Ceat tyre summer intership report for Penetration in the market & Set up New distribution channel,...
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Transcript of Ceat tyre summer intership report for Penetration in the market & Set up New distribution channel,...
BRAJENDRA SHARMA ( SIP REPORT IN CEAT TYRE)
GHS IMR KANPUR www.ghsimr.org
FACULTY GUIDE COMPANY GUIDE Prof. Suneel Gupta Mr. Ritu Raj(Associate professor) ZBM CEAT TYRE (U.P)
GHS-IMR
CEAT TYRESCeat Ltd, a part of the RPG Goenka group, is the second largest tyre manufacturer in the country after MRF. Ceat manufactures truck & bus, passenger car, scooter and LCV tyres. The company is a dominant player in the truck & bus and passenger car tyre segments with a market share of 14% and 17% respectively
In 1958, CEAT came to India, and CEAT Tyres of India Ltd was established in collaboration with the TATA Group
In 1982, the RPG Group took over CEAT Tyres of India, and in 1990, renamed the company CEAT Ltd.
Over 6 million tyres produced every year , Exports to USA, Africa, America, Australia and other parts of Asia Network of 36 regional offices, over 3,500 dealers and more than 100 C&F agents
NEED OF THE PROJECT
The Ceat has introduced a new PLant located near Halol, Gujarat & It would roll out by May 2010. Expected Production is 4 mn tyres in Phase 1, while its capacity will
Increase to 12 mn in the next 10 years.
Joining of the Project = 03/05/10
• AIM OF THE PROJECT--------
Finding New Point of sale and Proposed a New Distribution Channel in Rural/Urban Area’s For the CEAT TYRES in U.P.
OBJECTIVES OF THE STUDY• 1. POTENTIAL AREA-----COVERED AREA-----EXSITING POPULATION-------POTENTIAL OF
TWO WHEELERS TYRE MARKET----POTENTIAL MARKET FOR CEAT----NEW POS FOR CEAT
• 2. FINDING COMPETITORS (MRF, TVS, APPOLO, BIRLA, J.K.TYRES )---MARKET STRATEGY—DISTRIBUTION NETWORK—PRICING—PRODUCT RANGE
• 3. AVAILABLE PRODUCT RANGE---NEW RANGE IN DEMAND
• 4 . POTENTIAL AREAS FOR THE NEW DISTRIBUTORS
ACTION PLAN• TARGET LOCATIONS - Petrol Pumps, Auto Parts Shops , Service Centre
in Rural & Urban Areas.• Collection of data from dealers / distributors for measuring which areas
have more demand and which have less demand.• Collection of data from Auto Parts Shops / Service Centre , to find that
their monthly demand gets fulfilled or not and from which areas they Purchase Tyres for Measuring Existing Distribution Network
• Collection of Data from Petrol Pumps ,they Interested or not for selling tyres if CEAT Provide Tyres
• THE DATA WE COLLECTED WAS THROUGH QUESTIONNAIRE.
Survey form for Bike Owners
a. Name of respondent : b. Mob no : c. Age : 18-25 25-30 30-35 35-40 >40 d. d. Income (monthly basis)
5,000-10,000 10,000-15,000 15,000-20,000 20,000-25,000 25000+
1. Do you visit this petrol pump regularly?
Yes No
2. If yes, then how often? >=3 times a week 2 times a week <Once a week
3. How do you perceive the quality of fuel at this pump?
a. Very reliable b. Can be improved c. Don’t trust 4. Is your home/office near to this pump?
Yes No 5. How far is the above? (range in kms)
1-3 km 3-5 km 5-7 km >7 km 6. What all services at this pump do you use?
1. Only petrol 2. Petrol and air 3. Puncture and small repairs 4. Servicing 5. Spare parts
7. Which branded tyre company would you choose for your next tyre?
MRF CEAT J.K.TYRE DUNLOP TVS
8. Where do you like to purchase tyre for your bike ?
a. Autoparts shops b. Branded Stores/Dealers c. Service centres
9. If CEAT tyres are made available at this POS, would you like to get it from here?
Yes No
10. What do you see when you go for purchasing tyres ?
a. Quality b. Service c. Price d. Brand
11. In terms of service how much are you willing to travel ?
a. Should be very close b. Some distance c. Any distance
Survey form for Owner/Manager of Petrol Pump
a. NAME OF THE PETROL PUMP : b. ADDRESS : c. OWNER’S NAME : d. MOB NO :
1. HOW MANY TWO WHEELERS COME DAILY
50-100 100-200 200-400 400-600 600-800
800-1000 1000+
2. HOW MANY SERVICES YOU PROVIDE ALONG WITH PETROLEUM
ONLY PETROL
AIR CHEKING
REPAIRING & SPARES
OTHER SERVICES (SERVICING ETC.)
