Group philosophy

360 Degree Good Karma

At Sarveshwar, the Himalayas are at the centre of our
philosophy and our work. The tenets of karma and a
satvic lifestyle drive all our efforts.

The concept of karma says that all our actions have their
consequences — what goes around comes around.When we mean well and do good, we are
rewarded with happiness, peace and contentment.

And so, we try our best to be conscious of our thoughts and actions towards everyone we
connect with — our farmers, employees, consumers, guests, and their families.This is our
philosophy of 360° good karma — the best
intentions in every direction.

We believe that this idea is embodied through a satvic lifestyle, a conscious choice to be
spiritual, live healthy,and help others, typical of the majestic mountains we call our home.
When you consume Sarveshwar foods, you consume satvic produce — food that has been
grown asnature intended it, using the best traditions of centuries old farming, with the utmost
respect for the grain

The Promoters
Mr Suraj Prakash Gupta and Mr Rohit Gupta

Ours has been a family-run business for over a hundred years, and we are proud to be a
household name in Jammu and Kashmir. We were the rice suppliers to the royal family of
Jammu, and catered to the needs of the Indian army after Independence.

The business was founded by the late Shri Mulamal Ji in 1890, and his son the late Shri Isher
Dass Gupta took it into the second quarter of the last century. The group further expanded
under the vision of the current chairman, Shri Suraj Prakash Gupta (Papaji), who gave it a
new direction. Currently owned and managed by the fourth generation of the family and
supported by a team of able professionals, the company is run bearing in mind Papaji’s
philosophy of a satvic,conscious lifestyle.

With over 100 years of experience in sourcing and processing of traditional Basmati rice,
Sarveshwar is an amalgam of centuries old values and traditional farming, modern
manufacturing processes and state-of-the-art quality systems

Major Milestones
2007

Plant at Seora

Setting up of the plant at Seora with 6 TPH Milling Capacity

2010

Awards & New Ventures

Best Industry award 2010 presented by former Chief Minister of Jammu & Kashmir, Mr.
Omar Abdullah.Setting up of a plant at SIDCO. In Subsidary, Sarveshwar Overseas Limited
with 8 TPH milling capacity.Foray into Organic products

2013

Certification & Trademark

Certifications from Agricultural & Processed Food Products Development Authority

( APEDA) for registering certain products.Registration of “Sarveshwar” as a trademark with
the Canadian Intellectual Property Office

2014

Trademark in US

Registration of “Sarveshwar” as a trademark with the United States Patent and Trademark
Office.

2015

Export of Rice to China

Certification that Rice milling and processing at Unit 1 (Seora) has been verified and granted
registration for Export of Rice to China

2016

HACCP Accredition

British Retail Consortium (BRC)for Food safety of both facilities are also Hazard Analysis
and Critical Control Point (HACCP) accredited by the British Standards Institution

2017

Flagship Organic Stores

Launch of Flagship retail store in Jammu for Organic products – “NIMBARK Organic
Store”. Global Food Safety Initiative (GFSI) certification from Costco Wholesale, USA.

2018

Listing on NSE Emerge

Listed the Company share on NSE Emerge in March 2018

Our Products

Our product range includes the complete range of Indian traditional Basmati rice, 1121
Basmati Rice, Pusa Basmati Rice, Sharbati Rice, PR 11 rice, IR 8 rice, and so on.
Our products are available in numerous packaging sizes: from 1 kg, 2 kg, 5 kg and 10 kg, to
larger packs of 20 kg and 25 kg. We offer different packaging options, such as PP bags,
HDPE bags, non-woven fabric bags and jute bags.
Packing and packaging is done in a fully automated plant with inert gas flushing, untouched
by human hands.Our plant is also equipped with metal detectors for detection of ferrous and
non-ferrous metals, if any, at the final stage of packaging. Our processes retain the natural
flavour, freshness and aroma of the rice.

