Life Line Feeds India Pvt Ltd

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  • 1. An Organization Study atLife Line Feeds (India) Pvt. Ltd1.INTRODUCTIONThe Indian economy, is largely agriculture based the contribution of agriculture and alliedactivities are about 40% in national income. Indian agriculture is based on the economicsymbiosis of crops and animal production. Small marginal farmer own almost 80% of thetotal holding.With the increase in human and livestock population and percapita reduction in average foodproduction, forge production, diversified use of available land mass to roads, industries andhuman rehabilitation and also fast deterioration of ecosystem due to deforestation andincrease in soil erosion it becomes necessary to consider the alternative use of land masssustainable food security.The necessity and opportunity gave the way to birth tothe ofM/s Om traders and estatesupplies in 1986 in Chikmagalure as dealer in cattlefeeds and poultry products. Service andbetter competitiveness gave rise to business growth to sell feeds up to 3000 tones/month.Intension to serve made the company to buy back the eggs from farmers which became ameans of faster recovery system which helped life line feeds to market the eggs, which nowholds the 75% of the market share in Chikmagalure (30 thousand eggs per month).Huge potential in broiler market in the region brought the company into broiler productionwith an initial capacity of five hundred birds/week in the year 1990. The consistency, ratesand the broiler production economics prompted the company to venture into the feedsbusiness giving rise to m/s LIFE LINE FEEDS (INDIA) PVT LTD in the year 1996.R.V INSTITUTE OF MANAGEMENT 1
  • 2. An Organization Study atLife Line Feeds (India) Pvt. LtdINDUSTRY PROFILE1.1Poultry IndustryPoultry industry is the raising industry in the world, today we can see most of the farmershave started to rear birds for commercial purpose.It is believed that the Indian Poultry Industry is 5,000 years old, since last 4 decades it beganto witness remarkable growth from backyard to poultry industry.The organized sector of poultry industry is contributing nearly 70% of the total output and therest 30% in the unorganized sector. The broiler industry is well dominated in southern statesin our country with nearly 60-70% total output coming from these states. The layer industryonce again is represented more in southern states especially, Andhra Pradesh, Tamil Naduand Maharashtra producing nearly 70% of the countrys egg production. Indias 75% of eggproduce is consumed by the 25% population living in urban and semi-urban areas. Presentlyabout 800 hatcheries are operating in the country.In ancient most of them are having their own poultry farm in a very small number of birdsfor their own consumption , later day by day when the requirements increased they startedrearing birds for commercial purpose.Poultry Industry in India:Poultry is one of the fastest growing sectors in India and also around the world of all theagriculture related sectors. While the production of agricultural crops has been rising at a rateof 1.7 to 2 percent per annum that of eggs and broilers production has been rising at a rate of8 to 10 percent per annum. As a result, India is now the worlds fifth largest egg producer andthe eighteenth largest producer of broilers. Driving this expansion are a combination offactors - growth in per capita income, a growing urban population and falling real poultryprices.In this context, there have been questions raised about the effect of production of poultryproducts production through structural factors, policies-on small-scale producers. Do theR.V INSTITUTE OF MANAGEMENT 2
  • 3. An Organization Study atLife Line Feeds (India) Pvt. Ltdtransaction costs, policy distortion and environment externalities place the small-scaleproducer at a disadvantage? Why do some poultry farms have higher income than others?Dolarge farms earn more profit per unit of output than small ones? What explains thedifferentials in profitability? This report which forms part of a study on poultry, seeks toaddress these questions. It attempts to assess the impact of policy and environmental factorson the scale of poultry operations in India as well as the implications of that impact for small-scale production. The study aims to collect and analyze consistent data.Poultry sector is one of the fastest growing industries of the Indian economy than any othersector contributing about $230 million to the Gross National Product. But in statistical termsthe industry has reported a loss of over Rs 4,000 crores as an aftermath effect of differentdiseases to the birds. The contribution of the small rural farmers points out the importance ofintegration of the poultry farming and the allied sector. Suguna Poultry Farm is the pioneer inpoultry integration and contract poultry farming in India, with presence in nine states andmembership of about 15,000 contract farmers. Some of the poultry firms have set an exampleof integration and contract farming before the industry and has proved to be beneficial for thecompany. Integration could be the way forward for the entire industry towards expansion andsuccess.Change from the household activity to professional activityThe poultry sector in India has undergone a major shift in structure and operation. Asignificant feature of Indias poultry industry has been its transformation from a merebackyard activity into a major commercial activity in just about 40 years. This transformationinvolved sizeable investments in breeding, hatching, rearing and processing. Farmers in Indiahave moved from rearing non-descript birds to today rearing hybrids, which ensure fastergrowth, good live ability, excellent feed conversion and high profits to the reapers. This ispossible because of the initiatives of the private players and government‟s policies and majorimprovements in the field of genetic researches that took place in the indigenous market andother facilities such as poultry equipments and poultry processing sectors and to be noted isthat India is one of the few countries that have made enough investment in the pathogen freeegg production projects.R.V INSTITUTE OF MANAGEMENT 3
  • 4. An Organization Study atLife Line Feeds (India) Pvt. LtdMedical usesChicken eggs are used to produce source of molecules to treat snakebite. Duck embryos areused in manufacturing anti-rabies vaccine. Diet eggs or designer eggs are going to boostspecial eggs for vitamin E substitution, Omega fatty acids and antioxidant requirements.Poultry eggs and meat have got sensorial, curative, nutritive and therapeutic potential. Poultryis labor intensive and has a potential to create 25,000 more jobs on the consumption of onemore egg per capita and similarly 25,000 additional jobs on the consumption of 100 gm morechicken meat.By the year 2013India is expected to produce 260 million layers (77700 million eggs) and3500 million broilers (5.9 million tones). Per capita consumption of meat will be around 3.5to 4.5 kg and eggs will be around 65 and it is expected to contribute Rs 60,000 crores. Noagriculture sector is growing as fast as the Indian poultry, making it the most dynamic rapidlyemerging sector of livestock economy. The export of poultry meat at present is worth Rs 150crores and is expected to reach Rs 1,500 crores by 2010. Indian agriculture contributes 28 percent to the GDP of which 17% is contributed by poultry. Poultry is the only industry wheremodern technology co-exists with the traditional poultry keeping because poultry technologyis appropriate, adaptable, accessible, available and affordable both for the rich and the poor.Growing Production of Eggs and BroilersThe eggs and the meat are the major end products of the poultry sector in India. Now theaverage production of eggs is about 37 billions in number and boiler is about 895 million, andthe poultry meat is about 735,000 tones. There has been an improvement in facilitiesprovided to the manufacturers of egg powder and frozen/ processed boiler meat essentially tocater to both domestic and international markets.Issues Relating to Animal Welfare and Environmental PollutionIssues relating to animal welfare and environmental pollution by poultry units have been ofincreasing concern in developed countries such as the U.S. and the European Union (E.U.).R.V INSTITUTE OF MANAGEMENT 4
  • 5. An Organization Study atLife Line Feeds (India) Pvt. LtdBut in India these issues have not yet emerged as critical although they are discussed atlength in various seminars and forums on poultry production. Considering globalization andthe International trade in poultry products, however, these issues may assume significance ina few years because of pressures from importing countries such as those in the E.U.1.2 Industry structureStructure of the Poultry IndustryThe structure of Indias poultry industry varies from region to region. While independent andrelatively small-scale producers account for the bulk of production, integrated large-scaleproducers do account for a growing share of output in some regions. Integrators include largeregional firms that incorporate all aspects of production, including the raising of grandparentand parent flocks, rearing ducks, contracting production, compounding feed, providingveterinary services, and wholesaling.Variations in the poultry development according to regionsAnother important aspect of poultry development in India is the significant variation in theindustry across regions. egg production in India by state during 1998-99 depicts that the foursouthern states - Andhra Pradesh, Karnataka, Kerala and Tamil Nadu - account for about45percent of the countrys egg production, with a per capita consumption of 57 eggs and 0.5kgof broiler meat. The eastern and central regions of India account for about 20 percent ofegg production, with a per capita consumption of 18 eggs and 0.13 kg of broiler meat. Thenorthern and western regions of the country record much higher figures than the eastern andcentral regions with respect to per capita availability of eggs and broiler meat.Poultries nearer to cities and townsThere has also been a growing tendency for poultry units to be concentrated around urbanareas because of the existence of ready markets for the end products of poultry production.R.V INSTITUTE OF MANAGEMENT 5
  • 6. An Organization Study atLife Line Feeds (India) Pvt. LtdRural Poultry ProductionRural poultry production constitutes important component of agricultural economy in India,small poultry holder are practically capable of more significant contribution to alleviatemalnutrition, poverty and unemployment. A spectacular progress has been made fromsubsistence to sustainable production system. Indian backyard population increase is only by16% in the last 30 years from 60 to 70 million. Chinas 76% of total egg comes from ruralbackyard production. India requires both mass production as well as production by masses.Policy MeasuresThe policy measures that are required to improve the poultry industry must involve:(a) Improving infrastructure facilities, this will help not only to stabilize the price of poultryproducts in the domestic market, but will also make them available in remote areas.(b) Creating an efficient marketing channel that will help provide remunerative prices toproducers (in other words, Indias marketing set-up should also grow along professionallines).(c) Increasing maize production, which will involve using GM (genetically modified) seedvarieties or, alternatively, will necessitate finding other sources of feed ingredients that canreplace maize.1.3 Industry volumeOperation scaleIn India the growth of poultry sector has been marked by increase in farm size. In earlieryears broiler farms had produced on average few hundred birds (200-500 chicks) per cycle.Today units with fewer than 5,000 birds are becoming rare, and units with 5,000 to 50,000birds per week cycle are common. Similarly, in layer farms, units with a flock size of 10,000to 50,000 birds have become common. Most farms in India are of average size whichproduces around 10000 to 25000 eggs per week.R.V INSTITUTE OF MANAGEMENT 6
