INTERNSHIP REPORTOn

KERALA AYURVEDIC LTD

Submitted by

ALEX V THOMAS

Register Number

11YUCMA011

In partial fulfillment of the requirements for the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATIONOf

BANGALORE UNIVERSITY

DEPARTMENT OF MANAGEMENT STUDIES

ACHARYA BANGALORE B-SCHOOL2012

DECLARATIONI Alex V Thomas, 2nd semester student of Acharya Bangalore B-School, hereby declare that the

Organization Study at KERALA AURVEDIC LTD,ALUVA submitted to Bangalore University

in partial fulfillment of the requirement for the award of the degree of Master of Business

Administration is bonafide record of summary project undergone by me in the firm and repaired

under the guidance of Mr. is the original work done by me and this has not been submitted to any

other university for the award of any degree ,diploma, fellowship or any other similar title or

recognition. All the data, both the primary and secondary are true to the best of my knowledge.

ALEX V THOMAS REG NO: 11YUCMA011

Place: BangaloreDate:

CERTIFICATE

This is to certify that Mr. ALEX V THOMAS , Reg. No: 11YUCMA011, a

student of Master of business Administration, during the academic year 2011-2013

of this college has completed the internship training on ORGANIZATIONAL

STUDY at KERALA AYURVEDIC LTD, ALUVA, under the guidance of Dr.

KAMINI DHRUVA ; in partial fulfillment for the award of Master of Business

Administration of Bangalore University.

His character and conduct is satisfactory during the study and we wish him all

success in future endeavour.

DIRECTOR

MR. H.R VENKATESHA ABBS

ACKNOWLEDGEMENT

At this juncture, I accord our deep sense of thanks and gratitude to Faculty guide

Dr. Kamini Dhruva f o r h i s v a l u a b l e d i r e c t i o n s e n a b l i n g u s t o complete this project.

I take this opportunity to express our heartfelt thanks to the KERALA AYURVEDIC LTD,

ALUVA for giving an opportunity to do the project in their organization.

I would also like to express our sincere thanks to Ms SINI VARGHEESE for his valuable

guidance and help.

I express my ul t imate gra t i tude to the God Almighty t h a t h a s b e e n instrument

for enlightening us on our academic venture.

Last but not least, I take this opportunity to thank my parents who helped me in making

this endeavour a success.

ALEX V THOMAS REG NO: 11YUCMA011

Place: BangaloreDate:

INTRODUCTION

An organisation is a social arrangement which pursues collective goals, controls its own

performance, and has a boundary separating it from its environment. Management is interested in

organization mainly from an instrumental point of view. For a company, organization is a means

to an end to achieve its goals- which are to create value for its stakeholders (stockholders.

employees, customers, suppliers, community). Organizational studies encompass the study of

organization from multiple viewpoints methods, and levels of analysis. An organization study

involves the study of the structure and functioning of its department. Organizing or organization

is one of the important functions of the management. Generally, all the organizations arc

different but. they have certain common features. They are group of people linked together by

formal and informal relationship, in hierarchical order thai is engaged in co-operative activities

and everyone has identical boundaries. So the study of people in organization is important for

future manager. Whenever people interact in organizations, many factors come into play.

Modern organizational studies attempt to understand and model these factors. Like all modernist

social sciences, organizational studies seek to control, predict, and explain.

It is vital is study the structure and functioning of successful organization so they will guide

directorial towards successful and profitable functioning of the swift changes in the Held of

science and technology have revolutionized the organizational system. Such changes have

become inevitable to achieve the basic objective of the firm.

"liitahitamSukhamDukhaniAyushafasyallitahiam.

"MannagTachhaYairoktam Ayurveda saUehhyate.”

i.e., the science which deals with or describes the favourable or unfavourable, happy or unhappy

measures for a span of life. What is conductive or non conductive for such life span, is known as

Ayurveda.

Ayurveda or Ayurvedic medicine is an ancient Hindu system of health care that is native to the

Indian subcontinent. Ayurveda is the oldest surviving complete system in the world. The wold "

Ayurvcda''is a tatpurusha compound of the word derived from its ancient Sanskrit roots- 'Ayus'

(life-life principle, long life) and 'Ved'(knowlcdge). Thus "Ayurveda" roughly translates as the

"knowledge of life'or "knowledge of long life". It is a qualitative, holistic science of health and

longevity, a philosophy and a system of healing.

The objective of Ayurveda is to establish the equilibrium when one becomes ill and and to

maintain that equilibrium. There are several aspects to Ayurveda that are quite unique: its

recommendation will often be different for each person regarding which food and which lifestyle

they should follow in order to be completely healthy. Ayurveda sees a strong connection

between the mind and body. The world health organization recognizes Ayurveda as an

alternative system of medicine. Ayurvedic medicines are botanical in nature and tree from

practically any after effect.

Kerala Ayurveda Ltd, pioneered the Ayurvedic medicine manufacturing company in India. It is

the leading producers of Ayrvcdic Medicines in the country. Kerala Ayurveda Ltd(KAL) has

come a long way since its inception in 1945. by Late VaidyanSri.K.G. Panicker.

2.1 OBJECTIVES OF THE STUDY

As a management student, it is necessary to do an organizational study part of the course and

know the various functions that take place in an

organization.

The primary objective of the study is aimed at creating an opporiuivty to observe, learn and

analyze the objectives and vision of the Organization and the functioning of its various

departments.

The secondary objectives are as follows.

It would enable the student to get a practical and real life experience of various aspects

concerned with the organization and helps to relate it to the conceptsand theories studied

in the classroom.

It would also help the future managers face the challenges lying

ahead.It is a detailed study on how the organization works infrastructurefacilities, capital

requirements, technical know-how, plant and machinery, raw materials, etc.

2.2 SCOPE OF THE STUDY

Internship training will help Management graduates to know about the operations of a business

concern. lt is a means for bridging the gap between theory and practice.

The study entitled" An Organization study at "Kerala Ayurveda Ltd" has the following

scope:-

1. The study attempts to understand the performance of different departments.

2. To obtain information regarding strength, weakness. Opportunities and threats of various

departments.

3. The working condition in the organization.

4. To know the financial position of the company.

5. To know the market position of the company.

6. How theory is practically implemented in a real life situation

.

2.3 LIMITATIONF OF THE STUDY

1. One of the major limitations is that the time available for the

study was limited.

2. Due to security reason all enquires were not get answered.

3. Due to non availability of cost records details of cost of

productions cannot be collected flexibility.

3.1 OIRIGIN OF AYURVEDA

The classical works on Ayurveda describe it as under:

It is that knowledge of life, which deals elaborately and at length with conditions beneficial or

otherwise to the humanity, and, to factors conducive to the happiness, or responsible for misery

or sorrow besides indicating measures for healthful living for full span of life. Ayurveda is also

considered as ' Science of life'. This probably makes it the earliest medical science having a

positive concept of health to be achieved through a blending of physical, mental, social moral

and spiritual welfare.

According to the ancient books of knowledge, health is considered as a prerequisite for achieving

the supreme ends of life consisting of righteousness, wealth, artistic values and spiritual freedom.

Preventive and curative aspects of diseases are considered as important components of the

concept of positive health.

Ayurveda deals elaborately with measures of healthful living during the entire span of life and its

various phases. Besides dealing with principles for maintenance of health, it has also developed a

wide range of therapeutic measures to combat illness. These principles of positive health and

therapeutic measures related to physical, mental, social and spiritual welfare of human beings.

Thus Ayurveda became one of the oldest systems of medicine dealing with both the preventive

and curative aspects of life in a most comprehensive way.

Ayurveda means the Science of life. Around 1500 B.C Ayurveda's fundamental and applied

principles got organized and enunciated. Aatharvaveda(onc of the four most ancient books of

Indian knowledge, wisdom and culture) contains 114 hymns or formulations for the treatment of

diseases. Ayurveda or the Indian Science of life originated and developed from this hymns. In

this sense Ayurveda is considered to have divine origin representing one of the oldest organized

system of medicine for positive health and cure of human sickness. Making use of systematic

careful observation and documenting detailed experiences over the past several thousand of

years, it has grown into a very comprehensive health care system with two major schools and

eight specializations. It has a school of physicians and a school of surgeons referred in literature

as* AtreyaSampradaya' abd "DhanvantriSampiadaya" respectively.

The most important and massive ancient compilation of the School of Medicine is known as

Charka Samhita. It contains several chapters dealing at length with therapeutic or internal

medicine. About 600 drugs of plant, animal and mineral origin are'described in it.

Beside, this compendium also deals with other branches of Ayurveda like anatomy, physiology,

aetiology, progenosis, pathology, treatment and medine etc. Ancqually exhaustive ancient

compilation,, SushrutaSamhita exists relating to school of surgery. It deals primarily with various

fundamental principles and theory of surgery. More than 100 kinds of surgical instruments

including scalpels, scissors, forceps, specula etc. arc described along with their use in this

valuable document. Dissection and operative procedures are explained making use of vegetables

and dead animals. Description of how to go about doing incision, excision, extraction and

bandaging etc. are detailed in this compendium. In addition, this document also mentions of such

other topics as anatomy, embryology, toxicology and therapeutics. It also has a mention of about

650 drugs.

In course of time Ayurveda, which started as a magic-o-religious practice, matured into a fully

developed medical science with eight branches which have parallels in the modern western

system of medicine. The growth of these eight specialties gave Ayurveda another name of

Astanga Ayurveda.

General Medicine (Kaya Chikitsa)

Paediatrics (BlalaChikitsa)

Psychiatry & Psychology ( GrahaChikitsa)

ENT and Opthamology (ShalkyaTantra)

Surgery (ShalyaTantra)

Toxicology (AgadaTantra)

Anti ageing and Geriatics (Rasayana)

Lugenics and aphrodisiacs (Vajikarana)

Compendia on these subjects like charaksamihta. sushruiaSamhita etc. were written by the

ancient scholars during B.C. period. I hese were used for teaching of Ayurveda in the ancient

universities of Takshashila and Nalanda.

There is a concept that has been passing down verbally from generation to generation in India

about the origin of Ayurveda.

Accordingly, the ancient "Rishis" or wise men ot" India gathered at the foot of the Himalays.

