Liberty Oil Mills Ltd.

manufactures and markets edible and blended oils, and edible and specialty fats for food industry and consumer pack segments primarily in South East Asia, and the Middle East. The companys products include Vanaspati, RBD Palmolein, and refined soyabean oil. It also imports and processes edible oils; sources and distributes agricultural commodities; and engages in trading meals, rice, pulses, seeds, and wheat; and exports frozen and marine foods. The companys marine products comprise aqua-cultured, freshwater, and sea caught shrimps, as well as other seafoods under UNISTAR, ANCHOR, PETALS, PYRAMID, LIBCO, MEIZEN, VITAL, and PREMIER brand names. In addition, it involves in the wind power generation business. The company was founded in 1953 and is based in Mumbai, India.

Company Profile

Liberty Oil Mills is one of the largest edible oils and fats manufacturers in India. The company manufactures refined sunflower oil, refined soyabean oil, refined palmolein, vegetable ghee, and interesterified fat, refined groundnut oil and speciality products for bakery industries. The Liberty Empire is now a diversified conglomerate with extensive distribution network supported by 3 installation and 22 sales depots. The company accredited with ISO 9001: 2000, ISO 22000 and HACCP certification. The Company was established as a partnership firm in 1953 in the name of Liberty Oil Mills for manufacture of vanaspati industrial hardening acid oil etc. by setting up modern machinery. In the year 1983, .The Company became a public limited company in 1989. A solvent extraction plant was installed in 1987 and the entire plant was modernised by adopting the latest technology. The Company main object is manufacturing of vanaspati oils de-oiled extractions. During the year 1995-1996, the company increased the installed capacity of Refined Oil from 15000 Tonnes per Annum to 30000 Tonnes per Annum. During the year 1996-1997, the company launched sunflower refined oil in consumer packs under 'Sunday' brand to cater needs of retail consumers, the product well received in the market. During the year 1998-1999, the company increased the installed capacity of Refined Oil from 30000 Tonnes per Annum to 60000 Tonnes per Annum. During the year 1998-1999 the company adopted suitable market strategies to penetrate the retail consumer's market to increase its market share in refined edible oils as well as Vanaspati. During the year 2000-2001, the company increased the installed capacity of Refined Oil from 60000 Tonnes per Annum to 120000 Tonnes per Annum and in the same year the company further increased the installed capacity of Vanaspati & Industrial Hardening from 36000 Tonnes per Annum to 86000 Tonnes per Annum. During the year 2001-2002, the company diversification of business activities, its also invested in 3-m.w power wind mill. During the year 2002-2003, the company invested in equity shares of Liberty Global Pte.Ltd, Singapore for $ 18000 (wholly owned subsidiary company). During the same year the company increased the installed capacity of Refined Oil from 120000 Tonnes per Annum to 493500 Tonnes per Annum and in the same year the company further increased the installed capacity of Vanaspati & Industrial Hardening from 86000 Tonnes per Annum to 96000 Tonnes per Annum. During the year 2003-2004, the company increased the installed capacity

of Vanaspati & Refined Oil from 589500 Tonnes per Annum to 689500 Tonnes per Annum. During the year 2004-2005, the company successfully implemented project incorporating latest technology and in the same year the company manufacture & refine new products. During the year 2007-2008, the company also introduced fresh products specially catering to the bakery industry. During the year 2008-2009, the company started in operation of additional packaging facilities at strategic location.

Built by passion and the spirit to excel is the 50-year-old structure of Liberty Oil Mills that stands tall in the sprawling locales of South Bombay. Take a step in to its welcoming embrace and you are surprised at the modesty with which people greet you in this Rs. 30 billion turnover group. In fact it is only when you absorb the inspiring Liberty empire, the magnificent history of this ISO 22000 and HACCP certified company is rightly understood. It all started with a small team of four brothers who unanimously shared a big dream. A dream that has given Liberty recognition of 3-Star Export House from the Government of India for manifold contribution towards nations economic development. Apart from being the largest importer and processor of edible oils, Liberty house has forayed into arenas such as marine foods, animal feed, eco-friendly wind power generation and exports of high quality agricultural products. As of today, Liberty groups market reach and penetration is spread well beyond the shores of Indian continent, into highly competitive western countries as well. The Liberty Empire is now a diversified conglomerate with extensive distribution network supported by 3 installation and 22 sales depots. Further serving the nation with its stateof-the-art plants and meticulous revenue models; Liberty Oil Mills is still looking for greener pastures in Health and Nutrition. Indeed a modest magnum opus on the Indian soil-Liberty.

