Case study of bajaj corp. Ltd.

Bajaj Corp is the second largest company in the Shishir Bajaj Group of companies.
The history of Bajaj Corp dates back to 1953 when Mr. Kamalnayan Bajaj
established Bajaj Sevashram to market and sell hair oils and other beauty products.
Bajaj Corp Ltd is the 2nd largest player in the overall hair oils segment with the Key
brand - Bajaj Almond Drops Hair Oil. Our flagship brand, i.e. Almond Drops is the
Market leader with over 62% market share* of LHO market with Premium positioning
and commands one of the highest per unit price in the industry. The company had
acquired the Nomarks Brand, in line with the Vision of the Organization. With this
acquisition, we have also ventured in to the 9000 cr Skin Care Category. We have
over 454 employees spread across pan India with majority concentration in the Sales
and Marketing Function. The BCL structure lays great emphasis on people
development. We provide our people the opportunity to advance and learn new
businesses / processes / skills. This is supported by the strong brand recall of Bajaj
both in the rural and urban markets. This also takes into consideration strong
management, its experience in the FMCG industry and strong promoter background.
We have also been able to identify our consumer profiles (urban and rural) and
continue to improvise our distribution systems in order to have greater reach and
availability. By continuously realigning and committing to the vision / objectives of the
organization we at BCL tend to spread awareness among our people assets about
the organizations expectations. Our endeavour is aimed at creating high performing
team and ensures that our efforts are result oriented and the employees are able to
achieve their best.

Our Employees are empowered to take decisions pertaining to their business

units. Our endeavour is to ensure to operate within the specified guidelines to attain
business excellence. Its our intent to build organizational capability through
Empowering Line Managers. The objective is to maximize organizational
effectiveness and success of Business Strategy and ensure continuity of leadership,
by preparing/developing employees for critical roles. We continuously facilitate the
key high potential individuals to realize their career aspirations and development
goals in conjunction with the organizational goals.

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The main objective of the Organizational Talent Review Process is to drive
Talent Strategies as aggressively as business strategies through:

1) Assessing and Addressing Skill Gaps

Its our constant intent to ensure that our Organization is provided/supported with the
measures to continuously enhance their respective opportunity areas that further
enables them to flourish as High Potentials by being efficient not only in their
functional competencies but their behavioural competencies as well. Learning and
Planning Need Analysis, as an intervention Forms part of the structured activities
used individually or in combination to identify the opportunity areas at different levels
across geographies in order to improve their social or task performance."Structured
activities mean such diverse procedures as experiential exercises, questionnaires,
attitude surveys, interviews and relevant group discussions uses assessment
techniques like simulation, psychometrics, experiential exercises and questionnaires
etc to assess potential, identify strengths and development needs and the end result
is a well-documented individual development plan for each participant.There are pre-
defined competencies and behaviours as reference point earmarked for the
respective levels that are assessed during assessments for the participants.

2) Identifying Top Talent within the Organization

By transitioning the entire process, we as an organization look forward to achieve the
following probable Results from the Intervention:

Linking People, Goals and Accountability to Drive Results.

To validate the Training Strategy alignment with the Business results.
Consistent delivery of the Organizational/Territorial Objectives by the incumbents.
Constant employee development and performance enhancement.
To stretch their comfort zones to inculcate results producing skills, activities and
tasks.

Its our constant endeavour to build capability across levels within the organization.
We have been able to drive a sustainable learning culture that enhances
performance capability and customer value. As Market Leaders, we have been able
to drive/leverage the industry best practices within the organization to gain the
competitive edge that will lead our business in the next orbit. Succession planning,
Internal Promotions and Performance Appraisals are critical factors that lead to
alignment and engagement, in order to motivate employees and drive employee
retention. Strengthening the employer-employee relationship is the strategic role of
our Human Resource Department. We have continuously facilitated and formulated
the workforce strategy and determined the functional processes necessary for
smooth transition of the organizational goals and objectives. We constantly strive to
develop strategic solutions to employment-related matters that affect the
organization's ability to meet its productivity and performance goals.

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3) Career Path for Employees

Apropos to our organization philosophy to grow and nurture talent within, we have
initiated the process to evaluate the existing talent available at our frontline levels
and ascertain the effectiveness, compatibility and fitment as per the coveted profile.
This is in continuation of our Reward and Recognition initiatives, in order to increase
employees focus on behaviours and performances that get rewarded.

