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The core objective of studying Reliance Industries Ltd, as an intern was to get an exposure to
the real world marketing operations and other processes that follow in the corporate world.
The following were the various objectives:
•To get an understanding of the working of a conglomerate company
•To get an exposure to the procurement operations
BRIEF HISTORY:
Reliance Industries Limited (RIL) (BSE:500325, NSE: RELIANCE, LSE: RIGD) is an Indian
conglomerate company headquartered in Mumbai, Maharashtra, India. The company operates
through three business segments: petrochemicals, refining, and oil and gas, other segment of
the company includes textile, retail business, special economic zone (SEZ) development and
telecom/broadband business. RIL is the largest publicly traded company in India by market
capitalization and is the second largest company in India by revenue behind Indian Oil. It is also
India's largest private sector company by revenue and profit. The company is ranked 134th on
Fortune Global 500 list in 2011.In October 1997 the Delhi High Court heard a Centre for Public
Interest Litigation (CPIL) petition over the award of contracts to Enron and Reliance Industries
to develop the Panna-Mukta oilfield, and issued notices to the involved companies and
government organizations. Prashant Bhushan acted as advocate for CPIL. The petition claimed
an inquiry was justified on the basis of testimony that Reliance had bribed the minister of
petroleum, Satish Sharma, to get the award. According to a report in Outlook India, at least Rs 4
crore was delivered to the minister in suitcases full of cash. In September 2008 Reliance
Industries was the only Indian firm featured in the Forbes's list of "world's 100 most respected
companies". In October 2009 a team from the Central Bureau of Investigation was looking into
allegations that V. K. Sibal, the oil regulator, had received favors from RIL for approving a major
increase in the costs for the KG-D6 gas fields. In June 2011 the Comptroller and Auditor General
(CAG) issued a draft report on production sharing contracts in the Krishna Godavari (KG) basin.
It concluded that the Petroleum Ministry had acted incorrectly in letting Reliance claim the
whole area. The CAG said "The undue benefit grant to the contractor (RIL) is huge, but cannot
be quantified". In 2010 RIL stood at 13th position in the Platts Top 250Global Energy Company
Rankings. The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest
private sector enterprise, with businesses in the energy and materials value chain. Group's
annual revenues are in excess of US$ 58 billion. The flagship company, Reliance Industries
Limited, is a Fortune Global500 company and is the largest private sector company in India.
Backward vertical integration has been the cornerstone of the evolution and growth of
Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward
vertical integration - in polyester, fiber intermediates, plastics, petrochemicals, petroleum
refining and oil and gas exploration and production - to be fully integrated along the materials
and energy value chain. The Group's activities span exploration and production of oil and gas,
petroleum refining and marketing, petrochemicals (polyester, fiber intermediates, plastics and
chemicals), textiles, retail, infotel and special economic zones. Reliance enjoys global leadership
in its businesses, being the largest polyester yarn and fiber producer in the world and among
the top five to ten producers in the world in major petrochemical products. Major Group
Companies are Reliance Industries Limited, including its subsidiaries and Reliance Industrial
Infrastructure Limited. Dhirubhai Ambani founded Reliance as a textile company and led its
evolution as a global leader in the materials and energy value chain businesses. Reliance
Industry is the world's largest polyester producer and as a result one of the largest producers of
polyester waste in the world. In order to deal with this large amount of waste, they had to
create a way to recycle the waste. They operate the largest polyester recycling center that uses
the polyester waste as a filling and stuffing. They developed an innovative recycling process
resulting in an award in 'Team Excellence'. Reliance owns world's largest refinery in Jamnagar
which is a "zero discharge" refinery. Effluent treatment plants based on the best available
technology processes the waste released and convert waste in to usable product. Reliance has
also planted more than 5 million trees around this refinery in order to reduce the carbon foot
print. He is credited to have brought about the equity cult in India in the late seventies and is
regarded as an icon for enterprise in India. He epitomized the spirit 'dare to dream and learn to
excel'. The Reliance Group is a living testimony to his indomitable will, single-minded dedication
and an unrelenting commitment to his goals.
