Last 4 years Sales ('000 Packets) Market Share % Year on year CAGR

Company 2016 2017 2018 2019 2016 2017 2018 2019 2017
Alfa 300 600 1125 1500 4% 8% 14% 17% 100%
Beta 3000 3600 4525 4800 40% 45% 56% 54% 20%
Gamma 500 700 835 850 7% 9% 10% 10% 40%
Delta 400 350 160 175 5% 4% 2% 2% -13%
Theta 300 250 210 390 4% 3% 3% 4% -17%
Others 3000 2500 1295 1100 40% 31% 16% 12% -17%
7500 8000 8150 8815
150% Year on year CAG
Sales Market share 100%
6000 100% 50%
90%
5000 80% 0%
70% 1 2
4000 60% Alfa Beta
3000 50%
40% 100%Year on year CAGR fo
2000 30% players
20% 50%
1000 10% 0%
0%
0 2016 2017 2018 2019 -50%
Alfa Beta Gamma Delta Theta Others
Alfa Beta Gamma -100%
2016 2017 2018 2019 Delta Theta Others Delta Theta
 Year on year CAGR Last 4 yrs INFERENCE:
2018 2019 CAGR
1. From Sales and market share graphs it is evident that for the companies
88% 33% 71% like Alfa, Beta and Gamma the sales volume has been increasing in the last
26% 6% 17% 4 years unlike the small players impliciting that the Bt Cotton business is
19% 2% 19% growing in a positive trend.
-54% 9% -24% 2. However the CAGR graph shows that for the same companies the CAGR
-16% 86% 9% is declining. Whereas in for the same years the CAGR for small players
-48% -15% -28% have been increasing, suggesting that small players are succesful in
aggressively capturing the market in the last 2 years.
150% Year on year CAGR top 3 brands 3.Understanding the marketing strategies of these small players (Theta in
particular) gives a better idea in understanding the changing market
100% scenario (shift in customer brand consciuosness).
50%
4.It can also be understood that though the business for the top 3 brands
0% is increasing and capturing majority of the market share, the increase in
1 2 3 CAGR for small companies should be noted as we are losing out on brand
conscious farmers.
Alfa Beta Gamma
100%
Year on year CAGR for small
50% players
0%
-50%
-100%
Delta Theta Others
 the companies
asing in the last
n business is

anies the CAGR

mall players
cesful in

ayers (Theta in
g market

e top 3 brands
he increase in
g out on brand
 Haryana Punjab
2018 2019 2018
Company
Region Propopr Region Propopr CAGR Region Propopr
Sales Sales Sales
share tion share tion share tion
Alfa 650 18% 58% 825 22% 55% 27% 225 13% 20%
Beta 1800 49% 40% 1800 47% 38% 0% 1225 34% 27%
Gamma 400 11% 48% 400 11% 47% 0% 110 3% 13%
Delta 100 3% 63% 100 3% 57% 0% 10 0% 6%
Theta 100 3% 48% 175 5% 45% 75% 20 1% 10%
Others 600 16% 46% 500 13% 45% -17% 120 3% 9%
Total 3650 45% 3800 0% 4% 1710 21%
Considering the CAGR Theta would be emerging as a significant Beta is trying to increase its presence in th
player in this region. Targeting Beta customers to convert them connect should be more effective in this re
into Alfa customers. activities should be aggressive.

Haryana Punjab
2018 2019 2020 2021 2022 2018 2019 2020 2021 2022
Alfa 650 825 890 1028 1260 225 325 501 678 870
Proportion 58% 55% 48% 44% 42% 20% 22% 27% 29% 29%
CAGR 27% 8% 16% 23% 44% 54% 35% 28%
 Punjab Rajasthan
2019 2018 2019
Region Propopr CAGR Region Propopr Region Propopr CAGR
Sales Sales Sales
share tion share tion share tion
325 17% 22% 44% 250 9% 22% 350 11% 23% 40%
1175 61% 24% -4% 1500 41% 33% 1825 59% 38% 22%
125 7% 15% 14% 325 9% 39% 325 10% 38% 0%
10 1% 6% 0% 50 1% 31% 65 2% 37% 30%
80 4% 21% 300% 90 2% 43% 135 4% 35% 50%
200 10% 18% 67% 575 16% 44% 400 13% 36% -30%
1915 23% 12% 2790 34% 3100 38% 11%
increase its presence in this region. Customer Similar case as Beta is trying to increase its presence in this
be more effective in this region. Marketing region, customer connect should be more effective in this region
be aggressive.

