“Farmer Awareness and Reach of SATHI Product(Pyrazosulfuron Ethyl 10% WP) in Paddy Growing

Area’s of Dist. Ambala, (Haryana)”

“ककककक कककककककक कक कककक कककककक(ककक ककक कक कककक ककक

ककककक 10% ककककक. कक.) कक ककककक ककक कक कककककककककककक ककक कककक. कककककक, (ककककककक)”

Ashok Kumar Bairwa

Advisory in - Dr. P.P. Jani

SUMMER TRAINING REPORTMaster of Business Administration

(Agri Business)

(2013-2014)

Page | 1

DEPARTMENT OF AGRICULTURE ECONOMICS & MANAGEMENTRAJASTHAN COLLEGE OF AGRICULTURE

MAHARANA PRATAP UNIVERSITY OF AGRICULTURE &TECHNOLOGY, UDAIPUR-313 001

“Farmer Awareness and Reach of SATHI Product(Pyrazosulfuron Ethyl 10% WP) in Paddy Growing

Area’s of Dist. Ambala, (Haryana)”

“ककककक कककककककक कक कककक कककककक(ककक ककक कक कककक ककक

ककककक 10% ककककक. कक.) कक ककककक ककक कक कककककककककककक ककक कककक. कककककक, (ककककककक)”

SUMMER TRAINING REPORTSubmitted to the

MAHARANA PRATAP UNIVERSITY OF AGRICULTURE &TECHNOLOGY, UDAIPUR-313 001

Page | 2

in partial fulfillment of the requirement for

the degree of

Master of Business Administration

(Agri Business)

By

(Ashok Kumar Bairwa 2013-2014)

CONTENTS

Chapter No. Particulars Page No.

1. Introduction 8-12

2. Review of Literature 11-12

3. Research Methodology 13-14

4. Finding And Analysis 15-32

Page | 3

5. Conclusions and Recommendations 33

6. Appendices 34-35

DEPARTMENT OF AGRICULTURE ECONOMICS & MANAGEMENT RAJASTHAN COLLEGE OF AGRICULTURE MAHARANA PRATAPUNIVERSITY OF AGRICULTURE & TECHNOLOGY, UDAIPUR-313 001

Date: 23/11/2013

CERTIFICATE

This is to certify that the Summer training Report entitled

“Farmer Awareness and Reach of SATHI Product

(Pyrazosulfuron Ethyl 10% WP) in Paddy Growing Area’s

Page | 4

of Dist. Ambala, (Haryana)” submitted for the degree ofMaster of Business Administration (Agri Business) embodies

bonafide work carried out by Ashok Kumar Bairwa under my

guidance and supervision. The assistance and help received

during the summer training have been fully acknowledged.

(Dr.P. P. Jani) (Dr.S.S.Burark)

Major Advisor Head

Page | 5

1. INTRODUCTION

1.1 Introduction about Paddy:-

India is one of the world's largest producers of

white rice and brown rice, accounting for 20% of all world

rice production. Rice is India's preeminent crop, and is the

staple food of the people of the eastern  and southern parts

of the country

Rice is one of the chief grains of India. Moreover, this

country has the biggest area under rice cultivation, as it is

one of the principal food crops. It is in fact the dominant

crop of the country. India is one of the leading producers of

this crop. Rice is the basic food crop and being a tropical

plant, it flourishes comfortably in hot and humid climate.

Rice is mainly grown in rain fed areas that receive heavy

annual rainfall. That is why it is fundamentally a kharif crop

in India. It demands temperature of around 25 degree Celsius

and above and rainfall of more than 100 cm. Rice is also grown

through irrigation in those areas that receives comparatively

less rainfall. Rice is the staple food of eastern and southern

parts of India. In 2009-10, total rice production in India

amounted to 89.13 million tonnes, which was much less than

production of previous year, 99.18 million tonnes.

The Scientific Name is Oryza sativa. It belong to the

family: Poaceae

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Rice is grown in 18 districts of Haryana. Out of which seven

districts are in high productivity group, that is, yield more

than 2,500 kg/ha The Sowing time is 15th May to 15th June and

harvesting period is September to December.The average yield

in is about 2,819 Kg/ha.

