A

PROJECT REPORT
ON
“Outlet/Retailer Validation / Strategy for Optimized Distribution Cost with special focus in
product positing”

A detailed study done in

“MARICO
INDUSTRIES LIMITED”
Submitted to

SINHGAD TECHNICAL EDUCATION SOCIETY

BY

Abhishek Kumar

PGDM

2007-09
 SINHGAD INSTITUTE OF MANAGEMENT

PUNE-41

DECLARATION

I, undersigned, here by declare that the project entitled “Outlet/Retailer Validation / Strategy for
Optimized Distribution Cost with special focus in product positing” written and submitted by me
to SINHGAD TECHNICAL EDUCATION SOCIETY in partial fulfillment of the requirements
for the award of Post Graduate Diploma in Management under the guidance of Prof.
M.S.Dhanawade, is my original work and the conclusion drawn there are based on the material
collected by myself.

Place: Pune Abhishek kumar

PGDM
Date: SIOM

SINHGAD TECHNICAL EDUCATION SOCIETY’S

SINHGAD INSTITUTE OF MANAGEMENT

VADGAON (BK), PUNE-410041

CERTIFICATE

This is to certify that the Project Report entitled “Outlet/Retailer Validation / Strategy for
Optimized Distribution Cost with special focus in product positing” which is a bonafide work
carried out by Mr. Abhishek Kumar of PGDM of Sinhgad Institute of Management for
fulfillment of PGDM. He has worked under my supervision and guidance and to the best
of my knowledge and belief the work embodied in this Project Report has not formed
earlier the basis for the award of any degree or similar title of this or any other university
or examining body.

Signature of Director Signature of Guide

(Mr. Denial panker) (Prof. M.S.Dhanawade)

Date: - Date:-

Place:-SIOM, Pune Place:-SIOM, Pune

 ACKNOWLEDGEMENT

Exchange of ideas generates a new object to work in a better way. Every person is helped and
co-operated by others, it is heart bound to pay gratitude and oblige them. I would like to thank
Director Mr. Denial panker, SINHGAD INSTITUTE OF MANAGEMENT for his co-
operation and proper guidance. I am grateful to my internal guide M.S. Dhanaweda for his
encouragement, proper guidance and his ever willing nature to provide a helping hand. I would
also like to take an opportunity to thank the computer lab, the library & all the members of the
institute and the organization for expanding my knowledge.

I express my deep sense of gratitude to my external

guide Mr. Prashant David (ASM-MUMBAI, MARICO) for giving me an opportunity,
guidance and co-operation to work on this project. They provided the best inputs to make this
project more valuable, without which the project would not have been complete. I also express
my sincere thanks to Mr. Jatin Panchal (RSDM-MUMBAI, MARICO) who guided me. I also
thank Mr. Hemant Rawal (TSO), all DSRs and Bombay Enterprises (Distributor) Marico
who directly and indirectly helped me to complete my project. I also want to thank the entire
team at Marico Industries Ltd. for their assistance and all my other summer trainee friends for
their constant support and help.
I would like to thank my family members whose affection &
moral support provided me the inspiration & strength to perform the training to the best of my
abilities.

Signature of the student:

ABHISHEK KUMAR
 INDEX
TABLE OF CONTENTS

SR.NO. CONTENTS PAGE NO.

Abstract (i)
Declaration (ii)
Certificates (iii)
Acknowledgement (iv)
Executive summary (v)
1 Introduction to the Project
Title of the Project
Objectives of the Study
Survey area
2 Research Design
Research Methodology
Scope of the study
Limitations of the study
3 Company Profile
Company Overview
Different award
Marico brand
Market competitor
Board of director and Marico growth
Marico programme
Marico international business
4 Facts & Findings
5 Data Analysis & Interpretation
6 Conclusions & Suggestions
Conclusions
Suggestions
7 Bibliography
8 Annexure
 EXECUTIVE SUMMARY

MARICO INDUSTRIES LIMITED is the market leader in organized Hair oil market and faces
competition from many Indian players. The products offered by Marico Ltd. have not only
created a long lasting customer delight but has also given its shareholders a value addition. In
India Marico has grown every year.Time and again Marico comes up with different variant of
products to satisfy the customers and even enhancing its own image by doing so. There are many
FMCG players who are running their business in India in different segments. Main players in
hair oil segments are HUL, Dabur, P&G and in edible oil segments Fortune Oil, Godrej Oil,
Kamani Oil and a few more.

Research Objective

The main objective of this project was to do Outlet/Retailer validation Survey in Dharavi
(Mumbai) by taking the existing Outlet list and going with Non Mera DSR for validating the
present list we have, against actual coverage and also explore scope for adding to Marico retailer
base by going to areas/Outlets where other FMCG majors like HLL/Colgate/Britannia service
but we do not. We also have to find out new outlets which have been opened in the last few
months, which we are not covering. Dharavi comes under Bombay Enterprises.Talking about
this project, it has all the relevant data and information which deals with the Marico Company’s
operations at length. Every important data about this project has been collected either through
questionnaire, observation or some facts that is already present in the form of books and on the
internet.

The Company profile

 Marico’s different products, its main competitors ,

 How Marico enhances its growth ,
 different programme run by Marico,
 Marico’s international business.

In today’s competitive market each and every company has to constantly keep an eye on their
competitors. To retain customers and provide better services is the key success factor for any
corporate in current competitive market. Finding out the demand and the target audience
for the product before getting into purchasing or even manufacturing is the key success factor for
any corporate in the current market. This is where Marico stands ahead of its competitors. This
project was necessary from Marico point of view as they were really concerned about the state of
their retailers. The Marico Company has never carried out any such research work earlier. All the
previous work was mainly concerned with the sales work, finding new retailers at prime

locations, finding the market share & how the competitors were functioning or giving benefits to
their customers and retailers.
This project was important as they were aware of some complaints from
their retailers and also that retailers were not doing their bit to enhance the image of the Marico.
And so they wanted to find all they possibly could to take all the necessary steps and measures to
rectify these loopholes from their side. And also to take stringent actions against those retailers
who were not in sync with the company’s rules & regulations.

Findings:
In the consumer products business Marico is a well known name. As I got the Project to do an
Outlet/ Retailer validation Survey in Dharavi (Mumbai), I visited the area for three weeks with
three non mera DSR. The main objective of this project was to do Outlet/Retailer validation
Survey in Dharavi (Mumbai) by taking the existing Outlet list and going with Non Mera DSR for
validating the present list we have, against actual coverage and also explore scope for adding to
Marico retailer base by going to areas/Outlets where other FMCG majors like HLL/
Colgate/Britannia service but we do not. We also have to find out new outlets which have been
opened in the last few months, which we are not covering.

• The basic problem was the differences between the retailers and the sales personnel.
• Some fault lied with retailers also. They kept on insisting of ordering only those products
which has higher sales, deliberating trying to stop these personnel’s from writing in the sales
orders of other brands.
• Some retailers complained that they were not at all getting the display materials or even if
they had some, they were getting it after coaxing the concerned personnel’s.
• Many of these retailers were not satisfied with the profit margin that Marico was giving
them.
• The retailers voiced their unhappiness about the time taken for the replacement of damaged
or leakage products.

Suggestions:
• Delivery position should be maintained to get good returns from the market.
• The Company must try to make different brands of Marico available at every retail
Outlet whether it is large or small, otherwise the consumers may go for substitute.
• The company executives should visit the outlets on a regular basis.
In doing so, it was possible to assess the upcoming places where the company can have or has
some of its retails. This can provide with opportunities in present as well as in future for long
term advantages of Marico.During the course of this project, the researcher was also fortunate
enough to be able to study the promotional techniques of the company, finding out the retailer’s
and the Marico’s employees way of functioning. With the help of the data collected and self
study, a sincere effort has been made to give some humble recommendations for the organization
at the end of the report which in some way or the other would benefit the firm.
 INTRODUCTION TO THE PROJECT
4.1 TITLE OF THE PROJECT
Outlet/retailer validation/strategy for optimized distribution cost with special focus in product
positing.

4.2 OBJECTIVE OF THE STUDY

The main objective of this project is to do Outlet/Retailer validation Survey in Dharavi (Mumbai) by
taking the existing Outlet list and going with Non Mera DSR for validating the present list we have,
against actual coverage and also explore scope for adding to Marico retailer base by going to
areas/Outlets where other FMCG majors like HLL/Colgate/Britannia service but we do not. We also have
to find out new outlets which have been opened in the last few months, which we are not covering. all
these area Comes under Bombay Enterprises and The basic objectives of the study are to know what are
the problems faced by the retailers and how that can be reduced or eliminated.

The objective are

1. To find-out how many outlets has been shutdown in last few months in identified localities.

2. To find-out how many new outlets has been open in last few months in identified localities and
researcher had to visit all the new outlets and ask some questionnaire provided by the company.

3. To know the position of the delivery of Marico products.

4. To know the brand availability of different Marico products.

5. To know what the other company is doing and how much margin they are giving.

6. To know the opinion of retailers regarding the promotional schemes.

7. To know the merchandiser work and proper display in outlets.

8. To know the frequency of visit of the Marico sales personnel.

9. To know about the time duration for the replacement of the damaged or leakage/breakage products.
Survey Area
Before going in detail we should know the exact location and brief information about the
Dharavi area. Often dubbed “Asia’s largest slum,” Dharavi is in fact a heart-shaped
agglomeration of primarily informal settlements, literally located in the heart of Mumbai, India’s
commercial capital. Once a remote settlement on the outskirts of the city, Dharavi due to
Mumbai’s rapid northward expansion, now finds itself strategically located between the city’s
two main suburban railway lines and a stone’s throw away from the Bandra-Kurla Complex, the
new financial and commercial center. These geographic advantages and Mumbai’s relative
shortage of developable land combine to make Dharavi a prime piece of real estate potentially
worth billions of dollars, creating pressure for redevelopment.

