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Ananya Seeds. “A Saga of Empowering Indian Farmers Through High Quality Seeds”. Successful Hand-holding, Mentoring, Coaching and Incubation by Indian Agricultural Research Institute, New Delhi. Vision and Mission. Vision:
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Ananya Seeds “A Saga of Empowering Indian Farmers Through High Quality Seeds” Successful Hand-holding, Mentoring, Coaching and Incubation by Indian Agricultural Research Institute, New Delhi
Vision and Mission Vision: “A dynamic, innovative, internationally competitive, research based seed industry producing high performance, high quality seeds and planting materials to benefit farmers for sustainable Food Security”. Mission: • Multifold increase in the income of Farmers. • Crop wise target of increasing SRR by appropriate strategy • Make Seed industry higher investment friendly and research oriented • Develop PPP model for the larger benefit of farmers • Taking skill development at revolutionary scale • Awareness campaign for farmers to choose right seeds with right price • Community Seed banks and Seed Village Program to be encouraged • Revival of Agricultural Extension Service throughout country • Market linkage with every crop production system • Seed Crop Insurance using weather linked assessments
Preamble “Subeejam sukshetre jayate sampaddyate” means good quality seeds, if planted in good field, yields in plenty. Seed is the most important input of agriculture and important tool to feed growing population. Seed is the vehicle to bring benefits of biotechnological and genetic engineering researches to farm sector. Seed contains hope, prosperity and future for the human being. In coming future all nations will try their best to acquire best seeds through biotechnological research, genetic manipulations and patenting. Indian seed industry comprise of 70% of seeds as saved seeds used by farmers themselves and remaining 30% is occupied by marketed seeds. The size of branded seed market is increasing at good rate and is expected to increase further as farmer will become aware of importance of good quality seeds. The trend is also converting demand of open pollinated seeds into hybrid seeds for better yield, features and added value. It is obvious that immense opportunity exists due to increasing demand for branded seeds by Indian farmers. There is humungous opportunity of creating seed ventures because of need of converting unorganized sector into organized sector. We have to increase productivity and at least double food production with declining land and water availability. Newer production techniques and technologies suited to Indian agriculture and in seed development that would ensure good yield even under constraints of water and land. Newer technologies including biotechnology required for food and nutritional security. The most important factor is very low yield, thanks to lack of access to technical advancements and inability to pay for high quality agro inputs. The low yield leaves a farmer with low marketable surplus, low price realization and subsequently low purchasing power. This low purchasing power compels him to go for expensive credit dealers combined with low quality inputs, which is prevalent with small land holdings. The farmer relies on dealer’s information and sub optimal use of inputs which ultimately results into crop losses due to inadequate defense against weeds, pests and diseases. We all should know that only Farmer can produce food by his untiring efforts but in current scenario he is looking for input, farm management skills, buy back arrangement of produce, finance and crop insurance. He wants quality inputs like seed, pesticides, fertilizer, bio fertilizer implements. The farm management requirement includes latest knowledge of farming technology and latest skills for optimum yield from the field. Buy back of produce is one of the major areas where intervention is required as due to lack of the same, farmer is unable to get right price for his produce. There is also demand and supply factor due to which largest section of farmers is at loss. To purchase inputs and investment in farming management, farmers always need low rate interest credit but due to lack of proper organizational support he is compelled to take loan from local money lenders. Insurance is the latest development in farming sector which promise to give coverage to farmer and his crop. In case of crop is damaged partially or fully, due to unpredictable weather conditions, crop insurance can play major role in helping farmer in his bad days. Farmers are gradually shifting from low value crops to high value crops. Despite the small holdings most of the farmers with access to the market and adequate irrigation facility have been opting for a shift in production from low value food-grains to high value commercial crops particularly vegetables and pulses. On the other hand, the pattern of vegetables consumption in the country is constantly changing with increasing health consciousness.
