Coffee Day Global Limited was started in 1991 by VG Siddhartha as a coffee trading company. It has since grown to become India's largest coffee exporter and a leading player in the retail coffee business with over 1800 Café Coffee Day outlets across India. The company is fully integrated across the coffee value chain from plantation to retail. It has over 15,000 acres of coffee plantations and exports around 28,000 tons of coffee annually while also selling coffee products domestically. Under Mr. Siddhartha's vision, the company aims to further expand its domestic and international operations.

1. CHAPTER 3
COMPANY PROFILE AND PRODUCT PROFILE
COMPANY PROFILE
Coffee Day Global Limited is an entrepreneurial venture of its chairman Mr. V G Siddhartha.
His passion with the coffee coupled with the opportunity provided by the deregulation of the
coffee board in 1993 created the perfect timing for the launch of this company. The visionary
chairman Mr. Siddhartha could foresee the demand for the Indian coffee in abroad and ABC
Trading Company Ltd began exporting coffee across USA, Europe, and Japan. The ‘Coffee
Day’ as a brand was born in the year 1994. In the year 2000, coffee day exported more than
27,000 tons of coffee valued at US$60Mn and for second time, in a short span of 7 years,
retained its position as the largest coffee exporter of India. In the short journey of 16 years,
the company has grown into six divisions and has overtaken one milestone after another
without looking back. Mr. V G Siddhartha, the chairman has vision to further expand Coffee
Day Global Ltd Company in the domestic and overseas market.
3.1 BACKGROUND AND INCEPTION OF THE COMPANY
It is one of the biggest organizations in the coffee industry and getting world-class
recognition now days. Coffee Day Global Ltd was started in the year 1991 and owned by Mr.
V G Siddhartha. Registered office of the Coffee Day Global Ltd is in Chikmagalur and has its
own coffee growing estate. Coffee Day Global Ltd is perhaps one of the too fully integrated
coffee companies of Asia, involved in all sectors of coffee plantations to retailing to exports.
Coffee Day Global Limited is formerly known as “ABC”. Amalgamated Bean Coffee
Trading Company Ltd. today is the largest exporter of green coffee from India and perhaps
one of the two fully integrated coffees Companies of Asia, involved in all sectors of coffee
from plantations to retailing to exports. Coffee Day Group today is the only fully integrated
and the largest coffee conglomerate in India and is credited with creating the "Coffee
revolution" in India acknowledged by the Coffee Board of India Coffee Day Global Ltd.
From a handful of cafés in six cities in the first five years, Café Coffee Day has become

2. India's largest and premier retail chain of cafes with over 1,800 cafes in 209 cities/towns.
Almost 15 years later, Mr. V.G Siddhartha established a successful coffee business in
Karnataka. He grows coffee in Chikmagalur and exports about 28,000b tones of coffee
annually and sells another 2,000 tones locally for about Rs350 million each year. His coffee
growing and trading company, Coffee Day Global Ltd, has an annual turnover of Rs 25
billion. Mr. V G Siddhartha now has 200 exclusive retail outlets selling his brand of Coffee
Day powder all over South India. Coffee Day Global Ltd is India's largest exporter of green
coffee. He owns 15,000 acres of coffee plantations. He started his coffee trading company
ABC in 1993, with an Rs 60 million turnover. His company grew gradually. He bought an
ailing coffee curing unit in Hassan for Rs 40 million and turned it around. Now, his company
has a curing capacity of 76,000 tones, which is the largest in the country. He was the first
entrepreneur in Karnataka to set up a café in 1996 (Café Coffee Day, a chain of youth
hangout coffee parlors). Now, he has 1800 Coffee Day Cafes in India. Sir V.G Siddhartha
also hopes to win the contract to take his chain to all the airports of Karnataka and then to the
rest of the country. His cyber cafes attract at least 40,000 to 50,000 visitors a week.
Siddhartha was awarded the Entrepreneur of the year title in 2003 by The Economic Times
for "crafting a successful pan Indian brand for a commodity business and giving Indian
consumers a new lifestyle experience that is within reach of the common man".
3.2 NATURE OF THE BUSINESS CARRIED
 PLANTATION
 CAFÉ COFFEE DAY
 EXPORTS
 BEVERAGES
 FRESH & GROUND
 PACKAGING
 COFFEE DAY XPRESS
 COFFEE DAY TAKE AWAY

