distributors Farmers

Production Unit 

Farmers Dealers/Distributors

Production Unit 

Retailers Dealers/Distributors FarmersC & F Agent 

Production Unit 

Retailers Dealers/Distributors FarmersCompany’s Depot 

 

 

i. Distribution coverage: Wheat seed distribution should be covered firstly at

potential area of wheat cultivation. After that distribution should be at less

potential area.

ii. Availability of products: Generally agriculture related shops are aggregated at

grain market or vegetable market in district level, tehsil level and sub-tehsil

level.

Therefore Mahyco’s products should reach upto Panchayat level as shown in

Figure 4.

Figure 4: Showing different location for availability of Mahyco’s product

iii. Sales and marketing territories:

Potential area of wheat cultivation should be controlled by sales and

marketing territories office.

iv. Transportation carriers:

Transportation carriers also play a major role in increasing marketing

efficiency of wheat seed. Marketing of wheat seed are very responsive.

Delivery of wheat seeds should follow real time property. Product will have

to reach at destination places in shortest possible of time. If any delay in

delivery of product may causes great loss in business of a company.

                                                      Page: 71 of 89 

 

District level

Tehsil level

Sub-tehsil level

Panchayat level

 

 

                                                      Page: 72 of 89 

 

IV. Promotion:

Retailers play a key role in pushing the products to the farmers.

Kisan melas which are increasingly becoming important means of marketing.

This melas gives an opportunity to the farmers to do comparative analysis of

products and brands.

Through advertisement on TV, radio, print media (news paper in local

language, agriculture magazines etc.), hoardings, posters, pamphlets, audio

cassettes and theatre

Free samples of the seed being distributed to the farmers for field

trial/demonstration

Video shows, exhibitions, bike/jeep campaign, wall paintings at village point

level and banners/poster at retail point level

4.4. Supply chain strategy

a) Establish a world-class Supply Chain (SC) infrastructure.

b) Foremost important messages of supply chain success are quality, price and timely

delivery of products to destination places and maintain relationships with farmers and

dealers/distributors.

c) Supply chain is required for fulfilling a farmer request.

d) Higher the supply chain profitability, the more successful is the supply chain.

e) Intensive use of Information and Communication Technologies (ICT) for real-time

communication across the supply chain that means reducing response time, lowering

the cost and expediting communications and transportation of information among

supply chain partners.

 

 

                                                      Page: 73 of 89 

 

5. RECOMMENDATIONS AND SUGGESTIONS

There are followings recommendations and suggestions as follows:-

i. Mahyco’s product should be available at each one of tehsil of a district of

potential area for wheat cultivation.

ii. It is mandatory for Mahyco that at least one dealer should be of Mahyco in

each tehsil of a district of potential area for wheat cultivation in Haryana.

iii. Less difference in price of Mahyco’s hybrid wheat seed with other research

varieties of private companies.

iv. Company have to find farmer’s behaviour and cropping pattern in particular

region. For example: Dadupur village of Karnal, farmers prefer late variety of

wheat because they are growing basmati rice and it takes more time to mature.

After harvest of basmati rice, they sow wheat crop. In that respect, all types of

wheat variety should be available in a company like early variety, medium

variety and late variety under wheat cultivation.

v. For launching a new variety, firstly seed should be given to progressive

farmers in each village. Reason is that progressive farmers play a major role

in promoting new variety because they are associated with so many farmers

directly or indirectly.

vi. There is need to strengthen promotional channel in a village.

vii. Nationwide programme is needed for launching new hybrid wheat seed

because it is of first in kind.

viii. There is need to strong supply chain business partners like company,

dealers/distributors, retailers and farmers.

 

 

                                                      Page: 74 of 89 

 

ix. The company will have to know soil type, land use pattern, cropping pattern,

socio economic condition of farmers in particular regions for better

formulation of marketing strategy for wheat crops.

x. Mahyco’s hybrid wheat seed should be cost effective crop production.

xi. There should be facility of agri-advisory services by making Farmer Care

Centre (FCC) in each district so that farmer can get appropriate information

about climatic condition (weather forecasting , temperature, relative

humidity), accurate sowing time of particular wheat variety, package of

practices of different of Mahyco’s products and other agri relevant

information. This FCC will help in establishing wide interlinked network of

automatic weather station with real time data dissemination across the

country. FCC will also help to the farmers through sending message on

mobile to the farmers. There should be facility of sending message from

farmers to the FCC for any query regarding wheat cultivation and query will

be registered through better Database Management System (DBMS) and this

DBMS will store data of farmers when they will call to the company.

xii. There will be need of one week farmers training session at FCC for any

Mahyco’s products

xiii. There is need to develop farmers friendly website (in local language) so that

farmers can see appropriate information regarding Mahyco’s product and

other relevant information. Now day’s farmers are surfing internet due to

involvement of young generations in agriculture sector. They know how

internet will help to farmers. Therefore complete use of Information and

Communication Technology (ICT) in providing better facilities to the

Haryana farmers.