Reliance has more than 3 million shareholders, making it one of the world's most widely held
stocks. Reliance Industries Ltd has continued to grow since its split in January 2006.On 30 May
2011, Reliance Industry's stock slumped 4% as due to reports that the Central Bureau
of Investigation was probing a former upstream regulator for the company's alleged favoring
of private-sector energy companies. The leaked CAG’s draft report affected RIL’s shares, making
the stock descend by 10.5% by 23 June 2011.
INTRODUCTION:
COMPANY PROFILE:
"Growth has no limit at Reliance. I keep revising my vision.
Reliance's philosophy of 'Growth is Life' has truly manifested itself in value creation
opportunities for its myriad stakeholders, which include its valued customers. The focus on
Growth has helped us grow as one of the world's largest producers of polymers. The2009-10
polymer production (Polypropylene, Polyethylene and Polyvinyl Chloride) is 4,091 kilotons. This
growth has been achieved with state-of-the-art world scale projects and setting
global benchmarks in product quality, standards and services. Reliance’s sites at Hazira,
Vadodara, Gandhar in Gujarat and Nagothane in Maharashtra are integrated with crackers. The
Jamnagar site is integrated with the world class refinery, ensuring feedstock security at all the
sites. At Reliance the constant endeavor is to provide products and services that meet global
standards. Based on the extensive interaction with the industry, they offer a wide range of
grades for diverse applications across packaging, agriculture, automotive, housing, healthcare,
water and gas transportation and consumer durables. Superior technologies, strong focus on
R&D, latest IT-enabled services to support supply chain management and the end-to-end
solutions offered across the value chain reinforce their commitment to customer satisfaction.
There’s more to Reliance Polymers than just delivering great products. There's an underlying
relationship of mutual trust and cooperation with associates and customers. There's a stringent
pro-active quality control procedure. There's a firm commitment on following Safety, Health
&Environment measures. There's a responsibility towards creating & ensuring a safe and clean
environment. The ISO-9001-2000/ISO-14001 accreditation has not only ensured providing
superior quality products and services but also fetched several national/international awards
beside global approvals from multinational companies. The Reliance Hazira QA / QC
Laboratories are accredited by National Accreditation Board for Testing & calibration
Laboratories (NABL), Dept. of Science & Technology, Govt. of India for testing in accordance
with ISO / IEC 17025 Standard. This lends credence to the international levels of competence
and quality our products offer to customers worldwide.
Total Customer Satisfaction, is what we strive for at Reliance. And with Rishta - the 360*
customer-focused approach, Reliance ensures sustainable quality through automated systems,
emphasis on complaint resolution, quality circles and adoption of programs such as "Six Sigma”.
At Reliance Polymers there is a commitment to provide Innovative products and services that
bring total satisfaction and considerable value to customers. At Reliance, their philosophy is to
'be where the customer is'. Their customers are ensured of easy reach of both their products
and services round the clock. This is facilitated through over 150marketing outlets in India
alone, supported by a national network of Regional and Sales offices and several overseas
offices across the globe. The teams of skilled technical and development personnel are
available to provide assistance at every stage. In order to provide both commercial as well as
technical support to their customers, the SAP R3 and Business Information Warehouse Systems
are implemented across all Reliance Polymer plants and office locations to ensure seamless
integration of financial, material, sales and distribution transactions. The latest IT-enabled
services support the management of the polymer supply chain. Thus, Reliance Polymers is
within your instant reach 24x7, 365 days a year. Currently Reliance Polymer grades are not only
well accepted in Indian market but also exported to more than 60 countries world-wide. Their
Exports Business office in Mumbai, India, oversees these operations supported by overseas
stock points and offices in the UK, Turkey, UAE, Indonesia, Vietnam and China. Market
development team continuously works with OEM, end-users, processors and machinery
manufacturers to promote new applications of Repol Polypropylene which not only improve
quality at optimum cost but also open up opportunity to produce light-weight products for
resource optimization of Mother Nature. Their technical and development team organize
seminars, conferences, Road shows in Rural and urban India to bring awareness of the benefits
of plastics and Repol. Polymer team works hand in hand with new investors in the field of
polymers by offering suitable projects. They are also closely working with various Nodal
agencies for product approval and accreditation.
