Project at DB

Organizational study at DOUBLE HORSE

INTRODUCTION

1MES College Marampally,Aluva


INTRODUCTION

A family enterprise Manjilas group has flourished

under the administration of three generations of entrepreneurs. A visionary

who brought about a great revolution in the rice industry. An entrepreneur

who started the first rice vending outlet in 1959 and laid the foundation

stone for Manjilas group,as we know it. He was the founder general

secretary of the Vyapari Vyavasayi Ekopana Samithi (a merchant’s

association), and president of the Commerce , Thrissur Manjilas group

salutes the late Mr. M. O. John .Ever since its inception in 1959 . Manjilas

group has remained steadfast to its unswerving commitment to keep alive

the rich traditions of Kerala cuisine, redolent with a multitude of flavours

and fragrances. Thanks to the wide vision of the great man .Manjilas make

about 20 varieties of rice and about 100 varieties of food products under the

famous brand name ‘DOUBLE HOURSE’.

Manjilas food products were founded in the year 1995. As

today’s life style has changed tremendously ,there has been a wide change

in the eating habits of the people.Keeping this aspects in mind Manjilas

food products has entered to the changing taste appetite of the consumers.

The unit produces various rice based value added products ,instant mixes,



ready to eat products etc. in the famous brand name ‘DOUBLE HOURSE’.

Today Manjilas is certified ISO 9001-2000 for quality standards.

New corporate vision To became a leader in the global instant

foods category and an indispensable part of every Malayalee household

across the entire globe. It is with a great deal of pride that we look back

upon the trail that DOUBLE HOURSE has blazed in the instant foods

category .Our commitment to our pioneering efforts have indeed paid

fruitful dividend and today ,we to the future with eagerness. In keeping

with the fast changing functions and fundamentals of our industry, we

proudly present our new corporate vision to re-iterate to the world, our

keen focus on innovation, expansion and success. In the words ,of the

Mahatma, “ We must became the change we want to see.”

While most enterprises market a single brand of rice,

DOUBLE HORSE takes customization to a higher plane. Be it a weaning

baby or an aging geriatric, DOUBLE HORSE offers a range of over 20

varieties of rice to meet every culinary / cultural / festive / taste

requirement. DOUBLE HORSE has an excellent marketing network that

extends across the length and breadth of the country and has substantial

inroads into the Middle East, US and European markets.



There by ensuring a steady supply and regular distribution of DOUBLE

HORSE products.



INDUSTRY PROFILE



INDUSTRY PROFILE

Fast moving consumer goods are the products that are sold quickly

at relatively low cost, though the absolute profit made on FMCG products

is relatively small they generally sell in large quantities, so the cumulative

profit on such products can be large. Examples FMCG generally include a

wide range of frequently purchased consumer products such as toiletries,

soap, cosmetics, teeth cleaning products, shaving products and detergents,

as well as other non-durables such as glass ware, light bulbs, batteries,

paper products and plastic goods. FMCG may also include pharmaceuticals

consumer electronics packaged food products and drinks although there are

often categorized separately.

. PRESENT STATUS OF THE INDUSTRY

The Indian FMCG sector with a market size of US $ 13.1 billion

is the fourth largest sector in the economy a well established distribution

network, increase competition between the organized and unorganized

segments characterize the sector. FMCG sector is expected to grow by over



60% by 2010 that will translate into all annual growth of 10% over a 5 year

period. it has been estimated that FMCG sector will rise from around

Rs.56,500 cores in 2005 to Rs.92,100 cores in 2010 hair care, households

care, male grooming, female hygiene, and the chocolate and confectionery

categories are estimated to be the fastest growing segments, says HSBC

report.

FUTURE SCOPE OF THE INDUSTRY

With the presence of 13.2% of the world population in the

villages of India, the Indian rural FMCG market is something no one can

overlook. Increases focus on farm sector will boost rural incomes. Hence

providing better growth prospectus to the FMCG companies. Better

infrastructure facilities will improve their supply chain. FMCG sector is

also likely to benefit from growing demand in the market, because of the

low per capita consumption for almost all the product in the country,

FMCG companies have increase possibilities for growth. And if the

companied are able to change the mind set of the consumers, i.e. if they are

able to take the consumers to branded products and offer new generation

products, they would be able to generate higher growth in the near future, it



expected that the rural income will rise in 2017, boosting purchasing

power in the country side. The Current Scenario

The change in the social formats has led to the development of

modern retail outlets, mainly in the southern parts of the country. Chennai,

Bangalore and Hyderabad are developing as the hub of organize detail in

India. The culture is spreading to the other parts of the country too, with the

western and northern parts of the country too providing good opportunities

currently.

