A

PROJECT REPORT
ON
ANALYSIS OF MARKET TREND OF SPICIES IN INDIA
(Submitted in the partial fulfilment for the award of degree)
IN
BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

SAYYED MOHD AMEED

ENROLLMENT NUMBER– 2020-334-168

BBA (2020-23)
Under Guidance Of
DR. WASEEM
KHAN

(Department Of Management, Jamia Hamdard)

CERTIFICATE
 Declaration By Student

I SAYYED MOHD AMEED student of Jamia Hamdard University in BBA 5rd

Semester hereby declare that the project entitled “MARKETING RESEARCH” At
HAMDARD LABORATORY is an original work developed and submitted by me
under the guidance of Professor DR. WASEEM KHAN in the academic year 2020-21.
The information submitted is genuine and practical to best of my knowledge.

SAYYED MOHD AMEED

ENROLLMENT NO: 2020-334-168

 ACKNOWLEDGEMENT
I owe a great many thanks to a great many people who helped and supported me during the writing
of this book.

My deepest thanks to our teacher DR. WASEEM KHAN the Guide of the project for guiding& and
correcting my documents with attention and care. He has taken pain to go through the project and
make necessary correction as and when needed.
I express my thanks to the Faculty of Management, Jamia Hamdard, New Delhi, for extending his
support.My deep sense of gratitude to Mr. ASHOK SHAH (Corporate Mentor) and Mr. ABHAY
SHRIVASTAV (ASM) Hamdard Laboratory for their support.

I would also thank my Institution and my faculty members without whom this project would have

been a distant reality. I also extend my heartfelt thanks to my family and well-wishers.

SAYYED MOHD AMEED

 EXECUTIVE SUMMARY
The Company: -
Hamdard is a compound word derived from Persian, which combines the words ‘hum’ (used in
the sense of ‘companion’) and ‘dard’ (meaning ‘pain). ‘Hamdard’ thus means ‘a companion in
pain’ and ‘sympathizer in suffering’

In 1906, in undivided India’s capital, Delhi, a devoted, determined, yet unworldly man,
Hakeem Hafiz Abdul Majeed, laid the foundation of the Hamdard Dawakhana. What started
as a small Unani Clinic in one of the by lanes of historic old Delhi, Hamdard has become
synonymous with integrity and high quality in the field of relatively inexpensive Unani
medicines.

But now Hamdard laboratories have divided into two different divisions: Hamdard Unani
Medicine and Hamdard Food Division.

I have done my internship with Hamdard food division. Some of the Product of Hamdard food
division is: - Roohafza, Isabgol, Saffron, Milk shake, Lassi, Fusion, Nariyal pani,
Orange and lemon Squash, Glucose D, Honey, Hing, Jam-e-shirin, and Olive Pomace
Oil etc.

Problem and Opportunities

As we all know India is known as the home of spices. Out of the 70 spices listed by international
organization for standard almost all of them are grown in India. Pepper, Cardamom, chillies,
Ginger, Turmeric and a number of spices seed and curry powder are some of the important
powders produced and exported from India. Hamdard food division saw the big opportunity in
the spices category and decided come up with. But the biggest problem is to know about the
spices market, what the trend is going on and what is the customer preference? So, This Project
report examines the trend of spices in the market 2022.

Methodology: -
This Project is to provide classification information about the spices trend with the different
region with the help of questionnaire. It is done on the basis of primary study as well as
secondary data.
TABLE OF CONTENT
S.NO Title Page.no
CERTFICATE
DECLARATION
ACKNOWLEDGEMENT
1 Chapter-1 8-11
Introduction (The Company)
• WHAT IS MARKITING
• 4Ps OF MARKETING
• What Is the Purpose of Marketing
• INDUSTRY OVERVIEW
• Why Is Marketing So Important
• ABOUT COMPANY
• VISION & MISSION
2 Chapter- 2 Overview of the project 12-20

3 Chapter -3 Research Methodology 21-28

 Types of Research
 Types Of Research Data

4 29-34
Chapter-4 Analysis & Interpretation

5 Chapter-5 Limitations & Conclusion 35-39

6 Suggestions 40

7 Reference 41

8 Appendices 42-49
WHAT IS MARKETING
Marketing refers to the activities of a business related to buying and selling a product or service. It
involves finding out what consumers want and determining whether it is possible to produce it at
the right price. The company then makes and sells it.

