“A STUDY OF BRAND AWARENESS ABOUT DEEPAK FERTILIZERS (SELECTED PRODUCTS)” A PROJECT REPORT SUBMITTED TO SWAMI TIAMANAND TEERTH MARATHWADA UNIVERSITY, NANDED FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION UNDER THE FACULTY OF MANAGEMENT SCIENCE BY Mr. Sushant V. Madane UNDER THE GUIDENCE OF Prof.Pramod. Patil.Sir 1
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“A STUDY OF BRAND AWARENESS ABOUT DEEPAK FERTILIZERS (SELECTED PRODUCTS)”
I hereby declare that the thesis entitle “A STUDY OF BRAND AWARENESS ABOUT DEEPAK FERTILIZERS (SELECTED PRODUCTS)”
Completed written by me has not previously formed the basis for the award of any degree or diploma or other similar title of this or any other University or examining body.
Place:
Date: Sushant V.Madane
(Research Student)
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CERTIF ICATE
This is to certify that the thesis entitled “A STUDY OF BRAND AWARENESS ABOUT DEEPAK
FERTILIZERS (SELECTED PRODUCTS)”
Which is being submitted here with for the award of the degree of Master of Business Administration of Swami Ramanand Teerth Marathwada University, Nanded.
The result of original research work completed by Mr. Sushant V.Madane under my supervision and guidance and to the best of my knowledge and belief, the work embodied in this report has not formed earlier on the basis for the award of any degree or similar title of this or any other University or examining body.
Place:
Date: Prof.. P.H.Patil
(Research Guide)
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GRATITUDE
Several persons have contributed to make this research work an accomplished fact to which I remain indebted I wish to record my sincere thanks to all of them, who has given me constant strength by their heavenly blessings throughout my life.
Sushant V.Madane
(Research Student)
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Sr. No CONTENTS Page No.
1 CHAPTER: I Research Methodology1.1Introduction to study
Presently agriculture land is getting spoiled with the excess use of chemical fertilizers. The
chemical fertilizers give quick result and increase the yield. That’s why the farmer are using
chemical fertilizer as more quantity as compared to organic fertilizer. hence reducing the excess
use of chemical fertilizer, the govt. taking measures for reducing production of chemical
fertilizers. The solution for this was that the government has ordered these companies to produce
at least 5% of organic fertilizers and thus increase this rate by 5% every year. considering this
solution the use of chemical fertilizers will get totally reduced and hence the organic fertilizer
market shall be captured.
Fertilizer can be described as any substance, organic or inorganic, natural or artificial, which supplies one or more of the chemical elements required for plant growth. According to experts sixteen elements are identified as essential elements for plant growth, of which nine are needed in larger quantities and seven elements are required in smaller quantities.
Carbon, oxygen and hydrogen are directly supplied by air and water and therefore not treated as nutrients by the fertilizer industry.
Indian Fertilizer IndustryIndian Fertilizer industry is one of the vital industries for the Indian economy, since it manufacturers a very critical raw material for agriculture. The fertilizer industry especially the ammonia urea plants are energy demanding in their operation.
The main objective of the fertilizer industry is to ensure the supply of primary and secondary nutrients in the required quantities.
The fertilizer industry in India has performed a vital role in enabling the necessary increase in the use of plant nutrients for achieving the objectives of self sufficiency in food grains production and accelerated and continuous agricultural growth.
The fertilizer industry which is one of the most energy intensive sectors is very important from the context of environmental discussions. Due importance to increasing productivity through the implementation of competent and pollution free technologies in the manufacturing sector would be most desirable in combining economic, environmental and social development objectives.
Pre LiberalizationIn India the per hectare consumption of fertilizer in 1950-51 was less than 1/4th of the global average. Production was by and large in the purview of public sector and co operative sector.
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In 1977 the government introduced the Retention Price Scheme (RPS) with the goals of providing fertilizers to farmers at reasonable rates without affecting the profitability of the manufacturers. Under this policy the government would pay the manufacturers, the difference between the administered price (sale price) and the retention price (cost of production).
Over and above the retention price subsidy, the equated freight subsidy was introduced to enable the manufacturers to cover the cost of transportation.
Post LiberalizationThe policy of economic liberalization has its effect on the fertilizer industry too. The government in a move aimed at reducing subsidy, decontrolled all the phosphatic and potassic fertilizers in 1992.This strained the ratio of fertilizer utilization. With this policy of liberalization, the retention pricing scheme (RPS) which had been introduced in 1977, got confined only to urea.
Post liberalization, the government strategized a long term fertilizer policy to be completed in three different phase, beginning in 2000-01 and ending in 2006-2007.
Phase 1: 2000-01 and 2001-02
Evaluate existing capacity. Increase in urea prices from time to time. Evaluate the possibility of a coal based expertise. Promote joint ventures. Finalize policy on fertilizer pricing and capacity enhancement. Eliminate distribution controls on urea and augment concession scheme to bio fertilizers.
