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Arab Potash Co. launches marketing campaign in India

By JT - Dec 19,2012 - Last updated at Dec 19,2012

AMMAN — Arab Potash Company (APC) announced on Wednesday in a press statement that it launched a marketing campaign during the Annual Conference of the Fertiliser Association of India (FAI) held in Agra last week and attended by over 1,000 participants.

“The campaign focused on key representatives of the Indian fertiliser market which is the world's largest importer of fertilisers and the largest market for Jordanian potash,” the company indicated in the press release.  

During the past five years, APC exports to India reached 3.1 million tonnes, valued at JD971 million ($1.37 billion), and over the past 20 years, the Indian market has represented 30 per cent of total APC exports. 

The marketing efforts were taken mainly in response to changes in the Indian market that affected the Indian government’s fertiliser subsidies, as well as Indian farmers’ ability to purchase them. 

“This in turn, resulted in a fall in APC’s exports to India from 809,000 tonnes, valued at $360 million in 2008, to 268,000 tonnes in 2012, valued at $136 million,” the press release said. 

APC believes that this initiative will help recover its share in this market where, according to experts, demand will rise to more than 7-8 million tonnes a year in the long run.

It added: “APC aims to play a proactive role in enhancing the utilisation of potash through a promotional programme targeting farmers, in addition to the establishment of a permanent liaison office in New Delhi, and several partnerships with scientific research centres including the International Plant Nutrition Institute and Indian Potash Ltd.  

During its participation, APC also held meetings with a number of key organisations in the Indian fertiliser sector such as the FAI, Indian Farmers Cooperative, Indian Potash Ltd., Zuari Industries Ltd. and Gujarat fertilisers and Chemicals.  

APC also organised in cooperation with the Jordan Phosphate Mining Co. (JPMC), a Jordanian promotional evening attended by 250 key representatives of the Indian fertiliser sector, including the secretary general of the International Fertiliser Association and the secretary general of the FAI. 

“The promotional evening is held annually to thank the Indian fertiliser industry and APC and JPMC customers. It is also an opportunity to promote APC subsidiaries’ products such as potassium nitrate fertilisers produced by the Arab Fertilisers and Chemicals Industries Ltd. (Kemapco), as well as Dead Sea products,” the APC concluded its press statement.

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