Rural Marketing Campaigns - Mahindra, DCM Shriram, Godrej
Rural Marketing Campaigns - Mahindra, DCM Shriram, Godrej
Rural Marketing Campaigns - Mahindra, DCM Shriram, Godrej
Mahindra
&Mahindra,
Godrej and
DCM Shriram
COMPREHENSIVE ASSIGNMENT: GROUP 8
ANISH MONDAL 19PGP024
RAHUL DAKOJU 19PGP044
RAJEEV KUNDIKUPPA 19PGP067
KHYATI NAYYAR 19PGP071
SANJEEVAN DEY 19PGP210
Mahindra & Mahindra
Mahindra & Mahindra Key Industries
In 1945, their voyage started with getting into steel business, and over time, they extended to 22 vital industries
in 150+ countries
https://www.mahindra.com/about-mahindra-company
Key Achievements
https://www.mahindra.com/
Mahindra’s Industry
specific Product Portfolios
that ventured into Rural
India
Mahindra Agri Business https://www.mahindraagri.com/
Bolero KUV100
TUV 300
Maxx
XUV500
https://economictimes.indiatimes.com/news/company/corporate-trends/divide-between-rural-urban-consumers-artificial-
anand-mahindra/articleshow/64571405.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst
Mahindra Farm Equipment Sector
Mahindra is India’s most popular tractor brand
• Very fuel efficient
• Dual purpose master
• Affordable prices
• Largest service network
• Easy availability of parts
• Best finance availability
• High resale value
https://tractorguru.in/tractor-blog/why-mahindra-is-indias-favourite-tractor-brand
Mahindra Two-
Wheeler
Mahindra to Emphasis
on Rural Market:
Strategy to Improve its
Market Presence in
Rural India
https://bikeadvice.in/mahindra-focus-rural-market-strategy-enh
ance-market-presence/
Mahindra Mahindra offers extensive financial services to Rural India
• Loans
Agriculture and • SME loans
• Insurance
Rural Finance • Investments
https://mahindrafinance.com/
Mahindra Home Finance for Rural Market
https://www.mahindrahomefinance.com/
Mahindra and Mahindra
Automobiles
Mahindra Taqdeer
Badal De –
showcasing
Mahindra
Commercial
Vehicle
Positioned Mahindra’s Supro Maxitruck and Minitruck
for a successful below the line(BTL) campaign
– BTL campaign for Replicated exact bank like model at congregational points like
Mandis and Haats
Mahindra Supro
“Profit hai to sab fit hai!!”
Maxitruck and
Minitruck
Mahindra and
Mahindra Rural
marketing
campaign of
Super Maxi and
Super Mini Truck
Mahindra Tractor Ad
Video(2012)
Mahindra Tractor Leadership Desh ke Laal
Mahindra Tractor – Milage ka Master
Campaign “Mahindra and Mahindra Super
Turbo Power Display”
https://www.eventfaqs.com/news/ef-03304/mahindra-mahindra-reaches-ou-1349110764939#:~:text=Mahindra%20%26%20Mahindra%20reaches%20out%20to%20farmers%20with%20new%20rural%20campaign,-by%20EVENTFAQS%
20Bureau&text=Mahindra%20%26%20Mahindra%20launched%20its%20new,is%20being%20executed%20by%20RC%26M.
Campaign
“Aapka Aabhar
30 Lakh Baar”
Campaign “Aapka Aabhar 30 Lakh Baar” on 3rd April 2019
to celebrate the 3-million production milestone of Tractors
40 Events
10 Mega activities
Rural Market:
Initiative taken so that customers can interact and engage even in these tough times
Language Diversity
Challenges in doing business in Rural India
as pointed out by Mahindra Finance CDO Internet Bandwidth Issues
https://www.mahindra.com/news-room/press-release/mahindras-new-startup-dials-in-to-rural-india-with-trringo-
com#:~:text=Mr.,farmers%2C%20enabling%20them%20to%20Rise.
