MAHYCO SEEDS

SALES & MARKETING

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

Submitted By:

Sandip.S.Rathod. Agri Bussiness (2023-24)

Pune Institute Bussiness Studies(PIBS)

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 BAR
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 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)

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 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:- / /

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 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.

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 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

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 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

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 How do they work:-

FARMERS

SEEDS

PRODUCTION CENTRE
TESTING FOR QUALITY
SEEDS ACCEPTED/REJECTED
STANDARDS

PACKAGING

STORED DELIVERED TO MARKET

Mahyco strongly focused on:-

MARKETTING

RESEARCH & PROCESSING

DEVELOPMENT

PROCUREMENT AND
PRODUCTION

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 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.

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 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

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 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.

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 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)

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 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.

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 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.

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 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.

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 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

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 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

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 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).

180
160
140
120
100
80
60
40
20
0
Jeeva

Nobel

Teja

Teja
ax Swati
Super

Megahot
Syngen
Ar

Kav

M
un

eri

ini

Ashwi
ni

ta

Keerthi
Dham

Mohini
9
Aashirw

Seeds
Mahyco Tejaswini

J.K

Local/Traditional
ad

Logix

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

Mahyco Jeeva
Arun Ashirwad Kaveri Dhamini J.K Ashwini Syngenta
Tejaswini Logix
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
Thirumalayapale
11 0 0 1 0 0 6 0 0
m
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

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 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

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

Nobe Local/Tradit Super Keerthi

Max Swati Megahot Mohini Rohini
l9 ional Teja Teja
Anantapuram 0 0 0 0 0 0 0 0 0
Astanagurthy 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
Thirumalayap
3 0 0 0 4 0 0 1 0
alem
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
Dhammaigud
1 0 0 0 0 0 0 0 0
em
Dhasedu 0 0 0 0 1 0 0 0 0
Eslapudi 0 0 0 0 0 0 0 0 1
Gaigullapalli 2 0 1 1 1 0 0 0 0
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
Guruvyagude
0 0 0 0 0 0 0 2 0
m
Kathiraju
0 0 0 0 0 0 0 3 0
Gudem
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
1 0 0 0 2 0 0 0 0
guda
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

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 Pocharam 0 0 0 0 0 0 3 0 0
Raghavapura
1 0 0 0 0 0 0 0 0
m
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
Thummalapali 0 0 0 0 0 0 0 0 0
Venkatapale
0 0 0 0 0 0 0 0 0
m
Venkatapura
0 0 0 0 0 0 0 0 0
m
Vepukunta 0 0 0 0 0 0 0 0 0
24 4 11 4 26 1 8 18 1

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

Neera Pen Agro Ravi Camp Gayat Nujivee Sakt Ramya

ja ar Seeds Teja si hri du hi Teja
Anantapuram 0 0 0 0 0 0 0 0 0
Astanagurthy 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
Thirumalayapa
1 2 0 0 0 1 0 0 0
lem
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
Dhammaigude
0 2 0 0 0 0 0 0 0
m
Dhasedu 0 0 0 0 0 0 0 0 0
Eslapudi 0 0 0 0 0 0 0 0 0
Gaigullapalli 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

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 Guruvyagude
0 0 0 0 0 0 0 0 0
m
Kathiraju
0 0 0 0 0 0 0 0 0
Gudem
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
0 0 0 0 1 0 0 1 0
guda
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
Raghavapura
0 0 0 0 0 0 0 0 0
m
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
Thummalapali 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

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

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 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

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

INFLUENCERS
120

100

80

60

40

20

0
Company Dealer & Fellow
Dealer Fellow Farmer Distributor
Representative Farmer
TOTAL 7 2
60 111 21

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’.

Yield Quality
143 163
40 12 27
4 1 5 3 2

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 Color Company Brand
90
102 62
72
25
0 1
16 16 16

Excellent VeryGood AverageNot

GoodSatisfied

Virus Control Availability

91 98 152

2 2 7 8 25 10
2

ExcellentVeryGoodAverageNot Excellent VeryGood AverageNot

GoodSatisfied GoodSatisfied

Weight
89
70

24
11 6

ExcellentVeryGoodAverageNot
GoodSatisfied

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

DISTINCTION
89

65

29

11
7

Totally agree Agree Neutral DisagreeTotally Disagree

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 On the basis of Distributor and Dealers Response

1. Business Type

Business Type

82%

Distributors
Dealers
18%

Interpretation:-

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

companies

2. Which Company having more Demand

Which Company having more Demand Mahyco Tejaswini

2% Max Super teja Nuziveedu JK
2%2% 2% 2% Lead Better Seeds Sandya Seeds Deccan seeds Aadha
Dhamini
Kaveri
4% 7% 4% Mahindra and Mahindra Tulasi
2% Vagro
2%

