Project Report

On

ANALYSIS OF RURAL RETAIL MARKET

FOR AADHAR

Submitted to

AADHAAR RETAILING LIMITED (PUNE)

BY

SHYAM SHIRADHONKAR

In Partial fulfillment of Training program

6th July -11th July 2009

 ACKNOWLEDGEMENT

On completion of my project, I would like to express my

sincere thanks to those who guided, advised, inspired, and supported

me during my project report. I am grateful Mr. Rahul Athawale

(Store Incharge), Mr. Vikas Kale (TSI), Sujit Bombe (FSA) &

Ajit Patil (FSA) for their valuable guidance in my project work. I

would like to express my deep sense of gratitude towards them.

I am also indebted to Godrej Agrovet Ltd. Pune for giving me

opportunity to do this project. I also take this opportunity to thank to

all Staff of Aadhaar Retailing and also who were directly or indirectly

concerned with the completion of my report.

Shyam Shiradhonkar

B.Sc. (Agri), MBA (Mrkt)

INTRODUCTION
Agricultural retail

India’s large consumer base along with export potential and reforms in
agriculture (such as opening up of many agriculture sectors for 100
per cent FDI, allowing farmers to sell their produce directly to buyers)
have attracted a large number of corporate into the agricultural retail
segment.

• For its e-Choupal scheme, ITC built internet kiosks in villages to

provide farmers access to latest information on weather, market
prices and foods in demand among other things.
• With a US$ 5.6 billion, multi-year investment in agriculture and
retail, Reliance Retail will establish links with farms on several
thousand acres in Punjab, West Bengal and Maharashtra.
• FieldFresh, planning to become India's first large-scale exporter
of produce, will annually pay farmers over US$ 30,000 to lease
land for vegetables, to hire tractors and to pay their workers.
• PepsiCo, with agriculture exports worth US$ 40 million, has
launched a five-year program with the Punjab Government to
provide several hundred farmers with four million sweet-orange
trees for its Tropicana juices by 2008. It has also introduced
farmers to high-yielding basmati rice, mangoes, potatoes,
chilies, peanuts and barley for its Frito-Lay snacks.
• Fresh@, a food and grocery retail initiative of Heritage Foods
(India) Ltd, is in the process of developing a 5,000-acre cluster
farming complex to feed the retail network that will have 100
stores in the next few months.
• Kishore Biyani’s Future Group runs Big Bazaar and Food Bazaar,
one of the most popular retail chains in India.

The rural retail market is currently estimated at US$112 billion, or

around 40 per cent of the US$ 280 billion retail market. Major
domestic retailers like AV Birla, ITC, Godrej, Reliance and many others
have already set up farm linkages. Hariyali Kisan Bazaars (DCM) and
Aadhars (Pantaloon-Godrej JV), Choupal Sagars (ITC), Kisan Sansars
(Tata), Reliance Fresh, Project Shakti (Hindustan Unilever) and Naya
Yug Bazaar are established rural retail hubs.
 ORGANISATION PROFILE

The first Godrej Aadhaar Centre was started in December 2003

in Manchar, Pune District. Since then Godrej Aadhaar Centers have
been set up across the country in the states of Maharashtra, Gujarat,
Punjab, Haryana, Andhra Pradesh, Tamil Nadu, Orissa and West
Bengal.

These centers provide valuable technical guidance, soil & water

testing services. They also retail quality products of leading
companies. Aadhaar centers also a facilitate credit to farmers and
provide a platform to sell their produce. To farmers, it’s a complete
solution under one roof.

Key Highlights

• Godrej Aadhaar, to provide complete agricultural solutions to

farmers
 OBJECTIVE OF TRAINING

 To Study Product available in Aadhaar Retailing and Their use on

crops.

 To Study Competitor in Rural Retail Market.

 To Study understand the farmers nature towards crop problem

by Field visiting.

 To Study Target customer of Aadhaar Retailing.

 SERVICES PROVIDED BY AADHAR

 Soil & water testing.

 Selling branded Org. & Inorganic Chemical Fertilizers.

 Provided Agricultural Library, Audio &video C.D.

 Sell of Branded Seeds, Pesticides and Animal Feeds.

