A

MANAGEMENT RESEARCH PROJECT- II

ON

“Study of Functional Area of Ramdev Food Products Pvt. Ltd.”

In the partial Fulfillment of the requirement of Master of Business

Administration (M.B.A.) Program (2002-2004) of North Gujarat University,

Patan

UNDER THE GUIDENCE OF:

Dr. Hitesh Ruparel

Head Of The M.B.A. Department

PREPARED BY:

Mahesh Patel (29)

Rajesh Prajapati (42)

Vishnu Prajapati (44)

S.V. INSTITUTE OF MANAGEMENT

Serva Vidyalaya Campus,

B/H Railway Station, Kadi

PREFACE

We have to undergo a Micro Analysis project for a particular organization in

Management Research Project subject. After doing a lot of brainstorming we

choose Ramdev Food Products Pvt. Ltd. as our organization and studied it

under the title “study of functional area of Ramdev Food Products Pvt. Ltd.”

In our project we studied the market size of Ramdev Food Products Pvt Ltd.

Its total product range for domestic and international market. Its distribution

network etc.

This project will really help us in the future a great deal.

ACKNOWLEDGEMENTS

Preparing a project of this nature is an arduous task and we were fortunate

to get enough support from a large number of persons to whom we share

always remain grateful. We would like to record our gratitude to Mr. D.

Souza & Mr. Nikhil Pandya for allowing us to this project.

We are also desirous of placing on record profound indebtedness to Mr.

Hitesh Ruparel & Mr. Bhavin Pandya , faculty member, S. V. Institute of

management , for the valuable advice, guidance, precious time and support

that he offered.

Last but not the least, we would also like to thanks all the respondents for

giving us their precious time and relevant information and experience, we

require which this project would have been a different story.

MAHESH PATEL

VISHNU PRAJAPATI

RAJESH PRAJAPATI

CONTENTS

ABOUT INDUSTRY

Facts about Spices Exports

About Packed Spices Industry

Major Competitors

INTRODUCTION TO RAMDEV

History

Phases of Development

RESEARCH METODOLOGY

1. MARKETING DEPARTMENT

Introduction

Market Segmentation

Packaging

Distribution

Pricing

Product Launch & Withdrawal

International Distribution Network

2. PRODUCTION DEPARTMENT

Purchase Of Raw material

Product Range In Indian Market

Product Range In International Market

Manufacturing Process

Hierarchy in Production Department

Role of Production Manager

Other Important Points

3. HUMAN RESOURCES DEPARTMENT

Manpower Planning

Recruitment & Selection

Training

Performance Appraisal

Internal Mobility

Absenteeism

Working of E.S.I. Scheme

Study of Provident Fund Scheme

Labor Turnover

Leave Encashment

Grievance Handling Procedure

Time Keeping

.

RAMDEV HISTORY

India, the Queen of Spices, has always attracted the world with her exotic

masalas. In fact, the connection goes back many centuries. To the time when

travellers like Vasco da Gama and Columbus were still exploring the

geography of the Earth. Even then, the mystique of Indian spices magnetised

them to India and paved the way for a new chapter to be written in the annals

of time.

The lure of the unknown', which repeatedly brought visitors to the Spice

Land, was the presence of nature's rich elements in those fresh and highly

aromatic spices. Spelling magic and carrying an enviable aura, they left

people spellbound.

Ramdev has preserved the same values in all our products ever since we

started as a small unit in 1963, in Ahmedabad, India. A small step became a

giant leap in no time. But there was a binding force, a commitment that

helped us keep our promise of purity and freshness in our products for all

these years. Our immense belief in the philosophy of 'reaching a customer's

heart through quality' has enabled us to spread the rich Indian heritage to

millions of homes all over the globe. And that’s our pride. Indian food. The

Indian way.

Today Ramdev is a very familiar name in Gujarat as well as in other States

of the country.

PHASES OF DEVELOPMENT

Phase 1

In1963,Mr Rambhai patel installed a grinder at Madhupura where he used to

grind the whole spices into powder for customers.

Phase 2

In 1967, he started to offer whole spices like chill, turmeric and coriander

seeds also. He also started selling their own grinned masalas in loose packs.

Phase 3

In 1989, Ramdev Food Products Pvt. Ltd. Was incorporated. At that time

they started selling their spices in boxes and poly pouches. They were the

pioneer in selling the spices in polypouches as they were the first to do that

in the country. Spices such as chili, haldi were introduced in poly pouches.

Phase 4

In 1991, company launched Blended spices i.e. Mixed Masala and then

Ready To Eat i.e. instant Mix in the market.

Phase 5

In 1992, Hing was launched which added to the product range.

Phase 6

Launched Whole Masala In 1998

The factory is located at Changodar. This location was ideal because of sales

tax benefit and also due to nearness of the Ahmedabad city.

Ramdev sells its masala and spices under three category:

1. Whole Spices

2. Basic Powder Spices

3. Blended Spices

According to the opinion of Ramdev Basic Powder Spices have the huge

market

At present company sells its products in Gujarat and 14 other States of the

country. Southern Region is not catered because these people prefer mainly

home made masala.

All the products except Instant Mix and Blended Spices are Agmark.

The company has its own Quality Control and Research and Development

Lab where all the ingredients and finished goods have to undergo strict and

through examinations. Due to this reason Ramdev Products have maintained

the highest quality standards.

RESEARCH METHODOLOGY

Objective

To study the functional area of Ramdev Food Products Pvt. Ltd.

Information need:

Information about

Production Department

Marketing Department

Human Resources Department

Distribution network of product

Size of the market

Organization History

Sources of data:

Generally these data are to be collected from Internet

From marketing manager

INTRODUCTION

For the success of any FMCG company marketing function plays a vital

role. Marketing is the process of planning executing the conception, pricing,

promotion and distribution of goods services and ideas to create exchanges

with target customers that satisfy customer and organizational objectives.

We will be taking care of various aspects of marketing like advertising and

promotion, sales and distribution, pricing, packaging etc. with respect to

Ramdev.

MARKET SEGMENTATION

Ramdev sells three categories of masala and spices into several of the

country.

The following are the different places were Ramdev products are sold

1. Gujarat

2. Calcutta

3. Konark

4. Maharastra

5. Utter Pradesh

6. Bombay

7. Vidharba

8. Nagpur

9. Orissa

10.Rajsthan

11.Malava

12.Pune

13.Howrah

14.Delhi

15.Himalaya

16.Bihar

The southern region is not catered as they have a habit of using home made

masala. Different size of packing is used for different types of customers.

Different type of packing starting from 15gms, 25gms, 50gms, 100gms,

200gms, and 1kg are available

in the market for the convenience of the customer.

According to the survey 500gm packet of chili is the fastest moving in the

market. As far as Ramdev is concerned 70 % of the Ramdev turnover is

from chili.

Considering in the the loose market chili accounts for the highest turn over

with 70% to 80% varying from State to State.

In the Rural market chili accounts for the highest turnover 80% in the loose

masala market.

Looking at the trend of the last five years, packed masala has gained

importance and is growing in the market. Before 95% was loose masala

market, compared to today’s 70% to 80%.

There is very slow growth rate in the masala. The growth rate is estimated

to 1% to 2% every year.

Ramdev started, pioneered and are the market leader in polypouches.

At the National Level Ramdev is the leader in chili powder and Everest and

MDH are the leaders in Blended masala.

DISTRIBUTION

At Ramdev there ar4e two types of distribution channel existing for Gujarat

and for states other than Gujarat

Gujarat (2Leval channel)

Company

Dispatch Distributors Retailers Consumers

Department

Outside Gujarat State

Company

Dispatch C&F Agent Distributors Retailers

Consumers

Department

Strength

Total C&F Agents : 15

Total Distributors : Gujarat: 200

OGS : 550

1 Appointment of Distributors

Distributors are the main role players. Good and dedicated distribution

Would be a boon for the company. Therefore members of it must be selected

properly. Company has framed a definite policy to appoint distributors.

Distributor is not appointed purely on the basis of geographical

regions

i.e. on town level but the local businessman of that particular market

is that purpose.

Whenever the company wishes to appoint a distributor, it advertises in

dailies

And invites end businessman of that particular region to make an

application.

If any distributorship becomes vacant then within 5-6 days other

players in the market come to know about the vacancy and make the

application at their own.