1.2 History of the company:-

United Phosphorus Limited (UPL) are a global generic crop

protection, chemicals and seeds company, headquartered in

India (Mumbai). UPL, Advanta and UEL, the three companies in

this group, are listed on the Indian stock exchange, with a

combined market capitalization of approx $2.5 billion. The

revenue of company has grown at a CAGR of 26% over the last 5

years.

It`s almost 40 years ago, when United Phosphorus had started

as a small scale unit to manufacture Red Phosphorus. Through

backward and forward integrations respectively, today the

company is a leading global producer of crop protection

products, intermediates, speciality chemicals and other

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industrial chemicals. Being the largest manufacture of

agrochemicals in India, Company offer a wide range of

products that includes Insecticides, Fungicides, Herbicides,

Fumigants, PGR and Rodenticides.

At UPL, a team of experts in different parts of the world

which conducts a proper study of the market and the other

competitors, charts out growth plans through mergers,

acquisitions and strategic alliances. The company operate

in every continent and have a customer base in 123

countries with its own subsidiary offices in Argentina,

Australia, Bangladesh, Brazil, China, Canada, Denmark,

France, Germany, Hong Kong, Indonesia, Japan, Korea,

Mauritius, Mexico, New Zealand, Russia, Italy, Turkey,

Spain, South Africa, Taiwan, USA, UK, Vietnam, Zambia,

Shanghai, Columbia and Netherland. Company rank amongst the

top 5 post patent agrochemical industries in the world.

With 23 manufacturing sites (9 in India, 4 in France, 2 in

Spain, 3 in Argentina, 1 each in UK, Vietnam, Netherlands,

Italy, China) and each of them boast of strong support from

the on-site technical services and the quality control

teams. Each of our units operates under the strictest

international quality standards and has been certified

under ISO 9001 for Quality Assurance, 14001 for Environment

Pollution Control Norms and OHSAS 18001 for Health and the

Society.

Working in synergy with our customers in the marketplace,

we recognize the requirement for the highest level of

support in product research, development and registration.Page | 8

Capability in applied R & D is one of company’s major core

competences. 

1.3 Vision & Mission1.3.1 Mission

UPL MISSION to give long term benefits & farm management

system to farmer.

1.3.2 Vision

1.4 Objective of company• To develop and successfully market Agri Input products for

floriculture, horticulture and agriculture.

• To provide total customer satisfaction and achieve

leadership in chosen markets and products, through a strong

and extensive dealer-distributor network.

• To be good corporate citizens driven by high ethical values

in our practices and responsible towards society.

1.5 Locations: Corporate office of the company is situated at

Mumbai (Maharashtra).

1.6 Competitors

United Phosphorus Limited Company is in competition with both

national & multinational companies like Monsant, Sygenta, Du-

pont & other are the major competitors for the company.

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Fungicides available in the market which are having close

competition with SATHI product are as follows:

Table no.1.6.1 competition with both national &

multinational companies.

S.No. Company Brand1 Monsanto Machetee2 sygenta Axile3 Du-Pont Sunrise4 Other 2,4-D

1.7

Product Mix of company:

1.8Marketing channel of UPL:

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

simpler times, the company would hire salespeople to sell to

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directly to final users. Today the number of go-to-market

alternatives has exploded to eliminate the middleman and make

the product readily and cheaply available to the consumers/

farmers. The marketing channel followed by United Phosphorus

Limited is as follows:

1.9 Introduction of Product SATHI under study

Technical Name : Pyrazosulfuron Ethyl 10% WP

Mode Of Action : Selective, Pre-emergence

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Initial SupplierInbound LogisticManufacturerOutbound LogisticRetailerConsumer/Farmers

Crop: Paddy

Target Diseases: Grassy and Broad Leaf Weeds

Recommended dose 80 gm/acre

SATHI (product of UPL)is the latest weedicide .Phalaris minorand broad leaves weeds are controleed by SATHI by applying onceonly to the weeds.

1.10 Objectives of study• To study the profile of farmer.

• To assess the perception of farmer towards SATHI.

• To study of promotional activities of UPL.

