modern food processing - august 2012

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EDITORIAL

7August 2012 | Modern Food Processing

Reaping the agro advantage

Manas R [email protected]

7

EditorialAdvisory Board

Dr A S Abhiraman Former Executive

Director - Research, Hindustan Lever Ltd

Prof M Y Kamat Former Head,

Food Engg & Technology Dept, UICT, Mumbai

Agro-processing has certainly come of age, going by its significant impact

not only on the economy of India but also on several economic strata of

the country. If implemented appropriately to its full potential, it can save

millions of tonnes of food from being wasted every year, boost

food security of the nation, improve livelihoods of low-income groups as well as empower

women pan-India.

From the perspective of an entrepreneur in agro-processing, it is a rather long journey from

running a traditional, small-scale food processing unit to managing a well-integrated modern

industry with high probability of catering to global consumers. And, what s(h)e needs include

technical assistance, access to affordable finance, actionable business advice, reliable market

information and reach, among others.

A deeper analysis reveals how agro-processing has rapidly evolved in recent years from

the simple subsistence-level farming to commercial agriculture by producing numerous

value-added processed foods. Another important aspect that merits mention here

is the strategic shift in the ‘business’ outlook of the agro-processor from a

predominantly inward-looking approach to a boundaryless trade aspiration.

Let’s do a reality check. While India stands tall in the world map as

one of the leading producers of agricultural and livestock commodities, its

share in global trade of processed food is a meagre 1.6 per cent with value

addition of only about 20 per cent. This huge gap points towards several

shortcomings in the agro-value chain of the country. These include

low productivity levels or yield per hectare, a largely unorganised food

processing industry, poor connectivity between public and private

sector, outdated policies in food processing, limited market linkages

and inadequate infrastructure, to name a few.

All these sad statistics call for prompt and timely action as well

as effective implementation of the proposed policies to seamlessly

amalgamate small-scale agro-processing entrepreneurs into the

expansive maze of modern agribusinesses with liberalisation of

existing marketing and investment measures. At the same time,

there is a need to put in place practical regulatory frameworks for

managing contracts with farmers.

Hopefully, this will help in achieving the Vision 2015 of the

Ministry of Food Processing Industries that envisages an increase

in processing of perishables to 20 per cent, a rise in value addition

to 34 per cent and India’s share growing in international trade to

3 per cent. Then, agro-processing can truly propel India to become

the food basket of the world!


Note: ` stands for Indian rupee, $ stands for US dollar and £ stands for UK pound, unless mentioned otherwise

Highlights of Next EditionFood & beverage industry:

Indian entrepreneurial excellence

Insight & Outlook: Fish Processing and Aquaculture

Special Focus: Agro-processingAgro-processing industry ...................................................

Private labels of agri-products ............................................

Packaged f lour market ........................................................

Minor millets ......................................................................

Interface - Dhirubhai Patel, Chairman & Managing Director, Champion Agro Ltd .........................

Roundtable ..........................................................................

In Conversation With

Ron Pringle, Vice President and General Manager, Ecolab India ....................

24

28

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20

Fish processing industry .....................................................

Fish marketing ....................................................................

Fishery industry .................................................................

Cage farming .......................................................................

Interface - M R Francis, GM, Naik Frozen Foods Pvt Ltd .....

Roundtable ..........................................................................

Carbonated drinks market ..................................................

Monsoon logistics ...............................................................

42

Facility Visit: NHC Foods Ltd Spicing up growth with right blend of quality and technology ................................................................... 38

48

50

54

Automation TrendsRobotics in food packaging: Well-armed with efficiency for better productivity ........................................

Energy ManagementCase study - Mother Dairy, Gandhinagar: Waving the ‘green’ f lag to total energy efficiency ............

Policies & RegulationsDecontrolling sugar industry: A sweet deal for long-term stability .............................................................

StrategyIndian food services segment: Brand-building vital for augmenting business .....................................................

Tips & TricksFish production: Eco-friendly fishing methods to attain sustainability ........................................................

Event ReportDairy Show 2012: Opening new avenues for farmers to milk profits ........................................................

Photo: Joshua Navalkar; Assisted by: Hemal Patel; Cover location courtesy: HyperCITY Retail India Ltd (Malad outlet, Mumbai)

Regular SectionsEditorial ............................................................................ 7News, Views & Analysis .................................................. 12Technology & Innovation ................................................ 16Technology Transfer ........................................................ 18Projects ............................................................................ 75Tenders ............................................................................ 76Event List ........................................................................ 77Book Review .................................................................... 79Products .......................................................................... 80List of Products .............................................................. 86List of Advertisers .......................................................... 88

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NEWS, VIEWS & ANALYSIS

Modern Food Processing | August 201212

EXPANSION PLANS

Champion Agro on rapid growth driveChampion Agro Ltd plans to

aggressively foray into North India

and open 400 agro-malls across India

in the next three years. Planning to

invest ` 100 crore for this expansion

drive, the company has also opened

marketing offices in Delhi and Solan

in Himachal Pradesh. To actively

spearhead its rapidly growing Fruit

& Vegetable Division, Champion

Agro recently appointed Dr Omveer

Singh as the CEO of Champion

Agro Fresh Pvt Ltd who was earlier

heading the Agri-Business & CSR

Division of Field Fresh (A Bharti

Group company).

Dhirubhai Patel, Chairman &

Managing Director, Champion Agro

Ltd, said, “The company plans to open

20 district level malls, agri-excellence

centres and integrated storage

facilities, which will become hub as

well as connecting point for nearby

centres. It aims to provide exhaustive

services package to the farmers and has

a vision to provide a strong forward as

well as backward linkage from farm to

fork in the industry.”

Avani Jain

POST-HARVEST TECHNOLOGY

CIPHET bags major ICAR sponsored projectThe Central Institute of Post-Harvest Engineering

and Technology (CIPHET) has bagged a ` 2.68 crore

worth project for the development of spectroscopy

methods for detection and quantification of adulterants

and contaminants in fruit juices and milk. The Indian

Council of Agriculture Research’s (ICAR) National

Fund would be sponsoring the project.

“The main objective of the project is to detect

and quantify all kinds of adulterants including the

artificial milk in natural milk and sugars in apple/

mango juice,” stated Dr S N Jha, Head, Agricultural

Structures and Environmental Control Division

(AS&EC), CIPHET. The project would be

completed in three years.

Avani Jain

Tata Chemicals Ltd has a vision of making

Tata I-Shakti unpolished dals a household

phenomenon in all metro cities in the

country by the end of fiscal 2012-13. “The

idea right now is to give the end-user a

quality product, which is superior and

hygienic. At an initial stage of a product

lifecycle, it is imperative to have enough

awareness generation on the benefits of

unpolished dals. The consumer is looking

for a quality product that is healthy,

besides being good in taste and that is

the reason we are focussed on delivering

unpolished pulses,” said Parag Gadre –

Head, Sales and Marketing, Consumer

Products Business, Tata Chemicals.

According to Ashvini Hiran, COO,

Consumer Products Division, Tata

Chemicals, “The pulses market in India is

dominated by polished dals, which undergo

polishing by various external means.

With mass awareness on the availability of

Tata i-Shakti unpolished dals across India,

we aim to revolutionise the pulses buying

behaviour and consumption pattern of

Indian households.”

Mahua Roy

Parag Milk is gearing up to introduce Go Lassi, which was

launched in Mumbai and Pune in May this year, in other

markets such as Bengaluru and Chennai. “We are satisfied

with the response from the consumers of Mumbai and Pune.

In fact, it was a soft launch in these two cities. Now, we

will be aggressive in these two markets as well,” said Nirmal

Chaudhary, Manager, Marketing & Advertising, Parag Milk

Foods Pvt Ltd. Go Lassi is available in four flavours like kesar

& elaichi, rose & kewda, vanilla badam & pista and alphonso

mango. “We value our customers and offer them best innovative products through our

world-class infrastructure so that they experience world-class product in India, and

Go Lassi is one such offering to our valued consumers,” he claimed.

Prasenjit Chakraborty

In a segment dominated by ready-to-eat (RTE)

products and freshly baked/fried items, Paramount

Farms has positioned its brand Wonderful

comprising nuts such as almonds, pistachios, etc

as a healthy snacking option. Concentrating on

Indian palates, the Wonderful Almonds range has

been introduced in flavours such as roasted salted,

salt and pepper, and natural raw. The Wonderful

Pistachios range is available in roasted salted, salt

and pepper, and sweet chilli flavours. “Indians

appreciate almonds for their health benefits;

and we believe that as more consumers learn about heart health, weight

management and nutritional benefits of pistachios, they will begin to fully

appreciate the health benefits of pistachios as well,” said Milin Chatterjee,

Dy General Manager – Marketing, Paramount Farms.

Mahua Roy

BRANDED PULSES

Tata Chemicals bets big on unpolished branded dals

DAIRY PRODUCT

Parag Milk to launch Go Lassi in more cities

NU TS

Paramount Farms positions nuts as snacking item



MARKET FORECAST

Indian bottled water market to touch ` 10,000-crore markThe Indian bottled water market

(both organised and unorganised

sector), which is currently valued at

` 8,000 crore, is on the threshold of

being worth ` 10,000 crore in the

current fiscal 2012-13, according to

a research report titled ‘The Indian

bottled water market: Unveiling its

thirst’ released by Ikon Marketing

Consultants. The country’s bottled

water market is registering a growth

of 19 per cent per annum.

Yatindra R Sharma, Managing

Director, KHS Machinery Pvt Ltd,

observed, “The demand for bottled

water is increasing mainly due to the

rising awareness among consumers

about clean drinking water. Further,

many new brands have entered the

market in the recent past and thus

the industry is growing tremendously

not only in India but in other parts of

the world as well.”

Avani Jain

RTE MARKET

Morarka Organic Foods launches tomato soupMorarka Organic Foods has launched Down

to Earth brand chunky tomato soup under

its range of vegetable soups in international

foods category. Mukesh Gupta, Director,

Morarka Group, said, “The soup, which is

different from the others in the segment, is

an organic product. Its sweet and fresh taste

redefines the average soup while chunks of

tomato give it a hearty appearance.”

Avani Jain

RECOGNITION

Britannia Industries wins award for quality performance Britannia Industries has been awarded

the Global Performance Excellence

Award (GPEA) by Asia-Pacific Quality

Organization at its Chicago HQ. Britannia

is the only Indian food and manufacturing

company to receive this award.

Singapore-based gourmet donut brand, Mad Over Donuts

(M.O.D.) currently operating 37 stores all over India in a

diminutive span of less than 4 years, plans extensive expansion

by doubling the count of stores in this fiscal year. “M.O.D. has

a strong foothold in cities like New Delhi & NCR, Mumbai,

Pune and Bengaluru and are soon looking forward to opening

new stores in other metropolitan cities like Ahmedabad,

Chandigarh, Chennai, Hyderabad and others in this fiscal year,”

said Tarak Bhattacharya, COO, Mad Over Donuts. Apart from geographical store

expansions, the company is looking at extending its product portfolio.

Mahua Roy

FOOD SAFET Y

Ecolab organises seminar for dairy industry in Anand

NU TRACEU TICALS

MonaVie eyes production facility in India

QSR CHAIN

M.O.D. plans to double store count by end of fiscal year

Ecolab, in association with Vidya Dairy,

recently organised a one-day seminar

on ‘The importance of food safety &

hygiene in dairy industry’ in Anand,

Gujarat. Eminent personalities from the

industry and key stakeholders attended

the conference, which focussed on

technologically advanced hygiene & food

safety solutions. Ron Pringle, Vice President

& General Manager, Ecolab India, stated,

“The main purpose of organising this event

was to create awareness about hygiene and

food safety among the dairy companies

in India. We wanted the people to know

about the different programmes available

and how they can benefit from them. This

conference created an open platform where

dairy industry members came together

and shared their views on food safety and

hygiene in the industry.”

The Chief Guest, Rahul Kumar,

Managing Director, Amul Dairy, said,

“There is need for proper sanitation

in dairy business. It is important for

the dairy technologists to know about

cleanliness as it is important for ensuring

product quality. So, this conference

created awareness about this issue.”

Various speakers presented their

views on different topics related to food

safety and hygiene in the dairy industry.

Some of the speakers present at the

seminar included Sham S Chaudhary,

Former General Manager (Quality),

Gujarat Co-operative Milk Marketing

Federation; B P Rao, General Manager

- Liquid Processing Business Line, GEA

Process Engineering (India) Pvt Ltd;

Peter Gatchell, Technical Specialist -

New Zealand, Ecolab; Albert Lee, Food

& Beverage Application Manager, Asia,

Ecolab; etc.

Avani Jain

MonaVie has spotted the immense

market potential for its products in

India and has definite plans to boost

investment of approximately ` 100

crore in the Indian operations over

the next 3-5 years, with most of the

investment earmarked for setting

up its own manufacturing facility,

customised R&D set-up to localise

product offerings, increase distribution

& logistics network, training &

development of human resources and

opening up the possibility of community

commerce initiatives.

The Chief Guest of the seminar,

Rahul Kumar, addressing the audience

Tarak Bhattacharya



TRADE SHOW

India Foodex 2012 to be held in BengaluruThe Media Today Group will organise the 4th edition of

India Foodex, along with the concurrent shows, from August 25-27,

2012, at Palace Grounds, Bengaluru. “The main attraction of this

year will be the biggest grain processing technology display from

Turkey and other European nations, which are coming to explore trade

opportunities in the growing flour milling market, rice processing, grain

storage solutions and value-addition of cereals like snacks, breakfast

foods and pasta,” stated S Jafar Naqvi, Chief Co-ordinator, India Foodex.

There will be significant display of farm mechanisation, diversification

opportunities, pre- and post-harvest management of food crops, value-

addition, food processing, marketing and retailing in the concurrent

event, Graintech India.

Zebra Technologies Corporation, a global

leader in technologies that extend real-

time visibility into business operations,

announced the release of the ZT200 printer

series, a new line of printers intended

for light industrial and commercial

applications. “Designed with ease-of-use

in mind, the ZT200 series offers reliable

printing for a wide variety of applications.

Whether one is adopting barcoding for the

first time, upgrading printers or replacing

printer models, this series offers the right

choice for most labelling applications.

ZT200 is used in various processes in

the food processing industry,” said Sachin

Tare, Head-Indian Subcontinent, Zebra

Technologies Corporation. It is majorly

used to label pallets, crates, or individual

items with barcodes, text and lot

numbers. Besides, it is also used in asset

management, cross-docking, inventory

management, sample tracking, receiving/

shipping, reverse logistics, work-in-process

tracking, compliance labelling, information

labels, order labelling, quality control etc in

various other sectors.


Garden Namkeens, a CavinKare brand, has opened

its facility at Bhiwandi, Maharashtra. Spread across

eight acres, the factory deploys latest technology to

cater to the brand’s current and future requirements.

The investment for the plant is ` 80 crore and has a

capacity of 1,200 metric tonne, which will be scaled

up to 1,800 metric tonne as demand increases. T D

Mohan, Joint Managing Director, CavinKare Pvt Ltd,

said, “With this plant, we can now pursue aggressive

growth for Garden Namkeens products across the

country and also introduce a wide range of other

products within salted snacks and sweets categories.”

The Food and Environment Research Agency (FERA)

based in York, UK, and Waters Corporation based in the

US have announced the opening of a new laboratory-

based training facility, combining their respective

regulatory, scientific and industry expertise to solve

the global food safety challenge. The training facility,

based near York, will primarily train those concerned

with exporting foods to Europe. The training facility

collaboration with FERA is the second in a network

of international food safety training laboratories

established in partnership with Waters. The first

IFSTL was opened in the US in September 2011 by

the US Food and Drug Administration, University of

Maryland and Waters.

SPICES

NHC Foods plans new manufacturing facilityWith an investment of ` 15-20 crore, NHC Foods, one of the new entrants

in the B2C spices market in India, plans a new manufacturing facility in

Mundhra by 2014. It already has another facility close to Pardi, near Valsad,

in Gujarat. This new unit will be smaller than the Valsad plant and will

cater to production of spices, packaged pulses and instant mixes.

“By 2014, we expect a turnover of ` 200 crore, and plan to make our

Saaz brand of spices pan-India. Our target is to launch 65 variants of Saaz,”

said Apoorva Shah, Managing Director, NHC Foods.

Besides this, the company is also concentrating on new product

categories like instant mixes and whole spices. In addition, it plans to import

seasonings and bring them to India. This will effectively complement the

product portfolio of NHC Foods. The company also plans to foray into the

ready-to-eat segment.

Mahua Roy

FOOD PACKAGING

Bosch to acquire Ampack AmmannBosch, the leading global supplier of

technology and services, has signed an

agreement to acquire the Germany-

based Ampack Ammann, which

develops, manufactures, and sells filling

and packaging machines for liquid

and paste-like foodstuffs. The planned

takeover is subject to approval by

the antitrust authorities. Equipment

developed and produced by Ampack

Ammann includes cup and bottle filling

machines as well as dosing systems and

peripheral machinery. The equipment

is mainly used to fill and pack highly

sensitive food such as dairy products,

baby food, and hospital food, but also

dosable products such as cereals.

FOOD LABELLING

Zebra Technologies introduces ZT200 printer series

ETHNIC SNACKS

Garden Namkeens opens facility at Bhiwandi

FOOD SAFET Y

FERA and Waters open training lab

TECHNOLOGY & INNOVATION


Cermex has launched DiviArm, which is a

continuous lane divider with guiding arm

for distributing primary packaging such as

bottles, containers, cans and cartons into lanes.

Flexibility is the first asset of the DiviArm

since it is capable of handling a broad range of

primary packaging such as bottles, containers,

cans and cartons. Accessibility to the setting

points is achieved by cantilever frame structure, which is in line with this logic

of flexibility. The permitted speed of the DiviArm is 60 cycles per minute (350

products/min). The compact footprint is another characteristic of this new lane

divider, even though it manages up to 12 lanes. It is designed according to a total

productive maintenance approach and modular architecture. The equipment is

fitted with a guiding arm mounted on two axes. The transverse axis distributes

products between lanes while the longitudinal axis synchronises the product

progression so that products are guided at the speed of the lower conveyor without

bumping. A system automatically empties the lane divider if the downstream

machine stops so as to restart quickly, with no falling products and no loss of

synchronisation. Product protection is reinforced by the wide scale of guide

position adjustments and choice of material used to suit the product shape,

resistance, label position, etc.

DiviArm handles broad range of primary packaging

Key Technology has introduced an

enhanced vision capability for its

popular Tegra in-air colour sorters.

Featuring twice the number of cameras

as other Tegra sorters with the same

width, the new Tegra 7755E achieves

improved line-of-sight for better

all-around viewing with virtually no

hidden areas. Designed for customers

looking to improve product quality

and food safety, this sorter’s full-object

view increases detection and removal

of foreign materials (FM) and defects,

with the greatest advantage in small

defect removal. “Previously, half-wide

Tegra sorters with a 30-inch (750-mm)

wide platform featured two cameras –

one at top and one bottom. Now, we

have designed a half-wide Tegra sorter

with four cameras. Each camera scans

the full width of the belt so the entire

product zone is viewed from four sides,

offering unprecedented whole object

processing,” claimed Steve Johnson,

Director, Marketing, Key Technology.

He also added that compared to

standard Tegra sorters, this enhanced

sorter removes approximately 20

per cent more defects that are 1 mm

and 2 mm in size, depending on the

application. Key designed this new

vision capability specifically for a

carrot customer looking to remove

smallest defects.

The technology is ideal for a wide

range of sliced, diced and whole fruits

& vegetables as well as many potato

products, snack foods, candies, nuts,

and more. The half-wide Tegra sorts

up to 16,500 lbs (7.5 metric tonne)

per hour, depending on the product.

Full-wide Tegra, with its 60-inch

(1,500-mm) wide platform, sorts

up to 33,000 lbs (15 metric tonne)

per hour.

Food processors with installed

half-wide Tegra sorters can upgrade

to the enhanced 7755E in the field.

Tegra 7755E offers improved detection of foreign particles present in food

WACKER has received approval from the European Commission for the use of

gamma-cyclodextrin as a novel food ingredient for foodstuffs and beverages in

the European Union (EU). Cyclodextrins are ring-shaped sugar molecules, bio-

engineered from plant-based raw materials such as corn or potato. When applied

to food, these can mask unpleasant taste, stabilise sensitive food ingredients such

as vitamins or increase the bioavailability of certain active agents. EU approval of

gamma-cyclodextrin thus opens up a series of new applications in the European

food industry for WACKER.

“The EU approval is a positive one for us and a further step towards

strengthening our position as global market leader for cyclodextrins,” said

Dr Gerhard Schmid, President, WACKER Biosolutions. He further added,

“Gamma-cyclodextrin will now open up completely new applications for our

customers in the European food industry.”

Cyclodextrin molecules’ special feature is their ring shape and this creates an

interior cavity in which cyclodextrins can take up other, primarily hydrophobic

substances. This makes cyclodextrins highly attractive for functional uses in the

food industry as they can mask the taste and odour of functional additives, protect

or stabilise sensitive substances against various external influences and substantially

increase the bioavailability of active ingredients. A natural degradation product of

starch, cyclodextrins are not only free of allergens, but also purely vegetarian; they

are bioengineered with the aid of enzymes from renewable raw materials such as

corn starch and potato starch. Cyclodextrins are approved for food applications in

numerous countries.

Gamma-cyclodextrin masks unpleasant taste in food and stabilises sensitive food ingredients

TECHNOLOGY TRANSFER


As part of our endeavour to spread the technology culture, this section provides a means to promote and facilitate exchange of select technologies.

We strive to bring together suppliers of such technologies with suitable users for negotiations and industrial collaboration.

