An analysis of market share and promotional strategies of vegetable seed companies in Durg district, Chhattisgarh

Abstract

The current study was carried out on analysis of vegetable seed marketing during 2024-25 in Durg district, Chhattisgarh, with the objective of analysing current market shares of seed companies in selected vegetables and examining promotional strategies adopted by seed companies in study area. For fulfilment of the objectives of study, Durg district of Chhattisgarh state was selected purposively. Data collection was carried out using structured interviews, supplemented with field observations and dealer interactions. Analytical tools used included Percentage analysis for analysing current market share of vegetable seed companies and Likert scale for product promotion. The market was dominated by BASF (Nunhems) with 25.6% share, followed by VNR (22.3%) and Syngenta (17.3%). Promotional strategies involving direct engagement proved most effective, with farmers’ meetings (4.61), company representatives (4.49), and field days (4.38) ranking highest. Dealers preferred financial incentives, such as cash discounts (4.26), advance booking (3.93), and deferred payments (3.80).