DSCL History

The Delhi Cloth & General Mills Co. Ltd. (DCM)

was founded by Sir Shriram in 1889.
In 1990, to create more manageble business
entities , DCM Ltd. Was restructured into four
separate Companies
vDCM Shriram Consolidated Ltd.
vShriram Fertilizer & Chemicals Ltd.
vShriram Cement Works
vSwatantra Bharat Mills and DCM Silk Mills
Continued
In the decade 1990-2000, DSCL added the
following units to its potfolio
Shriram Alkali & Chemicals .
Shriram Environment & Allied Services
Shriram Bioseed Limited
Hariyali Kisaan Bazaar
Company overview
DSCL- turnover Rs.2940crores.
Primary business interest in Agribusiness,
Energy Intensive business, Value added
business.
Manufacturing units at Kota (Rajasthan),
Bharuch (Gujrat), and Ajbapur ,Rupapur,
Hariawan and Loni (U.P.)
DSCL meets the needs of a wide range of
customers from farmers to industrial users.
Promising
future

…Touched Rs 3000 crores by the end of

2007
 Organization
structure CHAIRMAN & SENIOR
MANAGING DIRECTOR

Ajay S. Shriram

DEPUTY MANAGING
VICE CHAIRMAN & DIRECTOR DIRECTOR SUGAR
MANAGING DIRECTOR
Rajiv Sinha
Vikram S. Shriram Ajit S. Shriram

TEXTILES /REAL CHEMICALS GROUP PUBLIC

ENERGY SERVICES COMPANY CORPORATE RELATIO SUGAR
ESTATE LAW HRD NS
DESGN: CE Power / Energy DESGN: Chief ED DESGN: Sr. ED -Chemicals DESGN: ED -Sugar
NAME: B L NAME: Sushil NAME:
NAME: S K Agrawal Sachdeva Baveja Neelam NAME: S Radhakrishna
NAME: Dr G C Datta Roy NAME: S D Omchary
Anand

CORPORATE
FINANCE
FERTILISER, POWER,
DESGN: Sr. VP & CEMENT & COMMON
Internal audit CFO
& SERVICES SBU AGRI BUSINESS PLASTICS SBU
Risk SBU AGRI RETAIL
Management NAME: JK Jain DESGN: ED &
Resident Head - Kota DESGN: President DESGN: Sr. VP & DESGN: President
& BH SBU Head & BH BUILDING SHRIRAM
NAME : S S PRODUCTS POLYTECH Ltd.
Gaur Corporate NAME: KK Kaul
NAME: S Chakravarty NAME: Rajat Mukerjei
IT NAME: Rajesh Gupta DESGN: Sr. VP & BH
DESGN: VP & BH
NAME: Kamal
Karnatak NAME: Sandeep Mathur NAME: Dr. G.
Mukhopadhyay
 DSCL
TODAY
qDiverse and fast growing Indian MNC
qInnovation and Quality focus
qA progressive organization on the pursuit of excellence
qEnduring relationships with all stakeholders – customers, trade,
financial community, technology suppliers & employees
qStrong people focus
§ Professional and Personal development
§ Bonding with the families
qStrong brand equity
qTechnological alliances with the global best
§ Haldor Topsoe, Shin-Etsu, Lafarge, Asahi, HW Plastics
qLed by top management team trained at the best Business Schools
across the globe – Harvard, Darden, Wharton,
 Michigan, Stanford, IMD
qEnabling work environment
qA Great Place to Work !!
§ Majority of the employees have worked with us for more than 20
years
A glimpse of the diverse business
portfolio
Manufacturing facilities
Agribusiness over view

 Agribusiness is the key growth driver for the DSCL.

Offerings comprise agricultural inputs, both
manufactured and merchandised output,
distribution and services.
Agri-inputs business provides Urea fertilizer,
pesticides, and other agri related products.
In terms of agri-outputs, DSCL manufacture and
market sugar and its byproducts – Molasses and
Bagases.
The Urea production capacity is 379000 TPA.