Marketing covers a vast area of business, including:

 how you communicate

 the brand
 the design
 pricing
 market research
 consumer psychology
 measuring effectiveness

The 4 Ps
Product
A product is defined as a bundle of attributes (features, functions, benefits, and uses) capable of
exchange or use, usually a mix of tangible and intangible forms.

Thus a product may be an idea, a physical entity (goods), or a service, or any combination of the
three. It exists for the purpose of exchange in the satisfaction of individual and organizational
objectives.

While the term “products and services” is occasionally used, product is a term that encompasses
both goods and services.

Price
Price is the formal ratio that indicates the quantity of money, goods, or services needed to acquire a
given quantity of goods or services.It is the amount a customer must pay to acquire a product.

Place (or Distribution)

Distribution refers to the act of carrying products to consumers. It is also used to describe the extent
of market coverage for a given product.

Promotion
Promotion includes tactics that encourage short-term purchase, influence trial and quantity of
purchase, and are very measurable in volume, share and profit.

Examples include coupons, sweepstakes, rebates, premiums, special packaging, cause-related

marketing and licensing.
 What Is the Purpose of Marketing
An important goal of marketing is propelling a company’s growth. This can be seen through attracting
and retaining new customers. 

 Companies may apply a number of different marketing strategies to achieve these goals. For instance,
matching products with customers' needs could involve personalization, prediction, and essentially
knowing the right problem to solve. 

 Another strategy is creating value through the customer experience. This is demonstrated through
efforts to elevate customer satisfaction and remove any difficulties with the product or service.

Why Is Marketing So Important

Marketing is important for a few reasons. First, marketing campaigns may be the first time a customer
interacts or is exposed to a company's product. A company has the opportunity to educate, promote, and
encourage potential buyers. Marketing also helps shape the brand image a company wants to convey.
For example, an outdoor camping gear company that wants to be known for its rugged, tough goods can
embark on specific campaigns that embody these traits and make these emotions memorable to
prospective customers.
 Industry overview
India is that the world’s largest spice producer. it's also the largest consumer and exporter of spices. the assembly of
different spices has been growing rapidly over the last few years. During 2020-21, the export of spices reached an all
time high both in terms useful and volume by registering a growth of 17% in US$ value terms and 30% in volume
terms.

During 2020-21, the only largest spice exported from India was chilli followed by mint products, cumin, spice oils and
oleoresins, and turmeric. Together these constitute almost 80% of the entire spices export from the country.

India produces about 75 of the 109 varieties listed by the world

organization for Standardization (ISO). the foremost produced
and exported spices are pepper, cardamom, chilli, ginger,
turmeric, coriander, cumin, celery, fennel, fenugreek, garlic,
nutmeg & mace, flavourer, spice oils and oleoresins. Out of
those spices, chilli, cumin, turmeric, ginger and coriander
structure about 76% of the total production.The largest spices
producing states in India are Madhya Pradesh, Rajasthan,
Gujarat, Andhra Pradesh , Telangana, Karnataka, Maharashtra,
Assam, Orissa, Uttar Pradesh , West Bengal , Tamil Nadu and
Kerala.

EXPORTS TREND

India is that the largest exporter of spice and spice items. For the year 2020-21, the country continued its upward trend
and exported spices worth US$ 4.18 billion, a 34% increase from the year 2019-20.