TECHNOLOGY OFFERED

TECHNOLOGY REQUESTED

Coconut milk beverage An Indian entrepreneur is interested in

acquiring the technology for producing

& processing coconut milk beverage.

Areas of application

Food processing industry

Forms of transfer

Consultancy

Corn processingAn Indian company is looking

for a complete proposal/project

report to set up a dry milling corn

processing plant in Andhra Pradesh.

Targeted finished product is tinned

corn, pop corn, corn flakes etc.

It is also interested to import similar kind

of plant & machinery to set up the same

in India.


Corn processing industry

Forms of transfer

Others

Extruder pilot plant An Indian company is seeking the

extruder pilot plant for manufacturing

processed cereal-based weaning food.


Infant food, supplementary food,

weaning food

Forms of transfer

Others

Food processing equipmentAn Indian company is seeking technology

and equipment for processing of fruits,

vegetables and other related products.


Food processing industry

Forms of transfer

Others

Share and Solicit TechnologyThe mission of Modern Food Processing is to spread the technology culture. Here is an opportunity to be a part of this endeavour by sending your technology on offer or

technology requirements. If you belong to any of these two categories, you are invited to furnish the techno-commercial details for publication. The write-up needs to be

as per the format of this section with information about the particular technology offered or requested, its areas of application and forms of transfer.

Contact us: Modern Food Processing, Network18 Media & Investments Ltd, ‘A’ Wing, Ruby House, J K Sawant Marg, Dadar (W),

Mumbai 400 028.Tel: 022-3024 5000, 3003 4672 � Fax: 022-3003 4499 � Email: [email protected]

Beverage maker An Indian firm is offering ‘three-in-one’

beverage maker, which is a portable kit

that allows the user to simultaneously

make three functional beverages as per

requirement. Using this, the consumer

can set up three different types of

fermentation simultaneously at one

particular temperature.


Beverage industry

Forms of transfer

Technology licensing

Chitin and chitosan An Indian company is offering

technology to manufacture chitin and

chitosan - important byproducts from

the shell of shellfish. Chitin is the most

important organic constituent of the

exoskeletal material of invertebrates

and an important economical source of

this material is the shrimp processing

industry.


Industries such as food processing,

biotechnology, pharmacy and medicine

Forms of transfer

Consultancy, technology licensing

Retort pouch technologyAn India-based company offers

technology for ready-to-serve fish

curry in retortable pouch. The

technology provides a method for

preparing the ready-to-serve fish curry

in retortable pouch with excellent

storage stability and quality with a shelf-

life of more than one year at ambient

temperature. The thermal processing

conditions have been standardised for

this product in order to make it safe for

consumers.


Food, meat, fish processing

Forms of transfer

Consultancy, technical services,

technology licensing

Information courtesy: Dr Krishnan S Raghavan, In-Charge, Technology Transfer Services Group, Asian and Pacific Centre for Transfer of Technology (APCTT) of United Nations Economic and Social Commission for Asia and the Pacific (UNESCAP), APCTT Building, C-2, Qutab Institutional Area, New Delhi - 110 016, Tel: 011-3097 3758 (Direct), 3097 3710 (Board), Fax: 011-2685 6274, E-mail: [email protected], Web: www.apctt.org, For more information on technology offers and requests, please log on to www.technology4sme.net and register with your contact details. This is a free of cost platform provided by APCTT for facilitating interaction between buyers and seekers of technologies across the globe. After submitting technology offer or request to this website, you are requested to wait for at least two weeks for receiving a response from a prospective buyer / seeker through this website, before contacting APCTT for further assistance.

IN CONVERSATION WITH Ron Pringle


IN CONVERSATION WITH

...says Ron Pringle, Vice President and General Manager, Ecolab India. In an interaction with Avani Jain, he underlines the significance of sustainability in food processing due to factors like scarce water resources and high energy prices.

Technology combined with chemistry and

services provided by us can help

companies save water and energy

What is the importance of sustainable development and how does

Ecolab ensure this?These days, sustainability requirement

is high in all the sectors as there

is increasing focus on water

and energy conservation.

This is attributed to factors

like scarce water resources

and rising energy prices.

Keeping this in mind, all

our R&D activities focus

on developing sustainable

technologies and processes

to aid industries in

achieving their goal

of sustainabi l i t y.

So, we develop

supe r - concen t r a t e

products, cleaning

and sanitation

programmes that

use less amount of

water & energy,

and thereby lead

to improvement

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Ron Pringle

in overall efficiency of the plant &

processes. Thus, technology combined

with chemistry and services provided by

us can help companies save water and

energy to a large extent.

How is the demand for hygiene and food safety, particularly in dairy processing industry?India has a well-established dairy

industry. Taking into account consumers’

demand for quality products, dairy plants

in the country are now demanding

technologies for maintaining hygiene and

food safety. Companies are increasingly

adopting Clean-in-Place (CIP) method

for maintaining hygiene in the plant.

Earlier, people just used hot water for

cleaning purposes but now they have

moved beyond and are using acoustics

for cleaning utensils, etc. Further, there

are growing concerns about extending

the shelf-life of milk from one day

to fifteen days as seen in Europe and

North America; and milk products from

2 days to 5-6 days. All these have led to

rise in demand for safety and hygiene in

the dairy processing industry.

Thus, there are great opportunities for

the dairy industry in India to implement

best practices and technologies. Ecolab

offers many solutions depending on the

application, process and stage of milk

processing. Most of the solutions are

built around automation and employ

unique technology to ensure that

companies get good cleaning result the

very first time.

How has the recent merger with Nalco helped Ecolab in providing new technologies for water efficiency?The merger with Nalco has proved to be

wonderful for Ecolab because two like-

minded companies have come together.

Previously, what Ecolab lacked was

global leadership in water technology but

now Ecolab can leverage Nalco’s water

expertise to help customers conserve

water and environment. Thus, this would

strengthen the company’s position in the

global market. After the merger, Ecolab

can also make use of 3D TRASAR

technology from Nalco.

What are the leading innovations making headway in the segment? Remote censoring is one of the

leading innovations in the segment and

it is interesting to note that Nalco has

got this technology already. Through

this technology, Nalco is actually

tracking sensors that are being used in

America, Brazil and Europe as well as

other parts of the world. Ecolab has

plans to bring this technology into its

core divisions.

What are the challenges and opportunities for the company?The biggest challenge is to create

awareness and make the industry

understand that there are alternative

ways for saving energy and water, and

a slight increase in chemical spend may

result in far greater financial benefits

in terms of enhanced food productivity

and conservation of energy & water.

Despite the challenges, there are many

opportunities. As a company, we are

capable of improving the productivity

of food manufacturing plants, besides

improving yield and shelf-life of

products. This holds us in good stead.

What are your growth plans in India?Ecolab is growing at a healthy rate

in India, and is recording double-

digit growth. Further, since the Indian

economy is expanding, Ecolab’s business

especially in the food & beverage segment

in the country is growing continuously.

In future, we are going to focus more on

hospitality as well as food and beverage

industry in the country.

What is your message to aspiring professionals?The industry is changing and new

best practices are emerging. As India

is growing and gaining recognition at

the global stage, it is important that

the individuals as well as companies

move with time and embrace these best

practices. Businessmen need to drive the

change in the industry and open their

eyes to look for new opportunities.


What motivates you the most in life?Working for a company that is

capable of making the world a cleaner,

safer & healthier place as well as

driving sustainability itself acts as a

motivational force. Further, working

in a team, sharing knowledge with

the young talent in the industry also

motivates me.

What was the toughest decision ever made by you?The toughest decision for me was to

move to India leaving the family in

UK. I took this decision because I was

excited about my job in India and the

challenges it posed. However, it was a

tough call.

How do you deal with a tough situation?I ponder over the situation and do

not make hasty judgements. I listen

to others’ opinions and then take the

decision and stick to it, whatever the

situation may be.

What are the few things that you check before signing a deal?There are two things that need to be

kept in mind. First, the deal should

be fair for both the parties. Second,

often, salesmen make promises at

the spur of the moment without

realising their company’s capabilities

and strengths. So the most important

thing is to examine ‘Are we capable of

delivering what we promised?’

Which business etiquette you value the most?I think honesty is the one etiquette

that can help you climb the ladder

in any business. Scottish people are

known to be blunt and direct, so I

prefer to follow this principle while

dealing with people.

SPECIAL FOCUS


AGRO-PROCESSINGAGRO-PROCESSING INDUSTRY Modernisation leading to a new era ................................................................................................. 24

PRIVATE LABELS OF AGRI-PRODUCTS Racing ahead of the pack! ............................................................................................................... 28

PACKAGED FLOUR MARKET Flooring consumers with innovations ............................................................................................... 30

MINOR MILLETSFuture food for nutrition security ..................................................................................................... 32

INTERFACE - Dhirubhai Patel, Chairman & Managing Director, Champion Agro Ltd“The extent of value-addition of horticultural products in India has increased from 2 per cent to 6 per cent in the last five years” .................................................................................. 34

ROUNDTABLECan packaged pulses compete with the unorganised sector? ........................................................... 36

SPECIAL FOCUS Agro-processing industry


Avani Jain

Currently, India ranks

second in fruit production

and third in vegetable

production in the world.

Also, India’s food processing industry

is one of the largest in the world –

it ranks fifth in terms of production,

consumption, export and growth.

According to a study by McKinsey &

Company, the Indian food market is

poised to touch $ 310 billion by 2015

and $ 344 billion in 2025, recording

an approximate compounded annual

growth rate of 4.1 per cent.

The reasons for the boom in the

food processing industry are many.

Modernisation has led to changing food

consumption patterns and increased

spending on value-added products,

spurred by increasing income levels,

rapid urbanisation, rising number of

working women and changing lifestyles.

Further, consumer taste and preference

is one of the major drivers for this

industry. Moreover, increased health-

consciousness, changing demographics

and lifestyles are driving demand

for quality fruit products that can be

consumed at ease. This is evident from

the huge rise in demand for ‘pulpy’

beverages as compared to carbonated

beverages in the last few years.

All these indicate that the growth

potential for the agro-processing

business in India is substantially high.

This is providing a direct impetus to

the processing machinery industry,

which is keeping up with the demands

of processors, and ultimately this will

be in the interest of the end-consumer.

Further, a higher demand by consumers

has led to a faster rate of production

being required by manufacturers,

eventually leading to a sustained demand

for modernised equipment at par with

global standards.

Market dynamics The vegetable and fruit production

contributes more than 30 per cent to

the agricultural GDP. India accounts for

13 per cent of vegetables and 12 per

cent of fruit production globally. If one

considers agro-processing industry, in

particular, then processing of fruits and

vegetables is estimated to be around 2.2

per cent of the total production in the

country. The major processed products

are fruit pulp & juices, fruit-based

ready-to-serve beverages, canned fruits

& vegetables, jams, squashes, pickles,

chutneys and dehydrated vegetables. The

new arrivals in the segment comprise

vegetable curries in retortable pouches,

canned mushroom & mushroom

products, dried fruits & vegetables and

fruit juice concentrates. Thus, due to the

growth in the agro-processing industry,

the demand for machinery is also

increasing since the last few years.

Evolution of the industryThe rural landscape is undergoing a

steady but dramatic change, which is

directly impacting the agro-processing

machinery sector. Earlier, most of the

work was done by hand but now farmers

prefer to use machines. Elaborating

on the changes observed in the agro-

processing segment over the years,

Dr Omveer Singh, CEO, Champion

Agro Fresh, notes, “As an agriculture

solutions provider, we have seen

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With processed foods gaining huge popularity and thereby marketshare, the demand for agro-processing machinery is increasing by the day. The machinery segment has witnessed remarkable changes over the years with modernisation opening new avenues for agro-processing equipment and solution suppliers. It is, thus, seeing an upward trend in new technology development, which will definitely revolutionise the agro-food processing industry in India and mark the beginning of a new era.

Modernisation leading to a new era


Agro-processing industry

that there are significant changes in

socio-economic conditions, cultural

environment, literacy levels and

occupation of rural masses. This has led

to more awareness, thanks to increased

exposure of media in rural areas, high

disposable income/easy access to loans

or financing demand for better quality

agro-inputs etc.”

Technologies for boosting production at local levelThe agro-processing industry is highly

decentralised, with large number of units

in the small-scale sector having small

capacities of up to 250 tonne per annum.

Dr Dilip Jain, Senior Scientist, Central

Arid Zone Research Institute (CAZRI),

Jodhpur, says, “Since the agro-processing

industry is highly organised, there is

demand for modern technologies and

equipment that can be employed effectively

at the small-scale level. Institutes such

as Central Institute of Post-Harvest

Engineering and Technology (CIPHET),

etc are coming up with new technologies,

which can help the local farmers to

increase their production.”

He adds, “Recently, a new technology

– custard apple pulper is developed by

CIPHET, Ludhiana, Punjab, in order

to aid the custard apple processing

technique. It is a machine for separating

pulp, seeds and peels from custard apples,

and contains three mechanisms, namely

fruit-cutting, fruit-scooping and pulping

mechanisms. Both the CIPHET and

the new licensees are confident that they

would prove to be a boon to the food

processing industry.”

Further, there is lot of demand for

custard apple pulp in foreign markets,

so this technology would provide a

boost to exports. Dr Jain states, “Like

CIPHET, CAZRI is also working on

developing new technologies to aid

fruit and vegetable processing. Recently,

Department of Science & Technology

(DST) asked us to develop post-harvest

pineapple processing mechanisation

system, which could be used by the

farmers in Bengal. Thus, one can say

that due to modernisation and farmers’

willingness to invest, the innovations in

equipment for agro-processing industry

are majorly driven by small-scale

farmers.”

Innovations and challengesKeeping in mind the consumer

demands, the R&D in this sector is

concentrating more on developing

new and better technologies. New

technologies being developed for fruit

processing are in the area of value-

added products like diced mango or

strawberry, pulp, dessert preparation,

etc. There is also focus on enhancing

efficiency of the existing processing

lines for pasteurisation, aseptic

processing and concentration of pulp by

use of energy-efficient heat exchanger

designs and better process control. All

these aim at ensuring better quality, and

retaining aroma & nutritive value of

the product.

Despite the fact that modernisation

has opened new avenues for the agro-

processing machinery market, there

are many challenges that need to be

dealt with before India can become a

leading agro-processing country. Bhrigu

Mehta, Director, Krutika Agro Produce

Pvt Ltd, observes, “As compared to

techniques employed by other nations,

the technology available for agro-

producers in India is limited. We are

just at the beginning phase when it

comes to agro-processing machinery

and have a long way to go. But slowly

and gradually, as modernisation is

spreading its wings and farmers are

becoming aware of new techniques, the

demand for agro-processing solutions

and equipment to increase productivity

is definitely increasing.”

Promising futureThe food habits of Indian populace

are the primary thrust factor for the

agro-food processing industry. The

agro-food processing machinery is,

therefore, set on a high growth path. An

efficient harvesting and post-harvest

mechanisation system would ensure

quality produce with low spoilage and

result in benefits for the producer

and processor. Thus, the future of

agro-processing machinery industry

appears bright.


Slowly and gradually, as modernisation is spreading its wings and farmers are becoming aware of new techniques, the demand for

agro-processing solutions and equipment to increase productivity is definitely increasing.

Bhrigu MehtaDirector, Krutika Agro Produce Pvt Ltd

Since the agro-processing industr y is highly organised, there is demand for modern technologies and equipment that can be

employed effectively at the small-scale level. Institutes such as CIPHET, etc are coming up with new technologies, which can help the local farmers to increase their production.

Dr Dilip JainSenior Scientist, Central Arid Zone Research Institute, Jodhpur

As an agriculture solutions provider, we have seen that there are significant changes in socio-economic conditions,

cultural environment, literacy levels and occupation of rural masses.

Dr Omveer SinghCEO, Champion Agro Fresh

New technologies being developed for fruit

processing are in the area of value-added products like diced mango or

strawberry, pulp, dessert preparation, etc.

SPECIAL FOCUS Private labels of agri-products


Mahua Roy

The agri-products aisle in

a supermarket perhaps

witnesses most easy

decisions. For most

shoppers, the only differentiator is the

price. Modern retail chains are stocking

up their own labels and introducing

attractive deals & discounts, thus

making the decision-making process

even simpler. This is delighting the

consumer but also giving sleepless

nights to national brands.

Private labels offer higher margins

to retailers. According to experts, gross

margins on private labels are, on an

average, 25-30 per cent higher than on

those of other displayed brands. In the

FMCG category, margins on national

brands are in the range of 12-17

per cent, whereas in-house brand

can offer margins as high as 40 per

cent. Here’s examining the top five

advantages, which make private labels

a clear favourite when it comes to

agri-products.

Competitive pricingFor a consumer today, it

really does not matter whether the

flour or rice or dal belongs to brand

A or B. These are low-involvement

categories and there is hardly any

product differentiation. So eventually

the shopper weighs his choices on the

basis of pricing.

Private labels can play the price

game quite effectively. In fact, better

deals also decide consumer loyalty

towards a store, to some extent. “The

proportion of private label agro-based

products across the globe has been

growing steadily over the past few

years. This is mainly due to the upper

hand that retailers have over branded

products. Greater freedom on setting

up pricing strategy thereby has clear

visibility into profit margins of private

labels compared to a branded product,”

says Shushmul Maheshwari, CEO,

RNCOS E-Services, a market research

company. The prices of in-house labels

can be less anywhere between as little

as 4-5 per cent to as much as 25 per

cent compared to popular national

brands. Direct sourcing from local

vendors saves on distribution costs.

Additionally, in the absence of any

branding or marketing costs, attractive

prices are passed on to consumers.

Consumer engagementConsumer trial is a common

sight at modern retail chains. A private

label has the biggest advantage of this

opportunity. “By actively conceptualising

and executing comprehensive in-store

branding and promotions, a retailer

can ensure prominent shelf display

for its in-house brands. We make

our private labels a part of a combo

offering or present a value deal so as to

attract customers. We also offer select

items complimentary along with a

pre-determined ticket size, thus

helping in trials,” elaborates Ajay Johri,

Assistant Vice President (Marketing),

SRS Ltd.

In the modern retail environment, a

major portion of brand marketing and

communication happens at the store

level. “Most retailers agree that as high

as 80 per cent of purchase decisions

are made at the store shelf, and thus

the store is where they have maximum

control. Retailers thus experiment with

creation of multiple touch points within

the store, through widespread in-store

advertising and placement strategies,”

says Ankur Shiv Bhandari, Managing

Director-Indian sub-continent, Kantar

Retail. When it comes to agri-

products, consumer trials, feedbacks

and freebies are rampant. “Retailers

selling private labelled agri-products

can lure customers by embarking upon

their own promotional offers. In a way,

this also helps in reduced dependence

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(M

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of the pack! Apart from establishing brand loyalty towards

their stores, modern retail chains are also expanding and organising the market for agri-

products. Currently, low brand consciousness is associated with agri-products, a behaviour that

retailers are making the most out of.

1

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Private labels of agri-products

on brand names for sales in a modern

trade outlet,” opines Maheshwari.

National brands usually opt for a

360° promotional campaign, which

includes television, radio, print &

online media, etc. However, a retailer

should typically concentrate on local or

territorial advertising avenues such as

radio, leaflets or newspaper inserts.

Customisations and innovations

Those categories where consumers have

less loyalty to better-known or promoted

brands are the categories where retailers

should try to push private labels.

Commoditised items have low levels

of product innovation and emotional

involvement from the consumer. Thus,

they are ideal candidates to become

bankable in-store brands. However,

commodities are the most difficult

to brand.

But given the regional variations

in India, there is tremendous scope for

customisation even in this category.

“To be successful with private labels,

retailers need to understand where

private labels can add value. They

should be able to successfully fill a void

in the category either through value-

addition or obviously, competitive

pricing,” states Bhandari.

This is where customisations are

highly spotted. The retail shelf and

inventory management system is the

first point of contact for studying

consumer behaviour. By extrapolating

buying behaviour, agri-products can

be introduced innovatively for the

consumer, be it in the form of specialised

flour mixes or even spice mixes for

different Indian preparations. Another

form of widely exercised customisation

is by way of experimentation with SKU

sizes, a direct conclusion derived by

studying buying behaviour. Thus, the

retailer is offering not just convenience,

but ensuring repeat purchases.

Better control on inventory

If a private label agri-product has to

compete and succeed against a national

brand, visibility is the most important

factor. Private labels benefit mostly by

price comparisons. In order to drive

sales, retailers, for instance, strategically

position their private labels next to

the most expensive competitor in the

same category.

Secondly, private labels have direct

command over stocking. “Agri-products

like sugar, atta, rice, spices, dry fruits

etc are actively consumed and enjoy

a frequent purchase cycle. They offer

quick inventory turnaround and low

shelf sitting time,” says Johri. However,

maintaining a tight grip on inventory

management is extremely essential when

it comes to these key categories. Adds

Maheshwari, “Agro-based products are

more inclined towards spoilage if kept

for a longer duration, therefore retailers

selling private labelled agro-products

can have control over the inventory,

which acts as a major advantage to

in-house brands.”

But managing this is a tricky

proposition, as there is usually a third

party or contract manufacturer involved.

“One needs to exercise caution when

it comes to issues such as sourcing

and selecting vendors, as keeping a

tight watch on quality is of supreme

importance. Since agri-products are

perishables, maintaining freshness is

the key. Hence, quick off-takes become

important, and a slow movement is not

acceptable. In fact, one needs to take an

FMCG kind of an approach, wherein

they see a high movement and do not

sit on the shelf for too long. Managing

this can be challenging at times, so

introducing private labels needs to be

a well-considered decision,” adds Johri.

Brand loyalty But are private labels ensuring

quality too? This question, which used

to loom in the minds of shoppers, has

been actively dismissed. Established,

reputed and trusted business houses are

usually the ones setting up modern trade

outlets. A fair amount of brand equity

thus already resides in the minds of

consumers. And retailers strive heartily

to keep up the name of their brand,

without compromising on quality.

