PROJECT REPORT

ON

Mapro Food Pvt. Ltd.

Wai - Surur Road Wai-412803

Submitted by:

ACKNOWLEDGEMENTS

Every work done needs to be followed by a deep sense of gratitude to those who made it through to success. I take this opportunity to thank all those who rendered their immense help & guidance for the completion of this report. My first word of gratitude is due to Mr. Mangesh Sarode, the employee of the Mapro Food Pvt. Ltd in the Research and Development department, my corporate guide, for his kind help and support and for his valuable guidance throughout the project. I am thankful to him for providing I with necessary insights and helping me out by providing necessary information required. I express my sincere gratitude to my project guide Mr. Amol Sir for his valuable guidance & support given to me endlessly from time to time. Finally, I would also like to thank all my dear friends for their kind cooperation, advice and encouragement during the long and arduous task of preparing this report and carrying out the project.

INDEX
SR. NO. TOPIC PAGE NO.

1. 2. 3. 4. 5. 6. 7. 8. 9.

Introduction Industry Profile Company Profile Product Profile Manufacturing & Production Operations Management Structure Customers & Competitors Objective of the Project Reference & Bibliography

4 5-8 9-10 11-14 15-20 21-22 23 24 25-26

INTRODUCTION

Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products. It is one of the growing companies of India which is situated at Panchgani Mahabaleshwar Road. It produces jams, confectionaries, squashes, jellies and many more fruit products. It is the fruit processing business over more than forty years and it is known for the innovation and quality in the industry. The Chief Executive Officer of the company is Mayur Vora. It has its manufacturing units in Panchgani, Wahi, and Gurgaon. It is most likely to spread its operation in Delhi and Pathankot. There are more than 500 local employees in the company and about 100 contract labourers. Mapro Foods is a well-known brand in jams and squashes. It is a family business started in 1959 by the Vora family, making jams from strawberries and raspberries. Mapro was one of the first to use traditional ingredients to make plant-based beverage concentrates such as strawberry crush and rose syrup. The company was also the first in India to introduce pectin jellies and fruit sweets.

INDUSTRY PROFILE

FMCG industry, alternativel y called as CPG ( Consumer packaged goods ) industry primaril y deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) is those consumables which are normall y consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, suppl y chain, production and general management.

FMCG industry economy The competition among FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is also increasing, specificall y in I ndia, where FMCG industry is regarded as the fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP).

Common FMCG products

Some common FMCG product categories include food and dairy products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationery, household products, photography, drinks etc. and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc

Market potentiality of FMCG industry Some of the merits of FMC G industry, which made this industry as a potential one, are low operational cost, strong distribution networks, presence of renowned FMCG companies. Population growth is another factor which is responsible behind the success of this industry.

Leading FMCG companies Some of the well known FMCG companies are Sara Lee, Nestl, Reckitt Benckiser, Unilever, Procter & Gamble, Coca -Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc.

Market Overview Total Market Size The Indian FMCG sector is the fourth largest sector in the econom y with a total market size of US$18 billion as of 2007. By 2015, the sector is predicted to scale up to US$33.4 billion. The sector generates 5% of total factory employment in the country and is creating employment for three million people, especiall y in small towns and rural India.

Indias FMCG Market Size (In USD Billion)

Sources: Naukri Hub, IBEF, Chennai Online

TOP 10 FMCG Companies in India

S.No. 1. 2.

3. 4. 5. 6. 7. 8. 9.

10.

Companies Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestl India GCMMF (AMUL) Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

COMPANY PROFILE
Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri Kishore Vora. It came into existence in 1959 A. D. The company used to produce jams from strawberries and raspberries when it was established but later it started manufacturing various other products like crushes, squash, confectionaries, sweets, jellies and many more products. The company is one of the leading companies in India. The Managing Director of the company at present is Mayur Vora. The company is situated at CHESSON ROAD, MAHABALESHWAR,

