Your Partner in Agribusiness

Global Vision
By partnering with farmers on an equitable basis,
Global AgriSystem will position itself as Indias
premier Supply Chain Managers, providing best
quality fresh produce to retailers, exporters and
processors.
Global AgriSystem will revitalize Indian
agriculture by introducing post-harvest
technology and management skills of the highest
international standard
Global AgriSystem Your preferred partner in
agribusiness
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Background
Incorporated as Cebeco India [ jv with Cebeco
Group Co-operative, Holland] on 13th January
1998
Now a Katra Group company, www.katra.biz
Indias largest agribusiness services and
solutions firm
Offers consulting, technical assistance, post
harvest technology and fresh produce
Operates in India and Africa
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Management

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Business Units

Agribusiness
Services

Consulting &
Technical
Advisory

Post Harvest
Services

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Turnkey &
Project
Management
Services

Fresh Produce
& SCM
Solutions

Team GAPL

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Business Unit
Consulting & Technical Advisory

Overview
Indias largest consulting and technical services
provider
Clients include Indian Government, corporates
and international agencies
Over 200 projects delivered covering pan India
New business areas include agribusiness
development in West Africa

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Scope of Services
Consulting
& Technical
Advisory Services

Projects

Area Sector Market

Survey
Project Reports
Business Plans
Evaluation
M&A

Industry Services

Technology
Audits
Process & Protocols

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Project Finance

Aid, Grant&Subsidy
Partner Search
Bank Appraisals

Engineering

Design & Planning

Tender Papers
Procurement
Technical
Supervision
9

Clients
Government of India
Commerce
APEDA

Agriculture

NHM
DMI
NHB
NAFED
NDDB
SFAC
NIAM

Food Processing Industries

Home Affairs
Inter State Council

Petroleum
IOC

Central Warehousing
Corporation(CWC)

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International Agencies
Asian Development Bank
World Bank
Common Fund for Commodity
International Finance Corporation
Food & Agriculture Organization
Government of the Netherlands
EVD

10

State Government
Clients
NORTH

Punjab
Haryana
Uttar Pradesh
Himachal Pradesh
Uttarakhand
Jammu & Kashmir

NORTH EAST

Meghalaya
Sikkim
Arunachal Pradesh
Nagaland
Assam
Tripura
Manipur
Mizoram

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SOUTH

Andhra Pradesh
Kerala
Tamil Nadu
Karnataka

EAST

West Bengal
Orissa
Bihar
Chattisgarh
Jharkhand

WEST

Rajasthan
Gujarat
Goa
Maharashtra

11

Agribusiness Clients

Tata Group
Rallis
Tata Chemicals Khet Se
Hi-Tech Drilling

A V Birla Retail

Field Fresh Foods

Escorts

Acme Fresh

Kellogg Brown & Root, USA

Nive bv, Holland

Aviko bv, Holland

Rixona bv, Holland

Certis bv, Holland

Servi Doryl SA, France

Rohm & Haas Inc, USA

Adani Agri Fresh

Heritage

Heritage Foods
Fresh@

Hero Group

Reliance Retail

Chambal Chemicals & Fertilizers

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12

Partnerships
Ernst & Young, India

IDFC, India

Price Waterhouse Cooper,

India

ACI, USA
ANZDEC, New Zealand

Deloitte Touche Tohmatsu,

India

HTSPE, UK

Rabo Bank, India

Agriment, Holland

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13

Business Unit
Turnkey & Project Management

Overview
Integrated agribusiness, technology and service solutions
Using knowledge base and relationship using technology
engineered to Indian conditions in
Custom growing
40,000 acres grain and cereals
5,000 acres vegetables
4,000 acres fruit orchards
Agri Engineering & Project Management
Fresh Produce Packhouses
Cold Stores
Distribution Centers
Food Industry
Technology Development
Cheese & Paneer Processing Technology

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15

Scope of Services
Turnkey &
Project
Management
Services

Contract Farming

Agri Extension
Crop Supervision
Partnerships
Farmer Enrolment
Post Harvest
Marketing Support

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Sourcing

Planning
Buying Support
Producer and Seller
Linkages
Sourcing Teams
Audits

Facility Build
Operate
& Management

Technology

Design & Planning

Technology
Procurement
Monitoring
Operation
Management

Process
Development
Process Viability
Localization
Commercializing
16

Projects

Tata Chemicals Khet Se

Packhouse & Cold Store,
Malerkotla Punjab

Punjab Agri Food Park

Nursery, Packhouse, IQF Unit,
Sirhind, Punjab

Heritage Foods
Packhouse & Cold Store,
Madanapalli, Andhra
Packhouse & Cold Store, Mulugu
Medak, Andhra

