1.INTRODUCTION

1.1 AN INTRODUCTION TO THE STUDY

EASTERN CONDIMENTS PVT LTD

Eastern curry powder is a house hold name in India with the production of

various spices and condiments from several Indian cuisines. It is also the largest exporter of

these products in customer packs and pouches to Middle East, UK, USA, Australia, Germany

and Japan. Presently the company exports 40% of its production. The company is an ISO

22000-2005 company. The company won prestigious award for out standing export

performances by spices board of India, for ten consecutive year 1997-1998 to 2007-2008.

The company has a well organized and co-ordinated organization structure and fully

computerized departments. The company ensures high quality and taste in all its products and

always tries to maintain good customer relationship.

1.2 SCOPE OF THE STUDY

The scope of the study is to familiarize with the functioning of various

departments in the organization. This study has given an opportunity to know the successful

practices implemented at Eastern Condiments.

1.3 OBJECTIVE OF THE STUDY:

1. The main objective of the study is to acquire knowledge about the organization

structure.

2. To have a practical knowledge of the application of the management theories in

corporate mainstream.

3. To profile the Spices industry and Eastern Condiments as a company.

4. To analyze issues of the company and give suggestions, if any.

1.4 METHODOLOGY:

The methodology of study describes the research procedure which primarily

refers to the methods of data collection.

-

Primary Data:

The data provided here has been collected is directly by interacting with

management personalities and other employees of the organization.

Secondary Data

The data which is obtained from sources other than primary data sources. It

consists of materials like Brochures, Catalogues, Magazines, Annual Reports, other

documents from the company, Web Site of the company and other websites.

LIMITATION OF THE STUDY

As time was a major constraint, an in-depth study could not be made.

Moreover the busy schedule of the company was yet another obstacle.

-

2. BUSINESS ENVIRONMENT ANALYSIS

2.1 BUSINESS ENVIRONMENT ANALYSIS

By 3000 B.C, turmeric, cardamom, pepper and mustard were cultivated in Harappa and

Mohenjo-Daro, in the Indus valley, were of occupied mixed stock somewhat larger in

structure than either the Sumerians of those communities. The bad club wheat, barley, sheep

and goats from the Iranian plateau and cotton from Southern Arabia or North East Africa but

were held back by their reliance on food water due to lack of knowledge of irrigation.

Summerian bad trade links with the Indus valley via Hindu Kush by 3000 BC and by sea

from 2500 BC thus linking the Harappa’s with both Sumerians and Egyptian, where cumin,

anise and cinnamon were used for embalming by 2500 BC.

By 1750 BC Harappa civilization had disappeared probably due to flood and tectonic shifts

and were replaced by the Aryans who invaded via the Hindu Kush by 1500 BC. The Aryans

had considerable contact with Babylon from whence the original flood legend arose be

adopted by both the Aryans and the Hebrews and several other civilization.

In Britain the term “curry” has come to mean almost any Indian dish whilst most from the

sub-continent would say it is not a word they use but if they did it would mean a meat,

vegetable or fish dish with spicy sauce and rice or bread. The earliest known recipe for meat

in spicy sauce with bread appeared on tablets found near Babylon. In Mesopotamia written in

uniform text discovered by the Sumerians and dated around 1700 BC probably as an offering

to the God Marduk.

2.2 INDUSTRY PROFILE

Spices and aromatic vegetable products were used as a flavouring or as condiments

normally refer to the derivatives from certain herbs like seeds, leaves, bark, root etc. They

were used mainly for enhancing taste of the food. The word spice is derived from the word

spices which was applied to groups of exotic foodstuffs in the middle ages.

Spice term was formerly applied also to pungent or aromatic food, as

ingredient of incense or perfume and to embalming agent. Modern trend is to limit the term to

flavouring used in food or drink. Although many spices have additional commercial uses such

as ingredients of medicine, perfumes, incense and soaps.

