Description
This project will let you know about the demand of LT Fodds Basmati rice in Odisha market and its competitors.
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TABLE OF CONTENTS
Sl. No. Contents Page Number
1 2 3 4 5
Introduction Industry / Company Overview Objectives Scope of the Research Review of Literature / Theoretical Background (Theoretical Framework)
2 3-19 20 21 22-25
6 7 8 9 10 11 12
Research Methodology Data Analysis , Results and Interpretation Conclusions Limitations of the Project Recommendations Annexure Bibliography
26 27-64 65 66 66 67-68 69
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LIST OF FIGURES & GRAPHS
Sl. No.
Figure & Table Number
Figure Name
Page Number
1 2 3 4 5 6 7
Figure no.1 Figure no.2 Figure no.3 Figure no.4
Trend in Rice export from India Top rice exporting countries,2008 Basmati exports during 2003-08
23 24 24
Non basmati rice exports during 2002- 25 07
Table no.1
Data analysis of wholesale outlet in 27-37 Cuttack
Figure no.5
Market analysis of Cuttack by using 38 table no.1
Figure no.6
Analysis through pie chart (market 40 demand of LT Foods in different godown)
8 9 10 11 12 12
Figure no.7
Analysis of all brands by using table no 47 2…..9
Table no.11
Data analysis of hotels & restaurants in 49-56 Puri
Figure no.8
Market analysis of Puri by using table 57 no.11
Figure no.9
Analysis through pie chart (Demand of 59 LT Foods in hotels & restaurants)
Figure no.10
Analysis of all brands by using table no 62 12……17
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INTRODUCTION
This project has been done to know the real scenario of the market. So it is a basic market survey which has been completed under the LT Foods Ltd. The LT Foods Ltd. is producing different type of basmati rice and selling it to more than 50 countries. Basically this project report describes the demand of the basmati rice in the market, how the competitors are selling their products easily in the market and the future of the basmati rice in different restaurants.
In this project the main aim is to gain knowledge about different types of basmati rice, to know about the competitors for identifying the actual demand and to know the company which is playing a vital role in the market.
The Basmati rice has a greatest demand in the world market because of it aromatic smell. It is a variety of long grain rice, famous for its fragrance and delicate flavor. Its name means “Queen of Fragrance” in Hindi.
Basmati rice has been cultivated in the Indian subcontinent for hundreds of years. The Himalayan foothills are said to produce the best basmati. The Indian subcontinent, which includes Basmati growing areas in the states of Uttarakhand, Punjab, Haryana, Uttar Pradesh, adjoining areas of Jammu, Kashmir, Himachal Pradesh and Delhi.
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Company Overview
Company Profile
With a core vision of maximizing customer?s delight through value expansion, LT Foods Limited stands strong as the leading processor and exporters of packaged basmati rice in the country. The company is a dynamic and diversified agribusiness and foods company dealing into varied businesses such as Organic Foods, Grain Storage, Staple Foods and Healthy snacks market. In the year 1990, Mr. Vijay Kumar Arora founded LT Foods, formerly known as LT Overseas. Right from the beginning, Mr. Arora aimed at growing this organization into a global enterprise by offering highest quality and scrumptious food products to their customers located all over the world. The company is largely known for its high standards in hygiene, quality and healthy food products. LT Foods has a strong global network in more than 50 countries across the globe in major markets like USA, UK, Germany, France, Spain, Middle East, South Africa, Mauritius and Australia. Headquartered in Gurgaon, LT Foods employ around 900 employees in India and abroad. With net sales of Rs 1281cr in FY?11, it has robust plans to expand its businesses internationally. The company?s flagship brand „Dawaat? launched in 1980?s is now recognized as the leading brand in the industry. The company has a strong nationwide distribution network in the domestic market that sells products such as branded rice, wheat and pulses, healthy snacks, spices and other value-added products like brown flex seeds and cashew nuts. Initially the company started as a privately held business but in 2006 it got listed in BSE and eventually it has become a professionally managed entity. The company took Ernst and Young on board, which further helped in taking major strategic initiatives. The company has experts
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with industry acumen on their advisory board who give meaningful insights and recommendations to LT Foods. The advisory Board and main Board has some of the prominent executives from the corporate world like, Mr.Rajesh Srivastava, CMD, Rabo Equity Advisors, Mr.K.N.Memani, Former CMD, E&Y India, Ms.Radha Singh, Former Secretary of Agriculture, GOI, Mr.J.C. Sharma, Former Secretary Ministry of External Affairs, Sunil Alagh, Former CEO, Britannia, Mr.Abhiram Seth, Former Executive Director, Exports& External Affairs, Pepsico India Holdings (Pvt.) Ltd, Mr.S.C Gupta, Ex. Chairman, Punjab National Bank and Mr.Pramod Bhagat, Lawyer. The company has also hired some of the country?s leading business process consultants, who have improved the operations and reduced their cost significantly. To enhance its market position, the company has always strived to bring new food products like fast cooking brown rice, and various rice based snacks for its consumers. For backend support, the company has set up a flour mill in Bhopal with an expandable capacity of 300 tonne a month. It has also set up a re-packaging center (RPC) at Khalapur near Panvel in Maharastra. The company has got many recognitions and accolades for its high quality standards developed in-house. The largest plant of the company situated at Bahalgarh has received ISO 14000 certification by SGS. On the other hand, the company?s Bhopal plant is ISO 22000-2005 certified for “Paddy receiving, processing, packing and dispatch of Rice” by SGS, UK.
Mission
To deliver value to the customer, be profitable and establish leadership in core markets. The company strives towards diversification and expansion of the product portfolio. To command top of mind recall with the customer by ensuring effective brand promotion strategies. Invest in research & development activities so that the company can deliver ever better products and always stay ahead. Focus on increasing global footprint by venturing into newer markets and at the same time forge fruitful alliances with entities operating within the same plane.
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Values
Ownership: Trust Dedication & commitment by empowering resource. Accountability and responsibility to the people & respect for all.
Passion for Excellence: Perseverance & endurance with no compromise to remain best in class.
Customer Centricity: Offering superior customer experience through safe and high quality products and provide value for money.
Business Ethics: Sincerity and honesty in delivering the best by being honest & transparent in our processes.
Innovation: Improving continuously by experimenting with new ideas for superior product and process.
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Company Promoters
Mr. Vijay Kumar Arora, Mr. Ashwani Kumar Mr. Surinder Chairman & Managing Arora, Joint Managing Kumar Arora, Director (Sitting) Director (Middle) Joint Managing Director (Left)
Mr. Ashok Kumar Arora President-Punjab Operations (Right)
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Product Range
Premium Range Consumer Range Food Service
? Premium Range
Specialist Range I. Specialist Range:
Health Conscious
The connoisseur?s choice, Daawat Traditional Basmati Rice, with its rich aroma, superb flavor, perfect form and white luster makes even steamed rice a delicious, aromatic work of art. Each grain is aged to perfection, reviving the splendour of royal, heritage cuisine. Daawat Biriyani Basmati Rice:
DAAWAT Biry ani Basmati Rice
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DAAWAT Biryani Basmati Rice The signature of an authentic Biryani is the length of the grain. Every grain of Daawat Biryani Basmati Rice elongates to 16-18mm when cooked. The perfect choice for a celebration, it makes a sumptuous Biryani. Guaranteed to earn you many compliments. Available Packs
? ?
1 KG 5 KG Daawat Pulav Basmati Rice
DAAWAT Pulav Basmati Rice
DAAWAT Pulav Basmati Rice When the centerpiece is a pulav, the grains need to be slender and lustrous. Daawat Pulav Basmati Rice enhances the perfect pulav. The delicious taste, slender grains and pure white appearance make every dish a masterpiece: from simple peas pulav to exotic recipes. Available Packs
? ?
1 KG 5 KG
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Daawat Traditional Basmati
DAAWAT Traditional Basmati
DAAWAT Traditional Basmati The connoisseur?s choice, Daawat Traditional Basmati Rice, with its rich aroma, superb flavor, perfect form and white luster makes even steamed rice a delicious, aromatic work of art. Each grain is aged to perfection, reviving the splendour of royal, heritage cuisine. Available Packs
? ?
1 KG 5 KG
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Daawat Super Basmati Rice
DAAWAT Super Basmati Rice
DAAWAT Super Basmati Rice Every dish you create turns into a gourmet delight when you choose the rich flavor of Daawat Super. This versatile and long, fine grain rice has the perfect texture for a flavourful pulav, fried rice, everyday steamed rice or even a creamy kheer - all fit for a King. Available Packs
? ?
1 KG 5 KG
II. Health Conscious: Organic Rice(Eco Life)
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Ecolife : Organic Rice possesses the most natural freshness, colour, nutrients, and shelf life and has a greater taste. It provides a great choice to the health-conscious consumers in today?s chemical-contaminated food world. It is considered to be the best food for all section of people including babies due to its purity and freedom from all types of synthetic chemicals. Available Packs
?
1 KG
Daawat Brown Rice
Daawat Brown Rice
Daawat Brown Rice Daawat Brown Rice strengthens the body's immunity and provides 3 times more fiber content than white rice. It keeps your body energized for a longer period of time so you can avoid eating in between meals. Available Packs
?
1 KG
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? Consumer Range
Devaaya I. Devaaya:
Rozana Range
Heritage
Devaaya Basmati Rice
Devaay a Basmati Rice
Devaaya Basmati Rice Long grain Basmati Rice majorly available in Modern retail. Available Packs
? ? ?
1 KG 5 KG 25 KG
II. Rozana Range: During the process of rice milling the grain tends to break, these broken grains are separated and packed accordingly on the basis of their size. Although Rozana Gold is a head grain which has all the goodness of pure Basmati but is not long enough to make it to the premium category, all other variants are broken and thus named on the basis of the grain length.
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Rozana Gold Basmati Rice
Rozana Go ld Basmati Rice
Available Packs
? ?
1 KG 5 KG Rozana Basmati Rice Super 90
Rozana Basmati Rice Super 90
Available Packs
? ?
1 KG 5 KG
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Rozana Basmati Rice Gini 70
Rozana Basmati Rice Gin i 70
Available Packs
? ? ? ?
1 KG 5 KG 10 KG 25 KG Rozana Basmati Rice Mini 60
Rozana Basmati Rice M ini 60
Available Packs
? ? ?
5 KG 10 KG 25 KG
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Rozana Basmati Rice Tini 50
Rozana Basmati Rice Tin i 50
Available Packs
? ? ?
5 KG 10 KG 25 KG Rozana Basmati Rice Niki 40
Rozana BasmatiRice Niki 40
Available Packs
? ? ?
5 KG 10 KG 25 KG
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III. Heritage: Heritage Basmati Rice
Heritage Basmati Rice
Heritage Basmati Rice Long grain Basmati Rice for Mass Catering Available Packs
? ? ? ?
1 KG 5 KG 10 KG 25 KG
? Foods Service
Chef?s Secretz I. Chef?s Secretz: Loved by chefs the world over. Daawat Chefs' secretz is specially suited for good service industry. The grains can bear the extra heat and aggressive heating while cooking which results in repeat servings over a few days.
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Daawat Chef?s Secretz Basmati Rice Royal XXL Grains
DAAWAT Chef's Secretz Basmati Rice Roy al XXL Grains
DAAWAT Chef's Secretz Basmati Rice Royal XXL Grains Longest rice grain in the world, Best visual appeal, Non sticky Rice, Hygienically processed, Consistent quality; Ideal for: Biryanis Available Packs
?
10 KG Daawat Chef?s Secretz Basmati Rice Special XL Grains
DAAWAT Chef's Secretz Basmati Rice Special XL Grain s
DAAWAT Chef's Secretz Basmati Rice Special XL Grains Fine Dining Rice, Fluffy & nonsticky, Extra Long grain; ideal for: Pulaos, Steamed Rice. Available Packs
?
10 KG
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Daawat Chef?s Secretz Basmati Rice Popular L Grains
DAAWAT Chef's Secretz Basmati Rice Popular L Grains
DAAWAT Chef's Secretz Basmati Rice Popular L Grains Economical Rice, Long grain, Ideal for Flight catering & corporate kitchens; Best dishes: Jeera Rice, Fried rice, Tomato Rice. Available Packs
?
10 KG Daawat Chef?s Secretz Sella Basmati Rice Royal XXL Grains
DAAWAT Chef's Secretz Sella Basm ati Rice Roy al XXL Grains
DAAWAT Chef's Secretz Sella Basmati Rice Royal XXL Grains Ideal for double cooking, longest grain, and Minimum breakage; ideal For: Dum Pukht Biryani, Jeera Rice, Awadhi Biryani, Peas Pulao Available Packs
?
