Acknowledgement

I am very thankful to the almighty god for helping me

complete my project. I thank Mr. Partha Sengupta for
giving me the opportunity to train in the reputed
institution ‘Dhanuka Agritech Ltd.’ I am thankful to Mr.
Shiv Kumar for his support and guidance. Mr Manish
Rastogi gave valuable suggestions for preparing the
report.

I am thankful to my faculty especially Dr. Alok Rai for

much needed help to complete the project.

I thank my friends and my family members who

supported me all through.

(Jasraj Singh)

1
Ch. No. Title Pg No.

Executive summary 3

1 Introduction 6

1.1 About the project 7

1.2 Dhanuka Agritech ltd. 8

1.3 Pilibhit District 20

1.4 Pesticide Industry in India 22

2 Research Methodology 26

3 Data Analysis 29

4 Findings 35

5 Recommendations 41

6 Conclusion 44

Appendixes 48

Table of Contents

2
EXECUTIVE SUMMARY

3
 Title : District Potential Analysis in Pilibhit

Place of study : District Pilibhit, UP

Organization : Dhanuka Agritech Limited.

Reporting officer : Mr. Partha Sengupta

Student’s name : Jasraj Singh

PROJECT BRIEF:-

The project can be divided into two parts:-

1. Visit Government officials and get data regarding area under

different crops and information about main crops etc

4
2. Visit distributers and dealers of pesticides etc to find out their
turnover and district sales and the mandi wise and molecule
wise potential of pesticides, fungicides and herbicides.
3. Visit farmers and find out the crops they grow and the
chemicals they use to control pests etc.

Objective:-

To understand the district potential in terms of crop acreage,

molecule wise, volume wise, mandi wise and competitor wise.

Scope of study: During the project I was required to meet

various dealers, distributors, officials of the agriculture
department to get information on the crop acreage, and
molecule sale in mandi. I was also required to meet progressive
farmers in mandis. The names and contact details of officials
were also to be collected.

Sources of data:-

Primary data source- Face to face interaction with farmers,

distributers and officials of agriculture department, block
development office.

Secondary data source- Internet

Research Instrument: - Open ended questionnaire

The survey was conducted by visiting farmers who came to sell

their produce in the mandi, distributors in the mandi as well as
nearby areas. I also visited the Block Development Offices,

5
District Agriculture Office, District Horticulture Office and District
Cane office

6
 CHAPTER 1: INTRODUCTION

About the Project

Pesticides are an important part of agriculture. With pests and
diseases causing losses in the yield to the tune of fifty or more
than fifty percent in crops, pesticides play an important role in
maintaining the production levels of the crops. If we take
sugarcane – ‘white grub’ infestation can losses up to one
hundred percent. Such huge losses in the yield can severely
impact the economy of the country, devastate farmers and the
prices of food items will rise through the roof.

This project was to analyse the potential of the district Pilibhit in

terms of sale of pesticides. I was supposed to meet distributors

7
 of various companies, farmers and agriculture officials of the
district and to judge the potential of the district. I also had to
analyse the competition faced by Dhanuka in the district.

Dhanuka is a well known brand in the country but does not have
a considerable share in the district which has fertile and
productive soils.

Dhanuka Agritech Ltd.

The company is headquartered at Dhanuka House, Karol

Bagh, New Delhi.

VISION- Farmer prosperity through Dhanuka excellence.

OUR MISSION- Life Enrichment Through Science

OUR OBJECTIVE-

• Serve the Indian farming community with safer, eco-friendly and

quality agrochemicals.

8
• Support the grower on judicious and right use technology.

• Provide customer support services on usage and environment

safety.

• Pursue R & D oriented growth in bulk drugs.

Company Profile:-

With a motto of “Life enrichment through Science ”, Dhanuka

Group is engaged in the businesses of Agro-Chemicals &
Seeds under Dhanuka Agritech Limited and Pharmaceutical
Ingredients under Dhanuka Laboratories Limited.

The Rs. 500 crores (USD 125 million) Group has world class
manufacturing facilities across India including 4 Agro-Chemicals
Formulation Units, 2 Seed Processing units and a WHO-GMP
Certified API Facility.

The Group has a pan India presence, with branches in all major
Indian states and over 15000 strong dealer’s network. Our 1000
strong techno-commercial team takes the message of modern
farming to over 1crore (10 million) farmers across the country.

With a strong focus on Research & Development and Quality,

the group has emerged as the Chosen Partner for several Multi-
National Companies doing business with India

The Dhanuka Group is a well established manufacturer /

formulator of a wide range of popular pesticides; in ECs,
Granules, Wettables & Dust Formulations of Insecticides,
Fungicides, Weedicides, PGR, Growth Stimulant and Wetting
Agents. We are a quality conscious; customer friendly and eco -

9
friendly group conscious for new, safe pesticide molecules. The
group is committed to provide Customer Support Services in the
area of product usage, health, safety and disposals. Over a
span of 20 years, the group has emerged as a leading and
growing Indian Group in pesticides business with conventional
as well as diversified interests. The group is professionally
managed by a management group at the top with well defined
and planned programme with willingness to achieve a targeted
goal.

