P R O J E C T R E P O R T

ON

Mapro Food Pvt. Ltd.

Wai - Surur Road

Wai-412803

Submitted by:

Piyush Gundecha

iccs

S.Y.B.B.A ( Roll. No. 54)

1

ACKNOWLEDGEMENTS

Every work done needs to be followed by a deep sense of gratitude to those who made it through

to success. I take this opportunity to thank all those who rendered their immense help &

guidance for the completion of this report.

My first word of gratitude is due to Mr. Mangesh Sarode, the employee of the Mapro Food Pvt.

Ltd in the Research and Development department, my corporate guide, for his kind help and

support and for his valuable guidance throughout the project. I am thankful to him for providing

I with necessary insights and helping me out by providing necessary information required.

I express my sincere gratitude to my project guide Mr. Amol Sir for his valuable guidance &

support given to me endlessly from time to time.

Finally, I would also like to thank all my dear friends for their kind cooperation, advice and

encouragement during the long and arduous task of preparing this report and carrying out the

project.

Piyush Gundecha

2

INDEXSR. NO. TOPIC PAGE NO.

1. Introduction 4

2. Industry Profile 5-8

3. Company Profile 9-10

4. Product Profile 11-14

5. Manufacturing & Production Operations 15-20

6. Management Structure 21-22

7. Customers & Competitors 23

8. Objective of the Project 24

9. Reference & Bibliography 25-26

3

INTRODUCTION

Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products. It is one of

the growing companies of India which is situated at Panchgani Mahabaleshwar Road. It produces

jams, confectionaries, squashes, jellies and many more fruit products.

It is the fruit processing business over more than forty years and it is known for the innovation

and quality in the industry. The Chief Executive Officer of the company is Mayur Vora. It has its

manufacturing units in Panchgani, Wahi, and Gurgaon. It is most likely to spread its operation in

Delhi and Pathankot. There are more than 500 local employees in the company and about 100

contract labourers.

Mapro Foods is a well-known brand in jams and squashes. It is a family business started in 1959

by the Vora family, making jams from strawberries and raspberries. Mapro was one of the first to

use traditional ingredients to make plant-based beverage concentrates such as strawberry crush

and rose syrup. The company was also the first in India to introduce pectin jellies and fruit

sweets.

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INDUSTRY PROFILE

FMCG industry,  alternatively called as CPG (Consumer packaged goods)

industry primarily deals with the production, distribution and marketing

of consumer packaged goods. The  Fast Moving Consumer Goods  (FMCG) is

those consumables which are normally consumed by the consumers at a regular

interval. Some of the prime activities of FMCG industry are selling, marketing,

financing, purchasing, etc. The industry also engaged in operations, supply

chain, production and general management.

FMCG industry economy

The competition among FMCG manufacturers is also growing and as a result of

this, investment in FMCG industry is also increasing, specifically in India,

where FMCG industry is regarded as the fourth largest sector with total market

size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by

2010. FMCG industry is regarded as the largest sector in New Zealand which

accounts for 5% of  Gross Domestic Product  (GDP).

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Common FMCG products

Some common FMCG product categories include food and dairy products,

glassware, paper products, pharmaceuticals, consumer electronics, packaged

food products, plastic goods, printing and stationery, household products,

photography, drinks etc. and some of the examples of FMCG products are

coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes,

watches, soaps etc

Market potentiality of FMCG industry

Some of the merits of FMCG industry, which made this industry as a potential

one, are low operational cost, strong distribution networks, presence of

renowned FMCG companies. Population growth is another factor which is

responsible behind the success of this industry.

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Leading FMCG companies

Some of the well known FMCG companies are Sara Lee, Nestlé, Reckitt

Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General

Mills, Pepsi and Mars etc.

Market Overview

Total Market Size

• The Indian FMCG sector is the fourth largest sector in the economy with a

total market size of US$18 billion as of 2007.

• By 2015, the sector is predicted to scale up to US$33.4 billion.

• The sector generates 5% of total factory employment in the country and is

creating employment for three million people, especially in small towns and

rural India.

7

India’s FMCG Market Size (In USD Billion)

Sources: Naukri Hub, IBEF, Chennai Online

TOP 10 FMCG Companies in India

8

COMPANY PROFILE

Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri Kishore

Vora. It came into existence in 1959 A. D. The company used to produce jams from strawberries

and raspberries when it was established but later it started manufacturing various other products

9

S.No. Companies

1. Hindustan

Unilever Ltd.

