“A study of Promotion strategies adopted by Bestech Seed India Pvt. Ltd. regarding demand generation of Bajra at Sawai Madhopur, Bharatpur, Sikar districts of Rajasthan.”

1. SUMMER INTERNSHIP
PROJECT REPORT
JUNE 1, 2019
BESTECH SEED INDIA PVT. LTD.
Territory Sawai Madhapur (Rajasthan)

2. Dr. Rajendra Prasad Central Agricultural University Pusa,
Samastipur, Bihar-848 125
SUMMER INTERNSHIP PROJECT REPORT
Entitled
“A study of Promotionstrategies adoptedby BestechSeed India Pvt. Ltd.
regarding demand generation of Bajra at Sawai Madhopur, Bharatpur,
Sikar districts of Rajasthan.”
Submitted to
Partial fulfilment of the requirements for the Degree of
MBA (Agri-Business Management)
Of the
SCHOOL OF AGRI BUSINESS & RURAL MANAGEMENT
By
HEMANT KUMAR MEENA
MBA (Agri-Business Management)
SAB & RM (ABM) 2018-19
Under the guidance of
Satyawan Chhillar
Zonal Manager
Bestech seed India Limited, Jaipur

3. DECLARATION
This is to certify that I, HEMANT KUMAR MEENA student of MBA (Agri-Business)
Programme Roll No. 1805204023, Dr. Rajendra Prasad Central Agricultural University,
Pusa, Samastipur, Bihar under the guidance of Mr SATYAWAN CHHILLAR, Zonel
Manager, sales and marketing division of agro-seeds, Bestech seed India Limited Jaipur,
Completed the study on “A study of Promotion strategies adopted by Bestech Seed India Pvt.
Ltd. regarding demand generation of Bajra at Sawai Madhopur, Bharatpur, Sikar districts of
Rajasthan” which started from June 1th 2019 and completed on JULY 15th 2019.
The study is done in Sawai Madhopur, Bharatpur, Sikar district of Rajasthan it’s my own
work to the best of my knowledge &believes. This is very helpful for my career.
(HEMANT KUMAR MEENA)
Roll Number - 1805204023
Date -15-07-2019

4. ACKNOWLEDGEMENT
I take this opportunity to express my sincere and deepest gratitude to “BESTECH SEED
INDIA LIMITED” for providing me a chance of learning. The project really helped me to
know the real face of Indian agriculture which is very fruitful for my career.
I owe a great deal to Dr. RPCAU, PUSA for laying the building blocks of logic and
pragmatism in my life. This report, in a way is a reflection of these values.
I feel my immense pleasure in expressing my sincere and profound sense of gratitude,
especially to Dr. K.M Singh (Director) for their inspiring and affectionate guidance, unending
benevolence, and constant encouragement during the course of summer project.
I am immensely overjoyed to acknowledge my sincere thanks to my Project mentor
Mr. Satyawan Chhillar Zonal Manager, Bestech seed India Limited, for providing necessary
guidance during my summer project.
I am greatly indebted to DR. Birendra Kumar, Dr. Mohit Sharma, Dr. A R Sharvanthi,
Ms Rashmi Sinha, Dr. Dibyanshu Shekhar, Dr. Rajeev Kr. Singh (Faculty) and all Dr. RPCAU
Pusa family without their help and guidance this project would not have been completed.
I would also like to thank my faculty of MBA and my friends for their encouragement
during my project especially my parents for their continuous support and warmth during the
project.
Last but not the least; I bow my head in front of the almighty who has always been the
torch bearer for me throughout my work, by showing me the right path and boosting my moral
to bring the best out of me.
(HEMANT KUMAR MEENA)
MBA (Agribusiness)
1805204023

5. TABLE OF CONTENTS
Declaration _______________________________________________________________4
Acknowledgement ________________________________________________________7
Executive Summary ______________________________________________________ 9
Sources Of Information __________________________________________________10
Product Profile (BS-1174, BS-1185 & BS-1192) ___________________ 11
Methodology Used _____________________________________________________ 14
Indian Agriculture Overview _________________________________________ 15
Indian AgroSeeds Industry Overview____________________________ 16
Bestech India Limited Overview _____________________________________ 17
Rajasthan Overview ______________________________________________________ 20
Area Of Study: - __________________________________________________________21
Farmers’ Survey Outcomes ___________________________________________ 23
Reasons To Choosing Bestech __________________________________________ 26
Overall Experience Of Using Bestech Products _______________________________ 31
Traders Survey Outcomes ________________________________________________ 32

6. Findings ______________________________________________________________ 34
Final Outcome __________________________________________________________ 35
Limitations Of Study _____________________________________________________ 36
Suggestions & Recommendations____________________________________________ 37
Some Innovative Ideas Of Promotion _________________________________________ 39
Conclusion ______________________________________________________________40
References: _____________________________________________________________40
EXECUTIVE SUMMERY
“Bestech Seed India Pvt. Ltd. ” was established with an objective to develop
and market value added high quality seeds of cereals, oil seeds, vegetables and
Organic fertilizers. The company has its own R&D centre at Hyderabad and the
documentation has been filed to get R&D recognition by Department of Science
& Industrial Research (DSIR), Govt. of India, New Delhi.
The companyResearch and Development is supported byqualified and dedicated
breeders having vast experience in breeding high yielding hybrid.
The hybrid seeds are produced as per the production programme in contract
arrangements with loyal and experienced growers which are processed at well
equipped processing plant of company. The quality assurance team ensures the
highest quality at every step of field production, processing, packaging and
storage.The company is expanding their business in all the corner of the India.
The company has established three profit centres in India ie Hyderabad, Bombay
and Jaipur to cater their respective regions.
The company is having international tie up for product exchange and technical
collaboration with the Russian Major “EDAGUM” and Thailand based Loin
Seeds for hybrid vegetable seeds and Research Collaboration.
The companyhas signed MOU with IARI fortheir mustard varieties and planning

