Godrej Aadhar Report

Project Report On

ANALYSIS OF RURAL RETAIL MARKET FOR AADHAR

Submitted to AADHAAR RETAILING LIMITED (PUNE) BY SHYAM SHIRADHONKAR

In Partial fulfillment of Training program 6th July -11th July 2009

ACKNOWLEDGEMENT On completion of my project, I would like to express my sincere thanks to those who guided, advised, inspired, and supported me during my project report. I am grateful Mr. Rahul Athawale (Store Incharge), Mr. Vikas Kale (TSI), Sujit Bombe (FSA) & Ajit Patil (FSA) for their valuable guidance in my project work. I would like to express my deep sense of gratitude towards them. I am also indebted to Godrej Agrovet Ltd. Pune for giving me opportunity to do this project. I also take this opportunity to thank to all Staff of Aadhaar Retailing and also who were directly or indirectly concerned with the completion of my report.

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

INTRODUCTION

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

•

•

•

•

•

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

The rural retail market is currently estimated at US$112 billion, or around 40 per cent of the US$ 280 billion retail market. Major domestic retailers like AV Birla, ITC, Godrej, Reliance and many others have already set up farm linkages. Hariyali Kisan Bazaars (DCM) and Aadhars (Pantaloon-Godrej JV), Choupal Sagars (ITC), Kisan Sansars (Tata), Reliance Fresh, Project Shakti (Hindustan Unilever) and Naya Yug Bazaar are established rural retail hubs.

ORGANISATION PROFILE

The first Godrej Aadhaar Centre was started in December 2003 in Manchar, Pune District. Since then Godrej Aadhaar Centers have been set up across the country in the states of Maharashtra, Gujarat, Punjab, Haryana, Andhra Pradesh, Tamil Nadu, Orissa and West Bengal. These centers provide valuable technical guidance, soil & water testing services. They also retail quality products of leading companies. Aadhaar centers also a facilitate credit to farmers and provide a platform to sell their produce. To farmers, it’s a complete solution under one roof. Key Highlights •

Godrej Aadhaar, to provide complete agricultural solutions to farmers

OBJECTIVE OF TRAINING

 To Study Product available in Aadhaar Retailing and Their use on crops.  To Study Competitor in Rural Retail Market.  To Study understand the farmers nature towards crop problem by Field visiting.  To Study Target customer of Aadhaar Retailing.

SERVICES PROVIDED BY AADHAR  Soil & water testing.  Selling branded Org. & Inorganic Chemical Fertilizers.  Provided Agricultural Library, Audio &video C.D.  Sell of Branded Seeds, Pesticides and Animal Feeds.  Provided Advanced Agri. Implements & Seedlings of Tomato & Cabbage.  Insurance Services.

Aadhaar’s Structure (Agri. section) Store In-Charge (S I)

↓ Technical Service Incharge (T S I)

↓ Field Service Assistance (F S A)

↓ Farmer (Target Customer)

I)PRODUCT AVAILABLE IN AADHAAR, MANCHAR FUNGICIDES PRODUCTNAME SCINTIFIC NAME

TYPE OF CHEMICAL

Indofil

Mencozeb 75% W P

Contact Fungicides

Bayleton

Tridimefron 25%WP

Systematic Fungicides

Mildvip

Thiophanate 70%WP

Systematic Fungicides

Anthracol

Propineb 70%WP

Contact Fungicides

Larvin

Thiodicarb 75%WP

Stomach & C. Fungicides

Kocide Ridomil MZ Celphas Tilt Acrobat Biohit Formulation

Copper Hydroxide 77% Contact Fungicides. WP Mafenoxam4% + Systematic & C. Fungicides Mancozeb 64% Aluminum Phosphide Contact Fungicides. 56% Propiconazole 25% Systematic Fungicides E.C. Dimethomorph 50% W Systematic Fungicides P Tricoderma Viride 1%W W Biological Fungicides & Nutrient medium

INSECTICIDE PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Cypervip 10EC

Cypermetrin 10EC

Insecticide

Chlorovip

Chloropyriphos 20EC

Insecticide

Omite

Propargite 57EC

Insecticide

Monovip

Monocrotophos 39SL

Insecticide

Regent

Fipronil 5%SL

Insecticide

Avaunt

Indoxacarb 14.51SL

Hostathion

Trizophos 40EC

Insecticide Broad Spectrum Insecticide

Spark

Deltamethrin 1%+ Trizophos 35EC

Quinansaan

Quinalphos 25EC

Ekalux

Quinalphos 25EC

Propenovip

Profenophos 50EC

Broad Spectrum Insecticide Broad Spectrum Insecticide Broad Spectrum Insecticide Broad Spectrum Insecticide