With its futuristic visions and intelligent business philosophies, Liberty very well realizes the need to empower itself with next generation technology. The group in its endeavor to conquer every unachievable milestone has deployed future proof machinery, which gives Liberty, a commanding authority over other players in the industry. Their fundamental motto of optimum utilization of existing business operations to maximize business opportunities is certainly well balanced with equal considerations towards

the kind of manufacturing facilities that have been strategically planted in Liberty Oil Mills empire. Currently Liberty deploys state of the art machinery that ensures maximum production capacity with minimum wastage while maintaining prescribed environmental and health standards laid down by the government of India.

With its diversity of products and services, Liberty Oil Mills offers the following Manufacturing Facilities:

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Production of refined Vegetable Oils, Vanaspati and Interestified Vegetable Oils and Fats. In addition to that they also facilitate Specialty Fats, Bakery Shortening, Margarines with Danish technical support in their manufacturing processes. Liberty Oils Mills includes healthy environment in its work, which is the reason they offer continuous packaging without any kind of human interference to maintain stringent hygiene levels.

Sunday Refined Sunflower Oil

Amber Refined Soyabean Oil

Anchor RBD Palmolein Oil

chanda Vanaspati

OTHER DIVISIONS:

Over the years, Liberty group has smartly diversified itself into a spectrum of services amongst which Commodity training is perhaps the most frequented one. From being known as Indias largest trading house to one of the largest importers and processors of edible oils, Liberty imports over 8 lakh tons of oil per annum. Libertys group companies are acknowledged as being one of the largest companies, specializing in sourcing and distribution of agricultural commodities. In fact Liberty also flaunts its presence in the fields of Indian agricultural markets by trading in products like meals, rice, pulses, seeds and wheat. Precisely the reason why Liberty is recognized as a 3-star Export House for its impressive contribution in the export of marine foods.

Liberty Groups marine food division is one of the largest divisions within the group. This division 1. Devi Marine Food Exports Ltd. comprises of 2. Universal Cold Storage Ltd. companies viz. 3. Kader Exports Pvt. Ltd. 4. Premier Marine Products 5. Liberty Frozen Foods Pvt. Ltd. 6. Kader Investment & Trading Co. Pvt. Ltd. 7. Liberty Cold Storage Pvt. Ltd.

All 7 companies together specialize into export of frozen and marine foods from 3 different ports of India i.e. Chennai, Tuticorin & Vishakapattanam (Vizag) This division, pioneered by the parent company - Liberty Oil Mills Limited, was started in the year 1982 and is professionally managed by expertise of the organization. The division has 6 plants situated at Chennai, Bhimavaram, Mandapam, Raipalli, Vizag, Tuticorin, which specializes in processing and export of seafoods like shrimps, cuttlefish, squids, crabs and lobsters all as per HACCP principles. Being in this industry for the last 2 decades, the division today exports seafood to countries worldwide like Japan, United States of

America, United Kingdom, Italy, Germany, Australia, United Arab Emirates, Thailand, China, France, Spain, Canada, etc.. Supported with infrastructure like ultra modern equipments & laboratory facilities, transport, cold storage facilities, clean and hygienic environment and specialized people, the division today is leader among export of seafoods in the country delivering a turnover of 100 Million Dollars. The division deals in variety of marine products ranging from specially aqua-cultured, freshwater and sea caught shrimps (Black Tiger, Brown tiger, White and Flower Shrimps) and also various other seafoods under brand names UNISTAR, ANCHOR, PETALS, PYRAMID, LIBCO, MEIZEN, VITAL & PREMIER. These products are packed and delivered according to the tastes of our customers ranging from packets in blocks and IQF packs both raw and cooked. They are tested, processed, preserved, packed and stored as per our clientele requirements at our hi-tech and hygienic labs and cold storages till it reaches our ultimate customers.

