SFIL.. PG.

01

Richh

TM

Mayonnaise

SARV FOODS INDIA LLP

Sr. No. 78/1, Dangat Industrial Estate
Shivane
Pune 411023
09850229976

Company Status

Prepared by
Mr. Mahesh Kokane
(Designated Partner)
rd
23 May, 2014.
Mobile +91-9850229976
Email: kokanemahesh@gmail.com

SFIL.. PG.02

Executive Summary
SARV FOODS INDIA LLP was founded in the year 2013, by Mr. Mahesh kokane and Mr. Shankar Gogawale,
a reputed entrepreneur, hailing from a reputed family.
The company has already received orders and the product has been accepted very well.
The purpose of this document is to obtain a working capital loan of Rs.3 lacs
SFIL plans to expand production of Mayonnaise and spices. In less than a year we are sure, we will grow in
popularity and accounts.
The company's objectives and growth plans are given in the following pages.
Highlights
Objectives
1. Increase sales significantly over the next three years.
2. Improve gross margin % over the entire product line and maintain that level.
3. Add products to meet market demand, again at high gross margin.
4. Improve inventory turnover, reduce the cost of goods sold while maintaining the high quality
of the products.
Mission
SFIL. is being built on offering the highest quality and value in its authentic Indian Spices and sauces,
filled with the history of the Indian Culinary Art. Time honored family recipes have been passed down
through the generations, rich with ethnic heritage. Knowledgeable consumers are looking for authentic
products, filled with the best ingredients.
Keys to Success
1. Delivering high quality products that set themselves apart from the others in taste and value.
2. Providing service, support, and a better than average margin to our dealers.
3. Increase gross margin %.
4. Bring new products into the mix to increase sales volume.
2.0 Company Summary
SFIL is a company business located in Pune and will be established based on the details of the following plan.
2.1 Company Ownership
SFIL. is a partnership concern held by Mr. Mahesh kokane and Shankar Gogawale.
2.2 Summary
The key elements in the plan for the company are:
Formulation of the strategic business plan The establishment of a corporate identity
The establishment of a location and place of doing business Funding of working capital requirements,
purchases of raw material and assets deemed necessary for the principle operating activities of
the company, and additional capital raising Alternatives Initiation of Research and Development of
existing and future products

SFIL.. PG.03

2.3 Company Locations and Facilities

Currently the company has one location in the form of an manufacturing Unit at shivane Pune.
The company is in the process of hiring a full fledged manufacturing place cum office.
3.0 Products
The company is planning to sell the entire range of Mayonnaise and spices in India.
A non exhaustive list of products is as follows:
Mayonnaise plain
Garlic Mayonnaise
Mint Mayonnaise
Burger Mayonnaise
Thousand islands
And other salad dressing products
Competitive Comparison
To differentiate the company from all of the others, it stresses quality and authenticity of the
ingredients, and the heritage of the recipe.
As in similar food items, the company can charge a premium for what we supply. The market
has shown it will buy our product over more readily known names because of the richness and
authentic taste of its condiments and spices.
Sourcing
The company is currently working on a new line of brochures and sales materials to assist its
marketing, and that of its dealers.
Technology
Technology does not have direct impact on the company since every product will be bought out based on
our specifications. The process of manufacture is not technology driven but is dependent on
ingredients selection and recipes.
Future Products
The company is currently researching the addition of an exclusive range of authentic Indian sauces.
Present product range is targeted at the entire Indian community.
Market Analysis Summary
The market for the company's products currently consists of persons of India
The markets are not exactly identical, though, as we expect there to be greater acceptance of
company's products from among North Indians than that of persons from rest of India.
Check the article Times Of India
http://timesofindia.indiatimes.com/business/india-business/Eggless-mayo-forms-80of-overall-India-sales/articleshow/44920595.cms
market size can be estimated to be Rs.500 crores This figure is likely to grow at the rate of
25% per annum. The company has contacted quite a few leading Departmental Stores and has made
a supply of Mayonnaise in the brand name of "Richh".

SFIL.. PG.04

Industry Participants
While there are currently several vendors in this market selling competitive products, the
commonality of those products provides an opening in the marketplace for the vibrant
packaging and positioning of SFIL.' products. The company would stand out on the shelf, stand
out in the restaurant, and will stand out in the mind of the consumer.
Distribution Patterns
While current brand names carry more weight in the marketplace, because of the company's
unique marketing approach using local restaurants, and displaying and demonstrating the
company's wares in local grocery stores, SFIL. is able to build consumer awareness at a margin
of the cost of television and radio advertising. In going to food fairs, neighborhood festivals and the like,
SFIL. builds consumer awareness and generate demand at the same time.
While at these events the company is also able to directly research the market and
hear first-hand what the consumer is seeking.
Competition and Buying Patterns
There are many suppliers of similar products currently available on the shelves at local grocer.
However, there is still a lot of room for new products and new companies. By positioning at the higher end
of the market, the company exposes itself to consumers trying to get out of the rut, who continue to
use a product that they have long forgotten why they buy. By not trying to compete head on,
the company would be selling its product consistently and increasingly.
With entrance into some of the larger grocery chains the company will broaden its audience considerably.
Strengths
Strong relationships with suppliers that offer credit arrangements, flexibility, and response to special product
requirements excellent and stable Distributors, offering personalized customer service.
great retail space that offers flexibility with a positive and attractive, inviting atmosphere
Good referral relationships with complementary vendors. In-store complementary products through
"The Window Seat" will add interest, stability and revenue. High customer loyalty customers.
Opportunities
Growing market with a significant percentage of our target market still not knowing we exist.
Strategic alliances offering sources for referrals and joint marketing activities to extend our reach Increasing
sales opportunities beyond our target area including several neighboring countries.
Internet potential for selling products to other markets
Pricing Strategy
The company is able to price our products competitively. Even though the company is subject
to some impulse buying, it can provide a product to be resold at a generous mark-up for its
dealers, while still providing a satisfactory experience for the consumer.

Organizational Structure
SFIL.' planned organization calls for sales and marketing, product development, finance and
administration.

SFIL.. PG.05

Management Team
The Company is presently in the process of putting up an able and efficient management team.
Management Team Gaps
The gaps in the management team are currently being addressed through the use of outside
consultants and will continue to be until the cash flow allows for the hiring of employees to fill
those capacities. The identifiable gaps are in administration, finance management, and
marketing.
Personnel Plan
The Personnel Plan chronicles the growth of the organization to approximately 29 employees in
the Next 2 years. Each year may require a few additional people besides those indicated, based
on the growth of the company in accordance with the Business Plan.
Current Production Capacity
Space: 750 sq.ft.
Machinery:
1.Mixer of batch 200kg /hour
2.filling line
3.sealing machine
4.Filling Machine
5.Office equipments
6.Utensils
7.Furniture & Fixtures
8.Working table
9.Other necessary equipments
Currently SFIL producing 100kg Plain Mayonnaise per day because of small space
Requirements: for bulk production
Raw Material:
S.No.
Description with specification
1
2
3
4
5
6
7

Qyt.

Rate Rs.

value

Oil
500
70.00
35000.00
Sugar
700
30.00
21000.00
Chemical
250
350.00
80000.00
Preservative
20
500.00
10000.00
Packaging Material..............................................................
Pouch for 1kg packaging
10000
2.50
25000.00
Corrugated box
1000
25.00
25000.00
Space 1000sq.ft Place Deposit
100000.00
Other Exp. Transportation & Fixing
10000.00
Total
3,06,000.00

SFIL.. PG.06