Admire

Imidacloprid 70WG

Systemic Insecticide

Confidor

Imidacloprid 17.80SL

Systemic Insecticide

Cybil

Cypermetrin 25EC

Contact Insecticide

Achook

Azadirachitin 1%WW

Insecticide

Imidiate

Imidocloprid 25% EC

Systemic Insecticide

Manik

Acetamiprid 25% EC

Insecticide

Endovip

Endosulphan 35% EC

Curocron

Propenofes 10% EC

Insecticide Broad Spectrum Insecticide

Actara

Thiomethaxom 25% WG

Lanin

Thiodibanx 75% WP

Pegasus

Dyphenthuron 50% Wp

Insecticide Stomach & Contact Insecticide Broad Spectrum Insecticide

HERBICIDES

PRODUCT NAME

SCINTIFIC NAME Paraquate dichloride 24%SL

Gramoxone Atravip / Atrasaan

Atrazin 50WP Metsulfuron Methyl 20% WP

Algrip

TYPE OF CHEMICAL Non Selective Contact Herbicides Contact Herbicide

Contact Herbicide

GROWTH REGULATOR PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Double Magic Grow +

Brassinolides Lactic Acid Bacteria, Photosynthetic Bacteria, Yeast Brassinolides Ethephin 39%SL

Crop Yield Enhancer Organic Soil And plant vitalizer

Combine Ethrel Vipul / All Best (In both Ganual & Traicontanoil Liquid) Mahadhan Natural Bio-Enzyme & Minerals

Growth Regulator Growth Regulator Growth Regulator Growth Regulator

FERTILIZERS

PRODUCT NAME Urea SSP Bensulf 18:18:10 20:20:00

SCINTIFIC NAME Nitrogen 46% P2O5 60% & Sulfur 11% S-90%, Bentonite 10%

TYPE OF CHEMICAL Straight Fertilizers Straight Fertilizers Straight Fertilizers Mix Fertilizer Mix Fertilizer

20:10:10 DAP 10:26:26 15:15:15 19:19:19

Mix Fertilizer Complex Fertilizer Complex Fertilizer Complex Fertilizer Complex Fertilizer Graded Organic Manure Mixture Complex Fertilizer Micronutrient mix fertilizer Bio-fertilizer

5:10:05 13:00:45 Poorak Biola OTHER PRODUCT PRODUCT NAME Microla

DETAIL Zn-3%, Fe-2.5%, Cu-1%, etc

TYPE OF CHEMICAL Multimicro nutrient liquid additive

Bororich Nimin

Boron 20% Neem Triterpens

Pure & Soluble Boron Nitrogen use efficiency increaser

Planofix Gokul

Alfanathic acetic acid 4.5% EC Zn-0.4%, Calcium 20%, Etc

Plant Hormone Spray Mineral Mixture Feed Supplement

Ruchira

Granule feed

Milkmore

Cattle feed pellet

Vikas

Soil conditioner

Planofix Nemastin Composting Culture

Alpha naphthyl Acetic acid 45% SL Nematophagous fungi

Plant Hormone Spray Bio-Nematicide For Composting Debris

II)RESULT OF MARKET SURVEY PRODUCT AVAILABLE IN OTHER STORES IN MANCHAR 1) Sai Agro Agency, Market yard, Manchar PRODUCT NAME

SCINTIFIC NAME

Karate S E C

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

TYPE OF CHEMICAL Insecticide

Insecticide

Agralpha

Alphamethirin 10% E C

Insecticide

Roger

Dimethioate 30% E C

Insecticide

Avaunt

Indoxacarb 14.51SL

Hostathion

Trizophos 40EC

Insecticide Broad Spectrum Insecticide

Spark

Deltamethrin 1%+ Trizophos 35EC

Confidor

Imidacloprid 17.80SL

Broad Spectrum Insecticide Systemic Insecticide

Cybil

Cypermetrin 25EC

Contact Insecticide

Achook

Azadirachitin 1%WW

Admire

Imidacloprid 70WG

Insecticide Systemic Insecticide

HERBICIDES PRODUCT NAME Taraga Super Gramoxone

SCINTIFIC NAME Quizolofos-Ethoel 5% Paraquate dichloride 24%SL

Atravip / Atrasaan

Atrazin 50WP

Goal

Oxyflorfen 23.5%

Herbicide

Sensor

Metribuzin 70% W P Phenera-prop-p-ethoel 9.3% 2,4-D, Sodium Salt 80%

Herbicide

Whip Super Akruti Weed Killer

TYPE OF CHEMICAL Selective Herbicide Non Selective Contact Herbicides Contact Herbicide

