OBJECTIVES OF INDUSTRIAL VISIT

 To know things practically through interaction, working methods and employment

practices. Moreover, it gives exposure from academic points of view.

 To learn various marketing strategies of a company.

 To get a good opportunity to gain full awareness about industrial practices.

 To study the mechanism of pricing strategy.

 To Visit different companies, actually help build a good relationship with companies.

 To gain a combined knowledge about both theory and practical.

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AMUL INDIA

2
 DETAILS OF THE INDUSTRIAL VISIT:-

 DATE OF VISIT: 9 JANUARY

 TIME OF VISIT: 11:00 AM
 PLACE: AMUL FED DAIRY ,AHEMDABAD.
 NO. OF STUDENTS: 140(APPROX.)
 GUIDE NAME:

INSTRUCTIONS GIVEN AT THE PLANT:

1. NO BAGS & ELECTRONIC DEVICES ARE ALLOWED

2. PHOTOGRAHY PROHIBITED
3. MAINTAINING DISCIPLINE

3
 INTRODUCTION OF COMPANY:

The brand name "Amul," from the Sanskrit "Amoolya," (meaning Precious) was suggested by
a quality control expert in Anand.), formed in 1946, is a dairy cooperative in India. It is a brand
name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk producers in
Gujarat, India.

AMUL is based in Anand, Gujarat and has been an example of a co-operative organization's
success in the long term. It is one of the best examples of co-operative achievement in the
developing economy. "Anyone who has seen « the dairy cooperatives in the state of Gujarat,
especially the highly successful one known as AMUL, will naturally wonder what combination
of influences and incentives is needed to multiply such a model a thousand times over in
developing regions everywhere."TheAmul Pattern has established itself as a uniquely appropriate
model for rural development.

Amul has spurred the White Revolution of India, which has made India the largest producer of
milk and milk products in the world. It is also the world's biggest vegetarian cheese brand. Amul
is the largest food brand in India and world's Largest Pouched Milk Brand with an annual
turnover of US $1050 million (2006±07). Currently Unions making up GCMMF have 2.8
million producer members with milk collection average of 10.16 million liters per day. Besides
India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia,
China, Singapore, Hong Kong and a few South African countries. Dr.Verghese Kurien, former
chairman of the GCMMF, is recognized as a key person behind the success of Amul.

4
 VIEW OF AMUL DAIRY

AMUL FED DAIRY,AHEMDABAD

5
 VISION, MISSION AND POLICY:

VISION:-

 To provide quality food and beverages to consumers at affordable price while ensuring
fair returns to producers.
 To provide more satisfaction to the farmers, employees and distribution.
 To make AMUL the biggest brand in milk and dairy products

MISSIONS:-

 To build upon the reputation of AMUL.

 To serve our farmers, rural India and our consumers.
 To serve National Economy.
 To promote purity and quality products.

QUALITY POLICY:-

 Strict quality check of every product.

 Quality assurance test of raw milk
 Advanced techniques.

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 AWARDS & ACHIVEMENTS OF AMUL.

 2015: FORBES India Leadership Award.

 2015: Development Leadership Award.
 2014: Bronze trophy Indian Marketing Awards.
 2014: World Dairy Innovation Award.
 2013: Srishti Good Green Governance Award.
 2013: AIMA High Performance Brand Award.
 2007: National Energy Conservation Award.
 1998-99: Best Performance Award.
 1997-98: Baroda Productivity Council.
 1997: National Productivity Council.
 2003:Ramkrishna Bajaj National Quality Award.
 1999: Rajiv Gandhi National Quality Award.

VIDYABHUSHAN AWARD.

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 COMPANY HISTORY:

Amul is an Indian dairy cooperative situated at Ahemdabad-Gandhinagar highway at Bhat

village in Gujrat.

 It is all began when milk became a symbol of protest.

 Founded in 1946 to stop exploitation by middlemen.
 The word AMUL is derived from a Sanskrit word AMULYA meaning PRICELESS or
PRECIOUS.
 AMUL stands for Anand Milk Union Limited.
 Dr. Varghese Kurien the founder-chairmen of the GCMMF for more than 30 years (1973-
2006) is credited with success of Amul.
 The Amul pattern has established itself as a uniquely appropriate model for rural
development.
 Amul spurred India’s White Revolution, which made the country the world’s largest
producer of milk and milk products.
 Amul became the largest food brand in India and has ventured into the markets overseas.
 This plant was established on 19 September 1994.
 This plant was known as “Mother Dairy” as it was collecting excess milk from other
dairies but from last six months it is known as “AMUL FED DAIRY” .

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 ORGANISATION STRUCTURE:

The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy
Cooperative Society at the village level affiliated to a Milk Union at the District level, which in
turn is further, federated into a Milk Federation at the State level. The below three-tier structure
was set-up in order to delegate the various functions, milk collection is done at the Village Dairy
Society, Milk Procurement & Processing at the District Milk Union and Milk & Milk
Products Marketing at the State Milk Federation. This helps in eliminating not only internal
competition but also ensuring that economies of scale are achieved. As the above structure was
first evolved at Amul in Gujarat and thereafter replicated all over the country under the
Operation Flood Program, it is known as the Amul Model or Anand Pattern of Dairy
Cooperatives

THE THREE-TIER “AMUL MODEL”

DAIRY COOPERATIVE
SOCIETY AT VILLAGE LEVEL

MILK UNION AT DISTRICT

LEVEL

MILK FEDERATION AT STATE

LEVEL

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 ORGANISATIONAL STRUCTURE:-

SECRETARY

MANAGING
COMMITEE

MARKETING FINANCE PRODUCTION HR DEPARTMENT

DEPARTMENT DEPARTMENT DEPARTMENT

CHANNEL HEAD CHARTED EXECUTIVES

ACCOUNTANT SHIFT INCHARGE SUPERVISOR

SALES ACCOUNT
MANAGER HEAD
EMPLOYEES

EMPLOYEES EMPLOYEES

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Village Dairy Cooperative Society (VDCS)

The milk producers of a village, having surplus milk after own consumption, come together and
form a Village Dairy Cooperative Society (VDCS). The Village Dairy Cooperative is the
primary society under the three-tier structure. It has membership of milk producers of the village
and is governed by an elected Management Committee consisting of 9 to 12 elected
representatives of the milk producers based on the principle of one member, one vote. The
village society further appoints a Secretary (a paid employee and member secretary of the
Management Committee) for management of the day-to-day functions. It also employs various
people for assisting the Secretary in accomplishing his / her daily duties.

The main functions of the VDCS are as follows:

1) Collection of surplus milk from the milk producers of the village & payment based
on quality & quantity
2) Providing support services to the members like Veterinary First Aid,
Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed
sales, conducting training on Animal Husbandry & Dairying, etc.
3) Selling liquid milk for local consumers of the village Supplying milk to the District Milk
Union
Thus, the VDCS in an independent entity managed locally by the milk producers and assisted by
the District Milk Union.

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 PLANT LAYOUT:

Plant layout is the overall arrangement of the machine tools, handling equipments, storeroom and
other various accessories required for facilitating production in a factory. These arrangements are
pre-planned with the results that the building has been constructed to fit a layout of a given
process.

AMUL plant is indigenously worked out with facilitation of various production processes and
production of multi products under one plant. The total plot is nearly about 75 Acres. Separate
buildings are provided with required arrangements of machine tools handling and computers
connection through the control room to fit for varying product-manufacturing departments.

The plant is engaged in producing milk, ice creams, milk powder, basundi, butter, butter milk,
flavouredmilk . Entire department is uniquely provided with facilities for the processing each
product. There are 4 production departments and packaging departments pertaining to each
product respectively.

GCMMF - An Overview

Year of Establishment 1973

Members 18 District Cooperative Milk Producers' Unions

No. of Producer Members 3.6 Million

No. of Village Societies 18,545

Total Milk handling capacity per day 28 Million litres per day

Milk Collection (Total - 2015-16) 6.2 billion litres

Milk collection (Daily Average 2015-16) 16.97 million litres

Sales Turnover (2015-16) Rs 22972 corers(US $ 3.5 Billion)

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 PRODUCT PROFILE:

1. AMUL MILK.

2.AMUL MILK POWDER.

3. AMUL ICE-CREAM.

4.AMUL BASUNDI.

5. AMUL BUTTER.

6.AMUL BUTTER MILK.

7.AMUL FLAVOURED MILK.

AMUL PRODUCTS

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 Product Details:

Amul Slim and Trim Milk

Description: Skimmed Long Life Milk

Packing: 1000 ml

Features:
 Zero Cholestrol
 Virtually zero bacteria
 No need to boil
 Cut open and drink
 No need to refrigerate till open
 Stays fresh for 2 days after opening if kept in refrigerator
 No powder or water added
 No preservative / chemical
 Easy to carry and use while traveling
 Tamper evident packing
 Best quality milk from Gujarat

AMUL SLIM AND TRIM MILK

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 Amulya.
Description Dairy whitener

1 Kg Pouch, 500g Pouch / Refill, 200g Pouch / Refill, 100g Pouch, Rs 10

Packing
Pack, Rs 5 Pack

Features:

 Amulya, a premium Dairy Whitener from the house of Amul is the favourite choice of all
Tea and Coffee lovers across India.
 It has the highest milk fat content among all the Dairy Whitener brands in India that
makes it the creamiest dairy whitener.
 It is available in attractive packaging, wide range of pack sizes and at affordable prices.

AMULYA DAIRY WHITENER

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 Amul Ice Cream.

Utterly delicious ice cream made from fresh milk available in a wide range of flavours
Description
and packs.

Cone 120 ml, 100ml, 80 ml & 50 ml

Cup 125 ml, 100 ml, 80 ml, 90 ml & 40 ml

Plastic
1 litre, 750 ml, 500 ml, 125 ml, 100 ml, 80 ml & 60 ml
Container
Packing

Stick 70 ml, 60 ml, 40 ml

Bulk / catering packs (5 litre, 4 litre), take home packs (2.2 litre, 1.5 litre,
Take Home 1.25 litre, 1 litre), combo packs (750 ml+750ml Free) and family packs
(500 ml, 250 ml)

Features:

 Made from Fresh Milk (Real Milk, Real Ice cream): No added vegetable oil, hence no
Frozen Dessert.
 No Differentiation in Quality Standards of Consumer & Catering/ Institutional
Packs: Stringent Standards than Specified by PFA & BIS for more fat and less overrun
(less air) to give creamier feeling.
 Best Ingredients: Fresh milk, superior fruits & nuts.
 Manufacturing Facility: Made in ISO & HACCP certified state of the art plants with
stringent hygienic standards to ensure food safety.

