Indian Journal of Fertilisers, Vol. 2 (1), April 2006, pp. 65-70 (6 pages) IPL in the Service of Farmers

Indian Potash Limited (IPL) has completed more than 50 years in fertiliser trade in . IPL has equity partners from private, public and cooperative sector of fertiliser industry. The organisation was set-up for import, handling, promotion and marketing of potash in the entire country. The organisation has grown with T. RAMCHANDRAN vast network of dealers across the country and enlarged the product basket Indian Potash Limited, from MOP to AS, urea, DAP, SSP, RP, SOP, gypsum and cattle feed. IPL field staff Pragati Tower, Rajendra Place, have been rendering excellent agronomic services through various extension New Delhi -100008 activities. IPL has also collaborated with CIDA, ICEF, IPC, PPIC and K+S GmbH for implementation of agriculture and rural development projects. Understanding the needs of farming community and assisting them to enhance their prosperity has been the driving force behind IPL’s sales promotion and extension activities.

NDIAN POTASH LIMITED (IPL), ONE OF got sown in the bed of Indian accountability and transparency in the I the oldest members of Fertiliser Agriculture. During 1955, a joint stock functioning of IPL. company by the name of Indian Potash Industry in India, celebrated its golden In our efforts to ensure adequate supply Supply Agency (IPSA) was set-up by jubilee on 17.6.2005. IPL in its life span of of MOP and other fertilisers in the the then Ministry of Commerce and 50 years has kept its focus on farmers country and to avoid shortage of MOP Industry consisting of all the leading that enabled it to increase their sales especially which is 100% imported, we importers of fertilisers as its shareholders. volume from 11 thousand tonnes in 1955- had right from the beginning created IPSA, thus, become the sole entrusted 56 to 36.76 lakh tonnes of fertilisers infrastructure in all the major and minor agency for import handling, promotion during 2004-05. The turnover in this ports in India to receive cargo as and and marketing of Potash in the entire period has increased from Rs.34.31 lakh when required. This includes handling country. IPSA’s work on Potash to 3289.05 crores. The success story of IPL of vessels, storage and transportation to promotion was recognised by the farmers is the result of vigorous promotional various centres by rail and road in the across the nation, and was well and marketing efforts put in over the country to enable the distribution network appreciated by the Sivaraman Committee years. Half a century is a long period in to make availability of MOP at the on Fertilisers as well as the National the life of any business identity consuming points, i.e., at the doorsteps of Commission on Agriculture. Thereafter, to undergoing change, evolution and the farmers. It will not be an come up to the expected challenges adaptability. Nevertheless, for IPL what understatement to say that IPL created because of introduction of HYV seeds, has not changed in these fifty years is its infrastructure in most of the minor it was decided to strengthen IPSA by unwavering, unrelenting and unflinching ports which are serving the nation well broadening its capital base. In 1970, ‘Focus on Farmer’. Understanding the even now. The handling of latest IPSA was converted into Indian Potash needs of the farming community and vessels – Panamax was introduced by IPL Limited (IPL) and its membership base was assisting them in good as well as bad through Gujarat ports as most of the expanded to include cooperative sector times has been the driving force behind major ports were shying away from institutions and public sector IPL’s sales promotion and extension handling bulk dry fertiliser cargo. In short, companies. activities. Agriculture is the essence of it is only IPL in India which can handle not only the economy, but also of the The Government of India deserves fertilisers throughout India through any culture and this is reflected in the large appreciation for structuring IPL’s share port. number of harvest festivals and other capital in such a way that it represents Over the past 5 decades, IPL has been traditions centered on farming. Our ever- almost all the stakeholders in fertiliser on a phenomenal growth path, which is growing population demands constant and agriculture sectors. The entire co- well indicated by the increased effort to increase agricultural production. operative sectors at all the levels– consumption of Potash in the country It is, however, equally important to districts, state and national, is innovate methods and techniques to from 10.3 thousand tonnes of K O in represented fairly well with NCDC (a 2 1955-56 to 2.02 million tonnes in 2004- ensure that our country remains self- Government of India statutory body to 2005. Sale of all IPL fertiliser showed an sufficient. plan, promote and finance the increase from 11.8 thousand tonnes to 3.7 development of agriculture co- IPL – EVOLUTION million tonnes, turnover rose from Rs. 3.43 operatives) as well as state level co- million to Rs. 32.88 billion during the same THE EVOLUTION OF IPL STARTED SOMETIME operative federations as its members, period. before the seeds of “Green Revolution” which ensures enhanced reliability,