The Area
Spanning an area of about 223 hectares (550 acres),
Dharavi bordered by the Sion, Mahim and Matunga
railway stations and two major roads (Sion and
Mahim Link Roads) that connect the eastern and
western parts of the city. Dharavi is home to between
half a million and one million people (no recent and
reliable population statistics are available). A 1986
survey by the National Slum Dwellers Federation
(NSDF) counted 530,225 people (106,045
households) living in 80,518 structures; the numbers
have surely grown since then.
As evidenced in the popular aerial images of the
slum’s contiguous rooftops, Dharavi is an extremely
dense environment. A recent survey by the Kamla
Raheja Vidyanidhi Institute of Architecture (KRVIA) established that a central area of Dharavi
(Chamra Bazaar) contained densities of up to 336,643 people per square kilometer! Assuming a
population of 700,000, the population density in Dharavi would be Around 314,887 per square
kilometer. This is 11 times as dense as Mumbai as a whole (the most densely populated city
inthe world with 29,500 people per square kilometer) and more than 6 times as dense as day time
Manhattan (about 50,000 people per square kilometer).
History and Identity
Dharavi was originally marshy terrain home to the Kolis, a traditional fishing community who
lived at the edge of Mahim Creek. As the swamps separating the seven islands that formed
Bombay were filled in, migrants from all over India settled in Dharavi. Potters from Gujarat,
tanners from Tamil Nadu and embroidery workers from Uttar Pradesh were among those who
put down roots in Dharavi beginning in the nineteenth century. For migrants, Dharavi offered
work and affordable housing; for authorities, until recently, it was a place where illegal
settlements could acceptably proliferate away from the central city.Today, Dharavi is composed
of almost 100 distinct nagars, or neighborhoods, that form a mosaic of regional, linguistic,
religious, caste and class identities. Its largest communities are Tamil and Maharashtrian, each

comprising about a third of the population. However, virtually all regions of India are
represented in Dharavi, with the newest wave of migrants coming from Bihar. Dharavi is home
to Hindus, Muslims, Christians, Buddhists and others who — with the notable exception of the
1992-93 communal riots — have lived side by side largely in peace. The majority of Dharavi’s
residents are Dalits (former Untouchables), but members of many other castes and tribes are
present as well. Dharavi is home not only to the urban poor, but also to some middle-class
professionals unable to find affordable housing elsewhere.

Economy
Dharavi is not only a residential space, but also a major economic hub representing the city’s
vast informal sector. Dharavi’s commercial enterprises include recycling industries, leather
tanneries, heavy metal work, woodwork, and manufactured goods such as garments, shoes,
luggage, jewelry. Industries generally serve all of Mumbai, and many products are even
distributed in global markets. One conservative estimate places the annual value of goods
produced in Dharavi at USD 500 million (“Inside the Slums,” The Economist,
27/1/05).Commercial and manufacturing enterprises provide employment for a large share of
Dharavi’s population as well as for some living outside Dharavi. Much of Dharavi’s productivity
is rooted in a decentralized production process relying on a vast network of small home-based
production units.

Land and Housing

The Brihanmumbai Municipal Corporation (BMC) own most of the land in Dharavi, with private
landholders and the central government controlling the rest. An informal real estate market
operates in the area, with prices varying by location and building quality. While some residents
live in structures with tin walls and plastic sheeting, many have moved up to brick or concrete
and have added lofts, upper stories and decorative elements. Some owners lease spaces to
tenants, having purchased more than one house or moved out of Dharavi. Although a majority of
structures constitute “slum housing,” Dharavi also contains other housing typologies, including
the former village structures of Koliwada, planned government chawls and transit
accommodations, and government-sponsored high-rises.Those who have never ventured into
Dharavi may imagine it as a wasteland of tent-like temporary structures, an immense junkyard
crowded with undernourished people completely disconnected from the rest of the world,
surviving on charity and pulling the economy backward. Beneath the sea of corrugated tin roofs,
the reality could hardly be more different. Dharavi is a highly developed urban area composed of
distinct neighborhoods and bustling with economic activity that is integrated socially,
economically and culturally at metropolitan, regional and global levels.

SHOPS IN DHARAVI

DHARAVI CROSS RD, my area where I worked with Vinay Mishra, DSR

Shops along the way to Mahim Station

Dharavi comes under Bombay Enterprises. The Proprietor of this Agency is Kaku Bhai.
There are three non mera DSR for Covering Dharavi area. The list of Area, DSR, Close Outlets,
New Outlet Are Given Below.

Name Of The Agency Where Survey Has Been Done Bombay Enterprises
Name Of Area Where Survey Has Been Done Dharavi(Mumbai)
No Of Beat Where Survey Has Been Done 18 Beats
Name Of The Surveyor Abhishek Kumar
Total No Of Shops In These Beats 810 Shops
 RESEARCH METHODOLOGY

Exploratory Research: The research work was Exploratory in nature and was meant to provide
the basic information required by research objectives. A preliminary study and findings on
outlet/retailer validation can be further consolidated after detailed conclusion study has been
carried out. The major methods employed in research are Survey and Observations.

Research Approach: Survey

A survey is a research technique used to gather information from a sample of respondents by

employing a questionnaire or open interviews. Normally surveys are carried out to obtain primary data.

Area of research

In Dharavi I worked in 18 area

1. SAI BABA NAGAR

2. 90 FEET 2 NG WK,
3. TRANSIT CAMP II NG WK,
4. DHARAVI MAIN ROAD III NG WK,
5. 90 FEET II NG WK,
6. M.L CAMP II NG WK,
7. BHARAT NAGAR II NG WK,
8. DHARAVI CROSS RD NG WK,
9. TRANSIT CAMP NG WK,
 10. DHARAVI MAIN RD NG WK,
11. 90FEET ROAD NG WK,
12. M L CAMP NG WK,
13. BHARAT NAGAR III NG WK,
14. SAI BABA NAGAR NG WK,
15. DHARAVI MAINROAD - II NG WK,
16. LAXMI CHAWL NG WK,
17. M.L.CAMP - I NG WK,
18. NAYAK NAGAR NG WK)

Tools used for Research:-

Tools used for this research is short interviews. A brief set of sample questions was prepared to collect
the relevant information.

Data Collection:

Primary Data: - The primary data was collected by interviewing personally with the help of
preset questions.

Secondary Data: - The secondary was collected from Marico Territory sales executive, DSRs
And Distributors. With the help of some short interviews and some informal chat, the data was
collected regarding the remaining information about the current market scenario and changing
market dynamics.

SCOPE OF THE STUDY

1. The Market survey is conducted to make a comparative study of the problems endured by the
retailers of the Marico Company.

2. The survey covers a wide range of activities and the factors, that Influences and shows the
increase or decrease in the market share of the Company.

LIMITATION OF THE STUDY

Due to improper coordination between organizations, there encountered some difficulties. Also
workers attitude towards business is also critical factor for grass root level employees. The
limitations are prescribed below.

(1) Few retailers were not co-operative. They were not responding relevant answers of questions
(2) Only few areas have been considered for research.
(3) Study was restricted to few outlets due to large no of outlets under one DSR’s.
(4) Duration of Project: As we were required to complete the summer project within a short
period of 75 days, we could not explore all the dimensions of study. However I have tried my
level best to find out each and every thing whatever the company required.
(5) No convince allowance - As no convince allowance was paid to me, it was not possible to
carry out market Research on a vast scale.
 MARICO INDUSTRIES LIMITED
Marico is a leading Indian Group in Consumer Products & Services in the Global Beauty and
Wellness space. Marico Ltd is a family-owned company, incorporated on October 13 1988 as
Marico Foods Ltd. The name was changed to Marico Industries Ltd with effect from October 31
1989. In April 1990 the company commenced commercial operations by taking over the business
of the consumer products division of The Bombay Oil Industries Ltd (BOIL). Marico later
changed its name to Marico Ltd on April 25 2005.Marico largely continues to be a family-owned
company with the promoters Harsh Mariwala and family holding 63.45% of the total shares as
on September 30 ,2007. Though the company is family-owned, it is managed by professionals
and the unique rotation policy of the company is also well-known.
Marico is a flat organization with only five levels
of reporting between the managing director and an operator on the shop floor. We believe this
flat structure helps the company in being more responsive to the environment while providing
enriched roles for members. Keeping in mind the fast and ever changing business environs,
Marico's structure is dynamic and constantly evolving. Marico undertook an organizational
restructuring exercise, which resulted in the Marico Group business organization being
restructured into three strategic business units (SBUs) - consumer products business (personal &
nature care and wellness & new products), Kaya Business (Kaya Skin clinics and Kaya Life) and
the international business (which comprises the international FMCG business and the Sundari
business).
Marico markets well-known brands such as Parachute, Saffola,
Sweekar, Hair & Care, Nihar, Shanti, Mediker, Revive, Manjal, Kaya, Sundari, Aromatic,
Camelia, Fiancee and HairCode. Marico’s brands and their extensions occupy leadership
positions with significant market shares in most categories- Coconut Oil, Hair Oils, Post wash
hair care, Anti-lice Treatment, Premium Refined Edible Oils, niche Fabric Care etc. Marico is
present in the Skin Care Solutions segment through Kaya Skin Clinics (65 in India and The
Middle East), the Sundari range of Spa skin care products (in the USA & other countries) and its
soap franchise (in India and Bangladesh).
Marico's branded products are present in Bangladesh, other SAARC
countries, the Middle East, Egypt and South Africa. The Overseas Sales franchise of Marico’s
Consumer Products (whether as exports from India or as local operations in a foreign country) is
one of the largest amongst Indian Companies and is entirely in branded products and services.
Marico was selected as one of the eight Indian companies in S & P’s list of Challenger
Companies from various nations, compiled globally by Standard & Poor’s in June 2007.

AWARDS

Marico has also won various other Awards such as the following:

• Marico Uncommon Sense case study has been showcased in the Annual World Effie
Coffee table book, 2008.
• Marico’s “Saffola World Heart Day" campaign has won a Bronze at the first-ever Asia
Pacific Effie Awards, Singapore, 2008.
• 3 top Awards instituted by CNBC-TV18, U21 Global and Watson Wyatt Worldwide, in
following categories: India’s Employer of Choice for 2007, Award for HR Excellence &
Award for Best Employer in the Consumer Products and Healthcare Sector.
• Gold Effie (2007) for its corporate campaign and a Bronze Effie (2007) for Saffola.
• Kaya - Best Retailer in the Beauty and Fitness category, India retail Forum (September
2007)
• NDTV Profit - Business Leadership Award, FMCG Personal Hygiene Category (July
2007).
• One of India's 10 best marketers (Business Today September 2006).
• Brand Leadership Award at the India Brand Summit 2006 (September 2006).
 • Kaya - Retailer of The Year Award (for the 2nd consecutive Year) at India Retail
Summit 2006.
• The Gulf Marketing Review Award in the Middle East 2006.
Every month, over 70 Million consumer packs from Marico reach approximately 130 Million
consumers in about 23 Million households, through a widespread distribution network of more
than 2.5 Million outlets in India and overseas. Marico’s focus on sustainable profitable growth is
manifest through its consistent financial performance – a CAGR of 21% in Turnover and 30% in
Profits over the past 5 years- while setting a record of several consecutive quarters of year on
year growth- 34 for Profits and 30 for Sales.