  • 7. An Organization Study atLife Line Feeds (India) Pvt. LtdSmall units are probably finding themselves at a disadvantage because of high feed andtransport costs, expensive vaccines, and veterinary care services and the non-availability ofcredit. Some small units are reported to be shifting from layer to broiler production becauseoutput in broiler units can be realized in six weeks. This is also due to he supports given bythe government to the production of the boilers and in egg production and also I theproduction of meat producing chickens.Low Per Capita ConsumptionEven though India is the worlds eighteenth largest producer of broilers and fifth largestproducer of egg, its per capita consumption of these products is only – one kilo of poultrymeat and 37 eggs per person per annum. Here, again, there are differences in per capitaconsumption between rural and urban areas and also across the region. Per capitaconsumption of eggs is only 7.7 per annum in rural areas compared with 17.8 per annum inurban areas.ExportsExports of poultry products from India comprise table eggs, meat, live birds and value-addedproducts such as egg powder and frozen yolk. The value of aggregated exports was Rs. 1,683million in 1996-97. Exports were the level of Rs.5 billion by the year 2000.EmploymentThe employment in the poultry sector was not so healthy about three decades ago then theproduction was 10 billion eggs and 30 million boilers this was not a good number the totalnumber of people employed were very low and it was not so encouraging. As the sectorsincome and employment in agriculture sector started decreasing the sectors such as poultry,dairy started gaining the upper hand and under went a significant change and progress. Withthe demand for poultry increasing and production reaching 37 billion eggs and 1 billionbroilers, this sector now employs around 1.6 million people. At least 80 percent ofemployment in the poultry sector is generated directly by these farmers, while 20 percent isR.V INSTITUTE OF MANAGEMENT 7
  • 8. An Organization Study atLife Line Feeds (India) Pvt. Ltdengaged in feed, pharmaceuticals, equipment and other services required by the poultrysector.Additionally, there may be a similar number of people roughly 1.6 million who are engagedin marketing and other channels servicing the poultry sector.1.4 Current ScenarioChanges in consumption patternAn analysis of consumption data originating from National Sample Survey (NSS) roundsreveals many interesting facts. First, 42 percent of households are vegetarian in that they donot eat fish, meat or eggs.The remaining 68 percent of households are non-vegetarians. Over time there has been agradual shift from vegetarianism to non-vegetarianism. The change is more visible in ruralareas than in urban areas. For instance, between 1987-88 and 1999-2000, the proportion ofhouseholds consuming only one of the three items - fish, meat or eggs - increased by only onepercent in urban areas, while in rural areas this proportion increased by four percent. Second,calculation of income elasticity of demand for different commodity groups shows that thecommodity group that includes meat, fish or eggs ranks second in the quantity ofcommodities consumed in rural areas (milk and milk products rank first), while in urbanareas consumption of the meat, fish, or egg commodity group ranks third.The estimated income elasticity is 1.01 in rural areas and 0.66 in urban areas. Third, the priceelasticity also follows the same order. Meat, fish or eggs have the high price elasticity of 0.75in rural areas and 0.68 in urban areas. Fourth, estimates of income and price elasticitycalculated for each of the four expenditure groups show that those elasticities tend to declineas one moves from the poor to the non-poor and the wealthy. The income elasticity is low forthe wealthy - 0.5 in rural areas and 0.6 in urban areas. The other two income groups in ruralareas have high-income elasticity - greater than unity. Price elasticity‟s are greater than unityfor the very poor and the poor in rural areas, and for the very poor in urban areas. Asignificant policy implication of these consumption habits is that there is lot of scope inraising the demand for poultry products in rural areas.R.V INSTITUTE OF MANAGEMENT 8
  • 9. An Organization Study atLife Line Feeds (India) Pvt. LtdConstraints on the Growth of the Poultry IndustryA major constraint affecting the growth of the poultry industry in India is the lack of basicinfrastructure such as storage and transportation, including cold chain. As a result, there arewild price fluctuations in the prices of poultry products, i.e., eggs and broilers. Anotherconstraint to growth is an inefficient marketing system. The presence of so many marketintermediaries harms both the producer and the consumer. A third problem relates to the priceAvailability of feed resources.Maize or corn plays a major role in broiler production, as it constitutes 50 to 55 percent ofbroiler feed. As the broiler industry is growing at the rate of 15 percent per annum, thedemand for maize is thus likely to increase. Presently India grows only 11 million tones ofmaize and only 5 million tones are available for poultry, which is not sufficient if the currentgrowth rate of the industry is to be maintained.Recent positive developments of poultry industry NABARD has committed to bring about rural prosperity through poultry. Meeting of sub-group of poultry has asked for funds of Rs1095 crores for poultry development during the 11th Plan and Rs 30,000 crores for the entire livestock sector under various schemes of the Government of India. India has resumed egg export. Poultry farmers to get maize on concessional rate to use it as feed in poultry. Poultry litter to fetch carbon credit in Andhra Pradesh with 3.5 mw power plant.Presently 100% Foreign Direct Investment (FDI) is permitted in the food processing sector.Also FDI in food retailing, covering dairy, poultry, marine, vegetables and fruits might helpthe entire food processing industry grow. Poultry farming in India has transformed from amere tool of supplementary income and nutritious food for the family to the majorcommercial activity generating the required revenue. The growth of the industry with steadyproduction of 1,800 million kg of poultry meat, 40 billion egg per year and employmentgeneration of about 3 million people indicates the future prospects for the industry. ChangingR.V INSTITUTE OF MANAGEMENT 9
  • 10. An Organization Study atLife Line Feeds (India) Pvt. Ltdfood habits, rising income of the middle class Indian, presence of private players, risingmarket demand of the Indian poultry produce in the export market are some of thecontributing factors to the growth of the industry.R.V INSTITUTE OF MANAGEMENT 10
  • 11. An Organization Study atLife Line Feeds (India) Pvt. Ltd2.0 COMPANY PROFILE2.1Background and inception of the companyNecessity and opportunity gave birth to M/s Om traders and estate supplies in 1986 inChikmagalure as dealer in poultry and cattle feeds. Service and competitiveness up held thebusiness growth to sell feeds up to 3000 tones/month. Intension to service made the companyto buy back the eggs from farmers which became a means of faster recovery this helped lifeline feeds to market the eggs which now captures 75% of egg market share in Chikmagalure(30 lakhs egg/month).Tremendous potential in broiler market in the region brought the company into broilerproduction with an initial capacity of 500 birds/week in 1990. The fluctuation in the feedconsistency, rates and the broiler production economics prompted the company to ventureinto the feed business giving rise to m/s LIFE LINE FEEDS (INDIA) PVT LTD in 1996.History of the Organization:At a time, when poultry industry growth was on the rise in 1985, Mr. Kishore Kumar Hegde avisionary laid his first step in to foray of commerce to be one of the best players in poultryindustry. His vision, dynamism and strong urge to help the agro- based economy develop,drove him to make a humble beginning as an animal feed distributor in Chikmagalure.Today, M/s LIFE LINE GROUP, is a totally integrated conglomerate which harnesses itsfocus on the development of the rural economy ,laying special emphasis on the state of art R& D facilities. The group also follows latest scientific innovations in poultry management andis abreast in adapting the latest technology and managerial procedures.R.V INSTITUTE OF MANAGEMENT 11
  • 12. An Organization Study atLife Line Feeds (India) Pvt. LtdPhilosophyLife line feeds India as clear mission Practice the logo Hatch to Health Through our Strength quality possesses that spell optimum Health to the chicken, and thereby give significant, health benefits to the consumer. To make our brand Life Line‟s Tender Chicken the Most recognized and preferred source of poultry for the retail as well as institutional trade. To foresee our customer‟s needs ten years ahead because it is the consumer‟s needs and tastes that dictate the production process and allow us to grow and be in the business.This was supported by M/s Om poultry farm with a capacity of 5000 birds/ week as a R&Dwing to M/s Life Line Feeds (India) Pvt. Ltd., here the research work goes on the basis ofThe various aspects such as production efficiency based on weather, market rates ofingredients, broiler prices, nutrient requirements etc. Two years of hard ship and dedicationwas the success of M/s Life Line Feeds (India) Pvt. Ltd.Life line India pvt ltd has itscertificate under ISO 9001:2008 for quality assurance.Today the unit producing 3000 tones of feeds/month, during later part of 2011, due to broilermarket crises, the chick production available in the market was affected and due toinconsistent availability of chicks the returns were severely affected. Hence the companyventured into breeding farm and chick production activity which can produce 8 lakhchicks/month.Watching the change in the concept of farming from individual to contract farming for bettercompetitiveness in the markets and volume based operation success, the company expandedits wings both in forward and backward integration in 1993. The success story wasproduction efficiency at every level due to continuous research in the feed, hatchery and gavebetter edge on the competitors in the industry.R.V INSTITUTE OF MANAGEMENT 12
