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To result in uniformity in fertiliser manufacturers throughout the nation, the federal government as we speak issued an order directing all corporations to promote their merchandise beneath a single model identify of ‘Bharat’.
Following the order, all fertiliser baggage, whether or not containing urea or di-ammonium phosphate (DAP) or muriate of ootash (MOP) or NPK will sport the model identify as ‘Bharat Urea’, ‘Bharat DAP’, ‘Bharat MOP’ and ‘Bharat NPK’ no matter the corporate that producers it, whether or not within the public or the non-public sector.
The order has drawn adversarial reactions from fertiliser corporations, claiming it’s going to ‘kill their model worth and market differentiation’
The order additionally said that the one model identify and the brand of Pradhan Mantri Bhartiya Janurvarak Pariyojana (PMBJP), the scheme beneath which the Central authorities grants subsidy yearly to the fertiliser, corporations should be displayed on the luggage.
“The corporate identify might be talked about in a really small portion of the entire packaging,” a senior trade official mentioned.
He mentioned the transfer may 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 corporations do a variety of extension actions reminiscent of field-level demonstrations, crop surveys and many others, the place their manufacturers are displayed prominently and it additionally helps in reaching out to the farmers. All it will now cease,” the official mentioned.
The order, in the meantime, mentioned that fertiliser corporations is not going to be allowed to acquire outdated designed baggage from September 15 and the brand new system will come into place from October 2, 2022. The businesses have been given time until December 12 to exhaust all their outdated designed baggage from the market.
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