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CATTLE FEED INDUSTRY IN INDIA: A MACRO PERSPECTIVE

  • June 2015
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Manoj P K at Cochin University of Science and Technology
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Feed industry in India is about 50 years old. It primarily consists of cattle feed and poultry feed segments. Cattle feed industry in India is gradually evolving into an organized sector and the feed manufactures are increasingly using modern and sophisticated methods that seek to incorporate best global practices. Indian cattle feed industry has got high growth potential, given the country's top position among the world nations in respect of livestock population and also the high expected growth rate of about 4 per cent. Compounded Cattle Feed (CCF) products, particularly the branded ones is fast gaining popularity India, including in rural areas. Earlier research studies by the present author jointly with another researcher, based on the feedback from the farmers, have revealed the high growth prospects of the branded cattle feed industry, the feed consumption pattern based on product types, composition of cattle feed market and the relative shares of major brands, the major factors influencing the purchasing decisions etc. As a continuation of these studies, this macro level study analyses the growth prospects of cattle feed industry in India and hence suggests strategies for its faster growth.
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International Journal of Business, Management & Social Sciences (IJBMSS) (ISSN-P: 2249-7463)
Vol. IV, Issue 10 (I), June 2015, 96-101.
96
CATTLE FEED INDUSTRY IN INDIA: A MACRO PERSPECTIVE
Dr. Manoj P K
Assistant Professor,
Department of Applied Economics,
Cochin University of Science and Technology (CUSAT)
Kochi, Kerala – 682 022 (INDIA). E-Mail: manoj_p_k2004@yahoo.co.in
Abstract
Feed industry in India is about 50 years old. It primarily consists of cattle feed and poultry feed segments.
Cattle feed industry in India is gradually evolving into an organized sector and the feed manufactures are
increasingly using modern and sophisticated methods that seek to incorporate best global practices. Indian
cattle feed industry has got high growth potential, given the country’s top position among the world nations
in respect of livestock population and also the high expected growth rate of about 4 per cent. Compounded
Cattle Feed (CCF) products, particularly the branded ones is fast gaining popularity India, including in rural
areas. Earlier research studies by the present author jointly with another researcher, based on the feedback
from the farmers, have revealed the high growth prospects of the branded cattle feed industry, the feed
consumption pattern based on product types, composition of cattle feed market and the relative shares of
major brands, the major factors influencing the purchasing decisions etc. As a continuation of these studies,
this macro level study analyses the growth prospects of cattle feed industry in India and hence suggests
strategies for its faster growth.
Key words: Cattle Feed, Compounded Cattle Feed (CCF), Pellet and Mash
Introduction
Cattle feed industry, a major ingredient of animal feed industry is currently evolving from a fragmented
industry into an organized sector. The feed manufactures are increasingly adopting modern and
sophisticated methods in an effort to incorporate best global practices. This industry has got high growth
potential in India, given India‟s top position among the world nations in respect of livestock population. The
cattle population is expected to grow at compounded annual growth rate of 4 per cent. For taking advantage
of the high market potential for feed products in India arising from the huge cattle population, detailed the
factors influencing the buying behavior of farmers towards cattle feed products needs to be analyzed; apart
from making a detailed study of the latest trend and pattern of the supply and demand for cattle products in
India. Having already done a Kerala-based study on the factors influencing the buyer behavior towards cattle
feed products by the author jointly with another author (John & Manoj, 2014)[10], this study makes a
detailed macro level study of the growth prospects of cattle feed industry in India.
Branded Cattle Feed Industry
The concept of branded cattle feed as a packaged commodity, though not a very recent concept, is gaining
popularity in India too. The packaged feed, as a product, possesses special features like hygiene, quality,
convenience to handle, etc. to its advantage. Farmer community in India has started using such products.
