Submitted to: Prof. Rashmi Gopinathan Submitted by: GROUP NO.-4 Prajkta Tawde(BT-0801022) Pratibha Yadav(BT-0801023) Pritam Dhumal(BT-0801024) Priyanka Waghmare(BT-0801025) Priyanka Dhamankar(BT-0801026) Rani Yadav (BT- 0801027) Saniya Crasto (BT-0801028) Submitted on: 8th October, 2009


Table of Contents

I.Table of Contents.................................................................................2

Processed fish have been considered a widespread industry since a very long time. The drying of different varieties of fishes is one of the world's oldest known preservation method, and dried fish has a storage life of several years. The whole process of drying the fish or any kind processing done to the fishes is nothing but putting enzymatic or microbiological activity either in the presence or absence of salt. The larger fish processing companies have their own fishing fleets and independent fisheries. The products of the industry are usually sold wholesale to grocery chains or to intermediaries.

CUSTOMER PAIN POINT: Loose dry fish available in local market has led to the dissatisfaction among the customers because of its unhygienic drying process and its unavailibility in proper packaging. This dissatisfaction provides a window of great opportunity for hygienically processed and packed dry fish which satisfies the need of the customers. OUR SOLUTION: FINLEY FISHERIES Pvt Limited.

FINLEY FISHERIES Pvt Limited Company will make use of modern technology and will offer solar dried and hygienically packed fish. These solar driers are efficient in achieving higher drying temperatures and reduced humid and lower moisture content in the final product and highly improved quality. This relatively high temperature offers protection against attack by blowflies, beetles and other vermin. Additionally, solar driers also offers protection against adverse weather conditions, especially in wet seasons. All these render a preservative characteristic to the fishes and when packed properly they can be stored for ages. Hygienic fish with a good quality will be the USP of the company. This property will make FINLEY FISHERIES Pvt. Limited vastly superior to the currently available loose dry fish market. MARKETING: The estimated population of dry fish consumers is 40% of the total 14 million population of Mumbai. According to the market survey consumers won’t mind paying a premium if they are provided hygienically processed and packaged dry fish. FINLEY FISHERIES Pvt Limited will be marketing the product by distributing pamphlets in the newspapers and participating in various food festivals like “KOLI MELA”, “MALVANI JATRA”

TEAM: The entrepreneurial team consists of Director Strategy, Production Manager, logistics Manager, Marketing Manager and Quality control Manager. The team members know each other for several years and are highly compatible. COMPANY, PRODUCTION AND OPERATIONS: A pilot plant would be set up in Uttan (15 kms from Bhayender) and will be functioning from June 2010 Manufacturing will include in-house function like solar cum electric drying and packaging of dry fish. FINANCIALS: The project will require funding from Venture Capitalists as well as bank. RISKS: Similar technologies may spring up creating direct competition. The demand of dry fish can fluctuate during festivals in India. These risks can be mitigated by venturing into alternative application of technology like fish products – fish pickles, fish meal, shark liver oil, ready to cook fish, export of fish wafers and dry shark fish. The company plans to devote resources to develop these opportunities from the very first year.


GENESIS: A visit to Uttan coastal region near Bhayandar, made us consider on advanced and hygienically processed and packaged dried fishes over the traditionally dried fishes. The idea behind this is, providing quality up gradation in dry fish processing and packaging with the help of modernized technology. OUR VISION:

To be one of the leaders in hygienically processed and packaged dry fish and fish products supplier in India. OUR MISSION: While our vision defines our destination, our core values serve as our roadmap guiding our actions. Driven by our vision, our mission is to build trust with customers and make us stand out brand among others by our expertise in hygienically processed quality seafood, professional in services and integrity in business. BUSINESS CONCEPT AND PRODUCT OFFERING: The products offered by FINLEY FISHERIES Pvt. Ltd are hygienically processed and packaged dried fishes which include two varieties; they are Bombay duck and Prawns. The fresh fishes are firstly processed with vinegar (for deodorization and preservation) and salt (for increasing shelf life and removal of moisture) dried with the help of solar cum electric drier machine under particular temperature which are further packaged and distributed. CUSTOMER PAIN POINTS: Traditionally dried fishes are not deodorized properly and are not dried and packaged under hygienic conditions. Also there is no easy availability for dry fishes throughout the year which make the discontentment in most of the customers. The dissatisfaction faced by customers in the existing product offerings provide a window of opportunity for hygienically processed (deodorized) and packaged dry fishes. Dried Bombay duck and Prawns are selected as the product offerings as they are mostly preferred varieties in Mumbai market. The Discontentment Criticality Matrix below highlights the same. Discontentment Criticality Matrix High discontentment