2. ITC (Indian

Tobacco

Company)

3. Nestlé India

4. GCMMF

(AMUL)

5. Dabur India

6. Asian Paints

(India)

7. Cadbury India

8. Britannia

Industries

9. Procter &

Gamble

Hygiene and

Health Care

10. Marico

Industries

like crushes, squash, confectionaries, sweets, jellies and many more products. The company is

one of the leading companies in India. The Managing Director of the company at present is

Mayur Vora. The company is situated at CHESSON ROAD, MAHABALESHWAR,

PANCHGANI. The plant is BVQI certified and provided with facility of state of art food park

and cold storage.

Mapro Foods Private Limited is the flat organization where management works along with their

technical and sales functionaries to achieve the vision and mission of MFPL.

Mission of MFPL: Mapro will develop, produce, package & sell food products, with high

regards for safety, nutrition & taste, which we can confidently give to our customers by

implementing and continually improving Quality Management system & food safety

management system to meet & exceed customers’ expectations.

History of MFPL: Over 40 years ago, in small town of Panchgani, near Mahabaleshwar, a

businessman named Kishor Vora decided to make some Strawberry Jam. Today his 'Hobby' has

borne fruit in the shape of Mapro… one of the most modern, hygienic, quality- conscious Jam

and Fruit Products Manufacturing Concerns in Western India. Mr. Vora could have rested easy

on success of his Fruit recipe. But he wanted to on develop innovative ideas such as Vegetarian

Jelly Sweets, Fruit Cubes with Fruit Juice and Rose Syrups with Rose Petals …. All for the first

time in country. Mapro does not use advertising medium like press, radio and television to

propagate its product but the taste of product and nutritional value, and uniqueness result in

repeat sales. Today Mapro is leading supplier of tasty as well as nutritious fruit product to the

International market. Mapro is known to care for its employees. Mapro is a home where there is

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mutual understanding between employee and employer like members in the family. It features a

blend of hard work and dedication. It is now in the process of certification under ISO 9000.

Most of Mapro's business is largely concentrated in the Western regions of India. Currently,

Mapro exports its products to about 12 countries through merchant distributors; these account for

less than 10 per cent of its total sales. It has its manufacturing units in Panchgani, Wahi,

Gurgoan. The company is going to open its manufacturing units in Delhi and Pathankot lately.

The main market segment currently is in Maharashtra and Gujarat. It is also concentrating in

expanding its market to the other cities like Kanpur, Lucknow, and in Punjab.

The annual growth rate of the company is more than 50%. It earns 40%-50% profits from the

sales of its products. The leading product of Mapro is Rose syrup (made from the rose petals and

their extracts).

For the production of the products the company buys the fruits from both the sectors i.e. the local

farmers and market and import from other countries as well. The machineries and other raw

materials are imported from various countries like Egypt, China, New Zealand, Australia, etc

PRODUCT PROFILE

There are various products produced by the Mapro Foods. It is basically involved in producing

jams, Faleros, squashes, crush, syrups, ice creams, etc. The various products manufactured by

Mapro Foods Pvt. Ltd are listed below along with few details.

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Jams: Jams are used in various meals courses especially for

refreshments and light snacks and they are found tasty with

fresh breads buns and toast, parathas, rotis and puri and also on

a variety of salted biscuits. Mapro jams are made from the

respective fruit pulp, pectin, sugar and citric acid. There are various flavours of the jams that are

manufactured. They are:

Jams are available in the packing of 200 gms (40 bottles), 500 gms (24 bottles), 1 kg (12 pet

jars) and 6 kgs (4 HDPE jars).

Squashes: Squashes are used in the preparation of Soft drinks in

chilled water, soda water and ice Lollies and slush’s and mock

tails. The key indegrients used by the Mapro Foods for the

preparation of the Squash are sugar, water, respective fruit juice or pulp and some added

indegrients like pectin acid depending upon the flavour or fruit. The different flavours of

squashes are:

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Mapro Jams

Orange Marmala

de

Mango Jam

Strawberry Jam

Mixed Fruit Jam

Pineapple Jam

Raspberry Jam

Squashes are available in the packing of 700 ml (12 pet bottles).

Syrups: Syrups have a number of applications such as to make refreshing soft drinks in chilled

water, Soda water and in milk for milk shakes and add a taste to

Faloodas and Shahi Lassi and Mock tails. Syrup is also used in

preparing Ice creams, as dessert topping and to give a taste to ice

lollies and Slush’s. It uses the same indegrients as the squashes.

The various syrups available are:

Syrups are available in the packing of 700 ml (12 pet bottles).

