A REPORT ON INDUSTRIAL VISIT AT

Mapro Foods Private Limited

WAI (MAHABALESHWAR)

On 12th March 2011

JAYAWANT INSTITUTE OF COMPUTER APPLICATIONS (MBA DEPARTMENT)
TATHAWADE PUNE-33

Authored By: Pravin Thorat

Mapro Foords Private Limited

Located around the idyllic hill-town of Panchgani in Western India, Mapro Foods manufactures Fruit Jams; Fruit beverage concentrates Crushes and Squashes; and Fruit Bars. With an annual processing capacity of around 30 thousand MT, Mapro is a market leader in Western India. The company has grown organically over the last five decades with sustained profitability. Known for its quality and innovation, Mapro has been built on its founders philosophy of developing products that are wholesome, nutritious, value-for-money, and imaginative.

It was our pleasure that we all got an opportunity to visit Mapro Foods Private Limited situated at Wai, Mahabaleshwar on . . Mapro Foods Pvt Ltd is a Leader in the fruit Beverage and Fruit Jam market in Western India. Set up as aFamily business over 45 years ago, it has earned a name for Quality and consistency. Mapro products enjoy Premium Status in the Indian market. The

Manufacturing facilities are Certified ISO 9001:2000 and HACCP by BvQi. Founded in 1959, the Company had its humble beginnings in the hill-town of Panchgani, near Mahabaleswar, when a businessman named Kishore Vora a pharmacist by profession, decided to make some strawberry jam. He then went on to develop innovative products such as jelly sweets, fruit cubes with fruit juice and rose syrups with rose petals all for the first time in country. Today, his hobby has borne fruit in the shape of Mapro, one of the most modern, hygienic, quality-focussed fruit product manufacturing units in India. His vision has been taken forward, thereby transforming the region around Mahabaleshwar and Panchgani, the erstwhile sleepy hill stations of Maharashtra, into a flourishing fruit processing zone. The Company has expanded capacity to now produce 30000MT of processed frozen foods p. A. It is setting up a Frozen and Fresh Food Distribution Chain in Indian Metros to service the fast growing modern Organised Retail Supermarkets being set up in India.Mapro Food Private Limited is a fruit processing company located in Panchgani, Western India. Built up in 1960s by Kishore Vora, it has already become the 2nd largest producer of processed fruit products. Company Name: Mapro Food Private Limited Estimated Annual Sales (USD): US$5 Million - US$10 Million Corporate Status: Corporation/Limited Liability Company Year Established: 1990

Legal Representative / CEO/Business Owner: Mayur Vora Website: http://www.mapro.com

Employees: 501 - 1000 People Main markets: Southeast Asia Business Type: Manufacturer Product/Service: Fruit Jam, Frozen Pulp, Fruit Concentrate, Fruit Juice Address: 122, Shendurjane, Wai-Surur Road, Wai 412 803 Dist. Satara, Maharashtra, India. Email ID: info@mapro.com Mapro was founded in 1959, the Company had its humble beginnings in the hill-town of Panchgani, near Mahabaleswar, when a businessman named Kishore Vora a pharmacist by profession, decided to make some strawberry jam. He then went on to develop innovative products such as jelly sweets, fruit cubes with fruit juice and rose syrups with rose petals all for the first time in country.

Today, his hobby has borne fruit in the shape of Mapro, one of the most modern, hygienic, quality-focussed fruit product manufacturing units in India. His vision has been taken forward, thereby transforming the region around Mahabaleshwar and Panchgani, the erstwhile sleepy hill stations of Maharashtra, into a flourishing fruit processing zone. Mapro Foods Private Ltd. is a fruit processing company, which is situated at Panchgani (near Mahabaleshwar) a panoramic and beautiful hill station of western India. Panchgani is 100kms from Pune and 250 kms from Mumbai and is just off the Golden Quadrilateral. Panchgani was established by the British for the education of their offsprings, resulting into a hub of schools. It is known for its famous schools. This beautiful hill station of India possesses the health, housing and other amenities and attracts more than a million visitors every year. Mapro is in the fruit processing business over more than forty years and it is known for quality and innovation in the industry. The Brand Mapro is a well-recognized brand in India. The company has shown organic growth over the last four decades representing sound financials with sustained profitability. The company was founded by visionary Shri Kishore Vora, a pharmacist, and at present is headed by Shri Mayur J.Vora who is the Managing director of the Company. Shri Mayur J.Vora, an alumnus of IIMB, is Heading the Organization for last 20 years and has enhanced the Vision of Kishore Vora by transforming Mahabaleshwar/Panchgani, the scenic hill station of Maharashtra, into Fruit processing zone of the Nation. Mapro Foods Private Limited is the flat organization where management works along with their technical and sales functionaries to achieve the vision and mission of MFPL.

Products
Mapro has a range of nutritive, lip-smacking products. Mapro is a Manufacturer and Exporters of Jams, Squashes, Sherbats, Fruity Sweets, Jelly Sweets and Confectionery.Mapro is a leading innovator of processed fruit products in western India for the last 50 years. Their products include fruit based concentrates, jam and preserves, ready-to-drink fruit drinks, and fruit jellies and confectionery. We revitalized the brand and designed the package graphics for the range of concentrates and drinks.

Mapros portfolio of products provides a high quotient of natural fruit in the form of Jams, Fruit bars and chews, Syrups, Crushes, Squashes, and Dessert Toppings. Its range of premium products such as Thandai crush and Kesar syrup are made from the finest selection of exotic ingredients. Mapros products are known for their wholesome taste and quality, as also their natural goodness and nutritive value. Mapro was the pioneer of fruit-based confectionery in India, with its first jelly sweets being made from fruit juices and liquid glucose. The Falero pulpy fruit chews, which are better known as pates de Fruit in the rest of the world are excellent exemplars of Mapros very own Innovation Labs. Faleros come in unique indigenous flavours that are suited to the Indian palate, like Kacchi Kairi (Raw Mango), Alphonso Mango and Strawberry.