  • 13. An Organization Study atLife Line Feeds (India) Pvt. Ltd The marketing of the broiler as commodity did not convince the company either in terms of economies nor foresee any future in the business. This was overcome by venturing into processing and retailing of chicken and branding the product as M/s Life Line’s Tender Chicken. The customer education, concept of hygiene and service gave the company the hope of expansion of processing and is today having a production capacity of 13,000 birds / shift processing unit at Chikmagalure. The experience of retailing in Chikmagalure prompted them to venture retailing at Bangalore and has opened 19 retail outlets in Bangalore. The processing unit is currently slaughtering 3,60,000 birds / month. Facilities: I.At the Breeding Farm, the 10,000 birds lay 1.5 million eggs a year, under good management practices. The birds are fed with nutrients based on requirements at every stage of life.II.At the Hatching Unit, every week 75,000 chicks are hatched in a hygienic environment, and graded for the best survivability at the integration farms.III.At the Farms, the chicks are acclimatized to normal temperatures till they become homoeothermic and are reared until they are ready for the market. The Feeds Unit produces 35,000 tones of age-defined poultry and cattle feeds a year. The nutrient requirements are changed in response to the needs of the market and environment Benefits of the employee: 1. Provident fund 2. Health Coverage 3. All benefits of labor enactments such as leave, holiday salary, Min wages etc., 4. Free accommodation for farm labors & retail shop staff 5. Free food for staff at Chicken Slaughtering Unit/ Hatcheries 6. Expenses at actual for Marketing/ Field staff. R.V INSTITUTE OF MANAGEMENT 13
  • 14. An Organization Study atLife Line Feeds (India) Pvt. Ltd7. Loan facility to employees with priority to health, house and marriageGenesis of the life line groupKeeping with the pace of local market, the life line feeds (India) pvt ltd was commenced inthe year 1986 by K.Kishore Kumar Hedge. Starting with the animal feeds distribution andsupplies in the name of OM TRADERS AND Estate supplies.In 1986 Mr. K Kishore Kumar Hegde who supported local farmers those who are running abackward poultry farms in a very small number of birds for the purpose of trading. In 1987 heestablished his own poultry farm with the number of 3000 birds in his own farm.Till 1995 the company progressed under the proprietary concern later the real changeswere found in the concern or industry. The year 1996 the company increased its productionfrom 3000 to 20000 birds.1997 gave birth to the famous brand name life line feeds (India) pvtltd and so forth the give the new brand name” NANDAN FEEDS” for their feed this wasbased on the name of the founder‟s son. In the year 1999 introduction of the breeding farm bythe year 2000 they hadstarted hatchery unit in the name of life line hatchery.The marketing of the broiler as commodity did not convince the company either in terms ofeconomy nor fore saw any future in the business. This was overcome by venturing intoprocessing and retailing of chicken and branding the product as lifeline‟s tender chicken in2002.Processing unit with the production capacity of 200 birds per hour. The experience ofretailing in Chikmagalure promoted them to venture into retailing at Bangalore and opened 4outlets in Bangalore in 2005.Then in the year 2006 they started chicken slaughter unit inKarnataka State Industrial Estate at Gowdanahalli near by Chikmagalure with the capacity of1600 birds per hour. At present the total turnover is 100 crores per Annum. 600 well trainedemployees are working in this industry. Broiler producing 600000 Birds per month Feed3200 mega tunes per month.R.V INSTITUTE OF MANAGEMENT 14
  • 15. An Organization Study atLife Line Feeds (India) Pvt. Ltd2.2VisionandMissionVision:- To be a zero defect company. To state and demonstrate our ongoing commitment to nurture our employees and the society resulting in a recognition that we are one of the best employers in this industry. To create wealth for all the key stakeholders of the company. To achieve national dominance in selected business built around our core competencethrough continuous product innovation, customer orientation and a focus on costeffectiveness.Mission To build thephilosophy of continuous improvement in day-to-day activities. To create a culture of excellence through an orientation to continually innovate and improve productivity. To know our customer‟s needs and provide solutions that improves their competitiveness ongrowingly.To be committed and responsible towards the society in all aspects especially in creating aclean environment.2.3Nature of Business CarriedThe group enjoys the concept, knowledge from skilled man power, technical personnel,constant interaction with the University of Veterinary Sciences Faculty and a well dedicatedteam in all the segments of integration.R.V INSTITUTE OF MANAGEMENT 15
  • 16. An Organization Study atLife Line Feeds (India) Pvt. LtdThe company foresees the branding of chicken and selling of chilled/ frozen chicken withbrands will be the call of the day, as the slaughtering of the chicken in the city limits is goingto be banned in the coming days due to various pollution problems, public health issues etc..,the retailing of the product not only helps in completion of the integration process but alsogains the margin which has been engulfed by the middleman in the commodity market.Details of the organization are as underInstitution Nature of Business ExperienceOm Traders Egg & Feed Trading 26 yearsOm Poultry Farm Broiler production 14 years R&D activityLife Line Feeds Feed Production 15 years( India ) Pvt Ltd., Hatching egg Production Broiler Integration Chicken Processing Retailing of BroilerLife Line Farms Broiler production 11 yearsLife Line Hatchery Chick production 12 yearsLife Line Chicken Chicken Trading & 9 years Retail Shop2.4Ownership PatternLife line feeds solely owned by entrepreneur Kishore Kumar Hegde. From the past 26 yearshe had converted company‟s turnover from thousand rupees to several millions. Butentrepreneur depended mainly upon the finance source provided by Syndicate Bank headR.V INSTITUTE OF MANAGEMENT 16
  • 17. An Organization Study atLife Line Feeds (India) Pvt. Ltdbranch of Chikmagalure. The bank also contributed to the growth of the company. There issome charge on assets of the company. Owneers Contribution 40% Bank Finance 60%Salary Structure of the OrganizationLabor 3000 to 6000Supervisor 4000 to 8000In charge 6000 to 10000Office 8000 to 12000Manager 10000 to 20000Accounting and financial practices;The financial department has the responsibility of maintaining the accounts and exercisingthe financial control. The function of account sections is to record the various transactions ofthe company in financial terms apart from the quantitative records necessary to bemaintained. The main objective of finance department isR.V INSTITUTE OF MANAGEMENT 17
  • 18. An Organization Study atLife Line Feeds (India) Pvt. Ltd Financial analysis, planning and control. Management providing firm‟s asset structure. Management of firm‟s financial structure.The Quality objective of the company1. To strive for excellence in quality of products in domestic market and to be recognized as a leading player.2. To develop necessary competencies at all levels of operations and improve process, products and service continuously.3. To encourage participation of employees at all levels of operations and to form motivated teams where they treat each other with mutual trust and respect.4. To shoulder responsibility by maintaining a safe, clean and hygienic environmentR.V INSTITUTE OF MANAGEMENT 18
  • 19. An Organization Study atLife Line Feeds (India) Pvt. Ltd2.5Product ProfileA) Egg (Food)The company is selling 26.4 million eggs a year. Bird eggs are a common food source. Mostcommercially produced chicken eggs intended for human consumption are unfertilized, sincethe laying hens are kept without any roosters. Fertile eggs can be purchased and eaten as well,with little nutritional difference. Fertile eggs will not contain a developed embryo, asrefrigeration prohibits cellular growth.Chicken eggs are widely used in many types of cooking. Dishes that use eggs range fromboth sweet to savory dishes. Eggs may be pickled; hard-boiled and refrigerated; or eaten raw,though the latter is not recommended for people who may be susceptible to salmonella, suchas the elderly, the infirm or pregnant women. In addition, the protein in raw eggs are only51% bio-available, whereas a cooked egg is nearer 91% bio-available, meaning the protein ofcooked eggs is nearly twice as absorbable as the protein from raw eggs.A boiled egg can be distinguished from a raw egg without breaking the shell by spinning it. Ahard-boiled eggs contents are solid due to the denaturation of the protein, allowing it to spinfreely, while the inertia of the liquid contents of a raw egg causes it to stop spinning withinapproximately three rotations.B) Chicken and its Placement: -The company is producing about 0.6 million birds a year and 1.2 million chicks a year.Chickens generally live five to eleven years depending on the breed. Male chickens areknown as rooster‟s cocks, or cockerels. Castrated roosters are called capons. Female chickensare known as hens. Young females are known as pullets. Domestic chickens are typically fedcommercially prepared feed that includes a protein source as well as grains. Chickens oftenscratch at the soil to search for insects and seeds hick boxes into the house with theappropriate number of boxes placed near each hover, do not stack boxes over three high withR.V INSTITUTE OF MANAGEMENT 19
  • 20. An Organization Study atLife Line Feeds (India) Pvt. Ltdoutbeing sure to leave ample space for air movement between stacks. Before placing chicksunder the brooder, check to make sure the brooder is working and has the correcttemperature, that water founts are free of litter, and that feed is available in sufficientquantities.Unload the entire, place the chicks under the hovers. As the chicks are being removed fromthe boxes, place the empty chick boxes against one side of the house to facilitate easyremoving after all chicks have been placed under the hovers. After the chicks have beenplaced under hovers, go through the house to make sure that all chicks are local the water andheat source. Remove all chicks‟ boxes from the building for burning.IMPORTANT :- starting at time placement, records should be kept current on mortally,consumption, daily house temperature and vaccination dates as well as dates of reactions.Brooding:Brooding of Broilers:Reduced area for the first 10 to 21 days, this area may be a strip along the side of the houses,or a section across the house in the center or at one end. Usually from one-third to one-halfof the total area of the house is used for the brooding phase. Good ventilation for partialhouse brooding work successfully. Consultation of serviceman or engineer is required priorto going to partial brooding.C) FeedersFeeder lids (or filler flats) are used during the first 7-10 days. Begin placing regular feedersat 3-4 days, so that all regular feeders will be in place and in use by the 7th to 10th day. Themost widely used types of feeder are: had fill trough, had fill hanging tubes, mechanical chain(trough type) and center less auger with pans (tube type)R.V INSTITUTE OF MANAGEMENT 20