Their objective was to innovate together the sccrctof leading a healthy, long life. The final

product of their effort came to be known as ayurveda.

Ayurveda traces its origin to two schools of thought the school of physicians (Atreya) and the

school of Surgeons (Dhanvantari). It encompasses eight branches - Kaya chikitsa.

Kaumarabhriiya, ShalyaTantra, Vajikarana, ShalkyaTantra, DhutaVidya, Agenda Tantra and

Rasayana . Ayurveda is related to the "Five Great Elements' (panchmahabhuta) theory. These

five elements are earth (prithvi), water (jal), fire (Agni or tej), air (vaya) and space or sky

(akash.) The body is considered as the universe and subdivided according to these five elements

and treatment is done accordingly.

3.2 DEVELOPMENT OF AYURVEDA

Ayurvcdicpractive was nourishing during the time of Buddha (around 550 CB), and in this

period the Ayurvedic practitioners were commonly using Mercuric-sulphur combination based

medicines. In this period mercury, sulphur and other metals were used in conjuction with hebs to

prepare the different medications. An important Ayurvedic practitioner of this period was

Nagarjuna, a Buddhist herbologist, famous for inventing various new drugs for the treatment of

ailments. Nagarjuna was accompanied by Surananda. Nagbodhi. Yashodhana. Nilyanatha.

Govinda, Anantdev, Vagbhatta etc. The knowledge of Ayurveda progressed a lot during this

period. Including development of newer and more effective medicines, and is therefore termed as

the Golden period of Ayurveda.

After emerging victorious at the Kalinga War, Emperor Ashoka( 304 BC - 232 BC) influenced

by the Buddhist teachings, banned any bloodshed in his kingdom in 250 BC. Therefore many

ayurveda practitioners, who were practicing surgery along with medicine, left the surgical

invervention and adopted totally new medicinal treatment.

In this period, Ayurveda again evolved and flourished with the invention of new drugs, new

methodology and new innovations. During the regime of Chandragupta Maurya (375-415 AD),

Ayurveda was part of mainstream Indian medical techniques, and continued to be so until the

colonization by the Biitish.

ChakrapaniDutta (DuttaSharma) wa a vaid Brahman of Bengal who wrote books on Ayurveda

such as "Chakradutta" and others. ChakrapaniDutta was the Kajavaidya of Great King I.axman

Sen. (Some says raj Vaid of King Nayapala (1038-1055). It is believed by some practitioners that

Chakradutta is the essence of Ayurveda."

Ayurveda has always been preserved by the people of India, despite increasing adoption of

European medical techniques during the time of British rule. For several decades the reputation

and skills of the various Ayurvedic schools declined markedly as Estern medicine and Western-

Style hospitals were built. However, beginning in the 1970s a gradual recognition of the value of

Ayurveda returned.

Indian National Congress dis a lot to retrieve its prestige by referring it as a Naional Healthcare

System in 1920. Mahatma Gandhi inaugurated Ayurvedic and Unit Tibia College in Delhi in

1921. In 1927, Madan Mohan Malvia opened and Ayurvedic branch inBHU. In 1940- acts were

enforced for Ayurveidc medicines

Finally, the scenario becamebetter after 1947. Ayurvedic Universities in Jamnagar, Gujarat.

BHC and few started conducting research and higher education in Ayurveda. I he pharmacopoeia

laboratory in Ghaziabad in 1970 was an important establishment.Naitonal Institute of Ayurveda

in Jaipur.Rajasthan in in 1972-73 is a move ahead. The publication ol' Ayurvedic rormulary took

place. Progress has become the order of the day for ayurveda and it has gained intemalional

recognition. Today Ayurvedichospitals and practitioners arc flouirishing throughout all of India.

As well the production and marketing of Ayurvedic herbal medicines has dramatically increased,

as well as scientific documentation of benefits. Today, Ayurvedic medicines are available

throughout the world.

3.3 WORLD SCENARIO

Ayurveda, even though, being the oldest system of medicine has not gained the status it deserves

in the global market. The reason behind this is the low level of Research work, lack of modern

methods in the production as well as packaging of the pro9ducts. There is a steady shift,

globally, towards herbal products that are backed by research and which have proven efficiency.

The increasing incidence of side effects from moern medicine is bringing everyone closer to

alternative theraphy.

The Ayurvedic profession is growing steadily in the United States of America. Rducational

institutions arc becoming more established and the Associations are working to give the

profession a voiceand address regulation issues. Ayurveda is likely to continue to grow in

America and take its place among the other licensed health care professions. Interest in

Ayurveda in the United States began in the 1970s, largely as the result of efforts hy the

Maharishi Mahesh Yogi organization of Transcendental Meditation. Interest Continued to grow

as Indian physicians came lo the United States in the 1980 s. In the late 1980*5 Dr. Deepak

Chopra wortc" Perfect Health*, his tamous introductory book on Ayurveda for the general

public.This opened the door of India's ancient healing sciences for may westerns. Furthermore,

several American pioneers helped attract attention to Ayurveda and intluence its growth. In

1955. the California College of Ayurveda was founded and was the first State-approved

practitioner training program in the United States. It is still in operation today. The National

Ayurvedic Medical Association is the major body in the United States representing rheAyurvcdic

profession. A non-profit association, it was founded in 1998. The California Association of

ayurvedic Medicine is the only established (1997)Ayurvedic State Association in the uNitcd

States. While the infrastructure of the ayurvedic profession in the United States has developed

and improved over the past ten years, greater infrastructure is still needed.

The SAARC (South Asian Association for Regional! Cooperation) was formed in 1985; its

member countries are India. Pakistan, Nepal, Bangladesh, Bhuttan, Maldives, and Srilanka.

These countries all have been inilucnccd by Ayurvedic medicine.

Trade in Ayurvedic medicines within the SAARC is mostly limited to raw materials that grow in

one region (e.g. High mountains, northern climate) and arc then exported to other regions (e.g.,

lowland southern areas). Because fo the large number of very small factories that try to service

the local communities, with products labeled with the local language, there is little opportunity

for suppliers in one SAARC country' to send finished products to another SAARC or even

abroad. Entrepreneurs in these countries (mainly in India) seeking to break into the market for

natural products have determined, rightly that the demand for traditional style Ayurvedic

medicines both inside and outside the region is limited, despite growth trends as high as 20%

annually encountered in the late 1990s.

The Gujarrat Ayurveda University has signed the Memorandum of Understanding (MoU) with

nine Ayurvedic institutes functioning in Japan. Australia, the Netherlands, Italy, Argentina and

mers Germany to coordinate and facilitate the globalization of Ayurveda through academic

collaboration. Earlier. Medical (Ayu) Institute of Russia has signed the MoU with the

Government of India, in which Gujarat Aymvcda University is also one of the implementing

authorities. In Srilanka. the number of traditional Ayurveda practitioners is greater than trained

modern medicine professional*.

The world economy is on the mend. After a sharp, broad and synchronized global downturn in

late 2U0S and early 2009, an increasing number of countries have registered positive quarterly

growth of gross domestic product (CiDP), along with a notable recovery in international trade

and glo9baI industrial production. World equity markets have also rebounded and risk premumus

on borrowing have fallen. Premised on a continued supportive policy stance worldwide, a mild

growth of 2.4 % isw forecast in the baseline scenario for 2010.

3.4. INDIAN SCENARIO

Being the birth place of Ayurveda, the Indian market place for Ayurvedic products is more

established compared to other parts of the world, particularly the U.S.Ayurvedic medicines are

produced by several companies in India, but most of them are small, including many pharmacies

in and around Kerala Ayurveda Ltd. It is estimated that the total value of product from the entire

Ayurvedic in lnida is in the order of one billion U.S. dollars. The industry has been dominated by

less than a dozen major companies for decades, joined recently by a few others that have

followed their lead. So that there are today 30 companicsdooing a million dollars or more per

year in business to meet the growing demand for Ayurvedic medicine. The products of these

companies are included within the broad category of "Fast Moving Consumers Goods" (FMCG),

Most of the large Ayurvedic medicines suppliers provide materials other than Ayurvedic

medicines, particularly in the arcasof food and toiletries where they may be some overlap with

Ayurveda, Such as having traditional herbal ingredients in the composition of toiletries.

The Indian governeiunent and non-government organizations have collected statistics on the

Ayurvedic system in India and the following data about the manpower and institutional aspects

of Ayurveda have emerged.

I. Number of registered medical practitioners : 3,66,812

2. Number of dispensaries 22.100

3. Number of hospitals 2.195

4. Number of hospital beds 33,155

5. Number of teaching institutions (under graduate) : 220

6. Number of upgraded post graduate departments 62

7. Number of specialties in post graduates medical training 25

8. Number of pharmacies manufacturing Ayurvedic medicines 8,400

In India, 60% of registered physicians are involved in non-allopathic system of medicine. In

addition to early 4.00,OOO Ayurvedic practitioners, there are over 1,70,000

homeopathicphysiians. India has about 5,00,000 medical doctors. Reliance on Ayurvedic

medicine is heavy in certain regions of India, such as in the South west of Kerala. May

Ayurvedic practitioners in small villages arc not registered.

The key suppliers in Ayurveda are Babur.Baidyanath, and Zanduwhich together have about 85%

of India's domestic market. The market for Ayurvedic internal medicines is dominated

byChyawanprash, an herbal honey comprised of about 3 donzen ingredients, with amla

(cmblicmyrobalans) as the key ingredient. The leader in this field is Uabur, which had a 69%

market share at the end of 2009; followed by Baidyanalh with nearly 11 %, and Zandu and

Himani (Emami group) with about 7.5% each. A variety of individual herbs, traditional

formulations, and proprietary medicines make up the rest of the health products section involving

internal remedies, while the remainder of the market is taken up by toothpastes and powders,

skin creams, massage oils, shampoos, and other topical preparations.

Exports of Ayurvedic medicines ha\e icached a value of 150 million dollars a year (aboui 25%

the value of the entireAyurvedic industry in India). About 60% of this crude herbs (to be

manufactured into products outside India), about 30% is finished products shipped abroad for

direct sales to consumers, and the remaining 1U% is partially preaprcd products to be fmsihed in

the foreign countries.

