Big FMCG brands closing gap with smaller players 25) PLAYING CTCH-UPFarmers have earned up to 50% more via e-Choupal, says ITC |SHITA aVAN DUTT Kolkata, 20caber he agriculture-related I legislation cleared by Parliament amid high drama last week may have opened upadebate ithe entry of the corporate sector would actually lead toa rise in farmer incomes, but the outcomes of one of India’ largest congtom erates, ITC's e-Choupal model indicated, corporate interven: tion in agriculture pays. Company officials say farm. ers have earned up to $0 per cent more by using e-Choupal, which the firm uses for direct sourcing of agri commodities. ‘An important part of ITC's agri sourcing infrastructure, e Choupal is a combination of clickand mortar (atype of busi ness model that has both online and offline operations). While farmers benefit through enhanced farm pro ductivity and higher farm gate prices, ITC benefits from the ower net cost of procurement, having eliminated undue expenses in the supply chain, ITC sources over 3 million tonnesof agri products from 223 districts in 22 states, of which about two-thirds is through e- Choupal. Over the years, ITC hasbeen engaging with farmers via e-Choupal to produce high quality wheat, potato, fruits, milk, vegetables, and coffee, among others. Tt has been a winswin proposition. Now in its 20th year, e-Choupal translates to 10 per cent of cost savings for ITC and 10-25 per cent improvement in productivity forfarmersbased on the levelof adoption of recommended practices, leading to an overall higher income of up to $0 per cent. Those benefits, ITC says, hold for any point in time. Some projects have yielded incomes higher than even 50 per cent for farmers, Projects like Baareh Mahine Hariyali (covering 200,000 farmers) BENEFITS GALORE Outcomes under e-Choupal 16-10% savingin cost of cultivation for farmers 10-25% improvementin productivity mHigherincome up to 50 percent for farmers e-Choupal 4.0 Version beingscaled tocover1 million farmers m= The digital platform will aggregate technologies like remotesensing, precision farming, drone-based services, quality assaying, e-marketplace mAgrisupportservices, agri inputs, financial services, farm equipment, farm produce selling would be part of e-marketplace havedemonstrated potential of doubling farmer incomes through multiple interventions like increasing cropping inten: sity, Sivakumar, group head (agri and IT businesses), ITC, noted, adding e-Choupal had helped farmers in getting price discovery of crop in the village itself, helping them to make right selling decisions. “The scientific quality assessment and digital weigh- ment at purchase centres censured additional benefit of4- Spercent,” he said, Sivakumar, the architect of e-Choupal,saysthat in the new paradigm of creatingan ecosys- tem that offers “freedom of choice” to farmers, power of competition from_ multiple buyers is the best safeguard, 'Exemptingthe valuechain. players from the provisions of Essential Commodities Act will bring more competition. Inany cease, with APMCs continuing to operate, farmers will have even mote choices thanbefore,” he pointed out Incidentally, the growth of ITCse-choupal had hitaspeed breaker in 2007-08 due to lack of agricultural reforms. Export bans, subsidies, stock controls, the prohibition of futures, and slow amendment to the APMC ‘Act had stymied the growth of ‘e-Choupal and prompted IPC tofocuson expandingthescope ofservices. Sivakumar said ITC was now ready to implement e: Choupal 4.0 at scale and bring the benefits of the digital revo- lution to empower farmers even more effectively. From pilots, ITCisnowlookingattak- ing e-Choupal 4.0 to cover 1 million farmers ‘The digital platform, designed as a crop-agnostic integrated solution framework, will synergistically aggregate technologies like remote sens- ing, precision farming, drone based services, quality assay ing, e-marketplace and many ‘others. Itis now ITC's vision to ‘empower 10 million farmersin India multiplying livelihoods that will benefit over SO million