4% 25%
2%

9%

7%
13%
13%

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 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

Mahyco Tejaswini
Deccan seeds Super Teja Ankur
J. K Seeds Ramya Teja Nujiveedu Vimal seeds Ashw
2% 2% Krishidhan seeds Tulasi
2% Sandhya seeds Deccan seeds Max
4% 8% Jeeva logix Aditya Nobel Seeds Neo Seeds
Lead Better Seeds
14%

6% 24%

4%

2% 6%
2%4% 8%
4%
2%
4%
2% 2%

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

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 4. What are the main Factors you look before buying

What are the main factors look before buying

QualityDemand from farmersPrice

33%
40%

27%

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

What kind of services do you expect from your Suppliers

Quality of seeds Delivery Should be in Time
No Damage of seeds Quik Response

13%
20%

47%
20%

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 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?

According to you which chilli seed is better? Why

Mahyco tejaswini Good Quality

Deccan seeds - Good Size

2%
2% JK - Good Size Ramya teja Good Size M
Vargro
4%
Field staff are good Nujiveedu
2% The price is low Sagar seeds Good Qual
15% Depend up onthe farmers

15%

31%

2% Max, Good Quality

4% 5%
Jeeva logix - Price is low

7% 5% Shena seeds
4%
2% Almost all are equal

Lead Better Seeds, More yield

Interpretation

Out of 73 respondents it was observed that 31% o of Mahyco tejaswini , 15% of Max
seed, 7 % of JK seeds are good.

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 7. How do you rate the quality of Mahyco tejaswini

How do you rate the quality of tejaswini

GoodAveragePoor

20%

53% 27%

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

How easy to contact Support Issues

EasyHard

47%
53%

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

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

Any Sugesstions/Problems for Mahyco Tejaswini to increase the sales

Under sale was the main problem for Dealers and this is the main problem in the market.
Mainly problem is virus.
2%
2%
7% Have to control the virus,at the time of 2nd pic
Complaints given by the farmers were not rect
7% Purity of crop is not there.
2%
28%

9% Virus & Price is the Main problem.

Proper advertisement is not there

2%
No Suggessions

15% 2%
Margin is not providing frequently
15%

7% Because of virus the sales were decrease and f

Price is high
2%

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 2 nd 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.

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 On the basis of nursery owners response

1. Which Company having more Demand

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

2. Best Features of Mahyco Tejaswini

Best Features of Mahyco Tejaswini

Good Pungency and Good Size

25% More Yield

Good quality,colour, weight

28% 13%
18% Fruit is good long in length

Company Brand
5%
12% It is suitable for any weather conditions
17%

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 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

Opnion on Pelleted seeds

In Pelleted and Non Pelleted seeds the

5% Quantity of seeds variation is there Inside Coating there were no seeds
8%
13% Germination and purity problem is
20% there
7% It is good for automation seed
handling is easy Handling is easy

15%
7% Price is high comparing to other seeds
5%
20% Seeds were Good

Proper yield is not there

Quality is changed

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.

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 4. Other company using Pelleted seeds

Other company using Pelleted seeds

IASUS Agri seeds

44%
56%

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

Need to Improve in tejaswini

Quality has to be improved
10%
In pelletted seeds The quantity
5% 15% difference is there
10% 12% Need to Improve germination
More Advertisements should be
done
Margins Should be given at
27%
regularly Price is high
8% 13%
Nothing

Regular visits by Company

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

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 6. Cash/Credit ratio

Cash and Cash/ Credit Ratio

Credit Business 18%

Cash
82%

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

Seedling Price of Me too Seedling price of Mahyco Tejaswini

0.5/10.6/1 0.6/10.7/1

37% 37%

63% 63%

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

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 On the basis of Traders owners response

 Things you like while buying the chili products

Things you like while buying the chilli

products

Pungence+
25% or
Shinning(Dull
Dark)+ Moisture Condition
Light colour Should be there
75%

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

Usage of Product
PicklesPowderColoursChemicalsOilMedical

14%
16%
26%

17%

9%
18%

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%

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 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

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

Promotional events were organized by other companies

Promotional events were organized by other companies

Crop shows

Meeting farmers regular at the

time of Season
7% 13% 20%
Different Designs of Posters in
regional Language with light radium colour
20% Door to Door Interacting with
27% Farmers

13%
Meeting with farmers regular

Wall Paintings,Tree
Boards,Posters

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%

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 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

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 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

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 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

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 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

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 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 Farmer s Margins Qua lty 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?

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 Questionnaire for Traders on Brand Awareness Of Mahyco tejaswini

Name of the Firm

Name of the Proprietor

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

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 Questionnaire for Dealer/Distributor on Brand Awareness Of Mahyco tejaswini

 Name of the Firm

 Name of the Proprietor
 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?

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 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

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 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

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