AMUL ICE-CREAM

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 AmulBasundi.
Description AmulBasundiKesarElaichi

Packing 500 ml Tetrapack, 1 Lit Tetrapack

Features:

 AmulBasundi is a traditional Gujarati dessert that is made from condensed milk to give
delicious traditional taste.
 The closest "taste-alike" of AmulBasundi is the famous Rabdi of North India.
 It is packed aseptically (in germ free condition) to give safe and nutritious Basundi which
stays fresh until opened.

AMUL BASUNDI

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 Amul Butter.
Description Amul Butter (Made of pure milk FAT)

Packing 100g, 500g, 50g, 20g, 10g Blister

Features:

 Amul is synonymous with Butter in India.

 Several Generation of Indian consumers have grown up with the taste of Amul Butter for
the six decades.
 Utterly Butterly Delicious taste of Amul Butter is must on breakfast table of almost every
Indian Household.
 Utterly Cute AmulButer Girl has been a part of Indian Consumers since 1950.
 Amul Butter topical is recognized as one of the longest running advertisement campaign
in the world.

AMUL BUTTER

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 Amul Masti Buttermilk.

Description AmulMasti Spiced Buttermilk

Pack
1 Litre Pack
Packing:
200 ml Pack
200 ml Premium Buttermilk

Features:
 AmulMasti Buttermilk is refreshing milk based natural drink.
 It is an easy to use low calorie drink that refreshes you immediately with goodness of
nature.

AMUL MASTI

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 AmulKool

Description AmulKoolElaichiF.lavoured Milk

200 ml Glass Bottle
Packing 200 ml Tetrapak
200 ml Pet Bottle

Features:
 AmulKoolElaichi is refreshing milk with taste of Cardamom (Elaichi).
 It is an easy to use delicious drink that refreshes you immediately with goodness of milk.
 Available in easy to use Tetrapak, Pet Bottle & Glass Bottles.

AMUL KOOL FLAVOURED MILK

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 RAW MATERIAL & SUPPLIERS:

 Raw material of Amul is Raw Milk.

 Raw Milk is the main material for production of all the products in Amul.
 Raw Milk is converted into pasteurized milk & also used for production of different
products.
 For packaging of milk the plastic bags in which the milk is filled and packed and sold out
are outsourced.

AMUL Member Unions (SUPPLIERS):

1. Kaira District Cooperative Milk Producers' Union Ltd., Anand.
2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana.
3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar.
4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur.
5. Surat District Cooperative Milk Producers' Union Ltd., Surat.
6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara.
7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra.
8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad.
9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch.
10.Ahmedabad District Cooperative Milk Producers' Union Ltd.,Ahmedabad.
11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot.
12. Gandhinagar District Cooperative Milk Producers'Union Ltd., Gandhinagar.
13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar.
14. Amreli District Cooperative Milk Producers Union Ltd., Amreli.
15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar.
16.Kutch District Cooperative Milk Producers' Union Ltd., Anjar.
17. Junagadh District Cooperative Milk Producers' Union Limited,Junagadh.
18.Porbandar District Cooperative Milk Producers Union Ltd, Porbandar.

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 MANUFACTURING PROCESS:

• COLLECTION OF RAW MILK

1

2 • TESTING OF RAW MILK

• PASTEURISING AND STANDERDISING

3

• SEPRATION PROCESS
4

• PACKAGING PROCESS
5

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 Collection of Raw Milk:
Raw milk is collected from different co-operatives of Gujarat. About 12,22,000
liters of raw milk is collected per day. Before this milk is sent to the laboratory for testing
the FAT & SNF proportion, the milk is separated from the raw milk. The milk is taken
from the chilling centers to Collection of Raw Milk Raw milk is collected from different
co-operatives of Gujarat. About 12,22,000 liters of raw milk is collected per day. Before
this milk is sent to the laboratory for testing the FAT & SNF proportion.

COLLECTION OF RAW MILK

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 Testing of raw milk:
After collecting the samples of milk they are taken to the laboratory where two types
of test are conducted:
1). ELECTRONIC MILK TEST Before pasteurizing the milk the samples are taken to
the laboratory . In the laboratory with the help of machine called electronic milk tester,
the proportion of SNF & FAT is checked with phosphate solution. When the color of the
milk become yellow, it is sent for pasteurization.
2). METHYLINE BLUE REDUCTION TEST This test is conducted for checking for
how long the milk will remain fresh. To check this, 10 ml of milk is taken and 1 ml of
METHYL solution is added to it. It is then kept under water at 57 degree Celsius. After
one hour if the solution losses its color then it is called raw milk. If the solution remains
the same even after 5 hours than it is considered fresh milk, which remains constant for a
long period of time.

The dairy fixes the proportion of SNF & FAT. After laboratory gives green signal and
conforming the raw milk at reception dock is brought into the house connected with
pump is sent to the milk processing plant. This is then chilled below 4 degree Celsius and
then stored in the milk silos. After that milk is processed which has two steps:
Pasteurizing and Standardizing

TESTING OF RAW MILK

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 Pasteurizing and standardizing:
To pasteurize the milk means to kill the germs in the milk by a particular method which
was invented by a scientist called JAMES PASTEUR and so the name pasteurization. In
the pasteurization method the milk is first heated at 72 degree c to 76 degree c for 15
seconds and then it is immediately cooled below 4 degree c by this method they destroy
the pathogenic bacteria present in the raw milk. But if the right degree of temperature is
not provided there are chances that milk might contain germs. After this process some
milk goes to separator machine and remaining is proportionately sent for standardization.
Standardization process bifurcates the milk in 3 categories varying according to
the SNF & FAT contents. The equipment named OSTA. Auto Standardization Adjusts
the FAT directly. The computer is just ordered whether gold or standard milk is to be
rationed and the same will be received with appropriate contents.

PASTEURISING AND STANDERDISING

25
  SEPERATION PROCESS:
Separation Process Separator machine separates two kinds of products, skimmed
milk and cream, through channels. There are 100 disks fixed in separator machine, which
revolve at 5000 rpm(revolution per minute). It is taken to the tanks, which has the
capacity of 20000 liters. Whenever the milk is needed from the tank , it is tested in the
laboratory and the deficit proportion FAT is added by mixing cream. This process
continues for 24 hours.

SEPERATION PROCESS

Packaging process:

The pouch-filling machine is an integral part of a modern fluid milk plant. Several types of
plastic materials are used in forming the pouches. The material generally comes in the form of
rolls, which are loaded onto the machine. The layer of plastic is folded vertically and sealed. A
horizontal sealer seals the bottom of the pouch. Simultaneously, milk from an overhead float
tank is siphoned into the formed cylinder. It is then again horizontally sealed at the top and cut
off to form a pouch filled with milk. These machines come with adjustable filling heads capable
of filling several volumes of milk as the need be.

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 DISTRIBUTION CHANNEL:
There are two different channels through which Distribution happens in Amul. One is the
procurement channel which is responsible for collection of Milk through dairy co operatives. The
other is the distribution channel which is responsible for distributing the finalized product to the
end customers.

In the procurement channel, the milk is individually delivered from farmers to the co operatives.
The co operatives then collect all this milk and send the bulk to the manufacturing facility. At the
manufacturing facility, the milk is used to manufacture the finalised products.

In the distribution channel, there are carrying and forwarding agents, distributors, dealers and
retailers involved. There are also Amulshoppe’s which sell all products in the Amul product
portfolio. The distribution is as follows.

• AMUL(MANUFACTURER)
1

• CARRYING AND FORWARDING AGENT

2

• DISTRIBUTOR
3

• DEALER,RETAILER
4

• CUSTOMER
5

OR

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 MODERN CUSTOMER
AMUL RETAIL

Thus there is a lot of transportation involved for all of Amul’s products. However, the
distribution channel of Amul ensures that the products reach every nook and corner of India.

AMUL STRUCTURE

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 MARKETING STRATEGY:
Amul Butter Girl

The moppet who put Amul on India's breakfast table

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in
1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a
thumb-sized girl climbed on to the hoardings and put a spell on the masses.

It all began in 1966 when Sylvester daCunha, then the managing director of the advertising
agency, ASP, clinched the account for Amul butter. The butter, which had been launched in
1945, had a staid, boring image, primarily because the earlier advertising agency which was in
charge of the account preferred to stick to routine, corporate ads.

Leading corporate house appoints first non-Parsi chief! Jan’17

29
The reason Amul is such a strong brand is because of the marketing mix of Amul. Here is
an in depth analysis of the Marketing mix of Amul.

Product in the marketing mix of Amul – Amul has a very very strong product portfolio. Amul
product portfolio is comprised mainly of Dairy products Amul Butter, Amul cheese and Amul
ice cream are cash cows for Amul as they have the major market share in their product category.
Amul ice cream is amongst the top 10 ice cream brands of India.

Price in the marketing mix of Amul– Amul has a strategy of low cost pricing. Some may call it
penetrative pricing. But penetrative pricing strategy is used when the market has a high level of
competition and a player wants to establish itself in the market by giving low prices. However, in
the case of Amul, when Amul started, there were no national players and the dairy market was
unorganized. During the introduction stage itself, Amul had a vision to provide their products to
end customers at the best affordable rates. And the same vision is in place even today.

Place in the marketing mix of Amul –Amul has a massive distribution network because its ice
creams, milk, butter and cheese is found practically everywhere. As it is a FMCG product, Amul
follows the methodology of breaking the bulk. The initial factory output is in bulk. Later on this
bulk becomes smaller and smaller and finally one individual slab of butter or scoop of ice cream
is sold at the retail place.

Promotions in the marketing mix of Amul – Amul is responsible for one of the most unique
and longest running outdoor campaign as well as one of the most known outdoor advertising
characters – The Amul girl. We would like to take this opportunity to specially thank Mr
Eustace fernandes, the creative brain behind the sweet girl. But we should know by now that the
Amul girl is hardly sweet or cute. She is known to be the naughtiest advertising girl ever. Amul
hoardings mainly feature the current news and are used to take a tongue in cheek viewpoint at
current happenings. However, each advertisement hits the nail on the head.

