AIM Assignment

Market Structure of Pesticides Industry

Submitted to:

Prof. Aashish Argade

Submitted by:

Group 6

Hemang Chauhan (P40015)

Mohit Pandit (P40024)

Suman (P40043)

Sunil Kumar (P40044)

Yash Mevasi (P40053)

 Contents

Pesticide Industry ....................................................................................................................... 2

SWOT Analysis of Pesticide Industry ................................................................................... 2

Porter’s Five Forces Analysis of Pesticide Industry .............................................................. 3

Supply Chain of Pesticides .................................................................................................... 4

Regulations related to Pesticides ........................................................................................... 5

Insecticides ................................................................................................................................. 9

Current Market ..................................................................................................................... 10

Key Market Trends .............................................................................................................. 11

Herbicides ................................................................................................................................ 11

Market size and expected growth ........................................................................................ 12

Fungicide.................................................................................................................................. 12

Global Trend ........................................................................................................................ 12

Segmentation........................................................................................................................ 12

Capacity and production: ..................................................................................................... 13

Market share and Trend: ...................................................................................................... 13

Bio-Pesticides: ......................................................................................................................... 14

Market Structure and trends: ................................................................................................ 14

Competitive landscape: ........................................................................................................ 15

Key Market trends: .............................................................................................................. 15

Annexure .................................................................................................................................. 17

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 Pesticide Industry

India is the 4th largest producer of agrochemicals in the world after USA, Japan and China. The
market size of the pesticide industry is US$ 5.08 billion out of which pesticide of worth US$
2.77 billion is consumed in India while pesticide of worth US$ 2.31 billion is exported.
However, an average application of pesticides in India is 0.65gm/ha against the global
application of 3kg/ha providing the opportunity to unfold the unrealized potential of pesticide
industry.1

SWOT Analysis of Pesticide Industry

STRENGTHS WEAKNESS
• Low cost of manufacturing • High R&D expenditure (US$ 180 Mn in
• Qualified low cost of manpower developing a new agrochemical molecule
• Availability of process technologies with 9 years of investment)
• Huge Capacity of production • Dependence on Monsoons
• Exports to a large number of countries. • Capital Intensive
• Managerial / Technical pool of Professionals. • Lack of efficient distribution system.
• High efficiency of pesticides • Information asymmetry about the usage
• Development of new and eco-friendly of pesticides.2
formulations WDG, SC, EQ, etc.
OPPORTUNITIES THREATS
• Focus on Innovative Farming Solutions • Integrated Pest Management (IPM)
• Patent Expiry • Increase in the demand of organic food
• Export Potential (e.g. Sikkim fully organic state)
• Scope for Increase in Usage • Genetically Modified Seeds as these have
• Rural Infrastructure & IT the capability to resist pest attacks.
• Availability of Credit facilities • Government boosting the policies like
• Rising Cost of Labor: Blessing in Disguise ZBNF3

1
http://news.agropages.com/News/NewsDetail---
32430.htm#:~:text=India%20with%20cultivated%20land%20area,a%20value%20of%20%24%2035%20billion.
2
https://www.scribd.com/doc/106064607/SWOT-ANALYSIS-of-Agro-Chemical-Industry
3
https://pdf.marketpublishers.com/isadvisors/agrochemical_industry_in_india_swot_analysis.pdf

2|Page
Porter’s Five Forces Analysis of Pesticide Industry
Barriers to Entry
• Entry of new players in the market can increase the competition for the existing players
and thus making it less attractive.
• Key barriers to new entrants are as follows:
• It is difficult to achieve economies of scale in different divisions like manufacturing,
R&D, sales etc.
• There are established products and brands making the product differentiation difficult.
• Huge amount of capital and financial resources are requires
• There are very strict regulatory policies regarding patents and regulatory standards.
• Large amount of fixed cost and new technologies are required.

Threat of Substitutes
• Due to the increase in the use of Integrated pest Management, the consumption of
pesticide has gone down. This is due to the rising concern of the people about the
harmful effects of pesticides.
• Due to the increase in the usage of GM seeds which are generally pest and drought
resistant.

Bargaining power of
suppliers
• Bargaining power of suppliers is low to medium as the suppliers supply the active
ingredient which is used for further production.
• Collaborating with suppliers for sales increases their bargaining power.

