NuFFooDS Spectrum May 2018 Issue

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4 EDITORIAL NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Recall Push

Milind Kokje
Chief Editor

The food regulatory body - - Food Safety 22 per cent more than previous year.
and Standards Authority of India (FSSAI) Compared to this there are very few cases
asking top food companies to submit a
fresh plan of food recall can be an indication of of food recall in India, a recent prominent was in
the regulator’s plan to act tougher now to ensure June 2015 when FSSAI asked Nestle to withdraw
food safety for consumers. It is also construed as all nine variants of its Maggi Noodle from all over
a step to assure consumers that food companies the country. Maggi issue probably pushed the
produce and sell safe food. But the indication is process of framing regulations for recall as a
strong as the FSSAI has asked companies also to formal framework.
form an exclusive team to manage food recall and
has outlined a 10-step process for the follow up. Process of food recall is much more
complicated in country like India due to its very
Regulation for food recall procedure which was large population, extremely different climates
notified by FSSAI in January 2017 mandates food and inaccessible areas. Sheer vast size of the
business operators to have their own food recall country itself and its extremely different climatic
plan and follow certain procedure for recalling. It zones many a times make it difficult to keep the
mandates the food business operator (FBOs) to food safe when it necessitates long distance
have their own emergency plan to make the food transportation and sales in different regions with
recall process more effective, efficient and quick. different climates. Still, food items like Noodles,
After notifying the regulations as per the Food biscuits, chocolates, juices, tea and coffee are
Safety and Standards Act 2006, the FSSAI issued usually available even in far remote places of
guidelines on its implementation in November Ladakh, Sikkim and many remote tribal belts.
2017. As a subsequent step, FSSAI has asked This demonstrates excellent distribution network
top 200 food companies through a letter to draft developed by the big food companies making their
a plan and form a team. The companies have to products available in every nook and corner of the
submit the recall details and plan in 30 and 60 country.
days respectively. The companies have also been
told that whenever any company will approach But the same network may not always prove to
FSSAI for renewal of license, its food recall plan be useful for recall of the same products. Hence, it
will be reviewed by the FSSAI regional office. is crucial that the companies have been compelled
to keep plans ready with enough human resources
International media platforms like Food to conduct such a vast operation in a very limited
Safety Magazine (FSM) regularly report recall time if situation demands. FSSAI’s efforts in
of various types of foods. Currently, three year anticipation of such situations arising in the future
listeriosis outbreak in Europe involves Austria, should be appreciated. It is everyone’s wish that
Denmark, Finland, Sweden and the UK. In all 32 such situation should never come but keeping a
confirmed cases, six deaths have been reported plan ready to face such a possible situation is a
since 2015 till now, started by frozen corns. In wise move. As the well-known author of 1984 and
Africa, the world’s largest listeriosis outbreak may Animal Farm George Orwell says “We may find in
cost Johannesburg based Tiger brands $ 67.5 the long run that tinned food is a deadlier weapon
million. In another incident certain brands of dried than the machine gun.”
coconuts are linked to outbreak of Salmonella
since September 2017. In US and Canada alone in
2016, 764 food recalls were ordered which were

New Voice of the Nutraceuticals &
New - Gen Food Indystry in Asia

Volume 5  |  Issue 9  |  May 2018
www.nuffoodsspectrum.in

Publisher & Managing Editor Production & Design Nutraceuticals Nutritionals
Vijay Thombre MM Activ Sci-Tech Communications Functional Foods Wellness
Anil Walunj
Editorial Dietary Supplements
Chief Editor Cover Design
Milind Kokje ASIA
[email protected] Neha Metha
General Manager Content Creation and STtaOyPuSpTdOatReIdE,S
Coordination: Narayan Kulkarni Business
[email protected] Product & Marketing take informed
Ankit Kankar
Content Team [email protected] business deNcAisDiEoCnsto
Bengaluru: Dr Manbeena Chawla
Delhi: Kalyani Sharma Chief Finance Officer acquire
Mumbai: Prapti Shah Manasee Kurlekar
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[email protected] Asmita Thakar GenQeRraCtioodneFoods in APAC region
[email protected]
Social Media Editor: Ankit Kankar
[email protected] and creates healthy interaction

amongst industry, scientific

MM Activ Sci-Tech Communications fratenity, academOliaam, regulatory
and policy makIenrtsetronaantiaolnyeasl ,
debate and excsheacnugreesideas.

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www.nuffoodsspectrum.in  Views expressed in the published articles are
personal opinions of the contributors. NuFFoodS

6 INSIDE NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Cover Story 20

Indian dairy: Moving from

SUFFICIENCY TO EFFICIENCY

Given the growing market for milk and
milk products on the one hand, and
the untapped potential in the dairy
sector in India on the other, dairying
offers a great opportunity to increase
employment, incomes and livelihoods in
rural areas. Increased consumer interest

in high protein diets and increasing
awareness and availability of value-
added dairy products through
organised retail chains are driving
the demand for milk. During the
last 15 years, milk cooperatives
have converted about 20 per cent
of milk procured into traditional
and value-added products that
offer about 20 per cent higher
revenue. This share of value-

added products is estimated to increase
to 30 per cent by 2021-22. Although
the dairy sector is still unorganised and
due to rise in demand for high protein
diets like milk, the country is witnessing
adulteration of milk.

SPECIAL 28 SPECIAL 30

Create value added Companies preferring
nutritious products from millets the natural way

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in INSIDE 7

From the Chair 00 REGULARS

The Role of Water Editorial 04
in Bioavailability of Video Snippets 08
Nutraceuticals Policy and Regulatory News 10
Finance News 12
Dr V Prakash, FRSC, Vice-President Company News 14
of Int. Union of Nutritional Sciences Start-Up News 16
(IUNS), London, UK Immediate Past World News 18
Director, CSIR- CFTRI, Mysore, India Science News 42
Supplier News 44
Q&A 33 People News 46
Academic News 47
“Beverage industry Event 48
in India is still
at a nascent stage” 14 16

Abhishek Singh 47
Director, Manpasand
Beverages Ltd. 48

Q&A 35

“Lack of proper
standardization is a
major challenge in the
Sports nutrition market"

Prasanna Choudhari
Jt Managing Director,
Nutra Supplements

S2B 37 42

Engaging Value
Proposition

Dr R B Smarta
MD, Interlink Marketing
Consultancy Pvt. Ltd

Q&A 40

Overweight: Time
for urgent redressal

Dr Shweta Khandelwal
Associate Professor,
Public Health Foundation
of India (PHFI), New Delhi

8 VIDEO SNIPPETS NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

:

Scan the QR Code Food Science
Gaurav Gupta, Principal Secretary, Dept. of Innovation I enjoyed reading the elaborate article on the various
& Technology, Karnataka Govt. shares his experience at food research institutes based in India and how the
the "Technology in Agriculture' workshop. government is so involved in taking the research further.
Cover more articles on food and nutrition based science.
Scan the QR Code
Dr R K Marwaha, President, Indian Society for Bone - Rajat Pandey, Hyderabad
& Mineral Research (ISBMR) talks about the high
prevelance of micronutrient deficiency in India. Chocolate Chunk
A very interesting piece covered on the chocolate
Scan the QR Code market in India. The Indian chocolate market in
Deepti Gulati, Head of Programs, GAIN India points out precedent years has been witnessing tremendous
the importance of staple food fortification. growth in terms of value as well as volume. India is
a market of huge opportunity and it will continue to
Scan the QR Code grow at a healthy rate in the next few years to come.
Hemant Malik, Divisional Chief Executive, ITC Limited
clarifies the misconception about the presence of - Pooja Sampath, Bengaluru
plastic in branded packaged wheat flour.
Healthy Beverage
It is amazing to know that coffee is such a healthy drink.
Please publish regular columns of different food and
beverage products citing their potential health benefits.

- Divya Chauhan, New Delhi

Food Claims
Issues pertaining to consumer understanding of food
health claims are at times complex. I have read a lot
of articles in this regard. Do write more on the actual
health benefits of various natural food products.

- Urmi Patel, Gujarat

Thanks for your feedback. We have taken note of
your suggestions and will surely try to incorporate
the content accordingly in coming issues. Please
keep sending us your feedback and updating us on
your views about the issue and keep giving your
opinions on the content.

– Editor

Please send your feedback to
[email protected]

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in FROM THE CHAIR 9

THE ROLE OF WATER
IN BIOAVAILABILITY OF

NUTRACEUTICALS

Dr V Prakash, PhD, FRSC

President, International Society of Nutraceuticals, Nutritionals and Naturals (ISNNAN), India ●
Vice-President of International Union of Nutritional Sciences (IUNS), London, UK ●

Chairman, India Region of European Hygienic Engineering Design Group, Germany ●
Former Director of CFTRI & Distinguished Scientist of CSIR – India ●
Chairman, Editorial Advisory Board of NuFFooDS Spectrum ●

Many a times it is the figment of our such that the maximum bioavailability is the target
imagination that all bioactive molecules that one should achieve.
are soluble in water! In fact, it is not so.
Many of the products available in the market are, The macro vehicle after that solubility issue is
most of the time, in two phases, one in a powder resolved can be through capsules, caplets, syrups,
form and the other in an emulsion form. Thus concoctions, extractives, excipients etc. Though
worrying the hard core Scientists as to how it can this is a large Himalayan Task in setting up the
reach the body targets through the membrane active molecules bioavailable rather than just the
when is not in a soluble form? In a simple analogy, declaration on the nutraceutical containing product
this is very similar to fat soluble vitamins. The label, for e.g. “80 mg of Nutraceutical A is present in
Vitamins A, D, E and K are well known fat soluble this capsule or in this food”! This does not mean that
vitamins. In the all of it is in soluble form! Perhaps in the long run
aqueous phase,
the solubility is as Nanoscience
so less obviously increases its
the bioavailability reach out and
is much lesser for its affordability
these. Learning and other cutting
from this what we edge technologies
can do in the world become user
of Nutraceuticals? affordable of both
the manufacturer
It is important and the consumer
to pick up the the puzzle and
choicest vehicle or riddle continues.
solvent to deliver
the nutraceuticals in The question
such a fashion that of how much one
till the nutraceutical takes in orally
reaches the various cells in the body it remains in and how much
soluble form and is constant bioavailable to the cell. does it go into the
body is perpetually unanswered and at this point of
Once again I would like to give the example time except for a few molecules we are completely
of Curcumin from turmeric. This is a fat soluble lost in the Bioavailability and Bioaccessibility
biomolecule and requires hydrophobic media to of Nutraceuticals to the Body in the NuFFooDS
reach the targets. Since that hydrophobic media is formulations containing Nutra-Nutri. Time to address
not available in nature always, scientists have come the issue through Science based evidence or through
out with a solution of water soluble Curcumin without Combinatorial Science of molecules.
losing its inherent properties. This is an important
exercise that needs to be done by the research teams
and academia to enlarge the canvas of nutraceuticals

10 REGULATORY NEWS NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

FSSAI FSSAI to spread
eases out awareness about Vitamin D
rules for
distributors The Food Safety and Standard media, to raise awareness about the
Authority of India (FSSAI) will be large-scale food fortification being
Agents and distributors of launching a campaign, Project carried out.
direct selling companies Dhoop -to spread awareness around
like Herbalife and Amway importance of Vitamin D for school Widespread micronutrient
will no longer need to going children and role of natural malnutrition is a serious threat to the
have storage facility or sunlight and fortified food in assuring health of the nation and consequently
premises for registering its good intake. affects growth and development.
with the Food Safety and According to the National Health
Standards Authority of The campaign will be launched and Family Survey (2016) alarming
India (FSSAI). Companies in collaboration with Central Board 70 per cent of the Indian population
involved in direct of Secondary Education (CBSE), New consumes less than 50 per cent of the
selling can also get bulk Delhi Municipal Council (NDMC) along recommended daily allowance (RDA)
registration on behalf with the support of Kwality. FSSAI of micronutrients. About 70 per cent
of their direct sellers on recently organised an interaction of pre-school children and over 50 per
its own instead of each between domain experts, key cent of women suffer from anaemia
direct seller getting stakeholders in fortification and the caused by iron deficiency.
individual registrations.
Direct selling is a form of FSSAI issues new
retail in which products regulations for oils, fats
are marketed directly to
consumers through a The Food Safety and Standard Authority of India (FSSAI) has revised the
network of agents. As per existing standards for oils and fats and added new standards harmonised
the latest order by FSSAI, with those of Codex. In this regard, the apex regulator has issued a draft
since direct sellers do not notification detailing the new standards and regulations for the oils and fats
have premises or storage category. New standards have been issued for palm stearin, palm kernel
facility, they find it difficult olein, palm kernel stearin, superolien, avocado oil and inclusion peroxide
to obtain registration value in the standards of all vegetable oils. The existing standards of kachi
as direct sellers from ghani mustard oil and palm oil (with regard to melting point) and vanaspati
Registering Authority. have also been revised. The draft regulations also revised the standards of
The Direct Selling Agents rapeseed oil (toria oil) or mustard oil (sarson ka tel). According to the draft,
are attached to Direct this oil should be extracted from clean and sound mustard seeds belonging
Selling Entities (DSE) to the compestris, junceaor napus varieties of Brassica.
which are responsible
for safe storage and
transportation of food
products. Registration
of mobile direct sellers
could be done by
respective registering
authority on production
and verification of their
identity certification or
authorisation issued by
Direct Selling Entities
along with personal
identity proof.

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in REGULATORY NEWS 11

Nestle and NASVI team up with Govt to invest
Madhya Pradesh for safe food Rs 50B
in Food
Government of Madhya Pradesh has and well-being of all. It is encouraging Corporation
joined hands with Nestlé India and that hands-on training will be of India
the National Association of Street imparted to street food vendors for
Vendors of India (NASVI) to train safe food in the state. The government plans
1,000 street food vendors in Bhopal to infuse Rs 50 billion
and Indore on food quality and safety. The programme will also help equity in state-run Food
Project ‘Serve Safe Food’ which has in increasing the income of street Corporation of India (FCI)
already benefitted over 5000 street food vendors by equipping them over the next two years
food vendors across India, will train with the necessary knowledge and to ease liquidity problem
the vendors on health, hygiene, safe skills. While street food vending is and make its procurement
food handling, waste disposal and an important source of employment operations more efficient.
entrepreneurship. for a large population, a variety FCI, the government's nodal
of constraints including lack of agency for procurement and
This initiative between the knowledge and skills in business, distribution of foodgrains,
Madhya Pradesh Food and Drug limited training opportunities, and will also raise Rs 320 billion
Administration (FDA) and Nestlé India restricted mobility have prevented through government-
is significant as safe food plays a very street vendors from improving their guaranteed bonds. Since FCI
important role in ensuring the health skills and capabilities. is established under a special
Act of Parliament and does
Cabinet approves food safety not come under a Company
agreement for India, Afghanistan Act, the Corporation's capital
is in the form of equity and is
The Union Cabinet chaired by Prime Minister Narendra Modi has approved not divided into shares. The
the signing of a Cooperation Arrangement between Food Safety & Standards committee also asked FCI to
Authority of India (FSSAI), Ministry of Health & Family Welfare (MoH&FW) take steps for expeditious
and Ministry of Agriculture, Irrigation & Livestock (MAIL), Afghanistan for settlement of its outstanding
cooperation in the field of Food Safety and related areas. dues from various central
ministries to prevent undue
The areas burden on food subsidy
of cooperation bill. FCI's primary duty is to
include the undertake purchase, storage,
establishment movement, transport,
of a mechanism distribution and sale of
of information foodgrains. It purchases
exchange and foodgrains at government
communication; announced rate and supplies
facilitating to states for the public
technical distribution system at
exchange on subsidised rates.
identified topics
of interest
especially
about import
procedures,
quality control operations, sampling, testing, packaging and labeling;
facilitating or organization of joint seminars, workshops, visits, lectures, training
programme, etc. The cooperation arrangement will facilitate information
sharing, training and capacity building measure and learning from each other’s
best practice to improve food safety ecosystem.