In February 2022, the exports of spices from India increased by

7.3% to US$ 291.17 million from US$ 271.4 million in January
2022. In 2020-21, India exported 1.76 million tonnes of spices.
This was a 46% increase from 2019-20 exports of 1.21 million
tonnes. From 2016-17 to 2020-21, the entire exported quantity
from India grew at a CAGR of 17%.For FY21, total volumes of
chilli, cumin, turmeric and ginger exports were 0.65, 0.3, 0.18
and 0.15 million tonnes.

During 2020-21, the export of chilli, ginger, cardamom (small

& large), coriander, turmeric, celery, cumin, fennel, fenugreek,
other seeds like ajwan seed, mustard, aniseed, nutmeg & mace;
other spices like asafoetida, tamarind, etc., expanded both in
value and volume as compared to 2019-20. Even the export of value-added products like spice oils & oleoresins grew
both in terms of value and volume; export of curry powder/paste increased in terms of value and export of mint products
increased

in terms of volume.

MAJOR EXPORT
DESTINATIONS

India exported
spices and spice
products 180

to
destinations
worldwide in 2020 -
21. the highest
destinations among
them were China,
USA, Bangladesh,
Thailand, the UAE,
Sri Lanka,
Malaysia, the UK,
Indonesia, and
Germany. These nine destinations comprised quite 70% of the total export earnings in 2020-21.

Spices worth Rs. 6,271.5 crores (US$ 791.5 million) were exported to China in 2020-21 which constituted 23% of the
general value exported. USA imported spices worth Rs. 4,650 crores (US$ 586.8 million) in 2020-21, constituting 17%
of the entire exported value from India. Bangladesh imported spices worth Rs. 2,512.8 crores (US$ 317.1 million)
from the country during the above period and it comprised 9% of the entire exported value from India. UAE exported
spices worth Rs. 1,653.0 crores (US$ 208.6 million) from India in 2020-21 which is 6% of the entire value exported.

Top Masala Company In India: Spices Brands

 ❖ About company…
Hamdard Laboratories (India), Following India's separation from Britain, "Hamdard" Unani branches were created
in Bangladesh (formerly East Pakistan) and Pakistan. Hamdard Laboratories is a Unani pharmaceutical company in
India. Hakeem Hafiz Abdul Majeed founded it in Delhi in 1906, and it became a waqf (non-profit trust) in 1948.
Sharbat Rooh Afza, Safi, Roghan Badam Shirin, Sualin, Joshina, and Cinkara are some of its best-selling goods. It is
connected to the Hamdard Foundation, a trust that supports a charitable education.

Hamdard Laboratories (India)

Type Non-profit

Industry , Food

Founded
1906 Healthcare

Headquarters New Delhi, India

Key people Hakeem Abdul Hameed

Products
Rooh Afza, Safi, Roghan
Badam Shirin,

Sualin, Joshina, Cinkara

Website
www.hamdard.in
 HAKEEM ABDUL MAJEED

HAKEEM ABDUL HAMEED

In Delhi, Hakeem Hafiz Abdul Majeed and the unani doctor Ansarullah Tabani created Hamdard Laboratories in 1906.
In Urdu, the name Hamdard means "fellow in suffering." (originally taken from Persian) In 1883, Hakim Hafiz Abdul
Majeed was born in India's Pilibhit City, Uttar Pradesh.
India to Sheikh Rahim Bakhsh in 1883. He is claimed to have memorised the entire Quran. He also looked into the
Persian and Urdu languages' roots. He then attained the highest rank in the unani medical system.
When did Hakim Hafiz Abdul Majeed get in touch with Hakim Zamal Khan, a man well known for his ability to
recognise therapeutic plants and who had a deep interest in herbs? In 1906, Abdul Majeed established a herbal
business at Hauz Qazi in Delhi and began making herbal medicines there after consulting with his wife. The little
herbal business evolved into a full-fledged manufacturing facility around 1920.
The Hamdard Foundation was established in 1964 to distribute firm revenues to advance societal goals. The business
donates all of its profits to the foundation.When Abdul Majeed passed away, his son Hakeem Abdul Hameed, then
fourteen; assumed control of Hamdard Laboratories.Hamdard Laboratories operates a manufacturing facility in
Manesar, Haryana, and a pair of facilities near Ghaziabad. Since it is thought to be utilised for blood cleansing, one of
its products, Safi, is in high demand in the nation

