A STUDY ON MARKET SHARE OF PEARL MILLET (BAJRA) SEED COMPANIES AND SALES PROMOTION STRATEGIES ADOPTED BY CRYSTAL CROP PROTECTION LTD. IN AGRA DISTRICT OF UTTAR PRADESH

Abstract: The present study was conducted to assess the market share of different pearl millet (bajra) seed varieties and companies and to examine the sales promotion and marketing strategies adopted by Crystal Crop Protection Ltd. in Agra district of Uttar Pradesh. The study was undertaken during the agricultural year 2025–2026 using a combination of purposive and random sampling techniques. A total of 100 pearl millet growers, 10 wholesalers, 5 retailers, and 10 consumers were selected from Akola block for data collection. Primary data were collected through personal interviews using a structured schedule, while secondary information was obtained from relevant publications and official records. The collected data were analysed using mean scores, ranking techniques, and Likert scale analysis. The findings revealed that Crystal Crop Protection Ltd. occupied the leading position among pearl millet seed companies with a mean score of 3.50, followed by Pioneer Seeds and Syngenta India Ltd. Among the various sales promotion activities, field demonstrations of bajra varieties emerged as the most effective strategy with a mean score of 3.96. Demonstrations also exerted the highest influence on farmers’ seed purchase behaviour, obtaining a mean score of 4.01. The study further indicated that dealer influence played a crucial role in seed selection decisions, followed by seed availability through local agri-dealers. Farmers expressed a generally favourable level of satisfaction towards the marketing strategies adopted for bajra seeds, particularly regarding seed availability and dealer guidance. The results highlighted that practical demonstrations, effective dealer networks, and accessible distribution channels significantly enhanced market penetration and farmer acceptance of bajra seeds. The study concluded that well-designed promotional and marketing interventions contributed substantially to strengthening the competitive position of seed companies and improving the adoption of quality pearl millet seeds among farmers.

Keywords: Pearl Millet (Bajra), Market Share, Sales Promotion, Marketing Strategies, Farmer Satisfaction

Author: Brajesh Kumar and Nitin Barker

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