MERE DESH KI DHARTI SONA UGALE ;;;;;; DIRECTOR MOHIT RAJA RAJPURA

Raja Fat and Feeds
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Located in Rajpura, Punjab. Manufactures poultry feed, cattle feed, broiler feed, layer feed and rabbit feed.


Mohit Raja
Raja Fat & Feed Pvt. Ltd was set up in 1995. The company is located in Rajpura, Punjab. “Maximum shareholders of the company are within the family,” says Mr. Mohit Raja, director. The company manufactures poultry feed, cattle feed, broiler feed, layer feed and rabbit feed. Raja Fat & Feeds is an ISO 9001:2000 certified company. “Recently we have done the rating of our organization by Dun & Bradstreet,” maintains Mr. Raja.

Products Range
The range of products offered by the company is the following:
· Poultry feed
· Broiler concentrate feed
· Cattle feed
· Layer concentrate feed
· Broiler crumbs
· Layer crumbs
· Pallets

· Bazra
· Maize
· Ground nut
· De-oiled rice bran
· De-oiled mustard cake
· De-oiled sunflower cake
· De-oiled soya flakes
· Groundnut extraction cake

Product Suitability
When asked for which animals the products are most suitable, Mr. Raja avers, “Our products are mainly for egg laying bird (i.e. layer), for broilers (the chicken that we eat), for cattle (milking cows as well) and rabbit.” The products are sold under the brand name of ‘Super Feeds’. “The shelf life of our products varies from product to product, like poultry feed have a shelf life of 30-40 days,” he adds.

He explains, “Poultry feeds are referred to as “complete” feeds, because they are designed to contain all the protein, energy, vitamins, minerals, and other nutrients necessary for proper growth, egg production and health of the birds. Feeding any other ingredients, mixed with the feed or fed separately, upsets the balance of nutrients. Feeding additional grain or supplement with the complete poultry feed is not recommended.” Further explaining the meaning of layer feed, Mr. Raja says, “The feed is basically used for egg laying bird.”

Speaking about the advantages of the products over similar products offered by competition, Mr. Raja says, “Our advantage is our quality, and the services that we provide. The cost of the product is also cheaper than our competitors.”

Source of Ingredients
The main ingredients of poultry feed are basically food grains, like soya bean, sunflower, mustard, corn, millets etc. The company procures these materials from within the country.

Client Base
Some of the prominent clients of the company include Godrej Agrovet and Sughna Poultry farms beside others “Our target customers are region based. We have a strong dealer network base of 200 dealers in about 7 states of north India,” avers Mr. Raja. “We have also recently exported poultry feed to Iraq,” he adds.

Business Turnover
The company has employed 10 staff members and about 20 laborers on a permanent basis, and 40 workers on a contract basis. “Our company’s turnover in terms of sales for the year 2007-2008 was about Rs.40 crores,” says Mr. Raja.

[private] Infrastructure
The company is equipped with a manufacturing unit equipped with modernized manufacturing as well as packaging machines. It also has hi-tech laboratories to test all the products ready for packing, storage, distribution and sales. The company has hygienic warehouse, which facilitates the storage of voluminous stock of animal nutritional products. The warehouse is also facilitated with freezers where hygienic features like temperature as well as humidity are controlled by special devices and equipment. Raja Fat & Feed carry in-house packing unit, where all our products are packed after examination. All the basic packaging related check ups are done at this stage.

Herbal Feed Products
Commenting on the herbal animal healthcare and feed products, Mr. Rajaj says, “For herbal medicine there are some products that work very well in the feed, like herbal vitamin C, and there are some which do not add any advantage in using the basic obstacle in expanding the market is, the nature of the business, as this industry is credit governed and not very organized this sometimes poses hindrances in expanding.”

Future Plans
The company has major plans for expansion in the near future. “We want to reach sales turnover of more than Rs.100 crores by 2010, and convert our existing manufacturing plant into a fully automatic one. We are the first company from North India to export poultry feed,” says Mr. Raja.

He further adds, “At the beginning, the turnover of our company was about Rs.10 crores. In the year 2001 we launched our own brand ‘Super Feed’ and that was also the year when I joined this organization. In the year 2004 I was appointed the director of the company. We have a great deal of experience in manufacturing feed, as we did some good volumes of feed manufacturing for “Gold Mohur” a company of Hindustan Liver Limited , now owned by Godrej Agrovet. Some of our prominent customers include.” Mr. Raja has done his graduation in business administration from Punjab University and his masters in retail management from Symbiosis, Pune.

Mr. Mohit Raja. Director,