UNIVERSITY OF MUMBAI

RAJEEV GANDHI COLLEGE OF MANAGEMENT STUDIES

Plot No. 01, Sector-08, Ghansoli, Navi Mumbai - 400701.
Vision:
To be an institute that nurtures business professionals to deliver social and economic impact.
Mission:
M1: To provide a platform for academic delivery in coherence with defined teaching process.
M2: To encourage our faculty and students for Industry Academia Interaction.
M3: To expose and inculcate social ethical values in students.

“Study on Marketing Strategy of BLG International Hing Pvt Ltd”

A PROJECT SUBMITTED IN THE PARTIAL FULFILLMENT OF

THE REQUIREMENT FOR THE AWARD OF
THE DEGREE OF MASTER IN MANAGEMENT STUDIES (MMS)

SUBMITTED BY:
Ms. Vaishnavi Wamanrao Pawar

Roll No.
123

UNDER GUIDANCE OF:

Prof. Dr. Dinesh T. Gabhane

MMS (Marketing) – SEM III A.Y. 2024-2025

Batch: 2023- 2025

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 DECLARATION

I, Mr./Ms. Vaishnavi Wamanrao Pawar have completed the Summer Internship Project entitled.
“Study on Marketing Strategy of BLG International Hing Pvt Ltd” at BLG International
Hing PVT LTD under the guidance of Prof. Dr. Dinesh T. Gabhane in the partial fulfillment of
the requirement for the award of degree of Master in Management Studies (MMS) of Mumbai
University.
This is an original piece of work & I have neither copied and nor submitted it earlier elsewhere.

Date………………

Place……………..

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 CERTIFICATE

This is to certify that Mr./Ms. Vaishnavi Wamanrao Pawar is a bonafide student of Rajeev
Gandhi College of Management Studies, Ghansoli, Navi Mumbai. As a part of the University of
Mumbai curriculum, the student has undergone summer internship of two months & prepared a
study project entitled
” Study on Marketing Strategy of BLG International Hing Pvt Ltd”
in the partial fulfillment of the requirement for the award of the Degree of Master in Management
Studies (MMS).

Signature Signature
Prof. Dr. DINESH GABHANE Prof. Dr. DINESH GABHANE
(Faculty Guide) (Director- RGCMS)

Signature Signature
(Industry Guide) (External Examiner)

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 ACKNOWLEDGEMENT

This project has been a great learning experience for me. I take this opportunity to thank Dr.
Dinesh Gabhane, my internal project guide, whose valuable guidance & suggestions made this
project possible. I am extremely thankful to him for all the support. He has encouraged me and
channelized my enthusiasm effectively.
I express my heart-felt gratitude towards my parents, siblings and all those friends who have
willingly and with utmost commitment helped me during the course of my project work.
I also express my profound gratitude to Dr. Dinesh Gabhane, Director of Rajeev Gandhi College
of Management Studies, Navi Mumbai for giving me the opportunity to work on the projects and
broaden my knowledge and experience.
I would like to thank all the faculty members and administrative staff of Rajeev Gandhi College of
Management Studies, especially the library staff who were very helpful in providing books and
articles I needed for my project.
Last but not least, I am thankful to all those who indirectly extended their cooperation and
invaluable support to me.

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 PREFACE

This report covers my Summer Internship Program with BLG International Hing Pvt LTD. This
internship marked my first experience in the market. The report outlines the objectives of the
internship, details my learning experiences, and provides a profile of the company. It also explains
the supply chain management within the spice industry.
The Spice Industry in India contributes significantly to the national economy, with a long history of
being a global leader in the production and export of spices. Asafoetida, commonly known as Hing,
plays a pivotal role in Indian cuisine and has a thriving market due to its essential role in cooking.
BLG International Hing Pvt LTD, founded back in 1945 by the late Basant Lal Gambhir, began as a
modest venture in the Hing business. His vision laid the foundation for what the company has
become today. In 2004, Mr. Mohit Gambhir, a visionary leader, took charge of the family business.
Under his guidance, BLG International has become India’s leading importer and manufacturer of
Hing and Gum. The company is deeply committed to maintaining unparalleled quality, sourcing
pure Asafoetida directly from the Hindu Kush region, which ensures authenticity and flavor that
distinguishes BLG from its competitors.
Based on my analysis, I provided several suggestions and recommendations to the company for
improving workflow and marketing strategies. Additionally, I noted the limitations of the project,
which could be addressed in the future.
As an intern, my primary responsibility was to promote the company’s products. This role allowed
me to interact with managers, and restaurant owners, providing valuable insights into product
marketing. I also had the opportunity to engage with distributors, gaining an understanding of their
roles and significance in the market. Through direct interactions with chefs, owners, and managers,
I learned about "what a customer wants."
This internship offered me a practical understanding of marketing in the spice industry. It provided
a platform to observe and learn how the market operates. The report serves as a synopsis of all the
work I completed during my two-month Summer Internship.

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 TABLE OF CONTENTS

Chapters Contents Page Nos.