Phase II (2002-03-2003-04)
Finalize decision on feedback. Long term strategy of increased capacity. Decide on extent of protection to local industry. Eliminate MRP and encourage productive investment. Reorganize the association between the industry and farmers. Judicious utilization of fertilizer and greater emphasis on eco friendly fertilizer. Establish Fertilizer Policy Planning Board.
Phase III (2004-05-2006-07)
Removal of MRP Define government's role in decontrol setup and with respect to policy relating to LNG.
W T O Implications
The restriction on quantity of fertilizers to be imported has been eliminated from April 1, 2001.The proposed plan to establish a tariff rate quota (TRQ) for the import of urea has been deferred.
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The Government has planned to impose a higher tariff of 150-200 per cent on imported urea in future. This would lead to increase in prices of imported urea and be detrimental to the demand supply gap which is likely augment in future.
Future Trends
India's demand for fertilizers in 2007-08 was 26 MM tons, which went up to 29 MM tons in 2008-09 against a supply of 20 MM tons in 2008-2009.
The demand for fertilizers in 2011-12 is forecasted to be around 35.5 MM tons. More fertilizer projects are in the pipeline. Gujarat is expected to play a leading role in fertilizer production. Indian companies have penetrated the overseas market, signaling a new phase for the
industry.
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1.2 IMPORTANCE OF THE STUDY:
The company always suggest to farmer to using organic fertilizers, pesticides, growth
regulator for various plants. It is very important because without using organic plant
product we are not achieve “Green Earth” means our traditional bio-diversity. If we want
to keep balance in environment then we force on using organic plant growth product.
Some are reason why company need to study. Now company want to launch new product
which cure 90% soil problems generally known as Magsulf.
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1.3SATEMENT OF THE PROBLEM:
The DEEPAK Fertiliser Company want the launch new product in market. product of this
company is organic, which is the non poisonous in nature. This product is All in one
Magsulf (Magsulf) which is want company launch newley thats why company did this
Consumer awareness to know the feedback of the farmers.
1.4 Research objectives
1). To make awareness amongst the farmers about new Magsulf (Magnesium)
2) To find out interest of farmer in compost manure and make them aware.
3) To find out use of organic manure in farm and make aware to farmers about that..
4) To understand various problem in soil which presently use for growing plant and which
solution use by farmer to overcome that problem.
5)To find out the interest level of farmer in non poisonous material and make them aware.
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1.5 METHODOLOGY ADOPTED:
Research is a scientific and systematic search for pertinent information on a specific topic and
Research methodology is to systematically solve the research problem. It may be understood as
science of studying how research is done. In it one studies the various steps that are generally
adopted by a researcher in studying his research problem along with the logic behind it. It shows
the type of sample design used and the size of the producer has used to draw the sample.
Research Process:-
Chart No. 2
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PROBLEM IDENTIFICATION
RESEARCH DESIGN
DEFINE RESEARCH OBJECTIVES
SOURCES OF DATA
DATA COLLECTION
DATA ANALYSIS AND INTERPRETATION
PRIMARY DATA SECONDARY DATA
Research Design
Types of Research Designs used for the study:-
Research design for survey of Magsulf
Descriptive Research : - Descriptive study could be taken up are when researcher is interested
in knowing the proportion of people in a given population who have behaved in a particular
manner, making projections of a certain thing; or determining the relationship between two or
more variables. The objective of such a study is to answer the “who, what, when, where and
how” of the subject under investigation. For instance, in rural region, people given answer on
basis of how much they would like to buy “All In One ’’ Magsulf.
Sample design
Research plan in Band Distribution :-
Step – I Defining the problem & Research objectives:-
Market research for Magsulf was done for find out market potential to new launching product as
well as farmer expectation about company new product. Main objective was carried out to study
the how people response in future when company launch newly innovative Magsulf in market.
Many farmer use chemical plant products which never result oriented while company’s product
show good result on same field.
Step – II – Developing Research Plan:-
In order to find out solution on that objective as questionnaire format made by company and
given to me. That questionnaire format
Mainly concentrated on general prediction about new launching product.
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FINDINGS
SUGGESTIONS AND RECOMENDATIONS
With future aspect about new product, company also want to know a current expectation of
customer about exiting company’s various products.
Step- III – Collecting the Information:-
The market survey was conducted by dividing LATUR into 10 different areas. Researchers were
assigned routes in their respective by pomogranate and grape production area.
Step IV – Analyzing the information –Information gathered from asking question to farmer
according to questionnaire format. On that format we can analysis actually what are expectation
of people has about our product.
Step V. Presentation of information:-
From the above study a brief report was prepared consisting of the analysis of the gathered data,
data interpretation along with suggestions and recommendation for solving the above stated
problem
Sample size – 100
Sample Frame – Farmer from LATUR TAL. IN LATUR DISTRICT mainly producing
POMENGRANATE AND GRAPE
Sampling method
Systematic Sampling method: - The entire LATUR TAL was divided into a cluster of
geographical regions which produce POMENGRANATE AND GRAPE. From the Sysematic
was further interview was taken randomly from that village .
Method of Data Collection –
Data collected from the farmer by personal contact by using the structured and questionary data
Instrument for data collection:-
A structured questionnaire was prepared with both closed ended multiple choice questions and
open ended questions for suggestions.