Marico Brand
Parachute
Over the last few years, Marico has focused on a consistent strategy of growing the coconut oil
market by encouraging conversions from loose oil to branded oil. At the same time Parachute
has also worked on increasing its market share in pockets where the scope to do so is higher than
in its strongholds, through various micro-marketing and distribution expansion initiatives.
During the year, Parachute coconut oil in rigid packs recorded a volume growth of 11% over the
previous financial year. In July 2007, retail prices of the brand were increased by 3%, in
anticipation of some inflation in input prices. Though input costs did not increase as expected
until about December 2007, Parachute continued to show good volume growth and has
maintained its market share. Parachute’s market share for the 12 months to February ‘08 was at
48% in volume terms. Given the brand’s strong equity amongst its consumers, the company
expects to be able to pass on any increases in input prices and maintain its margins per unit
volume. The competitive scenario in the category remains by and large unchanged. While there
have been a few entrants, their impact has not been very significant. The company is keeping a
watch on the progress of these brands. Nihar coconut oil grew at a modest rate of 4% during the
year. The annual growth appears low as the growth in the first half was depressed on account of
pipeline filling during the previous year, the period immediately after Marico acquired the brand.
Marico commands a 56% share of the coconut oil category in India with its three brands
Parachute, Nihar and Oil of Malabar.
Hair & Care Silk-n-Shine
Hair & Care Silk-n-Shine is a post wash hair conditioner from Marico. After a successful 3-
months prototype in West Bengal. Silk-n-shine was launched nationally in June 2004.
Silk-n-Shine is borne out of real need of today's women. As they spend more and more time out
of home, exposure to pollution, dust and sunlight makes their hair rough and dry. Hair dyes,
frequent shampooing and hard water further damage hair causing tangles. And when they try to
comb out the tangles their hair breaks Hair & Care's new Silk-n-Shine hair potion with the
goodness of fruit-vitamins works naturally on tangled hair with a unique 3-steps action, leaving
if soft and silky.

1. Coats every strand of hair

2. Undoes knots and snarls, detangling hair
3. Makes hair soft and silky, in minutes
Marico has occupied a place in the newer age hair care formats popular amongst the youth
through a portfolio of post-wash hair-grooming products. These include Marico’s Silk-n-Shine a
post-wash conditioner,
These are still nascent segments in the hair grooming category in India and the company intends
to establish its presence in these segments that could see an inflection in usage in the future and
to play its role in category creation. Silk n Shine has been promoted in a campaign promising
“parlor like silky hair” and endorsed by celebrity actress Katrina Kaif. The brand has a share of
33% in the post-wash conditioner market (during the 12 months ended August 2007).

Saffola
Saffola, Marico’s refined edible oil brand has created strong “good for the heart” equity for itself
over the years. The brand dominates the refined safflower oil and blended oils with safflower
category. While it occupies a niche super
premium position above other premium
refined oils, the brand nevertheless has a
potential for growth given the increased
incidence of heart related ailments in the
country and the growing awareness and
health consciousness. The brand has been
actively promoting health consciousness and
positioning itself on the “preventive”
platform. Saffola continued to build its equity
by taking a thought leadership stance through
various on-ground activities and
communication through multiple media
channels during World Heart Day. During
Q2FY08, the Saffola franchise grew by 21%
in volume over Q2FY07, led by higher
growths in Saffola Gold. The brand’s strength
has helped it leverage recent environmental trends. Earlier this year, Marico extended
Saffola’s good for heart equity beyond refined edible oils into functional foods. Saffola Atta
Mix, a high fiber flour additive that helps manage cholesterol was launched nationally. As the
Atta mix not only serves as a functional food but in fact improves the taste and texture of the
rotis (bread), this product that leverages an existing habit of mixing grains for healthier flour, has
been well received. While current sales are still very small, the acceptance of the functional
foods concept will help establish a platform for a range of similar functional foods that facilitate
a much healthier lifestyle.

Nihar Hair Oil

The Company’s basket of hair oils continues to show strong growth. As in the past, the company
has focused on rigid pack sales of its hair oil portfolio. Marico’s hair oils in rigid packs grew
15% in volume over the corresponding quarter in the previous year. The “Gorgeous Hamesha”
campaign of Parachute Advansed endorsed by film personality Deepika Padukone has been
received well. This together with the “One hour Champi” campaign from Parachute Advansed is
expected to encourage increased usage of the brand both pre-wash and post wash. In the
perfumed coconut oil rigid category, Parachute Jasmine and Nihar perfumed oils grew by 9.6%
in volume. Marketing support has ensured continued performance in the market place. Between

these two brands, Marico continues to dominate the perfumed coconut oils market with a market
share of rigid packs at 79% (12 months to August 2007). Nihar’s perfumed hair oil’s“Aami

Nandini” campaign won Bronze at this year’s Effie awards. Shanti Amla showed a growth of
12% during the quarter as compared to Q2FY07. Its market share in the Amla oil category was
9% (12 months to August 2007).
Hair & Care
Marico’s Hair & Care continued to perform well in the market place while being supported by a
commercial that cues nourishment and strengthens the youth imagery of the brand. During
Q2FY08, the brand registered a volume growth of 21%, buoyed by a consumer offer on the
300ml pack. A price increase of about 4% effective July 2007, has been implemented. Hair &
Care’s share in the NSHO (Non-Sticky Hair Oils) market for the 12 months to August 2007 was
16%.
Kaya Skin Clinic
The skin care solutions business of Kaya Skin Care Ltd. broke even during FY07 with a
marginal profit before tax. Having established the model, Kaya now plans to move into the next
phase of clinic expansion. Kaya would open about 15 new clinics a year. Each of these, as is true
currently, will be company owned and managed, there being no plans as of now to adopt a
franchise model. In choosing locations, Kaya would try to saturate demand in existing cities (it is
already present in 16 cities in India) and reach out to only a few new cities. During Q2FY08,
Kaya Skin Care added 2 clinics in India, one each in Mumbai and Pune. The company has been
able to identify and tie up a few more properties for establishing new clinics. One clinic was
added in the UAE at AL AIN during the quarter, taking the total number of clinics in the Middle
East to six. Kaya plans to open its first clinic in Saudi Arabia shortly. During Q2 FY07-08 the
Kaya Skin Lightening service was launched nationally with TV advertising support. The efficacy
feedback on the service continues to be positive. This quarter also saw the launch of Kaya Skin
Renewal a range of peels which target specific skin needs of customers such as pimples, age-
control, pigmentation, clarity and overall skin health. Products form a share of about 15% of
Kaya’s revenues. In order to enhance this revenue stream, Kaya began prototyping the “shop-in-
shop” model through kiosks at malls such as Lifestyle and Hyper City. The response from this
experiment with about 8 kiosks has been good and the company has now commenced a dialogue
with other Retail chains to establish and scale up this concept. After a successful prototype in
Q1FY08, Kaya Pigment Reducer was added to the basket of product offerings from Kaya
andlaunched in Q2FY08. The company plans to continue to launch more new products in order
to offer a “more complete” range.During Q2FY08, Kaya recorded a turnover of about Rs 24
crore, a growth of 36% over Q2FY07. On a sequential quarter basis, the growth over Q1FY08
was about 8% During September 2007; Kaya was chosen the Best Retailer in the Beauty and
Fitness category by the India Retail Forum (Images) with special mention for being pioneers and
setting standards in the skin care solutions business.

Kaya Life:
In June 2007, Kaya was extended beyond skin care solutions. Kaya Life centers offer holistic
weight loss Solutions that are customized to individuals. The consumer need is large with India
ranking amongst the top 10 obese nations. The problem is much more acute in urban centers,
with many of those above 35 years of age suffering unhealthy body shapes. Targeted towards
SEC A (18-40 male / female) consumers who acknowledge the weight issue to themselves and
desire to change the status to “look good”, The business’s unique proposition of customized
holistic, sustainable weight management proposition using the Synergy 4 model (four pillars of
Lifestyle counseling, Inch Loss, Food & Meal planning and Energizing exercises) has already
begun to redefine people’s perception of weight management through the customized services it
offers ranging from 45 day program to 3 month program. Kaya Life opened its first center at
Juhu in Mumbai towards the end of last quarter. The initial response consumer response on the
Kaya Life experience has been good. Based on its performance over the next couple of months,
there are plans to open 3 – 4 more centers during the year, initially in Mumbai. Focus on Growth
Prototypes and New Launches In order to generate additional sources of growth in the coming
years, Marico as an FMCG company must create a healthy pipeline of new products. The
company intends to introduce new offerings to its consumers through prototype launches at
regular intervals.Some of the products that the company has prototyped during the year are
discussed below:

Maha Thanda
Marico’s hair oil basket in India includes Parachute Advansed coconut oil, Parachute Jasmine
and Nihar perfumed coconut oils, Hair and Care and Shanti Amla. During Q4FY08, Marico
marked an entry into the fast growing cooling oil market with a view to plug this gap in its hair
oil portfolio. Maha Thanda is Ayurvedic hair oil with extracts of several herbs and can be used
for a cooling head massage that helps reduce stress, soothe headaches and enable good sleep.
The national market for the category is estimated to be about Rs 400 crore with a growth of over
20% during the last year. Maha Thanda is being prototyped in Bihar and is endorsed by the
Bhojpuri celebrity Ravi Kishan

Saffola Diabetes Management Atta Mix

The response hitherto has been encouraging .Saffola Diabetes Management Atta Mix Saffola
enjoys substantial equity for its perceived health benefits, especially on the good for heart
platform. Given the widespread issues of heart health in India, significant potential exists for the
introduction of lifestyle management products. While the functional foods concept is still in its
nascent stages in India, the brand hopes to play a leadership role in creating this habit amongst
health conscious consumers.
The company had introduced Saffola Cholesterol Management last year. During FY08, it
commenced the prototype of Saffola Diabetics in Delhi and the National Capital Region. In order
to leverage the current health and lifestyle trend in India, the company plans to build a portfolio
of functional food products. Geographic expansion - Entry into the South African ethnic hair
care and health care market During Q3FY08, Marico made an entry into the South African
ethnic hair care and health care market through the acquisition of the consumer division of
Enaleni Pharmaceuticals Limited.
Parachute Advansed Starz
In December 2007, the company began prototyping the Parachute Advansed Starz range of hair
care products for

kids. This comprises coconut based non-sticky hair oil, a gentle shampoo and a nourishing cream
gel. The cream Gel introduces a new format with the cream providing the goodness of coconut,
keeping hair free from damage while the styling gel allows an instant cool and sporty hair-do.
Parachute Advansed Starz hopes to capitalize upon a gap in the hair care for kids market in India
today.

Kaya Expansion
Kaya skincare services were made available to its customers at 18 new clinics during FY08.
Kaya Skin Clinic now has a presence through 65 clinics of which 56 are in 19 cities across India
and 9 service its customer in the Middle East. During the year, Kaya also began offering weight
management solutions at 3 centers under the brand Kaya Life.

Consumer Products Business - India:

In the consumer products business, the flagship brand, Parachute
Coconut Oil grew by 10% in volume over the previous
financial year. The focus segment of the hair-care
range (Parachute Jasmine, Parachute Advansed, Shanti
Amla Badam, Nihar Naturals and Hair & Care being
the key elements) grew by 16% in volume. In the
Premium Refined Oils market, Saffola, the company’s second flagship, grew by 22% in volume
during the year.
Post-wash Conditioners
In the Male Grooming segment, Parachute Aftershower cream signed on Indian cricketer
Sreesanth as its second brand ambassador in addition to Yuvraj Singh. A new campaign
featuring both the brand ambassadors went on air in December 2007 driving the proposition of
24 x 7 dandruff free styling supporting the anti-dandruff variant. Parachute After Shower hair
cream now commands a 42% share of the hair creams market (during the 12 months ended
February 2008). Parachute After Shower gel launched in December 2006 has been receiving a
good response. Marico’s share in the male grooming segment, including gels, is about 21%.