1 COMPANY OVERVIEW
1.1 INTRODUCTION OF THE COMPANY
1.2 HISTORY
1.3 COMPANY MANAGEMENT
1.4 INDUSTRY ANALYSIS
2 THE ASSIGNMENT
2.1 THE ASSIGNMENT AT A GLANCE
2.2 RESPONSIBILITIES AND DESCRIPTION
2.3 CRITICAL OBSERVATION
2.4 LIMITATIONS OF THE STUDY
3 THE PROJECT
3.1 OBJECTIVES
3.2 SCOPE
3.3 METHODOLOGY
3.4 METHODS
3.5 OVERVIEW
3.6 SAMPLE
3.7 DATA ANALYSIS
4 FINDINGS, RECOMMENDATIONS & LIMITATIONS
4.1 FINDINGS
4.2 RECOMMENDATIONS
4.3 LIMITATIONS
5 CONCLUSION
6 REFERENCES
7 LIST OF FIGURES

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 CHAPTER 1: COMPANY OVERVIEW OF
BLG INTERNATIONAL HING PVT LTD

1.1 INTRODUCTION OF THE COMPANY:

BLG International Hing Pvt LTD was founded in 1945 by the visionary late Basant Lal Gambhir.
Initially starting as a modest broker in the Hing business, the company has grown exponentially
over the decades, becoming India’s leading manufacturer and importer of Hing and Gum. Under the
leadership of Mr. Mohit Gambhir, who joined the family business in 2004, BLG International has
embraced innovation and quality, which has propelled it to the forefront of the spice industry.
Over the years, BLG International has navigated numerous challenges, leveraging each as an
opportunity to enhance its operations and expand its market presence. The company is renowned
for its commitment to quality, sourcing pure Asafoetida directly from the Hindu Kush region. This
ensures that their products are not only authentic but also of the highest quality, distinguishing them
in a competitive market.
BLG International’s manufacturing facility is equipped with state-of-the-art technology, sourced
from leading equipment manufacturers. This facility supports the company’s diverse product
portfolio, which includes Hing (Asafoetida), Gum Arabic, Rock Salt, and Saffron. The company is
BRC certified, adhering to the strictest standards of food safety and hygiene, ensuring that every
product meets the highest quality benchmarks.
The company places its customers at the core of its operations, striving to deliver the finest taste
experiences. BLG International has become the top choice for masala, namkeen, and papad
companies across India. The company’s dedication to quality has also enabled it to expand its
footprint globally, exporting its products to markets in the UAE, Singapore, Oman, Kuwait,
Mauritius, New Zealand, Australia, Congo, Seychelles, Iraq, Hong Kong, Philippines, Sri Lanka,
and Bangladesh.
Continuing its legacy of innovation, BLG International is always exploring new avenues for
growth. With a focus on quality and customer satisfaction, the company is solidifying its position
as a leader in the global spice industry.

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Vision Statement:
We strive to unlock the full potential of spices, especially Asafoetida (Hing), through an extensive
range of high-quality products, aiming to enrich every meal with flavorful and authentic
experiences for our consumers. We believe that Hing, with its distinctive aroma and health benefits,
is one of nature’s most valuable gifts. Those who incorporate our spice products into their daily diet
benefit from the essential nutrients and flavors that enhance their culinary experiences. Our
commitment to quality and creativity in spice production brings us immense joy and drives our
innovation.

As a leading player in the spice industry, we recognize our broader responsibilities. While India is a
significant producer and consumer of spices globally, there is room for improvement in sourcing
and production practices. A key focus for us is to support spice farmers and suppliers in enhancing
the quality and yield of their crops. The involvement of the private sector is crucial to improving
agricultural practices and making spices more accessible and affordable across India. We deploy
state-of-the-art technology to enhance productivity and drive innovation in our product offerings.
Our well-diversified portfolio ensures that our spices meet international standards of quality. At
BLG International, we live by our corporate slogan, ‘Flavoring Life with Tradition and Quality’.

Mission Statement:
Our Consumers: Should be able to trust our brands. This is why food quality is a fundamental
requirement for BLG International. We make every effort to ensure that our processes are safe and
that high-quality standards are maintained throughout the supply chain.

Spice Innovation: Our focus on spice innovation enables us to produce a variety of products that
make every culinary moment flavorful, healthy, and enjoyable, marketed under a well-targeted
portfolio of brands.

Partnership with Spice Farmers: We are working closely with spice farmers to enhance their
livelihoods and set new standards for sustainable spice production. We aim to use our resources
sustainably, guided by a long-term environmental strategy.

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Good Citizenship: We strive to influence the development of society and set an example through
our best practices. Our goal is to make high-quality Hing and world-class spices accessible to the
masses. As a leading private sector player in the spice industry, we are well-positioned to achieve
this.

Building Long-Term Relationships with Local Communities:

We are dedicated to fostering positive and productive relationships within the community. By
establishing enduring connections with individuals, businesses, and organizations, we actively
support community development and remain steadfast in our commitment to integrity and
mutual respect.

Spice up Life with B.L.G. – Where Flavor Knows No Bounds!

