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Our Founder - Sir Shri Ram (1884-1963)

Sir Shri Ram was an eminent and public-spirited philanthropist, an outstanding

industrialist and one of the trend-setting visionary leaders of the Indian business
community. He possessed the rare business perceptions and uncommon
entrepreneurial acumen for setting up industries.

Sir Shri Ram began as a humble worker and went on to set up one of India's largest
business houses - the DCM Group. Born into a family of modest means, Shri Ram, in
the 79 years of his life, built an industrial empire manufacturing a vast variety of goods
like - textiles, sugar, chemicals, vanaspati, pottery, fans, sewing machines, electric
motors and capacitors.

In 1909 Sir Shri Ram has joined DCM at the age of 25 years. Lala Shri Ram's earlier
entrepreneurial initiatives had ended in debacles. It was in 1917 at DCM at the end of
the First World War that he got the opportunity to choose entrepreneurial alternatives. It
was Madan Mohan Lall and Sir Shri Ram's managerial initiatives in expanding the
Company's government business during the First World War that brought about the
recovery in DCM. He came in to prominence as he wanted DCM to expand. Along the
years he diversified into many other businesses also.

His dealings with the workers throw into relief another aspect of his personality. Unlike
other industrialists of his stature he would communicate with the working class. In a
society as stratified as the Indian, society he has the unusual gift of looking at the
process of industrialization through the workers eyes.

At a time when the country faced problems of multiple dimensions, the biggest
challenge before the first Prime Minister Pt. J. L. Nehru was to lay foundation of
industrially self-reliant India. Sir Shriram left no stone unturned in realizing the dreams
of independent India by setting up of new lines of industrial units with the highest
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standards of quality. He took lead and brought the entrepreneurs of that period together
by forming institutions like CII, FICCI and PHDCCI, which today play a key role in the
growth of Modern India. His election in 1930 at the age of 46 as the President of FICCI
showed his national status.

Even British Raj recognized the contributions made by Sir Shriram towards the
development of society and hence conferred him with a knighthood.

Sir Shriram was among the earliest industrialists who could foresee the usefulness of
organized approach by the country's business community. Moreover, in seeking growth
for his enterprises, Sir Shriram scrupulously pursued a policy which had its foundation
based on intellectual integrity, devotion to duty, and a liberal humanism directed
towards the common weal of all sections of Indian society.

He had said, "Management in business is essentially a matter of human relations."

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 COMPANY PROFILE

About Us
DCM Shriram Ltd. is a leading business conglomerate with a group turnover of Rs. 6400
crores. The business portfolio of DCM Shriram comprises primarily of two types of businesses.

 Agri-RuralBusiness
Urea & SSP fertilizers, Sugar, Farm inputs marketing such as DAP, Crop care Chemicals,
Hybrid Seeds

 Chlor-VinylBusiness
Caustic Soda, Chlorine,Calcium Carbide, PVC resins, PVC Compounds, Power and Cement.
Also it has a value added business Fenesta Building Systems.

DCM Shriram, a spin-off from trifurcation of the reputed erstwhile DCM Group in 1990, is
managed by Mr. Ajay S. Shriram, Chairman & Senior Managing Director and Mr. Vikram S.
Shriram, Vice Chairman & Managing Director, along with a highly professional executive team.

Manufacturing Facilities
DCM Shriram has manufacturing facilities of Fertiliser, Chloro Vinyl & Cement in Kota
(Rajasthan). The company operates coal-based captive power, facilities - in Kota rated at 133
MW and 55 MW in Bharuch (Gujrat). The Urea plant in Kota has a Production capacity of
379,000 TPA & Chlor- Alkali capacity of 765 TPD in both Kota & Bharuch.
DCM Shriram Sugar factories are located in Ajbapur, Rupapur, Hariawan and Loni in Uttar
Pradesh, with a combined installed capacity of 33,000 TCD (tonnes crushed daily) and a
power- generating capacity of 94.5 MW. The Hybrid seed operations- ‘Bioseed’ started in
Hyderabad (India) and now have a global footprint with presence in Vietnam, Philippines and
Indonesia.

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Fenesta windows fabrication units are located in Bhiwadi, Hyderabad and Chennai. All its main
line locations/products have ISO 9001 & 14001 (Quality & Environment Systems) and OHSAS
18001 (Occupational Health and Safety Standards) in its facilities.
DCM Shriram has well defined processes in all its manufacturing facilities. Continuous
improvements are made through global benchmarking, TQM, TPM, etc.
There is a strong and proactive focus on safety, health and environment. Some of the facilities
have received international recognition such as British Safety Council Sword of Honour etc.
Business strategy
DCM Shriram, across its various businesses is strategically diversified yet operationally
integrated at a high level. Some of the businesses feed others, thereby lowering operation
costs and making DCM Shriram a highly competitive player. DCM Shriram is amongst the
most cost efficient producers of products and services in all its businesses and has been
continuously striving to lower costs. It also has the unique advantage of low-cost captive
power for all the major operations.
Technology
DCM Shriram has a long history of accessing and employing the best technologies for its
projects and has worked successfully with renowned international and domestic technology
partners. As a learning organization, DCM Shriram has worked regularly with the national and
international consultants of repute, in diverse areas of Business Strategy, Quality,
Organizational Development etc.
In a major IT initiative the company has networked all its locations on a Wide Area Network
(WAN) and implemented SAP R/3 Enterprise Resource Package (ERP) across the Company
in 1998 and has also recently taken a lead to implement Customer Relationship Management
(CRM) and Business Information Warehouse (BIW). It is also working on developing mobile
based solutions to deliver information to farmers.
Outlook
In an increasingly competitive global business environment, DCM Shriram's vision is to
continue to strengthen and grow its commodity businesses as well as its “customer” &
“knowledge based” products & services.
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DCM Shriram has been working in the agriculture sector with a vision to increase productivity
and profitability of the farmers through its various businesses: Farm Solutions, Bioseed (Hybrid
Seeds), DCM Shriram Sugar, Hariyali Kisaan Bazaar. DCM Shriram aims to achieve its vision
by adding value to farmers through its large farm extension programmes and last mile delivery
activities.
Fenesta UPVC windows is a customer focussed brand of DCM Shriram, where the customer is
assured of design support, offsite fabrication, firm commitments on deliveries and a trained
installation team, to ensure consistent quality.
The company is in the process of scaling up these operations and believes that these
businesses would be its growth drivers in future.