  • 21. An Organization Study atLife Line Feeds (India) Pvt. LtdFeeding Numerous types of broiler feeding programs are in use today throughout the poultry industry with the following two programs being the most widely used:1. The feeding of a starter and finisher ration.2. The feeding of a starter / grower and a finisher ration.The length of time the birds will be on one ration or form of ration is usually recommendedby the feed manufacturer (compounder). Generally company should follow his program forhe has worked hard to develop rations that perform specific functions during given times withthe most economical price-performance relationship in the area.Feed Formulation:It is difficult, if not impossible, for the company to recommend a formula that meets themany varied requirements of all poultry areas of the world. Therefore company has internalnutritional experts having wide knowledge and experience in the field.The Breeding FarmThe Breeding Farm house 50,000 breeder flocks with 40,000 birds in lay producing 7.5million hatching eggs a year, under good managerial practices. The farms are located placesto ensure that they cannot catch any infection. The birds are fed with nutrients based onconventional veterinary requirements at every stage of life.The breeder eggs are carefully collected and cleaned. and sent to the grading station, whenthey are sorted according to size and category to get good quality chicks or broilers. Further,these graded hatching eggs undergo a fumigation process. to clean up the surface bacteriabefore going into cold room, then to the Hatchery. Company Produces 1.2 million hatchingeggs a year, where breeders are kept on a highprofile management system of lighting, feedingand bio security regulations to produce quality fertile hatching eggs.R.V INSTITUTE OF MANAGEMENT 21
  • 22. An Organization Study atLife Line Feeds (India) Pvt. LtdThe HatcheryAt the Hatchery, every week, 1, 25,000 chicks are hatched in hygienic surroundings andgraded for the best survivability at the integration farms. The Hatchery has a capacity to hatch5 lakhs chicks per month.Before the eggs are placed in the incubator, they are rechecked for surfaced contaminationand cracks. For 21 days, the temperature and humidity is monitored every hour. So that theembryo hatches into a good quality chick.On the 12th day, the eggs are passed over a bright candling light, which makes the internalcontents of the egg visible, and can determine if the egg is fertile or infertile. Defective eggs,Leaking eggs and reject are removed by the Candler. The chicks are graded, vaccinatedagainst viral diseases and kept in trays, which are lined with paper cuttings for the comfort ofthe chicks before they are shifted to the broiler Farms in vehicles meant for chicktransportation. M/s LIFE LINE HATCHERIES produces 1.2 million chicks a year understringent disinfection and sanitation programmed to produce chicks of good quality.Special Feed Requirements:The season of the year also may have an effect on performance with better feed conversionusually being attained in the summer. Since birds must convert feed into body heat whentemperatures are low, extra feed is required to produce a broiler at a given weight. On theother hand, the overall gain in weight at any given age is frequently faster in the winter.R.V INSTITUTE OF MANAGEMENT 22
  • 23. An Organization Study atLife Line Feeds (India) Pvt. LtdThe Feed MillFor good broiler growth, quality feed intake is very important. This is visible in the birds thateat the most feed between 24 to 40 days, to attain the highest weight at 40 days.At its own Feed Mill, Life line produces age - defined and quality 50,000 tones of poultry andcattle feeds a year (4000 tons per month). Continuous research is done to gage the needs ofthe market and environment, and the nutrient requirements are changed in response to it.The sample of each ingredient is checked and analyzed, before it is used for feedmanufacturing, The ingredients are mixed in right proportions with amino acids, vitamins,minerals under the supervision of the nutritionist, to suit the needs of the broiler. Before thefinished feed is dispatched to the Broiler Farms, the Laboratory confirms that it meets thespecifications. M/s LIFE LINE FEEDS (INDIA) PVT LTD produces poultry and cattle feedsas per the standards specified procuring raw materials or manufacturing to get optimumreturns at the farm gate under various agro climatic conditions in South India.Shift processingunit at Chikmagalure. The experience of retailing in Chikmagalure prompted us to ventureinto retailing at Bangalore and has opened 19 retail outlets in Bangalore. The processing unitis currently slaughtering 360000 birds / month.The group enjoys the concept, knowledge from skilled man power, technical personnel,constant interaction with the University of Veterinary Sciences Faculty and a well dedicatedteam in all the segments of integration.R.V INSTITUTE OF MANAGEMENT 23
  • 24. An Organization Study atLife Line Feeds (India) Pvt. LtdInfrastructure Facilities1) Feed Mill Located in one acre area of Chikmagalure industrial estate which is away from 6 km from main city. This plant is equipped with basic infrastructure facilities.2) Hatchery unit This unit has occupied five acre of land which is 8 km away from the main city.3) Chicken slaughtering unit The Rs.6 crores Advanced processing plant, located on four and half acres in Amble village in Gowdanahalli,Chikmagalure.4) Retail Out let The building is located in the K.M. Road inside the city of Chikmagalure.5)Other infrastructure facilitiesa) Canteenb) Medical Roomc) Waste water recycled) Toilete) First aid boxes in all placesf) Ventilationg) Emergency exit2.6Competitor InformationVenkateshwara hatchery ltdVH was established in the year 1971 by padmashree Dr. B.V.Rao called father of “Indianpoultry industry”Popularly known as Venky‟s with a unique combination of expertise andexperience and supported by strategic collaboration, the VH group today plays a parent toR.V INSTITUTE OF MANAGEMENT 24
  • 25. An Organization Study atLife Line Feeds (India) Pvt. Ltdmany of the brands and products and successfully catering to the customers. Pioneeringefforts of the VH Group have been rewarded with several national and international awards.Suguna poultrySuguna is one of the market leaders in the poultry industry in India. Suguna is a classic caseof commodity branding. Suguna poultry started its operations in 1984. Headquarters is inCoimbatore in Tamil Nadu.Suguna has four egg brands and sells over one million eggs per month. Following are thebrands under suguna.Suguna pro.Suguna active.Suguna Shakti.Godrej agro vet ltdGodrej agro vet ltd(GAVL) is a huge agriculture based company. The company is fullydedicated to improving the overall situation of farmers and invovation in agriculture.Godrej Agro vet is positioned to significantly reduce India‟s crippling dependence onimported edible oil.Poultry business, business best known for the Real Good Chicken andyummiez brands, isnow a JV with Tyson foods and has 45% market share in processed poultry. Godrej AgroVet has 45 manufacturing facilities across India, a network of 10,000 ruraldistribution/dealers and over 1900 employees.2.7Policies and ObjectivesQuality Policy: Practice the logo Hatch to Health -- through our stringent quality processes that spell optimum health to the chicken, and thereby give significant health benefits to the consumer.R.V INSTITUTE OF MANAGEMENT 25
  • 26. An Organization Study atLife Line Feeds (India) Pvt. Ltd To make our brand Life Line‟s Tender Chicken the most recognized and preferred source of poultry for the retail as well as institutional trade. To foresee our customers‟ needs ten years ahead because it is the consumer‟s needs and tastes that dictate the production process and allow us to grow and be in the business.Quality Objectives To enhance customer satisfaction levels. To reduce customer complaints. To minimize delays in all activities. To increase the competencies of personnel. To maintain a safe, clean and healthy environment.They sell the feeds to Kerala and Tamilnadu. Processed chicken mainly goes to Bangaloreand local places on the basis of order received daily.They have started issuing franchiseeregarding poultry farm to farmers i.e. they will provide chicks, feeds and information relatedto how to maintain such chicks. After 41 days they will purchase back Chickens, and againprovide new chicks. This is undertaken in Chikmagalure, Hassan and Chitradurga districts.2.8ORGANISATION STRUCTUREOrganizational structure performs in the following major functions: Implement all the statutory requirements related to receipts storage and dispatch of product. Impart adequate training to all subordinates enabling them to perform their duties satisfactorily. Develop and maintain good relationship with all customers and other connected agency. It undertakes a wide variety of activities through devices such as departmentalization, specialization, division of labor of delegation of authority. In Life Line Feeds, eachR.V INSTITUTE OF MANAGEMENT 26
  • 27. An Organization Study atLife Line Feeds (India) Pvt. Ltddepartment is interlinked with other departments has to maintain a good control with otherdepartmentsSTRATERGYIt refers to the set of decisions and actions at gaining a sustainable competitive advantage.OBLIGATIONS:Towards customers and suppliers:To provide prompt, courteous and efficient service and also quality products at a fair andreasonable prices.Towards suppliers:To ensure prompt dealings with integrity, impartiality and courtesy and promote ancillaryindustries.Towards employees:Develop their capability and advancement through appropriate training and career planning.Towards community: To develop techno-economically viable and environment-friendly products for the benefit of the people. Encourage progressive indigenous manufacture of products and materials so as to substitute imports. To ensure safety in operations and highest standards of environment protection in its manufacturing plants and townships by taking suitable and effective measures.Financial objectives: To ensure maximum economy in expenditure.R.V INSTITUTE OF MANAGEMENT 27
  • 28. An Organization Study atLife Line Feeds (India) Pvt. Ltd To manage and operate the facilities in an efficient manner so as to generate adequate internal resources to meet revenue cost and requirements for project investment, without budgetary support. To develop long-term corporate plans to provide for adequate growth of the activities of the corporation. To endeavor to reduce the cost of production of sponge iron by means of systematic cost control measures.SYSTEMSystem refers to all the rules, regulation and formal procedure and informal that complementorganizational structure. It includes buying and selling, planning and control system, capitalbudgeting system, recruitment, training and development schemes.In RAYEN there is a separate department to plan and control the buying activities in thisdepartment the organization has to account for how much raw materials the trucks have tobring. The buying is planned according to demand of the sponge iron in themarket.Recruitment is the process of searching prospective employee and the recruitment ofemployees are carried out at the head office, Bellary in the human resources department. Incase of vacancies or in case of appointing from outside, the RAYEN recruit people throughconsultancies, employment exchange and sometimes it will be published in news papers.They conduct interview. The qualified suitable candidates selected to the right job and theywill provide training and development programs and opportunities and The minimum periodof training varies from a week to a month.System flow process1. Prepare internal work order2. Planning team-indent after checking with stores.3. Purchase team – purchase order on raw material supplies.4. Goods receipt note at stores.5. Incoming material inspection – ok, re-work, rejectR.V INSTITUTE OF MANAGEMENT 28
