2021

Summer
Internship Program

Herbicide
Project

Report
Farmers Perception of using
Non-selective Herbicides on Herbicide
Tolerant Rice Crop
 SUMMER INTERNSHIP PROGRAM - 2021

Herbicide Project Titled

Farmers Perception of using Non-selective Herbicides on Herbicide

Tolerant Rice Crop

Project Lead: Submitted by:

Mr. Dinesh Reddy Pawan Reddy
(Product Manager-Herbicide) (FABS, Hyderabad)

Project Guide:
Mrs. Veena Vadlakonda
(Sr. Business Analyst)
Mr. Ashok Kumar Muddada
(Manager-BI | Marketing)
 Farmer’s perception of using non-selective

herbicides on herbicide tolerant rice crop

Project Report

Submitted in partial fulfilment of the requirements for the award of POST GRADUATE

DIPLOMA IN MANAGEMENT- ABM

Submitted

By

G. Pawan Santhosh redde

Under esteemed guidance of

Prof.R. Veerin kumar

Associate professor.

Sagar Group of Institutions, Sitech Road, Chevella, Ranga Reddy District, 501503.
 Adama India Pvt. Ltd.

Date: 19 July 2021

CERTIFICATE

This is to certify that Mr. Pawan Reddy from FABS, Hyderabad completed their Summer

Internship from 3rd May 2021 to 3rd July 2021 and prepared a project report titled “Farmers

Perception on using Non-selective Herbicides in Herbicide Tolerant Rice Crop” with the

help of primary and secondary sources under my supervision and guidance.

Ms. Veena Vadlakonda Mr. Ashok Kumar Mr. Dinesh Reddy

Senior Business Analyst Muddada Product Manager -

ADAMA India Pvt. Ltd. Manager-BI | Marketing Herbicide

ADAMA India Pvt. Ltd. ADAMA India Pvt. Ltd.

 Date: 19 July 2021

DECLARATION

This is to declare that I, Pawan Reddy, a student of Post Graduate Diploma Programme in

Agri-Business Management (2020-2022) from FABS, Hyderabad have given the original

data, information maintaining full confidentiality to the best of my knowledge in the project

report titled “Farmers Perception on using Non-selective Herbicides in Herbicide

Tolerant Rice Crop”. No part of this information has been used for any other assignment but

the partial fulfilment of the requirements towards the completion of the said project.

Pawan Reddy

FABS, Hyderabad
 Date: 19 July 2021

ACKNOWLEDGEMENT

We have immense pleasure in the successful completion of our project titled - Farmers

Perception on using Non-selective Herbicides in Herbicide Tolerant Rice Crop. We

extend our sincere gratitude to everyone whose cooperation and valuable guidance we

received during the project work. We express our sincere and deepest gratitude to ADAMA

India Pvt. Ltd. for giving us this opportunity to learn. This project helped us to get an insight

into the Agri- Input Sector in India.

We owe a great deal to FABS-Hyderabad for laying the building blocks of logic and

pragmatism in our life. This report is a reflection of these values. We express our sincere

gratitude especially towards Mr. Dinesh Reddy - Product Manager (Herbicide), Ms. Veena

Vadlakonda - Senior Business Analyst at ADAMA India Pvt. Ltd. Mr. Ashok Muddada -

Manager-BI, and for their inspiring and affectionate guidance, unending benevolence, and

constant encouragement during the summer project. We are also thankful to the ADAMA

family for their kind support and cooperation Last but not least, we bow our head in front of

the almighty and our parents who have always been the torchbearer for us throughout our

work, by showing us the right path and boosting our morale to bring the best out of us.

Pawan Reddy

FABS, Hyderabad
 TABLE OF CONTENT

EXECUTIVE SUMMARY.......................................................................................................................... 1

INTRODUCTION....................................................................................................................................... 2

OBJECTIVE & HYPOTHESIS.................................................................................................................. 7

OBJECTIVE:...........................................................................................................................................................7

EXPECTED OUTCOMES:......................................................................................................................................7

REVIEW OF LITERATURE...................................................................................................................... 8

RESEARCH METHODOLOGY................................................................................................................ 9

A. RESEARCH DESIGN.......................................................................................................................................9

B. STUDY AREA / STUDY CONTEXT...................................................................................................................9

C. DATA TYPE.................................................................................................................................................11

D. SAMPLE DESIGN..........................................................................................................................................11

DATA ANALYSIS & INTERPRETATION.............................................................................................. 14

A. DEMOGRAPHIC PROFILE......................................................................................................................14

B. INFORMATION ABOUT FARMERS’ RICE FIELD...............................................................................16

C. INFORMATION ABOUT WEEDS IN RICE FIELDS, THEIR DAMAGE, AND CONTROL

PRACTICES...................................................................................................................................................22

D. PERCEPTION OF FARMERS ON HT RICE VARIETY.........................................................................29

GENERAL FINDINGS............................................................................................................................. 33

CORRELATION ANALYSIS................................................................................................................... 34

SWOT ANALYSIS.................................................................................................................................... 37

FINAL RECOMMENDATIONS............................................................................................................... 38

4P’S STRATEGY..............................................................................................................................................39
QUESTIONNAIRE................................................................................................................................... 40

REFERENCE............................................................................................................................................ 42