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 FERTILIZERS (MAJOR/MICRONUTRIENTS)

Uttam Sampoorn Micro Nutrient Mixture Fertiliser

Uttam Polybor Di Sodium Octa Borate Tetra Hydrate (Boron 20%)

Calrich Calcium Nitrate (Ca 18.8%, N 15.5%)

Uttam Recharge N.P.K. (100% water soluble fertiliser)

Granubor 15 % Boron

AGRO PRODUCTS

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UREA

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UREA
Our Urea plant has a production capacity of 379,000 TPA. The complex comprises a 700 TPD
Ammonia plant and a 1200TPD Urea plant. Ammonia is captively used for Urea manufacture.
The feedstock of our plant was changed over in 2007 from naphtha to Natural gas. Our
Fertiliser plants have consistently earned production and productivity awards for their
performance. Located within our Kota manufacturing complex, our urea plant benefits from
access to efficiently generated captive power and robust technical resources that help in
keeping our production costs competitive.
In line with our intent to continuously explore and adopt better manufacturing practices and
feedstock options, we have converted the plant into dual feed. The necessary infrastructure for
transporting gas from the source to the plant has also been put in place. From 2008 we have
been operating fully on gas and continue to manufacture urea in a profitable manner.
Over the last 4 decades of operations, our brand ‘SHRIRAM' has developed a strong presence
in the rural market and is identified with premium quality, reliability and high trust. The
Company has also built up an extensive distribution network over the entire northern and
central India. We have also made a successful entry into the Southern region where our
products are gaining acceptance. Encouraged by the initial feedback from the farming
community there, we plan to further strengthen our presence in that market.

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Sugar

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Sugar
DCM Shriram entered the sugar business in 1998 when it set up its first sugar manufacturing
unit at Ajbapur, Distt. Lakhimpur Kheri, Uttar Pradesh. Other than Ajbapur, its manufacturing
units are located at Rupapur, Hariawan & Loni, all in district Hardoi, Uttar Pradesh. While
Rupapur was acquired in 2003, Loni and Hariawan were set up as Greenfield projects in
2007.The company works with approximately 1.5 lac farmers, has an installed capacity of
33,000 TCD and crushes around 4 million tons of cane from four manufacturing units.
All of our production facilities are completely self-sufficient as regards reliable captive power
based on bagasse, which is a sugar by-product, and are equipped with modern equipment and
machinery. These in turn have made us one of the most efficient crushers and producers of
sugar in the country. The four units together have an installed cogeneration capacity of 94.5
MW, out of which they supply 51.5 MW of renewable energy to the national grid.
Each of these units has invested in state of the art technology that gives them one of the best
manufacturing efficiencies in the country. Every unit has put in place rigorous quality systems
that have won them ISO certification for quality (ISO 9000), environment (ISO 14000), health &
safety (OHSAS 18000).
DCM Shriram lays huge emphasis on regular interaction with farmers for development of cane
quality in its cane command area. It has one of the largest field forces in the country who
regularly advice and support farmers on the agronomy of cane cultivation.
The company maintains a website (www.dsclsugar.com) for the benefit of the farmers where
all supply and payment related information is available to the farmer at a click of a button.

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FARM SOLUTIONS

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FARM SOLUTIONS
DCM Shriram's divison, Shriram Farm Solutions Business, has built considerable strength in
agribusiness domain, ranging from manufacturing capabilities to the delivery of agri-solutions.
It has a pan India presence covering North, West & East India with regional marketing offices
at 22 locations. Supported by a robust and extensive network to make the products and
services available to the rural customers.
Our Farm Solution division has been serving farmers for over four decades through an
extensive network of around 3000 channel partners and 30000 retailers.
The “Shriram“ brand is a symbol of, and is associated with, ‘Trust’, ‘Reliability’, and ‘Quality’
and has a high brand recall amongst the farming community and the rural markets. The growth
in this business over the years has been through efforts focused on value added products and
aligning the whole system towards improved value delivery. The product portfolio comprises of:

 Nutrition Solutions- It includes the wide range of Bulk fertilizers like Urea, DAP, MOP and

SSP

 Paving way for balanced and adequate nutrition to the plant for its robust growth and

development

 Improved Seeds- This category encompasses Hybrid seeds for field crops, vegetables and

high quality open pollinated seeds

 Hybrid Seeds- It includes Hybrid Corn, Bt Cotton, Paddy and Bajra

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 Vegetable Seeds- Including Tomato, Okra, Cucurbits (Cucumber, Water Melon, Pumpkin),

Gourds (Bottle gourd, Sponge gourd, Ridge gourd, Bitter gourd), Cabbage, Onion,

Coriander, Peas, Sweet Corn, Radish, Brinjal

 Open Pollinated Seeds- It includes open pollinated Paddy, Wheat, SSG, Mustard, Pea

 Research Wheat- A research based product line developed under our own R&D and

supervision with superior quality

 Crop Care Chemicals- Wide range of Crop Care Chemicals including Insecticides,

Herbicides & Fungicides.

 Yield Enhancement Solutions- This category includes the new generation water soluble

fertilizers, growth promoters, zinc sulphate, micronutrient mixtures, Mg Sulphate, Bentonite

Sculpture.

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 MANUFACTURING PROCESS – FERTILIZER

The basic chemical that is used to produce nitrogenous fertiliser is ‘Ammonia’. More than 80%
energy required for making fertiliser products goes into manufacture of ammonia. Almost 82%
of the nitrogen application in India is in the form of urea and therefore most of the input energy
goesto the manufacture of ammonia and urea. In view of this, processes involved in the
manufacture of ammonia and urea are reviewed here.