Two of the largest companies involved with providing traditional medicine product arc Himalaya

Drug Company and universal medicaments. Universal Medicaments has joint venture for scorch

and manufacturing of herbal products with Cipla Ltd. And Lupin engaged in manufacturing and

exports of both pharmaceutical formulation and research based herbal medicines.

The biggest supplier of Ayurvedic herb product for the U.S. and other western countries is

Maharishi Ayurveda products, International, currently located in Colorado. Three are serious

issues problems with traditional Ayurvedic Medicines in the west.* Foreigners to India bring

distressing stores about the status of Ayurvedic medicine education in India, which indicates that

there arc problems arising in the source country.

Other issues influence the potential spread of Ayurvedic medicines. With the popularization of

herbal medicine in recent decades, along with the rapid growth in population, numerous species

used in making rraditionalformaulas are becoming endangered. An example is Nardostachys

(jatamansi). which is now permitted only in manufactured. Products and connot be otherwise

exported; it is mainly obtained in Nepal. According to one estimate, 120 economically useful

plants in India are endangered, 35 of which are said to be important medicinal.

In 2009-10. the Indian Fconomy growth of 6.8% was almost same as compared with last year's

growth of 6.7%. Manufacturing growth has more than doubled from*3.2% in 2008-09 to 8.9% in

2009-10. Credit growth declined in the later part of 2008-09 reflecting slowdown of the economy

in general and the industrial sector in particular. With a large domestic market, resilient banking

system and a policy of gradual liberalization of capitalaccount, India will be able to

recover from the adverse cttect of globalfinaical crisis and recession.

3.5 STATE SCENARIO

When it comes to ayurveda,Keala is the only state that practices this ancient Indian system of

medicine in its true sense. A major part of the population depends solely on Ayurveda,

Ayurvedic medicines and ayurvedic lifestyle for treating diseases and slaying healthy. There are

also unique methods. of Ayurvedic practices developed in Kerala. Njavarakkizhi.

pizluehil, marmachikitsaetc arc the main treatment methods among them.

The selfless service of Ashtavaidyas of Kerala played an important roel in the development and

flourish of Ayurveda in the past two-three centuries. TheAshtavaidyas, who are from the

Namboodiri or Brahmin caste, were once demoted in social status by other Brahmins become

they considered it is impure to deal with blood (in surgery) and tocuhing the people of lower

castes. They are called ashtavaidays, because they were knowledgeable about all the eithtanga or

branches of Astanga (eight-branched)Ayurvcda.

Keala Ayurveda is much organized than in other parts of India. There are five Ayurvedic medical

colleges under Kerala Government and other sixAyurvedic medical colleges. Ayurvedic College

Thiruvananthapuram, which was stalled by the Maharaja of erstwhile Travancore dynasty to

impartAyurvedic knowledge to the members of the ruling family, is the biggest one in Inida. In

later becomes a property of Kerala Stae and it began to be officially known as a college in 1918.

The fervor of Rajas and the selfless service of Ayurvedicpractiioncrs and teachers made Kerala

the cardinal center for Ayurveda, Now, there is a network 108 Ayurvedic hospitals under direct

government control in Kerala and there are more than 2.000 hospitals and treatment centers in

the private sector.

4.1 KERALA AYURVEDA LIMITED

Kerala is believed to be the land where Ayurveda evolved into the iniemationallyacclamined

medical system that is it today. Kerala Ayurveda Ltd. " KA1." is the only lull spectrum Ayurveda

Company in India and is listed on the Bombay Slock (Exchange (BSE). Its footprint spans

academies, products, clinics, hospital resorts and services. Kerala Ayurveda Limited was

founded over 60 ycarss ago by the renowned Ayurveda acharay Late Vaidyan K.G.K.Panicker in

1945. Me was a doyen in Ayurvedic system, a visionary and a mentor. KAL was founded on the

banks of river Periyai at Aluva, Kochi and Kerala. As was custom of those days leading

Ayurvedic physicians used to I manufacture medicine for their clinical practice in the same

premises with vigilance.

"KAL-Envioning a Healthier Tomorrow"

Kerala Ayurveda Limited, formerly Krala Ayurveda Pharmacy Limited, is an India based

company.Thc Company has two segments :Ayuvcda business, and healthcare services and

software business. Il has a herbarium with approximately 1200 species of medicinal plants. Its

manufacturing facility at Athani. Kerala, produces a range of 350Ayurvedic medicines, incliding

therapeutic formulations. The company's clinics, resorts and wellness centres offer a range of

Ayurvedic lifestyle products, including health supplements, skin and beauty care products,

specialty foods, teas, spices, books, and compact discs. In June 2009. the company approved the

incorporation of a subsidiary in Singapore. NUTRAVEDA Pte. LldAVhich will focus on

marketing Ayurvedic products globally. KAL has undertakiie the missionof "Evolving

Ayurveda" so as to adapt it to the requirements of the modern world without losing its original

tradition and* goodness. Building a new momentum for "Wellness Naturally" within India.

KAL. boasts of a wide network of more than 40clincs,s franchisee outlets and hospitals in

various parts ol the country. KAL also owns and operates a Green Leaf certified Ayurveda

hospital at Kochi. The wellness clinic expansion program is gaining fast momentum with

upgraded clinics and a fast devclopingpartshipwith broad based medical centers like Manicpal

care and cure. KAL has a modreu GMP certified manufacturing facility where it manufactures

over 270 classical and proprietarv herbal formulations. It also has a well-established research and

development center approved by the Department of Science &Tchcnology. Government of India

and has one of the largest herbal gardncs with a collection of over 1.200 species. The R &D

department has formulated, tried and launched various formulations which are well established

in India as well as in countries like USA, Japan, the Netherlands, and Australia.

KAL also runs an Ayurveda Wellness Resort at Bangalore which is a heritage property of global

acclaim. Ayurvedagram has created a traditional Kerala ethnic ad healing ambience by

transplanting 165- year old Heritage houses and palaces. It has been disigned as an Ayurvedic

village with programs focusing on Detoxification, Rcjuventation, Spine& Joint Care, Stress

Management, Anti-Obesity and Lifestyle Disease Manangement. Some common ailments for

which treatments arc offered include Spondylitics, Sinusitis Arthritic, Ulcer, Rheumaatism,

Diabetes, Back problems. Cholesterol and Age Related diseases.

The Katra Group, founded by Ramesh and KatharinVangal, is the majority shareholder in Kerala

Ayurveda Limited. The Katra group has built a strategic presence across diverse sectors that

mirror India's economic boom. The group management has foucused its vision "Be the global

bridge that delivers the India advantage: for India and form India" byidentifying wellness and

Ayurveda as the main elements of this India advantage. The Group has invested heavily in

Kerala Ayurveda Ltd and Katra PhytochemicalsPvi Ltd. In addition, the katra Group has

prouiotedbusinesss across key strategic verticals, including technology, marine logistics, media

and real estate where it co-opts strong global partners to ensure world class delivery. A USS

500milliion enterprise, the group employs 5.000 people worldwide and supports a network of

over 0-000 fanners in India. The group has a strong professional management team supported by

a Global Board of accomplished business leaders with extensive experience in building and

spearheading large business across industries and diverse global geographies. A portion of all

KAL profits goes to support the Asha Foundation which is involved in helping autistic children.

The growing demand for his medicines made Vaidyan K.G.K.P.Panicker think of large scale

manufacturing unit. This was the beginning of the kerala Ayurveda Ltd. Now, more than half

century later, his creation epitomizes all that is modem and state-of-the-art in Ayurveda. Kerala

Ayurveda has over 100 Ayurvedic doctors, graduates and post-graduates, Ayurveda Hospitals

located across South India, and a wellness resort in Bangalore. A leading Ayurvedi ccompany

today, KAL is backed up by advanced technology and highly qualified dedicated staff.

The company is credited with an extensive product range of 300 classical Ayurvedic products

and 50 patented and proprietary products with high reputation. Still KAL consider it sacred. In

spite of the advent of most modern quality control method and material, they still believe in the

traditional sensory' quality control.

Today, Kerala Ayurveda Limited is a major force in health care, growing at a spectacular rale

with new clinics, new market stgrategies, new products and new cures. Some of KAL's products

are on the verge of being patented. KAL is truly on a mission to be the primary choice in

Ayurveda globally.

VISION

"Delight Consumers with Globally Admired Ayurveda Products and Services That Deliver

wellness, Naturarlly."

MISSION

"Grow and be globally most admired for Ayurveda products and services that

Delight Customers, while delivering Knowledge. Cure and Wellness, naturally and

effectively."

1. To provide medical praclioncrs with cost effective Ayurveda medicines at competitive

price.

2. To use only the best technology and strictly adhere to Good manufacturing practice.

3. To develop cost effective Ayurveda formulations and therapeutic practices for common

and chronic ailments with the support of clinical and industrial R& O.

4. To helpAyurvcdic profession to adapt and absorb the latest development facilities clinics

and franchisee clinics.

5. To contribute to the further development of Ayurveda as an effective system of health

care on the service of international community by adapting modern management methods

and techniques.

Main objects of the company.

• To carry on the business of manufacturing, formulating, blending, preparing, processing,

purchasing, exporting, importing, selling, dealing in ayurveda Medicines. Pharmaceutical

preparation, formulations, derivatives, compounds, essences, extracts, tinctures tablets and

capsules.

Other major objects of the company are

To carry on the business of establishing, conducting and managing hospitals. Health

Resorts. Clinics. Nursing Homes, Mobile Dispensaries, family Welfare Centre-;.

Maternity and Child Welfare Centres.

To Carry on the business of establishing, running and managing scientific, clinical and

fundamental Research Centres for the advancement, progress and efficacy of the

Ayurveda systems and other | medical disciplines.

To carry on the business of organizing, establishing and managing Herbarium and

medicinal gardens growing medicinal and aromatic plants and to procure, extract,

process, prepare, purchase, export, import, sell and deal in Ayurveda Medicinal plants,

roots, stems, leaves, flowers, seeds, nuts, and fruits of medicinal value.

To establish, carry on and manage educational Institutions for Scientific and Medical

studies and research, and institutions for Nursery, Midwifery and para Medical and

Laboratory Courses and for conducting short term and logn term courses in Ayurveda.

