A PROJECT REPORT ON

BUSINESS EXPOSURE

SUBMITTED TO UNIVERSITY OF PUNE

IN PARTIAL FULLFILMENT OF THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

BY;

ARJUN ANIL INDULKAR

S.Y.B.B.A.

SEMESTER – IV

ROLL. NO. – 75

UNDER THE GUIDANCE OF,

MRS. PINKY AGARWAL (CO- ORDINATOR)

&

PROF. NEETA KAMATH

NESS WADIA COLLEGE OF COMMERCE,

V. K. JOAG PATH,

PUNE- 411001.

2010- 2011

MODERN EDUCATION SOCIETY’S

NESS WADIA COLLEGE OF COMMERCE

19, PRIN. V. K. JOAG PATH, PUNE-411001

PH. NO.- (020) 26167024

CERTIFICATE OF PROJECT COMPLETION

This is to certify that the project-work tilted

INDUSTRIAL EXPOSURE (FIELD VISIT)

AND

GUEST LECTURES

Have been completed satisfactorily in partial fulfillment of B.B.A.

(SEM IV) course of the University of Pune for the academic year 2010-

2011 by the following student of “Ness Wadia College of Commerce”

Pune.411001.

MASTER______________________________________

Place: Pune.

Date:

Principal Project Guide Co-ordinator

Dr. M. M. Andar Prof. Neeta Kamath Prof. Pinky Agarwal

2

ACKNOWLEDGEMENT

I would like to acknowledge and express my deep sincere gratitude to Mrs. Pinky Agarwal, our coordinator, for all the hard work she has put into arranging our highly educational industrial visits at very reputed industries and arranging our guest lectures from highly reputed individuals.

I would also like to thank our business exposure teacher, Mrs. Neeta Kamath, for all the extra efforts and time she has put into clearing all our doubts, dictating material to us and going through our rough and soft copies to ensure that our assignments are nothing but perfect.

I would also like to sincerely thank all the faculty members that have taken time out from their own personal time to come with us to the various industrial visits, help us with our queries and guide us in the right direction.

And last but not the least, I would like to thank our wonderful college for creating an environment that encourages us to work harder and achieve our goals. Without which our intelligence would have caved in on itself.

- Arjun Indulkar

3

INDEX

Sr. No.

TOPICS PAGE NUMBER

A. THEORY CHAPTERS 5- 281. INDUSTRIAL EXPOSURE 62. INDUSTRIAL REVOLUTION 143. FORMS OF BUSINESS ORGANIZATION 19

B. INDUSTRIAL VISITS 29- 1041. KATRAJ DAIRY 302. ULTRA TECH- READY MIX CONCRETE &

CEMENT BRICKS65

3. DEEPAK NITRITE LIMITED 804. BAKER GAUGES 89

C. GUEST LECTURES 105- 1321. MERGERS AND ACQUISITIONS 1062. ECO- EXIST 1153. MARKETING LECTURE 127

D. MASTER CONCLUSION 133

E. BIBLOGRAPHY 134

4

THEORY

CHAPTERS

5

INDUSTRIAL

EXPOSURE

6

MEANING

The word “industry” comes from the Latin word “industria” ,

with the senses “activity” “ability” and a “trade or occupation” our word

[first recorded in 1475] originally meant “skill” “advice” and “diligence”

as well as “a trade”.

WHAT IS INDUSTRY?

An industry is any group of business that share a common

method of generating profits, such as the movie industry, the automobile

industry, the cattle industry etc. An industry is concerned about the

production of goods by the utilization of available material resources. It

signifies the activities that aim at production, processing, and fabrication

of products.

An industry is a general term to describe a group of businesses

doing similar things. For instance, the mortgage industry elates to all the

people creating originating and working with loans.

The textile industry works with clothing.

7

The petroleum industry works mainly with gas, although one

could say the fossil fuels industry includes the companies working with

petroleum, natural gas and coal.

Primary Sector

Primary sector of industry is agriculture, mining, and raw

materials extracting. This involves the extraction of resources directly

from the earth; this includes farming, mining and logging. They don’t

process the products at all.

CATTLE REARING FISHING AGRICULTURE

Secondary Sector

Secondary sector of industry is manufacturing. This group is

involved in the processing of products from primary industries. This

includes all the factories- those that refine metals, produce furniture, or

pack farm products such as meat.

8

PRODUCTION PROCESSING CONSTRUCTION

Tertiary Sector

Tertiary sector of industry is service production. This group is

involved in the provision of services. They include teachers, managers,

and other service providers.

MANAGERS TEACHERS

Quaternary Sector

Quaternary sector is a knowledge industry focusing on

technological research design and development such as computer

programming and biochemistry. It is a comparatively new division. It is

an extension of the 3rd sector hypothesis of industrial evolution. It

principally concerns the intellectual services like Information generation,

9

information sharing, consultation education and research and

development.

BIOTECHNOLOGY COMPUTER PROGRAMMING

DEFINITION OF AN INDUSTRY

It is that part of a business activity that produces goods and/or

services through utilization of the available material resources. Goods or

services produced by the industry are used either by the industry or by the

final consumer for satisfying their wants or by producers for further

production. These are called consumer goods and producer’s goods

respectively.

- Henry Ford.

The word industry can be defined as:-

1) Consistent effort exerted to produce or accomplish something.

2) The activity of manufacturing goods for sale.

3) All manufacturing enterprises collectively.

4) A field of activity developed to a particular product or service.

- Robert Kiyosaki

10

TYPES OF INDUSTRIES

Extractive Industries

These are concerned with supplying commodities, which are

extracted from the earth. The products of these industries are generally

used by manufacturing and constructive industries for making finished

goods. E.g.:- mining, coal, natural gas, oil, iron ore, steel. Etc.

MINING NATURAL GAS RIG

Genetic Industries

Refers to industries under which plants and animals are grown

for the purpose of sale to consumers. E.g.: - botany, horticulture, tobacco,

dairy, poultry farming, ivory, meat, etc.

11

BOTANY POULTRY FARMING

Manufacturing Industry

These industries convert raw materials into finished or semi-

finished goods, are called manufacturing industries. E.g. automobiles,

electronics.

AUTOMOBILE PRODUCTION ELECTRONICS PRODUCTION

12

Construction Industry

These are concerned with the construction of building dams,

roads, bridges, etc. The raw materials that are used by these industries are

the products of the manufacturing industries. Business provides not only

goods but also services. Service industry does not produce any tangible

goods. These are engaged in providing services to the public.

[LA LIVE, UNDER CONSTRUCTION]

13

INDUSTRIAL

REVOLUTION

14

POSITIVE EFFECTS

The industrial revolution changed the ways by how the world

produced its goods. It also changed our societies from a mainly

agricultural society to one in which industry and manufacturing is in

control. During this time, there were many new advances, socio-

economic and cultural problems that aroused. On the technological front

the biggest advancement was in steam power. New fuels such as coal and

petroleum were incorporated into new steam engines. This revolutionized

many industries including textiles and manufacturing. Also a new

communication medium was invented called the telegraph. This made

communication across the ocean much faster. The time of the industrial

revolution saw dramatic change from tools and handmade items to

products, which were mass-produced by machines. Workers became

more productive and since more items were manufactured the prices

dropped making exclusive and hard to make items available to the poor

and not only the rich and elite. Life generally improved.

NEGATIVE EFFECTS

The industrial revolution also proved harmful. Pollution

increased, working conditions were harmful and with the employment of

women and young children, making them work long and hard hours.

Along with the great leap in technology, there was an overall downfall in

15

the socio-economic and cultural condition of the people. Growth in cities

was one of the major consequences of the industrial revolution. Many

people were driven to the cities to look for work. With the new industrial

age a new quantitative and materialistic view of the world took place.

This caused the people to consume as much as they could. This still

happens today living in small wages that requires small children to work

in factories for long hours.

The industrial revolution was not a good revolution for the

planet. From the time of its start, the factories and industries have

increased the level of carbon in the atmosphere by two folds. Also in our

drive for consumerism, our planets natural resources are being depleted at

an alarming rate. Pollution by nuclear waste, pesticides and other

chemicals are also the result of the industrial revolution.

16

AIMS AND OBJECTIVES OF BUSINESS EXPOSURE

They can be classified as follows: -

1) Primary aims and objectives

2) Secondary aims and objectives

Primary Aims and Objectives

To understand various problems faced by the industry today.

To understand different forms of organisations in different sectors

of the industrial world.

Be acquainted with the practical exposure in the industry.

To study the functions of different forms of organisations

To find out how different forms of organisations contribute to the

growth and development of the economy.

To understand quantitative and qualitative changes that have taken

place in the industrial sectors of the economy.

To understand the role played by industries in the growth of the

Indian economy.

To understand reforms in the industrial sector.

Secondary Aims and Objectives

17

To understand various manufacturing methods like job batch, mass

flow and process production.

To understand the roles and responsibilities of the supervisory,

executor and managerial level in the production functions.

To study the interrelationship among the departments of production

and manufacturing, finance, marketing and human resource management.

To study the personal structure in the organisation.

Production planning and control and requirement of planning

department.

To study the quality of production, causes of variation and quality

control.

To study the advantages and disadvantages of product line layout,

plant layout and process layout.

18

FORMS OF

BUSINESS

ORGANISATION

19

INTRODUCTION

Business organization refers to all necessary arrangements

required to conduct a business. It refers to all those steps that to be taken

for establishing relationships between men, materials and machinery to

carry out business efficiently for profit maximization.

The development and growth of forms of business

organizations is closely interconnected with the stages of economic

development of a country. The Industrial, Transport and Commercial

Revolution brought about fundamental changes in the business, i.e., in

industry as well as in commerce. The establishment of big factories and

mills, production of goods on large scale by power driven machines for

ever expanding markets led to the expansion of the units of business.

Thus, industrialization of a country accelerated the evolution and

development of business organization.

FORMS OF INDUSTRIAL ORGANIZATION

SOLE PROPRIETORSHIP

PARTNERSHIP

JOINT HINDU FAMILY

CO- OPERATIVE SOCIETY

20

JOINT STOCK COMPANY

SOLE PROPRIETORSHIP

A sole proprietorship is a business owned by one owner. The

owner may operate on his/ her own or may employ others. It is a business

enterprise that is exclusively owned, managed and controlled by a single

person with all authority, responsibility and risk. This is the most

common type of business.

ADVANTAGES OF SOLE PROPRITORSHIP

1] Formation & Closure-

Hardly any legal formalities are required to start a sole

proprietary business.

2] Quick Decision Making-

21

A sole proprietor enjoys considerable degree of freedom in

making business decisions.

3] Direct Incentives-

A sole proprietor directly reaps the benefits of his efforts, as he

is the sole recipient of all the profits.

DISADVANTAGES OF SOLE PROPRIETORSHIP

1] Limited Resources-

Resources of a sole proprietor are limited to his personal

savings, borrowings and loans.

2] Limited Life of the Business-

Death, insolvency or illness of a proprietor affects the business

and can lead to its closure.

3] Unlimited Liability-

It means if the business fails, the creditors can recover their

dues not merely from the business assets, but also from the personal

assets of the proprietor.