1.1 Ammonia Production Process

Ammonia is produced basically from water, air and energy. The energy source is
usuallyhydrocarbon that provides hydrogen for fixing the nitrogen. The other energy input
required issteam and power. This can be through coal or petroleum products or purchased
power from autility company. Steam reformation process of light hydrocarbon particularly
Natural Gas (NG) is the most efficient route for the production of ammonia. The other routes
are the partial oxidation of heavyoils if the available feedstock is residual heavy oil from a
refinery. Coal has also been used toproduce ammonia. The following is an approximate
comparison of the energy consumption, costof production and the capital cost of the plants for
three the feedstocks.Natural Gas Heavy Oil Coal

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Energy consumption

Natural Gas Heavy Oil Coal

Energy 1.0 1.3 1.7

consumption

Investment cost 1.0 1.2 2.4

Production cost 1.0. 1.2 1.7

Natural gas is therefore the most appropriate source of feedstock on all the three accounts.
Based on the known resources of fossil raw materials and economy of use on all accounts, it is
likely that natural gas will dominate as feedstock for ammonia production in the foreseeable
future. Coal may become a competing feedstock if the prices of natural gas and petroleum
products go very high due to depleting resources.
For the present time and near future, the steam/air reforming concept based on natural gas is
considered to be the most dominating and best available technique for production of ammonia.
The reforming process can be divided in to the following types:

1.1.1 Conventional steam reforming with fired primary reformer and stoichiometric
airSecondary reforming (stoichiometric H/N- ratio)

1.1.2 Steam reforming with mild conditions in fired primary reformer and excess air
inSecondary reformer (Under-stoichiometric H/N ratio)

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1.1.3 Heat exchange auto thermal reforming, with a process gas heated steam reformer
(heatExchange reformer) and a separate secondary reformer, or in a combined auto
thermal reforme Using excess or enriched air (under- stoichiometric or stoichiometric
H/N-ratio)All the three reforming versions are in use but the conventional one is the
oldest and most in use.

1.1.4 Conventional Steam Reforming: Overall conversion The theoretical process

conversions, based on methane feedstock, are given in the following

Approximate formulae:

0.88CH4 + 1.26 Air + 1.24 H2O ¾® 0.88CO2 + N2 + 3H2

N2 + 3H2¾® 2NH3The synthesis gas production and purification normally takes place at 25 to
35 kg/cm2 pressure. The ammonia synthesis pressure is in the range of 100-250 kg/cm2. The
block diagram of thesteam/ air reforming is as under (Figure 1).

Figure 1 Block Diagram of Steam/Air Reforming Process.

AMMONIA PROCESS

DESULPHURISATION

PRIMARY REFORMER

SECONDARY REFORMER

CO2 WASH

METHANATION

COMPRESSOR
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 AMMONIA SYNTHESIS

AMMONIA

This part of the process is to remove the sulphur from the feedstock over a Zinc oxide
catalystbed,
as sulphur is poison to the catalysts used in the subsequent processed. The sulphur level is
reduced to less than 0.1 ppm in this part of the process.
Primary reforming
The gas from the desulphuriser is mixed with process steam, usually coming from an
extraction
turbine, and steam gas mixture is then heated further to 500-600° C in the convection section
before entering the primary reformer. In some new or revamped plants the preheated
steam/gas
mixture is passed through an adiabatic pre-reformer and reheated in the convection section
before
entering the primary reformer.
The amount of process steam is given to adjust steam to carbon-molar ratio (S/C- ratio), which
should be around 3.0 for the reforming processes. The optimum ratio depends on several
factors,
such as feedstock quality, purge gas recovery, primary reformer capacity, shift operation and
the
plant steam balance. In new plants, S/C ratio may be less than 3.0.
The primary reformer consists of a large number of high-nickel chromium alloy tubes filled with
nickel-containing reforming catalyst in a big chamber (Radiant box) with burners to provide
heat.
The overall reaction is highly endothermic and additional heat is provided by burning of gas in
burners provided for the purpose, to raise the temperature to 780-830°C at the reformer outlet.
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The composition of gas leaving the reformer is given by close approach to the following
chemical
equilibrium:

CH4 + H2O CO + 3H2

CO + H2O CO2 + H2

The heat for the primary reforming is supplied by burning natural gas or other gaseous fuels, in
the burners of a radiant box containing catalyst filled tubes.

The flue gas leaving the radiant box has temperature in excess of 900°C, after supplying the
high
Level heat to the reforming process. About 50-60% of fuel’s heat value is directly used in the

Process it. The heat content (waste heat) of the flue-gas is recovered in the reformer
convection section, for various process and steam duties. The fuel energy required in the
conventional reforming process is 40-50% of the process feed energy.

The flue-gas leaving the convection section at 100-200° C is one of the main sources of
emissions from the plant. These emissions are mainly CO2, NOx, with small amounts of SO2
and CO. secondary reforming: Only 30-40% of the hydrocarbon feed is reformed in the primary
reformer because of the chemical equilibrium at the actual operating conditions. The
temperature must be raised to increase the conversion. This is done in the secondary reformer
by internal combustion of part of the gas with process air, which also provides the nitrogen for
the final synthesis gas. In the conventional reforming process the degree of primary reforming
is adjusted so that the air supplied to the secondary reformer meets both the heat and the
stoichiometric synthesis gas requirement. The process air is compressed to the reforming
pressure and heated further in the primary reformer convection section to about 600°C. The
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process gas is mixed with the air in a burner and then passed over a nickel-containing
secondary reformer catalyst. The reformer outlet temperature is around 1000°C, and up to
99% of the hydrocarbon feed (to primary reformer) is converted, giving a residual methane
content of 0.2-0.3 (dry gas bases) in the process gas leaving the secondary reformer.

