PRIN. L. N.

WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT

&
RESEARCH

SECTORAL RESEARCH PROJECT

ON

Accessing the market potential of Herbicide

(Centurion-UPL)

BY
SAMRUDDHI NIMBHORKAR
ROLL NO: 32
PGDM RURAL MANAGEMENT
2021 – 23

PROJECT FACULTY GUIDE

JAYKRISHNAN.S.NAIR

i
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 PROJECT COMPLETION CERTIFICATE

This is to certify that project titled “Accessing the market potential of Herbicide (Centurion-
UPL)” is successfully done by Ms. Samruddhi Nimbhorkar in partial fulfilment of his two years
fulltime course, Post-Graduation Diploma in Management‟ recognized by AICTE through the
S. P. Mandali’s Prin. L. N. Welingkar Institute of Management Development & Research,
Matunga, Mumbai.

This project in general is done under my guidance.

(Signature of Faculty Guide)

Name: Jayakrishnan S. Nair

Date: 18/05/2023

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 DECLARATION BY THE STUDENT

I, the undersigned, hereby declare that the project titled; “Accessing the market potential of Agri
Input Herbicide (Centurion) of UPL”

(a) Has been prepared by me towards the partial fulfilment for the award of Post Graduate
Diploma in Rural Management under the guidance of; Jayakrishnan S. Nair, Associate
Professor- Rural Management, Prin. L. N. Welingkar Institute of Management Development
and Research, Mumbai.

(b) This work is original and has not been submitted for any degree/diploma in this or any other
Institute/Organization.

(c) The information furnished in this dissertation is genuine to the best of my knowledge and
belief.

Samruddhi Nimbhorkar

Candidate Name and Signature

Place: Mumbai

Date: 16/05/2023

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 ACKNOWLEDGMENT

With immense pleasure and a deep sense of gratitude, I would like to present this sectoral research
project report as part of my 6th-trimester curriculum. It was an enriching experience with a lot of
learning. Being a student of S.P. Mandali’s Prin. L.N. Welingkar Institute of Management
Development & Research, Mumbai, I wish to place on record my grateful thanks to all those who
have contributed to the successful completion of this research project.

My sincere thanks to, Dr. Jayakrishnan S. Associate Professor - Marketing and Rural
Management of S.P. Mandali’s Prin. L.N. Welingkar Institute of Management Development &
Research, Mumbai for sparing his valuable time with me and for all the guidance and suggestions
given to be implemented in executing the project.

I am thankful to my Parents, family members, and friends for all the love, care, support, and
blessings they have showered every day.

However, I accept the sole responsibility for any possible error or omission and would be
extremely grateful to the readers of this project report if they bring such mistakes to my notice.

Thank You,

Samruddhi Nimbhorkar.

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 Contents

LIST OF FIGURES ..................................................................................................................... 6

EXECUTIVE SUMMARY ......................................................................................................... 1

INTRODUCTION ....................................................................................................................... 2

RESEARCH PROBLEM ............................................................................................................. 3

RESEARCH METHODOLOGY & PROCESS .......................................................................... 3

SAMPLE DESIGN & SIZE......................................................................................................... 4

DATA COLLECTION TECHNIQUES ...................................................................................... 4

PERIOD OF STUDY ................................................................................................................... 4

INDUSTRY ANALYSIS ............................................................................................................ 5

MARKET SIZE ........................................................................................................................... 5

DATA ANALYSIS AND INTERPRETATION ......................................................................... 7

RECOMMENDATIONS ........................................................................................................... 12

CONCLUSION .......................................................................................................................... 13

ANNEXURE.............................................................................................................................. 14

REFERENCES .......................................................................................................................... 16

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 LIST OF FIGURES

Figure 1 ................................................................................................................................... 8

Figure 2 ................................................................................................................................... 9

Figure 3 ................................................................................................................................... 9

Figure 4 ................................................................................................................................... 10

Figure 5 ................................................................................................................................... 11

Figure 6 ................................................................................................................................... 11

Figure 7 ................................................................................................................................... 12

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 EXECUTIVE SUMMARY

India is an agrarian country, where > 50% of people are earning their livelihood through
agriculture. India is the largest producer of pulses, spices, tea, milk & cashew and the 2nd largest
producer of wheat, rice, sugarcane, cotton, and fruits.