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 QUALITY MANAGEMENT:
The initiation of Total Quality Management (TQM) way back in 1994 was to work with the
well known quality management initiatives which have proven to be effective elsewhere to
create a culture of transparency, openness and leadership in the organization. Realizing that
with emerging competition, doing business would become more exciting yet extremely
competitive which would require at time not only a whole set of new skills and competencies
but quick adaptability to change without much stress or turbulence. As a very unique measure
Amul extended all the TQM initiatives to its business partners whether it was the farmer
producer in the village or a wholesale distributor in a metro town or its most sophisticated
production unit.
From the strength of Total Quality Management initiative Amul went on to implement Quality
Management System of International Standard. Amul has been the first dairy in India to get
accredited with certification of ISO 2200:2005 & ISO 9001 for its operations and plants.
Further Amul has set an example that village Dairy Co-operative Societies could also achieve
this milestone as these societies are accredited with ISO 9001:2000 – a remarkable
achievement in the history of India.
Amul Plants are certified by Agricultural and Processed Food Exports Development Authority
(APEDA) for export of dairy products to international markets. Gujarat Co-operative Milk
Marketing Federation (GCMMF) which markets and exports dairy products under the brand of
“Amul” has bagged award 11th time for excellent performance in exports of dairy products
from APEDA - 2008-09, IMC Ramkrishna Bajaj National Quality Award – 2003, "Best Best of
All" Rajiv Gandhi National Quality Award - 1999, The International Dairy Federation
Marketing Award (2007) for Amul pro-biotic ice-cream launch.
The plants are also periodically audited for Hygiene and Quality Management Systems by
various agencies like Export Inspection Agency (EIA), Armed Forces, various Indian Statutory
Bodies, International statutory Bodies and Quality Management Agencies.

31
 CSR ACTIVITIES:

Tree plantation:
Milk Producer members of Gujarat Dairy Cooperatives- better known as AMUL have been
celebrating the nation's Independence Day in a novel manner by planting lakhs of saplings across
Gujarat and have taken up an ambitious plan to save the environment by planting trees, making
India green and thereby reducing the effects of global warming. The milk producers of Gujarat
Dairy Cooperatives are conducting mass tree plantation drive every year on Independence Day
for last nine years. In last nine years (2007 to 2015) the milk producers have planted around
583.4 lakhs trees). The most striking feature of these entire programmes was that it has been
initiated by milk producer members of the dairy cooperatives. The unique fact about the
programme was that the milk producer members took up the oath to protect tree saplings till it
survives and grows into tree.

Henceforth, the Village Dairy Cooperative Societies of Gujarat as a mark of respect for our
nation decided to conduct such event on every Independence Day and accepted 15th August
(Independence Day) as "Green Revolution Day by A forestation to Protect Mother Earth
from Pollution, Climate change and Global Warming"..

TREE PLANTATION

32
DAIRY DEMONSTRATION FARM:

As part of Amul’s continuous effort to improve the socio-economic conditions and livelihood of
dairy farmers, Amul has come out with various schemes to increase cattle holding per farmer
thereby their income
.
A Dairy Demonstration Farm (DDF) has been set up at Mogar to demonstrate scientific methods
of dairy farming. The project envisages encouraging the farmers to use high yielding animals and
modern aids to increase milk production.

The Union provides technical support to milk producers on Scientific Animal Husbandry
practices and also facilitates loan disbursement from banks to the needy by guaranteeing the loan
repayment on behalf of farmers. The Dairy Demonstration Farm is generating overwhelming
interest in milk producer members because of its success and viability.
So far, under various schemes, thousands of farmers are covered to increase the cattle holding
size from small to medium size

DAIRY DEMONSTRATION FARM

33
Amul Scholar
Amul Scholarships: To encourage outstanding children of farmers in pursuing higher studies
Amul introduced scholarship schemes in 1992. The children are given scholarships for pursing
Diploma, Graduation, Post-Graduation and Doctorate. Every year the outstanding children are
identified from the villages and scholarships are provided to fulfill their dream of achieving
academic excellence. This effort has motivated greatly children to excel in their studies and
spread education in rural areas.

Amul Scholar Felicitation Programme: Annually Amul felicitate

outstanding children of employees who have secured highest marks in 10th,
12th standards and Gold Medalist in graduation. Amul Scholars’ Felicitation
Programme was initiated in 2004 and has facilitated many outstanding
students of Amul family.

AmulVidya Shree &VidyaBhushan:Amul’s vision is to see an educated, talented and strong

youth in a developed India of the future and thereby contribute towards nation building. We at
Amul believe that the sound education of its youth is the foundation of every state. Hence it is
the most basic constituent for a developing nation like ours. Towards this philosophy,
AmulVidyashree&Vidyabhushan Awards have been instituted to recognize the brilliance of the
students across India as well as the quality of education & guidance imparted by the schools
they study in. The inception of these awards dates back to 2004-05.

STUDNTS LEARNING UNDER SCHOLARSHIP

34
 SWOT ANALYSIS:
Strengths:

Very high market share in ice cream –Amul has the top market share in ice cream segment
which further helps it push other products into the market.

Excellent brand equity – Amul is a beloved brand over the years and the contribution of amul
girl and her outdoor ads should specifically be mentioned here.

Excellent quality management – even though amul has such a wide and large distribution
network, hardly any quality complaints come for amul.

Strong distribution network – This is one company which is strong in urban as well as rural
distribution. You will find amul present even in small towns and villages.

Good product portfolio –Amul had a deep product portfolio when compared to any fmcg
company. It has many different variety of milk milk based food items like cheese, butter, milk,
buttermilk, lassi and many others. In ice creams too, amul has a large variety of flavours

Strong Supply chain – Vendors love Amul and amul is known for the white revolution in India.

Rural presence – Strong rural presence of Amul is its plus point. It is mentioned here separately
because this rural presence gives amul a strong competitive advantage.

Weaknesses:

Cost of Operations – Amul’s operation is huge. And so is the cost. Plus the sector is such that
maintaining margins becomes difficult day by day. Thus, to face international players, Amul
needs to maintain the operations in the same manner it is carrying out today. It is not a weakness
but rather a constant challenge for Amul. In fact, during summers, the brand faces severe
shortage of supply.

35
Chocolates –Amuls expansion to chocolate has failed and hardly any product of Amul
chocolates is selling in the market. Amul needs further products to expand its product line and
increase bottomline.

Opportunities:

Export –Amul can export its product to other countries thereby increasing its turnover and
margins exponentially.

Concentrate more on chocolate market –Amul has a no advertisement policy which creates a
problem for its foray into additional products. Amul should in fact have separate SBU’s and
concentrate more on increasing its product line through chocolates or other such products.

Threats:

Increasing competition in Ice cream segment – Many players, local and international, are
entering the ice cream market thereby taking away share of wallet from Amul. Kwality walls,
Naturals, London dairy, Havmor, Arun ice cream, Vadilal, Ramani, are some of the few brands
who are directly in competition with Amul.

36
Hindustan Coca-cola Pvt Ltd

37
 DETAILS OF THE VISIT:

 DATE OF THE VISIT : 10 JANUARY

 TIME OF THE VISIT : 9:25 AM
 PLACE : AHMEDABAD

INSTRUCTIONS GIVEN DURING THE VISIT:

1. MAINTANING DISCIPLINE.
2. MAINTANING CLEANLINESS.
3. FOLLOWING ALL SAFETY MEAUSERS WHILE VISITING THE PLANT.
4. NO SACKS & CELL PHONES ALLOWED.
5. NO CLICKING PICTURES.

38
 ABOUT COCA-COLA

The Coca-Cola Company, which is headquartered in Atlanta, Georgia, is an

American multinational beverage corporation, and manufacturer, retailer, and marketer of
nonalcoholic beverage concentrates and syrups.] The company is best known for its flagship
product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia.
The Coca-Cola formula and brand were bought in 1889 by Asa Griggs Candler (December 30,
1851 – March 12, 1929), who incorporated The Coca-Cola Company in 1892.

The company has operated a franchised distribution system since 1889, wherein
The Coca-Cola Company only produces syrup concentrate, which is then sold to various bottles
throughout the world who hold exclusive territories. The Coca-Cola Company owns its anchor
bottler in North America, Coca-Cola Refreshments.

The company's stock is listed on the NYSE (NYSE: KO) and is part of DJIA, the
S&P 500 index, the Russell 1000 Index, and the Russell 1000 Growth Stock Index. As of 2015,
its chairman and its CEO is Muhtar Kent. In December 2016, it was announced that James
Quincey, the chief operating officer would replace Kent as CEO.

Coca-cola Headcourter

39
 VISION, MISSION & AWARDS

VISION:

 Our vision guides every aspect of our business by describing what we need to accomplish
in order to continue achieving sustainable, quality growth.
 To make every Indians first choice of refreshment available by easy reach.

Mission:

Our roadmap starts with our mission. Which is enduring. It declares our purpose as a company
and services as the students against which we weigh our action and decision.

 To refers the world

 To inspire moment of optimism
 To create value and make a difference

Awards:

 2014 U.N. Women’s Empowerment Principles Leadership Award

 2014 Award for Corporate Excellence (Secretary of State)
 2014 Industry Champion of the Year Award (Sustainable Bio Award)
 2014 Best Global Initiative for Women’s Economic Empowerment (5by20 program)

40
 HISTORY OF THE COCA-COLA
In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta,
Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his
backyard. The name was a suggestion given by John Pemberton's bookkeeper Frank Robinson.

Founder John Pemberton

Birth of Coca Cola

Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted "Coca
Cola" into the flowing letters which has become the famous logo of today.

The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on
May 8, 1886.

0About nine servings of the soft drink were sold each day. Sales for that first year added up to a
total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the
first year of sales were a loss.

41
Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the
caffeine-rich kola nut.

In 1887, another Atlanta pharmacist and businessman, As a Candler bought the formula for Coca
Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of
America's most popular fountain drinks, largely due to Candler's aggressive marketing of the
product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by
over 4000% between 1890 and 1900.

Advertising was an important factor in John Pemberton and Asa Candler's success and by the
turn of the century, the drink was sold across the United States and Canada. Around the same
time, the company began selling syrup to independent bottling companies licensed to sell to
drink. Even today, the US soft drink industry is organized on this principle.

42
 ORGANISTION STRUCTURE

CEO

G.M

Marketing Dept. Accounting Dept. Shipping Dept

Factory Manger

Marketing manager Production Manger

Quality Manger Mechanical Manger

Sales Manager o/s Sales Manager (Base)

Sales officer Sales officer Shipping Manager

Sales Supervisor Sales Supervisor

Shipping officer Shipping

Sales Man Sales Man

Personal Manager
Distribution officer

43
 PLANT LAYOUT

Washing and
Ingredients DEPT Rinsing

+ Mixing and
Blending
++
Labeling & Filling
Capping +
coding

Canteen

Inspection Packaging

Distribution to Agents +Warehousing & Delivery

44
Ingredient delivery:-

Sweetener, secret formula, CO2 formula, water, material

Washing and Rinsing:-

Washing, rinsing, sanitization, hydro-wash

Mixing and Blending:-

H2O and sugar, secret formula, H2O and syrup, CO2 adding

Filling:-

Once all the ingredients are mixed and blended and bottles have been cleaned and sanitized,
everything is ready to start filling.

