mahyco summer intern report

K. Ravi teja 13 June 2015

Submitted By:

K. RAVI TEJA (PRN No 14020242017)

Agri Bussiness (2014-16)

Symbiosis Institute of International Business

Under the guidance of

Name of the Project Guide with designation

Mr. Guru Prasad, Unit Leader and Head VRC

Mr. Nataraja.G.L, Product Manager

Name of the Faculty mentor

Dr. KETAKI BARVE

MAHYCO SEEDS

SALES & MARKETING

Hybrid Chili Market surveys & analysis of effective field promotional campaigns in A.P & Telangana markets


Contents

1. Acknowledgement (Pg- 3)

2. Executive Summary (Pg- 4)

3. Organization Profile (Pg 5-14)

4. Need & Objectives (Pg -15)

5. Research Methodology (Pg -16)

6. Report on Farmers Survey (Pg 17-25)

7. Report on Distributors and Dealers Survey(Pg 26-31)

6. Report on Nursery survey (Pg 31-34)

7. Report on Traders’ survey (Pg -35)

8. Effective field Promotional Campaigns (Pg 36-37)

9. Recommendations (Pg 38-39)

10. Annexure (Pg 40-45)

11. References (Pg 46)


ACKNOWLEDGEMENT

I take it to be the proud privilege to avail this opportunity to express my sincere

& deep sense of gratitude to my learn guide Mr. Guru Prasad, Unit Leader

and Head VRC, Mr. Nataraja.G.L product manager

Mr. Pradeep Reddy Regional Manager at Hyderabad to his stimulating

guidance, constructive suggestion, keen & sustained interest & incessant

encouragement bestowed during the entire period of investigation, as well as critically

going through the manuscript.

I feel it to be my primary duty to express our thanks to Shridhar Dhanagare

for his consistent efforts and strives to keep the progress of work genuine by providing

the necessary facilities.

I have my privileged to express sincere and deep sense of gratitude to Suhas

Jadhav for his due attention and encouragement during the period.

Words can hardly register the sincere and heartfelt felling which we have for

Mr. Nagendra kumar Hyderabad Marketing department and other staff members

for their kind co-operation and help as & when needed.

Special thanks to all TBM and TFA such as Sushil, Sunil Singh, Gupta,

Brahamm for their ever willing cooperation. With out there cooperation this work

impossible.

I express my deepest sense of gratitude Symbiosis Institute of International

Business, Pune for insight, inspiration and constant encouragement and supports.

Last but never the least , we would not forget to our deed sense of respect

towards our parents without whose blessing it would not have been possible for us to

complete our project works.

Place:- Pune

Date:- / /


Executive Summary

I worked as a summer intern with Maharashtra Hybrid Seeds Co. Ltd for 2

months. I was located at Khammam.

Mahyco want to know his chili product (Tejaswini) demand in market and effect on

field promotional campaigns in AP and Telangana markets by this what are the problems

facing by the consumers for this what are the changes should be done by company to create

more demand in market

In the process of this ” I prepared and conducted Farmers Survey, Dealers Survey,

Distributor’s Survey, Nursey Survey, and Traders Survey . In the process I went to the

Farmers, Dealers, Nursey and Traders with the questionnaires to register their responses.

Apart from this I also did 4 Days Field visit on Field Promotional Compaigns.

Finally, I analyzed with the responses of all stakeholders on the basis of my above reports.


Organization Profile

Maharashtra Hybrid Seeds Company Limited (popularly known as MAHYCO) is a

pioneer and leader in the private seed sector in the country. It is the largest private sector seed

company in India with a strong focus on developing quality hybrid seeds for the Indian

farmers. Founded in 1962 by Dr. B. R. Barwale, the father of seed industry in India and an

entrepreneur who leveraged his farming background to carry out pioneering work in seed

development, the company has grown four-fold in last two decades achieving various

milestones.

Mahyco is currently engaged in research, development, production, processing and

marketing of 115 products in 30 crop species, including cereals, oilseeds, fibre crops and

vegetables. It has to its credit 21 notified research varieties. The company has a state-of-the

art R&D centre at Dawalwadi near Jalna in Maharashtra, with ongoing hybrid breeding

program in over 30 crop species. Apart from the main R&D centre in Jalna, Mahyco has 5

more research centers and 18 multi-location crop performance testing centers distributed

across the country with over 200 scientists engaged in the research programs.

In 1997, Mahyco was awarded the ISO 9001 certification for product development,

production and processing. This was subsequently renewed as ISO 9001:2000 standards

during 2007. Mahyco’s certification represents the largest multi-location certification in India

and one of the largest in the world, covering all of Mahyco’s different locations. Worldwide,

Mahyco was the first company to successfully commercialize hybrid cotton and the first

company in India to produce and market hybrid sorghum, pearl millet and sunflower. It was

also the first company to receive the Government of India’s approval in 2002 for


commercialization of insect-tolerant Bt cotton (Bollgard). After the success of Bt cotton,

Mahyco has developed insect-tolerant Bt Brinjal for the benefits of Indian farmers.

Mahyco has a long track-record of supporting and participating innovative research

and initiatives in agriculture in partnership with public institutes and private companies, and

has actively participated in a number of projects under the aegis of the Department of

Biotechnology (DBT), Government of India.

