INDRAPRASTH COLD STORAGE

VALUE ADDED STRATEGY IN AN EMERGING MARKET

Group No – 4-

ASHISH SHARMA

PURNIMA NIGAM

COMPANY PROFILEEstablished : Sidhi Pura, Delhi in 1944 by Debi Prasad Aggarwal.

CEO : Sanjay Aggarwal

Organization : Direct and Indirect.

COMPANY BACKGROUND

It is established by Debi Prasad Aggarwal in 1994.

Fruits are more perishable then potatos.

In 1960 they have decided to earn equal interest with their competitors.

In 1968 a new scheme has been made by the govt.

In 1998 Aggarwal decide a major modernize and expansion drive within IPCSL.

Cont….

types

Gas controlled cold storage: It has 3,900MT cold storage capacity.

Controlled Atmosphere Cold Storage : It has about 100 MT capacity.

Deep Freezer Storage : It has about 1,000 MT capacity.

Marketing in India

Grower

Forwarding Agent

Commission Agent

Wholesalers

Sub-wholesalers

Consumer

retailers

ProblemsSinking of Rs60 million

Migration of loyal customers

Loss of export

Competitors more aggressive pricing

Trained and high paid staff

Empty stores

Cont….Estimated life span

Machinery- 8 years

Insulation-15 year

Building -20 years

suggestions New strategy.

Should concentrate on more organized sector.

Not having too much requirement of gas controlled cold storage.