Perspective of Seed Industry: • The seed companies are having new strategies to incorporate various changes to adjust to consumer behavior trends in order to remain competitive. In this sense, seed companies have taken a leading role in the segmentation process of the main vegetable crops and they are continuously launching conventional as well as unconventional products with higher yield and desirable features. The major change in the new scenario of the national vegetable seed sector implemented by multinational companies was the conversion of open-pollinated seed market, low market value, for hybrid cultivars. If we examine the market composition we see that still Farm saved seeds are 70% and Commercial seeds 30%, Of the commercial sector: private 75% and public 25% ( by volume), Of the private sector: organised is 60 % (with research capabilities) and the small sector/largely unorganised is 40% ( no research). • Our Objective of working with Resource Poor Farmers: Currently, the priorities of multinational vegetable seed sector operating in country involves species whose markets have been converted to F1 hybrids, not just for the value of the seeds, but to ensure the intellectual property rights. However, this situation from another perspective can give rise to a great opportunity for public institutions and national seed companies intensify their efforts in research and development (R&D) focused on the selection of new cultivars and seed production technology for tropical and subtropical conditions. Rapid and uniform establishment in vegetable crop production in the field is critical to achieve an adequate stand and guarantee productivity and quality of the product. The demand for high quality products, the growing use of new varieties of open pollinated or hybrid in various vegetables has been observed in recent years. The use of hybrid seeds, for example, generally enables farmers to achieve higher productivity, uniformity, and superior quality product. Seed companies offer new cultivars, genetically superior, and with many advantages, and have also provided some seed treatments (seed enhancements). • Community Seed Bank- It’s important to conserve the traditional varieties of various farming communities. We should work hard to start projects like Community Seed Banks in various localities. We should involve farmers, panchayats, NGOs as its stake holders. It can ensure the storage and continuity of traditional seeds which otherwise may be lost in the process due to neglect. We can also apply various traditional knowledge and practices of farmers to store and conserve seeds of great economical and nutritional importance. • Seed Village Program- We can develop a mechanism to produce seeds by our own farmers under seed village model. Through seed village concept many problems of seed industry and seed production, like isolation problem, supervision, transportation and infrastructure related problems can be solved. Majority of farmers can come together and decide to organize seed production programs to meet their own requirements. The excess quantity of seeds can be traded outside the group for monetary gains. Even the group can approach big seed companies for the access of larger seed production programs. The collective bargaining, production, quality management, logistics, better prices, assured lifting are the benefits of this concept.
National OutLook • Seed Exports: There is humungous opportunity for exporting seeds produced in India like corn, paddy, sunflower, millets, cabbage, onion, carrot, beans, cauliflower, radish, peas etc. There is also scope of custom seed production which is organized by seed companies from the stock seed supplied from a foreign company. There is buy back arrangement and target is fixed with particular company and companies on the other hand organize seed production with Indian farmers. This venture can be quite profitable because of higher price. This way we can earn foreign exchange by exporting seeds and extra benefits will reach to farmers. • Import substitution: Presently many seed companies are importing seeds of peas, squash, hybrid cabbage, hybrid cauliflower, hybrid radish, hybrid carrot, slow bolting coriander, capsicum and hot pepper. Most of these seeds are produced in other countries in temperate conditions. This is because at present seed production activity is not well developed in temperate regions of India and also because of small land holdings and subsistence farming. Companies which are developing new hybrids in these crops in India send stock seeds in other temperate countries for seed production. However, if seed production can be done in India, we can substitute these imports of seeds and ultimately this state can save foreign exchange of the country. The only thing is we have to develop infrastructure and encourage our farmers and seed companies to undertake seed production activities in the state by providing them certain desirable facilities. • Employment Generation: Seed industry can bring huge employment opportunities for rural people by way of engaging in seed production, quality supervision, processing, packing and marketing. We can transform the life of farmers with small training and development and make them highly skilled for seed production activity. There is an increasing trend among farmers shifting towards high value crop like vegetable crops which can be possible only with the use of high quality seeds. Through sectoral skill council, we can train rural youth in various trades of seed industry and can make them part of Skill India campaign.