Mahyco has a network of over one lakh farmers in 30 production centres and more than 5,000

sales and marketing outlets across the country.

MAHYCO is the manufacturer, exporter, importer and supplier of the following product

range:

• Cotton Seeds

Bollgard Cotton Seeds

Indian Cotton Seeds

• Field Crop Seeds

Paddy Seeds

Wheat Seeds

Bajra Seeds

Maize Seeds

Jowar Seeds

• Oil Seeds

Sun Flower Seeds

Castor Seeds

Soyabean Seeds

Mustard/Rape Seeds

• Vegetable Crop Seeds

Chilli Seeds

Okra Seeds

Tomato Seeds

Cucurbit Seeds

Cabbage Seed


How do they work:-

Mahyco strongly focused on:-

PACKAGING

STORED DELIVERED TO MARKET

PRODUCTION CENTRE

TESTING FOR QUALITY STANDARDS

SEEDS ACCEPTED/REJECTED

FARMERS

SEEDS

MARKETTING

PROCESSING

PROCUREMENT AND

PRODUCTION

RESEARCH & DEVELOPMENT


Vision & Mission

Vision - Feed the World with Indian Agriculture

To bring the best of science into the Indian fields, it is the socio-economic vision of the

company to empower the farmers with the best of seeds and to enhance the agricultural

productivity of our Country.

Mission - Enhance Cultivation with the Art of Science

Protect the present agricultural face of India from the challenges of the future by

strengthening our farmers with the best of technology and innovation. We believe in being

static in values but dynamic in learning and adapting the best of the world to create a green

India.


SWOT Analysis of Mahyco tejaswini seeds

Analysis of the company on the following parameters:

Strength

Weakness

Opportunities

Threat

Strength

Good Quality hybrid seeds

Wider product line

Company brand and image

Farmer and Sellers satisfaction with yield

Strong research and development

Strong capacity for processing and packing

Weakness

Less number of field staff as compared to sale

It has to improve the quality of seed

Communications gap between farmers and staff

No company office in Taluka

Poor in promotional activities

Opportunities

Area under chilli is increasing

Rising demand on chilli seeds

Strong backup of R & D facility

Company can provide good quality of seeds high yielding varieties, disease and pest

resistance varieties

For exporting mostly teja variety is used

Threat

Increasing competition in seed industry

Competition from local brands

Price sensitive customer


Product Information

Chilli

Botanical name: Capsicum annuum

Plant type: Vegetable

Sun exposure: Full Sun

Soil type: Sandy - loam, clay loam and loam soils

Chillies are produced throughout the year. Two crops are produced in kharif and

rabi seasons in the country. Chilli grows best at 20–30°C. Growth and yields suffer when

temperatures exceed 30°C or drops below 15°C for extended periods. The crop can be

grown over a wide range of altitudes from sea level upto nearly 2100 meter.

The most important chilli growing states in India are Andhra Pradesh, Maharashstra,

Karnataka and Tamil Nadu, which together constitute nearly 75 per cent of the total area.

Andhra Pradesh tops the list in dry chilli production followed by Tamil Nadu, Maharashtra,

Orissa and Karnataka.

Care

Harvesting should be done during early mornings, It should be avoided during rains

or just after rains.

While harvesting fruits, care should be taken to hold stalks firmly and fruit should

be pulled upward gently, breaking the base of the stalk

The harvesting should not be delayed as delayed harvesting gives poor quality

produce

The product should not be stored for longer period except in case of cold storage

with moisture proof plastic liners (polythene bags) preferably between 0-10o C with

65 to 70 percent humidity.

http://www.almanac.com/plants/type/Vegetable

http://www.almanac.com/plants/sun/Full%20Sun


Storage

Storage is a very important component of marketing which has a direct impact on

the prices. Adequate storage facilities will help in effectively distributing and marketing at

all times and in all places. Storage function thus is responsible for balancing supply and

demand situation.

In India, different states follow different methods of storage. In some states the

chillies are stored in markets with the commission agents in their shops for 5 to 30 days.

The farmer also stored chilli in the houses for about 5 to 15 days. The chillies are mostly

stored in gunny bags by the producers, wholesaler and exporters for a period of 1 to 6

months depending upon the market conditions. In places like Orai chillies are stored by

producers in earthen pots even for one year. In cities like Murshidabad & Jalpaiguri of West

Bengal chillies are stored in Bamboo basket by the farmers in their own house.

The farm level storage capacity among the Chilli growers is not adequate in the

country. Well maintained storage units in the market yards with low and uniform storage

charges would encourage more farmers to store Chillies in the market places and improve

their bargaining capacity.

Storage facilities are of three types, namely

(i) Farmer storage, /Producers storage

(ii) Community storage (Rural Godowns/Mandi Godowns).

(iii) Commercial storage (Central warehousing/State Warehousing Corporations)


Mahyco Chilli Hybrid Seeds

MHP 1- Tejaswini

With best export quality and high capsaicin & industrial value, this short length

variety has a shiny dark red color.

