mumbai tabela market
TRANSCRIPT
Mumbai Tabela Market
The Business Model
Dr Capt Tanweer AlamNatural RemediesBangalore
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