AGRI PRODUCTS EXPORTS

Marketing, SCM & Quality Management

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 Presentation Flow

 OVERVIEW OF AMIRA FOODS INDIA LIMITED

 FUNDAMENTALES OF SUPPLY CHAIN- From Farm To Fork
 EVOLUTION OF LOGISTICS SERVICES
 DEVELOPING SUSTAINABLE PROCESSING, PACKAGING & DISTRIBUTION
 TRANSFORMING QUALITY IN AGRI FOOD PRODUCTS
 MARKETING OF AGRI FOOD PRODUCTS WHILE EXPORTS

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OVERVIEW OF AMIRA FOODS INDIA LIMITED
 BRIEF OVERVIEW ON AMIRA FOODS INDIA LTD

 The Amira Group was founded in 1915 and has evolved from Trading into
Processing, Branding and Distribution of agro Commodities to become India’s
largest privately held rice company.
 The Group’s fourth generation, dynamic leader and visionary entrepreneur Mr
Karan A Chanana, Chairman is presently steering the business to greater
heights.
 Our Domestic Business today is wide spread across Pan India with more than
120 distributors and presence in all major retain chains.
 Amira exports a wide range of Basmati, Non Basmati and speciality rices along
with a wide variety of agro commodities across 40 countries worldwide.
 A category focus on rice is well rounded through a commitment to other agro-
Commodities and Bulk Commodity Trading  in pulses, sesame seeds, sugar,
onion, potatoes, maize, soybean extract, edible oil, palm oil, wheat, wheat
flour, rapeseed, millets and spices.
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 PROFILE-AMIRA FOODS INDIA LTD

•Our vision is ‘Food Connect’, expressed through relationships that

bond people and cultures through the language of food that follows
from farm to fork providing millions of people a smiling appetite across
the world.
•The company has won many Awards and Recognition as not just as an
industry leader, but also for its contributions to the country's growth
and economic stability.
•Ongoing projects for forward and backward integration – from the
procurement of seeds and organic farming initiatives, through to
establishing the first private agro-processing SEZ unit in the country’s
Basmati region – equips us with greater leverage and economies of
scale.
•The Amira brand has established a reputation for fair trade practices.
Quality products, honest pricing and the assurance of customer
satisfaction have been the guiding philosophy to grow the brand.
 BUSINESS & PRODUCT DISTRIBUTION MATRIX- MAIN
STREAM

Amira Foods
(India) Ltd

Branded Private
Business Labeling

Rice Varieties
Domestic Branded International & Edible Oils Bulk Agro
Business Branded Business Commodities Commodities

Amira Pure Amira Pure Amira White or

Sugar Potatoes
Basmati Basmati Palm Oil Raw Rice
Amira Indigo Amira Indigo Sella
Onions
Basmati Basmati Basmati
Amira Good Amira Good Long Rapeseed
Length Basmati Length Basmati Grain Meal
Amira Good Amira Good Medium
Maize
Health Basmati Health Basmati Grain
Amira Long Edible oil Soyabeen
Grain Palmoelin Meal
extract
Amira
Sharbati Millets

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FUNDAMENTALS OF SUPPLY CHAIN-From Farm To Fork
Supply Chain Management Flowchart
“Components of the environmental impacts of a typical food
chain”
 Supply Chain Management - Fundamentals

With regards to Food Products, the logistics activities are carried out by different
operators such as manufacturers, distributors, service suppliers, consumers, and
could be grouped in 7 categories-
 Order Management (Order receipt, elaboration, transmission, implementation and
invoicing)
 Management & Stock Control (Definition of supply timing and quantity, inventory
upload and download, products and packaging codification)
 Warehousing (Conservation of goods, qualitative and quantitative controls before
shipment)
 Shipment (Activities related to product movement and shipment receipt)
 Packaging (Pallets)
 Delivery (Products delivery from the starting point, to the destination)
 Sales Returns Management and Waste Disposal

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EVOLUTION IN LOGISTICS SERVICES
 Logistics Services

3 Different steps in the evolution of Logistic Services are as follows-

1st Step - Logistics is intended as a part of the production system

2nd Step – Companies, in order to reduce costs, are developing outsourcing

strategies, also for logistic activities

3rd Step – Companies are attempting to achieve a better competitive positioning

and give logistics a new strategic role, within cooperative strategies
DEVELOPING SUSTAINABLE PROCESSING, PACKAGING AND
DISTRIBUTION
 Processing, Packaging & Distribution- Insights