Different players are trying out different formats. A successful

fully Indian or ‘Swadeshi’ model in Indian retailing is yet to be developed.

The models, which are highly successful in certain areas of the country, are

able to achieve only moderate success in certain other areas. The major

formats being followed for organized food retailing in India are:

Supermarket: Relatively larger-low cost, low margin, high

volume, self service operation designed to serve total need for food,

laundry, and household

Maintenance products. E.g.: Food World, Nilgiris, Shoppers

Stop



Discount Store: Standard merchandise sold at lower prices with

lower margins and higher volumes. True

Discount stores regularly sell merchandise at lower prices and

mostly national brands. E.g. Margin Free Markets, Subhiksha

Fresh Product outlets: Outlets selling fruits and vegetables in

value-added packing. These outlets generally cater to the higher segment of

the society.

E.g. Namdhari and Safal

Specialty Stores: Narrow product line of an individual food-

processing firm. E.g. Haldirams, MTR

Convenience Store: Relatively small store located near

residential area, open long hours seven days a week, and carrying a limited

line if high-turnover convenience products at slightly higher prices. E.g.

Outlets near petrol pumps, cinema halls etc.

Off-Price Retailer: Merchandise bought at less than regular

wholesale prices and sold at less than retail. The change in the social

formats has led to the development of modern retail outlets, mainly in the



southern parts of the country. Chennai, Bangalore and Hyderabad are

developing as the hub of organized retail in India. The culture is spreading

to the other parts of the country too, with the western and northern parts of

the country too providing good opportunities currently. Different players

are trying out different formats. A successful fully Indian or ‘swadeshi’

model in Indian retailing is yet to be developed. The models, which are

highly successful in certain areas of the country, are able to achieve only

moderate success in certain other areas.

The major formats being followed for organized food retailing

in India are:

Curry powder is a mixture of spices of widely varying

composition based on South Asian cuisine. Curry powder, and the

contemporary English use of the word curry are Western inventions and do

not reflect any specific Indian food. The word curry is widely believed to

be a corruption of the Tamil word Kari, meaning something like sauce, but

it may instead be derived from the French cuire.



In the western world curry powder mixtures tend to have a fairly

standardized taste though a great variety of spice mixtures are used in

Indian cuisine.

Curry powder was largely popularized during the nineteenth and

twentieth centuries through the mass exportation of the condiment to the

western table, throughout Europe and North and South America. Curry

powder did not become standardized, as many of the original blends of

curry powder were still available throughout the world. The late 1960s and

early 1970s saw a large increase of Indian food consumption in the west

and internationally. This led to an increase of Indian restaurants throughout

the world. The tradition of keeping special blends of curry powder simply

became uneconomical, and curry powder became increasingly standardized

outside India.

Indian cooks often have readier access to a variety of fresh

spices than their foreign counterparts. Some curry cooks will have their

own specific mixtures for different recipes. These are often passed down

from parent to child

Ingredients



Most recipes and producers of curry powder usually include

coriander, turmeric, cumin, fenugreek, and red pepper in their blends.

Depending on the recipe, additional ingredients such as ginger, garlic,

asafoetida, fennel seed, caraway, cinnamon, clove, mustard seed, green

cardamom, black cardamom, mace, nutmeg, long pepper, and black pepper

may also be added Masala used in South Asian cuisines (including Indian,

Bangladeshi, and Pakistani cuisines) to describe a mixture of spices. A

masala can either be a combination of dried (and usually dry roasted)

spices, or a paste (such as vindaloo masala) made from a mixture of spices

and other ingredients—often garlic, ginger, and onions. It is used

extensively in Indian cooking to add spice and flavor.

SPICES

Chilly

Unlike most other tropical spices, chilies are easy to cultivate

and hence are cultivated in almost all the parts of the world, especially in

the regions with tropic climate. Among the main producers of chilies India

has an important standing.

Chilies were first brought to Europe during one of Columbus’

expeditions but they did not meet much interest because black pepper

seemed a much more promising culinary. However in Spanish and



Portuguese colonies chilies did find a place Chilies were and within a few

decades chilies became a fixed part in the daily diet of nearly all peoples in

South and South East Asia.

One of the reasons for chilies being adopted more easily than

any other spice was the difficulty that the farmers had in growing other

pungent spices as they were expensive and difficult to cultivate. Chilies as

compared to other spices were easy to cultivate and hot and humid climate

in tropical regions, glowing hot desert of Northern India and extreme cold

and dry seasons of the Himalayas in Tibet were perfect for its growth.

