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Centre for Agri Business Management 1

A REPORT ON

Exploring the Business Opportunity and Market Potential of Agro Bio product in

Kota and Baran District of Rajasthan for Ambika Biotech

A project conducted at Kota & Baran district (Rajasthan)

UNDER

“AMBIKA BIOTECH”

SUBMITTED BY

Manoj Sonkaria

&

Ramresh Meena

First year, Second sem.

Prepared in Partial Fulfillment of degree of

MASTER OF BUSINESS ADMINISTRATION (AGRI-BUSINESS)

Center for Agri Business Management

RAJSTHAN COLLEGE OF AGRICULTURE

MAHARANA PRATAP UNIVERCITY OF AGRICULTURE & TECHNOLOGY

UDAIPUR (RAJ.)




This is to declare that, we Manoj Sonkaria & Ramresh Meena, students of Master of Business Administration (Agri-Business) (2010-12), CABM, RCA, MPUAT, UDAIPUR, has

given original data and information to the best of our knowledge in the project report titled

“ Exploring the Business Opportunity and Market Potential of Agro Bio product in Kota and

Baran District of Rajasthan for Ambika Biotech” and that no part of this information has been

used for any other assignments but for the partial fulfillment of the requirement towards the

completion of the said course.

Manoj Sonkaria

&

Ramresh Meena

CABM, RCA, MPUAT

UDAIPUR

DECLARATION




We are greatly indebted to Ambika Biotech for giving the opportunity of having a real

time experience of working with a highly professional corporate organization. We would like to

express our heartfelt thanks to Ambika Biotech management specially Mr. Saurabh Singh

Tomar (CEO) for accepting our request and giving this chance.

We are very grateful to Mr. Saurabh Singh Tomar (Project Guide) for his constant

support and encouragement throughout the span of the project. The confidence he instilled in me

paved the way for proceeding with the survey.

We thanks are also due to Dr. D.C. Pant, Nodal Officer, CABM, RCA, UDAIPUR and

the staff of CABM Cell for this assignment and the called for help during the course of the

assignment.

We would also like to express our gratitude to all the respondents whose inputs are an

important part of the venture.

We are very grateful to Mrs. Ranjana Audichaya (Faculty guide), Mrs. Arti Arha and

Ms. Tarannum Hussain, CABM, Rajasthan College of Agriculture, MPUAT, Udaipur for

providing necessary help during the course of project.

A special word of thanks to my parents, sister and friends whose backing saw me through this

task.

Manoj Sonkaria

&

Ramresh Meena

RCA, MPUAT, UDAIPUR

ACKNOWLEDGEMEN

T




Chapter

No.

Topics Page No

1 Rationale of the Survey 5-5

2 Executive summary 6-8

3 Company profile. 9-11

4 Research Methodology. 12-16

5 Finding: Data Presentation and Analysis. 17-24

6 Suggestion & Conclusion. 25-25

7 Annexure. References. 26-26

8 Questionnaire. 27-27

INDEX




Chapter - 1

Rationale of the Survey

As the intensity of competition in the market continues to rise, the need for evaluating

brand performance vis-à-vis competitor’s brand is becoming top priority. Keeping an eye on the

threats for the current brands and opportunities for newer brands has become inevitable for the

companies. A brand's value is a function of dealers and farmer’s perception, their attitude

towards it and the economic value or price that they attach to the brand become very crucial. The

report gives a descriptive picture regarding the aforesaid parameters and tries to capture the

opportunities lying for a new molecule in CFCL’s water soluble fertilizer’s portfolio. It develops

a comprehensive marketing strategy including brand development, effective sales promotion

strategy. This report also gives a vivid business opportunities & sales promotion strategy to the

company exclusively for its water soluble fertilizers’ business.

