Mapping and Segmentation of the Mustard Growing Areas for Introduction of Right Products
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Date
2017-06
Authors
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Journal ISSN
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Publisher
AAU, Anand
Abstract
Rapeseed-Mustard is an important group of edible oilseed in India and ranks second after soybean. India is one of the largest producer of oilseeds in the world and this sub-sector occupies an important position in the agricultural economy. Oilseeds are grown mostly under rainfed conditions and important for the livelihood of small and marginal farmers in arid and semi-arid areas of the country. The production of oilseeds was increased from 24.35 million tonnes in 2004-05 to 25.30 million tonnes in 2015-16. The yield of oilseeds, which was 885 kg per hectare in 2004-05 increased to 968 kg per hectare in 2015-16.
The objectives of the study were ; (i) To study the mustard cultivation in important states of India, crop business opportunity and agro climatic zones segmentation, (ii) To map Must have traits and Good to have traits in mustard seeds based on agro climatic zones / state wise / cluster wise, (iii) To define segment-wise opportunity and ideal product requirement for future product development, (iv) To conduct competitors analysis with respect to 4Ps, (v) To study Rasi channel preparedness for mustard business, channel gap and strength.
The primary data were collected from 250 mustard growers, 200 distributor of seeds, and 10 company personnel. The secondary data were collected from every district revenue office and agricultural office in the study area. Furthermore, some trader were also contacted for discussion regarding the auctioning of mustard oilseed. The data were recorded on pretested semi-structured schedule and questionnaire. The field observations
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of mustard crop were taken throughout the study to get more profound knowledge on biotic and abiotic stress associated with the crop.
The cultivation practices of the farmers varies from region to region as in Bihar mixed cropping, intercropping and mono-cropping were being practiced but in all other regions under study only mono-cropping was observed, also the spacing, seed rate and sowing period of the farmers were different for different region. In case of rainfed condition the seed rate was generally higher and spacing was lesser compared to irrigated areas. The method of sowing in Saran and Nalanda district of Bihar was completely broadcasting whereas in the parts of Gujarat and Aligarh district of Uttar Pradesh both broadcasting as well as seed drill sowing were observed. The organization have a big crop business opportunity in both hybrid and improved varieties segment as still there is untapped market for both the segments and also the seed replacement ratio in several parts of the country like Tonk, Sawaimadhopur, Sheopur, and parts of Gujarat was less than 50% indicating great potential for the mustard seed replacement and enhancing productivity of the farmers along with high crop business opportunity for the company.
In view of this study it is clear that, mapping of traits requirement into different location would give company a chance to introduce products customized to that particular cluster which would enhance not only the productivity also market value of mustard oilseed with the preferred grain texture into that region. The trait mapping was done for the biotic and abiotic stress prevailing into that area causing major damage to the crop, whereas agronomic and morphological traits were based upon the farmers’ likeness. The major trait which is categorized as must have trait in all the selected districts except in Gujarat is Sclerotinia stem rot resistance (biotic stress) and frost tolerance (abiotic stress) for some parts, bottom branching (agronomical trait), medium height plant (agronomical trait), and medium duration (agronomical trait), of the crop which were the most preferred traits by the farmers.
The study gave insights to the company regarding the opportunities into each segment for mustard business with respect to the current market size, seed replacement ratio and also the potential of each district. The maximum opportunity with the present market size and seed replacement ratio was in Sri Ganganagar and Hanumangarh district
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of Rajasthan where almost 100% seed replacement and largest market size (650MT and 450 MT approximately respectively) were observed.
This study also revealed that major market player in mustard seed business in hybrid segment were PHI, Bayer crop science and Advanta seeds whereas major market player in improved varieties segment were different in different region like in M.P, U.P and parts of Rajasthan, Krishna seeds had major market share, whereas in Bihar it was Nath biogene. The price of the mustard seed ranged from Rs 350 to Rs 600 per kg for hybrid seeds and PHI had premium leadership in case of market share and price. The PHI had very strong marketing channel network with more than one channel partner in every mustard market and have year round activities in the villages for the promotion. Thus it was leader in the promotional activities also followed by the Bayer crop science and Dhanya seeds. Rasi seeds had not much impact on mustard seed business due to lesser reach and network as well as very less promotional activities as compared to others a market players.
The study of Rasi channel revealed that company have a huge untouched mustard market and also the gap in existing market channel. Out of the total 25 district, the presence of channel partner was found to be only 64% and remaining markets were untapped by the company. It was also revealed that the existing channel partner were able to cover only 77% of the market of study area indicating a gap of 23% which need to be covered. Rasi Seeds had channel strength in cotton seed channel partners in different market where it had no mustard seed distributor. Cotton seed distributor in those markets can be utilized as mustard seed distributors as well. This strategy would expand market size of mustard product
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Keywords
Business management, IABM, Mapping and Segmentation