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1.6 TOOLS OF DATA COLLECTION:
Primary Data
The data is original in nature and it is collected at first time for a specific purpose is called as
‘Primary Data’.
Primary Data for Market Survey is as follows:-
TABLE NO.2.1
Total No. of farmer visited 100
villages Covered 09
Routes covered are as follows: -
TABLE NO.2.2
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Sr no
Village
No of
sample
1Bablgaon
10
2Khadgaon
16
3Pakarsangvi
08
4Peth
07
5Chandeswaar
18
6Wasangaon
14
7Gangakhed
10
8Fultapur
11
9Bhatkheda
06
TOTAL100
Secondary Data
Secondary Data was collected form books and the internet website mentioned below in
bibliography. I will also take the help of senior manager to get some technical information.
Actual Field work to be done
The actual field Work was divided into two major parts:-.
60 Days survey was carried out in LATUR TAL. IN LATUR DISTRICT. The farmer of
POMENGRANATE AND GRAPE.
The farmers in that particular village is visited personally and giving them information
about the product .
And also try to helps to solve the other problems of the fermer also.
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1.7 SCOPE OF THE STUDY:
The scope of study is very restricted. Company new in area that’s why company have need to
knowing about various factors which directly affect to company’s product sales. Some are
factors described as following –
Consumer Satisfaction: - By studying Latur area Market Company can know consumer
expectation towards the company products and can make a product which is alternative to
chemical pesticide and fertilizer.
Promotion: - by the Consumr awareness company can know where is the need of promotion
activity and can increase their sale.
Distribution Network and Supply: - Consumer awareness gives brief idea about the demand in
market of the particular product and accordingly company can make stronger distribution
network. Because there is more potential for company to grow their business in Latur area.
Market Share: - company can know there product position in the market.
Major Competitors: - by the Consumer awareness company can know the major competitor in
the market for their products.
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1.8 Limitations of study :-
1) The time constraint was a major limitation to the study.
2)The information collected solely depends upon the respondents answers and accuracy of
information could vary.
3)Getting actual information from the respondents was difficult.
4)According to the sample size, the findings might only be suggestive and not conclusive.
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CHAPTER 2 THEROTICAL FRAMEWOK:
Introduction To Consumer awareness
THE PROCESS of development along with the expanding globalisation and liberalisation
process has increased the number of consumer related issues. Consumer protection has earned an
important place in the political, economic and social agendas of many nations. In India, the
Government has taken many steps including legislative, to protect consumers.
Education is a life long process of constantly acquiring relevant information, knowledge and
skills. Consumer education is an important part of this process and is a basic consumer right that
must be introduced at the school level. Consumers by definition include all citizens who are, by
and large the biggest group, who are affected by almost all government, public or private
decisions. The most important step in consumer education is awareness of consumer rights.
However, consumer education is incomplete without the responsibilities and duties of
consumers, and this influences individual behaviour to a great extent.
Definition
Consumer awareness is making the consumer aware of His/Her rights.
Consumer awareness it a marketing term. It means that consumers note or are aware of products
Need Of Consumer awareness
we need it so we will not be misled by producers,it explains if what we buy is worth to our
money..and not harmful to us and to environment .
Many people are ignorant of their rights to get protected against the exploitation by so many
others. So when there is a forum for such redress of grievances there seems to be no such
exploitation by many; and becomes a rare one. So in order to get a clear picture of the level of
exploitation of consumers, the awareness is required.
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Awareness means having knowledge or perception of a situation or fact (Oxford Dictionary of English). Hence awareness is a relative concept and comprises perception and cognitive reactions to a condition or event. The level of awareness can be categorized in; (1) partially aware, (2) subconsciously aware, and (3) acutely aware. Consequently, awareness does not equal understanding, it is the state of being
Awareness within brand management refers to the perception of a brand in the mind of the stakeholders. Awareness reflects earlier experiences and affects future perceptions, attitude and behaviour. Accordingly awareness fulfils an important role within brand equity as demonstrated in brand models of Kapferer (figure 20), Aaker (figure 21), and Keller (figure 23). Aaker argues that brand awareness reflects the knowledge and salience of a brand - the capacity to recognize - in the mind of customers. The level of brand awareness is heavily affected by the synergy of the brand name itself and the attached symbols, imagery and a brand slogan within the given condition (Aaker, 1996:330-331).
Aaker defines three levels of brand awareness (Aaker, 1996:10-13):
1. Brand recognition.
Recognition reflects familiarity and linking acquired from past exposure. Remembering as such, one brand among others is a manner of aided recall.
2. Brand recall.
Recall reflects awareness of a brand when it comes in mind as soon as its product class is mentioned. A manner of unaided recall.
3. Top of mind.
The highest awareness level, the brand dominates the mind and pops up as first when ever applicable.
Kapferer distinguishes the same order of brand awareness. On top of that Kapferer argues that each level of awareness has its own purpose and implications (Kapferer, 2007:159-160):
1. Aided awareness.
The purpose of aided awareness is to reassure the brand. Aided awareness helps the brand to get out of the anonymity. In B2B, salespeople can benefit by advert to it. The importance of aided awareness is at the point of purchase.