people,” he explained. ‘The e-Choupal ecosystem hhas so far reached out to 4 mil- lion farmers, The new farm laws are making ITC to explore ‘opportunities.JioMart bets on private labels Digbijay.Mishra @timesgroup.com Bengaluru: Reliance Retail hasstarted pushing itsarray of existing private brands with kiranas across metro and non- metro markets, offering high margins of 20% as in-house la- bel sales jump in online groce- ry. Multiple sources said this would result in higher availa- bility of private labels on Reli- ance’s e-commerce platform JioMart, which is aggressively on-boarding kiranas. “This is a kind of back- ward integration for Jio- Mart. While most JioMart or- ders are being fulfilled thro- ugh Reliance Retail stores for now, they are on-boarding ki- ranas through the newly launched platform. In sync with that, their brands are be- ing stocked so orders fulfilled through kiranashaveenough private brands for consumers to choose from,” a person aware of the plans said. Jio- Mart, which has also now started apparel sales, is not the only one being bullish on private brands. JioMart’s daily average order volume is learnt to be inching up from the previo- usly announced 2.5 lakh and private brands, which are ty- Pically 10-20% cheaper, co- uld boost that further. TOI has seen the offers being gi- 3) MARGINS ven to these merchants thro- ugh regional distributors for brands, including Mopz, Expelz and Double White. Bigbasket, which had over 30% of total sales from in-hou- se brands before the pande- mic, now sees new customers doubling for its brands. Its private labels account for 38% of its total monthly sales. A JioMart spokesperson did not respond to TOI’s emailed que- ry on the matter.Ready to Order? Yes, it’s a Slow but Steady Dine-in Recovery Restaurants in key markets see higher customer numbers despite less seating, but lower rents still critical for the near future \weekens. thanks topentupde- of tpeOrinksand Warehouse Cafe, weopengurrestaurans,"sa tna BRUsRARESaTMalvtya —Mandandeasngolyestrictenson ““WtaveseenDenaalurudemand ChifasChaer co-owner ot leoholanea"std PrijankSuks rearhingssh of capackyatera Burma urn New DointiMumbal:Covid isis owner of retaurantcnains fewmonms so weexpectomerTasaurantswllbeamangsho Very mucnoutterebateatngout SuehasPlunBy BeatChalr Lora eitestomiowasimiartendonce arstseeortobouncebackanee Iemakinga comeback. Aer nearly Skmonehsot dump nash Stcurteindincinsumers* ~ Batkatthe Table ‘withnany reaching of cubeet toon, Drecondieesdespiereariced — €425IaKNET | Paes “Stats guts Det NCR, Iravarysee | ehndaca Sea, alee a GRetnamR Cr, mt | Seana” Tilnawestggored reopens 30 eres. Dasa eae eee woctendsaioshave neice isso Uy andpoliy support fam gov. ret exbay Teac MARNE, saniaaccreumea mse 30% of ineofereiran rere tov mario eedente monte iach Restaurants ‘full fooefall. 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Ie ald Anan Chartoron chai man, speeaty Restaura ovnesaurantswon moar 8APART FROM LABOUR SHORTAGE Tough Unlock Rules May Keep Many Eateries Shut State's restrictions on timings and seating capacity to make it difficult for many to restart operations Anumeha.Chaturved! @timesgroup.com New Delht: The Maharashtra go- vernment permitted restaurants to operate with restrictions from October 5, butmost restaurants in ‘Mumbai and other parts of Maha- rashtra are likely to stay shut due to labour shortages, restrictions ‘on timings till 7 pm in malls and other parts of the state and the 33% capacity restrictions in Mum- bal. The seating restrictions in other parts of the state excluding Mumbatare capped at50%. Industry insiders said about 30% restaurants !nMumbaiandMaha- rashtra may open from Monday. “Not many will open from October 5, Restaurants are still in the pro- cess of refurbishing, mobilising staff. Those in mails are unlikely to open, given the7pmrestrictions. To No Good Times Restaurants | Seating ed Seek Ree Cid Cred (ulead a i cc) Ce due er Er Sosy De ty ead Cod Bed Prd Coa opening any ean Mumbal from Pero ot] feed ee tog eed f(a operate at 