Capping:-

Once filled, bottles are then capped. Coke uses different caps for different bottles. Glass bottles
are topped with metal cap and pet bottles are caped with plastic screw top.

Labeling and coding:-

After capping then they move on to labeling. A special machine dispenses labels from the large
rollers, cuts them and place on the bottles.

The bottle is now ready to be coded. Each one of the coke’s beverages is marked with a special
code that indicates specific information about it. These codes identify the date, time, batch,
numbers, and the MRP.

45
Inspection:-

Coca-cola inspects the bottles at many points during the process. With the refillable bottles ,
when they are first brought in to the plant. They are washed and again after they are filled the
inspection is done.

Packaging:-

Final inspection is done and after that. And after that the lots are prepared and they are packed
accordingly.

Delivery:-

Maintenance of beverages and they are bounded with the delivery of the batch on time.

46
Location of coca-cola in India:

47
 Products Profile:

Coca-cola:

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the most
recognizable brands in the world.
Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a
fountain beverage at Jacob's Pharmacy by mixing Coca-Cola syrup with carbonated water.
In 1899, The Coca-Cola Company began franchised bottling operations in the United States and
in 1906 bottling operations for Coca-Cola began to expand internationally.

Sprite :

Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in
more than 190 countries and ranks as the No. 3 soft drink worldwide.

48
Fanta:

Introduced in 1940, Fanta is the second oldest brand of The Coca-Cola Company and our second
largest brand outside the US. Fanta Orange is the leading flavor but almost every fruit grown is
available as a Fanta flavor somewhere.

Diet Coke:

Diet Coke, also known as Coca-Cola light in some markets, is a sugar- and calorie-free soft drink. It was
first introduced in the United States on August 9, 1982, as the first new brand since 1886 to use the
Coca-Cola

Coca-cola Zero:

Coke Zero was Coca-Cola's largest product launch in 22 years and launched in 2005, reaching
billion-dollar status in 2007. Coca-Cola Zero offers great Coke taste, uplifting refreshment and
zero sugar.

49
Maaza:

Maaza is a Coca-Cola fruit drink brand originated in India and marketed in Middle East, Africa, Eastern
Europe and Asia, the most popular drink being the mango variety, so much that over the years, the
Maaza brand has become synonymous with Mango.

Limca:

Limca is a lemon and lime flavoured carbonated soft drink made primarily in India and certain
parts of the U.S. It contains 60 calories per 150ml can. The formula does not include fruit,
relying instead on artificial flavors.

Kinley:

Kinley is a brand of still or carbonated water owned by The Coca-Cola Company and sold in many large
European and Asian countries. Its carbonated forms are used for mixers, and also available in a variety
of fruit flavors.

50
 Raw materials

Water Sweeter

Carbon-di- oxide Fruits

Plastic/Glasses
And Bottles

51
In addition to concentrates, sweeteners, juices, and finished product, we purchase carbon
dioxide, PET preforms, glass and plastic bottles, cans, closures, such as plastic bags in cardboard
boxes — and other packaging materials. We generally purchase our raw materials, other than
concentrates, syrups, mineral waters, and sweeteners, from multiple suppliers. The beverage
agreements with The Coca-Cola Company provide that all authorized containers, closures, cases,
cartons and other packages, and labels for the products of The Coca-Cola Company must be
purchased from manufacturers approved by The Coca-Cola Company.

52
 Manufacturing process

Clarifying The Water Filtering

sh

Mixing of Ingredients Sterilizing

Carbonating The Filling And Packing

Beverages

53
Most soft drinks are made a local bottling and canning companies. Brand name franchise
companies grant licenses to bottlers to mix the soft drinks in strict accordance to their secret
formulas and their required manufacturing procedures.

Clarifying the water:

 1 The quality of water is crucial to the success of a soft drink. Impurities, such as
suspended particles, organic matter, and bacteria, may degrade taste and color. They are
generally removed through the traditional process of a series of coagulation, filtration,
and chlorination. Coagulation involves mixing a gelatinous precipitate, or floc (ferric
sulphate or aluminum sulphate), into the water. The floc absorbs suspended particles,
making them larger and more easily trapped by filters. During the clarification process,
alkalinity must be adjusted with an addition of lime to reach the desired pH level.

Filtering, sterilizing, and dechlorinating the water:

 2 The clarified water is poured through a sand filter to remove fine particles of flow. The
water passes through a layer of sand and courser beds of gravel to capture the particles.
 3 Sterilization is necessary to destroy bacteria and organic compounds that might spoil
the water's taste or color. The water is pumped into a storage tank and is dosed with a
small amount of free chlorine. The chlorinated water remains in the storage tank for
about two hours until the reaction is complete.
 4 Next, an activated carbon filter dechlorinates the water and removes residual organic
matter, much like the sand filter. A vacuum pump de-aerates the water before it passes
into a dosing station.

Mixing the ingredients :

 5 The dissolved sugar and flavor concentrates are pumped into the dosing station in a
predetermined sequence according to their compatibility. The ingredients are conveyed
into batch tanks where they are carefully mixed; too much agitation can cause unwanted
aeration. The syrup may be sterilized while in the tanks, using ultraviolet radiation or

54
 flash pasteurization, which involves quickly heating and cooling the mixture. Fruit based
syrups generally must be pasteurized.
 6 The water and syrup are carefully combined by sophisticated machines, called
proportioners, which regulate the flow rates and ratios of the liquids. The vessels are
pressurized with carbon dioxide to prevent aeration of the mixture.

Carbonating the beverage:

 7 Carbonation is generally added to the finished product, though it may be mixed into the
water at an earlier stage. The temperature of the liquid must be carefully controlled since
carbon dioxide solubility increases as the liquid temperature decreases. Many carbonators
are equipped with their own cooling systems. The amount of carbon dioxide pressure
used depends on the type of soft drink. For instance, fruit drinks require far less
carbonation than mixer drinks, such as tonics, which are meant to be diluted with other
liquids. The beverage is slightly over-pressured with carbon dioxide to facilitate the
movement into storage tanks and ultimately to the filler machine.

Filling and packaging:

 8 The finished product is transferred into bottles or cans at extremely high flow rates. The
containers are immediately sealed with pressure-resistant closures, either tinplate or steel
crowns with corrugated edges, twist offs, or pull tabs.
 9 Because soft drinks are generally cooled during the manufacturing process, they must
be brought to room temperature before labeling to prevent condensation from ruining the
labels. This is usually achieved by spraying the containers with warm water and drying
them. Labels are then affixed to bottles to provide information about the brand,
ingredients, shelf life, and safe use of the product. Most labels are made of paper though
some are made of a plastic film. Cans are generally pre-printed with product information
before the filling stage.
 10 Finally, containers are packed into cartons or trays which are then shipped in larger
pallets or crates to distributors.

55
 Distribution Channel

Suppliers
Distibution

Wholesaler

Retailers

Consumer

While it is generally perceived that Coca-Cola runs all its operations globally it, this process it
done through various local channels. The Company manufactures and sells concentrates,
beverage bases and syrups to bottling operators. It still however, owns the brand and is
responsible for consumer brand marketing initiative. The bottling partners manufacture, package
and distribute the final branded beverages to customers and vending partners, who then sell
products to consumers.

All bottling partners work closely with suppliers- grocery stores, restaurants, convenience stores,
amongst many others- to execute localized strategies developed in partnership with Coca-Cola.
More precisely, although Coca-Cola is a global company, its products never have to travel far to

56
reach the final consumer, making the product more local than you may think, the product is made
local to the market where it is sold.

Their business is a local business, typically products aren’t shipped more than a few hundred
miles; it’s all about being responsive to the customers needs and the local tastes of the consumers
in every market. The Coca-Cola Company sells its products to bottling and canning operations,
distributers, fountain wholesalers and some fountain retailers. They then distribute them to retail
outlets, corner stores, restaurants, petrol stations and many more.

Arrays of points of sales that Coca-Cola products can roughly be categorized into are:

 Wholesalers
 distributers
 Retail/ corner stores/ super markets
 Restaurants/ cafes/ night clubs
 Petrol stations

57
 Marketing strategy of Coca cola
Coca Cola is world’s leading soft drink maker and operates in more than 200 countries around
the world. It sells a variety of sparkling and still beverages. It generates 60% of its revenue and
about 80% of its operating profit from outside the United States. It has strong brand recognition
across the globe. According to business insider, approximately 94% of the world population is
aware of the red & white logo of Coca Cola.

Segmentation, targeting, positioning in the Marketing strategy of

Coca Cola

Segmentation helps the brand to define the appropriate products for specific customer group;
Coca Cola doesn’t target a specific segment but adapts its marketing strategy by developing new
products. Similarly it uses mix of undifferentiated & niche targeting strategies in order to drive
sales in the competitive market. Its product Cola is popular worldwide & is liked by people of all
age group while the diet coke targets niche segment for people who are more health conscious.
Coca Cola uses competitive positioning strategy to be way ahead of its competitors in the Non-
alcoholic beverages market.

58
Brand equity in the Marketing strategy of Coca Cola:

Coca Cola is the one brand which is recognized by everyone around the globe. When we talk
about brand equity then it is its value & it’s about stories, memories, associations, and human
connections (although of course, these connections would have been very carefully and
deliberately engineered by talented marketers over many years and countless board meetings).
This is something that Coca-Cola has been the master of for over 100 years. This equity is
derived from people’s willingness to pay a premium for the brand and an unwillingness to accept
substitutes. Coca-Cola’s marketing strategy has always been to associate happiness, positivity
and the good life with their products, & that’s how they are able to create high TOMA (Top of
mind awareness).

Competitive analysis in the Marketing strategy of Coca Cola :

Big Giants in the Non-alcoholic beverages segment have similar strategy & objectives which
means innovation & creative marketing campaigns can help the companies to differentiate from
each other. Competition from the local players is the other major issue that company is facing
now days. Pepsi is the single largest main competitor of Coca-Cola having products across the
segments.

Market analysis in the Marketing strategy of Coca Cola:

Non-alcoholic beverages market is ever-growing industry & with the advent of growing Asian
markets & developing nations the consumption will be higher also due to the changing lifestyle,
economic conditions & changing buying habits. In this industry customer have got lots of
options ranging from water to tea/coffee to soft drinks, so chances of customer switching to
another brand is high. The only way to differentiate products & retain customers is the strong
brand building, and creating pull in the market.

Customer analysis in the Marketing strategy of Coca Cola:

Coca cola targets a mass marketing. And the customer expectation is low price, great taste,
convenience & accessibility and various options to choose from.

