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Marketing Highlights

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Marketing Highlights

  • On the marketing front, it is proud to state that MFL has sold 4.73 lac MT of Neem coated Urea during 2017-18, as against the previous year’s sale of 4.36 lac MT. The market share of Vijay Neem Coated Urea in MFL marketing territory has increased from 8.35% to 9.13% when compared to previous year.
  • MFL glad to say that the best ever fertilizer sale of 5.47 lac MT was achieved both for Vijay Neem Coated Urea and Vijay Complex put together in recent years.
  • MFL has sold 83 MT of Biofertilizers and also traded 60.12 KL of eco-friendly Neem Pesticides.
  • As a part of “Swachh Bharat Mission”, MFL sold 8620.05 MT of City Compost against DoF target of 7500 MT during the year 2017-18 and CPLY of 1705.88 MT. MFL proud to say that it stood fourth position in terms of City Compost sale in All India Level.
  • In pursuance to the Prime Minister’s mission on empowering the farmers vide Supportive Schemes & Education on farming techniques, MFL has established “Kisan Suvidha Kendra” at Gangavathy and Shimoga in Karnataka during last year. Apart from selling agricultural inputs, farmer services like soil sample analysis and recommendation of fertilizer dosage based on soil test report, educating the farmers on weather, crop insurance and other improved farm technologies were offered.
  • As per DOF directive, the entire marketing territory of MFL is under Direct Benefit Transfer (DBT) scheme effective 1st January 2018. Being a Lead Fertilizer supplier for Andaman & Nicobar, as a special assignment, MFL has trained the Depot In-charge officials of Agricultural Department on DBT and completed the installation and deployment of PoS machines in Andaman & Nicobar Islands.
  • MARKETING PERFORMANCE FOR THE PERIOD APR 2018 – MAR 2019
  • Achieved 4,19,766.18 MT of Vijay Neem Coated Urea sales, which is 8.23% of total consumption in MFL’s marketing territory. (Total consumption 2018-19: 50,96,421 MT and CPLY : 51,83,847 MT).
  • Sold the total available quantity of 27,429.55 MT of Vijay 17-17-17
  • Achieved a sale of 76.53 KL of Vijay Neem, which is 27% increase over CPLY sale of 60.12 KL
  • Under “Swachh Bharat Mission”, Marketing of City Compost, a product from Municipality/Factory waste has been undertaken and 8087 MT sold, which is 15.6% share in the MFL marketing territory. MFL stood 8th position in terms of City Compost sale in All INDIA level.
  • Achieved a sale of 150 MT of Vijay Bio Fertilizers, which is 81% increase over CPLY sale of 83 MT
  • Sold 905 MT of Vijay Organic in addition to 8087 MT of City Compost.
  • Achieved Rail : Road ratio of 75:25 for Urea during the period as against CPLY of 70:30
  • With the help of rebates approved by CMD, liquidated 795.80 MT of old 50 Kg Vijay Urea, which was lying in Kadapa and Anantapur Warehouses since 2016 & March 2018 respectively. With this sale, we are going to get the long pending PoS sales realisation of around Rs.2.5 Cr.
  • During the year 2018-19, MFL allowed various rebates of Rs.36.54 lakhs as against CPLY of 12.15 Crores, thereby saved Rs.11.79 Crores.
  • No Credit was offered for major Vijay products viz. VNCU & V.17-17-17 during the financial year, whereas Competitors offered various rebates and extended credit periods very liberally.
  • Achieved 100 % of all sales transactions thru RTGS payment against CPLY of 99.9%.
  • Collected Rs.22 Cr. as Trade Deposit which is ever highest for any financial year
  • Liquidated entire inventory at Plant and made zero inventory in Plant as well as field warehouses, whereas competitors’ closing inventory is 1.28 lakh MT of Urea in the MFL Marketing territory.
  • Generated all subsidy bills up to date. We are much ahead among many of our competitors and no issues of DBT pending with NIC / DOF.