 

 

                                                      Page: 75 of 89 

 

6. CONCLUSION

i. Total acreage under wheat cultivation in over all five districts is 7.44 lakh ha.

Acreage under wheat cultivation will be slightly increasing in Kurukshetra

and Kaithal district but slightly decreasing in Karnal, Panipat and Jind district.

ii. Market potential of over all five district is 7, 44,000 Qtls and total market size

of these district is 2, 55,285 Qtls.

iii. Growth in market size of over all five districts is 8.28 %. Growth of market

size in Jind, Kaithal, Kurukshetra, Karnal and Panipat are 8.78 %, 1.57 %,

12.99 %, 11.43 % and 7.6 % respectively.

iv. Share of OP variety in study area is 99.56 % and share of research variety is

0.44 % in 2009-10 and 99.45 % for OP and 0.55 % for research in the next

year.

v. Maximum market share is contributed by Jind (31 %) followed by Kaithal

(24 %), Kurukshetra (23 %), Karnal (14 %), Panipat (8 %).

vi. Seed replacement rate is 34.97 % in over all five districts. 65 % seeds are

saved for sowing purpose and rest 35 % seeds are purchased.

vii. Maximum seed replacement is due to low yield, disease susceptibility,

lodging susceptibility, high cost of seeds etc.

viii. BC ratio with respect to seed of wheat variety and Mahyco’s hybrid wheat

variety are 17.33:1 and 21.25:1 respectively.

ix. Average seed price of wheat variety and Mahyco’s hybrid wheat variety

should be Rs. 28.12/Kg and Rs. 42.86/kg respectively. (Researcher

recommendation)

 

 

                                                      Page: 76 of 89 

 

x. Farmers get influenced maximum by fellow farmers followed by their past

experience, dealers, government officers, family & relatives, private

company’s staff etc.

xi. Maximum farmers are aware of local companies (70%) followed by

Krishidhan (8%), Mahyco (7%), DSCL (5%), SSC (5%), Ankur (3%), Nirmal

(1%) and Nath (1%)

xii. 64 % farmers who know about Mahyco and maximum awareness has been

found through retailers (53 %) followed by fellow farmers (34 %), farmer

meetings (2 %), jeep campaign (1 %), banners/poster (1 %) and others (9 %).

xiii. Sorghum (SSG) is a top product of Mahyco because maximum farmers know

about sorghum (SSG). Other products are Sunflower, Ladies’ fingers, Paddy,

Cotton, Bottle guard etc.

xiv. Private companies have been entered in wheat seed business by launching

research varieties like Balram 011 (produced by Krishidhan), Rushi (produced

by Vibha Seeds), Super 151, 152, 172 (produced by DSCL), Thunder

(produced by Rasi Seeds) etc.

xv. Retailers/dealers/distributors play a major role in changing purchasing

behaviour of farmers.

xvi. 51 % farmers prefer to grow OP variety followed by neutral (farmers can

grow any types of wheat variety for wheat) (28 %), Hybrid (20 %) and

research (1 %)

xvii. The main reasons for hybrid/varietal preferences are high yield, disease

resistance, lodging resistance, good roti quality, unavailability of better

substitute, low input requirements etc.

xviii. Over all dominancy of PBW 343 in all district except WH 711 dominant

variety in Kurukshetra.

 

 

                                                      Page: 77 of 89 

 

xix. Expected increase in sale of top selling variety of wheat is 6.68 %.

xx. 70 % farmers who know about promotional activity of agri Company in a

village. There are dominancy of Bayer Crop Science in a village and this is

followed by Syngenta, TATA, Pioneer, Sumitomo, Chambal Fertilizer,

Nagarjuna Fertilizer, Shriram Fertilizer etc. These companies are campaigning

through jeep campaign (34 %), farmers meetings (26 %), banners/poster

(13 %), leaflets (13 %), crop show (4 %), field show (9 %), wall painting

(1 %), gift items (1 %) and radio (2 %).

xxi. Best channels for Mahyco’s promotion is farmers meeting (58 %) followed by

crop show (15 %), jeep campaign (11 %), banners/poster (5 %), field visits

(4 %), leaflets (3 %), wall paintings (1 %), gift items (2 %) and radio (1 %).

xxii. Finding opportunity is a good source of development of new products.

