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4 A WIN-WIN FORMULA - ‘MAKE, DEVELOP & SKILL IN
INDIA; EXPORT FROM INDIA’
A WIN-WIN
FORMULA
‘MAKE,
DEVELOP
& SKILL
IN INDIA;
EXPORT
FROM INDIA’
4
SPECIAL REPORT
Q Excellency, it’s a privilege to be with you again this as part of the wider FTA negotiations. The Netherlands and
year. In the light of Indian government terminating bilateral India are too important business partners for each other.
investment protection treaties with all European nations, has
the time come for India-EU Free Trade Agreement (FTA)? Q Give us a sense of collaboration between the
A The time is right now. By the way, the Indian government Netherlands and Indian government’s flagship schemes
has also terminated bilateral investment protection treaties such as ‘Make in India’, ‘Digital India’, ‘Smart Cities’,
with countries outside the European Union. ‘Clean India’, etc.
As the Netherlands cannot renegotiate with India, now the A I always tell Dutch companies that if they want to
European Commission has been mandated to negotiate with export to, and do business with India, they have to find an
India on two fronts - on creating a follow up for the bilateral Indian partner. Take greenhouse - you cannot just export the
investment protection treaties and on an India-EU Free Trade Dutch greenhouse to India. It has to be adapted to Indian
Agreement. requirements. And the (main frame) parts which can be build
The European Union is the No. 1 investor in India and in India have to be built in India, otherwise it will be too
unlike China, although we are the largest trading partner, we expensive. You can import the high tech components from
do not leave India with a deficit on its trade balance with the the Netherlands. For all of that, you need an Indian partner.
EU. While the Netherlands is India’s fourth largest source ‘Make in India’ provides great opportunities for Dutch
of Foreign Direct Investment (FDI), India is the fifth largest companies that wish to expand their presence. It’s not just
investor in Holland. On top of that, 20 percent of India’s about ‘Make in India’, but ‘Develop & Skill in India’. In the
total exports to European Union are entering the EU through past two months, I was present at the launching of two India/
the Netherlands. Therefore, there is no reason not to start Dutch Joint Ventures’ production plants and one R&D centre.
negotiations on India-EU FTA. There are several successful Joint Ventures (JVs)
between Dutch and Indian companies. The Indian companies
Q Do you expect some adjustment in bilateral tax treaty are interested in Dutch technologies (we are the 4th
between the Netherlands and India? Is it true that the most innovative economy in the world) and the Dutch
cost of capital for European investors will rise without the are interested in India’s unique selling points - low cost
protection of an underlying bilateral agreement? innovation and incredible scaling up.
A It is our responsibility to ensure that tax treaties do not On top of that, India has a very young population and a
become a vehicle for tax evasion. In that respect, I can say fast expanding base of the middle class. That makes your
that the India-Netherlands tax treaty is straightforward and consumer goods market growing at a rate of 15 percent per
therefore is not being misused by companies. At the moment, year; can you imagine every year 15 percent more televisions,
bilateral negotiations on the treaty are not foreseen. airline tickets, and holiday packages. India is just beginning.
I assume that the second part of your question refers to the Wait and see!
bilateral investment protection treaty. With no protection of an
underlying bilateral agreement, export insurance companies Q Dutch design is about respecting end-users and
will not cover risks of certain transactions. In that sense, it is designing for context. Given its systematic approach of
imperative that the EU and India start negotiations quickly blending the practical with the aesthetic and an inclusive
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SPECIAL REPORT
vision of society, do you think it is well oriented to work for as agriculture, food chain management, food processing,
India’s lower income and marginal communities? logistics, water treatment, irrigation, inland waterways, life
A What the large Dutch corporations have discovered science and health, etc.
is that India is the place to do your R&D because here you
have science and maths in your DNA. And parents love their Q Tell us about the various ways in which the
children to become engineers. The Dutch engineers are more Dutch Embassy in New Delhi promotes the interests of
out-of-the-box thinkers. You combine those two types and you entrepreneurs in the agri-food sector.
get incredible solutions. I have seen that. The scale at which A In the agri-food sector, the Dutch Embassy in New
India has to find solutions for its problems is unprecedented. Delhi is creating Centres of Excellence of Agriculture in 10
One thing is sure - you’ll find those solutions. Indian states. The idea is that in cooperation between the
Dutch government, the Indian States, the Indian and Dutch
Q With India emerging as the world’s fastest growing knowledge and skill institutions, and Indian and Dutch
economy, what are the additional reforms that you expect companies, transfer of agro-knowledge and experience will
from the Indian Prime Minister Narendra Modi? take place. Then, we have programs with which we support
A The best this Union government did was that although Dutch companies to establish themselves in India. It is a
they are continuously confronted with elections, they did not win-win situation - companies which were producing the
relax the budget discipline. They did not start handing out the entire agricultural machines in the Netherlands, now build
money to get votes. That’s how inflation came down. That’s the main frame of the machine in India and add the high tech
how interest rates came down. That’s how the Rupee is now from the Netherlands. By doing this, they become much more
one of the most stable currencies of emerging economies. That’s competitive. They create a new turnover in India and on top
how the IMF can now declare that India has created a solid of that started exporting from India to destinations all over
base for continued growth in the future. And that’s why India the world! As a result, their turnover in the Netherlands also
has performed exceptionally well amongst the BRICS nations. increases. That is what I call win-win.
Demonetisation will certainly have a positive impact in
the long term, one of it being higher tax revenues. In my Q Despite sharing a great deal of common cultural
country, the tax revenues account to 42 percent of our GDP. heritage stemming from the 17th and 18th centuries when
In India, tax revenues are only 15 percent of GDP. How can the Dutch East India Company (VOC) had trading posts
you expect your economy to grow further? Who will finance in India, it seems a lot needs to be done given the lack of
the infrastructure you need for growth, for jobs. You have to awareness. What, in your opinion, the two governments
increase your tax revenues and demonetisation contributes must focus on to further strengthen the cultural relations?
to that. A Our shared cultural heritage is important for both
And then, during the last 2-3 years, India has finally started countries. However, we should not only focus on restoring
bleeping on the global radar screens. I noticed an enormous old buildings. It won’t work if the public doesn’t see the
increase in interest amongst Dutch companies to engage in value of preserving it. You have a very young population
business with India. and of course they look forward, not back but there always
However, more needs to be done when it comes to the Ease comes a moment when the public wants to know where
of Doing Business including market access and intellectual they came from. And a very short part of your history, we
property rights. share with you.
Land acquisition and labour laws have been left to state Talking about the young population - our focus is on
governments, because these could not be settled at the Centre. students. All Dutch speak English, there are studies in English
This means the states are now competing for investments, and the cost of living and rental are low in the Netherlands
competitive federalism in other words. Let’s see which state when compared to UK and the US. Currently, there are 3000
will be able to attract investments, make their economy grow Indians staying in the safe and comfortable environment of
and create jobs. the Netherlands. They joined the largest Hindustani diaspora
on the European continent.
Q The Netherlands is a major investor in India. Could On tourism, it is important to mention that the connectivity
you identify the sectors of Indian economy wherein lucrative between India and the Netherlands has increased enormously
opportunities exist for Dutch companies? with the daily, non-stop flights of Jet Airways to Amsterdam.
A There are several sectors of Indian economy wherein The number of Indian tourists to Holland increased 30 percent
interesting opportunities exist for Dutch companies such between 2015 and 2016. ■
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SPECIAL REPORT
KONINGSDAG
THE BIGGEST BIRTHDAY
PARTY IN THE WORLD?
BY DIPLOMATIST BUREAU
A
pril 27 is King’s Day, a national day of celebration
in the Netherlands and for Dutch people around
the world in honour of King Willem-Alexander’s
birthday.
This year’s Koningsdag is only the fourth of its kind.
Before 2014, the Netherlands celebrated Queen’s Day, which
Queen Beatrix, who Willem-Alexander succeeded in 2013,
held only three days after the current date.
Her birthday is actually in January, in the middle of
winter, so postponing the celebrations was a wise decision
considering that they largely take place outside.
Besides, the Dutch were already used to celebrating
the birthday and Koninginnedag of the late Queen Juliana,
Beatrix’s mother on April 30. Painting the whole Country Orange
King Willem-Alexander has spent the last three King’s It is certainly fair to say that the Netherlands turns orange
Days in De Rijp, Amstelveen, Dordrecht and Zwolle and will on King’s Day. Partygoers wear orange hats, dress in orange
be celebrating in Tilburg this year, continuing his mother’s and even paint their faces or dye their hair orange. In addition
tradition of spending the day in a different city every year. to that, cities are decorated with flags and, you might have
guessed, all things orange – some people will even dress
up their pets. Why orange you ask? It is more than just the
theme of the day. The answer lies in the Royal House that
FUN FACTS King Willem-Alexander and his predecessors belong to; the
• The capital of the Netherlands, Amsterdam, has House of Orange-Nassau. Hence, orange is also the country’s
a population of 822,272 but its population is nearly national colour.
twice that on King’s Day due to the city’s many visitors
• Tompouce the Dutch go-to pastry sees a 600 A time to Celebrate!
percent increase in sales and is of course also sold in Apart from boat parades, markets and partying in the
orange on King’s Day streets, there are also huge concerts and festivals across the
• Besides delicious food, Amsterdam’s partygoers country. Amsterdam alone is expecting over 135,000 people
drink more than 500,000 cups of equally delicious at its 12 major dance festivals. Celebrating the monarch’s
beverages on King’s Day birthday has been a long running tradition and a display of
• King’s Day is celebrated across the world, for patriotism and happiness and 2017 will be no exception. All
example in the numerous diplomatic missions of the that is left to say is Happy Birthday! ■
Kingdom of the Netherlands
Source: iamsterdam.com
7
Q Could you please give us a very brief breakdown of
PATIENCE,
the top 5 business sectors for the Netherlands in India?
A Agriculture is a very strong sector; we are number two
THE ENTRY
plants for example. The last two would be the maritime
sector, including port development and dredging, and the
TICKET TO THE
fifth Life Sciences. But there are many more; there is for
instance a waste management cluster of Dutch companies
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SPECIAL REPORT
now is to convert that to the micro-level and create business Perseverance, Politeness and Partnership. That is your entry
opportunities for SMEs. ticket to the Indian market.
Q Architecture and interior design as well as TV shows, Q How does the Netherlands Foreign Investment
large festivals and gaming are only some of the areas of the Agency (NFIA) help foreign businesses planning to set up
exciting and fast growing Dutch creative industry. What can a presence in the Netherlands?
we expect in the next few years? A They are doing a lot of hand holding, informing Indian
A There’s actually more happening in that sector than companies about opportunities, benefits and the tax structure
meets the eye. You mentioned gaming and there’s actually and connecting them with local authorities. Because of this,
a serious gaming cluster that came to Hyderabad recently. we are seeing more and more Indian companies coming
There’s also a small group of Dutch companies that is very to the Netherlands to invest. We have a dedicated team in
successful in the architecture sector working on Smart Cities, India, both here in Delhi and in Mumbai and in recent years
airports and Aerocity in Delhi. A lot of Dutch companies they consistently overshot their targets. We would like the
have actually set up shop here. All in all, there are around Netherlands to be a hub for Indian products that are entering
200 Dutch companies established in India and the number the European market, be it through the ports of Rotterdam
is growing. or Amsterdam or Schiphol airport. The highest increase in
volume at Schiphol over the last year is the traffic between
Q The Dutch economy relies heavily on exports. Are India and the Netherlands. So India is clearly an enormous
you at all worried about the recent increase of protectionist growth market. The fact that we’re opening a brand new
tendencies around the world? consulate general in Bangalore is an illustration of the fact
A You are right, there are some protectionist tendencies that we see India as a country with a lot of potential.
and exports are a real growth engine for the Netherlands but
we are not worried. We don’t really know how Brexit is going Q What are your thoughts on the ‘Triple helix’, the
to play out and we don’t know what will happen in the US Dutch approach of bridging the gap between government,
under President Trump, however, new markets are opening industry and academia and its role in developing new
up all over the world. Of course, traditionally, the Netherlands opportunities?
is a trading nation and a strong advocate for free trade. New A I think it’s going well! What we’re trying to do here is
free trade agreements are still being made through the WTO bring together Dutch and Indian academics and link them up
and, overall, I don’t think there is really much concern about with Dutch and Indian business consortia to jointly develop
these tendencies but it is of course still early to tell. We also innovative technologies that could be used to address societal
hope that there will be some progress on the inclusive and issues in India, be it on food processing, water treatment,
comprehensive free trade agreement between India and the solid waste management, or traffic control. These days we
European Union; that would be in the interest of both India would like to link up business opportunities with the wider
and the Netherlands. societal issues and we are seeing a huge interest from India
and the Netherlands in these projects. Mathematics, science
Q How have Prime Minister Modi’s new policies affected and technology seem to be in the Indian DNA. I am always
Dutch business ties with India? amazed by the quality of the graduate students and the quality
A There is definitely a buzz going on in the Netherlands; of engineers. That is fascinating and that is something that
the image of India as an attractive export and investment makes India a very fertile ground for developing the triple
destination has definitely improved in recent years. I see helix endeavours that we follow specifically in the field of
the interest of Dutch companies growing and I think Prime science and technology.
Minister Modi has contributed a lot to that by being very
active in improving the ease of doing business and by being Q What do the results of the recent general election
a good communicator. The first steps have been taken and we mean for the Netherlands in regard to trade and economics?
hope that this reform process will gain momentum and that A First of all, I think it’s a vote of confidence for the
more important reforms will take place. Not only the reform Prime Minister and his party. Now it’s up to them to form a
agenda is interesting to us but also the flagship projects like coalition government and depending on the makeup of the
Make in India, 100 Smart Cities or Clean Ganga. They offer coalition different policies will be implemented. The pro-EU
huge investment opportunities for Dutch companies and that parties have done better than expected and now we have to
is exactly what is happening right now. We say that for doing see what kind of coalition there will be but I don’t expect too
business in India, you have to follow the four Ps: Patience, many changes in terms of trade. ■
9
SPECIAL REPORT
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SPECIAL REPORT
innovate on your own but to import solutions. Quite recently, Q What are some of the most exciting innovations,
a high-level delegation from the Netherlands, comprised ‘Made in Holland’?
of representatives from government, science and industry, A Medical devices are a good example. There is a
visited New Delhi and Mumbai to learn about the challenges professor at Delft University of Technology who is very
that India is facing in the energy field. It was fascinating to good at creating low-cost, minimal-invasive technology.
see that ten years ago, we were in the same situation that India She has invented a flexible needle that can be controlled
is in now. We wanted to move into e-mobility but we didn’t manually. We organised funding in India and partnered
know how. We made quite a few mistakes, for instance when with local universities and now this project is picking up
it comes to electric cars. There was a lot of anxiety about their speed. Another example from this field is e-health. We have
range so we installed very costly charging infrastructure – an noticed that the distance between patient and hospital in the
entire fast-charger network – but it is hardly being used. We Netherlands is increasing due to specialisation. The same is
have learned that people adapt their habits to the range of their the case in India where many patients are in rural areas, far
cars and, besides, you can charge electric cars at any power away from hospitals. During the visit of our prime minister,
outlet. These experiences are very valuable to India and we we organised an e-health ‘hackathon’ and all kinds of apps
would like to share them and work together. for e-health were devised. Advances in telemedicine allow
doctors to monitor multiple operating theatres in various
Q The Netherlands is also one of the pioneers in Smart places across the country or even the world at the same time.
City technology. Why should our cities become smarter These products are made in Pune and the research is being
and how can Dutch companies help India accomplish this? done in Bangalore in the Philips healthcare research centre.
A We have a very interesting tool in the Netherlands called Then there are of course the IT projects on serious gaming
‘Partners for International Business’, which is subsidized by and cyber security and there is also an on-going project on
the government. Companies come together in various fields crowd management software that can detect stampedes thirty
from IT to serious gaming and health and try to enter new minutes before they happen. Thus, a lot of innovation is taking
markets. One of these consortia is active in the smart city place, not only ‘Made in Holland’ but ‘Co-created in India’.
initiative. Another great example here in Delhi is the Barapullah drain
Dutch companies are providing vital IT services and where the wastewater of about seven million people is being
software for waste management, e-grievances, e-health and directed into the Yamuna River untreated. Next to the entry
telemedicine among others. into the Yamuna, we are building a pilot demonstration plant
However, we need more than just the technology. I see in which the best researchers from the Netherlands and India
companies expecting the government to tell them what and from companies from both countries are working together
to do and give them the money to do it; the same applies to test the best technologies for cleaning and reusing water.
to scientists. However, what we believe in is bringing all We plan to talk to the local residents to see if they would be
the parties together. Representatives from government, willing to use this cleaned water afterwards. Multidisciplinary
science and industry, the triple helix as we call it, need to sit research is something that we are good at and that we can help
together with prospective buyers of houses in smart cities with by providing a model and bringing the greatest minds
and communicate. I see a perfect opportunity to make this of India and the Netherlands together to tackle the biggest
happen and the Netherlands is willing to assist India in this challenges that our countries face. If it works here, we can
endeavour, both by engaging stakeholders in dialogue and even export these solutions and new products to other places
by supplying Dutch technology. all over the world. ■
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SPECIAL REPORT
DUTCH
KNOW-HOW &
TECHNOLOGY
FOR INDIA
Q What is the biggest challenge in regard to agriculture Centres of Excellence where we train Indian farmers in the use
in the Netherlands? of Dutch technology, specifically made for the Indian market.
A The Indian agriculture sector is huge and they are
leaders in production in many subsections like potatoes or Q How do we increase the money in the hands of Indian
dairy but their productivity is still relatively low. We are the farmers?
leaders in agriculture technology and our challenge is to A Production chains are quite often inefficient and there
adapt these technologies to India. You can’t just bring in new are many middlemen involved. Farmers, quite often, earn
technology, you have to adapt it to the needs of the farmers far less than they should. We are quite good at agro-logistics
and that is our challenge and focus. and follow a chain approach in all our projects. We don’t
We cooperate with the Ministry of Agriculture, setting up want to focus on one aspect only but analyse how the whole
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SPECIAL REPORT
production chain is organised. Having more efficient chains chain and cold chain development and be of service in many
is something that farmers would really benefit from, not only other areas as well.
in terms of production but also for marketing their products.
Q Food security is becoming a real concern in light
Q Despite being a relatively small country, the of a steadily growing world population. What can be done
Netherlands is one of the world leaders in agriculture today so that we are prepared for the increases in demand?
exports. What makes the Dutch agriculture sector so A Several aspects play a role here. The growing
efficient? population, the growing economy, the growing middle class
A Our companies really focus on research and that wants better quality products available at all times, more
development, spending more than 20 percent on it. Of course pressure on agricultural land as cities grow, and climate
it is important that the research is going in the right direction. change also has its effects on agriculture. All in all, there
We ensure this by facilitating an exchange of ideas and are many challenges for the agriculture sector. Food losses
needs between government, private sector and research. The are quite high; up to 40 percent in some sectors. By making
government creates an enabling environment and sets rules; chains more efficient, you can already gain a lot and make
the private sector needs technology, which the researchers previous losses available for consumption. We are working
provide. In financing the research, the private sector has a on increasing productivity on the one hand and on resilience
say on what kind of research is being conducted, ensuring to climate change on the other.
that it is what society needs.
Q What is your advice to Indian agriculture
Q Considering the high output of the Dutch agriculture entrepreneurs?
sector, isn’t it a huge burden on the environment? A I see every farmer as a businessman. If you give him the
A I think we have to differentiate between horticulture tools, he will develop. The better his business environment,
and animal production. the better he will work. Farming is a nice business and an
In regard to horticulture, we have one of the cleanest honourable job. We try to show farmers, e.g. through case
productions in the world. Our greenhouses hardly use any studies, which technologies are useful for which market
pesticides. Instead of chemicals, we opt for biological pest segment, what kind of prices can be expected for the quality of
control, using insects such as bumblebees. We would really their products, and what the prospects of certain investments
like to bring this clean system over to India. We also have are. The Dutch government is working on a cluster approach,
innovative ways of dealing with manure. Previously, it had inviting companies to come to us in groups, e.g. one for dairy,
been a burden but now it has become a useful commodity. one for fruit, one for horticulture and so on. We connect
Besides using it as fertilizer, there are now more modern them to Indian partners and facilitate knowledge sharing
applications like using it as a material for t-shirts. We also and training. All these clusters have three-year action plans,
overcame challenges in regard to the use of antibiotics in including workshops, seminars, road shows and we facilitate
animal production. We have decreased the use by more than all of it.
50 percent and are sharing our knowledge with India as part of
our involvement in the Indian flagship One Health programme. Q Is there one sector that you are particularly excited
about at the moment?
Q There is so much knowledge and technology sharing A When it comes to dairy, we are currently working on
between the Netherlands and India. What kind of impact collaborating on a larger scale. Indian cows have a pretty low
will this have on the business of agriculture in the next five productivity and one of our companies in dairy genetics has
years? Will there be tangible effects? been quite successful at enhancing the genetics and increase
A Yes I think so. However, around 600 million Indians productivity. The National Dairy Development Board has
are involved in agriculture, so any changes will take time. also identified the Netherlands as having the best capacity
The makeup of the industry will not change to large scale development training capability in the dairy sector. This is
farming in the near future because that would bring huge why we are now seeing Indians being sent to these centres in
social problems. Small-scale farming will stay but there the Netherlands to receive training in nutritional added value,
will be a shift from low-value to high-value production and genetics and farm management. ■
that’s where we can help. We want to supply technology and
know-how and that is what we are doing in India. We can help For more Indo-Dutch cooperation on agriculture,
India achieve food and nutrition security, speed up production see: http://id-agriculture.com/
13
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SPECIAL REPORT
THE NETHERLANDS
AND INDIA
COLLABORATION
BY M KHALID AFTAB
I
ndia has developed into a rapidly expanding economy, During the visit, both prime minister held wide-ranging
focused on technological development and technical and discussions on bilateral and global issues of mutual interest
scientific cooperation. Trade and investment cooperation, with 35 CEOs of leading industries of both countries.
a key component of the India–Netherlands relationship, has The two prime ministers expressed satisfaction at the
shown satisfactory growth over the years. longstanding and historical bonds of friendship between the
The Netherlands remains among the top 10 partners of two countries spanning over four centuries and shared values
India in terms of trade volume with positive balance of trade of democracy, pluralism, multiculturalism, human rights and
in favour of India. It is also one of the largest investors in rule of law.
terms of Foreign Direct Investment (FDI) into India with Expressing satisfaction at the growing political, economic,
Indian investments into the Netherlands during the period institutional and people-to-people exchanges and cooperation,
1996-2010 amounting to $11.46 billion and FDI inflows from they welcomed the new momentum in bilateral relations. They
the Netherlands into India during the period 2000 to 2011 took particular note of the significant expansion in economic
stood at $5.62 billion (6th largest overall) while in financial and commercial engagement in the last decade and the serious
year 2011-12, the FDI amounted to $1.409 billion. interest on both sides to intensify cooperation in several
Presently there are around 200 Indian companies based in key sectors of mutual interest where there are untapped
The Netherlands attracted by the Dutch taxation system, which complementarities and natural synergies.
is transparent, stable, and flexible and has no withholding Recognising their shared interests and responsibilities in
tax on ongoing interests and royalty payments, advance tax addressing a broad range of international issues, including
assessment certainly and competitive corporate tax rate of peace and security, free and fair trade and an open, just,
20-25 percent and no capital tax on contribution of capital. inclusive and rule-based international order, the two
leaders held in-depth discussions on bilateral, regional and
The Netherlands’s PM’s Visit to India international issues.
Prime Minister of The Netherlands His Excellency Mark The two prime ministers recognised the significance
Rutte paid an official visit to India in the first week of June, of international trade in enhancing development and
2015 at the invitation of the Prime Minister of India Narendra prosperity. Recalling that the India-EU Strategic Partnership
Modi. Prime Minister Rutte was accompanied by the Minister was launched in 2004 during the Dutch Presidency of EU,
for Foreign Trade and Development Cooperation Lilianne they acknowledged the importance of early conclusion of
Ploumen, the Minister for Agriculture Sharon Dijksma, senior negotiations to finalise a balanced and ambitious India-EU
officials and a large business delegation representing over Broad-based Trade and Investment Agreement.
100 Dutch companies.
Prime Minister Modi and Prime Minister Rutte welcomed Enhancing Cooperation
the rapid intensification of the India-Netherlands relationship As a step towards forging deeper cooperation, the two
and committed to work together to take the bilateral Prime Ministers committed to enhancing cooperation
engagement to the next level. under the Joint Economic Committee and Memorandum
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SPECIAL REPORT
of Understandings (MoUs) already existing in the fields Highlights from the Political Perspective:
of Shipping, Urban Development, Science & Technology, • Expansion of security and defence cooperation;
Health, Renewable Energy, Agriculture and Sports. • Commitment to combat terrorism in all its forms and
Prime Minister Rutte lauded the transformative economic manifestations;
initiatives introduced by Prime Minister Modi and the • Recognition that India was an obvious candidate in an
resurgence of the Indian economy while Prime Minister Modi expanded Security Council;
commended The Netherlands’ acknowledged industrial and • Commitment by Netherlands to play a leading role in
technological competencies and its role as the 5th largest setting up of an EU-Ganga platform;
global exporter of goods in reviving the European economy. • Strengthening identified areas of collaborations with
Noting that bilateral relations have historically been Netherlands on National Mission on Clean Ganga; and,
underpinned by strong economic and commercial ties, both • Facilitation of agreement on cooperation with Rotterdam
leaders expressed satisfaction that The Netherlands had Port on port development with India.
identified India as a priority country for economic engagement
and had emerged as India’s 5th largest trade partner in the EU Ties
and the 5th biggest foreign investor in India. • Dharamshala (Himachal Pradesh) selected as one of
In the above context, the two Prime Ministers exchanged the hundred Indian cities to be developed as a smart city
views on India’s flagship initiatives such as “Make in under Prime Minister Narendra Modi’s flagship Smart
India”, “Digital India”, “Skill India’” and “Clean India” Cities Mission; Government of India and The Netherlands
and agreed that these and other specific programmes Government to spend INR 3 crore for the same.
like “Affordable Housing for All”, “Ganga Rejuvenation • The Dutch One Million Hockey Legs initiative – An
Plan” and “Smart Cities” offered significant collaborative umbrella program for a range of grassroots hockey related
commercial opportunities for Indian and Dutch industries events aimed at training one million Indian children in hockey
and had substantial potential to qualitatively upgrade bilateral by the 2018 Hockey World Cup.
economic engagement. • The Netherlands is exploring collaboration in setting up
Noting the tremendous complementarities between world the first Sports Museum in India.
class Dutch competencies and India’s current needs in priority • IT industry body Nasscom has partnered with The
sectors, they agreed that The Netherlands was uniquely Netherlands Government to promote ‘serious gaming’ in
placed to become a preferred partner in key sectors such as India; Nasscom Game Developer Conference (NGDC) held
water management and clean water technologies; shipping last year in November, in which The Netherlands was the
and inland waterways; infrastructure development, port and partner country.
airport upgrading; smart cities and smart transportation; high-
tech materials and systems; renewable energy and power; MoU in the field of Health and Medicine
sanitation and solid waste management; skill development; Earlier in 2014, India signed a MoU with The Netherlands
maritime heritage and archaeology; telecommunications, in the field of health and medicine to strengthen bilateral
agro-processing and dairy farming; horticulture and cooperation. The MoU was signed by the Union Health and
floriculture; health; biotechnology; sports; and, banking and Family Welfare Minister, Ghulam Nabi Azad and Edith I
insurance. Schippers, Minister of Health, Welfare and Sport, Kingdom
The two leaders also agreed to explore ways of advancing of The Netherlands.
cooperation through specific initiatives of mutual interest, Earlier, Edith I Schippers, Minister of Health, Welfare
through a Roadmap for Cooperation between India and The and Sport, Kingdom of The Netherlands visited New Delhi,
Netherlands where discussions took place on possibilities of co-operation
in public health and drug regulatory mechanisms. Speaking
Visit’s Outcomes at the signing, she said, “This MoU will strengthen ties
The visit was a notable success, politically as well as between the two countries in the areas of health. She stated
from the business and trade perspective. The one-to-one that The Netherlands has experience of PPPs in health; the
meeting of two Prime Ministers was warm and friendly with two countries can cooperate in this area to learn from the
wide ranging discussions and bilateral and global issues of experiences of both. ■
mutual interests. A Joint Communiqué was issued and, as a
result of a breakthrough in the discussions, a Road Map was Sources: Agencies, Ministry of External Affairs,
established for cooperation in infrastructure, connectivity and government.nl
water management, agriculture, Smart Cities and renewable
energy and waste energy, to name a few. The sourcing person is Associate Editor, Diplomatist
18
Advertorial
H
CL Technologies’ journey in Europe began in 1999 with offices new technologies in financial services space.
in the UK, Germany, Austria, the Netherlands, Belgium, Sweden The financial services industry is currently undergoing a huge
and Italy. Today, HCL is present in 18 European countries, and digitalisation wave. Mobile devices, tech-innovation and Artificial
houses 21 delivery and innovation centres. It provides revolutionary Intelligence (AI) are some of the hottest technologies in today’s tech
value for over 200 European customers, and is one of the top European savvy environment. On top of that, millennial customers are demanding
Services Providers. enhanced and enriched experiences. Leveraging their experience with
Recently, HCL has expanded its footprint in the Netherlands, opening some of the leading digital enterprises and own unique engineering
a new office in Amsterdam besides existing office in Den Haag. The new heritage, they have created a set of capabilities that are very relevant
location in Amsterdam will initially focus on serving the city’s leading for financial services organisations that are on a journey to become
international banks, providing ICT services to companies in the financial more digital. Based on agile principles and leveraging devops tooling,
sector and FinTech start-ups. collaborative design techniques and a customer-centric approach to
One of HCL’s marquee customers in the Netherlands is Aegon with application development, they are successfully delivering ‘Digital at
whom we have jointly launched a Digital Innovation Lab, cXstudio in The Scale’ for some of their big customers.
Hague, Netherlands to deliver excellent customer experience through HCL offers differentiated financial IT services portfolio, which helps
adoption of latest digital technologies. in reducing costs, brings promptness and increased focus on regulatory
In partnership with LeasePlan, a global fleet management and driver compliance and customers as a whole.
mobility company of the Dutch origin, HCL helps in providing IT solutions HCL in partnership with AEGON jointly launched Co-Innovation
in various domains such as business intelligence, enterprise IT solutions, Lab, cXstudio that helps financial institution to evaluate new ideas and
application development and maintenance services. technologies in days and not months. In a short span of time, ideas can
One of the largest European banks headquartered in the Netherlands be converted into products and services that will exceed customers’
has selected HCL as a strategic sourcing partner for the Global Sourcing expectations. cXstudio has helped AEGON in meeting its challenge by
System Integration program to drive Innovation across the Ecosystem bringing together relevant capabilities to ensure that digital solutions are
and deliver the desired customer experience. This is attributed to HCL’s continuously developed and improved. This will also help in easing out
differentiated delivery approach for mature and forward looking customers the understanding of interactions regarding financial situations.
- FENIX (Flexible, Engineering Driven, Nextgen, Innovative, Xperience HCL also provides digital solutions, system integration, product
centric). FENIX is HCL’s new age delivery model designed on agile and implementation and build/maintain application to one of the leading
DevOps principles aligned to cutting edge technologies. It involves high Global Investment Bank. Being an innovation partner to the Bank, it
levels of collaboration and extreme automation that is substantiated by helps enhance customer experience by innovating products, services
HCL’s Engineering DNA along with the entrepreneurial culture. and operations. In today’s world, it is very important for any organisation
HCL’s approach to engagements is best described by the word to be continuously optimised to deliver world class experience to their
‘Relationship’. They believe in taking every relationship beyond the customers.
contract, through collaboration, applied innovation and next- generation Key to Success
partnership models that put our customers’ interests above all. HCL’s HCL’s employee-led innovation culture questions the traditional
‘Relationship Beyond the Contract’ philosophy defines the spirit that is top-down approach and brought the spotlight back on those who
alive in more than 110,000 Ideapreneurs spread across 32 countries created value for the organisation - the employees. It doesn’t believe in
globally, who are passionate about only one thing - making our the traditional management pyramid, with the leader at the top. It has
customers’ businesses more efficient through everyday innovation. turned it upside down.
HCL seeks to empower native communities wherever they have In IT space, you have an enormous amount of people who work
presence; working with local government agencies such as the with your customers, day-in and day-out. They’re the ones who work
municipality of Hague and the city of Netherlands to foster and empower closely with customers on specific projects, getting to know their
local businesses. They work in cooperation with the Netherlands Foreign businesses better than anyone else. HCL recognises that employees
Investment Agency (NFIA), Dutch Ministry of Economic Affairs, the Dutch are the people who create value within a business, so we empower
Consulate and the WestHolland Foreign Investment Agency (WFIA) to them to make a difference.
create and sustain an ecosystem that promotes and incubates start-ups They call it ‘ideaprenurship,’ which means that employees are given
and small businesses. For instance, working with home-grown partner the power to carry their ideas through to fruition. That, combined with the
organisations such as iAmsterdam, start-upamsterdam and more to values of trust, transparency and flexibility, is what ensures a continued
set up business processes that foster innovation and disruption, and value creation for customers.
also share ideas and use-cases that can be easily replicated locally. The Netherlands is a world-class business destination for IT industry,
HCL Technologies is a key patron of The Netherlands India Chamber ranked as No. 8 in Europe by Bloomberg’s ‘Best Countries for Business.’
of Commerce & Trade (NICCT). Sudip Lahiri, Vice President Financial Approximately 90 percent of Dutch speak English.
Services at HCL Technologies, is one of the key board members of Amsterdam is said to be the FinTech capital of the world by Rob
NICCT. HCL has been supporting NICCT for the past 3 years to build good van Elburg, ING. There are 15,000 people employed in FinTech sector of
economic relations between the Netherlands and India. HCL will support Amsterdam (Source: ING International Survey Mobile Banking, July 2016).
the 11th NIBM meet in 2017, which will be attended by government The Netherlands is one of the advanced economies in Europe, with
delegates of both countries, CXOs of large companies and partners. very stable industrial relations and encouraging business environment.
In 2015, HCL started its co innovation delivery centre in Hague The workforce is highly educated, flexible and extremely motivated,
focused on customer-centric digital channel innovation. It helps which make the environment conducive for the Indian firm HCL
organisations become 21st century enterprise, and understand all the Technologies.
19
SPECIAL REPORT
THE
NETHERLANDS
THE WORLD’S
HIGH-TECH
START-UP
CAPITAL
BY M KHALID AFTAB
I
t’s a fascinating time to take stock of start-up innovation budding start-up scene — software, space, smart energy,
in the Netherlands, a rare turning point where you can financial tech, digital health, sharing technology and 3D
watch the hard work of the past give way to the immense printing, among others — coincide with the overall direction
promise of the future. of global innovation.
Behind London and Berlin, the Dutch start-up scene is
already considered to be one of the most prominent in Europe. Start-up Origin
Start-up Juncture reported 75 major deals in 2014, for a total Talk to the people at the heart of the Dutch start-up scene
of roughly $560 million in investment besides, 10 companies about how things got to this point, and the first two names
raised over $9 million. you’ll hear are almost always the same. Founded in 1991 and
In the past few years, especially, each successive quarter 1996, respectively, Booking.com and TomTom are among the
has seemingly brought a new standard for sheer volume of most successful Dutch companies in any field.
activity. The road to this point has been long and deliberate, Booking.com has gone through two nine-figure
and Dutch entrepreneurs deserve credit for what they’ve acquisitions and facilitated tens of millions of reservations
managed to achieve thus far. since its launch as a foundational travel site. TomTom, which
And yet, to herald Dutch innovation as it currently stands once made watches and basic GPS devices, now has more
is to unveil a project that’s still only just underway. than 4,000 employees and high-tech software products in
The Dutch, on the whole, speak better English than 41 countries. Both are still based out of Amsterdam, but the
probably any non-native population in continental Europe, start-up scene around them has changed dramatically in the
one of the hallmarks of a consistently excellent education meantime.
system that also scores among the highest worldwide in For many years, industry leaders told me, growth was
math and science metrics. Strong economic foundations in plodding and disjointed. The Netherlands has a strong
industry and commerce offer a dependable framework for tradition of entrepreneurship, but the transition toward
continued growth. start-up culture was a slow one, and it was years before the
The government’s recent commitments to tech corresponding success stories started to emerge.
entrepreneurship may mark a bellwether of a new era in 2006 brought a watershed moment, in that respect:
start-up proliferation. The early strengths of the Netherlands’ The Next Web held its first conference in Amsterdam. The
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now-annual event offered budding local leaders a unique one of the physical and spiritual centres of the Amsterdam
window into the global start-up world, and offered the world start-up scene. The view from the rooftop park is the envy
a unique window into the potential waiting to be tapped in of the city’s business community, and the facility itself hosts
the Netherlands. a design academy, gym and post office, and events ranging
The global financial crisis of 2008 was a doubly sharp from art exhibitions to business conferences.
blow, arriving just as the Netherlands’ start-up scene was Nestled along one of Amsterdam’s scenic canals,
starting to take coherent form. But in the past five years, Dutch Rockstart is a leading incubator with prime canal real estate.
entrepreneurs have bounced back in a big way. Where name- After just two years of activity, its 20 graduates have raised
brand multinationals like Heineken, Shell and Phillips have $19 million in funding and created 150 permanent jobs.
struggled to grow, start-up entrepreneurship has taken root, Founders Oscar Kneppers, Rune Theill and Don Ritzen are
giving younger, more agile companies the support system widely acknowledged as pioneers of Amsterdam’s start-up
they need to flourish. scene.
Today, start-up leaders we spoke Between its long history of
to estimate that the Netherlands entrepreneurship and small but
sees more than 100 deals of under savvy market, known for trend-
$500,000 a year, and all indications Dutch companies setting early adoption of tech
are that these transactions will
only continue to flourish. Through have seen an products in particular, Amsterdam
is “an ideal launching pad for start-
the first quarter of 2015, 33 Dutch
companies had raised more than
encouraging degree of ups.” It also helps that Amsterdam
is the focal point of Dutch venture
$88 million — with the median deal interest from foreign capital.
standing at almost $1.15 million —
making it the most prolific quarter firms. For instance, Prime Ventures, Van den Ende &
Deitmers Venture Capital Partners,
on record in terms of sheer volume,
according to Start-up Juncture.
with more than 25 and henQ are the city’s leading
firms. And with $167 million in
Dutch companies have seen million active users, European Union funds to distribute,
an encouraging degree of interest
from foreign firms. For instance, WeTransfer, recently the Dutch Venture Initiative is
another important contributor.
with more than 25 million active
users, WeTransfer, recently brought
brought in $25 million Between them and Nick Steven,
the organizer of Start-up Weekend
in $25 million in Series A funding in Series A funding Netherlands, and Leon Pals, the
from a European venture firm, at a
valuation said to reach as high as from a European chairman of the Start-up Foundation
Experience, a major international
$200 million.
More importantly in the long
venture firm event, Amsterdam has a solid
foundation to work off.
run, there are as many as 15 locally Additional leaders include
based venture capital firms active in Jeroen van Duffelen of ACE Venture
the market, as well, a handful of which are reliable sources Lab; Boris Veldhuijzen van Zanten and Patrick de Laive,
of Series B funding or higher. co-founders of The Next Web; Amsterdam’s Deputy Mayor
Kajsa Ollongren, who oversees Start-up Amsterdam; Arthur
Amsterdam: The Capital Kosten, who founded Booking.com along with former CEO
Amsterdam is globally renowned for museums, restaurants, Kees Koolen and CMO Pieter van Doorne; Maarten Beucker
architecture, parks, etc. The bike-friendly cobble-stoned Andreae, who sold his marketplace to Ebay; and Marcel
streets make the Dutch capital one of the culturally richest Beemsterboe.
cities in Europe.
It may seem superficial to say so, but one of the biggest Eindhoven: Invention City
advantages Amsterdam has in the tech world is that it’s a place De Bruijne’s right about the importance of specialization
where people want to live — and can actually afford to, even in the Netherlands, but you don’t need to wait for ‘the coming
on a start-up budget. Local leaders recognize how attractive years’ to understand why. Just venture an hour inland, to the
their city is, and they’re not shy about selling it on those terms. proven deep-tech epicentre that is Eindhoven.
The biggest start-up ecosystem in Europe with 40,000 For the time being, Delft does not come close to matching
square meters and three buildings, B. Amsterdam stands as the density or proven output of Eindhoven’s high-tech
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hardware industry. But if it’s any consolation, neither does Government’s Commitments to Tech Entrepreneurship
the rest of the world. Supporting ambitious entrepreneurs and start-ups, the
In 2013, Forbes declared Eindhoven to be “hands-down government wants to help them to grow quickly. Start-ups are
the most inventive city in the world.” According to data new businesses that have only recently been launched. Fast
compiled by the Organization for Economic Co-Operation access to networks and finance are vital for them.
and Development, Eindhoven produces 22.6 patents per The government is supporting entrepreneurs, including
100,000 residents. San Diego, the next closest, produces 8.9. start-ups, through its Ambitious Entrepreneurship Action
Like most things in Eindhoven, the High Tech Campus Plan. It is important that they have better access to capital,
owes its existence to Philips, the Dutch multinational whose knowledge, innovation and the global market.
trajectory over the past century from light bulb manufacturer To achieve this and help entrepreneurs, the government
to diversified technology giant has transformed the once- has set aside a separate budget of millions to:
small town into the fifth-largest city in the country and its 1. Provide early-stage finance so entrepreneurs can
industrial leader. research whether an idea or product is technically feasible
Other multinationals, like Amazon and Intel, have since and suitable for the market.
been drawn to Eindhoven following acquisitions, but Philips 2. Strengthen the international position of start-ups and
still holds the most meaningful presence — so much so growing businesses. And attract foreign start-ups to the
that some of its numerous spin-offs have become major Netherlands through the StartupDelta initiative.
international players in their own right. 3. Provide temporary residence permits for non-EU
FEI, for instance, is a premier manufacturer of electron entrepreneurs, creating opportunities for them to start a
microscopes, and NXP Semiconductors and ASML Holding business in the Netherlands.
are among the top semiconductor firms in the world. 4. Develop the NLevator initiative – a platform created for
The High Tech Campus was itself a Philips research and by ambitious entrepreneurs which aims to help businesses
and development lab. Now, with some 135 companies — grow faster.
including 60 start-ups — and 10,000 researchers representing 5. Fund Eurostars projects – innovative technology
85 countries, it churns out around 40 percent of all Dutch development projects involving business and knowledge
patent applications. partners from at least two different European countries.
Whether it is indeed “the smartest square kilometre 6. Provide funding under Horizon 2020 – the European
on the planet,” as its reputation boasts, it is certainly the Commission programme to stimulate European research and
most prolific, highly concentrated engine of deep-tech innovation.
entrepreneurship in the country.
What’s more meaningful, in both the long and short Pro-Business Environment and a Strategic Gateway to
term, is that Eindhoven is creating a lasting culture of Europe
entrepreneurship. The Netherlands, also referred to as ‘Holland’, officially is
The Dutch market itself will never be a huge force across named ‘Het Koninkrijk der Nederlanden’. The name Holland
the board, but the Netherlands is a wealthy country that can originates back to the ‘Golden Century’ where the provinces
offer locally based start-ups a good gauge on the developed North- and South-Holland clearly played a leading role in the
world, and there are enough permanent industries to provide countries development via its global trading routes. It may
a stable foundation for the domestic scene. be worth mentioning here that the Dutch where the first to
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SPECIAL REPORT
introduce the stock exchange in Amsterdam already in 1602. Dutch Prowess for High-Tech Hardware
This well-known international trading mentality still is Dutch prowess for high-tech hardware, in particular, has
recognized today. The Dutch still are top-10 foreign investors drawn investment interest not just from the United States and
worldwide, are the 5th largest exporter in the world and about Europe, but also from China.
15 percent of Dutch employees are employed by a foreign Netflix and Uber both recently decided to establish
employer. their European headquarters in Amsterdam. And given the
With the largest port in Europe, its strategic location to Netherlands’ favourable tax code, strong international travel
European mainland as well as sea channels to Africa, The infrastructure, and newly released start-up visa, you can
Netherlands are considered one of the best strategic locations expect other global brands to follow suit.
to build up your ‘foreign business’. Let us assist you in All of this progress, again, is many years in the making.
creating vast chances for your European success. But it’s hard to look at the Netherlands and not get the sense
There are many companies, working with government to that 10 or 20 years from now, people will be pointing to this
help entrepreneurs and start-ups by providing all solutions moment and saying the same thing.
in market research, business set up, financial solutions, local Looking outward, the Netherlands is perhaps better
business planning, distributor/reseller search etc. prepared than any second-tier tech scene in the world to rise
The Netherlands for centuries is identified as the gateway to true prominence. As demand for high-tech hardware goes,
to Europe. With the Port of Rotterdam, Europe’s largest and so too does the Dutch potential. ■
most important seaport and Schiphol Amsterdam Airport
ranked Europe’s best airport for both cargo and passenger Sources: Agencies, official site of Netherlands government,
transport. Aside of such the open economy, the high techcrunch and newswire
technological and educational skills of the Dutch, provide an
excellent base to start your European business. * The writer is Associate Editor, Diplomatist
PROUD
TO BE ISRO’S
WORLD RECORD
LAUNCH
PARTNER
TURN-KEY SOLUTIONS
FOR NANOSATELLITE MISSIONS
CubeSat platforms
Payload development
Ground stations
Launch services
Full mission support
Photo: ISRO
23 www.isispace.nl
SPECIAL REPORT
SMART CITIES
POWERED BY DUTCH
TECHNOLOGY
BY DIPLOMATIST BUREAU
24
SPECIAL REPORT
How?
In Bringing the Greatest Minds of India and the
Netherlands together (Pages 10 to 11), Mr Jelle Nijdam, spoke
about the importance of involving all the stakeholders in the
development of Smart Cities. He mentioned the Triple-Helix
model that promotes dialog between government, industry
and academia to come up with solutions that are economically
and scientifically feasible while addressing societal needs. In
fact, consumers are also included in this exchange of ideas
to make sure that their needs and wishes are also taken into
account. After all, they are going to be the ones living in the
Smart Cities.
