CHAPTER-1

INTRODUCTION

VISION & MISSION OF RUCHI

 INTRODUCTION

Marketing is an ongoing system. It is much more than selling and

advertising. It does not operate only when something special is needed from the
public at a given market.
The term management conveys different meaning depending upon the
context in which it is used. Marketing is the art of bringing the product & the
costumer together. Marketing relates to brand building, pricing & promotion
etc. Which sales means business, hardcore selling of the product.
Management as a term consists of personnel having managerial
responsibility to achieve specified objectives. Management is a process
involves organizing, directing & controlling human effort to accomplish pre-
determine goals. Management is the art of getting things done through 7 with
the people in formally organized groups. It involves judicious deployment of
resources for the achievement of certain goods.
Marketing originates with the recognition of need on the part of a
consumer & terminates with satisfaction of that need by delivery of an usable
product at the rate time, at the right place & an acceptance price.

The term spice is derived from Latin word “Spices” which means “fruits
of the earth” Spice are highly esteemed plant products cultivated for the
aromatic, Pungent, or otherwise substance. They may be
fruits/root/flowers/bud/barks stigmas/Rhizomes/bulbs.

There are generally, three types of spices –

 Whole Spice (i.e. In Primary Form)

 Ground spice (Whole spices milled to a certain degree of fines)
 Spices extractives (includes spice oils, depressions and derivatives of
spices oil.
 Now a day the use of spices is very primitive and effective to the
mankind. The various uses of spices are given below.

 Spices are employed as adjuncts to impart flavor and aroma or piquancy

to foods. They stimulate the appetite, add zest to food, enhance the taste
and delight gourmet.
 They are also used in medians. Present day herbalists extol the efficacies
of these in the treatment of certain ailments.
 Modern uses of spices are legion. There are few culinary recipes that
don’t include them and their judicious use beings a delectable.
Distinctive aroma and taste to a host of dishes.
 In food industry, they are used in the preparation of processed meat,
fancy, sausages, sauces vinegars, pickles, chutneys, mayonnaise,
biscuits, cookies, cases, confections, and beverages.
 Spices oils have wide applications in cosmetics, toiletries, deodorants,
perfumes, preservatives, food, beverages, candy/ sugar/ flour
confectionary, Cookies tobacco etc.

Now the dynamic states spice makes food delicious and patable
considering the growing demand of Indian spices in the domestic and overseas
market the Om Oil & Flour Mills was promoted as a proprietorship Concern
And subsequently converted to partnership private limited and now limited
company.

RUCHI – “The Authentic Taste of India” – “Customer satisfaction is its

asset”.

The RUCHI is born in Orissa in 1976 in Silver City Cuttack, Orissa.

Today “Pride of India” is having wide renowned all over the country of 27
years. A big leap in Quality and Hygienic food products. A giant step towards
Globalization of processed food industry.
 VISION, MISSION & OBJECTVE OF RUCHI

Vision & Mission :-

On vision is to establish the Ruchi Brand product in the every door in

India and stand in the international market.
Our mission is to provide quality products to the customer and
something special as compare to other Brand.

Objectives of the Company :-

Objectives of the company provide guideline toward the relation of its

goals. The OM OIL & FLOUR MILLS LTD. has famed the following
objective.
1. It maintains a functioning and effective management system and that
employs comply with the system.
2. The system served to maintain the trust and confident of the client.
3. To provide steady growth to business by progression expansion and
liverrification.
4. To achieve operational efficiency capacity utilization and improve
productivity.
5. To encourage and reward innovative ideas from employees.
6. To achieve high level of safety standard.
7. To develop harmonious relation between employees and employer.
8. To ensure availability of quality product at reasonable price to its
customer.
9. To provide prompt &on time delivery & dependable customer service.
10. To prevent environmental pollution.
 CHAPTER-2

MAN BEHIND OF THE SUCCESS STORY

COMPANY PROFILE
ORGANIZATION STRUCTURE
DEPARTMENTS OF THE COMPANY

MAN BEHIND OF THE SUCCESS STORY

 The man leading the forefront of Ruchi Spices is Mr. Sarat Kumar sahoo
leading the responsibility of managing Director at the age of 54 years; he is full
dedication and integrity towards progress of Ruchi Spices. His major
Achievement is couple of food processing & manufacturing Industries have
been established by own small entrepreneurship under trade brand “RUCHI”.
He has 26 years experience in processing and manufacturing of Spices, Tea,
Papad, Vermicelli, Pasta & Processed foods, 15 years experience in national
level sales network and 3 years experience in international level.

Om Oil & flour mills Ltd is a public limited company having manpower
150(Regular Basis Approx) with capital of Rs 5000/- started Trial production
on December 1975 and Commercial production on January 1976.

INFRASTRUCTURE: land, building, plant & machinery, Sophisticated

computerized packaging machines, vehicles, canteen, fax, computers.
FACILITIES: Employees welfare, quarters ,child education , health treatment,
safety appliances, & uniform, gratuity, bonus, & other financial aid,
conveyance allowances, arrangement of different conferences, celebration of
functions.
LIABILITES: under control (A/C State Financial Corporation).
EXPORT: During 1994 to Singapore, During 1995 to Tanzania, During 1996 to
Kuwait.
REWARDS: Quality award by state bank of India award of industrial peace
and promotion by Orissa assembly of small &medium enterprises quality
award of Orissa small Industrial Corporation. The only one sole recipient of
spices house certificate of eastern region .Export award by governor of Orissa.

