Sansmriti Vol 3-2016

SANSMRITIREMEMBERING EXCELLENCE Volume: 3



Keep all special thoughts and memories for lifetimes to come. Share thesekeepsakes with others to inspire hope and build from the past, which canbridge to the future.Courtesy Mattie Stepanek

CONTENTS AUTOMISING PROSPERITY  CELEBRATING A LEGACY 32 - CMT Story-Chhattisgarh 05 - Netafim Day 2015 35 38 PRECISION FOR SURE SUCCESS  MOVING AHEAD TOGETHER 40 - Geotagging 07 - POC 2015 RAISING BAR FOR SUCCESS  NETAFIM BACKBONE - 50 Crores in a District 9 - Vision | Mission | Values A NEW BEGINNING  LEARN, SHARE & EXPLORE- New GDC Office & CMT Centre Launch 11 - SBU South Marketing Day AIMING FOR PERFECTION 13 - LEAN & 5S  PARTNERING SUCCESS THROUGH CI 44 - Ramthal & Bambavade CI Project  SETTING TRENDS FOR COMMODITY CROP - Drip in Rice 48 24 X 7 AT YOUR SERVICE  TECHNOLOGY FOR EFFICIENCY & COMFORT - Call Centre Launch 18 - Mechanization Solutions 50 ENABLING DIGITAL ACCESS - Tablet Roll Out  PRODUCTIVITY MULTIPLIED 52 20 - Small Holdings Drip System MAINTAINING SYSTEM’S QUALITY - ASTS Campaign  PROSPERITY WITH PROTECTION 54 22 - Drip Insurance THE DIGITAL EDGE - Netafim India App & Radio Jingles  CHANNELLING POTENTIAL 56 24 - Suvidha Portal PARTNERING PROSPERITY - Corporate Client-Amol Porwal 26 REACHING OUT 29 - Drip Mitra Programme  AGRITECH ISRAEL 2015 60  NEW WAREHOUSE INAUGURATION 63  PLAST INDIA 64  FIRE & SAFETY TRAINING 66  VIBRANT GUJARAT GLOBAL TRADE SHOW 68  NEW WINDER 70

“Every occurrence in nature is preceded by other occurrences which are its causes and succeeded by others which are its effects. The human mind is not satisfied with observing and studying any natural occurrence alone, but takes pleasure in connecting every natural FACT with what has gone before it and what is to come after it.” Courtesy - John Tyndall3

Every passing year, our business achieves new horizons of growth. We establishhigher standards of performance and work even harder to surpass them. We havesown seeds of change in the past year, seeds which will foster business excellence forus in the coming years.N Fact brings you such events which will take you through our spree of businessexcellence from the past… 4

AUTOMISING PROSPERITY - CMT Story-Chhattisgarh“What new technology does is create new opportunities to do a job that customerswant done.” – Tim O’ReillyOur Pride High Flow is also able to monitor and maintain the EC &Netafim’s world class field automation systems are pH of the irrigation water and the soil, thereby creatingcreating waves in the Indian agriculture market, simply optimum conditions for nutrient uptake. In short, notbecause of smart and simple way in which they are only is precise amount of water and nutrient deliveredtransforming irrigation and nutrient management into to the root zone of the plants, but also their uptake ishassle free, precise and in-control processes. Netafim’s taken care of. With EC & pH monitoring and control, soilcontrollers and dosing units provide the farmers with near the drain side of the fields can now grow healthyunmatched precision while choosing the right kind & crops, in place of subdued growth that was witnessedquantity of nutrients and water for irrigation, which previously. The dosing channels on the Netajet Highresults in optimum utilization of resources and Flow have been customized to felicitate the selection ofimproved productivity. Thus automation systems not 16 different kinds of nutrients/fertilizers with the help ofonly save on resources but provide the farmer with selectors placed on each channel. Each dosing channelpeace of mind. has one selector; hence 4 channels are able to managePrecision Agriculture 16 inputs. One channel is fixed for acid input toAmong the many success stories that have become maintain EC & pH. This has enabled the application ofrealities with our automation systems, one that stands not only bulk fertilizers like Nitrogen, Phosphorous andout is of Shri Anilbhai Chauhan. A progressive farmer Potassium, but micro-nutrients like Zinc, Magnesium,by occupation, Anilbhai is the proud owner of 100 acres Iron, Boron, Copper, Chlorine, Sulphur, Molybdenum,of fertile land in village of Khapri, district Dung, etc., which are vital for plant growth can be supplied toChhattisgarh. Primarily tomato, capsicum (green and the plants. The channels can also be used to mix plantcoloured) and guava are cultivated on his lands. Having protection inputs in the irrigation water to manage theinstalled our drip irrigation system way back in the late infestation of diseases and pests.90’s, Anilbhai has been reaping bountiful crops fromhis lands. Having been completely satisfied with thebenefits of drip irrigation system and feeling the need totake agriculture to the next level, last year in the monthof July, he decided to go for Netafim’s NetajetTM HighFlow dosing unit. The champion automation system,that has the ability to multi-task dosing nutrients as wellcontrolling the valves for operations like a walk in thepark, has been employed to monitor the irrigation ofabout 27 acres of tomato, 34 acres of capsicum, 6 acresof greenhouse and 5 acres of guava crops.Along with irrigation and nutrient management, Netajet5

Precise control with Netafim’s automation system hasled to increase in productivity and quality that exceededexpectations. The crops now mature uniformly and canbe harvested with ease. The quality and size of harvestreaped in each flush is also uniform across all flushes.The following increase in productivity was calculatedon Shri. Anilbhai’s farm:Tomato: 150%Guava: 160%Capsicum: 100%Cucumber (greenhouse): 80%And all this was obtained in the first year of CMTinstallation. Anilbhai has now diversified his cropportfolio and also is able to take more crops within acropping season. With better understanding of thesystem, Netafim’s durable Dripperlines and round theclock support from our field experts, many farmers likeAnilbhai are reaping the fruits of precision agriculturealong with easy farm management. 6

PRECISION FOR SURE SUCCESS - Geotagging“Machines take me by surprise with great frequency.”Technology drives businesses today. In the world – Alan Turingdominated by smart phones, that have literally wipedout the space between people, and the range of irrigation business. Similarly, there may be cases withapplications available which can be customized as per partial installation/ incomplete installation for which theour requirements, make their utility in daily activities farmer avails the Completion Certificate. Later duringeven more versatile. Affordable smart phones have inspection, such cases may get highlighted leading toreshaped and redefined the way people use them for penalty towards Netafim.communication, either for personal or professional To prevent such cases, it is important to check if theuses. Information exchange has never been so easy and installation has taken place in the correct field. Also wefast. Taking advantage of the smart phone boom that need to check if the installation is complete as per thehas hit our country and been utilized very effectively, design submitted. These issues can be resolved bySBU South of Netafim India launched the initiative of taking a photograph of the installation and geotagging itGeotagging, an application that has changed the way with the survey done. This will ensure correct anddrip irrigation systems are installed in the field. quality installation and help us prevent malpracticesGeotagging is the process of adding geographical that may harm our business and repute.identification to various media such as photographs tomeet business objectives. This data usually consists oflatitude and longitude coordinates, though they canalso include elevation, bearing, distance, accuracy dataand place names. Smart phones already have the inbuiltGPS in them. Hence photo taken from them can belinked with their geographical location and sent as adata file.Need for Geotagging:Sales recognition in Andhra Pradesh and TelanganaState happens after sending the work completioncertificate to the head office. There is need to get acorrect Work Completion Certificate after completeinstallation of the drip irrigation system. It must also beensured that the installation has happened in the fieldfor which survey was done.There are cases in which installation happens in fieldsother than actual surveyed fields. It leads to loss ofrevenue to Netafim as well as huge penalty that may belevied by APMIP, the nodal agency for monitoring micro 7

