How Bharat Branding Is Changing Fertiliser Buying in Vidarbha’s Cotton Belt

thenewsdirt
1 day ago
6 min read

The One Nation One Fertiliser Scheme, implemented across Maharashtra's cotton and soybean growing districts of Vidarbha since October 2022, has standardised all subsidised fertiliser products under the singular "Bharat" brand.

This transformation in agricultural input marketing represents one of the most significant changes to farm procurement systems in recent decades, affecting the purchasing decisions of thousands of farmers across Yavatmal, Buldhana, and Akola districts.

The scheme, officially termed Pradhan Mantri Bhartiya Janurvarak Pariyojana (PMBJP), requires all fertiliser manufacturers to display the "Bharat" brand name and government logo on two-thirds of their fertiliser bag space, while company-specific information occupies only the remaining one-third portion.

This standardisation affects all major fertiliser types, including urea, diammonium phosphate (DAP), muriate of potash (MOP), and NPK combinations that cotton and soybean farmers in the region depend upon for their crop production.

Supply Chain Disruptions Create Black Market Dependencies

Agricultural distribution systems across the cotton and soybean belt continue to experience significant strain, forcing farmers into expensive alternative procurement channels.

During the 2022 Kharif season, Akola district received merely 73.5 percent of its sanctioned urea allocation, obtaining 17,321 metric tonnes against the required 23,560 metric tonnes. Yavatmal district secured 77 percent of its allocation during the same period.

The situation deteriorated substantially during the 2022-23 Rabi season when Akola received just 14.4 percent of its sanctioned fertilisers. The district obtained only 2,200 metric tonnes against the planned 15,230 metric tonnes. Yavatmal's allocation dropped to 38.3 percent, receiving 28,091 metric tonnes instead of the required 73,390 metric tonnes.

These shortages have driven farmers towards black market channels where fertiliser prices reach ten times the subsidised rates. While government-subsidised urea costs Rs 266 per bag, black market rates climb to Rs 2,500 per bag. Cotton cultivation in Yavatmal spans approximately 4,83,998 hectares, whilst soybean covers 2,72,898 hectares across the district, making fertiliser availability critical for agricultural productivity.

The Integrated Fertiliser Management System (iFMS), designed to streamline national distribution through real-time tracking, processes approximately 18 crore transactions annually, covering 640 lakh metric tonnes of fertilisers.

Despite this extensive monitoring capability, supply chain inefficiencies persist across Vidarbha's agricultural regions.

Farmers Navigate Complex Pricing and Quality Concerns

Agricultural input costs have escalated substantially across Maharashtra's farming regions, creating financial pressure on cultivators. Harvesting expenses alone have increased from Rs 2,500-3,000 per acre in 2022 to Rs 5,000-5,500 per acre in the current season.

Diammonium phosphate fertiliser prices rose from Rs 1,300 per bag in 2023 to Rs 1,600 in recent markets.

Total soybean production costs, including seeds, fertilisers, pesticides, and labour charges, reach Rs 24,000-25,000 per acre.

Cotton farmers face similar cost pressures with input expenses often exceeding Rs 35,000 per acre when accounting for seeds, fertilisers, pesticides, labour, and mechanisation costs.

The standardised Bharat branding aims to eliminate confusion among farmers who previously navigated numerous fertiliser brands with identical nutrient compositions.

All DAP fertiliser brands must contain 18 percent nitrogen and 46 percent phosphorus according to Fertiliser Control Order specifications, regardless of manufacturer. The unified branding system intends to reduce criss-cross transportation of fertilisers across states, potentially lowering freight subsidies ranging from Rs 6,000 crore to Rs 9,000 crore annually.

Quality assurance remains a concern for farmers who traditionally relied on specific brand preferences developed through retailer relationships and marketing strategies. The transition to standardised branding requires farmers to trust government quality controls rather than brand-specific reputations.

Trust and Awareness Patterns Emerge Among Agricultural Communities

Farmer responses to the Bharat brand standardisation vary significantly across the cotton and soybean belt. Many cultivators express confusion about the transition from familiar brand names to the unified government branding system.

The scheme requires adjustment in purchasing patterns that farmers developed over decades of agricultural practice.

Government officials report no formal concerns from farmer organisations regarding the standardisation policy. The Ministry of Chemicals and Fertilisers has not conducted comprehensive impact studies specifically examining farmer responses to the unified branding system. This absence of systematic assessment leaves gaps in understanding actual adoption patterns and trust levels among agricultural communities.

Agricultural retailers and input dealers play crucial roles in farmer awareness and acceptance of the Bharat brand system.

These intermediaries often influence farmer purchasing decisions through bundling practices that require farmers to purchase additional inputs alongside fertilisers. Union Agriculture Minister Shivraj Singh Chouhan has criticised such bundling practices as "sheer bullying" that forces farmers into unwanted purchases.

Cotton farmers in particular face additional challenges with pest management requiring multiple fertiliser and pesticide applications throughout growing seasons. The 2017 pink bollworm crisis destroyed over 80 percent of Maharashtra's cotton crop, demonstrating the critical importance of reliable input quality and availability for crop protection.

Natural farming initiatives have gained traction among some farmer groups, particularly in the Yavatmal district, where women farmers report eliminating chemical fertiliser usage entirely.

These farmers avoid traditional fertiliser procurement channels altogether, relying instead on organic alternatives and reduced input costs.

Regional Economic Implications: Transform Agricultural Markets

The unified branding system coincides with broader agricultural economic pressures affecting farmer profitability across Vidarbha's cotton and soybean regions. Cotton prices have hovered around minimum support price levels of Rs 7,500 per quintal, while soybean rates remain near Rs 4,000 per quintal, creating challenging economic conditions for farmers managing increased input costs.

Maharashtra accounts for 9.5 percent of India's total fertiliser consumption, making it the third-largest agricultural consuming state. The state's nutrient consumption increased by 3.4 percent from 2022-23 to 2023-24, yet distribution system failures continue affecting farmer access to essential inputs.

Government fertiliser subsidies reached Rs 2 lakh crore in 2022-23, representing a 25 percent increase from previous years.

The subsidy structure provides 80-90 percent coverage for urea costs and 66 percent for DAP expenses. These substantial government expenditures underscore the economic significance of fertiliser distribution efficiency for both farmers and public finances.

Farmer-producer organisations and agricultural cooperatives have emerged as alternative procurement channels, helping farmers access bulk fertiliser purchases at reduced costs. Some organisations report savings of 5-10 percent through direct manufacturer relationships, bypassing traditional retail distribution networks.

The standardised branding system represents just one element of broader agricultural policy changes affecting Vidarbha farmers.

Water scarcity, climate variability, pest management challenges, and market price fluctuations create complex decision-making environments where fertiliser procurement constitutes only one of many critical factors determining agricultural success.

The transformation of fertiliser branding across Maharashtra's cotton and soybean belt continues evolving as farmers adapt their purchasing patterns to the new standardised system.

Long-term impacts on agricultural productivity, farmer trust, and market efficiency remain subjects for ongoing assessment as the policy implementation matures across the region's diverse farming communities.