Quality
With its state-of-the-art production facilities, Mapro is committed to developing, producing, packaging, storing and selling food products, with high regard for safety, nutrition and taste, by continually improving quality and food safety management systems to meet and exceed customers expectations. The company has obtained ISO 9001:2000 certification and HACCP Certification from BVQi. ISO 22000 Certification is currently under implementation and the implementation of B. R. C. Standards is being planned in the near future.

Having started with a capacity of 10MT of processed fruit products a year, the Company today has a processing capacity of about 30,000MT per Year with its factories in the Shendurjane village of

Satara district, Panchgani town, Gureghar village of Mahabaleshwar tehsil and Indora town of Kangra district in Himachal Pradesh. The development of the village of Gureghar, comprising around 70 families, between 1971 and 1985, is a case-study in itself. It started out with 12 persons working as permanent employees at the Gureghar fruit processing unit, with the rest into subsistence farming. But for them too, there was hope. They had continuous and sustained income with a ready market at their doorstep. They started growing strawberries, with technical guidance from Mapro, and today the region has the highest produce of strawberries in all of India, one of the major catalysts for the manifold increase in tourist inflow over time. All these achievements have been through sustainable means, keeping the regions ecology in mind. Gureghar boasts of being one of the first villages to have 100% sanitation with every house having their own biogas plant. Today, statistics reveal 100% employment in the village, with none under poverty line, and 100% literacy with a 0% dropout rate. Mapros vision does truly extend beyond business

Recent Trends
Mapro has recently launched its fruit flavoured ice teas available in three flavours- lemon, peach and strawberry. It has also launched Falero Kacchi Kairi which is a pulpy fruit chew made from fruit pulp of raw mangoes and is available in two flavours of strawberry and kacchi kairi Frutons, another product launched by Mapro, are fruit bites made from fruit pulp and juice. Frutons are available in an assorted mix of orange, strawberry, pineapple and raspberry. Strawberry Jam: Get a head start to your day with this delicious, deep red, fruit-filled, healthy jam. Apart from being a perfect topping for toast at breakfast, it is often used on cakes, cookies and tarts. Roll some jam for a quick snack in a chapati or puri or just lick it off a spoon for a lipsmacking, delightful explosion of fruitiliciousness. Gingerale Squash: A squash with all the goodness of Ginger, Originally grown in Asia, ginger helps in digestion and blood circulation. In the form of gingerale, it works as an effective stomach settler with its antacid properties. It is used in mocktails or had as a healthy, delicious drink by mixing one part of squash with three parts water or soda Recent News From Mapro Mapro Foods to foray into F&B segment: With growing demand for fruit-based products Mapro Foods has decided to augment their fruit processing capacity at Mapro Food Park, Panchgani. According to a company official, the food park has a capacity to process over 60,000 litres of SCS (squash crush and sharbat) range and process over 2 lakh litres ready-to-serve beverages every day.

Savour India's largest strawberry harvest: This place is heaven for strawberry lovers, you pluck your own strawberries right on the farm, eat as much as you want and walk away without paying a penny. This is what hundreds of tourists are doing in Mahableshwar, 150 kms from Pune. Faced with a bumper crop farmers are celebrating the strawberry festival for the second year in a row. Mapro to bring back Vimto fruit squash: T was grandpa's favourite drink back in 1912, and now Mapro Foods, the second-largest producer of processed fruit products in Western India, is set to bring back into the country Vimto, the fruit-based beverage brand from the UK. The Panchganibased company signed an agreement last month with the 100-million Nichols to manufacture the brand under licence at its facilities. The brand will be available in India in its popular avatar, a mixed fruit squash, beginning March, the CEO of Mapro Foods, Mr Mayur Vora, told Business Line. Mapro Foods Plans to Spread Its Wings: Mapro Foods CEO Mayur Vora told FE that the focus is now on the northern and southern regions after establishing a presence in cities like Mumbai, Pune and Ahmedabad. The strategy adopted by the company is to focus on cities offering high potential. That is why it is more bullish on its foray into the northern and southern

Photo Gallery

Mapro Foods Private Limited Processing Unit

Students at Factory sales counter buzy in enjoying Mapro products

Mapro Quality Norms Display Board

Mapro Production Facility

Mapro Production Facility

Mapro Production Facility

Mapro Production Facility

Mapro Production Facility

Mapro Production Facility

Mapro Warehouse

Cold Storage at Mapro

Mapro Logistic

Mapro Bazar

Mapro Bazar

Contact Details

Mr Mayur Vohra MD Mapro

Address of Company 122, Shendurjane, Wai-Surur Road

Wai 412 803 Dist. Satara, Maharashtra India Email ID: info@mapro.com Phone +91.2176.222111 Fax +91.2176.222031 Phone +91.2168.240112 / 240199 Phone +91.2168.240111 / 240114

Fax +91.2168.240117 / 240112 Registered Office 122, Shendurjane, Wai-Surur Road Wai 412 803 Dist. Satara, Maharashtra India Phone +91.2176.222111 Fax +91.2176.222031 Area Sales Office Sales Office 428, Bhagyodaya, Building No 9,

Phone +91.2168.240111 / 240114

Kher Nagar, Bandra (E), Mumbai 400 051 India 4, Sadhana Apartment, 1105/5 Model Colony, Pune 411 016 India Phone 022.65298725, +91-97662 66295