Bargaining power of
Consumers
• Bargaining power of consumers is low as farmers are not directly in contact with the
firms. The products are sold by distributors and retailers only.
• Though affordability by consumers affects the prices of the products.

Intensity of Rivalry
• The intensity of rivalry is medium.
• Market share depend upon the innovation and the efficiency of the products portfolio
of the firm.
• Strategic alliances amongst competitors are used to reduce the risk. 4

4
https://simconblog.wordpress.com/2014/06/29/agrochemical-industry/

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Supply Chain of Pesticides
The information about the supply chain is collected by the primary research (Personal
Interview) from General Manager of Cytozyme (India) Pvt. Ltd. Supply chain for the same is
as follows:
• Demand Projection: For projecting demand various factors are taken into consideration
like trend over the past years, area under various crops, climatic conditions (for e.g. the
demand for herbicides increases if rainfall is normal), sale of different products at various
distribution points over the years, comments from the distributors over demand of various
products etc.
• Production: After projecting the demand, the products are produced. Most of the pesticides
have at least 2 years of shelf life.
• Inventory management: Inventory management is outsourced so as to focus on the core
activities like development of new products. A software is used throughout the supply chain
for managing the inventory.
• Pricing: There are two types of products in pesticide industry i.e. old molecule and new
molecule. The pricing for old molecule is comparatively easy as the price of competitors’
product is easy to access via distributors. The pricing for the new molecule is based on its
effectiveness and impact. For instance, if the new molecule is 20% more effective than the
earlier one, then its price will also be higher by 20%. Also, the price for new molecule is
higher in its initial stage of marketing due to the first mover advantage and also to cover the
R&D cost.
• Customer Awareness: For making the farmers’ aware about the new products, company
organizes field trials at demo farms and then makes the farmers visit these demo farms.
Along with this, the company also advertises through newspaper, DD Kisan or radio.
• Product usage: For making the farmers aware about the right usage of products, company
uses various methods like publishing literature/templates with every product, organizing
farmer training. It’s possible to cover only 1% of them through the procedure of farmer
training, so the company make the distributors aware by conducting training for them. These
trainings are conducted either at the starting or at the end of a season. These are organized
only when a new product is launched in the market.
• Distribution: Distributors are the people who place the product in the market. Number of
distributors in an area depends upon the demand. They are allowed a credit period of 60-90

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 days and avail a margin of 25%. Along with this, they are also provided with quantity
discounts if they purchase in bulk amount.
• Buyback policy: Sales return policy is available for some of the products. For the rest of
the products, the distributors are pushed for selling them.
• Managing excess demand: If the demand is high, then the distributors are not provided
with bulk amount of any product. In this case, firstly the distributors are asked about their
requirement and only after that the stock is dispatched.
• Managing demand shortage: If the production is more than the demand, then the
distributors can send back the products to DEPO (godown). Then the stock at the DEPO is
used for sales in the next year. Sometimes, the demand of a product at one place get
decreased and the demand at some other place gets increased. In this case, the product is
transferred from the place of demand shortage to the DEPO and then it is transferred to the
place of high demand.
• Complaint Redressal System: If a farmer complaint the retailer or wholesaler about the
effectiveness of a product, then the retailer and wholesaler pass this on to the company.
After receiving the complaints, a team from the company visits the farmer’s field. If the
complaints about the same product keeps on posting, then the company stops its production
until there is a modification in the product.
• Information Management: Distributor tells the demand of the various products to the
company and then the company produces and dispatch the same to the distributor along with
Sales Return Policy for some of the products. If the distributors is not able to sell the entire
stock under sales return policy, then it ship it to the DEPO. Thus, the information flows in
both the direction.
• Managing spurious products: For avoiding the spurious products, the company keeps a
track of the products through QR code and Batch no. If company find outs the spurious
products, then a separate team is formed for investigating this matter.

Regulations related to Pesticides

They are governed by the Central Insecticides Board and Registration Committee (CIBRC)
and the Food Safety and Standards Authority of India (FSSAI).

The Insecticides Act, 1968 and Insecticides Rule: This is a regulatory mechanism wherein
all insecticides must undergo the process of registration with the Central Insecticides Board &

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Registration Committee (CIB & RC) before they can be made available for use or sale. CIB
and RC review and scrutinise pesticides periodically. They also have a list of the banned
pesticides in India on the government portal.

