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Chapter-1 Research Methodology



1.1 Problem Statement
 The project Study aims to conduct drive retail initiatives in Ahmedabad city, and to measure its impact on sales for Ramdev foods products Pvt. Ltd. The research is exploratory in nature and quantitative research tools to be used for data collection & analysis the data will be collected from the survey of the grocery retailers who sell Ramdev products.  How the Channel Sales management is working in Ramdev foods private ltd.  How does Proper Channel Sales management affect the sales?  How does channel design make any difference?  How availability and distribution network spices affects on its sales and satisfaction of retailers?  Effect of waiting time after ordering on the retailers as well as on sales?  How layers of distribution network affects on the availability and sales of the product?


Primary Research Objectives
 To identify service GAP areas  To measure availability of the Ramdev product portfolio & identify reasons for nonavailability and suggest ways to improve.

Secondary Research Objectives:
 To find out the Retailer’s preference and behavior in terms of selling and promotion of Ramdev products with reference to its distribution networks strength.  To identify the influence of dealer’s or big retailers in selling of Ramdev products over the end consumers.  To find out the reasons for not attaining in some products. (Like Ramdev Hing etc.) in accordance with the availability of other products instead of Ramdev spices and instant mix.


 Sampling: Sample Design: The sample design for this project was a non probability Sampling Design. Sample Size: 400 Grocery Retailers Qualified Sample: 335 Sample Unit: Owner of the retail grocery shop Sampling Method: Non-Probabilistic Convenience sampling for Respondents Sampling Unit Sample Geography: Grocery retailers of Ahmedabad city  Data Collection Source: Primary data: Primary Data was collected with the help of survey & questionnaires.1. magazines and web portals. Under the non probability Sampling Techniques.3 Method of Data collection We opted for a descriptive research type to achieve the above stated research objectives. Secondary data: The secondary data was collected through journal. 4 . judgmental Sampling method is to be implemented.

 Selecting product categories  Customer demographic segmentation  Sorting the questions in logical sequence  Selecting & Coding the responses Sub-objectives:  To study the impact of promotional activities on purchase behavior of buyers.  To study the brand loyalty of buyers. 1.4 Questionnaire Design The questionnaire has been design as per the concept of the questionnaire design. Following are the objective and sub objectives of the questionnaire: Objective: To study the availability of Ramdev products at different retail stores with reference to particular products.  To study the preference given to different brands of spices as per their age and income.1.  Ranking questions and preferential questions used in the questionnaire.  A copy of questionnaire is included in annexure at the end of the report.5 Data Analysis Methods  Hypothesis testing by Z test  Perceptual mapping  Charts 5 .

the unorganized sector which is a major chunk is kept out of the scope.  The product category scope is limited to the selected categories selected on the basis of availability.  The industry scope is limited to grocery retail sector & Private Labels only.  The geographic scope is limited to Ahmedabad city only.1.6 SCOPE OF THE RESEARCH The scope of the research is limited in the following directions.  The time scope is limited to 6 months which is the duration for the project 6 .

Chapter-2 Industry Overview 7 .

8 .

a pound of ginger was worth a sheep. Pepper. and Great Britain . It is also said that Indian spices and her famed products were the main lure for crusades and expeditions to the East. 9 .000 miles round trip. Portugal.Portugal. Vasco Da Gama too was searching for a new route to the spice lands of Asia. Today when spices cost so little. 24. The fame of Indian spices is older than the recorded history. the most valuable spice of all. Arabia and Egypt. Holland. Like Columbus.fought bloody sea-wars over the spice-producing colonies. It is believed that the Parthian wars were being fought by Rome largely to keep open the trade route to India. brocades. buying many expensive items amongst which spices were one. sailing ships were carrying Indian spices. and a sack of pepper was said to be worth a man`s life. that Christopher Columbus discovered the New World. Though there were the Dark Ages. These two ships brought back a cargo of spices and other products worth 60 times the cost of the said voyage. While Columbus failed to achieve the goal. Epicurean Rome was spending a fortune on Indian spices.1 Introduction to the Industry The Story of Indian spices is more than 7000 years old. perfumes and textile to Mesopotamia. Dhaka Muslin and cloth of gold. etc. France. was counted out in individual peppercorns. It was the lure of these that brought many seafarers to the shores of India. Spain. it seems unbelievable that they were once a royal luxury and those men were willing to risk their lives in quest of them. Centuries before Greece and Rome had been discovered. but there were rich people who had gold to exchange for pepper and cinnamon. Only two of the four ships survived to reach their homeport. For three centuries afterwards the nations of Western Europe . a pound of mace worth three sheep’s or half a cow.. In a two year. Long before Christian era. Da Gama`s successful voyage intensified an international power struggle for control over the spice trade.D. Da Gama succeeded. The spices of the East were valuable in those times. four tiny ships sailed southward from the port of Lisbon. It was in the year 1492 A. he took his ships around the continent of Africa to India and back to Lisbon. during these Middle Ages.2. silks. Five years later. under the guidance of Captain Vasco Da Gama. the Greek merchants thronged the markets of South India.

even with the high prices paid to the Indian middle men. not only to their countrymen back home. conquest and fierce naval rivalry. In India. Arabian traders got the rare and exotic spices of the Far East from local spice merchants. The people of those times used spices. Later. 10 . exploration. It was this combination of spices that century’s later British sailors spread throughout the world as curry powder. Many great Greek and Roman plays were translated in Arabic. Some spices were also used for preserving food like meat for a year or more without refrigeration. masking the taste of the otherwise tasteless food that was nutritious. cloves were used to preserve food without refrigeration. These traders of spices paid for the Art and Education for which Arabia became famous in the present day. to enhance or vary the flavors of their foods. It is still used to preserve some modern foods like Virginia ham. Cloves contain a chemical called eugenol that inhibits the growth of bacteria.By the year 1000 Arabians had conquered the Indus valley. ginger and turmeric make up the base of so many South Asian dishes. mustard and ground mustard were also found to have preservative qualities. In many ways the culture of Arabia loved studying and learning different things. but to Europe as well. Such was the importance of spices those days. what is now India. the fascinating history of spices is a story of adventure. Arabian traders were able to make good money supplying these spices. In the sixteenth century. but if un spices. so too were the geographic writings of Pliny and Ptolemy telling of the general location of the tabled Spice Islands. They brought the cumin and coriander that mixed with Indian pepper. as we do today. When spices were not available people went hungry because they could not preserve their foods to carry them over to the winter. Spices were also flavor disguisers. In nutshell. had to be thrown away.

saffron. 11 . aniseed.Broadly. The important minor spices grown in India are ajowan. chilies etc. turmeric. celery. coriander. comes under major category. ginger. vanilla etc. cumin. caraway. For example the spices like pepper. cardamom. onion. there are two main subdivisions of spices one being the major spices and the other is minor spices. dill seed. fenugreek.. garlic. fennel.

