INDIA Archives

05/03/2013by EOS Intelligence EOS Intelligence No Comments

Ultimate Convenience Indian Style – Why Do Ready-to-eat Meal Producers Have a Difficult Job in India?

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After a long day at work, a tasty meal is every hard working man and woman’s dream. But, cooking such a meal late in the evening – more of a nightmare. Enter ready-to-eat meals. Throw a packet in the microwave and your main meal of the day is steaming hot in under five minutes. What could be faster, tastier, more convenient and cheaper than that? Many options, Indians respond.

The healthy growth of ready-to-eat (RTE) consumer meals (i.e. microwavable pouches containing ready dishes) has become a success story across many countries, where lifestyles are getting busier, disposable incomes are increasing and women are becoming an integral part of the workforce. The RTE industry is taking several emerging economies in Asia by storm, as dynamic demographic and economic transformations occurring in many of these economies drive increased interest in convenience sought in matters of food by the region’s inhabitants. The trend, though, is of uneven magnitude, with rural communities largely remaining deeply traditional about home-cooked food, besides having very limited financial capacity to afford RTE products or a microwave oven. However, the growing preference for such meals is so strong amongst middle class groups, that, overall, the RTE segment across Asian markets has become an attractive area of opportunity for food companies.

RTE foods sector is one of the most dynamic growth sectors in the packaged foods markets across Asia, and on a global scale, Asian consumers exhibit the highest interest in RTE meals. A 2007 AC Nielsen study revealed that seven out of top ten markets with the highest propensity to purchase RTE meals are Asian countries, with Thai consumers emerging as the world’s biggest fans of RTE products.

Surprisingly though, India does not feature in the list of top 10 RTE markets. Unquestionably, the country does enjoy most of the RTE foods market growth prerequisites – fast developing economy, expanding modern retail channels, dynamically growing middle and upper class, rising nuclear family format, soaring participation of women in workforce, rapidly rising incomes and the growing reality of hectic lifestyles driving the demand for convenience.

So where is India in this picture? Why does its name not appear in the list of attractive RTE meals markets? Why do India-made RTE food products have a bigger market internationally than domestically? What are the challenges that RTE producers such MTR Foods, ITC Foods, Heinz India or Haldiram’s face in their home territory?

The fact is that although there is a market for RTE products in India, its size is modest and its growth is slowing down. AC Nielsen estimates the Indian RTE market growth slowed from 44.9% in 2010 to 28.1% in 2011 (reaching INR 506 crore, or about USD 110 million). In comparison, the Thai RTE market grew by 105% during 2005-2010, with a strong, upwards trend that is set to persist.

The reasons for such differing dynamics are many, largely due to cultural background and the Indian consumer’s mindset. Here are six key reasons why RTE foods producers have a difficult job in the Indian market, reasons, that might make them reconsider RTE expansion plans:

Traditionally, Indians are accustomed to hot fresh food served straight from sizzling pots, mainly because of easy and cheap access to domestic help and primary cooking ingredients easily available for purchase. RTE meals, despite their convenience, have a hard job competing with home cooked food.
Busy Indian consumers look for speed and convenience, and there’s plenty of options in the food services sector – countless cheap order-in and take-out options, that also offer great advantages over RTE meals, especially as these are freshly cooked, a factor of great importance to Indian consumers.
Unlike in many other countries, RTE foods in India are more expensive than most order-in and take-out options. This, paired with the preference for freshness, tends to put RTE products at a disadvantageous position.
Despite growth in modern retail format, majority of Indians still do their food shopping in traditional stores, which have limited space and interest in carrying novelties such as RTE foods (organised food retail is estimated to still account for only about 3-5% of the total retail market).
Considering the hot climate, Indian consumers tend to be reluctant to trust the safety of a ready meal that has been stored and transported out of temperature-controlled supply chain, especially given the largely inefficient supply chain management.
Some RTE meals, which do require cold storage, also fall prey to inefficient supply chain management and frequent power cuts, which lead to rise in production costs, in turn translating into higher RTE product prices resulting in lower demand for such products.

In spite of the many challenges, the Indian RTE market is growing, though at much slower rate than once anticipated. Indian attitude towards meal from a pouch is changing, with growing social acceptability to consume such foods and to prepare meals in the microwave.

Producers are optimistic, as the mere size of the potential customer base offer vast opportunities, even with slower y-o-y growth. But they also remain cautious, citing improvements in supply chain and distribution management, growth in modern retail format, continuous growth in consumers’ disposable incomes as the main changes needed to occur for the Indian RTE market to actually take off. However, given that many of these transformations have been occurring over the past years, perhaps these form just a secondary problem. Perhaps the key prerequisite for RTE market growth is the change in the Indian consumer’s mindset – change that is the slowest to occur and hardest to influence by producers.

