DRIVING MASS AWARENESS CAMPAIGN OF LANEVO

INSECTICIDE IN KEY FOCUSED MARKET OF

ASSIGNED GEOGRAPHY (MULTAI REGION OF
MADHYA PRADESH) BY TARGETING
COLE CROP FARMERS

SUBMITTED TO THE

INTEGRAL UNIVERSITY IN PARTIAL FULFILLMENT OF

THE REQUIREMENTS FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

In

FOOD AND AGRIBUSINESS MANAGEMENT

By

SNEHASISH

CHATTERJEE

2300105310

Integral Institute of Agricultural Science and Technology (IIAST)

Integral University
Lucknow-226 026
2023-25
1
 CERTIFICATE

This is to certify that the summer internship entitled “Driving mass awareness campaign of
Lanevo insecticide in key focused market of assigned geography (Multai region of Madhya
Pradesh) by targeting cole crop farmers” submitted for the partial fulfillment of thedegree of
MBA Food and Agribusiness Management to the Integral University, Lucknow by a bonafide
student Mr. Snehasish Chatterjee, Enrollment No. 2300105310 had worked under our
supervision and that no part of this thesis has been submitted for any other degree.

The assistance and help received during the course of research work has beenduly acknowledged.

Name and Signature of Co-Advisor Signature of Advisor

Name: Dr. Shalini
Sharma
Designation Designation: Professor
Affiliation Affiliation: Integral University, Lucknow

Forwarded by:

Dean/Head

2
 DECLARATION

I, hereby, declare that the present Summer Internship entitled “Driving mass
awareness campaign of Lanevo insecticide in key focused market of assigned
geography (Multai region of Madhya Pradesh) by targeting cole crop farmers”
embodies the original research work carried out by the undersigned and has not been
published and/or submitted to elsewhere for the award of any degree.

Date Signature of Student

Name of Student: Snehasish Chatterjee

3
 ACKNOWLEDGEMENT

The writing of this report work has been one of the most significant
challenges I have ever had to face. I’m grateful to the Placement Cell of
Imperial School of Agri Business and Dhanuka Agritech Limited, for
providing me with this great opportunity to work on this diversified
project and gain very important lifelong knowledge, understanding and
skills.

Though it is quite difficult to express my humble feelings towards all

sources of inspiration, but I do wish to mention my deep sentiments and
gratitude for some of them for their precious contribution.

I would like to extend my heartfelt gratitude to Mr. Sanjay Singh,

Deputy General Manager (Marketing), Dhanuka Agritech Limited. and
Mr. Om Ranjan, Senior Portfolio Manager (Insecticides), Dhanuka
Agritech Limited. under whose guidance I was able to carry out my
project. Their encouragement and timely suggestions were extremely
beneficial during the course of my study.

I would also like to convey my gratitude to Mr. Rajendra Phulre

(Area Sales Manager- Betul), Mr. Amol Nayek (Territory Sales

Manager – Betul) and all the Dhanuka Doctor of each region who have
provided me with their great assistance, guidance and help to complete
my survey work smoothly.

In an ecstasy of delight, I want to express my profound gratitude to Prof

Mohit Sharma, Training & Placement officer and Dr. Shalini Sharma
(Summer Internship Guide) at Imperial School of Agri Business, Greater
Noida who provided me the opportunity for this summer internship.

Place: - Date: -

Snehasish Chatterjee

Batch 2023-25

4
MBA in Food & Agri Business Management

5
 Executive Summary

The Project is Mass awareness campaign and promotion activities for

Dhanuka Agritech Limited “ Lanevo” insecticides in cabbage region of
Multai, Madhya Pradesh. The Study has done in two parts i.e. dealers and
farmers. Apart from these the market potential for insecticides has been
evaluated along with a tab on the competitors and their strategies.

During this project I interacted with over 180 farmers and 58

Dealers/retailers of Different Village of Multai Region and surveyed them
on their social profile, land holding, cropping pattern, type of fungicide &
Insecticide used by them, purchasing behavior, market behavior, Cost of
Cultivation And develop understanding of competitor’s market.

The Dealers were evaluated on some parameters viz. Annual turnover,

Relative coverage of different competitor in market, Market Analysis of
insecticide, Margin, cost comparison, major constraints in selling
insecticides, Promotional activity, Satisfaction level of dealers.

Further these dealers and Retailers are very strong in their loyal customer
base because of their personal rapport with farmers and the credit leverages
offered by them to their customers.

The report also puts some light on farmers perception about Cabbage
insecticide by asking some questions on following parameters viz
Perception of Farmers about Lanevo Insecticide Factors influencing buying
behavior of farmers, satisfaction Level of farmer.
Dealers & Retailers play key roles on promote any product who
recommend the product and give some consultancy. So, it will be good to
motivate through giving some training on crop management practices.
I also found that area of cabbage cultivation has been reduce to 20 – 25 %.
Last year (2022 – 2023) and this year 2024 most of the cabbage grower facing

6
Diamondback moth & White fly Infestation problem and also labor
availability is very less. These are two factors for reduce cabbage area.

The results indicate that Field demonstrations as best way of

popularizing the Lanevo Insecticide as we can show the results and
influence many farmers to use our product after convincing them. In the
case of farmers, the quality, effectiveness & price of the product are the
main reasons of influencing buying behavior of farmers.

In this report I have presented Analysis of the concerned Territory based

on primary data collected along with suggestions, learning and conclusion.