Yoga and other systems of medicines.

To propagate and develop Ayurveda and other Traditional systems of medicines and

medical treatments.

Motto of the company

"Contribution towards Ayurveda as an effective system of healthcare in the service of

community."

Guiding principles

i. Innovate Continuously to excel in products and services.

ii. Product development based upon the market requirement.

iii. Manufacture products of high quality

IV. Focus on the customer in all level of actions.

v. Treat everyone with trust and respect to build a team.

vi. Develop personnel’s by training, development and delegation

vii. Reduces cost constantly to remain competitive.

viii. Flam through profits to funds growth and diversification

ix. Maintain clean safe and healthy environment.

x. Respond promptly to customer needs.

Publication Division

KA:. has set up a Publication Division to publish Ayurvcdic materials. An Ayurvedic quarterly

journal named and styled as KAL vaidyam is published by this division. The division is designed

to publish books ; audio and video CD's and tapes on Ayurveda for the public and the scientific

community.

The division also has taken up the responsibility of setting up a reference library and

Ayurvedicsm museum to preserve rare manuscripts and materials of antique value.

Milestones

1945 : KAL was started by Late Vaidyan K.G.K. Pamckenvith 20 employees in

Aluva.

1977 : The proprietary' concern was converted to partnership firmon 15-2-1977

to infuse more capital.

1979 : Kerala Pharmacy started marketing the drugs manufactured by

Pensem drugs and Pharmaceuticals (Pvt.) Ltd.

1985 : The company shifted manufacturing operations to Alhani with mechanized plant

with boiler and steam vessel facilities.

1987 : Marketing system planned in full swing.

1989 : An Ayurvedic hospital was set up at Aluva named "AmruthamAyurcedic

Hospital'.

1991 : The partnership firm was converted as Private Ltd. Company and was incorporated by

the name " Kerala Pharmacy Private Ltd".

1992 : On 6 ill July the company was registered. On that day " Kerala Pharmacy

Private Ltd" was incoiporatcd as Public Ltd. Companywoth authorized capital of

7,00.00,000 equity shares of Ks. 10/- each and issued, subscribed & paid up

capital was 61.60.000 shares of Rs 10/- each fully paid up & 65.3% of shares are

in dematerialized from with the main object of manufacturing, blending of

medicines in 9 modernized manner.

1992 : It was decided to amalgamate two of the group companies namely

"Kerala Ayurveda Pharmacy Private Ltd" and "Pharmaceuticals Ltd" to

the new company " Kerala Ayurveda Pharmacy Ltd". With Reg No. 09-05968.

1995 : The shares were lisctcd in CSL and BSE, In February, the

company made a public issue of 30 lakhs equity shares of RS. 10/- each

1997 : The manufacturing Division with modern facilities was

inaugurated on 24-05-1997 by Sri. E. KNayanar, the Chief Minister of Kerala

(with 8 GV and 9 JV Vessels).

2001 : Ayurvedagram wellness entire jacket an ayurvedic health resort of

KAPL commenced its operations in White Field, Bangalore.

2005 : Kerala health care Pvt. Ltd. Bangalore amalgamated with KAPL

increasing its authorized capital of T Rs. 10.10crore.

206 : The company was taken over by KATRA SOFT. Bangalore.

2007 : Its name was changed to " KERALA AYURVEDA LIMITED" (KAL).

2011 :

Jan 29 : Kerala Aurveda signs MoU with Tata Global Beverages.

Feb 10 : Banaras Hindu University enters into collaboration with Kerala Ayurveda.

Major operations

Kerala Ayurveda Limited aims at contributing further to the development of Ayurveda to serve

the international community in health care management.

KAL is managed in :

a. Manufacturing of Ayurvedic products.

b. Clinics

c. Academies

d. Hospitals

e. Resorts

f. Services

A. Manufacturing of Ayurvedic products :-

Hundreds ofAyurvedic herbs have been continuously used for more than five thousand years in

the Indian subcontinent. These time-tested herbal formaulas have been therapeutically effective

in both preventing as well as healing various diseases.

B. Clinics :

KAL Ayurvedic Clinics are unique Ayurvedic treatment centres. They have excellent facilities

for rendering all types of Ayurvedic treatment. Eminent doctors as well as trained paramedical

staff. pro\ idc maximum care to the parient. Clinics oiler the expert consultation services of

experienced Ayurvedic doctors. Treatment is available for various ailments like arthritis,

rheumatoid arthritis, ulcer, sinusitis, skin diseses and other geneial ailments. It is also a unique

storehouse of Ayurvcdickashayas, arishtas, lehyas, ghrithams, choomamsand patent formulation

manufactured by KAL.

KAL clinics is not meant for the diseased alone but for others too, who may benefit in many

ways by nourishing the body, revitalizing the nervous system, overcoming fatigue, promoting

sound sleep, improving complexion, enhancing immunity and revitalizing the whole bodily

systems.

C. Academies :-

The academy is committed to giving you the highest quality Ayuvcdic training. They are not

only academically challenging and intellectually stimulating, but also the most comprehensive

Ayurveda courses available outside of India. Our course content and formats are based on the

curriculum offered by leading Ayurveda Universities in India. The instructors who teach at our

Academy are experienced faculty, physicians and professors from leading institutions. Ayurveda

Academy is approved in the U.S. by the State of Washington and internationally by the

International Academy of Ayurveda in pune, India and the International Holistic Health Institute

in Bangalore, India State Department of Education.

Education at Ayurveda Academy may be evaluated for use in Hindu University's Master's

Degree in Ayurveda Sciences. Our courses include course manuals, classroom ' teaching,

practical training and clinical internship, graduates have the option of doing additional internship

programs in India

D. Hospitals :

KAL Hospital. ALUVA - A unique Ayurvedic hospital having excellent infrastructure to

accommodate twenty patients at a time and for rendering all types of Ayurvedic treatment.

Eminent doctors as well as trained paramedical staff provide the best care to the patient.

E. Resorts :-

Set in the quite ambience of Nanire. Ayurvedagram has created a traditional Kerala ethnic and

healing ambience by transplanting 165-year old Heritage house and Palaces. Ayurvedagram is

managed by Kerala Ayurveda Ltd, (KAL). The resort is an Ayurvedic village with Resident

Ayurvedic Physicians, Therapists a Health Centre, Dispensary'. Yoga and Meditation Center,

Residential Heritage Cottages and Vegetarian Restaurant, all under the personalized attention of

impeccably trained staff.

The health care programs at Ayurvedagram focus on Detoxification. Rejuvenation, Spine & Joint

Care, Stress Management. Anti-Obesity and Lifestyle Disease Management schemes. Some

common ailments for which treatments are offered include Spondylitics, Sinuslitis, Arthritis,

Ulcer, Rheumatism, Diabetes, Bank problems.Cholcstergols and Age related diseases.

Ayurvedagram offers a whole range of rejuvenative and therapeutic programs to suit the

diversified needs of its very special guests. The resort employs tradition and time tested remedies

of Ayurveda to heal the body and enrich the soul.

F. Service:-

Yogavedagram. a part ofAyurvedagram seeks to impart the knowledge of yoga for the purpose

of general well being and as a therapeutic to provide relief and cure from specific ailments.

Ayurveda believes in the need for soothing environments as a part of the healing process. At

yogavedagra. the ambience fo greenery is complimented with architectural splendors of the era

bygone. I he traditional homes of Kerala Nalukcttu.Kov ilakant. Manaas and lllams have been

recreated to give the perfect ambience of serenity.

Above Operations are under KAL and its subsidiaries

This company has seven subsidiaries as on 31 st March 2010

SL NO NAME LOCATION %OF HOLDING

1, Ayurvedagram Heritage Bangalore, 74%

Wellness Centre Pvt. Ltd. India

2. Ayu National Medicine Clinic P.S. USA 100%

3. Ayurvedic Academy Inc. USA 100%

4. Ayu Inc. USA 100%

5. Nutravcda PTE Ltd. Singapore 100%

6. CMS Katra Holdings LLC USA 81.67%

7. CMS Katra Nursing LLC USA 51%

(Step down subsidiary)

Exports

KAL caters not only for the domestic requirements. It is now one of the lending exporters of

Ayurvedic products. KAL exports classical as well as proprietary medicines to various countries

like USA, Japan, Malaysia, Switzerland, etc. Apart from medicines, KAL also exports Ayurvedic

expertise like trained doctors and paramedical staff to various Ayurvedic centers globally

Cultivation and conservation of herbs

KAL has a vast herbal garden with more than 1,000 species of medicinal plants at Kottai. It

serves as a conservatory and nursery of herbs. This division is engaged in the production of bit of

healthy seedling and their distribution to fanners with a buy backs arrangement to induce the

habit of manufactures of medicine in its farm at Thali.

Health care services.

KAL manages a chain of 70 direct outlets, which are located within and outside Kerala. In this

group there are hospitals in many places.

1. KAL Clinics :-

KAL clinics are unique Ayurvcdic centers providing excellent ayurvedic services. These clnics

ensure the services of eminent Ayurvedic physicians and competent therapists. Effective

treatment is available for diseases that include osteo arthritis, ulcer, sinusitis, skin disease,

gynecological problems, etc. In addition to this clinic offers Kerala specially treatment like

Panchakanna ( five - fold therapy.) oil massages. Rasayana Chikits

2. Ayurvedic hospitals :-

Kerala Ayurveda Limited has an Ayurvedic hospital at Aluva. It is a unique Ayurvedic hospital

having excellent infrastructure to accommodate 20 patients at a time and for rendering all types

of Ayurvedic treatments. KAL hospital has been accredited with "GREEN LEAF" certification

by department of tourism, government of Kerala. KAL has 3 hospitals in kerala situated at

Aluva, Kasargodc and Calicut and outside Kerala at Somajiguda in Hyderabad and Kumaran in

Chennai.

3. Ayurvcdagram:-

As you enter Ayurvedagram, it steals you away into a whole new world of ethnic charm. Taking

you back by over hundreds of years, this ethnicAyurvedic Health Resort has been transplanted

from Kerala into 7 acres of herbal garden at Banalore, India's Garden city.

Backed by one of India's leading Ayurvediclnslituion. Kerala Ayurveda Limited (KAL).

