TABLE CONTENT

CHAPTER TITLE P No
NO

I 1.1 INTRODUCTION ABOUT THE TRAINING

1.2 Objectives of the internship
1.3 Company profile
1.4 Industry profile
1.5 Limitations of the internship
II 2. FUNCTIONS OF DEPRTMENT
2.1 Production Department
2.2 Human resource Department
2.3 Marketing Department
2.4 Financial Department
III 3. CONCLUSION
IV APPENDICES

Reference

i
 CHAPTER – I

1. INTRODUCTION

1.1 INTRODUCTION OF THE TRAINING

This is a pure applied part of my two month, summer training. It has been purely
a practical exposure to real business in general. Through the entire tenure of summer training
have learned the practical implication of business. I must say that after completing one year
of my studies was quite familiar with the business environment, but through this practical
exposure that is summer training which enable me to get an in depth sight of the reality show
of the business.

I came to know the real technique of marketing and what is the real picture of
marketing in the corporate world. Firstly, I had to do a hard core marketing of Product of
ceramics with regard and Endeka ceramics and others. Further I had to chooser a
methodology which is best suitable for dairy market in. In this hard core selling we have to
impress the distributors and retailers to purchase the deep freezer available with schemes just
to increase the market share of the product of Endeka ceramics. Through which I could
achieve the market share.

1
1.2 OBJECTIVES OF THE TRAINING

1. To study the functional areas of ceramics production department, Human resource

department, Marketing department and finance department
2. To know about the production and manufacturing of Endeka Ceramics.
3. To know about the function carried out in various departments in Hosur.
4. To study about the products of the company.
5. To study the structure of various Departments and its functions in this organization
6. To know about dairy industry as a whole and in particularly in Hosur district
7. To understand the operations of the various Departments within the company.
8. To employees the skill and abilities of the work efficiently.

2
1.3 COMPANY PROFILE

Endeka Ceramics India Private Limited is a Private incorporated on 24 August 1994.

It is classified as Non-govt company and is registered at Registrar of Companies, Bangalore.
Its authorized share capital is Rs. 806,438,270 and its paid up capital is Rs. 788,729,730. It is
inolved in Manufacture of non-metallic mineral products n.e.c.
Endeka Ceramics India Private Limited's Annual General Meeting (AGM) was last held on
28 August 2019 and as per records from Ministry of Corporate Affairs (MCA), its balance
sheet was last filed on 31 March 2019.

Company's authorized capital stands at Rs 8064.38 lakhs and has 97.80411% paid-up
capital which is Rs 7887.3 lakhs. Endeka Ceramics India Private Limited last annual general
meet (AGM) happened on 21 Sep, 2017. The company last updated its financials on 31 Mar,
2017 as per Ministry of Corporate Affairs (MCA).

Endeka Ceramics India Private Limited is majorly in Community, personal & Social
Services business from last 27 years and currently, company operations are active.

Directors of Endeka Ceramics India Private Limited are Xiao Fei, Anil Kumar Easo,
Neelakantan Subramanian, Ganesh Bhat, Ying Kam Sang Lincoln.
Endeka Ceramics India Private Limited's Corporate Identification Number is (CIN)
U26914KA1994PTC016130 and its registration number is 16130.

Endeka Ceramics is a leading global supplier of raw materials and intermediate

products to the ceramic industries. It supplies decorative materials for ceramic products,
mainly to the tile industry. Endeka Ceramics' leadership in the market is supported by two
business related segments.

Word is rising every days building and constructions are growing. Our mission is to
connect all building material suppliers across the word. Tiles Store basically focus to
highlight all Indian tiles manufacturer and give them opportunity to connect worldwide
suppliers and importers, ultimately it unlock opportunities to expand business worldwide.
Tiles Store has directory to provide better way to search tiles product suppliers,
traders, exporters, importers, manufacturers etc. currently we focus on following countries
American Samoa, Bahrain, Brazil, China, Egypt, Ghana, India, Iran (Islamic Republic of),
Italy, Malaysia, New Zealand, Poland, Spain, Sri Lanka, Tanzania, United Republic of

3
Turkey, United Arab Emirates, United Kingdom, United States, Viet Nam, Wallis and Futuna
Islands etc..
VISION

Broadening new horizons’ will give ENDEKA CERAMICS omnidirectional growth

perspective. It will incept the transformation of the company from domestic to global
company. We’re enriching India’s financial backbone, strengthening India’s capabilities and
committing a higher global imprint–for ourselves and our country.

