EXPORT OF INDIAN RICE: A CASE STUDY

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1 Agriculture and Rural Development in India Some Emerging Issues Published by Global Vision Publishing House Editors Dr. Anirudh Bharati Dr. S.D. Chamola EXPORT OF INDIAN RICE: A CASE STUDY Pardeep Gupta* The world rice market has been expanding over the years, particularly rapidly in the 1990s. Currently, around 24 million tonnes of rice are traded annually, close to double the volume in However, the world rice market is still characterized by thinness, volatility, and segmentation. Despite growing absolute volumes, trade constituted only about 4.5 per cent of world rice production from 1961 to 2000, compared with 18 per cent for wheat and 13.6 per cent for maize. This is partly attributable to the fact that much rice is consumed where it is produced and partly because of the nature of policies pertaining to rice sectors across the world. CHARACTERIZING WORLD RICE MARKET The rice market tends to be highly concentrated. During the 1990s, around 80 per cent of the exports came from just six countries - Thailand, Vietnam, India, China, Pakistan, and the US. The import side has comparatively more players. However, here too there are a few large importers and many small ones. Among the major importers in Asia in the recent past have been Indonesia, the Philippines, Bangladesh, Malaysia, East Asia (Japan and Korea), and the west Asia. The thinness and concentration of world rice markets imply that changes in production or consumption in major ricetrading countries have an amplified effect on world prices. Volatility is also due to frequent shifts in the sources of supply and demand. * Dr. Pardeep Gupta, Associate Professor, Haryana School of Business, Guru Jambheshwar University, Hisar.

2 146 Agriculture and Rural Development in India Finally, the world rice market is also highly segmented by type and quality. Trade flows are thus determined by what varieties are demanded and the ability of countries to supply them. For instance, while east Asia s demand for japonica is serviced by the US, Australia, and China, Africa s indica demand is met primarily by India and Thailand. Europe, on the other hand, obtains its high-quality grain from south Asia while importing indica rice from the US. While west Asia imports are primarily basmati from south Asia, most trade in South America is in paddy supplied by the US, mainly because of location advantages. Indica rice accounts for a bulk of global rice trade (75-80 per cent), followed by japonica (10-12 per cent) and aromatic rice such as basmati and jasmine (10 per cent), with glutinous rice accounting for the rest. There are limited substitution possibilities across varieties in both production and consumption, but they tend to be less for the latter given strong regional preferences in consumption. While these three features of thinness, volatility, and segmentation set the context for any discussion on rice trade liberalization, perhaps the most important feature of the rice market is that it is among the most distorted of all cereals, with countries - developed and developing - using a plethora of controls both externally and domestically. These policies, in fact, collectively contribute to the thinness and volatility of the world market. ANALYSIS AND INTERPRETATION OF DATA The primary data obtained from the exporters about the various procedural aspects related to exports of rice have been analyzed and interpreted in the following Tables. In all 15 Indian rice exporters were contacted to impart the data. But only 10 exporters were ready to provide the required information. Out of 10 exporters, the data obtained from eight exporters was found useful for the study. The information provided by two exporters was quite vague. Therefore, it was not included in the study. The data was collected through open ended questionnaire. The study is exploratory in nature.

3 Export of Indian Rice: A Case Study 147 Experience of in Business Most of the exporters have been in this trade over the decades. Their forefathers had started these businesses as Arties. Their successors had climbed the ladders of success and taken the business to heights they have achieved today. Most of these businesses are family owned and the owners are running the same as their parental business. However, the mindset of the new entrepreneurs is different from that of old businessmen. The new dynamic entrepreneurs have realized that since rice is a staple food crop worldwide, its trade has huge potential. Table 1: Experience of in the business. Duration in the Business (Years) KRBL Ltd. 50 L T Overseas 35 Nav Bharat Exports 18 Amira Foods (India) Pvt. Ltd. 20 Satnam Overseas 45 Sunstar Overseas 23 Bush Foods 15 Processing of Rice Table 2: Processing of rice. Own processing Processing (in per cent) outsourced (per cent) KRBL Ltd L T Overseas Nav Bharat Exports Amira Foods (India) Pvt. Ltd Satnam Overseas Sunstar Overseas Bush Foods Most of the exporters are processing the rice on their own.