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Company Profile
Company factsheet:
Basic Information

Nature of Business Manufacturer

 Trader
Additional Business
 Retailer
Company CEO Mohit Harishkumar Gambhir
Total Number of Employees 101 to 500 People
Year of Establishment 2004

Legal Status of Firm Limited Company (Ltd./Pvt.Ltd.)

B.L.G International Hing Pvt LTD: Company Overview and Market Position

Company Profile:

B.L.G International Hing Pvt LTD is a private based in Thane, Maharashtra. It is classified as a
private limited company with an authorized share capital of INR 3.50 crore and a total paid-up
capital of INR 3.50 crore. The company’s operating revenues range between INR 1 crore and INR
100 crore for the financial year ending 31 March 2023. Its EBITDA has increased by 9.39% over the
previous year, while its book net worth has grown by 36.89%. The company is currently active, and
its last reported AGM was held on 30 September 2023.

B.L.G International Hing Pvt LTD has two directors: Mohit Harishkumar Gambhir and Aanchal
Mohit Gambhir. The Corporate Identification Number (CIN) is U15134MH2018PTC306171. The
registered office is located at A-241, TTC Industrial Area, A-Block Thane Belapur Road, Navi
Mumbai, Thane, Maharashtra.

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Portfolio Overview:

B.L.G International Hing’s product portfolio includes Instant Chutney Mix, Authentic Indian Spices,
Seeds Spices, Flakes Spices, Himalayan Salt, Mukhwas, Saffrons, Makhana, Powders, Pure Hing,
Strong Powders, Yellow Powders, Kabuli Dana, Kabuli Khada, and Black Khada. Asafoetida (Hing)
is a major product, reflecting its importance as India’s largest importer of this spice. Asafoetida is
highly valued and can range in price from Rs.300 to Rs.1,000 per 100 grams, depending on quality
and origin. India imports approximately 1,540 tons of raw Asafoetida annually from Afghanistan,
Iran, and Uzbekistan, costing about Rs.942 crores.

Market Position and Strategy:

The global seasoning and spices market was estimated at USD 13.77 billion in 2019 and is projected
to reach USD 15.44 billion in 2020. The Asafoetida market is expected to grow at a CAGR of 5.82%
from 2019 to 2023. B.L.G International Hing has established itself as a leader in the Hing and Gum
market, leveraging its legacy since 1945, when the late Basant Lal Gambhir founded the company.
Under the leadership of Mr. Mohit Gambhir since 2004, the company has risen to prominence,
focusing on high-quality production and innovation.

Corporate and Market Insights:

The company employs state-of-the-art technology to ensure the highest standards in its
manufacturing processes. It is committed to maintaining quality and adhering to industry standards,
and it has positioned itself as a top choice for masala, namkeen, and papad companies across India.
The company also exports its products to various international markets, reflecting its global reach
and reputation.

Future Outlook:

B.L.G International Hing Pvt LTD continues to innovate and expand, aiming to enhance its market
presence and operational efficiency. With a focus on quality and customer satisfaction, the company
is well-positioned to maintain its leadership in the global spice industry and respond to the growing
demand for high-quality spices.

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 PRODUCT PORTFOLIO OF B.L.G. INTERNATIONAL HING PVT LTD

B.L.G. International Hing Pvt Ltd offers its clients a diverse range of high-quality spice products.

1. Hing (Strong Premium Powder).

Regarded as the ‘Queen of Spices,’ Hing, or Asafoetida, imparts a unique and robust flavor to
culinary dishes. This aromatic resin transforms Indian and Middle Eastern cuisine with its distinctive
umami essence. Praised for its culinary versatility and medicinal benefits, Hing has been a cherished
ingredient for centuries, enriching a variety of dishes with its bold and multifaceted profile.

2. Hing (Premium Quality)-

Mainly used for medicinal properties.

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3. BLG Hing Lums Box
This is compounded asafetida packaged in box.

4. BLG Premium quality paste (HINGDI)

This is also one of the premium qualities Hing product in paste form also known as Hingdi.

5. BLG Super Hing Paste Hotel Special

BLG Super Hing Paste Hotel Special is a premium, concentrated Hing paste designed for enhancing
the flavor and aroma of gourmet dishes in hotels and high-end restaurants. Its rich and robust profile
adds a distinctive depth to a variety of culinary creations.

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6. Strong Powder Hing (Tufani Tadka)
Go Strong Powder Hing (Tufani Tadka) is a highly potent Hing powder, delivering intense flavor
and aroma to elevate traditional and spicy dishes. Ideal for adding a bold, savory kick to recipes.

Other Products:
7. Raw Hing
BLG International Hing Pvt Ltd markets a range of raw Hing products, including Sheera, Afghani
Pinakshi, Hingda, Irani-Sheer, Kabuli, and Pure Hing. Each variant offers unique characteristics to
suit diverse culinary and industrial needs.

8. BLG Saffron
Comes in a three different pack size.

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9. Different Instant Chutney
BLG International Hing Pvt Ltd offers a variety of chutneys, including Coconut Red Chutney,
Coconut Tomato Chutney, Coconut Chutney, Vada Pav Chutney, Imli Chutney, Idli Chutney Powder,
Groundnut Chutney, Green Chutney, and Garlic Chutney, each crafted to add distinct and flavorful
accents to your dishes.

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10. Popcorns
BLG’s premium popcorn offers a delightful snacking experience with its light, fluffy texture, and
explosive flavor, providing an irresistible crunch in every bite. Comes in flavors as Classic Salted,
Chilli Surprise, Butter Sizzle and Golden Delight.

11. Pure Spices-

BLG International Hing Pvt Ltd Offers Chilli Powder, Turmeric Powder, Coriander Powder, Black
Pepper Powder, and Jeera Powder, each providing essential flavor and color to a variety of dishes.

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1.2 HISTORY
In B.L.G. International Hing Pvt Ltd traces its origins to 1965 when the late Basant Lal Gambhir
began importing Hing from Afghanistan to India. This modest start marked the beginning of a legacy
that has continued to thrive for over five decades. The company has grown from these early
beginnings into a leader in the Hing and Gum Arabic industry, blending traditional methods with
modern innovation.

In 2007, Mr. Mohit Gambhir formalized the expansion of the family business by incorporating BLG
International to focus on the importation of Asafoetida. The company quickly established itself as a
prominent supplier of Hing, becoming known for its exceptional quality and service.

By 2015, BLG International had cemented its reputation as a leading Hing supplier. The company
continued its evolution by converting to a Private Limited entity in 2018, rebranding as BLG
International Hing Pvt Ltd, and expanding into the importation of Gum Arabic from Sudan.

The year 2019 marked another significant milestone with the establishment of a manufacturing unit
under the brand names of BLG and Khrishika Hing, which introduced 13 variants of Hing to the
market. This expansion into manufacturing allowed BLG to offer a diverse range of Hing products to
meet various customer needs. In 2020, BLG International ventured into private labeling, adding Hing,
saffron, and Himalayan salt to its portfolio. This move further diversified the company’s offerings
and strengthened its position in the market.

By 2022, BLG International had launched innovative instant chutneys and achieved the significant
milestone of crossing ₹100 crore in revenue. Additionally, the company entered the Masala Papad
manufacturing sector, broadening its product range and market reach. In 2023, BLG International
ventured into retail, introducing CTC spices and popcorn to its diverse product lineup. This move
represents the company's commitment to expanding its presence and offering high-quality products.

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1.3 COMPANY MANAGEMENT

Mr. Mohit Gambhir - Director

In 2004, Mr. Mohit Gambhir took the helm of the family business, propelling B.L.G. International to
become a leading name in India’s Hing and Gum industry. Under his visionary leadership, the
company has achieved remarkable growth and prominence. Beyond advancing BLG International’s
success, he is also recognized for his contributions to various esteemed roles.

Mrs. Aanchal Mohit Gambhir - Managing Director

Aanchal Mohit Gambhir joined the board on 09 March 2018, and has been an integral part of the
leadership team for over six years. Under her tenure, B.L.G. International has continued to strengthen
its position in the Hing and Gum industry, contributing significantly to the company's ongoing
success.

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1.4 INDUSTRY ANALYSIS OF ASAFOETIDA (HING)

The asafoetida (hing) market is a significant segment within India's vast spice industry, commanding
approximately 6-8% of the market share. Historically, the demand for processed hing surged in the
1920s, particularly in southern markets like Tanjore, Tamil Nadu. The trend continued with the
establishment of processing units by LG & Co under Khimji Laljee. By the late 1970s and early
1980s, expansion continued with new processing units in Chennai, Kumbakonam, Nashik, and
Mumbai, marking a pivotal period for the industry.

Market Forecast (2024-2028):

The asafoetida market is projected to grow by USD 47.06 million, with a CAGR of 5.45% from 2023
to 2028. The APAC region is central to this growth, driven by cultural significance and culinary
diversity, with countries such as India, Pakistan, Afghanistan, and Iran being key players. The growth
is supported by rising consumer demand for exotic spices and an increasing appreciation for
traditional culinary flavors.
Key Regions for the Market

Fig.1

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Market Overview:
Market Growth Drivers: Increased consumer awareness of food flavor enhancers and the growing
interest in diverse culinary experiences are significant drivers. As globalization and exposure to
various cuisines expand, there is a growing demand for unique and authentic spices like asafoetida.
Organic and sustainable products are also gaining traction, with consumers seeking natural, chemical-
free options.
Market Trends: The demand for organic asafoetida is rising, aligning with global trends towards
healthier, environmentally friendly products. Additionally, manufacturers are responding to consumer
preferences for transparency and ethical production through certified organic and sustainably sourced
offerings.
Market Challenges: Quality control and adulteration remain major challenges. Asafoetida, being a
high-value spice, is prone to counterfeit and inferior products. Ensuring consistent quality and purity
across the supply chain is critical, as is addressing issues related to product misrepresentation.

