PROJECT REPORT

ON

MARKET RESEARCH AND PROMOTION OF MAHADHAN KRANTI IN SHIRUR TAHSIL OF PUNE

DISTRICT

AT

DEEPAK FERTILISERS AND PETROCHEMICALS

CORPORATION LTD, PUNE

By

Mr. Dadar Dhanraj Ashok (Regn. No. 08/ 223)

Submitted to

MAHATMA PHULE KRISHI VIDYAPEETH, RAHURI, DISTRICT- AHMEDNAGAR (MS)

in partial fulfilment of the requirements for the degree of

MASTER OF BUSINESS MANAGEMENT (AGRICULTURE)

COLLEGE OF AGRICULTURE, PUNE- 411 005

(2009)

MARKET RESEARCH AND PROMOTION OF

MAHADHAN KRANTI IN SHIRUR TAHSIL OF PUNE DISTRICT

A Project submitted to the

MAHATMA PHULE KRISHI VIDYAPEETH, RAHURI, DISTRICT – AHMEDNAGAR, (MAHARASHTRA)

in partial fulfilment of the requirements for the degree of

MASTER OF BUSINESS MANAGEMENT (AGRICULTURE)

By Mr. Dadar Dhanraj Ashok

(Regn. No. 08/ 223)

Approved by

Mr. R.K.Kolhe Prof. J.P.Yadav Project Supervisor and Project Guide and Deputy Manager (Agri business sale) Asstt. Professor of Agri.Economics Deepak Fertilisers & Petrochemicals College of Agriculture, Corporation Ltd.Pune. Pune.

Dr. R. K. Rahane Dr. B. R. Ulmek Professor, M. B. M. (Agri.), Associate Dean, College of Agriculture, Pune College of Agriculture, Pune

Master of Business Management (Agri.), COLLEGE OF AGRICULTURE, PUNE- 411 005

(Maharashtra) (2009)

♣ CERTIFICATE OF ORIGINALITY ♣

This is to certify that the project entitled ‘Market Research And

Promotion of Mahadhan Kranti in Shirur tahsil of Pune district ’ is an

original work of the student and is being submitted in partial fulfilment for

the award of degree in Master of Business Management (Agri.) of

Mahatma Phule Krishi Vidyapeeth Rahuri- 413 722, District-

Ahmednagar.

This report has not been submitted earlier either to this University

or any other University/ Institution for the fulfillment of the requirement

of a course of study.

Mr. Dadar D.A. Prof. J.P.Yadav (Sign of Student) Project Guide and Asstt. Professor of Agri. Economics, College of Agriculture, Pune- 5 Place : Pune Date : / /2009

Prof. Jyoti P. Yadav,

M.Sc. (Agri.) Project Guide and Asstt. Professor of Agri. Economic College of Agriculture, Pune- 5

This is to certify that the Project entitled ‘Market Research And

Promotion of Mahadhan Kranti in Shirur tahsil of Pune District '

submitted to the Mahatma Phule Krishi Vidyapeeth, Rahuri, District–

Ahmednagar (Maharashtra), in partial fulfilment of the requirements for

the degree of MASTER OF BUSINESS MANAGEMENT

(AGRICULTURE) embodies the results of a piece of bonafide work

carried out by Mr. Dadar Dhanraj Ashok(Regn. No. 08/223) under my

guidance and that no part of the project work has been submitted for any

other degree or diploma.

The assistance and the help rendered during the training period have

been duly acknowledged. The suggestions made by the Evaluation

Committee are incorporated in this project draft

Place : Pune. (J.P.Yadav) Date : / / 2009

CERTIFICATE

CONTENTS Cha. No. Title Page

Certificate of Originality Certificate of Project Supervisor Certificate of Project Guide Acknowledgement

i ii iii iv

EXECUTIVE SUMMARY

1 INTRODUCTION

1.1 Global scenario 1.2 Indian scenario 1.3 Importance of study 1.4 Objective of study 1.5 Scope of study

2 3 4 5 5

2

RESEARCH METHODOLOGY 2.1 Selection of sample respondents

2.2 Data collection 2.3 Analytical Data used

7 7 8

3 RESULTS AND DISCUSSIONS 3.1 Profile of company 3.2 Profile of Shirur Tahsil of Pune District 3.3 General Information 3.4 Farmers Perception of Mahadhan Kranti 3.5 Competition analysis of market players

3.6 Nutrient status of soil sample from sample farmers 3.7 Promotional competition 3.8 Findings 3.9 Conclusion 3.10 Suggestions

9

14 15 17 21 24 25 28 29 30

REFERENCES APPENDIX

1. Questionnaire for farmer 2. Questionnaire for dealer

VITA

LIST OF TABLES

Sr. No.

Table No.

Title Page No.

1 3.1.1 Fertilizer products of DFPCL 13

2 3.3.1 Distribution of sample farmers on the basis of Age 16

3 3.3.2 Distribution of sample farmers on the basis of Education 16

4 3.3.3 Distribution of sample farmers on the basis of Land

holding

17

5 3.4.1 Distribution of sample farmers according to Awareness 18

6 3.4.2 Distribution of sample farmers according to Use 19

7 3.4.3 Distribution of sample farmers according to Acceptance 20

8 3.5.1 Preferences given by dealer/sub-dealer regarding

competition

22

9 3.5.2 Availability of micronutrient fertilizer in market 23

10 3.6 Nutrient status of soil from sample farmers 24

11 3.7 Promotional activity according to company wise 26

LIST OF GRAPHS/CHART/FIGURES

Sr. No.

No. Name of the graphs / graphs/ maps Page No.

1 3.1 Distribution of sample farmers according to Awareness 18

2 3.2 Distribution of sample farmers according to Use 20

3 3.3 Distribution of sample farmers according to Acceptance 21

4 3.4 Preferences given by dealer/sub-dealer regarding competition 22

5 3.5 Availability of micronutrient fertilizer in market 23

6 3.6 Nutrient status of soil from sample farmers 25

7 3.7 Promotional activity according to company wise 27

EXECUTIVE SUMMERY

MARKET RESERCH AND PROMOTION OF MAHADHAN KRANTI

By

Dadar Dhanraj Ashok

Registration no. 08/223

A Candidate for degree of

MASTER OF BUSINESS MANAGEMENT (Agri.)

College of Agriculture, Pune-411005.

2009

PROJECT SUPERVISOR : MR. R. K. KOLHE

PROJECT GUIDE : PROF. J. P. YADAV

DEPARTMENT : AGRICULTURAL ECONOMICS

World fertilizer market is characterized by great competition. It has become

necessary to have good knowledge and understanding about changing marketing

situation and different marketing strategy while launching various products in market.

