Sick Units and Steps to Avoid Bankruptcy
In India’s growing millet industry, small manufacturers play a crucial role in supplying millet-based products to both local and global markets. Despite the demand for healthier, sustainable food options, many small businesses face Small Millet Manufacturers Bankruptcy, often turning into sick units due to challenges within both production and distribution.
These challenges can stem from complex distribution networks, inadequate cash flow management, poor adherence to quality standards, and unsustainable operational practices. Small manufacturers may chase the allure of retail and export markets without laying a solid foundation for sustainability, leading to a downward spiral that ends in bankruptcy.
This blog story highlights the key reasons why small millet manufacturers become sick units and outlines actionable steps to avoid these pitfalls.
1. Capital Block in Distribution Channels
Small millet manufacturers frequently tie up their capital in credit terms with retail outlets, especially in unorganized markets where payments can be delayed for months. Small outlets operate on credit with no set deadlines for payment, blocking manufacturers’ capital. As they expand distribution, this issue compounds, draining liquidity and putting immense pressure on cash flow.
Example: A millet snacks manufacturer supplying to local kirana stores might not receive payment for several months, but must still cover operating costs, employee wages, and raw material expenses. Over time, the business struggles to meet daily financial obligations.
2. High Entry Costs for Retail Chains
Getting products into large retail chains like DMart or Reliance Fresh often requires paying high SKU listing fees and participating in costly promotional offers. Small manufacturers may underestimate these costs, leading to cash flow issues and increased debt, especially if sales don’t meet expectations.
Example: A millet flour producer pays a hefty listing fee to secure shelf space in a major retail chain, only to find their product isn’t selling as expected. The business now has capital tied up in retail, inventory sitting unsold, and debt accumulating from the listing fee.
3. Over-Reliance on Government Subsidies
Many small manufacturers rely heavily on grants and subsidies from government schemes to fund operations. While these subsidies are helpful, they create a dependency that weakens the business when subsidies end. Without a robust, independent financial strategy, manufacturers can find themselves ill-equipped to handle market fluctuations.
Example: A millet-based beverage company uses government grants to buy machinery but fails to build a sustainable revenue model. Once the grants stop, the company cannot maintain its operations and spirals into financial trouble.
4. Lack of Understanding of Quality Standards for Export Markets
Small manufacturers often jump into the export market, lured by the promise of earning in foreign currency. However, they underestimate the high-quality standards and traceability requirements imposed by international markets. Failing to meet these standards leads to rejected shipments, lost investments, and damaged brand reputation.
Example: A millet snack manufacturer ships a batch to Europe without adhering to traceability protocols. The shipment is rejected, causing the manufacturer to absorb the loss of production, shipping costs, and spoilage.
5. Operational Inefficiencies
Small-scale manufacturers may not have streamlined operations, leading to higher production costs and inefficiencies. They might also lack the resources to invest in automation, packaging, or advanced technology that could enhance shelf life and reduce waste. As a result, they incur higher operational costs while competing with larger, more efficient brands.
Example: A millet noodle producer relies on manual packaging and poor inventory management, resulting in inconsistent product quality and high wastage, eating into the company’s profit margins.
Steps to Avoid Bankruptcy and Stay Sustainable
1. Manage Cash Flow with Strict Credit Policies
Small manufacturers should enforce strict credit policies when dealing with distributors and retailers. Set clear terms for payments, offer early payment discounts, and reduce exposure to outlets that delay payments for long periods. Consider working with distributors who handle payment collection to minimize financial risk.
Action: Audit your current credit arrangements and work towards reducing credit timelines by negotiating better terms with retail outlets. Focus on smaller, frequent orders to improve cash flow.
2. Test Retail Markets Before Full Commitment
Instead of diving into large retail chains with high listing fees and promotional costs, start small. Test your products in local or regional outlets and scale up gradually as demand increases. This approach allows you to minimize risks and gather valuable consumer feedback before taking on larger expenses.
Action: Launch your product in smaller batches and focus on building a consumer base locally. Work with regional stores or online platforms before approaching bigger chains.
3. Build a Financial Buffer Beyond Subsidies
While government grants and subsidies can be useful for kick-starting operations, they should not be the crux of your financial model. Establish a solid financial plan that includes savings, reinvestment strategies, and external funding options, such as loans or equity investments. This will ensure that your business can survive beyond the subsidy period.
Action: Create a three-year financial plan that focuses on cash flow, capital needs, and revenue generation without reliance on subsidies. Diversify your funding sources, including loans, angel investors, or crowdfunding.
4. Invest in Understanding Export Market Standards
 Before entering international markets, thoroughly research the quality and traceability standards required for each geography. Consider obtaining international certifications, such as ISO 22000 (Food Safety Management), USDA Organic, or EU Organic Certification, to ensure your products meet global standards.Â
Action: Enroll in training programs that cover export market requirements and certifications. Work with consultants or export agencies to ensure full compliance with international regulations.
5. Streamline Operations with Technology
Invest in automation, digital tracking, and modern packaging solutions to reduce costs and improve efficiency. Technology like ERP (Enterprise Resource Planning) systems can help manage production, inventory, and distribution seamlessly. Additionally, packaging innovations that extend shelf life will make your products more attractive to both retail chains and export markets.
Action: Explore grants or financing options to invest in machinery or software that improves operational efficiency. Conduct an audit of your current operations to identify areas where automation can lead to cost savings.
6. Monitor Key Performance Metrics
To avoid capital block and maintain sustainability, small manufacturers need to closely monitor key performance metrics such as inventory turnover, sales velocity, and customer satisfaction. Regularly assess the performance of your SKUs (Stock Keeping Units) in different outlets and regions to make informed decisions about scaling or pulling back.
Action:Set up a system for tracking the performance of each product in real-time. Use the data to optimize production, distribution, and marketing efforts.
Staying Ahead in a Competitive Market
Becoming a sick unit is a real risk for small millet manufacturers, but it can be avoided with careful planning and operational discipline. By managing cash flow effectively, testing retail channels, building financial resilience beyond subsidies, understanding export standards, and leveraging technology for operational efficiency, small manufacturers can not only survive but thrive in a highly competitive market.
Rather than chasing short-term gains, it’s critical to focus on long-term sustainability by continuously adapting to market trends, improving product quality, and building strong relationships across the distribution network.
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