Parijat Industries is one of the few Indian Agrochemical companies with a unique multi market presence in all three verticals of exports, Indian branded sales and corporate bulk sales to institutional factors.

Agriculture by its very nature is seasonal and largely dependent on local climatic conditions. Consequently, agrochemical companies are directly impacted by success or failure of climatic season in a market. This has been further exacerbated by climate change.

Conventionally, Indian Agchem companies are focused on only one section or two of the market at maximum.  Parijat has strategically built its market with equal emphasis on domestic and international business.

This strategy has provided two key advantages to Parijat. First, international exposure to markets with similar pestilence and climatic issues, typically along similar latitudes, equips Parijat with market intelligence to forecast future potential products for the Indian market. Experience with White Fly control in Spain, spurred Parijat to begin registering Pyriproxyfen in India long before the molecule gained its current centrality for cotton farmers. Decreasing demand for Tricyclazole- a rice fungicide- due to lowering of residue acceptance levels in USA allowed Parijat to predict the requirement for a Tricyclazole substitute.

The second advantage of this diversified strategy has been in terms of risk-management, so that a failure of the domestic season is hedged against performance in international markets.

Investments in regulatory strength for Indian and export markets have served to bolster each other and complementarily enhance each in turn.

Parijat’s ecosystem of diversified subsidiaries, global partners and vast distribution network enable delivery across a vast suite of agrochemical products. Parijat has established 6 international offices globally. This subsidiary and office network has enabled it to penetrate challenging markets and access diverse sources of products. The company’s experience in different and diverse geographies globally coupled with over 300 registrations, is positioning Parijat as an ideal partner for global business. The company’s branded formulation exports have reached over 70 countries since its operations which are now well over a decade old.

Parallelly Parijat’s domestic strategy is built on two pillars- Branded sales through a network of 4000 dealers and distributors across the country; and sale of proprietary products (which Parijat has exclusive rights to import) to corporate buyers including most major Indian players in the industry. This out-licensing strategy has enabled Parijat to access wider shelf-space for the products it is pioneering. Parijat’s strategy through its corporate sale division has been to build up the market size rather than battle for market share.

The company has proactively invested in being an early mover and in some cases the first Indian company after the MNC to register newer generation off-patent molecules.

Parijat’s domestic retail business began in 2008. With presence pan India, a formulation plant, strategically placed at the mouth of its agricultural hubs, in Ambala, Haryana; and an upcoming technical plant, Parijat offers over 60 branded products to Indian farmers. Working through 24 depots, Parijat’s retail staff of over 300 sales persons and 75 development executives, a vast network of over 4000 distributors are catered to. Parijat’s key strength and the driving force for its exponential growth, is their strategic 9(3) registrations in key products. Parijat’s strong dealer network and ecosystem of co-marketers is an ideal conduit for reaching the fragmented but lucrative and precipitously growing Indian Agri-inputs market. Having demonstrated experience in market development and extension and are associated with best-in-industry marketing and brand promotion programs.

Keshav Anand, CMD, says, “while Parijat will continue to focus on the crop protection market, agility in both global markets horizontally and in different segments vertically will remain the USP of the company.”

With the increasing role of digital media in rural marketing, agri-input industries find new challenges and opportunities in reaching out to farmers in a fast-changing technology environment. Parijat Industries, leveraging the advantages of an associated Media Production Firm (LRCF) and technology company (Parijat Innovations), intensifies use of its engagement with digital media such as YouTube, WhatsApp and regional Cable networks to reach out to farmers and dealers nationwide.

Working in 16 Indian states, Parijat was one of the early birds to recognize the potential of Social media and last mile communication in the Agrochemical sector for market and brand extension with farmers. Social Media and ecommerce are penetrating Indian business environment at an ever-increasing pace and technologically driven companies are hoping to cash in on the opportunity with their infrastructure in place.