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2. Unaided awareness.
The purpose of unaided awareness is to position the brand on the immediate memory shortlist of brands. This is important in the decision process where the first shortlist is based on immediate memory before the brands are examined in dept.
3. Top of mind.
The purpose of top of mind is to position the brand as the preferred brand in the mind of consumers. This is crucial under the circumstances where buyers have to make a decision without having a selection process and/or have a low involvement.
The specific activities to increase or to transit of each level of awareness, depends on; the purchase cycle, on the decision making process, and on the level of involvement. Awareness comes from customers who feel them self attracted and interested to the brand, is not just a matter of high pressure advertising. It's all about managing selective perceptions, exposure, attention and memory (Kapferer, 2007:159-160). Brand recognition (aided awareness) and brand recall (unaided awareness) are both very important and need to be in balance to take full advantage of brand awareness. The relative power of recall against recognition is shown in the Graveyard model as developed by Young and Rubicam Europe as quoted in Aaker (Aaker, 1996:11-15). See figure 19.
F igure 19 . The Graveyard model , as quoted in Aaker (Aaker , 1996:15) .
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Brands in a product class tend to follow the curved line as plotted - recognition (aided) versus recall (unaided). There are two exceptions of the rule; both exceptions will demonstrate the importance of recall. The first exception is related to healthy niche brands which are positioned below the curved line. Although the brand is not widely known (low overall recognition) it has a high recall among their loyal customer group. Low recognition under these circumstances is not related to poor performance. The second exception is situated in the left top corner, the graveyard area where brands have a high mass recognition against a low recall. Brands in this position are in deep trouble, the reason behind this has to do with the mindset. As described mind are limited, new additional information will not come through if it doesn't match the current mindset. In the graveyard zone, minds are set. It is not necessarily the result of a strong brand and/or marketing campaign. The most challenging is to create willingness among customers and prospects in listening to new brand story due to the brand familiarity (Aaker, 1996:11-15).
Keller also distinguishes brand recognition and brand recall performance within brand awareness. Keller argues that most information in memory is substantially more adapt at recognizing a brand then at recalling it. This is also shown by the curved line in figure 19. The benefits of having a high level of brand awareness is three folded, brand awareness delivers:
1. The learning advantage: the higher the level of awareness the easier people learn about the brand and the better the brand is registered in the mind.
2. The brand as part of the consideration set. 3. The choice advantage within low-involvement purchase decisions in case of
a lack of purchase motivation and/or ability.
Actual theory about the product used for consumer awareness
1.Product:
B)Magsulf (Magnesium)
This is the one of the mixed fertilizer used as a Magsulf and named as a Magsulf. Magnesium
Vital for good crop establishment
Deficiency symptoms...
1. Alternate green and pale yellow bands along leaves2. Older leaves affected first
3. Leaves dieback prematurely
Ca in Magsulf:multiply cell division in the crops.role as a catalyst in crops for maximum
uptakeof NPK
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Mg in Magsulf: Plays important role in photosynthesis & chlorophylln pigment.
S in Magsulf: Maintain respiration activity in the crops. Increases the diseases resistance power
in the crops. 20-30% growth in the crop yield, oil content
B) Speed
Wonder SPEEDis an innovation in Bio-fertilizer techniques. A unique Bio-fertilizer produced by
mixing vegetative origin products in a scientifically controlled environment to give the optimum
output. Wonder SPEEDis a vegetable origin seaweed based product intended for direct seed
application and for root dipping in transplanted crops / cutting.
c) Splender
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Splendor is a blend of high potent oils of proven medicinal herbs and has strong larvicidal
properties. Splender has Stomach. Contact and systemic kind of mode of actions and hence it is
considered to very powerful larvicide. Splender acts as Antifeedant, Growth inhibitor,
Oviposition deterrent, and Repellent.
2. The pest
. There generally exists an uneasy truce between the insects pests and man , and this is termed
as 'balance in nature'. This balance is the result of two opposing phenomena, the 'biotic
potential',i.e.,the tremendous capacity of insects to reproduce and multiply and the environment
resistance which keeps their numbers under check. The environment resistance results in the
death of adults before oviposition, in the mortality of eggs, larvae or pupae of the insects because
of desiccation, starvation, parasites, predators, diseases and other adverse environmental
conditions. Even any slight slakening of any of the processes of 'environment resistance' results
in a population explosion of an insect species and the consequent epidemic.
The change in 'environment resistance' may take place owing to a number of causes, either
natural of operated by different agencies. Man is perhaps the single most important agent, who
has, from time to time, disturbed the 'balance of nature' and this has caused numerous pest
White Widow: This is also a very popular choice and is an indica strain said to possess a
very 'skunky' taste. Many believe that this is the strongest form of weed in the world. The
high is said to be extreme, and the taste is believed to be divine.
Shiva: The name for this plant is derived from the Hindu God of Transformation. Like
other indica strains, this plant remains small in height and does not get very bushy.
