PROJECT REPORT ON

Project report

TOPICS covered

• 1. Corporate profile

• 2. Seed Production (not yet complete)

• 3. Research & Development (not yet complete)

• 4. Seed Processing

• 5. Seed Quality Control

• 6. Seed Marketing

Objectives-

To study the potential of seed market and current status of

nuziveedu seed company in India.

To know the perception of farmers and dealers about

nuziveedu brand and other major competitors.

To study the marketing activities adopted by the company

in India.

To undertake SWOT analysis.

INTRODUCTIONNSL Group -Sri Mandava Venkatramaiah, in 1971

Mr M Prabhakar Rao who took over the reins the seeds business of

the NSL Group in 1982.

The company has its presence in 17 states and markets

approximately 350 varieties of seed products to more than 5.5

million farmers across the country.

About (40-45%) of the total cotton production in the country

can be traced to the cotton seeds developed by Nuziveedu

Seeds.

Currently, besides cotton, Nuziveedu Seeds is also emerging

as leading producer and processor of seeds for field crops such

as paddy, corn, sorghum, pearl millet, sunflower and

vegetables.

Vision

• To be the most preferred Seed Brand in India.

Mission

• To ensure desired quality in all the seeds produced and have

100% satisfied customers

NSL Business Philosophy

To develop the best hybrids to suit the farmer's needs.

To maintain and improve the quality standards across all products.

To ensure consistent and timely supply to the market.

To maintain harmonious relationship with growers, trade, suppliers

and farmers.

To create a working atmosphere to enable the employees grow and

prosper.

To imbibe the philosophy and values of the company in the

employees.

Co-Partners Yaaganti Seeds Private Limited was established in 1996 in

Hyderabad, Andhra Pradesh, India.

Prabhat Agri Biotech Limited (“PABL”) started its

operations in 1992 and has since been at the service of the

Indian farmer.

Pravardhan Seeds Private Limited is engaged in the

production of hybrid seeds. The company was established in

2008

BOARD OF DIRECTORS

Mr. Mandava Prabhakara Rao, Chairman and Managing Director

Dr. Puligundla Sateesh Kumar, Executive Director

Mr. Richard Blaise Saldanha ,Nominee Director of Blackstone,

GPV Capital Partners

Dr. Pamidi Kotaiah, Independent Director

Mr. Muddusetty Gopala Krishna , Independent Director

Mrs. Mandava Asha Priya, Non Executive Director

Mr. Ashok Kumar Jha, Independent Director

Mr. Mandavilli Bhaskara Nageswararao, Independent Director

MANAGEMENT TEAM

• D. V. Ranga Rao, Head – SCM, Nuziveedu Seeds

C. Ramakrishna, VP – R&D, Nuziveedu Seeds

• K. Venkat Rao, VP – Marketing, Nuziveedu Seeds

• Mr Murali Krishna, Company Secretary, Nuziveedu Seeds

• Mukesh Mittal, V P / CEO Subsidiaries, Nuziveedu Seeds

• Mr. Y. Sudheer, DGM, HR, Nuziveedu Seeds

Mr. Lakshmi Narasimhan, Chief Financial Officer

• Tarakeshwar Dhurjati, Vice President (Strategy and Business Coordination

SEED PRODUCTION Annual output of over 60,000 MTs of quality seeds, which is

spread over in about 95,000 acres

2014 about 99,000 loyal seed growers across India have

partnered in producing seeds

25 crops 200 varieties

95000 acres at 28 centers across the country

PRODUCTION AREAS:-

A.P - Kurnool, Nandyal and Eluru.

Telangana -Karimnagar, Mahboobnagar.

Tamilnadu - Selam, Villupuram, Dharmapuri, Tirugondamalai.

Gujarath - Sabarkanta and Banaskanta.

Maharashtra – Akola, Aurangabad and Nanded.