In the wake of intense competition in the market, the need of evaluating performance at each

stage of marketing is becoming a top priority. With so many MNC’s and Indian companies vying

for a major share in the country’s biggest fertilizer market, a study evaluating the progressive

growth of the top water soluble fertilizer’s brand is inevitable. With so many companies vying

for this share of mind, it becomes imperative for any company to devise new strategies and work

hard for its proper implementation along with an eye on the strategies of the competitors.




Chapter - 2

EXECUTIVE SUMMARY

PROJECT TITLE - “ Exploring the Business Opportunity and Market Potential of Agro Bio product

in Kota and Baran District of Rajasthan for Ambika Biotech”

ORGANIZATION – Ambika Biotech

REPORTING OFFICER: – Mr. Saurabh Singh Tomar

FACULTY GUIDE - Mrs. Ranjana Audichaya & Dr. G.L. Meena

NAME OF THE STUDENT- Mr. Manoj Sonkaria & Ramresh Meena

PROJECT IN BRIEF- This project is based on market potential of biofertilizers and otherfertilizers. Biofertilizers are mostly used in legume crops viz., soybean, gram, groundnut, pea etc.

To provide better quality biofertilizers Ambika Biotech brings new product of biofertilizers. To

serve the farming community in a better way and to know the market potential and promotional

tools for biofertilizers Ambika Biotech conducted this project.

OBJECTIVES:

1) To access the current market potential.

2) To find out top brands and their market share.

3) To find out business opportunity in Soyabean, Wheat and Rice crops.

RESEARCH METHODOLOGY

Research design : Exploratory research

Area of Study: Kota & Baran of Rajasthan

Sources for data collection : Primary and Secondary data

Tools for Data Collection: Interview schedule containing both open ended and closed

ended questions.

Population: All dealers of two districts of Rajasthan

Sample Size and Chapter: 175 dealers from two districts of Rajasthan




Sampling Technique: Snowball sampling and Judgemental sampling (Non probability

sampling)

Sampling Procedure : Multistage sampling

Duration of the Project: 17th

May to 10th

July.

FINDINGS:

1) The total market production of biofertilizers is 24455 tonnes in India and In 2008-09.

2) Tamil Nadu produced 3733 tonnes of bio-fertilizers followed by Karnataka at 3696tonnes.

3) The other major producers of bio-fertilizers are Kerala (1937 tonnes), Maharashtra (1861

tonnes) and Madhya Pradesh (1588 tonnes).

Recommendations:

1. Ambika Biotech should include farmers also for market research.

2. Company should communicate about the benefits of bio products to farmer as well as

dealers before launching its product through a mixed promotional activities in both the

districts.

3. Company should concentrate specially on Pulses, Rice, Wheat and Soybean.

4. Among the four segment company should concentrate specially bio fertilizer and bio

plant growth regulator.




LIMITATIONS:

Limitations of the study:

This study being a student project has some limitations as follows:

1. Limited time factor and judgmental sampling of villages and respondents.

2. A small amount of bias on part of researcher may also exist.

3. Language barrier at some places between respondents and researcher, though taken care

well by the company’s field staff.

4. Availability of Vehicles is also a limitation, faced by me during my project.

Objectives of the study:

1. To access the current market potential

2. To find out top brands and their market share.

3. To find out business opportunity in Soyabean, Wheat and Rice crops.




Chapter – 3

PROFILE OF AMBIKA BIOTECH

Ambika Biotech is an ISO 9001:2008 certified company and this company follow the Six Sigma

Technique in manufacturing process for delivered the higher quality of the product.

Innovation & Excellence:-

We use innovative technology to manufacture high quality BioFungicides (Trichoderma Viride),

BioFertilizers (Rhizobium, Azotobacter and Phosphate Solubilizing Bacteria), Neem Pesticides,

Plant Growth Promoters, and Vermicompost & Organic Manures.

Ambika Biotech has been established with an objective to provide Organic Farming inputs to the

farmers, and to make the earth a better place to live.

