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| SRS CATTLE FEED, MEENAMPALAYAM |
INTRODUCTION:
The Indian animal feed market size reached INR 1,110.0 Billion in 2024. It is expected to reach INR 2,025.1 Billion by 2033, exhibiting a growth rate (CAGR) of 6.9% during 2025-2033. As of 2023, India is considered the world’s largest producer of milk and is home to more than 300 million cattle and buffaloes, all of which are used for milk production. India being abode of more than 300 million milch animals, there also exist a huge demand for cattle feed.
As a part of our syllabus, we were exposed to RAWE (Rural Agricultural Work Experience) programme, wherein we stayed in village for 65 days, interacted with farmers & entrepreneurs and simultaneously learnt agriculture and allied sectors. One among our key learning is our agro-industrial attachment with SRS cattle feed firm in Meenampalayam of Karamadai block, owned by proprietors Mrs. Sowbhagya and Mr. Raja. Hereby, in this blog, we'll discuss every aspects of running a successful cattle feed manufacturing company, right from production to marketing. Without a minute delay, let's dive into the article.
GENERAL PARTICULARS OF THE FIRM:
1. Interviewer: Can you give a brief introduction about yourself?
Proprietor: I'm Sowbakkiyam who is an agri graduate & recently cleared UPSC Prelims. I'm married to Mr. C. Raja, who is the president of Mooduthurai village. I always had this curiosity of starting an Agri-business. With my husband's support & analysis of market demand, I started this cattle feed manufacturing unit.
2. Interviewer: Where is your firm located?
Proprietor: Our SRS Cattle Feed is located in Meenampalayam road in Puliyampatti, which belongs to Karamadai block of Coimbatore district.
3. Interviewer: When did you establish your firm?
Proprietor: We established this firm in the year 2021.
4. Interviewer: Can you brief about the history of your business?
Proprietor: In out unit, we manufacture and market special by-pass protein pellets for cattle feed using 13 organic ingredients. It is also proven that our feed has increased milk quality that is fat above 4.5 % and SNF above 8% and milk yield.
5. Interviewer: Under which scale of enterprise do you operate?
Proprietor: Our firm is a Medium scale enterprise.
6. Interviewer: Can you share us the long term goal of business?
Proprietor: We always believe in manufacturing & selling quality organic cattle feed for the local livestock rearers.
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| Special by-pass protein pellets |
PRODUCTION ASPECT:
7. Interviewer: Could you explain the flow chart for processing of poultry pellets?
Proprietor: Certainly! The raw materials go through a series of machineries in order to obtain the final product.
I) Firstly, grinding of raw materials takes place in hammer mill, which has the capacity of 2 tonnes/hour. Hammer mill grinds raw materials as per tailored size and is operated by 15 hp motor.
II) Secondly, the ground raw materials are then passed to the screw conveyor. It has the capacity of mixing 800 kg mixture per batch. At this stage, molasses is added to provide enhanced taste, flavour & energy to milch cows. 8 kg of molasses is added per 100 kg of raw materials.
III) The mixture is conveyed to a machine called conditioner, wherein steam of 35° to 40° C is passed, allowing killing of harmful microbes as well as providing enough moisture to shape into pellets
IV) Once the steam passes over the mixture, it then moves to pelletizer. Pelletizer converts the raw materials and molasses into special by-pass protein pellets
V) These hot-pressed special by-pass protein pellets move to belt conveyor, to convey the them to pellet tank. Air blowers are set up in the pellet tank, to reduce heat. At this stage, we make sure that the moisture content of protein pellets should be 12%
VI) At last, siever separates the final product i.e. pellets from the mash.
Apart from these machineries, we've storage tank to store raw materials, in order to utilize them in seasons of deficit supply. We possess boiler which is used for steam production.
Proprietor: As we're pioneer in manufacturing organic cattle feed pellets, we make sure the raw materials are cultivated organically with utmost quality. Different raw materials are sourced across India, according to the place where they're grown in vast area. We majorly source rice hull and groundnut oilcake from Tanjore in Tamilnadu. Soybean oilcake is sourced from Madhya Pradesh & Rajasthan.