VISION & MISSION OF COMPANY

Our Vision: Empowering the Underpriviledged in India by providing equal opportunities at every stage in their lives.
Our Mission: Hamdard is committed to Institutional Building, Collaboration, Innovation and
Initiatives for Health, Education and Economic Empowerment of Society
17
My experience and role as an Marketing Research intern:
I choose Live internship project of spice I had a memorable experience from joining the internship
program-me at Hamdard laboratory. In addition company provided beat list in which one beat should be
selected by intern on daily basis using Sales force Automation (field assist) App and then visit different
outlets to ask questions from questionnaire. I had great opportunity to complete these tasks and learn
from them.
In these six weeks, I come to know how to manage time. Through the program-me, I broadened my
views and improved my communication skills. Besides, I found that having flexible mind is very
important in the business world.
Finally, I would like to give sincere thanks again to everyone in the organization who extended their
support in training me to complete this program-me. I believe that such experiences add some value to
my future career.

My contribution:
Every intern contributed very much but if we talk contribution of mine as an intern so I would like
to share some points which may help to understand my contribution:
Hamdard Laboratory (Food Division) 24/8/22 - Present
I am responsible to add new outlets in existing beat, manage outlets using sequence foot print
option, mark leave option, etc. and team coordinator for West Delhi intern. I Have been allocated
the area west Delhi. I covered total of 19 beats (40outleat per beat) That were
1. ASHOK NAGAR
2. HARI NAGAR
3. RAJOURI GARDEN
4. JANAKPURI
5. SUBHASH NAGAR
6. INDERPURI
7. KARAMPURA
8. KIRTI NAGR
9. MOTI NAGR
10. NARAINA
11. RAMESH NAGAR
12. CHOUKHANDI
13. HASTAL
14. MADIPUR
15. MAHAVEER NAGAR
19
 16. PACHIM VIHAR
17. PUNJABI BAGH
18. RAGHUVEER NAGAR
19. SHIVNAGAR

Role:
1. To know about different spices brands available in market.
2. To gather the information about the Schemes provided by different MNCs vs local brands.
3. To know margin in particular areas(beats) on spices.
4. To know retailer perspective and insights for Hamdard spices.
5. To find out productive and interested outlets for spices.
6. To know retailer purchase pattern and capacity.
7. To operate SFA app and continue market research.
8. Convincing retailers and solve their queries/issues.
I have made word file to show productive and interested outlets for selling Hamdard spice and mail
to Area sales manager (ASM) regarding inappropriate questions in questionnaire, and problem faced
by intern in handling APP.
I have also connected ASM with new distributor for spices. Many of time help salesperson in achieving
their target by convincing retailers.

Objectives of the research:

The primary objective of the study is to analysis how HAMDARD uses marketing strategies.

A. To suggest appropriate measures for improving marketing during uncertain events

B. To know about the awareness of marketing

C. To understand methods appropriate for marketing.

D. To suggest appropriate measures for improving marketing during uncertain events.

E. To know about the awareness of marketing

20
21
 Overview of the Project

Job description/ Job Role: -

In the Hamdard laboratories food division, my job role or live internship position was sales
and marketing executives. It was a field work, to know about the spices preference of the
customer in a particular region. I used to visit to the departmental store, mega mart and
chemist shops etc. During the training period, the company provided us their own mobile app,
named Field Assist on which I had to work daily and listed beats or areas on which I had to
visit twice sequencly and the total beat was 24 and my project location was West Delhi

22
 LISTED BEATS

The timing of internship was 10.00 am to 6.00 pm. Arriving at the location what I supposed to
do, firstly I used to open the app and select the beat on which I had to go with my ASM that
day and then select the store name to visit one by one. And add the new one which was not
listed in it
I used to visit the store with my ASM and greet them respectfully and to make them aware
about the spices ’or you can say a new product of the Hamdard food division and then used to
ask them some pre-describe question (from the questionnaire) about the market trend of the
spices in their local area.

