4/23/2012

About Company
Company Profile Vision & Mission History Recognition Organisation Structure

Supply Chain
In Gujarat
Out Of Gujarat Drivers of Supply Chain - Facilities - Inventory - Transportation Indian Market of Ramdev International Market of Ramdev Data Collection

Organisation Structure Of Marketing Dept.

Infrastructure Products Competitors

5 Force Model
2

4/23/2012

Name : Location :

Ramdev Food Products PVT LTD Spice World Sarkhej-Bavla Highway Changodar- 382213 Dist. Ahmedabad Gujarat, India

Logo

Contact : Website : Staff :

+91-2717-304200 www.ramdevfood.com

Business Type : Manufacturer, Exporters

Above 1000 employees

Distributors :
Retailers :

Above 900
Around 90,000

4/23/2012

1963:

A family owned business incorporated by Mr.Rambhai Patel in Ahmedabad as a flour mill

1972: 1989: 1991:

Then he started selling its own grinded spices on order. Incorporate as Private Limited Company with name RAMDEV. Company successfully launched Instant mix, Asafetida, Blended spices and Pickles' masala thereafter.

1992: 1994: 1999: 2001:

4/23/2012

Introduced a various range of garam masala and initiated Exporting. Expanded market out of Gujarat. Entered in whole spices business. Introduced EKAT FOOD in USA.
4

Vision : Mission :

Reaching Customers Heart Through Quality A Promise Of Purity And Freshness

4/23/2012

4/23/2012

4/23/2012

4/23/2012

 State-of-the-art technology and the finest machinery Wealth of experience in manufacturing and processing

Spread over a sprawling 37,000 sq. yard plot, the unit has the capacity to match the best manufacturing process and standards A special technique of Fumigation is being employed to keep the quality of the product intact and increase its shelf life

4/23/2012

 Unit has a cleaning and processing capacity of more than 60,000 kg. per day In-house Research & Development Laboratory They have established a Sensory Evaluation Division and a Trained Panel in Quality Control Lab

4/23/2012

10

Premium Basic Spices:

Kashmiri Chilli Powder Turmeric Powder Coriander Cumin Powder

Instant Mix:
Gota Khaman Dalwada Idli Dhokla Dhosa Pizza Gulab Jamun Handvo

Asafetida & Blended Spices:

Premium Asafetida Super Asafetida Super Garam Masala Super Tea Masala Premium Garam Masala Premium Pav Bhaji Masala Chhole Masala Panipuri Masala Sambhar Masala Chat Masala Gold Garam Masala Achar Masala Sweet Achar Masala Kanda Lasun Masala

Regular Basics Spices:

Chilli Powder Turmeric Powder Cumin Powder Coriander Powder Coriander Cumin Powder

4/23/2012

11

4/23/2012

12

4/23/2012

13

Potential entrants
Threat of new entrants Bargaining power Industry competitors of suppliers

Suppliers
Rivalry among existing firms Threat of substitutes

Buyers
Bargaining power of buyers

4/23/2012

Substitute products

14

Potential entrants:

The initial investment for starting a company is not

too much high. The raw material availability is adequate and thus too many small firms comes into existence. Labour required is also at cheaper rate and very few skilled labours are required for production.

4/23/2012

15

Bargaining powers of Buyers: Bargaining powers of Buyers is very high. Product of industry is standard or undifferentiated. Retailers also have good bargaining power, as they are able to influence buyer's choice.

4/23/2012

16

Threat of substitute: Substitute product affect price elasticity as more substitute

become available, the demand become more elastic since

customers have more alternatives. In price industry consumers are purchasing either the loose spices or packet spices to fulfill their needs and moreover there is no substitute of spices and hence there is no threat

of substitute in industry.
4/23/2012 17

Bargaining power of Suppliers: Supplier's power is not high, as they are numerous in

number.
The companies are purchasing the spices from the farmers. As there is enough availability of raw material, company can purchase it from the place it find its cheaper as compare to other places.
4/23/2012 18

Intensity of rivalry: Rivalry is intensive in this industry. Every price cut is

matched by subsequent price cut by other manufacturers

Increase rivalry because more firms must compete for the same customers and resources. When customers can freely switch from one place to another, there is a greater struggle to captures the

customers.
4/23/2012 19

Supply Chain Management in Ramdev Food Products Pvt. Ltd:

Suppliers (or farmers) Manufacturer

Distributors

Retailers

Consumers
4/23/2012 20

GUJARAT :
Supplier

Company

Distributors (225)

Company Outlet (5)

Retailers (27000)
4/23/2012

Super Store (125)

Consumer
21

Out of GUJARAT :
Company
C & F Agents (18) Distributor (530) Super Store (300)

Retailer (60,000)

Consumers
4/23/2012

Consumers
22

4/23/2012

23

FACILITIES:

The inventory is stored in a cool, dry environment.

Spices are protected from exposure to sunlight or other strong light, and the spices are not stored next to any strong

smelling substance.
The ideal storage temperature is 40-50 degrees Fahrenheit. The length of time spices are good is highly dependent upon the conditions in which it is stored.

4/23/2012

24

INVENTORY:

INVENTORY
RAW MATERIALS

Inventory is moved faster and so they

do not need as much inventory Raw materials are sourced from

suppliers (farmers) during the season of that spice and then processed,

WIP

packed and stored as finished goods in

the warehouse.
4/23/2012

FINISHED GOODS
25

TRANSPORTATION:

Suppliers

Transportation Production & Dispatch Unit

By Sea By Air

By Railway
Domestic Store

By Trucks

International Store
4/23/2012

26

Domestic: India 1. Ambala 2. Bhubaneshwar 3. Chandigarh 4. Delhi 5. Ghaziabad 6. Indore 7. Jaipur 8. Bombay 9. Nagpur 10. Pune 11. Raipur 12. Lucknow 13. Jammu 14. Kolkata 15. Patna 16. Ranchi
4/23/2012 27

USA

UK

Japan

Australia

Qatar

South Africa

Canada

New Zeland

UAE

4/23/2012

28

Data Sources
Primary Data:
Information given by the employees of Ramdev serves the primary sources. Further more face-to-face meetings with employees provided understanding and information on several qualitative areas such as: reasons for achieving specific supply chain factors.

Secondary Data:
The secondary data needed has been collected from various sources like Journals, annual report, financial statement of the company, online published document on internet, previous research report related to Ramdev Food Products Pvt.Ltd.
4/23/2012 29

Thank You

4/23/2012

30