Advanta India Limited

1
Advanta India Limited

Facts – Indian Dairy Industry
 70 million cattle
• 10 million cross breed
• 27 million indigenous
• 33 million buffaloes
 122 million tonnes of Milk Production
 1st in Milk Production with 3.4% CAGR
 45 million liters milk processing per day in
• 320 co-operative dairies
• 520 Private Dairies
2
Dairy Industry
Milk Animals in millions Milk Production in million Mt
Milk Production
Buffalo
Local Cow
Exotic Breeds
3
Forage market dynamics
Exclusive Forage cropping – 10% of farmer land
Forage cropping area growing at 2.1% Year
Highest fodder prices last summer – Rs. 27/- per 10Kg
Low fodder crop yield – 9 to 11 Mt per acre
High seed rate – 30 to 45 kg per acre

4
Dairy Market dynamics
11.2% growth in Exotic breeds. – HF/ Jersey. Murra
High credibility for dairy Farming – Rs.1275 cr – SBI
Average18% milk price increasing – Rs. 36/- (6% Fat)
Capita consumption of milk gone up – 75 ml to 275 ml per day

within 3 years
Support from milk dairies – Seed distribution
Support from animal husbandry department - Subsidy
Military farms/ NGO/ Farmer clubs/ Institutes

5
Business Opportunities
• Insufficient availability of fodder – 37%
• Availability of crop residues – 26%
• Low nutrient fodder – 5% of protein
• Diversified new farming - Mechanization
• Dairy development – 25 Public and 250 Private
• 2nd place in GDP contribution – 6.8% (Dairy)
• Main income source for families – 35% (Animal
husbandry)
• Lac of high yield and high nutrient crop
• Limited multi cut fodder crops
• High milking cattle
6
Advanta Forage Developments
 Milk production in India needs to increase.
 Advanta is developing forage programmes to
demonstrate the benefits of higher value forage
hybrids.
Major Issues
 Generally fodder crops are not for grazing.
 Farms are shifting from traditional to commercial
farming
 Milk production has become the second largest agro
based industry in India
 Micro nutrient deficiencies keeping low milk yield.
 Farmers generally aim for bulk rather than quality
7
What is Forage Quality?
 The ability of a forage to meet an

animals nutritional requirements.
 Because of this, when we discuss forage
quality we identify what factors may be
limiting the ability of our forage to supply
the required nutrients.
8
Milk Production
• 20 % from Genetics
• 30% from Nutrition ( NDF, protein, Energy,

vitamins , minerals and water)
• 50% from feeding management and animal

husbandry,( Body condition, heifer rearing )
9
Fodder Mix
Volume in Million MT.
10
Industry Structure
11
Fodder Competition Volumes in Mt
Market
Legum
Rank Companies SSG Corn Bajra Oats Total. Share
es
%age
1 Mahyco 9000 9000 6.0
2 Ankur 4300 4300 2.9
3 Kanchan 3500 3500 2.3
4 Nuziveedu 2500 2500 1.7
5 Vibha 2100 2100 1.4
6 Dhanya 860 200 1060 0.7
7 Ajit 650 650 0.4
8 Advanta 580 580 0.4
9 Krishidhan 540 200 740 0.5
10 J.K Seeds 500 500 0.3
11 Spriha 450 200 650 0.4
11 Shakti 450 150 600 0.4
11 Bio Seed 450 200 650 0.4
12 Amreshwer 430 150 580 0.4
Other organised 5000 500 200 5700 3.8
Non- Branded 51000 15600 7000 34700 9400 117700 78.0
Total in Mt. 82310 17200 7200 34700 9400 150810
12
Fodder Market Segmentation
13
Geographic - Segment
Northern India
• 55% of the forage Market

• High Milk Production
•High Milk Availability – 340 gms/
per Day
• SSG/ Oats/ Lucern
Southern India
• 31% of the forage Market

• Average Milk Production
• Milk Availability – 200 gms/ per Day
• Corn/ Napier/ Farm residues
14
Season - Segment
January
January to March
February
75 K mt Market
March
SSG, Millets
April
Organized, Local players
May
April to August
June 34 K mt Market
July Corn, Napier, SSG, Residue
August Local Traders dominating
September Sep to December