International FMCG Business

Marico’s overall international business grew by 59%, while its organic growth over FY07 was
21%. In its traditional markets, namely the Middle East and Bangladesh, Marico’s International
FMCG business continued to grow and record share gains. In Bangladesh, Parachute coconut oil
has been going from strength to strength. It has gained market dominance backed by strong
marketing support. During the 12 months ended February ’08, its market share was
67%.Parachute will focus on growing the branded market by encouraging conversions from
loose oil. In the Middle East, Parachute Cream’s focused marketing efforts, including advertising
and in-store promotional activities have yielded good results. The brand has now begun closing
the gap on the leader in the GCC countries, Brylcream. Its advertising is locally tailored and uses
a regional celebrity for endorsements. Earlier during the year, the brand was restaged as
Parachute Aqua-shield, on the platform of nourishment plus protection from harsh water. The
GMR Outstanding Achievement in Marketing Award was conferred upon Parachute for the
second consecutive year. The Egyptian brands, Fiancée and Hair Code are performing as per
expectations. They achieved a turnover of about Rs 88 crore during the year. Advertising support
accompanied by promotional offers during the Africa soccer championships helped in expanding
the franchise. The current combined market shares of the two brands in Egypt stand higher at
62%. The company has also commenced exports of the products to neigh bouring African
nations. Earlier during the year, Marico commenced putting up a green field project in Egypt
which will serve as a manufacturing base for the MENA (Middle East and North Africa) region.
This aims to leverage benefits from trade agreements between Egypt and countries in the Middle
East. The project in expected to be completed by the end of the calendar year. Geographic
expansion forms part of Marico’s growth strategy. In November 2007, Marico entered the fast
growing South African ethnic hair care and health care market through the acquisition of Enaleni
Pharmaceuticals Consumer Division Pty Ltd. The market for Ethnic Hair Care and Relevant
OTC Healthcare products in South Africa is estimated to be in the region of about Rs. 600 crore.
The Durban-based entity is present across segments such as Hair Relaxers, After Care-Hair Food
and Hair Conditioners with a current annualised turnover of about Rs 53 crore comprised largely
of 3 brands, viz. Caivil in the premium ethnic hair care, Black Chic in VFM hair care and
Hercules in OTC Health Care. The process of integration of the business is underway. During
FY08, Marico clocked a turnover of Rs 20 crore in South Africa. Marico expects to capitalize
upon the rapidly growing ethnic hair care market driven by Black Economic Empowerment
(BEE) in South Africa. At the same time however, it anticipates the need for brand building
investments. The contribution to the bottom line during the first two years is thus expected to be
negligible. A good performance from all geographic regions has enabled the International
Business to show healthy growth. Marico’s International Business now comprises about 16% of
the group’s turnover. Continued Rupee appreciation rate, against the United States Dollar, is
putting some pressure on the International Business margins and growth in Rupee terms. Sundari
In line with the Operating Agreement with its joint venture partner, Shantih LLC, Marico has
exercised its call option to raise its stake in its subsidiary Sundari LLC from 75.5% to 100%.
With effect for October 23, 2007, Sundari has become a wholly owned subsidiary of Marico
Limited

.
OPERATING MARGIN STRUCTURE FOR MARICO GROUP

% to Sales & Services FY08 FY07

(net of excise)
Material Cost (Raw + Packaging) 51.4 51.6
Advertising & Sales Promotion (ASP) 12.9 13.6
Personnel Costs 6.6 5.8
Other Expenses 16.1 15.9
PBDIT margins 12.9 13.0
Gross Margins (PBDIT before ASP) 25.8 26.6

Notes:
1. In order to make comparison meaningful, extraordinary items with a one-time impact have
been excluded from the above table. These include a reversal of provisions during FY07 of Rs
8.0 cr pertaining to personnel costs and Rs 4.9 cr of ASP.
2. Material costs to sales are similar to those in the previous year.
3. Personnel expenses are higher owing to normal remuneration increases, performance
incentives and higher head count, particularly in Kaya.
4. The company has a conservative treasury policy with minimal risk exposures. It did not incur
any losses on account of derivative structures and has no derivative structure exposure on its
books.
5. The detailed Financial Results and other related useful information are available on Marico's
website – http://www.maricoindia.com/ic_latest.htm

Market Scenario
Given below is an overview of Marico's market standing
Brands Brands Indicative Market Rank
Share range %
Parachute, Oil Of Malabar, Nihar Coconut Oil 57-58 1
Hair Oil (Hair & Care, Parachute Hair Oils 22-24 2
Jasmine,Parachute Advansed,
Shanti Badam Amla,Nihar)
Mediker Anti Lice Treatment 90 1
Sil Jams 7-8
Revive Fabric Starch 80 1

Marico’s Parachute and Saffola are among India’s top 100 most trusted brands as per the survey
carried out by Brand Equity (The Economic Times) in February 06 - Parachute ranks 29th while
Saffola ranks 93rd. Parachute continues to be the worlds largest packaged Coconut
Oil Brand. Marico has consistently sought to broad base its brand basket. The new
products dealt in by the Company during last 5 years have now assumed a critical
mass and contribute over 28% to the group business. In the process, Marico's dependence on
Parachute has consistently been reducing. From a share in the range of 70% - 75% in early 90's,
Parachute today contributes about 40% - 45% to the top line of Marico. Its share in profits too
has come down.
Reach
Marico procures one out of every 25 coconuts produced in India and 3 nuts per coconut tree in
India. Marico sells over 7Crore (70 Mio) packs to around 13 Crore (130 Mio) people every
month. Marico’s products reach around 2.3 Crore (23Mio) households through over 25 Lac (2.5
Mio) retail outlets serviced by its nation-wide distribution network comprising 4 Regional
offices, 30 carrying & forwarding agents (CFAs) and about 3500 distributors and stockiest.
Marico’s distribution network covers almost every Indian town with population over 20,000.
Marico has partially leveraged its network through a distribution alliance with Indo Nissin Foods
Ltd. (Top Ramen- Curry, Cup O' Noodles).The table below provides an indicative summary of
Marico's Distribution Network in India.
Urban Urban
Sales Territories 135 35
Towns Covered (‘000's) 3.2 11.0
Distributors 850 -
Super Distributors - 120
Stockists - 2,500
Retail Outlets – Reach (millions) 1.65 0.85
In Bangladesh, Marico reaches over 350,000 outlets.

Marico Presence in the Sub Continent

Registered office:
Marico Ltd.
Rang Sharda, Krishnachandra Marg, Bandra Reclamation,
Bandra (West),
Mumbai – 400 050
Tel : 91-22-66480480
Fax: 91-22-66490112
Andheri Lab:
Marico Ltd.
C-10 Dalia Industrial Estate,
2nd Floor, Off. Link Road
Andheri (W),
Mumbai - 400 058
Tel. 55020501/26732344
Fax : 2673 2283
Daman Plant:
Marico Limited
Survey No. 697/7, 1-A
Maharani Indl. Estate
Dabhel, Nani Daman
Daman – 396210
Tel: 0260- 2244102/103
Dehradun Plant:
Factory 1
Marico Limited
Khasra No. 1011/1, Camp Road,
Central Hope Town,
Selakui, Dehradun-248197,
Uttaranchal
Ph No :- 0135-2698386/2692727
Kalina R & D Calicut Office:
Bombay College of Pharmacy Marico Limited
2nd Floor, C.S.T Road 9/45, Silk Street
Kalina , Calicut - 673 001
Santacruz (East) Kerala
Mumbai -400098
Tel: 26664004 Tel.: (0495) 2365 253
Fax: 26661733 Fax: (0495) 2369 738
Goa Plant: Jalgaon Plant:
Marico Limited Marico Limited
Plot No. 71 & 72/1 E-10, MIDC Area
Khanderpar , Ponda Ajanta Road
North Goa Jalgaon - 425 003
Goa - 403 406 Tel: (0257) 2210002/8,
2210235
Tel: (0832) 2345 306/ Fax: (0257) 2210 231
2344 830/ 873/ 874
Kanjikode Plant: Pondicherry Plant:
Marico Limited Marico Limited
New Industrial Development Plot No. SP - 15,
Area,
Kanjikode Menonpara Rd., PIPDIC Electronic Park
Kanjikode – 678621 Mannadipet, Thirubhuvanai
Dist: Palakkad , Kerala Pondicherry – 605 107
Tel.: (0491) 2566 Tel: 0413 - 2641 300/ 301
363/2567195/6
Fax: (0491) 2567 197 Fax C/o: 0413 - 2251307
Regional Offices:
South RO: West RO: East RO:
Marico Limited Marico Limited Marico Limited
210-B, Swapnalok C-10, Dalia Industrial Krishna Bldg., 4th floor,
Complex, Estate,
Sarojini Devi Road, Modi House, Off. New Room No. 416, 224, A.J. C. Bose Road,
Link Road, Near Fun
Republic Cinema Andheri
(W),
Secunderabad - 500 003 Mumbai - 400 058 Kolkata - 700 017
Ph: 040- 2781 3351/ 5526 Ph: 26732439-40, Ph: 033 – 22470750, 22477629
0067 26732472
North RO:
Marico Limited
No.5, DDA Local Shopping Centre
3rd floor, Okhla Commercial Complex,
Phase - II, New Delhi - 110 020
Ph: 011 - 2638 3370/ 8167/ 8168
International Offices:

Bangladesh Office: Dubai Office:

Registered Office:
Marico Bangladesh Limited
272 Tejgaon Industrial Area
Dhaka Bangladesh
Ph: 00 8802 9893028/8859510
Fax: 00 8802 9888849
Kathmandu Office:
Marico Limited
C/o Maheshwari Traders
Block No. KHA 1/143, Tankeswar
Kalimati, Kathmandu, Nepal
Ph: 00 9771 4276968
Fax: 00 9771 4276969
Egypt Office:
Registered Office:
MEL Consumer Care,
53, Lebanon Street, Mohandiseen,
Giza, Egypt
Marico Limited
Flat No 302, AI Ballorah Building
Karama, Dubai, United Arab Emirates
Tel: 00 9714 3965416
Fax: 00 9714 3973725
Sundari LLC:
11111 Santa Monica Blvd. Ste 220,
Los Angeles, CA 90025, USA
Tel: (310) 478 4898
Fax: (310) 478 3808
Marico South Africa Consumer Care (Pty) Ltd.
161, Stamford Hill Road,
Durban 4001,
South Africa
Ph: (202) 33053770 / 33053772 /
33039401
Fax:(202) 33022121

International Presence

Some of Marico’s products

 Board of Directors
COMPOSITION AND CATEGORY OF DIRECTORS OF MARICO LIMITED

NAME CATEGORY

Mr. Harsh Mariwala Chairman & Managing Director (Promoter)

Mr. Rajeev Bakshi Non-Executive and Independent

Mr. Atul Choksey Non-Executive and Independent

Mr. Nikhil Khattau Non-Executive and Independent

Mr. Jacob Kurian Non-Executive and Independent

Mr. Rajen Mariwala Non–Executive (Promoter)

Ms. Hema Ravichandar Non-Executive and Independent

Mr. Bipin Shah Non-Executive and Independent

Mr. Anand Kripalu Non-Executive and Independent

 Marico Maintains All Round Growth
Marico turned in a revenue of Rs 1907 crore during FY08. At 22%, it was another year of
healthy growth over the previous year. This comprised 17% organic growths accompanied by
5% inorganic growth. All its businesses, those of consumer products in India, international
business and Kaya skin solutions contributed to the overall growth. Together with this top line
increase, the bottom-line recorded a growth of 50%. Profit after Tax (PAT) during the year was
at Rs 169 crore as against Rs. 113 crore in FY07. The company has demonstrated steady growth
on both the top line and bottom line. Over the last 5 years, they grew at a CAGR of 21% and
30% respectively. At its meeting held on April 24, 2008, the Board of Marico Limited, declared
a third interim dividend of 37% on its equity share capital of Rs. 60.9 Crore.
 Marico Programs
2008-09
• Marico Programs are offloaded in May ASM JC to Improve Sales and making Strong Marico-
Retailer Relations.

• Program Champions : RSDMs

Note:

• No outlet to have more than one program

Direction of Program in channel to be strictly followed –

• Bandhan – Wholesale

• Mera/Top Mera – Key Ols

• Unnati – Chemist

• Dhoom – Key Ols /Wholesale

All Visibility closures to be done by ASM/RSDM/SPE personally

• BIW Window/Ol Branding space/ Cat-Dom shelf’s to be

personally closed by either ASM/RSDM/SPE – no closure
to happen without one of the above visiting the outlet

• RSDM to maintain Outlet wise Pivots for Visibility (outlet wise brand wise) and
Target Planning (Targets for Program to be given by Div Heads in line with the
Cover plans)
 DETAIL OF MARICO PROGRAMME

Defining mera outlet

• The Mera Program will be an Incentive to the “Top” Key Outlets in a City

Mera Outlets :

• Deciding Parameter:
• Top BPM Key outlets in the City : Top Outlet Report [Midas]
• For eg, if the ASM has 100 Mera Outlets allocated to him, he shld take a list of 120 ols
(20% extra) & then choose the 100 based on ‘Qualitative Parameters’
• Other Qualitative (softer) Parameters:
• Sells Range of Products
• Has Visibility from Competition
• High Customer Foot falls

Top Mera Outlet:

• Deciding Parameter:
• Should be the top BPM outlets from the ‘Mera Outlet’ set
• For eg, if the ASM has 20 Top Mera Outlets allocated to him, he shld take a list of 26
ols (30% extra) & then choose the 20 based on ‘Qualitative Parameters’
• Other Qualitative (softer) Parameters:
• Space to put up all visibility elements (eg. Saffola stand/Dispenser/BIWs)

Top mera club( Alias, super mera)

• Program Elements : 4 Compulsory Elements of Execution

• Visibility :
• 2 Windows for BIW per outlet (try to take both windows next to each other)
• Window ideally should be behind the counter
• Size of BIW Kit : 17X 24 inch for Vertical and 24X 17 inch for Horizontal
• Brands for BIW : Communicated to ASMs Phase I
 • ASM to have outlet wise brand wise grid, i.e. what brand will be put in which
outlet
• All BIWs to be personally selected by the ASM
• Saffola Stand :
• To be placed near the edible Oil Category in the Outlet
• Size of Stand : 54 inches (height) x 26 inches (width) x 15 inches (depth)
• Brands to keep on the Stand : Will be written on the stand

• Male Grooming Dispenser [Unpaid] :

• The Old dispensers will be replaced with this new one
• Size of the dispenser : 20X12X5 inch
• Two Hair Oils Category Shelves :
• Shelves to be taken in the Hair Oils Category
• Backing sheet with Shelf tape will be put for Branding of the shelves’
• Marico Hair Oils to Dominate the Shelves in these outlets

Mera club

• Program Elements : 2 compulsory Elements of Execution

• Visibility :
• 1 Windows for BIW kit or Saffola Shop Branding 50 sq ft per outlet
• Window should be ideally behind the counter/ Saffola Shop Branding near the
category
• Size of BIW Kit : 17X 24 inch and Branding per Outlet : 50 sq ft
• Brands for BIW : Communicated to ASMs Phase I
• ASM to have outlet wise brand wise grid, i.e what brand will be put in which outlet
• Brands for BIW kits : Communicated to ASMs Phase I

• Two Multi Product Dispenser :

• One is a Unpaid Male Grooming Dispenser for the Outlet

• The Old dispensers will be replaced with this new one
• Size of the dispenser : 20X12X5 Inch
• The other dispenser is a Paid Dispenser for Functional Foods/Hair Oils
• Size of the dispenser : 12 inches (height) x 11 inches (width) x 8 inches (depth)
•
Share Gain Incentive :

• Target to be given for each period : As in Booklet

• 1% share gain incentive for achievement of Target

Bandhan programme
 • Bandhan Outlet :
• Any Outlet which does a BPM of more than Rs 5000 per month
• Sells products to other Retailers
• Only to be given to outlets in ‘Wholesale Channel’

• Enrolment :

• For urban (WMP – U), wholesale parties with Marico Products purchase of greater
than 100 Ltr P.M to be enrolled in the program.

• For rural (WMP – R), wholesale parties with Marico Products purchase greater than 50
ltr P.M to be enrolled in the program

Dhoom programme

• Dhoom Outlet :

• To be given only to ‘Wholesale’/’Key Outlet’ Channel

• High Selling Edible Oil Retailers

• Period :
• 1st May 2008- 31st March 2009
• Further the period is divided into 3 phases ;
• Phase I : May-Jul
• Phase II : Aug-Nov
• Phase III : Dec-Mar

Unnati programme

• The Unnati Program will be an Incentive to the “Top” Chemist Outlets in a City
• Defining Unnati Outlets :
• Deciding Parameter:
• Top BPM Unnati outlets in the City : Top Outlet Report [Midas]
• For eg, if the ASM has 100 Unnati Outlets allocated to him, he shld take a list
of 120 ols (20% extra) & then choose the 100 based on ‘Qualitative
Parameters’
• Other Qualitative (softer) Parameters:
• Sells Range of Products
• Has Visibility from Competition
• High Customer Foot falls
 FACTS AND FINDING
During the market survey researcher had visited 18 beats in Dharavi. Researcher had found that 250
outlets had been shutdown In last few months in that location and also 37 new outlets had been open in
that localities. Researcher found that due to the closed outlets company is bearing loss of Rs. 907801.1
(Business per annum).

The list of Area, DSR, Close Outlets, New Outlet Are Given Below.

Name Of The Agency Where Survey Has Been Done Bombay Enterprises
Name Of Area Where Survey Has Been Done Dharavi(Mumbai)
No Of Beat Where Survey Has Been Done 18 Beats
Name Of The Surveyor Abhishek Kumar
Total No Of Shops In These Beats 810 Shops
Total No Of Shops Closed In These Beats 250 Shops
Total No Of New Shops Found In These Beats 37 Shops
Total B.P.A Loss (1st april-31march2007-8) 907801.1 Rs
Total B.P.M. Loss 75650.0 Rs

Name Of The Beets Name Of The D.S.R. Total Shops Beat Wise
SAI BABA NAGAR 2 NG WK K.K PANDEY 57
TRANSIT CAMP II NG WK K.K PANDEY 30
DHARAVI MAIN ROAD III NG WK K.K PANDEY 32
90 FEET II NG WK K.K PANDEY 57
M.L CAMP II NG WK K.K PANDEY 41
BHARAT NAGAR II NG WK K.K PANDEY 38
DHARAVI CROSS RD NG WK VINAY MISHRA 41
TRANSIT CAMP NG WK VINAY MISHRA 59
DHARAVI MAIN RD NG WK VINAY MISHRA 53
90FEET ROAD NG WK VINAY MISHRA 66
M L CAMP NG WK VINAY MISHRA 43
BHARAT NAGAR III NG WK VINAY MISHRA 38
SAI BABA NAGAR NG WK JITENDRA 41
SOCIAL NAGAR NG WK JITENDRA 53
DHARAVI MAINROAD - II NG WK JITENDRA 36
LAXMI CHAWL 90 FEET NG WK JITENDRA 40
M.L.CAMP - I NG WK JITENDRA 43
NAYAK NAGAR NG WK JITENDRA 42
TOTAL 810

List of Close Outlets:-

D.S.R.
Beat Name Code Retailer Name
Name
SAI BABA NAGAR 2 NG WK K.K PANDEY 269820200 JANTA STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991009 RINA GEN STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991010A VAIBHAV KIRANA

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991035A SIDDHIVINAYAK STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991038 KUMAR BAKERY

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991049 POOJA GEN STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991058 PRAKASH STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991091A MOHAMMADI BAKERY & GEN.STORES

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991098 GANESH GEN.STORES

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991122 MAYUR PROVISION STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991126 KAMAL PANWALA

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991128 SHANKAR STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26991198 SHRI SURYAVANSHI GEN STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26994037 SHAH BABA P/B SHOP

SAI BABA NAGAR 2 NG WK K.K PANDEY 26994039 JAYA STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26994038 DEVI STORE

SAI BABA NAGAR 2 NG WK K.K PANDEY 26994041 NASEEM PAN BIDI

SAI BABA NAGAR 2 NG WK K.K PANDEY 26994043 VIGNES STORE

TRANSIT CAMP II NG WK K.K PANDEY 26989026 V.S STORE

TRANSIT CAMP II NG WK K.K PANDEY 26989040 VASANT GEN STORE

TRANSIT CAMP II NG WK K.K PANDEY 26989064 GURUSWAMI STORE

TRANSIT CAMP II NG WK K.K PANDEY 26989100 SHRI SARVANA OIL DEPO

TRANSIT CAMP II NG WK K.K PANDEY 26989028 SHIVKALA STORE

TRANSIT CAMP II NG WK K.K PANDEY 26981074 SHRI SHIVSHAKTI STORE

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26981095 VELAKANNI STORES

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26981096B SHRI SIDHIVINAYAK BAKERY

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26981099b JAI MATAJI STORE

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26981106 NEELESH Kr. KANTILAL

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26981111 SAGAR GEN STORE

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26981127 SHIV GEN STORE

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26982047 IMRAN PAN BIDI

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26982048 FARIDH STORE

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26994061 V.P SHAH

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26994063 MURGAN STORE

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26994064 RAJA GEN STORE

DHARAVI MAIN ROAD III NG WK K.K PANDEY 2699446 SHREE SIDDHIVINAYAK BAKERY

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26999011 SANGAM PROVISION STORE

