IFFCO – A Study on Fertilizer

Cooperative Model Inception &

Current Progress
Rural Marketing & Management Project
(Trimester – III)
Group B7
 Cooperative societies mission is to
improve the economic well-being of
farmers and by providing quality
supplies and services to its members at
the lowest possible cost

Main fields of co-operative:

• Agricultural supply co-operative
• Agricultural marketing co-operative

How/Why being a
part of IFFCO
How to be part of IFFCO
cooperative society
Working of IFFCO cooperative society Who can become the beneficial
cooperative society member of IFFCO
Cooperative society

COOPERATIVE SOCIETY Your Logo or Name Here 2

 THE JOURNEY STARTED IN 1967

IFFCO was formed at the initiative of

Cooperative league of USA (CLUSA) now
1967 FY 2020 known as NOCBA; and efforts of
Membership
Profit Government of India
₹1,005 crore
57 cooperatives
Turnover up 6% at
₹29,412 crore

Membership
38155
• Indian Farmers Fertilizer Cooperative Limited, also known as IFFCO
is a Multi-state cooperative society engaged in the business of
manufacturing and marketing of fertilizers headquartered in New Delhi,

ABOUT IFFCO
India .
• Started in 1967 with 57 member cooperatives it is today the biggest co-op
in the world by turnover on GDP per capita with around 35,000 member
cooperatives reaching over 50 million Indian farmers & diversified business
interests ranging from General Insurance to Rural Telecom apart from our core
business of manufacturing and selling fertilizers.
Indian Farmers Fertilizer Cooperative
• With around 19% market share in Urea and around 29% market share in
Limited (IFFCO) is one of India's biggest
complex fertilizers (P2O5 terms) IFFCO is India's largest fertilizer
cooperative society which is wholly owned manufacturer.
by Indian Cooperatives.
• The cooperative was ranked 66th on the Fortune India 500 list of India's
A leading fertilizer multi-state cooperative biggest corporations as of 2017 with a net worth of $2.3 billion as of
body under the Ministry of Chemicals and March 2018
Fertilizers. Your Logo or Name Here 3
 OBJECTIVES

The objective was that the needs of farmers, such as

fertilizers, should be met through co-operatives.

To augment the incremental incomes of farmers by helping them to:

• Increase their crop productivity through the balanced use of energy efficient fertilisers.
• Maintain the environmental health.
• To make cooperative societies economically and democratically strong for
professionalised services to the farming community to ensure an empowered rural India.

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 VISION AND MISSION
Enabling Indian farmers to prosper, today and in future
VISION
MISSION
To augment the incremental incomes of farmers by
helping them to increase their crop productivity IFFCO's mission is "to enable
through the balanced use of energy efficient Indian farmers to prosper
fertilisers; maintain the environmental health; and through timely supply of
to make cooperative societies economically and reliable, high quality
democratically strong for professionalized services agricultural inputs and
to the farming community to ensure an empowered services in an
environmentally sustainable
rural India.
manner and to undertake
other activities to improve
their welfare".
VISION OF 2020
IFFCO's new Corporate Plan titled 'Vision-2020" will
be guided by the following objects:
• Achieving specific targets for Energy Saving through
modernization of existing plants.
• Manufacture of new Fertiliser products, setting up Agro-
processing Units and Agro-Chemicals Projects.
• Diversification in e-Commerce and promoting Venture Capital
Projects.
• Setting up Fertiliser projects overseas through
strategic Alliances.
• Set up a Credit Rating Agency for cooperative
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Societies. 
 COOPERATIVE FUNCTIONING
IFFCO has a very unique strength, which is our cooperative structure and national presence, reaching the most
remote rural areas across the country.

Cooperatives are the Marketers: - 

• Marketing through the cooperative network only
• Provides Transportation Support to carry fertilizers in interior area.
• Network of warehouses including Cooperatives are preferred.
• Financial Support to Weak Member Cooperatives.

Cooperatives are the Consumers: -

• Educates Farmers on innovative farming techniques.
• Undertake "balanced fertilization programme" through extension, education based on various field programs.
• Ensuring timely availability of fertilizers to the farmers at the doorsteps in the remotest area.
• Direct sale also through own outlets - Farmers Service Centers.
• Education & Training.
• Community Development Support.
• Environment Protection & Energy Conservation.

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 PRODUCTS AND SERVICES

• Bio-fertilizers
• Water soluble fertilizers
• Specialty fertilizers
• Growth promoters
• Bio-protection products
• Gardening products
• Herbicides
• Insecticides
• Fungicides
• Seeds
• Agri implements
• Food and nutrition

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 MARKETING CHANNEL

IFFCO has very vast marketing chain.

Operated by Marketing division of IFFCO head office.
Marketing Activity done by:

• Co-Operative societies:
IFFCO distributes its fertilizer material through more than
37,5000 cooperative societies.