Field Fresh Foods

Center of Excellence, Ludhiana,
Punjab
Custom Growing & Sourcing,
national

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Aditya Birla Retail

Retail F&V Sourcing, national

Sunshine Farms
1000 acre farm, Packhouse and
MA store, Uttar Pradesh

HPMC
Apple Packhouses
Apple Juice Concentrate Plants

Indian Hotels
IQF & RTE, RTC Foods

Escorts
40,000 acre custom growing

Acme
Packhouse & Cold Store, Gurgaon

17

Fresh Produce Supply

Chain

SCM Model
Agri Extension & Technology Transfer to small
farmers
Procurement Hubs at strategic locations
Distribution Centers at Major Markets
Activities
Contract farming on 2000 acres around each facility for
1-2 national/regional products and 6-7 local products
PHM to meet product requirements & customers needs
Need based long term storage (ambient & controlled
temperature/CA)
Value added customized packaging for retail

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19

GAPL Model of Supply

Chain
Contract Farmer

Aggregator

Contact
Farmer

PH

DC

Food Processors
Privileged and Strictly Confidential

Organized Retail

February 28, 2015

Exports
20

Business Model for SCM

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21

GAPL supply chain

network

Existing hubs

Proposed Hubs- (2009 - 10)

Nasik (Maharashtra)
Indore (Madhya Pradesh)
Sikandrabad (Uttar Pradesh)
Agra (Uttar Pradesh)
Ludhiana(Punjab)
Solan (Himachal)
Belgaum (Karnataka)
Karur (Tamilnadu)

Kullu
Chomu
Valsad
Guwahati
Bhubaneshwar
Anantpur

Future Targets (2010-12)

14 units to be established in next 2 years for which 11 potential locations already identified
Horizontal & vertical expansion of selected units

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22

Supply Chain
Network
KULLU

SOLAN
LUDHIANA

DELHI
AGRA
GUWAHATI

CHOMU
BULANDSHAHAR

INDORE
VALSAD
BHUBANESHWAR

NASHIK

MUMBAI
HYDERABAD
BELGAUM
ANANTPUR

CHENNAI

BANGALURU

KARUR

Pack House

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Distribution Centre

Existing

Existing

Planned

Planned

Supply Chain Network 2012

Solan
Bulandshahar

Kullu
Ludhiana
Ganganagar

Delhi

Agra

Guwahati

Indore
Valsad
Nashik

Kolkatta
Patna

Mumbai

Sangli

Belgaun

Bhuwaneshwar
Jalgaon

Bangalore

Ananthapur
Existing

Mettupalayam

Karur

Under Imple
Phase II

24

Where we want to be
Particulars
2012-13
Turnover
212.27 Cr
Gross Profit
Cr
EBIDTA
Cr

2010-11

2011-12

114.01 Cr

167.73 Cr

35.79 Cr 51.07 Cr

64.04

24.75 Cr 37.66 Cr

48.68

25

Expansion-Phase-I

Location

Type

Project Cost
Karur
Green Field
Solan
Green Field
Belgaum
Green Field
Jalgaon
Lease
Kullu
Lease
DC-Delhi
Lease
DC-Mumbai Lease
DC- BangaluruLease

347.54 Lacs
643.63 Lacs
571.01 Lacs
100.00 Lacs
125.00 Lacs
75.00 Lacs
75.00 Lacs
90.00 Lacs

TOTAL

2,027.49 Lacs

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Summary
Particulars
Cost
Existing Units
Lacs
Expansion Phase-I
Expansion Phase-II
TOTAL
Equity
Term Loan
Subsidy

Project
2,458.14
2,027.49 Lacs
1,757.03 Lacs
6,242.66 Lacs
2,797.77 Lacs
2,283.53 Lacs
1,161.31 Lacs

27

Product
Development

STRATEGY: MARKET DOMINANCE

THROUGH NATIONAL FOOTPRINTS
& PRODUCT DIFFERENTIATION

These 5 products make up 52% of consumers

28

Sourcing

SOURCING: AS A MEANS TO GET

BEST QUALITY PRODUCE AT BEST
MARKET PRICE
Contract Farming:-

Contract farming would be carried out through an

agreement with farmers. Typically, the farmer will
produce established quantities of an identified
produce, meeting the quality standards and delivery
schedule set by the company. Prices will be set up
depending on the product either in advance or
indexed to reference market(s). GAPL is already
involved in the contract Farming in Products like
Carrots, Onions, Grapes, Baby Corn etc.

National Sourcing Team:-

This team will be constituted at the Central level.

This team will remain mobile identifying the orchards
at different places all over India. This team will be
involved in the sourcing of Fruits and vegetables
across India.

