INTRODUCTION

An organisational study is the systematic study about how people -

as individuals and as groups - act within organizations. It involves the study
of the structure and functioning of its departments. Organizing is one of the
important functions of Management. Almost all the organizations are
different but they have certain common features. All are collection of
people, linked together by formal and informal relationships. They have
hierarchical orders that are engaged in co-operative activities and they all
have identical boundaries. So the study of people in organization is
important for future managers.
Structure of an organisation is very important for its functioning and growth.
It provides the basic frame work for its progress and expansion. For future
managers, it is imperative to study the organisational structure and
functioning of successful organisations so that they as future managers may
guide organisations towards success and profitable functioning.

OBJECTIVES

• TO KNOW ABOUT THE FUNCTIONS THAT CARRIED OUT IN

DIFFERENT DEPARTMENTS

• TO ACQUIRE THE KNOWLEDGE OF PRACTICAL APPLICATIONS IN

THE POINT OF VIEW OF MANAGERIAL ASPECTS

• TO LEARN THE WAY HOW THE MANAGEMENT TRIES TO CO

ORDINATE ACTIVITIES OF DIFFERENT DEPARTMENTS IN THE
ORGANISATION

• TO ANALYSE STRENGTH ,WEAKNESS, OPPORTUNITIES AND

THREATS OF THE COMPANY

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LIMITATIONS OF THE STUDY
.

• It was very difficult to collect detailed data on each department

within the limited time allowed.

SOURCES OF DATA COLLECTION

Primary Source
Primary data are collected through discussions and interviews with officials,
employees of the company and also includes direct observation.

Secondary Source
Secondary data are collected from:

• Annual reports

• Company documents &

• Company websites.

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 INDUSTRY PROFILE

HISTORY OF THE INDUSTRY

By 3000 B.C, turmeric, cardamom, pepper and mustard were

cultivated in Harappa and Mohenjo-Daro, in the Indus valley, were of
occupied mixed stock somewhat larger in structure than either the Sumerians
of those communities. The bad club wheat barely sheep and goats from the
Iranian plateau and cotton from Southern Arabia or North East Africa but
were held back by their reliance on food water due to lack of knowledge of
irrigation.

Summer bad trade links with the Indus valley via Hindu Kush by
3000 BC and by sea from 2500 BC thus thinking the Harappa’s with both
Sumerians and Egyptian, where cumin, anise and cinnamon were used for
embalming by 2500 BC.

By 1750 BC Harappa civilization had disappeared probably due to

flood and tectonic shift were replaced by the Aryans who invaded via Hindu
Kush by 1500 BC. The Aryans had considerable contact with Babylon from
whence the original flood legend arose o be adopted by both the Aryans and
the Hebrews and several other civilization.

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 In Britain the term “curry” has come to mean almost any Indian dish
whilst most from the sub-continent would say it is not a world they use but if
they did it would mean a meat, vegetable or fish dish with spicy sauce and
rise or bread.

The earliest known recipe for meat in spicy sauce with bread
appeared on tablets found near Babylon. In Mesopotamia written in uniform
text discovered by the Sumerians and dated around 1700 BC probably as an
offering to the good Marduk

INDUSTRY PROFILE

. Spices and aromatic vegetables products were used as a flavouring

or condiment normally refer to the derivatives from certain herbs like seed,
Leaves, Bark, root etc. They were used mainly for enhancing taste of the
food. The word spice is derived from the word spices which was applied to
groups of exotic foodstuffs in the middle ages.

Spice term was formerly applied also to pungent or aromatic food,

as ingredient of incense or perfume and to embalming agent. Modern trend
to limit the term to flavouring used in food or drink. Although many spices
have additional commercial uses eg: as ingredients of medicine,
perfumes, incense and soaps.

The earliest literary record in India on spice is the Rig Veda.

(BC1500). The story Indian spices dates back to BC 7000 years into the past
during the period of gulf of Campattu, which is discovered into the sea shore
of Gujarat. In the modern world major thrust traditionally a country of

4
agriculture India leads the trade spices can improve the palatability and the
appeal of dull diets or spoiled food piquant flavours stimulate salivation and
promote digestion in tropical climate. On the other hand they can add sense
of inner warmth when present in cooked foods used in cold climate in India,
traditionally, spice, formed a part of common man’s daily food.