Objectives:

To continuously provide career advancement and job enrichment opportunities to

our people assets within the organization
An endeavour to provide framework for internal promotion/evaluation at BCL that
is consistent with equality, obligations and commitment

The organization/company is committed to develop their line managers into

analytically inclined decision makers, spread business intelligence capability to more
organizational functions and drive significant internal and external business
efficiencies as a result. The purpose of the strategy is to ensure that all employees
are empowered with the requisite skills to perform their job effectively and plan for
their development keeping in view, their career aspirations and organizational
objectives. This process has been designed to consider the needs and career
aspirations of our employees and contribute to the development of individuals as well
as the achievement of organizational goals, Selection has been made considering
your performance throughout the year along with the participation at various training
interventions.

Leading position in Light Hair Oil market and Well established brands
to surge revenue growth:

Bajaj corp is one of the leading players in FMCG sector in hair care category. Bajaj
Almond Drops hair oil is market leader in the light hair oil segment with more than
60% of market share and major revenue contributor for the company. Despite the
adverse market condition in the hair oil industry, Bajaj corp managed to register 2.9%
growth in the sales volume and 4.1% increase in realisation per case for Almond
Drops Hair Oil (ADHO) brand. However, the consumption demand is expected to
improve considerably on the back of expected good monsoons in FY17E, after two
consecutive years of poor
rains. Good monsoons are likely to improve disposable incomes of rural India and
hence consumption demand would be boosted. This would help the company to
post moderate growth in coming years.

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Increasing outlets to tap rural markets to push growth:

Bajaj corp is continuously focusing towards improving its presence and

strengthening its
portfolio to drive higher revenue growth. At present, 42.0% of Bajaj Almond Drops
hair oil sales are from rural areas only and the company managed to capture 63.2%
market share in rural areas. Bajaj corp managed to come up with 0.89mn outlets
during FY16, out of which 0.43mn were opened in urban area and 0.46mn in rural
area.

Decline in raw material prices to boost EBITDA margins:

As a result of sharp decline in the crude oil prices, the prices of Light Liquid Paraffin
also declined drastically which is key raw material/input of the product. Cost of raw
materials as a percentage of total revenue is decreased by 289 basis points to reach
28.0% in FY16 from the levels of 30.9% in FY15. Bajaj corp is also incurring more
than 17% of its total revenues on Advertising and Sales Promotions, which could
help the company to create more brand value.

Problems

The big disappointment was the second consecutive poor monsoon. This has led to
slowing down of rural consumption and has resulted in the FMCG market itself losing
steam. The fall in infl ation has resulted in the urban demand improving, but the
sheer size of the rural populace is having a negative impact on consumption of
FMCG products. Various categories, in the FMCG space, has seen slowing down
and this is the cause for worry. With the prediction of good monsoons during 2016,
there is again hope that the rural demand will pick up.

Bajaj Almond Drops

Despite the overall bleak scenario in the Hair Oil Industry, our lead Brand, Bajaj
Almond Drops Hair Oil continues to show impressive growths both in Volumes and
Market Share. Bajaj Almond Drops is the second largest brand in the overall hair oil
segment and it is a market leader with over 60 % market share of Light Hair Oil
market.

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Distribution

We continue to focus on improving the distribution of our brands. Our brands are
being sold through more than 7500 stockists and is now available in more than 3.69
million retail outlets across the country.

Corporate Social Responsibility (CSR)

Wardha is the land of prominent personalities- Gandhi, Vinova and Jamnalalji Bajaj.
Once, Gandhiji has said about Jamnalalji- Jamnalalji is the man of the people a
fisher of men who had the knack of gathering people around him and inspiring them
with his idealism? Very active during Indias freedom struggle, Jamnalalji was a
philanthropist who delighted in donating most of his wealth for worthy causes.
From the beginning, Jamnalalji was always more involved in social and philanthropic
activities rather than business. Jamnalalji made Wardha the centre for Gandhijis
economic and social development programmes.

Financial growth

Company has demonstrated an impressive fi nancial performance during the year

2015-16. s 3ALESINCREASEDTO ` 86,657 Lacs in the FY 2015-16 registering a
growth of 5.74 % over the previous FY. s 0ROlTAFTERTAXINCREASEDTO` 19,791
Lacs registering a growth of 14.19% over the previous FY.

