A study on Identification of potential Citrus growers in Nalgonda district (Telangana)

A
Project Report
Submitted in partial fulfillment of the requirements for the award of
POST GRADUATE DIPLOMA IN MANAGEMENT- ABM
SUBMITTED BY
D.VENKATA RAMANA
F14030
UNDER THE GUIDENCE OF
External supervisor
Mr.K.Sudhakar Reddy
BMD Lead – AP at Sumitomo Chemicals India Pvt. Ltd.
& Zonal Manager (Marketing & Development)-South India
at New chemi industries ltd.
Internal supervisor
Prof.G .Anil Kumar
Food and Agri Business School
Hyderabad - 501503.
2014-16
A study on Identification of potential Citrus
growers in Nalgonda district (Telangana)

DECLARATION
This is to declare that I Mr.DHARMARAJULA VENKATA
RAMANA student of Post Graduate Diploma in management
( ABM) 2014-2016 batch, Food and Agri Business School, Hyderabad
have given original and authentic data, information and maintained full
confidentiality to the best of my knowledge in the project report
titled “A study on Identification of potential Citrus growers in
Nalgonda district (Telangana ) ” and that, no part of this information
has been used for any other assignment but for the partial fulfillment of
the requirements towards the completion of the said course.
NAME OF THE STUDENT SIGNATURE OF THE STUDENT

Food and Agri Business School
Hyderabad - 501503.
CERTIFICATE
This is to certify that the project report of the industry internship
in promotion of market entitled A study on Identification of potential
Citrus growers in Nalgonda district (Telangana) done at Sumitomo
Chemicals India Pvt.Ltd. being submitted by Mr. DHARMARAJULA
VENKATARAMANA bearing Roll No F14030 in partial fulfilment for
the award of the degree in Post Graduate Diploma in Management-
ABM, from Faculty of Management, Food and Agri Business School,
Chevella, R.R (Dist) Telangana state .
FACULTY GUIDE Director

CERTIFICATE
This is to certify that Mr. DHARMARAJULA VENKATA
RAMANA a bonafied student of Post Graduate Diploma in
Management (Agri Business Management ) 2014-2016 batch, Food
and Agri Business School, Chevella worked as a trainee in our
organization Sumitomo Chemicals India Pvt. Ltd. from the period
(May5th – June20th, 2015). He has successfully completed his Final
project titled A study on Identification of potential Citrus growers in
Nalgonda district (Telangana) towards the partial fulfillment of his
requirements for the course.
I wish him all success in future.
Sanjeev Seth
HR Lead -CPD
Sumitomo Chemicals India Pvt. Ltd

ACKNOWLEDGEMENT
With deep sense of gratitude, I wish to express my sincere thanks to the
management of Sumitomo Chemicals India Pvt.Ltd Specially Mr .Sanjeev
Seth( H.R), Mr.K.Sudhakar Reddy (BMD Lead AP), and Mr. P. Ravi Kumar
BDM, Who gave me an opportunity to work with this esteemed company as
a summer trainee, which has been a pleasant and learning experience for me.
It is by the divine blessings of my parents that I could complete my project
work successfully. I would like to express my deepest gratitude to my
parents , for their support , encouragement , understanding ,love and
Scarifies they made so that I could finish my studies .
I am happy about the way this project went on and feel a sense of
achievement now that it has been completed successfully. The project not
only helped me to understand much about the current status of rural markets
and the purchase and consumption behavior of the farmers. It widened my
vision in general management too, by virtue of being associated with an
excellent and professional organization.
This summer project would not have started and much less completed
without the encouragement and support of many people, most notably the
officials of Sumitomo Chemicals India Pvt. Ltd and all those good and kind
hearted persons I met during this period.
Thanks also go to Prof. G. Anil Kumar for his guidance, and Dr.C.Naga
Sivanand (Director of FABS ) ,Dr .Geeta (Mentor), Mr.Murali Prasad
(Placement officer) and Prof.Rama krishna which has been there with me
and thanks to all the Food and Agri Business School faculty and staff.
Regards

TABLE OF CONTENTS
CHAPTER NAME OF THE TOPIC Page Number
Certificates
Declaration
Acknowledgement
Executive Summary
I Introduction 01
Industry Profile 05
Company Profile 10
II Objectives of the study 14
Need of the study 15
Scope of the study 16
Limitations of the study 17
III Research Methodology 18
IV Data analysis and Interpretation 21
V Findings 38
Suggestions 40
Conclusion 41
VI Bibliography 42
Webliography 42
Annexure 43

