National Fertilizer Limited,
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For the first time IILM UBS organised industrial visit to National Fertilizer Limited, Nangal, Punjab and 35 second year undergraduate students participated, who were accompanied by, Mr. Girish Ahuja and Dr. Deepa Kumari.
Day One:25th February 2010
A tall order for young second year undergraduate students to be in the campus by 6.30 A.M, they all made it in time! All set to go, the students looked forward to the trip. The bus started at 7.30 A.M. While some of them pushed off to sleep, others wanted to make the most of it by chatting and playing with their friends. Everybody seemed hungry after three hours of drive. The bus decided to take a halt at Karnal, Haryana to have some food. While most of them went on to have fast-food, the remaining students went on to a dhabha to taste the real flavour of India.
After a non-stop journey and passing through various cities of Haryana and Punjab, we finally reached the NFL Guest House at Naya Nangal. The students who apparently were very tired after a hectic journey looked refreshed after evening tea and snacks. In the night students had the dinner, played for a while in the scenic campus of NFL Guest House and slept late in the night.
Day Two: 26th February 2010
The second day, the students were up early for they had a fixed itinerary for the day. The agenda comprised of meeting the farmers of the nearby village to understand the rural consumer in terms of fertilizer consumption; how do they decide on a particular brand of a fertilizer; the role of a fertilizer retailer and media in the decision making. As a part of the exercise, the students were taken to the nearby village called as Jindwari where the students met the village head and a few farmers at his house.
The students interacted with farmers on various aforesaid issues. Breaking the monotony of classroom teaching, the students interacted with the real rural consumers which remains theory otherwise. They talked about different facets of fertilizer consumption. The villagers informed the students that the village "Jindwari" has been adopted by NFL for educating the farmers. On being questioned by students for the kind of services provided by NFL to farmers, the farmers informed the students that NFL in collaboration with Punjab Agriculture University equips them for fertilizer consumption be it soil testing or the right amount of fertilizer. It conducts regular training programs by means of "krishi haats and melas." They also told the students about the frequency and duration of such programs. They also discussed the various marketing communications strategies such as banners/pamphlets, audio-visuals other media used by NFL in reaching out to the farmers. The second year students such as Deeptanshu Sharma, Aviral Agarwal, Neha Singh, Harshna Sethi and Tapan Garg asked about fertilizer pricing and how do farmers differentiate one brand of fertilizer from another. The students also asked them about the media consumption habits with respect to fertilizer consumption. The farmers told the students that they regularly watch programs like " Krishi Darshan," and other regional programmes to update their agriculture knowledge.
The interaction with the farmers helped students gain an insight into the minds of rural consumers. The students asked a lot of questions and probed the psyche of a rural consumer.
In the second part of the day we headed for the NFL plant. Amidst tight security, the students were allowed inside the hugely spread plant. We were accompanied by a resource person from NFL Public Relations Department or Publico for the plant visit.
An education in management is incomplete without understanding of principles of production and manufacturing. The visit to the plant helped students relate to various production and manufacturing concepts that are taught in the confines of the classroom.
Intially, the students were taken to the site, where the concerned person briefed them about the chemical processes used in preperation of Ammonia, the key ingredient for Urea. He also briefed them about the role of Information Technology in production of Urea. After that the students were taken to the site where "Kisan Urea," was manufactured and eventually put into PVC bags and sold through retailers and distributors.
Costing of the plant was another issue dealth with while they were there. The tour of the plant concluded with an interesting question and answer session with the General Manager(Operations) of the plant. In an interactive session he discussed about the conversion of oil based Nangal plant to a gas based plant and various cost related issues in light of that. He talked about competitiors of NFL and the importance of branding in such a competitive scenario. He also commented on the growth of NFL and how managers or qualified MBAs' can bring a lot of difference to growth of an organisation.
The students's curosity about technical to financial issues came alive in the dialogues they had with all. A whole set of questioning was in conext of their meeting with the farmers here at the plant with staff of NFL raising concerns of farmers. The best part of the interaction was that the students were able to integrate various disciplines such as marketing and, finance together and ask questions, a task almost impossible in the classroom teaching.
The students expressed that they were indeed loaded with immense knowledge in management of this sector.
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