PROJECT REPORT
“To

identify the market potential of starters in M.P. and measure the level of awareness, acceptability and availability for LnT Agri-products”.
Submitted By: Sanil Jain NMIMS, Mumbai 06/06/2013 Submitted To: Mr. Rajiv Tandon Project Guide, L&T

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PREFACE

This report represents the primary as well as secondary market research performed and the learning garnered while working on the project in Larsen & Toubro, ESP – Agri Business department. The objective as decided by my project guide was to identify the market potential of starters in M.P. and measure the level of awareness, acceptability and availability for LnT Agriproducts. First and foremost it required understanding of the utility of starters and the factors that affects the potential sale of pumps and starters used in a region. The secondary research was hence vital to find out these factors across all the districts of Madhya Pradesh and analysing their impact on potential sale. This report is by large based on the primary research conducted across eight districts of Madhya Pradesh, viz, Ujjain, Khargone, Sehore, Raisen, Hoshangabad, Sagar, Vidisha and Ashoknagar which involved performing surveys on Retailers, Stockists and farmers at these locations. The report seeks to analyse the responses of the stockists, retailers and farmers districts in order to determine the potential sale and existing market share of LT-LK starters and provide recommendations to improve the same. Both quantitative and qualitative comments were collected from retailers, stockists and farmers across Madhya Pradesh. These findings were then analysed by mapping them to the secondary research findings using Microsoft Excel, and hence recommendations were chalked out which have been provided as part of this report.

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ACKNOWLEDGEMENT

I am highly indebted to Larsen & Toubro, Bhopal for providing me invaluable support and guidance during my internship. I owe a great many thanks to my project guide Mr. Rajiv Tandon, the support and supervision he gave truly helped the progression and smoothness of this internship program. He was always available to guide me during my internship period. I would also like to thank my reporting manager and mentor at Bhopal office Mr. Mohan Sharma for sharing his valuable insights and suggestions for the project and for his continuous support in completing it. I would like to express my special gratitude and thanks to Mr. Deepak Emalya for giving me such attention and time as well as for providing me necessary information regarding the project. My thanks and appreciations to all my colleagues at Bhopal Office who helped me in developing the project. Last but not the least, special thanks to Ms. Mala Shrivastava Chairperson MBA Core NMIMS and my Faculty Guide Mr.Gaurav Thapar for his support and help in completing this project successfully.

SANIL JAIN

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TABLE OF CONTENTS
Preface Acknowledgement 2 3

1. INTRODUCTION 2. RESEARCH DETAILS 2.1 Goals and Objectives 2.2 Secondary Research 2.2.1 Crop Pattern 2.2.2 Land Details 2.2.3 Irrigation Pumps 2.2.4 Summary 2.3 Primary Research 2.3.1 Questionnaires 2.3.2 Sample Size 2.3.3 Gathering the data 2.3.4 Data Consolidation and Analysis 3. FINDINGS AND RECOMMENDATIONS 3.1. Chapter 1: Ujjain 3.1.1 3.1.2 3.1.3 3.1.4 3.2 Badnagar Nagda Ujjain Recommendations

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8 9 10 11 12 13 13 14 14 15-37

15 16 17 18

Chapter 2: Khargone 3.2.1 3.2.2 3.2.3 3.2.4 Badhwah Kasrawat Khargone Recommendations 19 20 21 22

3.3

Chapter 3: Hoshangabad 3.3.1 Itarsi 3.3.2 Babai 3.3.3 Hoshangabad 3.3.4 Pipariya 3.3.5 Recommendations
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23 23 24 24 25

3.4

Chapter 4: Raisen 3.4.1 3.4.2 3.4.3 3.4.4 Bareli Badi Raisen Recommendations 26 27 27 28

3.5

Chapter 5: Sehore 3.5.1 3.5.2 3.5.3 3.5.4 Rehti Nasrullaganj Ashta Recommendations 29 30 31 32

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Chapter 6: Sagar 3.6.1 Sagar 3.6.2 Bina 3.6.3 Recommendations 33 34 35 36 37

3.7 3.8

Chapter 7 : Ashoknagar Chapter 8: Vidisha

4. CONCLUSION 5. ANNEXURES 5.1 Survey Questionnaire 5.2 Table 1 – Crop Pattern: Rabi 5.3 Table 2 – Crop Pattern: Kharif 5.4 Table 3 – Land Details I 5.5 Table 4 – Land Details II 5.6 Table 5 – Pumps Installed 5.7 Table 6 – Summary 6. BIBLIOGRAPHY

38-41 42-61 42-48 49-50 51-52 53-54 55-56 57-58 59-60 61-66

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INTRODUCTION

L&T Electrical & Automation business offers solutions in low & medium voltage categories. Its businesses comprise switchgear, electrical systems, energy meters, automation systems and medical equipment. Larsen and Toubro is India’s leading manufacturer of low and medium voltage switchgear, and offers a wide range of products in its Agri-basket which includes motor starters, control panels, cables, capacitors etc. Mainly used to protect the Motor/Pump against the low voltage, phase reversal, fluctuations etc., LT-LK starters over the year have been able to find the most popular space among the farmers used mainly for irrigation purpose. Among the starters offered by LT-LK, the most popular ones are  MK1 DOL: Available for a wide array of relay range starting from 0.6 – 1 Amp, suitable for a .25 HP Pump/Motor up to the 13-22 Amp, ideally used for 7.5 HP Pump/Motor.  MU1 DOL: Available for relay ranges 9-14 Amps and 13-21 Amp suitable for 7.5 HP and 10 HP respectively.  MU2 DOL: Available for relay ranges 13-21 Amps and 20-32 Amp suitable for 12.5 HP and 15 HP respectively.

Larsen and Toubro Bhopal division takes care of 37 districts and company has appointed Dealers/Stockist in 18 of these districts which are billed directly through the company. Then there are retailer counters which purchase their orders from these stockists and sell to the customers. Hence a customer can make his purchase either through a retail counter or a stockist which also serves as a retailer.

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37 districts of Madhya Pradesh fall under Bhopal Zone, dealer and retailer details of which are mentioned below. DISTRICT ASHOKNAGAR BARWANI BETUL BHOPAL BURAHANPUR CHHATARPUR CHHINDWARA DAMOH DEWAS DHAR DINDORI GUNA HARDA HOSHANGABAD INDORE JABALPUR JHABUA KATNI KHANDWA KHARGONE MANDLA MANDSAUR NARSINGHPUR NEEMUCH PANNA RAISEN RAJGARH RATLAM REWA SAGAR SATNA SEHORE SEONI SHAJAPUR TIKAMGARH UJJAIN VIDISHA STOCKIST ---YES YES YES YES YES YES ---YES ------------YES YES YES ---YES ---------------YES ---------YES YES YES YES ---------YES ---YES
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RETAILER YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES YES

RESEARCH DETAILS
RESEARCH OBJECTIVE To identify the market potential of starters in M.P. and measure the level of awareness, acceptability and availability of LnT Agri-products.

PURPOSE OF STUDY  To identify the potential sale of the starters in different districts across the Madhya Pradesh.  To find out the approximate market share of LT-LK starters in the different districts: Reasons for the same and recommendations for further improvements.  To measure the current level of awareness among the end-users/farmers in different districts about the importance of quality starters to protect their pumps / motors.  To measure the level of acceptability of LT-LK starters among the end-users/farmers in different districts.  To measure the availability of LT-LK Agri products with the retailers and stockists in different districts across the Madhya Pradesh.

RESEARCH METHODOLOGY

Primary Data

Survey Crop Pattern

Sample Size

Primary Data

Analysis

Objective
Secondary Data

Land Details

Irrigation Pumps

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The project required both primary data and secondary data and hence to achieve the objective the first step involved gathering of Secondary data, its consolidation and analysis to form a basic hypothesis before starting the primary research. In order to gather primary data, survey questionnaires were prepared and Quantitative marketing research was carried out in the finalized areas which involved meeting a large number of respondents including farmers across the villages and Tehsils as well as the retailers and our stockists to conduct surveys and questionnaires successfully. Gathered data was then consolidated, quantified and analysed after which findings and recommendations were chalked out for the areas visited. SECONDARY RESEARCH This involved gathering the data from existing research documents, journals etc. Secondary sources also included previous research reports, L&T archives/files, sales reports, newspapers, magazine and journal content, and government and NGO statistics. This also required communication with government officials from electricity board as well as irrigation department and meetings with the news paper agency like Krishi Jagat etc. The secondary data gathered gave information about the crop patterns across the districts, approx no. of pumps/motors installed, land details as well as the other major/local brands offering the irrigation products. These details helped me in creating a hypothesis based on which the primary research activities were carried out. This Secondary research can be broadly classified in the following parameters:  CROP PATTERN Madhya Pradesh despite an agrarian economy is by large a wheat and Soya bean producing state. The major crops harvested here are Wheat, Soya bean and Gram. Although there are parts which produces Cotton, Moong etc but they are rather very few. In context of the irrigation, Only Wheat requires Constant irrigation whereas the crop of soybean is by large dependent on rainfall only. Consequently, the sale of irrigation pumps and starters is primarily driven by the Wheat which is confined to the Sep - Nov season of Kharif crops. Hence as compared to other agrarian states, the potential sale of pumps and starters in most of the districts is essentially limited to these three months.