3. WHAT YOU THINK IF YOU START SELLING TYRES TOO
VERY INTERESTED CAN THINK ABOUT IT NOT INTERESTED
4. IF CEAT PROVIDE YOU WITH TYRES, WOULD LIKE TO START SELLING TYRES
YES NO
Survey form for Owner/Manager of Spare Parts Shop
a. NAME OF THE SHOP : b. ADDRESS : c. OWNER’S NAME : d. MOB NO :
1. Do you sell tyres or not?
Yes No
2. In a month, how many tyres do you sell on an average ?
a. 50-100 b. 100-200 c. 200-300 d. 300-400 e. 400+
3. Is the supply of tyres to you sufficient?
Yes No
4. How many tyres can you sell per month? a. 50-100 b. 100-200 c. 200-300 d. 300-400 e. 400+
5. Tyre Sales Pattern
Primary Sales% Secondary Sales%
6. HOW YOU PURCHASE TYRES
____________________________________________________________
7. Would you be interested to receive tyres directly from C&F instead of _________________
8. HOW YOU CATEGORISE TYRE (A-E)
CEAT MRF J.K.TYRES DUNLOP
9. What is your preference if you choose a to sell a brand of tyre ?
AVAIBILITY MARGIN SERVICE PRICE
Field work
ETAWAH 1. (Route----Etawah—Bharthna—Bakewar-) ( 70 KM )2. Route—Ajitmal---Baburpur---- Maheva—Bakewar—Lakhna--- ( 80 KM)3. Etawah----Mainpuri------Karhal---- Saifai------Etawah (148 KM )4. Etawah---Jaswant Nagar----Etawah------Ekdil---- Local Etawah City ( 66 KM )
BAREILLY5. Bareilly-----Milak----Kemari----Bilaspur— Bhota---Rampur------Bareilly (130
K.M.)6. Bareilly-----Binavar-----Badaun----- Bareilly---(DISTANCE-68 K.M.)7. Bareilly---Nawab Ganj---Pilibhit---Bareilly (126 K.M.)8. Bareilly Local
FATEHPUR Khaga – Bindki –Jahanabad --Fatehpur
DATA ANALYSIS OF THE BIKE RIDERS &PETROL PUMPS OWNERS
Which age group comes more on petrol pumps
35.7 %
28.7 %
14.8 %
4.3 %
16.5 %
No of responded = 115
Quality of fuel at the petrol pump
Frequency PercentValid
PercentCumulative
PercentValid very
reliable 71 61.7 61.7 61.7
can be improved 29 25.2 25.2 87.0
don't trust
15 13.0 13.0 100.0
Total
115 100.0 100.0
Reliability of bike riders on petrol pumps
61.7 %
25.2 %
13 %
No of responded = 115
Next tyres choice
Frequency PercentValid
PercentCumulative
PercentValid mrf
67 58.3 58.3 58.3
ceat19 16.5 16.5 74.8
j,k.tyres20 17.4 17.4 92.2
dunlop7 6.1 6.1 98.3
tvs2 1.7 1.7 100.0
Total115 100.0 100.0
Next tyres choice (market share of CEAT)
58.3 %
16.5 %
17.4 %
6.1 % 1.7 %
No of responded = 115
RESEARCH METHOLOGY(CHI-SQUARE)
• Hypothesis Ho = Purchasing perception is independent
of age Ha = Purchasing perception is not
independent of age
Step -2 Chi-square = ∑ (fo- fe) /feStep -3 α = 20 % = .20
2
Chi –square test
Step -4 The degree of freedom are (5-1) (4-1) = 12 and critical value
χ = 18.54 • The decision rule is to reject null hypothesis if
observed value of chi-square is greater than 18.54
2
.10, 12
Chi –square test• Observed value of chi- square χACTION The Observed value of Chi-square is
greater than the critical value 18.54 so the null hypothesis is rejected
BUSINESS APPLICATION :- Peoples purchasing perception is not in depended on the age. so CEAT tyres should focus on those criteria which have major point as service and quality for increasing their sales.