Factors to be considered during seed production

Suitability of variety/hybrid

Climatic factors

Isolation

Best farmers selection

Flowering habit

Diseases and pests

Yield parameters

Product development

Developed hybrids are trailed at TNAU in south and Nagpur in

north

How to start production programme

Planning

Selection of season and production zones

Selection of viable seed pockets in the zone

Good soils with irrigation facility

Compact approach

Selection of coordinators and farmers

Agreements with coordinator and farmers

Procurement price

Compensation

Provision of good foundation seed

Field inspections

Seed production in cotton• Seed rate: 600g female and 300g male

• Isolation distance: 400mts for OPV 200 mts for hybrids

• Spacing: 1.2x 1.2 mts depends on location

• Sowing time

• Telangana : April- May

• A.P : July – August

• Tamilnadu : June- July

• Gujarat and Maharashtra : April – May

• Short duration : 160-165 days

• Long duration : 180-190 days

• Flowering : 50-55 DAS

• Crossing : 50-60 DAS 9.00 am – 3.00 pm

• Emasculation : 4.00 pm- 6.00 pm 7-8/plant

Emasculated – red rings

Crossed : white rings

8-10 members per acre

100 acres one SPO

60-65% seed

Yield 3.5 – 5 quintals

Delinting Bold seed : Acid Small seed : Gas

8-9% loss after delinting

4% loss during processing

1% loss during pin grading

1% loss during hand grading

50% good seed

Samples will be taken during ginning (4) – A sample

Genetic purity – 90% STL – 75%

Selection of coordinators

• Good members

• Financially well

• 1,30,000 – production cost per acre

• 10,000-15,000 for land preparation

• 50,000 – 60,000 for crossings

• Total investment on cotton seed production – 200 crores

• 40,000-50,000 company

• 30,000 grower

• 40,000 coordinator according to the agreement

• 400-500 rupees for producing 1kg of seed

• Per kg 40 rupees commission to coordinator

• Total 300 acres under one coordinator

• 10-20 rupees for removal of offtypes

Form-1 history of farmer

SPO – inspects 8-10 villages per day

Sowing – to allot lot numbers to check isolation distances

55 DAS - First FIR

90-100 DAS - second FIR details of crossing

130-140 DAS - Yield Estimation Report

Accord with the Growers

commitments at all times. They provide the seed growers with:

Timely supply of foundation seeds.

High Quality standards of foundation seeds, that makes it easy forseed growers to maintain minimum standards.

Frequent field inspections, that help to monitor quality and givetechnical support to farmers helping them maximize production andminimize costs.

Timely communication of quality test results.

CROPS Cotton: Mallika, Bhakthi, Malini, Sona , Suraksha, Balvan,ShalimarMallika gold, Raghava, Badra.

Paddy: Pawan, Raja, Divya, Champion, Vinar, Bhasha, Karishma,kohinoor, mothi, Mothigold, sourab,Rana, Soja, suma.

Maize: Sanni, Mallika, Sandya, Shreshta, Marshal, Suwarna , Ajay,Band, Showry, Thrupthi.

Bajra: Balwan, Prathap.

Jowar: Sona, Krishna.

Sunflower: Shreshta, Swathi, Sanaldat.

PROCESSING & CONDITIONING• Processing flow chart

Receiving

Pre cleaning

Fine cleaning

Gravity separator

Destoner

Seed treater

SEED PROCESSING & CONDITIONING ACTIVITY

FOR COTTON, MAIZE AND OTHER CROPS

CIMBRIA MACHINERY

PROCESSING UNITS

16 locations having a total processing capacity of 148 TPH (Tonnes per

hour) spread over an area of 798000 Sft.

Conditioned godowns have a storage capacity of 20,308 MT.

Gas Delinting plant at Kallakal.

processing plants are located at Kompally , Gundlpochampally village

(Rangareddy Dist), Kareemnagar, Kothur, Nandigram, Kalakal,

Tukkulur, Chinakondrupadu, Vijayarai in Andhra Pradesh.

Gadchiroli , Akola and Aurangabad in Maharashtra.

Rudrapur in Uttarakhand.

Idar in Gujarat and

Bargarh in Odisha.

COB DRYING

Cob drying specialized unit is at Kothur having a capacity of

3250 MT/Batch

Vijaiarai a capacity of 1000Mt/Batch.