Continued….
Sugar production capacity is about 33000 TCD.
Company deals in Corn, Bajra, Jowar, Paddy, Bt
Cotton, Vegetables and Sunflower.
3rd player in hybrid corn business and its
contribute maximum in the revenue of
Shriram Bioseed Genetics India Ltd.
Hariyali Kisaan Bazaar- A rural business centre
that provides all encompassing solutions to
the farmers under one roof.
SOME OF DSCL
BRANDS
DSCL in Orissa
DSCL had entered into Orrisa during
September, 2008
They have entered Western Orissa
Good irrigation facility is available in western
Orissa due to Hirakud dam.
Paddy grown 2 times a year.
Bargarh is the highest paddy producing dist. in
Orissa



Industry and Competitors
analysis
Total pesticide market in Orissa- Rs. 80 cr.
Market for DSCL- Rs. 1.5 cr
Market for Tata ralis- Rs. 10 cr
Market for Syngenta – Rs. 7 cr

Product Portfolio
INPUT Crop Brand
SEED Paddy Shriram paddy
Lady’s finger Jhilmil
Tomato Pradhan
Bitter Gourd
Composition Brand
PESTICIDE Cypermethrin Shriram Cyper
Monocrotophos Shriram Mono
Endosulphan Shriram Endo
Cholopyriphos Shriram Chloro
Cholopyriphos Shriram Chloro +
Plant Growth + Cypermethrin
Amino-acid Shriram Surya-G
Regulator
Price:
 Penetration pricing strategy has been followed
 Buy ingredients from Tata Rallis and Bayer
 Both of DSCL and its industrial suppliers sell the
same product in the same market, so the
margins of DSCL are low
Place: Western Orissa: Sambhalpur, Burgat,
Jhasughar, Bolangir, Sundergarh
Promotion:
 Print media
 Posters
 Hoarding
 Wall painting
 Field demonstration

Promotion
Price discount- DSCL provides price
discount@Rs 5/lt if a customer buys more
than 1000lts in case of pesticide
Ratna wholesaler- Each year DSCL identifies
100 wholesalers all over India and arrange
foreign trips for them
Star retailer- Each year DSCL identifies 1000
retailers (performance based)and gives them
gifts worth Rs. 20000 like TV, washing
machine etc.

Margins to channel
Distributor: 5 %
Retailer: 10%
Schemes: trade schemes, customer schemes
Push/ pull strategy

Industrial suppliers of
DSCL
Name of suppliers Name of chemical

TATA RALIS CONTAF

BAYER CROP SCIENCE FORTIS

UPL LANCER GOLD

Distribution Channel in
Orissa
Industrial Supplier

Pesticide
ØGujarat Fertilizer (Rajasthan)
ØM.P.
ØU.P.

Company owned Godown (Bhubaneswar

Seed )(Andhra Prades

Distributor (30)

Retailer

Customer
Future plans in Orissa
Launching a new product (Carbendazin +
Mancozeb: Carzeb)
Expansion to new places : Koraput,
Nabarampur, Jaipur
Promotion through Jeep campaign
Intensive demonstration at farmer’s field

Swot analysis
Strength:-DSCL is strengthening existing
businesses while incubating newer and value-
added businesses for future growth
 Locational integration, Product
integration:
Weekness:-The completion of these business-
enhancing is expected to result in a quantum
jump in volumes and financial performance but it
takes a bit time.
Opportunity:-Improving cost position, Swing
capability, Diversified portfolio, Fiscal
conservatism
Threat:-competions from local
players,emerging needs for agri reatiling
Social Commitment
Agri Extension activity- Shriram Krishak Seva
Kendra.
Health care –Shriram Hospital at Kota.
Education-Lady Shriram College of Commerce,
Delhi School of Economics.
Environment- Plantation of trees.
Sports
Fe a th e rs in d scl
ca p

British Safety Council -

Sword of Honor
thank you

Ajoy
Anshuman
Anupam
Jagnya
Nitish
Subhankar