Market Segmentation:
By Product:
Milky white asafoetida is expected to dominate, valued for its milder flavor and aroma compared to
traditional brown resin. This segment benefits from increasing global awareness and demand for
exotic spices.
By Distribution Channel:
Offline channels, including brick-and-mortar stores and wholesale markets, play a significant role.
These channels provide accessibility and diverse sourcing options for consumers and support market
growth.
Regional Insights

APAC Region: Estimated to contribute 61% to the market's growth during the forecast period, driven
by rising disposable incomes and increasing consumption of asafoetida due to its health benefits and
traditional use in culinary practices.

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Competitive Landscape:
Key players in the asafoetida market include Aachi Masala, offering a robust flavor through its
asafoetida powder, and Dabur India Ltd. through its Badshah Premium Hing. Other notable
companies include Anu Foods, Dhanhar Exim Pvt. Ltd., DS Group, EVEREST Food Products Pvt.
Ltd., and Patanjali Ayurved Ltd.
The market is characterized by strategic alliances, product innovation, and geographical expansion,
with a focus on meeting consumer demands for high-quality, authentic, and organic asafoetida
products.

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 Competitors
Competitors of BLG International Hing Pvt. Ltd.

1.Aachi Masala
Overview: Aachi Masala is a prominent Indian spice company known for its diverse range of spice
blends and asafoetida products. Established in 1995, the company has grown to become a leading
player in the Indian spice market, offering high-quality products that cater to both traditional and
modern culinary needs.
Key Products: Aachi Asafoetida Powder, various spice blends.

2.Dabur India Ltd.

Overview: Dabur India Ltd., a major player in the FMCG sector, offers a range of products
including spices and asafoetida through its subsidiary, Badshah Masala. Founded in 1884, Dabur is
one of India's oldest and most reputable brands.
Key Products: Badshah Premium Hing, spice blends.

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3.EVEREST Food Products Pvt. Ltd.
Overview: Everest Food Products Pvt. Ltd. is a leading spice manufacturer in India, known for its
extensive range of spice blends and asafoetida. The company was founded in 1960 and has
established a strong market presence with a focus on quality and innovation.
Key Products: Asafoetida, spice blends.

4.MTR Foods Pvt. Ltd.

Overview: MTR Foods Pvt. Ltd., established in 1924, is a leading Indian food company known for
its range of spice blends and ready-to-eat products. The company also offers asafoetida among its
diverse product lineups.
Key Products: Asafoetida, spice blends, ready-to-eat products.

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5.Patanjali Ayurved Ltd.
Overview: Patanjali Ayurved Ltd., founded by Baba Ramdev and Acharya Balkrishna in 1995, is a
major player in the FMCG sector with a strong presence in the spice market. The company offers a
range of natural and Ayurvedic products, including asafoetida.
Key Products: Patanjali Hing, spice blends

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 CHAPTER 2: THE
ASSIGNMENT

2.1 THE ASSIGNMENT AT A GLANCE

The assignment focused on analyzing the brand awareness of BLG International Pvt. Ltd.’s
spice products in the market, particularly their Hing and other spice offerings. The objective
was to assess the market penetration achieved by the sales team, generate data from stores,
retailers, and distributors, and create potential leads for the sales team. Additionally, a
competitor analysis was conducted to understand pricing strategies, distribution methods, and
offline market approaches. A comprehensive evaluation of BLG’s spice products, including
Hing, was performed in terms of quality, pricing, and distribution.

ASSIGNMENTS:
❖ Conduct Retailer and Distributor Survey: Gather insights and feedback from store owners,
retailers, and distributors about BLG’s spice products.
❖ Sampling Activity: Distribute samples of BLG’s spices to stores and retailers for evaluation
and feedback.
❖ Generate Database: Create a database of retailer and distributor reviews, including feedback
on BLG’s spice products.
❖ Lead Generation for Sales: Identify and generate leads from stores, retailers, and
distributors for potential sales opportunities.
❖ Customer Acquisition: Engage with potential customers to promote BLG’s spice products
and secure new accounts.
❖ Competitor Research: Perform secondary and primary research on competitors to
understand their pricing, distribution, and market strategies.
❖ Secondary Research for Retail Information: Collect and analyze data from online sources
about store and retailer information.
❖ Contact Distributors: Reach out to food distributors who supply spices to stores and
retailers to explore opportunities for collaboration.
❖ Data Validation: Ensure the accuracy and reliability of collected data through validation
processes.

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At the end of the assignment period, a comprehensive report (including an excel sheet) and
presentation were prepared, providing actionable insights and real-time data for strategic
decision-making.

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 2.2 RESPONSIBILITIES AND DESCRIPTION

Market Research
Visited stores, retailers, and distributors across major regions to assess the brand awareness and
market presence of BLG International Pvt. Ltd.’s spice products, including Hing. Conducted
surveys to collect data on product visibility, retailer preferences, and distributor feedback. This
effort helped generate valuable leads for the sales team and provided insights into competitor
strategies and market practices.