MHCP 317- Sierra

Green

These fresh green, medium long and shiny green fruit are heavy bearing and

have good rejuvenation capabilities. This hybrid variety is tolerant to powdery mildew.

http://www.mahyco.com/products/2/29/55/vegetable-crops/chillies-hybrid/mhcp-317-sierra

http://www.mahyco.com/products/2/29/55/vegetable-crops/chillies-hybrid/mhcp-317-sierra


MHCP 318- Tanaya

The variety comes in the form of fresh green, medium long and shiny fruits and

has good rejuvenation capabilities. This hybrid variety is also resistant to powdery mildew.

MHCP 310 - Teja

This short type and high yielding dual utility hybrid takes the form of dark green and

shiny red fruits with more fruit weight. This high yielding variety is tolerant to disease and

pests.

http://www.mahyco.com/products/2/29/56/vegetable-crops/chillies-hybrid/mhcp-318-tanaya


MHCP 321

With excellent rejuvenation coupled with capabilities of heavy bearing and longer

shelf life, this hybrid variety sports green and long fruit that is suitable only for green

purposes.


NEED & OBJECTIVES

Need of the study

The seed industry in India is going through rapid changes.

Unlike in past now there are hybrids of good products in the market.

The study will help in knowing the consumer behaviour towards the use of hybrid

seed of vegetable crops.

The work will be of great importance for Scientists, Extension officers and company’s

sales promotions.

Mahyco Possesses the unique selling proposition it becomes more important for the

company to study the satisfaction and awareness of hybrid seed and know the market

position of the Mahyco Company.

OBJECTIVE

To find out the market demand of Mahyco tejaswini in Khammam and Guntur

District

Company image in regarding the quality, packing and Availability of Chilli seeds.

To know about the Promotional Campaign in Andhra Pradesh and Telangana

Markets.

To find out problems faced by the stake holders of Mahyco tejaswini product


RESEARCH METHODOLOGY

Location of study:-

In present scenario the project was carried out in the Andhra Pradesh state

at Khammam, Guntur districts to know the market demand of Mahyco Company with respect

to the other private seed companies. This will help the company to formulate its marketing

plan.

Data collection:-

The information was collected from Farmers, Dealers, Nursery and Traders.

The interview scheduled was designed keeping in mind the objectives of the study.

Sample Size:-

201 farmers, 73 Dealers, 40 nurseries, and 20 traders were taken as a sampling

size for study.

Analytical Tool:-

Percentage Method

X

% = ------------------------------------------------ *100

Y

Where-

X= No. Of Respondents

Y= Total No. Of Respondents


On the basis on Farmers Survey

The following is observed in the usage of chilly seeds among 202 farmers in

different regions:

(Regions include Anantaram, Astanagurthy, Wyra, Beerolu, Thirumalayapalem, Chimmapudi,

Chowtapalli, Kusumanchi, Dhammaigudem, Dhasedu, Eslapudi, Gaigullapalli, Gopala Puram , Garla,

Gudimalla, Khammam, Guruvyagudem, Kathiraju Gudem, Kesavpuram, Konjierla, Medepalli, Enkuru,

Mudivancha, Narasimha guda, Palagudu, Pinapaka, Thallada, Pocharam, Raghavapuram, Rajalinga,

Ramapuram, Rebbavaram, Somavaram, Sriram puram, Suryatanda, Tanikalla, Tatipudi, Thatelapadu,

Thimmropeta, Thirthala, Thummalapali, Venkatapalem, Venkatapuram and Vepukunta).

0

20

40

60

80

100

120

140

160

180

Mah

yco

Tej

asw

ini

Aru

n

Aas

hir

wad

Kav

eri

Dh

amin

i

J.K

Jeev

a Lo

gix

Ash

win

i

Syn

gen

ta

No

bel

9

Loca

l/Tr

adit

ion

al S

eed

s

Max

Swat

i

Sup

er T

eja

Kee

rth

i Tej

a

Meg

aho

t

Mo

hin

i

Ro

hin

i

Nee

raja

Pen

ar

Agr

o S

eed

s

Rav

i Tej

a

Cam

psi

Gay

ath

ri

Nu

jivee

du

Sakt

hi

Ram

ya T

eja


The following table shows the no.of farmer’s using different brands across different

regions.