Tangible efforts are taken to develop

a relationship with the shopper. The

traditional buying behaviour in terms of

agri-products has been extended in the

retail environment too. Indian shoppers

prefer to touch and smell foodgrains

before making a purchase. Working on

that insight, most outlets thus display

open containers of rice, wheat and other

such agro-produce thereby encouraging

customers to have a feel of the grains

and check the quality. Similarly, some

retail stores have grinding mills installed

inside premises, which reassure freshness

to customers.

“The quality and price advantage

delivers a superior value for money

equation, as well as a positive consumer

experience. So this automatically leads to

higher retention levels,” concludes Johri.

Such endeavours help in establishing

brand loyalty towards a private label.

This is then extended to an outlet

becoming a preferred store.


To be successful with private labels, retailers need to understand where private labels can add value. They should

be able to successfully fill a void in the category either through value-addition or obviously, competitive pricing.

Ankur Shiv BhandariManaging Director-Indian sub-continent, Kantar Retail

Agri-products like sugar, atta, rice, spices, dry fruits etc are actively consumed and enjoy a frequent purchase cycle.

They offer quick inventory turnaround and low shelf sitting time.Ajay JohriAssistant Vice President (Marketing), SRS Ltd

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SPECIAL FOCUS Packaged flour market


Mahua Roy

Here’s a fun memory game

for our readers. Try

visualising the modern

retail store you frequent, or

your local kirana outlet, or even television

commercials. Now name ten brands of

bath soap on the top of your mind. With

all confidence one can say that you could

name more than ten. Now let’s extend this

to packaged flour. With similar confidence,

one can say you could come up with three

or four, excluding private labels.

When we translate this scenario into

marketing and branding jargon, this shows

the amount of under-penetration in this

market. The few companies that have

ventured into this segment enjoy loyalty

due to heavily televised commercials with

catchy jingles, thereby ensuring recalls.

According to a recent report by KPMG,

branded flour sales in the country amount

to around ` 4,000 crore, which makes up a

measly 4 per cent of the market. The rest

is sold loose. However, the good news is

that, consumers’ switch to packaged flour is

occurring at around 8 per cent per annum.

National brands like Aashirvaad (from

ITC); Shaktibhog; Annapurna (from HUL)

and Pillsbury (from General Mills) account

for sales amounting to ` 1,700 crore.

So what is the reason behind

companies shying away from this sector?

Well, it all lies in the traditional habits of

Indian consumers who are used to freshly

ground wheat flour from mills. Modern

trade outlets have converted this into an

opportunity area, as most chains have an

in-house grinding mill and can thus offer

fresh flour to shoppers. Food processing

companies have a lot more to do to

convince consumers and establish loyalty.

Another staple as wheat, packaged

rice market, however, has seen tremendous

growth in India. According to an AC

Nielsen report, India’s packaged rice

segment has been growing at 30 per cent

in the last 3-4 years. The basmati rice

segment is expected to grow at 25-30

per cent. So can the packaged flour market

follow suit? Here’s presenting top five

strategies to succeed in this market.

Find your forte in fortification

One of the reasons why branding a

commodity becomes difficult is because

of the lack in innovation and product

differentiation. It is even trickier when it

comes to wheat flour because the packaged

form is not only an entirely new category,

but actually a buying behaviour one

attempts to create.

However, the good news is that, health

is the magic word in the food processing

industry. Committing to fortification

in flour is one way of garnering trust

in consumers. “Indian consumers are

increasingly becoming health conscious,

hence the demand to add extra nutrition to

regular rotis aids product innovations like

multi-grain flour. Adding extra nutrition

to regular rotis is viewed as the most basic

change they can make in their lifestyle

unlike drinking health juices or adding

something extra to their diet or routine,”

says Mittu Torka, Planning Executive,

Saatchi & Saatchi, a premier ad-agency,

which handles brand Pillsbury.

Differentiating your fortification is

also essential, else one will end up as a

‘me-too’ product. “Stabilisation, shelf-

life enhancement, texture & appearance

improvement and enrichment are

other points a manufacturer needs to

concentrate upon,” adds Dr Jyoti Vora,

Head, Department of Biochemistry, Food

Science & Quality Control, Ramnarain

Ruia College, Mumbai. A lot of R&D

investment is required for product

innovation in something as simplistic and

significant as wheat flour.

Tweak your marketing communication

Differentiation is required not just in

product development, but also in the way

a brand communicates with the potential

consumers. While most brands will

promote their wheat flour by emphasising

Branding a commodity becomes a tough job for any marketer. When it comes to wheat flour, Indian consumers rely on grinding mills. So what innovations in terms of marketing and product development need to be adopted by companies in this sector to promote packaged flour?

Flooring consumers with innovations

2

1


Packaged flour market

its effect on rotis; one needs to get creative

and highlight other benefits of the packaged

flour. “Beyond just product innovation at

the atta level, brands can attempt to present

rotis in exciting and innovative formats.

Rotis are considered to be traditionally

serious food, which children do not like

to eat all the time. Hence, the brands can

present to consumers innovative ways of

making roti a tasty and healthy option such

as roti pizza, frankies, multi-grain paratha

etc,” elaborates Torka.

Commit quality, quality and quality

This is one plus point that packaged flour

can have over unbranded variants. These

days when food safety issues are plaguing

the food processing industry, safety and

quality are the most desired attributes

out of packaged food items. And this

trend is being recognised largely, agrees

Mallikarjuna S, Sr Manager – Marketing

& Business Development, Buhler (India)

Pvt Ltd, one of the leading companies

supplying grain processing machinery.

He adds, “Food processing companies

demand that the product be manufactured

in a hygienic condition at the plant. They

ask for enhanced quality deliverables and

consistency of product. Also, companies are

shifting towards more automated systems.

They demand new technology to reduce

production costs. Since the raw material for

packaged flour is an agricultural product,

we need to improve the technology at all

levels.”

Carve your niche, get premium

A premium variant can help create a

noteworthy amount of differentiation in

this market. “In the Indian context, the

food that we eat also acts as a lifestyle

statement. Hence, most people want to

upgrade to the best quality food available

in the market. With increasing incomes

and smaller families, the buying capacity

of consumers has increased, hence evoking

the desire to not compromise. This aids the

launch of premium products in the market,

which have benefits like superior softness,”

adds Torka.

Be near to the third tierUrban markets may be easy to

crack. But opportunities and huge volumes

lie in smaller cities where penetration of

packaged products is significantly lower.

“The tier-3 cities offer great potential

wherein aspirations of people to live a

modern lifestyle are rising. They want to be

on par with the city dwellers in terms of their

outlook, the products they use etc. Hence,

tapping into the ever-increasing demands of

these consumers will be helpful,” says Torka.

Here comes the importance of effective

strategies like developing ideal stock-

keeping units, offering trial products at

smaller price points, utilising the command

of local health officials and other influencers

towards benefits of quality packaged flour,

and investing heavily on distribution. After

all, availability is the key.


3 4

5

SPECIAL FOCUS Minor millets


Dr P Sathiya Moorthi and

J Rajalakshmi

Millets are nutritious,

healthy and versatile,

and hence would be

a worthy addition to

one’s diet. These crops can be grown

successfully in any type of land.

Moreover, the grains possess remarkable

ability to survive under severe

drought. The nutritive value of millets

is comparable to other staple cereals

like wheat and rice. Some varieties of

millets are nutritionally better than

common cereals in protein, fat and

mineral contents.

Millets: The store-houses of nutritionBy any nutritional parameter, millets

have more fibre than rice and wheat.

Finger millet has thirty times more

calcium than rice while every other

millet has at least twice the amount of

calcium compared to rice. Foxtail and

Little millet are rich in iron content.

While many seek micronutrients such

as β-carotene in pharmaceutical pills

and capsules, millets offer it in abundant

quantities. The much privileged rice,

ironically, has zero quantity of this

precious micronutrient. The protein

content in millet is very close to that

of wheat; both provide about 11 per

cent protein by weight. Millets are

rich in vitamins like niacin, B6, folic

acid, calcium, iron, potassium,

magnesium, and zinc.

As per a recent survey, the death

rate of children in India equals those

in under developed countries like

Nigeria and Somalia. This is due to

lack of proteins and minerals in their

foods. The main reason is lowering

consumption of minor millets due to

the current lifestyle. The production

of rice, wheat, maize has increased and

that of millets and pulses has decreased.

Further, there is inadequate marketing

of millets and most of the minor millets

are being consumed by pet animals

rather than human beings.

Millet flours are subjected with high

pressure steam by gradual decrease or

increase of temperature at optimised

holding time that leads to efficient

gelatinisation by means of expanding

carbohydrates materials. Thus, gradual

release of glucose takes place by

gelatinisation process, which lowers

glucose level without adding any raising

agents and enables easy digestion.

Value-addition to minor milletsMost of the millets blend easily with

common staple foods without any

pronounced off flavours. They have

mighty potential to be included in

traditional and novel foods. The non-

availability of ready-to-use processed

millet has limited its usage and

acceptability, despite its nutritional

superiority. There is a need to provide

millet-based food products in the form

of ready-to-use grains, convenience

foods or mixes to meet the demands of

the present day consumers. Moreover,

value-addition to minor millets not only

offers variety, convenience and quality

food to consumers, but also helps in

revival of millet cultivation. Refined

wheat flour, whole wheat flour and soya

flour can be blended with finger millet

in different proportions, with wheat

and refined wheat flour as the main

ingredient to prepare various products.

Minor millets have been cultivated since time immemorial for food and fodder. Traditionally, millets were considered as poor man’s food. However, the advances in crop cultivation practices, technological developments and green revolution have contributed to vanishing harvests of millets. Owing to nutritional and nutraceutical potential of millets, their consumption needs to be revived for ensuring good health.

Future food for nutrition security

Cou

rtes

y: J

oule

Foo

ds L

td


Minor millets

Some of the products obtained from

millets include cookies, porridges, flat

breads, flakes, noodles, cakes, rusk,

chapathi, vada, dosa. The acceptable

levels of incorporation of millet flour

were reported to be 20 per cent for

noodles and 30 per cent for rusk,

chapathi and dosa.

Market potential At present, people are more aware of

naturally processed food items and

keep an eye on new product trends and

hence it is no more difficult to market

millet-based products. Intake of millets

through cookies gives good palatability

as well as attracts consumers. These

kinds of processed cookies can be eaten

by children as well as elder people.

Utilisation of minor millets will

enhance farming community without

addition of pesticides and fertilisers.

Value-addition of millets will help

generate employment as well as

improve health. In this fashion,

nutrient to nutrient, every single

millet is extraordinarily superior to

rice and wheat, and therefore is the

solution for the malnutrition that

affects a vast majority of the Indian

population. Minor millets are claimed

to be the future food for better health

and nutrition security.

References

� Arora and Srivastava, 2002, “Suitability of

millet-based food products for diabetics. J.

Food Sci.and Tech”, 39 (4), 423-428.

� Badi, S M and Hoseney, R.C., 1976, “Use

of sorghum and pearl millet flours in

cookies.Cereal Chem”, 53 (5) : 733-738.

� Veena, B Chimmad, B V, Naik, R K and

Shantakumar, G, 2004, “Development of

barnyard millet-based traditional foods.

Karnataka J. Agril. Sci”, 17 (3): 522-527.

� Veena, B Chimmad, B V, Naik, R K

and Shantakumar, G., 2005, “Physico-

chemical and nutritional studies in

barnyard millet. Karnataka J. Agril. Sci.,”

18 (1): 101-105.

� Vijayalakshmi, P and Radha, R, 2006,

“Effect of little millet supplementation

on hyperlipidemia”, The Indian J. Nutr.

and Diet., 43 (11) : 469-474.

� Roopashree Ugare 2008, “Health benefits,

storage quality and value-addition of

barnyard millet”, Food Science And

Nutrition, 10-84.

� Poongodi, T, Vijayakumar, Jemima

Beryl Mohankumar, Nazni, P and

Rajeshwari, M, 2003, “Value-addition

for minor millets and its glycemic load

among normal and type 2 diabetic

subjects. Paper presented at the 39th

national Nutritional Conference of NSI,

Hyderabad, September.

Dr P Sathiya Moorthi is the Managing

Partner and Technical Director of Vinzi

Sperri and Joule Foods Ltd, Coimbatore.


J Rajalakshmi is the Process Engineer

at Joule Foods Ltd, Coimbatore.


SPECIAL FOCUS Interface - Dhirubhai Patel


What are the leading innovations in the agro-processing segment? The huge demand for fresh and high-

quality food has led to extensive research

in order to develop technologies that

can sustain the natural taste and flavour

of foods, albeit adding extra nutrients

and vitamins. Non-thermal technology

has drawn great attention in this regard.

Advancements in technology like visual

appraisal method and invention of

processing tools & equipment such as

conveyor belts, washdown houses, and

mop handles have paved the way for

meeting quality requirements. Such

developments in food technology have

also helped in resolving the credibility

issue and inculcated confidence among

consumers, taking the industry to great

heights. Moreover, vacuum cooling

technology has brought overwhelming

changes in the food processing industry.

It is an effective method to cool down

specific horticultural products such

as vegetables and fruits to extend the

storage life by dint of cutting down the

deterioration of post-harvest yields.

How the growth of processing machinery has provided a boost to the industry? The technology available in India in the

agro-food processing equipment sector

is not much advanced when compared

to the developed countries. In the agri-

food sector in India, the major thrust of

R&D has been on the processing of food

rather than on developing equipment.

Most of the technologies available in

the agro-processing equipment sector

that could be considered as globally

competitive fall in the category of pre-

harvest technologies. But now, with the

food processing sector being identified

as a high priority industry in India, the

agro-equipment sector is also gaining

importance. Major developments are

happening in the equipment sector as

a consequence of the thrust on the food

processing sector as a whole.

What are the different agricultural solutions provided by the company? The company started its operations with

manufacturing facilities for agricultural

irrigation system like turbine pumps,

submersible pumps, mono-block pumps

and electric motors. In its endeavour

to be a complete agriculture solutions

provider, the company introduced

its own retail chain of agri-business

centres and agri-clinics. This chain

serves farmers by facilitating all their

agricultural needs and provides free

agricultural consultancy services ranging

from sowing to harvesting of crops.

These retail chains also act as a one-

stop-shop for farmers. The company

also aims to provide exhaustive services

pack to the farmers and has a vision

to provide a strong forward as well as

backward linkage from farm to fork in

the industry. In due course of time,

the company has diversified its portfolio

and ventured into processing of fresh

fruits and vegetables along with the

contract farming and horticulture parks.

What is your outlook for the agro-processing industry in India? The extent of value-addition of

horticultural products in India has

increased from 2 per cent to 6 per cent

in the last five years. These statistics are

good but present a grim picture when

compared with the developed countries

such as the US and France, which have

value-addition to the extent of 70 per

cent and 50 per cent, respectively, with

minimal wastages.

Some of the challenges for

the industry include need for

distribution network & cold chain;

backward-forward integration from

farm to consumers; development of

marketing channels. Other issues are

development of linkages between

industry, government and institutions;

streamlining of food laws, etc.

Despite challenges, there are growth

opportunities as well. Increased

urbanisation, improved standards

of living, and many other factors,

have positive impact on the food

processing sector.


“The major thrust of R&D has been on the processing of food rather than on developing equipment”

…says Dhirubhai Patel, Chairman & Managing Director, Champion Agro Ltd. In conversation with Avani Jain, he discusses the opportunities available for the agro-processing industry in India. He also highlights the leading innovations making headway in the segment.

SPECIAL FOCUS Roundtable


Can packaged pulses compete with the unorganised sector?

Pulses form an integral part of the Indian diet. But how easy is the penetration of branded pulses? When an established name like Tata shows activity in this space, will others follow suit? Mahua Roy speaks with a few experts and presents an outlook for the category.

This sector looks promising enough and the aspirational consumer is ready to pay a premium too. The trick lies in product innovation and

developmental R&D to offer a differentiated product.

EDITORIAL TAKE

Branded packaged pulses (organised

market) account for around 10 per

cent of total pulses market in India.

Moreover, the share is expected

to remain the same in the next

few years as demand for branded

packaged pulses is majorly confined

to cities only, where consumers

look for brand, labels, safety and

hygiene. However, 70 per cent of

the population, residing in rural and

semi-urban areas, consumes pulses

available in the local market and

this trend is expected to continue

in future. Thus, it will be a tough

task for branded packaged pulses to

compete with the unorganised sector.

The effectiveness of branding

a commodity like packaged pulses

will entirely depend on how well

the product gets positioned in the

minds of customers. In other words,

the communication has to be more

relative in nature and should focus

on creating awareness about the

benefits of the products.

Rajneesh KrishnaSenior Professor, Mudra Institute of

Communications, Ahmedabad (MICA)

Pulses have traditionally not

been sold in packaged format.

In neighbourhood kirana stores,

which draw the bulk of sales, the

customer states the exact quantity

desired and that is how purchases

are made. The key takeaway from

this is in the designing of strategic

stock-keeping units. The last

couple of years have seen a rise,

though not a substantial one, in the

packaged variety of pulses.

With organised retail expected

to rise to 12 per cent of total retail

sales by 2014, the packaged form

is bound to grow rapidly. But

branding of pulses comes with an

inherent challenge. It does not offer

any actual tangible benefit in the

packaged form. With pulses being

expensive items on the grocery list, it

is ultimately beneficial to the Indian

consumers to have branded pulses

competing with each other and with

bulk produce to give consumers the

best quality at the lowest price.

Parag GadreAssistant Vice President, Marketing & Strategy,

Tata Chemicals Ltd

In today’s scenario, the pulses

sector is largely unorganised. The

customer does not have many

options for packaged dal. So in

the long run, the challenge will

be in providing a differentiated

product and giving value to

consumers that can be perceivable.

Values like protein retention in

unpolished dals can be leveraged

for product differentiation.

Parallels can be drawn from oil,

rice, flour (atta) industry and

other staples in which the branded

packaged segment is making

inroads at a healthy growth

rate, pr imari ly through

upgradations in usership.

Favourable macroeconomic

indicators, rising disposable

income, general awareness and less

trust in loose food products will

assist adoption of packed pulses.

However, adoption of branded

unpolished dals will be slower in

tier 2 and tier 3 cities.

Shushmul MaheshwariCEO,

RNCOS E-Services

FACILITY VISIT NHC Foods Ltd


Mahua Roy

In the organised sector of

spices, there are 176 brands

present. Making a mark in

this cluttered category calls

for extreme innovation and unique

product attributes, apart from a distinct

communication. A new player in this

field is NHC Foods with its Saaz

brand of spices. The company has been

present in the exports market for a long

period and has recently forayed into

the lucrative Indian B2C market. With

new products in its pipeline, this is one

company to watch out for.

Quality assurance with cost savingsThe marketing communication of Saaz

brand echoes of ‘Quality First’. It is

equally reflected in the manufacturing

process at the facility. With sophisticated

machinery available for optical sorting

of raw material, quality is assured at

every stage. A high-end laboratory is

equipped with multiple technologies

for not just quality assurance, but also

food safety. “Apart from being cost-

competitive, quality and freshness are

two attributes that need to be delivered

to the consumer,” says Apoorva Shah,

Managing Director, NHC Foods Ltd.

There is a lot of activity in this

sector of spices due to presence

of a large number of unorganised

players. “Consumers are unaware of

the importance of quality and food

safety when it comes to commodities.

They make decisions based on prices.

However, attributes like shelf-life,

freshness also need to be considered,”

says Samir Sangoi, Vice President –

Operations, NHC Foods Ltd.

It is a challenge to compete with

the unorganised sector as also big and

established names operating in this

market. Maintaining bottom lines and

FACTS AND FIGURES� Unit established in: 2010

� Manufacturing portfolio: Spices & spice powders, whole spice, processing, cleaning, sortex and grinding of whole spices.

� Total area: 4.5 acre; Constructed area: 30,000 sq ft

� Manufacturing capacity: Processing capacity 14,400 MTPA; Grinding capacity: 6,000 MT in a single shift

� Markets operating in: Currently Mumbai, Maharashtra, Goa. Planning pan-India expansion soon

� High volume products: Turmeric, chilli, coriander powder

� High margin products: Spice blends

What makes Indian cuisines favoured the world over are their distinctly different spices. Contributing largely to this is NHC Foods, with its vast product portfolio of basic and blended spices, manufactured at its facility near Valsad, Gujarat.

Spicing up growth with right blend of quality and technology

Food safety testing lab

Red chilli powder manufacturing process


NHC Foods Ltd

high margins is all a play of strategic

decisions. “One of our strategies is that

we deliver to the distributors’ godowns

directly. Along with cost savings, we also

earn trust and loyalty of distributors.

We soon plan the concept of a super

stockist,” adds Shah. As of now the

facility operates out of a single shift,

but with growing demand, it plans

double shifts to increase production.

Packaging innovationsPackaging design is one of the areas,

apart from pricing, that players in this

field are concentrating on. Though

attractive packaging appeals to

consumers, usability is also a feature that

needs to be worked upon. Keeping this

in mind, NHC Foods Ltd has come up

with a unique product differentiation.

“Most spices and blends (masala) in

the 50 gm stock-keeping unit (SKU)

come in box packaging. The plastic

pouch, which contains the masala, is

stuck onto the outer box. This is usually

inconvenient for consumers who then

have to store the box too. We then

came with an innovation in packaging

wherein we provide a detachable pouch

inside the box,” explains Sangoi. The

product uses high quality 360 GSM

white paperback for outer packaging

and a 3-layer detachable pouch

inside. “This ensures quality, aroma

retention and freshness for 12 months,”

adds Shah.