Building Homes in
Rural India |
Mahindra Rural
Housing Finance
• Rural market is not going to money
lenders as the rate of interests were
very high
• Banks are not interested in giving
loans to many rural customers as
they were not eligible
• Mahindra went ahead and created a
business model to solve the issue
• The video talks about how Mahindra
has sanctioned loans to rural people
of TamilNadu
Mahindra Shubhlabh Services:
• Mahindra Shubhlabh Services was originally setup in 2003 for the export of grapes and is one of the largest exporters
of fruits in India
• It exports Europe, Middle East, Russia and South East Asia
• Mahindra approved merging agriculture business to the Shubhlabh Services
• Mahindra ShubhLabh Services, has entered 60:40 joint venture with Univeg to launch supply chain for fresh fruit yield
• Mahindra ShubhLabh plans to enter Rs 35,000-40,000-crore per annum banana and apple market collective through its
Soboro brand by combining its efforts with JV
https://m.economictimes.com/industry/cons-products/food/mahindra-mahindra-to-consolidate-agri-business-under-mahindra-s
hubhlabh-services/articleshow/50961700.cms
• MSSL presently expanding its operations through franchises
• MSSL approach was to visit fields of farmers and provide them with information regarding seed selection, soil
preparation and fertilizers etc.
• They also rent farm equipment, arrange credit and buy the produce at the end
http://agropedia.iitk.ac.in/content/some-successful-examples-private-sector-initiative-uttarakhand-part-ii
Mahindra Kamai Chakra
• Kamai Chakra includes events, road shows, outside activities and direct marketing
• Firstly an experimental air chamber is created, where farmers could see a film about the tractor’s features
• During the video, the overhead exhaust in the chamber released up and provided a live experience of air flow into the
chamber
• Chamber activity created enquiries, were then transformed into sales by the direct marketing team
• 2,500 farmers were reached in 11 states through this event
• 400 spot sales are achieved and the market share for Bhoomi Putra 235 DI increased to 37 per cent in 2006-07
https://www.slideshare.net/rcmindia/mahindra-bhoomiputra-235-di-establish-the-airflow-positioning-by-rcm-india
• Potential Target Market: Entry level farmers searching for a source of multiple income streams
• Customer Profile:
1. Needs high mileage and low cost
2. Mainly for haulage and cultivation
3. Seeks increase in social status
Kamai Chakra:
• Air chamber is the phase one of marketing other phases include “Out of Home” and “Direct Marketing”
• Branding Of Mahindra is done in several STD booths, highways, fertiliser shops, spare parts shops etc. as a part of
Out of Home phase
• Direct Marketing involved one to one interactions during the air chamber events, knowledge collection and value
addition, customer segmentation etc.
Jai Jawan se Jai Kisan:
• A special offer was given for soldiers who belong to Indian Armed Forces under the Mahindra Jai
Jawan se Jai Kisan scheme
• Mahindra & Mahindra Limited outspreads its unique 'Jai Jawaan se Jai Kisaan' rehabilitation scheme
to the brave soldiers of the country.
• According to this scheme, Mahindra tractors will be available for attractive prices across Mahindra
Tractor dealers for the soldiers of Indian Armed Forces.
https://www.business-standard.com/article/press-releases/mahindra-tractors-gifts-farmers-a-freedom-week-
107081301042_1.html
Mahindra & Mahindra along with its subsidiary
Mahindra Vehicle Manufacturers Limited reported
profit of Rs 1,355 crore
News from
Revenue of M&M and MVML declined 15 per cent year-
NDTV on-year to Rs 10,935 crore from Rs 12,790 crore.
Nov 08, 2019 In the same quarter last year, Mahindra & Mahindra's
operating profit margin fall down by 40 basis points to
14.1% from 14.5%
https://www.ndtv.com/business/mahindra-mahindra-profit-drops
-to-rs-1-355-crore-in-september-quarter-2129349
Mahindra & Mahindra Profit Drops On Worst Quarter for
News from Passenger Vehicles In 18 Years
NDTV
August 07, 2019
Company sold 1,23,690 units of passenger vehicles in
quarter ended June 30, down 5.2% from 1,30,484
passenger vehicles sold in the same period last year.
https://www.ndtv.com/business/mahindra-mahindra-shares-m-m-q1-
m-m-profit-drops-on-worst-quarter-for-passenger-vehicles-in-18-yea
rs-2081605
Mahindra & Mahindra Financial Services Surge 12% On
June Quarter Profit, Rights Issue
News from
NDTV The company aims to raise ₹ 3,500 crore through a rights
issue of its equity shares of the face value of ₹ 2 each
https://www.ndtv.com/business/mahindra-mahindra-finance-sha
re-news-mahindra-mahindra-financial-services-surge-12-on-firs
t-quarter-profits-rights-issue-2265688
Mahindra Rural Housing Finance has grown at a
compound annual growth rate of nearly 50 percent
between 2012 and 2019,
Mahindra Rural KPMG has estimated that by 2022 the housing shortage
Housing Finance in rural India is likely to be between 63 million and 65
million units.
