2. PROJECT REPORT ON

3. 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

4. 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.

5. INTRODUCTION
NSL 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.

6. 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

7. NSLBusiness 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.

8. 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

9. 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

10. 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

11. 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.

12. Factorstobeconsideredduringseedproduction
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

13. 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

14. 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

15. 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%

16. 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

17. 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 for
seed growers to maintain minimum standards.
Frequent field inspections, that help to monitor quality and give
technical support to farmers helping them maximize production and
minimize costs.
Timely communication of quality test results.

18. CROPS
Cotton: Mallika, Bhakthi, Malini, Sona , Suraksha, Balvan,Shalimar
Mallika 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.

19. PROCESSING & CONDITIONING
• Processing flow chart
Receiving
Pre cleaning
Fine cleaning
Gravity separator
Destoner
Seed treater

20. SEED PROCESSING & CONDITIONINGACTIVITY
FOR COTTON, MAIZEAND OTHER CROPS

21. CIMBRIAMACHINERY

22. 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.

23. 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

24. RECEIVING

25. WET COBS UNLOADING

26. COB SORTING ON SORTING CONVEYOR

27. COB DRYER

28. SHELLER -20T/H

29. Receiving bin

30. Precleaner

31. Fine cleaner Screens

32. 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)

33. Types of screens

34. Gravity separator

35. Destoner
Stone

36. Seed treater

37. 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

38. Sequence in packing

39. Automatic packing machine

40. Packaging material

41. Automatic labeler

42. Packet sizes
• Paddy- 10 kg
• Cotton- 450 g
• Maize- 5 kg
• Bajra- 1.5 kg
• Sunflower- 2 kg

43. SEED STORAGE
Temperature 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

44. storage
Psychrometer

45. Stacking

46. • 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

47. QUALITY CONTROL
Quality Assurance
• The Quality Policy Nuziveedu Seeds ensures meeting world class
quality standards so that the farmers get optimal yields that maximize
their profitability.
• Quality Control & Quality assurance:
Is implemented in the fields during the production period and at the
processing plant after the produce reaches the designated plants.
• In the field, the quality assurance team inspects the seed crops
independently at the critical stages of hybridization operations as a
check in parallel to normal inspections carried out by the production
teams.
• Besides, keeping total quality management in view, Seeds are passed
through two major quality assessment tests which include STL and
Grow Out Test (GOT).
• After the seed lot reaches the plant, samples are drawn and sent to
STL and GOT Centres.

48. Seed Testing Laboratory (STL):
Moisture test, physical purity, other distinguishable varieties
presence, germination and vigour tests.
Four seed testing labs
Kompally two labs, (kompally lab was accrediated by the
International 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.

49. Activities done in STL
Receiving
Registration
Moisture analysis
Purity analysis
Germination
Reporting of results

50. Crop Submitted
Sample(g)
Working sample(g)
cotton 350 35
Paddy 700 70
Maize 1000 900
EVALUATION

51. 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

52. GROW OUT TEST (“GOT”)
About 52,000 lots of samples are tested in more than 500
acres.
 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 ELISA
Test to ensure Gene Purity

54. Bajra

56. OFFTYPE ORIGINAL CHARACTER

57. BASED ON LEAF COLOUR

58. Based on silk colour

59. ELISATEST
• 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

60. 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

61. 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.

62. 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.

63. 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.

64. Marketing Structure :-

65. (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 CHANNEL
PRODUCTION CENTRE
PROCESSING PLANT
MARKETING DEPOS
DISTRIBUTORS
PREFERRED DEALERS
DEALERS
FARMERS

66. Promotional Media
(a) Newspapers
(b) Cinema slides
(c) Hoardings
(d) Radio
(e) Melas.
(f) Field demonstrations

67. 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.

68. 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 .
Weakness
Less number of field staff as compared to sale.

69. 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.
Threats
Increasing competition in seed industry.
New entry of Multinational companies in seed market.