Future Plan: Adaptation of foreign technology & collaboration Expedite

export deal. Modernization of packaging with lastest technology. Enhanced
production activities to increase marketing policy & marketing share, create
employment joint venture with Italian plant & production of pasta.
 COMPANY PROFILE

Activities : Leading manufactures and

exports
Of renowned quality spices,
vermicelli & Pasta product of
Orissa (India) with 32 years
of experience and expertise
having large network allover all
India in the brand name
“RUCHI”.
Location of factory : Spices Division
Type-ll, No.8,
Type-2, No.8, Industrial Estate
Cuttack-753010, Orissa, India.
Vermicelli & Pasta Division
B/34, Industrial Estate
Cuttack-753010, Orissa,India
Infrastructure : The Regd. Office, spices and
vermicelli Division are situated
over an area with three storied
administrative building, guest
house, Staff quarters, computer
room, laboratory Canteen.
Reception clubs and work shed
with all modern. Amenities for
the worker in a hygienic and
healthy atmosphere.
Provision for expansion : Additional land of 2 acres with
8000 sq.ft Building has been
acquired for expansion
programmed in near future for
 processed food(ready to
eat/instant food)

Capacity : The installed capacity of spices

division is 4950 mt. per annum.
The company has imported and
installed an Italian pasta plant
having 5400 mt. production
capacity per annum. The
technology adopted for
production of pasta and
vermicelli is purely Italian.
Existing Plant & Machinery : The Company is in possession
of the following machinery and
equipment must of which are
imported.
Name of the Machine

1) Italian pasta plant (having 750

kg short pasta production

capacity per hour)

2) Form fill sell machine

3) Inkjet printing machine

4) Mixing machine

5) Cartoon packing machine

6) Cleaning machine

7) Grinding machine
8) Vermicelli machine
9) Green house air conditioner
10) Generator set
 11) Roaster machine
12) Drying machine
Quality control laboratory : The Company has also
developed its own laboratory
under latest scientific board,
Govt. of India .The laboratory is
handled by qualified trained
technologists.
Achievement: : Our achievements include the
certification of AGMARK by the
Govt. of India, ministry of
Agriculture award of spices
board, Ministry of commerce and
certification of ISO-9001 BY NQA,
ORS.
Motto “QUALITY & CUSTOMER
SERVICE WITH NO COMPROMISE”
Marketing : The marketing division of the
(market), supervising a vast
network of marketing channel
which covers 70% of the National
market. The company owns its
own fleet on delivery vehicles to
the requirements of its
distribution dealers and retailer
promptly through and
experienced and trained sales
force.
Export division & outside Orissa market: The export division of the
company has started since last
10 years and widened its
activities to overseas marketing
like Tanzania, Kuwait, Singapore,
 Middle east. It also acts for
outside orissa market like
Bengal, Tamilnadu, etc.
Bankers : UTI Bank Ltd, ICICI Bank Ltd,
Bank of Baroda.
Research & Development : The Company is quality
conscious and does not
compromise with quality. It is the
only spices house certificate
holder in eastern India for its
excellent quality. The company is
working in the technology
developed by central food
technology research institute (a
wing of CSRL) Govt. of India &
technology imported from Italy
and other European countries.
Social Services : The company’s extra activities,
social controls and welfare and
note worthy meritorious / poor
students, social workers, eminent
scientist, artiest and athletes are
annually honored with suitable
awards and scholarship.
Punch line : “RUCHI Born in Orissa, Pride
of India”
Regd. & Head office : Type-2, No.8, Industrial Estate
Madhupatana, Cuttack, 753010,
Orissa, India
Phone: 0091/6715544439/
2341320 /2341321/2341322
Fax091/671/2344538/2341320
Email:ctk_ruchi10@sancharnet.in
 Website: www.ruchispices.com

ORGANIZATION STRUCTURE

BOARD OF DIRECTORS

MANAGING DIRECTOR

GENERAL MANAGER EXECUTIVE DIRECTOR

HUMAN PUBLIC
RESOURCE & RELATION
DEVLOPMENT

MARKETING
PURCHASE PRODUCTION FINANACE AGM (F.&A)
SALES & ACCOUNTS

MANAGER
(Inside Sate) MANAGER MANAGER MANAGER
(Inside Sate)

CHIEF MANAGER (F & A)

MANAGER MANAGER
(F & A) (SYSTEM)
 DEPARTMENTS OF THE COMPANY

1) PRODUCTION DEPARTMENT

This department involves the preparation of different varieties of spices

products comprising of powder spices, blended spices, whole spices, organic
spices and extra spices products. It consists of the processing and packaging of
different varieties of spices. This department has the adequate plant and of
machinery infrastructure to carry out the operations.

SL NO. NAME OF THE MACHINE

1 Italian Pasta Machine (having 750 kg. Short pasta production
capacity per hour)
2 From fill seal machine
3 Inkjet Printing Machine
4 Mixing Machine
5 Carton Packing Machine
6 Cleaning Machine
7 Grinding Machine
8 Vermicelli Machine
9 Green House Air Conditioner
10 Generator Set.

2) HUMAN RESOURCE DEPARTMENT: -

a) Monitor the manpower requirements.
b) Perform the career planning training and development of
executive supervisions workers.
c) Evaluation of employee’s performances and potential.
d) Conduct promotion, transfer and other establishment.
e) Formulate grievances procedure and collective bargaining
agreements with union.
f) Perform wage and salary revisions and administration
 3) FINANCE AND ACCOUNTS DEPARTMENTS: -

This department is concerned with the maintenance of accounting

records seeking avenues for financing the company’s investment and expansion
plans. It has three components.

A) FINANCE: -

It examines all the proposal, for investment, purchase, detailed estimate,

provision of funds in the budget, detailed bidders list etc. after detailed
examination of all aspects of financial viability of the new proposal, it is
found, satisfactory than it is considered financing for approval by the
competence.

B) ACCOUNTS: -

It maintains detailed records of expenditure, made by the Company and

requires cashbooks; passbook, trial balances every month. Based on trial
balance, profit and loss accounts and balance sheet is prepared to know the
financial position and profitability of the Company. It also keeps records for
sundry debtors, sundry creditors and maintains sub ledger for each party.

C) INTERNAL AUDIT-

It directly reports to the general manager, who heads the finance and
accounts department. It examines and verifies all expenditure made by the
Company from all aspects. In case of any error or irregularity noticed during
examination, it issues memos to the chief of the finance and accounts divisions
for notifying clarifications and submit the reports to higher authority.

4) PUBLIC RELATION DEPARTMENT

This department headed by the executive director, in the department,

which acts as an image builder for the company. It establishes contact and
relationship with the outside with an objective of projecting a good image
reputation of the organization. This exercise perform and to attract the attention
and invite the participation of the prospective investors, organizations and govt.
as a whole.