33% capacity Limit only for lunch may not make sense for people. We are told mall operators are in talks with the government to ease restrictions. If that happens, nothing like it,” sald Anurag Katri- ar, president National Restaurant Association of India(NRAD. Katriar, also the CEO of deGusti- bus Hospitality, which runs Indigo Dell and other brands, 1s not ope- ningany of his outlets from Monday. Riyaaz Amlani,chief executive of Impresario Entertainment and Hospitality — which runs brands such as Social and Smokehouse Deli —isalsonot opening any out- Jets in Mumbai and other parts of thestate from Monday. Impresario has around 20 outlets across brandsin Maharashtra. “TheBMChascappedrestrictions at 33% in Mumbal, which is not vi- able at all. We are losing money at 50% and 33% ismurder. Ittakesa lot of money to get the plane off the ground. Restaurants in malls are not allowed to open beyond 7 pm. Other protocols are fine, but tt mingsand the33% capacity restric. tions don't make sense. We are wal- ting for more clarity,” he said. “About 30% of our members may open from Monday. The rest are planning, but due to labour staff shortages, it will take a few more weeks. In Mumbai, they have not given a time limit, but there are 7 pm restrictions in other places in the state. When we met the chief minister, we had said there should be no time restrictions,” said Shi- vanand Shetty, president, Indian Hotel & Restaurant Association (AHAR). AHAR has 8,000 mem- bers in Mumbai.Nerolac set to invest ¥450 crore, expects double-digit growth Kansai Nerolacis investing 450 crore to add capacity by 40,000 lakh litres as it expects demand to grow in double- digits this year. "Sales are almost normal now and plants are running at pre-lockdown days now. Given this, | expect to close this year with double- digit growth," H M Bharuka, vice-chairman and managing director of Kansai Nerolac Paints said. PTi«DeviKa SINGH (@ CONSUMER DURABLES Eo: Pinning hopes on Sawa festivedemand sumer ing sehermes arise being need thy tor instance las aie edn paenanstendet Caution ove celebration heal atey—vhchacbrs ong 20000 hcp su thereon tes teaicains and commence ‘inane ey itn dng he co In-store tactics Seeercheateitere ete oya(part of tae raped into the toclattecantemes ad del Vand an dtonstaonn sae ar co iecuer aman Teflon alonanduierofomeapplanes. madetwiltespentondigtalthisyes, fopredo hing machines andace Sata ns, ‘though tere companics sreompared hurt Lot ea th cs ine mee soe cr cman as stan cn ti sitcom ind Pech ene lh fea st high eo Meanie itasplanstolowagets se rere groaning companies nthe se Yortdhmmherange.sartagat suenghinbeacatcenytoganepen: Sbouttowottineringusmaneing fepeenetcamakngaetaima matchup olDanone set to grow biz amid slowdown ‘Himanshu Bakshi, managing director, Danone India, says exit from the dairy ‘market had been backed by renewed push forits nutrition portfolio ‘was DUTT, a2 Oaaber French food major Danone is expected to grow its business in India in 2020. In spite of disruptions and loss ofsales due tothe pandemicand the lockdown, the local unit will post better growth than last year, accor ing toa top executive ‘The makers of Protinex. and Dexolac has already managed to brings business backto the growth path. In September, for example, the ‘company registered higher growth (year-on-year) than it did last yea, suid Himanshu Bakshi, managing director, Danone India. Sinceits exit from the dairy space in 2018, the firm’s adult nuteition portfolio, led by Protinex, has ben the largest contributor toits top line, While its infant nutrition business contributes a little less than 50 per cent, itis the adult nutrition basi- ress that is growing faster — “at a healthy double-digit rate”. According to Bakshi, the comps nny's decision to ext from the dairy market_had been backed by renewed push for its nutrition port folio. The firm is now exporting Protinex to Thailand, “Protinex i= ourfirst Indian brand tobe launched ‘overseas "he sad Danone had acquired abunch of brands, including Protinex, Dexolac, and