CORE VALUES

Our Core values make stood us as a class instead of mass. Attitude of revolution is the
core of the organization’s DNA and plays a apex role in achieving value to our customers
through intensive emphatic approach on technology & value addition. To be committed
to look after to the requirements of our customers, associates and business partners and
giving space to their value. To be committed to an enterprising approach that gears up the
vertical growth of our companies.

QUALITY POLICY

Progressively strive to upscale the throughput of our quality system and elevating the
product design Acquisition every processing & testing phase to maintain up to the mark
quality. Adhering to human resource management for the quality system management

Company Details

CIN U26914KA1994PTC016130

Company Name ENDEKA CERAMICS INDIA PRIVATE LIMITED

Company Status Active

RoC RoC-Bangalore

Registration Number 16130

Company Category Company limited by Shares

Company Sub Category Non-govt company

4
 CIN U26914KA1994PTC016130

Class of Company Private

Date of Incorporation 24 August 1994

Age of Company 26 years, 5 month, 26 days

Activity Manufacture of non-metallic mineral products n.e.c.

companies involved in same activity.

Directors of ENDEKA CERAMICS INDIA PRIVATE LIMITED

Name Designation

ANIL KUMAR EASO

Managing Director

XIAO FEI
Director

GANESH BHAT
Whole-time Director

NEELAKANTAN SUBRAMANIAN
Director

YING KAM SANG LINCOLN

Director

Company Features

Employee Count - 480 employees

Company Type - SMEs/MSME

Sector - Private Sector

5
Industry Type

Industry - Chemical

Sub Industry - Industrial Chemicals

Services - Ceramics, Zircosil, Oximet

PRODUCT PROFILE

GLAZES TITE:

Endeka Ceramics produces glazes for every applicative technology and firing
cycles presents in tile production.
They are mainly used in liquid form and are applied over ceramic bodies with the same
applicative systems adopted on the glazing line: bell, vela, disk, double disk and spray
gun.
They are commercialized as compounds or as milled glazes, to be used in slips or
as either neutral or dyed silkscreen for ceramic tile decoration with the systems currently
in use: Rotocolor (System), Rollprint (TECNOITALIA), and others.

TABLE WARE:

we offer a wide range of prepared glazes for bone china, earthenware, stoneware,
fine china & hotel ware. our glazes offer excellent rheological stability and are suitable for
all the major application processes: hand & machine, spray & dip. They are well known
for their wide firing range and robust tolerance to all common manufacturing defects.

6
Firing can be accomplished in a wide range of kiln types. The inherent flatness and high -
gloss qualities of our glazes give them a superior brilliance. Our glazes support the full
range of decoration techniques, making them the ideal choice of the designer. endekas'
ceramic glazes meet and exceed all relevant test protocols to give excellent service life.

WHITE TILE BODY:

As a major materials supplier to the ceramics industry endeka produces a range of

ceramic bodies designed to meet the requirements of the sanitary ware, tableware &
electrical porcelain markets. A full range of bodies are available for use in all applications
produced in:

 Body slip, filter cake, & pug roll forms.

 to a consistent high quality
 with first class technical support
 Offering prompt delivery of standard products from stock.

Top Competitors of Endeka Ceramics

1. AGROB BUCHTAL
2. Zircoa
3. IPS Ceramics
4. Amtrade International
5. Miles Macadam Construction and Surfacing
6. Hard-face
7. Du-Co Ceramics
8. ACS International

7
COMPETITORS

ADDRESS

ENDEKA CERAMICS

Plot No’s 74 and 75

SIPCOT - Phase II

Electronics Complex,

Kumudepalli Post Hosur Tamil Nadu, 635109

8
1.4 INDUSTRY PROFILE

Ceramic Tiles Industry in India

Ceramic Tiles today have become an integral part of home improvement. It can make
a huge difference to the way your interiors and outdoors look and express. The Indian tile
industry, despite an overall slowdown of the economy continues to grow at a healthy 15% per
annum. Investments in the last 5 years have aggregated over Rs. 5000 crores. The overall size
of the Indian ceramic tile industry is approximately Rs 18,000 crore (FY12). The production
during 2011-12 stood at approx. 600 million square meters.

The Indian tile industry is divided into organized and unorganized sector. The
organized sector comprises of approximately 14 players. The current size of the organized
sector is about Rs 7,200 Crores. The unorganized sector accounts for nearly 60% of the total
industry bearing testimony of the growth potential of this sector.
India ranks in the top 3 list of countries in terms of tile production in the world. With proper
planning and better quality control our exports (presently insignificant) contribution can
significantly increase.

