Transcript
Navdurga Metal Industries - Bharat Emerging in Clean Cooking Solutions “Redefining Traditional Cooking Solutions”
Clean Cookstoves Market Place 2013
Introduction • • • •
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NDMI-Bharat*: NDMI-Bharat commenced its operations in December 2009 and has been the first mover in India, in turning rice husk as a fuel in clean cook stoves segment. NDMI-Bharat is sole organization in INDIA till date which has developed more than 10 designs for burning rice husk effectively & efficiently. Commenced its business by "launching Janta Chulha Smokeless Stove" for just Rs. 500/- only Installed approximately 5000 units in rural households of Faizabad, Basti and Sultanpur district in Year 2010. Till Date we are working in 4 States UP, Bihar, Assam, Punjab and also we have begun in other 5 major states of India. In the year 2012 one of our product’s Agni Star has been tested and certified for its performance by IIT-Delhi ,IMMT-Bhubaneswar (Orissa )& The Ministry of New & Renewable Energy (MNRE), Government of India. NDMI-Bharat has entered into wood cook stoves and designed 2 cook stoves in Year 2013 Location of Operation: Uttar Pradesh, Bihar & Assam.
Clean Cookstoves Market Place 2013
Programme Implementation Approach
Studying Market Opportunity in cooking solutions vis-à-vis existing alternatives (Cookstoves & Fuel)
Understanding Target Customer in the light of fuel availability.
Developing a unique differentiated product offering relevant to the target customer which provides a sustainable and long-term value proposition to the target customer (both from a commercial and convenience perspective)
Understanding the nuances of the distribution channels appropriate to cookstove distribution and fuel support.
Building product roll-out plan in line with market demand assessment across target geographies.
Resource Assessment:
Make or Buy Decision - As per the Sales plan, evaluate the local capability of outsourced manufacturing or plan to setup manufacturing operations in line with planned volumes.
Marketing & Distribution Strategy - Define the distribution strategy across channels and marketing initiatives across media relevant to the target customer.
Manpower Planning - Design resource requirements across Business functions, Sales & Distribution, Service)
Financing - Assess funds required for project implementation over the planned time horizon (Explore public, private and multilateral agencies for funding)
Deployment of Resources and Roll-out across target geographies.
Continued R & D for product innovation and product development.
Continued advocacy to build greater customer awareness and product / technology acceptance. Clean Cookstoves Market Place 2013
Technology – Stove Models promoted (1/3) Domestic Cookstoves 1.
Janta Chulha:
A continuous feeding natural draft stove.
Designed for low income people, saves 70% of cost in comparison to LPG.
Very low soots and smoke.
Fueled by rice husk, consumes only 600 grams rice husk per hour.
2.
Agni Star:
Batch type portable forced draft gasifier stove, saves upto 80% of cost compared to LPG.
Consumes only 1/2 Kgs of rice husk and produce efficient flames for 40-45 minutes.
Can cook a meal of 5-6 persons in one feeding while leaving no soots & smoke in the Kitchen.
An LED light is also configured with the controller that can be used to light darkness.
For low, middle-low & mid-high income people.
saves upto 80% cost compared to LPG.
Clean Cookstoves Market Place 2013
Technology – Stove Models promoted (2/3) 3.
Agni Sun:
A batch type portable forced draft gasifier cookstove.
Consumes only 1 Kg of rice husk and produce efficient flames.
60-70 minutes of cooking.
An LED light is also configured with the controller that can be used to light darkness.
Can cook a meal of 8-10 persons within one feeding.
For low, middle-low & mid-high income people, saves upto 80% cost compared to LPG.
Commercial Cookstoves 1. MDM (Mid Day Meal)
Batch feeding gasifier stove which has been designed especially for cooking of food in large quantity and which is very often provided to children in primary schools/upper primary schools at Indian villages, Hostels & Restaurant’s.
Its tailor made based on user’s preference (2 ,3 & 6 Kg - Multiple sizes) 2 kg MDM for approx for 40 PEOPLE , 3KG MDM for approx 50 PEOPLE , 6kg MDM for approx 70-80 PEOPLE.
Its for commercial purpose like Dhabas, Hotels etc. saves upto 80% cost compared to LPG.
Clean Cookstoves Market Place 2013
Technology – Stove Models promoted (3/3)
2. Agni Gasifier *25D (9KG-10KG/HR) &*40D (30KG-35KG/HR)
Its a continuous which operates on DC power supply mode.
Its a big size downdraft gasifier stove used in commercial kitchens, schools, etc. and available in customized form i.e. (single, double or more burners) *25D (FOR Approx 100 PEOPLE) *40D (FOR Approx 200 PEOPLE)
It saves upto 70%-80% cost compared to LPG.
Clean Cookstoves Market Place 2013
Target Beneficiaries
Target Beneficiaries: Open Market
Solid Fuel Collectors - Low and mid high income solid fuel collectors
The RURAL beneficiary - Rural, low and mid high income & modern energy users solid fuel purchasers
The URBAN beneficiary - Urban, low and mid high income & modern energy users solid fuel purchasers
Target Customers
In Urban Segment - Households without accessibility / affordability of LPG;
In Rural segment - Households who still cooks on traditional biomass fuel, especially the rice bowl countries.