  • VNCU : Bills generated-Qty(MT) – 4,53,086.54, Bills generated-Value(Cr.) – 1227.25
  • 17-17-17 : Bills generated-Qty(MT)-29,736.53, Bills generated-Value(Cr.) – 22.87
  • MARKETING PERFORMANCE FOR THE PERIOD APR 2019 – MAR 2020
  • Achieved 3,23,764.200 MT of Vijay Neem Coated Urea sales with market share of 5.75 % in MFL’s marketing territory. (Total consumption 2019-20 : 56,30,671 MT and CPLY : 50,96,421 MT ).
  • Sold the total available quantity of 65,516.65 MT of Vijay 17-17-17, which is 139 % increase over CPLY of 27,429.55 MT
  • Under “Swachh Bharat Mission”, marketing of City Compost, a product from Municipality/Factory waste, has been undertaken and 12040.50 MT was sold, which is 49% increase over CPLY of 8087 MT and grabbed 19% market share in MFL marketing territory. MFL proud to be a TOPPER in Tamilnadu and scaled high from 8th to 6th position on All INDIA basis.
  • In addition to City Compost, under “Basket Approach” sold 2807.80 MT of Vijay Organic, which is 210% increase over CPLY of 905 MT.
  • Sold 73.42 KL of Vijay Neem, which is 96 % of CPLY sale of 76.53 KL
  • Sold 46.40 MT of Vijay Bio Fertilizers, which is 31% of CPLY of 150 MT
  • Achieved Rail : Road ratio of 83:17 for Urea movement against CPLY of 75:25 which is an ever highest achievement against the DoF norms of 80:20.
  • Drastically reduced the Rebates. By excluding interest rebates offered for Trade advance, MFL allowed only Rs.0.65 lakhs against CPLY of Rs.36.54 lakhs and Rs.12.15 Crores during 2018-19; thereby a huge outgo on marketing cost has been saved.
  • No Major credit periods was offered during the financial year, whereas Competitors offered various discounts/rebates and extended credit facilities very liberally.
  • Achieved 100% for the 2nd consecutive year that all sales transactions were made thru RTGS only.
  • Generated all subsidy bills up to date. We are much ahead among many of our competitors and no issues of DBT pending with NIC / DOF
  • VNCU : Bills generated-Qty(MT) – 3,29,752.218, Bills generated-Value(Cr.) – 1062.980
  • 17-17-17 : Bills generated-Qty(MT) – 62,843.816, Bills generated-Value(Cr.) – 48.330
  • MARKETING PERFORMANCE FOR THE PERIOD APR 2020 – MAR 2021
  • Sales Performance
  • V.NC UREA : Qty Produced-4,80,865, Qty Shipped-4,80,245, Qty Invoiced-4,79,402,Qty PoS Sales-4,63,000
  • V.17-17-17 :Qty Produced-53,565, Qty Shipped-52,998, Qty Invoiced-51,868,Qty PoS Sales-49,935.
  • Total Qty Produced V. NC Urea and V.17-17-17 : 5,34,430, Total Qty Shipped V. NC Urea and V.17-17-17 : 5,33,243, Total Qty Invoiced V. NC Urea and V.17-17-17 : 5,31,270, Total Qty PoS Sales V. NC Urea and V.17-17-17 : 5,12,935
  • Achieved 4,79,402.325 MT of Vijay Neem Coated Urea sales which is 48% higher than the previous year sale of 3,23,764.200 MTs and grabbed a market share of 25.36% in Tamilnadu, 7.89 % in MFL’s marketing territory, (Total consumption 2020-21 : 60,68,525 MT.and CPLY : 56,30,671 MT ).
