Food processing


Published on

Potentials of food processing Industry in India
Projects having scope at

Published in: Business

Food processing

  1. 1. Market Assessment of Food and Food Processing Industry in India Final Review 4 March 2014 Tecnova’s Presentation for Italian Trade Agency
  2. 2. 2 Table of ContentsTable of Contents  India Macro-economic Overview  Food Habits in India  Processed Food Industry in India  Processed Food Distribution Formats in India  Processed Food Industry Overview  Competition Analysis  Developments in Processed Food Industry  Regulatory and Custom Duties Analysis  Presence of Italy in Indian Food Industry  Food Processing Machinery  Industry Overview  Major Target Industries for Machinery Manufacturers  Customer Concentration  Cold Storage Overview  Packaging Machinery Overview  Conclusion and Recommendation 2
  3. 3. 3 India Macro-economic Overview 3
  4. 4. 4 The Indian DimensionThe Indian Dimension Location Southern Asia, bordering Arabian sea and Bay of Bengal, between Burma & Pakistan Area Total: 3.3 Mn. Sq.Km (7th largest in the world) Land area: 2.97 Mn. Sq. Km Land boundary: 14,000 km Coastline: 7,000 km Climate South: Tropical monsoon North: Temperate Terrain South: Upland Plain (Deccan plateau) West: Dessert region North: Himalayan mountain range Rolling plain along the Ganges river Natural resources Iron ore, manganese, mica, bauxite, rare earth elements, titanium ore, chromite, natural gas, diamonds, petroleum, etc Land use Arable: 48.8%; Other: 48.37% Capital New Delhi State and territories 28 States and 7 Union Territories Official languages Hindi and English North West East South 4
  5. 5. 5 Indian Geographical ClassificationIndian Geographical Classification 8 1.2 Bn Population 5 Majority of packaged food consumption will be concentrated in the metros, cities and towns
  6. 6. 6 The Story so Far…The Story so Far… Source: Census 2011 * Proportion of dependent population (0-14, Above 65 age group) to working population (15-64 age group) Technological/Infrastructure Advancement Mobile penetration 61.4% (752M) International Airports 17 Internet penetration ~15% (~200M) 6
  7. 7. 7 Indian DemographicsIndian Demographics * As per Census 2011 (latest census available) Source: MOSPI 65% of the population falls in the working age group of 15-65 years leading to rise in disposable income Population classification by age group With 1.2B population, India is the second most populous country making it a huge market for processed food companies 7
  8. 8. 8 Metros of IndiaMetros of India Chennai Bangalore Hyderabad Kolkatta Delhi Mumbai Ahmedabad Pune ~7% of India’s population lives in metros; a high potential segment for processed foods Metro Population (Mn, 2011) Literacy Ratio (2011) Mumbai 23.5 82.0% Delhi 16.8 76.2% Kolkata 4.4 81.3% Chennai 4.6 82.3% Bangalore 9.6 79.4% Hyderabad 4.0 72.5% Ahmedabad 7.2 77.0% Pune 9.4 77.3% Total (8 Metros) 79.5 78.5% Source: NCEAR & Census 8
  9. 9. 9 Major Cities in IndiaMajor Cities in India City Population (Mn, 2011) Literacy Ratio (2011) Metros (8) 79.5 78.5% Surat 6.1 76.5% Kanpur 6.4 71.1% Jaipur 6.7 66.0% Lucknow 4.6 70.3% Nagpur 4.7 80.3% Bhopal 2.4 72.1% Coimbatore 3.5 77.1% Faridabad 1.8 72.1% Amritsar 2.5 68.9% Ludhiana 3.5 73.9% Chandigarh 1.1 76.8% Jalandhar 2.2 74.3% All 20 Cities 125 76.2% 9 Chandigarh LucknowJaipur Amritsar Jalandhar Ludhiana Surat Bhopal Kanpur Nagpur Coimbatore Faridabad Tier I cities will drive the demand for Ready-To-Eat (RTE) and processed foods as there is a steady increase in number of working women in these cities Source: NCEAR & Census
  10. 10. 10 Income group classificationIncome group classification Aspirers and Middle Class groups are expected to riseAspirers and Middle Class groups are expected to rise 25 million (2%) 164 million (13%) 431 million (34%) 647 million (51%) Population (% of total population) Annual Income Above US$60,000 per annum 4 Mn Households Between US$12,000– US$60,000 per annum 28 Mn Households Between US$5,400–US$12,000 per annum 75 Mn Households Less than US$ 5,400 per annum 114 Mn Households • Source: NCAER (National Council for Applied Economic Research); Average household size in India: 4.8 • NCAER reports income levels at 2001-02 prices; to bring these to current prices (2010-11) income levels, a conversion factor of 2.7 has been taken to adjust the nominal per-capita income growth. 10 With majority of consumption lying with the Middle Class and Aspirers, these two groups are expected to play a critical role in the development of processed food industry in India
  11. 11. 11 Rate of InflationRate of Inflation WPI: Wholesale Price Index; CPI: Consumer Price Index Source: Central Statistical Organisation (CSO) While WPI has been largely volatile, CPI has been increasing consistently indicating that consumption in India is increasing 11
  12. 12. 12  ADB – Asian Development Bank  BRICS  ASEAN  Commonwealth of Nations  FAO – Food and Agriculture Organisation  G-15, 20, 24, 77  ICC – International Chamber of Commerce  IMF – International Monetary Fund  IMO – International Maritime Organisation  ISO – International Organisation for Standardisation  ITUC – International Trade Union Confederation  SAARC – South Asian Association for Regional Cooperation  UN – United Nations (and those that come under UN)  WFTU – World Federation of Trade Unions  WTO – World Trade Organisation India is a member of more than 65 international organizations. The predominant ones are listed below. For complete list, refer to the attached excel India has been a founding member of a number of international organizations, and hence exerts significant influence on policy making International Agreements Joined by IndiaInternational Agreements Joined by India 12 International Agreements
  13. 13. 13  South Asian Countries (SAFTA)  Bangladesh  Bhutan  Maldives  Nepal  Pakistan  Sri Lanka  Afghanistan  Japan  South Korea (India-Korea CEPA)  ASEAN (AIFTA)  Brunei Darussalam  Cambodia  Indonesia  The Lao PDR  Malaysia  Myanmar  Philippines  Singapore  Thailand  Vietnam India currently has Free Trade AgreementsIndia currently has Free Trade Agreements (FTAs) with…(FTAs) with… FTAs are beneficial for companies with manufacturing facilities established in partner countries (above) making them entitled in import duties reduction 13 The much talked about bi-lateral trade agreement between India and EU is still pending due to few last mile hurdles
  14. 14. 14 Food Habits in India 14
  15. 15. 15 Food Habits in Each Region Vary withFood Habits in Each Region Vary with Climate, Topography, Culture & HeritageClimate, Topography, Culture & Heritage  India is a culturally rich & diverse nation having varied lifestyles, religions, art, culture, attire & food.  Weather & topography vary widely with region:  North: Closest to the Himalayan range, hilly regions with extreme weather conditions; high fertility area with high wheat production  West: Arid areas of Rajasthan and Gujarat – which are dry and hot through most of the year. In some coastal areas of Maharashtra, fish is the staple diet  South: Temperate climatic condition all through the year; high rice production & consumption area  East: Hilly regions with varying weather conditions; East is the poorest regions of the country North West East South 15
  16. 16. 16  Indians take food very passionately  Mealtimes are considered as occasions and time for families to get together and spend quality time.  Fresh cooking is essential in most Indian homes, with limited preference for stocked food  Most meals comprise of several dishes ranging from staples like rice and breads, to meat or vegetables, rounded off with a dessert A typical Indian meal includes… Appetizers/ Starters Salad, Soup, etc. Main Course Curry & Dry Dish  Vegetarian – Lentils, Cooked Vegetables (Potato, Cauliflower, Okra, mixed vegetables, etc.)  Non-vegetarian – Egg, Chicken, Mutton, Fish, etc. Side items  Yoghurt/ Raita  Papad (thin & crispy bread made of lentils/ wheat  Chutney (Herb-based thick sauce accompanying breads) Indian Breads  Roti/ Chapati, Parantha, Puri, Naan Rice  Biryani, Pulao, Jeera rice, Plain rice Dessert Milk-based desserts like Kheer, Gulab Jamun, Halwa, etc. Diversity of Food in IndiaDiversity of Food in India 16
  17. 17. 17  North Region – Madhya Pradesh, Uttar Pradesh, Haryana, Punjab, Himachal Pradesh, and Jammu and Kashmir  Wheat-breads are the staple diet which accompany all meals  Largely meat-based diet characterized by tandoori-style cooking methods  Fair amount of cooking is done using deep frying in oil  High consumption of milk and milk-based products  High consumption of fresh fruits such as apples, cherries, plums and strawberries which are unique to this region due to its cooler climate.  Increasing number of households are shifting toward replacing traditionally made food items such as curd and cottage cheese with packaged items (packaged curd or cottage cheese) Punjabi Food Food served with milk-based beverage (Lassi) Regional Food Habits – NorthRegional Food Habits – North 17
  18. 18. 18  Southern India – Andhra Pradesh, Karnataka, Goa, Tamil Nadu, and Kerala  Primarily vegetarian population barring coastal areas where fish is a staple diet  Rice is abundant & appears in almost every dish during a meal & are eaten in multiple forms  Tamarind and coconut form the base for most preparations, with most curries based in coconut gravy  Hot spicy foods are cooked, with chettinad cuisine being one of the most fiery  Food is often eaten on banana leaves  Major shift is seen in people moving towards ready-to-use packaged food items for idlis and dosas, rather than going through the relatively longer process of preparing the batter in- house Food served on a banana leaf Idli, Dosa Regional Food Habits – SouthRegional Food Habits – South 18