Basmati Rice

Basmati brown rice, Basmati raw rice, Basmati steam rice, Basmati silky raw rice,Basmati
white parboiled rice,Basmati golden parboiled rice
 Non Basmati Rice

Indian long / medium / short grain white raw rice,Indian long / medium / short grain white
parboiled rice,Indian long / medium / short grain golden parboiled rice,Indian long /
medium / short grain brown rice

Sarveshwar Traditional Basmati Rice is distinguished by its

unique aroma, long length and fluffiness.

Sarveshwar Super Basmati Rice is traditional finest authentic

Basmati rice, with a distinct aroma and taste, grown in Jammu & Kashmir.

Sarveshwar Ultra Long Basmati Rice is distinguished by its extra length and is especially
suitable for Biryani dishes.

Process
Sarveshwar’s Traditional Basmati rice is known as “the queen of fragrance”. We bring
you the purest original grains grown in home conditions in the foothills of the Himalayas.
The ideal climate and traditional cultivation
methods help develop the unique aroma, taste and texture of our rice. Our approach
from sowing to consuming remains true to our values so that our consumers have the
finest quality Basmati, grown with the utmost care.

Sourcing is done from the original Basmati habitat,where the grain is nurtured by crystal
clear Himalayan snowmelt.

Each grain is selected carefully by passing it through expert quality benchmarks.

The grain is aged and rested in natural conditions to attain the highest levels of uniformity
and stability.Milling and packing is done using the latest worldclass techniques to keep the
natural aroma, taste and texture intact.
Whitening and Polishing
During the whitening and polishing processes, the bran is removed from brown rice, which
increases its shelf life and enhances its appearance. Bühler’s whitening and polishing
equipment helps us enhance several rice quality parameters and helps attain an excellent rice
grain surface by using high yield and hygienic processes for uniform and gentle whitening
and intensive cooling.

Parboiling
At our steam plant, raw paddy is made to pass through steam that imparts a special colour and
aroma. We also have a sella (parboiled) rice plant, where raw paddy is soaked in water for a
carefully calibrated period of time, depending on the colour requirements of the customer.

Inspection
Optical inspection of the grains is undertaken at our rice mill, during which all discoloured
grains and chalky kernels are removed, leaving behind only the highest grade of produce. The
Bühler Latest Series Sortex is a revolution
in optical sorting, with features that facilitate the highest sorting efficiency, minimum product
loss, sorting capacities to match different needs, and broken rice monitoring.

Hygiene and Storage

To ensure complete hygiene and sanitation, all our products are packed and packaged in our
fully automated plant with inert gas flushing and vacuum packaging,untouched by human
hands. We make sure that our processes retain the natural flavour, freshness and aroma of the
rice. Our packing plant is equipped with devices for detection of any metal contamination for
ferrous and non-ferrous metals, if any. The packing machinery used is compliant with
HACCP and GMP guidelines.

Packaging
Our processing and packaging zones have been constructed in a 2 lac square feet area. The
company has a storage capacity of 300,000 square feet, with a milling capacity of over 300
metric tonnes per day.
Global Presence

Indian Presence
2 Evolution of the System : The Distribution System of Sarvshwar Foods has been evolved
over the 100+ years of Company Legacy.
It contains the following important Pillar’s
1. Distributor : These are the Channel Partners appointed after careful scrutiny and
diligence. These are primarily appointed in locations which are geographically far
away from the Factory and we need to reach our goods in the most cost effective
way to the End Customers.
2. Wholesalers : These are majorly the Big Kirana Outlets or Exclusive Rice Outlets
which provide the Best Value for money to the End Customer.
 3. Semi Wholealers: These are the Outlets which are primarily giving Business more
than the Retailers but less than the Wholesalers. A Separate Entity is formed by
pricing to support this Segment.
4. Retailers: These are the General Kirana Outlets which we Service to make Our
Products Reach the End Consumer.

