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The present practice of fertilizer distribution in India has a number of gaps and hence it is ill equipped to handle current shortages and surging demand. Shortages are being experienced and the farmer continues to face the problem of not getting urea at the right time and place which is hampering the growth of farmers. The consequences are: (a) Farmers of Punjab (and the country in general), who record the highest consumption of fertilizer within the country are not in good conditions economically (b) Increasing production of food-grains and other essential crops and making these available to the poor at affordable prices remains a challenge to Indian Government. The aim of our product is to fill up this gap with a fertilizer brand that is sensitive towards the farmer and would help them overcome their financial problems, as well as help the Indian Government in increasing production of food-grains and other essential crops and making them available to the poor at affordable prices
Gaps in the Existing Supply Chain
Estimation gap: Estimation of urea requirement is based on the collation of data by a large network of field personnel of the Government, with the assistance of the Lead supplier, which is vulnerable to inefficiencies in interpretation, collation, complexities and models used. Data moderation at the State and Central Governments inject further inaccuracies in the projections, with variations ranging as high as 22% as at the end of the Eighth Plan, leading to avoidable pressures on production, procurement, allocations, and planning of distribution strategies. Allocation gap: The Government machinery determines allocation. Besides, the aforementioned distortions in estimation, other extraneous factors that determine allocations are political pressures, farmer lobbies, manufacturers, and corporate consumers, etc. which adversely affect the resource allocation. Fragmentation of land holdings has resulted in greater complexities in the allocation of resources. Production gap Demand –supply gap: The production of urea within the country is not sufficient to meet even the current requirement, let alone the future projections. In order to overcome the production gap, India has two alternatives –live with the supply gap, or import. The data on urea demand gap is tabulated below.
6 2. rail. copper. infrastructure required for fertilizer distribution systems-road.1 0. storages. ports.3 20. Some of the issues that are identifiable are given in the flow chart below. Supply and Imports (million tonnes). 4.7 29.0 Micronutrient gap: The micronutrient deficiency in crops is growing rapidly both in extent and intensity with the Green Revolution and it has been observed that 47. bridges.8. whenever India enters the international market to import fertilizer.1 Imports 0. India does not have sufficient gas.7 6. 11.7 22.Table: Urea Demand. manganese and boron and it is anticipated that with higher yields and more intensive agriculture.7 6.3 24. This option was exercised primarily because India did not have sufficient feed-stocks/raw material at low enough prices to make production costs competitive with world prices. The deficiency of zinc is the most widespread followed by that of iron.5 26. However naphtha is not energy efficient. and hence not cost efficient. etc. as compared to gas based plants. Hence the country has to take a call whether to import at a price higher than the indigenous price of urea. Capacity gap: During the last two decades there has been no establishment of fertilizer plants. Price gap: While the demand for urea has increased over the years.0 20. the micronutrient can be expected to deplete further. as the international prices are continuously increasing and country’s foreign exchange is being used. Investment gap: Declining Government investments in setting up fertilizer plants. whether for buying or making urea within the country properly. Option of import is a luxury. since the 80s. iron and manganese respectively. The intensity of use of fertilizer is much lower than norms. copper. A look at the historical urea prices reveals that these have fluctuated from the lows $61per tonne to $86 per tonne in 1999 to the highs of $274 per tonne in 1975 and $251 per tonne in 1995 depending upon the quantities imported by India and China. international prices fluctuate wildly.0 20.0 23. Make or Buy decisions has been a longstanding challenge for the Government.1 4. continuous technological inputs are needed to make them cost-effective.1 Supply 19.0 percent soils are deficient in zinc. as these are not cost based but are determined by the forces of demand and supply. and to attain our target of food security we need to monitor and deploy the resources. Year 2004 2005 2006 2007 2008 2011(E) Demand 19.5 and 4. and particularly so. as also agriculture and allied activities in general are closely related to increasing subsidies. .2 20. hence it has to import gas or use dual feedstock plants based on naphtha/gas. To enhance fertilizer-use efficiency under different cropping systems. The deficiencies of boron and molybdenum also have been recorded in many areas.7 20. as the country opted to import rather than enhance production capacity.
