4.

Marketing Initiatives for Megga- Branded Eggs Megga is a branded egg with salient features but it is a new concept altogether in this part of India. So we had to do loads of marketing activities initially apart from that being a new company in the market is also a factor. Amazan entered in this product category after thorough research and once realize its potential. Initial market research for the Kolkata market was done by Market Forces and whole project consulting was done by Technopak. Amazan did its product launch with several ATL activities like Hoardings in targeted markets, initial shows in some malls with free distributions of the products. Other marketing initiatives are as follows:  Brand promoters used initially: with useful information printed on leaflets for door to door marketing and brand awareness in selected areas.  Posters, banners, danglers etc for in shop display.  Children education program in schools for health and hygiene through food including eggs.  Attractive margins for Distributors with full sales support initially.  Sales promotion scheme in lean months to maintain sales volume to enhance reach of the product. The objective of the marketing campaign for Megga is to create awareness about the product through our health-Food-Hygiene campaign. Convert this awareness to tangible sales figures by our BTL activities and our strong distributors and retailers network.

5.Quality Control- Megga Eggs Quality control for Megga eggs starts from the farms itself. Following things are done on routine basis to control the quality: a) Quality Sourcing: All suppliers for Megga have chosen from proven names in Poultry industry. Before sourcing from a supplier following things have been ascertained by our Procurement team: y Quality of the feed: All feed standards have been specified by our Poultry management team. Regular sampling and testing of the feed is done to ensure the quality of the feed as feed determined nutrient composition of the eggs. In case of the Vitrich eggs the supplier adds feed supplement from DSM Nutrition s OVN (Optimum Vitamin Nutrition) feed supplement. y Birds: Pedigree of the birds is ensured for their high genetic potential. y Bio Security Majors: All the poultry farms have been visited by our poultry team regularly to ensure that all the bio security measures have been in place. y Management Practices: All management practices of the considered farms are reviewed regularly. Emphasis is given broadly on mortality percentages in last 3 years in particular farm, causes of the mortality, morbidity incidences, hygienic conditions in poultry farm, quality of the water and proper cleaning of poultry sheds on regular basis. b) Quality control: All the eggs which are coming from different poultry houses are maintained batch wise and process on FIFO method. y Random sampling is done from a particular source to ascertain age of eggs by checking air sac and quality of the egg albumin and globulin. y All the Finished Goods are maintained batch wise and random sample has been taken to ensure proper weight and quality of the eggs. y RH and Temperature recorder is placed to maintain optimal storage condition in the storage area. c) Forward Supply Chain Control: y All storages spaces for the distributors have been checked properly regarding storage conditions, temperature, RH etc. y All distributors are supplied product according to their route capacities bases on our assessments and previous sales figures. y In case of any problem with any of the batches all the products from that batch are recalled. All products come with date of processing and date of expiry so if by any chance there is any expiry of the product; they are recollected from the markets and disposed off as per disposal guidelines.

9.Megga- Raw Material Arrangement: West Bengal is a production deficient in case of eggs. All the eggs in West Bengal are coming mainly for Andhra Pradesh. We have a pool of suppliers at Amazan agro for egg supply which we have identified and developed over a period of time. These suppliers are located mainly in Andhra Pradesh. S No. 1 2 3 4 Name of Suppliers Venkatrama Poultry Ltd Mailty Poultry Anusha Eggs Agrocorpex Place Guntur, Raipur Midnapore West Godavari Vijayawada

Buying of the Eggs is based on that day s NECC price and some premium based on the quality of the eggs. Packaging material for eggs egg boxes is coming from Ovotherm International, Austria and rest of the packaging material is sourced locally.

10.Megga- Processing: All the processing is done in house. All the eggs procured from different poultry farms are stored differently and processed on FIFO. All the eggs are graded manually on the basis of different grades and then packed in to plastic boxes. These plastic boxes contains informations about nutritional contents of the eggs, date of packaging, date of expiry etc.