History of Company:-
Northern Minerals Limited ( NML ), a flagship company of
Dhanuka Group, was acquired as sick unit in 1980 with a
meager sales turnover of 17 million INR, is today a unit of over
900 million INR.
Dhanuka Pesticides Limited ( DPL ), was incorporated as a
Public Limited Company under Indian Companies Act 1956 in
the year 1985; primarily for manufacture of technical grade
pesticides namely Fenvalerate and Cypermethrin. DPL entered
into technical tie-up with E. I. DuPont De Nemours & Co. Inc., U
S A. in the year 1992 to formulate, brand and market on
exclusive and all India basis, Methomyl - Brand name Dunet
12.5 L. A 28 year old, nearly dead molecule Methomyl, which
came to India third time, and finally through our Group was
recognised in the Indian Market. In the first six months Dunet
sales was 232 KL and in the fourth year itself the sales of Dunet

10
 touched all time high of 977 KL.

In 1984 Group established a R & D unit named Dhanuka

Agriculture Research Centre ( DARC), to carry out in-house
field research in process development. DARC is recognised by
Ministry of Science and Technology, Government of India.

In the year 1992 Group acquired another sick unit namely

Rajasthan Insecticides and Fertilizers Co. Pvt. Ltd. ( RIFCO ),
mainly to make dust formulations. This unit has crossed 10,000
MTs production in the third year itself.

The Dhanuka Pesticides Limited entered into a series of

technical tie-up agreements with a number of Japanese
Multinationals.

• Takeda Chemicals Industries Ltd., Japan for Cartap

Hydrochloride and Validamycin;

• Mitsui Chemicals Inc., Japan for Etofenprox;

• Hokko Chemicals Ind. Co. Ltd., Japan for Kasugamycin.

Cartap and Ethofenprox were already in India market for over

five years without making any imprint. Dhanuka in the first year
itself sold 1635 MT of Cartap Granules ( Caldan 4G ), which in
the third year has crossed the mark of 4050 MT. Ethofenprox
( NUKIL 10 EC ) in the first year was 87 KL. Similarly
Validamycin ( Sheathmar 3L ), a new molecule in the first year
itself touched the mark of 60 KL. Kasugamycin ( Kasu - B ) is
launched in the market in the year 2000 only.

11
On the other hand Northern Minerals Limited ( NML ) joined
hands technically with Uniroyal Chemical Company Inc., U. S.
A. in the year 1999 to formulate and market Carboxin ( Vitavax
75 WP ), Oxycarboxin ( Plantvax 20 EC ) and Diflubenzuron
( Dimilin 25 WP ). We are in advance negotiation stage for
further MOUs with few other MNCs.

Within 17 years of its existence, the Group has diversified in

Pharmaceuticals Bulk Drugs manufacture activity, Dhanuka
Laboratories Pvt. Ltd. ( DLPL ) is established in 1997 to
manufacture Cephalexin, Cefadroxil, 7-A.D. C. A. and
Simvastatin. Within two years DLPL’s turnover is 150 million
INR and is all for exports. In just two decades the group has
touched a mark of 1500 million INR as Group’s turnover.

Dhanuka Agriculture & Research Centre

In 1984 our Group established a R & D unit named Dhanuka

Agriculture Research Centre
( DARC ), to carry out in-house field research, process
development. DARC is recognised by Ministry of Science and
Technology, Government of India.

Northern Minerals Limited, Mandideep, Bhopal

In the year 1992 Group acquired another sick unit namely

Northern Minerals Limited, Mandideep, Bhopal, mainly to make
dust formulations. This unit has crossed 10,000 MTs production
in the third year itself. The company has since been merged
with M/s Northern Minerals Limited.

Dhanuka Laboratories Limited

12
Within 17 years of its existence, the Group has diversified in
Pharmaceuticals Bulk Drugs manufacture activity, Dhanuka
Laboratories Limited. ( DLL ) was established in 1997 to
manufacture Cephalexin, Cefadroxil, 7-A.D.C.A. and
Simvastatin.

Dhanuka Seeds

Producer & distributors of certified and high quality seeds of

cereals, vegetables, oil seeds & pulses & fibers. The group is
committed to the development & supply of top quality seeds for
the benefit of the farmers, which is one of our main corporate
objectives. For all trade enquiries please contact Seed
Division.

The group has made a modest beginning for the production

and supply of seeds with a dedicated team of high qualified
seed for crops namely sunflower, soybean , wheat , cotton and
vegetable seeds of peas , tomato , chilies , onion are
introduced in the recent part.

The Group has an excellent rapport with the farmers at the

grass root level through our experienced staff at 24 Regional
Offices spread throughout the country & is also backed by a
strong network of distributors / dealers. Dhanuka takes pride in
its strong marketing, sales & distribution set up. This set up for
pesticides and seeds business comprises of:

Zonal offices headed by General Managers/ Directors,

13
27 branches with large and dedicated warehousing facilities to
meet seasonal requirement,

Technical support teams,

Dhanuka Rapid Action Force at Zonal and Corporate level,

Distributor and dealer base for supporting the seeds and

pesticides trade,

Matching communication infrastructure at all levels.

In pesticides industry the right use is as important as the right

product in right quantity at the right time. With literacy levels in
rural India being very low educating the farmers is a herculean
task particularly in a vast country like ours, where terrains are
difficult, agro climatic conditions are diverse, large variety of
crops is present and land holding is fragmented resulting in
extensive training requirement for very small farmers.

The marketing team is expert in relationship management. They

visit villages as per predefined schedule for the week, for giving
product demonstrations and providing technical advice to
farmers on right use of technology and about specific crop
related problems. Dhanuka team is specially trained before
each season to answer queries from the farmers and channel
partners. They are also equipped with product literatures,
product samples, demo kits etc. to provide on the spot
solutions.

