1.INTRODUCTION 1.1 AN INTRODUCTION TO THE STUDY EASTERN CONDIMENTS PVT LTD Eastern curry powder is a house hold name in India with the production of various spices and condiments from several Indian cuisines. It is also the largest exporter of these products in customer packs and pouches to Middle East, UK, USA, Australia, Germany and Japan. Presently the company exports 40% of its production. The company is an ISO 22000- 2005 company. The company won prestigious award for out standing export performances by spices board of India, for ten consecutive year 1997-1998 to 2007-2008. The company has a well organized and co-ordinated organization structure and fully computerized departments. The company ensures high quality and taste in all its products and always tries to maintain good customer relationship. 1.2 SCOPE OF THE STUDY The scope of the study is to familiarize with the functioning of various departments in the organization. This study has given an opportunity to know the successful practices implemented at Eastern Condiments. 1.3 OBJECTIVE OF THE STUDY: 1. The main objective of the study is to acquire knowledge about the organization structure. 2. To have a practical knowledge of the application of the management theories in corporate mainstream. 3. To profile the Spices industry and Eastern Condiments as a company. 4. To analyze issues of the company and give suggestions, if any. -
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1.INTRODUCTION
1.1 AN INTRODUCTION TO THE STUDY
EASTERN CONDIMENTS PVT LTD
Eastern curry powder is a house hold name in India with the production of
various spices and condiments from several Indian cuisines. It is also the largest exporter of
these products in customer packs and pouches to Middle East, UK, USA, Australia, Germany
and Japan. Presently the company exports 40% of its production. The company is an ISO
22000-2005 company. The company won prestigious award for out standing export
performances by spices board of India, for ten consecutive year 1997-1998 to 2007-2008.
The company has a well organized and co-ordinated organization structure and fully
computerized departments. The company ensures high quality and taste in all its products and
always tries to maintain good customer relationship.
1.2 SCOPE OF THE STUDY
The scope of the study is to familiarize with the functioning of various
departments in the organization. This study has given an opportunity to know the successful
practices implemented at Eastern Condiments.
1.3 OBJECTIVE OF THE STUDY:
1. The main objective of the study is to acquire knowledge about the organization
structure.
2. To have a practical knowledge of the application of the management theories in
corporate mainstream.
3. To profile the Spices industry and Eastern Condiments as a company.
4. To analyze issues of the company and give suggestions, if any.
1.4 METHODOLOGY:
The methodology of study describes the research procedure which primarily
refers to the methods of data collection.
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Primary Data:
The data provided here has been collected is directly by interacting with
management personalities and other employees of the organization.
Secondary Data
The data which is obtained from sources other than primary data sources. It
consists of materials like Brochures, Catalogues, Magazines, Annual Reports, other
documents from the company, Web Site of the company and other websites.
LIMITATION OF THE STUDY
As time was a major constraint, an in-depth study could not be made.
Moreover the busy schedule of the company was yet another obstacle.
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2. BUSINESS ENVIRONMENT ANALYSIS
2.1 BUSINESS ENVIRONMENT ANALYSIS
By 3000 B.C, turmeric, cardamom, pepper and mustard were cultivated in Harappa and
Mohenjo-Daro, in the Indus valley, were of occupied mixed stock somewhat larger in
structure than either the Sumerians of those communities. The bad club wheat, barley, sheep
and goats from the Iranian plateau and cotton from Southern Arabia or North East Africa but
were held back by their reliance on food water due to lack of knowledge of irrigation.
Summerian bad trade links with the Indus valley via Hindu Kush by 3000 BC and by sea
from 2500 BC thus linking the Harappa’s with both Sumerians and Egyptian, where cumin,
anise and cinnamon were used for embalming by 2500 BC.
By 1750 BC Harappa civilization had disappeared probably due to flood and tectonic shifts
and were replaced by the Aryans who invaded via the Hindu Kush by 1500 BC. The Aryans
had considerable contact with Babylon from whence the original flood legend arose be
adopted by both the Aryans and the Hebrews and several other civilization.