44 K mt Market
October Oats and Lucerne/ Berseem
November Local Traders dominating
December
15
Crop - Segment
Mrkt. Size
Crop
‘000 MT
SSG 82.0
Multi-cut Bajra 7.2
African tall 17.2
Oats 34.7
Legumes 9.4
Total 150.5
16
Price - Segment
SSG - Market
Price Range –
Categor Market Advt.
Rs. Dealer
y Size - Mt Product
price
A+ 750 >30 JUMBO
A 12000 25 to 30
B 38000 20 to 25
C 20000 16 to 19
D 11750 <12
TOTAL 82500 <12 to 39
17
Advanta with Sorghum Power
18
Advanta Product Portfolio
Stage Forage Crop 2010 Sales

Commercial JUMBO 1000 Mt
PC-MDT Sugargraze 20 Mt
PC-PDT Nutrifeed, BMR 30
19
Sugargraze
1. 2 cut Sweet Stem Jowar Crop
2. Brix 16% to 18%
3. Soft Stems with soft internodes
4. Suitable for silage
5. Drought tolerance
6. 2.5 mts height with no lodging
7. Highest yield capable up to 100 Mt per hector
• Jumbo
1. 3 to 4 Cuts with 50 Days interval
2. High leafy fodder
3. Soft Stems with soft internodes
4. Drought tolerance and high adoptability
5. Minimum height with good standability
6. Highest yield capable up to 70 Mt per hector
20
Nutrifeed
1. High protein (16% - 20%) and nutrient values
2. High metabolisable energy (10 mj/Kg)
3. No prussic acid unlike sorghum
4. Increase productivity of quality milk
5. Suitable for multi cut fodder feeding
7. Suitable for early feeding
• Pacific BMR
1. Low lignin, Softer and easier stem, cattle loves to eat
2. Strong vigorous seedlings
3. Improves digestibility and palatability
4. High protein (13% - 20%) and high metabolisable energy (10 mj/Kg)
5. Late maturity multi cut fodder crop
6. Good stand ability sweet stems
7. High bio-mass yielder and widely adoptability
21
Nutritional Value Comparison
Parameter JUMBO Sugargraze BMR - 6 NUTRIFEED Normal-Sorghum
Fodder – Mt/Ha/ Cut 70 mt 70 mt 80 mt 100 Mt 35 Mt
No. Tillers 4 -5 # 5-8 18 - 25 1-3
Leafy Fodder % 55% 45% 58% 68% 38%
Leaf Width 3” 4” 3” 2” 1.5”
Juice % 52% 56% 55% 58% 45%
Sweet Stems Yes Yes No No No
Digestibility % 58%% 58%% 70% 65% 45%
% of Crud Protein 9% - 12% 9% -16% 9% - 13% 12% - 18% 6% - 7%
M. Energy 9.8 10% 10% 10.2% 8
Drought Tolerance High Moderate Moderate High Moderate
HCN (Prussic Acid) Low Low Low NO High
No. Cuts 3-5 2-3 3-5 5-7 1-2
22
Metabolisable Energy vs Height
•JUMBO
10.5
M etab o lisa ble E n erg y (M /kg )
10
9.5
8.5
7.5
6.5
6
0.6 0.8 1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8
Height (m)
Pacific BMR Sweet Jumbo Nectar Superdan
Sugargraze Nutrifeed Speedfeed
23
•Protein vs Height
•JUMBO
24
Nutrifeed – a future premium Forage
1. High protein (16% - 20%) and nutrient
values
2. High metabolisable energy (10 mj/Kg)
3. No prussic acid like sorghum
4. Increase productivity of quality milk
5. Suitable for multi cut fodder
7. Suitable for early feeding
25
SWOT Analysis -
• STRENGTHS • WEEKNESS
High yielder with low water use Doesn’t go well with high nitrogen
High protein Doesn’t fit in single-cut market
No prussic acid Sensitivity on tillering
Multi cut
• OPPORTUNITIES • THREATS
Demand supply gap Low price SSG preferred in single
Dairy industry cut
Awareness for high nutrition Local Bajra available at low cost
Increase in exotic cattle Farmer practice of high seed rate
Broadcasting
26
Nutrifeed Marketing Strategy
Brand - Nutrifeed
Performance 2. Milk Increase