Introduction
Agriculture is the cultivation of animals, plants, fungi, and other life
forms for food, fiber, bio fuel, medicinal and other products used to sustain and enhance human
life. Agriculture was the key development in the rise of sedentary human civilization, whereby
farming of domesticated species created food surpluses that nurtured the development
of civilization. The study of agriculture is known as agricultural science. The history of
agriculture dates back thousands of years, and its development has been driven and defined by
greatly different climates, cultures, and technologies. However, all farming generally relies on
techniques to expand and maintain the lands that are suitable for raising domesticated species.
For plants, this usually requires some form of irrigation, although there are methods of dry land
farming. Livestock are raised in a combination of grassland-based and landless systems, in an
industry that covers almost one-third of the world's ice- and water-free area. In the developed
world, industrial agriculture based on large-scale monoculture has become the dominant system
of modern farming, although there is growing support for sustainable agriculture,
including permaculture and organic agriculture.
Until the Industrial Revolution, the vast majority of the human population labored in
agriculture. Pre-industrial agriculture was typically subsistence agriculture/self-sufficiency in
which farmers raised most of their crops for their own consumption instead of cash crops for
trade. A remarkable shift in agricultural practices has occurred over the past century in response
to new technologies and the development of world markets. This also has led to technological
improvements in agricultural techniques such as the Haber-Boschmethod for
synthesizing ammonium nitrate which made the traditional practice of
recycling nutrients with crop rotation and animal manure less important.
Modern agronomy, plant breeding, agrochemicals such as pesticides and fertilizers, and
technological improvements have sharply increased yields from cultivation, but at the same time
have caused widespread ecological damage and negative human health effects. Selective
breeding and modern practices in animal husbandry have similarly increased the output of meat,
but have raised concerns about animal welfare and the health effects of the antibiotics, growth
hormones, and other chemicals commonly used in industrial meat production. Genetically
modified organisms are an increasing component of agriculture, although they are banned in

several countries. Agricultural food production and water management are increasingly
becoming global issues that are fostering debate on a number of fronts. Significant degradation
of land and water resources, including the depletion of aquifers, has been observed in recent
decades, and the effects of global warming on agriculture and of agriculture on global warming
are still not fully understood.
The major agricultural products can be broadly grouped into foods, fibers, fuels, and raw
materials. Specific foods include cereals(grains), vegetables, fruits, oils, meats and spices. Fibers
include cotton, wool, hemp, silk and flax. Raw materials include lumber and bamboo. Other
useful materials are produced by plants, such as resins, dyes, drugs, perfumes, bio fuels and
ornamental products such as cut flowers and nursery plants. Over one third of the world's
workers are employed in agriculture, second only to the services' sector, although the
percentages of agricultural workers in developed countries has decreased significantly over the
past several centuries.
Introduction to citrus crop
Citrus industry of India is witnessing manifold challenges due to vagaries
of climate, depleting land and water resources, unavailability of quality planting material, lack of
post-harvest and marketing infrastructure. This distinctive growth of citrus industry will have to
be inclusive of participation of all the stakeholders. Citrus production in the country is 8.7
million tons at present with world ranking at sixth position after China, Brazil, USA, Spain and
Mexico. It is expected that demand for citrus fruits would be to the tune of 12.6 million tons by
2030 with per capita citrus fruit availability of 8.5 kg per annum for anticipated population of
1500 million by that time. The above projected increase of 4 million tonnes in production during
next two decades could be achieved by facilitating accelerated dissemination of newer
technologies, better public-private-partnership in supply chain management and infrastructural
support to processing.
Globally, India ranks fourth in terms of production but in terms of productivity, figures
abysmally low. The current average productivity of 10.9 tones/ha compares no way with the
average productivity of citrus orchards of even some of the southeast Asian countries like Japan

where high density planting on dwarfing rootstock alone has contributed immensely in
revolutionizing the art of commercial Citriculture. The most ominous complex problem, citrus
decline has plagued our citrus plantations invariably in space and time warranting for massive
rejuvenation programme immediately. Citrus growers in the country are still not aware of the
available technology options for raising the productivity from present level on sustained basis. A
strong need is felt to provide the technological support in post-harvest handling aimed at
enhancement of shelf life so that both availability of fruits in various agro climatic regions and
impart price stability in the market is ensured. Development and dissemination of viable
technologies for sustainable citrus production will collectively add a new lease of life to our
citrus industry.
The first decade of N.R.C. for Citrus, Nagpur since its establishment in 1985 was
devoted to development of infrastructure and initiating the research projects priority wise. As we
are in third decade of NRCC and have already entered in 21st
century, the challenges have been
well identified with the clear objectives and goals set in our mind while formulating the future
strategies. A.D. and beyond.
Vision2030
Under TRIPS (Article 22, 23 & 24), India shall seek to get protection of indigenous
germplasm by negotiating among the member countries of WTO. India will have to utilize its
right under (SPS) sanitary and phytosanitary non-tariff barriers to restrict dumping of
horticultural produce especially citrus in our country due to liberal trade policies under WTO
regime.
World citrus production is more than 106 million tonnes (FAO, 2005) with India’s
share around 6.81 million tonnes. Of the total citrus produced in the world, almost one-third is
being processed into various products. In the pretext of new WTO regime, with TRIPs, IPRs and
PVPs enforced by various countries, India also need to gear-up and re-orient its priorities in
citrus research and development as envisaged in this document “Vision 2025”. Citrus being
widely grown across the country, its cultivation faces variety of problems relating to planting
material, soil and water