Benefit of Geotagging: not only ensures transparency in the whole process, Assures installation is done in the surveyed field but also helps us maintain our honor in the business. Photographs of the installation at a centralized Though we exist to serve the farming community, it still remains our responsibility to ensure that we maintain a location transparent image in the field, stick to the guidelines Assures complete and good quality installation of and work within the framework defined by the honorable government. the system Prevents malpractices related to installation 8 Assures complete collection from APMIP as the installation done is correct Reduces risk of penalties from APMIP Assures visit by our ASTS to each farmer field Improves service to our customersRoll Out:The Geotagging App is installed in the smart phonesof the ASTS team members. The App. is also installedin the mobiles of more than 100 dealers. Aftercomplete installation of the drip system, the ASTSpersonnel/dealer has to visit the field and takegeotagged photographs through the App. Thephotographs are collected in the main servermaintained by Netafim. A dedicated person checksthese photographs in the Geotagging website,checking for completion and quality of installation. It isalso verified if the installation is done in thesame field as mentioned during the survey.The website denotes the installations done inalternative sites with red colour and mentions thatthe photograph is outside of the permissible area.Such cases are rejected and sent back to field teamfor corrections and justification. Once the installationis corrected and justified the particular case isaccepted and is resembled in green colour. The rollout happened in Andhra Pradesh in September, 2015and is currently being rolled out in Telangana. All thecases are required to go through Geotagging in AndhraPradesh and Telangana.This initiative is & will greatly help Netafim in dealingwith possible mal-practices that, may havebeen denting the name of our company. The application

RAISING BAR FOR SUCCESS -50 Crores in a District“Nothing great was ever achieved without enthusiasm.”Making in Happen – EmersonIf there was any way in which our core value of Make ItHappen could be exemplified, then it had to be the great dealers, the team strengthened the sub-dealer networkfeat that the team of Sabarkantha District in Gujarat by capturing competitor’s sub-dealer. The teamachieved. The team of Sarthak Oza, Jayesh Patel, changed the district sales organizational structure,Mansukh Ranpariya, Jayesh Dafda and Dipak Shihora, segregating core sales, sales process & agronomy,under the guidance of Arun Viramgama (DGM, Sales bringing the much needed focus to each function.and Marketing, Central and & South Gujarat) took the About seven personnel on contract were appointed tochallenges in their district head on and transformed the add more muscle to the strategy that was beingregion into one of the most profitable in the country. implemented in the district.Through sheer grit, out of the box ideas, and This along with aggressive and direct Go-To-Marketdetermination to eliminate competition, the team strategies proved to be a game changer. Since potato iscreated history by recording sales worth 50 crores in a the major crop cultivated in the region, aggressive andsingle district, something that had never been done focussed campaigns for potato crop were conducted.before. Van campaigns for Potato and CMT systems were runThe Strategy in the district. Our movies showcasing excellence overBut all of it wasn’t a bed of roses for the team. 50 years were translated into Guajarati language andSabarkantha was a district that lagged significantly in heavily promoted. Numerous dealer get-togethers wereits target achievement. Growth in market share was organized with potato agents to facilitate betteralso stagnant and the morale of the employees was low. coordination and guidance during the cropping cycle.A diagnosis by the team found that in particularly five Farmer meetings were organized and literature fortalukas/blocks (Modasa, Bhiloda, Khedbrahma, potato crop cultivation under drip systems wereVijaynagar & Posina) our market share is only 5% and delivered door-to-door. Advertisements in newspapers,the drip irrigation industry was doing 60% of its local news channels, wall paintings and sign boardsbusiness in these 5 talukas. This presented our men in dotted the major customer touch points in the region.orange with an opportunity to turn the tides in theirfavour and script a success story like never before.The first step was taking corrective steps afterdiagnosis of the situation. The moves were simple, butthey had an impressive result. The team identifiedstrong dealers of competitor companies and convincedthem to work as Netafim’s Sub-Dealers. This alsomeant that the existing dealers had to be convinced topass on maximum benefits to sub-dealer in order tobreak the competitor’s network. Instead of adding new 9

Registration of the enquiry and the survey for the fieldwere done on the spot and daily enquiries were sent toeither the dealer or company staff. Another brainwavewas utilization of the lag time in the district during theelections, when GGRC, the apex body for governingthe micro-irrigation business in Gujarat was notprocessing any new applications. During this time,the team prepared their strong material pipeline andgarnered applications for about 2000 ha in a singlemonth, ready to be processed at a moment’s noticewhen work resumed at GGRC. Leveraging NAFA, ourown financing agency also played an important rolein making this feat happen. About eight dealers weresupported financially to the tune of 7.5 crores, thusbecoming the first territory for NAFA in Gujarat anda model for other districts to follow. All the hard workfinally bore fruit when at the end of 2015, Sabarkantharecorded realized sales of INR 50 crores. The icingon the cake was that this rock solid performancecatapulted the sales of Gujarat state to INR 300 croresin a single year!!For the team, Making it happen was not just a phrase, ittook concrete efforts and courageous thinking. Onceset out, the team never looked back. Fuelling theirmotives with passion and dedication, the team ofSabarkantha district have scripted history and added agolden chapter in the history of Netafim India. 10

A NEW BEGINNING -New GDC Office & CMT Centre Launch“A new beginning starts with a new attitude.”With Netafim India poised to play an important role in – Anonymousfuelling the growth of our great organization, moreand more focus is being given to set up world class maintained in the design outputs from the centre. Withfacilities in our country to cater to the growing demands the new office that is better equipped and moreof smart irrigation solutions not only in India, but the focussed, GDC is ready to take on new opportunitiesworld over. With our pool of talented youngsters, and challenges for Netafim. The new centre is equippedguided by veterans and champions of the drip irrigation to handle greater volume of work and needless to stay,business, Netafim India is being upgraded to spearhead operated by some of the best irrigation systemthe global growth engines and fully realize its potential. designers in the country. The centre, with its state ofMint Fresh Premises the art facilities, is able to take up the designing ofIn the month of February, 2016, Netafim’s mint fresh projects of any scale. There is no location too remote,Global Design Centre (GDC) & the Global Support no magnitude too big for the smart talent pool thatCenter (GSC) for Crop Management Technology were operates this facility.inaugurated at Pune. Inaugurated by our MD Randhir Within the same premises is located the new theChauhan, the opening ceremony was also attended GSC for CMT, also beginning operations on the sameby leading design and CMT experts from Netafim day as the GDC. With all the Netafim Control &Israel and many members of the Netafim India Team. Monitoring systems installed, CMT Centre aims atThe GDC, first set up in the year 2008, has been the centralized troubleshooting of automation systemfocal point of carrying out the design of major global related problems. The centre is equipped toand national projects and installations for Netafim. This troubleshoot Control (software / programming /year, the office was shifted to a new location at Pune, irrigation schedule) and Monitoring related issues andnearby the office of SBU Central. GDC designers have provide a solution, without actually having to visit thebeen credited and recognised world over for their installation site. Thus GSC-CMT aims at providingquality work and the level of details holistic solutions to the customer.11

With our world class and unmatched field automationsystems gaining increasing popularity and acceptancein the Indian agriculture market, the Global SupportCentre for CMT is another shot in the arm for ourmaking the whole process of automation all the moreseamless, right from automated control of irrigationand fertigation scheduling to finding automatedsolutions and troubleshooting. The whole bucket ofNetafim’s controllers and monitoring systems areinstalled and operational at the center, and the team ofexperts that handle them are always ready to addressany concern within the shortest period of time,anywhere in the world.Ready to ServeWith the Global Design Centre & the Global SupportCenter for Crop Management Technology fullyoperational and delivering quality results, Netafim Indiamarches ahead with full steam. With best technologyat hand and a dedicated team on field, Netafim Indiais ready to deliver its promise, of Helping the WorldGrow More with Less. 12