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26999012 GANESH GEN STORE

DHARAVI MAIN ROAD III NG WK K.K PANDEY 26983085 MAHARASTRA BAKERY

90 FEET II NG WK K.K PANDEY 26983137 GUPTA GRAIN STORE

90 FEET II NG WK K.K PANDEY 26983144 GAUSHIYA GEN STORE

90 FEET II NG WK K.K PANDEY 26983145 KHAN BAKERY

90 FEET II NG WK K.K PANDEY 26994036 KURSHID PAN ANWAR

90 FEET II NG WK K.K PANDEY 2692325487 NASHEMAN BAKERY

M.L CAMP II NG WK K.K PANDEY 26986084 NASEEM BAKERY

M.L CAMP II NG WK K.K PANDEY 26986123 BISMILLAH STORE

M.L CAMP II NG WK K.K PANDEY 26988023 TAIYABA TRADER

BHARAT NAGAR II NG WK K.K PANDEY 26988027 PATEL TOBACCO

BHARAT NAGAR II NG WK K.K PANDEY 26988062 WASIM STORE

BHARAT NAGAR II NG WK K.K PANDEY 26988126 RIZWAN BAKERY

BHARAT NAGAR II NG WK K.K PANDEY 26988127 ASHRAF TOBACCO

BHARAT NAGAR II NG WK K.K PANDEY 26988135 INSHALLHA STORE

BHARAT NAGAR II NG WK K.K PANDEY 26988136 ASGAR BAKERY

BHARAT NAGAR II NG WK K.K PANDEY 26988137 SOHIL KIRANA

BHARAT NAGAR II NG WK K.K PANDEY 26988138 J.R STORE

BHARAT NAGAR II NG WK K.K PANDEY 26988140 SHRI DEVASHI STORE

BHARAT NAGAR II NG WK K.K PANDEY 26988156 INDIAN BAKERY

BHARAT NAGAR II NG WK K.K PANDEY 26988178 Shri Ganesh Store

BHARAT NAGAR II NG WK K.K PANDEY 26988181 JANTA KIRANA

BHARAT NAGAR II NG WK K.K PANDEY 26988186 ANJUMAN BAKERY

BHARAT NAGAR II NG WK K.K PANDEY 26988189 NATIONAL MILK DAIRY

BHARAT NAGAR II NG WK K.K PANDEY 269885566 SHAHI STORE

BHARAT NAGAR II NG WK K.K PANDEY 269888555 SHARIF STORE

BHARAT NAGAR II NG WK K.K PANDEY 269205555 AVINAV STORE

DHARAVI CROSS RD NG WK VINAY MISHRA 26982070 B.P.SHAH

DHARAVI CROSS RD NG WK VINAY MISHRA 26994045 HABIB JIWA

DHARAVI CROSS RD NG WK VINAY MISHRA 26988064 SAKHINA GEN STORE

TRANSIT CAMP NG WK VINAY MISHRA 26988166 BANUSHALI STORE

TRANSIT CAMP NG WK VINAY MISHRA 26989043 PERUMAL STORE

TRANSIT CAMP NG WK VINAY MISHRA 26994105 JOHN PAN BIDI

TRANSIT CAMP NG WK VINAY MISHRA 26994106 MOHAMMAD PAN BIDI

TRANSIT CAMP NG WK VINAY MISHRA 26994107 SOMNATH PAN BIDI

TRANSIT CAMP NG WK VINAY MISHRA 26994109 DURGA PAN BIDI

TRANSIT CAMP NG WK VINAY MISHRA 26994110 ASHOK PAN BIDI

TRANSIT CAMP NG WK VINAY MISHRA 26994111 VINOD PAN BIDI

TRANSIT CAMP NG WK VINAY MISHRA 26994113 KESINO STORE

TRANSIT CAMP NG WK VINAY MISHRA 26994114 PREMCHANDRA PAN BIDI

TRANSIT CAMP NG WK VINAY MISHRA 26994119 SHAFI STORE

TRANSIT CAMP NG WK VINAY MISHRA 89444A GOMATHI STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26902004 A AMIT P/B

DHARAVI MAIN RD NG WK VINAY MISHRA 269269811111A SHRI SAINTH FARSAN

DHARAVI MAIN RD NG WK VINAY MISHRA 26954053 JAI AMBE KIRANA

DHARAVI MAIN RD NG WK VINAY MISHRA 26954054 VIJAY STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26954055 JAYA PROVISION STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26981043A PARMESHWAR SUP MKT

DHARAVI MAIN RD NG WK VINAY MISHRA 26981092A SIDDHIVINAYAK STORES

DHARAVI MAIN RD NG WK VINAY MISHRA 26981120 SHRI BALAJI STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26981122 I.C.P STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26981136 SALIM BAKERY

DHARAVI MAIN RD NG WK VINAY MISHRA 26981138 R.P GUPTA STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26982017 ANBARSHI STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26982059 IRSHAD STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26982062 ANWAR GEN STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26983132 S.VIJAY SUP MKT

DHARAVI MAIN RD NG WK VINAY MISHRA 26983133 BHANU STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 81039A MOHAMMED ANWAR SHAIKH