LIST OF FIGURES

FIGURE 1 INDIA RICE MARKET PRODUCTION IN MILLION METRIC TON INDIA 2016-2019....................................2

FIGURE 2 INDIA RICE MARKET EXPORT VALUE IN USD THOUSAND INDIA 2016-2019.......................................3

FIGURE 3 DIRECT SEEDED RICE INFORMATION.....................................................................................................4

FIGURE 4 DIAGRAMMATIC REPRESENTATION OF SAMPLE SIZE STATE WISE.........................................................12

FIGURE 5 DISTRICT WISE COLLECTED DATA........................................................................................................13

FIGURE 6 AGE OF FARMER.................................................................................................................................14

FIGURE 7 EDUCATION..........................................................................................................................................15

FIGURE 8 RICE LAND-HOLDING SIZE...................................................................................................................16

FIGURE 9 RICE VARIETY......................................................................................................................................17

FIGURE 10 YIELD PER ACRE................................................................................................................................18

FIGURE 11 METHOD OF SOWING..........................................................................................................................19

FIGURE 12 SOURCE OF INFORMATION..................................................................................................................20

FIGURE 13 RICE SEED COST PER ACRE...............................................................................................................21

FIGURE 14 WEED TYPE........................................................................................................................................22

FIGURE 15 METHOD OF WEED CONTROL............................................................................................................23

FIGURE 16 NUMBER OF LABOR DEPLOYED.........................................................................................................24

FIGURE 17 HERBICIDE COST PER ACRE..............................................................................................................25

FIGURE 18 TOTAL COST (HERBICIDE + MANUAL WEEDING)...............................................................................26

FIGURE 19 PROPORTION OF TOTAL COST FOR WEED CONTROL METHOD...........................................................27

FIGURE 20 SATISFACTION WITH THE USE OF HERBICIDE.....................................................................................28

FIGURE 21 INITIAL REACTION OF FARMERS........................................................................................................29

FIGURE 22 HT FARMER ADOPTION CURVE........................................................................................................30

FIGURE 23 FARMER’S INTEREST TO PURCHASE HT RICE.....................................................................................31

FIGURE 24 TOTAL ACREAGE VS HT RICE DURING FIRST YEAR...........................................................................32

FIGURE 25 CORRELATION ANALYSIS – HEATMAP...............................................................................................35

FIGURE 26 CORRELATION ANALYSIS - GRAPH....................................................................................................35

FIGURE 27 SWOT ANALYSIS..............................................................................................................................37

LIST OF TABLES

TABLE 1 INDICATORS AND VARIABLES..................................................................................................................7

TABLE 2 TABLE PRODUCTION & SHARE % DATA................................................................................................10

TABLE 3 STATE WISE COLLECTED DATA.............................................................................................................12

TABLE 4 VARIABLES AND ITS CODE....................................................................................................................34

TABLE 5 CORRELATION ANALYSIS - TABLE........................................................................................................36

 EXECUTIVE SUMMARY

I. Title: “Farmers Perception of using Non-selective Herbicides on Herbicide Tolerant Rice Crop”

II. Organization: ADAMA India Pvt. Ltd.

III. Project Lead: Mr. Dinesh Reddy

IV. Project Guide: Ms. Veena Vadlakonda, Mr. Ashok Kumar Muddada

V. Student’s Name: Pawan Reddy (FABS, Hyderabad)

The research is conducted on the topic “Farmers Perception on using Non-selective Herbicides in

Herbicide Tolerant Rice Crop”. The project aims to study & analyze the farmer apprehensions and

behaviours in adopting herbicide-tolerant rice varieties. By knowing the perception of farmers regarding the use

of Imazethapyr in herbicide-tolerant rice varieties gives us insight about what is the exact status of the new

product is going to be. These insights are very much helpful for understanding what can be done further to

improve the product. Then, a virtual survey, which provides a practical and real picture of the farmers. An

important part of the survey was that the observations were very diverse. The survey was conducted in 4 states-

Madhya Pradesh, Chhattisgarh, Haryana, Andhra Pradesh. Our expected outcome was to prepare an effective

strategy based on the information received for better adaptation of the HT technology and ensure Adama's non-

selective herbicide is well accepted. Our sample size is 1800 farmers and it is divided into 2 groups based on

region and type of sowing. We used a stratified random sampling method for our survey. Out of 1800 farmers,

we got 416 correct responses which are helpful for the survey. Due to covid situations, we were not able to get

more responses over the telephone. The majority of the farmers who responded are using herbicides. We

observed that local retailers and fellow farmers are the prime sources of information about seed varieties for

farmers.

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 INTRODUCTION

General:

Rice is the most important cereal food crop of India, occupying one-fourth of the gross cropped area of

the country. As the basic food crop, rice is cultivated comfortably in a hot and humid climate. In the country,

the crop is mainly grown as a Kharif crop in rainfed areas that receive heavy annual rainfall.

According to the FAO, the rice production in India was 177.6 million metric tons in 2019. India is that the

second-largest rice producer within the globe after China, with quite 11.0% of the worldwide production share.

The cultivation of high-yielding rice varieties like IR 64, CR 2301, Kudrat 5, etc, leads India because the

second-largest rice producer within the globe after China which is having 211.4 million metric tons in 2019.