The project was carried out in Deepak Fertilizer and Petro Chemical Private Ltd.

which is well known in farmer community as ‘Mahadhan’ in as well as in agribusiness

sector. Is brand of quality and believe in Indian market. It is one of the most admired

& progressively growing corporate companies so on that basis the project was

undertaken to help to company to assemble the information regarding of competitors

in micronutrient fertilizer segments. The project helps to company to gather

information regarding the activities of competitors in market regarding the

micronutrient as well as other specialty product of DFPCL. Also this will helps to

company to make plans, srategies and arrange marketing activity.

The company entered in micronutrient fertilizer segment but at time facing

various challenges regarding marketing awareness of product advertisement,

production over the market. So main objective of the project is to create the awareness

of the DFPCL micronutrient fertilizer among the farmers & dealer/ distributor.

The research approach used was the survey, in which 40 farmer and 10

dealer / distributor were selected. Survey was conducted in Shirur tahsil of Dist.-Pune

in Maharashtra state. For collection of data questionnaires were used for farmers as

well as dealers / distributors with an intention to find the perception of farmer and

market of DFPCL micronutrient fertilizer the study on sales promotion activities was

conducted. With the prevailing strong agricultural market fundamentals and

anticipated progressive recovery of the world economy, world fertilizer demand is

seen to be slightly rebounding in 2009-10 to 165.4 Mt (+3.6 %) with growth rates of

2.6 per cent for N, 6.1 per cent for P and 4.1 per cent for K. Consumption, production

and import of fertilizer from 1981-82 to 2006-07 shows that total consumption of

N,P,K was 60.64 Lakh tones total production of only nitrogenous and phosphatic

fertilizer was 40.93 Lakh tones and imports of N P K fertilizer was 10.54,3.43, 6.44

Lakh tonnes respectively.Maharashtra state’s consumption of fertilizer in year 2004-

05, 2005-06, 2006-07 was 173921,196838,225897 tonnes. It was estimated that in

India nearly 55 % of the increases in food grains production had come from increased

application of fertilizer with adequate moisture. Thus fertilizer will continue to play a

vital role in increasing agril production in the country in years to come.

Objective of study was to study farmers perception about Mahadhan Kranti,

analyze the competition in market, analyze the nutrient Status of soil in Shirur tahsil

and also study promotional activities of Dfpcl.

Findings from this study was that Majority of farmers belongs to marginal and

small Size group of land holding.67.50 per cent farmers are aware about “Mahadhan

Kranti” . 67.50 per cent farmers are using “Mahadhan Kranti. More than 50 Per cent

farmers are satisfied with “Mahadhan Kranti”. Ranade chemicals secures top position

in Micronutrient sale as well as the in availability of micronutrient and is the

main competitor of DFPCL.Soil analysis indicates the deficiency of Ca, Mg, Fe and

Zn.Farmers meeting, field assistance and result demonstrations are the main

promotional activities.

The Study concluded that market in shirur tahsil was majority of farmers are

aware about “Mahadhan Kranti”. Ranade is main competitor in the market.Ca, Mg, Fe

and Zn deficiency defines the need of micronutrient use. Result demonstration is an

important promotional activity.

Suggestions related to study about farmers that more efforts are needed to

develop awareness in farming community regarding benefits of micronutrient

fertilizer through farmer meetings result demonstration and advertisement. Timely and

continuous supply of micronutrient fertilizer prior to the season should be maintained

to increase the sale of micronutrient. Need to develop the efficient network at field

level. Dealers need to be involved in sale promotion activities by launching attractive

schemes dealers.

Dadar D.A. Pages 1 to 30

1. INTRODUCTION

Any natural or manufactured material that contains at least 5% of one or more

of the three primary nutrients - nitrogen (N), phosphorous (P), or potassium (K) can be

considered as fertilizer. Industrially manufactured fertilizers are sometimes referred as

"mineral" fertilizers. There are several sources of plant nutrients. The two most

important are organic manure and mineral fertilizers. When manure and crop residues

are used, mineral fertilizers supply the outstanding nutrient balance needed for good

crop yields. In most parts of the world, the balance to be supplied by mineral fertilizers

is substantial. Fertilizer production entails gathering raw materials from nature,

treating them in order to purify them, increasing their concentration, converting them

into plant-available forms and often combining them into products that contain more

than one nutrient.

Soils may be naturally low in nutrients, or it may become deficient due to

nutrient removal by crops over the years without replenishment or due to growing of

high yielding varieties that have higher nutrient requirements than the local varieties.

Macronutrients are needed by plants in large quantities. The "primary

nutrients" are nitrogen, phosphorus, and potassium. Today, sulphur is also considered

as a key macronutrient. Macronutrients include both primary and secondary nutrients.

Micronutrients (or "trace elements") are required in very small amounts for

correct plant growth. They need to be added in small quantities when they are not

provided by the soil. Fe, Zn, Cu, Mn, B, Mo and Cl are called micronutrients. These

elements required in very minute quantities and they mostly act to estimate, activate or

accelerate the enzymatic activities in metabolic process of plants. These are required in

traces and hence called micronutrient, normally the requirement is met by soil expect

few like Mg, Zn and S are need to be supplied separately (Singh, 1996)

Micronutrients are sold in forms which vary in physical state, chemical

reactivity, cost and relative agronomic effectiveness. Therefore, it is important to

select the most effective and economical source for each particular crop and specific

soil condition.

There are two general philosophies to micronutrients fertilization insurance or

prescription application. The insurance or “shotgun” philosophy has been used to add

low amounts of more than one, and sometimes all micronutrients to soil. This method

help to supply all micronutrients removed by a crop and considered as maintenance

programme

Premium fertilizers containing all micronutrients used to be promoted in this

manner, usually maintenance programme do not consider specific crop needs not

levels of available micronutrients in the soil, many of the micronutrients applied with

this philosophy may not be needed by the crop and there may be wastage of resources

still, may be economical on high-value crops, such as fruit crops, vegetables etc. The

cost of fertilizer used will be usually low in comparison with the possible decreases in

income due to loss in yields and or quality of these high value crops.

Every plant nutrient, whether required in large or small amounts, has a specific

role in plant growth and food production. One nutrient cannot be substituted for

another. Increased knowledge acquired over the years about the plant requirements,

sources and most effective methods of applying micronutrients has increased their use

in many regions. Higher crop yields, usually resulting from higher rates of N, P, and

K. also may have increased needed for micronutrients. In addition, dramatic shift in

the tropics to higher analysis fertilizers such as urea, triple super phosphate and di-

ammonium phosphate, has decreased the amounts of some micronutrients applied to

the soil as fertilizer contaminants.

