In a recent engaging conversation with Motti Levin, CEO of Haifa Group, MC Dominic, Founder & Editor-in-Chief of Krishi Jagran, delved into the company’s strategic vision and expansion efforts. Founded in 1966, Haifa Group has established itself as a global leader in the production of specialty fertilizers, with a presence in over 100 countries. During the interview, Motti Levin shared insights on Haifa Group’s new venture in India, following the successful launch of its wholly owned subsidiary, Haifa India Fertilizers and Technologies Private Limited, at a grand ceremony held on January 23, 2025, at the Taj Mahal Tower in Mumbai.
MC Dominic: I’m extremely happy to introduce one of the veterans in specialty chemicals, Haifa Group. Haifa Group is synonymous with quality, and today, India is privileged to welcome Haifa as it launched its subsidiary in India on January 23, 2025. This will allow Indian farmers, who value quality, to have access to it right here in India. I am honored to have the great man behind this mission, Motti Levin, CEO of Haifa Group, with us today. It's fantastic to know that you’ve started a subsidiary in India.
What motivated you to launch this subsidiary and establish direct reach with Indian farmers?
Motti Levin: Haifa has been present in this market for many years. The agriculture sector in India was introduced to Haifa long ago, but it was always managed through our head office in Bangkok. Over time, we realized that this market is incredibly significant and holds tremendous potential for growth. By embracing precision agriculture in general, and precision nutrition in particular, we understood the need to be on the ground.
With the launch of our Indian subsidiary, distributors and local employees will receive direct support from Haifa, without any hindrance. This is how we operate globally. We have 18 subsidiaries in over 100 countries, and each one is managed by regional people. Having local experts in this region will allow us to be more proactive in addressing market needs and maintaining close relationships not only with direct clients and distributors but also with other related stakeholders. We will stay in touch through seminars and field trials with growers, but business will still be conducted through distributors, with our local team trained by Haifa. This approach will provide us with better exposure to local market needs and help us fulfill demand more effectively.
MC Dominic: What are the unique products that you are planning for India?
Motti Levin: We have an extensive product portfolio that will cater to the needs of Indian farmers, including top-quality water-soluble fertilizers, which have earned Haifa a reputation for excellence, starting with Potassium Nitrate. Haifa was actually the first company to develop the agricultural application of Potassium Nitrate—it is the most soluble and helps increase yields. From that point, we started building a diverse portfolio, and we now have more than 400-500 different nutritional solutions to address the various needs of farmers, customized for the crops and requirements of the growers. In recent years, we have also developed a sophisticated and diverse product line of biostimulants and micronutrients, which will be available to the Indian market soon.
We are also involved in technology and have made significant investments in offering solutions to growers, including here in India. We are using software and applications to optimize fertilizer use in crops, enabling growers to assess nitrogen levels with just a photo, along with additional features related to irrigation, plant protection, and even the calculation of emissions. We see this application as a breakthrough in farm management. All these elements work together, and we are committed to sharing knowledge on best practices. We will conduct field trials and demonstrations for farmers.
MC Dominic: How do you plan to face the challenge of climate change?
Motti Levin: Haifa was established after extensive research on how to upgrade and add value to the minerals of the Dead Sea (Lake in Israel), which are rich in minerals. This process gave rise to a new practice called precision nutrition. Haifa, together with Netafim, introduced a new approach called fertigation, where water-soluble fertilizers and nutrients are applied to crops through micro-irrigation systems. This is the most sustainable way to fertilize. With this method, as a grower, you don’t need to add extra urea or water, which minimizes collateral damage. By using our products, you minimize the use of minerals and water, while applying nutrients directly through the leaves and roots in a foliar method. This improves yields, shelf life, and at the same time minimizes other inputs and reduces damage to underground water.
MC Dominic: It's good to see Haifa’s focus on sustainability. In the Indian context, the cost of products is a big issue. Though I know farmers are quality-conscious and prefer Haifa, what do you think about addressing the majority of customers?