The process gas is cooled to 350-400°C in a waste heat boiler or waste heat boiler/super
heater down stream from the secondary reformer. Shift conversion: The process gas from the
secondary reformer contains 12-15% CO (dry gas bases) and most of the CO is converted in
the shift section according to the reaction:

CO + H2O ¬¾® CO2+ H2 In the high temperature shift conversion (HTS), the gas is passed
through a bed of iron oxide/Chromium oxide catalyst at around 400°C, where the CO content
is reduced to about 3% (dry gas bases), limited by the shift equilibrium at the actual operating
temperature. There is tendency to use copper containing catalyst to increase conversion. The
gas from the HTS is cooled and passed through the low temperature shift (LTS) converter. The
LTS is filled with a copper oxide/Zinc oxide-based catalyst and operates at about 200-220° C.
The residual CO content is important for the efficiency of the process. Therefore, efficiency of
shift step in obtaining the highest shift conversion is very important. CO2 Removal The
process gas from the low temperature shift converter contains mainly H2, N2, CO2, and
excess process steam. The gas is cooled and most of the excess steam is condensed before it
enters the CO2 removal section. This condensate usually contains 1500-2000 ppm of
ammonia, 800-1200 ppm of methanol and minor concentration of other chemicals. All these
are stripped and in the best practices the condensate is recycled. The heat released during
cooling/condensation is used for:

1 Regeneration of CO2 scrubbing solution 2

Driving the absorption refrigeration units

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3 Boiler water preheat

The amount of heat released depends on the process steam to carbon ratio. If all this low level
heat is used for CO2 removal or absorption refrigeration, high-level heat has can be used for
feed
water system. An energy-efficient process should therefore have a CO2 removal system with
low
heat demand.

The CO2 is removed in a chemical or physical absorption process. The solvents used in
chemical
absorption process are mainly aqueous amine solutions Mono Ethanolamine (MEA), activated
Methyl DiEthanolamines (aMDEA) or hot potassium carbonate solutions. Physical solvents are
glycol dimethylethers (Selexol), propylene carbonates and others. Benfield process, Selexol,
aMDEA or similar processes are considered as best practice. Residual CO2 content are
usually in the range 100-1000 ppmv, depending on the process used

Methanation

The small residual amount of CO and CO2 in the synthesis gas, are poisonous for the
ammonia synthesis catalyst and must be removed by conversion to CH4 in them ethanator:

CO + 3H2 ¾¾® CH4 + H2O

CO2 + 4H2 ¾¾® CH4 + 2H2O

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The reaction takes place at around 300°C in a reactor filled with nickel containing catalyst.
Methane is an inert gas but water must be removed before entering converter. Synthesis gas
compression and ammonia Synthesis Modern ammonia plants use centrifugal compressors for
synthesis gas compression, usually driven by steam turbines, with steam being produced
within the ammonia plant from exothermic heat of reactions. The refrigeration compressor,
needed for condensation of product ammonia, is also driven by a steam turbine. The synthesis
of ammonia takes place on an iron catalyst at pressure usually in the range of 100- 250
kg/cm2 and temperatures in the range of 350-550°C:N2 + 3H2 2NH3 Only 20-30% of
synthesis gas is converted to ammonia per pass in multibed catalyst filled the converter due to
the unfavorable equilibrium conditions. The ammonia that is formed is separated from the
product gas mixture by cooling/ condensation, and the unreacted gas is recycled with the
addition of fresh make up synthesis gas, thus maintaining the loop pressure. In addition,
extensive heat exchange is required due to exothermic reaction and large temperature range
in the loop. A newly developed ammonia synthesis catalyst containing ruthenium on a graphite
support has a much higher activity per unit of volume and has the potential to

increase conversion and lower operating pressure. This has the potential to reduce energy
consumption. Synthesis loop arrangement differ with respect to the points in the loop at which
the make-up gas is delivered and the ammonia and purge gas are taken out. Conventional
reforming with methanation as the final purification step, produces a synthesis gas contains
inerts (Methane and argon) in quantities that don’t dissolve in the condensed ammonia The
major part of these is removed by taking out a purge stream from the loop. The size of this
purge stream controls the level of inerts in the loop to about 10-15%. The purge gas is
scrubbed with water to remove ammonia before being used as fuel or before being sent to
hydrogen recovery unit. Ammonia condensation is far from complete if cooling is with water
or air and is usually no satisfactory. Vaporizing ammonia is used as a refrigerant in most
ammonia plants, to achiev sufficiently low ammonia concentration in the recycled gas. The
ammonia vapours are liquefied by compression in the refrigeration compressor.

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1.2 Steam reforming with excess air secondary reforming

This process is divergent than the conventional process broadly in the following ways:

1 Decreased firing in primary reformer

2 Increased process air flow to the secondary reforming
3 Cryogenic final purification after methanation
4 Lower inert level of the make-up syngas.
In this process part of load of primary reformer is shifted to a thermodynamically more
efficient
secondary reformer. However, excess nitrogen has to be removed in the gas purification
step
1.3 Heat exchange auto thermal reforming:
From thermodynamic point of view, it is wasteful to use the high-level heat
ofsecondaryreformer outlet gas and the primary reformer flue-gas, both at temperatures
around 1000°C,simply to raise steam. Recent developments are to recycle this heat to the
process itself, by usingthe heat content of the secondary reformed gas in a newly developed
primary reformer (gas
heated reformer, heat exchange reformer), thus eliminating the fired furnace. Surplus air or
oxygen-enriched air is required in the secondary reformer to meet the heat balance in this aut

thermal concept.The developers of this technology claim better performance From

thermodynamic point of view, it is wasteful to use the high-level heat of secondary reformer
outlet gas and the primary reformer flue-gas, both at temperatures around 1000°C, simply to
raise steam. Recent developments are to recycle this heat to the process itself, by using the
heat content of the secondary reformed gas in a newly developed primary reformer (gasheated

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reformer, heat exchange reformer), thus eliminating the fired furnace. Surplus air or oxygen-
enriched air is required in the secondary reformer to meet the heat balance in this auto
thermal concept. The developers of this technology claim better performance on energy and
are trying to perfect the systems
1.4 Best Available Techniques (BAT) reforming process for new plants:

The modern versions of the conventional steam reforming and excess air reforming processes
will
still be used for new plants for many years to come. Developments are expected to go in the
following directions:
i. Lowering the steam carbon ratio
ii. Shifting duty from primary to secondary reformer
iii. Improved final purification
iv. Improved synthesis loop efficiency
v. Improved power energy system
vi. Low NOx burners
vii. Non iron based ammonia synthesis catalyst

In India almost all NG based plants and naphtha based plants are based on conventional
steamreforming process. Some newer plants have introduced adiabatic pre-reforming,
operating at lowsteam carbon ratio, introduced purge gas recovery to control inerts efficiently,
provided low NOxburners and improved steam & power system resulting in better
performance.