10 KG
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Daawat Chef?s Secretz Sella Basmati Rice Special XL Grains
DAAWAT Chef's Secretz Sella Basmati Rice Special XL Grains
DAAWAT Chef's Secretz Sella Basmati Rice Special XL Grains Hard Texture rice, Non sticky Rice, Consistent output, Extra Long grain; Ideal for: Rajma Rice, Choley Rice, Kadhi Chawal Available Packs
?
10 KG Daawat Chef?s Secretz Sella Basmati Rice Popular L Grains
DAAWAT Chef's Secretz Sella Basmati Rice Popular L Grains
DAAWAT Chef's Secretz Sella Basmati Rice Popular L Grains Economical, Product for mass catering, long grain; Ideal for: Chinese dishes Available Packs
?
10 KG
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Objective of the Research
? To understand the market share and demand of basmati rice. ? To create awareness about LT Foods products especially basmati rice. ? To know the grievances on Daawat basmati rice and other brands of LT Foods Ltd. ? To motivate different wholesale and managers of restaurants to buy Daawat basmati rice. ? To get the actual information about the competitors from different wholesale and from different restaurants. ? To know the barriers of LT Foods Ltd. in the area where the demands of LT Foods products are less. ? To know the brand equity of Daawat basmati rice.
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Scope of the Research
This project is vital to me in a significant way and this project does have some importance for marketing students and for the company too. There are as follows:
? This project will help the company to understand Odisha market and make strategies accordingly. ? The company can know the different price ranges of the products of competitors. ? The company can know the difficulties or problems relating to their products. ? This project report will show market demand of the company & information about the competitors. ? The project will reveal the potential market and the prospects for the products.
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Review of Literature
Basmati, the unique aromatic quality rice is a nature?s gift to Indian sub-continent. Epicureans acclaimed its delightful fragrance, taste and texture which makes it the best among the aromatic rices of the world. It is cultivated on the foot hills of the Himalayas and the whole ambience of the environment bestowing unique properties to this specialty rice. All festive occasions are complete only with Biryani or Pulao served tapping the inherent ambrosial properties of basmati. The farmers of Indian sub-continent have been growing the scented rices for centuries and ancient texts and treatises abound such references (Nene 1998) as well as about the rice diversity available in the country. Although immense aromatic rice diversity is existing in the country not all aromatic types are recognized as Basmati. Typically the delicately curved, long grained, highly aromatic rices which elongate and cook soft and fluffy were the ones which were categorized as Basmati and enjoy privileged treatment both in domestic and international markets generating three times higher price. In the export markets still the traditional tall basmati variety Taroari Basmati followed by Basmati 370 and Type 3 (Dehradun) have supremacy over other varieties due to their exclusive quality features. However, among evolved basmati varieties, Pusa Basmati 1121 due to its extra long slender grains along with Pusa Basmati 1 have carved a special niche in the international market. Rice Exports from India The steady increase in production, availability of buffer stocks and the growing demand for basmati rice in the international market made India an important rice exporting country of the world. In the year 2008-09 India exported 2.48 mt of rice earning very high foreign exchange to the tune of Rs.11164 crores. Of the several agro products exported from India, rice alone constituted 30.75% of foreign exchange in the year 2008-09 (Figure 1) and India is the fourth major exporter of rice after Thailand, Vietnam and USA. For a long time India was not a rice exporting country. The major production and productivity gains have enabled the country to attain self sufficiency in rice since mid 1980?s. Indian exporters entered into the world rice trade largely through the export of small quantities of highly priced basmati rice which was less than 5% in mid 1980?s. In fact, the global rice trade at that time was also low, only 4% which was 11.9 mt of the world rice production of 265.9 mt (on milled rice basis). The world rice trade quantum also doubled by 2001 to 27.9 mt and by 2008 to 29.0 mt of which India?s share
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is around 8.62% while in 2006-07 it was highest (19.8%). The quantum of total rice exports from India was mere 0.38 mt in 1987-88 which rose to 0.53 mt in 1990-91 and increased phenomenally to a record scale of 5.51 mt in 1995-96. It dropped to around 2 mt during 2001 and again rose to as high as 6.46 mt in 2007-08 which is a twelve times increase over the quantum India exported in 1990-91. Similarly the value too raised from Rs. 456 crores in 1992 to Rs. 11164 crores in 2008-09 which is a spectacular twenty four times increase in foreign exchange earnings (Table 2 and Figure 2). During the last 5 years India was within the first 5 rice exporting countries with Thailand consistently ranking first in world rice exports with 10.00 mt in 2008. The other major exporters include Vietnam (4.65 mt), USA (3.50 mt), India (3.30 mt), Pakistan (3.0 mt), China (0.95 mt), Uruguay (0.78 mt) and others (4.02 mt) (USDA 2008) (Figure 3). Major rice importing countries are Nigeria, Philippines, Iran, Saudi Arabia, Iraq, EU, South Africa, Malaysia, Bangladesh, Indonesia and The Ivory Coast.
Trend in Rice export from India
Figure 1
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Top Rice exporting Countries, 2008
Figure 2
Basmati Rice exports during 2003 to 2008
Figure 3
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Non Basmati Rice exports during 2002 to 2007
Figure 4
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Research Methodology Sampling Method:
Random Sampling
Research Type:
Descriptive
Data Type:
Primary Data & Secondary Data
Collection Tools:
Questionnaire
Sample Universe:
All the wholesale of Cuttack and all the restaurant of Puri are taken as sample universe.
Sample Size:
25 Wholesale Godowns in Cuttack and 27 Restaurants of Puri.
Sample Area:
Cuttack and Puri
Statistical Tools:
Table Diagram Pie Chart Bar & Column Diagram
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Data Analysis of Wholesale Outlet in CTC
Survey Report Card of Daawat Basmati Rice Name of the Town: Cuttack Name of the Name of the outlet Name & Contact no Company (Basmati rice) Anand 1.Salasar Bhandar Agarwal, Mob. 9861357675
Sunil Ku.
Brand using
If Daawat, why?
If not, why or grievances
Rate per kg in Rs. Needs
Hello Indica Indian aromatic Sun Star Ltd. rice Sella price is No comments No comts No comments
2.Patra traders
Patra,
Selling is LT Foods Ltd Orange good
high & shape of the rice is just big or fat
No comts
No comments
Mob. 9437008485
Sunil Ku.
Patra traders
Patra,
No LT Foods Ltd Heritage comts
No comments
Mob. 9437008485
Sunil Ku.
Patra traders
Patra,
No LT Foods Ltd Daawat comts
No comments
Mob. 9437008485
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Sunil Ku.
Patra traders
Patra,
Mob. 9437008485
48 Best Foods Ltd Best Shahi pakwan
No comments
Sunil Ku.
Hello Indica Indian aromatic Sun Star Ltd rice 58 No comments
Patra traders
Patra,
Mob. 9437008485
3. Jagadamba store
Jagabandhu
Sahoo, mob.
Shakti Bhog Foods Ltd. Premium Gold
65
No comments
9438366285
Jagadamba store
Jagabandhu
Sahoo, mob.
No Shakti Bhog Foods Ltd.
Gold 92
9438366285
comments
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Orange price is just higher than the product of Orange is Jagadamba store Jagabandhu
Sahoo, mob.
other company & sometimes the company is increasing the price level up to Rs 2to Rs3per kg. 46 No comments
very LT Foods Ltd. Orange popular & selling is good
9438366285
Jagadamba store
Jagabandhu
Sahoo, mob.
9438366285
Nature?s DD International Gift Aromatic Rice Small
53
No comments
4. Subha Laxmi Bhandar
Kamal Agarwal, mob. 9861430526 All local products
godown and scare of mice so that they don?t want to take risk. No comments
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5. Ashoka Trading
B. Agarwal DD International
Nature?s gift Khusboo
56
No comments
Ashoka Trading
B. Agarwal DD International
Nature?s Gift Rose
No
58
comments
Ashoka Trading
B. Agarwal DD International
Nature?s Gift Sella
No
40
comments
Ashoka Trading
B. Agarwal LT Foods Ltd Daawat
Selling is high
No comments
Ashoka Trading
B. Agarwal LT Foods Ltd Orange
No comments
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Ashoka Trading
B. Agarwal Kohinoor Foods Ltd. Trophy Gold
No
comts.
No comments
6. Madanlal Shyam
Mob. 9437017136 Kohinoor Foods Ltd. Charminar
No comments
No comments
sundar
Madanlal Shyam
Mob. 9437017136 Kohinoor Foods Ltd.
Nawab
No comments
No comments
sundar
7. Bhagabati Bhandar 8. Akhandala mani Store 9. Santoshi Maa Bhandar
Samir Nayak, mob. 9437135967 Prabhat Panda, mob.943716 775 Sanjay ku Panda
All local products
Not giving importance
No comments
All local products
Not giving importance
No comments
All local products
Not giving importance
No comments
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10. Maha laxmi Bhandar 11. Maa Bhandar
Dillip Sahoo, mob. 9937388107 Ashok ku Panda, mob. 9861324288
All local products
Not giving importance
No comments
All local products
Not giving importance Naa-
No comments
12. Mahaveer Bhandar
Dinesh Panda, mob. 9937963152 Kohinoor Foods Ltd.
Naawab (Deradoon) Football (Basmati)
40 to 43 Foot50 to 52 No comments
Mahaveer Bhandar
Dinesh Panda, mob. 9937963152 LT Foods Ltd Orange Dhirendra
Price & Selling is good
No comments
13. Laxmi Bhandar
Moharana, mob. 9437268277
All local products
Not giving importance Don?t know about product
No comments
14. Baba Dhama Traders
Govind Barik, mob. 9040684558
All local products
Want to see sample & price
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Good & 15. Bagha Mangala Store Smruti ranjan Sahoo, mob. 9937351052 LT Foods Ltd All Brands Reputed brand and good selling also No one has 16. Bhagwan Bhandar Surendra Sahoo, mob. 9238596684 All local products been convinced them to get the product 17. Shyam Trading co. Omm Prakash Agarwal ,, Godown problem Due to fluctuation in 18. Hindustan Traders Abit, mob. 9937045510 Best Foods Ltd Basmati Premium price. Sometimes price is falling & rising. 94 No comments Want to see sample & price Want to see sample & price No comments
Hindustan Traders
Abit, mob. 9937045510
62
No Best Foods Ltd comments Basmati Super Premium
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Hindustan Traders
Abit, mob. 9937045510 Best Foods Ltd Basmati Special
55
No comments
Hindustan Traders
Abit, mob. 9937045510
40
No Best Foods Ltd comments Best Shahi pakwan Company?s terms & conditions are not supporting
Hindustan Traders
Abit, mob. 9937045510 DD International Nature?s Gift Aromatic Rice
them like the company wants cash as advance before providing the products.
No comts
No comments
Hindustan Traders
Abit, mob. 9937045510 DD International
Nature?s Gift Rose
Less variety
No comts
No comments
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Not Hindustan Traders Abit, mob. 9937045510 DD International Nature?s Gift Daily Meal providing in reasonable price. No comts No comments
Hindustan Traders
Abit, mob. 9937045510 DD International
Nature?s Gift Khusboo
No comts
No comts
Hindustan Traders
Abit, mob. 9937045510 Rain Drops
No comments
No comts
No comments
They don?t know about Rabindra 19.Bhagyal axmi Store nath Dikhit, Mob. 9040536255 DD International
Nature?s Gift Khusboo
They want to see the No comts sample of the product & price and to order the product.
the product and no one distributor of Daawat has been convinced them.
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They want 20.Maruti Bhandar (Dal godown) Babunath chinmaya Debata, Mob. 9937750952 Don?t have Basmati rice of any company Don?t have Basmati rice Raju Bhai of any company They are not selling any Basmati rice Before they were selling 22. Jayadurga trading & co. Bijaya ku. Singh, Mob. 8984703413 Don?t have Basmati rice of any company the Daawat rice but due to rise in price they did not kept any daawat?s product. They know Bijaya ku. Panda, Mob. 9861121125 Don?t have Basmati rice of any company about the product but are not giving importance to procure If the Dealer will show the sample & price them then they can order. If the Dealer will show the sample & price them then they can order. They are selling only Dal. to see the sample of the product & price and to order the product. 21. Narayani Store They want small size Basmati rice
23.M/S Durga Store
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They were buying Daawat Bimal ku. 24.Baba Baidyanath Store Sahoo, Mob. 8093806145 9776868747 Best Foods Ltd Basmati Special basmati from BBSR distributor but now the distributor has been wind up the business. Bimal ku. Baba Baidyanath Store Sahoo, Mob. 8093806145 9776868747 Bimal ku. Baba Baidyanath Store Sahoo, Mob. 8093806145 9776868747 25.Maa Bagha Mangala Bhandar
Table 1
If the Dealer will show the sample 190 & price them then they can order.