AIMING FOR PERFECTION - LEAN & 5S“Continuous improvement is better that delayed perfection.” – Mark TwainWith volumes of business increasing daily, our For successful implementation the services of themanufacturing facilities also have to be on their toes to LEAN experts in Israel, AVIV AMCG were employed.cater to the demand. Not only do they have to ensure AVIV AMCG has successfully helped turn around thethat the volumes are produced, but it has to be working efficiencies across organizations all aroundaccomplished maintaining the quality standards that the world. For India consultants from AVIV AMCGset us apart in the market. Manufacturing is one of the trained our employees in the Production and Supply Chain functions.most complex processes in an industry, where many In simple words, LEAN is the relentless pursuitsmall processes, small machines and human labour of the perfect process through waste eliminationcoming together to bring you the best irrigation in processes, both tangible and intangible, bothequipment in the business. The more streamlined, the which have a negative impact on the efficiency ofprocesses, the more efficiently we are able to keep up production. It is a set of principles that can apply to anywith the pace. process and a strategy for maximizing value for theLEAN Forever customer. An evolutionary search for better processesAn efficient way of ensuring that the processes in that is never complete, LEAN supports the journeythe manufacturing units run smoothly is the for operational excellence by connecting everyoneimplementation of LEAN & 5S process standards. to the value chain. It Improves performance, IncreasesMany top companies around the world are benefitting capacity, Increases quality through processfrom the implementation and Netafim in the year simplification & Increases customer/market2015 took a step in this direction. All our global responsiveness through cycle time reduction. The 5manufacturing and supply chain departments were steps of LEAN thinking are:trained in the processes of LEAN and 5S implementation. Pursue MAXIMISE Identify THE Customers and Perfection VALUE Specify Value Respond to Customer Identify & Map the Pull Stream Create Flow by eliminating waste13

The LEAN Toolkit that helps in application of the 5 steps are:1. Kaizen element of a broader construct known as visual control, visual workplace or visual factory. The 5 elements of 5SKaizen means “Change for the better” or “Continuous are:Improvement”. A hands-on process of short durationto develop iterative solutions, with each iteration an a.Seiri or Sort: Separate the needed items from theimprovement on the last, it is finding the best known un-needed items, then remove to a \"red-tagged\"combination of people, materials, machines and space locationcarrying out production in the most efficient method. It b.Seiton or Set in Order: Arrange in a way for howis about doing the same thing, the same way, every the remaining items will be usedtime. Aimed at elimination of variation to drive quality c.Seiso or Shine: Maintain the work area for thethe baseline for Kaizen is that there is no improvement already sorted and set-in-order itemsin the absence of standardization. There are three basic d.Seiketsu or Standardize: Ensure sort, set-inprinciple for for implementation of Kaizen: order, and shine are consistently followed across all usersa. TAKT Time e.Shitsuke or Sustain: Maintain and improve sort, set-in-order, shine, and standardizeTakt Time = Available Working Time (per shift) Customer Demand (in units)Takt Time is our reference to organize operator 3. Visual Management:workload and balance our lines. It Defines Work Visual Management is of prime importance at aSequence, Calculates Number of operators and workplace where all associates understand andCalculate Standard Inventory manage their own work in a safe, clean, organized environment that fosters open communication, pride, b. Work sequence (order of operations), and and continuous improvement. In simple terms, it is c. Standard work-in-process (SWIP) management at a glance. It is done so that anyone canSWIP is the minimum work in process required to understand the current situation to trigger the correctperform repetitive operations. response or action in case a situation arises. The underlying principle is pretty simple. One has to createSWIP = Cycle Time a shared understanding of the standard that has to be Takt Time implemented in the premises. Implement tracking, charting, labels, signs, production boards, foot2. 5 S printing, etc. can be used to guide the employees. The teams should be able to take one look and5S is the name of a workplace organization method that understand the situation, differentiate between what isuses a list of five Japanese words: Seiri, Seiton, Seiso, ‘Normal’ and ‘Abnormal’ and act accordingly.Seiketsu, and Shitsuke. The list describes how to 4. Supermarkets:organize a work space for efficiency and effectiveness An aide to pull production and visual inventoryby identifying and storing the items used, maintaining management, it is planned inventory buffer betweenthe area and items, and sustaining the new order. The processes that don’t flow. It ensures right part at rightdecision-making process usually comes from a time in right quantity for the customer, visual control ofdialogue about standardization, which builds overages, shortages and obsolescence and controlledunderstanding among employees of how they should access to inventory.do the work. A systematic disciplined approach toidentify abnormalities and to solve them at its rootcause as it surfaces, 5S is frequently viewed as an 14

5. Total Productive Maintenance (TPM)A proactive approach for improving the effectivenessand ‘uptime’ of equipment, TPM Increases productivity,extends equipment life & reduces machinedepreciation. The pillars of TPM Implementation area. Equipment and process improvement: To increase equipment effectiveness and eliminate equipment related lossesb. Autonomous Maintenance: Performed by the operatorsc. Planned Maintenance: To increase efficiency of traditional preventive maintenance activitiesd. Education and Training: To improve/raise operation and maintenance skillse. Early management of new equipment: To create equipment which requires less maintenance:Instead of managing maintenance activities to takecare of equipment, make sure to manage theequipment in order to prevent waste by Conductingmeasurements, continuously monitoring theequipment, Perato of downtime and conductingroutine maintenance activities in collaboration withoperations.LEAN implementation has its benefits and it has clearlybeen showing in the processes of our manufacturingfacilities and supply chain. Through improvedperformance, increased capacity and increases qualitythrough simplification, we have been able to increasecustomer/market responsiveness through cycle timereduction and will continue to do so in the future.Through streamlined processes and improvedefficiencies, we are committed to add value to everystep of the process which will help us add value to ourofferings and services and make our customer feelspecial every time.15

“Never underestimate the valuable and important difference we make in every life we TOUCH. For the impact we make today has a powerful rippling effect on every tomorrow.” –Anonymous16

An organization strives hard to build and maintain connect with its stakeholders.It is this connects that helps us penetrate deep into the mind of our customersand carve a niche in their heart.N TOUCH showcases our initiatives to connect with our stakeholders, whichkeeps us on the top of their mind… 17

24 X 7 AT YOUR SERVICE - Call Centre Launch“Connection is the energy that is created between people when they feel seen,heard and valued.” – Berné BrownRationale: available data will pop-up on agent screen,Once again, it’s all about the customer. What if a un-available fields can be asked and edited.farmer wants to get in touch, has no access to Netafim,  All kind of reports can be generated related togoes to the market and some of our competitor gets calls; calls can be & are recorded for trainingthe deal; there must be a simple way for customers, and quality purposesexisting or prospective, to connect with us, anytime,  Call can be transferred instantly to pre-from anywhere! For that what can be a better way indicated subject matter specialist by agent, ifthan a Call Centre having a toll free phone number need bewhich farmers can dial to get in touch with Netafim  It can be linked to our other portals/servicesexperts, any time of the day. e.g. it is linked to our Complaint ManagementNeed of the hour System, SAMADHAN  Increasing the volume business in coming years will mean increasing prospects we reach-out to  In our industry, services like Agronomy and After Sales Support are crucial for system performance & customer satisfaction  It will be a strong differentiator for Netafim in the Indian Micro Irrigation industryHow it WorksIt has 3 main components: 1. Toll-free number Gujarat & Rajasthan 1800 419 5000 Rest of India 1800 103 2000 2. Call management software: Salient features  We have control over how we want to handle the calls that land on toll-free no.- what IVR caller listens when tries to connect, on which device or phone number the call lands, what happens by pressing which button on caller mobile, etc.  Database of all our existing customers is added and if any of those farmers call, all18

3. Knowledge base Benefits Basic information related to our products and  More sales enquiries - increased business services along with information related to growth maintenance-of-system, subsidy, employee &  Free channel of communication for customers, dealer contacts has been put in easily navigable increasing customer satisfaction & trust excel files in a crisp manner to refer by designated  Increased frequency & quality of inputs for person to answer most of farmer queries improving products & services him/herself; it will keep on getting updated as per  Good-will & image improvement will increase the nature of calls and eventually will have an market value of organization answer to almost all customer queries.  Other benefits, like data-base build up, cost saving in contacting customers, scope forBeyond office hours and on holidays, a comprehensive integration with advance IT tools in futureInteractive Voice Response (IVR) is played to answersome of the basic queries of farmers. Farmers also havefacility to record their query and send to us by pressing7 on IVR menu. 19

