Vision and Mission:

● What inspired you to establish Taiyo Feed Mill Pvt Ltd, and how has your vision evolved since its inception in 2002?

R.S Prabakar: Taiyo Feed Mill Pvt Ltd was established in 2002 due to a passion for providing affordable, nutritionally rich pet feed globally. The core mission of the Taiyo Group is centered around educating and guiding pet owners, thereby empowering them to make informed decisions for their beloved companions. Customer trust and satisfaction are prioritized in the delivery of optimal pet products. The unwavering pursuit of excellence is aimed at establishing India as a hub for all things related to pets, enhancing pets' well-being, and reinforcing the bond between pets and their owners.

Since its inception, remarkable growth has been experienced by Taiyo India, with exports reaching over 30 countries and partnerships formed with more than 40 distributors across India and South-East Asia, reflecting a strong commitment to superior quality and reliability.

● How does your mission to foster a healthier, self-sustaining environment for pets influence your business decisions and strategies?

R.S Prabakar: Taiyo's mission to foster a healthier and self-sustaining environment for pets is driven by a commitment to quality, innovation, and customer satisfaction. A varied selection of pet food products for different animals is strategically offered, ensuring that one trusted brand can be relied upon by families with multiple pets. Success has been achieved through an unwavering dedication to product quality and innovation, with consistent investment made in research and development to stay at the forefront of the industry. A customer-centric approach has been vital, with feedback being listened to, needs addressed, and exceptional service provided, fostering strong relationships and brand loyalty. Innovation, creativity, and meeting evolving customer needs are seen as core objectives, driving constant adaptation and the offering of cutting-edge solutions in the pet food industry.

Industry Insights:

● How has the pet nutrition industry in India changed since you first entered the scene in 1994?

R.S Prabakar: Since entering the pet nutrition industry, significant changes have been witnessed in India. Initially, the importance of providing a nutritious, wholesome diet for pets was understood by few, and accessibility to pet food and distribution was limited. The unprecedented pandemic accelerated efforts to ensure hassle-free shopping for every pet owner. Business outlets have been strategically expanded, making essential pet products more accessible, creating job opportunities, and aiding economic stability. Additionally, greater emphasis is now placed on mental health initiatives through social media, promoting pet companionship for emotional well-being and fostering a sense of purpose and comfort. Standing as a beacon of innovation and dedication within the pet industry, Taiyo Group is committed to providing nourishment that enhances the lives of pets and strengthens the bond between pets and their owners.

● What are the biggest challenges and opportunities for the pet food industry in the coming years?

R.S Prabakar: The pet food industry in India is expected to face both significant challenges and opportunities in the coming years. A surge in pet ownership, driven by societal shifts, increased awareness of companionship benefits, and urbanization, presents a massive opportunity for growth. This trend has been amplified by social media, showcasing the joy of pets and expanding the market. However, the challenge of educating pet owners about proper nutrition remains. Product quality and variety can be enhanced through collaboration among startups in research and development. The issue of brand duplication exists but can be addressed through distinctive packaging and clear branding. Overall, the industry's continued growth and success will depend on fostering innovation and educating consumers.

Quality and Innovation:

● Can you elaborate on the importance of maintaining an ISO-certified facility and how it impacts your product quality?

R.S Prabakar: Ensuring consistent product quality and meeting global standards is crucial, maintained through an ISO-certified facility. Taiyo India’s manufacturing facility, designed to handle both domestic and international demands, serves as the backbone of operations. Quality checks are meticulously conducted at various stages of the manufacturing process by a proficient team at Taiyo, ensuring that each product meets strict quality standards. High- quality standards are maintained through pre-production inspections on raw materials and thorough supervision during food packing. This commitment to quality drives the demand for Taiyo's products in the market. Challenges are addressed, and feedback is incorporated through annual meetings with distributors, further enhancing the products. High demand and a strong reputation in the market are driven by this meticulous approach to quality and focus on affordability.

● How do you approach research and development to ensure your products remain innovative and meet the diverse nutritional needs of pets?

R.S Prabakar: At Taiyo India, a research and development approach deeply rooted in leveraging cutting-edge technology and innovation is maintained. The latest advancements are integrated by the state-of-the-art R&D division to stay ahead in product development and quality enhancement. Innovation is viewed as the backbone of success, driving constant adaptation and improvement. A wide range of pets, from aquatic species to birds, dogs, and cats, are catered to, ensuring that specific nutritional needs are met. Leadership in the pet food industry is maintained by diversifying offerings and focusing on customized nutrition. An extensive product range is provided, serving families with various pets and offering a comprehensive selection under one brand. Excellence is achieved not only in aquarium fish feed but also in producing high-quality bird feed and small animal feed. Initially focused on fish feed, the product line was swiftly diversified to cover a broad spectrum of pets, including birds, dogs, cats, turtles, and more.