PARTNERSHIP

A partnership is a form of business in which two or more

people operate for achieving a common goal, which in most cases is

profit maximization. In most forms of partnership, each partner has

personal liability of the debts incurred by the business. There are three

22

typical classifications of partnership are general partnership, limited

partnership and limited liability partnerships.

ADVANTAGES OF PARTNERSHIP

1] Ease of Formation & Closure-

A partnership firm can be formed easily by forming an

agreement between the prospective partners, where they agree to carry

out the business together.

2] Larger Capital-

In a partnership the capital is contributed by a number of

partners. This makes it possible to raise larger amount of funds as

compared to proprietorship form of organization.

3] Sharing of Risks-

All the partners share the risks involved in running a

partnership firm.

DISADVANTAGES OF PARTNERSHIP

1] Unlimited Liability-

23

Partners are liable to repay debts even from their personal

resources in case the business assets are not sufficient to meet the

business liabilities or debts.

2] Possibility of Conflicts-

Differences in opinion on some issues may lead to disputes

between partners.

3] Lack of Continuity-

Partnership comes to an end with the death, retirement,

insolvency or lunacy of any partner. It may result in lack of consistency.

JOINT HINDU FAMILY

Joint Hindu family business is a specific form of business

organizations found only in India. It refers to a form of organization

where, the business is owned and carried on by the members of the Hindu

Undivided Family (HUF).

ADVANTAGES OF JOINT HINDU FAMILY

24

1] Effective Control-

The ‘Karta’ has absolute decision-making power. This avoids

conflicts among members as no one can interfere with his right to decide.

2] Continued Business Existence-

The death of the ‘Karta’ will not affect the business, as the

next eldest member will then take up the position.

3] Limited Liability of Members-

The liability of all the co- partners except the ‘Karta’ is

limited to their share in the business, and consistently their risk is well

defined and precise.

DISADVANTAGES OF JOINT HINDU FAMILY

1] Limited Resources-

The Joint Hindu Family business faces the problem of limited

capital as it depends mainly on ancestral property.

2] Unlimited Liability of ‘Karta’-

The ‘Karta’ is bound by unlimited liability. His personal

property can be used to repay the debts.

3] Dominance of ‘Karta’-

The ‘Karta’ is the final authority in a Joint Hindu Family. If

the members have different interests or different ideas of where the

business should be, and if these interests or ideas are not acceptable by

the ‘Karta’, it may lead to conflicts that could break the family apart.

CO- OPERATIVE SOCIETY

25

A co- operative society is the voluntary association of persons

who come together with the motive of welfare of the members. They are

driven by the need to protect their economic interests in the face of

possible exploitation at the hands of middlemen obsessed with the desire

to earn greater profits.

ADVANTAGES OF CO- OPERATIVE SOCIETY

1] Equality in Voting Status-

The principle of ‘one man one vote’ governs the co- operative

society. Irrespective of the amount of capital contributed by a member.

2] Limited Liability-

The liability of the members of a co- operative society is

limited to the extent of their capital contribution.

3] Stable Existence-

Death, bankruptcy or insanity of the members do not affect the

continuity of a co- operative society.

DISADVANTAGES OF CO- OPERATIVE SOCIETY

1] Limited Resources-

26

Resources of a co- operative society consist of capital

contributed by the members by their limited means.

2] Inefficiency in management-

Co- operative societies are unable to attract and employ expert

managers because of their inability to pay them high salaries.

3] Difference of Opinion-

Internal quarrels arising as a result of difference in opinion

may lead to difficulties in decision-making.

JOINT STOCK COMPANY

A company is an association of persons formed for carrying

out business activities and has a legal status independent of its members.

The Companies Act, 1956, governs the company form or organization.

ADVANTAGES OF JOINT STOCK COMPANY

1] Limited Liability-

27

The shareholders are liable to the extent of the amount unpaid

on the shares held by them.

2] Transfer of Interest-

The cease of transfer of ownership adds to the advantages of

investing in a company as the share of public limited company, can be

sold in the market and as much can be converted into cash in case the

need arises.

3] Perpetual Existence-

Existence of a company is not affected by the death;

retirement, Insolvency or insanity of its members as it has a separate legal

entity forms its members.

DISADVANTAGES OF JOINT STOCK COMPANY

1] Complexity of Information-

The formation of a company requires greater time, effort and

extensive knowledge of legal requirement and procedures involved.

2] Lack of Secrecy-

The Companies Act, 1956, requires each public company to

provide time-to-time information to the office of the registrar of

companies. Such information is available to the public as well.

3] Delay in Decision- Making-

Companies are democratically managed through the Board of

Directors, which is followed by the top management, middle management

and lower management.

28

INDUSTRIAL

VISITS

29

KATRAJ DAIRY

का�त्रज दुग्धा�लय

30

INTRODUCTION

Our college coordinator Mrs. Pinky Agarwal organized an

industrial visit to Katraj Dairy on the 5th of February 2011. It was a very

well organized day trip to the dairy. Where we got a chance to study the

various steps and procedures involved in the purification of milk and the

manufacturing of various milk products.

KATRAJ DAIRY- PAST TO PRESENT

Katraj Dairy was incorporated in 1960 with an intension of

providing an organized facility of milk collection for the village level

farmers situated in Pune district. Katraj Dairy started with milk collection

of about 0.30 lakh (30.000) liters per day in the first year of operation and

today, has steadily grown to over 1.50 lakh (0.15 million) liters per day

and has a financial turnover of over Rs.150 crores (US$ 33 million).

Katraj Dairy has achieved ISO 9001:2000 & HACCP

certification from DNV in Oct. 2006 & maintained. In Oct. 2009 Dairy

has achieved ISO 9001:2008 & HACCP 2006 Dutch Standard from

Dr. Norskey Veritus.

Katraj Dairy with its eight chilling plants and 12 BMC spread

almost all over the district has an installed milk handling capacity of over

31

5 lakh (0.50 million) liters per day. The main plant of Katraj is equipped

with modern Pasteurizer, homogenizer, Cream separator, Ghee

processing, automatic packing of milk and milk products and other

quality testing devices and well equipped labs. Katraj Dairy has an

installed processing capacity of 2 lakh (0.2 million) liters per day.

Katraj dairy manufactures / Distributes milk and milk products

like Pasteurized/ Homogenized-Cow milk, Toned milk, Double toned

milk, Standardized Milk, Full cream milk, Cow & Buffalo Cream and

Ghee, Shrikhand, Amrakhand, Malai Paneer, Dahi, Flavored Milk, Lassi,

Jeera Tak, Table Butter, Milk Powder, Softy Ice cream, pedha, Khoa and

in the near future plans to introduce sterilized milk in 200ml bottle and

hard ice-cream with different flavors in different pack sizes.

All these products are available at Katraj owned parlors at

various locations in Pune City and through appointed distributors and

retailing circuits. Very soon, Katraj plans to introduce an online ordering

system for its distributors/ retailers and consumers.

Katraj products have been in use in thousands of homes in Pune

since 1961. Katraj Milk, Katraj Ghee, Katraj Shrikhand, Katraj

Amrakhand, Katraj Lassi, Katraj Jeera tak (buttermilk), Katraj cream

have made Katraj a leading food brand in Western Maharashtra. Today

Katraj is a symbol of high-quality milk products sold at reasonable prices,

the genesis of a vast co-operative network triumph of indigenous

technology, the marketing savvy of a farmers' organization.

32

OBJECTIVES OF KATRAJ DAIRY

The objectives of Katraj Dairy are, to build a valued chain of

farmers to source milk at an organized level, manufacture products at a

very high quality level and create a demand for their products in the

competitive market without having any reasons to be pointed at.

This organization has a unique advantage, its strategic location.

Based in Pune city, a place with historic, cultural importance and a major

district in Maharashtra, India. The city is known as ‘the city of students’

because of its large number of educational centers. Another major

advantage is that Mumbai is just 180km. away. Thus using these key

factors, they want to serve the state with their superior quality of milk.

They want the state to crave for this superior quality of milk.

THE FARMERS & KATRAJ DIARY

Prior to Katraj Diary, farmers use to sell their milk to

middlemen. These middlemen were never trust worthy as the farmers

milk was always adulterated with water, promises that were never

fulfilled, the true price at which the milk was sold was never known and

the farmers didn’t get their money most of the time, if they ever got it at

all. Although the farmers didn’t like this system, they didn’t have a

choice, as there were no other alternatives.

However, as Katraj Dairy came along, a new picture was

painted. Katraj simplified this system to eliminate the problems of the

farmers and create a win- win situation for both of them. Katraj

33

strategically placed collection centers in the middle of the villages. Thus

making it very convenient for the farmers to contribute their milk. Further

more, the farmers are paid their money on the spot, based on quality and

quantity of milk. This also creates a meeting point for all the farmers to

discuss various new methods and techniques to increase their cattle’s

milk producing capacity. It also gives the farmers a sense of pride, as they

can be proud of the quality of milk being produced by their cattle.

HOW DOES KATRAJ DAIRY HELP THE FARMERS?

The collection centers pay the farmers for their milk on the spot

based on quality and quantity of milk. Because of which the farmers

don’t have to wait on their money. Katraj teaches and educated the

farmers with new dairy technologies, thus keeping them up to date with a

global market. Katraj also provides the farmers with vitamins for their

cattle, to receive a better quality of milk. They also teach the farmers

what type of fodder is to be fed to the cattle when. They also provide

medical assistance for the cattle, to their limit.

Katraj is also trying to promote organic/green milk. Organic

milk is basically milk from cows that have been exclusively fed organic

feed, have not been treated with synthetic hormones, are not given certain

medications to treat sickness, and are held in pens with adequate space.

34

PRODUCTS PRODUCED AT KATRAJ DAIRY

MILK

Milk is an almost ideal food. It has high nutritive value. It

supplies bodybuilding proteins, bone forming minerals and health giving

vitamins and furnishes energy giving lactose and milk fat. Besides

supplying some essential fatty acids, it contains the above nutrients in an

easily digestible and assailable form. All these properties make milk an

important food for pregnant women, growing children, adolescents,

adults, invalids, convalescents and patients alike.

Milk may be defined as a whole, fresh, clean, lacteal secretion

obtained by the complete milking of one or more healthy Milch animals

excluding that obtained within 15 days before or 5 days after calving or

such periods as may be necessary to render the milk practically

colostrum’s free and containing the minimum prescribed percentage of

milk fat and milk-solids-not-fats.

35

Pasteurization: The term pasteurization refers to the process of

heating each & every particle of milk to at-least 63° C for 30 minutes, or

72° C for 15 seconds in approved and properly operated equipment. After

pasteurization the milk is gradually cooled to 5° C or below.

Homogenization: Homogenization refers to the process of

forcing the milk through a homogenizer with the object of sub dividing

the fat globules.

CREAM

When milk fat is concentrated into a fraction of the original

milk, that portion is known as cream. Cream is a rich portion of milk fat.

Cream is the product of cow or buffelo milk or a combination

thereof, which contains not less than 25 % milk fat.

Various Types of Cream

36

Table Cream } Containing 20 - 25 % milk

fatLight Cream

Coffee

Cream

     

Whipping

Cream

} Containing 30 - 40 % milk

fat

Heavy

Cream

     

Plastic

Cream

  Containing 65 - 85 % milk

fat

Katraj Dairy has been manufacturing plastic cream with 65 - 75

% milk fat.