12 FINANCE NEWS NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Amul reports 8% Chai Point parent to raise $20 M
increase in turnover
Mountain Trails Foods Pvt. Ltd, which owns the Chai Point chain
Gujarat Co-operative Milk Marketing of tea and snacks stores, is in advanced discussions to raise
Federation Ltd, which markets the Amul about $20 million in Series C funding from new investors such
brand of milk and dairy products, reported as private equity firm Paragon Partners and existing investors
an 8 per cent increase in turnover at Rs that include Saama Capital India Advisors LLP.
29,220 crore for the financial year ended
The latest Series C funding round comes at a time when the
March 31, 2018. Its branded consumer Bengaluru-based chain is looking to aggressively increase its
products registered growth of 14 footprint in top metros across India in a bid to keep competitors
per cent over the previous year, such as Sunshine Teahouse Pvt Ltd-run Chaayos at bay.
with products such as cheese,
butter, milk beverages, paneer, Chai Point’s existing investors other than Saama include DSG
cream, buttermilk and dahi having Consumer Partners and Fidelity International Ltd’s investment
expanded 20-40 per cent. The arm Eight Roads Ventures, who are also participating in this
group turnover of Amul brand has round. New investor Paragon Partners, founded by Siddharth
crossed Rs 41,000 crore which Parekh and Sumeet Nindrajog and which recently raised $120
is 10 per cent higher than last million for its maiden fund, may end up leading the round.
year. The Amul federation
has been achieving a So far, Chai Point has raised roughly $13 million in funding,
compound annual growth including a $10-million Series B round in 2015 led by Eight Road,
rate of more than 18 per cent DSG and Saama, which has just closed a new $100-million fund.
for the past eight years because of
higher milk procurement, continuous
expansion in markets, launching
of new products and adding milk

processing capacities. Pouch milk, which
is the highest turnover product, posted
double-digit growth in value.

Bira 91’s loss widens to Rs 55 Cr

B9 Beverages Pvt. Ltd, maker of the would go for an initial public
popular Bira 91 beer, posted a loss offering (IPO) in the next three to
of Rs 55.06 crore for the year ended four years. Besides India and the US,
March 31, 2017, a big jump from the company has been working on
the Rs 12.32 crore the previous year. entering five new markets—the UK,
Revenue from operations for the Singapore, Hong Kong, Thailand and
year ended March 31, 2017 stood the United Arab Emirates.
at Rs 30.9 crore, up from Rs 4.02
crore in the fiscal year ended March B9 Beverages, which has so far
2016, according to the company’s raised about $30 million, is majority-
latest filing with the Registrar of owned by venture capital fund
Companies (RoC). While a majority of Sequoia Capital India Advisors.
the revenue came from selling beer Besides founder Ankur Jain, other
in India, the company’s US subsidiary minority investors in the company
B9 Beverages Inc. generated sales include Chennai-based asset
of Rs 3.4 crore from the US market management firm Anicut Capital;
during the year. General Atlantic managing director
Shantanu Rastogi and senior vice-
Recently, the company had president Alok Misra; Naik Family
announced that B9 Beverages Trust 2013, to name a few.

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in FINANCE NEWS 13

Heritage Neev
Fund
Foods to boost invests

revenue with in
Leap
new products India
Food
Heritage Foods Ltd is
targeting a compounded State Bank of India and UK’s Department for International
annual growth rate of about Development-backed private equity firm Neev Fund have invested
25 per cent, up from 15 per an undisclosed amount in Leap India Food and Logistics Pvt. Ltd,
cent registered in the recent which is promoted by the family of former Formula One racer Narain
times, by expanding its value- Karthikeyan. Coimbatore-based Leap India has raised the funding
added products portfolio. The through its subsidiary Lakshmi Agri Logistics Pvt. Ltd. The investment
Hyderabad-based dairy major will be used to develop modern silos and other agriculture-related
recently launched its new businesses across states with low levels of capital investment. Silos are
premium range of ice-creams structures used for storing foodgrains. Leap India Food is on the verge
under the brand name of creating a large company in the silos and agri-logistics space. It is
Alpenvie targeting the young building silos across Punjab, Delhi and Assam, and aims to create an
generation. The company is in asset base of over $500 million in the next five years.
the process of consolidating
its dairy business, after Yumlane raises $4M
divesting stake in retail from Singapore investor
operations and acquiring
dairy business from Reliance Mumbai-based packaged develop products, increase its
Industries. The company food firm Yumlane has raised retail footprint, hire sales and
plans to invest Rs 80 crore on $4 million in a Series A round marketing executives, and
the new products over the of funding led by Singapore- manage its backend operations.
next four years. Initially, these based RB Investments. Existing The company operates in
products will be available investors Orios Venture Partners four cities—Mumbai, Pune,
in key metros in the South and Flipkart co-founder Binny Bengaluru and Hyderabad.
and West and eventually Bansal participated in the round Yumlane sells packaged food,
be available pan-India. The as follow-on investors. While specifically pizzas and momos,
company, which operates RB Investments put in $2.5 in supermarkets. The two food
across 15 States, handles 16 million, Orios invested between products have a 70-30 sales split.
own processing plants and $800,000 and $900,000 and The firm sells the products in
3 leased ones. The installed Bansal, $300,000. Yumlane, about 300 modern trade outlets
capacity of milk processing run by Qwikpik Technology like supermarkets and through
is 20.9 lakh litres per day Pvt. Ltd, will use the funds to online distribution channels.
and about 2.5 lakh litres per
day from leased plants. The
company, with a significant
presence in the South, is
expanding in the North and
Western parts of the country.

14 COMPANY NEWS NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

PepsiCo to reduce sodium content in snacks

PepsiCo will be reducing the salt PepsiCo, which makes Lays and
content in Kurkure, its flagship Doritos besides Kurkure snacks, and
snacks brand, in line with its global soft drinks including Pepsi Cola and
nutrition objectives. The first low-salt Mountain Dew, will reduce sodium
Kurkure packs have been recently and fat content in snacks and
rolled out. sugar content across its juices and
carbonated drinks by 2025.
PepsiCo, which competes
aggressively against more than two According to the company’s
thousand local brands in addition to global commitments, three quarters
established competitors including of its global foods portfolio will
ITC, Parle and Haldiram in packaged contain sodium volumes less than
salted snacks, is innovating 1.3 milligrams per calorie, and that at
aggressively through hyper localised least three-quarters of its foods will
variants, revamped packaging and not exceed 1.1 grams of saturated fat
penetrative distribution. per 100 calories by 2025.

GlaxoSmithKline to Future Group
strategically review Horlicks plans food
park in Assam
GlaxoSmithKline plc (GSK) has reached an agreement with Novartis for
the buyout of Novartis’ 36.5 per cent stake in their Consumer Healthcare Chief Minister of Assam Sarbananda
Joint Venture for $13 billion. Sonowal and Future Group CEO
Kishore Biyani have planned
GSK is initiating a strategic review of Horlicks and its other consumer together to come up with the idea
healthcare nutrition products to support funding of the transaction, and of a flour mill and a food park. The
to drive increased focus on OTC and Oral Health categories. Combined group has announced that it will
sales of these products were approximately £550 million in 2017. enhance its retail presence across
the Northeast India. Currently,
The majority of Horlicks and other nutrition products sales are appropriate places are being
generated in India, with the Horlicks range widely recognised as a searched for the food park, and rice
portfolio of premium nutrition products. India remains a priority market varieties are also being checked.
for GSK investment and growth. The Consumer Healthcare business will Future Group plans to produce Desi
continue to invest in growth opportunities for its OTC and Oral Health Atta brand from the upcoming flour
brands, such as Sensodyne and Eno. mill. The company will also make
incursion in Ayurveda products.
Future Group also plans to come up
with hypermarket chain Big Bazaar
in Dibrugarh, Bongaigaon, Tezpur
and Tinsukia in Assam. According
to the group, its hypermarket chain
has a conversion rate of visitors of
around 75 per cent. Future Group
has invested around Rs 350 crore in
the Guwahati central store.

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in COMPANY NEWS 15

Varun Beverages to establish
greenfield facility in Punjab

PepsiCo India's bottling partner Varun Tropicana fruit juices, Quaker Oats milk-
Beverages is setting-up of a greenfield based Beverages and Gatorade.
production facility for select beverages
in Punjab. The facility will be the first The setting-up of this production
fully backward integrated facility in India facility is in-line with the company’s
to manufacture the complete range endeavour to strengthen its presence in
of products including carbonated soft fast growing categories. According to the
drinks (CSD) at a single location. company, the addition of these product
categories to the portfolio will result in
The company plans to set-up the better asset usage as the seasonality in
greenfield production facility, subject these categories is relatively lower and
to receipt of necessary approvals, to will augment the company’s return ratios
create in-house production capacity for and profitability metrics going forward.

Dabur to bolster Ajinomoto to focus on
e-commerce MSG safety in India
strategy
Ajinomoto Co. Inc. is planning to tap social and digital media to create
FMCG major Dabur India is all set to
scale up some of its smaller brands awareness about safe consumption of its popular monosodium
as it aims to focus more on Ayurvedic
and natural healthcare segments. The glutamate (MSG) seasoning product aji-no-moto in India. Through the
company is also looking to create a
pipeline of new premium products social media, the company
that would be exclusively sold
through the e-commerce channel. would launch series of
These brands are in the range of Rs
30-50 crore in size but have very cookery videos and shows
unique credentials. Dabur has also
decided to take a couple of products on Indian recipes besides
from their prescriptive portfolio and
make them available over-the-counter an awareness campaign.
through advertisements.
The Indian subsidiary
E-commerce is fast emerging as a
viable option for differential premium of Japan-headquartered
products in the FMCG sector. For
instance, around 10 per cent of the company currently
sales for Dabur’s badaam oil, which is
a seasonal and a niche product, comes imports aji-no-moto from
from e-commerce. At the same time,
Dabur is ready to roll out its new fruit its Thailand factory which
based drink this summer. While the
new brand is not designed for rural mainly serves to the South
markets, the company believes that
it will definitely have greater traction East Asian countries. The
in the rural markets compared to the
existing brand Real, due to its pricing. Thailand factory produces

64,000 tonnes of aji-no-

moto per year which also

serves the Indian market.

Ajinomoto is the brand

name and the product

name is the Mono Sodium Glutamate (MSG) made from Tapioca starch

and Sugarcane molasses through fermentation process.

According to Ajinomoto India, as part of boosting demand in

Indian market, the company, would adopt various methodologies

towards addressing consumers on safety. Stating that consumers

having high blood pressure are advised to restrict or resist consuming

sodium normally contained in common salt, the company highlighted

that the use of MSG reduces 35 per cent of sodium in-take, without

compromising on the palatability of the foods.

16 START-UP NEWS NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Foodpanda introduces
dedicated tech centre

Foodpanda has recently would be headed by Nitin Gupta,
announced the launch of its who was recently appointed as
dedicated technology centre in the Head of Engineering.
Bengaluru, aimed to strengthen
the technology infrastructure, The tech centre would
product capabilities and end user extensively work on re-imagining
experience for the company. the product, integrate functions
and introduce specialised
A blueprint has been drawn domains of machine learning and
to hire about 100 team members data sciences.
with strong tech background in
a span of six to nine months. The The centre will also be used
tech centre, which would be fully for aggressive R&D functions in
operational in a couple of weeks, the future while leveraging best
practices from around the world.

Alteria Capital Tea startup ventures
into coffee segment
invests $1.31M
The Good Life Company (TGL Co.), a luxury tea startup, is
in food startup planning to venture into the coffee segment due to the evolving
consumer preference. The 15 month old Indian startup has
Mumbai based foodtech startup expanded rapidly in the B2B segment with its teas now available
Fingerlix has raised $1.31 million of at more than 160 hotels, restaurants and cafes across 9 cities.
venture debt from the maiden venture After having more than 300 recipes of tea blends developed in its
debt fund launched by Alteria Capital R&D centre, the company has now forayed into the luxury coffee
recently. The startup will utilise the debt which is classified into four collections - International, Indian,
raised towards building out Fingerlix’s Flavoured and Instant Coffees. The startup had raised its seed
production capacity, expansion of the round of funding in April 2017. TGL Co. further plans to launch its
product suite as well as growth into international website for teas and coffees and kickstart sales on
newer markets. Founded in October Amazon Launchpad EU and UK thereafter. The startup’s ultimate
2015, Fingerlix is the brainchild of aim is to create a 100-crore business in the luxury indulgences
Shripad Nadkarni. He teamed up with category. TGL Co. is leveraging the existing sales channels to
Shree Bharambe, Abhijit Berde and promote coffees aggressively and create an awareness for high-
Varun Khanna to get the venture off quality brews.
the ground. The foodtech startup
serves freshly cooked and chilled food
prepared in hygienic kitchens. It aims
to popularise its products through its
web, mobile interfaces and call centre
services. It provides fresh almost-ready
food solutions like batters, mixes,
curries, dals, parathas and fully-ready
accompaniments to go with them.

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in START-UP NEWS 17

Aavishkaar to invest Rs 35 Crore Beverage
in packaged foods brand startup plans
expansion with
India’s leading impact investor in modern avatars processing grains ethnic drinks
Aavishkaar, part of the Aavishkaar- like Ragi into healthy breakfast and
Intellecap Group, is set to invest Rs snack options such as flakes, Ragi Ethnic beverages brand
35 crore into packaged foods startup bites, muesli and ready-to-cook oat- Goli Soda, part of Mitaahaar
Kottaram Agro Foods that markets millet meals. This fund raised will Food Ideas, announced its
products under the brand ‘Soulfull’. also mark the brand’s foray into the plan to open 10 outlets in
beverages category as it gets set to Hyderabad and increase its
The investment will be made launch ‘Smoothix’, its high protein, manufacturing to 12,000
through its $200 million Aavishkaar health drink made out of 12 natural bottles per day from 2,000
Bharat Fund with the fund having grains. The Aavishkaar Bharat Fund currently. The beverage
completed its first close at $95 is targeting early-to-mid stage startup also plans to venture
million late last year. The round investment opportunities in sectors into Bengaluru and Chennai
marks Soulfull’s first institutional such as healthcare, agriculture, clean markets in the next few
fund raising exercise. The Bengaluru- technology, education and financial months and will be scouting
based firm brings traditional grains inclusion. for fresh investments. The
such as millets back to the consumer company makes various
types of natural beverages
including coconut water
and sugarcane juice and
competes with the likes of
Hector Beverages’ Paper
Boat. Other than their
own stores, they have also
partnered with food delivery
app Swiggy and several
restaurants. The startup is
looking at raising Rs 2.5-3
Crore to be deployed in
research and development
and scaling up the business.

Carmel Organics joins agritech portfolio

Neemuch, Madhya Pradesh based supply chain to deliver traceable,
startup Carmel Organics has recently organic, functional herbs to the global
boarded the agritech portfolio of markets. It works directly with more
Ankur Capital, an India-focused VC than 1,500 farmers, educating and
fund backing early-stage startups. training them on practices that will
Carmel Organics was founded in yield products that meet the quality
2012 by Shailendra Dhakad and requirements for certified organic
Rajesh Sagitla with the aim of helping produce across major global markets.
small farmers in India increase their In turn, farmers realise significant
incomes by the sales of organic herbs income gains from this association.
and the production of the spices and The raised funds shall be utilised to
their subsequent distribution. The scale-up its business, particularly
company has developed an integrated targeting the global markets.