-

The earliest literary record in India on spice is the Rig Veda. (BC1500). The

story Indian spices dates back to BC 7000 years into the past during the period of gulf of

Campattu, which was discovered on the sea shores of Gujarat. Spices can improve the

palatability and the appeal of dull diets or spoiled food. Piquant flavours stimulate salivation

and promote digestion in tropical climate. On the other hand they can add sense of inner

warmth when present in cooked foods used in cold climate. In India, traditionally, spices,

formed a part of common man’s daily food.

2.2.1 GLOBAL SCENARIO

Within the past one decade, the international trade in spices has grown by

leaps and bounds. As estimated 500,000 tonnes of spices and herbs worth US $ 1500 million

are now imported globally every year. An impressive 46% of this supply comes from India.

India’s exports and spice extracts have made spectacular growth attaining over 50% of the

global market within a short span.

This remarkable achievement is a boon and a sea of change in the industry scenario.

2.2.2 INDIAN SCENARIO

India produces 2.5 million tones to 3 million tones of spices annually. India

produces spices of different categories worth around US$ 3 billion. In terms of volume, India

accounted for 46 percent and 23 percent in value of global spice trade. (Source: Spices Board

India) India accounts for 25-30 per cent of world’s pepper production, 35 per cent of ginger

and about 90 per cent of turmeric production. Because of the varying climate suitable for the

spice cultivation almost all spices are grown in this country. In almost all the 28 states and six

union territories of India, at least one spice is grown in abundance. No country in the world

produces as much variety of spices as India.

2.2.3 STATE SCENARIO

Among the Indian Federal states, Kerala tops in pepper (96 percent), Cardamom

(53 percent), Ginger (25 per cent) production in the country. Andhra Pradesh leads in Chilly

and Turmeric production in the country with 49 per cent and 57 per cent. In coriander, cumin

-

and fenugreek production in the country, Rajasthan emerges as the largest producer with 63

per cent, 56 per cent and 87 per cent. The world spice trade is estimated at US$ 1.5-2 billion

in terms of value and 500,000 tonnes in terms of quantity.

2.3 INDUSTRY ANALYSIS

2.3.1 INDUSTRY KEY PLAYERS

The company has many competitors in the market because the condiments

industry it also small scale industry. So the company faces competitors mainly from three

different states like

Melam – Launched in 1992 by Dr Kurian John Melamparambil, Melam brand

products have become Household name. The Melam range is vast and includes a great variety

of preparations. The inspiration behind Melam is Padmashree Late Ms. Thangam Philip, the

world renowned food, catering and nutrition expert.

Double Horse - A visionary Shri. M. O. John, who brought about a great

revolution in the rice industry, Manjilas make about 20 varieties of rice and about 100

varieties of food products under the famous brand name DOUBLE HORSE.

3. ORGANIZATIONAL PROFILE

3.1 BACKGROUND AND HISTORY

The Eastern Group was founded by Mr. M. E. Meeran, chairman of the group,

nearly two decades ago. He started its activities as a business with a wholesale provision of

goods at Adimaly in 1969 named “Eastern trading company”. Eastern Coffee and Curry

Powder established in 1983 as a pioneer in the state to produce packed curry powders, coffee

powder and food products. Eastern Condiments was established in 1991, as an expanded

-

form of Eastern Coffee and Curry Powder, and employing 150 employees as oppsed to 20

workers with the Eastern Coffee and Curry Powder.

The company exports its products to Saudi Arabia and the United Arab

Emirates for the past few years and now the company exports its products to various parts of

the world like Middle East, the U.K, the U.S.A, Australia, Germany etc.

The production at the initial period was only 100kg per day. In those days, the

process of production was enhanced from grinding to pulverizing and so the production could

also help to preserve the natural taste of the powder. As Eastern curry powder unit could not

meet the increased demand, establishment of Eastern Condiments with a production capacity

of 20 tonnes a day was a absolutely necessary. From the initial production capacity of 100kg

per day, now it produces around 78 tonnes per day.

The purity and freshness of Eastern Curry Powders made “Eastern” a house

hold name in India and abroad. Bringing high quality products every day at affordable prices

to the common man for his daily use is the ultimate goal of Eastern group of companies.

Treating the customers with commitment for quality at the right price in all products is their

formula for success.