Herbicide Herbicide

FUNGICIDE PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Diathem45%

Mencozeb 75% W P

Fungicide

Contaf-SE

Hexaconazole 5% E C

Fungicide

Aliette

Fungicide

Anthacol

Propineb 70% W P

Fungicide

Acrobat

Fungicide

Roko

Dimethomorph 50% W P Metalaxyl-M 4% + Mencozeb 64% W P Thiophanate Methyl 70% WP

Bavistin

Carbendazim 50% W P

Fungicide

Krilaxyl

Metalaxyl 35% W P

Fungicide

Systhane

Mycobutanil 10% W P

Fungicide

Ridomil Gold

FERTILIZERS

Fungicide Fungicide

PRODUCT NAME Urea SSP Bensulf Richfield Festisol Krish DAP Higrow Mg sulphate 9.5 %

SCINTIFIC NAME Nitrogen 46% P2O5 60% & Sulfur 11% S-90%, Bentonite 10% 19:19:19 12:61:00 19:19:19

TYPE OF CHEMICAL Straight Fertilizers

19:19:19

Complex Fertilizer Micro Nutrient Fertilizer

Straight Fertilizers Straight Fertilizers Complex Fertilizer Complex Fertilizer Complex Fertilizer Complex Fertilizer

2) Sidhi Krishi Udyog, Market Yard, Manchar FERTILIZERS PRODUCT NAME

SCINTIFIC NAME

Diamond Lifter

TYPE OF CHEMICAL Graded Organic Manure Mixture

3) More Brothers Fertilizers, Market Yard, Manchar FERTILIZERS PRODUCT NAME Urea SSP Powder SSP Granule MOP Samrat DAP Samarth Sampatti Boron Zinc sulphate

SCINTIFIC NAME Nitrogen 46% P2O5 60% & Sulfur11%

18:46:00 10:26:26 12:32:16

TYPE OF CHEMICAL Straight Fertilizers Straight Fertilizers Straight Fertilizers Straight Fertilizers Complex Fertilizer Complex Fertilizer Complex Fertilizer Micro Nutrient Fertilizer Micro Nutrient Fertilizer

4) Shinde & Co., Near SBI Bank, Manchar INSECTICIDE PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Rogohit

Dimethioate 30% E C

Insecticide

Saver- 7

Nitromethane 20%

Insecticide

Hayamida

Imidochloprit 17.8% S L

Insecticide

Knockdown super Lambda-cyhalothrin 5% E C Badshah

Insecticide

Acetamiprid 20% S P

Insecticide

PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Hexastop

Thiophelate methyl 70% W P

Fungicide

Crystocyclin

Steptocyclin 30%

Fungicide

Jatayu

Chlorothelonil 75%

Fungicide

FUNGICIDE

OTHER CHEMICALS

PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Sticker

Cyperkil 25% E C

Sticker, Spreader

Sudox

Wormicide for Animal

Trishul 20

Chloropyriphos 27% E C

Rodenticide

Retox

Zinc phosphate

Rodenticide

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

CROP NAME Tomato

Cucumber

Chili Cauliflower

VARIETIES NAME Syngenta-1389, Abhinav Namdhari-Vaibhav, Utsav Beejosheetal-Beejosheetal Seminis-Naina Namdhari-Jypsy, Bio-swati Vigro-Legendari, Golden seed Beejosheetal-Garima Subeej-Trisha 873 Seminis-Sitara Goldenseed-Rimsim Syngenta-Snow cloud

Beet Goldenseed-Lalima Cabbage

French Bean

Beejosheetal-Dubali Syngenta-Civel Seminis-Phalguni Phadashi

Onion Beejosheetal-Lucifer, Phalguni INSECTICIDE

PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Emida

Emidachlorophil 17.80%

Insecticide

Curacron

Profenofos 50% E C

Insecticide

Decis100

Insecticide

Polythrin-C

Deltamethrin 11% B E C Propenofos 45% + Cypermetrin 4%

Karate

Lambda-cyhalothrin 5% E C

Insecticide

Insecticide

Spark

Deltamethrin 11% + Trizophos 35%

Insecticide

Hostathion

Trizophos 40% E C

Insecticide

Nuvan

Dichlorvos 76% E C

Insecticide

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

CROP NAME

Cabbage

Cauliflower

Beetroot

Tomato

Cucumber

VARIETIES NAME Mahyco-Kranti 139 Syngenta-BC 79 BC 300 BC 73 Sunglow-Mitra 92 Seminis-Green challenger Green aujar Scent Syngenta-Snow cloud Snow heart Kimaya Tetris Suhasini Beejosheetal-Beetroot action Namdhari-Beetroot Beet Madhur Mahyco- Mahyco Lal 2 Golden-Lalima Syngenta-Abhinav 1389 Namdhari-Utsav 2535 Shaktimaan Vaibhav, samrat Endom-american:- Snow white US Agri seed: - US-800 Seminis: - Malini Namdhari Seeds: - Gipsy

