The PUMBA Gazette June Edition

8/14/2019 The PUMBA Gazette June Edition

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THE EDITORIAL

Address,

Today, with the fast pace of life affecting the general heath ofndividuals, people in India are becoming increasingly aware ofnatural ways to good health. In order to maintain a healthydigestive system it is essential we consume the good-for-youood, but this time its all about food that contains live micro-

organisms. Probiotics are the latest in category of good-for you

ood.

The worldwide market for probiotics is ripening fast. However, inndia, the market has just been conceived. The awareness of

probiotics amongst the masses is still moving at the slower pace.n light of this, we have decided to take up the Indian Probiotic

market as the subject of matter for this issue.

An intensive study has been done by the students of PUMBA indetermining the awareness of probiotics in the Indian Market.

We also bring to you an exclusive Interview with Mr.VishwajitChauhan of GCMMF Ltd, highlighting on current market scenarioof Probiotic Industry

We also present to you one of the 12 part series of notable CSRnitiatives. The article titled Back to Society this time covers thenitiative by PANACEA BIOTEC Ltd.

n BT News section, we bring to you the latest developments inhe Probiotic Sector.

n addition, a Section to keep you updated on happenings inPUMBA has been included.

Your feedbacks and suggestions are welcome at

[email protected]

To learn to read is to light a fire; every syllable that isspelled out is a spark.

Victor Hugo

Sincerely yours,

Chief Editor: Ms.Prachi Waral (MBA BT)

The PUMBA Gazette team

The detailed project report shall be provided on enquiry, kindly

send in your enquiries at [email protected])

CONTENTS:

Cover Story

- Are we pro for Probiotics?...........................3

Back to Society

--CSR Initiative by PANACEA BIOTEC LTD4.

BT News

--The Pro-Straw5

--The Mega Food Park6

Candid Talk

--Interview with Mr.Vishwajit Chauhan- AMUL. 7

PUMBA News

--The Beginning8
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ARE WE PRO FOR PROBIOTICS???

n todays hectic lifestyles, a large number of people are becominghealth conscious and realizing the importance of a healthy dietwith high nutrition content. Due to this, an increasing trend hadbeen seen in the use of Probiotic products.

Probiotics is a relatively new segment of the Indian food industryand the market in India is in its early stages. The major players in

his market include Amul, Mother Dairy, Nestle and Yakult. Theproducts available include innovative probiotic drinks, ice creams,curd and sweeteners.

n order to understand the potential of Probiotics in Tier cities, thePUMBA Gazette Team conducted a survey to study theawareness and usage of Probiotics in Pune region. The surveysample included consumers as well as retailers.

Of the surveyed sample, 45% of the consumers were unaware ofprobiotics. Also about 34% of the sample surveyed were aware ofprobiotics but did not use them. The major reason for this wasconfusion about the benefits of probiotics in the minds of thepeople. Availability was also found to be a factor for limited usage.

t was observed that Probiotics are not easily available in a cityike Pune. The survey on retailers revealed that there is a demand

or probiotics but the supply is not in accordance to the demand.

Television was found to be the main source of information aboutprobiotics.

Most of the existing consumers have been using probiotics for thepast 1-2years. In addition, the data collected from consumers andetailers revealed that the use of probiotics has increased in theast couple of years.It was found that Prolife, which is a probiotic sugar free ice

cream, from Amul, is the most popularly, used probiotic food. Thiswas followed by Nutrifit (Mother Dairy) and then Nesvita (Nestle).

About 90% of the consumers were of the opinion that moreawareness should be created and 2/3rd of the existing consumerspreferred probiotics to normal foods mainly due to their nutritionalvalue.

It was seen that there is a good potential for probiotics in a Tier 1city like Pune since around 55% of the sample surveyed wereaware of these products. In addition to this a major chunk of theaware sample, were not using probiotics. Thus, Pune can be avery latent market as far as probiotics are concerned.

Suggestions & Recommendations

In order to explore Tier 1 cities as a market for probiotics:

1) The awareness among the population could be increased viavigorous and educational advertisements by manufacturersthrough: Print media, Electronic media, Internet & Workshops

Television has found to be very influential in increasingpenetration amongst consumers. Hence, this medium should beexploited to the maximum. More number of ads for probioticproducts should be commissioned. Such ads should give specificemphasis on the nutritional and other benefits conferred by thisproduct, as consumers are not aware of the exact benefits.2) Better positioning and display of probiotic products at retail

outlets should be done so that people do not confuse them with

conventional products.