3. PLANTATION
The management of coffee plantation Coffee Day Global Ltd. Coffee Day Global Ltd has its
seeds sown in the heart of the coffee cradle of India, Chikmagalur. The plantation situated in
Chikmagalur and Mudigere region of the Western Ghats, are spread over 15000 acres of well
maintained estate up to 4500ft above the sea level. This makes the second largest plantation
company in India. These estates provide a natural habitat for several geneses of flora and
fauna.
These coffees are grown under the dark shadow of various forest tress like silver, oak, and
various others. Other than the above procurement and storage of coffee beans is done in
Hassan and Chikmagalur with huge procurement machine and large warehouses which can
store up to 70,000 tons of coffee.
CAFÉ COFFEE DAY
Source: https://www.thenewsminute.com/article/cafe-coffee-day-founder-seeks-valuation-rs-8000-
10000-crore-coca-cola-104461
Coffee Day is the name which we hear daily it is one of the greatest achievements of Coffee
Day Global Ltd. As known to everyone café coffee day is managed by Coffee Day Global
Ltd and present it is one of the biggest numbers in all India today. The brain behind the
accomplishment of the coffee day is Mr. Naresh Malhothra, the president of Café coffee day
division. we have 1800 coffee day outlets in India today.
They are also entering into the international market by establishing the café coffee day outlets
throughout the world to increase its brand image. As they have taken initial steps in recent
years by establishing the first café coffee day outlet in Vienna, Austria. The entire café coffee

4. day is managed by the corporate office of Coffee Day Global Ltd in Bangalore through a
wide network followed by
 State Managers
 General Manager
 City Manager
 Café Coffee Day outlet Manager
All these has end up being the most precious jewel of COFFEE DAY GLOBAL LIMITED.
EXPORTS
Since it is export oriented unit, it exports its coffee beans to many parts of the world.
COFFEE DAY GLOBAL LIMITED exports have been one of the largest coffee export
shipping close to half a million bags in volume.
The clients of COFFEE DAY GLOBAL LIMITED include world’s largest and most
discerning rosters MNCs, trading companies and retail chains. But the major market of
COFFEE DAY GLOBAL LIMITED is Europe. About 80% of the whole export of COFFEE
DAY GLOBAL LIMITED is to European countries and in these European countries some of
the biggest customers of COFFEE DAY GLOBAL LIMITED are situated. And rest of the
20% of the exports is carried with USA, Japan, and Middle East. This countries import coffee
beans from COFFEE DAY GLOBAL LIMITED and for their process this beans and process
this beans and produce many verities of coffee for their markets.
Even under domestic dealing some of the biggest MNCs like NESTLE are the customers of
COFFEE DAY GLOBAL LIMITED, who creates many coffee products and is present in
Indian market as well as Abroad.
Some of the customer to whom COFFEE DAY GLOBAL LIMITED exports its coffee is:
 SADNALJI TRADING COMPANY LIMITED - SPAIN
 LOUIS DREYFUS TRADING LIMITED – UK
 ALSROOR JABBER LIMITED – KUWAIT
 BERNHARAD ROTHFOS GMBH AND COMPANY – GERMANY
 OLAN INTERNATIONAL LIMITED – SINGAPORE
The above are some of the customers of COFFEE DAY GLOBAL LIMITED abroad and
have many other customers all over the world.

5. As far as imports are concerned, COFFEE DAY GLOBAL LIMITED imports special variety
of Arabica coffee beans are longer in appearances are very few and above mentioned type are
imported just to provide variety to customers in India.
BEVERAGES
Source: https://akshaya-enterprises-fmcg-goods-wholesaler.business.site/
Beverages in the general sense mean any hot refreshment drinks. So under beverages
department of Coffee Day Global Ltd, it deal with coffee machines which prepare these
beverages such as black coffee, regular filter coffee, instant coffee etc,. These machines are
automated and required some raw material to be fed in it before the preparation of coffee.
After that just by the press of the button people can get type of coffee ready to drink.
So this department is concerned with selling of such coffee machines which are used in most
of the office and other work places with ready hot coffee for people who work there, as and
when they required it.
These coffee machines create huge markets for Coffee Day Global Ltd which help in
spreading coffee products of Coffee Day Global Ltd all over India. So separate department
for selling and maintenance of these coffee machines is managed again with same chain of
president and manager who concentrate only on this division.
FRESH N GROUND
These are retail outlets of coffee day situated in major cities of India. These outlets provide
the wide variety of coffee beans and provide both instant coffee and filter coffee options to