= 18.84 2
If ceat provide it at the petrol pumps you like buy tyres from the petrol pumps
Frequenc
y PercentValid
PercentCumulative Percent
Valid yes
79 68.7 68.7 68.7
no
36 31.3 31.3 100.0
Total
115 100.0 100.0
If ceat provide it at the petrol pumps you like buy tyres from the petrol pumps
68.7 %31.3 %
No of responded = 115
Perception of petrol pumps owners
Frequency PercentValid
PercentCumulative Percent
Valid very interested 18 81.8 81.8 81.8
can think about it 4 18.2 18.2 100.0
Total
22 100.0 100.0
Perception of petrol pumps owners
81.8 %
18.2 %
Perception of petrol pumps owners to start selling of tyres
Frequen
cy PercentValid
Percent
Cumulative
PercentValid yes
17 77.3 77.3 77.3
no5 22.7 22.7 100.0
Total22 100.0 100.0
Perception of petrol pumps owners to start selling of tyres
77.3 %
22.7 %
ANALYSIS FROM BIKE RIDERS & PETROL PUMPS OWNERS DATA
• Age group (18-25), (25-30), use to come more on Petrol pumps, invest more money on fueling , so CEAT should focus on these groups
• Few petrol pumps fuel quality is to good, people come these petrol pumps from long distance, such petrol pumps can be use for the sale of tyres.
• from the chi-square test peoples purchasing perception is not depended on the age, CEAT should focus on the services & quality CEAT should focus on services as avability and replacement of tyre at every place
• MRF,J.K.TYRES have more market share than CEAT . so CEAT require to do some advertising of their brand.
• Petrol pumps owners are ready to sell the tyres at the petrol pumps because it would be part time businees to them
• If CEAT opens their srvice centre/shops/ provide tyres at the petrol pumps people are ready to purchase tyres from the petrol pumps.
DATA ANALYSIS FROM AUTO PARTS SHOPS
Research Methology• If CEAT PROVIDES TYRES AT THE AUTO PARTS SHOPS SO THEIR
SALE WILL INCREASE OR NOT• Wilcoxon matched paired signed rank testHypothesis :- H 0 = There would not be difference on the sales• H a = There would be difference on the sales• Step 2:- Significance Level = 0.25• Step 3:- Rejection Region Reject the null hypothesis if p-value ≤ 0.25
• a monthly sale can be < monthly sale of tyres• b monthly sale can be > monthly sale of tyres• c monthly sale can be = monthly sale of tyres
Monthly sale can be – monthly
sale of tyresZ -4.479(a)
Asymp. Sig. (2-tailed) .000
a Based on negative ranks.b Wilcoxon Signed Ranks Test
Step 5: DecisionSince p-value = 0.000 ≤ 0.25, we reject the null hypothesis.
Step 6:- If CEAT made available tyres at the auto parts shops sales of tyres will increase
Preference to sell a brand of tyres of Auto parts shops
Frequen
cy PercentValid
Percent
Cumulative
PercentValid avaibility
14 25.5 25.5 25.5
margin 23 41.8 41.8 67.3
quality 17 30.9 30.9 98.2
price 1 1.8 1.8 100.0
Total 55 100.0 100.0
ANALYSIS FROM THE AUTO PARTS SHOPS
• Auto parts shops owners sell tyres on the basis of margin, quality and avaibility which company provide more margin they prefer that tyres more to the consumers
• If CEAT provide tyres at their shops so their transporting cost will get reduce and
they would be able to get more margin from ,it they will prefer CEAT more for the sale.
• If CEAT made available tyres at the auto parts shops their market will increase,
at the present time avaibility of CEAT is not sufficient in the market, distribution channel is not sufficient
• Auto parts shops owners categories MRF as A and CEAT B but lack of advertising by the CEAT people prefer other branded tyres ( j.k.,mrf, tvs, ) more.
