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Agrievolution
1. Changes needed in Agriculture Equipment Future Imperatives Presented by – Rohtash Mal, President – Tractor Manufacturers Association, India Member CII National Committee on Rural Development, India ED & CEO Escorts Ltd
3. India is set to become 3 rd Largest Economy by 2014 (%) Population growth is slowing Literacy is rising GDP Ranking – PPP 4 th , Nominal 11 th Agriculture growth draws highest attention from Government of India to take the overall GDP growth in double digit figure. 1.0 3.5 6.0 8.9 GDP - 28 years of high growth 0 2 4 6 8 10 1900-1950 1950-1980 1980-2002 2002-2009 1.0 2.2 2.1 1.8 1.5 0 0.5 1.0 1.5 2.0 2.5 1901-1950 1951-1980 1981-1990 1991-2000 2001-2010 (%) 17 52 65 80 0 20 40 60 80 100 1950 1990 2000 2010 (proj) (%)
7. Key Drivers for the Agricultural Equipment Industry: The Agricultural Equipment market is driven by several factors GOVT. INVESTING 244 Mil $ PER DAY IN RURAL DEVELOPMENT
8. Potential Exists in Improving Farm Power per Hectare Source : World Bank Despite India is Largest Tractor Producer HP / Ha is low. West Germany Italy UK France Poland Korea USA Turkey Brazil Russia Pakistan India
9. Credit Squeeze Credit Squeeze, Drought and Stock Correction Credit Squeeze & Drought CAGR 1974-79 : 15% 1980-85 : 1% 1986-91 : 13% 1992-97 : 11% 1998-03 : -9% 2004-09 : 10% Largest Tractor Market in World, Set to cross 500,000 tractors a year mark, Upsurge in demand to continue Indian Tractor Industry Trend
10. Source: Sinocast China Business Daily, 01/04/2006 United States [2.4%, 95%] Western Europe [3.9%, 95%] Former Soviet Union [14.4%, 80%] Argentina [9.4%, 75%] India [52%,30%] China [64.9%, 38%] Africa [60%, 20%] ( ) Figures indicate population engaged in Agriculture & level of farm mechanization Agriculture: Engaged Population & Farm Mechanization Huge Gap in Mechanization levels Brazil [14.8%, 75%]
11. Mechanization Potential Across Ag Value Chain Tillage& Seedbed Preparation Sowing/ Planting Fertiliser Application Irrigation Harvesting Post Harvesting Inter Cultivation Plant Protection Crop Cycle Rice Horticulture Sugarcane Potato Maize etc Grains Horticulture Sugarcane Potato Maize etc Straw/stalks Forage All Crops All Crops Storage Trash Management All Crops All Crops Crop Care Mechanisation High Low
12. Huge Potential in Tillage and Seeding & Planting Global Scenario Current Indian Practice Right size and price are imperative for leveraging the potential
13. Enormous Scope Exists in Plant Protection Mechanisation Global Scenario Current Indian Practice Appropriate technology shall give the first mover advantage
14. Grain Harvesters in India are limited to few crops and Geography Global Scenario Current Indian Practice Small but efficient harvester for all crops needed
15. Shortage in Farm Labour Pushing Mechanization in Harvesting Solutions Global Scenario Current Indian Practice Sugarcane & Cotton harvesting is high priority Agenda
16. Vast Potential is opening up in Hay Forage and Trash Management Global Scenario Current Indian Practice Emerging market for Baler, Chopper and Silage equipment
17. Key To Success In Indian Market Right sizing of technology & Adoptability
26. “ ESCORTS GROUP” Strive to propel change in the Indian Farming Landscape by leveraging its expertise build over 50 years’ experience in India & Global markets.
THEY DID NOT BRING SOLUTIONS BUT BASIC QUESTIONS AND LEARNT KNEELING DOWN
KEY TO SUCCESS – INDIAN MANAGEMENT Multi Pronged Strategy Dove to Selling washing soaps to bathing soaps Leverage R&D capability State of the art cars to capture the A Segment High Aspirations Low Income Market Shampoo Sachet/CIGGIE STICK/PCO Logistics HLL Rural thrust-DRILLING THRU ROCK SUZUKI OWN TRUCK FLEET /SERVICE STATIONS ITC chaupal-rural microcredit LOCAL SOLUTIONS AIRTEL-DEFYING THE CAPITAL MYTH
GM and Ford – Never recognized the fact that the 2-box cars are the ‘big market’ Pepsi, Coca-Cola, thirst quencher at 10 bucks kellogs – Taste of India ENRON –DIDN’T READ REGULATORY MINEFIELD “ Staying power is meaningless if staying on has no meaning”
ASSUMPTION-INDIA IS LIKE WE ARE-THE ARROGANCE OF CORPORATIONS Unified global Strategy replicated in India Kellogs Coke Advertising – Initial days- international Ads---NOW THANDA Hertz Car Rental DishWashers --------------------------------------------------------- Tastes for India – Not kept in mind KFC –FELL FLAT Kellogs – Parantha advt. --------------------------------------------------------- Indian Values and Attitudes Whirlpool– Grahini takes pride in her work So convenience can’t be pitched. Finally Mummy ka Magic DishWashers=WATER/SOAP/GRIME/SERVANTS ------------------------------------------------------------- ‘ Non- value right’ products Lacoste PierRe Cardin GM and Ford did not launch a 2 Box product ----------------------------------------------------
STAYING POWER IS MEANINGLESS IF STAYING HAS NO MEANING
Its all about consumer Insights Come with an open mind Learn Learn Learn / Unlearn Unlearn Unlearn/ Sachet Story of HLL Cigarette Retailing