DHARAVI MAIN RD NG WK VINAY MISHRA 81040A ANITA STORE

DHARAVI MAIN RD NG WK VINAY MISHRA 26994056 JANARDAN PAN BIDI

DHARAVI MAIN RD NG WK VINAY MISHRA 26994057 MOHIDDIN PAN BIDI

DHARAVI MAIN RD NG WK VINAY MISHRA 26994046 SAYYAD PAN BIDI

DHARAVI MAIN RD NG WK VINAY MISHRA 26994052 MADINA PAN BIDI

DHARAVI MAIN RD NG WK VINAY MISHRA 26994053 MUBIN PAN BIDI

90FEET ROAD NG WK VINAY MISHRA 269269098a PATEL VIKASH

90FEET ROAD NG WK VINAY MISHRA 26967067 KISHORE P/B

90FEET ROAD NG WK VINAY MISHRA 26978050A BHAGWANTI P/B

90FEET ROAD NG WK VINAY MISHRA 26983006A FAMOUS SOAP CENTER

90FEET ROAD NG WK VINAY MISHRA 26983010 AGARWAL G. Store

90FEET ROAD NG WK VINAY MISHRA 26983013 MERAJ BEKARY

90FEET ROAD NG WK VINAY MISHRA 26983071 S.B. AGARWAL

90FEET ROAD NG WK VINAY MISHRA 26983082 MADINA SOAP

90FEET ROAD NG WK VINAY MISHRA 26983082A NEW CHETAN STORE

90FEET ROAD NG WK VINAY MISHRA 26983084 GANESH OIL DEPOT

90FEET ROAD NG WK VINAY MISHRA 26983099 SHARDHA STORE

90FEET ROAD NG WK VINAY MISHRA 26983110 SARWANA STORES

90FEET ROAD NG WK VINAY MISHRA 26983116 APNA GEN STORE

90FEET ROAD NG WK VINAY MISHRA 26983122 SURESH STORE

90FEET ROAD NG WK VINAY MISHRA 26983127 TRINITY LIFE CARE L

90FEET ROAD NG WK VINAY MISHRA 26983129 R.S.STORES

90FEET ROAD NG WK VINAY MISHRA 26983143 SAYAD HOME APPLIANCE

90FEET ROAD NG WK VINAY MISHRA 26988086 MORIYA OIL DEPO

90FEET ROAD NG WK VINAY MISHRA 26988088 PATEL VIKASH

90FEET ROAD NG WK VINAY MISHRA 26988101 JAI AMBE STORE

90FEET ROAD NG WK VINAY MISHRA 26988101 SHRI NARAYAN GEN STORE

90FEET ROAD NG WK VINAY MISHRA 26988173 DHAWAL STORE

90FEET ROAD NG WK VINAY MISHRA 26994065 NEW LIFE STORE

90FEET ROAD NG WK VINAY MISHRA 26994066 SIDDHIVINAYAK STORE

90FEET ROAD NG WK VINAY MISHRA 26994067 SWAMI PAN BIDI

90FEET ROAD NG WK VINAY MISHRA 26994068 YA MAKHOOM GEN STORE

90FEET ROAD NG WK VINAY MISHRA 26994069 SHRI MANJUNATH PAN BIDI

90FEET ROAD NG WK VINAY MISHRA 26994070 A 1 BAKERY

90FEET ROAD NG WK VINAY MISHRA 26994071 SHRI RAJESH KISHOR AGARWAL

90FEET ROAD NG WK VINAY MISHRA 26994072 AYUB STORE

90FEET ROAD NG WK VINAY MISHRA 26994073 CHAMUDA STORE

90FEET ROAD NG WK VINAY MISHRA 26994074 APNA STORE

90FEET ROAD NG WK VINAY MISHRA 26994075 MALIK DINAR STORE

90FEET ROAD NG WK VINAY MISHRA 26994076 FAHAT BAKERY

90FEET ROAD NG WK VINAY MISHRA 26994077 C.I STORE

90FEET ROAD NG WK VINAY MISHRA 26994078 GUPTA OIL DEPO

90FEET ROAD NG WK VINAY MISHRA 26994079 SATGURU STORE

90FEET ROAD NG WK VINAY MISHRA 26994081 SHRI LAXMI STORE

90FEET ROAD NG WK VINAY MISHRA 26994082 VIJAY PAN BIDI

M L CAMP NG WK VINAY MISHRA 26985083 JAI RAM GEN STORE

M L CAMP NG WK VINAY MISHRA 26985085 BISMILLAH STORES

M L CAMP NG WK VINAY MISHRA 26985551 SHAN PETER WINES

M L CAMP NG WK VINAY MISHRA 26985552 VAISHNAVI STORE

M L CAMP NG WK VINAY MISHRA 26986071 VEER SUGANDHI STORE

M L CAMP NG WK VINAY MISHRA 26994089 M.K KIRANA STORE
M L CAMP NG WK VINAY MISHRA 26994090 M.G SELVAN

M L CAMP NG WK VINAY MISHRA 26994091 SHABANA STORE

M L CAMP NG WK VINAY MISHRA 26994092 S.P.K STORE

M L CAMP NG WK VINAY MISHRA 26994093 S.P SELVAN

M L CAMP NG WK VINAY MISHRA 26994094 KRISHAN STORE

M L CAMP NG WK VINAY MISHRA 26994095 ANSARI BISCUIT

M L CAMP NG WK VINAY MISHRA 26994096 ANSARI STORE

M L CAMP NG WK VINAY MISHRA 26994098 L.P STORE

BHARAT NAGAR III NG WK VINAY MISHRA 26988003 RAJ OIL & SOAP CENTRE

BHARAT NAGAR III NG WK VINAY MISHRA 26988486 SONA OIL DEPOT

BHARAT NAGAR III NG WK VINAY MISHRA 26988151 JANTA STORE

BHARAT NAGAR III NG WK VINAY MISHRA 26988148 VIMAL JAISHWAL GEN STORE

BHARAT NAGAR III NG WK VINAY MISHRA 26988089A HARI OM GEN.STORES

BHARAT NAGAR III NG WK VINAY MISHRA 26988085 PRAKASH STORE

BHARAT NAGAR III NG WK VINAY MISHRA 269325897 AASIF BAKERY STORES

BHARAT NAGAR III NG WK VINAY MISHRA 26925625322 MUDDASAR COMMUNICATION

BHARAT NAGAR III NG WK VINAY MISHRA 26988091A MORYA GRAIN BAZAR

SAI BABA NAGAR NG WK JITENDRA 26920203666 SATISH STORES

SAI BABA NAGAR NG WK JITENDRA 26991001 SHIVLINGAM KIRANA

SAI BABA NAGAR NG WK JITENDRA 26991004 S.S. STORE

SAI BABA NAGAR NG WK JITENDRA 26991013 KAMRAJ STORE
SAI BABA NAGAR NG WK JITENDRA 26991013A SHAMA STORE

SAI BABA NAGAR NG WK JITENDRA 26991023 S.J BALAN

SAI BABA NAGAR NG WK JITENDRA 26991042 SHIVLING STORE 2

SAI BABA NAGAR NG WK JITENDRA 26991103 RAJU APNA BHANDAR

SAI BABA NAGAR NG WK JITENDRA 26991125 SHRI BALAJI STORE

SAI BABA NAGAR NG WK JITENDRA 26991130 METRO SOAP AGENCY

SOCIAL NAGAR NG WK JITENDRA 26980088 JADHAV P/B SHOP

SOCIAL NAGAR NG WK JITENDRA 26992003 YADAV GENRAL STORE

SOCIAL NAGAR NG WK JITENDRA 26992008B SIDDHIVINAYAK STORE

SOCIAL NAGAR NG WK JITENDRA 26992009 GUPTA GENERAL

SOCIAL NAGAR NG WK JITENDRA 26992011 SHAMJI LALJI

SOCIAL NAGAR NG WK JITENDRA 26992020 H.R GUPTA

SOCIAL NAGAR NG WK JITENDRA 26992021 USHAMAN STORE

SOCIAL NAGAR NG WK JITENDRA 26992028 KATARIA STORE

SOCIAL NAGAR NG WK JITENDRA 26992034 CITIZEN BAKERY

SOCIAL NAGAR NG WK JITENDRA 26992042 APNA STORE

SOCIAL NAGAR NG WK JITENDRA 26992066 SHANTI STORE

SOCIAL NAGAR NG WK JITENDRA 26994120 CHOURASIA P/B

SOCIAL NAGAR NG WK JITENDRA 26994122 JELANI STORE

SOCIAL NAGAR NG WK JITENDRA 26994123 HAMID STORE

SOCIAL NAGAR NG WK JITENDRA 26994125 JANTA GEN STORE

SOCIAL NAGAR NG WK JITENDRA 26994126 ANWAR STORE

SOCIAL NAGAR NG WK JITENDRA 26994128 ULLANAM STORE

SOCIAL NAGAR NG WK JITENDRA 26994129A AJAY GUPTA STORE

SOCIAL NAGAR NG WK JITENDRA 26994130 JAGAT STORE

SOCIAL NAGAR NG WK JITENDRA 26994131 LAXMI STORE

SOCIAL NAGAR NG WK JITENDRA 26994127 NASHAD STORE

SOCIAL NAGAR NG WK JITENDRA 26994124 SUNERA GEN STORE

SOCIAL NAGAR NG WK JITENDRA 26994121 SUBHAM P/B

DHARAVI MAINROAD - II NG WK JITENDRA 26954057 VENUS STORE

DHARAVI MAINROAD - II NG WK JITENDRA 26981058 MANISHA PROVISION STORE

DHARAVI MAINROAD - II NG WK JITENDRA 26981069A M.S. STORE

DHARAVI MAINROAD - II NG WK JITENDRA 26981094A S.A.RAJA STORES

DHARAVI MAINROAD - II NG WK JITENDRA 26981100 JAGDAMBA STORE

DHARAVI MAINROAD - II NG WK JITENDRA 26981134 SUBHASH STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26909001 JALARAM STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26909049 JAGDEV STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26922032 MOMAI STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26922032A ASHA PAN BIDI

LAXMI CHAWL 90 FEET NG WK JITENDRA 26978057 MADINA SOAP

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993003 NOOR GEN STORE
LAXMI CHAWL 90 FEET NG WK JITENDRA 26993007 KARTIK STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993017 ABDULA STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993023 MAHEBOOB BAKERY

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993026 YASIR PAN BIDI

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993026A SHAMA GENERAL STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993036 RAJA GEN STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993040 SEEMA STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993044 JOHNSON STORES

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993049 SELVA KUMAR STORE

LAXMI CHAWL 90 FEET NG WK JITENDRA 26993051 FATIMA BAKERY

M.L.CAMP - I NG WK JITENDRA 2690022000 LUCKY PRO STORES

M.L.CAMP - I NG WK JITENDRA 2692020202020 GOLDEN PAN BIDI

M.L.CAMP - I NG WK JITENDRA 26985002 A-1 BAKERY

M.L.CAMP - I NG WK JITENDRA 26985011 DEEPALI STORE

M.L.CAMP - I NG WK JITENDRA 26985013 TAHIRA STORE

M.L.CAMP - I NG WK JITENDRA 26985030 NIZAMUDDIN – II

M.L.CAMP - I NG WK JITENDRA 26986092A GAJARAJ GEN.STORES

M.L.CAMP - I NG WK JITENDRA 26986104 SHETTY PAN BIDI

M.L.CAMP - I NG WK JITENDRA 26994083 JANTA PAN BIDI

M.L.CAMP - I NG WK JITENDRA 26994085 MUBARAK BAKERY

M.L.CAMP - I NG WK JITENDRA 26994084 MUSTAFA PAN BIDI
M.L.CAMP - I NG WK JITENDRA 26994088A DHARKANATH STORE

NAYAK NAGAR NG WK JITENDRA 26921006 SHAH GRAIN STORE

NAYAK NAGAR NG WK JITENDRA 26926921025A SANTHA STORES

NAYAK NAGAR NG WK JITENDRA 26994018 ABHIL PAN BID

NAYAK NAGAR NG WK JITENDRA 26994024 P.K STORE

NAYAK NAGAR NG WK JITENDRA 26921070 SHAH.V.H.GRAIN STORES

NAYAK NAGAR NG WK JITENDRA 26994025 SHRI GANESH STORE

NAYAK NAGAR NG WK JITENDRA 26994026A NEW USMAN STORE

NAYAK NAGAR NG WK JITENDRA 26994027 SUPER STORE

NAYAK NAGAR NG WK JITENDRA 26994028 V.K STORE

NAYAK NAGAR NG WK JITENDRA 26994029 SIDDHIVINAYAK STORE

NAYAK NAGAR NG WK JITENDRA 2699403 SHANKAR STORE

NAYAK NAGAR NG WK JITENDRA 26994030 LAXMI STORE

NAYAK NAGAR NG WK JITENDRA 26994031 ARJU PAN BIDI

NAYAK NAGAR NG WK JITENDRA 26994032 KADARI PAN BIDI

NAYAK NAGAR NG WK JITENDRA 26994033 NASEEN PAN BIDI

NAYAK NAGAR NG WK JITENDRA 26994034 SUNLIGHT PAN BIDI

NAYAK NAGAR NG WK JITENDRA 26994035 ALAM PAN BIDI

NAYAK NAGAR NG WK JITENDRA 2699407 ASAPURA STORE

NAYAK NAGAR NG WK JITENDRA 2699408 KARAMCHAND GUPTA

NAYAK NAGAR NG WK JITENDRA 26994097 K.P.S STORE

NAYAK NAGAR NG WK JITENDRA 26994099 SUBHAM STORE

NAYAK NAGAR NG WK JITENDRA 26994101 MAHARASHTRA PAN BIDI

NAYAK NAGAR NG WK JITENDRA 26994100 AKBAR PAN BIDI

NAYAK NAGAR NG WK JITENDRA 26994103 MOHAMMAD STORE

NAYAK NAGAR NG WK JITENDRA 26994104 KUMAR STORE

NAYAK NAGAR NG WK JITENDRA 26994102 RAKESH GEN STORE

NAYAK NAGAR NG WK JITENDRA 2699424 LALCHAND GUPTA

NAYAK NAGAR NG WK JITENDRA 2699427 OMCAHNDRA CHOURASIYA TOBACCO

NAYAK NAGAR NG WK JITENDRA 2699434 ISMAIL STORE

NAYAK NAGAR NG WK JITENDRA 2699435 PANDIYAN STORE

During the survey researcher found so many things:-

• Some retailers complained that they were not at all getting the display materials or even if
they had some, they were getting it after coaxing the concerned personnel’s.
• Many of these retailers were not satisfied with the profit margin that Marico was giving
them.
• The retailers voiced their unhappiness about the time taken for the replacement of damaged
or leakage products.
• About 80% of the retailers were happy with the delivery of goods but the rest complained
about the irregularities.
• Researcher had to asked the name of new open outlets because the name had to be put into
palmtop and company record , which can help DSR to do regular call.
• Researcher had found that DSR of HUL, GODREJ REFINED OIL, GODREJ OIL, DABUR
OIL, P&G, and COCORAJ OIL were visiting regularly.
• Some other companies DSR were visiting 1-2 times in a week and some were visiting once
in a week.
• The companies like kamani, Raj oil, paragon gives 5-7 days credit but marico gives only 1
day credit.
• Most of the shopkeeper they only keeps parachute coconut hair oil, jasmine hair oil, revive ,
mediker because their demand is more in identified localities. They don’t keep other Marico
products.
 ANALYSIS AND DATA INTERPRETATION

(Data analysis for retailer’s response)

1. Which FMCG companies do direct service at your outlet?

HAIR OIL SEGMENT EDIBLE OIL SEGMENT

(a).HUL (a).GODREJ

(b).P&G (b).FORTUNE

(C).DABUR (c).GINNI

(d).BAJAJ (d).KAMANI

(e).RAJ OIL (e).SUNDROP

2). How many times other companies DSR visit your Outlet (in a week)?

COMPANY NO OF RETAILER PERCENTAGE VISIT (In a week)

HUL 30 30% 1

P&G 25 25% 1

DABUR 20 20% 2

RAJ OIL 15 15% 2

FORTUNE 10 10% 1

DSRs visit

50
percentage of retailer

40
HUL
30 P&G
DABUR
20 RAJ OIL
FORTUNE
10

0
company name
INTERPRETATION:

➢ As the graph & table indicates the opinion of the retailers about the frequency of visits of the
DSR’s every week in percent.
➢ HUL, P&G and Fortune’s show1day visit by DSR’s.
➢ Dabur, Raj oil said 2 days visit by their respective DSR’s.

3). Which are the FMCG companies which gives you credit? If Credit is given, what is the duration of
the credit (Pay back time, in days)?