ENABLING DIGITAL ACCESS - Tablet Roll Out“It is not our connectivity, but our connectedness that connects us.” – Dr Kelly PageDifferentiation is the key to lead a market. Effective  Feedback/suggestion and incorporation incommunication, increased customer connects and softwareinnovative sales and marketing approach is whatcreates competitive edge in today’s business  Final roll-outenvironment. Ours being an organization which isincreasing its reach day by day, continuous INTERFACESimprovement in the quality of our service withoutdiluting our message & brand image is a challenge. Sales & Marketing Both online and offline toolsEfficiency is a must and need of the hour is to make our Tools Integration with online apps for smooth accessfront-line sales staff equipped with advanced andeffective tool to address these challenges. Communication  Access to e-mails for immproved TAT Interface  Consistent and Uniform-forward and backwardTablet with internet connection is an effort to enable Customer  SAP integrationthem to be in real time touch with all stakeholders for Connect  Access to customer complaint and feedbackinformation sharing and effective utilization of such Knowledgeinformation without any time lag. It will help create Sharing management portalcompetitive edge in business realization by various  Authorised archive data accesssales and marketing tools made available to themthrough the device.  Various reports and Data base support  Access to Netafim India Knowledge PortalBenefits Envisaged  Handy Sales & Marketing Tools - PPTs, Videos, Utilities  GPS enabled Survey & Design Product Field Images, etc.  Quotation and Sales Order punching  Improved speed & accuracy of communication helping decreased TAT For achieving the same we did carry out following  Ease of information sharing - forward as well as activities: backward  Easy launching of Complaints & Feedbacks  We selected 45 most valuable front-line  Easy sharing of designs, field surveys, etc. employees, who did not have any laptop/  Reports and Data update desktop, 15 each in 3 SBU’s.Pilot Project: 2015  Apple iPad Mini with 3G Vodafone connection were providedWith a view to roll out the plan, we went ahead with pilotproject with following objectives:  Tab was loaded with all necessary information and applications categorized in 5 groups:  Knowing the benefits of easy availability of offline Internet, Sales and Marketing Tools, Services, and online content Applications & Reports  Identifying technical glitches in using and  In the tablet we provided all available & important training needs collaterals including company presentations, product videos, brochures, catalogues, etc.20  We gave training at each SBU  We took online feedback through Google forms and also took their suggestions over telephone to take corrective actions as per requirement

Learning:The highlights from pilot project are as follows:  Tablet was beneficial in terms of 24/7 E-mail connectivity for users, facility of capturing and showing photographs and videos, easy access to marketing collateral like presentations, images, videos, documents, manuals, etc., and internet access to all useful micro-irrigation related websites  Technical glitches were removed as and when noticed like e-mail attachment, some which needed more time were removed under Annual Maintenance Contract (AMC) and taken care like offline login, gallery view, etc.Going ahead:The vision of the project is to have a user-friendly device for all our front-line staff. They will be empowered with thelatest know-how and back-up support of our expert team at the back-end. In the coming years we will be workingtowards fulfillment of this vision. 21

MAINTAINING SYSTEM’S QUALITY - ASTS Campaign“Quality in a service is not what you put into it. It’s what the customer gets out of it.”Our Commitment – Peter DruckerOur work at Netafim andour partnership with our the campaign and acustomers does not Netafim ASTS officer.culminate with the sale The special task forceand installation of drip was provided with a withirrigation system. The Netafim-ASTS -T-Shirt,relationship we forge Spray paint bottle, metalwith our partners has brush/emery paper, adeep foundations and tools kit, fitting materialswe always respect and like elbow, rubberhonour this bond. An packing, nut & bolts,important part of post MTA, FTA, M-Seal, rollssales relationship is of Teflon tape, etc. Intaken care of by our After Sales Technical Service addition, spare parts for(ASTS) team that is at the service of our customers equipment like disc24 X 7, to address any technical issue at the earliest filters ‘o’ring, pressure gauge, air valve, dripperlineand ensuring maximum satisfaction. Our ASTS experts end-cap, or any other material was also provided to theare a key differentiator in the field and Vadodara team team, which could be purchased by the farmers on theraised the bar for delivering satisfaction through their spot. As per the list generated for each area, everyservice campaign ‘TAPAK NU JATAN APNA KHETRE’ or farmer’s Head unit was checked for leakages and rustsimply put the ‘Drip Maintenance in our Fields.’ by running the system for 5-10 Min. Prior to visiting theThe Campaign site, the electricity schedule and availability of theThe main objective of the campaign was to analyse our farmer was made sure to avoid unnecessary wastage ofsystem performance in field and educate the farmers time. Any surface that was found to be prone to rustingabout preventive measures through regular was treated accordingly. If any leakages were found,maintenance of drip for irrigation system. Core teams they were rectified by tightening the nuts/bolts or bywere formed in Vadodara district that targeted nearly replacement of the rubber packing.300 farmers in a span of 14 cumulative working days. A major activity of the campaign was rectifying theAlong with system maintenance, the team also updated placement of air valves on the head units. In somethe existing farmer database and explored the installations the air valve is installed directly on headerpossibility of their extension plans and establishing assembly. During on/off system, the air valve releasesnew references for drip enquiries. air with water which falls on header assembly, henceThe teams comprised of technicians and marketing increasing the incidence of rusting on header assembly.personnel from the dealer whose agency took part in For all such installations, the air valve was re-fitted in a Z manner to prevent water from directly falling on the22 header assembly.

During the campaign, the team also guided and Setting an Exampledemonstrated the farmer about basic steps to maintain Seeing the success of the ASTS Campaign, similarthe system, like: initiatives were taken up by ASTS staff of Junagarh,1. Filter Flushing Kutch, Sabarkantha and Surat. The campaigns in these2. Main/Sub-main Flushing areas varied from 7-22 days, and in total covered3. Lateral /Dripper line flushing around 2228 farmers and generated about 300 ha4. Requirement and procedure of Acid Treatment worth of new enquiries. This campaign has not only5. Maintenance and oiling of valves boosted the image of Netafim as company that is6. Repairing of sub-main line valves serious about living up to its brand, but also ignited theOnce the system was overhauled, the farmer was also interest and awareness among farmers about theprovided with a maintenance schedule, that would necessity of properly maintaining their systems forassist in timely and proper maintenance of the system. long term durability. At Netafim, we wish to deliver longThe farmers were also provided with a sticker that was term and sustainable profitability for our partners andpasted onto the irrigation system. This sticker had the this campaign exemplifies our commitment towardscontact details of the concerned dealer of that particular the agrarian community.area, in case there was a need felt by the farmer forfurther services and enquiry. The marketing personneldiscussed the possibility of any extension plan by thefarmer, and thus were able to generate new enquiriesfrom existing as well as new farmers, who found theinitiative to be a very novel one. 23

THE DIGITAL EDGE - Netafim India App & Jingles“It’s not who has the best service or product, it’s about who communicates it the best.”Introduction – Lee LacoccaTechnology, in most instances, makes everyday lifeeasy. Technology surrounds us and there are few who tablets, or other mobile devices they have all theare not touched by it and use it in some form of the information they need. Websites, Social sitesother. Technology has made advancements in leaps and established their presence in the digitalbounds as far as communication is concerned. Today, it marketing world. Mobile websites added anotheris virtually possible to reach each and every person by dimension to the ever increasing number ofsome means of digital communication, whether mobile devices being sold. But an effectivetelevision, radio, mobile phones, internet, the world has mobile strategy involves more than just a mobile-never been so closely knit and the proximity only friendly website. Mobile apps are the next bigincreases with each passing day. Utilization of thing to be accessed on a smart phone! Mobilecommunication technology for ease of business not apps allow customers to have all the informationonly makes economic sense, as the quantum of work at the fingertips. No matter what the business is, adone is much more, but also that the impact it mobile app can help get and retain customers.generates in the market is profound. Be it the ancient A mobile app:radio or the modern day applications on our smart a. Creates a Direct Marketing Channelphones, organizations are making use of these simple b. Improves Customer Engagementyet mass reaching out means of communication c. Increases Visibility & Accessibilitychannels. In a mix of urban and rural markets, where d. Reinforces the Brand and establishespersonally reaching out to your customers is vital but recognitionalso requires a lot of resources, efficient means of e. Makes us stand out from the competitioncommunicating and reaching out to the people ismaking all the difference in the competitive market.In the year 2015, Netafim India launched two suchinitiatives which, like most of our other ideas, were pathbreaking in the Indian micro irrigation industry. On theoccasion of our golden jubilee celebration, we launchedthe Netafim India App for the Android and iOSplatforms. Along with this, a two-month radio jinglecampaign on All India Radio Primary Channels was alsocarried out to reach out to millions across India. 1. The Netafim India App: The customers in today’s world are on the move and they’re using mobile application platforms to get there. Whether they use mobile phones,24