Pesticides Management Bill, 2008: Regulates manufacture, import, export and quality, also
ensures availability and minimises contamination. Further, in order to manufacture or export
pesticides, registration with the central government’s registration committee is necessary.

FDI Policy: 100% FDI is permissible in chemical sector and most chemical products are
delicensed. However, because of the hazardous nature following items require compulsory
licensing:

• Hydrocyanic Acid & its derivatives

• Phosgene & its derivatives
• Isocynates & Di-isocynates of hydrocarbon5
Few recommendations related to crops, diseases and insect are also issued by The State
Agriculture Universities (SAUs), State Agriculture Departments (SADs) and other institutions
related to specific crops like National Horticultural Board (NHB) and Spices Board of India.6

Key Players Global

BASF SE (Germany), The Dow Chemical Company (US), Monsanto Company (US), FMC
Corporation (US), Bayer AG (Germany), Agrium Inc (Canada), PI Industries (India), Syngenta
AG (Switzerland), Element Solutions Inc (US), Nufarm Limited (Australia), Nissan Chemical
Industries Ltd. (Japan), Drexel Chemical Company (US), ADAMA Ltd. (Israel), Kenvos Bio
(China), and UPL (India) are some of the key players in the global herbicides market.

5
http://www.indiajuris.com/uploads/publications/pdf/a1396263324opestcide.pdf
6
https://www.cseindia.org/state-of-pesticide-regulations-in-india-
7611#:~:text=The%20pesticides'%20regulations%20in%20India,Authority%20of%20India%20(FSSAI).&text=Authority%20of%20India%
20that%20is,various%20pesticides%20in%20food%20commodities.

6|Page
Top 5 Indian players

UPL BASF PI Bayer Crop Sumitomo

LTD. India LTD. Industries Science Chemical
LTD. LTD. LTD.
Rank 1 2 3 4 5
Total sales 33,140 Cr. 7,020 Cr. 3,316 Cr. 3,280 Cr. 2,212 Cr.
Market Cap 44,712 Cr. 3,672 Cr. 21,247 Cr. 19,134 Cr. 12,341 Cr.
ROE 14.87% -2.45% 19.14% 13.03% 16.55%
Sales Growth 15.84% 8.26% 10.66% -1.01% NA

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 Market Share

Sumitomo Chemical
LTD.
12%

Bayer Crop Science UPL LTD.

LTD. 44%
19%

PI Industries LTD.
21% BASF India LTD.
4%

UPL LTD. BASF India LTD. PI Industries LTD. Bayer Crop Science LTD. Sumitomo Chemical LTD.

Over two decades Insecticide use has drastically reduced in India which was using the major
share in 1990. The use of herbicides has remained constant over these years. For rodenticides
and fungicides the usage has reduced but market share has almost remained same in terms of
percentage.

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The use of pesticides has increased throughout the world from around 2.3 million tonne in 1990
to 4 .1 million tonne in 2017. As the population has grown over the years so is the need for
increases in food production which indirectly led to increase in the use of pesticides.

Insecticides
Insecticides are pesticides that are formulated to kill, harm, repel or mitigate one or more
species of insect. Insecticides work in different ways. Some insecticides disrupt the nervous
system, whereas others may damage their exoskeletons, repel them or control them by some
other means. They can also be packaged in various forms including sprays, dusts, gels, and
baits. Because of these factors, each insecticide can pose a different level of risk to non-target
insects, people, pets and the environment7.

Based on the type of activity, they can be divided into two types: -

1. Systemic insecticides become incorporated and distributed systemically throughout

the whole plant. When insects feed on the plant, they ingest the insecticide.
2. Contact insecticides are toxic to insects upon direct contact.

7
http://npic.orst.edu/ingred/ptype/insecticide.html

9|Page
Current Market
Insecticides Market is expected to garner $16.7 billion by 2020, registering a CAGR of 5.0%
during the forecast period 2014 to 20208. Insecticides are a specific type of pesticides used to
obliterate insects. Among different types of insecticides, globally organophosphate market
leads in terms of both revenue generator and consumption chiefly due to its cost effectiveness
as well as its ability to be applied on wide range of crops and targeted insects. Pyrethroid has
the second largest usage in agriculture, as it is highly effective even when used in low
quantities and therefore, it is less hazardous to the environment and human health.