requirement, nutrition, threats of insect-pests and diseases and lack of post-harvest handling and
utilization infrastructure. Consequently, yields are far below the full orchard potential with
inferior fruit quality.
In India, there are 26 states involved in citrus production but 9 states cover more than 70 % of
area and 89% of total production. In depth analysis, however, shows that there exists very high
degree of disparity in area and production vis-à-vis productivity. For example, the Maharashtra
state ranks first in area total and production but productivity wise it ranks 4th
with 10.3 t/ha after
Karnataka (21.5 t/ha), Madhya Pradesh (16.0 t/ha) and Punjab (13.3 t/ha). In spite of poor yield
in Maharashtra there was almost four fold increased in area under citrus during 1968-69 to 1991-
92. The high market price and steady increase in demand in the domestic market keeps citrus
cultivation a highly remunerative venture. Doubling of yield of citrus in Maharashtra from 5.7
t/ha in 1991-92 to 10.3 t/ha in 2001-02 has become possible with the available production
technologies generated by National Research system.
Projected area and production of citrus fruits
Citrus
fruits
Area (lakh ha) Production (lakh tonnes)
1992-93 2020-25 1992-93 2020-25
Mandarin 1.66 3.29 13.40 52.63
Sweet
orange
1.10 2.18 8.93 35.07
Acid lime
and Lemon
0.93 1.84 7.46 29.36
Total 3.69 7.31 29.79 116.96

Pesticide industry
Meaning of pesticide
The Food and Agriculture Organization (FAO) has defined pesticide as:
any substance or mixture of substances intended for preventing, destroying, or controlling any pest,
including vectors of human or animal disease, unwanted species of plants or animals, causing harm
during or otherwise interfering with the production, processing, storage, transport, or marketing of
food, agricultural commodities, wood and wood products or animal feedstuffs, or substances that may
be administered to animals for the control of insects, arachnids, or other pests in or on their bodies.
Background
Since before 2000 BC, humans have utilized pesticides to protect their crops. The first
known pesticide was elemental sulfur dusting used in ancient Sumer about 4,500 years ago in ancient
Mesopotamia. The Rig Veda, which is about 4,000 years old, mentions the use of poisonous plants
for pest control. By the 15th century, toxic chemicals such as arsenic, mercury, and lead were being
applied to crops to kill pests. In the 17th
century, nicotine sulfate was extracted from tobacco leaves
for use as an insecticide. The 19th century saw the introduction of two more natural
pesticides, pyrethrum, which is derived from chrysanthemums, and rotenone, which is derived from
the roots of tropical vegetables. Until the 1950s, arsenic-based pesticides were dominant. Paul
Muller discovered that DDT was a very effective insecticide. Organo chlorines such as DDT were
dominant, but they were replaced in the U.S. by organophosphates and carbamates by 1975. Since
then, pyrethrum compounds have become the dominant insecticide. Herbicides became common in
the 1960s, led by "triazine and other nitrogen-based compounds, carboxylic acids such as 2,4-
dichlorophenoxyacetic acid, and glyphosate".
The first legislation providing federal authority for regulating pesticides was enacted in
1910;however, decades later during the 1940s manufacturers began to produce large amounts of
synthetic pesticides and their use became widespread . In the 1960s, it was discovered that DDT was
preventing many fish-eating birds from reproducing, which was a serious threat to biodiversity.

