the story of Anmol Feeds


Amit Saraogi, originally from Bihar, continued his engineering studies at the Ramaiah Institute of Technology, Bangalore, between 1994 and 1998. He often visited his family members in Bihar, and in particular his uncle in Ramnagar, during his holidays. summer.

In addition to running a grocery store, his uncle also sold poultry feed. While helping his uncle in his spare time, Amit realized that there was an imbalance between the demand for and the supply of feed for livestock. “The product was scarce and at the time there weren’t many companies producing it in Bihar,” says Amit.

After graduating, Amit was back in Bihar and started working on ideas to bridge the gap between demand and supply in the area of ​​livestock feed.

He quickly rented a factory space to work on his idea. Working in his factory in Muzaffarpur and borrowing Rs 5 lakh from his father, Amit started his entrepreneurial adventure in 2000.

In her early days, Amit didn’t hesitate to work in the field, even learning how to make broiler feed using trial and error methods. He often obtained expert advice from his uncle on the quality of the diet, given his expertise in the field.

This is how Anmol Feeds Pvt. Ltd. came into the world. Today the company manufactures and markets different types of animal feed, mainly for shrimp, fish, cattle and poultry.

Leverage technology to grow

It is often said that the best business growth stories stem from having embraced digitization.

Anmol Feeds is no different.

As an engineer, Amit understood the importance of technology. He recalls that on his return from Bangalore to Bihar, he found it difficult to operate in an environment where access to technology was limited.

In addition, it had to fight and overcome other challenges, such as a severe shortage of skilled labor, public order issues and bureaucracy. The biggest challenge, however, was continuing to face serious obstacles.

Not one to dwell on, Amit persevered and even took modern approaches to growing her business, first by leveraging technology to grow the business.

He shares that Anmol Feeds installed sophisticated machines such as NIR machines used to analyze grains and their protein and energy content. He also implemented SAP and ERP systems to increase productivity and efficiency.

The company has also developed a Software as a Service (SaaS) logistics platform that assists in the end-to-end tracking of delivery trucks.

“The logistics cost of our country is 14%; in other countries of the world, the cost is around 8 percent. We are 6% more inefficient compared to the rest of the world, ”says Amit.

He says that this SaaS platform called ‘e-Parivar’ has helped reduce logistics costs a bit, but there is still a long way to go.

The company finally moved its head office to Kolkata in 2004, and established six of its own manufacturing units in Uttar Pradesh, Bihar, West Bengal, Jharkhand, Haryana and Jammu and Kashmir in the years that followed.

Anmol Feeds has also launched a new line of products under the brand Nutri Choice in 2014.

Describing what is special about this product category, Amit says, “We manufacture and sell premium quality protein poultry feed with improved feed conversion rate (FCR) under Nutri Choice. He sells in 20 states in India.

In terms of external funding, Amit doesn’t divulge too many details but adds that the company has also taken out term loans in between. Currently, the business is debt free and has grown steadily over the years.

Based on company financial data viewed by SMBShistory, the company recorded Rs 470 crore in FY20. Anmol Feeds is part of the Nouriture Group, a larger group which also includes Saraogi Agroware and Herbal Industries. According to him, cumulatively, the turnover of the group amounts to Rs 600 crore.

COVID-19 pandemic: a game changer

As with many industries, the 2020 coronavirus pandemic was a game-changer. “We realized the value of digital and the fact that we have to invest in technology to survive and thrive, ”says Amit.

Another trend that has strongly emerged from the pandemic is the rise of local economies, especially level II and III cities. Amit says he is optimistic about this trend because “location is no longer important.”

According to the entrepreneur, small towns are on the same level as metropolises and may have similar facilities. “I haven’t visited my office in the past two months, but there hasn’t been a disruption. “

Going forward, the company plans to focus on becoming a “technology company” in the next few years. Amit says he and his team are focused on strengthening the company’s website launched in 2019 so that customers can access products online.

Future plans include opening factories in Bihar and West Bengal to expand its existing range of aquatic products.

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