The age old feeding pattern practiced in India is a mix consisting of green grass, dry grass, cotton seed cake,
coconut cake, rice bran etc. But, as time elapsed, due to both environmental and social changes, there has
been gradual shift from the age-old pattern to Compounded Cattle Feed (CCF). The major contributing
factors for this shift are: (i) Shrinkage of open land for cattle grazing, urbanization and resultant shortage of
conventionally used cattle feeds, (ii) Need for specialized feeds arising from the use of high yield cattle, (iii)
Marked shift in eating habits of people because of urbanization, with an increased intake of milk and other
cattle-based products etc. Indian milk scenario underwent a metamorphosis with the advent of „Operation
Flood‟, greatly increasing the per capita consumption of milk thus sparking of high demand for cattle feed;
the estimated growth in milk consumption being 2.8 percent per annum.
International Journal of Business, Management & Social Sciences (IJBMSS) (ISSN-P: 2249-7463)
Vol. IV, Issue 10 (I), June 2015, 96-101.
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Literature Review and Research Gap
Sinha, Abhishek (2000) [1] has made an elaborate discussion on the current status, problems and challenges
of cattle feed industry in India. The growing trend and favourable macro-economic and demographic factors
resulting in bright prospects of the industry etc. have been discussed by the author.
Vaidya S.V (2001) [12] in his paper, “The Indian feed industry” involving analysis of the feed industry in
India has discussed in detail about the livestock industry in India, its growth pattern, issues connected with
this industry. Accordingly, strategies that are suitable for counteracting these issues are suggested.
CLFMAI (2012) [2] Compound Livestock Feed Manufacturers of India (CLFMAI) in its industry analysis on
Livestock Feed Industry in India has studied the trend and pattern of the growth in this industry, the growth
prospects of the industry and also the drivers of this growth.
Varmudy, V (2012)[13] has pointed out the huge market potential of animal feeds in India comprising
primarily of 2 segments viz. cattle and poultry feeds. It has been observed that, “India has enough
opportunities to meet the new market demands, but there needs to be an improvement in the health and
productivity of farm animals”. Based on his analysis of the market, the author has suggested ten strategies
for meeting the challenges faced by the animal feed industry in India.
John M P & Manoj P K (2013) (a) [7] in their research paper have analyzed the purchasing pattern and buyer
behavior in respect of cattle feed products with reference to the cattle feed market in Kerala. The major
factors influencing their purchasing decision like price and quality, convenience etc. have been pointed out in
the paper. The purchasing pattern in respect of different product-types (pellet and mash) and brands (KFL,
KSE etc.) have been discussed, and broad marketing strategies have been suggested.
John M P & Manoj P K (2013) (b) [8] in their research paper have made a detailed analysis of the dynamics
of cattle feed industry in India with a focus on Kerala state. Feed consumption pattern, composition of the
cattle feed market, pattern of cattle holdings vis-à-vis feed consumption, milk-yield vis-à-vis use of branded
cattle feed, factors influencing purchasing decisions etc. have been studied. The paper has suggested
strategies for effective marketing of cattle feed and hence increasing the market share.
John M P Manoj P K (2014) [9] in their research paper has studied in detail the significance of product type
(pellet-type and mash-type) and brand in the buying decisions of farmers. Accordingly, strategies have been
suggested for exploiting the market potential based on the findings of the study.
John M P Manoj P K (2014) [10] in their paper has studied in detail the growth prospects of cattle feed
industry with a focus on Kerala state, based on feedback from farmers, dealers . Accordingly, strategies have
been suggested for exploiting the market potential based on the findings of the study.
In view of the foregoing, it is noted that macro level studies on the prospects of cattle feed industry in India
are virtually nil, except for the one by Varmudy (2012) [13] which has taken data upto 2009. In this context,
this study seeks to make a fresh look into the macro level scenario considering the latest available
data, including the data pertaining to 2013-2014 by Government of India (2015) [6].
Objectives of the Study
(i) To make an overall study of the trend and pattern of the demand for animal feed products with a focus
on cattle feed products, to study the significance this sector in Indian economy and also its growth
prospects;
(ii) To suggest strategies for faster development of cattle feed sector in India, based on the findings of the
study.
