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Introduction
In this video, Mr. R. S Sodhi, Managing Director of
Gujarat Co-operative Milk Marketing Federation
Limited (Amul), who build 36 lakh village
entrepreneurs and provided them a sustainable
income of 365 days, discusses:
What are the business opportunities for budding
entrepreneurs in India?
Which business is best for budding entrepreneurs?
Nowadays, entrepreneurs seek for a business
which has the following characteristics:
e It should be sustainable, i.e. a long-term
business.
¢ It has minimum investment.
¢ The market is nearby.
¢ It has less or no ups and downs.
e It has low risk.
Rs 34 - 40 lac Cr., out of which 7-lakh Cr. is in the
dairy sector alone. which 7-lakh crores is dairy
business alone.
In addition, food business can be started at low
investment as well as high investment.
So, the best business to enter is food business.
Classification of Dairy Business:
Dairy business can be divided into two parts based
on production stage:
¢ Milk Production: It comprises milk
nraduatinn aattla hraadina and faadina
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¢ Milk Production: It comprises milk
production, cattle breeding, and feeding.
e Milk Processing & Marketing: It includes
collection of milk, pasteurization, packing,
branding, distribution, and selling.
Milk business can be categorized into two parts
according to geography:-
Milk Business in Rural Areas:-
¢ Cattle Breeding: - Farmers can start
business of breeding good quality cows
and buffaloes that produces high volume
of milk. Farmers can purchase calf for Rs.
3000-4000 and after breeding them for 2
years; can earn up to Rs. 50,000 to 1 lakh
by selling them.
Cattle Feeding:- Farmers can start
business of preparing food for cattle and
sell to farmers or dairy farms having large
number of cattle.
Milk Testing: Business of milk testing
and other related equipment can also be
done at rural level
Milk Business in Urban Areas:
Earlier, people prefer to buy multinational brands in
food and gradually, they start buying national brand
for food because the life-span and quality of these
foods is good.
Now, they want regional and local brand because
they need fresh food.
So, this is an opportunity for local and small
businesses.
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Example:
If you want to open a sweet shop in your city, you
can procure 10,000-liter milk from nearby 20
villages, and after processing, packaging, and
branding it can be established as a local brand in
your area.
How to Build Your Brand in Food Business?
Below is the process to build your brand in food
sector without investing too much capital:-
¢ Identify a product you want to produce
e Use good quality ingredients in
production
e Use latest technology in production,
procurement and processing
e Maintain excellent taste which can retain
customer for longer period
¢ Ensure attractive packaging to allure
customers
e Establish a brand name to market your
product
e Ensure efficient distribution of product or
hire an external distributor
¢ Keep pricing of product keeping in mind
the income level of lower-middle class
customers
First Make Your Product Gully Brand, then Make it
Your City Brand, then State, and then National Brand
Move to next phase of expansion only when you get
20% local market share
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¢ People spend around 20% of their income
on food
¢ Food business will never face any
depression because people need food to
survive
e With the growing Indian population, food
consumption will keeps on increasing
¢ To make a successful business in food,
you should produce affordable products
for lower middle class. It will increase the
volume of your business and profitability.
Increasing Importance of Brand in Food
Earlier very few people used to purchase branded
products, but now as people's income level is
increasing they are moving from unbranded to
branded products.
There is a myth that branded products in food
sector are only sold in cities, but Mr. Sodhi from his
experience at Amul, says, “People in rural areas
have now started using branded products like
butter, cheese, chhanch (buttermilk), lassi etc”.
Food Business for Women Entrepreneurs
Talking about women entrepreneur in India, Mr.
Sodhi suggests, food business is best suited for
women as they can make it at their home with the
help of their children:
¢ Marketing of food products with the
name of women helps brand grow faster
because people have positive perception
towards food made by women
¢ Since women understand food better,
their way of preparing, processing and
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help of their cnildren:
e Marketing of food products with the
name of women helps brand grow faster
because people have positive perception
towards food made by women
¢ Since women understand food better,
their way of preparing, processing and
packaging is somewhat better
¢ Other products like pickles, papad,
snacks are also some of best business
options for women entrepreneurs
Key Learnings:
e Plan how much CAPEX it will be needed
for how many days
¢ Conduct pilot experimentation and
validation
e Design the product according to lower-
middle class customers
« Receive customer's signals and introduce
improvement cycle in product
e Use good ingredients in production and
focus on building good taste
e Use latest technology in processing and
procurement
¢ Ensure attractive packaging and brand
name
e Make your product first local brand then
regional and national
¢ Develop a strong distribution network
¢ Keep pricing according to lower-middle
class customer
* Go to the next phase of expansion after
getting 20% market share
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