Some of the top companies in the Indian Insecticide market are :-

• Insecticides India Ltd - Insecticides (India) Ltd. is committed to fortify Agriculture

with a highly productive and progressive vision and mission to make Indian Farmers
prosperous. Their catelog consists of 120 formulation products and 15 technical
products
Total Sales: Rs 1,323 Cr
Market Cap: 976.97 Cr.
ROE: 20.31 %

• Dhanuka Agritech Ltd - Dhanuka Agritech Limited is one of India’s leading

agrochemical companies. Working Pan India, they consist of 3 manufacturing units
with 40 warehouses and network of over 14 branch offices, catering to 7,200
distributors & approximately 75,000 dealers.
Total Sales: Rs 1,085 Cr
Market Cap: 2,461 Cr.
ROE: 17.35 %

• BASF India Ltd – BASF India Ltd is the Indian subsidiary of BASF SE, one of the
the world’s leading chemical company. Their portfolio consists of various agricultural
and Industrial chemicals
Total Sales: Rs 7,020 Cr
Market Cap: 3,672 Cr.
ROE: -2.45 %

• P I Industries Ltd - Founded in 1946, P I Industries Ltd works with a unique

business model across the Agchem value chain from R&D to distribution providing
innovative solutions by partnering with the best.

8
https://www.alliedmarketresearch.com/insecticides-market

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 Total Sales: Rs 3,316 Cr
Market Cap: 21,247 Cr.
ROE: 19.14 %9

Key Market Trends

• Increasing Food Demand and Need for Increased Agricultural Productivity
According to FAO, food demand is expected to increase by 50% to 90% by 2050.
Many factors, from climate change to the outbreak of pests and lack of investment,
make it challenging to produce enough food. The demand for food is expected to
increase in the near future due to the increasing population.
Owing to these trends, the market demand for food is expected to increase, thereby
demanding more productivity which can be achieved with the use of various
agrochemicals, thereby, increasing the demand for insecticides globally.

• Increasing Insecticide Consumption in the Asia-Pacific Region

Rise in the number of resistant pests, increasing food demand, and need for increased
agricultural productivity are the major factors driving the insecticides market in the
Asia-Pacific region. Farmers will need to increase production by increasing
productivity and using pesticides to control the damage caused by pests. Without the
use of crop protection products, such as insecticides, the overall food production may
decline, as due to climate changes and pests, farmers are facing yield fluctuations by
about 30%.

• Competitive Landscape10
The global insecticide market is a partially fragmented market with the presence of
various global and regional players. The top 7 companies accounting for around 40%
of the total market. The market is expected to be more consolidated in the future, as
the major players in the market are expanding their business by adopting various
strategies

Herbicides
Herbicides are crop protection chemicals, grouped under pesticides, which help in the growth
of crops by eliminating or restricting the growth of weeds in the field. Adequate application of
herbicides in the field positively impacts crop growth, yield quality, and quantity of yield.
Surging demand for food across the globe and rising awareness regarding the benefits of
applying herbicides pre- and post-cultivation of crops are the significant determinants driving

9
https://www.moneycontrol.com/stocks/marketinfo/marketcap/bse/pesticides-agrochemicals.html

10
https://www.mordorintelligence.com/industry-reports/global-insecticides-market-industry

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the growth of the global herbicides market. Additionally, the rising adoption of better
agricultural practices and integrated pest management technologies are also catalysing market
growth.

Market size and expected growth

The global herbicides market is estimated at USD 27.21 billion in 2016 and is expected to reach
an overall market revenue of $7,998.9 million by 2025, by growing at a CAGR of 4.8%.

Fungicide
Global Trend
The global fungicides market is expected to reach USD 20.37 billion by 2024 and is expected
to register 4.5% CAGR during the forecast period, 2019-2024. Fungicides are pesticides used
to prevent and control fungal growth and spore diseases. These strains can be used selectively
to combat certain diseases or widespread fungal infections. Increasing planting of fruits and
vegetables worldwide has accelerated the growth of the fungicides market due to the high
tendency of plants to fungal diseases. The adoption of advanced farming techniques,
increasing conditions for fungal infestation on crops, and the low cost associated with the use
of fungicides compared to other fungal growth control measures are factors that have
increased the demand for fungi worldwide. The practice of precision farming and organic
farming creates new opportunities for fungicide producers.