INDIA AND SPICES

India produces 2.5 million tones to 3 million tones of spices annually. India
produces spices of different categories worth around US$ 3 billion. In terms
of volume and value, India accounted for 46 percent and 23 percent in value
of global spice trade. (Source: Spices Board India) India accounts for 25-30
per cent of world’s pepper production, 35 per cent of ginger and about 90
per cent of turmeric production.

Among the Indian Federal states, Kerala tops in pepper (96

percent), Cardamom (53 percent), Ginger (25 per cent) production in the
country. Andhra Pradesh leads in Chilly and Turmeric production in the
country with 49 per cent and 57 per cent. In coriander, cumin and fenugreek
production in the country, Rajasthan emerges as the largest producer with 63
per cent, 56 per cent and 87 per cent. The world spice trade is estimated at
US$ 1.5-2 billion in terms of value and 500,000tonnes in terms of quantity.

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CURRENT SCENARIO

Within the past one decade, the international trade in spices has
grown by leaps and bounds. As estimated 500.000 tone of spice and herbs
values 1500 million US dollars are now imported globally every year. An
impressive 46% of this supply comes from India. India’s exports and spice
extracts have made spectacular growth attaining over 50% of the global
market within a short span.

This remarkable achievement is boon of a sea change in the industry

scenario.

The Indian share

At present India produce around 2.5 million tones of different spice

valued at approximately 3 million US dollar, and hold the premier position
in the world. Because of the varying climate suitable for the spice cultivation
almost all spices are grown in this country. In almost all spices are grown in
this country. In almost all the 28 states and six union territories of India, at
least one spice is grown in abundance. No country in the world produces as
much variety of spices as India.

EXPORTS OF SPICES FROM INDIA

India can now boast as the monopoly supplier of spice oils and
oleoresins the world over.
In the case of curry powders, spice powders, spice mixtures and spices
in consumer
packs, India is in a formidable position. The consistent effort of the
Board during the last
one decade has improved the share of the value added products in the
export basket to
60%

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 COMPANY PROFILE

ABOUT THE COMPANY

The Eastern Group was founded by Mr. M. E. Meeran,

chairman of the group. He started his activities as a business with a
wholesale provision goods shop at Adimali in 1969 named “Eastern trading
company” and it was being called as “E.T.C”. Eastern Coffee and Curry
Powder established in 1983 as a pioneer in the state to produce packed curry
powders, coffee powder and food products. Eastern Condiments was
established in 1991, as expanded form of astern Coffee and Curry Powder,
and employing 150 employees where as Eastern Coffee and Curry Powder
were employing 20 workers.

Today the company has grown in to the favourite in India. Eastern

Condiments Pvt. LTD. is a well established name as Kerala’s largest
manufacturer of condiments and one of the leading brands among the South
India. The company exports its products to Saudi Arabia and the United
Arab Emirates for the past few years and now the company exports its

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products to various parts of the world like Middle East, the U.K, the U.S.A,
Australia, Germany etc.

The production at the initial period was only 100kg per day. In
those days, the process of production was enhanced from grinding to
pulverizing and so the production could also help to preserve the natural
taste of the powder. As Eastern curry powder unit could not meet the
increased demand, establishment of Eastern Condiments with a production
capacity of 20 tones a day was a absolutely necessary. From the initial
production capacity of 100kg per day, now it can produce around 78 tones
per day.

The purity and freshness of Eastern Curry Powders made

“Eastern” a house hold name in India and abroad. Bringing high quality
products every day at affordable prices to the common man for his daily use
is the ultimate goal of Eastern group of companies. Treating the customers
with commitment for quality at the right price in all products is their formula
for success.

Eastern Condiments was established in 1991 .100000 Kg of

sales was registered in 1991. The company is the leading brands in India and
second most popularized brad in Kerala .The company hold 75% market
share and it follow cash and carry method. The company follows direct
distribution and it had 86 routes. Now the company had 1500 employees and
the last year turnover was Rs. 450 Cr. The company plan to attain the target
of Rs.1000 Cr by 2012

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Awards Won

The eastern group has won many prestigious awards for its
outstanding performance by Spices Board India for 8 consecutive years from
1998 to 2004-’05. Mr.M.E.Meeran, Chairman of Eastern Group was
awarded as the “Best Business Man Of The Year” by Business Deepika
(leading business journal in Kerala) in 2007-2008. He is also the award
winner of “Best Entrepreneur Of The Year” by Mangalam Publications. The
company has also won the FACT MKK NAIR MEMORIAL
PRODUCTIVITY award for the year 1995-’96.