COMPANY NO. OF RETAILERS PERCENTAGE CREDIT PERIOD

(In Days)

HUL 25 25% 1

DABUR 15 15% 1-2

MARICO 20 20% 1

P&G 18 18% 1

RAJ OIL 12 12% 5-7

FORTUNE 10 10% 2-5

 credit period
percentage of retailers
50
45
40 hul
35
dabur
30 hul marico
25 marico
p&g p&g
20 dabur
raj oil raj oil
15 fortune
10 fortune

5
0
company

INTERPRETATION:

➢ As the graph and table indicates the opinion of retailers (in percent) about the companies which
gives credit.
➢ Marico, p&g gives only 1 day credit.
➢ Dabur gives1-2 day’s credit.
➢ Raj oil gives 5-7 days credit.
➢ Fortune gives 2-5 days credit.

4). Out of these mentioned below, which Marico products you prefer keeping in your outlet?

Name of the brand Availability in no. of Percentage

outlets
Parachute jasmine 82 82%

Parachute coconut oil 96 96%

Sweekar 80 80%

Revive 96 96%

Mediker 92 92%
 Saffola 80 80%

Hair n care 10 10%

Silk n shine 14 !4%

product avilability
percentage of retailer

120
100
80
60
40
20
0
Parachute Parachute Sweekar Revive Mediker Saffola Hair n Silk n
jasmine coconut care shine
oil
products

INTERPRETATION:

➢ The above graph shows the brands which were available in the market during the survey. pcno,
jasmine, revive, mediker, sweekar, saffola were found in more than 80 different outlets as they
are the highest selling brands of Marico.

5). What is your opinion about the Delivery of Goods from Marico?
 Type of opinion No. of retailers Percentage of retailers
Excellent 28 28%

Good 52 52%

Average 10 10%

Poor 10 10%

Delivery of goods

60%
no of retailers

50%

40%

30%

20%

10%

0%
Excellent Good Average Poor
performance

INTERPRETATION:

➢ when the question was asked about the delivery of goods only 20 retailers out of 100 said that it
was either POOR or AVERAGE. While the rest interviewed i.e. 80 retailers termed it as GOOD
or EXCELLENT.

6). How would you rate the performance of the Marico’s DSR’s?
 Type of opinion No. of retailers Percentage of retailers
Excellent 25 25%

Good 50 50%

Average 15 15%

Poor 10 10%

opinion

60

50
No of retailers

40

30

20

10

0
Excellent Good Average Poor
pe rfom a nce of DSR's

INTERPRETATION:

➢ when the question was asked about the performance of DSR’s 15 retailers, 10 retailers out of 100
said that it was either POOR or AVERAGE. While the rest interviewed i.e. 75 retailers termed it
as GOOD or EXCELLENT.
 7). Are you satisfied with the promotional scheme of Marico?

(a) 80% yes (b) 20% No

promotional scheme

90
percentage of retailers

80
70
60
50 yes
40 No
30
20
10
0
respond

INTERPRETATION:

➢ In this graph it has shown that 80% retailers are satisfy and 20% retailers are not satisfy with the
promotional scheme.
 8). Have often you have been provided the Point of Purchase (POP)/Point Of Display (POD)
material

by the company?

Frequency No. of retailers Percentage of retailers

Always 26 26%

Sometimes 54 54%

Never 20 20%

POP/POD Materials

60

50
No. of retailers

40

30

20
10

0
Always Sometimes Never
Frequency

INTERPRETATION:

➢ This question was very significant and the facts were not very pleasing. 20% retailers
complained of not receiving any display materials. While those who were receiving it regularly
far and few. While a majority 54% said they were getting it but at no specified time.
9).What type of advertising materials the company has provided to the outlets:

Types of Adv. Materials No. of outlets

Glowing sign board(GSB) 12

Arial hanger 30

Molded road stand 09

Crate display 28

Table top rack 32

Flange 31

Price strip 48

Posters 36
Glowing sign board(GSB)
Arial hanger
Moulded road stand
Crate display
Table top rack
Flange
Price strip
Posters
 SUGGETIONS

During the survey it was found that a large no of shops has been closed in last few months. Due
to different reason and also due to closed shops we are bearing a huge loss. It was shocking to
me when I calculated the total closed shop list. The major problem with this area is poverty
and lack of proper settlement planning. After Dharavi Redevelopment Project it is assumed that
the situation will improve. As a total 250 shops had been closed due to Different Reasons. We
are unable to reopen those shops. But, still we can cover the lost BPM. We can also promote our
DSR to open the new outlets so we can recover our loss as a certain extent. As I found that the
total BPM loss is Rs 75650.0, it can be covered by More Intense Effective Coverage in The
Area.

Some suggestion:-
1. If company is launching any new product in market related to hair oil then company should
start the name with parachute like parachute shanti amla hair oil, parachute starz shampoo for
kids, because researcher had observed in market that SHANTI AMLA HAIR OIL market value
is less than DABUR AMLA HAIR OIL so researcher thought company should change the
name with parachute shanti amla hair oil/parachute amla hair oil.

NOTE: - Because parachute (name) is more popular in urban as well as in rural area.

2. Company should more concentrate on DSR because they are the base of the company.
Company should do something for DSR like:-
Time and again company should give them training, motivation. Company should give some
prizes/gifts except incentive for their better performance Researcher have worked in market
with DSR and researcher knew how tough their work in market so researcher thought company
should do something for them because whole business is depends on performance of DSR.

3. If company is launching any new product, company should balance the price, means the price
which retailer is getting products and MRP because Marico have launched a new brand saffola
active and during my one month visit not a single shopkeeper demanded for Saffola active
product, main reason is retailers is getting that product at RS.100 and MRP RS.105 due the less
margin nobody is asking for saffola active.

4. DSR should inform the different scheme to the retailer and also DSR must carry PDA so they
do not forget to call different product.

5. Company should increase the promotion of non mera shops for better sale.

6. Emphasis should be given to start few more exclusive Merico outlets.

7. Delivery position should be maintained to get good returns from the market.
8. The Company must try to make different brands of Marico available at every retail
outlets whether it is large or small, otherwise the consumers may go for substitute.

9. Sales people and delivery persons should properly monitor the outlets, whether the Point of
Purchase/ Point of Display materials are available and are properly utilized or not.
10. Point of purchase/ Point of Display materials, merchandising items should be provided to the
retailers on more regular basis to increase the sales volume.

11. The Company should take steps to replace damaged or leaked products frequently from the
retailers.

12. The company executives should visit the outlets on a regular basis.

13. The Marico products are doing well in the market; despite this the retailers want more profit
margins. We must try to give them a reasonable profit margin.

14. The promotion should be done in a manner to increase the awareness as well as to
increase the consumption.

15. DSR must carry PDA so he does not forget to call different products.

CONCLUSION
Finally, after the hard work the researcher had to put his opinion at the end of the project report
in the form of conclusion. This is most important part of this project report. After 75 days of
doing the research, is not easy to get the right conclusion, but that was the great time for
researcher to learn and observe the market. How a company works in market and what the
policies they adopt to promote their product and how the company manages their organizational
structure. The survey was successful to fulfill the objective. It was found that Marico has a good
brand reputation in the market. After understanding the ground realities of Dharavi It was easy to
understand the root causes of the closure of shops. It is the personal, financial and administrative
problem due to which shops got closed. Some new shops were found in the survey process,
which is now being entered in the Midas and DSR shops lists.However, In Marico the researcher
learned so many new things. This would give more efficient knowledge to researcher? Lastly
the end of the project from researcher point of view:-

• The opportunities are ample in the market to grow despite several threats.

• Marico is trying to give maximum satisfaction to their customers with its new innovation and
product quality.

• Company is giving more satisfaction to retailers as well as customers by profit margin and
attractive offers.
• Despite so many regional as well as competitor into the market, the position of Marico is
not going to be affected that much. But in some cases the more competitive environments
provides better opportunity to grow.

• The marketing part of this company is very organized. They have very nice
Communication and distribution channels for the marketing of their products and
Supplying to the end customers.

• The production quantity of hair care and edible oil products is growing every year. Every
organization in this sector is making profit. And the good news for Marico is that they are the
ones who invest a lot in their R & D, and the result is seen in the form of different variant of
products they come up with every now and then.

• This research was also a tool to find out which product/brand of Marico has the highest sale
among all the brands.

• Marico delivery system and sales promotion system is very organized.

BIBLIOGRAPHY
(1) www.google.com

(2) www.maricoindia.net

(3) www.yahoo.com

(4) Business India magazine

(5)DNA news paper

 ANNEXURE

Questionnaire:-

DAILY REPORT ABOUT NON-MERA OUTLETS

1) TIME OF VISIT IN THE FIRST OUTLET-

2) BEAT NAME-
3) DSR NAME-
4) NO OF OUTLETS IN BEAT-
5) NO OF OUTLET VISITED IN A BEAT-
6) NO OF OPEN SHOP IN THE BEAT-
7) EFFECTIVE COVERAGE-
8) NEW OPEN OUTLETS-

9) SOME IMPORTANT QUESTION FOR NON MERA OUTLETS

1. Name of Outlet : _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

2. Which FMCG companies do direct service at your outlet?

In Hair Care Segment In edible Oil Segment

a) HUL ( ) a) Fortune ( )
b) Dabur ( ) b) Godrej ( )
c) P & G ( ) c) Ginni ( )
d) Raj Oil ( ) d) Kamani ( )
3) How many times other companies DSR visit your Outlet (in a week)?

a) Once a week ( ) b) Bi-weekly ( )

c) Thrice a week ( ) d) More than 3 ( )

4) Which are the FMCG companies which gives you credit?

a) Dabur ( ) b) HUL ( )
c) P & G ( ) d) Marico ( )
e) Raj Oil ( ) f) Godrej ( )
g) Fortune ( ) h) Ginni ( )
i) Kamani ( )

5) If Credit is given, what is the duration of the credit (Pay back time, in days)?

a) 1 day ( ) b) 1-5 days ( )

c) a weeks time ( ) d) More than a week ( )

6) Out of these mentioned below, which Marico products you prefer keeping in your
outlet?

a) Parachute ( ) b) Revive ( )
c) Mediker ( ) d) Parachute jasmine ( )
e) saffola ( ) f) Sweekar ( )
g) Silk N Shine ( ) h) Sil-jam ( )
 7) What is your opinion about the Delivery of Goods from Marico?

a) Excellent ( ) b) Good ( )
c) Average ( ) d) Poor ( )

8) How would you rate the performance of the Marico’s DSR’s?

a) Excellent ( ) b) Good ( )
c) Poor ( ) d) can’t say ( )

9) Are you satisfied with the promotional scheme of Marico?

a) Yes ( ) b) No ( )

10) Have you been provided the Point of Purchase (POP)/Point Of Display
(POD) material by the company?

a) Always ( ) b) Sometimes ( )
c) Never ( )

11) What advertising materials the company has provided:

a) Glowing sign board ( )

c) Moulded road Stand ( ) (b) Crate display ( )
e) Table top rack ( ) (d) Flange ( )
g) Price strip ( ) (f)Posters ( )