Apart from their decorative looks, Ceramic Tiles are primarily hygiene products and
that is how our broad spectrum of consumers view the product. This is fairly evident from its
varied usage from bathrooms and kitchens in average Indian households to medical centers,
labs, milk booths, schools, public conveniences, shopping malls and numerous other centers;
which dot our day to day life. A ceramic tile is basically a "utility product" and that remains
our promotional slogan. Popular housing projects are increasingly switching over to Ceramic
Tiles moving away from the traditional use mosaic and even granite or marble, owing to
several factors viz. ease in laying ability, versatility, low price and hygiene.

Nevertheless, this decorative aspect of a Ceramic Tiles has forever been in the
forefront. Heavy churning out of bolder and colorful designs by the industry are testament to
the fact that most households regard a ceramic tile as an "adornment" for an otherwise "drab
look" of their age-old floorings or an unfurnished wall.

Ceramic tiles as a product segment has grown to a sizeable chunk today at

approximately 680 Millions Square meters production per annum. However, the potential

9
seems to be great, particularly as the housing sector, retail, IT & BPO sectors have been
witnessing an unprecedented boom in recent times.

The key drivers for the ceramic tiles in India are the boom in housing sector coupled
by government policies fuelling strong growth in housing sector. The retail boom in the
Indian economy has also influenced the demand for higher end products. Overall the bullish
growth estimates in the Indian economy has significantly influenced the growth of the Indian
Ceramic tile industry.

The main product segments are the Wall tile, Floor tile, Vitrified tile and Industrial
tile segments. The market shares (in value terms) are 20%, 23% 50%, and 7% respectively
for Wall, Floor, Vitrified, and Industrial tiles. The tiles are available in a wide variety of
designs, textures and surface effects. They cater to tastes as varied from rustics to
contemporary marble designs in super glossy mirror finishes.

Both, traditional methods of manufacturing (tunnel ) and the latest single fast firing
methods are deployed in manufacturing. Some of the latest trends in manufacturing methods
can be seen in India.

The industry also enjoys the unique distinction of being highly indigenous with an
abundance of raw materials, technical skills, infrastructural facilities despite being fairly
capital intensive. A total of over 5,50,000 people are employed in the sector. Out of this,
50,000 people are directly employed and 5,00,000 are indirectly associated. The potential is
huge considering the per capita consumption of ceramic tiles in India. Currently it is at 0.50
square meters per person in comparison to over 2 square meters per person for like countries
like China, Brazil and Malaysia.

As a foreign exchange earner or a global player, Indian Tile industry has captured the
attention of the world in the ceramic tiles segment. To compete internationally, our plants
must be geared up to large units currently operating in China and Turkey are driven by
economies of scale. These will also help us in lowering our cost of production significantly.
Also, infrastructural support is a key factor that determines the speed of growth. Better
infrastructure will bring in better growth in terms of consistency and sustenance. Freight,
supply of power and gas remains the key cost-related issues impacting the industry.

10
Availability, consistent supply and reasonable rates are extremely important for the growth of
the ceramic tile industry.

Also, the prevailing anomalies pertaining to Basic Customs Duty on import of

ceramic tiles from China and raw materials imported from abroad need to be corrected to
prevent dumping of tiles from China. Rural thrust should be enhanced by favorable excise
duty and MRP structure

Current status of the Industry

The ceramic tiles industry in India has followed similar trends internationally which
have been characterized by excess capacities and falling margins. Countries like Malaysia,
Thailand, Indonesia, Sri Lanka and Vietnam are setting up their own plants. China has
emerged as a major competitor. Producers from Spain and Italy have the advantage of lower
transportation costs while exporting to USA and Germany. In India, the per capita
consumption is as low as 0.50 square meters per person compared to China (2.6 square
meters per person), Europe (5 to 6 square meters per person) or Brazil (3.4 square meters per
person). Rising disposable incomes of the growing middle class and 40 million units of
housing shortage hold out a great potential.

A major change that took over the ceramic tiles industry, was the introduction of
vitrified and porcelain tiles. These new entrant product types are said to be the tiles of the
future. Internationally these tiles are already the major sellers. These category of products
account for almost 50% of total tile sales by value in this industry.

These new products and the conventional wall & floor tiles have together made the
organized industry grow to a formidable Rs. 7,200 crores industry. This coupled with a spate
of expansions by many players make the industry look very promising in the future.

The Indian Industry has developed an export market although at the lower end. In
volume it constitutes less than half a percent of the global market. (Presently India does not
figure in the list of major exporting countries). But this reality could change as Indian exports
are rising at an accelerating growth annually. The top-end of the global export market is
presently dominated by China (36.8%) and Italy (15.1%)

11
Tiles Industry in India 2020 | Sector

The size of the Indian tile industry in 2018 was estimated at ~1,145 million sq. meters
compared to 1,080 million sq. metres in 2017, accounting for 8.7% of the global production.
Over the last two years, the Indian ceramic tile industry encountered challenges from the
economy in addition to the unorganised sector.