37

GHEE

Ghee is the pure clarified fat derived solely from milk or from

desi (cooking) butter or from cream to which no coloring matter is added.

Ghee is the clarified butter fat prepared chiefly from cow or

buffalo milk. Ghee is used as a cooking or frying medium, in

confectionary, for direct consumption with rice chappatis etc.

Cow ghee is mainly used in indigenous pharmaceutical

preparations (Ayurveda).

Packing Sizes:

500 gm. Poly pack.

500 ml standy pouch.

15-liter tin.

38

SHRIKHAND

Shrikhand is a semi-soft sweetish - sour whole milk product

prepared from lactic fermented curd. The curd (dahi) is partially strained

through a cloth to remove the whey and thus produce a solid mass called

chakka (the basic ingredient for shrikhand). This chakka is mixed with

the required amount of sugar, cardamom, jaiphal etc. to yield shrikhand.

Packing Sizes:

100 ml plastic cups

250 ml plastic cups

500 ml plastic cups

For Party or catering purpose available in loose bulk sale.

Best for occasions like Gudhi Padwa, Raksha bandhan, Dasara, Diwali

etc.

Direct consume with Puri, Chapatti, for better test.

39

AMRAKHAND

Amrakhand is a semi-soft sweetish - sour whole milk product

prepared from lactic fermented curd. The curd (dahi) is partially strained

through a cloth to remove the whey and thus produce a solid mass called

chakka (the basic ingredient for shrikhand). This chakka is mixed with

the required amount of mango flavour, sugar, cardamom, jaiphal etc. to

yield Amrakhand.

Packing Sizes:

100 ml plastic cups

250 ml plastic cups

500 ml plastic cups

For Party or catering purpose available in loose bulk sale.

Best for occasions like Gudhi Padwa, Raksha bandhan, Dasara, Diwali

etc.

Direct consume with Puri, Chapatti, for better test.

40

MALAI PANEER

Paneer refers to the milk solids obtained by the acid

coagulation of boiled whole milk & subsequent drainage of whey. The

acids commonly used are citric in both natural & chemical forms.

Traditionally paneer has been a variety of pressed channa, used

mainly in preparing cooked vegetable dishes like palak paneer, paneer

butter masala etc.

Packing Sizes:

200 gm rotogravure laminated pouch.

500 gm rotogravure laminated pouch.

1000 gm rotogravure laminated pouch

41

DAHI

Matka Dahi is a fermented milk beverage. Dahi originally was

set using mud pots since ancestral days for the purpose of getting that

unique flavour & taste gained due to the porous property of mud pots

allowing filtered air flow. But now a days dahi prepared from milk

faormenting with lactic culture & packed in plastic cups 370 ° C.

Packing Sizes:

100 gm. matka.

200 gm. matka.

100 gm. plastic cup.

200 gm. plastic cup.

400 gm. plastic cup

42

FLAVOURED MILK

Flavoured Milks are milks to which some flavours/ colours and

suger been added.When the milk is used the product should contain a

milk fat % at least equal to the minimum legal requirement for market

milk, but when fat level is lower(1.2%) , the term drink is used.

Packing Size:

200 ml Poly bag

43

LASSI

Lassi is a fermented Milk beverage popular in all parts of India.

The technology of lassi making is however confined to only households.

Lassi has a great potential in the Indian Market.

Packing Size:

200 ml Poly pack

44

JEERA / PLAIN TAAK (BUTTERMILK)

Tak is also called chhas or mattha, refers to desi buttermilk. It

is a popular drink during the hot Indian summers, as it helps reduce body

heat and lower the body temperature. Thus a relaxing drink enjoyed by

everyone.

Packing Size:

200 ml Poly pack

45

TABLE BUTTER

For years together, table butter is being cherished as a tasty

food, popularly eaten with bread. It also forms a good topping on

indegeous food like Pav-bhaji, Thalipith (Pan Cake). Katraj Table Butter

is marketed by Katraj Dairy Manufactured By Dynamix Dairy Industries

Ltd., Baramati, Maharashtra, India.

Packing Sizes:

100 gm.

500 gm.

46

SOFTY ICE- CREAM

This product is marketed in a soft condition and is ready for

consumption shortly after it is drawn from the freezer. Katraj dairy has

soft churner in their milk factory in the Pune city.

Among milk products ice cream is also rich source of calcium,

phosphorus and other minerals of vital importance in building good bones

and teeth.

It is a very desirable food item for growing children and person

who need to put on weight.

It is excellent source of Vitamin A, good source of Vitamin B

& G, Niacin, and Vitamin E. The digestibility & palatability of ice cream

is also very high.

Packing Size:

60 ml cone

47

PEDHA

Pedha is preparred using khoa based material. Khoa is mixed

with suger and then heated in a kadhai made of food-grade metal.After

heating desired flavouring and nuts are added to the pedha mass.

Packing Sizes:

1 kg box

500 gm. box

250 gm. box

48

ICE CREAM

Ice-Cream may be defined as frozen dairy product made by

suitable blending & processing of cream & other milk products, together

with sugar & flavor, with or without stabilizer or color & with the

incorporation of air during the freezing process. According to PFA rules

Ice-Cream is the frozen product obtained from cow or buffalo milk or a

combination there of or from cream and or other milk products with or

without addition of cane sugar, fruit, fruit juices, preserve fruits nuts,

chocolate, edible flavors & permitted food colors.

Nutritive Value; Among milk products, Ice cream is also a

rich source of calcium, phosphorus & other minerals of vital importance

in building good bones & teeth. Being rich in Lactose, Ice-Cream flavor

greater assimilation of calcium in the diet. The protein content of Ice

Cream is also rates high, both in quantity & quality. Ice Cream provides

valuable proteins in a very palatable form. In fact, Ice Cream is most

palatable source of milk protein to the vegetarians. Ice Cream is an

excellent source of food energy. It is a very desirable food item for

49

growing children & persons who need to put on weights. Ice-Cream is a

rich source of many essential vitamins, without which normal health &

growth cannot be maintained. Thus it is an excellent source of vitamin -

A, a good source of vitamin -B (Thiamine) & G (Riboflavin) & a fairly

good source of Niacin, vitamin - E & in fruit Ice Cream of vitamin -C.

The digestibility & palatability of Ice Cream is also vey high.

Flavors;

Packing Sizes:

50 ml plastic cups

100 ml plastic cups

500 ml Family pack

1000 ml Party pack

2000 ml Party pack

4000 ml Bulk pack

50

STERILIZED FLAVORED MILK

Sterilized milk may be defined as milk, which has been heated

to temperature of 1210C for 15 minutes. The Milk fit for human

consumption for at least 120 days at room temperature.

Flavors;

Packing Sizes:

• 200 ml Glass Bottles

51

KATRAJ AQUA (MINERAL WATER)

Katraj Dairy with their well-known products now introducing

mineral water with katraj brand i.e. Katraj Aqua. Water in its purest form

is really a life giving liquid.  Katraj Aqua (to live a healthy family life)

gives the assurance that each drop of water that you consume is full of

energy & freshness. Our dairy is also an ISO- HACCP 9001-2008

certified Dairy and it stands testimony to the quality of product. We

strictly follow the quality measures regarding hygiene and quality of

products.

Packing Sizes:

500 ml Bottle - packed in 24 bottles in 1 box.

1 liter Bottle- packed in 12 bottles in 1 box.

52

MANUFACTURING PROCESS

Initially, the milk is collected in the collection centers in the

villages. This where all the villagers come and sell their milk to the Katraj

Dairy collection centers. After which, the milk is transported to the Katraj

plant, situated in Katraj, Pune. The milk is transported in special vehicles

designed for the sole purpose of milk transportation.

[MILK TRANSPORTAION VEHICLE]

Once the milk has reached the plant, it is first checked for its

quality. After which it is primarily filtered and added to the holding tanks.

After which the milk is transferred through pipelines to the boiler unit.

53

This is where the milk is the milk is boiled to kill germs and make the

milk last longer, known as pasteurization.

[BOILER ROOM]

Pasteurization refers to the process of heating each & every

particle of milk to at-least 63° C for 30 minutes, or 72° C for 15 seconds

in approved and properly operated equipment. After pasteurization the

milk is gradually cooled to 5° C or below.

[REFRIDGERATION DEPARTMENT]

54

After this process the milk is stored in its specially designed

storage containers. After which it is ready for further processing and

packaging. The milk can be further be utilized in the production of rest of

the products like flavored milk, ice cream, butter, ghee etc.

[STORAGE TANKS]

QUALITY CONTROL

Katraj Dairy is very strict when it comes to the quality of the

milk and its products. It strictly maintains its standard as per ISO

9001:2000 regulations. The work of this department begins, as soon as

the milk enters the gates of the factory. They initially check the quality of

the milk when it is in the milk tanker or milk transportation vehicle. They

do so to ensure that the milk is not spoiled and does not match the

55

standards of Katraj Dairy. This process is carried out to ensure that; bad

milk does not get added to the rest of the milk in the storage units.

This department uses the method of ‘random sampling’ for

selection of samples to test. It picks up random samples from all the

batches of products produced. If even one product in the batch is not up

to the mark, the entire batch of the product produced is discarded.

This department uses a variety of testing methods for the

various products that are produced at the plant. They usually check for

pH, fat, acidity, water content, saturation levels, lactic acid, etc. A hew of

the chemicals that they use for testing are given below-

Iodine Solution

Sodium Bicarbonate

Lactic Acid

Diastix

Silver Hydroxide

56

PACKAGING

Katraj Dairy carries out a very simple form of packaging. It is

appealing to the consumer’s eyes even if they are from a metropolitan

city or a local village in Maharashtra. All of their packaging has the local

dilet, ‘Marathi’ on them along with the universal language, ‘English’.

[MILK PACKAGING]

The packaging is done in a very hygienic environment. All the

workers that come in contact with the products have hair caps and gloves

on their hands. They also have a special uniform that has to be worn.

The packaging of all the milk except the flavored milk is done

in polythene bags. The bags are manufactured in other parts of

Maharashtra and are inserted into the packaging machines. The flavored

milk is packaged 200 ml. glass bottles. Ice cream is packaged in plastic

cups as well as cardboard boxes.