Classroom and field training for safety and new products is a

regular and ongoing activity.

14
 Media publicity about the products, diseases and insects is
carried out at state and Zonal level apart from large scale
campaigning supported by wall paintings and publicity in fares,
and below the line advertising and publicity.

Future plans of the company :

• The company has plans to develop its own Research and

Development facility, so that it can reduce its dependence on
foreign companies for new molecules and gain an advantage
over its competitors.

• Set up Seed Testing Laboratory with latest technology.

15
• Create strong & modern infrastructure in the production area to
improve quality and reduce operational costs.

• Have partnerships with reputed multinational companies for

obtaining latest technology and molecules.

Awards:-

• Institute of Trade & Industrial Development Award for Quality

Excellence in 1992. The prestigious award was presented to
Mr. R. G. Agarwal, the Managing Director, Northern Minerals
Limited by Shri Pranab Mukherjee, Hon?ble Minister of
Commerce, Government of India, on the occasion of
the National Seminar on Quality Consciousness, organised by
the Institute on 18th December, 1993.

• Institute of Trade and Industrial Development Swatantrata

Swarn Jayanti Udyog Vibhushan Award
for Excellence in Industrial Performance was conferred on Shri
R. G. Agarwal on 27th January, 1999.

• Indira Gandhi Priyadarshani Award - 1992, was presented to

Mr. M. K. Dhanuka, Managing Director, Dhanuka Pesticides
Limited for outstanding achievements and contributions on 76th
Birth Anniversary of Smt. Indira Gandhi by Shri K. C. Pant,
Chairman, Planning Commission on 18th November, 1992 at
New Delhi.

• Yuva Rattan Award - 1992, was presented to Mr. M. K.

Dhanuka, Managing Director, Dhanuka Pesticides Limited by All
India Youth Congress on 6th October, 1992 at New Delhi.

16
• Udyog Rattan Award was conferred upon Mr. M. K. Dhanuka,
Managing Director, Dhanuka Pesticides Limited at the time of
the conference on Economic Development by Institute of
Economic Studies.

• A award was conferred upon Mr. M. K. Dhanuka, Managing

Director, Dhanuka Pesticides Limited by Lions Club for
rendering invaluable support and co-operation of lionistic
activities during 1998 - 1999.

• Mr. R. G. Agarwal has been nominated for ITID Rajat Jayanti

Udyog Award, 2000.

SWOT ANALYSIS

17
Strength:

1. A profit making private limited Pesticide Company. The

company has been making good profits.
2. Company has a strong R & D wing in pesticides and is also
developing the seed research and development wing.
3. Company has a good market share in U.P.
4. Strong brand image for its product. Its products are
considered to be of good quality.

Weakness:

1. Most of the decisions are based on traditional selling

concept. The company focuses on selling its products only
during the peak season. Otherwise there is no marketing effort.
2. Less market development attitude and high profit earning
motto.

Opportunities:

1. Growth in pesticide market in the operational area of the

company.
2. Marketing of pesticide/ services under one roof. The
company has all its business under one management and the
different products like seed and pesticides are sold under the
name Dhanuka.
3. Increase in market share of pesticides.
Threats:

18
1. Huge competition from national as well as multinational
companies. MNCs have a strong research and development
base.
2. Requires large investment for developing different molecules to
meet the demand of farmers. With pests becoming resistant to
existing molecules, discovering or inventing new molecules is a
difficult as well as a costly exercise.
3. Uncertainty in market factors and changing market scenario.
4. Wide variation in demand. Demand of the products varies with
the season, and also depends on the kind of crop the farmer is
growing in the particular season. Demand is also affected by
incidence of pests or diseases, which is quite uncertain and
does not follow a pattern.
5. Agriculture is also called the ‘gamble of monsoon’. Pesticide
demand also depends on the rainfall, especially during the
kharif season.

District Pilibhit

19
District Pilibhit is located in the Tarai region. It comes in the
agro climatic zone 3. The soil of Pilibhit has pH 7 to 8.1.

Pilibhit is surrounded by districts U S Nagar on its north,

Shahjehanpur in its south, Lakhimpur in the east and Bareilly in
the west.

Block wise map of Pilibhit

Pilibhit has 3 tehsils namely Bisalpur, Puranpur, and Pilibhit.

There are 7 Blocks in the district which are Amaria, Marori,
Lalorikhera, Barkhera, Bisalpur, Bilsanda and Puranpur. There
are 1443 villages in the district.

Agricultural loan which is important input in agriculture were

disbursed to the tune of Rs 492 crores in 2006-07 which was
almost of 2003-04 which shows that more farmers have access
to agricultural loans. Therefore it can be inferred that agriculture
is advancing.

20
The total area of the district is 3504 sq km. Of the 377775 ha
area of the district 235092 ha is cultivated. Out of 2.35 lakh
hectares cultivated area 2.25 lakh hectares are irrigated. Of the
total area 61 % is under cultivation and 21.1% under forest.

The gross sown area in the district is 4.19 lakh ha and the
cropping intensity 178.4%. 84% of the farms are less than 2
hectares in size.