From consuming power to enabling nature replenish them; Liberty sure knows its role as a socially responsible corporate entity. Perhaps this why the company ventured into the world of eco-friendly power generation using unconventional sources of energy the might of WIND. In 2002, Liberty group planted German technology based Wind Turbine Generators at Varekwadi, Maharashtra (WTG better known as windmills to a layman), which are known to generate eco-friendly electric power and are fully automated, maintenance free and environmental friendly. The sole purpose of these WTG was to empower the state electric board with 25 MW of additional power. With the project being executed in phases, the initial stint generated only 3MW of power per hour. However the recent renewal in the form of commissioning and installation of 5 more advanced WTG at Varekwadi and Kadvekhurd (Distt. Satara) Maharashtra, the state electric board MSEDCL power grid is currently drawing 4MW an hour from each WTG. And while this power is still being supplied to the MSEDCL Power Grid, the company is in the process of evaluating new locations in states like Rajasthan and Karnataka too!

In addition to its core activities of manufacturing and marketing a range of cooking oils and vanaspati, Liberty Oil Mills also has a sizable presence in the exports of Oil Meals and other agri commodities. It enjoys the added advantage of having its manufacturing facilities being located close to the major ports of Kandla, Bedi and Mumbai.

SUPERIOR QUALITY PRODUCTS The Soya Deoiled Cake (Soyabean Meals) exported by the company is of excellent quality and acknowledged as a premium product ny Cattle Feed Mills and Poultry Feed Mills throughout the world. The ISO certification secured by the company enables it to produce

its products in compliance with a pre-defines procedure. This control helps its consistence deliver products of superior quality. MARKET & CLIENTS The Companys products are well accepted in countries based in South East Asia, the Far East and the Middle East. Its client comprises of some of the worlds renowned Compound Feed Manufacturers and Integrators. THE COMPANY OFFERS SHIPMENTS BY BREAK BULK AND BY CONTAINERS. 1. libertys marketing strategy . 2. libertys refining and crushing strength.
South India is considered as the major market for Sunflower oil, where brands like Sundrop, GoldWinner, Gemini, Gold Drop and Crystal, Fortune, Godrej Sunflower Oil and Godrej Shakti have their strong foothold. Major manufacturers like GoldWinner, Agro Tech Foods and Adani Wilmer have already announced their plans to explore more into south Indian states because of the increased market size and the availability of raw materials from states like Karnataka and Andhra Pradesh.

Findings and Recommendations This is competitive world and must never forget that customers have a choice. If they are not satisfied with a Nestl Pure Life, they will switch to another brand. The pursuit of highest quality at any price is no guarantee for success, nor is a single-minded costcutting approach. Lasting competitive advantage is gained from a balanced search for optimal value to customers, by simultaneous improvement of quality and reduction cost. Success can never be taken for granted. Nestl must watch and learn from its competitors. If they do something better, Nestle must improve its own performance. Nestle can achieve competitive advantage through Quality. Progress is followed by listening to Nestle customers and by measuring its works performance. Shortcomings and mistakes must be analyzed and corrected. Problems must be anticipated and prevented before they occur. Nestle also must identify and take advantage of opportunities.

To stand still is to fall behind. So Nestle must strive for continuous improvement in every area. It is through many small improvements as well as through major breakthroughs that Nestle will achieve excellence. We have observed from our extensive hard-work to compile these pages and after visiting the organization that the company is eager to serve consumers at its every possible level, consumer services department is the evidence of such a pursuit from the organization point of view. Presently the company is market leader in its category but it shouldnt take it as a complacent attitude rather capitalize on its good brand equity and to improve its quality of product to reap not only more profits for the shareholder but also serve the humanity by providing them healthful water which in other way a noble & sacred job. The company can fulfill this job by having such a spirit following it religiously by incorporating it all the marketing strategies.