65 INDIAN JOURNAL OF FERTILISERS APRIL 2006 FROM FERTILISER TO OTHER activities related to agriculture and along with ‘N’ and ‘P’. In this process, AREAS OF SERVICES TO FARMERS commodity purchases, sales, etc., There the productivity of crops increased is a good response from farmers to this gradually and with the green revolution WE HAVE BEEN VERY CLOSELY WORKING club. taking place in the country, the role played with the rural sector in the country where by IPL has become very crucial in PROMOTIONAL PROGRAMMES directly our concern is to improve the well- achieving the food stability what the being of the farmers. We have been INDIAN POTASH SUPPLY AGENCY (IPSA) country enjoying now. supplying fertilisers and also educating forerunner to IPL was essentially created the farmers for a gainful farming to IPL agronomists share their knowledge to introduce ‘K’ to Indian soil which was improve their lifestyle and earnings and experience in events like haats, field not known to Indian farmers during 50s. through various methods. With this in days, harvest festivals, farmers This was a time immediately after mind, we entered into dairy products i.e. conferences, crop seminars, kisan melas, independence India was looking forward purchasing milk from farmers and selling agro exhibitions, dealer training to aid to meet food requirements in the under the brand name of `Dairy Fresh’ to programmes, village adoption country. Farmers were using only urea ensure that farmers are getting reasonable programmes, crop demonstrations, soil and were not keen for balanced market price. The milk collected through testing, fertiliser recommendation fertilisation. During this time, a dedicated village collection centres undergoes ultra- programmes and meeting at agro service team of agriculture workers from IPSA modern processing at the plant and the centres. Various activities are organised (IPL) commenced with all earnestness to final product passes 20 stringent tests to including mass media programmes like propagate the use of ‘K’ and the benefits be hygienic and wholesome. We are also screening of films as well as slides that derived from use of ‘K’ by supplying to the farmers good quality through audio-visuals vans and rural conducting field demonstrations cattle feed produced in our own plant at theatres, press publicity, radio jingles, throughout the country. There were Sikandrabad, distt. Bulandshahar (UP). road side hoardings, wall paintings, resistance from farmers to use ‘K’ – The milk procured from the farmers are distribution of elaborately printed potash in the beginning due to various processed at our own plant at Kundli, publicity literature like crop leaflets, apprehensions such as crop getting distt. Sonepat () for redistribution. hand bills; POP displays material such as damaged, etc., were few of the problems These services are well-appreciated by the posters, stickers, tin plates, glow signs, to be mentioned faced by IPL. With the farming community and they prefer to calendars and exhibition material. IPL determination and commitment shown by purchase IPL cattle feed because of its field staff has been rendering excellent our earlier managers and agronomists, quality and also supply milk to IPL dairy agronomic services without any who continued the demonstrations and plant for getting prompt payment and commercial consideration thereby, acting trials etc., were able to communicate to the other support. as the farmers friend, philosopher and farmers about the need for use of ‘K’ In order to help the farmers during crisis such as death/accident in the family of farmer especially their breadwinner, we had provided to the farmers life insurance coverage for Rs. 1.00 lakh through M/s. IFFCO-TOKIO General Insurance Company in which IPL is also a partner. This benefit goes to the farmers even if they purchase a small quantity of fertiliser to the value of Rs.4,000/- only. Under this scheme, many of the poor farmers have been benefited throughout the country. We have also formed “IPL farmers club” in our ‘Golden jubilee year’ to impart knowledge of various farming activities to farmers. To begin with, this club was formed in Tamil Nadu and and efforts are on to start in other states also. The aim of this club is to provide a forum to interact with the farmers and also to facilitate interaction First potash demonstration farmer being felicitated by among the farmers on their various Hon. Minister Mr. Ram Vilas Paswan during IPL Golden Jubilee function 66 INDIAN JOURNAL OF FERTILISERS APRIL 2006 Environment Improvement in Rainfed Table 1 - Ongoing promotional activities undertaken by IPL Areas (EIRA) Project S.No. Activities 2002-03 2003-04 2004-05 Following a contribution agreement between India-Canada environment 