Ramdev Supply Chain

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Supply Chain Assignment no-2

Presented by,Gupta Akta S.M.F.Tech- 2nd semBatch: 2011-13NIFT, Gandhinagar

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

GANDHINAGAR

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ContentsAbout Company Company Profile

Vision & Mission

History

Recognition

Organisation Structure

Organisation Structure Of Marketing Dept.

Infrastructure

Products

Competitors

5 Force Model

Supply ChainIn Gujarat

Out Of Gujarat

Drivers of Supply Chain - Facilities - Inventory - TransportationIndian Market of Ramdev

International Market of Ramdev

Data Collection

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Name : Ramdev Food Products PVT LTD

Location : Spice World

Sarkhej-Bavla Highway

Changodar- 382213

Dist. Ahmedabad

Gujarat, India

Contact : +91-2717-304200

Website : www.ramdevfood.com

Business Type : Manufacturer, Exporters

Staff : Above 1000 employees

Distributors : Above 900

Retailers : Around 90,000

Company Profile

Logo

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History

1963: A family owned business incorporated by Mr.Rambhai Patel in Ahmedabad

as a flour mill

1972: Then he started selling its own grinded spices on order.

1989: Incorporate as Private Limited Company with name “RAMDEV”.

1991: Company successfully launched Instant mix, Asafetida, Blended

spices and Pickles' masala thereafter.

1992: Introduced a various range of garam masala and initiated Exporting.

1994: Expanded market out of Gujarat.

1999: Entered in whole spices business.

2001: Introduced “EKAT FOOD” in USA.

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Vision : “Reaching Customers Heart Through Quality”

Mission : “A Promise Of Purity And Freshness”

Vision & Mission

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Recognition

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MANAGING DIRECTOR

JOINT MD

DIRECTOR

HR MANAGER

Organisation Structure

STORE CLERK

DISPATCH CLERK

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CHAIRMANMANAGING DIRECTOR

General Marketing Manager

MANAGER

Area Sales Manager

Sales Executive

Sales Supervisor

Sales Representative

Organisation Structure Of Marketing Dept

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Infrastructure

State-of-the-art technology and the finest machinery

Wealth of experience in manufacturing and processing

Spread over a sprawling 37,000 sq. yard plot, the unit has the capacity to

match the best manufacturing process and standards

A special technique of Fumigation is being employed to keep the

quality of the product intact and increase its shelf life

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Infrastructure

Unit has a cleaning and processing capacity of more than 60,000 kg.

per day

In-house Research & Development Laboratory

They have established a Sensory Evaluation Division and a

Trained Panel in Quality Control Lab

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ProductsPremium Basic Spices: Kashmiri Chilli Powder Turmeric Powder Coriander Cumin Powder

Asafetida & Blended Spices: Premium Asafetida Super Asafetida Super Garam Masala Super Tea Masala Premium Garam Masala Premium Pav Bhaji Masala Chhole Masala Panipuri Masala Sambhar Masala Chat Masala Gold Garam Masala Achar Masala Sweet Achar Masala Kanda Lasun Masala

Instant Mix: Gota Khaman Dalwada Idli Dhokla Dhosa Pizza Gulab Jamun Handvo

Regular Basics Spices: Chilli Powder Turmeric Powder Cumin Powder Coriander Powder Coriander Cumin Powder

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Media - Marketing Strategies

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Competitors

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BuyersSuppliers

Substituteproducts

Potentialentrants

Industry competitors

Rivalry amongexisting firms

Threat ofnew entrants

Bargaining powerof suppliers

Bargaining powerof buyers

Threat ofsubstitutes

5 FORCE MODEL

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5 FORCE MODEL

Potential entrants:

The initial investment for starting a company is not

too much high.

The raw material availability is adequate and thus

too many small firms comes into existence.

Labour required is also at cheaper rate and very few

skilled labours are required for production.

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5 FORCE MODEL

Bargaining powers of Buyers:

Bargaining powers of Buyers is very high.

Product of industry is standard or undifferentiated.

Retailers also have good bargaining power, as they

are able to influence buyer's choice.

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5 FORCE MODEL

Threat of substitute:

Substitute product affect price elasticity as more substitute

become available, the demand become more elastic since

customers have more alternatives.

In price industry consumers are purchasing either the loose

spices or packet spices to fulfill their needs and moreover

there is no substitute of spices and hence there is no threat

of substitute in industry.

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5 FORCE MODEL

Bargaining power of Suppliers:

Supplier's power is not high, as they are numerous in

number.

The companies are purchasing the spices from the

farmers.

As there is enough availability of raw material, company

can purchase it from the place it find its cheaper as

compare to other places.

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5 FORCE MODEL

Intensity of rivalry:

Rivalry is intensive in this industry. Every price cut is

matched by subsequent price cut by other manufacturers

Increase rivalry because more firms must compete for

the same customers and resources.

When customers can freely switch from one place to

another, there is a greater struggle to captures the

customers.

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Supply Chain Management in Ramdev Food Products Pvt. Ltd:

SUPPLY CHAIN

Suppliers (or farmers)

Manufacturer

Distributors

Retailers

Consumers

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Supplier

Company

Distributors(225)

Retailers

(27000)

Super Store(125)

Company Outlet

(5)

Consumer

GUJARAT :

SUPPLY CHAIN

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Out of GUJARAT :

SUPPLY CHAIN

Company

C & F Agents (18)

Distributor(530)

Retailer (60,000)

Consumers

Super Store(300)

Consumers

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SUPPLY CHAIN

DRIVERS OF

SUPPLY CHAIN

FACILITIES

INVENTORY

TRANSPORTA- TION

INFORMA-TION

SOURCING

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DRIVERS OF SUPPLY CHAIN

FACILITIES:

The inventory is stored in a cool, dry environment.

Spices are protected from exposure to sunlight or other

strong light, and the spices are not stored next to any strong

smelling substance.

The ideal storage temperature is 40-50 degrees Fahrenheit.

The length of time spices are good is highly dependent

upon the conditions in which it is stored.

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DRIVERS OF SUPPLY CHAIN

INVENTORY

RAW MATERIALS

WIP

FINISHED GOODS

INVENTORY:

Inventory is moved faster and so they

do not need as much inventory

Raw materials are sourced from

suppliers (farmers) during the season

of that spice and then processed,

packed and stored as finished goods in

the warehouse.

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DRIVERS OF SUPPLY CHAIN

TRANSPORTATION:

SuppliersTransportation

Production & Dispatch Unit

By Railway By TrucksBy Sea

By Air

International Store

Domestic Store

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Domestic: India1. Ambala2. Bhubaneshwar3. Chandigarh4. Delhi5. Ghaziabad6. Indore7. Jaipur8. Bombay9. Nagpur10. Pune11. Raipur12. Lucknow13. Jammu14. Kolkata15. Patna16. Ranchi

INDIAN MARKET OF RAMDEV

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USA UK Japan

Australia Qatar South Africa

Canada New Zeland UAE

INTERNATIONAL MARKET OF RAMDEV

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Data Sources

Primary Data: Information given by the employees of Ramdev serves the primary sources. Further more face-to-face meetings with employees provided understanding and information on several qualitative areas such as: reasons for achieving specific supply chain factors.

Secondary Data: The secondary data needed has been collected from various sources like Journals, annual report, financial statement of the company, online published document on internet, previous research report related to Ramdev Food Products Pvt.Ltd.

DATA COLLECTION

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Thank You…