Methodology of the Study
The study is both analytical and exploratory. It is analytical to the extent that it seeks to analyze the current
market structure, trend and pattern of growth, and future prospects of cattle feed industry in India. The
study is primarily based on secondary data from authentic sources, like publications of Government of India.
It is exploratory as it seeks to suggest suitable strategies and approaches for marketing of cattle feed
International Journal of Business, Management & Social Sciences (IJBMSS) (ISSN-P: 2249-7463)
Vol. IV, Issue 10 (I), June 2015, 96-101.
98
products, based on the feedback from the field-based study. Various popular statistical tools of data analysis
are used for the analysis of data. Statistical package SPSS is used for data analysis.
Global Feed Market and the Case of India: An Overview
India has got a prominent place in the global livestock population. In respect of buffaloes it is No.1 while in
respect of both cattle and goat it is No.2 each and is No.3 in respect of sheep. This shows the huge demand
for feed products in India (Table I). The estimates of livestock population in India are quite commendable.
The projected figures of the livestock population in India are shown in Table II.
Table I: Global Livestock Population (2008-09)
Type
Percentage
Rank in the world
Cattle
12.7
2
Buffaloes
56.7
1
Goat
14.5
2
Sheep
06.0
3
Duck
03.0
5
Chicken
03.2
5
Camel
02.5
10
(Adapted, www.Faostat.org)(Varmudy, 2012)[13]
Table II: Livestock Population Estimates (Millions)
Year
Cattle
Buffalo
Sheep
Goat
2015
202.3
102.4
4.4
11.8
2020
207.4
107.3
4.5
12.5
2025
212.5
112.2
4.6
13.2
(Source: X Plan Documents, Govt. of India)
As the present level of feed manufacture in India is quite lesser than its market potential. While a
few countries (viz.US, Japan, Canada, France, Spain, Germany, Australia and Netherlands) have high level of
feed production vis-à-vis their market potential, a few other countries (China, Brazil, Mexico, Russia, India
and Ukraine) have very lower level of production vis-à-vis demand.India is a very glaring example (Table III)
Table III: Production by Feed Industry (Million MT)
Country
Production
Country
Production
US
147.0
Spain
19.2
China
63.1
Germany
19.0
Brazil
43.4
Australia
18.0
Japan
23.9
Russia
16.5
Mexico
23.8
India
14.3
Canada
22.1
Netherlands
12.4
France
21.8
Ukraine
01.6
(Source: Feed International, Rabobank, 2005)
Significance of Dairy Sector in an Agrarian Economy like India
Primarily India remains as an agrarian economy. India has got a large livestock population which makes
animal husbandry a major subsidiary occupation of the farmers of this country. Animal husbandry
contributes immensely to the rural economy of the country as it provides milk, meat, draught power and
manure. With the basic objective of rural upliftment, successive Governments in India have been introducing
many rural development schemes in the country over the years. Among these schemes, dairying occupies a
prominent role. It was in the above situation that the National Commission on Agriculture (1976) pointed out,
"there is a growing realization that promotion of dairying not only contributes towards national health
building but also creates substantial employment opportunities. Properly organised and developed dairying
could be effectively used as an instrument of social justice." (Government of India) (1976) [5]. An important
feature of dairying in our country is that while most of the milk is produced in rural area, market for milk
exists mainly in urban areas. So dairy farmers face several problems in marketing their milk.As of 2000, India
had a total of over 500 million livestock. Of this as high as 42 percent (218 million) corresponds to cattle
alone, which in turn consists of female cattle population comprising of nearly half of buffalos (105 million),
International Journal of Business, Management & Social Sciences (IJBMSS) (ISSN-P: 2249-7463)
Vol. IV, Issue 10 (I), June 2015, 96-101.