  19. 19. 19  Western India – Rajasthan, Gujarat, and Maharashtra  High demand of dairy products, including yoghurt, buttermilk, cow's milk, and goat's milk  Rice is the staple food grain  Goan cuisine is dominated by rice, coconut, fish and seafood  Gujarati cuisine is largely vegetarian, with a hint of sugar or jaggery in every preparation  Peanuts and coconut are widely used  Other popular cereals include gram flour, bajra and corn Goan Fish curry Gujarati Thali Regional Food Habits – WestRegional Food Habits – West 19
  20. 20. 20  Eastern India - Orissa, Bihar, West Bengal, Assam, Meghalaya, Tripura, Mizoram, Manipur Nagaland, and Arunachal Pradesh  Relatively more simplistic and less elaborate food  Characterized by a variety of different types of rice  Predominantly fish eating population in coastal areas  Common practice to eat steamed food, e.g.: momos  Curries include lot of poppy, mustard and cumin seeds, cumin seeds  World famous for sweets Sandesh Rasagolla Momos Regional Food Habits – EastRegional Food Habits – East 20
  21. 21. 21 Changing Trends in Consumer PreferencesChanging Trends in Consumer Preferences for Foodfor Food  Growing middle class population and household incomes are driving people to spend more on food  Increasing cases of lifestyle diseases have resulted in shift towards healthier food options such as fruit juices, pro-biotics, cereals and oats  Shift in consumption preferences & increasing demand is driving the food companies to introduce innovative products such as digestive biscuits, fortified dairy products, etc.  Increased demand for processed & packaged products with high shelf-life  Willingness to pay a premium for value-added products such as cheese, butter, flavoured milk  Overall change in palate and preference for newer varieties of food due to western influence 21
  22. 22. 22 Key Markets and Product Preferences (1/2) 22 West  Being the key port region, majority of players have a presence in this region  Market is led by Modern retail channels and HORECA segment, also has a significant grey channel Product Preference  Biggest market for candies and confectionary  Key market for fruit based flavours, especially strawberry and orange North  Second most important market  Market led by wholesalers, but large volume of sales through grey channel; large number of Modern Trade food & grocery outlets Product Preferences  Wheat based products
  23. 23. 23 Key Markets and Product Preferences (2/2) 23 South  Highest penetration of Modern Trade, having high sales per outlet  High levels of consumer awareness Product Preferences  Biggest market for chocolates and bakery products  Highest incidence of diabetic population in India leading to consumer awareness about healthy breakfast choices  Fastest emerging market for RTE/RTC foods East  Lowest sales volume by channels  High presence and consumption of mass/regional products Product Preferences  Preference for non-oily and less spicy food products  Beef and pork products are heavily consumed
  24. 24. 24 Processed Food Distribution Formats in India 24
  25. 25. 25 Distribution Formats for Food Products inDistribution Formats for Food Products in IndiaIndia Traditional FormatModern Format  Super Marts  Hyper Marts  Convenience Stores  Food Gourmet Stores  Petro- Convenience Stores  Cash and Carry  Neighborhood general store  Bakery Shops Institutions  Railways and Airlines  Hotels, Restaurants and Catering (HORECA)  Canteen Store Department  Others (Schools, Colleges, Offices and Hospitals) Retail Formats 25
  26. 26. 26 Modern Trade Formats in IndiaModern Trade Formats in India (1/2)(1/2) Hypermarts  Large retail store offering wide range of products and brands  Average size between 4,000 – 10,000 sq. mtr.  E.g. Big Bazaar, Spencer Hyper etc. Supermarts  Smaller version of a Hyper marts with a average size of 300 to 1,000 sq. mtr.  Mainly offers food items like groceries along with non food items  E.g. – Food Bazaar, Reliance Fresh etc. Convenience Stores  Small store (average size of 100-150 sq. mtr.)  Mostly stock essential items such as groceries, food items and daily need items  E.g. – Big Apple, LM 365 26
  27. 27. 27 Modern Trade Formats in IndiaModern Trade Formats in India (2/2)(2/2) Food Gourmet Stores  Store size of ~300-1,500  Targeting SEC A population with assortment of fresh food and grocery  High focus on imported food products  E.g.: Lemarche, Nature Basket, Modern Bazaar Cash and Carry  Wholesale store with a size b/w 5,000 to 10,000 sq. mtr with focus on staples and food items  Sell to Distributors / Dealers (B-2-B transactions only)  Recently, many international players entered in Indian market e.g. Carrefour, Walmart, Booker, Metro Petro Convenience Stores  Stores located at petrol pumps  Generally having an assortment of impulses purchase & utilities 27
  28. 28. 28 Traditional Trade Formats in IndiaTraditional Trade Formats in India  Neighborhood/General Stores  Traditional small shops located in residential areas  Stocks daily groceries and sundries  Bakery/Sweet Shops  Gaining popularity in the ready-to-eat food segment which tops-up as consumption points for Juices, Candies, Flavored Milk & other milk-related products, etc. 28
  29. 29. 29 Key Institutional Segments in IndiaKey Institutional Segments in India  Railways and Airlines  Work on contract based arrangements  Contracts are based on volume & price negotiations/tenders  CSD Canteens  CSD (Canteen Stores Department), run by the Ministry of Defense catering to the Armed forces  Assortment of food and non food products at subsidized rates and differentiated packaging  Work on Tender based arrangements  Hotels  Indian Hotel and Restaurant industry is growing @ 20-25% due to increase in foreign tourists and business-related travel  Multiple consumption points (Breakfast Buffet, Restaurant, Gym, Bar, Mini-bar)  Others (Schools, College, Offices & Hospitals)  Products such as yoghurt, juices etc.. are gaining popularity on back of its health proposition  Companies are tying up with institutions such as Schools, Hospitals, Offices etc. to club their products along with meals 29
  30. 30. 30 Processed Food Industry Overview 30
  31. 31. 31  Varied agro climatic zones  2nd largest arable land (161 M ha) in the world  Largest irrigated land (55 M ha) in the world  Largest producer of Wheat, Pulses & Milk  Largest producer and exporter of Spices  Second largest producer of Tea, Rice, Fruits & Vegetables  Second largest producer of Sugarcane  Largest exporter of the world's best rice (Basmati)  Third largest producer of Coarse grains and Edible Oilseeds India Food Production – Key FactsIndia Food Production – Key Facts 31
  32. 32. 32 Food Industry – Market SizeFood Industry – Market Size Source: FICCI, Tecnova analysis  Indian food industry was estimated at US$241 billion in 2010-11  Growing at a CAGR of 5.1% (2003-11)  Higher disposable income resulting in greater spending and consumption is driving the growth of food industry in India  Expected to reach US$300 billion by 2015  Food processing industry represents ~43% of the total food industry; expected to grow to 50% by 2015 CAGR: 5.1% Spending on food constitutes the largest share of consumer wallet; as the overall economy grows, spend on food is expected to grow 32
  33. 33. 33 The Indian Food and Food Processing industry (FPI) primarily comprises of the following segments  Fruits & Vegetables (F&V)  Dairy  Meat, Poultry and Marine  Grains and Seeds  Packaged Foods (including Beverages) Relative Share of Various Food Segments in Food Processing (2011) Source: MOFPI Industry SegmentationIndustry Segmentation 33
  34. 34. 34 Food Processing Industry – Market SizeFood Processing Industry – Market Size Source: MOFPI, Tecnova analysis  The size of the processed food sector in India was approximately US$105 billion in 2011  Includes both the organized and unorganized sector where organized forms 50-55% of the overall market  Sector is growing by 13-15%, but is expected to grow by ~25% in the coming years to reach size of US$530-550 billion by 2020  Within the food processing sector, segments like meat, and packaged foods are expected to witness high growth rates  Historically, food processing industry has contributed around 1.5% to Indian GDP Unorganized 50-55% Organized 45-50% Processed Food Industry organization 34
  35. 35. 35 Processing Levels for Key Segments in theProcessing Levels for Key Segments in the FPIFPI Source: Ministry of Food Processing Industry India’s food processing levels are significantly low compared to other developing nations such as Brazil, Malaysia and China 35
  36. 36. 36 Processing Stages for Various ProductsProcessing Stages for Various Products Primary processing Secondary processing Tertiary processing Fruits & Vegetables Milk Meat & Poultry Marine products Grain and seeds Beverages Cleaning, sorting and cutting Grading and refrigerating Sorting and refrigerating Chilling and freezing Seeding and grading Sorting, bleaching and grading Slices, pulps and paste Cottage cheese, cream, simmered & dried milk Cut, fried, frozen and chilled Cut, fried, frozen and chilled Flour, malt and milling Leaf, dust and powder Ketchups, jam, juices and pickles Processed milk, spreadable fats, yoghurt Ready-to-eat meals Ready-to-eat meals Biscuits, noodles, flakes, cakes, savory Tea bags, flavored coffee, soft drinks, alcoholic beverages Source: Ministry of Food Processing Industry 36