POTENTIAL MARKET OF CEATName Potential CEAT Strong CEAT Marginal CEAT Absent
MAINPURI 3110
KARHAL 328
SAIFAI 244
MAHEVA 316
BABURPUR 310
AJITMAL 204
BAKEWAR 178
BHARTHNA 524
LAKHNA 142
EKDIL 134
POTENTIAL MARKET OF CEATName Potential CEAT Strong CEAT Marginal CEAT Absent
JASWANT NAGAR 344
ETAWAH 2800
MILAK 348
KAIMREI 324
BILASPUR 484
RAMPUR 3810
MIRANPUR 358
TILHAR 718
SHAHJAHAPUR 4040
DEVCHARA 280
POTENTIAL MARKET OF CEATName Potential CEAT Strong CEAT Marginal CEAT Absent
BUDAUN2008
RITHOURA190
PILIBHIT 1682
BAREILLY 9486
JAHANABAD 163
THRIYAW
BINDKI 232
CHAUDAGRA 69
BAHUWA 63
FATEHPUR 843
KHAGA77
TOTAL TWO WHEELER TYRES POTENTIAL MARKET OF ETAWAH (8734 tyres/month )
TOWN POPULATION POTENTIAL MARKET
POTENTIAL monthly demand
MAINPURI 279800/5 55960/12*3 3110
KARHAL 29500 5900 328
SAIFAI 21900 4380 244
MAHEVA 28500 5700 316
BABURPUR 27900 5580 310
AJITMAL 18500 3700 204
BAKEWAR 15920 3184 178
BHARTHNA 47180 9436 524
LAKHNA 12760 2552 142
EKDIL 12030 2406 134
JASWANT NAGAR
30830 6166 344
ETAWAH 252180 50436 2800
SET UP A DISTRIBUTORS
• If CEAT set up a distributor in ETAWAH then• Route• Route wise potential • Route mapping• R O I Calculation for petrol pumps and auto
parts shops
ETAWAH
maheva
18km
15km
Baburpur
4km
Ajitmal
Ekdil
10km
Jaswant nagar
28km
saifai
Karhal
Mainpuri
16Km
25Km
28Km
Bharthna
24Km
Bakewar
Lakhna
30Km
3Km
26Km
Etah130Km
12.76
15.92
47.18
12.03
252.18
30.83279.8
29.5
21.9
28.5
27.9
18.5
130.8
Route 1
Route 2
Route 3
Route 4
Route wise potentialRoute Town Potential
Route 1 Etawah-saifai-karhal-mainpuri
3682
Route 2 Etawah-maheva-baburpur-ajitmal
930
Route 3 Etawah-bharthna-bakewar-lakhna
844
Route 4
Route 5
Etawah-jaswant nagarEtawah-ekdil
Etawah local
478
2800
Total potential tyres = 8734
Cluster Maping
TOTAL POTENTIAL MARKET OF BAREILLY TOWN POPULATION POTENTIAL
MARKETPOTENTAIL MONTHLY DEMAND
MILAK 31182 6236 348
KAIMERI 29101 5820 324
BILASPUR 43590 8718 484RAMPUR 342880 68576 3810
KATRA MIRANPUR 32173 6435 358
TILHAR 64550 12910 718
SHAHJAHAPUR 363478 72696 4040
DEVCHARA 25,000 5,000 280
BINAVER 26732 5346 296
BUDAUN 180728 36146 2008
TOTAL POTENTIAL MARKETTOWN POPULATION POTENTIAL
MARKETPOTENTIAL MONTHLY DEMAND
RITHOURA 17134 3426 190
NAWABGANJ 37333 7466 415
PILIBHIT 151380 30276 1682
BAREILLY 853803 170760 9486
TOTAL POTENTIAL = 24439 TYRES
SET UP A DISTRIBUTORS
• If CEAT set up a distributor in BAREILLY then• Route• Route wise potential • Route mapping• R O I Calculation for petrol pumps and auto
parts shops
ROUTE WISE POTENTIALROUTE TOWN POTENTIAL
ROUTE 1 BAREILLY-MILAK-KAIMERI-BILASPUR-RAMPUR-BAREILLY
4966
ROUTE 2 BAREILLY-MIRANPUR-TILHAR-SHAHJAHAPUR-BAREILLY
5116
ROUTE 3 BAREILLY-DEVCHARA-BINAVAR-BUDAUN-BAREILLY
2584
ROUTE 4 BAREILLY-RITHOURA-NAWABGANJ-PILIBHIT-BAREILLY
2287
ROUTE 5 BAREILLY LOCAL 9486
Route 1 route 2
BAREILLY340
MILAK(31.1, 25KM)
KAIMERI
RAMPUR(342.8, 17KMBILASPUR
(43.1, 10KM)
MIRANPUR(32.1, 20KM)
TILHAR(64.5, 28KM)
SHAHJAHAPUR(363.4, 37KM)