7
 Table of Contents

ACKNOWLEDGEMENT.................................................................................................................................................... 4
Executive Summary.......................................................................................................................................................... 5
Introduction of Cabbage..............................................................................................................................................10
Economic Importance of cabbage................................................................................................12
Diseases & Pest of cabbage...........................................................................................................12
Overview of Dhanuka Agritech Ltd. company...........................................................................13
Introduction of Lanevo Insecticides.............................................................................................15
Field Demonstration of Lanevo Insecticides................................................................................18
InDhan App Usage.......................................................................................................................................................... 19
Individual Farmer Meet............................................................................................................................................... 20
Village Meeting................................................................................................................................................................ 20
Interaction with Dealers/ Retailers........................................................................................................................21
Literature Review........................................................................................................................................................... 22
Research Methodology.................................................................................................................................................24
Major Questionaries Asked to Farmers During Survey............................................................25
Major Questionaries Asked to Dealers/ Retailers During Survey............................................27
Area of Study.................................................................................................................................................................... 31
Analysis & Interpretation............................................................................................................................................32
ANALYSING FARMERS PERCEPTION REGARDING INSECTICIDES USE........................32
AGE GROUPS OF FARMERS...................................................................................................32
EDUCATIONAL BACKGROUND............................................................................................33
ANNUAL INCOME OF FARMERS..........................................................................................34
LANDHOLDINGS OF FARMERS............................................................................................35
NET CABBAGE CULTIVATED LAND...................................................................................36
COST OF CULTIVATION OF CABBAGE...............................................................................37
MAJOR INSECTS’ INFESTATION..........................................................................................38
MOST USE DHANUKA PRODUCT IN CABBAGE...............................................................39
FACTOR IMPACT TO PURCHASE DECISION ON FARMERS...........................................40
FEATURES OBSERVED AT THE TIME OF PURCHASING.................................................41
MAINLY USED INSECTICIDES BY FARMERS....................................................................42
ANALYSING MARKET WITH THE HELP OF RETAILERS AND DEALERS...............................................43
MAJOR SELLING PRODUCTS OF DHANUKA IN CABBAGE CROP....................................43
DEMAND OF DHANUKA PRODUCT.........................................................................................44
WHAT FACTOR IMPACT ON PURCHASE DECISION ON FARMERS..................................45
MOST SELLING INSECTICIDES IN CABBAGE CROPS..........................................................46
BUSINESS DID BY DEALER/ RETAILERS...............................................................................47
8
 BUSINESS OF DHANUKA HAVE DONE BY RETAILERS/ DEALERS..................................48
BUSINESS OF DIFFERENT COMPETITORS IN MULTAI REGION...............................................................49
MAJOR TRADES IN MULTAI.....................................................................................................50
MARKET POTENTIAL WITH BUSINESS OF COMPETITORS IN MULTAI REGION..............................51
TOP SHARE HOLDERS COMPANY...........................................................................................51
COMPETITOR’S STRATEGY...............................................................................................................52
SWOT ANALYSIS OF DHANUKA PRODUCTS......................................................................................................54
SUGGESTIONS TO GROW BUSINESS......................................................................................................................55
IMPACT OF RETAILERS ON PRODUCT PURCHASE DECISION OBSERVED THROUGH
RETAILERS VISIT:
................................................................................................................................................................................................
57
LEARNINGS....................................................................................................................................................................... 58
CONCLUSION.................................................................................................................................................................... 59
ACTIVITIES DURING INTERNSHIP.........................................................................................................................60
GLIMPSES OF LANEVO LAUNCHING EVENT......................................................................................................61
Reference............................................................................................................................................................................ 62

9
 Table of Figures
Figure 1 Cabbage Crops....................................................................................................................10
Figure 2 Identification of Insects & Pests........................................................................................12
Figure 3 Dhanuka Company Logo...................................................................................................13
Figure 4 Lanevo Insecticides Launch..............................................................................................14
Figure 5 Lanevo Insecticides Banner...............................................................................................15
Figure 6 Lanevo Insecticides Demonstration..................................................................................18
Figure 7 Dhanuka Indhan APP........................................................................................................19
Figure 8 Individual Farmers Meet at Village Taikheda................................................................20
Figure 9 Village Meeting at Sawangi...............................................................................................20
Figure 10 Interaction with Dealers & Retailers..............................................................................21
Figure 11 Survey Questionnaire for Farmers.................................................................................26
Figure 12 Survey Questionnaire for Dealers & Retailers..............................................................28
Figure 13 UPL Company Product Promotion Strategy.................................................................53
Figure 14 Retailers Meet...................................................................................................................57
Figure 15 Various Activities During Internship Period.................................................................60
Figure 16 Lanevo Insecticides Launching Event at Betul, MP.....................................................61

10
 Introduction of Cabbage

Figure 1 Cabbage Crops

Classification
The scientific classification of cabbage is the followings:
Kingdom: Planate;
Division: Magnoliophyta;
Class: Magnoliopsida;
Order: Brassicales;
Family: Brassicaceae;
Genus: Brassica;
Species: olearacea

(Bosch, 1987) Cultivation

Cabbage is generally grown for its densely leaved heads, produced during the first year of
its biennial cycle. Plants perform best when grown in well-drained soil in a location that
receives full sun. Different varieties prefer different soil types, ranging from lighter sand to
heavier clay, but all prefer fertile ground with a pH between 6.0 and 6.8. For optimal
growth, there must be adequate levels of nitrogen in the soil, especially during the early
head formation stage, and sufficient phosphorus and potassium during the early stages of
expansion of the outer leaves. Temperatures between 40 and 75 °F (4 and 24 °C) prompt the
best growth, and extended periods of higher or lower temperatures may result in premature

11
bolting (flowering). Flowering induced by periods of low temperatures (a process called
vernalization) only occurs if the plant is past the juvenile period.
The transition from a juvenile to adult state happens when the stem diameter is about 6 mm
(0.24 in). Vernalization allows the plant to grow to an adequate size before flowering. In
certain climates, cabbage can be planted at the beginning of the cold period and survive
until a later warm period without being induced to flower, a practice that was common in
the eastern US. Plants are generally started in protected locations early in the growing
season before being transplanted outside, although some are seeded directly into the ground
from
which they will be harvested. Seedlings typically emerge in about 4†“6 days from seeds
planted 1.3 cm (0.5 in) deep at a soil temperature between 68 and 86 °F (20 and 30°C).
Growers normally place plants 30 to 61 cm (12 to 24 in) apart. Closer spacing reduces the
resources available to each plant (especially the amount of light) and increases the time
taken to reach maturity. Some varieties of cabbage have been developed for ornamental use;
these are generally called "flowering cabbage". They do not produce heads and feature
purple or green outer leaves surrounding an inner grouping of smaller leaves in white, red,
or pink. Early varieties of cabbage take about 70 days from planting to reach maturity,
while late varieties take about 120 days. Cabbages are mature when they are firm and solid
to the touch. They are harvested by cutting the stalk just below the bottom leaves with a
blade. The outer leaves are trimmed, and any diseased, damaged, or necrotic leaves are
removed.
Delays in harvest can result in the head splitting as a result of expansion of the inner
leaves and continued stem growth. Factors that contribute to reduced head weight include:
growth in the compacted soils that result from no-till farming practices, drought,
waterlogging, insect and disease incidence, and shading and nutrient stress caused by
weeds. When being grown for seed, cabbages must be isolated from other B. oleracea
subspecies, including the wild varieties, by 0.8 to 1.6 km (0.5 to 1 mi) to prevent cross-
pollination. Other Brassica species, such as B. rapa, B. juncea, B. nigra, B. napus and
Raphanus sativus, do not readily cross-pollinate.

12
 Economic Importance of cabbage
(Salunkhe, 1998)
Leaves are low in calories (27 per cent), fat (0.1 per cent) and carbohydrates (4.6 per
cent). It is good sources of protein (1.3 per cent) which contains all essential amino
acids,
particularly sulphur containing amino acids. Cabbage is an excellent source of minerals such
as calcium (39 mg), iron (0.8 mg), magnesium (10 mg), sodium (14.1 mg), potassium (114
mg) and phosphorus (44 mg). It has substantial amounts of β carotene provitamin A),
ascorbic acid, riboflavin, niacin and thiamine. Ascorbic acid content varies from 30-65 mg
per 100 g fresh weight.
Diseases & Pest of cabbage

Crucifers are attacked by a wide variety of pests, and pest management is complex and
costly for these extremely important vegetable crops. While producers use a variety of
insecticides of varying classes, organophosphates, including chlorpyrifos, diazinon,
dimethoate, endosulfan, and oxydemeton-methyl, play a very important role in cabbage
insect management. Organophosphates and carbamates are the only effective materials
currently available for control of cabbage maggots. Their use in rotation with other classes
of insecticides greatly aids in resistance management and control of diamondback moth and
onion thrips, two of the most difficult insect pests to manage in cabbage. Aphid control
without organophosphates could be significantly more problematic and expensive. Without
the registration of new effective materials to replace them, the loss of chlorpyrifos,
diazinon, dimethoate, endosulfan, and oxydemetonmethyl would have significant impacts
on production and profitability.