Opportunities are the potential future of a company and this opportunity will

be achieved by identifying new Unique Selling Propositions (USPs).

xxiii. The marketing concept of Mahyco company must be concentrated around the

profitable satisfaction of farmers needs.

xxiv. There are good future potential and viability for wheat varietal and hybrid

business. Farmers are interested to grow new product (hybrid wheat) just as a

trial purpose in the first year. If this new product would show good result at

farmer’s field level, then farmers would be accepted to grow for next year.

xxv. Foremost important messages of supply chain success are quality, price and

timely delivery of products to destination places and maintain relationships

with farmers and dealers/distributors.

 

 

                                                      Page: 78 of 89 

 

7. REFERENCES

[1.] Economic Survey (2009-10), Agriculture & Food Management, 8. P. 185

[2.] Gastel, A. J. G. Van., Bishaw, Zewdie. & Gregg, B. R., Wheat seed production. Bread

wheat: Improvement & Production. P. 463-464

[3.] Agripreneurship in Haryana – Problems and Prospects, A research paper, written by Dr.

Sanjeev Kumar & Dr. M.R.P. Singh, Reader, Haryana School of Business, Guru

Jambheshwar University of Sc. & Tech., Hisar,

[4] Dte. of E & S, Govt. of India, Krishi Bhavan, New Delhi (200-01)

[5.] Times of India, June, 5, 2006

[6.] http://agriharyana.nic.in/

[7.] http://mohfw.nic.in/NRHM/State%20Files/haryana.htm

[8.] http://www.indiancommodity.com/grain/wheat.htm

[9.] http://www.agricoop.nic.in/Agristatistics.htm

[10] Marketing demo data, Rabi (2008-09), Dr. A.M.Rao, Group Leader, Course Grain

Breeding, MHSCL, Dawalwadi, Jalna

[11] Kotlar. Philip, Armstrong. Gary, Saunder. John, Wong. Veronica: Principal of Marketing

[12] Theodore Levitt, “Marketing Myopia”, Harvard Business Review, July-August 1960.

[13] http://www.mahyco.com

 

 

                                                      Page: 79 of 89 

 

8. APPENDIX

Table 23: Tehsil-wise awareness of Mahyco’s products

Tehsil Awareness of Mahyco’s productsJind distict

Jind Bt Cotton, Sorghum (SSG), Bottle guard, Ladies’ fingers, Sunflower, Paddy , Cucumber, Ridge guard

Julana Bt Cotton, Sorghum (SSG), PaddyNarwana Bt Cotton, Sorghum (SSG), SunflowerSafidon Sorghum (SSG), Paddy, Bottle guardUchana Cotton, Bottle guard, Paddy, Sorghum (SSG), Round guard, Ridge guard

Kaithal districtDaand Paddy, Sorghum (SSG), SunflowerGuhla Paddy, Sunflower, Tomato, Sorghum (SSG)Kaithal Sorghum (SSG), Paddy, Pumpkin, SunflowerKalayat Bt Cotton, Sorghum (SSG), PaddyPundri Sorghum (SSG), SunflowerRajoned Sorghum (SSG), Paddy, Sunflower, MustardSiwan Sorghum (SSG), Sunflower, Maize

Karnal districtAsandh Sorghum (SSG), PaddyGharaunda Ladies’ fingers, Paddy, Bottle guardIndri Sorghum (SSG), Maize, Paddy, Sunflower, RadishKarnal Sunflower Nigdhu Cotton, Sorghum (SSG), SunflowerNilokheri Paddy, Sunflower, Sorghum (SSG)Nissing Sorghum (SSG), Ladies’ fingers, Bottle guardTaraory Sorghum (SSG), Paddy, Sunflower

Kurukshetra districtIsmailabad Sorghum (SSG), Sunflower, MaizeLadwa Sorghum (SSG), Sunflower, Tomato, Maize, Bottle guardPehowa

