?Monsanto adopts integrated cotton hybrid marketing platform?

Monsanto has adopted an integrated cotton hybrid marketing platform – Paras Brahmotsav.

It is an innovative marketing initiative that united farmers, ginners and Monsanto representatives on a common platform under the aegis of the Paras Brahma Bollgard (Bt) cotton hybrid brand.

Ginners, heads of farmer cooperatives and over 2,000 farmers from nearly 40 villages in each district attended the half-day Brahmotsav, organised by Monsanto?s local sales teams, in the key districts of Maharashtra, Gujarat and Andhra Pradesh. These interactions were started from April 2008 and would be over by June 2008.

?It is an innovative marketing platform created to promote an open dialogue between farmers, ginners and the company so that mutual benefits are created. This programme is a win-win for all three stakeholders and reinforces Paras Brahma?s position as a brand. It is also in keeping with the spirit of partnership that Monsanto has fostered with the Indian farmers for over 50 years,? Amitabh Jaipuria, Director Operations (Paras Brahma), Monsanto said.

Monsanto?s Paras Brahma (Bollgard Bt cotton hybrid) is among the top five brands in the category.

?There is an increasing demand for high quality lint for textile mills. Since there is a dearth of good hybrids which yield high-quality lint, farmers should capitalize on this factor by choosing a hybrid like Paras Brahma and get a better price for their produce,? Atul Kabara from Ramji Ginning Mill (Jalgaon) said.

This initiative educates farmers on how they can increase their income by adopting hybrids that offer high yield as well as premium quality lint. This can translate into higher prices for farmers? cotton produce (average additional Rs 150-200 per quintal above the MSP and higher return on investment, as ginners in turn receive higher prices for superior lint from the textile mills.

The Bollgard (Bt) cotton technology is sold in nine states of the country on 14.4 million acres or 63% of India?s total cotton acres, and farmers currently have a choice from over 150 hybrid seeds and nearly 40 brands.