 Provided Advanced Agri. Implements & Seedlings of Tomato &

Cabbage.

 Insurance Services.
 Aadhaar’s Structure
(Agri. section)

Store In-Charge (S I)

↓
Technical Service Incharge (T S I)

Field Service Assistance (F S A)

Farmer (Target Customer)

I)PRODUCT AVAILABLE IN AADHAAR, MANCHAR

FUNGICIDES

PRODUCTNAME SCINTIFIC NAME TYPE OF CHEMICAL

Indofil Mencozeb 75% W P Contact Fungicides

Bayleton Tridimefron 25%WP Systematic Fungicides

Mildvip Thiophanate 70%WP Systematic Fungicides

Anthracol Propineb 70%WP Contact Fungicides

Larvin Thiodicarb 75%WP Stomach & C. Fungicides

Copper Hydroxide 77%
Kocide Contact Fungicides.
WP
Mafenoxam4% +
Ridomil MZ Systematic & C. Fungicides
Mancozeb 64%
Aluminum Phosphide
Celphas Contact Fungicides.
56%
Propiconazole 25%
Tilt Systematic Fungicides
E.C.
Dimethomorph 50% W
Acrobat Systematic Fungicides
P
Tricoderma Viride 1%W
Biohit
W Biological Fungicides
Formulation
& Nutrient medium

INSECTICIDE

PRODUCT
NAME SCINTIFIC NAME TYPE OF CHEMICAL

Cypervip 10EC Cypermetrin 10EC Insecticide

Chlorovip Chloropyriphos 20EC Insecticide

Omite Propargite 57EC Insecticide

Monovip Monocrotophos 39SL Insecticide

 Regent Fipronil 5%SL Insecticide

Avaunt Indoxacarb 14.51SL Insecticide

Broad Spectrum
Hostathion Trizophos 40EC Insecticide

Deltamethrin 1%+ Broad Spectrum

Spark Trizophos 35EC Insecticide
Broad Spectrum
Quinansaan Quinalphos 25EC Insecticide
Broad Spectrum
Ekalux Quinalphos 25EC Insecticide
Broad Spectrum
Propenovip Profenophos 50EC Insecticide

Admire Imidacloprid 70WG Systemic Insecticide

Confidor Imidacloprid 17.80SL Systemic Insecticide

Cybil Cypermetrin 25EC Contact Insecticide

Achook Azadirachitin 1%WW Insecticide

Imidiate Imidocloprid 25% EC Systemic Insecticide

Manik Acetamiprid 25% EC Insecticide

Endovip Endosulphan 35% EC Insecticide

Broad Spectrum
Curocron Propenofes 10% EC Insecticide

Actara Thiomethaxom 25% WG Insecticide

Stomach & Contact
Lanin Thiodibanx 75% WP Insecticide
Broad Spectrum
Pegasus Dyphenthuron 50% Wp Insecticide
HERBICIDES

PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL

Paraquate dichloride Non Selective Contact
Gramoxone 24%SL Herbicides
Contact Herbicide
Atravip / Atrasaan Atrazin 50WP
Metsulfuron Methyl
20% Contact Herbicide
Algrip WP

GROWTH REGULATOR

PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL

Double Brassinolides Crop Yield Enhancer
Magic Grow + Lactic Acid Bacteria, Organic Soil And plant
Photosynthetic vitalizer
Bacteria, Yeast
Combine Brassinolides Growth Regulator
Ethrel Ethephin 39%SL Growth Regulator
Vipul / All Best (In
both Ganual & Traicontanoil Growth Regulator
Liquid)
Mahadhan Natural Bio-Enzyme & Minerals Growth Regulator

FERTILIZERS

PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL

Urea Nitrogen 46% Straight Fertilizers
P2O5 60% & Sulfur
SSP 11% Straight Fertilizers
S-90%, Bentonite
Bensulf 10% Straight Fertilizers
18:18:10 Mix Fertilizer
20:20:00 Mix Fertilizer
 20:10:10 Mix Fertilizer
DAP Complex Fertilizer
10:26:26 Complex Fertilizer
15:15:15 Complex Fertilizer
19:19:19 Complex Fertilizer
Graded Organic Manure
5:10:05 Mixture
13:00:45 Complex Fertilizer
Poorak Micronutrient mix fertilizer
Biola Bio-fertilizer