1.5 Partial oxidation of heavy oils

The partial oxidation process is used for the gasification of heavy feedstock such as residual
oil sand coal. Extremely viscous hydrocarbons may also be used as fraction of the feed. An
airseparation unit is required for the production of oxygen for partial oxidation step. The
nitrogen isadded in the liquid nitrogen wash to remove impurities from the synthesis gas and to
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get therequired hydrogen/nitrogen ratio in the synthesis gas. The partial oxidation is a non-
catalyticprocess, taking place at high pressure (>50 kg/cm2) and temperatures around
1400°C. Some steam is added for temperature moderation. The simplified reaction pattern is:

CHn - + 0.5 O2 ¾¾® CO + n/2H2

Carbon dioxide, methane and some soot are formed in addition. The sulphur compounds in the
feed are converted to hydrogen sulfide. Mineral compounds in the feed are transformed in to
specific ashes. The process gas is freed from solids by water scrubbing after waste heat
recovery and the soot is recycled to feed. The ash compounds are drained with the process
condensate and/or together with the soot. The hydrogen sulphide in the process is separated
in a selective absorption step and reprocessed to elemental sulphur in a Claus unit. The shift
conversion usually has two temperature shift catalyst beds with intermediate cooling. Steam
for shift conversion is supplied partially by a cooler-saturator system and partially by steam
injection. CO2 removed by using an absorption agent, which might be the same as in the
sulphur removal step. Residual traces of absorption agent and CO2 are then removed from the
process gas, before final purification by a liquid nitrogen wash. In this unit practically all the
impurities are removed and nitrogen is added to give the stoichiometric hydrogen to nitrogen
ratio. Ammonia synthes
is quite similar to steam reformation plants, but more efficient due to high purity of synthesis
gasfromliquid nitrogen wash unit and the loop does not require a purge.The process block
diagram is as under. Block Diagram Of The Partial Oxidation Process In India presently four
plants set up in 70’s are working using the partial oxidation process to use Fuel Oil or LSHS
feed stocks. Due to higher energy these would changeover to NG as feedstock 1.6 Description
Of Urea Production Processes The commercial synthesis of urea involves the combination of
ammonia and high pressure to form ammonium carbamate, which is subsequently dehydrated
by the application of heat to form urea and water. 2NH3 + CO2 NH2COONH4
CO(NH2)2 + H2O Ammonia Carbon Ammonium Urea Water Dioxide Carbamate First
reaction is fast and exothermic and essentially goes to complete under the reactionconditions
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used industrially. Subsequent reaction is slower and endothermic and does not go to
completion. The conversion (on a CO2 basis) is usually in the order of 50-80%. The
conversion increases with increasing temperature and NH3/CO2 ratio and decreases with
increasing H2O/CO2 ratio. The design of commercial processes involves three major
considerations: _ to separate the urea from other constituents, _ to recover excess NH3 and _
decompose the carbamate for recycle. The simplest way to decompose carbamate to CO2 and
NH3 requires the reactor effluent to be depressurized and heated. Since it is essential to
recover all the gases for recycle to the synthesis to optimize raw material utilization and since
re-compression was too expensive an alternative was developed. This involved cooling the
gases and re-combine them to form carbamate liquor, which was pumped back to the
synthesis. A series of loops involving carbamate decomposers at progressively lower pressure
and carbamate condensers were used. This was known as the “Total
recycle process”. A basic consequence of recycling the gases was that the NH3/CO2 molar
ratio in the reactor increased thereby increasing the urea yield. Significant improvements were
subsequently achieved by decomposing the carbamate in the reactor effluent without reducing
the system pressure. This “Stripping Process” dominated synthesis technology and provided
capital/energy savings. Two commercial stripping systems were developed, one using CO2,
and
other using NH3 as the stripping gases. 1.6 Description Of Urea Production Processes The
commercial synthesis of urea involves the combination of ammonia and carbon dioxide at
high pressure to form ammonium carbamate, which is subsequently dehydrated by the
application of heat to form urea and water.

2NH3 + CO2 NH2COONH4 CO(NH2)2 + H2O

Ammonia Carbon Ammonium Urea Water Dioxide Carbamate
First reaction is fast and exothermic and essentially goes to complete under the reaction
conditions used industrially. Subsequent reaction is slower and endothermic and does not go
to
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completion. The conversion (on a CO2 basis) is usually in the order of 50-80%. The
conversion
increases with increasing temperature and NH3/CO2 ratio and decreases with increasing
H2O/CO2 ratio.The design of commercial processes involves three major considerations: _ to
separate the ureafrom other constituents, _ to recover excess NH3 and _ decompose the
carbamate for recycle.The simplest way to decompose carbamate to CO2 and NH3 requires
the reactor effluent to bedepressurized and heated. Since it is essential to recover all the
gases for recycle to the synthesisto optimize raw material utilization and since re-compression
was too expensive an alternativewas developed. This involved cooling the gases and re-
combine them to form carbamate liquor,which was pumped back to the synthesis. A series of
loops involving carbamate decomposers atprogressively lower pressure and carbamate
condensers were used. This was known as the “Totalrecycle process”. A basic consequence
of recycling the gases was that the NH3/CO2 molar ratio in the reactor increased thereby
increasing the urea yield. Significantimprovements were subsequently achieved by
decomposing the carbamate in thereactor effluent without reducing the system pressure. This
“Stripping Process” dominatedsynthesis technology and provided\capital/energy savings. Two
commercial strippingsystems were developed, one using CO2, and other using NH3 as the
stripping gases.

SINGLE SUPERPHOSPHATE

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Single superphosphate (SSP) was the first commercial mineral fertilizer and it led to the
development of the modern plant nutrient industry. This material was once the most commonly
used fertilizer, but other phosphorus (P) fertilizers have largely replaced SSP because of its
relatively low P content.