The global market for fungicides has been studied in about four key regions - North America,
Europe, Asia-Pacific, and the rest of the world.

The North American fungicides market is divided into the US, Canada and Mexico. The
European fungicides market is divided into Germany, France, Italy, Spain, the UK and the
rest of Europe. The Asia-Pacific fungicides market is divided into China, India, Japan,
Australia and New Zealand, and other Asian-Pacific countries. The global fungicide market is
divided into South America, the Middle East, and Africa.

Segmentation
The market is categorized based on the type, type of crop, application method, and region.

• By type, the fungicides market is divided into chemical fungicides and biofungicides.
Part of the chemical fungus is also divided into Benzimidazoles, Dithiocarbamates,
Triazoles, Phenylamides, and others.

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Capacity and production:

• Depending on the type of crop, the fungicides market is divided into grains & grains,
oilseeds and residues, fruits and vegetables, etc.
• Depending on the application mode, the fungicides market is divided into seed
treatment, foliar, soil treatment, etc.
Market share and Trend:
The growing market for agriculture in India thanks to government funding has given impetus
to the use of fungicide. The market share of the fungus has increased from 16% in 2004 to
20% in 2009. The current market share of fungicides is estimated at 26%. Planting around the
world is a must as food demand is a major driver of the market. Organic farming and
precision farming can increase the market share of the fungus market in the years to come.

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 Bio-Pesticides11:
Indian agriculture sector showed a huge boost in the productivity after green revolution
because of application of pesticides to prevent the destructive activities of numerous pests
like fungi, weeds and insects and various others micro-organisms. But over the excess of
chemical pesticides raised the environmental concerns such as degraded soils, groundwater
pollution, and residue of pesticides raised food safety concerns and pose trade impediments
for export.

Due to raised concerns, eco-friendly alternative became the need of the hour. Bio-pesticides
or biological pesticides based on pathogenic microorganisms specific to a target pest offer an
ecologically sound and effective solution to pest problems. Also, these bio pesticides pose
very less threat to environment and for human health.

There are several benefits of using biopesticides to agriculture such as- Inherently less
harmful and less environmental load Designed to affect only one specific pest or, in some
cases, a few target organisms Effective in very small quantities and often decompose quickly

Market Structure and trends:

The global biopesticides market size12 was USD 4.40 billion in 2019 and is projected to reach
USD 10.63 billion by 2027, exhibiting a CAGR of 13.1% during the forecast period. Whereas
the Indian Bio-pesticides market is expected to grow at a rate of CAGR 7.3% during the next
5 years i.e., 2021-202513.

11
http://ficci.in/spdocument/20292/petro1.pdf
12
https://www.fortunebusinessinsights.com/industry-reports/biopesticides-market-100073
13
https://www.mordorintelligence.com/industry-reports/india-biopesticides-market-industry

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Competitive landscape:
Indian Biopesticides market is currently dominated by various unorganised players due to
various reasons such as expensive registration. Whereas, there are some large organised
players also present in the market such as- Bioworks Inc., Sumitomo Chemical India Pvt Ltd.,
Koppert Biological Systems India Pvt Ltd., Nav Agro Pvt Ltd., Kilpest India limited.

Key Market trends:

Increasing Area Under Organic Cultivation

As the demand for organic food is increasing worldwide due to food safety concerns. Also,
increasing the adoption rate of organic cultivation in India is a major driving factor for
biopesticides in the country. According to the Research Institute of Organic Agriculture, the
area under organic cultivation in India is increasing at good pace and reached 2.78 million
hectares in March 2020. According to the Government of India, the area under organic
farming covered across the country under the schemes Paramparagat Krishi Vikas Yojana
(PKVY), Mission Organic Value Chain Development for North Eastern Region
(MOVCDNER) and National Programme of Organic Production (NPOP) is 23.02 lakh
hectares.

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Increasing usage of biopesticides

The increasing food safety awareness among the households/consumers, coupled with
rising environmental issues, the Government of India has banned around 18 active chemical
ingredients including ammonium sulphamate, azinphos ethyl, dicrotophos, and so on, that
are widely used across the country to control plant pests in 2019.