PANCHGANI. The plant is BVQI certified and provided with facility of state of art food park and cold storage. Mapro Foods Private Limited is the flat organization where management works along with their technical and sales functionaries to achieve the vision and mission of MFPL. Mission of MFPL: Mapro will develop, produce, package & sell food products, with high regards for safety, nutrition & taste, which we can confidently give to our customers by implementing and continually improving Quality Management system & food safety management system to meet & exceed customers expectations. History of MFPL: Over 40 years ago, in small town of Panchgani, near Mahabaleshwar, a businessman named Kishor Vora decided to make some Strawberry Jam. Today his 'Hobby' has borne fruit in the shape of Mapro one of the most modern, hygienic, quality- conscious Jam and Fruit Products Manufacturing Concerns in Western India. 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 Petals . All for the first
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time in country. Mapro does not use advertising medium like press, radio and television to propagate its product but the taste of product and nutritional value, and uniqueness result in repeat sales. Today Mapro is leading supplier of tasty as well as nutritious fruit product to the International market. Mapro is known to care for its employees. Mapro is a 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. Most of Mapro's business is largely concentrated in the Western regions of India. Currently, Mapro exports its products to about 12 countries through merchant distributors; these account for less than 10 per cent of its total sales. It has its manufacturing units in Panchgani, Wahi, Gurgoan. The company is going to open its manufacturing units in Delhi and Pathankot lately. The main market segment currently is in Maharashtra and Gujarat. It is also concentrating in expanding its market to the other cities like Kanpur, Lucknow, and in Punjab. The annual growth rate of the company is more than 50%. It earns 40%-50% profits from the sales of its products. The leading product of Mapro is Rose syrup (made from the rose petals and their extracts). For the production of the products the company buys the fruits from both the sectors i.e. the local farmers and market and import from other countries as well. The machineries and other raw materials are imported from various countries like Egypt, China, New Zealand, Australia, etc

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PRODUCT PROFILE
There are various products produced by the Mapro Foods. It is basically involved in producing jams, Faleros, squashes, crush, syrups, ice creams, etc. The various products manufactured by Mapro Foods Pvt. Ltd are listed below along with few details. Jams: Jams are used in various meals courses especially for refreshments and light snacks and they are found tasty with fresh breads buns and toast, parathas, rotis and puri and also on a variety of salted biscuits. Mapro jams are made from the respective fruit pulp, pectin, sugar and citric acid. There are various flavours of the jams that are manufactured. They are:

Mapro Jams
Orange Strawberry Mango Jam Marmalade Jam Mixed Fruit Jam Pineapple Jam Raspberry Jam

Jams are available in the packing of 200 gms (40 bottles), 500 gms (24 bottles), 1 kg (12 pet jars) and 6 kgs (4 HDPE jars).

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Squashes: Squashes are used in the preparation of Soft drinks in chilled water, soda water and ice Lollies and slushs and mock tails. The key indegrients used by the Mapro Foods for the preparation of the Squash are sugar, water, respective fruit juice or pulp and some added indegrients like pectin acid depending upon the flavour or fruit. The different flavours of squashes are:

Mapro Squash
Lemon Squash Lime Juice Cordial Lemon Barley Water Strawberry Squash Orange Squash Strawberry Cordial Lemon Ginger Pineapple Cordial

Squashes are available in the packing of 700 ml (12 pet bottles). Syrups: Syrups have a number of applications such as to make refreshing soft drinks in chilled water, Soda water and in milk for milk shakes and add a taste to Faloodas and Shahi Lassi and Mock tails. Syrup is also used in preparing Ice creams, as dessert topping and to give a taste to ice lollies and Slushs. It uses the same indegrients as the squashes. The various syrups available are:

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Mapro Syrups
Rose Syrup Khus syrup Thandai Syrup Mahakool Syrup Strawberry Syrup Kesar Syrup Pineaaple Syrup

Syrups are available in the packing of 700 ml (12 pet bottles). Crushes: Crushes gives a refreshing and nourishing drink when prepared in chilled water and Soda water. Kokum syrup is also used in Ice Lollies and in the preparation of slushs. Mapro Foods uses sugar, water, citric acid, pectin and the respective fruit juice or pulp. The various Mapro Crushes are listed in the table below.

Mapro Crushes
Litchi crush Strawberry Crush Pineapple Crush Mango Crush Alphanso Mango Crush Kokum Crush Kiwi Crush

Mapro Crushes are available in 700 ml (12 pet bottles), 1000 ml (12 pet bottles) and 5000 ml (12 pet bottles).

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Falchoos: These are the fruity sweets with the real fruit jam. They are made from sugar, glucose, fruit juice, pectin, citric acid and permitted stabilizers. They are available in different packing depending upon the type of Falchoos. There are various kind of falchoos manufactured shown in the table along with the packing details.

Falchoos
Fruity Sweets ( Available in a pack of 100g X 60, 200g X 36, 500g X 12) Jelly Sweets (Available in a packing of 1kg X 6) Falchoos [Available in 15 packs (5 X 8)] Jelly Cubes Fruit Cubes Fruit (Available (Available Pabbles in the in a pack of (Available packing of 200gm X in the pack 5kgs X 4 36, 500gm of 300gms jars) X 27) X 16)

Honey:

Honey is

the

only natural

sweetener

known

that

needs

no

additional

refining or processing to be utilized. Honey is an invert sugar composed of 38 percent fructose, 31 percent glucose, 1 percent sucrose and 9 percent other sugars along with water and small amounts of vitamins, minerals, enzymes and amino acids.