In Britain the term “curry” has come to mean almost any Indian dish whilst most from the
sub-continent would say it is not a word they use but if they did it would mean a meat,
vegetable or fish dish with spicy sauce and rice or bread. The earliest known recipe for meat
in spicy sauce with bread appeared on tablets found near Babylon. In Mesopotamia written in
uniform text discovered by the Sumerians and dated around 1700 BC probably as an offering
to the God Marduk.
2.2 INDUSTRY PROFILE
Spices and aromatic vegetable products were used as a flavouring or as condiments
normally refer to the derivatives from certain herbs like seeds, leaves, bark, root etc. They
were used mainly for enhancing taste of the food. The word spice is derived from the word
spices which was applied to groups of exotic foodstuffs in the middle ages.
Spice term was formerly applied also to pungent or aromatic food, as
ingredient of incense or perfume and to embalming agent. Modern trend is to limit the term to
flavouring used in food or drink. Although many spices have additional commercial uses such
as ingredients of medicine, perfumes, incense and soaps.
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The earliest literary record in India on spice is the Rig Veda. (BC1500). The
story Indian spices dates back to BC 7000 years into the past during the period of gulf of
Campattu, which was discovered on the sea shores of Gujarat. Spices can improve the
palatability and the appeal of dull diets or spoiled food. Piquant flavours stimulate salivation
and promote digestion in tropical climate. On the other hand they can add sense of inner
warmth when present in cooked foods used in cold climate. In India, traditionally, spices,
formed a part of common man’s daily food.
2.2.1 GLOBAL SCENARIO
Within the past one decade, the international trade in spices has grown by
leaps and bounds. As estimated 500,000 tonnes of spices and herbs worth US $ 1500 million
are now imported globally every year. An impressive 46% of this supply comes from India.
India’s exports and spice extracts have made spectacular growth attaining over 50% of the
global market within a short span.
This remarkable achievement is a boon and a sea of change in the industry scenario.
2.2.2 INDIAN SCENARIO
India produces 2.5 million tones to 3 million tones of spices annually. India
produces spices of different categories worth around US$ 3 billion. In terms of volume, India
accounted for 46 percent and 23 percent in value of global spice trade. (Source: Spices Board
India) India accounts for 25-30 per cent of world’s pepper production, 35 per cent of ginger
and about 90 per cent of turmeric production. Because of the varying climate suitable for the
spice cultivation almost all spices are grown in this country. In almost all the 28 states and six
union territories of India, at least one spice is grown in abundance. No country in the world
produces as much variety of spices as India.
2.2.3 STATE SCENARIO
Among the Indian Federal states, Kerala tops in pepper (96 percent), Cardamom
(53 percent), Ginger (25 per cent) production in the country. Andhra Pradesh leads in Chilly
and Turmeric production in the country with 49 per cent and 57 per cent. In coriander, cumin
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and fenugreek production in the country, Rajasthan emerges as the largest producer with 63
per cent, 56 per cent and 87 per cent. The world spice trade is estimated at US$ 1.5-2 billion
in terms of value and 500,000 tonnes in terms of quantity.
2.3 INDUSTRY ANALYSIS
2.3.1 INDUSTRY KEY PLAYERS
The company has many competitors in the market because the condiments
industry it also small scale industry. So the company faces competitors mainly from three
different states like
Melam – Launched in 1992 by Dr Kurian John Melamparambil, Melam brand
products have become Household name. The Melam range is vast and includes a great variety
of preparations. The inspiration behind Melam is Padmashree Late Ms. Thangam Philip, the
world renowned food, catering and nutrition expert.
Double Horse - A visionary Shri. M. O. John, who brought about a great
revolution in the rice industry, Manjilas make about 20 varieties of rice and about 100
varieties of food products under the famous brand name DOUBLE HORSE.