180
Best Foods Ltd
Basmati Super Premium
90
Best Foods Ltd
Best Shahi pakwan Working
Biswaranjan Sahoo Mob. 9937726393 LT Foods Ltd All Brands
for last 3 years.
No comts
No comments
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Market Analysis of Cuttack by using the Table No. 1
14 12 10 8 6 4 2 0 6 4 3 3 2
13
1
1
No. of Outlets selling Basmati Rice
Figure 5
Results:
? The brands of LT foods are available in 6 no. of outlet. ? The brands of DD International are available in 4 no. of outlet. ? The brands of Best Foods Ltd. are available in 3 no. of outlet. ? The brands of Kohinoor Foods Ltd. are available in 3 no. of outlet. ? The brands of Sun Star Ltd. are available in 2 no. of outlet. ? The brands of Shakti Bhog are available in 1 no. of outlet. ? The brands of Rain Drops are available in 1 no. of outlet. ? The brands of Local companies (not Basmati rice) are available in 14 no. of outlet.
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Interpretation
From the above diagram it is clear that the local company?s products (not basmati) have been kept by more wholesale. Among the Basmati rice companies, the LT Foods Ltd. is selling more products in Cuttack market and it has a great demand in the market. Basically the brand Daawat, Orange, Apple, Devvaya etc. has more demand in this market. Thus, the brand equity of LT Foods Ltd. is also good in this market. But from 25 wholesale outlets, there are only 6 wholesale outlet are selling LT Foods products and it is because of high price of Daawat basmati rice and other difficulties as mentioned in the above table.DD International, Best Foods Ltd, Kohinoor have also good market share. To compete in this market the company should focus on other wholesale outlets those are selling only local company?s products.
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Analysis through Pie Chart
Market Demand or Market Share of LT Foods Ltd. In different godown of Cuttack
Local co.(not Basmati) 40%
LT Foods Ltd. 18% DD International 12% Best Foods Ltd. 9%
Rain Drops 3% Shakti Bhog 3%
Sun Star Ltd 6%
Kohinoor Foods Ltd. 9%
Figure 6
Results:
? The brands of LT Foods Ltd. available in the wholesale outlets are 18% ? The brands of DD Interntional available in the wholesale outlets are 12% ? The brands of Best Foods Ltd. available in the wholesale outlets are 9% ? The brands of Kohinoor Foods Ltd. available in the wholesale outlets are 9% ? The brands of Sun Star Ltd. available in the wholesale outlets are 6% ? The brands of Shakti Bhog available in the wholesale outlets are 3% ? The brands of Rain Drops available in the wholesale outlets are 3% ? The brands of Local companies(not basmati) available in the wholesale outlets are 40%
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Interpretation:
To know the market demand, I have prepared a pie chart by taking all the data which I had collected through a small market survey and through this pie chart we can clarify the data very clearly. Basically, this pie chart will reveal a real picture of market demand of different wholesale outlet in Cuttack and someone will get understand easily. Aggressively, we had visited 25 wholesale outlets in Cuttack and got different views but this chart basically based on market demand. If we will compare the entire outlet with one another then we will see that the products of LT Foods Ltd are sold by more wholesale outlet. The main competitors of LT Foods are DD International, Best Foods, Kohinoor and Hello. Kohinoor and Hello are in the same position in the Cuttack market. Now, Shakti bhog and Rain Drops are the new competitors for the LT Foods Ltd. To survive from this cut throat competition in the market the company should focus on other wholesale outlet those are selling only local company?s product or not selling basmati rice. Basically the company should focus on fixing prices, which means the price should be reasonable in Odisha market.
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Table Representation of all Brands using in Wholesale Outlet
Sun Star Ltd.
Name of the Wholesale Outlet Salsar Bhandar Patra Traders
Table 2
Using Brands Hello Indica Indian Aromatic Rice ,,
LT Foods Ltd.
Name of the Wholesale Outlet Patra Traders Jagadamba Store Ashoka Trading Mahaveer Bhandar Bagha Mangala Store
Table 3
Using Brands Orange, Heritage, Daawat Orange Daawat, Orange Orange All Brands (Daawat, Oange, Apple, Heritage, Sella etc.)
Best Foods Ltd.
Name of the Wholesale Outlet Patra Traders Hindustan Traders Using Brands Best Shahi Pakwan Best Premium, Best Special, Best Super Premium, Best Shahi Pakwan Baba Baidyanath Store
Table 4
Best Special, Best Super Premium, Best Shahi Pakwan
Shakti Bhog
Name of the Wholesale Outlet Jagadamba Store
Table 5
Using Brands Premium Gold, Gold
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DD International
Name of the Wholesale Outlet Jagadamba Store Ashoka Trading Hindustan Traders Using Brands Nature?s Gift Aromatic Rice Nature?s Gift (Khusboo, Rose, Sella) Nature?s Gift (Aromatic Rice, Rose, Daily Meal, Khusboo) Bhagya Laxmi Store
Table 6
Nature?s Gift Khusboo
Kohinoor Foods Ltd.
Name of the Wholesale Outlet Ashoka Trading Madanlal Shyamsundar Mahaveer Bhandar
Table 7
Using Brands Trophy Gold Charminar, Nawab Nawwab, Football
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Local Company (Not Basmati Rice)
Name of the Wholesale Outlet
Subha Laxmi Bhandar Bhagabati Bhandar Akhandalamani Store Maha Laxmi Bhandar Maa Bhandar Laxmi Bhandar Baba Dhama Traders Bhagwan Bhandar Shyama Trading & Co. Narayani Store Jaya Durga Trading & Co. M/S Durga Store
Table 8
Using Brands No Comments ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,,
Rain Drops
Name of the Wholesale Outlet
Hindustan Traders
Table 9
Using Brands No Comments
N.B: The Above tables include all the brand names of different company.
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Analysis of all Brands by using table 2, 3….9
Local Brands (Not Basmati) Football Nawab Charminar Trophy Gold Nature's Gift Daily Meal Nature's Gift Sella Nature's Gift Rose Nature's Gift Khusboo Nature's Gift Aromatic Rice Gold Premium Gold Best Special Best Super Premium Best Premium Best Shahi Pakwan Apple Daawat Heritage Orange Hello Indica Aromatic Rice 0 2 2 4 6 8 10 12 2 5 1 3 1 1 2 2 2 3 2 1 1 1 1 2 3 1 2
13
14
No. of Wholesale Outlet Selling the mentioned Brands
Figure 7
Results:
? 2 no. of wholesale outlet are selling Hello Indica Aromatic Rice. ? 5 no. of wholesale outlet are selling Orange Rice. ? 2 no. of wholesale outlet are selling Heritage Basmati Rice. ? 3 no. of wholesale outlet are selling Daawat Basmati Rice.
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? 1 no. of wholesale outlet is selling Apple Basmati Rice. ? 3 no. of wholesale outlet are selling Best Shahi Pakwan. ? 2 no. wholesale outlets are selling Best Premium. ? 2 no. wholesale outlets are selling Best Super Premium. ? 2 no. wholesale outlets are selling Best Special. ? 1 no. of wholesale outlet is selling Premium Gold. ? 1 no. of wholesale outlet is selling Gold. ? 2 no. of wholesale outlet are selling Nature?s Gift Aromatic Rice. ? 3 no. of wholesale outlet are selling Nature?s Gift Khusboo. ? 2 no. of wholesale outlet are selling Nature?s Gift Rose. ? 1 no. wholesale outlet is selling Nature?s Gift Sella. ? 1 no. of wholesale outlet is selling Nature?s Gift Daily Meal. ? 1 no. of wholesale outlet is selling Trophy Gold. ? 1 no. of wholesale outlet is selling Charminar. ? 2 no. of wholesale outlet are selling Nawab. ? 1 no. of wholesale outlet is selling Football. ? 13 no. of wholesale outlet are selling Local Brands (not basmati).
Interpretation:
From the above diagram it is clear that local brands are selling more in the market. Orange basmati rice is selling more amid all the brands because of its price & quality. Then Nature?s Gift Khusboo is selling more and I have seen that Nature?s Gift has a great demand in the CTC market. Similarly, Daawat is selling more and the brand equity & brand visibility of Daawat and Apple basmati rice is also good in this market. Best Shahi Pakwan has also more demand as mentioned in the above diagram. Then other brands has also demand as mentioned in the diagram.
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Table Representation on Opinions of all Outlet to know the Brand Awareness
Name of the Wholesale Outlet Opinion about the Brands of LT Foods Ltd. (Know or Don?t know) Salsar Bhandar Patra Traders Jagadamba Store Subhalaxmi Bhandar Ashoka Trading Madanlal Shyamsundar Bhagabati Bhandar Akhandala Mani Store Santoshi Maa Bhandar Maha laxmi Bhandar Maa Bhandar Mahaveer Bhandar Laxmi Bhandar Bagha Mangala Store Shyam Trading & Co. Hindustan Traders Jaya Durga Trading & Co. M/s Durga Store Baba Baidyanath Store Maa Bagha Mangala Bhandar Baba Dhama Traders Bhagwan Bhandar Bhagya Laxmi Store Maruti Bhandar Narayani Store
Table 10
Know about the brands of LT Foods ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, Don?t know the products of LT Foods ,, ,, ,, ,,
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Interpretation:
From the above table I found that 20% of wholesale outlets don?t know about the products of LT Foods Ltd. But more 60% wholesale outlets know about the products. So, most of the wholesale outlets aware about the LT Foods Ltd?s products.
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Data Analysis of Hotels & Restaurants in Puri
Survey Report Card of Daawat Basmati Rice Name of the Town: Puri Name of the hotel Or Restaurant 1.Deep Resorts Ashok ku Mohapatra, mob. 9937611321, Email: deepresort_p [email protected] om 2.New Parijat Restaurant at Hotel Basu New Parijat Restaurant at Hotel Basu Near sea beach, Puri, Mob. 9861176703 Kohinoor Foods Ltd. Trophy Royale Near sea beach, Puri, Mob. 9861176703 DD International Don?t know about the products. No Want to Nature?s Gift (Khusboo) Don?t know about the products. No Want to DD International Nature?s Gift (Khusboo) Name & contact no. Name of the company(Basm ati Rice) Brand using If daawat, If not, Why? Why? Or, Grievances No one has aware them about the products of LT Foods. 62 Want to see sample & price Rate per kg. Needs
comnts. see sample & price
comnts. see sample & price
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3.Hotel Sonar Tori
Gopal Ballav Road, Mob. 9861317420 Mail:hotelso nartori.puri@ gmail.com DD International
Nature?s Gift (Khusboo)
Don?t know about the products.
60
Want to see sample & price
4.Hotel Pushpa
Gopal Ballav Road, Mob. 9556609676, 9938009737
I
Don?t know about the products.
No cmnts.
Want to see sample & price
India Gate KRBL Ltd. Super No comments No comments No cmnts. Want to see sample & price
5.Hotel Greenery
Sea Beach, Ph.232199, 232788
No comments
6.Hotel Sea Lord
Gopal Ballav Road, Mob. 9861313148, 9861621848, 9861218183
No comments
No comments
No comments
No cmnts.
Want to see sample & price
7.Hotel Niladri Puri
New marine drive road, Swargadwar, ph. 230799
No comments
No comments
No comments
No cmnts.
Want to see sample & price
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8.Hotel Shakuntala
Sea Beach, ph.233378, 233379, mob. 9238687026
No comments
No comments
No comments
No cmnts.
Want to see sample & price
9.Hotel Sitara
Gopal Ballav Road, ph. 229441
No comments
No comments
No comments
No cmnts.
Want to see sample & price
10.Hotel Kamala Residency
Sea Beach, Mr.Ajoy ku Mondal, Mob. 9433172171/ 9556987664
No comments
No comments
No comments
No cmnts.
Want to see sample & price
11.Gokul Restaurant
Sumanta ku Das, Mob.890836 1018, Badasankha, Grand Road
Chandak Industries
Officer?s choice
Don?t know about the product
50
Want to see sample & price
12. Mahodadhi
Harekrushna Mohanty, mob. 9090093466, Sea Beach Kohinoor Foods Ltd. Charminar
Don?t know about the product
74
Want to see sample & price.
