Climate

Outlook India: 'Food & Agri, renewable energy and water management are booming'.

 

2020 was an eventful year for the Indian economy, with deep lows and a rapid recovery. It brought structural problems in the country to the surface again, but also offered India the opportunity to put itself back on the international map. Rabobank's India men Hugo Erkenhead of International Economics at RaboResearch, and Marcel Heijmanlook back and ahead and analyse the essential steps India must and wants to take in the coming years and the opportunities this will offer European companies.

Outlook-India-2021-Agriculture-Rabobank

The coronavirus brought the whole world to a standstill, with major economic consequences. In India, too, the lockdowns had a disastrous effect on economic growth, which fell to a low of -24% in the second quarter of 2020 compared to last year. "But in the third quarter, we saw India rebound to around -8%," says Erken, who has specialised in India for several years. "For next year, we are already expecting another growth of around 8%." But if they want to continue that in the medium term, a lot of structural problems in the country need to be addressed, according to the economist. "Growing from your all-time low is easy, but to sustain it, you really need to roll up your sleeves."

India, the new factory of the world?

One of the ways India is stimulating growth is through its special 'Make in India' programme, which aims to attract more foreign manufacturers to India. The initiative was introduced six years ago, but is back in the spotlight due to political tensions between the US and China and the outbreak of the Covid-19 virus. "India immediately springs to mind because it is still relatively cheap," says Heijman, who has been in India for the bank since 2018. There, he supports international Rabobank clients doing business in the country. "But it's already not as cheap as Vietnam or Bangladesh, which are also trying to knock China off its throne as the world's biggest manufacturing country."

And that, according to Erken, is tough competition. "In 2019, we already listed the best producing countries after China. India made it to the top five, but did not get past countries like Vietnam and Thailand, which offer a better export package and score higher on the World Bank's Ease of Doing Business list. At the same time, the shifting geopolitical balances are again working in India's favour. America, under Biden, will not let go of the reins in relation to China and Germany too seems to be becoming more critical towards China. India can benefit from this, they are politically a safe bet. But whether it will actually work out in India's favour depends on the steps that the Indian government will take in the coming years. 

Protectionism

The recent steps of the Indian Prime Minister Modi seem to be at odds with the opportunities for India on the international playing field. Despite the fact that Modi presents his country as the number one production and export location for Western companies, he simultaneously pushes for more self-sufficiency and rejects regional cooperation. Like the Regional Comprehensive Economic Partnership (RCEP), the largest Asian/Oceanic trade agreement ever. Despite joining in the drafting of the treaty in 2011, India withdrew from it in 2019.  

According to Erken, the decision to keep India shielded from the world for a while is not so crazy. "The current strategy is not sustainable in the long term, protectionism has not helped India in the past. But for now, India has good reasons to protect its market for a while. It could use some time to solve structural domestic problems before it opens up further. For example, the low-yielding agricultural sector needs to be reformed, the (public) banking sector strengthened, the tax base widened and pollution reduced. If India were part of the RCEP, it would bring an enormous amount of additional foreign competition. Moreover, the RCEP's playing field is not exactly level. It is therefore not surprising that India chooses to tackle domestic problems first before opening up to further trade liberalisation".

Keep an eye on the Indian agricultural sector

"Agriculture is a good example of a sector where reforms are badly needed," says Heijman. "Agriculture generates 15% of the added value, but 40% of India's population is employed in this sector. That is 600 million people. So there is a need for professionalisation within the sector and the government should also facilitate that people can quickly and easily become active within other sectors such as services or construction in order to create sufficient employment for the Indian population." Recently, the Indian government introduced two new agricultural laws that were supposed to improve the supply chain, but they were not received enthusiastically by Indian farmers. "In India, they once introduced special government-controlled markets or mandis to ensure that farmers would always get a fair price for their product," Erken explains. "But in the meantime, this means of protection functions as a cartel that structurally underpays farmers." The new law makes it possible for farmers to offer their products outside the mandis and to demand a price more than 40% higher. "But of course the competition is going to ensure that some farmers' businesses are not going to make it and that creates uncertainty among farmers at the moment." 

According to Heijman, it is logical that farmers are sceptical about the change. "Rabobank has many wholesale clients in the Food & Agri sector worldwide and in India. For us, sustainability scoring in the chain is an integral part of the lending process and the challenges in the supply chain, such as fair prices for farmers, are topics we address in all our customer contacts. In India, but also in the rest of the world, it is challenging for them to negotiate a good price directly with the farmers. Our customers need a certain volume of products, but do not have the capacity to deal with a large number of different smallholders. It is therefore necessary to organise the chains as efficiently as possible. The Indian government has taken the first step, but in order for the agricultural sector to reach its full potential, economies of scale must be made possible and the smallholder level must be better organised."