To keep up with the evolving marketing scenario and Hindi in the respective states, which covered thegarner the benefits of this technology, we too ventured following topics:into the world of apps by launching Netafim India App a.Overcoming monsoon stress with dripfor Android platform in October 2015 and later in the b.Be independent of rains to sow Rabi cropyear on the App store for iOS. A power packed tool with c.Getting maximum yield from the land with theall you want to know about drip irrigation information,the Netafim India App is a lightweight champion, it’s help of dripjust under 10 MB!! It has many segments that guide us d.Getting best value for your moneythrough the journey of Netafim, the inventor of drip e.Avail the benefits of drip finance from Netafimirrigation and information about our world classproducts and services, and also has in depth detail Agricultural Financing Agencyabout drip irrigation, its concept and benefits. An f.Our best in class field automation systemsexclusive employees section gives the men and women g.Thanking the world in making Netafim thein orange access to all marketing collaterals that theycan use anytime for promotion purposes. Rated 4.7 by Global Leader in smart irrigation solutionsits users, the app is already a hit in the market. h.Getting maximum value from your investments2. All India Radio Jingles Campaign with drip In the months of November and December sales i. Netafim Quality services campaign, Netafim India communicated its 50 j. Contact us to know more about drip Years’ Legacy and about its world class products k.Launch of Netafim India App and services to crores of people in our major l. 50 Years celebration message markets via radio jingles on All India Radio Going Forward Primary Channels. The states of Gujarat, Riding on the success of the two initiatives, Netafim Maharashtra, Andhra Pradesh, Telangana State, India has made a huge jump reaching out to a mass of Madhya Pradesh, Punjab, Haryana & Tamil Nadu customer base on the digital front. With All India were selected for the campaign in which our radio Radio’s assurance that minimum 80% of the population jingles were broadcast to the entire geographies is covered by their Primary Channels, Netafim India of the states. A total of 69 stations broadcasted made itself heard to crores of farmers in the rural areas. the 12 jingles in Gujarati, Marathi, Tamil, Telugu & Not only that, the urban population was also touched in the campaign, which were made aware of our legacy and how we have been shaping the future of agriculture. The Netafim India App is a handy tool for any Netafian who wishes on the spot information about the company, or wants to access marketing materials to promote drip irrigation. With new features and updates on a regular basis making the app better and adding more utility, the most important being translation in to regional languages. Netafim India App is yet another initiative that is a trend setter in the Indian micro irrigation industry. 25

PARTNERING PROSPERITY - Corporate Client-Amol Porwal“Courteous treatment will make a customer a walking advertisement.”Having established supremacy in the business of drip –J C Pennyand other smart irrigation solutions, Netafim has beenre-positioning itself as not just any other company that a company with limitedmanufactures irrigation systems, but as one that is agricultural knowledge into a unitcapable of offering holistic solutions for agriculture. of generating sustainableHaving an experience of about 20 years in the Indian profitability for years to come.agriculture market, Netafim can provide complete The first phase of the project wasguidance to our customers who wish to set-up an agri- carried out in 206 acres andbusiness venture. From the start to finish, Netafim can second phase that is underway isbe a partner to deliver turnkey solutions to our being carried out in 270 acres.customers. The ProjectPartner for Success This project was unique in theA gleaming example of this is the agri-business venture way that not only installation ofof Grow-Pure LLP Project, owned by Mr. Amol Porwal. the mega system was theLocated in Junction village, Indrapur taluka, Pune task given to Netafim, but alsodistrict, Maharashtra. The project, that is carried out in selection of the land for cultivation,two phases has transformed an uncultivated land and setting up of infrastructure, crop selection, water storage recommendation, fertilizer and planting materials procurement, financial services, etc. was assisted by Netafim. Tie-ups with research centres for testing of soil and plant health from time to time is also under the scope of Netafim. Land selection, soil testing and all formalities in leasing the land were carried out by Netafim. In the 1st phase, Netafim’s ace dosing system, NetajetTM was installed to manage water and nutrient application. 206 acres were covered in which Banana, Sugarcane and Pomegranate were cultivated. In addition, a dedicated team for round the clock guidance was set-up to provide agronomic and technical support. Regular visits were made to the project site. Dr. Dubi Raz, head of Global Agronomy also made a number of visits to the site for presiding over the project deliverables. Netafim’s increasingly popular thin walled AriesTM dripperlines were used for sub-surface irrigation of the entire area.26

In the second phase, where the installation is underway, our patented DripNet PCTM pressure compensateddripperlines will be employed for subsurface irrigation of 270 acres of land for cultivating Pomegranate andSugarcane. In this phase too, NetajetTM will be installed for precision water and nutrient management. The installationwork is being carried out full steam and is scheduled to be completed by year end. 27

In addition to this, there is also a plan to set-up 60 acres of Netafim’s high tech greenhouses for cultivation of highvalue crops. Assistance is also provided for linkages with markets and sugar mills for sale of the quality produce fromthe farms. Another unique feature of the project was the use of sugarcane planter for planting the saplings.Application of this technology had reduced the cost of planting to almost negligible amount. Overall, there weresavings of about 15-20% in the cost of cultivation.This project, in many ways, was an experience for Netafim India as well. It was first project of its size to have thinwalled sub-surface irrigation with automation coupled with mechanized seedling planting. Buoyed by the success,subsequent phases of the project are poised to generate huge business for Netafim in the neighbouring areas. Thisproject is going to have a huge positive impact on the on the local taluka market, with the lands now offering qualityproduce at affordable prices. Also, new crops can be introduced in the region, that is going to change the dynamics ofcrop cultivation in the region.28

REACHING OUT - Drip Mitra Programme“Your customer doesn’t care how much you know until they know how much you care.”Within few years of introducing drip irrigations – Damon Richardssystems in India, farmers developed curiosity aboutdrip irrigations systems and its benefits, and many contact details of interested farmers in a specifiedcame forward to give the technology a chance. Having format to a predefined number, whose databaseproved its mettle in not only bringing down the cost is maintained in a portal operated by Netafim. Inof cultivation but also significantly increasing the return, the Drip Mitra is provided handsome incentiveyield across a wide variety of crops, drip irrigation has based on the area that will be covered under dripbecome the choice of irrigation for lakhs of farmers irrigation via his/her enquiry. The Drip Mitra Initiativein India. As the world leader in smart irrigation aims to generate the following benefits in thesolutions and the pioneer of drip irrigation technology, challenging market of Maharashtra:it becomes all the more important for Netafim toreach out to maximum number of people who wish to 1. Reach beyond dealers’ networkadopt our world class irrigation systems. 2. Reach in untapped areasThe dynamics of the Indian agriculture market are 3. Better trust and communication with the peoplevery different from any other structured market ofother countries. Word of mouth and personal of his/her own localitycommunication still holds a deep value among 4. Real time and fast Enquiriesfarmers to decide which input they would choose for 5. Market intelligencetheir farm. To address this challenge, Netafim India 6. Better Enquiry managementintroduced the concept of Netafim ‘Drip Mitra’ or 7. Additional sales revenue‘Drip Friend/Buddy’ in the state of Maharashtra, Though still in the gestation period, Netafim Drip Mitraa state with immense potential for drip adoption. is attracting more and more people from the remoteBy definition, a person designated by Netafim, parts of the state. These representatives, who usuallywho is communicating drip enquiries to Netafim via belong to same local areas in which they operate, areSMS to Netafim Portal is called Netafim Drip Mitra. slowly but surely shaping up the initiative towards theUnlike our field force, the Drip Mitra is not involved in path of success. It has made possible for us to reach outperforming tasks like, survey, design, installation, to even the remotest areas, where people had little or nodocumentation, commercial activities, material information about drip irrigation, but always had thetransfers, promoting drip insurance, etc. His/her role is interest of finding and adopting new and better meanslimited to Collect and Communicate enquiries related to of practicing agriculture. The initiative has helped usdrip irrigation to Netafim. Any individual who is not reach out to better handle enquiries in a moredirectly linked with any Government body, systematic and organized manner, thus boosting ourrepresentative of Sugar Mills or Banks and not from commitment of promoting drip as the choice ofNETAFIM Staff, dealers or their staff can become a irrigation solution worldwide.Netafim Drip Mitra. The procedure is also very simple.Once registered, The Drip Mirta has to send the basic 29