7. to explore several other collaborations with Indian reputed institute in
Agricultural Research like ICRISAT, CCSHAU & CIMMYT to broaden their
research base.The company is in the hands of young professional having good
experience in their respective field of Research, Production, and Sales &
Marketing who has served several years in reputed companies like Monsanto,
Advanta and Poineer Seed.
OBJECTIVES OF STUDY
• To study about the area and production of Bajra in Rajasthan.
• To evaluate the brand awareness aboutBS-1174, BS-1185,BS-1192
(Bajra) in the project area.
• To implement different brand promotional activities for increasing sales
of BS-1174, Bs-1185, BS-1192.
• To understand farmer’s perception and expectations about the different
varieties of Bajra BS-1174,BS-1185,and BS-1192.
SOURCES OF INFORMATION
• Primary data collection
The survey was conductedatvarious towns ofSawaiMadhopurdistrict.
Method of sampling used was stratified sampling. Data was collected by
observations personalinterviews, farmers interactions, group interactions.
• Secondary data collection
Secondary data was collected from sources like magazines, newspapers
and internet.
Scope of study

8. The study was carried out in Barabanki districts of UP. Farmers of this district
are mainly growing Rice crop due to abundant amount of availability of water
that is why in this districts there is large demand for agriculture inputs. Different
companies are promoting their product by different ways
Competitors
Syngenta Company is in competition with both national & multinational
companies like Bayer, Monsanto, Du-pont, Dhanuka, UPL, Tata chemical,
Pesticide India,Cynochem India, are the major competitors . In market which are
having close competition with Rifit Plus and Virtako are as follows Cynochem,
Buyer, Du pont, Icthiban, IFFCO,Adama
Period of the project
The study was conducted forthe duration from June 01st
2019 to July15th
2019.
PRODUCT PROFILE: BS-1174

9.  Medium plant height
 Tolerance to downy mildew
 Dark green fodder quality
 Compact ear head
 High tillering
 Non lodging
 Maturity – 70-75 days
 Net Weight - 1.5 KG
 Price- Rs. 350/per packet
PRODUCT PROFILE: BS-1185
 High yielding
 High tillering
 Compact ear head
 Tolenrance to Downy Mildew
 Maturity – 78-82 days
 Non lodging
 Net Weight - 1.5 KG
 Price- Rs. 350/per packet
P RODUCT PROFILE: BS-1192

10.  Long plant height
 Good tillering
 Compact Long ear head
 Stay green fodder quality
 Tolerance to downy mildew
 Medium bold grain size
 Maturity – 85-90 days
 Net Weight - 1.5 KG
 Price- Rs. 350/per packet
METHODOLOGY USED
Planning of the study
Sawai Madhopur, Bharatpur, Sikar Districts were allotted to me for the study.
Outline of the detailed schedule was given by the project guide. Well-structured
Questionnaires for Traders & Farmers were made to meet the objectives of the
project.
Primary data collection
The survey was conducted at various Villages of Sawai Madhapur District.
Method of sampling used was stratified sampling. Data was collected by

11. observations personal interviews, farmers interactions, group interactions. The
questionnaires were carefully filled with the details given by distributers/dealers
and farmers of different regions and their views about the market were also
considered for the betterment of questionnaires every time.
Secondary data collection
Secondary data was collected from sources like magazines, newspapers and
internet.
Analysis of the data
Primary and Secondary data were analyzed, and results were interpreted to meet
the project objective.
Preparation of report
The report was prepared as per the prescribed format.
Sample size
A sample size of 7 dealers & 20 Retailers and 450 farmers was taken from various
Villages of Sawai Madhapur District of Rajasthan.
Analysis Tools –, MS Excel, Google Sheet
INDIAN AGRICULTURE OVERVIEW
Indian agriculture is playing a vital role in Indian economy as it alone
contributes about 17-18% to the GDP of the country. Agriculture is the mean of
livelihood for more than 58% of rural household in India. The sector has been
brought into a good momentum by the increased number of investment in the
agricultural infrastructure & some new initiatives by the government like
(PMFBY), (SHCs). The immense work done by the scientists to invent new
varieties and techniques is also boosting the agricultural productions. India is

12. blessed with vast agro climatic conditions and grow varied variety of agriculture
crops. The country is improving its production and productivity every day, and
soon we are going to get self-sufficient in pulses. The concepts like FPOs are
engaging more farmers and they are strengthening them with new technologies
and ultimately increasing their incomes. If we see the local and global demand,
food grain production is expected to reach a record 286.49 MT. We see a lot of
scope for improvement into the agriculture technologies and the value addition.
Under the leadership of PM Sh. Narendra Modi India is expected to achieve the
ambitious goal of doubling the farmers income by 2022 which shows that how
bright future India Agriculture has.
Bajra is the Second most importantmillet which is used as food in drier
parts of the country. It is also widelyused as fodder as its stalks are fed
to cattle.
Production and Distribution:
There had been wide fluctuationsintheproductionof bajra from a
minimum of2.6 milliontonnes in 1950-51to a maximumof11.8 million
tonnes in 2003-04. Theyields have also varied widely from a minimum
of 286 kg/hectarein1960-61to a maximumof1,134 kg/hectarein2003-
04 (Table24.11). Large scale variationsinarea under bajra cultivation
have also been observed.
Nearly80 per cent of India’sbajra comesfrom Maharashtra, Gujarat,
Uttar Pradesh and Rajasthan. Maharashtraisthe largest producer of