The major crops grown in the district are Paddy, Wheat and
Sugarcane. The other crops grown in the district are Maize,
Bajra, Soybean, Moong, Urd and Black gram, The horticultural
crops grown are Mango, Litchi, Banana and Guava. Pea, Chilli,
Tomato, Cucurbits are the vegetables cultivated. Medicinal
plants are grown in a very small area.

Pesticide industry in India

21
The total consumption of pesticides in India is about 500 million
tonnes making it the 10th largest consumer of pesticides in the
world. India is presently the largest manufacturer of basic
pesticides among the South Asian and African countries, with
the exception of Japan. The Indian pesticides market is the 12th
largest in the world with a value of US$0.6 bn, which is 1.6% of
the global market pie. India is one of the most dynamic generic
pesticide industries in the world, having a total installed capacity
of technical grade pesticides consisting of large and medium
scale and 400 pesticide formulators (of all sectors) spread all
over the country for use in agriculture, public health, household
and plant protection. Overall, it can be said that there is a bright
future for agro-chemical companies in India in the post-patent
era.
Our country is endowed with a good degree of ethnic and
regional diversity. About three-fourth of the total population
resides in the rural areas and majority of them are dependent
upon agriculture for their subsistence. Agriculture contributes
about 24.7% to the Gross Domestic Product (GDP) of the
country. It also contributes about 13.1% to the total Indian
exports. This sector provides employment to 58.4% of the
country's workforce and livelihood to more than 650 million
people. Despite this fact, the condition of these people has not
shown any significant improvement.

The development of the nation largely depends upon the

development of the rural population. Mahatma Gandhi had once
said: "India's way is not Europe's. India is not Calcutta and
Bombay. India lives in her several hundreds of villages".

22
Pesticide is the most important input component for productive,
agriculture. In the significant advances that India made in
agriculture in the last four decades, the role of the pesticide
sector has been substantial. The expansion of pesticide
industry has occurred in parallel with growth in agricultural
productivity. Given the fact that sustained growth to cope with
increasing demand will depend more on the pace of
development and adoption of innovative technologies, the
pesticide would continue to be a vital component for decades to
come. The organized pesticides industry of the country is just
forty years old. Yet, its growth has been phenomenal. India is
one of the few countries where the pesticide sector is already
reasonably advanced. The private pesticide industry is no more
confined acquired technological strength to cater to the
molecular needs of tomorrow but to just production and
marketing of pesticide. It has as well acquired technological
strength to cater to the molecular needs of tomorrow.

Today 144 Pesticide molecules are registered in India, 65

technical grade pesticides are manufactured indigenously, Bulk
of the production is insecticides followed by fungicides and
herbicides. There are around 400 manufacturing units involved
in the production of pesticides technicals and their formulations.
Also almost every MNC banning the Japanese have invested in
the production of pesticides in India.

Certain Indian Companies have made substantial investments

and have made a name and reputation for themselves in the
world markets. India is now recognized as an important source
for supply of generic products. A very large number of units in

23
the small scale sector are involved in formulations and sell their
products essentially on regional basis.

Given the large and well spread manufacturing base, it would

seem that India should be in a very happy situation in protecting
its agricultural wealth from the ravages of pests and diseases.
Certain environmentalists have even opined that large scale
use of pesticides is seriously affecting our environment. Yet we
lose more than Rs.20,000 crores of crops due to pests. Another
significant aspect of the pesticides business in India are the
challenges of marketing. Due to poor infracture of
communication and road/rail network, the marketing of crop
protection chemicals is a very expensive business. The problem
are duly compounded by the gross musses of authority by the
officials and inspections of many of the states who instead of
properly regulating the use of pesticides are in fact strangulating
pesticide manufacturers, dealers and distributors.

India produces 90,000 metric tons of pesticides a year. India’s

pesticide industry is the largest in Asia and the twelfth largest in
the world. With over 400 million acres under cultivation and over
60% of the country’s population dependent on agriculture, the
country’s economy depends on the agricultural sector to a
substantial extent.

India loses nearly 30% of its potential crop to insects, weeds

and rodent attacks. The Pesticides/Crop
Protection/Agrochemicals industry plays a crucial role in
protecting crops from damage by weeds, pests, insects and
fungus, both before and after harvest. This helps to increase
crop yields, which is important given the rate at which cultivable

24
land is shrinking.
Pesticides, also referred to as agrochemicals, are chemical
compounds used for crop protection. The industry manufactures
two main types of products :-

a) Technical grade pesticides (the basic concentrated chemical

compound).

b) Formulations from these technical grade pesticides (the

usable form of pesticides).

Technical grade pesticides are both manufactured locally as

well as imported.

25
 CHAPTER 2: RESEARCH METHODOLOGY

Research design:
The research was designed to be descriptive. A descriptive
research study is concerned with describing the characteristics
of a particular group. In this kind of study the researcher must
be able to define what he wants to measure and must find

26
adequate means of finding and measuring it. The design must
be rigid and provide for protection against bias and maximize
reliability.

Research Technique:
Schedule was used to collect relevant data. The schedule was
designed by the company officials. It consisted of open ended
questions (The respondent would have to enter the answers).
A schedule is similar to a questionnaire but the difference is that
the schedule is to be filled by the enumerator (researcher or a
person appointed for the purpose). The enumerators go from
respondent to respondent asking questions in the order given in
the schedule and record the answers in the spaces provided.

Research Tools:
The interpretation was done with the help of percentage
analysis and by calculating the mean of the response given by
the respondents (The response was quantitative).