Opportunity for tomorrow

Today’s star Traditionally dried & mostly consumed hygienically packaged fishes

Low criticality

High criticality

Distant star

Challenges for innovation Low Discontentment

The matrix clearly captures the fact, that the criticality of product and the consumer’s discontentment because of presently available / not available products, are two main driving forces that define market attraction of a new product. Traditionally dried & mostly consumed hygienically packaged fishes are on the top right quadrant. This gives a product like that of FINLEY FISHERY Pvt. Ltd Company a great opportunity in terms of quick market acceptance, as it significantly lowers the discontentment levels to the customer. VALUE PROPOSITION: FINLEY FISHERIES’ product offering will provide the hygienically deodorized & dried and packaged fishes as seen below:

High quality


Low quality Low quality High quality

Hygienically deodorized & dried

Hygienically packaged

The manpower requirement of our company is as follows from which most of the employees are hired from the area of Uttan: PARTICULARS Skilled Workers Semi skilled workers Helpers Salespeople NUMBER 5 10 5 5

The organization structure of our business would be as follows:


Quality Assurance & Quality Control

Production Department

Selling and Distribution Department Procrutment & Logistics

Administrative Department


[1] PLANT LOCATION: FINLEY FISHERY Uttan village Taluka - Vasai District – Thane [2] BUILDING AND LAYOUT: Total area 2000 sq ft

Storage and Washing of fish 300sqft

Salting of fish 200sqft

Office Site 200sqft Quality Control Department 200 sqft 200sqft

Drying of fish with help of Dryer Drying machine machines 120sqft 300sqft
Drying machine 120sqft

Packaging of Fish 300sqft

Storage Requirements: 1. Crates 2. Ice Function: Fresh Fish are stored in store room with help of ice. As we are the member of UTTAN MACCHIMAR SAHAKARI SOCIETY, We can use their store room for free provided we pay the maintenance charges. We required some space for storage of fresh fish in our production plant as stock and before actual drying process start. Ice is purchase from local area supplier.

Washing Of Fresh Fish: Requirements: 1. Pure water 2. Metal table Function Washing of fish very important process. All contaminated material are removed with help of pure water. Porous Metal tables are use for washing of fish. Fish are place on surface of table where they are thoroughly cleaned taking care that all the contaminants are removed.

Deodorization Requirements 1. Vinegar 2. Water 3. Tank

Vinegar is added into the water and solution is prepared. Fish are submerged in diluted vinegar solution. Definite amount of vinegar is use as excess of vinegar harm the quality of fish. Vinegar helps to reduce odour of fish.

Salting of Fish Requirements Salt Table Salting of fish is done with help of salt. Fish are place on surface of table and salt. Process of salting of fish. 1. Sprinkle a thin layer of salt,just enough to completely cover the bottom of a waterproof vat. 2. Place a layer of fish, flesh side up, with enough room for each fish to avoid overlapping. Try for a neat pattern, alternating head to tail and tail to head. 3. Cover the fish with salt - a thin layer, but with no open spaces. 4. Repeat Steps 2 & 3 up to two or three layers of fish from the top of the vat. 5. Reverse the fish, packing them SKIN side up to the top of the vat, alternating with layers of salt. The top layer must be salt. 6. The salt will extract moisture from the fish forming a brine. Use boards and weights to keep all the fish under the salt. 7. The brine must be kept saturated (- or when no more salt can be dissolved) at all times. As moisture is extracted, more salt must be added to keep the brine saturated. Too little salt will cause the fish to spoil. Too much will detract from the flavour and cause rehydration. 8. As moisture is extracted from the fish,the level of fish in the vat will fall. More fish can be added,skin side up - alternating a layer of fish with a layer of salt, the top layer always being salt. Continue to add salt to keep the brine saturated Washing and Drying to Remove Excess Salt. 1. When the fish are struck through, they are removed from the vat and washed in unpolluted sea water or fresh brine to remove excess salt. 2. Then place the fish on flat surfaces, using any arrangement of boards and weights to press then as flat as possible: a. to remove excess moisture; and b. to make the fish

thinner, which will reduce the length of the drying process and improve the appearance of the fish for marketing.