13. bajra inIndia. In 2002-03thisstateproduced 11.46 lakh tonnes which
was 24.74 per cent of the totalproductionof the country.
In Maharashtra, bajraismainlygrown in the centralplateau having poor
soils and dry climate. Nashik, Dhule, Satara, Pune, Sangli, Aurangabad,
Solapur, Jalgaonand Ahmednagar arethemainproducing districts.
NeighbouringGujaratisthe second importantproducer, where9.07 lakh
tonnes (19.58 per cent of India’s total) of bajra wasproduced in2002-
03.
Most of the crop is grown in sandy tractswith maximumconcentration
in semi-arid partsof the state. Kuchchh, Mehsana, Kheda, Bhavanagar,
Amreli, Banaskantha, Surendranagar, Sabarkantha, Jamnagar, Rajkot,
Junagadh districtsareimportantproducers. Uttar Pradesh produced
8.98 lakh tonnes (19.39 per cent of India) in 2002-03.
The mainproductioncomesfrom Mathura, Agra, Aligarh, Badaun,
Moradabad, Etah, Etawah, Bulandshahar, Shahjahanpur, Mainpuri,
Pratapgarh, Ghazipur, Farrukhabad, Allahabad and Kanpur. Earlier,
Rajasthanwasthelargest producer of bajra, but theimportanceofthis
stateas a producer of bajra hasreduced drasticallyduring thelast
decadeor so. Rajasthan’syield of 2.2 quintals/hectareisnow the lowest
of all the statesof India.
The contributionofthis stateto the productionofbajra wasonly 15.46
per cent in 2002-03whilethis stateaccounted for over 42 per cent of
India’s land under bajra cultivation. Theleading bajra producing
districtsareBarmer, Nagaur, Jalore, Jodhpur, Pali, Sikar, Churu,
Ganganagar, Hanumangarh, Bikaner, Alwar, Bharatpur, Jaipur,

14. Jaisalmer, Jhunjhunu and Sawai Madhopur. Haryana produced4.6 lakh
tonnes (9.93 per cent of totalfor India) in 2002-03.
Most of the productioncomesfrom the drier south-westernpart of the
statecontiguoustoRajasthan. Mahendergarh, Rewari, Gurgaon, Rohtak
and Hissar are importantbajraproducingdistricts. Among theother
producersareTamilNadu (1.69 lakh tonnes), Karnataka(1.40 lakh
tonnes), Andhra Pradesh (0.6 lakh tonnes) and Madhya Pradesh (1.11
lakh tonnes).
2015-16

15. S.NO. STATE PRODUCTION
(000 TONNES)
SHARE (%)
1 RAJASTHAN 3530.00 43.69
2 UTTAR PRADESH 1780.00 22.03
3 GUJRAT 790.00 9.78
4 HARYANA 650.00 8.04
5 MADHYA PRADASH 590.00 7.30
6 MAHARASTRA 340.00 4.21
7 TAMIL NADU 150.00 1.86
8 KARNATAKA 150.00 1.86
9 ANDHAR PRADASH 70.00 0.87
10 JAMMU & KASHMIR 10.00 0.12
Crop
Area
(Millionha)
Production(Million MT)
Wheat 216 626
Rice 154 615
Maize 147 692
Barley 57 138

16. Sorghum 43 57
Millet 27 36
World Area and Production of Major Grain Crops during 2005
Millet Growing Areas in the World
Area and production of pearl millet in the world is combined with other
millet crops like finger millet, foxtail millet etc. So, data are not available
for pearl millet crop alone. However, pearl millet accounts for almost half
of global millet production.
60% of world millet area is in Africa. Asian countries occupy 35% of world
millet area. European countries cover 4% of millet area and 1% is in North
America.
The developing countries in Asia and Africa contribute around 93% of total
millet production in the world. Asia alone contributes 43% of world millet
production. European countries produce 6% and 1% is in North America.
Millet cultivating areas in Asia
Country Area in 000 ha Production in 000mt
China 1100 2200
India 9800 9400
Myanmar 215 150
Nepal 258 283
Pakistan 343 193
In Asia, millet is restricted almost exclusively to two countries, China and
India, although Myanmar, Pakistan, and Nepal also produce small
quantities. In China the major millet crop is foxtail millet.
Pearl Millet cultivating areas in India

17. India is the largest producer of this crop, both in terms of area (9.1 m ha)
and production (7.3 m t), with an average productivity of 780 kg/ha during
the last five years. As compared to the early 1980s, the pearl millet area in
India declined by 26% during the last five years, but production increased
by 19% owing to a 44% increase in productivity.
Three-year moving average for pearl millet area, production, and grain
yield; and number of varieties (3-year total) based on ICRISAT-bred
material in India.
Major pearl millet growing States are:
State % Share Of All India Area
Rajasthan 51.0
Maharashtra 15.3
Gujarat 10.6
Uttar Pradesh 9.2
Haryana 6.2
Karnataka 3.0
Madhya Pradesh 1.9
Tamil nadu 1.4
Andhra Pradesh 1.1
The productivity of Pearl millet
State Productivity (kg/ha)