• Increase in milk
1. Bio-Mass
production
• High Yield – 70 mt/Ha
• High Energy – 10% 3. Milk Quality
• High Protein – 20% • Fat
• Lactose
• Vitamins
Milk Increase and Milk Quality project is under process with JRF & AAU, Anand
27
Nutrifeed performance Demos
Zone State No. Demos
Chandigarh Punjab 1250

Rajasthan 120
Delhi UP 240
Haryana 160
Pune MH 140
Hyderabad AP 100
Bangalore Karnataka 20
Tamilnadu 15
Ahmedabad Gujarat 80
MP 50
Kolkata Bihar 5
TOTAL 2180
28
Nutrifeed Performance – Punjab and Rajasthan
Mean Data of all demos
Jumbo Nutrifeed
Parameter SSG Jumbo Nutrifeed
Vs SSG Vs SSG
Seed Rate – Kg/ Ac 20 15 3
Cost Of Cultivation Rs./ Ac 3331 3466 3704 135 372
Yield Per Acre - MT 13 15 24
1st Cut 19 23 41 4 22
2nd Cut 15 19 33 4 18
3rd Cut 12 13 11 0 -2
4th Cut 0 0 0 0 0
5th Cut 0 0 0 0 0
TOTAL 46 54 85 8 38
Fodder Price per Mt 1100 1100 1100 1100 1100
Revenue per Acre Rs. 50958 59675 93000 8718 42042
Net Revenue per Acre in Rs. 47626 56209 89296 8583 41670
29
Nutrifeed Performance – Uttar Pradesh & Haryana
Mean Data of all demos
Jumbo Vs Nutrifeed
Parameter SSG Jumbo Nutrifeed
SSG Vs SSG
Seed Rate – Kg/ Ac 12 10 2.3
Cost Of Cultivation Rs./Ac 2300 2450 3000 150 700
Yield Per Acre - MT
1st Cut 13.9 14.4 22.96 0.5 9.06
2nd Cut 12 14 21.4 2 9.4
3rd Cut 12 14 16.9 2 4.9
4th Cut 0 0
5th Cut 0 0
TOTAL 37.9 42.4 61.26 4.5 23.36
Fodder Price per Mt 1100 1100 1100 1100 1100
Revenue per Acre Rs. 41690 46640 67386 4950 25696
Net Revenue per Acre in Rs. 39390 44190 64386 4800 24996
30
Anand Agri. Univ., Gujarat – Trail, Govt. Support
• Project initiated to estimate milk increase and measure quality milk

in Fat and vitamin changes after feeding.
• Sown 2 ha. of Nutrifeed along with local check and started feeding
the cattle on 19th of December
• As a green fodder yield Nutrifeed recorded highest 40 mt. per Acre.
• Tested Protein and recorded 16.8 % in dry matter, Highest in cereal

crops
• This results will be ready by February ’10.
31
Advanta
AdvantaIndia Limited
India Limited
Anand Agri. Univ., Gujarat – Trail, Data
Data recorded on 18th December ‘09
• Biomass yield recorded on 58 Days
 NUTRIFEED – 40 Mt per Acre

 Sweet Jumbo – 21 MT per Acre
 Normal Fodder Jowar – 18 Mt per Acre
• Nutrient Values
 NUTRIFEED – 16.8 Crude Protein

 Sweet Jumbo – 12.35 % Crude Protein
 Normal Jowar – 13 % Crude Protein
•
32
33
34
35
36
Milk Yield Calculation
37
Spl. Characters in Nutrifeed
• High protein fodder can be fed less quantity to fulfill the cattle
requirement
• High Digestible Nutrifeed can reduce Acidic problem in cattle which is

common problem now a days
• High Digestibility requires less feeding quantity and less area of forage
production
• High palatability and Metabolisable energy will increase milk increase
• Quality of the milk depends on quality feeding habits
• High vitamins in Nutrifeed can increase the calcium replacement every day
• High Nutrient character in Nutrifeed will increase the reproductive system

in Cattle.