5) MARKETING DEPARTMENT: -

The marketing department of the Company is headed by the general

manager (marketing) supervising a vast network of marketing channels, which
covers about 70% of national market. The company has its own fleet of
delivery vehicles to cater to the requirements of its distributors, dealers and
sometimes retailers promptly through experienced and trained scales for the
export division of the company which involves marketing and selling of goods
abroad in the international markets incendiaries like Tanzania, Kuwait
Singapore.

The marketing manager is responsible for creating, sustaining and

expanding the prospective customer’s base in the domestic as well as
international market.

The marketing manager carefully segments the market according to the

tastes, preference and purchasing power of the prospective customers he then
targets certain specific segments of the market and tries to sell his products to
the customers of the target segments by adopting various marketing tools in
orders to increase the sales volume of its products in that segments in order to
firmly position and establish the brand in the market.

6) PERSONAL DEPARTMENT:-
 The various policies of personal including requirement, selection and
training of the labor force of the organization are being formulated and
executed by the executive director of the company.

The personal director forms a panel of three members; one each forms
the respective department in which there is vacancy for which the recruitment
of suitable sought.

7) PURCHASE AND STORES DEPARTMENT:-

This department is primarily concerned with the purchasing of raw

materials from the supplier and storing them in the godown for future use.
There is a single manager who is in charge of the departments. Therefore he
has dual charges of purchasing and storing of materials.
 CHAPTER-3

RUCHI MARKETING
STARATEGY

RUCHI’S MARKETING STRATEGY

 Marketing is nothing but a way of doing business, which does
not require good marketing person but requires certain skill or
attributes, which are in manner different from other service
organizations.

Selling of RUCHI Product is one activity of entire marketing

process. Ruchi Company has produced two types of products. One is
spices and other is Vermicelli and Pasta. So, Ruchi Company has two
producing plants, one for spices and other for Pasta and Vermicelli.

By marketing a product is recognized by the customer before

the product comes to the marketing.” OM OIL & FLOUR MILLS LTD”.
Company produces the spices products like The Ruchi Brand Spices,
vermicelli, papad and pasta produces are shining brightly upon the
firmament of not only domestics market, but also global market-
merely because of quality and eco-friendly package.

Among whole, blended and grounded spices produced by Ruchi

Company. These are mentioned as follows:-

Turmeric Powder, Chili powder, Coriander powder, Cumin

powder, Black Pepper, Biryani Masala, Meat & Chicken Masala, Dum-
dum Masala, Garma Masala, Samber Masala, Fish Masala, Paw-Bhaji
Masala, Chat & Chana Masala, etc.

Ruchi products are designed as packaged goods. According to

the other states and the life style, the Company change in the design
and features of the products.

Packaging plays an important role because; it preserves the

product & also protects the product from damages. So Ruchi is paid
good attention for the Master package, special package and jar
package.
 In Ruchi, spices are mostly on ACB (Auto Card Board)
packaging and pouch packaging. The machines in Ruchi Company
mostly do packaging of the products. Most products (Haldi, onion
minsed, Ginger Minsed, Um-dum Masala, etc.) are in jar packaging.
The products which are in long-item services are in jar packaging.

The company tried to attract the customer by the good and

stylish packaging. According to area and customer preference, the
packaging style will be changed. The vermicelli and pasta products are
also available on pouch & jar packaging. Due to good quality and style
packaging, Diet Rice and cheery-mix is more demanded on southern
state.

The company exports his products to outside Orissa State. So

good and stylish packaging is more needed for protecting from
damages. Ruchi Company puts attention to growing environment and
safety concerns about packaging. So after packaging the products are
tested on the quality control laboratory by the scientists.

After packaging of the products, labeling is needed. Labeling is

part of packaging. The label might contain not only the brand name
but also it contains all other information.

When the products are labeling, label carry the brand name,
manufacturing date, expiry date, ingredient which are used, size,
price, how to use and calories, the company on the backside of the
package gives this informations & on the front side the company’s logo
and brand name and graphics are given.

The labels and purchased on out side of the company. After

purchasing, labeling is happened by the machines over the packages.
This is automatic process. By which packaging and labeling are
happened.

The spices products are available mostly as 10gm, 50gm,

100gm, and 250gm packet size

SELECTION OF THE TARGET MARKET

Target market selection is fundamental to marketing strategy

formulation. It determines the broad counters of the marketing
strategy. After all, the whole purpose of marketing strategy is only to
serve the target market effectively and successfully. The target market
shows to” Whom” the firm intends to sell the products.

Selection of target market is a done after market segmentation,

in market segmentation, we devoid the total market on geographic,
psychographic and behavioral factors. Several market segment
assuring immediate profit. There may be segment demanding heavy
investments by way of market development .Some other segments may
so very grate potential but may display through barriers to entry.
Therefore, it depends on the firm to select which segment as its target
market. The firm has to decide it on the basic of risks, profitability,
Size of competition in comparison to its own strength. This Decision is
essentially a decision in the relation of strategy.
CHAPTER-4