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Refer to Annexure AA1 for the complete details of district wise crop production.  LAND DETAILS Forests occupy a vast part of Madhya Pradesh, approximately 27% of the total landscape. Despite being the second largest state in the country by area, the cultivable land available is only 47% of the total geographical area of Madhya Pradesh. Moreover, the area used for irrigation is around 21% of the total geographical area available out of which only 3% of the land is irrigated more than once, i.e. for multi crops. Consequently, it limits the potential sale of the irrigation products in the state.

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Refer to the annexure AA2 for the District wise complete land details.  IRRIGATION PUMPS After constant discussion and meetings with MPSEB officials, I was able to access the reports of irrigation pumps installed in the Districts/Tehsils. On consolidating the data it was found that Pumps up to 5HP occupied highest share whereas Pumps >= 10 HP hold a meagre 0.63% of the total irrigation pumps installed. This led to the hypothesis that same would be reflected in good market share of our MK1 starter operating till 22 Amp and very low presence of the our panels and controllers used for higher HP motors which was also justified through the primary research findings.

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The total no. of irrigation pumps installed in MP till March 2013: 1796633 The total no. of irrigation pumps installed in MP till March 2012: 1731938 Total no. of irrigation Pumps installed in one year (April 12- March13): 64695 Refer to the annexure AA3 for the District wise complete details of Irrigation Pumps Installed.

SUMMARY: SECONDARY RESEARCH  Total No. of Districts Visited: 9  Total No. of Tehsil Visited: 21  Total No. of Dealers/Stockists Visited: 104  Total No. of Respondents/Farmers : 88

No. of Retailers/Stockists visited District wise
Ashoknagar Vidisha

Indore
Sagar Raisen Sehore Khargone Hoshangabad Ujjain 0 2 4 6 8 10 12 14 16 18

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PRIMARY RESEARCH The basic objective of primary research in the project was to find out the actual market potential of starters, penetration of LT-LK Agri products, general perception of dealers, retailers and end-users about our products and price sensitivity analysis of customers as well acceptability of our products among the famers across the Madhya Pradesh. Primary research involved the following steps  Preparing the questionnaires/surveys.  Identifying the correct sample size.  Gathering the Primary data.  Data Consolidation and Analysis. Preparing the questionnaires/surveys: A list of relevant questions was prepared for the targeted respondents. While preparing questionnaires it was given due consideration that responses recorded to the questions would be quantifiable. Two different set of survey questionnaires was prepared, one for the dealers as well as retailers and other for the farmers. Questionnaires were prepared to broadly identify the following attributes.  Market Potential  Market Penetration  Price Sensitivity  Product Availability  Brand Awareness  Product Acceptability

However, after few field visits to the retailers and farmers, minor changes were made to the survey questionnaires throughout and it was only after the discussions and review with project guide that the survey questionnaires could be finalized. Final draft of survey questionnaires prepared has been attached as Annexure AA4

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Identifying the correct sample size: Another challenge was to find out the districts/Tehsils where this primary research could be carried out succefully. With the aim to bring every region of the state under the purview of this project, 20 districts were found for the visits where relevant data can be successfully gathered from farmers, electricians, dealers and retailers. However, given the time constraint it was not feasible to cover all these districts extensively within the three week time period. Hence after making brief visits to Vidisha and Ashoknagar, 6 other districts were zeroed-in with an objective to extend my visits to Tehsil places as well. Districts identified were Ujjain, Khargone, Sehore, Raisen, Sagar and Hoshangabad. While finalizing the districts it was also considered that crop pattern in the region necessitates Agri-products and hence the forest areas like Jhabua, Dindori, etc were eliminated.

Gathering the primary data: This required visiting the LnT stockists, retailer counters, electricians and farmers to gather the information based on the questionnaire/survey prepared. This research being a Quantitative one would involve a large number of respondents and hence necessitates the extensive travel in and around the areas identified. Visits to landscape also helped in identifying the crop pattern pertaining to Districts/Tehsils and mapping it to the market potential for Agri- products. Data consolidation and Analysis: Primary data collected was then consolidated and quantified based on the different research attributes. Quantified data was analyzed and mapped with the findings of secondary research in the respective districts. This help in determining the market potential, market penetration and the existing level of awareness, acceptability and availability in the region for LT-LK starters and panels. The findings were then consolidated district wise based on the discussions with dealers, retailers and farmers and recommendation was prepared for every district based on the data gathered and the findings. A conclusive findings and recommendation plan was also prepared based on the overall experience and knowledge garnered in carrying out the project and general interaction with the respondents.

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FINDINGS AND RECOMMENDATIONS
CHAPTER 1: UJJAIN Major Crops: Soybean, Wheat Visits: Ujjain, Badnagar and Nagda Tehsils. Badnagar: No. of Irrigation Pumps Installed in the Tehsil: 16136 Potential: Moderate Awareness: Low- Moderate Acceptability of LT-LK starters: Poor Acceptability of other value starters: Moderate Availability: Low-Moderate (LT-LK starters available at 3 counters with negligible stock during off season) Price Sensitivity: Moderate Despite a substantial no. of pumps installed in the region, Badnagar offers a moderate annual sale of approximately 1000 starters annually with a poor market share of just 10% occupied by LT-LK starters. Primary reason for the poor acceptability of LT-LK starters is the fact that more than 90% of the starters sold/used in the region are of 20-32 Amp Relay Range. LT-LK doesn’t offer any MK1 starter for this relay range and the MU1 and MU2 available for 20-32 hrelay is way too expensive compared to the starters offered by the competitor brands like paragon available at approximate Rs.1100 and other local starters which are available at cheaper price of around 700 Rs. Nagda: No. of Irrigation pumps Installed: 8625 Potential: Low (700-800 Starters annually) Awareness: Low

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Acceptability of LT-LK starters: Poor Acceptability of other value starters: Moderate Availability: Low – Moderate (LT-LK starters available at 2 counters with negligible stock during off season) Price Sensitivity: High Out of the sale of around 700-800 units annually, market share of LT-LK starters at Nagda is around 10-12% .Here, more than 70% starters sold are of the relay range 20-32 Amps because of the low voltage problems occurring in and around the villages of Nagda. Moreover, purchasing capacity of farmers at Nagda was relatively low and Price sensitivity was high. This was another reason for the low acceptability of LT-LK starters. However, this region has witnessed improved voltage conditions this year and better voltage availability is expected in the upcoming Kharif season of wheat which might drive better sales of LT-LK MK1 starters at 13-21 relay range. Ujjain: No. of Irrigation pumps Installed: 12225 Potential: Very Good (>6000 Starters annually) Awareness: Moderate Acceptability of LT-LK starters: Poor Acceptability of other value starters: Moderate Availability: Moderate Price Sensitivity of Farmers: Moderate Ujjain holds very good market potential for the Agri products with sale of over 6000 starters annually. However, the market share occupied by LT-LK is pretty low hovering around 1012% only. This is again because of the low voltage problems as seen at Badnagar and Nagda which leads farmer to go for a higher relay range even for a 5 HP motor. Here again the 2032 Amps relay range occupies more than 75% of the total starters sold annually.
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Another reason for the low market share of LT-LK starter is the availability of duplicate starters across some counters in Ujjain market. These counters sell duplicate LT-LK starters to the farmers at a relatively cheaper price (around 200-300 less) as compared to original ones and hence ruin the market shops stocking original products. The results have been catastrophic. This has led a few retail counters to decrease the stock LT-LK starters and go for other brands like paragon and not to mention the deformation of brand image and product perception among the farmers using duplicate LT-LK starters unknowingly. During discussions with a no. of farmers in the district it was found that more than 80% of farmers know about the LT-LK starters but their awareness to use the right set of relay range according to the HP rating of Pumps is relatively low. This is mainly because of the low voltage available in the region and a most no. of farmers use 20-32 relay for the pumps rating >= 5 HP

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Recommendations: 1. It is important to have a direct dealer/Stockist at a place like Ujjain with such good potential for starters. However, It should be given due importance to find out which counter would serve the best purpose for LnT as a stockist in the given area. “Lakshmi Narayan Badri Narayan” is one such retailer with sales of around 2000 starters annually and is one the oldest and most popular retail counter in the Ujjain market. It is recommended that it would be in company’s best interest if it becomes the stockists of LT-LK products.

2. It is also important to cease the duplicate market from Ujjain and thereby establishing confidence among other retail counters for improved sales of LT-LK starters. Respective vigilance wing of LnT should take the immediate steps in this direction.

3. More visits should be made at Nagda, Badnagar and other Tehsil areas at Ujjain district which would drive increased sales and stock of LT-LK starters. Better Voltage conditions are expected in Nagda and other Tehsil areas and hence an increased sale of 13-21 relay range is expected. More visits by our sales team ensures that new opportunity generated is not occupied by strong competitors like paragon.

