Is the new company compensating me well?

Current CTC - 20L (16L fixed + 4L Esops) Vesting period of esops is 4 years, 25% each year. Completed 1Y8M

New CTC being offer - (19L fixed + 2L variable) HR said she will try for (20L fixed + 2L)

Joining bonus and relocation(Pune to Hyd), she said will be on top of it and not included in CTC. My overall CTC is increasing by 1/2L.

CTC overall increase is just by 5-10% is my concern.

My questions:-

1. Is this fair deal or should I negotiate, If yes then any tips on how to negotiate?
2. She said in our company, marketing team usually gets 100% of their variable pay. Is this true usually or bullshit?
3. What joining bonus is fair? (PMM, 1Y9M experience, tier 1 MBA). She said 1/2 L she will try. Should I negotiate, if yes what pointers to put?

Overall I am new to this negotiation for salary thing and didn’t do it in first job as well. Help karo thodi:)