In 1991, when Eastern Condiments was established, 100,000 Kg of sales was

registered. The company is the leading brands in India and second most popularized brand in

Kerala .The company hold 75% market share and it follows cash and carry method. The

company follows direct distribution and it has 86 routes. Now the company has 2500

employees and the last year turnover was Rs. 450 Cr. The company plans to attain the target

of Rs.1000 Cr by 2012.

3.2 VISION, MISSION, OBJECTIVES AND GOALS

VISION

Become the undisputed leader in condiments in India and also the preferred taste of

the average Indian household in 3 years.

-

MISSION

To be the PREFERRED SUPPLIER:- Catering to the basic needs of the mass market

by providing products of outstanding value through the adoption of global standard and

innovative practice.

To be a PREFERRED EMPLOYER in the Industries:- By providing a challenging

work environment and also adding value to the employees through diverse exposure and

continuous education.

To be the PREFERRED BUSINESS PARTNER of all our stake holders, by providing

them with exemplary benefits.

OBJECTIVES

To provide good quality goods to the present and prospective customer so that

company can prosper more.

To have continuous availability of product of Eastern so that there shall not be any

shortage of goods in the market.

To give the customers delight that is giving more than what is expected by the

customer.

CORE VALUES

INTEGRITY : Delivery on commitment, professional and personal integrity, doing what is

promised.

RESPECT FOR OTHERS : Values Team's views, gives space for other ideas, values new

initiatives, customer orientation.

TEAM WORK : Working with the team, providing expertise when required, ability to adapt

to changing needs of business and team composition.

-

LEADERSHIP : Taking initiative and ownership, ability to take team members together to

the company's goals.

INNOVATIVE THINKING : Ability to think and act beyond the obvious, achieving

excellence through varied initiatives.

3.3 PRODUCTS AND MARKETS

Eastern processes and manufacture Spices and blended spice powders. Spices are

procured from the finest plantations in Kerala, India.

DIRECT POWDERS

TURMERIC POWDER CHILLI POWDER CORIANDER POWDER BLACK PEPPER POWDER

DIRECT SEEDS

MUSTARD CUMIN BIG JEERA MEETHI

BLENDED CURRY POWDER

RASAM POWDER SAMBAR POWDER PICKLE POWDER FISH MASALA CHICKEN MASALA MEAT MASALA BIRIYANI MASALA GHARAM MASALA KABAB MASALA

-

PICKLE

MANGO TENDER MANGO PICKLE GINGER GARLIC LEMON DATES PRAWN MIXED VEGETABLE

Outsourced product

Company outsource the manufacturing/procurement of the following product.

TAMARIND RICE PALADA COCONUT GINGELLY OIL

The product is tested in the laboratory prior to acceptance. The outsourced units are

inspected based on established parameters annually.

3.4 CERTIFICATIONS, AWARDS, RECOGNITIONS

The eastern group has won many prestigious awards for its outstanding performance

by Spices Board India for 12 consecutive years from 1998 to 2009-’10. Mr.M.E.Meeran,

Chairman of Eastern Group was awarded as the “Best Business Man Of The Year” by

Business Deepika (leading business journal in Kerala) in 2007-2008. He is also the award

winner of “Best Entrepreneur Of The Year” by Mangalam Publications. The company has

also won the FACT MKK NAIR MEMORIAL PRODUCTIVITY award for the year

1995-’96.

The company has got ISO 22000 and the HACCP certification. Eastern was the first

company in India to get ISO 22000 certificate. Every award has been a stepping stone for

achieving greater heights and look forward for higher goals. The foresight of the chairman is

the guiding light for the blazing track of the group.

-

ISO: 22000-2005 Certificate issued by Food Cert BV Netherlands. Accredited

by RvA the first body in the world for food safety accreditation. Eastern is the first

company in India to get ISO 22000 certification in the spice sector.

HACCP - Certificate issued by Food Cert BV Netherlands. Accredited by Rv A the

first body in the world for food safety accreditation.

3.5 STRATEGIC PLANS AND FUTURE PROGRAMMES

The future plans of the company include modernization of existing unit to improve

quality and to meet the modern market requirement.