  • 29. An Organization Study atLife Line Feeds (India) Pvt. Ltd6. Reject – send back to supplies for replacement7. In-process inspection.8. Assembly9. Final testing / test certificate.10. Packing / dispatch11. Local transport from factory to there outlets.Organization structure of Life Line Feeds MD DGM GM AGM Manager Manager Manager Manager Manager Clerk/ Clerk/ Clerk/ Clerk/ Clerk/ accounta accounta accounta accounta accounta nt nt nt nt nt Supervisor Supervisor Supervisor Supervisor Supervisor Labor Labor Labor Labor Labor Feed Marketing Boiler farm Processing Breeding factory and hatcheryR.V INSTITUTE OF MANAGEMENT 29
  • 30. An Organization Study atLife Line Feeds (India) Pvt. LtdLlFE LINE FEEDS (INDIA) PVT LTD., FUNCTIONAL CHART Breeding: produced hatching egg Hatchery: produces commercial chicks Feed Mill: produces feed Boiler farm: produces commercial boiler Processing: produces processed chilled chicken Retail shops: delivery system to customers CustomersR.V INSTITUTE OF MANAGEMENT 30
  • 31. An Organization Study atLife Line Feeds (India) Pvt. Ltd2.9Management Team Mr. KISHORE KUMAR HEGDE- MD, FOUNDER Dr.PATTABHIRAMA.S.S-GM (QC) Mr.MURARI-DGM(FINANCE) Dr.BHARATH.P-AGM(QC) Dr.RAMESH.K-AGM (BREEDERS) Dr.DURGESH MANJESHWAR-DGM (MARKETING) Dr.GOPAL REDDY.G-GM(MARKETING & SALES) Mr.ASHOK HEGDE.M.K-AGM(MARKETING, LIVE BIRDS)2.10CertificatesThe slaughtering facility is a HACCP certified.The HACCP is an international set of standards that define requirements that outline effectivefood safety measures. HACCP compliance helps organizations identify and avoid hazardsthat may affect food safety and hygiene settings up different check points throughout theproduction process. The life line feeds slaughtering facility has also got the certification ofhalal, which identifies products as being permissible to consume according to Islamic laws.An ISO certified companyLife line feeds is an ISO 9001:2008 certified company.ISO is a network of national standards institutes of 162 countries with a central secretariat atGeneva, Switzerland, those co-ordinates the system. ISO 9001:2008 is internally recognizedstandard for quality management system. It is a set of standards and guide lines for quality inR.V INSTITUTE OF MANAGEMENT 31
  • 32. An Organization Study atLife Line Feeds (India) Pvt. Ltdthe manufacturing and services. It is used to establish quality management system (QMS) inorganization.2.11Future plans of the companyThe company plans to have its own breeding farm, as the availability of hatching eggs from agood source is questionable, secondly due the present scenario, the consistent availability ofhatching eggs / chicks will not be possible from the market at a reasonable price throughoutthe year. Hence the company plans to have breeder to a tune of 120000 broiler parents.Future all the activity will be operated under M/s Life Line Feeds (India ) Pvt Ltd., and M/sLife Line Hatchery.R.V INSTITUTE OF MANAGEMENT 32
  • 33. An Organization Study atLife Line Feeds (India) Pvt. Ltd3.1HUMAN RESOURCES DEPARTMENTHuman Resource Department Hierarchy Head HRD Officer AssociatesThe Human Resource Department will be taking care of the following list of activities for thesustainable development. Hence forth the following functions need to be assigned to HRDepartment.1. Human Resources Development2. Training & Development3. Personnel & Administration4. Industrial Relations5. Statutory Compliances1. Human Resources Development Manpower Planning implemented in slaughtering unit Recruitment as per the requisition by the GM. Induction & Orientation Program induction manual orientation for employees given Employee Antecedent Verification for futureR.V INSTITUTE OF MANAGEMENT 33
  • 34. An Organization Study atLife Line Feeds (India) Pvt. Ltd Employee Transfer / increments / promotions Ready for discussion with the Management. Attendance system standard database is already been introduced Daily report on absenteeism for future Monthly attendance statement in action GatePass and Permission separate forms will be given Late coming and early going implementing permission slip/letter Leave Administration w.e.f. April 09 Incentive / tour / leave action plans in future Job Analysis/Job Description / Job specification/Job evaluation Job description is available. it will be strengthened further Employee Records available Action plans through maintaining separate employee file. Employee Hand Book in process Performance Appraisal Coordinating with unit heads for planned goals and objectives. Career Planning / Succession Planning for future. Retention Plan planned compensation policy, mentoring program, etcR.V INSTITUTE OF MANAGEMENT 34
  • 35. An Organization Study atLife Line Feeds (India) Pvt. Ltd2.Training & Development Identifying skill gap, competency level Coordinating with unit heads. Identifying Annual Training Needs in process Organizing external training discussion with Management Conducting Internal Training shall be implemented in new premises Training Calendar future course of action Scheduling & imparting training program future course of action Training Feedback from the participants future course of action Training Program Analysis future course of action3. Personnel & Administration Salary & Wages Administration monitoring Time office administration in progress Safety educating employees periodically Issue of Uniforms/Shoes to workmen not assigned by the management HousekeepingR.V INSTITUTE OF MANAGEMENT 35
  • 36. An Organization Study atLife Line Feeds (India) Pvt. Ltd in process Suggestion Scheme planning to introduce suggestion policy Bonus Policy planned for future Gratuity Policy planned for future Employee gatherings, get-togethers, Conference, Event management planned for future Group Health Insurance planned for future Formulation & monitoring the activities of various committees frame work of works committee and MCM4. Industrial Relations Ensuring Compliance to Certified Standing Orders Coordinating with Mr. Kushalappa Employee discipline Continuous HR unit visit Counseling employees Need based counseling session (Eg, Absenteeism, Misconduct, etc) Grievance handling Mentoring session Disciplinary Action The process is in progress Assisting Management in respect with Labor laws.5. Statutory Compliance Submission of statutory returns MonitoringR.V INSTITUTE OF MANAGEMENT 36
  • 37. An Organization Study atLife Line Feeds (India) Pvt. LtdHUMAN RESOURCE MANAGEMENT – FUNCTIONS1. Pre-Recruitment Process:a. Receipt of requirement of manpower from various department heads.b. Scrutinize them and take approval from concerned authorities if the post is new.c. Prepare a recruitment budget and CTC for the employee and take approval.d. Select the appropriate Recruitment process.2. Recruitment Process:a. Prepare Advertisements etc for the recruitment.b. Scrutinize and shortlist the applications received.c. Send interview call letters/mails as required.d. Conduct Interviews through panels.e. Preparation of offer letters as required.2.Joining Process:a. Administrating Joining formalities.b. Pre Employment Reference checks.c. Preparation of Appointment Advice and intimating the same to other departments.d. Preparing and entering new hire paperwork.e. Coordinating to get Employee ID Cards.f. Handing over the New hire to the concerned HOD/Manager.g. Preparation of Job Profiles co ordination with HOD/Managers for new posts.4. Employee Data Base:a. Keeping Track of Knowledge Management Software.b. Maintenance of HRIS.5. Employee Personal File Maintenance:a. Opening new file and Closing the Resigned employee‟s File.b. Make sure all Employee files are maintained safely with care.R.V INSTITUTE OF MANAGEMENT 37
  • 38. An Organization Study atLife Line Feeds (India) Pvt. Ltdc. Make sure all personal records are available in the files.d. Periodic Personal File Auditing.6. Confirmation Formalities:a. intimating the concerned HOD/Manager about the due dates for confirmation.b. Conducting Confirmation Appraisals.c. Coordinating for Skill Gap Analysis.d. Coordinating to set Quality Objectives for each job profile.e. Ensuring updating of the existing Job Profiles.f. Processing the Confirmation.7. Compliance:a. ensuring all the updating of the HR documentation and HR Formats.b. Learning and enforcing Standard Operating Procedures (SOP).c. Facing the Internal and External Audits, accountable to enforce the correctional actions.8. Statutory Compliance:a. Handling PF and ESI formalities and coordinating with other departments.b. Handling Apprentice Training, Submitting Periodic Returns to Board.c. Handling with Labor Enactments.d. Submitting other returns to the labor Department as per Factories Act, Shops andestablishment Act.9. Training and Development:a. Conducting Induction Training for new hires.b. Training Need Analysis based on Skill Gap Analysis, Appraisal Feedback and suggestions.c. Coordinating External and Internal Training Programs.d. Maintaining Training Records.e. Analysis of Training Feedback.R.V INSTITUTE OF MANAGEMENT 38
  • 39. An Organization Study atLife Line Feeds (India) Pvt. Ltd10. Performance Appraisal:a. prepared the new Appraisal Form.b. Educated employees about self-appraisal.c. Provided inputs to HOD‟s for Appraisals.d. Prepared Appraisal Letters.11. Employee Relation:a. having formal and Informal counseling with employees.b. Prepared Event Calendar of monthly recreation to motivate employees.c. Handling Corporate Medical Insurance.d. Processing required letters on employee‟s request.12. Reports on the recruitment:a. Generating and analyzing Employee Attrition Reports, Training Evaluation, andManpower status.b. Weekly and monthly recruitment reportsc. Report generation of Pre appraisal, Appraisal and Post Appraisals.d. Salary Details Reports to Accounts Department.e. Reports as per the HOD‟s request.13. Leaving Formalities:a. Administering Exit paper work including all Statutory requirements.b. Conducting Exit Interviews.c. Preparing Exit Interview Summary.d. Giving post employment reference for relieved employees.e. Processing File to Accounts Department for final settlement.The Qualifications possessed1) Unit manager possess post graduation and have minimum five years of experience in administration.R.V INSTITUTE OF MANAGEMENT 39