1.1 Global scenario World fertilizer consumption seen as dropping by 5 per cent in 2008-09. As

like other commodities, fertilizers have been affected by the economic downturn.

Aggregate world fertilizer demand in 2008-09 has been decreased by 5.1 per cent

compared with the previous year, from 168.1 to 159.6 Mt nutrients. Nitrogen has been

much less affected, as farmer’s cannot afford drastic cuts in N- fertilizer application

rates without immediate yield penalties, contrary to the situation with P and K

fertilizers’, P and K fertilizer demand is estimated to be decreased by 1.6 per cent and

14 per cent, respectively. Thus, the global N: P2O5:K2O ratio is seen as deteriorating

from 1.00:0.38:0.28 to 1.00:0.36:0.24. Drops in consumption are registered in all the

regions except South Asia and Eastern Europe and Central Asia (EECA). Two regions

viz., South Asia and Eastern Europe where farmers enjoy strong governmental support

for greater fertilizer use. The largest contractions in volume are observed in Western

and Central Europe, North America and Latin America. With the prevailing strong

agricultural market fundamentals and anticipated progressive recovery of the world

economy, world fertilizer demand is seen to be slightly rebounding in 2009-10 to

165.4 Mt (+3.6 %) with growth rates of 2.6 per cent for N, 6.1 per cent for P and 4.1

per cent for K.

1.2 Indian scenario Use of micronutrient for agriculture and horticultural crops has increased

markedly in recent years. Increased use is related to higher nutrient demands from

more intensive cropping practices and also from farming marginal lands. The

pragmatic fertilizer policies perused by the government along with promotional efforts

by central and state government have made it possible for the country to consume little

more i.e. 18.1 metric tonnes in 1999-2000 of plant nutrients N+P+K as against less

than 70,000 tonnes in 1951-52. All-India consumption of N, P and K fertilizer from

1951-52 to 2006-2007 in units of tonnes shows increase in consumption from 65.6

tonnes to 21651 tonnes.

Consumption, production and import of fertilizer from 1981-82 to 2006-07

shows that total consumption of N,P,K was 60.64 Lakh tones total production of

only nitrogenous and phosphatic fertilizer was 40.93 Lakh tones and imports of N P K

fertilizer was 10.54,3.43, 6.44 Lakh tonnes respectively. In terms of C.I. F value

imports was to the tune of Rs.716.62 Corer. for the year 1981-82. Comparing this with

year 2006-07, it is clear that total production of N P K was 216.51 lakh tonnes as total

consumption of nitrogenous and phosphatic fertilizer was 160.96 lakh tonnes, total

import of 2006-07 was of Rs. 4647.18 Rs crore.(source: Department of Fertilizer)

State-wise consumption of fertilizer in year 2004-05, 2005-06 and 2006-07

shows clear cut idea of the status of fertilizer industry in India. Total consumption of

fertilizers was 447721, 542232, 534852 tonnes respectively for the year 2004-05,2005-

06,2006-07 in south zone and that in west zone was 508238, 545218,625292 tonnes

respectively for the year 2004-05,2005-06,2006-07 .

Maharashtra state’s consumption of fertilizer in year 2004-05, 2005-06, 2006-

07 was 173921,196838,225897 tonnes. It was estimated that in India nearly 55 % of

the increases in food grains production had come from increased application of

fertilizer with adequate moisture. Thus fertilizer will continue to play a vital role in

increasing agril production in the country in years to come.

1.3 Importance of study The use of micronutrient fertilizer along with other major nutrient plays an

important role in increasing production, productivity and farm income. Equally

important is that higher doses of fertilizer are required to replenish the nutrient that is

removed by the crop to prevent soil degradation. There is considerable scope for

increasing fertilizer consumption in India. Fertilizer consumption per hectare of arable

land is significantly low compared to other countries including our neighboring

countries viz. Bangladesh. But now a days there is great emphasize on balanced and

integrated use of plant nutrient including secondary and micronutrient fertilizers. The

fertilizer industry on its part can play a significant role in these efforts.

Timely and normal rainfall, good inflow into the major reservoirs during the

year and increase in irrigated acreage provides impetus to cropping and higher

consumption of fertilizer. Maintenance of good soil condition is far important to get

better yield and to maintain good crop growth. The need for maintaining good soil

condition has given birth to the concept of integrated nutrient management. This

concept of INM is improving the status of agrochemical and fertilizer sector

worldwide. The fertilizer industry is growing through improvement phase. With the

established fertilizer companies, new companies are emerging in this sector which is

leading to dangerous competition in the market. The demand for fertilizer of company

has become uncertain, shortening the life of product in the market. In such a situation,

evaluation of product in the market becomes important.

This project will help to evaluate the awareness, acceptance of Mahadhan

Kranti and also to know the competition in the market. The study will also help to

identify the promotional activities of DFPCL as well as the competitors in market.

This project will be of great importance for its sale promotion and brand establishment

in market.

1.4 Objective of study

1) To study farmers perception about Mahadhan Kranti.

2) To analyze the competition in market.

3) To analyze the nutrient status of soil in Shirur tahsil.

4) To study promotional activities of DFPCL.

1.5 Scope of study Considering the need of market research, the project entitled, “Market

Research and Promotion of Mahadhan Kranti” has been selected. The fertilizer

industry in India is playing a significant role by emphasizing the concept of integrated

nutrient management.

Increased awareness, improved varieties, understanding and acceptance for

modern farming methods are helpful to improve the fertilizer industry. But as new

players are entering in the sector, the fertilizer companies have to face the dangerous

competition in the market. One product of a company cannot be established in market

due to high competition and the product life in market is shortening. Under this

situation, understanding the awareness of product among the farmers, their acceptance

for the product in market and market strategies of other players in market need to be

emphasized.

The market research on all these aspect will be helpful for promoting the

product in the market and to establish the brand in the market. Thus study has wide

scope to know the competitors, satisfaction level, and perception of farmers towards

the use of product. This work will prove to be of great importance for constructing

strategic policies for promotion of its product and sale.