The company has got ISO 22000 and the HACCP certification.
Eastern was the first company in India to get ISO 22000 certificate. Every
award has been a stepping stone for achieving greater heights and look
forward for higher goals. The foresight of the chairman is the guiding light
for the blazing track of the group.

The Management of the Company

The Eastern group is managed by termed professionals and family

members.

From the very beginning, Mr.M.E.Meeran has been the chairman

and the Manager of the Company.

In addition, Mr.Navas Meeran, Mr Firoz Meeran,

Mr.S.M.Mohammed and Mrs. Nabeesa Meeran hold the Board of Directors.
Besides, there is an administration office working at Ernakulam for its
accurate administration. As head of administration, there is a Chairman and
below a Vice chairman

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 PRODUCT PROFILE
Eastern processes and manufacture Spices
and blended spice powders. Spices are procured from the finest plantations
in Kerala, India.

DIRECT POWDERS
♦ TURMERIC POWDER
♦ CHILLI POWDER
♦ CORIANDER POWDER
♦ BLACK PEPPER POWDER

DIRECT SEEDS

♦ MUSTARD
♦ CUMIN
♦ BIG JEERA
♦ MEETHI

BLENDED CURRY POWDER

♦ RASAM POWDER
♦ SAMBAR POWDER
♦ PICKLE POWDER
♦ FISH MASALA
♦ CHICKEN MASALA

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 ♦ MEAT MASALA
♦ BIRIYANI MASALA
♦ GHARAM MASALA
♦ KABAB MASALA

PICKLE
♦ MANGO
♦ TENDER MANGO PICKLE
♦ GINGER
♦ GARLIC
♦ LEMON
♦ DATES
♦ PRAWN
♦ MIXED VEGETABLE

Outsourced product

Company outsource the manufacturing\procurement of the following

product.
♦ TAMARIND
♦ RICE PALADA
♦ COCONUT
♦ GINGELLY OIL

The product is tested in the laboratory prior to acceptance.

The outsourced units are inspected based on established parameters

annually.

Company vision

 To be the preferred supplier catering to the basic needs of the mass

market by providing products and services of outstanding value
through the adoption of global standards and innovative practices.

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  To be the preferred employees in the group they are in by providing a
challenging work environment and adding value to our people
through varied exposure and continuous education or shared learning.

 To be preferred business partner to the entire stakeholders by

providing them exemplary benefits and shared growth.

Company mission

 To provide good quality goods to the present and prospective

customer so that company can prosper more.

 To have continuous availability of product of Eastern so that there

shall not be any shortage of goods in the market.

 To give the customers delight that is giving more than what is

expected by the customer.

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CHAIRMAN VICE

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EASTERN GROUP OF COMPANIES

Eastern Group of Companies is a group of companies with diverse

interests and a world leader in Indian spices. Eastern has ventured into
various areas like tyre retreads, mattresses, garments, packaged foods,
mineral water and public school and has many more projects in its dream.
The detailed description of each company is given below;

1. Eastern Curry powders

The company has provided their consumers with consistently high quality
powders and blends. Eastern Condiments operates from two modern
factories situated in the Western Ghats of South India

• Natural Spice Powders

• Eastern turmeric Powders

• Eastern Chilly Powder

• Eastern Coriander powder

• Eastern Black Pepper Powder

• Eastern Curry Powder

2. Sunidra Mattresses

Sunidra mattresses Pvt.Ltd. was set up in 1999 to manufacture

rubberized coir mattresses with a state of the art factory in Thodupuzha. The
popular brand of rubberized coir mattress manufactured by Sunidra

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Mattresses Pvt.Ltd.is slowly growing to be a market leader in the country.
Sunidra has own the ISO 9001-2000 certificate.

Sunidra is made of rubberized coir sheets that are produced from 100%
natural latex without any added waste. These rubberized coir sheets are air
permeable and have natural breathing qualities, it doesn’t cause any allergies
and also recyclable.

3. Eastern Aqua minerals

Eastern Aqua Mineral, a recently launched company was set up in the

year 2002.Eastern Aqua Mineral entered the area of packaged drinking water
with the state of srt plant located at Eranakulam district. Eastern packaged
drinking water of highest purity standard, high quality with control, 1286
testing facilities and quality product with international standards. It is
available in convenient sizes. Eastern packed drinking water is also priced
attractively in keeping with Eastern’s view of bringing high quality products
to the common man at the right price.

