A

MANAGEMENT RESEARCH PROJECT- II

ON

“Study of Functional Area of Ramdev Food Products Pvt. Ltd.”

In the partial Fulfillment of the requirement of Master of Business

Administration (M.B.A.) Program (2002-2004) of North Gujarat University,
Patan

UNDER THE GUIDENCE OF:

Dr. Hitesh Ruparel
Head Of The M.B.A. Department

PREPARED BY:
Mahesh Patel (29)
Rajesh Prajapati (42)
Vishnu Prajapati (44)

S.V. INSTITUTE OF MANAGEMENT

Serva Vidyalaya Campus,
B/H Railway Station, Kadi
 PREFACE

We have to undergo a Micro Analysis project for a particular organization in

Management Research Project subject. After doing a lot of brainstorming we
choose Ramdev Food Products Pvt. Ltd. as our organization and studied it
under the title “study of functional area of Ramdev Food Products Pvt. Ltd.”

In our project we studied the market size of Ramdev Food Products Pvt Ltd.
Its total product range for domestic and international market. Its distribution
network etc.

This project will really help us in the future a great deal.

ACKNOWLEDGEMENTS

Preparing a project of this nature is an arduous task and we were fortunate

to get enough support from a large number of persons to whom we share
always remain grateful. We would like to record our gratitude to Mr. D.
Souza & Mr. Nikhil Pandya for allowing us to this project.

We are also desirous of placing on record profound indebtedness to Mr.

Hitesh Ruparel & Mr. Bhavin Pandya , faculty member, S. V. Institute of
management , for the valuable advice, guidance, precious time and support
that he offered.

Last but not the least, we would also like to thanks all the respondents for
giving us their precious time and relevant information and experience, we
require which this project would have been a different story.

MAHESH PATEL
VISHNU PRAJAPATI
RAJESH PRAJAPATI
CONTENTS

ABOUT INDUSTRY
• Facts about Spices Exports
• About Packed Spices Industry
• Major Competitors
INTRODUCTION TO RAMDEV
• History
• Phases of Development

RESEARCH METODOLOGY

1. MARKETING DEPARTMENT
• Introduction
• Market Segmentation
• Packaging
• Distribution
• Pricing
• Product Launch & Withdrawal
• International Distribution Network

2. PRODUCTION DEPARTMENT
• Purchase Of Raw material
• Product Range In Indian Market
• Product Range In International Market
• Manufacturing Process
• Hierarchy in Production Department
• Role of Production Manager
• Other Important Points

3. HUMAN RESOURCES DEPARTMENT

• Manpower Planning
• Recruitment & Selection
• Training
• Performance Appraisal
• Internal Mobility
• Absenteeism
• Working of E.S.I. Scheme
• Study of Provident Fund Scheme
• Labor Turnover
• Leave Encashment
• Grievance Handling Procedure
• Time Keeping

.
 RAMDEV HISTORY

India, the Queen of Spices, has always attracted the world with her exotic
masalas. In fact, the connection goes back many centuries. To the time when
travellers like Vasco da Gama and Columbus were still exploring the
geography of the Earth. Even then, the mystique of Indian spices magnetised
them to India and paved the way for a new chapter to be written in the annals
of time.

The lure of the unknown', which repeatedly brought visitors to the Spice
Land, was the presence of nature's rich elements in those fresh and highly
aromatic spices. Spelling magic and carrying an enviable aura, they left
people spellbound.

Ramdev has preserved the same values in all our products ever since we
started as a small unit in 1963, in Ahmedabad, India. A small step became a
giant leap in no time. But there was a binding force, a commitment that
helped us keep our promise of purity and freshness in our products for all
these years. Our immense belief in the philosophy of 'reaching a customer's
heart through quality' has enabled us to spread the rich Indian heritage to
millions of homes all over the globe. And that’s our pride. Indian food. The
Indian way.
Today Ramdev is a very familiar name in Gujarat as well as in other States
of the country.

PHASES OF DEVELOPMENT

Phase 1

In1963,Mr Rambhai patel installed a grinder at Madhupura where he used to

grind the whole spices into powder for customers.

Phase 2

In 1967, he started to offer whole spices like chill, turmeric and coriander
seeds also. He also started selling their own grinned masalas in loose packs.

Phase 3

In 1989, Ramdev Food Products Pvt. Ltd. Was incorporated. At that time
they started selling their spices in boxes and poly pouches. They were the
pioneer in selling the spices in polypouches as they were the first to do that
in the country. Spices such as chili, haldi were introduced in poly pouches.

Phase 4

In 1991, company launched Blended spices i.e. Mixed Masala and then
Ready To Eat i.e. instant Mix in the market.
Phase 5

In 1992, Hing was launched which added to the product range.

Phase 6

Launched Whole Masala In 1998

The factory is located at Changodar. This location was ideal because of sales
tax benefit and also due to nearness of the Ahmedabad city.

Ramdev sells its masala and spices under three category:

1. Whole Spices
2. Basic Powder Spices
3. Blended Spices

According to the opinion of Ramdev Basic Powder Spices have the huge
market
At present company sells its products in Gujarat and 14 other States of the
country. Southern Region is not catered because these people prefer mainly
home made masala.
All the products except Instant Mix and Blended Spices are Agmark.

The company has its own Quality Control and Research and Development
Lab where all the ingredients and finished goods have to undergo strict and
through examinations. Due to this reason Ramdev Products have maintained
the highest quality standards.
RESEARCH METHODOLOGY

Objective
• To study the functional area of Ramdev Food Products Pvt. Ltd.

Information need:
Information about
• Production Department
• Marketing Department
• Human Resources Department
• Distribution network of product
• Size of the market
• Organization History

Sources of data:
• Generally these data are to be collected from Internet
• From marketing manager
 INTRODUCTION

For the success of any FMCG company marketing function plays a vital
role. Marketing is the process of planning executing the conception, pricing,
promotion and distribution of goods services and ideas to create exchanges
with target customers that satisfy customer and organizational objectives.

We will be taking care of various aspects of marketing like advertising and

promotion, sales and distribution, pricing, packaging etc. with respect to
Ramdev.
MARKET SEGMENTATION

Ramdev sells three categories of masala and spices into several of the
country.
The following are the different places were Ramdev products are sold
1. Gujarat
2. Calcutta
3. Konark
4. Maharastra
5. Utter Pradesh
6. Bombay
7. Vidharba
8. Nagpur
9. Orissa
10.Rajsthan
11.Malava
12.Pune
13.Howrah
14.Delhi
15.Himalaya
16.Bihar

The southern region is not catered as they have a habit of using home made
masala. Different size of packing is used for different types of customers.
Different type of packing starting from 15gms, 25gms, 50gms, 100gms,
200gms, and 1kg are available
in the market for the convenience of the customer.

According to the survey 500gm packet of chili is the fastest moving in the
market. As far as Ramdev is concerned 70 % of the Ramdev turnover is
from chili.

Considering in the the loose market chili accounts for the highest turn over
with 70% to 80% varying from State to State.

In the Rural market chili accounts for the highest turnover 80% in the loose
masala market.

Looking at the trend of the last five years, packed masala has gained
importance and is growing in the market. Before 95% was loose masala
market, compared to today’s 70% to 80%.

There is very slow growth rate in the masala. The growth rate is estimated
to 1% to 2% every year.

Ramdev started, pioneered and are the market leader in polypouches.

At the National Level Ramdev is the leader in chili powder and Everest and
MDH are the leaders in Blended masala.
 DISTRIBUTION

At Ramdev there ar4e two types of distribution channel existing for Gujarat
and for states other than Gujarat

Gujarat (2Leval channel)

Company
Dispatch Distributors Retailers Consumers
Department
Outside Gujarat State
Company
Dispatch C&F Agent Distributors Retailers
Consumers
Department

Strength

Total C&F Agents : 15

Total Distributors : Gujarat: 200
OGS : 550
 1 Appointment of Distributors

Distributors are the main role players. Good and dedicated distribution
Would be a boon for the company. Therefore members of it must be selected
properly. Company has framed a definite policy to appoint distributors.

 Distributor is not appointed purely on the basis of geographical

regions
i.e. on town level but the local businessman of that particular market
is that purpose.
 Whenever the company wishes to appoint a distributor, it advertises in
dailies
And invites end businessman of that particular region to make an
application.
If any distributorship becomes vacant then within 5-6 days other
players in the market come to know about the vacancy and make the
application at their own.

On getting the application the company scrutinizes them and if the

qualification meet requirement then a meeting of company official is
arranged with him. First preference is given to the people having the
distribution experience.

 At the meeting he is informed, explained and guided about the

company’s strategies about selling and distributors is checked.
 If he assents work according to the guidelines of the company and if
he is adept, he is listed.
 Then company’s supervisors go and thoroughly check in person his
shop godown, selling & distribution arrangement, experience of
distribution, personnel, financial capacity, goodwill, other agencies
handled, knowledge of the distributor etc. is checked.
 After giving due considerations to all above points company’s senior

officials meets and select the distributor.

 After taking the final decision regarding appointment, the selected
distributor is asked to meet in person.A written assurance with his
firm’s stamp is taken on all points which he will work upon.
Following points are specifically discussed.

1. Who will be responsible for distribution of product?

2. On which days will the distribution be done?
3. How will he do the distribution?

 After appointment, if necessary the company the gives training in

distribution process. He then has to contact each & every retail outlet
(grocers, provision stores etc.) in his region and prepare their list,
which is to be filed with the company.
 When be sends the amount of deposit, appointment letter is forwarded
which contains all information regarding area of his operation.
 Initially, after appointment, the company deals on advance basis for

the first 10 dealings.The payment are done according to the normal

payment policy.
 2 Guidelines to Distributors

Following are the points to be specifically noted and practiced while doing
distribution and selling of Ramdev product
 Distributor should make a list of all (large &small) out l/’;[p-0ets, i.e.
retail stores selling the product &remit to the company.
 Each distributer must sell the product in person in the market on fixed
days once in a week.
 He must do the work of selling &disrtibotion according to company’s
policy. If for any reason he fail to make a call on certain fixed day
then he must write to the company.
 If he wants to start any other business then he must get the permission
of the company.
 All distributors must prepare stock statement for each and every
product specially stating opening stock ordered stock total stock sales
&closing stock.
 The distributors must keep the stock of 7days considering average

sales of the week . he must fill up company’s order from stating

closing stock on a fixed day of the week. The co. issues 100 order
from to the distributors.
 Every retailer should be given stock after considering his average

sales. No one is allowed to keep the stock of more than 2 week.

 Every distributor must adhere to payment policy framed by Ramdev.
 Once in a week sales Representative goes &check distrbutorship
according to the convienence of the co. the objective behind the visit
is to see that the policies are being given concrete shape ,to see
whether the pop material is being properly used . the sales
representetive also see the sales promotion schemes and also the
crecord keeping and sending by courier.
 During his call the sales representatives should check the stock &see
that the old stock is slod first. He must find out average sales and
supply accordingly .this measure will prevent over piling of
stock&consumer will get fresh product.
 The distributorsmust give guidelines to the retailers.

 Each distributors must fill up the retail card . he must maintain a card
for each retailer to whom he supplies .in the card he must write
partuculers of purchase made by retailer of prducts from such cards
information of retail purchase and sales can be known.
 Distributorsare also allowed to do retailing provided they sell it on the
printed price.
Policy regarding deposit

 The amount of deposit is finalized after considering the potential

sales of that particular region . the maximum amount of deposit is
Rs25000 in case of a good urben center.
 Amount of deposit stays with the company till party remain s
distributors of the company . interest at rate at the rate of 12%is
paid to the distributors on the amount of diposit .
 Amount of interest is sent to the distributors at the end of every
financial year. When the distributorswants to stop working for the
company ,his deposit is returned on the same day with the interest
till the day . there is no penalty on ceasing to be distributors even
though it harmed the business till the new distributors are
appointed.
Margins to channel members:
Table showing margins to channel members(% sales)
PRODUCT DISRTBUTOR RETAILERS
Gujarat OGS Gujarat OGS
CTC 5 7 10 15
Premium 8 10 17 20
masala
Instant Mix 7 13
Whole spices 5 10

The C&F agent are paid 1.5% on sales . they are also reimbursed their
expenses relating to the operation of company’s product.
Policy Regarding Supply & its Payment:

 Payment should be made within 7 days of the date of supply

through demand draft. If the payment is not made on made on time
on time for quite a few times, then in future he will have to pay
advavnce draft with order . actually for new distributor the first 10
dealings are done on advance basis only.
 Credit period of 7 days is for one supply . another supply will only
be made if the payment of the prior one is made.
 If the payment is made after the complation of 7 days then
company will issue adebit note having interest charge at rate of
24%p.a.
 If any distributor will not maintain appropriate stock of necessary
product then his area of opretion will be reduced and other
arrangements for distribution will be made .
 Punishment on late payment ,cheque bounce, ready retailing ,stock
out, etc.is 1%to 2% of turnover. But generally it is not
happepeningand sometimes if it happens then warning is given and
issue is settled.

Policy regarding loading rickshaw:

 Distributor should take permission of the company before
distribution with loading rickshaw.
 Rickshaw should be of the ownership of the company. Rental
rickshaw is not allowed.
 It must be painted according to company’s specification.
Design is same at all India level. It should be in good condition so that
regular supply is possible.
 If all above pints are taken care of then monthly allowance is
negotiated on the individual basis.
 After preparing reports payment of the amount is made at the
end of every three months though credit notes.
 Replacement Policy:

Products of Ramdev remain fresh in the pack for a long

period so problem of replacement generally does not arise.
Then also if the replacement is to make then following points
must be considered.

 If the pack is torn then the distributor can replace the

pack after checking it.

 Expiry date is printed on every packet so, every

distributor before supplying a new stock must check old stock at
retailer and see that it is sold first. This will reduce the chances of
reaching bad products sto consumers.

 If such old products are found with the retailer then the
distributor should replace it.

 Then after negotiating the genuineness of the case

company will decide whether replacement should be given to the
distributor or not.

 Company’s policy for retailers and consumers is to

replace packet for packet.

 Each month replacement must be done on the end of

each month. If the goods are not selling then the company is ready to
take back the goods but only before the expiry date.

 There is no replacement to be done after the expiry date.

Policy Regarding Complaints:
 Company keeps strict quality control so complaints are
not likely to come.But if some complaints do come then the
distributor should do the following.

 Take name and address of the complainer.

 Name and address of the retail outlet from where the

customer has purchased the pouch or packet.

 Name of the product its manufacturing date, batch no

etc, of packet which complain has arisen.

 Types of complains as decided by the company and the

distributor.

 Distributor should store such packets separately and

show them to the company’s sales representative when he
visits them.

 Pouches damaged by rats at retailers or distributors will

not be replaced because it is not the fault of the company.

 Each month replacement must be done on the end of

each month If the goods are not selling then the company is
ready to take back the goods but only before the expiry date.

 There is no replacement to be done after the expiry date.

Policy Regarding Complaints:

 Company keeps strict quality control so complaints
are not likely to come.

 But if some complaints do come then the

distributor should do the following.

 Take name and address of the complainer.

Name and address of the retail outlet from where the

customer has purchased pouch or packet.

 Name of the product, its manufacturing date, batch no.

etc, of packet which complain has arisen.

 Types of complains as decided by the company and the

distributor.

 Distributor should store such packets separately and

show them to the company’s sales representative when he visits
them.

 Moreover, in case of Instant Mix if the customer does

not get results as promised by the company and he complains,
then company sends a cook to the customer’s house and satisfies
him.

 In this way doubts of the customers are removed and

through guidance complaints are reduced.
 Price Change Mechanism:

Prices of products fluctuate on the basis of prices of raw material in

the market; if the prices of the raw material go up in the market the
company will accordingly increase the prices of the product and
vise-versa.

When prices are increased:

 No prior information of the price rise is given to the distributor.

But when the price is increased, he will be a supplied product at the

prevailing price.

 The distributor is supposed to follow the following steps in case

of price rise:

 Distributor and retailer must sell their stock at the price that they
have got or at the price on the packet.

 Distributor should intimate to the retailer that he would supply the

stock at a price at which the company gives him. Even then if the
dispute arises between them, it is the responsibility of the distributor
and the company will not compensate for that.

When prices are reduced:

 When prices of any product are to be reduced, the distributor will

be informed about in 7 days before that price comes into effect so
that he can sell of his stocks.

 He must ask the retailers to sell of f their stock as soon as possible

to avoid possible losses.
 If the retailer has more stock then the distributor must make
arrangement for sale. He must take it from the retailer and supply it
to someone who has faster turnover.

 Distributor must see that the old stock is sold first and do not
make a fresh supply till then. Because of this there won’t be packet
with two different prices with the retailers.

 Company will not give price reduction on old stock. So he must

do his work carefully.
 Reimbursement of Expenses:

 It will be refunded on the real bill and not if distributor does not
have the receipt.

 He must send such a receipt to the company within 15 days of tax

payment along with the following particulars:

Bill No.

Amount of Bill

Rate of tax

Amount paid as tax

 Company will refund this amount every three months of the credit
note. It will deduct this credit note amount from the new payment.
 Policy Regarding Sale of Other Company’s Goods.

 When the distributor wants to sell the products of the other

company besides Ramdev Food product Ltd. then he must write to
the company He must clarify the following points:

 Name and products of the company with which the distributor

wants to work.

 Who are the persons reponsible for the new assignments.

 Does the distributor has a separate godown and delivery vehicle.

 Company then will call him and negotiate the situation with him
give further decision. He will be allowed to take up new work only
if company assents him in writing.
Cancellation of Distributorship:

Cancellation of distributorship can take place in two ways:

 If the company observes that the distributor is not adhering to

company policy then company is in a position to cancel the
distributorship.

 The Distributor has the liberty to leave distributorship. On

cancellation deposit is paid back to distributor and no harsh steps are
taken or punishment is given
 Policy Regarding OGS

Due to the difference in yearly consumption attempt, controlling and

coordination problems relating to OGS operations, there is an addition of
one layer in distribution channel. That layer is of carrying and forwarding
Agent.

Except following differences, in case of C&F Agent the appointment policy

is same as that of the distributor In OGS financial standing is of utmost
importance. The other criteria of major importance are manpower and
degree of personal involvement of C & F Agent.

The additional chain of C & F Agent in responsible for the availability of

goods to distributor and stockings of goods. In short the services given by
him are:

>Providing go downs for stocking

>Dispatch of goods and collection of payments.

>Provide an office to sales supervisor and manager of the company.

Other important issues:

>C & F Agent cannot keep the products of the competitors of

Ramdev.

>The telephone expenses, go downs keeper salary, transportation

expenses and computer operator salary of C & F Agent are
reimbursed.

>C & F Agent operating for more than one product then
proportionate expenses is reimbursed.
>In Gujarat the distributors of CTC, whole spices, instant mix, hing
and garam masala are different. But owing to fewer turnovers and
less packaging range. (Fewer products offered in OGS) so, in OGS
distributor is allowed to handle more than one product In case of
OGS rate of interest on deposits is at the rate of 15%.
Different marketing flows in marketing channel of Ramdev:

Product flow:

Company Distributor Retailers

Customers

Title Flow:

Company Distributor Retailers

customers

Payment flow:

Company------- Banks ------- Distributors ---------- Retailers

--------- Customers

Information flow

Company---------- SR, Distributor ------- Retailer ---------

Customers

Promotion Flow:

Company -------- Advertising -------- Distributor ---------

Retailers ----- Customers
Logistic:

The process stars when the company receives order from any
distributor .On the basisi of these order form. a bill and a
transport copy is prepared at head office (Madhupura) Three
copies of invoice are prepared of which one is sent ot
facotory ,one to distributor and one is kept at head office. The
bill is also sent to factory through using modem. The
distributor sends the coyp of invoice duly signed by
him,which is filled in the respective file of distributor . The
vehicles used for transportaion may be company or may be
hired from outside.

At head office along with copy of invoice. the copy of lorry

receipt and octroi uis also filed in the respective files of
distributor. When the goods are sent outside Gujarat, the
sales tax receipt is also received which is also filed in the
respective file.
International distribution network
Ramdev is close to finding a place in every house hold world wide ,
that relishes the rich Indian taest . our ever expanding dealer neatwork
has all rready brought the goodness of Indian spices to nation with
large Indian population . as the popularity of Indian cuisine
transcends ethnic boundaries ,our network grows to bring the best
ingredients to your doorstep .

some of the countries where ramdev has marketed its presence are.
 Australia
 South African sub cuntinent
 EEC NATION
 UK
 USA
 South east asia
 PRICING

Pricing has always played a vital role in purchase decision on

the part of consumers. In case of FMCG products. sometimes
it even becomes the most important and single most criteria
of purchase.For Ramdec also pricing has a crucial
importance. The following points will lmake its clear.

> Pricing is a major factor of profitablity here as the raw

metrial prices varies haphazardly and violently.

> As Ramdev is competing with loose market, price plays

major role here as it has to be such that it matches with loose
packing and still is competent enough to maintain Ramdev’s
imagse of being a quality leader in the packed spice industry.

> Incidences of price changes are very frequent in this

industry because of its heavy dependence on the prices of raw
material.

> At Ramdav pricing decisdions are taken by the pricing

committee, which comprises repersentatives from top
management.

> “if we weigh Ramdev’s pricing on price-quality matrix

then we say that it is following the high value strategy by
providing high quality at medium price.” Says regional sales
mavager at Ramdev.
The product for pricing the product at Ramdev is the most
elementry pricing method.i.e. mark up pricing . The logic
behind following this method can be clarified with the help of
the following.

> Raw material cost changes vigorously. Now as it is a

commodity product consumer will not specifically match
perceived value of product with price. this becomes more
powerful because of the product’s near essential type of
nature, The work of Ramdev is just to pack the grinded
powder in packets. They do not add any manufacturing value
to the product, So, it is not possible to price the product
independently of the raw material or competitors.

> Competition also does the same and in the word of

regional sales manager,“compertition dose not affect pricing”
This pricing methods due to its inherent advantage of
flexibility and it seems that can be no feasible changes in this
strategy.

Pricing objective:

> The objective as spelt out by regional sales manager is

maximum customer must use our product and there is no
compromise on quality and distribution. And the company
also must try to increase its distribution” The objective as
spelt out seems contrasting in direction. Because if you want
quality leadership or stringent adherence to quality then mass
market has to be foregone. The objective mentioned above
puts the company in “Stuck in the middle” kind of strategic
situation that is detrimental in the long run.

> As now things are working well and even the when the
competitors are also following the same strategy. the
company would be in a position to survive.
Price adoption:

> Ramdev is following discriminating pricing policy.

They discriminate between prices in Gujarat and Out side
Gujrat(OGS). The OGS prices are decided the basis of cost+
weighted average taxation pervaling in the state out side
Gujarat in which Ramdev is dealing. The taxes here includes
Entry tax. Mandi tax(e.g.Agricultural in Utter Pradesh) and
Seles tax. The taxes are different in different states and there
ate instance where some states have nominal texes while
other has exorbitant taxes. But the tax burden shared b them
are uniform because of weighted average tax system in the
calculation of price.

> The discrimination in the pricing of Gujarat and OGS is

also due to the discriminative margins offered to dealers and
retailers in Gujarat and OGS. The table of this is given in the
section related to distribution policy.

> Gujarat state is not included in the calculation of

weighted average to havea uniform pricing all over India
because Gujarat is the core market for Ramdev and they
would like to treat it separately.

> Another reason for discrimination is high tumover in

Gujarat that enablesdealers to operate at low margin that in
tum helps reduction in price in the state of Gujarat.

> There is no discount scheme neither for the dealers nor

for the retailers and not even for the consumers.
> When there is likely decerase in prices, dealers are
informed well in advavce.While when there is likely incerase
in prices, they bare not informed in advance to avoid the
stocking for speculative purpose.

> Apart from indirect taxes, there are no other legal no

other legal obligation to Ramdev in fixing prices.
PRODUCT LAUNCH AND WITHDRAWL

If a new product is to be launched then survey of the

feedback of the employees, salesforce and valuable
customers are taken from the prospective of color, design,
taste etc, If the new product passes this feedback test
satisfactorily then and only then new product is put in the
market.

Generally before launching,30-40 samples are prepared and

are tested in the way mentioned above. Testing is done as
Ramdev vis-a-vis competitors

There is an instance of withdrawing the product called Rava

Idli. The company first of all tried to find out the reason f
slow tumover and they found that it was the expriy and the
storage problem. Then they discovered that this problem
can’t be overcome, and they decided to withdraw the product
from the market. Company following this process in each
before reaching the conclusion of withdrawal.Thus we can
say that the company is having very scientific and correct
way of handling the situation.
PURCHASE OF RAW MATERIAL

The major state which cultivates different spices is given in the exhibit.
Here in the following table the information about major markets from
were all the big and small players source their requirements of raw
materials.