Global pesticide Scenario
An estimated 4.5 million metric tons of pesticides are consumed in the
world annually to protect crops and meet the demands of public health. Globally, nearly 45 per cent
of the total pesticides used consist of herbicides (weedicides) while 30 per cent consists of
insecticides. Fungicides and other pesticides account for 20 per cent and 5 per cent respectively.
Out of the total pesticides consumed in the world, as much as 72 per cent is used in the USA,
Europe and other developed countries, while all the developing countries together consume only 28
per cent. Asia, Africa and Latin America consume 12, 4 and 8 per cent respectively. This uneven
consumption pattern shows that perils caused by pesticides are also of different proportions in
different parts of world. Globally, vegetables and cereals are protected by using as much as 26 and
37 per cent respectively of the total pesticide consumption. Among the cereals, maize and rice
consume 12 per cent and 10 per cent, while cotton and soybean use 9 per cent and 10 per cent of
the total pesticide consumption
Global Market of MNCs :
Sales of top ten agrochemical firms in 2012
Ranking of
2012
Company
Sales of 2012
（$ million）
Sales of 2011
（$ million）
change%
1 Syngenta 10,318 9,677 +6.6
2 Bayer Crop Science 9,535 8,963 +6.4
3 BASF 6,012 5,801 +3.6
4 Dow Agro Sciences 5,041 4,600 +9.6
5 Monsanto 3,715 3,240 +14.7
6 DuPont 3,173 2,900 +9.4
7 Makhteshim Agan 2,649 2,503 +5.8
8 Nufarm 2,260 2,154 +4.9
9 Sumitomo Chemical 1,958 1,511 +29.6
10 FMC 1,764 1,465 +20.4

India agrochemical Scenario
Increasing demand of food grains & declining farmlands in India have
increased pressure on farm yield improvement and reduction in crop losses due to pest attacks.
Indian crop protection market was estimated at $ 3.8 billion in FY12 with exports constituting
about 50% of the market. The crop protection market has experienced strong growth in the past
and is expected to grow further at approximate 12% p.a. to reach $ 6.8 billion by FY17. The
growth would be largely driven by export demand which is expected to grow at 15-16% p.a,
while domestic demand is expected to grow at 8-9% p.a. Bio pesticides, which currently
represent only 4.2% of the overall pesticide market in India, are expected to exhibit an annual
growth rate of about 10% in the coming years.
Indian crop protection industry is largely dominated by insecticides which form about
65% of share of the industry. Other segments like herbicides, fungicides and other (rodenticides/
nematocides) form 16%, 15% and 4%, respectively. The Indian market is different from the
global industry in terms of consumption patterns. Globally, herbicides constitute about 44% of
the crop protection market followed by fungicides at 27%, insecticides at 22% and others at 7%.
Favorable climatic conditions in North America and Europe drive herbicide consumption in
those areas. Insecticides usage has also gone down in developed markets with increased usage of
genetically modified (GM) crops.
Tropical climatic conditions and high production of paddy, cotton, sugarcane and other
cereals in India drive the consumption of insecticides. Availability of cheap labor for manual
weed picking also contributed to low consumption of herbicides in India. However, the trend is
expected to change in future as herbicides, now, are the fastest growing segment due to
increasing farm labour wages in India.
Key growth drivers
Indian agrochemicals market is supported by strong growth drivers. Current low
consumption of crop protection products in India, 0.6 kg/ha compared to world average of 3
kg/ha, offers immense opportunities for future growth. Availability of cheap labor and low
processing costs offers opportunity for MNCs to setup their manufacturing hubs in India for their
export markets.

The sector is also driven by huge opportunity for contract manufacturing and research for Indian
players due to large availability of technically skilled labor.
Industry challenges
 Despite the strong growth drivers, Indian agrochemicals industry faces challenges in
terms of low awareness among farmers (only 25-30% of the farmers are aware of
agrochemical products and their usage).
 With large number of end users spread across the geography, managing inventory &
distribution costs is a challenge for the industry players.
 Apart from this, as per feedback from leading industry players, rising sale of
spurious pesticides and spiked bio-pesticides pose a major threat to industry growth.
Effectiveness of current supply chain management (SCM) practices in agrochemicals is
another area of concern for the industry.
 Companies face issues due to seasonal nature of demand, unpredictability of pest attacks
and high dependence on monsoons.
 Month end skews and high inventory across the channel is a perennial problem for the
industry.

Growth impart
Going forward, the industry needs simplified registration norms for pesticides exports
and increased scope of regulations to include all types of pesticides (including bio pesticides).
For effective regulatory policy, government and industry players need to work together to keep
up the growth momentum. Regulators need to increase their inspection staff to ensure regular
checks to contain the growth of spurious products.
There is also a need to encourage R&D and ease registration process for development of new
molecules. Large MNCs can look at strategic alliances with Indian counterparts to increase their
marketing and distribution reach or expand into newer product categories. Smaller Indian
companies can look at tie-ups with MNCs to explore opportunities in contract research and
manufacturing.
Companies also need to relook at strengthening their SCM strategies to improve their
distribution reach. Certain progressive companies in the industry have adopted new innovative
practices and are setting new benchmarks in supply chain performance which can be followed by
other players as well.