Cob Drying Plant has the ability to dry Maize Crop from 30%

moisture level to 12% moisture level

400 tonnes –fuel

300 tonnes- gas

Producer gas – 2Rs/kg for drying

1 tonne reduces to half after drying

3Rs/kg shank

RECEIVING

WET COBS UNLOADING

COB SORTING ON SORTING CONVEYOR

COB DRYER

SHELLER -20T/H

Receiving bin

Precleaner

Fine cleaner Screens

SCREEN SIZES

Screen Paddy Maize Jowar

Top I 7.5 13 8

Top II 3 12.5 5

Bottom I 1.25-1.8 2.5-3 2.5-3

Bottom II 1.25-1.8 2.5-3 2.5-3

Precleaner: (mm)

Screens Paddy Maize Jowar

Top I 7.5 (round) 13 7-7.5

Top II 3 (slot) 12 5

Bottom I 1.25-1.8(round) 6.5-8 3

Bottom II -do-(R , S) -do- 2.5-3

Bottom III -do-(R ,S) -do- -do-

Bottom Iv -do (R ,S) -do- -do-

Fine cleaner (mm)

Types of screens

Gravity separator

Destoner

Stone

Seed treater

Seed treatment chemicals

Maize

• Metalaxyl- 2ml /kg seed

• Thiomethaxam - 2ml /kg seed

• Revenge - 40 g/T seed

Paddy

• Thiram - 2ml /kg seed

• Revenge - 40 g/T seed

Sequence in packing

Automatic packing machine

Packaging material

Automatic labeler

Packet sizes

• Paddy- 10 kg

• Cotton- 450 g

• Maize- 5 kg

• Bajra- 1.5 kg

• Sunflower- 2 kg

SEED STORAGETemperature levels of 15 C (+ or 1) and Relative Humidity

40% (+ or 2-3%)

Dehumidification equipment which are backed by 100% power

back-up support.

Air conditioned godown with 20308 MT capacity near

Hyderabad.

Normal storage capacity of all the plants is around 86000 MT.

20-25 paise /kg/month –AC charges

storage

Psychrometer

Stacking

• Restacking will be done for every 8 months.

• Stack height should not be more than 12 ft.

• July, August, September are crucial for seed

industry.

• In these months they will do weekly once

spraying by changing chemicals.

Nuvon 5ml /lt

Deltamethrin 3 ml /lt

QUALITY CONTROLQuality Assurance

• The Quality Policy Nuziveedu Seeds ensures meeting world classquality standards so that the farmers get optimal yields that maximizetheir profitability.

• Quality Control & Quality assurance:

Is implemented in the fields during the production period and at theprocessing plant after the produce reaches the designated plants.

• In the field, the quality assurance team inspects the seed cropsindependently at the critical stages of hybridization operations as acheck in parallel to normal inspections carried out by the productionteams.

• Besides, keeping total quality management in view, Seeds are passedthrough two major quality assessment tests which include STL andGrow Out Test (GOT).

• After the seed lot reaches the plant, samples are drawn and sent toSTL and GOT Centres.

Seed Testing Laboratory (STL):

Moisture test, physical purity, other distinguishable varietiespresence, germination and vigour tests.

Four seed testing labs

Kompally two labs, (kompally lab was accrediated by theInternational Seed Testing Association (ISTA) in (2014).

Annually around 3, 00,000 of samples are tested for germination,physical purity, and moisture content.

25000 samples are tested for vigour

5% of the lots are coded and tested at different labs the results are decoded and compared by the AGM to ensure the correctness of the results from STLs.

Activities done in STL

Receiving

Registration

Moisture analysis

Purity analysis

Germination

Reporting of results

Crop Submitted Sample(g)

Working sample(g)

cotton 350 35

Paddy 700 70

Maize 1000 900

EVALUATION

Accelerated ageing test

Crop Temp time RH Wt

PADDY 72°C 42 h 100% 10 g

MAIZE 72°C 42 h 100% 40 g

JOWAR 72°C 42 h 100% 10 g

SUN FLOWER 72°C 40h 100% 10 g

BAJRA 72°C 42h 100% 10 g

GROW OUT TEST (“GOT”)

About 52,000 lots of samples are tested in more than 500acres.