18 WORLD NEWS NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

IOM, FAO Micro Sri Lanka gets its
Gardening Scheme first noodle meal kit
to feed Rohingya
Refugees Nestlé has launched yet another exciting innovation to the market –
Maggi Creations. It is Sri Lanka’s first ever noodle meal kit, providing
IOM, the UN Migration Agency, and the consumers with pre-portioned food ingredients and recipes to prepare
UN Food and Agriculture Organization home-cooked Nasigoreng and Biriyani style noodle meals. It is part
(FAO) are distributing 50,000 vegetable of Maggi’s Simply Good initiative to inspire and offer tastier and more
gardening kits to tackle malnutrition nutritious choices, and encourage more home-cooking among the
and improve the diet of people affected younger generation.
by the Rohingya refugee crisis in Cox’s
Bazar, Bangladesh. Almost 700,000 Each Maggi Nasigoreng and Maggi Biriyani pack serves two
refugees have fled to Cox’s Bazar from people, containing two noodle cakes made with the goodness of oats,
Myanmar’s North Rakhine State in a seasoning mix of spices and vegetables, and a spicy sauce. It also
the past seven months. Many were provides recipes to enhance the meal with vegetables and meat for
already suffering from malnutrition added nutrition.
due to poverty and discrimination in
Myanmar. Now reliant on basic food Catering to consumer preference for no artificiality and more natural
rations of rice, lentils, cooking oil and and familiar ingredients, the Maggi Creations range contains a variety of
spices distributed by aid agencies popular Sri Lankan spices to naturally enhance flavour, including garlic,
every two weeks, the refugees, coriander, cardamom, turmeric, cumin, chilli, black pepper, nutmeg,
particularly children under five years fenugreek and aniseed. It also offers nutrition and portion guidance on-
old, urgently need to diversify their pack to help consumers eat a healthy and balanced diet.
diet. Local families also need access
to more diverse and nutritious food.
The micro gardening initiative, which
will provide seeds and tools to 50,000
families – 25,000 in the refugee camps
and 25,000 in host villages in Ukhiya
and Teknaf sub-districts – is part of a $3
million programme to promote home
gardening and larger-scale production
among local farmers. The initiative is
funded by the US State Department’s
Bureau of Population, Refugees and
Migration (PRM).

WFP, BISP join hands to tackle malnutrition

World Food Programme (WFP) has signed a Memorandum objectives in support of Pakistan's own development
of Understanding (MoU) with Benazir Income strategies -Pakistan's vision 2025 and Sustainable
Support Programme (BISP), Pakistan to address Development Goals (SDGs).
malnutrition in deprived pockets under the title The key objectives of the MoU include
'1000 days partnership against malnutrition.' improvement in education enrolment through
Finbarr Curran, Country Director WFP and revitalizing the school meal system, to improve
Omar Hamid Khan, Secretary BISP signed the emergency preparedness response mechanism,
MoU in the presence of United Nations World to enable the social protection of Pakistan
Food Programme (WFP) Executive Director more nutrition sensitive by working on Nutrition
David M Beasley and BISP Chairperson Marvi Conditionality Programme and to nurture public
Memon recently in Islamabad.
private partnership to ensure long-term sustainability of
The MoU for 2018-2022 is aligned with WFP's strategic the programme.

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in WORLD NEWS 19

Cargill invests $17.2M in Canada spends
Ontario poultry processing plant on Quebec dairy
processor
Cargill has invested $17.2 million in its poultry processing plant in London,
Ontario in Canada to install a new Controlled Atmospheric Stunning The Canadian government plans to
(CAD) system at the facility. The CAD technology will replace the electric invest up to $3 million in Quebec-
stunning system which is currently in operation at the facility, and the based dairy processor Fromagerie
new system will become operational this spring. Bergeron. This investment comes as
part of the Canadian government’s
Cargill was an early adopter of Dairy Processing Investment Fund,
controlled atmosphere stunning which will see the government
(CAS) with the implementation invest $78 million in dairy
of the technology at a turkey processing companies between
processing plant more than 10 2017 and 2021, allowing these
years ago. A growing number of firms to modernise their operations.
processors are investing in the According to Fromagerie Bergeron,
technology to enhance animal the investment will allow it to
welfare practices and in response install robotic equipment and
to customers requesting it as further automate its production
a more humane method of slaughtering while ensuring the safety of lines to increase production
workers and maximizing the quality of the poultry products. Cargill joins capacity. The manufacturer
Olymel, Perdue Farms and Milly Poultry and Costco's Lincoln Premium specialises in gouda production,
Poultry as investors in the technology designed for poultry. and the new equipment would
help the company to market sliced,
Hershey develops cocoa grated and produce cheeses in
programme in West Africa various sizes, as well as lowering
production costs. Canadian
The Hershey Company has growing ecosystem in its supply government is of the view that
created a new sustainable cocoa chain. The eradication of child Roger and Mario Bergeron are great
programme called Cocoa For labour and further investment in examples of forward-looking dairy
Good, and the company will education opportunities for young processors focused on improving
invest up to $500 million by 2030 people in cocoa growing regions their company’s productivity,
to help support the programme. are other core goals of the scheme, modernizing their equipment, and
Cocoa for Good will help to as the company aims to provide enhancing dairy products.
address issues such as poverty, these young people with essential
vulnerable ecosystems and poor skills.
nutrition among its cocoa farming
communities through investments Another aim of the scheme is
and collaborative programmes. to increase the household income
of men and women in these
One of the core aims of communities through investment
the programme is to protect schemes, while the company will
forests and ecosystems through also attempt to improve access to
innovative agroforestry methods, healthy foods to improve nutrition
in order to preserve the cocoa- in these communities.

20 COVER STORY NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Indian dairy: Moving from

SUFFICIENCY
TO EFFICIENCY

Given the growing market for milk and milk products on the one hand, and the untapped
potential in the dairy sector in India on the other, dairying offers a great opportunity to
increase employment, incomes and livelihoods in rural areas. Increased consumer interest in
high protein diets and increasing awareness and availability of value-added dairy products
through organised retail chains are driving the demand for milk. During the last 15 years,
milk cooperatives have converted about 20 per cent of milk procured into traditional and
value-added products that offer about 20 per cent higher revenue. This share of value-added
products is estimated to increase to 30 per cent by 2021-22. Although the dairy sector is
still unorganised and due to rise in demand for high protein diets like milk, the country is
witnessing adulteration of milk.

In compliance of orders of the Supreme Court of
India dated August 5, 2016 in the case Writ Petition
(Civil) No.159 of 2012 titled ‘Swami Achyutanand
Tirtha & others v/s Union of India & others pertaining
to checking the menace of adulterated milk, the
Food Safety and Standards Authority of India (FSSAI)
has advised states/Union Territories (UTs) to comply
with the directions of Supreme Court. In response,

nine states/UTs namely Nagaland, Uttar Pradesh,
Karnataka, Gujarat, Uttarakhand, Arunachal
Pradesh, Assam, Dadra and Nagar Heveli and Tamil
Nadu have so far submitted their Action Taken
Report on the orders of Supreme Court of India
to FSSAI.
To look into the issue of milk adulteration,
state/District level Steering Committee has
been constituted in some states such as Uttar
Pradesh, Assam, Karnataka. Further, states/
UTs have instructed their officers to ensure the
effective enforcement and implementation of
the Food Safety and Standards Act, 2006

and Rules and Regulations made thereunder and to
conduct Information Education and Communication
(IEC) activities about milk adulteration etc.

With these developments, the country witnessed

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in COVER STORY 21

a drop in the number of cases of adulteration of milk of milk situation in the country with National Dairy
in 2016-17 as compared to the previous year. The Development Board (NDDB) and State Milk Federations.
amount of penalty received during the year was Rs 8.10 The Department has observed that due to increase
lakh from 68 convictions. However the year 2015-16 in the international and domestic prices there will
witnessed an increase in number of milk adulterations be less availability of milk and milk products in the
and governments have launched 133 criminal cases summer season which may affect the quality of milk
and 1885 civil cases with 545 convictions during the and milk products. The issue of adulteration of milk
year. The government has put 1263 penalties that have been discussed regularly under the chairmanship
amounts to Rs 2.73 crore as against Rs 21.86 lakh of Secretary (ADF) with the officers from Health &
penalty received during 2014-15. This was stated in a Family Welfare, FSSAI, and National Dairy Research
written reply in the Rajya Sabha by the Minister of State Institute (NDRI), Karnal, Haryana, which have discussed
(Health and Family Welfare), Ashwini Kumar Choubey about the measures/steps to be taken for effective
on February 6, 2018. enforcement of the provision of Food Safety and
Standard Act (FSS Act) 2006 and to ensure availability of
Addressing milk adulteration good quality milk and milk products to the consumers.
To discuss the issue of adulteration of milk and milk
products with the State Cooperative Milk Federations, In view of the necessity to comply with stringent
National Dairy Development Board (NDDB), Food Safety food standards and growing consumer awareness in
and Standards Authority of India (FSSAI) and State Food respect to milk quality and safety, Dilip Rath, Chairman,
Safety Department representatives, Parshottam Rupala NDDB, at the Indian Dairy Association (IDA)’s 46th Dairy
and Gajendra Singh Shekhawat, Union Minister of State Industry Conference on February 8, 2018, said “dairy
for Agriculture and Farmers Welfare presided a meeting industry has to continuously work towards improving
on December 21, 2017. The ministers advised the quality in the entire dairy value chain – from the farm
stakeholders to identify the unscrupulous agents who level to retail point. Considering that majority of our
indulge in adulteration of milk as their business. milk producers are smallholders with one to two
animals, the way forward for ensuring the quality starts
The ministers pointed out that directions have with hygienic milking of animals and milk procurement.
been issued by Secretary, Animal Husbandry, Dairying Presently, only about 60 per cent of the total quantity
& Fisheries (ADF) to all Chief Secretaries and Food of milk procured by cooperative sector is covered
Commissioners of states/UTs to conduct 500 random under cold chain and less than 50 per cent of the milk
sampling of milk every month at village level for collection centres use milk testing facilities. States
detecting adulteration particularly of edible oil, sucrose need to provide financial support to dairy industry
and detergents. Under this drive 50,000 samples will be to strengthen infrastructure for village level cooling
taken countrywide. FSSAI has been advised to follow
up on this. States have also been advised to install
Milk Adulteration testing equipment at village level for
detection purposes. Assistance for this will be provided
by the Department of Animal Husbandry, Dairying &
Fisheries (DADF) under the National Programme for
Dairy Development (NPDD). Rs100 crore have been set
apart for this.

The Indian Council of Agricultural Research (ICAR)
was directed to enable quick testing methods for
testing chemicals which are not detected by the
existing testing machines. Uttar Pradesh is being
assisted to install 390 milk adulteration testing
equipment in 2017-18 at village/District level. The state
of Uttar Pradesh has witnessed maximum number of
milk adulteration cases with 1515 samples being found
adulterated from a sample of 2787 during 2015-16. The
number of convictions in the state was also highest in
the nation with 397 and 763 penalties. The amount of
penalties generated was Rs 2.1 crore during 2015-16.

The DADF is regularly reviewing the availability

22 COVER STORY NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

and testing facilities which would help in addressing Milk Fortification
these issues. Dairies should also introduce an element
of premium / penalty linked to quality of milk as part India today is the largest producer of milk, with
of their pricing policy to encourage milk producers to approx. 160 million metric tonnes per annum. The
improve the quality of milk.” per capita availability of milk today is approx. 357
ml which would not have been possible without
On the dairy processing front, Dilip Rath said, “many the White revolution. A major credit goes to Dr
of the dairy plants in India have outlived their ‘efficiency Kurien – The Milk Man of India and Architect of the
life’ and need to be modernized to make them more Operations flood who engineered the cooperative
energy efficient and reduce milk solids losses. While movement in India which has benefited millions of
moving forward, dairies should introduce a system farmers.
for quick detection of adulterants, antibiotics and
pesticides residues in milk and traceability thereof by Milk is a complete food and is a good carrier
moving towards an Animal Identification system using of Vitamin A and Vitamin D. However, due to the
the ICT based MIS, viz., INAPH (Information Network for processing needs and the current insufficiency /
Animal Productivity and Health).” deficiency in the population not enough of these
vitamins are delivered through food. The deficiency
Another important factor for bringing in efficiencies is widespread and 70-90 per cent of the population
in the dairy sector would be to improve the efficiency is either insufficient or deficient in Vitamin A and
of the human resources in the dairy industry. This D. As a result fortification of milk can act as a
would require upgradation of the skill sets of the complementary strategy, help reduce this gap and
human resources through training and capacity can act as a vehicle to carry Vitamin A and Vitamin D.
building programmes. Dairy industry can perhaps
think of establishing national level training institutions, Food Safety and Standards Authority of India
which can provide training and skill upgradation on (FSSAI) rolled out recommendations for fortifying
all technical and practical aspects of dairying covering Skimmed Milk, Double Toned Milk, Toned Milk
input services, procurement, processing and marketing. and standardized milk with 770 IU of Vitamin
“IDA may perhaps take the leadership with cooperation A and 550 IU of Vitamin D per litre of milk. The
of dairy industry to create a national level facility fortification will help provide 15-30 per cent of the
to cater to the human resource requirement of the daily requirement for these Vitamins. National level
industry,” suggested Dilip Rath. consultations were conducted to make the industry
aware of the standards and were requested to take
Role of Dairying up the fortification of milk for public good. Taking
In India, dairying is an important economic activity this initiative forward development partners like
which contributes to about 67 per cent of the value Tata Trusts have supported states like Jharkhand
of output of livestock sector. About 7 crore rural and Assam to start the fortification of their Milk
households are engaged in dairying in India with 80 variants. Mother Dairy took initiative to fortify its
per cent of the total cow population. Milk producing complete range and today sells about 25 LLPD (Lac
households are predominantly small farmers with less Litres per Day) of fortified milk. Today, including
than 2 hectares of land and 1 to 2 milking animals. mother dairy five more states and a couple of
Dairying in India is more about livelihoods for millions private dairies are already fortifying milk totalling
to 10 per cent of the total 410 LLPD fortifiable milk
in the country. Another five states are in advance
stages to launch the fortified milk in the coming
months which will take the total fortified milk to 20
per cent of the 410 LLPD. With this the fortified milk
will reach about 50 million people in the country.

of small holders than simply a business. Income from
dairying contributes to about 25 per cent of the income
of small and marginal farmers. Dairy development is
therefore a very important developmental intervention
in rural India forachieving agricultural growth with
equity.

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in COVER STORY 23

Tata Trusts has also collaborated with World Bank ii) Effective use of inputs
and NDDB to take this initiative forward in the iii) Reduction of post-harvest losses
Cooperative sector. The plan is to fortify about 50 iv) Value addition
per cent of the milk by 2019 and 80 per cent by v) Reforms in marketing
2021. The Landscape analysis of the private dairies vi) Reduction in risks, and
is being done by Tata Trusts and very soon the vii) Promotion of allied activities such as dairy,
campaign will start to include them in this good beekeeping etc.
cause for public health improvement. Many of these issues are already being addressed
under various on-going programmes such as National
Many states have taken the initiative to provide Dairy Plan – Phase I (NDP I) and Dairy Processing and
a glass of milk to school children to improve their Infrastructure Development Fund (DIDF) that are being
nutrition. The fortification drive has also been implemented by the Dairy Board.
extended to sweetened and flavoured milk for By 2050, India would become the world’s most
children which is now getting fortified with Vitamin populous country – about 1.7 billion consisting of 600
A and Vitamin D to provide them with these million in the middle income class. Currently, our per
micronutrients in addition to the goodness of milk. capita consumption of milk is about 350 gms per day,
which is lower than the per capita consumption in
Fortification is a complementary strategy to developed countries, 814 gms in USA, 562 in Canada,
build the nation and provide nutrition security to 602 EU etc. Growth in population and consumption
the population of the country. Providing the right would continue to stimulate demand for milk and milk
nutrition to the children can lead to contributing products in our country in the years to come.
towards building a healthy nation. Given the limited resources, environmental

Workshop

The South Asia Food and Nutrition Security
Initiative (SAFANSI), administered by the World
Bank, National Dairy Development Board and Tata
Trusts hosted a milk fortification workshop on
September 5, 2017 that brought together more
than 90 participants including representatives from
over 50 milk federations, unions, and producers.

During the workshop, NDDB released a booklet
on milk fortification, which includes standard
operating procedures for milk fortification and the
national standards for fortification set by the Food
Safety and Standards Authority of India (FSSAI).

Looking ahead, the Tata Trusts’ India Nutrition
Initiative is partnering with NDDB to provide
technical and financial assistance to selected milk
federations, unions, and dairy companies to drive
the milk fortification project forward.

The project aims to fortify 2 million metric
tons (MTs) of milk, reaching more than 30 million
people. NDDB will also share outcomes of this
pilot for fortified milk and options for its scale-up
throughout India.