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13.Ruchira
Durga Das Roy, mob. 9861068411, 9438305028 DD International Nature?s Gift (Khusboo)
Before they were using Daawat but due to high price they stopped purchasing. Don?t know about the product Kohinoor Charminar
55
Now they want to see the sample & price of Orange & Apple.
14.Hotel Sea Gull
Bhaskar Swain, ph.223618/ 222966
75
Want to see sample & price of LT Food?s brands.
Hotel Sea Gull
Bhaskar Swain, ph.223618/ 222966 Falcon
Don?t know about the product
65
Want to see sample & price of LT Food?s brands.
15.Masir Hotel
Deepak Bhuiyan, mob. 9040077774 DD International Nature?s Gift (Khusboo)
No one has aware them about the product
65
Want to see sample & price of LT Food?s brands.
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16.Bidesh Ghar Hotel
Swarga Dwar,Puri Ph.223143/ 222144 DD International Nature?s Gift (khusboo)
No one has aware them about the product
60
Want to see sample & price of LT Food?s brands.
17.Tero Parban Restaurant
Santosh Mondal, mob. 9583224330 Sun Star Hello Jahanpanah (Aromatic Rice)
No one has aware them about the product
72
Want to see sample & price of LT Food?s brands.
18.Ghare Baire Restaurant
Mob. 7873155117
No one has aware them about the product KRBL Ltd India Gate Dubar
65
Want to see sample & price of LT Food?s brands.
19.Mama Bhagne Restaurant
Mob. 9692047397, 8984001994, 7381359620, 7735688872 DD International Nature?s gift (Classic)
No one has aware them about the product
No
Want to
comnts. see sample & price of LT Food?s brands.
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Mama Bhagne Restaurant
Mob. 9692047397, 8984001994, 7381359620, 7735688872 KRBL Ltd. India Gate Dubar
No one has aware them about the product
No
Want to
comnts. see sample & price of LT Food?s brands.
20.Hotel Konark
Ph.231480, mob. 9230541800/ 9038000305 KRBL Ltd. India Gate Rozzana
No one has aware them about the product
65
Want to see sample & price of LT Food?s brands.
21.Dolphin Restaurant
Bikash Roy, mob. 8093667780 DD International Nature?s Gift (Khusboo)
No one has aware them about the product
46
Want to see sample & price of LT Food?s brands.
22. Camellia
Biswajit Mohapatra, mob. 9438047776 LT Foods Ltd.
Daawat, Orange, Apple
Quality is good
No comnts.
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23.Suv
Prasana
Nature?s Gift (khusboo) DD International
Before they were using Daawat Basmati Rice but due to rise in price they stopped to buy.
No
Want to
Palace Hotel Acharya, mob. 8984772778
comnts. see sample & price of LT Food?s brands.
24.Hotel Prabhupada
Prakash Pradhan, Mob. 9583002955 KRBL Ltd. Necklace Premium Rice
High price
54
Want to see sample & price of LT Food?s brands.
25.Hotel Puri Beach
Dillip Nayak, Mob. 9777798199 DD International Nature?s Gift (Khusboo)
As compared to Daawat, Nature?s Gift Khusboo quality is good & price is less.
58
Want to see sample & price of orange
26.Hotel Niladri
Near Swargadwar, ph.230799/ 231996, mob. 9937039392 LT Foods Ltd.
Apple
Quality of Apple is good.
Price of Daawat is high.
No comnts.
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27.Hotel Heaven
Chhabi Sahoo, ph.225151/ 223410 DD International Nature?s Gift khusboo
Don?t know about product
No
Want to
comnts. see sample & price.
Table 11
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Market Analysis of Puri by using table 11
12 10 8 6 4 2 0 2
11
5 3 0 1 0 0 1
No. of Restaurants using Basmati Rice
Figure 8
Results:
? 2 no. of restaurant are using the brands of LT Foods Ltd. ? 11 no. of restaurant are using the brands of DD International. ? No any restaurant is using the brands of Best Foods Ltd. ? 3 no. of restaurants are using the brands of Kohinoor Foods Ltd. ? 1 no. of restaurant is using the brands of Sun Star Ltd. ? No any restaurant is using the brands Shakti Bhog. ? No any restaurant is using the brands of Rain Drops. ? 1 no. of restaurant is using the brands of Chandak Industry. ? 5 no. of restaurant is using the brands of KRBL Ltd.
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Interpretation:
Form the above diagram I found that most of the restaurants are using the brands of DD International because of its reasonable price, good quality and more awareness. Similarly, the brands of KRBL Ltd. and then the brands Kohinoor Foods Ltd. have also demand in this market. But the brands of LT Foods Ltd. are using in only 2 restaurants because of its less distributors and less awareness. Most of the restaurants don?t know about the products or brands of LT Foods Ltd.
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Analysis through Pie Chart
Demand of LT Foods Ltd. in Hotels & Restaurants
LT Foods Ltd. 9%
Chandak Industry Shakti Bhog 4% 0% Sun Star Ltd. 4%
Rain Drops 0%
KRBL Ltd. 22%
Kohinoor Foods Ltd. 13%
DD International 48%
Best Foods Ltd. 0%
Figure 9
Results:
? The brands of LT Foods Ltd. available in the restaurants are 9% ? The brands of DD Interntional available in the restaurants are 48% ? The brands of Best Foods Ltd. available in the restaurants are 0% ? The brands of Kohinoor Foods Ltd. available in the restaurants are 13% ? The brands of Sun Star Ltd. available in the restaurants are 4% ? The brands of Shakti Bhog available in the restaurants are 0% ? The brands of Rain Drops available in the restaurants are 0% ? The brands of Chandak Industry available in the restaurants are 4% ? The brands of KRBL Ltd. available in the restaurants are 22%
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Interpretation:
To find out the percentage and to clarify the more clearly I have prepared the above pie chart which is showing the percentage of all company using in different restaurants.
Table Representation of all Brands using in Restaurants
DD International
Name of the Hotel or Restaurant Deep Resorts New Parijat Restaurant Hotel Sonar Tori Ruchira Masir Hotel Bidesh Ghar Hotel Dolphin Restaurant Suv Palace Hotel Hotel Puri Beach Hotel Heaven Mama Bhagne Restaurant
Table 12
Using Brands Nature?s Gift Khusboo ,, ,, ,, ,, ,, ,, ,, ,, ,, Nature?s Gift Classic
Kohinoor Foods Ltd.
Name of the Hotel or Restaurant New Parijat Restaurant Mahodadhi Hotel Sea Gull
Table 13
Using Brands Trophy Royale Charminar Charminar, Falcon
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KRBL Ltd.
Name of the Hotel or Restaurant Hotel Pushpa Ghara Baire Restaurant Mama Bhagne Restaurant Hotel Konark Hotel Prabhupada
Table 14
Using Brands India Gate Super India Gate Dubar ,, India Gate Rozzana Necklace Premium Rice
Chandak Industries
Name of the Hotel or Restaurant Gokul Restaurant
Table 15
Using Brands Officer?s Choice
Sun Star Ltd.
Name of the Hotel or Restaurant Tero Parban Restaurant
Table 16
Using Brands Hello Jahanpanah
LT Foods Ltd.
Name of the Hotel or Restaurant Camellia Hotel Niladri
Table 17
Using Brands Daawat, Orange, Apple Apple
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Analysis of all Brands by using table 12, 13……..17
Apple Orange Daawat Hello Jahanpanah Officer's Choice Necklace Premium India Gate Rozzana India Gate Dubar India Gate Super Falcon Charminar Trophy Royale Nature's Gift Classic Nature's Gift Khusboo 0 2 4 6 8 10 1 1 10 12 1 1 2 1 1 1 1 1 1 2 2
No. of Restaurant purchasing the mentioned Brands
Figure 10
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Results:
? 10 no. of restaurant are using Nature?s Gift Khusboo. ? 1 no. of restaurant is using Nature?s Gift Classic. ? 1 no. of restaurant is using Trophy Royale. ? 2 no. of restaurant are using Charminar. ? 1 no. of restaurant is using Falcon. ? 1 no. restaurant is using India Gate Super. ? 2 no. of restaurant are using India Gate Dubar. ? 1 no. of restaurant is using India Gate Rozzana. ? 1 no. of restaurant is using Necklace Premium. ? 1 no. of restaurant is using Officer?s Choice. ? 1 no. of restaurant is using Hello Jahanpanah. ? 1 no. of restaurant is using Daawat. ? 1 no. of restaurant is using Orange. ? 2 no. of restaurant are using Apple.
Interpretation:
From the above diagram it is clear that most of the restaurants are using Nature?s Gift Khusboo, because it has efficient distributors and more awareness in the Puri market. As compared to Daawat basmati rice, the Nature?s Gift Khusboo is preferable in terms of quality and price as said by managers of some restaurant. Thus, DD International is playing a main role in the Puri market.
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Table Representation on Opinions of all Restaurants to know the Brand Awareness
Name of the Hotel or Restaurant
Opinion about the Brands of LT Foods Ltd. ( Know or Don?t know ) Don?t know about the brands of LT Foods Ltd. ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, Know about the brands of LT Foods Ltd. ,, ,, ,, ,, ,,
Deep Resorts New Parijat Restaurant Hotel Sonar Tori Hotel Pushpa Gokul Restaurant Mahodadhi Hotel Sea Gull Masir Hotel Bidesh Ghar Hotel Tero Parban Restaurant Ghare Baire Restaurant Mama Bhagne Restaurant Hotel Konark Dolphin Restaurant Hotel Heaven Ruchira Camellia Suv Palace Hotel Hotel Prabhupada Hotel Puri Beach Hotel Niladri
Table 18
Interpretation:
Most of the restaurant doesn?t know about the brands of LT Foods Ltd. so that its market share is low in the Puri market and it is also clear that the brand awareness of LT Foods Ltd. is very less in this market.
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Conclusion
The LT Foods Ltd. is a FMCG company which is selling basmati rice in all over the world. I completed this project under this company and came to know about the products, brands, competitors etc. of LT Foods Ltd. This project report will show the real market scenario of CTC and Puri and through this project we can know about the overall rice industry. This project report will be very helpful for the company to know the market condition of two important town of Odisha. Basically, the following companies are running their business in Cuttack and Puri. ? ? ? ? ? ? ? ?
LT Foods Ltd. Sun Star Ltd. Best Foods Ltd. Shakti Bhog DD International Kohinoor Foods Ltd. Rain Drops KRBL Ltd.
Every company is competing with each other in the market and to face this competition the company has to focus on efficient distributors to sell its brands in the market. The company should fix reasonable price with good quality according to the market condition.
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Limitations of the Project
? ? ? ?
It was difficult to get the actual price of the competitors because the distributors of other companies are not disclosing the actual price. In this project we can?t do the price comparison because of its false price. This project can?t be applied in all over Odisha for making strategies. It can be only applied in Cuttack & Puri. Lastly, it is not possible to get the information from every wholesale outlets and restaurants.
Recommendations
? ? ? ? ?
First of all, I would like to recommend that the company should focus on the distributors those are selling only local products to increase the market share of Cuttack. The company should fix the price as per the market demand. The company should create more awareness in the Puri market because most of the restaurants don?t know about the products or brands of LT Foods Ltd. The company should focus more on the efficient distributors of Puri to sell the brands because there are very less distributor in Puri. The company should do more advertisement through different Medias like Internet or TV in Odisha for more awareness.
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Annexure
Questionnaire Bibliography
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Questionnaire
Respected Sir/Madam, I am a student, pursuing PGDM from Innovation The Business School, Khurda. I am doing a project on “Rice Industry Analysis”. I request you to cooperate in my research study by kindly filling up the following questionnaire. ?Name of the Wholesale outlet……………………………… ?Address…………………………. ?Name of the Hotel & Restaurant………………………… ?Address………………………… ?Name of the Basmati rice company using…………………………. ?Name of the Brand using………………………… ?Rate per kg. ………………………… ?If Daawat, Why………………………… ?If not, Why…………………………… ?Grievances relating to product or price…………………………….. ?Needs…………………………….
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Bibliography
Websites:
www.ltoverseas.com www.bestfoodgroup.com www.ddrice.com www.sunstaroverseas.com www.kohinoorfoods.in www.krblrice.com www.rkmp.co.in
doc_743693832.docx
This project will let you know about the demand of LT Fodds Basmati rice in Odisha market and its competitors.
