MARKETING OF AGRI INPUTS

New legislation To create a climate for the growth of seed industry Enhance seed replacement rate Boost the export of seeds/ import of germplasm

Production of Breeder seeds Production of Foundation seeds Distribution of quality seeds

: 1.1 la quintals -2008-09 : 9.69 la. Qtl. : 190.0 la.qtl.

Seed Replacement rate: Percentage of area sown out of total area of crop planted in a season, by using certified/ quality seeds other than the farm saved seeds.

Expanding the production and supply of high quality seeds Enhancement of seed replacement rate Create a facilitative climate for growth of a localised and competitive seed industry Safeguarding the interest of Indian farmers and conservation of agro-bio diversity Sustained increase in agricultural production and productivity by developing new and improved variety of seeds and an efficient supply system

Critical input for sustained growth of agriculture 4/5 farmers rely on farm-saved seeds leading to low seed replacement rate Indian seed programme- State and Center ICAR, SAUs, Co-operatives and Corporate Sector 15 State Seed Corporations/Two national Level Corporations (NSC/ State farm Corporation of India) Quality Seed Scheme (GoI)- Rs.445.81 Cr. (2008-09) Seed Village Programme- Improving quality of farm saved seeds 25000 Seed Villages (2008-09) Certified/Quality seed production- 194.31 la Qtl to 250.35 la.Qtl (2007-2009) Amendment of seed legislation (Seed Act 1966)

Sources: Retained from Previous years crop Seed obtained from fellow farmers/ grain traders Purchased from formal seed industry

Stages of seed production Breeder Seed: organized by ICAR/ Pvt. Players Foundation Seed Certified Seeds-

Seed or vegetative propagating material directly controlled by the originating/sponsoring plant breeder. They are genetically so pure

Foundation seed Progeny of breeder seeds Certified seed Progeny of foundation seed.

High Yield

Better Grain Quality

Resistance to Pests and Diseases

India- 1/3 production Average Growth rate 9% Tractor density- 14 machines/1000 ha. 36% of world market

Segmenting-Targeting- Positioning Segmentation: dividing a heterogeneous market into several sub markets or homogeneous sub sets of consumers. Each subset is a target market Each to be reached through a distinct marketing mix Advantages over mass marketing: Helps Distinguish one customer profile from another within a given market Helps create fine tuned product offering Helps in better pricing to match target segments

Farm Segment- L/M/S/MAR/AL (75%) Non-Farm Segment- Artisans, Craftsmen, Daily wage Laborers, Traders, Entrepreneurs, etc. General Segmentation Self employed farmers Daily wage laborers Salaried Employees Traders and Micro Entrepreneurs

Heterogeneity Socio-cultural differences across regions- Caste based hamlets Variation in Population size and density of villages Disproportion in levels of infrastructural development Imbalanced Media exposure levels (Media-dark/media-grey and media-green regions) Variation in literacy levels Disparity in income levels and income flows Family structure