Mahyco

Tejaswini Arun Ashirwad Kaveri Dhamini J.K

Jeeva Logix

Ashwini Syngenta

Anantapuram 11 0 0 0 0 0 0 0 0

Astanagurthy 6 0 0 0 0 0 0 0 0

Wyra 16 0 0 0 0 0 0 0 0

Beerolu 3 0 0 0 0 0 1 0 0

Thirumalayapalem

11 0 0 1 0 0 6 0 0

Chimmapudi 5 0 0 0 0 0 0 0 0

Chowtapalli 5 0 0 0 0 0 0 0 0

Kusumanchi 20 0 0 0 1 1 1 0 0

Dhammaigudem 5 0 0 0 0 0 0 0 0

Dhasedu 3 0 0 0 0 0 0 0 0

Eslapudi 4 0 0 0 0 0 0 0 0

Gaigullapalli 5 0 0 0 0 0 1 0 0

Gopala Puram 4 0 0 0 0 0 0 0 0

Garla 15 0 0 0 0 0 0 0 0

Gudimalla 5 0 0 0 0 0 0 0 0

Khammam 5 0 0 0 0 0 0 0 0

Guruvyagudem 4 0 0 0 0 0 0 0 0

Kathiraju Gudem 7 0 0 0 0 1 0 0 0

Kesavpuram 4 0 0 0 0 0 0 0 0

Konjierla 1 0 0 0 0 0 0 0 0

Medepalli 3 0 0 0 1 0 0 0 0

Enkuru 9 0 1 2 5 0 0 1 0

Mudivancha 4 0 0 0 0 0 0 0 0

Narasimha guda 6 0 0 0 1 1 0 0 0

Palagudu 1 0 0 0 0 0 0 0 0

Pinapaka 7 0 0 0 2 0 0 0 0

Thallada 3 0 0 0 1 0 0 0 0

Pocharam 4 0 0 0 0 0 0 0 0

Raghavapuram 2 0 0 0 2 0 0 0 0

Rajalinga 2 0 0 0 0 0 0 0 0

Ramapuram 7 0 0 0 0 0 0 0 0

Rebbavaram 4 0 0 0 0 0 0 0 0

Somavaram 4 0 0 0 0 0 0 0 0

Sriram puram 1 0 0 0 1 0 0 1 0

Suryatanda 2 1 0 1 0 0 0 0 0

Tanikalla 8 0 0 0 0 0 0 0 0

Tatipudi 1 0 0 0 0 0 0 0 0

Thatelapadu 3 0 0 1 0 0 5 0 0


Thimmropeta 1 0 1 2 1 0 0 0 0

Thirthala 8 0 0 0 0 0 0 0 0

Thummalapali 6 0 0 0 0 0 0 0 0

Venkatapalem 4 0 0 0 0 0 0 0 0

Venkatapuram 3 0 0 0 0 0 2 0 1

Vepukunta 7 0 0 0 0 0 0 0 0

239 1 2 7 15 3 16 2 1


regions.

Nobe

l9 Local/Tradit

ional Max Swati

Super Teja

Keerthi Teja

Megahot Mohini Rohini

Anantapuram 0 0 0 0 0 0 0 0 0


Wyra 0 0 0 0 0 0 0 0 0

Beerolu 0 0 0 0 1 0 0 1 0

Thirumalayapalem

3 0 0 0 4 0 0 1 0

Chimmapudi 0 0 0 0 0 0 1 0 0

Chowtapalli 1 0 1 0 3 0 0 0 0

Kusumanchi 5 0 2 1 6 0 0 2 0

Dhammaigudem

1 0 0 0 0 0 0 0 0

Dhasedu 0 0 0 0 1 0 0 0 0

Eslapudi 0 0 0 0 0 0 0 0 1


Gopala Puram 0 0 1 0 0 0 0 0 0

Garla 0 0 3 0 0 0 3 1 0

Gudimalla 0 0 0 0 3 0 0 2 0

Khammam 0 0 0 0 0 0 0 0 0

Guruvyagudem

0 0 0 0 0 0 0 2 0

Kathiraju Gudem

0 0 0 0 0 0 0 3 0

Kesavpuram 0 4 0 0 0 0 0 1 0

Konjierla 0 0 0 0 0 0 0 0 0

Medepalli 4 0 0 1 0 0 0 2 0

Enkuru 5 0 0 1 1 0 0 2 0

Mudivancha 0 0 0 0 0 0 1 0 0

Narasimha guda

1 0 0 0 2 0 0 0 0

Palagudu 0 0 0 0 0 0 0 0 0

Pinapaka 0 0 0 0 0 0 0 0 0

Thallada 0 0 0 0 0 0 0 0 0



regions.