On getting the application the company scrutinizes them and if the

qualification meet requirement then a meeting of company official is

arranged with him. First preference is given to the people having the

distribution experience.

At the meeting he is informed, explained and guided about the

company’s strategies about selling and distributors is checked.

If he assents work according to the guidelines of the company and if

he is adept, he is listed.

Then company’s supervisors go and thoroughly check in person his

shop godown, selling & distribution arrangement, experience of

distribution, personnel, financial capacity, goodwill, other agencies

handled, knowledge of the distributor etc. is checked.

After giving due considerations to all above points company’s senior

officials meets and select the distributor.

After taking the final decision regarding appointment, the selected

distributor is asked to meet in person.A written assurance with his

firm’s stamp is taken on all points which he will work upon.

Following points are specifically discussed.

1. Who will be responsible for distribution of product?

2. On which days will the distribution be done?

3. How will he do the distribution?

After appointment, if necessary the company the gives training in

distribution process. He then has to contact each & every retail outlet

(grocers, provision stores etc.) in his region and prepare their list,

which is to be filed with the company.

When be sends the amount of deposit, appointment letter is forwarded

which contains all information regarding area of his operation.

Initially, after appointment, the company deals on advance basis for

the first 10 dealings.The payment are done according to the normal

payment policy.

2 Guidelines to Distributors

Following are the points to be specifically noted and practiced while doing

distribution and selling of Ramdev product

Distributor should make a list of all (large &small) out l/’;[p-0ets, i.e.

retail stores selling the product &remit to the company.

Each distributer must sell the product in person in the market on fixed

days once in a week.

He must do the work of selling &disrtibotion according to company’s

policy. If for any reason he fail to make a call on certain fixed day

then he must write to the company.

If he wants to start any other business then he must get the permission

of the company.

All distributors must prepare stock statement for each and every

product specially stating opening stock ordered stock total stock sales

&closing stock.

The distributors must keep the stock of 7days considering average

sales of the week . he must fill up company’s order from stating

closing stock on a fixed day of the week. The co. issues 100 order

from to the distributors.

Every retailer should be given stock after considering his average

sales. No one is allowed to keep the stock of more than 2 week.

Every distributor must adhere to payment policy framed by Ramdev.

Once in a week sales Representative goes &check distrbutorship

according to the convienence of the co. the objective behind the visit

is to see that the policies are being given concrete shape ,to see

whether the pop material is being properly used . the sales

representetive also see the sales promotion schemes and also the

crecord keeping and sending by courier.

During his call the sales representatives should check the stock &see

that the old stock is slod first. He must find out average sales and

supply accordingly .this measure will prevent over piling of

stock&consumer will get fresh product.

The distributorsmust give guidelines to the retailers.

Each distributors must fill up the retail card . he must maintain a card

for each retailer to whom he supplies .in the card he must write

partuculers of purchase made by retailer of prducts from such cards

information of retail purchase and sales can be known.

Distributorsare also allowed to do retailing provided they sell it on the

printed price.

Policy regarding deposit

The amount of deposit is finalized after considering the potential

sales of that particular region . the maximum amount of deposit is

Rs25000 in case of a good urben center.

Amount of deposit stays with the company till party remain s

distributors of the company . interest at rate at the rate of 12%is

paid to the distributors on the amount of diposit .

Amount of interest is sent to the distributors at the end of every

financial year. When the distributorswants to stop working for the

company ,his deposit is returned on the same day with the interest

till the day . there is no penalty on ceasing to be distributors even

though it harmed the business till the new distributors are

appointed.

Margins to channel members:

Table showing margins to channel members(% sales)

PRODUCT DISRTBUTOR RETAILERS

Gujarat OGS Gujarat OGS

CTC 5 7 10 15

Premium

masala

8 10 17 20

Instant Mix 7 13

Whole spices 5 10

The C&F agent are paid 1.5% on sales . they are also reimbursed their

expenses relating to the operation of company’s product.

Policy Regarding Supply & its Payment:

Payment should be made within 7 days of the date of supply

through demand draft. If the payment is not made on made on time

on time for quite a few times, then in future he will have to pay

advavnce draft with order . actually for new distributor the first 10

dealings are done on advance basis only.

Credit period of 7 days is for one supply . another supply will only

be made if the payment of the prior one is made.

If the payment is made after the complation of 7 days then

company will issue adebit note having interest charge at rate of

24%p.a.

If any distributor will not maintain appropriate stock of necessary

product then his area of opretion will be reduced and other

arrangements for distribution will be made .

Punishment on late payment ,cheque bounce, ready retailing ,stock

out, etc.is 1%to 2% of turnover. But generally it is not

happepeningand sometimes if it happens then warning is given and

issue is settled.

Policy regarding loading rickshaw:

Distributor should take permission of the company before

distribution with loading rickshaw.

Rickshaw should be of the ownership of the company. Rental

rickshaw is not allowed.

It must be painted according to company’s specification.

Design is same at all India level. It should be in good condition so that

regular supply is possible.

If all above pints are taken care of then monthly allowance is

negotiated on the individual basis.

After preparing reports payment of the amount is made at the

end of every three months though credit notes.

Replacement Policy:

Products of Ramdev remain fresh in the pack for a long

period so problem of replacement generally does not arise.

Then also if the replacement is to make then following points

must be considered.

If the pack is torn then the distributor can replace the

pack after checking it.

Expiry date is printed on every packet so, every

distributor before supplying a new stock must check old

stock at retailer and see that it is sold first. This will

reduce the chances of reaching bad products sto

consumers.

If such old products are found with the retailer then the

distributor should replace it.

Then after negotiating the genuineness of the case

company will decide whether replacement should be

given to the distributor or not.

Company’s policy for retailers and consumers is to

replace packet for packet.

Each month replacement must be done on the end of

each month. If the goods are not selling then the

company is ready to take back the goods but only before

the expiry date.

There is no replacement to be done after the expiry date.

Policy Regarding Complaints:

Company keeps strict quality control so complaints are not

likely to come.But if some complaints do come then the

distributor should do the following.

Take name and address of the complainer.

Name and address of the retail outlet from where the

customer has purchased the pouch or packet.

Name of the product its manufacturing date, batch no etc, of

packet which complain has arisen.

Types of complains as decided by the company and the

distributor.

Distributor should store such packets separately and show

them to the company’s sales representative when he visits

them.

Pouches damaged by rats at retailers or distributors will not

be replaced because it is not the fault of the company.

Each month replacement must be done on the end of each

month If the goods are not selling then the company is ready

to take back the goods but only before the expiry date.

There is no replacement to be done after the expiry date.

Policy Regarding Complaints:

Company keeps strict quality control so complaints are not

likely to come.

But if some complaints do come then the distributor should do

the following.

Take name and address of the complainer.

Name and address of the retail outlet from where the

customer has purchased pouch or packet.

Name of the product, its manufacturing date, batch no. etc, of

packet which complain has arisen.

Types of complains as decided by the company and the

distributor.

Distributor should store such packets separately and show them

to the company’s sales representative when he visits them.

Moreover, in case of Instant Mix if the customer does not get

results as promised by the company and he complains, then

company sends a cook to the customer’s house and satisfies

him.

In this way doubts of the customers are removed and through

guidance complaints are reduced.

Price Change Mechanism:

Prices of products fluctuate on the basis of prices of raw material in

the market; if the prices of the raw material go up in the market the

company will accordingly increase the prices of the product and

vise-versa.

When prices are increased:

No prior information of the price rise is given to the distributor.

But when the price is increased, he will be a supplied product at the

prevailing price.

The distributor is supposed to follow the following steps in case

of price rise:

Distributor and retailer must sell their stock at the price that they

have got or at the price on the packet.

Distributor should intimate to the retailer that he would supply the

stock at a price at which the company gives him. Even then if the

dispute arises between them, it is the responsibility of the distributor

and the company will not compensate for that.

When prices are reduced:

When prices of any product are to be reduced, the distributor will

be informed about in 7 days before that price comes into effect so

that he can sell of his stocks.

He must ask the retailers to sell of f their stock as soon as possible

to avoid possible losses.

If the retailer has more stock then the distributor must make

arrangement for sale. He must take it from the retailer and supply it

to someone who has faster turnover.

Distributor must see that the old stock is sold first and do not

make a fresh supply till then. Because of this there won’t be packet

with two different prices with the retailers.