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Mapro Squash

Lemon Squash

Orange Squash

Lemon Barley Water

Strawberry

Squash

Lime Juice

Cordial

Lemon Ginger

Strawberry

Cordial

Pineapple

Cordial

Mapro Syrups

Rose Syrup

Khus syrup

Thandai Syrup

Mahakool Syrup

Strawberry Syrup

Kesar Syrup

Pineaaple Syrup

Crushes: Crushes gives a refreshing and nourishing drink when prepared in chilled water and

Soda water. Kokum syrup is also used in Ice Lollies and in the

preparation of slush’s. Mapro Foods uses sugar, water, citric

acid, pectin and the respective fruit juice or pulp. The various

Mapro Crushes are listed in the table below.

Mapro Crushes are available in 700 ml (12 pet bottles), 1000 ml (12 pet bottles) and 5000 ml

(12 pet bottles).

Falchoos: These are the fruity sweets with the real fruit jam. They are made from sugar, glucose,

fruit juice, pectin, citric acid and permitted stabilizers. They are available in different packing

depending upon the type of Falchoos. There are various kind of falchoos manufactured shown in

the table along with the packing details.

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Mapro Crushes

Litchi crush

Strawberry

Crush

Pineapple Crush

Mango Crush

Alphanso Mango

Crush

Kokum Crush

Kiwi Crush

Honey: Honey is the only natural sweetener known that needs no additional

refining or processing to be utilized. Honey is an invert sugar composed of 38 percent fructose,

31 percent glucose, 1 percent sucrose and 9 percent other sugars along with water and small

amounts of vitamins, minerals, enzymes and amino acids.

As a carbohydrate, honey is a good supplier of energy at 64 calories per tablespoon.

Because of honey's unique composition, it is digested a little differently than other sweeteners.

When compared to table sugar, honey has less of an effect on blood glucose levels primarily due

to its higher fructose content. Honey is available in 200 gm, 500 gm, 1 kgs and 6 kgs packing.

MANUFACTURING AND PRODUCTION OPERATIONS

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Falchoos

Fruity Sweets

( Available in a pack of 100g X 60, 200g X 36, 500g X 12)

Jelly Sweets

(Available in a

packing of 1kg X

6)

Falchoos [Available

in 15 packs (5

X 8)]

Jelly Cubes

(Available in the

packing of 5kgs X

4 jars)

Fruit Cubes

(Available in a pack of 200gm

X 36, 500gm X

27)

Fruit Pabbles

(Available in the

pack of 300gms X

16)

1. Manufacturing Operations

As we mentioned above the company produces jams, confectioneries, crushes, squashes, jellies,

sweets, toppings and many more. So basically they have three sections where there are ranges of

products produced. The sections are Liquid Section, Jam Section and Falero Section.

Under Liquid Section, syrups (Rose, Khus, Thandai, Pineapple,

Strawberry, Kesar and Mahakool), crushes (Strawberry, Litchi,

Kiwi, Mango, Kokum and Pineapple) and squashes (Orange,

Lemon, Lemon Barley Water, Strawberry, Lime Juice Cordial,

Lemon Ginger, Strawberry Cordial, and Pineapple cordial) are manufactured. In one day there

are 8 lots are manufactured. As manufacturing of liquid section is a cold process, so, normal

temperature is to be maintained. There is just one working shift in this section.

Under Jam Section, there are a variety of flavours of jams that are produced. These flavours are

mango, pineapple, strawberry, orange marmalade, raspberry, mix

fruit, etc. There are more than 30 flavours of jams. The

production capacity is 10-14 tonnes. The temperature in this

section is very high as the boiling process is done at more than

95˚C. There is just one working shift in this section.

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Under Falero Section, the fruity sweet with taste of pure jam is produced. This is the product

which earns more than 50% of the profit. The Faleros have a

monopoly as they are produced by Mapro only. It is one of

leading product of Mapro as the Rose Syrup. The production

capacity in this section is about 18 metric tonnes. It has

flavours like Strawberry, Raw Mango, and Alphas. In future

Litchi and Guava flavours will also be available in the market. The Mazana chocolates also come

under this section. Production of Falero is critical and a temperature of 22˚C is maintained for its

production. The working hours are 24 X 7 i.e., 2 shifts

2. Production Process

We are just showing the production process of jams and jellies just to understand how the

company works in this technical part.

Raw Materials: Jams and jellies are made from a variety of fruits, either singly or in

combination. Most of the fruits are harvested in the fall. The level of ripeness varies. Pears,

peaches, apricots, strawberries, and raspberries gel best if picked slightly under ripe. Plums and

cherries are best if picked when just ripe. The fruit is purchased from farmers. Most jam and jelly

producers develop close relationships with their growers in order to ensure quality. The

production plants are built close to the fruit farms so that the time elapsed between harvest and

preparation is between 12-24 hours.