French Beans

Chilli

Brinjal Okra

Seminis: - Phalguni Syngenta: - Seville Seminis: - Sitara Syngenta: - 2024, 1900, 7007 Bejo-sheetal: -Garima 378, Agrima278 Ankur: - Ajay Mahyco: - Mahyco-10 Beejo-sheetal: - Janak Seminis: - Manjiri Syngenta: - Manju Mahyco: - mahyco-10 Hybrid Ankur: - Ankur-40

7) Mahesh Krishi Seva Kendra, Market yard, Manchar INSECTICIDE PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Astina

Acetamiprid 20% W P

Insecticide

Korogen

Biological Fighter

Insecticide

Curacron

Insecticide

FUNGICIDE PRODUCT NAME

SCINTIFIC NAME

Coromil Kocide101

TYPE OF CHEMICAL Fungicide

Copper Hydroxide 77% W P

Fungicide

Bavistin

Fungicide

Hexamaus

Fungicide

HERBICIDE PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Mertex

Metribuzin 70% W P

Herbicide

Clean

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

Herbicide

Goal

Oxyflourfen 23.5% WP

Herbicide

Targa Super

Quizolofos Ethoel 5% E C

Herbicide

Round Up

Lypocin 41%

Herbicide

Miracle

Lypocin 71%

Herbicide

PRODUCT NAME

SCINTIFIC NAME

TYPE OF CHEMICAL

Biozyme

Ascophyllum Nodusum

Growth promoter

Boss

Amino Acid

Growth promoter

GROWTH PROMOTER

More

Growth promoter

OTHER PRODUCTS PRODUCT NAME Solucombi

Win-Chi-Win

SCINTIFIC NAME Fe-5.0 % Mg-3.5 % Zn-3.0 % Co-1.0% Mb-0.3% Amino acid, Citric Acid, Fulvic Acid-30% Vitamin B1, B2, B6 Etc

TYPE OF CHEMICAL EDTA Chelated Micronutrient Mixture

Bio-stimulate

III) FIELD VISIT During six days duration of project I visited 7-8 former in regarding to understand there problem and recommend there solution. This field visiting provide me lots of information about farmers problems and nature. Some of them are, 1) Pratik Maroti Thorat Total land

:-4 Acre

Crop

:-Tomato 20 Gunta Onion (Stored)

Other Crop

: - Methi Onion (Stored)

Variety

:-Abhinav -Tomato Methi –Local Variety

Agri. Implements

: - Machine Sprayer, Leveler, Plough

Sowing

:-2nd week of May

Irrigation

: - Flood Irrigation.

Stage at visiting

:-Fruiting

Spray

:-Power plant (Growth promoter) (4th week of June)

Village

:-Chandoli Tq.Ambegaon Dt.Pune

2) Gorakhnath Bsjirao Thorat Total land

:-30 Gunta

Crop

:-Tomato

Variety

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

Sowing

:-3rd week of May

Agri. Implements

: - Machine Sprayer, Leveler, Plough

Irrigation

:- Flood Irrigation.

Stage at visiting

:-Fruiting (Both Variety)

Spray

:-Ripener (Growth promoter) Solufeed

Fertilizer Used

:-Uria-50 kg Nimboli Pend 18:46 (Mix Fertilizer)

Recommendation

:-Dimore (For Fruit Feeling)

Village

:-Chandoli Tq.Ambegaon Dt.Pune

3) Shivaji Dattatray Wagh Total land

:-5 Acre

Crop

:-Tomato (1Acre) Maize (4 Acre)

Variety

: - Tomato- Abhinav Maize - Golden Baby Corn

Sowing

:-1st week of May (Tomato)

Agri. Implements

: - Machine Sprayer, Leveler, Plough, Tiller.

Irrigation Stage at visiting Spray Fertilizer Used

Village

: - Flood Irrigation. :-Fruiting :-Vipul (Growth Regulator) Admire (Insecticide) :-Uria-50 kg Nimboli Pend 18:46 (Mix Fertilizer) :-Ranjani Tq.Ambegaon Dt.Pune

CONCLUSION  It can seen that aadhar retail Getting good response from farmers.  Aadhar retail provides agriculture and non agriculture product in one roof.  Availability of product is less than rural competitor.  Aadhar having great scope to capture maximum market in rural retail sector.  Though having many advantages in favor of Aadhar it has to work hard for increasing the coverage to have an upper hand over the competitors.  Increase product availability, Wide range of product availability can increase the customer interest.  Increase marketing channel and advertising.  Promotion and campaigns to attract customers.  Building loyalty by identifying regular farmers and offering benefit to them.  Monitoring customer needs constantly.