BUSINESS VOLUME
Turnover: Rs. 2,58,651 crores ($ 58.0 billion) PBDIT: Rs. 41,178 crores ($ 9.2 billion) Cash Profit:
Rs. 34,530 crores ($ 7.7 billion) Net Profit: Rs. 20,286 crores ($ 4.5 billion) Net Profit 10 year
CAGR: 23%Turnover: Rs. 2,58,651 crores ($ 58.0 billion) PBDIT: Rs. 41,178 crores ($ 9.2 billion)
Cash Profit: Rs. 34,530 crores ($ 7.7 billion) Net Profit: Rs. 20,286 crores ($ 4.5 billion) Net Profit
10 year CAGR: 23%Total Assets: Rs. 2,84,719 crores ($ 63.8 billion) Significant contribution to
India's economic growth:
•13.4 % of India's total exports
•6.9 % of the Government of India's indirect tax revenues
•4.8 % of the total market capitalization in India
•Weightage of 11.9% in the BSE Sensex
•Weightage of 10.1% in the S&P CNX Nifty Index Growing Importance across the globe :
•Largest refining capacity at any single location
•Largest producer of Polyester Fiber and Yarn
•5th largest producer of Paraxylene (PX)
•5th largest producer of Polypropylene (PP)
•8th largest producer of Purified Terephthalic Acid (PTA) and Mono Ethylene Glycol (MEG)
Reliance Industries is one of India's biggest industrial groupings and the largest private sector
company. Reliance built its first polymer cracker in 1992 because although natural gas is cleaner
and cheaper, India has a very limited supply. Reliance, which is pursuing an aggressive
investment strategy in Jamnagar, is also one of the prime contenders to take over part of the
state-owned Indian Petrochemicals Corporation Ltd (IPCL) when it is privatized. Reliance could
exploit major synergies with the state-owned giant. The Indian government might also be
concerned at the near monopoly that would be granted on polypropylene and polyethylene.
Therefore, any disinvestment to Reliance would have to look long and hard at the competition
implications.
As a result of the new plant at Jamnagar, the Indian market has surplus capacity. It is expected
to continue exporting similar quantities for several months. The recent commissioning of a
210,000t/yr. polypropylene facility, brought on stream at Haldia by Haldia Petrochemicals, will
further oversupply the Indian market and force more exports. The overcapacity of the Asian
market has led to project cancellations in Indonesia, South Korea and Thailand. However,
according to Reliance, the compound annual growth rate of the Indian polypropylene market is
about 20%. This would, if continued, soak up some of the extra capacity of Reliance and other
companies. Nevertheless, the company must hope for an upturn in Far Eastern markets in order
to revive demand. The immediate future of the market points to significant overcapacity.
Production:
With an annual crude processing capacity of 580,000 barrels (92,000 m3) per stream day
(BPSD), RPL will be the sixth largest refinery in the world. It will have complexity of 14.0, using
the Nelson Complexity Index, ranking it amongst the highest in the sector. The polypropylene
plant will have a capacity to produce 0.9 million metric tons per annum.
EXPANSION:
In October 2005 plans were put in action to build a new refinery at the Jamnagar site adjacent
to the existing refinery, which is costing $6bn. Part of the finance, $500m, has been guaranteed
by the US Export-Import bank (Ex-Im Bank). The Ex-Im Bank guarantee is necessary to aid the
refinery developer /owner Reliance Petroleum Ltd(RPL) to acquire the required US equipment,
technology and services to build the new facility. The new refinery will be the world's sixth
largest and most complex. The two refineries will now comprise the largest refining complex in
the world. Bechtel Corporation in Houston, Texas has provided design, procurement, project
management and other services. Other US suppliers include: Black & Veatch International Co.,
Kansas City, Mo, for Sulphur recovery and gas treatment units; DowGlobal Technologies, Inc.,
Midland, Mich, for licensing and services for the polypropylene plant process; Foster Wheeler
Corp., Clinton, NJ, for fired heaters for the refinery's coker; and UOP LLC, Des Plaines, Ill, for the
catalytic converter reactor section and PSA (pressure swing absorption) packages. Citibank NA,
NY, is the guaranteed lender on the transaction. In October 2008 the project was declared 97%
complete with a projected on-stream date of December 2008. The second refinery will have a
capacity of 580,000 barrels per day, along with a 600MW power plant and enhanced port
facilities.