Dairying will undoubtedly play an important role in
achieving the target set by the Prime Minister Narendra
Modi for doubling the farmer’s income by 2021-22.
Government of India has recently unveiled a seven
point strategy to achieve this-

i) Increasing productivity

24 COVER STORY NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

FORTIFIED MILK HELPS constraints and a huge animal population with low
INCREASE VITAMINS INTAKE productivity, the only way India can continue to
maintain its self-sufficiency in milk is by bringing
When fortified with vitamin A and D, milk, which about efficiencies at all levels in the dairy value chain.
remains a staple for many Indians, can help alleviate Important areas for improving efficiency in dairy sector
dietary deficiencies when supplementation is not would cover production, processing, operational and
available. allocative efficiencies, benchmarking with global
standards, identifying the factors responsible for
Food fortification is a relatively simple, powerful inefficiencies and taking up measures to address them.
and cost-effective approach to curb micronutrient
deficiencies. It is in general socially accepted and Few of the segments of the dairy sector which
requires minimal change in existing food habits. require focused interventions include improvements
in animal productivity through interventions in
The process is inexpensive and costs about breeding, nutrition and animal health, market access
2 paisa per litre or about one-tenth of a cent. to milk producers, food safety and quality, governance
And because it only adds a fraction of daily and management of producer owned institutions,
recommended nutrients, the process is considered adaptation to climate change and market volatility.
safe.
India continues to be the largest milk producer in
For these reasons, food fortification has been the world in the last two decades as the government
successfully scaled up in some emerging economies. has taken up many initiatives and implementing
various schemes to increase the productivity of milch
However, except for salt fortification with animals. Milk production, which was around 17-22
iodine, India has not yet achieved large-scale food million tonnes in the 1960s, increased to 165.4 million
fortification. tonnes during 2016-17. Particularly, it has increased
by 20.12 per cent during 2016-17 in comparison to
With India’s rapidly growing dairy industry, 2013-14. Similarly, per capita availability has increased
large-scale milk fortification of Vitamins A and D is a from 307 grams in 2013-14 to 355 grams in 2016-17,
robust vehicle for increasing micronutrients intake registering a 15.6 per cent growth. Moreover, income
across the population. of milk producers increased by 23.77 per cent during
2014-17 as compared to 2011-14. In the last three
years, with the annual growth rate of 6.3 per cent, India
has outpaced global milk production where it has
grown by 2.1 per cent.

Factors such as increased consumer interest in high
protein diets and increasing awareness and availability
of value-added dairy products through organised retail
chains are also driving its demand for milk in the past
10 years. During the last 15 years, Milk Cooperatives
have converted about 20 per cent of milk procured into
traditional and value-added products that offer about
20 per cent higher revenue. This share of value-added
products is estimated to increase to 30 per cent by
2021-22.

Initiatives to increase milk output
The central government for the first time started a new
initiative called Rashtriya Gokul Mission in December
2014 for the conservation and development of
indigenous breeds. Under this scheme, so far proposals
worth Rs 1,348 crore from 28 states have been
approved and Rs 503 crore has been released. Among
other initiatives, Rashtriya Gokul Mission also includes
setting up of Gokul Grams. These Gokul Grams will
act as centres for development of indigenous breeds

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in COVER STORY 25

and a dependable source for supply of high genetic Development (NPDD) and Dairy Entrepreneurship
breeding. Currently, 18 Gokul Grams are being set up in Development Scheme.
12 different states. ● NDP I is being implemented by NDDB through state

Union Minister for Agriculture & Farmers’ Welfare cooperative milk organizations /federations.
Radha Mohan Singh at a farmers’ conference in January ● NPDD is being implemented by the state
2018 said that for the conservation of indigenous
breeds two National Kamdhenu Breeding Centres in – government through the co-operative milk
one in Chintaladevi, Nellore in the Southern region and organizations /milk federations of the concerned
one in Itarsi, Hoshangabad in the Northern region of state.
India - are being set up. In these centres, 41 cattle and ● Dairy Entrepreneurship Development Scheme
13 buffalo breeds would be conserved. The Breeding is being implemented by NABARD (National
Centre in Andhra Pradesh is also ready. Agricultural and Rural Development Bank) by the
state government through nationalized banks at the
The minister also said that under Rashtriya Gokul district level.
Mission, Rs 825 crore National Bovine Productivity Dairy Processing & Infrastructure Development
Mission (NBPM) was initiated in November 2016 with Fund (DIDF) is an ambitious scheme, which was
an objective to make the dairy business profitable launched in 2017-18 with an aim to double the income
by increasing the milk production and productivity. of the milk farmers and to further the efforts of the
Similarly, for the first time, an e-Pashuhaat portal was White Revolution. This scheme is being implemented
created under the NBPM, which plays an important role by the NDBB by the state government through
in linking milk producers with breeders. cooperative milk organizations/milk federations of the
concerned state.
He further said the World Bank funded National Radha Mohan Singh also said that Department of
Dairy Plan Phase I is being implemented by NDDB in Animal Husbandry, Dairying & Fisheries (DAHDF) has
coordination with the respective state governments initiated a number of schemes with the objective of
and Cooperative Institutions/State Dairy Federations. doubling the dairy farmers’ income in line with the
Under this scheme, 29 sub-projects for Bihar with a resolution of the Prime Minister to double the farmers’
total grant of Rs 64.46 crore have been approved and income by the 75th anniversary of India’s independence
Rs 37.04 crore was released until December 2017. These (the year 2022). In this direction, dairy farmers’ income
sub-projects have been targeted to benefit 1,50,000 is being raised in two ways – one by raising milk
dairy farmers in 2,928 villages. production and productivity and by increasing the
price of raw milk per kg. The Union Minister said that to
At a Consultative Committee meeting on Dairy meet the future challenges, it is necessary to gradually
Development, the Union Agriculture Minister said that shift towards a technology-driven environment.
India is the oyster of the global dairy industry with To achieve the same, DAHDF is working on a
opportunities galore for the entrepreneurs globally. National Action Plan Vision 2022 where along with
Hence the government has launched three important enhancing the outreach of dairy cooperatives to
projects for dairy development - National Dairy additional villages and milk producers, suitable
Plan Phase I (NDP I), National Programme for Dairy

26 COVER STORY NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

ANNUAL PUBLIC LABORATORY TESTING REPORT FOR MILK FROM 2014 TO 2017

Year Total No. of No. of Samples No. of Cases No. of Convictions /
No. of Samples found Launched Penalties
Samples Analyzed
Received Adulterated &
Misbranded

Criminal Civil Convictions Penalties Penalties
no. amount
2014-15 7211 6649 1559 307 434 185
2015-16 8866 7635 2563 133 1885 545 78 in Rs.
2016-17 2182 2123 466 21 393 68 1263 21,86,600
112 2,73,34,606
8,09,702

provisions are being made to build additional milk milk producers;
processing infrastructure for processing additional ● Operational efficiencies by delivering the products
volume of milk expected on account of higher milk
production and meeting the increased demand or services to producers as well as customers in the
for value-added products. The aim of the scheme most cost-effective manner and also ensuring that
is to double of dairy farmers’ income which is not high quality of products and services are delivered;
possible without creating additional milk processing ● Processing efficiencies by ensuring that we have
infrastructure. This plan envisages assigning a higher state-of- the- art plant and machineries, qualified
priority to the judicious use of available resources and trained manpower, facilitating ICT systems etc.
through the adoption of modern technologies which and all the processes are carried out efficiently; and
will ultimately help all the stakeholders involved ● Technical efficiencies in terms of Research and
including the milk producers. Development in the sector so that larger and high
quality outputs are achieved with similar inputs.
Given the growing market for milk and milk Here the focus need to be on the research which are
products on the one hand, and the untapped potential in convergence with the need of the industry and
in the dairy sector in India on the other, dairying offers are implementation ready
a great opportunity to increase employment, incomes In the coming years, it will be possible to maintain
and livelihoods in rural areas. As a large portion of self-sufficiency in milk only through “efficiency” and
Indian rural population is young, the country needs to when all stakeholders, including milk producers,
propagate modern dairying and livestock management processors, producer institutions, supporting
practices which are technology driven and are efficient. institutions, service providers and dairy professionals
Dilip Rath pointed out that there is a need to work work together at all levels of operations to make Indian
together to achieve various aspects of efficiencies in dairying competitive, as well as socially, economically
the Dairy Sector, such as: and environmentally sustainable.
● Production efficiencies by provision of high quality
Narayan Kulkarni
genetic germplasm and suited genetic material to [email protected]

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in FOCUS 27

China to lead the
way for Healthy Eating
Among the various other components of the
recently held The Health Industry Summit (tHIS) Visitors at the NHNE 2018
in China was the 7th Natural Health and Nutrition
Expo (NHNE) displaying nutraceuticals, nutrition products nutritional health products enter the Chinese market with
and traditional Chinese medicine based products. an aim of providing professional business solutions for
international trade in these products.
Over 700 producers of nutraceuticals, natural &
nutritional dietary supplements and traditional Chinese China Healthcare Association’s survey shows that the
products participated in the expo, making it a complete annual sales of health food in China is about 200 billion
healthcare value chain, including wellness, held as a Yuan and 50 per cent of that is consumed by middle-
part of tHIS in Shanghai from April 11 to 13 2018. It aged and elderly people as health products have become
was organised by Reeds Sinopharm Exhibitions which a popular choice for elders to stay fit and healthy. The
is a joint venture between the world’s leading event market size is expected to expand largely as the number
organizer Reed Exhibitions and China’s leading state of elders is going to grow. According to the National
owned medical and pharma group Sinopharm, ranked Bureau of Statistics of China, there were 231 million
199th on the Fortune 500 list. people of 60 years age or above and it will reach over 400
million in 2050.
As the largest expo focusing on the natural health and
nutrition in Asia, NHNE helps the global manufacturer of In 2016, China had 2300 health food manufacturing
health food and nutrition to promote brand and develop enterprises and 2 per cent of them are large enterprises.
business channels in China. With over 100,500 distributors As of July 2017, the China Food and Drug Administration
and retailers, it’s been the best platform for participants to (CFDA) had approved a total of 16,631 health food
search new products and get deep insight into the market. products, of which 15,879 were domestically made and
752 were imported. Some Chinese companies have
The fair concept was well received by the industry acquired food companies of Australia while some are
and integrated smoothly into China’s new demand for in the process of acquiring companies from US also.
high quality products resulting in two fold growth in size Increasing number of Chinese companies are interested
and attracting visitors over 9 times compared to the first in international partnership. In a nutshell, China is on
edition. its way to take a big leap to become the world’s largest
market for healthy eating.
China is expected to soon overtake the US as the
largest nutritional products market in the world due to The expo captured the sense of the growing market
the growing health awareness among the people and the and its opening to the outsiders. The next edition of tHIS
increasing per capita income. will be held in Shanghai in May 2019.

Chinese market for nutritional health products has (Milind Kokje was in Shanghai for NHNE 2018, on
been developing rapidly in the recent years. The health invitation from Reed Sinopharm Exhibitions).
products market in China reached $ 36 billion in 2017, of
which nutritional supplements was $21 billion, growing
at a 20 per cent CAGR. The health supplement market
is expected to grow from 120 billion Yuan in 2015 to
180 billion Yuan ($26.5 billion) by 2020, according to
consulting firm Roland Berger.

Along with the expo, a summit forum was also
organised on different related topics for the entry of
overseas nutritional health products and help distributors
explore business opportunities for these products. In the
forum, the invited marketing consultants and financial
institutions discussed about the future opportunities of
the Chinese market for nutritional health products. The
industry experts comprehensively studied how overseas

28 SPECIAL NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Create crops that have a low carbon and water footprint, can
value added withstand high temperatures and grow on poor soils with
nutritious little or no external inputs. In times of climate change they
products are often the last crop standing and, thus, offer a good
from millets risk management strategy for resource-poor marginal
farmers.
Millets offer nutrition, resilience, income
and livelihood for farmers even in difficult Millets are cultivated in low-fertile land, mountainous,
times. They have multiple untapped uses tribal and rain-fed areas. These areas include Andhra
such as food, feed, fodder, biofuels and Pradesh, Chhattisgarh, Gujarat, Haryana, Madhya Pradesh,
brewing. Therefore, millets are Smart Food Rajasthan, Maharashtra, Karnataka, Uttar Pradesh, Tamil
as they are Good for You, Good for the Nadu and Telangana. In the pre-Green Revolution era,
Farmer and Good for the Planet. in 1965-66, millets were cultivated in 36.90 million
hectares. In 2016-17, the area under millet cultivation
Millet is a common term to categorize small-seeded declined to 14.72 million hectares (60 per cent less
grasses that are often termed nutri-cereals or dry coverage area) due to change in consumption pattern,
land-cereals, and includes sorghum, pearl millet, dietary habits, unavailability of millets, low yield, less
ragi, small millet, foxtail millet, proso millet, barnyard demand and conversion of irrigated area for cultivation
millet, kodo millet and other millets. It is an important of rice and wheat. As a result of this, levels of nutrients
staple cereal crop for millions of small holder dry land like protein, Vitamin-A, iron and Iodine fell in women
farmers. Millets are tolerant to drought, are photo and children. Production of millets will definitely help in
insensitive and are resistant to climate change. providing nutritional value, especially to the poor. Besides
providing nutritional security, it also helps in preventing
Nutritionally superior to wheat and rice owing to their malnutrition.
higher levels of protein with more balanced amino acid
profile, crude fiber and minerals such as Iron, Zinc, and The Union Minister of Agriculture and Farmers’Welfare
Phosphorous, millets can provide nutritional security and Radha Mohan Singh addressing the members of the
act as a shield against nutritional deficiency, especially Consultative Committee of the Ministry of Agriculture and
among children and women. Anaemia (iron deficiency), Farmers' Welfare on Millets - 'Coarse Cereals,’ in New Delhi
B-complex vitamin deficiency, pellagra (niacin deficiency) on March 22, said that the Prime Minister in a meeting
can be effectively tackled with intake of less expensive held on July 18, last year had decided to start distributing
but nutritionally rich food grains like millets. Millets millets under Public Distribution System (PDS) to improve
can also help tackle health challenges such as obesity, nutritional security. Subsequently, a meeting of the
diabetes and lifestyle problems as they are gluten free, committee under the Chairmanship of Prof. Ramesh
have a low glycemic index and are high in dietary fibre Chand, Member, NITI Ayog was held on October 13, 2017
and antioxidants. wherein it was decided to promote millets viz. Jowar,
Bajra, Ragi through PDS across the country to improve
Adapted to low or no purchased inputs and to nutritional content in the diet of people. On the basis of
harsh environment of the semi-arid tropics, they are the
backbone for dry land agriculture. Photo-insensitive and
resilient to climate change, millets are hardy, resilient

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in SPECIAL 29

the recommendations of NITI Ayog, it has been decided due to ease in preparation, these can promote millet
to create a sub mission on Nutri cereals instead of the consumption and thus, create a demand for these
existing NFSM-Coarse Cereals. National Food Security nutritious grains and simultaneously reduce the reliance
Mission (NFSM) -Coarse Cereals are divided into two on staples like rice and wheat.
components: NFSM (Makka and Jau) and Sub Mission on
Nutri-Cereals covering Jowar, Bajra, Ragi and little millets The government has also decided to declare 2018 as
like Kutki, Kodo, Sawa, Kangni and Cheena. the “National Year of Millets”. In case of an emergency, the
cultivation of millets is very suitable for small and marginal
Millets along with rice, wheat and pulses/oilseeds farmers. In order to promote millets, their prescribed
can be used to produce nutritious food products such purchases in Minimum Support Price (MSP) and inclusion
as porridges, chapattis, breads, ladoos, pastas, biscuits, in Mid-day Meal are being done.
cookies, cakes, and several fermented foods including
probiotic drinks. After dehulling, millets can be simply Radha Mohan Singh further pointed out that his
cooked like rice and their flour can substitute rice flour ministry has sent a proposal last year to United Nations
in preparing various snack items. Fermented batters of for declaring the year 2018 as ‘International Year of
millets and black gram (3:1) can be used for making idli, Millets’. The proposal, if agreed, will raise awareness about
dosa or uttapam. Ragi and refined wheat flour blends millets among consumers, policy makers, industry and
(1:2) can be used for making highly acceptable noodles/ R&D sector. Promotion of production and consumption
vermicelli which are hypo-glycemic too. of millets through conscious efforts at global level is likely
to contribute substantially in the fight against targeted
Traditional methods of cereal processing (popping hunger and mitigate the effect of climate change in long
and flaking) as well as the contemporary ones (roller run. Popularizing millets would benefit future generations
drying/extrusion cooking) can be successfully employed of farmers as well as consumers.
for preparing various millet based ready-to-eat products.
Thus, a variety of extruded millet-cereal-pulse snacks can The minister said that the government is committed
be prepared commercially for easy availability and wider to doubling farmer’s income by 2022 and for this the
use. Similarly, millet-cereal-pulse blends can be used in government has increased the budgetary allocation of
preparing murukus, papads, vadiyan, bhujia, vermicelli, Agriculture and Farmer Welfare Ministry in the budget
spaghetti, noodles, macaroni etc. Various millet blends 2018-19 to Rs 58,080 crore from 51,576 crore in 2017-
along with wheat can be used for making multi-grain flour, 18. The government is committed to the agriculture
baked products like biscuits, cookies, breads, buns, rusks, sector and has been pushing for the implementation of
cakes and muffins. Sorghum (Jowar) malt is being used schemes that aims to shift priority from production-led to
for preparing the infant foods. Since extrusion processing income-led strategy. To achieve this ambitious objective,
lowers the anti-nutritional factors and enhances the government is encouraging to adopt the 'multi-
digestibility of the millets, extruded millet products can be dimensional seven-point' strategy.
promoted as healthy snacks/ health foods.
The minister also said the evolution of some of
Partially processed millet products – ready to cook/ the mountain crops is due to its special climate where
instant foods, can be made available in the market; several varieties of medicinal crops have been growing
for centuries. Special varieties of Ragi (mandua), Saawan
(zagora), which were on the verge of extinction, are
grown. He said it is imperative to give urgent attention to
the development and conservation of special variety of
crops developed in the hills.

