Indian fertilizer market is anticipated to register a CAGR of 5.5 percent until 2026, according to a recent report by IMARC Group. Fertilizers have played a major role in the success of India’s green revolution. The increase in fertilizer consumption has contributed significantly to the sustainable production of food grains in the country. Furthermore, the use of fertilizers in agricultural fields to supplement the required elements, such as nitrogen, phosphorus, and potassium found naturally in the soil will drive fertilizer usage for agriculture applications in the market by 2027.
One such company excelling in the manufacturing of phosphate-based fertilizers is Kolkata-based Indorama India. The company offers a wide range of products under primary nutrients, organic fertilizers, and specialty plant nutrients (SPN). Under the Micronutrient category, Indorama India offers Soil Application Grades that includes PARAS Zinc 21%, PARAS Zinc 33%, PARAS granulated Boron 14.5%, PARAS powder Boron (Actibor)– 14.5%,PARAS multi-nutrient mixture (Micro booster) - having Zinc(Zn), Iron(Fe), Manganese (Mn) and Copper (Cu) and in the Foliar application grade includes PARAS Boron 20%.
In the SPN category our primary focus is on Boron and Zinc. Boron is important for improving the quality, size, shape &colour of farm produce, prevention of flower & fruit dropping and prevention of rotting and cracking of fruits & fruit vegetables. Zincis an important co-factor for
enzymes that help in improving metabolic activity, improving grain feeling, fruit formation and reducing chaffy grains in paddy.
“Our primary focus was on strengthening the Brand -‘Paras’. At Indorama India, we believe that our biggest asset is our Brand–‘Paras.’ Paras is not a product as much as it is a friend’; ‘Paras’ stands for ‘peace of mind for farmers’,” says Anurag Agarwal, Director, Indorama India.
Customer-centricity
Indorama India has been keen on taking some conscious initiatives. Starting with the senior leadership stepping up and engaging directly with the entire team through town halls as well as electronic channels, which ensured an exchange of perspectives.
“We as a team put customer satisfaction at the core of all our activities. Therefore, the task before us is to keep up the Brand promise which would have a strong and positive image. The central focus has always been the generic do-good attributes and features of the products and promoting them to the community through intensive consumer connect and training programs. Our team always emphasizes interpersonal communication with all our stakeholders. Customer Centricity is in the DNA of our ardent Team,” affirms Mr. Ashvini Hiran, MD & CEOIndorama India.
At Indorama India, we believe that our biggest asset is our Brand–‘Paras.’ Paras is not a product as much as it is a friend’; ‘Paras’ stands for ‘peace of mind for farmers.
“We take pride in mentioning that Paras has a Brand Equity Index (The Nielson Company) of 7.6 in the FY-2020 which is significantly higher than our nearest competitor and from industry standards. Similarly, Paras scores above 90 percent Customer Satisfaction Index with all stakeholders that include the Dealers, Retailers & farmers,” he adds.
Adapting to the latest trends “At Indorama India, we always believe in being agile and adapting to the latest trends. In quick response to the current international scenario of fertilizers, we have successfully launched two new products which are Paras 16:20:0:13 and Paras 14:28 to cater to the needs of the farmers. We keep innovating new POP (point of purchase) material and designs to keep our customers aware and engaged. Our latest innovative service of the digital farmer training program through google meet during the lockdown to stay connected with the community was an Industry trendsetter. Keeping in the cyber boom in the Rural India we have launched a new project of direct interaction with the community through WhatsApp Broadcast messages with to help them with new farming technologies & solutions,” concludes Mr. Hiran.
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