Haze: Haze is the original sativa plant from Jamaica, and as is common with all sativa
plants, it grows very tall and gets very bushy. The seeds of this plant are very small, but
very potent at the same time.
9. PLANT PATHOGENS.
Disease Agents
Bacteria: These single cell organisms absorb the nutrition from their host plant and thrive
by killing the plant and living off of their decomposing organic matter. This is often
described as a saprophytic relationship. Bacterial pathogens cause blights, rots, and wilts.
Fungi: Fungal pathogens are spread by many different environmental conditions such as
wind water, seeds, human and other non-human vectors. (A vector is a host capable of
transferring a particular pathogen.) Fungi that are capable of regenerating spores during
the growing season and re-infecting plants are known as polycyclic. Fungi that must wait
for next season are monocyclic.
Viruses: Viruses are pieces of genetic material (RNA/DNA) and disturb the plants by
mimicking naturally occurring genetic abnormalities. There are more than 700 plant
viruses known. Viruses can be spread by tractors or equipment, tainted seed, or by a
traveling vector.
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Nematodes: Nematodes are both a pathogen and a vector. Nematodes are microscopic
worms and are one of the most abundant phyla with over 20,000 different species. A
nematode either infects a plant by injecting a needle like mouth into the plant or it
actually enters the plant with its entire body. The nematode's saliva is the infecting agent
and disturbs the metabolic process of the plant and causes disease and death.
CHAPTER :3 ORGNISARIONAL PROFILE:
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Introduction to the organization
OVERVIEW
The genesis of Deepak FERTILIZERS And Petrochemicals Corporation could be said to be in the year 1970 when Mr. C. K. Mehta set up Deepak Nitrite Ltd, combining his skills in trading and manufacturing. DNL grew by leaps and bounds, surpassing expectations of all investors and also won many prestigious awards like the Sir P.C.Ray award, for being the best Chemical Industrial unit in India. In 1983, Deepak FERTILIZERS and Petrochemicals Corporation Limited (DFPCL) started commercial production of ammonia (in technical collaboration with Fish International Engineers (USA) using natural gas as feedstock. This marked the fulfillment of a need for lateral integration into the world of basic building block chemicals, premium FERTILIZERS and petrochemicals. At the time, this was India's only merchant ammonia manufacturer. The International Finance Corporation initially supported this venture of Deepak group in the form of equity participation in DFPCL.
The company undertook major expansion and diversification in 1989 to achieve forward integration of ammonia and diversification in Methanol.
In July 1992, DFPCL commenced commercial production of Low Density Ammonium Nitrate (LDAN), Nitro Phosphate (NP), Dilute Nitric Acid (DNA), and Concentrated Nitric Acid (CNA).
This has resulted in a multi-product portfolio for DFPCL consisting of chemicals, petrochemicals, FERTILIZERS and other agri-inputs. To ensure an uninterrupted supply of natural gas to its plant, DFPCL laid its own 43 km gas pipeline from the coastal fall point of Bombay High to its plants in Tajola, thus becoming one of the first companies in India to have its own gas pipeline.
The Company has now diversified into specialty retailing with Ishanya, India’s largest Design Centre and Specialty Mall for interiors and exteriors. This 5,50,000 sq.ft. project is located near the hear of Pune and is home to 52 product and service categories in interiors and exteriors.
DFPCL has a chemical storage terminal at Jawarharlal Nehru Port Trust (JNPT) to provide support to its logistics management system and ensure a window to the world trade in chemicals. It is in the process of adding new storage facilities for Ammonia, Methanol and other products. The company also leases port storage capacities at Bombay Port Trust and Vishakhapatnam.
DFPCL's business can be broadly categorised into : -
Chemicals: This division of DFPCL manufactures Methanol, various grades of Nitric Acid and Ammonia. DFPCL is one of the largest producers of Methanol in India, which in turn is used to manufacture drugs, pharmaceuticals, DMT, pesticides, methylamines, formaldehyde, etc. DFPCL is also one of the largest manufactures various concentrations of Nitric Acid (60%, 68%, 72% and 98%). Ammonium Nitrate: The explosives division manufactures Low Density Ammonium Nitrate, which is used for making Ammonium Nitrate-fuel oil (ANFO), blasting agents and also emulsified ANFO (HANFO). DFPCL is the largest manufacturer of ammonium nitrate in India (capacity expanded to 100.000 tpa in September 2002), and the only one making prilled Ammonium Nitrate (AN). Their products are used for open cast mining, underground metalliferrous mining and construction Industry...
(See presentation on Chemicals related products of DFPCL)
Agribusiness: This division of DFPCL manufactures 23:23:0 prilled Nitrophosphate fertiliser under the brand name Mahadhan. DFPCL markets
Mahadhan through a network of over 1000 dealers. Thanks to the company's rigorous adherence to quality, Mahadhan is one of most widely accepted fertilizer brands in India...
(See presentation on Agriculture related products of DFPCL)
Specialty Retailing:
Ishanya: Ishanya is India's first International Design Centre and Specialty Mall - a centre for excellence in space design and the one-stop shop for interior and exterior products.