2. RESEARCH METODOLOGY The objectives of study are focused on farmer’s perception, generation of

demand by promoting the product, analyzing nutrient status and the competitor’s

activities. The object of any scientific investigation is to draw the useful conclusion in

the light of the objectives of the study. In order to arrive at the conclusion it is essential

for the investigator to adopt appropriate method and procedure. Keeping this in view,

this chapter has been devoted to explain methodology adopted to fulfill the objectives

under study. It deals with the procedure used for selection of sample, method of data

collection, type of data collected, source of data and analytical procedure used in study

to get the result as per the objectives of the study.

2.1 Selection of sample respondents Simple and personal approach of sampling technique was used to select sample

respondents from the Shirur Tehsil of Pune district. The sample selected was inclusive

of farmer respondents and dealers respondents, in all 40 farmers and 10 dealers were

selected as sample.

2.2 Data collection Data was collected from two source that is primary source and secondary

source.

2.2.1 Primary data

Primary data was collected from the farmers and dealers with the help of

specially designed questionnaires for study purpose by personal approach and

interviews.

2.2.2 Secondary data

Secondary data was collected from the references and, published information,

official websites of various organizations like Department of Fertilizers, Ministry of

Agriculture, Govt. of India, etc. The data related to products was collected from the

websites of different companies.

2.2.3 Questionnaire design

The questionnaire used for data collection was consist of open ended, closed

ended, dichotomous and multiple choices questions. This design of questionnaire

helped to collect appropriate data which was required for the research.

2.2.4 Year of study

The study has been carried out in 2009- 2010

2.3 Analytical tools used The collected data were compiled and analyzed with tabular method of

analysis. Simple percentages were calculated and used for interpretation of results. To

find out the perception levels, score card method was used.

3 . RESULTS AND DISCUSSION This section deals with the analysis of data concerned to the different aspects of

the present study and presentation of results. Data analysis represents probable result

as per the data collected from selected sample. Methods used for analysis was

percentage method. As per objective results are presented along with interpretation of

result.

3.1 Profile of Company The genesis of Deepak Fertilizers And Petrochemicals Corporation could be

said to be in the year 1970 when Mr. C. K. Mehta set up Deepak Nitrite Ltd,

combining his skills in trading and manufacturing. DNL grew by leaps and bounds,

surpassing expectations of all investors and also won many prestigious awards like the

Sir P.C.Ray award, for being the “Best Chemical Industrial Unit” in India.

In 1983, Deepak Fertilizers and Petrochemicals Corporation Limited (DFPCL)

started commercial production of ammonia (in technical collaboration with Fish

International Engineers (USA) using natural gas as feedstock. This marked the

fulfillment of a need for lateral integration into the world of basic building block

chemicals, premium fertilizers and petrochemicals. At the time, this was India's only

merchant ammonia manufacturer. The International Finance Corporation initially

supported this venture of Deepak group in the form of equity participation in DFPCL.

The company undertook major expansion and diversification in 1989 to

achieve forward integration of ammonia and diversification in Methanol. In July

1992, DFPCL commenced commercial production of Low Density Ammonium Nitrate

(LDAN), Nitro Phosphate (NP), Dilute Nitric Acid (DNA), and Concentrated Nitric

Acid (CNA). This has resulted in a multi-product portfolio for DFPCL consisting of

chemicals, petrochemicals, fertilizers and other agri-inputs.

DFPCL has a chemical storage terminal at Jawaharlal Nehru Port Trust (JNPT)

to provide support to its logistics management system and ensure a window to the

world trade in chemicals. It is in the process of adding new storage facilities for

Ammonia, Methanol and other products. The company also leases port storage

capacities at Bombay Port Trust and Vishakhapattanum

3.1.1 Business of DFPCL

DFPCL's business can be broadly categorized into

1. Chemicals

This division of DFPCL manufactures Methanol, various grades of Nitric Acid

and Ammonia. DFPCL not only largest producers of Methanol in India, but also one

of the largest manufactures of various concentrations of Nitric Acid and Low Density

Ammonium Nitrate, blast. DFPCL is the only one company making pilled Ammonium

Nitrate (AN).

2. Agribusiness

This division of DFPCL manufactures 23:23:0 pilled Nitro Phosphate

Fertilizers under the brand name Mahadhan. DFPCL markets “Mahadhan” through a

network of over 1000 dealers. Mahadhan is one of most widely accepted fertilizer

brands in India due to companies’ rigorous efforts.

3. Specialty Retailing

Ishanya is India's first International Design Centre and Specialty Mall - a centre

for excellence in space design and the one-stop shop for interior and exterior products.

Ishanya foundation is focused on ‘Women Empowerment’, ‘Education’ and ‘Health’.

3.1.2 Social Responsibilities

The company has been contributing towards social causes for nearly two

decades. The Deepak Charitable Trust and the Deepak Medical Foundation with the

support of DFPCL and Deepak Nitrite Limited are carrying on development activities

for society the trust has been actively working in the area of mother and childcare

through an integrated network of women health workers.

3.1.3 Goals of DFPCL

1. To increase the national agricultural productivity by providing agriculture

inputs and services.

2. To provide the agriculture inputs and services with least consumption of real

resources and at least cost.

3. To obtain for its employees as decent a standard of living and as good a quality

of life as possible, consistent with the general socio-economic conditions in

the country.

4. To secure as high a return on the rate of investment as possible, keeping in

view the requirements of other competing objectives.

5. To promote self-reliance in all activities in relation to company's operations

including process know-how, design and engineering, erection, commissioning,

operations, maintenance of plants and marketing of products.

6. To manufacture and market industrial chemicals related to agricultural inputs

and also others based on similar technology and intermediates, by-products, co-

products and waste from the main operations.

7. To promote, organize, and perform research and development in products,

technology, engineering, soil science and agronomy in furtherance of various

corporate objectives.

8. To improve the environment and minimize to the maximum extent

technologically possible, the harmful emissions, atmospheric discharges and

effluents.

9. To upgrade the quality of human resources continually and promote

organizational and management development.

10. To co-operate nationally and internationally in exchange of information and

services of personnel.

11. To have corporate growth at a pace consistent with availability of resources

and developmental needs of the economy.

12 To produce fertilizer and chemicals efficiently, economically and in

environment manner.

13 To join hands in growth of national economy.

3.1.4 Recognition & award

Deepak Fertilizers and Petrochemicals' (and the Deepak group's) unwavering

commitment to quality, safety and community development is reflected by the

numerous awards they have received. A few of these awards recognizing DFPCL are

British Safety Council Award, Environment, Agriculture and Rural Development

Award, Annual Fertilizers Association of India (FAI) Honor, National Safety Council

of India Safety Awards – 2000.