Rice production within the country has increased by 3.5 times within the last 60 years. Higher demand for wild

rice from North America and European regions including a good climate is supporting the expansion of the

market. This also ends up in higher productivity than other Asian countries like Thailand and Pakistan. Major

rice-producing states in India are Chhattisgarh, West Bengal, Uttar Pradesh, Andhra Pradesh, Punjab, Haryana,

Tamil Nadu, Odisha, and Bihar.

Market Trend:

Production:

Figure 1 India Rice Market Production in Million Metric Ton India 2016-2019

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India is one of the highest ten rice-producing countries within the Asia-Pacific, which is endowed with a wet

environment suitable for rice cultivation. Rice-based farming is that the most economic activity for several

many poor rural farmers within the region. the main rice varieties grown in India include parboiled rice,

broken rice, Sella rice, Swarna Rice, Sona masoori rice with a share value of 12.9%, 5.3%, 2.2%, 1.5%,

and 1% respectively. India is well-known for both basmati and non-basmati rice production. there's a rise of

8.5% within the total rice production from 2016-2019 and projected to grow further thanks to the broader

adoption of high-yielding rice varieties within the country.

Market Export:

High Demand for Indian rice across the world

Figure 2 India Rice Market Export Value in USD Thousand India 2016-2019

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According to ITC trade Map, in 2019 India has been the top exporter within the global rice trade, accounting

for 29.3% of the worldwide rice exports. according to the ITC Trade Map, Iran, Saudi Arabia, Iraq, United

Arab Emirates, and other Middle East countries are the main importers of rice from India. there's a high

demand for the Indian basmati rice variety within the European Union and therefore us which is further

boosting the rice export from India. With the increasing demand for rice globally, exports are increasing from

India. there's a growth of 6.0% once a year in the exports values between 2016-2019. The country exported

9,819.0 thousand MT of rice in 2019. Furthermore, the growing consumption of rice in emerging and

developing nations across the globe may drive the expansion of rice exports during the forecast period.

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Adoption of sowing method i.e., Direct Seeded Rice (DSR):

The two main methods are — dry DSR (in which rice seeds are sown by
drilling in dry soil) and wet DSR (in which sprouted seeds are sown in wet
soil).
Globally, around 23 per cent rice was directly seeded in 2007, according
to the study ‘Weed Management in Direct Seeded Rice’, published in
Advances in Agronomy in 2011.
Also estimated that about 10% of India’s 44 million ha under rice
cultivation is through DSR.

Benefits:
 In Punjab, for instance, the groundwater declined in about 85 per cent
of the state between 1984 and 2016, according to Central Ground
Water Board data. In such a scenario, DSR can help reduce water
consumption by as much as 35 per cent, according to the 2011 study
in Advances in Agronomy.
 The study was an analysis of 77 published studies from across the
globe. It also stated that DSR can reduce labour needs by 60 per cent
and the cost of production by $30-51 per ha. The transplanting
technique is also a major source of methane, a greenhouse gas.
Drawbacks:
 Rain immediately after seeding can reduce availability of soil nutrients
and damage the crop.
 Germination stopped on at least 30 per cent of my field after the
untimely rain.
 If we sow the seeds to deep then it will not emerge.
 Weed emergence is high as compare to Transplanting method.

Source: www.downtoearth.org.in

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 Figure 3 Direct Seeded Rice Information

Herbicide Tolerant (HT) Rice Crop:

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What is Herbicide Tolerant Rice crop?

Herbicide tolerance is a plants’ ability to withstand a particular chemical herbicide such as Non-selective

Herbicides.

Why do we need Herbicide-tolerant Rice variety?

Increased water and labor scarcity in major rice-growing areas warrant a shift towards direct-seeded rice

cultivation under which management of weeds could also be a serious issue. The use of broad-spectrum non-

selective herbicides is an efficient means to manage weeds. Availability of rice genotypes with complete

tolerance against broad-spectrum non-selective herbicides could also be a pre-requisite for advocating the use

of such herbicides

Direct-seeded rice (DSR) is a potential technology for sustainable rice farming. However, a higher incidence of

weed under DSR limits productivity. Therefore, there is a need to develop herbicide-tolerant (HT) rice varieties.

Beneficial Parameters of Herbicide Tolerant Rice Crop:

 It gives a high yield as this variety is hybrid.

 It reduces the labor cost for sowing also at the time of weed control.

 It can be grown in any season.

 It is tolerant of non-selective herbicides.

 It reduces water wastage.

Use of Non-selective herbicides on HT Rice Crop: non-selective herbicides are chemicals that are designed to

kill or damage all plants that it comes into contact with. By spreading a non-selective herbicide, you are almost

guaranteed to wipe out any vegetation (whether broadleaf or grassy weeds) present on the application site with

single spraying.

The use of non-selective herbicides is the most effective and economical option to control weeds. However, the

non-selective herbicides that are safe and effective at minimal doses should be used to ensure environmental

safety. If Rice crop having tolerance to that non-selective herbicide will stand in the field even spraying

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happened. The result will like all other broad leaf’s as well as grassy weeds will be killed. Ultimate reduction of

manual weed control also rice crop will give a high yield.

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 OBJECTIVE & HYPOTHESIS

Objective:

Understand farmer apprehensions and behaviors in adopting herbicide-tolerant rice varieties.