Having started 3 years back, Parijat has created a pool of media content, in 7 different Indian languages for a blitz targeted on farmers, with short clips and longer films featuring training, brand building and product information for market extension. Parijat’ s crop-focused tutorials, produced as entertaining films with plot-lines and storyboards are consumed as entertainment through cable-TV networks by over 5 Million farmers. The films currently covering- Cotton, Paddy, Sugarcane and Soybean- provide start to end agricultural best-practices while also enabling a unique brand creation strategy. Parijat also has a fleet of 183 vans fitted with LCD screens that run nightly film screening in states across the country.

According to reports, WhatsApp crossed 200 million users in India in 2017, with a large proportion being rural users. Shorter digital media including animated infomercials designed specifically for consumption through mobile phones, has been a key reason for Parijat’s success in launching new products. The WhatsApp video campaign for its cotton white-fly control product Daita, won the marketing wing of Parijat a national level award for rural marketing. It included separate material for dealer education, and farmer education as well as branding media.

The digital campaigns through YouTube, local cable TV networks, WhatsApp and LCD vans perform an incredibly successful lead generation function, bolstered by a national toll-free helpline which helps convert brand recognition into business. The success of the model in India has led Parijat to adopt these practices in its International markets as well, creating French content for West African cotton farmers. The third-layer to the rural marketing strategy as Parijat is the arms of agronomists and agricultural scientists providing details input, demonstration and training to farmers to add depth to the engagement initiated by digital media.

Aditi Anand, Director of Parijat Industries, says that “Technology is actually the ultimate leveler in rural marketing. Our strength in producing high quality video content in multi-lingual formats allows us to access opportunities for nonlinear market expansion and brand building. Digital and social media are going to be paradigm game changers and the challenge for progressive companies is immigration and integration of these new tools with feet on ground marketing and sales infrastructure. By entering early, we have acquired the necessary momentum for harnessing the potential of social media.”

Parijat Industries is an integrated crop protection and public health chemicals manufacturing company, with its head office in New Delhi and manufacturing facilities in Ambala, Haryana. Parijat’s branded agrochemical products are sold in India and in countries on all five continents. With over 400 international existing and ongoing registrations Parijat has established deep technical and regulatory depth in 5 continents.

Leading Indian agrochemical company, Parijat Industries, announced the launch of 2 new formulations this kharif season.

Agrochemical companies are seeing robust demand, after 2 consecutive years of bad rains. Rainfall in the four-month monsoon season from June to September has been normal in most parts of the country, barring few, according to the India Meteorological Department (IMD). It has been normal or excessive in the key crop-growing states in northern and western India, including Uttar Pradesh, Gujarat, Bihar, West Bengal and Odisha. According to the IMD, it is likely to remain normal in the remaining two months of the season.

These rains, will ensure a good kharif harvest and a strong rural demand for crop protection products to ensure a healthy crop as the monsoon rains also provide, the optimal environment for pests and weeds to thrive. With crops like paddy, cotton and soybean nearing harvesting stages soon, farmers are making all efforts possible to ensure a ripe healthy crop, to maximize their profits.

Resurgence of pests, especially whitefly in cotton, had tested farmers’ resolve last year. Whitefly, along with borers and other sucking pests, has started emerging again and its population is growing. This is the time for the farmers to guard their crops, still standing in the fields, before it turns into crisis.

The two new products announced by Parijat Industries include Leonis for whitefly on cotton and Mojati for brown plant hoppers, green leaf hoppers and white backed plant hopper on rice.

“With focused investment over the last few years in establishing an inhouse scientific and technical infrastructure, for registration and product development, Parijat has created the mitigating factors to enable release of a slew of new formulations into the India and International market.” –Vikram Anand Director.

Parijat Industries is an Indian manufacturer of branded agrochemical formulations, and seller of products in India, with over 400 registrations in 48+ countries. It caters to an extensive distribution network in India, C.I.S, Russia, apart from customers in the Americas, Africa and Asia.

CMO Asia, an organization of Asia’s top marketing executives and professionals, through their network, generate high level thought leadership and peer networking amongst decision makers across Asia. CMO Asia’s National Award For Marketing Excellence was awarded to Parijat Industries on 6^th July in Mumbai this year.

Thanks to better networking, the rural consumer today is spoilt for choice with access to multi-channel information to products and services. Like their urban counterparts, rural buyers aspire to purchase branded, high quality products.