4. It is important for the production team to manufacture the products as per the market demand. It is highly recommended to develop low-price starters (like MK1) for the 20-32 relay range which occupies more than 75% market share in the Ujjain district.

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CHAPTER 2: KHARGONE Major Crops: Cotton, Wheat Visits: Badhwah, Kasrawad and Khargone Tehsils Badhwah: No. of Irrigation pumps installed: 12730 Potential: Good Awareness: Moderate Acceptability of LT-LK starters: Poor Acceptability of other value starters: Moderate (Paragon’s Market Share > 35%) Availability: Low-Moderate (LT-LK starters available at only 2 counters with negligible stock during off season) Price Sensitivity: Moderate Badhwah offers a potential sale of more than 1500 starters annually, although the market share of LT-LK is placed at a disappointing 10%. One of the major reasons for this has been the no. of defective MU contractors stocked by the retail counters in the past which declined the confidence of the farmers, retailers and electricians in the quality of MU contractors. Hence even our loyal retail counters have gradually shifted to stock starters of competitor brands which led to decrease in market share over the last few years. Other major reason (also seen in Ujjain district) has been the demand for 20-32 relay range which comprises more than 60% of the total sales in the region. Apart from this Badhwah is a region with strong influence of electricians and their prior experience with defective MU contractors have led them to suggest brands to the farmers other than LT-LK.

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Kasrawad: No. of Irrigation pumps Installed: 10607 Potential: Good Awareness: Moderate Acceptability of LT-LK starters: Moderate Acceptability of other value starters: Good (Paragon’s Market Share > 30%) Availability: Good Price Sensitivity: Moderate Kasrawad offers a good potential sale of more than 1500 starters annually out of which share of LT-LK is placed moderately at little more than 600 starters. This has been a region with strong demand for MU1 starters because of the low voltage problems; however, the company’s decision to cease the production of the same might lead to decrease in market share of LT-LK and thereby increasing the sales for competitor brands like Paragon availability of which is already better than that of LT-LK in the region. Another reason of the decent market share of LT-LK here has been the strong influence of a major retail counter in the region which stores more than 80% of LT-LK starters out of its total stock. However, the onus is on the company to nurture such loyal retail counters which could help us become a leading starter brand even in the Tehsil places like these. Khargone: No. of Irrigation pumps installed: 16878 Potential: Good Awareness: Moderate Acceptability of LT-LK starters: Low Acceptability of other value starters: Moderate (Paragon’s Market Share > 40%) Availability: Moderate Price Sensitivity: Moderate

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Khargone offers a good potential sale of more than 2500 starters annually. However the market share of LT-LK is placed relatively low at around 25%. Khargone seems to be strong forte of the competitor brand paragon which holds more than 40% of the market share in the region. One of the reasons that came out strikingly was the 30 days credit policy of Paragon which helps retail counters to stock up their starters even during off season where most of the sale to famers happens on credit. Apart from this an unusual issue was found on discussions with famers that in surrounding villages of Khargone a lot of starters gets stolen during the night which led them to go for cheaper alternatives giving their limited affordability. Despite all this Khargone holds a fairly decent potential sale for LT-LK starters because of few strong retail counters available in the region.

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Recommendations: 1. It is strongly recommended to continue the production of MU1 starters, because MU2 with retail price of more than 4000 is way too high for the existing customers of MU1. This is expected to lead a slump in the market share for LTLK and even our loyal retail counters might stock up the competitor brands because of the higher demand for 20-32 relay range in the region.

2. Since Badhwah is a region with strong influence of electricians it is highly recommended to organize an electrician meet a month before the wheat season (September-October) wherein they should be given gift hampers and should be convinced about the quality of LT-LK starters and how their earlier experience with defective MU contactors was plain unfortunate.

3. It is also recommended to establish a direct dealer/Stockist at a place like Khargone which holds a fairly decent potential sale for LT-LK starters. However, it should be given due importance to identify the retail counter which serve the best purpose as a stockist in an around the area. During my visits at Khargone, I found “Fida Ali” among the most reliable and popular retail counter with sales of around 800 starters annually. I recommend that it would be in company’s best interest if it becomes the stockists of LT-LK products.

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CHAPTER 3: HOSHANGABAD Major Crops: Wheat Visits: Itarsi, Hoshangabad, Babai and Pipariya Tehsils. Itarsi: No. of Irrigation pumps installed: 2266 Potential: Good Awareness: Moderate Acceptability of LT-LK starters: Good Acceptability of other value starters: Good Availability: Good Price Sensitivity: Low-Moderate Itarsi offers a good potential sale of around 2200 starters annually with a strong presence of LT-LK occupying a market share greater than 40%. Itarsi has emerged as an area with high acceptance of good starters and our Stockist Renu Traders has helped the cause in maintaining a good market share of LT-LK in the region. Babai: No. of Irrigation pumps installed: 4376 Potential: Moderate Awareness: Good Acceptability of LT-LK starters: Good Acceptability of other value starters: Good Availability: Good Price Sensitivity: Low

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Although a moderate potential sale of 1200 starters annually in Babai, this Tehsil is apparently one of the fortes of LT-LK in M.P. with a market share greater than 45%. Good electricity and voltage conditions and thriving farmers in the area are the primary reasons behind high acceptability of good starters. During discussions with famers it was found that there are few villages (e.g. - Hasanpur) where 90% of the pumps are installed with LT-LK starters. Hoshangabad: No. of Irrigation pumps installed: 1552 Potential: Good Awareness: Good Acceptability of LT-LK starters: Moderate Acceptability of other value starters: Moderate Availability: Good Price Sensitivity: Moderate Hoshangabad holds a good potential sale of around 2000 starters annually with about one third of market share occupied by LT-LK. Like Itarsi, Hoshangabad also offers high acceptance of good starters because of the good voltage conditions available in the villages. Moreover, good availability of LT-LK stock among the big retail counters has helped in acquiring a respectable market share in the region. Pipariya: No. of Irrigation pumps installed: 4556 Potential: Moderate Awareness: Moderate Acceptability of LT-LK starters: Moderate Acceptability of other value starters: Moderate Availability: Good Price Sensitivity: Moderate
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Pipariya holds a moderate potential sale of around 1500 starters out of which LT-LK hold roughly one-third of the market share. However, there is big presence of retail counters selling local pumps and starters in the market which has been a deterrent in acquiring a big market share in the region. Moreover, the availability of duplicate LT-LK starters has led some of the retail counters switch to other brands like paragon.

Recommendations: 1. There is high demand for V4 Single phase panel in Pipariya. But LnT doesn’t offer any such product in the economy range. The panels available are priced way to high and would cater to only 1-2% of the customers. Hence it should be recommended to our designing and production team which would drive the sales of our panels not just in Pipariya but across the districts in other states as well.

2. It is also important to cease the duplicate market from Pipariya and thereby establishing confidence among other retail counters to improve sales of LT-LK starters. Respective wing of LnT should take immediate steps in this direction.
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CHAPTER 4: RAISEN Major Crops: Wheat, Rice Visits: Bareli, Badi, and Raisen Tehsils. Bareli: No. of Irrigation pumps installed: 1938 Potential: Moderate Awareness: Moderate Acceptability of LT-LK starters: Low-Moderate Acceptability of other value starters: Good Availability: Good Price Sensitivity: Low-Moderate Bareli offers a moderate potential sale of around 1300 starters although share of LT-LK is on the lower side at little less than 25%. Bareli has a great potential for acceptability of good starters and the competitor brand paragon holds more than 50% market share in this region. On discussions with farmers it was found that that around 20% of the farmers in this region use direct connection for their pumps because of the low voltage availability. Badi: No. of Irrigation pumps installed: 1044 Potential: Low Awareness: Moderate Acceptability of LT-LK starters: Low Acceptability of other value starters: Moderate Availability: Low Price Sensitivity: Moderate
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Badi offers a relatively low potential sale of around 400 starters annually since there is only one retail counter available in this region. The sales figures for LT-LK are abysmally low at around 10% despite the moderate acceptability of good starters as seen by the good sales of our competitor paragon. The main reason for this has been the low availability of LT-LK starters at this counter, however, efforts have been put to strengthen our stock here and hence market share of LT-LK is expected to increase this season. Raisen: No. of Irrigation pumps installed: 3454 Potential: Low Awareness: Low- Moderate

Acceptability of LT-LK starters: Low Acceptability of other value starters: Low Availability: Moderate Price Sensitivity: High

Raisen was found to be a disappointing market for the good starters. With a low potential sale of around 800 starters, the acceptability of good starters has been surprisingly low and is reflected in the market share of LT-LK which stands at around 12%. Price sensitivity of farmers is high in this region and awareness about utility of good starters was found to be low which has led to higher availability of local pumps and starters at the retail counters and low stock of the branded ones. Moreover, a substantial percentage of the farmers still prefer to reach out to Bhopal for the purchase of their irrigation needs which is also reflected in the low potential sale in this region. However, efforts have been put to strengthen our stock here at few counters and market share of LT-LK is expected to improve this season.