Expected Outcomes:

Prepare an effective marketing strategy based on the information received for better adaptation of the HT

technology and ensure Adama Imazethapyr is well accepted.

INDICATORS & VARIABLES

Objectives Indicators Variables

Understand farmer Demographic information

Rice Field Information
apprehensions and Weeds and herbicide in rice crop
Farmer apprehensions and Perception of a farmer on HT rice variety
behaviours in adopting
behaviours
herbicide-tolerant rice

varieties
Table 1 Indicators and Variables

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 REVIEW OF LITERATURE

In South-East Asian countries, where rice is primarily cultivated by transplanting, DSR holds great

promise because it's going to be possible water and labour-saving technology, which offers the likelihood of

saving a huge amount of water and labor needed for puddling and transplanting. However, DSR cultivation

suffers from high weed infestation. Weeds pose a big threat by competing with the crop for water, nutrients,

and light-weight, thereby hampering productivity (Powles and Yu 2010). In India, up to 30% of the whole cost

of rice cultivation goes to controlling weeds (Rao et al. 2015). it's been demonstrated that with effective weed

management, the yields from DSR are widely like transplanted rice (Pathak et al. 2011).

The utilization of herbicides is that the simplest and economical option to control weeds (Anderson and

Georgeson 1989).

However, the herbicides that are safe and effective at minimal doses should be wont to ensure environmental

safety. Imidazolinone group of non-selective herbicides (imazapyr, imazapic, imazethapyr, imazamox,

imazamethabenz and imazaquin, etc.), control weeds by inhibiting the enzyme acetohydroxyacid synthase

(AHAS), also called acetolactate synthase (ALS). AHAS could even be a critical enzyme for the biosynthesis of

branched-chain amino acids namely, leucine, isoleucine, and valine in plants. These herbicides, even have low

mammalian toxicity because of the lack of the AHAS gene (Tan et al. 2006; Piao et al. 2018). thanks to the

above benefits, the herbicides of the imidazolinone group are most generally used for weed control in crops like

soybean, groundnut, etc., which possess natural tolerance to those herbicides. However, crops like rice, maize,

wheat, oilseed rape, and sunflower, etc. are sensitive to imidazolinones. Several variants of AHAS genes

conferring imidazolinone tolerance are developed through mutagenesis and selection in several crops and

commercialized as Clearfield® crops since 1992. Imidazolinone herbicides control a broad spectrum of grass

and broadleaf weeds in imidazolinone-tolerant crops, including weeds that are closely related to the crop itself

and a couple of key parasitic weeds (Tan et al. 2005).

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 RESEARCH METHODOLOGY

A. Research Design

Descriptive research aims to accurately and systematically describe a population, situation, or

phenomenon through characteristics, frequencies, and categories. This research is more concerned with What

rather than how or why something has happened. Therefore, observation and survey tools are often used to

gather data. We use this methodology to gather the data having different phenomena and their characteristics.

So, we can analyze it and can describe various phenomenon on buying behaviour of Herbicide Tolerant Rice varieties.

And can create various decisions to promote and market New HT Rice in the market.

Descriptive method of research design (proving the hypothesis whether to accept or reject) It can help collect

the required data by taking the survey. Due to COVID-19 Wave 2 nd Pandemic by taking care of safety issues we

are taking the telephonic survey.

When a sample consists of more than one variable. Descriptive Analysis may be used to describe the

relationship between pairs of variables and we can use the following measures to show our result in a genuine

manner

• Cross-tabulations and contingency tables

• Graphical representation

• Quantitative measures of dependence

• Descriptions of conditional distributions

Because our sample size was too big so by using this type of research methodology, we can know the farmer

apprehensions and behaviours in adopting herbicide-tolerant rice varieties.

B. Study area / Study context

I. It is restricted to Rice Crop only

II. Survey location

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 Haryana

Chhattisgarh

Madhya Pradesh

Andhra Pradesh

The HT rice variety we are doing the market research on depends on the Direct Seeding of Rice (DSR) type

of sowing of Rice. So, we need to survey the Farmers having Direct seeding of rice (DSR) and given states are

emerging in this type since from 2016-17.

The Punjab government, on April 16, 2020, issued a statement citing a Punjab Agricultural University (PAU)

study asking farmers to shift to DSR.

“Since June, when Kharif sowing started, 0.7 million ha has been brought under DSR in Punjab, said the state

government, according to media reports. The government did not try hard enough to popularise DSR all these

years. But COVID-19 has done the trick,” said BS Rajewal, president of Bharatiya Kisan Union’s Rajewal

faction in Punjab.

“Bihar is also moving towards adopting DSR. So are Chhattisgarh, Andhra Pradesh, Tamil Nadu, and small

areas in Madhya Pradesh and Haryana,”

According to www.agriexchange.apeda.gov.in from 2017-18 data

Sr. No. State Production Share %

(000 Tonnes)
1 Andhra Pradesh 8,180 7.24
2 Chhattisgarh 4,730 4.19
3 Haryana 4,520 4.00
4 Madhya Pradesh 4,120 3.65
Table 2 Table Production & share % data

C. Data Type
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 I. Primary Data

Production of rice – Grower/ Farmer

Due to Pandemic, we are going to take the telephonic interview with a structured questionnaire as the

final methodology adopted for the primary data collection.

a. Pilot survey – It is a sort of primary visit that require a small number of total samples we surveyed

of

35 from Andhra Pradesh,

27 from Madhya Pradesh and Chhattisgarh and

25 from Haryana.