18. Haryana 1331
Gujarat 1277
Uttar Pradesh 1235
Madhya Pradesh 1150
Tamil nadu 1144
Andhra Pradesh 872
Rajasthan 788
Maharashtra 673
Karnataka 532
Pearl millet cultivation is dispersed mainly during Kharif (Rainy) season
across the country. It is also grown to a lesser extent during Rabi (Post-
rainy) season in Andhra Pradesh , Karnataka, Tamil Nadu and Pond cherry
States. Summer pearl millet is popular in Gujarat State with very high yield
exceeding 1.88 tons per ha with excellent grain quality. It is also grown
during Summer season in Punjab, Rajasthan and Attain India, the yield of
pearl millet varies from sate to state with varying rainfall and soil type, and
also between seasons. The productivity imbalance in pearl millet is due to
no rain/erratic rains/shifting of Pearl millet cultivation to marginal soils due
to diversification of traditional area to high value crops across the
country. Only about 8% of pearl millet area is irrigated.
Area. Production and Yield of Pearl Millet in different states
of India during 2002-03
State
Area(Million
ha)
Production(Million
Tones)
Yield(kg/ha)
IrrigatedArea
(%)
Maharahtra 1.55 20.4 741 5
Gujarat 0.94 12.4 965 18
Uttar Pradesh 0.7 9.2 1277 5
Rajasthan 3.2 42.1 224 5
Haryana 0.52 6.8 893 24
Tamil nadu 0.12 1.6 1348 12
Karnataka 0.31 4.1 459 9
Madhya Pradesh 0.15 1.9 758 0.1

19. Andhra Pradesh 0.09 1.2 711 22
Jammu & Kashmir 0.01 0.2 597 0.8
Production constraints
 Cultivation on marginal lands;
 Unreliable rainfall tends to keep the use of inputs such as fertilizers to a
minimum;
 Loss of crop due to downy mildew and bird damage;
 Limited commercial demand depress the incentive to use purchased inputs.
 BESTECH OVERVIEW
“Bestech Seed India Pvt. Ltd. ” was established with an objective to develop and market
value added high quality seeds of cereals,oil seeds,vegetables and Organic fertilizers. The company
has its own R&D centre at Hyderabad and the documentation has been filed to get R&D recognition
by Department of Science & Industrial Research (DSIR),Govt. of India, New Delhi.
The company Research and Development is supported by qualified and dedicated breeders having
vast experience in breeding high yielding hybrid.
The hybrid seeds are produced as per the production programme in contract arrangements with loyal
and experienced growers which are processed at well equipped processing plant of company. The
quality assurance team ensures the highest quality at every step of field production, processing,
packaging and storage.The company is expanding their business in all the corner of the India. The
company has established three profit centres in India ie Hyderabad, Bombay and Jaipur to cater their
respective regions.
The company is having international tie up for product exchange and technical collaboration with the
Russian Major “EDAGUM” and Thailand based Loin Seeds for hybrid vegetable seeds and Research
Collaboration.
The company has signed MOU with IARI for their mustard varieties and planning to explore several

20. other collaborations with Indian reputed institute in Agricultural Research like ICRISAT,CCSHAU
& CIMMYT to broaden their research base.The company is in the hands of young professional having
good experience in their respective field of Research,Production, and Sales & Marketing who has
served severalyears in reputed companies like Monsanto, Advanta and Poineer Seed.
SAWAI MADHOPUR, BHARATPUR & SIKAR OVERVIEW
Major farming systems/enterprises (based on the
analysis made by the KVK)
S.N. Farming System/ Enterprises
1 Principal Cropping Patterns
Rainfed Situation : Pearlmillet-Mustard, Fallow-Mustard/ Gram, Pearlmillet-gram Blackgram/
Cowpea / Clusterbean - Mustard/ Gram
Irrigated Situation : Pearlmillet-Mustard/ Wheat / Barley / Gram, Sesamum - Mustard/ Wheat
2 Major Fruit Crops : Guava, Aonla and Citrus
3 Major Vegetables : Chilli, Tomato, Brinjal, Cole Crops and Cucurbits
4 Animal Husbandry : Cow, Buffalo and Goat rearing

21. Description of Agro-Climatic Zone & Major Agro
Ecological situation (Based on soil and topography)
S.N. Agro Climatic Zone Characteristics
1 Zone III-B of Rajasthan (Flood Prone
Eastern Plain)
Zone III-B lies at the extreme NE corner between 76º 7’ -
78º 2’ N latitude. Average annual rainfall of the zone is
about 500 mm to 650 mm. The soils are aridisoles. Tehsil
Bonli, Gangapurcity, Bamanwas of Sawai Madhopur
district comes under this zone.
2 Zone-V of Rajasthan (Sub Humid South-
Eastern Plain)
Soils of zone-V is mainly alluvial, black, clay to clay loam,
Average annual rainfall is north-west part of zone is 650
mm. Tehsil Sawai Madhopur, Chouth Ka Barwara,
Khandar & Malarna Dungar comes under this zone.
S.N. Agro Ecological Characteristics
1 AES-I Sandy loam to Sandy clay, fertile plain
2 AES-II Sandy loam to Sandy clay, Medium fertile
3 AES-III Sandy loam to Sandy clay, high fertile plain
Soil Types
S.N. Soil Type Characteristics Area in ha.
1 Black Medium heavy to heavy textured with good
water holding capacity
100194.5

22. S.N. Soil Type Characteristics Area in ha.
2 Red Light to Medium textured soils 90.0
3 Sandy Light textured, Low water holding capacity 17098.4
4 Sandy Loams Light textured, Low water holding capacity
soils
169631.2
Area, Production and Productivity of Major Crops
cultivated in the District
S.N. Crop Area (ha.)
Production (Metric
Tonnes)
Productivity
(Kg./ha.)
A Kharif Crops (2015)
1 Paddy 2106 3896 1850
2 Pearl Millet 60333 99428 1648
3 Maize
4 Green Gram 206 103 500
5 Black Gram 3609 1393 386
6 Pigeon Pea
7 Cluster Bean