Sampling Technique:
Random Sampling was used to determine the respondents. I
visited most of the government officials as it was required in the
project. The officials I queried were District Agriculture Officer,
District Horticulture officer, District Cane Officer, Plant
Protection Officer and the various officials of the Blocks.

27
The project required me to make visits to the mandis, and the
district agriculture officials. I met farmers who were visiting the
mandis to sell their produce. The farmers I met were there to
sell either summer rice or vegetables.

70 farmers were interviewed, 10 from each block. 20

distributors were interviewed majority of them were from Pilibhit
and Puranpur blocks.

28
 CHAPTER 3: DATA ANALYSIS

Sale of Pesticides:

1. 450 MT Tonnes of Cartap Hydrochloride 4G (Caldan 4G) is sold

in the district. Dhanuka sells 5 MT of Caldan 4G which is 0.7%
of the total sale. UPL and Krishi Rasayan sell 5 MT and 40 MT
(5.7%) of cartap-hydrochloride.
Figure : Sale of Cartap Hydrochloride 4G

2. 3 MT of acetamiprid (Dhanpreet) is sold in the district. Share of

Dhanpreet is negligible or zero.

29
3. 8 MT of Quinolphos (Dhanulux) is sold in the district. Dhanuka
does not sell any of it.

4. Indoxacarb (Dhaava) has volume of only 0.5 KL

5. Bipenthrin sells only 100 litres

6. 0.7 KL of Kasubamycin are sold in Pilibhit district.
7. 2.7 KL of Pendimethaline is sold in the district.
8. 50 KL of Chloropyriphos (Dhanvaan) is sold in Pilibhit district.
Dhanvaan accounts for 0.3KL (0.6% ) of chloropyriphos sales.
Krishi Rasayan has sale of 15 KL and Devidyal 4 KL

Figure: Chloropyriphos sale (KL)

9. Carbendazim + M 45 has volume sales of 6.6 MT. Dhanuka

sells 1 MT of sixer.
Figure : Sale of Sixer
10.Validamycin (Sheathmar) has volume sales of 2.2 KL in the
district. Dhanuka accounts for only 0.15 KL i.e. 6.18%.
Figure : Sale of Sheathmar

11. 23.7 KL of Pretilachlor is sold in the district. Dhanuka accounts

for 2.1% of Pretilachlor’s market.

Figure: Sale of Pretilachlor (KL)

12.Sea weed extract (Dhanzyme) has 1039 MT sale in the district.
Dhanuka sells 40MT Dhanzyme , Krishi Rasayan sells 100 MT
and PI sells 70 MT of Zyme or sea weed extract.

Figure : Sale of Sea Weed Extract (MT)

30
13.Tricontanol sales are 105 MT.

There are chemicals from other companies which have good

sales.

Some of them are –

1. Chloropyriphos + Cypermethrin (Krishi Rasayan) – The

company sells 10 KL of this chemical
2. Phorate G is another important insecticide. PI sells 100 MT of
this chemical.
3. The most important weedicide of Paddy is Butachlor. More than
2 Lac litres of butachlor are sold and Machete of sinochem has
the largest share of 1 lac litres.
4. Imidacloprid 17.8 SL is used for controlling thrips. Around 5KL
of this are sold in Pilibhit District.
5. Isoproturon has sales of 4 MT in the district.

Farmers awareness of Dhanuka and its

penetration
1. 60 % of the farmers interviewed knew Dhanuka was an
insecticide, pesticide or herbicide company.
10% of the farmers had used a Dhanuka product.

Figure : How many farmers recognized and used Dhanuka products

2. The products that the farmers had used were craze, ozone and
dhanzyme.

31
3. 50% sale is from Puranpur mandi, 30% from Pilibhit and
Bisalpur gives 20% of the total molecule sale.
4. Most of the large farmers are situated in areas surrounding
Puranpur, Majhola, Amaria and Nurea.

CHAPTER 4: FINDINGS

32
 Pilibhit is one of the districts with the highest potential for the
sale of pesticides, fungicides and other agricultural inputs given
the high fertility of the soil and the farmers who are advanced
and keep up with the latest developments in agriculture.

A) Crop Acreage

Among all the crops grown in the district Wheat occupies the
largest area under cultivation i.e. 180000 hectares or around
446400 acres. Rice is cultivated in 160000 hectares and Sugar
cane in 70816 hectares. This shows that Paddy, Wheat and
Sugarcane are the most important crops in the district. These
crops have a high susceptibility to diseases and insects
signifying the great demand of pesticides in the district.

Oilseeds are also grown in large area i.e.16000 hectares. This

area includes both the seasons i.e. kharif as well as rabi.

Vegetables in kharif occupy an area of 1425 hectares. Of this

Brinjal is grown in 275 hectares, Okra in 325 hectares, chilli in
250 hectares and cucurbits in 575 hectares.

Rabi vegetables occupy 3282 hectares. The distribution of the

area under different heads is – potato 257, onion 240, tomato
230, okra 270, brinjal 310, chilli 425 and cole crops 650
hectares.

Pulses occupy an area of 550 hectares.