PRODUCT LIST

PRICE LIST
 PRODUCT LIST

POWDER SPICES

Turmeric (Haldi) …50gm, 100gm, 500gm, & 1kg

Chili (Lanka) …50gm, 100gm, 250gm, & 1kg

Coriander (Dhania) …50gm

Kashmiri Maricha …50gm, 100gm, 500gm

Cumin (jeera) …50gm, 100gm, 500gm

Black Pepper …50gm, 100gm, 500gm

Mustard Powder …50gm

Tamarind Powder …25gm

Mustard Powder …25gm

ORGANIC SPICES

Turmeric (Haldi) …50gm, 100gm, 500gm, & 1kg

Mustard Powder …25gm

 BLENDED APICES

Curry powder …50gm, 100gm

Dalma powder …50gm, 100gm

Samber Powder …50gm, 100gm

Three in one (Garlic, Onion, ginger powder) …50gm, 100gm

Ginger powder …50gm, 100gm

Sabji powder ……50gm, 100gm

Guguni masala …. 50gm

Biriani (Sunday masala) … 50 gm

Chana masala …50 gm

Chat masala …50 gm

Chicken masala …50 gm

Dundum masala …50 gm, 100 gm

Fish masala …5 gm, 10 gm, 50 gm, 100 gm

Garam masala …3 gm, 25 gm, 50 gm, 100 gm

Meat masala …10 gm, 50 gm, 10 gm

 WHOLE SPICES

Anised (madhuri) …100 gm

Black pepper …50 gm, 100 gm

Black cumin (kalajeera) …50 gm, 100 gm

Coriander (dhania) …100 gm

Cumin (jeera) …50 gm, 100 gm, 250 gm

Fenugreek (methi) …100 gm

Juani …50 gm, 100 gm

Mustard (soris) …100 gm, 400 gm

Poppy seed …50 gm, 100 gm

Punch Phutan …50 gm, 100 gm

GLASS JAR ITEM

Onion minced …100 gm

Garlic minced …100 gm

Garlic minced …90 gm

Sunday masala …100 gm

Aludum masala …100 gm

 SMALL CAN ITEM

Garam masala …30 gm

Black pepper …50 gm

Three I one …40 gm

Green chill …40 gm

White paper …50 gm

BIG CAN ITEM

Garlic minced …100 gm

Onion minced …100 gm

Ginger minced …75 gm

Aludum masala ..100 gm

Sunday masala ...100gm

OTHER SPICES

Haldi bath …5 gm

Jaljhira …5 gm

Black salt …100 gm

Isabgul husk …50 gm, 100 gm

Kasori methi …25gm

Masala papad …200 gm

SMALL POUCH

Turmeric powder

Chile

Garam masala

Meat masala

Chicken masala

Hingu masala

Isabgul husk

VERMICELLI AND PASTA PRODUCT

POUCH PRODUCT

Diet rice …100gm, 200gm, 500 gm, &1kg

Short vermicelli …100 gm, 200 gm, 500 gm, &1kg

Roated vermicelli …200 gm

Kheer mix …50 gm, 100 gm

Macaroni …200 gm, 500 gm

Star vermicelli …200 gm, 500 gm

Adda …200 gm

Export vermicelli …200 gm

BOX PRODUCT

Diet rice …175 gm

Star vermicelli … 175 gm

Macaroni …500 gm

JAR PRODUCT

Diet rice …500 gm

Sort vermicelli …200 gm

Sat vermicelli …500gm

Club vermicelli …500gm

Roasted vermicelli …400gm

Macaroni …350gm

Cheery mix …200 gm

Nasta ka pasta …250 gm, 400 gm

 PRICE LIST
BASIC ITEMS
“Updated on 1st August 2009”

SL NAME OF THE PRODUCT UNIT MRP MRP

No PACK ORISSA OTHER
1 HALDI POWDER SPECIAL 25 GM 3.00 3.25
2 HALDI POWDER SPECIAL 50 GM 5.00 5.50
3 HALDI POWDER SPECIAL 100 GM 9.50 10.00
4 HALDI POWDER SPECIAL 200 GM 17.50 18.00
5 HALDI POWDER SPECIAL 500 GM 39.00 41.00
(RS 5/-ON MRP)
6 HALDI POWDER SPECIAL 1 KG 75.00 79.00
(RS 10- OFF ON MRP)
7 HALDI POWDER SPECIAL 50 GM 6.00 6.50
(ACB)
8 HALDI POWDER SPECIAL 100 GM 11.00 12.00
(ACB)
9 CHILLI POWDER SPECIAL 25 GM 3.75 4.00
10 CHILLI POWDER SPECIAL 50 GM 7.00 7.50
11 CHILLI POWDER SPECIAL 100 GM 13.50 14.50
12 CHILLI POWDER SPECIAL 200 GM 25.50 26.50
13 CHILLI POWDER SPECIAL 500 GM 52.00 53.00
(RS 5/-ON MRP)
14 CHILLI POWDER SPECIAL 1 KG 100.00 104.00
(RS 10- OFF ON MRP)
15 KASHMIRI CHILLI (ACB) 50 GM 10.00 11.00
16 KASHMIRI CHILLI (ACB) 100GM 18.00 20.00
17 DHANIA POWDER SPECIAL 50 GM 5.50 5.75
18 DHANIA POWDER SPECIAL 100 GM 10.00 10.50
19 DHANIA POWDER SPECIAL 200 GM 19.00 20.00
20 DHANIA POWDER SPECIAL 500 GM 39.00 41.00
(RS 5/-ON MRP)
21 DHANIA POWDER SPECIAL 1 KG 75.00 79.00
(RS 10/- OFF ON MRP)
22 JEERA POWDER SPECIAL 50 GM 9.00 10.50
23 JEERA POWDER SPECIAL 100 GM 17.50 19.50
24 JEERA POWDER SPECIAL 200 GM 34.00 38.00
25 JEERA POWDER SPECIAL 500 GM 72.00 77.00
(RS 5/-ON MRP)
26 JEERA POWDER SPECIAL 100 GM 17.00 19.00
(RS10- OFF ON MRP)