13
Figure 2 Identification of Insects & Pests

14
 Overview of Dhanuka Agritech Ltd. company

Figure 3 Dhanuka Company Logo

Dhanuka Agritech Limited is one of India’s leading agri-input company and is listed by
Forbes Magazine in the category of “200 Best under A Billion Companies in Asia
Pacific”. The Company is listed with Bombay Stock Exchange and National Stock
Exchange of India. Dhanuka has been awarded Company of the Year (Agro Chemical
Category) by Federation of Indian Chambers of Commerce and Industry (FICCI) in 10th
Biennial International Exhibition and Conference –India Chem 2018 and has been
bestowed with many awards and recognitions from time to time. The Company has
recently been recognized as “Great Place to Work for the year 2018-19”. Dhanuka has
Pan-India presence through its marketing offices in all major states across India. The 3
manufacturing units with 39 warehouses and network of over 8 branch offices across the
Indian geography caters to 6,500 distributors & approximately 75,000 dealers. Dhanuka’s
workforce with more than 1,000 techno–commercial staff, supported by a strong R&D
division and a robust distribution network helps Company to reach out to approximately
10 million Indian farmers with its products and services. Dhanuka’s R&D division has
world class NABL Accredited Laboratories and has international collaborations with the
world’s seven leading agri-input companies from US, Japan and Europe which helps
Dhanuka to introduce the latest technology in Indian farmlands.

15
Dhanuka has three state of art manufacturing facilities in Rajasthan, Gujarat and J&K with
well-equipped Quality Testing Facilities. The R&D center is located at Gurgaon, which is
recognized by the Ministry of Science & Technology for generating scientific data and
evaluation of new chemistry.

Dhanuka Agritech Limited with more than 321 registrations including Herbicides,
Insecticides, Fungicides and Plant Growth Regulators /Bio- Stimulants and with over 330
active SKUs has one of the most extensive market penetrations in agri-input industry.
Dhanuka has solutions for all major crops grown in the country including cotton, paddy,
wheat, sugarcane, pulses, fruits & vegetables, plantation crops and others. The Company’s
impetus is on marketing quality and eco-friendly chemistry which comply with ICM/IPM
and is safe to human beings and beneficial to flora & fauna. Dhanuka is recognized as one
of the leaders amongst Indian agro-input companies in branded agro-input product sales.
The Company has developed several Public-Private and Private-Private partnerships for
agricultural extension projects which are accelerating the transfer of improved agric ulture
technology to the Indian farming community.

Launching event of Lanevo (At Betul, Madhya Pradesh)

Figure 4 Lanevo Insecticides Launch

16
 Introduction of Lanevo Insecticides

Figure 5 Lanevo Insecticides Banner

Lanevo is a newly launched insecticide containing Bifenthrin 5.81% and Fluxametamide

5.81% as technical content. It offers dual benefits:

 Enhanced crop protection against sucking and chewing pests like diamondback
moth and whitefly.
 Unique mode of action that minimizes resistance development, promoting
healthier crops and higher yields.

Mode of Actions: -

1. Insecticides acting on Sodium channels -It interfere in electrical signaling in the

nervous system which impacts normal functioning of nervous system & ultimately leads
to death of insects.

2. Insecticides acting on GABA Gated Chloride Channels-Stops inhibitory signals to pass

through nerve cells by controlling GABA (Gama Amino-Butyric Acid) which results in
overexcitation in insect nervous system. This finally leads to starvation & death of
insects.

17
Key features

 Dual Power

 Dual Mode of Action

 Dual Mode of Entry

 Dual Mode of Activity

 Rain fastness

Benefits

 Saving of Spray Cost

 "Low Risk of Resistance development. Controls Tough Pests which are resistant
to other insecticides

 Less Damage, Better Quality, Higher Output Price, Better ROI

 Effective Insect Pest Control, even those hiding underside leaves

 Ease of application in rainy season

Doses: -

250ml/acre in 150 litres of water

This report details the summer internship project undertaken to drive mass awareness for
Lanevo insecticides, a new product launched by Dhanuka Agritech Ltd. in collaboration with
Nissan Chemicals, Japan. The project focused on cole crop farmers in the Multai region of
Madhya Pradesh
18
 Key Objectives of this project

 Competitor analysis of Dhanuka Agritech Ltd. for Lanevo insecticides.

 To know about the farmers perception about insecticides use.
 To find out the opportunity for Lanevo Insecticides.
 Find out of the mind product
 To observe market of different competitors.
 Factors influencing the insecticides purchase decision.
 Impacts of retailers on insecticides purchase decision.

19
 Field Demonstration of Lanevo Insecticides

Figure 6 Lanevo Insecticides Demonstration

Field Demonstrations:

Conducting field demonstrations to showcase Lanevo's effectiveness in controlling

pests and improving crop yield compared to other insecticides.

20
 InDhan App Usage

Figure 7 Dhanuka Indhan APP

The Indhan app was used to record daily activities related to the project, including:

 Details of village meetings and farmer interactions along with their contact.
 Data collected from retailers and dealers.
 Conducting field demo.
 Field demonstration progress and results.

21
 Individual Farmer Meet

Figure 8 Individual Farmers Meet at Village Taikheda

 Individual farmer interactions to understand their specific pest infestation

problems and recommend suitable Lanevo usage.

Village Meeting

Figure 9 Village Meeting at Sawangi

22
Village meetings to aware farmers about Lanevo's benefits and application methods.

Interaction with Dealers/ Retailers

Figure 10 Interaction with Dealers & Retailers

 Meetings with retailers and dealers to understand the previous demand for cole
crops and the main diseases affecting them.
 Competitor analysis of similar insecticides offered by BASF (Exponus), Godrej
Agrovet Ltd. (Gracia), PI Industries (Brofreya), and FMC (Coragen).
 Data collection from retailers and dealers to understand farmer preferences with
the help of prepared questionnaire.
23
 Literature Review

1. Integrated Pest Management (IPM) in Cole Crop Cultivation:

Integrated Pest Management (IPM) has emerged as a sustainable approach to managing

pests and diseases in agricultural systems. With its focus on minimizing environmental
impact and promoting long-term agricultural resilience, IPM strategies have gained traction
worldwide. Studies have shown that IPM not only reduces reliance on chemical pesticides
but also enhances overall crop health and productivity. However, the adoption and success
of IPM practices are influenced by various factors including farmer training, awareness
programs, and gender dynamics in farming communities. This review examines the efficacy
of IPM in cole crop cultivation, emphasizing its potential to mitigate the adverse health
effects associated with conventional pesticide use while promoting ecological balance and
agricultural sustainability.