  • 40. An Organization Study atLife Line Feeds (India) Pvt. Ltd2) Supervisors were graduates and have three to five years of experience.3) Skilled, semi-skilled employees and contract employees have knowledge and experience in their respective fields.4) Back office employees have done P.U.C and graduation. In addition to that they have proficiency in computer knowledge.The Companies shared valuesShared values include the core values, which are essential guiding principles. Whichencompass the company‟s business goals, how it strives to achieve and the value it willuphold in determining corporate destiny. Commitment and the Responsibilities held Life line has taken continual prevention of pollution, reduction of waste and consumption of resources in all its operations. Excellence Culture The company committed with socially responsible employees is putting all its effort to make its employees skilled enough to handle any complex job. To make the employees skillful the company is organizing training programs regularly. The company is taking measures to create social awareness among its employees. Dignity and Respect Each individual is the integral part of the institution and due diligence is core to both. The human dignity and worth of the individual is acknowledged and maintained at all times. Nothing shall impose upon his dignity and status of the institution which has its roots in these articulated core values. Integrity AND Dependency of the company This is cherished above all and whatever it says, does and the way it does it will emphasis its integrity and dependability. Its employees, products and services willR.V INSTITUTE OF MANAGEMENT 40
  • 41. An Organization Study atLife Line Feeds (India) Pvt. Ltd clearly communicate the strength to its suppliers and customers. It will practice integrity in its real sense in all our personal and business action. Trusteeship A strong sense of ownership and commitment towards the organization and the business as a whole is the basic premise of all actions. It will manage its institution as a trust, as empowered leaders and do all that needs to be done ethically for the purpose of this institution for today.R.V INSTITUTE OF MANAGEMENT 41
  • 42. An Organization Study atLife Line Feeds (India) Pvt. Ltd3.2 MARKETING DEPARTMENTMarketing is a process by which goods and services are delivered to the customers. The wordsynonymously used with marketing is selling the product and services to the customers.Marketing is one of the activities for maximization of profits and wealth. So marketing is anactivity which plays an important role in the organization to achieve its objectives.The marketing department performs marketing activity by supplying the product to thecustomers within the mentioned time and product is transferred to the customers by means ofRoad transportation. According to the market value cost involved in raw-materialsmanufacturing process, based on this cost will be finalized by this department.Functions of marketing department Receiving purchasing order. Control of all the information. Preparing a stock report every month. Keeping the record of all the stocks and samples. Physical stock checking. Dead investment to be reduced. Sales forecasting. Also does the sales department job.BIRDS VIEW ON THE LIFE LINE FEEDS (INDIA) PVT LTD., RETAILMARKETING OF PROCESSED CHICKENWith integration of broiler rearing increasing in the poultry industry as efficiency and volumeplays a major factor in the coming days for the better viability of the system. M/s Life LineFeeds (India) Pvt Ltd., with experience and efficiency in broiler rearing has at present 1.75R.V INSTITUTE OF MANAGEMENT 42
  • 43. An Organization Study atLife Line Feeds (India) Pvt. Ltdlakhs birds / month in integration and has planned to increase steadily to reach 3.00 lakh birdsmonth at the end of the present financial year (March 2010) averaging to 2.25 lakh birdsmonth for the year 2010 – 2011 and four lakh birds / month at the end of next financial year (March 2012 ) averaging to three lakh birds / month for the year 2010 – 2011.Today the birds of integration is being sold in the wet market to a tune of 90 % and rest inthe company’s retail outlet as branded chicken in the name of Life Line’s Tender chickenMarketing Department Hierarchy Marketing manager Sales Office co-ordinater Distribution clerk manager Supervisor Semi skilled workersCOMPANY’S INITIATION FOR RETAILINGThe poultry industry has seen the hindrance in the retailing from the middlemen and thetraders in the live bird selling concept due to this their has been a loss to both the growers andalso the consumers because the consumers fail to enjoy the price benefits given by thegrowers to them. Today the live bird traders‟ role in promoting chicken, selling the conceptof hygiene chicken is not seen due to the non professionalism by the traders with respect tothe business. This led to the concept of retailing directly under the name and the brand of theLife Line feeds.R.V INSTITUTE OF MANAGEMENT 43
  • 44. An Organization Study atLife Line Feeds (India) Pvt. LtdThe experience of retailing of processed chicken and consumer education in Chikmagalurehas helped the company‟s confidence in expanding out of Chikmagalure for more marketssuch as cities likeBangalore, kodagu and Mangalore which had very high potential forgrowth.In future chicken meat is going to be the best alternative to the meat eating community as theavailability of mutton and pork is reducing year by year due to lack of promotional activityeither by Government Agencies or by private entrepreneurs, Hence the cost of mutton or porkhas steadily increased to Rs 180 / kg and Rs 100 / kg respectively. The chicken meat beingreadily available in all markets and at affordable price the chicken meat will better place inthe meat market. Foreseeing this, the present concept of processed chicken retailing has beenundertaken.PROCESSED CHICKEN SELLERS IN KARNATAKAToday in Karnataka, Processed chicken seller are M/s Godrej Agrovet‟s Real Good Chicken,M/s Venkateshwara Hatcheries Ltd‟s, Venky‟s Chicken and M/s Sugana Farms Ltd SuggiesChicken., selling approximately 15000, 5000 , and 3000 birds respectively through foodchains and home deliveries per day. However the share of processed chicken marketing tolive bird marketing is not exceeding 10 % of their broiler production except in the case ofM/s Godrej Agrovet (80 %).TRADERS BUSINESSThe companies are still struggling to take rapid development in the sales and marketing ofthe processed chicken. Recently the cost of chicken rose by 27.5 % to meet the trader‟scommission and laying of VAT on the processed and packaged chicken is 12.5%. This hasmade the price of processing unaffordable to 80 % of society (middle class, upper and lowermiddle class persons).The other reason is that the traders concentrate more on their ownprofits and concentrate less on educating the consumers about the hygiene and the concept ofmeat handling is not effectively passed on to the consumers.The above failures and success ofour retail outletR.V INSTITUTE OF MANAGEMENT 44
  • 45. An Organization Study atLife Line Feeds (India) Pvt. Ltdhas made us to think about direct retailing to the consumer to have a firsthand access with theconsumer on day to day basis and change accordingly Still the company is better placed inthe minds of the consumers because the company believes in reaching customers with qualitywithout the help of the traders (as 15% ofthe companies sellsaredirectly done without tradersin between grower and the consumers).HEALTH & HYGIENE CONCEPT PROMOTIONThe processed chicken seller‟s are not able to educate the food chains regarding the meathandling concepts , hence the chicken sales from the food chains has not been encouragingfor the existing chicken meat processors which is well reflected by their processed chickensales.In this context the company finds comfortable with experience of educating the consumerswith concept of health and hygiene in selling the processed chicken meat.In both the aboveconcepts we have been able to compete with the existing chicken processor which is clearlyreflected by the sales taken over by us from the competitors hands in several Institutions. OurChicken processing and marketing is being under the constant technical consultancy by MeatScience Professional from the VeterinaryUniversity, Bangalore.Functioning of M/s Life Line Feeds (India) Pvt Ltd.The Functions of various units of the company is as shown in fig-1 and organizationalstructure as in fig-2. The office functioning starts with the1. Planning2. Execution3. Monitoring4. Follow upThe planning is done by the Core Group involving Managing Director, General Manager,respective Division head, DGM - Finance and is approved by Charted Accountant. TheR.V INSTITUTE OF MANAGEMENT 45
  • 46. An Organization Study atLife Line Feeds (India) Pvt. Ltdexecution is done by the Managers under the supervision of the Core Group and is monitoredby the supervisor of the division.The Monitoring of the execution is done by the accounts department and verified by theCharted Accountant. The Follow up is again done by the Core Group with inputs from thefinance department and concerned department Managers,The Governing bodies over the business1. Income tax2. Service tax3. Municipal Corporation4. Inspector of boiler & Factory5. Labor6. Provident Fund7. Health8. Agriculture Produce & Marketing9. Pollution control10. KEB11. Ministry of Food Processing.12. ESILAY OUT OF FEED PLANT:The machinery is for production of animal and poultry feed. The plant produces1. Cattle feed : High yielding Feed : Medium yielding Feed : Low yielding Feed2. Poultry Feed : Breeder Feed : Layer Feed : Broiler FeedR.V INSTITUTE OF MANAGEMENT 46
  • 47. An Organization Study atLife Line Feeds (India) Pvt. LtdThe main ingredient used for manufacture of feed is grains, oil extractions, agricultural byproducts, vitamins, minerals and other feed additivesEnergy Source : Maize, Jawar, Broken rice, RagiProtein Source : Soya extraction, Ground nut extraction, Sunflower Extraction deoiled rice bran.Animal protein source : Fish meal, whole fish, fish processing industries waste, etc.,Mineral source ; Di calcium phosphate, Shell grit, Calcite powder, saltVitamin source : Vitamin A, D, E, K & all B complex vitamins Including Vitamin HFeed additives : Amino acids like Methionine, Lysine,The ingredients are ground to required sizes from 3 mm to 10 mm to suit the need of theanimal or the bird and mixed in the right proportion to meet the nutritional standards set.R.V INSTITUTE OF MANAGEMENT 47
  • 48. An Organization Study atLife Line Feeds (India) Pvt. Ltd3.3 Production departmentA) Production of eggThe company is selling 26.4 million eggs a year. Bird eggs are a common food source. Mostcommercially produced chicken eggs intended for human consumption are unfertilized, sincethe laying hens are kept without any roosters. Fertile eggs can be purchased and eaten as well,with little nutritional difference. Fertile eggs will not contain a developed embryo, asrefrigeration prohibits cellular growth.Chicken eggs are widely used in many types of cooking. Dishes that use eggs range fromboth sweet to savory dishes. Eggs may be pickled; hard-boiled and refrigerated; or eaten raw,though the latter is not recommended for people who may be susceptible to salmonella, suchas the elderly, the infirm or pregnant women. In addition, the protein in raw eggs are only51% bio-available, whereas a cooked egg is nearer 91% bio-available, meaning the protein ofcooked eggs is nearly twice as absorbable as the protein from raw eggs. A boiled egg can bedistinguished from a raw egg without breaking the shell by spinning it. A hard-boiled eggscontents are solid due to the denaturation of the protein, allowing it to spin freely, while theinertia of the liquid contents of a raw egg causes it to stop spinning within approximatelythree rotations.B) Chicken and its Placement: -The company is producing about 0.6 million birds a year and 1.2 million chicks a year.Chickens generally live five to eleven years depending on the breed. Male chickens areknown as roosters cocks, or cockerels. Castrated roosters are called capons. Female chickensare known as hens. Young females are known as pullets.Domestic chickens are typically fed commercially prepared feed that includes a proteinsource as well as grains. Chickens often scratch at the soil to search for insects and seeds hickboxes into the house with the appropriate number of boxes placed near each hover, do notstack boxes over three high-being sure to leave ample space for air movement betweenstacks.R.V INSTITUTE OF MANAGEMENT 48