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the rest being indigenous cattle (91 million) and cross-bred cattle (7 million). In spite of a vast cattle
population the milk production in India is only 95 million MTs while the projected requirement is180 million
MTs by 2020. India is the largest milk producer in the whole world. As of 2014-15, India accounts for about
17 per cent of the world production of milk. During 2014-15, the milk production in the country peaked to
137.7 MT. In fact, about 90 per cent of the total milk produced in the country comes from rural areas. Hence,
dairying provides income and opportunities to rural population and ensures high level social equity. Dairying
is an important secondary source of income for 70 million rural households in India. Besides, 70 per cent of
the total workforce engaged in dairying comprise of women. It is worth pointing out that the growth rate of
milk production in India is 4.04 per cent as against the world average of just 2.2 per cent. The trend of milk
production in the post-independence India shows a gradual and constant growth. (Table IV).
Table IV: Trend of Milk Production in India (1951 to 2014)
Year
Milk Production in million tonnes (MT)
1950-51
17.0
1960-61
20.0
1970-71
22.0
1980-81
31.6
1990-91
53.9
2000-01
80.6
2006-07
102.6
2007-08
107.9
2008-09
112.2
2009-10
116.4
2010-11
121.8
2011-12
127.9
2012-13
132.4
2013-14
137.7
Source: Govt. of India (2015), Economic Survey 2014-15, p.A-32 (Appendix)
From Table IV, it is noted that from the level of 17 MT in 1950-51, milk production in India has reached the
record level of 137.7 MT in 2014-15. This trend indicates the potential of the country to exhibit a sustained
growth in the availability of milk and milk products. Though vast majority of the milk produced in India
relates to its rural areas, the market for milk exists mainly in the urban areas of the country. The above
situation that is prevailing in India is further characterised by a network of village cooperatives, milk unions
and private dairies are engaged in the collection and processing of milk produced by the marginal farmers,
mostly belonging to the rural areas of the country. These agencies play the vital role of as effective
intermediaries that provide a stable market for milk producers in the rural areas and a dependable source of
milk for the urban consumers.
Indian Cattle – Low Nutritional Content of Feeds and Very Low Productivity
In spite of the constant growth in milk production in India throughout the last 65 years or more and also the
enviable position as the world‟s largest producer of milk, the fact remains that the productivity (yield) of
cattle is very low and is one of the lowest in the whole world. Likewise, in spite of the largest cattle
population in the world, the per-farmer holding of cattle is very low at the level of about 2-3 animals.
Traditional feeding and cattle management practices continue in India which affects the productivity and
health of cattle. There is vital need for improving the feeding practices by way of providing feeds with
International Journal of Business, Management & Social Sciences (IJBMSS) (ISSN-P: 2249-7463)
Vol. IV, Issue 10 (I), June 2015, 96-101.
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enhanced nutrient-content, for the purpose of better productivity and health of cattle, comparable to cattle
of advanced countries like the US. It is in this context that the need for providing scientifically designed cattle
feed products to cattle assumes crucial significance in the Indian context. It may be noted that the
productivity of Indian cattle is just one-eighth (1/8th) as that of its US counterpart. Though India‟s total milk
production is the largest in the world, the per-cow production is one of the least. (Figures I & Figure II).
Figure I: Productivity of Indian Cattle – An International Comparison
(Source: CFLMA, Challenges for Indian Dairy Sector, 24 Jan 2012, Presentation, Pune, p.6)
Figure II: Productivity of Cattle – Comparison of India and US
(Source: Adapted from, Dhiman, Tilak. R.(2013), Dairy Profitability 2020,
Available online at Official Website of CFLMA of India)
Branded Cattle Feed Industry in India: The Away Ahead
The concept of branded animal feed as a packaged commodity, though not a very recent concept, is gaining
popularity in the rural folks in the recent past. The packaged feed, as a product possesses, various factors
such as hygiene, quality, convenience to handle, etc. to its advantage. The age old feeding pattern practiced
in India is a mixed variety consisting of green grass, dry grass, cotton seed cake, coconut cake, rice bran etc.