6. the customers and they are given choice to select their favorite variety of coffee beans which
are later blended and coffee powder is provided to customer as per their required quality and
requirements.
Usually all the Fresh & grounds outlets are managed by the corporate office of Coffee Day
Global Ltd, Bangalore.
Source: https://www.justdial.com/Vijayawada/Coffee-Day-Fresh-N-Ground-Beside-Durga-Mahal-
Theater-Patamata/0866PX866-X866-110122194825-Q6Z7_BZDET/photos
PACKINGING
Source: https://www.etherdesign.in/Our%20Work/cafe-coffee-day-2/
Packing division or department is one of the part of the Coffee Day Global Ltd. The
packaging department includes the process of converting coffee beans into readily
consumable coffee products and then packing them in to attractive packages with different
quantities. This process of packaging takes place in the huge plant located in Hassan where
the Head office of Coffee Day Global Ltd is situated. These packed products of both instant
and filter coffee are then supplied to its retailer and its own Fresh & Ground retail outlets.
But the marketing of these packed products is done by marketing manager from corporate
office of Coffee Day Global Ltd, Bangalore office. However the packed products are only
used and marketed in domestic and exporting of these packed products does not take place.

7. XPRESS
Source: https://www.flickr.com/photos/shastrix/8345485234
Coffee day xpress is a unique concept and identical concept of convenient café; it is an idea
that feed a world that is continuous in transit. The coffee day xpress is a sanctuary where
people can pause for refreshment before getting on one with the life. Retail customers are
made for 21st century as it concerned properly and it can easily be convenient to have a coffee
at a time
Amalgamated Bean Coffee Trading Company Limited has its own identical for having such a
beautiful concept. Coffee Day Global Ltd has invested extensively in research and
development to ensure quality of coffee blends. The Coffee Day Global Ltd manages the
small coffee shops and café booths that we can see in public places like shopping malls bus
stations, colleges, and other places where the general public roam in large number. The major
advantage of these booths are where the people can hang out with the choice based coffee
like hot and cold in their free time apart from this beverages parts is also can get cookies and
cakes with a brand of café coffee day to have with along with the coffee as well.
Usually the food we see in the café coffee day outlets are been outsourced by other division
and it is easily can available at any circumstances and the other rest of the food products is
been prepared in its own café shops to experience the feeling of the customer in its own
branch of coffee day.

8. COFFEE DAY TAKE AWAY
Source: https://twitter.com/cafecoffeeday/status/800747043224330240
Being a part of beverages and Fresh n ground division, Coffee day take away is a brand that
has no substitute, renowned for its aroma and flavor, Coffee day has grown to be India’s
largest selling brand of fresh filter coffee powder. Coffee Day Global Ltd the name behind
the coffee day take away is one of the largest producer and exporter of the coffee in the
country. The coffee has been responsible for transforming coffee retailing with over 400
coffee days, fresh n ground, and outlet serves over 2lac customers every week. Taking the
filter coffee experience forward, expanding its beverages portfolio, the company has also
launched superior Assam teas under Tea Day brand.
Through its Coffee Day Takeaway vending machines initiative, the company will deliver
what the customer has been missing till now. Authentic filter coffee and fine tea made
available conveniently.
3.3 VISION, MISSION, QUALITY POLICY
Vision of the Coffee Day Global Ltd is to present in every space where coffee can be an
integral ingredient. We aim to be one of the top three players, worldwide in the coffee retail
segment. That’s a dream we live up to, and make real quickly.
Mission of the Coffee Day Global Ltd is to, find and extract the boundless potential in all that
we do--just as we have for every cup of coffee.

9. To achieve the vision they provide world-class coffee along with great service at an
affordable price to consumers. The aim of the company is to spread the culture of the coffee
throughout the country and Globe. The company has also vision to open Coffee point outlets
within reach, Chain of coffee points, to meet the customer needs, Quality products at
competitive price. It gives a complete coffee experience to customers.
 The company’s mission is to provide the best in class coffee with a affordable price
through quality of products and value added service.
 To provide superior than the compotators, what they have offering to the customers.
We are committed to quality and we shall strive continuously to provide products, which
consistently meet the needs of our customers and establish a value-added relationship,
ensuring total customer satisfaction.
QUALITY POLICY
“We at the Coffee Day Global Ltd engaged in producing white coffee beans. We strive to be
the forefront of Indian coffee industry by adopting latest technology, disciplined quality
management system and continually improving on product quality”.
 Backed by ISO 9002 certificate, and a heritage of over 140 years
 One of the top coffee exporters in India. –to United States, Japan and Europe.
 Asia’s largest integrated company with second largest network of the coffee estates
 First consolidated and pure coffee outlet to find its footprint across the globe
 First company in India to receive UTZ certification.
3.4 PRODUCTS/ SERVICE PROFILE
The product coffee is mainly divided in to2 types of coffee beans:
 ROBUSTA
 ARABICA
Arabica is named for Arabs, as mentioned above that was the seed bought by an Arabs from
Yemen for the first time to India. It is better and expensive coffee compared to other coffee in
India. The Arabica coffee tree cannot grow much taller compared Robusta and other coffee
plants.

10. The Arabica coffee should be taken much care compared to other coffee plants it is more
sensitive, so it should be taken much care throughout the year of plantation. Much of the
Arabica coffee is grown in the Eastern Ghats of Karnataka which can be seen in the place of
Chikmagalur where the coffee bean is unroasted bean and very much in taste it also have a
higher production cost.
Robusta coffee is grown in the eastern hemisphere also thrive in equatorial climates, but at
low altitudes. This coffee tree can have a less number of efforts to grow as compared to
Arabica coffee. Robusta beans have twice the caffeine of Arabica, but it has fewer flavors.
Robust Coffee tree can grow up to the height of 6 to 7 feet’s but which doesn’t take a time
and money for the growing purpose. Robusta can have a twice the quality of Arabica coffee
and it is not more price and taste like Arabica coffee.
The major two types of coffee is been differentiated as per its own unique identity which it
can found in the place and area and the coffee structure.
Only these 2 types of coffee is been found in India and also it can only can grow because of
the soil. The sub division of coffee is been is major can depended on its own size and color
and the taste of the coffee.
The 2 types of coffee Robusta and Arabica are brought in to Coffee Day Global Ltd in two
forms such as
 CHERRY
 PARCHMENT
CHERRY
Source:https://www.pinterest.jp/pin/388505905345855718/?amp_client_id=CLIENT_ID(_)&mweb_
unauth_id={{default.session}}&simplified=true

11. Cherry is the raw coffee which is directly picked from the coffee tree and then the process of
separating the seed and skin of the coffee is done by Coffee Day Global Ltd. Coffee Day
Global Ltd purchases the cherry coffee which dried coffee from the coffee planters, and the
coffee also comes from its own estates in large quantity, then they were brought to the head
office of the COFFEE DAY GLOBAL LIMITED in Chikmagalur and Hassan, where the
purchased coffee is cleaned and separated from its skin and based on the quality they will the
coffee to the other countries. The Coffee Day Global Ltd has a high standard check for the
quality of the coffee. Before purchasing the coffee they have various measures to check the
coffee quality based on the condition they will purchase.
The coffee is grown in between of December to march this season is best growing the coffee
much of the Arabica coffee is exported to USA. And Robusta is also grown at a same period
in India the Robusta coffee is exported to the U.K (London).
PARCHMENT
Parchment is a cleaned coffee bean, which is already separated by the coffee planters
(Farmers) through the help of the Pulper machines, which separates the bean from the cherry,
where the skin of the coffee ripen and the beans, are cleanly separated from cherry and all
remaining are eliminated as waste. Then the beans are dried and then transported to the
Coffee Day Global Ltd Chikmagalur and Hassan for the further process. The Coffee Day
Global Ltd will check the coffee beans for the quality before purchasing and the they dry the
beans and roasting is done with a appropriate heat. And they packed base on the requirement
they were shipped domestically and to International market, these are also given for the
coffee days and other sub divisions for the coffee business.