2%  Europe-25. Japan and West Asian countries. flavor and exquisite characteristics of Indian spices are well acclaimed the world over. $163 bn)  Asia -51.1%  North America-13.5%  Europe-22.4%  CIS and Baltics-2.9%  Other-4. India’s export Market F.3%  LAC-2. The aroma.Y. The wide range of 52 spices and its products in our export basket have impressed the discerning consumers. Indian spices are exported to more than 140 countries. These buyers have identified India as the destination for quality spices.7%  Africa-7. 2001 (U.5%  CIS and Baltics-1. 2008 (U. North America is the major buyer of Indian spices followed by EU.2 Exports of Indian Spices In last few decades India faced enormous growth in the exports of Indian spices in the world those exports includes branded and non-branded.3% India’s export Market F.S.S.1%  LAC-3.1%  North America-22.3% 12 . $ 44 bn)  Asia -38.7%  Africa-4.Y.9%  Other-0.2.

2. spices are 'any dried plant product used primarily for seasoning purposes. There are also references to Black Pepper in the Yajur Veda. they require such seasonings to be labeled differently than spices. cinnamon. The leaves and seeds of temperate-zone plants like basil and oregano were known as herbs. and spice blends. roots. herbs. Legally the Food and Drug Administration (FDA) still considers dehydrated vegetables as separate and distinct from spices. During the Vedic period. buds. At the time only tropical aromatics like pepper. seeds or stems of various aromatic plants and trees. fruit or flower parts. Department of Agriculture (USDA) follows similar rules as the FDA. Sama and Atharva. The history of Indian spices lies in the abundance & goodness that Mother Nature has blessed it with and made it so popular world wide.a close relation of Mustard and Turnip. even though still used in some circles.S. leafy herbs. wetlands. Today this classification has shifted somewhat. These are but few of the spices in the natural expanse of the subcontinent . marshy woodlands. information was primarily was handed down orally from generation to generations through the medium of hymns. and all other dehydrated vegetables are labeled separately by name. The earliest written record in India on Spices is the venerable Vedas . rich valleys.' This definition covers a wide range of plant and plant parts: tropical aromatics. and cloves were considered a spice. and the others .in the mountain.Yajurveda. According to the American Spice Trade Association (ASTA). tropical rain forests.3 Basics of Spices Spices are seasonings for food that come from the bark.' The U. green fields in a pollution-free. swamps. The term spice now generally includes a whole range of elements: spices. blends and dehydrated vegetables. Spice colorings and mustard must be labeled separate from spices. spice seeds. dehydrated vegetables. roots. riverines.such as the Rig Veda (around 6000 BC). 13 . & eco-friendly environment. Spices used for coloring like paprika and saffron are also labeled separately or as a 'spice coloring. The Rig Veda contains references to various spices such as horseradish . onion and garlic are listed as flavors.

4 Brief background of Spices Board: Spices Board was constituted on 26th February 1986 under the Spices Board Act 1986 (No. The regulatory functions of the Board include registration of spices exporters and licensing of dealers and auctioneers of cardamom. The mandate of the Board includes research and development of cardamom. production of organic spices. quality evaluation/improvement.5 Current scenario of export Indian spices are exported to more than 140 countries. The aroma. North America is the major buyer of Indian spices followed by EU. Japan and West Asian countries. The wide range of 52 spices and its products in our export basket have impressed the discerning consumers. flavor and exquisite characteristics of Indian spices are well acclaimed the world over. and development of spices in North East Region. These buyers have identified India as the destination for quality spices. 38 field offices and 4 research institutions functioning all over India. The Board has 35 regional offices. production and research of vanilla. 14 . 2.2. 10 of 1986) with the merger of the erstwhile Cardamom Board (1968) and Spices Export Promotion Council (1960). export promotion of spices and support for post harvest improvement of spices. regulation of cardamom trade.

blends. 32 spice brands have been registered with the Board. color extracts have got good demand in developed countries. Major value added products viz. curry powders/pastes.2. frozen spices. dehydrated spices. freeze dried spices. mixtures. 98 units have been established in-house laboratories and 35 units with ISO 9000. herbal spices and organic spices which have become the focus products in the international market.. 18 units accredited with HACCP certification. Value addition is the key. spices in brine. spice oils & oleoresins. of which 100 exporters contributes to the extent of 80% of exports. Recent additions to the list are vanilla.7 Different varieties of spices Products of spices like spice powders/curry mixtures. spice oils and oleoresins including mint oil and menthol crystal contribute nearly 50% of the total export earning. 2. 15 . Out of the 380 manufacturer exporters. spice powders.6 Current size of the Indian spice exporters Indian spice industry sector consists of 2100 registered exporters. More than 20 processing units have upgraded their technology to meet the international quality standards/buyers' requirements.

The reason being. nutrient management. In recent years. organic agriculture has gained considerable importance. But even today. due to which several farmers have begun practicing this traditional method of cultivation.1 What is organic cultivation? Organic Cultivation is a type of farming that does not involve usage of chemicals like chemical fertilizers and pesticides. but are unable to reap its benefits. numerous small farmers have been practicing organic farming.          Site selection Adaptability Seedbed preparation Seeding Fertilization Weed control Harvesting Storage Processing 2. organic cultivation is proven as the means to produce safe foodstuffs and preserve the environment. Major shift has been observed in the farming culture.2. The spices and other food stuffs produced from this type of farming are certainly without any harmful ingredients. have all ensured that there has been a sustained increase in the productivity & quality of the spices crops that are grown and harvested by us.8 Cultivation of spices Spice cultivation and production practices take in to account diverse aspects of Implementation of cutting-edge agro-techniques and cultivation methods. 16 .8.

Organic farming is crop production method that promotes environmental sustainability. there has been a trend towards the adoption of organic methods of cultivation.2. The various advantages of adopting organic cultivation are:         Producing healthy. While optimizing resource use. nutritious and high quality food Encouraging and enhancing biological cycles Enhancing the long-term fertility of soils Aids soil and water conservation Maintains the diversity of the gene pool Minimizes pollution from outdated agricultural practices Preserves and nurtures traditional knowledge in farming methods & seeds varieties Minimizes the negative impact of social and ecological impact of farming systems 17 . it ensures that the crops produced are nutritive.8. The use of organic cultivation and the use of natural fertilizers have become popular among cultivators around the world. healthy and pollution free.2 Organic Cultivation: With a rising demand in the world market for hygienic foods.

one being the organic fertilizers are carbon based compounds that increase the productivity of plants. The organic cultivation has various benefits over general cultivation.  Safe environment: Organic fertilizers are easily bio-degradable and do not cause environmental pollution. As a result. some of which are underlined below:  Non-toxic spices: By using organic fertilizers in our farming unit. 18 . heart stroke and skin disorders. Moreover. end-consumers who use these spices in their food items will be less prone to diseases such as cancer. On the contrary. the usage of chemical fertilizers can cause varying diseases in human beings and extinction of a number of plant.  Fertility of soil: Organic cultivation ensures that the farms remain fertile for years.8. animal and insect species. but chemical fertilizers contaminate land and water. the spices produced are free of harmful chemicals.2. Many facts are associated with this conclusion. the practice of general or inorganic farming has resulted in infertility of the land. as compared to those who consume the spices produced using chemical fertilizers. this type of cultivation is also considered to be better than the general cultivation. forcing many farmers to increase the chemical fertilizer inputs or leave farming. Besides being one of the traditional methods of farming.3 How is organic cultivation different from general Cultivation? Multitudes of benefits are associated with the organic cultivation.

