M/s Dhanuka Agritech Limited manufactures a wide range of farm input products to support the farmer in his pursuit for better crop, better farming and better life. The Company has a pan-India presence through its marketing offices in all major states in India, with a network of more than 8,800 distributors & dealers selling to approx. 80,000 retailers across India and reaching out to more than 10 million farmers. The Company has technical tie-ups with 4 American and 6 Japanese companies.
Dhanuka Agritech is among the top five companies in India, in Brand sales. With more than 200 registrations and 500 active SKUs, the company has one of the largest market penetrations. Dhanuka Agritech currently has 30 Branch offices across India and 48 warehouses.
Dhanuka is a preferred Brand among progressive farmers. Growth drivers are the intensive marketing network penetrating even the interiors of India, increased farm income, enhanced awareness about the cost-benefit ratio of agro-chemicals, highly diverse product range with solution for almost all kind of pests & diseases in all crops, innovative marketing strategies and international technical tie-ups. The Company keeps adding new products every year through its collaborations and is continuously on the lookout to bring the latest technology to Indian Farmers.
Experience: The Company’s promoters possess four decades of experience in India’s agrochemical industry comprising an understanding of relationship building, customised application, pan-India distribution and effective marketing.
Reach: The Company created one of the deepest distribution networks in India’s agrochemicals sector; more than 80,000 retailers. Now, Dhanuka Product is house hold name for Indian farmers.
Strategic partnerships: The Company enjoys technical collaborations with seven leading global innovating companies (4 American and 6 Japanese) whose strength lies in R&D and product customisation. The Company was the first to launch DuPont products in India in the Nineties; the relationship continues despite DuPont having made an independent entry into India. Partnership-driven revenues accounted for 43% of the Company’s income in 2015-16.
Intellectual capital: The Company having dedicated, motivated team of more than 1200 employees and researchers evaluate existing and emerging formulations for onward application across different regions resulting in product customisation in line with farmers need.
Brand portfolio: The Company possesses a range of more than 85 brands. Over the years, the Company has strengthened its reputation as a one-stop solution provider for diverse crops, regions and seasons.
First-mover’s advantage: The Company was the first to introduce miticides in India, targeting mites, which ravage crops. This firstmover’s advantage helped develop the market for mites and enhance the Company’s market share in a growing agrochemical segment.
Location: The Company’s units are located strategically in Gurgaon (Haryana), Sanand (Gujarat) and Udhampur (J&K) and Keshwana (Rajashtan)
Research and development: Dhanuka Agritech Research Centre is recognized by Ministry of Science and Technology, Government of India
Premium: The Company’s niche products are marketed at a premium resulting in value-addition.
Training: The Company does not just market products; it conducts field demonstrations where product efficacy is demonstrated and farmers are educated for ‘Dhanuka kheti ki nai takneek’. Dhanuka also offers seed treatment solutions to farmers.
Financial: The Company enjoys a robust and deft free balance sheet.
Date：Jun. 15, 2021 Category：Viewpoint & Interview
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