33
B) Competition

Apart from Dhanuka the companies doing business in the

district are BASF, Bayer, Biostadt, Dupont, Excel, Gharda, PI,
Nagarjuna, Rallis, Syngenta, UPL, Krishi Rasayan, Crystal
Phosphates ltd and a host of local companies like Somanil,
Parijat etc.
Crystal Phosphates ltd has the greatest turnover in the district
which is around Rs. 2.25 crore.
Krishi Rasayan stands at number 2 with a turnover of Rs. 1.75
crore.
The largest companies in the district in terms of turnover are
Crystal Phosphates Ltd.(Rs. 2.25 crore), Krishi Rasayan (Rs.
1.75 crore), Bayer (Rs. 1.5 crore), Syngenta (Rs. 1.25 crore),
Rallis India (Rs. 1 crore)and Biostadt(Rs. 1 crore).
Dhanuka has a turnover of Rs. 0.48 crore.
Figure 2: Turnover of a few companies

C) District Sales of Chemicals*

The Agriculture department provided data regarding the sales of

chemicals in the district. The sale was according to the
technical content.

Category Department Private Sale*

34
 Sale*
Insecticide Dust 10213 kg 93000 kg
Insecticide 1870 l 17220 l
Liquid
Fungicide 5987 l 33996 l
Herbicide 6721 l 75210 l

1. The private sale (by dealers) of insecticide dust and granules in

Kharif season in 2008-09 was 60000 kg and in the Rabi season
was 33000kg.
2. The private sale of insecticides liquid was 10000 litres in Kharif
and 7220 litres in Rabi.
3. 38850 l of herbicide technical content was sold in Kharif and
36360 l in Rabi season by the private players.

*The quantity mentioned is in technical grade.

Of the 70 farmers interviewed two had 2 hectares land, fifteen

farmers owned land between 2 and 4 hectares, 27 farmers
owned land between 4 and 10 hectares. Twenty five farmers
owned more than 10 hectares.

Major Insects –

1. The main insects of Paddy are Termite, Borer, Brown Hopper

2. Main insects of Sugarcane are Termite, Shoot Borer and Top
borer.
3. The main insects of Wheat are Termite and Aphid.
4. Potato crop is infected by Aphids.
5. Pod borer is major pest of pea.
35
 Major Diseases –

1. Major Paddy disease is Blast.

2. Major diseases of Wheat are Karnal bunt and Rust.
3. Major disease of Sugarcane is Red rot
4. Major diseases of Pea are Rust, Mildew, and Blight.

Insect Control

1. For control of insects in Paddy the insecticides used mainly are

Chloropyriphos , Monochrotophos, Cartap 4G, Cypermethrin
and Endosulphan.
2. In sugarcane, Cartap 4G, Chloropyriphos + Cypermethrin and
fipronil (Regent) are used.
3. Insects of potato are controlled by applying monochrotophos or
furadon.
4. Imidachloprid is used to control thrips and pod borer in pea

Weed Control

36
1. For weed control in Paddy the most common herbicide is
Butachlor 50% ec. It is used in almost 70% of the paddy
growing area. Pretilachlor is the next most common used
pesticide. Around 24 KL of pretilachlor are sold in the district.
2. Sulfosulfuron and Metribuzin are used for weed control in
wheat.
3. In Sugarcane metribuzin, atratof, 2,4-D, glyphosate, atrazine
are used to control weeds, but usually manual weeding is done.
4. Metribuzin is used in potato for weed control.

Disease Control:

1. For control of Rust, Mildew and Blight in pea Bavistin,

streptrocyclin are commonly used. Sulfur is also used to control
powdery mildew.
2. Redomil of Syngenta, Bavistin, Thiram etc are used to control
fungal diseases in Potato.

CHAPTER 5: RECOMMENDATIONS
37
1. The company should increase the marketing staff in the district to
handle sales and promotion as most of the distributors complained
about shortage of staff in the district. There were only 3 field
assistants in the district which is not sufficient to handle all the
activities related to sales and promotion. Besides the sales
executive did not visit distributors in Amaria block. Sufficient staff
should be appointed (including field assistants).
2. Beef up the promotional activities for Dhanuka’s products, as the
product knowledge among the farmers was very less. Very few
farmers had used Dhanuka’s products, and usually these had to
be pushed by the distributors. Farmers did not come asking for a
product of Dhanuka, but they did ask for products of companies
like Syngenta, Devidyal etc.
3. Create a core group of molecules (that have the highest volume
sales) and promote them extensively. The group should contain
38
 Caldan 4G, Craze and Dhanzyme. These molecules had the
highest sales among all the molecules produced by Dhanuka, but
were promising products, and the molecule category had great
potential.
4. Result demonstrations should be held at farmers’ fields to show
the quality of Dhanuka products. In result demonstration, a product
is used in a given field and the results are compared to nearby
fields in which another product was used, or with a control plot.
The differences in results of the two can be judged by the farmers.
This will also justify the higher price (which is comparable to
MNC’s) of Dhanuka products.
5. Distributors were reluctant to push sales of Dhanuka as they got
better deals and margins from other companies, especially local
ones. The local companies gave margins of about 50%. Dhanuka
should work out deals which are attractive to the distributors. Since
it is not possible to give such huge margins as that will mean
reduction in the quality, the company can bring out lucky draw
schemes or other ways to encourage distributors.
6. The company should also avoid giving distributorship to those who
have distributorship of local companies.

39
CHAPTER 6: CONCLUSION

40
Pilibhit is one of the largest agri-inputs markets in Uttar
Pradesh. Intensive farming is practised in the district with a crop
intensity of 178%.

Cartap Hydrochloride has volume of 450 MT in the district of

which Dhanuka sells only 5MT . The main players selling the
molecule are Coromandel and Biostadt (50 MT each). There is
a lot of potential for increasing the sale Caldan 4G.