  • 49. An Organization Study atLife Line Feeds (India) Pvt. LtdBefore placing chicks under the brooder, check to make sure the brooder is working and hasthe correct temperature, that water founts are free of litter, and that feed is available insufficient quantities.Unload the entire Place the chicks under the hovers. As the chicks are being removed fromthe boxes, place the empty chick boxes against one side of the house to facilitate easyremoving after all chicks have been placed under the hovers.IMPORTANT :- starting at time placement, records should be kept current on mortally,consumption, daily house temperature and vaccination dates as well as dates of reactions.Brooding:Brooding of Broilers:Reduced area for the first 10 to 21 days, this area may be a strip along the side of the houses,or a section across the house in the center or at one end. Usually from one-third to one-halfof the total area of the house is used for the brooding phase. Good ventilation for partialhouse brooding work successfully. Consultation of serviceman or engineer is required priorto going to partial brooding.C) FeedersFeeder lids (or filler flats) are used during the first 7-10 days. Begin placing regular feedersat 3-4 days, so that all regular feeders will be in place and in use by the 7th to 10th day. Themost widely used types of feeder are: had fill trough, had fill hanging tubes, mechanical chain(trough type) and center less auger with pans (tube type)FeedingNumerous types of broiler feeding programs are in use today throughout the poultry industrywith the following two programs being the most widely used:R.V INSTITUTE OF MANAGEMENT 49
  • 50. An Organization Study atLife Line Feeds (India) Pvt. Ltd1. The feeding of a starter and finisher ration.2. The feeding of a starter / grower and a finisher ration.The length of time the birds will be on one ration or form of ration is usually recommendedby the feed manufacturer (compounder). Generally company should follow his program forhe has worked hard to develop rations that perform specific functions during given times withthe most economical price – performance relationship in the area.Feed Formulation:It is difficult, if not impossible, for the company to recommend a formula that meets themany varied requirements of all poultry areas of the world. Therefore company has internalnutritional experts having wide knowledge and experience in the field.The Breeding FarmThe Breeding Farm house 50,000 breeder flocks with 40,000 birds in lay producing 7.5million hatching eggs a year, under good managerial practices. The farms are located placesto ensure that they cannot catch any infection. The birds are fed with nutrients based onconventional veterinary requirements at every stage of life.Further, these graded hatching eggs undergo a fumigation process. to clean up the surfacebacteria before going into cold room, then to the Hatchery. Company Produces 1.2 millionhatching eggs a year, where breeders are kept on a high profile management system oflighting, feeding and bio security regulations to produce quality fertile hatching eggs.The HatcheryAt the Hatchery, every week, 1, 25,000 chicks are hatched in hygienic surroundings andgraded for the best survivability at the integration farms. The Hatchery has a capacity to hatch5 lakh chicks per month. Before the eggs are placed in the incubator, they are rechecked forR.V INSTITUTE OF MANAGEMENT 50
  • 51. An Organization Study atLife Line Feeds (India) Pvt. Ltdsurfaced contamination and cracks. For 21 days, the temperature and humidity is monitoredevery hour. So that the embryo hatches into a good quality chick.On the 12th day, the eggsare passed over a bright candling light, which makes the internal contents of the egg visible,and can determine if the egg is fertile or infertile.Defective eggs, Leaking eggs and reject areremoved by the Candler.The chicks are graded, vaccinated against viral diseases and kept in trays, which are linedwith paper cuttings for the comfort of the chicks before they are shifted to the broiler Farmsin vehicles meant for chick transportation. M/s LIFE LINE HATCHERIES produces 1.2million chicks a year under stringent disinfection and sanitation programmes to producechicks of good quality.Special Feed Requirements:The season of the year also may have an effect on performance with better feed conversionusually being attained in the summer. Since birds must convert feed into body heat whentemperatures are low, extra feed is required to produce a broiler at a given weight. On theother hand, the overall gain in weight at any given age is frequently faster in the winter.The Feed MillFor good broiler growth, quality feed intake is very important. This is visible in the birds thateat the most feed between 24 to 40 days, to attain the highest weight at 40 days. At itsR.V INSTITUTE OF MANAGEMENT 51
  • 52. An Organization Study atLife Line Feeds (India) Pvt. Ltdown Feed Mill, Life line produces age - defined and quality 50,000 tones of poultry and cattlefeeds a year (4000 tones per month). Continuous research is done to gage the needs of themarket and environment, and the nutrient requirements are changed in response to it.Thesample of each ingredient is checked and analyzed, before it is used for feed manufacturing.The ingredients are mixed in right proportions with amino acids, vitamins, minerals under thesupervision of the nutritionist, to suit the needs of the broiler. Before the finished feed isdispatched to the Broiler Farms, the Laboratory confirms that it meets the specifications.Shiftprocessing unit at Chikmagalure. The experience of retailing in Chikmagalure prompted usto venture into retailing at Bangalore and has opened 19 retail outlets in Bangalore. Theprocessing unit is currently slaughtering 360000 birds / month.M/s LIFE LINE FEEDS (INDIA) PVT LTD. produces poultry and cattle feeds as per thestandards specified procuring raw materials or manufacturing to get optimum returns at thefarm gate under various agro climatic conditions in South India.The group enjoys the concept, knowledge from skilled man power, technical personnel,constant interaction with the University of Veterinary Sciences Faculty and a well dedicatedteam in all the segments of integration. The Company foresees the branding of chicken andselling of chilled frozen chicken with brands will be the call of the day, as the slaughtering ofthe chicken in the city limits is going to be banned in the coming days due to variousR.V INSTITUTE OF MANAGEMENT 52
  • 53. An Organization Study atLife Line Feeds (India) Pvt. Ltdpollution problems, public health issues etc., The retailing of the product not only helps incompletion of the integration process but also gains the margin which has been engulfed bythe middleman in the commodity market.R.V INSTITUTE OF MANAGEMENT 53
  • 54. An Organization Study atLife Line Feeds (India) Pvt. Ltd3.4 FINANCE DEPARTMENTFinance Department:Finance function in Life Line Feeds (India) Pvt. Ltd is committed to create an infrastructurethat is aligned to customers‟ expectations. Finance basically comprises of four functions.Corporate Planning and provide feedback on business strategies. This includes driving thebudgeting process, providing strategic inputs for decision-making and management reportingand analysis. The account function includes preparation and maintenance of financial records,funds management, and expense processing and treasury operations. Compliance ensures thatevery action is within the regulatory framework. This includes reviewing compliancerequirements and supporting the ethical framework of Life Line Feeds (India) Pvt. Ltd.Internal includes risk management and Business continuity plans for the enterprise. In thefinance department, the finance manager is Mr.Vidyadhara Rao.Functions of Finance Department Preparation of financial planning Preparation of budgets. Bills passing for the suppliers. Cash as well as bank transactions. MIS related activities such as generation of MIS and review for corrective actions. Supporter of other departments. Preparation of profit and loss account Preparation of balance sheetsAs these activities plays important part in the function with the organization. Planning andbudgeting activities are done once a year and budgets so formed are reviewed quarterly.Quarterly revisions or estimates are essential to transform the yearly date contained in thebudget to operational data pertaining to the immediate quarter incorporating any factors thatR.V INSTITUTE OF MANAGEMENT 54
  • 55. An Organization Study atLife Line Feeds (India) Pvt. Ltdmight have escaped during the budget preparation due to over right or due to any otherreason.Finance Department Hierarchy Administrative manager Supervisor Clerk accountant First division clerk Second division clerkR.V INSTITUTE OF MANAGEMENT 55
  • 56. An Organization Study atLife Line Feeds (India) Pvt. Ltd3.5 Quality DepartmentManufacturers who regularly examine their company‟s mission tend to have a sense of whothey are and where they are going. How many feed manufacturers know and regularlyexamine the organization‟s mission? The immediate response of some manufacturers mightbe: “Our mission is to make a profit”. Although making a profit is certainly necessary forcompany survival, profit as a sole objective is short sighted.“To provide customers with efficiently manufactured feeds that are correctly delivered totheir facilities and consistently contain the available nutrients required by animals for bodymaintenance, growth or reproduction”. The following “tools” are necessary for feedmanufacturers to satisfy their mission:1. Materials (feed ingredients, fuels, power, etc.)2. Machinery (formulation equipment, feed delivery systems, feed storage equipment, feed milling equipment, etc.)3. People, and4. Procedures.Following are the steps through quality are achieved at Life Line Feeds: Ingredient quality Process control Finished feed quality, and Control of toxic substances, including pathogenic micro-organisms.Ingredient qualitySince many of the major feed ingredients are byproducts from other industries, feedmanufacturers often find themselves in an underdog sort of position in respect to ingredientsand ingredient quality.R.V INSTITUTE OF MANAGEMENT 56