The ceramic tiles industry in India was estimated at Rs 35,000-40,000 Crores in 2019,
recording single-digit growth. Nearly ~40% of the industry was organised, while 60% was
largely unorganised comprising players from Morbi, Rajkot and other clusters.

0.6 Sq. m, the per capita consumption of tiles in India

4.0 Sq. m, the per capita consumption of tiles in China

3.4 Sq. m, the per capita consumption of tiles in Brazil

1.4 Sq. m, the per capita global consumption of Tiles

India is not only the second-largest producer of ceramic tiles in the world after China
but also the second-largest consumer of ceramic tiles in the world after China with a
consumption quantum pegged at 750 million sq. metres and accounting for almost ~6% of the
world.

India is also the fourth-largest exporter of ceramic tiles with the export quantum
pegged at 274 million sq. metres compared to 228 million sq. metres in 2017, accounting for
a global share of 10%.

The industry is marked by increased spending on infrastructure by Government, rapid

urbanisation and consumer preference shift, which, in turn is promoting the demand for

12
ceramic tiles in residential and commercial buildings across the country. It is not just
the new projects that drive the demand for ceramic tiles in the country but also increasing
application of tiles in replacement and renovation projects.

Key demand drivers for Tiles industry

Housing sector – Housing shortage: According to Ministry of Housing and Urban

Affairs, there was an affordable housing shortfall of approximately 10 million houses. With
the government addressing this housing shortage, the ceramic tile industry is expected to
receive huge traction.

Per capita consumption: The per capita consumption of tiles in 2018 was a mere
0.59
sq. metres in India compared to 3.95 sq. metres in China and 3.39 square metres in Brazil and
the global average of 1.40 sq. metres, indicating the huge headroom of growth available.

Home extension and home improvement needs: In 2011, 41% of households were
living in less than one-room homes and 53% households were in a good condition, implying
a need for home improvement and home extension. Owing to this increasing growth
in home extension, the ceramic tiles and sanitary ware industry has seen a sea change.

Hotel sector Hotel growth: The hotel industry in India is projected to grow to Rs
1,210.9 billion by 2023, expanding at a CAGR of ~13% between 2018 and 2023, on the back
of high arrival rate of foreign tourists and business delegates once the world normalises.. This
could further boost the ceramic tile and sanitary ware market in the country.

Commercial sector Office space: According to a Knight Frank India report, the
country’s office leasing volume rose by 27% y-o-y to an all-time high of 60.6 million sq ft in
2019 on the back of a surge in leasing activity by information technology companies. This
has helped boost the ceramic tiles and sanitary ware market in the country.

Shopping malls: India is set to >65 million sq ft of new mall spaces by the end of
2022, of which the top 7 cities comprise 72% share and the remaining 28% or 18.2 million sq
ft is slated to come up in Tier 2 and 3 cities. This could widen the ceramic tile and
sanitaryware market in the near future.

13
Policy Related to Tiles Industry in India

Pradhan Mantri Awas Yojana (PMAY-Urban): Under this initiative, the

Government aims to build 1 Crore houses by 2022, of which ~104 Lakh houses were
sanctioned till date and >32 Lakh houses completed. This will drive the demand of tiles in the
country for the next few fiscals.

Pradhan Mantri Awas Yojana (PMAY-Gramin): In the second phase of PMAY-

Gramin, the Government assured to provide 1.95 Crore houses to eligible beneficiaries
between 2019-20 and 2021-22 with amenities such as LPG, electricity, and toilets. This could
boost the demand for ceramic tiles in the near future.

Global Ceramic Tiles Market

The global ceramic tiles market was pegged at US$ 97 billion in 2019 and expected to
expand at a CAGR of 9% between 2019 and 2029 to reach US$ 228 billion by 2029. A large
share of the world production came from the Asia Pacific region with China being the biggest
manufacturer of ceramic tiles in the world followed by India. Further, in terms of volume
(million sq. ft.) the market is expected to expand at a CAGR of 7.6% between 2019 and 2027.

14
1.5 LIMITATIONS OF THE TRAINING
 Some employees does not reply their remunerate level so it’s difficult for my
study.
 The study has to be completed within a stipulated time period and hence time was
a major constraint.
 Reluctance of concerned person to spend enough time for answering the questions
was considered to be another major can strait.
 Despite the above limitations every attempt has been made to complete the
research work in best possible manner.

15
 CHAPTER-II

2. FUNCTIONS OF DEPARTMENT

2.1 PRODUCTION DEPARTMENT

Ceramic Processing

Ceramic processing is used to produce commercial products that are very diverse in
size, shape, detail, complexity, and material composition, structure, and cost. The purpose of
ceramics processing to an applied science is the natural result of an increasing ability to
refine, develop, and characterize ceramic materials.

Ceramics are typically produced by the application of heat upon processed clays and
other natural raw materials to form a rigid product. Ceramic products that use naturally
occurring rocks and minerals as a starting material must undergo special processing in order
to control purity, particle size, particle size distribution, and heterogeneity. These attributes
play a big role in the final properties of the finished ceramic. Chemically prepared powders
also are used as starting materials for some ceramic products. These synthetic materials can
be controlled to produce powders with precise chemical compositions and particle size.

Ceramics Manufacturing Process Optimization

16
LSP Industrial Ceramics, Inc. LSP Industrial Ceramics, Inc. – C-Mac
International, LLC

LSP Industrial Ceramics, Inc. LSP Industrial Ceramics,

Inc

Alumina Ceramic – LSP Industrial Ceramics, Inc LSP Industrial

Ceramics, Inc

Design

During the design phase of ceramic manufacturing, product designers focus on

catering to the application. With that in mind, they make decisions on: material, wall

17
thickness, product shape and size, what processes to use, etc. Using such considerations, it is
easy for them to make custom ceramic parts.

Machinery Used

To manufacture ceramics, suppliers rely on the assistant of machines like:

• Ovens for sintering

• Silicone or metal melds

• Extrusion machines

• Injection moulding machines

• Computer programs for creating blueprints

Any ceramic manufacturing system can be customized to fit the application(s) on

which it is working. Customizations are typically based on factors like: required production
volume and speed, quality requirements, shape complexity, and secondary processes.

Process:

 The apparatus consists of three components Top punch, Bottom punch and Die.
 The punches are prepositioned in the die body to form a predetermined
cavity.(depending on the compaction ratio* of the powder)

The ratio between the thickness of the powder in the die to the thickness after pressing.

 The powder is then fed using a feed shoe. Then the upper punch compresses the
powder.
 Then the upper punch retracts and the sample is ejected.
 The process is repeated again.
 The cycle repeats 6 to 100 times per minute.
 ROTARY PRESS is also a type of mechanical press. There are numerous dies on a
rotary table. Used for production of grinding dics.
 Yet another type of mechanical press is TOGGLE PRESS(manually operated
benchtop presses). It is commonly used for the production of refractory.
 Dry pressing: powders contain <2%water

18
  Semi dry pressing: powder contains < 5 – 20% water.

Raw material milling and mixing are important processes in the production of Fine
Ceramics (also known as "advanced ceramics") that determine the material properties, quality
and stability of finished products. Raw powder and solvating media (such as water) are fed
into a mill with ceramic balls. This ball mill is then rotated or shaken to create a uniform
mixture (called a slurry), with evenly distributed particles of various sizes. Adjustments are
made by adding raw powder and binder dispersants throughout this process.

Slurry adjusted through raw material milling and mixing is sprayed and dried in a hot-
air spray dryer to form a granulated powder of spherical bodies. Enhancing the spherical
composition of the raw material helps facilitate the next process: filling the forming dies.

19
2.2 HUMAN RESOURCE DEPARTMENT

Human resources planning are one of the important part of overall human resources
system of the organization. The quality of this system decides the overall human resources
quality in the organization. It is very important to study and evaluate human resources
planning process in order to understand the overall status of human resources system in an
organization.

The process involves planning and forecasting of human resources on the basis of
organizational needs and how to arrange the human resources. It is very important to have
right kind of people at the right time and right place in order to meet the individual and
organizational goals completely.

HUMAN RESOURCE DEPARTMENT CHART

GENERAL MANAGER

ASSISTANT

SUPERVISOR

In order to compare the present human resources to the future requirement on the basis
of growth, expansion plans, identification of skills and competency gaps and then making and
developing plans for arrangement of human resources needed in future is the basic process of
human resource planning. The process takes care of all the aspects of manpower including
the requirement of future skills and competencies.

 Specialties: Manpower Planning,

 Talent Development,
 Retention Strategies,
 Areas of Compensation and Benefits Management,
 Employee Relation

20
  Training programs,
 Employee Engagement Indexing,
 Performance evaluation,
 Industrial Relations

NATURE OF HUMAN RESOURCE MANAGEMENT

Human Resource Management involves management functions like planning, organizing,

directing and controlling

 It involves procurement, development, maintenance of human resource

 It helps to achieve individual, organizational and social objectives
 Human Resource Management is a multidisciplinary subject. It includes the study of
management, psychology, communication, economics and sociology.
 It involves team spirit and team work.
 It is a continuous process.

The Changing Role of the HR Function

Of all the support functions, the HRM (Human Resource Management) function is a
critical component of any organization. Apart from finance, which serves as the lifeblood of
the organizational support functions, the HRM function more than any other support function,
has the task of ensuring that the organizational policies and procedures are implemented and
any grievances of the employees are taken care of. For instance, it is common for the HRM
function in many organizations to combine hiring, training, providing assistance during
appraisals, mentoring employees, and deciding on pay structures and grades.

The following are the various HR processes:

1. Human resource planning (Recruitment, Selecting, Hiring, Training, Induction,

Orientation, Evaluation, Promotion and Layoff).

2. Employee remuneration and Benefits Administration

3. Performance Management.

21
Human Resource management includes:

1. conducting job analyses,

2. planning personnel needs, and recruitment,
3. selecting the right people for the job,
4. orienting and training,
5. determining and managing wages and salaries,
6. providing benefits and incentives,
7. appraising performance,

Human Resource Planning: Generally, we consider Human Resource Planning as the

process of people forecasting. Right but incomplete! It also involves the processes of
Evaluation, Promotion and Layoff.

 Recruitment: It aims at attracting applicants that match a certain Job criteria.

 Selection: The next level of filtration. Aims at short listing candidates who are the
nearest match in terms qualifications, expertise and potential for a certain job.

 Hiring: Deciding upon the final candidate who gets the job.

 Training and Development: Those processes that work on an employee on-board for
his skills and abilities up gradation.

Employee Remuneration and Benefits Administration: The process involves deciding

upon salaries and wages, Incentives, Fringe Benefits and Perquisites etc. Money is the prime
motivator in any job and therefore the importance of this process. Performing employees seek
raises, better salaries and bonuses.

Performance Management: It is meant to help the organization train, motivate and reward
workers. It is also meant to ensure that the organizational goals are met with efficiency. The
process not only includes the employees but can also be for a department, product, and
service or customer process; all towards enhancing or adding value to them.

22
Employee Relations: Employee retention is a nuisance with organizations especially in
industries that are hugely competitive in nature. Though there are myriad factors that
motivate an individual to stick to or leave an organization, but certainly few are under our
control.

Evolution of HRM

With the advent of new paper industries like the service sector, organizations all over
the world realized that human resources must be viewed as a source of competitive advantage
as opposed to treating it much the same way in access to technology or capital is concerned.
What this means is that the practice of HRM is being viewed as something that promotes the
business objectives of the firms and not merely another factor in the way the firm is managed.

23
KEY RESPONSIBILITIES OF HUMAN RESOURCE MANAGER

Human Resource Manager is one of the most important key to open a lock hanging on
the door of success in an organisation. If a Human Resource Manager is efficient enough to
handle and to take out best from his team members any organisation and can achieve more
from his target goals. Human Resource manager plays a very important role in hierarchy, and
also in between the higher management and low level employees. Stated below are major
responsibilities of Human Resource Manager:-

EMPLOYEE DETAILS

 No of workers - 130
 Male and female worker involved in the production
Male – 80%
Female – 20%
 Child labor – there is no child labor
 Shift – no.of – timing duration hour – 8 hours
 How many people working – 185 peoples are working
 Working hours - regularly usual 9 AM to 5 PM then 2nd shift for 6 PM – 1 AM

24
2.3 MARKETING DEPARTMENT

Introduction

The company is mainly producing granites and has state level market. A monthly sale
is to 350 cubic meters of granites as it is 100% exported unit approved by the govt. The
company has only 5% production to sell in the international i’e other country, and remaining
95% of the production is local sale.

The buyers are from Kerala, Karnadaka, Andhra and other company visit and order
the granite tiles or blocks.

MARKETING DEPARTMENT HEIRARCHY

Chart 3.4.1

MARKETING MANAGER

ASSISTANT MANAGER

OFFICE ASSISTANT

SALESMAN

Packing materials

 The tiles are packed in SPA Boxes /Corrugated Boxes and also in seaworthy wooden
crates with high-quality light weight Rubber wood / Pine wood.
 Granite Tiles are offered with calibration and chamfering.

