C.C.

S National Institute of Agricultural Marketing

Presentation on Summer Project

Project Guide – Mr. Sumit Deshmukh Presented By- Ajay Kumar Meena
Int. Marketing Manager PGDM(ABM)
(Kalash Seeds) NIAM Jaipur
 Kalash Seeds Private
Limited

Our Mission
Our Vision Our Values
Our Mission is to “reach
To adopt innovative We Trust, Respect, Protect,
every corner of the world
technologies for developing Nurture & Encourage all our
to connect each vegetable
outstanding products & relations.
growing farmer and
process thus making a
provide service to dealers,
contribution to countries To continuously learn and
stakeholders and farmers
agricultural growth innovate.
with elation and prosperity
by providing Seeds for
Better Future”.
Project 1.Competitors Pricing Survey and Expected/Current Margin of
Title Dealers and Distributors in State of Gujarat.
2.Kalash Dealers Penetration in Market Survey in State of
Gujarat.
 Vegetable Seed Industry

B Competitors Analysis

Objectives C

D Challenges and
Opportunities

Practical Exposure
 Questionnaire

Primary Survey

Methodology of Data Analysis

Study

Secondary Data

Recommendations
 Methodology

 Data collected through survey in the area selected for study.

 Survey was conducted with the help of questionnaire prepared in

advance.

Sample Size –
10 Per District ( 10*10 = 100)
 Objectives

Vegetable seed
industry

Practical Competitors
Exposure Analysis

Challenges and
Opportunities
 Area of Work

• Rajkot • Anand

• Bhavnagar • Nadiad

• Junagadh • Surat

• Mehsana • Vadodara

• Sabarkantha • Navsari
My Study

Changing
Conditions
Market Analysis
 Annual Vegetable
Production (GJ)

Vegetables Production in Gujarat

4000
Production in Tons

3500
3549
3000

2500

2000

1500

1355 1471
1000 1319
500 859 928
608 544
0
Potato Onion Okra Brinjal Cabbage Tomato Cauliflower Others

Crops
Source - www.indiastat.com
 Okra Market Share

Okra Sales

14%

UPL(Advanta)
44% BASF(Nunhems)
21%
Mahyco,J.K Seeds, Kalash
Others

21%
 Most Selling
Companies

Total Sample Size - 60

Chili Sales Chili Market Share

16
16 14
14
BASF(Nunhems)
12 8 10 17%
27%
10 Syngenta

8
6
RASI Seeds, Kalash,
6
5 32%
Namdhari

24% Others
4

0
BASF Syngenta RASI Namdhari Kalash Others
 Bottle Gourd

Total Sample Size - 74

Bottle Gourd Sales Bottle Gourd Market share

17%
MAHYCO
57 3%
3% EXCEL
NAMDHARI
OTHER
77%
13
2 2
MAHYCO EXCEL NAMDHARI OTHERS
 Cabbage

Share %

5%
14%
Seminis
Namdhari
Mahyco
18%
63% Others
 Tomato

Total Sample Size - 46

Tomato Sales Share

Syngenta
39% 39%
18 18 BASF(Nunhems)
Namdhari, Seminis
Others

13% 9%
6
4

SYNGENTA SEMINIS, BASF OTHERS

NAMDHARI
Competitors
Analysis
 Average Margin Dealers
Getting From Different
Seed Companies

Average Profit Margin

6

3
5.2 5.6 5.4
5.1
2 4.2

0
BASF(Nunhems) MAHYCO Syngenta Seminis UPL
 Average Cash Discount
and Credit Days

Company Name Credit Number of Days Cash Discount

Percentage
BASF (Nunhems) 20-25 days 3%

Syngenta 10-15 days 3.5%

MAHYCO 25-30 days 3%

UPL(Advanta) 20-25 days 3.5%

Monsanto (Seminis) 10-15 days 2.5%

Others Up to 90 days Up to 10 %
 Pricing Analysis

Company Name Crop Variety Packing Price

UPL (Advanta) Okra Radhika 250 Grams 1150 - 1350/-

MAHYCO Bottle gourd MAHYCO-8, 50 Grams 180 - 220/-

Vardhgold
BASF(Nunhems) Chili US – 702 ,730 1500 Seeds 300 - 400/-

Seminis Cabbage Indu 10 Gram 200 - 250/-

Syngenta Tomato Heemshikhar 10 Gram 900-1050/-

BASF Okra Singham, Samrat 7000 Seeds 1500-1700/-

Dealers/Distributors
Analysis
 Average Profit
Margin

50.00% 46.70%
45.00% 42.40%
40.00%

35.00%
Percentage

30.00%

25.00%

20.00%

15.00%

10.00% 6.50%
5.00% 2.10% 2.20%
0.00%
1-5% 6-10% 11-15% 16-20% More than 20 %

Average Profit
 Expected Margin of
Dealers/Distributors

Expected margin of most of the dealers and

distributors is almost twice of their current margin.
 Kalash’s Popular
Products (GJ)

Crop Variety
Onion Lucifer F1

Pumpkin Indrajit F1

Coriander Caribe

Tinda Chitra F1

Brinjal Janak
Dealers Point of View

Quality
Products
Company
Staff
Farmer
Meetings
Disease and
Pest Resistant
After Sales
Services
 Points to Ponder

Company Staff

Monopoly
Quality of
Control Distributors

Price Difference
 Recommendations

• Hiring of new staff in Gujarat

• Finish the monopoly of distributors
• Conduct dealers/distributors Meet ups
• Aggressive pricing of products with proper marketing strategies
• Increase the product portfolio of okra and cabbage in Gujarat
• Provide more margin to dealers and distributors compare to the competitors
• Maintain the quality of products
• Conduct farmers meetings
• Provide after sale services to farmers and get the feedback from them
 Limitations

• Some dealers/distributors was not ready to provide information about

Margin and pricing.
• Provided data by dealers may not be 100 percent correct.
 My Learnings

Practical Exposure of Seed Business

Knowledge about the vegetable seed industry

Adaptability

Communication skills

Time Management
Some Clicks
Thank You