At the national level the joint efforts of the Central
and State Governments and the hard work of farmers
will not only increase the production of millets but also
help prevent illnesses caused due to the lack of nutritious
elements in the diet.

Apart from increasing the production and
consumption, in today’s era of modernization,
industrialization and urbanization, there is a need to
adequately process the millets to create a variety of value
added nutritious products as per the taste, texture, flavour
preferences of the consumers.

Narayan Kulkarni
[email protected]

30 SPECIAL NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Companies the market by fast moving consumer goods
preferring the (FMCG) companies.

natural way The functional foods and beverages
are relatively nascent markets in India,
India is expected to become the most populated mainly due to the existence and reliance
country in the world by 2024. To reap benefits from the on traditional wisdom and Ayurveda by a
demographic dividend, it is important that India has a majority middle class, which accounts for a
healthy population. Ideally, intake of nutrients through huge part of the purchasing power in India.
food should be sufficient to prevent curative measures
Anurag Sharma, Executive Director,
such as pharmaceuticals and traditional medicines Baidyanath Ayurved explains, “Herbal
being used in large quantities. However, in the absence Nutraceuticals, categorised as products
extracted from natural and nature like
of requisite nutrition through food, an external resources are becoming popular worldwide
intervention in the form of health supplements and as they provide medical or health benefits,
including the prevention and treatment of
nutraceuticals has become imperative in India. diseases. Three natural herbal supplement
drinks have been recently launched
Nutrition care, which forms an integral part of preventive by Baidyanath that are full of nutrients
healthcare, is undergoing a transformation in India. Today, helping strengthen one’s immunity, a good
given the change in the dietary habits, increase in awareness on digestive system and improve physical as
account of a rapidly growing middle class population, and changes in well as mental stamina. These Nutraceutical
consumer preferences when it comes to health, food alone is unable to drinks have been introduced with growing
fully service the nutritional needs of the body. Thus, complementing it consumer shift towards natural, organic
with health supplements and nutraceuticals has become critical. and Ayurvedic products as well as to cater
to growing youth preferences”.
The nutraceuticals market in India is divided into functional
foods and beverages (78 per cent) and dietary supplement (22 per With increasing sophistication among
cent). While dietary supplements such as vitamin, mineral, protein nutraceuticals, consumer demand for
and herbal supplements have been captured by pharmaceutical products have now been cordoned into
companies, functional foods and beverages are now being brought to various segments based on health benefits.
These sectors are gradually allowing
manufacturers to position themselves in
the market.

Chennai based Parry Nutraceutical, a
division of EID Parry India Ltd. has recently
established a 50-50 joint venture with
Synthite Industries Ltd. for the production
of Phycocyanin, a natural blue pigment
extracted from Spirulina.

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in SPECIAL 31

“The agreement includes a $6.5 million investment to KEY NUTRACEUTICALS PLAYERS
establish a new plant for the extraction of Parry Organic IN INDIA & THEIR MARKET SHARE
Spirulina to produce Phycocyanin, which we will be
developing for dietary supplements, functional and Functional Foods Market share (in%)
medical foods. This will be conducted through Florida- Company 20
based Valensa International, which is a wholly-owned Cargill India 15
subsidiary of EID Parry. To start with, we will be focusing Britannia Industries
on extracting Phycocyanin from Spirulina. In due course, Gujarat Co-operative 15
we will be looking at other avenues within the microalgae Milk Marketing Federation 8
segment thereby building the business to a company Nestlé India 5
with a diversified value-added Algae portfolio", shares Kellogg India 3
Muthu Murugappan, Business Head, Parry Nutraceuticals. Agro Tech Foods 3
Ruchi Soya Industries 31
Moving on in this direction, Chennai based Central Others
Marine Fisheries Research Institute (CMFRI) is all set to
launch a natural product from the sea to tackle thyroid Functional Beverages
disorder. The institute already has enough experience
in developing nutraceuticals products to treat diabetes, Company Market share (in%)
arthritis, and cholesterol from marine organisms such as
seaweeds and green mussel. Sports Drink

“The four nutraceutical products developed by the PepsiCo 83
CMFRI in past has a huge demand in the healthcare
market. The functional foods, enriched with natural GSK Consumer 6
ingredients have been proved to provide beneficial action
for human health. Our new product currently is in the ATC Beverages 3
final stage of clinical trial. It will be commercialised soon
after the successful completion of the clinical experiment. Others 8
We would develop more such natural products, including,
cosmeceuticals from the marine organisms, and seek Energy Drinks
the possibilities of interaction with the industry to
commercialise the natural marine products developed Hector Beverages 5
from the laboratories of the Institute”, A. Gopalakrishnan,
Director, CMFRI, points out. Coca Cola India 1

Many startups in the food sector are gradually PepsiCo 83
coming up with fresh ideas to develop convenient food
products in order to tackle many diseases and encourage Goldwin Healthcare 2
a healthy lifestyle. Backed by JGI ventures and CSIR-
CFTRI, NutriParadise is one such nutraceuticals company Others 9
that tailors meals and dietary requirements with utmost
care and scientific thought to optimize good health and Dietary Supplements
nutrition.
Company Market share (in%)
“At the moment, we have launched three products
that cater to the needs of general, diabetic and pregnancy Amway 12
patients. The products include - Khichdi for diabetic
patients, ProPotion (Health drink) for general patients and Dabur India 11
an Omega 3 chutney powder for pregnant women as well
as normal patients. We are further expanding our product Heinz India 6
portfolio for patients suffering from ailments relating to
Gastro-intestine, CKD, Cancer, Cardiac, Neurology, Fatty Herbalife International India 5
Liver, etc. Any industry needs an ecosystem to flourish.
In India, the ecosystem for the nutraceuticals industry is Himalaya Drug Company 4
still in the making. It needs to be strengthened to provide
support for budding research and manufacturing to Ranbaxy Laboratories 4
meet the increasing demand”, shares Vijay Surya, CEO,
Elder Pharmaceuticals 2

Others 56

(Source- Health Supplement and Nutraceuticals report- MoFPI, EY, CII, 2017)

32 SPECIAL NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Assessment of Functional Assessment of Dietary
Foods and Beverages market in India supplements market in India

   Nutritionals- 55%    Vitamins & Minerals- 40%
   Muscle Building- 27%    Herbal supplements- 30%
   Weight Management- 15%    Proteins- 25%
   Others- 3%    Others- 3%

NutriParadise Foods. (Source- ASSOCHAM 2017 report on Indian Nutraceuticals Industry)
The Indian consumer base is only set to increase and
there was a lot of struggle, especially since we had chosen
there are tremendous opportunities for the existing as well to grow a product like Tulsi. Not only was it difficult to
as new entrants to exploit the Indian nutraceuticals market. convince the farmers but it was also a challenge to go out
into the market and convince the consumers to buy our
Organic Scenario products and to ensure that we were able to deliver and
At the same time, a minority section of health and quality cater to the taste of the consumers”, shares Abhinandan
conscious fraternity is sentimental towards favouring the Dhoke, MD & CEO, Organic India.
naturally grown and organic food products. Consumers
are choosing to prefer consumption of organic food Another established player of the organic food
instead of conventional food, because of its chemical free industry, Pristine Organics that started out focusing on
production and preservation. The increase in domestic tackling nutrient problems that are so prevalent in the
demand has enjoyed CAGR of 36 per cent from 2011 until country, has introduced Pristine Multi Millet Bread which
last year, up from $80 million to an expected $207 million. is made from rare and exotic millets. It is considered as
the healthy alternative to white bread. Pristine Multi
Very recently, Truefarm Foods, an organic food Millet Bread is rich in dietary fiber that provides higher
company based on nutrition science, has launched its satiety. “Modern trade segment is helping the organic
products on Amazon India. The company is encouraging food business as there is a dedicated section for organic
consumers to eat healthy organic food and helping them products. Due to sensitization towards pesticide overuse,
meet their nutrition goals without the use of chemical more awareness is now being created for the need of
supplements. Besides, Truefarm is helping farmers adopt organic foods. More people look out for novel foods
sustainable agriculture that enriches the soil and also like quinoa, millets, fonio, teff, moringa to name a few”,
helps farmers get better commercial value for their crop. explains K C Raghu, Founder, MD, Pristine Organics.

Ravi Jakhar, Founder, Truefarm Foods points out, Under the brand name of ‘Supergreen’, Mumbai based
“The market in India is niche and hence lacks economic integrative health, fitness and wellness startup SuperFit Asia
advantages of scale. Besides, the awareness around has recently launched Organic Frozen Wheatgrass juice,
organic food, certifications, etc. is very low and it is a containing over 100 nutritional complexes. “Consumers
challenge to engage with consumers to make them more are moving towards consumption of organic food in place
aware. But there are immense opportunities for growth in of conventional food, to avoid adverse health effects of
organic food in India. We expect that this market can grow chemical preservatives or residues present in non-organic
at 30-40 per cent per year with awareness initiatives from food. Moreover, increasing popularity of organic products
stakeholders and we are committed to playing our part.” has significantly expanded the availability of organic
food in retail stores over the last few years. With organic
In order to generate more awareness, Organic India, food becoming easily accessible, the market is expected
which currently enjoys a prominent position in the organic to witness remarkable growth over the forecast period”,
packaged foods and green tea segment, is planning a shares Shaan Marker, Co-Founder, SuperFit Asia.
four-time increase in its digital marketing budget to reach
out to the younger consumer base. It seems likely that as demand for organic food products
rises, increase in production and economies of scale would
But Organic India’s path towards producing and result in reduced cost of production, further driving growth
selling organic products was definitely not easy. “It took in India organic food market over the next five years.
a lot of efforts to convince the farmers to grow Tulsi, for
our tea segment. In the first decade, following our launch, Dr Manbeena Chawla
[email protected]

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in Q&A 33

“Beverage industry in India Abhishek Singh
is still at a nascent stage”
Director, Manpasand
Beverages Ltd.

Within the beverages market, the fruit-based What are the strategies being employed for the
beverages category is one of the fastest company's expansion?
growing categories, and has grown at a CAGR The core strength of Manpasand Beverages has been
of over 30 per cent over the past decade. At the Company’s strong distribution network in all parts
present, the Indian packaged juices market of India and its presence in the rural and semi-urban
is valued at $200 million and is projected to markets. Further, we have embarked on a path to create
grow at a CAGR of approximately 15 per cent innovative beverages for the masses, which are not only
over the next three years. The demand for this affordable but also nutritious. In this context, we have
section invariably increases in the summer tied-up with Parle Products, makers of Parle G, to increase
months. our footprints further.

Amongst others, Manpasand Beverages, Manpasand Beverages will have access to Parle
founded in 1997 in Vadodara, operates as a Products’ 4.5 million outlets pan-India for the flagship
fruit drink manufacturing company plans to brand “Mango Sip.” In this association, both companies
make most out of this season. Manpasand will cross-promote their brands. A pilot of the said
Beverages offers mango based fruit drinks partnership is already underway in eastern region of India
under the Mango Sip brand; fruit drinks where 2 lakh outlets of Parle Products have been roped in
and carbonated fruit drinks under the Fruits by Manpasand Beverages.
Up brand; and fruit drinks with energy
replenishing qualities under the Manpasand Capacity Expansion:
ORS brand. It also offers products under The Company aims to grow aggressively across India and
the Pure Sip brand name. In March it has continue to delight customers to superior quality products
expanded its nutritional drinks portfolio with at affordable prices. In order to do so, we have to expand
a new brand Siznal. A 20 year old company, our capacity and at the same time keep our logistical costs
Manpasand has seen a very phenomenal low. We are coming up with four new plants which will not
rise in revenues and is carrying out strong only help in formalizing our expansion strategy, but will
profitability as well. Nearly 80 per cent of the provide the opportunity to have a stronghold in newer
company’s Rs 717-crore revenues (as in FY17) geographical markets. With an investment of over Rs 500
is from the mango drink, while another 20 crore, the upcoming plants will increase the production
per cent is from its carbonated fruit drink. capacity from around 1.5 lakh cases per day to 3 lakh cases
NuFFooDS Spectrum interacted with Abhishek per day by end of 2018. Construction of Vadodara plant is
Singh, Director, Manpasand Beverages Ltd. to completed while the other two plants will be completed in
find out how the company is bracing itself for another 6-7 months. Also, we will be finalizing the location
the period ahead. Excerpts of the interview of another new plant in the eastern region, most likely in
Odisha or Jharkhand, in a month or two.

Currently, Manpasand has five operating
manufacturing facilities located in various parts of India:
two at Vadodara in Gujarat, one in Varanasi, UP, one in
Dehradun and one at Ambala in Haryana.

34 Q&A NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

THE MARKET, WHICH CONSISTS OF time before we scale up. The responses so far have been
encouraging nonetheless.
JUICES, CARBONATED DRINKS AND
Are there any potential acquisitions or collaborations
BOTTLED WATER, IS ESTIMATED TO BE in line for the company?
Our strategy going forward is to keep expanding and
WORTH AROUND RS 65,000 CRORE AND cater to the rising demands of our consumers.

THIS MARKET IS ESTIMATED TO GROW AT What are your views on the changing trends in the
food & beverage industry in India & Asia?
CAGR OF MORE THAN 20 PER CENT. THE We foresee nutritional and functional beverages as the
growth driver in the non-alcoholic beverages sector in
INDIAN PACKAGED JUICE INDUSTRY SIZE IS India in the coming days. Keeping this in mind, we have
innovated in the traditional drink segment to come
ABOUT RS 8,000 CRORE AND IT HAS BEEN up with ‘Jeers Sip’ with fruit juice. Next, we want to take
our innovation forward to introduce healthier variant of
GROWING AT MORE THAN 30 PER CENT juices. In this context, we have launched ‘Siznal’, which
is a blend of fruits and vegetables with a dash of honey.
PER ANNUM IN LAST FEW YEARS AND WILL Alternatively, we have working towards fortifying our
existing products with vitamins and minerals to bridge
MAINTAIN THAT PACE IN FUTURE AS WELL. the nutritional gap existing in India.