  37. 37. 37 Export from FPI sectorExport from FPI sector  In 2012-13, total exports from FPI sectors reached US$36 billion, growing at a CAGR of 21.9% since 2008-09 Source: Ministry of Commerce, DIPP The major markets for Indian processed food are Europe, the Middle East, Japan, Singapore, Thailand, Malaysia and Korea 37
  38. 38. 38 India – Total Food ImportsIndia – Total Food Imports Source: DGFT Total Food Imports from Italy  Italian food imports are growing at a similar rate as that of total food imports by India  Top 5 imports account for more than 73% of total food imports from Italy India – Total Food Imports Top 5 Food Imports from Italy, 2012- 13 16.5% 16.3% Values in $ M 38
  39. 39. 39 India – Total Food ExportsIndia – Total Food Exports Source: DGFT Total Food Exports from Italy  Food exports to Italy are growing at a relatively slower rate as compared to India’s total food exports  Top 3 exports account for more than 81% of total food exports to Italy India – Total Food Exports Top 5 Food Exports to Italy, 2012-13 12.1% 7.8% Values in $ M *Mollusc and Crustacean 39
  40. 40. 40 Food Processing Demand DriversFood Processing Demand Drivers Food Processing Demand Drivers Growing nuclear families and working women Rising demand for functional food (oatmeal, etc) Increasing modern trade formats and private label penetration Increasing urbanization – lifestyle and aspirations Changing demographics – Rise in disposable incomes Increasing spending on food products 40
  41. 41. 41 SWOT analysis of Food and FoodSWOT analysis of Food and Food Processing Industry in IndiaProcessing Industry in India  Huge domestic consumption market  Large production base of raw material  Breadth in crop base offering scope for varied processing activities  Inadequate infrastructure facilities  High upfront capital investments  Lack of adequate quality control & testing protocols  Large number of intermediaries resulting in inefficient supply chain and increase in prices  Seasonal variability of crops  Low packaging aesthetics Strengths Weaknesses 41
  42. 42. 42  Government incentives (priority sector, tax relief, R&D support, etc)  Increasing western influence on Indian palate (cheese, pasta, sauces, cereals, aerated drinks, juices, yoghurt, etc) which is driving the demand for processed foods  Increase in nuclear families and working women who prefer ready-to-use food items  Traditional preference for freshly cooked food especially in rural areas  Affordability (e.g., processed fruits are significantly higher than fresh fruits)  High supply chain costs Opportunities Threats SWOT analysis of Food and FoodSWOT analysis of Food and Food Processing Industry in IndiaProcessing Industry in India 42
  43. 43. 43 Distribution System in Food ProcessingDistribution System in Food Processing IndustryIndustry Carrying and Forwarding Agent/ Super stockiest Company’s Warehouse or Importer-Distributor Modern trade Distributors Modern Trade Chains/ Stores Distributors Institutions Sales Agents Retailers 3 - 5% 8 - 15% 25 - 35% Rate contract Rate contract CSD contractor CSD canteen Institutions/ Foods services * The figures mentioned are trade margins of channel partners. These are taken as an approximate value and vary depending on company, distributor and industries IntermediariesEndusers 43
  44. 44. 44 Competition Analysis 44
  45. 45. 45 Competition in Dairy ProcessingCompetition in Dairy Processing  Dairy market is largely dominated by regional cooperatives in Gujarat, Karnataka, Maharashtra, Tamil Nadu, Rajasthan and Punjab; Amul (Gujarat Cooperative) has ~26% pan-India market share in liquid milk; Nandini (Karnataka Cooperative) has significant presence in South India  Amul captures nearly 85% of the butter market and ~70% of the cheese market, while other players such as Nestle manage rest of the market; Unilever has strong presence in ice cream segment Company name (Brand) Country India presence Major products Gujrat Cooperative Milk Marketing Federation (Amul) India Pan-India Milk, cheese, butter and other value- added products Karnataka Milk Federation (Nandini) India South India Milk, ghee, whitener, butter, milk power, and ice cream National Dairy Development Board (Mother Dairy) India Pan-India Milk, cheese, butter, ice cream, buttermilk, pro-biotic products Nestle (Milkmaid, Everyday) Switzerland Pan-India Pro-biotics, Raita, condensed milk, milk powder, ghee, infant nutrition HUL (Kwality Wall’s) Anglo-Dutch Pan-India Frozen desserts Danone (Danone) France Metros Yoghurt, value added products Value-added products such as cheese, yoghurt, pro-biotic drinks, flavored milk, and infant nutrition products are the key growth segments for international companies 45
  46. 46. 46 Competition in Fruits & VegetablesCompetition in Fruits & Vegetables ProcessingProcessing  Processed forms of fruits & vegetables in India include jams, juices, pickles, chutney, and fruit concentrates  While the fresh fruits & vegetables market in highly unorganized with local farmers, wholesalers, and intermediaries selling directly to customers, the processed F&V market is somewhat organized with presence of national and international players Company name (Brand) Country India presence Major products HUL (Kissan) Anglo-Dutch Pan-India Jams, ketchup, sauces, spreads, fruit juices Mother Dairy (Safal) India Pan-India Frozen F&V (peas, carrots, etc) Priya Foods (Priya) India Pan-India Pickles, chutney, fruit pulp Cremica (Mrs. Bectors) India Pan-India Sauces, condiments, spreads, dips, syrups Namdhari Fresh India South-India Packaged fruits and vegetables, exotic vegetables Adani Agri Fresh India Pan-India Fresh and processed fruits Heinz USA Pan-India Ketchup With the potential to become one of the largest producers of F&V, coupled with abysmally low levels of processing, India offers huge potential for international companies 46
  47. 47. 47 Competition in Meat, Poultry and MarineCompetition in Meat, Poultry and Marine ProcessingProcessing  Highly fragmented industry with only a handful of large players  Uttar Pradesh, Andhra Pradesh, Maharashtra, Delhi are the key areas of processed meat and poultry production  Within this industry, poultry is the fastest growing segment owing to strong domestic consumption Company name Country India presence Major products Allanasons India Pan-India Frozen buffalo meat, marine products, canned corned beef, tropical fruits and vegetables, etc Hind Agro India Pan-India Frozen boneless buffalo meat, offals and processed buffalo meat Venky’s India Pan-India Ready-to-cook and Ready-to fry products Godrej Agrovet India Pan-India Poultry Al Kabeer UAE Pan-India Beef and poultry, ready-to-fry products Suguna Foods India South India Broiler chicken, value added eggs As European and western cuisines expand in India, demand for processed meat products such as sausages, hams, steaks and fillets has been increasing consistently 47
  48. 48. 48 Competition in Grains & Seeds processingCompetition in Grains & Seeds processing  Grain processing includes milling of rice, wheat and pulses; seed processing include extraction of oil for edible and industrial purposes  A highly fragmented industry with thousands of rice hullers, flour and pulse mills, and ghanis and oil refineries operating in every part of the country; competition in the organized segment is intense  Though primary processing is the most important activity in this segment, secondary and tertiary processing is limited to few large playersCompany name (Brand) Country India presence Major products HUL (Annapurna) Anglo-Dutch Pan-India Wheat flour Kellogg’s (Kellogg’s) USA Pan-India Oats, bran wheat flakes, corn flakes, RTE breakfast cereals, Muesli ITC (Aashirvaad) India Pan-India Wheat flour, multi-grain flour ConAgra Foods (Sundrop) USA Pan-India Sunflower oil, corn products Cargill (Nature Fresh) USA Pan-India Edible oils, flour, REI Agro (Raindrop) India Pan-India Rice (Basmati) As one of the world’s largest agricultural base, India offers huge potential for international companies in grain and seeds processing; however, domestic competition is intense 48
  49. 49. 49 Competition in Consumer FoodsCompetition in Consumer Foods ProcessingProcessing Company name (Brand) Country India presence Major products HUL (Kissan) Anglo-Dutch Pan-India Soups, bakery, RTC Nestle (Maggie, Nescafe) Switzerland Pan-India Pasta, RTC, cooking aids (masalas), coffee and tea, chocolate powder, Parle Agro (Parle) India Pan-India Biscuits, beverages Perfetti Van Melle Italy Pan-India Confectionery Britannia Industries (Britannia) India Pan-India Biscuits, bakery and dairy Mondelez International (Cadbury) USA Pan-India Chocolate PepsiCo (Pepsi, Frito-Lay) USA Pan-India Snack food, beverages Coca-Cola USA Pan-India Beverages ITC (Sunfeast) India Pan-India Biscuits, noodles, snack food, confectionery, RTE RTE and RTC segments have large untapped potential; with modern trade formats growing at a rapid pace, RTE offers huge scope for investment  Consumer foods is a highly competitive industry in India with presence of large national and international companies  Britannia, Parle and ITC capture ~90% share of biscuit industry, while Perfetti has over 70% market share in confectionery market; Nestle, with its Maggie brand, is a market leader in noodles segment, while Coca Cola and Pepsi has over 90% market share in aerated beverages segment 49