Tables showing major centers for procurement-Mandies

TURMERIC ORIANDER METHI

CHILI
Kadpa Ramganjimandi Pratapgarh Guntoor
Sangli Kota Jawara
Jamnagar
Kodoor Guna Patan Patnei
Nizamabad Bara Nimach Barelli
Irode Ramaganjmandi Suderban
Varangal
Black Pepper Cardamom Cardamom Ajwan Jeera
(small) (big)
Cochin Bodinaykanor Gangtok Pratapgarh Unjha
Manglore Chaklaspur Bhutan Jamnagar Patan
Calicut Cochin Nimach Kishangaarh
Nandurbar Jodhapur
Kunool Medta
Bikarabad Netran
Jawara Kalu
Bilada

Fennel seed Jaifal Cloves Dried Managoes

Unjha Cochin Cochin Nadiad

Lucknow Colombo Nizamabad
Mainpuri
Itawa
Bilada
 PRODUCT RANGE IN INDIAN MARKET

The products available in the indian market are classified into four
categories.

1 Basic Spices (In powder form)

• Chilli (Mirch)
• Turmeric (Haldi)
• Coriander (Dhaniya)
• Coriander-Cumin (Dhaniya-Jeera)

2 Whole Spices (In powder form)

• Cumin (Jeera)
• Mustard (Rai)
• Fenugreek (Methi)
• Ajowan (Ajwain)
• Seasame (Til)

3 Compounded Asafoetida & Blended Spices (In powder form)

• Compounded Asafoetida
• Super Garam Masala
• Garam Masala
• Super Tea Masala
• Tea Masala
• Pav Bhaji Masala
 • Chhole Masala
• Sambhar Masala
• Panipuri Masala
• Chat Masala
• Achar Masala

4 Instant Mixes
• Gota
• Khaman
• Dalwada
• Dahiwada
• Idli
• Dhokla
• Dhosa
• Pizza
• Gulab Jamun
• Mathia
• Fafda (Cholafali)
 Basic Spices

CHILLI (MIRCH) POWDER

At the hot seat of the capsicum family are chillies in over 200 different
varieties, grown all over the world. They have little aroma but their taste
varies from mild to fiery hot. Chilli powder is used in almost any dish you
can think of. Native to Central & South America, it is cultivated in Mexico,
China, Japan, Indonesia and Thailand. India, the largest producer of chilli, is
a major exporter, catering to worldwide needs. Indian chillies are known for
their rich and hot nature.

Available in consumer pack sizes of 15, 50, 100, 200, 500 and 1000 g.

TURMERIC (HALDI) POWDER

A member of the ginger family, turmeric comes from the roots of Curcuma
longa, a perennial plant that grows to a height of 1 meter. Turmeric tastes
bitter. It is widely used in flavoring dishes. In Indonesia, it is used in fish
flavoring while in the West, it is used in sauces and in processed foods. The
flavor and aroma of turmeric increases with the volatile oil content while the
coloring power depends on the curcumin content. Native to East Indies,
turmeric is cultivated in China, Indonesia, Philippines, Taiwan and Vietnam.
Around 30 species grow in India, making it the leading producer of turmeric.

Available in consumer pack sizes of 15, 50, 100, 200, 500 and 1000 g.

CORIANDER (DHANIA) POWDER

An annual herb of the parsley family, coriander has a slightly fragrant odour
and a pleasant aromatic taste. The fruit of coriander when mature is one of
the most deliciously aromatic of all seeds. The oil of coriander seeds is one
of the oldest spice extractives. It finds use in soft drink manufacturing and in
the food industry. The Romans found it an excellent seasoning for food. The
distilling industry (especially for gin) is the largest user of coriander seeds.
The name coriander comes from the Greek word koris, meaning bug. Native
to southern Europe, it is cultivated in India, Morocco, Russia and South
America.

Available in consumer pack sizes of 50, 100, 200 and 500g.

CORIANDER CUMIN (DHANIA-JEERA) POWDER

A special offering from Dhania Ramdev. The powdered mix of coriander

and cumin, it combines the character attributes of both spices thereby
enhancing the overall effect on taste and aroma. It finds use as a flavoring
agent in most Indian cuisine.

Available in consumer pack sizes of 50, 100, 200 and 500 g.

 Whole Spices

CUMIN (JEERA)

One among the ancient spices, cumin is the dried fruit of Cuminum
cyminum, a herbaceous annual of the carrot or parsley family. Cumin seed
resembles caraway seed in its strong distinctive odor and uniformly elliptical
and deep furrowed appearance, but without the characteristic curved shape
of caraway. They are valued for their flavour and cleanliness, the former
depending upon the oil content. An essential ingredient of the Indian 'garam
masala', cumin also adds flavour to most Latin American foods.

Cumin flavored cheese and cumin spread over bread was used by the Dutch
and the Romans respectively. Native to Egypt and Mediterranean regions, it
is cultivated in Egypt, Iran, Morocco and Sicily. Black cumin is a rare
variety grown in Kashmir, India. India is both the largest producer and
consumer of cumin seeds.

Available in consumer pack sizes of 100, 200 and 500 g.

MUSTARD (Rai)

The English name mustard comes from the Latin 'mustum ardeus' meaning
'burning must'.
There are two varieties of mustard - Yellow mustard and Black mustard.
Black mustard is sometimes called Brown mustard. Originally from Europe
and South-West Asia, it is grown in Canada, Holland, England, India, North
Africa and USA.

Available in consumer pack sizes 100, 200 and 500 g.

Fenugreek (methi)

An annual, it has a dominating, aromatic smell similar to celery. The seeds

are yellow-brown with a deep furrow running diagonally across one side. It
is used to flavour curry powder. The Latin name Foenum graecum means
Greek hay. It is native to southern Europe and is cultivated around the
Mediterranean, Argentina, France, Germany, Egypt, Morocco and of course
India.

Available in consumer pack sizes of 100, 200 and 500 g.

Sesame (Til)

Found in three varieties - brown seeds, black seeds and creamy white seeds,
sesame is grown mainly for the oil in its seeds. Sesame is valued for its
colour, cleanliness and dryness. Natural or hulled sesame finds usage in
snack food manufacturing. Its origin unknown, sesame is believed to have
its early existence in Africa or India and is now grown mainly in
Afghanistan, China and Indonesia.

Available in consumer pack sizes of 100, 200 and 500 g.

Compounded Asafoetida & Blended Spices ( In powder form)

Using only the finest ingredients, we produce most of the popular blended
spices used in Indian cooking. Although each has its own unique
composition, they all share one similarity - You will think they are home-
made.

 Compounded Asafoetida
 Super Garam Masala
 Garam Masala
 Super Tea Masala
 Tea Masala
 Pav Bhaji Masala
 Chhole Masala
 Panipuri Masala
 Sambhar Masala
 Chat Masala
 Achar Masala
Super Garam Masala

An exquisite blend of fourteen different spices and seeds, Ramdev Super

Garam Masala will have people eating out of your hands. Dadi maa
included!

Available in consumer pack sizes of 10, 50, 100, 200, and 500 g.

Super Tea Masala

For tea that smells as good as it tastes. Discover how a single cup of tea can
be an exhilarating experience!

Available in consumer pack sizes of 50 and 100 g.

Achar Masala

Ramdev Achar Masala adds lasting freshness and taste to mango, lemon,
caperberry, cucumber, karaunda, carrot and other chatpata pickles.

Available in consumer pack sizes of 200 and 500 g.

Garam Masala
Spice is nice. Add a pinch of Ramdev Garam Masala to your favourite dish
for a truly heady feeling.

Available in consumer pack sizes of 50, 100, and 500 g.

Tea Masala

For an inciting drink. Add a pinch of Ramdev tea Masala to your tea water
and watch the spirits go high.

Available in consumer pack sizes of 50 and 100 g.

Pav Bhaji Masala

A scrumptious pot-pouri. To lick your fingers, just add a bit of the Ramdev
pavbhaji masala and you will feel like making pav bhaji over and over again.
Great taste, multiple usage. It can also be used in Punjabi vegetables,Dabeli,
Burgers and lot more.

Available in consumer pack sizes of 50 g.

Chhole Masala

Bringing you the authentic taste and aroma of a North Indian delicacy. Whip
up this speciality in minutes and relish it with Bhatura.

Available in consumer pack sizes of 50 g.

Panipuri Masala

Become a professional panipuriwalla with this do-it-yourself kit! After all, it

is the pani in the panipuri that does the magic.

Available in consumer pack sizes of 50 g.

Sambhar Masala

With just the right amount of spice and tanginess, Ramdev Sambhar Masala
will give any self respecting South Indian a run for his money. Serve it
piping hot to transform any South Indian speciality.

Available in consumer pack sizes of 50 g.