23
24
HOW TO USE THE APP?

25
Step-3:

Step-4:

26
Step-5:

Step-6:

27
Step-7:

Step-8:

28
Step-9:

29
30
 Research Methodology
Research design: My research was both qualitative and quantitative in nature. Qualitative in the sense that the
attitude and the beliefs that the retailers has and which elements creates hurdle in the keeping spices in that outlet
or thereby influencing him/her or just clarifying his/her doubts creates a positive attitude in the minds of the
retailers and then in consumer regarding upcoming spices and also he/she wants from company to do proper
advertising of spices and branding on outlets to influence consumers.
Research design was Descriptive in nature as we are describing the market characteristics, basically in a specified
population and specified region. Also analysing the degree to which marketing variables are associated. The
purchasing pattern in region was considered. Also the market share in the regions was studied. Sampling
method: The approach that was followed Non Probability Sampling, as the whole population was divided into
exclusive subgroups and then the proportions of these subgroups in the population were identified.
Sample size: The sample size was 40 outlets per beat and 20 new if exist and total I captured 500 outlets in total.

Types of method used.

Primary data collection Methods: Primary data is basically fresh data collected by researcher before
secondary sources. Basically it involves survey and interviews.
So in this report I have gather information from interviewing retailers and survey.

Secondary Data Collection Methods: Secondary data is collected by an individual other than the actual user.
It means that the data or information is already available, and someone analyses it. The secondary data includes
newspapers, magazines, journal etc.
So in this report I have gather information from internet, company's official website and some screenshot
available.
Demographic detail: Research include survey which is comprises of question regarding topic of research
like spice related outlet, purchase pattern, mostly sold spice brand, etc. Respondents are from West Delhi.

31
32
Analysis and Interpretation
The survey response has been translated into MS excel for further quantitative analysis and
then result is, in India MDH is the market leader in the spices industries

 Spices brand Available in every outlet

Spices brand available at every outlet in West

Delhi

MDHGOLDIERAJESHMUNSHI PANNACATCHEVERESTRAJSHREEBADSHAH

 Most selling spices brand

Most selling brand in spices

MDHGOLDIERAJESHMUNSHI PANNACATCHEVERESTRAJSHREEBADSHAH

33
Most selling Size/SKU’s of Clove whole: -

most selling clove whole

100 size
90
80
70
60
50
40
30
20
10
0
50grams 100grams 200grams

Most selling size of cinnamon /cardamom whole:

most selling size of cinnamon/cardamom whole

50grams100grams200grams

34
Most selling size of Garam masala powder:

most selling garam masala size in West Delhi

100

80

60

40

20
Datenreihen1
0
50grams 100grams 200grams

Purchase pattern of spices per month:

Pu hase tern of pices of shopkeepers

pa
monthly

fortnightly

weekly

0 10 20 30 40 50 60
70

35
Price spend on per buy:

value of spices per visit /buy

80

70
60

50

40

30

20

10

0
less than 1000 1000-3000 3000-5000 5000sbove

36
Margin offered by different brands:

Margin offered by spices brand in West Delhi

60%

50%

40%

30%

20%

10%

0%
MDH GOLDIERAJESH MUNSHI CATCHEVERESTRAJSHREE BADSHAH
PANNA

37
38
 Limitations.
Sample size: sample size matters allot because when sample size is small then it will be
difficult to find significant relationships from the data, as statistical tests normally require
a larger sample size.
Lack of available and/or reliable data – because of lack of data it will limit the scope of analysis,
the size of sample, or it tends to be a critical obstruction in finding a pattern and an important
relationship.
Limited information: because of limited information available scope of market analysis limits and
creates obstruction in finding proper pattern.
Wrong address: Major issue was wrong address of outlets or fake outlet it take time to find those
outlets.
App glitch: Some time because of APP glitch like automatic submission of survey, login and
logout issue, automatic stop functioning.