Trends and Developments • Increasing demand for food needs. The growth in the world population and the evolution of food habits towards increased consumption of luxury foods, vegetables and fruits are leading to a significant increase in the need for agricultural raw materials including quality seeds. By the year 2050, global food production will therefore need to be increased by 70% in order to feed more than 8 billion people and thus meet the needs of the world’s growing population. • Growing use of commercial seeds. Farmers are using commercial seeds than own seeds, and their use can considerably improve crop yields. Slow erosion of arable land on a world scale, because of urbanization, desertification and the overall deterioration in soil quality will further boost demand for commercial seeds. Crops like hybrid rice, hybrid corn and hybrid vegetable seeds will contribute to future growth. • Industrial agriculture and farm mechanization to open new markets. Commercial seeds provide the guarantee of raw material production perfectly adapted to industrial quality specifications. Mechanization will further help in cutting down on cultivation costs and ensures timely harvest. Precision agriculture like growing green-house vegetables will also open up new markets. This being a huge untapped market, central and state governments are already working on these lines. • Seed market to be driven globally and locally by GM seeds*. Firstly, technology for GM seeds has become indispensable in several areas of the world, with the market growing fast in volume. GM seeds occupied more than 50% of the global commercial seed market. Secondly, the area under cultivation of field crops like Bt cotton, hybrid maize, hybrid rice, hybrid bajra, hybrid wheat etc. are steadily increasing every year because of increase in seed replacement rate and conversion to hybrids from regular varieties. Thirdly, due to higher returns, farmers are preferring hybrid seeds over the regular ones. • Impact of Seed industry on the Economy: By developing seed industry we can increase income and purchasing power of seed growers. We can also generate employment in the state and make betterment of agriculture. This will boost their related economic activities. The betterment of agriculture will certainly improve sentiments of other industries. High productivity agriculture requires optimum level of inputs. Seed is the most important input as it determines maximum potential yield. Improved high yielding genetics and high quality seed will increase productivity
Background of Chief Promoter: Dr. L.K. Pandey is the Managing Director of Ananya Seeds Private Limited, an emerging seed company with vast experience of more than twenty-five years in variegated roles such as Hybrid Seed Production, Quality Management, Export-Import, Sales and Marketing, Supply Chain Management, Business Development, Liaising, Government Subsidy Business, Training and Development of seed professionals, New Business Opportunities etc. His contribution in development of Indian Seeds Industry across the country is well known. He also enriched the seed industry by bringing very rich knowledge from global seed industry. He is known for working towards global food security and empowering the farming community through high quality seeds. He has served as Head of seed production as well as sales and marketing in the leading seed company of India. He passionately works at grass-root level to increase the farm productivity. His current passion is to mentor and coach young agri-professionals and start-up businesses. Being an active member in various industry associations, he keeps participating and contributing in several national and international conferences and meetings. He is also associated with various business management institutes, international organizations, and agricultural universities as resource person and mentor. His venture, Ananya Seeds has won several awards such as AIMA-Dr.J.S.Juneja award, CII industrial innovation award, 2015 and awards from RMAI (Flame Asia Award), IARI, HAU-Hisar and Pantnagar University. He has been recognized as 50 most influential Rural Marketing Professional and RMAI’s Rural marketing Leadership award, 2017. Dr. Pandey strongly believes that much need to be done at policy and execution level to make agriculture as sustainable profession to feed the global population. The agriculture needs our honest approach towards making it profitable, cash generating with suitable risk cover using modern technological advancements. We all need to search a solution to stop the irreversible exodus of farm sector rural youth towards metro cities.
Dr.L.K. Pandey, Managing Director (MD): He oversees Company’s R&D, quality control, production, Export-Import and sales & marketing. He holds a Doctorate in Botany. Before founding Ananya Seeds, Dr.L.K. Pandey worked for 27 years in the seed Industry at senior management positions in leading seed companies. He has experience and capability to handle large size of organization and big teams of professionals. His experience across various functions, across industry and across geographies (domestic and global) enables him to lead the organization from the front. He has been awarded with many awards, like Most Influential Rural Marketing Professional Award 2017 and Leadership Award, 2017. Mr. Salil Srivastava, Chief Executive Officer: Salil holds a bachelor’s degree in agriculture from AAI, Naini and has done his MBA from IGNOU. He oversees sales, marketing, accounts, plant operations and administration activities. Before founding Ananya Seeds, Salil worked for 14 years in seeds and related agriculture space. He has excellent managerial skills required for execution excellence. Rakesh Kumar- Associate Director is an agriculture graduate from RAU, Bikaner with 22 years experience in hard core seed marketing is now responsible for the sales and marketing activities in Eastern Zone. He has been involed in developing seed markets of eastern zone in various seed companies like Sungro and Nuziveedu seeds. Kamal Singh Rana-Director, is an agriculture graduate form GBPUAT, Pantnagar having experience of 21 years in the seed industry. He has experience of working in seed production and marketing in Mahyco group company as well as Krishidhan and Nirmal seeds. He is responsible for managing seed production and institutional sales. He has excellent managerial and inter-personal skills to handle large size farmers engaged in bulk seed production.
