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A STUDY ON MARKET POTENTIAL OF SEED BUSINESS OF VEGETABLE (HYBRID TOMATO AND OKRA) IN PUNE DISTRICT OF MAHARASHTRA STATE

KrishiKosh

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Title A STUDY ON MARKET POTENTIAL OF SEED BUSINESS OF VEGETABLE (HYBRID TOMATO AND OKRA) IN PUNE DISTRICT OF MAHARASHTRA STATE
 
Creator VIJAY JADHAO, PANKAJ
 
Contributor ALDAS JANAIAH
 
Subject sowing, vegetables, hybrids, productivity, markets, area, yields, crops, diseases, biological development
 
Description Tomato and Okra are economically important vegetable crops in world
horticulture economy. In India tomato occupies second position amongst the vegetables
crops in terms of production. Area and production of tomato and okra significantly
increased during last decades. The present study entitled “A study on market potential
of seed business of vegetable (hybrid tomato and okra) in Pune district of Maharashtra
State” was studied with the following objectives:
1. To analyse the trends in cropping pattern with special reference to total area,
production and yield of major vegetables in Pune district.
2. To study the role of major players in hybrid tomato and okra seed market of
Pune district.
3. To study the farmer’s criteria for selection of hybrid tomato and okra seed and
assess the perception of farmers with regard to these criteria.
4. To estimate the potential of hybrid tomato and okra seed business of Nuziveedu
Seeds in Pune region.
This study plays an important role in assessing potential market size and
farmers’ preference and perception with regard to various companies and their products.
It helps the companies to differentiate their products from other companies and
positioning their brands through effective promotional activities in order to sustain the
existing cut-throat competition.
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Secondary data on area, production and yield of major vegetables in Pune
district was collected for a period of six years from 2005-06 to 2010-11, from which
trends in growth rates of major vegetables were analysed by using Compound Annual
Growth Rate (CAGR) function. The data revealed that tomato crop registered the
statistically significant positive and highest growth rate in area (5.14%) and production
(7.78%). However, cauliflower registered lowest growth rate in yield per ha (2.15%).
Beans crop showed the lowest growth rate in area (2.13%) and highest growth rate in
yield per ha (4.26). Primary data was collected from 150 farmers and 10 dealers to
analysed the role of major players in hybrid tomato and okra seed market as well as to
analysed the farmer’s criteria for selection of hybrid tomato and okra seed and assess
their perception by using the Garrett ranking technique. The analysis revealed that
major attributes considered by the farmers during the purchase of hybrid varieties of
vegetables are performance of variety in the previous year, superior quality of product
and high yield with pest and disease resistance traits. However farmers were not too
concerned about price if the performance of seed is good. It found that quality was the
most important attribute expected by farmers during selection of hybrid tomato and okra
seeds (100% sample farmers responded).
The analysis also revealed that the most preferred variety of tomato which
satisfies farmers in most of the attributes is NS- 2535, which is followed by Abhinav,
NS-501 and Ayushaman. Bhendi No. 64 is the most preferred hybrid of okra which
satisfies farmers in most of the attributes. In hybrid tomato seed market, Namdhari Seed
Company was identified as the market leader with holding 51% market share followed
by Syngenta, Seminis, and US Agriseeds holding 21%, 4% and 2% market share
respectively. Whereas in hybrid okra seed market, Mahyco was identified as the market
leader with holding 50% market share followed by Shriram Bioseeds, Rasi seeds and
Nunhems holding 15%, 12% and 11% market share respectively. Farmers prefer
Mahyco hybrids for suitability to the local weather conditions with other attributes like
high yield potential, good keeping quality and higher resistance to pests and diseases.
Further, farmers also prefer varieties of Nunhems, as they are highly suitable for
summer season and better yield with high resistance to yellow vein mosaic virus.
Perception of farmers regard to brand image and product performance of Namdhari and
Mahyco were very good. All major players like Syngenta, Rasi seeds, Shriram
Bioseeds, Seminis, Nunhems conduct field demonstrations, farmers meetings, providing
technical advice, creating awareness through educational programmes, arranging filed
day, exhibitions, advertising through newspaper, banners, posters, pamphlets, wall
paintings etc. in similar manner. Market potential for hybrid tomato and okra seeds in
Pune district for the year 2011-12 is projected to be 844.52 kg and 12398 kg
respectively.
Growing tomato and okra market trend suggest that it would even grow further,
hence both public and private entities gear up their activities to fulfill the growing
demand. Quality product with comparable prices at right time through proper
distribution channel should reach the farming community, for which integration of all
key stakeholders in tomato and okra seed production to distribution chain is required. It
was felt by the farmers that, role of major companies in hybrid tomato and okra seed
market could be even better than existing. Private companies may take a note of it to
accelerate their activities to improve their market share.
Keywords: Nuziveedu Seeds, Namdhari, Syngenta, Mahyco, Shriram Bioseeds,
Compound Annual Growth Rate (CAGR), Garrett Ranking technique, Market potential.
 
Date 2016-06-23T09:35:13Z
2016-06-23T09:35:13Z
2012
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/67774
 
Language en
 
Relation D9143;
 
Format application/pdf
 
Publisher ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY