THE EDITORIAL

Address,
CONTENTS:
Today, with the fast pace of life affecting the general heath of
individuals, people in India are becoming increasingly aware of
natural ways to good health. In order to maintain a healthy
digestive system it is essential we consume the ‘good-for-you’ • Cover Story
food, but this time its all about food that contains live micro-
organisms. Probiotics are the latest in category of good-for you - Are we ‘pro’ for Probiotics?...........................3
food.

The worldwide market for probiotics is ripening fast. However, in

India, the market has just been conceived. The awareness of
probiotics amongst the masses is still moving at the slower pace. • Back to Society
In light of this, we have decided to take up the Indian Probiotic
market as the subject of matter for this issue.
--CSR Initiative by PANACEA BIOTEC LTD…4.
An intensive study has been done by the students of PUMBA in
determining the awareness of probiotics in the Indian Market.

We also bring to you an exclusive Interview with Mr.Vishwajit

Chauhan of GCMMF Ltd, highlighting on current market scenario
• BT News
of Probiotic Industry
--The Pro-Straw…………………………………5
We also present to you one of the 12 part series of notable CSR
Initiatives. The article titled “Back to Society” this time covers the --The Mega Food Park…………………………6
initiative by PANACEA BIOTEC Ltd.

In BT News section, we bring to you the latest developments in

the Probiotic Sector. • Candid Talk
In addition, a Section to keep you updated on happenings in --Interview with Mr.Vishwajit Chauhan- AMUL. 7
PUMBA has been included.

Your feedbacks and suggestions are welcome at

• PUMBA News
thepumbagazette@gmail.com
--The Beginning………………………………8
“To learn to read is to light a fire; every syllable that is
spelled out is a spark.”
-Victor Hugo

Sincerely yours,

Chief Editor: Ms.Prachi Waral (MBA BT)

The PUMBA Gazette team

(The detailed project report shall be provided on enquiry, kindly

send in your enquiries at thepumbagazette@gmail.com)