25
  The slabs are packed in seaworthy wooden bundles with polythene sheets between the
polished surfaces of two slabs.

Export details (Last five years)

At Endeka ceramics, we specialize in the production and export of carved stone

products for memorials, finished granite slabs, granite blocks and other products. Our
products come in all Indian premium colours as well as shades that conform to international
standards
 German
 France & Belgium
 UK
 USA
 Canada

Year Ton per month

2016 1.3 ton
2017 2.8 ton
2017 3.2 ton
2019 3.8 ton
2020 4.7 ton

MAJOR COMPETITORS

1. Madhav Marbles & Granites Ltd

436, Bhartistreet, Swarnapuri, Salem

2. Somany Ceramics Ltd

3. AGROB BUCHTAL
4. Zircoa
5. ACS International
6. KMB Granites Pvt. Ltd

4/59, Bharathi St, Swarnapuri, 5-Roads, Salem-4,

26
Steps taken to face competition

 Do clean dust, dirt from floor first once or twice daily with a broom, non-oily
dust mop or vacuum. Use a scraper or putty knife to remove any stubborn surface
debris.

 Damp mop or spot clean as necessary, using a pH neutral marble cleaner.

 Damp mop all areas with clean, warm water.

 Allow to dry before putting surface back into use.

Domestic market details

Our operations are cantered at the town of Salem, which is strategically positioned on
the road transportation network. Therefore transportation of products to sea ports is
convenient.

Amount spend for advertisement

The ceramics spent more than 1, 20,000 rupees on all kinds of publicity in all the
years.

Structure of the market

 Geographic concentration of the producers

 The biggest manufacturing potential focused on few enterprises
 Consolidation of metallurgical money capital
 Marketing as an element of competition
 marketing as a function to build the value of the company
 Marketing as improvement of the world (activities for the local and national
communities)

Customer

 Institutional customer
 Concentration of customers on a branch (a given industry branch)
 Seasonal character and fluctuation of the orders
 Marketing communication

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  Sales and distribution
 Customer service systems
 Partner relations of producer and customers
 Just in time production

Market position

The department can carry out its own research by studying industry reports, market
data on websites, or by contacting customers and prospects to survey their needs and
attitudes. Alternatively, they can brief a market research firm to carry out the research.

The Role of a Marketing Department

The Marketing Department plays a vital role in promoting the business and mission of an
organization. It serves as the face of your company, coordinating and producing all materials
representing the business.

1. Conducting campaign management for marketing initiatives

2. Creating content providing search engine optimization for your website.
3. Serving as media liaison
4. Overseeing outside vendors and agencies.
5. Serving as media liaison
6. Monitoring and managing social media

Market position

As so many small shops have entered into the market, they are all consuming
transportable yet versatile machines affordable to the new entrepreneur. The demand for
diamond blades and bits has increased by 15% a year.

After demonetization will affect the sales – No

Distribution channels detail
1. Wholesalers,
2. Retailers,
3. Distributors
4. Even the internet itself
5. Agencies

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 6. Enterprises

Packing machine detail –

 Granite Processing Machinery,
 PE Jaw Crusher
 Mobile Jaw Crusher

 Stone and Equipment Real Value for Our Clients

A New Tiling Plant with an additional installed capacity of3,60,000 Sq. Mtrs. Per
annum has been commissioned.

The Slab Plant is equipped with 8 Nos. of Gaspari Super Jumbomatic 480 Series Gang
saws (350 x 210 x 480), 2 Nos. of 20 Heads Pedrini Polishing line,1No. of Grinding line of
12 Heads and 1 No. of Resin line (Epoch line) along with other required machineries with the
installed capacity of 3,90,000 Sq. mtrs per annum.

The workflow of marketing department is defined by its functions. Most organizations

have a marketing division responsible for marketing strategy, advertising, researching,
promoting, conducting customer surveys, branding, public relations and creating of corporate
style. All these responsibilities can be gathered in several main functions of marketing
department. These functions are as follows:

 Development of marketing goals and strategy

 Conducting marketing researches and monitoring customer needs
 Promotion and advertisement

Besides these main functions, there are other functions including focus on customers,
research customers’ habits and needs, analyze customers’ reaction to advertizing, identifying
influential groups in market segments, get feedback from target audience, managing
relationships with vendors, manage budget, track competitors’ activity, conduct advertizing
campaigns, plan sales presentations, measuring effectiveness, develop product brands,
forecast and analyze sales, developing price strategy, plan for product and package design,
treat for online promotion.

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2.4 FINANCE DEPARTMENT

INTRODUCTION

“Financial management means rising of adequate fund (money/finance) at the

minimum cost and using them effective and efficiently in business. Any organization,
whether it is small or large scale, clears with financing every businessman keeps separate
records of financial matters finance and account department of the business depends upon the
financial policy of the firm.