  50. 50. 50 Key Players – ProfilesKey Players – Profiles Company name Employees Turnover – (INR Crores) Y-o-y growth CAGR (2008-12) Operating Margin Britannia Industries 2,000 6,254 Year end: Mar’13 12.6% 15.9% 6.7% HUL 16,000# 28,167 Year end: Mar’13 18.8% 7.1% 14.5% REI Agro NA 9,462 Year end: Mar’13 48.1% 63.2% (2 year) 15.7% Nestle 5,500 8,457 Year end: Dec’12 11.9% 17.8% 21.6% ITC 25,000# 8,352* Year end: Mar’13 37.9% 12.1% -- Vadilal Industries 600 340 Year end: Mar’13 16.0% 20.9% 10.6% 50 # employee data for entire company; *only for food division Source: Company Annual Reports
  51. 51. 51 Developments in Processed Food Industry 51
  52. 52. 52 Infrastructure Development in FPIInfrastructure Development in FPI (1/3)(1/3)  Vision-2015 plan of MoFPI aims to double the size of food processing industry to US$ 200B, increase processing of perishables to 20%, increase value addition to 35% (from 20%), and enhance India’s share in global food trade to 3% (from 1.5%)  Scheme for Infrastructure Development, implemented by MoFPI, during 11th Five Year plan (2007-12) include—  Mega food parks  Cold chain, value addition and preservation infrastructure  Setting up / modernization of abattoirs Source: MOFPI Annual Report 2011-12 Mega food parksCold chains Modernization of abattoirs Funds allocated for infrastructure development in FPI Funding in 12th Five Year plan (2012-17), $M 52
  53. 53. 53 Infrastructure Development in FPIInfrastructure Development in FPI (2/3)(2/3) Mega Food Parks (MFPs)  It aims to bring together farmers, processors, and retailers to link agricultural produce to the market place and to ensure maximum value addition, minimum wastage, increase farmers’ income and create employment in rural sector  These parks will have state-of-the-art processing facilities and well-established supply chain  Under the scheme, a total of 30 MFPs will be established in a phased manner (10 parks in phase I, 5 in phase II, and 15 in phase III)* * Refer to Appendix for list Source: MOFPI Annual Report 2011-12 53
  54. 54. 54 Infrastructure Development in FPIInfrastructure Development in FPI (3/3)(3/3) Cold chain, value addition, and preservation infrastructure  The infrastructure scheme will provide financial assistance in setting up integrated and complete cold chain facilities, preservation infrastructure facilities, value addition facilities, and irradiation facilities  Financial assistance of up to 75% of the total project cost is provided by the government  Total of 49 projects have been planned across the country, of which 10 are in progress  These projects are expected to add 232,628 MT of cold chain to the existing infrastructure Setting up / modernization of abattoirs  Lack of basic infrastructure facilities such as water, electricity, and carcass handling mechanism result in tremendous wastage and contamination / deterioration of meat  The FPI infrastructure scheme plans to set up 10 new abattoirs and modernize several existing facilities in the coming years  An amount of US$6.8 million have been disbursed to set up the 10 new facilities  So far, 2 abattoirs have been completed at Dimapur, Nagaland and Ahmednagar, Maharastra Source: MOFPI Annual Report 2011-12 54
  55. 55. 55 Government Incentives for FPI Sector (1/2)Government Incentives for FPI Sector (1/2) Source: MOFPI Annual Report 2011-12 Incentive Description Tax relief  100% tax exemption for first 5 years followed by 25% tax exemption for the next 5 years for food & vegetables processing businesses  Preferred tax exemption for companies operating in perishable food items such as milk, meat and poultry  Investment-linked tax incentive to businesses setting up and operating cold chains or warehouse facilities  Full excise duty exemption for goods that are used in installation of cold storage facilities  Excise duty waived on fruits & vegetables processing from 2000 – 01  Income tax holiday for fruits & vegetables processing from 2004 – 05  Customs duty reduced on freezer van from 20% to 10% from 2005 – 06  Central sales tax reduced from 4% to 3% Relaxed FDI norms  100% FDI under automatic route, except for items reserved for micro, small and medium enterprises Easy funding  Assigned food processing industry as priority sector for easy securing of bank funding The Ministry of Food Processing has taken several initiatives to promote the growth of the industry 55
  56. 56. 56 Government Incentives for FPI Sector (2/2)Government Incentives for FPI Sector (2/2) Source: MOFPI Annual Report 2011-12 Incentive Description Focus on infrastructure  Strong focus in infrastructure development (as discussed in earlier slides), particularly on setting up Mega Food Parks, Agri Export Zones (AEZ), cold chains, warehouses and modernization of abattoirs Push for R&D  Weighted deduction on expenditure incurred on in-house R&D has been increased from 150% to 200%  Weighted deduction on payments made to R&D laboratories increased from 125% to 175% Private sector friendly  100 per cent export-oriented units are allowed to sell up to 50% of their produce in the domestic market  Export earnings are exempted from corporate taxes Apart from these, the state governments have also taken initiatives such as lowering of VAT rates to promote the industry in respective states 56
  57. 57. 57 Regulatory and Custom Duties Analysis 57
  58. 58. 58 Foreign Direct Investment PolicyForeign Direct Investment Policy  FDI is permissible for all the processed food products under 100% automatic route, except for items reserved for micro, small and medium enterprises where FDI is permissible under automatic route up to 24%  FDI under automatic route is approved at Reserve Bank of India (RBI) level and does not require approval of Foreign Investment Promotion Board (FIPB) Source: Ministry of Commerce During April 2000-13, the total FDI in the food processing industry reached US$1.8 billion, which was under 2% of total FDI inflows FDI in food processing industry (cumulative) 58
  59. 59. 59 Import Regulations Related to FoodImport Regulations Related to Food ProductsProducts (1/2)(1/2) 59  Due to free trade agreements with ASEAN countries, products imported from these countries attract substantially lower (or zero) basic duty. For example, basic duty for HS code 0204 10 00 (meat of sheep or goats) under normal circumstances is 30%, however, if it is manufactured and imported via ASEAN route, the basic duty reduces to 0%  Excise duties are reduced significantly (completely exempted in some cases) on all such products that cannot be produced in India (such as olive oil)  Import of beef and derived products in any form are prohibited  All consignments of edible oils and processed food products imported in bulk shall carry a declaration from the concerned exporter on the shipping documents that the consignment does not contain beef in any form; all consignments imported in consumer packs shall carry a declaration on the label of the package that the product is free from beef in any form  Import of all such edible/food products (which are governed by Prevention of Food Adulteration Act) shall be subject to condition that, at the time of importation, the products have a valid shelf life of not less than 60% of its original shelf life
  60. 60. 60 Import Regulations Related to FoodImport Regulations Related to Food ProductsProducts (2/2)(2/2) 60  Import of meat and meat products of all kinds (fresh, chilled, frozen, etc) shall be subject o sanitary import permit to be issued by Department of Animal Husbandry and Dairying  Import of alcoholic beverages shall be subject to compliance of various mandatory requirements as stipulated by various state governments  Import of meat and poultry products will be subject to the compliance of conditions regarding manufacture, slaughter, packaging, labeling and quality conditions as laid down in Meat Food Products Order, 1973  Import of all such edible/food products including tea shall be subject to conditions laid down in the Prevention of Food Adulteration Act, 1954
  61. 61. 61 Food Safety and Standards Authority ofFood Safety and Standards Authority of India (FSSAI)India (FSSAI)  The Food Safety and Standards Authority of India (FSSAI) has been established under Food Safety and Standards Act, 2006 (FSS Act) which consolidates various acts & orders that have hitherto handled food related issues in various Ministries and Departments  It is responsible for  Laying down science based standards for articles of food  Regulating the manufacture, storage, distribution, sale and import of food to ensure availability of safe and wholesome food for human consumption  Introduction of the FSS Act repealed a number of individual regulatory acts such as Edible Oils Packaging Order and Milk and Milk Products Order  The Act aims to establish a single reference point for all matters relating to food safety and standards  FSSAI also collects and collates data regarding food consumption, incidence and prevalence of biological risk, contaminants in food, residues of various, contaminants in foods products, identification of emerging risks and introduction of rapid alert system Source: FSSAI 61