Production
The modern fertilizer industry was launched in the 1840s with discovery that the addition of
sulfuric acid to naturally occurring phosphate produced an excellent soluble fertilizer, given the
name superphosphate. Ground animal bones were first used in this reaction, but natural
deposits of rock phosphate (apatite) soon replaced the limited supply of bones. Making SSP is
similar to what naturally occurs with bones or apatite in acid soils. The basic technique has
changed very little in the past century. Ground phosphate rock is reacted with sulfuric acid to
form a semi-solid which cools for several hours in a den. The plastic-like material is then
conveyed to a storage pile for several weeks of additional curing. The hardened material is
then milled and screened to the appropriate particle size or granulated. The general chemical
reaction is: Ca3(PO4)2 [rock phosphate] + 2 H2SO4 [sulfuric acid] → Ca(H2PO4)2
[monocalcium phosphate] + 2 CaSO4 [gypsum] SSP can easily be produced on a small scale
to meet regional needs. Since SSP contains both monocalcium phosphate (MCP, also called
calcium dihydrogen phosphate) and gypsum, there are no issues with phosphogypsum by-
product disposal as occurs with the manufacture of other common P fertilizers.
SSP is also known as ordinary superphosphate and normal superphosphate. It is sometimes
confused with triple superphosphate (TSP) production, which is made by reacting rock
phosphate with phosphoric acid.

Agricultural Use
SSP is an excellent source of three plant nutrients. The P component reacts in soil similarly to
other soluble fertilizers. The presence of both P and sulfur (S) in SSP can be an agronomic
advantage where both of these nutrients are deficient. In agronomic studies where SSP is
28
demonstrated to be superior to other P fertilizers, it is usually due to the S and/or Ca that it
contains. When locally available, SSP has found wide-spread use for fertilizing pastures where
both P and S are needed. As a source of P alone, SSP often costs more than other more
concentrated fertilizers, therefore it has declined in popularity.

Management Practices
No special agronomic or handling precautions are required for SSP. Its agronomic
effectiveness is similar to other dry or liquid phosphate fertilizers.
The loss of P in surface runoff from fertilized fields can contribute to water quality problems.
Farm practices that minimize this loss should be implemented.
Non Agricultural Uses
SSP is primarily used as a crop nutrient source. However MCP and gypsum (the two primary
ingredients in SSP) are widely used in many products. For example MCP is commonly added
to enrich animal feed. It is also routinely used as a leavening agent to cause baked goods to
rise. Gypsum is widely used in the construction industry, as well as in the food and
pharmaceuticals.
Chemical Properties
Phosphorus content: 7 to 9% (16 to 20% P2O5)
Calcium (Ca) content: 18 to 21%
S content: 11 to 1
Compound Fertilizer Production Line

COMPOUND FERTILIZER PRODUCTION EQUIPMENT

Main parts:

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1. Horizontal type mixer
2. Belt Conveyor
3. Rotary disk feeder.
4. Countershaft squeezing granulator.
5. Belt Conveyor
6. Bolting mill
7. Belt Conveyor
8. Packaging machine

Introduction of Compound Fertilizer Production Line

Advantages of Compound Fertilizer Production Line Compound fertilizer production line is
widely applied to produce compound fertilizer and the capacity ranges from 5,000-300,000
tons/year. It can granulate NPK fertilizer, DAP and other materials into compound fertilizer
particles in one processing line. This equipment can specially used for manufacturing

30
compound fertilizers with different concentrations and types, such as organic fertilizers,
inorganic fertilizers, biological fertilizers, and magnetic fertilizers, etc. It is mainly used for
producing spherical particles with a diameter ranging from 1mm to 3mm.

31
 Equipped with advanced fertilizer manufacturing technique, this fertilizer production line can
finish fertilizer granulation in one process.
 Adopts advanced rotary drum granulator, granulating ratio is up to 70%, high intensity of
granules,
 The inner cylinder body adopts high quality rubber plate lining structure which prevents the
rawmaterial from sticking on the plate.
 Wide adaptability of raw materials, suitable for compound fertilizer, pharmaceuticals,
chemicals, fodder and so on.
 High-quality, stable performance, anti-corrosion and wear-resistant materials components,
abrasion proof, low energy consumption, long service lifespan, easy maintenance and
operation, etc.
 High efficiency and economic returns, and the small part of feeding back material can be
granulated again.
 Adjustable capacity according to customers’ requirements.

Compound Fertilizer Production Line Working Flowchart

The process technology of N-P-K fertilizers is advanced and reliable. According to the
compatibility and crossability of the three raw materials, N-P-K compound fertilizer in different
32
percentage composition can be manufactured applicable for different requirements of soils and
crops.
1. Firstly, the raw materials are put into mixer in strict accordance with the technical
requirements of each raw material quantity. Then the conveying belt sends the
materials to crushing machine.
2. Then, the crusher machine smashes lump materials into small ones that the fineness
meets the required for granulation. Then the conveying belt sends the materials to
rotary drum granulator machine.
3. During granulating, there is a water pump to offer gas and makes fertilizer particles
forming easily. The solid fertilizer powder after granulating will rise by the rotation of the
cylinder and scroll down under the effect of gravity. At the same time, according to the
raw material quantity, add a certain proportion adhesives for granulation. After several
times repetition of the same rotation, fertilizer materials gradually form. Next the
conveying belt sends the materials to rotary drum drying machine and cooling machine.
4. There are also draught fans to supply hot air and cold air to drying machine and cooling
machine respectively. After drying and cooling is screening process. the coating
machine can beautify the materials and keep the effect of the finished product .
5. In the process of screening, the qualified materials can be sent to packaging machine
by bucket elevator, while others are conveyed back to crusher or granulator to be re-
processed.

How to Produce the High Nitrogen Compound Fertilizer?

33
To produce high nitrogen compound fertilizer, one important equipment is needed in the
granulating process: the spraying system. The melting tank melt the urea and then spray the
melted liquid into the granulating machine so that it will mix with powder phosphate fertilizer,
potash fertilizer and other nitrogen fertilizer. Then with the help of thegranulator, the liquid and
other raw materials will be mixed and granulated. This production technology is used to
produce compound fertilizer or complex fertilizer with high nitrogen content from 25%-45%.