For architects and interior designers, Ishanya is a platform to showcase their art, craft and vision to a targeted and discerning audience.
For manufacturers and retailers of interior and exterior products, it's the perfect marketplace to make the most of India's real estate and construction boom. For homeowners, corporate shoppers and visitors, Ishanya will provide the ultimate experience in shopping for the home.
Social Responsibilities: The Company has been contributing towards social causes for nearly two decades. The Deepak Charitable Trust (DCT) and the Deepak Medical Foundation (DMF) with the support of DFPCL and Deepak Nitrite Limited are carrying on development activities for society. DCT has been actively working in the area of mother and childcare. Through an integrated network of women health workers the foundation has been imparting training and communication on health care. Extending the activities on both sides, the Foundation has
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catalyzed and supported the creation of Aanganwadis, and taken education to youth on family planning. The Foundation is now working to curtail the spread of HIV / AIDS.
DFPCL takes an active interest in environmental protection. In addition to regulatory requirements of the State Pollution Boards and Federation of Indian Industries, care is taken to reduce pollution by incorporation of appropriate effluent handling disposal systems.Ishanya Foundation
The Ishanya Foundation is focused on ‘Women Empowerment’, ‘Education’ and ‘Health’. As its maiden project, the foundation started a Diabetic Centre at the Jehangir hospital, Pune. The Ishanya Foundation Diabetic Centre is equipped with advanced machines like Biothesiometer, Hand Doppler, and the RS Scan (foot mapping machine). The centre offers a preventive, curative and research effort on diabetes. In its outreach programmed, a number of diabetic camps and cataract operations were conducted free of cost for the needy.
The Ishanya Foundation serves 27 villages around Taloja by offering free OPD check-up by a team of doctors, trained medical and paramedical staff. It has started self help groups to enable women save money and put it to right use, thereby gaining recognition and respect in the society. Mobile libraries have been started in three schools in Taloja and joyful activities are carried out for these children.
In our plants we continuously monitor solid, semisolid and gaseous affluent discharges to ensure that they are within allowable limits. We also help other small industries as well as customers in solving their environment- related problems.
Future Prospects: DFPCL will continue to make deeper inroads into value-added chemicals, agro inputs and related services and specialty retailing.
DFPCL plans to leverage its well-knit marketing and distribution network in chemicals and fertilizer industry to provide value-added services to their customers for sourcing raw materials and assisting them in exporting their products. The chemical storage and drumming facilities at Jawaharlal Nehru Port (JNPT) near Bombay will provide further value-added services.
We are now executing two projects—an Ammonia storage facility at JNPT and a 300 MTPA AN manufacturing facility at Paradip in Orissa on the East Coast of India
Deeper in-roads into agro-inputs and services markets are on the drawing board, including the MAHADHAN Agriculture Research Centre (MARC), which will serve to partner with farmers, providing education, training and ensuring that they achieve the best performance. The Mahadhan Saarrthie initiative is being quickly expanded across Maharashtra.
Dreams of visionary minds and planned strategy by professional managers will give shape to an exciting future at DFPCL
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VISION & VALUES
Vision
To develop a fast growing DFPCL with sustained returns to stakeholders
Values
We Care: Caring for the company, colleagues, customers, family, society, environment, health and above all spirituality
Respect for individuals: Listening to others views and respecting cultural diversity, understanding the need for growth and appreciation
Team Work: Working together, being accessible, collaborating and sharing our views and in the process moving forward and achieving togethe
Philosophy
C. K. MehtaChairman
A few thoughts...
Openness...
Perseverance...
Belief in the ultimate goodness...
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Caring...
As I look back and reflect over the four decades of my association with the enterprising world of chemicals, these have been the words, which represent the underlying currents of thoughts that have shaped our words, our actions and ultimately our destiny. Beginning with trading in chemicals in the late 50's, today the DFPCL Group has a manufacturing base with investments of about Rs.800 crores (approx. US$ 200 million) in dyes, intermediates, aromatic chemicals, petrochemicals and FERTILIZERS.
And as we look ahead, with India awakening to its true potential as an integral part of the world enterprise, at DFPCL we see the future unfolding into many exciting facets, emanating from a fabric, woven with self reliance, collaborative associations and strategic alliances with the world beyond the Indian shores. It is in this spirit of openness that I invite you to have a glimpse of DFPCL's past, and present and share our vision of the future.
Warm Regards, C. K. MehtaChairman
STRENGTHS
Over the years, DFPCL has built up some unique strengths that have allowed it to grow, through good and bad times.
Operational flexibilityDFPCL has a broad product range and the operational flexibility to optimise its product mix (by switching between products) depending on market conditions and supply constraints. This is further enhanced by their port storage infrastructure, pipelines and manufacturing facilities, which allow them to switch between imports and manufacturing, again to maximise variations in domestic and international prices. These capabilities have provided the company with significant resilience and stability, despite operating in markets that tend to be cyclical.