It is done for correction and suggestions in the questionnaire.

b. Final Survey – we need to survey on an average of 450 DSR Farmer surveys in total.

II. Secondary Data

We are taking secondary data from published sources like company websites, a government website,

annual reports, news magazines, articles, and the internet.

D. Sample design

I. Sampling Technique

Simple Random Sampling. A simple random sample takes a small, random portion of the entire population

to represent the entire data set. Simple random sampling is meant to be an unbiased representation of group. It

is considered a fair way to select a sample from a larger population since every member of the population has

an equal chance of getting selected. Our total sample size was 1800 farmers and we have collected 416

potential farmer responses(strata).

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 II. Sample Size

Sample Size as per location

Sr. no. States Total number of responses

1 Chhattisgarh 147
2 Madhya Pradesh 111
3 Andhra Pradesh 105
4 Haryana 53
Total Responses 416
Table 3 State wise collected data

Figure 4 Diagrammatic representation of sample size state wise

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Figure 5 District wise collected data

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 DATA ANALYSIS & INTERPRETATION

A. DEMOGRAPHIC PROFILE

1. Age of Farmer:

Figure 6 Age of Farmer

 Inference:

Haryana (53) – 54.7% farmers having 25-44 age group whereas there are no any seniors.

Chhattisgarh (147) – 54.2% farmers having 25-44 age group.

Andhra Pradesh (105) – 52% farmers having 25-44 age group.

Madhya Pradesh (111) – 94% farmers having 25-44 age group.

 Findings:

Farmers in Age group 25-44 is in majority, so it can be targeted, as they can easily understand new

products and can make decisions on HT rice variety.

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2. Education:

Figure 7 Education

 Inference:

Haryana (53) – 38% farmers are illiterate whereas 62% are literate and able to read and write.

Chhattisgarh (147) – each 1/3rd farmers having same education status.

Andhra Pradesh (105) – very less around 3% farmers are literate whereas 61% farmers able to read and

write.

Madhya Pradesh (111) – 100% farmers are literate and able to read and write whereas no farmers are

illiterate.

 Findings:

The majority of Farmers are literate and can read and write as they belong from the 25-44 age group

and shows interest towards adaptation of new HT rice variety.

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 B. INFORMATION ABOUT FARMERS’ RICE FIELD

3. Rice Land-holding Size:

Figure 8 Rice Land-holding Size

 Inference:

Haryana (53) – 51% farmers having medium scale rice cultivation area which is 11–25-acre range.

Chhattisgarh (147) – 32.7% of farmers cultivate rice in the medium-scale area.

Andhra Pradesh (105) – 31% farmers do cultivation in a small area like 2.5-5 acre range.

Madhya Pradesh (111) – 31% farmers do cultivate rice in the 11-25 acre range.

 Findings:

The majority of Farmers are marginal, small, and semi-medium and comes under 10 Acre

landholdings. So, under 10-acre landholders will be our main priority.

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4. Rice Variety:

Figure 9 Rice Variety

 Inference:

Haryana (53) – All farmers do use Basmati varieties like 1121, 1509, etc.

Chhattisgarh (147) – 75% farmers use non-basmati whereas still, 24% use both.

Andhra Pradesh (105) – All farmers from AP use non-basmati rice for cultivation.

Madhya Pradesh (111) – 56% of farmers use basmati whereas 25% use non-basmati.

 Findings:

Chhattisgarh and Andhra Pradesh can be targeted for marketing HT Rice as the use of non-basmati

rice are major in both areas.

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5. Yield Per Acre:

Figure 10 Yield Per Acre

 Inference:

Haryana (53) – 88.7% farmers do produce 11-20 qt/acre whereas some farmers are good to produce 21-

30 qt/acre.

Chhattisgarh (147) – 56% farmers do produce 10-20 qt/acre whereas 42% of farmers having the

capacity to produce 21-30 qt/acre.

Andhra Pradesh (105) – 55% farmers produce 21-30 qt/acre and 27% produce more than 30 qt/acre

also.

Madhya Pradesh (111) – 42% of farmers produce 11-20 qt/acre and also 23% of farmers produce less

than 10 qt/acre.

 Findings:

Majorly, Yield is in between 11- 20qt/acre except in AP (21-30qt/acre) so we can fulfill the high

yielding attributes with the HT Rice targeting CG, MP & Haryana.

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6. Method of Sowing:

Figure 11 Method of Sowing

 Inference:

Haryana (53) – 98% farmers still do transplanting method of sowing whereas 2 % farmers are moved

towards DSR.

Chhattisgarh (147) – average 1/2nd farmers do transplanting as well as DSR.

Andhra Pradesh (105) – even 53% of farmers are transplanting but 47% of farmers moved towards

DSR.

Madhya Pradesh (111) – 90% of farmers are still transplanting rice.

 Findings:

Chhattisgarh and Andhra Pradesh can be prioritized first as farmers are using the DSR method of

sowing where DSR shows high weed infestation problem and control majors complexity solution

which can be done by HT rice.