DEVCHARA(25, 10KM)
BINAVER(26.7, 18KM)
BUDAUN(180.7, 27KM)
RITHOURA(17.1, 10KM)
NAWABGANJ(37.3, 28KM)
PILIBHIT(151.3, 25KM)
(29.1, 15KM)
Route 3
Route 4
ROUTE CLUSTER
BAREILLY
MILAK
KAIMERI
BILASPUR
RAMPURMIRANPUR
TILHARSHAHJAHAPUR
DEVCHARABINAVERBUDAUN
RITHOURANAWABGANJPILIBHIT
(4966, 67KM)
(2584, 55KM)
(2287, 63KM)
(5116,85KM)
(9486, 40KM)
FOR ROI CALCULATION• For Distributorship to Spare Parts Shops:• Annual Rent = 1, 80,000• SDS= 1, 50,000• LCV Cost =2, 25,000 • CAPACITY = 10 TON (500 TYRES)• • Monthly Expenses• • DIESEL required = (Total distance/Mileage)• Expenses on diesel = required diesel * rate per ltr• Salary Expenses (1- driver, 1- Accountant, 1- sales person, 2- labour) = • Advertisement expenses =• Invoice price = 1165• Selling price = 1300• Discount from CEAT = 6% on invoice price /tyre =70• Total profit = 205 Rs / tyre• Mileage of LCV = 15 Km / Litre• Diesel cost = 37 Rs / Litre• Driver salary = 6000 Rs/ month• Accountant salary = 10,000 Rs / month• Super wiser salary = 10,000 Rs / month• CEAT Person = 10,000 Rs / month• Labour salary = 4000 Rs / month• Total salary expenses = 40,000 Rs• Mislleneous = 5,000 Rs / month
FOR ROI CALCULATION• For Distributorship to Petrol Pump Owners:
• Establishment Cost = 1, 50,000 Rs• SDS = 1, 50,000 Rs
LCV Cost = 2, 25,000 (MAHINDRA GIO)• CAPACITY = 10 TON (500 TYRES)• Monthly Expenses• • DIESEL required = (Total distance/Mileage)• Expenses on diesel = required diesel * rate per litre• Salary Expenses (1- driver, 1- Accountant, 1- sales person, 2- labour) = • Advertisement expenses =• Invoice price = 1165• Selling price = 1300• Discount from CEAT = 6% on invoice price /tyre =70• Total profit = 205 Rs / tyre• Mileage of LCV = 15 Km / Litre• Diesel cost = 37 Rs / Litre• Driver salary = 6000 Rs/ month• Accountant salary = 10,000 Rs / month• Super wiser salary = 10,000 Rs / month• CEAT Person = 10,000 Rs / month• Labour salary = 4000 Rs / month• Total salary expenses = 40,000 Rs• Mislleneous = 5,000 Rs / month
ROI CALCULATION FOR PETROL PUMPSESTBLISHMENT+SDS+LCV COST =525000 /60 = 8750 Rs
SALARY+MISLLENEOUS = 45000 Rs
DIESEL EXP =(486 +80)/15 = 37.37*37 = 1396 Rs
POTENTIAL TYRES MARKET FOR CEAT = 24439*25/100 = 6110 TYRES
INVESTMENT = 6110*1165= 7118150 Rs
PROFIT =6110*205 =1252550 Rs
NET PROFIT = 1206154 Rs
ROI = 16.94%
ROI CALCULATION FOR AUTO PARTS SHAOPSRENT = ANNUAL/12 = 1,80,000/12
= 15000 Rs
SDS+LCV COST = 375000 Rs
SALARY + MISLLENEOUS = 45000 Rs
DIESEL EXP =(486 +80)/15 = 37.37*37 = 1396 Rs
POTENTIAL TYRES MARKET FOR CEAT = 24439*25/100 = 6110 TYRES
INVESTMENT = 6110*1165= 7118150 Rs
PROFIT = 6110*205 = 1252550 Rs
NET PROFIT = 1191154 Rs
ROI = 16.73 %
POTENTIAL MARKETTOWN POPULATION POTENTIAL
MARKETPOTENTIAL MONTHLY DEMAND
JAHANABAD 29,341 5868 163
BINDKI 41,720 8344 232
CHAUDAGRA 12,348 2470 69
BAHUWA 11,360 2272 63
FATEHPUR 1,85,144 30352 843
KHAGA 14,688 2938 82
KHAJUHA 13,780 2756 77
TOTAL POTENTIAL = 1529 TYRES
SET UP A DISTRIBUTORS
