NAME: ARINDAM MAJUMDER

PRN NO: DM17F08

DIVISION: PGDM 6
BATCH: 2017-19
FINAL PROJECT: PATANJALI DANT KANTI
 SECTOR INFORMATION OF FMCG
INTRODUCTION:
• The urban segment (accounts for a revenue share of around 60 per cent) is the largest contributor to the overall revenue generated
by the FMCG sector in India and recorded a industry size of around US$ 29.4 billion in 2016-17.

• In the last few years, the FMCG market has grown at a faster pace in rural India compared with urban India. Semi-urban and rural
segments are growing at a rapid pace and FMCG products account for 50 per cent of total rural spending.

INDUSTRY SIZE:

FMCG INDUSTRY SIZE IN INDIA(US$ BILLION) RURAL FMCG MARKET IN INDIA (US$ BILLION)
120 120

100 100
103.7
100

80 80

60 60

49.9 40
40 44.9 46.5 47.8
41.1
34.2 20 29.4
20 30.2
21.3 24.2 16.2 18.92
17.8 9.2 10.4 12.3 13 14.8
15.7 0
0 2009 2010 2011 2012 2013 2014 2015 2016 2025
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2020
 COMPANY INFORMATION OF PATANJALI AYURVED LIMITED
INTRODUCTION:
• NAME: Patanjali Ayurveda Limited
• ORIGINATED: Patanjali Ayurved Limited Started In 2007, (Initiated In 1997)
• FOUNDER: It Was Founded By Acharya Balkrishna & Yoga Guru Ramdev
• MANUFACTURING AND HEADQUARTERS: Haridwar
YEAR WISE REVENUES (IN RS CRORE)
• REGISTERED OFFICE: Delhi 12000

• HEAD DIRECTOR: Mukta Nand 10000

• MANAGING DIRECTOR: Acharya Balkrishna 8000

• COMPANY TYPE: Unlisted Public Company 6000

• CATEGORY: Company Ltd. By Shares 4000

• SUB CATEGORY: Indian Non-govt. Co. 2000

• INDUSTRY TYPE: Indian Manufacturing FMCG Company 0

REVENUES (IN RS CORER)
• TURNOVER: Rs. 5000 Crore For The Fiscal 2015-2016 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016- 17

• REVENUE: Approx. Rs.10,651 Corers (2016-2017)

• PRODUCTS: More Than 398
• OBJECTIVE: Sell FMCG, Herbal And Ayurvedic Products At A Cheaper Price Than Competitors
 THE BUSINESS MODEL OF PATANJALI AYURVEDA LIMITED

• Business model of Patanjali is nothing but using the good crowd generated by Baba Ramdev to sell the products
to the followers first.
• Patanjali’s current business model of offering ‘all-natural’ products, at steep price discounts of anywhere between
10 and 30 per cent to competing MNC brands helped to increase the market share.
• The company’s umbrella branding strategy helped it gain loyal consumers among Ramdev’s followers and those
with a yen for “swadeshi” products.
• Patanjali Yog Samiti has 1 lakh branches, and 5 lakh teachers. Across India, there are 10,000 Patanjali
Chikitsalaya and Aarogya Kendras. The people who come to their yoga camps are ready market to them. Added
to that all kind of Swadesh prachar of Baba Ramdev.
• Its centralized mega-facility in Haridwar, the firm churned out as much as its customers demanded.
• The company kicked off a television and print advertising campaign, forged alliances with big-box retailers like
the Future group and entered the e-commerce channel.
 FUNCTIONS OF HR MANAGER IN PATANJALI AYURVED LIMITED

MANGERIAL FUNCTION
PLANNING ANALYTICAL FUNCTION STRATEGIC FUNCTION
ORGANIZING HR – CONSULTATION HR -OUTSOURCING
DIRECTING HR - RESEARCH HR –STRATEGY
DECISION -MAKING

ORGANIZATIONAL FUNCTION DEVELOPMENT FUNCTION

MAINTENANCE EMPLOYEE RELATIONSHIP
HUMAN RESOURCE POLICY
CONTROLLING WORK CULTURE
CAREER PLANNING
HR-ACQUISITION
TRAININ & DEVELOPMENT
HR –PLANNING
PERFORMANCE MANAGMENT
BUDGET
RECRUITMENT & SELECTION PROCESS OF PATANJALI AYURVED LIMITED

Identification Selection Reference and

Background
and verification decision checks

Physical
Sourcing Examinations Job Offer

Employment Contract Of
Screening Employment
Interview

Evaluation Of
Preliminary
interview Selection tests Selection
Program
JOB DESCRIPTIONS AND JOB SPECIFICATIONS REQUIRED FOR MARKETING PROFILE IN THE COMPANY

JOB DESCRIPTION
• Job summary: To forecast demand and sales
sell products by convincing the consumers and
achieve the targets by managing the sales team
• Job duties & responsibility:
- Set goals of a organization
- Analyzing the data
JOB SPECIFICATION
- Motivate employees
• Communication
- To analyze and interpret sales data to inform
• Customer centric tendency
sales strategies
• Team work
• Problem solving
• Personal management
• Performance management
JOB DESCRIPTIONS AND JOB SPECIFICATIONS REQUIRED FOR FINANCE PROFILE IN THE COMPANY