OTHER PRODUCT

PRODUCT NAME DETAIL TYPE OF CHEMICAL

Zn-3%, Fe-2.5%, Multimicro nutrient liquid
Microla Cu-1%, etc additive

Bororich Boron 20% Pure & Soluble Boron

Nimin Neem Triterpens Nitrogen use efficiency
increaser
Alfanathic acetic acid
Planofix 4.5% EC Plant Hormone Spray
Zn-0.4%, Calcium Mineral Mixture Feed
Gokul 20%, Etc Supplement

Ruchira Granule feed

Milkmore Cattle feed pellet

Vikas Soil conditioner

Alpha naphthyl
Planofix Acetic acid 45% SL Plant Hormone Spray
Nematophagous
Nemastin fungi Bio-Nematicide

Composting Culture For Composting Debris

II)RESULT OF MARKET SURVEY

PRODUCT AVAILABLE IN OTHER STORES IN MANCHAR

1) Sai Agro Agency, Market yard, Manchar

PRODUCT TYPE OF
NAME SCINTIFIC NAME CHEMICAL

Karate S E C Lambda cyhalothrin 5% E C Insecticide

Chorpyriphos 50% +Cypermethrin
5%
Nurelle-D 505 (500+50) E C Insecticide

Agralpha Alphamethirin 10% E C Insecticide

Roger Dimethioate 30% E C Insecticide

Avaunt Indoxacarb 14.51SL Insecticide

Broad Spectrum
Hostathion Trizophos 40EC Insecticide

Broad Spectrum
Spark Deltamethrin 1%+ Trizophos 35EC Insecticide
Systemic
Confidor Imidacloprid 17.80SL Insecticide

Cybil Cypermetrin 25EC Contact Insecticide

Achook Azadirachitin 1%WW Insecticide

Systemic
Admire Imidacloprid 70WG Insecticide
HERBICIDES

PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL

Taraga Super Quizolofos-Ethoel 5% Selective Herbicide
Paraquate dichloride Non Selective Contact
Gramoxone 24%SL Herbicides
Contact Herbicide
Atravip / Atrasaan Atrazin 50WP
Goal Oxyflorfen 23.5% Herbicide
Sensor Metribuzin 70% W P Herbicide
Phenera-prop-p-ethoel
Whip Super 9.3% Herbicide
2,4-D, Sodium Salt
Akruti Weed Killer 80% Herbicide

FUNGICIDE

PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL

Diathem45% Mencozeb 75% W P Fungicide

Contaf-SE Hexaconazole 5% E C Fungicide

Aliette Fungicide

Anthacol Propineb 70% W P Fungicide

Acrobat Dimethomorph 50% W P Fungicide

Metalaxyl-M 4% +
Ridomil Gold Mencozeb 64% W P Fungicide
Thiophanate Methyl 70%
Roko WP Fungicide
Bavistin Carbendazim 50% W P Fungicide

Krilaxyl Metalaxyl 35% W P Fungicide

Systhane Mycobutanil 10% W P Fungicide

FERTILIZERS
 PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL
Urea Nitrogen 46% Straight Fertilizers
P2O5 60% & Sulfur
SSP 11% Straight Fertilizers
S-90%, Bentonite
Bensulf 10% Straight Fertilizers
Richfield 19:19:19 Complex Fertilizer
Festisol 12:61:00 Complex Fertilizer
Krish 19:19:19 Complex Fertilizer
DAP Complex Fertilizer

Higrow 19:19:19 Complex Fertilizer

Mg sulphate 9.5 % Micro Nutrient Fertilizer

2) Sidhi Krishi Udyog, Market Yard, Manchar

FERTILIZERS

PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL

Graded Organic Manure
Diamond Lifter Mixture

3) More Brothers Fertilizers, Market Yard, Manchar

FERTILIZERS

PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL

Urea Nitrogen 46% Straight Fertilizers
P2O5 60% &
SSP Powder Sulfur11% Straight Fertilizers
SSP Granule Straight Fertilizers
MOP Straight Fertilizers
Samrat DAP 18:46:00 Complex Fertilizer
Samarth 10:26:26 Complex Fertilizer
Sampatti 12:32:16 Complex Fertilizer
Boron Micro Nutrient Fertilizer
Zinc sulphate
Micro Nutrient Fertilizer
4) Shinde & Co., Near SBI Bank, Manchar