From the time immemorial, the cows were fed by grazing in open areas. But, as time elapsed, due to
changes both environmental and social, there has been gradual shift from the age-old pattern to
Compounded Cattle Feed (CCF). The Indian milk scenario witnessed a total metamorphosis by the advent of
Operation Flood; thus greatly increasing the per capita consumption of milk and sparking of high demand for
feed. On analyzing the factors related to the cattle feed demand, it is seen that there can be a positive
change in the market demand for feeds. The major factors contributing to this are: (i) Shrinkage of open land
for cattle grazing, urbanization and resultant shortage of conventionally used cattle feeds, (ii) Introduction of
high yield cattle requires specialized feeds. The way the rural farmers makes their purchases of feed and
have their buying priorities is quite different from those of their urban counterparts. Hence one need to find
out the demand patterns, consumption pattern, customer preferences, their attitude towards different
product types and brands, their brand shifting behavior and its determinants etc. Research findings on these
aspects are essential for formulation of strategies for marketing of cattle feeds. Besides, research is required
on the specific factors that influence the buying decisions of farmers and relative significance of such factors,
extent and nature of demand for cattle feed products in the future. Research findings may be used for
International Journal of Business, Management & Social Sciences (IJBMSS) (ISSN-P: 2249-7463)
Vol. IV, Issue 10 (I), June 2015, 96-101.
101
properly educating farmers as well. It is noted that in spite of huge market demand and hence high growth
potential for feed industry in India, the level of production is very low at present; pointing to its high growth
prospects. In short, there is high growth prospects for cattle feed industry in India. Meticulously planned and
carefully designed strategies are essential for tapping the huge potential for this product. Equally important is
the need for properly educating the customers viz. farmers regarding the need to switch over from the
traditional feed
Concluding Remarks
In view of the foregoing, it may be noted that there is excellent potential for feed products in India,
particularly cattle feed. Compounded Cattle Feed (CCF), though a relatively new entrant in the market, is fast
gaining momentum in the recent past. The livestock population in Kerala mainly consists of cows, buffaloes
and goats. On the basis of the study, it may be reasonably assumed that the demand for CCF will grow by at
least by 5 per cent in the future.
REFERENCES
1. Abhishek Sinha (2000), Manager, Strategic Advisory-F&A, Rabo India Finance, MumbaiDairy India
“Cattle Feed Industry in India”, Dairy India, Sixth Edition, pp-280.
2. CLFMA (2002)(Compound Livestock Feed Manufacturers of India), Livestock Feed Manufacturing
Industry in India, Industry Analysis, Mumbai, 2002.
3. Delgado, C., Rosegrant, M., Steinfeld, H., Ehui, S. and Courbois, C. (1999), Livestock to 2020: The
Next Food Revolution, Food Agriculture and Discussion Paper No. 28. International Food Policy
Research Institute, Food and Agriculture Organization, International Livestock research Institute.
(Available online at the following link: http://www.fao.org/ag/AGA/LSPA/lvst2020/Default.htm).
4. FAO (2001), Livestock in India - a Perspective 2000-2030. Techno Economic Research Institute, New
Delhi. 2001.
5. Government of India (1976), Report of the National Commission on Agriculture, Part (VII), Animal
Husbandry, Ministry of Agriculture and Irrigation, New Delhi, India.
6. Government of India (2015), Economic Survey 2014-15, Ministry of Finance, New Delhi, India.
7. John M P & Manoj P K (2013), “Cattle Feed Market in Kerala: A Study of Purchasing Pattern and
Buyer Behaviour”, Global Research Analysis, Vol.2, Issue 9, Sept., pp. 32-33.
8. John M P & Manoj P K (2013), “Marketing Strategies for Cattle Feed Products in Kerala: An
Empirical Study”, International Journal of Scientific Research, Vol.2, Issue 12, Dec., pp. 09-12.
9. John M P & Manoj P K (2014), “Significance of Product type and Brand in the Purchasing Behaviour
of Cattle Feeds: An Empirical Study in Kerala”, International Journal of Business and Administration
Research Review (IJBARR), Vol. 1, Issue 3, March 2014.
