Dr.

Rajendra Prasad Central Agricultural University

School of Agri-business & Rural Management

Summer Internship Report

“A Study on Market Analysis, Competitive Dynamics, and Product Promotion Strategies”

Location- Chhindwara, Madhya Pradesh

Submitted by: Sahil Wankhede

MBA-ABM
Roll no: 2208201019
 About Insecticides India Limited (IIL)

•Leading manufacturer of agrochemicals in India, providing farmers with a

comprehensive range of crop protection products.

•Owns the renowned "Tractor Brand," popular among farmers for its
effectiveness and reliability in crop protection.

•Product portfolio includes 21+ technical products, 105+ formulation

products, including 35+ Maharatna Products, showcasing a commitment to
innovation and quality.

•Strong emphasis on research and development, collaborating with

reputed international companies such as Nissan Chemical Corporation
(Japan), OAT Agrio (Japan), Momentive (USA), and Nihon Nohyaku (Japan)
to bring innovative solutions to the agricultural sector.

•Dedicated to fortifying agriculture with modern practices, the Tractor

Brand continually adopts innovative measures to deliver excellent products
and technologies, enhancing crop yield and resource optimization.
 Visit to Kisan Kalyan and Krishi Vikas Office

•Objective: To gather authentic data on cultivated crops in Chhindwara, Madhya Pradesh.

•Location Visited: Kisan Kalyan and Krishi Vikas office in Chhindwara.

•Encounter: Met with Dheeraj Thakur, an experienced authority in agricultural affairs, who provided valuable
insights and comprehensive data on crops cultivated in the Chhindwara district.
 Chhindwara's Kharif Bounty:
Maize Leads Agricultural Surge with Dominant 315,000 Hectares

KHARIF SEASON
CROP AREA (1000 Ha)
1.Maize Dominance:
MAIZE 315
1. Maize covers 315,000 hectares, leading Kharif cultivation.
PADDY 30
2. Signifies economic importance and market potential.
SOYABEAN 28
2.Paddy Cultivation: PIGEON PEA 24
1. Covers 30,000 hectares, secondary to maize. others 22
2. Significant contribution to crop diversity.
3.Soybean and Pigeon Pea:
1. Soybean: 28,000 hectares AREA (1000 Ha)
2. Pigeon pea: 24,000 hectares
5%
3. Enhance agricultural diversity and farmer income. 6%
7%
4.Other Crops:
7%
1. 22,000 hectares collectively.
2. Adds to the agricultural landscape's richness.
5.Implications: 75%

1. Insights guide tailored agrochemical solutions.

2. Understanding crop distribution aids market strategies MAIZE PADDY SOYABEAN PIGEON PEA others
 Maize Boom Unleashes Market Potential:
IIL's Opportunity to Thrive in Chhindwara's Growing Agricultural Landscape

1.Growing Maize Trend: MAIZE

1. Consistent upward trajectory over the past four years. YEAR AREA(1000
Ha.)
2. Reached 315,000 hectares in 2022-23 season. 2022-23 315
2.Market Potential: 2021-22 290
2020-21 285
1. Signifies a burgeoning market for agro-input companies. 2019-20 270
2. Particularly in pesticides and herbicides.
3.Business Opportunity for IIL:
1. Substantial opportunity to capitalize on growing demand.
2. Provide effective pest and weed management solutions.
4.Addressing Crop Protection Needs: AREA(1000 Ha.)
1. Heightened need for innovative pest control solutions. 320

2. Presents a prime market for IIL's cutting-edge pesticides. 310

300
5.Strategic Market Capture:
290
1. Well-positioned to capture a significant market share. 280
2. Leveraging expertise in high-quality agricultural solutions. 270

