PREFACE The basic aim of undergoing training is to acquire practical knowledge of the market.

As a management student, it was a pleasure to undergo practical training at the Balaji Wafers Private Limited, Vajdi and submit a report on the same to our college, Som Lalit.Institute of Business Management.

The basic aim of undergoing this training program was to evaluate my ability to apply & put into practice the marketing concepts that I have studied so far. This report is based on the Market Survey of dealer and Retailers relationship at Gondal City for Balaji Wafers Private Limited, Vajdi.

The company wants to know the satisfaction level of retailers and trying to maintain their market share in the Gujarat and they are trying to increase their share in the national market of wafer and namkeen industry.

The present FMCG industry is highly influenced by snack food industry. Snack food industry have 25% of growth out of it wafers and namkeen play a vital role and Balaji wafers pvt. Ltd. enjoy highest market share of wafers and namkeen in Gujarat.

With a view to evaluate & study, the market research and potential of the Retailers and to know the preferences of consumers, a survey was conducted in the town of GONDAL to find out the relationship between dealer and retailers.

Survey is conducted for the retailers of Balaji wafers for knowing the services of Balaji.. So project was mainly focused to know the exact market situation of the product and knowing the service level which is provided by the Balaji to their retailers. The town of Gondal is quite a lucrative market for snack food because, the people of the town are highly taste conscious & are always ready to try out new varieties of food products and food-items

The main objective of conducting this survey was to find out relationship of dealer and retailers. And to know the expectations of services from the retailers & to know who are the major competitors in the market of wafers and namkeens.

We undertook a survey of Retailers at various areas or gondal. One questionnaire is prepared for taking the views of retailers. Sample size was taken to be 100 for Retailers.

1.1 OBJECTIVE:The main objective of the project is to find out the relationship between retailers and dealers of corresponding areas. Other objectives of the marketing research project are as follows:        To study current scenario of wafer market To get practical knowledge of market. To find out Awareness of the products To Find out the services provided by dealers. To know about Timely delivery of goods by dealers. To knowing the satisfaction level of the retailers. Finding the scope of new product.

Primary data are those. Secondary data: The secondary data are those. Primary data Secondary data Primary data: Primary data is to be collected to know the retailers . 2.2 RESEARCH DESIGN This Research is more related to descriptive type because the retailer‟s knowledge. which are already collected by someone for some purpose and are . beliefs. which is very helpful for any research and its findings. Findings of the primary data focus on the retailers of the Balaji Wafers. when researcher is interested in knowing the proportion of the people in a given population who have behaved in a particular manner. making projections of a certain thing. Data is to be collected through primary research conducted in the town of Gondal in the areas where the services are perceived to be poor or questionable. or more variables. Personal interviews & discussions with the respondents are used to collect the required Primary data.1. 3 METHODS OF DATA COLLECTION The data has collected in two ways. 1. A suitable combination of Questionnaire techniques. and satisfaction of services can be judge through this type of research. Pan shops. preferences and belief. Grocery shops. Primary data gives higher accuracy and facts. which are collected for the first time. Descriptive study may be necessary in other cases when a descriptive study could be taken up are. Dairy farms etc. Provision stores. The survey was conducted in places like General stores. and they are original in character. A questionnaire of 19 questions will be used to gather their opinion.

available for the present study. websites and other such sources. Retailers: 100 1. 1. Secondary data are to be collected from the magazines. the sample size is 100 and the type of sampling is quota sampling because out of 100 retailers it was distributed like that each retail shops are taken who are selling the products of Balaji into equal proportion which is given below: 1) Pan Corners 2) General and Provision Stores 3) Dairy Farms 4) Tea Stoles .5 Sampling procedure: - For Survey of the Retailers the responses had recorded by giving the questionnaires to them and provide them all the information about the purpose so that they can give true information. Types of Sampling: - In this study of retailers.4 SAMPLING DESIGN Sample plan: - Sample Size: - No particular statistical technique was used to determine sample size for the survey research. Large samples give more reliable result than small samples so it was decided to collect the information of 100 respondents.