Establishing branches in neighboring state to promote Eastern products.

Establishment of export oriented production unit for selected high demanded item.

Computerization of entire business.

Establishment of new processing and value addition units.

Strengthening of quality control and food testing laboratory.

Promote agricultural cultivation and conservation within and outside Kerala.

Purchase of raw materials raised by farmers through Eastern agents spread all over the

state through an effective buy back arrangement to encourage all plant cultivation by farmers.

4. ORGANIZATIONAL STRUCTURE

-

5. FUNCTIONAL ANALYSIS

5.1 HUMAN RESOURCE AND ADMINISTRATION DEPARTMENT

STRUCTURE :

-

FUNCTIONS :

RECRUITMENT

Recruitment is the process of filling the vacancies in an organization. It is the first

steps in selection process.

-

In Eastern, direct recruitment method is used frequently for recruitment .The firm places job

advertisement in Malayalam and English newspapers. And in TV, media and tries to attract as

much as calibre people from the outside.

The company also have internal recruitment for filling the post by efficient and skilled

workers from the rank , promotion and panchayat have preferred local candidates who

belongs to surroundings.

SELECTION

In Eastern, the selection process is only through direct interviews. Employees are

transferred to the different departments on the basis of their skills.

TRAINING AND DEVELOPMENT FOR EMPLOYEES

Senior manager HR and Administration shall be assigned to facilitate or coordinate

training facilities to enter organization as per the requirement of each requirement. All

personal shall be aware of their role and responsibilities in protecting product from

contamination or deterioration.

TRAINING NEED ANALYSIS

Training can be evaluated at any of three stages; Input, Throughput, Output.

The following training need has been identified based on the competency requirements for

ensuring the food safety conditions of the jobs assigned to the staffs for the year 2009-2010.

Training required to:

Fire and safety

Legal update

Communication skill

ISO documentation

Leadership development

Pollution control

HR concept & welfare

DESIGNING TRAINING PROGRAMME

-

Training summary

Training feedback

Identification of training need

Training effectiveness analysis report

Training calendar

ASSESSMENT OF TRAINING EFFECTIVENESS

Periodic assessment of the training programme shall be carried out as well as the

routine supervision and checks to ensure that the procedures of food safety are being

practiced. The concerned HOD’s or in the case of workers; immediate supervisors will be

responsible for measuring the effectiveness of training according to the form by any of the

methods:

Personal/group interview

Questionnaire method

Feedback form in events or practices

Submission of report

INDUCTION AND ORIENTATION

Planned introduction of employees to their jobs, co-workers, and the organization.

Orientation also called introduction is designed to provide a new employee with the

information he/she needs to function comfortably and effectively in the organization.

TYPES OF ORIENTATION

Formal

Informal

Individual

Collective

PERFORMANCE APPRAISAL SYSTEM

-

Eastern is following a special type of system for appraising the workers that is the

Key Result Area. Here the performance of individual employees is evaluated by his

immediate superior officers. The officers will evaluate the employee’s performance on the

basis of result produced by them and give a report to the board for a particular period of time.

If the board is satisfied he\she will forward it to the top level management by recommending

on incentive\ promotion.

WAGES AND SALARY

The wage payments are made into two systems:

PIECE RATE SYSTEM

Under piece rate system of payment, wages are paid on time production goes

up when wages are paid according to piece rate system. This mode of payment prevails on the

packing section.

SALARY SYSTEM

This mode of payment is applicable for the rest of the workers which also

includes the loading and unloading workers.

LABOUR WELFARE FACILITIES

The company provides a lot of non-monitory benefits to their employees. Some of

them are as follows:

1. Transportation

Transportation is provided to the employees to different destination points @ a

subsidized rate.

2. Canteen facilities

All the employees are given free food at Eastern

3. Personal Protective Equipments.

Personal protective equipments like head wears; aprons and uniforms are provided to

the worker.

4. Medical Insurance.

-

The employees are provided with medi-claim policy, which gives free medical

insurance to the employee and his/her family.

5. Pension Scheme.

The scheme has been formulated for those employees who have retired from their job.