3.1.5 Director Body of DFPCL

C. K. Mehta Chairman

S. C. Mehta Vice Chairman & Managing Director

S. S. Marathe Non-Executive Director

R. A. Shah Non-Executive Director

D. Basu Non-Executive Director

N. C. Singhal Non-Executive Director

U. P. Jhaveri Non-Executive Director

S. R. Wadhwa Non-Executive Director

Smt. Parul S. Mehta Non-Executive Director

S. Rama Iyer Non–Executive Director

3.1.6 Product line profile The Agri-Inputs Marketing division of DFPCL has a vast and growing network

across rural India through which company distribute its bulk specialty fertilizers. DFPCL trade fertilizers, but all of its fertilizers are sold under the brand name

"MAHADHAN", which has become one of the best known brands in the sphere of

influence. Companies marketing focus is primarily in the states of Maharashtra,

Andhra Pradesh, Karnataka, Gujarat, Madhya Pradesh, Uttar Pradesh, West Bengal,

Punjab, & Haryana.

DFPCL has a two-tier marketing network. First, DFPCL developed its own

dealership network consisting of over 1000 dealers, thus ensuring doorstep delivery

when needed. Secondly, It relies on an institutional network i.e. sugar co-operatives,

which in turn sell MAHADHAN products to shareholders or farmers. It also has

strategic tie-ups with various Marketing Federations like Fertilizers Co-operation of

India, Duncan’s.

Table 3.1.1 Fertilizer products of DFPCL

Bulk Fertilizers Specialty Fertilizers Natural fertilizers

a) Complex Fertilizers:

1)Mahadhan Power

(23:23:00)

2)DAP (Chetak)

b) Mixtures: (Bhudhan)

1)18:18:10

2)20:20:00

3)20:10:10

c) Straight Fertilizers:

1)SSP (Super)

2)MOP (Potash)

a) Bensulf (Granular

Sulphur)

b) Kranti (Micro

Nutrients)

c) Shakti (Secondary

Nutrients)

d) MgSO4

e) ZnSO4

f) Amruta (Water Soluble

Fertilizer)

a) Crop Plus

b) Natural Potash

c) Natural Phosphorus

d) Natural Zinc

e) Natural Megacal

f) Natural Chilli & Veg.

Spcl.

g) Natural Soybean Spcl.

h) Natural Cotton Spcl.

Table 3.1.1 depicts the product line DFPCL which include bulk fertilizer viz.

complex, mixture and straight fertilizers; specialty fertilizer viz. Kranti ,Shakti etc. and

Natural fertilizer viz. crop plus ,Natural potash

3.1.7 Agri – Lab Services

To provide services to the farmers like soil testing, plant tissue testing water

analysis DFPCL set up a well – equipped agri –lab and provides all these facilities

under one roof.

a) Analysis of N,P,K and S along with micronutrient in addition to pH and

electrical conductivity.(EC)

b) Computerized fertilizer recommendation based on the above analysis.

c) Testing of water to check its suitability for irrigation and advice farmers

accordingly.

d) Testing of plant tissue samples for all measure and micronutrient and advice

farmer on scheduling for fruit crops.

e) Analysis of manure, organic and chemical fertilizer to check quality.

3.1.8 Profile of product Mahadhan Kranti

It is one of the specialty products of the Deepak Fertilizer which provides

micronutrients to the crop in balanced proportion. It supplies Ca, Mg and S in addition

to other micronutrients, which increase the efficiency of utilization of N, P and K. It is

also suitable for application along with fertilizer as well as it is available in different

crop specification formulations.

For Sugarcane

This formulation special made for sugarcane crop enriched with Mg (3% Mgo).

It supplies Fe and Zn in large quantity. It helps to minimize the Fe deficiency it helps

to increase the sugar content and yield.

For Vegetables

Mahadhan Kranti for vegetables provide balanced nutrient supply as it is,

enriched with magnesium, It also contain 4 % extra iron to sustain good vegetative

growth. It helps to increase the root growth and green flower formation.

For Fruits

The formulation is for fruits Mg based (5 % Mgo) micronutrient fertilizer

enriched with addition boron nutrient 2.0%. It ensures lush green growth by preventing

of dropping flower and fruit. It helps to improves fruits quality and yield.

For Field crops

Mahadhan Kranti for field crops is especially suitable for the calcareous soil

with high pH range. It prevents the general chlorosis in pulses, oil seeds and cereals.

This formulation availability of also increases the availability of N.P and K makes the

nutrient easily available, it also helps to increases the availability of N, P, and K.

3.2 Profile of Shirur Tahsil of Pune District The area selected for the collection of primary data is Shirur tahsil of Pune

district.

3.2.1 General Information:-

The study area was selected from Pune district of Maharashtra state. The

peculiarity of study area i.e. Shirur tahsil was that main city is divided in distinctly in

semi modern and rural area. The tahsil is well developed due to the Koregaon Bheema

and Ranjangaon Industrial area. There also famous Ranjangaon Ganesh temple and

Sambhaji maharaj Samadhi place at Vadu (Bk). There was an old Sugar factory

i.e.Shirur taluka Sahkari Sakhari Karkhana ltd.

3.2.2 Geographical location:-

Pune district is located between 17 degree 54’ and 10 degree 24’ north latitude

and 73 degree 19’and 75 degree 10’ east longitude. Shrigonda and Parner tahsil of

Ahmednagar district are on north-east of Shirur tahsil. Haveli tahsil on the south-east.

Khed tahsil on north east.

3.2.3 Soils and Rivers

Soil of the Shirur tahsil is medium to black with good soil condition of water

holding capacity. Shirur is situated between Bheema and Ghodnadi which play vital

rolel in providing the irrigation facilities to agriculture area.

3.2.4 Climate and rainfall:-

Shirur tahsil is characterized by hot and dry climate. April and May are the

hottest month in Shirur as well as Pune District. December and January are coolest

months, when average temperature falls as low 110C. Humidity is low during summer

months due to increased evaporation losses from the atmosphere. Rain fall is uncertain

which totally depends on monsoon season which low rainfall intensity. Average

rainfall of Shirur is between 550 to 750 m.m.

3.3 General Information of sample farmers

The data were collected from 40 farmers and 10 dealers from Shirur Tahsil.

Selected farmers were progressive farmers. The information of sample farmers is

given in this section.

3.3.1 Distribution of sample farmers on the basis of age.

Age is an important factor for perception of new concepts. The concept of

integrated nutrient management is a new emerging concept which stresses the

micronutrient use along with major nutrient for maintaining good soil condition.

In view of this, to get an idea about the perception of new concept, it is

essential to know the age group wise distribution of sample farmers.