Some retailers provide biased information.6 TOOLS AND TECHNIQUES OF DATA COLLECTION  Questionnaire method:- For the Descriptive types of research the tools for collecting data from the samples is questionnaire method. . For this research the observation method is also used to collect the information. 1. II. III.7 Limitations of the study I.  Observation method: - Some data are not getting directly from the respondents so we have to use the observation method. Questionnaire includes both closed-ended as well as open-ended questions. It is difficult to predict the satisfaction level of Retailers after getting the sample of 100 retailers because in Gondal the number of retailers. is very large.5) Grocery Stores 6) Restaurants and Ice-cream Parlor 1. The research is done only in limited area. The Wafers and Namkeen retailer‟s questionnaire includes 19 questions. who are keeping the products of Balaji.

which are very popular in the southern part of India do not find many takers in other parts of the country.000 tons in volume terms and Rs100bn in value terms and is growing at over 10% for the last three years (2001-2004). The total size of the Indian snack food market is at an estimated over 400.THE SNACK FOOD INDUSTRY 2.1 INTRODUCTION This report briefly describes the snack food market. customers becoming increasingly health-conscious and with positive factors being attributed to packaged products. Unorganized small companies with a localized presence dominate the snack foods market in India but in recent years the organized branded products market size has grown significantly. Consumer preferences and tastes vary widely across the different regions of the country. Penetration of snack foods is highest in North India as compared to other parts of the country. Banana chips for instance. . To increase consumption and encourage first-time purchase. Many major companies have signed up exclusive sourcing agreements with local farmers for procurement of various raw materials. snack food companies are now increasingly emphasizing on newer snack food items and better quality packaging for their products. and promotions targeted at children to increase consumption have been some of the main factors for increasing market share of leading players. in particular the Potato Chips segment in India. According to industry sources. attractive packaging. With Indian consumers constantly looking for variety. many players have started introducing their products in smaller pack sizes at a lower unit price. The size of the Indian Snack food market is currently estimated at approximately US$ 375 million. the market for branded chips has been growing rapidly at approximately 20 % annually. Potato chips constitute the major segment among a wide range of local snacks available. A wide well-established distribution network.

4 % in the snacks market 3. 1250 million Population of India Growth of Indian market for salted snacks Growth of Indian namkeen market 5. 1600 crores 85% of the total market for snacks $500 million within 2007.9% ( By Volume) 6.2 PROFILE OF THE SNACK FOOD INDUSTRY OF INDIA In the diverse market of packaged snacks.3% ( By Value) Snack foods market sales Potato Chips Market Revenue Estimated Market Size Production of Potato chips in 2003-2004 Exports More than Rs.7% (By Volume) 5. every region has its specialty and each city.2. Contribution of Sev-Bhujia to industry Contribution of Banana Chips Haldiram dominates by covering 26. 3730 (in „000) tonnes 40 % of the Total market of food industry.1% to total branded sales of namkeen 60% share in dal and bhujia market . its local favorite. which make for high entry barriers. Here are some facts and figures which represents the snack food industry.

MAJOR POTATO CHIPS MANUFACUTRE COUNTRIES FOR YEAR 2010 COUNTRY PRODUCTION ( in‟000) tonnes China India Turkey Iran Bangladesh Indonesia Pakistan 5878 4430 3624 3388 3704 3012 3449 .

D. By the overwhelming retail success they inspired to set a semi automatic plant. The main benefit they got is the readymade infrastructure availability due to which their cost is reduced to larger extent. In the initial stage Balaji Group had set up their plant at Aji Vasahat (Industrial Zone. They have operated over there around 20 to 22 years. Instead of preparing wafers by the traditional frying method this semi automatic plant boosted the quality. Quenching the demand of Gujarat. Rajkot) with their new concept of making the potato chips. The fame of taste reached to the whole Gujarat hence it was time to take over the whole Gujarat so the biggest automatic plant of Gujarat came into the picture. . Maharashtra and Rajasthan region Balaji Group is now looking forward to march over India.I. taste and more sales also. LIMITED The journey of Balaji Group is started in a year 1976 by the member of virani family.3. Now Balaji Group has set up their new fully automatic plant at Metoda G. For supplying wafers and namkeens of local brands to the patrons of Astron Cinema. Rajkot. which is in the area of the village named Vajdi(vad).1 INTRODUCTION OF BALAJI WAFERS PVT.C. Due to the short supply of that product they decided to make their own product line in a year 1982.