Motti Levin: It depends on the way you look at it. If someone thinks that a tonne of potassium nitrate is cheaper than a tonne of urea, that’s a big mistake. We encourage growers, not only in India but globally, to look at an index called NUE (Nitrogen Use Efficiency). This index measures the value of all your output divided by the value of input. If it’s positive, you’re making money; if it’s negative, you’re losing money. Adopting sophisticated solutions is essential for smart growers. By doing so, growers will achieve good yields and make profits. This is the core idea behind NUE.
MC Dominic: So, quality-conscious farmers will get quality returns in the long run. That’s fantastic!
Motti Levin: Yes, it’s not only about quality. Through bio-stimulants, we offer a range of products that help growers improve their produce.
MC Dominic: What’s your vision for India in the next 5 years?
Motti Levin: We’re already a leader in precision nutrition. Our goal is not just to maintain this position for competitive reasons, but to support growers globally with our top-quality products, technical solutions, and digital tools. We are a solutions-based company, and as an Israel-based company, we can’t work alone. We are very eager to establish relationships with others, and we are actively doing so.
MC Dominic: In which countries are you most active right now?
Motti Levin: More than half of our activity is in the EU market and the Pacific regions. For me, India and Brazil are the main growth engines. The leadership of Haifa Group has identified these three regions as key to Haifa’s future. In India, the market is enormous, and it is characterized by smart people who are eager to learn. We share knowledge without charging, whereas other companies often keep it hidden. For example, if you want to be a tomato grower, you can visit Haifa’s website and find all the details. Indians are eager to adopt smart solutions.
MC Dominic: In India, how do you plan to go region-wise, or will you be focusing on a pan-India approach?
Motti Levin: We will establish our headquarters in Hyderabad. We have nominated Sudhakar Maddila, who has many years of experience in this sector. That’s how we are moving forward. We also plan to set up a logistics hub in Mumbai, and our ultimate goal is to expand pan-India, but we will do this step by step.
MC Dominic: Do you have any crop-specific plans, or will you proceed with a state-wise plan?
Motti Levin: Historically, Haifa focused on specialized environments, such as greenhouses and orchards, which has been a dominant approach for many years. However, our current strategy is to focus on the open-field market, and now 50 percent of our turnover comes from this sector. We offer solutions for any type of open-field crop, from sugarcane to potatoes, and they are all part of our offerings.
MC Dominic: What’s your advice to Indian farmers?
Motti Levin: We have expertise in precision agriculture, which will benefit the goal of improving farmers’ income. Precision agriculture is also aligned with the long-term goal of sustainability and will help future generations as well.
MC Dominic: What were the challenges you faced in your earlier years?
Motti Levin: The strategies and methods we’ve developed over the years to address the challenges faced by growers in various countries are truly unique. We consider ourselves fortunate, as our main challenge now is meeting the growing demand for our products year after year. To address this, we are investing approximately USD 700 million in various projects to expand our production capabilities and enhance infrastructure, enabling us to meet the increasing demand.
MC Dominic: What are the thoughts that cross your mind when you go to bed, and what do you think about when you wake up in the morning?
Motti Levin: The safety of my people is the highest priority, followed by all the other essential tasks. We must give our best in our current roles and focus on how to quickly recover and achieve our goal of increasing production capacity, as we are currently lagging behind.
MC Dominic: As the CEO of Haifa Group, what is your dream?
Motti Levin: My dream is to see the agriculture sector worldwide fully embrace precision agriculture and precision nutrition. These innovations hold immense value and promise, not only for enhancing farming practices but also for ensuring a more sustainable and nutritious future for generations to come.
MC Dominic: Let the dream of Haifa's CEO – to ensure that high-quality products reach farmers everywhere – become a reality. He envisions it, dreams it, and wakes up driven to bring it to life. With Haifa's renowned commitment to quality, we are confident that its name will continue to grow in India. We wish Haifa great success in its journey ahead.
(Curated and Written by Shivam Dwivedi)
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