6. Annual Medical Check- up.

The employees are provided with free annual medical check-up

7. Tours and Picnics.

Tours and Picnics are conducting once in a year which increases the motivation and

initiatives of the employees.

PAYROLL PROCESSING

In eastern, payroll processing is done by the process of Book Recording

GRIEVANCES REDRESSAL

Generally, grievances mean any factors involving wages, hours of work or

condition of work environment. In Eastern, all work as a family and all workers are free to

make know his superior, if he has any grievances. The company has kept some persons in the

company itself where the employees can directly com and tell his problems in any case and it

will slowly reach the management. For this, the company also conducts some training

programmes and meetings where the employees can speak about any problem he has in the

company.

FOOD SAFETY OBJECTIVES OF HR DEPARTMENT

To provide at least 12 hrs training to every employee yearly about food safety..

To ensure provide induction training new employees within two weeks from date

of joining

WOMEN EMPOWERMENT:

-

Eastern Condiments gives preference for women as their workers. Around

80% of workers are women.

FINANCE AND ACCOUNTING DEPARTMENT

STRUCTURE :

-

The total number of workers working under finance department is 22. The

software used in accounting system is Orion system developed by ICICI INFOTECH. The

company planning to imply INITIAL PUBLIC OFFERINGS (IPO). The prominent bank of

the company is Federal bank, Adimali. The department makes monthly ledgers checking for

expenses control.

A/C RECEIVABLE & PAYABLE

The company also have credit sales and purchase. They gives bills to their

debtors and receive bills from creditors for credit dealings. The bills are transferred to cash

within short period.

-

INVESTMENTS

The company invest in FDI last year on the basis of IRR.

SOURCES OF FUND

The main sources of fund from sales, and overdraft from bank

TAX PAYMENT

A separate department working under finance department called Tax

Department. Tax payment through e-filling in 15 th day of every month. There are 50-60

crores will pay for sales tax by the company.

FRINGE BENEFITS GIVEN TO EMPLOYEES

GRATUITY

BONUS (11%)

PROVIDENT FUND (12%)

NET PROFIT & GROSS PROFIT

The profit for the year ended 31st march 2009 is 48 crore turnover in last year 20,028.25 Lakhs- Gross profit

Profit After Tax is 591.79 Lakhs

WORKING CAPITAL MANAGEMENT

-

Working capital managed by the company by using overdraft from bank. The company is dealing with the federal bank.

PRODUCTION DEPARTMENT

STRUCTURE :

-

LOADING AND UNLOADING

Loading and unloading of raw materials are done by workers in Eastern itself.

SCHEDULING

By analyzing the demand based on the sales for past three months, they will schedule the raw

materials, working time, number of workers needed, and product quantity.

INVENTORY MANAGEMENT

As the final product is a food material, the company didn’t manage inventory. They will sell

whatever they produced.

-

RESEARCH AND DEVELOPMENT

Research and development wing has doing researches about how to improve taste and the

quality of the products.

AVOIDANCE OF ACCIDENTS

For safety conditions, the company sets a safety measure known us C C P: Critical Control

Point. The company pays more attention on most dangerous zones which havs a wide

possibility of hazards.

SAFETY MEASURES

Workers should wear aprons, masks, caps while working in the production department. The

company takes necessary steps for preventing fire and natural hazards.

MACHINERY MAINTAINANCE

The company maintains a separate department called MAINTAINANCE DEPARTMENT for

the maintenance of machinery, automobiles, electrical etc. There are nine workers working

under this department. The machineries are being checked in every week. The company is

maintaining entire spare parts for the machineries, so that if any machinery is break down,

they can replace it immediately.

PRODUCT STANDARDS

Eastern is the first company in India and the second company in Asia got ISO 22000

Certification.

Eastern got ISO Certification in the year 2000-20005.The Organization shall ensure the

following basic requirements for the implementation of ISO 2200.

-

The food safety hazards that may be reasonable expected to occur i relation to

products within the scope of the system are identified, evaluated and controlled in

such a manner that the products of the organisation do not directly or indirectly harm

the consumers.