UNCTAD/GAT. Worldwide. According to the ITC. Since spices form part of many medicines.2. more than 130 countries are engrossed in certified organic foods cultivation. Internationally.  World demand for organic foods The global demand for organically produced spices and other food products is growing rapidly in developed countries like Europe.8. This trend is exhibited from the world wide demand of the organic spices. 19 . food trends are changing with the increasing health concern.4 Trends of organic cultivation Organic Cultivation has become one of the popular methods of farming. As organic foods & spices are free from chemical contaminants. USA. a shift towards traditional / ethnic medicines is an essential factor contributing to the growth of organic cultivation. Initiatives taken by Spice Board of India for promoting the production and export of organic spices have widely affected the overall cultivation of the spices in India. out of which 100 are from Asia and Africa. Japan and Australia. in the recent times. the demand for organically produced spices is also increasing. the demand for these products is steadily increasing to a great extent.

20 . The research work is carried out at the Spices Board's Indian Cardamon Research Institute at ldukki district in Kerala. documentation. production guidelines. basic standards. inspection and certification related to production methods. It includes the organic concepts.2.8. Research programs on organic cultivation form the important part in spice production. principles.5 The Indian Initiative Spices Board India has prepared a comprehensive document on production of organic spices.

Chapter-3 Company Profile 21 .

turmeric and such other spices were grinded.Vision: The focus is to become number 1 in pure powder spices and asafetida (Hing) in India Mission: To set and maintain our own standard of quality spices and food products for consumers who value purity taste and health. • The History of globalization started when our forefathers started business 40 years back and gradually the business expanded by members of “Ramdev Family" by incorporating a Company "Ramdev Foods Products Pvt. Rambhai patel in 1963 as a flour mill in saraspur with other flours. chilly. • Ramdev food products ltd is a family owned business started by Mr. Rakesh A Patel & Chirag A Patel. • In 1989 the existing business was transferred into an incorporated company RAMDEV FOOD PRODUCTS PVT LTD • In the year 1992 " Ramdev Family" again expanded creating two new companies "Ramdev Masala" for Retail outlets & "Ramdev Exports" for international market under the solemnly guidance & supervision of Directors Shri Arvind R. History of Ramdev food products pvt ltd. Ltd. Up to 1998 the Company achieved the marvelous success under the chairman ship of Shri Arvind R. 22 . Patel. Patel." In 1989.

Their manufacturing unit is well equipped with the latest machinery and an excellent technology for manufacturing and processing of the products. • The company introduced a concept of polypack instead of loose masalas successfully launched instant mixes. there was no looking back & our global presence is marked in all the major developed countries as one of the Leading Indian Exporter of Spices. For more betterment we are under process to pursue ISO 22000 & BRC certification. business development. Instant Mixes & an array of Indian Food stuffs. and quality control. under the name & style of "Ramdev Exports". and packing to maintain quality standards. • The entire unit has been set up under the guidelines of trained CFTRI Food Technologists. • They are proud to boast of possessing hygienic machines for cleaning. pickles masala thereafter instant mixes etc. blended spices. 23 . Ever since then. product formulation. distribution and export management. first export consignment of Spices & Groceries was initialized. • Actively involved in production planning.• In 1992. which enables us to follow complete hygienic procedure while processing our products. • A visionary who initiated the tough task to set a distribution net work on foreign soils instead of exporting containers conventionally • The main reason behind their success can be attributed to the strong infrastructure. asafetida. They strives their best to meet the expectations of their international clients. Groceries . project management. grinding. Pulses. Ramdev are also been awarded with HACCP certificate. • 1991 expanded product range and diversified into related business of instant mix and convenient consumer packs that set a new trend in Indian spice market.

Chapter-4 Literature Review 24 .

he pointed out that productivity of Indian chilly has shown positive signs in recent years.2 percent. Indian share in global production range from 50 to 60 percent. Bangladesh. China and Peru are growing fast and Hungary shows a decline. cinnamon. the productivity recorded was 1685 and 1611 kg per hectare respectively. Trend experts Mintel reported that ethnic flavors are becoming the popular trend for ready-to-eat foods in USA and other leading countries. Products featuring turmeric.000 metric tones and production in major countries are growing at a compound annual growth rate (CAGR) of 5. the functional qualities will likely appeal to consumers. China. according to K Devender Reddy of ITC Guntur. and ginger may be reaching the store shelves next year.000 metric tones. In chillies the major producing countries are India. Production of major countries is growing at CAGR 5. World trade in chilies is put at 400.LITERATURE SURVEY NEW DELHI (Commodity Online): The global market for chilies is estimated at 400.During 2007 and 2008. The steady increase in productivity was on account of hybrids. Peru and China are dominating world paprika trade. 25 .” Mintel said in their 2010 Global Packaged Food predictions. However India is the only one source for hot chilies. Peru. “Since culinary herbs and spices show potential health benefits in scientific studies. The Indian productivity in Chilies has been showing positive signs showing rise from 1544 kg per hectare in 2005 to 1550 kg per hectare in 2009. In a report presented at the recent World Spice Congress.2 percent. KOCHI (Commodity Online): Sreekumar Raghavan India’s value added spices may get more acceptances in USA if trends from supermarkets and restaurants are any indication. Hungary and few others.

and menthol powder contributed 40% of the total export earnings for India in 2008-09. China (6%) and UK (5%).In the coming years. India’s spices exports mainly pepper would be more dependent on changing food consumption patterns in USA and other leading markets rather than just the production in Brazil or Vietnam. pepper 8% and turmeric 5%. Malaysia (7%). The leading among them are USA (21%). Chili contributed 20% followed by cumin 10%. As well as Indian spices are being recognized for its quality and trust that has been changed over a period of time. During the year 2008-09. Indian spices and spice products reached more than135 countries in world. Exports are increasing over a period of time. According to Spices Board. UAE (6%). menthol crystals. spice oils and oleoresins including mint products like mint oils. 26 .

27 .