Among all the species of chili only five species of genus Capsicum are

cultivated, and the most important species economically is Capsicum

Annuum besides Capsicum frutescent that includes the Tabasco chili and is

the most famous of all hot chilies.

In Northern India, as well as in Central Asia, chilies are used

dried mostly. They are sold whole or ground at the market and the

intensively fiery, intensively colored and intensively aromatic. In India,

chilies from Kashmir (in the North west of India) have the best reputation

and chilies are considered to be the universal spice of India. In India the



states of Andhra Pradesh, Orissa, Maharashtra, West Bengal, Karnataka,

Rajasthan and Tamil Nadu are the major chili producing areas and no

country in the world has so much area and production of chili as India.

Chilies have two important commercial qualities, as some

varieties are famous for red color because of the pigment Capsanthin while

others are known for biting pungency attributed by capsaicin.

While consumption of chili is the highest in India, maximum

export is also from this country and India made the record export of 51,900

tonnes of dry chili in 1996-97.

Indian chili and its products are brought by a number of

countries. Important among them are Sri Lanka, Bangladesh, South Korea

and USA for dry chili and USA, Germany, Japan, UK and France for

oleoresin. Originated in central Asia, garlic is today one of the famous spice

of the world and after being cultivated all over the world it met enthusiastic

approval. Garlic finds its mention in the Bible and in the ancient Egyptain

times when they were fed to the pyramid builders daily and as food for the

Hebrews during their sojourn in Egypt. Even the Roman period had

garlicas a common spice and it was extensively used from India to East

Asia even before the Europeans arrived there. After the Age of

Exploration, garlic spread rapidly to Africa and both Americas.



Garlic is hardy bulbous annual, with narrow flat leaves a

pungent and acid flavor and acknowledged medicinal value. The entire

blub (‘cloves’) is without odor but once cut or bruised, they produce an

intensely strong odor.

In parts of Austria, salads are prepared with vinegar, oil and

minced garlic. In the Mediteranean sauces raw garlic has wide usage. In

Greece, Greek Skordalia, a paste made from cooked potatoes and raw

garlic whereas in Turkey, Turkish Cacik sauce is made from plain yogurt,

shredded cucumber, peppermint and garlic. In Vietnam garlic is served

with almost all preparations. Garlic is taken as pickles and as important

ingredient vinegar. Herbal vinegar is commonly made with one or two

garlic cloves per liter vinegar. Usage of fried or cooked garlic is, however,

much more common. Garlic is used in vegetable, meat and poultry dishes,

especially in casserole, stew and marinade. Garlic oil finds use in

readymade spice – mixes, pharmaceuticals and disinfectants.

It is believed that garlic is used for keeping away vampires

and has its mention in the famous novel of Count Dracula.

Garlic is cultivated in India in the states of Poona, Nasik,

Madurai and Jamnagar. Besides garlic powder and dehydrated flakes,



India also exports oil and oleoresin with all constituents intact but without

its pungent odor.

Ginger

Serving the purpose of a taste-maker, an appetizer and a drug,

ginger is known as one of the earliest Oriental spice in Europe and has been

cultivated in India as a fresh vegetable and marketed as a dried spice since

time immemorial. Ginger was an important spice during the Roman times.

During the last centuries of the Middle Ages and the Renaissance, ginger

was used to flavor true beer. i.e. the alcoholic beverage obtained by

fermenting malt.Originally from Central Asia, today ginger is cultivated in

all the tropical and subtropical Asian regions, Brazil, Jamaica and Nigeria.

Raw ginger is popular in South East Asia. In India ginger tea prepared by

cooking slices of fresh ginger for a few minutes, is taken as a spicy and

healthy drink to get relieved form cold and cough.

The fresh, dried or powdered rhizome of a slender perennial

herb, Indian ginger is acclaimed worldwide for its characteristic taste,

flavor & texture. Ginger is cultivated as a cash crop in Africa and Latin

America and its drink known as Ginger ale is very popular in USA. Like

root beer the ginger soft drink is not fermented beer but simply sugar,

ginger extract and carbonated water.



India offers ginger in a variety forms like, oils, oleoresins,

fresh ginger in brine, pickles, candies and syrups, garbled/ungarbled,

bleached/unbleached and powder form. Though grown all over India, the

finest quality ginger is grown in Kerala. Indian dry ginger is known in the

world market as ‘Cochin Ginger’ (NUGC) & ‘Calicut Giner’ (NUGK).

India has a predominant position in ginger production and

export. The principal buyers are the Middle East, USA, the UK and the

Netherlands.