Bitter guard, Brinjal, Sorghum (SSG), Cucumber, Round guard, Paddy, Ladies’ fingers, Bottle guard

Sahabad Sunflower, Ridge guard, Bottle guard, Round guard, Sorghum (SSG) Thaneshar Cucumber, Sunflower, Round guard, Paddy, Radish, Bottle guard

Panipat districtBapoli Sorghum (SSG), Paddy, Sunflower, Wheat, BrinjalIsrana Paddy, Sunflower, Wheat, Sorghum (SSG)Madlauda Sorghum (SSG), Paddy, Sunflower, WatermelonPanipat Cabbage, Brinjal, Cucumber, Round guard, Bottle guard, Paddy, Sorghum(SSG)Samalkha Sorghum (SSG), Paddy, Wheat, Sunflower

 

 

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Table 24: Tehsil-wise campaigning by agri-companies in a village

Tehsil Agri-companies who campaigning in a village Jind district

Jind Bayer Crop Science, Nagarjuna fertilizers, Pioneer, Rasi Seeds, Sunvax, TATA Syngenta, UPL, Excel Crop Care, Shri Ram Fertilizers

Julana Ajeet, Bayer Crop Science, Nuziveedu, Rasi Seeds, TATA, Vibha Seeds, Syngenta, Shri Ram Fertilizers, Ankur, PI Agri Inputs

Narwana SeedTech, TATA, Pioneer, Chambal Fertilizers, UPLSafidon Bayer Crop Science, Godrej, Syngenta, TATA, UPL, Chambal Fertilizers, Bharat

Insecticide, TATA, Shri Ram Fertilizers, Kaithal district

Kaithal Chambal Fertilizers, Pioneer, Shri Ram Fertilizers, Bayer Crop Science, Dhanyaa Seeds, Mukti Seeds, Shakti Seeds

Kalayat

Bayer Crop Science, Jai Shree Rasayan Udyog Ltd, Pioneer, Syngenta, Tropical Agrosystem(P) Ltd

Pundri Dhanyaa Seeds, Pioneer, Syngenta, Bayer Crop ScienceRajoned Gharda Chemicals, Monsanto, Raghore Pesticide, Coromandal Siwan

Asia Agro Chemical (P) Ltd, DuPont, Syngenta, Shree Ram Chemical (P) Ltd, Chambal Fertilizers, Excel Crop Care

Karnal districtAsandh Biozyme, Gharda Chemicals, Shri Ram Fertilizers, Tata Chemicals Gharaunda Nodai, Syngenta Indri

Bayer Crop Science, Harbir Agro Tech, Sahib Seeds, Syngenta (TOPIC), Tata Chemicals, Chambal Fertilizers, Leader(Sumitomo), Bayer Crop Science, Geo Life

Karnal

Bayer Crop Science, Dhanuka Pesticide, IFFCO, Sumitomo(Leader), Chambal Fertilizers, DuPont, Shri Ram Fertilizers, Syngenta (TOPIC), Kargils India Ltd,

Nigdhu Sumitomo (Leader), Syngenta (TOPIC), Tata chemicals, Crystal, Shri Ram Fertilizer, Gharda, Chambal Fertilizers, IFFCO

Nissing Leader(Somitomo), Shri Ram Fertilizers, TOPIC, Chambal Fertilizers, Taraory

Bayer Crop Science, Dhanuka Pesticide, Godrej, Tata chemicals, PI Agri Inputs, Shri Ram Fertilizers, Syngenta, Crystal, Godrej, Monsanto, Ramicide, Syngenta

Panipat districtBapoli Chambal Fertilizers, IFFCO, Nagarjuna Fertilizers, NFLIsrana Chambal Fertilizers, Crystal, TATA, NFLMadlauda

Sumitomo(Leader), Nagarjuna Fertilizers, NFL, TATA, Mahindra, Coromandal, Syngenta, Krishidhan, Shri Ram Fertilizers, Bayer Crop Science

Panipat Bayer Crop Science, DuPont, PI Agri InputsSamalkha Sumitomo(Leader), Syngenta (TOPIC), Krishidhan

 

 

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Table 25: Farmer’s wheat acreage in Kurukshetra district (from sample size)

