nutrifeed-ho

11Advanta India Limited

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

Facts – Indian Dairy Industry


Dairy Industry

Local Cow

Exotic Breeds

Milk Production in million MtMilk Animals in millions

Buffalo


Milk Production

4

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

Forage market dynamics


5

Dairy Market dynamics 11.2% growth in Exotic breeds. – HF/ Jersey. MurraHigh 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


6

• 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

Business Opportunities


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


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.


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 )


Fodder MixVolume in Million MT.


Industry Structure


Rank Companies SSG Corn Bajra Oats Legumes Total.

Market Share %age

1 Mahyco 9000 9000 6.02 Ankur 4300 4300 2.93 Kanchan 3500 3500 2.34 Nuziveedu 2500 2500 1.75 Vibha 2100 2100 1.46 Dhanya 860 200 1060 0.77 Ajit 650 650 0.48 Advanta 580 580 0.49 Krishidhan 540 200 740 0.510 J.K Seeds 500 500 0.311 Spriha 450 200 650 0.411 Shakti 450 150 600 0.411 Bio Seed 450 200 650 0.412 Amreshwer 430 150 580 0.4

Other organised 5000 500 200 5700 3.8Non- Branded 51000 15600 7000 34700 9400 117700 78.0

Total in Mt. 82310 17200 7200 34700 9400 150810

Fodder CompetitionVolumes in Mt


Fodder Market Segmentation


Geographic - SegmentNorthern India

Southern India

• 55% of the forage Market• High Milk Production•High Milk Availability – 340 gms/ per Day• SSG/ Oats/ Lucern

• 31% of the forage Market• Average Milk Production• Milk Availability – 200 gms/ per Day• Corn/ Napier/ Farm residues


15

January to March

75 K mt Market

SSG, Millets

Organized, Local players

April to August34 K mt MarketCorn, Napier, SSG, ResidueLocal Traders dominating

Sep to December44 K mt MarketOats and Lucerne/ BerseemLocal Traders dominating

JanuaryFebruary

MarchAprilMayJuneJuly

AugustSeptember

OctoberNovemberDecember

Season - Segment


Crop Mrkt. Size ‘000 MT

SSG 82.0

Multi-cut Bajra 7.2

African tall 17.2

Oats 34.7

Legumes 9.4

Total 150.5

Crop - Segment


Category

Market Size - Mt

Price Range – Rs. Dealer

price

Advt. Product

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

Price - Segment


SSG - Market

Advanta with Sorghum Power


Advanta Product Portfolio

Stage Forage Crop 2010 SalesCommercial JUMBO 1000 MtPC-MDT Sugargraze 20 MtPC-PDT Nutrifeed, BMR 30


Sugargraze1. 2 cut Sweet Stem Jowar Crop2. Brix 16% to 18%3. Soft Stems with soft internodes4. Suitable for silage5. Drought tolerance6. 2.5 mts height with no lodging7. Highest yield capable up to 100 Mt per hector

• Jumbo1. 3 to 4 Cuts with 50 Days interval2. High leafy fodder3. Soft Stems with soft internodes4. Drought tolerance and high adoptability5. Minimum height with good standability6. Highest yield capable up to 70 Mt per hector


Nutrifeed1. High protein (16% - 20%) and nutrient values2. High metabolisable energy (10 mj/Kg)3. No prussic acid unlike sorghum4. Increase productivity of quality milk5. Suitable for multi cut fodder feeding6. Drought tolerance7. Suitable for early feeding

• Pacific BMR1. Low lignin, Softer and easier stem, cattle loves to eat2. Strong vigorous seedlings3. Improves digestibility and palatability4. High protein (13% - 20%) and high metabolisable energy (10 mj/Kg)5. Late maturity multi cut fodder crop6. Good stand ability sweet stems7. High bio-mass yielder and widely adoptability


Nutritional Value ComparisonNutritional Value ComparisonParameter 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


6

6.5

7

7.5

8

8.5

9

9.5

10

10.5

0.6 0.8 1 1.2 1.4 1.6 1.8 2 2.2 2.4 2.6 2.8

Height (m)

Met

abol

isab

le E

nerg

y (M

/kg)

Pacific BMR Sweet Jumbo Nectar SuperdanSugargraze Nutrifeed Speedfeed

Metabolisable Energy vs Height•JUMBO


•Protein vs Height

•JUMBO


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 sorghum4. Increase productivity of quality

milk5. Suitable for multi cut fodder6. Drought tolerance7. Suitable for early feeding


• STRENGTHSHigh yielder with low water use

High protein No prussic acidMulti cut

• WEEKNESSDoesn’t go well with high nitrogenDoesn’t fit in single-cut marketSensitivity on tillering

• OPPORTUNITIESDemand supply gapDairy industryAwareness for high nutritionIncrease in exotic cattle

• THREATSLow price SSG preferred in single

cutLocal Bajra available at low costFarmer practice of high seed rateBroadcasting

SWOT Analysis -


Brand - Nutrifeed

Nutrifeed Marketing Strategy

3. Milk Quality• Fat• Lactose• Vitamins

2. Milk Increase• Increase in

milk production

1.Bio-Mass • High Yield – 70 mt/Ha• High Energy – 10%• High Protein – 20%

Milk Increase and Milk Quality project is under process with JRF & AAU, Anand


Performance

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Nutrifeed performance DemosZone State No. Demos