Tamarind

Literally meaning the Arabic tamr hindi of “date of India”,

this spice is originally from Eastern Africa, but now is being cultivated all

over the tropics and is a much-valued food ingredient in many Asian or

Latin American recipes. The fruit of a tropical tree, tamarind is an

indispensable spice in most south Indian kitchens.

Tamarind is actually the fruit pod produced by tall, semi-

evergreen tree grown primarily in India. The beans and pulp within the

food are virtually no smell, but is has an extremely sour taste. Tamarind is



available in whole pods, a compressed block, paste or concentrates and is

most likely to be found in Asian markets.

The pulp is sold dry and needs to be soaked before usage.

Tamarind is taken as basis for spicy and sometimes sweet used to marinade

meat or soybean cheese before frying. In peninsular Southeast Asia

(Vietnam and Thailand), the pods are preferred unripe and used in tart

soups or stews. These cannot be dried without aroma change.

India is the only producer of tamarind on a commercial

scale. A large part of India’s production of tamarind is exported to West

Asia, Europe and America, where it is used for food specialties like

Worcestershire sauce. It is used as the equivalent to lemon juice in India

cuisine, but is also used extensively in Asian cooking. It is often used to

make juices, soups, chutneys and bean dishes.

Available in the form of pulp and juice concentrates it is

used mainly for the preparation of cool drinks, seafood and a range of

sophisticated cuisine. Fresh tamarind can be stored at room temperature,

but should be used within a few days of purchase. Tamarind concentrate

can be kept in an airtight container in the refrigerator for several months.

Turmeric



The use of turmeric dates back nearly 4000 years, to the

Vedic culture in India, when turmeric was the principal spice and also of

religious significance. Turmeric is also sometimes called ‘Indian saffron’

because of its brilliant yellow color and Indian turmeric is considered the

best in the world.

India alone produces nearly the whole world’s crop of

turmeric and uses 80% of it. In today’s India, turmeric is added to nearly

every dish be it non-vegetarian or vegetables. Turmeric is part of all Indian

curry powders and due to Indian influence, turmeric made its way to the

cuisine of Ethiopia. In South East Asia, the fresh spice is much preferred to

the dried.

Turmeric root is very similar in appearance to gingerroot,

except that, once peeled, is bright yellow in color. Turmeric is more

commonly found and used in powdered form and is often used in place of

saffron, more for it’s color than flavor which is earn and peppery.

Turmeric is most often used in curries, but is also used in chutneys, rice

and vegetables dishes.

Turmeric powder should be kept in an airtight container and

stored in a cool dry place. It is not advisable to make fresh turmeric

powder or paste as it is extremely hard to grind. India today is the largest



exporter of turmeric to countries like the Middle East, the UK, USA and

Japan.

Some of the well-accepted varieties are ‘Alleppey Finger’

and ‘Erode turmeric (from Tamil Nadu), ‘Rajapore’ and Sangli turmeric’

(from Maharashtra) and ‘Nizamabad Buld’ (from Andhra Pradesh).



COMPANY PROFILE

COMPANY PROFILE

Manjilas rice saga began from the humble environs of the rice

bazaar, Thrissur which is the cultural capital of Kerala. It was here late Sri.

M.O. John started his rice vending outlet in the year 1959. He was a

visionary who brought about a great revolution in the rice industry. He was

the founder general secretary of Vyapari Vyasai Ekopana Samithi, as

association of the business community of Kerala. He was also president of

Chamber of Commerce, Thrissur (1993-2000).Thanks to the wide vision of



this great man, Manjilas make about 20 varieties of rice and about 100

varieties of food products under the famous brand name Double Horse.

Today Manjilas is the first ISO 9001:2000 which has 6

manufacturing units, employing more than thousands of people. These

units use the state of the art imported technology. A strong R & D

department and special development kitchen has helped to launch many

innovative products giving novelty to the customers taste and appetite.

HISTORY OF THE COMPANY

When M.O John started Manjilas mill in 1959, he had the

only intention of providing the pure rice to malayalees. Years ago the

ancestors of M.O John were dedicated to deliver rice for the Royal family.

They were doing these processes through buying raw rice from agriculture

farms and making transform raw rice to rice.They gave importance to

quality because they have to deliver the rice to the royal family. Now,

there were no ruling and Manjilas give that much importance to quality.

In the ancient time M.O. John’s father commenced rice

trading and started it as a business. By starting his own rice mill M.O. John

gave an introduction to the rice industry in Kerala. By starting a modern

rice mill in 1976 he brought up his business in a new turning point.



Innovation should brought up in the business but don’t be over aggressive.

This was his concept about business. Rice being an inevitable food item he

had the vision that rice should be available in at ordinary rate and for the

growth of business he was not ready to raise the price.