1.11 Limitations

1. Limited time was available and a large area was to be covered.

2.The questions related to the expectations and suggestions asked in the schedule were not answered by most of the respondents.

3. Language problem in Haryana.4. Some of the farmers were not ready to disclose anything.

1.12 Chapter Plan

The entire study presented in five chapters. The first chapterdeals with the introduction of Herbicides, Productintroduction, company profile, importance and limitations ofthe study. A chapter second enlists the review of literatureunder which all the review are laid out from which concernstudy was depicted for knowledge purpose. The chapter thirddeals with research methodology. The chapter fourth is meantfor finding, analysis of the data drawn through survey. Thechapter fifth is meant for conclusion & recommendations.References are given at the end.

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2. Review Of LiteratureThe comprehensive review of literature is an essential

component of any scientific investigation, and as such, an

attempt has been made to present the available literature in

relation to the present study, in brief

Bara (2002) analyzed the agrochemicals market

strategy of Dhanuka vis-à-vis its competitors in Sri

Ganganagar area of Rajasthan and reported that out of total,

67.78 percent farmers used fungicides, 28.29 percent used

growth regulators and 26.67 percent used herbicides. Out of

the 18 major players in the market DPL ranked seventh in 2000-

2001 and sixth in 2001-2002.

Mishra (2002) examined farmers’ perception and

preference for different brands and their positioning for PI

brand in untapped area of Agra, Mathura and Aligarh and

suggested the ways to change the perception of the farmers so

as to fill the gap between preference and perception. The

researcher also found different attributes required for brand

positioning and observed that there existed a big gap between

perception and preference of farmers. The important attributes

responsible were high price and non availability of the

product.

Singh (2002) studied the role of pesticides

with regard to vegetable production, environmental hazard and

farmer’s perception about different brands in Jaipur district

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and reported that most of farmers use insecticides more out of

total pesticides used in Jaipur district. He also found that

most of farmers in Jaipur district use more pesticides in

kharifseason for vegetable production after infestation.

Sinha (2002) in his work entitled “Brand positioning of

pesticides and farmers perception and preference for different

brands of pesticides in untapped areas of Udhamsinghnagar and

Nanital” stated that good quality product and regular field

work is necessary for the brand positioning. Traders’ interest

is one of the important attributes for proper brand

positioning and other attributes like credit facility along

with good relationships are also important observation about

PI Industries Ltd. was that the incomplete product range, lack

of work force and low efficiency and effectiveness of the work

force has usually hampered the sales.

Kumar (2003) in his study on “Estimation of

market potential of agrochemicals for paddy and vegetables in

Uttaranchal state with special reference to PI Industry

Ltd”stated that among herbicides Butachlore was the main

chemical while among plant growth regulators, Biozyme was the

brand leader among Herbozyme, Biovita, Multiplex etc.

Bansal (2003) studied the pesticide consumption in chilli

with special reference to miticides in Jaipur district of

Rajasthan and reported that total market size of pesticide was

8.28 crores and pesticides consumption in vegetable is 60 per

cent of total pesticide market and Syngenta was the market

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leader followed by Dhanuka. Besides chilli large portion of

pesticide is being used in crops like okra, brinjal and

tomato.

Sharma (2003) studied the effect of Biovita on yield

and quality of vegetables and paddy in Patiala and Amritsar

districts of Punjab and found that 99 per cent farmers were

not aware about PI products by company name and foratox and

fosmite were the popular brands in the study area. He further

stated that only 8 per cent dealers were selling PI product

and 49 per cent dealers had the opinion that price of PI

product was good but margin was poor. Dealers were not

satisfied with the credit system of PIIL because PIIL were not

providing credit facility and PIIL’s post sale service was

poor.

All the above literatures are related to the different

analyses which are earlier done by different researchers on

the brand promotional activities of different fungicides,

insecticides, growth promoters etc. Therefore these are used

here for reference purpose in order to get help in the study

and to avoid doubling of the study.

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3. Research Methodology3.1 Type of research:-

Exploratory research was conducted to fulfill the objective of

the study. The basic emphasis of the study was to know farmers

perception towards the Herbicides (SATHI) product. It also

described the satisfaction level of the product.