The leadership team comprises of an Ex-Deputy Director of Agriculture, having 40 years of

experience in scientific agriculture; a Biotech scientist, and a management professional having

experience of 11 years in various multinational companies.

Research & Development:-

Our Research and Development Chapter possesses paramount importance in our organization as

it allow to make our products as per the international standard. It is engaged in carrying various

research activities to find innovative and new production techniques. It comprises Biotechnology

scientists that industriously work for the betterment of our organization. They are experienced




and possess higher degrees like M.Sc. (Biochemistry) and M.Phil.(Biotech) from reputed

institutions like JNU Delhi and GB Pant University of Agriculture & Technology, Pantnagar.

Corporate Values:-

Our corporate values that govern our business conduct are as follows.




Product Profile:-




Chapter – 4

RESEARCH METHODOLOGY

5.1 Research design:

Exploratory research was adopted during the study to explore the Dealers perception and

current market potential and business opportunity of biofertilizers in Rajasthan and to find out

different promotional strategies adopted by leading companies for their biofertilizers.

The research was of survey type and so immense importance was given on the

technicalities of sampling, method of constructing questionnaires, interviewing the respondents,

editing, coding, and tabulation of data and the statistical techniques to analyze data.

5.2 Area of Study

The study was undertaken in Rajasthan, viz. Kota and Baran. In Rajasthan the survey was

carried out in wheat belt including two districts mention above. The districts and taluka in that

districts covered during survey are as follows:

Table 5.1 Market covered in the survey.

S.No. District Taluka No. Of Dealers

1 Kota Kota 18

Ladpura 13

Piplada 13

Digod 19

Sangod 13

Ramganj Mandi 11




2 Baran Baran 25

Chipa Badod 14

Kishanganj 04

Anta 12

Atru 08

Chabra 10

Mangrol 09

Shahabad 06

Total 175

Kota District Map:-




Baran District Map:-

5.3 Collection of data

a) Sources for data collection

Primary Data - The primary data sources were the wholesalers/ distributors and dealers in the

two districts of Rajasthan. The methodology for the collection of primary data involved

interview schedules and open ended discussions at all the two levels i.e. distributors and dealers




Secondary Data - The secondary data sources included the web portals, different

magazines and journals related with fertilizers, reports /data available with the department

or university scientists

b) Tools for Data Collection

There were two separate interview schedule viz. dealers & distributors. The questions were both

open and close ended in nature. The questions were framed in simple language and care was

taken regarding the order in which they were arranged, so that initially a good rapport can be

developed between the interviewer and the respondent.

(Questionnaire is attached for Reference)

5.4 Population

Population includes all the dealers of Kota & Baran district of Rajasthan.

5.5 Sampling design:

The Convenient & judgmental sampling design was followed. The sample size of the dealers was

175, which spanned across two major districts in Rajasthan, viz. Kota & Baran.

Table 5.2 sampling Chapter & sampling size.

Sampling Chapter Sampling Size

Dealers 175




Interviewing:

The dealers and distributors were interviewed to get as best as possible from them to fulfill theobjectives for which the research was taken up In case of dealers, great attention was taken to get

the correct information by convincing them through initial information discussions.

5.6 Data analysis:

The data thus obtained was properly decoded and used for analysis. The data was analyzed in

statistical package like Excel.

5.7 Limitations of the study:

This study being a student project has some limitation as follows:

Limited time factor and judgmental sampling of respondents.

A small amount of bias on part of researcher may also exist.

Language barrier at some places between respondents and researcher.




Chapter - 5

DATA ANALYSIS AND INTERPRETATION

5.1 To access the current market potential

Market potential is the limit approached by market demand as industry marketing

expenditures approach infinity for a given marketing environment. In other words, it is the

maximum amount of sales that might be available to all the firms in a industry during a given

period, under a given level of industry marketing effort and environmental conditions.