  • Sold the total available quantity of 51,868.35 MTs of Vijay 17-17-17,
  • Overall, Sold 5,31,270 MTs of both NPK & NC Urea during the year which is at par with the production under the challenged Covid-19 pandemic situations and this is 37% higher than the previous year sale of 3,89,281 MTs
  • Record movement of 5,33,243 MTs irrespective of pandemic situations prevailed for the entire year which is the highest for last 5 years & 2nd best (5,42,644 MTs in 2013-14) for last 10 years.
  • Supplied 749.970 MTs of Vijay NC Urea to extra marketing territory Andaman & Nicobar Islands, the only company supplied during pandemic situations.
  • Sold 157 MT of V.Bio, this is 240% higher over previous year sale of 46.40 MTs.
  • Sold 96.67 KL of V.Neem which is 32% higher over the previous year sale of 73.42 KL.
  • Under “Basket Approach”, Sold 5046.28 MTs of Vijay Organic, which is 80% increase over CPLY of 2807.80 MTs.
  • In addition to Organic Manure, Under “Swachh Bharat Mission”, marketing of City Compost, a product from Municipality/Factory waste, has been undertaken and 6403 MTs was sold with interruptions in product supply due to Covid-19 however maintaining our slot in Top 10 Company on all India basis.
  • The Closing PoS inventory of V.NC Urea as on 31.03.2021 is 44,146 MTs which is only 9.2% of our Invoiced Quantity and it is against the industrial average of 21.47%
  • Mobilised Rs.91.50 Crores towards Trade Deposit and supported Finance in 4 different occasions where company reeled under severe crisis which is ever highest for any financial year irrespective of the pandemic situations prevailed.
  • Drastically reduced the Rebates. By excluding interest rebates offered for Trade advance, MFL allowed only Rs.0.35 lakhs against CPLY of Rs.0.65 lakhs and which was Rs.14.19 lakhs & Rs.12.15 Crores respectively during 2018-19 & 2017-18, thereby a huge outgo on marketing cost has been saved.
  • Achieved Rail Road ratio of 79:21 which is the 2nd best (83:17 in 2019-20) for last 10 years and one among the best achievement against the DoF norms of 80:20 under the pandemic situations.
  • No Major credit periods was offered during the financial year, whereas Competitors offered various discounts/rebates and extended credit facilities very liberally.
  • Achieved 100% for the 3rd consecutive year that all sales transactions were made thru RTGS/online transactions only.
  • Generated all subsidy bills up to date. We are much ahead among many of our competitors and no issues of DBT pending with NIC / DOF.
  • VNCU : Bills generated-Qty – 4,63,023 MT, Bills generated-Value – 1119.72 Cr.
  • 17-17-17 : Bills generated-Qty – 49,935 MT, Bills generated-Value – 1156.90 Cr.
  • Total Bills generated-Qty VNCU and 17-17-17 : 5,12,958 [MT],
  • Total Bills generated-Value VNCU and 17-17-17 : 1156.90 Cr
  • MARKETING PERFORMANCE FOR THE PERIOD APR 2021 – MAR 2022
  • All time high record in PoS Sales – 5,34,364 MTs.
  • DBT bill generated for 1174 Crores for Urea which is ALL TIME HIGH.
  • Sold 5,04,559 MTs of Vijay NC Urea, which is All time High.
  • Sold 26,253.350 MTs of Vijay 17-17-17 to the extent of production.
  • Sold 10633 MTs of Vijay City compost, which is 2nd Best since commencement of trading.
  • Sold 169 MTs of Vijay Biofertilizrs, which is the highest sale in the past six years.
  • Sold 1,13,630 Ltrs of Vijay Neem which is the highest sale in the past 8 years.
  • Sold 6832 MTs of Vijay Organic Manure which is highest sale in the past 6 years.
  • 100% Urea sales on Cash without any additional credit or additional rebate.
  • Totally 5,28,255 MTS of product moved from Plant which is 2nd best in the last 8 years.
  • The Rail Road ratio is 81 : 19 which is 2nd best since introduction of FMS Rail Road movement ratio of 80 : 20.