1. Crop demonstrations 132 703 1835 2. Farmers meetings/training/ 210 411 998 facility (ICEF) and Indian Potash Limited field days (IPL), the project named as “ Environment 3. Crop seminars 23 32 48 Improvement in rainfed areas (EIRA) 4. Intensive campaigns 282 300 306 project”, was taken up in 60 villages (30 5. Agri. extension officials training - - 28 in district Chhindwara, (M.P.) and 30 in 6. Exhibitions 21 26 55 district Amrawati (Maharashtra). The 7. Wall paintings (000 sq.ft.) 22 95 272 project period was slated for five years 8. Hoardings - 120 150 starting April 1996. This was further 9. Audio-visual shows 2400 2016 2160 extended till March 2003. The project was 10. Dealers trainings 26 28 28 seen as an initiative towards evolving an 11. Literature distribution (000) 326 780 682 innovative comprehensive programme of 12. Film production 1 2 1 sustainable improvement in the environment quality of rain-fed areas and management of natural resources by guide by consulting on his farming people like Muzaffar Ali, Shyam Benegal, community involvement. business in totality. Promotional activities S.S. Oberoi and Kiran Juneja. One of the undertaken by IPL under various projects films titled “Ashirwad Vigyan Ka” The project worked towards achieving during the past three years are summarised received Best Video Film Award (2003) from its aim by adopting a bottom-up approach, in Table 1. the Fertiliser Association of India. IPL was i.e., developing the programme from below also first to introduce daylight screening and the local communities having control AV Vans and Films in these units. Daylight screen is a over the planning, implementation and In 1964, IPL put on road its first and compact portable plastic screen that can management of natural resources. The possibly the fertiliser industry’s first show bright pictures to a small audience community-based process oriented, audio-visual van. This proved an instant of around 50-60 persons. Innovative media participatory and empowering approach hit. Initially still shots of crops, such as puppet shows have been devised adopted by the project provided learning commentaries on judicious fertiliser use and deployed regularly. from the experiences within the project. and relevant messages were shown which The project is implemented with the help the rural community very well received. SPECIAL PROJECTS of “village environment committees” The number of vans increased. Presently (VECs) constituted in each of the project SINCE THE 1990S, THE COMPANY HAS eleven mobile audio-visual units have villages. The VECs worked in coordination been deployed all over the country to in conjunction with various international with the cluster supervisors (CS). The educate farmers through films and slides agencies carried out agricultural extension cluster supervisors worked under the on balanced fertilisation, improved crop projects and implemented developmental guidance of subject matter specialist production and other related aspects. projects at the village level. These have (SMS) and the district project manager Nonetheless, the farmers were not only manifold objectives – of improving yields, (DPM). interested in knowledge but also wanted of correcting the imbalance in fertiliser use, of increasing the livelihood Project interventions, in the form of information with entertainment. IPL activities focusing on soil and water recognised this need of the farmers and sustainability, and rural development in its totality. conservation, energy conservation, started making short films which afforestation, use of organic manure, besides amusing, inspiring and Indo-Canadian Agriculture Extension improved the environmental balance. motivating farmers focused on delivering Project (ICAEP) Certain interventions like installation of the message about improved agricultural biogas plants had a great impact on practices, balanced use of fertilisers, etc., With the assistance of Canadian International Development Agency deforestation. In such cases, the The promotional messages on potash requirement of household for fuelwood applications and their benefits travel (CIDA), ICAEP was implemented in Barabanki, Meerut and Sultanpur districts was reduced to almost ‘zero’ level and across the length and breadth through the the installation of bio gas plants resulted audio-visual units and the mobile soil of to improve the agriculture production and to develop in less cutting of tress. Farm bunding testing labs. Over half a century, it has resulted in an increase in production due produced fifty films including tele-films rural areas through extension and research. to moisture conservation and check in soil that have had contribution of the talented erosion. The stop dams/check dams and