6.Seizing Growth Momentum: 260

1. Opportunity to be a leading provider in agricultural boom. 250

240
2. Establishing presence as a go-to solution provider in Chhindwara. 2022-23 2021-22 2020-21 2019-20
Major weeds of Maize :- Major insects of Maize :-
• Cynadon dactylon (duba)
• Fall Armyworm (Spodoptera frugiperda)
• Cyperus rotundus (motha)
• Pink stem borer (Sesamia inferens )
• Echinochloa colonum (jungle rice)
• Amaranthus viridus (Jangali chaula) • Spotted Stem borer (Chilo partellus)
• Chenopodium album (Bathua) • Shoot fl y (Atheri gona soccata)
• Army worm (Mythimna separata)
• Phalaris minor
IIL Insecticides:-
IIL Herbicides :-
• MISSION SC
• TORRY Technical name: Chlorantraniliprole 18.5% SC
TECHNICAL NAME – TEMBOTRIONE 34.4% SC • ENCOUNTER
Technical name: Emamectin Benzoate 3% +Thiamethoxam 12% WG
• STRIKE • XPLODE
TECHNICAL NAME: Atrazine 50% WP
Technical name: Emamectin Benzoate 5% SG
 Chhindwara's Rabi Season:
Wheat Reigns Supreme with a Flourish of Diversity

1.Wheat Dominance: RABI SEASON

CROP AREA (1000 Ha.)
1. Wheat cultivation covers 300,000 hectares during the Rabi season.
WHEAT 300
2. Holds a supreme position as the primary crop. GRAM 47
2.Gram Cultivation: OTHER 30
1. Gram, with 47,000 hectares, follows wheat in area coverage. SUGARCANE 10
2. Adds to the diversity of crops grown during Rabi. PEA 6

3.Other Crops:
1. Various other crops collectively occupy 30,000 hectares.
2. Contributes to the agricultural richness and diversity. AREA (1000 Ha.)
4.Sugarcane Cultivation:
3%1%
1. Sugarcane cultivation spans 10,000 hectares. 8%

2. Significant for its economic value and industrial use. 12%

5.Pea Cultivation:
1. Pea cultivation accounts for 6,000 hectares.
2. Enhances crop variety and provides additional income sources for farmers.
76%
6.Implications:
1. Understanding crop distribution aids in market planning and resource
allocation. WHEAT GRAM OTHER SUGARCANE PEA

2. Provides insights for agrochemical companies to tailor their products and

services to meet specific crop protection needs during the Rabi season.
 Chhindwara's Wheat Boom:
Pesticide and Herbicide Companies Like IIL Set to Flourish

1.Expanding Wheat Cultivation:

WHEAT
1. Steady rise from 270,000 hectares in 2019-20 to 300,000 hectares in
YEAR AREA(1000Ha.)
2022-23. 2022-23 300
2.Growing Market Potential: 2021-22 290
1. Indicates a growing market for pesticide and herbicide companies 2020-21 290
like IIL. 2019-20 270

3.Demand for Crop Protection:

1. Increasing need for effective crop protection solutions due to larger
wheat cultivation area. AREA(1000Ha.)
305
4.Opportunity for Market Capture: 300
1. Lucrative opportunity for companies like IIL to capture a significant 295

market share. 290

285
2. By providing innovative and reliable pesticide and herbicide 280

products. 275
270
5.Addressing Farmer Needs: 265
1. Tailoring products and services to address unique challenges faced 260
255
by farmers. 2022-23 2021-22 2020-21 2019-20

2. Building strong customer relationships and brand loyalty.

Major weeds in wheat:- Major insects of WHEAT :-
• Chenopodium album (Bathua) • Wheat Aphid, (Sitobion Miscanthi)
• Convolvulus arvensis (Hiranchari) • Armyworm, (Mythimna Separata)
• Cirsium arvense (Kanteli) • Ghujhia Weevil, (Tanymecus Indicus
• Phalaris minor (Gulli-danda) Faust)
• Avena ludoviciana (Wild oat) • Gram Pod Borer, (Helicoverpa Armigera)
• Cyperus rotundus (Motha) IIL Insecticides:-
1. Thiamethoxam:
IIL Herbicides :-
• Product Example: BHEEMA PLUS
• OMEGA
Technical name: cladinofop propergyl 15% WP • Technical name: Thiamethoxam 30% FS
• MILLION 2. Chlorpyrifos:
Technical name: Pyroxasulfone 85% WG
Product Example: Lethal
• Weedgrip •