Ayurvedagram Ayurvedic Health resort is an Ayurvedic village with resident Ayurvedic

physicians. Therapists. Health Centredispensary. Yoga and meditation Centre, heritage collages.

Vcg Resturnnt and an ever-attentive sen ice staff.

Ayurvedgram Heritage Wellness Centre (earlier known as Ayurgram Health Resort) is rated

amongst the lop Five Spas or Ayurvedic Health resorts (Ayurvedic icsorts) in the country and

provides authentic Ayurvedic I reatments for specific aliments such as Arthritis, Obesity.

Spondylitis. Cholesterol.

Sinusitis, Peptic Ulcer etc using common Ayurvedic therapies suchasPanchakarma,

Rejuvcnnalion, Stress Management and several other kcrala therapies.

Whether you arc looking for Ayurvedic treatment of a weekend getaway in an Ayurvedic Health

Spa. AyurvedagramAyurvcdic Health Resort has a whole range of programs to suit every

individuals need.

KAL has rejuvenation and theraphy center located at Banagalore. Ayurvedagram is an

Ayurvedic resort manged by KAL. The resort is an ayurvedic village with rcsidcntayurvcdic

physicians, therapists, health care dispensary, yoga and mcditationcentre, residential heritage

collages and vegctariean restaurants.

The health care programs at Ayurvedgram focus on detoxification. Rejuvenation, stress

management, anti-obesity and life style disease management schemes

4.2 ACHIEVEMENTS AND AWARDS

1. K AL's plant in GMP (Good Manufacturing Practices) certified.

2. GREEN LEAF certification by Department of Tourism.

3. R & D wing of KAL has lab for testing drugs, which is approved by department of

Science and Technology, Government of Kerala

4.3 BRANCHES.

Head Office Athani, Aluva. Kerala

Corporate Office Bangalore, Knrnaiaka. Branches in Kerala :-

1 Kalamasscrv.Ernakulam

2. Udyogamandal. hmakulam

3. North Paravur. Prnakulain

4. Njarakkal. F.rnakulam

5. Vaikoni, Ernakulani

6. Tripunithura, Ernakulani

7. Thalayolaparamby. K ottayam

8. Thuravoor, Allepy.

9. Palarivattom, hrnakularn

10. Kuruvilangadu.

Branches outside kerala

i. Bangalore

ii. Chcnnai

iii. Madurai

iv. Mumbai

v. Hyderabad.

Branches outside kerala

i. Bangalore

ii. Chennai

iii. Madurai

iv. Mumbai

v. Hyderabad.

4.4 NEW LOOK WELLNESS CENTRES

Edapally. Kerala

IdiranagarBanglore.

RT Nagar. Bangalore

Green Park, NCR Delhi

Noida. NCR Delhi

Gurgaon. NCR Delhi

Jaipur. Kajasthan

Trikuta Nagar. Jammu

4.5 PRODUCT PROFILE

KAL's manufacturing unit at Alhani. Kcrala produces a range of 350 classical and proprietary

Ayurvedic medicines. Their hospitals, clinics and resorts offer a full range of Ayurvedic lifestyle

products, including health supplements, skin and beauty care products.

The products manufactured in KAL are classified in two categories :

1. Classical medicines :-

These arc formulations manufactured based on Ayurveda formulatory of India. These are

developed from 3,000 year old sciiplures. KAL follows the traditional method for manufacturing

these products. KAL produces 300 types of classical medicines. Some of them are :

a. Kwathas (Kashayas) RanadiKashayam, Maharasnadi, Guluguluthithain)

b. Arishtas and Asavas (Dasamoolam, Baalarishtam, Sudarsauasavam)

c. Lehya and Rasayana (Aswanthathil ehyam, Agaslhyrasayanam)

d. Ghrita

e. Gulika (Pills)

f. Choorna

g. Taila

h. Kuzhambu

2. Proprietary medicines :-

These medicines arc manufactured based on the formulae developed by the KAL, R & D

division. The products are clinically tested before launching in market. KAL manufactures 50

types of patent and proprietary medicines. Some of them are :

a. Biogest : An anti-infective remedy from nature.

b. Ghmin : A safer appioach to treat diabetes.

c. Leposem : A complete liver tonic.

d. Logon : An ideal herbal iron supplement with natural

Vitamin Ce.Kesini Oil : A hair tonic for growth and blacking of hair and for treating dandruff.f. Mayaxil ; Pain Killer G. Rasna Gulgul : Rheumatic Complaintsh.Ajax : Vitality for men i. Brahmi Pearl : Brain Nourisher J. Promatil : Energizer K. Prostect.

Katrasoft

Katrasoft is the technology division of Kala group, a multinational company with divrerse in

over 15 domains and investments in over 20 companies. Katrasoft operates as a division of

Kerala Ayurveda Limited, Ibe if tgcikdest banes ubAtyrveda which is a listed company owned

by Katra groups.

4.6TRAIN1NG

KAL has started its own Ayurvedic training center in view of propagating authentiuc Ayurveda.

The traiing center, called KERALA AYURVEDA ACADEMY is functioning as an annex to

KAL Ayurveda Hospital at Aluva, Near Kochi in Kerala India. The center is easily assessable

since it is located about 10 kms, from the Nedumbassery International Airport [cochin]. The

center is well equipped and conducts various training programs related with avurveda.

: The Academy Center to need of :

1. Medical Officers

2. Therapists

3. Foreign Nationals

4. Ayurvedic Enerpneurs

5. Ayurvedic Enthusiasts

6. Ayurvedic Medical Representatives

Methodology: The courses contain lectures, discussion, demonstrations and hand onb

training.

4.7 Company At a Glance

Name : Keral ayurvedic Limted

Business : Manufacturing Ayurvedic Medicines

Founder : Late Sr. K.G.K. Panicker

Chairman : Mr. Ramesh Vangal

Vice Chairman : Mr. Ronald, George, Pearce

MD & ECO : Mr. Sonjoy Mohanty

Executive director : Dr. K. Anil Kumar

Board of Directors : M.r A. T. Jacob

Dr. K. Rajagopalan

Mr. M.C. Mohan

Mr. S. Krishnamurthy

Ms. Katharin, Zimpel, Vangal

Mr. Anand. Subramanian

(Alternate to Ms. Katharin, Zimpel, Vangal)

Company Secretary : Mr. K. Raghunadhan

Registered Office & Factory : VTI/415, Nedumbassery, Athani P.O. Aluva- 683

585. Kerala.

India Email:

info@Kcialaavur\'eda.hi7 .\V'ebsitc \Vebsite

www .kera laavurvcda.biz : No. 1134, I st Floor,

100 Feet Road, HAL 2 nd Stage. Indiranagar.

Bangalore-560 008

Registered year 1992 : M/s Maharaj. Rajan&

Mathew

Corporate Office : Chartered Accountant,

Pratheeksha Buildings,

S. N. JunctionPalarivattom,

Cochin 682 025 :

Auditors : M/s Integrated Enterprises (1 )Ltd. Seema,

41/427,

Rajaji Road, NcarAbad Metro Motel. F.rnakulam-

682 035

Bankers : AXIS Bank Ltd..

M. G. Road, Bangalore

Registrar A Transfer Agents :

ORGANISATIONAL STRUCTURE

Organisation is an important place in the Management Concern without a proper organization the

companies hierarchy cripples down it is like a blind leading a blind unitl a proper organization

and the achieved defining of relationship between management. "PODSCORB" mean planning,

Organizing, Directing. Staffing, Coordinating, Reporting. Budgeting, in which organization

stands record level of activities until the organizing part is achieved the company cannot

proceeds further.Every organisation should have a sound organisational structure for the healthy

functioning. An Organisational structure is mostly hierarchical concept of subordination of

entities that collaborate and to serve one common aim.

Organisations are a member of clustered entities. The structure of an organization is usually set

up in one of a variety of styles, dependent on their objectives and ambience. The structure of an

organization will determine the moods in which it shall operate and will perform. Organizational

structure allows expressed allocation of responsibilities for different functions and processors to

different entities. Ordinary description of such entities is a baranch, site, development, work

groups and single people. KAL's organizational structure is functional. Functional structure is

one which employees are grouped together on the basis of the business function they need to do

their job.

ORGANISATIONAL STRUCTURE

Functional departments

A department is the effect and effective grouping of jobs into meaningful work units to co-

ordinates numerous jobs all for the expeditious accomplishment for the organisation objectives.

Its department grows more and submits are created which in turn add more levels of

management the functions of an enterprise are grouped homogenously into different

sections .The departments of Kerala Ayurveda Ltd are as follows:-

1. PRODUCTION DEPARTMENT

2. SALES DEPARTMENT

3. PURCHACE DEPARTMENT

4. HUMAN RESOURCE DEPARTMENT

5. MARKETING DEPARTMENT

6. FINANCE DEPARTMENT

7. RESEARCH AND DEVELOPMENT

6.1 PRODUCTION DEPARTMENT

Production is any process or procedure to transfer a set of elements like men, material, capital,

information and energy into tlnishporoducls and services. Group manager leads production

department of KAL. Manger deals with coordinating production process and arranging the things

for production.

KAL manufacturing unit is situated at Athani, Aluva. It also has a herbarium unit. The divisions

accommodates modern technology withour sacrificing traditional values. Over 700 fresh raw

materials, mostly herbs are, used for manufacturing, medicines. The entire process is free from

the use of any chemicals. Manufacturing process is under the vigilant eye of physicians and

quality mangers.

In KAL there are 3 production divisions. They are :

1. Classical Remedies Division (CRD) :-

It is the division which produces classic all medicines like arishtas, kashayams, lehyas and

Kuzhambu etc.

2. Proprietary Remedies Division (PRD) :-

This division produces patent and proprietary medicines.

1. Raw Durg Division :-

It is situated at Kottai. Nedumbassery, Some prior manufacturing process like raw material

washing, cutting, drying, chopping, and etc. is dumped in this division as per the master formula

The raw drug division issues this material to the manufacturing unit.

6.1.1 PRODUCTION CONTROL AND PLANNING PROCEDURE:-

Production is an important function of an organization. The production departments collect data

from market about lite demand of products. The finance department arranges capital required for

production process. Every month production department will have a meeting with the marketing

and finance department. In that meeting, marketing department will tell about monthly plan.