According to the World Bank census of 2016, India consist of about 650,000 villages. These villages are inhabited by about 850 million consumers making up for about 67% of population and contributing around half of the country’s Gross Domestic Product (GDP). Owing to a favorable changing consumption trend as well as the potential size of the market, rural India provides a large and attractive investment opportunity for private companies.

The year 2015, brought one of the most major whitefly attacks on the cotton belts of Punjab, causing an approximate loss of Rs 4,200 crore! In 2016, Parijat Industries came ready with a solution to take back to the farmers. Parijat’s Daita, brought relief to the stricken crops and farmers alike; counteracting whitefly pest. Parijat’s Daita, is an IGR product, and not a conventional insecticide. It works against all stages of white fly cycle, be it eggs, nymphs or adults.

The launch of Parijat’s Daita was unique as far as rural marketing goes. In the cotton market, more than 30 launch events, across 9 States covering 3,500 dealers and distributors within a span of 20 days was executed. From mesmerizing 3D TV commercials of the product; almost 200 LCD vans, 300 rural transport ads and jhankis; 20 feet cutouts in all major mandis; info-commercial audio-visual messages via WhatsApp; to cable TV ads dubbed in 9 regional languages, product merchandise was distributed to approximately 5,000 dealers and farmers at the launch events.  The entire campaign was executed in 35 Days, which gave a sensational visibility in the market during targeted months across India.

Parijat Industries and Little Red Car Films collaborated together in the launch of this campaign, and in acknowledgement of this success, Times Network presented Parijat Industries and Little Red Car Films, with the National Award For Marketing Excellence (Best Marketing Campaign For Rural Brand Development) for the campaign, Daita- Safed Makhi Ka Vanshnashak; last month at Taj Lands End, Bandra, Mumbai. The objective of The National Awards for Marketing Excellence is to pay tribute to marketers that possess a persuasive and trend-setting campaigns, thus reflecting the industry’s innovative strength. Since its establishment, the competition has emerged as an effective instrument for participants and winners to position themselves and set their products apart from those of rivals.

“Effective communication right down to dealer and farmer interaction, for the agri input sector now requires a multi-channel combination of old and new media platforms, and that was our aim for our product Daita. We needed a lucid message going out, in multiple local languages and creation of awareness through several media channels, across the country in a very short span of time. We were able to meet this challenge and the team delivered with utmost alacrity.”- R Venugopal, Director.

In the global economy, a primary value enhancer for an Indian manufacturing company is building solid brands. A successful brand building strategy is the holy grail pursued by all companies. But building a profile of international brands is a different ballgame.  An expensive, long term and complex combination of many factors goes to build a single brand, and multiple of those factors go into building a war chest of brands in international markets for any company. Acquiring a trademark in a foreign market is one of the foundation pillars in the strategy.  Trademarks can either be acquired through designated trademark authorities in individual countries or through international protocols such as WIPO, EUIPO, ARIPO.

Indian companies are not only content with growth in India, but also serious about accessing international markets have to embark on this daunting road, and need an appetite to compete against Chinese prices and established market presence of western and multinationals brands.  A good number of Indian companies have built international brands.  Parijat Industries, a manufacturer of high quality agrochemical formulations is one of India’s leading branded agrochemical exporters with a formidable war chest of international brands and registered trademarks.

With exports spanning countries of Asia, Africa, Europe, North and South America and Oceania and CIS; Parijat and its international subsidiaries has quietly embarked on an international brand building strategy acquiring a war chest of trademarks in a formidable 45 countries worldwide and another 10 in the pipeline. This includes its mother brand Parijat and, or trademarks for its branded formulated products. Trademarks for branded formulations have been acquired in countries spanning different continents such as England, France, Canada, Bangladesh, Myanmar, Sudan, Kenya, Iraq, Russia, Georgia, Peru, Ecuador, and Guyana.  Apart from these the company already has over 60 trademarked brands in the Indian market where it sells in 22 Indian states. Acquiring a brand can take a substantial amount of time and investment and this can span from 6 months to up to 3 years. If objections arise and litigations follow this period can extend into years.