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7. Source of Information:

Figure 12 Source of Information

 Inference:

Haryana (53) – 66% farmers do say they use their variety from long years 32% get information through

dealers and retailers.

Chhattisgarh (147) – 45% farmers are known cultivated rice variety through dealers and retailers

whereas 21% knows to buy govt schemes.

Andhra Pradesh (105) – 78% farmers know their variety by from long years whereas 18% through

dealers and retailers.

Madhya Pradesh (111) – 86% of farmers know their variety through dealers and retailers.

 Findings:

Dealers & retailers are a major information source for the majority of farmers from the 25-44 age

group who are literate.

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 So, we can choose dealers and retailers as means of awareness among farmers and also social

media channels.

8. Rice Seed Cost per Acre:

Figure 13 Rice Seed Cost Per Acre

 Inference:

Haryana (53) – 52.2% of farmers use their previous rice seed to sow whereas 30.2% of farmers spend

more money on high price rice seed.

Chhattisgarh (147) – 56% farmers use previous crop seed but 24% farmers spend 1000-2500rs/acre.

Andhra Pradesh (105) – 74% of farmers do spend 1000-2500rs/acre on rice seed and no farmer spends

a high price for rice seed.

Madhya Pradesh (111) – 42% farmers spend 1000-2500rs/acre on rice seed whereas 28% are high

spending.

 Findings:

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 There may be high chances of HT rice acceptance as we can see the majority of the farmers are

willing to pay more than 1000 to 2500Rs/acre

C. INFORMATION ABOUT WEEDS IN RICE FIELDS, THEIR DAMAGE, AND

CONTROL PRACTICES

9. Weed Type:

Figure 14 Weed Type

 Inference:

Haryana (53) – 94.3% of farmers see both types of weeds in the field.

Chhattisgarh (147) – 99.3% of farmers see both types of weeds.

Andhra Pradesh (105) – 87% of farmers see grass weeds instead of broadleaf weeds.

Madhya Pradesh (111) – all farmers do see both types of weeds in the field.

 Findings:

Mostly, grasses and broad leaves are the common weeds.

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 Prominently in AP and Haryana grasses are more dominant.

10. Method of Weed Control:

Figure 15 Method of Weed Control

 Inference:

Haryana (53) – 79.2% farmers do use both labors as well as herbicide methods of weed control.

Chhattisgarh (147) – 91.2% of farmers use both methods of weed control.

Andhra Pradesh (105) – 80% of farmers do use both methods of weed control.

Madhya Pradesh (111) – 96% of farmers use both methods.

 Findings:

As Farmers are not having complete weed control with current practices and are looking for better

alternative solutions

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11. Number of Labor Deployed:

Figure 16 Number of Labor Deployed

 Inference:

Haryana (53) – 74% farmers deploy less than 10 labor per acre whereas 26% use 10-20 labor.

Chhattisgarh (147) – 50% farmers deploy 10-20 labor whereas 49.3% use less than 10.

Andhra Pradesh (105) – 72% farmers use less than 10 labor while 28% use 10-20.

Madhya Pradesh (111) – 79% farmers use less than 10 labor whereas 20% farmers use 11-20 labor.

 Findings:

Even after herbicide usage farmers deploy <=10 Labors to clean the field.

Total Labor cost for farmer = Per Labor rate*No. of Labor*No. of days used to clean weed field.

NOTE:

 Although from Haryana labor deployed is less but per labor cost is high like 350 rs/labor which is equal to CH and MP together.

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  Whereas Chhattisgarh shows more labor requirement but having low per labor cost.

 Chhattisgarh -150rs, MP -200rs, AP- 300rs/labor

12. Herbicide Cost per Acre:

Figure 17 Herbicide Cost Per Acre

 Inference:

Haryana (53) – 56.6% farmer pay less than 1000 rs/acre on herbicide after that 43.4% pay 1000-2000

rs/ acre.

Chhattisgarh (147) – 59.9% farmers pay 1000-2000 rs/acre on herbicide whereas 40.1% pay less than

1000.

Andhra Pradesh (105) – 63% of farmers pay less than 1000 but 23 % of farmers to pay more than 2000

rs/acre on the herbicide.

Madhya Pradesh (111) – 89% of farmers pay 1000-2000 rs/ acre also very few farmers pay less than

1000 and more than 2000 rs.

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  Findings:

Chhattisgarh & Madhya Pradesh can be prioritized concerning the cost of application as we have

seen spending on herbicide is more i.e. more than 1000 Rs.

13. Total Cost (Herbicide+ Manual Weeding):

Figure 18 Total Cost (Herbicide + Manual weeding)

 Inference:

Haryana (53) – 55% farmers spend 2500 & above for both herbicide and manual weed control.

Chhattisgarh (147) – 37% spend 2500 & above whereas 63% do spend less than 2500 rs.

Andhra Pradesh (105) – 52% spend 2500 & above whereas 23% spend less than 1500 rs.

Madhya Pradesh (111) – 60% farmers spend 2500 % above whereas 33 % spend 2000-2500rs.

 Findings:

Chhattisgarh & Madhya Pradesh can be priority target areas as farmers are spending more than

2500 Rs on both weed control methods followed by Andhra Pradesh. The labor rate is different for

different states.