• Traditional channel:
• IFFCO's Marketing activities are coordinated through
five Zonal Offices.
• Each zonal office oversees the activities of State
Offices.
• State Offices coordinate the various activities of the
Area Offices.
• Area Offices conduct IFFCO's marketing operations in
few districts through field officers
• 450 field officers undertake distribution of
fertilizers and various other promotional Your Logo or Name Here 8
activities
 MARKETING CHANNEL (Continue…)

Marketing channel in India for fertilizers can broadly be classified

into three categories:
• Institutional Agencies
• Private Trade 
• Company owned outlets 
As a matter of Policy, IFFCO is channelizing its products through the
cooperative channels.

• State level Apex Cooperative Marketing Federation Acts as wholesaler

• Direct supplies to Societies in some States
• IFFCO-NCDC Cooperative Societies
• Small quantities to institutional agencies like Agro Industries
Corporation et
• 158 IFFCO Farmers Service Centers
• During 2020, total 132.46 lakh MT of total fertilizer material from
plants and ports. In this year ,about 90% of fertilizer was dispatched by
rail,,9% by road,and 1% by Sea. Your Logo or Name Here 9
CHANNEL WISE DISTRIBUTION OF IFFCO FERTILIZERS

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 PROMOTIONAL AND PUBLICITY ACTIVITIES
Fertilizer promotion is one of the important in fertilizer marketing. The objective is to create awareness about fertilizers and provide
technical information on improved agriculture practices and fertilizers use so as to increase productivity and fertilizer use efficiency.
Mass media approach is followed in fertilizer promotion .
• Air, Doordarshan, and Press:
Effective and powerful medium of communication and the message is conveyed even in remote and inaccessible areas in a short
time.

• Fairs and exhibitions:

Fairs and exhibitions are organized at local and national level to appraise the farmers about achievements in agriculture
development through audio-visual aids.

• Technical Literature:
leaflets, pamphlets etc. which give brief account on crop production technology.

• Hoardings and Roadside Sign Boards:

The front walls of village cooperative societies and panchayat bhavans have been painted with slogans promoting balanced and
efficient fertilizer use.
Crop Films:
• IFFCO has developed 8 crop film depicting the package of practices for the benefits of the farmers. These films
Your Logo areHere
or Name 15 11
minutes duration each
 FIELD CAMPAIGN
• Balanced fertilizer use was promoted initially by giving
incentive to cooperatives @ Rs.20 per mt.
• Mobile soil testing vans

Social and community development programs are organized for

providing relief to the farmers and cooperatives based on
specific needs

• Installing hand pumps,

• Tube-wells and storage tanks,
• Eye camps,
• Assistance to school/school children,
• Worked at the time of natural calamities like earthquake,
• Flood and drought

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 INITIATIVES/CAMPAIGNS BY IFFCO

National Commodity
IFFCO Tokio General Indian Potash & Derivatives Kisan Rural Finance
Insurance Company Limited Exchange Limited Limited
Limited

IFFCO Kisan IFFCO e-bazaar

Sanchar Limited AQUAGRI CN IFFCO Pvt. Ltd.
PROCESSING PVT.
LTD.

IFFCO Kisan SEZ IFFCO KISAN SIKKIM

Your Logo IFFCO
or Name Here
Limited LOGISTICS IFFCO iMandi ORGANICS LTD
 .

Cooperative Rural Development Trust (CORDET):

Practical “Training Centres” to provide training to the farmers to improve their skills in:
 Agricultural production
 Dairy
 Poultry
 Fisheries and professional leadership at village level.
 Extends soil-testing facilities to member farmers Vocational Trainings to Rural Women.

SKILL ENHANCEMENT Your Logo or Name Here 14

 .

IFFCO YUVA
 IFFCO Yuva Portal is launched with a vision for the empowerment of rural youth.
 On this platform, youth can assess and improve their skills for better career opportunities.
 Online courses provide certification in your respective skills which can be showcased to a prospective
recruiter to increase your chances of selection.
 How it works -
 Register on IFFCO Yuva portal
 Take test
 Improve skill by online courses available on Yuva
 Fetch good job opportunities.

SKILL ENHANCEMENT Your Logo or Name Here 15

 IFFCO KISAN SEWA TRUST (IKST)
 Consequent upon the massive earthquake in Gujarat in January 2001, IFFCO created Kisan Sewa Fund (KSF)
which is now widely known as "IFFCO KISAN SEWA TRUST(IKST)".
 IKST was created out of contributions from IFFCO, Employees of IFFCO and Cooperative Societies.
 Established to provide relief and rehabilitation to the victims in the event of natural calamities like floods,
earthquakes, droughts, cyclones, landslides etc. Trust has undertaken variety of activities to assist poor and
needy farmers affected due to such natural calamities.
 It also extends helping hand to the farmers living below poverty line for their critical medical treatment
including projects aimed at improving their quality of life.
 Considering the importance of education for the overall development of rural India, IKST further expanded its
scope and decided that besides providing financial assistance in critical medical cases, IKST may also
consider providing scholarships to the children of poor farmers living "Below Poverty Line". The scholarship
has been titled as "SHRI SURINDER KUMAR JAKHAR SCHOLARSHIP".
IFFCO FINANCIAL