they believed in reasonable pricing and good quality. The plant had a capacity to produce 180 kg. of wafers a day. saw the immense potential for the wafers they introduced and went on to conquer the wafers market in the state. they stopped buying wafers from outside and started making it. which also has a good quality. They sold the wafers aroud the Astron theatre also. sandwiches and potato wafers to the cine-goers. while Bhikhubhai and Kanubhai looked after sales and marketing. Without machines they were able to produce about 60 kg of wafers a day. This was the first step in setting up the business. whose Balaji Wafers has a 90% of the market share in the Gujarat State. remembers those days when family sold roasted groundnuts. They installed a semi-automatic plant in 1993-94.“THE WAFER SULTANS” Chandulal Virani and his brothers came to town two decades ago to run a canteen in a cinema hall on contract. Right from those days. . though the profits were little lower. and Kanubhai. At that time the production division was under the supervision of Chandulal Virani. Chandulal Virani. This earned them a good turnover. This is the summary of the success story of Mr. Bhikhubhai. Chandulal opened an independent retail outlet in 1983-84 to sell wafers and sandwich which are known as Balaji Sandwich. They received feed backs from their customers about the quality of the stuff and stuck to the highest standards of quality. now the managing director of Balaji Wafers. Chandulal said is his primary concern which gets priority over taking on the multi-national brands. As the demand increased. Chandulal Virani and his brothers Meghjibhai. At that time they had only two assistants who helps them in wafer production.

This family.000 square meter area in the Rajkot city. The new unit has a higher capacity for production with the same quality level. Dist. Bhikhubhai Virani Mr. Kanubhai Virani Mr. According to its founding members. they installed a modern automatic plant in 2000. has 19 products to offer the snack-hungry population of cinema-goers in Gujarat: from potato chips to banana chips and even fried chickpeas with sautéed spices.They are inviting all to travel the past.e. Balaji Wafers Private Limited manufactures and supplies potato chips plus a variety of mixed fried snacks called namkeens to the populace in Gujarat. The management of the enterprise is done by family members only. Keyur Virani Currently it is situated at Vad Vajdi Kalawad Road. The Balaji plant covers 85. Balaji Group has 90% share of wafers market and 70% shares of namkeen market in Gujarat. ranking in some US$ 15 million per year for this enterprise.000 tonnes per year). the ethnic market producer has just opened its third and latest manufacturing plant to date. present and the future of Balaji Group. The Balaji 35 grams bag of potato chips (salted or Masala) retails at mere 5 rupees. . However. an hour‟s plane ride from Mumbai.owned enterprise. Situated in Rajkot. Chandubhai Virani Mr. Its biggest bag is 200 grams package retailing for 20 rupees.After conducting the research to find out how companies abroad stored the wafers fresh. Its big taste revenue i. the factory has the largest potato chip processing line in the whole of Asia. Rajkot. it produces some 5 tons of this product per day ( approximately 19. Chairman Managing Director Technical Director R&D Director Mr. turnover touched to the crore rupees milestone. now in its 24th year of operation.

At present company has a Lion‟s share in Gujarat and high volumes of sales in Maharashtra and Rajasthan region.2 MISSION STATEMENT OF BALAJI GROUP Balaji Group has mission in relation with the health of the people. Indeed a in a neck to neck competition era one must implement new ideas and Balaji Group has developed the “Think Tank” who continuously update strategy in the right direction.4 STRATEGY OF THE BALAJI GROUP This simple mantra rocked and changed the definition of a chip world. with Balaji Group get the fruits of their Vision. Any time. 3. The mission statement of Balaji is : “To Provide healthy and hygienic food to people at an economic prices. . any where.3. This vision meets the buying capacity of an average Indian and it also reflects the motto to provide best quality product line. Its „Value for Money‟ strategy enables even a kid to buy fresh and healthy food in small prices.” The above mission statement of the Balaji Group shows that they are caring for the people of the society for their health and economic conditions. 3. Winning the heart by quality and great taste and distributing sufficient dealer margin is a winning strategy of a Balaji Group. To date company get 20% growth per year and marching towards new horizon of success.3 VISION STATEMENT OF BALAJI GROUP “At least one product for every occasion” is a clear cut vision of Balaji Group.