Market dynamicsFor the commodities sector, general trade

(mom and pop stores) is as important a

distribution channel as is modern trade.

The company is seeing a huge demand

for the 10 gm SKU sachet via the general

trade channel. “For example, let’s take

pav bhaji masala, which is a favourite.

One may not cook this dish every week,

but probably once or twice a month.

Thus, a 50 gm box pack stays unused

for weeks at large. On the other hand,

a 10 gm SKU provides a single-serve

option,” elaborates Sangoi. Identifying

this opportunity, the company offers all

its spices and spice blends in 10 gm

SKU also.

In the modern trade channel, 50

gm boxes as well as 200 gm pouches

are high volume, fast-moving products.

The company also supplies to hotel,

restaurant and catering (HoReCa)

chains. “The demands of the HoReCa

sector complement well with our

deliverables, as we emphasise hugely

on quality. This differentiates us from

the others in this cluttered market,”

adds Shah. The company has also been

approached by quite a few big retail

chains in India for private labelled

products. It is already supplying private

labels to supermarket chains abroad.

When it comes to exports, NHC

Foods is an established name. “Spices

consumption is largest in Gulf countries

and we see it as an important market.

Apart from that, African countries

and even China are also emerging

as lucrative destinations. Besides, the

US, Australia and Europe are mature

markets with huge demands for Indian

spices,” adds Shah.

Coming soon!NHC Foods plans to concentrate

more on 15 gm and 20 gm SKUs, and

make it more attractive & appealing to

consumers. “As per the new packaging

standards, for packages up to 25 gm,

non-standard packaging quantity is

allowed; so we plan to leverage on the

demand for 15 gm and 20 gm SKUs

largely,” says Sangoi.

NHC Foods also has big plans to

transform the spices market in India.

“Our aim is to reach a total target of

65 variants,” says Shah. Not only that,

the company plans to foray into other

products as well, as it sees demands

and opportunities there. “We plan to

launch two new brands, Eat’mor and

Indibite for the Indian market. Eat’mor

will be our brand of RTE foods and

Indibite will package whole spices,”

says Sangoi. It also plans to import

special seasonings from other countries

as it will blend well with its existing

product portfolio.

Photo: Joshua Navalkar


Spices consumption is largest in Gulf countries and we see it as an impor t ant mar ke t . Apart from that, African

countries and even China are also emerging as lucrative destinations. Besides, the US, Australia and Europe are mature markets with huge demands for Indian spices.

Apoorva ShahManaging Director

Most spices in the 50 gm SKU come in box packaging. The plastic pouch, which contains the masala, is stuck onto the

outer box. This is usually inconvenient for consumers. We came with an innovation in packaging wherein we provide a detachable pouch inside the box.

Samir SangoiVice President – Operations

10 gm SKU of spice blends

INSIGHT & OUTLOOK


FISH PROCESSING AND AQUACULTURE

INSIGHT & OUTLOOK

FISH PROCESSING INDUSTRYEyeing a bigger catch in domestic market ...............................................................................................42

FISH MARKETINGExports, a lucrative proposition!...............................................................................................................48

FISHERY INDUSTRY A sustainable approach to net profits .....................................................................................................50

CAGE FARMINGCultured to reap rapid economic benefits ................................................................................................54

INTERFACE - M R Francis, General Manager, Naik Frozen Foods Pvt Ltd“The country needs to develop and expand cold chain facility to brighten the prospects of domestic market” ...........................................................................................................56

ROUNDTABLEIs the global economic turmoil impacting seafood exports from India? .................................................58

CARBONATED DRINKS MARKETChanging consumer preferences redefining prospects .............................................................................60

MONSOON LOGISTICSHow to rein in the rains? .........................................................................................................................62

INSIGHT & OUTLOOK Fish processing industry



There is some trade off between

the export and domestic

market expansion. However,

over the years, the fish

processing segment has been able to export

higher percentage of total production and

even embrace diversification. “If fishermen

could get higher value for their products

by focussing on export market, we should

not prevent it by imposing restrictions,”

opines Dr Ramachandra Bhatta, Professor,

Fisheries Economics, and Head of the

Division (Fisheries Sciences), College of

Fisheries, Mangalore. With an average

annual output value of ` 42,178 crore,

marine fisheries have been one of the

major contributors to foreign exchange

earning through export. India’s fish exports

were worth over $ 2.8 billion in 2010-

2011. Over 45 per cent of this export

value came from marine capture fisheries

and official targets are to raise this to

$ 6 billion by 2015.

A closer look says that India exports

few varieties of fish, and depending always

on export is a risky proposition. In this case,

disappearance of a particular type of fish for

one season may put many units in jeopardy.

Take the example of west coast region, which

is mainly confined to export of few varieties

such as ribbonfish and mackerels mainly

from the last one decade or so. This pushes

many units, especially small and medium-

scale, towards uncertain future. Hence, it

is time to focus on domestic market as it

offers huge scope for any product category.

And to become successful in the domestic

market largely depends on fish processors.

According to ASSOCHAM, the

processed segment comprises about

` 8,000 crore, which is over 15 per cent

of total size of the domestic marine and

fish industry. It also said that there is

huge scope for investments in packaged

marine processing plant, operations in

preservation, processing and export of

coastal fish for the private sector as it

holds vast, untapped marine resources

with a great export potential.

Ways to emerge from deep watersToday, consumers are extremely health-

conscious; hence quality control measures

need to be adopted to meet health-related

issues. Seafood includes chilled, frozen and

ready-to-eat value-added products like

retorted pouch processed fish curry and

pasteurised crab meat etc. Utmost care

should be taken to enhance quality by way

of different processing methods such as

salting, drying, freezing, canning, smoking

etc. It is imperative to maintain hygiene

until seafood reached the end-consumers.

Technology is another area where

there is enough scope to improve, which

will ultimately provide thrust to the

domestic fish processing market. In this

direction, initiative has already been

taken. For example, Tamil Nadu is all

set to adopt Danish mid-sea processing

technique for fishing. The ships will act as

mother vessels and process the fish caught

in high seas. Besides, plans are afoot to

have a well-equipped fish processing park

in Chennai. No doubt, India is among

the largest producer of fish in the world

mainly fresh water carp. And 90 per cent

of the fish that is produced is consumed

within the country. As far as marine fish is

concerned the consumption is miniscule.

Efforts need to be taken to create

The domestic market is large enough for most of the products manufactured in India. However, success in this market largely depends on a thorough understanding of its needs. For processed fish segment, value-addition in terms of shelf-life while preserving taste and nutritious value; packaging & pricing aspects etc are of utmost importance to increase its share in the domestic market. Despite the growth of organised retail, this segment has not been able to reach out to masses.

Eyeing a bigger catch in domestic market


Fish processing industry

awareness so that consumption increases

in the domestic market. “Recently, farming

of pangasius has also commenced in India,

which is used for domestic consumption.

The main species of export from India

are farmed shrimps and sea-caught marine

products,” says D B Ravi Reddy, President,

Sea Food Exporters Association of India.

One of the reasons for consumption

of seafood is to augment the intake of

protein, as such foods are rich in protein.

Traditionally, the major protein consumed

in India has been chicken, lamb and fresh

water fish. Most households in India

prefer fresh products as against frozen

food products. “Due to the affinity for

fresh products and constraints in logistics

and storage, frozen products have not

developed adequately within the country.

If domestic consumption of shrimp has

to grow, there must be greater acceptance

of frozen products sold through the retail

trade. With changing lifestyles and higher

disposable incomes, we are noticing a

changing trend towards increase of seafood

in the domestic market,” points out Reddy.

Exploring domestic marketShelf-life, easy availability and procurement

etc are the deciding factors when it comes

to high consumption of any food. The

lesson that one can learn from growing

popularity of eggs and packaged fast food

is that they are easy to procure, store and

prepare. Packaged fast food such as instant

noodles and eggs are available around the

corner shops and have a reasonably good

shelf-life even when not stored in ideal

conditions. “If we compare this with fish

and fish products, and the insight that we

have got from various fish market surveys

(the first one conducted by the Indian

Institute of Management – Ahmedabad

at the national level and at a later date

Bay of Bengal Programme also conducted

a study of consumer preference in

Chennai), factors affecting consumption

of fish include availability, longer time and

skills needed for preparation; small bones

making it unsuitable for children, and

smell,” points out Dr Yugraj Singh Yadava,

Director, Bay of Bengal Programme, Inter-

Governmental Organisation.

Among these factors, smell has a

dubious relationship with consumption as

it contributes both positively and negatively.

However, for other factors, there is a great

scope for value-added processing. Since last

few years, supermarkets and retail chains

started selling processed fish; but these has

not yet been able to reach out to the masses

because of high degree of price difference

between the product available at the local

market and the packaged product.

“Hence, price factor and other

constraints are affecting the processed

fish consumption in India. Value-addition

should first aim at increasing consumption

of fish among existing consumers.

According to National Sample Survey

(NSS) data, the consumption of processed

fish is quite less among the existing

consumers also. The consumption could

be increased through identifying different

market segments: such as fresh water carps

in eastern India; marine fishes in southern

India and dry fish products in north-

eastern India,” he points out.

Adding value, gaining profits The primary objective of value-addition

should be towards increasing the shelf-

life while reserving the taste and nutrition

of fish with handy packaging (500 gm,

1,000 gm etc) of selected species. The

cost should be close to the market price.

The bones should be removed to attract

the consumers. Fish can be supplied in

ready-to-cook format. According to Dr

Yadava, among the major states, Kerala

has the highest monthly per capita fish

consumption (1.913 kg), followed by West

Bengal (0.768 kg) and Assam (0.631 kg).

The secondary objective of value-

addition can be winning new consumers.

This has to be done through tapping the

market in northern and western India. A

large population in urban areas consumes

poultry and meat as major source of

animal protein. Therefore, smell could be

a deciding factor in these regions.

Further processing and value-addition

is needed to make fish-based products

such as fillets, fries, chips, which are

smell-free and ready-to-eat or ready-to-

cook. “However, a blanket value-addition

strategy is unlikely to work for the domestic

market given the differentiated preference

and price sensitivity of consumers.

Therefore, value-added processing should

be done at multi-level. The first level is

to win the existing consumers by offering

them processed fish of ensured quality

comparable with fresh fish varieties and

freedom from preparation within an

acceptable price,” exhorts Dr Yadava.

Traditionally, Indian communities are

known for the consumption of fresh fish

and some quantity of dry fish. Hence, there

has to be a sustained effort to encourage

improvement in hygiene and sanitation in

the marketing and value-additions such as

filleting etc. More R&D should be focussed

on developing pharmaceutical products and

utilisation of all wastes for producing some

non-edible/edible value products.

“Use of fish for fish meal should

be discouraged. We are almost using 1

tonne of marine fish to produce 1 tonne

of cultured fish by diverting marine

fish for fish meal, which is used by the

aqua-feed industry and depriving fish

processors from producing high-quality

dry fish. It is important to provide services

like processing, branding, labelling,

certification to small-scale enterprises that

may be able to supply high-quality fish

products,” exhorts Dr Bhatta.

Upgrading infrastructure Value-addition alone is not enough to

popularise processed fish in the domestic

market. Improvement in logistics has to

be done simultaneously. An affordable

and adequate cold chain & logistics

infrastructure network needs to be

established across the Indian hinterland to

ensure seamless processing and supply of

processed fish products within the country.

In this direction, the government also

needs to make arrangements for affordable

and continuous electricity, proper roads,

land etc to support the industry. It is

essential to keep fish in refrigerated

condition immediately after the catch, and

then transported to processing plants. But

in India, it is still a far cry. It is time to

catch up with other countries!


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INSIGHT & OUTLOOK Fish marketing



Looking at the volume the

Indian market offers, one

may wonder why the fish

processing industry is not

concentrating much on the domestic

market. No one can deny the volume but

it is not the only factor that decides success

of any product. For the fish processing

industry, factors like diverse food habits,

changing demographics, lack of supply

chain etc have made it difficult to market

the product in the domestic arena.

Food habitsFirst let’s take the issue of food habits

and culture, which have a strong influence

on marketing of fish and fish products

in the country. India is a country of

mixed culture with diversified food habits.

Except Kerala, fish consumption is low in

other maritime states implying that a large

section of people do not have fish.

Although Gujarat produces the

maximum marine fish, consumption within

the state is low due to a predominant

vegetarian population. Similarly, West

Bengal is a coastal state, but freshwater fish

is much preferred over marine fish (with

exceptions such as pomfrets, seabass and

shrimps). In most of the inland states too,

freshwater fish is preferred over marine

fish. A typical outcome of such diversity

is that a unified domestic market for fish

does not exist. Rather segmented local or

regional markets rule the fisheries scenario

and these regional markets are governed

by different sets of preferences. Hence, to

cater to the diverse need at this juncture

is difficult. “Further, the demand for high-

value marine species such as tuna is limited

or negligible in India, although tuna is one

of the highly traded fish in international

market,” says Dr Yugraj Singh Yadava,

Director, Bay of Bengal Programme, Inter-

Governmental Organisation. Since marine

fish is mainly consumed in the coastal

states, such consumption pattern implies

that without the export, there may be a

supply glut for many important commercial

varieties. Such supply glut would have

driven the prices down, thus hurting the

fishermen and the industry as a whole.

Changing demographics Religion, class, caste and changing

demographics etc impact consumption

of fish in the domestic market. Take the

example of Chennai; there are many

markets, which are developed in cluster

forms. “Of late, the city has witnessed

the growth of street markets, which were

previously non-existent. This is mainly

because of changing demographics owing

to migration and growth of Chennai

as a cosmopolitan city,” says Dr Yadava.

However, wholesale and retail markets,

which are decades old, were developed

in response to traditional demographic

pattern of Chennai. It also shows that fish

consumers are not only evenly spread out

but also exist in pockets. “This not only

depicts the fragmentation of market in

Chennai only but the entire country as well.

Such developments make the marketing

even more challenging on domestic front,”

points out Dr Yadava. Further, domestic

marketing of fish and fish products in India

is undeveloped due to poor infrastructure

and an equally poor cold chain.

Need for effective marketing strategy The whole marine fish supply chain

system reveals that although women still

dominate the scene, men from within

and outside the community groups and

super markets are entering the marketing

business. An in-depth analysis reveals

that women retailers make enormous,

often unpaid contributions to promote

sales by providing marketing support

services, value-addition services etc.

According to Dr Ramachandra Bhatta,

Professor, Fisheries Economics, and

Exports during 2010-11 compared to 2009-10

Export details 2010-11 2009-10 Growth (%)

Quantity (in tonne) 8,13,091 6,78,436 19.85

Value (in ` crore) 12,901.47 10,048.53 28.39

Value (in $ million) 2,856.92 2,132.84 33.95Source: MPEDA

The absence of a unified approach coupled with fragmented market condition makes marketing of processed fish an arduous task in the domestic market. Besides, poor supply chain and sharp contrast in consumption pattern make the scenario even more complex. Due to this, domestic market is not a lucrative proposition for the fish processing industry.

a lucrative proposition!


Fish marketing

Head of the Division (Fisheries Sciences), College of

Fisheries, Mangalore, common property resource system

developments in post-harvest system and increased profitability

should be integrated with the community-based fisheries

co-management system. In the absence of such integrated

system, marine resources get over-exploited. “Any strategy to

improve fisheries co-management should incorporate social

capital in developing such a model,” he exhorts.

Role of government The traders and processors find it profitable to export rather

than sell in the domestic market. “Although ribbon fish has

vast domestic market in the north-eastern states, due to

inefficient domestic marketing system a processor finds it

more easy and profitable to export instead of transporting it to

distant domestic markets,” points out Dr Bhatta. In order to

achieve this, a steady marketing drive to aggressively promote

processed marine fish should be undertaken. Value-addition

and constant innovation of products (packaging, look, taste

etc) are other elements to become successful in the domestic

market. “Awareness campaigns on the benefits of seafood

should be carried out without any delay. The adverse mindset

of people about frozen seafoods should be changed. Creating

awareness among the people on the benefits of seafood

would help increase volume in the domestic market,” opines

D B Ravi Reddy, President, Sea Food Exporters’ Association

of India.

However, J R Bangera, Ex-President, Federation of

Karnataka Chamber of Commerce and Industry (FKCCI),

emphasises on bringing new technology to the processing

arena and at the same time remaining focussed on export. “I

do not feel that we should reduce the exports of marine fish.

It is imperative to continue exports of marine products. The

sector should import latest technologies to infuse growth in

the fish processing industry. This will also increase export

earnings and reduce the balance of payment constraint,” he

says. Another important reason for perceived importance

of export is the existing government policies. One of the

basic pillars of fisheries development, especially development

of marine fisheries and aquaculture in India, is to promote

export. The government has taken many institution-building

measures in this regard and set up the Marine Products Export

Development Authority (MPEDA), which is dedicated to

export promotion. There is no such dedicated agency to

promote fish processing industry in the domestic market.

India has a good number of fisheries colleges and research

institutes manned by qualified fisheries scientists. “Transfer of

technology from institutes to the private sector and a good

private-public partnership model will play a significant role

in fish processing and development of value-added market,”

opines Reddy. Is it not time to pay concerted efforts on the

domestic market?


INSIGHT & OUTLOOK Fishery industry


Rakesh Rao

On World Oceans Day

( June 8) this year,

Greenpeace released a

report – ‘Safeguard or

squander? Deciding the future of India’s

fisheries’ – stating that India may suffer a

threat owing to depleting fish stocks and

historical neglect of marine conservation.

The growth of the fishery sector, which

has been one of the major contributors

to foreign exchange earnings through

export, would be severely hampered due

to the depleting fish stocks that would

not only result in massive job losses but

would also hurt ecology as well as the

national GDP.

Breaching the sustainability levelsAccording to the report, about 90 per

cent of Indian fish species are at or above

maximum sustainable yields. “This has

direct impact on fishermen and people

living on the coasts who are dependent

wholly on fishing for their livelihood.

In India, so far Greenpeace has worked

with fisher communities across the coasts

and government to move towards a more

sustainable management of fisheries,”

explains Areeba Hamid, Campaigner,

Greenpeace India.

The rate of decline in species,

however, varies from state to state. Given

that estimates put the potential yield of

the entire Indian Exclusive Economic

Zone (EEZ) at 3.9 million tonne, the

official position is that total catches

can continue to increase. This, however,

would be dangerous, feels Hamid, given

several warning signs that sustainability

levels for a large number of species have,

in fact, been breached. These warning

signs include distinct fluctuations in key

species as well as in total catches in some

states, and a decline in the mean tropic

level of the catch, indicating that the

disappearance of larger predator species

is leading to an ongoing shift in fishing

pressure towards smaller, fast-producing

species.

Areeba observes, “The growth in

total landings has been a result of the

geographical expansion of fisheries, as

fishers have moved farther offshore and

farther away from their landing centres.

According to some estimates, between

1970 and 2000, the area covered by

marine fisheries in the Indian EEZ

grew four times (Bhathal and Pauly,

2008). This expansion is believed to

have met its natural limits and catches

can be expected to first stagnate (as

we are currently seeing) and ultimately

decline. This decline will have serious

consequences for the fisheries sector and

consumers in India.”

Counter viewThe findings of Greenpeace report

contradict the government’s official

statement that there is still scope for

fish landings to increase despite the

dangerously depleting fish stocks.

Dr G Syda Rao, Director, Central Marine

Fisheries Research Institute (CMFRI),

Cochin, elaborates, “We do not agree

with this observation. The maximum

sustainable levels of exploitation are

mainly determined by landing of the fish

apart from other biological parameters.

CMFRI is collecting the marine fisheries

landing data for the past 60 years and we

have the time series data. The Indian

fisheries are in much better condition

when compared to the world fisheries.”

The major reason being that the

average age of many of the marine fishes

As per a recent Greenpeace report, 90 per cent of India’s fish resources have reached above maximum sustainable levels of exploitation. While many experts do not agree with this observation, they are unanimous in saying that India should adopt sustainable fishing methods to maintain its lead in the global fish trade.

A sustainable approach to net profits

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Fishery industry

in India is around 2-3 years, he explains.

Dr Rao adds, “Their growth rate is fast

and they have the protracted spawning

season extending almost 9 months in

a year coupled with high fecundity;

so that is how the Indian fisheries are

maintaining the resilience. Only during

some years there were little fluctuations

in different parts of Indian coast and

they need not be taken as benchmark

and brand that fish resources have

reached an end.”

Contrary to some reports, which state

that marine catch has been either stagnant

or declining, Dr Rao claims that marine

catch is gradually showing an upward

trend in India compared to the other

countries in the world, over the past few

years. The increased catch is mainly due to

the extension of the area of fishing beyond

200 m, depth with a better mobility by

the fishermen. In general, he stresses,

Indian marine fisheries are in good health

and also require more directions towards

management measures suitable to the

Indian conditions.

Need for a holistic approach In order to maintain sustainable growth,

the Greenpeace report has advocated

the need to adopt effective fishery

management methods on a long-term

basis. Areeba elaborates, “What needs

to change is the fisheries management

regime in the country, which focusses

on individual stocks or species, and has

not achieved the objective of ensuring

that harvesting is sustainable in the

long term.” Fisheries are dependent on

the productivity of the ecosystem, and

also have an effect on the ecosystem.

Acknowledging this, Ecosystem-based

Fisheries Management (EBFM) has

been emphasised in the FAO’s Code

of Conduct for Responsible Fisheries

in 1995. EBFM models ensure that

fishery management decisions do not

adversely affect the ecosystem function

and productivity, and maintain long-

term sustainability. “An ecosystem

approach to fisheries can also provide

avenues to protect small-scale fisheries

and rein in large-scale, non-selective

fishing methods such as bottom trawling,

as well as control land-based sources of

marine pollution that impact fish stocks,”

adds Areeba.