“The estimated maximum total sales revenue of all suppliers of a product in a market during

a certain period ” The total market potential is calculated by multiplying the number of

buyers in the market by the quantity purchased by the average buyer, by the price of one

Chapter of the product. Total market potential may be stated in Rupees or Chapters.

A common way to estimate market potential of water biofertilizer in price terms is as under:

Market potential of biofertilizers in quantity terms can be calculated by:

Market Potential = Total cultived area in hectare X Recommended dose in Kg/ha

Crops Kota (ha) Baran (ha) Total (ha) Dose Market Potential

(MT)

Soybean 122293 194417 316710 1.5kg/ha 475.07

Paddy 17348 8298 25646 1kg/ha 25.65

Wheat 91999 105609 197608 2.5kg/ha 494.02

Source: Rajasthan Agriculture Statistics at a Glance 2009-10

http://www.investorwords.com/10294/maximum.html


http://www.investorwords.com/11320/total.html


http://www.businessdictionary.com/definition/sales-revenue.html



http://www.businessdictionary.com/definition/supplier.html



http://www.businessdictionary.com/definition/product.html



http://www.businessdictionary.com/definition/market.html



http://www.investorwords.com/3669/period.html

http://www.investorwords.com/3669/period.html










5.2 To find out top brands and their market share

5.2.1 For Soyabean Crop:-

A. Fungicides for Soyabean

From the above chart it was inferred that BASF is the market leader for Soyabean fungicides and

having 26 per cent in total fungicide market followed by COROMANDAL having 22 per cent share

and stand with second place.

B. Herbicide for Soyabean

From the above chart it was inferred that CFCL is the market leader for Soyabean herbicide and having

33 per cent in total herbicide market followed by Crystal having 22 per cent share and stand with second

place.

BASF

26%

Boost Ltd.

20%

Coromandal

22%

Bayer

19%

Other

13%

Competitors of Soyabean Fungicide

CFCL

33%

Shriram

14%BASF

18%

Crystal

22%

Others

13%

Competitors of Soyabean Herbicide




C. Pesticide for Soyabean

From the above chart it was inferred that CFCL is the market leader for Soyabean pesticide and having 49

per cent in total pesticide market followed by SHRIRAM having 28 per cent share and stand with second

place.

D. Growth Regulator for Soyabean

From the above chart it was inferred that BASF is the market leader for Soyabean growth regulator and

having 25 per cent in total growth regulator market followed by DEV AGRO having 21 per cent share


CFCL

49%

Shriram

28%

Bayr

11%

Others

12%

Competitors of Soyabean Pesticide

BASF

25%

Dev Agro

21%

Agrimas

14%

Dayal Fertilizer

20%

Others

20%

Competitors of Soyabean Growth

Regulator




5.2.2 For Wheat Crop:-

A. Fungicide for Wheat

From the above chart it was inferred that CFCL is the market leader for Wheat fungicide and having 29

per cent in total fungicide market followed by COROMANDAL having 23 per cent share and stand with

second place.

B. Herbicide for Wheat

From the above chart it was inferred that CFCL is the market leader for Wheat herbicide and having 46

per cent in total herbicide market followed by SHRIRAM having 22 per cent share and stand with second

place.

CFCL

29%

Coromandal

23%Agrico

15%

BASF

20%

Others

13%

Competitors of Wheat Fungicide

CFCL

46%

Shriram

22%

Coromandal

17%

Others

15%

Competitors of Wheat Herbicide




C. Pesticide for Wheat

From the above chart it was inferred that CFCL is the market leader for Wheat pesticide and having 37

per cent in total pesticide market followed by AGRICO having 27 per cent share and stand with second

place.