3.2Area of Study:Ambala district (Haryana

Village

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Haryana Ambala

3.3 Sample Design

Sample Size: - 100 Farmers from 3 villages.

In 100 farmers 74 were users & 26 were non users of SATHI

Herbicides.

Sampling Technique: -Purposive Sampling

Sampling Procedure: Multistage sampling

3.4 Duration of Research

The research work was carried for 2 months and days from 6th

may 2013 to 6th July 2013.

3.5Collection of data

3.5.1 Source for data collection

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1.Bulana

2.Amipur

3.Khera

Both primary and secondary data were collected for the

accomplishment of the study.

Primary Data - The primary data sources were the farmers

in Ambala district. The methodology for the collection of

primary data involved interview and closed ended

discussions by the farmers.

Secondary Data - The secondary data was obtained from KVK

& Company’s previous year’s data.

3.5.2Tools of Data collection

Schedule containing closed ended questions was used as main

tools for data collection from the farmers.

Closed-ended questions:

Dichotomous -Question with two possible answers-YES or NO.

Multiple choices - Questions with three or more answers.

3.6 Interviewing-Farmers were interviewed to get best possible

information to full fill the objectives for which the research

was conducted.

4. Findings and Analysis

To study Herbicides in Ambala district a preliminary survey was

done to gain understanding about the area. The objective wise

analysis is presented in the following section.

4.1 profile of sample farmers.

4.1.1 Age group of farmers:

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Table4.1.1 Age group of farmers

14%

26%

38%

22%

Age group of farmers

20-3030-4040-50more than

Fig. 4.1.1 Age groupof farmers

Interpretation

The selected farmers were grouped is four size groups in the

batch of age in years. Table 4.1.1 indicates that majority of

the respondent fall under age group of 40-50 years (38%),Page | 19

Sr.No. Age Group (years) No. ofFarmers

Percent

1 20-30 14 14

2 30-40 26 26

3 40-50 38 38

4 More then 50 22 22

Total 100 100

followed by age group of 30-40 years (26%), more than 50 years

(22 %) and 20-30 years (14%).

4.1.2Education level of farmers

Table4.1.2Education level of farmers

Sr.

No. Education Level No. of

Farmers Per

cent

1 Illiterate 25 25

2 Up to Secondary 48 48

4 Above Secondary 27 27

Total 100 100

25%

48%

27%

Education level of farmers

IlliterateUp to SecondaryAbove to Secondary

Fig. 4.1.2Education level of farmers

Interpretation

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Education is an important indicator in decision making and

awareness. Table 4.1.2 reveals that 48% of the farmers were

educated up to secondary and 27 % studied Above to secondary,

least were Illiterate 25%.

4.1.3 Size of land holding area: The farmers land holding in the

study area has been shown in table 4.1.3 and fig.4.1.3

Table4.1.3Size of land holding

Sr.

no.

Farmers area No. of

farmers

Per cent

1 Small farmers (up to 5 acre) 24 24

2 Medium farmers (5 to 15

acre)

43 43

3 Large farmers (more than 15

acre)

33 33

Total 100 100

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24%

43%

33%

Size of land holding

Small FarmersMedium FarmersLarge Farmers

Fig. 4.1.3Size of land holding

Interpretation

Among 100 farmers under study , result (table 4.1.3 and fig

4.1.3) showed 43 farmers (43%) were medium farmers , 33(33%)

were large and rest were small holding land up to 5 acre.

4.1.4 Major source of income:

It is evident from table (4.1.4) and fig (4.1.4) that all

farmers were engaged in agriculture.

Table4.1.4Major Source of income

Sr.

No.

Income source No. of

Farmers

Per cent

1 Agriculture 44 44

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2 Agriculture + service 37 37

3 Agriculture + Other

(occupations)

19 19

4 Total 100 100

44%

37%

19%

Major Source of income

AgricultureAgriculture+ServiceAgriculture+other

Fig. 4.1.4Major Source of

income

Interpretation

Information from table 4.1.4 depicts that farmer (19%) practiced

agriculture along with other occupation (input shop, kirana

shop, dairy farm etc.) followed by (37%) farmers who along with

agriculture were in job and 44% farmers were dependent on

agriculture alone.

