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CSISA Round table
19/5/2014
|
Contents
Overview of Coromandel
Assess strategic fit and decide on mutual areas of
interest
2
Opportunities and Enablers for Coromandel
to partner with CSISA and other
organisations participating in the platform
|
Murugappa Group’s Key Agribusinesses
Group’s top line is from Agribusiness
|
About Coromandel
▪ Present in Business segments of Fertilizers , Specialty Nutrients,
Organic Manures, CPC and Retail.
▪ Leading manufacturer and markets around 2.9 mn tn fertilizers.
▪ The company has clocked a turnover of > Rs 10,000 crore in FY14.
▪ Undertakes Host of market development activities to deliver
better value to the customer.
▪ Partners with different research agencies to promote right
management practices.
▪ Strong Brand Equity
|
Distribution Channel in India
Trade - Across India
Institutions – Across India
Retail – AP, Karnataka, TN, Maharashtra, …..
Collaboration opportunities:
• CSISA may join us in disseminations of Farm Technology through Dealers
• Coromandel can leverage CSISA entrepreneur / Champion Farmers network
• CSISA and participating organisation may participate in Coromandel Retail
|
Coromandel’s Retail Business
Complete Farming Solution Platform
Fertilizers Pesticides SN Organic Seeds
Vet
Feed
FARM
Implements
Farm
Husbandry
services
Farm
Mechanization
Services
Seedling and
Tissue Culture
Credit services Insurance PPP’s Post Harvest
Retail Vision - To be the most preferred choice of customers for complete Farming
Solution in choice of Geography while delivering value added Products and service
to the Customers and superior returns to all stakeholders
|
Customer
Value
Proposition
Complete
Farming
solution
Multibrand
Platform
Assured
Quality &
Availability
TrustFarm
Husbandry
Services
Shopping
Experience
Best ROI to Farmer through Quality , Trust and Farm Advise
|
Coromandel Retail’s Market Linkages
Network of 800 stores in AP & Karnataka
Growing with a CAGR of 50%
Coromandel Retail has annual customer base of > 24 Lac farmers
Strong Farmer connect with very strong Brand Equity &
Customer Satisfaction equity index
Large base of technically capable field force working with
farmers to improve their ROI
|
Technical
Advisory
Exterior View
Product
Presentation
Interior View
Product
Presentation
Warehouse
|
Marketing Initiatives
Gromor Webinar Gromor Scientist
Digital Soil Maps Precision Farming Demos
on Target Yield Equations
Focus on
improving
Farmers’ ROI
by
disseminating
Best Farming
Practices
|
Coromandel Retail Partnerships
Mits
ui
|
Key Innovations that Coromandel Retail is working on
• Complete farming solution Multi Brand platform offering
significantly superior value proposition over competitors.
• IT enabled systems
Cutting edge farm husbandry services
• Integrated Nutrient Management by conducting site specific soil
testing and recommending nutrient management practices
• Complete package Crop Demos based on target yield
• Farm Advisory services through Toll free number –Hello Gromor.
• Gromor webinar through Crop Scientists.
• Farm Mechanisation Services
|
Enablers Needed and Scope of Partnerships
Enablers Scope of Partnership
Complete farming solution platform • Partnerships with input companies to provide desired
products to the farmers.
Farm Credit and mechanisms to ensure
productive use.
• Loan services to farmers which can encourage productive
use.
Ensure adoption of right of Package of
Practices
• Needs lot of field level extension activity, which need time,
energy and monetary investments
Value chain arrangements to the
farmer
• Purchase of crop produce directly from Farmers
• Storage options and WR finance to farmers
Leverage the networks of organisations
to provide better value
• Champion farmer network of CSISA can be leveraged to
promote Coromandel’s products
|
Welcome Ideas to:
Assess strategic fit and decide on mutual areas of
interest
14
Opportunities and Enablers for Coromandel
to partner with CSISA and other
organisations participating in the platform
|
Thank You

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IFPRI - CSISA - Production Technologies, Water, Energy and Value Chain Development - R D Singh

  • 2. | Contents Overview of Coromandel Assess strategic fit and decide on mutual areas of interest 2 Opportunities and Enablers for Coromandel to partner with CSISA and other organisations participating in the platform
  • 3. | Murugappa Group’s Key Agribusinesses Group’s top line is from Agribusiness
  • 4. | About Coromandel ▪ Present in Business segments of Fertilizers , Specialty Nutrients, Organic Manures, CPC and Retail. ▪ Leading manufacturer and markets around 2.9 mn tn fertilizers. ▪ The company has clocked a turnover of > Rs 10,000 crore in FY14. ▪ Undertakes Host of market development activities to deliver better value to the customer. ▪ Partners with different research agencies to promote right management practices. ▪ Strong Brand Equity
  • 5. | Distribution Channel in India Trade - Across India Institutions – Across India Retail – AP, Karnataka, TN, Maharashtra, ….. Collaboration opportunities: • CSISA may join us in disseminations of Farm Technology through Dealers • Coromandel can leverage CSISA entrepreneur / Champion Farmers network • CSISA and participating organisation may participate in Coromandel Retail
  • 6. | Coromandel’s Retail Business Complete Farming Solution Platform Fertilizers Pesticides SN Organic Seeds Vet Feed FARM Implements Farm Husbandry services Farm Mechanization Services Seedling and Tissue Culture Credit services Insurance PPP’s Post Harvest Retail Vision - To be the most preferred choice of customers for complete Farming Solution in choice of Geography while delivering value added Products and service to the Customers and superior returns to all stakeholders
  • 8. | Coromandel Retail’s Market Linkages Network of 800 stores in AP & Karnataka Growing with a CAGR of 50% Coromandel Retail has annual customer base of > 24 Lac farmers Strong Farmer connect with very strong Brand Equity & Customer Satisfaction equity index Large base of technically capable field force working with farmers to improve their ROI
  • 10. | Marketing Initiatives Gromor Webinar Gromor Scientist Digital Soil Maps Precision Farming Demos on Target Yield Equations Focus on improving Farmers’ ROI by disseminating Best Farming Practices
  • 12. | Key Innovations that Coromandel Retail is working on • Complete farming solution Multi Brand platform offering significantly superior value proposition over competitors. • IT enabled systems Cutting edge farm husbandry services • Integrated Nutrient Management by conducting site specific soil testing and recommending nutrient management practices • Complete package Crop Demos based on target yield • Farm Advisory services through Toll free number –Hello Gromor. • Gromor webinar through Crop Scientists. • Farm Mechanisation Services
  • 13. | Enablers Needed and Scope of Partnerships Enablers Scope of Partnership Complete farming solution platform • Partnerships with input companies to provide desired products to the farmers. Farm Credit and mechanisms to ensure productive use. • Loan services to farmers which can encourage productive use. Ensure adoption of right of Package of Practices • Needs lot of field level extension activity, which need time, energy and monetary investments Value chain arrangements to the farmer • Purchase of crop produce directly from Farmers • Storage options and WR finance to farmers Leverage the networks of organisations to provide better value • Champion farmer network of CSISA can be leveraged to promote Coromandel’s products
  • 14. | Welcome Ideas to: Assess strategic fit and decide on mutual areas of interest 14 Opportunities and Enablers for Coromandel to partner with CSISA and other organisations participating in the platform