Dutch knowledge can make these sectors boom

Nevertheless, Heijman points to Food & Agri as one of the sectors that offers interesting opportunities for European companies in the years to come. "Reason number one is the gigantic local consumer market in India. In addition, climate change is having an enormous impact on the Indian Food & Agri sector, and it is precisely in the Netherlands that we have all the knowledge needed to make agriculture more efficient and robust, for example. But India also has big plans for water management, including the dredging sector, sustainable energy and healthcare, which offers interesting investment opportunities in the year ahead." Erken joins him: "We have an enormous amount of knowledge with which we can do good business in India. India is already on the Dutch radar, but there is still room for more. Our seed breeders and dredging companies are already there, and of course we are world leaders in those fields, but we have a lot more to offer. The Dutch government could put India in the spotlight a little more as an interesting investment destination."

But according to Heijman, India has already gained popularity among companies and the Dutch government in recent years. "It is simply reflected in our growing client portfolio, which means that more and more clients are undertaking activities in India. Another example is the 2019 Dutch trade mission, which was the largest ever. Bigger than those that travelled to the US or China." According to Heijnman, the pandemic year temporarily broke this investment trend. "2020 was tough. A lot of decisions and deals have been pushed back to 2021, because no one knows what the final impact of the corona crisis will be. But India is such a dynamic and resilient country, it always manages to climb back out of the doldrums." 

 

Brabants ENS Clean Air experiences difficult market entry in India despite high demand for unique technology

 

ENS Clean Air from Brabant and artist Daan Roosegaarde jointly developed a so-called smog tower, which removes fine dust from the air. After the success in China, requests from India flooded in, but market entry was difficult. "You need to be in it for the long haul in India," says Esmée van de Vorle, managing director of ENS Clean Air.

Managing Director Esmée van de Vorle pitch ENS Clean Air's air purification technology during the trade mission in India

Managing Director Esmée van de Vorle pitch ENS Clean Air's air purification technology during the trade mission in India

First steps in India

The first contacts with India did not turn out as the Brabant family business ENS Clean Air had hoped. "We have an interesting technology for countries that struggle with poor air quality," says Esmée. "Not surprisingly, soon after we were founded in 2009 we were approached by a potential Indian partner. I flew back and forth with my mother, the founder of ENS, several times to see if we could actually set up a joint venture with this potential partner. It just didn't seem like we could keep full ownership of our technology and that closed the door on us right away. Our goal is clean air for everyone, but this way it didn't feel right." After this experience, India disappears from ENS's sights for a while. Until Esmée got talking to a local engineer at a trade fair in Germany. He wanted to link the company from Brabant to the European Business and Technology Centre in Delhi, because he thought that India could make good use of ENS's technology. "We seized the opportunity. Perhaps with the help of European experts on the ground we could find the right partner." 

The applications from India are rolling in

While the Brabant family business is working with the EBTC to find a suitable business partner in India, artist Daan Roosegaarde is simultaneously starting his world tour with the Smog Free Tower. "That's a design tower incorporating our air purification technology," Van de Vorle explains. "That exposure suddenly got the whole world interested in us. One of the interested parties was the Dutch Embassy in Delhi, which is keen to help ENS gain a foothold in India. "And then it all goes really fast," says Esmée. "Through the EBTC we met a suitable partner with whom it clicked well, and through our contact with the Dutch embassy we not only got an assignment from The American Embassy School to improve the air quality in their courtyard, but also a last minute spot in the trade mission in India led by Prime Minister Rutte."

Don't shy away from pitching at a children's party
- Esmée van der Vorle - Managing Director ENS CLEAN AIR

A trade mission is hard work

"Trade missions are mainly a very nice way to make contacts and to get exposure for your business," explains Esmée. "So don't expect to come home after your participation with all the hard deals under your arm. Especially not in a country like India where building a relationship of trust between trading partners is ten times as important." According to Esmée, making good contacts is therefore one of the most important lessons she learned about business from her mother and would also like to pass on to other entrepreneurs. "You are on a business trip to work, so you just have to show your face everywhere. Not just at business events and meetings, you have to be on 24/7." 