  62. 62. 62 Impact of Changes in Labelling LawsImpact of Changes in Labelling Laws  Over 200 MT of imported gourmet chocolates from around the world, including brands such as Godiva, Guylian, Lindt and Mars, are stuck at various Indian ports due to non-compliance with new Indian labelling laws  Several other food categories such as French artisinal cheese, American crisps, Thai condiments, and Italian pasta sauces have also been held up for non-compliance  FSSAI is especially wary of labelling violations on chocolate products as tests reveal that many of them contain very high level of vegetable fat, which is not permissible under the Indian law  Small-scale importers who primarily depend on a single food category have been badly affected with many of them already closing the business  Indian packaging and labelling regulations have been in place since 2011 and ample grace period was given to importers to align themselves with new regulations  Since November 2013, FSSAI has stopped allowing imported products that do not comply with the new laws Source: Secondary Search and Interaction with FSSAI 62
  63. 63. 63 Labelling RequirementsLabelling Requirements Source: Primary research A Currently required points in Primary Labelling (Non Rectifiable) 1 Generic Name of Product 2 Net Weight in Grams 3 Ingredients 4 Nutritional Information 5 Best Before Date 6 Country of Origin 7 Production Date 8 Traceable Batch No. (this cannot be same as best before date. It must be stated on the pack separately 9 Manufacturer’s Name, address and contact details 10 Additive caution declaration B Rectifiable Defects (on sticker) 1 Indian Importing Company Name and Contact Details 2 Veg/Non-Veg Symbol 3 Maximum Retail Price (MRP) 4 FSSAI Logo and Importer License No. - This is only till June '14 after which it has to be on primary packaging label 63
  64. 64. 64 Packaging RequirementsPackaging Requirements 64
  65. 65. 65 Duties Applicable on Imported ProductsDuties Applicable on Imported Products Duty Description Basic Customs Duty Is the duty levied on imported goods at prescribed standard rates Countervailing Duty (CVD) As the name suggests, CVD is equivalent to Central excise duty levied on a like article manufactured in India; some of the packaged consumer goods are charged this duty based on their MRP (Maximum Retail price) Education and Additional CESS Education CESS of 2%+1% is charged on the total customs duty (except special CVD) Special CVD/ ACD The 4% special CVD or additional customs duty (ACD) is applicable to all imports (except for few exemptions), this duty is not included in the accessible value for levy of educational CESS on imported goods. Also, manufacturers can take credit for payment of excise duty on their finished products. 65
  66. 66. 66 IMPORTS LOCAL SOURCING CIF Value 1.00 CIF Value 1.00 Basic Customs Duty 30% 0.30 Basic Customs Duty 0% 0.00 Sub-Total for Calculating CVD 1.30 Sub-Total for Calculating CVD 1.00 CVD (with 30% abetment) 12% 0.35 CVD (with 30% abetment) 12% 0.27 Sub-total for calculating Edu. Cess on Customs 0.65 Sub-total for calculating Edu. Cess on Customs 0.27 Education Cess on Customs 3% 0.02 Education Cess on Customs 3% 0.01 Sub-total for ACD 1.67 Sub-total for ACD 1.27 ACD 4% 0.07 ACD 4% 0.05 Landed Cost 1.74 Landed Cost 1.33 Indian Importer Margin 30% Indian Importer Margin 30% Price to Distributor/ Wholesaler 2.48 Price to Distributor/ Wholesaler 1.89 Distributor Margin 10% Distributor Margin 10% Price to Retailer 2.76 Price to Retailer 2.10 Retailer Margin 25% Retailer Margin 25% MRP before VAT 3.67 MRP before VAT 2.80 VAT (Value Added Tax) 13.1% VAT (Value Added Tax) 13.1% MRP (Maximum Retail Price) 4.16 MRP (Maximum Retail Price) 3.17 HS Codes: 1806 (Chocolate and other food preparations containing cocoa) Benefit of doing local sourcing Custom Duty and Price Build-upCustom Duty and Price Build-up (1/3)(1/3) 66
  67. 67. 67 IMPORTS LOCAL SOURCING CIF Value 1.00 CIF Value 1.00 Basic Customs Duty 30% 0.30 Basic Customs Duty 0% 0.00 Sub-Total for Calculating CVD 1.30 Sub-Total for Calculating CVD 1.00 CVD 0% 0 CVD 0% 0.0 Sub-total for calculating Edu. Cess on Customs 0.30 Sub-total for calculating Edu. Cess on Customs 0.0 Education Cess on Customs 3% 0.01 Education Cess on Customs 3% 0.00 Sub-total for ACD 1.31 Sub-total for ACD 1.00 ACD 4% 0.05 ACD 4% 0.04 Landed Cost 1.36 Landed Cost 1.04 Indian Importer Margin 30% Indian Importer Margin 30% Price to Distributor/ Wholesaler 1.94 Price to Distributor/ Wholesaler 1.49 Distributor Margin 10% Distributor Margin 10% Price to Retailer 2.14 Price to Retailer 1.63 Retailer Margin 25% Retailer Margin 25% MRP before VAT 2.85 MRP before VAT 2.18 VAT (Value Added Tax) 13.125% VAT (Value Added Tax) 13.125% MRP (Maximum Retail Price) 3.23 MRP (Maximum Retail Price) 2.47 HS Codes: 19059030 (Extruded or expanded products, savory or salted) Benefit of doing local sourcing Custom Duty and Price Build-upCustom Duty and Price Build-up (2/3)(2/3) 67
  68. 68. 68 IMPORTS LOCAL SOURCING CIF Value 1.00 CIF Value 1.00 Basic Customs Duty 30% 0.30 Basic Customs Duty 0% 0.00 Sub-Total for Calculating CVD 1.30 Sub-Total for Calculating CVD 1.00 CVD 0% 0 CVD 0% 0.0 Sub-total for calculating Edu. Cess on Customs 0.30 Sub-total for calculating Edu. Cess on Customs 0.0 Education Cess on Customs 3% 0.01 Education Cess on Customs 3% 0.00 Sub-total for ACD 1.31 Sub-total for ACD 1.00 ACD 4% 0.05 ACD 4% 0.04 Landed Cost 1.36 Landed Cost 1.04 Indian Importer Margin 30% Indian Importer Margin 30% Price to Distributor/ Wholesaler 1.94 Price to Distributor/ Wholesaler 1.49 Distributor Margin 10% Distributor Margin 10% Price to Retailer 2.14 Price to Retailer 1.63 Retailer Margin 25% Retailer Margin 25% MRP before VAT 2.85 MRP before VAT 2.18 VAT (Value Added Tax) 13.125% VAT (Value Added Tax) 13.125% MRP (Maximum Retail Price) 3.23 MRP (Maximum Retail Price) 2.47 Benefit of doing local sourcing HS Codes: 0204 (Meat of sheep or goats, fresh, chilled or frozen) Custom Duty and Price Build-upCustom Duty and Price Build-up (3/3)(3/3) 68
  69. 69. 69 HS Code Basic Customs Duty (BCD) Countervailing Duty (CVD) Education and Additional CESS Special CVD / Additional Customs Duty (ACD) Total 02.03, 04, 08 (Meat) 30% 0% 3% 4% 36.136% 02.03.11, 12, 19 30% 0% 3% 0% 30.9% 03.02, 04* (Fresh fish) 30% 0% 3% 0% 30.9% 03.05* (Dry fish) 30% 0% 3% 4% 36.136% 03.06 (Crustaceans) 30% 0% 3% 4% 36.136% 03.06.21,22,23,29 30% 0% 3% 0% 30.9% 07.02, 04, 05, 06, 07, 08, 09* (Vegetables) 30% 0% 3% 0% 30.9% 07.10, 11, 12 30% 0% 3% 4% 36.136% 09.01 (Coffee) 100% 0% 0% 4% 108% 09.01.12, 21, 22, 90 100% 0% 3% 4% 111.12% 09.02* (Tea) 100% Re. 1/kg -- 4% -- * All sub-codes under this code have same duty structure With local sourcing, companies stand to eliminate the basic customs duty (BCD) which may go up to 100% in some cases Import Duties for Food Sector (indicative list)Import Duties for Food Sector (indicative list) 69
  70. 70. 70 Benefit of Local SourcingBenefit of Local Sourcing HS Code Product Imported price Total duties if imported Locally manufactured price Total duties if manufactured locally 1905 3100 (Sweet biscuits) McVities Digestive Light (400g) INR 186 Basic customs: 30% CVD: 6% ACD: 4% Edu. Cess: 3% INR 155 Basic customs: 0% CVD: 6% ACD: 4% Edu. Cess: 3% Hobnobs (300g) INR 109 INR 75 70
  71. 71. 71 Presence of Italy in Indian Food Industry 71
  72. 72. 72 Italian Presence in IndiaItalian Presence in India 1 Represents total FDI (not only in food sector) Source: Primary research 72 FDI Equity Inflows from Italy1 (from Apr 2000 to Nov 2013)  With US$ 1.24B, Italy is the 14th largest investor in India  Among the European countries, Italy is the 6th largest investor  From representative offices to fully owned subsidiaries, Italian companies are present through all modes of operation  Select Italian companies operating in India include Benetton, Comua, Fiat, Luxottica, Denso, Galvi Engineering, Lombardini, Mainetti, New Holland Tractor, Pirelli, and Piaggio Vehicles  Italian cuisine and Italian fashion has seen tremendous growth in India in the recent years Italy’s presence in Indian food industry can be predominantly felt in chocolate & confectionery, olive oil, wine and pasta industries
  73. 73. 73 Italian Companies in Indian Food IndustryItalian Companies in Indian Food Industry 73 Olive Oil Pasta Wine Chocolate and Confectionery Other Food Products
  74. 74. 74 Italian Companies in Indian Food IndustryItalian Companies in Indian Food Industry Company name India presence Market presence Perfetti van Melle Subsidiary - Perfetti Van Melle India Pvt. Ltd. (PVMI)  Manufacturer, distributor and marketer of sugar confectionery products  With more than 15 brands, Pefetti has close to 25% market share in organized confectionery business making it the market leader  Key brands include Center Fresh (chewing gum), Alpenliebe (sugar candy), Chlormint and Happydent (mouth freshener)  2012 sales totaled US$260 M*  Manufacturing units in Gurgaon and Chennai  Has a network of 4,000+ distributors across 1,500 towns and extended network of 10,000+ sub-stockists covering 7,000+ towns  PVMI, in 2011, became the first PVM group company to diversify into snacks business with ‘Stop Not’ brand Lavazza Acquisition of Barista chain  Entered India in 2007 by acquiring the second largest espresso bars in India  Has more than 180 bars; its Frest&Honest Café company is a key player in the HORECA# segment  2009 revenues totaled US$33 M*  Opened a new plant in Andhra Pradesh in 2011 * 1 USD = 61.5 INR; # Hotels, Restaurants, and Catering 74