As a carbohydrate, honey is a good supplier of energy at 64 calories per tablespoon. Because of honey's unique composition, it is digested a little differently than other sweeteners. When compared to table sugar, honey has less of an effect on blood glucose levels primarily due to its higher fructose content. Honey is available in 200 gm, 500 gm, 1 kgs and 6 kgs packing.

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MANUFACTURING AND PRODUCTION OPERATIONS 1. Manufacturing Operations

As we mentioned above the company produces jams, confectioneries, crushes, squashes, jellies, sweets, toppings and many more. So basically they have three sections where there are ranges of products produced. The sections are Liquid Section, Jam Section and Falero Section. Under Liquid Section, syrups (Rose, Khus, Thandai, Pineapple, Strawberry, Kesar and Mahakool), crushes (Strawberry, Litchi, Kiwi, Mango, Kokum and Pineapple) and squashes (Orange, Lemon, Lemon Barley Water, Strawberry, Lime Juice Cordial, Lemon Ginger, Strawberry Cordial, and Pineapple cordial) are manufactured. In one day there are 8 lots are manufactured. As manufacturing of liquid section is a cold process, so, normal temperature is to be maintained. There is just one working shift in this section. Under Jam Section, there are a variety of flavours of jams that are produced. These flavours are mango, pineapple, strawberry, orange marmalade, raspberry, mix fruit, etc. There are more than 30 flavours of jams. The production capacity is 10-14 tonnes. The temperature in this section is very high as the boiling process is done at more than 95C. There is just one working shift in this section.

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Under Falero Section, the fruity sweet with taste of pure jam is produced. This is the product which earns more than 50% of the profit. The Faleros have a monopoly as they are produced by Mapro only. It is one of leading product of Mapro as the Rose Syrup. The production capacity in this section is about 18 metric tonnes. It has flavours like Strawberry, Raw Mango, and Alphas. In future Litchi and Guava flavours will also be available in the market. The Mazana chocolates also come under this section. Production of Falero is critical and a temperature of 22C is maintained for its production. The working hours are 24 X 7 i.e., 2 shifts

2. Production Process
We are just showing the production process of jams and jellies just to understand how the company works in this technical part. Raw Materials: Jams and jellies are made from a variety of fruits, either singly or in combination. Most of the fruits are harvested in the fall. The level of ripeness varies. Pears, peaches, apricots, strawberries, and raspberries gel best if picked slightly under ripe. Plums and cherries are best if picked when just ripe. The fruit is purchased from farmers. Most jam and jelly producers develop close relationships with their growers in order to ensure quality. The production plants are built close to the fruit farms so that the time elapsed between harvest and preparation is between 12-24 hours.

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The Manufacturing Process: The ingredients must be added in carefully measured amounts. Ideally, they should be combined in the following manner: 1% pectin, 65% sugar, and an acid concentration of pH 3.1. Too much pectin will make the spread too hard; too much sugar will make it too sticky. Inspection: When the fruit arrives at the plant, it is inspected for quality, using colour, ripeness, and taste as guides. Fruit that passes inspection is loaded into a funnel-shaped hopper that carries the fruit into pipes for cleaning and crushing. Cleaning, Crushing and Chopping: As the fruit travels through the pipes, a gentle water spray clears away surface dirt. Depending on whether the finished product is to be jam or jelly, paddles push the fruit and or just its juice through small holes, leaving stems and any other excess debris behind. Some fruits, such as citrus and apples may be manually peeled, cored, sliced and diced. Cherries may be soaked and then pitted before being crushed. Pasteurizing the Fruit: The fruit and/or juice continue through another set of pipes to cooking vats. Here, it is heated to just below the boiling point (212 F [100 C]) and then immediately chilled to just below freezing (32 F [0 C]). This process, pasteurization, prevents spoilage. For jelly, the pulp is forced through another set of small openings that holds back seeds and skin. It will often then be passed through a dejuicer or filter. The juice or fruit is transferred to large refrigerated tanks and then pumped to cooking kettles as needed. Cooking the jam and jelly: Premeasured amounts of fruit and/or juice, sugar, and pectin are blended in industrial cooking kettles. The mixtures are usually cooked and cooled

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three times. If additional flavourings are to be included, they are added at this point. When the mixture reaches the predetermined thickness and sweetness, it is pumped to filling machines. Filling the jars: Presterilized jars move along a conveyer belt as spouts positioned above pour premeasured amounts of jam or jelly into them. When the fruit arrives at the plant, it is inspected for quality, using colour, ripeness, and taste as guides. Fruit that passes inspection is cleaned, crushed, and pasteurized. Next, the premeasured mixture is cooked with added sugar and pectin until it reaches the appropriate thickness and taste. Then it is vacuum-packed in jars and labelled. Metal caps are then vacuumed sealed on top. The process of filling the jars and vacuum packing those forces all of the air out of the jars further insuring the sterility of the product. Labelling and Packaging: The sealed jars are conveyed to a machine that affixes preprinted labels. According to law, these labels must list truthful and specific information about the contents. The jars are then packed into cartons for shipment. Depending on the size of the producer's operation, labelling and packaging is either achieved mechanically or manually.