10. John M P & Manoj P K (2014), “Prospects of Cattle Feed Industry in India and Strategies for Utilizing
the Market Potential: A Study in Kerala with a Focus on Factors Influencing Behaviour”, International
Journal of Business and General Management (IJBGM), Vol. 3, Issue 3, May 2014.
11. Rabobank International, Emerging feed markets – Pinpointing potential, F & A Research and
Advisory, Sept. 2006.
12. Vaidya, S.V. 2001. The Indian Feed Industry. AGRIPPA, FAO Rome.
13. Varmudy, V., “Animal and Fodder Plagued by Chronic Shortages”, Facts for You, Vol. 32, No.8, May
2012, pp.15-18.
14. World Health Organization, 1996. Emerging Foodborne Diseases. Fact Sheet No. 124.
15. Official website of WHO, available at the link: http://www.who.int/inf-fs/en/fact124.html
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Compound Feed Production for Livestock
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Dairying is an important source of subsidiary income to small/marginal farmers and agricultural labourers. Cattle feeding practices are generally traditional and most of the feed comes from grazing. However, due to shortage of feed, there has been a gradual shift from traditional feed pattern to compound feed (CF). For livestock it is either in the form of mash, feed block or feed pellets. With added advantages, the feed block and feed pellets are more popular than the mash. In India, CF is produced at the industrial level. The CF-making machines are classified as feed block-making machines and feed pellet-making machines; these are further classified as manually operated, electrical and IC engine-powered machines. The feed pelleting machines available in the market are expensive and thus unaffordable by livestock farmers. If small-scale animal producers have access to a domestically developed pellet mill technology that is low cost yet dependable, then it reduces the dependency on the high cost of commercial feeds available in the market and makes dairy farming more profitable by taking advantages of different feedstuff available at cheap prices, especially during harvest when high-quality ingredients available at low prices.
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... But, as time elapsed, there has been gradual shift from the age-old traditional pattern to Compounded Cattle Feed (CCF). 6 In this respect, the technology for making Densified Total Mixed Ration Blocks or Pellets based on straw, stover and oilseed meals is an innovative approach. The feeding of total mixed rations has also been shown to have several advantages such as decrease in feed loss, higher nutrient availability and higher animal performance over feeding ingredients separately 7,8 , which is conventionally practised in many countries. ...
Design and Evaluation of Portable Compound Cattle Feed Pelleting Machine for Farm-level Feed Production
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Full-text available
  • Feb 2021
Imbalanced nutrition, besides shortage of feed is one of the major factors responsible for low livestock productivity in conventional feeding. But, as time elapsed, there has been gradual shift from traditional pattern to compounded cattle feed (CCF), either in mash or pellet forms. The pellet form is the most preferred form of CCF among other due to its various advantages. In India, compound feeds are produced at industrial level and there is about 57% of gap between demand and supply. Any disruption in trade may cause cattle pellets expensive and unaffordable for the average dairy farmer. Feed pellet production at farm level by using locally available feed resources (which are within easy reach of the farmers and at low cost) is an alternative to the high cost feed pellet available in the market. The feed pelleting machines available in the market are expensive and individuals are unable to own them. Considering this, an attempt was made to design and develop the portable feed pelleting machine for farm level compound cattle feed pellet production. The physical properties of the feed mixture (viz. particle size, moisture content, bulk density, coefficient of friction and angle of repose) were determined and used/considered for design of feed pelleting machine wherever found necessary. The developed feed pelleting machine consists of the die plate, die shaft, pelleting chamber, press rolls, clearance adjustment mechanism, hopper, V-belt and pulley drive mechanism, electric motor and main frame. The outcome from evaluation of the pelleting machine has demonstrated a pelleting efficiency of 91.40%. The prototype feed pelleting machine produced a throughput capacity of up to 55 kg/h and pelleting capacity of 54 kg/h.