Netherlands Capabilities
The demographic and geographic makeup of the
Netherlands – densely populated urban centres and over
a quarter of the country below sea level – have brought
challenges but these challenges were overcome. Out of
necessity but also encouraged by an innovation-inducing
environment, the Netherlands is a country of entrepreneurs
and new discoveries. It has become the leader in many areas
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SPECIAL REPORT
that are relevant to the development of Smart Cities. Among from waste in a clean and responsible way: electricity, heat,
them are water and waste management, energy efficiency and valuable metals and raw materials for the construction and
renewable energy, sustainable transport and crowd control. industrial sectors.”
RECURF is project run by Amsterdam University
Success Stories of Applied Sciences (AUAS) in cooperation with local
The best way to understand the potential of Smart Cities companies. The objective is to find new ways to reuse textile
is to look at some of the exciting and innovative projects that waste. “New materials can arise with unique characteristics
are currently coming out of the Netherlands. In the following, and application possibilities by combining textile residues
we will take a look at some of the success stories. By the with bio-based plastics,” and overall RECURF is a way to
way, the Netherlands is not keeping this technology to itself research the feasibility of a circular, more ecological economy.
but looking forward to sharing it around the world. A Dutch Another circular economy-focused company in the waste
waste management cluster is currently working on Smart City management sector is Black Bear Carbon. Their business
development in Dharamsala, one of the cities that is part of model is “upcycling tires into high quality, safe, simple to use
the Indian ‘100 Smart Cities’ flagship programme, and has & sustainable products,” by extracting carbon black which is a
pledged to make the city waste free. vital component of “rubber, plastics, paints and inks.” On the
one hand, this helps reduce waste (annual mass of tires thrown
Waste Management away in Europe: 3.4 million tons) and reduces CO2 emissions.
Dutch companies have a lot of experience with waste
management. AEB Amsterdam is one of the companies in Clean Energy and Resource Efficiency
this sector and focuses on waste energy. They turn 99 percent The Netherlands Institute of Ecology has set up one
of the waste that they receive into energy and raw materials. of if no the most eco-effective building in the world in
Their ‘green electricity’ powers Amsterdam’s City Hall, Wageningen. This building was conceptualised “to make a
streetlights and the metro. Overall, the electricity that AEB positive contribution to the local environment” rather than just
generates from waste is enough to power three quarters of “limit the impact on the environment.” Presence detection,
all households in Amsterdam (285,000). Their mission “is daylight regulation and the use of LED lamps help reduce
to recover the greatest possible amount of useful resources energy consumption. State of the art solar collectors by Dutch
26
SPECIAL REPORT
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SPECIAL REPORT
DUTCH INNOVATIVE
AGRI-FOOD TECHNOLOGY
WORLD LEADER IN
AGRICULTURE
BY M KHALID AFTAB
D
utch agrifood industry has all the right ingredients These companies and numerous others chose Holland for
for success and to establish as the world leader in many reasons. However, with one in every six employees
agriculture market. Apart from providing access in the Netherlands being employed in the agrifood industry,
to a first-class agrifood business community, collaborative one significant reason businesses choose to invest in Holland
R&D infrastructure and skilled workforce, the Netherlands is due to the large, highly-skilled and multilingual agrifood
also offers agrifood companies a strategic location with workforce. In fact, 90 percent of the Dutch speak English –
excellent logistics close to Europe’s 500 million consumers, the language of business worldwide.
an internationally-oriented competitive fiscal climate and a Furthermore, ‘Invest in Holland’ offers an unmatched
high quality of life. level of support to companies seeking to expand or relocate
The second largest agrifood exporter in the world, Holland within the Netherlands, along with a commitment to finding
boasts more than 4,150 companies. Of the world’s largest the optimal Dutch location for their business operations.
agrifood companies, 12 maintain major production or R&D
sites in Holland, including Cargill, ConAgra, Danone, Kraft A Hub for Food Innovation
Heinz, Mars, Nestlé and Unilever. The Netherlands is home to a highly concentrated industry
Latest in the list is Coca-Cola, as it opened a newly cluster that engages diversified agrifood companies with
renovated factory in Dongen, where the company has invested impact-oriented knowledge infrastructure. Thanks to many
nearly $100 million over the past three years to streamline universities, research organisations, businesses and public-
production while further increasing sustainability. private initiatives working together to successfully provide
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SPECIAL REPORT
consumers around the world with sustainably produced, treatment in the dairy industry.
delicious and healthy food, it’s clear that the Dutch know Even small businesses are getting in on designing the
how to work together. future of food – one mushroom at a time. Venlo-based Scelta
Holland’s Food Valley is one of the best examples Mushrooms is a Dutch mushroom supplier that catapulted
of Dutch agrifood collaboration. One of the largest food from a family-owned small business to an international
communities in the world, Food Valley consists of more than food supplier. In 2002, the company even built its own R&D
1,510 international food companies and 20 research institutes, centre, the Scelta Institute, to bring together health experts,
including Wageningen University and Research Center food scientists and local chefs to pursue creative advances
(WUR), named the best global university for agricultural in the mushroom industry.
sciences according to U.S. News & World Report, 2016. Likewise, Dutch start-ups in the agrifood industry are
Some recent projects to come out of WUR’s research flourishing and provide a strong influence to the emerging
hotspot include a smart phone-linked mini scanner that reveals developments of this vibrant sector.
the nutritional qualities of grocery store foods and a sweet
pepper harvesting robot. World’s No. 2 in Value of
Another Food Valley leader Agricultural Exports
is NIZO Food Research,
a global food incubator with
As the world rapidly The Netherlands is one of
the world’s largest exporters of
expertise in proteins, bacteria and urbanises, with agricultural and food products,
processing. Some of its recent
multidisciplinary ventures include people migrating thanks to its innovative agrifood
technology. The Dutch agrifood
working with farmers to enhance
the nutrient density of protein-
from the countryside sector is a sustainable source of
healthy, safe food that is produced
rich foods and finding high-tech to the cities, there is with respect for nature and the
solutions for global corporations
to increase the production of increasing pressure on environment.
As the world rapidly urbanises,
necessary food products, such as
infant formula, worldwide.
urban areas to deliver with people migrating from the
countryside to the cities, there is
Thanks to the Netherlands’ sustainable and increasing pressure on urban areas
commitment to developing the
world’s next food innovations, healthy food supplies to deliver sustainable and healthy
food supplies. Food security is
Holland’s agrifood industry crucial to economic performance
frequently collaborates across and social wellbeing. This means
other top Dutch sectors like life sciences and health, that solutions are needed that take into account issues such as
information technology, energy and the creative industries. animal welfare, food safety, waste-disposal and habitation,
but also issues such as governance, education, and a fair
The Future of Food society. With a large population in a small, low-lying delta
Outside of Food Valley, too, the Dutch continue to evolve region where land is at a premium, farms in the Netherlands
the way the world produces and consumes food. Employing are some of the most intensive, sustainable, and efficient in
more than 3,000 highly qualified food scientists, Holland’s the world.
TNO Innovation for Life (TNO) is the largest independent Thanks to a wealth of agricultural knowledge, fertile
contract research organization in the Netherlands. One of soil, intensive farming, quality of produce, and trading
TNO’s most unique endeavours includes utilizing 3D-printing expertise, Dutch agri-food products are exported all over
technology and food science to create specialized food the world. This applies to plant-based produce as well as for
products customized to specific nutritional needs and dietary animal products such as livestock, poultry (meat) and eggs.
restrictions. Machinery for the processing of agri-food products: from
Other emerging Dutch food leaders include Dairy robotic soft-fruit pickers; to automated meat separators; to
Campus, a cooperative of players in the dairy value chain that potato processing; is also a key global export product, as
are working together to support Holland’s nearly 18,000 dairy is the knowledge around food processing. Out of the top-
farmers, and Floating Farm, a high-tech living lab dedicated 40 food and drinks companies in the world, 12 have R&D
to improving food production processes, waste and water centres located in the Netherlands.