59
 Quality Management System

It is very important that each product that Coca Cola produces is of a high quality standard to
ensure that each product is exactly the same. This is important as the company wants to meet
with customer requirements and expectations. With the brand having such a global presence, it is
vital that these checks are continually consistent. The standardized bottle of Coca Cola has
elements that need to be checked whilst on the production line to make sure that a high quality is
being met. The most common checks include ingredients, packaging and distribution. Much of
the testing being taken place is during the production process, as machines and a small team of
employees monitor progress. It is the responsibility of all of Coca Colas staff to check quality
from hygiene operators to product and packaging quality. This shows that these constant checks
require staff to be on the lookout for problems and take responsibility for this, to ensure
maintained quality.

Coca-cola uses inspection throughout its production process, especially in the testing of the
Coca-Cola formula to ensure that each product meets specific requirements (Coca-Cola, 2011).
Inspection is normally referred to as the sampling of a product after production in order to take
corrective action to maintain the quality of products (Summers, 2009). Coca-Cola has
incorporated this method into their organizational structure as it has the ability of eliminating
mistakes and maintaining high quality standards, thus reducing the chance of product recall. It is
also easy to implement and is cost effective.

Coca-cola uses both Quality Control (QC) and Quality Assurance (QA) throughout its
production process. QC mainly focuses on the production line itself, whereas QA focuses on its
entire operations process and related functions, addressing potential problems very quickly
(Summers, 2009). In QC and QA, state of the art computers check all aspects of the production
process, maintaining consistency and quality by checking the consistency of the formula, the
creation of the bottle (blowing), fill levels of each bottle, labeling of each bottle, overall
increasing the speed of production and quality checks, which ensures that product demands are
met (Muirhead, B. 2011). QC and QA help reduce the risk of defective products reaching a
customer; problems are found and resolved in the production process (Summers, 2009), for
example, bottles that are considered to be defective are placed in a waiting area for inspection

60
(Muirhead, B. 2011). QA also focuses on the quality of supplied goods to Coca-cola, for
example sugar, which is supplied by Tate and Lyle. Coca-cola informs that they have never had a
problem with their suppliers (Moorhead, B. 2011). QA can also involve the training of staff
ensuring that employees understand how to operate machinery. Coca-Cola ensures that all
members of staff receive training prior to their employment, so that employees can operate
machinery efficiently. Machinery is also under constant maintenance, which requires highly
skilled engineers to fix problems, and help Coca-cola maintain high outputs.

Every bottle is also checked that it is at the correct fill level and has the correct label. This is
done by a computer which every bottle passes through during the production process. Any faulty
products are taken off the main production line. Should the quality control measures find any
errors, the production line is frozen up to the last good check that was made. The Coca Cola
bottling plant also checks the utilization level of each production line using a scorecard system.
This shows the percentage of the line that is being utilized and allows managers to increase the
production levels of a line if necessary (Muirhead, B. 2011).

Coca-Cola also uses Total Quality Management (TQM), which involves the management of
quality at every level of the organization, including; suppliers, production, customers etc
(Summers, 2009). This allows Coca-cola to retain/regain competitiveness to achieve increased
customer satisfaction Hradesky, J. (1992). Coca-cola uses this method to continuously improve
the quality of their products. Teamwork is very important and Coca-cola ensures that every
member of staff is involved in the production process, meaning that each employee understands
their job/roles, thus improving morale and motivation, overall increasing productivity (Summers,
2009). TQM practices can also increase customer involvement as many organizations, including
Coca-Cola relish the opportunity to receive feedback and information from their consumers.
Overall, reducing waste and costs, provides Coca-cola with a competitive advantage (Muirhead,
B. 2011)

61
 CSR Activity
Promotion of Education:-

‘Support My School’ (“SMS”) campaign, aimed at revitalizing schools by providing them with
adequate sanitation and basic amenities like toilets and other facilities, especially for the girl
child.

Better Waste Management System:-

”Doh Bin” - aimed at sensitizing residents and increasing their involvement to bring about a
better waste management system through the simple act of segregating wet and dry waste in
homes, offices, etc.

Employment and livelihood enhancing vocation skills for differently abled people:-

The ‘VEER’ campaign being undertaken by CCIPL in partnership with CNN IBN and the
“Being Human Foundation” along with American India Foundation (“AIF”), aimed at reaching
out to the differently abled people across India and giving them a voice and an opportunity to
fulfill their own ambition and for enhancement of their livelihood;

Employment enhancing vocation skills: ‘Parivartan’ training program for retailers:

‘Parivartan4’ training program conducted by CCIPL for retailers (including women retailers),
aimed at and focused on enhancing vocation skills.

Protection of Flora and Fauna:

CCIPL’s initiative in supporting the conversion of a dumping ground for waste into a dedicated
repository for the original flora and fauna of the Aravalis- the “Aravali Biodiversity Park” in
Gurgon;

Multi Stakeholder Project on Water:-

Owing to the centrality of water to the country and to CCIPL, CCIPL proposes to take a
leadership position in the water sector at the national level and contribute to the larger solutions
the country is facing on addressing water availability, access, quality and affordability of water.

62
 SWOT Analysis

Strengths:

 Coke company has a good market reputation and a strong distribution network.
 Coke is having a multi brand strategy ad is looking for a great volume opportunity in
India.
 Coke is presently no. 1 player in India carbonated soft drinks market.
 Coke have good brand image.

Weakness:

 Coke has less no. of retailers.

 Less force –it has less no. have owned bottling plant.
 It has not planned foe setting up of any new plants where their compititor has planned to
set up several new plants.

Opportunity:

 It can take the market very well with the new investment of Rs. 2400 corers.
 It can give a big jerk to its major competitor pepsi it can increases its number of fountain
to a sizable amount.
 Increaseing trend of cold drink of different brands.

Threats:

 It has continous Threats from pepsi as well as other local soft drinks.
 Large amount of expenses on the advertisement.
 There is no proper policy of distributing the mershandising assets of the comoany to the
retaillers.
 The company should search the new target market to expand the market share.
 To meet the demand of the coustomers the company should set up the new plants as its
competitors are planning to set up.

63
64
 DETAILS OF INDUSTRIAL VISIT:-

DATE:-10 JANUARY

TIME:-3.00pm

PLACE:- NAROL OCTROI NAKA NH-8 ,AHEMDABAD.

GUIDE NAME:-

COMPANY NAME:-JINDAL TEXTILE LIMITED.

INSTRUCTIONS GIVEN DURING THE VISIT:-

1. MAINTANING DISCIPLINE.
2. FOLLOWING ALL SAFETY MEAUSERS WHILE VISITING THE PLANT.
3. PHOTOGRAPY PROHIBITED.
4. NOT TO TOUCH ANY MACHINE.

65
 ABOUT THE COMPANY

Jindal Worldwide Limited was incorporated under the Indian Companies Act 1956 and went public in
1995 and issued capital of 50130100 divided into 5013010 equity shares of 10 each. The company is
listed on Ahmedabad & Mumbai stock exchange. The objective behind establishing the Jindal
Worldwide was to enable the company as market leader in Home Textile and Readymade Garment
Exports domain. Since the Inception the Jindal Team delivered best services products and Services to the
clients and successfully managed to achieve highest customer satisfaction in Domestic as well
International Market. The Company’s registered office is situated at “Suryarath” 1st Floor, Panchvati
First lane, Ambawadi, Ahmedabad and having branch offices at cities like Delhi and Mumbai. The
Company is a Govt. recognized trading house with an average annual export turnover of 2068.12 Lacs as
on 31.3.2004. The company achieved ISO 9001:2000 Certification as a mark of its Quality assurance and
commitment to highest customer satisfaction.

MANAGEMENT
Dr. Y. A. Agrawal is the Chairman and key founder of the Jindal group of companies. He has always
taken the initiative of adopting new technologies and exploring new areas in the changing global
scenarios. His experience with business management of more than 2 years, enabled company to be a
Market Leader.His visions and his principles lay the foundation for the group and the company. He is on
the panel of various leading business organizations. His name was recently added to the top achievers in
Gujarat. He has been elected as the President of Ahmedabad Textiles Processor’s Association.

Rajesh Jain, B.E. Electronics and having his Masters in International Business from IIFT, Delhi has
proved himself to be a promising performer of the company. His experience in this industry since past 16
years enabled him to have the right attitude and perception for visualizing the company performance. He
has been instrumental in visualizing the growth of the company and is the architect.

Mr. Amit Agrawal is the Vice Chairman of the company.He achieved his Masters in Business
Administration (MBA) from University of Pittsburg and had worked for 5 years in the Marketing
Domain before joining company . He has been involved in various projects for product

66
conceptualization, Market research, and conjoint analysis and Brand perception & positioning. He is an
active member of various reputed committees. He Helps in formulating the company’s sales and
marketing strategy and overseas its implementation.

Mission
Jindal is the strong team of more than 3000 people, putting their best efforts and keeping the company a
global leader in the Textile domain. Here at Jindal, we respect the Diversity of the employees and believe
in providing equal opportunities to everyone on the board. Being a Textile company we under the
importance of the changing scenarios and we offer our employees with corporate training workshops and
seminars to help them keeping updated with the latest trends and companied future prospective. We
provide higher safety standards for the people working on board to ensure them working happily. Strict
working hours and corporate policies as per the Government of India’s Labor laws makes Jindal a good
choice for people to work. We offer best Compensation and Benefits to our employee’s keeps them
motivated to provide higher performance to the companies.

Vision
Jindal has a vision of long-term productivity with how the Textile can be made and distributed with a
unique touch of Design and Innovation based upon the people lifestyle and taste. Each new product is
made a revolution by Jindal Team and the Channel Partners. The integrated production, Designing,
weaving and processing house made capable to compete and complete the Global demand of Textile
Needs. Jindal team prepared for next generation high range of products and improving quality standards
to ensure the highest Customer Satisfaction and to Attain Leadership in all facets of Operations. Jindal’s
vision is designed for meeting the Global Standards of Cost, Quality and Pricing and maximizing profit
and shareholders wealth.

Award & Achievements

Jindal has achieved ISO 9001:2000 Certification which proves the company as right textile company in
the domain. Jindal Worldwide Ltd.

67
 HISTORY OF COMPANY

Jindal Worldwide was incorporated under the Indian Companies Act 1956 and went public in 1995. The
company has issued capital of Rs 50130100 divided into 5013010 equity shares of 10 each. The company
is listed on the Ahmedabad and Bombay stock exchanges. The main objective of the company is
establishing itself as a market leader in the field of home textiles and readymade garment exports by
rendering efficient and effective services and total customer satisfaction. The company is a government
recognized trading house with an average annual export turnover of Rs 2068.12 lakh as on March 31,
2004. As a mark of quality assurance and commitment to total customer satisfaction, the company has
been awarded the ISO 9001:2000 certification. Established in 1976, Jindal began fabric trading and
steadily expanded into weaving, processing and home textiles. The company went public in 1995 and
since then continued to increase scale and range of its operations. Today, Jindal has dedicated workforce
of around 3000 people and is making its presence globally. The group has diversified into various
activities such as textiles, chemicals, financial services and trading. The group demonstrates its ability to
manage well diversified businesses using professional management and financial acumen have resulted
the group enjoying fine reputation in the market.