CHAIRMAN MANGING DIRECTOR TECHNICAL DIRECTOR RESEARCH &DEVELOPMENT GENERAL MANAGER PRODUCTION MANAGER SUPERVISOR MARKETING MANAGER AREA SALES MANAGER SALES EXECUTIVES FINANCE MANAGER CHIEF ACCOUNTANT CLERK WORKERS .Ltd.3.5 ORGANIZATIONAL STRUCTURE OF BALAJI WAFERS Pvt.

Chips and namkeens made in bacteria free and stringent hygienic standard environment. Under the strict laboratory tests each and every batch of raw-material of each kind of products whether it is of wafers or it is of namkeen products passes and checked by the tests.6 THE PLANT The existing plant of Balaji Wafers Private Limited is largest in capacity and with the state of art facility. After testing if the quality is upto the mark then it will go further for processing. Balaji wafers have 19 products including the different flavors of wafers and namkeen products. Balaji Wafers have a big laboratory for the new researches with the latest equipments for the testing the raw materials as well as the finished products. 3. In the year 2003 Balaji group took pride to introduce this biggest fully automated Potato processing machinery plant in India which can process 4500 kg of potatoes and make 1200 kg of chips per hour.7 RESEARCH AND DEVELOPMENT Balaji Wafers are one of the leading brands in the snack food industry of India. Their quality is the best in the whole industry. . Balaji Wafers has quality and strong distribution network with lower prices. The namkeen and other product line has separate departments and it has been produced in a same quality conscious processing system. The main reason behind the quality level is the strong activation of the Research and Development Department to continuously improvement in the quality. They have a fully automatic plant for producing wafers and other namkeen products. That is the big advantage of this big „Balaji‟ plant.3.

Sugar Spices. Edible Oil. Chilly Powder. Product Name 1) Potato Wafers Masala Ingredients Choicest Potatoes. Iodized Salt and Pepper Powder 5) Banana Wafers . Edible Oil and Iodized Salt 3) Tomato Masti Choicest Potatoes. Condiments and Added Flavor 4) Chat Chaska Choicest Potatoes. Chilly Powder. Ltd. Condiments and Added Flavor Mari Choicest Bananas.8 PRODUCTS OF BALAJI WAFERS Pvt. Spices and Condiments 2) Potato Wafers Salted Choicest Potatoes. Edible Oil. Iodized Salt. Iodized Salt. Edible Oil. Iodized Salt. Spices. Sr.3. Edible Oil.No. Chilly Powder.

Spices and Condiments 7) Farali Chevdo Choicest Potatoes. Chilly Powder. Chilly Powder. Edible Oil. and Iodized Salt 10) Masala Peas Choicest Peas. Spices and Condiments . Chilly Powder. Peanuts Splits. Chilly Powder. Spices and Condiments 9) Mung Dal Choicest Kidney Bean Splits. Iodized Salt. Iodized Salt. Iodized Salt. Edible Oil. Spices and Condiments 8) Chana Dal Choicest Gram Splits. Sugar Powder. Edible Oil. Edible Oil.6) Banana Wafers Masala Choicest Bananas. Iodized Salt. Edible Oil.