Farex, from Wockhardt in 2012 for 2,600 crore. ‘Tofurther ramp up ts local por folio, the firm is now planning to Jaunch a few major brands from its global portfolio. Like in India, tlobally Danone competes directly with food and nutrition major Nestlé with some ofits flagship brands ike Atmel, lpro, and Nuticia Capitalising on the growing health concerns among consumers due to the pandemic, Danone is setting its healthy living messaging atthe forefront of its product com: The recent disruptions, however, have altered the dynamics the mar Ket. While e-commerce and general trade (local iranas) haveemerged as key distribution channels, one ofthe fastest growing retailchannelsinthe past two years — the modern trade hhas faltered, According to Bakshi, its field personnel have managed to streamline distribution but recovery ‘modern trade is some time say. “Recovery in modem trade willbe sradual and slow.” he said.tournament in a bio-secure bubble would make it harder for illegal gambling rings to approach players. ‘The matches are being played in Dubai,Abu Dhabi and Sharjah without spectators, and player movements are strictly regulated as part of the league's Covid-19 protocols. The eight-team tourna. ment was shifted toUAEasthe novel coronaviruscontinuesto surge in India where the death toll has crossed 1,00,000. — Reuters Does MSP matter? Govt procurement just 7% of agri GVA Since the overall output value of the agriculture and allied sector (which tends to be higher than its GVA) was expected to be around %40 lakh crore in 2019-20, pro curement made up for even a smaller fraction of it — just 6%. However, minimal MSP operations are, these tend to have a bearing on market prices of all crops, the defend: ers of the MSP system say. Really? Except for wheat and paddy, the only two crops in the case of which MSP opera tions are substantial, market prices don’t seem to be impacted by real MSPs or the possibility thereof. Even in the case of some 22 items (of over 1,000 crops grown) for which MSPs are announced, the aggregate market prices through the respective crop seasons tend to bebelow MSPs, the differential being roughly 15% on an average,a cursory lookat thepricesin thelast few seasons by FE revealed. In the 2019-20 crop year, for instance, the market prices of arhar, gram and groundnut ruled 16.6%, 16.7% and 10.8% below their respective ‘MSPs. The analysis is based on the pan-India weighted aver- age mandi prices during the October January period for kharif crops and those between March and June period for rabi crops. Despite the Food Security Act that led to ramping up of paddy and wheat procurement by FCI and others and the recent half-hearted efforts by Nafed to purchase pulses at ‘MSPs, albeit in small quanti- ties, value of MSP purchases continues tobeasmallfraction of the country’s agriculture market. ‘The comprehensive agri- culture marketing reforms unleashed by three recently. enacted farm laws haven't come too early — several expert panels have pitched for such changes over decades. Yet there’s merit in the argument that proliferation of market yards and private mandis in every nook and corner of the country should have preceded theenactments,so that perfect conditionswere created forthe new market ecosystem. The government has asserted that the new laws would notcripple the MSPsys- tem or the APMC mandis. ‘MSPs have never had the legal backing and been imple mented by administrative orders, the government has pointed out, in its attempt to quell the agitation over the new farm laws. Since June 5, the day the Centre promulgated three Ordinances reforming the country’sagriculture market- ing (thesewere replaced byleg. islations passedby Parliament inthemonsoonsession),man- dis have seemed to gradually lose their market shares in manyareas.During theJune6- August 31 period, mandi arrivals of fruits dropped 49% on year, that of vegetables by 579 and grains by 45%,as FE reported earlier. So, the threat toAPMCmandisfromthe new laws may be real. Some econo- mists have said even as the APMC