Acquiring a pesticide formulation registration in any country is a lengthy affair and at an average can take 2-3 years at the minimum. Therefor the branding and trademark must go hand in hand with the product registration. Parijat has built up a daunting 400 product registrations in 45 countries, which form the bedrock upon which trademarked brands are being built in international markets, and Parijat is looking to cash in the coming years.

Keshav Anand, Chairman & Managing Director of Parijat says “putting in place the registrations and trademarks globally is a strategic initiative for acquiring the springboard to enable Parijat with the ability to ramp up, nonlinear volumes in each market as opportunity arises.”

The continuous use of fossil fuels is set to face multiple challenges. From global warming and other environmental concerns, to geopolitical and military conflicts and of late, continued and significant fuel price rise; renewable energy is the solution to the growing energy challenges as they are abundant, inexhaustible and environmentally friendly.

July 30^th and 31^st 2012, saw India’s largest power blackout across the globe (The Great India Outage), which stretched from Kolkata to New Delhi. This blackout was attributed to the northern power grid failure, resulting in about 700 million people going without power.

In January 2015, the Indian government expanded its solar plans, targeting US$100 billion in investment and 100 GW of solar capacity by 2022. Prime Minister Narendra Modi said at the 2015 COP21 climate conference in Paris, “The world must turn to the sun to power our future. As the developing world lifts billions of people into prosperity, our hope for a sustainable planet rests on a bold, global initiative.” In sync with this initiative, and as a commitment to clean the environment, Parijat Industries India Pvt. Ltd. recently invested and installed a solar plant at their manufacturing plant in Ambala, Haryana.

Under Haryana Renewable Energy Development Agency’s (HAREDA) state policy, Parijat Industries has installed a Grid-Tied Solar Rooftop capable of generating 450kW of energy. While this is enough to satiate 90% of the factory’s needs; excess or unused power will be added to a grid set up by the HAREDA, which can then be used by neighboring villages outside of Parijat Industries manufacturing premises.

As the awareness for an alternative means of energy grows, more and more corporates are investing in solar power. While there are several industries, like IT, steel, pharmaceutical, etc., across India, that have taken initiative in solar energy; there are but a handful of agrochemical companies associated with the enterprise of solar power. Running with the big corporations of the agrochemical industry; Parijat Industries’ commitment to creating a green, renewable energy source is cardinal. It is also a humble contribution to the commitment of government of India to generate 100 GW of solar capacity by 2021. Parijat was awarded the International Environment Management Award in the year 2015.

“The instillation of Parijat’s first solar energy generation capacity, is in line with our company’s commitment to responsible environment practices.” – Vikram Anand, Director

Parijat Industries India Pvt. Ltd. is an Indian MNC manufacturing and selling plant protection products. With several international and ISO accreditations, Parijat Industries caters to an extensive distribution network primarily in India, C.I.S and Russia; along with over 70 other countries worldwide. Rabo Equity Advisors, investment advisors for India Agri Business Fund II, have invested in Parijat Industries for acquisition of a minority stake, in 2016.

Corporate Social Responsibility is a worldwide concept, accepted and practiced globally. CSR activities align a company’s social and environmental activities with its business purpose and values.

Being a socially responsible corporate citizen, Parijat Industries India Pvt. Ltd. has effectively extended its goodwill towards communities in different locations through various community projects. CSR activities of Parijat Industries reflect its commitment to create an impact on communities through every project it undertakes. The CSR vision of Parijat Industries continues to actively contribute to the social, cultural and economic development of the communities by providing sustainable solutions. Parijat’s social initiatives cater to the fields of education, creating livelihoods, agriculture, environment, health and sanitation, rural development, sports and exploring our intangible cultural heritage.

Parijat Urja Chakra (PUC) was started in 2013 with the mission to empower the villages of Ambala, Haryana under the CSR initiative of Parijat Industries Pvt. Ltd. Constantly aiming at providing holistic development to the children of the villages through education, music, sports and skill development; PUC runs projects in collaboration with NIIT Foundation to enhance the employability skills and personality of the rural youth.

