CH- 7 MAPRO

•INTRODUCTION
•MISSION AND
VALUES
•HISTORY
•PROFILE
•PRODUCTS
•CONCLUSION

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 INTRODUCTION

Mapro Foods Private Ltd. Is a fruit processing

company , which is situated at panchgani ( near
Mahabaleshwar ) a panoramic and beautiful hill
station of western India. Panchgani is 100kms from
pune and 250kms from Mumbai and is just off the
Golden Quadrilateral. Panchgani was established by
the British for the education of their offspring’s
resulting into a hub of schools. It is knows for its
famous schools. This beautiful hill station of India
possesses the health, housing and other amenities
and attracts more than a million visitors every year.
Mapro is in the fruit processing business over more
than forty years and it is known for quality and
innovation in the industry The Brand Mapro is a Well –
recognized brand in India. The Company has Shown
organic growth over the last four decades
representing sound financials with sustained
profitability

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.The Company was founded by visionary Shri Kishore
Vora, a Pharmacist, and at Present is
headed by Shri Mayur J. Vore who is the Managing
director of the Company.Shri mayur J. Vore , an
alumunus of II MB , is
Heading The Organization for last 20 years and has
enhanced the Vision of Kishore Vora by
transforming Mahabaleshwar, into Fruit processing
zone of the Nation.
MAPRO has also developed innovative “ Fruit Jesllies “
( Soft Confectionary with Fruit Juice & Fruit pectin )
Our Plant
Nursery:
What began as a party – time hobby has now
becomes a passion. While we have a sizeable the
collection of rare species, it is our cacti green house
that steals the show. Over two hundred grafted &
flowering varieties have been collected form different
parts. For those who roses, a walks in our rose garden
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is a must.( Over 50 varieties bloom in season ) Some
plant which row Well in Mahabaleshwar are available
for sale.

Mission and values

Mapro will develop, produce, package & sell
food products, with high regards give to our
customers by implementing and continually
improving Quality Management system & food
safety management system to meet & exceed
customer’s expectations

HISTORY

Over 40 years ago, in small town of Panchgani, near

Mahabalesshwar, a businessman named Kishor Vora
decided to make some Strawberry Jam. Today his ‘
Hobby ‘ has born fruit in the shape of Mapro …. One
of the most modern,

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hygienic, quality conscious Jam and fruit products
Manufacturing Concers in Western
Mr. Vora could have rested easy on success of his
Fruit recipe. But he wanted to on develop innovative
ideas such as Vegetarian Jelly Sweets, fruit cubes with
fruit Juice and Rose syrups with Rose patals….
All for the first time in country . Mapro naturally grew
on its founder’s philosophy of good, wholesome
nutritious, value – for money, and above all, a touch
of imagination – ingredients that have made it a
market leader and a household name today.

Mapro Jams:
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Jellies, Sweets, Honey, Syrups, crushes ,
Squashes and Toppings are not only know for
this wholesome taste and quality but
also due to their health properties and their
higher natural fruit content.
Mapro is today India’s largest processor of fresh
Strawberries in the form of Jams, Crushes,
Syrups, Squashes and Toppings Strawberry
Crush, Is used in Variety of delicious items such
as milk shakes, sherbet, lassies, Ice- cream ,
falooda, Deserts, Fruit Salads & Mock tails
Strawberry Jam with whole fruit is an
Exclusive Specialty Gingerale and kokum syrups
made form the fruit extract not only

prepare a soft drink but are know as appetizers and

have antacid properties.

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Khus syrups are made form vet verra roots and Rose
Syrup ( our largest seller ) is made using natural Rose
pertals. Both knows for
their Coiling
Properties
Barley Water, squash & Cordial are made using Lemon
Juice contain Vitamin ‘ c’ Strawberry Squash and
Orange Squash are made form very nutritious fruits.
Kesar ( Saffron ) Syrup is made using Saffron from
Kashmir, the worlds costliest spice. Thandai Syrup is
made with Almonds and Spice including Saffron from
Tradition North Indian recipes.
Mapro Sweets: are made from Fruit Juices and Liquid
Glucose are known to be Pioneer Vegetarian Soft
Sweets in Indian. Recently we have Introduced a
Dessert Toppings Today Mapro is leading Supplier of
tasty as well as

nutritious fruit product to the International market.

Mapro is know to care for its employees. Mapro is a
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home where there is mutual understanding between
employee and employer like members in the family. It
features a blend of
hard work and dedication. It is now in the process of
certification under ISO 9000.
Mapro Foods Plans To Spread To Spread Its
Wings:
Mapro Foods, the Mahabaleshwar _ Based
makers of squashes,
Jams and confectioneries is looking for a pan –
national presence for its products. The 25 year’s
– old brand, primarily known in the Country
Under his, 16 cities in the north and 10 cities in
the south will soon start stocking Mapro brand
products. Mapro foods CEO Mayur Vora told FE
that

the focus is now on the northern and southern

regions after establishing a presence in cities

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like Mumbai, Pune and Ahmadabad. The
strategy adopted by the it is more bullish on its
foray in to northern and southern regions rather
than penetrate into the hinterland of
Maharashtra. “ In the north, We are beginning
with Delhi and will subsequently take our
products to cities like Kanpur, Lucknow and
those in Punjab. The forty in the southern
market will begin in six months. Where initially
we are targeting 10 cities,” Mr. Vora said. The
company is in the process of establishing a sales
force to a monitor the spread in these regions.
The strategy is to have a single distributor for
each city to ensure product

placement in the supermarks, Shopping malls.