Communicate appropriate information through the food chain regarding safety issues

related to its products.

Communicate information concerning development, implementation and updating of

food safety

MARKETING DEPARTMENT

STRUCTURE :

-

MARKETING FUNCTIONS

Developing marketing strategies

Capturing marketing insights

Connecting with dealers & consumers

Building strong brand image

Delivering value to customers

PRODUCT DISTRIBUTION CHANNELS

Factory fresh outlets

Whole sellers

Retailers

-

MARKETING STRATEGY

Company follows push and pull strategy in the case of marketing.

Merchandise strategy is also followed.

TARGET ACHIVEMENT METHODS

Increments and spif are given based on the performance of the sales executives

MARKETING PRODUCT LINE

Spice powders

Pickles & pickle powders

Rice flower

Tea & coffee

CUSTOMER BENEFICIAL & SATISFACTION IDENTIFICATION METHODS

Yearly conducting dealers meet

Customer satisfaction details collected from dealers

IDENTIFICATION OF CUSTOMER EXPECTATION

Through SMRI – Professional survey team

Through dealers

CUSTOMER ORDER RECEIVE AND FOLLOW UP

The orders receive from dealers in weekly once.

-

MARKETING TOOLS & TECHNIQUES

The various sales techniques consist of:-

1. Route Sales

2. Factory Fresh Outlet

3. Inter Company Sales

4. Export Sales

DEMAND ANALYSIS

The average percentage of three constitutive months plus 5 % of the average sales.

METHODS OF OVERCOMING COMPETITORS

There is no stiff competition faced by the company, that’s 70% market share belongs

to companies product. The total number of competitors of local market is 187.

MARKET SEGMENTS

The company’s product mainly segmented on the basis of geographical, cultural and

customer features.

ADVERTISEMENT & SALES PROMOTION

NEWS PAPER

-

TELEVISION

DISCOUNT

PRODUCT PUBLICITY

Mainly through advertisement

CUSTOMER RELATIONSHIP MANAGEMENT

Eastern products are already branded. The company give more importance to quality

of the products, so the products already have regular customers.

PRODUCT SELLING PROCESS

The sales executive for each route gives the order to be dispatched to each sales depot.

He also takes care of the billing and cash transactions. After making a sale, a sales invoice is

made and the summary is given to the cash department. The sales assistant places the order to

different shops. 

      After the delivery of goods, the vans return and by verifying the order form, the stock is

checked. The accounts are maintained on a weekly basis. The company has around 40000

retailers. Mainly, cash transactions are undertaken and credit facilities is entitled to only

around 200 parties.

      On every Monday following the production week, the products are distributed from the

group’s sales depot to every retailer by company’s own vehicles. A string of vans carrying

freshly powdered spices is a common sight on the mountains. This is one of the important

advertisement techniques of the company. The advertisements through these vehicles have no

additional cost. There are hundreds of vehicles carrying freshly powdered spices distributing

the various products across the state. It gives maximum publicity and advertisement to the

company and the brand.

      A meeting of the sales executives are held every week after they return from their

different routes. Here, every aspect of the weekly sales will be discussed and any problems

arising can be brought to the notice of the management.

-

 By direct distribution the company has achieved a lot of benefits. Some of them are as

follows;

They can deal with the wholesalers and retailers directly at their door step.

The company can contact the dealers and traders continuously and evaluate the

business.

The company can avoid the role of intermediaries in the distribution of the

product. It helps to avoid unnecessary commission, brokerage and other related

expenses.

The company can maintain a good relationship with the wholesalers and retailers.

The company’s own vehicles undergoing distribution aids to give an important

mode of advertisement in addition to the other media advertisements. This incurs

no additional cost.

      Eastern Condiments has entered into World market in the recent years. In India it is

capturing both urban and rural markets. In Kerala it is the market leader with more than 60%

market share to almost all its products. In Tamil Nadu and Karnataka the company holds a

20% share and it is gaining strength. It is also to be noted that 50% of the market is still using

homemade products, 50% of the market is still untapped. So there is lots of growth potential

for the company.