Then finance department allocates the fund necessary.

In KAL.production department will receive orders from the marketing department s. then the

production planning and control will send requirements ot the purchase departments. After

production the product will send to RF.searcfh and Development (R &.D) department for quality

control. If they approve that the quality is good, it will be send to packing section. After packing,

it will be send to the store and from the store it will be taken by the marketing department to

meet the orders.

6.1.2. MACHINES FOR PRODUCITON :

The machines available in the company are ;

1. Lxtracton Vessels.

2. Concentration Vessels.

3. Filling and Packing Machines

4. Mixer

5. Dryer

6. Granier.

7. Tabulating Press

8. tStrip Packing Machine.

Worker :- commission

There are 82 workers in the production department, In these, most of them are skilled workers.

6.1.5PRODUCTION DEPATMENT STRUCTURE

6.2 SALES DEPARTMENT

Sales Department is one of the core department in any company. Sales volume is one of the most

important Variables affecting profit. Sales arc carried out directly by Kerala Ayurveda Ltd. The

finished goods after ("inspection are sent to sales department. They have their own deports where

all the KAL's products are displayed.

KAL provides both cash and credit sales. Credit periods arc allowed up to 30 days from the date

of sales. The sales depots are run by the company as well as by some external agencies.

6.2.1 TYPES OF SALES

1. Local or domestic Sales :-

KAL sells their products in al districts in Kerala. Company has its branches and franchisees

throughout Kerala.

2. Export Sales. :-

KAL's products are mainly exponed to Germany, USA, Japan, Korea, Singapore. Russia, and

U.K.

3. National sales :-

KAL's products are sold in national markets. KAL has its branches in many of the states, mainly

in south - west pan.

6.2.2 SALES PROCEDURE :-

The modus operandi is as follows:-

6.4 PURCHASE DEPARTMENT

Purchase department is one of the most important departments in KAL. Purchasing manager

leads the purchase department for KAL Purchase manager deals with purchase of raw materiasl,

ascertainment of the raw materials, determine the quality and quantity, issue of materials to

storem etc. this department has a store division and it is managed by a store keeper.

In KAL. purchasing materials are kept in a separate division called Raw Drug Division. This

division is situated in Kottai. Purchase is made after receiving the store indent from the store.

Two copies of the store indent are maintained and it consists of the description of the item

purchased, its quality, purpose etc. Itshoud be signed by the general manager. The particulars of

the store indent are entered in the register in purchase department.

As a next step of purchase, enquiryis sent in the prescribed enquiry from quoting at the quality.

Item rare/unit, etc. After checking whether their required specifications are met or not. it is

accepted or rejected.

6.4.1 AVAILABILITY OF RAW MATERIALS

KAL has one of the largest herbal gardens with the collection of over 1,200 species engaged in

contract farming of herbs and cultivation of herbs under organic farming.

There are mainly three ways by which raw materials are purchased by the company.

They are :

1. Invite quotation from suppliers.

2. Local markets.

3. Direct Purchase from farmers.

4. 6.4.5. PURCHASE DEPARTMENT TRUCTURE

EXECUTIVE DIRECTOR

PURCHASE MANAGER

DEPUTY MANAGER

STORE KEEPER

6.4 HUMAN RESOURCE DEPARTMENT

Human resource is the most important asset of an organization and their effective management is

the key to success. It basically includes activities such as HR planning, job design, performance

appraisal and job evaluation, employee remuneration and motivation, welfare, safely and multi

facets of industrial revolution.

KAL has a well structure and efficient HR department, which plays a major role in the excellent

performance in the company and overall successful administration of the organization. The HR

department in KAL is very keen in selecting, training and motivating their employees. The

management maintains good relationship with their employees. The 11R department has

established several schemes and projects for the appraisal and welfare of the employees. The 1IR

manager and IIR executive manager the dependent functions.

HR department is concerned with people dimension. It deals with recruitment of employees,

such as inviting applications, conducting tests. interviews, etc. appointment of employees,

training and development of employees is a very important function of the HR department. The

department gives induction training to all employees with respect to their designations. In KAL.

IIR department maintains a detailed report about each employee in which past and present

performance level will be furnished. The department also provides enough information to the

employees about the company's present state and the further goals.

6.5.1 DETAILS ABOUT HR

1. Number of employees :-

In KAL, there arc 425 employees. Most of the employees arc females. In addition, there are 87

contract employees and 30casual works.

2. Shift system ;-

The company works on the basis of shift. The company has two shifts in a day for the workent

and a general shift for the officers and staff.

They are :

General shift - 9 am to 5 pin

1 st shift - 8 am to 4 pm.

2ndshifl - 4 pm to 12 am.

3. Uniforms :-

Workers have uniforms : Navy blue shirt and pants for male workers and blue sarec for

workmen, except clerical staff, wear light titling clothes or uniform during working hours as may

be prescribed by the company.

4. Attendance :-

All workmen register their attendance at least 5 minutes before the stipulated shift time.

Attendance is recorded using punching card system.

Each worker Inserts his card in electronic punching clock at the tune of arrival and departure.

Workmen attending late are liable to wage deductions on prorate basis.

5. Leaves :-

All employees are given leave in accordance with provisions of the Factories Act. 19*18. The

details about leave arc as follows :

52 off days.

13 casual leave.

18 privilege leave.

Medical leave.

Maternity leave.

6.5.2. FUNCTIONS OF HR DEPARTMENT :-

Recruitment :-

Recruitment is one of lite important functions of HR department in an organization. In KAL,

applications are mainly invited by :

Reference by employees

External sources:

Seniority basis from the existing employees.

In Kerala Ayurveda Ltd. The recruitment policy in its broadest sense is as follows:

1. To find the best qualified person for each job

2. To offer challenging opportunities for lifetime working career.

3. To provide programs and facilities for personal growth on the job.

Selection :-

The selection of the office staff is based on qualification. The performance of the workers is

analyzed at the time of training.

Induction :-

Induction is the process of introducing an employee to the organization, copmay policies, rules

and regulations, responsibilities and workers etc. The responsibility of introducing an employee

will be with HR department.

Training :-

KAL provides training for their employees at the time of job. Executive employees are provided

training outside the organization. Every year, HR department will enquire with all department

heads whether any employee needs training or not. Training will be for 3 days from 10 am to 4

pin

Promotion :-

In KAL promotion is provided on the basis of performance and experience. Except these, the

other criteria are efficiency and skill. These are assessed through tests and interviews by experts.

6.5.3. WELFARE MEASURES

Welfare means faring well. Kerala Ayurveda Ltd. Provides various welfare facilities to the

employees.

1. Canteen facilities.

2. first aid applications

3. Uniforms

4. Mask. cap.

5. Recreation facility

6. Drinking water facilities.

7. Medical allowance

8. Washing facilities.

METHODOLOGY;-

The course contains lectures, discussion, demonstration and handles training 6.5.12

HUMAN RESOURCE DEPARTMENT STRUCTURE

MD&CEO

SENIOR MANAGER

ASSISTANT MANAGER

WELFARE OFFICER STAFF

6.6 MARKETING DEPARTMENT

Marketing management is a business discipline focused on the practical application of marketing

techniques and the management of a firm's marketing resources and activities. Marketing

managers arc often responsible for influencing the level, timing and composition of customer

demand in a manner that will achieve the company's objective.

Marketing is the first step for efficient sales. Marketing department is one of the most important

departments for each and every concern. Meeting places a hilarious role in uplifting good sales.

Marketing does not include the sales of the product but it also involves the awareness about the

product in the market.

In KAL, market manager leads marketing department. Marketing department adopts sales

promotion. Advertisement and personal selling program and also prepares marking policies.

KAL markets their products through their branches and franchisees. Branches are directly

controlled by the company.

6.6.1. COMPETITORS

The main competitors to the Kerala Ayurveda Ltd.Arc :

1. Dabur

2. Koltackal. Malappuram

3. S.D. Pharmacy. Alappuzha

4. Bodhi

5. Vaidarathnam.

6. Nagarjuna. Thodnpzha.

7. Oushadi Pharmaceuticals, Thrissur.

8. AryaVaidhyasal, Karikodc.

6.6.2. MARKETING STRATEGY

The strategy that has been adopted by the firm is customer oriented. KAL's marketing Strategy

evolves ar4ound its product quality. The company does not aim at marketing profit by competing

with the local manufactures rather it aims at niche marketing. Niche marketing is typically a

small market. Needs are not well secured.

KAL has mainly three segments : Local market, National market and Export market. About 50%

of sales constitute interstate sales (local market)

6.6.3. POSITION AND TARGET MARKET SEGMENT

Rather than complete with small scale manufacturers and indulge in profit - sapping, price war

KAL has taken decision to move up the value scale and offer technology superior products to

profitable niche at a premium. As there are products that cannot be duplicated by other

manufacturers with low technologies base and product development capabilities, KAL

commands a sizable presence in its largest segment.

It can be said that KAL has positioned its brand in the upper end of the market and target those

segments which require the quality often slackened by willingness to pay for its. KAL is

committed to use the latest technology in the field of Ayurveda processing and continuously

upgrades its processes.

6.6.4. OBJECTIVES

1. To fulfill the customers satisfaction

2. To increase the'company's sales

3. To distribute quality products in the market.

4. To explore new market of the company's product.

5. Ultimately, to attain company's objectives.

6.6.5 FUNCTIONS OF MARKETING DEPARTMENT

a. COORDINATE with the sales department and co-effectively develop

customer feedback.

b. Effectively formulate marketing’s strategies of company's product

based on feedback.

c. Research in consultation with top management.

d. To prepare market policies and programs to support the marketing

e. Strategic of the company's product.

f. Interact with works department, quality control department, sales and

logistic departments to ensure that the customer gets the ordered

material to his/her requirements.

g. Control over marketing staff.

h. Developing effective channels of distribution.

i. Pricing Plicies

j. Gather and convey customer ideas and suggestions to product and services.

k. Conduct advertising programs.

6.6.6 GEOGRAPHICAL MARKETS

The market can be broadly divided into two :-

Inside Kerala

Outside Kerala

Marketing inside Kerala.