Key Activities:
❖ Survey Creation and Execution: Developed a series of questions to understand the market status
and brand awareness of BLG’s spice products.
❖ Data Collection: Conducted surveys with store owners, retailers, and distributors to gather
insights and feedback.
❖ Lead Generation: Identified potential sales opportunities and generated leads for the sales team.

❖ Competitor Analysis: Analyzed competitors' pricing strategies, distribution methods, and market
practices.
❖ Product Comparison: Compared BLG’s spice products in terms of pricing, packaging, and stock-
keeping units.
❖ Sampling Activity: Distributed samples of BLG’s spices to assess customer perceptions regarding
taste and pricing.
❖ Customer Acquisition: Engaged with stores and retailers to encourage ordering and stocking of
BLG’s spice products.
❖ Contacted over 250 stores, retailers, and distributors, obtaining contact information and feedback
from a significant number. Prepared a detailed analysis on BLG’s spice offerings, including
Hing, in terms of quality, pricing, and distribution requirements.

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 2.3 CRITICAL OBSERVATION

❖ Market Data Deficiency: Prior to the project, there was insufficient data on the demand for BLG
International's spice products, including Hing. The specific user demographics, usage patterns,
and overall market demand were not well-documented.

❖ Product Acceptance and Market Position: There was a lack of clear understanding regarding the
acceptance of BLG’s spice products in the market. Competitors' products were observed to have a
stronger market presence, with competitive pricing and brand loyalty contributing to their higher
usage compared to BLG’s offerings.

❖ Business Opportunities and Market Expansion: The initial demand data revealed potential for
new business opportunities. There is significant scope for enhancing BLG International's market
penetration and reach by addressing gaps in market capability and expanding the presence of
their spice products.

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 CHAPTER 3: THE PROJECT
3.1 OBJECTIVES

The primary objectives of report: -

❖ To understand consumer awareness of the products of BLG International Hing Pvt. Ltd.
❖ To gain a better understanding of BLG International Hing Pvt. Ltd. and its products.
❖ To learn about the marketing strategy of BLG International.
❖ To analyze the data that will help them build a strategy to develop their market and increase their
market share.

The secondary objectives of the report are: -

❖ Maintaining and developing relationships with existing product users and distributors which
will make company base stronger in the market.
❖ Helping sales executive in sales and daily activity.

3.2 SCOPE

The spice mix market in India reached a significant value, with growing demand across various
regions. The market study of BLG International Hing Pvt. Ltd.'s spice mix products is expected
to identify potential areas for expansion and market penetration.

BLG International Hing Pvt. Ltd.'s products are available PAN India, but the scope of my project
focused on key regions from Thane to Kurla on the Central line and from Kurla to Govandi on
the Harbour line in Mumbai. Over 1,500 retail outlets and spice distributors are present along
these lines.

This study will enable BLG International Hing Pvt. Ltd. to determine whether any adjustments
are necessary for their spice mix products in terms of pricing, flavor, quality, or other strategies to
enhance market reach and consumer satisfaction.

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 3.3 METHODOLOGY

DATA COLLECTION:

In this Project, Data is obtained through Primary Data as well as Secondary Data.

1. PRIMARY DATA: Primary data gives us a clearer understanding of the brand's recognition
and market position. I gathered primary data through online surveys and conducting product
sampling.

2. SECONDARY DATA: Secondary data is information collected from existing studies,

surveys, or research conducted by others, including data from food delivery companies. This data
helps in comparing BLG International's products with competitors in terms of quality, price, and
distribution. By combining primary and secondary data, we can gain insights into consumer
behavior towards BLG products.

TOOLS USED FOR THE ANALYSIS OF DATA:

Following are the tools used for the project:

• Survey
• Sampling
• Online Research

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3.4 METHODS

Data collection was carried out through online surveys and sampling activities to gauge the
general awareness of BLG International products among locals. The primary data was gathered
by conducting an online Google Form survey, targeting the general public to understand brand
awareness, market status, and consumer behavior towards the brand. Sampling activities were
focused on retailers, where free spice mix samples were distributed to them. Feedback and survey
responses were collected from the retailers after they had the chance to test the products, allowing
for a better understanding of how BLG products are perceived and what competitors are doing to
maintain their market presence.

Sampling Activity:
To better understand the market, sampling activities were conducted among retailers. Free packs
of BLG International's spice mixes were distributed to retailers, and their feedback was gathered
after they had tried the products. Most of the data, however, was collected through an online
survey, which provided valuable insights into consumer awareness and preferences.

Source of Primary Data:

To achieve the primary objective, I conducted an online survey using a Google Form, targeting
the general public to assess their awareness and perception of BLG International’s products. This
method provided a broad perspective on consumer behavior and preferences.

Source of Secondary Data:

Secondary data was collected from retailers through sampling activities. Additionally,
information was gathered from various online sources such as food delivery websites and apps,
official social media handles, and competitors’ websites to compare BLG International’s products
with those of its competitors in terms of quality, price, and distribution. This data helped in
understanding the competitive landscape.

Sources of Secondary data: Online Food Delivery websites and applications, Official Social
Media Handle, Competitors websites.