Chandigarh Punjab 1250 Rajasthan 120Delhi UP 240 Haryana 160Pune MH 140Hyderabad AP 100Bangalore Karnataka 20 Tamilnadu 15Ahmedabad Gujarat 80 MP 50Kolkata Bihar 5 TOTAL 2180


Mean Data of all demos

Parameter SSG Jumbo Nutrifeed Jumbo Vs SSG

Nutrifeed Vs SSG

Seed Rate – Kg/ Ac 20 15 3 Cost Of Cultivation Rs./ Ac 3331 3466 3704 135 372Yield Per Acre - MT 13 15 24

1st Cut 19 23 41 4 222nd Cut 15 19 33 4 183rd Cut 12 13 11 0 -24th Cut 0 0 0 0 05th Cut 0 0 0 0 0TOTAL 46 54 85 8 38

Fodder Price per Mt 1100 1100 1100 1100 1100Revenue per Acre Rs. 50958 59675 93000 8718 42042Net Revenue per Acre in Rs. 47626 56209 89296 8583 41670


Nutrifeed Performance – Punjab and Rajasthan

Parameter SSG Jumbo Nutrifeed Jumbo Vs SSG

Nutrifeed Vs SSG

Seed Rate – Kg/ Ac 12 10 2.3 Cost Of Cultivation Rs./Ac 2300 2450 3000 150 700Yield Per Acre - MT

1st Cut 13.9 14.4 22.96 0.5 9.062nd Cut 12 14 21.4 2 9.43rd Cut 12 14 16.9 2 4.94th Cut 0 05th Cut 0 0TOTAL 37.9 42.4 61.26 4.5 23.36

Fodder Price per Mt 1100 1100 1100 1100 1100Revenue per Acre Rs. 41690 46640 67386 4950 25696Net Revenue per Acre in Rs. 39390 44190 64386 4800 24996


Mean Data of all demos

Nutrifeed Performance – Uttar Pradesh & Haryana

Anand Agri. Univ., Gujarat – Trail, Govt. Support

Advanta India Limited

• 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.


Anand Agri. Univ., Gujarat – Trail, Data

• 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•

Data recorded on 18th December ‘09


Milk Yield Calculation


Spl. Characters in Nutrifeed

Advanta India Limited

• 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

Promotion


Print Inputs Meetings Mass Communication Mass Media Compliments Animal Nutritionist

Marketing Mix


X

Co-Operative Dairies

State No. Co-Op Dairies Brand

Milk Collection Capacity per

Day

No. Farmer Numbers

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


Potential Pvt. Dairies

43

Region No. Pvt. Dairies Major States Milk Collection Capacity per Day

North 123 PB/ HR/ RJ/UP 165 lakh LPDEast 45 MP/WB 31 lakh LPDWest 117 MH/GJ 215 lakh LPDSouth 54 AP/TM/KN 106 Lakh LPDTotal 339 517 Lakh LPD

States. in Dairy India4343Advanta India Limited

MNC’s in Dairy

44

MNC Milk Procurement per Day

Offering Products Brands

Heinz 6 lakh LPD Health Drinks Complan

Nestle 11 lakh LPD Confec., HD, Bever. Everyday

SmithKline Beecham

15 lakh LPD Confec., HD, Bever. Horlicks, Boost, 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 India4444Advanta India Limited

Targeted Dairies – State wiseTargeted Dairies – State wise

45

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

State UP Punjab Rajasthan Haryana Gujarat MHFodder Acreage Million Ha. 1.3 0.7 0.3 0.3 0.2 0.12Acreage – 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 0.08Market 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 3Milk - million Lts Production 1735 900 870 800 730 710Liters Per Cattle Productivity 1.8 3.6 2.8 3.1 4.2 4Milk Capita Consum.-Ml 180 300 250 270 310 280Industry Cooperative 9 11 16 12 13 7 Private 105 96 58 68 41 88Av. Milk Price-Rs./Lt 18 16 16 18 20 22Av. Fodder Price-Rs./Mt 700 1100 1200 1200 1100 1200

Snap Shot of Strategic States

Source AHS SERIES – 10 – Livestock Censes


VF – Vapi trial data

47

Cattle Name Feeding Concentrates Milk Qty 25th Nov 2nd NovLaxmi BMR+Paddy

StrawEarlier - 8 Kg Morning 6 7

Now - 6 Kg Evening 5 6 Variance Morning - 16% Evening - 20%Taku BMR+Paddy

StrawEarlier - 8 Kg Morning 5 6

Now - 6 Kg Evening 5 6 Variance Morning - 20% Evening - 20%Bholi MP

Chara+Paddy Straw

Earlier - 8 Kg Morning 3.5 4

Now - 6 Kg Evening 4 4 Variance Morning - 14% Evening - NILPunam Sugarcane

Tops+Paddy Straw

Earlier - 8 Kg Morning 4.5 5

Now - 6 Kg Evening 5 5 Variance Morning - 10% Evening - NIL

Forage Products

•Sorghum

• JUMBO

• SUGARGRAZE

• PACIFIC – BMR 6

•Millet

• NUTRIFEED

•NUTRIFEED of 58 Days in Pune

•Pacific - BMR 6 of 59 Days in Mancher


New Generation Fodder

nutrifeed-ho

Documents

lakh mt advanta india

milk price

market value rs

market value rs

quality advanta india

mt market oats

mt market corn

average price rs