Capacity of Drying machine: 70kgs


Working of machinery Fish are place in drying section of the machinery. As it is runs with solar power. This machine also works on electricity. Heater and heat sensor are use in machinery for temperature control. Temperature required for drying of fish is 45-80°C. Temperature is controlled with help of the heat sensor. Machine also works on solar power but when there is less solar power then it automatically starts working on the electricity. It helps to save electricity. As our production plant is in rural area so there amount of sunlight is available.

Dried fish is very difficult to handle and in dried condition it take lot of volume. It is then necessary to squeeze the product into smaller bags for transportation. The machine is specially designed to handle the product in fast and effective way.

The dry fish is tipped into the elevating hopper by special tipping device, then conveyed through the crusher and into the infeeding unit. The feeding unit feds the weighing unit and stops when required target weight is reached. A conveyor in the bottom of the weighing unit transports the product into the press. The press is closed and hydraulic powered piston press the product into one end of the press and then another piston press the product directly into bag. The machine is controlled by PLS computer and is automated. One person runs the machine.

Packaging of Fish: Requirement 1. Packaging Machine 2. Packaging Material

Automatic packaging machineries are use for the packaging of dry fish. Plastic material is use for the packaging. Plastic is easily degradable and not harm to environment.

Quality Control Department: Quality control department checks the quality of the fresh fish after washing in the storage area before forwarding it to salting department. Once the drying process is done, it also checks quality of final products also. We recruit local area people with experience in quality control department as they have experience about fish quality.

Most of our labour will be hired from the local community hence providing them employement.

MARKET ANALYSIS. Around 65 % of the total Mumbai population is a fond consumer of fresh fishes. Out of which it is estimated that around 40 % would also be consuming dry fish. According to the recent census report, the population of Mumbai is 14 million. The major categorical buyers of dry fish are Maharashtrians, christians, south Indiansand north Indians.

Dry prawns (Sode) were found to be the favourite of dry fish eaters according to our market survey. The consumption of dry prawns is generally by the affluent class of society as well as the middle class population. Dried Bombay duck was consumed by almost all of the dry fish eaters. It is impossible to be precise about the amount of dried fish produced in Mumbai because the fragmentary nature of the industry which makes the collection of meaningful statistics extremely difficult. However, some broad estimates of activity in the production of dried fish can be made. The traditional method of processing dry fish is salting and sun drying of the fish for around 3-4 days followed by selling the dry fish loosely according to customer needs of 250 gms, 500 gms or 1 kg. However there are very few areas in Mumbai (Sewri, Fort) where wholesale market of dry fish exists. People have to separately visit the fish market area in order to buy dry fish as it is not conveniently available in supermarkets or neighbouring vegetable addition, dry fish is not available throughout the year (only available when fresh fish supply is low) MARKET RESEARCH We surveyed the consumers of dry fish in Mumbai.

MARKET SURVEY Q.1. Do you consume dry fish? OBJECTIVE: To find the percentage of people consuming dry fish.

INTREPRETATION: According to the survey 40% of people consume dry fish. Q.2. If yes which variety of dry fish do you buy? OBJECTIVE: To know which variety of dry fish people prefer.

INTREPRETATION: Maximum people preferred bombay and prawns.

Q.3. How frequently do you purchase dry fish? OBJECTIVE: To know the buying frequency of dry fish by the customer

INTREPRETATION: Maximum people consumed dry fish once in a month.

Q.4. In which seasons do you buy dry fish? OBJECTIVE: To know the preference of dry fish in a particular season

INTREPRETATION: Maximum people consumed dry fish in the months of April, May, and June.

Q.5. What quantity of dry fish do you buy in a month? OBJECTIVE: To know the buying capacity of dry fish by the customer.

INTREPRETATION: Maximum people preferred buying 1kg of dry fish in a month.

Q.6. Where do you prefer to buy dry fish? OBJECTIVE: To know the preferred place to buy dry fish by the customers.

INTREPRETATION: Maximum people preferred purchasing dry fish from local fish market.

Q.7. Will you prefer to buy hygienically processed and packed dry fish over loose dry fish? OBJECTIVE: To know the acceptability of hygienically processed and packed dry fish.

INTREPRETATION: Maximum people are ready to accept hygienically processed and packed dry fish

Q.8. Will you pay premium for hygienically processed and packed dry fish? OBJECTIVE: To know the readiness to pay the premium for hygienically processed and packed dried fish

INTREPRETATION: Maximum people are ready to pay premium for hygienically processed and packed dried fish


A family of 4 members usually consumed around 0.50 kg of dry fish a month. However the pattern of consumption is found to be higher in the months of April, May, June, July, August, September and October whereas lower in December and following 3 months because of abundance of fresh fish during these months. The varietes of dry fish consumed in Mumbai are Bombil (Bombay duck), Shrimps(jawla), prawns (sode), sharks, mackerel (bangda),king fish (surmai) , mushi. Amongst these bombils and prawns are consumed more as compared to others. COMPETITIVE ANALYSIS: BRANDED DRY FISH PLAYERS IN MUMBAI MARKET. Jupiter Trading Corporation Deals in supplying of fishes, dried fishes and dried salted fishes. Also offering smoked fishes, fresh fishes, fresh water fishes, frozen fishes and packed frozen fishes etc. Address: 38, Kolsa Street, Mumbai, Maharashtra - 400 003, India Phone: +(91)-(22)-23475767/23409786/23436931 /23442984 Fax: +(91)-(22)23450854 Mobile / Cell Phone: +(91)-9820035341/9223335786/ 9323730956 Website: Al Taiba Dry Fish Exporters of all kinds of dry fish. Address: Erskin Road Nul Bazar Bhendi Bazzar, Mumbai, Maharashtra - 400 009, India Phone: +(91)-(22)-3454159 Mobile / Cell Phone: 9867867085 Crown Marine Products Manufacturers and exporters of dry fishes such as dry bombay duck, dry shrimps, cuttle fish bone, tuna fish, shark meat, shark fins, shark liver oil etc. Address: 104, Khan Palace, Khoja Lane Andheri West, Mumbai, Maharashtra - 400 061, India Phone: +(91)-(22)-32401134 Fax: +(91)-(22)-26319609 Mobile / Cell Phone: 9820242312 Website: Kegien Enterprise Manufacturer and exporter of all kinds of dry fishes and marine products.

Address: Sewri Cross Road, Haji Juma Compound, Sewri West, Mumbai, Maharashtra 400 015, India Phone: +(91)-(22)-24130168 / 24164426/24164426 Fax: +(91)-(22)-24166005

MARKETING STRATEGY From our survey we found that dry fish isn’t available throughout the year, so dry fish lovers would find it convenient if it is available in malls and super markets where they can purchase fish along with groceries. Almost all surveyed people know that traditional method of processing dry fish is not done in a hygienic manner. Storage is not done properly as worms and insects infest stored dry fish. Hence most consumers wont mind paying a premium if they are provided hygienically processed and packaged dry fish. Hence we are using malls and super markets in order to attract the target market who are health and hygiene conscious. Also we will focus on the convienince factor so as to make dry fish available through out the year.

PROMOTION: Advertising will be done by methods like newspaper insertions (pamphlets) in the societes and areas around malls and display boards over the shelves in malls. We will also display our products in malwani jatras (which attract most of maharashtrian fish eaters)and in konkan sales. As our profits increase we would advertise in the regional magazines like Charchaughi, gruhshobhika and receipe books.

Distribution Channel :

By road

Warehouse 1 Andheri

Dadar Parel Bandra Andheri Worli

Production Plant

Warehouse 2 Thane

Vashi Kharghar Kopar khairane Thane

We are targeting Western Mumbai, Navi Mumbai and thane. Main destinations for packaged dry fish are the malls, supermarts and food fest (Malwani Jatra & Konkan Sale). Marketing channel includes: The main malls in Mumbai are Aditya Birla’s More, Hyper city, Star Bazaar and Nature’s Basket. We are targeting around 50 malls in total located in Mumbai and Thane. Around 295 kg of dry Prawns and 295 Kgs of dry Bombay duck would be sending to 2 warehouses per day. The transport would be done by road with the help of 3 trucks (TATA ACE) to the respective warehouses.