9. Interviewer: How do you procure raw materials?
Proprietor: We procure raw materials through direct means, straight from farmers. We do not involve intermediaries in this process of raw materials procurement.
10. Interviewer: How do you access the quality of raw materials?
Proprietor: We use instruments like moisture meter to assess moisture content of pellet. Protein & Carbohydrate percentage in final product is being tested in laboratory
11. Interviewer: Can you share us major problems encountered in sourcing of raw materials?
Proprietor: During lockdown in 2019, we encountered problems with procurement of raw materials, which are sourced from different states across India, Also during initial period of establishment of our firm, as faced struggle with acquiring quality raw materials. After persistent efforts with R & D, we finally found strategy for acquiring best quality raw materials. We also underwent issues with obtaining correct proportion of raw materials by mixing them to acquire pellets.
12. Interviewer: How your firm's product differ from that of others. What is your company's Unique Selling Proposition (USP)?
Proprietor: We did consistent R & D, to make special by-pass protein pellets dissolve within 6 seconds. We manufacture organic protein pellets made with 13 ingredients (Rice hull, Soybean oilcake, Maize, etc. By feeding our protein pellets to cattle, there is a proven increase in quantity of milk yield by 10 litres/day/cow, quality of milk, Fat above 4.5 % and SNF above 8%
13. Interviewer: Do you follow any standards like AGMARK, ISO for your product?
Proprietor: Right now, we aren't following any standards. But currently we've applied for NDDB Accreditation Certificate.
14. Interviewer: Could you provide details of packaging for your product?
Proprietor: Special by-pass protein pellets are packed in 50 kg & 20 kg gunny bags respectively.
15. Interviewer: For how long your firms's protein pellets can be stored?
Proprietor: Our firm's protein pellets possess a shelf life of about 6 months, when maintained at optimum moisture content.
16. Interviewer: How do you fix price for your product?
Proprietor: 20 Kg gunny bags are priced Rs. 500 and 50 Kg gunny bags are priced Rs. 1200. We fix nominal price to beat the market competition.
MARKETING DETAILS:
17. Interviewer: How do you assess the demand for your product and relate it to the production in your plant?
Proprietor: In the surrounding locality, there are lot of livestock rearers but there is no feed manufacturing companies. So there is high demand for our products in this locality. According to the demand of the customer and during the peak season we supply our products on time to the customer.
18. Interviewer: What are the sales promotion activities undertaken by you?
Proprietor: We majorly sale our product by word of mouth marketing and online website marketing. Our target market is dairy farmers and co-operative societies. We've listed our product in TradeIndia website, enabling easy order via online.
19. Interviewer: Where do you market your produce and what is the method of distribution preferred by you?
Proprietor: We market our produce at the local market as of now. But in the future we are planning to expand our market all over India. We distribute our produce through wholesalers and co-operative societies.
PROFIT DETAILS:
20. Interviewer: Can you please explain the profit details of your firm ?
Proprietor: We made a capital investment of ₹50lakhs and on and average we make ₹10lakhs/anum.
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| Photo with the founder of SRS CATTLE feed |
CONCLUSION :
Our attachment with SRS cattle feed gave us a wonderful experience on understanding the entrepreneurial aspect of running a cattle feed manufacturing enterprise .
From procurement of raw materials to processing of this raw materials with the help of machineries like hammer mills, pelletizers, and conditioners, the firm showcases a model of efficiency and innovation. The main highlighting feature of this firm is its production of “protein pellets” which enhances milk yield and quality simultaneously. SRS Cattle Feed serves as an excellent example of how traditional knowledge, modern technology, and a farmer-centric business model can develop into a profitable and impactful enterprise in our developing nation . attachment with SRS cattle feed gave us a wonderful experience on understanding the entrepreneurial aspect of running a cattle feed manufacturing enterprise.
For Enquiry Details of organic cattle feed:
Contact: Mr. C. Raja
Phone Number: +91 9788006651
( Visit Trade India for Online Ordering)
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