Nuance Biotechnology, a rapidly emerging player in the feed additives industry, has made significant strides in 2024 by acquiring two prominent French companies—Global Nutrition International and NutriConcept. This strategic move has bolstered their global footprint, expanded R&D capabilities and facilitated their entry into key markets, including India. Poultry Creations, along with other poultry media, had the privilege of speaking with Dr. Nemanja Todorovic, Chief Business Officer and Mr. Joginder Singh Uppal, Business Director, South Asia, during the 35th AGM of the Poultry Federation of India in Gurugram to discuss their vision, innovations and plans for the Indian market
Entering the Indian Market and Expansion Strategies:
When did Nuance Biotech enter the Indian market and what are your strategies for expansion?
Dr. Nemanja Todorovic: India is not just a country; it is a continent in itself with immense potential in biotechnology and livestock. Recognizing this, we have appointed knowledgeable professionals like Mr. Uppal to lead our initiatives. Our key strategies include:
1. Forging strategic partnerships with key industry players.
2. Expanding distribution networks for broader market penetration.
3. Collaborating with research institutions to localize our products.
4. Educating farmers on the benefits of postbiotics and other innovations tailored to Indian conditions.”
Joginder Singh Uppal: “We launched our South Asian operations in June 2024 with a strong focus on poultry and dairy. Our flagship products, Nu.biom Aves for poultry and Nu.biom Bos for dairy, enhance resilience, performance and farm profitability. Our goal is to empower farmers through innovative solutions backed by scientific research and technical expertise.”
Understanding Postbiotics
Question: Can you explain the difference between postbiotics and other types of biotics?
Dr. Nemanja Todorovic: “Biotics are broadly categorized into prebiotics, probiotics, and postbiotics:
1. Prebiotics serve as a nutrient source for beneficial gut bacteria.
2. Probiotics are live microorganisms that improve gut health.
3. Postbiotics are metabolic byproducts of probiotics, offering stable and targeted benefits without the viability concerns of probiotics.
Our postbiotics enhance gut microbiota balance, optimize nutrient utilization and contribute to immune modulation. Imagine prebiotics as soil, probiotics as rice growing in the field and postbiotics as rice noodles ready for consumption.”
Tailoring Solutions for the Indian Market
Question: How does Nuance Biotech cater to the unique needs of the Indian market?
Joginder Singh Uppal: “We offer tailored solutions to address challenges in poultry and dairy farming, such as:
Postbiotics: A novel concept with proven benefits for immunity, egg quality and overall productivity.
Global Biotics: Products like mycotoxin binders (e.g., Global Fix) and acidifiers that address vital industry concerns.
Our goal is to support farmers with innovative products backed by research, while also educating them about sustainable and profitable farming practices.”
Market Strategy and Customer Engagement
Question: Who is your primary target in the market—feed mills, breeders, GP operators, commercial broiler farmers or integrators?
Joginder Singh Uppal: “Our primary focus is on feed mills since our products are predominantly feed additives. About 60-70% of the industry relies on feed, making this our initial target. Our secondary focus is integrators and large-scale farmers, including layer farmers who produce their own feed. Products like NutriGut and Globacid DW are designed for these segments.”
Unique Selling Proposition and Market Entry
Question: With several toxin binders and acidifiers in the market, what makes your products stand out?
Dr. Nemanja Todorovic: “Our precision production technology sets us apart. From raw material selection and fermentation to production and quality control, every step is meticulously executed. Our R&D-driven approach ensures high efficacy. Global Nutrition, part of our portfolio, has been a trusted name since 2002, exporting to over 40 countries. This global presence underscores the reliability and effectiveness of our products.”
Question: Have your products been introduced to the Indian market yet?
Dr. Nemanja Todorovic: “We commenced operations in mid-2024, focusing on key partnerships and collaborations. Our first consignment is scheduled to arrive next month, allowing us to engage with clients and initiate trials. Discussions with several companies are already underway.”
Future Innovations and Long-Term Vision
Question: Can you share upcoming innovations or product launches for the Indian poultry sector?
Joginder Singh Uppal: “Our focus extends beyond product launches—we provide integrated solutions. Enhancing animal resilience is at the core of our philosophy. By leveraging our expertise in microbial metabolites, we develop solutions tailored to specific market needs. While poultry and dairy remain our primary sectors, we are continuously evolving to address industry challenges.”
Question: What are your long-term plans for the Indian market?
Dr. Nemanja Todorovic: “Our strategy is structured around three key phases:
1. Establishing Partnerships – We have made significant progress in forging valuable collaborations.
2. Regional Expansion – In addition to India, we are targeting Pakistan, Bangladesh, Nepal and Sri Lanka.
3. Direct Sales and Marketing – While working with distributors for outreach, we also plan to engage directly with key accounts representing 50-60% of the poultry industry.”
Sustainability and Industry Challenges
Question: What steps is Nuance Biotech taking to ensure product sustainability?
Dr. Nemanja Todorovic: “Sustainability is at the core of our innovation strategy. We focus on enhancing nutrient utilization, reducing waste and minimizing environmental impact. For example, our solutions target ammonia control in poultry and aquaculture. Additionally, our postbiotic solutions have shown promise in reducing methane emissions in dairy cattle, and we plan to conduct further trials in India with leading research institutions.”
Question: Unlike poultry, the Indian dairy sector consists largely of unorganized small farmers. How does Nuance Biotechnology plan to support them?
Dr. Nemanja Todorovic: “About 80% of India’s dairy farmers operate at a small scale. We aim to reach them through a three-pronged strategy:
1. Strengthening our distribution network to enhance accessibility.
2. Focusing on large dairy operations that drive significant market influence.
3. Leveraging veterinary shops as a direct channel for small-scale farmers, a model that has succeeded in similar markets.”
In conclusion, Nuance Biotech is positioning itself as a pioneering force in the feed additives sector, committed to innovation, sustainability and farmer education. As they expand their presence in India and beyond, their solutions promise to enhance efficiency, profitability and resilience in the livestock industry.