• If CEAT set up a distributor in FATEHPUR then• Route• Route wise potential • Route mapping• R O I Calculation for petrol pumps and auto
parts shops
FATEHPUR
KHAGA(14.6, 25KM)
BAHUWA(11.3, 22KM)
BINDKI(41.7, 24KM)
KHAJUHA(13.7, 8KM)
JAHANABAD(29.3, 18KM)
CHAUDAGRA(12.3, 10KM)
ROUTE 1
ROUTE 2
ROUTE 3
FATEHPUR
KHAGA
BAHUWA
BINDKIJAHANABAD
KHAJUHACHAUDAGRA
(82,25KM)
(541, 60KM)
(63, 22KM)
(843, 26KM)
ROI CALCULATION FOR PETROL PUMPSESTBLISHMENT+SDS+LCV COST =525000 Rs
SALARY+MISLLENEOUS = 45000 Rs
DIESEL EXP = ( 210+64)/15= 18.26*37 =676 Rs
POTENTIAL TYRES MARKET FOR CEAT = 1529*25/100 = 383 TYRES
INVESMENT = 446195 Rs
PROFIT = 383*205 = 78515 Rs
NET PROFIT = 32839 Rs
ROI = 17.59 %
FINDINGS• No of local & international Brands present in the market• Auto parts shops owners get it after 4-5 stage so margin get low while
price get high• CEAT have not Sufficient advertising in rural area’s • Dealers promote other tyres due to more margin• Hindi advertising not present in rural area’s while in rural area’s people
prefer more Hindi advertising• People are unaware of guaranty scheme of CEAT• Petrol Owners are ready to sell tyres of CEAT • Auto Parts are ready to sell CEAT if they get it timely• Bike riders are ready to purchase tyres from the Petrol Pumps if CEAT start
selling tyres through petrol pumps
SUGGESTIONS • Petrol pumps can be use for the distribution of the tyres • Petrol pumps owners are ready to sell the tyres at the petrol pumps if
CEAT provides the tyres to them or CEAT give the distribution ships to them
• A route cluster must be adopt for the distribution of tyres because a lot
of potential exist in the route, every route cover numbers of village where huge potential present
• Dealer ship must be given 2-3 persons in those areas where high
potential market present • Tyre must be available at the auto parts shops timely
• In Rural Areas Hindi advertising must be present; people are totally unaware of CEAT’s
life time replacement guaranty scheme, so guaranty scheme must be present in the advertising
• For the distribution of tyres in villages milk van can be use because every mornings and
evening these go to villages
For advertising
• Hoarding must be present at Bus Stands, Squares, Theatres, Enter and Exit Doors of the Towns
• Steger must be use on Bus, Trucks, Auto rickshaw and Loaders • Banners at the time of Festivals• Distribution of the Caps• (DIWALI, DASHAHRA, EAD)• Wall paintings /1/2km Distance • Use the Local Dish Channel for the Advertising of CEAT (MONTHLY CHARGES 100-150)
LIST OF PEOPLES WHO HAD GIVEN HAND WRITTEN LETTERS FOR INVESTING THE AMOUNT FOR THE DISTRIBUTORSHIPS
NAME ADDRESS MO. AMOUNT
A .Varshi (D) Kanpur road. Etawah
9457286493 11 lacks
Uday narayan(D)Kanpur road, Etawah 9410056767
10 lacks
Laxmi narayan(D)curt road, Bareilly 9457629103
10lacks
Anand kumar GUPTA(A) Jaswant nagar, Etawah
9411870122
6LACKS
Shyam sunder verma Baburpur, Etawah 9879491709 8LACKS
THANKU
BRAJENDRA SHARMA