Technical name: Metsulfuron Methyl 20% WP • Technical name: Chlorpyrifos 20% EC

 FIELD ACTIVITY

Engaging with Farmers: Empowering Agriculture Point by Point

1.Field Exploration:
1. Immersion in farmers' fields to grasp firsthand insights into their
crops, challenges, and aspirations.
2.Tailored Surveys:
1. Personalized surveys conducted to uncover unique hurdles faced
by farmers, ensuring comprehensive understanding.
3.Problem-Solving Partnerships:
1. Building relationships with farmers to offer tailored solutions
addressing specific needs, promoting sustainable agriculture
practices.
4.Product Advocacy:
1. Promotion of eco-friendly solutions like KK Pro to enrich soils
organically and nurture crops for increased yields.
5.Shielding Crops:
1. Introduction of defenses such as Shinwa and Xplode to protect
crops from pests, ensuring uninterrupted growth.
6.Fungal Fortress:
1. Utilization of Sofia to combat fungal threats, enhancing crop
resilience against diseases and preserving quality.
 Farmers meeting:

1.Engaging Farmers:
1. Conducting meetings with farmers to understand their agricultural
practices and requirements.
2.Product Assessment:
1. Gathering information on farmers' current herbicides and pesticides usage
for crop protection.
2. Promoting IIL products emphasizing quality and competitive pricing
compared to other brands.
3.Comparative Analysis:
1. Providing a comparative analysis between IIL products and competitors,
focusing on efficacy, safety, and cost-effectiveness.
4.Pest Management Solutions:
1. Addressing common pest problems in crops like maize, wheat, gram, and
vegetables.
2. Recommending specific IIL products tailored to identified pest issues, such
as Torry for corn herbicides and Weedgrip/Omega for wheat herbicides.
5.Introduction of New Products:
1. Introducing farmers to new IIL products like Terrox (tembotrine and
atrazine), Track (topramezone), Gold Stim (isabion), catering to their
evolving needs and demands.
 Empowering Farmers: IIL Products Offer Tailored Solutions to Agricultural Challenges

Story 1: Tackling Phalaris Minor in Wheat Fields (Shikarpur)

•Farmer: Ramkumar
•Challenge: Phalaris Minor weed intrusion in wheat fields
•Solution: IIL's herbicide Omega
• Selective wheat herbicide effective against Phalaris minor
• Recommended dose: 160 gm/acre

Story 2: Nematode Woes in Tomato Fields (Bisapur)

•Farmer: Mahendra
•Challenge: Nematode infestation in tomato fields
•Solution: IIL's nematicide/insecticide Tadaaki
• Technical Name: Benfuracarb 3% GR
• Broad-spectrum systemic carbamate insecticide/nematicide
• Provides excellent control of insect pests and nematodes
Story 3: Battling Spider Mites in Muskmelon Orchards (Kukda Kirar)
•Farmer: Vishal
•Challenge: Spider mite infestation in muskmelon orchards
•Solution: IIL's miticide Kunoichi
• Technical Name: Cyenopyrafen 30% SC
• Effective against all stages of mites with quick action
• No cross-resistance with other miticides

Story 4: Mite Infestation in Wheat Fields (Sakh Jatama)

•Farmer: Vikram
•Challenge: Mite infestation in wheat fields
•Solution: IIL's insecticide Lethal 20
• Technical Name: Chlorpyriphos 20% EC
• Organophosphorus group insecticide effective against mites
• Also used as seed treatment for termite control

Conclusion:
•Personalized recommendations of IIL products enable farmers to
overcome agricultural challenges across diverse regions.
•With effective solutions like Omega, Tadaaki, Kunoichi, and Lethal 20,
farmers can achieve success in their farming endeavors.
 MARKET ACTIVITY