Positioning
Nutrifeed to be position as a premium
brand for professional dairy farmer
 Bio – Mass Yield
 Milk Increase
 Milk Quality
39
Promotion
 Print Inputs
 Meetings
 Mass Communication
 Mass Media
 Compliments
 Animal Nutritionist
40
Marketing Mix


X
41
Co-Operative Dairies
Milk Collection
No. Co-Op No. Farmer
State Brand Capacity per
Dairies Numbers
Day
Uttar Pradesh 46 PARAG milk 14 Lakh lpd 7 lakhs
Punjab 11 VERKA milk 13 Lakh lpd 3 lakhs
Rajasthan 16 SARAS milk 8.8 Lakh lpd 5.4 lakhs
Haryana 5 VITA milk 5.5 Lakh lpd 3.5 lakhs
Gujarat 16 AMUL, SAGAR milk 32.2 Lakh lpd 18 lakhs
Maharashtra 49 MAHANAND milk 25 Lakh lpd 12 lakhs
Andhra Pradesh 10 VIJAYA milk 7.5 Lakh lpd 5 lakhs
All India 220 23 million lpd 75 lakhs
All states based on 2008 censes
42
Potential Pvt. Dairies
Milk Collection
Region No. Pvt. Dairies Major States
Capacity per Day
North 123 PB/ HR/ RJ/UP 165 lakh LPD
East 45 MP/WB 31 lakh LPD
West 117 MH/GJ 215 lakh LPD
South 54 AP/TM/KN 106 Lakh LPD
Total 339 517 Lakh LPD
States. in Dairy India

43
MNC’s in Dairy
MNC Milk Procurement Offering Products Brands

per Day
Heinz 6 lakh LPD Health Drinks Complan
Nestle 11 lakh LPD Confec., HD, Bever. Everyday
SmithKline 15 lakh LPD Confec., HD, Bever. Horlicks, Boost,
Beecham Maltova, Viva
Cadbury 10 Lakh LPD Confec., HD, Bever. Bournv. 5Star
Baskin Robbins 3 lakh LPD Ice creams B&R
Others 6 lakh LPD Confec., HD, Bever Pediasure
States. in Dairy India

44
Targeted Dairies – State wise
 Uttar Pradesh – 10 Important pvt. Dairies
 Punjab – Nestle and 10 important pvt. Dairies
 Gujarat – Amul Co-operatives and 5 important pvt.

Dairies
 Maharashtra – 15 important pvt. Dairies
 Andhra Pradesh – 5 Important pvt. Dairies
 Tamilnadu – 5 Important pvt. Dairies
45
Snap Shot of Strategic States
State UP Punjab Rajasthan Haryana Gujarat MH
Fodder Acreage Million Ha. 1.3 0.7 0.3 0.3 0.2 0.12
Acreage – Million Ha. Single Cut 0.2 0.2 0.1 0.1 0.1 0.02
Multi-Cut 1.1 0.5 0.2 0.2 0.1 0.08
Market Size - '000 Mt SSG 24 32 5.6 13.5 7.5 2.4
Multi-cut Bajra 1 1 0.9 0.7 2.1 0.4
African tall 2 4.3 1.4 2.3 1.4 1.8
Oats 13 12 1.1 6 0.4 0.2
Legumes 1.5 2.6 0.5 0.5 1.2 1.1
Cattle - million Exotic 2 2 1 1 0.6 1
Buffalo 6 5 4 5 2 3
Milk - million Lts Production 1735 900 870 800 730 710
Liters Per Cattle Productivity 1.8 3.6 2.8 3.1 4.2 4
Milk Capita Consum.-Ml 180 300 250 270 310 280
Industry Cooperative 9 11 16 12 13 7
Private 105 96 58 68 41 88
Av. Milk Price-Rs./Lt 18 16 16 18 20 22
Av. Fodder Price-Rs./Mt 700 1100 1200 1200 1100 1200
Source AHS SERIES – 10 – Livestock Censes
46
VF – Vapi trial data
Cattle Name Feeding Concentrates Milk Qty 25th Nov 2nd Nov
Laxmi BMR+Paddy Earlier - 8 Kg Morning 6 7
Straw Now - 6 Kg Evening 5 6
Variance Morning - 16% Evening - 20%
Taku BMR+Paddy Earlier - 8 Kg Morning 5 6
Variance Morning - 20% Evening - 20%
Bholi MP Earlier - 8 Kg Morning 3.5 4
Chara+Paddy
Variance Morning - 14% Evening - NIL
Punam Sugarcane Earlier - 8 Kg Morning 4.5 5
Tops+Paddy
Variance Morning - 10% Evening - NIL
47