M&M currently present in roughly 90,000 villages and
have served 1 million customers.
https://www.cnbctv18.com/real-estate/affordable-housing-will-account-for-nearly-half-of-our-total-loan-book-in-4-ye
ars-says-mahindra-rural-housing-finance-3991831.htm#:~:text=Between%202012%20and%202019%2C%20Mahindr
a,million%20housing%20units%20by%202022.
Customer acquisition - No channel partners (like builders
or DSAs) who can help identify customers for a rural HFC
Key Challenges [housing finance company]
Evaluation: Credit–worthiness, legal (title to property)
for Mahindra and technical appropriateness
Product design: Because of rural customers they serve,
Rural Housing they had to reconfigure the basic product. Allowance for
quarterly and half-yearly EMIs, and linking to crop cycles
Finance to facilitate easy repayments.
Customer servicing They have more than 950,000
customers across 80,000 villages being served by 9,000
team members for a book size of around Rs 6,500 crore,
https://www.cnbctv18.com/real-estate/affordable-housing-will-a
ccount-for-nearly-half-of-our-total-loan-book-in-4-years-says-m
ahindra-rural-housing-finance-3991831.htm
.
https://www.cnbctv18.com/auto/expect-8-10-growth-in-tractor-
ndustry-over-the-next-2-3-years-says-mahindra-and-mahindra-3
517231.htm
Mahindra & Mahindra's tractor sales up 10% at 36,544
units in June
News from Domestic tractor sales grew 12 percent to 35,844 units last
Money Control month as compared to 31,879 units in June 2019
July 1, 2020
Exports were down 42 percent to 700 units from 1,215
units in June last year, according to the company
https://www.moneycontrol.com/news/india/mahindra-mahindras-tract
or-sales-up-10-at-36544-units-in-june-5491811.html
Shares of farm-equipment maker Mahindra & Mahindra
News from Ltd. have doubled since the end of March
Financial Express Contributed due to increased cash flows in rural areas.
July 21, 2020
Mahindra’s June tractor sales jumped 47% month-on-
month to 35,844 units,.
https://www.financialexpress.com/economy/tractor-motorcycle-sa
les-in-rural-india-may-seem-like-good-news-for-economy-but-it-i
s-actually-not/2030428/
An interview with Mr. Mithilesh
Kumar – Assistant Area Manager
Sales – Mahindra &Mahindra
Limited – Tractor division
Telephonic Audio Recording is attached below
• Mr. Mithilesh Kumar – Guest
• Rajeev Gandhi – Student
• Sanjeevan Dey - Student
Q. India is moving towards shared economy as rural is doing the same with Trringo initiative of Mahindra - leasing of
farm equipment has started many years ago. What is the reality of this on rural market in-terms of
farmers owning vs sharing of farm equipment.
• Currently tractor owning is at greater share of business; further explained saying that if a farmer purchases a
tractor, implements, harvesters etc. he is not only using it in his farm but also leasing to other farmers and gaining
additional income
• Trringo is a business model providing clusters/hubs at rural markets and advertise their farm equipment for
leasing purpose to farmers
• Sir also thinks that the percentage of owning tractors varies with respect to States and in future this percentage
will increase in short run. On the other hand – Trringo business model will see an increase in market share in the
long run
Q: Campaign Mahindra and Mahindra Super Turbo Power Display with motive of launching Mahindra 395
DI Super Turbo Tractor in 2012. But most farmers would look for basic tractors rather than a technology
driven one, How did the company cope up with educating potential customers about the importance and
inclusion of technology ?
•They did survey and found out that young generation are more into technology driven tractors. But they
have wide range product and thus they are satisfying both segments who need basic tractors and those
customer segment who are asking for technology driven customers as well
Q: Rural markets were already reached 85% of pre-covid average sales where urban markets are relatively doing
relatively less do you see the same pattern reflecting in sales of Mahindra tractors in rural India?
• Agriculture sector in Rural market is completely depend on farm equipment, implements, pesticides, seeds etc. it is
observed that these categories have increase in sales when compared to last year
• Maximum sectors were stuck by current pandemic except agriculture industry
• Especially Mahindra tractors did not witness any changes/decrease in their sales in rural regions
• Reason for undisturbed agriculture economy even during pandemic times - Central/State governments introducing
several schemes for the upliftment of farmers
Q: Campaign "Aapka Abhar 30 Lakh Baar" - What was the primary motive of the campaign and how success the
campaign was, what activities were performed on ground level related to the campaign?