INSECTICIDE

PRODUCT TYPE OF
NAME SCINTIFIC NAME CHEMICAL

Rogohit Dimethioate 30% E C Insecticide

Saver- 7 Nitromethane 20% Insecticide

Hayamida Imidochloprit 17.8% S L Insecticide

Knockdown super Lambda-cyhalothrin 5% E C Insecticide

Badshah Acetamiprid 20% S P Insecticide

FUNGICIDE

PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL

Hexastop Thiophelate methyl 70% W P Fungicide

Crystocyclin Steptocyclin 30% Fungicide

Jatayu Chlorothelonil 75% Fungicide

OTHER CHEMICALS

PRODUCT NAME SCINTIFIC NAME TYPE OF CHEMICAL

Sticker Cyperkil 25% E C Sticker, Spreader

Sudox Wormicide for Animal

Trishul 20 Chloropyriphos 27% E C Rodenticide

Retox Zinc phosphate Rodenticide

5) Om Agro Services, Pune-Nashik Road, Manchar.

SEED

CROP NAME VARIETIES NAME

Tomato Syngenta-1389, Abhinav
Namdhari-Vaibhav, Utsav
Beejosheetal-Beejosheetal
Seminis-Naina
Cucumber Namdhari-Jypsy, Bio-swati
Vigro-Legendari, Golden seed
Beejosheetal-Garima
Chili Subeej-Trisha 873
Seminis-Sitara
Cauliflower Goldenseed-Rimsim
Syngenta-Snow cloud
Beet
Goldenseed-Lalima
Cabbage
Beejosheetal-Dubali
Syngenta-Civel
French Bean Seminis-Phalguni
Phadashi
Onion
Beejosheetal-Lucifer, Phalguni

INSECTICIDE

PRODUCT TYPE OF
NAME SCINTIFIC NAME CHEMICAL

Emida Emidachlorophil 17.80% Insecticide

Curacron Profenofos 50% E C Insecticide

Decis100 Deltamethrin 11% B E C Insecticide
Propenofos 45% +
Polythrin-C Cypermetrin 4% Insecticide
Karate Lambda-cyhalothrin 5% E C Insecticide
 Deltamethrin 11% + Trizophos
Spark 35% Insecticide
Hostathion Trizophos 40% E C Insecticide

Nuvan Dichlorvos 76% E C Insecticide

6)Aditya Krishi Seva Kendra, Pune-Nashik Road,Manchar

SEED

CROP NAME VARIETIES NAME

Mahyco-Kranti 139
Syngenta-BC 79
Cabbage BC 300
BC 73
Sunglow-Mitra 92
Seminis-Green challenger
Green aujar
Scent
Syngenta-Snow cloud
Cauliflower Snow heart
Kimaya
Tetris
Suhasini
Beejosheetal-Beetroot action
Beetroot Namdhari-Beetroot
Beet Madhur
Mahyco- Mahyco Lal 2
Golden-Lalima
Syngenta-Abhinav
1389
Namdhari-Utsav 2535
Shaktimaan
Tomato Vaibhav, samrat
Endom-american:- Snow white
US Agri seed: - US-800
Seminis: - Malini
Cucumber Namdhari Seeds: - Gipsy
 Seminis: - Phalguni
French Beans Syngenta: - Seville
Seminis: - Sitara
Syngenta: - 2024, 1900, 7007
Chilli Bejo-sheetal: -Garima 378, Agrima278

Ankur: - Ajay
Mahyco: - Mahyco-10
Beejo-sheetal: - Janak
Seminis: - Manjiri
Brinjal Syngenta: - Manju
Mahyco: - mahyco-10 Hybrid
Okra Ankur: - Ankur-40