BLEANDED SPICES
1 BIRYNI MASALA (ACB) 50 GM 13.00 14.50
2 BIRTNI MASALA 75 GM 26.00 30.00
(GLS/CAN)
3 BLACK PAPER (ACB) 25 GM 8.50 10.00
4 BLACK PAPER (ACB) 50 GM 16.00 18.00
5 BLACK PAPER (SPRINKER) 50 GM 21.00 22.00
6 CHANA MASALA (ACB) 50 GM 8.00 11.50
7 CHANA MASALA (ACB) 100 GM 15.00 22.00
8 CHANA MASALA (ACB) 50 GM 10.00 14.00
9 CHANA MASALA (ACB) 100 GM 18.50 25.50
10 CHIKEN MASALA (ACB) 25 GM 7.50 8.00
11 CHIKEN MASALA (ACB) 50 GM 14.50 15.50
12 CHIKEN MASALA (ACB) 100 GM 27.00 29.00
13 CURRY POWDER (ACB) 25 GM 7.50 8.00
14 CURRY POWDER (ACB) 200 GM 39.00 41.50
15 CURRY POWDER (POUCH) 50 GM 11.00 11.50
16 CURRY POWDER (ACB) 50 GM 11.00 11.50
17 CURRY POWDER (POUCH) 500 GM 100.00 105.00
18 CURRY/SABJI POWDER 25 GM 6.50 7.00
(ACB)
19 CURRY/SABJI POWDER 50 GM 12.50 13.00
(ACB)
20 CURRY/SABJI POWDER 100 GM 23.50 24.50
(ACB)
21 DALMA POWDER (ACB) 50 GM 9.50 10.50
22 DUM DUM MASALA (ACB) 50 GM 11.50 12.50
23 EDIBIL SODA 500 GM 15.00 16.00
24 EDIBIL SODA 1 KG 29.00 31.00
25 EGG CURRY MASAL (ACB) 50 GM 12.50 14.00
26 FISH MASAL (ACB) 50 GM 9.50 11.50
27 GARAM MASALA (ACB) 25 GM 13.00 15.50
28 GARAM MASALA (ACB) 50 GM 23.00 28.00
29 GARAM MASALA (G. JAR) 50 GM 30.00 30.00
30 GOA FISH MASAL (ACB) 25 GM 7.00 7.50
31 MEAT MASAL (ACB) 25 GM 7.50 8.00
32 MEAT MASAL (ACB) 50 GM 14.50 15.50
33 MEAT MASAL (ACB) 100 GM 27.00 29.00
34 ROFAN JOSH MASAL 25 GM 8.50 9.00
(ACB)
35 SAHI BIRYNI MASALA 50 GM 13.00 14.50
(ACB)
36 SAMBER POWER (ACB) 50 GM 8.50 11.00
37 SAMBER POWER (ACB) 100 GM 16.00 21.30
38 SEEK KABAB MASALA 50 GM 13.00 14.50
(ACB)
39 SUNDAY MASALA (ACB) 25 GM 6.50 8.50
40 SUNDAY MASALA (ACB) 50 GM 13.50 14.50
41 TANDURI CHICKEN 50 GM 13.50 14.50
MASALA (ACB)

JAR PRODUCT
1 CHILLI POWDER SPECIAL 150 GM 21.50 23.50
2 CHILLI POWDER SPECIAL 500 GM 68.00 70.00
3 CURRY POWDER 150 GM 35.00 36.00
4 DUM DUM MASALA 150 GM 37.00 40.00
5 HALDI POWDER 40 GM 39.00 41.00
6 HALDI POWDER 1 KG 87.00 92.00
7 HALDI POWDER 500 GM 51.00 54.00
8 HALDI POWDER 150 GM 16.50 17.50
9 MEAT/CHIKEN/SUNDAY 150 GM 42.00 44.00
MASALA
10 MUSTARD 500 GM 23.50 26.50
11 PANCHPHUTANA 200 GM 20.00 22.00

OTHER THEN SPICES (JAR) PRODUCT

1 BLACK SALT 500 GM 15.00 17.00
2 BLACK SALT 1 KG 28.00 30.00
3 GARLIC GRAJULES 100 GM 30.00 32.00
 4 HINGU 10 GM 18.00 18.00
5 HINGU 20 GM 32.00 32.00
6 ISABGUL 50 GM 17.00 18.00
7 ISABGUL 100 GM 32.50 34.50
8 ONION FLAKE 150 GM 18.00 20.00
9 PALM SUGER CANDY 75 GM 20.00 22.00
10 PALM SUGER CANDY 150 GM 28.00 30.00

OTHER THAN SPICES PRODUCTS

1 BLACK SALT 100 GM 3.75 4.25
2 BLACK SALT 250 GM 14.00 15.50
3 EIDBLE SODA 100 GM 3.50 4.00
4 LONG FUT VERMICELLI 200 GM 10.00 12.00
5 LONG FUT VERMICELLI 225 GM 20.00 22.00
6 LONG FUT VERMICELLI 200 GM 8.00 9.00
7 BLACK SALT 500 GM 15.00 17.00
8 ONION FLAKE 75 GM 18.00 20.00
9 MASALA PAPAD 100 GM 12.00 13.00
10 MASALA PAPAD 200 GM 23.50 25.50
11 MASALA PAPAD 500 GM 54.50 56.50
12 MIX PAPAD 400 GM 46.00 48.00
13 NOODLESS (MAIDA) 200 GM 13.00 15.00
14 NOODLESS (BROKEN) 500 GM 16.00 18.00
15 NOODLESS (ATTA) 200 GM 15.00 17.00
16 NOODLESS 200 GM 15.00 17.00
(TOMATO/PALA)
17 PLANED FOOD (CUP) 100 GM 20.00 20.00
18 PLANED FOOD (CUP) 200 GM 40.00 40.50
19 PLANED FOOD (CUP) 500 GM 85.00 85.00

SMALL POUCH PRODUCT

1 AJINA MOTO 1 PC 1. 00 1. 00
2 CHANA MASALA 1 PC 1. 00 1. 00
3 CHAT MASALA 1 PC 1. 00 1. 00
4 CHILLI & JEERA POWDER 1 PC 1. 00 1. 00
(ROSTED)
5 CHILLI POWDER 1 PC 1. 00 1. 00
6 DHANIA POWDER 1 PC 1. 00 1. 00
7 EIDBLE SODA 1 PC 1. 00 1. 00
8 FISH MASALA 1 PC 1. 00 1. 00
9 GARAM MASALA 1 PC 2. 00 2. 00
10 GARAM MASALA-BAG 1 PC 2. 00 2. 00
11 HALDI POWDER 1 PC 1. 25 1. 25
12 JAL JEERA 1 PC 2. 00 2. 00
13 JEERA (POWDER) 1 PC 2. 00 2. 00
14 JEERA (WHOLE) 1 PC 1. 00 1. 00
15 MEAT/CHIKEN MASALA 1 PC 2. 25 2. 25
16 MEAT/CHIKEN MASALA 10 GM 2. 00 2. 00
17 MIX MASALA 1 PC 2. 00 2. 00
18 PHUTAN (WHOLE) 1 PC 1. 00 1. 00
19 POSTAK (WHOLE) 1 PC 1. 00 1. 00
20 SABJI MASALA 1 PC 1. 00 1. 00
21 SABJI MASALA 10 GM 2. 50 3. 00
22 SAMBAR MASALA 1 PC 1. 00 1. 00
 CHAPTER-5
MARKET POSITION OF
RUCHI SPICES IN
CUTTACK
 RUCHI’S MARKET ANALYSIS

Customer Survey

In the Cuttack market a number of brands of spices are

available. The survey conducted by me in Cuttack markets
revealed the following information.