2
ARE WE ‘PRO’ FOR PROBIOTICS???
In today’s hectic lifestyles, a large number of people are becoming
health conscious and realizing the importance of a healthy diet
with high nutrition content. Due to this, an increasing trend had
been seen in the use of Probiotic products.
Probiotics is a relatively new segment of the Indian food industry
and the market in India is in its early stages. The major players in
this market include Amul, Mother Dairy, Nestle and Yakult. The
products available include innovative probiotic drinks, ice creams,
curd and sweeteners.
In order to understand the potential of Probiotics in Tier Ι cities, the
PUMBA Gazette Team conducted a survey to study the
awareness and usage of Probiotics in Pune region. The survey
sample included consumers as well as retailers.
Of the surveyed sample, 45% of the consumers were unaware of
probiotics. Also about 34% of the sample surveyed were aware of
probiotics but did not use them. The major reason for this was
confusion about the benefits of probiotics in the minds of the
people. Availability was also found to be a factor for limited usage.
It was observed that Probiotics are not easily available in a city
like Pune. The survey on retailers revealed that there is a demand
for probiotics but the supply is not in accordance to the demand.
Television was found to be the main source of information about
probiotics.
Most of the existing consumers have been using probiotics for the
past 1-2years. In addition, the data collected from consumers and
retailers revealed that the use of probiotics has increased in the
last couple of years.
It was found that Prolife, which is a probiotic sugar free ice
cream, from Amul, is the most popularly, used probiotic food. This
was followed by Nutrifit (Mother Dairy) and then Nesvita (Nestle).
3
About 90% of the consumers were of the opinion that more
awareness should be created and 2/3rd of the existing consumers
preferred probiotics to normal foods mainly due to their nutritional
value.
It was seen that there is a good potential for probiotics in a Tier 1
city like Pune since around 55% of the sample surveyed were
aware of these products. In addition to this a major chunk of the
aware sample, were not using probiotics. Thus, Pune can be a
very latent market as far as probiotics are concerned.
Suggestions & Recommendations
In order to explore Tier 1 cities as a market for probiotics:
1) The awareness among the population could be increased via
vigorous and educational advertisements by manufacturers
through: Print media, Electronic media, Internet & Workshops
Television has found to be very influential in increasing
penetration amongst consumers. Hence, this medium should be
exploited to the maximum. More number of ads for probiotic
products should be commissioned. Such ads should give specific
emphasis on the nutritional and other benefits conferred by this
product, as consumers are not aware of the exact benefits.
2) Better positioning and display of probiotic products at retail
outlets should be done so that people do not confuse them with
conventional products.
3) Lesser price of products and discounts at regular intervals may
be provided, as most of the consumers were found to be reluctant
to shell out extra money for them.
4) Door to door marketing of the products should be done to
create more awareness. Probiotic products should be made easily
available.
________________________________________________
Compiled By: Dhruva Deshpande, Mariyam, Minal Ambre, Nidhi
Nirmal, Ruchi Bharadwaj, Rutuja Patil, Sarabpreet Bindra,
Snigdha Sinha, Soumya Gupta
Mentor: Mrs. Pratibha Bhide, Faculty (PUMBA)
BACK TO SOCIETY: A CSR Initiative by
PANACEA BIOTEC LTD.
Panacea Biotec has not just made its name to the top biotech
companies of the nation but has been also working closely towards the
development of society, in line with its philosophy of creating happier
and healthier society. Health, education, disaster relief and patient
awareness are the areas of priority. Assistance to the tribal sects is not
ruled out either. Also, the company takes important measures towards
safety regulations and pays attention to the environment. The
company, thus, has an integrated approach to uplift the society, both
medically and socially. It is regularly providing financial assistance/
sponsorship for pursuing postgraduates / doctorate studies, attending
International Conferences and carrying out Research Projects in
various Institutes & Universities.
The Company regularly takes initiatives towards fulfilling its corporate
social responsibility including:
-- Transplant Fortnight: Patient awareness activities spread across
India covering 72 Organ Transplant centres and drawing more than
3500 patients. Major emphasis was given on ways and means to
improve the Post-transplant life of transplant recipients.
-- Patient home delivery for Transplant drugs.
-- Donation of life saving drugs to hospitals.
-- Part of their CSR activity also includes creating awareness for
Hyperphosphatemia by organizing Phosphorous & Calcium screening
camps.
-- Organization of various renal function detection camps as a part of
the awareness towards prevention of Chronic Kidney Disease on
World Kidney Day.
-- Diacar SBU was vigorously involved in spreading awareness and
facilitating detection for diabetes and neuropathic complications of
diabetes through regular diabetes detection and neuropathy screening
initiatives.
-- Osteoporosis, estimated to afflict 30% of Indian population not only
has a huge morbidity burden but also is a leading cause of death in
older patients due to hip fractures. Early diagnosis of osteoporosis can
help control the condition largely. The company uses its BMD
machines to conduct highly subsidized tests to measure bone mineral
density of patients. In last 12 months, Panacea has screened more
than 100,000 patients.
-- On World Piles Day, 20th November, the Company conducted 145
Piles detection camps across geographies in India with a view to
facilitate piles detection across all strata of patient population and to
bring awareness for piles.
-- It is one of the first Indian companies to successfully run a month
long Breast Cancer Awareness Program to create awareness on
“Importance of Early Detection in Breast Cancer”.
4
Doctor’s Day: Continuing the gesture of showing it is