Company Profile
Sumitomo is a Japanese word SUMI+TOMO which means Environment Friendly. The
Sumitomo group traces its roots to a bookshop in Kyoto founded circa 1615 by a former
Buddhist priest, Masatomo Sumitomo. Sumitomo was established on September 22, 1913 and
having headquarter in Tokyo; Japan Sumitomo chemical started business in 1913 as a producer
of fertilizers from sulfur dioxide gas emitted by copper smelters. This business which solved the
environmental problem of air pollution while meeting the social demand for more agricultural
production, embroiled the business philosophy of the Sumitomo family handed down from 17th
century. In 1934 Sumitomo Fertilizer Manufacturing changes its name to Sumitomo Chemical
Co., Ltd. Sumitomo chemicals group, including over 167 subsidiaries and affiliates
It operates business in five different sectors:
 Basic chemicals
 Petrochemicals
 IT related chemicals
 Health & Crop science and
 Pharmaceuticals
It is one of the largest players in the global agrochemical industry with a wide range of products
for crop protection including insecticides, fungicides, herbicides, agricultural microbial
insecticides, plant growth regulators as well as microbial larvicides for the agro service.
Crop science sector
There are certain range of molecules produced by the R&D sector which are patent and eco
friendly in nature. It deals with production and marketing of pesticides which improves crop
yield and environmental safety. Products produced by the company are IPM and future products
.

Sumitomo chemicals Sales by sector
Sumitomo chemicals sales by year

Sumitomo product range in India for control of diseases and pests
Sr.
no
Brand Name Technical Name Type
1
Danitol
Fenpropathrin 10%EC Insecticide
2
Dantotsu
Clothianidin 50%WDG Insecticide
3
Leader
Sulfosulfuran75%WG Herbicide
4 Borneo
Etoxazole 10% EC
Insecticide
5
Meothrin
Fenpropathrin30% Insecticide
6
Sumitaj
Hydrochloride 4% Fungicide
7
Validacin
Validamycin 3% L Antibiotic
8
Sumipleo
Pyridalyl 10% EC Insecticide
9
Progibb
Gibbrelic Acid Growth promoter

Product images
Danitol Progibb
Dantotsu Borneo

Objectives of the study
 To know the acreage and farming experience of farmers.
 To know the different pest, disease and plant protection products used by the citrus
growers.
 To find out the farmer knowledge of Sumitomo and other companies

Need of the Study
 For the identification of major crops grown by farmer
 Being a huge Citrus belt, there is a need for the study to be done in Nalgonda district
 For the identification of major pest and diseases attacks on the citrus crop
 To identify major players in pesticide market
 To identify farmers perception about the Sumitomo products.

Scope of the study
It provides a clear understanding to the company regarding the ongoing market and
performance of product with in the Nalgonda district.
It provides easy access to the company to contact farmers.
Help identify main pest and diseases which are prevalent within the citrus going areas in
survey area.

Limitations
The information filled in the questionnaire by the respondents may be biased.
Another problem that I have faced is the poor response from some of the farmers.
Time constraint is also problem in this project.
Poor transport facility in remote areas.
Allotted only limited area

Research methodology
Research Design:-
After the objectives of the survey were well defined, descriptive type
of research design is selected .The research was of survey type and so immense importance
was given on the technicalities of sampling the method of constructing questionnaires,
interviewing the respondents, editing, coding, and tabulation of data and the statistical
techniques to analyze data.
Sampling procedure
Sampling procedure followed were simple Random sampling
Sample size
No. of villages to covered – 45
No. of farmers to covered - 551
Data collection from the Vallala and chandrupalta village farmers at Nalgonda district

Area of Survey:-
Nalgonda district (Telangana state)
Sources and method of Data Collection:-
Data required for the accomplishment of objectives perception of farmers and promotional
schemes is collected through primary and secondary data sources.
A) Sources of Primary Data
Primary data collected from farmers directly with the help of company Questionnarie
(10-20 Farmers from each village)
B) Sources of Secondary Data
 Literature available with company websites, Magazines and previous records
 Literature available with company
 Internet
Data Analysis
The collected data was tabulated by using MS-Excel and Graphical analysis is illustrated
appropriately to make meaningful inferences. The data was subjected to appropriate statistical
treatments like average, percentage and the same has been presented in the form of tables.
Study Period
The duration of the project is limited to 45 days only, starting from May 5th
to June 20th
2015.