Chat Masala

A wonder formula of a sweet and sour blend, it is ideal to be sprinkled on

fresh and sweet fruit dishes or green salads. It is sure to add mischief to your
meal!

Available in consumer pack sizes of 50 g.

Compounded Asafoetida (Hing)

All the taste. All the fragrance. A judicious blend of the finest ingredients, it
enhances the flavour of dishes, pickles and sauces. But beware...a little bit
too much can make a big difference.

Available in consumer pack sizes of 25, 50 and 100 g.

 Instant Mixes

If you think good food cannot come in a parcel, simply grab any of these
Ramdev Instant Mixes and experience the lingering taste of goodness.

 Gota
 Khaman
 Dalwada
 Dahiwada
 Idli
 Dhokla

 Dhosa
 Pizza
 Gulab Jamun
 Mathia
 Fafda (Cholafali)

Gota
The flavor of the homeland. Made from chana dal with a dash of chilli and
spices, this traditional snack tickles your palate and fills your stomach. Add
chutney to add more pleasure.

Available in consumer pack size of 500 g.

Khaman

Soft to touch. Sweet to taste. This wonderful dish is characteristic of

Gujarati food. The steamed mix sprinkled with some boiling oil and water,
would be more inviting when topped with dry coconut powder and coriander
leaves.

Available in consumer pack size of 500 g.

Dalwada

The perfect bite for those who want it 'hot'. Made out of Mung dal, it is best
served with sliced onions and fried chilli.

Available in consumer pack size of 500 g.

Dahiwada

An uncompromising delicacy made from Udad dal and Mung dal. The wada,
after frying, is dipped in water which is then squeezed out. A pinch of chilli,
coriander cumin powder and salt with some curd poured over the wada
makes it complete and leaves you asking for more.
Available in consumer pack sizes of 500 g.

Idli

An all-time favorite of all South Indian palates. Made from rice and Udad
dal, Idli with coconut chutney or sambhar can make your day!

Available in consumer pack size of 500 g.

Dhokla

Easy-to-prepare, these diamond-shaped snacks are the very essence of

Gujarati cuisine. All you have to do is steam the mix and let it melt in your
mouth.

Available in consumer pack size of 500 g.

Dhosa

Long and crispy, the preparation time for this South Indian snack is very
short. A thin layer of the mix allowed to fry on a flat pan is ready to serve in
seconds. Just roll it when ready and taste the fun.

Available in consumer pack size of 500 g.

Pizza

A fast-food mainstay, Ramdev Pizzas are a lot more than 'ordinary food'.
Layered with fresh vegetables and freshly grated cheese it makes a
deliciously nutritious diet any time you want. Just in a few minutes.

Available in consumer pack size of 500 g.

Gulab Jamun

This popular Indian sweet is a treat to your taste buds. Prepared by mixing
maida & skimmed milk powder and fried in ghee, these delicate balls
floating in hot sugar syrup are indeed a mouthful!

Available in consumer pack size of 200 g.

Mathia

Spicy, crunchy, finger-licking tid-bits that are popular munchies in Gujarat.

Rolled from a dough of powdered math dal and udad dal mixed with spices
and deep-fried. Pop one into your mouth and you can never stop.

Available in consumer pack size of 500 g.

Fafda (Cholafali)

Savoury crispies popular in Gujarat for its ability to provide a delicious

contrast in taste. Fried strips of dough prepared from a dough of three dals
sprinkled with tangy masala. Served with sweet items like jalebi etc.

Available in consumer pack size of 500 g.

Product Range In International Market

Following are the products which are available in all markets outside India.

• Basic Spices
• Compounded Asafoetida & Blended
Spices (Garam Masalas)
• Instant Mixes
• Whole Spices
• General Spices
• Pulses
• Food Grains
• Herbal Products
• Grocery - 1
• Grocery - 2 (Branded / Unbranded)
• Herbal Products (Other Brands)
• Branded Products (Non-Edible)
Here is an exhaustive listing of quality products.

BASIC SPICES

 Chilli Whole (Stalkless)

 Chilli Crushed
 Chilli Powder
 Turmeric Whole
 Turmeric Powder
 Coriander Seeds (Green)
 Coriander Powder
 Coriander Cumin Powder

Available in consumer pack sizes of 100g, 200g, 400g, 500g, 1Kg., 1 Lb and
2 Lbs.

Here is an exhaustive listing of mouth-watering products.

COMPOUNDED ASAFOETIDA & BLENDED SPICES

 Compounded Asafoetida Powder (Hing Powder)

 Garam Masala Whole
 Super Garam Masala Powder
  Tea Masala Powder
 PavBhaji Masala Powder
 Chhole Masala Powder
 Panipuri Masala Powder
 Sambhar Masala Powder
 Chat Masala powder
 Curry Powder
 Achar Masala

*** Compounded Asafoetida is available in consumer pack sizes of 25g,

50g, 100g in Plastic Containers.
*** Blended Spices (Garam Masalas) are available in 50g, 100g, 200g,
400g, 500g, 1Kg and 1 lb.

Here is an exhaustive listing of tasteful products.

INSTANT MIX

 Gota
 Khaman
 Dalwada
 Dahiwada
 Idli
 Dhokla
 Dhosa
  Pizza
 Gulab Jamun
 Mathia
 Fafda (cholafali)

Instant Mixes are available in consumer pack sizes of 200 g., 500 g.

OTHER INSTANT MIXES

• Adadia
• Ladu
• Lapsi (Fada)
• Lapsi
• Magaz

Other instant Mixes are available in consumer pack sizes of 1 kg., 2 lbs
Here is an exhaustive listing of carefully refined products.

WHOLE SPICES

• Cumin Seeds
• Mustard Seeds
• Mustard Seeds (Sarsav)
• Fenugreek Seeds
• Ajowan Seeds
• Sesame Seeds (Regular)
• Sesame Seeds (White)
• Sesame Seeds (Hulled)
• Sesame Seeds (Brown/Black)

Whole Spices are available in consumer pack sizes of 100g, 200g, 400g,
500g, 1kg., 1Lb, 2 lbs.

Here is an exhaustive listing of mouth-watering products.

GENERAL SPICES

• Anistar Whole
 • Anistar Powder
• Bay leaves Whole
• Bay leaves Powder
• Cardamom (Black)
• Cardamom Whole (Green)
• Cardamom Granules (Green)
• Cardamom Powder (Green)
• Cardamom Whole (White)
• Cinnamon Stick (Flat)
• Cinnamon Stick (Round)
• Cinnamon Powder
• Cloves Whole
• Cloves Powder
• Coriander Crushed
• Crushed Curry Leaves (Whole)
• Crushed Curry Leaves (Powder)
• Dagar Phool (Whole)
• Dagar Phool (Powder)
• Fenugreek crushed
• Fenugreek powder
• Ganthoda Whole
 Ganthoda Powder
 Ginger Whole
 Ginger Powder
 Kachri
 Mace Whole
 Mace Powder
  Mint Leaves whole
 Mint Leaves powder
 Mustard crushed
 Nutmeg Powder
 Nutmeg Whole
 Pepper Whole (Black)
 Pepper crushed (Black)
 Pepper powder (Black)
 Pepper whole (White)
 Pepper crushed (White)
 Pepper powder (White)
 Shah Jiru

General Spices are available in consumer pack sizes of 100g, 200g, 400g,
500g, 1 Kg, 1 Lb & 2 Lbs.

Here is an exhaustive listing of quality products.

FOOD GRAINS (Whole)

 Bajari
 Corn
 Wheat
 Jav
 Juvar
 Kodri
  Ragi

Available in consumer pack sizes of 400g, 500g, 1kg, 2kg, 1 Lb and 2 Lbs.

Here is an exhaustive listing of quality products.

HERBAL PRODUCTS

 Amla Powder
 Anardana Seeds
 Aritha Whole
 Aritha Powder
 Black Cumin Seeds
 Dill Seeds (Salted Yellow)
 Dill Seeds (Plain)
 Harde (Whole)
 Harde Powder
 Himaz Whole
 Himaz Powder
 Kadu Powder
 Kalonji Whole
 Kamarkas Whole
 Kanatu Powder
 Lemon Peel Powder
 Lindi Pepper Whole
 Shikakai Beans
 Sonamukhi Powder
  Vavding Whole

Available in consumer pack sizes of 100g, 200g, 400g, 500g, 1 Lb.

Here is an exhaustive listing of quality products.