10–26–26. Table 6 shows the chronology of fertilizer production in the country. Chronology of fertilizer production in India Year of manufactur e 1906 1933 1959 1959 1959 1960 1961 1965 1967 1968 1968 1968 SSP AS Ammonium sulphate nitrate Urea Ammonium chloride Ammonium phosphate CAN Nitro phosphate DAP TSP Urea ammonium phosphate NPK complex fertilizers Fertilizer product Total number of units 65 10 No longer manufactured 29 1 3 3 3 11 No longer manufactured 2 6 The total indigenous capacity of N and P2O5 increased from 17 000 and 21 000 tonnes in 1950/51 to 12 276 million and 5 547 million tonnes in 2004/05. which we will introduce with our product. India produces various grades of simple and granulated mixtures. In addition. The production of NP complex fertilizers commenced in 1960/61. Currently. 14–28–14.Vision of our Product Our Product “Urvara” Aims at reducing these gaps. The Fertilizer Sector The history of the Indian fertilizer industry dates back to 1906. India produces a large number of grades of NP / NPK complex fertilizer. India produced only straight nitrogenous fertilizers [ammonium sulphate (AS). These include 16–20–20. 15–15–15. Prior to 1960/61. For this class of farmers it is important to have low input prices. 17–17–17. calcium ammonium nitrate (CAN). Since then. 14–35–14 and 19–19– 19. the technologies used and the feedstocks employed. . 20–20–0. The fertilizer industry in India is in the core sector and second to steel in terms of investment. 28– 28–0. urea. there have been major developments in terms of both the quantity and the types of fertilizers produced. when the first fertilizer factory opened at Ranipet (Tamil Nadu). 12–32–16. 19–19–19. Over 80% of farmers are small and marginal farmers producing primarily for self consumption and left with little marketable surplus. ammonium chloride and single superphosphate (SSP)].
the importation of DAP fell to less than 1 million tonnes after 2000/01.51 million and 0. DAP and potassium chloride (MOP). in 1951/52. phosphatic and potassic fertilizers were decontrolled. Production ('000 tonnes) 79 601 141 4 709 4 507 2 483 19 038 31 558 . this had increased to 1. the rate of growth in the demand for these products slowed.325 million tonnes P2O5. In 2003/04. MOP imports were 2.9 percent of total P2O5 production (Table 7). It introduced a “retention price” subsidy in 1975/76. In 1992/93.05 million tonnes N and 0. respectively.6 percent of total N production and di-ammonium phosphate (DAP) accounted for 59. The country has almost reached self-sufficiency in urea production. Production by product 2003/04 Fertilizer products Ammonium chloride Ammonium sulphate CAN DAP NP / NPK complexes SSP Urea Total IMPORTS India imports mainly urea. in 2003/04). In 2003/04. respectively.73 million tonnes. In 2003/04. the level of imports was between 1. The scheme led to a sharp increase in domestic capacity and production between the mid-1970s and the early 1990s.58 million tonnes In addition.32 million tonnes respectively in 1975/76 to 7. As a result of the oil crisis in the mid-1970s and the consequent sharp increase in the international prices of fertilizers. As regards DAP.5 and 2 million tonnes in the 1980s and 1990s. By 1973/74. A great deal of DAP capacity came on stream in the early 2000s. urea accounted for 84. As a consequence. There has been a shift in the product pattern over the years. The total production of N and P2O5 rose from 1.56 million tonnes in 1991/92. The total production of N reached 10.6 million tonnes and that of P2O5 reached 3.30 million and 2. Consequently. Imports meet the entire MOP requirement as there are no known natural potash deposits in the country.6 million tonnes in 2003/04. DAP imports were 0. India also imports a small quantity of mono-ammonium phosphate (MAP) and potassium sulphate (SOP) (65 000 and 10 500 tonnes. SSP and AS dominated fertilizer production before the 1960s whereas urea and DAP dominate production at present. the Government of India encouraged investment in domestic fertilizer production plants in order to reduce dependence on imports.PRODUCTION The domestic production of N and P2O5 was 29 000 and 10 000 tonnes.
