Future Consumer Enterprise Limited :

Organizational Profile
Organizational Description:
Future Consumer Enterprise Limited is an India-based holding company. The
Company is a food company engaged in the branding, marketing and distribution
of fast moving consumer goods, and food and processed food products. It offers
various product categories, such as basic foods, ready to eat meals, snacks,
beverages, personal care and home care. The Company also offers fruits and
vegetables, canola and rice bran oils, frozen and processed food products. It sells
its products under various brands, including Veg Affaire and Tasty Treat for frozen
food and frozen fruits and vegetables; Sangi's Kitchen for dips and sauces;
Karmiq for premium edible oils, dry fruits and energy bars; Soo Fresh and Go
Bananas for fresh produce; Golden Harvest, Premium Harvest, Fresh & Pure and
Ektaa for basic foods; Sunkist for beverages and jams, and CleanMate and
CareMate for home care and hygiene products. Its subsidiaries include Future
Food and Products Limited, and Future Consumer Products Limited.

Organisational Environment:
1) Company History :
The Company commenced business on August 2, 1996 in Tamil Nadu. The
Company became a private limited company on August 10, 2001 and its name
was consequently changed to Subhikshith Finance & Investments Private
Limited (Subhikshith). The Company was engaged in the business of granting
loans and financing. The Company changed its name from Subhikshith Finance &
Investments Private Limited to Future Ventures India Private Limited on July 19,
2007. At the same time it purchased holding in Biba and Sankalp. In 2013 the
name of the Company changed to Future Ventures India Limited to Future
Consumer Enterprises Limited. FCEL owns several retail stores as well as apparel
brands.

2) Purpose, Vision, Mission and Values

Vision : FCEL shall become the creator and provider of the Food Palate for a
diverse and evolving India. We will continuously strive to upgrade the overall
food consumption.
Mission : FCEL will leverage consumer insights and cater to India's diversity by
sharing the joy of food and its bounty with all its stakeholders.
Belief and Culture : FCEL believes in the act of celebrating and sharing the
bounty of food. This belief in sharing propels them to be fair, caring and
responsible towards our consumers, associates, partners and society at large.
FCEL believes in innovation in every aspect of its value chain to create brands in

categories that is unexplored in India. The company has a strong disciplinary

culture induced with strong leadership thoughts.

3) Main products
The Companys food and FMCG brands are present across multiple categories
and respond to the diversity in culture, tastes and preferences of various Indian
communities. Each of the brands have been developed through expensive
consumer and product research.
The Company has developed three key brands in basic food items. Premium
Harvest offers best in class quality, while Golden Harvest provides a larger range
of products at competitive prices. Ektaa responds to local tastes and preferences
in rice, pulses and ethnic food items.
The other segments in which the companys products are present are Snacks and
Beverages, Home care and Personal Hygiene under different brands.
The table below lists the various products that the company produces in different
business categories.
Sl.n Business
o.
Category
1. Agri Products
2. Snacks and
Beverages
3. Home care
4. Personal Hygiene
care

Products
wheat flour, maida, besan, spices, rice, daliya,
sooji, pulses, sugar and dry fruits
Chips & Wafers, Indian Savories, Juices, Ketchup
& Sauces, Indian Pickles, Instant Soup Mix,
Breakfast Cereals, Jam, Cookies, Baked Snacks,
Toilet & floor cleaners, utensil cleaners, kitchen
aides, detergent powder & bar
Tissues & foil, wipes, liquid hand soap, sanitary
pads and diapers

4) Geography of Operations
The company corporate and registered office is located in Mumbai. The company
has operating plants in various locations in India.
Few of the locations of the agri-based products that the company caters to are
listed in the below table.
Sl.no
1)
2)
3)

Product
Pulses and Wheat
North based Spices
South based Spices

Location
Nimrani, Madhya Pradesh
Sonepat, Haryana
Bangalore, Karnataka

5) Statutory Regulatory Environment

Full quality compliance processes including third-party audits, Agmark
certification, FSSAI compliance, batch level traceability are adhered and
distributed across delivery centres to cater to modern and traditional retail
requirements.

6) Employee engagement and improvement opportunities

The Company believes that it can succeed only where there is an environment of
trust, fairness and respect. This belief has helped them to enhance our employee
experience. The offices are well equipped with optimum facilities for their
employees. The company has an informal atmosphere and a transparent work
environment where every employee is respected and recognized for their work.
Our policies, rules, regulations and processes are kept simple to make working
with us an enriching and learning experience for our people and our partner
companies. We also apply consumer insights to apply in our business models.
For the pulses segment, mostly female workers are employeed from the local
and near by villages who are engaged in handpicking of pulses, and for
packaging. The company has the practice of holding a weekly meeting of these
workers with their supervisor where they report the problems that they are
facing, which will be looked into by the management. This practice has ensured
that the employees problems are heard and resolved in time ensuring employee
satisfaction.

7) Principal Success factors

The success of FCEL in various facets represents a disciplinary culture induced
with strong leadership thoughts. A company which has built India's first ever
integrated commodity sourcing model, FCEL's vast platform is equipped with
diverse food production capabilities.
The company has an added advantage that when it comes to bringing its product
on the retail market through the Big bazaar outlets owned by the Future Group
itself.

Organizational Relationships:
1) Leadership and Management Team:
The company has a strong team of higher level management headed by
G.N.Bajpai, who is the chairman of the company. The board also comprises
of 4 directors - Kishore Biyani, Vibha Rishi, K.K.Rathi and Adhiraj Harish.
Praveen Dwivedi is the president of Food and Food processing division.