3. ORGANIZATIONAL PROFILE
3.1 BACKGROUND AND HISTORY
The Eastern Group was founded by Mr. M. E. Meeran, chairman of the group,
nearly two decades ago. He started its activities as a business with a wholesale provision of
goods at Adimaly in 1969 named “Eastern trading company”. Eastern Coffee and Curry
Powder established in 1983 as a pioneer in the state to produce packed curry powders, coffee
powder and food products. Eastern Condiments was established in 1991, as an expanded
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form of Eastern Coffee and Curry Powder, and employing 150 employees as oppsed to 20
workers with the Eastern Coffee and Curry Powder.
The company exports its products to Saudi Arabia and the United Arab
Emirates for the past few years and now the company exports its products to various parts of
the world like Middle East, the U.K, the U.S.A, Australia, Germany etc.
The production at the initial period was only 100kg per day. In those days, the
process of production was enhanced from grinding to pulverizing and so the production could
also help to preserve the natural taste of the powder. As Eastern curry powder unit could not
meet the increased demand, establishment of Eastern Condiments with a production capacity
of 20 tonnes a day was a absolutely necessary. From the initial production capacity of 100kg
per day, now it produces around 78 tonnes per day.
The purity and freshness of Eastern Curry Powders made “Eastern” a house
hold name in India and abroad. Bringing high quality products every day at affordable prices
to the common man for his daily use is the ultimate goal of Eastern group of companies.
Treating the customers with commitment for quality at the right price in all products is their
formula for success.
In 1991, when Eastern Condiments was established, 100,000 Kg of sales was
registered. The company is the leading brands in India and second most popularized brand in
Kerala .The company hold 75% market share and it follows cash and carry method. The
company follows direct distribution and it has 86 routes. Now the company has 2500
employees and the last year turnover was Rs. 450 Cr. The company plans to attain the target
of Rs.1000 Cr by 2012.
3.2 VISION, MISSION, OBJECTIVES AND GOALS
VISION
Become the undisputed leader in condiments in India and also the preferred taste of
the average Indian household in 3 years.
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MISSION
To be the PREFERRED SUPPLIER:- Catering to the basic needs of the mass market
by providing products of outstanding value through the adoption of global standard and
innovative practice.
To be a PREFERRED EMPLOYER in the Industries:- By providing a challenging
work environment and also adding value to the employees through diverse exposure and
continuous education.
To be the PREFERRED BUSINESS PARTNER of all our stake holders, by providing
them with exemplary benefits.
OBJECTIVES
To provide good quality goods to the present and prospective customer so that
company can prosper more.
To have continuous availability of product of Eastern so that there shall not be any
shortage of goods in the market.
To give the customers delight that is giving more than what is expected by the
customer.
CORE VALUES
INTEGRITY : Delivery on commitment, professional and personal integrity, doing what is
promised.
RESPECT FOR OTHERS : Values Team's views, gives space for other ideas, values new
initiatives, customer orientation.
TEAM WORK : Working with the team, providing expertise when required, ability to adapt
to changing needs of business and team composition.
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LEADERSHIP : Taking initiative and ownership, ability to take team members together to
the company's goals.
INNOVATIVE THINKING : Ability to think and act beyond the obvious, achieving
excellence through varied initiatives.
3.3 PRODUCTS AND MARKETS
Eastern processes and manufacture Spices and blended spice powders. Spices are
procured from the finest plantations in Kerala, India.
DIRECT POWDERS
TURMERIC POWDER CHILLI POWDER CORIANDER POWDER BLACK PEPPER POWDER
DIRECT SEEDS
MUSTARD CUMIN BIG JEERA MEETHI
BLENDED CURRY POWDER
RASAM POWDER SAMBAR POWDER PICKLE POWDER FISH MASALA CHICKEN MASALA MEAT MASALA BIRIYANI MASALA GHARAM MASALA KABAB MASALA