gratitude towards the medical fraternity, the company wished
all the doctors, a happy Doctor’s Day on 1st July. Messages
of good wishes from the Chairman Mr. Soshil Kumar Jain for
the doctors were released through Newspapers, SMS as
well as FM Radio. The patients were also encouraged to
show their gratitude towards their doctors by wishing them
on the occasion. Many doctors responded to the message of
the Chairman by sending e-mails and SMS. This pioneering
activity from Panacea Biotec would strengthen the
relationship between the doctors and the people at large.
CHINH: During the year under review, the Company
continued to support CHINH to make a difference in lives of
nomads in foothills of Aravali and began a tradition of
development that must continue. CHINH is an NGO’s
initiative to support Nomadic communities in generating
livelihood through harnessing their traditional wisdom, art
and culture. Dedicated to nomads of India, this initiative’s
prime focus is helping future generation of nomads in
creating space for them in civil society and encouraging
them to lead a life of dignity.
Muktidhara, an NGO in Rajasthan is lighting the path to
liberation by making the wheels halt for those perennially on
wheels. Attempts to settle various Indian nomadic tribes and
integrating them with civil communities have borne fruit. The
next step is to find new means of livelihood for Banjara,
Bawaria, Sapera, Bhopa Nat and several other nomadic
tribes.
Panacea Biotec undertakes all its operations with high
concern for safety, health and environment and is committed
to maintaining high standards in these areas. Substantial
investments have been made in setting up Effluent
Treatment Plant and in developing a “Green Belt” at the
manufacturing sites at Lalru & Baddi to prevent possible
adverse environmental impact on the community. The
vaccine R&D facility has been created with classified
laboratories including BL-3 facility for carrying out certain
R&D activities, which require containment. All personnel
working in R&D are vaccinated as per the Vaccination
Policy. Bio-waste is disposed off as per the bio-waste
management system. Bio-safety Committee periodically
reviews all the bio-safety measures in R&D.
The Company has installed Modern Fire Hydrant System
with sprinkler system and smoke detection & sensing
devices at its all-major facilities, for an early detection and
extinguishing of accidental fire. Regular training is also
provided to the Company’s employees about the importance
of safety in day-to-day life in general and works in particular.
The integration of environment friendly measures and
cleaner production practices in the business process has
resulted in better efficiency of operations.
_______________________________________________
Complied By: Ameya Budukh ( MBA-BT Sem III)
Special thanks to Ms. Veenu Kapoor and
Mr. Santosh Singh ( Panacea Biotec)
Probiotic Straws for GOOD HEALTH
After recently joining forces with the packaging giant Tetra
Pak to introduce its new on-pack probiotic straw on Tetra
Pak aseptic packages, Unistraw has now granted Danisco
worldwide exclusive rights to sell and market its
internationally-patented straw concept for use with
HOWARU ™ premium probiotics. This award-winning
concept from Unistraw will allow consumers to sip a
probiotic daily dose with any of their favourite beverages.
Currently, probiotics are largely restricted to chilled
applications especially dairy products and have a short
shelf life. However, the HOWARU ™ Straws offer a
convenient dry format, ideal for ensuring the delivery of a
highly stable dose of live probiotic bacteria, without
requiring chilled storage or distribution. The Unistraw is a
patented straw-drinking and delivery technology that adds
flavors, nutrition, energy or fortification through beads
(‘Unibeads’). Dry, stable ‘Unibeads’ are incorporated on
filters at both ends of the straw , these beads then
dissolve through liquid passing through the straw,
delivering additional probiotics to a consumer along with
the beverage.
Probiotic straws provide a clinical dose to a beverage at
the point of consumption and, in theory, preserve the
integrity of the ‘dormant strains’ that only becomes active
when liquid is introduced to the straw. The bacterial
cultures responsible for all this are L. reuteri, which are
located inside the straw. Studies have shown L. reuteri to
be free from side effects, even when administered in
doses widely exceeding the levels normally contained in
Reuteri products. These bacteria are tasteless and
odorless. Each Probiotic Straw contains 100 million
organisms. Good bacterial levels begin to appear in the
intestines within a few days of starting supplements of
these straws. The straws can be used by any child or
adult and can also be used with juice boxes and pouches
because of the pointed end that can punch through foil.
5
BioGaia is another player in probiotic straws. The
company has been developing probiotic straws for
several years but progress has been admittedly
slow with sales at “low volumes” for three years in
half a dozen markets. But in the company’s Q3
results, which saw its operating profit surge 557 per
cent from €330,000 to €1.84m, a recent deal was
highlighted that sees its probiotic-laden straws
being used with Nestlé children’s products called
Boost Kid Essentials in the US. The price of one
Biostraw is approximately $ 28.99. BioGaia is also
developing a bottle cap that works on a similar
delivery principle for the gut health and immunity
boosting bacteria.
This new concept opens up new marketing options
for beverage and milk manufacturers who will be
able to offer probiotics for long shelf-life
applications, thanks to the Probiotic Straws.
Danisco has already successfully launched its first
product with this technology-
Sipahh™, milk-flavoring straws- in over 70 markets
around the world. Danisco and Unistraw expect
Tetra Pak’s Tetra Brik Aseptic cartons to be able to
carry the probiotic straws from mid-2009.
Thus a daily dose of Probiotic Straw will boost
immune system and keep the individual in good
health.
Western India’s first Mega Food Park
The first Mega Food Park in Western India under the
Ministry of Food Processing Industries (Govt. of India) Mega
Food Park scheme in the 11th 5-year plan has been given to