The market for chloropyriphos is 50 KL of which Dhanuka

accounts for only 0.3 KL which is very less.

Paddy crop has the highest potential for herbicides. 280 KL of

Butachlor 50 EC is consumed in the state for application in
112000 hectares. Pretilachor has a market size of around 24 KL
i.e. it covers about 19000 hectares of Paddy.

41
Sixer sells only 0.3 MT as compared to 6.6 MT of the total sale
of the molecule.

Farmers have begun to understand the importance of using

Plant Growth Regulators in their crops. The market for Sea
Weed Extract is nearly about 1000 MT. This shows that Sea
Weed Extract is used in nearly 50000 hectares (at an
application rate of 8 kg). And, unlike insecticides, which are
used at the incidence of insects, PGR are used in a crop to
increase its growth. Once the farmer who uses it is satisfied he
will use them regularly. Therefore it can be said that the market
for PGR is bound to grow and Dhanuka with its excellent
product can go to capture a large share of the market.

Dhanuka should increase the amount of publicity it does and

should extensively promote its products.

42
Season Crop Area (ha)
Paddy 160000
Pulses 550
Brinjal 275
Kharif Okra 325
Chilli 250
Cucurbits 575
Total 161975
Wheat 180000
Potato 257
Onion 240
Tomato 230
Okra 270
Rabi
Brinjal 310
Chilli 425
Cole Crops 650
Oilseeds 16000
Sugarcane 70816

Table: Crop Acreage

43
 Appendix I

List of Agriculture Department Officials

S.
Name Designation Mobile No.
No.
1. Dr. V. B. Singh District Cane Officer 9410455539
2. Mr. Vijay Chand District Horticulture Officer 9369327087
3. Mr. Yashraj Singh District Agriculture Officer 9412430105
4. Mr. H. K. Upadhyay Deputy Director Agriculture 9450824281
5. Mr. Chet Ram Plant Protection Officer 9410896834

44
 Appendix II

Block Officials

S. Name Designa Headquart Contact

No tion er No.
1 Mr. P K Shukla BDO Amaria 97586250
20
2 Mr. Bhanu Pratap ADO AG Amaria 99170563
32
3 Mr. Dinesh Singh ADO ISB Amaria 97199398
20
4 Mr. R B Lal ADO SK Amaria 97616646
08
5 Mr Virendra Kumar ADO Amaria 94110911
Coop 46
6 Mr. Virendra Pal VDO SK Amaria 97200150
86
7 Mr. Rajendra GVA Amaria 97582794
Kumar Mathiya 11
8 Mr. Om PRakash VDO Amaria 97582792
80
9 Mr Yashwant Sinha GVA Amaria 94126670

45
 45
10 Mr. Ram Kishore GVA Amaria 94102598
78
11 Mr. Bhagwan Das GVA Amaria 94128705
17
12 Mr. Pankaj Sharma GVA Amaria 99271776
13
13 Mr. Babu Ram GVA Amaria 97191993
Gangwar 67
14 Mr Vikas Pandey GVA Amaria 99270805
47
15 Mr. Inder pal BDO Lalorikher 94123763
Singh Yadav a 25
16 Mr. Ram Prakash GVA Lalorikhera 94121341
Maurya 32
17 Mr. Najam Iqbal ADO Lalorikhera 94128468
Coop 79
18 Mr. Khem Pal Singh ADO Stat Lalorikhera 94128474
Gangwar 64
19 Mr. Karan Singh ADO ISB Lalorikhera 97593151
78
20 Mr. Dharam Das GVA Lalorikhera 94112859
Verma 84
21 Mr. Suresh Kumar ADO Ag. Lalorikhera 98376057
65
22 Mr. Nagendra GVA Lalorikhera 94116467
Kumar 65
23 Mr. Puran Singh GVA Lalorikhera 94110362
Panna 79
24 Mr. Rajesh Kumar GVA Lalorikhera 94123130
Gautam 30
25 Mr Jivan lal Arya BDO Barkhera 99196781
53

46
26 Mr. Virendra Pal ADO SK Barkhera 97200150
Sharma 86
27 MR. R D Gangwar ADO Barkhera 94568911
Coop 89
28 Mr. Vishambar GVA Barkhera 97199183
Dayal 05
29 Mr. Ramchandar GVA Barkhera 94576440
88
30 Mr. Ram Kishore GVA Barkhera 94102598
78
31 Mr. Jayanti Prasad GVA Barkhera 97586716
64
32 Mr. Vivek Verma GVA Barkhera 97586565
20
33 Mr. Ram Prakash GVA Barkhera 97596412
63
34 Mr. Dharmendra GVA Barkhera 97581647
Kumar 29
35 Mr Anil Kumar GVA Barkhera 94128518
85
36 Mr Prakash Kumar GVA Barkhera 94119770
Mishra 39
37 Mr. R K Shukla GVA Barkhera 97205659
36
38 Mr. Mahesh ADO St Barkhera 94128468
Chandra Verma 70
39 Mr Govind Prasad ADO ISB Barkhera 97601380
Tripathi 72
40 Smt Sudha Arya BDO Marori 93697223
77
41 Mr Jalaluddin GVA Marori 92598017
96
42 Mr Akhilesh Kumar GVA Marori 94100277