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TABLE OF CONTENTS
Sl. No. Contents Page Number
1 2 3 4 5
Introduction Industry / Company Overview Objectives Scope of the Research Review of Literature / Theoretical Background (Theoretical Framework)
2 3-19 20 21 22-25
6 7 8 9 10 11 12
Research Methodology Data Analysis , Results and Interpretation Conclusions Limitations of the Project Recommendations Annexure Bibliography
26 27-64 65 66 66 67-68 69
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LIST OF FIGURES & GRAPHS
Sl. No.
Figure & Table Number
Figure Name
Page Number
1 2 3 4 5 6 7
Figure no.1 Figure no.2 Figure no.3 Figure no.4
Trend in Rice export from India Top rice exporting countries,2008 Basmati exports during 2003-08
23 24 24
Non basmati rice exports during 2002- 25 07
Table no.1
Data analysis of wholesale outlet in 27-37 Cuttack
Figure no.5
Market analysis of Cuttack by using 38 table no.1
Figure no.6
Analysis through pie chart (market 40 demand of LT Foods in different godown)
8 9 10 11 12 12
Figure no.7
Analysis of all brands by using table no 47 2…..9
Table no.11
Data analysis of hotels & restaurants in 49-56 Puri
Figure no.8
Market analysis of Puri by using table 57 no.11
Figure no.9
Analysis through pie chart (Demand of 59 LT Foods in hotels & restaurants)
Figure no.10
Analysis of all brands by using table no 62 12……17
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INTRODUCTION
This project has been done to know the real scenario of the market. So it is a basic market survey which has been completed under the LT Foods Ltd. The LT Foods Ltd. is producing different type of basmati rice and selling it to more than 50 countries. Basically this project report describes the demand of the basmati rice in the market, how the competitors are selling their products easily in the market and the future of the basmati rice in different restaurants.
In this project the main aim is to gain knowledge about different types of basmati rice, to know about the competitors for identifying the actual demand and to know the company which is playing a vital role in the market.
The Basmati rice has a greatest demand in the world market because of it aromatic smell. It is a variety of long grain rice, famous for its fragrance and delicate flavor. Its name means “Queen of Fragrance” in Hindi.
Basmati rice has been cultivated in the Indian subcontinent for hundreds of years. The Himalayan foothills are said to produce the best basmati. The Indian subcontinent, which includes Basmati growing areas in the states of Uttarakhand, Punjab, Haryana, Uttar Pradesh, adjoining areas of Jammu, Kashmir, Himachal Pradesh and Delhi.
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Company Overview
Company Profile
With a core vision of maximizing customer?s delight through value expansion, LT Foods Limited stands strong as the leading processor and exporters of packaged basmati rice in the country. The company is a dynamic and diversified agribusiness and foods company dealing into varied businesses such as Organic Foods, Grain Storage, Staple Foods and Healthy snacks market. In the year 1990, Mr. Vijay Kumar Arora founded LT Foods, formerly known as LT Overseas. Right from the beginning, Mr. Arora aimed at growing this organization into a global enterprise by offering highest quality and scrumptious food products to their customers located all over the world. The company is largely known for its high standards in hygiene, quality and healthy food products. LT Foods has a strong global network in more than 50 countries across the globe in major markets like USA, UK, Germany, France, Spain, Middle East, South Africa, Mauritius and Australia. Headquartered in Gurgaon, LT Foods employ around 900 employees in India and abroad. With net sales of Rs 1281cr in FY?11, it has robust plans to expand its businesses internationally. The company?s flagship brand „Dawaat? launched in 1980?s is now recognized as the leading brand in the industry. The company has a strong nationwide distribution network in the domestic market that sells products such as branded rice, wheat and pulses, healthy snacks, spices and other value-added products like brown flex seeds and cashew nuts. Initially the company started as a privately held business but in 2006 it got listed in BSE and eventually it has become a professionally managed entity. The company took Ernst and Young on board, which further helped in taking major strategic initiatives. The company has experts
4|Page
with industry acumen on their advisory board who give meaningful insights and recommendations to LT Foods. The advisory Board and main Board has some of the prominent executives from the corporate world like, Mr.Rajesh Srivastava, CMD, Rabo Equity Advisors, Mr.K.N.Memani, Former CMD, E&Y India, Ms.Radha Singh, Former Secretary of Agriculture, GOI, Mr.J.C. Sharma, Former Secretary Ministry of External Affairs, Sunil Alagh, Former CEO, Britannia, Mr.Abhiram Seth, Former Executive Director, Exports& External Affairs, Pepsico India Holdings (Pvt.) Ltd, Mr.S.C Gupta, Ex. Chairman, Punjab National Bank and Mr.Pramod Bhagat, Lawyer. The company has also hired some of the country?s leading business process consultants, who have improved the operations and reduced their cost significantly. To enhance its market position, the company has always strived to bring new food products like fast cooking brown rice, and various rice based snacks for its consumers. For backend support, the company has set up a flour mill in Bhopal with an expandable capacity of 300 tonne a month. It has also set up a re-packaging center (RPC) at Khalapur near Panvel in Maharastra. The company has got many recognitions and accolades for its high quality standards developed in-house. The largest plant of the company situated at Bahalgarh has received ISO 14000 certification by SGS. On the other hand, the company?s Bhopal plant is ISO 22000-2005 certified for “Paddy receiving, processing, packing and dispatch of Rice” by SGS, UK.
Mission
To deliver value to the customer, be profitable and establish leadership in core markets. The company strives towards diversification and expansion of the product portfolio. To command top of mind recall with the customer by ensuring effective brand promotion strategies. Invest in research & development activities so that the company can deliver ever better products and always stay ahead. Focus on increasing global footprint by venturing into newer markets and at the same time forge fruitful alliances with entities operating within the same plane.
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Values
Ownership: Trust Dedication & commitment by empowering resource. Accountability and responsibility to the people & respect for all.
Passion for Excellence: Perseverance & endurance with no compromise to remain best in class.
Customer Centricity: Offering superior customer experience through safe and high quality products and provide value for money.
Business Ethics: Sincerity and honesty in delivering the best by being honest & transparent in our processes.
Innovation: Improving continuously by experimenting with new ideas for superior product and process.
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Company Promoters
Mr. Vijay Kumar Arora, Mr. Ashwani Kumar Mr. Surinder Chairman & Managing Arora, Joint Managing Kumar Arora, Director (Sitting) Director (Middle) Joint Managing Director (Left)
Mr. Ashok Kumar Arora President-Punjab Operations (Right)
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Product Range
Premium Range Consumer Range Food Service
? Premium Range
Specialist Range I. Specialist Range:
Health Conscious
The connoisseur?s choice, Daawat Traditional Basmati Rice, with its rich aroma, superb flavor, perfect form and white luster makes even steamed rice a delicious, aromatic work of art. Each grain is aged to perfection, reviving the splendour of royal, heritage cuisine. Daawat Biriyani Basmati Rice:
DAAWAT Biry ani Basmati Rice
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DAAWAT Biryani Basmati Rice The signature of an authentic Biryani is the length of the grain. Every grain of Daawat Biryani Basmati Rice elongates to 16-18mm when cooked. The perfect choice for a celebration, it makes a sumptuous Biryani. Guaranteed to earn you many compliments. Available Packs
? ?
1 KG 5 KG Daawat Pulav Basmati Rice
DAAWAT Pulav Basmati Rice
DAAWAT Pulav Basmati Rice When the centerpiece is a pulav, the grains need to be slender and lustrous. Daawat Pulav Basmati Rice enhances the perfect pulav. The delicious taste, slender grains and pure white appearance make every dish a masterpiece: from simple peas pulav to exotic recipes. Available Packs
? ?
1 KG 5 KG
9|Page
Daawat Traditional Basmati
DAAWAT Traditional Basmati
DAAWAT Traditional Basmati The connoisseur?s choice, Daawat Traditional Basmati Rice, with its rich aroma, superb flavor, perfect form and white luster makes even steamed rice a delicious, aromatic work of art. Each grain is aged to perfection, reviving the splendour of royal, heritage cuisine. Available Packs
? ?
1 KG 5 KG
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Daawat Super Basmati Rice
DAAWAT Super Basmati Rice
DAAWAT Super Basmati Rice Every dish you create turns into a gourmet delight when you choose the rich flavor of Daawat Super. This versatile and long, fine grain rice has the perfect texture for a flavourful pulav, fried rice, everyday steamed rice or even a creamy kheer - all fit for a King. Available Packs
? ?
1 KG 5 KG
II. Health Conscious: Organic Rice(Eco Life)
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Ecolife : Organic Rice possesses the most natural freshness, colour, nutrients, and shelf life and has a greater taste. It provides a great choice to the health-conscious consumers in today?s chemical-contaminated food world. It is considered to be the best food for all section of people including babies due to its purity and freedom from all types of synthetic chemicals. Available Packs
?
1 KG
Daawat Brown Rice
Daawat Brown Rice
Daawat Brown Rice Daawat Brown Rice strengthens the body's immunity and provides 3 times more fiber content than white rice. It keeps your body energized for a longer period of time so you can avoid eating in between meals. Available Packs
?
1 KG
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? Consumer Range
Devaaya I. Devaaya:
Rozana Range
Heritage
Devaaya Basmati Rice
Devaay a Basmati Rice
Devaaya Basmati Rice Long grain Basmati Rice majorly available in Modern retail. Available Packs
? ? ?
1 KG 5 KG 25 KG
II. Rozana Range: During the process of rice milling the grain tends to break, these broken grains are separated and packed accordingly on the basis of their size. Although Rozana Gold is a head grain which has all the goodness of pure Basmati but is not long enough to make it to the premium category, all other variants are broken and thus named on the basis of the grain length.
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Rozana Gold Basmati Rice
Rozana Go ld Basmati Rice
Available Packs
? ?
1 KG 5 KG Rozana Basmati Rice Super 90
Rozana Basmati Rice Super 90
Available Packs
? ?
1 KG 5 KG
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Rozana Basmati Rice Gini 70
Rozana Basmati Rice Gin i 70
Available Packs
? ? ? ?
1 KG 5 KG 10 KG 25 KG Rozana Basmati Rice Mini 60
Rozana Basmati Rice M ini 60
Available Packs
? ? ?
5 KG 10 KG 25 KG
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Rozana Basmati Rice Tini 50
Rozana Basmati Rice Tin i 50
Available Packs
? ? ?
5 KG 10 KG 25 KG Rozana Basmati Rice Niki 40
Rozana BasmatiRice Niki 40
Available Packs
? ? ?
5 KG 10 KG 25 KG
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III. Heritage: Heritage Basmati Rice
Heritage Basmati Rice
Heritage Basmati Rice Long grain Basmati Rice for Mass Catering Available Packs
? ? ? ?
1 KG 5 KG 10 KG 25 KG
? Foods Service
Chef?s Secretz I. Chef?s Secretz: Loved by chefs the world over. Daawat Chefs' secretz is specially suited for good service industry. The grains can bear the extra heat and aggressive heating while cooking which results in repeat servings over a few days.
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Daawat Chef?s Secretz Basmati Rice Royal XXL Grains
DAAWAT Chef's Secretz Basmati Rice Roy al XXL Grains
DAAWAT Chef's Secretz Basmati Rice Royal XXL Grains Longest rice grain in the world, Best visual appeal, Non sticky Rice, Hygienically processed, Consistent quality; Ideal for: Biryanis Available Packs
?
10 KG Daawat Chef?s Secretz Basmati Rice Special XL Grains
DAAWAT Chef's Secretz Basmati Rice Special XL Grain s
DAAWAT Chef's Secretz Basmati Rice Special XL Grains Fine Dining Rice, Fluffy & nonsticky, Extra Long grain; ideal for: Pulaos, Steamed Rice. Available Packs
?
10 KG
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Daawat Chef?s Secretz Basmati Rice Popular L Grains
DAAWAT Chef's Secretz Basmati Rice Popular L Grains
DAAWAT Chef's Secretz Basmati Rice Popular L Grains Economical Rice, Long grain, Ideal for Flight catering & corporate kitchens; Best dishes: Jeera Rice, Fried rice, Tomato Rice. Available Packs
?
10 KG Daawat Chef?s Secretz Sella Basmati Rice Royal XXL Grains
DAAWAT Chef's Secretz Sella Basm ati Rice Roy al XXL Grains
DAAWAT Chef's Secretz Sella Basmati Rice Royal XXL Grains Ideal for double cooking, longest grain, and Minimum breakage; ideal For: Dum Pukht Biryani, Jeera Rice, Awadhi Biryani, Peas Pulao Available Packs
?