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Recommendations: 1. It is highly recommended to organize farmers’ meet/Exhibitions in and around the Raisen Tehsil wherein our executives must spread awareness about the use of good starters. Electricians could also be made a part of this meet considering their influence in purchasing decision of farmers. This can also be utilized as a brand promotion exercise wherein we can distribute LT-LK merchandise to farmers and some gift hampers to electricians.

2. Badi offers a substantial increase in potential sale of starters in the upcoming seasons considering the expansion of the only retail counter available in this region over the last few years. However, it needs constant nurturing to make it a strong retailer for LT-LK. It is highly recommended to increase the no. of visits and improve the LT-LK stock to counter the higher sales of our competitor brand paragon in the region.

3. Raisen market is expected to improve in the next few years because of the better availability of LT-LK starters since this season. As farmers become more aware about the utility of good starters, the demand for the same is likely to increase. Hence it is highly recommended to increase the no. of visits at the counters before our competitor brand gets a strong hold in the region.

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CHAPTER 5: SEHORE Major Crops: Wheat, Soya bean Visits: Rehti, Nasrullaganj and Ashta Tehsils. Rehti: No. of Irrigation pumps installed: 1938 Potential: Moderate Awareness: Moderate Acceptability of LT-LK starters: Low Acceptability of other value starters: Moderate Availability: Low-Moderate Price Sensitivity: Moderate Rehti holds a moderate potential sale of around 1500 starters annually. However, rise in the demand for starters is expected with the increase in production of “moong”, a new crop for this region, harvested only since last season. Yet, LT-LK hold a market share of only 20% while the competitor brand Paragon stands tall at around 33%. Rest of the market is by large occupied by local pumps and starters stocked heavily by most of the retailers in the region. Lack of availability of starters and less frequent visits by the executives in this area has been the prime reason for the low market share of LT-LK here. Rehti also offers demand for LTLK cables and efforts has been put to leverage upon this.

Nasrullaganj: No. of Irrigation pumps installed: 3015 Potential: Low Awareness: Low Acceptability of LT-LK starters: Low
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Acceptability of other value starters: Low Availability: Low Price Sensitivity: High Nasrullaganj holds a low potential sale of around 500 starters annually with LT-LK’s market share less than 20%. This market was found significantly occupied by local Pumps and starters and hence holds low acceptability of good starters. The awareness among famers was found to be on the lower side with high price sensitivity and hence most of the retail counters showed no interest in stocking up branded products. Ashta: No. of Irrigation pumps installed: 13521 Potential: Moderate Awareness: Low Acceptability of LT-LK starters: Alarmingly Low Acceptability of other value starters: Alarmingly Low Availability: Alarmingly Low Price Sensitivity: High Ashta was found to be an extremely disappointing market for good starters. Despite a moderate potential sale of around 1500 starter annually, LT-LK could hardly hold any presence in the market. Another critical finding was that more than 30% of the farmers use their pumps directly without any starters. The low voltage problem in most of the villages is one of the major factors for this bizarre tendency. They find voltage conditions abysmal for starters to run the pumps smoothly. Even the farmers buying the Texmo, CRI, Falcon and other branded pumps do not accept branded starters and go for the cheaper alternatives. Because of the voltage problems, even good starters have a very low life here and high probability of getting burnt in one or two season. All these factors combined with the high price sensitivity have led this to become a trend in this region and most of the retailers have lost confidence in selling branded starters due to which the availability of the LT-LK is alarmingly low in the region.
30

However, the voltage condition is improving and likely to get better in the upcoming season which provides a great opportunity for LT-LK to finally make its presence in the market.

31

Recommendations: 1. The situation prevalent at Ashta has made it necessary to organize farmers’ meet/Exhibitions in and around the Tehsil with a strong focus to spread awareness about the use of good starters despite/specially in the low voltage conditions. Electricians must be made a part of this meet considering their influence in purchasing decision of farmers.

2. The potential area like Rehti requires more no. of visits from LnT executives especially with the growing Moong season around the region.

3. It is highly recommended to appoint a Dealer/Stockist at Ashta which promises a good potential in future with improving voltage conditions. It has become important that the retail counters with Texmo/CRI pumps, despite a moderate potential sale of around 400-500 starters annually, must be appointed stockist to help LT-LK gain some market presence in the region. Hitherto, the Non-Availability of the LT-LK starters in this region has made even our loyal customers shift to other brands. Also, the stiff competition from brands like paragon, bentex might lead LT-LK to lose this market forever.

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CHAPTER 6: SAGAR Major Crops: Wheat, Soya bean, Gram Visits: Bina and Sagar Tehsils. Bina: No. of Irrigation pumps installed: 1749 Potential: Good Awareness: Moderate Acceptability of LT-LK starters: Moderate Acceptability of other value starters: Good Availability: Moderate Price Sensitivity: Moderate Bina is a well established market where farmers from nearby Tehsils reach out for their irrigation needs. Consequently, Bina hold a good potential sale of more than 2000 starters annually despite a relatively low no. of pumps installed in the region. Acceptability of quality starters is good here and hence LT-LK stands with a respectable market share of more than 30%, however, there is still ample space to improve. Sagar: No. of Irrigation pumps installed: 9965 Potential: Good Awareness: Good Acceptability of LT-LK starters: Moderate Acceptability of other value starters: Good Availability: Moderate Price Sensitivity: Moderate

33

Sagar holds a great potential sale of more than 5000 starters annually. Acceptability of quality starters is good and LT-LK has occupied more than one third of the market share in this region. However, the demand for single phase panels in economy range is high in this area and LT-LK takes a beating because of its soaring high prices compared to other brands.

34

Recommendations: 1. It is recommended to increase the no. of visits in Bina (Quarterly/Half yearly Visits needed) because the sale of LT-LK starters from the biggest retail counter here is very low. 2. There is high demand for V4 Single phase panel in Sagar. But LnT doesn’t offer any such product in the economy range. The panels available are priced way to high and would cater to only 1-2% of the customers. Hence it should be recommended to our designing and production team to come up with a panel in the economy range. This would drive the sales of our panels not just in Sagar but across the districts in other states as well.

35

CHAPTER 7: ASHOKNAGAR Major Crops: Wheat No. of Irrigation pumps installed in district: 5776 No. of Irrigation pumps installed in Tehsil: 5776 Potential: Good Awareness: Low-Moderate Acceptability of LT-LK starters: Low Acceptability of other value starters: Low- Moderate Availability: Low-Moderate Price Sensitivity: High Findings: Ashoknagar holds a moderate potential sale of around 2000 starters annually. However, the market share of LT-LK is on the lower side at about 15%. On discussions with retailers and farmers it was found that acceptability of good starters is moderately low because of the high price sensitivity in the region. Consequently, LT-LK stock is available at only two counters in the Tehsil region. Recommendation: It is highly recommended to appoint a dealer/stockist in Ashoknagar. The three dealers which can be considered for the same are “Bharat Electricals”, “Punjab Machinery”, and “Bakshi electrical”. Each of these holds a moderate potential sale of around 400-500 starters annually. However, not having a direct dealer in the region might make things even difficult for LT-LK in the next few years due to the stiff competition from the likes of paragon and others.

36

CHAPTER 8: VIDISHA Major Crops: Wheat, Soya bean, Gram No. of Irrigation pumps installed in district: No. of Irrigation pumps installed in Tehsil: Potential: Good Awareness: Moderate Acceptability of LT-LK starters: Moderate Acceptability of other value starters: Good Availability: Moderate Price Sensitivity: Moderate Findings: Vidisha holds a good potential sale of about 3000 starters out of which LT-LK holds roughly one third of the market share. Vidisha also holds a good potential for the LnT flat cables, however, the frequent delays in order delivery has become a major deterrent for our stockist not being able to serve the potential demand of the market.

37

CONCLUSION: FINDINGS AND RECOMMENDATIONS FINDINGS:  Although, more than 80% of the farmers know about/have heard of LT-LK starters compared to only 25-30% farmers for paragon, however, same is not reflected in the market share for LT-LK because of the two biggest factor that drive sale, price point and influence of retailer. The price point becomes one big barrier for LT-LK starters given the availability of plethora of brands at a cheaper price with few among them offering good quality starters at relatively lower price. However, this can be surmounted through the other big factor which drives sales, the high influence of retailer. Its importance can be understood merely from the fact that majority of farmers in M.P are still not much aware about the brands and the quality they offer and hence are dependent on retailer (more than 80%) for their purchasing decision. Hence, it becomes important for a brand to be successful in a region that the biggest counter in that District/Tehsil must have its major sale driven through LT-LK starters.  Market for pumps and starters is essentially divided between local and branded ones. It is less probable for a famer purchasing local pumps to go for a LT-LK or any other high priced good quality starter. This is one of the major reasons for less percentage share of LT-LK in the markets largely driven by local pumps and motors. However, Vice-Versa is not always true. As found in Ashta and few other Tehsils, that farmers might purchase a branded pump and yet prefer a cheap/local starter.  Warranty is another key factor that occupies farmer’s mind share. On discussions with famers it was found that a majority of them would prefer buying a starter with replacement guarantee especially in the areas with the poor voltage conditions which increases the chances of heating up of the starters.  It was also found that a big chunk of farmers purchase the motor/starter on credit. A lot of retailers, in order to limit their credit amount, sell local or cheaper pumps/starters and more so since both provides same amount of profit margin and also in few cases the profit margin from local/cheaper starters is a lot higher than that from LT-LK.

