marketing of plant growth promoters in andhra pradesh

48 Pages·2016·0.18 MB·English

PROJECT REPORT

ON

MARKETING OF PLANT GROWTH PROMOTERS IN
ANDHRA PRADESH

By

MUTYALA VARALAKSHMI

MAJOR PROJECT REPORT SUBMITTED TO THE
ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY
IN PARTIAL FULFILMENT OF REQUIREMENTS
FOR THE AWARD OF THE DEGREE OF
MASTER OF AGRI-BUSINESS MANAGEMENT

SCHOOL OF AGRI-BUSINESS MANAGEMENT
ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY
RAJENDRANAGAR, HYDERABAD – 500 030, ANDHRA PRADESH, INDIA
CERTIFICATE

This is to certify that the project entitled “MARKETING OF PLANT
GROWTH PROMOTERS IN ANDHRA PRADESH” submitted in partial
fulfillment of the requirements for the degree of MASTER IN AGRI-BUSINESS
MANAGEMENT, Acharya N.G. Ranga Agricultural University is a record of the
work done by Miss. M. VARALAKSHMI under our guidance and supervision.
No part of the project report has been submitted for any other degree or
diploma. The project report is approved by the guides.

(Smt. P. RADHIKA)
Assistant Professor
(Internal Guide)
DECLARATION

I, MUTYALA VARALAKSHMI, hereby declare that the project report
entitled “MARKETING OF PLANT GROWTH PROMOTERS IN ANDHRA
PRADESH” submitted to the School of Agri-Business Management, Acharya N.G.
Ranga Agricultural University, Hyderabad in partial fulfillment of the requirements
for the degree of MASTER IN AGRI-BUSINESS MANAGEMENT is genuine
work done by me.

Date: (M. VARALAKSHMI)
ACKNOWLEDGEMENTS

I deem it my privilege to express my gratitude with exaltation to
P.L. NARAYANA RAO, Proprietor, Sowbhagya Agri inputs for his insightful
guidance, evoking nature on the work at every stage. My sincere thanks are due to
him for his transcendent suggestions, valuable comments and efforts to embellish
the study.
I humbly express my gratitude with immense joy to Dr. SEEMA,
Associate Professor and Head In-charge, School of Agri-Business Management
and Mrs. P. RADHIKA, Assistant Professor for their modest hospitality,
benevolent nature, wholehearted cooperation and everlasting guidance.
The instrument of knowledge would remain out of time if I do not express
my thanks to my parents Sri Satyanarayana Rao and Smt. Veerayamma and my
beloved grand parents and my brother Vamsi whose unconditional love,
unbounded affection and moral support were my strongest assets during the period
of my study.
I feel immense pleasure and joy in expressing my heartful thanks to my
beloved friends Gayi, Neelu, Lakshmi, Sowji, Kavi, Latha, JP, Srii, Surya, Suji
and Sailu.

(M. VARALAKSHMI)
This is to certify that Miss MUTYALA VARALAKSHMI,
student of Masters in Agri-Business Management at the School of
Agri-Business Management, Acharya N.G. Ranga Agricultural
University, Hyderabad has done a project work titled “MARKET
POTENTIAL FOR PLANT GROWTH PROMOTERS IN
ANDHRA PRADESH” with Sowbhagya Agri Inputs Limited,
Hyderabad during June 1st – August 15th 2004.
The content and the execution of the project is very good as
well as the insights provided are very useful. We wish Miss. M.
VARALAKSHMI a bright and successful career.
Author : MUTYALA VARALAKSHMI
Title of the project : MARKETING OF PLANT GROWTH
PROMOTERS IN ANDHRA PRADESH
Degree : MASTER OF AGRI-BUSINESS MANAGEMENT
Faculty : AGRICULTURE
Discipline : AGRI-BUSINESS MANAGEMENT
Major advisor : Smt. P. RADHIKA
University : ACHARYA N.G. RANGA AGRICULTURAL
UNIVERSITY
Year of submission : 2004

EXECUTIVE SUMMARY

The Indian pesticide industry currently going through one of its
greatest period of change from the precision usage of agrochemical, shift towards
safer chemicals which will cause little (or) negligible collateral damage to the
environment on the back of that, biotechnique application is emphasized on. The
shift is unmistakably towards biopesticides, bioregulators at the cost of synthetic
crop production/protection chemicals.
Currently, numerous small manufacturers, many producers of
technical grade agrochemical and a few large and integrated producers account for
the agrochemical scene. In other words, the Indian agrochemical industry is highly
fragmented with little (or) no research and development expense being incurred on a
sustained basis.
In this scenario of agrochemical industry in India, the present study is
a market oriented project, to identify the need of plant growth regulators / promoters
in Ranga Reddy, Sangareddy and Hyderabad districts of Andhra Pradesh among
farmers. The study also concentrates on the factors that influence the demand for
plant growth regulators / promoters in the recent years. Keeping the above
framework of study, the following objectives have been taken up.
1. To study the role of plant growth regulators / promoters and their need.
2. To study the market for plant growth regulators / promoters.
3. To find out the criteria influencing the demand for plant growth regulators /
promoters.
The present project titled “Marketing of plant growth promoters in
Andhra Pradesh” has been taken up for the company namely “Sowbhagya Agri
Inputs” that manufactures a bio-organic nutritional product by name “SRIMIN”.
The factory is located at Aregudem village, Choutuppal mandal, Nalgonda district
and the office at Panjagutta, Hyderabad.
About 30 dealers have been contacted during the study for getting the
information regarding the preference of plant growth promoters / regulators among
the farming community. The reason influencing the demand for plant growth
promoters have also been included.
INTRODUCTION
INTRODUCTION

Agriculture accounts for 26 per cent of India’s economy and 64 per
cent of labour force. Agriculture also accounts for 18 per cent of India’s exports.
Agriculture occupies a key position in the Indian economy because of its
contribution to overall economic growth through supplies of food, raw materials and
exports and dependence of large percentage of population on agriculture for their
livelihood.
Agriculture plays an important role in the economic progress of
Andhra Pradesh. 70% of the state’s population depend on agriculture for livelihood.
Agriculture is the lifeline of A.P’s economy.
Factors like increasing urbanization and over dependence on
monsoon have forced the farmers to optimize their output by adopting chemical
means. Crop protection is central to the success of farm operations.
Plant growth regulators/promoters account for approximately 15% of
the Indian sales of crop production inputs. Roughly 60% of PGR market is natural
plant growth regulators/promoters and 40% of market is made up by ethephon,
chlormequat, naphthalene acetic acid.
In brief PGR/PGP technology promises wider use as yield enhancers
and quality improvers in the coming years. PGR’s/PGP’s have witnessed a
substantial upsurge in synthesis and utilization in the last decade (or) so and have
emerged as magic chemicals which could be profitably exploited to overcome
physiological constraints leading to enhanced agricultural production.
Objectives of the study
a) To study the role of plant growth regulators/promoters and their need.
b) To study the market for plant growth regulators/promoters.
c) To find out the criteria influencing the demand for plant growth regulators
(PGRs).
Rationale of the study
The rationale behind this study is that the demand for plant growth
promoters / regulators have started increasing when compared to the past years and
also many new manufacturers have come into the market with a wide variety of
brands.
Factors that have contributed for the development of plant growth regulators /
promoters