GROCERY – 1

• Abil
• Almonds
• Amchur Whole
• Amchur Powder
• Apricots (Jardalu)
• Asariyo (Halim)
• Bajari Flour
• Basil Leaves Whole (Tulsi)
• Besan
• Black Salt Powder
• Cashewnuts
• Chana Dalia (Split)
• Chana Dalia (Whole)
• Chana Mahabaleshwari
• Chana Mahabaleshwari (Salted Yellow)
• Chandan Wood Pieces
• Chandan Wood Powder
• Char Magaz
• Charoli
• Chilli Powder (White)
• Citric Acid (Neemu ka Phool)
• Coconut Whole
• Coconut Powder
• Coriander Leaves Whole
• Corn Flour (Coarse)
• Corn Flour (Fine)
• Currants (Kali Draksh)
• Date Dry
• Date Pitted
• Dhana Dal (Regular)
• Dhana Dal (Yellow)
• Dhoop Powder / Granules
• Edible Gum
• Falooda Sev
• Fatkadi Whole
• Fennel Seeds (Raw)
• Fennel Seeds (Sugar Coated)
• Fennel Seeds (Salted Yellow)
• Gulal
• Isabgol
• Kamal Kakdi
• Kasuri Methi (Whole)

• Khicha Papad
• Kokam Black (Lunawada)
• Kokam Phool (White)
• Kum Kum
• Makhana Phool
• Makhana Sweet (Chana)
• Makhana Sweet (Peanut)
• Makhana Sweet - Plain (Big)
• Makhana Sweet - Plain (Small)
• Mamra (Basmati)
• Mamra (Kolhapuri)
• Mamra (Regular)
• Misri (Crystal Sakar)
• Misri (Raw Sakar)
• Moraiyo
• Mukhwas Plain
• Mukhwas Green
• Mukhwas Gujarati
• Mukhwas Red
• Mukhwas Silver
• Mukhwas-1
• Mukhwas-2
• Mukti
• Mung Flour
• Papad Kharo
• Patasa
• Peanut Salted (Skin)
• Poha Corn
• Poha Sabudana
• Poha Nylon
• Poha Medium
• Poha Thick
• Popping (Juwar)
• Popping (Corn)
• Poppy Seeds
• Potato Wafers (Grill)
• Potato Wafers (Plain)
• Potato Wafers (Sali)
• Panch Puran
• Ragi Flour
• Rajgira Whole
• Rajgira Flour
• Refined Flour (Maida)

• Raisins (Red Draksh)

• Rewadi
• Rice Basmati
• Rice Chakri
• Rice Flour
• Rice Boiled
• Sabudana Whole
• Saji Na Phool
• Salt
• Samo
• Sesame Seeds (Salted Yellow)
• Sesame Seeds (Sugar Coated)
• Sindhav Powder
• Sindoor
• Singoda Whole
• Singoda Flour
• Soji (Coarse)
• Spinach Whole (Palak)
• Sugar - Big
• Sugar - Medium
• Sugar - Small
• Sukhad Pieces
• Sukhad Powder
• Supari (Churo)
• Supari (Flex)
• Supari - Whole (Big)
• Supari - Whole (Small)
• Supari – 1
• Supari - 2
• Takmaria
• Tamarind (Imli)
• Toor Flour
• Udad Flour
• Vatana (Salted Yellow)
• Wadi Chokha
• Wadi Chora
• Wadi Moong
• Wadi Punjabi
• Wadi Soya (Chunks)
• Walnut Whole
• Wheat Flour
 • Wheat Sev

Grocery Items are available in consumer pack sizes of 100g, 200g, 400g,
500g, 1 Kg, 2Kg, 1Lb and 2 Lbs.

Here is an exhaustive listing of quality products.

GROCERY - 2 (Branded / Unbranded)

• Camphor
• Apple Murabba
• Biscuits Boost
• Biscuits (Khari)
• Biscuits Brittania
• Biscuits Horlicks
• Biscuits Parle
• Bournvita
• Chawanprash
• Chikki (Peanuts)
• Chikki (Sesame)
• Chikki (Chana)
• China Grass
• Chum-Chum
• Chuno (Big)
• Chuno (Small)
• Coconut Oil
• Coffee
• Corn Oil
• Custard Powder
• Dalda Ghee
• Dehydrated Vegetable
• Divate (Cotton Wicks)
• Drumstick (Sargvani Sing)
• Eno Fruit Salt
• Essence
• Fatafat Candy
• Food Color
• Garlic Flakes
• Garlic (Granules)
• Garlic (Powder)
• Garlic (Whole)
• Glucose Powder
• Groundnut Oil
• Horlicks
• Jaggery (Gur)
• Jam
• Janoi
• Katho Paste
• Katho Powder
• Katho Whole

• Kelvert Syrup
• Lijjat Papad
• Maggi Noodles
• Maggi Sauce
• Maggi Soup
• Mango Papad
• Milk Powder Skimmed
• Milk Powder Whole
• Mustard Oil
• Namkin
• Neem Toothpaste
• Nestle Kulfi Mix
• Noor Soup
• Onion Flakes
• Onion Powder
• Pan Pasand Candy
• Petha
• Pickles
• Ramkada (Colored)
• Ramkada (Plain)
• Rasogolla
• Rice Sev
• Sabudhana Chakri (Plain)
• Sabudhana Papad (Color)
• Sabudhana Papad (Plain)
• Sabudhana Wafer (Color)
• Sabudhana Wafer (Plain)
• Sabudhana Wafer (Grill-Color)
• Sabudhana Wafer (Grill-Plain)
• Sabudhana - Potato Wafer (Color)
• Sabudhana - Potato Wafer (Plain)
 • Saffron
• Sesame Seeds Oil
• Sunflower Oil
• Tea (Manekchand)
• Telephone Isabgol
• Toast
• Vermicelli - Plain
• Vermicelli – Roasted
• Vicco Toothpaste
• Vicco Toothpowder

Note: (1) Exported in original packaging & cartons of respective suppliers.

(2) Inquiries are solicited for other brands available in Domestic /
Indian Market.

Here is an exhaustive listing of quality products.

HERBAL PRODUCTS (Other Brands)

 Amla Murabba
 Amla Pudi
 Ashwagandha Powder
 Balm
 Batrishu (Katlu)
 Castor Oil
 Clove Oil
 Dabur Hajmola
 Dharasana Malish Oil
  Gokharu
 Gripe Water
 Gulkand
 Hamdard Joshanda
 Hamdard Safi
 Havaban Harde
 Honey
 Kayam Churna
 Kevda Water
 Mahasudarshan Churan
 Mahendi (Black)
 Mahendi (Regular)
 Rose Water
 SandalWood Oil
 Satawari Powder
 Shikakai Powder
 Shilajit
 Sitopaladi Churna
 Somva 34
 Triphala Churna
 Zandu Bal Chamcho
 Zandu Bal Guti

Note: (1) Exported in original packaging & cartons of respective suppliers.

(2) Inquiries are solicited for other brands available in Domestic /
Indian market.
Here is an exhaustive listing of quality products.

PULSES

 Chana Dal
 Chana Whole (Black)
 Chana Whole (Green)
 Chana Whole (Regular)
 Chora Dal
 Chora Whole
 Kabuli Chana - Big
 Kabuli Chana - Small
 Masur Dal
 Masur Whole
 Moong Dal- Big
 Moong Dal- Small
 Moond Dal - Big (Without Skin)
 Moong Dal - Small (Without Skin)
 Moong Whole - Big
 Moong Whole - Small
 Muth Dal
 Muth whole
 Rajma Whole - Big (Red Kidney beans)
 Rajma Whole - Small (Red Kidney Beans)
 Toor Dal Oily (madhi)
 Toor Dal (Without Oil)
 Toor Whole
 Udad Dal (Without Skin)
  Udad Dal (With Skin)
 Udad Whole (Black)
 Val Dal - Big
 Val Dal - Small
 Val Dal Whole - Big
 Val Dal Whole - Small (Ranguni)
 Valore Dal
 Valore Whole
 Vatana Dal
 Vatana Whole (Green)
 Vatana Whole (Yellow)

Available in consumer pack sizes of 1kg, 2kg, 2lbs, 4 lbs

 MANUFACTURING PROCESS AT RAMDEV

Besides state-of-the-art technology and the finest machinery, we have under

our belt, a wealth of experience in producing and processing spices and food
products, both for Indian and global markets.

Spread over a sprawling 37,000 sq. yard plot, the unit has the capability to
match the best manufacturing processes and standards in the industry. A
special technique of Fumigation has been employed to improve the quality
of the product and increase its shelf life. The unit has a cleaning and
processing capacity of more than 60,000kg.perday.