  • 57. An Organization Study atLife Line Feeds (India) Pvt. LtdThe following steps outline one approach to communicating commitment to quality atlife line1. Commitment to quality begins with you.2. Decide what you want in ingredients and put it in writing.3. Examine all incoming ingredients thoroughly.4. Have ingredient samples analyzed by a qualified laboratory.5. Communicate often with your suppliers about quality.6. Adjust your formulas to reflect the assays you are receiving.7. File every deficiency claim possible.Process ControlThe process by which high-quality ingredients are made into high-quality feeds involvesthree components within the feed mill: personnel, machinery and procedures. If quality islacking in any of these three components, the consistent production of high-quality feeds isunlikely. However, it is equally important to ensure that personnel, machinery and proceduresare “blended” together toward the goal of efficient production of high-quality feeds. 1. Machinery2. ProcedureQuality and process controlOnce quality personnel, machines and procedures have been established, control can best bemaintained by applying effort at the “quality pressure points” in the mill. These “pressurepoints” are:1. Ingredient inventories2. Verification of equipment cleanliness and conditionR.V INSTITUTE OF MANAGEMENT 57
  • 58. An Organization Study atLife Line Feeds (India) Pvt. Ltd3. Batch system validation4. Mixing5. Pelleting and Pellet Cooling6. Meters and Scales7. Truck inspection and cleaningFinished Feed QualityIn many situations, feeds are used rapidly following manufacture and animals consume thefeeds before any assays can be performed. However, finished-feed assays are necessary andimportant because they provide the mill with a “final report card” on how well quality wascontrolled.3.52 Why Quality Control Necessary?The quality controlensures customer satisfaction. Conduct customer satisfaction surveys tounderstand the qualities of the product important to the customer. Also conduct surveys withthose who are not the companys customers. This will also provide insight into why thesebusinesses use the services of the competitor. Use customer surveys to target those features ofa product or service that need improvement. The quality management program provides amethodology to use to create the type of product the customer desire.And also answers following questions1. Is the assay correct? Ask the lab to recheck the assay and continue to examine the problem.2. How was the sample taken? Was the sample representative? You may want to resample it if the material is still available.3. Is only one nutrient level out of control or are several? This could be clue as to whether a certain ingredient was left out of the formula.4. Was the regular crew operating the mill when the feed was produced?5. Check inventory records for any discrepancies between the actual and predicted inventory records.R.V INSTITUTE OF MANAGEMENT 58
  • 59. An Organization Study atLife Line Feeds (India) Pvt. Ltd6. Check the scales and metering devices for correct adjustment.7. Check ingredient and finished-feed bins at the feed mill for hang-ups or bridging problems.8. Recheck the mixing time to be certain it is correct for the ration involved.9. Check the ingredient assay values to see if they indicate a deficient load was received. If a deficient load was received, contact you ingredient supplier immediately.R.V INSTITUTE OF MANAGEMENT 59
  • 60. An Organization Study atLife Line Feeds (India) Pvt. Ltd4.0 SWOT ANALYSIS4.1Strength and weakness4.11 Strength Technically good support staff and marketing network Modern and most advanced technology and method of production is adopted It adopts quality management system There are adequate internal control procedures commensurate with size of company and nature of its business Farm produces 4000 chicken per day Good and dedicated employees for growth of the company Innovative R&D Corporate culture Good infrastructural facilities Sophisticated information system There is a strong bond between different levels of management. The top level management takes the suggestions of lower level management while making crucial decisions Good support system of transportation and medical facilities are provided.4.12 Weakness When the monsoon is not favorable the profit margin comes down by itself Hence the price of Raw material comes up Margin of profit is very thin Cost cutting being difficult due to competition from local vendors Stress on the domestic marketR.V INSTITUTE OF MANAGEMENT 60
  • 61. An Organization Study atLife Line Feeds (India) Pvt. Ltd Difficulty in entering foreign markets due to high safety standards Complete computerization has not been possible Customers are driven by old practices Not using the latest equipment. The company finds difficult to export due to the various high standards set by different countries. Manpower handling is difficult as the labor turn over is high4.2Opportunity and threat4.21Opportunity Bright growth prospectus for processing industry all over India Growing number in non-vegetarianism. Increase in people awareness about hygienic and quality meat Successful building of customer base Upcoming retail outlets in Karnataka and other states Ample scope for exports development Development of brand is very much possible. There is strong brand loyalty among people who buy companies product.4.22 Threats There are equal number of vegetarians who are conservative and still opt for vegetarianism The possible threat to project is from disease bird‟s flu Growing competition(Suguna chicken, Godrej Agro Vet etc.) Local threat –Government and political interference in functionality of the business Volatile nature of businessR.V INSTITUTE OF MANAGEMENT 61
  • 62. An Organization Study atLife Line Feeds (India) Pvt. Ltd Low cost chicken in the market Managing proper infrastructure is difficult. Due to the government opening for FDI in retail market there is threat of foreign brands overtaking. The environmental control bodies keep changing the clauses this is a continuous threat to the poultry industry.R.V INSTITUTE OF MANAGEMENT 62
  • 63. An Organization Study atLife Line Feeds (India) Pvt. Ltd5.1 Findings The organization is functioning very systematic. Thorough inspection is done to ensure the quality of product. Inter and intra department communications are very effective the respondents said that margin is on the lower side. There is a strong culture of total quality is in the company. There is a very good scope for expansion.5.2 Suggestions The organization should invest more on advertisements and also they should concentrate more on giving offers and discounts to attract middle and lower level consumers. The company should have morerefrigerated trucks, which will transport the production to the institutions. The company should create its own brand image. It should develop better marketing infrastructure. The organization should concentrate more on integration. Computerization should be made for effective management The chicken processing and marketing is being under the constant technical consultancy by Meat Science Professional from the Veterinary University Bangalore The quality department is short of the modern equipment so the quality check takes more time.R.V INSTITUTE OF MANAGEMENT 63
  • 64. An Organization Study atLife Line Feeds (India) Pvt. Ltd The marketing strategy of developing their own brand is good and it should be given more publicity. The organization should have to conduct motivational and attractive benefits to the employees to stop the labor turnover.5.3 CONCLUSIONLIFE LINE FEEDS [INDIA] PVT. LTD., is the company which started small with animalfeed distribution in the mid 80‟s. Facing lot of crisis due to the fear psychosis among theconsumer due to bird flu news. Despite of problems the company is procuring profit. It can beviewed in Break-even analysis. It is also clear from the study that it is efficient to manage thecost of the company. Selling and Distribution expenses are also in the control of the company. In the year2009-10 and 2010-11, we can the fall in profit margin, when compared to previous years2008-09 and 2009-10 simultaneously. It is because the broiler rate in major consumingcenters like Kolkata, Delhi, Mumbai, and Chennai were hiked which indeed affected.LIFE LINE FEEDS [INDIA] PVT. LTD.The differentiating factors will be as follows:o Customized products offered to customers.o Quality of service and producto Scarcity of experts and trained pool of manpower should be a cause of concern.o The overall cost position of the company is found satisfactory.o The sales revenue position of the company is good.To conclude, as the company is an enterprise. It can motivate others by the profit marginwhich indeed is a tribute to our country. This company gives lot of importance to quality andencourages its allies to grow and imbibe quality in their business.R.V INSTITUTE OF MANAGEMENT 64
  • 65. An Organization Study atLife Line Feeds (India) Pvt. LtdANNEXTURELEARNING EXPERIENCEAfter going through this internship program lot of exposure to the over all workingenvironment of the organization and got to know about„MANMANAGEMENT SKILLS’,how to counter the problem, and how to deal with different cadre of people. Also got achance to meet lot of people whose ideas and knowledge motivated to carry on the program. Infactthemainobjectiveofthistrainingwastohelpintern (myself)toadaptto different workconditions, beflexibleandcreativewhile workingintheorganization. I havetriedto fulfill thesameinmy internship report. I amsure thiswillhelpmeinbecomingbetter managerfortomorrow. My external guide TEJAS (Human Resource dept),Life line feed(India) Pvt.Ltd.,under his guidance I got to know about the working culture of the company andworking environment of the top, middle, low level management and also about the qualitymaintenance and the information of chicken feeds.Even going through their hectic schedulethe project manager gave ample time to help me in knowing more about the organization.R.V INSTITUTE OF MANAGEMENT 65
  • 66. An Organization Study atLife Line Feeds (India) Pvt. Ltd Accounting statements of M/S LIFELINE FEEDS [INDIA] PRIVATE LIMITED M/S LIFELINE FEEDS [INDIA] PRIVATE LIMITED CHIKMAGALUR – 577101 PROFIT AND LOSS ACCOUNT FOR THE YEAR ENDED 31 ST MARCH 2010 PARTICULARS RS. CURRENT YEAR I] INCOME Rs. Sales of feeds 11,52,73,440.34 Other Income 2,57,996.87 TOTAL 11,55,31,437.21 II] EXPENDITURE Cost of Sales 9,85,17,483.30 Administrative Expenses 44,68,655.44 Selling & Distribution Expenses 46,91,922.80 Auditor Fees & Allowance 31,900.00 Interest & bank Charges 33,35,146.33 Depreciation Written Off 9,47,086.30 TOTAL 11,19,92,194.17 III] PROFIT FOR THE YEAR 35,39,243.04 Add : Balance Brought Forward 59,214.88 TOTAL 35,98,457.92 Less : Preliminary exp. Written off 27,720.00 Provision for income tax 10,00,000.00 Profit transferred to General Reserve 25,00,000.00 35,27,720.00 PROFIT CARRIED TO BALANCE SHEET 70,737.92R.V INSTITUTE OF MANAGEMENT 66
  • 67. An Organization Study atLife Line Feeds (India) Pvt. LtdPROFIT AND LOSS ACCOUNT FOR THE YEAR ENDED 31 ST MARCH 2011 PARTICULARS Rs. Rs. I] INCOME Sales of feeds 21,24,93,285.20 Other Income 35,680.00 TOTAL 21,25,28,965.20 II] EXPENDITURE Cost of Sales 18,21,42,601.46 Administrative Expenses 1,27,13,938.82 Selling & Distribution Expenses 75,58,129.90 Auditor Fees & Allowance 40,000.00 Interest & bank Charges 40,90,031.15 Depreciation Written Off 20,16,489.27 TOTAL 20,85,61,190.60 III] PROFIT FOR THE YEAR 39,67,774.60 Add : Balance Brought Forward 70,737.92 TOTAL 40,58,361.52 Less : Preliminary exp. Written off 27,720.00 Provision for income tax 6,50,000.00 Profit transferred to General Reserve 21,00,000.00 Provision for Deferred Tax 9,00,000.00 Provision For Fringe Benefit Tax 1,90,000.00 38,67,720.00 PROFIT CARRIED TO BALANCE SHEET 1,90,641.52R.V INSTITUTE OF MANAGEMENT 67