Manjilas introduced branded rice in the market. By

introducing rice powder in 1994 they started differentiation of products. In

the olden days the keralites have been buying rice from the shop and after

washing it they gave it to the mill for getting rice powder. Because of

these, all market analysts were having the doubts regarding the success of

the rice powder from Manjilas group. But within 6 months Manjilas got a

favourable reply from customers. After rice powder, by introducing idli

mix, dosa mix, easy palappam and instant idiayappam, Double Horse can

lead the market according to the needs of the society.

Food processing industry is one of the fast changing industry in the world.

To utilize the opportunities out of the changes. Manjilas used product

innovation and regular research. The children of M.O John implemented

the new technologies in rice industry and they brought at rice industry into

new meaning. Now they are leading with their father M.O John’s long

perceptiveness and insight. After the death of M.O John, Double Horse

products entered into diversification under the able guidance of his sons.



Now, the research and developments department are working continuously

for developing new products.

.

.RESEARCH & DEVOLOPMENT

Double Horse food products have well established R&D

Department involved in the development of traditional as well as

innovative products, giving novelty to the customer’s taste and appetite. As

a part of the golden jubilee year (2009), the company aims in launching 50

new products with prime importance for Ready to Eat food products and

Masala mixes. DOUBLE HORSE emphasis on maintaining strict quality

parameters that involves the following detection of:

Total bacterial count

Total fungal count

Coli forms

Detection of pathogens like E.coli, Staphylococcus,

Salmonella, Bacillus, Listeria, Clostridium etc...

VISION OF THE COMPANY



To became the leader in the food industry.

MISSION OF THE COMPANY

To make every malayalee in India a Double Horse customer by the

year 2008.

To make every malayalee in the world Double Horse customer by the

year 2010.

POLICY AND OBJECTIVES

The intention of the company is to provide a suitable, safe

and healthy working environment to each employee of Majilas group. As

the policies are the plan of actions, organization needs to evolve personnel

polices as they ensure consistency and uniformity in treating people. They

help to motivate and build loyalty. Policies become benchmark to compare

and evaluate performance. A policy is more specific and commits the

management to definite course of action.



QUALITY POLICY

Manjilas is committed to give total satisfaction to their

customers through continuous improvement of products, processes and

distribution.

QUALITY ASSURANCE

Right from the purchase point to the sales there are quality

checks. They also believed that “a good output depends up on good input”.

Company personnels travel extensively through the paddy fields during the

harvest season and great care is taken to see that only the best available

paddy is purchased. The paddy purchased is properly dried and stocked in

paddy go downs.

CERTIFICATIONS

Manjilas is the first ISO 9001:2000 certified rice mill in

Kerala. The company has also been certified with ISO 9002.

RECENT DEVELOPMENTS

In today’s throat competition it’s a great note that

Manajilas group is shining brighter day to day. Even though they have

started building their selves in the overseas market. Slowly they are on the

fastest track of development. Now the time is not far away for Double



Horse to gallop in the very near future, the export development will get the

utmost concentration from management as well as from the production

department.

Now, just have a look at the overseas market, they had

representations in Bahrain, Jeddah & Dammamm (KSA) Kuwait, Qatar and

UAE. They appointed distributors for unrepresented areas such as Riyadh

(KSA) and Muscat. They were able to introduce a number of products in

the over seas market. Last year they made a sale of Rs.150 Crore.

DOUBLE HORSE RICE BRAND

The DHR & Rice products are quiet familiar to the people

of Kerala which shows that his brand is positioned as a sign of quality and

perception. The unique selling proposition of the company itself is ‘the

taste of Keralites’.

In Kerala, the brand was launched in 1954 since then no

other company was in the field till 1956. In 1965 they started a

mechanized mill to cater the need of Keralities.



There are about 350 retail outlets of Manjilas brand. The

retailers are paid as commission of 2.5 per cent on the sales. The marketing

network of the company is also elaborated. The retailers can order the

commodity through telephone or any other mean and the order will be

processed and delivered to the retailers as early as possible. Thus we can see

that the company has got strong supply chain management backed by all the

modern infrastructure facilities.The company’s main objective is to improve

the quality from time to time. Their vision is to become the market leader

in the industry. Keeping these aspects in mind, Manjilas food products have

started to cater the changing taste and appetite of the consumers. Manajilas

group have 50 years of experience in rice industry. Their core business is

rice and rice

based products marketed under the brand name of ‘Double Horse’ which is

the first brand introduced in rice and rice products in Kerala.