J2u3ly “What counts in LIFE is not the mere fact that we have lived. It is what difference we have made to the lives of others that will determine the significance of the life we lead.” —Courtesy Nelson Mandela30

We believe in making lives happier. Our vision to create a better life for thefarming community results in initiatives which show our commitment to the cause.N Life encompasses such events and activities that we have taken up to servethe environment and the society to help build a sustainable future... 31

CELEBRATING A GOLDEN LEGACY - Netafim Day“The more you praise and celebrate your life, the more there is in life to celebrate.”Celebrating the Spirit of Netafim - Netafim Day 2015 – Oprah WinfreyAugust 2015 saw one of the most eagerly awaitedevents of the year – Netafim Day! This is an event which of drip. Hatzerim was the only one to express interestbrings together all Netafians under one roof to and signed an agreement with Blass. This became theacknowledge, relax and celebrate. But Netafim Day basis to establish Netafim & in 1965 Netafim2015 was all the more special, because we celebrated introduced drip irrigation to change the face ofour golden jubilee, 50 Years of Shaping the Future! Over agriculture worldwide.two days, 4th & 5th August 2015, 1200 Netafians Since its establishment 50 years ago, Netafim hasgathered at the grand Ramoji Film City, Hyderabad worked together with many partners to make a positiveto celebrate 50 Years of Netafim – The Legacy of impact on agriculture, helping farmers Grow More WithLeadership and Innovation! Less.Netafim - The Legacy of Leadership and Innovation ThemeMillions of organizations have been started in the world This milestone is of utmost importance to all ourtill now; all with great dreams of success. But only less stakeholders and all feel proud to be a part of this richthan 1% make it to where Netafim has reached – 50 legacy and realize that we are working for the good ofglorious years of shaping the future. the world!The drip revolution started, when, after successful tests The theme for Netafim Day 2015, undoubtedly had toon the world’s first dripper device, engineer and be the Golden Jubilee celebrations. The overall lookinventor Simcha Blass turned to several Kibbutz in and feel of the event was built around the 50 YearsIsrael’s desert region - Negev to showcase the benefits completion of Netafim. A new logo in the form of ‘50 Years and Counting’ showcased our commitment to march ahead for another numerous years! All design32

elements put forth our core values – Dare, Create an Gala Evening, which was planned in the very beautifulImpact, Make it Happen and Partner for Success; and limelight gardens of Ramoji Film City. Performancesour legacy in various forms – backdrop, standees, from our employees added a distinct and special flavorbanners, etc. to the evening, that transformed the entire event into aFrom reception of guests to all the functions across the cherished memory.two days, every moment of Netafim Day was bathed inGold and stamped with the iconic theme of Golden 33Jubilee Celebrations!The Mega EventAll the employees coming from different parts of thecountry were given a grand welcome upon their arrivalat the film city. To make the room allotment processhassle free, SBU wise desks were arranged, followingwhich people were taken to their respective hotels inpre-assigned buses. For the formal function, everyNetafian showed up in the formal dress code with a 50Year batch shining bright on their shirts, arrived at theformal evening venue and were welcomed to witnessNetafim India’s journey on the gate. Dignitaries weregiven a traditional South Indian welcome withmusicians playing beautiful Carnatic music. Theevening was kicked off by an auspicious lamplightening ceremony by the dignitaries. This wasfollowed by words of wisdom from our think tanks andvisionaries. The addresses by our President & CEO RanMaidan, MD Netafim India Randhir Chauhan, VPHuman Resources Hila Mukevisius, CFO Lauri Hanoverand SBU & Department Heads were all power packedwith words of encouragement for us all, congratulatingthe men and women in orange of Netafim India. Whilepraising us all for the strong performance displayedyear-on-year, the management team motivated theemployees to keep contributing with the same zeal andenthusiasm that has carved a special name for Netafimin the micro irrigation business of India. The businessenvironment is congenial and opportunities infinite.The time is now to seize the moment and buildmomentum to achieve greater heights. The event alsowitnessed top performers across different departmentsand offices being rewarded for their outstandingcontributions to the growth and success of thecompany. The formal gathering was followed by the

CEO Ran Maidan and the Management team cut the50 years cake to mark this milestone. The celebrationcontinued till late in the evening and people took backmemories to cherish.Day 2 had an enthusiastic start when more than 1200Netafians gathered at an amphitheatre for a groupphotograph and celebrated the spirit of togetherness. Theemployees were then taken on a tour of Ramoji film city tohave a first-hand look at the interesting shooting sets and theart of film making. The Stunt Shows-Wild West and aCultural show – Spirit of Ramoji were the specialattractions!After experiencing the magic of the film city, Netafiansgeared up for another fun-filled evening with their officemates. SBU wise gatherings took place, which focused onSBU performances, NAFA updates, and special awards. Thisformal event was followed by a cocktail dinner whereinfellow Netafians showcased their talent in singing, dancing,acting, etc., thoroughly entertaining their colleagues.It was an extravaganza like never before. The sheer scaleof celebrations and the magnitude of fun and entertainmentswept us off our feet and left a lasting impression on ourminds. Truly a golden moment, that is worth all the wealthin the world. Rejoiced, rejuvenated and replenished witha renewed enthusiasm, Netafians all over India culminatedthe two days’ mega event on a great high.34

MOVING AHEAD TOGETHER - POC 2015“Coming together is Beginning. Keeping together is Progress. Working together is Success.”Each year, selected members of the management – Henry Fordgather for a brainstorming session, wherein theupdates from the previous year are discussed and the to follow in the years ahead to further fortify ourroadmap for the upcoming year is planned. This supremacy in the field of smart irrigation solutionsgathering, formally known as the Participative along with being able to better deliver our promise ofOrganizational Council, is an annual event of great Helping the World Grow More with Less.importance, as the think tanks and the captains of the Apart from the brainstorming sessions, the sharing ofships gather and collectively chart out a new strategy success stories and collating together ideas thatfor Netafim India. Like its preceding sessions, POC shaped the roadmap for the year 2015, POC was also an2015, organized in the month of April, was also full of opportunity for some outstanding contributions to benew and innovative ideas put forward, experiences recognized and awarded for their invaluableshared and outstanding contributions rewarded. contribution towards scripting yet another successfulThe Special Occassion year for Netafim India. Presentations from Ran Maidan,But POC 2015 had a different flavour to it. This year it MD Netafim India Randhir Chauhan, members of thewas attended by our CEO & President, Ran Maidan, Management Committee and managers updated thewho was present to officially launch the 50 Years’ current scenario which presented us with newCelebrations in Netafim India and also unveiled and challenges and opportunities and also how best wepresented our new Vision and Mission to our can use them to our advantage and grow as a unit.employees. It was an opportunity to present the family A major outcome of POC 2015 was formation of theof Netafim India with the 50 Years’ Celebration Netafim House, a novel concept introduced by our CEOactivities, the new 50 Years Logo, the new and & President. Ran presented that every departmentrevamped branding guidelines and most importantly within the organization should have an individualthe new set of Values, that serve as a guiding light for us Netafim House. The House, that had a list of goals for each department, gives us a clear and empirical definition of our actions and strategies that would contribute to ‘Long Term Profitable Growth’, as the roof of the house defines. 35