• The main motive is a gratitude of thanks to the existing customers as Mahindra&Mahindra is customer oriented
and existing customer is first preference of the company and Mahindra&Mahindra leverages its existing customer
network
• Activity done was all existing customers were invited and a cake cutting ceremony was done in every outlet
irrespective of dealership, branch. It was kind of celebrating the success with the customers because
Mahindra&Mahindra considers customers as its core of success.
Q: Most villages , specially in Northeast states, we have not encountered use of tractors much, which is also
because there are motly marginal land holder. what Mahindra group’s strategy to go deeper into those areas?
• Mahindra Group have a good presence in Assam and West Bengal. Its because of cropping pattern, agriculture
pattern is different form central and north India, type of tractors that would be required there are different but
they have good network and salesman there and it is a mixed market there and they are trying to understand
their needs so that they can specifically model tractors useful in those areas
THANK YOU
Mahindra & Mahindra
Godrej
Industries
Key Companies
Octopus Marketing – Creating an Ecosystem
Godrej Consumer Products
Consumer Goods Strategies
Godrej One Rural Program
• GCPL (Godrej Consumer Products Ltd) program designed specifically for Rural India
• This program is being rolled out in central and northern parts of India as of 2020
Godrej Products
• For Godrej No. 1 soap, 100 per cent spends go in regional advertising. For Cinthol, it is more than 50 per
cent and so is it for Expert (powder hair colour)
• Price points are also important. Godrej has rolled out nano packs priced between Rs 5 and Rs 10.
• Aside from Godrej No. 1 (Rs 5), Cinthol (Rs 6) and Expert (Rs 10), it has also introduced Nupur (mehndi) in Rs
5 and Rs 10 packs.
Chotukool
• Designed specifically for rural consumers. Customization
• The portable unit has 45 liters of volume inside a plastic body of
less than 4.5 kgs
• Instead of traditional compressors, there is a thermoelectric chip
that maintains a cool temperature and can plug into a car battery
or be left unplugged for hours.
• The product found success among rural and urban consumers alike
Chotu Cool Ad
Kiranashop owner testimonial Of Chotukool
Godrej Properties
Godrej and Boyce: Imagining
a solution for non consumers
• Properties business has been the most vulnerable following the
Covid situation.
• Godrej Properties has been building homes in the Rs 5 lakh to Rs 25
lakh bracket.
• It has strategically planned and launched low-income housing
projects pertaining to the hopes and aspirations of customers in the
states of Kolkata and Ahmedabad and plans to launch one in a
Mumbai suburb.
• While developers had traditionally preferred to develop higher
margin homes to justify the high cost of construction and buying land
banks, Godrej was one of the first developers to move into low-
income housing.
• To make up for the lower profit margins, Godrej utilized economies
of scale. Instead of selling flats in 10 or 20, they sold flats in numbers
of 2,000 and 5,000.
• As one of Mumbai’s largest land owners, Godrej is developing the
property in Vikhroli (a large part of central suburban Mumbai) in a
bid to reorient towards rural markets and low income housing.
Godrej Agrovet – A brighter farming future
About the Company
• Godrej Agrovet Limited was established in 1991 and is a diversified, Research & Development
focused agri-business company
• Agrovet is dedicated to improving the productivity of Indian farmers by innovating products and
services that sustainably increase crop and livestock yields.
• Agrovet is a market leader. The different businesses that they operate in include – majorly, Animal
Feed, Crop Protection, Oil Palm, Dairy and Poultry and Processed Foods.
• Innovation: Constantly experimenting and looking for research-based solutions to improve farm
productivity
• Research & Development: Setting up the Nadir Godrej Centre, a one-of-its-kind animal husbandry
research centre to improve animal productivity
• Lofty aim to double the farmer’s income in 5 years
• With over 30 state-of-the-art manufacturing plants, GAVL is clocking over a million tonnes of
compound feed in annual sales. It is also investing in cutting-edge research and development to
support the farmers with cost effective solutions to improve animal productivity.