  75. 75. 75 Italian Companies in Indian Food IndustryItalian Companies in Indian Food Industry Company name India presence Market presence Ferrero SpA Subsidiary – Ferrero India  Entered India in 2010  With ~6% market share, Ferrero India is the 3rd largest player in India’s chocolate industry; however Ferrero enjoys 60% share in premium chocolates segment  2012 sales totaled US$55 M*; 31% y-o-y growth  Key brands include Nutella (chocolate spread), Ferrero Rocher (chocolates), Kinder (children chocolate toys) and Tic Tac (mouth freshener)  Manufacturing unit in Maharastra * 1 USD = 61.5 INR 75
  76. 76. 76 Italian Companies in Indian Food Industry:Italian Companies in Indian Food Industry: Olive OilOlive Oil  Italy is the second largest supplier of olive oil to India; 40% of olive oil imported in India comes from Italy  Second largest olive oil brand in India, Leonardo Olive Oil owned by an Indian company Dalmia Continental, is manufactured by Nicola Pantaleo in the Puglia province of Italy  All olive oil brands in India are present through Importer-Distributor model 76 Italy 40% Rest of World 10% Spain 50% Total Olive Oil Market (Volume) 2012-13 : 11,916 MT * Indicative list Source: DGFT, Primary research Leading Brand* Indian Partner Leonardo Dalmia Continental Pvt. Ltd. Bertolli Unilever (till 2013); currently Consumer Marketing Colavita Manisha International Pvt. Ltd. Olitalia Olive Tree Trading Dolce Vita Chenab Impex Pvt. Ltd. Basso Suresh Kumar & Impex Sasso Rai & Sons Cirio United Distributors Inc.
  77. 77. 77 Italian Companies in Indian Food Industry:Italian Companies in Indian Food Industry: WineWine  Italy is the third largest supplier of wine to India; ~10% of wine imported in India comes from Italy  Wine industry in India is growing at 25-30% per year with current consumption reaching 1.2 million cases, of which ~15% is imported; by 2017, this is estimated to reach 10 million cases of which imported wines will account for 20%  Currently more than 2 million people in India consume wine and are primarily located in Mumbai, Delhi, Bangalore, and Goa 77 Source: DGFT; * Indicative list Leading Brand* Indian Partner Fratelli Wines Indo-Italian JV (Secci brothers, Sekhri brothers, and Mohite-Patil brothers) GAJA Brindco Ltd. Garofoli Sonarys Co Brands Pvt. Ltd. San Simone Wines Hema Connoisseur Collections Allegrini Brindco Ltd. Cesari Wines Hema Connoisseur Collections Casa Girelli Global Tax Free Traders Inc. Antinori Sonarys Co Brands Pvt. Ltd. Fratelli Wines, a INR 40 crores JV between three families from Italy and India, has seen tremendous growth since its inception in 2010; the winery in Solapur district has production capacity of 600,000 liters and is equipped with 58 multi-capacity tanks all imported from Italy
  78. 78. 78 Italian Companies in Indian Food Industry:Italian Companies in Indian Food Industry: PastaPasta  After Indian and Chinese, Italian cuisine is the most popular cuisine in India  Italy is the largest supplier of pasta to India; 42% of pasta imported comes from Italy  The share of Italy in pasta imports has increased from 16% in 2008-09 to 42% in 2012-13  Despite growth of Indian pasta brands (such as Bambino), with ~5,200 tons, imported brands (particularly from Italy) still have a large demand  Dalmia Continental’s Leornado pasta is imported from Italy  Ready-to-cook pasta variants are seeing tremendous growth in the Indian market 78 Source: DGFT Pasta imports from Italy 16% 42% % share of Italy in total pasta imports The growth and popularity of pasta has given rise to a parallel market for pasta sauces in India
  79. 79. 79 Entry into India: Importer-Distributor ModelEntry into India: Importer-Distributor Model  Majority of the Italian processed food companies have entered India through the Importer-Distributor model  Depending on the complexity of the product and the presence of distributors, Italian companies may choose a single pan-India distributor, or go for multiple regional distributors  Some key Importer-Distributors include Chenab Impex, Olive Tree Trading, R R Oomerbhoy, Tree of Life, Fortune Gourmet Foods, etc 79 Manufacturing company in Italy Importer- Distributor Forwarding agents Sub- distributors CSD contractors End customers (retailers, food services, modern trade stores, etc)
  80. 80. 80 Entry into India: Greenfield SetupEntry into India: Greenfield Setup 80 Formation of India Entity Company incorporation (Pvt Ltd / LLP) Basic Regulatory Approvals IEC / PAN / TAN / VAT / CST (required without manufacturing) Location and Site Analyzing specific locations & sites Securing land in select industrial zone Business Plan Budgetary analysis of plant Capex, P&L, BS, Break even perspective Vendor Selection Shortlist vendors for complete package EPC requirements (HVAC, Electrical) Equipment – local sourcing Regulatory: Manufacturing Over 25 approvals required to construct & operate the factory Environmental clearances Recruitment Evaluation of candidates Recruit start of positions at plant level Recruit management & C- level positions Project Management Coordinate with all vendors Monitor timely completion Liaison with all government & private agencies Perfetti successfully set up its green field project in India in 1994 and has since then grown to become a market leader in confectionery segment
  81. 81. 81 Food Processing Machinery 81
  82. 82. 82 Food Processing Machinery – Market SizeFood Processing Machinery – Market Size 1 USD = 61.5 INR Source: Primary research  INR55,000 crores (~US$ 9B) is the total market size of food processing machinery in India Other food processing machinery market Dairy processing machinery market More than 40% (US$3.5B) of the machinery in food processing industry is imported Agro processing machinery market Domestic 70% Imported 30% Domestic 50-60% Imported 40-50% Domestic 50-60% Imported 40-50% 100% = 40,000 crores (US$6.5B) 100% = 4,000-5,000 crores (US$813M) 100% = 10,000 crores (US$1.6B) 82
  83. 83. 83 Market Dynamics and TrendsMarket Dynamics and Trends Source: Primary research  Food processing machinery market has been growing at 15% over the past 5-8 years  Growth rate expected to increase to 15-20% in the coming years on back of food processing industry which is expected to grow at 30%  With hundreds of players operating in India, machinery manufacturing is a highly fragmented industry  Food processing industry in general is moving towards modernization in India; players are looking towards automation, energy efficient, and water saving equipment  Existing players are replacing old machinery with hi-tech imported machinery, while new entrants are already buying latest technology equipment  Alfa Laval is the market leader in the equipment industry; other players include L&T, Heat and Control, American Extrusions, GEA, and Goma 83
  84. 84. 84 Food Machinery Imports and ExportsFood Machinery Imports and Exports Source: DGFT 84  Of the US$ 4.7B machinery imported from Italy, food processing related machinery accounted for only US$ 377M (8%)  Food machinery imports witnessed a spike in 2011-12 due to significant increase in import of industrial ovens and pumps for handling liquid Imports from Italy  Less than 1% of total machinery exported to Italy in 2012-13 was related to food processing; however, they have been consistently increasing over the past 4 years  Filtering and purifying machinery contribute to the majority of exports to Italy Exports to Italy
  85. 85. 85 Food Processing TrianglesFood Processing Triangles Source: Primary research Delhi GurgaonNoida Ahmedabad PuneMumbai Hyderabad ChennaiBangalore  Food processing industry is largely concentrated in three regions— usually referred to as the three triangles  Other concentrations depend on the type of food processed  Snack food – North and West of India  Dairy – Rajasthan/Gujarat/UP  Meat – UP/Hyderabad/Maharastra  F&V – West Bengal/Kerala/ Bihar/Jharkhand  Grapes – Pune/Nashik  Apple – Jammu/Shimla 85
  86. 86. 86 Machinery Distribution SystemMachinery Distribution System Source: Primary research Equipment manufacturing company Direct Purchase Model Purchasing company Buyer company and supplier company establish a direct contact between each other Exhibitions and expositions are the prominent channels for showcasing state-of-the-art products and technologies; millions of dollars of contracts are signed during these events Equipment manufacturing company Agent / Distributor Model Purchasing company Importer- Distributor / Agent Machinery is imported in the name of the buying company; agents organize meetings, test equipment, and negotiate on behalf of buyers 5-10% margin 86
  87. 87. 87 Distributor Name Location Segment Contact Information Kanchan Metals Kolkata Snack Food +91 983 174 4709 Standard Machinery Marketing Co. Bangalore All segments +91 80 2549 5844, +91 80 2549 5845 Menon Technical Services Bangalore F&V and Snack Food +91 80 4113 3783; +91 80 4127 8554 ACE Technologies Mumbai Food and Beverages +91 22 2870 0281; +91 22 2870 4108 Heat & Control India (sales office) Chennai Snack Food +91 44 4210 3950/51; +91 44 2621 2943/44 Repute Engineers Pvt. Ltd. Pune Dairy +91 20 27481687; +91 94220 20943 Distributors / Agents exert significant bargaining power over manufacturing companies as they place bulk orders from multiple clients Source: Primary research Select Importer-Distributor / AgentsSelect Importer-Distributor / Agents 87