EXPORT DEPARTMENT

Exporting of products are done under a separate department in the company. 60% of the total

production are exported to various countries. 90 % of goods are exported to gulf countries

and 10% to Australia, UK etc. Pickles are exported in bottles and chilli and chilli powder in

boxes.

Every year, an average of 40 % growth in exporting are acquired by the company.

Money transaction is in dollars and exporting is by the way of direct exporting

-

IT DEPARTMENT

STRUCTURE :

-

SYSTEM ANALYSIS & DESIGN

The centralized software that is ERP ORION is developed by ICICI INFOTECH. And

other three softwares that is - ECPL software for accounting department, another home

developed software is fuel management software, It is used in the workshop of eastern pump

management

FRONTEND & BACKEND TOOLS

frontend-devoloper

Backend-oracle

IDENTIFICATION OF ERROR

Full centralized scanning from the corporate office.

SYSTEM PROTECTION

MS fore friend Antivirus used for system protection.

-

7. ORGANIZATIONAL ANALYSIS

7.1 SWOT ANALYSIS

STRENGTH

It is the largest exporter of spice powder in consumer pack from India that export

mainly to Middle East, USA, UK, Australia, and 60% of its products and has

presence in 10 countries.

Award for outstanding export performance by spice board India for 13 consecutive

years (1997-98 to 2009-10)

Direct sales company owns vehicles under going distributive aids to give an important

mode of advertisement.

Fully computerized dept so easy handling of transaction and documents.

Ensures high quality in all products through modern lab facility.

Company has HACCP, ISO 9001 2000, and 22000 certification. First company in

India and second company in Asia to get ISO 22000.

In Kerala, Eastern is the market leader with more than 70% market to almost all its

products.

About 80% of the workers are women. The company make more concentration on

women empowerment

-

WEAKNESS

Company doesn’t maintain public relation department separately.

Lack of research in marketing level.

Location of factory is not suitable for easy transportation.

While bearing the name Eastern, the consumers are having only the image of curry

powder and they are not aware of other product.

Consumers are not aware about the ISO certificate. Company not paying much

attention making consumers aware of ISO 22000.

OPPORTUNITIES

Attract foreign investment for further development.

Participation in International exhibitions and food fest.

Extend product line (instant gravy mix) like other rivals.

Extent market to other countries also.

Tap SHG's for pickles in local markets

Starting of exclusive showrooms in different parts of state.

Starting a spices garden it gives two opportunities :

Can be used for research activities.

Can be promoted as a tourist centre

Enter the Organic Farming as a Niche Market.

THREATS

-

High competition in local national export market.

Each year hundreds of new curry powder companies are rising in whole market.

Upcoming retailers and their product.

Unexpected climate change.

Appreciation in money value.

Change in consumer attitudes and preferences.

7. CONCLUSIONS

The study conducted at Eastern Condiments Pvt. Ltd., which is one of the

pioneer in Condiment industry and the market leader in variety of packaged curry powders in

South India. It was a general study regarding all functions and aspects of Eastern Condiments

Pvt. Ltd., and giving more importance to Human Resource, Marketing, Finance, Production,

and Export & E.D.P. It is found that a cordial relationship is maintained between all

departments for the smooth functioning and achievement of the organizational goal of

maintaining the market leadership and company’s image. Eastern has achieved these enviable

heights mainly due to the hard work and commitment of quality besides bringing a good

product at right prices to the consumers.

The study was helpful in the understandinf of how the company identifies the

right taste of the consumers and how it became the leading brand in south India and largest

exporter of spice powders in consumer pack from India. I was also able to understand some

of the opportunities and threats of the company. In the organization study the researcher had

gone through a detailed study on the implementation of ISO 22000 Certification.

-

8. BIBLIOGRAPHY

• Philip Kotler Kevin Lane Koter . Marketing Management, 12"' Edition,New

Delhi, Prentice Hall of lndia Pvt Ltd, 2005.

V.S.P Rao. “Human Resource Management Text and Cases.” Second Edition, New

Delhi, Prentice Hall of lndia Pvt Ltd,2009

Websites

www.eastern.in

www.google.com

-