PRICING STRATEGY: In the market research study, consumers were asked whether they were ready to a premium for hygienically processed and packaged dry fish. It was found that, on average, consumers are willing to pay a small premium. However, initially we are keeping the selling price equal to the price of locally sold loose dry fish.  Traditionally dried loose Bombay duck = Rs.120/ Kg.  Traditionally dried loose Prawns = Rs.370/ Kg. The price of FINLEY’S dry fish is less than other branded packaged dry fish.

Competitive strategy Our product is differentiated from the other traditional loose dry fish available in the market as it is processed and packaged hygienically to retain the nutrient value of the

fish. In addition, it is deodorized using natural deodorizing agents (vinegar) to reduce the unpleasant fishy odour. The packaging ensures that the product is protected from infestation by insects and other agents that mitigate the quality and shelf life of the product. The distribution strategy (convenience in availability at nearby super marts and superstores) also provides competitive advantage to our product. Our product is differentiated from other processed packaged dry fish with respect to product characteristics, distribution strategy, and promotional variables. Key Success Factors The key success factors of our company are as follows: 1. Providing quality product at a reasonable price to the target consumers. 2. Establishing an efficient distribution system. 3. Reduction in production cost by using solar energy as alternative to electricity. Future products and services The potential products and services provided by our company are as follows: 1. Dried fish varieties in Mumbai and Thane market: shark and king fish. 2. Dried fish varieties in Global market: shark and king fish. 3. Shark liver oil. 4. Fish meal. 5. Dried fish pickles and spiced dried fish. 6. Export quality fresh fish: shark and king fish. Risk Management We anticipate risk in these three areas: 1. Market risk: • The preliminary research indicates that the target consumers are willing to purchase our product. Competition in this industry can be overcome by strengthening and expanding the distribution network across Mumbai and Thane. • The demand of dry fish can fluctuate during festivals in India thus reducing the sales in this period. • Threat of new entrants dealing with packaged dried fish business. 2. Supply chain and logistics risk: • Since fish production is subject to seasonal fluctuation, raw material procurement and hence production will be affected during these periods.

3. Technological risk: • Since the solar dryer runs both on solar energy and electricity there is a risk of technological failure. SWOT ANALYSIS. Strengths
• • •

Abundant availability of raw material. Less dependence on electricity thus reducing electricity costs. Vast domestic market.

• • • • • •

High cost of machinery. fragmentation of market. High requirement of working capital. Seasonality of raw material. Fluctuation in market demand. High transportation and inventory carrying cost

Opportunities Large expansion possibilities related to fish business. Rising income levels and changing consumption patterns. (shift to hygienic food products) • Favourable demographic profile and changing lifestyles • Integration of development in contemporary technologies such as cod liver oil extraction and export that, offer vast scope for rapid improvement and progress • Opening of global markets.
• •

• •

Affordability and cultural preferences of fresh fish. Loose dry fish sellers reducing their prices.

Sales revenue:

60000000 50000000 40000000 30000000 20000000 10000000 0 1 2 3 sales revenue year

Financial Performance measuresThe profits after paying the taxes are expected to be in a steady growth. Detailed financial statements are shown in appendix. Profitability First year 9393797 Second year 20381869 Third year 60924006

70000000 60000000 50000000 40000000 30000000 20000000 10000000 0 1 2 3 net profit profit before tax year

Breakeven analysisThe break-even price for selling the product is approximately 34.55% of the existing price. To recover the 1st years investment (in fixed costs) in the business, the company would be requiring 2 year .i.e. 4th quarter of 2nd year. For that the sales of approximately

214620 Kg of total dry fish should be done. This figure is anticipated to reach within 2 years.

FINANCIAL ASPECTS 1. FIXED CAPITAL i. Land & Buildings : No 1 2 Description Land Plant construction Quantity 1500sqft Value 3000000 15,00,000

ii. Machinery & Equipment S.No 1 2 Description Drying machine Packaging machine Quantity 2 1 Value Rs. 360000 100000

i) Staff & Labour per month: Cost for staff and labour is Rs 9000 / month. Administration expenses 1 Salary 10,000


Telephone bill



Other expenses




No 1 2 3 4 5 6 Total DEPRICIATION

Description Bombay duck Prawns Ice Salt Vinegar Plastic

Quantity per day 140kg 140kg 210kg 105kg 3lit -

Value (Rs) 8850 23600 420 263 180 294 36888

10% depreciation on plant & machinery.