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Regulatory Guidelines for Nutraceuticals and Food Supplements in India
Chapter
  • May 2019
The use of nutraceuticals and animal feed supplements is very common because animals cannot always get enough nutrients from regular meals that the owners or farmers provide. Thus, the feed supplements provide essential nutrients that are widely used for maintaining good health in animals. In some cases, if an animal does not have some specific nutrition in its diet, it may not grow properly. In India the livestock sector alone contributes nearly 25.6% of value of output at current prices of total value of output in Agriculture, Fishing and Forestry sector. India is the third-largest egg producer after China and the United States and the fourth-largest chicken producer behind China, Brazil, and the United States. The overall contribution of the livestock sector in total GDP was nearly 4.11% during 2012–2013. The animal feed industry deals with food given to animals in cattle, poultry, and aquaculture sectors as a part of animal husbandry under the control of the Department of Animal Husbandry, Dairying and Fisheries, Ministry of Agriculture. Although the animal feed industry in India is almost five decades old, this industry is still in its infancy with high reliance on imports. However, the industry is very lucrative with a large number of domestic players and various foreign multinationals striving to enter into the market. Recently, in the interest of the public, Food Safety Act of 2006 with regulation in the year 2017 is likely to be implemented very soon. The law also has a commitment to Codex Alimentarius Commission, World Trade Organization (Basic Rights and Obligations, under the SPS along with their sanitary or phytosanitary measures as per their international standards, guidelines, or recommendations. Impact of Food Safety Act of 2006) still needs to be seen after its implication in the year 2018.
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SIGNIFICANCE OF PRODUCT TYPE AND BRAND IN THE PURCHASING BEHAVIOUR OF CATTLE FEEDS: AN EMPIRICAL STUDY IN KERALA
Article
Full-text available
  • Mar 2014
Cattle feed industry is a major segment of animal feed industry. This industry is gradually evolving into an organized sector and the feed manufactures are increasingly using modern and sophisticated methods that seek to incorporate best global practices. This industry has got high potential for growth in India, given the fact that the country is the world's leading producer of milk and its production is expected to grow at a compounded annual growth rate of 4 per cent. Besides, the concept of branded cattle feed as a packaged commodity is fast gaining popularity in rural India. There can be a positive change in the demand for cattle feed because of factors like (i) shrinkage of open land for cattle grazing, urbanization and resultant shortage of conventionally used cattle feeds, and (ii) introduction of high yield cattle requires specialized feeds. Earlier research studies done by the present authors have revealed the significant growth prospects of the branded cattle feed industry, the feed consumption pattern and the relatively high share of branded feeds, feed consumption pattern based on product types (like, pellet and mash), composition of cattle feed market and the relatively large shares of Kerala Feeds Ltd. (KFL) and Kerala Solvent Extractions Ltd. (KSE) brands, the major factors influencing the purchasing decisions etc. As a continuation of the earlier studies, this study makes a closer look into the significance of product types in the buyer behavior, level of awareness about the brand and its implications on purchasing decisions, and the brand-shifting behavior and its determinants. Introduction Cattle feed Industry, a major ingredient of animal feed industry is currently evolving from a fragmented industry into an organized sector. The feed manufactures are increasingly adopting modern and sophisticated methods in an effort to incorporate best global practices. This industry has got high growth potential in India, given India's position as world's leading producer of milk. The production is expected to grow at compounded annual growth rate of 4 per cent. The way the rural farmers makes their purchases of feed and have their buying priorities is quite different from those of their urban counterparts. Hence one need to find out the demand patterns, consumption pattern, customer preferences, their attitude towards different product types and brands, their brand shifting behavior and its determinants etc. Research findings on these aspects are essential for formulation of strategies for marketing of cattle feeds. Branded Cattle Feed Industry The concept of branded animal feed as a packaged commodity, though not a very recent concept, is gaining popularity in the rural folks in the recent past. The packaged feed, as a product possesses, various factors such as hygiene, quality, convenience to handle, etc. to its advantage. The age old feeding pattern practiced in India is a mixed variety consisting of green grass, dry grass, cotton seed cake, coconut cake, rice bran etc. From the time immemorial, the cows were fed by grazing in open areas. But, as time elapsed, due to changes both environmental and social, there has been gradual shift from the age-old pattern to Compounded Cattle Feed (CCF). The Indian milk scenario witnessed a total metamorphosis by the advent of Operation Flood; thus greatly increasing the per capita consumption of