The Manufacturing Process: The ingredients must be added in carefully measured amounts.

Ideally, they should be combined in the following manner: 1% pectin, 65% sugar, and an acid

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concentration of pH 3.1. Too much pectin will make the spread too hard; too much sugar will

make it too sticky.

Inspection: When the fruit arrives at the plant, it is inspected for quality, using colour,

ripeness, and taste as guides. Fruit that passes inspection is loaded into a funnel-shaped

hopper that carries the fruit into pipes for cleaning and crushing.

Cleaning, Crushing and Chopping: As the fruit travels through the pipes, a gentle

water spray clears away surface dirt. Depending on whether the finished product is to be

jam or jelly, paddles push the fruit and or just its juice through small holes, leaving stems

and any other excess debris behind. Some fruits, such as citrus and apples may be

manually peeled, cored, sliced and diced. Cherries may be soaked and then pitted before

being crushed.

Pasteurizing the Fruit: The fruit and/or juice continue through another set of pipes to

cooking vats. Here, it is heated to just below the boiling point (212° F [100° C]) and then

immediately chilled to just below freezing (32° F [0° C]). This process, pasteurization,

prevents spoilage. For jelly, the pulp is forced through another set of small openings that

holds back seeds and skin. It will often then be passed through a dejuicer or filter. The

juice or fruit is transferred to large refrigerated tanks and then pumped to cooking kettles

as needed.

Cooking the jam and jelly: Premeasured amounts of fruit and/or juice, sugar, and pectin

are blended in industrial cooking kettles. The mixtures are usually cooked and cooled

three times. If additional flavourings are to be included, they are added at this point.

18

When the mixture reaches the predetermined thickness and sweetness, it is pumped to

filling machines.

Filling the jars: Presterilized jars move along a conveyer belt as spouts positioned above

pour premeasured amounts of jam or jelly into them. When the fruit arrives at the plant, it

is inspected for quality, using colour, ripeness, and taste as guides. Fruit that passes

inspection is cleaned, crushed, and pasteurized. Next, the premeasured mixture is cooked

with added sugar and pectin until it reaches the appropriate thickness and taste. Then it is

vacuum-packed in jars and labelled. Metal caps are then vacuumed sealed on top. The

process of filling the jars and vacuum packing those forces all of the air out of the jars

further insuring the sterility of the product.

Labelling and Packaging: The sealed jars are conveyed to a machine that affixes pre-

printed labels. According to law, these labels must list truthful and specific information

about the contents. The jars are then packed into cartons for shipment. Depending on the

size of the producer's operation, labelling and packaging is either achieved mechanically

or manually.

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The Process of Preparing Jam

Quality Control: In the United States, food processing regulations require that jams and jellies

are made with 45 parts fruit or juice to 55 parts sugar. The Federal Food and Drug

Administration (FDA) mandate that all heat-processed canned foods must be free of live

microorganisms. Therefore, processing plants keep detailed lists of cooking times and

temperatures, which are checked periodically by the FDA.

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Here is a list of raw materials used by Mapro Foods Pvt. Ltd.

Items Variants

Glass Bottles 200gm 250gm 300gm 400gm 500gm 1000gm

PET Bottles 200ml 350ml 500ml 700ml 1000ml 6kg Jar

Outer Cartons 2 PLY 3 PLY 5 PLY      

Inner Cartons ( PVC )

50gm 100gm 200gm 500gm    

Caps 28mm 53mm 63mm 73mmCrown Cork

Screw on Cork

OthersWrapping Paper

Shrink Rolls

Plastic Bags

LabelsGum / Cello Tapes

Cans

Category Items

Fresh Fruit/ Partially Processed

Mango Raspberry Strawberry Papaya Grape Pineapple

Litchi Kokum Peach Apricot Lime Juice Orange

Commodity Sugar Glucose - - - -

Food Additives Pectin Citric acidPreservatives

StarchSodium Citrate

-

Packing Materials Glass Bottles

PET Bottles

PVC PacksLabels Caps

Bags Cartons

SpicesCardamom

Cashew Nut

Fennel Khus Seeds

White Pepper

Maggateri Seeds

Others Honey Dry Fruits Kesar Spices Drops

Fruit Flavours

Bags

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MANAGERIAL STRUCTURE

Mapro Foods Pvt. Ltd uses all types of employees i.e. skilled, semi skilled and unskilled labour.

Skilled Labour means the one who has higher level of qualifications as well as the experience.