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3.5 OVERVIEW

The internship team gathered valuable insights into brand awareness, market status, and
consumer behavior toward BLG International Hing Pvt Ltd by conducting an online Google
survey and sampling activities. This comprehensive data collection provided a clear
understanding of how the brand is perceived by consumers and allowed us to analyze the
strategies employed by competitors to maintain their market position. The findings from the
survey and sampling activities will be instrumental in refining our marketing and sales strategies,
enabling us to increase revenue and strengthen our competitive edge in the market.

3.6 SAMPLE

The sample for the data collection was determined based on the scope of work, including lead
generation and market research. For this project, the sample size was defined by the number of
responses collected through the online Google survey and the number of distributors involved in
sampling activities. We conducted the survey by sharing Google Forms with a diverse range of
consumers to gather insights on brand awareness and consumer preferences. Additionally, we
performed sampling activities with four retailers to evaluate the market reception of BLG
Internationals.

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3.7 DATA ANALYSIS

Questions for Consumers and retailers.

1. Which brand of Hing (Asafoetida) are you currently using?

10% 16%
BLG International Hing MTR Hing
10% MDH Hing Everest Hing
Other

44%
20%

Fig 2

Brand Preference and Market Share:

Everest Hing leads the market with 22 users, followed by MDH Hing (10 users), BLG International
Hing (8 users), MTR Hing (5 users), and Other (5 users).
BLG's current market share is relatively small compared to competitors like Everest and MDH.

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2. What is your weekly requirement of Hing (Asafoetida) in your store or kitchen?

20%%

Less than 25 grams 25 grams - 100 grams

34% 100 grams - 500 grams

More than 500 grams

64%

Fig 3

Weekly Requirement:

Most respondents (32) use less than 25 grams of Hing weekly.

A significant portion (17) uses between 25 and 100 grams weekly.
Very few (only 1) require 100-500 grams, and none use more than 500 grams.

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 3. Do you use more than one brand of Hing products?

22%

YesNo

78%

Fig 4

Multiple Brand Usage:

A large majority (39 out of 50) use more than one brand of Hing, suggesting that brand loyalty is
weak, and customers are open to trying different brands.

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 4. What are your views on the pricing of BLG International Hing PVT LTD?

20%

56% High Reasonable Low

24%

Fig 5

Perception of Pricing:

28 respondents find BLG’s pricing high, while 12 consider it reasonable, and 10 think it is low.
Pricing is a significant concern, with more than half of the respondents perceiving BLG as
expensive.

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 5. What factors influence your decision to choose BLG International Hing PVT LTD??

10%
28%
16% Price
Quality
Brand Reputation
Availability
8%

38%

Fig 6
Factors Influencing Purchase:

Availability (19) is the most significant factor influencing the purchase of BLG Hing, followed by
Quality (8), Price (5), and Brand Reputation (4).
Notably, 14 respondents have not used any BLG products, indicating a lack of awareness or
interest.

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6. How did you become aware of BLG International Hing products?

24%
34% Sales Representatives Advertisements Word of Mouth Online Reviews
In-Store Promotions

14%
8%
20%

Fig 7

Awareness Channels:

In-Store Promotions (17) and Sales Representatives (12) are the primary ways customers become
aware of BLG products, followed by Word of Mouth (10), Advertisements (7), and Online Reviews
(4).

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 7. Customer Reviews

12%
28%
ExcellentGood

38%
AveragePoor
22%

Fig 8

Customer Reviews:

Reviews are mixed, with 14 rating the product as Excellent, 11 as Good, 19 as Average, and 6 as
Poor.
There is room for improvement in product quality and customer satisfaction.

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8. Market Area Outlets Covered.

12%
24%
Mumbai Central Line
Mumbai Harbour Line Thane

64%

Fig 9

Regional Preferences:

Mumbai Harbour Line is the dominant region (32 respondents), followed by Mumbai Central Line
(12) and Thane (6).

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 9. Which BLG International product do you mostly prefer?

12%
Hing (asafoetida) Spice Mixes
Other

32% 56%

Fig 10

Product Preference:

The majority prefer BLG’s Hing (28), while Spice Mixes (16) and Other (6) have smaller shares.

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10. What are the reasons for not selecting BLG International Hing if applicable?

Price Comparison with

40% 38% Competitors Quality Concerns
Limited Product Range Availability Issues

14% 8%

Fig 11

Reasons for Not Choosing BLG:

Availability Issues (20) and Price Comparison with Competitors (19) are the main reasons for not
selecting BLG Hing.
Quality concerns (4) and limited product range (7) also affect customer decisions.

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 CHAPTER 4: FINDINGS,
RECOMMENDATIONS &
LIMITATIONS

4.1 FINDINGS

 Market Penetration: BLG International Hing Pvt Ltd has not fully captured the market. Despite
being present in the market, awareness about BLG International is still limited. A significant
portion of customers (43%) became aware of BLG products through in-store promotions, and only
7% knew about it due to advertisements. This suggests that increasing advertising efforts could
enhance brand recognition and market penetration.