Being the topmost manufacturer & exporters of India, Jindal fine textile products represent delightful
blend of century old traditions of the east and the latest textile technology of the west. Since its
establishment, it has achieved both domestic and international recognition. Some of the world leading
brands and home furnishing importers rely on the company to give them the quality edge. The group is a
government Recognized Export House having one of the largest manufacturing & stitching capacity in
Bedlinens in India The Textiles promotion Council has bestowed this group company with a number of
awards for excellence in exports.
Jindal Worldwide is also recognized as one of the largest manufacturer exporters of dyes & intermediates
from India. Being among top three of H–acid in India, the company today works with major buyers and
across the globe such BASF, Hoechst, Crompton & Knowles apart from leading colour manufacturers in
the Far East, Europe and Latin America. The company has won many laurels from apex industry bodies
like Gujarat Dyestuffs manufactures Association as well as NIRI, which was acknowledged it as one of
the Quality Exporters of Dyes & Intermediates.

68
 ORGANIZATION STRUCTURE

Mr. DL Patel
(Facilitator)

Mr. Jignesh Shah

(Co-ordinator)

Mr. Shayam Pareek

(D.Y Co-ordinator)

Mr. Ram Kumar Mr. Navin Patel Mr. Jayendra Mr. Chintan Shah Mr. Riyaz Vohra
(Admin.) (Spinning) Chauhan (RMS) (Weaving 92) (ETP)

Mr. Bharat Vora Mr. Mihir Trivedi Mr. Dhanraj A. Mr. Manoj Singh Mr. Gaurav Sharma
(QA Lab) (Dispatch) (Purchase) (Finishing) (IT)

Mr. Pragnesh Mr. Hitesh Parmar Mr. Pradeep Mr. Devang C. Mr. H Contractor
(IDR & Wrapping) (Weaving 176) (Engineering) Pathak (Boiler) (Texturizing)

Mr. Gajraj Sharma Mr. Vinod Vania Mr.Sitaram

(Inspection) (PPC & Dev.) (Waste)

69
 PLANT LAYOUT OF THE COMPANY

Winding Machine Sewing M/C

Sewing M/C
Assembly Table
Winding Machine Sewing M/C
Cutting M/C

Continuous Dyeing Warping M/C

Machine

High Speed High Speed High

Setting Machine Loom Weaving Speed
Loom Weaving
Loom

 It is a grouping of equipment & operation in faculty for the greatest degree of efficiency.

 Plant layout is the overall arrangement of the machine tool, handling & equipments,
Storeroom & other various accessories.

 Required for facilitating production in the factory. These arrange are preplanned with the results
that the building has been constructed to fit a layout of a process.

70
 PRODUCT PROFILE

1. Bedlinens – Jindal Worldwide offers value–added bedlinens with all short of fancy confections like
embroidery, embellishments which are then packed as per the buyer specifications for retail outlets. The
range of Bed linen includes Quilt Covers / Duvet Covers Flat and Fitted Sheets Pillow Covers
Valance Sheets Bolster Case

2. Curtains – Jindal range of curtains covers range of window–fashion series including panels, scarves,
Tiers, Valances and Jabots in various design & colours. It offers a variety in terms of fabric like:
Sheers Jacquard, Voil, Organdy, Canvass, Satins

3. Table linen – The company's new focus is on table linen and kitchen linen business which is
increasing demand and a fashion trend in Europe and US markets.
It is now developing exclusive fashions and exquisite prints to bring fashion in this segment. Jindal is
developing the entire range right from :
Tablecloth, Placemats, Napkins, Runners, Breadbasket , Kitchen towels, Aprons, Potholders Gloves

4. Fabric

 Clientele
 Walmart
 Matex
 Metro
 Westpoint
 Stevens
 Disnep
 Zellers Springs

71
 Products

Denim Bottom Weight Fabric Shirting Fabric

Yarn Dyed Fabric Bed Sheets

72
 RAW MATERIAL USED & SUPPLIERS

Textile Raw Material:

Raw material is a unique substance in any production oriented textile industry. It plays a vital role in
continuous production and for high quality fabric.

Textile raw materials are selected as per the manufacturing policy of the company i.e. whether a
composite mill or only a spinning, weaving or dyeing /finishing

Types of Textile Raw Material:

1) Fiber
2) Fabric
3) Dye stuff
4) Chemical and auxiliaries

Fiber:
Nature presents a large variety of fibers. Beside this it is possible today to produce a number of different kinds of
manmade fibers but only a relatively small amount of this is actually used in textile industry.

Jute fiber

73
Fiber is a matter which includes flexibility, fineness and a high ratio of length to thickness . It is
necessary at least length to diameter ratio is 1000 to consider a fiber.
Some additional characteristics are the required for textile fibers, such as stability at high temperature, a
certain minimum strength & extensibility.

Name and Source:

1. Cotton
2. Silk
3. Jute
4. Wool
5. Polyester
6. Nylon
7. Spandex
8. Flax
9. Acrylic

Fabric:
Fabric is a planar textile structure produces by interlacing yarns, fibers, or filaments. It may be woven,
knitted and nonwoven.

Name and Source:

1. 100 % Cotton fabric

2. CVC fabric
3. PC fabric
4. 2*2 Lycra rib fabric
5. Lycra single jersey fabric
6. Viscose Lycra
7. Double lacoste
8. Plain Interlock
9. 100% Polyester fabric

74
 Dyes
A dye is a colored substance that has an affinity to the substrate to which it is being applied. The dye is
generally applied in an aqueous solution, and requires a mordant to improve the fastness of the dye on the
fiber.

The following dyes are used:

1. Reactive dye
2. Disperse dye
3. Acid dye
4. Basic dye
5. Direct dye
6. Sulfur dye
7. Azoic dye
8. Vat dye
Chemical and Auxiliaries:Dyeing auxiliaries mean a chemical or formulated chemical product
which enables a processing operation in preparation, dyeing, printing or finishing to be carried out more
effectively, or which is essential if a given effect is to be obtained.

1. Sequestering agent.
2. Lubricants / Anticreasant.
3. Pretreatment Chemicals
4. Leveling and Dispersing Agent.
5. Sewuestering, Dispersing and Leveling Agent for Reactive dyeing.
6. Antifoam.
7. PH Control and buffer system.
8. Desiring Agent
9. Yarn Lubricant
10. Mercerising agent
11. Dyefixing agent
12. Optical Brightener.

75
 Suppliers Names

Blue Tide Exports Pvt. Ltd.

301, Arihant Park, Near Ravidarshan Apartment, City Light Surat, Gujarat - 031652, India.

Sangam Synthetics

277 Shop No, 8 The Lane Mangaldas Market, Maharashtra - 400002, India.

Arise Trading

A/1, C.l. Park, Delhi , India

76
 MANUFACTURING PROCESS FLOW CHART

Flow Chart of Spinning

Blowroom
↓
Carding
↓
Drawing
↓
Combing
↓
Drawing
↓
Roving Manufacturing
↓
Ring Spinning

 Spinning

Carding is done to remove any foreign matter and the short fibers so that
cotton takes the form of a web which is then converted into a rope-like form,
the sliver. Then drawing process produces a single, uniform sliver from a
number of carded slivers.

77
 Flow Chart of Weaving

Yarn from spinning section

↓
Doubling and Twisting
↓
Winding
↓
Creeling
↓
Warping
↓
Sizing
↓
Winding on weavers beam
↓
Weaving

 Weaving
The weaving process interlaces the warp, which are the length-wise
indigo dyed yarn and the filling, which are the natural-colored cross-
wise yarn. The warp thread is in the form of sheet.

78
 Flow Chart of Dyeing
Inspection of grey cloth

Stitching
↓
Cropping
↓
Brushing
↓
Singeing
↓
Desizing
↓
Scouring
↓
Bleaching
↓
Souring
↓
Washing
↓
Drying
↓
Mercerizing
↓
Dyeing
↓
Aftertreatment
↓
Finishing
↓
Inspection
↓
Packing
↓
Baling

79
 Warp Preparation - Dyeing and Sizing Processes
Warp yarns are indigo dyed and sized with the help of two methods. Threads
from several back beams are combined to form a warp sheet and dyed and sized
on the same machine. Threads, about 350-400 in number are formed into ropes.
12-14 ropes run adjacent to each other through the continuous dyeing unit. After
dyeing, the ropes are dried on drying cylinders and then collected in a can.

 Finishing
The final woven fabric, wound on a cloth roll, is taken out from weaving
machines at particular intervals and checked on inspection machines so that any
possible weaving fault can be detected.

80
 DISTRIBUTION CHANNELS

Own stores

Exports Retai lers

Direct exports Distribution

Overseas buying office Di scount stores

Distributors

Multi-brand outlets Factory outlets

Distribution Channel:
 For any industry it is very essential to have a cost effective and efficient distribution channel that
adds value into whole value chain. Effective Distribution channel and Integrated Supply Chain
Management help in growth of industry and make it more competitive. India has large and
diversified Textile Industry with different segments and sectors; therefore it has fragmented Sales
and Distribution Network.

81
RETAIL OUTLETS DISTRIBUTION CHANNEL
BEANDED CLOTHING

Branded Clothing Warehouse

Distributer – Metro City or

Distributor for rest of the state

Retail outlets across the city

82
 QUALITY MANAGEMENT

Jindal Worldwide is the leader in Indian Textile Industries and is operating in Indian contingent as well
as having its international collaboration and clients in north and South America to Europe, Africa and
Middle-East Asia.
Started as a small venture during late 70’s Jindal grow to become a worldwide leader in textile market by
providing innovative and quality products each year and now is the part of Jindal Group of Companies.
The path of the Jindal success has been drawn by the 3000 people family who has enabled a small plant
to become a huge tree of having market cap of more than US$ 200 Million.
Jindal has delivered quality with Fair and Proved Business Policies and maintaining High Corporate and
Quality Standards.

83
 MARKETING STRATEGY

A marketing strategy serves as the base of a marketing plan. A marketing plan contains a list of specific
actions required to successfully implement a specific marketing strategy. An example of marketing
strategy is as follows: "Use a low cost product to attract consumers. Once our organization, via our low
cost product, has established a relationship with consumers, our organization will sell additional, higher-
margin products and services that enhance the consumer's interaction with the low-cost product or
service." Without a sound.
Marketing is the process of developing and communicating value to your prospects and customers.
Think about every step you take to sell service and manage your customers:
 Your knowledge of the market and your strategy to penetrate it
 The distribution channels you use to connect with your customers
 Your pricing strategy
 The messages you deliver to your market
 The look and feel of your marketing materials
 The experience you deliver to your market and customers
 The actions of your sales and service reps
 All of the planning, preparation, forecasting and measurement of your investments.