Agrochemicals products are designed to protect crops from insects, diseases & weeds by
controlling pests that infect or damage the crops. Uncontrolled pests significantly reduce the
quantity and quality of food production. Food crops must compete with > 30000 types of weeds,
3000 species of nematodes & 10000 types of plant eating insects. Agrochemicals are the last and
one of the key inputs in agriculture for crop protection & better yield.

At present, India is the world’s 4th largest producer of agrochemicals after the United States,
Japan, and China. UPL is a global agricultural solutions company based in India. It is one of the
largest producers of agrochemicals in the world. UPL manufactures and markets a wide range of
crop protection products, including insecticides, herbicides, fungicides, and specialty chemicals.

UPL is a global agricultural solutions company based in India. It is one of the largest producers
of agrochemicals in the world. UPL manufactures and markets a wide range of crop protection
products, including insecticides, herbicides, fungicides, and specialty chemicals.

Centurion is a Grass Herbicide launched by the United Phosphorus Limited (UPL) which kills
the target glasses like echinochloa, digitaria, cynodon dactylon.

The purpose of this study is to examine the key factors affects consumer behavior and to
understand the needs of the customers who are using grassy herbicides for killing the unwanted
plants available in the field. What are the challenges they are facing while using Herbicide by
taking consideration into the market penetration of the product and the opportunities available
for Centurion.

This research study is conducted over a physical mode by interviewing the farmers from the
area of Lucknow in Uttar Pradesh state and Indore, Ujjain in Madhya Pradesh state.

An important finding of the analysis is that that this product is useful for each and every crop.
With the survey we found that farmer have successful demonstration of this product in
cauliflower Mentha Marigold anion garlic in other flowers and vegetable crop. This product
has the efficiency in every crop except in each crop except crop belongs to the grassy family.
From the survey it is found that this product is killing the add a mature level. It in habits the
weed growth while other product doesn’t work on the grown-up weeds it is selective for all
broad leaf crop. Farmers got good results after using the product at early stage as well as mature
stage. This product is doing well in the introduction stage itself than its competitors.

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INTRODUCTION

India is an agrarian country, where > 50% of people are earning their livelihood through
agriculture. India is the largest producer of pulses, spices, tea, milk & cashew and the 2nd largest
producer of wheat, rice, sugarcane, cotton, and fruits.

Agrochemicals products are designed to protect crops from insects, diseases & weeds by
controlling pests that infect or damage the crops. Uncontrolled pests significantly reduce the
quantity and quality of food production. Food crops must compete with > 30000 types of weeds,
3000 species of nematodes & 10000 types of plant eating insects. Agrochemicals are the last and
one of the key inputs in agriculture for crop protection & better yield.

At present, India is the world’s 4th largest producer of agrochemicals after the United States,
Japan, and China. UPL is a global agricultural solutions company based in India. It is one of the
largest producers of agrochemicals in the world. UPL manufactures and markets a wide range of
crop protection products, including insecticides, herbicides, fungicides, and specialty chemicals.

Founded in 1969, UPL has grown significantly over the years through mergers and acquisitions.
The company operates in more than 130 countries and has a strong presence in both developed
and emerging markets. UPL's products cater to various crops such as cereals, fruits, vegetables,
cotton, sugarcane, and more. Apart from crop protection, UPL also provides seeds, plant nutrition,
and other agricultural services. The company focuses on developing innovative and sustainable
solutions to address the challenges faced by farmers globally. UPL is committed to promoting
responsible and safe agricultural practices while enhancing crop productivity. UPL has a diverse
portfolio of brands, including popular names such as Adama, Advanta, and Crop Solutions.