INDIAN JOURNAL OF FERTILISERS APRIL 2006 67 Table 2 - Achievements under EIRA project project activities for the five years period is given in the Table 2. Activity Unit Potash Promotion Project (Correcting 1. Soil and water conservation the Imbalance) a. Farm bunding Ha 6632.93 This project was conceptualized after a memorandum of understanding (MoU) 2. Afforestation a. Plantation on community land No. of plants 1544054 was entered into between International b. Plantation on private land No. of plants 817496 Potash Company (IPC), Moscow and c. Nursery raising No. of seeding 2154013 Indian Potash Limited (IPL), New Delhi on 17th February 2003. The project was 3. Composting st a. Compost pit No. 167 operationalised on 1 April 2003 for a b. Nadep No. 802 period of three years. c. Vermi-compost No. 91 d. Agriculture crop demonstration No. 740 The project comprises of a comprehensive programme for correcting 4. Check dam/stop dam the imbalance in fertiliser application in a. Small (cost up to Rs. 50,000.00) No. 8 b. Medium (50,000 to 2,50,000) No. 27 India by increasing the consumption c. Large (2,50,000 and above) No. 3 of Potash to achieve N:K ratio of 4:1 d. Water reservoir No. 9 in the long-run and at least 6:1 at the end of project period. Under this 5. Energy conservation and development a. Improved (iron) chullahs No. 1157 project, the approach is to propagate b. Solar cooker No. 127 existing state fertiliser recommendations c. Smokeless chullahs No. 2002 for increasing potash consumption. The d. Nutan stoves No. 568 project is operational in the following e. Preserve cooker No. 633 f. Bio gas/ W.C. No. 855 states: - East zone : Orissa and West Bengal 6. Community development a. SHG’s/ UG’s No. 221 West zone : M.P., Chhattisgarh, b. ERC No. 30 Gujarat and Maharashtra 7. Training and capacity building North zone : U.P., Punjab, Haryana, a. Training of villages groups No. 53 b. Training to staff No. 7 Rajasthan and H.P. c. Exposure visit (trips) No. 23 d. Training of VEC No. 62 South zone : Kerala and A.P. e. Workshops No. 5 Under the project, field programmes of farm ponds increased the water level of wells. The plantation efforts and protection of forest land rise to greenery, check of soil erosion and change in atmospheric temperature. Energy conservation activities in addition to installation of bio-gas plants like house hold toilets, distribution of pressure cookers, smokeless and improved iron chullahs, Nadep and vermi-composting etc. were helpful not only in meeting out the need of extra energy resources but contributed to the good health of village people, particularly women. The development of village level institutions like village environment committees (VEC), self help groups (SHG) and user groups (UG) transformed the governance aspects in an organised manner to increase the participator process. Progress of the Crop demonstration on balanced fertiliser use 68 INDIAN JOURNAL OF FERTILISERS APRIL 2006 that 15 to 24% increase in fruit yield of pineapple could be achieved by the

application of 16 gm K2O as MOP and SOP,

respectively, than 8 gm K2O as MOP recommended at a present – increase in fruit yield was always higher with SOP than with MOP. Studies on the efficacy of sulphate of potash on growth, yield and quality of banana at Coimbatore revealed that SOP application had appreciably improved many of the yield and quality traits. Post-shootings spray of SOP was taken up and it is concluded that SOP can be integrated in banana nutrition as foliar spray at 1.5% concentration applied twice first at the time of last-hand emergence and second 30 days thereafter so as to produce quality bunches. Three other projects, 1.”Evaluation of Farmers meeting at village Changal (Sangrur), Punjab SOP for growth yield and quality of black pepper” with Indian Institute of Spices farmer’s education viz. Field from various stations. Four mobile audio- Research (ICAR), Calicut, Kerala; 2. demonstrations, field days/farmers visual units were added to the existing “Efficacy of sulphate of potash on the meetings, crop seminars, intensive fleet of IPL. Project has made definite growth yield quality and shelf life of campaigns, agri. extension officers impact in creating awareness about use of tomato” with Horticulture College and trainings were undertaken on large scale. K, which can be noted from the increase Research Institute, Tamil Nadu Beside field programmes, mass media like in K consumption in India during the Agriculture University, Coimbatore; and hoardings, wall paintings. audio-visual project implementation period. N:P:K ratio 3. “Studies on the efficacy of sulphate shows, advertisement through press, also appreciably narrowed down to of potash on yield and quality of mango radio and TV were also employed to create 5.5:2.2:1 (2004-05). under tropical belt of India” with awareness about the balanced fertiliser Horticultural College and Research application through enhancing the use of Collaborative Research Project on SOP Institute, Tamil Nadu Agriculture potassic fertilisers. IPL and K+S Kali GmbH have University, Periyakulam, are in progress Technical information on the various undertaken collaborative research projects and likely to be concluded in the year aspects of potash in agriculture covering on sulphate of