8 million tonnes. the per-hectare consumption is more than 100 kg in West Bengal (122 kg). In the remaining states. It reached 12. After the decontrol of P and K fertilizers the growth in consumption slowed. respectively. Andhra Pradesh (138 kg) and Tamil Nadu (112 kg).73 million tonnes in 1991/92 as against 0.78 million tonnes in 1965/66. In 2003/04. the growth in consumption has been erratic. Since then. importation and consumption of N. in the East and West zones the consumption is lower than 80 kg/ha. P2O5 and K2O from 1999/2000 to 2003/04. The consumption of N. Haryana (167 kg). With the introduction of high-yielding variety (HYV) seeds.CONSUMPTION Fertilizer consumption was less than 1 million tonnes before the mid-1960s. P2O5 and K2O was 11. importation and consumption of fertilizers Year Fertilizer Item N Production Importation Consumption P2O5 Production Importation Consumption K2O Production Importation Consumption 1999/2000 10 873 856 11 593 3 448 1 534 4 798 1 774 1 678 2000/01 10 943 164 10 920 3 734 437 4 215 1 594 1 568 2001/02 '000 tonnes 10 690 283 11 310 3 837 494 4 382 1 697 1 667 10 508 135 10 474 3 904 228 4 019 1 568 1 601 10 557 205 11 076 3 617 372 4 124 1 553 1 598 2002/03 2003/04 .12 and 1. The all-India per-hectare consumption of total nutrients was 89. Among the major states. the consumption per hectare is lower than the all-India average. Production. Uttar Pradesh and Uttaranchal (127 kg).07 million tonnes of nutrients).60 million tones. Table 9 shows fertilizer consumption per hectare of the gross cropped area in the major states. there was acceleration in the growth of fertilizer consumption. CONSUMPTION AT STATE LEVEL The consumption of fertilizers varies significantly from state to state. total nutrient consumption was 16.8 kg in 2003/04. Punjab (184 kg). While the North and South zones have a consumption of more than 100 kg/ha.08. The highest consumption was recorded in 1999/2000 (18. Table 8 shows the production. 4.
7 64.9 2.1 167.1 40.4 140. reaching 6. After decontrol of P and K fertilizers in 1992/93.6 80.7 8.9 0.7 3 6.7 63.6 12.8 4.4 3.8 102.9 6.4 32 38.5 75.9 63.4 46.7 40.7 26. This ratio narrowed from 8.1 19.4 27.1 55 65.5 6.5 59.4 184 126.9:2.3 59. the ratio widened to 9.9 29.9 19.2 68.4 26.2 4.7 8.2 18.6 3.2 15.4 122.2 60 84.8 38.2 17.6 91.3 59.7 38 30.6 22.6:1 in 2003/04. Consumption of fertilizers by state 2003/04 Zone/State N P2O5 (kg/ha) East zone Assam Bihar & Jharkhand Orissa West Bengal North zone Haryana Himachal Pradesh Jammu & Kashmir Punjab Uttar Pradesh & Uttaranchal South Zone Andhra Pradesh Karnataka Kerala Tamil Nadu West Zone Chhattisgarh Gujarat Madhya Pradesh Maharashtra Rajasthan All India 49 22.5 18.5 41.6 7.1 28.7:2. the ratio remained wide and in 1996/97 it was 10:2.3 32.9 23.7 7.3 25.9 25 17.6 32.4 136.5 95.1 11 11. Despite the introduction of a price concession on P and K fertilizers and other measures taken to increase their consumption. the N:P2O5:K2O use ratio has favoured N.4:1 in 1991/92.1 49.9:1 Subsequently it has tended to improve.6 50 139.NPK CONSUMPTION RATIO Because the deficiency of N is widespread.9:2.4 71.1 40 29.9:1 in 1993/94.2:1 in 1961/62 to 5.8 12.8 74.8 46.2 5.7 15.3 2.8 10.5 89.7 105.5 33.8 K2O N + P2O5+ K2O .6 112.9 9.6 8.2 22.1 35 19.9:2.9 125.1 11.
Share of fertilizers in total N and P2O5 consumption. urea accounts for most of the consumption of N and DAP for most of that of P2O5. Single superphosphate (SSP) accounts for 10 percent of total P2O5 consumption.Target Market Our target market will be the North Zone. Other straight N fertilizers. Figure 4 shows the shares of the various fertilizers in total N and P2O5 consumption in 2003/04. Uttar Pradesh & Uttaranchal. CAN and ammonium chloride account for only 2 percent. DAP accounts for 63 percent of total P2O5 consumption and other complex fertilizers for 27 percent. 2003/04 . which includes Haryana. such AS. we will make it a point to keep our costs low and price them according to what the farmers can spend and get the most out of it Consumption by Product While India uses many types of fertilizers. Punjab. Himachal Pradesh. Urea accounts for 82 percent of the total consumption of straight N fertilizers. The share of N through DAP and other complex fertilizers is about 16 percent. As they are the states that have the largest consumption of fertilizers and also are the major importers of fertilizers. With most of the farmers living in poor condition. Jammu & Kashmir.
