Norel NBPL India Pvt. Ltd.

Nutrient Bio-Agro Tech Pvt. Ltd. (NBPL) is a privately held, global supplier of animal feed additives leading the segments of antioxidants, mycotoxin binders, organic minerals and health and performance boosters. Norel S.A. and NBPL formed a joint venture in order to improve their positioning of animal nutrition in the Indian subcontinent

THE BUSINESS

Norel is Spanish company dedicated, exclusively, to the production of feed ingredients and additives for animal nutrition. Its business is the development, manufacturing and trading of additives and raw materials for animal nutrition (aquatic and terrestrial species). Norel additives have been designed to improve animal health and absorption of the feed nutrients, and hence, to boost their performance, reducing the use of medicines. Norel’s objective is to challenge itself and the industry in the search of a more natural feed nutrition while being productive at the same time.

The company has five directors and no reported key management personnel. The longest serving director currently on board is Karan Singh who was appointed in 2019. Karan Singh has been on the board for four years. The most recently appointed directors are Om Prakash Singh, Juan Jose Mallo Revilla, Maria Pablos Velez and Francisco Moral Dominguez.

The company’s main objective is pivoting on feed safety ingredients focusing on increasing outputs. It is the challenge of facing the growing raw material cost worldwide. And exploring pet/companion animal segment at the same time.

VISION

With more than 40 years of experience, Norel is present in more than 70 countries around the world. Headquartered in Spain, it has different production plants and offices in Mexico, USA, India, Singapore and Ecuador. In addition, the company has two R&D laboratories for biotechnological, chemical and biological studies. Norel’s experimental activities are strengthened by collaborations with recognized universities and consultants. It develops innovative and practical products as a result of a strong relationship with customers and this research approach. These facts position Norel as one of the leading companies of feed additives worldwide.

The company runs with a direct longterm vision ‘To engage in continuous improvement of products and processes to enhance quality of production and cost-effectiveness.’

Norel’s foray in poultry, dairy, aquaculture nutrition-based products are driven by extensive R&D. The company has already built a niche for itself in terms of brand value in the Indian subcontinent. Norel and NBPL have been marketing partners for three years, but understanding the growth module of the animal health sector in terms of nutrition in India and neighbouring countries such as Bangladesh, Nepal and Sri Lanka, a bigger picture and perspective has been envisioned to cater to huge demands from the emerging markets. The concept of localized production module would cope with the demand and supply paradigm. It would mean a larger scale and scope of business and value-added services, along with immense expertise in research and development in nutrition based products.Thus, a complete range in nutrition in the animal sector will help the ground level. 

THE USP

While Norel continues to work towards developing efficient service systems and seamless communication with its customers across all verticals, it urges towards faultless product delivery, providing ground assistance and responsiveness to market demands.

The company strives to establish its USP on the basis of the following facts:

A.  Norel range of products are designed to improve nutrient absorption.

B.  All the development, manufacturing and trading additives and raw materials are concentrated for animal nutrition.

C. A very strong R&D facilities network for biotechnological, chemical and biological studies exist within the company, worldwide.

D. Continuous strategic push on building production facility.

E.  A strict focus on feed-based ingredients.

Major achievement of the company can be counted as the  success in building production facility focus on exports into the neighboring markets of India. The focus is on antioxidants, mycotoxin binders, trace minerals and organic acids.

Norel’s guarantee for quality is based on its confidence on its R&D facilities for biotechnological, chemical and biological studies worldwide. The experimental activities of the company are strengthened by collaborations with recognized universities and consultants. One of the most imminent challenges faced currently is the pressure of antibiotic free products, of course focus will be on natural ingredients with the cooperation of  the government and its policies turning the challenge into
responsible opportunities in this field. In fact, the current trend in the market is to substitute antibiotics with growth promoters which are in demand.

To keep abreast with the trends Norel range of products are designed to improve nutrient absorption and promote gut health in the most natural way. Going ahead the company aims to search for more natural and productive nutritional feed additives to satisfy the demands of the market.

INNOVATION

Norel’s progressive innovation strategy has driven it to include natural feed additives in its wide range of products that help in healthy gut and higher feed digestibility of the birds. The company feels in the current situation dealing with anti-microbial resistance, these range of natural products will be the future of this market.