‘Single fertilizer brand’ destroys our brand value, market distinction: Industry
To ensure uniformity in fertilizer brands across the country, the government issued an order today mandating all enterprises to sell their products under the ‘Bharat’ brand name.
Following the decree, all fertilizer bags containing urea, di-ammonium phosphate (DAP), muriate of potash (MOP), or NPK will bear the brand names ‘Bharat Urea,’ ‘Bharat DAP,’ ‘Bharat MOP,’ and ‘Bharat NPK,’ regardless of whether the maker is public or private.
Fertilizer firms have expressed concern about the decision, arguing that it will ‘destroy their brand value and market distinction.’
The judgment also ordered that the single brand name and emblem of the Pradhan Mantri Bhartiya Janurvarak Pariyojana (PMBJP), the scheme via which the Central government gives annual subsidies to fertilizer firms, must be shown on the bags.
According to a senior industry representative, ‘the company name might be featured in a very small fraction of the whole packaging.’
He says ‘the decision will affect fertilizer firms from brands, in addition to being a product difference, assist to create a firm’s image while visiting farmers’ fields.
‘Fertilizer companies participate in a variety of extension activities, such as field-level demonstrations, crop surveys, and so on, where their trademarks are prominently displayed and it also aids in reaching out to farmers.’ ‘All of this will now come to an end,’ the official stated.
Meanwhile, the directive states that fertilizer manufacturers will be prohibited from purchasing old-style bags beginning September 15, and the new system will go into effect on October 2, 2022. The companies have been given until December 12 to remove all of their previously designed bags from the market.
On Thursday, the Indian National Congress attacked the government’s reported decree requiring all fertilizer producers to sell their products under a single brand, calling it ‘one nation, one individual, one fertilizer.’
According to media sources, the government issued an order mandating all enterprises to sell their products under a single brand name of ‘Bharat’ in order to bring about uniformity in fertilizer brands across the country.
‘Nothing the Sarvavyapi does to promote himself should surprise us any longer.’ The most recent move is to offer all fertilizers under one brand, as part of the PM-BJP (Bharatiya Janurvarak Pariyojana),’ remarked Congress General Secretary Jairam Ramesh.