COTTON-SR Puram, Ranibennur, Kallakal, Nuziveedu&Guntur

PADDY- Renjal, Attur

VEGETABLES- Bangalore

COLE CROPS- Sonepet

100% seeds are not tested but 10-20% are tested in maize

COTTON

Sampling of seeds 15th October MINIMUM OF 250- 400g

Sowing – first week of December

Spacing- 45x20 cm

10 DAS population is to be taken

45-60 DAS morphological characters

The GM (Genetically Modified) Crops undergo the ELISATest to ensure Gene Purity

Bajra

OFFTYPE ORIGINAL CHARACTER

BASED ON LEAF COLOUR

Based on silk colour

ELISA TEST• KIT COMPONENTS

• 100 plates of 96 wells coated with anti- Cry 1Ac/Ab antibody

• Extraction buffer concentration (10x)

• Wash solution concentration (10x)

• TMB substrate

• Stop solution

• Cry 1 Ac positive control

• Cry 1 Ac negative control

• Cry 1 Ac/Ab conjugate

BRIEF PROCEDURE

• Crush leaf in 0.5ml extraction buffer or 1 seed in 1 ml extraction

buffer. Mix well and incubate for 30 minutes at room temperature.

• Allow solid to settle down and transfer 50 micro litre extract to

individual well of a micro titer plate. Add 50 micro litre positive

control in one well and 50 micro litre negative control in another

well.

• Add 50 micro litre conjugate in all the wells. Mix well

• Incubate for 40 minutes at room temperature.

• Wash wells 4 times with wash solution.

• Add 100 micro litre substrate.

• Incubate for 20 minutes at room temperature.

• Add 100 micro litre stop solution and read at 450 nm.

INTERPRETATION

o Cut off :- Negative control absorbance +0.1

o Negative:- Samples showing absorbance below cut off value

o Positive:- Samples showing absorbance above cut off value

MARKETING

Seed marketing is one of the most vital components of seed company.

In the narrow sense, seed marketing refers to the actual acquisition and

selling 'of packed seeds, intermediate storage, delivery and sales

promotional activities.

Preparation of seed supply plan for Kharif and Rabi seasons.

Arrangement for positioning of different crop varieties in the sale points of

the districts.

Arrangement for procurement of non-available crop varieties through

tender process on consignment basis.

Appointment of Dealers, distribution net-work etc.

Compilation of daily, fortnight sale reports for onward submission to higher

authorities.

Seed marketing comprises the following:

1) Demand forecasts (assessment of effective demand)

2) Marketing structure.

3) Arrangements for storage of seeds.

4) Sales promotional activities.

5) post-sales service.

6) Economics of seed production and seed pricing.

In making demand forecasts , the following factors

must be considered carefully :-

(a) Total cultivated acreage, seed rate, quality replacement period and

assessment of total potential seed requirement of each of the important

crops.

(b) Impact of extension efforts on the introduction of improved production

techniques, and future plans for promotion.

(c) Current acreage under high yielding varieties and amount of seed sold.

in the last year.

(d) Cultivator preferences for .varieties, package size, kind of packing"

quality and price.

(e) Number and size of competitors.

(f) Kinds of publicity and sales promotion that are most effective.

Marketing Structure :-

(Establishment of effective channel for seed distribution)

• The key to success in seed marketing is the establishment of effective

channel of distribution.

• The various channels through which seed can be marketed vary

greatly according to the needs of the seed company

.

DISTRIBUTION CHANNELPRODUCTION CENTRE

PROCESSING PLANT

MARKETING DEPOS

DISTRIBUTORS

PREFERRED DEALERS

DEALERS

FARMERS

Promotional Media

(a) Newspapers

(b) Cinema slides

(c) Hoardings

(d) Radio

(e) Melas.

(f) Field demonstrations

Factors affecting seed marketing

1. Clear-cut policy.

2. Availability of well-identified and adapted varieties.

3. Adequate production.

4. Official programme.

5. Demand forecast.

6. Market intelligence

7. Transport, and storage arrangements.

8. Nature of product.

9. Quality control programme.

10. Publicity.

11. Financial rewards.

SWOT ANALYSIS

Strengths Good Quality hybrid seeds

Wider product line

Farmers and Seller’s satisfaction with yield

Strong research and development

Strong capacity for processing and packaging .

WeaknessLess number of field staff as compared to sale.

Opportunities Area under vegetables is increasing

Rising demand of vegetable seeds

Strong backup of R & D facility

Company can provide good quality seed, high yielding

varieties, disease and pest resistance varieties

Small and marginal farmers.

ThreatsIncreasing competition in seed industry.

New entry of Multinational companies in seed market.