10 KG
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Daawat Chef?s Secretz Sella Basmati Rice Special XL Grains
DAAWAT Chef's Secretz Sella Basmati Rice Special XL Grains
DAAWAT Chef's Secretz Sella Basmati Rice Special XL Grains Hard Texture rice, Non sticky Rice, Consistent output, Extra Long grain; Ideal for: Rajma Rice, Choley Rice, Kadhi Chawal Available Packs
?
10 KG Daawat Chef?s Secretz Sella Basmati Rice Popular L Grains
DAAWAT Chef's Secretz Sella Basmati Rice Popular L Grains
DAAWAT Chef's Secretz Sella Basmati Rice Popular L Grains Economical, Product for mass catering, long grain; Ideal for: Chinese dishes Available Packs
?
10 KG
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Objective of the Research
? To understand the market share and demand of basmati rice. ? To create awareness about LT Foods products especially basmati rice. ? To know the grievances on Daawat basmati rice and other brands of LT Foods Ltd. ? To motivate different wholesale and managers of restaurants to buy Daawat basmati rice. ? To get the actual information about the competitors from different wholesale and from different restaurants. ? To know the barriers of LT Foods Ltd. in the area where the demands of LT Foods products are less. ? To know the brand equity of Daawat basmati rice.
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Scope of the Research
This project is vital to me in a significant way and this project does have some importance for marketing students and for the company too. There are as follows:
? This project will help the company to understand Odisha market and make strategies accordingly. ? The company can know the different price ranges of the products of competitors. ? The company can know the difficulties or problems relating to their products. ? This project report will show market demand of the company & information about the competitors. ? The project will reveal the potential market and the prospects for the products.
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Review of Literature
Basmati, the unique aromatic quality rice is a nature?s gift to Indian sub-continent. Epicureans acclaimed its delightful fragrance, taste and texture which makes it the best among the aromatic rices of the world. It is cultivated on the foot hills of the Himalayas and the whole ambience of the environment bestowing unique properties to this specialty rice. All festive occasions are complete only with Biryani or Pulao served tapping the inherent ambrosial properties of basmati. The farmers of Indian sub-continent have been growing the scented rices for centuries and ancient texts and treatises abound such references (Nene 1998) as well as about the rice diversity available in the country. Although immense aromatic rice diversity is existing in the country not all aromatic types are recognized as Basmati. Typically the delicately curved, long grained, highly aromatic rices which elongate and cook soft and fluffy were the ones which were categorized as Basmati and enjoy privileged treatment both in domestic and international markets generating three times higher price. In the export markets still the traditional tall basmati variety Taroari Basmati followed by Basmati 370 and Type 3 (Dehradun) have supremacy over other varieties due to their exclusive quality features. However, among evolved basmati varieties, Pusa Basmati 1121 due to its extra long slender grains along with Pusa Basmati 1 have carved a special niche in the international market. Rice Exports from India The steady increase in production, availability of buffer stocks and the growing demand for basmati rice in the international market made India an important rice exporting country of the world. In the year 2008-09 India exported 2.48 mt of rice earning very high foreign exchange to the tune of Rs.11164 crores. Of the several agro products exported from India, rice alone constituted 30.75% of foreign exchange in the year 2008-09 (Figure 1) and India is the fourth major exporter of rice after Thailand, Vietnam and USA. For a long time India was not a rice exporting country. The major production and productivity gains have enabled the country to attain self sufficiency in rice since mid 1980?s. Indian exporters entered into the world rice trade largely through the export of small quantities of highly priced basmati rice which was less than 5% in mid 1980?s. In fact, the global rice trade at that time was also low, only 4% which was 11.9 mt of the world rice production of 265.9 mt (on milled rice basis). The world rice trade quantum also doubled by 2001 to 27.9 mt and by 2008 to 29.0 mt of which India?s share
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is around 8.62% while in 2006-07 it was highest (19.8%). The quantum of total rice exports from India was mere 0.38 mt in 1987-88 which rose to 0.53 mt in 1990-91 and increased phenomenally to a record scale of 5.51 mt in 1995-96. It dropped to around 2 mt during 2001 and again rose to as high as 6.46 mt in 2007-08 which is a twelve times increase over the quantum India exported in 1990-91. Similarly the value too raised from Rs. 456 crores in 1992 to Rs. 11164 crores in 2008-09 which is a spectacular twenty four times increase in foreign exchange earnings (Table 2 and Figure 2). During the last 5 years India was within the first 5 rice exporting countries with Thailand consistently ranking first in world rice exports with 10.00 mt in 2008. The other major exporters include Vietnam (4.65 mt), USA (3.50 mt), India (3.30 mt), Pakistan (3.0 mt), China (0.95 mt), Uruguay (0.78 mt) and others (4.02 mt) (USDA 2008) (Figure 3). Major rice importing countries are Nigeria, Philippines, Iran, Saudi Arabia, Iraq, EU, South Africa, Malaysia, Bangladesh, Indonesia and The Ivory Coast.
Trend in Rice export from India
Figure 1
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Top Rice exporting Countries, 2008
Figure 2
Basmati Rice exports during 2003 to 2008
Figure 3
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Non Basmati Rice exports during 2002 to 2007
Figure 4
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Research Methodology Sampling Method:
Random Sampling
Research Type:
Descriptive
Data Type:
Primary Data & Secondary Data
Collection Tools:
Questionnaire
Sample Universe:
All the wholesale of Cuttack and all the restaurant of Puri are taken as sample universe.
Sample Size:
25 Wholesale Godowns in Cuttack and 27 Restaurants of Puri.
Sample Area:
Cuttack and Puri
Statistical Tools:
Table Diagram Pie Chart Bar & Column Diagram
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Data Analysis of Wholesale Outlet in CTC
Survey Report Card of Daawat Basmati Rice Name of the Town: Cuttack Name of the Name of the outlet Name & Contact no Company (Basmati rice) Anand 1.Salasar Bhandar Agarwal, Mob. 9861357675
Sunil Ku.
Brand using
If Daawat, why?
If not, why or grievances
Rate per kg in Rs. Needs
Hello Indica Indian aromatic Sun Star Ltd. rice Sella price is No comments No comts No comments
2.Patra traders
Patra,
Selling is LT Foods Ltd Orange good
high & shape of the rice is just big or fat
No comts
No comments
Mob. 9437008485
Sunil Ku.
Patra traders
Patra,
No LT Foods Ltd Heritage comts
No comments
Mob. 9437008485
Sunil Ku.
Patra traders
Patra,
No LT Foods Ltd Daawat comts
No comments
Mob. 9437008485
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Sunil Ku.
Patra traders
Patra,
Mob. 9437008485
48 Best Foods Ltd Best Shahi pakwan
No comments
Sunil Ku.
Hello Indica Indian aromatic Sun Star Ltd rice 58 No comments
Patra traders
Patra,
Mob. 9437008485
3. Jagadamba store
Jagabandhu
Sahoo, mob.
Shakti Bhog Foods Ltd. Premium Gold
65
No comments
9438366285
Jagadamba store
Jagabandhu
Sahoo, mob.
No Shakti Bhog Foods Ltd.
Gold 92
9438366285
comments
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Orange price is just higher than the product of Orange is Jagadamba store Jagabandhu
Sahoo, mob.
other company & sometimes the company is increasing the price level up to Rs 2to Rs3per kg. 46 No comments
very LT Foods Ltd. Orange popular & selling is good
9438366285
Jagadamba store
Jagabandhu
Sahoo, mob.
9438366285
Nature?s DD International Gift Aromatic Rice Small
53
No comments
4. Subha Laxmi Bhandar
Kamal Agarwal, mob. 9861430526 All local products
godown and scare of mice so that they don?t want to take risk. No comments
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5. Ashoka Trading
B. Agarwal DD International
Nature?s gift Khusboo
56
No comments
Ashoka Trading
B. Agarwal DD International
Nature?s Gift Rose
No
58
comments
Ashoka Trading
B. Agarwal DD International
Nature?s Gift Sella
No
40
comments
Ashoka Trading
B. Agarwal LT Foods Ltd Daawat
Selling is high
No comments
Ashoka Trading
B. Agarwal LT Foods Ltd Orange
No comments
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Ashoka Trading
B. Agarwal Kohinoor Foods Ltd. Trophy Gold
No
comts.
No comments
6. Madanlal Shyam
Mob. 9437017136 Kohinoor Foods Ltd. Charminar
No comments
No comments
sundar
Madanlal Shyam
Mob. 9437017136 Kohinoor Foods Ltd.
Nawab
No comments
No comments
sundar
7. Bhagabati Bhandar 8. Akhandala mani Store 9. Santoshi Maa Bhandar
Samir Nayak, mob. 9437135967 Prabhat Panda, mob.943716 775 Sanjay ku Panda
All local products
Not giving importance
No comments
All local products
Not giving importance
No comments
All local products
Not giving importance
No comments
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10. Maha laxmi Bhandar 11. Maa Bhandar
Dillip Sahoo, mob. 9937388107 Ashok ku Panda, mob. 9861324288
All local products
Not giving importance
No comments
All local products
Not giving importance Naa-
No comments
12. Mahaveer Bhandar
Dinesh Panda, mob. 9937963152 Kohinoor Foods Ltd.
Naawab (Deradoon) Football (Basmati)
40 to 43 Foot50 to 52 No comments
Mahaveer Bhandar
Dinesh Panda, mob. 9937963152 LT Foods Ltd Orange Dhirendra
Price & Selling is good
No comments
13. Laxmi Bhandar
Moharana, mob. 9437268277
All local products
Not giving importance Don?t know about product
No comments
14. Baba Dhama Traders
Govind Barik, mob. 9040684558
All local products
Want to see sample & price
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Good & 15. Bagha Mangala Store Smruti ranjan Sahoo, mob. 9937351052 LT Foods Ltd All Brands Reputed brand and good selling also No one has 16. Bhagwan Bhandar Surendra Sahoo, mob. 9238596684 All local products been convinced them to get the product 17. Shyam Trading co. Omm Prakash Agarwal ,, Godown problem Due to fluctuation in 18. Hindustan Traders Abit, mob. 9937045510 Best Foods Ltd Basmati Premium price. Sometimes price is falling & rising. 94 No comments Want to see sample & price Want to see sample & price No comments
Hindustan Traders
Abit, mob. 9937045510
62
No Best Foods Ltd comments Basmati Super Premium
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Hindustan Traders
Abit, mob. 9937045510 Best Foods Ltd Basmati Special
55
No comments
Hindustan Traders
Abit, mob. 9937045510
40
No Best Foods Ltd comments Best Shahi pakwan Company?s terms & conditions are not supporting
Hindustan Traders
Abit, mob. 9937045510 DD International Nature?s Gift Aromatic Rice
them like the company wants cash as advance before providing the products.
No comts
No comments
Hindustan Traders
Abit, mob. 9937045510 DD International
Nature?s Gift Rose
Less variety
No comts
No comments
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Not Hindustan Traders Abit, mob. 9937045510 DD International Nature?s Gift Daily Meal providing in reasonable price. No comts No comments
Hindustan Traders
Abit, mob. 9937045510 DD International
Nature?s Gift Khusboo
No comts
No comts
Hindustan Traders
Abit, mob. 9937045510 Rain Drops
No comments
No comts
No comments
They don?t know about Rabindra 19.Bhagyal axmi Store nath Dikhit, Mob. 9040536255 DD International
Nature?s Gift Khusboo
They want to see the No comts sample of the product & price and to order the product.
the product and no one distributor of Daawat has been convinced them.
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They want 20.Maruti Bhandar (Dal godown) Babunath chinmaya Debata, Mob. 9937750952 Don?t have Basmati rice of any company Don?t have Basmati rice Raju Bhai of any company They are not selling any Basmati rice Before they were selling 22. Jayadurga trading & co. Bijaya ku. Singh, Mob. 8984703413 Don?t have Basmati rice of any company the Daawat rice but due to rise in price they did not kept any daawat?s product. They know Bijaya ku. Panda, Mob. 9861121125 Don?t have Basmati rice of any company about the product but are not giving importance to procure If the Dealer will show the sample & price them then they can order. If the Dealer will show the sample & price them then they can order. They are selling only Dal. to see the sample of the product & price and to order the product. 21. Narayani Store They want small size Basmati rice
23.M/S Durga Store
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They were buying Daawat Bimal ku. 24.Baba Baidyanath Store Sahoo, Mob. 8093806145 9776868747 Best Foods Ltd Basmati Special basmati from BBSR distributor but now the distributor has been wind up the business. Bimal ku. Baba Baidyanath Store Sahoo, Mob. 8093806145 9776868747 Bimal ku. Baba Baidyanath Store Sahoo, Mob. 8093806145 9776868747 25.Maa Bagha Mangala Bhandar
Table 1
If the Dealer will show the sample 190 & price them then they can order.