3) Lesser price of products and discounts at regular intervals maybe provided, as most of the consumers were found to be reluctant

to shell out extra money for them.

4) Door to door marketing of the products should be done to

create more awareness. Probiotic products should be made easily

available.

________________________________________________

Compiled By:Dhruva Deshpande, Mariyam, Minal Ambre, Nidhi

Nirmal, Ruchi Bharadwaj, Rutuja Patil, Sarabpreet Bindra,

Snigdha Sinha, Soumya Gupta

Mentor: Mrs. Pratibha Bhide, Faculty (PUMBA)


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BACK TO SOCIETY: A CSR Initiative byPANACEA BIOTEC LTD.

Panacea Biotec has not just made its name to the top biotechcompanies of the nation but has been also working closely towards thedevelopment of society, in line with its philosophy of creating happierand healthier society. Health, education, disaster relief and patientawareness are the areas of priority. Assistance to the tribal sects is notruled out either. Also, the company takes important measures towardssafety regulations and pays attention to the environment. Thecompany, thus, has an integrated approach to uplift the society, bothmedically and socially. It is regularly providing financial assistance/sponsorship for pursuing postgraduates / doctorate studies, attending

International Conferences and carrying out Research Projects invarious Institutes & Universities.

The Company regularly takes initiatives towards fulfilling its corporatesocial responsibility including:

-- Transplant Fortnight: Patient awareness activities spread acrossIndia covering 72 Organ Transplant centres and drawing more than3500 patients. Major emphasis was given on ways and means toimprove the Post-transplant life of transplant recipients.

-- Patient home delivery for Transplant drugs.

-- Donation of life saving drugs to hospitals.

-- Part of their CSR activity also includes creating awareness forHyperphosphatemia by organizing Phosphorous & Calcium screeningcamps.

-- Organization of various renal function detection camps as a part ofthe awareness towards prevention of Chronic Kidney Disease onWorld Kidney Day.

-- Diacar SBU was vigorously involved in spreading awareness andfacilitating detection for diabetes and neuropathic complications ofdiabetes through regular diabetes detection and neuropathy screeninginitiatives.

-- Osteoporosis, estimated to afflict 30% of Indian population not onlyhas a huge morbidity burden but also is a leading cause of death inolder patients due to hip fractures. Early diagnosis of osteoporosis canhelp control the condition largely. The company uses its BMDmachines to conduct highly subsidized tests to measure bone mineraldensity of patients. In last 12 months, Panacea has screened morethan 100,000 patients.

-- On World Piles Day, 20th November, the Company conducted 145Piles detection camps across geographies in India with a view tofacilitate piles detection across all strata of patient population and tobring awareness for piles.

-- It is one of the first Indian companies to successfully run a monthlong Breast Cancer Awareness Program to create awareness onImportance of Early Detection in Breast Cancer.

Doctors Day: Continuing the gesture of showing it isgratitude towards the medical fraternity, the company wishedall the doctors, a happy Doctors Day on 1st July. Messagesof good wishes from the Chairman Mr. Soshil Kumar Jain forthe doctors were released through Newspapers, SMS aswell as FM Radio. The patients were also encouraged to

show their gratitude towards their doctors by wishing themon the occasion. Many doctors responded to the message ofthe Chairman by sending e-mails and SMS. This pioneeringactivity from Panacea Biotec would strengthen therelationship between the doctors and the people at large.

CHINH: During the year under review, the Companycontinued to support CHINH to make a difference in lives ofnomads in foothills of Aravali and began a tradition ofdevelopment that must continue. CHINH is an NGOsinitiative to support Nomadic communities in generatinglivelihood through harnessing their traditional wisdom, artand culture. Dedicated to nomads of India, this initiativesprime focus is helping future generation of nomads in

creating space for them in civil society and encouragingthem to lead a life of dignity.