Taking proactive stepsDr Rao agrees that sustainable aquaculture

provides good answer to fish production

in India, where there is a good domestic

market for fish compared to exports.

In fact, government agencies such as

CMFRI, Central Institute of Freshwater

Aquaculture (CIFA), Central Inland

Fisheries Research Institute (CIFRI),

etc are taking many steps to promote

sustainable aquaculture in India. “We

give consultancy/training in sustainable

aquaculture in the areas of breeding and

culture technology of diversified fish

& shellfish, selective breeding/genome

manipulation, broodstock upgradation

programme, aquaculture biotechnology,

pearl culture, ornamental fish breeding

and culture, fish feed preparation and

feed analysis, disease diagnostics, and

post-harvest processing of fish,” says Dr

P Jayasankar, Director, CIFA.

As a part of its strategy to encourage

sustainable aquaculture/mariculture

in India, CMFRI has started massive

cage culture demonstrations in almost

all maritime states in India. Dr Rao

elaborates, “We were able to design,

fabricate the indigenous cages suitable to

our coastal conditions and test them at

several places.”

Responsible farmingTotal fish production in the country is

8.15 million tonne, of which about 5.1

million tonne is from inland resources,

and freshwater aquaculture alone

contributes 4.15 million tonne. While

the objective of effective aquaculture

technique is to increase fish production,

it should be achieved in a sustainable

way. “Production rates, up to 40-50

tonne/ha/year, are not impossible, as

shown by ‘suitchi’ catfish (Pangasianodon

hypophthalmus) culture in Andhra

Pradesh. However, such high production

will certainly collapse. It is always

desirable to have sustainable optimum

production rates – for example, 4-5

tonne/ha/year. Certainly, the farming

practices should be environment-

friendly. In other words, emphasis should

be laid on responsible and sustainable

farming,” opines Dr Jayasankar.

Although the Greenpeace study could

not ascertain the impact of depleting

fish production on fish processing units,

Areeba feels that it will be affected

drastically if the fish landings continue

to decline in the country. In this scenario,

adoption of sustainable fishing methods

will surely benefit the fish processing

industry as it will provide them an

assured supply of fish in the long run.


What needs to change is the fisheries management regime in the country, which focusses on individual stocks or species, and has

not achieved the objective of ensuring that harvesting is sustainable in the long term.

Areeba HamidCampaigner, Greenpeace India

The maximum sustainable levels of exploitation are mainly determined by landing of the fish apart from other biological

parameters. The Indian fisheries are in much better condition when compared to the world fisheries.

Dr G Syda RaoDirector, CMFRI

Production rates, up to 40-50 tonne/ha/year, are not impossible, as shown by ‘suitchi’ catfish culture in Andhra Pradesh.

However, such high production will certainly collapse. It is always desirable to have sustainable optimum production rates – for example, 4-5 tonne/ha/year.

Dr P JayasankarDirector, CIFA

INSIGHT & OUTLOOK Cage farming


Rakesh Rao

Monsoon is probably

the most unproductive

time for fishermen due

to the ban on fishing

during this season. However, cage

culture or farming can help make this

season fruitful too as it could provide

an alternative source of fish resources.

No wonder that even government is

taking steps to encourage farmers to

adopt cage farming.

Back to basics In the aquaculture production system,

fish are held in floating net pens and

allows water to pass freely between the

fish and the pond permitting water

exchange and waste removal into

the surrounding water. According to

Dr G Syda Rao, Director, The Central

Marine Fisheries Research Institute

(CMFRI), Cochin, cage culture can be

considered to offer a highly sustainable

solution to increase fish production in

India and also as a boon to the landless.

“At the current level of production in

India, the aim of the management of

marine fisheries is to sustain the yield

and not to increase the catches. Hence,

the major thrust is to look into the

seas, which were not at all exploited for

culture purpose. We have a long coastline

with many good areas suitable for cage

culture,” he points out.

CMFRI, one of the pioneers of

cage culture in India, has developed the

hatchery technologies for marine finfish

like cobia, silver pompano and pearl spot.

Moreover, the seed production technology

for seabass was developed by Central

Institute of Brackishwater Aquaculture

(CIBA). “These technologies will aid in

the sustainable production of seed of high

value marine fish to some extent in India,

if taken up by the private entrepreneurs,”

says Dr Rao.

Overcoming cost pain In cage culture, an enclosure is created

in the water body in which the

juveniles of aquatic animals are kept,

fed and grown to marketable size.

Though sounds simple, in practice, cage

farming is a complicated technique as

thorough understanding of its structural,

engineering, social and biological aspects

is required. In absence of trained

professionals, the cage culture projects

can go wrong. “There is not enough

trained manpower in the country. In

fact, the State Fisheries Officers are not

much exposed to this technology,” says

Dr W S Lakra, Director, Central Institute

of Fisheries Education (CIFE), which has

provided technical support for setting up

cage culture project to the Chattisgarh

Government and in Udaipur (Rajasthan).

CIFE also conducts training on cage and

pen culture for raising carp fingerlings

and provide project consultancy for

cage culture.

In addition, cage farming is highly

capital-intensive. Hence, right selection

of species is imperative to make cage

culture a successful venture. “As far as

raising carp fingerling for stocking of

ponds or reservoirs is concerned, it is

the only way to provide in situ stocking

to the open water bodies. Regarding

table size fish, since it is a feed-based

intensive culture system, only high-value

species can be cultured in cages,” suggests

Dr Lakra.

Success mantra Fish cultivated in cage culture, which is

prevalent in Vietnam and Scandinavian

countries, can fetch higher prices since

no antibiotics are used. Though it is

in nascent stage, there has been a rise

in adoption of cage farming in India

in last few years, which augurs well

for the future of this industry. Opines

Dr Rao, “In India, we have seen a

constant rise in adoption in cage

farming in the last 2-3 years. However,

major adoption will take place only if all

the states formulate an open sea water

leasing policy as desired and directed by

the Ministry of Agriculture. This will

facilitate the protection of cages and

financial help from the banks etc. We

hope in the new Twelfth plan period

this will happen and the cage culture will

go a long way towards the production

of high-value marine fish in India,

contributing to nutritional security and

food safety of the country.”


India, which produces around 8.5 million tonne of fish, is aiming for an output of 10 million tonne in next couple of years. To do it sustainably and efficiently, the government and industry can adopt cage culture to improve productivity.

Cultured to reap rapid economic benefits

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INSIGHT & OUTLOOK Interface - M R Francis


How is the fish processing sector shaping up in India?The vision of Indian seafood industry

to achieve an export turnover of over

$ 4 billion can come true by looking at

the present scenario and taking adequate

measures to resolve problem areas.

According to the projection of Food and

Agriculture Organization (FAO) about

world seafood, capture fisheries will stagnate

in India, while aquaculture production is

expected to increase. India with its vast and

diverse aquaculture potential can aspire to

become a world leader in seafood exports

by resorting to diversified and sustainable

aquaculture. We should also add other

products like freshwater shrimps, crabs,

tilapia, cat fish etc, to our culture basket.

Do you think it is the right time to concentrate on domestic market?Demand for seafood in India is growing.

The projection for seafood production in

the country calls for efforts to streamline

and popularise domestic markets

targeting all major cities in the country.

Domestic market has to be promoted

to cushion the adverse impact of falling

international prices.

What is your plan for the domestic market?Exporters have already started supplying

frozen seafood items to various national

and international giants like Metro,

Walmart, Reliance, Spencer’s etc operating

in India. When the outlook for domestic

market improves and consumption

increases, the problem lies with supply

chain. Lack of cold chain space is

detrimental to the growth of domestic

market. The country needs to develop

and expand cold chain facility to brighten

the prospects of domestic segment and

also to take it to new heights. This has to

be financed by various institutions with

active public and private participation.

MPEDA can play a major role in this by

increasing attractive subsidy in creating

more cold chains in the country.

How is the demand for value-added products?Due to economic slowdown in Europe,

the number of restaurant goers has been

drastically dropping. However, there is a

shift in increased sales in super markets

with value-added products. Housewives

prefer to carry ready-to-eat products from

retail markets and cook for themselves.

Hence, the quantity of value-added

products like cooked products, vacuum-

packed products has increased and it is

going to increase in future too, which will

fetch a good value for our products.

Which are the two important issues that need to be addressed on priority basis? There are many areas where exports

have been restricted by various import

barriers created by many countries. For

example, recently People’s Republic of

China attempted to ban Indian imports

citing reasons of quality standards. They

are insisting on 14 quality parameters to

be tested in India for every consignment

exported to China. One of the parameters

is for testing antibiotic residue in fish

products caught in sea, which is an

unnecessary exercise imposed on Indian

exports. They are also insisting on

0.1 ppm cadmium level in seafood whereas

the EU limit is 1 ppm. These unnecessary

barriers affect the viability of our exports.

Major fish items imported by China

are ribbonfish and croaker. Each country

bringing out different and diversified

norms for seafood products would impact

the growth propects of Indian seafood

industry. Quality standards of seafoods

the world over have to be streamlined and

unified, and uniform global parameters to

enter into any market worldwide hold the

key to smooth and effective trade.


…says M R Francis, General Manager, Naik Frozen Foods Pvt Ltd. During an interaction with Prasenjit Chakraborty, he emphasises on streamlining and popularising seafood products in the domestic market against the backdrop of falling international prices.

The country needs to develop and

expand cold chain facility to brighten the prospects of domestic market

INSIGHT & OUTLOOK Roundtable


Is the global economic turmoil impacting seafood exports from India?

It seems that seafood export from India has not been much affected against the backdrop of prevailing economic scenario globally. Of course, there is a shift in the preference and consumers are going for low-cost products. Prasenjit Chakraborty speaks to experts to find out how the seafood exports segment is facing the challenge and what is in store for exporters.

The impact of the current economic scenario may be with regard to the export of expensive seafood products. But overall, it has not affected

the seafood export much. What is important is India has found new export destinations. This is really a healthy sign as new markets always

bring in opportunities and at the same time reduce the dependency on one area or market.

EDITORIAL TAKE

Global financial turmoil has left

its mark on the seafood industry

as well, but not to the extent of

non-food items. When consumers

in every country kept away from

purchasing a carpet or a handicraft,

food requirements could not be

compromised, and fish at lower

prices was the most sought-after.

Of course, expensive fish categories

such as lobster or caviar was not

selling but fish fillets, cephalopods

and medium & small shrimp were

consumed in increasing quantities.

Exports from India registered a

healthy growth from 2008 onwards

touching $ 3.5 billion in 2011-12.

The depreciating Rupee is boosting

export figures but the export

industry would be better off with

a much stable currency. Coming

years would be stormier with more

controls coming from governments

on catches, fish farming and

production; and winners would be

the ones having better facilities for

production and marketing.

Dr Ramachandra BhattaProf, Fisheries Economics, and Head of the Division (Fisheries Sciences), College of Fisheries, Mangalore

In my opinion, India has benefitted

from the market access policies

of the WTO, which resulted in

declining tariffs. However, in the

years to come, India will face a

tough environment due to non-

trade barriers such as Sanitary and

Phyto-sanitary Agreement (SPS)

and technical barriers to trade.

Global recession will also affect fish

trade although its impact on India

may not be significant.

The average tariff for clothing

and fishery (as raw material)

products are only 4 per cent. But

the clothing and fishery products

exported by developing countries

(Bangladesh, India and Nepal)

end up paying up to 20-25

per cent. There is not a single agency

to implement SPS regulations. The

SPS measures are maintained under

a number of Acts. For food safety

and quality, fish and fish products

are mainly covered by the Food

Safety and Standards Act, which is

yet to be fully implemented.

Dr Yugraj Singh YadavaDirector, Bay of Bengal Programme, Inter-Governmental Organisation

According to the Marine Product

Export Development Authority

(MPEDA), in spite of the

global turmoil, recent years were

particularly good for Indian export.

During 2010-11 for the first time

in the history of marine product

exports, the export earnings have

crossed $ 2.8 billion. This is also

the first time the export has crossed

all previous records in quantity,

Rupee value and Dollar terms.

Exports aggregated to 8,13,091

tonne valued at ` 12,901.47 crore.

However, there are changes in

the composition of export basket,

probably due to the contracts that

Indian exporting houses have with

their trading partners. However,

there are also some changes in the

export destinations as India has now

entered markets in East and Far East

countries apart from penetrating

further in Arab countries. This is

taken as a hedge against fluctuation

in traditional markets such as Japan,

the US and Europe.

Anwar HashimManaging Director,

Abad Fisheries Pvt Ltd

INSIGHT & OUTLOOK Carbonated drinks market


Shushmul Maheshwari

The Indian non-alcoholic

beverage industry is thriving

on the back of a huge

consumer base. Around 50

per cent of the population is below 30

years of age, providing greater propensity

towards these sparkling beverages. The

carbonated or aerated drinks that form

an inevitable part of people’s daily lives

account for about 30 per cent of the total

non-alcoholic beverage market. Also, this

segment has been a major contributor

towards the growth of non-alcoholic

drinks market in India.

Carbonated drinks account for

almost 80 per cent of the total sales

of soft drinks in India. It consists of

cola products and non-cola products,

of which the cola segment constitutes

around 60 per cent share; non-cola

segment includes approximately 30 per

cent with the remaining share comprising

energy drinks. At the end of 2011, the

market was estimated to be worth

` 62 billion, growing at a CAGR of around 5

per cent. The slow growth rate reflects

the changing consumer preferences

towards more nutritional beverages and

fruit juices. Moreover, the emergence of

non-aerated drinks as a substitute for

carbonated drinks too has resulted in

diminishing sales for this category.

Consumers redefining futureAlthough India is a promising market

for carbonated drinks, there lies a huge

threat from the end-consumers who

have become more aware about the ill-

effects of these fizzy drinks. Rather, in

recent times, it has been observed that

the Indian consumers have shifted to

more nutritional products leading to a

snail paced growth of the carbonated

beverages segment.

Certain recent trends are attributed

to this changed behaviour of consumers

towards the consumption of aerated

drinks, which include health and fitness

awareness, greater disposable income

(particularly in urban areas), and lifestyle

changes. Health-related awareness with

regard to obesity and overweight issues,

especially among teenagers and young

adults, has significantly propelled the

sales of non-carbonated and energy

drinks. Carbonated drinks market also

squeezed due to the pesticide controversy.

Products such as juices and health

drinks are now fast becoming an essential

part of breakfast table among urban

families. Beverage corporations have

tracked these trends and have innovated

their product portfolio to meet the

expectations of consumers. Coca Cola’s

Diet Coke is an apt example in this regard.

Although the carbonated drinks’

sparkle has faded in the wake of health-

conscious drinks, soft drink companies

are leaving no stone unturned to gain

the maximum chunk of marketshare.

Efforts are being continuously made to

revamp the craze for carbonated drinks.

Currently, Coca-Cola and Pepsi are the

unrivalled leaders, together grabbing

around 95 per cent marketshare. Other

leading carbonated drinks brands include

Thums Up, Sprite, etc.

Moves to mop-up volumesYears of research on the Indian

demographics, the tastes and consumption

pattern of the natives have bore fruits,

and consequent efforts by beverage

makers can be witnessed to leverage the

opportunity in the Indian carbonated

drinks’ market that is the fastest growing

among all the nations. In the carbonated

drinks segment, the lime-lemon category

in India has been growing by 16-17

per cent a year, ahead of colas at about

11-12 per cent and orange drinks

at 8-9 per cent. Apart from being a

familiar flavour that Indians consume

at home (in the form of nimbu paani),

lime-lemon drinks are considered ideal

thirst quenchers. Tapping this growth

opportunity, Coca-Cola is all set to revive

Citra, a popular clear lime drink that the

company bought and phased out during

the 1990s to establish its own brand

Sprite. In a surprising move, the cola

giant is re-launching Citra at almost 20

per cent lower price than its counterparts.

Carbonated drinks have become an essential part of the Indian lifestyle. Right from youngsters to the middle-aged, all relish aerated drinks, and a sumptuous treat remains incomplete without such zing thing. Also, delicacies like pizzas, burgers and French fries are much devoured and preferred with carbonated drinks only. Notably, with a handful of fast food joints in India, these beverages have gained much popularity among Indians.

Changing consumer preferences redefining prospects


Carbonated drinks market

PepsiCo too is anxious to gain

profitability in the carbonated drinks

market. To attract the health-conscious

populace, it has introduced new

innovative products. It has recently

unveiled Pepsi NEXT – a mid-calorie

beverage containing 60 per cent less

sugar than regular Pepsi-Cola. The soda,

coming in handy Pepsi’s trademark

peppy blue can, is supplemented by an

aggressive ad campaign targeting calorie-

conscious customers, who in recent years

have replaced carbonated drinks with tea,

flavoured water and sports drinks.

Besides, other regional players have

adopted several strategies to gain the

carbonated drinks marketshare. For

instance, Kalimark, the popular soft drink

manufacturer from South, has launched

a lemonade-flavoured carbonated drink

called Solo. However, the company is

more excited to launch another offering

called Paneer soda, which is a rosewater

carbonated drink. The company intends

to sell a 500 ml PET bottle for ` 25.

Coca-Cola too has launched Schweppes

300 ml cans in two variants – Tonic Water

and Soda Water.

Miles to go India has shown a substantial increase

in the consumption of carbonated

drinks since the past few years. Indeed,

the country has come out as one of

the rapidly growing carbonated drinks

markets worldwide. Though, due to rapid

urbanisation, high incomes and changing

lifestyles, the country offers lucrative

opportunities to new entrants. However,

there still exist some constraints, which

may hold back the potential growth of

this industry in future. Following are

some of the roadblocks that are likely to

affect the industry’s growth severely:

� Lack of adequate infrastructure, such

as proper storage, preservation and

distribution facilities that result in

wastage and value loss

� Pricing remains an important factor in

analysing the growth of this industry.

Recently, the rate of VAT has been

hiked on carbonated drinks in several

places like Maharashtra, NCT and

others. This will lead to price rise,

which might adversely affect the sales

� Rising number of allegations from

health activists and environmental

campaigners

� Scarcity of water is hindering the

progress of this industry

� Rural area penetration is still a major

constraint in the growth pace of

carbonated drinks

Looking at each of the above roadblock

and closely analysing their root causes,

the beverage companies need to take a

multidimensional approach to sort out

the issues. Few measures are as under:

� Instead of shifting or adding whole

new range of products, which involves

bulky investments and risks, it is

easier to modify the existing products

by including new features.

� Companies can come up with more

visible package labels that clearly

reflect the contained ingredients in

the carbonated drinks, and thus avoid

unnecessary allegations

� To sort out the water scarcity issue,

companies must develop quality

water treatment and recycling plants

that will not only check the prices but

also mitigate health concerns

� To increase rural penetration and

introduce new customers to the

carbonated drinks, manufacturers are

trying attractive strategies. For instance,

Coca Cola has launched Fanta Fun

Taste powder sachet for ` 5 targeting

the lower end of the market

� Corporations are pumping in billions of

dollars to strengthen the much-needed

distribution channels and cold storage.

Flavouring the futureWith consumers increasingly opting

for healthier beverages, the carbonated

drinks market in India is losing value

share to flavoured drinks. Hence, the

market is estimated to grow at a rate of

around 5-6 per cent in the next few years.

Growth will be driven by the increasing

consumption of non-cola drinks, such

as Sprite, Limca or Fanta. Introduction

of health variants in carbonated drinks

segment will also support the growth of

carbonated drinks market in India.

With continuous economic growth,

modernisation and high per head

disposable income will drive this market.

Besides, it is anticipated that with the

planned upcoming investments and

research to offer better carbonated

drinks, the segment will be successful

in meeting consumer demands along

with pushing the sales volumes of

beverage makers.

Shushmul Maheshwari is the

Chief Executive of RNCOS

E-Services Pvt Ltd, a market

research & information

analysis company with global

presence. He has spent more than 15 years

working in the senior management teams of

both, Indian and multinational companies.

He has gained expertise in research &

analysis field and actively participated

in various national and international

conferences & discussions organised by

business & trade-related associations.


62

2011 2015

Source: RNCOS

76

Indian carbonated drinks market (Billion Rupees), 2011 & 2015

Source: RNCOS

Sprite Pepsi Coca Cola

17%

16%

10%

57%

Others

Brand-wise marketshare of carbonated drinks (2011)

INSIGHT & OUTLOOK Monsoon logistics


One of the most difficult quarters for the FMCG industry (especially foods) is the one around monsoon.

This season sees a lot of strategising to counter dropping demands, falling margins and challenging

environments to maintain the supply chain continuity.

Mahua Roy

It is not a co-incidence that

smaller price point stock

keeping units (SKUs) and

attractive promotions flood

the FMCG (foods) category during

monsoon. It forms an integral

part of strategies to devise various

contingency plans, which may stem

out of any decline in volume sales

in case a shortfall in rainfall hits

crop yields; escalates food prices

and impacts consumer spend.

Challenges during monsoonApart from logistical challenges,

product integrity faces issues due

to increased humidity. Categories

such as bakery products are highly

affected. “Due to high humidity in

the air, we are wary of fungus and,

thereby take all possible measures

to ensure and control the humidity

within the manufacturing facilities. Also,

as hygiene being the basic constraint, it

is important for the bakery industry to

maintain the standard of cleanliness at

factories as well as the outlets,” opines

Qusai Khorakiwala, Director, Monginis

Foods Pvt Ltd.

Fresh and perishable produce face

dangers of quick rotting. “In terms of

preserving freshness and quality, products

that get affected the most are grains &

pulses; bakery products and pickles get

mouldy; fruits & vegetables rot quickly as

most of them need chilled environment,”

says Asim Behera, General Manager –

India, Swisslog.