mandis have an archaic and exploitative trait, farmers inmanyregionshavea'symbi- otic relationship” with the mandis and the middlemen whocontrol theaPMC system. However, the fact remains that even before the new cen- tral laws, more than half of Indian states/UTs had under- taken reforms, allowing pri- vate agri market yards and markets. = with inputs from Banikinkar Pattanayake Big unlisted firms: GovtLa Nina May Delay Monsoon Withdrawal Shashwat.Mohanty @timesgroup.com New Delhi: The withdrawal of the southwest monsoon from ma- ny parts of the country is likely to be delayed by the La Nina pheno- menon asa new low-pressure area is in the Bay of Bengal will bring heavy rain to eastern and central India, weather scientists said. Delayed withdrawal poses a risk for farmers as rainfall at the har- vest time can damage crops. Ho- wever, in northern and north- western India, the weather has alrea- dy dried up as the southwest monso- on has retreated from many partsof theregion. “Due to weak La Nina conditions prevailing, a fresh low-pressure system will develop in the Bay of Bengal by October 9. This will ma- ke the withdrawal more gradual," asenior scientist said. ‘The monsoon was expected to le- ave the subcontinent entirely by October 15. This will almost certa- inly be missed, the scientistadded. ‘The formation of the low-pressu- rearea near theeast coast will also bring heavy rain to parts of east and central India, the IMD said.‘SHIFT IN SHOPPING HABIT Electronic Goods Continue to Fly off Ecomm Shelves strane ANIREAN BORA ‘whieh tracks salesof consu: loctronis, online Online sales grow 17 eee ns for i of total laptop sod in percentage points as inane anes compared wih consumers stay away ‘sie periodate Por evsion ene now aceo- from physical stores — twlavision ontnenow acco, sf overallsnesascomared, WeitankarMukherlee oz" ayearago. ‘@timesgroup.com Also, 82% of smartphones ‘weresold ‘Kolkata: Consumer elec: ‘rough ecom- ‘tonlessalesacrosscatomor!- prands and merveplat fessuchassmariphones,priakand»—_formsin june. Tapcops teevisions rettge- “more Austcompa- Tatorsandwashingmach — Spresare—Tedwith 23% in ‘hesthroughecommerce | Beeningup_thecortespon- ‘hel online Dladformserew by asmuch as ‘ngperiod of Hpercentaye points, as presence theprevious ‘consumersopted for online year Online Durchasosandkoptaway_channelsalsoaccounted for fromphysicalstoreseven 43% of promlumsmartpno- aftertnelockdown waslifed nes(e90.00 plus)asagainst inmostpartsof thecountry. 38% last year Another global Industry expertsandex-_researchoryanisatlon Eurv- ecudivesbellevethistrend monitor International repor- ‘willcontinuemtmefuture, ted hatin thecaseot appt ‘comentingashiftinshopping ances likerefrigerators and hhabitof Indlanconsumers,Washingmachines, teshare {Sbrandsandeventrick of ecommerce hastnore tian andsmorarstoresbeet up doubled om 7% In 21810 ‘etrontine presence ‘oundiss thisyear ‘According (60K naa, a rmarketresoarenagency Comacessshoppine +8 c : -this massiveshi in preferen ‘Contactless co Ik attributed {0 conratless Shopping’ Sepoing mail of er s counts and. Yarlety of pro nopping, Atuce, “sud Mana Industry executes too believe >> Fromage that online shopping is here to “Whilomoderntrade(argoretail stay. Computer manufacturer La chalns) Wasa Digger channel novoindla managing director Ra than ecommerce till the pande- nul Agarwalsaid tne share of on mle, this year gcommercetsbeco- line may come downa bitby next ‘ming bigger,” sald industry body year. but would romain higher Consumer Electronicsand Appll- than pre-Covidlevels. ances Manufacturers Associa. The launch of company-owned onpresidentKamal Nandi. onlinestoresby Appleand LG and Nandi, who also heads Godre) the entry of the RIL-ownod dio: Appliarices,sald ven the propor. Mart intvcleetronlesandsmartp. {don of premium products sold hones during this festive season ‘through ecommerce platforms is willfurther boost the shareof on higher than last year Tine in total electronic sles, say GIK Indla managing director executives. In addition, ‘Orick [Nikhil Mathur