mumbai tabela market

Mumbai Tabela Market

The Business Model

Dr Capt Tanweer AlamNatural RemediesBangalore

tanweer@naturalremedy.com

Market Size

Approx 1300 Tabelas – 900 on western track & 400 on central track

Minimum 100 animals in western track and 50 in central track

More than 1,00,000 milking buffaloes

Pelar

Kaman

Production Cycle

Buffaloes kept in Tabela for about 10 months If the milk production is less than 5 litre per

day , they are sold to slaughter house @ Rs 15-20,000 or salvaged to Sidpur, Valsad, sabarkantha and banaskantha

Pregnant animals 2 months before parturition are salvaged.

Rate of Tabela milk Rs 34 per litre

Tabela administration

Ownerof

Tabela(Generally one )

Mehta(1 on every 100 to 120

Animals)

Bhaiyaa(1 Mehta

handles 5-7 Bhaiyya)

Buffaloes(1 Bhaiyya Handles 20

Animals)

Characteristics of Owner

Generations in this business Clusters of tabelas independently owned by brothers

/ relatives , so the number of Tabela has increased Deep interest in business and expansion plan They decide on ‘feeding formula’based on

– Experience – What others give

Characteristics of Mehta

From UP or Bihar Experience of more than 10 years in tabela,

graduate from Bhaiyya Used to ‘treat’ the animals of fever , anorexia ,

diarrhoea, acidosis and other common problems Play very crucial role in making product acceptable ,

more so for therapeutic products For feed supplements , they can be good endorsers Not high expectations from supporting companies

Role of vets

Total 15 – 20 Tabela practising vets in whole Mumbai

Animals reported sick by Bhaiya

Mehta treats

If not responding, Owner calls Vet

# Involving Vets in Business Model is also important

General feeding trend

Green:– Para grass:6-20 kg and / or– Sugar cane and Top: 1-5 kg

Dry:– Paddy straw: 8-10 kg or– Wheat Straw: 8-10 kg

Dana : 9-11 kg

Some examples of Feed calculation

Sample 1Body weight- 500 KgMilk- 8 litre

108

980

Required

169MJ

1321RDP

Being given

Sample 2Body weight- 500 KgMilk 7.75 litre

107

965

Required

125MJ

1175RDP

Being given

Sample 3Body weight- 450 KgMilk- 8 litre

104

930

Required

107MJ

1038RDP

Being given

Sample 4Body weight- 500 KgMilk 8 litre

108

980

Required

183MJ

1299RDP

Being given

Sample 5Body weight- 450 KgMilk 7 litre

99

870

Required

125 (90) MJ

994 (1074)RDP

Being given

Suggested Business Model

One BE on every 50 Tabela We may have about 15 BEs in Western track One AM Handling of the Distribution by BEs

– Along with Milk supplier

Activity plan

BEs1.Once a week visit to each tabela2. Meeting Owners , Mehta and vets3. All product promotion ( for old products lesser margin)4. And for BE products margin of 40%

Support Activities1.Organising quarterly meet of the owners2. Quarterly meet of Mehtas3. Protional gifts like towel etc for them

Expected sales:

After 6 months , about Rs 50,000 per BEs /month

After 1 year Rs 75-100,000 per BEs

Challenges

Apparent resentment of the distributors Selection of BEs Cutting through competitors focus

Customer need

Milkofat ( Replacing the Probiotic ,Byepass fat,liver tonic, calcium (?)

Mastitis Disinfectant Hair shaver ( every 3 months they spend Rs

15 per animal in manual shaving of hair) Fly repellant