An integral part of maintaining

steady volumes during monsoon is by

boosting distribution, keeping in mind

the challenging environments during the

season. Devising logistical solutions can

bring down a large amount of wastage and

contamination. “Water contamination and

the adverse effect on products are the main

challenges faced during monsoon. Goods are

stored, handled and moved multiple times

across the supply chain as it moves from the

production location to its ultimate point of

consumption. Contamination can happen

at any point during its journey. Choice of

packaging solution and material handling

plays an important role in overcoming these

challenges,” elaborates Devdip Purkayastha,

President, CHEP India.

Handling wet palletsDuring monsoon, one of the biggest

challenges faced is that of handling wet

pallets during logistics operations. “Wet

pallets and the runner boards under the

pallets tend to break easy if not handled

properly. Another issue is case integrity; if

the cardboard boxes accumulate moisture,

the cases tend to collapse under their own

weight. This creates a mess when you have

to store them in racks. Imagine you have

a 6 feet high pallet stored at Level 10 and

the cases have collapsed. Retrieving it is a

disaster waiting to happen,” adds Behera.

Another major issue is palletising or

depalletising wet cases. This area is now

seeing increased adoption of automation.

“In most modern warehouses today,

palletising and depalletising is done via

robots. Thus the throughput increases

manifold. Most palletising equipment

use suction, scraping, sliding techniques,

which become increasingly

difficult as the cases are wet,

and the cardboard loses its

strength,” says Behera.

Purkayastha puts forward

that cardboard packaging

as well as storage of goods

on the ground can create

contamination, causing huge

loss to the business. He

explains further that replacing

cardboard with plastic crates,

storage on pallets and moving

palletised loads in close

bodied trucks are some of

the risk mitigating techniques

that are used globally.

Countering drop in demandFew effective and quick

strategies can help FMCG

companies maintain constant

margins and sales during

monsoons. Some of these are

as follows:

Keep price rise on hold: Late or

decline in monsoons tend to reduce bottom

lines and outputs. However, introducing a

price hike during this sensitive timing is

seen as a disastrous strategy. Consumers

will easily shift to low-priced brands.

Maintain steady distribution: Also

it is important to keep distribution in

check. Stocking your product at modern

and general trade outlets should not be

overlooked, citing logistical challenges.

Availability is the key to successful

monsoon strategies. Similarly, one should

be careful enough to build up rural logistics

in this period as constant availability of

your product will differentiate it.

Promote heavily: In this competitive

market, when marketers are struggling with

logistics and drop in demands, introducing

attractive promotional packs is a brilliant

strategy. Instead of mass-marketing,

concentrated target groups need to be

made aware of such promotions at strategic

touch points, thereby boosting volumes.

Concentration on smaller price points is

seen as a good strategy in this season.


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AUTOMATION TRENDS Robotics in food packaging


Avani Jain

Wi t h i n c r e a s e d

consumption of

processed food, the

demand for packaging

has also grown manifold. Today, for

processed food manufacturers, packaging

is as important as their food products and

thus, across the world, corporations have

started making efforts towards employing

automation in packaging so as to increase

efficiency and productivity.

The use of automation and robotics

in food packaging is a growing trend as

it ensures better productivity and efficiency

through a combination of speed and

accuracy. Over the past few years, food

packaging technology has undergone a

remarkable change due to the changing

needs of the Indian consumer. The modern

Indian consumer looks forward to buying

quality products that are attractively packed

and yet are hygienic and safe. This can

be ensured through implementation of

automation solutions and robotics systems

in food packaging. Thus, in present times,

packaging section is getting more digitised

and new technology is helping in increasing

flexibility, accuracy and speed of production.

Khalil Nathani, General Manager-

OEM, Rockwell Automation India Pvt

Ltd, says, “Manufacturers are continuously

innovating in order to differentiate their

products from that of their competitors,

which is impacting their product lifecycles.

Globalisation has thrown never before

seen challenges. Also, surging middle class

is driving demands and manufacturers

need to continuously scale up to grab this

opportunity. Manufacturing assets that

are highly productive, versatile to adopt

changing products are the order of the day.

Packaging industry is not an exception.

Speed, accuracy/consistency, flexibility to

manage variety of products are some of

the common needs across all packaging

machineries. Thus, automation and

robotics play a pivotal role in meeting all

these requirements of manufacturing sector

to enhance its business performance.”

Advantages galoreOne of the biggest advantages of using

automated equipment and robotics in

food packaging is the fact that these

help in ensuring safety and hygiene.

Avoiding human touch, wastage etc are

the key aspects for ensuring hygienic food

packaging, and automation equipment like

robots and the like play an important role

in ensuring this.

Anil Bayati, Officer on Special Duty,

Mother Dairy, Gandhinagar (a unit

of GCMMF Ltd), notes, “The use of

automation equipment makes processes

more hygienic as everything is system

controlled and no human intervention

is needed. Further, it ensures ease in

operations when the companies go for

large-scale production. Automation

equipment makes it easier to handle

mass production. Thus, it assumes much

importance in all the food processing and

packaging sectors.” The other benefits

include enhanced competitiveness of food

packaging companies in both domestic as

well as international markets.

Robotics gaining groundWith the advent of automation and

robotics in the 21st century, it is no

surprise that many food packaging

companies are turning towards the use of

robotics, for instance robotic palletisers.

The obvious benefit is improved

efficiency and increased profit. Based on

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Well-armed with efficiency for better productivity

The untapped potential in food packaging segment and the desire to increase efficiency have led the companies in this area to invest huge amount of money in automation equipment. There are various benefits offered by automation solutions that include cost-effectiveness and higher returns on investments.


Robotics in food packaging

the robotic palletiser’s ease of operation,

flexibility and repeatability, it can become

a key factor in determining a plant’s

ability to achieve its objectives.

Robotic palletisers have evolved

rapidly over the last few years. Nathani

avers, “Earlier, robots were used only

to perform high-speed repetitive tasks

to increase productivity. But with

evolution of vision systems and precision

actuation systems and convergence of

these technologies with Kinematics

have impacted the intelligence and

usage of robots across wide spectrum

of applications. Further, flexibility in

selection of pay load, reach & duty of the

robotic arm combined with integration of

vision system and selection of choice of

end effector has opened up tremendous

application avenues in packaging as

they handle different product types in

packaging process.”

Today, robotic palletisers alleviate the

need for manual stacking of bags, cartons

or drums onto a pallet and are also used

for increasing end-of-line productivity.

They are ideally suited to applications

involving production from one, two or

more lines where flexibility is required

and space is at a premium. Of all the

benefits offered by robotic palletiser,

precision and safety assumes much

importance. In most cases, a robotic

palletiser provides a better alternative

to manual palletising technology due

to many factors including reduced

OH&S, increased output, continuous

and automated monitoring of operations,

safer working environment, less damage

due to smoother bag handling, flexibility

to handle a large range of products,

adaptable to new products, reliable and

measurable return on investment within

two years. Nathani notes, “Robotic

palletisers offer capabilities to meet the

versatility, productivity and consistency

demands of modern manufacturing

requirements. Thus, all these technologies

help to considerably enhance the quality

and consistency of packing.”

Moving in the right directionRobotics is just one example of automation

in food packaging. The opportunity areas

for automation in this industry are plenty.

There are several unexplored segments

where robotics and automated equipment

can be introduced. The nature of food

packaging industry makes it perfect

customer for automation solutions. The

competitiveness of the food packaging

industry demand products with short

turnaround time and unique innovations.

Thus, the flexibility offered by automation

solutions makes them ideal in the food

packaging industry.

Further, automation solutions such as

robotics enable food processing companies

to manage increasing variations in package

configurations. Variation is driven by

consumer demands and the consistent

need to differentiate brands. Thus, the

ability to produce a wider range of products

more competitively drives food packaging

companies towards automation solutions.


Case study - Mother Dairy, Gandhinagar


ENERGY MANAGEMENT

Avani Jain

Due to rising energy prices, every segment of the food

processing industry is now adopting various measures

for ensuring energy-efficiency. Dairy segment is also

no exception. It is continuously trying to reduce its

energy consumption and move towards sustainability. The total

energy management approach adopted by MDG is a remarkable

example as to how a dairy plant can reduce its energy usage through

employment of new technologies, and above all, the strong will of

the management to become energy-efficient.

Concept of tri-generationMDG is highly energy-conscious and has taken various steps to

ensure sustainable development. It has adopted four productivity

enhancement techniques, of which one is total energy management.

A K Dhagat, General Manager, MDG, notes, “We believe in

green manufacturing practices and hence make use of green fuels.

Further, we undertake energy consumption audit every three years

and based on the recommendations, we adopt new strategies. We

try to achieve 100 per cent energy-efficiency in our operations.”

The main aim of MDG is to pursue the green path by way

of 3Rs – reducing, reusing and recycling. Thus, it emphasises on

the use of green fuel, for instance natural gas. The company uses

renewable energy – biogas generated from anaerobic digesters

in effluent treatment plant (ETP). It indulges in self-generation

through tri-generation. These efforts towards saving energy have

resulted in 50 per cent reduction of carbon dioxide emissions for

generated electricity and continuous reduction in specific energy

consumption.

The tri-generation concept revolves around utilising

three forms of energy from natural gas, ie direct combustion

energy from natural gas in gas engine utilised for generation

of power; energy from exhaust gas of engine utilised in waste

heat recovery boiler for generation of steam; and energy from

engine jacket water used to generate chilled water through

single effect hot water-fired vapour absorption chiller. For this,

MDG has established tri-generation plant – green fuel captive

power plant. This plant runs on natural gas and the installed

capacity of this is 3.6 MW. It enables to generate cheaper and

incessant power.

Strategic savingMDG has adopted various fuel-saving measures such as

installation of new 10 tonne/hour (TPH) boiler with economiser

and reverse osmosis (RO) plant for boiler make-up water, steam

line modification to increase Waste Heat Recovery Boiler

(WHRB) steam generation and use of powder condensate for

CIP. The new boiler is highly efficient. Dhagat observes, “The

boiler runs on natural gas, and leads to overall heat efficiency ie

103 per cent by recovering exhaust heat.” It ensures high efficiency

compared to oil boilers due to inclusion of pressurised as well as

condensing economisers. The boiler leads to direct energy saving

and reduction in carbon dioxide emissions.

Sameer Saxena, Assistant GM, MDG, adds, “MDG has also

followed the green building concept for its new godown. We have

installed turbo ventilators and the design is such that the main

source of lighting is natural light.” The turbo ventilators can save

electricity up to 4,380 KWH/year and natural lighting can save

7,665 KWH/year. The company is environment-conscious and

is constantly taking steps towards sustainability. It is for the

same reason that it has recently bagged Green Manufacturing

Excellence Award 2012.

MDG has adopted all the possible steps for reducing its fuel

and power consumption. Other dairy plants can take inspiration

from this while exploring ways to reduce their energy consumption

and move towards sustainability.


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In the present scenario, where there is shortfall of power throughout the country, adopting energy-efficient measures has become one of the major goals of the food processing industry including the dairy segment. Setting an example for the rest of dairy plants in the country, Mother Dairy, Gandhinagar (MDG) - a unit of Gujarat Co-operative Milk Marketing Federation (GCMMF) Ltd has adopted total energy management approach, thereby leading to sustainability.

Waving the ‘green’ flag to total energy

efficiency

POLICIES & REGULATIONS Decontrolling sugar industry


Rakesh Rao

Sugar sector is the country’s

s e cond- l a rge s t ag ro-

based industry, providing

employment to about 50

million farmers. Experts have been, for

long, urging decontrol of this industry to

make it more competitive globally and

increase efficiency across the supply chain.

“The sugar industry requires immediate

reforms for a freer environment to operate

and grow like in other countries and like

the other industries in India. Some of

the reforms that the sugar industry has

been demanding for are removal of levy

sugar obligation, abolition of regulated

release mechanism, linkage of cane price

with sugar price, no compulsory packing

of sugar in jute bags and freer export-

import policy,” says Abinash Verma,

Director General, Indian Sugar Mills

Association (ISMA).

Sugar is probably the only sector in

the country, which is under such tight

government controls. The Government

of India constituted an expert

committee, which is headed by Prime

Minister’s Economic Advisory Council

Chairman C Rangarajan, to look into

the demand of industry. Verma informs,

“The Prime Minister, Dr Manmohan

Singh, constituted this committee in

January this year so that all the aspects

of decontrol of the sugar sector including

its impact on several stakeholders could

be reviewed and studied before taking

a final policy direction on freeing the

sector. Accordingly, all aspects of the

sugarcane and sugar sector are being

studied by the committee, including a

study of the success of Brazilian sugar

industry after deregulation, so that a

holistic view of the needs of Indian sugar

sector could be taken for the benefit of

all concerned.”

Phasing out controls While industry and the farming

community in some major sugar

producing countries have prospered in

an open business environment, in India

the fortunes of cane crushing mills are

chained by dispensable controls. “ISMA

is of strong opinion that government

controls are aggravating the cyclicality

in sugarcane/sugar production,

increasing the volatility of sugar prices

in the domestic market, causing high

burden of sugar inventory on mills and

mounting cane price arrears. Sugar mills

are not able to undertake research and

investments in the sector, which could

increase cane yields for better realisation

to farmers too,” opines Verma.

Though the industry expects some

aspects of decontrol to happen in India,

the process is far too complex and will

take some time to resolve. The process

may get further delayed due to political

compulsion. Hence, experts feel decontrol

may take place in phases. Verma says,

“ISMA wants total decontrol, but

considering some political compulsions

of the government, agrees that this may

be implemented in a phased manner. If

decontrol is to happen in phases, ISMA

wants immediate freedom to sell sugar

in the open market, doing away with

the levy obligation from mills to supply

sugar at discounted price for Public

Distribution System in the first phase

and freer export-import policy.”

Aiding farmers Unpaid cane bills running into a few

thousand crores at regular intervals

are incontrovertible proof that the

present dispensation is not working. If

the government decides to decontrol

sugar industry, experts feel that farmers

will get better and timely payment for

their sugarcane. “There will be no issue

of cane price arrears once the sector is

decontrolled. The arrears went up to

` 10,000 crore this year. After abolition

of regulated release mechanism and with

mills being able to plan their sugar sells,

inventory and cash flows, the payments

to farmers could be made on time. Once

the government procures its levy sugar

requirement from open market without

burdening the sugar mills to bear the

financial burden of supplying levy sugar

at much low cost and with lower sugar

inventory, cost of production could be

controlled giving margins to mills, which

A sweet deal for long-term stability

Sugar is one of the few industries highly controlled by stringent government regulations. The industry has been advocating decontrol of the sector to increase productivity and enhance exports. The government is consulting with all the stakeholders to take this crucial policy decision.


Decontrolling sugar industry

will ensure better price to farmers,”

explains Verma.

Cane is a cash crop. If farmers get

right price and on-time payment from

the mill owners, then it will encourage

farmers to stay with the crop and not

move their land to wheat or maize.

Industry is optimistic that the Rangarajan

Committee will recommend a formula

establishing a linkage between cane and

sugar prices. “Cane price-sugar price

linkage will control the cyclicality in

sugarcane production helping the farmers

with a stable price and timely payments.

Overall, with a more stable sugar industry,

cane farmers will certainly benefit directly

as also indirectly with better seeds and

higher yields too. It is a much-needed

reform push for the farmers. In fact

farmer bodies have also favoured sector

decontrol,” observes Verma.

A balancing actLinking cane price to the price of sugar

and byproducts is one of the most

commonly used remunerative methods

adopted by many countries such as Latin

America, Thailand, etc. There is a clear

formula that defines every year what

share the industry and the farmer will get

in the realisation from sales. However, the

Government of India will have to frame

policy, which can balance the interests of

consumers, farmers and the industry.

Verma opines, “Once the sugar

sector is decontrolled, the main task

for the government will be to ensure

that consumers get adequate sugar

at reasonable prices and farmers get

remunerative payment on time. With

cane price-sugar price linkage, the farmers

would be assured of a reasonable price on

time. With a reformed sugar sector and

investments in the sector, sugar supplies

would be good to meet the consumer

demands. The government will have to

cushion price shocks in the market and

for that a similar mechanism as what is

applied to other essential commodities in

the country could be adopted.”

Managing exports betterThe Indian sugar industry has made

significant progress. While sugar

production has increased considerably

(due to better yields and efficiency), India

has also exported large quantity of sugar.

However, controls on exports of sugar are

hampering the growth of industry in the

global market. In addition, late approvals

of exports have also affected the industry.

Verma says, “The industry has suffered

huge losses due to delays in government

permissions to allow exports when the

international prices were high. Last year,

the industry suffered a loss of around

` 300 crore due to delay in permission

to export 5 lakh tonne under open

general licence (OGL) as well as delay

in the notification, by which time, price

in the international market was already

on a decline. The Empowered Group

of Minister allowed a third tranche

of 10 lakh tonne of sugar exports on

March 26 this year, but the final nod

was given only after two months. As

a result, crucial time was lost on sugar

exports and we failed to leverage the

international markets.”

If the sugar industry is deregulated,

experts feel that such export opportunities

will not be lost. “Once the sector is

decontrolled, the sugar industry will have

the freedom to develop its own export-

import strategies on a long-term basis.

Further, India could be seen by the

importers as a reliable source for sugar

exports, without the concern and hiccups

of sudden bans or stoppages in exports

or imports. Reputation and confidence of

India will only go up,” says Verma.

A free hand by the government

would also help industry work on the

product mix of exports better. He adds,

“The demand in the international market

is more for refined sugar and raw sugar,

whereas white sugar demand is almost

negligible. But, because of timing of

permission and lack of clarity on a long-

term basis, we end up exporting more

white sugar, produced by sugar mills, due

to lack of planning. Today, the Indian

sugar industry has no proper planning

for exports. Decontrol will also help

us export by-products in more

quantities. At the moment ethanol export

is almost negligible.”

On a sweet note Once the sugar industry is decontrolled,

the seasonal and monthly price

fluctuations in the domestic market

could be managed better. The sugar

industry can plan its sugar sales cash

flows more effectively, which will help

payment to cane farmers on time,

without any delays and hiccups. Verma

says, “Once the farmer is confident that

his payments would be on time and he

will get the matching remuneration for

his produce, the farmer will not switch

over to other crops, which in turn will

maintain a steady supply of sugar in the

market. This will break the cyclicality

factor, which has affected the sugar

industry historically, and thereby reduce

price volatility, if any, due to demand-

supply mismatch.”

Given the right set of policies, the

industry has the potential to become a

sustainable supplier of sugar to the world

market in future. From the consumers’

point of view, the government, in a

decontrol regime, will have to ensure

that exports stay within comfort level, so

that the domestic market is not impacted

by shortages at any point. The challenge,

therefore, will be to get all the constituents

on board for a smooth transition to a

new cane price fixing mechanism under

which rewards for farmers will move in

tandem with sugar prices. “Decontrol is

that sweet pill that the sugar sector, cane

farmers and thousands of people who

are dependent on cane farming require

to make their lives sweeter every day,”

concludes Verma.


Decontrol is that sweet pill that the sugar sector, cane farmers and thousands of people who are dependent on

cane farming require to make their lives sweeter every day.

Abinash VermaDirector General, Indian Sugar Mills Association

STRATEGYIndian food services segment


Brand-building vital for

augmenting business

Patience is the cornerstone of success in the Quick Service Restaurant (QSR) business. Apart from this, brand image plays a crucial role. Due to paucity of fund, Indian players are roping in local media and online advertising for building their brands.


The Indian fast food market

has been registering a

healthy growth over the

last few years. However,

it is observed that the global players

like McDonald’s, KFC, and Domino’s

Pizza etc are ruling the roost in QSR

segment. The market is all set to grow

further because of burgeoning middle

class, rise in malls and multiplexes,

increased spending by youth, among

others. Naturally, the question is how

the home-grown food service players

could augment their share in the fast-

growing market?

The dynamics of QSRThe fundamental of any business,

especially QSR, is to have

patience and infuse money for

years to scale up the business

without looking for profit. The

scaling up process also involves

brand-building. Clearly, one has to

be financially sound to sustain the

business in initial years. Hence,

sustainability is one of the main

challenges for the Indian players.

“The nature of business is such that

any company in this sector needs to

spend initial years in establishing

the scalability of the business, so that

expansion into multi-city multi-store

model can be implemented smoothly.

Most companies, which are building

pan-India brands in the Indian QSR

space, are in this phase or are just

beginning to expand,” points out Kiran

Nadkarni, CEO, Kaati Zone.

It is important to mention here

that Kaati Zone spent six years to

establish scalability and has created

multi-city presence only from 2011.

“The challenges facing the Indian QSR

industry are high real estate rentals and

high turnover of manpower at outlet

level,” he says.

Another challenge in this direction is

to adapt Indian cuisine to the fast food

model. This is because the cooking of

Indian cuisine is a complex process and

involves several ingredients. This makes

assembly line production complex. Other

issues like high rent of real estate, lack

of cold storage etc also compound the

problem further for Indian players. “It

is not difficult to adapt Indian foods to

QSR format. However, since the QSR

industry is in its early stages, not many

players have attempted adapting Indian

foods to a highly scalable format in the

past. Some of us have now achieved

this task and are now witnessing rapid

growth,” he opines.

Brand-building exerciseSince a large base of consumers of QSR

comprises youth, it is essential to have

brand image. This is because younger

generation is brand-conscious. They

prefer to go to a restaurant that has

brand image. Again brand-building is

a sustained process and involves cost.

As it is an expensive proposition,

Indian players prefer low-cost budget.

“We are building the brand through

local store marketing (in communities

served by the outlet), local mass media

like FM radio, and online advertising

including social media sites. These are

low-cost solutions appropriate for young

companies,” opines Nadkarni.

The factors responsible for the growth

of QSR in India are nuclear families and

the presence of international players.