Company will not give price reduction on old stock. So he must

do his work carefully.

Reimbursement of Expenses:

It will be refunded on the real bill and not if distributor does not

have the receipt.

He must send such a receipt to the company within 15 days of tax

payment along with the following particulars:

Bill No.

Amount of Bill

Rate of tax

Amount paid as tax

Company will refund this amount every three months of the credit

note. It will deduct this credit note amount from the new payment.

Policy Regarding Sale of Other Company’s Goods.

When the distributor wants to sell the products of the other

company besides Ramdev Food product Ltd. then he must write to

the company He must clarify the following points:

Name and products of the company with which the distributor

wants to work.

Who are the persons reponsible for the new assignments.

Does the distributor has a separate godown and delivery vehicle.

Company then will call him and negotiate the situation with him

give further decision. He will be allowed to take up new work only

if company assents him in writing.

Cancellation of Distributorship:

Cancellation of distributorship can take place in two ways:

If the company observes that the distributor is not adhering to

company policy then company is in a position to cancel the

distributorship.

The Distributor has the liberty to leave distributorship. On

cancellation deposit is paid back to distributor and no harsh steps are

taken or punishment is given

Policy Regarding OGS

Due to the difference in yearly consumption attempt, controlling and

coordination problems relating to OGS operations, there is an addition of

one layer in distribution channel. That layer is of carrying and forwarding

Agent.

Except following differences, in case of C&F Agent the appointment policy

is same as that of the distributor In OGS financial standing is of utmost

importance. The other criteria of major importance are manpower and

degree of personal involvement of C & F Agent.

The additional chain of C & F Agent in responsible for the availability of

goods to distributor and stockings of goods. In short the services given by

him are:

>Providing go downs for stocking

>Dispatch of goods and collection of payments.

>Provide an office to sales supervisor and manager of the company.

Other important issues:

>C & F Agent cannot keep the products of the competitors of

Ramdev.

>The telephone expenses, go downs keeper salary, transportation

expenses and computer operator salary of C & F Agent are

reimbursed.

>C & F Agent operating for more than one product then

proportionate expenses is reimbursed.

>In Gujarat the distributors of CTC, whole spices, instant mix, hing

and garam masala are different. But owing to fewer turnovers and

less packaging range. (Fewer products offered in OGS) so, in OGS

distributor is allowed to handle more than one product In case of

OGS rate of interest on deposits is at the rate of 15%.

Different marketing flows in marketing channel of Ramdev:

Product flow:

Company Distributor Retailers

Customers

Title Flow:

Company Distributor Retailers

customers

Payment flow:

Company------- Banks ------- Distributors ---------- Retailers

--------- Customers

Information flow

Company---------- SR, Distributor ------- Retailer ---------

Customers

Promotion Flow:

Company -------- Advertising -------- Distributor ---------

Retailers ----- Customers

Logistic:

The process stars when the company receives order from any

distributor .On the basisi of these order form. a bill and a

transport copy is prepared at head office (Madhupura) Three

copies of invoice are prepared of which one is sent ot

facotory ,one to distributor and one is kept at head office. The

bill is also sent to factory through using modem. The

distributor sends the coyp of invoice duly signed by

him,which is filled in the respective file of distributor . The

vehicles used for transportaion may be company or may be

hired from outside.

At head office along with copy of invoice. the copy of lorry

receipt and octroi uis also filed in the respective files of

distributor. When the goods are sent outside Gujarat, the

sales tax receipt is also received which is also filed in the

respective file.

International distribution network

Ramdev is close to finding a place in every house hold world wide ,

that relishes the rich Indian taest . our ever expanding dealer neatwork

has all rready brought the goodness of Indian spices to nation with

large Indian population . as the popularity of Indian cuisine

transcends ethnic boundaries ,our network grows to bring the best

ingredients to your doorstep .

some of the countries where ramdev has marketed its presence are.

Australia

South African sub cuntinent

EEC NATION

UK

USA

South east asia

PRICING

Pricing has always played a vital role in purchase decision on

the part of consumers. In case of FMCG products. sometimes

it even becomes the most important and single most criteria

of purchase.For Ramdec also pricing has a crucial

importance. The following points will lmake its clear.

> Pricing is a major factor of profitablity here as the raw

metrial prices varies haphazardly and violently.

> As Ramdev is competing with loose market, price plays

major role here as it has to be such that it matches with loose

packing and still is competent enough to maintain Ramdev’s

imagse of being a quality leader in the packed spice industry.

> Incidences of price changes are very frequent in this

industry because of its heavy dependence on the prices of raw

material.

> At Ramdav pricing decisdions are taken by the pricing

committee, which comprises repersentatives from top

management.

> “if we weigh Ramdev’s pricing on price-quality matrix

then we say that it is following the high value strategy by

providing high quality at medium price.” Says regional sales

mavager at Ramdev.

The product for pricing the product at Ramdev is the most

elementry pricing method.i.e. mark up pricing . The logic

behind following this method can be clarified with the help of

the following.

> Raw material cost changes vigorously. Now as it is a

commodity product consumer will not specifically match

perceived value of product with price. this becomes more

powerful because of the product’s near essential type of

nature, The work of Ramdev is just to pack the grinded

powder in packets. They do not add any manufacturing value

to the product, So, it is not possible to price the product

independently of the raw material or competitors.

> Competition also does the same and in the word of

regional sales manager,“compertition dose not affect pricing”

This pricing methods due to its inherent advantage of

flexibility and it seems that can be no feasible changes in this

strategy.

Pricing objective:

> The objective as spelt out by regional sales manager is

maximum customer must use our product and there is no

compromise on quality and distribution. And the company

also must try to increase its distribution” The objective as

spelt out seems contrasting in direction. Because if you want

quality leadership or stringent adherence to quality then mass

market has to be foregone. The objective mentioned above

puts the company in “Stuck in the middle” kind of strategic

situation that is detrimental in the long run.

> As now things are working well and even the when the

competitors are also following the same strategy. the

company would be in a position to survive.

Price adoption:

> Ramdev is following discriminating pricing policy.

They discriminate between prices in Gujarat and Out side

Gujrat(OGS). The OGS prices are decided the basis of cost+

weighted average taxation pervaling in the state out side

Gujarat in which Ramdev is dealing. The taxes here includes

Entry tax. Mandi tax(e.g.Agricultural in Utter Pradesh) and

Seles tax. The taxes are different in different states and there

ate instance where some states have nominal texes while

other has exorbitant taxes. But the tax burden shared b them

are uniform because of weighted average tax system in the

calculation of price.

> The discrimination in the pricing of Gujarat and OGS is

also due to the discriminative margins offered to dealers and

retailers in Gujarat and OGS. The table of this is given in the

section related to distribution policy.

> Gujarat state is not included in the calculation of

weighted average to havea uniform pricing all over India

because Gujarat is the core market for Ramdev and they

would like to treat it separately.

> Another reason for discrimination is high tumover in

Gujarat that enablesdealers to operate at low margin that in

tum helps reduction in price in the state of Gujarat.

> There is no discount scheme neither for the dealers nor

for the retailers and not even for the consumers.

> When there is likely decerase in prices, dealers are

informed well in advavce.While when there is likely incerase

in prices, they bare not informed in advance to avoid the

stocking for speculative purpose.

> Apart from indirect taxes, there are no other legal no

other legal obligation to Ramdev in fixing prices.

PRODUCT LAUNCH AND WITHDRAWL

If a new product is to be launched then survey of the

feedback of the employees, salesforce and valuable

customers are taken from the prospective of color, design,

taste etc, If the new product passes this feedback test

satisfactorily then and only then new product is put in the

market.

Generally before launching,30-40 samples are prepared and

are tested in the way mentioned above. Testing is done as

Ramdev vis-a-vis competitors

There is an instance of withdrawing the product called Rava

Idli. The company first of all tried to find out the reason f

slow tumover and they found that it was the expriy and the

storage problem. Then they discovered that this problem

can’t be overcome, and they decided to withdraw the product

from the market. Company following this process in each

before reaching the conclusion of withdrawal.Thus we can

say that the company is having very scientific and correct

way of handling the situation.

PURCHASE OF RAW MATERIAL

The major state which cultivates different spices is given in the exhibit.

Here in the following table the information about major markets from

were all the big and small players source their requirements of raw

materials.

