Case study analyzed by Minhaj Ali,IIPMB

1. CASE-STUDY
WAY FORWARD FOR ORYZOSTAR (Bispyribac sodium) – Godrej Agrovet Ltd.
Company Profile: Godrej Agrovet Limited (GAVL) was established in 1991 which is a
diversified, Research & Development focused agri-business company, dedicated to
improving the productivity of Indian farmers by innovating products and services that
sustainably increase crop and livestock yields. We hold leading market positions in the
different businesses in which we operate - Animal Feed, Crop Protection, Oil Palm, Dairy
and Poultry and Processed Foods. In our Crop Protection business, we meet the niche
requirement of farmers through innovative agrochemical offerings. Godrej Agrovet is the
world’s largest producers and marketers of Homobrassinolides and also the leader in
selective post-emergence cotton herbicides in India and has a 45% market share in the
Triacontanol segment. A robust, pan-India distribution channel of over 6,000 distributors
helps ensure wide reach across the country.
Product: Godrej Agrovet’s Crop Protection business has a wide range of products that cater
to the entire crop lifecycle. Some of the major herbicide-based products provided by Godrej
Agrovet Ltd. are Hitweed, Delete, Weednash, Impool, Erade etc. This year Godrej Agrovet
has come up with new herbicide product called Oryzostar (Chemical Name- Bispyribac
sodium). Bispyribac sodium is widely used as one of the paddy herbicide and usage
volumes of which are increasing across in south India. GAVL is both manufacturer as well
as marketer for oryzostar.
[Note: Paddy cultivation is of 2 types – Transplanted & Direct seeded rice (DSR)]
Product features: It is a post-emergence selective paddy herbicide, it controls grasses,
sedges and broad leaf weeds, it has low dosage – 100ml/acre, it is compatible with other
chemicals and it cannot be mixed with fertilizer and sprayed. It can be used both in
transplanted and DSR regions but highly recommended in DSR regions due to high weed
population. It is available in 10ml, 50ml, 100ml, 200ml, 500ml and 1000ml packing.
Market of Bispyribac sodium: Market potential for this herbicide is high in Andhra Pradesh
(A.P) and Tamil Nadu (T.N) as they are paddy growing regions. Current market size in A.P
is 24,000 litres and T.N is 56,000 litres. There is a huge opportunity in T.N due to high

2. DSR regions. In T.N region, customers are loyal when compared to A.P. Current growth
for this chemical is on higher side as labour cost is rising.
Issues: Some of the issues are farmer’s perception on crop selectivity- Stunted growth and
colour changes for 7 days; high competition; minimal field staff; low distribution network;
high price; conversion of farm lands into fisheries (A.P) and low demand in transplanted
paddy regions.
Existing Players/Competitors: Top 3 existing players are Pesticide India Ltd (Nominee
gold); Bayer (Adora) and Insecticides India Limited (Green label). Current market share
for this chemical is as follows: Pesticide India ltd – 50%; Bayer – 25%; Insecticides India
Ltd – 20%; others – 5%. Pesticide India Ltd being the first manufacturer of Bispyribac
sodium has gained the market. Bayer has created a brand image in market through
aggressive field work. Insecticides India Ltd has gained market by cutting down the cost.
Currently Bayer has strong network relationship compared to Pesticides India Ltd and
Insecticides India Ltd.
Godrej Agrovet’s Agri Inputs business has a wide range of products that cater to the entire
crop lifecycle. Paddy herbicide segment is increasing in India especially south India for last
10 years, Pesticide India Limited company is performing well as a monopoly for this
market. From past 2 years, many companies have started making or marketing this product
and few of the companies entered this year along with Godrej Agrovet Ltd. Company
would like to go aggressively this year to reach the second position in the market in terms
of Bispyribac sodium volume. Hence, the company is in a dilemma what kind of strategies
to be followed in order to achieve a competitive position in the market.
Answer the following questions:
1. Suggest ways for launching a product?
2. List out the strategies for promotion of the product?
3. Strategies for distribution?