2. Nematode Management in Florida Cole Crops:

Plant-parasitic nematodes pose a significant threat to cole crop production in Florida,

causing considerable yield losses and economic impact. This comprehensive fact sheet
authored by Z. J. Grabau and J. W. Noling provides valuable insights into identifying and
managing nematode infestations in crops such as cabbage, broccoli, and collards. By
detailing common symptoms and offering guidance on sample submission for accurate
diagnosis, the publication equips agricultural professionals with essential tools to combat
nematode-related challenges. Furthermore, the fact sheet underscores the importance of
implementing key cultural practices to effectively mitigate nematode damage and
safeguard the productivity of Florida's cole crop industry.

3. Insecticide Efficacy and Cost-Benefit Analysis in Cauliflower Pest Management:

The effectiveness of insecticides in managing pests in cauliflower cultivation is crucial for

maximizing yield and minimizing economic losses. This field trial conducted in Siwan
district, Bihar, during 2018-19 provides valuable insights into the comparative efficacy of
different insecticides against major cauliflower pests. Indoxacarb 14.5 SC emerges as the
most effective insecticide, significantly reducing populations of leaf webber, tobacco
caterpillar, Diamond Back Moth, and aphids, while also leading to the highest cauliflower
yield. Additionally, the cost-benefit analysis underscores the economic viability of various
insecticide treatments, with Cartap hydrochloride 50 SP exhibiting the highest cost-benefit
ratio, followed closely by Thiodicarb 75 WP and other insecticides, highlighting their
potential as economically feasible options for cauliflower pest management.

4. Integrated Pest Management in Cabbage Cultivation:

The control of insect pests in cabbage cultivation is essential for maximizing yield and
quality. Integrated pest management (IPM) approaches, which incorporate both chemical
and non-chemical control methods, have gained prominence for their efficacy and
24
sustainability. This field study conducted in Bakrani District Larkana in 2015 contributes
valuable insights into the effectiveness of plant extracts and synthetic insecticides against
common cabbage pests, specifically whiteflies and thrips. The results underscore the
significance of chemical control, exemplified by Confidor 20% SL (Imidacloprid), in
achieving substantial reductions in pest populations. Additionally, the study highlights the
potential of botanical extracts such as Neem and Tobacco as alternative pest management
options. These findings align with the principles of IPM, emphasizing the importance of
employing multiple strategies to combat insect pests while minimizing environmental
impact and preserving crop health.

5.Disease Diversity and Impact:

Cole crops face a multitude of diseases, including fungal, bacterial, and viral
pathogens, as well as nematodes and abiotic stressors (Williams et al., 2020).

These diseases can cause significant yield losses, reduce marketable quality, and
increase production costs for growers (Birch et al., 2018).

6.Sustainability and Resilience:

IPM contributes to the sustainability and resilience of agricultural systems by

reducing pesticide inputs, minimizing environmental contamination, and preserving
beneficial ecosystem services (Wang et al., 2021).

Sustainable intensification of cole crop production through IPM can enhance food
security, improve rural livelihoods, and promote ecosystem health and biodiversity
conservation (Gurr et al., 2017).

25
 Research Methodology

Face-to-face personal interview with structured questionnaire was the

final methodology adopted for the primary data collection of the study.
The study includes mainly field work Prepared questionnaire was tested
and relevant changes was made before taking final draft. Face to face
personal interview with structured Questionnaire is the final
methodology adopted for the primary data collection of the study. The
face-to-face interview to farmers, dealers and distributers. Many
questions are asked and almost received every answer asked by me.
Secondary data are collected from company officials, internet &
literature, agriculture websites.

26
 Major Questionaries Asked to Farmers During Survey
A. Name of farmer
B. Address, contact
C. Landholding
D. Net sown area (cabbage crop)
E. Educational background
F. What is total Annual Income of family?
G. What are the major insects that affect your cabbage crops?
H. Which Dhanuka products are used by you in cabbage?
I. What is the reason for less use of Dhanuka products? (If less use of Dhanuka)
J. Have you tried any insecticides in the past to control infestation
in your cabbage crops? If yes, which ones have you used?
K. Dosage of insecticides
L. What were the results and effectiveness of the fungicides you have
previously used? (RATING)
M. Who Impact your purchase decision?
N. What type of feature you observed at the time of purchasing insecticides?
O. What are your expectations for Dhanuka product?
P. What is your budget or price range for purchasing insecticides?
Q. How to get information about control insects?

27
Figure 11 Survey Questionnaire for Farmers

28
Major Questionaries Asked to Dealers/ Retailers During Survey
a. INFORMATION OF DEALER
i. Name of dealer
ii. Name of Shop
iii. Village
iv. Tehsil
v. District
vi. Phone no
b. Major molecule uses by farmer (name and company) for
insecticide in different stages and for which particular disease
or insect?
c. Molecule-
i) Name
ii) Content
iii) Brand name
iv) Dosage
v) Use for which
vi) Per acre cost
vii) Per Litre Cost
viii) Crop stage
ix) MRP

d. Price of different molecule.

e. How much business you do.
f. Dhanuka product sell is increase or decrease.
g. If Decrease what is the reason behind it.
h. What you want by Dhanuka side.

29
Figure 12 Survey Questionnaire for Dealers & Retailers

30
 Scope of the study
This study will help to ascertain market potential for the targeted product
and analyze the competitiveness, and help in developing marketing
strategy for cole crops. The project scopes also involve to assess the
problems, awareness and satisfaction level among farmers.

Research Design
After the objectives of the survey were well defined, the descriptive
research design was decided to be taking up. The research was of survey
type and so immense importance was given on the technicalities of
sampling the method of constructing questionnaires, interviewing the
respondents, editing, coding, and tabulation of data and the statistical
techniques to analyze data.

Sample Size

District Village covered Farmers covered Retailers/dealers Total

covered
Betul (Multai 47 178 58 283
Region)

31
 Data Collection Method

Primary Source of Information: -

 Personal interviews of Farmers, Retailers/Distributors/dealers

and Marketing officer.

Secondary Source of Information: -

 Company literature

 Product details from the company brochure

32
 Area of Study

Fig – Image highlighted

Betul (Multai) Region of
Madhya Pradesh

33
 Analysis & Interpretation

ANALYSING FARMERS PERCEPTION REGARDING INSECTICIDES USE

Study work was conducted on 47 villages of Betul District of Multai
Region. During my study reached to 178 farmers and collect information
regarding cultivation practice of Cabbage crop. With collect data
understand their perception or farmers behaviors toward insecticide use in
cabbage crops.