Table 3.3.1 Distribution of sample farmers on the basis of age.

Sr. No. Age No. of Respondents(N= 40) Percentage

1 <30 6 15

2 30-40 18 45

3 >40 16 40

It is observed from the Table 3.3.1 that 45 per cent of farmer belongs to age

group 30-40 and 40 per cent above fourty. This revealed that the most of farmers

belongs to middle age group that’s with good knowledge and experience therefore they

may be accept the new ideas like integrated micronutrient use.

3.3.2 Distribution of sample farmers on the basis of education

Education is very vital to understand the use and importance of new concepts

such as integrated micronutrient management. In view of this, the sample farmers were

distributed according to their education level to understand their capacity to acquire

the knowledge.

Table 3.3.2 Distribution of sample farmers on the basis of education

Sr.No. Education No. of Respondents(N= 40) Percentage

1 Primary 5 12.5

2 Secondary 19 47.5

3 Graduation 10 25

4 >Graduation 6 15

From Table 3.3.2 it can be revealed that 25 per cent of farmers secured

graduation.15 per cent farmers were post graduate while 47.5 per cent farmers secured

secondary education. From the table it can be revealed that most of the farmers were

well educated and would able to can implement the new concept in their farming

business.

3.3.3 Distribution of sample farmers according to land holding

The information relating to land holding of sample farmers is given in Table

3.3.3.

Table 3.3.3 Distribution of sample farmers according to Land holding

From the Table 3.3.3, it can be observed that out of 40 sample farmers, 15 were

having marginal land holding i.e. below 1 ha. 12 farmers were having small land

holding i.e. 1 to 2.5 ha. While 20 per cent farmers were from medium size group

having 2.5 to 5 ha land holding. From the table it can be revealed that majority of

sample farmers were having marginal or small holding.

3.4 Farmers perception about Mahadhan Kranti To find out the sample farmers perception about Mahadhan Kranti different

aspects such as use, acceptance of Mahadhan Kranti as well as awareness regarding

Mahadhan Kranti has been studied.

3.4.1 Distribution of sample farmers according to awareness regarding

Mahadhan Kranti

For the effective use of micronutrients, the know how about micronutrients is

essential. The awareness of sample farmers about Mahadhan Kranti was observed by

examining the know how about the Mahadhan kranti.The questions regarding the

content and usefulness were asked to the sample farmers to find the awareness

regarding Mahadhan Kranti.

The results about the awareness were given in Table 3.4.1

Sr.No. Particulars No. of farmers Percentage

1 Marginal ( < 1 ha ) 15 37.5

2 Small ( 1- 2.5 ha ) 12 30.0

3 Medium ( 2.5- 5 ha) 8 20.0

4 Large ( > 5 ha ) 5 12.5

Table 3.4.1 Distribution of sample farmers according to awareness

regarding Mahadhan Kranti

Particulars Size groups Total Marginal Small Medium Large

Awareness 8 (53.33)

10 (83.33)

5 (62.50)

4 (80.00)

27 (67.50)

Non-awareness 7 (46.67)

2 (16.67)

3 (37.50)

1 (20.00)

13 (32.50)

Total 15 (100)

12 (100)

8 (100)

5 (100)

40 (100)

(Figures in the parentheses are percentages to the total)

From Table 3.4.1, it can be revealed that from 40 sample farmers 27 (67.50 per

cent) farmers were aware about Mahadhan Kranti while 13 (32.50 per cent) farmers

were not aware. 83.33 and 80.33 per cent farmers were aware about Mahadhan Kranti

from small and large size group. While 16.67 and 20.00 per cent farmers were not

aware about Kranti from small and large size group respectively.

The awareness about Mahadhan Kranti was observed to be 53.33 and 62.50 per

cent from the farmers of marginal and medium size group. The non-awareness was

observed in 46.67 and 37.50 per cent sample farmers from marginal and medium size

group respectively.

Figure 3.1 Distribution of sample farmers according to awareness regarding

Mahadhan Kranti

3.4.2 Distribution of sample farmers on the basis of use of micronutrients

The information regarding the users and non users of micronutrient among the

sample farmers is given in Table 3.4.2

Table 3.4.2 Distribution of sample farmers according to use of ‘Mahadhan

Kranti’

Particulars Size groups

Total Marginal Small Medium Large

Users 12

( 80.00)

7

(58.33)

4

(50.00)

4

(80.00)

27

(67.50)

Non-users 3

( 20.00)

5

(41.67)

4

(50.00)

1

(20.00)

13

(32.50)

Total 15

(100.00)

12

(100.00)

8

(100.00)

5

(100.00)

40

(100.00)

(Figures in the parentheses are percentages to the total)

The distribution of users and non users of Mahadhan Kranti is presented in

Table 3.4.2

The table reveals that out of 40 sample farmers from all size groups, 27

farmers were using the micronutrient, while 13 farmers were not using micronutrient.

67.50 per cent farmers were users and 32.50 per cent farmers were non users. From the

marginal size groups 80 per cent farmers were users and 20 per cent were non users of

Mahadhan Kranti. From small and large size groups the per cent users of micronutrient

were to the tune of 58.33 and 80 per cent respectively while that of non users were

41.67 and 20 per cent respectively. The medium size group represented by sample

farmers showed equal per cent of users and non users i.e. 50 per cent.

Figure 3.2 Distribution of sample farmers according to use of ‘Mahadhan

Kranti’

3.4.3 Distribution of sample farmers according to acceptance of Mahadhan

Kranti.

Acceptance of micronutrient Mahadhan Kranti was examined on the basis of

satisfaction derived by farmers

Table 3.4.3 Distribution of sample farmers according to acceptance of

Mahadhan Kranti

Particulars Size groups

Total Marginal Small Medium Large

Acceptance 8

(53.00)

6

(50.00)

4

(50.00)

3

(60.00)

21

(52.50)

Non- acceptance 7

(37.00)

6

(50.00)

4

(50.00)

2

(40.00)

19

(47.50)

Total 15

(100.00)

12

(100.00)

8

(100.00)

5

(100.00)

40

(100.00)

(Figures in the parentheses are percentages to the total)

Table 3.4.3 indicates the distribution of 40 sample farmers from different size

groups as per acceptance and non acceptance of Mahadhan Kranti.

From the Table 3.4.3, it can be revealed that from marginal size holding 53

per cent farmers who accepted Mahadhan Kranti were 37 per cent non accepted. The

per cent of farmers from large size group who accepted Mahadhan Kranti was 60

while that of non acceptance was 40. From small and medium size group 50 per cent

rejected to accept the micronutrient. At general level, out of 40 sample farmers, 52.50

per cent farmers rejected Mahadhan Kranti.