An in-house Research & Development Laboratory, works in line with a

standard set of research methodologies adopted by research institutes of
repute in India and abroad to carry out analysis of various products. Apart
from the combined effort of our team of professionals in ensuring consumer
satisfaction, we have established a Sensory Evaluation Division and a
Trained Panel in our Quality Control Lab for consumer acceptance of
products.
 PRODUCTION LINE 1 (SPICE POWDER)

Proportioning and Testing

Cleaning and Drying

Grinding

Agmark Test

Packing

Chill Powder:
The red chilies are first fed into a grinding cum pulverizing machine. Castor
oil is added in small quantities and is mixed gradually. The grounding of
chilly powder is done in a totally enclosed environment. The ground chilli
powder is checked for its quality. There after it is sent to the pouch making
department for packing and dispatch.
Turmeric Powder:

Raw turmeric is in the form of lumps. These lumps are ground in a special
Grinding-cum-pulverizing machine which has built in cycle separator and
bagfilters to avoid product loss. Turmeric being a very light powder this
section is also in a completely enclosed area.

Coriander Powder:

Production system of coriander powder is almost similar to chilli powder.

PRODUCTION LINE 2 (premium Masala)

Proportioning and Testing

Cleaning and Drying

 Grinding

Packing

The main ingredients in premium masala are ginger, fenugreek, clove, black
pepper, cardamom, nut-meg, trifla, fennel, cumin, etc. These various
ingredients are mixed together in small quantities in a required proportion.
The blending material is roasted and baked in an open jacketed vessel using
thermic fluid heating systeam and electricity. The roasted mixture is allowed
to cool and then ground in a pulverizer. The pulverized material is then put
through a sieve before being sent for packing.

PRODUCT LINE 3 (Instant Mix)

Room Fumigation

Cleaning

Grinding

Mixing

Vacuum Fumigation
 Packing

The various raw material like grain, pulses, etc. required for instant foods are
stored in a Nitrogen rich atmosphere for fumigation. The grains and pulses
are then grounded in a small roller flour mill and then are put through a
sieve. Thereafter other ingredients like salt, sugar, sodabicarb, citric acid etc.
are added in small quantities as per the requirements. The blended material
is roasted and baked in an open jacketed vessel using fluid heating system
and electricity. The material is blended with the help of the blender.

The material thus prepared is stored in a chamber with Nitrogen gas. This is
later packed in pouches for dispatch.

PRODUCT LINE 4 (Hing )

Dissolution of “Hing Ras” in water

Drying by Owen

Grinding & Mixing of Edible Starches

 Drying by Owen

Agmark Test

Packing & Wrapping by hot shrink machine

The technique for the preparation of good quality compounded Asafoetida

has been standardize. So as to provide retention of flavour, characterization
and layer shelf life.

To manufacturing Asafoetida the paste mass is soaked in required quantities

of water. The other ingredients (wheat & rice powder) are mixed in required
production in a mixer, to which the slurry of soaked Asafoetida is added and
mixed well. The compounded Asfoetida produced in a mill and then packed
as such or after tableting.

The plant & equipment used in manufacturing Asafoetida are:

• Mixer
• Milling unit
• Tableting Machine

The basic raw material is imported mainly from Iran & Afganisthan &
processed into powder & tablet form.
Hierarchy in production department:

Production Dept.

Purchase Manager Production Manager

Assistant Purchase Manager Supervisor

(Dept. wise & Shift wise-
2 Shifts)

Workers

Role of production manager

The role of production manager at Ramdev is as follows.

• The production manager is supposed to look after the production

process and production scheduling to the market requirement.
• Previously production and the purchase manager were the same but
now considering the increased requirement, those posts are separated.
• He is also supposed to look after the maintenance of the different
registers like inventory register, production book, etc at the factory
Other important points

• Requirements of power 500KV and GEB is able to supply 475KV.

• No steam and water is required.
• The packing is done in two ways. One is manual and the other is on
machine. Small packs are always packed on machine and big packs of
1 kg are done manually due to its weight. Sometimes when demand >
capacity of the machine especially during season then also packing is
done manually.
• The raw material purchase is always of highest quality and is tested
even grinding.
• Family members are involved at each stage of production process at
Ramdev to insure good quality.
• There is a replacement department at factory, while handles all the
formalities related with the replacement.
• There is special Research and Development department facility in
order to see the follow up Agmark requirement the department is
responsible for the consistency in the quality of the product.
• Machines are depreciated in straight line which were previously
depreciated by written down method because of accounting problem.
Personal management though is a support activity can become very crucial
for an efficient working
of an organization. The practices followed at RAMDEV can be discussed
under the following heads.

MANPOWER PLANNING

At Ramdev there is no formal manpower forecasting procedure. The

induction is entirely need based
and so as and when need arises persons are recruited. The need is identified
by different department
heads that in turn report to personal manager about the felt need. So that we
can say that formal fore-
casting procedure are not in place.
The reason behind need based recruitment can also be traced out in the
objective of the manpower
planning as defined by Sr. Mgr. (HRD) is that
“Employees should have a sufficient job – a specified.”

The recessionary period has forced RAMDEV to stop further recruitment

especially at senior levels.
Sales staff has reduced by 30 - 35 people and replacement has not been
attempted.

At RAMDEV manpower audit is done to monitor no. of workers or

employees at each position. This
includes Sales Representative (SR) under each Sales Supervisor (SS), no. of
personal in service, no. of
unfilled position, no. of leavers, no. of recruits, no. of promote and no. of
absentees. This is evident from the organizational chart given in the
appendix.

The vacancies allow personal manager to decide about replacement or

otherwise. The no. of absentees
help them to check absenteeism and take necessary steps. This issue will be
detail later in this chapter.
The manpower audit system is efficient at RAMDEV, which help personal
manager to sufficient monitor and control manpower.

RECRUITMENT AND SELECTION

As mentioned earlier that manpower policy is entirely need based. And any
need felt by the department head is communicated to the personnel head
who
tries to source and help in identifying and choosing right candidate.

3 Sources of Recruitment

1. Through Advertisement

The vacancy is advertised in newspapers. This is common source both for

Sales Representative and for manager level recruitment. The job description,
age limit, qualification, expected salary, is mentioned in the advertisement.
The advertisement is generally published in the local newspaper where the
branch is situated and requires new employees to be recruited. The through
mention of the job requirement reduce the possibility of unqualified people
to be selected. Though this source is used for all level recruitment, still it is
mostly used for Sales Representative post. The sourcing through
advertisement in newspaper is also important owing to the fact that the
organization is relatively new and it is difficult to find experienced persons
in-house to fill the vacancies occurring at managerial level.
 2. Present Employees
Present employees are an important source of filling vacancies. This
source offers many advantages like higher motivation, less training needs,

Less administration for interview, etc. It is even more important at

RAMDEV because this is only major motivational contributor apart from
monetary towards.

But according to the personnel manager it is difficult to find managers for

new openings from in-house because most of the employees are hardly 4 –
5 years old. But still at RAMDEV preference for recruitment is from in-
house only.

3. Word of Mouth

By world of mouth we mean sourcing from acquaintance of present

employees. This source is the major one at RAMDEV and applicants from
this source are given preference also. Generally this source is used for
peons and clerks. This is cost advantage and it is also suitable for this cadre
of posts.
4. Contracts for Factory Workers

RAMDEV gets its factory workers from contractors only. And this is the
main reason that there is no strikes or lockouts in the factory, according to
the Personnel Manager. There is no union at factory because contractors
are fully responsible for providing the workers with temporary and
permanent employees. They are also responsible for the absenteeism
problems.

5. Other Sources

Others sources like campus recruitment, consultants, employment

exchange and agencies have never been used for variety of reasons. And
according to HR manager, RANDEV is doing well with present sources
and there is no need to bother about other sources.

Selection Method

In case of outsourcing of recruits, the following method is used. (Except

for sales representative, peons and factory workers).
 The application is prepared according to job specification of the
post. The aspirants will apply for the post and on that basis they
are scrutinized for the preliminary call.

 Then calls are send to aspirants. The interview is taken by the to be

immediate superior. In case of manager level recruitment a special
committee is formed comprising Personnel Manager, General Manager
Finance and the concerned department head. This committee choose the
candidate after interview. In case of sales representative the decision is
passed to the Personnel Manager for approval.
 After interview merit cum waiting list of selected employees is
prepared. In case one doesn’t join the job next candidate can be given
chance.

 At manager level recruitment the candidate after being selected by the

Committee, he is sent to the Managing Director for the final interview.
He is selected only if the M.D. approves such a candidate.
 TRAINING

Job fit is important performance on the job. It is also source of motivation.