Double Horse has over 20 varieties of rice. The company with a

turnover of Rs. i0 Cr. and with a market share of nearly 20.5 Manjilas currently

touches 20 lakh households through 5000 plus retail dealers worldwide.

PRODUCT PROFIE



DOUBLE HORSE is celebrateing its "Golden Jubilee Year"

in 2009. In 50th Golden year, planned to launch 50 New Food Products by

the end 2009. New products includes- Blended Curry Powders, Spice &

Condiment Powders,Ready to Eat (RTE),Ready to Cook(RTC),Instant Mix,

VegetablesinBrineetc.

RICE

Ponni rice

Raw rice meals

Jyothi matta

Single matta

Idli rice

Ghee rice

Matta broken

Cherumani

Jaya rice

Rose mutta

Payasam rice

RICE POWDERS



White puttu podi

Chemba puttupodi

Rosted pathri powder

Dosa mix

Idli mix

Roasted white rice powder

HEALTH PRODUCTS

Double horse health mix is a highly "Nutritious

Porridge".Also easy to cook, very healthy as it is enriched of various macro

and micro nutrients, it will be a complete break fast and a balanced diet for

all age groups.

Samba puttu podi

Ragivita

Instant giner coffee

Banana powder



Samba broken wheat

Corn puttu podi

INSTANT FOOD VARIENT

Palappam mix

East palappam

Uppma mix

Idiyappam

CURRY MIXES

Chicken gravy mix chicken biriyani mix

Kerala chicken curry mix

Sambar mix

Kerala fish curry mix

Spices

Tamrind paste garlic paste

Ginger paste



READY TO EAT PRODUCT

Double horse RTC is 100% Natural & Sterilized. Since

RTC are free from bacteria will have a lasting shelf life. No artificial

preservatives and chemicals are added. Its completely safe & delicious to

consume.

Aval

Avalose

Crunch flakes

INSTANT SWEET DISHES

Roasted vermicelli

Semiya payasam mix

Palada payasam mix

PICKLE / CHAMMANTHY

Coconut chammanthy powder



Bitter gour pickle

Mango pickle

Hot and sweet lime date pickle

Dates pickle

Gooseberry pickle

Ginger pickle

Lime pickle

Garlic pickle

Mixed vegitable pickle

Tender mango pickle

White lime pickle

Chicken pickle

Mean pickle

Prawn pickle

Squid cutlet fish pickle

Fish pickle

DOUBLE HORSE OATS

Launched in the month of February. It is ideal for Quick

cooking, Rich in Fiber and Easy to Digest. Double Horse Oats are healthy

and a complete break fast to start your day, the right way.



DOUBLE HORSE CHAKKAVARATTY ,

Double Horse RTE is 100% Natural & Sterilized. Since RTE

are free from bacteria will have a lasting shelf life. No artificial

preservatives and chemicals are added. Its completely safe & delicious to

consume.

MILESTONES

Kerala’s modern rice mill

It is the first rice mill which has branded rice product.

It is the first rice mill which has implemented LSU driver from USA.

It is the first rice mill which supply product free from adulteration.

First rice mill which has introduced sortex machine from England.

First rice mill which has introduced SATAKE machineries from Japan.

First rice mill which has introduced Bubbar machineries from Buhler in

Germany.



First rice mill which has received ISO 9002 certification for quality

standards.

It is the first rice mill which has introduced repacking system.

It is the first rice mill which has supplied flours of different varieties of

puttu podi, appam podi etc.

It is the first rice mill which has marketed food products from

Manjeshawaram and parasala.

It is the first rice mill which has received ISO certification and still

maintaining it.

ORGANISATION CHART35

MES College Marampally,Aluva



Board of directors

Managing director

Finance &HR

director

Production

director

Marketing

director

Finance GM Marketing GMProduction

GMProduction

manager

Marketing

&sales manager Finance

manager

quality

&production

manager

Area manager Senior

accountant

executives accountants

supervisor


PURCHASE DEPARTMENT


workers


PURCHASE DEPARTMENT

The main duty of this department is to verify the purchase order

quantified and value of the bill or movie at store for correct address or

quantity .Checking a number of packages received and acknowledges the

bill. Preparation of daily material receipt and inform to lab authorities for

inspection. After getting the inspection report is should be entered in to the

stock register.

Mode of purchase

1. Centralized

2. Seasonal

3. Maintains minimum stock



company have many permanent suppliers inside and outside the

state. Raw materials purchase from different places according to the price

and quality. They give purchase order to the suppliers according to the

purchase request. The suppliers bring materials directly to the factory. After

the delivery of goods the quality of the material will be check , if

there is any damage it will return back to the suppliers, Payment should be

done after the delivery and quality checked. Payment should be in the form

of either cash payment or demand draft. Sometimes advanced payment also

given suppliers in credit system

DIFFERENT TYPES OF FORMS

Following are the some of the forms use in the purchasing department

Purchase order

Supplier evaluation form

Quotation forms

Agent will give the quotation which depends on the rate and quality.