PUC is essentially a computer training center, that provides both career and non-career courses, to help enhance the employability skills and personality of the rural youth entering the job market. Career courses include, data entry, tally and F&B course for students of class 12^th and above; and non-career courses include certificate courses in basic and professional IT elements and social networks. Non-career courses are generally taken up by children between 12-17 years.

A robust program of soft skills engagement by Anand Foundation, another great social initiative from Parijat Industries, go hand in hand to augmenting skill development courses offered by NIIT Foundation at Parijat Urja Chakra. These include music, sports, reading and public speaking. Also, a network of badminton courts is being built at government schools in Ambala. Provision of clean drinking water in government schools in Ambala, is another great initiative by Anand Foundation (AF).

AF’s art internships have been enhancing the students learning and development experiences outside the academic setting. These internships aim at not only building an array of young minds appreciating diversity and intangible cultural heritage but also explore the community they thrive in.

Parijat Industries’ social initiatives cater to not only the fields of education, but also contribute to environment. Plantation drives are regularly conducted across various locations in India in alliance with Plantology, led by Mrs. Radhika Anand in collaboration with the NSG, under the umbrella of mission “Falvan–fruit for all”. More than 1,85,000 trees have been planted till date.

“Parijat’s CSR dovetails into its core philosophy of the doctrine of care for all its stakeholders. As such our CSR has only extended an existing ethos in the company.” – Vikram Anand, Director

Despite being a young mid-sized organization, Parijat Industries India Pvt. Ltd. has effectively extended its goodwill towards communities in different locations through various community projects. CSR activities of Parijat Industries reflect its commitment to create an impact on communities through every project it undertakes. Their vision continues to actively contribute to the social, cultural and economic development of the communities by providing sustainable solutions. The Parijat group of companies offers international quality agrochemical products ethically produced and sourced, in over 70 countries worldwide.  Farmers worldwide are being served by building global partnerships, supplying quality cost-effective crop protection chemicals for the last 10 years.

Predictions of a good monsoon after many seasons of erratic rainfall will prove to be a boon for farmers. But if past experience is anything to go by, unforeseen pest attacks can play spoil sport for the farmer even in favorable climatic conditions. The white fly attack on cotton, ruined almost 75% of the crop across the cotton belt in Punjab in 2015, causing an approximate loss of Rs 4,200 crore!

Major crop issues like white fly, brown plant hoppers, blast and mildew diseases arise due to the erratic climatic changes, disturbed rainfall patterns and global warming.

In this scenario, using combination products or newer generation products with a broader spectrum help tackle these issues more effectively. Parijat Industries’ Kresoxim-methyl is a new chemistry fungicide with prophylactic and curative actions; it inhibits spore germination eliminating the disease at early stages, that can be used to treat blast and mildews in a variety of crops like rice, grapes, maize, soya bean etc. Parijat’s Pyriproxyfen 10% + Bifenthrin 10% EC is an insecticide against whitefly in cotton; instead of two sprays for different stages, this combination product acts against both early and late stages of white fly, making it a more ideal investment. Another broad-spectrum combination insecticide from Parijat is Fipronil 4% + Thiamethoxam 4% SC used against hoppers in rice; both molecules are toxic to pests by contact and ingestion, have rapid uptake and action, ensuring faster and more positive results.

“Parijat’s unique combination products provide longer duration of control than standalone products per se and many other similar products in the market. We ensure our new products are environment friendly, necessitate lower doses, ensure maximum effectiveness and are a worthwhile investment for the farmers. We are regularly introducing new generation products to help the farmers with alternate and effective solutions. While the two combination products are unique and being made available for the first time to Indian farmers by Parijat, Kresoxim methyl, in fact is available currently with only one company in India.” – R Venugopal (Director)

Parijat is a 35-year-old Indian MNC with global presence. Parijat Industries offers international quality crop protection products ethically produced and sourced, for the last 10 years. Based in New Delhi, India; Parijat is present in over 70 countries, with 7 international offices and exclusive distribution networks in India, Russia & CIS, and West Africa.