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14. Proportion of Total Cost for Weed Control Method:

Figure 19 Proportion of Total Cost for Weed Control Method

 Inference:

Haryana (53) – 100% on herbicide in less than 1500 rs and constantly decreasing as increasing total

cost.

Chhattisgarh (147) – 64% spend on herbicide in less than 1500 rs and it also decreasing as increasing

total cost.

Andhra Pradesh (105) – in AP use of manual weed control is high all over the total cost.

Madhya Pradesh (111) – 54% spend on herbicide in <2000 rs but in another total cost, manual control

proportion is high.

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  Findings:

More than 50% of farmers from all study areas are spending more than 2500rs/acre for weed control.

15. Satisfaction with the use of Herbicide:

Figure 20 Satisfaction with the use of Herbicide

 Inference:

Haryana (53) – 64.2% farmers are satisfied with the use of herbicide whereas 26.4% are to some extent.

Chhattisgarh (147) – 86.4% are satisfied farmers whereas 11.6% are to some extent.

Andhra Pradesh (105) – 56% farmers are satisfied and 29% are satisfied to some extent.

Madhya Pradesh (111) – 92% of farmers are well satisfied with the use of the herbicide.

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  Findings:

In Chhattisgarh and Madhya Pradesh, more than 85% of farmers are well satisfied with the use of

the herbicide.

From Haryana and Andhra Pradesh farmers are not satisfied up to the mark. So, there is a scope

for better weed control solutions.

D. PERCEPTION OF FARMERS ON HT RICE VARIETY

16. Initial Reaction of Farmers:

Figure 21 Initial Reaction of Farmers

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  Inference:

Haryana (53) – 68% of farmers are interested to get know about new HT rice whereas 26% are neutral

while talking.

Chhattisgarh (147) – 61% farmers are interested whereas 37% are neutral.

Andhra Pradesh (105) – 66% farmers are interested whereas 34% are neutral.

Madhya Pradesh (111) – 49% farmers are interested whereas 45% are neutral while giving them

information about new HT rice.

 Findings:

From all states, 60% of farmers are interested and can accept the new HT Rice. The majority of

farmers do want to know more about the beneficiary attributes of HT Rice so we can target this

area.

17. HT Rice Farmer Adoption Curve

Figure 22 HT Farmer Adoption Curve

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 Inference:

Haryana (53) – 39% of farmers are giving positive feedback towards HT Rice while 34% of farmers

still want to contradict HT Rice.

Chhattisgarh (147) – 41% of farmers are giving. positive feedback whereas 40% is still confused.

Andhra Pradesh (105) – 62% farmers are in the late majority whereas 31% are having positive

feedback.

Madhya Pradesh (111) – 42% farmers are in the late majority while 39% are having positive feedback.

 Findings:

The majority of farmers want to try new HT rice in their fields.

Where more than 1/4th of farmers show contradiction for HT rice with different questions. If we

resolve their queries then might be they will accept new HT Rice

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18. Farmers interest to purchase HT Rice:

Figure 23 Farmer’s interest to purchase HT Rice

 Inference:

Haryana (53) – 94.3% interested to purchase HT rice.

Chhattisgarh (147) – 94.6% of farmers are interested to purchase HT rice.

Andhra Pradesh (105) – all farmers are interested to purchase HT rice.

Madhya Pradesh (111) – 99% of farmers do have the interest to purchase HT rice variety.

 Findings:

Except,

5.7% from Haryana

5.4% from Chhattisgarh

Rest all farmers are interested to adopt this new HT rice to get more production & with low weed

control practices.

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19. Total Acreage vs HT Rice during the First Year:

Figure 24 Total Acreage vs HT Rice during First Year

 Inference:

Haryana (53) – 47% of farmers want to try less than 25% land of the total rice field whereas 38% will

try less than 50% of the land.

Chhattisgarh (147) – 76% of farmers will try HT rice in less than 50% land of total rice area.

Andhra Pradesh (105) – 91% farmers will try HT rice in less than 25% land their rice field.

Madhya Pradesh (111) – 80% of farmers will try HT rice in less than 25% of the land of their own.

 Findings:

States, Chhattisgarh, and Haryana can be our target for HT rice.

As there is Assurance of less than 50% land of farmers total rice area to cultivate new HT rice

Whereas 15% and 24% from Haryana and Chhattisgarh respectively, will try in more than 50 %

land.

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 GENERAL FINDINGS

 To grow rice, water is the prime factor so the majority of farmers are having good facility

of water resources due to which they prefer to grow rice by Transplanting method where

field gets puddled before rice transplanting which reduces the growth of the weed either

it is grassy or broadleaf.

 Use of selective and non-selective herbicides done by farmers to kill the new grown or

remaining weeds.

 Nominee Gold + All mix is the most used herbicide among farmers.

 Farmers are getting seeds information mostly from dealers and retailers.

 Chhattisgarh farmers are using Direct Seeded Rice(DSR) method to grow rice which is

due to lack of water resources which also allows frequent weeds growth in the field and

increase the herbicide consumption and mainly using their rice seeds in the field.

 Having high consumption of herbicide by Haryana farmers who are unaware about the

trade names of herbicides so they use random products as per dealers and retailer

recommendation

 In AP most farmers use labor and herbicides for controlling weeds which are costing

them very high and unawareness of the herbicides they use.