4. Eastern Public School

The Eastern group entered the area of education with the getting up of
the Eastern Public School. Mrs. Nabeeza Meeran has been the Principal of
Eastern Public School. This school ensures a high quality education from
kindergarten to primary levels with C.B.S.E syllabus providing all the
residential facility residing at the heart of Idukki District

5. Eastern Treads Ltd.

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 Eastern Treads Ltd. Is a public company engaged in the
manufacturing of quality procured tread, cushion, bonding gum and black
vulcanizing cement. Its branches all over India have been showing consistent
high performance and growth. The factory has annual turnover of 12 crore
and it is located at Oonnukal, Kothamangalam. The company has a
processing capacity of 12 tonnes of cold rubber per day with nation wide
market network. This company is in the service industry for rethreading
tyres and the service plant is located at Vazhakulam. The company services
by rethreading of used tyres on an average basis of 1500 tyres per month.

6. King Richard Shirts

King Richard, a brand of men's wear from Eastern Clothing

Company was set up in 1999. This brand was targeted at middle class. King
Richard Includes all the trends of colour combinations and designs of
fashion shirts and trousers with a view to meet the aspiration of working
class with a quality ready wear at responsible price in the international
styles.

This factory has the production capacity of 15,000 shirts per month.
Top quality fabrics are used in the manufacture of King Richard brand shirts
(utilizing 100% of cotton from India and European brands like Bergamo,
Brembana, Italian fabric etc.). This brand usually comes out mostly formal
and casual styles; but also makes small numbers of semi-casual styles.

16
COMPATITORS INFORMATION

The company has many competitors in the market

because the condiments industry it also small scale industry.
So the company faces competitors mainly from three
different states like

Kerala - Melam, Priyam, Saras, Bramins, Ruchi, Double

Horse

Karnataka -M T R

Tamilnadu – Shakthi

Food safety management system

Eastern company has established documented , implimented and

maintained an effective food safety management system and update it when
necessary in accordance with the requirements of this international standard
ISO 22000:2005 and HACCP

The company has

♦ Ensured that the food safety hazards that may be reasonable expected
to occur in relation to products within the scope of the system are
identified evaluated and control in such manner that the product of the
organization donot directly or indirectly, harm the consumer,
♦ Communicated appropriate information through out the foood chain
regarding safety issues related to its products,

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 ♦ Communicated information concerning development implementation
and updating of the food safety management system throughout the
organization to the extent necessary to ensure the food safety required
by this international standard, and
♦ Evaluated periodically and update when necessary the food safety
management system to ensure that the system reflects the
organizations activities and incorporates the most recent information
on the food safety hazards subject to control.

FOOD SAFETY POLICY

Eastern Condiment p ltd is committed to supply safe and hygienic

spice powder, masala powders, pickles rice and coffee powder to our
customers through control of food safety hazards in the raw materials
using greatest process technology maintaining hygiene and sanitation
conditions, practicing personal hygiene system to the expectations of our
customers by complying with statutory and regulatory requirements.

LEGAL FRAMEWORK OF THE ORGANISATION

Eastern Condiments Pvt Ltd is incorporated under THE

COMPANIES ACT 1956 on 26th Feb 1991 having its registered office at P.
B no:15 Eastern Valley Adimali. The Authorized share capital of the
company is Rs 35, 00,000/- divided into 3500 shares of Rs 1000 each.

ROLE OF ISO 22000 IN EASTERN CONDIMENTS PVT LTD

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 Eastern is the first company in India and second in
Asia to get the ISO 22000 certification issued by Food Cert BV
Netherlands and accredited by RvA, the first body in the world for
food safety accreditation. Eastern got ISO 22000 for food safety in
September 2005.

The organization shall ensure the following basic requirements for

the implementation of ISO 22000.

 The food safety hazards that may be reasonable expected to

occur in relation to product within the scope of the system are
identified evaluated and controlled in such a manner that the
product of the organization do not directly or indirectly harm the
consumers
 Communicate appropriate information through the food
chain regarding the safety issues related to its products
 Communicate information concerning development,
implementation and updating of food safety
 Evaluate periodically and update

The ISO gave only the basic documents of the pre – requisite
programs and the company has to work out in its own way for
implementing ISO.