Figure 3.3 Distribution of sample farmers according to acceptance of

Mahadhan Kranti

3.5 Competition analysis of market players Competition analysis was done to get on idea of position of DFPCL

(Mahadhan) in market on the basis of sale of micronutrient fertilizer and price of

micronutrient fertilizer.

3.5.1 Competition for micronutrient fertilizer sale

The data was collected of micronutrient fertilizer sale of all companies of last

year. The preference scale of 0 and 1 was used to find out the competition of different

market players

For different companies in market promoting their micronutrient, the question

whether the product was sold or not was given for non sale of product, the result was

presented in Table 3.5.1

Table 3.5.1 Preference given by dealer/sub-dealer regarding competition.

Company Aris

Fertilizer

Deepak

Fertilizer

Ranade

Chemicals

Karnataka

Agro

chemical

Rich

Fertilizer

Green

Crop

Fertilizer

Preference 7 5 10 4 6 5

From Table 3.5.1, it was observed that Ranade chemicals secured first position

with preference score of 10. The second position was secured by Aris and Rich

fertilizer with preference score of 7 and 6 respectively while as per the preference

score 5, Deepak and Green crop were on fourth position while Karnataka

Agrochemicals Pvt. Ltd. secured last position with preference score of 4 . From the

table it was revealed that Deepak fertilizers being on third position need to improve its

sale.

Figure 3.4 Preference given by dealer/sub-dealer regarding competition

3.5.2 Availability of micronutrient

Availability of micronutrient fertilizer is indeed an important aspect which in

turns increases the sale of micro nutrient and also helps to balance the demand and

supply forces.

The data was collected on availability of micronutrients from the dealers by

using the preference scale method. The preference scale of 0 and 1 was used to find

out the availability of micronutrients in market

The score 1 was given for the availability and 0 was given for non availability

of micronutrient and the result is presented in Table 3.5.2

Table 3.5.2 Availability of micronutrient fertilizer in market.

Company Aris Deepak Ranade Karnataka Rich Fert. Green Crop

Percent 6 5 8 3 2 3

From the Table 3.5.2, it can be revealed that Ranade chemicals secured first

position with score of 8. The second position was secured by Aris with the

preferences score of 6. With the preferences score of 5, Deepak fertilizer secured third

position, Karntaka Agro and Green crop with preferences score of 3; secured fourth

position. Rich fertilizer with preferences scores 2 secured last positions.

From the table, it can be observed that the dealers response regarding

availability of “Mahadhan Kranti” was less than Ranade and Aris. Deepak fertilizer

need to improve the availability of micronutrient to cope up the demand and supply

gap to secure better position in market.

Figure 3.5 Availability of micronutrient fertilizer in market according to

company-wise

3.6 Nutrient status of soil samples from sample farmers Use of micronutrient for agronomic and has increased markedly in recent years

increased use is related to higher nutrient demands from intensive cropping practices

and also from farming marginal lands.

The intensive cropping and farming are two important factors which make the

soil deficient for different micronutrient .The deficient or excessive availability of one

micronutrient may cause synergetic or antagonistic effect on availability of other

micronutrient and which directly hamper the crop yield.

As “Mahadhan Kranti” is a micronutrient supplier which supplies Ca, Mg, and

S in addition to other micronutrient, the effort was made to analyze the soil for Ca,

Mg, S Fe and Zn availability of all the sample farmers which may in turn help to

recommended the “Mahadhan Kranti”on the basis of analyzed sample. The result of an

analyzed soil sample have been given in Table 3.6

Table 3.6 Nutrient status of soil samples from sample farmers

Micronutrient Status No. of

Samples(N = 40) Percent

Ca Sufficient 14 35

Deficient 26 65

Mg Sufficient 18 45

Deficient 22 55

S Sufficient 23 57

Deficient 17 23

Fe Sufficient 4 10

Deficient 36 90

Zn Sufficient 9 23

Deficient 31 77

From the Table 3.6, can be it observed that, 65 per cent soils are deficient in

calcium. In case magnesium 55 per cent soils observed to be deficient.

90 per cent soils samples observed to be deficient in Fe while 77 per cent soils

were deficient in Zn . Sulphar was found to be sufficient in 57 per cent of soils found

to be deficient in S

From the data it can be revealed that all the soils need reclamation with by

using micronutrient fertilizer, Mahadhan Kranti can provide the deficient

micronutrient viz: Ca, Mg, Fe and Zn as it is enriched with all these micronutrients

required by the soil which were tested.

Figure 3.6 Nutrient status of soil samples from sample farmers

3.7 Promotional activities of DFPCL Promotion is the generatic term which encompasses all such tools in marketing

mix that aims at persuasive communication. All activities involving in the persuasive

communications are called “promotional activities”.

These activities make potential buyers of a product aware of the existence of a

product and its merits converting the potential buyers into actual consumers.

In the modern competitive environment, promotion is considered to be a key

weapon in marketing for the company’s growth and its success. Any company wish to

stay in business has to develop and execute sale promotional programmes.

The promotional activities under taken by DFPCL and other market players,

categorized in two groups viz, “With the farmers” and “To the farmers”. Medias like

advertisement through news papers, T.V., Radio, and Hoarding, wall painting

belonging to the category to the farmers were used by all the competitors.

The stress was given to study the promotional activities under the category

“With the farmers” which include method demonstrations, field assistance, farmers

meetings, result demonstrations. The response to the promotional activities performed

by all the companies was studied and presented in Table no 3.7

Table3.7 Promotional activities according to company wise

Sr.

No

Promotional

Activities with

the farmers

Response to company(N = 40)

DFPCL Ranade Aris Karnataka Greencrop Richfield

1 Method

demonstration

15

(37.5)

4

(10)

5

(12.5)

6

(15.5)

4

(10)

6

(15.5)

2 Field Assistant 10

(25)

11

(28)

4

(10)

3

(6.5)

2

(5)

10

(25)

3 Farmers

meeting

17

(42.5)

9

(22.5)

5

(12.5)

3

(6.5)

3

(6.5)

3

(6.5)

4 Result

Demonstration

12

(30)

6

(15.5)

4

(10)

5

(12.5)

6

(15.5)

7

(17.5)

(Figures in the parentheses are percentages to the total)

The Score card method was used.

Figure 3.7 Promotional activities according to company wise

From Table 3.7 it is shown that Deepak fertilizers are in top position regarding promotional activities like Method demonstration, Farmers meeting, Result demonstration .While Ranade is top in field assistant promotional activity.