Group Companies

1) Bajaj Hindustan Sugar Ltd

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Bajaj Hindusthan Sugar Ltd. (BHSL), a part of the 'Bajaj Group', is India's Number
One sugar and ethanol manufacturing company, headquartered at Mumbai
(Maharashtra), India. Bajaj Hindusthan Sugar Ltd. (BHSL), a part of the 'Bajaj
Group', is India's Number One sugar and ethanol manufacturing company,
headquartered at Mumbai (Maharashtra), India.

The Company has fourteen sugar plants, which are all located in the northern Indian
state of Uttar Pradesh (UP): Golagokarannath, PaliaKalan and Khambarkhera
(district LakhimpurKheri), Barkhera (district Pilibhit), Kinauni (district Meerut),
Gangnauli (district Saharanpur), Thanabhavan and Budhana (district Muzaffarnagar),
Bilai (district Bijnore), Maqsoodapur (district Shahjahanpur), Pratappur (district
Deoria), Rudauli (district Basti), Kundarkhi (district Gonda) and Utraula (district
Balrampur). These plants have an aggregate sugarcane crushing capacity of
136,000 tcd (tonnes crushed per day) and a distillery capacity to produce 800,000
litres of alcohol per day.

BHSL is also one of the largest ethanol producer. It is the pioneer of India's fuel
ethanol program and is currently producing 38 million liters of ethanol in a year.

2) Lalitpur Power Generation Company Ltd.

Lalitpur Power Generation Company Ltd, an SPV, has made a foray in developing a
super critical thermal power project in Lalitpur district of Bundelkhand, UP to produce
1,980 megawatts (3 x 660 MW) of power. Of this, the first Unit of 660 MW was
commissioned on September 20, 2015 and the second Unit of similar capacity has
been synchronised successfully as of December 2015 and is ready for
commissioning. The third Unit synchronisation completed in March 2016.

3) Bajaj Energy Ltd.

Bajaj Hindusthan through its SPV, Bajaj Energy Limited has setup new coal based
power generation plants of 90 MW each in the vicinity of 5 of its existing sugar units.
The five new coal based plants under Bajaj Energy were commissioned early 2012
at Barkhera (Pilibhit), Maqsoodapur (Shahjahanpur), Khambarkhera (Lakhimpur),
Kundarkhi (Gonda), Utraula (Balrampur) in the state of Uttar Pradesh.

All units are being operated by total number of 574 technical and non-technical
experienced employees. Each station is being headed by its unit head with corporate
office at Noida. BEL provides best working atmosphere with a well-established and
maintained infrastructure for professional, social and personal development for its
staff and their families. BEL also provides school facility for the little futures of our
country by CSR initiative BAJAJ PUBLIC SCHOOL at its Maqsoodapur and Barkhera
units.

4) Bajaj Infrastructure Development Company Ltd

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Bajaj Infrastructure Development Company Ltd. is a privately held and professionally
managed enterprise of the Bajaj Group. The company has land banks under different
stages of development and has took its first step into the infrastructure sector with a
450 MW and a 1980 MW power project. BIDCO is a Engineering Procurement
Construction Management(EPCM) Company which focuses on Infrastructure
Projects in Power Sector. The core business motive of the company is to Generating
Plants in Power Sector in India.

5) Bajaj Infrastructure Development Company Ltd

Bajaj International Realty Pvt. Ltd. (BIRPL) is an artisan focused on building high-
quality residential, commercial and retail complexes across India.
Our projects take pride in its fine engineering and provide affordable luxury and
upscale lifestyle. As diverse as our country is, we have several projects targeted at
different strata to service the entire nation. We are committed to build projects from
scratch and at the same time re-develop properties.
Since our inception in 2008, the company has created strong partnerships in the
industry and has land bank across India. We work with reputed engineering firms
and have appointed architects having several years of domestic and international
experience. We make use of the latest technologies and follow world-class
processes to develop iconic structures. Every piece of our work demonstrates
excellence in architecture and holds to the quality bar.
6) Jamnalal Kaniram Bajaj Trust

Vision

Integrated development of society through participatory approaches that sets

benchmark and standards for others to emulate for sustainable development.

Mission

Empowering the rural community for efficient and judicious use of human and natural
resources to improve the quality of their lives.

7) Bajaj Aviation Pvt. Ltd.

To establish, maintain, operate and provide safe, efficient, adequate economical and
properly coordinated air transport services and lines of aerial conveyance (including
scheduled and chartered domestic and international services) for the carriage of
passengers, baggage, mail and freight.

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