AGE GROUPS OF FARMERS:

Age of Farmers
100
90
80
Number of Farmers

70
60
50
40
30
20
10
0
20-30 30-40 40-50 50-60

During my Survey I met with 38 farmers whose 18 – 30-year-old, 87

farmers whose 30 – 40-year-old, 49 farmers whose 40 – 50-year-old,
and only 4 farmers whose 50–60-year-old.

Inference: - Most of the farmer’s age in between 25 to 45 year and

this age group farmer is decision maker during the crop cultivation.
Therefore, target customer is 20 – 45-year age group farmers who
takes decision regarding use of Fungicide & insecticide.
34
EDUCATIONAL BACKGROUND:

Educational
PRIMARY 8

MIDDLE 38

ILLITERATE 2

HIGH SCHOOL 63

COLLEG 67

0 10 20 30 40 50 60 70 80
Primary
College High school Illiterate Middle school education
Total 67 63 2 38 8

Education background is very important for this study because education

will be creating impact on purchase decision of farmers. According to this
data out of 178 farmers 67 farmers complete College, 63 farmers complete
high school, 38 farmers complete middle School ,8 farmers complete
primary education and only 2 farmer is Illiterate.
Inference: - This data is shows that most of the Farmer is literate. He is early
adopter of new technologies and innovations. Company must be targeting
those farmers who understand new innovations. And marketing strategy
should be created with respect to literate farmers.

35
ANNUAL INCOME OF FARMERS

Total annual

120
No of Farmers

100
80
60
40
20
0
a. <1 lacs b. 1-3 lacs c. 3-5 lacs d. > 5 lacs
Total 1 11 54 112

Total Annual Income influence the Purchasing Power & risk bearing
ability. According to this data out of 178 farmers, 11 farmers annual
income is 1 – 3 lakh, 54 farmers Annual income is 3 – 5 lakh and 112
farmers annual income is more than 5 lakhs.
Inference: - In this region most of the cabbage grower farmer’s income
is more than 5 lakhs. Therefore, risk bearing ability & purchasing power
is more. Because of they want to gain more profit through cabbage crop
they invest more money in Crop protection.

36
LANDHOLDINGS OF FARMERS

Categories Area of lands holding Number of Farmers

Small <2.5 acre 65
Marginal 2.5-10 acre 58
Medium 10-25 acre 18
Large >25 acre 17

Landholdings of farmers is categories in 4 group; Marginal farmer

(<2.5 acre), semi medium Farmer (2.5 – 10acre), medium farmer (10 –
25Acre), Large farmer (>25 acre). In this Study 2% (3) farmers are
Marginal, 35% (62) farmers are semi medium, 45% (80) farmers are
medium, and 18% (35) farmers are large farmers.
Inference:- In this study most of the farmers belongs to medium
farmers category who having 10 to 25 acre landholdings. these farmers
are our target customer. Company must be provide their value to this
customer.

37
NET CABBAGE CULTIVATED LAND

16
14 131413
14 1314
12
12
10 9 9
8
6 6 6 6 6
4 4 44 5
2 3 3 3
1 2 2 1
0 0000 1 11 111 1 1 1
00 0 0 0000000 0 000 0 0 00000 00 0
11

Semi- medium farmer

Large farmer (>10ha) Marginal farmer Medium farmer (4
(2ha- 4 ha) (2.5 - 10
(>25 acre) (<1ha) (<2.5 ha- 10 ha) (10 - 25
acre)
acre) acre)

.3.5 Acre 0 0 1 0
1 Acre 0 2 1 13
1.25 Acre 0 0 0 1
1.5 Acre 0 0 1 14
10 Acre 6 0 1 0
11 Acre 1 0 1 0
12 Acre 4 0 0 0
14 Acre 1 0 0 0
15 Acre 1 0 0 0
2 Acre 0 1 13 12
2.5 Acre 0 0 6 5
3 Acre 2 0 14 9
3.5 Acre 0 0 3 1
4 Acre 1 0 13 6
5 Acre 6 0 14 0
6 Acre 4 0 9 0
7 Acre 4 0 0 1
8 Acre 3 0 3 0

These data table & Chart shows that net chili cultivated area by different category
farmers. In this table shows that in each category how many farmers cultivate
cabbage in how much area. In my study I observed that most of the farmers reduce
their Cabbage cultivate area. About 20 – 25 % area decrease in cabbage crop.
Main cause of decrease in cabbage area are attack of Diamond backmoth less
availability of labours.
Inference :- According to study most of the farmers decrease their area of cabbage
and increase area of soyabean. They replace cabbage crop area with soyabean
crop. Therefore, company should be increasing focus on soyabean crop and also
encourage farmers to cultivate cabbage crop with provide solution of Diamond
backmoth.
Company should be increase marketing of “LANEVO” Insecticide and Established

38
with flagship product of Dhanuka for effective Solution of Diamond backmoth
whitefly in cabbage crop.

COST OF CULTIVATION OF CABBAGE

Count of cost of production per acre

Percentage of farmers Total cost
72% 40000-60000
18% 40000-55000
9% 50000-70000
1% 60000-80000

Cost of production of Cabbage include Seed, fertilizer, Insecticide, fungicide,

labour , harvesting etc. According to this study 1% farmers spend 60 thousands
to 80 thousands per acre, 9% of farmers spend 50 thousands to 70 thousands per
acre, 18% of farmers spend 40 thousands to 55 thousands per acre, 72% farmers
spend 40 thousands to 60 thousands per acre in chili cultivation.
Inference:- According to my study most of the farmer spend 40,000/- to 60,000/-
rupee in cultivation of chili crop. In this area farmers spend more money in
cabbage crop and spend more money on crop protection. This region is more
potential for Agri input industry.
39
 MAJOR INSECTS’ INFESTATION

Major Infestation of cabbage crops

200
180
160
No. of farmers response

140
120
100
80
60
40
20
0
Diamond White fly Cabbage Cabbage leaf Cabbage Tobacco Cabbage
backmoth head borer borer Aphids Caterpillar Butterfly

In this region major insects are

Diamond backmoth, White fly,
Tobacco caterpillar. Among this
insects Diamond backmoth are
major concerned insect for cabbage
growers. And last year Diamond
backmoth infestation in more in this
region.

Inference: - According to this study farmers wants solution above

mentioned insects. Company should be focused on broad spectrum
Insecticides. Among these insects they mainly concerned for Diamond
backmoth & White fly. “Mortar” and “Decide” are more popular
insecticides in this region. Company should promote more use of
insecticides in this region. “Lanevo” can hold better market in this
region as per their concerned insects.

40
 MOST USE DHANUKA PRODUCT IN CABBAGE

Dhanuka Product
100
90
80
70
60
50
40
30
20
10
0

This study is mainly about cabbage crop. According to this data

92(54.7%) farmers use Mortar insecticides, 84(50%) farmers use conika
fungicides in this region. They are well known about these products and
satisfy with these products. Conika is more popular fungicide in this
region & in insecticides Mortar is more popular.
Inference: - In this region most of the farmers use wide spectrum
fungicide & insecticide and they all are very known to conika and
Mortar. But there are so many competitors for fungicide & insecticide
in this area. They are use conika after 30 – 35 days. They don’t know
about this also can be used in nursery. Company should be aware about
their use in different crop stages. Mortar is very popular insecticide so
company can promote Lanevo insecticides in this potential cabbage
belt.