2) Market segments:
1. Foods & Spice

Golden Harvest : Leading brand in the staples space which offers wheat
flour, maida, besan, spices, rice, daliya, sooji, pulses, sugar and dry fruits
Premium Harvest : A range of premium packaged staples. The sourcing &
packaging for Premium Harvest is done centrally which ensures Best
Quality, Consistency and Authenticity for the entire range.
Ektaa : An unmatched range of authentic regional Indian foods including
regional variants in rice, pulses, gurs, savories and blended spices.
Fresh & Pure : A range of products such as Ghee, Edible oils, Packaged
Honey, Packaged Tea, Lemon Juice Concentrate are developed and
packaged on the premise.

2. Snacks & Beverages

Tasty Treat : A wide range of popular-on-the-go-snack such as

Chips & Wafers, Indian Savories, Juices, Ketchup & Sauces, Indian
Pickles, Instant Soup Mix, Breakfast Cereals, Jam, Cookies, Baked
Snacks
Disney Products : FCEL has co-branding partnership with Disney &
Marvel to increase consumption in Kids category through popular
cartoon characters by driving pester power
Sunkist : Sunkist has recently launched a range of five different
varieties of fruit juices Mango, Mixed fruit, Litchi, Guava and Apple
in India.

3. Home care

Clean Mate: This brand with its comprehensive portfolio present in

all domains of household cleaning dominates FCELs Home Care
Category. The brand offers consumers complete cleaning
solutions and value through bundling of cleaning aids such as toilet
& floor cleaners, utensil cleaners, kitchen aides, detergent powder &
bar

4. Personal Hygiene care

Care Mate : The brand owns the personal hygiene space through
product introductions in relevant sub categories such as tissues &
foil, wipes, liquid hand soap, sanitary pads and diapers

SACH : SACH encompasses a range of products that reflect masterblaster Sachin Tendulkars strengths & values. SACH introduces
products in those categories that enhance physical performance
such as Premium Liquid Hand Soaps, Toilet Soaps, Oral Care, Juices
and Kids Fashion

Supplier relationship:
FCEL has one of the leading agri-sourcing operations in the country. The golden
harvest of Indian farmers rice, sugar, wheat, oil seeds, pulses, dry fruits, spices

and much more are sourced through 51 centres across India for further grading,
quality checks, processing, packaging and distribution.
FCEL is directly procuring from the farmers without the involvement of any
middle men. We have special set of people who directly go to the mandi and
negotiate with the farmers at the best quality product with best possible price.

Partner relationships:
Over the years FCEL has built a strong network of food & FMCG retail chains to
reach out to the consumers in rural and urban areas. They have built
relationships with the consumers through Nilgiris, KBs Conveniently Yours &
Aadhaar. Below are the list of subsidiary, Joint ventures and associate companies
partnered with FCEL.

Sl
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Name of the company

Category

Aadhaar Wholesale Trading and Distribution

Limited
Future Food and Products Limited
Future Consumer Products Limited
Amar Chitra Katha Private Limited (ACKPL)
ACK Edutainment Limited
ACK Media Direct Limited
IBH Books & Magazines Distributors Limited
Ideas Box Entertainment Limited
Karadi Tales Company Private Limited
Star and Sitara Wellness Limited
Express Retail Services Private Limited
Aussee Oats Milling (Private) Limited
Integrated Food Park Private Limited
Future Dairy and Bakery Products Private
Limited
The Nilgiri Dairy Farm Private
Limited (NDFPL)
Appu Nutritions Private Limited
Nilgiris Mechanised Bakery Private Limited
Nilgiris Franchise Private Limited
Sublime Foods Private Limited
Sarjena Foods Private Limited

Subsidiary
Subsidiary
Subsidiary
Subsidiary
Subsidiary
Subsidiary
Subsidiary
Subsidiary
Subsidiary
Subsidiary
Subsidiary
Subsidiary
Subsidiary

of
of
of
of
of

ACKPL
ACKPL
ACKPL
ACKPL
ACKPL

Subsidiary
Subsidiary
Subsidiary of NDFPL
Subsidiary of NDFPL
Subsidiary of NDFPL
Subsidiary

Associate

Company Challenges
Large part of food consumption in India is serviced by regional and small
domestic players and highly fragmented unorganized players. Unbranded
products in Food and FMCG sector constitute a significant share of the market.
On the other hand, the presence of MNCs in this sector dominates the market.

This scenario has over the period of last few years resulted into making the Food
and FMCG sector highly competitive. The intensity of competition in the Food and
FMCG sector is high and therefore companies need to emphasize on branding,
distribution and innovation for their survival. The enactment of Food Safety and
Standards Act (FSSA) has added a new dimension to the sector and the players
complying with the rigid guidelines and standards shall only be able to survive.
FCEL has been continuously developing and strengthening their brands,
increasing distribution channels both in urban and rural markets, and
emphasizing on launching new and innovative products.
Further packaged wheat flour market in India is growing at a CAGR of 19% over
the past three years and is expected to grow to more than Rs.7,500 in the
current fiscal year. The company must utilize this opportunity to establish itself
as a major brand in this category. Its major competitors are mentioned below:
Current Industry size: 4500 Cr
Competitor
ITC
Shakti Bhog
Pillsbury
Others

Market share
26%
7.4%
1.8%
63.2%

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333
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2844

Strategic Key Challenges :

The strategic challenges faced by the company is to reach the consumers using
different channels like online retail, provision stores and other retails stores. The
other challenge that is faced by the company is it's brand awareness. People
mostly are not aware of future's different agri based products.