GIVEN THIS AND THE SHIFT IN CONSUMER’S How can the beverage market in India be segmented
to ascertain its growth further?
PREFERENCE TOWARDS HEALTHIER The market size of beverage industry in India is still at
a nascent stage. The market, which consists of juices,
OPTIONS, FUNCTIONAL AND NUTRITIONAL carbonated drinks and bottled water, is estimated to be
worth around Rs 65,000 crore and this market is estimated
DRINKS CATEGORY WILL STEEP GROWTH IN to grow at CAGR of more than 20 per cent. The Indian
packaged juice industry size is about Rs 8,000 crore and
ITS MARKET SHARE. it has been growing at more than 30 per cent per annum
in last few years and will maintain that pace in future as
Are there any plans for diversifying the company's well. Given this and the shift in consumer’s preference
product portfolio? towards healthier options, functional and nutritional
Our goal is to make healthy drink mainstream and change drinks category will steep growth in its market share.
the perception that such drinks are found in a pharmacy.
Keeping this in mind, since 2015 we have been adding an Dr Manbeena Chawla
innovative product in our portfolio. [email protected]

While ‘Mango Sip’ continues to be our flagship brand,
we are gaining traction with ‘Fruits Up,’ which offers
premium fruit juices and carbonated fruit drinks in
different flavours. Without any synthetic base, ‘Fruits Up’
is made up of natural ingredients.

‘Coco Sip’, which is packaged 100 per cent tender
coconut water, is available at select outlets in metro cities.
The price point is Rs 40 for 200 ml SKU. We are currently
outsourcing the manufacturing of this product, but
with our upcoming plant at Sri City we will be adding a
dedicated line for ‘Coco Sip.’ This will help us to increase
the production of ‘Coco Sip’ and in future we can look at
reducing the price too.

With ‘Jeera Sip,’ we have entered the traditional Indian
drink segment. Positioned as a healthy and yet refreshing
beverage, the product is available in 250 ml and 160 ml
PET bottle. Currently the product is available in five states
through retailers – standalone and modern.

We have just rolled out ‘Siznal’ in a few select outlets.
The product is a blend of fruits and vegetable juices with
a dash of honey. It is aimed at consumers who are looking
for healthier alternatives. Since, the product is in premium
category and a new concept too, we want to give it some

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in Q&A 35

“Lack of proper Prasanna Choudhari
standardization is a
major challenge in the Jt Managing Director,
Sports nutrition market" Nutra Supplements

Identifying the acute need of appropriately What is the market of nutrition supplement in India?
formulated health supplements, Nutra India dietary supplements market is growing at a
Supplements was established in 2004 in Pune. significantly high rate and the market size stood at around
Company has its own manufacturing facility in $1-2 billion in 2015. Increasing purchasing power of
Pune which is equipped with state of the art customers, especially in tier I & II cities of India, has been a
equipment. Built on the strong foundation of major driving factor for the market. Increasing awareness
technical expertise, passion for healthy living among consumers about preventive healthcare has
and commitment to provide enhanced health also increased the consumer focus towards these
experience to people across different age groups, products. Furthermore, growth in the organised retail
Nutra Supplements has carved a niche for itself and E-commerce has also improved the visibility and
and continues the journey with an everlasting availability of these products in the market thereby,
energy. increasing the overall awareness of these products.

With a range of protein supplements suitable What are the main challenges before the sports
for sports persons, growing kids, pregnant nutrition market in India? How to overcome these
women and people above 40 years of age, Nutra issues?
Supplements, a Pune based sports nutrition Lack of proper standardization has been a major
company with strength of 25 people (75 per cent challenge in the market. This has resulted in number of
of them are women), supply its products to gyms, small companies offering products which are not up to
health clubs through the distribution network the quality standards. Other factors such as prevalence of
spread across Maharashtra and are also available counterfeit products and price skimming are few other
at a select retail outlets. challenges present in India Dietary Supplements Market.

Nutra Supplements is specialized in sports Some of the challenges that may pose themselves
Supplements and is a part of Mission Olympic of in the Make in India campaign for Nutraceuticals and
Army Sports Supplements. The only supplements allied products are as below:
company in Asia to be listed as most trusted brand
as dope free by Banned Substance Control Group 1.   High mark-up and market skimming practices
- USA. Pioneer in military training supplements 2.  O  ne single legislation and specified authorities
and works for the Indian military with a mission to regulate, manufacture, sale and distribution of
"Serving Nation, Through Military Nutrition, For nutraceuticals, functional foods and dietary supplements
Cadet Injury- Prevention". NuFFooDS Spectrum in India
spoke to Prasanna Choudhari, Jt Managing 3.  L  ack of regulatory framework to validate health
Director, Nutra Supplements, about the market claims or any other product claims
size and challenges before the market. 4.  I nadequate investments in food & nutraceuticals
research sectors
Excerpts of the interview 5.   Lack of adequate infrastructural facilities
6.  L ack of adequate quality control and testing
methods as per international standards
7.   Unorganized distribution channels

36 Q&A NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

8.   Higher requirement of working capital to produce a consistent, quality product. However, the
9.   Poor linkage of research organizations and industry manufacturer that takes these extra steps has also chosen
Besides the other challenges being faced are difficulty to undertake a significant investment in its product-a cost
in formulating these products using the right dosage that a non-quality manufacturer avoids. So the questions
form. Besides, flavour and fragrance masking, the dosage is, if the consumer cannot determine a difference between
forms also need to increase the stability of ingredients the two products when purchasing them at a store, how
in the final product. But lately consumers are seeking will the quality supplement manufacturer make a return
more variety and benefits from delivery methods beyond on investment? One way is to subscribe to a powerful
those possible through traditional (tablet and capsule) consumer signal that demonstrates that a product is
technologies. As a result, the formulator needs to work far manufactured against high quality standards by means
harder to cater to increasing consumer demands. As the of third-party product certification. This mark indicates
nutraceutical industry look to carve a niche of their own to consumers that a manufacturer and its products
and create a differentiated product, an important trend is have undergone significant testing, that they are GMP
the growth and diversity of new dosage formulations. We compliant and that they are monitored on an ongoing
are striving for the better taste. These challenges could be basis. As a result of these benefits, manufacturers can
overcome by collective efforts of Industry, government, easily justify the cost through the demonstration of high
associations, policy makers and stakeholders. quality to their customers and therefore realize increased
sales.
What are your views on quality concerns/ issues about
the sports nutrition products? What are your views on creation of sports healthcare
Typically, manufacturers of both ingredients and finished ecosystem in India?
supplement products can ensure their quality by Manufacturing in India is one of the key aspects of
adhering to strict testing procedures, thorough testing Make in India. This is due to the fact that when we
for ingredient purity and contaminants, comprehensive start manufacturing in India the entire ecosystem gets
monitoring schedules, analytical chemistry-based enriched right from the farmers, raw material providers,
laboratory analyses and ensuring compliance with processors, manufacturers, local workers (working in
good manufacturing practices (GMPs). Manufacturers the manufacturing plant). India is rich in natural as well
that adhere to all of these criteria will be far more likely as other forms of resources required for development
and formulation of nutraceuticals. We have a heritage
of resources in terms of Agriculture, Medicinal plants,
Raw materials, Cost effective materials and Good
manufacturing facilities.

India has the potential to become a manufacturing
hub for nutraceutical and allied products and the recent
increase and improvement in energy availability and
costs will further aid in this. India has already been well
established and positioned as one of the major suppliers
of raw materials, plant extracts etc. in the world for use in
finished product manufacturing.

It is extremely important to build a dynamic sporting
culture in India, as witnessed by the government and
the private sector working closely together for a better
sporting future. The Times of India Global Sports Business
Show 2017 is an effort in this direction, offering a rich
source of ideas and expertise for the sports ecosystem to
draw from as they seek to create the sporting generation
of tomorrow.

In sport culture weightage is given after injury
happens. Our aim is to bring awareness among the sport
persons by providing knowledge on nutrition so that
injuries can be prevented.

Dr Sonali Wankhade
[email protected]

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in S2B 37

Engaging Value Dr R B Smarta,
Proposition
MD, Interlink Marketing
In the diverse and complex market, it is critical for Nutraceuticals Consultancy Pvt. Ltd
stakeholders to identify their core target customer, align their value
proposition with specific needs of this target segment and keep abreast
with changing consumer needs. As the Indian consumer continues

to evolve, players will need to innovate in order to keep pace with
changing consumer needs and develop sustainable models for growth.

The true business of every company is to with changing consumer needs and develop sustainable
make and keep customers.
models for growth.
-Peter Drucker
The Nutraceuticals market in India continued on its
In the above quote “Father of Modern Management”
how aptly mentioned that business is nothing but growth path to reach $4 Billion and is projected to grow
creating and maintaining consumer and continuous
“engagement of consumer” is the ultimate result any at 20 per cent to $ 10 Billion by 2022. Among three market
business can produce where everything else is just a cost!
segments, Functional foods and beverages is growing
Millennials may be the largest demographic group
driving change in wellness industry. They all desire easy, much faster at a CAGR of around at 22 per cent followed
convenient access to services and information. If it can't
be done in a few clicks on their phones, they don't want by Dietary Supplements growing at a CAGR of 19 per cent.
to do it. Other industries, such as hospitality and retail, Some of the key consumer trends in the industry
figured out this behavior pattern long ago and have been
meeting consumers with solutions that adapt to their include the following:
daily lives. Yet, the health care industry lags behind hence ●  Well Thy: “Well thy” now has become a new status
existing models to engage the consumer are bound to
change! symbol among the consumer. This is nothing but the scale

Considering the need of converting science into to measure the success. This scale has portrayed, having a
viable business, it is essential that the companies portray
their products by highlighting their best value in the best good health is a new definition of being successful and
possible ways to consumers. Thus, the focus shifts to
consumer based value proposition. not only the bank balance. Today, although wellness

Conversion of “Science to Business” from value sector has transitioned from being confined to few to a
proposition point of view ends at engaging value
proposition! Value proposition is the key cornerstone for mainstream concept, price considerations still continue
the success of business and to make it reliable biomarkers
and genetics can help as support. to determine the choice of products and services for most

Consumer Trends consumers.
●  Fascination of agelessness: The millennials are
In this diverse and complex market, it is critical for
Nutraceuticals stakeholders to identify their core target keen towards staying young with the help of healthcare
customer, align their value proposition with specific needs
of this target segment and keep abreast with changing products. As a result demand for personalized nutrition
consumer needs. As the Indian consumer continues to
evolve, players will need to innovate in order to keep pace is increasing.
●  Health Creeps: Now-a-days health is creeping in all

aspects of consumer’s life and experience. This has altered

the choice of consumer. Consumer has started choosing

health products which have embedded health benefits

and are well designed, desirable and accessible. Brands

are becoming increasingly relevant for Indian consumers.

So Nutraceuticals stakeholders will have to invest in

communicating their proposition to stay active in the

minds of consumers.
●  Shift from reactive to proactive: With rapid

increase in the prevalence of non-communicable diseases

like obesity and diabetes, consumers have understood

that the future is stark if preventive measures are not

taken. Hence they are seeking out for the products which

will help to lead a healthy life.

38 S2B NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Fig.1.1: Evolving Consumer Mindset

Pre Mature Disease Developing Comfort Zone Wellness Developing High Level
Death 123 (False Wellness) 789 Wellness

0 456 10

DISEASE POOR HEALTH NEUTRAL GOOD HEALTH OPTIMAL
• Multiple • Symptoms • No Symptoms • Regular HEALTH
• Drug Therapy • Nutrition • 100%
medications • Surgery exercise
• Poor quality of inconsistent • Good function
Losing normal • Exercise • Continuous
life function nutrition
• Potential sporadic • Wellness development
Source: Phoenixstrenghth.co.uk • Health not a • Active
becomes education
limited priority • Minimal nerve participation
• Body has • Wellness
limited function interference
lifestyle

●  Increased in e-commerce: Online channels have products has led to increase in demand for certifications.
increasingly become relevant as a channel of interaction. It is estimated that the certification market will grow with
In the flood of new technologies and other healthcare CAGR of 5.5 per cent in the forecasted period 2018-2022.
applications consumers take more of an active role in their Also consumer safety and best interests will continue to
level of fitness. As per survey 78 per cent of consumers drive regulatory changes.
are interested in mobile health solutions and medical
fitness health care apps are 3rd fast growing category Evolving Consumer
for iPhone and Android phones. Hence there are several
opportunities in e-commerce such as Email Marketing, As per Morgan Stanley report (2017), the millennials or
Social Media, Mobile Apps, e-Marketing, Website, Gen Y is the key to tomorrow’s success!
Virtual Rep, and Closed Platforms which can be used by
stakeholders to engage the consumer. Today’s young consumers are increasingly driven by
wellness choices. They are likely to form the foundation for
●  Demand for clean label: Increase in the counterfeit a more evolved and mature consumer base in a decade.
This evolving consumer base will provide the momentum
TODAY’S YOUNG CONSUMERS ARE for growth, so we should understand the health needs of
INCREASINGLY DRIVEN BY WELLNESS this “youngest” country’s population to engage them and
CHOICES. THEY ARE LIKELY TO FORM THE making nutraceuticals industry viable. Though wellness
FOUNDATION FOR A MORE EVOLVED AND sector is not restricted to geographies, according to
MATURE CONSUMER BASE IN A DECADE. research around 80 per cent of the nutraceuticals
THIS EVOLVING CONSUMER BASE WILL consumers are from metro and semi metro cities.
PROVIDE THE MOMENTUM FOR GROWTH,
SO WE SHOULD UNDERSTAND THE As consumer needs for nutraceutical products
HEALTH NEEDS OF THIS “YOUNGEST” continue to evolve in India, growing income levels
COUNTRY’S POPULATION TO ENGAGE and increasing awareness have triggered a change
THEM AND MAKING NUTRACEUTICALS in aspirations and behavior. Nutraceuticals, which till
INDUSTRY VIABLE. recently was a relatively niche concept targeting a select
few, has now gained mainstream audience.

Consumers today want to take control of how they
look and feel, and this is driving purchase decisions
across categories such as food, beverages, personal care
products and services.

Indian Consumer Pyramid

The ‘Indian wellness consumer’ can be categorized into

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in S2B 39

-‘passives’, ‘beginners’, ‘actives’ and ‘believers’. This is been COMPANIES WITH AN EVOLVED
categorized, depending on the factors such as intention PRODUCT OR A CONCEPT SHOULD
to spend on wellness products and importance given to MATCH WITH THE NEEDS OF MILLENIAL
wellness in their daily life.The‘passives’signifies the largest AS WELL AS EVOLVING CONSUMERS.
volume, the ‘beginners’ are the fastest growing stratum, THIS VITAL FIRST STEP IS ESSENTIAL
where in the ‘actives’ and ‘believers’ together comprise a TO BRING THE PRODUCT AND BENEFITS
small fraction of the population. These categories offer OF PRODUCTS TO BUILD FURTHER
varying levels of opportunity for industries. ENGAGING VALUE PROPOSITION.

Believers Increasing Engaging Evolving Consumers
Actives order as per
Beginners importance As we notice, consumers are constantly balancing between
accommodating health in their daily busy schedule. The
given to 3-C model gives a strtegic view to look at the factors
wellness needed for making engagement with consumer to make
business viable.This model points out that companies
Passives Source: winds of change focus on three key factors for success, namely-consumer,
company itself and competitior. Only by understanding
Fig.1.2: Wellness Consumer Pyramid these three factors, a sustained competitive advantage
can be evolved.
As per the consumer pyramid, majority of the
population falls under the strata of passive consumers. In Soft Spot Customer
this consumer’s purchase decisions led by taste, ingrained Exploration point to Needs
habits, convenience and affordability. These consumers engage consumer
are unwilling to make significant lifestyle changes or
compromise on taste and convenience. They do not Company Competitor
actively follow information on health and wellness, unless Benefits Benefits
the medical condition.
Fig. 1.3: 3“C” Model
The next stratum is of beginners. It majority includes
younger beginners more willing to experiment and Companies with an evolved product or a concept
are influenced by celebrity endorsements, mass- should match with the needs of millenial as well as
media campaigns and peers. Beginners expect quick evolving consumers.This vital first step is essential to
results-instant gratification over long-term beneficial bring the product and benefits of products to build
solutions. further engaging value proposition. On the basis of
balancing needs, incidence of needs and the solution
The third stratum is of active consumers which where company is providing with product or service
encompasses greater proportion of urban population. would help company to design value proposition.
These consumers closely follow health and wellness
related information, and typically show more brand Competitor axis may provide similar or different
loyalty. These people are Inclined towards natural and propositions depending on strength of their products.
organic solutions and have affinity towards traditional Utilizing how customer perceive your value proposition,
products connected with modern sensibilities. vis-à-vis competitor value proposition is also crucial.