57

DISTRIBUTION

Katraj Dairy has a simple of chain distribution. They follow

two chains of distribution,

1. Manufacturer

2. Manufacturer

R

[CONTAINERS IN, WHICH MILK IS DISTRIBUTED]

A list of distributors that are located in and around the city of

Pune, are given on the next page-

58

NAME OF DISTRIBUTOR AND AREA OF DISTRIBUTION

Gurukrupa Associates    (Mrs. Deepali V. Bhadale)

Sinhagad Road, Bibavewadi to Swargate

Kaniphnath Milk Agency (Shri. Balasaheb V. Gavhane)

Swargate to Shivajinagar, Ghorpadi, Mundhava, Hadapasar

Shivam Milk Agency      (Shri. Sandeep U. Ghate)

Market Yard, Kondhava Gaon,Undari, Satav Nagar Mahadeonagar, Urali devachi

Balaji Milk Agency           (Shri. Sanjay R. Ambekar)

Vanwadi gaon, Salunke Vihar, Manish Park

Assa Associates            (Shri. Amarpalsing Badh)

Pune Camp, Nana Peth, Bhavani Peth, Koregaon Park

Om Sai Distributors       (Shri. Anil S. Londhe) 

Yerwada, Kalyani nagar, Vadgaonsheri, Viman nagar, Vishrantwadi, Dhanori

Sidhdheshwar Milk Agency  (Shri. Sagar K. Shelake)

Renghill Corner, Bopodi, Khadaki, Dapodi, C.M.E., Sangavi, New sangai

Shevantai Milk Suppliers (Shri. Ravindra D. Takke)

Gokhalenagar, Chaturshrungi Payatha, Paud Phata, Jaibhavani Nagar to Chandani Chowk

Sayali Milk Suppliers (Saui. Vaishali K. Gopalghare)

Yerandavana, Karve Nagar, Varaje, Uttam nagar, Kotharud gaon

Shriraj Milk Agency (Shri. Rajendra J. Bhargude)

Rakshak Nagar, Sathe Pimple, Kalewadi Phata, Wakad, Dange chowk, Tathawade, Ravet, Punawale

Yamuna Traders(Shri. Ramesh B. Kasarwadi, Pimpari, Kalewadi

59

Phanse)

Dattakrupa Enterprises (Shri. Subodh N. Kale)

Vivek Vasahat, Shridhar Nagar, Sudarshan Nagar, Udyog Nagar, Bijali Nagar, Chinchwad Gaon

Vyankatsh Milk Agency (Shri. Rohidas K. Lawande)

Akurdi Gaon, Akurdi-Nigadi Pradhikaran, Dehuroad, Talegaon Dabhade, Kamshet, Lonawala

Rudra Enterprises (Sau. Chhaya C Jagtap)

Sant Tukaram Nagar, Ajamera, Neharu Nagar, Balaji Nagar, Indrayani Nagar, Landewadi, Bhosari Gaon

Kunal Milk Agency (Shri. Rahul D. Takke)

Pashan, Sutarwadi, Bavdhan, Boys Batalian, Aundh gaon

Shri Saikrupa Distributors (Shri. Amod B. Pandhari)

Someshwarwadi, Sanewadi, Parihar chowk, Dattanagar, balewadi, Hinjwadi

Radha Krishna Milk Agency (Shri. Sandip D. Chambhare)

Morwadi, Ajamera, Mohan Nagar, Yamuna Nagar, rupi Nagar, Talawade, Phule Nagar, Chikhali road, Shahu nagar

60

MAINTENANCE OF THE PLANT

A manufacturing unit like the one at the Katraj Dairy plant has

many machines, electrical units, etc., that needs regular maintenance.

Katraj Dairy has a fixed routine that covers all the maintenance-required

units.

[ELECTRICAL MAINTENANCE DEPARTMENT]

Machinery- All machinery requires maintenance. The maintenance

is determined on the number of hours that it has been operated. Based on

this the wear and tear of the various machine parts can be estimated. The

parts that usually require the maximum maintenance are the rollers of the

packaging units. The machines that come in contact with the milk are was

washed with boiling hot water, then with a chemical, then with boiling

61

hot water again and then washed with cold water. This process takes

place everyday with the small holding tanks.

Storage Tanks- There are two types of storage tanks when it comes

to maintenance, the big and the small. The big storage tanks are washed

on weekly bases while the smaller ones are washed on a daily basis. The

process involves, washing with boiling hot water, then by a chemical,

then with boiling hot water again and then washing with cold water.

Electrical Department- The electric department is in charge of all

the electrical lies that run through the entire plant. They usually have a

simple job of just changing the parts that whether down or fuse. A major

problem they face is rodents eating their underground wires, however,

they now run the cables through G.I. pipes. The other equipment that

usually burn out are the M.C.B.’s, wires that fuse, motor pumps, etc.

[MAIN ELECTRICAL POWER HOUSE OF THE PLANT]

62

Refrigeration Unit- This unit is in charge of all the refrigeration of

all the products inside Katraj Dairy. It contains 6 compressors out of

which only 2 operate at a time. Each pair of compressors operates not

more than 6 hours at a time. When the demand for refrigeration increases,

4 compressors run at a time. Ammonia gas is used for refrigeration. If

there is low pressure in the lines of the ammonia gas, Sulphur powder is

added to the gas to help detect any leaks.

Pest Control- Rodents are a problem everywhere. To take care of

them crews of pest control are called every 1-month to spray pesticides to

keep the plant rodent free and hygienic.

BOARD OF DIRECTORS

The boards of directors have the power of all the decisions that

are to made, in regards to Katraj Dairy. The chairman of Katraj Dairy for

the term between 2009- 2013 is Mr. Shri. Rambhau Sambha Tule.

Mr. Shri.

Rambhau Sambha Tule.

Chairman

CUSTOMER REVIEWS

63

“ It creams better and tastes a lot better than the others” – Anita

Bhoslae

“ Muska forms a lot more easily” – Ranjana Payguday

“ The milk gives our tea a whole different flavor” –Deepa Mistri

CONCLUSION

From this report we can conclude that the set up is not a

mediocre one, but in fact up to global standards. The plant is very

hygienic and well maintained. The idea and implementation of the idea of

unifying the farmers and helping them with their problems is nothing but

noble. All the products that are produced are of immense quality and

standard, because of which their consumer demand is growing day by

day.

Thus analyzing this report, we can say that Katraj Dairy is

definitely up to global standards and has the potential to be one of the

leading giants in the dairy industry.

64

ULTRA TECH

READY MIX CONRETE &

CEMENT BRICKS

65

INTRODUCTION

Our college coordinator Mrs. Pinky Agarwal organized an

industrial visit to Utra Tech- Ready Mix Concrete and Cement Bricks on

the 5th of February 2011. It was a very well organized day trip to the

factory. Where we got a chance to study the various steps and procedures

involved in the production of ready mix concrete (R.M.C) and cement

bricks.

ULTRA TECH- READY MIX CONCRETE AND

CEMENT BRICKS

Ultra Tech Concrete comes from the house of the Aditya Birla

Group. Their vast experience in cement production using state of the art

technology has helped us in meeting requirements of discerning

customers by providing variety of cements to suit different needs. The

group has forayed into forward integration into high quality concrete in

production, delivery and placing.

Ultra Tech has developed expertise to meet national and

international standards in meeting customer expectations.

Aditya Birla Group, of which Ultra Tech Cement is a part, has

10 integrated plants, 7 split grinding units and 5 bulk terminals, including

one in Sri Lanka. Ultra Tech is India’s largest exporter of cement and

clinker. Total cement capacity of the Aditya Birla Group is 36.25mnT pa.

Their Ultra Tech Concrete plants are present in Mumbai, Pune,

Nasik, Nagpur, Ahmedabad, Surat, Gurgaon, Noida, Jaipur, Chandigarh,

Chennai, Bangalore, Hyderabad, Cochin, Vizag, Ludhiana, Kolkata and

many more are coming up.

66

ULTRA TECH- READY MIX CONCRETE

WHAT IS READY MIX CONCRETE?

Ready mix concrete is basically a homogenous mixture of

cement, sand, aggregate of rock, flash and water. It is better concrete than

regular concrete mixed on site as the proportions of the material are exact

and have a better setting time. Thus giving it longer life and better

sustainability.

[READY MIX CONCRETE PLANT]

67

WHAT SETS ULTRA TECH- READY MIX CONCRETE ABOVE

THE OTHER?

Concrete is most vital material in modern construction. It has

versatile properties like easy mouldability, high compressive strength and

long lasting durability. These properties of concrete have made it most

popular construction material for all types of civil engineering works. The

latest developments in concrete technology have made it possible to use it

in intricate and architecturally complex structures, requiring high degree

of performance and aesthetic appearance.

In addition to normal concrete, other varieties in use are, high

strength and high performance concrete, self-compacting, lightweight,

high density, fiber reinforced, polymer, colored concrete etc.

The ingredients of good and bad concrete are the same. The

difference lies in the technology used for production, transportation and

placement. The making of concrete is an art as well as a science. Science

because all the ingredients are proportioned as per the standard codes of

practice to get the targeted strength & durability, and an art because in

addition to accurate proportioning, quality of concrete depends on the way

it is mixed, placed, compacted, finished, cured and protected. Ready mix

Concrete (RMC) technology results in a perfect blend of the Art and

Science.

In all the developed as well as most of the developing nations, use of

RMC for construction has made it possible to achieve speed and quality.

The advent of commercial RMC in India is about a decade old, but in

recent years it has become the preferred choice of architects, engineers

and consumers.

Ultra Tech Concrete is committed to provide customized high quality

RMC for ensuring speedy construction.

68

HOW CAN YOU TELL THE DIFFERENCE BETWEEN THE

DIFFERENT TYPES OF CONCRETE AND WHAT ARE THE

DIFFERENT TYPES OF CONRETE?

There are various types of concrete’s that are required for

different purposes of construction. The different types of concrete depend

various factors like-

Mixture

Compacting time

Water ratio

Chemicals

Setting time

You can tell the difference by of different types of concrete by

different testing methods like-

Sieve Analysis-

It is used for checking samples of the material to be utilized and whether it

follows the 15 norms.

Tube testing-

It is used for testing the strength of the product.

You can also tell the difference by a simple on site method. To

do so, you must hold the concrete in your bare hands and see if the

69

concrete mixture is separating, if does then it is of a lower quality. If the

mixture stays intact then it is considered to be a higher quality. Further

more, based on the looks of the color, texture and visibility of the mixture,

one can determine the quality of the mixture. However, this method

requires years of on site experience with concrete.

HOW IS READY MIX CONCRETE MENUFACTURED?

• The raw materials (sand, aggregate, cement) through automatic the

mixing machine become ready-mixed concrete.

• Ready Mixed Concrete is manufactured under computer-controlled

operations and transported and placed at site using sophisticated

equipment and methods.

[CONCRETE MIXING PLANT]

70

PLACING OF CONCRETE

Well-designed Ultra Tech Concrete is pumped from the transit

mixer to the location where it is being placed through concrete pumps with

horizontal and vertical pipelines. The flexible hose pipe attached at the end

of pipe line makes the pouring convenient at the point of placing, thus

reducing shoveling / dragging and avoiding segregation.

In Ultra Tech Concrete, qualified and experienced Application

Engineers are exclusively dedicated to each pumping operation who provide

advice regarding placing, compacting, finishing and curing of concrete.

Application engineers provide following services:

• Advice on correct alignment of shuttering and formwork before concreting

operation starts

• Coordination for pumping operation and actual requirement of concrete

• Coordination with plant for requirement of number of Transit Mixers

• Checking the quality of concrete in terms of workability and feedback to

plant for any rectification, if required

• Advice regarding maintaining correct thickness of slab, compaction,

finishing, protection and curing

• Advice on precautionary measures during rainy season and for hot

weather concreting

• Assistance in testing of concrete at site

TECHNOLOGY

• Ready-Mix Concrete (RMC) offers high-tech solutions to the needs of

71

the public works and construction industries. It allows these industries to

build ever-longer bridges, ever-higher buildings, tunnels, dams, etc.