Kurien said during the on-going Five Year Plan. 9 more spices parks would be set up in various states apart from the first one being set up in Idukki district of Kerala. Although the commerce ministry had announced the project almost a year back. India had exported value-added spices-based products worth Rs 2. The board will launch e-auction of cardamom by next July. this will be set in motion in the beginning of the next harvesting season. A vision document for the purpose in being prepared by a team of experts in the Spices Board and will be finalized in 3-4 months. According to the estimates of the board. Though the exact locations of the parks are yet to be finalized. Kurien said the emergence of Vietnam as a processing centre would not be a serious threat to India as the country’s major firms were more quality conscious. thus severely affecting exports.India to be world spices hub by 2017 India will be the world’s largest spices processing hub by 2017. 28 . the Spices Board chairman ruled out the possibility of extension of the export subsidy scheme for black pepper. one each will come up at Andhra Pradesh and Madhya Pradesh. according to V J Kurien. chairman. The testing of the new system is in full-swing. Domestic prices of the commodity have appreciated more than 100 per cent during the last 6-7 months. Meanwhile. Spices Board. Addressing a press conference here he said the board was making all efforts to achieve the goal within 10 years. More than 70 per cent of the world’s business in value-added spices products is also handled by India. the country is handling 44 per cent of world’s total spices business quantity wise.100 crore in 200607 which is a remarkable in history. Currently. and 35 per cent in value terms. and will be introduced at Bodinaykanoor in Tamil Nadu and later will be extended to other major cardamom auction centers.

Chapter-5 Product Classification 29 .

Methi. Botanical name: Capsicum arutescens Capsicum annum Family: Solanaceae Part used: Fruit Grades: The highly pungent "Sannam" & the mildly pungent 'mundu' chilies are internationally popular varieties. Piper. Andhra Pradesh has high colour value. However. Saffron. Description & distribution Chili is considered the most important contribution from America to the world of spices. today India is the foremost producer and exporter of chili. at least one spice is grown in abundance. and Fennel etc.No country in the world produces as many kinds of spices as India.5 million tones of different spices valued at approximately 3 billion US $. There are lots of spices which India exports to all over the world they are namely Chili. In almost all of the 25 states and seven union territories of India. 30 . India also offers 'gospurea chili'. coriander.from tropical to sub-tropical to temperate-almost all spices are grown in this country. Because of the varying climates . Byadgi chili grown in Dharwad district of Karnataka and Tomato chilies in Warangal. and holds the premier position in the world. At present. Chilies come as whole. oils and oleoresins. with or without stalks & with clipped stalks and fresh and dried capsicum and as powder. Turmeric. India produces around 2.

others flavorsome but not pungent. It is also used in beverages and in the preparation of medicines. It is also called as capsicum. sweet pepper. Orissa 8%. Chili comes in a wide range of shapes. 'Madras finger' and 'Erode finger' from Tamil Nadu. Karnataka 13%. pimento. Bangladesh. Chili is propagates by Seeds. Srilanka. sizes. color and degrees of pungency.the. 31 . paprika. Chili is grown in several parts of the world as a 'round . medium pungent. the Middle East and the Far East. cayenne pepper etc depending upon the manner in which it is prepared and used. Rajasthan 8%. West Bengal 5% & Gujarat 2%.year crop'.Chili is the dried fruit of an annual sub-herb. Maharashtra 6%. In India the major producer States are Andhra Pradesh 49% of the total production. Tamilnadu 6%. Botanical name: Curcuma longa Family: Zingiberaceae Part used: Rhizome Grades: The well accepted grades of Indian turmeric are 'Alleppey finger'. Harvesting Season: January – August Marketing Season: October – June Uses Chili forms an indispensable culinary spice in several parts of the world. Some varieties of chili are highly pungent. Turmeric is also exported in powder form and asoleoresins. red pepper. from (Kerala). Rajapore and Sangli turmeric from Maharashtra and Nizamabad bulb from Andhra Pradesh. Export: Indian chili is mainly exported to USA.

India is the world's largest producer of turmeric and accounts for nearly 90% of the world production. 2% each by Gujarat. Harvesting season: December to March Marketing season: February to May Botanical name: Coriandrum sativum Family: Apiaceae Part used: Leaf & Seed Grades: India exports coriander in the form of seeds. round in shape are called 'bulbs'. Tamil Nadu contributes an 18%. The propagation of turmeric is by rhizomes. peppery aroma. After harvest. Maharashtra and Kerala. With its inherent qualities. Karnataka 4%. west Bengal 4%. powder and essential oils. Orissa 7%.Description & distribution Turmeric. Turmeric is closely related to ginger and is sometimes called Indian saffron due to its brilliant yellow color. Turmeric is basically a tropical plant. Turmeric is characterized with a fragrant. dried and polished. It is slightly bitter in taste with a musky flavor. The primary rhizomes. boiled. 32 . the dried rhizome of a herbaceous perennial. the rhizomes are cleaned. is indigenous to Southeast Asia. while the thin. Andhra Pradesh ranks high with 57 % of the total Indian produce. long secondary rhizomes are 'fingers'. Indian turmeric is considered the best in the world.

18% from Madhya Pradesh. India contributes about 80% of the global supply. Harvesting Season: November to April Marketing Season: January to June 33 . It is a herb mentioned in the bible. It was used as a cure for facial spots during the middle age. Coriander is pleasantly aromatic and flavorful. with several branches and serrated leaves. The seeds are picked when the ripening is in progress and sun-dried. Coriander requires full exposure to sunlight. Coriander is the dried fruit of an annual herb. 63% of total Indian production comes from Rajasthan. Medium to heavy loamy soil. The small flowers yield green globular fruits.Description & distribution Coriander is of the Mediterranean. Coriander is a thriving crop in India with its quality enhanced by the organic cultivation followed by the Indian farmers. which turn yellowish brown when ripe. Coriander is now a major crop throughout the world. good drainage and well-distributed moisture are the other pre requisites for coriander. The Indian tropical climate is suitable for favors the cultivation of this crop. 4% from Orissa and 2% from Uttar Pradesh. 10% from Andhra Pradesh.

dehydrated. It is also used in several beverages. UK. India also offers green pepper in several processed forms . freeze dried and pepper in brine.Uses It is used as a condiment in curries. It is highly valued for its medicinal properties and for its use as a condiment. Sri Lanka and the Middle East. Singapore. liquors and perfumes.frozen. and in chutney as an appetiser. Malaysia. Botanical name: Piper nigrum Family: Piperaceae Part used: Fruit Seed Grades: Two of the most celebrated varieties of Indian black pepper are "Malabar Garbled" & "Tellicherry Extra Bold". 34 . Export Indian coriander is mainly exported to the USA. as fresh leaves for garnishing of curries.