Tables showing major centers for procurement-Mandies

TURMERIC ORIANDER METHI

CHILI

Kadpa Ramganjimandi Pratapgarh Guntoor

Sangli Kota Jawara

Jamnagar

Kodoor Guna Patan Patnei

Nizamabad Bara Nimach Barelli

Irode Ramaganjmandi Suderban

Varangal

Black Pepper Cardamom Cardamom Ajwan Jeera

(small) (big)

Cochin Bodinaykanor Gangtok Pratapgarh Unjha

Manglore Chaklaspur Bhutan Jamnagar Patan

Calicut Cochin Nimach Kishangaarh

Nandurbar Jodhapur

Kunool Medta

Bikarabad Netran

Jawara Kalu

Bilada

Fennel seed Jaifal Cloves Dried Managoes

Unjha Cochin Cochin Nadiad

Lucknow Colombo Nizamabad

Mainpuri

Itawa

Bilada

PRODUCT RANGE IN INDIAN MARKET

The products available in the indian market are classified into four

categories.

1 Basic Spices (In powder form)

Chilli (Mirch)

Turmeric (Haldi)

Coriander (Dhaniya)

Coriander-Cumin (Dhaniya-Jeera)

2 Whole Spices (In powder form)

Cumin (Jeera)

Mustard (Rai)

Fenugreek (Methi)

Ajowan (Ajwain)

Seasame (Til)

3 Compounded Asafoetida & Blended Spices (In powder form)

Compounded Asafoetida

Super Garam Masala

Garam Masala

Super Tea Masala

Tea Masala

Pav Bhaji Masala

Chhole Masala

Sambhar Masala

Panipuri Masala

Chat Masala

Achar Masala

4 Instant Mixes

Gota

Khaman

Dalwada

Dahiwada

Idli

Dhokla

Dhosa

Pizza

Gulab Jamun

Mathia

Fafda (Cholafali)

Basic Spices

CHILLI (MIRCH) POWDER

At the hot seat of the capsicum family are chillies in over 200 different

varieties, grown all over the world. They have little aroma but their taste

varies from mild to fiery hot. Chilli powder is used in almost any dish you

can think of. Native to Central & South America, it is cultivated in Mexico,

China, Japan, Indonesia and Thailand. India, the largest producer of chilli, is

a major exporter, catering to worldwide needs. Indian chillies are known for

their rich and hot nature.

Available in consumer pack sizes of 15, 50, 100, 200, 500 and 1000 g.

TURMERIC (HALDI) POWDER

A member of the ginger family, turmeric comes from the roots of Curcuma

longa, a perennial plant that grows to a height of 1 meter. Turmeric tastes

bitter. It is widely used in flavoring dishes. In Indonesia, it is used in fish

flavoring while in the West, it is used in sauces and in processed foods. The

flavor and aroma of turmeric increases with the volatile oil content while the

coloring power depends on the curcumin content. Native to East Indies,

turmeric is cultivated in China, Indonesia, Philippines, Taiwan and Vietnam.

Around 30 species grow in India, making it the leading producer of turmeric.

Available in consumer pack sizes of 15, 50, 100, 200, 500 and 1000 g.

CORIANDER (DHANIA) POWDER

An annual herb of the parsley family, coriander has a slightly fragrant odour

and a pleasant aromatic taste. The fruit of coriander when mature is one of

the most deliciously aromatic of all seeds. The oil of coriander seeds is one

of the oldest spice extractives. It finds use in soft drink manufacturing and in

the food industry. The Romans found it an excellent seasoning for food. The

distilling industry (especially for gin) is the largest user of coriander seeds.

The name coriander comes from the Greek word koris, meaning bug. Native

to southern Europe, it is cultivated in India, Morocco, Russia and South

America.

Available in consumer pack sizes of 50, 100, 200 and 500g.

CORIANDER CUMIN (DHANIA-JEERA) POWDER

A special offering from Dhania Ramdev. The powdered mix of coriander

and cumin, it combines the character attributes of both spices thereby

enhancing the overall effect on taste and aroma. It finds use as a flavoring

agent in most Indian cuisine.

Available in consumer pack sizes of 50, 100, 200 and 500 g.

Whole Spices

CUMIN (JEERA)

One among the ancient spices, cumin is the dried fruit of Cuminum

cyminum, a herbaceous annual of the carrot or parsley family. Cumin seed

resembles caraway seed in its strong distinctive odor and uniformly elliptical

and deep furrowed appearance, but without the characteristic curved shape

of caraway. They are valued for their flavour and cleanliness, the former

depending upon the oil content. An essential ingredient of the Indian 'garam

masala', cumin also adds flavour to most Latin American foods.

Cumin flavored cheese and cumin spread over bread was used by the Dutch

and the Romans respectively. Native to Egypt and Mediterranean regions, it

is cultivated in Egypt, Iran, Morocco and Sicily. Black cumin is a rare

variety grown in Kashmir, India. India is both the largest producer and

consumer of cumin seeds. 

Available in consumer pack sizes of 100, 200 and 500 g.

MUSTARD (Rai)

The English name mustard comes from the Latin 'mustum ardeus' meaning

'burning must'.

There are two varieties of mustard - Yellow mustard and Black mustard.

Black mustard is sometimes called Brown mustard. Originally from Europe

and South-West Asia, it is grown in Canada, Holland, England, India, North

Africa and USA.

Available in consumer pack sizes 100, 200 and 500 g.

Fenugreek (methi)

An annual, it has a dominating, aromatic smell similar to celery. The seeds

are yellow-brown with a deep furrow running diagonally across one side. It

is used to flavour curry powder. The Latin name Foenum graecum means

Greek hay. It is native to southern Europe and is cultivated around the

Mediterranean, Argentina, France, Germany, Egypt, Morocco and of course

India.

Available in consumer pack sizes of 100, 200 and 500 g.

Sesame (Til)

Found in three varieties - brown seeds, black seeds and creamy white seeds,

sesame is grown mainly for the oil in its seeds. Sesame is valued for its

colour, cleanliness and dryness. Natural or hulled sesame finds usage in

snack food manufacturing. Its origin unknown, sesame is believed to have

its early existence in Africa or India and is now grown mainly in

Afghanistan, China and Indonesia.

Available in consumer pack sizes of 100, 200 and 500 g.

Compounded Asafoetida & Blended Spices ( In powder form)

Using only the finest ingredients, we produce most of the popular blended

spices used in Indian cooking. Although each has its own unique

composition, they all share one similarity - You will think they are home-

made.

Compounded Asafoetida

Super Garam Masala

Garam Masala

Super Tea Masala

Tea Masala

Pav Bhaji Masala

Chhole Masala

Panipuri Masala

Sambhar Masala

Chat Masala

Achar Masala

Super Garam Masala

An exquisite blend of fourteen different spices and seeds, Ramdev Super

Garam Masala will have people eating out of your hands. Dadi maa

included!

Available in consumer pack sizes of 10, 50, 100, 200, and 500 g.

Super Tea Masala

For tea that smells as good as it tastes. Discover how a single cup of tea can

be an exhilarating experience!

Available in consumer pack sizes of 50 and 100 g.

Achar Masala

Ramdev Achar Masala adds lasting freshness and taste to mango, lemon,

caperberry, cucumber, karaunda, carrot and other chatpata pickles.

Available in consumer pack sizes of 200 and 500 g.

Garam Masala

Spice is nice. Add a pinch of Ramdev Garam Masala to your favourite dish

for a truly heady feeling.

Available in consumer pack sizes of 50, 100, and 500 g.

Tea Masala

For an inciting drink. Add a pinch of Ramdev tea Masala to your tea water

and watch the spirits go high.

Available in consumer pack sizes of 50 and 100 g.

Pav Bhaji Masala

A scrumptious pot-pouri. To lick your fingers, just add a bit of the Ramdev

pavbhaji masala and you will feel like making pav bhaji over and over again.

Great taste, multiple usage. It can also be used in Punjabi vegetables,Dabeli,

Burgers and lot more.

Available in consumer pack sizes of 50 g.

Chhole Masala

Bringing you the authentic taste and aroma of a North Indian delicacy. Whip

up this speciality in minutes and relish it with Bhatura.

Available in consumer pack sizes of 50 g.

Panipuri Masala

Become a professional panipuriwalla with this do-it-yourself kit! After all, it

is the pani in the panipuri that does the magic.

