COLLEGE OF AGRIBUSINESS MANAGEMENT
GOVIND BALLABH PANT UNIVERSITY OF AGRICULTURE AND TECHNOLOGY
SYNOPSIS
1. Name of student : Gaurav Baloni
2. Identity number : 55725
3. Degree program : MBA (Agribusiness Management)
4. Date of admission : Aug, 2020
5. Project title : Marketing strategies for Uttam brand pesticides of
Chambal Fertilizer Ltd. in Muzzafarnagar district of UP
6. Advisory committee :
(Dr. Mukesh Pandey)
Chairperson
(Dr. Saurabh Singh) (Dr. Sneha Dohare)
Member Member
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7. INTRODUCTION
The Indian pesticide market is the twelfth largest in the world with market size of 232 billion
INR, which is 1.6% of the global market. The pesticide market in India is anticipated to grow at
a CAGR of 3.84% as per the report byresearchandmarkets.com. The leading playersin the Indian
pesticide industryare UPL, PI Industries, Gharda Group, Bharat Group, and Krishi Rasayan
Group.The pesticides consumption in India is unevenly spread across various regions. India's
major pesticides consuming states are Andhra Pradesh, UP, Maharashtra, Punjab & Haryana.
Chambal Fertilizer Ltd is the leading manufacturer of fertilizer in India since 1994.The Company
has three manufacturing plants with an annual production capacity of around 3.4 million MT of
Urea. Apart from the manufacture of Urea, the Company markets other fertilizers and agri-inputs
such as Di- Ammonium Phosphate (DAP), Muriate of Potash (MOP), Ammonium Phosphate
Sulphate (APS), different grades of NPK fertilizers, Sulphur, micro-nutrients and agrochemicals.
After Urea, the Company’s largest-selling products are DAP and MOP. Most of these products
are sourced from reputed suppliers and sold under the 'Uttam' umbrella brand. The various
products are Uttam Neem urea, Uttam DAP, Uttam MOP, Uttam Sulton, Uttam Polybar etc. The
company provides its services in the northern or western part of India and planning for expansion
in the southern or eastern part.
The Company has donned the mantle of providing all agri-products through a 'single window' to
enable the farmer to buy all products from one source. Chambal Fertilizer Ltd has been in the
pesticide industry for the past 8 years in India but has started its expansion in this sector in the
past 2-3 years. They have also started the pesticide segment with the brand name Uttam. The
various products in the basket are Uttam EMA, Uttam Metroz, Uttam Lexon, Uttam Fulcot,
Uttam Metaveer etc. Due to being late to join their competitors in the pesticide segment Chambal
Fertilizer has a low market share that is .1% of the total market size(author’s calculation). To
increase its market share it is important to study and analyze the marketing strategy of its major
competitors and to come up with its marketing strategy to penetrate better in the target market to
boost sales.
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8. PROBLEM STATEMENT
Chambal fertilizer is a new player in the pesticide industry in India. When compared to its
competitors it has a low market share and low sales volume. To improve its sales and to increase
its market size it is important to analyze consumers and distribution channels as well as evaluate
the marketing strategy of its major competitors. This will help Chambal Fertilizer Ltd. know
where they are lacking and what they can do better. This study will help Chambal Fertilizer Ltd.
to know farmers’ perceptions about Chambal fertilizer and factors that influence their purchasing
decisions which will help in forming a marketing strategy to boost its sales and to increase its
market share in the pesticide industry.
9. OBJECTIVES
This research has been conducted with special reference to the Muzzafarnagar district of UP and
the core objectives of this research are as follows.
To study the factors influencing the pesticide purchase decision of farmers.
To study farmers perceptions about Uttam pesticides and analyze the pesticide usage
pattern of farmers.
Design a suitable marketing mix for the market segment targeted by Chambal Fertilizer.
10. WORK ALREADY DONE
Sharma et al. (2014) conducted a case study on the attitude of vegetable growing farmers
towards pesticides use in Nepal. The study revealed that 95.3 per cent of farmers used chemical
pesticides in their vegetable crops. The majority of farmers (51 per cent) mainly depended on
pesticide dealers for advice, followed by a public extension system (32 per cent), fellow
farmers/friends (31.5 per cent) and News/FM (15.5 per cent).
