Agenda

Company Profile

Cashew export from India

Cashew production process
Problems in Bulk packaging of cashew exports
Rules & Regulations for bulk packs
The Present cashew packaging market &

Stakeholders
Applications of Models
Recommendations

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TCI Analysis will give an overview of how Indian firms

like MTR and Maiyas will go global in their product
packaging and printing approach

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TCI Company Profile

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Established in 1910
Cigarette Manufacturing and Marketing Organization
1.5 Billion Dollar Enterprise (Rs 3750 Crore approx)
Seven Main Businesses
Highest earner of foreign exchange in the Indian private

sector(Rs 834 crore during 1992-93)

Multi-product, multi-technology, multi-market group
Distribution network encompasses the entire subcontinent
Highest earner of foreign exchange in the Indian private
sector
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TCI Business
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Tobacco and Cigarettes

Packaging and Printing

Hotels
Seeds and Edible oils

Paper and Board

Financial Services
International trading

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TCI Packaging and

Printing Division
5

Indias Largest Manufacturer of value added folded

cartons for cigarette division of TCI as well as for leading

brands of liquor, foods, detergents, personal products
and matches
New Computer-controlled Machinery
Technical collaboration arrangement with Box-Liquid
Corporation, USA, to manufacture and market "
Wunder-Pac" Bag-in-Box [BIB] packaging system
for liquids like edible oils, lubricant oils, etc.
BIB packaging was convenient to use, more hygienic,
tamper proof, and cost effective.
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Product Development Team

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Cashew Exports from India

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During 60s US and USSR were major importers

There are 2 major international markets
New York Market
London Market
For nine months ending September 1992 the exports
stood at 35.2 thousand tonnes
The price is affected by total production of
cashew nuts in the producing country.

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Production of Cashew Kernels

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Conditioning
Sprinkling water and kept aside for 24-72 hours
Sun Drying

Roasting
25-28% recovery rate
Drum roasting/ oil roasting

20% recovery rate

Shelling

Shelled manually with wooden hammers to separate kernels from nuts

Drying
Drying through a process called 'borming to prevent insect attack on kernels
Peeling
Outer skin of kernels is peeled off manually

Manual grading, Conditioning and Packaging

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Problems in Bulk Packaging

of Cashew Exports
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Importing Countries pressuring to adopt Alternative

Packaging methods
Problems stated are
Lead Solder contamination
Disposability
Pest attacks in godowns
Recyclability
Safety Aspects

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Rules & Regulation

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Association of Exporters and the Council for Cashew

Exports and Promotion (CCEP) formed a committee

Features required in the new packaging system

Enough Strength to withstand the pressure of Handling and

Transport
Containers Should be Leak-Proof
Shelf Life of the Cashews
Splits and Broken Percentage
Resistance to pest attacks in godowns
Price of Bulk packs
Investments

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Strategic Responses in Host Country

Regulatory Environment
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Current Packaging Market

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Indian cashew nut production has maintained a steady

growth of 4.44 percent in past five decades (from 1961 to

2013).

Packaging for over seven decades has been in metal

containers. (KO type containers made from tinplate).

Increasing demand for alternate packaging methods by

importing countries.

CCPEs substitute for tins resulted in the quest for plastic

packaging.

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Stakeholders
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Cashew Producers

Exporting countries
Importing Countries
Home country Government

Marketing Agencies
Packaging Industry
Consumers

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Packaging Methods
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Kovak Packaging
Use of aluminum foil (non-recyclable)
CAM companys Packaging
Cans made of cardboard
TCI Bag-in-Box Flexi Packs
Aluminum foils and HDPE
Minimal changes to be made in Vitapack System.

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SWOT Analysis BIB Flexi Packs

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STRENGTHS
Environment & user friendly
Moisture resistant & Tamper
Proof
Tested OK
Cost lower than tin containers
OPPORTUNITIES
Demand for improved
packaging
Expansion of market

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WEAKNESS
7% percentage of broken and
split component
Less resistant to rat attacks

THREATS
High competition
Resistance from tin container
manufacturers (40 year old
practice)
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AAAA Framework
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Regulation: Demand for alternative packaging by

CCEP.
This regulation is important for TCI to gain more
market share and build competitive advantage.
Accede
Comply with the governments to improve their
packaging

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Hofstede measures of culture

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Power Distance: Power distance is very low in United

States, high in Asian countries.

Individualism / Collectivism: USA is high in

individualism whereas Asian countries are high in

collectivism.
Uncertainty avoidance: India has a medium low

preference for avoiding uncertainty, US scores below

average, on the Uncertainty Avoidance dimension
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ABCD Framework
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Access: Importers of our product have got access to

the product from various other countries like Brazil

and Kenya
Buying behaviour: Changed on the basis of prices,
proximity of exporter and delivery of proper quality
product
Consumption characteristics: Factors that
drives consumption pattern are Price of Cashew,
Hygiene and Safety to consumer
Disposal: Reuse and recycle of the packages also
the storing factors are considered.
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Recommendations
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Lead Contamination as it is hazardous to the health of the

consumers. Use electroplating or packaging through other methods

like rubber adhesive compounded tins instead of lead-soldered tins.
Use of reliable suppliers of tin and other packaging material as used

in the BIB concept so that the contamination is negated and

freshness is maintained.
Solder material must not come in contact with the contents to

ensure non-contamination of the product

THIS SIDE UP and HANDLE WITH CARE
Vacuum test
Take inspiration from the CAM Companys packaging to make it
more eco-friendly
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Cashew Packaging: Snapshot

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