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Mumbai tabela market
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Mumbai tabela market

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  • 1. Mumbai Tabela Market The Business Model Dr Capt Tanweer Alam Natural Remedies Bangalore [email_address]
  • 2. Market Size
    • Approx 1300 Tabelas
      • 900 on western track & 400 on central track
    • Minimum 100 animals in western track and 50 in central track
    • More than 1,00,000 milking buffaloes
  • 3. Pelar Kaman
  • 4. Production Cycle
    • Buffaloes kept in Tabela for about 10 months
    • If the milk production is less than 5 litre per day , they are sold to slaughter house @ Rs 15-20,000 or salvaged to Sidpur, Valsad, sabarkantha and banaskantha
    • Pregnant animals 2 months before parturition are salvaged.
    • Rate of Tabela milk Rs 34 per litre
  • 5. Tabela administration Owner of Tabela (Generally one ) Mehta (1 on every 100 to 120 Animals) Bhaiyaa (1 Mehta handles 5-7 Bhaiyya) Buffaloes (1 Bhaiyya Handles 20 Animals)
  • 6. Characteristics of Owner
    • Generations in this business
    • Clusters of tabelas independently owned by brothers / relatives , so the number of Tabela has increased
    • Deep interest in business and expansion plan
    • They decide on ‘feeding formula’based on
      • Experience
      • What others give
  • 7. Characteristics of Mehta
    • From UP or Bihar
    • Experience of more than 10 years in tabela, graduate from Bhaiyya
    • Used to ‘treat’ the animals of fever , anorexia , diarrhoea, acidosis and other common problems
    • Play very crucial role in making product acceptable , more so for therapeutic products
    • For feed supplements , they can be good endorsers
    • Not high expectations from supporting companies
  • 8. Role of vets
    • Total 15 – 20 Tabela practising vets in whole Mumbai
    Animals reported sick by Bhaiya Mehta treats If not responding, Owner calls Vet # Involving Vets in Business Model is also important
  • 9. General feeding trend
    • Green:
      • Para grass:6-20 kg and / or
      • Sugar cane and Top: 1-5 kg
    • Dry:
      • Paddy straw: 8-10 kg or
      • Wheat Straw: 8-10 kg
    • Dana : 9-11 kg
  • 10. Some examples of Feed calculation Sample 1 Body weight- 500 Kg Milk- 8 litre Sample 2 Body weight- 500 Kg Milk 7.75 litre Sample 3 Body weight- 450 Kg Milk- 8 litre Sample 4 Body weight- 500 Kg Milk 8 litre Sample 5 Body weight- 450 Kg Milk 7 litre 108 980 Required 169 MJ 1321 RDP Being given 107 965 Required 125 MJ 1175 RDP Being given 104 930 Required 107 MJ 1038 RDP Being given 108 980 Required 183 MJ 1299 RDP Being given 99 870 Required 125 (90) MJ 994 (1074) RDP Being given
  • 11. Suggested Business Model
    • One BE on every 50 Tabela
    • We may have about 15 BEs in Western track
    • One AM
    • Handling of the Distribution by BEs
      • Along with Milk supplier
  • 12. Activity plan BEs 1.Once a week visit to each tabela 2. Meeting Owners , Mehta and vets 3. All product promotion ( for old products lesser margin) 4. And for BE products margin of 40% Support Activities 1.Organising quarterly meet of the owners 2. Quarterly meet of Mehtas 3. Protional gifts like towel etc for them
  • 13. Expected sales:
    • After 6 months , about Rs 50,000 per BEs /month
    • After 1 year Rs 75-100,000 per BEs
  • 14. Challenges
    • Apparent resentment of the distributors
    • Selection of BEs
    • Cutting through competitors focus
  • 15. Customer need
    • Milkofat ( Replacing the Probiotic ,Byepass fat,liver tonic, calcium (?)
    • Mastitis
    • Disinfectant
    • Hair shaver ( every 3 months they spend Rs 15 per animal in manual shaving of hair)
    • Fly repellant