potash. Three projects 2007. the topics rate of potash application, with Dr. B.S. Konkan Krishi Vidyapeeth, The SOP project also have extension removal of potash by crops, potash Dapoli distt Ratnagiri, Maharashtra; component through which various fertility status, K deficiency symptoms on Kerala Agricultural University, Thrissur; activities are carried out. IPL is also crops, method of K application etc. were and Horticultural College and Research carrying out some extension programmes published in the form of booklets, Institute, Tamil Nadu Agriculture in collaboration with PPIC – India brochures, folders and posters. Folders University, Coimbatore have concluded. It Programme. and posters were provided to field in the was observed that application of N (1.5 language of the state. Result of crop kg), P (0.500 kg) and K (1 kg) to alphanso Potash Research Institute of India (PRII) demonstrations conducted were compiled, mango tree in Ratnagiri area through In the year 1977, IPL promoted PRII as a published and circulated for experience sulphate of potash and foliar spray of 1% national level research institute and sharing. Agriculture magazines and KNO3 was promising for increasing provided funds of Rs. 4.5 crore. The periodicals were also used to create flowering, fruit retention, fruit yield, fruit primary objective of the institute is to awareness about use of potash. weight and reducing spongy tissue. In conduct and encourage research on another study, it was observed that in A 30 second radio jingle was prepared potassium and related plant nutrients in Kerala average fruit weight and fruit yield and released from 36 stations of All India order to ensure better soil management per unit area were increased substantially radio. Similarly, 30 second TV jingle was and crop production, to serve as medium by a higher dose of MOP and SOP than also released in Krishi Darshan and other for exchange of information on the use of the present recommendations of 8 gm agricultural programmes of Door Darshan potassium in agriculture and to cooperate K2O as MOP/plant. The study indicated with universities and institutes in the INDIAN JOURNAL OF FERTILISERS APRIL 2006 69 able to retain the loyalty of their customer- farmers, will be the winner. With this as its watchword, IPL is looking at various alternatives to forge newer and closer ties with farmers by becoming a stakeholder in their activities and working towards their prosperity. To be a truly international corporate and to reflect the governments policy of enhanced trade with neighboring countries, IPL has opened its first foreign office in Colombo (Sri Lanka), where it hopes to replicate its magical success of the Indian market. CONCLUSIONS 1. The main emphasis of IPL was on educating farmers about the balanced IPL block of school building at village Akkaraipetai (Nagapattinam), Tamil Nadu and efficient use of fertilisers for enhancing crop productivity, improving fulfilment of these tasks. building to accommodate six class rooms quality of farm produce and management to replace the damaged class rooms due of natural resources in environment SOCIAL RESPONSIBILITY to tsunami in December 2004 at friendly manner. IPL, RIGHT FROM ITS INCEPTION, HAS BEEN Akkaraipetai – a coastal village in 2. IPL has believed that providing doing various programmes to support Nagapattinam district of Tamil Nadu. extension services below a threshold the rural masses especially farming The government school was totally level does not bring about desired community throughout India. There damaged due to tsunami and the school change in the agricultural development were many programmes undertaken lost many students along with the and therefore adopted an area during the last 50 years for the benefit of parents of students studying in that development approach by implementing the community in general and rural poor school. The new building was handed intensive programmes through various in particular. This also included over to the school authorities in October projects. contribution to various programme 2005. through government and NGOs. 3. Collaboration with other agencies, FUTURE STRATEGY TO SERVE national and international, was found to Organising medical camps in the rural THE FARMERS areas has been one of the key activities be effective in rendering agricultural and under this head. THE GOVERNMENT CONTROL IN THE rural development services. fertiliser field is gradually being phased Tsunami Disaster of December 2004 4. Understanding farmers need and then out and market forces slowly asserting designing and implementing extension As a corporate IPL has been discharging themselves. In this cataclysmically programmes to enhance the prosperity of social responsibilities and notable among changing agri-business scenario, IPL rural India has been the prime mover of these was construction of the school firmly believes that a company, which is extension services of IPL. ATTENTION READERS

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