AQUA STAR Interview

AQUA STAR caught up with Dr. Saurabh Shekhar, Managing Director, Trouw Nutrition India in an e- mail interview about Trouw Nutrition in India, vision for Aquaculture industry and many more

  • Trouw Nutrition Exclusive Interview
  • In Print: April, 2021

1. Tell us, how the journey has been so far for Trouw Nutrition in India?

Trouw Nutrition has been present in India since 2013 through our sales representative, however post 2017 we have heavily focused on building a team of subject-matter specialists and a strong sales team who can drive our core values - Caring, Capable, Collaborative and Innovative – to serve our customers. The biggest challenge for us was that we were an importing unit and faced concerns with lead times. To address these challenges, we became the first independent operating company within Nutreco to start with a Greenfield project at Jadcherla, Hyderabad. We have always been very customer centric and the production facility reflects our commitment to a growing South Asian market and our prestigious customers.

We have also brought in the integrated solution approach of Trouw to India post 2017 focusing on some of our innovative technologies like Mycomaster, NutriOpt On-site Adviser (NOA) that bring lab to farm and feed mill, along with a dedicated Customer Service Laboratory – MasterLab in Hyderabad.

2. Since inception in early in Europe how the company transformed

We are proud to say that Trouw Nutrition is a global leader in animal nutrition that has been supporting farmers, integrators and the feed industry for 90 years with beginnings in 1931. Since our inception as a family business by Adolf Trouw and Johannes Siemons we have strongly focused on innovation and our people as core. In 1994 we became part of Nutreco and in 2015 SHV acquired Nutreco along with its two global brands, Trouw Nutrition for animal nutrition and Skretting for aqua nutrition.

SHV Holdings N.V., is a family-owned multinational with a wide range of operations and presence in 52 countries with more than 60,000 employees and a net sale of € 19.2 billion in 2019.

Our mission is “Feeding the Future” and we aim to be at the centre of balancing feed-to-food chain by ensuring sustainable development of resources to meet the surging demand of animal protein. At the same time, we also address the various important environmental, societal and public health concerns like food safety, responsible usage of antibiotics and sustainable sourcing.

3. What steps are you taking to differentiate in marketing?

The differentiating factor for us in marketing is our values of being innovative and caring. This ensures that we remain customer-focused in all that we do. We realize the importance of a holistic approach through feed, farm and health management, bringing in integrated solutions through products and services to address the various challenges related to livestock and aqua business. This solution-based approach is also reflected in all our programmes - Feed Safety, Mycotoxin Management, Gut Health, Antimicrobial Resistance, Trace Mineral Nutrition and Salmonella Control. We invest substantially in R&D globally, to the tune of €50 mn in the year 2019. However, all these innovations are validated in local conditions so that we bring practical innovations, and this also forms the basis for all our communications to customers to ensure effectiveness.

We are extremely proud on keeping up with the times, whether it is our digitally enabled services or our communication medium. During early years we realized the importance of social media and it has formed an integral part of our marketing and communication strategy. We are on LinkedIn and Facebook to always remain connected with customers. We took the digitalization a step further when we launched our state-of-the-art production facility virtually to ensure that even though we live under restrictions but are not limited by them. In fact, we also have a virtual tour of our facility available on our website ( for all our customers who cannot personally come to visit us.

4. What does quality feed additive and premix mean for you?

Quality for us means managing risk faced by our customers as a result of feed safety, and traceability. As global leaders in animal nutrition, we have a huge focus on quality of all our products be it feed additives or premixes to bring in added value to customers. We follow a company-wide program, Nutrace®, to ensure feed-to-food safety, quality and traceability. We ensure uncompromising standards from raw materials to finished products nullifying our customer’s risk. We follow a completely transparent operation with stringent five-step quality check for customer confidence and satisfaction.

5. Please let us know about your current team members.

We are currently a team of 53 highly passionate and capable employees at Trouw Nutrition India. The sales and technical team are spread across pan-India and for all the species namely poultry, dairy, and aqua. The teams are well supported by marketing, finance, operations, supply chain and HR. Even during Covid we did not stall our hiring plans and 25% of our recruitment for 2019 happened during peak Covid period.

6. With current new facility in Telangana, how do you see Indian Aquaculture shaping up?

Indian Aquaculture is known to follow high standard practices especially as we are an export-based market in shrimp. Our new state-of-the-art production facility at Hyderabad enables us to provide superior quality minerals, vitamin premixes, mineral blends and feed safety solutions. With the new regulation by AP Govt. that mandates mention of aflatoxin levels on labels, proven Feed safety solutions like Toxo MX and Toxo XL are important in managing mycotoxin levels. Some key features of our production facility are:

A unique high-end technology to ensure that we have the best quality of premixes for our customers.

We ensure end-to-end Quality and Traceability through our company-wide program, Nutrace. Through Nutrace we focus on all aspects of quality with added emphasis on feed- to-food safety.

The facility ensures that the final product remains untouched by hand through complete automation from raw material handling to automatic bagging.

Complete Antibiotic-free production in our production facility.

7. Let us know on your CSR activities

Our commitment to sustainable development also forms a part of CSR activities. A recent reflection of this is the sustainable dairy initiative, Trust Dairy. As part of the sustainable dairy initiative, we aim to enhance food safety with production of clean and safe milk for betterment of the livelihoods of dairy farmers ensuring economic viability throughout the dairy value chain. Additionally, in the past, we used to celebrate Community Day throughout Nutreco in which all Nutreco employees would undertake some activity to support local communities. Last year due to CoVID restrictions we were not able to conduct any activity but supported the stranded migrant workers with necessary supplies.

About Trouw Nutrition

The animal nutrition division of Nutreco is a global leader in innovative feed specialties, feed additives, premixes and nutritional services for the animal nutrition industry. Trouw Nutrition provides products, models and services to boost productivity and support animal health through all life stages. With unique, species-specific solutions, Trouw Nutrition has been meeting the needs of farmers and home-mixers, feed producers, integrators and distributors since 1931. We make it our business to understand the true challenges being faced by farmers and integrators in the animal nutrition industry. Innovation, research and collaboration drives our commitment for sustainable nutritional solutions. Nutreco is a wholly owned subsidiary of Netherlands-based SHV Holdings N.V., a family-owned multinational with a wide range of operations and presence in 52 countries with more than 60,000 employees and a net sale of € 19.2 billion in 2019.