Number of spices users

Out of the total 500 consumers, 90% admitted of using

readymade spices with packed spices and a mere 10% admitted
that they did not use readymade spices. Rather they would like
to prepare the spices in their own home.

TYPES OF SPICES BEING USED

75% consumers said that they used branded spices with
good packaging, 20% used unbranded spices & 5% used both branded
& non-branded spices.
How they know about the product:-
Mostly know about the products from advertising and
publicity of the company.

90% of consumers referred that while purchasing spices,

they ask on their own to shopkeeper about their preferred brand
while a least of 10% referred that they take whatever the
shopkeeper provides, This information suggested that almost
each and every customer have his/her own preferred brand,
Therefore, for an organization it is very much essential to win the
confidence of the customers to become the market leader.
 Of course it is true that about 55% consumers are
purchasing other brands if their preferred brand is not available
in the market. It is evident from the collected data through these
surveys that 25% replied they would search in other shops if
they did not get their brand while 20% had opinion that they
would consumer of their home made if their preferred brand is
not available in the market without compromising in variety.

Brand Loyalty

It is extremely important for any organization to see

whether the customers are loyal to its brand or not, Because it is
not only important to attract customers but also to retain them.

However, then the customers were asked as what they

would do if the price of their preferred brand increase
substantially compared to other brands then 45% replied that
they would not hesitate to change their brand, whereas 41 %
told that it would not make much material difference so fate as
the increase in price is concerned. 15% replied that they would
stop consuming readymade spices and would rather like to
prepare it their own at home. However, only 3% consumers
replied that they would nor change new brand but would reduce
the consumption quality.

Product Awareness

It means how many people / respondent are knowing the brand like
Ruchi .As my research conducted there are 77%of respondent are aware
of the brand Ruchi.
 AWARNESS OF THE BRAND

SL NO. AWARE OF NO. OF RESPONDENT % OF

BRAND RESPONDENT
1 KNOWLEDGE OF 77 77 %
THEPRODUCT
2 UNKNOWN 23 23 %

INFERENCE:-

From the above analysis it is found that 77 % of respondent are aware

about the product of Ruchi and rest 23 % are not aware about the Ruchi
product.

SUGGESTION:

The company should frequently improve the quality of the product to

attract the customer towards their products.
 NUMBER OF SATISFIED RESPONDENT (TOTAL – 58)

SL RESPONDENT SATISFIED / NOT NO. OF % OF

NO SATISFIED RESPONDENT RESPONDENT
.
1 SATISFIED YES 42 72 %
2 NOTSATISFIED NO 16 25 %

INFERENCE: -

From the above analysis it is found that 72 % of respondent are satisfied

with the product & rest 28 % of respondent are not satisfied with the product.

SUGGESTION:

The company should be continuously evaluate and improve the quality

of the product against customer expectation.

Using Ruchi products :-

 70% of customers were agreed that they use Ruchi products. The
costumers are using Ruchi products because of 60% of good quality & 35% of
low price & 5% for good taste
Retailer Survey

During my market survey regarding the consumer

performance for spices in the market of Cuttack City, I also
conducted a retailer survey. The reason for doing retailer survey
was to get the information regarding the business of various
brands and matching this information with that of the
information collected from consumer survey so that the accurate
position could be found out. The retailer selling various brands.
The best sources of drive out an opinion so far as the spices are
concerned.
There are generally two types of retailers who are selling spices.
They are-
• Grocery shop
• Stationary shop
A separate set of questionnaire was served to 100 retailers
in the Cuttack market. It contains a sample size of 100 through
random sampling covering different area of the entire Cuttack
City. The retailer survey revealed the following information under
methodology.

Brand Dealing With the Retailer

The retailers were asked whether they keep only branded

spices or branded and unbranded spices, 76% retailers were
found to be dealing with reputed brands, 24% retailers were
dealing with branded as well as unbranded spices and 8% were
dealing with unbranded spices only.

From the survey it was found out that the retailer kept
unbranded and branded spices retail pouches for the people who
usually do their daily needs purchasing everyday. In other areas
retailers do not deal with unbranded products if there is no
demand for so. About 78% retailers told that people ask for
branded and asked spices where as 22 % retailers viewed that
people ask for both branded and unbranded produces.

Influence of the retailer in purchase decisions

When the retailer were asked that what does a customer do

when he does not get his choice of brand, they answered that
they were however able to convince most of the customers to
take any other brand. They rather preferred to search it in
another shop.

Thus it is very clear that when customer do not get their

choice of brand, then retailer have a major role to convince to
take any brand of spice, one conclusion that can be drawn from
the finding that a retailer will , in such a case, give emphasis on
that brand which yields him maximum earning. As the retailers
are getting nearly about 10-30% margin from mentioned brands
in this project, so they will try to push the sale for those brands.
So in such a situation it may create problem for reputed brands
in the long run customer. The manufacturers should not neglect
the interest of the retail & dealers. But it is mandatory to
motivate the retailer & dealers.
Significant factor for customer while purchasing

According to the opinion of the retailers, 16% consumer

have given emphasis on price while purchasing spices, 62%
consumers emphasizes on the quality of the product where as
22% consumers emphasizes on both price and quality

Thus, a brand can be the market leader by giving all most

importance the quality of its products; this does not imply that
the organization can totally neglect the price factor because it is
the most sensitive factor of the consumer. Therefore the
organization has to see that its products are reasonably proceed
without compromising the quality of the products. The

Researcher observation shows that the product of good quality

with reasonable priced will be widely accepted by the consumers
and may become the market leader.