Black pepper comes from whole fruit. The Union Territory of Pondicherry. Pepper is grown in the monsoon forests along the Malabar Coast in South India. The remaining is contributed by Karnataka and Tamil Nadu. Indigenous to India pepper is popularly known as the king of spices: From time immemorial India has always reigned supreme in the production & export of this most exotic and renowned spice in the world. green when unripe and then red. West Bengal. Meghalaya and Tripura have taken up Pepper cultivation. Pepper plant is a perennial climber with dark green leaves and spikes of white flowers.Description & distribution Pepper is one of the oldest and best-known spices in the world. Andaman & Nicobar Island. Andhra Pradesh. India contributes about 25-30 per cent of the world production. Orissa. about ½ cm in diameter. Harvesting Season: October – February 35 . of this Kerala accounts for over 96 percent. The peppercorn is a berry like drupe. A national environment combined with organic cultivation techniques make it some of the finest quality pepper found in the world. White pepper comes from ripe fruits with the endocarp separated after fomentation. Assam. picked just before they are completely ripe and dried.

Export Major importers of Indian Pepper are USA. It has high medicinal value. Canada. beverages and in the preparation of preservatives. 36 . It is used for pickles. Russia and European Countries. activates blood circulation and stimulates follicles.Uses Pepper is used widely in the preparations of various dishes ranging from the south Indian cuisine to the Western soups. seafood salads etc.. lightener and toner. An ingredient for skin and body care. it acts as an astringent.

Guntur-(Andhra redesh) Ginger Cochin.Kotta-(Rajasthan) . Nadiad. Virudhunagar-(Thamil Nadu) Davangore-(Karnataka). Nandyal-(Andhra Pradesh). Adoor. Jaipur. Jaunpur-(Uttar Pradesh) Cumin seed Unjha. Punalur. Thodupuzha. Thiruchirappilly. Tuticorin. Kovilpatti. Nizamabad. Jodhpur-(Rjasthan). Ramganj (Mandi) Baran. Alleppey. Bombay-(Maharashtra). Alwaye. Badagara. Thodupuzha-(Kerala). Palan. Varavakonda. Hathras. Adoor. Ramnad-(Tamil Nadu). Saklashpur. Medikeri. Cannanore. Erode-(Tamil Nadu). Patna-(Bihar). Kanjangad. Pala. Ariyalur. Calicut. Cumbum. Guntur(Andhra Pradesh). Mangalore(Karnataka). Thodupuzha. Nedumangad. Gorakhpur-(Uttar Predesh) 37 . Theni. Tellicherry-(Kerala) Turmeric Alleppey-(Kerala). Alleppey. Mercara. Cudappah.Major market for spices/spices products in India: Spices/Spice Products Spices Black Pepper Markets Cochin. Alwaye. Kasaragod-(Kerala). Visnagar-(Gujarat). Saharanpur-(Uttar Predesh) Guntur. Konni. Varanasi. Kisangarh Kokri(Rajasthan) Fennel seed Unjha. Mohsana. Varanasi. Virudhunagar. Thevaram. Calicut. Vijapur-(Gujarat). Pala. Pattiveerampatti-(Tamil Nadu) Chillies Virudhnagar. Sangi-(Maharashtra) Celery seed Coriander seed Amritsar-(Punjab). Moovattupuzha. Chalakudy. Sankarankoil. Nadiad-(Gujarat). Visnagar. Bombay-(Maharashtra) Cardamom Cochin. Tellicherry. Bodinayakkanur.

Ramganj-Mandi.Alleppey-(Kerala) Bombay-(Maharashtra). Poona. Hyderabad-(Andhra Pradesh). Jaunpur-(Uttar pradesh) Spice Products Curry powder Madras-(Tamil Nadu). Ahmedabad. Varanasi. Bhawani-Mandi. Ramganj-Mandi BhawaniMandi (Rajasthan). Jamnagar. Jaipur. Khjner (Madhya Predesh) Molerkotla-(Punjab). Patna-(Bihar). Visnagar-(Gujarat) Jaora. Mandhasaud-(Madhya Pradesh). Gulbarga-(Karnataka). Banglore-(Karnataka) 38 . Calcutta. Visnagar(Gujarath). Cochin-(Kerala). Nizamabad. Hapur-(Uttar Pradesh) Jodhpur. Nimach. Baran -(Rajasthan) Garlic Hassan.Indore. Bundi. Madras Madurai-(Tamil Nadu). Banglore-(Karnataka) Oils and Oleoresins Cochin. Varanasi.Fenugreek seed Unjha. Surat. Pipaliya. Idar. Bombay-(Maharashtra). Calcutta(West Bengal). Hubli. Nasik-(Maharashtra).Jampur.

Chapter-6 Analysis of the Questionnaire 39 .

Q-1 Taking into consideration brands of spices available in various grocery retail stores of Ahmedabad. 40 .

61. 270 and 127. • Out of 335 retailers 150 of them were having 15 gms packing of Ramdev chilli. 39 and 11. 83 and 44. 60. 105. 57. • From the data we can analysis that 90% of the retailers had the Ramdev as their brands in their stores for the weights of 100 gms. 57. • Kitchen Express is second most leading brand in all spices though Ramdev is leading but in some time Kitchen Express is able to get some more market with their strong Channel system and margin policy. For Spayran Masala it was 52. 287. 39 and 15. Kitchen Express. 48. 235 retailers had 50 gms packing. 149 had 35 gms packing of all three products. haldi powder and dhanajeera powder under various packaging from 15 Gms to 1 kg with reference to various brands like Ramdev. 35 gms. 320 had 100 gms packing. For Majethiya it was 47. 51. 63. 200 gms. 319 retailers had 200 gms packing of Ramdev products. Spyran. 303 had 500 gms packing and 153 retailers had 1 kg packing of the products of Ramdev Masala. • Wonder Masala. 100 gms. 500 gms and 1 kg retailers had 42. 114. 33 and 27. • In case of Everest for various weights 15 gms. 37. 41 . 110. 228. • 335 qualified samples which are being surveyed in the project study shows that Ramdev Masala is clearly leading in the spices industry in Ahmedabad in organized retail.• From the graph above we can interpret product availability of chilli powder. 49. 36. 60. Majethiya and Wonder Masala in grocery retail stores. 50 and 16. 110. Badshah. 200 gms and 500 gms. For Wonder Masala it was 107. haldi and dhanajeera. 108. For Kitchen Express it was 116. 34. 49. Everest. into that Wonder Masala is having a good market share with their small packing sizes in all chilli. Haldi and Dhanajeera. 39. 50 gms. 279. For Badshah it was 49. 51. Spayran Masala and Majethiya are having very low market share but their presence and availability was more found in small packing sizes. 52.

From the research we may find that there is a huge potential in small sizes of blended spices, there is a huge market of Unorganized and non-Branded spices particularly in Gujarat market.

In most of the stores it was found that Ramdev was available product it was equally preferred by customers and retailers and product availed by retailers in sizes of 100 gms, 200 gms and 500 gms.

In most of the stores 1 kg of packing sizes is not ordered as frequently by all retailers as compared to other packing as customers prefer to buy either of 100 gms, 200 gms and 500 gms.

It is clearly showing that other brands are striving for their presence in the market Ramdev is having a very good brand name as compare to all and it also shows their strong channel distribution.