Kurukshetra Variety 1 Variety 2 Others varieties

Varities 2009-10 2010-11*

Varieties 2009-10 2010-11*

Varieties 2009-10

PBW 711 154 146 DBW 17 50 47 PBW 343 16PBW 343 96 73 PBW 550 32.5 30.5 PBW 711 14PBW 502 66 66 PBW 502 28.5 35.5 PBW 550 12DBW 17 54 56 PBW 343 28 15 DBW 17 10Mix PBW 343 & WH 40 45 PBW 711 22 30.5 Barbat 8Barbat 24 10 HD 2687 9 9 PBW 502 7HD 2687 22 41 HD2851 5 5 PBW 542 5Mix PBW 343 & PBW 15 40 PBW 373 2 3 HD 2733 5WH 542 10 10 PBW 509 1 0 PBW

533/HD 2687/Harbir 606/HD

8.5

Total 481 487 178 175.5 85.5* Estimated wheat acreage

Table 26: Farmer’s wheat acreage in Kaithal district (from sample size)

Kaithal District Variety 1 Variety 2 Others varieties

Varieties Type 2009-10

2010-11*

Varieties Type 2009-10

2010-11* Varieties 2009-10

PBW 343 O 907 912.5 PBW 343 O 52.5 70 WH 542 17PBW 502 O 160 141 WH 542 O 43 42 C 306 6DBW 17 O 68 51 PBW 502 O 31 23 DBW 17 5Mix PBW 343, WH 542 & HD 2329

O 50 50 DBW 17 O 23.75 32.75 HD 2851 5

WH 542 O 19.5 31.5 PBW 711 O 19 18 PBW 502 4PBW 711 O 11 18 PBW 550 O 13.5 11 PBW 343 4Mix PBW 343 & PBW 711

O 7.5 7.5 HD 2733 O 6 15 PBW 550 2

HD 2851 O 8 10 HD 2932 O 4 15 PBW 373 O 2.5 2.5 HD 2329 O 2 0 HD 2851 O 2 0 Barbat O 1 7 Total 1231 1221.5 200.5 236.25 43*Estimated acreage

 

 

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Table 27: Farmer’s wheat acreage in Karnal district (from sample size)

Karnal district Variety 1 Variety 2 Others varieties

Varieties Type 2009-10

2010-11* Varieties Type 2009-10

2010-11*

Varieties 2009-10

PBW 343 O 627.75 626.75 DBW 17 O 62.5 62.5 DBW 17 31.5DBW 17 O 134.5 61 WH 542 O 55.5 54 Mix PBW

343 & PBW 502

10

PBW 502 O 95.5 64.5 PBW 343 O 52 101 HD 2851 8PBW 711 O 62.5 42 HD 2733 O 37 56 PBW 343 8HD 2851 O 43 59 HD 2851 O 30 43 HD 2687 4Mix HD 2894 & DBW 17

O 24 27 PBW 502 O 27 21 HD 2733 4

Mix PBW 343 & PBW 502

O 24 24 HD 2932 O 20 20 WH 542 4

Mix PBW 343 & WH 542

O 11 15 PBW 711 O 16 14 PBW 711 2

Mix PBW 343 & DBW 17

O 10 2 HD 2687 O 4 8 PBW 550 1

HD 2733 O 2 2 HD 2894 O 3 10 C 306 1PBW 550 O 1.5 1.5 JK Vijay R 3 0 Raj 3765 1 PBW 373 O 2.5 2.5 PBW 550 O 2 5 C 306 O 0.5 0.5 Total 1156.7 1035.75 315 397.5 74.5*Estimates wheat acreage

 

 

                                                      Page: 83 of 89 

 

Table 28: Farmer’s wheat acreage in Panipat district (from sample size)

Panipat district Variety 1 Variety 2 Others varieties

Varieties Type 2009-10 2010-11*

Varieties Type 2009-10 2010-11*

Varieties 2009-10

PBW 343 O 549 608 DBW 17 O 41 8 PBW 502 6HD 2851 O 26 14.5 PBW 502 O 14 3 PBW 711 5DBW 17 O 5 0 PBW 711 O 7 2 PBW 550 3 PBW 373 O 4 1 HD 2733 2 Balram 011 R 3 2 DBW 17 1 WH 542 O 3 1 HD 2851 1 HD 2329 O 2 1 HD 2851 O 2 1 C 306 O 2 1 PBW 550 O 2 1

Total 580 622.5 80 21 18* Estimated acreage

Table 29: Farmer’s wheat acreage in Jind district (from sample size)