Effect of price increase

When the retailers were asked that what would happen if

the price of the spices was increased, 16% retailers responded
that the customers would scarifies quality for the sake of price,
where as 84% retailers viewed at it is the quality of the products
that attract the customers and not the price.

Best Seller

The most important information that was collected form

the retailer survey was about the business of various brands in
the Cuttack market and the best selling brand. The information
collected form these surveys in this regard are:
 Brand Sales (%)
Ruchi 28
MDH 14
Ruchi & MDH 12
Everest 10
Swadist 08
Ruchi & Everest 08
Ramdev 04
Crooks 04
Everest & MDH 02
Unbranded 10

Market Share
MDH is the main competitor of Ruchi. The reason for MDH
being placed at No. 2 position is that its products are slightly
high Price than Ruchi and the upper class families in the society
are mainly using it. The same word is true for Everest. But Ruchi
remains the most preferred brand both for the upper class as
well as middle class families. Ruchi is enjoying as a market
leader with 30% market share in Cuttack City.

Brand Market Share (%)

Ruchi 30
MDH 21
Everest 10
Swadist 18
Ramdev 03
Badsash 07
Appu 08
Unbranded 10
 CHAPTER- 6
RESEARCH OBJECTIVE
RESEARCH PROBLEM OR
LIMITATION
RESEARCH DESIN

QUESTIONNAIRE
 RESEARCH OBJECTIVE

The core objective of the study is to assert the positioning

strategy and brand image of the Ruchi spices in Cuttack market
The other major objective can be identified as:-

 The primary objectives of present study are to know the

overall effects of the promotional activities over the target
Retailer and Whole Seller.
 To measure the most significant factor of a
customer/retailer while making a preference on a
particular of spices.
 To study the different schemes, which provided by the
company.
 To evaluate Retailer and Whole Seller feedback about Ruchi
products prices.
 To measure the Retailer and Whole Seller feedback about
Ruchi Spices.
 The study is meant to know the position the products in
Cuttack market.
 To find out the measure competitors of Ruchi spices in
Orissa.
 To measures the price list of Ruchi Spices comparison to
competitors.
 RESEARCH PROBLEM OR LIMITATION

This survey helped the surveyor to get practical

knowledge about the existing market position of Ruchi spices.
There is several limitation of this survey. These limitations are:-

 The limited time factor is not sufficient to collect all the

relevant data.
 The accuracy of results is also limited to the time
reliability of methods of investigation, measurement and
analysis of data.
 Some customers have no alternatives to dispose the
questionnaire.
 The other limitation in this survey is the sampling
factor. As it is not possible to provide actual
information.
 The above limitation and bias may influence the study.
 RESEARCH DESIGN

Research design is just like a blue print for collection of

data, measuring those data and doing analysis.

When we design a research we should consider the

following aspects.

A) SOURCES OF DATA COLLECTION:-

When marketing research projects involves some primary

data collection & secondary data also. So I have collection the
data from primary source, by interview & questionnaire method
survey at Cuttack market.

B) RESEARCH APPROACH:-

Here I choose descriptive reach design for my research.

C) RESEARCH INSTRUMENTS:-

For the collection of data I choose questionnaire method as

my research instrument which are close ended and open ended
question also.

D) DATA INTERPRETATION :-

Data interpretation is done by bar diagram, Pi-chart and

percentage.

E) TIME DURATION:-
 The time duration is limited only 8 weeks.
QUESTIONNAIRE

“An analysis of Market position of

Ruchi spices in Cuttack Market”

Name& address of Retailer:-

1. Do you sell any spices product?

(A) Yes (B) No

2. What are the spices product stocks in your shop?

(A) Ruchi (B) MDH (C) Everest (D) Bharat

3. Do you know Ruchi Spices Product?

(A) Yes (B) No

4. Do you stock Ruchi product in your shop?

(A) Yes (B) No

5. If “No” Why?

6. If “Yes” Why?

7. How many Product of Ruchi brand are you selling?

8. What is your opinion about Ruchi?

9. Who are the main target customers of Ruchi?

(A)High class people (B) Low class people (C) Middle class people

(D) All types of institution (E) Special Customer

10. Are you satisfied with the product of Ruchi?

(A) Yes (B) No

11. Where would you rate Ruchi in1-5 scale on following aspect?

1. Product.

2. price
3. promotion
4. Services & Delivery
5. Brand awareness

12. Who do you think is the biggest Competitor of Ruchi?

13. What is your monthly turnover (spices only)?

1. 5,000-10,000

2. 10,000-15,000

3. 15,000-20,000

4. more than 20,000

14. If Ruchi will lunch new product are they getting profit?

15. Your suggestion for Ruchi?

Signature of Retailer
 QUESTIONNAIRE

“An analysis of Market position of

Ruchi spices in Cuttack Market”
1. Name of the person with Address.

2. Occupation

3. Monthly Income.

(A) 5000-10000 (B) 1000-15000

(C) 15000-20000 (D) 20000-25000

4. No. of family members.

(A) 1 to 3 (B) 4 to 6

(C) More than 6

5. Do you use spices?

(A) Yes (B) No

6. If yes, are you uses branded or loose spices?

7. If branded, from which branded product are using?

(A) Ruchi (B) MDH

(C) Swadist (D) Everest

8. How you know about the product?

(A) TV add (B) Newspaper

(C) Others

9. Are you using Ruchi Product?

(A) Yes (B) No

10. From where you purchase Ruchi Product?

(A) Grocery Shop (B) Spices Shop (C) Stationary Shop

 CHAPTER- 7
FINDINGS
SUGGESTION

CONCLUSION

QUESTIONNAIRE
 FINDINGS

 RUCHI spices have created a good position in the market of

Cuttack city.

 The factor which are affecting the position of Ruchi in Cuttack

market are:-

(1) High Price (2) No Good promotional activities

(3) Low Quality (4) Bad Distribution.

 Ruchi provide different pop materials for the advertisement of

its product in Cuttack city.

 Even like award giving ceremonies and fairs are the best

possible sources of promotion.

 Ruchi, MDH, Everest, Bharat give attractive sale promotion in

Cuttack city.