  88. 88. 88 Recent Investments by PlayersRecent Investments by Players Source: Primary research (US$16.3M) Invested in its mega food park; 50-60 crores worth machinery bought from Alfa Laval Invests ~100 crores every year in biscuit machinery Invested in snack machinery in Greater Noida Invested 25 crores in ice cream machinery and 20 crores in frozen foods machinery Replaced all its local-made machinery with imported machinery from Germany, Japan and US Invested in beverages and snack machinery Expanding businesses and growing revenues are enabling large and medium-sized players to invest heavily in machinery 88
  89. 89. 89 International Companies in MachineryInternational Companies in Machinery Industry in IndiaIndustry in India Leading Companies Country Segment Alfa Laval Sweden All segments GEA Farm Technologies Germany Dairy Buhler Switzerland Agro processing Heat & Control USA Snack food Fen Italy Snack food SPX USA Dairy American Extrusion USA Snack food AC Horn USA Coated snacks Isolteck Cusinato Srl Italy Pasta, snack pellets Florigo International Netherlands Snack food Alfa Laval is by far the largest company providing comprehensive range of machinery equipment across processing segments; it is the largest player currently offering turnkey solutions to processing players Source: Primary research 89
  90. 90. 90 Key Machinery Supplier CountriesKey Machinery Supplier Countries Huge demand exists for international companies who can offer turnkey equipment and technological solutions to Indian processors Dairy Snack Food F&V Meat Source: Primary research Chinese equipment is used in every segment because of its cost advantage; replicas of high-end models are available from China at a fraction of cost Beverages 90
  91. 91. 91 Source: Primary research Major Target Industries for MachineryMajor Target Industries for Machinery Manufacturing PlayersManufacturing Players Meat Processing Packaged Foods Ice Cream (Dairy)  With 25% growth rate, meat processing is the fastest growing segment for equipment manufacturers  Snack food, biscuits and RTE processing machinery is witnessing strong growth  Ice cream segment in the dairy processing industry is witnessing a robust growth of 15-20% year-on-year Major Target Industries 91
  92. 92. 92 Source: Primary research, APEDA Snapshot of Meat Processing IndustrySnapshot of Meat Processing Industry  Meat processing (including poultry and marine) is the fastest growing segment with 25% growth rate, of which buffalo meat processing is the biggest segment; India exported 1.8 million tons or US$ 3.2B worth beef in 2012-13, up from US$ 1.9B in 2011-12  Unlike the restrictions on cow slaughter, buffalo slaughter does not have any restrictions; however, domestic consumption of buffalo meat is very less in India and majority of it is exported  Meat processing machinery market is estimated to be around 300-400 crores and is growing at a much faster rate of 30-40%  Imported machinery use is currently less; however, it is growing at a very strong pace  ~25% of the machinery in meat segment and ~35% of machinery in poultry segment is currently imported in India  Upgradation and replacement demand is pushing the growth of imported machinery  Investment in buffalo meat processing industry is required to tap the export market, while investment in poultry industry is required to address the domestic demand and exports  In 2012-13, India exported 796 MT of processed meat in the form of sausages, canned meat, meat extracts and preserved poultry meat 92
  93. 93. 93  48 abattoirs-cum-meat processing plants in India  Primarily concentrated in Delhi/NCR region, UP, Maharashtra, and AP  Hyderabad is home to several small-to- medium scale meat processors  Largest meat processing players include Allanasons, Al Hind, and Al Kabeer  Leading poultry processing players include Godrej Agrovet, Suguna, and Venky’s Allanasons Al Hind Al Kabeer Godrej Agrovet Suguna Venky’s Several medium sized players who aspire to join the league of Allanasons and Al-Hind are replacing their existing less efficient equipment with high quality imported machinery Meat Processing – Customer Concentration 93 Source: Primary research, Company websites
  94. 94. 94 Source: Primary research, News articles Expansion Plans in Meat ProcessingExpansion Plans in Meat Processing IndustryIndustry  Suguna Foods, one of the largest players in poultry processing, has huge plans for expansion  To become a 10,000 crores company by 2017; planning to invest Rs 150 crores annually  To expand its Suguna Daily Fresh retail outlets, which offers fresh and RTC poultry products, to 500 from the current 150 by 2016  To set up a RTE processing plant in North India by 2015; plant will have slaughtering and processing facilities  To set up 2,000 QSRs (which will compete with McDonalds and KFC) in the next 5 years  Allana Group, one the largest players in meat processing, has been consistently investing in world class integrated food processing infrastructure  To invest US$20M in setting up a meat processing plant in Ethiopia which will be operational by September 2014; 75 MT of processed meat products will be exported daily from this plant  Godrej Agrovet’s subsidiary Godrej Tyson Foods, which recently upgraded its chicken processing plants in Karnataka and Maharashtra, plans to expand its RTC poultry products to 60 cities (from its current 50 cities) by end of 2014 94
  95. 95. 95 Source: Primary research Snapshot of Ice Cream IndustrySnapshot of Ice Cream Industry  Ice cream market in India is estimated to be around 3,500 crores, and is growing at a rate of 15-20% year-on-year  By 2015-16, the market is expected to double to 7,500- 8,000 crores  Highly seasonal industry with almost all the sales (retail) happening in the summer period (April-August); institutional sales provide cushion during lean periods  Presence of 7,000-10,000 players  Small unorganized players go off market during the lean periods  Indian consumers are actively storing ice creams at home which is leading to higher consumption  Ice creams as desserts during marriages and innovative products (such as Ice cream Sandwich) are boosting sales Ice cream Industry in India, 2012-13 Unorganized 45% Organized 55% 100% = 3,500 crores (US$570M) Per capita ice cream consumption is only 300ml (2011-12) which is expected to double by 2015-16 Retail, 65% HoReCa , 35% 95
  96. 96. 96 Source: Primary research Ice Cream Industry – Key PlayersIce Cream Industry – Key Players  ~80% of ice cream market is captured by top 5-7 players  Regional players have strong presence in respective regions Leading players market share Baskin-Robbins is the biggest foreign player in India Top 5 brands have pan-India presence 96
  97. 97. 97 Source: Primary research Ice Cream Machinery IndustryIce Cream Machinery Industry  Ice cream machinery is primarily imported from China; high end equipment comes from Germany and Netherlands; 60% of machinery is purchased directly from the equipment manufactures, 40% through brokers/distributors  Backed by healthy growth, all major players are expanding aggressively  Hatsun Agro acquired Jyothi Dairy as part of expansion plans; Amul is adding 5,000 outlets every year to its existing 80,000+ outlets; Unilever’s premium brand Magnum is doing exceptional business in India  Domestic machinery players include VCS India, Goma Engineering, Sriram tools, etc  Refrigeration market is growing at strong pace; in 2012-13, 3 lakh refrigeration units were sold in India (in the organized segment only)  Vadilal and Mother Dairy are investing in frozen food category (which is growing at 25% rate); Vadilal bought machinery from Italy recently Italian companies will face tough competition from China in ice cream equipment market as Chinese machinery is relatively inexpensive 97
  98. 98. 98  Ice cream/Frozen Dessert manufacturing units are primarily located in the west and north of India  Largest 4 players have 17 manufacturing units  Regional players have one or two manufacturing units in respective regions/states Amul Mother Dairy Cream Bell Vadilal Ice Cream Machinery – CustomerIce Cream Machinery – Customer ConcentrationConcentration Replacement demand is very high as players are going for more efficient and power saving machinery 98 Source: Primary research, Company websites
  99. 99. 99 1 Snack food include all chips and extruded snacks Source: Primary research Snapshot of Packaged Food IndustrySnapshot of Packaged Food Industry  Snack food1 , biscuits and RTE machinery segments within the packaged food industry are growing at a strong pace  With 20% y-o-y growth rate, snack food processing industry is one of the fastest growing segments  Potato processing (potato powder and potato by- products) and corn processing are witnessing huge demand within snack processing  ~25-30% of the machinery is imported from USA, Japan, Netherlands, etc  Key machinery imported include conveying systems and ovens  Heat and Control and American Extrusions are the key suppliers of snack food machinery in India; Italian company Fen s.r.l, is also a key player with seven plants in India Packaged Food (excl. Beverages) Machinery Market in India 100% = ~1,000 crores (US$160M) RTE, 500 croresBiscuit, 300 crores Snack Food, 200 crores 99
  100. 100. 100 Illustration does not include contract manufacturing facilities Source: Primary research, Company websites  Key customers in the packaged food industry are primarily concentrated in the northern and western parts of the country as well as along the eastern coast line PepsiCo Parle Britannia ITC Priya Foods Haldiram’s  Backed by strong growth, mid-sized players in the snack food and RTE segments are emerging as front runners in acquiring high-end imported machinery  Demand for high efficiency conveyer systems is driving the packaged food machinery segment Packaged Food – Customer Concentration MTR Balaji Wafer 100 Nestle