The product marketing is mainly divided into two major divisions. They are AGNI and

PRIIHV1. PRITIIVI manages the marketing of classical drugs like Kwathas. Arishlas etc. There

arc more than 300 classical manufactured And marketed by KAL. AGNI markets the proprietary

medicines and it also concentrates on allopathic in order to bridge the gap between allopathic and

Ayurveda.

Kerala Operation

Branches Distributors Agencies Stocking Doctors

Marketing outside Kerala

KAL has an exclusive marketing network, which covers all of South India and some North parts.

They have agencies and deposits at Karnataka, Tamil Nadu. Andhra Pradesh, Maharashtra and

Gujarat.

OUTSIDE KERALA

DEPOT (ANDHRA PRADESH)

DEPOT (MUMBA1)

DEPOT (CHENNAI)

DEPOT (MADURA I)

DEPOT (KARNATA KA)

6.6.7SALES PROMOTION ACTIVITIES

The various sales promotional activities are

Conducting medical camps.

Local publicity

Awareness program

Local brand building program

6.6.9 DURITES AND RESPONSIBILITIES OF SALES MANAGER.

1. Ensure supply of required medicines to distribution agencies and super stockiest,

agencies etc.

2. Supervise and monitor the activities of Field staff.

3. Provide adequate training to Held staff.

4. Carryout adequate training to field staff.

5. Preparation of sales budget.

6. Design promotional activities to achieve the targeted sales.

7. Arrange to collect and tabulate data on the market as required.

8. Preparation of proposals for target based incentives for marketing field staff.

9. Responsible for collection of payment and outstanding dues.

10. Organizing monthly meeting of field staff.

6.7 FINANCE DEPARTMENT

Finance is the life blood of n business. Without finance neither any business can start nor

successfully run. Financial management leads financial department of KAL. Financial

management deals with managing working capital and long term investment. It includes

activities like financial planning, preparing financial accounts, cash flow and fund flow

statements, etc. they also make quarterly and yearly financial reports.

In KAL, financial department supervise internal audit, budgeting and other internal control

systems. It analyzes the cost of each process and each product. Accounting works are mainly

done through computers using software's like Integrated Info system and Tally

6.7.1 SOURCES OF FUNDS

The main sources of funds in Kerala Ayurveda Ltd are from :-

Sales

Issue fo shares.

Bank loans and overdraft

Fund raised from public schemes.

Performance analyzes

Due to significant increase in raw material cost, employee costs and other administrative

overheads in 2008 operational results entered in net loss of Rs. 163.20 lakhs as against net loss of

Rs. 44.609 lakhs in the previous year..

6.7.2 VALUATION OF VARIOUS ITEMS

I. Fixed assets :-

Fixed assets are stated as cost less depreciation.

Depreciation is charged on stringht line method, at the rate described in schedule XIV of

the Company Act, 1956

II. Investments :-

Investments arc valued at cost. Fall in value of investment other than the temporary nature is

provided for each material.

III. Inventories :-

Raw materials, consumables and work - in - progress arc valued at cost or net realizable value,

which is lower. Stores and spares are valued at cost.

IV. Basis for preparation of financial statements :-

The financial statements arc prepared under the historical cost convention on accrual basis of

accounting and in accordance with policies generally accepted in India.

V. Revenue recognition :-

Sales are net of rebate and discount and include excise duty and sales tax.

VI. Employee Benefits / Retirement Benefits

Leave Encashent Benefit is accounted on the basis that such benefits arc payable to

employees at the end of the year.

Gratuity Provision is made based on actuarial valuation

Provident Fund contribution is as per the rate prescribed by the related Act.

6.7.3. FUNCTIONS OF FINAICAL DEPARTMENT

Allocation of funds.

Resizing funds.

Profit planning

To propose profit and loss account and profit and loss appropriation

accounts.

To propose cash flow and fund flow statements

To propose and quarterly and annual financial reports.

Supervise internal audit costing, budgeting and other internal control.

To analyze and evaluate various trends and net worth ratio, debt equity.

current ratio.

To estimate value of assets, current asset and liability.

To prepare the financial account and then submit it to the top management

for approval.

PERFORMANCE ANALYSIS

the financial year under review, the total revenue of the company Rs.204SLacs from l828Lacs in

the corresponding previous financial year a "growth rate of 12%. The total revenue including its

sub- i on a consolidated basis tor the year is 3330LaCS against 1198. and the ' s mainly on

account of restructuring of operations of KAL US order to stem the losses.

The operational results For the financial year ended with a net loss of 163.191 as against a net

loss of 394.66Lacsin the previous year, with a marked improvement in EBITDA. The results on

standalone basis have become EBITDA positive during the year. EBITDA on standalone basis

registered an improvement of 257Lacs as compared to previous year, which in the current years

tads at S4Lacs profit and on consolidated basis registered improvement of 844.59Lacs as

compared to previous year and now stands at 90 Lacs profit.

6.7.4 DIVIDEND

In the absence of profits for the period under review, your Directors are not in a position to

recommend any dividend to the members of the company.

BUSINESS REVIEW

The financial year uderreive was a remarkable year for your company in terms of business

development as it has opened new franchise wellness centers at Goa, Banagalorc (RR N'agar)&

Jammu and restructured its business model by creating partnership with Doctors in India and

USA. Your company has alo rationalized organization system to improve productivity and

reduce the overheads and these efforts contributed significant reduction of 24 % in overheads

during the year.

The company's non-productive assets located at Poolani, Kerala and Puttaparthy were disposed

off in order to channelize the funds required for the business and the term loans were fully

repaid during the year and thus substantial savings in interest cost was achieved.

Your Company has invested behind establishing purity of the ingredient supply chain, which

ensures standardization, product integrity and consistency.

KAL has invested during the year aggressively on research, aimed at establishing scientific

validation for proprietary Ayurvedic formulations and plan to continue the investments on

research in FY 2011 -12. The research consultancy income has improved from 122 Lacs to

458Lacs. Showing an increase of 336 Lacs.

6.7.5 PERFORMANCE OF SUBSIDIARIES

Indian Subsidiary

During the year under review, M/s Ayurvedagram Heritage Wellness Centre Pvt. Ltd.Has

achieved a turnover of 366 Lacs against a turnover of 345LacS in the previous financial year.

The net profit of the company, after providing for tax has increased substantially to 46.27Laes

from 6.30Lacs in the previous year, mainly due to cost controlmeasurcs, despite the

globalmcldown and travel advisory warnings issued by western countries including USA.

Overseas Subsidiaries

The combined turnover of overseas subsidiaries was 984.85Lacs as compared to 2426.67Lacs in

the previous year, registering a downslide of 59% during the year. Operations of the US Ayu

subsidiaries namely Ayurvedic Academy Inc, Ayu Natural Medicine Cline PS and Ayulnc, have

stabilized after restructuring and has shown improvement by reducing the losses considerably.

The nursing business under CMS Katra Nursing LLC was serverly impacted due to visa

retrogression and consequently nurse domestic staffing business was temporarily suspended

sicne unviable.

VI.7.6 NOTES FORMING PART OF ACCOUNTS

1. A.SIGNIFICANT ACCOUNTING POLICIES FOLLOWED IN THE

COMPILATION OF ACCOUNTS

Basis for preparation of financial statements and method of accounting

The financial statements arc prepared under the historical cost convention on accrual basis off

accounting and in accordance with policies generally accepted in India including Accounting

Standards issued by the institute of Chartered Accountants of India.

2. Use of estimates

The preparation of the financial statement in conformity with the accounting standards generally

accepted in India requires the management to make estimates that affect the reported amount of

assets and liabilities disclosure of contingent liabilities as at the date of the financial statement

and reported amounts of revenues and expenses for the year. Actual results could differ from

estimates.

3. Fixed Assets

Fixed assets arc stated at cost less depreciation. Cost includes expenses related to acquisition

and installation of fixed assets. Depreciation is charged on Straight Line Method at the rates and

in the manner prescribed in Schedule XIV of the companies Act 1956. In respect of software

developed internally the cost is amortized over a period of 5 years.

4. Borrowing costs

Borrowing costs that are attributable to the acquisition or construction of qualifying assets are

capitalized as part of the cost of such assets. A qualifying asset is one that has necessarily taken

substantial period of time to get ready for intended use. All other borrowing costs are charged to

revenue.

5. Inventories

Raw materials, consumables and work-in-progress are valued at cost or net realizable value,

whichever is lower. Stores and Spares are valued at cost.

6. Revenue Recognition

Sales are net of rebate, discount excise duty and sales tax (VAT). Treatment income &

consulting charges is recognized on completion of each service and consultation and

research/healthcare consultancy income is recognized on accrual basis.

7. Transactions in Foreign Exchange

Foreign currency transactions are recorded at the rates of exchange prevailing on the date of the

transaction. Foreign currency assets and liabilities at the yearend are iransalted into rupees at the

rate of exchange prevailing on the date of balance sheet. All exchange differences arc dealt with

in the statement of accounts.

8. Employee Benefits / Retirement Benefits.

Leave Encashment Benefit accounted on the basis that such benefits is payable to employees at

the end of the year.

Gratuity Provision is made based on actuarial valuation.

Provident fund contribution is as per the rate prescribed by the related Act.

9. Miscellaneous Expenditure

1/5 of the preliminary expenses and initial advertisement & sales promotion expenditure are

written off every year. Goodwill on merger appearing in the Rook has been amortized in the ratio

1 5 from ?006 - 07 onwards.

10. Research and Development.

Revenue expenditure on research ami development is charged to profit and loss account. Capital

expenditure on research and development is included as a part of fixed assets and depreciated on

the same basis as other fixed assets.

11.Intangible Assets

Intangible assets are recognized on the basis of the future economic benefits that will flow to the

enterprise. The assets are recorded at the price paid to acquire them. Intangible assets will be

written off over a period of their estimated useful lives.

12. Impairment of assets

Impairment loss if any is provided to the extent the canning amount of assets exceeds their

recoverable amount. Recoverable amount is higher of an assets net selling price and its value in

use. Value in use is the present value of estimated future cash flows expected to arise from the

continuing use of an asset and from its disposal at the end of useful life.