the Pune based Chordia Group. The Western Agri Food
Park was inaugurated on February 28, 2009 at the hands of
Union Minister of State Food processing industries, Govt. of
India, Mr. Subodhkant Sahai, along with Union Minister for
Agriculture and Food and Civil Supplies Mr. Sharad Pawar.
This food park will be built on 75 acres of land and is located
at Shirwal in Satara district of Maharashtra. The investments
will be Rs. 120 crores for the common facilities and will
leverage investment of about Rs. 500 crores in processing
units. The Central Government will contribute Rs. 50 crores
towards common facilities in the Mega Food Park.
Apart from Chordia Food Products of the Chordia Group,
Western Agri Food Park Private Limited will have Pravin
Masalewale, Akruti City Ltd, Ashoka Builders Nasik Pvt. Ltd.,
Poona Dal and Besan Mills as other promoters.
Though India’s agricultural production has grown manifolds,
we have been processing only 10% of the food we produce
as against the world average of 60%. Thus, the objective of
the Mega Food Park scheme is to help catalyze the food-
processing sector in the country by increasing the
processing level by at least 8-10%.
6
The park will have common processing facilities
for seasonal fruits & vegetables, washing, sorting
& grading facility, storage facility, quality control
lab, pre-cooling units, packaging facility, and basic
infrastructure facilities like water treatment plant,
ETP, electric sub- station, conference hall, guest
house etc. The park will also be setting up
collection centers in Pune and Satara district and
will have mobile collection centers for other
locations. It is expected to generate direct and
indirect employment for around 15,000 people.
Investors setting-up processing units in the food
park, have to enter into contracts with farmers.
The farmers will supply fruits or vegetables at pre-
determined rates; this will thus assure farmers of
an income and the food processors of raw
material.
Hence, a well-expanded and matured food-
processing sector in the country will play an
important role to optimize its agricultural produce
and lift the farmers’ economic status.
Compiled By: Tejaswini Lunkad (MBA-BT, Sem III)
“There is no hindrance for the Probiotic
market, rather confusion-Mass
awareness still LACKING…”
Mr.Vishwajit Chauhan is working with GCMMF Ltd, (Ice-
cream Division) as an Executive (Marketing).
The PUMBA Gazette team exclusively interviewed him on
the Indian Probiotic Market.
Q. In developed countries, probiotics has an eminent
presence. However, these were introduced late in India.
What is the current scenario of the probiotic industry
with respect to the Indian market?
Ans. Since last 5 to 6 years, several MNCs are said to have
planned to launch probiotic food products in India, but Amul
is the only company to introduce probiotics in a large-scale
manner to every corner of the nation in the form of cost
effective and value added products like ice cream, dahi,
lassi etc. Amul leads probiotic food market in India.
Q. According to a study carried out by MBA students at
PUMBA, the consumer perception was found to be
sceptical about probiotics. What are your views on
this?
Ans. Consumers were never sceptical about probiotics.
There are several traditional products in India that contain
probiotics e.g. butter milk, dahi etc. People consume these
products for the goodness of probiotics, but they were
never aware of it. Awareness for probiotics needs to be
increased in India.
Q. Has consumer acceptability hindered the growth of
the Probiotic Industry? If yes, according to you what
are the solutions?
Ans. We have grown by more than 100% in probiotic ice
creams, we will continue with this trend as more, and more
number of consumers are inquiring about probiotics. There
is no hindrance in the market, but rather confusion, as we
said that mass awareness is still lacking.
Q. Generally it has been observed that prices of
probiotic products are higher than the normal dairy
products. According to you, how are these products
positioned in the minds of the consumers?
Ans.Some consumers might be willing to pay extra for any
new benefit added to their product, which is true in case of
SEC A class consumers mostly, but we target all segments
of society for probiotics, so that we can contribute for
making our country healthy. Our products are very cost
effective. A 60ml Amul Pro-life Probiotic Chocobar costs
Rs.12/- to the consumer. Consumers get benefit of
probiotics only if they take them regularly. As awareness for
health is increasing day by day, probiotics is in the first line
of the menu.
7
Q.AMUL is present in the traditional ice-cream segment
also. How do the marketing strategies differ?
Ans. We do not want to limit probiotics to a certain group of
people. We want to make it available for everyone. Our
marketing strategy is to increase awareness of probiotics.
Q. Are there any significant differences in the supply
chain of traditional & probiotic dairy products?
Ans.No. Both products go through same frozen supply
chain.
Q. Which countries does AMUL export its probiotics
products?
Ans. We are exporting probiotic ice creams currently to
Singapore, Bahrain, Qatar, UAE etc.
Q. Are there any differences in the packaging of these
products?
Ans.We have different pack size and design for probiotic
products, so that consumers can notice them immediately.
We have created new sub brand “Amul Prolife” for probiotic
products. Pack size for ice cream cups is 125ml, which was
unique for a long time in our product portfolio when we
launched probiotics in January 2007. The 500ml take away
pack in Prolife ice cream is also unique in design.
Q.Which markets currently look lucrative for probiotic
products?
Ans. As awareness of probiotics is high amongst urban
population, we anticipate to get rapid growth in metro cities
initially.
Q.What is the future prospects of the probiotic industry
in India?
Ans. Probiotic food products have a vast scope in India.
Nowadays, people are shifting from nutritional products to
healthy products to counter the lifestyle diseases occurring
due to stress, strain and changing food habits.
Compiled By: The PUMBA Gazette Interview Team
Special Thanks: Mr.S.P.Singh (Amul), Mr Dhagat (Amul)
and Mr.Shashank Kumar
PUMBA NEWS
The Beginning...