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SPECIAL REPORT
30
Advertorial
31
SPECIAL REPORT
HEALTHCARE
AND WELLNESS
THE DUTCH pharmacies are the leading distribution channels in consumer
T
he Dutch has always left the world mesmerised example, telecommunications and information technologies
because of their technical expertise. The health and that are used to provide clinical care at a distance.
wellness segment of the Netherlands is another area Several Dutch start-ups are working on tools for self-
that is fast catching up with the rest of the world. management, where patients can arrange for care themselves,
The Netherlands has numerous sauna facilities and
wellness centres in beautiful locations. Dutch consumers’
interest in healthier food and beverage products is the key
driver behind the positioning of the Netherlands as the
wellness destination.
Increase in the number of supermarkets has contributed
to the popularity of health and wellness among Dutch
consumers. In addition to supermarkets, discounters, internet
retailers and health food specialists are further fuelling the
growth of the health and wellness industry.
Consumer health in the Netherlands recorded a positive
value performance in 2016. Dutch consumers are increasingly
adopting healthier lifestyles, characterised by a balanced
diet, complemented with vitamins and dietary supplements,
physical activity and sports nutrition, which support a
healthy lifestyle. Drugstores/parapharmacies and chemists/
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33
SPECIAL REPORT
THE NETHERLANDS
CENTRE FOR INNOVATIVE
DESIGN
BY DIPLOMATIST BUREAU
34
SPECIAL REPORT
T
oday, there are complex global challenges. The gaming, fashion, and architecture, Dutch creative industries
world community - academic, governmental, non- have gained international acclaim.
governmental, business, etc - is preparing to respond, Dutch Design has gained widespread popularity all over
and the strategy of what needs to be done and how is also the world due to its out-of-the-box thinking, application of
becoming clear. new technologies, highly distinctive forms, and far-reaching
Sustainability at the global level is the need of the hour; involvement of end users.
focus on social and ecological sustainability, especially well- The Netherlands itself is, for the most part, a man-made
being of all the people on this planet must be the priority. It design. Topographical and social circumstances, such as the
is imperative that innovations be inclusive, and the Dutch presence of large areas of water, the focus on sustainability,
innovative design is showing the way forward. and the lack of living space, have led to innovative
The Faculty of Industrial Design Engineering (IDE) at architectural solutions.
Delft University of Technology in the Netherlands is making The world looks up to the Netherlands for its pragmatic
contributions towards social sustainability by means of social yet innovative approach to design. The Netherlands, with
innovations at Base-of-the-Pyramid (BoP). the most innovative serious games companies in Europe, is
Exploring BoP results in opportunities to provide a serious player in the global gaming industry. Serious games
innovative products and services for consumers that have not can be used for educational purposes, recruitment processes,
even been perceived as such by the business world - and it is emergency response training, or practicing skills such as
4 billion plus humans who have unmet needs. By adopting driving and surgery.
a systems approach, designing and developing products and The Netherlands is at the forefront of simulation
services for BoP markets is being explored at IDE. It considers techniques - from water management to combat training.
all aspects of product design from the beginning until the The use of simulators and virtual training software will allow
product is delivered, used and disposed or recycled. people to build their skills in a practical and cost effective way.
When working together with entrepreneurs, Integrated The Netherlands is globally renowned as a centre for
Product Development (IPD) also lays the foundation for the innovative design. Modern Dutch Design draws from
next stages of a structured process leading to the development The Wolfsonian’s extensive collection of Dutch furniture,
and introduction of new products and services into the market. decorative arts, design drawings, posters and book bindings. ■
For the Dutch, it has always been about being pragmatic
and figuring out durable, smart solutions for the challenges Sources
ahead. The Netherlands has contributed a large number of • http://nlintheusa.com/creative-industries/
revolutionising inventions and scientific discoveries ranging • http://dutchhospitaldesign.com/
from the first saw mill to LED lights and Wifi. With strong • http://www.wolfsonian.org/explore/exhibitions/modern-
profiles in Electronic Dance Music (EDM), art, design, dutch-design
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SPECIAL REPORT
SPORTS
INFRASTRUCTURE
A MULTIDIMENSIONAL
APPROACH
BY DIPLOMATIST BUREAU
D
utch companies have been actively involved in sports, believing that it “can teach children how to work
the construction of stadiums and transportation together and can be a crucial factor in their well-being both
infrastructure for some of the biggest sporting events, psychologically as well as physically. Sport can bring people
including European Championships and World Cup (football) together. Successful sport events can even shape the memories
and the Olympics. Billions are spent on construction and of a people.” One sporting event that India will be hosting in
renovation projects for these prestigious international sporting October is the FIFA U-17 World Cup in October 2017. The
events. The Netherlands overall and its companies and tournament will take place in several cities across the country
technology are highly reputed in this area. Dutch companies, and the official slogan is ‘Football Takes Over’ suggesting
all leaders in their fields, are working together in clusters that this will not be the last event of the kind.
and can supply integrated solutions for sports stadiums and Of course, big sporting events do not take place every
facilities, including design and construction, (semi-) artificial day, which is why stadiums are being conceptualized as
grass solutions, stadium seats, LED lighting, integrated IT and multipurpose facilities. These venues are capable of hosting an
safety & security systems. The Netherlands is a partner that array of different events, such as big concerts with ticket sales
you can trust and one that is capable of providing integrated and lease agreements turning them into great source of income.
solutions. Hence, the stadium of the Dutch football club Ajax Amsterdam
This combination could prove interesting for India, a (pictured above), constructed by Royal BAM Group, is not
country with a steadily growing middle class that is highly only host to football games but also to festivals and concerts
interested in sports. India is investing more and more in with famous acts such as Armin van Buuren and U2 in 2017.
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SPECIAL REPORT
Source: dutchsportsinfrastructure.nl
Sources:
dutchinfrastructure.nl
Colourfield was inaugurated by Shri Vijay Goel, Minister of Sports (left) and fifa.com
Shri Injeti Srinivas, DG SAI (middle) from India and Alphonsus Stoelinga,
The Netherlands Ambassador to India (right) on 1 December 2016. amsterdamarena.nl
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SPECIAL REPORT
THE NETHERLANDS
DEVELOPS ‘100 TIMES FASTER’
INTERNET
BY DIPLOMATIST BUREAU
S
cientists have developed a new wireless internet based moves out of the light antenna’s line of sight, then another
on harmless infrared rays that is 100 times faster than light antenna takes over, researchers said.
existing WiFi network, and has the capacity to support The network tracks the precise location of every wireless
more devices without getting congested. device using its radio signal transmitted in the return direction,
Slow WiFi is a source of irritation that nearly everyone they said.
experiences. Wireless devices in the home consume ever It is a simple matter to add devices: they are assigned
more data, and it is only growing, and congesting the WiFi different wavelengths by the same light antenna and so do
network, researchers said. not have to share capacity.
The wireless network developed by researchers at Moreover, there is no longer any interference from a
Eindhoven University of Technology in The Netherlands not neighbouring WiFi network.
only has a huge capacity - more than 40 Gigabits per second Current WiFi uses radio signals with a frequency of 2.5
(Gbit/s) - but also there is no need to share since every device or five gigahertz. The new system uses infrared light with
gets its own ray of light. wavelengths of 1,500 nanometres and higher.
The system is simple and cheap to set up. The wireless This light has frequencies that are thousands of times
data comes from a few central ‘light antennas’, for instance higher, some 200 terahertz, which makes the data capacity
mounted on the ceiling, which are able to very precisely direct of the light rays much larger.
the rays of light supplied by an optical fibre. Researchers managed to achieve a speed of 42.8 Gbit/s
The antennas contain a pair of gratings that radiate light over a distance of 2.5 metres. Even if you have the very best
rays of different wavelengths at different angles (‘passive WiFi system available, you would not get more than 300
diffraction gratings’). Megabit/s in total, which is some hundred times less than the
Changing the light wavelengths also changes the direction speed per ray of light achieved by the new system.
of the ray of light. Since a safe infrared wavelength is used The system has so far used the light rays only to
that does not reach the vulnerable retina in the eye, this download; uploads are still done using radio signals since
technique is harmless. in most applications much less capacity is needed for
If you walk around as a user and your smartphone or tablet uploading. ■
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