CHART OF FINANCE DEPARTMENT

GENERAL MANAGER

MANAGER

DEPUTY MANAGER

ASSISTANT MANAGER

ACCOUNTS OFFICER

HELPERS

SOURCES OF FINANCE

1. This is the most basic source of funds for our company and hopefully the method that
brings in the most money.
2. Can borrow money this can be done privately through bank loans.

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 3. Our company generates money by selling part of itself in the form of shares to
investors, which is known as equity funding.

Source of finance of Endeka Ceramics:

1. Federation gives them dairy amount decided by union.

2. Fix deposit of society is major source of finance.
3. Interest of fix deposit of bank like SBI, IOB.

Bankers:

1. Indian Overseas Bank

2. State bank of India
3. Indian Bank
4. Federal bank
5. Karur Vysya Bank

Functions

1. To manage cash.
2. To manage bills.
3. To manage transportation bills.
4. To manage pay bills.
5. To manage accounts.
6. Prepare IBP (Integrated Business Plan).
7. To manage milk purchase.

Salary mode of payment

– Cash
– Online transfer
Banker details and auditor details

The firm borrow from the bank sector are

 Industrial Development Bank of India (IDBI),

 Tamilnadu merchandise bank

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Auditor

The Report given by the auditors on financial statements of the Company is part of
the Annual Report. There has been no qualification, reservation or adverse remark or
disclaimer in their Report.

Salary mode of payment

The firm is deposit with here employees savings account. Some employees has
getting cash.

Financial position

 Investment decisions includes investment in fixed assets (called as capital budgeting).

Investment in current assets is also a part of investment decisions called as working
capital decisions.
 Financial decisions – They relate to the raising of finance from various resources
which will depend upon decision on type of source, period of financing, cost of
financing and the returns thereby.

1. Dividend decision – The finance manager has to take decision with regards to the net
profit distribution. Net profits are generally divided into two:

a) Dividend for shareholders – Dividend and the rate of it has to be decided.

b) Retained profits – Amount of retained profits has to be finalized which will depend
upon expansion and diversification plans of the enterprise.

Status of our company

The financial management is generally concerned with procurement, allocation and

control of financial resources of a concern. The objectives can be

 To ensure regular and adequate supply of funds to the concern.

 To ensure adequate returns to the shareholders this will depend upon the earning
capacity, market price of the share, expectations of the shareholders.

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Management’s Responsibility for the Financial Statements

Management is responsible for the preparation of these financial statements that give
a true and fair view of the financial position, financial performance and cash flows of the
Company in accordance with the Accounting Standards referred to in sub-section (3C) of
section 211 of the Companies Act, 1956 (“the Act”).

FUNCTIONS OF FINANCIAL MANAGEMENT

1. Estimation of capital requirements: A finance manager has to make estimation with

regards to capital requirements of the company. This will depend upon expected costs
and profits and future programmes and policies of a concern. Estimations have to be
made in an adequate manner which increases earning capacity of enterprise.
2. Determination of capital composition: Once the estimation have been made, the
capital structure have to be decided. This involves short- term and long- term debt
equity analysis. This will depend upon the proportion of equity capital a company is
possessing and additional funds which have to be raised from outside parties.
3. Choice of sources of funds: For additional funds to be procured, a company has
many choices like-
a. Issue of shares and debentures
b. Loans to be taken from banks and financial institutions
c. Public deposits to be drawn like in form of bonds.

Choice of factor will depend on relative merits and demerits of each source and period
of financing.

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 CHAPTER-III

3. CONCLUSION

Endeka ceramics is one of the internship training specify with production, Personal
Management and Promotional Strategy Management. Then the department analysis with
SWOT (Strength, Weakness, Opportunity, Threat) with increase student knowledge attitude
and skills

The summer study is helped to make a valuable conclusion through the analysis of
different functional departments of the ceramics presently with the prominent niche in the
market.

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 CHAPTER-IV

APPENDICES

Reference
1. Ashwatappa.K, Human Resource and Personnel Management Fourth Edition
2004 - Page no 225 to 269.
2. Richard I Henderson Second Edition 1984 - Performance Appraisal – Page no 1 to
325.
3. Philip Kotler, Marketing Management, Printice Hall of India Pvt.Ltd.,
4. Dr.S.N.Maheswari, Financial Management Principles and Practices, 10th Edition,
Sultan Chand & sons publishers New Delhi

WEBSITES

www.ceramics.in

www.granitesandmarbles.in

www.endekacermics.com

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