Dry fruit shops and general grocery stores. In
order to track the movement of products from
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the distributor to the retailer, Mapro is putting in
place an online module which will enable the
sales force to feed daily sales trends And
figures “A single distributor for the city and
vicinity enables us to exercise better control
over the inventory and also ensures better on
brand – building activates, Mr. Vora said the
company will concentrate on point – of- sales
promotion rather than embark on a grandiose
brand – building activity print and electronic
media, He said Mapro as a brand was small to
sustain a large – scale media blitz. That is why
the

initiatives have been restricted to point – of-

sale.
Since Mahabaleshwar is a premier hill station in
Maharashtra attracting tourists by the thousand,
brand – building is conducted through free
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tasting counters for jams, crushes, syrups,
squashes And confectionery he
added “ Footfalls at our factory premises enable
us to promote our brand through word- of-
mouth which to a large extent has brand
through word-of-mouth which to a large extent
has been instrumental in our success in the
western region,”Mr. Vora said. Mapro foods has
a turnover of Rs 10 crore and is looking at a 50
per cent growth annually, according to Mr. vora.
The company plans to increases its
manufacturing capacity by adding

around 5,000 tonnage to the existing 2,000

tonnage capacity at Mahabaleshwar.
Fruit processing player Mapro foods, known for
its strawberry crushes and Jams,
is planning to get into the frozen vegetables
sector soon.
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The company has set the ball roiling at its new
plant near Mahabaleshwar by blast freezing
2,000 tone of methi, palak,okra and patra
leaves. Mayur Vora, MD Mapro Foods said the
first pilot consignment of frozen vegetables was
being exported to the US through a third Party.
Once the démodé picks up, we will begin to
freeze more vegetables,” he said .” There is a
huge market Overseas for frozen vegetables
that have not been processed. Blast freezing
helps retain the flavor

without adding any kind of additives. With a

shelf life of six months, the consumer
could cook the vegetables normally like fresh
vegetables,” Vora said.
Besides vegetables, Mapro has frozen 300 tone
of fruit this year. The company is currently
processing 20 tone of vegetables per day.”
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Around 50% of the growth would come from
existing products and remaining growth would
come from new products.
“ We are trying to reach out to farmers and get
them to farmers and get them to introduce new
varieties such as brussel sprouts, broccoli and
red cabbage. Many of them are currently
growing sugarcane,” he said. Growth would also

come from the growing domestic market and

demand from retail chains that are
increasingly looking at sourcing vegetables.
Mapro has already received enquiries
from Retail and other smaller chains. The
company is currently supplying to Desai Bandhu
and Mother’s Recipe.
Vora said the company was presently
vegetables from Gujarat and Nashik.” We are in
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the process of forming a seeding market. Once
the exports pick up, we would start catering to
the increased demade both in exports and
overseas,” he said.
An intensive quick freezing freezing facility that
will be operational soon would

help prevent distress sales of vegetables, he

said. Factory Mapro, the well- known company
that makes delicious jams, sauce, sherbets has
its factory on Mahabaleshwar – Panchgani
Road. Here the visitors are given the details on
how the production of their goods takes place.
From here, you can also buy their ‘ fresh ‘
products
Mapro Ice- creams :

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We’ve recently setup a Mapro Ice- cram counter.
Mouth watering Strawberry Honey ( Sugar free )
we serve delicious milk shakes too! For a
refreshing drink you could try our Mocktail
corner, And for six months a years, fresh
Strawberries with Gram!!!!

Free Tasting
Counter
Here you can then tire Range of products…
Jams, Sweets, Grushes, squashes, Mocktails all
free of any charge or obligation go ahead, dlight
yourself !
Mapro Plant Nursery What began as a
part – time hobby has now becomes a passion
while we have a sizeable that steals the show.
Over two hundred grafter & flowering varieties
have been collected parts. For those who love

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rose, a walk on our rose garden is a must .
Over 50 varieties blomm are available for sale.
Cold Storage:
Before you go, Shop factory fresh Mapro
Packaged goods at a special price .From fresh
fruit and vegetables are available in season.
Why not take a literal ‘ Field Tour? ’

Yes , walk right through our strawberry fields

and watch the way . We grow our
fruits and vegetables using biofertilizers For a
more adventures sprit , we arrange a forest
trek ( with prior intimation of course ) . Trained
guides point out enticing sights and sounds to
the fascinated city dwellers .
New Project :
Mapro foods private Limited , one of the leading
food processing companies of India , is planning
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a growth plan to multiply its presence across
geographical regions and product lines it is
setting a state of art ( SOA) food processing
complex at wai , Distt. Satara ,Maharashtra
Which is 70 Kms. From Pune and 20 kms from
Panchagani / Mahableshwar . It is setting a state
of art ( SOA ) food processing complex at wai,
Dist. Satara , Maharashtra which is

70 kms. From Pune and 20kms. From

Panchagani / Mahableshwar .

CONCLUSION
He sees India as a large market and is planning
to a extend its reach to the different parts of
country. Quality is the key , believe some of the
leading players in the industry today and mapro
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is up to it . It lays great emphasis on quality and
has been certified by BVQ for both HACCP and
ISO 9001:2001 for over three years now. Being
in the industry for years , the company

knows what it takes to succeed in the market .

Vora has witnessed the FP industry going
through different phases ,Speaking about
growth and transaction in
the industry , he said , “ The growth over the
last few decades has been slow and also on a
low base. The reason was that the industry was
concentrating on non –traditional or foreign
foods. The market for traditional, non-traditional
processed foods is expected to grow by at least
20 per cent and 10 per cent respectively in the
next five years. ”

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