23. S.N. Crop Area (ha.)
Production (Metric
Tonnes)
Productivity
(Kg./ha.)
8 Sesame 40061 104199 510
9 Ground Nut 3184 3502 1100
10 Soybean 10586 11115 1050
B Rabi Crops. (2014-15)
1 Wheat 82254 264528 3216
2 Barley 682 1994.85 2925
3 Gram 9120 10032 100
4 Mustard 185007 222563 1203
5 Taramira 266 227.43 855
Source : District agriculture department
AREA OF STUDY
Villages of Sawai Madhopur, Bharatpur & Sikar Districts of Rajasthan.
Dealers & Retailers
S. No Name of Area No. of Retailers
1 Gangapur City 12
2 Wazirpur 3
3 Khandip 2

24. 4 Pareeta 2
5 Chan 3
6 Baroda 4
7 Udai 5
8 Bharatpur 16
9 Tuhiya 1
10 Ajaan 2
11 Jaghina 4
12 Rarah 3
13 Khemada 2
14 Piloda 3
15 Khendela 8
Total 70
Individual Farmers Interaction
S. No. Village Name Farmers
1 Dob 9
2 Chan 15
3 Jeevli 13
4 Baroda 5
5 Sengarpur 15
6 Pilauda 12
7 Makanpur 8
8 Kherla 20
9 Bindapura 6
10 Chakara 8
11 Baad 5
12 Parita 18
13 Bajaranghpura 30
14 Dhaphalpur 20
15 Choti Udai 17
16 Badi Udai 15
17 Tahwara 19
18 Khandip 20
19 Mohacha 25
20 Tuhiya 7
21 Ubaan 5

25. 22 Mahngaaya 10
23 Ajaan 10
24 Avan 7
25 Jhaghina 15
26 Dhormuyi 18
27 Rarah 25
28 Khemada 20
29 Koyala 10
30 Tajpur 25
31 Piloda 45
Total 450
Farmers’ Survey Outcomes
A number of companies are there in the market butif we talk about the stem borer
control we can the major part is covered by giants like Bayer, DuPont, Bestech
& Coromandel. Farmers were aware about the technical names of some products
and brand name of some and it depends on the way how a company wants to
position them into the mind of farmers, it also depends on the pronunciation of
the product name.
As perthe above table observation we can say that BS-1174, BS-1185, BS-
1192 (Bestech), 6444, 6129 (Buyer), 27P31, 27P37 (Dupont Poiner), Taj (Shakti
seed), 1220 (JK seeds), BH21 (Bioseed), 748 (Dhanya),4434(Kaveri
seeds),Variety is known for high yield, and have more Bajra & vegetation Area.
YES
76%
NO
24%
DO YO U K NO W AB O UT
B ESTECH (%)?
YES NO
2
10
88
H O W DO YO U K NO W
B ESTECH ? (%)
Fellow farmer Company Representative Dealer

26. As per the above table observation we can say that 76% of the farmers are known
to Bestech and remaining 24% of farmers are not aware about Bestech.
As per observation of above table we can say that out of total 10% of farmers
are aware through company representative, 2 % of the farmers are aware through
fellow farmers and remaining 88% of farmers are aware through dealer.
As per observation of the above table we can say 57% of the farmers are using
Bestech products and remaining out of total are not using Bestech product.
42
30
17
10
IF YES, TH EN WH Y YO U ARE USING B ESTECH
PRO DUCTS(%) ?
Quality Products Effective Control Easy Availability Price
66
44
ARE YO U USING B ESTECH PRO DUCTS? (%)
Yes No

27. As per the above table analysis we can say that Bestech products having 42%
quality of products, 30% effectively control of product, 17% easy availability of
product and remaining 10% price of Bestech products.
As per above table we can say that for the controlling of stem borer are 0%
farmers prefer (Bestech), 30% of farmers used Congrats, 32% of farmers used
Pioneer (Dupont) & remaining 38% of farmers are using (Bayer).
0, 0%
30, 30%
32, 32%
38, 38%
Which brand of bajra seed do you prefer in your field for
sowing(%)?
 BESTECH
 DuPontPioneer
 JK
7
14
10
28
14
15
5
5
15
5
R EASON S FOR CHOOSIN G BESTECH
Economical Price Product Efficiency
Easy Availability Packaging
Brand Schemes Desirable Result
Superior Quality Dealers Influence
Company Personnel Influence Performance

28. As per the observation of above table we can say that reason for selection of
particular brand ; 7% for economical price, 14% for productefficiency, 10% for
easy availability, 2% for packaging, 8% for brand schemes,14% for desirable
results,15%
for superior quality,5% for dealer influence ,5% for company personalinfluence,
15% for performance and remaining 5% select for multi-purpose used.
As per the observation of above table we can say that for the selection of
particular brand 15% of farmers are influenced by dealers, 10% of farmers are
influenced by advertisement,25% of farmers are influenced by fellow
farmers,30% of farmers are influenced by company people and remaining 20%
of farmers are influenced by own decision.
15
10
2530
20
WH O H AS INFLUENCE YO U TO CH O O SE TH E
PARTICULAR B RAND(%)?
Dealers Advertisements Fellow Farmers Company People Own Decision