said the trend of and-mortar chains like ‘rata ow: ‘ncreasedonlineshopping, which ned Croma, Vijay Sales, Great Dogan with the lockdown, 1s ex. Eastern and Sangoetha Mobiles pected to persist. The research havestartedtofecuson ecommer: Agencysstudiesshow thatalmost ce, elther through thelr online 75% of consumers said they wo- store fronts or tying up with mar. luld continue to shop online after kotplaces to cator to hhechanging thelifuingof thelockdowan. shopping habit in thecountry.Festive season: Over 1 lakh local shops, kiranas to boost Amazon’s India delivery PRESS TRUST OF INDIA New Delhi, October 4 E-COMMERCE MAJOR AMA- ZONIndiaon Sunday said it has enabled over one lakh local shops, kiranas and neighbour- hood stores across the country through its various initiativesto facilitate delivery of packages this festive season. ‘More than 20,000 offline retailers,kiranas and localshops from‘Local Shops on Amazon’ programme will participate in ‘Great Indian Festival for the first time, selling various items like daily essentials, large appli ancesand home décor products, statement said. ‘Thisformat helpsshop own- crs establish a digital presence andexpand theirreach, whileal- lowing customersto shop from local stores in their city. ‘The programme, which was launched in April this year, now thas more than 20,000 retailers in 400 cities, including Meerut, Ludhiana, Saharanpur, Surat, Indore, Ernakulum’ and Kanchipuram, More than 40 percent of the sellers are com- ing from outside the top 10 cities, Its other programmes in- clude Amazon Easy stores, 'T Have Space’ and Amazon Pay ‘Smart tore. “This festive season, weare focused on helping our sellers and other MSME partnersgrow theirbusinessand bounce back from the recent challenges. In the last few months we have seen businesses of all sizes in- creasingly adopt technology into theirbusiness,’Amazon In- dia vice-president Manish wary said. ‘Theintegration of Amazon's programmeswith onelakh-plus ubiquitous neighbourhood stores - for selling online, to help customers buy online, to make deliveriesandenablecon- tactless payments —is atesta- ment of theadaptabilityand in- ventiveness of Indian entrepreneurs, he added, Re- cently, Walmart- owned Flipkart had said it has onboarded more than 50,000 kirana shops to strengthen itssupply chain and delivery capabilities ahead of ‘the upcoming festive season. With this, Flipkart has sig- nificantly expanded its kirana onboarding programme to make deliveriestocustomersin more than 850 cities, it had sai, E-commercecompanies see alarge chunk of their business coming in during the festive salesand they make significant investments ahead of time to ramp up theircapacityto beable to handle the spike in orders. Festive season sees players hold- ing multiplesale events, timed around Dussehra and Diwali, Electronics, fashion and home furnishing are some of the categories that see a huge demand during the festive season, A report by RedSeer esti- mates that festive sales thisyear' are expected to almost double and touch $7 billion in gross merchandise value (GMV) as compared to$ 3.8 billion inthe same period last year. Walmart-owned Flipkartwi- host itsannual‘The Big Billion Days’ sale from October 16-21, ‘while Amazon.in is expected to announceitssale dates nextwe- ‘ek.Value-focussed e-commerce marketplace Snapdeal will hold its first sale in mid-October to! coincide with Navratri festival. Itsnexttwosaleswill unin late! October and early November. ‘Amazon India said it has over 50,000 Amazon Easy storesacross the country, which provides assisted shopping for ‘newtoe-commerce' customers. Under this model, Amazon works with several network partnersacross ndiaand trains’ store owners to help customers find and buy products from| ‘Amazon in, while enabling ad- ditional revenue streams foren- ‘repreneurs and businesses.pen LCym_tecoflest LIC ULIEOPepsodent_ NY Guci@eorOeion OgginiOes+ Gpeene 8Ger BSqCaULL Cumin 2L6r Goi yoru opudiegs Algsaene Dis “cunttpor Heyssi BGs. 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