• We will also hold workshops for farmers to teach them how to recognize nutrient and pH deficiencies Activities for investing in regional testing capabilities • Upgrade equipment in main research stations • Adopt internationally acceptable testing protocols • Upgrade professional skills of technicians • Ensure regular supplies of reagents Activities for updating technical information on soil fertility • Update old soil maps • Perform comprehensive nutrient analysis of different soil series • Conduct fertilizer trials • Broaden range of products on market Activities for developing principles of soil fertility management • Synthesize extension messages (doses. application methods/crop/soil type) • Disseminate appropriate messages widely to farmers Activities for teaching farmers recognition of nutrient and pH deficiencies • Train farmers on use of leaf color charts • Train farmers to use vegetation types as indicators . to make sure we cater to the changing needs of the farmers and soil. • We will develop Principles of soil fertility management and disseminate it among the farmers.Positioning Strategy Organizational Outputs • Up-to-date technical information • Effective distribution networks • Set up fertilizer suppliers association • Reduced prices of fertilizer 1: Strategies to update technical information • We will invest in regional testing capabilities to improve our products effectiveness and differentiate it from the rest of the players • We will update the Technical information on soil fertility at regular intervals.
We will establish localized blending plants .Conduct routine soil testing before blending .2: Strategies & actions for effective distribution networks • We will establish Wholesale and retail linkages • Appoint wholesalers at major centers • We will train traders on marketing & business skills • Carry out needs assessment • Design courses and deliver them • Train farmers on group marketing – Assess functional capacity of coops – Design courses and deliver them • Distribute Pre-packed fertilizer in small labeled bags – Develop standards & advertise small packs 3: Actions for forming a fertilizer suppliers association Convene suppliers meeting to discuss constitution Register the association Establish links with international associations 4: Strategies & actions for reducing prices of fertilizer .Establish in-house analytical facilities .Monitor distribution of blends .We will use cheaper modes of freight to reduce transportation cost .Consolidate farmer demand orders .Utilize rail freight and utilize back-hauling .We will encourage farmers to purchase in bulk by promoting bulk orders .
with the added benefit of high levels of slowrelease magnesium. And its longevity is as reliable as coated products.The Product Feautres of URVARA(the crop booster): Urvara is the only renewable fertilizer that can be used in the same manner as widely-used mono-ammonium phosphate or coated products. too. Yet. Compared to conventional fertilizer manufacturing. The manufacturing of Urvara is unique. bacteria and temperature changes. . top dressing or incorporation. unlike slow-release products. Your plants will see the difference and the environment will thank you for both what it’s made from and how it releases. it is far more predictable as it is not affected by excessive moisture. the production of Urvara is highly energy efficient and is produced without adding greenhouse gases to the atmosphere. Its crystalline structure allows it to form a completely new chemistry for our industry. Urvara’s benefits include slow release and ease of handling. The prill is a hard crystalline material suitable for broadcasting. There’s no need to change equipment or application methods because Urvara can be substituted for any existing phosphorus source. No other commercially available fertilizer has renewable and environmental safety attributes comparable to Urvara.
Cuts Disease! Cuts Plant Damage–Wind & Rain!. It is processed under rigid quality control to retain nature’s valuable nutrients.Non Toxic! Speeds Germination And Growth! Fast Absorption!. Cytokinins. it is one of the essential food source of plants. Features & Benefits: • • • • • • • Easy To Spray ..Chelated . It also contains Plant Growth Hormones (Auxins. hence promoting stronger and healthier plant growth.Increases Your Yield!. Nutrients For The Soil “Feeding the plants without concern for the soil is like building a house on sand”. .Sticker! No Burning – No Overdose . Urvara reactivates the good micro organism in the soil and gives improvements on the eco-system of the plants. . . Artificial fertilizers offer short term impressive results do so in the expense of the long term health of the soil. and Giberillins) plus Alginates and Carrageenan from tropical seaweeds and other rich sea minerals important to plant growth and development. giving long term health benefits for the plants. Stimulates The Natural Plant Development Urvara Organic stimulates the natural development and growth of plants by increasing the chlorophyll production level.-Helps Protect From Low Rainfall! Regenerates & Detoxifies Your Soil!. Urvara Organic acts as the plant’s catalyst in utilizing more effectively the sun’s energy. soil is very important.Restores Soil Fertility . Kelp and Guano Extracts through Natures Beneficial Microorganism.Increases Quality! Systematic Acquired Resistance To Pests!. This is the pesticidal property of seaweeds and guano which make plants resistant from stress brought about by pests and disease. more than 60 micro nutrients plus Amino Acid essential for plants derived from a 100% natural fermentation of Fish.Features Complete Plant Food Urvara Organic is a perfect combination of Natural NPK. It creates an extended root system giving plants greater access to nutrients and water in the soil hence. Natural Resistance Urvara Organic stimulates the activity of beneficial soil micro-organisms.