29. As per the analysis of above table we can say that 10% of print media ,40% of
farmers meeting ,20% of field demonstration,15% of individual approach to
farmers,5% ofbanners and remaining 10% ofin storedisplay . By using different
mode promotion we can say individual approach to farmer’s best.
As per the analysis of abovetable for convincing farmers to buy herbicides and
insecticides used different types of factors we can say that 25% used free gifts,
15% used field demo work, 28% used quality results ,14% used dealers influence
and remaining 18% used as a sample.
10
40
20
35
5
10
ACCO RDING TO YO U, WH ICH M O DE O F
PRO M O TION IS B ETTER IN CREATING IM PACT O N
FARM ERS(%)?
Print Media Farmers Meeting
Field Demonstration Individual Approach to farmers
25%
15
28
34
18
WH ICH O NE O F TH E FO LLO WING FACTO RS
H ELPS IN CO NVINCING FARM ERS TO B UY
B AJ RA SEED (%)?
Free Gifts Field demo work Quality Result Dealers Influence Free Sample

30. As per the analysis of abovetable 56% offarmers are not switched and remaining
out of total 44% farmers are switched towards other brand products.
Yes
44%
No 56%
H AVE YO U SWITCH ED ANY B RAND IN SEED(%)?
Price rise
of
current
brand, 15
Unable to produce
desire result, 9
Less efficient, 18
Unavailability, 12
Impact of
packagin
g, 16
Schemes of Brand, 8
Advertisement, 12
Influence byothers,
10
IF YES, REASO NS FO R SWITCH ING TH E B RAND(%): -

31. As perthe analysis abovetable 15% of farmers switch due to price rise ofcurrent
brand,9% of farmers switch due to unable to produce desire,18% of farmers
switch due to less efficient , 12% of farmers switch due to unavailability,16% of
farmers switch due to impact ofpackaging ,8% of farmers switch due to schemes
of brand ,12% of farmers switch due to advertisement and remaining 10% of
farmers switch due to influence by others.
As per the observation ofabove tables for overall experience of using Bajra seeds
so we can say that 30% have excellent, 40% have good, 20% of farmers have fair
and remaining 10% of farmers have poor results.
TRADERS SURVEY OUTCOMES
Coming onto the market survey for Traders. First of All we asked in brand they
deal more and the results are as follows:
S
Excellent, 30
Good, 40
Fair, 20
Poor, 10
TELL M E AB O UT YO UR O VERALL
EXPERIENCE O F USING B AJ RA SEED(%)?
Excellent Good Fair Poor
Bestech 10
JK, 40
Buyer, 20
Dupont, 15
Other, 15
IN WH ICH B RAND YO U DEAL ?

32. By the help of this graph we can understand the most of the part of the market is
covered by the other companies followed by the Bestech and other companies.
Because the other local and national companies gives the maximum marginal
profit so retailer take interest in sale oflocal company’s products that’s whyMNC
are facing the sales problems as compared to the localcompany. Also in the Sawai
Madhopur District of Rajasthan the companies like Du-pont and Bayer are a little
lacking behind Bestech when we are talking about the dealing. This is becauseof
good number of person at field level. At ground level total of 16 members are
working in one district.
In sales maximum 60% sales of the local companies they are providing the more
marginal profit to the retailers compare to MNC. Educated farmer used to do
demand MNC product due to the quality of the product.
MNC
40%LOCAL
60%
B RAND H AVING M AXIM UM SALE (%)

33. Provides promotional schemes
Maximum promotion is done by the BESTECH followed by the JK and Du-pont
and Bayer. Local companies have the low budget so they used to do less
promotional activity.
Retailor give first priority to the margin profit followed by the commission and
others such as the tours and gifts etc.
COMMISSION
30%
PROFIT MARGIN
55%
OTHER
15%
RETAILO R PRIO RITY FO R SALE AND PURCH ASE
CO M PANY PRO DUCTS(%)
DU-PONT, 20
BAYER, 15
JK, 28
BESTECH, 35
OTHER, 2
PRO VIDES PRO M O TIO NAL SCH EMES
(%)

34. Maximum overall demand of the brand is of Bestech followed by the du-Pont,
Bayer and the other companies. Because the promotional activity is more in
Bestech products and farmer used to make demand about the Bestech product
such as BS-1174, BS-1185, BS-1192 etc. so many products are leader in market.
29% of the retailor mentioned price of products is constant and 71% retailor said
price BS-1185 for certain years every years.
Du-pont, 28
Bayer, 23
Bestech, 30
Other, 19
DEM AND O F B RAND (%)
BS-1192
BS-1185
ANY PRICE DIFFERENTIATIO N

35. Bestech employees mainly MDO(marketing development officer) used to visit
two times in a week to take the instruction about the field visit voted as 52%
followed by three time in a week is 24% , one time in a week is the 19% and 4%
never visit.
59% retailor mentioned that services are good and 26% retailors said excellent
services followed by 12% fair and 3% poor.
FINDINGS
With the certain observations, statistics and views of different farmers and
distributors we arrived at some findings. With the help of analysis and their
results the major findings for this study are:
19%
53%
24%
4%
BESTECH EM PLOYEES VISIT IN WEEK
One time Two time Three time Never come
Excellent , 26
Good , 59
Fair, 12
Poor, 3 SERVICES (%)