7) Mahesh Krishi Seva Kendra, Market yard, Manchar

INSECTICIDE

PRODUCT TYPE OF
NAME SCINTIFIC NAME CHEMICAL

Astina Acetamiprid 20% W P Insecticide

Korogen Biological Fighter Insecticide

Curacron Insecticide

FUNGICIDE

PRODUCT TYPE OF
NAME SCINTIFIC NAME CHEMICAL
Coromil Fungicide

Kocide101 Copper Hydroxide 77% W P Fungicide

Bavistin Fungicide

Hexamaus Fungicide
HERBICIDE

PRODUCT TYPE OF
NAME SCINTIFIC NAME CHEMICAL
Mertex Metribuzin 70% W P Herbicide

Clean 2,4-d, Sodium Salt 80% W P Herbicide

Goal Oxyflourfen 23.5% WP Herbicide

Targa Super Quizolofos Ethoel 5% E C Herbicide

Round Up Lypocin 41% Herbicide

Miracle Lypocin 71% Herbicide

GROWTH PROMOTER

PRODUCT TYPE OF
NAME SCINTIFIC NAME CHEMICAL
Biozyme Ascophyllum Nodusum Growth promoter

Boss Amino Acid Growth promoter

More Growth promoter

OTHER PRODUCTS

PRODUCT TYPE OF
NAME SCINTIFIC NAME CHEMICAL
Solucombi Fe-5.0 %
Mg-3.5 % EDTA Chelated
Zn-3.0 % Micronutrient Mixture
Co-1.0%
Mb-0.3%
Amino acid, Citric Acid,
Fulvic Acid-30%
Win-Chi-Win Bio-stimulate
Vitamin B1, B2, B6 Etc
 III) FIELD VISIT

During six days duration of project I visited 7-8 former in

regarding to understand there problem and recommend there solution.
This field visiting provide me lots of information about farmers
problems and nature.
Some of them are,

1) Pratik Maroti Thorat

Total land :-4 Acre

Crop :-Tomato 20 Gunta

Onion (Stored)

Other Crop : - Methi

Onion (Stored)

Variety :-Abhinav -Tomato

Methi –Local Variety

Agri. Implements : - Machine Sprayer, Leveler, Plough

Sowing :-2nd week of May

Irrigation : - Flood Irrigation.

Stage at visiting :-Fruiting

Spray :-Power plant (Growth promoter)

(4th week of June)

Village :-Chandoli
Tq.Ambegaon
Dt.Pune
2) Gorakhnath Bsjirao Thorat

Total land :-30 Gunta

Crop :-Tomato

Variety :-Endom-American-8505 (15Gunta)

Abhinav (15Gunta)

Sowing :-3rd week of May

Agri. Implements : - Machine Sprayer, Leveler, Plough

Irrigation :- Flood Irrigation.

Stage at visiting :-Fruiting (Both Variety)

Spray :-Ripener (Growth promoter)

Solufeed

Fertilizer Used :-Uria-50 kg

Nimboli Pend
18:46 (Mix Fertilizer)

Recommendation :-Dimore
(For Fruit Feeling)

Village :-Chandoli
Tq.Ambegaon
Dt.Pune
3) Shivaji Dattatray Wagh

Total land :-5 Acre

Crop :-Tomato (1Acre)

Maize (4 Acre)

Variety : - Tomato- Abhinav

Maize - Golden Baby Corn

Sowing :-1st week of May (Tomato)

Agri. Implements : - Machine Sprayer, Leveler, Plough, Tiller.

Irrigation : - Flood Irrigation.

Stage at visiting :-Fruiting

Spray :-Vipul (Growth Regulator)

Admire (Insecticide)

Fertilizer Used :-Uria-50 kg

Nimboli Pend
18:46 (Mix Fertilizer)

Village :-Ranjani
Tq.Ambegaon
Dt.Pune
 CONCLUSION

 It can seen that aadhar retail Getting good response from

farmers.

 Aadhar retail provides agriculture and non agriculture product in

one roof.

 Availability of product is less than rural competitor.

 Aadhar having great scope to capture maximum market in rural

retail sector.

 Though having many advantages in favor of Aadhar it has to

work hard for increasing the coverage to have an upper hand
over the competitors.

 Increase product availability, Wide range of product availability

can increase the customer interest.

 Increase marketing channel and advertising.

 Promotion and campaigns to attract customers.

 Building loyalty by identifying regular farmers and offering

benefit to them.

 Monitoring customer needs constantly.