Year 1 Particulars Bombay duck/yr in kgs Prawn/ yr in kgs Salt/yr in kgs Ice/yr in kgs Vinegar/yr in kgs Electricity/yr Marketing costs/ yr Distribution costs/ yr Admin costs/yr Total Quantity 51100 51100 20805 76650 1095 Amount (Rs) 1533000 4088000 52012.5 229950 65700 20000 400000 600000 240000 7228662.5

Year 2 Quantity 102200 102200 41610 153300 2190 Amount (Rs) 3066000 8176000 104025 459900 131400 40000 600000 1200000 480000 14257325

Year 3 Quantity 153300 153300 55115 229950 3285 Amount (Rs) 4599000 12264000 137787.5 689850 197100 60000 800000 1500000 720000 20967737.5

COST SHEET Particulars Direct material Bombay duck and prawns Salt Vinegar Ice Direct labour Amount 5621000 46720 165700 229950 109500 Amount

Prime cost (1) Factory overhead Electricity and water Works cost (2) Administration Over Heads:Office expenses Cost of Production (3) Selling and Distribution OH:Transportation Advertisement Cost of Sales (5) Profit (balancing figure) Sales 6,00,000 4.00.000 20,000


6090870 240000 6332870

7332870 10194430 17527300

First year

Trading and Profit/Loss
Particular Cost Particular
By sales
To Bombay duck To salt To ice To vinegar To wages To electricity 5621000 46720 229950 65700 109500 20000

175273 00

To gross profit


1752730 0
By gross profit To marketing 0 To distribution 0 To packaging 0 To 10% depreciation 0 To inherent loan 3 To inherent overdraft To net profit 0 9393797 400 16533 49600 15330 600000 40000 11452430




Balance sheet
To net profit To venture capital To bank loan To bank overdraft 9393797 3306667 1653333 40000 By fix asset4960000 (-) depreciation496000 By cash 4464000 9911797



Second year

Trading and Profit/Loss
To Bombay duck To salt To ice To vinegar To wages To electricity

11242000 63875 459900 131400 219000 400000

By sales


To gross profit


By gross profit BY profit last year To marketing 0 To distribution To packaging To 10% depreciation To inherent loan To inherent overdraft To administration 4000/month To net profit 100000 00 214620 446400 165333 4000 4800000 20381869 60000

22898425 9393797



Balance sheet

To net profit To venture capital To bank loan To bank overdraft To sale

29381869 3306667 1653333 40000 35054600

By fix asset4464000 (-) 10% depreciation446400 4017600 By cash 65418869



Third year

Trading and Profit/Loss
To Bombay duck To salt To ice To vinegar To wages To electricity

16863000 95995 459900 197100 328500 60000

By sales


To gross profit


By gross profit By profit last year To marketing 0 To distribution To packaging To 10% depreciation To inherent loan To inherent overdraft To administration 6000/month To net profit 100000 00 323025 401760 165333 4000 720000 60924006 60000

34756255 29381869



Balance sheet

To net profit To venture capital To bank loan To bank overdraft To sale

60924006 3306667 1653333 40000 52760750

By fix asset4017600 (-) 10% depreciation401760 By cash 65418869




OBJECTIVE: To study and analyse market of dry fish consumption. To find the acceptability of hyginically processed and packed dry fish. SAMPLE SIZE: 30 QUESTIONNAIRE Name...................................................................................................... Place................................................................................................... Q.1. Do you consume dry fish? YES NO

Q.2. If yes which variety of dry fish do you buy? Bombay Duck Prawns Mackerel Q.3. How frequently do you purchase dry fish? Once week Once month Other -------------------------------------------------------------Q.4. In which season do you buy dry fish? Jan, Feb, March April, May, June July, Aug, Sept Oct, Nov, Dec

Q.5. What quantity of dry fish do you buy in a month? 1kg

2 kg 3 kg Other Q.6. Where do you prefer to buy dry fish? Fish Market Mall

Q.7. Will you prefer to buy hygienically processed and packed dry fish over loose dryfish? Yes No

Q.8. Will you pay premium for hygienically processed and packed dry fish? Yes No