Total no. of distributors

Distributors Interaction Insights:
• Kailash Bheej Bhandar (Chhindwara)
1. Insights into Profit Margins:
• Ashwani Krishi Kendra (Chhindwara)
• Learned about profit margins obtained from the company
on each product. • Ankit Bheej Bhandar (Mordongri)
2. Distribution Methods: • Om Sai Krishi Sewa Kendra (Junardeo)
• Explored distribution methods to sub-dealers and • Koladker Kendra (Khamarpani)
retailers. • Monsoon Agro Agency (Amarwara)
3. Payment Collection Practices: • Shiva Krishi Kendra (Kunda, Chourai)
• Insight into monthly and yearly payment collection from • Chourasiya Kisan Sewa Kendra (Chourai)
sub-dealers.
4. Sales Target Incentives:
Understanding of company-sponsored tours for achieving sales targets.
Explored incentives provided by the company for meeting sales goals.
5. Clearing Pending Payments:
• Experienced the process of clearing pending payments in closing months.
• Learned about the prioritization of product distribution based on
company targets.
6. Supply Chain Management:
• Insight into maintaining a streamlined supply chain for IIL products.
• Explored strategies for optimizing product distribution in remote areas.
7. Company Support:
• Understanding of the company's support in clearing outstanding dues.
8. Customer Satisfaction Strategies:
• Explored methods for improving market penetration and customer reach.
• Learned about the importance of timely payment clearance for
maintaining good relations with the company.
• Explored strategies for enhancing customer satisfaction and loyalty.
 Market Survey:

• Conducted a comprehensive survey to analyze market trends,

competitor positioning, and the overall landscape of agro-pesticide
companies in Chhindwara.
• Gathered valuable data on customer preferences, product demand,
and market dynamics to inform business strategies and decision-
making.
 IIL upcoming products demand by the Distributors:

NEW PRODUCTS
Category Product Wants(No. of
Name Distributor) New product wants
herbicide TERROX 9 10

9
herbicide TRACK 9
8
herbicide SHAKTI 9
7
herbicide SPOT 0
6
herbicide ALTAIR 1
herbicide MILLION 7 5

isabion GOLD 9 3
STIM
2
fungicide AMUSE 4
1
fungicide CYFI 9
insecticide ARREST 3 0
TERROX TRACK SHAKTI SPOT ALTAIR MILLION GOLD STIM AMUSE CYFI ARREST SHARK SUPER
herbicide herbicide herbicide herbicide herbicide herbicide isabion fungicide fungicide insecticideinsecticide
insecticide SHARK 6 Wants(No. of Distributor)
SUPER
Distributor sales season wise:

SALE

15%

26%
59%

KHARIF RABI ZAID

 IIL competitor:
Chart Title
1. TORRY Vs LAUDIS •

18000
16000
Techincal: Tembotrione 42% SC (34.4% w/w)
14000
Pack: 230 ml
Price: 2950 Rs 12000
SALE (Lit.) 10000
YEA TORRY LAUDI 8000
R S 6000
2021 0 16000 4000
2022 1300 14000 Techincal: Tembotrione 34.4%SC
2000
2023 2300 11000 Pack: 230 ml
0
Price: 2250 Rs
2021 2022 2023

TORRY LAUDIS

1. Rising Demand Trends: Over the past three years, while Torry sales remained stagnant, the sales figures for Laudis showcased a
promising trend, declining from 16,000 units in 2021 to 11,000 units in 2023.
2. Emerging Opportunity: With Laudis sales on the decline, there exists a significant opportunity for IIL to capitalize on this market
gap and bolster their sales trajectory.
3. Competitive Advantage: By strategically positioning Laudis as a superior alternative to Torry, IIL can leverage its advanced features
and benefits to attract customers and gain a competitive edge in the market.
4. Targeted Marketing Initiatives: Through targeted marketing campaigns highlighting Laudis' unique selling points and efficacy, IIL
can effectively position the product as the preferred choice among farmers and agro-dealers.
5. Expansion Strategies: With Laudis poised for growth, IIL can focus on expanding its distribution network, forging partnerships with
distributors, and penetrating new markets to maximize sales potential.
 2. SOFIA Vs LUSTRE Vs DHANUSTIN
Chart Title
SALE
700
YEAR SOFIA LUSTRE DHANUSTIN 600
(Lit.) (Lit.) (Kg.)
500
2021 100 600 90
400
2022 250 450 200
300
2023 430 150 350 200
100

0
2021 2022 2023
Technical: Haxaconazole4%+Carbandazim16%
SOFIA (Lit.) LUSTRE (Lit.) DHANUSTIN (Kg.)
Price: 950/lit.