Research and Development Strategy: R&D activities include germplasm evaluation, line development, hybridization, maintenance of parent seeds, multiplication of parent seeds and evaluation of hybrids. The R&D infrastructure includes well-equipped green house facilities, bio-technology laboratory and a germplasm bank. The Company’s primary R&D facility, located in Ambala, Haryana, is spread over 20 acres of Company-owned land. The Company also carries out R&D activities on two leasehold farm lands of 4 acres each, located in Pantnagar, Aurangabad and Ranebennure (Karnataka). The Company is ISO 9001:2008 certified for R&D, seed production, seed conditioning and for sale of field as well vegetable crop seeds. Ananya Seeds has a world-class sophisticated modern seed processing, R&D conditioning and storage unit/ware house at Ambala. Ananya Seeds believes that R&D is the backbone of organization by producing superior products and maintaining market leadership. It believes in continuous perfection and delivery to the changing needs of the farmers and as per consumer preference. Upgrading technological skills and new innovations have been in the forefront of the research department. A well experienced and qualified research team has made it possible for us to breed the product in agricultural crops especially vegetables like tomato, brinjal, hot pepper, bottle gourd, sponge gourd, bitter gourd, cauliflower, okra, radish, carrot etc. Ananya has a good germplasm/ genetic base to ensure success in its breeding programs. Breeders with proven track record and vast breeding experience are the part of Ananya seed team and have participated in various International and National workshops/ conferences/ seminars/ symposium/ meetings in various part of the country. Breeders work consistently in utilizing new germplasm and modern technologies for developing hybrids in different crops which possess higher yielding ability along with nutritional traits as well as resistance to biotic and abiotic stresses. Ananya seeds undertakes its research at different research farms across different agro climatic zones such as Ambala, Pantnagar, Bangalore and Orissa etc for the purpose of breeding and multi-location testing. However, the main research activities are at Ambala. As a result of R&D activities, 4 products (cauliflower hybrid: Madhyama – mid group; and Starlite - early group, radish hybrid - A-33, and carrot variety - Noorie) have been derived and has been transferred to production, quality assurance and marketing groups for commercialization in 2015-16. Along with this, there are 11 ongoing time bound research projects related to different scopes like, (1) Development of hybrids for desirable features in various crops (cauliflower, carrot, radish, bottle gourd, sponge gourd and okra, (2) Development and maintenance of breeder seed and evaluating seed production techniques in targeted crops and (3) Characterization, evaluation and conservation of germplasm for desirable morphological features and resistance to major insect pests). In addition to ongoing research project, four projects have been formulated for futures which will be started in financial year of 2017-18. The future projects are scoped for the development of hybrids for desirable features in various crops (Brinjal, Tomato, Hot pepper and Bitter gourd). Methodologies for all the projects (ongoing as well as future) are based on plant breeding techniques utilizing heterosis for hybrid development. The purpose of all the programme is to transfer the developed technology (products), derived from this research, to marketing groups for trial purpose and after trailing , product will be transferred to production, quality assurance and sales groups for commercialization of the product.