Available in consumer pack sizes of 50 g.

Sambhar Masala

With just the right amount of spice and tanginess, Ramdev Sambhar Masala

will give any self respecting South Indian a run for his money. Serve it

piping hot to transform any South Indian speciality.

Available in consumer pack sizes of 50 g.

Chat Masala

A wonder formula of a sweet and sour blend, it is ideal to be sprinkled on

fresh and sweet fruit dishes or green salads. It is sure to add mischief to your

meal!

Available in consumer pack sizes of 50 g.

Compounded Asafoetida (Hing)

All the taste. All the fragrance. A judicious blend of the finest ingredients, it

enhances the flavour of dishes, pickles and sauces. But beware...a little bit

too much can make a big difference.

Available in consumer pack sizes of 25, 50 and 100 g.

Instant Mixes

If you think good food cannot come in a parcel, simply grab any of these

Ramdev Instant Mixes and experience the lingering taste of goodness.

Gota

Khaman

Dalwada

Dahiwada

Idli

Dhokla

Dhosa

Pizza

Gulab Jamun

Mathia

Fafda (Cholafali)

Gota

The flavor of the homeland. Made from chana dal with a dash of chilli and

spices, this traditional snack tickles your palate and fills your stomach. Add

chutney to add more pleasure.

Available in consumer pack size of 500 g.

Khaman

Soft to touch. Sweet to taste. This wonderful dish is characteristic of

Gujarati food. The steamed mix sprinkled with some boiling oil and water,

would be more inviting when topped with dry coconut powder and coriander

leaves.

Available in consumer pack size of 500 g.

Dalwada

The perfect bite for those who want it 'hot'. Made out of Mung dal, it is best

served with sliced onions and fried chilli.

Available in consumer pack size of 500 g.

Dahiwada

An uncompromising delicacy made from Udad dal and Mung dal. The wada,

after frying, is dipped in water which is then squeezed out. A pinch of chilli,

coriander cumin powder and salt with some curd poured over the wada

makes it complete and leaves you asking for more.

Available in consumer pack sizes of 500 g.

Idli

An all-time favorite of all South Indian palates. Made from rice and Udad

dal, Idli with coconut chutney or sambhar can make your day!

Available in consumer pack size of 500 g.

Dhokla

Easy-to-prepare, these diamond-shaped snacks are the very essence of

Gujarati cuisine. All you have to do is steam the mix and let it melt in your

mouth.

Available in consumer pack size of 500 g.

Dhosa

Long and crispy, the preparation time for this South Indian snack is very

short. A thin layer of the mix allowed to fry on a flat pan is ready to serve in

seconds. Just roll it when ready and taste the fun.

Available in consumer pack size of 500 g.

Pizza

A fast-food mainstay, Ramdev Pizzas are a lot more than 'ordinary food'.

Layered with fresh vegetables and freshly grated cheese it makes a

deliciously nutritious diet any time you want. Just in a few minutes.

Available in consumer pack size of 500 g.

Gulab Jamun

This popular Indian sweet is a treat to your taste buds. Prepared by mixing

maida & skimmed milk powder and fried in ghee, these delicate balls

floating in hot sugar syrup are indeed a mouthful!

Available in consumer pack size of 200 g.

Mathia

Spicy, crunchy, finger-licking tid-bits that are popular munchies in Gujarat.

Rolled from a dough of powdered math dal and udad dal mixed with spices

and deep-fried. Pop one into your mouth and you can never stop.

Available in consumer pack size of 500 g.

Fafda (Cholafali)

Savoury crispies popular in Gujarat for its ability to provide a delicious

contrast in taste. Fried strips of dough prepared from a dough of three dals

sprinkled with tangy masala. Served with sweet items like jalebi etc.

Available in consumer pack size of 500 g.

Product Range In International Market

Following are the products which are available in all markets outside India.

Basic Spices

Compounded Asafoetida & Blended

Spices (Garam Masalas)

Instant Mixes

Whole Spices

General Spices

Pulses

Food Grains

Herbal Products

Grocery - 1

Grocery - 2 (Branded / Unbranded)

Herbal Products (Other Brands)

Branded Products (Non-Edible)

Here is an exhaustive listing of quality products.

BASIC SPICES

Chilli Whole (Stalkless)

Chilli Crushed

Chilli Powder

Turmeric Whole

Turmeric Powder

Coriander Seeds (Green)

Coriander Powder

Coriander Cumin Powder

Available in consumer pack sizes of 100g, 200g, 400g, 500g, 1Kg., 1 Lb and

2 Lbs.

Here is an exhaustive listing of mouth-watering products.

COMPOUNDED ASAFOETIDA & BLENDED SPICES

Compounded Asafoetida Powder (Hing Powder)

Garam Masala Whole

Super Garam Masala Powder

Tea Masala Powder

PavBhaji Masala Powder

Chhole Masala Powder

Panipuri Masala Powder

Sambhar Masala Powder

Chat Masala powder

Curry Powder

Achar Masala

*** Compounded Asafoetida is available in consumer pack sizes of 25g,

50g, 100g in Plastic Containers.

*** Blended Spices (Garam Masalas) are available in 50g, 100g, 200g,

400g, 500g, 1Kg and 1 lb.

Here is an exhaustive listing of tasteful products.

INSTANT MIX

Gota

Khaman

Dalwada

Dahiwada

Idli

Dhokla

Dhosa

Pizza

Gulab Jamun

Mathia

Fafda (cholafali)

Instant Mixes are available in consumer pack sizes of 200 g., 500 g.

OTHER INSTANT MIXES

Adadia

Ladu

Lapsi (Fada)

Lapsi

Magaz

Other instant Mixes are available in consumer pack sizes of 1 kg., 2 lbs

Here is an exhaustive listing of carefully refined products.

WHOLE SPICES

Cumin Seeds

Mustard Seeds

Mustard Seeds (Sarsav)

Fenugreek Seeds

Ajowan Seeds

Sesame Seeds (Regular)

Sesame Seeds (White)

Sesame Seeds (Hulled)

Sesame Seeds (Brown/Black)

Whole Spices are available in consumer pack sizes of 100g, 200g, 400g,

500g, 1kg., 1Lb, 2 lbs.

Here is an exhaustive listing of mouth-watering products.

GENERAL SPICES

Anistar Whole

Anistar Powder

Bay leaves Whole

Bay leaves Powder

Cardamom (Black)

Cardamom Whole (Green)

Cardamom Granules (Green)

Cardamom Powder (Green)

Cardamom Whole (White)

Cinnamon Stick (Flat)

Cinnamon Stick (Round)

Cinnamon Powder

Cloves Whole

Cloves Powder

Coriander Crushed

Crushed Curry Leaves (Whole)

Crushed Curry Leaves (Powder)

Dagar Phool (Whole)

Dagar Phool (Powder)

Fenugreek crushed

Fenugreek powder

Ganthoda Whole

Ganthoda Powder

Ginger Whole

Ginger Powder

Kachri

Mace Whole

Mace Powder

Mint Leaves whole

Mint Leaves powder

Mustard crushed

Nutmeg Powder

Nutmeg Whole

Pepper Whole (Black)

Pepper crushed (Black)

Pepper powder (Black)

Pepper whole (White)

Pepper crushed (White)

Pepper powder (White)

Shah Jiru

General Spices are available in consumer pack sizes of 100g, 200g, 400g,

500g, 1 Kg, 1 Lb & 2 Lbs.

Here is an exhaustive listing of quality products.

FOOD GRAINS (Whole)

Bajari

Corn

Wheat

Jav

Juvar

Kodri

Ragi

Available in consumer pack sizes of 400g, 500g, 1kg, 2kg, 1 Lb and 2 Lbs.

Here is an exhaustive listing of quality products.

HERBAL PRODUCTS

Amla Powder

Anardana Seeds

Aritha Whole

Aritha Powder

Black Cumin Seeds

Dill Seeds (Salted Yellow)

Dill Seeds (Plain)

Harde (Whole)

Harde Powder

Himaz Whole

Himaz Powder

Kadu Powder

Kalonji Whole

Kamarkas Whole

Kanatu Powder

Lemon Peel Powder

Lindi Pepper Whole

Shikakai Beans

Sonamukhi Powder

Vavding Whole

Available in consumer pack sizes of 100g, 200g, 400g, 500g, 1 Lb.