The pillars that upheld the house were the 1.‘Growth Engines’ that would drive progress in the near future 2.‘Cost Structure & Resource Allocation’ whose activities and initiatives are aimed at increasing the efficiency of resources utilized in the business, and 3.‘Change and Differentiation’, the initiatives that would set us apart from competition in the marketThe foundation of the house is strengthened by the twobases: 1.‘Execution & Performance’, initiatives that are aimed at enhancing the skill set of the employees and also improving the performance of our products and services 2.‘Culture - Mission, Vision & Values’, incorporating them in our daily activities and setting examples, inspiring fellow Netafians to become living examples of the valuesKick Starting The CelebrationThe highlight of POC 2015 was the formal inau-guration of the 50 Years’ Celebration in Netafim India.Netafim India took the opportunity to thanksome of our oldest family members, i.e. employees,dealers and farmers, and felicitate them, thankingthem for their long standing partnership with us. Wehad the good fortune of having one of our earliestfarmers, Shri Tukaram Pandurang Jhadav fromMaharashtra, who honored us with his presence.He shared his experience with the gathering abouthow the first employees of Netafim India approachedhim, introduced him to the new technology and howhe has been trendsetting the course of agriculture inhis village ever since. We were also honored byhaving with us Shri Rajendrasinh Rathore, one ofour earliest dealers, who became our channel partner inthe late 90’s. At a time when the technology wasunheard of and few risked to invest in setting up aninfrastructure for drip irrigation,36

Shri Rathore not only envisioned the huge potential this technology could have in India, but also believed in the nameand legacy of Netafim. Shri Rathore has been an active channel partner, and also a member of the elite NetafimDealers Club. Both Shri Pandurang & Shri Rathore were felicitated by Ran Maidan and Randhir Chauhan, whothanked them for their long standing belief and association with us. Emphasizing on the trust and symbiotic relationthat we shared with our farmer brethren and our dealers, Ran inspired us to follow the examples of such visionarieswho saw many years down the line how a simple technology could ignite a revolution in agriculture.The two days’ event culminated with a Box Cricket Tournament, between different teams that comprised of a mixedbag of participants across functions. A fairly new concept, the fun filled activity let the participants enjoy cricket likenever before. Charged with new ideas and new goals set for the year, POC 2015 was indeed the right fuel to fire thegoals and ambitions of Netafim India. 37

NETAFIM BACKBONE - Vision | Mission | Values“It’s not hard to make decisions once you know what your values are.”The year 2015 was a year of celebration. We celebrated – Roy E. Disneyour 50th anniversary. Netafim, the global leader in smartirrigation solutions had successfully been shaping We will drive mass adoption of innovative, simple andthe future of agriculture for the last five decades. reliable drip irrigation solutions.Going forward, we Netafians are geared up to take on Our teams around the world will provide customersnew challenges and capture opportunities to expand to with the best agronomic and technical support tonew horizons, reaching out far and wide in delivering ensure outstanding results and peace of mind.”our commitment. And what better way to guide themarch ahead with new and improved guidelines, a set Values: Chosen with great deliberation to help leadof mere sentences if one thinks, but that incorporate Netafim from the past into the future, our belief is thatour whole reason why Netafim exists, and set our all of these values exist within the company; they areminds clear as to what we have to remember each and part of our DNA, and now we need to leverage on them.every day, when we put in everything in Helping the If we incorporate them in our daily reality, they will helpWorld Grow More with Less. In 2015, our new and us achieve our goals. The following set of points help usimproved Vision, Mission and Values were introduced see the main behaviors that stand behind the value.to us all. These new guidelines take into consideration These can help explain the ‘Value’ and transform it fromwhat we aim to do in future, where we aspire to be, and just a ‘word’ to something more tangible.how we should mould ourselves to get there. These Dare:core values were formally unveiled and introduced to Have the courage to explore and seek out newthe team of Netafim India in POC 2015, which are as opportunitiesfollows: Drive change and be prepared to step out of yourPurpose: the sole reason why we exist, why we are in comfort zonethe business of smart irrigation solutions and why we Innovate and take risksdo what we do…“Helping the World Grow More Stretch yourself and commit to achieve ambitiouswith Less” goalsVision: Where do we see ourselves in the future, wheredo we want to carry forward our legacy, what is our aimfor the future…“As the world’s leading irrigationcompany, we will drive mass adoption of smartirrigation solutions to fight scarcity of food, water andland.”Mission: How will we achieve our vision, what all do weneed to do every day to get there…“Together with our partners we will revolutionizeirrigation globally for a sustainable future.38

Create an impact: Marching AheadFocus on those areas that can make a difference With these torchlights, every Netafian around the globeLeave your mark on any area in which you operate is equipped and geared up to face the challenges thatDream BIG today affect global agriculture and other environmentalInspire others to create a positive, significant effect issues. We address global food, land and waterMake it happen: scarcity, and are in the business of delivering simpleBe proactive and persistent technology that has a great positive impact on nature.Execute and deliver on your commitments We are there, always to help anyone and everyone, to“Do it” and perform with excellence partner with people from around the world. Our set ofTake responsibility and be accountable values energize us, and set a direction for our efforts,Partner for Success: channelizing them into productivity. This backbone,Collaborate with colleagues and customers that elaborates and throws light on the very essence ofCreate a spirit of mutual respect, trust and integrity our company, are not limited to us Netafians only, but inShare resources, knowledge and experience a way also impact the very ecosystem in which weEmpower other to success work, making it a better place to live and grow sustainably, and also secure a safe future for the coming generations. 39

LEARN, SHARE & EXPLORE - SBU South Marketing Day“Good marketing makes the company look smart. Great Marketing makes the customerfeel smart.” – Joe ChernovThe spirit of celebration that ran across the entire CoordinationNetafim India family on the occasion of Netafim The beauty of the event was that it wasn’t conductedcompleting 50 years in the service of agriculture was at one place only, but at 17 different locations, on theunlike any other. Not only did all Netafians gather to same day, 23rd July, 2015, and in the same formatcelebrate the mega Netafim Day celebrations at across all the places. About 550 employees andRamoji Film City in the year 2015, events and dealers participated in the event. The highlights of theactivities were conducted in all state offices as well to day were:extend the celebratory mood and goodwill to ourchannel partners as well. Taking forward the mood of 23rejoicing, SBU South of Netafim India organized the JulySouth Marketing Day 2015, where employees anddealers of Netafim India of the southern states carriedout various activities.The South Marketing day was an event to bringtogether all Staff & Dealers with an objective ofupdating about them Marketing activities, Initiatives,Brainstorming sessions, sharing information andcelebrating 50 Years with the staff and dealers. It wasa day to learn, share and explore. Perfect40

1. Sharing Marketing Activities and Initiatives, how to best leverage our legacy of 50 years in the market 2. Brainstorming sessions about on 24 local topics and action points noted for strategy formulation 3. Competitions for the participants 4. Video Message of SBU Head and Regional Managers 5. 50 Years’ Celebration message 6. Distribution of new Marketing Materials like sample boxes, participant kits, marketing CDs, promotional materials, etc. 7. Success stories of various dealers and employees in the local markets 8. Market information shared and Feedback collected from dealers 9. Rewards and recognitions for top performers in marketing activitiesAll events in all the 17 locations were coordinatedseamlessly. It was an invigorating experience for thedealers as well, who were active participants in all theactivities. 41

SUVIDHA Dedicated to Dealer “The best WAY to change people is not by ridicule, but by showing them a new way of thinking, and giving them an opportunity to change.” –Courtesy Shriram Sharma Acharya42

In our quest for excellence, we tread on the path we create. We have substantiatedour glorious legacy with persistent efforts, setting up best of the examples.Trendsetting has now become our way of doing business.Our endeavours which have set trends are a part of N WAY. These examplesshowcase concern and allegiance for the betterment of the farming fraternity andthe agriculture sector as a whole… 43