Neera

ja Penar

Agro Seeds

Ravi Teja

Campsi

Gayathri

Nujiveedu

Sakthi

Ramya Teja

Anantapuram 0 0 0 0 0 0 0 0 0


Wyra 0 0 0 0 0 0 0 0 0

Beerolu 1 0 0 0 0 0 0 0 0

Thirumalayapalem

1 2 0 0 0 1 0 0 0

Chimmapudi 0 0 0 0 0 0 0 0 0

Chowtapalli 0 0 0 0 0 0 0 0 0

Kusumanchi 0 0 0 0 1 0 0 1 0

Dhammaigudem

0 2 0 0 0 0 0 0 0

Dhasedu 0 0 0 0 0 0 0 0 0

Eslapudi 0 0 0 0 0 0 0 0 0


Gopala Puram 0 1 0 0 0 0 0 0 0

Garla 0 2 0 0 0 1 1 0 0

Gudimalla 0 0 0 1 0 0 0 0 0

Khammam 0 0 0 0 0 0 0 0 0

Pocharam 0 0 0 0 0 0 3 0 0

Raghavapuram

1 0 0 0 0 0 0 0 0

Rajalinga 0 0 0 0 0 0 0 0 0

Ramapuram 0 0 2 0 0 0 0 1 0

Rebbavaram 0 0 0 0 0 0 0 0 0

Somavaram 0 0 0 0 0 0 0 0 0

Sriram puram 0 0 0 0 0 0 0 0 0

Suryatanda 0 0 1 0 0 0 0 0 0

Tanikalla 0 0 0 0 0 0 0 0 0

Tatipudi 0 0 0 0 0 0 0 0 0

Thatelapadu 1 0 0 0 3 0 0 0 0

Thimmropeta 0 0 0 0 1 0 0 0 0

Thirthala 0 0 0 0 0 1 0 0 0


Venkatapalem

0 0 0 0 0 0 0 0 0

Venkatapuram

0 0 0 0 0 0 0 0 0

Vepukunta 0 0 0 0 0 0 0 0 0

24 4 11 4 26 1 8 18 1


Guruvyagudem

0 0 0 0 0 0 0 0 0

Kathiraju Gudem

0 0 0 0 0 0 0 0 0

Kesavpuram 0 0 0 1 0 0 0 0 0

Konjierla 0 0 0 0 0 0 0 0 0

Medepalli 0 0 0 0 0 0 0 3 0

Enkuru 0 0 0 0 0 0 0 3 0

Mudivancha 0 0 2 1 0 0 0 0 0

Narasimha guda

0 0 0 0 1 0 0 1 0

Palagudu 0 0 0 0 0 0 0 0 0

Pinapaka 0 0 0 0 0 0 0 0 0

Thallada 0 0 0 0 0 0 0 0 0

Pocharam 0 1 0 0 0 0 0 0 0

Raghavapuram

0 0 0 0 0 0 0 0 0

Rajalinga 0 0 0 0 0 0 0 0 0

Ramapuram 0 0 0 0 0 1 1 0 0

Rebbavaram 0 0 0 0 0 0 0 0 0

Somavaram 0 0 0 0 0 0 0 0 0

Sriram puram 0 0 0 0 0 0 0 0 0

Suryatanda 0 0 0 0 0 0 0 0 0

Tanikalla 0 0 0 0 0 0 0 0 0

Tatipudi 0 0 0 0 0 0 0 0 0

Thatelapadu 0 0 0 0 0 1 0 0 0

Thimmropeta 0 0 0 0 0 0 0 0 0

Thirthala 0 0 0 0 0 0 0 0 0


Venkatapalem 0 0 0 0 0 0 0 2 0

Venkatapuram 0 0 0 4 0 0 0 0 3

Vepukunta 0 0 0 0 0 0 0 0 0

2 8 2 7 2 4 2 10 3


regions.

Ramya Teja Other

Anantapuram 0 0

Astanagurthy 0 0

Wyra 0 2

Beerolu 0 0

Thirumalayapalem 0 0

Chimmapudi 0 0

Chowtapalli 0 0


Kusumanchi 0 0

Dhammaigudem 0 0

Dhasedu 0 0

Eslapudi 0 1

Gaigullapalli 0 0

Gopala Puram 0 0

Garla 0 0

Gudimalla 0 0

Khammam 0 0

Guruvyagudem 0 0

Kathiraju Gudem 0 0

Kesavpuram 0 0

Konjierla 0 0

Medepalli 0 0

Enkuru 0 0

Mudivancha 0 0

Narasimha guda 0 0

Palagudu 0 0

Pinapaka 0 0

Thallada 0 0

Pocharam 0 0

Raghavapuram 0 0

Rajalinga 0 0

Ramapuram 0 0

Rebbavaram 0 1

Somavaram 0 0

Sriram puram 0 0

Suryatanda 0 0

Tanikalla 0 0

Tatipudi 0 1

Thatelapadu 0 0

Thimmropeta 0 0

Thirthala 0 0

Thummalapali 0 0

Venkatapalem 0 0

Venkatapuram 3 0

Vepukunta 0 0

3 5


When farmers were asked about ‘how they were influenced to buy chilly seeds?’ the following

was observed:

Farmers were asked to rate ‘MAHYCO TEJASWINI’ on a scale of 1 to 5 (1=Excellent, 2= very Good 3= Good, 4= Average, 5 = Not satisfactory)

Parameter’s to be rated are ‘Quality, Yield, Color, Company Brand Image, Virus control, Availability

and Weight’.

Company Representative

Dealer Fellow Farmer DistributorDealer & Fellow

Farmer

TOTAL 7 60 111 21 2

0

20

40

60

80

100

120

INFLUENCERS

143

40 12 4 1

Yield

27

163

5 3 2

Quality


25

10272

0 1

Color

16

90

62

16 16

Excellent Very Good

Good Average Not Satisfied

Company Brand

2 2 7

91 98

Excellent Very Good


Virus Control

8

152

252 10

Excellent Very Good


Availability

8970

2411 6

Excellent Very Good


Weight


Farmers were asked about ‘How distinct is MAHYCO TEJASWINI’ from others?’, and

following is observed

11

65

89

29

7

Totally agree Agree Neutral Disagree Totally Disagree

DISTINCTION


On the basis of Distributor and Dealers Response

1. Business Type

Interpretation:-

Out of 73 respondents there are 13 distributors and 60 dealers of all the

companies

2. Which Company having more Demand

18%

82%

Business Type

Distributors

Dealers

25%

13%

13%

7%

9%

2%4%

2%

2%4% 7%

2%

2%

2% 2% 2%

4%

Which Company having more Demand Mahyco Tejaswini

Max

Super teja

Nuziveedu

JK

Lead Better Seeds

Sandya Seeds

Deccan seeds

Aadhaar Seeds

Syngenta Seeds

Ravi hybrid seeds

Sakthi

Dhamini

Kaveri

Mahindra and Mahindra

Tulasi

Vagro


Interpretation

From the above figure out of 73 respondents of Distributors and Dealers Mahyco tejaswini

has more demand in the market with 25% with follows by ,Max and ,Superteja 13%,JK 9%,

Nuziveedu and Sakthi 7%, others like Vagro Syngenta, Aadhar seeds 2%.