Opportunities for Sofia:

Technical: Flusilazole 12.5% + Carbendazim 25% EC
1. Growth Potential: Sofia's sales have shown consistent growth over the three years, from
Price: 2900/lit. Carbendazim 50% WP
100 liters in 2021 to 430 liters in 2023, indicating a rising demand for this product.
2. Market Penetration: With increasing sales figures, there's an opportunity for Sofia to
penetrate new markets and expand its customer base.
3. Competitive Advantage: Sofia's performance surpasses that of Lustre and Dhanustin in
Technical: Carbendazim 50% WP terms of sales volume, positioning it as a competitive product in the market.
Price: 600/Kg
4. Diversification: Sofia's success highlights the potential for diversification within the
product line or expansion into related product categories to capitalize on growing demand.
 Other Competitors in market:

• MISSION Vs CORAGEN Vs COVER

TECHNICAL: Chlorantraniliprole 18.5% W/W SC

PRICE: 1260/150 ml 1600/150 ml 1460/150 ml

• XPLODE Vs EM1

TECHNICAL: Emamectin Benzoate 5% SG

PRICE: 1328/Kg 1563/Kg
 Challenges

1. Limited Awareness: A major challenge faced is the limited awareness among farmers
regarding IIL products and their benefits. This hinders market penetration and sales growth.
2. Pricing: Pricing can be a barrier to adoption, especially if competitors offer similar products at
lower prices. Customers may perceive IIL products as expensive, affecting purchase decisions.
3. Stock Availability: During peak seasons, there is often a shortage of IIL products in the market.
This leads to retailers hiking prices, creating dissatisfaction among customers and impacting
brand loyalty.
4. Competition from Established Brands: Competing against well-established companies like
Dhanuka, Bayer, UPL, and FMC poses a significant challenge. These companies have strong
brand recognition and customer trust, making it difficult for IIL to gain market share.
 Recommendations:

1.Awareness Campaigns: Implement comprehensive awareness campaigns via diverse

channels like social media, TV, and agricultural events to educate farmers about IIL's product
advantages.

2.Competitive Pricing: Analyze competitors' pricing strategies and adjust IIL's pricing
accordingly, ensuring competitive rates while maintaining product quality.

3.Enhanced Distribution: Strengthen the distribution network to ensure consistent product

availability, collaborating closely with distributors and retailers to avoid stock shortages.

4.Differentiation and Innovation: Focus on product innovation to distinguish IIL offerings

from competitors, introducing new formulations or features addressing specific farmer needs.

5.Customer Engagement: Build strong customer relationships through training programs and
regular interactions, providing after-sales support and technical assistance.

6.Strategic Partnerships: Forge alliances with agricultural organizations and government

agencies to expand reach, collaborating on initiatives promoting sustainable farming and IIL's
products.
 Conclusion

1.Enriching Internship Experience: The internship at IIL provided invaluable exposure to the agricultural
industry, offering insights into diverse aspects of the sector.

2.Understanding Farmer Needs: Through fieldwork and farmer interactions, gained deep insights into the
challenges, needs, and preferences of farmers, enhancing understanding of practical agricultural issues.

3.Tailored Solutions: Conducting farmers' meetings enabled the identification of specific crop-related
problems and the recommendation of tailored solutions using IIL products.

4.Market Dynamics Understanding: Engaging with distributors and sub-dealers provided a comprehensive
understanding of market dynamics, including trends, competition, and challenges.

5.Enhanced Skills: The internship honed communication, problem-solving, and sales strategy implementation
skills, vital for success in the agrochemical industry.

6.Future Contribution: Equipped with a solid foundation, ready to contribute effectively to IIL's goals and
make a positive impact in the agricultural community.
THANK YOU