41
 FACTOR IMPACT TO PURCHASE DECISION ON FARMERS

There are many factors that impact on purchase decision of farmers. There some
factor like price, brand, past experience, retailer, company representative, fellow
farmers. According to this study above all factors affect farmer’s purchase
decision.
Inference :- There some factor that impact farmer’s purchase decision ;
 Price :- price is the most common factor which influence
farmer’s purchase decision making. In this region 74 (41.3%)
farmers influenced with price. I observed that most of the
farmers spend more money for crop protection.
 Brand:- According to study 146 (81.6%) farmers
looking for good brands at the time of purchasing.
They believe that the brand provides good results on
their crop.
 Past Experience:- Past experience impacts farmer’s
purchase decisions because if results are good so they have
trust in that product.
 Retailers:- Retailers are the most influential factor at the time
of purchase decision. Even in the presence of company
representatives, farmers seek retailers’ suggestions for making
decisions.
 Company representative:- In this study, I understand that
farmers want suggestions from the company’s representative.
That is why field visit is very important for Dhanuka
representatives. It creates trust & relationship between
farmers and the company.
 Fellow farmers:- In this region, certain communities Play an
important role in purchase decisions. Mouth-to-mouth
marketing is done here. All the village is connected with each
other and every village has some farmers that influence other
farmers to make their purchase decision.
42
 FEATURES OBSERVED AT THE TIME OF PURCHASING

features observed at the time of purchasing?

129
140
120
100
80
60 39
40 5 3
1 1
20

0
Brand Effectiven Effectiven Low cost, Low cost, Low cost,
ess, Brand ess, Effectiven Effectiven Effectiven
Brand, ess ess, Brand ess,
Other Brand,
Applicati
o
n
Total 1 39 1 5 129 3

Features that observed by farmers at the time of purchasing are low cost,
effectiveness, brand etc. According to this data 129 farmers rely on Low cost ,
Brand , and effectiveness.
Inference: - Most of the farmers looking for brand, effectiveness & low cost
product. Company should be providing these features for provide better brand
experience.

43
 MAINLY USED INSECTICIDES BY FARMERS
No of
Products farmers
Exponus - BASF 173
Brofreya - PI 132
Godrej - Gracia 156
Coragen - FMC 162
Solomon- Bayer 110 No of farmers
200
Delegate- Corteva 159
Delfin- Bharat Certis 92 150
Ampligo- Sygenta 113
100
Missile- Crystal 124
Jupitar-Agrosis 85 50

Delegate -…
Delegate-…
Solomon-…

Delfin-…
Exponus -…

Regent SC-…
EM-1-…

Tracer-…
Ampligo-…

Barazide-…
EM-1- Dhanuka Brofreya - PI
Godrej - Gracia
121

Mortar-…
Missile- Crystal

Marshall- FMC
Coragen - FMC

Karate-…
Jupitar-Agrosis
0
Regent SC- Bayer 130
Marshall- FMC 168
Delegate - corteva 170
Karate- Syngenta 169
Mortar-Dhanuka 138
Barazide- Adama 160
Tracer- Corteva 122

In this region farmer’s main concern regarding cabbage crop is protect their crop from
Insect attack. Diamond backmoth, White fly, Tobacco caterpillar, Mites and thrips are main
insect which damage cabbage crop in this region. Among these Diamond backmoth and
whitefly is the main concerned pests. Farmers tend to prevent their crops from Diamond
backmoth and white fly attack. Thrips, mites, and whitefly are vectors of the leaf curl virus.
For Overcome the infestation of this insect farmers use many insecticides. In this Table &
graph, I found major use of insecticide by farmers to protect their crops from insect attack.

Inference:-. To overcome this disease and prevent their crop from insect attacks
farmers frequently use more insecticides. In this region, after 10 – 15 days farmers
used to spray insecticide on their crops. There are many Insecticides available in
the market. Among them, the most popular insecticide is present in this table. In
insecticide main competitor are BASF, Corteva, Syngenta, Bayer, PI, FMC,
Crystal, Bharat Certis, etc. The company should Promote “Mortar” more and
more. As per the infestation in this region the newly launched “Lanevo” will be
the flagship product in this region.

44
 ANALYSING MARKET WITH THE HELP OF RETAILERS AND
DEALERS
During this study I used to Connect with dealers/retailers/distributors and
understand the market of cabbage crop. In this study I connect with 58 retailers
and getting knowledge about market behavior, farmers perception at the time of
purchasing. According the study outcomes are here:

MAJOR SELLING PRODUCTS OF DHANUKA IN CABBAGE CROP

Dhanuka Product Name Number of Retailer/ Dealer Response

Conika 24
Mortar 14
EM-1 10
Zanet 3
Dhanuka M-45 2
Dhan-Preet 3
Dhanzyme Gold 2

In my study I reached almost 58 retailers/dealers and understand Dhanuka market

penetration. According to the study most of the retailers sell Conika. almost 42%
sell Conika, 24% Mortar, 17% EM-1, 5% Zanet, 3.4% Dhanzyme Gold. Conika
is most selling fungicide in Multai region of Madhya Pradesh.

45
Inference :- Conika is the most selling fungicide in this region. Other than
Conika, Mortar and EM-1 no other product is popular in this region in cabbage
crop. In insecticide Dhanuka products presence is favourable. And Zanet, is not
popular in this region. Company must be Increase marketing practices for
“Lanevo”. And establish this product as flagship product for insecticide.

DEMAND OF DHANUKA PRODUCT

Demand of Dhanuka Product Retailers Response
Constant 65%
Decrease 28%
Favorable 7%

Above data shows that demand of dhanuka products are constant.

According to this data 65% reatailers seems dhanuka products demand is
constant. And 28% retailers seems dhanuka products demand is decrease.
Inference :- In this study I observed that Dhanuka products demand is
constant or decrease because of Company representation on retailer
level is decrease. Most of the retailers says that “dhanuka employees
reprentation is not well as before they did”. Company should strong
their retailer base on local basis and connect with them very regular
basis.

46
WHAT FACTOR IMPACT ON PURCHASE DECISION ON FARMERS

These data shows that according to retailers/dealers what factor impact on

purchase decision of farmers and through this data we understand farmers
purchase behavior and understand when farmers purchase any fungicide or
insecticide what feature he/she observed at the time of purchasing.
According to this data most of the farmers tend to effectiveness, price and
brand.
Inference:- This study shows that farmers tend to effectiveness, brand
and price at the time of purchasing.
o Effectiveness: - Major portion of the farmers
looking for getting good results by the fungicides &
Insecticides. So, company should be showing the
result to the farmers for satisfy their need.
o Brand:- Brand image and brand experience is strong
factor which influence farmers decisions. Company
should be align all consumer experience journey with
brand and provide better experience and value.
o Price:- Price is most common factor seek to
farmers at the time of purchasing. According to
me price is not reduces business if we provide
great result, better experience and value to the
farmers.