38

 Another critical finding was that a lot of retailer, especially in the areas like Vidisha, Ujjain etc, prefers to purchase the starters without bill which increases their profit margins. In fact, more than half the transaction of paragon starters in M.P. occurs without bill and same goes for many other brands and local starters, Consequently, reducing the stock of LT-LK and hence less market occupancy.  Duplicate market or D-market, in and around the areas like Pipariya, Ujjain, Nasrullaganj etc, where duplicate starters are sold by the name of LT-LK at a relatively cheaper price (around 200-300 less) ruin the market shops stocking original products. This leads to decrease in the stock LT-LK starters by the genuine dealers and go for other brands like paragon and more importantly the deformation of brand image and product perception among the farmers using duplicate LT-LK starters unknowingly.  Higher rate of VAT or Value added tax for the starters (13%) in M.P. has led some of the retailers to purchase their stock of LT-LK from the nearby states like Rajasthan, Gujarat and Maharashtra where VAT for the agricultural products has been relatively lower. Although this does not impact the overall sales of LnT starters, however, it is reflected in the loss of sale at the Bhopal Zone.

39

RECOMMENDATIONS:

 The important attribute of a successful brand is that they continuously offer the product that serves the market demand. However, same cannot be said to be true for LnT. First of all, despite a huge demand for 20-32 Amp MK1 starters, they could not come up with any such product. Although MU1 made its entry in market but only after a good chunk of share was occupied by our competitors. Despite being a relatively high priced starter MU1 was still able to find its niche especially in the regions with poor voltage conditions, as it offered a higher voltage range of 180-430. However, Company’s decision to cease the production of MU1 is likely to bring catastrophic affects on the market share of LT-LK. The only product available henceforth would be MU2 starter which is priced very highly and hence finds very low presence in the market. This would mean non-availability of any major starter for the 20-32 relay range which still occupies a high market share among the starters sold. It is strongly recommended to continue the production of MU1 starters at least for an year or do till the voltage conditions across the villages improves, because MU2 with a retail price of more than 4000 is way too high for the existing customers of MU1. This is expected to lead a slump in the market share for LT-LK and even our loyal retail counters might stock up the competitor brands because of the higher demand for 20-32 relay range in many regions.  There is also a high demand for V4 Single phase panel in many regions. But LnT doesn’t offer any such product in the economy range. The panels available are priced way too high and would cater to a meagre 1-2% of the customers. Hence it should be recommended to our designing and production team to come up with such a product in the economy range.

40

 On discussions with our stockists it was found that delivery of cables usually takes more than 25 days after order to reach them. Given the fact that most of the orders from the dealers cater only for a month or so, the cable stock usually gets over within that period, especially during the seasons. Hence there is non-availability of our stock cables for a period of a week or even more despite the demand from the retailers. It is strongly recommended to find a way through which cables should reach our stockists within 7-10 days.  It is important to cease the duplicate market from areas like Ujjain, Pipariya, Nasrullaganj and others and thereby establishing confidence among other retail counters for improved sales of LT-LK starters. Respective vigilance wing of LnT should take the immediate steps in this direction.

 It is also recommended to organize farmers’ meet/Exhibitions, especially in the regions with low awareness and market share, wherein our executives would spread awareness about the use of good quality starters despite/specially in the low voltage conditions. Electricians could also be made a part of this meet considering their influence in purchasing decision of farmers. This can also be utilized as a brand promotion exercise wherein we can distribute LT-LK merchandise to farmers and some gift hampers to electricians.

 Influence of retailer is one of the very important factors in the purchasing decision of farmers and it is considerably easy for retailers to push for the sales of low priced starters and the ones with warranty as compared to LT-LK which are priced highly. Hence, retailers need constant nurturing to drive the sales of our brand. It is highly recommended to increase the no. of visits to the retailers, especially to big counters with low presence of LT-LK and also to the regions with burgeoning counters before our competitor brand gets a strong hold in the region.

41

Survey questionnaire for Dealers/Retailers

1. Which are the major crops produced in and around the area/district?  Wheat  Soya  Gram  Others (Specify) _____________

2. What is the approximate no. of pumps installed in the area/district? __________

3. How many units of pumps/motors are sold annually?

Single Phase _____________ Three Phase _____________

4. What is the capacity wise distribution of pumps sold? HP  10 HP ____% ____% Relay range  4-6  6-10  9-14/15  20-32 ____% ____% ____%

 5-10 HP ____% ____%

 13-21/22 ____% ____%

5. Which among the following brands of the Pumps/Motors are sold? Pumps  Texmo  CRI  KSB  Shakti  Local Motors  Texmo  CRI  Crompton Greaves  Shakti  Local

42

 Others (Specify) _______

 Others (Specify) ________

6. What is the price of a complete 3HP pump kit along with starter? a) Pump ________

b) Starter ________ c) Motor d) Pipe ________ ________

7. How many units of starters are sold annually?? _____________

8. Which are the major brands of starters sold?  LT-LK  Others (Specify) _________ _________  Local

9. What is the % share of LT-LK starters sold annually?  50%

10. What is the average inventory stock of starters? _________

11. What is the % share of LT-LK starters out of the total starters stock?  50%

12. What is percentage wise distribution of customer preferences in purchasing starters? a) Cheap (Low price) b) Value for Money c) Quality (Even if it is Expensive) ______% ______% ______%

13. What is the average price range of 3HP-DOL starter sold?  1500

14. How many LnT stockists do you know/correspond with/deal with? Name of the Stockist ____________ ____________

15. Do the LnT stockists communicate frequently for Schemes, New products etc? Yes/No 16. What is the approx percentage of branded starters sold? (branded vs. local starters)  75%

17. Which are the major brands of submersible cables sold?  LnT  Local  Others (Specify) _________ _________
44

18. What % of customers is aware of LT-LK starters?  90

19. What is the general perception of customers about LT-LK starters?  Very good (Expensive but worth it)  Value for Money  Below Average (Expensive but not worth it)

20. What reasons would you suggest that can increase the sale of LT-LK starters?

________________________ ________________________ ________________________

21. A customer comes to buy a cheap starter, what would you suggest him?  Buy the local Starter ________ (Name)  Buy moderately priced branded starter (Value for Money) ________ (Name)  Buy quality starter (Expensive but worth it) ________ (Name)

22. What % of customers is influenced by the retailer in the purchasing decision of starter?  75

Very Low Low Moderate High Very High

45

Survey questionnaire for Customers/End-Users/Farmers

1. Which crop/crops do you produce?  Wheat  Soya  Gram  Maize  Others (Specify) _____________

2. Do you use motor/pumps? Yes/No If yes, which company’s pumps/motors do you use?  _________  Local 3. Which company’s starters do you use?  LT-LK  Local  Others (Specify) _________

4. What is the average lifetime of Motors and starters used?

Pump/Motor  0-1 Year  1-2 Year  2-3 Year  > 3 years (Specify) ______

Starter  0-1 Year  1-2 Year  2-3 Year  > 3 years (Specify) ______

5. Do you know the purpose of motor starters/controllers? Why is it used?

46

________________________ 6. How many times do you go for repair of the motors/pumps, starters?

Pump/Motor  _________ Ex - Once in every 3 year

Starter  _________

7. What is the HP/Relay range/others specific requirements for purchasing starters?

HP  10 HP

Relay range  6-10  9-14/15  13-21/22  20-32  28-42

8. Which brands of starters are you aware of?  LT-LK  Paragon  Others (Specify) _________ _________

9. Who are you heavily dependent on/Influenced by regarding your purchasing decision of Starters?  Dealer/Retailer  Friends/Other Farmers  None (I take Informed Decision by Myself)  Others (Specify) _________

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10. Which of the following attributes would you consider most in Purchase/Repurchase of Starters?  Price  Quality  Brand  Others (Specify) _________

11. Which among the following would you prefer which making a purchase/repurchase decision for Agri-products?  Quality (Even if it is Expensive)  Value for Money (Moderate price-Medium Quality)  Cheap (Low price)