Q-2 Brands of spices do preferred by consumers



2% Ramdev 46% Everest Kitchen Badshah


Wonder Spyran 14%


From the data above we can see that Ramdev is being preferred by 46% of consumers, Everest was preferred by 14% where as Kitchen Express was preferred by 24%where others Badshah, Wonder Masala and Spayran Masala were 8%, 6% and 2%

From the pilot study we derive that out of seven six brands were highly preferred by consumers.

Out of all six Ramdev is highly preferred by consumers, in case of popularity for spices like chili, Haldi and Dhanajeera powder, as well as Ramdev is far ahead of others.

Second leading brand again is Kitchen Express, though it has not been favored by consumers as high as Ramdev but their market is increasing and it can be a big threat for the market of share of Ramdev.

Nationwide famous brands like Everest and Badshah are not able to survive in blended spices market, though their share is quiet good in Garam Masalas.

Everest is third most brand preferred by consumers, and it has a good impact over the consumers minds.


Ramdev Preference of the people as far as Ramdev is concern it can be inffered clearly from the above graph that Ramdev is most preferred by almost majority of Retailers to sell in almost all areas of ahmedabad and the people who does not have perference towards Ramdev are almost in negligible count.Q-3 Consumers ratings towards various brands. 45 . weighted average mean also supports the graph it is 4.59 out of 5.

46 .34 for everest which is infered from the above graph. by almost majority of Retailers to sell in almost all areas of ahmedabad and the people who have strong perference towards Everest are almost in negligible count. weighted average mean is 3.Everest Preference of the people as far as Everest is concern it can be inffered clearly from the above graph that Everest is second and third most preferred after Ramdev and Kitchen Express.

Spayaran Analyzing the preference of people as far as Spayran Masala is concern it can be inffered clearly from the above graph that spayaran is having mixed preference in the minds of the Retailers as well as in the minds of the consumers as its graph is scattered into all the option from Most preferred till Not preferred.75 which is not very favourable by consumers. 47 .In the above study it came in notice that Spayran Masala is not much known by the consumers so not stored by the retailers compared to the stock of Ramdev stored by them. weighted average mean is 2.

weighted average mean is 4.Kitchen As mentioned above Kitchen Express is having preference in some parts of the Ahmedabad which is equivalent to Ramdev or even more then Ramdev in some parts of the Ahmedabad it can be clearly inferred from the graph that Kitchen Express is having Strong preference in East 2 part of the Ahmedabad and also it is having second leading reference group after Ramdev. 48 .08 which is 2nd best after Ramdev.

It is clearly visible in the graph that it is third most preferred brand and it also have group of audience who does not prefer this brand or some what have less preference towards the brand.Badshah Taking into consideration Badshah’s preference in the minds of the target audience of the scope of research it is the brand which is holding third position after Ramdev and Kitchen Express.94 which shows that it is not very preferable by consumers. weighted average mean is 2. 49 .

It is due to its small packing only the above graph is more skewed towards third most preferred brand but in actual as mentioned above Badshah is third most preferred brand in Regular packing sizes.44 which indicate that majethiya is least preferred brand.Majethiya Majethiya is the brand which is only preferred by the consumers in the small packing size and as far as its preference towards the regular packing is concern it is not known to most of the consumers. 50 . weighted average mean is 2.

70 which indicates that brand is not much preferred. But like Kitchen Express it also has strong reference group of people in some parts of Ahmedabad that is the reason that around 32% of people have rated it as third most preferred brand as shown in above graph. 51 . weighted average mean is 2.Wonder Now analyzing Wonder Masala it holds around 43% of the audience who rate Wonder Masala in least preferred and less preferred so it can be clearly inferred from the above graph that it has less preference of consumer.

It can be clearly interpreted that most of the retailers has weekly purchase cycle followed by fortnightly. While analyzing the purchase cycle of the retailers for the above mentioned brands it is observed that the channel of sales in the field of spices is quite uniform in all the cases of the above mentioned brands. Monthly and Quarterly respectively. 52 .Q-4 Frequency of ordering.

44 which shows that chili powder gives the highest satisfaction in all products of Ramdev. Chili Powder Taking into consideration the satisfaction level of Ramdev chili powder is considerably very high compared to other products of Ramdev the above graph clearly signifies that more that half of the total target group has greater amount of satisfaction level towards Ramdev chili powder and also the people not satisfied with Ramdev chili powder are in considerably negligible amount as per the above graph.Q-5 Rating of retailers on the availability. weighted average mean is 4. 53 .

54 . it is no doubt about that the people are highly satisfied by the same and also the graph is more favorable towards the high amount of satisfaction in minds of people towards Ramdev turmeric powder.06 it shows that consumers are also very highly satisfied of turmeric powder.Turmeric Powder Considering the satisfaction level of turmeric powder of Ramdev in the target group of the scope of research. weighted average mean is 4.

Dhanajeera Ramdev dhanajeera has its graph in quite typical format it is scatter in such a way that most of the responses of the consumers are equally distributed in highly satisfied.03 which indicates high satisfaction level. weighted average mean is 4. satisfied and neutral and the group which is not in favorable satisfaction towards the same are in small number. 55 . It can be inferred from the graph that the above product is in stuck in the middle position.

56 .Hing Considering the satisfaction level Ramdev hing it is clear from the above graph that most of the interviewed audience is highly satisfied from the product and the people dissatisfied from the product is negligible in number. weighted average mean is 4.12 which means that consumers are very happy with the product.

57 .6. weighted average mean is 2. Price Analyzing Ramdev on the parameter of its price it does not hold such a strong position in minds of people as it is preferred by the people. Rating of Ramdev spices on various parameters.95 which means that somehow people are not very happy with price in comparison to other parameters of Ramdev. from the graph it can be interpreted that price of Ramdev is not as pleasing to people as compared to its quality is.

47 which indicates that people give maximum emphasis on quality. weighted average mean is 4. 58 .Quality As mentioned above it is clearly seen in the graph that the Quality of Ramdev holds the pleasing image in the minds of people as around 90% of the people are satisfied with the quality that Ramdev offers in its product range from chili powder to turmeric powder.

satisfied and neutral and the group which is not in favorable satisfaction towards the same are in small number.07 which means there is scope to add some product variants like Salt. Besan etc. weighted average mean is 3. It can be inferred from the graph that Ramdev has to work on its variants offered to Consumers.Product Variants Ramdev product variants has its graph in quite typical format it is scatter in such a way that most of the responses of the consumers are equally distributed in highly satisfied. 59 .