RESEARCH METHODOLOGY

Research methodology is a systematic way, which consists of series of action or steps

necessary to effectively carry out research and the desired sequencing of these steps. The

34
marketing research is a process of involves a number of interrelated activities which overlap
and do rigidly follow a particular sequence. It consists of the following steps:

1. Formulating the objectives of the study

2. Designing the methods of data collection

3. Selecting sample plan

4. Collecting the data

5. Processing and analyzing the data

6. Reporting the findings

Objective of the study

↓

Research design
↓

Sample design
35
 ↓

Data analysis

1) Project Title

A project Study Report on “Product & Marketing Process Analysis of CFCL product
consumer awareness towards CFCL Product line”

2) Objective of Study:-

 To study the consumer’s behavior towards CFCL products.

 To study about Overall consumer satisfaction level.
 To assess marketing analysis of cfcl product at kota

3) Duration of the study: - 56 Days

4) Type of Research: -
Exploratory and conclusive research.Despite the difficulty of establishing an entirely
satisfactory classification system, it is helpful to classify marketing research on the basis of the
fundamental objectives of the research. Consideration of the different types, their applicability,
their strengths, and their weakness will help the student to select the type best suited to a
specific problem. The two general types of research are:

Exploratory research

36
Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.
Marketing researches devote a significant portion of their work on exploratory studies when
very little is known about the problem being examined.

Conclusive research
Conclusive studies attempts to determine the frequency with which something occurs or the
relationship between two phenomenons. Usually conclusive studies assume certain unde
underlying characteristics of the market or have some precise statement of research
questions/hypothesis.

37
5) Sample size, method of selecting sample and Data collection

Sample Size- 160 (consumers and Retailers)

 Sample Area-Kota city

 Sampling Method- Non probability and convenience sampling method

 Sample Unit - People who buy CFCL products in retail outlets, shops, etc.

 Data collection instrument – survey was done through Structured Questionnaire.

 Area of survey – Kota Dist

Timing of survey - 9.00 am to 12.30 pm and 5.00 pm to 8.00 pm

 Source of Data: - Primary source; House hold consumers of urea & ssp, retailer survey.

Secondary source; records, pamphlets, internet etc

SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole population. The
sample design used in this project is two state sampling i.e. Cluster and convenience. In the
probability
sampling methods, each items in the sample is chosen one at a time from a complete list of
universe elements. In marketing research practice, it will sometimes be more expedient to
select clusters or groups of universe elements, rather than to choose sample items individually.
Sampling methods in which universe elements are chosen in groups ---- rather than
Individually are called cluster-sampling methods. They are widely used in the sampling of
human populations. When no complete universe listing exists, a type of sampling is called area
sampling may be the only practically feasible form of probability sampling.
38
SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole population. These
ample design used in this project is two state sampling i.e. cluster sampling and convenience
sampling.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite number of
consumers were to be surveyed.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and according to
convenience. I visited Garden, Parks, Temple, Superstores and Theatres.

Sources of information:-

A. Primary Data: - Primary data’s are those which are gathered specially for the project
at hand, directly – e.g. through questionnaires & interviews. Primary data sources
include company salesman, middleman, consumers, buyers, trade association’s
executives & other business an & even competitors.

39
 B. Secondary Data: - These are generally published sources, which have been collected
originally for some other purpose. Source are internal company records, government
publication, reports & publication, reports & journals, trade, professional and business
associations publications & reports.

Methods for collecting data: - If it is found that the secondary data cannot be of much use,
collection of primary data become necessary. Three widely used methods of gathering Primary
data are

a. Survey Method: - In this method, information gathered directly from individual

respondents, either through personal interviews or through mail questionnaires or
telephone interviews.

b. Observation Method: - The research data are gathered through observing and
recording their actions in a marketing situation. This technique is highly accurate.
It is rather an expensive technique.

c. Experimental Method: - This method involves carrying out a small scale trial
solution to a problem, while at the same time, attempting to control all factors
relevant to the problem. The main assumption here is that the test conditions are
essentially the same as those that will be encountered later when conclusions
derived from the experiment are applied to a broader marketing area.

d. The Panel Research: - In this technique the same group of respondents is

contacted for more than one occasion; and the information obtained to find out if

40
 there has been any in their taste demand or they want any special quality, color,
size, packing in the product.

6) Scope of Study - The study was carried out in the Kota for Cfcl products.

41
7) Limitation of the study:-

 Unwillingness of respondent to provide information.

 Inability of respondent to provide.
.Success and effectiveness mainly depends on the cooperation the respondents.
 Non-response rate is very high.
 Cost constraint.
 Time consumption.

42
 ANNEXURE

DCM SHRI RAM

DCM SHRI RAM PRODUCT SERVEY (Retailers and consumer)

Scheduler for DCM SHRI RAM Product.

Name:-

Address:-

Phone no:-

Village /Fields / Shop:-

Area:-
(1) In which Cfcl product are you dealing?
a) Urea
b)Ssp
c)insecticids
d)Fungicides
e) All above products

(2) Since when you have been dealing with Cfcl product?
43
 a) < 1 year
b) 1-3 year
c) 3-5 year
d) > 5 year

(3)Why do you sale only Cfcl Brand product?

a) Cfcl product supply is regular.
b) Customer demand
c) No other brand option

(4) Do you provide home delivery to customer?

a) Yes b) no

(5) What are your sales of following Cfcl product?

a) Urea ……………..
b) Ssp ………….…
c)Insecticids ……………..
d) Other product ……………

(6) What is percentage damage of product during delivery?

a) Nil b) < 1% c) 1-3% d) >3%

(7) Profile of the outlet?

a) Village b) fields c) Shops d) other……

44
(8) Are you satisfied with Cfcl brand on following factor?
Factor Dissatisfied Indifferent Satisfied
a)Quality b) Packaging d)Delivery time

(9) Are you satisfied with Cfcl cooperation? (Yes/ no)……

Comments: - Researcher………………...
Signature…………………..
Name ……………………...
Date………………………..