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 CORRELATION ANALYSIS

 What is Correlation Analysis?

The analysis is used to test relationships between quantitative variables of categorical variables. In other

words, it’s a measure of how things are related.

 Why do we do Correlation Analysis?

To check the strength of the relationship between two variables.

The correlation value lies between -1 to +1

Correlation can be positive or negative

 Variables and analysis code:

Table 4 Variables and its code

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 Correlation Analysis - Heatmap:

Figure 25 Correlation Analysis – Heatmap

 Correlation Analysis – Graph with Table:

Figure 26 Correlation Analysis - Graph

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 Table 5 Correlation Analysis - Table

 Findings:

Near the value 1 is Highly related to the buying behavior of HT Rice.

HT initial reaction is having strong strength towards buying behavior of HT rice.

Seed cost >2500 having weakest strength to buying of HT Rice.

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 SWOT ANALYSIS

Large no. of competitor

varieties. Like
Nagina22Pusa Basmati
1121

Threats

T
Figure 27 SWOT Analysis

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 FINAL RECOMMENDATIONS

• To make-believe and to show the concept & benefits of Herbicide Tolerant (HT rice) we can come up with

field demonstration as farmers want to adopt but when they will see it.

 We Can Take Factors which farmers are focusing on before buying-

 Price of seed

 Yield

 Market Adaptation rate

 Who will be the buyer?

• The majority of farmers are performing Direct Seeded Rice (DSR) so Adoption of HT rice through

marketing will be easy in Chhattisgarh.

 Majority of farmers using the previous year's seed for sowing which is not giving the expected high

yield.

 If we can show that will build trust towards our product.

• Due to the high consumption of herbicides in Haryana & Andhra-Pradesh, we can target this area to market

herbicide with promotion and marketing about non-selective herbicide for clear information.

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4P’s STRATEGY

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 QUESTIONNAIRE

1. Name:

2. Age:

3. Village:

4. District:

5. State:

6. Educational status

A. Illiterate

B. Able to read and write only

C. Literate (formal education)

7. Rice cultivation area (in Acres) _______

8. What is per acre yield (in Quintals) _________

9. Which type of sowing do you do mostly for rice crops?

A. Transplanting

B. DSR (direct-seeded rice)

10. Which variety of rice do you cultivate mostly? _______

11. How much do you spend on buying the rice seed?

A. Rice from the previous crop

B. Actual___________

12. What/ Who is the source of information on Rice varieties?

A. Through Govt schemes

B. Through dealers and retailers

C. Through digital platform

D. Individual Farmer/Village Farmer

E. Company Representatives

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 F. Own crop

13. Which type of weeds mostly comes in the rice field?

A. Broadleaf

B. Grass weeds

C. Others…….

14. What are the problematic weeds in your rice crop? ________

15. How do you control the weeds from the rice field?

Sr. No Method of weed control Price/ acre

1 Manual
2 Herbicides
3 Both/Total

16. How much labor did you deploy per acre? _____________

17. Which herbicide do you use to control weeds in rice fields? ___________

18. Are you satisfied with the use of herbicide in rice fields? (Yes/No/ to some extent)

19. Impact on yield if weed remains there in the field even after controlling by both methods?

___________

20. Explain on HT rice, understand initial reaction (Neutral, Interested, Non-interested) _______

21. Seek farmer opinion on HT rice and using a non-selective herbicide on Rice________? (Descriptive

answers- on Farmer’s apprehensions)

22. If HT rice comes into the market, would you be interested to purchase it? (Yes or No)

23. If yes, how many acres would you try for? ________

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 REFERENCE

 Grover, N., Kumar, A., Yadav, A.K. et al. Marker Assisted Development and Characterization of Herbicide

Tolerant Near Isogenic Lines of a Mega Basmati Rice Variety, “Pusa Basmati 1121”. Rice 13, 68 (2020).

 Powles SB, Yu Q (2010) Evolution in action: plants resistant to herbicides. Annu Rev Plant Biol 61:317–34

 Rao AN, Wani SP, Ramesha M, Ladha JK (2015) Weeds and weed management of rice in Karnataka state,

India. Weed Technol 29(1):1–7

 Pathak H, Tewari AN, Sankhyan S, Dubey DS, Mina U, Singh VK, Jain N (2011) Direct-seeded rice:

potential, performance, and problems-A review. Current Adv in Agri Sci 3(2):77–88

 Anderson PC, Georgeson M (1989) Herbicide-tolerant mutants of corn. Genome 31(2):994–999

 Piao Z, Wang W, Wei Y, Zonta F, Wan C, Bai J, Wu S, Wang X, Fang J (2018) Characterization of an

acetohydroxy acid synthase mutant conferring tolerance to imidazolinone herbicides in rice (Oryza sativa).

Planta 247(3):693–703

 Tan S, Evans R, Singh B (2006) Herbicidal inhibitors of amino acid biosynthesis and herbicide-tolerant

crops. Amino Acids 30(2):195–204

 Tan S, Evans RR, Dahmer ML, Singh BK, Shaner DL (2005) Imidazolinone-tolerant crops: history, current

status, and future. Pest Management Sci: Formerly Pesticide Science 61(3):246–257

 Mordor Intelligence website

 Down To Earth Website

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