The core of last stratum is of believers which contain Above model clasifies that by surging the portion
millennial generation and working professionals. which is overlapping between perceived company’s
These consumers play the role of early adopters and value proposition and that of competitor’s creates an
opinion leaders. These consumers have high awareness excellent gap which needs to be explored, appreciated,
regarding wellness and global trends in health and articulated and exposed to the consumer. Once company
wellness and seek solutions beyond general wellbeing, does engaging value proposition starts which remains to
and are receptive to products and services with distinct be seen towards loyal consumer.
functional benefits.

40 OPINION NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Dr Shweta Khandelwal Overweight:
Time for
Associate Professor, urgent
Public Health Foundation redressal
of India (PHFI), New Delhi

Obesity in India has reached epidemic India has ~65 % population below the age of 35.
proportions in the 21st century, with This translates to the fact that more than half of
morbid obesity affecting 5 per cent potential workforce over the coming decade in Asia
of the country's population. India is will come from India. This will have huge economic and
following a trend of other developing leadership implications for our country. However a major
countries that are steadily becoming requirement will be for these young people to be healthy
more obese. Unhealthy, processed food and skilled. We all know that optimal nutrition will be
has become much more accessible the most essential factor propelling proper growth and
following India's continued integration in development of human brain and body. Unfortunately, in
global food markets. This, combined with 2016 the number of chronically undernourished people
rising middle class incomes, is increasing in the world is estimated to have increased to 815 million,
the average caloric intake per individual up from 777 million in 2015. India alone contributes 200
among the middle class and above million (about a quarter) to this staggering number.
income households.
High quality evidence clearly states that suboptimal
Although complex, this problem quality of diets is projected to be a most important and
of worsening food quality and in turn largest cause of most forms of malnutrition. With the
exacerbating human health and nutrition current rise in Big Foods pushing cheaper packaged foods
needs to be urgently curtailed. Effective (high in trans fats, simple sugars and salt) aggressively
strategies like strong government across the developing countries, mass nutritional security
policy/regulation to check the influx of is on high alert.
poor quality processed foods (checking
manufacture, sales, and advertising) and Global leaders and public health advocates have
promote locally available fresh fruits and produced several high quality reports, scientific papers
vegetable consumption, investing in and op-eds in the last year or so (including several like
mass awareness campaigns using digital India: Health of the Nation’s States, The India State-Level
technology (homes, schools, workplace, Disease Burden Initiative, Global Nutrition report, Food
religious places, etc. will strengthen and Agriculture Organization (FAO)’s food insecurity
multi-fold for meaningful strides in report, Centre for Science in public interest’s Carbonating
human health and nutrition status of our the world, India Health Report, World Health Organization
country. (WHO) advisories on high salt and sugar etc.) portending
a massive threat to public health and nutrition.

India is a very tempting market for Big Foods because
the lack of awareness coupled with pseudo-social status
indicators (like eating and buying packaged foods)
makes people willingly choose unhealthy ultra-processed
products over their fresh home cooked meals. The ready
to eat options, marketed as cool and convenient (non-
labour intensive) choices are becoming inadvertently

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in OPINION 41

but increasingly popular among the working parents. environment etc.) is needed.
The realisation, that these unhealthy products may The Niti Aayog has recently shared a three year
soon become addiction and default choice, usually sets
in when the damage is done. No wonder childhood road map for action including a stress on enhancing
overweight and obesity often accompanied with multiple the nutritional status of our population. The Ministry of
micronutrient deficiencies is skyrocketing in India. Health and Family Welfare (MoHFW) and Food Safety
and Standards Authority of India (FSSAI) have convened
Another looming but related threat is the increase in expert panels to prepare reports on related issues but
adverse climatic calamities and crises (mind you- these faster, evidence based concrete action needs to emerge
are our own doings!) across the globe. This has dual and implemented with all sincerity. For example to control
implications- on one hand, much of the recent increase access to and affordability of ultra-processed foods, the
in food insecurity can be traced to the greater number government needs to firstly have a sound system to
of conflicts, often exacerbated by climate-related shocks. screen products in our markets, then devise a method for
Additionally, the decrease in nutrient quality of our easy identification of relatively healthier products.
produce is associated with poor air quality and pollution.
This needs to be followed by the rules/policy around
The FAO’s 2030 Agenda as well as United Nations sale and advertising of such products. All these action
Decade of Action on Nutrition (2016–2025) are global points need strong coordination amongst various
efforts to earmark resources towards tackling malnutrition government departments/ministries and stakeholders. The
by proposing time-bound, cohesive framework for environment, agriculture and education ministries have a
action. However each country needs to engage with all big role and stake in this mission. It should be realised and
their might and implement evidence-based customised inter-ministerial committee should be formed for prompt
strategies towards attaining suggested success in health discussion and action. Many such small but unadulterated
and nutrition indicators. The big question is what should drops are required to collectively fill up India’s health and
and can be done? nutrition container which in turn will quench/extinguish
the malnutrition fire in our country.
Although complex, this problem of worsening
food quality and in turn exacerbating human health The recent news of pulse-rice-vegetables
and nutrition needs to be urgently curtailed. Effective combination popularly called ‘khichdi’ to be branded as
strategies include: strong government policy/regulation India’s global food was heartening. It not only reinforces
to check the influx of poor quality processed foods it as a nutritious choice but also preferentially glorifies
(checking manufacture, sales, advertising), promote local home cooked recipes in comparison to packaged
locally available fresh fruits and vegetable consumption, foods. This also lends support to our argument of not
investing in mass awareness campaigns using digital replacing hot cooked meals (including this nutritious
technology (homes, schools, workplace, religious places, khichdi) with packaged foods as a part of mid-day meals.
etc.) national level high-quality regular monitoring We have wonderful public health policies but action /
and surveillance of health and nutrition indicators. To implementation on ground needs to be strengthened
implement each of the suggested strategy a strong multi-fold for meaningful strides in human health and
action plan which cuts across sectors (health, nutrition, nutrition status of our country. The time to act against the
education, commerce/trade, finance, agriculture, and multi-headed malnutrition demon is now.

WE HAVE WONDERFUL PUBLIC
HEALTH POLICIES BUT ACTION /
IMPLEMENTATION ON GROUND
NEEDS TO BE STRENGTHENED
MULTI-FOLD FOR MEANINGFUL
STRIDES IN HUMAN HEALTH
AND NUTRITION STATUS OF
OUR COUNTRY. THE TIME TO ACT
AGAINST THE MULTI-HEADED
MALNUTRITION DEMON IS NOW.

42 SCIENCE NEWS NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

IIT-M uses eggshells for IINRG develops
creating nanoparticles hydrogel for
saving crops
A team of scientists at the Indian Institute of Technology (IIT)
Madras has developed a method to use eggshells for synthesizing Researchers at Ranchi-based Indian
nanoparticles. These nanoparticles could be potential candidates for Institute of Natural Resins and Gums
local drug delivery as well as a material for bone grafts. Eggshells are (IINRG) have developed a hydrogel
among the most commonly discarded kitchen waste. Now scientists from gum of guar (cluster bean) that
are putting eggshells to some novel use such as drug delivery, by can increase soil moisture and help
deriving nanoparticles out of them. farmers save their crops in case of
water scarcity.
Researchers feel eggshell-derived nanoparticles may be
suitable for use in humans as they have tested biocompatibility of The Guar gum-based hydrogel
calcium phosphate cement made from eggshells as dental implants is biodegradable. Besides increasing
in preliminary studies in humans. However, eggshell-derived moisture content, it adds organic
nanoparticles are yet to be tested in humans. Using microwaves, content to the soil upon degradation.
scientists have synthesized carbonated calcium deficient A microscopic analysis of the newly-
hydroxyapatite (ECCDHA) nanoparticles from egg waste. These synthesised hydrogel showed
nanoparticles are similar to human bone in mineral composition. spongy surface and both macro and
micro pores, which allowed direct
penetration of the water resulting in
higher swelling capacity as compared
to non-porous and compact surface of
guar gum.

The Indian Agricultural Research
Institute (IARI) had earlier developed
and successfully commercialised a
semi-synthetic hydrogel, popularly
called Pusa Gel. It was found to save
water-stressed crops. According to the
researchers, guar gum-based hydrogels
have a good potential in agriculture
because of their high water absorption
capacity and biodegradability.

Biochemists develop patch to detect food contamination

Mechanical and chemical it would trigger a signal in the
engineers at McMaster University, packaging that could be read by a
Canada, working closely with smartphone or other simple device.
biochemists from across campus, The test itself does not affect the
have collaborated to develop a contents of the package.
transparent test patch, printed with
harmless molecules that can signal The researchers are naming
contamination as it happens. The the new material- Sentinel Wrap
patch can be incorporated directly in tribute to the McMaster-based
into food packaging, where it can Sentinel Bioactive Paper Network,
monitor the contents for harmful an interdisciplinary research
pathogens such as E. coli and network that worked on paper-
Salmonella. based detection systems. That
network's research ultimately
If a pathogen is present in the gave rise to the new food-testing
food or drink inside the package, technology.

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in SCIENCE NEWS 43

BARC develops rice mutant varieties IARI develops
bio-fortified
By using radiation-induced mutagenesis along with cross-breeding, the maize
Bhabha Atomic Research Centre (BARC) team has developed two mutants
of rice Trombay Raipur Rice-1 (TRR-1) and Trombay Konkan Kolam (TKKR- A team of researchers at the Indian
13) and one mutant of cowpea Trombay Cowpea 901 (TC901) which Agricultural Research Institute (IARI)
have been identified for release. It has also developed several mutants have developed a maize variety
which is rich in both Vitamin A
of groundnut, mustard, cowpea, and essential amino acids through
blackgram, greengram, soybean, rice the process of plant breeding. The
and wheat, which are undergoing hybrid varieties of maize currently
advance field trials in state agricultural grown in India, though rich in
universities. The major desirable traits essential amino acids - lysine and
in these crops include higher yield, tryptophan - are poor in vitamin A.
seed size, improved agronomic and The team has come up with a new
quality traits, early maturity and stress hybrid variety of maize through
tolerance. BARC has developed mutant crossing. It contains natural
crop varieties have high patronage from variations of three genes - beta-
the farming community and are extensively grown in different states of Carotene Hydroxylase, Lycopene-
the country. Popularisation is done by linkages established with state eta-Cyclase and Opaque2 - required
agricultural universities (through kisan melas, frontline demonstrations/ for production of high amount of
exhibitions and awareness programmes). vitamin A and the two essential
amino acids. The new varieties
NCL to boost mineral bioavailability have 4.5 folds more vitamin A
content and similar amounts of
Scientists at National Chemical Laboratory (NCL), Pune, have identified a lysine and tryptophan as earlier
yeast strain that can improve absorption of phosphorus and make other varieties. The researchers believe
vital minerals bioavailable. Phosphorus deficiency can lead to several that the bio-fortified high-yielding
health complications. Many a times we face this deficiency depsite maize hybrid could help address
consuming phosphorus-rich food. This is because inability of human micronutrient malnutrition. This
body to absorb it. NCL researchers have identified the yeast strain called bio-fortified maize can help in
Saccharomyces cerevisiae (NCIM 3662) which can effectively dephytinize overcoming vitamin A deficiency
the phytate to free phosphorus and also possess the probiotic properties. in India. However, it is essential to
The team has isolated the particular yeast strain from rhizosphere soil sensitise farmers, policymakers
and screened its phytase activity. The probiotic property of the isolated and seed traders about this new
yeast strain was demonstrated by its capability to withstand harsh development so that it can be
gastrointestinal tract environment. A detailed study was performed on commercially released.
its capacity to tolerate artificial gastric acid conditions, hydrophobicity,
auto aggregation and co-aggregation ability, bile salt hydrolase (BSH)
activity and capability to survive in low oxygen conditions of gut. It has
all necessary attributes of a probiotic.

44 SUPPLIER NEWS NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Phytelligence Frutarom acquires
inks deal with 70% stake in Meroar
Mahyco Grow Frutarom has acquired a 70 per cent American market, and represents
stake in Argentinian flavours and Frutarom’s second acquisition
Phytelligence, a fast- fragrances firm Meroar for $11.2 in Latin America in the last few
growing agricultural million, as part of a strategy to grow months, following the purchase of
technology company its presence in Latin America. a 51 per cent stake in Brazil-based
revolutionizing the way Bremil Indústria for $31 million in
of food crops are grown, Buenos Aires-based Meroar December 2017. Meroar’s founders
announces a partnership develops flavours for clients in the will retain their management
with Mahyco Grow to beverage, sweets and baked goods positions and become part of
provide Indian farmers industries in Argentina and is one of Frutarom’s management structure in
with the most advanced the largest companies in the flavours Latin America. They will also remain
technology available in segment in the Argentinian market. shareholders and hold the remaining
horticulture. 30 per cent stake in Meroar.
The plants produced This purchase strengthens
by seven star Fruits, a Frutarom’s position in the Latin
company of Mahyco Grow,
using the Phytelligence Sami Direct expands
MultiPHY process will its presence in Kerala
support higher density
planting systems, which Sami Direct, one of India’s leading direct selling companies in the nutraceutical
results in higher yields and cosmeceutical segment, is all set to launch its presence in Thiruvalla, Kerala.
per acre and more Well-known as the subsidiary of the award-winning ingredients’ innovator and
sustainable production. multinational Health Science Company, Sami Labs Ltd., Sami Direct is now
The partnership will also gaining a firmer foothold in Southern India with this new development. The
enable the delivery of new center will provide better access to distributors and customers and aims to
new varieties of Apple, increase the associate base and sales volumes in Kerala. Sami Direct’s systematic
Peach, Plum, Berries, expansion strategy will include establishing a direct presence in select markets
Grapes, Nuts, Organges and ascertain footprints even deeply to cater to the increasing number of
and other tropical fruits customers. The organization is gearing to cater to the Indian nutraceuticals
to the Mahyco Grow’s industry, which is estimated to grow at 20 per cent to $ 6.1 billion by 2019-
existing customers, and 20, as there is better awareness today, on increasing fitness with the changing
the region’s farmers. lifestyle. Although the Indian nutraceutical market is at a nascent stage, it
Utilizing Mahyco Grow’s accounts for around 2 per cent of the global market that is expected to grow
extensive network and exponentially, owing to the country’s large population base. This will likely be
agriculture expertise fueled by a significant 25 per cent per annum growth in functional beverages
along with Phytelligence’s market accompanied by similar potential growth from other segments. More
world-leading MultiPHY than 60 per cent of this market is accounted for by dietary supplements.
technology, the
partnership aim to help
grower’s plant modern
rootstocks and varieties,
improve farm incomes
and increase fruit quality
production. The first trees
of the partnership will be
available for sale in 2018
and delivered in the spring
of 2019.

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in SUPPLIER NEWS 45

Siegwerk to consolidate Cargill initiates work
India business
on new sweetener
German printing ink major Siegwerk is upbeat on India
and plans to further expand its facility to cater to the Cargill has started the production of a new
growing market. In India, the company manufactures and sweetener called EverSweet, a zero-calorie
supplies its products made at a facility in Bhiwadi on the sweetener made from two compounds found
Delhi-Jaipur highway. within the stevia leaf. EverSweet is targeted at
soft drinks producers who want to create low-
The company, which provides inks to the flexible calorie beverages without sacrificing great taste,
packaging products in the country, is making a case for as market trends see consumers moving away
toluene-free (an aromatic hydrocarbon derivative) inks to from sugary drinks. EverSweet is produced through
keep the harmful effects of this from various stakeholders a fermentation process which extracts large
in the industry from making inks to its usage in flexible quantities of Reb M and Reb D from the stevia
packaging. plant in a sustainable way. According to Cargill,
EverSweet sweetener provides healthier options to
From an industry perspective in India, Food Safety consumers whether customers use it in beverages,
and Standards Authority of India (FSSAI) is responsible dairy products or nutritional bars to name a few.
for protecting and promoting public health through Cargill intends to address the customers’ needs to
the regulation and supervision of food safety. The food make lower calorie products that taste great and
regulator along with the Bureau of Indian Standards are affordable to all.
oversee the regulatory aspects of safety in the inks used.

As per the voluntary standards, printing inks on direct
food packaging such as wrappings that are applied on
the outside of the food wrapper, have to comply with
the norms and conform to the exclusion list of toxic
substances.