4 148 Agriculture and Rural Development in India Transportation Expenses up to Mills Table 3: Amount of Transportation Expenses Cost till godown per quintal (Rs.) KRBL Ltd. 100 L T Overseas 130 Nav Bharat Exports 50 Amira Foods (India) Pvt. Ltd. 95 Satnam Overseas 80 Sunstar Overseas 120 Bush Foods 90 Milling Cost per Quintal Table 4: Milling Cost Milling cost per quintal (Rs.) KRBL Ltd. 90 L T Overseas 100 Nav Bharat Exports 120 Amira Foods (India) Pvt. Ltd. 100 Satnam Overseas 125 Sunstar Overseas 140 Bush Foods 160 Those exporters who have old plants have to incur higher costs than those who have technologically advanced plants. Potential Markets Table 5: Major potential markets for rice exports KRBL Ltd. L T Overseas Nav Bharat Exports Amira Foods (India) Pvt. Ltd. Satnam Overseas Sunstar Overseas Bush Foods Potential markets USA, Middle East, Kuwait, African Continent Saudi Arabia, USA Saudi Arabia, Kuwait, USA, Canada and Africa USA, Africa Sri Lanka, Canada, USA Africa Sri Lanka, Canada, USA

5 Export of Indian Rice: A Case Study 149 Distribution Network Traditional system of exports comprises of the trade relationship where in the importer places the order and the exporter receives the order, carries out manufacturing, and then sends the consignments. The importer sends the LC; exporter receives the LC and thus receives the payment through banks. In this traditional system, importer receives the consignment; he then is responsible for the entire sales distribution and network. Under this system the exporter packs the consignment as per the specifications and under the brand name of the importer. There is no branding and private labeling by the exporters. Thus the entire sales transaction is that of whole selling. Table 6: Distribution Network of various exporters Distribution Network KRBL Ltd. L T Overseas Nav Bharat Exports Amira Foods (India) Pvt. Ltd. Satnam Overseas Sunstar Overseas Bush Foods Traditional system, Private labeling Traditional system, Private Labeling Institutional selling Traditional system Traditional system, Private labeling Traditional system, Private Labeling Traditional system With the passage of time the exporters have started realizing the importance of Branding and Private Labeling. They have understood that for future growth and survival it is very necessary to make there presence felt in the exports. This is only possible by breaking the old structure. The exporters have started working in that direction. Some of the exporters have started branding activities abroad for example L.T. Overseas sells under brand name Dawat, Khusi Ram Bhihari lal s brand is Doon and India Gate, Satnam Overseas sells under brand name Kohinoor, Trophy etc. Offices Abroad The exporters now have understood the emerging need of institutional selling and retail selling abroad. As a result, some of these exporters have opened their offices abroad. For example, L.T.

6 150 Agriculture and Rural Development in India Overseas has an office in Dubai, Satnam Overseas has also its office in Dubai, Amira Foods have an office in London etc. Table 7: Abroad Offices of various exporters Office Abroad KRBL Ltd. - L T Overseas Dubai Nav Bharat Exports - Amira Foods (India) Pvt. Ltd. London Satnam Overseas Dubai Sunstar Overseas - Bush Foods - Risks Faced All the exporters share the common view that they are exposed to same kinds of risks i.e. transactional risk/ exchange rate risk. In order to cover the exchange rate risks, the exporters are using the services of exchange brokers and banks. These brokers and bankers hedge the transactions by entering into forward contracts and prevent the exporters from any adverse situations. The risks are dealt by the experts and the work of hedging is outsourced. KRBL Ltd. L T Overseas Nav Bharat Exports Amira Foods (India) Pvt. Ltd. Satnam Overseas Sunstar Overseas Bush Foods Table 8: Risks faced by various exporters Risks Exchange rate risk/transactional risk Promotional Activities Thus the promotional activities have gained importance in the recent past. not only have to look after the product, buyer, markets etc. but also have to keep track of their international promotion strategies.

7 Export of Indian Rice: A Case Study 151 Table 9: Promotional activities undertaken by various exporters /No KRBL Ltd. L T Overseas Nav Bharat Exports Amira Foods (India) Pvt. Ltd. Satnam Overseas Sunstar Overseas Bush Foods International promotion strategy is to bring a product to the notice of buyer. International promotion is essentially a cross cultural communication and should take into account social customs, beliefs, attitudes etc. Some of the promotional activities undertaken are: (i) Advertising (ii) Stores promotions (iii) Product packaging (iv) Trade fair and exhibitions etc. Quality Control The Export Inspection Agency (EIA) inspects sample from all export consignments. Certain reputed exporters such as Satnam Overseas, Khushi Ram Behari Lal etc. have been granted the authority of self certification of quality, on their own recognition. The EIA inspects one in every 10 lots, of these exporters. Of late some Indian mills have become quality conscious, and have realized the need to conform to international standards, in order to be competitive in the world market. Many mills have obtained ISO 9000 certification and Hazard Analysis and Critical Control Point (HACCP), which is step towards assuring their customers of quality consistency. Table 10: Quality Control Measures ISO 9000 HACCP Lab Testing KRBL Ltd. L T Overseas Nav Bharat Exports Amira Foods (India) Pvt. Ltd. Satnam Overseas Sunstar Overseas Bush Foods