180
Best Foods Ltd
Basmati Super Premium
90
Best Foods Ltd
Best Shahi pakwan Working
Biswaranjan Sahoo Mob. 9937726393 LT Foods Ltd All Brands
for last 3 years.
No comts
No comments
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Market Analysis of Cuttack by using the Table No. 1
14 12 10 8 6 4 2 0 6 4 3 3 2
13
1
1
No. of Outlets selling Basmati Rice
Figure 5
Results:
? The brands of LT foods are available in 6 no. of outlet. ? The brands of DD International are available in 4 no. of outlet. ? The brands of Best Foods Ltd. are available in 3 no. of outlet. ? The brands of Kohinoor Foods Ltd. are available in 3 no. of outlet. ? The brands of Sun Star Ltd. are available in 2 no. of outlet. ? The brands of Shakti Bhog are available in 1 no. of outlet. ? The brands of Rain Drops are available in 1 no. of outlet. ? The brands of Local companies (not Basmati rice) are available in 14 no. of outlet.
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Interpretation
From the above diagram it is clear that the local company?s products (not basmati) have been kept by more wholesale. Among the Basmati rice companies, the LT Foods Ltd. is selling more products in Cuttack market and it has a great demand in the market. Basically the brand Daawat, Orange, Apple, Devvaya etc. has more demand in this market. Thus, the brand equity of LT Foods Ltd. is also good in this market. But from 25 wholesale outlets, there are only 6 wholesale outlet are selling LT Foods products and it is because of high price of Daawat basmati rice and other difficulties as mentioned in the above table.DD International, Best Foods Ltd, Kohinoor have also good market share. To compete in this market the company should focus on other wholesale outlets those are selling only local company?s products.
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Analysis through Pie Chart
Market Demand or Market Share of LT Foods Ltd. In different godown of Cuttack
Local co.(not Basmati) 40%
LT Foods Ltd. 18% DD International 12% Best Foods Ltd. 9%
Rain Drops 3% Shakti Bhog 3%
Sun Star Ltd 6%
Kohinoor Foods Ltd. 9%
Figure 6
Results:
? The brands of LT Foods Ltd. available in the wholesale outlets are 18% ? The brands of DD Interntional available in the wholesale outlets are 12% ? The brands of Best Foods Ltd. available in the wholesale outlets are 9% ? The brands of Kohinoor Foods Ltd. available in the wholesale outlets are 9% ? The brands of Sun Star Ltd. available in the wholesale outlets are 6% ? The brands of Shakti Bhog available in the wholesale outlets are 3% ? The brands of Rain Drops available in the wholesale outlets are 3% ? The brands of Local companies(not basmati) available in the wholesale outlets are 40%
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Interpretation:
To know the market demand, I have prepared a pie chart by taking all the data which I had collected through a small market survey and through this pie chart we can clarify the data very clearly. Basically, this pie chart will reveal a real picture of market demand of different wholesale outlet in Cuttack and someone will get understand easily. Aggressively, we had visited 25 wholesale outlets in Cuttack and got different views but this chart basically based on market demand. If we will compare the entire outlet with one another then we will see that the products of LT Foods Ltd are sold by more wholesale outlet. The main competitors of LT Foods are DD International, Best Foods, Kohinoor and Hello. Kohinoor and Hello are in the same position in the Cuttack market. Now, Shakti bhog and Rain Drops are the new competitors for the LT Foods Ltd. To survive from this cut throat competition in the market the company should focus on other wholesale outlet those are selling only local company?s product or not selling basmati rice. Basically the company should focus on fixing prices, which means the price should be reasonable in Odisha market.
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Table Representation of all Brands using in Wholesale Outlet
Sun Star Ltd.
Name of the Wholesale Outlet Salsar Bhandar Patra Traders
Table 2
Using Brands Hello Indica Indian Aromatic Rice ,,
LT Foods Ltd.
Name of the Wholesale Outlet Patra Traders Jagadamba Store Ashoka Trading Mahaveer Bhandar Bagha Mangala Store
Table 3
Using Brands Orange, Heritage, Daawat Orange Daawat, Orange Orange All Brands (Daawat, Oange, Apple, Heritage, Sella etc.)
Best Foods Ltd.
Name of the Wholesale Outlet Patra Traders Hindustan Traders Using Brands Best Shahi Pakwan Best Premium, Best Special, Best Super Premium, Best Shahi Pakwan Baba Baidyanath Store
Table 4
Best Special, Best Super Premium, Best Shahi Pakwan
Shakti Bhog
Name of the Wholesale Outlet Jagadamba Store
Table 5
Using Brands Premium Gold, Gold
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DD International
Name of the Wholesale Outlet Jagadamba Store Ashoka Trading Hindustan Traders Using Brands Nature?s Gift Aromatic Rice Nature?s Gift (Khusboo, Rose, Sella) Nature?s Gift (Aromatic Rice, Rose, Daily Meal, Khusboo) Bhagya Laxmi Store
Table 6
Nature?s Gift Khusboo
Kohinoor Foods Ltd.
Name of the Wholesale Outlet Ashoka Trading Madanlal Shyamsundar Mahaveer Bhandar
Table 7
Using Brands Trophy Gold Charminar, Nawab Nawwab, Football
44 | P a g e
Local Company (Not Basmati Rice)
Name of the Wholesale Outlet
Subha Laxmi Bhandar Bhagabati Bhandar Akhandalamani Store Maha Laxmi Bhandar Maa Bhandar Laxmi Bhandar Baba Dhama Traders Bhagwan Bhandar Shyama Trading & Co. Narayani Store Jaya Durga Trading & Co. M/S Durga Store
Table 8
Using Brands No Comments ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,,
Rain Drops
Name of the Wholesale Outlet
Hindustan Traders
Table 9
Using Brands No Comments
N.B: The Above tables include all the brand names of different company.
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Analysis of all Brands by using table 2, 3….9
Local Brands (Not Basmati) Football Nawab Charminar Trophy Gold Nature's Gift Daily Meal Nature's Gift Sella Nature's Gift Rose Nature's Gift Khusboo Nature's Gift Aromatic Rice Gold Premium Gold Best Special Best Super Premium Best Premium Best Shahi Pakwan Apple Daawat Heritage Orange Hello Indica Aromatic Rice 0 2 2 4 6 8 10 12 2 5 1 3 1 1 2 2 2 3 2 1 1 1 1 2 3 1 2
13
14
No. of Wholesale Outlet Selling the mentioned Brands
Figure 7
Results:
? 2 no. of wholesale outlet are selling Hello Indica Aromatic Rice. ? 5 no. of wholesale outlet are selling Orange Rice. ? 2 no. of wholesale outlet are selling Heritage Basmati Rice. ? 3 no. of wholesale outlet are selling Daawat Basmati Rice.
46 | P a g e
? 1 no. of wholesale outlet is selling Apple Basmati Rice. ? 3 no. of wholesale outlet are selling Best Shahi Pakwan. ? 2 no. wholesale outlets are selling Best Premium. ? 2 no. wholesale outlets are selling Best Super Premium. ? 2 no. wholesale outlets are selling Best Special. ? 1 no. of wholesale outlet is selling Premium Gold. ? 1 no. of wholesale outlet is selling Gold. ? 2 no. of wholesale outlet are selling Nature?s Gift Aromatic Rice. ? 3 no. of wholesale outlet are selling Nature?s Gift Khusboo. ? 2 no. of wholesale outlet are selling Nature?s Gift Rose. ? 1 no. wholesale outlet is selling Nature?s Gift Sella. ? 1 no. of wholesale outlet is selling Nature?s Gift Daily Meal. ? 1 no. of wholesale outlet is selling Trophy Gold. ? 1 no. of wholesale outlet is selling Charminar. ? 2 no. of wholesale outlet are selling Nawab. ? 1 no. of wholesale outlet is selling Football. ? 13 no. of wholesale outlet are selling Local Brands (not basmati).
Interpretation:
From the above diagram it is clear that local brands are selling more in the market. Orange basmati rice is selling more amid all the brands because of its price & quality. Then Nature?s Gift Khusboo is selling more and I have seen that Nature?s Gift has a great demand in the CTC market. Similarly, Daawat is selling more and the brand equity & brand visibility of Daawat and Apple basmati rice is also good in this market. Best Shahi Pakwan has also more demand as mentioned in the above diagram. Then other brands has also demand as mentioned in the diagram.
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Table Representation on Opinions of all Outlet to know the Brand Awareness
Name of the Wholesale Outlet Opinion about the Brands of LT Foods Ltd. (Know or Don?t know) Salsar Bhandar Patra Traders Jagadamba Store Subhalaxmi Bhandar Ashoka Trading Madanlal Shyamsundar Bhagabati Bhandar Akhandala Mani Store Santoshi Maa Bhandar Maha laxmi Bhandar Maa Bhandar Mahaveer Bhandar Laxmi Bhandar Bagha Mangala Store Shyam Trading & Co. Hindustan Traders Jaya Durga Trading & Co. M/s Durga Store Baba Baidyanath Store Maa Bagha Mangala Bhandar Baba Dhama Traders Bhagwan Bhandar Bhagya Laxmi Store Maruti Bhandar Narayani Store
Table 10
Know about the brands of LT Foods ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, Don?t know the products of LT Foods ,, ,, ,, ,,
48 | P a g e
Interpretation:
From the above table I found that 20% of wholesale outlets don?t know about the products of LT Foods Ltd. But more 60% wholesale outlets know about the products. So, most of the wholesale outlets aware about the LT Foods Ltd?s products.
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Data Analysis of Hotels & Restaurants in Puri
Survey Report Card of Daawat Basmati Rice Name of the Town: Puri Name of the hotel Or Restaurant 1.Deep Resorts Ashok ku Mohapatra, mob. 9937611321, Email: deepresort_p [email protected] om 2.New Parijat Restaurant at Hotel Basu New Parijat Restaurant at Hotel Basu Near sea beach, Puri, Mob. 9861176703 Kohinoor Foods Ltd. Trophy Royale Near sea beach, Puri, Mob. 9861176703 DD International Don?t know about the products. No Want to Nature?s Gift (Khusboo) Don?t know about the products. No Want to DD International Nature?s Gift (Khusboo) Name & contact no. Name of the company(Basm ati Rice) Brand using If daawat, If not, Why? Why? Or, Grievances No one has aware them about the products of LT Foods. 62 Want to see sample & price Rate per kg. Needs
comnts. see sample & price
comnts. see sample & price
50 | P a g e
3.Hotel Sonar Tori
Gopal Ballav Road, Mob. 9861317420 Mail:hotelso nartori.puri@ gmail.com DD International
Nature?s Gift (Khusboo)
Don?t know about the products.
60
Want to see sample & price
4.Hotel Pushpa
Gopal Ballav Road, Mob. 9556609676, 9938009737
I
Don?t know about the products.
No cmnts.
Want to see sample & price
India Gate KRBL Ltd. Super No comments No comments No cmnts. Want to see sample & price
5.Hotel Greenery
Sea Beach, Ph.232199, 232788
No comments
6.Hotel Sea Lord
Gopal Ballav Road, Mob. 9861313148, 9861621848, 9861218183
No comments
No comments
No comments
No cmnts.
Want to see sample & price
7.Hotel Niladri Puri
New marine drive road, Swargadwar, ph. 230799
No comments
No comments
No comments
No cmnts.
Want to see sample & price
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8.Hotel Shakuntala
Sea Beach, ph.233378, 233379, mob. 9238687026
No comments
No comments
No comments
No cmnts.
Want to see sample & price
9.Hotel Sitara
Gopal Ballav Road, ph. 229441
No comments
No comments
No comments
No cmnts.
Want to see sample & price
10.Hotel Kamala Residency
Sea Beach, Mr.Ajoy ku Mondal, Mob. 9433172171/ 9556987664
No comments
No comments
No comments
No cmnts.