Marketing Objectives
In the garment industry, people start business for the provision of excellent quality dresses to their clients
at the very affordable rates. The new designs and styles are made in the dresses, which can make them
attractive and impressive. The fashion brands in the garment industry need to fulfill the requirements of
their clients, as they buy these garments in unique and different stitching styles.

Market Segmentation
The garment industry helps to provide the garments in different segments of the society. The brands
prepare the garments for all segments and most of the time; they hit upper class, upper middle class and
middle class. The garments are provided to their potential clients in unique styles, which can grab the
attention of the clients

84
Target Market
The garments are provided to the clients in all big cities and also in the towns, where middle and upper
middle class is present. Now people check the quality of fabric and they can buy such dresses according
to their own sizes and the brands can provide them at the reasonable rates. All big fashion shows are
conducted in big cities and the brands set up their outlets in the big cities but some garments are available
in all leading outlets of the city.

Product Differentiation and Positioning

In the garment industry, the eastern and western dresses are prepared for their customers. They check the
quality of garments and select the best one for them. The brands need to prepare garments for men,
women, baby boys and baby girls. Most of the garments are prepared according to the age of the kids as
there is great demand of the children to wear dresses in different sizes. The brands need to check
different markets and know their trends and such dresses are made available at fair prices but the
stitching process is difficult and costly, if you buy the fabric and get them stitched from the tailors.

Marketing Mix

Place
The brands know the placement of their garments, so they made their garments available in all big and
small fabric stores. The big stores have costly garments, which are surely made with good quality fabrics
and the dresses with low prices, are made from low quality fabrics and these are available at the small
stores.

Price
The brands have their own pricing strategy and they provide their garments at different prices. Some well
known and leading brands cost heavily, which is not affordable for the middle class customers but other
brands demand less price from their clients on their garments. In the price of the garments, the price of
fabric, tax charges and other allied charges are included.

85
Promotion
The big fashion brands use the advertisement to make their brand famous and popular and they also
made announcement for the promotion of the garments. They can also announce some incentives with
the sale of their garments, which can grab attention of its clients.

Marketing Strategy
When you make the marketing strategy in garment industry for the supply of garments, it is necessary
that you have enough knowledge of the market, so that you can penetrate in it. The brands should have
sustainable and excellent distribution channels, which can help to provide the garments to the clients in
short time. The company should make necessary measurements for making the investments in its market.
The company can also do the survey in the market, so that they can know the new marketing trends and
the designs of the dresses are varied from year to year.

86
 HEALTH & SAFETY CONSIDERATION RELATED TO THE
EMPLOYEES

The textile industry consists of a number of units engaged in spinning, weaving, dyeing, printing,
finishing and a number of other processes that are required to convert fibre into a finished fabric or
garment. There are several safety and health issues associated with the textile industry. This article aims
at studying each of these issues in relation to the US and Indian textile industries in detail, along with the
possible solutions for these problems.
The major safety and health issues in the textile industry can be stated as under:
1) Exposure to cotton dust
2) Exposure to chemicals
3) Exposure to noise
4) Ergonomic issues
Exposure to cotton dust: The workers engaged in the processing and spinning of cotton are exposed to
significant amounts of cotton dust. They are also exposed to particles of pesticides and soil. Exposure to
cotton dust and other particles leads to respiratory disorders among the textile workers. The fatal disease
of byssinosis, commonly known as brown lung, is caused among people working in the textile industry
on account of excessive exposure to cotton dust. The symptoms of this disease include tightening of the
chest, coughing, wheezing and shortness of breath.
Exposure to chemicals: Workers in the textile industry are also exposed to a number of chemicals,
especially those engaged in the activities of dyeing, printing and finishing. Chemicals based on
Benzedrine, optical brighteners, solvents and fixatives, crease-resistance agents releasing formaldehyde,
flame retardants that include organ phosphorus and organ bromine compounds and antimicrobial agents
are used in textile operations.
Exposure to noise: High levels of noise have been observed in most of the units engaged in textile
industry, particularly those in developing countries. In the long run, exposure to high noise levels has
been known to damage the eardrum and cause hearing loss. Other problems like fatigue, absenteeism,
annoyance, anxiety, reduction in efficiency, changes in pulse rate and blood pressure as well as sleep
disorders have also been noted on account of continuous exposure to noise. Lack of efficient
maintenance of machinery is one of the major reasons behind the noise pollution in a majority of units.

87
 CORPORATE SOCIAL RESPONSIBILITY

Jindal Worldwide is committed to the welfare of the society and for this we are engaged with many
social activities such as Donating to the NGO’s, Government Activities, Schools and Hospital and
following the government guidelines over Prevention of Child Labour, Inculcate awareness among all
employees, contractors and visitors regarding health, safety and environment. With our Green Initiative
we have outline Environment Guideline which we follow by:

 Prevention and control of land, air, water and noise pollution Conservation of natural resource.
 Enforcing ISO 9001: 2000 standards for our organization for Environment.
 Compliance with applicable environmental laws, rules and regulations.
 Developing green zones in and around our plants and offices.
 Reduction in waste generation and its proper disposal
 Providing safe and healthy environment at the workplace for employees and visitors.
 External reporting of our health, safety and environmental performance.

88
Our CSR VALUES:

Preserving Environment
 VSSL firmly believes that in order to ensure a prosperous tomorrow, it is indispensable to restore
and preserve the much critical ecological balance. Aligned with this understanding, we practice
every measure that can reduce the carbon footprints of our manufacturing facilities and offices.

Improving Communities
 As a company, we believe that improving the communities of the places in which we operate is
one of our core responsibilities. That explains our active participation in various social initiatives,
including the establishment of Sri Aurobindo Socio-Economic & Management.

89
 Research Institute.

Ensuring Safety

 Providing a safe work environment has always been a priority at Jindal. We believe in
progressing with evolving technologies in order to provide our workforce with ideal work
conditions that promote efficiency and productivity, with all prescribed safety measures in place.

Pioneering Values

 Setting new benchmarks is a way of life at Jindal. Valuing innovation and creativity, we are
always open to new suggestions and ideas that can augment our overall contribution as a
corporate citizen of the world, and help make the world a better place for one and al

90
 SWOT ANALYSIS

STRENGTH

 India’s strong base in raw materials

 Cotton dominates the industry
 Nearly 56% produced is made of cotton.
 India is the second largest player in the world cotton trade.

WEAKNESS

 Fragmented industry.
 Historical Regulations.
 Lower productivity and cost competitiveness.
 Technology obsolescence.

OPPORTUNITIES

 New Product Development.

 Stress on Product Development.
 New Specialized Fabric.
 Investing in design centers and sampling labs.
 Increased use of CAD to develop designing capabilities.
 Investing in trend forecasting.

THREATS
 Competition in domestic market.
 Ecological and Social awareness.
 Regional alliances.
 China.

91
HAVM O R IC E C REAM P VT . LTD

92
 DETAILS OF INDUSTRIAL VISIT:-

DATE:-11 JANUARY

TIME:-11:00am

PLACE:- ,AHEMDABAD.

GUIDE NAME:-

COMPANY NAME:-HAVMOR ICE-CREAM.

INSTRUCTIONS GIVEN DURING THE VISIT:-

5. MAINTANING DISCIPLINE.
6. FOLLOWING ALL SAFETY MEAUSERS WHILE VISITING THE PLANT.
7. PHOTOGRAPY PROHIBITED.
8. NOT TO TOUCH ANY MACHINE.

INTR OD UC TION

HAVM O R IC E C REAM:

This industry was established before our independence. HAVMOR is established

in Karachi in 1944. HAVMOR is very popular in Gujarat. It started 70 yrs. ago.

93
 The word HAVMOR is derived from two English words - Have More means have
it more. It is a partnership form of organization. It may be described as an
experiment successfully running from last 70 yrs. It represents the co -operation
of four groups interlined with each other.

 Milk producers
 Process of milk in factory for ice cream
 Marketers
 Consumers

Its rational is that a co-operative would he processed on its bottom-line, and

hence improve margins for growers and reduces costs for consumers. It fronts
and objectives were to see that there was enough milk for everyone in towns. It
is the largest fast food chain the whole country has been maintaining it.

MISSION

“Good, Truthful, Clean” Enterprising Ethos

Satish Chona, the founder of Havmor, began his enterprise half a century ago with a
simple guideline -- Achchai, Sachchai, Safai(Goodness, Truthfulness, and Cleanliness).

The succeeding generations at the helm of the company translated this axiom into a way
of life and business. Only the finest ingredients go into the making of Havmor Ice
Creams. The whole manufacturing process conforms to global standards of hygiene. And
the company’s trade practices are kept totally transparent.

94
 Based on new generation technology and in-house R&D, the company keeps formulating
new tastes at frequent intervals, and surprising its consumers. It has also diversified into
other food items, through a high profile Restaurant Chain.

Today, six decades later, Satish Chona’s simple philosophy still continues to be the
corporate axiom of the Havmor conglomerate.

And the company values its entrepreneurial self-esteem, market image and reputation for
financial uprightness above its pure business interests.

Vision
HAVMOR, as a group will be an outstanding and reputed food company with an annual turnover
exceeding Rs.5 billion by the year 2015. By the year 2020 we will be amongst the top three Ice
cream brands in India with a turnover exceeding Rs.15 billion.

CER TIF IC AT IO N

Certifications

Ou r s t at e - of -t h e- a rt 200 ,0 00 LP D m an u f a ct u ri n g pl ant i s o n e of Ind i a ’s m o s t

ad va n ce d i c e c r e am pr odu ct i on u ni t s . C om pl et e h ygi en e i s a ke y f e a t u r e i n
ou r wo rl d - cl as s p l a nt ’ s pr oc e ssi n g f a ci l i t i es. E v en t h e pa c ki n g at ou r pl ant s
co nf o rm s t o i nt e rn at i on al no rm s (s e e c er t i fi c at es )

I S O 2 20 00 :2 00 5 Ce r ti f i c a ti on
H AC C P Ce r ti f i ca ti on

95
BRIE F H IS T OR Y

FOUNDER:

SATISHSCNDRA CHONA

96
 In 1944, Satish Chandra Chona suddenly put the brakes on his successful career as a
Ground Engineer with BOAC, and turned a businessman.

This came as a surprise to most of his colleagues and friends. But the bigger surprise was
the product he chose to manufacture -- Ice Creams !