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The Process of Preparing Jam

Quality Control: In the United States, food processing regulations require that jams and jellies are made with 45 parts fruit or juice to 55 parts sugar. The Federal Food and Drug Administration (FDA) mandate that all heat-processed canned foods must be free of live microorganisms. Therefore, processing plants keep detailed lists of cooking times and temperatures, which are checked periodically by the FDA.

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Here is a list of raw materials used by Mapro Foods Pvt. Ltd.

Items Glass Bottles PET Bottles Outer Cartons

Variants 200gm 200ml 2 PLY 250gm 350ml 3 PLY 100gm 53mm 300gm 500ml 5 PLY 200gm 63mm Plastic Bags 500gm 73mm Labels Crown Cork Gum / Cello Tapes Screw on Cork Cans 400gm 700ml 500gm 1000ml 1000gm 6kg Jar

Inner Cartons ( PVC 50gm ) Caps Others 28mm

Wrapping Shrink Paper Rolls

Category

Items Raspberry Strawberry Kokum Glucose Peach Papaya Apricot Grape Sodium Citrate Bags White Pepper Fruit Flavours Pineapple Cartons Maggateri Seeds Bags Lime Juice Orange

Fresh Fruit/ Partially Mango Processed Litchi Commodity Food Additives Packing Materials Spices Others Sugar Pectin Glass Bottles Cardamom Honey

Citric acid Preservatives Starch PET Bottles Cashew Nut PVC Packs Fennel Labels Caps Khus Seeds Spices Drops

Dry Fruits Kesar

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MANAGERIAL STRUCTURE
Mapro Foods Pvt. Ltd uses all types of employees i.e. skilled, semi skilled and unskilled labour. Skilled Labour means the one who has higher level of qualifications as well as the experience. Semi skilled labours means they have less qualifications and the experience is also comparatively less and the Unskilled labour may not have any qualification or experience. In the higher level of management highly skilled people work and at the middle level there may be a combination of skilled as well as the semi skilled labourers is there and at the lower level management there are more number of unskilled labourers. However at all levels of the management there must be a minimum technical as well as conceptual knowledge about the field.

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The structure of the management is shown in the diagram below:

Managerial Structure

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CUSTOMERS AND COMPETITORS

Customers Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers of the company are children as the products of Mapro are targeted for this group only i.e. Mapro produces chocolates and jellies and jams and many more which is mostly liked by the children only. But this doesnt mean that other age groups are not covered. Competitors Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business & has few competitors also. Some of them are listed below: Haldiram: Manufactures Syrups & exports of the syrups have increased by 20% since 2003 touching 18,000 bottles in 2005. Kissan: In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share. Malas: It manufactures jam, crush, squash, cordials, syrups which is same as the manufacturing of Mapro Foods Pvt Ltd. Manama: Their range of products consists of cordials, syrups, fruit and chocolate dessert toppings.

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OBSERVATIONS AND FINDINGS

During our visit to Mapro Foods Pvt. Ltd and while preparing this report, I observed various things. They are: Mapro takes special care of hygiene and quality. We found all the labours directly involved in the production were wearing gloves and hair caps. To take care of hygiene outsiders or visitors were not allowed to enter the production area. To see the production operations, a balcony was there i.e. from the top. They send their employees to different countries like in China to work there and also for trainings. Whenever there is any damage in the machines then those employees are called back for repairing the machines. These machines are not repaired in India as they are extremely costly. There is more than 118000 metric tonnes of consumption of the strawberry throughout the year. They manufacture luxury chocolates like Mazana. It is found in special stores as this chocolate is not preferred by the normal people due to its cost. It is sold at the price of Rs. 20 to Rs. 25 per piece. Mazana is generally exported. Falero has a monopoly type of market and this product earns more than 60% profit on its sales.

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There are 500 local employees. There are 100 contract labourers employed as well. This company grew without the help of any kind of advertisement. It is known by its product and quality and not because of the external advertisements.

The company earns a profit of about 40-50% profit in an average. Mapro is the first company to introduce pectin jellies and fruit sweets in India. Mapro has been growing consistently at the rate of 25-30 per cent in the past few years. The Company has expanded capacity to now produce 30000 MT of processed frozen foods P. A. It is setting up a Frozen and Fresh Food Distribution Chain in Indian Metros to service the fast growing modern Organised Retail Supermarkets being set up in India.

Estimated Annual Sales (USD): US$5 Million - US$10 Million. Mapro has achieved ISO-HACCP, ISO-9001 status certified by BVQI.

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