PARTNERING SUCCESS THROUGH CI - Ramthal & Bambavade CI Project“Taking time to build community, to get to know your people will have long-lastingbenets.” – Clifton TaulbertDrip irrigation is changing the face of agriculture based approach. Community Drip Irrigation is aworldwide. Though the revolutionary technology is concept whereby the proven benefits of drip irrigationtransforming the way crops are cultivated, sometimes technology can also be leveraged in surface water.natural resource constraints make it difficult for Water is delivered to the root zone of each crop in thefarmers of a region to adopt and avail the benefits of command area through drip irrigation, thus ensuringdrip irrigation. Such areas depend on rainfall as the only equitable distribution of water to all the farmerssource of water, and are mostly drought affected. As a regardless of proximity to the water source. In short, itresult, land productivity is poor and profitability is is a solution that bridges gap between Irrigationminimal or none at all. In such cases, where a large area Potential Created in a region and Irrigation Potentialis affected by the adversities of nature, a logical solution Utilized.can be that the community comes together and works Netafim, that has a proven record of handling largeas a unit to counter the challenges. The community can scale projects all over the world has undertaken manycome together, pool in resources and prosper as a such Community Irrigation projects in India as well.whole. These turnkey projects have transformed the totalIntegrated Community Development socio-economic landscape of the regions in which theyCommunity Drip Irrigation is a solution of providing were implemented. Of the many that Netafim is prouddrip irrigation technology through surface water and to of, two CI Projects stand out and require specialthe large community of farmers at large. It is a project mention.solution wherein ‘Water Conveyance’ is integrated with 1. RAMTHAL DRIP IRIGATION PROJECT‘On-Farm Water Productivity’, resulting in significant A predominantly drought affected region, Ramthal,gains in form of better water use efficiency, higher located in the Hungund Taluka of Bagalkot district,yields and higher output to a community of farmers. Karnataka had seen many years of low agriculturalThe water use efficiency is significantly low in surface productivity due to unavailability of water during theor canal irrigation due to factors viz. water evaporation, crucial cropping months. Understanding the troublesinequity in water distribution & absence of community of the farmers who locked horns with nature on a daily44 basis for their survival, the Krishna Bhagya Jal Nigam Ltd, Govt. of Karnataka decided to ensure water availability to the entire drought prone region that had endless potential to become a hub for agricultural activities. Thus born was the initiative of Ramthal Drip Irrigation Project, an initiative that would ensure prosperity for the thousands of farmers who lived at the mercy of rains. The idea was to completely eliminate the dependency on rains for farming. Whether rains or not, farmers must be able to grow crops un-interrupted, all through the year.

For the development of West Side package of the Total Area KEY FEATURESproject site, the responsibility was awarded to Netafim, 11,700 hectaresthe Global Leader in Smart Irrigation Solutions. BeingAsia’s Largest Community Drip irrigation project, Total No. of Zones 23nearly 11,700 hectares of farmland and about 6,700farmers under the project, belonging to 28 villages will Total No. of Sub-zones 230benefit from the initiative. The project is anchored by anetwork of pipelines, rather than by a main canal, 1 Zone Area: 500 hectares ( Approx.)distributary or other channel, delivering drip irrigatedwater to the command area. Netafim’s State of the art 1 Sub-zone Area: 50 hectares ( Approx.)automation systems NMC XL control the irrigationscheduling, filtration of water and cleaning of filters. 23 Water Users’ AssociationWireless control and monitoring systems control thechannelizing of water to the different blocks. Agronomy, Capacity building, Marketing tie-ups andWater Users’ Co-operatives have been formed with the Operation & Maintenance for 5 yearsintention of training the farmers about the operationand maintenance of the system and also educatingthem about the benefits of drip irrigation. These co-operatives will work together to oversee properdecision making for the cropping seasons and toensure that sustainability is delivered to every lasthousehold.Ramthal Community Drip Irrigation Project aims atimproving the farm productivity, daily livelihood andcreating a roadmap for sustainable prosperity of thetargeted farmers while increasing water use efficiencyin the entire region for years to come. The farmers willnow be able to take multiple crops in a single year. 45

Not only that, assured supply of irrigation water increased from 100-150% and the overall productionwill mean that farmers can now take new and high of the area has gone up from 4000 tonnes in thevalue crops departing from the prevalent cultivation year 2014 to 22,000 tonnes last year.of rain-fed and low value, low yielding crops. Not onlythis, tie-ups with major agri-based organizationsfor providing quality agri-inputs and developmentfor an assured market for the quality producewill ensure that along with water, not only will thefarmers have access to the best resources to growtheir crops, but also receive the best price for theirproduce.2. BAMBAWADE COMMUNITY LIFT IRRIGATION PROJECT:Sponsored by Kranti Agrani G. D. Bapu Lad SSKLtd, Kundal, Bambawade CI project is located inPalus Taluka, District Sangli, Maharashtra. Coveringa total of 750 acres and benefitting about 575farmers, the project beneficiaries demanded regularirrigation supply for their crops, no manual interventionin operations and less maintenance costs for thesystem installed. Being a highly competitive market,where many other companies were vying to grabthe opportunity, the people of Bambavade choseNetafim as their partner for prosperity. Havingestablished our mettle in many large scale projects,the sugarcane farmers placed their trust in our abilityto deliver world class and end-to-end irrigationsolutions. Similar to Ramthal CI Project, the project islaid out with a network of pipes that carry water from acentral collection point and deliver to the targeted plotsof land. Netafim’s state of the art controller NMC XLcontrols the irrigation and filtration scheduling.Automatic solenoid valves, governed by RadioNetwireless control and monitoring systems control thechannelizing of water.Tie-ups with sugar mills ensure that the increasedproduction and improved quality sugarcane will receiveits fair remuneration. The sugar mills are overjoyed atthe results that the project has borne. Production has46

Also with lesser stress on the available water resource,750 acres can now be irrigated, instead of 90 acrespreviously.Daring to Dream BigRamthal & Bambawade Community Drip Irrigationprojects are ventures that few dare to dream about.These projects are not just about installing thousandsof metres of pipes and digging up trenches. They areabout daring to dream big. It is about making theimpossible happen to create an impact in the lives ofthousands. We at Netafim, through many suchinitiatives, will work continuously for water to find newshores of prosperity in the years to come. 47

SETTING TRENDS FOR COMMODITY CROP - Drip in Rice“Do not go where the path may lead, go instead where there is no path and leave a trail.” – Ralph Waldo EmersonRice is probably the most important staple food crop Parthasarathy, in the village of Govindapuram, Districtof Asia, with more than two billion people getting Thiruppur, Tamil Nadu. Shri Parthasarathy is also theabout 60-70% of their dietary energy source from it. President of Amravati Canal Irrigation FarmersTamil Nadu is one of India’s biggest producer of paddy. Association of Govindapuram village. The main ideaIt occupies an area of 20.5 lakh hectares, with average was to develop a rice village to promote as one of theproductivity of 2.5 tonnes per hectare. Traditionally crops under rotation with other vegetable or closelypaddy has been cultivated under flooded or submerged spaced crops with the same drip system. Othercondition, where about 5-7 cm of water is made to objectives were:stand continuously in the field during the entirecrop cycle. Unproductive water losses in the form of  To make a large impact on farmers and policyseepage and percolation from the flooded plains makers through seeing is believing conceptaccount for 50-60% of the total water input to the field.Irrigated paddy with continuous flooded conditions  To evaluate the cost economics for a croppingresults in low water use efficiency as it consumes system in a year with drip irrigation with paddy as3000-5000 litres of water to produce just a kilogram of one of the cropswater. Not only water wastage, but fertilizer useefficiency is also decreased. Besides, another  To increase confidence among farmers fordebatable drawback of submerged paddy cultivation cultivating paddy under drip irrigationis the generation and release of Methane. Paddy fieldsare accused of releasing millions of tonnes of Methane The results, as expected, were tremendous, and greatlygas in the atmosphere, contributing to global warming. surprized the farmers of the village. The following tableA Paradigm Shift illustrates the benefits:In the year 2013, Netafim India along with Tamil NaduAgriculture University (TNAU), Coimbatore Campus, VARIETY WATER SAVING FERTILIZER YIELDjoined hands to address the issue of huge water losses SAVING (tonnes/ha)in paddy cultivation. The international conference onDrip Fertigation in Paddy, that was conducted in CR 1009 40% (800mm) 25% 11Coimbatore saw a confluence of some of the best rice Flood (1500mm)experts from Netafim, Water Technology Centre (WTC),TNAU and the Paddy industry in India, who discussed RH 3333 42% (700mm) 25% 9and demonstrated to a gathering of progressive Flood (1250mm)farmers and media persons the advantages of dripirrigation in paddy. Not only does drip irrigationsignificantly reduce water consumption in paddy, butalso greatly increases the productivity.Demonstration plots were set up in the fields of Shri48