But young Satish Chona was not painting on ice. As a vocation, he had already mastered
the art of Ice Cream-making from his uncle, DinanathChona, domicile in Karachi then. In
fact, he already was a taste innovator, experimenting with jellies and unusual Ice Cream
ingredients.

Then, the Partition of India happened. And he had to relocate his venture to Ahmadabad,
and start afresh.

His high quality Ice Creams immediately made an impression in the market. Soon,
through continual taste innovations and steady facility expansion, he blazed new trails,
and emerged as a prominent market presence in Western India.

HISTORY

Small Beginning, Big Vision;

Great Ambitions

Havmor Ice Cream began its branded life in 1944 in Karachi, in undivided India. By
1947, it was a popular local brand there.

97
But in 1947, in the wake of the Partition, its founder Satish Chona had to join the exodus
into India, with virtually no moveable assets. Searching for a new turf, he tried out Dehra
Dun and Indore, and finally, settled down in Ahmadabad.

No, it was not a case of ‘brand relocation’, or anything else as fanciful. He had to start the
venture from scratch again. In fact, he had to begin from a hand-cart at the Ahmadabad
Railway Station, churning out the Ice Cream manually.

He called this fledgling brand ‘Havmor’ -- a neologism for ‘Have More’ -- which meant
the customer got more value for money, and more taste to relish, from his Ice Creams.

Perhaps he didn’t know it then, but he had laid the foundation for one of Western India’s
most enduring market legends.

And good quality, like good character, wins over the situation sooner or later.

Today, Havmor Ice Cream is a delicious facet of Western India’s daily life, and part of its
market lore. It reaches hundreds of thousands of consumers through 7 main outlets and
3,800+plus dealers.

That’s a very, very long way from a hand-cart.

LOCA TION & L A Y OUT

In this factory of manufacturing it the machines are arranged according to the

process they perform in the plant.

Company produces 150 different varieties of products and distributes throughout

the Gujarat by its annual turnover of Rs.250crores.

98
 The location of the company is very good and safe in sufficient area like Naroda.
They get easily their production-needed raw materials.

PRODUCT RANGE

HAVMOR Company produces various types of products. Their ice cream is

delicious and different varieties of flavors. The various products and their use
are as below:

CANDIES:

 Kala Khatta pop

 Lollypop

99
 .Orangebar
 Kacchikeri
 Double Hit
 Mini Chocobar
 Kaju Candy
 Classic Chocobar
 3-D Bar
 Raspberry Dolly
 Mango Dolly
 ChowpatyFulfi
 Zulu Bar

SMALL CUPS:50ml

 Vanilla

 Royal Gulab

BIG CUPS:100ml

 Royal Gulab
 Vanilla Strawberry
 Chocolate Bonanza
 Chips KajuDraksh
 Butter Scotch
 KajuAnjir
 KesarPista
 Raj Bhog

100
CONES:120ml

 Ringo Bings
 Choco Vanilla
 Strawberry
 Chocolate
 Butter cotch
 KesarPista
 Raja Rani

NOVELTIES:

MalaiKulfi

Roll cut

BadampistaKulfi

Raja Rani Roll cut

Sandwich Ice Cream

Fifty Fifty Roll cut

Cassata cut

Super Sunda Bon-Bon

FAMILY PACKS&PARTY PACKS:

101
Royal Gulab

Vanilla KajuDraksh

Butter Scotch

Chocolate Chips

Fresh Strawberry

Bonanza Bonanza

Swish Cake

KajuAnjir

RAW MATERI AL

The raw material procurement system is as follows

Milk is main raw material for ice cream

Milk delivered by a producer is measured and a sample is drawn for quality

testing. Individual milk is measured, sampled, analyzed and accordingly paid.

Payment due is worked out on the basis of the quality and company delivers the
quantity of the milk directly to dairy.

 Company purchased sugar in bulk at it is used in ice cream.

 Special attentions are given to dry fruits because they are costly. The
purchased cleaned and after cutting they are used.

 Color & flavor, which are permitted by governments, are only used.

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 MANUFACTURIN PROCESS:

The Process for manufacturing ice-cream passed through various stages the chart given bellows
shows the ways in which ice cream reaches us after manufacturing stages .Ice cream manufacturing.

Milk

Boiling 70%

Mixing material With the milk

Added flavours &Colours

Heated

Homogenerd in Homogenous process

Stored & Kept chiled -35 degree

The various process under gone by the dairies are as follows: -

103
Special Features:
Mode from continues Ice cream making machine marketing India since 4 decades

PASTEURIZATION TANK:-
Here the raw materials like milk, cream, powder, etc are mixed. Milk is pasteurized
here. Mixing of Pasteurizers is done at 8-10 C, Butter is melted at 40 C, All ingredients at
55 C, Sweetening agent is added at 65 C, and pasteurization is done at 75 C. The mix is
kept at 75 C for 15 mins and then filtration of mix is done.

HOMOGENATOR:-
After being pasteurized at 75 C, the mix is transferred to this tank. Here, this mix is
kept under the pressure of 50 cem square. This increases the viscosity of the mix. Here the
breakdown of the fact glucose is done up to micron size. The Homogenator tank is the heart
of the process.

CHILLER:-
In the chiller, the chilling of the mix is done from 75 C to 24 c.

STORAGE TANK:-
After being thoroughly mixed, the mix is stored in this tank. The mix is stored here is
called the basic mix and is used for all ice creams. The basic mix is taken to each section
for different types of Ice Creams, whether it is cup, candies, cones, etc.

The general process of cleaning is as follows:

 Flushing with tap water.
 Cleaning with hot water at 10 C for 10 to 15 mins.
 Alkali cleaner for 20 mins at 10 C.
 Flushing with hot water.
 Senttice the whole equipment with hardaphire solution of 200ppm for 20mins.

104
FLAVOURING TANK:-
Required quality of basic mix is transferred in Flavouring tank additions of essence and
Flavouring Color is done as per the recipes of particular ice cream.

CONTINUOUS FREEZER:-
After starting the continuous freezer, the ice cream will come out within 25 seconds at
the temperature of 8 C to -5 C. If the recipes includes additions of nuts it is done through
fruit feeder which is outside the continuous freezer and before the final place of coming out
of the ice cream and in case of Sunday’s different flavor is added through nozzles through
which more than two flavors can be added. After coming out from continuous, the ice
cream is picked into different boxes, cups, etc. This process is done manually.

HARDENING TUNNEL:-

These packets are kept in hardening tunnel to achieve ITC.

COLD STORAGE:-
After achieving ITC in hardening tunnel, ice cream is transferred in to cold storage and
taken as per the market demand.
Yummy Ice Cream is now ready to dispatch.

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MARKETING STATERGY

 Marketing mix strategy:-

Havmor has made own marketing mix strategy, price is only one of the marketing
mix tools that a company uses to achieve its marketing objectives.

 Cost:-
Havmor has estimate the cost set the floor for the price that the company can charge
for its products. The both cover all lots costs for producing, distributing, and selling
the products and deliver a fair rate of return for its efforts and risk.

 Organization Consideration:-
Havmor’s management must decide who within the organization should set prices.

{B} External factor affecting to the pricing decision.

 Pure Competition:-
A market in which buyer and seller trade in a uniform commodity no signal buyer or
seller has much effect on the going market price.

 Monopoly Competition:-
A market in which many buyer and sellers trade over a range of pricing rate than a
simple market prices.

 Competitor:-
Havmor Ice-cream has selecting price of the product economic factors are affecting in
such as boom or recession. In flatirons and in terse rate affect both the producing a
product and consumer perception of the product and consumer *perception of the
products price and value

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DISTRIBUTION

Ahmedabad-based ice cream maker Havmor Ice Creams has tied up with another homegrown
pharmaceutical major Zydus Wellness, a group company of Cadila Healthcare(ZydusCadila), for
sourcing ingredients for its latest 'Sugar Free' range of ice creams. Also, the tie-up would allow
Havmor to use the 'Sugar Free' brand owned by Zydus for its ice creams.

ORGANISATIO N STRUCTURE OF MARKETING

General Manager
[Mr.PradipChona]


Marketing Manager
[Mr. Kamal Desai]


REGIONAL REGIONAL REGIONAL
MANAGER MANAGER MANAGER
(A’ BAD) (SURAT) (RAGKOT)

Distributors Distributors Distributors

Retailers Retailers Retailers

Consumers Consumers Consumers

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QUALITY MANAGEMENT

Quality Policy

Fo r us , an y p u r ch as e m a de b y a n y c u st o m e r a cr os s o u r m or e t h an 2 0,0 00
out l et s i s a m om ent of t r ut h - t h at sm i l e of d el i ght w i t h t h e f i rst b i t e i s o ur
m ot i v at i o n. Mo r e t h an t h e 35 % m a r ke t s ha r e i n Ic e cr e am s i n W e st e rn In di a,
i t i s t h e 10 0 % m i nd an d h e a rt s h ar e o f ou r l o ya l c ust om e rs t h at w e v al u e.

Standards

W e b el i e v e i n m ai nt ai n i n g an d n u rt u ri n g an e nvi ro nm en t co ndu ci ve t o
hi gh e s t s t and a rd s of qu al i t y a t ev e r y l ev el - f rom p ro du ct s t o i n fr a st ru ct u r e
an d f rom p ro c ess e s t o p e opl e .

C ont i nu ous u p gr ad a t i on o f t e ch no l o g y, i nno v at i on a nd t e am d ev el o pm en t a re

t he o n goi n g co nst an t s at H avm o r whi c h t r ans l a t e i nt o a s yn e r g y o f
ex c el l en c e .

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SWOT Analysis

Strength:

 Varieties of ice cream flavours

 Innovative frozen food
 Strong market share in India

Weakness:

 High price
 Less market share in rural areas

Opportunities:

 Increase production due to new installation of technology

Threats:

 Increase number of competitors

“Once more ……… Havmor”

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 CONCLUSION

I conclude that while going through the entire industrial visit, the co-operation is found
to be very well organized developed and most ideal industries in every walk of their
projection, administration and management aspects.

Our visit to above four industries brought to light how an industry runs and operates.
All the stages involved in final product formation where showed into detail the
practical difficulties that arise in and the way in which these problems are handled
were also seen. The way in which raw materials can be processed efficiently yet cost
effectively to give rise to final product making use of available technology was
witnessed.

I extended our heartiest thanks to all four industries who gave us an opportunity and
honored us with humble gesture. I also want to thank our college smt.Kashibai Navale
College of Commerce and all the teachers especially to prof.Pradnya Bachhav for co-
ordinating the visit.

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 BIBLIOGRAPHY:

www.amul.com

www.amuldairy.com

www.cocacola.com

www.jindaltextiles.com

www.havmourice-cream.com

www.Wikipedia.org

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