Location of the Study
Note: - Mark of identification Red zone is the survey area
India

Data analysis and Interpretation
1. Which are the major crops are grown by farmer and its acreage?
Acreage wise crop grown by farmer
Crop Area in acre Sample size
Sweet orange 2510.5 71%
Lime 510 14%
Paddy 540 15%
Data Interpretation
71% of the sample area holding for Sweet orange and 15% area for paddy crop.
71%
14% 15%
0%
20%
40%
60%
80%
Sweet orange Lime Paddy
cropArea%inacre
Area wise crop grown by farmer
Sample size : 551 farmers

Crop grown based on farmer size
Particular No. of farmers Sample Size
sweet orange 432 65%
Lime 119 18%
Paddy 116 17%
Data Interpretation:-
65% of the sample farmers prefer to cultivate sweet orange crop
18% of the sample farmers prefer to cultivate Lime crop
78%
22% 21%
0%
20%
40%
60%
80%
100%
sweet orange Lime Paddy
No.offarmers
crop name
Crops grown by farmer

Sweet orange cultivating acreage
1 to 5 acre 317 73%
6 to 10 acre 98 23%
11 to 15 acre 10 2%
16 to 20 acre 7 2%
73% of the sample farmers holding 1-5 acres for cultivating of sweet orange and 23% of the
sample farmers holding 6-10 acres .
73%
23%
2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
1 to 5 acre 6 to 10 acre 11 to 15 acre 16 to 20 acre
Farmersize
Acre Range
Sweet orange cultivating acreage

Lime Cultivating acreage
Particular No.of farmers Sample Size
1 to 5 acre 118 99%
6 to 10 acre 1 1%
99% of the sample farmers holding 1-5 acres for cultivating lime
99%
1%
0%
20%
40%
60%
80%
100%
120%
1 to 5 acre 6 to 10 acre
No.offarmers
Lime Cultivating acreage
Sample size: 119 farmers

Photo with Mr. P.Ravi Kumar BDM, Sumitomo Chemicals at Nalgonda ( Citrus field )

Paddy cultivating acreage
1 to 5 acre 95 82%
6 to 10 acre 16 14%
11 to 15 acre 1 1%
16 to 20 acre 4 3%
Data Interpretation :-
82% of the sample farmers holding 1-5 acres for cultivating Paddy crop and 14% of the sample
farmers holding 6-10 acres .
82%
14%
1% 3%
0%
20%
40%
60%
80%
100%
1 to 5 acre 6 to 10 acre 11 to 15 acre 16 to 20 acre
No.offarmers
Paddy cultivating acreages

2. How long you are cultivating this Crop?
Sweet orange cultivating years
Duration No.of farmers Sample Size
1 to 5 years 16 4%
6 to 10 years 395 91%
11 to 15 years 17 4%
16 to 20 years 4 1%
21 to 25 years 0 0%
91% of the sample farmers cultivating sweet orange crop from 6-10 years and 4% of the sample
farmers from 1-5 and 11-15 years.
4%
91%
4% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 to 5 years 6 to 10 years 11 to 15 years 16 to 20 years
No.ofFarmers
Sweet orange cultivating years

Lime cultivating years
Duration No. of farmers Sample Size
1 to 5 years 1 1%
6 to 10 years 111 93%
11 to 15 years 4 3%
16 to 20 years 2 2%
21 to 25 years 1 1%
93% of the sample farmers cultivating Lime crop from 6-10 years and 3% of the sample farmers
cultivating from 11-15 years
1%
93%
3% 2% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 to 5 years 6 to 10 years 11 to 15 years 16 to 20 years 21 to 25 years
Sample size :119 farmers
Lime crop cultivating years

Paddy cultivating years
Duration
No. of
Farmers Sample Size
1 to 5 years 8 7%
6 to 10 years 101 87%
11 to 15 years 4 3%
16 to 20 years 3 3%
87% of the sample farmers cultivating paddy crop from 6-10 years and 7% of the sample farmers
cultivating from 1-5 years
7%
87%
3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 to 5 years 6 to 10 years 11 to 15 years 16 to 20 years
Paddy cultivating years

3. What are the major pest and Diseases?
Particular No. of Farmers Sample Size
Mites 439 79.7%
Root rot 92 16.7%
Leaf minor 20 3.6%
79.7% of the sample farmer crops affected by Mites and 16.7% were affected by Root rot
Leaf minor infected fruits Mites infected fruits
79.7%
16.7%
3.6%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Mites Root rot Leaf minor
Major Pest and Disease
Sample Size : 551 farmers

4. What are the Major plant protection products using?
A. Sweet orange
Product No.of farmers Sample Size
Blitox ( coc ) 213 25%
Omite ( propargite ) 195 23%
Carina ( profenofos ) 195 23%
Fosmite( Ethion ) 61 7.3%
Curacron( profenofos ) 61 7.3%
SAAF ( Carbendazim ) 38 4.52%
Oberon (Oberan ) 35 4.16%
Borneo ( Elexazoie ) 21 2.5%
Simbaa ( propargite ) 17 2.02%
Confidor (Imidacloprid ) 4 0.47%
Data interpretation: -
In the sweet orange crop Blitox occupied highest (25 % ) and followed by omite and carina
with 23% .