Environmental Record:
In 2005 Reliance Industries was found to be one of the top five consumers of toluene in the
world. These five companies account for 30% of the total consumption. Toluene produces a
toxic chemical that is released into the air when it is burned. Under the 1990Clean Air Act
Amendments, the U.S.EPA is required to regulate emissions of listed toxic air pollutants.
Cleaner replacements for toluene may be used. Reliance Industry is the world’s largest
polyester producer and as a result, the biggest producer of polyester waste. In order to deal
with this large amount of waste they had to create a way to recycle the waste. They operate
the largest polyester recycling center that uses the polyester waste as a filling and stuffing. They
use this process to develop strong recycling process which won them a reward in the Team
Excellence competition. Reliance Industries backed a conference on environmental awareness
in New Delhi in2006. The conference was run by the Asia Pacific Jurist Association in
partnership with the Ministry of Environment & Forests, Govt. of India and the Maharashtra
Pollution Control Board. The conference was to help bring about new ideas and articles on various
aspects of environmental protection in the region. Maharashtra Pollution Control Board invited various
industries complied with the pollution control norms to take active part in the conference and to
support as sponsor. The conference proved effective as a way to promote environmental concerning the
area. The Company is committed to ensuring the highest standards of environment management and
strict compliance with regulatory requirements at all times. The Company has taken utmost care at
various stages of project implementation viz. planning, design, construction towards compliance with
applicable laws. The refinery project is being set up as a zero effluent refinery, which is the best in class.
Product line:
Petrochemicals
Polymers
Polyester:
Indian Petrochemical industry is one of the fastest growing sectors in the world. Low operating
capacities in Indian petrochemical concerns bring with it the opportunity for future facility utilization.
Polymer market is dependent on growth in related sectors. Low per capita consumption of polymer
offers opportunities for domestic manufacturers to meet the rising domestic demand for polymers.
Indian Petrochemical industry is considered to be growing at a 1% CAGR. India is considered as one of
the fastest growing manufacturers of polymers. This has led to increased costs of imports creating
opportunities for domestic players to generate high revenues.
Challenges:
•Depreciation of rupee
•Environmental degradation
Trends:
•Growing investments: Indian polymer industry is extremely capable of exporting polymers as many
petrochemical majors still operate at low capacities. Per capita consumption of polymer in India is at 2
kg compared to3kg in US and China with 4 kg. Major forms of polymers are polyethylene
polypropylene, polystyrene and polyvinyl chloride. Polymer finds its usage in a variety of sectors like
packaging, agriculture and plastics. Increase of crude oil prices have affected the polymer industry in
India negatively.
Petrochemicals, as the name suggests, are chemicals obtained from the cracking of petroleum
feedstock. Petrochemicals are used in many manufacturing fields. The industry is built on small number
of basic commodity chemicals, also known as building blocks such as ethylene, propylene, butadiene,
benzene, toluene and xylene. Ethylene, propylene and butadiene are commonly referred to as olefins,
while benzene, toluene and xylene are known as aromatics. Together, they form the basis of all
petrochemical products. The broad product segments of the industry include basic petrochemicals,
polymers, polyesters, fiber intermediaries and chemicals. Petrochemicals production process consists of
primarily two stages. In the first stage naphtha, produced by refining crude oil or natural gas is used as a
feedstock and is cracked. Cracking (breaking of long chain of hydrocarbon molecule) produces olefins
and aromatics. In stage two, these building blocks are polymerized (made to undergo chemical
processes) to produce downstream petrochemical products (polymers, polyesters, fiber intermediaries
and other industrial chemicals. The industry is oligopolistic in nature with four main players dominating
the sector noticeably Reliance Industries Ltd (RIL), Indian petrochemicals Corporation Ltd (IPCL), Gas
Authority of India Ltd (GAIL) and Halida Petrochemicals Ltd (HPL). RIL, along with IPCL, accounts for
70%of the petrochemical capacity in the country. However, the downstream petrochemical sector,
especially polyester, is highly fragmented with more than 40 companies. This fragmented structure
adversely affects the health of the industry. Petrochemical industry is a cyclical industry. Globally, the
petrochemical industry is characterized by sluggish demand and volatile feedstock prices. India's current
per capita consumption of polyester is 1.4 kg, whereas China's and global per capita consumption is five
times and three times higher respectively. Similarly, the 5 kg per capita consumption of polymers in
India is one-fifths for the entire world. India accounts for 3.1% of the total world polymer consumption
of 200 mtpa.