Muktidhara, an NGO in Rajasthan is lighting the path toliberation by making the wheels halt for those perennially onwheels. Attempts to settle various Indian nomadic tribes andintegrating them with civil communities have borne fruit. Thenext step is to find new means of livelihood for Banjara,Bawaria, Sapera, Bhopa Nat and several other nomadictribes.

Panacea Biotec undertakes all its operations with highconcern for safety, health and environment and is committedto maintaining high standards in these areas. Substantial

investments have been made in setting up EffluentTreatment Plant and in developing a Green Belt at themanufacturing sites at Lalru & Baddi to prevent possibleadverse environmental impact on the community. Thevaccine R&D facility has been created with classifiedlaboratories including BL-3 facility for carrying out certainR&D activities, which require containment. All personnelworking in R&D are vaccinated as per the VaccinationPolicy. Bio-waste is disposed off as per the bio-wastemanagement system. Bio-safety Committee periodicallyreviews all the bio-safety measures in R&D.

The Company has installed Modern Fire Hydrant Systemwith sprinkler system and smoke detection & sensing

devices at its all-major facilities, for an early detection andextinguishing of accidental fire. Regular training is alsoprovided to the Companys employees about the importanceof safety in day-to-day life in general and works in particular.The integration of environment friendly measures andcleaner production practices in the business process hasresulted in better efficiency of operations.

_______________________________________________

Complied By: Ameya Budukh ( MBA-BT Sem III)

Special thanks to Ms. Veenu Kapoor and

Mr. Santosh Singh ( Panacea Biotec)


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Probiotic Straws for GOOD HEALTH

After recently joining forces with the packaging giant TetraPak to introduce its new on-pack probiotic straw on TetraPak aseptic packages, Unistraw has now granted Daniscoworldwide exclusive rights to sell and market itsinternationally-patented straw concept for use withHOWARU premium probiotics. This award-winningconcept from Unistraw will allow consumers to sip aprobiotic daily dose with any of their favourite beverages.

Currently, probiotics are largely restricted to chilledapplications especially dairy products and have a shortshelf life. However, the HOWARU Straws offer aconvenient dry format, ideal for ensuring the delivery of ahighly stable dose of live probiotic bacteria, withoutrequiring chilled storage or distribution. The Unistraw is apatented straw-drinking and delivery technology that adds

flavors, nutrition, energy or fortification through beads(Unibeads). Dry, stable Unibeads are incorporated onfilters at both ends of the straw , these beads thendissolve through liquid passing through the straw,delivering additional probiotics to a consumer along withthe beverage.

Probiotic straws provide a clinical dose to a beverage atthe point of consumption and, in theory, preserve theintegrity of the dormant strains that only becomes activewhen liquid is introduced to the straw. The bacterialcultures responsible for all this are L. reuteri, which are

located inside the straw. Studies have shown L. reuteritobe free from side effects, even when administered indoses widely exceeding the levels normally contained inReuteri products. These bacteria are tasteless andodorless. Each Probiotic Straw contains 100 millionorganisms. Good bacterial levels begin to appear in theintestines within a few days of starting supplements ofthese straws. The straws can be used by any child oradult and can also be used with juice boxes and pouchesbecause of the pointed end that can punch through foil.

BioGaia is another player in probiotic straws. Thecompany has been developing probiotic straws forseveral years but progress has been admittedlyslow with sales at low volumesfor three years in

half a dozen markets. But in the companys Q3results, which saw its operating profit surge 557 percent from 330,000 to 1.84m, a recent deal washighlighted that sees its probiotic-laden strawsbeing used with Nestl childrens products calledBoost Kid Essentials in the US. The price of oneBiostraw is approximately $ 28.99. BioGaia is alsodeveloping a bottle cap that works on a similardelivery principle for the gut health and immunityboosting bacteria.

This new concept opens up new marketing options

for beverage and milk manufacturers who will beable to offer probiotics for long shelf-lifeapplications, thanks to the Probiotic Straws.Danisco has already successfully launched its firstproduct with this technology-

Sipahh, milk-flavoring straws- in over 70 marketsaround the world. Danisco and Unistraw expectTetra Paks Tetra Brik Aseptic cartons to be able tocarry the probiotic straws from mid-2009.

Thus a daily dose of Probiotic Straw will boostimmune system and keep the individual in goodhealth.