19/02/2013by EOS Intelligence EOS Intelligence No Comments

India – Reducing Reliance on Diesel

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India’s subsidy on diesel currently stands at about INR 950 billion (~ USD 19 billion).

Total diesel consumption was 64.74 million tons in 2011.

Diesel accounts for about 38% of India’s total fuel consumption.

3 million ton of diesel is consumed in private power generation.

On 17th January 2013, the Indian government took a major step towards the deregulation of diesel prices. A monthly (duration, undecided) hike of INR 0.50 (USD 0.01) for retail customers and INR 11.00 (USD 0.20) increase in diesel price for bulk customers has been proposed. This move is expected to reduce India’s fuel subsidy burden by about INR 150 billion (~ USD 3 billion) annually.

Why such high dependence on diesel?

Agriculture and power generation account for 20% of India’s diesel demand.

The agriculture sector, the mainstay of India’s economy, accounts for about 12% of India’s total diesel demand. For a typical Indian farmer engaged in semi-mechanized farming operations, diesel can account for up to 20% of the input cost. This primarily consists of expenses towards fuel used to plough field and a substantial amount used to operate water pumps for irrigation purpose.

The power sector demand for diesel is largely driven by inadequate and inefficient power generation, transmission and distribution infrastructure. As per available statistics, there is about 10% supply-demand gap in India’s power sector, which results in regular outages. Though India added about 20GW of generation capacity in 2011, more would be required if the country aims to match global per capita electricity consumption standards of 2,700Kwh. At present, India’s per capita consumption is about 900Kwh.

This mismatch in supply-demand of power is met by private power generation, accounting for 8% of India’s diesel demand. Shopping malls, housing societies, large hospitals and telecom towers are among the major consumers of diesel-generated power.

Across the country, diesel generators operate for 8-10 hours every day, to supplement government-supplied electricity, thus leading to excess demand for diesel.
According to government statistics available for 2011, private power generators and mobile phone towers consumed 4.6% and 1.93% of diesel, respectively.

Power is also lost in the form of aggregate technical and commercial losses, which amount to about 30% of the total power produced in the country. With a generation capacity of 205GW, approximately 60,000MW is lost while transmitting and distributing power to end-users.

As an indicator, reduction of these losses by even 50% can ensure power to about 8 million diesel pumps of 5 HP rating thereby saving of about 4-8 million litres of diesel per hour.
If the government took necessary steps to improve power availability by 50% of the current outage time (assumed to be eight hours daily as an average) then it is estimated that it would lead to the reduction of diesel usage in private power generation by about 4.5 million litres annually.

So, how can the heavy reliance on diesel be reduced?

Reduce price differential – Minimizing the price differential between petrol (gasoline) and diesel, which can be up to 30%, could go a long way in helping reduce the burden on diesel. Artificially-kept low diesel prices (coupled with better efficiency of diesel engines vis-à-vis petrol engine) have led to increased demand for diesel vehicles in India, thus resulting in greater diesel consumption. In 2012, diesel cars accounted for more than 50% of all passenger vehicles sold in India. In 2011, approximately 16% of diesel sold in India was consumed by passenger vehicles. Economists have often questioned the rationale behind selling subsidized diesel to passenger vehicle owners who can afford it at the market price. Policymakers have also mulled options to discourage the sale of diesel cars, which include higher taxes on diesel cars. However, such moves have been opposed by the Indian automobile industry. Industry experts admit that parity in diesel and petrol prices can shift balance in favour of petrol vehicles with a sales ratio of 55:45. For instance, if achieved in 2013, this could reduce the consumption of diesel by 200 million litres (based on a conservative estimate).
Alternate sources of power – Adoption of renewable sources of energy for power generation could also help in reducing the current diesel burden of India. Renewable power currently accounts for only about 12% of total installed capacity. For instance, an Indian telecom service provider Airtel has installed a 100 KW solar power plant in one of its major routing centres in Northern India. This is expected to save 26,000 litres of diesel annually. The company is planning to install similar system in six other locations as well.
Other measures – Better roads and highways would result in improved fuel efficiency of vehicles leading to lesser use of vehicles. Efficient intermodal logistics infrastructure, with a larger share of railways would reduce dependence on road transport.