Guaranteed Off Take::-

In this model Global Agri Systems Pvt. Ltd. Will enter

into a contract with the large farmers or group of
farmers having large acreage starting from 50 acres
and above. GAPL will provide crop planning and
technical know-how and other support including
critical inputs, to those farmers for growing
products, which will be marketed through company
network
29

Sourcing

SOURCING: AS A MEANS TO GET

BEST QUALITY PRODUCE AT BEST
MARKET PRICE
Contract Farming:-

Contract farming would be carried out through an

agreement with farmers. Typically, the farmer will
produce established quantities of an identified
produce, meeting the quality standards and delivery
schedule set by the company. Prices will be set up
depending on the product either in advance or
indexed to reference market(s). GAPL is already
involved in the contract Farming in Products like
Carrots, Onions, Grapes, Baby Corn etc.

National Sourcing Team:-

This team will be constituted at the Central level.

This team will remain mobile identifying the orchards
at different places all over India. This team will be
involved in the sourcing of Fruits and vegetables
across India.

Guaranteed Off Take::-

In this model Global Agri Systems Pvt. Ltd. Will enter

into a contract with the large farmers or group of
farmers having large acreage starting from 50 acres
and above. GAPL will provide crop planning and
technical know-how and other support including
critical inputs, to those farmers for growing
products, which will be marketed through company
network
30

Market
Development

MARKETING: AS A STRATEGY TO INCREASE THE

VALUE REALISATION AND ENHANCING THE
INTRINSIC VALUE OF THE ORGANISATION
Central Marketing: The central marketing team
will coordinate with all the hubs. It will be
involved from sourcing till the final distribution
and sales of the products. Core Marketing
Strategies will be developed and be repository of
brand
Verticals: Separate Marketing verticals will be
developed for the five major crops like Onion
,Potato, Carrot, Tomato, banana. Execution of all
the activities from sourcing till sales will be done
by these verticals and coordination will be
maintained with the hubs
Packaging Concepts
Packaging design for the brand will reflect the
brand's
attributes
and
positioning.
The
packaging design will be aligned to the various
product offerings
Distribution
Distribution Networks at Chennai, Bangaluru,
Mumbai, Delhi &Kolkatta to be leveraged for
supplies and be developed as Cash & Carry
points
Brand guidelines for marketing materials
A fixed family of colours with PMS, CMYK & RGB
break downs. Rules of Typography with fonts,
31

SYSTEMS &
PROCESSES

MANAGEMENT CONTROL TOOLS: Each unit will be an

Independent profit center, will have its own set of plans, strong
systems and processes & corporate level strategic planning &
monitoring
Business Planning
Planning at two levels Unit and Corporate
Unit level planning -Volume driven, Target
Oriented,
Responsibility for the top line & bottom line
Corporate level planning - Policy driven,
Strategic and long term decision making,
National co-ordination
Inventory Control & Sales
Central MIS cell to monitor all the units for
Inventory, Procurement and Sales. Reporting on
day to day basis
Accounts & Finance
Day to day book keeping at the unit
Corporate Finance Team to look after the capex,
credit, internal & statutory audits
Frame policies and guidelines regarding book
keeping formats and accounting practices
Sourcing & Quality
Corporate sourcing strategy based on National
Marketing plan.
Implemented by units
Quality specifications, monitoring processes
and guidelines to be developed by National team
Traceability to be ensured at all levels
32

Risk
Management

RISK MANAGEMENT: AS MEANS TO REDUCE THE

HAZARDS AND STREAMLINE THE BUSINESS
PROCESS TO IMPROVE THE EFFICIENCY

Strategic Risk: Sourcing Decisions of

what to source and from where to
source
Operational Risk: Risk In terms of Low
Shelf Life of Produce , Cold Chain
Breakdown, Quality Issues
Market Risk: Market Fluctuations in
Terms of Demand & Supply, export
market behavior
Financial Risk: Unexpected Changes in
Risk
management
Prices
or rates cell will be
constituted at corporate level for live
assessment of risks for each unit and
its seasonal operations and work out
mitigation strategies. This cell is
expected to be operational by 2012

33

Organogram 2012
Corporate (SCM)
Board /
CHAIRMAN
Managing Director

Chief Finance
Officer

Senior
Manager
Finance
Internal
Auditors

Head
Marketing

Manager
Project
Implementati
on

Manager
Logistics /
Distribution

Manager
Strategic
Planning & Inst
Sales
Manager Quality
Assurance

Manager
MIS

Accounts
Executive

Regional Heads (Sikandrabad, Nasik, Ludhiana,

Kolkatta), Avan Agro

February 28, 2015

34

34

Amaya Food -Nasik

GRADING LINES

COLD STORE

PACK HOUSE
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35

Discussion with
Stakeholders

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36

Nursery

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37

A Field Day In Nasik

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38

Sunshine -Sikanderabad
Amidst Growing Fields

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39

Improved Farm
Equipment

ROTAVATOR
PNEUMATIC SEEDER

LASER LEVELLER

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40

Carrot Field

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41

Carrot Just Harvested

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42

Indore Cold Store

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Your Partner in Agribusiness

Visit us at www.globalagri.com