  101. 101. 101 Source: Primary research, News articles Expansion Plans in Packaged Food IndustryExpansion Plans in Packaged Food Industry  By 2020, PepsiCo to invest 33,000 crores (US$ 5.5B) in India  It intends to make Andhra Pradesh a national hub for sourcing mango pulp for its soft drinks  ITC to set up a 50 crores noodle manufacturing plant in Kolkata in partnership with Keventer Group  Balaji Wafers, the market leader in snack food in Western India, plans to enter North and South of India by setting up two manufacturing plants with an investment of 200 crores by 2015  Coca Cola to invest US$ 5B by 2020 across its beverages and bottling lines 101
  102. 102. 102 Source: Primary research Cold Storage – An OverviewCold Storage – An Overview  Cold storage infrastructure in India is highly inadequate for the country’s requirements  About 40,000 crores worth of food (F&V, dairy, meat, grains etc) is wasted primarily due to lack of cold storage  India currently has about 30 million MT of cold storage capacity which is only half of what is actually required  75% of the cold storage network is concentrated in 5 states of Gujarat, Uttar Pradesh, West Bengal, Punjab and Himachal Pradesh  Majority of this cold storage network supports only potato storage; there is not adequate infrastructure for other vegetables  Though cold storage and refrigeration requirements are required across all food processing segments, they are required most in meat processing, diary processing and F&V processing segments  Danfoss and Alfa Laval are leading players in cold storage, and Voltas, Carrier, Blue Star and Rinac are prominent in the refrigeration segment 102
  103. 103. 103 Source: Primary research Cold Storage – OpportunitiesCold Storage – Opportunities  There is a huge scope for development and investment in this sector  Frozen foods segment is growing at 20-25% year-on-year  Dairy segment is growing at around 10-15% year-on-year  Replacement demand is very high as a number of companies are using old equipments which consume high amounts of power; smart power saving cold storage equipments’ market is seeing an uptrend  International companies aren’t keen on building the cold storage network per se, but are focusing primarily on selling and marketing refrigeration equipment  Government is trying to help players who are interested in investments by providing subsidies and tax incentives 103 In addition to an immediate need for development of a strong cold storage network, there is a huge demand for specific products in the value chain, such as compressors, insulation products, and heat exchangers; in the short term, Italian companies can take advantage of this market
  104. 104. 104 1 USD = 61.5 INR Source: Primary research  INR20,000 crores (~US$ 3.3B) is the total market size of food packaging machinery in India  Industry is growing at a rate of 8-10% per annum, and with strong growth in processed food industry, the growth of packaging industry is also expected to accelerate  Replacement demand is driving the packaging industry as large number of companies are going for more efficient machinery  With growth in the packaging machinery, packaging materials such as oil tins and beverage cans are also growing at healthy pace Food packaging machinery market Domestic 70% Imported 30% 104 Among various segments within the processed food industry, packaged goods segment contributes the most to the growth of packaging machinery industry Packaging Industry in India
  105. 105. 105 1 USD = 61.5 INR Source: Primary research  Weighers and Drives form the two largest product categories, accounting for more than 40% of the packaging industry  Nearly 100% of the weighers and a significant portion of drives are imported  Filling Lines is one of the fastest growing product categories in Indian packaging industry as large consumer foods companies are opting for high- speed filling equipment Food packaging machinery – Key Product Categories 105 A significant portion of packaging machinery is imported from Italy; pouch making machines in the snack food industry come largely from Italy Packaging Industry – Key ProductPackaging Industry – Key Product CategoriesCategories
  106. 106. 106 Source: Primary research  Majority of the machinery that is imported comes from Germany, Italy, Japan, China, and USA  Bosch and Uflex are the two dominant players in India 106 Leading Companies Country Segment Bosch Germany All segments Uflex India Packaging films and other machinery Toshiba Japan Drives Omron Japan Drives Krones Germany Filling lines Shimadzu Japan Weighers Schneider USA Case Packing Propack Italy Safety packaging Ishida Japan Weighers OMAG Italy Bag sealing machines Altech Italy Labelling Packaging Industry – Key PlayersPackaging Industry – Key Players
  107. 107. 107 Conclusions and Recommendations 107
  108. 108. 108 1 Under Industries (Development and Regulation) Act, 1951 Conclusion and Recommendations – FoodConclusion and Recommendations – Food ProcessingProcessing  India is one of the largest food producers in the world and offers vast opportunities to food processing companies; the sector has been growing at ~15% CAGR and is expected grow at a much faster rate of 25% in the coming years. Its priority sector status and significant support from the government (setting up mega food parks, etc) makes it a very attractive sector for investment. Apart from catering to domestic demand, Italian companies can make India an exporting hub for its competitive advantage in production and exports (Nestle has been successful in doing so)  As most of the segments within food processing sector are exempted from the provisions of industrial licensing1 making it easier for Italian companies to set up operation in India; moreover, with 100% allowance in FDI in food processing sector (except in beer and alcoholic drinks, and items reserved for small scale sector, like vinegar, bread and bakery), Italian companies may enter the Indian market through any mode of operation (joint venture, partnership, acquisition, representative office, etc) 108
  109. 109. 109 Conclusion and Recommendations – FoodConclusion and Recommendations – Food ProcessingProcessing  As food industry in India evolves, food norms are changing rapidly and are becoming more stringent than before, especially in terms of labeling and packaging requirements; Italian companies planning to set up operations in India should thoroughly understand the implications of these changes before deciding on the entry strategy  Competition within the food processing sector is intense with few large players in each segment competing for organized market share, however, companies with robust and innovative product offerings, customized to suit Indian palate, have good potential to become leading players in the Indian market 109
  110. 110. 110 Conclusion and Recommendations –Conclusion and Recommendations – MachineryMachinery  Italian machinery has significant presence in the fruits & vegetables processing segment, and beverages segment; however, meat processing, packaged foods (snack food, biscuits and RTE), and ice cream industry offer high growth potential for machinery manufacturers  There is substantial demand for companies offering turnkey solutions; currently except Alfa Laval, hardly any other company is offering such high-end solutions; Italian equipment manufacturing companies can enter India with a focus on providing end-to-end solutions to food processing companies  Solutions for small and medium companies: small and medium players currently have very limited options when it comes to cost effective solutions; Italian machinery manufacturers may expand their presence by acquiring equipment manufacturers who provide solutions to small scale companies  In 2011, Heat and Control acquired Indore-based Flavorite Technologies, a company that provides equipment and solutions to the local food processing industry. Since then, market share of Heat and Controls have increased significantly, and a large portion of its India revenues come from Flavorite 110
  111. 111. 111 Thank You 111
  112. 112. 112 Appendix 112
  113. 113. 113 113 List of Importer-Distributors Specified HS Codes Duties Marketing Events Listing List of Importers and Distributors Specified HS Codes Duties Marketing Event Listing
  114. 114. 114 List of Mega Food Parks Implemented inList of Mega Food Parks Implemented in Phase I and IIPhase I and II Name State Location Investment ($M) Patanjali Food & Herbal Park Uttarakhand Haridwar 17.4 Srini Food Park Andhra Pradesh Chittoor 23.2 North East Mega Food Park Assam Nalbari 13.9 Jharkand Mega Food Park Jharkaand Ranchi 20.9 Tamil Nadu Mega Food Park Tamil Nadu Dharmapuri 24.5 Jangipur Bengal Food Park West Bengal Jangipur 20.4 Integrated Food Park Karnataka Tumkur 26.5 International Mega Food Park Punjab Ferozpur 28.2 Keventer Food Park Infra Bihar Bhagalpur 28.2 Sikaria Infra Projects Tripura Agartala 15.6 Anil Mega Food Park Gujrat Vadodara 32.9 Shaktiman Mega Food Park Uttar Pradesh Sultanpur 31.0 Paithan Mega Food Park Maharastra Aurangabad 22.2 MITS Mega Food Park Orissa Rayagada 21.4 Madhya Pradesh MFP Madhya Pradesh Khargon 29.7 Source: MOFPI Annual Report 2011-12 114