Processed seafood industry has been growing aggressively for many years in the past, however, with the technological advancement, seafood processing is refined and has now got an increased shelf life. India is the largest Exporter of Shrimp with nearly 23 percent of the global shrimp trade volume and in 2021-22, our country is expected to produce anywhere between 750,000 mt to 800,000 mt of aqua cultured shrimp [Litopenaeus vannamei & Penaeus monodon]. The major producers are Andhra Pradesh with over 450,000 mt, West Bengal 90,000 mt, Orissa 60,000 mt & Gujarat 35,000 mt. In India the average production of shrimps per Ha is varying from 4 mt/Ha to 7.5 mt/ Ha; depending on the number of crops per annum and stocking densities used. Landlocked states like Haryana, Punjab, Bihar & UP are already stepping up to get into shrimp production. Clearly, given our population, there is huge potential that Processed & Frozen shrimps sector holds.
Established in 2018, Highland Group is the brainchild of Pratik Jena, a 23 year old youth with ideas and vision. Recognized as one of the fast emerging exporters in the field of aqua culture, marine food processing & currently engaged in selling shrimps, Highland Group has set a niche with its farm fresh Head on, Headless, Peeled tail on & tail of shrimps in block or IQF [Individually Quick Frozen] forms as desired by the customer. An Odisha based firm, ‘Highland’ assists the farmers with reputed high quality feeds, technical assistance in scientific farming at sustainable stocking densities. Post-harvest, the produce is procured by 'Highland' for processing and exporting. Thus, ensuring traceability of the product. The skilled professionals on Highland’s team also draw periodical samples of farmed shrimp for various bacteriological & antibiotic residues to ensure that pollutants or banned chemicals residues are not present in shrimp. Additionally, the products abide by the EU or US FDA standards.
“Today, the seafood industry has numerous challenges of its own, right from need of state-of-the-art infrastructure which is Capital Intensive to the need to train labour for proper handling of products. The industry being heavily manpower extensive, and since each and every shrimp goes through multiple hands of ‘food handlers’, right from harvesting shrimp in ponds to its chill transport to factories, its beheading and value addition to Headless, Tail on & Tail off forms. Training of these semiskilled and skilled labour needs huge amount of time & effort to produce a ‘Safe’ product which meets the International Standards meant for human consumption,” speaks Pratik Jena, MD, Highland Group.
Adding to all the challenges, customer satisfaction is also something that needs constant focus. Once Highland Group acknowledges these factors, the entire team learns to deliver a product that is tailor made to customers’ specifications, including its packaging and labeling. The Quality Assurance team of the firm painstakingly lists out the product characteristics, additives, freezing, packaging, labeling, microbial sampling, traceability, chemical
and antibiotic testing protocols along with on-line production quality control checks. The shrimps are produced exactly as per this and then stored in the cold store at -18 deg C before it is released for shipment. Highland Group also ensures close integration between Sales & Marketing, Farm procurement, Production, Quality Assurance, Logistics departments which is necessary to ensure that the shrimps are handled with minimal 'time-temperature' abuse from ‘farm to fork’ to retain its freshness”.
Converting Challenges into Opportunities
A quick learner and even quicker when it comes to cashing on good opportunities, Pratik has left no stone unturned when it comes to converting the Covid-19 challenges to its advantage. Despite the fact that travel restrictions were at its peak during the Covid times, the firm was successful in supporting shrimp farmers of Orissa. Alongside, Highland Group also exported to Japan, China, Middle East & Vietnam. At present, Highland Group is a ‘Two Star Trading House’ and the firm has been able to export over $25 million of shrimp in the year 2020-21.
Highland Group’s fleet comprises of over 40 insulated vehicles of various capacities and reefer containers. These insulated vehicles are used for transport of shrimp from farms to processing plant. Reefer containers are used for transport of Frozen shrimps. “Our Cold stores are integrated with our processing plant. We ensure there is no gap in the cold chain right from farm to processing plant & processing plant to port for shipment. Our perspective of looking at the whole scenario from customers angle – to obtain farm fresh produce, safe, nutritious & wholesome with no additives. For achieving this, timely shipments irrespective of fluctuating market prices has given us repeat orders with major customers. Adding to this, large capacity installation with modern facilities has been our USP,” adds Pratik.
With quality being the centre of operations for Highland Group, the firm has its team dedicated to total quality control management. A separate department at Highland is dedicated to delivering its finished products to their esteemed clients. The firm has divided its group entity into different segments for better servicing in a systematic manner. “Our Products export are managed by Highland DE LA MER and our packaging & processing department are managed by Highland Agro. Also, our supply chain department is being professionally managed. The Logistics infrastructure is a highly impressive work process and completely dedicated to delivering our product and packages in safely without delay,” highlights Pratik.
Paving the Path Ahead
As the market is changing rapidly with the ongoing expansion of the industry in India, so have the opportunities for new players in the Marine food processing & its export. Odisha based Highland Group is constantly striving to meet its mission to aid support to the blue revolution in India through which farmers of low income group are benefitted and with a vision to reach the apex point in the industry. The rising advancement in the technology has also provided the industry with ultra-modern facilities and multifaceted advantages.
Today, the seafood industry has numerous challenges of its own, right from need of State of Art infrastructure which is Capital Intensive to the need to train labour for proper handling of products
Hence, it is very crucial to comprehend the patterns of the market movements to strategize better and act in accordance with the need of the hour.
Marching ahead, in the pursuit of creating a brand of commitment, the Highland Group is bridging all the gaps to bring value to its customers by standing to their needs as this is the best way to learn about their concern, business aspiration and specific requirement. For the years to come, Highland’s efficient strategy in procurement and sales is to give a head start in planning and an edge over the competitors. The firm has been in this sector for past two years with clients from China, Japan, Vietnam & Gulf and the firm is all set to enter into US & EU markets shortly.
“In the years to come, we would like to consolidate the volumes and penetrate into HORECA segment in North America. To spread our risk, EU & Russian market segments will be catered to in 2023. In 2023, our second processing facility should be ready with ability to produce specialised items like breaded shrimp, breaded fish fingers etc. This will enable us to cater to Indian retail segment in a big way and also export the product. Being a new entrant to this field, we are naïve, but aggressive in our targets, volumes & commitments to deliver. Our competitors are often surprised by our risk-taking attitude and ability to deliver even during the hard times of Covid-19,” signs-off Pratik.
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