Study on Marketing of Herbicide (IRIS) in Shivpuri District of Madhya Pradesh State

The Present studywas conducted in the year 2022-2023 with asampleof100Soyabean farmers in Block of Pohri district of Shivpuri. The study reveals that the market share of UPL Ltd in Shivpuri district was found to be the maximum total of 1,03,000 viz. Herbicide, followed by Insecticides, and Fungicides. The market share and key existing competitors ofIRIS herbicide was found to be Patela, Sugam, Shaked, Fusiflex, Odyssey. While studying the customers it was found that customers buy agrochemicals maximum on the basis of relation with the dealers contributing followed by the quality of product, brand image, and price of the product and other source. The major constraints ofmarketing of IRIS herbicide were High cost of herbicide, lack of availability of information at farm level, quality of herbicide, lack of awareness and lack of field work and others.