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 SURVEY ON RURAL FARMERS
AND THEIR SYNC BETWEEN
IFFCO
This survey is primarily based to understand:
 The needs and agricultural practices acknowledged by the rural farmers.
 To know about their degree of sync with Indian Farmers Fertilizer Cooperative Limited (IFFCO)

LOCATION: WEST GODAVARI, ANDHRA PRADESH

CONDUCTED BY: JITENDRA PAVAN


AWARDS &
MILESTONES
IFFCO’s Achievements at a glance
IFFCO has stepped up to 65th position in overall turnover ranking from
125th position in last Financial Year & now is at the top spot among
300 leading cooperatives in the world.
• FAI Awards 2006, 2007(3 awards), 2011, 2012, 2013, 2014
• IFFCO grabbed another position in IT & Systems - 2014
• Dr. U S Awasthi Conferred with "Lifetime Achievement Excellence Award" in Fertilizer Sector - 2014
• IFFCO bags the best stall award at PusaKrishiVigyanMela – 2013
• IFFCO added one more IT accolade in its belt 2012
• IFFCO added another IT accolade in its belt Subhead: Won ComputerWorld Honors Laureate Award - 2012
• IFFCO Awarded for IT Security - 2012
• IFFCO added one more IT accolade in its belt - 2012
• Aonla wins CII Environmental Best Practices Award-2011
• IFFCO Wins the 6th Annual CIO100 Awards 2011 & Hall Of Fame Award – 2011
• IFFDC wins The Times of India Social Impact Award - 2011
• SKOCH Digital Inclusion Award - 2011
• Best Cooperative Journal Award Competition - 2011
• Greentech Gold Award for Training Excellence - 2010
• IFFCO Aonla Unit has been awarded the 'EDGE' winner prize - 2010
• Safety Innovation Award - 2010
• Awards for IT initiatives at IFFCO - 2009
• ICWAI Award for Excellence in Cost Management - 2009
• IBM Awards First Prize to IFFCO for Innovation
• IFFCO Anola & Paradeep Unit have won the prestigious FAI awards - 2009
• 10th Annual Greentech Environment Excellence Award 2009
• IFFCO Bagged First Ever dotCoop Global Award For Cooperative Excellence - 2009
• IFFCO Shines at Public Relation Society of India, Grabbed 2 prestigious awards - 2009
• National Energy Conservation - 1st Award Conferred on Phulpur Unit – 2008
• IFFCO Wins PRSI Award - 2007
• Microsoft Felicitates IFFCO for its successful implementation of ‘E-Procurement’ - 2007
• IFFCO Phulpur Unit bags Energy Conservation Award - 2006-2007
•
•
IFFCO AONLA WINS NATIONAL ENERGY CONSERVATION AWARD - 2006
IFFCO Kandla Wins - Golden Peacock Environment Management Award 2006
•
•
•
IFFCO KALOL WINS NATIONAL ENERGY CONSERVATION AWARD - 2006
Kandla Unit Wins FAI Prize - 2006
Phulpur Unit Wins National Energy Conservation Award-2006
• IFFCO Phulpur Unit bags "National Energy Conservation Award - 2005"
• IFFCO Aonla Unit Wins National Safety Council of India Safety Award-2004.
• IFFCO Aonla Wins National Safety Awards - 2004
• Best Managed Work Force Award for IFFCO
• IFFCO Corporate Film bagged NCUI's Best Cooperative Film AwardYour Logo or Name Here
 Conclusion
 IFFCO’s continues to focus on servicing farming
community by conducting need-based, area-specific
agricultural extension & other promotional activities.
 IFFCO enjoys the status of being the largest producer of
Urea in the world & especially in India covering almost the
entire country.
 The rate of Growth in Production & Marketing in the last
few years, is appreciable.
 Considerable Increase in the volume of sales with growing
competition & a number of additional activities.
 Micro-level planning will be needed in order to rationalize
warehousing, transportation & other marketing costs.
 IFFCO is reaching heights in targeting Rural India with
several initiatives & programs.
Recommendations
 Maintain the quality standards
 Restructure the programs
 IFFCO should also conduct other non farming
programs (social development programs) on a regular
basics and should communicate the benefits of such
programs.
 Effort should be to include as many farm owners as
possible
 Company should try to improve the distribution of its
products thereby ensuring high availability of IFFCO
fertilizers, as in the case of availability, the farmers end
up purchasing other company‘s fertilizers.
 The company should think on the financing schemes
so that poor farmers should get IFFCO products at
even those times when they do not have sufficient cash
to buy its products and hence for the better production
of their crops.
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 Thank You
Submitted To: Submitted By Group B7:

Dr. Manoj Gour Chintaluri Ayush Tiwari (20PGPM085)

Assistant Professor, Marketing Dhaanya(20PGPM090)
Meenal Wadhwa (20PGPM104)
Shekhar Kumar Alagh (20PGPM122)
Tuhin Ghosal (20PGPM130)
Gudapati Jitendra Pavan (20PGPM136)