 Customers are no satisfied with the price of Ruchi.

 Most of the customers in Cuttack city prefer high quality spices

with good packing and freshness in spices

 People belong to the higher, middle class and Lower class prefer

spices like MDH, Bharat, Apu, Everest due to branding and

national level and campaign

 Some of the people change regularly their brand by seeing the

regular advertisement like MDH, Bharat, Apu, Everest.

 The main attribute position at Cuttack market of Ruchi spices is

“Quality attribute and price attribute”.

 Out of 80 respondents 20% are not aware of this product.

 As my research conducted 55% of respondents are not

satisfied to this product.
 Out of 55 respondents others are satisfied to these
products.
 Out of 100 respondents 40 % considered pasta as
vermicelli.
 In my research the price of the product and the quality of
the product are important factor for Ruchi.
 As a total of 30 respondents 23 % of the respondents are
not aware of the cooking system.
 As my research conducted 95% of respondents are satisfied
about the packaging.
 As a total of 58 respondent 28 % have not seen any
advertisement of “Pasta”.
 75 % of respondent have seen the adv. In TV., 20 %in
newspaper & rest 5%
 In moving vehicle.
 95 % of the respondents are found that the taste of
“PASTA” is testy.
 As my research conducted all the peoples like high class,
middle class and low class are used the product.
 SUGGESTION

 The company should make maximum effort to highlight its product

especially in rural areas.
 As we know that promotional activities are only meant for temporary
boosting for sales, so it is suggested that promotional activities should
be conducted in a control manner.
 The company should prepare an easily understood literature, leaflet
indicating details methods of products which will enable to educate the
customer about the product.
 The company should continuously evaluate the quality of the product to
improve performance against customer expectation.
 Pricing structure need to be evaluated by the company or to be review
because most of the respondents are not satisfied with the price of the
product.
 The well written literature ,leaflets should prepared indicating detail of
Cooking methods of pasta should be enclosed in each product to
educate the customer in the cooking system of pasta .
 As the selling of Ruchi is more in the Cuttack market, but the company
should adopt different sales promotion offer to increases the sale of the
product.
 Due to high price I found that it is mainly used high income group of
people, then company should adopt a low pricing policy to increase the
use of pasta by low income people & that’s why the sale of product will
increased.
 The company should frequently improve the quality of the product to
attract the customer towards their products.
 CONCLUSION

As per the research I found that maximum people are aware about the

Ruchi product. But the price of the product is very high so it is found that

Ruchi products are mostly used by higher income group. So the company

should adopt a lower pricing policy to attract the lower income group of

people. The company should also think of developing new marketing strategies

in special emphasis on price, which help to boost of sale of products.

 BIBLIOGRAPHY

1. Research Journal : THE PROFILE OF ENTREPRENEUR

AND

ENTERPRISE, Ruchi Spices, Pasta &

Vermicelli, 2009
2. Ruchi Booklet
3. Philip Kotler, Marketing Management 12th Edition, 2007)
4. Ruchi Company 10th Annual Report
5. Ruchi Company 11th Annual Report
6. Business world May 2008 (Magazine)
7. www.ruchispices.com
 ACKNOWLEDGEMENT

I Acknowledge in the indebtedness and gratitude of our internal

guide Mr. A.K. Swain for extending his cooperation and help for

successful completion of the project.

I gratefully acknowledge the valid suggestions and escalated

inspiration of Mr. Mahendra Sarangi (General Manager).

I would like to thank our thanks to all the Staffs of Department of

Commerce, and my friends for their cooperation of completion of the

project.

SATYABRAT MOHANTY
Regd. No :-
 CERTIFICATE

This is to certify that Satyabrat Mohanty has completed his

project report title “THE BRAND POSITIONING OF RUCHI

SPICES IN ORISSA” under my supervision. To the best of my

knowledge and belief this is his original work and this, wholly or

partially, has not been submitted for any degree of this or any other

University.

Mr. A.K. Swain

(H.O.D.)
 DECLARATION

I SATYABRAT MOHANTY do here by solemnly

declare this project report entitled “The Brand Positioning of

Ruchi Spices Pvt. Ltd in Orissa” being submitted by me to

the Barabati Institute of Management Studies. Biswalpara,

Cuttack of Biju Patnaik University of Technology for partial

fulfillment of the Master in Business Administration Course.

This is a record of our own research work. This report

neither been submitted to any other institute nor published

anywhere else.

SATYABRAT MOHANTY
Regd. No :-
 CERTIFICATE

This is to certify that Mr. SATYABRAT MOHANTY has

completed his project report title “The Brand Positioning of Ruchi

Spices Pvt. Ltd in Orissa” under my supervision. To the best of my

knowledge and belief this is his original work and this, wholly or

partially, has not been submitted for any degree of this or any other

University.

A.K. SWAIN (H.O.D.)

 Contents

 CHAPTER – 1: INTRODUCTION
VISION & MISSION OF RUCHI

 CHAPTER – 2: MAN BEHIND OF THE SUCCESS STORY

COMPANY PROFILE
ORGANIZATION STRUCTURE
DEPARTMENTS OF THE COMPANY

 CHAPTER – 3: RUCHI MARKETING STARATEGY

 CHAPTER – 4: PRODUCT LIST

PRICE LIST

 CHAPTER – 5: MARKET POSITION OF RUCHI SPICES IN

CUTTACK

 CHAPTER – 6: RESEARCH OBJECTIVE

RESEARCH PROBLEM OR LIMITATION
RESEARCH DESIN

 CHAPTER – 7: FINDINGS
SUGGESTION
CONCLUSION
 A PROJECT ON

Submitted by:-
SATYABRAT MOHANTY
Roll No: PGUNCOM16026
Batch -2016-18

Submitted for partial fulfilment of the degree of

Master of Commerce

Under the guidance of

External Guide: Internal Guide:
Mr. Mahendra Sarangi Mr. A.K. Swain
(General Manager) (H.O.D., Commerce)

UDAYANATH (AUTO) COLLEGE OF SCIENCE AND

TECHNOLOGY, ADASPUR, CUTTACK