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4.2To study market share of SATHI and its competitors.

4.2.1Awareness about Herbicides:

Table 4.2.1Awareness about Herbicides:

Awareness No. offarmers

Per cent

Good Knowledge 45 45Moderate Knowledge 31 31Little Knowledge 24 24

100 100

45%

31%

24%

Awareness about Herbicides

Good KnowledgeModerate KnowledgeLittle Knowledge

Fig.4.2.1Awareness about

Herbicides

Interpretation

Results Table 4.2.1 remarks that, 45% of the farmers are awareand have good knowledge about herbicide whereas 31% havemoderate knowledge and 24% farmers have little knowledge aboutuse of herbicides.

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4.2.3Use of Herbicides: It was observed that all farmers have used herbicides.

Table4.2.3 Use of Herbicides

Use of

Herbicides

No. of

farmers

Per cent

Yes 85 85

No 15 15

Total 100 100

Page | 25

85%

15%

Use of Herbicides

YesNo

Fig.4.2.3 Use of

Herbicides

Interpretation

Data from table 4.2.3 Shows that Mostly all the farmer of

study area uses Herbicides .They get information by any of

the sources like by Dealer peer etc. So from the above table

it is clear that 85% of the farmers are using herbicides and

15% is not using it.

4.2.4Use of UPL Product SATHI

Table.4.2.4 Use of SATHI

Use of SATHI

Yes No

74 11

87% 13%

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87%

13%

Use of Sathi

YesNo

Fig.Use

of SATHI

Interpretation

Information from Table 4.2.4 depicts that Number of farmers

using the product SATHI are 74 (87%) and those who are not

using are 11 (13%).

4.2.5Source of information about SATHI/ New Product:

Table4.2.2Source of information about TOTAL/ New Product

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Dealer Peer Company

Official(FA

)

Others Total

Farmers 41 11 37 11 100

Percent 41 11 37 11 100

41%

11%

37%

11%

Source of information about SATHI/ New Product

DealerPeerF.A.Other

Fig.4.2.5Source of information about SATHI/ New Product

Interpretation

The information about the New product/SATHI is very essential

for farmers with respect to method of using product, time of

application etc. The above table reveals that the source of

information about SATHI/New product to the farmers are 41% by

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Dealer, 37% by Company official (FA) , 11% by peers and 11%

others.

4.2.6Level of Satisfaction of Farmer from SATHI:

Table4.2.6 Reason for not using UPL Product(SATHI)

Level No. of Farmer Per cent

Satisfied 65 88

Unsatisfied 9 12

Total 74 100

88%

12%

Level of Satisfaction of Farmer from SATHI

SatisfiedUnsatisfied

Fig.4.2.6 Reason for not using UPL Product

(SATHI)Page | 29

Interpretation

Under the present investigation it was found that Out of 74

farmers who all are using SATHI 65 Farmers (88%) are

satisfied and (12%) are unsatisfied.

4.2.7 Reasons for Satisfaction from SATHI:

Table4.2.7 Reasons for Satisfaction from SATHI:

Sr.No. Reasons (Rank-1) No.Of farmer Per cent

1 Quick Result 29 47

2 Long impact in field

1726

3 Easy to use 9 12

4 Easy availability

10 15

Total 65 100

Interpretation

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88% farmers are satisfied from SATHI .The main reasons for

satisfaction are:

47% farmers use it because it has quick result in field

followed by 26% farmers use because of long impact in field,

12 % farmers use as it is easy to use and 15% farmers use

because of Easy availability.

Reasons for Satisfaction from SATHI

Table 4.2.8 Reasons for Satisfaction from SATHI

Reasons No. of farmers

Fear of notreceiving result 2

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Retailers pushapproach 4

Loyal to otherproduct 3

Total 9

Interpretation

2 farmers are Fear of not receiving result from SATHI. 4

farmers are impact Retailers push approach and 3 farmers areloyal to other product.