DEPATMENT IN EASTERN

 Human resource Development

 Finance and Accounting
 Production

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 ♦ Maintenance
♦ Quality control
♦ Production Planning and control

 Marketing
♦ Export
 IT Department

HUMAN RESOURCE DEVELOPMENT

DEPARTMENT

DEPARTMENT CHART

Vice President Operations

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 Senior manager H R

Senior officer H R &

Administration

H R Officers

RECRUITMENT

Recruitment is the process of filling the vacancies in an organization.

It is the first steps in selection process.

In Eastern, direct recruitment method is used frequently for recruitment .The

firm places job advertisement in Malayalam and English newspapers. And in
TV, media and tries to attract as much as calibre people from the outside.

The company also have internal recruitment for filling the post by efficient
and skilled workers from the rank , promotion and panchayat have preferred
local candidates who belongs to surroundings.

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SELECTION

In Eastern, the selection process is only through direct interviews.

Employees are transferred to the different departments on the basis of their
skills.

TRAINING AND DEVELOPMENT FOR EMPLOYEES

Senior manager HR and Administration shall be assigned to

facilitate or coordinate training facilities to enter organization as per the
requirement of each requirement. All personal shall be aware of their role
and responsibilities in protecting product from contamination or
deterioration.

TRAINING NEED ANALYSIS

Training can be evaluated at any of three stages; Input, Throughput,

Output.

The following training need has been identified based on the

competency requirements for ensuring the food safety conditions of the jobs

assigned to the staffs for the year 2009-2010.

Training required to:

 Fire and safety

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  Legal update
 Communication skill
 ISO documentation
 Leadership development
 Pollution control
 HR concept & welfare
DESIGNING TRAINING PROGRAMME

 Training summary
 Training feedback
 Identification of training need
 Training effectiveness analysis report
 Training calendar
ASSESSMENT OF TRAINING EFFECTIVENESS

Periodic assessment of the training programme shall be carried out

as well as the routine supervision and checks to ensure that the procedures of
food safety are being practiced. The concerned HOD’s or in the case of
workers; immediate supervisors will be responsible for measuring the
effectiveness of training according to the form by any of the methods:

 Personal/group interview
 Questionnaire method
 Feedback form in events or practices
 Submission of report
INDUCTION AND ORIENTATION

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 Planned introduction of employees to their jobs, co-workers, and the
organization. Orientation also called introduction is designed to provide a
new employee with the information he/she needs to function comfortably
and effectively in the organization.

TYPES OF ORIENTATION

 Formal
 Informal
 Individual
 Collective
PERFORMANCE APPRAISAL SYSTEM

Eastern is following a special type of system for appraising the

workers that is the Key Result Area. Here the performance of individual
employees is evaluated by his immediate superior officers. The officers will
evaluate the employee’s performance on the basis of result produced by
them and give a report to the board for a particular period of time. If the
board is satisfied he\she will forward it to the top level management by
recommending on incentive\ promotion.

WAGES AND SALARY

The wage payments are made into two systems:

 PIECE RATE SYSTEM

Under piece rate system of payment, wages are paid on
time production goes up when wages are paid according to piece rate
system. This mode of payment prevails on the packing section.

24
  SALARY SYSTEM
This mode of payment is applicable for the rest of the
workers which also includes the loading and unloading workers.

LABOUR WELFARE FACILITIES

The company provides a lot of non-monitory benefits to their

employees. Some of them are as follows:

1. Transportation
Transportation is provided to the employees to different
destination points @ a subsidized rate.

2. Canteen facilities
All the employees are given free food at Eastern

3. Personal Protective Equipments.

Personal protective equipments like head wears; aprons
and uniforms are provided to the worker.

4. Medical Insurance.
The employees are provided with medi-claim policy, which
gives free medical insurance to the employee and his/her family.

5. Pension Scheme.
The scheme has been formulated for those employees who
have retired from their job.

6. Annual Medical Check- up.

The employees are provided with free annual medical
check-up

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 7. Tours and Picnics.

Tours and Picnics are conducting once in a year which

increases the motivation and initiatives of the employees.

