Centre implements 'One Nation One Fertiliser' plan under 'Bharat' brand

All fertiliser bags to sport this common brand irrespective of company making it

To bring about uniformity in fertiliser brands across the country, the government today issued an order directing all companies to sell their products under a single brand name of ‘Bharat’.

Following the order, all fertiliser bags, whether containing urea or di-ammonium phosphate (DAP) or muriate of ootash (MOP) or NPK will sport the brand name as ‘Bharat Urea’, ‘Bharat DAP’, ‘Bharat MOP’ and ‘Bharat NPK’ irrespective of the company that manufacturers it, whether in the public or the private sector.

The order has drawn adverse reactions from fertiliser companies, claiming it will ‘kill their brand value and market differentiation’

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