A

PROJECT REPORT

ON

“ITC – Aashirvaad Atta”

SUBMITTED TO

J.K. PADAMPAT SINGHANIA INSTITUTE OF MANAGEMENT

AND TECHNOLOGY

2009-2011

UNDER THE GUIDENCE OF: SUBMITTED BY:

Dr. Makrand Upadhyay Rahul Kumar

PROF. JKPS PGDM (2009-11)

JKPS-IMT

J.K. PADAMPAT SINGHANIA INSTITUTE OF MANAGEMENT AND TECHNOLOGY

GURGAON
INTRODUCTION
In ITC’s branded packaged foods business, the company has created a new
epicenter of rapid growth by blending its time tested key competencies and
organizational strengths. ITC’s portfolio, currently consisting of 45 value added
products, appeals to changing consumer preferences in virtually all categories –
staple, confectionery, snack foods and biscuits, and ready to eat meals.

ITC’s ‘Aashirvaad’ atta has already established leadership as the number one
branded assurance of quality now extends to ready-to-eat foods, ready –to- cook
pastes, atta and salt. ITC pioneered the launch of butterscotch cream and Orange
Marie biscuits under the sun feast brand – example of product innovation widely
accepted by the consumer. ITC has achieved a significant market presence in the
confectionery segment with the rapid growth of the ‘Mint-o’ and Candyman brands,
which between them now have 11 variants. ITC’s ‘Kitchens of India’ ranged of
gourmet products showcases India’s traditional cuisine.

The company is engaged in scaling up the supply chain through distributed and
outsourced manufacturing capacity to service market requirement in the cost
effective manner. Significant investment in brand building activities is also
envisaged in the light of heightens competition. Despite sluggish performance and
pressure on margins in recent times the micro trends in FMCG sector shows
compelling opportunities. Per capita consumption and penetration lines of most
FMCG categories in India are relatively low as compared to other south Asian
countries. Branded atta consumption in India is only 5%. Disposable incomes are
projected to grow rapidly and drive up the demand for consumer and FMCG
Goods.

Gross turnover of the company for the year 2004-05 grew by 13% to Rs. 13350.
Pretax Profit increased by 15.3%. The financial for the year include Rs. 692 crores
representing net income from exceptional items. ITC has planned to invest around
Rs.3500 crores in the Atta, confectionery businesses and greeting cards over the
next five years with its prime focus on the food business.

Some of the recommendation that can be incorporated for Aashirvaad aata like
collaborating with government for the supply of atta in military canteen, and also
with fast food retail joints in India by giving them some discount, they company
can also try to export its atta to the countries where wheat is currently being
exported. Also an aggressive advertisement is required.
 LITERATURE REVIEW:

1) Prof. B Sudhir of IIMC has previously done some work in this area,Few of
his work are as under:

Processed foods
Category: Highly under-penetrated category as bulk of the consumption is still of unpackaged
food.
Processed Current
food
Market size $14 bn
Ketchup, soups, squash, Jams, Atta, and salt.
ITC share No 3
(Strategy: Implement the food strategy; use of ITC know- how to cater the local taste; enter new
exciting (margining point) market within the processed food space.

2) Some of the work is also done by a student at kit kalinga where his founding were he
mainly emphasis on the SWOT analysis of ITC:\
OBJECTIVES OF THE STUDY:

1) To study the current market position of ashirwad atta.

2) To know the competitor of the company.
3) To study the scope of new entrants.

RESEARCH METHODOLOGY:

Research Methodology has many dimensions, it include not only research

methods but also considers the logic behind the methods used in the context of
the study and explains why only a particular method of technique had been used
so that research lend themselves to proper evaluations. Thus in a way it is a
written game plan for concluding research therefore in order to solve research
problem it is necessary to design a research methodology for the problem as the
same differ from problem to problem.
Research Design:

The research design is a pattern or an outline of a research project . It is a

statement only the essential of a study those provide the basic guidelines for the
detail of the project. The present study being conducted follows a descriptive
research design has the data would be responses from a simple containing g a
large numbers of sources .It is a cross section of the situation design of the
descriptive studies including the nature and the analytical method.

Data Collection

After the research problem has been defined and the research design has been
chalked out, the task of date collection begins. Data can be collected from
secondary sources.

The main source of obtaining necessary data for the study was Secondary Data.
This study is empirical in nature and hence secondary data is used to conduct the
research. The data was collected from the Internet by exploring the Secondary
sources available on websites. There are certain studies on Indian population and
on there buying preferences are also used.

SAMPLING PLANNING

Sampling is an effective step in collection of primary and secondary data and has a
great influence on the quality of the results. The sampling plan includes
population, sample size and sample design.
DATA ANALYSIS:-

PLAN OF ANALYSIS

The data gathered from various sources were primarily studied and necessary
data was sorted out sequentially keeping in mind the procedure of the study. The
analysis is simply based on the interpretation of data I linked the GDP growth
rate, population growth rate, and industry growth rate in the country to reach on
any conclusion and financial data of the existing players to know about there
performance in this sector.

SCOPE OF THE STUDY:

The report examines the Impact of the population growth rate and increasing
business of branded atta and changing buying pattern of the Indian customers
.Study also covers that how company has evolved itself as the leader in atta
market in orrisa.Report also consist the financial results of the company which
will cover their growth of the company over the years.
 BIBLIOGRAPHY:

Websites:

http://www.zoomerang.com/build/survey-modify

http://www.itcportal.com

http://www.blonnet.com/
http://www.just-food.com/
http://www.thehindubusinessline.com
http://www.indiainfoline.com/
http://www.foodindia.org
http://www.nseindia.com/