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PROSPECTS OF CATTLE FEED INDUSTRY IN INDIA AND STRATEGIES FOR UTILIZING THE MARKET POTENTIAL: A STUDY IN KERALA WITH A FOCUS ON FACTORS INFLUENCING BUYER BEHAVIOUR
Article
Full-text available
  • Mar 2014
Indian feed industry is about 50 years old and it primarily consists of cattle feed and poultry feed segments. Cattle feed industry in India is gradually evolving into an organized sector and the feed manufactures are increasingly using modern and sophisticated methods that seek to incorporate best global practices. Indian cattle feed industry has got high growth potential, given the country' stop position among the world nations in respect of livestock population and also the high expected growth rate of about 4 per cent. Compounded Cattle Feed (CCF) products, particularly the branded ones is fast gaining popularity India, including in rural areas. The major drivers for the growing demand for cattle feed are the factors like (i) shrinkage of open land for cattle grazing, urbanization and resultant shortage of conventionally used cattle feeds, and (ii) introduction of high yield cattle requires specialized feeds. Earlier research studies by the present authors based on the feedback from the farmers have revealed the good growth prospects of the branded cattle feed industry, the feed consumption pattern and the relatively high share of branded feeds, feed consumption pattern based on product types (like, pellet and mash), composition of cattle feed market and the relatives hares of major brands, the major factors influencing the purchasing decisions etc. As a continuation of the earlier studies, this study makes a closer look into the exact nature of the growth potential of the market from a macro perspective, feedback from the field study with dealers and industry experts and relative significance of factors influencing buying decisions.
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Marketing Strategies for Cattle Feed Products in Kerala: an Empirical Study
Article
Full-text available
  • Dec 2013
Cattle feed industry is a major segment of animal feed industry. This industry is gradually evolving into an organized sector and the feed manufactures are increasingly using modern and sophisticated methods that seeks to incorporate best global practices. This industry has got high potential for growth in India, given the fact that the country is the world's leading producer of milk and its production is expected to grow at a compounded annual growth rate of 4 per cent. Besides, the concept of branded cattle feed as a packaged commodity is fast gaining popularity in rural India. There can be a positive change in the demand for cattle feed because of factors like (i) shrinkage of open land for cattle grazing, urbanization and resultant shortage of conventionally used cattle feeds, and (ii) introduction of high yield cattle requires specialized feeds. In the above context, this paper looks into the dynamics of cattle feed market in Kerala, emerging purchasing pattern and buyer behavior in respect of cat-tle feed products in the state, and lastly offers a few strategies for effective marketing of cattle feed products.
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Cattle Feed Market in Kerala: A Study of Purchasing Pattern and Buyer Behaviour
Article
Full-text available
  • Sep 2013
Animal feed is currently evolving from a fragmented industry into an organized sector. The feed manufactures are increasingly using modern and sophisticated methods in an effort to incorporate best global practices. Cattle feed is a segment of the animal feed industry with potential for growth, given that India is the world's leading producer of milk, and production is expected to grow at compounded annual growth rate of 4 per cent. The concept of branded animal feed as a packaged commodity, though not a very recent concept, is fast gaining popularity in rural India. The packaged feed, as a product possesses, various factors such as hygiene, quality, convenience to handle, etc. to its advantage. The age old feeding pattern being practiced in India is undergoing change because of various social and environmental issues. There can be a positive change in the demand for cattle feed because of factors like (i) shrinkage of open land for cattle grazing, urbanization and resultant shortage of conventionally used cattle feeds, and (ii) introduction of high yield cattle requires specialized feeds. In the above context, this paper looks into the emerging purchasing pattern and buyer behavior in the Kerala context.
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Manager, Strategic Advisory-F&A, Rabo India Finance, MumbaiDairy India "Cattle Feed Industry in India
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