12. How much would you like to spend while purchasing a new starter?  2000

13. Would you like to purchase LT-LK starters in future? Yes/No If No, Why? ___________________________

14. Do you buy flat cables? Yes/No If yes, which brand do you purchase?  Local  Others (Specify) _________

15. Are you aware of L&T submersible cables? Yes/No

48

GRAPHS AND TABLES
DISTRICT WISE CROP PATTERN: RABI Districts Major Crops Wheat ALIRAJPUR ANUPPUR ASHOK NAGAR BALAGHAT BARWANI BETUL BHIND BHOPAL BURHANPUR CHHATARPUR CHINDWARA DAMOH DATIA DEWAS DHAR DINDORI GUNA GWALIOR HARDA HOSHANGABAD INDORE JABALPUR JHABUA KATNI None None Wheat, Gram Paddy Cotton Wheat, Soya Wheat, Mustard Wheat None Wheat Wheat, Cotton, Maize, Soya Wheat Wheat Soya, Wheat, Gram Soya, Wheat, Cotton Wheat Soya, Wheat Wheat Soya, Wheat Wheat Soya, Wheat Wheat None Paddy 28.6 7 193 22.9 83.1 137.3 185.2 127.5 24.8 169.1 388.9 171.4 260.2 247.5 453.5 16 187.9 254 560.7 854 271.3 280.5 51.6 59 Gram 5.1 0.8 99.8 7.2 2.8 14.3 22.4 23.9 2.7 88.8 57.5 60.4 20.5 141.2 84.9 1.6 88.8 30.3 28.7 41.1 40.4 47.6 7.7 16 Rabi Others 1.6 6.9 23.1 21.8 6.6 16.5 285.7 1.9 17.1 23.7 38.1 25.9 31.6 2.7 2.2 12.6 9.2 86.8 1.3 6.4 0.5 20.1 0.2 6.6 Total Rabi 35.3 14.7 315.9 51.9 92.5 168.1 493.3 153.3 44.6 281.6 484.5 257.7 312.3 391.4 540.6 30.2 285.9 371.1 590.7 901.5 312.2 348.2 59.5 81.6

49

Wheat KHANDWA KHARGAON MANDLA MANDSAUR MORENA NARSINGHPUR NEEMACH PANNA RAISEN RAJGARH RATLAM REWA SAGAR SATNA SEHORE SEONI SHAHDOL SHAJAPUR SHEOPUR SHIVPURI SIDHI SINGROLI TIKAMGARH UJJAIN UMARIA VIDISHA Wheat, Cotton Cotton, Wheat None Soya, Wheat Wheat, Mustard Wheat None None Wheat, Gram Soya, Wheat, Gram Wheat, Soya Wheat Soya, Wheat, Gram Wheat Wheat, Soya Paddy Paddy Soya, Wheat Wheat Wheat None Paddy Wheat Soya, Wheat None Wheat, Soya, Gram 154.8 276.6 16.7 122.7 221.8 226.9 92.1 89.1 278.4 140.4 276.8 111.3 186.5 119.1 327.2 102.1 17.1 182.1 173.5 298.1 38.1 35.1 99 237.8 19.9 341.6

Gram 15.7 4.8 8.6 24.9 5.5 117 15.6 72.5 108.9 99.9 34.3 40.7 96.2 32.2 80.3 35.4 1.3 96 15.2 51.7 7 7.5 17.3 134.9 2.2 202.4

Others 1 2.3 29.1 24.6 230.3 85.7 25.6 27.9 28.2 6.8 11.3 14.7 26.5 25.4 11.1 23.4 3.1 10.6 55.9 54 7.9 20.1 32.3 1.8 5.1 39.4

Total Rabi 171.5 283.7 54.4 172.2 457.6 429.6 133.3 189.5 415.5 247.1 322.4 166.7 309.2 176.7 418.6 160.9 21.5 288.7 244.6 403.8 53 62.7 148.6 374.5 27.2 583.4

Non-Reported Total Wheat, Soya, Gram

7.4 9227.2

3.1 2265.6

2.3 1455.5

12.8 12948.3

Ref: Krishinet
50

DISTRICT WISE CROP PATTERN: KHARIF AND TOTAL Districts Major Crops
Kharif Total Soyabean Maize 43.7 8.5 9.8 6.6 44.8 75.8 0.1 3.8 11.2 0.5 Paddy 5.2 63 0.5 353 1.1 60.8 15.3 0.4 2.5 5.5 Kharif 155.034 61.9 114.8 378 214.647 516.402 136.2 156.3 69.968 111.2 Total 190.334 76.6 430.7 429.9 307.147 684.502 629.5 309.6 114.568 392.8

ALIRAJPUR ANUPPUR ASHOK NAGAR BALAGHAT BARWANI BETUL BHIND BHOPAL BURHANPUR CHHATARPUR

None None Wheat, Gram Paddy Cotton Wheat, Soya Wheat, Mustard Wheat None Wheat Wheat, Cotton,

12.8 1.7 82.2 0.1 16.6 295.7 0 150.6 10.8 31.9

CHINDWARA DAMOH DATIA DEWAS DHAR DINDORI GUNA GWALIOR HARDA HOSHANGABAD INDORE JABALPUR JHABUA KATNI KHANDWA

Maize, Soya Wheat Wheat Soya, Wheat, Gram Soya, Wheat, Cotton Wheat Soya, Wheat Wheat Soya, Wheat Wheat Soya, Wheat Wheat None Paddy Wheat, Cotton

288.6 85.9 0.3 343.5 340.3 5.5 229.7 4.6 314.8 321.2 192.3 5.8 36.1 0.3 118.1

279.1 3.5 2.1 14 86.9 21.4 27.9 0.3 0.6 1.7 11.7 5.7 76.4 3.1 14

30.2 51.9 7.1 0.2 0.9 54.3 0.8 64 1.2 54.4 0 83.6 8.4 71.4 9.2

856.263 172.1 45.2 385.943 520.367 94.8 269.8 155.6 318.353 386.7 205.1 125.7 146.032 81.4 254.329

1340.763 429.8 357.5 777.343 1060.967 125 555.7 526.7 909.053 1288.2 517.3 473.9 205.532 163 425.829

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Soyabean Maize

Paddy 2.2 103.2 0 0.5 19.5 0 51.6 33.2 0.4 1.3 67.5 4.5 74.3 6.8 153.9 129 0.1 28.3 13.2 51 40.3 5.4 0 35.1 0.4

Total Kharif 303.117 155.6 318.253 485.7 221.9 216.5 96.4 216.2 413.3 335.96 131.4 783.9 154.1

Total 586.817 210 490.453 943.3 651.5 349.8 285.9 631.7 660.4 658.36 298.1 1093.1 330.8

KHARGAON MANDLA MANDSAUR MORENA NARSINGHPUR NEEMACH PANNA RAISEN RAJGARH RATLAM REWA SAGAR SATNA SEHORE SEONI SHAHDOL SHAJAPUR SHEOPUR SHIVPURI SIDHI SINGROLI TIKAMGARH UJJAIN UMARIA VIDISHA

Cotton, Wheat None Soya, Wheat Wheat, Mustard None None None Wheat, Gram Soya, Wheat, Gram Wheat, Soya Wheat Soya, Wheat, Gram Wheat Wheat, Soya Paddy Paddy Soya, Wheat Wheat Wheat None Paddy Wheat Soya, Wheat None Wheat, Soya, Gram

37.7 2.1 254.7 0.4 138.3 149.8 7.8 157.4 314.5 188.6 18.6 406.2 31.8 536.3 136.6 2.1 443 9.5 127.4 0.1 0 39.9 502.8 0.7 372.2

31.2 22.8 50.7 0 0.9 56.8 2.4 5.1 64.4 115.7 0.8 4.2 0.6 27.8 15.1 11.2 58.9 0.9 45.3 9.5 30.6 2.1 6.9 8.3 6.8

578.0384 996.6384 339.2 196.3 535 127.9 395.9 84.5 98.9 127.8 513.6 83.8 402.7 500.1 217.8 823.7 372.5 799.7 137.5 161.6 276.4 888.1 111 986.1

Non-Reported Total

8.9 6776.8

7.8 1340

6.9 1773.5

66.6993

79.4993

13314.8057 26263.11

Ref: Krishinet
52

DISTRICT WISE LAND DETAILS: PART I
Districts Area ('000 Hectares) Total Geo Area Forest Area ALIRAJPUR ANUPPUR ASHOK NAGAR BALAGHAT BARWANI BETUL BHIND BHOPAL BURHANPUR CHHATARPUR CHINDWARA DAMOH DATIA DEWAS DHAR DINDORI GUNA GWALIOR HARDA HOSHANGABAD INDORE JABALPUR JHABUA KATNI KHANDWA KHARGAON MANDLA MANDSAUR 268.95 391.46 467.4 924.5 529.85 1007.8 445.2 277.9 342.7 863 1184.9 728.6 295.9 702 819 358 630.8 456.4 330.6 668.7 383.2 519.8 675.72 493.1 775.6 647 965.6 551.79 52.43 76.44 52.8 505 182.96 396.7 8.9 44.1 202 214 479.5 267.1 29.4 206.6 117 25.2 101.4 111.1 104.8 256.1 52.2 77.7 131.7 100 309.2 168 593.6 38.6 Cultivable Wasteland 10.3 26.79 25.4 28.5 9.79 40.9 11.8 4.7 0.8 70.3 17.6 13.6 10.3 55.3 15 14.3 76.5 23.2 5.1 25.3 13.2 22.6 25.8 39.5 0.2 0.227 21.5 15.7 Net Area Sown 99.64 139 307.1 273.2 228.99 404.6 320.8 153.8 104.4 319.9 484.4 311.4 195.95 388.4 504.5 204.9 314.5 195.7 180.6 300.9 264.2 273.8 359.46 192.7 300.6 405.7 214.3 358.7