Monitoring and Control of the System: The System is Monitored and Controlled by a Team
of ASM’s,TSH’s and TSM”s headed by a Sales Manager.
The Key functions of the Team are:
1. To book Sales Orders from the Trade and forward them to the Dispatch department
through the sales Coordinator.
2. Liasioning with Production,Dispatch Department for Maintainance of the SKU Wise
Stock availability as per Market Demand.
3. Receipt of Orders from the market to be submitted to the Dispatch Department
through the sales Coordinator.
4. To follow the Daily Beat Plan of the Sales Personal.
5. To get the Collection done as per the Company Norms.
6. Implementation of the Price Changes as and when adviced by the Management.
7. Financial Reconciliation on Monthly Basis of Ledgers with Finance.
8. Replacement of Damaged Goods after getting approval.

Research Objective:
1.To understand the buying behavior of the Trade and Customers including the Retailers
and Distributor’s.
2.To understand the Credit Facility,Payment terms of the Trade.
3.To Study the Advertisement trends in the Market.
4.To understand the preferences in Packaging by the Customer’s and Trade.
5. To undersatand the Various Age Groups in Deciding the Buying of the particular
Product.
6. To study the impact of Online Presence in the overall Business
Scope of Study:
Customer's Retailer's Distributor's
Jamm Jamm Jamm
u Kashmir u Kashmir u Kashmir
           
4Research Methodology:
4a)Research Design: It was an Exploratory Research by Questionnaire Method
4b)Source of Data:
Primary Data: Primary Data was collected by interbiewing Customers,Retailers and
Distributor’s.
Secondary Data: By Available Online Tools like Google and other avilaable Data of Charts
and Map’s.
4c)Method & Technique of Data Collection:
We conducted interviews on a Non probabilistic basis.
The Technique used was Questionnare method for Primary Data Collection. The Target
Groups were Customer’s,Retailer’s and Distributor’s of J & K.
4d)Type of Questionnare:
It was a Non Disguised structured questionnaire with questions both Open Ended and Close
Ended.
The Qustionnaire included
Payment Terms
Purchasing Pattern
Quality
Taste
Advertising
Packaging
4e)Basis of Data Analysis:
Quantitative
Qualitative
4f)Basis of Recommendation:
Market Potentiality
Cost & Benefit Analysis
Opportunity In New Markets
Rural Penetration

4g)Limitations:
Due to Covid 19 it was a Work from Home project where the survey and all the activities
were conducted telephonically with the support of Digital tools available on Internet and
data collection from Sites like Google and a periodic Video Conference session with the
Stakeholders.

J & K Marketing Plan

1. To focus on Both ATL & BTL activities to drive the incremental Business Volumes with the
support of Marketing.
2. To Work on Customer/Retailer Centric Schemes like Key Chains,Rough Note books,Wall
Clocks,T Shirts,Caps,Free Sampling in Small Packs.
 3. For Retailer/Distributor’s Scheme like TV, Fridge,Mobile Phones,Car,Silver & Gold Items on
achievement of Time Bound Sales target.
4. In Shoppee Display Scheme for Retailer’s.
5. Glow Sign Boards/Flex Boards on Key Outlets and All the Distributor Point’s.
6. Advertisement in Key News Paper’s,Radio,Cable TV with Dangeler’s and Hoarding’s in Key
Location’s.

J & K Launch Plan(Product)

To Launch a New Product we require a J & K Area Sales Manager,under him One Sales
Officer in Jammu and Kashmir each,Under them to appoint 2 Sales Executive each and
divide the Territory in this team District,Tehsil & Block wise.
After that to appoint District Level Distributor’s ,Tehsil Level Wholesaler’s and Block Level
Semi Wholesaler’s. Additionally to appoint Retailer’s in all the Key Locations.
ASM to supervise the Sales,Marketing,Dispatches,Collection,Claim settlement,account
reconciliation and other issues pertaining to the Business on a Monthly Basis with Quarterly
reconciliation with the Distributor’s.
Additionally the ASM need’s to review the Business andUpdate the Head Office on a Regular
Basis.
Analysis of consumer

This collected data from 32 individuals, 20 of whom were from Jammu and 12 from
Kashmir.
Analysis of retailers