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Western Indias first Mega Food Park

The first Mega Food Park in Western India under theMinistry of Food Processing Industries (Govt. of India) Mega

Food Park scheme in the 11th 5-year plan has been given tothe Pune based Chordia Group. The Western Agri FoodPark was inaugurated on February 28, 2009 at the hands ofUnion Minister of State Food processing industries, Govt. ofIndia, Mr. Subodhkant Sahai, along with Union Minister forAgriculture and Food and Civil Supplies Mr. Sharad Pawar.

This food park will be built on 75 acres of land and is locatedat Shirwal in Satara district of Maharashtra. The investmentswill be Rs. 120 crores for the common facilities and willleverage investment of about Rs. 500 crores in processingunits. The Central Government will contribute Rs. 50 crorestowards common facilities in the Mega Food Park.

Apart from Chordia Food Products of the Chordia Group,Western Agri Food Park Private Limited will have Pravin

Masalewale, Akruti City Ltd, Ashoka Builders Nasik Pvt. Ltd.,Poona Dal and Besan Mills as other promoters.

Though Indias agricultural production has grown manifolds,we have been processing only 10% of the food we produceas against the world average of 60%. Thus, the objective ofthe Mega Food Park scheme is to help catalyze the food-processing sector in the country by increasing theprocessing level by at least 8-10%.

The park will have common processing facilitiesfor seasonal fruits & vegetables, washing, sorting& grading facility, storage facility, quality controllab, pre-cooling units, packaging facility, and basicinfrastructure facilities like water treatment plant,ETP, electric sub- station, conference hall, guesthouse etc. The park will also be setting upcollection centers in Pune and Satara district andwill have mobile collection centers for otherlocations. It is expected to generate direct andindirect employment for around 15,000 people.Investors setting-up processing units in the foodpark, have to enter into contracts with farmers.The farmers will supply fruits or vegetables at pre-

determined rates; this will thus assure farmers ofan income and the food processors of rawmaterial.

Hence, a well-expanded and matured food-processing sector in the country will play animportant role to optimize its agricultural produceand lift the farmers economic status.

Compiled By: Tejaswini Lunkad (MBA-BT, Sem III)


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There is no hindrance for the Probioticmarket, rather confusion-Massawareness still LACKING

Mr.Vishwajit Chauhan is working with GCMMF Ltd, (Ice-cream Division) as an Executive (Marketing).

The PUMBA Gazette team exclusively interviewed him on

he Indian Probiotic Market.

Q. In developed countries, probiotics has an eminentpresence. However, these were introduced late in India.What is the current scenario of the probiotic industrywith respect to the Indian market?Ans. Since last 5 to 6 years, several MNCs are said to haveplanned to launch probiotic food products in India, but Amuls the only company to introduce probiotics in a large-scalemanner to every corner of the nation in the form of costeffective and value added products like ice cream, dahi,assi etc. Amul leads probiotic food market in India.

Q. According to a study carried out by MBA students atPUMBA, the consumer perception was found to besceptical about probiotics. What are your views onthis?Ans. Consumers were never sceptical about probiotics.There are several traditional products in India that containprobiotics e.g. butter milk, dahi etc. People consume theseproducts for the goodness of probiotics, but they werenever aware of it. Awareness for probiotics needs to bencreased in India.

Q. Has consumer acceptability hindered the growth ofthe Probiotic Industry? If yes, according to you what

are the solutions?Ans. We have grown by more than 100% in probiotic icecreams, we will continue with this trend as more, and morenumber of consumers are inquiring about probiotics. Theres no hindrance in the market, but rather confusion, as wesaid that mass awareness is still lacking.

Q. Generally it has been observed that prices ofprobiotic products are higher than the normal dairyproducts. According to you, how are these productspositioned in the minds of the consumers?Ans.Some consumers might be willing to pay extra for anynew benefit added to their product, which is true in case of

SEC A class consumers mostly, but we target all segmentsof society for probiotics, so that we can contribute formaking our country healthy. Our products are very costeffective. A 60ml Amul Pro-life Probiotic Chocobar costsRs.12/- to the consumer. Consumers get benefit ofprobiotics only if they take them regularly. As awareness forhealth is increasing day by day, probiotics is in the first lineof the menu.