Farmer Problems
• Farmers perception of crop selectivity
• Stunted growth and colour changes for 7 days
• Low yield from animals
• High competition
• Minimal field staff
• Low distribution network
• High Price
• Conversion of farmland into fisheries
• Low demand in transplanted paddy regions
• Poor animal husbandry practices – untimely sickness and
death of cattle
• Improper nutrition given to cattle
• Ultimately translates to low income levels for farmers
Godrej Agrovet Product Range
• Cattle and Poultry Feed
Animal Feed • Aqua and Specialty Feed
• Crude Palm Kernel Oil
Oil Palm • Palm Kernel Cake
• Regulators, Biostimulants and Herbicides
Crop Protection • Insecticides, Fungicides and Soil Conditiners
Source: https://prasadkulkarnimarketing.blogspot.com/2008/01/rural-marketing-godrej-aadhar-retail.html
Agrovet Initiatives: Surabhi Campaign
Surabhi Campaign
• It is a Pan-India campaign and endeavors to create awareness about various health and nutritional aspects of the
cattle leading to improved health and increased milk production amongst small-time farmers.
• Covering over 400 villages in four states namely, Maharashtra, Gujarat, Rajasthan and Punjab.
• As part of the campaign, a competition will be held in every village for farmer having upto 5 cows. The best 3 cows
will be identified based on Milk production, Health & Reproduction and the farmers owning them will win a trophy
and certificate.
• This process is also meant to educate farmers and village folks about lifecycle of the cattle, the kind of feed
required and how to prevent common disease conditions related to nutrition occurring after calving.
Godrej Executives interviews about the
Rural India
THANK YOU
Business Portfolio
Agri-Rural Business
Chlor-Vinyl Business
https://www.dcmshriram.com/about-us
DCM Shriram
Product Portfolio
Agri – Rural Business
Farm
Solutions
UREA
https://www.dcmshriram.com/agri-rural-business
UREA Business
Business
Company is working with approximately 1.5 lakh farmers
Currently and crushing around 4 million tons of cane from
four manufacturing units.
“Meetha Sona” Project
https://economictimes.indiatimes.com/small-biz/sme-sector/sugarcane-farmers-in-up-were-tra
ined-to-conserve-water-275-billion-litre-was-saved-in-3-years/articleshow/72178697.cms
• They Took Three Initiatives namely:
1. Previously burning of trash was a practice, but farmers are now shredding it and mulching it on the ground.
As a result of evaporation and soil moisture loss is prevented and ultimately farmers are saving about two irrigation in the life
cycle of sugarcane crop
2. The ground where planting was undertaken was uneven earlier, so laser leveling was started on a large scale. The land is now
leveled due to which the uniformity in the distribution of water across the field is ensured, which in turn saves water.
3. The third initiative centered on watering the plants. “Water is applied only where the plant is present and not in the entire field,
which means flood irrigation is discouraged
• DCM Shriram designed three initiatives by taking following factors into consideration.
Suitability
Scalability
Sustainability
The project that started
on pilot basis is now
covering about 2,00,000
farmers and 3,00,000
hectare of land is
covered in the
company’s command
area of four sugar
factories.
Roshan Tamak, ED, DCM sugar discussing the “Meetha Sona
Initiative and Future plans
Empowering Women in sugarcane Farming (Meetha-Sona Unnati)
https://www.ifc.org/wps/wcm/connect/ec49d596-cbba-4a6e-adc5-cfab4ee8b833/Gender_Case_Study_Sugarcane_India_FINAL-
May+17.pdf?MOD=AJPERES&CVID=mHncsqC
Implementation :
• As a first step, DCM Shriram and IFC identified key operations where women laborers and farmers are the dominant
workforce on ground and provided Targeted Trainings.
• hired a female trainer to hold training sessions for women on mechanization entrepreneurship, and financial literacy
• This effort was further complemented by focus group discussions with women in the villages, to strengthen their role
and participation in the sugarcane value chain.
Outcome :
Trainings for more than 1,000 women in the classroom and mobile vans in Good Agri Water Management Practices
(GAWMP) have led to an increased yield (of 25 percent) in the DCM Shriram production catchments
Business Achievements:
https://www.facebook.com/DCMShriramLtd/posts/1658670850959882
Farm Solutions - Products
Shriram Farm Solutions has been serving farmers for over four decades through an
extensive network of around 3000 channel partners and 30000 retailers
http://www.shriramfarmsolutions.com/Product/Products
Hybrid Seeds
As part of initiative to create value for our farmers, DCM took over Bioseed
in 2002.
