To result in uniformity in fertiliser manufacturers throughout the nation, the federal government right now issued an order directing all corporations to promote their merchandise under a single brand identify of ‘Bharat’.
Following the order, all fertiliser luggage, whether or not containing urea or di-ammonium phosphate (DAP) or muriate of ootash (MOP) or NPK will sport the brand identify as ‘Bharat Urea’, ‘Bharat DAP’, ‘Bharat MOP’ and ‘Bharat NPK’ regardless of the corporate that producers it, whether or not within the public or the non-public sector.
The order has drawn opposed reactions from fertiliser corporations, claiming it should ‘kill their brand value and market differentiation’
The order additionally said that the one brand identify and the brand of Pradhan Mantri Bhartiya Janurvarak Pariyojana (PMBJP), the scheme under which the Central authorities grants subsidy yearly to the fertiliser, corporations should be displayed on the luggage.
“The company name can be mentioned in a very small portion of the total packaging,” a senior trade official stated.
He stated the transfer might hurt the fertiliser corporations as manufacturers other than being product differentiator additionally helps in constructing a picture of the agency whereas going into the farmers’ fields.
“Fertiliser companies do a lot of extension activities such as field-level demonstrations, crop surveys etc, where their brands are displayed prominently and it also helps in reaching out to the farmers. All this will now stop,” the official stated.
The order, in the meantime, stated that fertiliser corporations won’t be allowed to obtain outdated designed luggage from September 15 and the brand new system will come into place from October 2, 2022. The corporations have been given time until December 12 to exhaust all their outdated designed luggage from the market.