Here is an exhaustive listing of quality products.

GROCERY – 1

Abil

Almonds

Amchur Whole

Amchur Powder

Apricots (Jardalu)

Asariyo (Halim)

Bajari Flour

Basil Leaves Whole (Tulsi)

Besan

Black Salt Powder

Cashewnuts

Chana Dalia (Split)

Chana Dalia (Whole)

Chana Mahabaleshwari

Chana Mahabaleshwari (Salted Yellow)

Chandan Wood Pieces

Chandan Wood Powder

Char Magaz

Charoli

Chilli Powder (White)

Citric Acid (Neemu ka Phool)

Coconut Whole

Coconut Powder

Coriander Leaves Whole

Corn Flour (Coarse)

Corn Flour (Fine)

Currants (Kali Draksh)

Date Dry

Date Pitted

Dhana Dal (Regular)

Dhana Dal (Yellow)

Dhoop Powder / Granules

Edible Gum

Falooda Sev

Fatkadi Whole

Fennel Seeds (Raw)

Fennel Seeds (Sugar Coated)

Fennel Seeds (Salted Yellow)

Gulal

Isabgol

Kamal Kakdi

Kasuri Methi (Whole)

Khicha Papad

Kokam Black (Lunawada)

Kokam Phool (White)

Kum Kum

Makhana Phool

Makhana Sweet (Chana)

Makhana Sweet (Peanut)

Makhana Sweet - Plain (Big)

Makhana Sweet - Plain (Small)

Mamra (Basmati)

Mamra (Kolhapuri)

Mamra (Regular)

Misri (Crystal Sakar)

Misri (Raw Sakar)

Moraiyo

Mukhwas Plain

Mukhwas Green

Mukhwas Gujarati

Mukhwas Red

Mukhwas Silver

Mukhwas-1

Mukhwas-2

Mukti

Mung Flour

Papad Kharo

Patasa

Peanut Salted (Skin)

Poha Corn

Poha Sabudana

Poha Nylon

Poha Medium

Poha Thick

Popping (Juwar)

Popping (Corn)

Poppy Seeds

Potato Wafers (Grill)

Potato Wafers (Plain)

Potato Wafers (Sali)

Panch Puran

Ragi Flour

Rajgira Whole

Rajgira Flour

Refined Flour (Maida)

Raisins (Red Draksh)

Rewadi

Rice Basmati

Rice Chakri

Rice Flour

Rice Boiled

Sabudana Whole

Saji Na Phool

Salt

Samo

Sesame Seeds (Salted Yellow)

Sesame Seeds (Sugar Coated)

Sindhav Powder

Sindoor

Singoda Whole

Singoda Flour

Soji (Coarse)

Spinach Whole (Palak)

Sugar - Big

Sugar - Medium

Sugar - Small

Sukhad Pieces

Sukhad Powder

Supari (Churo)

Supari (Flex)

Supari - Whole (Big)

Supari - Whole (Small)

Supari – 1

Supari - 2

Takmaria

Tamarind (Imli)

Toor Flour

Udad Flour

Vatana (Salted Yellow)

Wadi Chokha

Wadi Chora

Wadi Moong

Wadi Punjabi

Wadi Soya (Chunks)

Walnut Whole

Wheat Flour

Wheat Sev

Grocery Items are available in consumer pack sizes of 100g, 200g, 400g,

500g, 1 Kg, 2Kg, 1Lb and 2 Lbs.

Here is an exhaustive listing of quality products.

GROCERY - 2 (Branded / Unbranded)

Camphor

Apple Murabba

Biscuits Boost

Biscuits (Khari)

Biscuits Brittania

Biscuits Horlicks

Biscuits Parle

Bournvita

Chawanprash

Chikki (Peanuts)

Chikki (Sesame)

Chikki (Chana)

China Grass

Chum-Chum

Chuno (Big)

Chuno (Small)

Coconut Oil

Coffee

Corn Oil

Custard Powder

Dalda Ghee

Dehydrated Vegetable

Divate (Cotton Wicks)

Drumstick (Sargvani Sing)

Eno Fruit Salt

Essence

Fatafat Candy

Food Color

Garlic Flakes

Garlic (Granules)

Garlic (Powder)

Garlic (Whole)

Glucose Powder

Groundnut Oil

Horlicks

Jaggery (Gur)

Jam

Janoi

Katho Paste

Katho Powder

Katho Whole

Kelvert Syrup

Lijjat Papad

Maggi Noodles

Maggi Sauce

Maggi Soup

Mango Papad

Milk Powder Skimmed

Milk Powder Whole

Mustard Oil

Namkin

Neem Toothpaste

Nestle Kulfi Mix

Noor Soup

Onion Flakes

Onion Powder

Pan Pasand Candy

Petha

Pickles

Ramkada (Colored)

Ramkada (Plain)

Rasogolla

Rice Sev

Sabudhana Chakri (Plain)

Sabudhana Papad (Color)

Sabudhana Papad (Plain)

Sabudhana Wafer (Color)

Sabudhana Wafer (Plain)

Sabudhana Wafer (Grill-Color)

Sabudhana Wafer (Grill-Plain)

Sabudhana - Potato Wafer (Color)

Sabudhana - Potato Wafer (Plain)

Saffron

Sesame Seeds Oil

Sunflower Oil

Tea (Manekchand)

Telephone Isabgol

Toast

Vermicelli - Plain

Vermicelli – Roasted

Vicco Toothpaste

Vicco Toothpowder

Note: (1) Exported in original packaging & cartons of respective suppliers.

         (2) Inquiries are solicited for other brands available in Domestic /

Indian Market.

Here is an exhaustive listing of quality products.

HERBAL PRODUCTS (Other Brands)

Amla Murabba

Amla Pudi

Ashwagandha Powder

Balm

Batrishu (Katlu)

Castor Oil

Clove Oil

Dabur Hajmola

Dharasana Malish Oil

Gokharu

Gripe Water

Gulkand

Hamdard Joshanda

Hamdard Safi

Havaban Harde

Honey

Kayam Churna

Kevda Water

Mahasudarshan Churan

Mahendi (Black)

Mahendi (Regular)

Rose Water

SandalWood Oil

Satawari Powder

Shikakai Powder

Shilajit

Sitopaladi Churna

Somva 34

Triphala Churna

Zandu Bal Chamcho

Zandu Bal Guti

Note: (1) Exported in original packaging & cartons of respective suppliers.

         (2) Inquiries are solicited for other brands available in Domestic /

Indian market.

Here is an exhaustive listing of quality products.

PULSES

Chana Dal

Chana Whole (Black)

Chana Whole (Green)

Chana Whole (Regular)

Chora Dal

Chora Whole

Kabuli Chana - Big

Kabuli Chana - Small

Masur Dal

Masur Whole

Moong Dal- Big

Moong Dal- Small

Moond Dal - Big (Without Skin)

Moong Dal - Small (Without Skin)

Moong Whole - Big

Moong Whole - Small

Muth Dal

Muth whole

Rajma Whole - Big (Red Kidney beans)

Rajma Whole - Small (Red Kidney Beans)

Toor Dal Oily (madhi)

Toor Dal (Without Oil)

Toor Whole

Udad Dal (Without Skin)

Udad Dal (With Skin)

Udad Whole (Black)

Val Dal - Big

Val Dal - Small

Val Dal Whole - Big

Val Dal Whole - Small (Ranguni)

Valore Dal

Valore Whole

Vatana Dal

Vatana Whole (Green)

Vatana Whole (Yellow)

Available in consumer pack sizes of 1kg, 2kg, 2lbs, 4 lbs

MANUFACTURING PROCESS AT RAMDEV

Besides state-of-the-art technology and the finest machinery, we have under

our belt, a wealth of experience in producing and processing spices and food

products, both for Indian and global markets.

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

match the best manufacturing processes and standards in the industry. A

special technique of Fumigation has been employed to improve the quality

of the product and increase its shelf life. The unit has a cleaning and

processing capacity of more than 60,000kg.perday.

An in-house Research & Development Laboratory, works in line with a

standard set of research methodologies adopted by research institutes of

repute in India and abroad to carry out analysis of various products. Apart

from the combined effort of our team of professionals in ensuring consumer

satisfaction, we have established a Sensory Evaluation Division and a

Trained Panel in our Quality Control Lab for consumer acceptance of

products.

