Azelis strengthens Asian positioning by expanding partnership with DSM-Firmenich in India

09 Oct 2023 --- Azelis has expanded its affiliation with DSM-Firmenich in India and is now the exclusive distributor of DSM-Firmenich’s food enzymes and cultures across the region, which ranges from dairy cultures and dairy enzymes to dairy test kits and bakery enzymes. The move is set to help Azelis carve its presence firmly in India by supporting dairy, bakery and nutrition customers.

Previously covering only Western India, the agreement now also spreads the partnership across the country’s North, South and East.

"This collaboration is an opportunity for us to further support food manufacturers in India. For over 12 years, we have worked successfully with DSM-Firmenich for food & nutrition. Together, we have collaborated on many innovative projects and managed their extensive portfolio of enzymes and dairy cultures," Dipan Dalal, Market Segment Director Azelis Asia Pacific Food & Nutrition tells Food Ingredients First.

"For instance, in dairy products, we can help with the formulation of traditional favorites like curds and lassi, or in the making of healthy, indulgent drinking yogurts. We can also assist in formulating lactose-free concepts."

He further said that Azelis' bakery enzymes can ensure "consistency in flour" and "enhance dough elasticity" for parathas or maximize the volume of a brioche.

“This strategic decision has been made to streamline and enhance our distribution model in India to increase our customer intimacy further and strengthen our market penetration,” notes Christian Petersen, regional sales manager Asia Pacific at DSM-Firmenich.

Tapping into the complex Indian food industry
The food industry in India is highly complex, mainly due to global trends that social media and the growing presence of international brands in the food service and retail industries have shaped, Dalal told us.

He highlights some major trends in the region.

The strategic decision will help the companies streamline their distribution model and strengthen their market penetration in India."Natural and clean label products are also highly sought after in India, where about 40% of consumers indicated that they prefer products made with natural ingredients in a recent consumer survey." To meet this demand, several food manufacturers and brands have taken the step to reformulate their existing products and consider natural ingredients such as clean-label texturizers and preservation in various food and beverage applications. 

Another trend that has emerged is the return of home-cooked meals. "Customizing products to local taste buds and concepts would be key to appeal to India market seeking familiar taste," he underscores.

He also pointed to the importance of cost savings. 

"For the packaged food industry, this could be an opportunity to create cost-friendly ready-to-eat or ready-to-cook meals. The positioning of such products will have to be impactful and convincing to consumers, as the price of food service could be cheaper than cooking."

Azelis on the move
Azelis created a turnover of €4.1 billion (US$4.3 billion) in 2022. As for 2023, it has been fruitful for Azelis, with partnerships and agreements all year round. 

The year started with Azelis acquiring Smoky Light, a Benelux-based smoke ingredients market distributor. The move reestablished Azelis’ position in the Benelux market and expanded its footprint in the smoke ingredient market in EMEA.

Later, Azelis acquired 100% of the shares of Gillco Ingredients, a specialty ingredient provider in the food and nutrition market in the US. The move enhanced its lateral value chain for the US food and nutrition market and broader life sciences segment.

Focusing on the Asia Pacific, the company also continued its partnership with Novozymes, which enables Azelis to distribute Novozymes’ bio-based agriculture solutions, such as microbial inoculant, biostimulant and biocontrol solutions, in Malaysia.

In March, Azelis reinforced its portfolio within the F&B and meat sectors in Germany, Austria, Switzerland and Eastern Europe by continuing its collaboration with Kerry that started in 2018.

Moreover, the company’s organic growth strategy continued with an agreement with Mane to distribute its flavors and taste solutions in Denmark, Norway and Sweden. 

"We believe that the extension of partnerships will further assist our customers in simplifying their sourcing process, thus making it easier for them," says Dalal.

Growth strategy
Dalal flags that the company aims to continue driving its growth through the power of innovation.

"We have made significant investments in our technical capabilities over the past two years to support our innovation efforts." 

Azelis opened a Regional Innovation Center in Singapore dedicated to food and nutrition with kitchens of expertise by application and strengthened its capabilities in India, too.

By Insha Naureen