3.8 Findings

Followings are some findings observed after studying the data

collected to study farmers, perception competition analysis promotion of

products, and nutrient status of Shirur tahsil.

1. Majority of farmers belongs to marginal and small Size group of land

holding.

2. 67.50 per cent farmers are aware about “Mahadhan Kranti”

3. 67.50 per cent farmers are using “Mahadhan Kranti”

4. More than 50 Per cent farmers are satisfied with “Mahadhan Kranti”

5. Ranade chemicals secures top position in Micronutrient sale as well as the in

availability of micronutrient and is the main competitor of DFPCL

6. Soil analysis indicates the deficiency of Ca, Mg, Fe and Zn.

7. Farmers meeting, field assistance and result demonstrations are the main

promotional activities.

3.9 Conclusions

1. Majority of farmers are aware about “Mahadhan Kranti”and using it.

2. Ranade chemical is main competitor in the market.

3. Ca, Mg, Fe and Zn deficiency defines the need of micronutrient use.

4. Result demonstration is an important promotional activity.

3.10 Suggestions

1. More efforts are needed to develop awareness in farming community

regarding benefits of micronutrient fertilizer through farmer meetings result

demonstration and advertisement.

2. Timely and continuous supply of micronutrient fertilizer prior to the season

should be maintained to increase the sale of micronutrient.

3. Need to develop the efficient network at field level.

4. Dealers need to be involved in sale promotion activities by launching

attractive schemes for dealers.

**************

REFERENCES

Philip Kotler and Gray Armstrong. 2008. Principle of Marketing. Pearson

education, inc. 5: 123-139

www.dfpcl.com

Kailas Suryavanshi a Report on Forward and backward linkage for

productivity improvements through mahadhan sarathi2005-2007.

Parabat Aniket 06/120 a Thesis on A Study of role perception and

performance of the members of farmers-scientist forum under

NARP,Solapur.

Farmers Questionnaire -----------------------------------------------------------------------------------------------------

- 1) Name of the Farmer:

Age : Address: Contact No: Education:

2) Land under cultivation (ha.): Irrigated: Un-Irrigated: Total 3) If Irrigated, then which type of method used for irrigation?

a) Drip irrigation

b) Sprinkler irrigation c) Other (specify) 4) Cropping pattern: Sr.No. Season Name of crop Area (Ha) Yield

5) Which type of fertilizers do you use?

a. Chemical fertilizers b. Organic fertilizers c. Biofertilizers 6) Are you using micro nutrient fertilizers? Yes / No If yes, Which are those?

-----------------------------------------------------------------------

--------------------------------------------------------------------------

7) Are you satisfied from that? Yes/No fertilizers If no, what are the reasons? ------------------------------------------------------- ------------------------------------------------------ 8) Which method do you use for fertilizer application? a) By Spraying: b) By Drip irrigation: 9) Source of information for using a particular company fertilizer? a. Agro service center. b. Agriculture Officer. c. Other farmer. d. Company salesperson. e) Other (Specify)- 10) do you heard about MAHADHAN KRANTI micronutrient fertilizer? Yes/No If Yes give reason ………………….. …………………………………. 11) Name the micronutrient fertilizers (and name of manufacturing company) you used? Sr. No. Name of micronutrient

Fertilizer Company Name of Crop (s)

12) What are the reasons for using these fertilizers?

1. Price 2. Quality 3. Service

4. Other (specify) – 13) Reactions of farmer towards the use of water soluble fertilizers. Particulars Reactions of farmer

1.Price

2.Packing size

3.Application

4.Durability

5.Hazards

6.Availability

7.Crop suitability

14) Why these MAHADHAN KRANTI used? What type benefits you have seen after use ?

15) What is your annual expenditure on water soluble fertilizers? 16) Do you get MAHADHAN KRANTI fertilizers as and when you require? Yes / No. If No, what are the reasons?

------------------------------------------

17 )What are your suggestions on the following points?

a. Price of w.s fertilizer ------------------------------

b. Packaging ---------------------------------------- c. Availability ------------------------------------------- d. Ingredients -----------------------------------------------

e. Any other (specify) --------------

QUESTIONARRIE FOR DEALER

Name of party – Name of responsible person – Address – Education – Contact no- Command area – 1-5 villages 5-10 villages 10-20 villages Tahsil

1) Which farming inputs are available in your shop for sale?

Fertilizers Water soluble fertilizers Pesticides Biofertilizers Micronutrients Other

2) Whether the Farmers are aware of micronutrients?

3) Whether the Farmers demand micronutrients ?

4) Total turn over of last 3 year

2006-07 2007-08 2008-09

5) Total turnover of micronutrient fertilizers per year

6) Name of micronutrient fertilizers company wise

Deepak Zuari RCF Randey chemicals Others

7) Which companies’ micronutrient are more sale? Why?

8) %share of MAHADHAN KRANTI in total micronutrient fertilizers

sale?

9) What about the supply of MAHADHAN KRANTI ?

10) Which bag size is more preferable by farmers? Why?

25kg 2) 10kg

11) What are the promotion activities carried out by different

companies?

12) What is the reaction of farmers about price of MAHADHAN KRANTI?

13) What should be done to increase the sale of MAHADHAN KRANTI? Suggestions.

VITA

Mr. Dadar Dhanraj Ashok (Regn. No. 08/223)

A candidate for the degree of MASTER OF BISUNESS MANAGEMENT (AGRICULTURE)

- 2009 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Title of the Project : Market research and promotion of Mahadhan Kranti in Shirur tahsil of Pune dist.

Department : Master of Business Management (Agri.)

Biographical facet

* Personal information : Born on 27th August, 1986, at Pune, Tahasil –Haveli, Dist. - Pune.Son of Mr. Dadar Ashok Sakharam and Mrs.Dadar Padmini Ashok.

*Educational qualification: Attended S.S.C. Examination at New English

School, Kombhali, securing First Class with Distinction in the year 2002.

Passed H.S.C Examination from M.G.Jr.College,

Karjat bagging Second Class, in the year 2004.

Obtained B. Sc. (Agri.) degree with Second Class in the year 2008, from College of Agriculture, Kolhapur, a constituent college of Mahatma Phule Krishi Vidyapeeth, Rahuri.

* Permanent address: A/p Kombhali ,tal:Karjat , Dist: Ahmednagar Pin code:414402

Contact No. :9423389676 / 02489240136 email : dnathdhanraj69@rediffmail.com

* * * * * * *