48
Forage Products
•Sorghum
• JUMBO
• SUGARGRAZE •Pacific - BMR 6 of 59 Days in Mancher

• PACIFIC – BMR 6
•Millet
• NUTRIFEED
•NUTRIFEED of 58 Days in Pune

51
53
New Generation Fodder
54
55

Advanta India Limited

Enviado por

Dados do documento

Descrição original:

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Advanta India Limited

Enviado por

Direitos autorais:

Formatos disponíveis

1

Advanta India Limited

• 10 million cross breed

 122 million tonnes of Milk Production

 1st in Milk Production with 3.4% CAGR

 45 million liters milk processing per day in

• 320 co-operative dairies

• 520 Private Dairies

Exclusive Forage cropping – 10% of farmer land

Forage cropping area growing at 2.1% Year

Highest fodder prices last summer – Rs. 27/- per 10Kg

Low fodder crop yield – 9 to 11 Mt per acre

High seed rate – 30 to 45 kg per acre

High credibility for dairy Farming – Rs.1275 cr – SBI

Average18% milk price increasing – Rs. 36/- (6% Fat)

Capita consumption of milk gone up – 75 ml to 275 ml per day

Support from milk dairies – Seed distribution

Support from animal husbandry department - Subsidy

Military farms/ NGO/ Farmer clubs/ Institutes

 The ability of a forage to meet an

• 30% from Nutrition ( NDF, protein, Energy,

• 50% from feeding management and animal

• 55% of the forage Market

• 31% of the forage Market

August Local Traders dominating

September Sep to December

Multi-cut Bajra 7.2

African tall 17.2

Stage Forage Crop 2010 Sales

Fodder – Mt/Ha/ Cut 70 mt 70 mt 80 mt 100 Mt 35 Mt

No. Tillers 4 -5 # 5-8 18 - 25 1-3

Leafy Fodder % 55% 45% 58% 68% 38%

Leaf Width 3” 4” 3” 2” 1.5”

Juice % 52% 56% 55% 58% 45%

Sweet Stems Yes Yes No No No

Digestibility % 58%% 58%% 70% 65% 45%

% of Crud Protein 9% - 12% 9% -16% 9% - 13% 12% - 18% 6% - 7%

M. Energy 9.8 10% 10% 10.2% 8

Drought Tolerance High Moderate Moderate High Moderate

HCN (Prussic Acid) Low Low Low NO High

No. Cuts 3-5 2-3 3-5 5-7 1-2

Performance 2. Milk Increase

Chandigarh Punjab 1250

• Project initiated to estimate milk increase and measure quality milk

• As a green fodder yield Nutrifeed recorded highest 40 mt. per Acre.

• Tested Protein and recorded 16.8 % in dry matter, Highest in cereal

• This results will be ready by February ’10.

• Biomass yield recorded on 58 Days

 NUTRIFEED – 40 Mt per Acre

 NUTRIFEED – 16.8 Crude Protein

• High Digestible Nutrifeed can reduce Acidic problem in cattle which is

• High palatability and Metabolisable energy will increase milk increase

• Quality of the milk depends on quality feeding habits

• High Nutrient character in Nutrifeed will increase the reproductive system

Advanta India Limited

 Bio – Mass Yield

All states based on 2008 censes

States. in Dairy India

MNC Milk Procurement Offering Products Brands

States. in Dairy India

 Uttar Pradesh – 10 Important pvt. Dairies

 Punjab – Nestle and 10 important pvt. Dairies