8 152 Agriculture and Rural Development in India Logistics Aspects usually quote FOB prices. Rice is exported in 50 kg PP or Jute bags, 1 kg; 2 kg; 5kg plastic bags, depending on the specific requirements of the buyer. Rice is shipped in Break-bulk form, containers are used only if contract specifies accordingly. But for Basmati exports most of orders are container wise. Delivery is made after opening a letter of credit (L/C), or on DA basis. Indian exporters do not have the advantage of knowing the prices Quote on a daily basis, by other exporters for a particular grade; hence, Indian quotes for a grade tend to vary in a wide range of US $ 25 to 40 per tonne. Indian obtain market intelligence through several sources including Indian embassies abroad, foreign visits, internet, trade, enquiries, overseas business contacts etc. Transport Infrastructure The paddy is imported to the nearby mills by truck, which are either owned by the mill or hired. Similarly truck transport is the most common method of transporting rice from the mill to the port. Rail transport is rarely used, due to a variety of reasons: The incidence of truck transport before and after rail transport i.e. from mill to railway station to port increases the cost. There is a shortage of railway wagons in the peak season. The unreliability of rail transport, given the low priority accorded to goods transport by the railways. The higher incidence of leakage (pilferage) in rail transport. The cost of truck transport, from Punjab to Kandla (the most commonly used port for rice exports) is Rs per tonne for a 10 Tonne truck, which is very high. Moreover the government s regulation that only nine Tonne truck can be used has further

9 Export of Indian Rice: A Case Study 153 increased the cost per tonne. The normal practice, as is understood, is over to load the truck up to 12 Tonne. Port Infrastructure Kandla, Mumbai, Kakinara and Kolkatta are the principal ports, as far as rice exports are concerned, with Kandla having the highest share of around 45 to 50 per cent. Handling in the Port The activities incurred at the port are: Fumigation Custom Clearance Moving inside the port Documentation by Clearing agent Bill of landing Certificate of origin Drawback processing Credit Terms and Finance Major portion of the total investment The major sources of finance for the Indian exporters areb ank limits, own capital, and packing credit limits. Issuing Shares is financed by various Banks and Financial Institutions. The exporters finance their operations through bank limits which are at the interest rate of around 7-8 per cent. However the mind set is changing and some of the exporters have started realizing the importance of raising funds from the general public. Satnam Overseas, Khushi Ram Bihari Lal etc. have started raising funds by issuing shares in the stock market. Delivery is made after opening a letter of credit (L/C), or on Documents Acceptance (DA) basis. Thus the payment to be received is secured and there is less risk of other party defaulting. In order to cover the exchange rate risks, the exports are using the services of the exchange brokers and banks. These brokers and bankers hedge the transactions in future markets to prevent the exports from any sort of adverse situations arising because of fluctuations in the Exchange rates.

10 154 Agriculture and Rural Development in India REFERENCES Bhandari, L. and Kale, S. (2009). Haryana Performance, Facts and Figures. Pearson Power, New Delhi, pp Dev, S.M. (2009). Structural Reforms and Agriculture: Issues and Policies. Key note paper for the 92 nd annual conference of the Indian Economic Association, December, Bhubaneswar, Orissa. Dev, S.M. and Rao, N.C. (2010). Agricultural Price Policy, Farm Profitability and Food Security. Economic and Political Weekly, June 26, Vol. XLV, No : Dorosh, P., (2001). Trade Liberalization and National Food Security: Rice Trade between India and Bangladesh. World Development, 29 (4): GOI (2008). Eleventh Five Year Plan , III Volume: Agriculture, Rural development, Industry Services and Physical Infrastructure, Planning Commission, Government of India, New Delhi, Oxford Printing Press. Gulati, A. and Narayan, S., (2003). Rice Trade Liberalization and Poverty. Economic and Political Weekly, Vol. 38, No. 1, Jan. 4-10, pp Jha, V. (2006). India and Doha Work Programme Opportunities and Challenges, Macmillan Publishing Co., New Delhi. Sachdev, S., (2000). Agricultural Export of India- Lessons from East Asia, New Century Publications, New Delhi. Sekhar, C.S.C., (2008). World Rice Crisis: Issues and Options. Economic and Political Weekly, June, pp Warr, P.G. (2001). Welfare and Distributional Effects of an Export Tax: Thailand Rice Premium. American Journal of Agriculture Economics, 83(4), pp

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