 Pricing Perception: 56% of customers perceive the pricing of BLG International Hing products as
high, which aligns it with premium competitors. This pricing strategy may deter price-sensitive
customers who might opt for more established brands like MDH or Everest.

 Supply and Distribution: Feedback from customers indicates that availability is a significant issue,
with 20 respondents highlighting availability problems as a reason for not choosing BLG products.
This suggests that there might be gaps in the supply chain that need to be addressed.

 Product Quality: While 14% of customers rated BLG Hing products as excellent, a larger portion
(19%) rated them as average, indicating that there may be room for improvement in product
quality. Additionally, quality concerns were mentioned by 4 respondents as a reason for not
selecting BLG products.

 Brand Reputation and Awareness: Word of mouth (26%) and in-store promotions (43%) are the
primary drivers of brand awareness for BLG. However, only 7% of customers were influenced by
advertisements, indicating that the current marketing strategy may not be reaching a wide
audience.
 Competitors: The market is highly competitive with established brands like Everest and MDH,
which have higher market shares. BLG’s limited product range and availability issues could be
contributing to its lower market share.
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4.2 MARKETING STRATEGY RECOMMENDATIONS

 Enhanced Advertising and Marketing: BLG International Hing should invest in more aggressive
advertising campaigns, particularly on digital platforms such as social media (e.g., YouTube,
Instagram) and traditional media like radio and outdoor advertising. This could help increase
brand awareness and reach a broader audience.

 Competitive Pricing Strategy: To compete with established brands, BLG should consider offering
more competitive pricing. This might involve introducing lower-priced variants or offering
discounts and promotions to attract cost-sensitive customers. Gradually, as market share increases,
prices can be adjusted as needed.

 Combo Offers and Product Bundling: Introducing combo offers that bundle BLG Hing with other
popular spice mixes could attract customers looking for value deals. This strategy could also help
increase sales volume and encourage customers to try a wider range of BLG products.

 Improve Distribution and Availability: Addressing availability issues is crucial. Strengthening the
supply chain and ensuring consistent product availability across all regions, especially in areas like
Thane where awareness is lower, will help improve customer satisfaction and loyalty.

 Product Quality Enhancement: Given that some customers rated the product quality as average,
BLG should focus on improving the quality of its Hing products. This could involve refining the
production process, sourcing higher-quality raw materials, or enhancing packaging to better
preserve the product’s freshness and potency.

 Expand Product Range: To compete effectively with larger brands, BLG should consider
expanding its product range to include other popular spices and mixes. This diversification could
help attract a broader customer base and reduce dependency on a single product line.

 These steps could help BLG International Hing Pvt Ltd increase its market share, improve
customer satisfaction, and strengthen its position against competitors in the spice industry.

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 4.3 LIMITATIONS

 Limited Sample Size: The survey was conducted with only 50 consumers and 4 retailers, which
may not fully represent the broader market. A larger sample size could provide more accurate
insights.

 Time Constraints: The survey and sampling were conducted within a limited time frame, which
may have restricted the depth of data collection and analysis.

 Lack of Comprehensive Data: There was limited access to detailed sales and distribution data,
which could have provided a more comprehensive understanding of BLG's market position and
challenges.

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 CHAPTER 5: CONCLUSION

The internship provided valuable insights into the spice industry,

particularly the challenges faced by BLG International Hing Pvt Ltd. Despite
the hurdles, including high pricing perceptions and availability issues, the
experience highlighted the importance of strategic marketing, quality
control, and supply chain management in achieving market penetration. The
hands-on experience with product promotion, customer interaction, and data
analysis has equipped me with practical skills and a deeper understanding of
the market dynamics. Moving forward, these insights will inform strategies
to enhance BLG's market presence and address the key challenges identified
during the internship.

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 REFERENCES

❖ About us -, https://www.blghing.com/about-us/
❖ B.L.G International Hing Private Limited
https://www.indiamart.com/blg- international-hing/profile.html
❖ Asafoetida Market Analysis APAC, Europe, North America, Middle
East and Africa, South America - US, United Arab Emirates, India,
Australia, China - Size and Forecast 2024-2028
https://www.technavio.com/report/asafoetida-market-industry-analysis
❖ OVERVIEW - B.L.G INTERNATIONAL HING PRIVATE
LIMITED https://www.tofler.in/b-l-g-international-hing-private-
limited/company/U15134MH2018PTC306171
❖ B.L.G INTERNATIONAL HING PRIVATE LIMITED
https://economictimes.indiatimes.com/company/blg-international-hing-private-
limited/U15134MH2018PTC30

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 LIST OF FIGURES

Sr. Page
Particulars
No Number.

1. Indian Hing Market

3. Hing brands

Requirement of
4.
Hing
Company of Hing
5.
products
Views about

6. BLG International Hing PVT

LTD price

7. Reason for selecting BLG

Awareness about
8.
BLG
9. Customer Reviews
10. Market Area Covered
Consumption of
11.
Hing

12. Other products preferred

Reason for not

13.
selecting BLG

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4