This document provides a summary of an internship report for Fowler Westrup India Pvt Ltd focusing on opportunities for rice milling applications in Sri Lanka, Myanmar, and Bangladesh. Key conclusions from market mapping include an estimated potential for rice milling machinery business of $73.057 million in Bangladesh, $34.86 million in Myanmar, and $14.45 million in Sri Lanka over 3-5 years. Recommendations for each country focus on targeting specific millers, addressing problems like power issues and quality control, and promoting at upcoming agriculture exhibitions.

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EXECUTIVE SUMMARY REPORT
I. STUDENT INFORMATION
Name: Harshwardhan Shripad Kulkarni Enrollment Number: 15BSPHH011098 Batch: 2015-2017
Course registered: MBA Institute: IBS Hyderabad Mobile number: (+91)7660855945
Permanent Address: Flat no A11, Meghmalhar apartment, Sudhakarnagar, Kolhapur- 416012.
Email ID: harshandbros@gmail.com
II. ABOUT THE ORGANISATION
Name of the organization: Fowler Westrup (India) Pvt Ltd
Address: Plot No 60-63, KIADB Industrial Area, Malur-563160, Kolar District (India)
Telephone: +91 8152 282500 Fax: +91 8152 282555 Website: www.fowlerwestrup.com
Business Brief: Fowler Westrup is a global leader in providing solutions for Grain Storage Silo System,
Post Harvest Agricultural processing machinery for Seed and Grain, Opto-Electronic Color Sorter, Grain
conveying equipment, Rice Milling, Oil filtration and Regeneration system. Fowler Westrup is a Joint
Venture between John Fowler of India and Westrup A/S of Denmark.
Fowler Westrup has its own state of the art manufacturing plant situated at Malur, India. The company
has worldwide presence in over 39 countries.
III. TITLE OF THE INTERNSHIP REPORT
“Market mapping of Rice milling application opportunities in Sri Lanka, Myanmar and Bangladesh”
IV. OBJECTIVE OF THE INTERNSHIP
 The Internship at Fowler Westrup was mainly focused on the study of International Business
opportunities for particularly the Rice Milling Application in South and South-east Asian
Countries. The company sees an opportunity to do business in these countries in the upcoming
years.
 The Internship also focused on understanding the entire product line of the Fowler Westrup and
its applications.
V. BACKGROUND AND BOUNDRIES OF THE PROJECT
 The Internship project was Limited to the study of selected countries.
 The project was limited to only Rice milling application opportunities in these countries and did
not involve the other products like Transformer oil Regeneration and Filtration systems, Fluor
Mill applications etc.
 The data to be used for market mapping was mainly secondary data and did not include Primary
source of information.

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VI. METHODOLOGY USED
Sr.
No
Approach of the project
1 Introduction to some Quick Facts about each country gave the general information to do
business in the country
2 Study of Demographics and Geography of each country which was used to know the major
cities to do business in the country and the culture of the country
3 Study of Some useful Macroeconomic Indicators of Each country indicated the health of nation
4 Study of Bilateral Trade between India and each country, the significance of EXIM bank of India
in doing business, the certifications needed to export to these countries and the Indirect Tax
structure inside these countries
5 Study of the Agriculture sector of each country to know which are the major crops in these
countries and the significance of paddy
6 Study of the Paddy production in each country that involves the major paddy producing areas in
the country and their statistics
7 Study of the Milled Rice production in each country which will give insights about the Milling
capacity or potential of the country
8 Study of the Value Chain of Rice from Farm to Fork in these countries which will put a focus on
who are the decision makers in the supply chain, the cost to millers, the problems faced by
millers in these countries and the distribution design of rice industry
9 Study of the Imports of Rice Milling Machinery inside these countries and the export from India
to these countries which will help to estimate the value of business that can be done with these
countries
10 The collection of details of Rice Millers in the country located at various regions which are our
potential customers in these countries
VII. KEY CONCLUSIONS
 Considering the previous trends in milled rice production, we can estimate that for upcoming year a
minimum of 34600 (1000 M Ton) of milled rice is going to be produced in Bangladesh, 12200 (1000
M Ton) in Myanmar and 3300 (1000 M Ton) in Sri Lanka.
 The major countries from which Bangladesh Imports Rice mill machinery are India, China,
Switzerland, United Kingdom, Thailand, and Germany. Whereas the main countries which supply
rice mill machinery to Myanmar are China, Thailand, Korea, Japan, India, Vietnam, and Germany.
And the major countries Sri Lanka imports Rice mill machineries are from China, India, Spain,
Switzerland, Korea, and Japan.
 Four types of commercial rice mills are identified in the Bangladesh, they are: Traditional rice
hullers, Husking rice mills, Semi-automatic rice mills and Automatic rice mills, and the numbers are
100000, 14139, 457 and 142, respectively. The total market size of rice milling is Taka 64854 million
employing 0.26 million labor forces. Out of which the data of only 176 Rice Mills could be found out
with the help of various websites.
 It is estimated that there are nearly 15477 rice hullers with capacity of 2 TPD,1220 medium sized
mills with milling capacity of smaller than 15 TPD,224 new modern rice mills having milling capacity
of greater than 40 TPD, and 6 Parboiled Rice mills in Myanmar. Out of which the contact details and
location of 173 Rice mills have been found out. Out of which there are about 34 numbers of major