Background of Ananya Seeds: Ananya Seeds Pvt Ltd was registered at Bangalore on 14th November, 2011 and is owned by first generation techno-commercial entrepreneurs in the leadership of Dr.L.K.Pandey having three decades of experience in seed industry. The company is managed day to day by its CEO, Mr Salil Kumar Srivastava. Its processing and packing unit is based in Ambala (Haryana) for processing, storage, treatment and packing of seeds. The Research Farms of Ananya Seeds are at Ambala, Bangalore and Pantnagar for Breeding, Testing, Trials and Product Selection. Ananya Seeds Pvt Ltd aims to become a leader in the Indian Seed Industry through research and marketing of scientifically produced high quality seeds. The company has opened marketing branches in Delhi, Patna, Jaipur, Agra, Siliguri, Kolkata, Lucknow, Bangalore and opening few more in other potential states. The company is conducting trials and demonstration of selected products and will increase the activity Pan India in coming years. The company is focused in seed business of vegetables like Okra, Gourds, Melons, Cucumbers, Eggplant, Tomato, Peppers, Carrot, Cabbage, Cauliflower, Radish, and selected field crops like Paddy, Wheat, Corn, Forage Sorghum, Mustard/ Rapeseed, etc. The Company has excelled in developing products as per the requirements of the farming community. Ananya Seeds has been successful in developing seeds of field crops and vegetable crops. All products of the Company are sold under the brand name ‘Ananya Seeds’. Diversified Customer Base - The Company has a large network of distributors and agents. The Company has more than 150 distributors and 10,000 dealers spread across various states of the country. The Company has a concentrated presence in North and Eastern part of India where about 87% of dealers and 45% of distributors are present. Farmers are the ultimate customers. However, majority of the sales are made through distributors and preferential dealers. A few prospective farmers, who access the Company’s website, buy directly from the Company. Since Ananya Seeds has a diversified network of distributors and dealers, Ananya Seeds is not dependent on any single customer for its sales. None of the customers of Ananya Seeds account for more than 2% of its total turnover.
Quality Principles Q u a l i t y O b j e c t i v e Ananya Seeds Private Limited shall provide its Products and Services with Right Quality at Right Price, at Right Time and Right Place to bring Customers Delight, Employee Motivation, Corporate Social Responsibility, Shareholders’ Value and Corporate Governance. Q u a l i t y P o l i c y • Understanding Customers Needs and developing products using molecular and conventional breeding. • We shall collectively work towards serving our customers/Farmers in best way. • Our products and services shall be made ‘Farmers First choice’ through the team work. • There shall not be any compromise on quality of products in any circumstances. • Organization shall always follow Transparency and rules of Corporate Governance. • Organization shall have enough flexibility to change with changing business environment. • Top Management shall always promote culture of Excellence and healthy competition internally and externally. • We shall encourage all employees to make it Learning organization where every individual shall be provided opportunities to learn, develop and grow. • We shall have fair reward and recognition practices to bring excellence in the organization. • We shall maximize value to Shareholders resources. • The Corporate Social Responsibility shall be embedded in our DNA therefore every action shall be influenced by CSR. • Through direction and support, each employee will have a proper understanding of the importance of the Quality System function, their responsibility to contribute to its effectiveness, and its direct relevance to the success of the Organization. • The Management Team will show leadership and commitment, and bear the responsibility for establishing, implementing, integrating and maintaining the Quality Management System. • The Quality System will be monitored, measured, evaluated and enhanced regularly under the Top Management’s ultimate responsibility, with regular reporting and communication of the status and effectiveness at all levels. • We shall always be prepared to serve the nation with our abilities and resources. (Dr.L.K. Pandey), Managing Director Ananya Seeds Private Limited
Impacts: Ripple in the Ocean • We are also planning to sign MOU, for exchange of germplasm of different segment for all the targeted crops (Cauliflower, Okra, Bitter Gourd, Bottle Gourd, Sponge Gourd, Tomato, Hot pepper, Brinjal, etc.) with Indian Institute of Horticulture Research (IIHR), Bangalore; Indian Institute of Vegetable research (IIVR), Varanasi; Indian Agriculture Research Institute (IARI), New Delhi, NBPGR, New Delhi and World Vegetable Center (AVRDC), Taiwan. We have already signed MOUs, for different products in various crops, with Indian Agriculture Research Institute, New Delhi. In addition to all of these activities, we are also having a transfer technology project entitled “Pilot research project for tomato Production in Ghana (West Africa)” funded by Ministry of External Affairs, Government of India and National Research Development Corporation (NRDC), New Delhi. • Social Impact: It has 120 products from 35 crops of important vegetables and field crops. More than 100 technically skilled direct employees are working. We have engaged approximately 500 progressive seed producers and organizers produce and supply high quality seeds under company’s technical supervision. Approximately 150 distributors and 12000 dealers/retailers are proudly selling Ananya brand products to estimated 3 lacs farmers. We also estimate that around 5 lacs acres’ area is sown with Ananya seeds by farmers. The new research hybrids and varieties released by IARI are being popularized by Ananya Seeds. We have signed the MoU with IARI to popularize its varieties among farmers of remotely located Tribal and backward villages. The purpose is to help them in attaining nutritional security, economic upliftment and agricultural sustainability. It has also signed MoU with Agricultural Skill Council of India for imparting training and partnering with Skill India Movement. • Overseas Projects: The Ministry of External Affairs (MEA) and National Research Development Corporation awarded a project of Technology Transfer for Tomato crop production in Ghana (West Africa) along with seed supply. The team of Ananya Seeds is doing this prestigious pilot project to develop a package of practices to promote crop production of Tomatoes under open field as well as under protected condition. The company will also train farmers of Ghana to undertake seed production of Tomato to meet their own requirements. The Ananya Team always looks upbeat and confident to achieve their ultimate goal to serve the farm sector.