13. Investments

Investments are stated at cost less provision for diminution other than temporary in their values.

14. Provision for Tax

Income ta and Deferred tax provision for the year is made after taking into consideration benefits

admissible under the provisions of the Income Tax Act, 1961. Defrredtax resulting from timing

difference' between book and taxable profit is accounted by using the tax rates and laws that are

enacted or substantively enacted on the Balance Sheet date. The deferred tax asset is recognized

and carried forward only to the extent that there is a reasonable certainty that the asset will be

realized in future.

6.7 RESEARCH AND DEVELOPMENT DEPARTMENT

KAL pays lop priority to Ayurvedic research as it aids the metamorphosis of ancient Ayurvedic

wisdom for the benefit of present humanity. Research and Development (R & D) enter of KAL is

wells equipped and is engaged in various research activities spanning all the areas of Ayurvedic

research. The department of science and technology. Government of India, has approved this

center. The R & D division is presently engaged in drug research, clinical research,

pharmaeeuticl reserch, research in ago-techniques and which are being manufactured and

marketed by KAL. The department also ensures the quality of products of KAL by keeping a

close watch on each and every phase of production and by monitoring with its scrupulous

criteria.

Rseareh and Development department is very essential for every company.lt help the company to

expand in many ways. R & D Wings plays a vital role in all specific aspects of the company

regarding production, formulation, standardization monitoring quality of products etc, apart from

the active role in agricultural fiedl. Research and Development department takes an active part to

expand their business, technology etc. New products are formulated by the R & D Wing after

intensive research, animal trials and clinical trials. The drugs developed by it for specific

diseases have established a good reputation among doctors and patients. Standardization of

treatment and therapies are managed by clinical R & D. in which experts in various disciplines

are engaged.

6.7 RESEARCH AND DEVELOPMENT DEPARTMENT

KAL pays lop priority to Ayurvedic research as it aids the metamorphosis of ancient Ayurvedic

wisdom for the benefit of present humanity. Research and Development (R & D) enter of KAL is

wells equipped and is engaged in various research activities spanning all the areas of Ayurvedic

research. The department of science and technology. Government of India, has approved this

center. The R & D division is presently engaged in drug research, clinical research,

pharmaeeuticl research, research in ago-techniques and which are being manufactured and

marketed by KAL. The department also ensures the quality of products of KAL by keeping a

close watch on each and every phase of production and by monitoring with its scrupulous

criteria.

Research and Development department is very essential for every company.lt help the company

to expand in many ways. R & D Wings plays a vital role in all specific aspects of the company

regarding production, formulation, standardization monitoring quality of products etc, apart from

the active role in agricultural fiedl. Research and Development department takes an active part to

expand their business, technology etc. New products are formulated by the R & D Wing after

intensive research, animal trials and clinical trials. The drugs developed by it for specific

diseases have established a good reputation among doctors and patients. Standardization of

treatment and therapies are managed by clinical R & D. in which experts in various disciplines

are engaged.

KAL has a vast herbal garden at Kottai.AIua. This erves as a eonservatoi and nursery' of herbs.

The lare and endangered species forms a major pan of collections. The company cultivates rare

herbs under organic fanning for the manufacture of medicines at its herbal faim spread over 42

acres at Thali in Tamil Nadu.

6.8.1 Advantages of R & D

Raw material development

Analytical research

Product validity and reliabilitystuido.

New product development.

6.8.2 FUNCTIONS OF R& D DEPARTMENT

New product development

New Process development

Waste utilization

Pollution Control.

6.8.3 HERBS FARMING

Research and development division of KAL has a prestigious herbal garden, which is actually

gene with more than 1200 species of rare and endangered medicinal plants, collected by

conducting extensive surveys.

Herbal garden and a herbarium of these collected plants serve as a center of excellence to

Ayurvedic doctors, students and research scholars of various facilities and provide awareness to

the public about rich herbal heritage. The | nursery attached to the herbal garden is a nodal

agency, engaged in the propagation and dissemination of qualii) planting materials to fanners

with a buy back arrangement to inculcate the habit of medicinal farming among them. Plant

introduction, acclimatization and commercial cultivation of selected varieties are targeted to have

better quality raw materials to our products with increased biomas and active ingredients.

Research on these lines is as ongoing process and has standardized agio-technology tor 20 high

value medical crops. I Bio chemical evaluation Tor these cultivated species is continuing to fix

the optimum period of harvest and to evolve complete quality protocols.

6.8.4 DUTIES AND RESPONSIBILITIES OF SENIOR MANAGER

(QUALITY CONTROL ) :

Control and administer each and every activity of Research and Development.

Giving proper guidelines to the subordinates based upon the plants and policies

formulated.

6.8.5 DUTIES AND RESPONSIBILITIES OF JUNOR MANAGER (QUALITY

CONTROL ):-

1. Conduct test under different areas.

2. Reporting to Senior Manager about the activities conducted over there. Verifying the

documents relating to Quality Control.

3. Checking the standards of raw materials, in-proecss and finished goods items based upon the

Standard Operating Procedure (SOP)

6.8.6 DUTIES AND RESPONSIBILITIES OF A MICRO

BIOLOGIST (QUALITY CONTROL ):

A. Checking the microbial counts of various products as per who (World

Health Organization) and USFDA.

B. Maintaining the Standards prescribed by the WHO

C. Routine checking the area colony count in production areas.

D. Conducting various studies like anti-bacterial activities and anti-fungal

actions of various plants and their extracts.

SWOT ANALYSIS

STRENGTHS: -

. Brand image:- KAL having a high brand image in the field of ayurvedic products so its

creating high loyalty customers.

Operational experience:- in the field of ayurvedic products they made upon a excellent

experience through their stable and efficient operation.

Quality: - the company keep on maintaining their products with high quality

Technical advancement:- The company is using modern and efficient machines and

are keep on changing or modifying machines according to the technology change.

The company having a dedicated and very efficient workforce so the industrial

relationship and the work environment is so harmonial.Company having a good financial

position

The employee turnover is very less.

The company is situated in a eco friendly and pollution free area.

WEAKNESSES :-

Growth rate is comparatively low

. Less advertisement and sales promotion

No channel of istribution

OPPORTUNITIES :-

Company is in lucrative area where there is scope for development and growth.

Herbals are considered to be very essential and there is possibility of stable

demand.

Due to increasing population growth rate the demand for the product is likely to

be high in near future.

Company can expand market globally.

The global demand supply situation is favorable to Ayurvedic medicines.

Because of the uniqueness, Ayurveda products being alternative system of

medicine have very good potential to win considerable share of world market.

Reportedly UK, UAE, Sweden Indonesia and USA have already recognized

Ayurveda as a health care system and 30 more countries arc on the verge of doing

so.

India with it's vide variety of climatic soil conditions has ample scope in gaining a

foothold in the global plant based pharmaceutical market.

More awareness and acceptance in the western world has increased the demand

for Ayurvedic medicines and treatments.

The domestic Ayurveda market is expected to reach around Rs.6000

crore business in next two years in view of rising demand for Ayurvcidc

therapy and products.

THREATS :-

The major challenges faced by Ayurveda Sector are :-

Lack of standardization and validation of Ayurvedic products as per the

modern trials.

Non-availability of right and quality raw materials especially medicinal plants.

Easing the power relations and framing an adequate export policy.

Absence of adequate scientific documentation is considered to be the basic

problem. which is the limiting factor faced by this industry from its very

beginning.

The lack of facilitating regulations for the Indian medicinal products in most

of the countries has been the major hindrance for the growth of the sector.

Export certification of Ayurveda and other herbal products has been along

pending demand of the industry

Some of the other challenges are as follows :-

Scarce resources :-

The main raw material, herbs, is a scare resource and is likely to be of shortage in the

long run.

Environment threats :-

Deforestation and similar environmental threats are a serve problem for the company.

Government policies :-

Government policies can affect the entire industry.

Competition :

Company faces severe competition from local and international markets.

Industrial dispute :

KAL OPHKATCS in Kerala, which is known for its high labour sensitiveness and hence, strikes

and lockouts are likely to occur

FINDINGS AND SUGGESTIONS

FINDINGS:-

The company has a good financial position.

KAL has a good administration.

It has a responsible marketing department , which is its key function.

Kerala Ayurveda Ltd. Is a leading export company to Europe and Asia.

Employee participation in decision process is good.

There is a lack of career growth opportunity in the company.

Training and development of employees arc not satisfactory.

Welfare schemes are not sufficient.

SUGGESTIONS:-

The company can reduce the cost of products.

It can promote the product through exhibition fair trade, etc.

Trailing and development programs may be conduced more frequently. So special course

and lectures and confect method of tinning should be conducted

Employee participation in decision making process may be made more efficient.

A close watch may be kept on its competitors to study their marketing strategies and

products to develop counter - marketing strategies.

In addition to monetary benefits, recognition and appreciation from the superiors may be

used to boots employee satisfaction and thereby performance-Recognition of employee's

satisfaction is a powerful social reward for most people.

CONCLUSION

In the development of new technologies, Ayuredic products arc increasing their market potential

in national and international levels.

Understanding customer's needs plays a vital role in formulating effective marketing strategies.

From the study it is found that majority of the customers are not aware of the product the

company can capure large market, if it creates awareness about the product through appropriate

promotion mix.

It is also clear from the study that the qualities of products arc well accepted, but due to the

availability of competitive products at cheaper prices, KAL products are having low demad.

From the study, it is also clear that the quality of the products is well accepted, but due to the

availability of competitive with cheaper priecs. some of the customers are not ready to buy KAL

products.

KAL products with its comparatively high price and low marketing , is ineffective in the market

it is not easy to penetrate into this market segment. The management has implemented new

marketing strategies and products are priced at a competitive price, which will help tile company

lead in the market.

After the study of each and every department, according to researcher concept latest technology

with an efficient work force and proper management is found in Kerala Ayurveda Limited.

BIBLIOGRAPHY

Kerala Ayurvedic reports, magazines and Journals

www.ayurvcdagram.com

www.ayurvcdaacademy.coni

www.avurvedacollegc.com

www.indiatzone.com

www.keralaayurveda.biz

www.naturalhcalcrs.com

www.nutraceuticalsworld.com

www.avurvcdaonline.com