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Abhisek Dey 1226110103

Chetan Sameer 1226110110

Khushal Arukia1226110117

Presented by

Mahesh Edible Oil Industries Limited

Narayana Mitra 1226110123

Sailesh Kumar 1226110133 G Sandeep

Sovananda 1226110140


The Rathour Brothers : Pillar of success

The expansion period

SHIV KUMAR: Visionary, Optimistic
Eliminating Middlemen : Higher profits Setting up of own plant : Procuring RM, Converting and

Company bought 40,000 sq. m. land outside Shams

A great achievement: The four brothers together constructed the

SHIV KUMAR: Four Important Aims

Deliver the expected value to the customers and in turn deliver value to the organization Develop a community of customers as well as employees Be totally fair to the stakeholders Build an organization that enjoys freedom on all parameters

<To be continue>

Business Plan
Supply of mustard seed to plant Lowest procurement price Add value Production 100 % quality check .

Marketing Startegy
Brand name - Saloni Initially in 15 lts tins Penetration in kolkata

Opportunity Utilization
Truck laden with oil had meet with an accident Sold consignment in Kolkata Establishing its own channel Sales in kolkata immediately witnessed a 100 % growth

Cleared UPFC loan by 1993 . Reinvestment of profit into the business


Marketing unbranded loose oil Rotate capital very fast Oil was sold through a broker . Turnover of Rs 2 . 90 lakh by 1991 .

Business Plan ( 1990 - 95 ) Cont

Took loan of Rs 16 Lakhat interest of 19 % for setting Ingenious Plan for effeciency No boundaries were constructed to the plot to avoid dead investment The plan had brick floor to lower the cost Shiva himself being a mobile office

new compa

Family involvement in


With a installed capacity of 1 , 25 , 000 liters per day .

Business Plan ( 1995 - 99 ) Cont

Market segmentation 1 ltr consumer pack ( buying needs )

Targeted to lower segment and positioned as premium quality oil ban on sales of mustard and unpacked oil due to outbreak of


MEOIL Tapped the vaccum created by passing quality test . MEOIL sold directly to retailers through its van salesman . Two major area of concern Production and Packaging Ban on entry of suppliers to the factory

Production oriented scheme and streamline the production proces

Business Plan ( 2000 - 04 ) Cont

ERP and V SAT to facilitate trade Focus on SWOT analysis Use of e purchase to get raw material Open competition New market for Saloni were created ( UP , Orissa , Bihar etc .) Priority on payment realization Market expansion and market penetration raw material

Incentive scheme for Production team and maintenance personnel

L invested on packing material to minimize the cost of

Future Prospectus VISION 2010

Mile stone Rs 100 Crores turnover Vision Rs 1000 Crores by 2010 Deep thought & next course of action in order to achieve the dream Achievable or not? SHIV Back bidding, Total backward integration, Contract farming Procurement of 10 times more raw material timely delivery & least cost BRIJ Possible processes complete financial discipline, without effecting sales Money was not misappropriated DINESH Increase market share / man power, company owned oil vending outlets Central sales depot & exports, Organization to handle Rs 1000 crores sales Achieve in existing territory / go national

Future Prospectus VISION 2010 Contd

MNCs approach 2005 Jan 1st week Strategic alliances 1st company to out source oil under their own brand name 2nd company exchange of raw seeds for oil cake from MEOIL To opt / not Dealer management & training To opt / not objective oriented incentive scheme / just concentrate on sales alone Higher volumes increased productivity of sales force Mustard oil research paper As a promotional tool to convert non users to users To take on edible oil sector head on Sustain / spend too much on such a war Operations behind the scene by appointing an NGO to educate people Out source food related products under own brand name & same channel MAHESH Innovations at the plant Expansion at same site / another plant at mustard growing area / high consumption market


All the four brothers were distinct yet were able to carry forward their own family business. Ability to compare and analyze all the possibilities Political rapport


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