CFCL KOTA

CONSUMER SERVEY
45
(1)Name:-

(2)Address:-

(3)Area:-

(4)No. Family Members

(5) Profession
a) Business
b) Service
c) Other……

(6) Educational Background

a) Metric
b) Graduate
c) Post Graduate

(7) What are daily sales of Cfcl Product from your shop?
a) <30 Product
b) 30-50 Product
c) 50-80 Product
d) >80 Product

46
(8) Profile of the outlet?
a) Shop b) Field c) other……

(9) Are you satisfied with Cfcl Product on following factor?

a) Factor Dissatisfied Indifferent Satisfied
b) Quality
c) Packaging
d) Delivery time

(10) Are you satisfied with Cfcl cooperation? (Yes/ no)……

Comments: - Researcher………………...
Signature…………………..
Name ……………………...
Date………………………..

FACT & FINDINGS

47
The promotional effort by unions is satisfactory but union should promote the different variants
and there is need to educate consumer about various CFCL products.

There are many places where the wholseller and retailer are not available for cfcl products
such as urea, ssp, insecticide, fungicide etc.

The replacement policy of leaked pack and UN fresh products is not properly in place. It takes
little more time to settle the claim.

Low profit margin for retailers and agents on some CFCL Products. So Due to low margin
retailers are losing interest in promoting CFCL products.

There are not proper no.wholseller and retailer available at prime location for purchasing CFCL
Products to consumers.

Awareness and uses of CFCL products is very low. They don’t know about right variants of
fertilizer and its product and it merits.

Many people use local products because of low, reasonable price and freshness. CFCL
product is very highly priced.

 This project provides fresh insights on what makes employees valuable to the organization and how
companies can keep productive employees on the job.

 I understand how to increase our personal marketability by developing specific skills, knowledge, and
attitudes

 Among the respondents majority of them posses the qualification up to Graduation.

 During the project it was the study that the process of recruitment in organization includes to get the right
person to the right job.

48
 Majority of the companies recruit candidates by their own.

 Most of the companies are opting for experienced candidates

49
 CONCLUSION

fcl is competing successful in the domestic market and has mastered the ability to absorb state
of the art technology. It has dedicated R&D and the relating labs to focus. The organization
has made a name for it and is highly respected for its quest for quality in quantity. Continuous
up gradation of technology and training of marketing, with regular marketing strategies of its
organization has helped the organization to be amongst the best.
The project marketing strategies of cfcl products with special reference to cfcl in Kota has been
undertaken during the training period gave an opportunity to study the system in detail and
have an insight into the organizations marketing. The organization has a very well thought out
organizational structure, streamlined procedure and well-motivated workforce. A lot of attention
has been paid to the marketing department and ethos of the workforce. The objectives are
very clear and unambiguous. The motivation levels very high and everyone seemed to be
highly satisfied with marketing strategies as well as the attitude of the management.
Another factor that emerged during the training was that the organizational relation existing in
this organization is very healthy and there is no single dispute pending between the
management and employee.
The "Quality Policy" of this enterprise is the core factor of the organization. As is evidence from
the objective laid down by the organization it believes in development of good people, good
techniques, and good environment. The carport's philosophy- "To be the best and quest for
quality in quantity" has been very evident in each and every aspect of functioning of the cfcl. It
was very heartening to see that there is absolutely no compromise on the quality aspect and
rejected lots of the produce were discarded out rightly.
The above factors put together with the hard and efficient work of employees, have laid cfcl is
poised to conquer more heights and remain firmly where it always has been right at the top.

Following points after analyzing the market under the conclusion:-

50
 Awareness of some of the CFCL products like urea, ssp, insecticide, fungicide etc. is
high while some of the products like urea and ssp is very low.
 Most of the consumers prefer urea, ssp, insecticide, fungicide etc. of CFCL product.
 Awareness and Uses of urea is very Low.
 Many people use local products because of low, reasonable price and freshness.
 Goodwill of CFCL product is at higher state.

51
 SUGGESTIONS & RECOMMENDATION

1. In my view the company should deduct PB and FPF on full basic earning so that
employee at the time of retirement may able to get maximum amount from
pension fund.
2. At present company is paying gratuity @ 15 days wages or salary one year
services to all employee who completed five years continue savvies. In my view
the employees who are working since more than 15 years they should be
allowed
for getting 20 days salary instead of 15 days.
3. Company should provide sick leave facility to those employees who are not
covered under ESI Act.
4. At present canteen is run by a contractor and contractor is charging market rate
on
food staffs. It should be provided on subscribed rates are company should bear
the burden.

52
 SWOT ANALYSIS

STRENGTH

 High capacity utilization.

 ISO certification of most of the divisions.

 Good support with farmers/end user segment

 One of the producers of Caprolactum in India is of world class quality.

 Very large asset base.

 Good engineering and consultancy design, perhaps one among the best in India

Fertilizer segment

 Strong dealer network in South India

53
WEAKNESS

 Market share of some products are shrinking due to increase in competition from other

manufactures.

 Interest burden created due to the ammonia plant has significant impact on operating

results.

 The average ages of employees are very high. Due to freeze or recruitment the

numbers of younger professionals are decreasing Some managerial personals were

handling more than one position

54
OPPORTUNITIES

 Alternative less expensive sources of energy and other inputs.

 Large infrastructure facility
 Strong marketing network in South India
 Strong presence in the fertilizer segment.
 Opportunities for product diversification.
 FACT, Egypt and Syria project
 Planning to set up food processing unit

55
THREATS

 Steep rise in the prices of raw materials/ feed stock like Naphtha
 Increased financial constraints
 Lack of product diversification
 Increasing competition in marketing of complex fertilizers
 High labour component impacting productivity
 Diminishing market for Caprolactum
 High cost for the raw material Naphtha

56
 BIBLIOGRAPHY

 Philip kotler; Marketing management

 R. Loother (R.M)

 V.s. ramaswamy &s.nama kumara; marketing management; meamillan publishers

india limited.

 Chetan G. choudhary; marketing management; nirali parkashan.

 Nelesh gokhle ; marketing management; nirali parkashan.

57
 WEBLIOGRAPHY

Internet
 www.google.com
 Www.cfcl.com

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