Jind district Variety 1 Variety 2 Others varieties

Varities Type 2009-10

2010-11*

Varieties Type 2009-10 2010-11*

Varieties 2009-10

PBW 343 O 609.5 568.75 PBW 502 O 51 48 DBW 17 10Mix PBW 343 & PBW 711

O 21 21 DBW 17 O 21 12 PBW 711 5

PBW 711 O 17 17 HD 2329 O 19.5 19.5 HD 2329 4HD 2329 O 11 13 PBW 711 O 12 11 PBW 502 2PBW 502 O 8 14 PBW 343 O 8 8 C 306 2DBW 17 O 4 4 WH 542 O 8 5 HS 283(E) 1WH 147 O 4 5 HD 2851 O 5 1 Purna(HI

1556) 1

HS 283(Himgiri)

O 5 5

PBW 550 O 5 5 2009 O 3 3 PBW 373 O 3 3 C 306 O 2 2

Total 674.5 642.75 142.5 122.5 25* Estimated acreage

 

 

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Table 30: List of MOP & MRP of all varieties in different districts and total average of it Kurukshetra Kaithal Karnal Panipat Jind

S. No.

Variety

Type

Avg of

MOP

Avg of

MRP

Avg of

MOP

Avg of

MRP

Avg of

MOP

Avg of

MRP

Avg of

MOP

Avg of

MRP

Avg of

MOP

Avg of

MRP

Total Avg of

MOP

Total Avg of

MRP

1 DW 162 O 50 50 2 PBW 343 O 16 16 16 20 16 21 16 19 16 20 16 19 3 PBW 373 O 18 20 17 21 17 22 17 20 17 20 17 20 4 PBW 154 O 33 33 5 WH 711 O 21 22 18 21 18 24 17 21 18 21 18 22 6 WH 542 O 16 21 16 21 17 24 16 20 17 20 16 21 7 PBW 502 O 17 20 16 20 16 22 16 20 17 20 16 20 8 PBW 550 O 27 26 21 26 23 30 25 31 25 29 24 28 9 DBW 17 O 29 34 27 34 26 36 27 32 26 30 27 33

10 WH 147 O 17 21 17 21 11 HD 2189 O 25 18 21 12 Lok 1 O 18 18 13 HD 2687 O 22 23 18 19 18 22 16 20 17 20 18 21 14 HD 2329 O 19 30 18 22 22 18 18 22 17 20 19 22 15 UP 2338 O 19 18 23 16 18 23 17 21 17 22 16 UP 2565 O 22 22 17 HD 2733 O 23 35 20 23 22 27 20 25 28 31 23 28 18 PBW 509 O 18 28 16 17 28 19 HD 2851 O 23 33 20 25 22 28 20 24 22 29 21 27 20 WR 544 O 30 19 24 21 HD 2894 O 34 35 20 23 21 24 21 26 18 21 23 26 22 Raj 3765 O 25 19 23 18 23 19 23 17 20 20 22 23 C 306 (Desi) O 25 26 31 22 27 24 29 24 Ajeet 109 R 35 41 46 38 46 25 Ankur Kedar R 35 35 26 Balram 011 R 20 25 30 35 25 30 27 Nath Mohan

Wonder R 38 38

28 Nirmal Nirbhay

R 38 38

29 Nirmal Ajay 72

R 38 38

30 Nirmal Abhay 139

R 38 38

31 Barbat O 38 50 38 50 32 Rushi R 40 34 41 37 41 33 Super 151 R 35 35 34 Super 172 R 35 35 35 JK Vijay R 40 40 36 Harbir 606 R 40 40 50 38 45 35 40 38 45 37 Harbir 603 R 40 38 45 35 40 38 43 38 Harbir 609 R 40 40 50 38 23 35 40 38 38 39 209 O 21 21 40 Hypro R 30 40 30 40 41 HD 2932 O 20 30 37 21 24 23 30 42 Supriya 701 R 50 60 50 60 43 Super 152 R 38 43 40 50 39 46 44 Thunder R 25 30 25 30

Avg of all varieties 30.1 28.0 21.9 27.0 23.0 28.4 22.8 27.5 22.6 27.5 28.12 31.37

 

 

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Form 1: Farmers’ Questionnaire

1. What is the cropping pattern followed in village?

Kharif Rabi Zaid

Pattern-1

Pattern-2

2. Details about wheat grown

S.