D. Growth Regulator for Wheat

From the above chart it was inferred that BASF is the market leader for Wheat growth regulator

and having 47 per cent in total pesticide market followed by EXCEL having 29 per cent share


CFCL

37%

Agrico

27%Shivalik

10%

Coromandal

10%

Others

16%

Competitors of Wheat Pesticide

BASF

47%

Dev Agro

12%

Excel

29%

Others

12%

Competitors of Wheat Growth Regulator




5.2.3 For Rice Crop:-

A. Fungicide for Rice

From the above chart it was inferred that CFCL is the market leader for Rice fungicide and having 32 per

cent in total fungicide market followed by COROMANDAL having 25 per cent share and stand with

second place.

B. Herbicide for Rice

From the above chart it was inferred that PI (Pesticide India) is the market leader for Rice herbicide and

having 42 per cent in total herbicide market followed by JV having 19 per cent share and stand with

second place.

CFCL

32%

BASF

23%

Coromandal

25%

Others

20%

Competitors of Rice Fungicide

CFCL

18%

PI

42%

JV

19%

Others

21%

Competitors of Rice Herbicide




C. Pesticide for Rice

From the above chart it was inferred that CFCL is the market leader for Rice pesticide and having 49 per

cent in total pesticide market followed by BAYER having 26 per cent share and stand with second place.

D. Growth Regulator for Rice

From the above chart it was inferred that DAYAL KIRTI is the market leader for Rice growth regulator

and having 34 per cent in total growth regulator market followed by DAYAL FERTILIZER having 30 per

cent share and stand with second place.

CFCL

49%

Bayer

26%

Coromandal

12%

Shivalik

13%

Competitors of Rice Pesticide

Kill Pest

27%

Dayal Kirti

34%

Dayal Fert.

30%

Others

9%

Competitors of Rice Growth Regulator




5.3 To find out business opportunity (New crop / more usage)

According to dealers major consuming crops of agro-chemicals

Crops Rice Wheat Soybean Coriander Other Crops

Dealers(175) 57 25 23 19 51

% 33% 14% 13% 11% 29%

0%

5%

10%

15%

20%

25%

30%

35%

Wheat Rice Soyabean Coriander Others

14%

33%

13% 11%

29%




Chapter - 6

CONCLUSIONS AND RECOMMENDATIONS

Conclusion:-

1. The total market potential of Agro bio product is 475.07 MT in Soya bean, 494.02 MT in

Wheat and 25.65 MT in Rice in Kota & Baran districts of Rajasthan.

2. Rice, Wheat and Soyabean are the major consuming crops of bio product.

3. CFCL, BASF, Coromandal, Shri Ram Fertilizers and Dayal Kirti are the top brands of

agro-Products.

Recommendations:-

1. Ambika Biotech should include farmers also for market research.

2. Company should communicate about the benefits of bio products to farmers as well as

dealers before launching its product through mixed promotional activities in both the

districts.

3. Company should concentrate specially on crops like Pulses, Rice, Wheat and Soya bean.

4. Among the four segment company should concentrate specially bio fertilizers and bio

plant growth regulators.




Chapter - 7

ANNEXURE




Chapter - 8

Questionnaire

Questionnaire (For dealers)

Centre for Agri-Business Management,

Rajasthan College of Agriculture,

Maharana Pratap University of Agriculture & Technology (MPUAT), Udaipur

Name of Shop:- Name of Dealer:-

Taluka:- Dist:-

Phone:- Mobile:-

Major Crops (Table According to Crop)

S.No. Crops /

Vegetables

Stages of

Crop/Vegetable

Agri Input sold with Technical Name, Brand Name,

Company Name & MRP

1 2 3 4

1 Soyabean Seed Treatment

Herbicide

Insecticide

Growth Regulator

2 Wheat Seed Treatment

Herbicide

Insecticide

Growth Regulator

3 Mustard Seed Treatment

Herbicide

Insecticide

Growth Regulator



4 Rice Seed Treatment

Herbicide

Insecticide

Growth Regulator

5 Garlic Seed Treatment

Herbicide

Insecticide

Growth Regulator

[Manoj Sonkaria]

[Ramresh Meena]

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