• The basic process for making ready-mixed concrete has not changed for

the past 60 years: dry raw materials are measured, loaded into a bin,

mixed, placed into a truck, and water is added (sometimes the order of the

last two steps is interchanged).

IS THERE ANY CERTIFIED STANDARD FOR THE

PRODUCTION OF READY MIX CONCRETE?

The answer is yes; it does have certified standards that are

followed by all Ultra Tech- Ready Mix Concrete plants. They all have to

follow the ISO 9001:2000 standards of production.

WHY IS READY MIX CONCRETE BETTER THAN

CONVENTIONAL CONCRETE?

There are two main reasons why ready mix concrete is better

than conventional concrete made on site-

1. Speed - Time plays an important factor when it comes to the

construction industry. Conventionally, concrete will require a

minimum of 10 minutes to be made and this will be made in a small

quantity. Whereas ready mix concrete will be on the site all ready to

be used. Thus no time is wasted in making the mixture on site.

2. Quality - Quality of construction also plays a very important role in

the field of construction. Conventionally, the mixture of concrete is

72

estimated on the bases of ‘Ghamela’. However, this method cannot

grantee a continuous and good quality of concrete. Whereas, ready

mix concrete is computerized and can produce the exact quality of

concrete required for different types of construction requirements.

WHAT IS THE COST OF READY MIX CONCRETE AND HOW IS

IT MEASURED?

Ready mix concrete is measured on the basis of meter cube.

Before and after entering the manufacturing site, the concrete

transportation vehicles are weighed. The gross average weight minus the

current weight gives the net weight of the vehicle. Thus giving the weight

of the concrete. After which the meter cube of concrete is measured.

[CONCRETE TRANSPORTATION VEHICLE BEING WEIGHED]

The cost of concrete keeps on varying as per the demand.

However, the rate of the ready mix concrete on the day we had visit the

site was, Rs. 3500/- per meter cube.

73

ULTRA TECH- CEMENT BRICKS

Ultra Tech- Cement Bricks are manufactured in the same

manufacturing plant as the Ultra Tech- Ready Mix Concrete plant. The

mixture of the cement bricks is very different from the above ready mix

concrete. The process of manufacturing these bricks is very different as

well. Ultra Tech- Cement Bricks follow the ISO 9001:2000 standards of

production and do not compromise on their quality.

74

MANUFACTURING PROCESS

The manufacturing process at this plant is a fully automated

one. Hence the process is not very complicated. Cement bricks are made

up of a homogenous mixture of cement, crushed sand, flash, cement and

chemicals.

To start of with the machine is filled with four different types of

crushed sand and flash in its inlet containers.

[TO THE LEFT YOU SEE THE FOUR INLET CONTAINERS & TO

THE RIGHT YOU SEE THE CONVEYOR BELT INPUT]

After which, this material is transferred to the main conveyor

belt through the primary conveyor belt. The quantity of the material is let

out of the storage containers as per the commands or type of cement brick

75

required to be manufactured. This then gets transferred to the main

machine via the main conveyor belt. The main machine is hooked up with

special pipelines to the cement containers, chemical container and water

tank. The machine then pulls in the required amount of chemicals, water,

[CEMENT STORAGE CONTAINER & MAIN CONVEYOR BELT

AND MAIN MACHINE]

cement, and other materials from the main conveyor belt. After which the

materials are hydraulically compressed, after which it under goes

vibration treatment and is hydraulically compressed again. Because of this

process of vibration and hydraulic compression, the cement brick because

three times stronger than a conventionally produced brick. Further more it

is faster as it produces three cement bricks in one batch.

Once this process is completed the bricks are stacked up in

drying stands and put for drying in the sun. This process is called

‘Curing’. This process also requires the cement bricks to be cared for.

Depending on the weather and heat the cement bricks are treated with

chemicals. Further more, the bricks are kept wet perpetually as cement

absorbs a lot of water and heat. Thus the more water it gets, the better it

sets and the better it sets, the stronger it gets. Once the cement brick is

completely cured, a finished product is born.

76

HOW CAN YOU TELL THE DIFFERENCE BETWEEN THE

DIFFERENT TYPES OF CEMENT BRICKS AND WHAT ARE

THE DIFFERENT TYPES AND SIZES OF CEMENT BRICKS?

There are various types of cement bricks that are required for

different purposes of construction. The different types of concrete depend

various factors like-

Quality of Mixture

Hydraulic Pressure

Water ratio

Chemicals

Curing time

Quality of Cement

You can tell the difference by of different types of cement

bricks by different testing methods like-

Sieve Analysis-

It is used for checking samples of the material to be utilized and whether it

follows the 15 norms.

Tube testing-

It is used for testing the strength of the product.

77

You can also tell the difference by a simple on site method. To

do so, you must hold the cement brick 5 feet of the round and drop it. If

the brick crumbles, then it is considered to be bad quality; if the brick just

breaks into a few pieces, then it is considered to be medium quality; if the

brick just forms a crack or breaks into only two pieces, then the brick is

considered to be good quality and if the brick remains completely intact,

then it is considered to be of a superior quality. Further more, based on the

looks of the color, texture and visibility of the mixture, one can determine

the quality of the cement brick. However, this method requires years of on

site experience.

The different sizes that were produced at this Ultra Tech plant,

are as follows-

3.5 inches

5.5 inches

7.5 inches

WHY ARE CEMENT BRICKS BETTER THAN CONVENTIONAL

BRICKS?

There are two main reasons why cement bricks are better than

conventional bricks-

1] Speed - Time plays an important factor when it comes to the

construction industry. Conventionally, bricks are made out of clay

and are baked on the out skirts of the cities or in villages. This

process is a lot slower because the numbers of wet brick moulded

are limited to the number of workers on the site. Further more, the

78

time required to arrange these bricks and bake them is a very time

consuming process.

2] Quality - Quality of construction also plays a very important role in

the field of construction. Conventionally, bricks are made out of

clay. Hence the type of clay utilized in the production of these

bricks is very critical. Further more, depending at what heat, how

long the bricks have been baked and the position of the brocks in

the arrangement of bricks plays an important factor in the

manufacturing of bricks conventionally. Because of which there can

never be a set standard and quality of production. Whereas, cement

bricks are produced by automated machines and can produce the

exact quality cement bricks required for different types of

construction requirements.

CONCLUSION

Ultra Tech’s research in the field of Ready Mix Concrete and

Cement Brick production is definitely seen in the quality of its finished

material. Hence it is easy to understand why their customers choose only

ultra tech.

Thus we can conclude by saying, ready mix concrete and

cement bricks are the construction materials of today and tomorrow.

Leading the construction companies to come up with better quality

structures in less time.

79

DEEPAK

NITRITE

LIMITED

80

INTRODUCTION

We organized an industrial visit to Deepak Nitrite Limited on

the 3rd of March 2011.

"We began with the goal of being self reliant. But destiny took

us beyond boundaries. It is our duty to imagine limitless possibilities and

then achieve it.'' D.C. Mehta, Managing Director

Deepak Nitrite is a leading manufacturer of organic, inorganic,

fine and specialty chemicals and a world leader in 2,4 and 2,6 Xylidine.

Working with our partners, customers, we seek to find better ways to

meet market demands, using innovative processes and methods. Our

people, our technologies and our years of expertise unite to deliver

superior products and services that improve life.

Deepak Nitrite is the preferred business partner of chemical

majors worldwide in Pharma, Rubber, Colorants and Imaging chemicals.

Headquartered at Pune, we are a multi-division and multi-product

company that has manufacturing facilities at Nandesari, in Gujarat and at

Pune, Roha and Taloja in Maharashtra and Hyderabad in Andhra Pradesh,

all of them complying with ISO 9001:2000 standards.

We are poised to take on the opportunities offered by

globalization, increasing shareholder value, improving opportunities for

our employees, driving greater innovation and seeking sustainable

solutions for the world. We are a signatory to the Responsible Care

initiative and are committed to ethical business practices.

81

FACILITIES

Their head office is in Baroda, with the corporate office in

Pune.

They have five manufacturing facilities at different locations in

the Western part of India that have a logistic advantage being within six

hours from a major port.

82

The company manufactures Inorganic, Organic and Fine &

Specialty chemicals. There are two units in the state of Gujarat and three

units in the state of Maharashtra. The Inorganic Chemicals are produced

at one of the facilities in Gujarat while the Organic and Fine & Specialty

chemicals are produced at the other facilities. One of the facilities is

devoted to the processes Hydrogenation and Reductive Alkylation.

Each of the facilities has DCS controlled operations. The

company's main strengths are Nitration, Chlorination and Hydrogenation.

The manufacturing facilities produce a range of chemicals that

cater to a spectrum of industries like Pharmaceuticals, Colorants,

Agrochemicals, Cosmetics, Water Treatment & Corrosion Prevention,

Rubber and Refineries.

A regular review of the Safety measures and HAZOP study is

undertaken to ensure that the plants and those working there are

protected.

83

MILESTONES

In a short span of 30 years DNL has steadily climbed the steps

of excellence and is continuing in its efforts to reach the top and be the

best. Mentioned on the next page are some of its milestones:

Beyond 2000 Diversification and Consolidation in related

product areas

Acquired Aryan Pesticides Ltd, DASDA

business of Vasant Chemicals Ltd.

1996 Catalytic Hydrogenation plant commissioned

1993 Merit Certificate from CHEMTECH Foundation

1991 Nitro Aromatics plant commissioned

1984 DNL acquires Dyestuff and Intermediates Unit

1982 DNL Promotes Deepak Fertilizers & Petrochem.

Ltd.

1974 P.C. Ray award

1972 Sodium Nitrite Plant commissioned

1971 DNL went Public

1970 DNL Promoted

84

OUR HOST FOR THE DAY

We Interacted with Maulik Mehta who is part of the leadership

team at Deepak Group and presently looks after the production facility

for DASDA at Hyderabad and Raigad, which comes under the Deepak

Nitrite Limited.

“Anything rather everything that you see around you which is

white has DASDA in it” announced Maulik Mehta as he progressed to

showing us the facility at Raigad. Maulik Mehta is the son of Deepak

Mehta who is the Chairman and Managing Director of Deepak Fertilizers

and Petrochemicals. The twenty something scion is part of the leadership

team at Deepak Nitrite, a subsidy of Deepak Fertilizers and

Petrochemicals and looks after the Production facility for DASDA at

Hyderabad and at Raigad. Maulik Mehta completed his schooling from

85

Pune, his graduation at the University of Liverpool specializing in

Business and did his masters in Organizational Psychology.

PROCESS

Deepak Nitrite manufactures DASDA that is used in the

manufacture of Optical Brightening Agents (OBA). OBAs are consumed

by the paper, textile and detergent industry. DASDA is a chemical which

is procured from Peranitra Nitra Tolene(PNT).There is a 3 stage process

which is associated with it.

1st - Sulphonation

2nd - Oxidation

3rd – Reduction

This process is a highly volatile process and requires a lot of

constant monitoring. It also requires a lot of precision to produce the best

quality DASDA in the world.

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THE KEY ELEMENTS OF PRODUCTION

The Key elements to making DASDA are PNT, Devon, Soda

Ash, Iron, and Caustic Acid. PNT, Devon and the nitrates are produced

in-house. The only element that is procured from outside is the Sulphuric

Nitrite which is purchased from B.A.S.F in Germany.