47
 Singh 22
43 Mr. Narendra GVA Marori 94128089
Kumar Singh 60
44 Mr. Rupesh Kumar GVA Marori 94112843
Singh 90
45 Mr. Mussaraf GVA Marori 94574324
Hussain 57
46 Mr. Ashok Kumar GVA Marori 94106255
Singh 29
47 Abhas Kumar ADO Marori 94116897
Singh 13
48 Mr. Lal Bahadur GVA Marori 94112856
69
49 Mr. Dhirendra BDO Puranpur 94151644
Kumar Sen 95
50 Amol Kumar Puranpur 94100252
75
51 Lal Bahadur Puranpur 94112856
Gangwar 69
52 Brijesh Puranpur 94126670
81
53 Lal Bahadur Morya Puranpur 97193369
95
54 Surendra Singh Puranpur 94119761
22
55 Virpal Singh Puranpur 94106260
56
56 Pankaj Sharma Puranpur 97959512
74
57 Harish Bharati Puranpur 94126792
54
58 Raja Ram Puranpur 94114972
97

48
59 Kripa Kumar Puranpur 97196460
58
60 Dinesh Kumar Puranpur 94506403
38
61 Atul Pathak Puranpur 94114960
98
62 Pawan Puranpur 94124827
12
63 Rajiv Puranpur 94125548
93
64 Suresh Puranpur 94108198
54

49
 Appendix III

List of distributors
Contact Turno
Name of Firm Place Contact Person No. ver
Rohilkhand Krishi Seva 9412329
Kendra Amaria Ashok Kr Gupta 762 0.55
9410627
Punjab Pesticides Amaria Gurvinder Singh 804 0.2
Dashmesh Khad 9759669
Bhandar Majhara, Majhola Gurnam Singh 120 0.1
9412585
Vijay Khad Bhandar Puranpur Govind Lal Sharma 334
Umesh Chandra 9410024
Krishi Agro Enterprises Puranpur Jaiswal 243 0.45
Durga Khad Bhandar Puranpur Rajesh Gupta 5
9456059
Pubjab Khad Bhandar Puranpur M. Z. Khan 899 2
9412433
Shukla Khad Bhandar Puranpur Ashish Shukla 970
9412482
RBS Mittal & Co Bisalpur Devendra Agarwal 459 0.18
9927990
Pal Agro Traders Majhola Jaspal Singh 512
9412296
Friends Khad Bhandar Majhola Dilbag Singh 342 0.88
9997499
Chandra Agro Traders Nurea Tara Chandra 510 0.45
9428470
Singh Agro Traders Nurea Malkit Singh 68 0.25
9456084
Agarwal Khad Bhandar Pilibhit Rakesh Kumar 443
Chaudhary Agro 9411285
Traders Pilibhit Satyendra Mishra 027 1.4
Master Beej Bhandar Pilibhit Navneet 9412380 0.35

50
 378
Swadesh Kumar 9412531
Keshav Enterprises Pilibhit Gupta 614 0.4
9412134
Pilibhit Khad Nigam Pilibhit Navin Agarwal 485 7
9761882
Upasana Agro Traders Pilibhit Shyam Bahadur 948 0.3

Appendix IV
Questionnaire for Distributor

Name of mandi: --------------------------------------------------- Date:

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

Name of the firm: ------------------------------------------------ Add:

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

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

Contact person: -------------------------------------------------- Mob:

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

Name of Interviewer: ------------------------------------------

(1) What is the crop rotation of the area:-

1.

2.

3.

4.

(2) Name of the companies for which you are dealing & their turn over:

51
S.N Name of the company Turn over in Lac.
o.

(3) Name of the top 3 distributors of mandi:-

Name of distributor Place Total Turnover (Lac)

(4) Main product & their Volume company wise in the mandi :-

Compan Product/V Product/V Product/V Product/V Product/V Product/V Product/V

y ol. ol. ol. ol. ol. ol. ol.

52
(5) Total market potential (volume) main products (Qty in LT /Kg):

Product / Tech Total market Main market player Total potential

name size

(6) Total sales company wise for the year 2008-09 (value in Lac):-

S.No Name of the company Total sales 2008-09

.

53
 Appendix V
Questionnaire for Agriculture Department
1. Main crops of the area, their acreage and main insect / disease / weeds problem
of crop :-

KHARIF:-

Crops Acreage Main Insect Disease Weeds

RABI:-

Crops Acreage Main Insect Disease Weeds

54
VEGETABLE:-

Crops Acreage Main Insect Disease Weeds

Appendix VI
Questionnaire for Farmers
Name of the farmer: --------------------------------------------S/o
-----------------------------------------------------------

Village: --------------------------------------------------------------District:
-----------------------------------------------------

Mobile No:
-------------------------------------------------

Total land holding: ------------------------------------------------

(8) Main crops of the area, their acreage and main insect / disease / weeds problem of
crop/ confirm that farmer can read leaflet:

KHARIF:-

Crops Acreage Name Product used

Main Insect

Disease

Weeds

55
 Main Insect

Disease

Weeds

Main Insect

Disease

Weeds

RABI: -

Crops Acreage Name Product used

Main Insect

Disease

Weeds

Main Insect

Disease

Weeds

Main Insect

Disease

Weeds

VEGETABLE CROPS:-

Crops Acreage Name Product used

Main Insect

Disease

Weeds

Main Insect

56
Disease

Weeds

Main Insect

Disease

Weeds

57