Semi skilled labours means they have less qualifications and the experience is also comparatively

less and the Unskilled labour may not have any qualification or experience. In the higher level of

management highly skilled people work and at the middle level there may be a combination of

skilled as well as the semi skilled labourers is there and at the lower level management there are

more number of unskilled labourers. However at all levels of the management there must be a

minimum technical as well as conceptual knowledge about the field.

22

The structure of the management is shown in the diagram below:

Managerial Structure

23

BOARD OF

DIRECTOR

CHAIRMANCHIEF

EXECUTIVE OFFICERPURC

HASING

DEPARTME

NT

PROODUCTI

ON DEPARTME

NT

MARKETING

DEPARTME

NT

FINANCE

DEPARTME

NT

HRM DEPARTME

NT

RESEARCH DEPARTME

NTPURCHASING MANAGE

R

PRODUTION

MANAGE

R

MARKETING

MANAGE

R

FINANC

E MANAGER

HRM

MANAGER

RESEARCH MANAGERWORKM

ENS

CUSTOMERS AND COMPETITORS

Customers

Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers of the

company are children as the products of Mapro are targeted for this group only i.e. Mapro

produces chocolates and jellies and jams and many more which is mostly liked by the children

only. But this doesn’t mean that other age groups are not covered.

Competitors

Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business & has

few competitors also. Some of them are listed below:

Haldiram: Manufactures Syrups & exports of the syrups have increased by 20% since

2003 touching 18,000 bottles in 2005.

Kissan:  In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share.

Mala’s: It manufactures jam, crush, squash, cordials, syrups which is same as the

manufacturing of Mapro Foods Pvt Ltd.

Manama: Their range of products consists of cordials, syrups, fruit and chocolate dessert

toppings.

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OBJECTIVE OF THE PROJECT

The project is prepared to fulfil various objectives. The objective to prepare this project is:

I. For better understanding of the working of the food industry.

II. To make the students understand the importance of quality and hygiene.

III. To understand how the firm works in a real world.

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OBSERVATIONS AND FINDINGS

During our visit to Mapro Foods Pvt. Ltd and while preparing this report, I observed various

things. They are:

Mapro takes special care of hygiene and quality. We found all the labours directly

involved in the production were wearing gloves and hair caps. To take care of hygiene

outsiders or visitors were not allowed to enter the production area. To see the production

operations, a balcony was there i.e. from the top.

They send their employees to different countries like in China to work there and also for

trainings. Whenever there is any damage in the machines then those employees are called

back for repairing the machines. These machines are not repaired in India as they are

extremely costly.

There is more than 118000 metric tonnes of consumption of the strawberry throughout

the year.

They manufacture luxury chocolates like Mazana. It is found in special stores as this

chocolate is not preferred by the normal people due to its cost. It is sold at the price of Rs.

20 to Rs. 25 per piece. Mazana is generally exported. Falero has a monopoly type of

market and this product earns more than 60% profit on its sales.

There are 500 local employees. There are 100 contract labourers employed as well.

26

This company grew without the help of any kind of advertisement. It is known by its

product and quality and not because of the external advertisements.

The company earns a profit of about 40-50% profit in an average.

Mapro is the first company to introduce pectin jellies and fruit sweets in India.

Mapro has been growing consistently at the rate of 25-30 per cent in the past few years.

The Company has expanded capacity to now produce 30000 MT of processed frozen

foods P. A. It is setting up a Frozen and Fresh Food Distribution Chain in Indian Metros

to service the fast growing modern Organised Retail Supermarkets being set up in India.

Estimated Annual Sales (USD): US$5 Million - US$10 Million.

Mapro has achieved ISO-HACCP, ISO-9001 status certified by BVQI.

27

REFERNCES AND BIBLIOGRAPHY

I took certain references and various help while preparing the product. The internet was the main

source from where we found the information and also the employee of the firm Mr. Mangesh

Sarode who was our guide during our visit to the company. The list of URLs used for the

reference is listed below:

1. http://www.maprofoods.com/

2. http://www.trademart.in/MAPROE218.htm

3. http://www.financialexpress.com/news/Mapro-Foods-Plans-To-Spread-Its-Wings/89342

4. http://www.foodindustryindia.com/newfood

5. http://agriculture.indiabizclub.com/manufacturer/mapro_food

6. http://www.thehindubusinessline.com/life/2006/09/15/stories/2006091500090200.htm

7. http://www.tradenote.net/trade1_companies.html

8. www.indiacatalog.com

9. http://www.fnbnews.com/article/detnews.asp?articleid=17811&sectionid=32

10. http://www.haldiram.com/

11. http://www.kissanfood.com/

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