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DISTRICTS Total Geo Area MORENA NARSINGHPUR NEEMACH PANNA RAISEN RAJGARH RATLAM REWA SAGAR SATNA SEHORE SEONI SHAHDOL SHAJAPUR SHEOPUR SHIVPURI SIDHI SINGROLI TIKAMGARH UJJAIN UMARIA VIDISHA 501.6 513.6 393.5 702.9 848.7 598.66 486 628.8 1022.8 742.4 656.4 875.4 561 618 666.6 995.4 1039.8 399.83 504 609.87 374.7 730.2

Area (‘000 Hectares) Forest Area 50.6 136.5 94.4 299.7 333.7 17.63 34.3 85.7 298 203.7 172.6 328.2 227.8 60 292.2 330.1 434.8 11.84 68.6 3.1 76.5 109.6 Cultivable Wasteland 22.5 14.6 19.27 60 12.1 29.95 15.2 5.5 10.3 48.9 13 40.2 40.8 10 39.9 74.1 65.7 39.45 22.8 5.8 28.8 17.1 208.8 489 160.4 531.4 Net Area Sown 262.7 303.7 186.84 234.1 431.1 423.05 333 352.2 537.4 341.3 385.2 371.7 172.8 419 157.5 407.88 353.6

Total

31175.63

8574.1

1260.177

14864.81

Ref: Commissioner Land Records, M.P. Govt

54

DISTRICT WISE LAND DETAILS: PART II
Districts Net Area Sown ALIRAJPUR ANUPPUR ASHOK NAGAR BALAGHAT BARWANI BETUL BHIND BHOPAL BURHANPUR CHHATARPUR CHINDWARA DAMOH DATIA DEWAS DHAR DINDORI GUNA GWALIOR HARDA HOSHANGABAD INDORE JABALPUR JHABUA KATNI KHANDWA KHARGAON MANDLA MANDSAUR MORENA 99.64 139 307.1 273.2 228.99 404.6 320.8 153.8 104.4 319.9 484.4 311.4 195.95 388.4 504.5 204.9 314.5 195.7 180.6 300.9 264.2 273.8 359.46 192.7 300.6 405.7 214.3 358.7 262.7 Area ('000 Hectares) Gross Area Sown NA 168 375.4 341.4 271.6 561.1 344.8 225.1 119 404.7 619.9 405.6 230.49 624.4 743.9 273.70 426.40 251.80 316.30 504.40 437.70 371.80 429.47 245.90 384.80 457.46 279.00 558.40 337.30 Net Irrigated Areas 8.94 19.3 115.6 124.7 84.9 115.9 105.1 88.7 36.7 226 126.8 115.8 141.2 193.64 281.9 150 147.8 106.3 139.5 270.3 176.7 117.4 63.63 49.2 122.8 166.93 20.4 188.2 167 Gross Irrigated 8.94 19.30 115.60 141.50 84.90 115.90 105.50 88.70 43.40 226.00 150.40 118.60 143.10 193.60 281.90 154.50 148.00 137.30 139.50 270.30 177.30 133.20 67.75 59.90 122.80 166.93 20.40 189.20 166.70

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DISTRICTS Net Area Sown NARSINGHPUR NEEMACH PANNA RAISEN RAJGARH RATLAM REWA SAGAR SATNA SEHORE SEONI SHAHDOL SHAJAPUR SHEOPUR SHIVPURI SIDHI SINGROLI TIKAMGARH UJJAIN UMARIA VIDISHA 208.8 489 160.4 531.4 303.7 186.84 234.1 431.1 423.05 333 352.2 537.4 341.3 385.2 371.7 172.8 419 157.5 407.88 353.6

Area (‘000 Hectares) Gross Area Sown 388.40 291.11 268.90 510.40 607.71 500.00 478.40 736.30 456.20 607.30 493.70 201.70 721.00 199.10 546.95 481.50 Net Irrigated Areas 177.8 75.7 78.6 210.1 178.8 144.3 86.2 241 125.2 229.7 113.7 20.8 281 113.1 161.62 64.8 Gross Irrigated 178.50 75.90 78.60 210.10 178.80 144.70 96.60 241.10 127.20 229.70 113.70 20.80 282.00 117.80 165.62 71.90

301.00 778.10 194.10 684.10

110.3 199.8 19.4 255.5

145.20 199.80 19.40 255.50

Total

14864.81

20155.79

6558.76

6744.04

Ref: Commissioner Land Records, M.P. Govt

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DISTRICT WISE PUMPS INSTALLED
UPTO 3 Districts HP > 3 UPTO 5 HP > 5 UPTO 10 HP >10 UPTO 20 HP > 20 HP Total

ANUPPUR ASHOK NAGAR BALAGHAT BARWANI BETUL BHIND BHOPAL BURHANPUR CHHATARPUR CHINDWARA DAMOH DATIA DEWAS DHAR DINDORI GUNA GWALIOR HARDA HOSHANGABAD INDORE JABALPUR JHABUA KATNI KHANDWA KHARGAON MANDLA MANDSAUR MORENA

2201 1402 23172 13858 29522 861 1165 6639 36630 65764 19495 6934 7299 21624 449 5707 4178 5211 7953 6309 18810 14127 30118 37076 35391 5949 69761 922

84 11002 1018 26735 13697 3987 15451 7114 923 12256 6300 5418 68883 71706 24 27531 14667 7125 14940 46519 14800 21531 1953 14323 33236 479 18482 8571

13 550 49 2978 2125 9900 182 6063 19 3114 200 756 2032 3375 5 8675 1703 994 2120 1864 1869

4 192 3 427 35 237 19 2344

2 200 1 0

2304 13346 24243 43998 45379

1 12 0 3

14986 16829 22160 37575 81219 26012 13116 78296 97885 481 42521 20573 13356

84 16 7 72 1163 2 459 17 26 166 67 95 161

1 1 1 10 17 1 149 8

99 65 7 11 0 3

25278 54824 35581 35830 32135 55812 73936

54 4311 4501 35 2414 10397

10 99 808 3 80 1668

0 22 1

6466 90759 21559

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UPTO 3 Districts NARSINGHPUR NEEMACH PANNA RAISEN RAJGARH RATLAM REWA SAGAR SATNA SEHORE SEONI SHAHDOL SHAJAPUR SHEOPUR SHIVPURI SIDHI TIKAMGARH UJJAIN UMARIA VIDISHA HP 18834 20925 9071 2539 9159 26022 35302 48835 34560 3281 26521 8232 20859 522 13241 31050 36618 25221 9220 1738

> 3 UPTO 5 HP 27430 20488 1176 16876 40032 41979 3395 6114 10611 43466 3666 219 42042 2534 14046 715 1964 63921 335 9195 > 5 UPTO 10 HP 3001 5211 9 513 509 3583 33 358 102 178 508 18 1022 9312 5140 40 24 5170 10 1174 0 58 64 197 5 33 7 22 6 3 407 6 193 42 0 326 1 85 132 8 7 10 0 93 >10 UPTO 20 HP 100 > 20 HP 5 100 1 98 27 0 9 11 7 19 1 2 220 Total 49370 46724 10257 20084 49791 71781 38744 55351 45287 46966 30702 8474 64550 12374 32752 31855 38613 94648 9566 12285

Total

860277

818959

106213

9819

1365 1796633

*As of March’13 References – R15 Systems, MPSEB

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DISTRICT WISE SUMMARY
Pumps Gross Districts Irrigated ('000 Hectares) ('000 Tonnes) ('000 Tonnes) (Till March 13) Net Rabi Production Net Crop Production Pumps Installed Installed /Removed (April 12-March 13)

ANUPPUR ASHOK NAGAR BALAGHAT BARWANI BETUL BHIND BHOPAL BURHANPUR CHHATARPUR CHINDWARA DAMOH DATIA DEWAS DHAR DINDORI GUNA GWALIOR HARDA HOSHANGABAD INDORE JABALPUR JHABUA KATNI KHANDWA KHARGAON

19.3 115.6 141.5 84.9 115.9 105.5 88.7 43.4 226 150.4 118.6 143.1 193.6 281.9 154.50 148 137.3 139.5 270.3 177.3 133.2 67.75 59.9 122.8 166.93

14.7 315.9 51.9 92.5 168.1 493.3 153.3 44.6 281.6 484.5 257.7 312.3 391.4 540.6 30.2 285.9 371.1 590.7 901.5 312.2 348.2 59.5 81.6 171.5 283.7

76.6 430.7 429.9 307.147 684.502 629.5 309.6 114.568 392.8 1340.763 429.8 357.5 777.343 1060.967 125 555.7 526.7 909.053 1288.2 517.3 473.9 205.532 163 425.829 586.817

2304 13346 24243 43998 45379 14986 16829 22160 37575 81219 26012 13116 78296 97885 481 42521 20573 13356 25278 54824 35581 35830 32135 55812 73936

