Justificación del Estudio

Distribution Network for Cattle/Poultry Feed

Cattle/poultry feed is sold through a network of dealers/retailers established in the states of Punjab, Haryana, Uttar Pradesh (UP), Uttaranchal, Bihar and Rajasthan.

Our marketing personnel visits the villages to educate the farmers on the importance of wellness of the cattle and the various benefits of a balanced diet. This has helped us to establish a close connectivity with the farmers and helped increase our customer base.

Distribution Channels:

We market our products through Distributors, Marketing Agents and Dealers/ Retailers. The structure followed by us in various states is as below:

Distributors:

These are single party exclusively appointed for a pre-defined territory. These distributors work with our staff and are restricted from stock and sale of directly competing brands, depending on the prevalent market practices. However, the distributors pricing towards the dealers and retailers is not decided by us.

Dealers/ Retailers:

The dealers/ retailers are part of the open trade network. These people typically stock all brands. Our Company freely appoints dealers in the geographical area.

We sell our poultry feed through our Sitarganj facilities and the marketing set up for cattle feed is used for to caters to the poultry feed market.

We have also entered into an agreement with Tata Chemicals Limited wherein they purchase from us in wholesale quantities of cattle feed manufactured and supplied by us under their trademark. The relationship between us and Tata Chemicals is on principal to principal basis. Both of us are at liberty to sell the cattle feed to customers/consumers without any territorial restrictions.

The agreement entered into is valid for a period of three years from the date of signing and can be renewed for a further period by mutual consent.

Sales Force Training

The sales force training is typically conducted twice a year. It is conducted in a span of a week to 10 days prior to the commencement of their employment. It is generally a 2-3 days program which includes technical / product related training as well as sales training. This training is conducted by external consultants who are recognized experts in this field.

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Customer Centric

We are highly customer centric. The sale of cattle feeds largely depends upon the level of awareness amongst farmers which differs from farmland to farmland. Our sales personnel visit from time to time dealers/retailers and farmers of different regions based on the schedule drawn internally. We educate the retailers/farmers on animal hygiene & nutrition and prescribe the feed required for healthy cattle. Our access to large number of dealers/retailers is a huge barrier to the new entrants in the industry because such a database built-up requires not huge capital but years of experience. Our presence in this segment for the last five years has enabled us to establish ourselves right from grass root levels.

Training and Awareness Programs for Cattle Feed

In case of the cattle feed segment our customers are farmers. We carry out extensive training and awareness programs amongst them to create awareness about animal hygiene and nutrition and explain how our cattle feed products help in keeping their cattle healthy. Our focus remains on educating the farmers about the bad effects on the health of their cattle caused by unscientific feeding approach. We communicate with farmers to help them understand the right mixture of ingredients for their cattle feed and how our products fall in line with the best of the quality.

Training and Awareness Programs for Edible Oil

We conduct extensive training and awareness programs to create awareness for our edible oil products amongst the consumers. Our focus remains on educating people about the bad effects on the health and wellness caused by the high intake of unhealthy oil and how healthy edible oil product’s regular use would affect the heart and health in a positive way.

Competition

Our competition depends on the products being offered by various companies in the organized segment besides several other factors like quality, price, capacity to deliver etc. Competition emerges not only from organized sector but also from the unorganized sector and from both small and big players. In an organized segment we face competition from Ruchi Soya, Cargill, Markfed, K S Oil, Sanwaria Agro Oil, etc.

Health and Safety of Workmen

We have policy in place for health and safety for our workmen which has following salient features: ƒ Compliance with relevant Safety and Statutory Regulations and Rules both in letter and in spirit.

ƒ Maintenance of safe, healthy and congenial working atmosphere by constant monitoring of environment around the work place.

ƒ Ensuring cleanliness of work place in compliance with the relevant regulations.

ƒ Providing work force with ongoing knowledge/instructions on work procedures and safety precautions. ƒ Conducting classes on safety, first aid training, fire fighting, mock drills, safety audit, risk analysis studies,

etc.

ƒ Ongoing assessment on the status of safety, health and environment at the work place and take appropriate measures to improve the same.

ƒ Obligation and responsibility on every employee to perform the tasks ensuring complete safety. We comply with applicable health and safety legislations and other requirements.

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