Bandara et al. (2013) conducted a study on farmers’ perception and willingness to pay for
pesticides concerning quality and efficacy. The results revealed that four variables namely; age,
average monthly income, pest intensity and action have a significant relationship with farmers'
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perception and willingness to pay for pesticides concerning quality and efficacy.
Selvarajanah and Thiruchevalam (2007) said that the estimated average amount of active
ingredients of pesticide applied was 1.9 kg and 11.5 kg/ha/yr.for paddy and chilli respectively.
About 60 per cent of farmers had applied 40 per cent higher concentrations than the
recommended level. An econometric analysis revealed that high prices of chemicals minimize
pesticide use and the use of family labour in spraying tends to increase the use of pesticides.
Varma (1990) in the study reported that in the village of Ghaziabad on an average 20.5 per cent
of farmers used insecticides, 13.6 per cent used fungicides and none had ever used any
weedicide. Availability of easy and cheaper control measures, availability of skilled labour and
finance in time influences plant protection use.
Perritt (1989) revealed that 95 per cent of farmers purchase and apply pesticides to protect food
crops in the field and during storage. The use of pesticides is more complicated because it
requires appropriate training to identify the pest, to select the appropriate pesticide and to use it
in required quantities at the right time. Because of this, the use of pesticides continues to be at a
lower level and disproportionate to fertilizers used in the country.
11. METHODOLOGY
This section presents the broad framework of the study including the location of the study, the
type and source of data used, the horizon of the study period and the analytical tools employed.
11.1 Research Design
During the project tenure, the research was based both on qualitative and quantitative approaches
and the purpose of the project was both explanatory and descriptive.
11.2 Sources of Data
From both, sources data were collected. Primary data were collected from the farmers, retailers
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and dealers with the help of well-developed questionnaires. Based on the observation also the
data were being collected. The area of primary data collection was limited to the Muzzafarnagar
district of UP. The managers and employees of the companies were also part of data collection.
And the secondary sources were the national international journals, newspapers, published and
unpublished thesis reports, books and the internet.
11.3 Area of Study
To conduct the study Muzzafarnagar district of UP will be taken as an area of study.
11.4 Sampling Plan
The sampling plan for the study will include sampling unit, sample size and the technique of
sampling is elucidated here-
11.4.1 Universe
The whole group of farmers in selected district of Western Uttar Pradesh will constitute
the universe for the study.
11.4.2 Sampling Unit
Sample unit includes the group of farmers those are using pesticides will be surveyed for
the study in selected districts of Western Uttar Pradesh.
11.4.3 Sample Size
The total size of the sample taken for farmers is 150 in number, the sample size of
retailers is 15 in number and all Chambal dealers of the district were being taken into
account. Intervening variables during the study were like successful field and result
demonstration, campaigning, etc. which facilitated in increasing brand image of Chambal.
11.4.4 Sampling Technique
Multi stage sampling will be used to conduct the survey. The farmers for the current
study will be selected by using simple random sampling.
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1.5 Research Instrument
Well structured questionnaire with open and close ended questions will be prepared for
gathering primary data through personal interviews.
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11.6 Analytical Tools
The data collected was analyzed with the help of MS-EXCEL. The analysis has undergone a few
statistical tools like averages, percentages analysis, making charts and diagrams.
11.7 Duration of Study
The duration of study will be two months from 5/Mar/2022 to 5/May/2022.
12. REFERENCES
Sharma, D.R., Thapa, R.B., Manandhar, H.K and Pradhan, S.B. 2014. A case study on
the attitude of vegetable growing farmers towards pesticide use in Nepal. Annals of Plant
Protection Sciences. 22 (2): 414-417
Bandara, B.M., Abeynayake, D.P., Bandara, N.R and Anjalee, G.H.I. 2013. Farmer’s
perception and willingness to pay for pesticides concerning quality and efficacy. Journal
of Agricultural Sciences (Sri Lanka). 8(3):153-160.
Selvarajanah, A. And Thiruchevalami.S.2007. Factors affecting pesticide use by
farmersin Vavuniya district Tropical AgricultureResearch, 19: 380-38.
Varma, R.K. 1990. Plant protection problems and farmers awareness of pesticides in
Ghaziabad Rural-Urban Continuum. Pesticides Information. 24 (2): 9-11
Perritt, R.W 1989. Small farmers resource management: A case study ofpesticide usein
Rio Grande Do Sul, Brazi Dissertation Abstracts. 49 (7): 1919