Management is a continuously evolving discipline
because of the dynamic nature of business. With
exponential growth in technology and information, it
has become all the more relevant.
An MBA has been traditionally studied as the
functional specializations of marketing, finance,
human resources and operations. However, with
changing environment of doing business,
management has acquired a new paradigm and an
MBA program customized to suit the varied needs of
the industry has become necessary. Any new change
is viewed, as being against a tradition but MBA in
Biotechnology program started by the University of
Pune in the year 2002 is not Iconoclastic, it is just
ahead of its time.
The MBA-biotechnology program initiated by the
University of Pune has a student intake of 60 each
year with students coming majorly from life sciences
background.
Candidates are selected based on their scores in an
all India entrance examination AIMS Test for
Management Admissions (ATMA) and the combined
GD/PI Marks
The GD/PI’s are usually conducted in the 1st week of
June.
With almost 90% of the admission process of 2009-
2011 batches being complete, the students are either
awaiting their final college commencement dates or
the CAP round result.
With all the admission process for the respective
courses being in full swing, an air of enthusiasm and
excitement is moving through PUMBA.
The new aspirants are both enthusiastic and nervous
about their new beginning, while the seniors are
eagerly waiting for their fellow juniors. The office staff
is busy with the hustle –bustle of the admin work,
putting in their best to maintain the process accurate
and transparent, whereas the faculty and
management , apart from selecting the best of the
candidates , is also engrossed in keep up pace with
the dynamically changing industry. This pace is
maintained by regularly scrutinizing the course
curriculum and delivery nothing but the best.
Every year the course is updated to keep up with the
frenetic pace of change. Every year the current batch
achieves a new milestone passing on the baton to the
next to continue the journey. Success after all is not
ephemeral; it is not a destination but a journey, which
is eternal, a process of continuous improvement.
PUMBA would proudly welcome all its new PUMBA-
ites, giving them a stage to realize their potential,
transforming their dreams to realities, scaling newer
summits time and again.
After all, when the summit becomes a base camp,
what’s our benchmark??

MBA Biotech aspirants are enthusiastically awaiting

their college commencement dates.
2009-2011 would a PUMBA’s Proud 8th MBA-
Biotechnology Batch

On the other hand 2009-2011 MBA ++ batch have

wrapped up with their CET Results and the GD/PI’s.
Admission applications have been pouring in largely
and candidates are waiting to see themselves in the
First merit list.

Leading with the admission process, is the executive

MBA course that has successfully finished its
admissions for 2009 batch, and the college for the
same would be commencing from 1st week of July.