2023, Vol. 8, Special Issue 5

Dhaanya's fast success in the market place and acceptance of its products is a result of the focused approach to develop products based on customer requirements in different growing conditions and the ability to successfully reach the customers on time with the quality tested products and effective support, post sales. Rice is the most important and staple food crop for more than two third of the population of India. The slogan, rice is life, is most appropriate for India as this crop play a vital role in our national food security and is a mean of livelihood for million of rural household. Considering the great scope of hybrid paddy marketing, many private companies are looking forward to enter in this market with powerful marketing strategies. Results emphasized on the Dhaanya Seeds Limited's availability, cost, and quality as competitors. Currently, "DHAANYA 748" is up against stiff competition in the Ambikapur district from the 27P31 variety. According to research, most farmers expressed average levels of satisfaction with respect to price, availability, and quality. Therefore, it is advised to enhance brand recognition, advertising, and extension efforts.