 Reduction in uses of energy, water & materials will require close links between raw
material production, primary and secondary processing, packaging, waste
management and reprocessing

 Identification of improvement potentials from sustainability analysis will be an

important driver for innovations that are directed towards new and novel
technological solutions for foods processing, packaging & transportation
 Challenges & Deliverables

Challenges Deliverables
1) Reduce uses of energy, water and materials 1) Methodologies for value chain analysis
2) Improve utilization of food raw materials and reduce waste 2) Identification of wasteful food processing,
throughout the production chain packaging and transportation operations with
3) Reprocess valuable food waste to food or feed potential for substantial improvement

4) Promote recycling, recovering and management of 3) Methodology for integrated assessment of

biomass, organic wastes and byproducts sustainability of food production systems
developed
5) Optimize energy production in industry including the
development and use of alternative/renewable energy 4) Scientific approaches underpinning sustainability
sources of food production systems and clearly
established sustainability measures
6) Utilize and recycle by- and co-products of food chain as
energy and active compound sources 5) Development & implementation of novel
processing, manufacturing, packaging and
7) Develop new techniques and new materials for packaging
distribution methods based on research on
8) Promote storage and transport with “zero-release” of sustainable food production
contaminants
6) Development & implementation of highly
9) Integrate different industrial systems, including food integrated sustainable village systems, including
primary production and food industries in ‘industrial food production
ecology’ relationships, exchanging matter, water & energy
and economic value in inter-industrial networks
TRANSFORMING QUALITY IN AGRI FOOD PRODUCTS
 Improving Quality - Insights

 Technology could help food producers, railway or maritime transport operators are starting to
suggest shipments on refrigerated mobile bulks, allowing for perfect product conservation without
breaking the chill supply chain, and also simplifying, where rendered possible by health and duty
authorities, administrative procedures
EXAMPLES:
 For instance, Sicilian oranges are delivered from Sicily to the CeDi of COOP in Northern Italy on railways, using
mobile bulk with passive refrigeration systems. At this moment the service involves 3 bulk delivery daily on
Trenitalia trains, but if only 15% of all oranges delivered by road would use this service, 3 trains/day could be filled
 Another example about how logistics could support food production comes from maritime transport: MAERSK has,
for the first time, has delivered a refrigerated mobile bulk of Sicilian oranges to Japan, a rich market where
Tarocco oranges cost 1 Euro a piece. In this winning case, logistics creates value for Italian agriculture
 Also the CPR system experience, a Consortium managing reusable green boxes for fruits and vegetables transport,
is important: this system has evident environmental advantages, and has also allowed a reduction of 2/3 in
packaging costs. CPR System estimations state that 50% of fresh food price comes from logistics costs, thus,
possible gains are huge, and advantages are connected to an improvement of the whole logistics chain, with
benefits to all operators (producers, distributors and customers)

Logistics providers have to “invent” innovative and affordable solutions

as to make demand and offer collide
MARKETING OF AGRI FOOD PRODUCTS WHILE
EXPORTS
 Framework for assessing a Market and identifying potential Food
Processing Customers

Market profile Key features to profile

1) Retail and Food Service 1) Current products that can use your
ingredients
2) Finished product category growth rates - last three 2) Volumes and dollar value Brand and
years product price relativity

3) Major and specialist suppliers into the category, 3) Sales volume and value
and therefore potential target market
Price relativity
Growth plans
4) Products currently on offer to current finished 4) Price range
product category suppliers Supplier and brand strength
Regional or feature differentiations
Level of innovation
Potential for collaboration
5) Target customers’ supply chain systems 5) Number of locations
Cool chain requirements
Technology levels
 TRADE MODEL MARKET SEGMENTATION

Segmentation of the business is done on the basis of needs & demands of the
Market enabling us to have a focused approach for each segment.

BRANDED AGRI
FOOD PRODUCTS

Modern
General Trade/ETHNIC Trade/MAINSTREAM- HORECA/FOOD SERVICE
TRADE MULTIPLES
• Hotels
• Traditional Shops •National Chains •Restaurant
•Wholesalers •Regional Chains
•Caterers
•Moms & Pops store •Standalones Stores
•CASH N CARRY •Institutions etc
Consumption pattern of Agri Food Products
Thank you

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