3. What is the counter selling

Interpretation

From the above figure out of 73 respondents of Distributors and Dealers.

Out of 100% The coumter selling of Mahyco tejaswini is 24% and other companies is 76%

The competitor for Mahyco tejaswini is Max Seeds

24%

6%

8%

2%2%

4%

4%2%

4%2%

2%

4%

6%

14%

4%

2%

8%

2%

2%

Mahyco Tejaswini

Deccan seeds

Super Teja

Ankur

J. K Seeds

Ramya Teja

Nujiveedu

Vimal seeds

Ashwini

Krishidhan seeds

Tulasi

Sandhya seeds

Deccan seeds

Max

Jeeva logix

Aditya

Nobel Seeds

Neo Seeds

Lead Better Seeds


4. What are the main Factors you look before buying

Interpretation

From above figure it was observed that the main factors look before buying

depends upon 40% on Demand from farmers 33% on Quality, and 27% on Price.

5. What kind of services do you expect from your Suppliers

33%40%

27%

What are the main factors look before buying

Quality Demand from farmers Price

47%20%

20%13%

What kind of services do you expect from your Suppliers

Quality of seeds Delivery Should be in Time

No Damage of seeds Quik Response


Interpretation

From above figure it was observed that 47 % of quality seeds, 20%

Delivery in time,20% No damage of seeds ,13% Quick Resonse, kind of service expect

from the suppliers

6. According to you which chilli seed is better? Why?

Interpretation

Out of 73 respondents it was observed that 31% o of Mahyco tejaswini , 15% of Max

seed, 7 % of JK seeds are good.

31%

5%7%

2%4%

5%4%

2%

15%

15%

2%2%

4%

2%

According to you which chilli seed is better? Why

Mahyco tejaswini Good QualityDeccan seeds - Good Size

JK - Good Size

Ramya teja Good Size

Mohini Good Colour

Vargro Field staff are good Nujiveedu The price is lowSagar seeds Good QualityDepend up onthe farmers

Max, Good Quality

Jeeva logix - Price is low

Shena seeds

Almost all are equal

Lead Better Seeds, More yield


7. How do you rate the quality of Mahyco tejaswini

Interpretation

From the figure it was observed that 53% people says the quality is

good, 27% says quality is average and 20% says the quality is poor

8. How easy to contact the support issues

Interpretation

From the figure it was observed that 53% says it is easy to contact the

support issues and 47% says it is hard to contact the support issues

53%

20%

27%

How do you rate the quality of

tejaswini

Good Average Poor

53%

47%

How easy to contact Support Issues

Easy Hard


9. Any Suggestions/Problems for Mahyco Tejaswini to increase the sales

Interpretation

Out of 73 respondents it was observed that 28% facing problem with Under sale, 15%

are facing problem with virus and the fruit length (At the time of 2nd

the size of chilli is

small comparing to others), 7% says that complaints given by famers were not rectified by

the staff and Because of virus the farmers were shifting to other seeds and finally 2% says

price is high and margin is not providing frequently.

28%

2%

15%

7%

2%

15%

2%

9%

2%7%

2%2%

7%

Any Sugesstions/Problems for Mahyco Tejaswini to increase the salesUnder sale was the main problem for Dealers and this is the main problem in the market.Mainly problem is virus.

Have to control the virus,at the time of 2nd picking the size of the chilli is small

Complaints given by the farmers were not rectifying by the Field staff members

Purity of crop is not there.

Virus & Price is the Main problem.

Proper advertisement is not there

No Suggessions

Margin is not providing frequently

Because of virus the sales were decrease and farmer was shifting to others .

Price is high


On the basis of nursery owners response

1. Which Company having more Demand

Interpretation

Out of 40 respondents from the above figure it was observed that in nurserys

Mahyco tejaswini having more demand of 47%, Max 15%, and others 38%

2. Best Features of Mahyco Tejaswini

12%17%

28%

25%

13%

5%

18%

Best Features of Mahyco Tejaswini

Good Pungency and Good Size

More Yield

Good quality,colour, weight

Fruit is good long in length

Company Brand

It is suitable for any weather conditions

Which Company having more Demand

Mahyco Seeds

Syngenta

Max

Aradhaar

JK

VNR

Sakthi

Vagro

Ramya teja

Ravi hybrid seeds


Interpretation

Out of 40 respondents from the above figure it was observed that the best features

of Mahyco tejaswini is 28% of Good quality, color, weight , 25% says it has good pungency

and size, 17% says more yield and others 18%.

3. Opinion on Pelleted seeds

Interpretation

Out of 40 respondents from the above figure it was observed that 20% says in

Pelleted seeds the quantity variation and germination problem is there, 15% says inside

coating there were no seeds, 13% says Pelleted seeds are good and 7 % says Price is high.