Assimilation of the best technologyDFPCL has always sought the best technology and boasts several strong international technology partners. Equally important, we have been able to absorb the technology for optimal utilisation and today have some of the best capabilities in the quality production of bulk hydrocarbons and heavy chemicals.
Our products meet international quality standards and have been well received both in domestic and global markets. All our plants have been tested for 100% capacity run.
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In recognition of our efforts, DFPCL has received several awards, including three awards in different categories at the 2000 Annual FERTILIZERS Association (FAI) seminar held in New Delhi (India).
Strong marketing and distribution networkDFPCL has a strong marketing and distribution network for bulk fertilizers and chemicals. We have a widespread and loyal dealer network, and our presence is very significant in the agri-input market, especially in some specific areas like Maharashtra, Gujarat, Karnataka and Andhra Pradesh.
BrandingA multiple set of agricultural products and services (seeds, FERTILIZERS, micronutrients, testing, advice and education for farmers) are marketed under the umbrella brand "MAHADHAN". This has enabled strong brand recognition and loyalty, even for the commodity itesm in the portfolio of products/services. DPCL has strong brands in Ammonium Nitrate viz. Optimex, Optispan and Optiform.
Import logisticsDFPCL has invested resources in building capabilities for trading and handling bulk imports and exports of hazardous items. We have been able to develop import sources and develop a robust logistic management system by leasing the necessary infrastructure - Port storage capacities at Bombay Port Trust and Vishakhapatnam.
Capability in handling hazardous chemicalsDFPCL has capabilities for handling and movement of hazardous, toxic and inflammable chemicals. A measure of its skill and efforts in maintaining a good record on health and safety, is the fact that in 2000-2001, the company received the British Safety Council Award for the third year in a row.
Ability to raise resources DFPCL has the ability to raise resources from the financial institutions as well as from the markets, thanks to a relatively strong Balance Sheet and a good track record.
Management resilience The management of DFPCL has tremendous resilience in adverse external conditions, a trait no doubt, gained from the chairman of the company. Its mettle was put to the test in 1993, when a series of disasters (government decontrol of FERTILIZERS, an explosion at the methanol plant) struck the company, which pushed it into the red zone. However, by 1995, through sheer grit and determination, the company was back in the black! And has never looked back!
Real estate infrastructure to grow capacity There is real estate infrastructure availability at Taloja as well as at Pune, wherein the company can add to the business portfolio with lower investment as compared to green field projects.
Locational advantageDFPCL is in the heart of the chemicals market, Western India. And close to another major
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market, South India. Our port facilities at Vishakapatnam also give us further access to markets in the East and South.
Dun and Bradstreet Award
Dun and Bradstreet Award - DFPCL has been ranked 3rd as per 'Total Income' in the Chemicals sector in Dun & Bradstreet's India's Top 500 Companies 2009.
Forbes Asia's Best Under a Billion
DFPCL in the prestigous Forbes Asia's Best Under a Billion - It is the only company in the agricultural and chemical sector from India to have made it to the Forbes magazine's Asia's Best under a billion list.
US Pharmacopoeia Certification
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Our Company has received the US Pharmacopoeia certification under the excipient verification program for its IPA product and enjoys the distinction of being the first company in the world to have received this certification.
Excellence in Fertiliser Extension Services award
DFPCL selected as a winner for - Excellence in Fertiliser Extension Services award
Environment, Agriculture and Rural Development Award
This award is for outstanding contribution in the field of:
Control of air and water pollution in industry
Rural development for the benefit of the poorer sections of the people
Agriculture for highest productivity of a crop
The Indian Merchants' Chamber has conferred its 'environment, agriculture and rural development' award for 2001 to Deepak FERTILIZERS.
The award decided by the trustees of the Chamber's 'diamond jubilee endowment trust', was given to DFPCL for "its outstanding contribution to promoting the growth of India's rural economy".
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The area of study was - Women's Dairy Co-operative and Self Help Groups (Savings and Credit Society). Both these rural development programs were recognised. The award ceremony was organised in Mumbai on 02 May, 2002.
Annual FERTILIZERS Association of India (FAI) Honour
The Fertiliser Association of India awards are given to provide incentives for high quality fundamental or applied research amongst the Indian scientists in the field of Fertiliser Use Research.
DFPCL was honoured with three awards, in various categories at the 2000-2001 Annual Seminar of Fertiliser Association of India, held at Delhi. Shri.S.S.Dhindsa, Union Minister of Chemicals and FERTILIZERS presented the awards.
1. Shri. T. D. Mathwani, Sr. Vice President received the FAI Award for Improvement in Overall Performance of the Taloja Plant.
2. Shri V. M Deshpande, Vice President, Marketing - Agri Inputs received the FAI runner up Award for the paper "IT Applications in Fertiliser Marketing".
3. Shri Tushar Mehta, Communication and Publicity Department, won the FAI runner up award for the video film "Sulphur - the Fourth Nutrient" for its outstanding research work done on Sulphur as a plant nutrient.
National Safety Council of India Safety Awards - 2000
National Safety Council of India declared DFPCL the winner of the Prashansa Puraskar for developing and implementing very effective Occupational Safety and Health Management Systems and Procedures and achieving very good performance. National Safety Council of India is a member of the Asia-Pacific Occupational Safety and Health Organization (APOSHO) is an international body composed of non-profit professional organizations devoted to the prevention of occupational accidents and diseases.