36. • Dealers’ recommendation plays very crucial role for the purchasing of the
Seeds . They trust dealers as compare to other sources which influence their
buying behavior becausemost of these farmers purchasethe seed at credit.
• Farmers from these regions are found to be very loyal to the productwhich
they are using. Most of the farmers were found to be using the same product
which they have been using since long back. That is the reason they are using BS-
1174, BS-1185 & BS-1192 and it’s a bit tedious job to make them understand
that BS-1174, BS-1185 is having more advantages over the germination in 75%.
• One of the most fundamental reasons why farmers prefer local Bajra seed
is due price sensitive. If the farmer used Bestech seed in field he would be spend
Rs. 400/ packet. whereas the farmer goes for only the local seed he just spends
less than 220-300 Rs per acre. So the total price difference between the seed is
100- 140 Rs per acre. So, the price sensitivity forces the farmers to buy the local
seed.
• In Bharatpur, Sikar region farmers are reluctant to change their seed
consumption. Farmers are not easily ready to change their usages and practices
pattern.
• Some old farmers are hesitating to give their contactnumber because they
have been cheated by some companies by giving their contact number to them.
• Out of total sample size, 40 percent farmers responded that farmer meeting
is the best source of information to them.
• By interviewing and observation it was seen that out of 400 farmer 18%
per cent of surveyed population is using whereas other 20 per cent of farmers
have not heard about it or have not seen its results in their peer group. Yes apart
from these, there are still 55per cent of population have heard about the product,
and 7 % of farmers have seen results in peer field.

37. • 15% farmers says that it kills beneficial weeds 13% farmer have fear of
using the product followed by 35% farmer says that price of the product is high
,25% farmers are loyal to other brands and 12% farmers have some inclination
towards using the product but they would like to first see the results from their
own eyes.
FINAL OUTCOMES
If we talk about the area where the study was conducted, we can see that reach of
the product was low despite of its good quality whereas the other products with
similar molecules are capturing eyes in the market, and almost all of the products
from Bestech belongs to a higher price range. And competitors are offering a
higher margin for the similar products to the dealers/retailer and hence
dealers/retailers are getting attracted towards them. And a number ofcompanies
are providing the similar products and services in the market. And most of
the companies are creating impact by their field work including Giants like
Bayer, JK, Shree Ramand Du-pont etc. So in this highly competitive market
what we have is a good quality product with relatively higher prices range
and less field work. In this market I found that the price was not a major area of
concernfrom the farmers as they are having abundance ofwater and good quality
land they are ready to pay a relatively higher prices all youneed to do is to provide
a good quality backed up by a huge customer support system which is there to
help him every time.
LIMITATIONS OF THE STUDY
 Collection ofdata was very difficult becausepeople have a tendency ofgiving
under estimated figures for income and high figures for cost.
 Even if the respondent was co-operative he was not be able to given correct
figure because of lack of records.

38.  Farmers do not maintain records and accounts due to which greater reliance
was placed on their memory and verbal reports.
 Generally the farmers hesitate in giving the correct information regarding
yield and income etc.
SUGGESTION & RECOMMENDATIONS
 Field staff should be well educated and having good sense of humor and
sharp mind.
 Number of stuff should be enough for each level of work.
 Strategy should be made to fulfill all the recommendation of farmers.
 Field staff should keep in mind that our consumers are the giver.
 Company should give the appraisal to the staff for their good work.
 Field work is the most necessary part and it should be done with great
potential.
 Company should also focus on medium and small land holding farmers to
make its grip strong in the market.
 Quality of products, its packaging should be good & supply should be
regular.
The major criteria for acceptance of a product in this region is “Quality
Assurance” and for that a paddy growing Farmer can pay a little more. And the
assurance they want can be given by the Retailers or the various company
representative visiting the field.
Bestech is known for its good quality products but still farmers are not aware of
its products so the first thing that is highly recommended for the company is to
increase the field activity.

39. Fieldactivity include the Farmermeetings, PromotionVans, FieldTrials etc.
to make awarenesstowards the companyandits products. Farmer don’tshow
interest in meeting unless they have been given refreshments and something from
the company as a gift, other competitors use to give things like pens, key rings
with the company logo and name printed on it, so our company can also do the
same so that more of the farmers know about the company. But it is very
important to give farmers a leaflet in the regional language becausewhatever they
have heard they will forget but a leaflet will make them remember the products
for a long time.
A good field activity with innovative ideas can spread the awareness about
the products like “BS-1174, BS-1185,BS-1192& Kala Sona (Guar) ” among
the farmers and it will generate demand into the market. And if companycan
generate demand dealers will not take a second thought about the company and
its products, they will get attracted toward the company and the market
appearance of the company will increase.
Bestech offers a wide range of products but with a higher price range, they have
their own standards settled for the products, thetarget customerwill be only those
farmers who belongs to a good economic status and you can find many in paddy
growing areas. BS-1174, BS-1185, BS-1192 despite of its higher price range can
be sold to the farmers which are more concerned about the results. Now farmers
are buying Bestech Products with higher price range because they have been
given Assurance for quality and explained about benefits of the products by
the Dealers or the Field officers working in the particular area.
But in a competitive market of plant protection products, it takes an art to sell
your products with similar technical properties as ofcompetitors butwith a higher
price range, it is highly recommended to have field officer with goodtechnical
and marketing skills. There must beregularcapacitybuilding sessionsforthe

40. field staff. To boost their capabilities and teach them about the new products and
market trends.
With the efforts of field staff and Some innovative thinking We can easily sell a
productbut for once because every day new products are coming into the market
even with the lower prices and other competitors are also doing good work into
the field, So to continue for a longer period company must have a good
relationship with the dealers as well as the farmers.
Relations with the farmers can be made by providing good quality product with
guidance and assured support, there should be regular field visits by the
company experts to the farmer’s field to make him feel comfortable in caseof
any pest, disease or disorder. It will not only enhance the credibility of the
company over the farmer but also ensure regular sale of products.
But when we are recommending a product to the farmer it must be available in
the nearby market, if it is not available dealer will sell the different productwith
same technical. According to the study Dealers are the source from most of the
farmers get to know about the new products. So we must have a strong dealer
base into the markets, and dealers must be encouraged with better services to
ensure that they sell our company product over other companies’ products
available in his store. The most important factor works here is the Margins they
get and the kind of relationship with the company representative they have,
if the company representative is supportive for the dealer and company
ensures a good flexible credit facility and other innovative services they offer.
Regular farmer meetings, retailer meeting are necessary to keep the
confidence high and adapt to the new market conditions.