Promotion scheme Ramdev promotional schemes has its graph in typical format as it is scatter in such a way that most of the responses of the consumers are equally distributed in highly satisfied. satisfied and neutral and the group which is not in favorable satisfaction towards the same are in small number. 60 . It can be inferred from the graph that Ramdev has to work on its promotional schemes to shift the above graph into most preferred by the consumers. weighted average mean is 2.89 which indicates that promotion schemes doesn’t affect buying behavior of consumers to the extent company anticipates.

weighted average mean is 4.Brand Name Considering the brand name of Ramdev it is clear from the graph as well as the above responses on different parameters that Ramdev is holding good brand name in minds of consumers due to its quality and availability offered to the consumers as well as to the retailers. 61 .11 which indicates association of consumers with brand name is very strong. Ramdev has its brand recall in top of minds of consumers as noticed by the researchers while undergoing the study.

7. 62 . of Distributors in their area It can be clearly noticed from the above graph that Ramdev has sufficient amount of distributors as required by the retailers that is around 0-2 distributors per area. No.

weighted average mean is 2.91 which supports the data in above graph. Ramdev can to gain strong correlation between retailers and distributors by liberalizing its credit policy up to an extent. Satisfaction level towards their distributors policies. 63 . Payment Distributors policy is not at all pleasing to the retailers as credit time given by distributors to retailers purely depend upon there relation as well as on the sales done by the retailers in particular time.8.

Replacement Replacement policy is also not at all pleasing to the retailers. weighted average mean is 1. Ramdev can to gain strong correlation between retailers and distributors by modifying its replacement policy up to an extent to satisfy its distributors and also the retailers. as replacement policy is not designed as per the requirements and expectations of the retailers as well as distributors. 64 .95 which supports the analysis done from the graph.

14 out of 5 which clearly shows that exchange policy needs to be reconsidered by Ramdev. 65 . its exchange policy clearly reflects its monopolistic attitude towards its distributors and retailers. current weighted average mean is 2.Exchange Same applies to its exchange policy as it is also not at all pleasing to the retailers. as exchange policy is not designed as per the requirements and expectations of the retailers as well as distributors.

75 as Ramdev needs to compromise with their pricing policy. weighted average mean is 2. 66 . its graph scattered in such a way that most of the responses of the consumers are equally distributed in highly satisfied. It can be inferred from the graph that Ramdev has to work on its promotional schemes to shift the above graph into most preferred by the consumers.Promotion Ramdev promotional schemes includes limited steps as only in a year for one or two times promotional steps are undertaken with reference to its distributors. satisfied and neutral and the group which is not in favorable satisfaction towards the same are in small number.

weighted average mean is 2.Credit Policy Credit policy is not at all pleasing to the retailers as credit time given by distributors to retailers purely depend upon there relation as well as on the sales done by the retailers in particular time. 67 .07 which indicates that Ramdev does not give a longer credit period compared to its competitors.

So Ramdev can improve its sales person assistance and gain retailers satisfaction. Assistance of Sales person of Ramdev Assistance of sales persons of Ramdev reflects its monopolistic attitude towards its distributors as most of the responses of the retailers falls in not satisfied criteria.9. weighted average mean is 2.95 which shows that sales person do not support a great deal as Ramdev has a well established brand name. 68 .

When asked about the brand name as a important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “yes”. Factor which plays an important role in achieving sales. 69 .10.

Price When asked about the price of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “no” and stressed on the quality instead of price. 70 .

71 .Availability When asked about the availability of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “yes”. Ramdev in terms of availability was noticed to be having strong distribution network and a good brand recall.

72 .Loyalty When asked about the loyalty of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “yes” and it was noticed by the researchers while undergoing the study that “loyalty” plays very important role in building up such market share as Ramdev has.

Quality When asked about the quality of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “yes” and stressed on the quality instead of price. 73 .

Packaging When asked about the packaging of the product playing as an important factor affecting the sales of the product it was noticed that most of the respondents answer tends to “no” and stressed on the quality and brand name instead of packaging. 74 .

Handvo. Methi Masalo. Dhokla etc. Chai Masala and Various Range of Garam Masalas by Ramdev. 75 . Which other products consumers buy along with the Spices. Pickles.  Apart from Instant mixes consumers also buys Hing.  Though it depends on the skills of retailers but consumers are buying various products along with shopping at once  Along with the Blended spices consumers mostly preferred item is Instant mixes of their own brand in which consumers more buys Gulabjamun.11.

100 35 gms Weekly Monthly 19 0 50 gms 37 0 0 0 gms 30 22 0 0 200 gms 3 49 7 0 250 gms 0 27 2 0 400 gms 0 33 35 18 1 kg 0 10 23 20 Quarterly 0 Annually 0 76 . Frequency and in which quantity consumers prefer.12.

77 .

• There are consumer who buys Ramdev spices for annually storage and they prefer packing size of 1 kg. • In case of Quarterly purchase consumer give more emphasis on 400 gms pack. though there are certain number of consumers who buys in 1 kg packing sizes as well.From the data above we can infer that demand for particular packaging varies from the time duration of their purchasing. • In case of weekly which consumers prefer 50 gms and 100 gms packaging size more as compare to other sizes. 78 . • For monthly purchases consumers prefer 200 gms to 400 gms of packing sizes as per their requirements in their family sizes.

Chapter-7 Hypothesis Testing 79 .

0% 0 .0% 335 100.0% Missing N 0 Percent .0% 80 .0% * 335 100.0% * 335 Percent 100.0% 335 100.0% Case Processing Summary Cases Valid N brandofspicesprefered chillipowder brandofspicesprefered Turmericpowder brandofspicesprefered Dhanajeera brandofspicesprefered * Hing 335 100.0% * 335 100.0% 0 .0% 335 100.0% 0 .0% 0 .0% * 335 100.0% Missing N 0 Percent .0% 335 100.0% * 335 Percent 100.0% Total N 335 Percent 100.0% 335 100.0% 0 .Hypothesis Testing and Correlation between brand choose by consumers and product availability Case Processing Summary Cases Valid N brandofspicesprefered chillipowder brandofspicesprefered Turmericpowder brandofspicesprefered Dhanajeera brandofspicesprefered * Hing 335 100.0% 0 .0% * 335 100.0% Total N 335 Percent 100.0% 335 100.

81 .

brandofspicesprefered * Turmericpowder Crosstabulation Turmericpowder highly satisfied Brand of spices preferred Ramdev Everest Kitchen Express Badshah Wonder Masala spayran Masala Total 45 13 24 6 6 3 97 satisfied 76 24 42 14 10 4 170 neutral 33 10 12 6 2 1 64 highly dissatisfied Total 0 1 3 0 0 0 4 154 48 81 26 18 8 335 82 .

Brand of spices preferred * Dhanajeera Cross tabulation Dhanajeera highly satisfied Brand of spices preferred Ramdev Everest Kitchen Express Badshah Wonder Masala spayran Masala Total 53 15 26 9 9 3 115 satisfied 65 17 27 12 3 3 127 neutral 35 12 27 5 6 2 87 dissatisfied 0 3 0 0 0 0 3 highly dissatisfied Total 1 1 1 0 0 0 3 154 48 81 26 18 8 335 83 .