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 Annexure
A. CONSUMPTION OF BIO PESTICIDES FORMULATIONS IN VARIOUS STATES
DURING 2014-15 TO 2019-20 (Unit: MT Tech Grade)

S. No. States/UTs 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20

1 Andhra Pradesh 53 25 9 5 10 0
2 Bihar 252 286 314 320 350 560
3 Chhattisgarh 284 370 380 405 505 550
4 Goa 12 14 3 5 6 6
5 Gujarat 279 273 305 354 306 307
6 Haryana 330 340 380 390 410 400
7 Himachal Pradesh 15 16 2 1 2 NR
8 Jharkhand 3 7 11 38 41 91
9 Karnataka 530 505 473 544 544 530
10 Kerala 631 606 662 717 862 717
11 Madhya Pradesh 309 395 1063 326 322 336
12 Maharashtra 486 1173 1454 1271 1164 1082
13 Orissa 267 271 310 310 310 220
14 Punjab 136 138 134 259 246 242
15 Rajasthan 157 9 9 10 15 209
16 Tamil Nadu 286 286 294 630 500 813
17 Telangana 82 94 85 77 84 102
18 Uttar Pradesh 43 46 46 46 47 48
19 Uttarakhand 22 30 31 50 52 116
20 West Bengal 680 950 838 951 997 1017
Sub Total 4855 5834 6802 6710 6772 7345
North-Eastern
21 Arunachal Pradesh NR NR NR NR 17 18
22 Assam 130 150 188 217 234 243
23 Manipur 0.75 0.85 1 1 NR NR
24 Meghalaya 16 23 24 75 NR NR
25 Mizoram NR NR NR NR NR NR
26 Nagaland 12 12 12 14 18 19
27 Sikkim NR NR NR NR NR NR
28 Tripura 122 95 146 142 138 167
Sub Total 281 280 372 449 406 447

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 B. ALL INDIA STATISTICS OF AREA UNDER CULTIVATION AND UNDER USE OF
CHEMICAL & BIO- PESTICIDES DURING 2014-15 TO 2019-20

Unit: In '000
As on 13.04.2020
hectare
AREA UNDER
PESTICIDES NOT
YEAR under use
CULTIVATION BOTH CHEM
CHEMICAL BIO TOTAL of
& BIO
Pesticides
2014-
96628 53141 5405 9836 68382 28245
15
2015-
126957 69058 6478 10180 85717 41241
16
2016-
120798 71645 7267 25125 104037 28621
17
2017-
132011 82189 7738 10268 100195 36052
18
2018-
141555 81120 7119 10572 98812 45628
19
2019-
179603 94652 12228 6098 112978 66702
20
Source: States/UTs Zonal Conferences on Inputs (Plant Protection) for
Kharif & Rabi Seasons.

C. Major Biopesticides companies in India:

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State-wise Consumption of Pesticides (Technical Grade) in India14

(In Matric Tonne)

States/UTs 2017-2018 2018-2019
Andaman and Nicobar Islands NR NR
Andhra Pradesh 1738 1689
Arunachal Pradesh NR 14
Assam 241 385
Bihar 840 981
Chandigarh NR NR
Chhattisgarh 1685 1398
Dadra and Nagar Haveli NR NR
Daman and Diu NR NR
Delhi NR NR
Goa 24 25
Gujarat 1692 1558
Haryana 4025 4015
Himachal Pradesh 467 407
Jammu and Kashmir 2430 2459
Jharkhand 619 650
Karnataka 1502 1458
Kerala 1067 1037
Lakshadweep NR NR
Madhya Pradesh 502 540
Maharashtra 15568 11746
Manipur 27 NR
Meghalaya NR NR
Mizoram NR 74
Nagaland 20 NR
Odisha 1633 1609
Puducherry 43 41
Punjab 5835 5543
Rajasthan 2307 1280
Sikkim # #
Tamil Nadu 1929 462
Telangana 4866 4894
Tripura 330 349
Uttar Pradesh 10824 11116
Uttarakhand 210 102
West Bengal 2982 3190
India 63406 57022

14
https://irmaelibrary.informaticsglobal.com:2061/table/agriculture-data/2/consumption-of-pesticides/206872/1346106/data.aspx

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