RAJAVELU N.K, CEO, Crop Protection Business, Godrej Agrovet
What is the unique selling proposition (USP) that has fuelled Combine’s remarkable 25-year journey, and how has Godrej Agrovet maintained its market momentum for the product?
Today, approximately 60 -70 per cent of exported grapes undergo treatment with Combine, highlighting the dominant position of the product in the market. The enduring success of Combine over the past quarter-century is rooted in its multifaceted USP, centred around optimising enzymatic activities crucial for grape development. It regulates cell division, ensures optimal berry size and colour, enhances berry retention, and extends shelf life, all of which are vital for preserving freshness and marketability.
Another critical aspect of Combine’s role is its ability to address specific pests and potential diseases in grape cultivation, thereby safeguarding crops. This feature has consistently delivered a high standard of grape quality, even amidst our country’s diverse climatic conditions.
However, Godrej Agrovet's unwavering commitment to investing in research and maintaining adherence to global standards have collectively played a pivotal role in sustaining Combine's market leadership. With an annual treatment of approximately 1.5 lakh acres of land and benefiting around 90,000 farming families yearly, this success stands as a testament to the trust the product has earned since its launch.
Is there a need to launch new versions of Combine to support grape farmers amidst climate change and other challenges?
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