Brand of spices preferred * Hing Crosstabulation Hing highly satisfied Brand of spices preferred Ramdev Everest Kitchen Express Badshah Wonder Masala spayran Masala Total 77 17 33 9 9 6 151 satisfied 46 14 28 9 3 1 101 neutral 28 12 15 6 6 1 68 dissatisfied 2 3 2 1 0 0 8 highly dissatisfied Total 1 2 3 1 0 0 7 154 48 81 26 18 8 335 84 .

Wonder Masala. Spayran Masala is comparatively very low in accordance with the responses of the retailers covered in areas of east and west Ahmedabad.From the above correlation matrix it has been constantly observed that the preference towards Ramdev and its availability in the area covered in scope of our project is definitely very much high followed by Kitchen Express and Everest and the satisfaction level of Badshah. 85 . Ramdev’s availability and popularity among the people/consumers as well as the retailers is high can be inferred from the correlation matrix between Brands of spices preferred and availability of the spices available in the stores of east and west Ahmedabad which is scope of researchers project.

000 .0% Total N 335 Percent 100.3%) have expected count less than 5. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 106.000 .470 12.420a 113. The minimum expected count is 1. Sig. 8 cells (33.0% Brand of spices preferred * Area Crosstabulation Area East 1 Brand of spices preferred Ramdev Everest Kitchen Express Badshah Wonder Masala spayran Masala Total 60 7 8 4 1 1 81 East 2 21 20 42 10 5 4 102 West 1 64 5 10 5 6 1 91 West 2 9 16 21 7 6 2 61 Total 154 48 81 26 18 8 335 Chi-Square Tests Asymp. 86 .000 a.46.Case Processing Summary Cases Valid N Brand of spices preferred * Area 335 Percent 100.983 335 df 15 15 1 sided) .0% Missing N 0 Percent .

Hypothesis: H0: No relations between availability and brands preferred in areas H1: There is strong relation between availability and brand preferred in areas 87 .As per the hypothesis assumed between Brands of spices preferred and the area covered by researchers.

Answer: As per the chi square test undertaken by the researchers the 2 sided slope ends to .000 it is very clear that H0 is rejected and H1 is accepted so it shows that there is strong relation between brands of spices preferred and the area in which the brands are preferred.

As per the cross tabulation analysis between the brands of the spices preferred and the area of Ahmedabad it can be inferred that the Ramdev is most preferred in East 1 and west 1 areas of Ahmedabad (refer Annexure 2 for Area classification) and Kitchen Express is more preferred in East 2 area of Ahmedabad.

Though Ramdev holds high amount of preference of consumers as well as retailers in all the areas of Ahmedabad then also Kitchen Express is holding a strong reference group in some parts of Ahmedabad like East 2. As far as the question of Wonder Masala and Badshah is concern they are preferred by minority of consumers as well as retailers in many parts of Ahmedabad as per the graph shown above.


Chapter-8 Findings


Summary of Findings:

1. Product availability of Ramdev products is highest compared to other brands in the organized retail spices.

2. Ramdev is most preferred brand amongst the consumers who buys packaged blended spices.

3. Retailers mostly orders weekly or fortnightly which shows that their products are moving at very faster rate.

4. Product availability of Ramdev Hing is very low to other products as the awareness & preference towards it is very low.

5. Quality and brand name are major criteria for the consumers for buying Ramdev products, although the price is very high consumers prefer to buy the products.

6. Credit policy and replacement assistance is not up to the mark as compared to other brands.

7. Retailers found that sales person from Ramdev are not as helpful as compared to others.

8. Loyalty and quality are the factors which play important role in achieving sales for Ramdev.

and willingness willingness to improve improve and to Continuity in Managerial Bound providing Quality & healthy Product Not all products are successful Outcome Desired Reduce inventories in Continuous to deliver It channel system customer can be even No OOS and Give Quality Products reduced Tactics to Close the Proper Communication is required to meet the expectation of Retailers as well as GAP Consumers/End users Predict Change in Sales: It is increasing year by year and able to meet all targets Channel Costs: Cost is increasing because of high cost bear by company on channel improvement Performance Profit: In terms of margin it has reduced due to competition but overall its increasing Delivery: There unique system of ready stock delivery system hardly makes them OOS 91 . house.GAP Analysis Bulk Breaking Spatial Convince Waiting & Delivery Assortment time High: Delivery on time Varity High: Capable of providing in various Packing sizes & Level Provided High: Customer can switch small sizes Ok Efficiency High: Production & Distribution is good Scattered facilities. High High: Almost never High: OOS doesn't gets OOS happen so easily Sources of Problem variation in services provided Distributors by Poor Communication Poor Communication Poor Communication Lack of information Environmental & Lack of information

They should use various IMC tools so that they may cater more customers and grab more market share. Geographically their territories have broaden up and overall business have increased over a period of time. and to meet the targets their cost on Channel is also increased. 92 .From the above GAP analysis researchers can infer that Ramdev is having a very good Channel network which never makes them OOS (Out of Stock) and they are enjoying position of market leader. to promote there other product variants like Hing. From the above GAP analysis we can also infer that they are leading into the market of Blended spices not all product variant of Ramdev are successful. Achar masala they should promote more and more their products.

Chapter-9 Recommendation and Suggestion 93 .

5. 2. with these they can increase their Stock Keeping Unit and by this they will be having their broad consumer base. Credit policy is variable depends on the retailer. customized credit policy should be framed to inspire small retailers. 1. According to the feedback given by the Retailers focus should be given on increasing awareness and leverage the brand name. 7. 94 . out of date of product etc. Ramdev should also focus on PULL strategy along with PUSH strategy such as contests. like they can launch new products like Salt or Besan etc.There are various suggestions that Ramdev should do to improve product availability and awareness of brand. 6. Exchange is the major issue for any retailer as they are lots of problems like poor quality of goods. discounts and free introductory products. 3. 4. Assistance in the replacement of the goods should be done promptly by Ramdev. Ramdev should also increase their product range. There is a huge potential in to this industry though Ramdev is leading in market but there are lots of providers of local blended spices so there is need to reduce some price.

Chapter-10 Conclusion 95 .

2. 5. loyalty and Quality respectively. 200gms and 500gms are preferred by the consumers so companies should focus on these packing to gain consumers preference. Factors affecting most to the consumers while purchasing spices is brand name. Most preferred brand out of all brand is Ramdev. 1. Comparing mean of all the brands is also in favorable to Ramdev. As per retailers consumer give maximum importance to quality and brand name while purchasing the products. Ramdev’s chili powder is most preferred. it is constantly observed in all the responses of the sample audience. In all brands and products of spices. 3. Most of the retailers responded that Ramdev should loosen its policy of exchange and somewhat increase its credit time. 7.From the research undertaken it is observed by the researchers that mostly 100gms. Frequency of retailers to order all brands of spices varies from weekly to forth nightly in most of the cases 4. 96 . 6.