Sugar Powder.11) Shing Bhujia Peanuts. Roasted Gram Splits. Cumin Seeds. Edible Oil. Spices and Condiments Edible Oil. Black Gram Flour. Chilly Powder. Rice Flakes. Edible Oil. Starch. Peanut Splits. Sesame. Gram Flour. Spices and Condiments 15) Khatta Mix Mitha . Spices and Condiments 12) Ratlami Sev Gram Flour. Black Salt. Edible Oil. Spices and Condiments 13) Aloo Sev Potato Powder. Turmeric Powder. Ajowan. Iodized Salt. Peas. Curry Leaves. Curry Leaves. Coriander. Chilly Powder. Edible Oil. Spices and Condiments 14) Tikha Mitha Mix Gram Flour. Iodized Salt. Iodized Salt. Corn Flakes. Green Gram. Sago. Peanuts Splits. Iodized Salt. Amchur Powder. Gram Flour. Rice Flakes. Iodized Salt. Math Beans Flour. Corn Flakes. Mint Oil. Black Pepper. Gram Flour. Sugar Powder.

Spices and Condiments. Iodized Salt. Corn Meal. Tomato. Spices and Iodized Salt 17) Gathiya Gram Flour. Edible Oil. Iodized Salt. Added Flavor 19) Chatka Pataka (Masala Masti) Rice Meal. Added Flavor . Gram Flour. Corn Meal. Gram Flour. Edible Oil. Black Pepper.16) Masala Shing Choicest Roasted Peanuts. Ajowan and Iodized Salt 18) Chataka Pataka (Tangy Tomato) Rice Meal. Chilly Powder. Edible Oil. Spices and Condiments.

the manufacturer and retailer are separate firms. while the retailer may not want to bear the costs (or have the expertise) to provide product education. The wheel of network is devised under the ideal distribution channel network. A manufacturer may want to educate customers about its own product. While a manufacturer is devoted to its own products. That ensures to supply fresh product in any corner of Gujarat within 24 hours. You can have snack of Balaji in every 100 metres of area in Gujarat. This is natural since various members are separate firms with distinct business models. a retailer (and other distribution partners like "distributors") typically sells the products of many manufacturers. again.3. In fact. for example. a manufacturer who sells products through a retailer. At Balaji it is not just distribution but it is an euphemistic effort of team work.9 DISTRIBUTION NETWORK OF BALAJI When thinking about channels of distribution arrangements one must always remember that the goals of the various firms in the channels may diverge from one another. a retailer may simply be interested in pushing the products of any manufacturer that provides the highest margin. This is not surprising because. . Take.

Ltd.3. MANUFACTURER SOLE DISTRIBUTOR (KATARIA) SALES AGENCIES DEALERS RETAILERS CUSTOMERS Source: Balaji Wafers Pvt Ltd. .10 DISTRIBUTION CHANNEL OF BALAJI WAFERS Pvt.

The key marketing issues here are margins and consumer preferences. while volume contribution was 3. up from 2. with high visibility advertising and trade promotions.6% in 2002. snacks are ubiquitous. Keyur Virani says. competitors in the local potato chips market include brands like Frito Lay‟s peppy. “A range of snack products will be rolled out to other parts of the country in 3 to 4 years time”.11 MARKET DEVELOPMENT Apart from being easy to produce.7% in 2001. Industry sources estimates that the market at far higher tonnage and value.C. due to various reasons like Multiplex culture. The retail audit suggests that growth in this segment is seen largely as a reflection of consumer preference moving towards packaged goods. Mr. Banana Chips is a sub-segment that is also fast catching on. A predominantly southern phenomenon. Banana Chips now contribute approximately 3. pilferage-proof and catchy delivery system. pubs and bars ( where they are served free ). it is primarily the case of a commodity market largely turning packaged. Keyur Virani says Packaging is also playing a key role beyond being just a good. Uncle Chipps. . AC Nielsen‟s retail audit shows that the large sales volumes are due to a marked preference for ethnic foods. estimates that this category of food has a fair chance of growing by about 25% in the next two years. even in the city‟s notoriously crowded suburban trains. The Research and Development Director Mr. A look at the snack foods business shows that it is clearly targeted for ease of carrying and eating. A report by A. regional bias towards indigenous snacks and good value for money perception Further expansion plans are already in the pipeline for Balaji Wafers.1% to total branded sales of namkeen. For Potato Wafers. Nielsen India ( Retail ).3..V. Besides Balaji Wafers. snacking at home while watching T.