JOB DESCRIPTION
• Balance sheet finalization
• Fund planning
• Budgeting
• Auditing
• Forecasting
JOB SPECIFICATION
• Working capital management
• Presentation skills with technical knowledge
• Advanced excel skills
• Financial analysis & forecasting
• Ability to work under pressure
• Plan /prioritize workload
JOB DESCRIPTIONS AND JOB SPECIFICATIONS REQUIRED FOR HR PROFILE IN THE COMPANY

JOB DESCRIPTION
• Strong effective communication in writing
• Highly developed, demonstrated teamwork skills
• Interpersonal interaction
• Ability to increase productivity JOB SPECIFICATIONS
• Dealing with “reasonable accommodation”
• Negotiation skills
• Discrete & ethical skills
• Expert in employment law to keep the company
safe from lawsuits
• Ability to work well in consolation with an
employment law attorney
TRAINING METHODS PROVIDED BY PATANJALI AYURVED LIMITED FOR DIFFERENT JOB PROFILES

FINANCE JOB PROFILE

MARKETING JOB PROFILE

HR JOB PROFILE ON THE JOB TRAINING

ON THE JOB TRAINING
• Coaching
• Coaching
ON THE JOB TRAINING • Job Rotation
• Special Assignment
• Coaching • Special Assignment
OFF THE JOB TRAINING
• Special Assignment OFF THE JOB TRAINING
• Case Study Method
• Management Games OFF THE JOB TRAINING • Case Study Method
• Role playing • University Related Programs • Management Games
• Behavior modeling • Outside Seniors • Role playing
• Role playing • Behavior modeling
• Behavior modeling
 PERFORMANCE APPRAISAL MODEL OF PATANKALI AYURVED LIMITED

TOP PERFORMERS: Reward and recognition

AVERAGE PERFORMERS: Motivate, training
BELOW PERFORMERS: Performer’s Improvement Plan (P.I.P.) SETTING
PERFORMAN
CE
STANDARDS

COMMUNICAT
TAKING
ING
CORRECTIVE
STANDARDS
STANDAREDS

DISCUSSING MEASURING
RESULTS STANDARDS

COMPARING
STANDARDS
CAREER PLANNING IN PATANJALI AYURVED LIMITED
 COST TO COMPANY STRUCTURE

CTC 1050000 CTC 2366000 CTC 458000

BASIC 420000 BASIC 946400 BASIC 183200

D.A. 42000 D.A. 94640 D.A. 18320

H.R.A. 184800 H.R.A. 416416 H.R.A. 80608

CONVEYANCE ALLOWANCE 19200 CONVEYANCE ALLOWANCE 19200 CONVEYANCE ALLOWANCE 19200

CHILD EDUCATION 2400 CHILD EDUCATION 2400 CHILD EDUCATION 2400

CHILD HOSTEL 7200 CHILD HOSTEL 7200 CHILD HOSTEL 7200

P.F. 55440 P.F. 124924.8 P.F. 24182.4
L.T.A 35000 L.T.A 78866.66667 L.T.A 15266.66667
MEDICAL REIMBURSMENT 1500 MEDICAL REIMBURSMENT 1500 MEDICAL REIMBURSMENT 1500
GRATURITY 133269.2308 GRATURITY 300300 GRATURITY 58130.76923
900809.2308 1991847.467 410007.8359
PLI 149190.7692 PLI 374152.5333 PLI 47992.1641
IN HAND 805850.7692 IN HAND 1815850.4 IN HAND 351504.4308
 EMPLOYEE BENEFITS PROVIDED BY PATANJALI COMPANY

PAYMENT FOR TIME NOT WORKED EMPLOYEE SECURITY INSURANCE BENEFITS

VACATION SEVERANCE PAY LIFE INSURANCE
HOLIDAYS LAY-OFF
SICK LEAVE RETRENCHMENT COMPENSATION
SHIFTS PREMIUM SUPPLEMENTARY BENEFITS

HEALTH BENEFITS WELFARE FACILITIES OLD AGE AND RETIREMENT BENEFITS

MEDICAL INSURANCE EDUCATIONAL ASSISTANCE PROVIDENT FUND
MANAGED CARE LEGAL ASSISTANCE DEPOSIT LINKED INSURANCE
HEALTH MAINTENANCE FINANCIAL SERVICES MEDICAL BENEFIT
ORGANIZATION GRATUITY
 EMPLOYEE RETENTION POLICY OF PATANJALI AYURVED LIMITED
ORGANIZATION ENVIRONMENT: It is not about managing retention. It is about managing people. If an organization

manages people well, employee retention will take care of itself. Employee want to work for an organization which

provides

- Appreciation for the work done

- Good culture of a organization

- A friendly and cooperative environment

- A feeling that the organization is second home to the employee

GROWTH: Growth of employees, basically talking about step wise promotion of employees.

COMPENSATION: Compensation packages vary from industry to industry. So an attractive compensation package plays

a critical role in retaining the employees. Like Salary, Bonus, Health insurance, After retirement

SUPPORT: It means motivate employees and make them more organization goal oriented.