20%

15%

20%

7%5%

7%

13%

8%

5%

Opnion on Pelleted seeds

In Pelleted and Non Pelleted seeds the Quantity of seeds variation is thereInside Coating there were no seeds

Germination and purity problem is thereIt is good for automation seed handling is easy Handling is easy

Price is high comparing to other seeds

Seeds were Good

Proper yield is not there

Quality is changed


4. Other company using Pelleted seeds

Interpretation

Out of 40 respondents from the above figure it was observed that around 56%were

using IAH Pelleted seeds and 44% using US agri seeds.IAS is the competitor for mahyco

tejaswini

5. Need to Improve in Mahyco tejaswini

Interpretation

Out of 40 respondents from the above figure it was observed that 27% says

germination has to improved, 15% says price is high, 13% says more advertisements should

be done

44%

56%

Other company using Pelleted

seeds

IAS US Agri seeds

10%

12%

27%

13%8%

10%

5% 15%

Need to Improve in tejaswiniQuality has to be improved

In pelletted seeds The quantity difference is thereNeed to Improve germination

More Advertisements should be doneMargins Should be given at regularlyPrice is high

Nothing

Regular visits by Company


6. Cash/Credit ratio

Interpretation

Out of 40 respondents from the above figure it was observed that 82% based on

cash ratio and 18% depends on cash and credit ratio

7. Seedling price Mahyco comparing with Me toos

Interpretation

Out of 40 respondents from the above figure it was observed the seedling rate of

Mayco tejaswini is 0.70/1 and Me too rate is 0.60/1

Cash82%

Cash and Credit

Business18%

Cash/ Credit Ratio

37%

63%

Seedling Price of Me too

0.5/1 0.6/1

37%

63%

Seedling price of Mahyco

Tejaswini

0.6/1 0.7/1


On the basis of Traders owners response

Things you like while buying the chili products

Interpretation

Out of 20 respondents from the above figure it was observed the characteristics of

chilli should have 75% of Pungence+ Shinning(Dull or Dark)+ Moisture Condition and 25%

says that chilli color should be light because for exporting mostly exporters ask light in

colour

Usage of product

Interpretation

Out of 20 respondents from the above figure it was observed that usage of chili product

is mainly used of oils 26%, colors 18%, Powder 17%, Chemicals 16%

75%

25%

Things you like while buying the chilli

products

Pungence+ Shinning(Dull or Dark)+ Moisture Condition

Light colour Should be there

16%

17%

18%9%

26%

14%

Usage of Product

Pickles Powder Colours Chemicals Oil Medical


Effective Field Promotional Campaigns in Warangal and Khammam

District

Wall Posters at Ramapuram tanda, Suryapeta,Warganal District

Crop show at Ramapuram tanda, Suryapeta,Warganal District


Different kinds of Posters used by Mahyco Company to promote the Tejaswini

Product

Promotional events were organized by other companies

Interpretation

From the above figure it was observed that 27% promotional events were organized

through door to door interacting with farmers and 20% were crop shows & Meeting farmers

regular, others 33%

20%

27%

13%

20%

7% 13%

Promotional events were organized by other companies

Crop shows

Meeting farmers regular at the time of Season

Different Designs of Posters in regional Language with light radium colourDoor to Door Interacting with Farmers

Meeting with farmers regular

Wall Paintings,Tree Boards,Posters


Recommendations

Based on Farmers response

Quality wise Mahyco has good brand image in Khammam and Guntur market but

comparing to present days the famers was facing problems with virus and fruit length.

This is because proper guidance is not there from company staff.

To increase the sales of tejaswini and to overcome the problems facing by the farmers

company has to recruit two quality person at khammam this will helpful to solve the

farmers problems as well as automatically the sales will increase

If there is a problem there is no response from dealers or company staff .

Farmers prefer Mahyco tejaswini on large scale.

Tejaswini product get good market price than the competitors product.

Major competitors to Mahyco : Max, Super teja, Nuziweedu

Major problems faced by farmers are ‘virus attack’ and at the time of 2nd

picking the

size of chilli is small comparing to other seeds.

Farmers are expecting solution for the virus attack from the company

Based on Nursery response

In Pelleted seeds the quantity variation is there, different boxes having different

count, uniformity is not there

Pelleted seeds are easy to handle, seed rate is maintained,yield is increased and fruit

quality is good.

Not satisfied with the germination % of pelleted seeds of Mahyco tejaswini.

Nursery are facing problems with margins, inside coating there were no seeds and

quality has to be improved

Regular visit by the company staff


Based on Distributors/Dealers response

Under sale was the main problem for Dealers and this is the main problem in the

market. Proper action should be taken otherwise the sales will decrease

Because of virus the sales were decrease and farmer was shifting to others

More advertisements should be take place

Margins should be given at regular intervals of time

Based on Promotional Campaigns

More promotional campaign should be done by the company.