“The factors fuelling the growth of QSR

in India are nuclear families with double

incomes, longer commuting to work

and longer working hours. Higher

disposable incomes and customer

aspirations to buy and consume

branded goods are aiding the

sector’s growth. The heavy media

spend by international QSR giants

in India is also helping to expand

the sector,” says Nadkarni. His

plan for next two years involves

focussing on southern and

western regions for expansion.

“We are now present in six cities

in these regions and will open up a

few more outlets in the cities soon,”

he reveals.

Since QSR is relatively a new

segment in India, finding an investor

is difficult. Once the segment matures,

the sentiment of investors may change;

in that case getting finance will be

easier. In the ultimate analysis, it

is the patience that determines the

success of an entrepreneur. “QSR

ventures are long-haul businesses. The

entrepreneur requires oodles of patience

and perseverance to build a successful

venture. Also, given the long-term

nature of business, the venture capital

firms rarely invest in this sector in

the early stages of a company and the

entrepreneur may need to bootstrap for

extended periods or raise capital from

family and friends,” exhorts Nadkarni.


TIPS & TRICKS Fish production


Areeba Hamid

Many of the Asian

countries are substantial

net exporters of fish

– even above other

important agricultural commodities.

As global trade in fish and seafood has

increased over the past decades, basic

processing like filleting and de-heading

has migrated to developing countries

where cost of labour is low. Lakhs of

people in India depend on fishing for

their livelihood and, hence it is important

to implement environment-friendly

techniques to capture fish and thus

ensuring sustainability in the long run.

Following are some of the remedies for

increasing fish production sustainably:

Reining in the trawling

industry: Regulations

prohibiting trawling in

near-shore waters need to

be made uniform and strictly

enforced. Currently, enforcement is largely

absent except where the artisanal fishing

community is well-organised. A gradual

but drastic shrinking of the bottom

trawling industry is required. This can be

achieved first by capping licenses; retiring

and scrapping older vessels; and ensuring

that these are only replaced by selective

& sustainable fishing gears and methods.

In the medium term, for the health of

India’s fisheries, bottom trawling needs to

be eliminated completely. A move in that

direction needs to be made now, with a

goal to eliminate bottom trawling by 2020.

Tackling over-

capacity: Both

m e c h a n i s e d

and motorised

boats across the Indian

coast are at unsustainable numbers.

Over-capacity has long been identified as

a problem, but tackling it has not been

easy. It is even more difficult to address

the issue of over-capacity in the non-

mechanised sector, but a start should be

made with the most destructive sector viz

bottom trawling.

E n f o r c e t h e

seasonal fishing

ban: Recent

uniformity in the

seasonal fishing bans on

East and West coasts is a positive

step, but this needs to be followed by

enforcement. Further, the ban should

cover the entire Exclusive Economic Zone

(EEZ) and not be restricted to territorial

waters. This would mean that deep sea

vessels including those operating under

the Letter of Permit Scheme be confined

to their port of registry during the

seasonal ban. Demands

from the traditional

fishing community to

extend the ban period must

be seriously considered.

Adopt an ecosystem-

based fisheries

management model:

For ecosystem-based

fisheries management measures to

work, particularly in inshore waters

where fisheries pressures are high, they

cannot follow the top-down prescriptive

measures used thus far in India. Measures

must be devised and implemented together

with the local community. Community-

based fisheries management initiatives

tend to have higher rates of success when

it comes to regulating access to fisheries.

Community-managed fisheries can span

a range of measures, including gear

restrictions, temporal (seasonal) or spatial

restrictions and can include a patchwork

of limited use areas and completely closed

areas, either permanently or on a rotational

basis, where rejuvenation can take place.

Fish recovery areas/

marine reserves in

deeper waters: The

lack of closed areas

where fishing is either

prohibited or significantly regulated

ensures that there are no ‘refuge’ areas

where fish stocks can recover. As the

trawling industry ventures further from the

coast, and foreign vessels are allowed in the

EEZ, the deeper waters that earlier served

as ‘fish reserves’ are also being overfished.

The science behind the fisheries benefits

of closed areas is growing. Areas closed

to all extraction, including fishing, allow

the build-up of fish biomass and can be

an effective fisheries management tool.

Areeba Hamid is a Campaigner for Greenpeace

India. Email: [email protected]

ECO-FRIENDLY ECO-FRIENDLY FISHING METHODS

FISHING METHODS TO ATTAIN TO ATTAIN SUSTAINABILITY

SUSTAINABILITYAccording to Greenpeace, globally, the oceans are at crisis point. Impact of this will be felt much more in Asia (including India), as the region dominates the global fishing industry. Over 85 per cent of all fishers and fish farmers in 2008 were Asian, as were six of the top ten producer countries in capture fishing. By adopting sustainable methods, the fishing community can increase fish production and enhance its earnings.

1

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5

PROJECTS


Basmati rice

Dunar Foods LtdProject type

Capacity expansion

Project news

Dunar is in the business of procurement,

processing and supply of basmati rice. It

plans to invest in the expansion of its

production capacity from 26 tph to 50

tph during the next two years. It will

also invest in additional silo capacity of

60,000 metric tonne and rice husk-based

power generation capacity of 3 MW in

Karnal and a new rice husk-based power

plant of 2 MW in Amritsar (in addition

to the existing 1 MW capacity).

Project location

Haryana

Project cost

NA

Implementation stage

Ongoing

Contact details:

Dunar Foods Ltd

Near CWC, Bazida Jattan

Karnal 132 001, Haryana

Tel: 0184-2220701

Fax: 0184-2220703

----------------------------------------

Dairy

National Dairy Development BoardProject type

New facility

Project news

The country’s apex body for milk

co-operatives, National Dairy

Development Board (NDDB), has

proposed an investment of ` 1,50,000

million over the next five years for

projects ranging from setting up new

dairies in Saurashtra to funding research

for breeding cows. NABARD will help

the body in raising the required funds.

The funds will be invested in new dairy

projects, technology transfer, research

and development of animal feed and

animal husbandry, and strengthening of

supply networks and milk co-operatives

in the country.

Project location

Saurashtra, Gujarat

Project cost

` 1,50,000 million


Planning

Contact details:

National Dairy Development Board

PB 40, Anand 388001, Gujarat

Tel: 2692-260148/149

Fax: 2692-260157


----------------------------------------

Dairy & packaging

Huishan Dairy Holding LtdProject type

New facility

Project news

This project to be implemented by

Huishan consists of installation of canning

and packaging machines with a capacity

of 50 tonne per day to meet the growing

demand for its products. It will also set up

three new dairy farms comprising about

2,700 cows each within two years.

Project location

China

Project cost

$ 77.8 million


Planning

Contact details:

Huishan Dairy Holding Ltd

99 Huishan Street

Agriculture High-Tech Development Zone

Shenyang, Liaoning, China 110164

Tel: +86(24) 88080078

----------------------------------------

Food processing and micro-irrigation

Jain Irrigation Systems Ltd ( JISL) Project type

Capacity expansion and new facility

Project news

JISL is planning an investment

programme to expand its food processing

and micro-irrigation facilities in India,

through capacity expansion of existing

production lines as well as building new

production facilities.

Project location

Maharashtra

Project cost

NA


Planning

Contact details:

Jain Irrigation Systems Ltd

PO Box 72, NH.6, Bambhori

Jalgaon 425 001, Maharashtra

Tel: 0257- 225 8011, Fax: 0257- 225 8111

----------------------------------------

Fruit & vegetable market

Punjab Mandi BoardProject type

New facility

Project news

Ludhiana is set to have a state-of-the-art

fruit and vegetables market, spread over

52 acres. According to the Punjab Mandi

Board, it will be a state-of-the-art market,

for which a pre-bid conference will be

held soon. Five cold storages of 50 tonne

each are being constructed. Six modern

ripening chambers (for banana, mango

and papaya) of a 10-tonne capacity each

will also be installed.

Project location

Ludhiana

Project cost

` 2,600 million


Planning

Contact details:

Punjab Mandi Board

SCO No 149-52, Sector 17-C

Chandigarh 141 00, Punjab

Tel: 0172-2704142, Fax: 0172-709120

New projects and expansion activities are the barometers of industrial growth. These also present business opportunities to service providers like consultants, contractors, plant & equipment suppliers and others down the value chain. This feature will keep you updated with vital information regarding new projects and capacity expansions being planned by companies in the food & beverages industry.

Information courtesy: Tendersinfo.com

1, Arch Gold, Next to MTNL Exchange, Poisar, S V Road, Kandivali (W), Mumbai - 400 067, Maharashtra, India

Tel: 022 28666134 • Fax: 022 28013817 • Email: [email protected]

TENDERS


Latest Popular Tenders brought to you by www.tendersinfo.com

SS multipurpose vat Org : Shahabad Dugdh Utpadak Sahkari Sangh LtdTRN : 11813663Desc : Supply, erection and commissioning of SS multipurpose vat – 02 nos; fabrication at site BOD : August 14, 2012Loc : Bihar, IndiaBT : Domestic _______________________________________________

SS ghee settling tankOrg : Shahabad Dugdh Utpadak Sahkari Sangh LtdTRN : 11813665Desc : Supply, erection and commissioning of SS ghee

settling tank – 02 nos BOD : August 14, 2012Loc : Bihar, India BT : Domestic _______________________________________________

Cream ripening tankOrg : Shahabad Dugdh Utpadak Sahkari Sangh LtdTRN : 11813666Desc : Supply, erection and commissioning of cream ripening tankBOD : August 14, 2012Loc : Bihar, IndiaBT : Domestic _______________________________________________

Milk chiller Org : Shahabad Dugdh Utpadak Sahkari Sangh LtdTRN : 11813667Desc : Supply, erection and commissioning of milk chiller BOD : August 14, 2012Loc : Bihar, IndiaBT : Domestic _______________________________________________

Homogeniser Org : Shahabad Dugdh Utpadak Sahkari Sangh LtdTRN : 11813670Desc : Supply, erection and commissioning of homogeniser BOD : August 14, 2012Loc : Bihar, IndiaBT : Domestic

Aluminium alloy milk can with milko testerOrg : Raipur Dugdh Utpadak Sahkari Sangh LtdTRN : 11806768Desc : Supply of aluminium alloy milk can 40 litre capacity with ISI mark and electronic milko testerBOD : August 14, 2012Loc : Chhattisgarh, IndiaBT : Domestic _______________________________________________

Bakery equipmentOrg : Orjan Mills Corporate Association/Jordan Enterprise Development CorporationTRN : 11827778Desc : Supply, delivery, installation, training where applicable, and warranty service of the bakery equipment BOD : August 15, 2012Loc : JordanBT : ICB_______________________________________________

Trays, round pots and trays gastronorm Org : Ville de ChâteaurouxTRN : 11676535Desc : Supply of trays, round pots and trays gastronorm needed to operate the production unit processor (CPU) (food containers) BOD : August 27, 2012Loc : FranceBT : ICB_______________________________________________

Goods vehicles for milk Org : Bengaluru Urban, Rura & Ramanagar Dist, Co-op. Milk Producers Societies Union LtdTRN : 11743721Desc : Goods vehicles for transportation and distribution of Nandini milk and milk productsBOD : September 06, 2012Loc : Karnataka, IndiaBT : Domestic

Org: Organisation’s name, TRN: Tendersinfo Ref No, Desc: Description, BOD: Bid Opening Date, Loc: Location, BT: Bidding Type.

Information courtesy: Tendersinfo.com

1, Arch Gold, Next to MTNL Exchange, Poisar, S V Road, Kandivali (W), Mumbai - 400 067, Maharashtra, India

Tel: 022 28666134 • Fax: 022 28013817 • Email: [email protected]

EVENT LIST


NATIONAL

Fi India 2012Exhibition with concurrent conference

showcasing latest trends in food ingredient

technologies; September 06-07, 2012; at

Bombay Exhibition Centre, Mumbai

For details contact:

UBM India Pvt Ltd

Sagar Tech Plaza, A 615-617, 6th Floor

Andheri Kurla Road, Saki Naka Junction

Andheri (E), Mumbai 400 072

Tel: 022-6612 2600, Fax: 022-6612 2626/27


International Foodtec India 2012An international exhibition on food

processing and packaging technology to

be held concurrently with Dairy Universe

India, Sweet & SnackTec India, and

PackEx India; September 11-13, 2012; at

Bombay Exhibition Centre, Mumbai


G Vamshidhar

Koelnmesse YA Tradefair Pvt Ltd

1st Floor, 6-3-885/7/B, Somajiguda Circle

Hyderabad 500 082

Tel: 040-6559 4411, Fax: 040-6668 4433


International PackTech India and drink technology IndiaInternational PackTech India, along with

drink technology India (dti), will showcase

latest trends in packaging, packaging

printing, processing, beverage and liquid

food industries; November 06-08, 2012;

at Bombay Exhibition Centre, Mumbai


Messe Düsseldorf India Pvt Ltd

Centre Point Building, 7th floor

Junction of S V Road & Juhu Tara Road

Santacruz (W), Mumbai 400 054

Tel: 022-6678 9933


Food Technology ShowConcurrent with Packplus 2012, this

holistic show will feature the latest in food

& beverage technologies, from processing,

packaging, research, quality assurance,

hygiene, among others; December 07-10,

2012; at India Expo Centre and Mart,

Greater Noida


Print Packaging.Com Pvt Ltd

F 101, Tower No 7

International Infotech Park

Vashi Railway Station

Navi Mumbai

Tel: 022-2781 2619


For details

Network18 Media & Investments LtdRuby House, 1st Floor, J K Sawant Marg, Dadar (W), Mumbai 400 028.

• Tel: 022 3003 4651 • Fax: 022 3003 4499 • Email: [email protected]

India’s premier industrial trade fair on products and technologies related to Machine Tools, Hydraulics & Pneumatics, Process Machinery & Equipment, Automation Instrumentation,

Packaging & Auxiliaries, IT Products, Electrical & Electronics, Material Handling and Safety Equipment.

AHMEDABADGujarat,

Oct 5-8, 2012

PUNEMaharashtra,

Nov 2-5, 2012

CHENNAITamil Nadu,

Nov 22-25, 2012

LUDHIANAPunjab,

Dec 21-24, 2012

HYDERABADAndhra Pradesh, June 7-10, 2013

INDOREMadhya Pradesh, Jan 11-14, 2013

AURANGABADMaharashtra, Feb 1-4, 2013

RUDRAPURUttarakhand,

Feb 23-26, 2013

Hong Kong Food Expo

Technology forum and tradeshow for

the food & beverage processing and

packaging industry; August 16-20, 2012;

at Hong Kong Convention & Exhibition

Centre (HKCEC), Hong Kong, China

For details contact

Hong Kong Trade Development Council

HKCEC, 1 Expo Drive, Hong Kong, China

Tel:+(852)-(2)-25844333


China Fisheries & Seafood ExpoEvent showcasing the latest in marine

technology and trends of seafood business;

November 06-08, 2012; at Dalian World

Expo Center, Dalian, China


Sea Fare Expositions Inc, Seattle, USA

Tel: +(1)-(206)-7895741

Fax: +(1)-(206)-7890504


Health Ingredients EuropeOne of the major tradeshows in Europe

focussing on health ingredients for

the growing functional foods industry;

November 13-15, 2012; at Messe

Frankfurt, Germany


CMP Information

Industrieweg 54, PO Box 200, 3600 AE

Maarsen, The Netherlands

Tel:+(31)-(346)-559444

Fax:+(31)-(346)-573811


Dubai Drink Technology ExpoSpecialised event featuring the latest in

technologies & trends for the beverage

industry; December 04-06, 2012; at Dubai

International Convention & Exhibition

Centre, Dubai, the UAE


INDEX Conferences & Exhibitions Organisation

Dubai Health Care City

Block B Office 203, 2nd Floor, Dubai, the UAE

Tel: +971-4-3624717/149

Fax:+(971)-(4)-3624718


The information published in this section is as per the details furnished by the respective organiser.

In any case, it does not represent the views of Modern Food Processing

INTERNATIONAL

EVENT REPORT Dairy Show 2012


Avani Jain

The dairy industry is booming

in Andhra Pradesh. The

State occupies second

position in the country in

terms of milk production and animal

husbandry. The current milk production

of the State is estimated at 11.25 million

tonne and this is expected to reach 15

million tonne by 2020. Set against the

backdrop of Andhra Pradesh’s emerging

dairy sector, the maiden edition of Dairy

Show 2012 proved to be a success,

according to the organisers. The three-

day event was held from July 13-15,

2012, at Hyderabad International Trade

Expositions Ltd, Andhra Pradesh. It was

organised jointly by Active Exhibitions &

Conferences and HITEX in association

with Government of Andhra Pradesh. The

event was also supported by NABARD;

Society of Elimination of Rural Poverty;

Progressive Dairy Farmers Association,

Andhra Pradesh & FAPCCI.

Event at a glanceDairy Show 2012 was inaugurated by

the Chief Guest, N Kiran Kumar Reddy,

Chief Minister, Andhra Pradesh, along

with industry representatives and senior

government officials. In his inaugural

address, he asked the farmers to diversify

into dairy farming as dairying has been

positively impacting the rural income

and changing rural lifestyles. He cited

the example of how the income of

farmers in Chittoor district went up

after they expanded their activities to

dairy farming and poultry. He further

added, “Realising the importance of the

allied sectors, the State has launched the

` 6,000-crore Milk Mission to promote

the industry in a holistic way.” The

India Dairy Association AP Chapter

was also launched during the event by

the Chief Guest.

Talking about the growth of the dairy

industry in Andhra Pradesh, Manmohan

Singh, Principal Secretary (Animal

Husbandry), said, “The dairy sector

proves to be a gender equaliser, with

women controlling a good part of the

activity. Further, in drought situations,

dairy sector comes in handy to farmers

by providing timely incomes.”

Platform for opportunitiesThe event served as a perfect meeting

place for hundreds of farmers from

several districts of Andhra Pradesh,

dairy equipment manufacturers and

representatives from dairy industry who

have been on the look out for latest

technologies. Almost 40,000 visitors

from all segments of dairy such as dairy

farming and processing participated

in the event. Over 300 products were

displayed during the event. Apart from

the expo for dairy equipment, technology

and services by over 80 exhibitors, a live

display of dairy animals – as many as 50

high-yielding cows and buffaloes from

Andhra Pradesh, Haryana and Karnataka

– was also organised alongside the event.

In addition, the concurrent seminars

on management and technology for dairy

farming attracted over 500 delegates.

About the response of the farmers,

Vinod Menon, Event Convener, Active

Exhibitions & Conferences, stated,

“It could be described in one word, ie

‘overwhelming’ as the farmers could get

all the information related to the industry

under one roof.”

Packed with actionFirst in its series, Dairy Show 2012

successfully provided a platform for

the companies to showcase their latest

technologies for the benefit of farmers

of Andhra Pradesh so as to help them

increase their yield. Thus, the event

claimed to have opened new avenues for

the dairy farming community not only

in Andhra Pradesh but all over India.


The booming dairy industry in Andhra Pradesh calls for new technologies and equipment for boosting its growth. Catering to this demand, Dairy Show 2012 served as a platform for farmers to gather knowledge about latest technologies in animal husbandry and dairy processing.

Opening new avenues for farmers to milk profits

N Kiran Kumar Reddy, Chief Minister, Andhra Pradesh, lighting the lamp during inauguration

BOOK REVIEW


Functional foods and nutraceuticals are seeing an increasing demand in terms

of market presence and product development. Most nutraceuticals make use of

natural sources for ingredients. This book proves to be an important resource

for R&D activities as it elaborates various extraction methods for bioactive

compounds. From long-standing trusted and established processes like steam

distillation to emerging novel techniques like supercritical fluid technology, it

presents details of the engineering aspects as well.

The chapters exhaustively provide the fundamentals of transport

phenomena and thermodynamics. The acute view of thermodynamics, mass

transfer and economical engineering builds a foundation that can be used

to obtain high-quality bioactive extracts and purified compounds. The book

demonstrates how to successfully optimise bioactive compound extraction

methods and use them to create new & better natural food options. A

literature review and replicable case studies of extraction processes are

also included. Apart from food, the book covers bioactive compounds in

cosmetics and pharmaceuticals. This book will be helpful for food scientists

& technologists and students.

Available at: Wisdom Book Distributors, Hornby Building, 1st floor, 174, D N Road, Mumbai 400 001Tel: 022-2207 4484/6631 8958, Telefax: 022-2203 4058, Email: [email protected]

Extracting bioactive compounds for food products:

Theory and applications

Edited by: M Angela A MeirelesPrice: ` 11,600

Nutraceuticals face a lot of regulatory issues when it comes to different

geographies. The ingredients, even though mostly natural sources, have

to face a host of tests and regulatory approvals. This book collates all the

necessary information regarding regulations specifically for functional foods

and nutraceuticals in major countries of the world. It includes regulations from

South America, Canada, European Union, Australia, New Zealand, Africa,

Japan, Korea, China, India and Southeast Asia as well as the US. It provides a

valuable resource for understanding the key considerations of operating in this

rapidly expanding area of nutraceuticals.

The USP of this book is its emphasis on the importance of GRAS status

and DSHEA regulations and inclusion of insights on quality manufacturing

techniques, cGMP and standardised analytical techniques. Besides, there is an

entire unit on overcoming regulatory hurdles and significance of intellectual

property, trademark & branding on marketing. This book will prove essential

to professionals and consultants in the food processing industry.

Reviewer: Tejas Padte, Lecturer, Department of Chemistry, Ramnarain Ruia College, Mumbai

Nutraceutical and functional food regulations:

In the United States and around the world

Edited by: Debasis Bagchi

Price: ` 8,300

PRODUCTS


This section provides information about the national and international products available in the market

Looking For A Specific Product?Searching and sourcing products were never so easy.