Centurion is a Grass Herbicide launched by the United Phosphorus Limited (UPL) which kills the
target glasses like echinochloa, digitaria, cynodon dactylon and has a dose rate of 200 ml per litre
the time of application of this grassy weed. The time of application of this grassy weight is 3-5
with leaf stage. This product is excellent grassicide for the first time in India with the wide window
of application and excellent resistance management product.

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 RESEARCH PROBLEM
(i) Need for study:

Farmers face the serious issue of weeds in the field. To tackle that issue former has
three options one is hand weeding, and another is chemical methods and
machinery. For doing the hand wedding as an operation in the field the average
number of laborers is required per acre around 5 to 7 and the number of days it
takes is 3 to 4 days by survey, we found that the per day cost of labor is 200 to 250
rupees per day the minimum expenses of farmers is around 3000 per acre. The
products available in the market are getting resistant to grassy weeds.

(ii) Scope of Study:

After doing a study we found that the products in the market are resistant to the
weed, while Centurion is killing the grass at each, and every stage is killing the
grass at each and every weed leaf stage. And by a survey, we found that the product
has an efficacy of around 98%. And this product is helping the farmer against his
pain points. And this product is effective, and this product is effective in every crop
except the grassy family.

(iii) Objectives of the study:

• To understand the market penetration of the product

• To know the perception of the farmers and dealers towards the product
• To know the crop in which demonstrations are successful.
• To understand the competition in the grass weedicide segment

RESEARCH METHODOLOGY & PROCESS

The methodology adopted by the study is exploratory in nature. The data predominantly used is
qualitative in nature. In-depth interviews are conducted using structured questionnaires with
different subjects to understand the major factors that farmers feel are relevant before purchasing
any herbicide. The subjects include farmers, retailers, and dealers who shared their
observations about consumer behavior towards any herbicide and which factors they consider
before purchasing. The subjects consist of 52 farmers and 41 dealers and retailers. Consumer
response in the form of text was recorded manually and by recording the conversation between
the subject and researchers. Then the text was converted into a structured document for
interpretation. The text analysis of this document was done to identify the opportunities in the
different crops for the Centurion of UPL.

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 SAMPLE DESIGN & SIZE

A random sample of stakeholders was chosen to represent a big percentage of the grassy
weedicide consumers. Responses were gathered using a Google form. Consumers who shop
for products, retailers, and dealers are among the stakeholders.

Consumers from across India provided a total of 93 from responses collected farmers across
India.

DATA COLLECTION TECHNIQUES

The secondary data was collected from various journals and company sites by analyzing and
comparing the data.The primary data was collected using a google form that consisted of a
specific set of questions which was distributed among consumers, dealers, and retailers.

PERIOD OF STUDY

Start Date: 15th April 2023

End Date: 8th May 2023

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 INDUSTRY ANALYSIS

MARKET SIZE

The agrochemical industry is a broad sector that includes various products such as fertilizers,
pesticides, herbicides, and other chemicals used in agricultural practices. The market size of the
agrochemical industry can fluctuate depending on several factors, including global agricultural
practices, crop yields, regulatory policies, and economic conditions.

According to a report by Grand View Research, the global agrochemical market was valued at
approximately $240 billion in 2020. It is expected to grow at a compound annual growth rate
(CAGR) of around 4.6% from 2021 to 2028. Factors driving the growth of the agrochemical
industry include the increasing global population, rising demand for food, advancements in
farming techniques, and the need for higher agricultural productivity.

It's worth noting that the agrochemical industry is subject to evolving regulations and increasing
focus on sustainable agriculture practices, which may impact market dynamics and product
offerings in the future. For the agrochemical industry is dominated by a few major companies that
hold a significant market share. The exact market share of individual companies may have
changed since then, so it's essential to consult the latest reports and data for the most up-to-date
information. However, here are some of the prominent players in the agrochemical industry:

1. UPL Limited: UPL (formerly United Phosphorus Limited) is an Indian multinational company
that manufactures and markets agrochemicals, industrial chemicals, and various other products
related to agriculture.

2. Bayer AG: Bayer is one of the largest agrochemical companies globally, with a strong presence
in crop protection products and seeds. It acquired Monsanto in 2018, further expanding its market
share.

