2. Overview of Single Super Phosphate in India
24%
53%
10%
13%
Geographical Share in Total SSP Sales
North West South East
Ref: FMS Database, GOI
FY2015-16 Sales Volume: 4.70 Million MT
3. Overview of Single Super Phosphate in India
48%
37%
9%
6%
State Share in Total Regional SSP Sales
MP MS CG GJ
Ref: FMS Database, GOI / FAI Database
FY2015-16 Sales Volume: 2.50 Million MT (Western Region)
4. Overview of Single Super Phosphate in India
41%
33%
16%
9% 1%
State Share in Total Regional SSP Sales
Raj UP Har Pun Others
Ref: FMS Database, GOI / FAI Database
FY2015-16 Sales Volume: 1.20 Million MT (Northern Region)
5. Major Players in SSP (FY2015-16)
Ref: FMS Database, GOI / FAI Database
All India Market Share
Company A : 14%
Company B : 13%
Company C : 10%
Company D : 9%
Company E : 5%
Western India* Market Share
Company A : 18%
Company B : 13%
Company C : 12%
Company D : 11%
Company E : 7%
* MS & MP Data only
(85% of total Western region
Northern India* Market Share
Company A : 16%
Company B : 16%
Company C : 13%
Company D : 11%
Company E : 10%
* Raj, UP & Har Data only
(90% of total Western region
Company X Share: 3% Company X Share: 0.7%
6. Strategy for Sales Growth
Product
Knowledge
Product
Visibility
On field
Activities
Communication
Today
Future
• Product Knowledge – Both to
internal team members and
Customers
• Company & Product Visibility in
the local market – through
advertisements and other campaigns
• Generate Product Pull – Through
on field activities.
7. Strategy for Sales Growth
Activities that can be undertaken for Sales Growth
• Drafting of literatures for mass distribution.
• Preparation of training module.
• Designing and printing of crop specific / region specific
posters, banners and other promotional inputs.
• Conduct Farmer Meetings/ Training Programs
• Conduct Retailer Training Programs
• Product Positioning Strategy
• Meeting Grower Associations
• Meeting Farmer Groups (Self Help Groups, Societies, etc)
8. Strategy for Sales Growth
Augmentation of Product Basket by introduction of
• NPK mixtures (15% market share of total retail sales)
• Water Soluble Fertilizers (44% of SPN segment)
• Micronutrient Formulations (44% of SPN segment)
• Secondary nutrient mixtures
- Ca:Mg:S
• Soil conditioners
• Biostimulants (12% of SPN segment)
- Sea Weed Extract based
- Humic Acid based
SPN : Specialty Plant Nutrient ( Estimated at INR15000 Cr )
9. NPK Mixtures Market (FY2015-16)
Ref: FMS Database, GOI / FAI Database
10%
30%
43%
17%
Geographical Share in Total NPK Mix Sales
North West South East
FY2015-16 Sales Volume: 9.30 Million MT
MP 11%Kar 30%
AP 30%
TL 21%
GJ 21%
MS 64%
10. Micronutrient Market (FY2015-16)
Ref: FMS Database, GOI / FAI Database
Kar 30%
AP 30%
Kar20%
Pun15%
Mah13%
UP, 12%
Har10%
WB 7%
CG 2%
M P 2% Guj
1.50%
Other states account for 18% (major is AP)
FY2015-16 Sales Volume: 2.25 Lac MT (Estimated)
11. Micronutrient Market (FY2015-16)
• Micronutrient market size (Including chelated and non-
chelated products) 2015-16 Est : 225000 MT
• Chelated micronutrient market size (Approx 13%-15% of
micronutrient market) 2015-16 Est : 33000 MT
• Usage type of entire micronutrient category of products
oMajorly used for soil application (65%-70%)
oFoliar application accounts for balance 30% - 35%
oState grades are used predominantly in most crops.
oSingle micronutrient usage is prevalent in specialized crop
segments like Grapes, Pomegranate, Paddy, Wheat,
Greenhouses and sparingly in Cotton.
12. Water Soluble Fertilizers (FY2014-15)
AP 30%
• WSF market size 2014-15 Est : 120000 MT
Sr.
No.
Technical name N-P2O5-K2O
Sr.
No
Technical name micronutrie
nt
1 Potassium Nitrate 13-0-45 1 Chelated zinc Zn -12
2 Mono potassium Phosphate 0-52-34 2 chelated Iron Fe -12
3 Mono ammonium Phosphate 12-61-0 3 Boric acid B-17
4 Potassium Sulphate 0-0-50 4 DSOB B-20
5 Calcium Nitrate 15.5-0-0 5 DSTB B-15
6 N - P2O5 - K2O 19-19-19
These are the product we can use as
specialty fertilizers
7 N - P2O5 - K2O 20-20-20
8 N - P2O5 - K2O 18-18-18
9 N - P2O5 - K2O 13-40-13
10 N - P2O5 - K2O 6-12-36
11 N - P2O5 - K2O 15-5-26
12 N - P2O5 - K2O 12-30-15
13 N - P2O5 - K2O 12-32-14
14 N - P2O5 - K2O 17-44-00
15 N - P2O5 - K2O 7.6-23.5-7.6 + 3.5
Products/Grades listed in FCO
Ref: Industry sources