No. Variety

Acreage

(2009-

10)

Acreage

(2010-

11)

Yield

(09-10)

Seed

(saved/

purchased)

Mandi

Price

(Rs/qntl)

Replaced

Variety

Seed

Price

(Rs./kg)

1

2

3. From how many years are you growing the above variety/ies?

___________ Years

4. Are you thinking of changing your preferred variety/ies?

a) Yes b) No

5. If yes, why?

i. Disease susceptibility vi. Inability to use seeds next year

ii. Low yield vii. Poor roti quality

iii. High cost of seed viii. Availability of better substitute

iv. High input requirement ix. Lodging susceptibility

v. Low market price of output x. Other

6. If no, then what do you like in the product?

i. Disease resistance vi. Ability to use seeds next year

ii. High yield vii. Good roti quality

iii. Low cost of seed viii. Unavailability of better substitute

iv. Low input requirement ix. Lodging resistance

v. High market price of output x. Others

 

 

                                                      Page: 86 of 89 

 

7. How much more yield do you want if you invest Rs. 100 extra for seed (per acre)?

__________ Quintals/Acre.

8. Who influences you to decide which variety to buy? (Rank 1st, 2nd and 3rd)

Reference Sources Rank Other Farmers Family members /relatives Dealers Opinion leaders Government officials Private company’s campaigns Past Experiences Radio / Television Print Media Any other _________________

9. What is your preference for wheat cultivation?

a. OP b. Research c. Hybrids d. Neutral

10. Name all the companies producing seeds for wheat that you are aware of?

Company Rank Krishidhan Nath SSCs Mahyco Ankur Ajeet Nirmal DSCL Others

11. Do you know about Mahyco?

a. Yes b. No

 

 

                                                      Page: 87 of 89 

 

12. If yes, how did you become aware of it?

Promotion Method Rank Jeep campaign Banners/Poster Wall painting Farmers meetings Crop shows Leaflets Radio Retailers Fellow farmers Others

13. Name some products/brands of Mahyco?

1. _____________________

2. _____________________

3. _____________________

14. Does any agri company promote here in this village?

a. Yes b. No

15. Name some other company campaigning in this village?

1. _____________________

2. _____________________

3. _____________________

16. What all methods do they use for campaign?

Campaign Method Rank Jeep campaign Banners/Poster Wall painting Farmers meetings Crop shows Leaflets Radio Gift Items Field visits (service)

 

 

                                                      Page: 88 of 89 

 

17. How should Mahyco promote to increase sales/reach?

Campaign Method Rank Jeep campaign Banners/Poster Wall painting Farmers meetings Crop shows Leaflets Radio Gift Items Field visits (service)

18. What is the total size of your land holding?

_______ Acre

Name: _____________________________

Contact no.:____________________ Village: _______________________

Tehsil: ____________________ District: _______________________

Units would be:

Acreage : Acre

Production : Quintal

Yield : Quintal per acre

 

 

                                                      Page: 89 of 89 

 

Form 2: Dealers’ Questionnaire

Name of Dealer: Taluka: District: Phone no: Market Size (Total): OP: Research:

Quantity (Qtls)S. No. Product Name Type 2009-10 2010-11 MOP(Rs./

Kg) MRP(Rs./

Kg) USPs Negative Points

1 DW 162 O 2 PBW 343 O 3 PBW 373 O 4 PBW 154 O 5 WH 711 O 6 WH 542 O 7 PBW 502 O 8 PBW 550 O 9 DBW 17 O

10 WH 147 O 11 HD 2189 O 12 Lok 1 O 13 HD 2687(Shresht) O 14 HD 2329 O 15 UP 2338 O 16 UP 2565 O 17 HD 2733 O 18 PBW 509 O 19 HD 2851 O 20 WR 544 O 21 HD 2894 O 22 Raj 3765 O 23 C 306 (Desi) O 24 Ajeet 102 R 25 Ajeet 109 R 26 Ankur Kedar R 27 Green Gold 21 R 28 Krishidhan Balram R 29 Nath Mohan Wonder R 30 Nirmal Nirbhay R 31 Nirmal Ajay 72 R 32 Nirmal Abhay 139 R 33 Narmada Sarita R 34 Sirsa (Unnat) R 35 Barbat O 36 Rushi R 37 Super 151 R 38 Super 172 R 39 JK Vijay R 40 Pratham 7070 H 41 Harbir 606 R 42 Harbir 603 R 43 Harbir 609 R 44 209 O 45 Hypro R 46 HD 2932 O 47 Supriya 701 R 48 Super 152 R 49 Thunder R