B. Lime crop
Product No.of farmers Sample Size
Omite 47 16%
Carina 47 16%
Blitox 40 14%
Fosmite 26 9%
Curacron 26 8.8%
Confidor 24 8.1%
Endurer 24 8.1%
Magister 24 8.1%
SAAF 14 4.7%
Borneo 14 4.7%
Oberon 8 2.8%
Data interpretation: -
In Lime crop both Omite and Carina occupied highest (16% ) followed by Blitox (14%) .
Plant protection materials are using by farmers

5. Where you purchased plant protection materials?
Place No.of shops No.of farmers
Sample
Size
Damarlacharla 1 21 4%
Kannekal 2 38 7%
Madugulapally 2 51 9%
Miryalaguda 4 96 17%
Nadigudem 1 17 3%
Nakarikal 4 92 17%
Nidamanuru 2 50 9%
Tipparthi 2 83 15%
Tripuraram 2 63 11%
Vallala 1 10 2%
Vemulapally 1 30 5%
Data interpretation:
Out of 551 sample farmers Miryalaguda and Nakarikal occupied highest position followed by
Tipparthi

6. Where you get these Recommendations?
Particular No.of Farmers Percentage
Dealer 497 90%
Company Representative 46 8%
Fellow Farmers 8 1%
90% of the sample farmers receiving information through Dealers and 8% of the sample farmers
through Company Representatives
90%
8%
1%
0%
20%
40%
60%
80%
100%
Dealer Company Representative Fellow Farmers
Source of information to the farmers
Sample Size :
551 farmers

. Which is the major company in your area?
Company No of Farmers Sample size
Aries 253 46%
Bayer 93 17%
Coromandal 9 2%
Dhanuka 44 8%
Dupont 8 1%
IMT 27 5%
Pesticides India 17 3%
Syngenta 98 18%
Out of 551 Farmers, 253 (46%) farmers are mostly aware about Aries, followed by 98 (18%)
farmers Syngenta .
46%
17%
2%
8%
1%
5%
3%
18%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Aries Bayer Coromandal Dhanuka Dupont IMT Pesticides
India
Syngenta
No.ofFarmers
Company Name
Farmer perception on major Companies
Sample Size : 551 farmers

8. Do you know sumitomo Chemicals India PVT Ltd?
Particular No. of Farmers Percentage
Yes 21 4%
No 530 96%
96% of the sample farmers are not aware and 4% of the sample farmers are aware about
Sumitomo Company
4%
96%
Awareness on sumitomo company
Yes
No

9. Any Suggestions from Farmers?
Particular No. of farmers Sample size
Give free sample and field
demonstrations 461 84%
Not given any suggestions 90 16%
84% of the sample farmers asking free samples and field demonstrations and 16% of the sample
farmers are not given any suggestions or response.
Give field
demonstrations
and free
samples
84%
Not given any
suggestions
16%
Farmer suggestions

Findings
96% of the sample farmers are not aware and 4% of the sample farmers are aware about
Sumitomo Company
Majority of sweet orange and lime farmers are using Blitox (39%), Omit (9%) and Carina
(9%) for the control of Root rot, mites and Leaf minor.
71% of the sample area holding for Sweet orange and 15% area for paddy crop.
Based on the farmer size out of 551 farmers 78% of the sample farmers cultivating sweet
orange and 22% are Lime crop and
Based on the area out of 551 farmers 71% of the sample area holding for Sweet orange
and 15% area for paddy crop.
Out of 432 Sweet orange farmers 73% of the sample farmers holding 1-5 acres and 23%
of the sample farmers holding 6-10 acres. And Out of 199 lime farmers 99% of the
sample farmers holding 1-5 acres for cultivating lime.
Out of 116 paddy farmers 82% of the sample farmers holding 1-5 acres for cultivating
Paddy crop and 14% are 6-10 acres.
In lime crop 93% of the sample farmers cultivating Lime crop from 6-10 years and 3% of
the sample farmers cultivating from 11-15 years.
In Sweet orange crop 91% of the sample farmers cultivating crop from 6-10 years and
4% from 1-5 and 11-15 years.
79.7% of the sample farmer crops affected by mites and 16.7% affected by Root rot
In Lime crop both Omite and Carina occupied highest (16%) followed by Blitox (14%).
In the sweet orange crop Blitox occupied highest (25 %) and followed by omite and
carina with 23%.
Out of 551 sample farmers Miryalaguda and Nakarikal occupied highest position for
purchasing of plant protection materials followed by Tipparthi.
Out of 551 sample farmers 253 farmers (46%) are mostly aware about Aries, followed
by 98 farmers (18%) Syngenta .