Just type MFP (space) Product Name and send it to 51818eg. MFP Fryer and send it to 51818

Food P

Z-type bucket elevator

Z-type bucket elevator is equipped with 304 grade

SS sheet and fitted with buckets of food grade

which is made out of polypropylene, having volume

of approximately 2.6 litre. The buckets fitted with

bronze inserts allow easy movement of the stainless

steel pins. It is provided with drive system consisting

of torque limiter, electronic sensors, pneumatics,

electronic console panel with V.F.D and control circuit that ensure long

life and ease of use without causing any problem.

Noida Fabcon Machines Pvt Ltd

Uttar Pradesh

Tel: 0981-8377111/1209769


Website: www.fabcon-india.com

Cable management system

Aeron FRP corrosion-free cable tray

management system is developed for

long-lasting performance in challenging

environments where corrosion and chemical

resistance and lasting mechanical performance

are key requirements. Ladder type as well as perforated cable trays with

wide range of sizes to select from are also offered. Also available is 100

per cent replacement of hot dipped GI cable tray.

Aeron Composite Pvt Ltd

Ahmedabad - Gujarat

Tel: 079-26565731, Mob: 09909988266


Website: www.aeroncomposite.com

Pipe/tube and U-tubes

The stainless steel seamless and welded pipe,

tube & U-tubes and large diameter welded

pipes are available in various sizes, grades and

specifications as per customers’ requirements.

MOC is all austenitic, ferritic, duplex & super

duplex stainless steel. Specification is as per ASTM, ASME, DIN,

NFA, JIS standards. Size range is (welded) 6.0 mm OD to 1016 mm

OD and (seamless) 6.0 mm OD to 323.9 mm OD. Thickness range is

(welded) 0.6 mm to 25 mm and (seamless) 0.8 mm to 25 mm. Length

is up to 30 m long. Applications are in refinery, petrochemical, food,

pharmaceutical, fertiliser, oil & gas, breweries, sugar industries, etc.

Suraj Ltd

Ahmedabad - Gujarat

Tel: 079-27911050

Email: [email protected], Website: www.surajgroup.com

PTFE-lined valves

Fluoropolymer FEP, PFA, PTFE, lined SGI/

WCB/SS pipes, valves and fittings are offered

using technical knowhow and raw materials

for appropriate application of the resin for

successful results with international quality

for the chemical industry. Features are low co-efficient of friction,

chemical inertness, non-toxic approved by international food &

drugs regulatory authorities, non-inflammable, self-sealant, excellent

weathering resistant, zero water absorption, etc.

Supremo Line & Control

Ahmedabad - Gujarat

Tel: 079-22205282


Website: www.supremoproduct.com

Nitrogen generator

The two towers of PSA modules are inter-

connected with automatic changeover valves

through pneumatic signal given by solenoid

valve which in turn get the electrical signal

from the timer provided in the control panel.

The outgoing nitrogen gas is sent to a surge vessel where the minimum

nitrogen pressure will be maintained with the help of back pressure

regulator. The product nitrogen will now be sent to the consumer point

through pressure reducing valves at required pressure. Easy to install and

maintain, purity of nitrogen up to 99.99% can be achieved.

Air-N-Gas Process Technologies

Ahmedabad - Gujarat

Tel: 079-40064451

Email: [email protected], Website: www.Air-n-gas.com

PRODUCTS


Automation platform

A powerful and

robust automation

platform with

new machine

a u t o m a t i o n

controller NJ

Series integrates

motion, sequencing,

networking, RFID tracking, and vision inspection.

It comprises a new software Sysmac Studio that

includes configuration, programming, simulation and

monitoring and a fast machine network etherCAT to

control motion, vision, sensors and actuators.

The NJ controller is designed for high speed and flexibility.

It is scalable with 16, 32 and 64 axis CPUs. Response

time of less than 1 ms can be achieved for application of up

to 32 axes.

Omron Automation Pvt Ltd

Mumbai - Maharashtra

Tel: 022-42288400

Mob: 09980943045


Website: www.omron-ap.co.in

PRODUCTS


Vibrator feeder

Vibrator feeder consists

of stainless steel

304, electromagnetic

in nature and

sizes (length, width etc.)

as per requirement

and rate of flow

calculations. It

is equipped with enclosed coil or vibro

motor based with screening, heavy base plate with

suitable support, fibre glass and spring

steel leaf spr ings for maximising

the effect of vibrations. It is designed to handle any

material of varying bulk densities and flow

properties. It has advanced feature

of electronic controller for vibration adjustment

as per requirement and for synchronisation

with other devices like conveyors, weighers, etc.

Noida Fabcon Machines Pvt Ltd

Uttar Pradesh

Tel: 0981-8377111/1209769


Website: www.fabcon-india.com

PRODUCTS


Autoclave

The fully-automatic autoclave

comes with inside and

outside chamber, carriers,

flange, fly screw, cross-pin,

heater, temperature controller

and pressure gauge. The

cover stand and jointless

hydraulically die pressed lid

are made of stainless steel.

The lid is fitted with pressure

gauge, safety valve, safety

fusible plug, manual exhaust

valve, vacuum breaker-cum-

purge valve and quick release

coupling for online pressure calibration check. It automatically

enables reproducibility of results including purging of stale

air, sterilising, hold time of sterilising period, cycle end with

automatic exhaust of pressure.

Medica Instrument Manufacturing Co

Mumbai - Maharashtra

Tel: 022-66189999


Website: www.medicainstrument.com

PRODUCTS


An invite that rewards as well...Dear Reader,

‘Modern Food Processing’ solicits original, well-written, application-oriented, unpublished articles that reflect your valuable experience and expertise in the food processing industry.

You can send us Technical Articles, Case Studies and Product Write-ups. The length of the article should not exceed 1500 words, while that of a product write-up should not exceed 100 words.

The articles should preferably reach us in soft copy (either E-mail or a CD). The text should be in MS Word format and images in 300 DPI resolution & JPG format.

The final decision regarding the selection and publication of the articles shall rest solely with ‘Modern Food Processing’. Authors whose articles are published will be sent a

complimentary copy of that particular edition.

Published by Network18 Media & Investments Ltd, ‘Modern Food Processing’ one of the leading monthly magazines exclusively meant for producers and user fraternities of the food processing industry. Well supported by a national readership of over 80,000 and our strong network of 26 branch offices across India, this magazine reaches out to key decision makers among the Indian manufacturers of food processing products, machinery and allied sectors. Brought out in association with Hong Kong-based Ringier Trade Publishing Ltd (one of the world’s largest trade publishing houses with more than 200 special interest titles and offices in every major country),

it ensures that advertisers are able to promote their products and services across the globe at no extra cost.

So get going and rush your articles, write-ups, etc…

Thanking you,

Yours sincerely,

Business Insights •Technologies•Opportunities

Manas R BastiaSenior Editor

Network18 Media & Investments Ltd‘A’ Wing, Ruby House,J K Sawant Marg, Dadar (W)Mumbai 400 028India

T +91 22 3024 5000F +91 22 3003 4499E [email protected] www.infomedia18.in

D +91 22 3003 4669

Business Insights •Technologies•Opportunities

Rotary gear pump

The model FTS high-

precision fuel pressuring

internal rotary gear pump

comes with investment

casting body and matches

the most demanding

application in boiler,

burner, hydraulics, fuel

pressing and injection.

This pump is ideally

suitable for handling

liquids like LDO, FO, LSHS and HSD. It is provided

with built-in pressure relief valve and external bypassing

arrangement and is of flange mount type. It is available in

capacities ranging from 150 lph to 2,500 lph with maximum

operating pressure up to 35 kg/cm and temperature up to

200°C. It is used in food processing industry.

Fluid Tech Systems

Ahmedabad - Gujarat

Tel: 079-22900100

Mob: 09825604142


Website: www.rotofluidpumps.com

PRODUCTS


The information published in this section is as per the details furnished by the respective manufacturer/distributor.

In any case, it does not represent the views of

Modern Food Processing

Vibratory separators

These separators/s i f ters

are widely used in

industries such as foodstuff,

ceramics, pharmaceuticals,

chemicals, bio-chemicals,

electronics, plastics, grinding,

water treatment, recycling,

etc. Specialised machinery

and technical solutions that

meet specified demands of the

customers are also offered.

Guan Yu Machinery Factory Co Ltd

Hsien - Taiwan

Tel: +886-4-8965198


Website: www.guan-yu.net

Stretch wrapping machine

The Poly Seal stretch wrapping

machine is used for stretch

wrapping using stretch-cling

film. The stretchy film is

stretched around the product/

carton to cover the product. It

is designed to enable cylindrical

products to be wrapped

with LD/LDPE stretch

film. Features include robust

construction, controllable

cycle times, safety features

incorporated, indigenous

design, user-friendliness, low power consumption, variable

speed, easy manipulation of load to provide bi-directional

wrapping. The stretch wrapping machine is used to wrap

computer components, cosmetic items, consumer goods,

domestic pumps, electrical and electronic goods, engineering

items, food products, garments, handicraft, pharmaceutical

carbon, boxes, etc.

Monarch Appliances

Rajkot - Gujarat

Tel: 0281-2461826

Mob: 09825215733


Website: www.monarchappliances.com

LIST OF PRODUCTS


Sl. No. Product Pg. No. Sl. No. Product Pg. No. Sl. No. Product Pg. No.

Aata master................................................ 53Acoustic enclosure ............................................. 3Activated carbon filter ..................................... 37Agitator ..................................................... 19, 59Air audit blower .............................................. 55Air cooled sealer .............................................. 31Air cooler ........................................................ 13Allen cap ......................................................... 65Allen CSK ....................................................... 65Analog timer ................................................... 87Analytical instrumentation .............................. 51Animal feed technology .................................BCAutoclave ......................................................... 83Automation platform ...................................... 81Batch disperser .......................................... 19Blender and mixer ........................................... 67Boiling/stirring ................................................ 67Brewing ..........................................................BCCable management system ......................... 80Calorimeter ..................................................... 19Chocolate/cocoa .............................................BCCleaning section equipment ...........................BCCoding and marking labelling machine ...... 9, 63Cold form C & Z purlin ................................ 47Colour masterbatch ......................................... 33Column & chemistry ...................................... 51Colour sorting ................................................BCCompressor ............................................... 13, 55Conventional phase failure relay ..................... 87Conveyor belt .................................................. 69Conveyor system ....................................... 10, 81Counter ........................................................... 87Counters & power supplies ...........................FICCutter/slicer ............................................... 67, 81Dairy plant ............................................. BICDal master ....................................................... 53Dal polishing roller ......................................... 53Dehydration equipment ............................ 67, 81De-mineralisation plant .................................. 37Disperser ......................................................... 19Doors ............................................................... 82Drawer magnet ................................................ 84Dry van pump ................................................... 3Dry-break coupling ......................................... 55Dust control door ............................................ 82Ejector....................................................... 55Electro-de-ionisation ...................................... 37Electromagnetic feeder .................................... 84Empower ......................................................... 51Encoder .........................................................FICEvaporating units for cold room ..................... 13Evaporator ................................................. 17, 59Exhibition - International Foodtech 2012 ..... 44Extruded product ...........................................BCFastback revolution seasoning system ......... 10Fastener ........................................................... 65Fish processing ................................................ 67Flexible transparent PVC strip door ............... 82Flour machine stone ........................................ 53Flour milling ..................................................BCFood forming machine .................................... 67Food pathogen detection system .................... 71Food processing lines ................................. 67,81Food processing machinery ............................... 4Forced convection unit air cooler ................... 13Fruits/vegetable processing ............................. 81Fuelling systems .............................................. 55Fully threaded bar ........................................... 65Grain handling .........................................BCGrill magnet .................................................... 84

Grinding & dispersion ...................................BCGyratory screen ............................................... 84Ham processing ......................................... 67Heat exchanger ........................................... 5, 59Heat resistant door .......................................... 82Heating bath ................................................... 19Heavy industrial steel building ........................ 47Hex bolt .......................................................... 65High pressure homogeniser ...................... 19, 64High speed servo driven bagging machine ..... 83Hopper magnet ............................................... 84Hot plate ......................................................... 19HPLC ............................................................. 51IDEXX water microbiology ........................ 35Induction sealing ............................................. 31Industrial control & sensing device ..............FICIndustrial door ................................................. 82Industrial type unit air cooler.......................... 13Informatics ...................................................... 51INK adhesion .................................................. 31Inline disperser ................................................ 19Integrated machine safety solution ................. 22Inverters/variable frequency drive .................FICKneading machine ..................................... 19Label adhesion ........................................... 31Laboratory reactor ........................................... 19Laboratory software......................................... 19Large diameter welded pipe ............................ 83Level controller .............................................FICLoading arm .................................................... 55Magnetic equipment .................................. 84Magnetic plate................................................. 84Magnetic stirrer ............................................... 19Magnetic traps ................................................ 84Measuring & monitoring relay ....................FICMeat ball forming machine ............................ 67Meat processing .............................................. 67Mills ................................................................ 19Mixing & drying ............................................. 17Mixing machine .............................................. 81Mixing processing ........................................... 67Motion control ..............................................FICMulti-axis motioning controller ...................... 83Multi-level car park ......................................... 47Natural herbal sweetener .............................. 8Nitrogen generator .......................................... 80Nuts ................................................................ 65Oil lubricated vacuum pump ...................... 81Oil milling ......................................................BCOval wheel flow meter .................................... 81Overhead stirrer .............................................. 19Panel meter ............................................... 87Pasta making machine ...................................BCPCR diagnostic technology ............................. 71Peeling ............................................................. 81Phase failure relay ........................................... 87Photo-electric sensor .....................................FICPilot plant ........................................................ 19Pipe/tube and U-tube ..................................... 80Plastic masterbatch .......................................... 49Plastic pellet ...................................................BCPollution control equipment ........................... 59Polycarbonate sheet ......................................... 47Power distribution ........................................... 25Power management software .......................... 25Pre-engineered steel building .......................... 47Pre-FAB shelter .............................................. 47Pressure sand filter .......................................... 37Priming valves ................................................. 55Product handling equipment .......................... 10

Programmable logic controller ......................FICProgrammable terminal .................................FICProximity sensor ............................................FICPTFE-lined valves .......................................... 80Pump ........................................................... 3, 55PVC strip door ................................................ 82Rare earth tube .......................................... 84Relay .......................................................... 40, 87Residential steel house .................................... 47Reverse osmosis unit ....................................... 37RFID .............................................................FICRice master ...................................................... 53Rice milling equipment ..................................BCRice roller ........................................................ 53Roof vent ......................................................... 47Roofing & cladding sheet ............................... 47Roots blower ..................................................... 3Rotary evaporator ............................................ 19Rotary gear pump............................................ 84Safety access equipment ............................. 55Safety door ...................................................... 82Safety light curtain ........................................FICSauanng making .............................................. 67Sealer ............................................................... 31Seamless pipe .................................................. 83Self tapping & machine screw ........................ 65Shaker .............................................................. 19Silent operation ............................................... 83Softening unit ................................................. 37Solid-liquid mixer ........................................... 19Spray dryer ...................................................... 59Stainless steel & fastener ................................ 65Stainless steel pipe........................................... 83Storage tank equipment .................................. 55Stretch wrapping machine .............................. 85Structural floor decking sheet ......................... 47Sugar herb ......................................................... 8Surface treatment ............................................ 31Switch gear ...................................................... 40Switching relay ..............................................FICTank truck equipment ............................... 55Temperature controller .......................... 87, FICTemperature indicator ..................................... 87Temperature sensor ......................................... 40Thermal process .............................................BCThermoform fill seal machine ......................... 57Thermostat & vacuum dryer/mixer ................ 19Timer...................................................... 40, FICTitration system .............................................. 82Total water management .................................. 6TPU masterbatch ............................................ 33Transmissions & PTOS ................................. 55Tray sealer ....................................................... 85Tube ................................................................ 83‘U’ tube ...................................................... 83Ultra filtration system ..................................... 37Universal type unit air cooler .......................... 13UPLC .............................................................. 51UPS ................................................................ 25USS univent .................................................... 47Vacuum booster pump ................................. 3Vacuum pump & system ................................ 55Vacuum system ................................................. 3Vibration motor .............................................. 84Vibrator feeder ................................................ 82Vibratory separator .......................................... 85Vision sensor .................................................FICWater jetting ............................................. 55Z-type bucket elevator ............................... 80

BC - Back Cover, BIC - Back Inside Cover, FIC - Front Inside Cover

Looking For A Specific Product?Searching and sourcing products were never so easy.

Just type MFP (space) Product Name and send it to 51818eg. MFP Fryer and send it to 51818

d Proce

...

Advertiser’s Name & Contact Details Pg No Advertiser’s Name & Contact Details Pg No Advertiser’s Name & Contact Details Pg No

LIST OF ADVERTISERS


Our consistent advertisers BC - Back Cover, BIC - Back Inside Cover, FIC - Front Inside Cover

Aakanksha Technologies 4T: +91-09810193422E: [email protected] W: www.pigo.biz

Alok Masterbatches Ltd 33T: +91-11-41612244E: [email protected]: www.alokmasterbatches.com

Bosch Limited 27T: +91-832-669-2004E: [email protected]: www.boschpackaging.com

Buhler (India) Pvt Ltd BCT: +91-80-22890000E: [email protected]: www.buhlergroup.com

Eaton Power Quality Pvt Ltd 25T: +91-11-42232329E: [email protected]: www.eaton.com/powerquality/india

Enercon Asia Pacific Iss Pvt Ltd 31T: +91-09600344430E: [email protected]: www.enerconaciapacific.com

Everest Blower Systems 3T: +91-11-45457777E: [email protected]: www.everestblowers.com

Food & Pharma Specialities 17T: +91-120-4236204E: [email protected]: www.foodpharma.in

FX Multitech Pvt Ltd 13T: +91-79-27910993E: [email protected]: www.fxmultitech.com

Gardner Denver Engineered Pro. (I) Pvt Ltd 55T: +91-79-40089312E: [email protected]: www.gardnerdenver.com

Gelco Electronics Pvt Ltd 87T: +91-79-22200902E: [email protected]: www.gelco-world.com

General Industrial Controls Pvt Ltd 40T: +91-20-30680003E: [email protected]: www.gicindia.com

Giantwell Machinery Co., Ltd. 81T: +886-4-852-0178E: [email protected] W: www.giantwell.com.tw

Goma Engineering Pvt Ltd 64T: +91-22-41614161E: [email protected]: www.goma.co.in

Hanna Instruments India Pvt Ltd 82T: +91-22-27746554/55/56.E: [email protected]: www.hannaindia.com

Heat And Control 10T: +91-44-42103950E: [email protected]: www.heatandcontrol.com

HRS Process Systems Ltd 5T: +91-20-66047894E: [email protected]: www.hrsasia.co.in

IKA India Private Limited 19T: +91-80-26253900E: [email protected]: www.ika.in

ION Exchange (India) Ltd 6T: +91-22-39890909E: [email protected]: www.ionindia.com

Jaykrishna Magnetics Pvt Ltd 84T: +91-79-22970452E: [email protected]: www.jkmagnetics.com

JH Bio Innovations Pvt Ltd 71T: +91-80-23418944E: [email protected]: www.jhindia.com

Kinn Shang Hoo Iron Works 67T: +886-7-551-5397E: [email protected]: www.ksh.com.tw

Koelnmesse Ya Tradefair Pvt Ltd 44T: +91-40-65707722E: [email protected]: www.foodtecindia.com

Markem-Image India Private Limited 9; 63T: +91-120-4099500E: [email protected]: www.markem-imaje.com

Mech-Air Industries 8T: +91-265-2280017E: [email protected]: www.freshnpure.net

Omron Automation Pvt. Ltd. FICT: +91-80-40726400E: [email protected]: www.omron-ap.com

Plast World 82T: +91-09376128372E: [email protected]: www.stripdoor.co.in

Prayag Polytech Pvt Ltd 49T: +91-11-47262000E: [email protected]: www.prayagmb.com

Raajratna Ventures Ltd 65T: +91-79-27561915E: [email protected]: www.raajfasteners.com

Rac Equipment India (P) Ltd 85T: +91-09311198333E: [email protected]

Raj Process Equipment Pvt Ltd 59T: +91-20-40710010E: [email protected]: www.rajprocessequipment.com

Rockwell Automation 22T: +91-120-4671694E: [email protected]: www.rockwellautomation.com

Shah Brothers 35T: +91-22-24118874E: [email protected]: www.shahbros.com

SSP Pvt Limited BICT: +91-129-4183700E: [email protected]: www.sspindia.com

Sterling Abrasives Ltd 53T: +91-79-22870905E: [email protected]: www.ricemaster.in

Suraj Limited 83T: +91-79-27540720E: [email protected]: www.surajgroup.com

Toshniwal Instruments (Madras) Pvt Ltd 81T: +91-44-26445626E: [email protected]: www.toshniwal.net

TSA Process Equipments Pvt Ltd 37T: +91-250-3293221E: [email protected]: www.tsawatersystems.com

Ultraplast Chainbelts Pvt. Ltd 69T: +91-129-4113187E: [email protected]: www.ultraplastindia.com

United Steel & Structurals Pvt. Ltd 47T: +91-44-42321801E: [email protected]: www.unitedstructurals.com

V S International 83T: +91-129-2254165E: [email protected]: www.vspackit.com

Veripack Solutions India Pvt Ltd 57T: +91-22-66971133E: [email protected]: www.veripackindia.com

Waters (India) Private Limited 51T: +91-80-28371900E: [email protected]: www.waters.com

90

Registration No: MH / MR / WEST / 232 / 2012-2014; RNI No: MAHENG / 2008 / 25262; Licence to Post at Mumbai Patrika Channel Sorting Offi ce, Mumbai GPO., Mumbai 400 001

Date of Mailing 3rd & 4th of Every Month Issue. Date Of Publication: 28th of Every Month

modern food processing - august 2012

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