Every job ahs its unique requirement. Choosing a suitable candidate is just
The first step in fulfilling the job requirement. Training is important togive
insight about the intricacies of the job and matching the skills with job
requirement.

At RAMDEV only fresh candidate are given training and there is no

Developmental training for those who have been promoted. Any training
required for developing particular skills for requirement of the job is
imparted out of the organization by suitable organization involved in
inculcation of particular skill in trainees. No training system is there for the
manager level employee except that there is a acclimatization system
included in induction procedure where the new recruits are taken all over
the organization to make them familiar with different persons in the
organization.
 The following is the broad area of training imparted to employees at
RAMDEV.

 Training in company policy and procedure (Induction Training) only

toPersons from and above cadre of sales representative.

 Training in particular skill only to check level staff e.g. in typing,

reception work, computer training etc. this training is mostly carried
outside the premises of RAMDEV.

 Management development programmed is also carried at RAMDEV

as itis a member of Ahmedabad Management Association. RAMDEV
takesactive parts in the programs organized by this institution.

 RAMDEV does not have any employee development in place to

enhance intellectual and emotional abilities needed to handle greater

responsibility through formal or informal means, which is one of the
limitations of theHuman Resources Management at RAMDEV.
 PERFORMANCE APPRISAL

Performance appraisal is a systematic evaluation of personnel by

supervisors or other familiar with their performance because employers
are interested in knowing about employees’ performance. Appraisal is
essential for making much administrative decision e.g. selection for
promotion, training, transfer, and wage & salary administration. Thus it is
a systematic and objective way of judging the relative worth or ability of
an employee in performance his task.
At RAMDEV performance appraisal is obviously very systematic
because of Its indication to refer persons from within the organization.

There are four different types of formal performance appraisal for

 Sales Representative
 Sales Supervisor / Area Sales Manager / Regional Sales Manager
 Staff
 Other persons in management

The assessment is done every six months and this assessment is used for
promotion as mentioned earlier.
RAMDEV uses rating scale method of performance appraisal wherein
immediateboss rates employee on different parameters. There are
different parameters fordifferent posts. Personnel manager prepares these
forms. The employee is thus
rated on the basis of his score. In the rating system different weightage is
givento different parameters. Maximum weightage is given to
performance in quantitativetargets achieved. There is 100 point
(Maximum) and using the formula based onweighted score, the actual
score of the employees is arrived.
The score thus arrived is the objective score of the candidate. Apart from
this education, experience, etc. is also considered for determining the
incrementsin wages and salaries promotion of the employee. There is a
six monthly review and increments are given every 1st April of the year.

For manager cadres and above candidates, rating system is different with
the inclusion of the concept of self-evaluation by the employee.

The appraisal forms are given in appendix, which also different

parameters that Are considered important for different jobs.
The appraisal system at RAMDEV is very good and is the source of
deciding about the employee’s increment and position in the environment
of the organization.

The biggest disadvantage in this system is that the supervisor or the

immediate
 boss is the judge and many a times his bias may creep in his judgment.
Again as in
case of sales representatives, there are different supervisors judging the
individual
differently.

Feedback in subordinate is generally unpleasant for both supervisors and

subordinates.
The supervisors in this system require enough tact and insight to judge
the individual.
The performance appraisal forms are given in appendix and it also
indicates the
competencies required for different positions.

INTERNAL MOBILITY

This is one of the greatest non-monetary sources of motivation. This also

satisfies
organizational requirements vis-à-vis employee needs. Promotion is the
biggest
sources of internal mobility at RAMDEV as inter department transfers
are less common.

Promotion, which at RAMDEV is considered to be the best way to

satisfy individual
 apart from increments, increases responsibility or status of an individual
at RAMDEV.
Promotion is yearly and is based on the performance appraisal system,
there are 14
cadre in the order of ascendancy. Please refer appendix for
organizational structure.

Clerk Senior Clerk Section Incharge Jr. Executive

Sr. Manager Manager Sr. Executive Executive

Dy. GM General Manager

Senior Vice President Sr. GM
Vice President

Many times it happens that due to promotion only status changes but job
specification remains the same.

The following are the main purpose of promotion at RAMDEV.

  Recognition of job well done by the employee.
 Source of motivation.
 Device to retain and reward an employee for his years of service.
 To give job satisfaction and to increase the morale.
 To impress upon that opportunities are there at RAMDEV if they
perform well.

Bases of Promotion

As seen in the section on performance appraisal RAMDEV uses the

unique mix of both seniority and merit system in promotion. The
objective score of an individual is seen in relation to his experience
and education to judge employee and decide about his promotion.
Thus many of the demerits of these two systems are removed by
implementing a proper mix of the two.

The importance of seniority inculcates loyalty in employees. And the

merit
System provides the drive towards the creativity and excellence.

On making of promotion, the company announces increment of 1+0.5,

1+1 basis. The increment depends on the post where employee is
promoted
and transferred.
 STUDY OF PROVIDENT FUND SCHEME

The provident fund scheme covers those company servants who have
worked for more than 10 years. In provident fund the contribution from
company is 12 % of the employees basic and the same from the employee’s
salary is also deducted. Thus in total 24 %, 8.33 % remains in government
treasure and the remaining 15.67 % of provident fund is paid at once after
retirement of employee and the 8.33 % remained in the government reassure
is paid in installments to the employee.
TURNOVER
The problem of turnover is not much seen in the factory or the office staff.
Turnover is there only in the field staff. It is about 28 % p.a. according to
HR manager, but it is because of the nature of the job and is highly
uncontrollable.

LEAVE ENCHASHMENT

Leave encasement is based on normal pay. There are not much provisions
regarding leave encashment, whatever leaves is there is encashed.
 GRIEVANCE HANDLING PROCEDURE

There is no formal grievance handling process at RAMDEV. The grievance

handling at RAMDEV constitutes step by step procedure. Most of the
grievances occur in marketing and field staff. The grievance is put before
line executive of the department. If he fails to solve it successfully then
Personnel Manager takes the charge of the situation and tries to solve it.

Regarding Unionism in RAMDEV.

There is no union at RAMDEV. Workers are hired from contractors and any
grievance is the headache of contractor. Still if there is any problem with any
employee or worked at factory, it is solved by mutual understanding.
 TIMEKEEPING

A muster roll is maintained which is kept with receptionist. Except for the
manager and above level employee, it is compulsory to sign in the muster.
The employee is supposed to fill reporting and departure time in the muster,
the office time at RAMDEV is 10 a.m. to 6 p.m.

The time keeping system helps the companies in leave management i.e. who
has utilized which types of leave during the year. This will help in the
calculation of leave encashment amount.
The dried, ungrounded and grounded spices are exported to different
countries. The major spices exported from India are pepper, cardamom
celery, cloves, nutmeg, saffron, fennel, cumin, etc. and other spices grown
largely for internal consumption. Ginger is almost exclusively consumed
internally in fresh green form. India’s spice export during April 1998-
January 1999 period reached Rs. 1232.32 crores during corresponding
period in the previous year.

The spice grinding industry requires attention, full support and nourishment
through modernization to produce quality products to satisfy the need to
international markets and to achieve recognition in global markets.

Other facts about spice exports:

• Export of pepper constitutes large share in spice exports from India.

 • Export of Chilly was second largest share and this along with
Turmeric and Coriander constitutes sizable portion of spice export.
• Export of value- added spices like curry powder and spice oleoresins
and other oils has moved up.
• Export of Cumin, Fennel, and other seeds like Aniseeds, Ajowan has
remained low.

ABOUT PACKED SPICE INDUSTRY

Our mothers and grandmothers were generally making thick paste from
different spices in stone paste mortar with water and the paste was used in
preparation of vegetables and other food items to give special flavours. But
now the life has become very fast, families have become fragmented and
housewives have no time even for cooking due to socio-economic reasons.
They are becoming labor conscious and time saver and adaptable for ready-
to-use articles and ingredients. Spices, which are supposed to be added in
every preparation in morning hours for good taste and falvour the ground
spices have a very important role in saving time and labor during cooking
hours.

The commercial enterprise could realize the problem of housewives in using

the spices and started producing ground spices. They made available
different common ground spices in appropriate pack at reasonable rates
affordable to the common house ladies for ready to use them in preparation
of various kitchen and palatable food items.
 MAJOR COMPETITORS

The major competitors are:

- Madhur
- Wonder
- Shree Ganesh
- Gajanand
- Bedshah
- Small units