Current reach Ananya Seed’s Social impact
Incubation Facility: Mentoring, Coaching, Hand Holding • Ananya Seeds signed MoUwith IARI, New Delhi for Incubation facilities at ZTM-BPD Unit. It completed 3 years of its business activities from start up to scale up the business. We received technological and research support a and when needed. It also signed various MoUs with IARI, New Delhi for licensing of new research hybrids and varieties developed and released. We also received various training, development, networking for fund raising. • *Salient Features of the technology transfer / licensing agreement- MoU with IARI, New Delhi to access Breeder Seeds of IARI varieties on License fees and Royalty payment basis. The agreement is valid for 5 years for each variety. Under this MoU, IARI will supply us Breeder seeds for 5 years and also provide technical support to maintain the quality. • *Patent status of the product/process/service- PPVFRA registered varieties by IARI, New Delhi. These seeds use licenses are provided on non-exclusive basis. However, through our efforts we can disseminate to very large scale customers. We, however apply for registration under PPV&FRA regulation any variety or hybrid developed by us.
Marketing and Sales • As per Yes Bank report, India’s seed market size was INR 180 billion in 2013-14. The Indian seed market is poised to grow at a CAGR of 17% CRISIL, a rating agency, believes that the Indian seed industry is still at a nascent stage. The growing demand for agricultural products, driven by the ever-increasing population and pressure on land, could result in the rapid growth of hybrid varieties in the coming decades. This coupled with export opportunities and favourable legislations, can take this industry to fresh heights. • Competitive Advantage:Ananya Seeds is a company managed by professionals having more than 20 years’ experience in the seed industry with a growing market position in a sector expected to deliver increasing growth over the next few years. It works closely with farmers at ground level to understand their needs and generate more demand. The same is delivered through developmental approach. Our people are directly connected with farmers and keep demonstrating the real value of products. • *Indigenous aspects, specific features-Ananya Varieties being indigenous are more suitable to Indian climate. Thousands of germplasm of different varieties of crops Diversified product portfolio with wide range of products- 30 field and vegetable crops with 120 varieties/Hybrids which are adaptable to different agro climatic conditions all across the country; Well versed technical and experienced manpower to provide after sales service to farmers; Ever-expanding distributor (150) and dealers (12000) network covering various states. High focus on R&D programs. State-of-the-art production, processing, packing and quality testing infrastructure. • The Company offers booking schemes/coupons for buying its products five months before the start of the crop season. The Company organizes product development programs by visiting fields in potential markets to generate demand and also conducts publicity programs like jeep campaigning, media ads, bus ads etc. The Company is a part of several national and state level trade associations and often participates in exhibitions conducted by them and other bodies where it showcases its products. • The Company on a need basis hires additional marketing personnel who are mostly Agri-graduates for sales promotion. These marketing personnel are known as ASPs (Ananya Sales Promoters) and are engaged in addition to regular marketing staff. New distributors/ dealers are identified by marketing personnel based on their standing in the market, products dealt with, financial strength and experience. Further screening is done by the regional manager and finalization is done by the CEO. Formal agreements exist between Ananya Seeds and its distributors/dealers setting out all the terms and conditions. The Company obtains security deposits and blank signed cheques from its distributors/dealers. Through a large scale marketing by distributors and dealers, the products get established in the market by virtue of their quality and unique selling propositions. • Marketing officers obtain orders from the distributors/dealers and pass them on to the seed plant office, which fulfil orders once they are approved by marketing managers and directors. Orders once approved, are executed within 3-4 days.
