STUDY ON MARKET POTENTIAL OF SUNFLOWER IN RAYALASEEMA REGION AND COMPETITOR’S ANALYSIS
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Date
2003
Authors
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ACHARYA N. G. RANGA AGRICULTURAL UNIVERSITY RAJENDRANAGAR, HYDERABAD
Abstract
Seeds form the fundamental and crucial input for sustained growth in farm
production, often stimulating the use of new methods, machinery and yield-enhancing
agro-inputs. The role of the seed sector is not only to ensure adequacy in seed quality but
also to ensure varietal diversity. Today, India is one of the biggest seed markets in the
world, with annual sales at around US $920 million. Of this, domestic off take accounts
for US $900 million and sales in the global market account for the remaining US $20
million.
Although private seed companies such as Poacha and Sutton have been
established since the pre-independence era, accelerated growth of the private sector began
only after the introduction of the new seed policy in 1988, which ushered a liberal
business climate. Currently there are over 200 private seed companies, together with a
few multinational companies, and they tend to focus on low volume, high value crops
with the principal effort being placed on creating hybrids for oilseeds, maize, cotton and
vegetable crops. The private sector accounts for 70% of the market in terms of market
turnover whereas the public sector has the greater share in terms of volume sales. India
today has a critical mass and level of growth that it could use not only to cater to the
growing domestic requirement but also to make a concerted effort for global trade under
provisions of GATT and WTO. Furthermore, India is endowed with second largest area
of farmland, and the largest area of irrigated land, in the world and, with its huge
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germplasm diversity, its seed industry is well placed to serve both domestic and
international markets.
The present study was aimed at sunflower growing area of Rayalseema region of
Andhra Pradesh. The study was conducted in Chittor, cuddapah, anantapur and Kurnool
in Andhra Pradesh. Apart from the primary data collected from the respondents,
secondary data collected from the Directorate’s of Agriculture has helped me to arrive at
the market size and area trends of these crops.
This present investigation into the core markets of the Sunflower in Andhra
Pradesh will shed light into the various aspects of Seed business and help Private
companies and marketing agents formulate strategies and policies for growth and
excellence.
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Keywords
STUDY, MARKET, POTENTIAL, SUNFLOWER, RAYALASEEMA, REGION, COMPETITOR’S, ANALYSIS