)  Kurkure  Samrat  A-top (Ajanta Groups)  Everest wafers  Haldiram  Uncle Chips  Sushma . For the Wafers Segment they have different competitors and for the namkeen segment they have different competitors Competitors in the Wafers and Namkeens Segment:  Lays wafers Cheetos Leher (PepsiCo)  Bingo (ITC LTD.3.12 COMPETITORS NAMKEEN OF THE BALAJI WAFERS AND There are two kinds of competitors which Balaji have to kept in mind while operating in the market.

 Musst Bite (Amul)  Munch Time  Hariom .

1) Strengths:  Financially sound : Balaji Wafers is a family-owned enterprise. . Everyone is capable of buying the best quality food at a reasonable price.3. Strengths and opportunities are fundamental and weaknesses and threats are transitory. So they are financially sound. They have sole distributor named “ KATARIA” and under him they have many sales agencies who are operating the whole market at regional . Four Brothers have started the company with 60% owner‟s capital and 40% loan. Within 24 hours they can supply fresh product in any corner of Guajrat.  Good quality at reasonable price : Balaji Wafer‟s main strength is the best quality at the reasonable price which is affordable by the all the classes of a society.  Quality of Raw Material : Balaji is importing raw material especially grains from China and Thailand. national as well as international level. So they have their own money in the business.13 SWOT OF THE COMPANY The study of this SWOT analysis shows that the „strengths‟ and „opportunities‟ far outweigh „weaknesses‟ and „threats‟. innovative approach (in product lines and marketing) and values (of quality/ethics). Excellent peanuts and bananas come from Gujarat and Western India and potatoes are come from the Central India.  Strong Channel of Distribution : Balaji is strong at their channel of distribution. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks).

Limited production capacity Balaji wafers have only one plant located in rajkot and they have huge market share in Gujarat region i. The cost of importing and the price at which they are importing the raw materials is higher than what if they will purchase from the local players. due to limited production Balaji is not able to expand there market in other regions of India and overseas. Very less spending on advertisement 3) Opportunities :  Balaji Wafers have an opportunity to make reach their products in some of the areas of the country where they still not reached. 90% in wafer market and 70% in namkeen market. . one is “A-top” from Ajanta Group and the Second is “Oreva” from the Orpat Group.e. are present in the snacks market  Balaji‟s main threat recently is emerging of new competitors.2) Weaknesses : Raw-Material Cost : Balaji is importing raw materials from the different areas of Gujarat and India for producing different products. and ITC LTD. So they must have to increase the number of countries as their customers. 4) Threats :  Giant players like PepsiCo.  At the international level they are exporting only to Dubai. So due to new competitors who also have very strong background Balaji have to take some steps to tackle them.

So. The first company who is exporting the wafers and namkeen products is Haldiram. . Balaji has started to export their snack products last year. Within few time period they have captured a good market in the Dubai due to its quality and lower price of the products. And they have select the first country for export is “DUBAI. Balaji is exporting 10% of their total production and they want to increase their exports with having a good domestic market which can be now possible through only expanding and increasing their plant capacity. it is the matter of pride for Balaji that they are also exporting the namkeens and wafers to the other countries. They are planning to export their food products to the other Asian countries and African Countries. Balaji is uses planes for exports.14 INFORMATION OF EXPORTS Balaji Wafers Private Limited is the second company who is exporting the namkeen products to the other countries. At every 20 days they have fill up the lot for the planes for exports to Dubai.3.

& other salty production are prepared in its fully automatic plant with bacteria free & stringent hygienic standers. The company will enhance its product range by adding some futuristic and Indian traditional taste company will plan to some extruded snacks and western products to their Global Market. The use of computer system ensures uniform quality & abviates the necessity for launch of human hands. Balaji is planning to introduce low fat and low calorific value snacks in market. The future plan is that company is now concentrating more on the Global Market.15 FUTURE PLANS Balaji Group perceive in growth rather say development to touch the sky. „ Business standard paper dated 10th September 2003 addressed Chandubhai virani as the „wafer sultan’ in the „meet your enter rear‟ column. banana wafers. Now a days Balaji Wafers operating in the market of Dubai at a global level. Recently company has acquired more space where its entire namkeen unit will be shifted. . COMPANY’’S ACHIEVEMENTS The company‟s food production like potato wafers.3. They are now concentrating more on the other Asian countries so that they can compete at the global level with the branded companies who are already in the international market with strong market share. Balaji Wafers Ranks “4th” in branch recognisation in India . The production environment is such which makes it possible to make the production less only & more ________________ According to the survey conducted by “ Times of India”.