They have to target loop areas

Mahyco company were not using tree guard poster and banners

More number of field staff should be available at the time of campaigns

Testimonials should be in regional language

Broadcast media includes television, radio, cinema

Door to door interacting and regular meetings with farmers should be done


Annexure

Questionnaire for Farmers on Brand Awareness Of Mahyco tejaswini

Name of the Farmer

Location/Village

Contact Number

Age 1) Is agricultural Your main Occupation

i) Yes ii) No

2) Are you aware of Mahyco Tejaswini i) Yes ii) No iii) If no Why

3) Which Kinds of chilly seeds you use for farming

i) Local/ Traditional seeds ii) Mahyco tejaswini iii) Others(Specify)

4) What is the Main reason for Using for Mahyco tejaswini/other seeds

i) Company Brand ii) Good Quality iii) Standardized growth till harvesting iv) More yield v) Others(Specify)

5) Your Purchase of the Chilly Seed is influenced by which of the following.

i) Distributor ii) Dealer iii) Fellow farmer iv) Company representative vi) Others(Specify)

6) Rank on the of 1 to 5 the following attributes for Mahyco tejaswini

1= Excellent 2= very Good 3= Good 4= Average 5 = Not satisfactory

i) Quality

ii) Yield

iii) Color

iv) Company Brand Image

v) Virus control

vi) Availability

vii) Weight


7) Mahyco Tejaswini is obvious different then others.

i) Totally agree ii) Agree iii) Neutral iv) Disagree v) Totally disagree

8) If you want grow chilli product what brands comes to your mind, Reason ( specify) 9) Which other Chilli company seeds you use? How much yield you get? 10) How Mahyco Tejaswini is better than other company seeds? 11) Are Distributors/Dealers providing quality seeds are not? 12) What is the Seed Purchase decision based on? Why 13) Impact on field promotional Campaign? Any Suggestions on this

14) Are you satisfied with Mahyco Tejaswini ? If yes why? If No Why?

15) Any Suggestion in Mahyco Tejaswini to increase the Demand


Mahyco Tejaswini (Chilli) Market Survey On Nursey

Name of the Firm

Name of the Proprietor

Contact No

Village

Mandal/District

1. How much quantity seed you require yearly for your Nursery?

___________________________

2. How many brands you use and Name the companies? _____________

3. What is the ratio of Mahyco Tejaswini compared to other companies in your total

seed requirement? _________________

4. What are the features of Mahyco Tejaswini?

Best Features Need to Improve

5. What is your opinion on Pelleted seeds?

6. Does any other company using Pelleted seeds? If Yes, please name them.

7. Your purchase decision of a particular variety is dependent on? (Please tick the

appropriate option)

Demand from Farmers Margins Quality Any other

__________________

8. What is the seedling price of Mahyco Tejaswini compared to other me too?

Mahyco (Rate/seedling) ____________ Others (Rate/Seedling) ______________

9. Do you use any specific growth enhancer or pesticide per seed treatment before

sowing mahyco seeds or another company seeds? If yes what is the procedure

followed and why

10. What is the Cash/Credit ratio to your business? ____________________________


Questionnaire for Traders on Brand Awareness Of Mahyco tejaswini

Name of the Firm


Address

Contact No

Mandal/District

1. How much quantity of produce do you Purchase/Year?

___________________________

2. How much quantity you will be traded in a year?

__________________________________

3. What are the specific characteristics required to buying chili

____________________________

4. What are the things you look while buying the chili product?

5. What is the output price to the farmer? Range

6. Any Quality difference Comparing Mahyco tejaswini with other Chili Products?

7. How much quantity do you Export for year and what are the major markets

8. For what purpose these chili is used in various markets.

9. Rate the quality of product tejaswini

a. Very good

b. Good

c. Average

d. Bad

10. Any Suggestions


Questionnaire for Dealer/Distributor on Brand Awareness Of Mahyco tejaswini

Name of the Firm


Address of the shop

Contact No

1) Business Type

i) Distributor

ii) Dealer

2) How long you have been in this business.

i) 1 year ii) 1-6 year iii) 6-10 year iv) >10 years

3) What company seeds do you sell? (Write names in descending order of their quantity sale)

4) What are the top 5 chilli varieties are sold in counter and why? (Write name of the product along

with company name)

5) What are the main Factors you look before buying

i) Price ii) Quality iii) Demand from farmers iv) Company Brand

v) Others (Specify)

6) How do you rate the quality of Tejaswini?

i) Very good ii) Good iii)Average iv) Bad

7) What kind of services do you expect from your suppliers?

8) What kind of difficulties do you face with Mahyco Tejaswini? And how they could rectified?


9) How easy to contact Support issues

i) Easy ii) Hard iii) No support

10) Any promotional offers by other companies to you? Did it impact the purchase decision by

farmers?

11) Which are the two main things that influence your loyalty towards tejaswini?

12) Any suggestion for Mahyco tejaswini to increase the Sales


References

http://agmarknet.nic.in/preface-chhilli.pdf

http://aces.nmsu.edu/pubs/research/horticulture/CTF5.pdf

Indian horticulture database 2014, National Horticulture Board, Ministry of

Agriculture, Government of India.

Nandi et al. 2013

http://agmarknet.nic.in/preface-chhilli.pdf

http://aces.nmsu.edu/pubs/research/horticulture/CTF5.pdf

mahyco summer intern report

Documents