Our target audience is typical rural public especially, the housewives who suffer more from the pollution & high carbon content while using the traditional cooking stoves. Since mothers typically have their babies and children with them while cooking, they are equally affected . In order to change the habits in under-developed and developing countries, we believe in empowering women to address their immediate needs and to build long-term clean cooking solutions for the future.
Deforestation Threat - With the threat of deforestation, much focus can be given to the efficient use of Rice Husk (as well as introducing alternative fuels) in areas where wood fuel is in particular shortage. Although domestic fuel wood users suffer adversely from the effects of deforestation, the main cause of deforestation is clearing of land for agricultural use and for commercial timber or fuel-wood use. Initially, one environmental concern dominated the improved stoves work saving trees.
Clean Cookstoves Market Place 2013
Achievements & Coverage
CNBC Awaaz revealed exclusive Interview of the Co-founder & CEO of
NDMI-Bharat and factory operations as part of "Awaaz Entrepreneur” on 25th May, 2013.
The Economic Times selected NDMI-Bharat as “Starship Enterprise” & covered the Company as part of a Published Article on 10th May, 2013.
Nominated for the Alliance Award for Innovation in Clean Cooking Solutions of the Year (2013) at Mumbai [The Sankalp Forum partnered with the Global Alliance for Clean Cook Stoves to launch the Sankalp 2013]
Clean Cookstoves Market Place 2013
Financer/Investment/Financial Support
The Company has been witnessing continued investment interest from Impact investors from various Venture capital funds, multilateral agencies and other financing partners .
The Company is presently in advance talks with a Large Indian conglomerate to close a strategic partnership.
Marketing Approach (Promotion techniques)
Cooking Stove selling significant points to consumer.
Sales Promotion Channels:
TV/Radio Advertisements, Canopies
Active Participation in Local Melas, Haats/Weekly Markets
Product Displays on Roadside with music
Participation at Seminars/Conferences at National levels
Coloured Wall Paintings
In order to reach the target customer, various local activation programmes are appropriate as they are that are not only flexible and feasible, but also relevant and appropriate for rural markets.
Since the product and technology is in nascent stage from a customer perspective, there a greater need for advocacy and awareness building. Hence, it would be appropriate to focus on doing ground level activities at various rural market places like Haats, Mandis and Melas. Clean Cookstoves Market Place 2013
Policy support for the Programme/ Sector from the Host country government
MNRE, Govt of India has launched National Biomass Cook Stove Initiative with primary aim to enhance the availability and clean efficient energy for the poor sections of the country it emphasis on testing, certification & monitoring facilities under this initiative series of pilot scale projects are envisaged and has developed a road map to disseminate 3.5 Million ACS in 13th-Five Year Plan.
NDMI-Bharat is also Implementer in MNRE’s Pilot Scale Projects.
The Nepal Government / Alternative Energy Promotion Centre (AEPC) could explore replication of the Cook Stove initiate by MNRE, Govt of India in pursuit of building the eco-system for clean cookstoves. Some of the initiatives could be – Financial Support - Subsidies for product,Taxes & duties exemption. Operational Support - Access to existing distribution network through locally penetrated bodies / NGOs.
Clean Cookstoves Market Place 2013
Learnings from the Programme & Next Steps
Continued R & D & Product Development to meet customer expectations of price and convenience
Continued pursuit of making cookstoves fuel-indifferent
The Company has been continually working on R&D on existing products and is making efforts to come up with new products to stay ahead of time to meet the target customer expectations of price and convenience. It is focusing on - Community cookstoves (through Mid day meal schemes in Govt. schools); and - Family size cookstoves through R&D, testing, certification and later mass produce the best delivery models (i.e., cost effective and easy to use) The Company is also working for efficient burning of other biomass fuels for clean cook stoves such as pine leaves and needles etc. This is in line with the continued effort to come up with stoves which are indifferent of fuel to service needs of different markets with alternative fuel availability. Multi fuel is the priority in this phase
Innovative marketing and distribution strategies
In this evolving product / technology landscape, we are continually exploring alternative marketing and distribution channels aligned with the product, geography and target customer, both from the cookstove and fuel perspective
Greater product / technology advocacy for increasing customer awareness
Greater Support for capacity building of user’s, documentation and data collection Clean Cookstoves Market Place 2013
NDMI offer to NACC and Contact details
NDMI-Bharat is keen to become an active participant in CCS 2017 by joining hands with the Alternative Energy Promotion Centre (AEPC) and work with them together in pursuit of achieving the goals of CCS 2017 with the help of Government of Nepal by:
Involving various stakeholder’s i.e. NGO’s, MFIs & RRBs to build a sustainable supply chain mechanism by disseminating larger number of cook stoves among the people in Nepal through greater awareness by training and other promotional tools.
Establishing ourselves as sustainable and reliable suppliers of quality clean cook stoves and exploring distribution partnerships with local companies.
Contact Details: Navdurga Metal Industries-Bharat 1/8/158, Rudra India Hotel, Sagar Building, Fatehganj, Faizabad-224001, Uttar Pradesh ( India ) Contact : + 91 9161492000, 9721591000 , 9670121000 website: www.ndmi.co.in E-mail :
[email protected],
[email protected]
Clean Cookstoves Market Place 2013