155. brothers Virani first dirtied their hands in the diamond and agriculture kits business in the mid 1970s. 7 Their very own version of the Virani family drama. with almost 70% of the state‟s wafers market in its pocket. has all the masala of an entrepreneurial zing.BALAJI AND VIRANI Balaji and Virani -. err. Chandubhai. they never thought that one day they would give the MNCs a bite for their money. 20. what else? When four Virani brothers from Rajkot (Saurashtra) – Meghjibhai. managing director of Balaji Wafers Pvt.the combination sounds familiar.” he recalls. it should have been the other way round. when Balaji Telefilms promoter Jeetendra was still known as the Jumping Jack. Born to a farming family in the nondescript Dhundhoraji village in Jamnagar district. “I earned Rest. Later. The Virani family of Balaji Telefilms‟ soap Kyunki saas bhi kabhi bahu thi may be a household name. Because their Balaji saga actually started back in 1982. starting in Saurashtra‟s commercial club Rajkot in a dingy cinema hall canteen. The Virani‟s say they never quite borrowed the Virani – Balaji combo from TV. Balaji Wafers has emerged more than a munch for Pepsi‟s Frito – Lay. not reel. With Balaji snack foods. Says Chandubhai.Chandubhai and his brother Meghjibhai next took up jobs in Rajkot‟s Astron Cinema selling refreshments. Ltd. but here‟s an other Virani family from real. if at all. Bhikhubhai and Kanubhai – entered the snackfoods business two decades ago. 100 per month while my brother to ok home Rs. and a class X passout. But today. 000 capital our father gave us”. But lost the entire Rs. life that has stormed Gujarati homes. when the cinema owner Govindbhai handed over the canteen to them on . packet. “We tried trading in diamonds and agricultural kits. But that‟s where the similarity between the TV show and family business drama seems to end. But the effort ended in disaster.

Today. So even as the family sifted to a 750 sq. Viranies have build Rs.” says Chandubhai. Companies located in Mumbai could not meet the local demand. Noticing early on that potato wafers constituted 80% of the refreshment sale. the Viranies continue selling their sandwiches. though they rake in less than a fraction of their turnover.contract basis in 1976. 23 years ago. the brothers decided to turn that into their core business. The technology was sourced from the U. he had purchased 60 kg potatoes to make 15 kg of wafers. All that they say.S. but he turned out to be a shirker. It market estimates are to be believed. and U. with a little help from the dadies of his household who supplied him with exotic home made masala. turning nostalgic at thought of how. 1982 to 1992 while the business grew the revenues were small. Chandubhai introduced sandwiches. given the distribution constraints in those days. strongly advocating a do-it-yourself attitude towards business. However market estimates. Even. yard . instead. “We even managed to get a specialist cook. 150 Crore business out of potato wafers. so we decided to pitch in and make good of the supply gap. That‟s when Balaji was born. says that it could be around 125 Crore. with gradual automation that began in 1993 Balaji has the capacity to produce 1200 kg wafers per hour. Of course the brothers themselves refused to reveal the size of their profit and sales. is that in the first ten years. 8 “The demand for wafers was tremendous and the supply limited.” Sa ys Chandubhai. often. 15 Crore loan from corporation bank to mechanize production. So.K and Germany to help improve quality. The viranies even took a Rs. I had to slice potatoes and fry them myself. The sandwiches soon went on to prove an instant hit in the Saurashtra region.

. cleaning them. family members continued to do most of the processing including procuring potatoes. frying them and even packaging them.house in the city. they bought a rickshaw two years latter. From going about distributing the product on a moped.8 lakh loan form a bank. 1. A tempo was subsequently added with a Rs.

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