MFL markets its Fertilizers, Biofertilizers and Agrochemicals, under the brand name VIJAY, in the States of Tamilnadu, Andhra Pradesh, Karnataka, Kerala and the Union Territory of Pondicherry.  MFL also imports Di-Ammonium Phosphate and Muriate of Potash.  As a result of MFL;s pioneering role in promoting use of complex fertilizers for balanced nutrient application in South India during the past 34 years, MFL products enjoy a distinct preference among farmers all over its marketing territory based on quality, compatibility with major crops and soil and services to farmers.

Marketing Network

The field marketing activities are coordinated through a network of Regional Offices located in 11 strategic centers of the 5 Southern States, viz., Andhra Pradesh, Karnataka, Tamilnadu, Kerala and Pondicherry.  MFL has a team of well experienced, dedicated  and professionally qualified marketing officers, who market the VIJAY products thru well networked Dealers, numbering around 6500, Co-operative Marketing Federations of respective States, Agro Industries Corporations and other Institutions.  Thus, MFL has well spread retail outlets encompassing private, co-operatives and Agro Kendras for wider reach and better market penetration of its products.

                                                                 Regional Offices

 TAMILNADU & PONDICHERRY

  ANDHRA PRADESH

  KARNATAKA

  KERALA

Product Placement

The most critical aspect of Marketing and Distribution is making available to the farmers, Right product at Right time and at Right place.  Since fertilizer production is continuous and consumption is seasonal, product movement, storage and delivery assume great significance.  In order to fulfil this onerous task, MFL has established a network of around 80 field warehouses utilizing the services of Central / State Warehousing Corporations and Private Warehouses.  MFL also has the facility to deliver stocks from Plant gate to Farm gate, to ensure availability of fresh products to the farmers.

Logistics

The products are moved to these warehouses from MFL, both by Rail and Road.  Movement through point-to-point Jumbo Rakes is resorted to on a 'need' basis, for reaching the products to distant locations at the shortest time.  To facilitate immediate loading into wagons, MFL has its own railway siding at the Plant site.  Movement of fertilizers is meticulously planned in close coordination with market requirements and production through the judicious mix of Road and Rail transport.

         Marketing Highlights for 2009-10

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Ø  Achieved a sale of 433696 MT of V. Urea during 2009-10 as against CPLY sales of 415266 MT.

Ø  432.59 MT of Vijay Biofertilisers sold during this year.

Ø  Vijay Neem to the tune of Rs.144.68 lacs sold against CPLY sales volume of Rs.136.09 lacs.

Ø  More than 98% of sales effected on cash terms

Ø   95% of sales value realized within 7 days.

CORPORATE SOCIAL RESPONSIBILITY UNDERTAKEN BY MFL DURING 2009-10  

(PERTAINING TO M&D GROUP)

• MFL continued its tradition of conducting informative and educational programs for the farmers and dealers as a part of social responsibility in upliftment of farming community.

• MFL’s  Marketing  personnel contacted 2,87,059 farmers during  the year 2009-10 and educated the farmers about soil health techniques, usage of Biofertilizers & Neem products for environment friendly atmosphere and fertilizer recommendation ( Macro & Micro) for different crops.

• We have organized 12Nos. of Agro based Exhibitions during the year 2009-10. More than 12000 farmers visited the stall and benefited.

• To educate farmers about balanced fertilization, we have collected and analysed 8070 soil samples from farmers for the year 2009-10. Analysis report has been distributed to the farmers for follow-up.

• For eco-friendly environment and to improve soil health, 27 Nos. of Method demo on Biofertilizer have been organized for the year 2009-10. Around 1500 farmers benefited through this program.

• To educate the farmers on efficient use of plant nutrients and balanced fertilization, our field personnel have collected 500 samples for analysis of micro-nutrients and farmers were advised to apply micro-nutrients as per the soil test recommendations.

• To ensure fertilizer distribution upto rural area, MFL has appointed 5981 retail dealers, which includes 27% from SC/ST.