Period of purchase



Purchase is done both in the season and off-season according

to the production needs. So any of the shortage of raw materials may not

affect the production.

Grading of materials

Mainly quality products will export and rest sell in the market,

company providing offers seasonally for sales promotions like Onam ,

Vishu , Christmas etc…



PURCHASE DEPARTMENT


Deputy general manager

Senior manager

executives


PRODUCTION DEPARTMENT




Production is the functional area responsible for turning inputs

into finished outputs through a series of production process. The production

department is responsible for making sure that raw materials are provided

and made into finished goods effectively. Production manager must make

sure that work is carried out smoothly, and must supervise procedures for

making work more efficient and more enjoyable.

Production process

Complete production process is done with the help of machine

and operated by skilled people .Department will set the standards and

targets for each section of production process. The quality and quantity of

the products coming off a production line will be closely monitored.

Quality will be monitored by all employees at every stage of production,

after completed the production quality control department will ensure the

quality of the product, quality is the peculiarity of the DOUBLE HORSE

products. Company creates better working conditions for the employees



and there are around 1200 employees working under the guidance of 10

supervisors.

PRODUCTION PROCESS





The complete production process is done with the help of manual machine

and operated by skilled people. The company will check the quality of the

machinery at regular intervels for the smooth running of the production.





General manager

Senior production manager

Mill manager

Supervisor

workers


MARKETING DEPARTMENT




Marketing involves a range of processes concerned with

finding out what consumers want , and then providing it for them,

’DOUBLE HORSE’ company doing the same thing. The marketing

department will seek to make sure that the company has a marketing focus

in everything that it does. It will work very closely With production to

make sure that new and existing product development is tied in closely

with the needs and expectations of the customers.

DOUBLE HORSE has an excellent marketing network that

extends across the length and breadth of the country and has substantial

inroads into the Middle EAST,USA , and European markets . There by

ensuring a steady supply and regular distribution of DOUBLE HORSE

products. DOUBLE HORSE has created and produced a stunning range of

over 100 instant , ready to cook and ready to eat products that replicate

authentic Kerala food ,with an excellent marketing .

Manjilas introduced branded rice in the market , because is an

inevitable food item in the Kerala. They introduced rice powder , idli mix,

dosa mix, easy palappam, and instant idiyappam , into the market

according to the needs of the society. They introducing right products, at

right price, at right place with a suitable brand name DOUBLE HORSE.



Marketing is classified into three types they are :-

Domestic

National

Inter National

The main competitors of DOUBLE HORSE

EASTERN

ELITE

NIRAPARA

ANNS

MELAM

SARAS

MOHANLAL TASTE BUDS

EASTERN is the main competitor of the DOUBLE

HORSE company because EASTERN products are more consumed by the

people

than DOUBLE HORSE, but their products getting more demand inside

Kerala than outside. DOUBLE HORSE has a centralized marketing



department with its head office at Nellikkunnu for controlling all the

marketing activities for all products of the company.

Advertisement

T V advertisement

Press advertisement

Brochures catalogs

Leaflets and diaries

Personal gifts

Display boarding

Marketing strategies

Accurate delivery

Better quality

Reasonable price

DOUBLE HORSE make a good relationship with their

consumers. After sales they offering replacement guaranty to the

customers. DOUBLE HORSE has a customer care service centre to solve

the problems of the customers. Company conducting surveys to get the

feedback from the customer.he company allowing one week credit system

to the buyer




HUMAN RESOURCE DEPARTMENT

Human resources are most important and vital aspects of an

organization as the productivity of all other resources depends upon people.


General manager

Senior marketing manager

Regional manager

Area sales manager

executives


The Human resource department is responsible for recruitment ,selection,

placement training, performance appraisal, promotion and separation.

Recruitment, training and appraisal

Double Horse recruits its man power resources through

recruiting agencies and advertisements in leading news papers. The other

sources are from reference service, relatives of employees and from

apprentices. Recruitment is done by the G.M of HR department .Training

of six months is given to all workers for developing their skills. This helps

to avoid the wastage of time .Double horse follows checklist method for

performance appraisal ,this is done in every six months .Office staffs are

appointed on the basis of their experience and educational qualification.

Wages and salary administration

Wages include all recommendation payable to an employee in

respect of his employment. Wages also include over time remuneration,

boneus, gratuity ,pension, provident fund, contribution by employee etc.