4.2.9 Perception about UPL’s Product Quality

Table4.2.9 Perception about UPL’s Product Quality

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Perception about UPL’s product quality

Highly

reliable

Reliabl

e

Neutral Unreliab

le

Highly

unreliable

Total

No. of

farmer

47 11 5 2 0 65

Per cent 72 17 8 3 0 100

72%

17%

8%

3%

Perception about UPL’s Product Quality

Highly reliableReliableNeutralUnreliableHighly reliable

Interpretation

Different farmers have different perceptions about the product

they use it. If we talk about farmers perception about UPL’S

product quality ,72% farmers are highly reliable followed by

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17% are reliable, 8% are Neutral whereas 3% are unreliable and

0% are highly unreliable.

List of SATHI Users Farmers

Page | 34

Page | 35

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4.3.1 Promotional activities for SATHI

Table 4.3.1Promotional Activities conducted by UPL for SATHI

Activities No. of

farmers

Per cent

farmer meeting 68 68

van campaign 8 8

poster 10 10

individual contacts 8 8

field demonstration 6 6

100 100

68%

8%

10%

8%6%

Promotional activities for SATHI

Farmer meetingvan campaignposterindividual contactsfield demonstration

Fig.Promotional activities for

SATHI

Page | 37

Interpretation

There are different Promotional activities conducted by UPL

for SATHI. Majority of farmers (68%) participated in meeting

organized by UPL followed by Poster (10%) and van campaign

(10%).

Page | 38

COUNCLUSION AND

RECOMMENDATIONS.

4.1 Conclusions:

45 per cent farmers are have good knowledge of

Herbicides

The main source of information for farmers is

dealers (41%) and company's official (37%)

like field assistant.

(85%) farmers are use Herbicides.

(88%) farmers are use SATHI

(88%) farmers are full satisfied due to quick

Result & long impact in field.

(12%) farmers are unsatisfied because

inappropriate method of use .

Page | 39

4.2 Recommendations:

• Company should be maintaining a good relationship with

distributor.

• UPL Company has to increase the availability of the

product according to the crop in a time.

• Sell the product with good marketing strategy like

promotion activity , feedback from farmers and

distributors, dealers.

• Company always focus on the competitor’s strategy, and will

have keep a good plan for a better market position.

Farmer Interview Schedule

(1) Basic information

Name: - _______________________________________________________

Village: - _____________________________________________________

Contact no: - _______________________

Page | 40

(1) Age (a) 21-30 (b) 31-40 (c) 41-50 (d) 51and above

(2) Education (a) Illiterate (b) up to primary (c) up to secondary . (d) up toSr.sec(e) Above Sr. Secondary

(3) Land holding ( In acre )(a) up to 2 acre (b) 3-6 acre (c) More than 6 acre

(4)Source of income(a) Agriculture (b) Ag and Service (c) Ag and Other

(5) Possession of agricultural implements & machinery (a)Owned (b) rented (c) both

(6) Awareness about Herbicides (a)Good Knowledge (b) Moderate Knowledge(c) Little Knowledge

(7) Use of herbicides in the field (a) Yes (b) no

(8) Use of UPL Products (SATHI) in field (a) Yes (b) no

(10)Sources of information about New Product(a) Dealer (b) Peer (c) Company Official(FA) (e) Others

(11) Reasons for not using UPL Products SATHI (a) Retailers push approach (b) Loyal to other product (c)Would like to see result

Page | 41

(d) Fear of not receiving result

(12)Level of Satisfaction of Farmers from SATHI(a) Satisfied (b) Unsatisfied

(13)Reasons for Satisfaction from SATHIa) Long impact in fieldb) Quick Resultc) Easy to used) Easy availability

(14)Farmer’s Perception about SATHI Qualitya) Highly reliableb) Reliablec) Neutrald) Unreliablee) Highly unreliable

(15) What is the Market share of SATHI and its competitors(According to the farmers perception)

a) UPL(SATHI)b) Dhanuka(fuzzy)c) Syngenta (Axial)d) Sumitomo(Matechi)e) Bayer(Sunrise)f) Other

(16) What all Promotional Activities are conducted by UPL for SATHI

a) farmer meetingb) van campaignc) posterd) individual contactse) field demonstration

FarmerSuggestion__________________________________________________________________________________________________________________________________________________________________________

Page | 42

_________________________________________________________________________________________________________________________

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