ENVIRONMENT
As part of our commitment to managing a successful chemical business, DFPCL’s philosophy takes environment conservation and protection seriously. We believe in curtailing the generation of pollutants to eliminate and minimise end treatments.
DFPCL adheres to the regulatory requirements and standards of the State Pollution Boards and Federation of Indian Industries.
We have incorporated appropriate effluent handling and disposal systems. This helps in the continuous and daily monitoring of solid, semi-solid and gaseous affluent discharges, to keep the allowable limits in check. In the Fertiliser Plant, emissions are duly controlled by scrubbers and
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bag filters. Three ambient air-monitoring stations are installed in the factory premises to monitor air quality continuously.
o The Concentrated Nitric Acid Plant of the Company is the first and only plant in India to be based on the magnesium nitrate route rather than the conventional sulphuric acid route. This eliminates the generation of pollutants and facilitates the use of effluent condensate containing Nitric Acid as absorbant for Dilute Nitric Acid Plants. In the relocated Nitric Acid plant the deNOx unit has been successfully commissioned, thereby reducing NOx emission to levels lower than permitted under statutory regulations.
o In the Ammonia and Methanol Plants, waste gases containing Hydrogen and Carbon Monoxide are burnt in a flare. A separate flare to burn off Ammonia is provided for in Ammonia storage section in case of emergency.
o In order to eliminate chromate effluent, the company has recently changed over to non-chromate treatment of cooling water in the Methanol Plant. Recognising the effect of Ozone depletion due to Freon, refrigeration systems have been changed over from Freon to Ammonia as refrigerant. The Carbon Dioxide recovery solvent has been changed from Amine Guard to aMDEA, which is more environment-friendly.
o The project to convert waste gaseous Carbon-dioxide from the stack in Ammonia plant into Food Grade Liquid Carbon-dioxide and Dry Ice has been executed, thus contributing to environmental protection as well as converting the waste into a useful product.
o DFPCL believes that preservation of fossil fuels is a social responsibility. To reduce the consumption of hydrocarbons, a waste heat recovery project has been successfully commissioned in which steam is generated from the off gases of CES engines, thereby reducing the consumption of Naphtha in service boilers. The lower temperature of the final exit gases is also more conducive to the atmosphere.
In addition to these efforts, an appreciable part of Research & Development is directed towards developing environment control measures. Employees are provided training and education to create awareness and commitment towards maintaining the required standards in the company. DFPCL is also working at spreading awareness and helping small industries and customers in solving any environment-related problems.
Effluent Treatment Facilities
Effluent Treatment Facilities and waste management, generally the neglected area in any chemical company is given a lot of importance in DFCPL.
An Effluent Treatment Plant (ETP) at our factory is in operation, which comprises physiochemical and biological treatment. A Sewage Treatment Plant has been provided to treat all sanitary waste generated in the factory complex. A new scheme for using treated water for gardening and sanitary purposes is under implementation.
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The environment cell of the Company, which works under Technical Services, continuously monitors pollution control equipment. A third party environment statement report is commissioned annually, so that we benchmark with the best global practices.
Various safety systems, such as carrying out HAZOPS, Risk Assessments, On Site Emergency Plans, Safety Audits and Formulation of Safety Operating Procedures etc, are part of our regular practices.
Consecutively for the last three years, the British Safety Council, in recognition of its safety procedures and low rate of accidents, has presented a Safety Award to DFPCL.
India is one of the important countries in biofertilizer production and consumption in the world. The present production capacity of different biofertilizer production units in the country is about 4500 tonnes per annum. The maximum production capacity is in Agro Industries Corporation followed by State Agriculture Departments, National Biofertilizer Development Centre, State Agriculture Universities and private sector. Among the different states, the maximum production capacity is in Tamil Nadu followed by M.P., U.P., Gujarat, and Maharashtra.
National Biofertilizer Development Centre has been established at Ghaziabad with six Regional
Biofertilizer Development Centres each at Jabalpur, Hissar, Nagpur, Bangalore, Bhubaneswar
and Imphal. Under this scheme 74 BF production units have been established with central
financial assistance having annual production capacity of 8475 tonnes. Main bio producing
companies are GSFC, MLF, SPIC etc. Some more fertilizer companies (IFFCO, KRIBHCO,
NFL, RCF etc.) are likely to start production soon and many more are planning to join the
biofertilizer business.
2.4 Future prospect
To increases the brand image of the company.
Atchive maximum sales
To extend the business all over India.
To provide proper services to give the maximum customer satisfaction
To keep attyention towards the maintaining the quality.
To prepare the products which are helpful to the environment and soil.
2.5 Organizational Structure
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Chairman
Vice Chairman
General Body
General Manager
Regional Reigonal Reigonal Reigonal
Manager-1 Manager-2 Manager-3 Manager-4
Area Manager-3 Area Manager-3 Area Manager-3 Area Manager-3