Seeds at Right Place • Supply Chain Network Based on the marketing plan for the ensuing year, Ananya Seeds makes agreements with organizers/ seed growers for procurement of the desired quantities of seeds at agreed prices. Organizers in turn engage individual farmers to produce the required seeds using the foundation seeds supplied by Ananya Seeds. At any given point in time the Company has about 15 organizers who engage and supervise cultivation of seeds by around 1500 farmers. We also have directly engaged seed producing farmers who are supervised by our seed production/ quality control officers based at various production centres. 25% of the payments for supplies are made in advance. The next tranche of 25% is made when seeds are procured. The balance 50% is paid after testing for germination, purity and other tests. • Distribution network and trained workforce The Company has obtained seed licenses in Haryana, Punjab, Uttar Pradesh, Rajasthan, Gujarat, Delhi and Madhya Pradesh. With a well-established network of approximately 150 distributors and 12000 dealers, the Company’s products were sold across all India in FY16. The geographies that Ananya Seeds is presently covering, accounts for 60% of the Indian market. Ananya Seeds’ FY16 sales being less than 0.3% of the total Indian market, Ananya Seeds has significant potential to grow in the future. The Company also sells its seeds directly to farmers and provides them with after-sales technical know-how through its well-trained workforce. This helps the farmers utilise the seeds efficiently for an improved yield. Ananya Seeds has highly qualified and competent plant breeders working rigorously utilizing new germplasm and modern technologies to develop hybrids of different crops which possess high resistance to pests and diseases, have wider adaptability and higher yields. Ananya Seeds procures germplasms from various government institutions such as Directorate of Rice Research, IARI, IRRI, GBPUAT-Pantnagar, IIVR-Varanasi etc.
Global Footprints through Collaborations • Collaboration with Public Research Institution in India: Access to New Technology-Collaborations and MoU with IARI, New Delhi, GBPUAT, Pantnagar, IIVR, Varanasi and IRRI, Phillipines, CIMMYT, Mexico are very opportune and timely to add strength in the company. It will add muscle power in the company and will enable it to bring out newer and very effective products. And all these will come investing huge amount of fund in creating R&D infrastructure. • Collaboration with Koregon Seeds, Korea: Access to world class Quality Seeds- this company is one of the leading companies of Korea and have been showing interest in collaborating with Ananya Seeds. Both companies see mutual benefit out of this relationship. The company will get advanced products in Watermelon, Cucumber, Cabbage, Radish etc. The Koregon Seeds has agreed to provide all technological support to Ananya Seeds. Both companies will carry out breeding and screening program in India and Korea and select best products for local farmers. The product selected will be given to Ananya seeds with exclusive marketing rights in India. • International Footprints: Ananya seeds has made its presence felt in other countries like Pakistan, Bangladesh, Nepal, Afghanistan, China, Bhutan, Korea, Saudi Arabia, UAE and West Africa. In year 2016, National Research and Development Corporation has awarded a project on “Technology Transfer for Tomato Cultivation in Ghana (West Africa). The project is going very well as per the plan and we expect that it will take Ananya seeds in the league of Global Companies. Its in discussnn with Mauritius government to establish its marketing, research and production station to promote bilaterall relations as well promote farming as sustainable profession. • Recognitions: The Company received Best Stall/ Exhibition award in PusaKrishiMela and PantnagarKisanMela 2015. It has been Judged Best Manufacturing Start up Company in CII Industrial Innovation Award, 2015 and also as Top Ten Promising Start Ups. The Rural Marketing Association of India (RMAI) awarded Flame Award Asia, 2016 and 2017 for promoting vegetable cultivation among farmers. It also awarded its MD with Flame Leadership Award. The company has also been chosen for Dr.J.S.Juneja award for Innovation and Creativity for MSMEs by AIMA-New Delhi. The company has also been recognized as top 10 most inovative brands of Asia in a program organized at Hongkong.
A Pilot research project is nearing completion by June ,2017 in Ghana, supported by Indian government.