3. Syngenta AG: Syngenta is a leading agrochemical company involved in crop protection

chemicals, seeds, and traits. It was acquired by ChemChina in 2017, solidifying its market
position.

4. BASF SE: BASF is a diversified chemical company that operates in various sectors, including
agrochemicals. It offers a wide range of crop protection products, seeds, and other agricultural
solutions.

5. Corteva Agriscience: Corteva Agriscience was formed as a spin-off from DowDuPont in 2019.
It specializes in agricultural inputs, including crop protection chemicals, seeds, and digital
solutions.

6. FMC Corporation: FMC is a global company that produces a range of agricultural products,
including crop protection chemicals, herbicides, and insecticides
5
These are just a few examples of major players in the agrochemical industry. Other companies,
both multinational and regional, also contribute to the market. It's important to note that market
share can vary across different regions and product segments. To obtain the most accurate and
current market share data, it's recommended to refer to industry reports, financial publications,
and market research sources that provide specific data on the agrochemical sector. the most
accurate and up-to-date information on the current market size of the agrochemical industry.

Competitors of Centurion

6
DATA ANALYSIS AND INTERPRETATION

Grassy weedicide in India

In India, so many grass weedicides are available, Centurion being one of them. There are two
categories of product in the market- one with FOP chemistry and another with DIM chemistry.
While the FOP chemistry products are getting resistance to some grassy weeds like Echinochloa,
Eleusine, etc. are failed to unpredictable weather and long spray season and this product has less
control on bigger grassy weeds. While the DIM chemistry products are beneficial against FOP
resistance weeds. These products are effective against various weed leaf stages. The efficacy of
the product is around 100%. This product has tank mix compatibility with additional broadly
Herbicide.

Land Holding – Farmers

Figure 1: Land holding of farmers.

Source – Primary data (Author)

From the survey data we can analyze that most of the farmers are having small and medium land
size.

Weeding -Method

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 Figure 2: Method of weeding

Source – Primary data (Author)

From the figure we can analyze that most of the farmer use chemical method and hand weeding
method to get rid of weed and machinery method is used on low scale as it is a expensive method
to control weed.

Factors -Herbicide purchase

Figure 3: Factor farmer consider while purchasing any herbicide

Source – Primary data (Author)

From the given data we can analyze that price is the least sensitive factor while choosing the
product for crops. While the farmer focuses more on crops safety, the stage of weed and the
8
effectiveness of the product.

Centurion usage- Crops

Figure 4: Demonstrations successful in different crops

Source – Primary data (Author)

From Figure we can analyze that most of the farmers are using this product into Soybean but
many of them have tried it in other crops which is having a efficacy of 100% this crops include
most of the flower and vegetable crop.

Weeding stages
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 Figure 5: Weed leaf killing stages.

Source – Primary data (Author)

From the given data we can conclude that this product can control the weed at each life stage of
weed from early stages to mature stages.

Efficacy- Centurion
Figure 6: Efficacy of the centurion

Source – Primary data (Author)

From the data we can analyze that this product is having the sea of around 98% means the
consumer are satisfied with the if you can see of the product which means that protect is effective
against the growth as well as provide the crop safety.

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Product Life cycle- Weedicide

Figure 7: Product life cycle of grassy weedicide.

Source – Primary data (Author)

This graph shows the market status of the product. In this figure centurion is at its introduction
phase still having good penetration in the market. comparing with the product of same chemistry,
centurion rank first amongst all. The market is dominated by the FOP chemistry product Agil.

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RECOMMENDATIONS

Packets of various sizes:

It could be available in varying sizes to target the specific end-user.

If possible, the two solutions can be sold in one package:

Farmers are finding it difficult while intermixing the surfactant and Centurion solutions.

Demonstration and tie-up with KVK’s and promotion of the product:

Trust can be built among the farmers by this since the government officials will be promoting
the product.

Importance: -
• Wide range of population can be targeted.
• It will be helpful for the retailers to store the product using less space
• Also helps to gradually gain market share for the product in this region.