47
MOST SELLING INSECTICIDES IN CABBAGE CROPS
Products No of Retailers
Exponus - BASF 58
Brofreya - PI 56
Godrej - Gracia 50
Coragen - FMC 55
Solomon- Bayer 45
Delegate- Corteva 52
Delfin- Bharat Certis 40
Ampligo- Sygenta 48
Missile- Crystal 43
Jupitar-Agrosis 39
EM-1- Dhanuka 48
Regent SC- Bayer 54
Marshall- FMC 57
Delegate - corteva 54
Karate- Syngenta 49
Mortar-Dhanuka 47
Barazide- Adama 47
Tracer- Corteva 41

48
 BUSINESS DID BY DEALER/ RETAILERS

Total Yearly Business No of Retailers/ Dealer Response

50 lakh- 1 crores 31
1 crore -5 crores 15
5 crore- 10 crores 2

These data show the business of different retailers & dealers in this
area. Out of 58 retailers & dealers, 31(54%) did business in between 50
lakhs to 1 crore, 15(26%) of them did 1 crore to 5 crore business,2(4%)
did 5 crores to 10 crore business.
Inference: - According to this data I found that Multai region having
good Market potential. Retailers & dealers are doing good business in
agri input segment specially in cabbage crop. In cabbage crop
demand of Fungicides & Insecticides are more than other crop.

49
 BUSINESS OF DHANUKA HAVE DONE BY RETAILERS/ DEALERS

Total Business Through Dhanuka Company Number of Dealers/ Retailers Response

5 lakhs -10 lakhs 32
10 lakhs - 20 lakhs 18
20 lakhs - 50 lakhs 7
1 crores- 2 crores 1

This data shows that out of 58 retailers, 55.2% retailers did below 5
lakhs – 10 business, 31 % retailers did 10 lakh to 20 lakh business,
12.1% retailers did 20- 50 lakhs business and 1.7% retailers did 1 crores
– 2 crores business.
Inference: - According to this study I inferred that most of the retailers
did business in between 5 lakhs to 10 lakhs. Its favorable business
because market potential of Betul district of Multai region is about 250-
300 crores. In this potential market Dhanuka penetration is favorable. To
improve business Company’s employee should be establish strong
relationship with retailers.

50
BUSINESS OF DIFFERENT COMPETITORS IN MULTAI REGION

During this study I observed Agri input market, strategy of competitors,

spend time with retailers & dealers and understand their perception on
fungicides & insecticides. In Multai region almost 50+ companies doing
their business. In these companies most of the companies doing their
business on major company’s products. It provides same molecules in
same percentage of ingredient as any establish products. And farmers
know that products with name of branded products. But those companies
not provide quality products. They provide heavy margin on their
products to retailers so that retailers tends to sell that products to get
more profit. Some of the companies have not doing their business
through distributor they do direct selling business and provide heavy
margin.
Apart from that there are some major competitor companies that doing
business in this region and establish their products very well :-

 Syngenta
 Bayer
 UPL
 BASF
 FMC
 Corteva
 PI
 Biostadt
 IIL
 Krishi Rasayan
 Crystal
 Sumitomo
 JU Agriscience
 Willowood
 SWAL
 ADAMA

51
 MAJOR TRADES IN MULTAI
In Multai so many retailers and dealers are doing their business. But
among them few traders are dominant position in Multai. They control
whole agri input market of Multai. Some of them possessing only
Distributorship and some having distributorship as well as retailer
business. There are some trader’s names as below: -

 Amol Traders

 Khandelwal Krishi Seva Kendra

 Pathak Krishi Seva Kendra

 Sri ram Beej Bhandar

 Atul Krishi Seva Kendra

 Raghunath Traders

 Malvi Krishi Seva Kendra

 Tapti Agro Clinic

 Kale Krishi Seva Kendra

 Adarsh Krishi Seva Kendra

 Maha Laxmi Krishi Seva Kendra

52
 MARKET POTENTIAL WITH BUSINESS OF COMPETITORS IN
MULTAI REGION

Multai is more potential market in Agri input. In this region farmers

spend more money to protect their cabbage crops. Cabbage grower
farmers reduce their area of cabbage cultivation around 20% to 25%.
So, this year will be hard for the agri input sector. Because of the
traders rely on cabbage crop because in cabbage crop per acre cost is
around 40,000 to 60,000 rupees in one season.

Market potential of Multai Region of Betul District: - 250crore – 300crore

TOP SHARE HOLDERS COMPANY

S.no. Company Business

1 BASF 30 - 35 crores

2 Syngenta 23 crores

3 Bayer 22 crores

4 FMC 16 crores

5 Adama 12 crores

6 Corteva 9 crores

7 Dhanuka 7 crores

53
 COMPETITOR’S STRATEGY

1. Niche marketing: - All the local brands are not operating in all
the markets in a district but they have selected only a few
markets and
pumping their resources in those particular market. That is the
reason why these brands are present only in some markets.
Moreover, they have prepared a network of loyal dealers through
schemes and heavy margins and through them doing their
business.

2. Direct marketing: -The local companies are directly approaching

dealers and retailers in different markets and convincing them to
sell their brands. Most of local companies don’t have any
distributor in their supply chain, which is allowing them to fix
heavy margins for these dealer

3. Dumping: - Local brands are dumping their products in dealers’

shops and receiving their money after the season or as per
dealers’ convinience. The representative of the company is in
regular touch with the concerned dealer and monitoring the sales.

4. Promotional activities:-The promotional activities include field

level demonstrations and meetings by different companies. Apart
from that they promote their product through nukkad natak. most
of the companies are done their promotions through dealer and
retailer level like schemes, offers, gifts, target discount and
turnover discounts.

5. Margins:- Local brands are able to give heavy margins to their

dealers because of small scale of operation. The margins are not
constant on any product and it varies from market to market and
even in the same market also, based upon the demand for
fungicide & insecticides, fungicide & insecticide usage level of
farmers and intensity of competition among dealers operating in

54
same market.

55
UPL company
promote their
product “ULALA’
through Nukkad
natak

Figure 13 UPL Company Product Promotion Strategy

56
 SWOT ANALYSIS OF DHANUKA PRODUCTS

1. Better quality of product

2. Farmers know about company
3. Larger product range
STRENGTH 4. “Conika” is established product in fungicide

1. Insufficient field work

2. Promotion material not reaching to retailers
3. Less number of field staff
4. Poor communication upto retailer level
5. Comparatively less margin
WEAKNESS 6. Farmers are dependent on retailers &
many times retailers sell low grade product

1. Ensure loyal dealer network through scheme

2. More potential market for cabbage
fungicide & insecticide
3. Getting closer to the farmers through
farmer level activity
OPPORTUNITY 4. Promote “LANEVO” as a flagship product
5. Farmers inclined to use new technical.

