Rural Marketing Project

Trip to Asodha Village

Submitted By:
Abhay Singh (09609172)
Aditya Singh (0969041)
Anuj Kapoor (09609155)
Sachin Malviya (0969023)
Vishal Singh (09609067)
Md. Fahad (09609063)
Richa Sharma (09609144)
GENERAL INFORMATION

VILLAGE ASODHA

SUB-DISTRICT HAPUR

DISTRICT GHAZIABAD

STATE UTTAR PRADESH

ASODHA
AREA OF VILLAGE(IN HECTARES) 930

TOTAL POPULATION 12376

MALES 6553

FEMALES 5823

SCHEDULE CASTE POPULATION 2775

NO. OF HOUSE-HOLDS 1710

AVERAGE HOUSE-HOLD INCOME 27,485

(P.A)

SEX RATIO 889

Source: 2001 Census Report

ASODHA : INFRASTRUCTURE
No. Of primary school 3
No. Of middle school 2
College available within range 5-10 km
No. Of other educational schools 2
Allopathic hospitals within range 5-10 km
Maternity and child welfare centre 5-10 km
available within range

Number of primary health sub centre 1

Number of registered private medical 4
practiotioners

Number of community health workers 1

Source: 2001 Census Report

INFRASTRUCTURE CONTINUED
Number of post office 1
Number of telephone connections 10
Bus services available within range 5-10 km
Railway service available within range 5-10 km
Navigable water way available within 5-10 km
range
number of commercial bank 2
Co-operative bank available within 5-10 km
range
Tube-well (with electricity) 720
Tube-well (without electricity) 200

Source: 2001 Census Report

HAPUR
 Hapur is said to have been founded in the 10th century.
 The city was originally named ‘Haripur’.
 Hapur is very well known for its contribution in freedom struggle.
 There is a fare organised every year in remembrance of the martyr of
freedom struggle locally known as Shaheed mela.
 Hapur is located at 28.72°N 77.78°E.
 PIN (Postal Index Number) of Hapur is 245101.
 The Telephone code is 0122.
 As of 2001 India census, Hapur had a population of 3,01,987.
 Males constitute 53% of the population and females 47%.
 Hapur has an average literacy rate of 58%, lower than the national
average of 59.5%.
AGRI-BUSINESS
 Agriculture is the main-stay of the village economy. About 70 per
cent of the residents are involved in agri-business.

 Cash Crops : Wheat, Rice, Sugar Cane, Potato.

 The nearest “mandi” for selling of the cash crops is located at Hapur.

 The seed growers procure the seeds from UP Seed Corporation but
the majority of the farmers obtain the seeds from NSC( National Seed
Corporation) , Tarai Development Corporation and Beej Bhandars.
CO-OPERATIVE SOCIETIES
 Co-operative societies are the main institutional agency in the country
handling fertilisers. These societies are the backbone of the
Cooperative marketing system.
 These village level cooperative societies are generally called Primary
Agricultural Credit Societies (PACS).
 The numbers of Co-operative societies are normally from 12-15 per
block and the stake in these societies are 51% of government and
49% of farmers.
 The cooperative structure differs from state to state and societies at
different levels (district/taluka/village) perform different functions in
different states.
 In U.P. , the State Federation is also doing warehousing as well as
transportation job both for IFFCO and KRIBHCO.
 CROPS INFORMATION
CASH CROP SEED USED PER PRODUCTION FERTILIZERS
ACRE PER ACRE USED PER ACRE
Rice 12-15 Kg. 20-25 Quintal 60 Kg. Nitrogen,30
Kg. Potash, 30 Kg.
Phosphate.
Wheat 40 Kg. 20-25 Quintal 60 Kg. Nitrogen,30
Kg. Potash, 30 Kg.
Phosphate.

Potato 8-10 Quintal 80-125 Quintal 75 Kg. Nitrogen,35

Kg. Potash, 35 Kg.
Phosphate.

Sugar cane 18-22 Quintal 300-350 Quintal 75 Kg. Nitrogen,35

Kg. Potash, 35 Kg.
Phosphate.
DISTRIBUTION CHANNEL
(Fertilizers)
 Supplies of fertilisers are made to the village level societies directly by the
manufacturers. Manufacturer
(IFFCO, NFL,
KRIBHCO, GSFC,
GNFC)

State Coop. Mktg.

Farmers Federation

Distt./ Taluka Coop.

Mktg. Soc.

Retail Outlets (Farmers

Service Centres)
Issues in Distribution
Network
 Places where state level federations act as wholesalers, the
manufacturer has to deal with only one agency. Consequently, the job
of sales planning, movement and stocks planning, realisation of sales
proceeds etc. becomes very easy.

 In places where manufacturer deals with the lower tier cooperatives

directly, the volume of work increases many fold and it becomes
much more complex. The material has to be released to individual
societies and the sales proceeds realisation has also to be done at that
level only. This requires deployment of larger field force.
Decentralised release system leads to establishing larger number of
warehouses and correspondingly larger inventory. This all increases
the operating cost.