1. Supply:
Supply currently outstrips demand. In India, as refineries are expanding capacity leading to increase in
production of naphtha, we believe it's going to increase further.
2. Demand:
Demand of the petrochemicals generate from the downstream industries, which in turn are dependent
on the state and growth of the economy. Indian economy is poised to grow 9.2% for the next few years.
Thus, the demands for the petrochemical products are bound to be on the higher end.
3. Barriers to entry:
The petrochemical industry is capital-intensive by nature. The minimum economic size of an integrated
plant is around 1 million tons per annum, which in turn calls for huge investments.
Moderate to low, despite the surplus naphtha production in the country, bargaining power of suppliers
seems to be moderate. This is due to the fact that the suppliers are concentrated. However, going
forward, integration is a ‘mantra' for the oil refining companies.
Moderate to low, the downstream user industry is fragmented, which reduces their collective bargaining
power. Import duties on the products have declined significantly over the past and with additional
capacities coming up in the Middle East the bargaining power of the customers might improve to an
extent.
6. Competition:
Competition within the domestic market is limited, as there are only a handful of players with world-
class capacities. However, with reduction in duties, there is threat of imports from Middle East and the
Asia Pacific region, which is going to increase the competition. Also, the refineries are getting integrated,
which will reduce the industry concentration in terms of market share and in turn fuel competition.
•Government has put in place a national policy on petrochemicals and has initiated steps to create
mega integrated complexes called petroleum, chemicals and petrochemicals investment regions
(PCPIRs). These PCPIRs will be set up in a 2,000 sq km area with an estimated investment of $280 bn. As
100% FDI is permissible in chemical industry, this should provide a boost to the sector. It is expected
that domestic petrochemical sector will double its production capacity in next four five years.
•Currently, R&D expenses of the industry are about Rs 2.2 bn (1% of the overall industry’s turnover).
With an approximate cost of Rs 4.4-6.6 bn, Government has provided for a policy of generating R&D
centers for modernization of the petrochemical industry. With this format, the government is aiming at
a low-priced high-return involvement in the petrochemical segment, via public-private-partnership
(PPP), to market the development of new applications of polymers and plastics, by establishing such
centers of excellence(CoEs).
•Operating rates are expected to bottom out in 2010. Demand in Asia, especially in India and China is
expected to remain high leading to high cotton prices and stable margins from polyester products. This,
along with project delays by Middle East could lead to the next super cycle in coming years.
Chemplast Sanmar Limited is a chemical company based in Chennai, Tamil Nadu. It is part of Sanmar
Group which has businesses in Chemicals, Shipping, Engineering and Metals. It has a turnover of over
Rs.45 billion and a presence in some 25 businesses, with manufacturing units spread over numerous
locations in India. Chemplast Sanmar's manufacturing facilities are located at Mettur, Panruti,
Cuddalore and Ponneri in Tamil Nadu, Shinoli in Maharashtra, and Karaikal in the Union Territory
of Pondicherry. It is a major manufacturer of PVC resins, chlorochemicals and piping systems. The
Cuddalore PVC project commissioned in September 2009 is the largest such project to come up in Tamil
Nadu. It's aggregate capacity of 235,000 tons makes it one of the largest PVC players in India. Chemplast
Sanmar Limited won two awards, at the 7th National Award for Excellence in Water Management
organized by the CII in Hyderabad in December 2010. The flagship company of The Sanmar Group won
the “Innovative Case Study” and “Excellent Water Efficient Unit” awards for the successful case study of
zero liquid discharge at Mettur. Chemplast Sanmar, a pioneer in Zero Liquid Discharge has implemented
this process successfully in all its manufacturing plants. Chemplast has not discharged a single drop of
treated effluent since September 2009 in Mettur while in Cuddalore and Karaikkal there has been no
discharge since inception.
The breakup of the market shares of Reliance Industries Ltd compared to various competitors in the
Karnataka region in the polypropylene and polyethylene division are as follows:
a) Polypropylene:
•Imports – 10%
b) Polyethylene:
•Imports - 20%.