Diesel demand in India would remain high due to its close linkage with day-to-day economic activity. However, it is apparent that current diesel usages are more than the actual requirement due to infrastructural shortcomings in the power sector. Therefore, addressing these issues would directly help in reducing diesel demand in India.

In the near term, it would be interesting to see how the gradual hike in diesel prices impact the economy at large, and more so, the budgets of the common man. As with several such measures in the past, the step towards change has to be politically driven and with general elections in sight in 2014, only time will tell how effective this much awaited reform is for India.

13/02/2013by EOS Intelligence EOS Intelligence No Comments

Production Re-shoring – a Great Idea That Won’t Materialize?

After years of shifting American production capabilities to China as the primary low-cost location, the trend might be somewhat changing. As costs increase in this previously cheap destination, American executives have started to question whether it still makes economic sense to spend more and more on Chinese labour and transport the products back half across the world to the final customer.

With estimations that Chinese wages double every four years, it is clear that the cost benefit of off-shoring to China is narrowing and the country might start losing its competitive edge. It has been, and will continue to be, a very slow process, and we will surely hear stories of another industry giant opening another production facility in this ‘global manufacturing centre’. Yet, the concept of re-shoring, i.e. shifting manufacturing capabilities, once off-shored in search for decreased costs, back to the USA, has been the story of several American producers for the past couple of years. While reasons vary, cost element is probably a key deciding factor, as cited to be the reason behind the re-location of some of the capabilities by Apple or General Electric.

But it is not only the cost that is forcing companies to think of bringing manufacturing capabilities back home. There is a range of reasons indicated as strong factors that should force American manufacturers to consider re-shoring:

Slowly, but gradually the cost benefit of off-shored production will narrow, given the faster rise in labour costs in locations such as China
Shipping costs associated with long-distance logistics are also increasing, e.g. shipping rates, cutbacks in logistics infrastructure, are estimated to have caused an average hike of 70% in shipping costs between 2007-2011
Quality inconsistency issues, both real and perceived, continue to resurface in Asia-manufactured products – flawed production lots, inaccurate specifications, as well as end customers’ continued scepticism towards the ‘made in China’ label
Production is increasingly executed in small lots to ensure responsiveness to fluctuations in demand volume and structure, customization requests, and to mitigate the risk of reduced liquidity with cash trapped in inventory
Supply chains are found to be more and more vulnerable to disruptions caused by ‘beyond control’ factors, from natural disasters (earthquakes, tsunamis in Asian locations) to political disruptions affecting smooth and timely shipping
Weaker dollar requires US-based companies to spend more bucks on the same foreign-based production and transportation services
While economic result matters most, producers also consider the customers patriotic interest to buy products that are ‘local’ to them – in terms of appeal as well as the production location, which can be an extra public relations benefit for the company re-shoring its manufacturing jobs back to the USA.

While reasons are varied and not mutually exclusive, there is still a question whether re-shoring is actually a strong trend, and whether jobs will return to the USA. The question cannot be ignored – if re-shoring turned out to be a persisting trend, it could be a well-needed kick to this crisis-shaken American economy.

Not long ago, in mid-2012, Forbes published an article, in which it asked whether re-shoring is actually a trend or more of a trickle. A simple survey conducted amongst MFG.com members, an online marketplace space for the manufacturing industry, proved that re-shoring can be a real trend, as a number of American executives indicated new contracts being awarded to them – contracts that had previously been off-shored. The re-shoring trend seems to be further confirmed by the frequently quoted 2010 Accenture report, which indicated that around 60% of manufacturing executives surveyed considered re-shoring their manufacturing and supply capabilities. The trend could be additionally supported by tax incentives proposed by Barack Obama for companies re-shoring back to the USA, as well as drives such as The Reshoring Initiative, founded by Harry Moser in 2010, aiming at promoting the concept amongst American businesses and tracking the phenomenon. According to Moser, re-shoring brought some 50,000 jobs back to the USA during the period of 2010-2012.

But, with all these points being legitimate reasons for American companies to re-think their off-shoring, perhaps the big believers in the return of the ‘Made in the USA’ era, should curb their enthusiasm just yet. It is quite unlikely that low-cost producers will return to the American soil for good – on a scale large enough to have a positive impact on American economy.