THE GREEN FACTOR

Deepak Nitrite’s plant at Raigad has an annual production

capacity of 1000 tones of DASDA per year. It’s the only plant that is

pollution neutral eg. Negligent waste. This is something, which makes the

company hold their head high. The Waste, which is produced, is let out

into the river as it is H20 (water). Mr. Mehta did mention that the plant at

Raigad could recycle the water by heating it and converting it to water

vapor. They are in process of building a plant, which can triple the

production to over 4000 tones of DASDA.

THE CUSTOMERS

The DASDA is sold to the suppliers all over the world. Deepak

Nitrate as of 2011 is the best producer of DASDA in terms of quality.

They are surpassed by China in terms of Pricing. Though the amount is

Negligible the Chinese are able to manipulate the market as they have a

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very large production capacity. Though, the Chinese Producers take over

2 months to deliver DASDA due to logistical disadvantages, Deepak

Nitrite can do it 2 days at any given time. Deepak Nitrite Sells DASDA to

Europe, South America, Asia. Deepak Nitrite enjoys healthy relations

with most suppliers. The market for DASDA is very open as most

suppliers rely on more than one producer for their supply. They received

a major jolt in 2006 with the acquisition of the largest producer of

DASDA in the world – Vasant Chemicals.

Vasant Chemicals enjoyed a 24% share of the market for

DASDA. With all the highs being given, we noted Mr. Mehta shrug as he

informed us though they are maintain extremely good relations with

many suppliers they never get into a long term contract with any supplier,

when we enquired how long he was talking we were astonished to learn

he said 6 months.

Deepak Nitrites gets into contracts only for orders given on the

spot and no long-term commitment. But, on the other hand, they grantees

to deliver anywhere in the world within 2 days. Thus beating China, their

competitor who takes very long for deliveries.

CONCLUSION

At the end of an enriching experience that we received by

visiting the facility of Deepak Nitrite in Raigad, We understood the way

the white was produced, by the addition of a chemical element called

DASDA. We understood how the market has evolved in different

situations.

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BAKER

GAUGES

89

INTRODUCTION

We organized an industrial visit to Baker Gauges Pvt. Ltd. on

the 3rd of March 2011. It was a very well organized day trip to the factory,

where we got a chance to study the various steps and procedures involved

in the production of precision gauges.

OUR TOUR GUIDE- MR. TAIZOON BAKER

[MR. TAIZOON BAKER, DIRECTOR]

We were given the privilege of being shown around and

articulated about the various elements involved in a business such as

Baker Pvt. Ltd. by one of their Directors itself, Mr. Taizoon Baker. He

has done his schooling from St. Vincent’s High School, his undergraduate

in business from the University of Pune and his masters from United

Kingdom. He joint his family business shortly after that, and has been

working for the past 5 years.

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BAKER GAUGES- PAST TO PRESENT

Baker gauges was established in 1962, HIP division of Baker

Gauges India Private Limited in collaboration with Horst man Gauge and

Metrology of England, started with the manufacture of plain and thread

plug gauges for the very first time in India.

This experience of over a decade in manufacturing gauges

instilled the confidence to venture into another collaboration in 1972 with

Thomas Mercer again of England. This was for the manufacture of Dial,

Air and Electronic Gauges.

Baker pioneered this process in India. Fired with a ‘passion for

precision’ today Baker leads in India’s catering to the needs of the

Engineering metal working industries, not only in India but also now all

over the world. This consistency in precise manufacturing has won us the

Awards for Export excellence consistently for over 18 years.

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 Performance of both divisions has resulted in consistent

exports, which today are to over 50 countries worldwide. Today both

divisions are certified to ISO 9001 - 2008 Quality Management Systems

and have independent calibration laboratories with over 100 cubic meters

of precisely controlled environment NABL (National Board for

Certification of Calibration Laboratories) accredited complying to ISO

17025 standard. Our calibration equipment consisting of SIP, IBB Laser

Twin check and Carl Zeiss horizontal metro scopes, IAC &Talyrond form

testers, Talysurf surface analyzer etc are periodically calibrated by laser

interferometer by NPL Delhi. Similarly our standards are traceable to

International as well as National standards. 

WHAT IS THEIR AIM?

Their aim has been sophistication & honing our skills in this

technology. Having a state of the art infrastructure that consists of latest

special CNC and other special purpose machines, modern surface

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treatment plant, complete heat treatment facility and of course our

greatest asset, experienced personnel – a combination required for

producing this niche product. 

THEIR VISION?

Gauge manufacturing is a passion first and then a business. A

business, where there is confluence of technology and artisanship. These

are the people who understand a micron because of their passion for

precision.

Having established in 1962, the company made foray into

overseas market for the first time by dispatching its consignment to

Canada in 1978. Much water has flowed under the bridge since then. Till

date, the company has won the coveted export excellence award of the

Government of India for the past 18 consecutive years in the precision

instruments category all types.

THEIR PRODUCTS

1) DIAL GAUGES -

Dial Gauges are one of the most commonly used instruments in

all types of metal working industry. At the BMI division of Baker Gauges

India Private Limited, three main types of dial gauges - plunger type,

lever type and back plunger type - are manufactured. BAKER dial gauges

are a combination of excellent metrological attributes, superior raw

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materials and workmanship. To meet diverse requirements of customers,

wide variety of dial gauges in different readings, different travels,

different mounting styles and conforming to different National &

International calibration standards are produced.

[PLUNGER TYPE OF GAUGE]

2) MECHANICAL INSTRUMENTS-

Under this category they have two types of instruments:

Vernier Callpers -

Vernier Calipers are available in two types - one with fine

adjustment and one without fine adjustment Robust, Hardened and

Ground stainless steel jaws and beam. Supplied in a sleek plastic box.

With calibration certificate giving specified and actual values.

Dial Callpers -

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Dial Calipers with clear high contrast readable dial. Clear,

Easy to read graduated dial with Adjustable Bezel. Robust, Hardened and

Ground stainless steel jaws and beam. Supplied in a sleek plastic box.

With calibration certificate giving specified and actual values.

3) AIR GAUGES-

For years, they have seen successful uses of air gages. They

have seen them being used to measure diameters, tapers, straightness and

even little bitty holes. Air gauging has always proven to be an excellent

choice for fast, easy-to-use and reliable, high performance dimensional

gauging. Simple & easy to use with high proven reliability, it forms an

important part of manufacturing. 

Over the years, air gauging has remained basically the same:

steel plugs or rings with precision orifices that result in a pressure verses

distance curve when in use. As the orifice is restricted, flow is reduced

and pressure builds up in the system.

This principle is used to monitor the distance between the air

jet (orifice) face and the part surface.

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[BAKER PFL AIR PLUG GAUGES AND SETTING

RINGS]

Baker Gauges has been manufacturing and supplying air

gauges now for the past three decades. After this long experience we can

without any doubt state that today also Air gauging has high applicability

and suitability - reliability wise, speed of gauging wise and most

importantly in today’s competitive world, cost wise. As tolerances have

gotten tighter on the shop floor, air gauging is often the only way to make

the check fast and easy for the operator.

Baker Gauges offers a wide range of Air gauging for internal as

well as external dimensions, relational parameters like face run outs,

straightness, taper, multiple bore & shaft diameters.

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[AIR RING AND SETTING RINGS AIR CALLPERS & SETTING

DISCS]

Baker PFL.

Air plug Gauges and setting rings.

Air ring and setting rings.

Air Callpers and setting Discs.

4) ELECTRONIC GAUGES-

Today all the quality management systems are asking for “feel

of the pulse of the manufacturing process”.

Electronic gauges provide this with their ability to offer best of

both the worlds i.e. They excel in meeting conventional requirements of

gauging like precision, accuracy, flexibility and stability and at the same

time, they offer facility to capture & dump data in a computer for further

processing and analysis.

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Twin Channel Electronic Comparators.

Microprocessor based twin channel electronic comparators

Electronic probes

Add-on modules.

5) SPECIAL GAUGING-

Gauging is essential to any production – Today it forms an

integral part of the manufacturing activity. When done inline to

production, as a part of the process, time spent is not at all significant.

The operator operates the gauge or the gauging machine just like his

machine. This is a cell concept that also ensures quality of all parts

produced and also immediate feedback to the operator in case correction

is required. Now a days manufacturing technology is changing to increase

the speed and efficiency of the process and to complement the Gauging

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technology also. Not all parameters essentially need gauging –

parameters, which are responsible for functional reliability, need to be

checked and this is the job of their Technical Service Department does –

“Application Engineering” - to give the Customer an optimized gauging

solution.

Over the years, they have manufactured customized gauging

for a set of components so many times, that they have today become

industry standard, like the connecting rod fixture to measure bend, twist

and center distance, fixture to measure center distance between crank pin

and journal of two wheeler crankshafts, match gauging to find out the

interference or clearance between mating parts , taper gauging fixtures

etc. This has been achieved through in depth Application Engineering

exercises that they have carried out to understand the component and the

manufacturing processes. This gave them the cutting edge needed to

deliver total solutions to the satisfaction of the Customer. As a part of

continuous technology development, the company also has developed

expertise in computerized gauging with semi-auto and fully automatic

machines. 

From, years of experience, they have identified some good

gauging practices while handling customized gauging projects.

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Special Gauging fixtures.

Contact Gauging.

6) AIR ELECTRONIC GAUGING SYSTEM-

Air Electronic Converter Module and 2045 Electronic column

unit- Combined advantages of non-contact air sensing and high precision

electronics. RS232 data output available for further processing like

machine control through relay output or for SPC. Can be supplied with

analogue, column or digital readout units. Has visual indication - Yellow,

Green and Red lamps directly indicate 'oversize'- 'OK'- 'undersize'

conditions. Audio indication for out of tolerance condition is possible.

Availability of multiple magnifications (ranges).

Air Electronic 2045 AE unit- Air Electronic Column Unit

with Microprocessor. Built in Air to Electronic converter, allows it to be

used as Air Electronic read out unit with enhanced capability. Slim design

makes it very convenient for multi-gauging - can banked within a small

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space. Working on the differential principle and virtually maintenance

free. Can be adapted for single parameter, match gauging or relational

gauging applications in a multi-gauging environment.

Air Gauging

Automated Air Gauging

7) MASTER SETTING RINGS/DISCS-

Used for setting any kind of internal or external measuring

instruments like horizontal comparators, dial bore gauges etc. Made from

oil hardening non-shrinking gauge steel, hardened and tempered to 60-62

HRC. Subzero treated at -80ºC for long-term dimensional stability.

Actual dimensions duly etched. Calibrated at 20ºC under Standards Room

Conditions against Nationally/Internationally traceable masters.

Certificate of calibration is provided along with each master traceable to

national length standards.

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[MASTER SETTING RINGS/DISCS]

PROCESS

The process for manufacturing for each product is different. As

the products produced are precision products, each micrometer counts.

However, the process in general is a three-stage process.

High Precision CNC – In this stage of production the components

required for the assembly are crafted from solid metal bars with the help

of the computerized high precision CNC machines.

Assembly- In this process, the components manufactures from the

CNC machines are put together. This is a very delicate process where the

slightest micrometer counts.