-12 2942 3393 5664 4373 1554 2651 1339 -1321 9795 -822 1106 10398 -33945 -91 2798 413 1454 4366 6975 2740 4398 11592 5775 6610

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Pumps Gross Districts MANDLA MANDSAUR MORENA NARSINGHPUR NEEMACH PANNA RAISEN RAJGARH RATLAM REWA SAGAR SATNA SEHORE SEONI SHAHDOL SHAJAPUR SHEOPUR SHIVPURI SIDHI TIKAMGARH UJJAIN UMARIA VIDISHA SINGROLI Irrigated 20.4 189.2 166.7 178.5 75.9 78.6 210.1 178.8 144.7 96.6 241.1 127.2 229.7 113.7 20.8 282 117.8 165.62 71.9 145.2 199.8 19.4 255.5 Net Rabi Production 54.4 172.2 457.6 429.6 133.3 189.5 415.5 247.1 322.4 166.7 309.2 176.7 418.6 160.9 21.5 288.7 244.6 403.8 53 148.6 374.5 27.2 583.4 62.7 Net Crop Production 210 490.453 943.3 651.5 349.8 285.9 631.7 660.4 658.36 298.1 1093.1 330.8 996.6384 500.1 217.8 823.7 372.5 799.7 137.5 276.4 888.1 111 986.1 161.6 Pumps Installed 6466 90759 21559 49370 46724 10257 20084 49791 71781 38744 55351 45287 46966 30702 8474 64550 12374 32752 31855 38613 94648 9566 12285 Installed /Removed 693 -9864 739 8277 3265 645 3821 202 330 1028 203 4031 5801 3686 606 -14646 1283 632 3679 188 -9991 203 5739

Non-Reported

12.8

79.4993 Gross: 135387

Total

6735.1

12913

26072.7717

1796633

Net:64695

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BIBLIOGRAPHY
Department of Farmer welfare and Agriculture Development, Govt of M.P. http://mpkrishi.org/ http://mpkrishi.org/krishinet/Compendium/compendium2005-06.asp http://mpkrishi.org/krishinet/Compendium/AreaProduction_DifferentCrop.asp http://mpkrishi.org/krishinet/Compendium/Comp_Page1to56.pdf http://mpkrishi.org/krishinet/Compendium/Comp_Index.pdf http://mpkrishi.org/EngDocs/Agritop/Compendium/chapter1.aspx#Cwfl http://www.mpkrishi.org/EngDocs/AgriTop/Sch/CentrallySponsoredScheme.aspx http://mpkrishi.org/EngDocs/Agritop/Compendium/chap3_firstpart.aspx Madhya Pradesh Vidyut Vitaran Company http://www.madhyavitaran.nic.in/ http://www.mpcz.co.in/portal/Bhopal_home.portal http://www.mpez-electricity-discom.nic.in/ www.mpwrd.gov.in MPSEB R15 System Login http://59.90.139.140/Default.asp?outflg=N India Meteorological Department, Ministry of Earth Science http://www.imd.gov.in/section/hydro/dynamic/rfmaps/doc_rec_hydro.pdf http://www.imd.gov.in/section/climate/jun-sep-rainfall.htm http://www.imd.gov.in/section/hydro/dynamic/rfmaps/mapsmain.html Water Resources Department Madhya Pradesh

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http://www.mpwrd.gov.in/redirecting-mpportal http://www.mpwrd.gov.in/district-wise Madhya Pradesh land records http://landrecords.mp.gov.in/village.asp http://landrecords.mp.gov.in/ Central Ground Water Board, Ministry of Water Resources, Government of India http://cgwb.gov.in/state-reports.html http://cgwb.gov.in/district_profile/mp/narsinghpur.pdf http://cgwb.gov.in/District_Profile/MP/Anuppur.pdf The Soybean Processors Association of India http://www.sopa.org/ www.sopa.org/rf241012.xls www.sopa.org/rf171012.xls www.sopa.org/rf220812.xls Madhya Pradesh growth statistics http://www.madhyapradeshstat.com/agriculture/2/agriculturalarealanduse/152/stats.aspx http://www.madhyapradeshstat.com/agriculture/2/irrigation/145/stats.aspx Central Research Institute for Dryland Agriculture, Indian Council of Agricultural Research http://www.crida.in/ http://www.crida.in/CP-2012/statewiseplans/madhya%20pradesh/MP1-Badwani26.6.2012.pdf Ministry of Micro, Small & Medium Enterprises http://dcmsme.gov.in/dips/Singrauli.pdf

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http://dcmsme.gov.in/dips/DIP_Alirajpur.pdf Ministry of Power http://powermin.nic.in/ Economics And Statistics, Ministry Of Agriculture, Government of India http://eands.dacnet.nic.in/FHP(District).htm Central Water and Power Research Station, Pune http://cwprs.gov.in/ India Meteorological Department (IMD), Pune http://www.imdpune.gov.in/research/ncc/climatebulletin/post_monsoon_2012.pdf Central Water Commission http://cwc.gov.in/ Water Quality Assessment Authority, Government of India http://wqaa.gov.in/Report.aspx Ministry of Water Resources http://wrmin.nic.in/ DIRECTORATE OF ECONOMICS AND STATISTICS http://des.mp.gov.in/ Crop Production Statistics Information System http://apy.dacnet.nic.in/ http://apy.dacnet.nic.in/zone.aspx Madhya Pradesh State Government Departments http://mp.gov.in/directory/ GOVERNMENT OF MADHYA PRADESH

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http://www.mpnricentre.nic.in/GoMP_policy.htm India Agriculture Growth Statistics http://www.indiaagristat.com/default.aspx Madhya Pradesh State Seed Sub-Committee http://seednet.gov.in/Orders/Madhya%20Pradesh%20State%20Seed%20Sub-Committee.pdf India Agriculture Growth Statistics http://www.indiaagristat.com/default.aspx PLANNING COMMISSION, GOVERNMENT OF INDIA http://planningcommission.nic.in/reports/sereport/ser/mpissb/mpissb-ch2a.pdf Forest Survey of India http://www.fsi.org.in/cover_2011/madhyapradesh.pdf International Crops Research Institute for the Semi-Arid Tropics http://www.icrisat.org/vdsa/Include/Document/all-apportioned-web-document.pdf Department of Rural Development http://drd.nic.in/ Ministry of Rural Development (Govt. of India) http://rural.nic.in/ Districts of India http://districts.nic.in/disdetails.aspx?str_state=bXA= India Water Portal http://www.indiawaterportal.org/ MP Forest Department www.mpforest.org
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M.P. Power Management Company Ltd. Jabalpur http://www.mppmcl.com/ National Water Development Agency http://nwda.gov.in Central Water and Power Research Station, Pune, India http://cwprs.gov.in/hwra.htm MP STATE AGRICULTURE MARKETTING BOARD http://mpmandiboard.gov.in/ EBook: Patterns of Agricultural Development in Madhya Pradesh http://books.google.co.in/books?id=bSVSyWwy1usC&pg=PA106&lpg=PA106&dq=madhya +pradesh+crop+pattern&source=bl&ots=2o4610J7Ru&sig=2Pyt7WEVSxvHIrHXJMhQvrag GZU&hl=en&sa=X&ei=Fp5vUZGkJMKKrQfBvoH4Cg&ved=0CEgQ6AEwAQ District Websites http://www.vidisha.nic.in/ http://vidisha.nic.in/other/nomi.pdf http://ujjain.nic.in/ http://mandsaur.nic.in/ http://www.shajapur.nic.in/ http://singrauli.nic.in/Destination_Singrauli.pdf http://dhar.nic.in/rainfall.htm http://alirajpur.nic.in/profile.pdf

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Miscellaneous http://eands.dacnet.nic.in/latest_2006.htm http://www.ncap.res.in/upload_files/others/oth_20.pdf http://dolr.nic.in/dolr/downloads/spsp/Madhya%20Pradesh_SPSP.pdf http://en.wikipedia.org/wiki/Economy_of_Madhya_Pradesh http://mospi.nic.in/mospi_new/upload/as_4.html http://articles.timesofindia.indiatimes.com/2012-10-01/bhopal/34197194_1_ground-waterwater-levels-indiscriminate-exploitation http://gismp.nic.in/GeoSearch/index.html?dc=19 http://articles.timesofindia.indiatimes.com/2012-08-10/bhopal/33136754_1_excess-rainfallcm-rains-normal-rainfall http://www.westernindiastat.com/madhyapradesh/anuppur/agriculture/agriculturallanduse/dis trictsectordata.aspx# http://www.mp.gov.in/wrd/HIS/GW/Comp.html http://www.watermissionmp.org/Orders/chapter-IV.pdf http://www.westernindiastat.com/madhyapradesh/anuppur/agriculture/districtsectordata.aspx http://www.advanceagriculturalpractice.in/w/index.php/Farming_in_Madhya_Pradesh http://www.dit.mp.gov.in/web/guest/agriculture-compendium http://www.nsdcindia.org/pdf/madhya-pradesh-sg.pdf http://www.rchiips.org/pdf/rch3/report/MP.pdf

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