Arjuna launches highly potent Ashwagandha

Arjuna Natural Ltd., recently launched Shoden, its high-potency,
all-natural ashwagandha extract, at Vitafoods, Geneva. Shoden is
the highly bioactive extract of ashwagandha (Withania somnifera),
standardized to contain more than 35 per cent glycowithanolides-
the most active components of ashwagandha. This plant has been
extensively used in India for centuries to reduce symptoms of
anxiety and stress. Arjuna has invested in several ongoing clinical
studies of Shoden at top research institutes. Results of the first
study will be published in a few months.

Ashwagandha, also known as 'Indian winter cherry' and 'Indian
ginseng', is one of the most important herbs used in traditional
medicine in India, has been used in Ayurvedic and indigenous
medicine for more than 3,000 years. Ashwagandha extract contains
alkaloids. Some of the alkaloids are toxic and it is technically
challenging to remove them and keep the product safe to use.
Arjuna developed a new, proprietary method of purification,
based on traditional Indian processes, that targets and removes
only toxic alkaloids, while retaining the beneficial bioactive ones.

46 PEOPLE NEWS NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Tata Coffee Herjit Bhalla is new
re-appoints Sanjiv
Sarin as MD, CEO MD at Hershey India

Tata Coffee has re-appointed Sanjiv Sarin as the Herjit S. Bhalla has been appointed as Managing Director
managing director (MD) and CEO of the company (MD) of Hershey India. Bhalla brings extensive experience
for one more year. A decision in this regard was in building consumer, food and retail brands and is an
taken in a recent meeting of board of directors. accomplished industry leader.

The board approved Sarin's re-appointment Prior to Hershey, Bhalla was working as Chief Operating
based on the recommendation of the Officer, North & East, at Metro Cash & Carry Pvt Ltd. He was
Nomination and Remuneration Committee. The leading the growth and expansion initiative for Metro in the
re-appoinment period is from April 25, 2018 to key markets for North & East India.
March 31, 2019.
Earlier, Bhalla was associated with Hindustan Unilever
Previously, Sarin was the Regional Ltd and Unilever Russia. At Unilever Russia, he was managing
President - South Asia of Tata Global a seven brand portfolio including segments of tea, savoury
and spreads. Bhalla was leading the UL Tea business in the
Beverages, for four years. He has biggest and most competitive tea market globally and
extensive global experience with single-largest UL RUB category. He was responsible for re-
leading FMCG multinationals. launching a full portfolio in 2011 – 2012.
Sarin holds a management
degree from the Asian Institute of Over a period of 17 years, Bhalla has gathered experience
Management, Manila, Philippines, in Brand Management, Brand Building, Promotions and
with a distinction and a Master’s Media Planning, Marketing Plans and Strategy, Portfolio
management, Sales and Distribution Management,
Degree in Economics from Distribution Strategies, Customer management, Cross
Bombay University, functional team leadership, Project management.
where he graduated
with a Gold Medal.
Meanwhile,
Tata Chemicals
has approved
appointment of
Padmini Khare
Kaicker as
independent
non-executive
director for five
years with effect
from April 1,
2018.

Mangaluru Professor develops nutri app for TB patients

Dr Anurag Bhargava, Professor, Yenepoya University, take, according to the BMI.
Mangaluru has developed N-TB app for patients While the Center for Nutrition Studies,
suffering from tuberculosis to provide them with
nutritional information. Yenepoya University provided the content
for the app, it was developed with technical
N- TB asks for specific details such as the support from McGill International TB Centre,
height and weight of a person and then gives Montreal.
information about their health status based on
the calculated BMI. The android based application has
reportedly been endorsed by Revised National
Further, it also gives information
about what diet the person should Tuberculosis Control Programme (RNTCP)
and World Health Organisation (WHO).

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in ACADEMIC NEWS 47

CCMB teams up with DFRL holds
HSI for lab grown meat workshop
on GFLP
Animal welfare organisation Humane Society International (HSI) India and the
Centre for Cellular and Molecular Biology (CCMB) in Hyderabad have joined hands A five-day course on ‘Good
to develop laboratory grown meat in India. The partnership looks to promote Food Laboratory Practices
(GFLP)’ was recently
the technology to develop clean organised by Food and
meat while bringing start-ups Safety Standards Authority
and regulators together under the of India (FSSAI) at Defence
same roof. The effort to develop Food Research Laboratory
clean meat has emerged due (DFRL) at Siddarthanagar
to the unsustainable methods in Mysuru. The course
of large-scale industrial animal was aimed to refresh the
agriculture. The practices neglect knowledge and skills in
basic animal welfare, and good food laboratory
consequently pose a threat to the practices as per FSSAI
environment and food security. guidelines.
According to CCMB researchers,
clean meat production requires far The course, was
less land and water than conventional meat production and therefore alleviates inaugurated by N Bhaskar,
repercussions of exponential climatic change. The technology obliterates the advisor, quality assurance
severe environmental damages resulting from poor waste management prevalent (QA), FSSAI. He deliberated
in current farming practices. It does not require antibiotics, produces no bacterial on the purpose of
contamination and ensures the welfare of animals. organising the course
and FSSAI’s vision in this
DRDO, CFTRI tie up regard.
to address malnutrition
About 20 lectures
Bihar government has roped in become master trainers to mentor were scheduled and there
Defence Research and Development other women. were demonstrations of
Organisation's Defence Food Research analytical techniques every
Laboratory (DFRL) and Central Food According to the state government, day. G K Sharma, Associate
Technological Research Institute since most of the malnutrition- Director, delivered the
(CFTRI) to provide ready-to-eat food triggered diseases were mainly caused welcome address to
through anganwadis, to fight diseases by deficiency of protein, iron and fat, participants from the
caused by acute malnutrition. these factors should adequately be states of Karnataka, Goa,
taken care of while preparing the Maharashtra, Kerala and
The project will be executed ready-to-eat food. Andhra Pradesh. Rakesh
through sakhi mandals (women's self- Kumar Sharma, Director,
help groups) across the state, which in DFRL, delivered the
turn will also generate employment, presidential address and
for rural women in particular. briefed about the DFRL
and FSSAI interaction on
Initially, 12 food processing several aspects.
machines will be installed across the
state - one machine for two districts.
The machines will be handled by
the sakhi mandals, who will also
be responsible for transporting the
packaged food to anganwadis. Some
of the women will also be trained to

48 EVENT DIARY NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

Union Agriculture Minister Radha Mohan Singh releases ASSOCHAM-EY report titled "The Indian Organic Market: A New Paradigm in
Agriculture" in New Delhi. Also seen (L-R) ASSOCHAM Secretary General, D.S. Rawat, APEDA General Manager, Tarun Bajaj, National Council
on Agriculture and Food Security Chairman, H.P. Singh, ASSOCHAM President, Sandeep Jajodia, Ministry of Agriculture Joint Secretary,
Neeraja Adidam and EY India Partner Advisory Services, Amit Vatsyayan.

“Organic packaged food market

to cross Rs 871Mn by 2021”
Union Agriculture and Farmers
Welfare Minister, Radha Organic farming is a way of organisations that have a crucial
Mohan Singh stressed farming, which excludes the use role to play’. The data needs to be
that ‘Organic farming’ should be of chemical fertilisers, insecticides, systematically collected through
promoted with the same spirit as etc. It is primarily based on the scientific methods, certification
‘Green Revolution’ as India is the principles of use of natural organic should be improved.
country with the most organic inputs and biological plant
producers, said at an ASSOCHAM protection measures. During the last A joint study by ASSOCHAM-
event held in New Delhi recently. six years, India has been increasingly EY reveals that the market size for
supporting PGS (Participatory Indian organic packaged food is
He said that the country should Guarantee System) for its national expected to cross Rs 871 million by
progress to be an organic nation market, developing a unique 2021 from Rs 533 million in 2016,
and chemical-free country. Prime example of large-scale government- growing at a rate of 17 per cent. The
Minister also urged farmers to facilitated PGS program, substantial growth of this sector is
cut use of heavily used fertilizers coordinated by its National Centre attributed to an expanding urban
like urea by half to improve soil for Organic Farming, under the population base, rising health
health, said, Radha Mohan Singh, Ministry of Agriculture. concerns, growing consumer
while addressing an ASSOCHAM spending on food products and
Conference on “Organic World: ‘The government cannot deterioration of food quality, the
Advantage India”. promote organic farming alone. joint study noted.
There are many NGOs and
Organic packaged food and

NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in EVENT DIARY 49

beverages is an emerging niche INDIA CURRENTLY HOLDS THE NINTH POSITION AMONG
market in India and its primary 178 COUNTRIES THAT ACTIVELY PRACTICE ORGANIC
consumers are high-income AGRICULTURE. AT PRESENT, THE COUNTRY IS HOME TO MORE
urbanites. As demand for organic THAN 835,000 ORGANIC PRODUCERS, 699 PROCESSORS,
food in the metro cities increase, 669 EXPORTERS AND 1.49 MILLION HA AREA UNDER
the companies in this sector are ORGANIC CULTIVATION. HOWEVER, WITH ONLY A MEAGRE
witnessing notable growth with 0.4 PER CENT OF THE TOTAL AGRICULTURAL LAND AREA
the entry of several new players DESIGNATED FOR ORGANIC CULTIVATION, THE INDUSTRY
in the organic food market such PRESENTS EXTENSIVE SCOPE FOR EXPANSION. INDIA HAS
as Conscious Foods, Sresta, Eco A REMARKABLE POTENTIAL TO PRODUCE ALL VARIETIES OF
Farms, Organic India, Navdanya and ORGANIC PRODUCTS, OWING TO THE EXISTENCE OF VARIOUS
Morarka Organic Foods, said the AGROCLIMATIC ZONES WITHIN ITS BORDERS.
ASSOCHAM-EY joint report titled,
‘The Indian Organic Market: A new study, India currently holds the area under organic certification in
paradigm in agriculture’, which was ninth position among 178 countries 2015-16, highlighted the study.
released during the conference: that actively practice organic
‘Organic World: Advantage India’, at agriculture. At present, the country In terms of organic crops, the
New Delhi. is home to more than 835,000 combined share of the top 10
organic producers, 699 processors, categories of organic food crops is
India-based Sresta Natural 669 exporters and 1.49 million ha around 99 per cent. The top four
Bioproducts Pvt Ltd has emerged as area under organic cultivation. categories (with a share of around
the market leader, with 37 per cent However, with only a meagre 0.4 85 per cent) include sugar, oilseed,
value share of the packaged organic per cent of the total agricultural fiber and cereals and millets.
food market and 7.8 per cent share land area designated for organic
of the packaged organic beverage cultivation, the industry presents “According to our findings,
market. It has increased its share in extensive scope for expansion. metropolitan cities have witnessed
the organic food market in recent a 95 per cent increase in demand in
years, while smaller niche players India has a remarkable potential the last five years,” said Vatsysyan.
have taken significant share away to produce all varieties of organic “Many organic food companies
from it in the organic beverage products, owing to the existence of are adopting the online route to
market, adds the study. various agroclimatic zones within expand their consumer base. The
its borders. The total area under brick and mortar organic stores
“In addition to the growing organic certification was 5.71 are usually located in metro and
domestic market, India is the second million ha in 2015-16. This included mini metro cities. These companies
largest exporter of organic products 26 per cent cultivable area with 1.49 are reaching out to the rest of
in Asia after China. The increasing million ha and 74 per cent (4.22 the consumers through online
export market coupled with the million ha) forest and wild area for channels,” he added.
Government’s support has made collection of minor forest produce.
organic cultivation in India highly Many organic food companies
successful”, said Amit Vatsyayan, Among the states, Madhya are coming up with new product
Partner, EY. Indian organic food Pradesh has the largest area under categories and varieties to provide
exports were estimated at $299 organic certification (4.62 lakh ha) consumers with sufficient choices.
million during 2015-16 with total followed by, Maharashtra (1.98 Apart from fruits, vegetables, teas,
volume of 263,688 MT. lakh ha) Rajasthan (1.55 lakh ha), pulses and spices, companies
Telangana (1.04 lakh ha), Odisha have also introduced ready-to-eat
The major export destinations (0.96 lakh ha), Karnataka (0.94 snacks, cookies, medicinal plants
were the US, European Union, lakh ha), Gujarat (0.77 lakh ha) and and herbs, and juices. Additionally,
Canada and New Zealand. It Sikkim (0.76 lakh ha). These states increased organic alternatives can
is assumed that most of the had a combined share of 90% of the be observed in established product
remaining quantity is sold in local categories.
markets. Oilseeds comprised half
of India’s overall organic food
export, followed by processed food
products at 25 per cent, noted the
paper.

According to ASSOCHAM-EY

50 EVENT DIARY NUFFOODSSPECTRUM | May 2018 | www.nuffoodsspectrum.in

June Single Nodal Agency

Nutrition 2018 9 – 12, created for integrated

American Society for Nutrition (ASN’s) new scientific 2018 development of logistics

sessions and annual meeting will focus on the C- Suresh Prabhu
ommerce and Industry Minister,
multidisciplinary field of nutrition science. It will bring together basic, Suresh Prabhu urged all the
stakeholders to churn new ideas to
translational, clinical, and population scientists and practitioners. enhance India's logistics efficiency. He was
addressing the 'Global Logistics Summit'
At the sessions, the top scientific researchers, practitioners, global jointly organised by Federation of Indian
Chambers of Commerce and Industry
and public health professionals, policy makers and advocacy (FICCI), Ministry of Commerce, Government
of India and The World Bank Group.
leaders, industry, media and other related professionals will gather
"There are large number of players
to advance nutrition science and its practical application. who play a key role in logistics and
there is a need to optimise the present
 Boston, MA infrastructure available in India to achieve
enhanced effectiveness in logistics. There
 https://nutrition.org/ is exponential investment happening in
infrastructure and our idea is that we must
IFT18 July at least put in 10 per cent of the GDP into
15-18, infrastructure," said Prabhu and added
that 56 new airports will come up in few
IFT’s annual event brings together science of food 2018 years' time which will enhance connectivity
in the country. A new division has been
professionals from around the globe—all converging created in the commerce ministry to deal
with the problems and have an integrated
with the intention to inspire and transform collective scientific development of logistics in the country," he
added.
knowledge into innovative solutions for the benefit of all people
Rita Teaotia, Commerce Secretary,
around the world. IFT18 is where the most creative minds in the Government of India said there is a need
to bring down India's logistics cost from
science of food—including industry, government, and academia— 14 per cent to at least 10 per cent. "This
is being achieved by unprecedented
come together with purpose and vision to share and challenge one investment by rail, road, shipping and
waterway infrastructure. The aspirations
another with the latest research, innovative solutions and forward for economic growth, employment
generation, manufacturing and exports
thinking topics in food science and technology. are all inextricably linked with the issue of
logistics and it is an essential element that
 McCormick Place, Chicago, Illinois has the capacity to make that quantum in
progresss," She said.
 https://www.iftevent.org/
The Commerce Secretary also shared
19th World Food Science and October steps taken by commerce ministry to
Technology Congress, IUFoST-2018 23-27, enhance logistics efficiency of India such
2018 as by getting infrastructure status to key
logistics activities, working on 80% Direct
The IUFoST 2018 will be 5 days action packed Port Delivery (DPD) at key ports, increased
super bowl of programmes that will bring together researchers, role of Risk Management System (RMS)
academicians, professionals, policy makers and the food for border clearances & rolling out of the
scientists and industries fraternity to cover the latest advances integrated logistics portal shortly.
in our understanding of food in all its manifestations like food
safety, food security, regulations, innovations in food processing,
hygienic design and engineering, frontier areas in food science
& technology, novel food products, markets and consumer
preferences and much more of the latest of cutting edge
technologies in each sector. The Event highlights Workshops,
Inauguration, Plenary talks and Distinguished Lectures, Scientific
& Poster Sessions, Presentations by Young Scientists, Valedictory
& Award Presentations, Exhibition - Food Expo, Gala Dinner and
Socio-Cultural events and B to B interactions and even Students
and Faculty Meeting with Industries events to give a glimpse of
the programme overarching.
 CIDCO Exhibition Centre, Vashi, Mumbai
 www.iufost2018.com