Required CAGR is
Rajasthan Total calculated based on
2018 2019 2020 2021 2022 2018 2019 2020 2021 2022 targeted inceased
250 350 464 631 870 1125 1500 1855 2337 3000 moving average to
achieve gradual sales
22% 23% 25% 27% 29% Required CAGR
40% 32% 36% 38% 33% 24% 26% 28%
 Total
Sales
2018 2019
Sales Sales
1125 1500
4525 4800
835 850
160 175
210 390
1295 1100
8150 8815

Required CAGR is
calculated based on
targeted inceased
moving average to
achieve gradual sales
 Last 4 YEARS Performance ('000 packets)
Company
2016 2017 2018 2019
Alfa 300 600 1125 1500
Beta 3000 3600 4525 4800
Gamma 500 700 835 850
Delta 400 350 160 175
Theta 300 250 210 390
Others 3000 2500 1295 1100
Total 7500 8000 8150 8815

Sales ('000 Packets) Market Share

Company
2018 2019 2018 2019
Alfa 1125 1500 14% 17%
Beta 4525 4800 56% 54%
Gamma 835 850 10% 10%
Delta 160 175 2% 2%
Theta 210 390 3% 4%
Others 1295 1100 16% 12%
Total 8150 8815

Haryana Punjab
Company
2018 2019 2018 2019
Alfa 650 825 225 325
Beta 1800 1800 1225 1175
Gamma 400 400 110 125
Delta 100 100 10 10
Theta 100 175 20 80
Others 600 500 120 200
Total 3650 3800 1710 1915

(‘000 packets)
State 2018 2019 Over 2018
Haryana 3650 3800 4%
Punjab 1710 1915 12%
Rajasthan 2790 3100 11%

Total 8150 8815 8%

Haryana Rajasthan Punjab

 Average land holding (ha) 1.7 3.07 3.95

No of packets / ha 4 4 4

no.of packets /farmer 6.8 12.28 15.8

Haryana ('000)
Company
2018 2019 2020 2021 2022

Alfa (Pkts) 650 825 1444 1920 2400

Farmers 96 121 212 282 353

Referral Codes NA NA 212 282 353

Discount 11010

Discount% (out of
profit) 5

Profit 104000 132000 231000 307230 384037.5

CAGR

71%
17%
19%
-24%
9%
-28%
6%

Fig in ('000 packets)

Rajasthan Total
Growth Over
2018 2019 2018 2019
2018
250 350 1125 1500 33%
1500 1825 4525 4800 6%
325 325 835 850 2%
50 65 160 175 9%
90 135 210 390 86%
575 400 1295 1100 -15%
2790 3100 8150 8815 8%
 Punjab ('000) Ra

2018 2019 2020 2021 2022 2018

225 325 569 756 946 250

14 21 36 48 60 20

NA NA 36 48 60 NA

1867

36000 52000 91000 121030 151287.5 40000

 Rajasthan ('000)
Total Total Total
2020 2021 2022
2019 2020 2021 2022

350 613 815 1018 2625 3491 4364

29 50 66 83 298 397 496

NA 50 66 83 298 397 496

2587 15463

3 4

56000 98000 130340 162925 420000 558600 698250

Sales Promotion 2020 2021

Posters/ Wall paintings 1,000,000 1,000,000

e commerce 1,500,000 1,500,000
Referral Codes 150,000,000 0
Discount (5%) 0 26895000
Dealer's Margin 20229000 53790000
Campaigning Cost 3,600,000 1800000

Logistics Cost
No of dealers/state 1000
Amount charged by each Lorry driver 10,000
No. of dealer covered by each driver 50
Total Lorry Drivers 60
Total Logistics Cost 600000 6,000,000 6,000,000

R&D 47534200 93523000

GROSS PROFIT 420000000 558600000

NET PROFIT 190,136,800 374,092,000
 2022

1000000
2500000
0
33594000
67188000
1800000

6,000,000

117233600

698250000
468,934,400