MAI Discusses ‘Bigger and Better’ Plans in India
11 October 2013 
Q Can you tell us about Makhteshim Agan India’s beginnings? Why was it founded?
We established Makhteshim Agan India in early 2009 – operating from a single hotel room – and have succeeded in building it rapidly to become one of India’s leading crop protection companies. I believe that the key to our success has been the combination of our unique business model, our systematic approach and our persistence in simplifying the lives of Indian farmers.
During the last decade, Makhteshim Agan decided to increase its focus on the Asia Pacific region. Even though we had been selling products in India for 30 years, we had not
established a known brand in India, and were not in direct contact with Indian farmers. Given that India’s crop protection market is huge and growing by 10% per year, we realized that we needed to establish a stronger local presence and decided to create an Indian distribution company.
Q Can you address India’s labor shortages?
The labor shortage is leading directly to increased usage of herbicides on many types of crops, including soybeans, rice, wheat and others. This will benefit all crop protection companies in India, and we certainly expect it to benefit MA India as well.
Q What will the Indian market be like in five years?
Bigger and better. We think that MA India has created a positive “tsunami” in the Indian crop protection market. We’ve got a broad, professional, committed field organization that thrives on teamwork and helping farmers as well as a quality product portfolio. This has given us unparalleled strengths in the Indian market and we intend to continue growing our company to better serve our customers.
Q What sets MAI apart in its business approach?
MA India approaches its business in a unique way that is different from any other multinational agchem company operating in India.
First, we sell directly to retailers rather than to wholesalers. To this end, we established an extensive logistics and distribution network throughout the country, and built a highly experienced, on-the-ground sales team, which not only sells products, but also carries out demonstrations, offers advice and creates customized solutions. As a result, we have succeeded in engaging more than 11,000 customers so far.
This is all part of our philosophy of getting as close as possible to the farmer, and of getting continually better and faster at developing the unique solutions they need. We are proud to currently offer 80 products tailored for India’s needs, the broadest portfolio offered by any of the multinationals. To guarantee that they comply with the highest international quality standards, we have established a state-of-the-art quality control department in our India operations.
Q Where do you manufacture your products?
We have established an advanced formulation plant at Dahej (Gujarat), and back it up with MAI’s global manufacturing network, as well as cutting-edge technology and support from Israel.
Q How do you remain responsive to the specific needs of Indian farmers?
We periodically analyze the market data and identify the gaps, and established a highly innovative Product Research and Development Centre to create new solutions. We also make a point of meeting with farmers regularly and soliciting their feedback.
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