Calibration- In this process, all the assembled products are

calibrated to the highest precision. This is the process, which either

makes or breaks the products.

Testing- In this process the assembled product is vigorously tested

to make sure that products are calibrated to the highest precision.

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THE CUSTOMERS

This highly prestigious company has customers from all over

the India as well as globe. A few countries that are customers for this

company are given below-

Japan

Germany

United States of America

Korea

China and so on.

NATIONAL SALES AND DISTRIBUTION

• Network of eight Branches and Dealers all over India to

provide prompt and efficient service.

• All products are supplied with calibration certificates giving

actual values traceable to National or International Standards at

no extra cost.

• Qualified and trained Sales Engineers placed all over India to give

solutions for various gauging applications.

• Customer Support Services - After Sales Service through one window is

the basis on which our Customer Support Services is set to operate The

Customer Support Services (CSS) department provides the

communication link to our Customer for information on Deliveries,

Customer Complaints, Product Service needs and Customer's Calibration

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requirement.

• Service Technicians at all Branches for quick after sales service and

maintenance of our products.

• Technical S ervices dept to give cost effective solutions to various types

of gauging applications.

• Efficient sales and marketing dept to support branches, actual users and

dealers all over India.

INTERNATIONAL SALES AND DISTRIBUTUION

 

CONCLUSION

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Today, after 48 years of experience in manufacturing various

types of gauges and instruments in the field of Dimensional Metrology

Baker gauges has come a long way in perfecting this precision

technology. Today the group of companies produces a wide range-right

from a simple gauge or an instrument to the higher end masters and

gauging machines and by far stands at being the largest manufacturer of

Gauges and measuring instruments in the country.

THE

GUEST

LECTURES105

MERGERS

&

ACQUISITIONS

BY;

VIVEK SADHALE

106

INTRODUCTION

Mr. Vivek Sadhale conducted a guest lecture on ‘Mergers &

Acquisitions’ in our third semester. He is a company secretary and head-

Legal. He is responsible for corporate secretarial, legal, corporate

governance issues at Persistent Systems, which is one of the leading

outsourced software product development company with a turnover of

about U.S. $125+ million and a staff of about 5000+.

Mr. Vivek Sadhale brings over 14 years of extensive

experience with an expertise spread over numerous fields including

successful completion of I.P.O., top venture capitals and private equity

funding, mergers and acquisitions, joint venture agreements, handling

work with reputed Indian business men and multinational organizations.

He is also well versed with the finance field and treasury function. One of

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his significant contributions was in establishing and implementing

‘Employee stock option’.

MERGERS AND AMALGAMATIONS

According to section 2(1A) of the Income Tax Act of 1961,

mergers or amalgamations is defined as the merger of one or more

companies with another company or the merger of 2 or more companies

(called amalgamations) to form a new company (called amalgamated

company) in such a way that all assets and liabilities of the amalgamating

company or companies becomes assets and liabilities of the amalgamated

company and shareholders holding not less than nine tenth in value of the

shares in the amalgamating company or companies, becomes

shareholders of the amalgamated company. Mergers may take place in

the two following forms;

1] Mergers through Absorption-

Absorption is a combination of two or more companies into an

existing company. In this type, all the companies except one loose their

identity in a merger through absorption. Example, absorption of Tata

Fertilizers Ltd. By Tata Chemicals Ltd.

2] Mergers through Consolidation-

In consolidation, combination of two or more companies into a

new company takes place. In these companies are legally dissolved and a

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new entry is created. Example, consolidation of Hindustan Computers

Ltd., Indian Software Companies Ltd. and Indian Reprographics in 1986

into a new entity called H.C.L. (Hindustan Computers Ltd.).

The various types of mergers are as follows;

1] Horizontal Merger-

If two or more firms dealing in similar lines of activities

combine together.

2] Vertical Merger-

If two or more firms involved in different stages of production

or distribution combine.

3] Conglomerate Merger-

Combination of two or more unrelated firms combine.

Example, the Walt Disney Company and the American Broadcasting

Company.

ACQUISITION

The art of acquiring effective control, by one company over

assets or management of another company without any combination of

companies is called acquisition. Thus acquisition of two or more

companies may remain independent and separate legal entities. However

there may be change in the control of the companies. Example, Google

taking over You- tube.

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WHY SHOULD MERGERS OR ACQUISITIONS BE

CARRIED OUT?

According to Mr. Vivek Sadhale, there are various valid

reasons for doing so-

Limit competition.

Utilize underutilized market power.

Overcome problems of slow growth and profitability in an

industry.

Achieve diversification

Increasing income with proportionally less investment.

Utilize underutilized resources like human, physical and

managerial skills.

Maintaining or accelerating a company’s growth particularly when

the internal growth is constrained due to paucity of resources.

Circumvent government regulations.

Enhancing profitability through cost reductions.

Diversifying the risk of the company.

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Reducing tax liability, because of the provisions of setting of

accumulated losses and unabsorbed depreciation of a perpendicular

company against the profits of another.

Creating company’s goodwill.

Other motives;

a) Eliminating the financial constraints.

b) Deploying surplus cash.

c) Enhancing debt capacity.

d) Lowering the financial costs.

STRATEGIC OBJECTIVES FOR MERGERS AND

ACQUISITIONS

To pave the way for acquiring a company to gain more market

share and further create a more efficient operation out of the

combined companies by closing high cost plants and eliminating

surplus capacity industry wide. For example, the merger of

Daimler Benz and Chrysler.

To expand companies geographic coverage.

To extend the companies business into new product categories. For

example, Pepsi acquiring Quaker Oats.

To gain quick access to new technology and avoid time consuming

research and development. For example, Cisco systems purchasing

75 technological companies. Intel as well, made 300 acquisitions

since 1997 to broaden its technology.

HOW ARE MERGERS AND ACQUSITIONS CARRIED

OUT?

111

According to Mr. Vivek Sadhale, there are a number of

strategies and planning techniques that are involved in carrying out

mergers or acquisitions. Some of the major pointers are as follows-

Planning-

The acquisition firm should review its objectives of

acquisitions in interest of its strengths, weaknesses and corporate goals.

Search and Screening-

Search focuses on how and where to look for suitable

candidates for acquisitions. The screening process short-lists the

candidates from the lot.

Financial Evaluation-

Financial evaluation of a merger is needed to determine the

earnings and cash flows, areas of risk, the maximum price payable to the

target company and the best way to finance the merger.

WHY DO MERGERS AND ACQUISITIONS FAIL?

All mergers and acquisitions are not always successful. Most

of the time they fail (90%) or create more problems for the companies.

Combining the operations of two companies, especially large and

complex ones, often entail formidable resistance from rank and form

organization members, hard to resolve conflicts in management styles and

corporate cultures. Cost saving, expertize sharing, enhancing competitive

capabilities, etc. may take longer to actually materialize, if they ever do.

A few of the problems that usually arise are mentioned below-

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Due to increased size, resources may not be utilized efficiently and

may lead to mismanagement.

Goodwill of each firm in the market may be lost due to the changed

identity.

Organizations may become unmanageable after the merger due to

the individual problems of the merger companies.

The process of merging is not so simple, it requires the approval of

a majority of shareholders of the company.

MERGERS AND ACQUISITIONS IN INDIA

In today’s corporate world, the process of mergers and

acquisition has gained substantial importance. This process is being used

extensively for restructuring business organizations. After liberalization

and economic reforms, a lot of challenges were faced in the Indian and

international organizations. Increased competition in the global market

has prompted the Indian companies to go for mergers and acquisitions as

strategic choices. A few key factors are mentioned below-

Government policies, which are favorable.

Economic stability.

Additional liquidity in corporate sector.

Dynamic attitude and risk taking by the Indian entrepreneurs.

A few notable mergers and acquisitions are given below-

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Tata Steel acquired Corus Group plc. The acquisition deal

amounted to $12,000 million.

The acquisition of Daewoo Electronics Corp. by Videocon

involved transaction of $729 million.

Hindalco acquired Canada based Novelis. The deal involved

transaction of $5,982 million.

Ranbaxy Labs acquired Terapia SA. The deal amounted to $324

million.

Suzlon Energy acquired Hansen Group through a deal of $565

million.

HPCL acquired Kenya Petroleum Refinery Ltd. The deal amounted

to $500 million.

VSNL acquired Teleglobe through a deal of $239 million.

CONCLUSION

Mergers and acquisitions are a crucial part of the business

world. However, before jumping into a merger or acquisition, companies

have to analyze their decision from each and every perspective, as this

venture may lead to a situation that may make or break the merger or

acquisition. Companies have to invest a large part of their capital for this

purpose. However, 90% of mergers and acquisition result into failure due

to lack of information, too many assumptions, or wrong decisions by

management. Therefore, the appropriate information needs to be gathered

before hand, each aspect needs to reviewed and analyzed, and everything

should be carried out systematically and patiently to avoid unstudied

commitments or uncalculated risks.

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BY;

MRS.MANISHA GUTMAN

115

INTRODUCTION

Mrs.Manisha Gutman conducted a seminar on social

enterprises, an ethical business on the 13th of January 2011. She is the

co- founder of a profit making enterprise called Eco -exist. The

organization was established in 2006. Eco- exist is a social enterprise

whose mission is to promote environment sensitive products through

socially sensitive means. They believe in living with co- existence and

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harmony of all living beings on our planet Earth. Every human being

should love, care and protect nature. The frog, the company’s mascot

stands for the creature for balancing the ecosystem.

WHAT IS A SOCIAL ENTERPRISE?

Social enterprises are social mission driven organizations,

which apply market-based strategies to achieve a social purpose. The

movement includes both non-profits that use business models to pursue

their mission and for-profits whose primary purposes are social. Their

aim – to accomplish targets that are social and/or environmental as well

as financial – is often referred to as the triple bottom line. Investment in

social enterprises is often now referred to as "blended value investment."

Many commercial businesses would consider themselves to have social

objectives, but social enterprises are distinctive because their social or

environmental purpose remains central to their operation.

Thus we can say, a regular enterprise is one that has an

objective of achieving monetary gains while a social enterprise has an

objective of social and environmental gain.

What is eCoexist? An NGO or a company?

Ecoexist is a social enterprise. This concept, which is fairly

new to India, has been defined in several ways. Here is the one from

Wikipedia that clearly applies to us. 'Social enterprises are social mission

driven organizations which trade in goods or services for a social

117

purpose. Their aim to accomplish targets that are social and

environmental as well as financial is often referred to as having a triple

bottom line. Social enterprises are profit-making businesses set up to

tackle a social or environmental need. Many commercial businesses

would consider themselves to have social objectives, but social

enterprises are distinctive because their social or environmental purpose

is central to what they do.Rather than maximizing shareholder value, their

main aim is to generate profit to further their social and environmental

goals. Therefore some commentators describe them as 'not-for-profit' as

their profits are not (at least primarily) distributed to financial investors.

Others dislike the term as it suggests they have an unbusiness like

attitude. An ingenious solution to this quandary is to call them for 'more-

than-profit' (a term used at the Social Enterprise Institute Conference,

Heriot-Watt University, in 2003).'

THE TEAM OF ECO- EXIST

Lolita Gupta -

Lolita is a educationist who after several years of primary

school teaching, handles all the aspects of operations at eco- exist. Lolita

believes that eco- exist brings her unexpected new opportunities to learn.