First of all, China will still hold enough advantage over the next couple of years – an unbeatable advantage of a large pool of workers available for $2 an hour wage, which, even if increases, will still be far lower than in the USA. And it is not only about the cost, but also about the relatively high elasticity of low-cost Chinese labour supply (in terms of wage accepted and workers volumes available), which even at its lower productivity, makes it still more economical to stick to factories based in China, than re-shoring on big scale to the US market. The public relations dimension of bringing back jobs has to be approached realistically too, keeping in mind that much higher productivity of American workers means that for each 4-5 Chinese jobs being cut, American market would gain probably not more than 1, making the job creation benefit much more modest than hoped for. And even if, over long term, the increasing labour cost squeezes the cost benefit tight enough to make the producers leave China, it is highly unlikely that they will turn to American workers as first priority. There are more economical options available across Asia and other geographies (perhaps at higher cost than in China but still well below American levels). We might see some of these manufacturing jobs fly to India, Bangladesh, and the emerging African continent.

It seems that this big re-shoring move might be just wishful thinking, which will translate to a few jobs brought back to the USA, in numbers not significant enough to actually make much difference.

13/12/2012by EOS Intelligence EOS Intelligence No Comments

Essential Drugs in India – Is It All About Affordability?

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For a pharmaceutical company, establishing a balance between production cost, profitability and affordability of the drug for consumers is a delicate matter, with natural temptation to push the aspect of affordability to the back seat in search for profit maximization. Large pharmaceutical corporations have often been criticized for not undertaking sufficient efforts to promote availability and affordability of essential medicines, especially in poor and developing countries. It seems that this criticism is slowly yielding positive results – several drugmakers, led by giants such as GlaxoSmithKline and Johnson & Johnson, are intensifying their initiatives oriented at ensuring the availability and affordability of their drugs in less affluent markets. These efforts are mirrored in the “Access to Medicine Index”, published in 2012 by Access to Medicine Foundation, that clearly indicates drugmakers’ response to rising social pressure to provide affordable drugs.

The drugmakers’ initiatives span a range of actions – differential and reduced pricing, technology transfers under license agreements, as well as donations. For instance Gilead, a US-based biopharmaceutical company, provides waiver of royalty payments to licensed manufacturing partners of its HIV medicines. Since 2011, it has also operated a five-year single-drug donation program, which involves donation of 450,000 vials of AmBisome (amphotericin B liposomal), for the treatment of visceral leishmaniasis in developing countries, including in India. Another example is Merck India, which has been selling its anti-diabetic drug, Januvia, at one-fifth of the US price since 2008.

But pharma companies are not alone in their efforts. Indian government has introduced a policy aimed at increasing the availability of essential drugs at affordable prices. In 2011, the government proposed to increase the number of drugs remaining under the purview of the National Pharmaceuticals Pricing Policy 2011 to 348, up from initial 74. This policy has been amended in 2012 to include 652 commonly-used drugs under 27 therapeutic areas. Introduction of this policy is expected to result in a price drop of 10% or more for about two-thirds of essential drugs available in the Indian market.

While these combined corporate and government efforts are likely to boost access to inexpensive essential drugs, Indian government actions might, ironically, have an adverse impact on the industry. Several pharmaceutical corporations operating in the Indian market are already averse to these new government policies, citing erosion in both top and bottom line results. There are at least two more negative repercussions potentially arriving from the government’s actions:

In a scenario, where the provision of price-capped drugs becomes unprofitable for the drugmaker, the pharmaceutical company may decide to discontinue the availability of these medicines in the Indian market. This took place prior to the introduction of the National Pharmaceuticals Pricing Policy 2011, when 27 of the 74 drugs under price control were discontinued. Such a scenario would render these price control efforts counter-productive, to say the least.
At the same time, quite possibly, small domestic generic drug manufacturers are likely to be tempted to raise the prices of their low-cost drugs closer to the designated price-cap level, which in their case would mean an increase in the average price of drugs. This would, without a doubt, negatively impact consumers, particularly in smaller tier II and tier III cities across the country.

Increasing social pressure to provide affordable drugs is forcing both corporations and governments to introduce efforts to control drug prices. While these price control measures are necessary to make essential drugs affordable to the Indian public, these efforts may backfire in the long run. Possible drug discontinuation and average price hikes ultimately point towards corporations placing profit maximization over consumer needs.

15/03/2012by EOS Intelligence EOS Intelligence No Comments

Solar Photovoltaic Market – Contemporary Scenario and Emerging Trends

As concerns about global climate change become more salient with growing population, depleting natural energy sources and subsequent rise in traditional energy prices, the search for alternative sources of power generation has become a prominent societal issue.

New sources of energy are typically not as cost competitive as traditional sources such as coal and natural gas, thus, local governments across various countries have rolled out incentives for private players to invest in the renewable energy sector, thus driving innovation and creation of cost-effective solutions.

Read our report – Solar Photovoltaic Market – Contemporary Scenario and Emerging Trends

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