Page 28 - Tata_Chemicals_yearly-reports-2017-18

Snapshot of the capitals
Magadi taps Natural capital

The existing natural resource
of salt to which we have
salt for animal preferential access while
requiring little additional
manufacturing investment.

feed exports Manufacturing capital
The manufacturing asset of
our premium soda ash plant at
Magadi.

Human capital
Tata Chemicals Magadi (TCM) is Originally tested in Kenya, the products Our marketing team in Magadi
transforming its product portfolio with are now being marketed and sold in the embarked on a rigorous
new salt applications. It has created a USA, the world’s fourth largest livestock product marketing assignment
new market in Kenya’s agricultural sector market. They have been modi ed to meet aimed at building new markets
with two animal feed brands and is now Food and Drug Administration (FDA) for the product.
expanding into international markets. regulations that demand lower uoride
content. Intellectual capital
Salt is an abundant but largely untapped Our Magadi team invested
resource at Magadi. Magadi Moore Nyama TCM implemented a shallow trona in its marketing and sales
and Magadi Moore Maziwa, are part of mining plan and resuscitated part of the capabilities and became
a policy to nd new markets for forti ed mothballed premium ash plant at Magadi. an expert in branding
salt. Trona from the lake is mined and The transshipment facility at Kagiado en new products. We worked
re ned to produce soda ash, which is route to Mombasa was revived. Marketing in collaboration with the
exported to markets across the world. Salt teams have worked hard to build the marketing teams in India and
is a natural asset that has historically been brand and customers were welcomed to South Africa.
underexploited. A diversi cation project see the facility at Lake Magadi. In 2017-18,
has borne fruit in the past year as export sales more than doubled to 40,000 MT. Financial capital
sales of animal feedstock made from Required to develop a new
crushed re ned soda have taken o . The feedstock has been pushed to product and bring it to market.
customer segments unfamiliar with the
Cattle and sheep sweat proli cally in Magadi brand through a mix of campaigns Relationship capital
Kenya’s hot, arid climate. As a result, including extensive radio advertising. Our strong brand and heritage.
they lose salt and valuable minerals. The country’s largest dairy farm is among
By replenishing lost minerals, the new those that have endorsed the products.
forti ed feedstock improves the health
and well-being of livestock. They reduce Challenges and dynamics Key milestones and achievements
the prevalence of disease and increase Optimum equipment is required to meet Customer satisfaction on samples of
milk and meat production. Farmers see an the required volumes in time for shipment. shallow mined crushed re ned soda.
increase in the value of their animals.
Quality requirements are high and we Following successful completion of
have had to modify the process to include an initial trial order, large orders were
drying, crushing, and screening of the subsequently shipped to a USA-based
product to attain the strict particle size customer in February 2018. Shipments
requirement. are expected to increase signi cantly by
December 2018.
We have to overcome logistical challenges
to seamlessly move product from Magadi Tata Chemicals Magadi has been certi ed
factory to the Mombasa shipping shed for its Good Manufacturing Practices a
without a ecting the mainstream product requirement for animal feed imports
transfers of salt and soda ash. into Europe.

26 Annual Report 2017-18