PAYROLL PROCESSING

In eastern, payroll processing is done by the process of book

Recording

GRIEVANCES REDRESSAL

Generally, grievances mean any factors involving wages,

hours of work or condition of work environment. In Eastern, all
work as a family and all workers are free to make know his
superior, if he has any grievances. The company has kept some
persons in the company itself where the employees can directly
com and tell his problems in any case and it will slowly reach the
management. For this, the company also conducts some training
programmes and meetings where the employees can speak about
any problem he has in the company.

FOOD SAFETY OBJECTIVES OF HR DEPARTMENT

 To provide at least 12 hrs training to every employee yearly about

food safety..

26
  To ensure provide induction training new employees within two
weeks from date of joining

WOMEN EMPOWERMENT:

Eastern Condiments gives preference for women as their workers. Around

80% of workers are women

FINANCE DEPARTMENT

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DEPARTMENT CHART

BOARD OF DIRECTORS

COMPANY SECRETARY

FINANCIAL CONTROLLER

ASST.GENERAL
MANAGER

ASSISTANT MANAGR
TAXATION DEPUTY MANAGER

OFFICER ASSISTANT MANAGER

OFFICERS

The total number of workers working under finance department is

22. The software used in accounting system is Orion system developed by
ICICI INFOTECH. The company planning to implify INITIAL PUBLIC

28
OFFERINGS (IPO). The prominent bank of the company is Federal bank,
Adimali. The department makes monthly ledgers checking for expenses
control.

A/C RECEIVABLE & PAYABLE

The company also have credit sales and purchase. They gives bills to
their debtors and receive bills from creditors for credit dealings. The bills are
transferred to cash within short period.

INVESTMENTS

The company invest in FDI last year on the basis of IRR.

SOURCES OF FUND

The main sources of fund from sales, and overdraft from bank

TAX PAYMENT

A separate department working under finance department called Tax

Department. Tax payment through e-filling in 15 th day of every month.
There are 50-60 crores will pay for sales tax by the company.

FRINGE BENEFITS GIVEN TO EMPLOYEES

 GRATUITY

 BONUS (11%)

 PROVIDENT FUND (12%)

NET PROFIT & GROSS PROFIT

The profit for the year ended 31st march 2009 is

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48 crore turnover in last year

20,028.25 Lakhs- Gross profit

Profit After Tax is 591.79 Lakhs

WORKING CAPITAL MANAGEMENT

Working capital managed by the company by using overdraft from bank.

The company is dealing with the federal bank.

PRODUCTION DEPARTMENT

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DEPARTMENT CHART

Head production

Production
manager

Assistant manager
MPD

Senior supervisor

Supervisor

Worker

PRODUCTION PROCESS

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 RAW
MATERIALS

DESTONING

CLEANING

POWDERI
NG

ROASTING

BLENDING

PACKING

LOADING AND UNLOADING

Loading and unloading of raw materials are done by workers in Eastern

itself.

SCHEDULING

32
By analyzing the demand based on the sales for past three months, they will
schedule the raw materials, working time, number of workers needed, and
product quantity.

INVENTORY MANAGEMENT

As the final product is a food material, the company didn’t manage

inventory. They will sell whatever they produced.

RESEARCH AND DEVELOPMENT

Research and development wing has doing researches about how to improve
taste and the quality of the products.

AVOIDANCE OF ACCIDENTS

For safety conditions, the company sets a safety measure known us C C P:

Critical Control Point. The company pay more attention on most dangerous
zones which have a wide possibility of hazards.

SAFETY MEASURES

Workers should wear aprons, masks, caps while working in the production
department. The company takes necessary steps for preventing fire and
natural hazards.

MACHINERY MAINTAINANCE

The company maintains a separate department called MAINTAINANCE

DEPARTMENT for the maintenance of machinery, automobiles, electrical
etc. There are nine workers working under this department. The machineries
are being checked in every week. The company is maintaining entire spare

33
parts for the machineries, so that if any machinery is break down, they can
replace it immediately.

PRODUCT STANDARDS

. Eastern is the first company in India and the second company in Asia got
ISO 22000 Certification.

Eastern got ISO Certification in the year 2000-20005.The Organization shall

ensure the following basic requirements for the implementation of ISO 2200.

 The food safety hazards that may be reasonable expected to occur i

relation to products within the scope of the system are identified, evaluated
and controlled in such a manner that the products of the organisation do not
directly or indirectly harm the consumers.

 Communicate appropriate information through the food chain

regarding safety issues related to its products.