Want to see sample & price
11.Gokul Restaurant
Sumanta ku Das, Mob.890836 1018, Badasankha, Grand Road
Chandak Industries
Officer?s choice
Don?t know about the product
50
Want to see sample & price
12. Mahodadhi
Harekrushna Mohanty, mob. 9090093466, Sea Beach Kohinoor Foods Ltd. Charminar
Don?t know about the product
74
Want to see sample & price.
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13.Ruchira
Durga Das Roy, mob. 9861068411, 9438305028 DD International Nature?s Gift (Khusboo)
Before they were using Daawat but due to high price they stopped purchasing. Don?t know about the product Kohinoor Charminar
55
Now they want to see the sample & price of Orange & Apple.
14.Hotel Sea Gull
Bhaskar Swain, ph.223618/ 222966
75
Want to see sample & price of LT Food?s brands.
Hotel Sea Gull
Bhaskar Swain, ph.223618/ 222966 Falcon
Don?t know about the product
65
Want to see sample & price of LT Food?s brands.
15.Masir Hotel
Deepak Bhuiyan, mob. 9040077774 DD International Nature?s Gift (Khusboo)
No one has aware them about the product
65
Want to see sample & price of LT Food?s brands.
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16.Bidesh Ghar Hotel
Swarga Dwar,Puri Ph.223143/ 222144 DD International Nature?s Gift (khusboo)
No one has aware them about the product
60
Want to see sample & price of LT Food?s brands.
17.Tero Parban Restaurant
Santosh Mondal, mob. 9583224330 Sun Star Hello Jahanpanah (Aromatic Rice)
No one has aware them about the product
72
Want to see sample & price of LT Food?s brands.
18.Ghare Baire Restaurant
Mob. 7873155117
No one has aware them about the product KRBL Ltd India Gate Dubar
65
Want to see sample & price of LT Food?s brands.
19.Mama Bhagne Restaurant
Mob. 9692047397, 8984001994, 7381359620, 7735688872 DD International Nature?s gift (Classic)
No one has aware them about the product
No
Want to
comnts. see sample & price of LT Food?s brands.
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Mama Bhagne Restaurant
Mob. 9692047397, 8984001994, 7381359620, 7735688872 KRBL Ltd. India Gate Dubar
No one has aware them about the product
No
Want to
comnts. see sample & price of LT Food?s brands.
20.Hotel Konark
Ph.231480, mob. 9230541800/ 9038000305 KRBL Ltd. India Gate Rozzana
No one has aware them about the product
65
Want to see sample & price of LT Food?s brands.
21.Dolphin Restaurant
Bikash Roy, mob. 8093667780 DD International Nature?s Gift (Khusboo)
No one has aware them about the product
46
Want to see sample & price of LT Food?s brands.
22. Camellia
Biswajit Mohapatra, mob. 9438047776 LT Foods Ltd.
Daawat, Orange, Apple
Quality is good
No comnts.
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23.Suv
Prasana
Nature?s Gift (khusboo) DD International
Before they were using Daawat Basmati Rice but due to rise in price they stopped to buy.
No
Want to
Palace Hotel Acharya, mob. 8984772778
comnts. see sample & price of LT Food?s brands.
24.Hotel Prabhupada
Prakash Pradhan, Mob. 9583002955 KRBL Ltd. Necklace Premium Rice
High price
54
Want to see sample & price of LT Food?s brands.
25.Hotel Puri Beach
Dillip Nayak, Mob. 9777798199 DD International Nature?s Gift (Khusboo)
As compared to Daawat, Nature?s Gift Khusboo quality is good & price is less.
58
Want to see sample & price of orange
26.Hotel Niladri
Near Swargadwar, ph.230799/ 231996, mob. 9937039392 LT Foods Ltd.
Apple
Quality of Apple is good.
Price of Daawat is high.
No comnts.
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27.Hotel Heaven
Chhabi Sahoo, ph.225151/ 223410 DD International Nature?s Gift khusboo
Don?t know about product
No
Want to
comnts. see sample & price.
Table 11
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Market Analysis of Puri by using table 11
12 10 8 6 4 2 0 2
11
5 3 0 1 0 0 1
No. of Restaurants using Basmati Rice
Figure 8
Results:
? 2 no. of restaurant are using the brands of LT Foods Ltd. ? 11 no. of restaurant are using the brands of DD International. ? No any restaurant is using the brands of Best Foods Ltd. ? 3 no. of restaurants are using the brands of Kohinoor Foods Ltd. ? 1 no. of restaurant is using the brands of Sun Star Ltd. ? No any restaurant is using the brands Shakti Bhog. ? No any restaurant is using the brands of Rain Drops. ? 1 no. of restaurant is using the brands of Chandak Industry. ? 5 no. of restaurant is using the brands of KRBL Ltd.
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Interpretation:
Form the above diagram I found that most of the restaurants are using the brands of DD International because of its reasonable price, good quality and more awareness. Similarly, the brands of KRBL Ltd. and then the brands Kohinoor Foods Ltd. have also demand in this market. But the brands of LT Foods Ltd. are using in only 2 restaurants because of its less distributors and less awareness. Most of the restaurants don?t know about the products or brands of LT Foods Ltd.
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Analysis through Pie Chart
Demand of LT Foods Ltd. in Hotels & Restaurants
LT Foods Ltd. 9%
Chandak Industry Shakti Bhog 4% 0% Sun Star Ltd. 4%
Rain Drops 0%
KRBL Ltd. 22%
Kohinoor Foods Ltd. 13%
DD International 48%
Best Foods Ltd. 0%
Figure 9
Results:
? The brands of LT Foods Ltd. available in the restaurants are 9% ? The brands of DD Interntional available in the restaurants are 48% ? The brands of Best Foods Ltd. available in the restaurants are 0% ? The brands of Kohinoor Foods Ltd. available in the restaurants are 13% ? The brands of Sun Star Ltd. available in the restaurants are 4% ? The brands of Shakti Bhog available in the restaurants are 0% ? The brands of Rain Drops available in the restaurants are 0% ? The brands of Chandak Industry available in the restaurants are 4% ? The brands of KRBL Ltd. available in the restaurants are 22%
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Interpretation:
To find out the percentage and to clarify the more clearly I have prepared the above pie chart which is showing the percentage of all company using in different restaurants.
Table Representation of all Brands using in Restaurants
DD International
Name of the Hotel or Restaurant Deep Resorts New Parijat Restaurant Hotel Sonar Tori Ruchira Masir Hotel Bidesh Ghar Hotel Dolphin Restaurant Suv Palace Hotel Hotel Puri Beach Hotel Heaven Mama Bhagne Restaurant
Table 12
Using Brands Nature?s Gift Khusboo ,, ,, ,, ,, ,, ,, ,, ,, ,, Nature?s Gift Classic
Kohinoor Foods Ltd.
Name of the Hotel or Restaurant New Parijat Restaurant Mahodadhi Hotel Sea Gull
Table 13
Using Brands Trophy Royale Charminar Charminar, Falcon
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KRBL Ltd.
Name of the Hotel or Restaurant Hotel Pushpa Ghara Baire Restaurant Mama Bhagne Restaurant Hotel Konark Hotel Prabhupada
Table 14
Using Brands India Gate Super India Gate Dubar ,, India Gate Rozzana Necklace Premium Rice
Chandak Industries
Name of the Hotel or Restaurant Gokul Restaurant
Table 15
Using Brands Officer?s Choice
Sun Star Ltd.
Name of the Hotel or Restaurant Tero Parban Restaurant
Table 16
Using Brands Hello Jahanpanah
LT Foods Ltd.
Name of the Hotel or Restaurant Camellia Hotel Niladri
Table 17
Using Brands Daawat, Orange, Apple Apple
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Analysis of all Brands by using table 12, 13……..17
Apple Orange Daawat Hello Jahanpanah Officer's Choice Necklace Premium India Gate Rozzana India Gate Dubar India Gate Super Falcon Charminar Trophy Royale Nature's Gift Classic Nature's Gift Khusboo 0 2 4 6 8 10 1 1 10 12 1 1 2 1 1 1 1 1 1 2 2
No. of Restaurant purchasing the mentioned Brands
Figure 10
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Results:
? 10 no. of restaurant are using Nature?s Gift Khusboo. ? 1 no. of restaurant is using Nature?s Gift Classic. ? 1 no. of restaurant is using Trophy Royale. ? 2 no. of restaurant are using Charminar. ? 1 no. of restaurant is using Falcon. ? 1 no. restaurant is using India Gate Super. ? 2 no. of restaurant are using India Gate Dubar. ? 1 no. of restaurant is using India Gate Rozzana. ? 1 no. of restaurant is using Necklace Premium. ? 1 no. of restaurant is using Officer?s Choice. ? 1 no. of restaurant is using Hello Jahanpanah. ? 1 no. of restaurant is using Daawat. ? 1 no. of restaurant is using Orange. ? 2 no. of restaurant are using Apple.
Interpretation:
From the above diagram it is clear that most of the restaurants are using Nature?s Gift Khusboo, because it has efficient distributors and more awareness in the Puri market. As compared to Daawat basmati rice, the Nature?s Gift Khusboo is preferable in terms of quality and price as said by managers of some restaurant. Thus, DD International is playing a main role in the Puri market.
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Table Representation on Opinions of all Restaurants to know the Brand Awareness
Name of the Hotel or Restaurant
Opinion about the Brands of LT Foods Ltd. ( Know or Don?t know ) Don?t know about the brands of LT Foods Ltd. ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, Know about the brands of LT Foods Ltd. ,, ,, ,, ,, ,,
Deep Resorts New Parijat Restaurant Hotel Sonar Tori Hotel Pushpa Gokul Restaurant Mahodadhi Hotel Sea Gull Masir Hotel Bidesh Ghar Hotel Tero Parban Restaurant Ghare Baire Restaurant Mama Bhagne Restaurant Hotel Konark Dolphin Restaurant Hotel Heaven Ruchira Camellia Suv Palace Hotel Hotel Prabhupada Hotel Puri Beach Hotel Niladri
Table 18
Interpretation:
Most of the restaurant doesn?t know about the brands of LT Foods Ltd. so that its market share is low in the Puri market and it is also clear that the brand awareness of LT Foods Ltd. is very less in this market.
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Conclusion
The LT Foods Ltd. is a FMCG company which is selling basmati rice in all over the world. I completed this project under this company and came to know about the products, brands, competitors etc. of LT Foods Ltd. This project report will show the real market scenario of CTC and Puri and through this project we can know about the overall rice industry. This project report will be very helpful for the company to know the market condition of two important town of Odisha. Basically, the following companies are running their business in Cuttack and Puri. ? ? ? ? ? ? ? ?
LT Foods Ltd. Sun Star Ltd. Best Foods Ltd. Shakti Bhog DD International Kohinoor Foods Ltd. Rain Drops KRBL Ltd.
Every company is competing with each other in the market and to face this competition the company has to focus on efficient distributors to sell its brands in the market. The company should fix reasonable price with good quality according to the market condition.
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Limitations of the Project
? ? ? ?
It was difficult to get the actual price of the competitors because the distributors of other companies are not disclosing the actual price. In this project we can?t do the price comparison because of its false price. This project can?t be applied in all over Odisha for making strategies. It can be only applied in Cuttack & Puri. Lastly, it is not possible to get the information from every wholesale outlets and restaurants.
Recommendations
? ? ? ? ?
First of all, I would like to recommend that the company should focus on the distributors those are selling only local products to increase the market share of Cuttack. The company should fix the price as per the market demand. The company should create more awareness in the Puri market because most of the restaurants don?t know about the products or brands of LT Foods Ltd. The company should focus more on the efficient distributors of Puri to sell the brands because there are very less distributor in Puri. The company should do more advertisement through different Medias like Internet or TV in Odisha for more awareness.
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Annexure
Questionnaire Bibliography
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Questionnaire
Respected Sir/Madam, I am a student, pursuing PGDM from Innovation The Business School, Khurda. I am doing a project on “Rice Industry Analysis”. I request you to cooperate in my research study by kindly filling up the following questionnaire. ?Name of the Wholesale outlet……………………………… ?Address…………………………. ?Name of the Hotel & Restaurant………………………… ?Address………………………… ?Name of the Basmati rice company using…………………………. ?Name of the Brand using………………………… ?Rate per kg. ………………………… ?If Daawat, Why………………………… ?If not, Why…………………………… ?Grievances relating to product or price…………………………….. ?Needs…………………………….
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Bibliography
Websites:
www.ltoverseas.com www.bestfoodgroup.com www.ddrice.com www.sunstaroverseas.com www.kohinoorfoods.in www.krblrice.com www.rkmp.co.in
doc_743693832.docx