1. Credit oriented market

2. Regular entry of new Products
3. Local companies provide heavy margin to
retailers

THREAT

57
 SUGGESTIONS TO GROW BUSINESS

Suggestion to grow the business in Multai region have been suggested under following
heading :-

PRODUCT: -
1. Simple Product literature
2. Conika is well established product in fungicide but in
insecticide except “Mortar” no any Dhanuka product
perform up to the mark. Promote “LANEVO” can be
established as best performing products as this Multai region
it is mainly of cabbage belts.

PRICE: -
1. Increase the margin slightly as it could be useful
to motivate dealers to promote Dhanuka fungicide
& Insecticide
2. Special price for high volume purchases
3. Reduce cost

PROMOTION
a) Sales promotion: -
 Introduce Schemes like discount and material gifts like TV,
AC, refrigerator etc on bulk volume. Even sprayers are
very good gifts as it will directly help them into their
business
 Scratch coupons with consolation prizes
 Festival gifts for dealers on Holi, Diwali like wall clock, pensets,
water cane etc
 Joint promotion at farmer level
 Incentives on meeting targets like; tour and trip with
an option to convert it into money.
 Regular visits to retailers.

b) Consumer promotion: -
 After sale services in relation to extension through DD
 Regular keep in touch with farmers and go to field of
farmers to provide suggestions time to time.
 Method and result demonstration
58
 ADVERTISEMENT: -

 Rickshaw campaigns along with distribution of product literature

 Postering in banks, Retailers shop, kirana shop, School etc.
 Wall paintings, hoardings where more possibility of traffic jam
like traffic signals.
 Sponsoring Rural sports, folks fare
 DD go to two village per day and do stall marketing like
big Umbrella with dhanuka products image and behind it
he distributes literature.
 To every DD Provide demo package of products
 Use digital marketing (SEO, Social media marketing)
for promote dhanuka produts to target costumers
 Collaborate with Local Social media influencer to promote
Dhanuka products.

PLACE: -

 In Betul District of Multai region this one of the largest belt of

cabbage cultivation here farmers grow cabbage in commercial scale. Company
should increase their promotional activities in Multai Region.

 Take list of farmers & villages from retailers & distributors and cover
all the strategically area.

PEOPLE: -
 Increase the number of field staff and allocate them area
to cover that include market as well as village where
presence of Dhanuka products is low.
 Company should target 25 – 45-year-old age group
farmers. Because they are main decision maker at the time
of purchasing.
 In this age group most of the farmers use social
media. Dhanuka should launch social media
campaign.

59
IMPACT OF RETAILERS ON PRODUCT PURCHASE DECISION
OBSERVED THROUGH RETAILERS VISIT: -

 The link between farmers and companies is mainly

through distributors and retailers.
 Retailers play an important role to provide farmers with
technical information and merchandise materials of new
products.
 About 75-80% (observed through retailer visits) of farmers
use retailers as a source of information about fungicides &
insecticides and they are the most influential factor for
product purchase decision after.
 Even in the presence of company representatives, while
purchasing the fungicide or insecticides, farmers seek
for retailers’ decision.

Figure 14 Retailers Meet

60
 LEARNINGS
 Communication skill is one of the most important skills which is
required for survey work. This two-month internship program
has taught me how to communicate with different types of
farmers and dealers in different situations.
 One important lesson that I have learn is that Patience is the
Key, there are times when I faced some issues with farmers
during the survey but how to deal with the situation is one key
learning that will help me to grow and be successful in my
career.
 Basic idea regarding problems faced by farmers in
Cabbage crop cultivation.
 Knowledge regarding market competitors of Cabbage fungicide
& Insecticide products.
 As a future Agri-business Professional, I was also able to see
the problems and opportunity of both input and farming sectors
able to know about the ground level scenario of the industries.
 I was also able to learn - what are the Key factors a Farmer
see while purchasing a product in the input sector.
 I have also able to learn how competitive the market is and why
field promotions are necessary each and every year and what
are the key techniques that are needed to maintain & retain a
products customer base.
 Able to grab the experience about the corporate culture and to
work as a team to achieve our decided goals in a given time
period.

61
 CONCLUSION

This internship has given me an insight on farmers decision

making behavior while growing cabbage crop. Along with that
I was also able to study the market and understand the trading
system better.

Retailers play a huge role on farmers purchase decision they

provide solution of their problems. To improve business Dhanuka
should build strong relationship with retailers.

Field visits are necessary for engage with farmers and “strong
relation built strong business”. But trust with provide better
experience to farmers & retailers.

Pricing is not major issue if product will be effective then it

sell more than other products. “products not sell on price it
sell on value”

From the findings of my survey I can conclude that Multai is

more potential market for Cabbage fungicides & insecticide
and Dhanuka have more potential to grow their business on
this market with little more focus on built relation with
Farmers and retailers. it’s fungicide & insecticide market will
have even greater scopes.

62
 ACTIVITIES DURING INTERNSHIP

Figure 15 Various Activities During Internship Period

During the project get into touch with farmers

and understand the basic need of farmers. And
experienced field practical knowledge.

63
 GLIMPSES OF LANEVO LAUNCHING EVENT

Figure 16 Lanevo Insecticides Launching Event at Betul, MP

In Betul District of Madhya Pradesh, the powerful insecticide 'Lanevo' was launched, with many
higher officials of Dhanuka Agritech Ltd. present at this auspicious event. Retailers from Betul
district were invited that day to provide insights about this product. As an intern, I also had the
opportunity to attend this event.

64
 Reference

 Cole Crops Disease Management Approaches Practiced by Farmers and its Impact
on their Health: A Case Study of Nala, Kavre District of Nepal.
 Nematode Management in Organic Agriculture: ENY058/NG047, 12/2022
 Mandal, S. K., Surendra Prasad, and Manoj Kumar. 2023. “Efficacy of Bio-
Pesticides and Newer Insecticides Against Major Insect Pests of Cauliflower”.
International Journal of Environment and Climate Change 13 (3):186-94.
https://doi.org/10.9734/ijecc/2023/v13i31696.
 Williams, C. M., Black, B. L., Dainello, F. J., Duthie, J. A., and VanEtten, H.
D. (2020). "Disease Management in Cole Crops: A Comprehensive Review."
Plant Disease, 104(12), 2992-3013.

65
SIP report
ORIGINALITY REPORT

9
SIMILARITY
% 7%
INTERNET SOURCES
1%
PUBLICATIONS
2%
STUDENT PAPERS
INDEX

PRIMARY SOURCES

1
en.wikipedia.org
Internet Source 1%
2
Submitted to Imperial School of Agri Business
Student Paper 2%
3
www.ficcicascade.in
Internet Source 1%
4
docplayer.net
Internet Source 1%
5
www.researchtrend.net
Internet Source 1%
6
pt.slideshare.net
Internet Source 1%
7
www.slideshare.net
Internet Source 1%
8
sanjokpoudel.files.wordpress.com
Internet Source 1%