39
40
 Conclusion
Marketing includes all the activities an organization embraces to attract clients and keep up
associations with them

Hamdard Laboratories (India), is a Unani pharmaceutical company in India (following the independence
of India from Britain, "Hamdard" Unani branches were established in Bangladesh (erstwhile East Pakistan)
and Pakistan). It was established in 1906 by Hakeem Hafiz Abdul Majeed in Delhi, and became a waqf (non-
profitable trust) in 1948. Some of its most popular products include SHARBAT ROOH AFZA, SAFI,
ROGHAN BADAM SHIRIN, SUALIN, JOSHINA AND CINKARA. It is associated with Hamdard
Foundation, a charitable educational trust.

MANISH SHAH is managing director at Hamdard laboratories India.

There is general arrangement that advanced media have incredibly affected the manner in
which an advertiser arrives at the present shopper. Advanced media allude to electronic media
that disperse data in computerized designs.

Business research methodology includes method used for any research. It includes primary
and secondary data collection method for research.

At last I conclude that during survey most of the respondents are facing some issue earlier
that’s why not willing to answer the question but after giving them time and resolving issue
they are ready to purchase Hamdard spices in future. Online medium and offline for
marketing is must to attract customers and retailers. Respondents also give suggestions to use
digital platform to promote products. Most of the respondents need maximum margin and
heavy advertisement to sell spices.

Hamdard have to choose marketing technique according to the scenario like digital marketing
and TV ads.

41
 Suggestion
Organizational needs- As the customer input is high the organization needs to increase its internal
capacity.
a) Attractive schemes-The organization should provide some attractive schemes to regular
customers in order to maintain customer loyalty.
b) Solve retailers issue quickly- when organization value their retailer there are more chance
of success like (MDH and Everest do they immediately solve issues, that’s why in many
areas retailers prefer these brands).
c) Take all type of retailers seriously- In many areas there are many retailers who has less
buying capacity but ready to buy Hamdard products.
d) Make product available on time- By providing products on time organization can make
customer as well as retailers happy.
e) Return policy- If return policy is good enough then it give sense of security to all
customers.
f) Focus more on digital marketing and advertisement- In today’s world digital marketing
is must to create awareness, demand, and attract consumers. Organization should focus
advertisement of product because if customer sees anything repeatedly then it increases
chance of buying that product.
g) Promotion of new and old products- By using digital platform or other it make customer
believe that the product is of good quality and reliable. By updating about products on
digital platform it helps in maintaining goodwill of company.
h) Use digital platform to know customers taste and preferences- Mostly Company know
use digital platform to know customers preferences and provide products according to it.
i) Don’t be seasonal bee- Mostly retailers don’t like that company who is push sales during
off season, don’t consider value of retailers during season.

42
 References
• https://en.wikipedia.org/wiki/Hamdard_India
• https://hamdard.com/
• 4Ps of marketing: https://www.ama.org/the-definition-of-marketing-what-is-
marketing/
• About marketing: https://marketbusinessnews.com/financial-
glossary/marketing-definition-meaning/
• (NCERT book of business studies and from website)

• Industry overview: https://www.ibef.org/exports/spice-

industryindias#:~:text=The%20five%2Dyear%20CAGR%20of,1.76%20million%2
0tonnes%20of%20spices.

• https://visual.ly/community/Infographics/food/india-land-spices

43
Appendices

44
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50
51
THANK
YOU

52