84% of the sample farmers asking free samples and field demonstrations and 16% of the
sample farmers are not given any suggestions or response
All the Citrus growers are following irrigation method through Drip.
15% farmers are ready to remove citrus crop plants due to lack of water facility & high
pest and disease incidence .
90% of the sample farmers receiving information through Dealers and 8% of the sample
farmers through Company Representatives

Suggestions
 To increase the marketing activities at frequently basis e.g. Road show, trade show, free
distribution of leaflets, advertisement in local newspaper, TV, field demonstrations,
farmer meetings etc.
 The point of purchase (POP) displays and demonstrations are the part of consumer sale
promotion and take place at the point of purchase or sale.
 Company should also provide the promotional offer to the farmers in different season like
free coupon, free sampling, gifts, installment schemes, and Discounts etc.
 The use of video vans has been of prime significance in conducting promotional activates
in rural areas.
 Company should recruit the field experts who visit the dealers shop as well as farmer’s
field at regular interval.
 Haats and mandis plays a vital role in the lives of villagers as it provides a first contact
point with the market
 Folk media consists theatrical forms, puppetry, street theatre and magic shows, which are
an intrinsic part f the culture and heritage of the land.
 Conduct the events which are important for the best ways to capture the attention of the
audience .
 Melas or fairs are an important feature of Indian rural life ,held periodically to
commemorate important events or to honour deity .

Conclusion
Based on the results of the survey and graphical analysis, it seems
quite logical to conclude that Sumitomo Chemicals having less share in Nalgonda district
compare to other companies but the products of the this company giving high effective results
than other company products , so this having more opportunity to increase share of market
through following the various methods like Road show, trade show, free distribution of leaflets,
advertisement in local newspaper, TV, field demonstrations, farmer meetings , point of purchase
Company should also provide the promotional offer to the farmers in different season like free
coupon, free sampling, gifts, installment schemes, and Discounts etc.
The promoting the company brand using with Haats and mandis plays a vital role
in the lives of villagers as it provides a first contact point with the market and Conduct the events
which are important for the best ways to capture the attention of the audience. Apart from this I
would like to share few points, farmer always have to face many problems in Indian agriculture,
at that crucial, time if company provides support to farmers by giving quality and best plant
protection materials like sumitomo products it saves farmers from indebt ness and helps him
maintain self sufficiency. I heart fully thank Sumitomo chemicals India Pvt Ltd for giving this
opportunity especially Mr .Sanjeev Seth (HR) and Mr. .Sudhakar Reddy BMD lead AP. for
giving his valuable suggestions to me .

Bibliography
Rural Marketing by Pradeep Kashyap
Principles of Marketing by Philip Kotler
Webliography
www.nabard.org/english/shortterm.aspx
https://www.organicconsumers.org/news/worlds-top-10-pesticide
http://www.ficci.com/events/20563/Add_docs/SectorBrief.pdf
https://www.agra-net.net/agra/agrow/markets-regulatory/global
www.sumitomo-chem.co.jp/english
http://www.business-standard.com
https://en.wikipedia.org/wiki/Pesticide
http://www.agf.gov.bc.ca/pesticides/a_3.htm
https://en.wikipedia.org/wiki/Agriculture
http://www.icar.org.in/en/search/node/about+indian+agriculture
http://nrccitrus.nic.in/index.php?c=pages&m=index&id=17

Questionnaire
Name of The farmer: Village Name:
Fathers Name: Mobile No:
1. Which are the major crops are grown by farmer and its acreage?
2. What type of crops? Sweet Orange / Acid Lemon?
3. How long you are cultivating this crop?
4. What are the major pests?
5. What are the major plant protection products using?
6. Where you purchased? ( Mentioned Shop name)
7. Where you get these recommendations?
8. Which is the major company in your area?
9. Do you know about Sumitomo Chemical India Pvt.ltd?
10. Any suggestions?
Signature of farmer
Date:

A study on Identification of potential Citrus growers in Nalgonda district (Telangana)

A study on Identification of potential Citrus growers in Nalgonda district (Telangana)

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