 Communicate information concerning development, implementation

and updating of food safety

MARKETING DEPARTMENT

34
 DEPARTMENT CHART

BOARD OF DIRECTORS

SENIOR MANAGER SALES

ADMINISTRATION

DEPUTY MANAGER

ASSISTANT
MANAGER

SENIOR SALES
EXECUTIVES

Senior sales
executive

Sales executive

Driver
Stock assistants

35
MARKETING FUNCTIONS

• Developing marketing strategies

• Capturing marketing insights
• Connecting with dealers & consumers
• Building strong brand image
• Delivering value to customers

PRODUCT DISTRIBUTION CHANNELS

 Factory fresh outlets

 Whole sellers
 Retailers

MARKETING STRATEGY

Company follows push and pull strategy in the case of marketing.

Merchandise strategy is also followed.

TARGET ACHIVEMENT METHODS

Increments and spif are given based on the performance of the sales
executives

MARKETING PRODUCT LINE

 Spice powders
 Pickles & pickle powders
 Rice flower
 Tea & coffee

36
CUSTOMER BENEFICIAL & SATISFACTION IDENTIFICATION
METHODS

 Yearly conducting dealers meet

 Customer satisfaction details collected from dealers

IDENTIFICATION OF CUSTOMER EXPECTATION

 Through SMRI – Professional survey team

 Through dealers

CUSTOMER ORDER RECEIVE AND FOLLOW UP

The orders receive from dealers in weekly once.

MARKETING TOOLS & TECHNIQUES

The various sales techniques consist of:-

1. Route Sales
2. Factory Fresh Outlet
3. Inter Company Sales
4. Export Sales

DEMAND ANALYSIS

The average percentage of three constitutive months plus 5 % of the

average sales.

37
METHODS OF OVERCOMING COMPETITORS

There is no stiff competition faced by the company, that’s 70%

market share belongs to companies product. The total number of competitors
of local market is 187

MARKET SEGMENTS

The company’s product mainly segmented on the basis of

geographical, cultural and customer features.

ADVERTISEMENT & SALES PROMOTION

 NEWS PAPER
 TELEVISION
 DISCOUNT

PRODUCT PUBLICITY

Mainly through advertisement

CUSTOMER RETAIN MANAGEMENT

Eastern products are already branded. The company give more

importance to quality of the products, so the products already have regular
customers.

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PRODUCT SELLING PROCESS

The sales executive for each route gives the order to be dispatched to
each sales depot. He also takes care of the billing and cash transactions.
After making a sale, a sales invoice is made and the summary is given to the
cash department. The sales assistant places the order to different shops.

After the delivery of goods, the vans return and by verifying the order
form, the stock is checked. The accounts are maintained on a weekly basis.
The company has around 40000 retailers. Mainly, cash transactions are
undertaken and credit facilities is entitled to only around 200 parties.

On every Monday following the production week, the products are

distributed from the group’s sales depot to every retailer by company’s own
vehicles. A string of vans carrying freshly powdered spices is a common
sight on the mountains. This is one of the important advertisement
techniques of the company. The advertisements through these vehicles have
no additional cost. There are hundreds of vehicles carrying freshly powdered
spices distributing the various products across the state. It gives maximum
publicity and advertisement to the company and the brand.

A meeting of the sales executives are held every week after they return
from their different routes. Here, every aspect of the weekly sales will be
discussed and any problems arising can be brought to the notice of the
management.

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By direct distribution the company has achieved a lot of benefits. Some of
them are as follows;

• They can deal with the wholesalers and retailers directly at their
door step.
• The company can contact the dealers and traders continuously and
evaluate the business.
• The company can avoid the role of intermediaries in the
distribution of the product. It helps to avoid unnecessary
commission, brokerage and other related expenses.
• The company can maintain a good relationship with the
wholesalers and retailers.
• The company’s own vehicles undergoing distribution aids to give
an important mode of advertisement in addition to the other media
advertisements. This incurs no additional cost.

Eastern Condiments has entered into World market in the recent years.
In India it is capturing both urban and rural markets. In Kerala it is the
market leader with more than 60% market share to almost all its products. In
Tamil Nadu and Karnataka the company holds a 20% share and it is gaining
strength. It is also to be noted that 50% of the market is still using
homemade products, 50% of the market is still untapped. So there is lots of
growth potential for the company.