41. CONCLUSION
 Farmer meeting and Field demonstration is best way to make acquainted
farmers about this company brand.
 Basically it is Bajra belt as the area and productionofBajra so the Farmers
of this area are totally depends on the Bajra and their seeds.
 In current scenario and future Bajra have bright future becauseevery year.
At Rajasthan Farmers totally depends on the Bajra Crop that show the
increasing demand of the Seeds.
REFERENCES:
• http://www.bestechseed.com/hybrid_pearl_millet.html
• http://www.bestechseed.com/research_pea.html
• http://www.bestechseed.com/careers.html
• https://data.gov.in/
• https://www.indiastat.com/
• https://www.indiamart.com/bestech-seed-india/aboutus.html
• https://www.indiancompany.info/company/bestech-seed-india-private-
limited/
• http://sawaimadhopur.kvk2.in/district-profile.html
• http://agropedia.iitk.ac.in/content/area-and-distribution-pearl-millet

42. • https://www.google.com/search?q=Sawai+madhopur+overview+in+agriculture&spell=1&sa
=X&ved=0ahUKEwjb8OGdk9rjAhUs5uAKHf9jAcYQBQguKAA&biw=1366&bih=657
APPENDIX (QUESTIONNAIRE FOR FARMERS)
 Village:
 Block:
 District:
 Contact No.

43. 1. Which type of crops do you grow in your field?
Crop Area ( Acres)
Bajra
Others
2. Which Varity of Bajra do you cultivate:-
3. Do You Know about Bestech ?
 Yes
 No
4. If yes, then how do you know Bestech ?
 Fellow farmer
 Company Representative
 Dealer
5. Are you using Bestech Products?
 Yes
 No
6. If Yes, then why you are using Bestech products?
 Quality Products
 Effective Control
 Easy Availability
 Price
7. Which brand of Seed do you prefer in your field ?
 Name: ……………………………………
 Age:-
 Address:-
 Total Cultivable Land (Acres): -……….

44. Brand Company Name
8. Reasons for choosing the particular brand?
a. Economical Price b. Product Efficiency c. Easy Availability d. Packaging
e. Brand Schemes f. Desirable Result g. Superior Quality h. Dealers Influence
i. Company Personnel Influence j. Performance k. Multi-Purpose Use
9. Who has influence you to choose the particular brand?
a. Dealers b. Advertisements c. Fellow Farmers d. Company People e. Own Decision
10. What do you prefer towards Bajra seeds on the basis of purpose?
a. Long Lasting Effect b. Easy to use c. More Efficient d. Desirable Result
e. Safety Measures g. Economical Price h. High Production i. Should work even in less
amount of water
11. According to you, which mode of promotion is better in creating impact on farmers?
a. Print Media b. Farmers Meeting c. Field Demonstration d. Individual Approach
to farmers
e. Banners f. In store Displays
12. Which one of the following factors helps in convincing farmers to buy any Seeds ?
a. Free Gifts b. Field demo work c. Quality Result d. Dealers Influence e. Free Sample
13. Have you switched any brand in past?

45. a. Yes b. No
14. If yes, reasons for switching the brand:-
APPENDIX (QUESTIONNAIRE FOR DEALERS
1. In which brand you deal more
(a) Bestech (b) Bayer
(c) JK (d) Other
2. Which brand has maximum sale at your shop?
(a)MNC (b) Local (c)Others
3. Which brand provides maximum promotional schemes to shop-keeper or the customer?
(a)Du-pont (b) Bayer
(c) Bestech (d) Others
4. Which type of schemes are
provided by company to the dealer or the consumer?
(a) Extra Commission (b) Good Profit Margin (c) Other
a. Price rise of current
brand
b. Unable to produce
desire result
c. Less efficient d. Unavailability
e. Impact of packaging f. Schemes of Brand e. Advertisement f. Influence by others
15. Tell me about your overall
experience ofusing Bestech
Products?
 Excellent
 Good
 Fair
 Poor
16. What are our expectations towards the Bestech
products?
 Should not damage crops
 Have significant result
 Should be more efficient
 Fair price
 Should have been experimentally tested
 Village:
 Block:
 District:

46. 5. On your counter which brand is demanded mostly by the consumer?
(a) Bestech (b) Bayer
(c) JK (d) Other
6. Is there any price differentiation in products?
(a) Constant (b) Varied
7. If varied
(a)More (b) less
9. According to you, which mode ofpromotion is better in creating impact on farmers?
(a)Print Media (b)Farmers Meeting (c)Field Demonstration
(d) Individual Approach to
farmers
(e) Banner
10. Which one of the following factors helps in convincing farmers to buy Seeds ?
(a)Free Gifts (b) Field demo work
(c) Advertisement (d) Distributer Influence
11. What is the most attractive thing in the Bestech?
(a)Quality of product (b)Price of product
(c) schemes (d) profit margin
12. Tell me how many time company employees visit to your counter in a week?
(a)One time (b)Two time
(c) Three time (d) Never come

47. 13. Tell me about how company treat you about their services?
(a) Excellent (b) Good
(c) Fair (d) Poor
14. Tell me about your overall experience of using product?
(a) Excellent (b) Good
(c) Fair (d) Poor
SUGESSTIONS