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CONCLUSION

To identify the degree to which herbicide effectiveness and interaction can influence the herbicide
choice and farmers' decisions, the current study lacks any empirical evidence. Future research
must therefore use empirical data to conduct the study in order to verify these impacts. The choice
of herbicide varies depending on the farmer's priorities for quality, cost, and effectiveness.
Additionally, the results of the investigation on just one format cannot be generalized.

There are so many opportunities for this product in the market as this product has DIM chemistry
which is killing the weeds which are getting resistance to FOP chemistry like Agil, Targa super,
Gallant, etc. So, this product has future scope and opportunities in the market as other products
are failing to kill the mature weed leaf stages this product is killing the weeds at each life stages
of the weed. This product has an efficacy of 98%. This product has a crop safety against all the
crops like soybean, garlic onion, marigold, gram, Mentha, cauliflower, okra other flower and
vegetable crops.

With the survey we have analyzed that farmers are satisfied with the uses of the product and got
the best result as compared to the FOP chemistry product. Farmers have given their feedback on
crop safety, at various life stages and effectiveness.

As this product is having premium pricing farmers explained that we mostly focus on the quality
of any product. As this product has superior quality and best results. So, we are ready to pay
the premium amount. With the market research we have analyzed that this product has food
market penetration as this product is on its introduction stage. While other products of FOP
chemistry which are getting resistance against the weed are at their growth and maturity stages.

With market research we have analyzed that this product has food market penetration as this
product is on its introduction stage. While other products of FOP chemistry which are getting
resistance against the weed are at their growth and maturity stages.

This product needs to come in different size packets from small packets to the large which will
help marginal, small, medium and large size farmers. With the secondary research we have
analysed that most of the farmers use 1/4th of Acre of land for vegetable production. So small
packets to large packet companies should manufacture.

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 ANNEXURE
Survey Questionnaire

Name:

Contact no.:

Cropping pattern:

Current crop:

1. Is the management of grassy weeds a challenge for you?

✓ Yes

✓ No

2. How do you get rid of grassy weeds?

✓ By cultural method

✓ By mechanical method

✓ By Chemical method

3. Which product do you use to eradicate grassy weeds?

✓ Centurion

✓ Turga Super

✓ Agil

✓ Other, then mention

4. What do you consider while purchasing herbicides?

✓ Effectiveness

✓ Pre-emergent/post-emergent

✓ Price

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5. What stage of weed development do you apply pesticide on?

✓ Pre-emergent

✓ 1-2 leaf stage

✓ 3-4 leaf stage

✓ Late post-emergent

6. Are you familiar with the term clethodim?

✓ Yes

✓ No

7. Is the aforementioned product already familiar to you?

✓ Centurion

✓ Canora

✓ Both

✓ None

8. Where do you go to get the facts, what website do you frequent ?

✓ Youtube

✓ WhatsApp

✓ Facebook

✓ Others, then mention

9. Which crop do you find it most difficult to manage grassy weeds in?

✓ Option 1

✓ Option 2

✓ Option 3

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 REFERENCES

▪ Indian Institution of Agriculture Research (2012), Handbook on weed identification.

▪ https://www.upl-ltd.com/in/crop-protection/herbicide/centurion

▪ https://m.indiamart.com/proddetail/grass-kill-herbicides-6950237412.html

▪ https://www.adama.com/india/en/crop-protection/herbicides/agil

▪ https://www.dhanuka.com/herbicide/targa-super

▪ https://www.corteva.in/products-and-solutions/crop-protection/gallant.html

▪ https://www.swal.in/herbicides/canora

▪ https://csceagri.in/shop/product/505605-prodim-200-ml-2004

▪ https://mygardenlife.com/garden-tips/10-common-weeds

▪ https://www.expertmarketresearch.com/reports/india-agrochemicals-market

▪ https://www.frontiersin.org/articles/10.3389/fagro.2022.1063773/full

▪ http://ecoursesonline.iasri.res.in/mod/page/view.php?id=12021

▪ https://cropscience.bayer.co.uk/blog/articles/2022/10/5-challenges-for-future-weed-
control/

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