Section schemes

Meeting should be done periodically.



Management review meeting should be conducted once in three

month

Worker and staff meeting should be conducted once in a month.

Distributors meeting are also conducted once in a month.

Workers participation in management

Representative of worker are attended for management

meeting ,they can directly contact with the manager at any time.

Record keeping by the department

Personal file: The department keeps separate personnel file for

each worker an employee whom permanently employed.

Leave register

Insurance records: Insurance record of human resources and the

factory premises are kept and adopted by personnel department.

Salary and wage card



Others : Personal department keeps all the record related with the

factory licensing with all level of government and local

authorities.

Marriage fund

Interest free loans .20000 are being given to the employees in

the event of marriage

Safety

House keeping activities are arrived out on a continuous basis .A part

from the statutory compliance ; a safety committee is effectively working

Social activities

The company takes care of the needs of the local people with the

consideration .The includes construction of buildings ,waiting shed,

donation to various charitable organizations, uniforms and books for pure

childrens etc.

Shifts in DOUBLE HORSE



Shift 1 : 8am - 4pm

Shift2 : 4pm - 12pm

Shift3 : 12pm - 8am

Staff time : 9am - 5.30 pm

Employees : 1200

HR DEPARTMENT




HR manager

Senior personnel officer

Officers


FINANCE DEPARTMENT



FINANCE DEPARTMENT

The finance department look after the entire function of the

company. The major source of the fund is capital and reserve surplus, This

department has to raise necessary funds ,manage them, prepare finance

budgets and administer its working capital .The office supplies necessary

data to finance and carry out its function effectively .It makes the

formalities for public issue capital, maintains records for helping the

finance manager to access the appropriateness of capital structure .It

provides the data for the preparation of the budgets and various financial

statements .The accounting function of the department includes the

preparation of trial balance on yearly basis. They also prepare managerial

reports regarding expenditure of travelling ,postal ,telephone and courier

transactions.

The accounts are prepared on the basis of several schedules. In

2010 company earned turnover of 150crores, performance with the past it is

profit, the net profit of the year 2010 was in profit of more than 50 crores

as against the previous years.



ACCOUNT POLICIES

The Financial statements are prepared on historical cost and

convention

All fixed assets are stated at cost adjusted by revalution in case of

certain land ,building ,plant& machinery and electrical installation,

less accumulated depreciation

Long term investments are stated at cost less provision.

Values of fixed assets are revalued by technicians.

Valuation of investments is done at cost.

Progress of spare packing materials

Depreciation is done as per the companies act 1956.



FINANCE DEPARTMENT


GM

Finance manager

Senior executives

Accountants


Findings

Most influencing factor of popularity of the product is quality,

price and package influence and also credit period.

The main factors influencing to the people are taste and minimum

quantity.

Most preferred packaging is 100g in the case of masalas.

Advertisement is the most important promotional method next is

through sales counter.

People satisfied with the periodical offers of the company.

Advertisement and quality is the best promotional methods for

creating brand image. High grade quality and good advertisement

is necessary for a new product

DOUBLE HORSE has an excellent relationship with the

customers



Suggestions

Replacement facility is the best way to attract the people.

Keeping high grade quality and making good advertisement are the

best methods for improving a new product.

Don’t dump the product in to the shop.

Make a good relation with shop keepers and the executives

If we keep good quality people will select the Double Horse

products.

Keep the brand loyalty; it will make a good result in the market.

For improving popularity of the product, factors such package,

price, availability and credit period are to be keeping in mind by

the Double Horse. This is become, the above factors are important

for improving popularity.

100g is the most suitable pack.

Advertisement is the most suitable tool for catching people mind.

So it is better for product promotion through advertisement.



SWOT ANALYSIS

Strength:

Latest technology

Quality of the product

Established market

Strong finance

Experience in the industry

ISO-9002 certification

Weakness

Weak marketing

Average level of customers satisfaction

Average level of quality



Opportunities:

The company can became the leader in the food industry

Expanding exports

Threats;

Highly competitive field

Rising prices of raw material

CONCLUSION



The organization study conducted at DOUBLE HORSE was

very interesting and I was able to gain more knowledge . Also I was able to

understand the practical side of the theories .The company to be a

significant player in the medium, fine and superfine segment in the world

food industry and is continuously innovating new value added instant

mixes. With utmost respect to human values ,company served its human

resources with integrity , through a variety of services by suing appropriate

training ,motivation techniques and employee welfare activities.

BIBLIOGRAPHY

www.manjilas.com



Records maintained in each department

Double horse magazines