Q.AMUL is present in the traditional ice-cream segmentalso. How do the marketing strategies differ?Ans. We do not want to limit probiotics to a certain group ofpeople. We want to make it available for everyone. Ourmarketing strategy is to increase awareness of probiotics.

Q. Are there any significant differences in the supplychain of traditional & probiotic dairy products?Ans.No. Both products go through same frozen supplychain.

Q. Which countries does AMUL export its probioticsproducts?Ans. We are exporting probiotic ice creams currently toSingapore, Bahrain, Qatar, UAE etc.

Q. Are there any differences in the packaging of theseproducts?Ans.We have different pack size and design for probioticproducts, so that consumers can notice them immediately.We have created new sub brand Amul Prolife for probioticproducts. Pack size for ice cream cups is 125ml, which wasunique for a long time in our product portfolio when welaunched probiotics in January 2007. The 500ml take awaypack in Prolife ice cream is also unique in design.

Q.Which markets currently look lucrative for probioticproducts?Ans. As awareness of probiotics is high amongst urbanpopulation, we anticipate to get rapid growth in metro citiesinitially.

Q.What is the future prospects of the probiotic industryin India?Ans. Probiotic food products have a vast scope in India.Nowadays, people are shifting from nutritional products tohealthy products to counter the lifestyle diseases occurringdue to stress, strain and changing food habits.

Compiled By: The PUMBA Gazette Interview Team

Special Thanks: Mr.S.P.Singh (Amul), Mr Dhagat (Amul)and Mr.Shashank Kumar


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PUMBA NEWS

The Beginning...

Management is a continuously evolving disciplinebecause of the dynamic nature of business. Withexponential growth in technology and information, ithas become all the more relevant.

An MBA has been traditionally studied as thefunctional specializations of marketing, finance,human resources and operations. However, withchanging environment of doing business,management has acquired a new paradigm and anMBA program customized to suit the varied needs ofhe industry has become necessary. Any new changes viewed, as being against a tradition but MBA inBiotechnology program started by the University ofPune in the year 2002 is not Iconoclastic, it is justahead of its time.

The MBA-biotechnology program initiated by theUniversity of Pune has a student intake of 60 eachyear with students coming majorly from life sciencesbackground.

Candidates are selected based on their scores in anall India entrance examination AIMS Test forManagement Admissions (ATMA) and the combinedGD/PI MarksThe GD/PIs are usually conducted in the 1st week ofJune.

With almost 90% of the admission process of 2009-2011 batches being complete, the students are eitherawaiting their final college commencement dates orhe CAP round result.

MBA Biotech aspirants are enthusiastically awaitingheir college commencement dates.2009-2011 would a PUMBAs Proud 8th MBA-Biotechnology Batch

On the other hand 2009-2011 MBA ++ batch have

wrapped up with their CET Results and the GD/PIs.Admission applications have been pouring in largelyand candidates are waiting to see themselves in theFirst merit list.

Leading with the admission process, is the executiveMBA course that has successfully finished itsadmissions for 2009 batch, and the college for thesame would be commencing from 1st week of July.

With all the admission process for the respectivecourses being in full swing, an air of enthusiasm andexcitement is moving through PUMBA.

The new aspirants are both enthusiastic and nervous

about their new beginning, while the seniors areeagerly waiting for their fellow juniors. The office staffis busy with the hustle bustle of the admin work,putting in their best to maintain the process accurateand transparent, whereas the faculty andmanagement , apart from selecting the best of thecandidates , is also engrossed in keep up pace withthe dynamically changing industry. This pace ismaintained by regularly scrutinizing the coursecurriculum and delivery nothing but the best.

Every year the course is updated to keep up with the

frenetic pace of change. Every year the current batchachieves a new milestone passing on the baton to thenext to continue the journey. Success after all is notephemeral; it is not a destination but a journey, whichis eternal, a process of continuous improvement.

PUMBA would proudly welcome all its new PUMBA-ites, giving them a stage to realize their potential,transforming their dreams to realities, scaling newersummits time and again.

After all, when the summit becomes a base camp,whats our benchmark??

The PUMBA Gazette June Edition

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