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[ABIDA KHAN, LOLITA GUPTA & MANISHA GUTMAN]

Abida Khan-

Several years of experience of working with an NGO called

'Saathi'. Working with them, she has learned a unique set of skills and

acquired the endurance required to train women in new skills outside

their comfort zone. Abida has also acquired a highly refined sense of

aesthetics and design. She spends most of her time with women prisoners

at the Yerwada Jail, teaching them patchwork.

Natalie Leek-

Based in Cleveland, Ohio, Natalie Leek has been one of the

first ones to believe in the mission of eco- exist. She can be contacted for

119

enquiries about their work and to see samples of their products in the

United States of America.

Bhushan Krishnan-

[ BHUSHAN KRISHNAN, MANISHA GUTMAN & LOLITA GUPTA]

K C Bhushan, alumni of IIT and IIM, created and managed his

own IT software company called Cashtech which employed 400 people,

for several years before selling it to turn to more socially sensitive

activities. Currently he is on the team of MUKTA, an NGO that addresses

issues around AIDS, and continues to be on the advisory board of

Cashtech. His training and experience, give him strong business skills,

while holding deep social and environmental values. Bhushan, has been

advising eCoexist on development of a business plan and unfoldment of

its vision. His experience in running his own company provides us

invaluable grounding in management and financial strategies.

Mona Doctor-

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[ NATALIE LEEK, MONA DOCTOR & MANISHA GUTMAN]

Mona Doctor, has been an independent businesswoman for

past two decades, owning and directing a large printing firm in Mumbai.

She holds a Diploma in Natural Resource Management and has worked

with the Friends of the Earth in the UK. She is a member of the Executive

Council of the Trusteeship Foundation, an organisation that promotes the

concept of Trusteeship amongst the business world and helps produce a

news magazine called Gandhi Today. She comes from a family of

freedom fighters and has had close contact with Gandhian philosophies

and principles.

Sunil Jalihal-

Sunil Jalihal, is an entrepreneur and green products, organic food

enthusiast. IT professional by training, he worked for CMC, Wipro, and

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Hewlett-Packard before co-founding a few technology start-ups in the

telecom, mobile data services space. His earlier start-ups have been

venture funded by JP Morgan Chase, Reuters Greenhouse Fund, and Intel

Capital among others. He has a keen interest in art, HR and community

concepts, green architecture and gourmet food. He is currently co-

authoring a book – Romancing The Chilly and running MobiMedia a new

technology start-up in Pune. He believes in “bringing together people

with passion and energy to create sustainable products and concepts”.

There are many more team members and volunteers who have

helped eco- exist to reach its position. Volunteers like Daisy Wadia,

Alison Down, Sheefalika Misra, etc are few of the members helping

make a difference.

THE PRODUCTS OF ECO- EXIST

The organization recommends four products:-

1] The Natural Holi Colors-

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These natural holly colors are made with all natural products,

which protect people from getting skin disorders. These colors are made

of the flowers, which are used in various festivals like 'Ganesh Chaturti'.

2] Natural Clay-

'Ganesh Chaturti' is festivals, which is been celebrated, by most

of the Indians and the Ganesh Idols are made of Plaster of Paris, which

pollutes the rivers, as it is not soluble in water. Eco- exist introduced

Ganesh Idols made of natural clay, which is eco friendly.

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3] Recycled Paper-

The eco- exist reuses paper for making A4 size, recycled

paper, tissue napkins and tissue rolls.

4] Cloth Bags-

As we all know that plastic bags are affecting the environment,

therefore eco- exist has introduced cloth bags, which help in saving the

environment.

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THE NETWORK OF ECO- EXIST

Eco- exist works with a network of environmental and social

organizations, corporates and government organizations to achieve its

goals. They include:-

1] Environmental Groups-

Kalpavriuksh environment action group

Toxics link

Oikas, Pune

Earthworms, Goa

Centre for environment education, Pune

2] Social Development Groups-

Kriti, Delhi

Sena Sahyog

Akansha, Mumbai

Rotary Club of Pune Central

Disha

3] Corporate Groups-

Infosys

Seimens

Cybage

Suzlon

Thermax

4] Government Organizations-

Yerwada central jail, womens cell

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Maharashtra pollution control board

They also have several stores that support them by stocking

their products. The stores include-

The Bombay store, Mumbai, Pune & Banglore

Spencers Hypermart, Mumbai & Pune

Either Or, Pune

Nilaya, Pune

Big Bazar, Pune

Temple Tree, Pune

WHAT DOES ECO- EXIST BELIEVE IN?

1] The Environment-

Eco- exist would like to revive the awareness of the beauty and

power of nature into everyday urban lives. They believe that when the

human heart inspires the love for nature, it would naturally want to

protect it. They help people to recognize the deep impact that their

choices have on the environment.

2] Social Justice-

Eco- exist believes that harmony within oneself and with each

other leads to a harmony with the environment. They strive towards this

harmony by process of inclusion and sharing. All their work is joyful as

they believe in celebrating and enjoying life.

3] Craft and Livelihood-

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Eco- exist believes in creating beauty by reviving crafts that

originally used natural materials. They also promote technologies and

new materials that are eco- sensitive. All the products provide a source of

livelihood to socially unprivileged groups.

CONCLUSION

From the seminar we learnt that the motive of running a

business should not be just profit and its maximization, but it should also

have social responsibility. Businessmen should also direct a part of their

profits for social welfare. The company should produce such goods which

are eco friendly. Every human being should love, care and protect the

environment, as our choices have a direct impact on the environment and

our very existence depends on the environment. As a youth of India we

should understand our responsibilities towards the environment and other

human beings so that we can lead our country onto a path of green

progress and green development.

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MARKETING LECTURE

BY;

MR. T. G. PARAM

INTRODUCTION

A lecture, ‘Role of Marketing for Growth of Industry’ was

organized on the 18th of January 2011 by Mr. T. G. Param. He spoke

about the various aspects of marketing and how each of them function in

the real world.

Mr. T. G. Param is an engineer from I.I.T. Madras and has also

received his PGDM from I.I.M Calcutta. He has about 30 years work

experience in various countries like India, Canada and Brazil. He was the

CEO of a plastic manufacturing company in Brazil and vice- president of

a trading company in Toronto, Canada. He has also worked in India in the

areas of marketing, research and advertising. He has spent the last 20

years working abroad. He was a visiting faculty for the I.I.M’s and

currently is part of the faculty at Symbiosis, Pune.

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MARKETING SCENARIO PRE- LIBERALIZATION

According to Mr. T. G. Param, India, prior to liberalization had

very few industries. As a result of which, consumers were left with very

few or no choices even in basic products like automobiles, mopeds,

telephones, cement, housing, television channels, etc. As people were left

with a very minimal margin of choice, industries had the ball in their

court and found it very easy to manipulate the market. They didn’t have

to carry out any marketing besides ‘the word of mouth’, because of

which, very comfortable margin of profits were earned to benefit on.

MARKETING SCENARIO POST- LIBERALIZATION

According to Mr. T. G. Param, liberalization is responsible for

what marketing is today in India. After liberalization there was an

emergence of a number of companies [ Indian as well as MNC’s] as a

result there was an explosion of products and brands. There were a

number of choices in front of consumers. As a result of this companies

faced immense pressure of competition and the only way to survive in

this competition was through marketing.

WHAT IS MARKETING IN THE TRUE SENCE?

According to Mr. T. G. Param, marketing was not just limited

to buying and selling of goods but it is a very broad term that includes

sales, advertising, brand management, (consumer or behavior), research

or logistics, packing, prices, new product development or its

conceptualization. All these are also called the elements of marketing.

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THE ELEMENTS OF MARKETING

1] SALES-

It is the most essential part of marketing after 1930, certain

social and economic changes took place which resulted in a shift from

agriculture to industry, transport and communication systems developed

and mass production became the order of the day. This resulted in an

increase in competition. In this century, it is no longer possible to sell

everything that is manufactured. Hence the manufacturers were forced to

increase their sales. For this he had to have an effective sales organization

choose the right channel of distribution, sales promotion etc.

2] ADVERTISING-

Advertising media is a mean through which advertises

communicate their message to prospects to influence them to purchase

their products or services advertised. There are various media of

advertising that can be used like ‘The Press’, which includes television

and radio advertising cable and cinema advertisements. It is a

communication medium for the producers. There is a huge career in

advertising mostly in MNC’S. Advertisement of a product is what molds

the image of the product in the mind of most consumers. Hence, must be

handled with care.

3] MARKET RESEARCH-

Market Research is the systematic and exhausting search for and

study of facts relevant to any problem in the field of marketing. Market

research helps management to take decisions on the basis of research

findings. It’s not restricted to a particular type of problem, but rather, can

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help in finding a solution to any type of problem faced by the marketing

department.

4] BRAND MANAGEMENT-

Brand management is the most concrete job in marketing. It is

also responsible for strategy planning, advertising, promotion, and

profitability of a brand. Procter & Gamble in the United States of

America started this concept and it is a very strong in fast moving

consumer goods (FMCG’s).

5] OTHER MARKETING ELEMENTS-

In consumer behavior, the consumer’s tastes or preferences are

been taken into consideration. The packaging design has to be thought out

in a manner that will make the consumer want to purchase your product.

The pricing is also a key factor to a product. Depending on the class of

the product it can be classified into the high market or not. Thus also

making it a very key factor.

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SKILLS REQUIRED FOR MARKETING MANAGERS

The requirements for being a good marketing manager, one

need to have an MBA qualification and should have good communication

skills. One needs to have the ability to interact with people, a lot of

energy, willingness and creative thinking. One should have the spark in

their soul that makes them able to sell any product, anywhere, anytime.

This ability is what separates the managers from the MANAGERS!

CONSUMER TOUCH POINTS

This is the biggest challenge for most of the producers and

marketing managers, is how to convince the consumer that their product

is right for them. How to make the consumer believe that without the

purchase of that product life will end. It is very crucial that the producers

maintain consistency in the quality and standards of their products and

their name for attracting the consumers.

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MASTER CONCLUSION

From this project, we have learned a lot about the business

world, which has definitely broadened our horizons to set and achieve

more challenging goals.

The theory chapters have given us a detailed study about

industry and its types. Because of which our vision towards a business is

clearer and gets us sub consciously analyzing every business. Thus

getting us to think like real businessmen.

The industrial visits have given us an inside on the various

elements that take place in a production-based industry. Thus teaching us

all the procedures that take place before a good is finally transformed into

a finished good. It also gives us an idea of what types of markets there are

in the real world. Thus giving us different perspectives when we look at

the industrial world.

The guest lectures by the reputed speakers have painted

beautiful pictures about the topics that they spoke about. They gave us the

bright and dark side of all the various elements that are out there in the

business world.

Thus I can conclude by saying, my personal outlook towards

the business world has definitely changed for the better and given me

more confidence of what to expect when setting my feet into the real

business world.

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BIBLOGRAPHY

www.wikipedia.com

www.ultratech.com

www.katrajdairy.com

www.deepaknitrite.com

www.ucla.edu/business

www.google.com

www.google.com/images

www.bing.com

www.ecoexist.com

www.bakergauges.com

Philip Kotler

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