Bat Guano Extract • • • Source Of Essential Nitrogen Essential Phosphates. Cytokinins. Improves Soil Fertility Protects Plants From Stress – Wind & Rain 4. Potassium& Sulfates Anti Pest . Mineralization and Humus Enhances Breakdown Of Organic Matter and Fast Decomposition Kills Antibiotics and Bioactive compound 2.Urvara Organic Premium Ingredients 1. Fresh Tropical Seaweeds Extract • • • • • • • • • Loaded With Beneficial Micronutrients Contains Plant Growth Hormones (Auxins. Increases Water Retention Helps To Protect Plants In Times Of Low Rainfall Speeds Up Germination. and Giberillins) With Natural Sticker from Carageenan and Alginates Helps To Protect Plants In Times Of Low Rainfall Permits Roots To Access Low Water Levels. Increases % Success Of Germination. Speeds Up Growth Reduces Nutrient Leaching. Natures Beneficial Microorganism • • • Increases Nitrogen Formation Fixation. Fish Emulsion from Fresh Fish Extract • • • A Tremendous Source Of Nutrition and contains Substantial Amount of Proteins Balances Nitrogen Provision and Full Spectrum fertility All 18 Nutrients Necessary for the plant growth 3.
Glucose .• Assists In Soil Regeneration 5.Raw Molasses • • • • • • Quick source of Energy for Microbes Significant Source of Potash and sulfur Ability to Work as a Chelating Agent Converter of Some Natural Nutrients Natural & Organic Source of Micronutrients Supplying Nutrients for the Soil and the Plants through Root System .
free leakage of fertilizer compound will be stopped up. Here. Chelation affinity of URVARA: URVARA will have the greatest quality of chelate formation. Restrict new pest breakage: Our fertilizer will prevent new pest breakage. It happens due to excessive use of pesticides. and suckers like cuscuta. it absorbs vital nutrients which are needed for the plant metabolism.Innovative value added quality of URVARA: Pesticide added fertilizer: We will provide fertilizers with the quality of pesticides to users. Eco-friendly product: Most of the fertilizers do not easily degrade in the environment after completing their work. But after using our fertilizers there will be no need of extensive pesticide. It results in environmental pollution and enters the food cycle through herbivores that infect human beings also in the top food level strata. Due to that. Some time. Natural resistance: Innovative special Organic compound of URVARA stimulates the activity of beneficial soil micro-organisms. Our fertilizer will have affinity to kill pest. Plant can absorb full compound easily without any constraint. Farmers have no need to spray insecticides because it will be already present in our fertilizer. bugs. actually cuscuta is a plant sucker. we will provide fertilizer which will degrade easily after completing its work. Our products have quality to kill these suckers. This is the pesticidal property of seaweeds and guano which makes plants resistant to stress brought about by pests and disease. weeds. it happens that new pests appear in the life cycle of the plant. . Chelation of compound will restrict compound to be independent.
CAN U.UREA U.AS U.20 480.ASP U.39 492.NPK 12:32:16 CH.DAP U.88 510.20 243.15 377.SSP(G) CH.80 470.39 195.DAP CH.SSP(P) U.10 230.20 170.SSP(G) U.UREA U.00 230.35 .10 325.05 Area wise rate 250.13 243.39 370.DAP CH.10:26:26 U.MOP U.Price of our Products: Types of our product and its price: SERIAL NO [A] 1 2 3 4 5 6 [B] 7 8 9 10 11 12 13 [C] 14 15 16 17 18 19 [D] 20 21 22 [E] 23 24 PRODUCT U.UREA CH.10 239.10 470.SSP(P) IPL UREA IPL MOP IPL DAP RCF UREA RCF SUFLA15 FARMER PRICE Per Bag 250.10 250.MOP CH.GYPSUM U.20 176.PHOS U.10 269.NPK 12:32:16.05 199.10 258.85 400.10 540.
20 179.20 325. Free knowledge about various fertilizers and its requirements upto what concentration.20 168. customer can easily contact our CRM department. We will make a outlet named HARYALI which will give information about our innovative product and how to utilize it to the farmers.13 190.20 188. If any problem occurs. Our company will provide self spraying of fertilizer in large crop farms. Providing free sample of product by which they can test our product’s performance. Home delivery of the product for easy access of URVARA. if customer wants to use this service. We will also give information to customer about modified high yield seeds. Direct customer relation to know about the product effectiveness. .it will give information to the farmers that up to what amount of npk (nitrogen: phosphorus: potassium) is needed for the studied field .25 [F] 26 27 [G] 28 29 30 RCF DAP NIR SSP-G NIR SSP-G LIBERTY SSP(P) LIBERTY SSP(G) LIBERTY NPK(20:10:10) 440.00 Service and customers relationship: Our company will provide free soil analysis to their fields .
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