Infrastructure • *Testing Facilities and Quality Assurance for the Product- In house Quality Testing and Seed Health Lab facilities is the core strength of Ananya Seeds which has a well equipped Quality lab to do all necessary quality testing at our own centre. We take care of quality at all stage of seed from production to dispatch. During the production programme, our production teams supervise the entire field and take all precautionary steps (like rouging, etc.) to avoid the contamination. At the time of receiving the material at warehouse in Ambala, QA person draw a random and representative sample and put the sample for moisture testing with the moisture meter. After checking the moisture, if material moisture is under the range, it is accepted for intake; however, if the moisture is above the range, material is kept for drying till it reaches at the appropriate moisture. After moisture testing, material will be submitted for processing and further sample is randomly drawn from processed material. And this sample is submitted for physical purity analysis, grow out test (field test) and germination test (using germinator). Physical purity analysis was being used by illuminated physical purity analysis board. For GOT and Germination, we conduct testing after proper counting of the seed using seed counter. After recommended ambient conditions and duration, samples are checked and finally report is submitted to the concerned. • Equipment and Supplies Major equipment of the Company includes 8 tons processing lines, 4-ton seed treater and dryer, automatic weighing and packing machine and 3 online printing machines. The 8 MT capacity processing lines were upgraded in the year 2014-15. Matching with processing and grading facility we have packing facility. Now we have Fine Cleaner, Gravity separator, de-stoner, automatic packing line with Tin and Pouch sealing machines sufficient for 8MT processing, grading and packing. The work force at shop floor is fully trained and skilled to carry on best quality processing, packing and grading. The Company also owns LCVs for transport of materials, 10 cars/SUVs for marketing and operating personnel and two-wheelers for marketing staff.
CIMMYT is our future partner for Biofortified Wheat and Maize Lines
IRRI has shared Stress Tolerant Rice varieties with Ananya Seeds for Trial, Demonstration and Dissemination
Future Growth Drivers • Value crops: Vegetable Seeds Basket- The seed business of cole crops like Radish, cabbage, cauliflower, beetroot, hot pepper, Tomatoes, Brinjals, Okra, Melons, Cucumbers, Leafy Vegetables etc. has huge demand across India. The Company started selling cole crop seeds from the beginning and has created its brand across the markets. Now its Okra, carrot, cucumber, melons, watermelons, Gourds, Pumpkins, beans, Brinjal, tomatoes and hot peppers are farmers’ favourite products. • Selected Field Crops to cover the mass farming community-We have incorporated certain very important field crops also to cater the demand of our loyal customers who have tasted our brand products. This includes Wheat, Hybrid Rice, Stress Specific Rice, Value added Mustard, Pulses. All these products carry certain specific trait value and address pain points of farmers. We have entered MoU with IARI, New Delhi, IRRI, Phillipines, CIMMYT, Mexico for the access of high quality research seed products in Rice, Wheat, Maize, Mustard and Rapeseeds. We also have interest to promote Pulses and several underutilized crops to add value to the life of farmers and end customers. • Specialty Product Portfolio (Fodder Seeds Portfolio) looking into the growing Dairy industry across the country and ventures coming up in private as well as public sector organizations, we are creating a distinct and specialty product portfolio in Fodder seeds. We promise our customers to deliver good quality seeds of seasonal fodder seeds round the year. • Increasing demand in the food and beverages sector-The food and beverages sector is expected to grow in the range of 15-20% annually. Some segments like health foods, ready-to-eat, ready to cook and breakfast cereals are expected to grow at an annual rate of more than 25%. This would lead to a spurt in demand for seeds of different kind of crops. Many novelty food crops are being developed like biofortified wheat, rice and maize to provide better nutrition to consumers. • Quality Seed producer at reasonable Cost: Ananya Seeds has proved itself as very competent company with huge capability to produce excellent quality of seeds in desired quantity. Several frontline seed companies are more than happy to give advance production/ supply order with agreement. The assured quality, quantity, confidentiality and timely availability are the USP of Ananya Seeds Team. We regularly provide progress report to our co-operators using IT tools and gadgets.
MD of Ananya Seeds at IIM-Lucknow Noida campus as Guest of Honour in a programme on Social Entrepreneurship
Award for Best Stall in Pusa Unnat Krishi Mela at Pusa Mela Ground, New Delhi 2015 and 2017