PRODUCTION LINE 1 (SPICE POWDER)

Proportioning and Testing

Cleaning and Drying

Grinding

Agmark Test

Packing

Chill Powder:

The red chilies are first fed into a grinding cum pulverizing machine. Castor

oil is added in small quantities and is mixed gradually. The grounding of

chilly powder is done in a totally enclosed environment. The ground chilli

powder is checked for its quality. There after it is sent to the pouch making

department for packing and dispatch.

Turmeric Powder:

Raw turmeric is in the form of lumps. These lumps are ground in a special

Grinding-cum-pulverizing machine which has built in cycle separator and

bagfilters to avoid product loss. Turmeric being a very light powder this

section is also in a completely enclosed area.

Coriander Powder:

Production system of coriander powder is almost similar to chilli powder.

PRODUCTION LINE 2 (premium Masala)

Proportioning and Testing

Cleaning and Drying

Grinding

Packing

The main ingredients in premium masala are ginger, fenugreek, clove, black

pepper, cardamom, nut-meg, trifla, fennel, cumin, etc. These various

ingredients are mixed together in small quantities in a required proportion.

The blending material is roasted and baked in an open jacketed vessel using

thermic fluid heating systeam and electricity. The roasted mixture is allowed

to cool and then ground in a pulverizer. The pulverized material is then put

through a sieve before being sent for packing.

PRODUCT LINE 3 (Instant Mix)

Room Fumigation

Cleaning

Grinding

Mixing

Vacuum Fumigation

Packing

The various raw material like grain, pulses, etc. required for instant foods are

stored in a Nitrogen rich atmosphere for fumigation. The grains and pulses

are then grounded in a small roller flour mill and then are put through a

sieve. Thereafter other ingredients like salt, sugar, sodabicarb, citric acid etc.

are added in small quantities as per the requirements. The blended material

is roasted and baked in an open jacketed vessel using fluid heating system

and electricity. The material is blended with the help of the blender.

The material thus prepared is stored in a chamber with Nitrogen gas. This is

later packed in pouches for dispatch.

PRODUCT LINE 4 (Hing )

Dissolution of “Hing Ras” in water

Drying by Owen

Grinding & Mixing of Edible Starches

Drying by Owen

Agmark Test

Packing & Wrapping by hot shrink machine

The technique for the preparation of good quality compounded Asafoetida

has been standardize. So as to provide retention of flavour, characterization

and layer shelf life.

To manufacturing Asafoetida the paste mass is soaked in required quantities

of water. The other ingredients (wheat & rice powder) are mixed in required

production in a mixer, to which the slurry of soaked Asafoetida is added and

mixed well. The compounded Asfoetida produced in a mill and then packed

as such or after tableting.

The plant & equipment used in manufacturing Asafoetida are:

Mixer

Milling unit

Tableting Machine

The basic raw material is imported mainly from Iran & Afganisthan &

processed into powder & tablet form.

Hierarchy in production department:

Production Dept.

Purchase Manager Production Manager

Assistant Purchase Manager Supervisor

(Dept. wise & Shift wise-

2 Shifts)

Workers

Role of production manager

The role of production manager at Ramdev is as follows.

The production manager is supposed to look after the production

process and production scheduling to the market requirement.

Previously production and the purchase manager were the same but

now considering the increased requirement, those posts are separated.

He is also supposed to look after the maintenance of the different

registers like inventory register, production book, etc at the factory

Other important points

Requirements of power 500KV and GEB is able to supply 475KV.

No steam and water is required.

The packing is done in two ways. One is manual and the other is on

machine. Small packs are always packed on machine and big packs of

1 kg are done manually due to its weight. Sometimes when demand >

capacity of the machine especially during season then also packing is

done manually.

The raw material purchase is always of highest quality and is tested

even grinding.

Family members are involved at each stage of production process at

Ramdev to insure good quality.

There is a replacement department at factory, while handles all the

formalities related with the replacement.

There is special Research and Development department facility in

order to see the follow up Agmark requirement the department is

responsible for the consistency in the quality of the product.

Machines are depreciated in straight line which were previously

depreciated by written down method because of accounting problem.

Personal management though is a support activity can become very crucial

for an efficient working

of an organization. The practices followed at RAMDEV can be discussed

under the following heads.

MANPOWER PLANNING

At Ramdev there is no formal manpower forecasting procedure. The

induction is entirely need based

and so as and when need arises persons are recruited. The need is identified

by different department

heads that in turn report to personal manager about the felt need. So that we

can say that formal fore-

casting procedure are not in place.

The reason behind need based recruitment can also be traced out in the

objective of the manpower

planning as defined by Sr. Mgr. (HRD) is that

“Employees should have a sufficient job – a specified.”

The recessionary period has forced RAMDEV to stop further recruitment

especially at senior levels.

Sales staff has reduced by 30 - 35 people and replacement has not been

attempted.

At RAMDEV manpower audit is done to monitor no. of workers or

employees at each position. This

includes Sales Representative (SR) under each Sales Supervisor (SS), no. of

personal in service, no. of

unfilled position, no. of leavers, no. of recruits, no. of promote and no. of

absentees. This is evident from the organizational chart given in the

appendix.

The vacancies allow personal manager to decide about replacement or

otherwise. The no. of absentees

help them to check absenteeism and take necessary steps. This issue will be

detail later in this chapter.

The manpower audit system is efficient at RAMDEV, which help personal

manager to sufficient monitor and control manpower.

RECRUITMENT AND SELECTION

As mentioned earlier that manpower policy is entirely need based. And any

need felt by the department head is communicated to the personnel head

who

tries to source and help in identifying and choosing right candidate.

3 Sources of Recruitment

1. Through Advertisement

The vacancy is advertised in newspapers. This is common source both for

Sales Representative and for manager level recruitment. The job description,

age limit, qualification, expected salary, is mentioned in the advertisement.

The advertisement is generally published in the local newspaper where the

branch is situated and requires new employees to be recruited. The through

mention of the job requirement reduce the possibility of unqualified people

to be selected. Though this source is used for all level recruitment, still it is

mostly used for Sales Representative post. The sourcing through

advertisement in newspaper is also important owing to the fact that the

organization is relatively new and it is difficult to find experienced persons

in-house to fill the vacancies occurring at managerial level.

2. Present Employees

Present employees are an important source of filling vacancies. This

source offers many advantages like higher motivation, less training needs,

Less administration for interview, etc. It is even more important at

RAMDEV because this is only major motivational contributor apart from

monetary towards.

But according to the personnel manager it is difficult to find managers for

new openings from in-house because most of the employees are hardly 4 –

5 years old. But still at RAMDEV preference for recruitment is from in-

house only.

3. Word of Mouth

By world of mouth we mean sourcing from acquaintance of present

employees. This source is the major one at RAMDEV and applicants from

this source are given preference also. Generally this source is used for

peons and clerks. This is cost advantage and it is also suitable for this cadre

of posts.

4. Contracts for Factory Workers

RAMDEV gets its factory workers from contractors only. And this is the

main reason that there is no strikes or lockouts in the factory, according to

the Personnel Manager. There is no union at factory because contractors

are fully responsible for providing the workers with temporary and

permanent employees. They are also responsible for the absenteeism

problems.

5. Other Sources

Others sources like campus recruitment, consultants, employment

exchange and agencies have never been used for variety of reasons. And

according to HR manager, RANDEV is doing well with present sources

and there is no need to bother about other sources.

Selection Method

In case of outsourcing of recruits, the following method is used. (Except

for sales representative, peons and factory workers).

The application is prepared according to job specification of the

post. The aspirants will apply for the post and on that basis they

are scrutinized for the preliminary call.

Then calls are send to aspirants. The interview is taken by the to be

immediate superior. In case of manager level recruitment a special

committee is formed comprising Personnel Manager, General Manager

Finance and the concerned department head. This committee choose the

candidate after interview. In case of sales representative the decision is

passed to the Personnel Manager for approval.

After interview merit cum waiting list of selected employees is

prepared. In case one doesn’t join the job next candidate can be given

chance.

At manager level recruitment the candidate after being selected by the

Committee, he is sent to the Managing Director for the final interview.

He is selected only if the M.D. approves such a candidate.

TRAINING

Job fit is important performance on the job. It is also source of motivation.