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EXPORT DEPARTMENT

Exporting of products are done under a separate department in the

company.60% of the total production are exported to various countries.90 %
of goods are exporting to gulf countries and 10% to Australia, UK etc.
Pickles are exported in bottles and chilli and chilli powder in boxes.

Every year, an average of 40 % growth in exporting are acquired by the

company.

Money transaction is in dollars and exporting is by the way of direct

exporting

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 IT DEPARTMENT
DEPARTMENT CHART

BOARD OF DIRECTORS

IT MANAGER

SENIOR OFFICER

OFFICERS

SYSTEM CONFIGURATION

 RAM 512mb
 HD 80 gb

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SYSTEM ANALYSIS & DESIGN

The centralized software that is ERP ORION is developed by ICICI

INFOTECH. And other three softwares that is -ECPL software for

accounting department, another home developed software is fuel
management software, It is used in the workshop of eastern pump
management

FRONTEND & BACKEND TOOLS

 frontend-devoloper
 Backend-oracle

IDENTIFICATION OF ERROR

Full centralized scanning from the corporate office.

SYSTEM PROTECTION

MS fore friend Antivirus used for system protection.

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 SWOT ANALYSIS

Strengths

 It is the largest exporter of spice powder in consumer pack from India

that export mainly to Middle East, USA, UK, Australia, and 60% of
its products and has presence in 10 countries.
 Award for outstanding export performance by spice board India for 8
consecutive years(1997 98-2007 08)
 Direct sales company owns vehicles under going distributive aids to
give an important mode of advertisement.
 Fully computerized dept so easy handling of transaction and
documents.
 Ensures high quality in all products through modern lab facility.
 Company has HACCP, ISO 9001 2000, and 220000.certification.
 Eastern was selected as second among most popular brands in Kerala
by the Dhanam Business Survey in 2008.
 In Kerala, Eastern is the market leader with more than 70% market to
almost all its products.
 First company in India and second company in Asia to get ISO
22000.
 About 80% of the workers are women. The company make more
concentration on women empowerment

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. Weakness

 Company doesn’t maintain public relation department separately.

 Lack of research in marketing level.
 Location of factory is not suitable for easy transportation.
 While bearing the name Eastern, the consumers are having only the
image of curry powder and they are not aware of other product.
 Consumers are not aware about the ISO certificate.
 Company not paying much attention making consumers aware of ISO
22000.

Opportunities

 Attract foreign investment for further development.

 Participation in International exhibitions and food fest.
 Possibility of getting listed as a public Ltd, company.
 Extend product line (instant gravy mix) like other rivals.
 Extent market to other countries also.
 Availability of pickles in local markets
 Starting of exclusive showrooms in different parts of state.
 Starting a spices garden it gives two opportunities :
♦ Can be used for research activities.
♦ Can be promoted as a tourist centre
 Vegetable marketing company is already well known among huge, so
a branded vegetable shop is an opportunity.

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Threats

 High competition in local national export market.

 Each year hundreds of new curry powder companies are arising in
whole market.
 Upcoming retailers and their product.
 Unexpected climate change.
 Appreciation in money value.
 Change in consumer attitudes and preferences.

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 CONCLUSION

The study conducted at Eastern Condiments Pvt. Ltd., which is one of

the pioneer in Condiment industry and the market leader in variety of
packaged curry powders in South India. It was a general study
regarding all functions and aspects of Eastern Condiments Pvt. Ltd.,
and giving more importance to Human Resource, Marketing, Finance,
Production, and Export & E.D.P. It is found that a cordial relationship
is maintained between all departments for the smooth functioning and
achievement of the organizational goal of maintaining the market
leadership and company’s image. Eastern has achieved these enviable
heights mainly due to the hard work and commitment of quality besides
bringing a good product at right prices to the consumers.

The study helped me to understand that how the company identifies

the right taste of the consumers and how it became the leading brand in
south India and largest exporter of spice powders in consumer pack
from India. I was also able to understand some of the opportunities and
threats of the company. . In the organization study the researcher had
gone through a detailed study on the implementation of ISO 22000
Certification.

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Being a student of MBA, the internship entitled ‘An organizational
study at Eastern Condiments Pvt. Ltd.’ has benefited me with so much
of confidence and awareness, so as to be capable of myself to work in a
firm. The study gave me an opportunity to experience and improves my
practical knowledge besides my theoretical knowledge about an
organization.

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