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exporters of rice from Myanmar. A total of 81 contacts of various Rice mill machinery and spare
parts dealers and suppliers have been found out.
 It is estimated that there are around 5000 Rice Mills located in Sri Lanka. Out of which the data of
only 659 Rice Mills could be found out with the help of various websites. One of the biggest Rice
mills in Sri Lanka are Nipuna Rice mill, Araliya Rice Mill, New Rathna Rice Mill, Rayin Rice Mill,
Pulathisi Rice Mill, Kinam Rice Mill, CIC Rice processing complex, Riceylon Pvt Ltd, Ekanayake Rice
Mill etc.
VIII. RECOMMENDATIONS-CARVING THE WAY FORWARD
 In the order of potential of Rice Milling Machinery Business, Bangladesh scores heavily with an
estimated potential of INR 73.057 Crore over a period of 3-5 years.
 Followed by Myanmar with an estimated potential of INR 34.86 Crore over a period of 3-5 years.
 And then Sri Lanka with an estimated potential of INR 14.45 Crore over a period of 3-5 years.
 Having analyzed the problems faced by millers and the value chain in each country, it is
recommended that:
For Bangladesh
1) Engel burg rice huller which is used by 95% rice millers can be targeted to convert to Fowler
Westrup Dehusking machine with rubber roll Sheller and emery polisher that could save 2-4% of
whole rice loss with no broken rice. Considering milling of about 27 million tons of paddy annually
could save 0.648 million tons of milled rice, i.e. almost quarter of the total whole rice deficit of the
country.
2) The company should target the Dhaka based mill machinery importers like Brothers international
Ltd, Borhan international Ltd, and Abbas Agro equipment Ltd.
3) There are few local mill machinery manufacturers which should be targeted or discussed about
doing the business in Bangladesh local market. Important amongst them are Auolia Engineering
Workshop and Edris Engineering Workshop in Dinajpur.
4) To providing a maintenance free rice mills in the market of Bangladesh due to lack of skilled machine
operators and maintenance personals.
5) Also the Bangladeshi millers face problem of lack of supply of quality spare parts which should be
focused upon seriously as it has a very high growth potential in upcoming years.
6) The problems of storage facility can be resolved by providing Silo storage solutions.
7) In mostly all the developing countries, millers face the problem of transporting paddy from farm to
mill. This can be resolved by developing the unique and innovative “MILL ON WHEEL” concept. This
concept of rice mill as a locomotive which can be moved from one location to other can address the
problem. It will be a mobile rice mill.
8) The upcoming events in Bangladesh where the promotion can be made are:
 Rice and grain tech expo on 24 – 26 November, 2016 at International Convention City Bashundhara
(ICCB), Dhaka, Bangladesh.
 Agro machinery and seed expo on 09-11march 2017 at International Convention City Bashundhara
(ICCB), Dhaka, Bangladesh.

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For Myanmar
1) The Rice Specialization Companies (RSC) in Myanmar can be targeted as most of the mills are owned
by them.
2) The Myanmar Rice Federation can be targeted through various rice mill machinery exhibitions that
are going to be held in Myanmar.
3) One of the main problem problems faced by exporters of rice in Myanmar is, the paddy which they
buy from farmers has a mixture of many varieties of rice. Some low quality of rice is mixed with
higher quality rice. This mixing of rice devaluates the processed rice. Thus a machine which will sort
out different varieties of rice depending on the color and size of grain will be a great help to millers
to gain high price for processed rice.
4) The problem of “Sun cracking” can be resolved by providing storage systems with efficient and even
drying
5) To provide a substitute power generator or renewable energy generation system that will ensure
the consistency of power throughout the operation.
6) The upcoming events in Myanmar where the promotion can be made are:
 2016 Myanmar International Agriculture Techniques & Equipment Exhibition on Jul.15-18, 2016 at
Myanmar Event Park (MEP), Yangon.
 AGRI MYANMAR 2016 on Sept. 28 - 30, 2016 at Myanmar Convention Centre, Yangon.
For Sri Lanka
1) The Sri Lankan Market for Raw Rice Milling Machinery can be targeted by promoting Fowler
Westrup Rice mills in efficient Paddy Separators, Abrasive polishers, Graders/ Sinters, Aspirators and
Destoner.
2) Whereas the Sri Lankan Market for Parboiled Rice Mills can be targeted by promoting Fowler
Westrup Rice mills in efficient Pre-Cleaners, Dry and wet polishers, Graders/ Sinters, Color Sorters,
Dryers and Destoner.
3) The Paddy Marketing Board and The Institute Post Harvest Technology can be targeted for
promotion of Fowler Westrup Rice Mills.
4) The upcoming events in Sri Lanka where the promotion can be made are:
 Rice Tech Expo from 17-19 June 2016 at Sri Lanka Exhibition & Convention Centre
 A large rice mill is to be installed in Anuradhapura.
IX. SPECIAL RECOGNITION
While working on the project, a new Tagline is developed for the complete Rice Milling Line which
was appreciated by the Managing director of the company and suggested it can be used for the
promotion of entire rice milling line of Fowler Westrup. The tag line is as follows:
Have you seen paddy generate pearl? ...
Then take it through the Fowler Westrup Yamamoto Rice Milling Machine!