Bioseed had operations in India, Vietnam, Philippines and has since
expanded to Indonesia ,Bangladesh and Nepal
end-to-end expertise across R&D, field and lab testing, data analytics, seed
production, farm extension and a strong distribution network, enables us to
provide quality seeds to farmers across South and South East Asia
Haryaali Kisan Bazaar (HKB) : A one stop Solution
For the Farmer
• HKB is a chain of centers that aim to bridge the last mile gap for
providing agriculture inputs and know-how to the farmers besides
offering financial and farm output services. Hariyali is also meant
to provide back-end support to retail chains for farm produce.
• Each center has 3-4 agronomists posted there and the total
catchment area of 120 kms is divided amongst these. The
agronomists are qualified agricultural graduates who provide
inputs to the farmers
The agronomists’ presence at the centers instills confidence in the
farmers, thus fulfilling HKB’s objective of creating “ Trust based
relationships”
Differentiating factors of HKB
Customer base :
• At the time of making his first-time purchase, entire customer information ) is recorded in the
‘Customer Record Register’ and relayed to the Delhi office from where the Customer Membership
Cards are issued.
• This has a twofold objective. On one hand it helps in keeping track of the requirements of the
farmers facilitating efficient and accurate restocking and on the other hand it helps in identifying
regular customers who can then be rewarded for their loyalty.
• Products :
• It offered huge varieties of products ranging from Private label seeds, Fertilizers, Farm equipments,
Fuel, FMCG, consumer goods & duradles.
Comparison of
Rural Retail
Players
Octopus Marketing :
Strategically provided the products all along the chain
• Compost making and its use • Field demonstrations for the transfer of latest farm
technology
• Soil and water testing
• Post harvest management of produce
Health and Training
activities
Testimonials
Gaining credibility through the success stories shared by the local farmers
http://www.shriramfarmsolutions.com/prosper-with-us.html
Launching the website in regional language
http://www.dsclsugar.com/
CAUSTIC
CHLOR ALKALI
SODA
Urea Business :
https://www.thehindubusinessline.com/companies/dcm-shriram-unlikely-to-invest-more-in-urea-business/ar
ticle7216671.ece
• DCM Shriram Group has set its sights firmly on the future with its commodity interests in sugar, seeds and
farm solutions set to expand over the next 3-5 years
https://www.businessinsider.in/business/news/cheaper-gas-to-cut-urea-subsidy-bill-to-boost-profitability-of-
urea-makers-crisil-ratings/articleshow/76135766.cms
• Government is reimbursing the additional Fixed costs in urea manufacturing.
• This will Direct DCM Shriram to increase their Urea business further aiding their Rural business.
• Sugar Business :
https://www.outlookindia.com/newsscroll/dcm-shriram-signs-mou-with-rabobank-amp-rivulis/1731630
• The objective of the MoU is to achieve its goal towards Water Conservation through drip irrigation thereby increasing
productivity which would lead to increase in farmer''s income
• The proposed installation of the drip irrigation systems will cover an area of 5,000 acres in all four units of DCM Shriram Ltd. in
all four units of DCM Shriram Ltd i.e. Ajbapur, Rupapur, Hariawan and Loni in Lakhimpur and Hardoi districts of Uttar Pradesh.
• Farm solutions :
https://www.outlookindia.com/newsscroll/shriram-farm-solutions-ties-up-with-ecommerce-platform-plantix/1919538
• Shriram Farm Solutions has tied up with e-commerce platform Plantix to sell seeds and crop protection products
• Plantix, a subsidiary of AI-based German company, has a mobile app through which farmers/extension workers can take
pictures of the affected crops and then get necessary advisories and solutions
• Hybrid Seeds :
https://www.thehindubusinessline.com/economy/agri-business/bioseed-to-launch-4-5-hybrids-each-year/article3069980
1.ece
• Bioseed, the hybrid seeds business of DCM Shriram, plans to launch four to five new hybrid seeds every year with
focus on vegetable hybrids, while strengthening corn and rice, the main drivers
https://www.outlookindia.com/newsscroll/shriram-bioseed-ties-up-with-key-gene-for-research-programme/1315475
DCM Shriram Ltd group company and US-based AgBiotech company Key Gene today announced a multi-year strategic
co-development research programme.
The aim of this strategic investment is to generate value in rice by incorporating new traits that help vigorous growth
of rice with customized preferences for consumers in different parts of India and in the South-East Asian rice market.
Thank
You