Pitching at a child's birthday

"If you get the chance to meet in private, make sure you take it," is Esmée's advice. "During the trade mission with Rutte I met our new business partner, whom EBTC had found for us, in person for the first time. That went very well and so they invited us to the birthday of the owner's niece. That birthday fell exactly on our last day in India, three hours before the flight back to the Netherlands. My colleague therefore doubted whether it was wise to go, but I knew we couldn't miss out. Once at the party, we were introduced to one senior official after another, all very interested in our company. So on the last day of the trip I was pitching at a children's birthday party to about twenty high-ranking officials."  

Firm agreements on quality

ENS and their Indian partner, Sudhir Power, have now successfully completed their first major job at The American Embassy School in New Delhi. "This job allowed us to test our newly formed partnership. We only had technical supervision on site and gave our partner Sudhir Power the freedom to do the installation work in their own way." Despite the fact that, according to Esmée, in such a partnership you have to dare to surrender a little to your new partner's way of doing things, she still advises companies to make clear agreements on manufacturing methods. "For example, we have agreed that we will produce the control cabinets in the Netherlands and the rest of the components, such as the housing, will be made in India. We do have strict requirements for this, so that we can be sure of guaranteeing the quality of our product. Fortunately, we have found a partner who has been working with European companies for a long time. They understand very well what quality the products have to be."

Benefits of corona crisis

With the outbreak of the coronavirus, the cooperation between ENS and Sudhir has temporarily slowed down. "Not because things are not going well between us", says Esmée, "but because we agreed from the start that we would build up the cooperation slowly. First we'd date, then we'd get engaged, and whether we'd actually get married or set up a joint venture is something we'll see in due course." But the big impact COVID-19 is having on India could create some interesting opportunities for ENS's products in the near future. "We are still a niche product, but as air purification is an important weapon in the fight against airborne viruses, more attention is being paid to our technology. That could well pay off for us in the future. 

Bureaucratic hurdles

For the time being, ENS is mainly suffering from the strict measures that the Indian government has taken to curb the spread of the coronavirus. After installing the purification systems in the courtyard of The American Embassy School, ENS also had special measuring equipment installed to show how effective the systems work. "And then suddenly the whole country went on lockdown and we were suddenly unable to remove that equipment, which we had introduced with a special visa, in time for the permit to expire," says the management director of ENS. "I thought I had done the right thing by asking the Indian Chamber of Commerce for advice. But now they have sent me from pillar to post and there is a claim on our equipment. We are now getting help from Maier+Vidorno, IndiaConnected's partner in India, and hope to convince the customs authorities to let us recover the equipment. If not, this will become a legal case. I am thus learning a hard lesson about bureaucracy in India."

Family business

Despite this setback, for Esmée India is above all a place where you are received with a warm smile and genuine interest. "Especially the fact that we are a family business opens doors for us. Our Indian partner, for example, is also a real family business and that not only evokes recognition, but also creates a better bond of trust. We are very happy with this cooperation. Esmée is looking forward to working with Sudhir Power in the coming years to gradually build a cleaner living environment in India. "For example by helping more schools to turn their squares into safe playgrounds or to improve the situation in the Indian streets a little by further implementing our Lungs of the City concept. Hopefully, in the longer term, we will also see the first smog towers rising in Indian cities."

 

Corporate responsibility in India

Do you want to procure, produce or trade in India sustainably and fairly? To this end, MVO Nederland introduces the 'Turnover with impact' programme. The programme, which is supported by the Ministry of Foreign Affairs, stimulates sustainable trade and contributes to the Sustainable Development Goals. 

 
CSR in India
 

Sustainable trade with India
Dutch entrepreneurs who do business with India see many opportunities for sustainable trade, according to recent research by MVO Nederland(Thermometer 2016). They would also like to do business responsibly, but find it difficult to put this into practice. At the same time, many trading partners in India would like to invest in CSR, but lack the financial resources and security to do so.

Matchmaking
MVO Nederland links up small coalitions of entrepreneurs in the Netherlands and India. After researching promising market opportunities in India, a plan is drawn up with the entrepreneurs for the realisation of sustainable and fair trade and investment relations. In this plan, companies must at least comply with the OECD guidelines and contribute as much as possible to the Sustainable Development Goals. MVO Nederland focuses mainly on innovative business plans. Examples are circular clothing production, sustainable fruit growing that improves soil quality or smart solutions to tackle waste problems. The focus is on the agrifood, textile, leather, ICT, tourism, chemical and maritime sectors.

MVO Nederland and IndiaConnected
MVO Nederland is the largest sustainable business network in Europe. Together with companies, projects are started that contribute to a new economy, which is climate neutral, where waste does not exist and where every talent counts. Currently, over 2,300 partners are connected, consisting of both startups, freelancers, SMEs and large multinationals. IndiaConnected is an official partner of MVO Nederland.

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