Product Line:

● How do you ensure the inclusion of indigenous ingredients enhances the nutritional value of your products?

R.S Prabakar: At Taiyo India, pet food products are enhanced by infusing them with indigenous ingredients in patented formulas to ensure optimal nutrition for every pet. The daily nutritional needs of dogs and cats at all life stages are met by these formulas, which feature high protein content and appealing flavors. High-quality protein sources are included to support easy digestion and overall vitality. Essential nutrients are provided by supplementary ingredients like fish oil and other extracts, while natural extracts help reduce stool odor and prebiotics promote a healthy digestive system. Premium ingredients, including vegetables and fiber, are incorporated into the diet.

B2B Relationships:

● What strategies do you employ to build and maintain strong relationships with your suppliers and distributors?

R.S Prabakar: To build and maintain strong relationships with suppliers and distributors, effective communication and collaboration are emphasized by Taiyo India. Annual meetings are held to understand challenges, gather feedback, and address concerns. This proactive approach helps refine distribution strategies and enhance the e-commerce presence. Widespread product availability and brand visibility are ensured by a well-established distribution network and targeted marketing, fostering strong partnerships and driving

mutual growth.

● How do you ensure a consistent supply chain to meet the growing demands of your products both domestically and internationally?

R.S Prabakar: Taiyo India’s manufacturing facility is designed to meet both domestic and international demands with precision and reliability. Over 30 countries are exported to, showcasing a commitment to global excellence. Operations are streamlined to adapt to cultural requirements in packaging and labeling, ensuring diverse market needs are met. Rigorous quality control is maintained, with checks at every production stage to uphold high standards. Formulations and packaging are customized to align with local preferences, enhancing global appeal. Participation in international pet industry trade shows strengthens the network and brand visibility. Recognition with prestigious awards such as the ‘2012 CII Emerging Entrepreneur Award,’ ‘World Branding Award Fish Feed Edition,’ and ‘Indian Pet Industry Forum’s Most Innovative Entrepreneur Award’ reinforces a dedication to quality and innovation worldwide.

Export and Expansion:

• What challenges have you faced in expanding your product reach globally, and how have you overcome them?

  
  

R.S Prabakar: Expanding Taiyo’s product reach globally has presented challenges such as understanding market dynamics, consumer preferences, regulatory requirements, and cultural nuances. Managing logistics across borders, ensuring reliable supply chains, and navigating import/export regulations add complexity and cost. Facing established local competitors and building brand recognition in new markets, we had to work on a strong differentiation strategy. To overcome these challenges, we conducted comprehensive market research to understand consumer needs and regulatory environments. We formed strategic partnerships with local distributors, suppliers, and influencers to navigate local business scenes effectively. Additionally, we allocated resources to marketing campaigns that raise brand awareness and build trust in new markets.

• Are there any new markets or regions you are targeting to expand soon?

R.S Prabakar: Currently, Taiyo Feed Mill Pvt Ltd operates in Southeast Asia, the Middle East, Africa, and more. We are targeting expansion to the USA, UK, and other Asian countries this year. We emphasize fostering faith in Indian products, encouraging more purchases proudly labeled “Made in India.” This comprehensive approach embodies Taiyo’s unwavering dedication to excellence, aiming for substantial global recognition in the pet food industry.

Sustainability and Ethics:

● How does Taiyo Feed Mill Pvt Ltd incorporate sustainability into its manufacturing and business practices?

R.S Prabakar: Taiyo incorporates sustainability into its operations through various initiatives. We source raw materials from local suppliers who adhere to sustainable agricultural practices, ensuring responsible farming and resource management. Our manufacturing facilities implement energy-efficient technologies and practices to minimize environmental impact. We have developed comprehensive waste management systems to reduce waste generation and promote recycling wherever feasible. Additionally, we invest in research and development to create sustainable and eco-friendly feed products that promote animal health while reducing environmental impact. We can proudly say that our commitment to sustainability is integral to our business practices and goals.

Advice for New Startups:

● What advice would you give to new startups entering the pet industry?

R.S Prabakar: Entering the pet industry as a new startup is both exciting and challenging.

• Conduct thorough research to understand consumer preferences, market trends, and competition.

• Ensure your products meet high-quality standards, offering safe and nutritious options for pets.

• Continuously innovate with unique selling points like local ingredients.

• Build strong relationships with suppliers, distributors, and retailers to navigate supply chain challenges.

• Leverage digital marketing to connect with pet owners and build brand loyalty.

• Pay attention to customer feedback to improve products and services.

• Ensure compliance with local and international regulations and consider sustainable practices.

• Participate in industry events to network and showcase your products.

  
  

Above all, focusing on quality, innovation, and customer satisfaction will help new startups achieve long-term growth in the pet industry.