Every job ahs its unique requirement. Choosing a suitable candidate is just

The first step in fulfilling the job requirement. Training is important togive

insight about the intricacies of the job and matching the skills with job

requirement.

At RAMDEV only fresh candidate are given training and there is no

Developmental training for those who have been promoted. Any training

required for developing particular skills for requirement of the job is

imparted out of the organization by suitable organization involved in

inculcation of particular skill in trainees. No training system is there for the

manager level employee except that there is a acclimatization system

included in induction procedure where the new recruits are taken all over

the organization to make them familiar with different persons in the

organization.

The following is the broad area of training imparted to employees at

RAMDEV.

Training in company policy and procedure (Induction Training) only

toPersons from and above cadre of sales representative.

Training in particular skill only to check level staff e.g. in typing,

reception work, computer training etc. this training is mostly carried

outside the premises of RAMDEV.

Management development programmed is also carried at RAMDEV

as itis a member of Ahmedabad Management Association. RAMDEV

takesactive parts in the programs organized by this institution.

RAMDEV does not have any employee development in place to

enhance intellectual and emotional abilities needed to handle greater

responsibility through formal or informal means, which is one of the

limitations of theHuman Resources Management at RAMDEV.

PERFORMANCE APPRISAL

Performance appraisal is a systematic evaluation of personnel by

supervisors or other familiar with their performance because employers

are interested in knowing about employees’ performance. Appraisal is

essential for making much administrative decision e.g. selection for

promotion, training, transfer, and wage & salary administration. Thus it is

a systematic and objective way of judging the relative worth or ability of

an employee in performance his task.

At RAMDEV performance appraisal is obviously very systematic

because of Its indication to refer persons from within the organization.

There are four different types of formal performance appraisal for

Sales Representative

Sales Supervisor / Area Sales Manager / Regional Sales Manager

Staff

Other persons in management

The assessment is done every six months and this assessment is used for

promotion as mentioned earlier.

RAMDEV uses rating scale method of performance appraisal wherein

immediateboss rates employee on different parameters. There are

different parameters fordifferent posts. Personnel manager prepares these

forms. The employee is thus

rated on the basis of his score. In the rating system different weightage is

givento different parameters. Maximum weightage is given to

performance in quantitativetargets achieved. There is 100 point

(Maximum) and using the formula based onweighted score, the actual

score of the employees is arrived.

The score thus arrived is the objective score of the candidate. Apart from

this education, experience, etc. is also considered for determining the

incrementsin wages and salaries promotion of the employee. There is a

six monthly review and increments are given every 1st April of the year.

For manager cadres and above candidates, rating system is different with

the inclusion of the concept of self-evaluation by the employee.

The appraisal forms are given in appendix, which also different

parameters that Are considered important for different jobs.

The appraisal system at RAMDEV is very good and is the source of

deciding about the employee’s increment and position in the environment

of the organization.

The biggest disadvantage in this system is that the supervisor or the

immediate

boss is the judge and many a times his bias may creep in his judgment.

Again as in

case of sales representatives, there are different supervisors judging the

individual

differently.

Feedback in subordinate is generally unpleasant for both supervisors and

subordinates.

The supervisors in this system require enough tact and insight to judge

the individual.

The performance appraisal forms are given in appendix and it also

indicates the

competencies required for different positions.

INTERNAL MOBILITY

This is one of the greatest non-monetary sources of motivation. This also

satisfies

organizational requirements vis-à-vis employee needs. Promotion is the

biggest

sources of internal mobility at RAMDEV as inter department transfers

are less common.

Promotion, which at RAMDEV is considered to be the best way to

satisfy individual

apart from increments, increases responsibility or status of an individual

at RAMDEV.

Promotion is yearly and is based on the performance appraisal system,

there are 14

cadre in the order of ascendancy. Please refer appendix for

organizational structure.

Clerk Senior Clerk Section Incharge Jr. Executive

Vice PresidentSenior Vice President

Many times it happens that due to promotion only status changes but job

specification remains the same.

The following are the main purpose of promotion at RAMDEV.

Recognition of job well done by the employee.

Source of motivation.

Device to retain and reward an employee for his years of service.

To give job satisfaction and to increase the morale.

To impress upon that opportunities are there at RAMDEV if they

perform well.

Bases of Promotion

As seen in the section on performance appraisal RAMDEV uses the

ExecutiveSr. ExecutiveManagerSr. Manager

Dy. GM General Manager Sr. GM

unique mix of both seniority and merit system in promotion. The

objective score of an individual is seen in relation to his experience

and education to judge employee and decide about his promotion.

Thus many of the demerits of these two systems are removed by

implementing a proper mix of the two.

The importance of seniority inculcates loyalty in employees. And the

merit

System provides the drive towards the creativity and excellence.

On making of promotion, the company announces increment of 1+0.5,

1+1 basis. The increment depends on the post where employee is

promoted

and transferred.

STUDY OF PROVIDENT FUND SCHEME

The provident fund scheme covers those company servants who have

worked for more than 10 years. In provident fund the contribution from

company is 12 % of the employees basic and the same from the employee’s

salary is also deducted. Thus in total 24 %, 8.33 % remains in government

treasure and the remaining 15.67 % of provident fund is paid at once after

retirement of employee and the 8.33 % remained in the government reassure

is paid in installments to the employee.

TURNOVER

The problem of turnover is not much seen in the factory or the office staff.

Turnover is there only in the field staff. It is about 28 % p.a. according to

HR manager, but it is because of the nature of the job and is highly

uncontrollable.

LEAVE ENCHASHMENT

Leave encasement is based on normal pay. There are not much provisions

regarding leave encashment, whatever leaves is there is encashed.

GRIEVANCE HANDLING PROCEDURE

There is no formal grievance handling process at RAMDEV. The grievance

handling at RAMDEV constitutes step by step procedure. Most of the

grievances occur in marketing and field staff. The grievance is put before

line executive of the department. If he fails to solve it successfully then

Personnel Manager takes the charge of the situation and tries to solve it.

Regarding Unionism in RAMDEV.

There is no union at RAMDEV. Workers are hired from contractors and any

grievance is the headache of contractor. Still if there is any problem with any

employee or worked at factory, it is solved by mutual understanding.

TIMEKEEPING

A muster roll is maintained which is kept with receptionist. Except for the

manager and above level employee, it is compulsory to sign in the muster.

The employee is supposed to fill reporting and departure time in the muster,

the office time at RAMDEV is 10 a.m. to 6 p.m.

The time keeping system helps the companies in leave management i.e. who

has utilized which types of leave during the year. This will help in the

calculation of leave encashment amount.

The dried, ungrounded and grounded spices are exported to different

countries. The major spices exported from India are pepper, cardamom

celery, cloves, nutmeg, saffron, fennel, cumin, etc. and other spices grown

largely for internal consumption. Ginger is almost exclusively consumed

internally in fresh green form. India’s spice export during April 1998-

January 1999 period reached Rs. 1232.32 crores during corresponding

period in the previous year.

The spice grinding industry requires attention, full support and nourishment

through modernization to produce quality products to satisfy the need to

international markets and to achieve recognition in global markets.

Other facts about spice exports:

Export of pepper constitutes large share in spice exports from India.

Export of Chilly was second largest share and this along with

Turmeric and Coriander constitutes sizable portion of spice export.

Export of value- added spices like curry powder and spice oleoresins

and other oils has moved up.

Export of Cumin, Fennel, and other seeds like Aniseeds, Ajowan has

remained low.

ABOUT PACKED SPICE INDUSTRY

Our mothers and grandmothers were generally making thick paste from

different spices in stone paste mortar with water and the paste was used in

preparation of vegetables and other food items to give special flavours. But

now the life has become very fast, families have become fragmented and

housewives have no time even for cooking due to socio-economic reasons.

They are becoming labor conscious and time saver and adaptable for ready-

to-use articles and ingredients. Spices, which are supposed to be added in

every preparation in morning hours for good taste and falvour the ground

spices have a very important role in saving time and labor during cooking

hours.

The commercial enterprise could realize the problem of housewives in using

the spices and started producing ground spices. They made available

different common ground spices in appropriate pack at reasonable rates

affordable to the common house ladies for ready to use them in preparation

of various kitchen and palatable food items.

MAJOR COMPETITORS

The major competitors are:

- Madhur

- Wonder

- Shree Ganesh

- Gajanand

- Bedshah

- Small units