12. Source:http://www.robacafe.com/wp-content/uploads/2017/10/h%E1%BA%A1t-c%C3%A0-
ph%C3%AA-c%C3%B2n-v%E1%BB%8F-th%C3%B3c-300x182.jpg
3.5 OWNERSHIP PATTERN
Mr. V G. Siddhartha, he is an owner, promoter and also the chairmen and managing director
of the Amalgamated Bean Coffee Trading Company Limited. He had started Coffee Day
Global Ltd formerly known as (COFFEE DAY GLOBAL LIMITED) with his own capital in
the year 1991 and the business is successfully managing it today with a wide large network of
the human resource management.
The company has not issued any shares to the general public for rising of the capital for
raising capital. Private placement of shares is to be done and 20% of the shares of Coffee Day
Global Ltd were issued to MNC by Mr. Siddhartha.
Source: https://en.wikipedia.org/wiki/V._G._Siddhartha

13. 3.6 ACHIVEMENT AND AWARDS
The awards received by the Coffee Day Global Limited are:-
 The top exporter of the Green coffee in the year 1999-2000
 The top exporter of the coffee to the region: USA
 The top exporter of the coffee to the region: European union
 Coffee Day Global was awarded ‘Retailer of the Year’ for brand excellence by ABP
news in 2014
 The Promoter, Mr. V G Siddhartha was awarded with ‘ET Retail Hall of Fame’ for
his contribution to the growth in retail sector in 2014
 Coffee Day Was awarded “Retailer of the Year” (Organization Food and Grocery) for
retail excellence by ABP News in 2014
 Coffee Day Global awarded bronze prize by the Coffee Board of India for being the
third exporter of green coffee during 2013-13
 Coffee Day Global was awarded as the Best Retailer under the category of “Best
Customer Service inn Café Restaurant” by Star Retailer Awards 2013
 Coffee Day Global won the award for ‘Retailer of the Year’ by Asia Retailer congress
in 2009
3.7 FUTURE GROWTH AND PROSPECTS
India coffee is exported to all over the world. But except in India it is nowhere called as
Indian coffee. The Indian coffee does not have a much name and popularity in the other part
of the world. So the Coffee Day Global Ltd want to make the Indian coffee popular in the
international market and recognize Indian coffee as Indian coffee and not as anything else.
So the café coffee day outlets are planned to open in all the parts of the world, as a part of it
they have the café coffee day outlets in Vienna, Austria, and planning to open in the other
parts of the all the countries and to increase the popularity not only in India but also in the
other countries. And make Indian coffee popular.

14. 3.8 WORK FLOW MODEL OF COFFEE DAY GLOBAL LIMITED
Coffee bean
Weighting of coffee beans (bags)
Coffee unloading
Moisture checking
Coffee transfer to hulling machine
Polishing of coffee beans
Color sorting
Roasting
Garning
Beans separated on grade base
Packing
Dispatch

15. 3.9 ORGANISATION DESIGN
3.10 Structureof Organisation in Coffee Day Global Ltd.
Coffee Day Global Ltd is set up with 50 shareholders and 9 directors including the chairman.
The election of directors takes place once in three years. The chairman of the company is
responsible for the day to day affairs of the company.
HEAD - OPERATIONS
REGIONAL MANAGER
ASSISTANT REGIONAL MANAGER
CITY MANAGER
CAFÉ MANAGER REGIONAL TRAINER
AREA MANAGER
ASSISTANT MANAGER CITY TRAINER
CAFÉ INCHARGE
TEAM MEMBERS
ORGNIZATIONAL CHART

16. The company has three organisational branches each branch is led by a competent person:
 Administration Department -Headed by the office manager, who controls the coffee
pool mail section and payment section.
 Personnel Department- Headed by the industrial relation officer, who controls the
office assistants, typists and clerks.
 Works Department- Headed by the works manager. This department controls the
receiving section, coffee cleaning section and garble section.
Details of Each Department
1. Administration Department:
 Payment Section
 Marketing Section
 Accounting Section
 Main Section
2. Personnel Department:
 Office
 Assistants
 Clerks
 Attenders
3. Works Department:
 Receiving Section
 Machinery Section
 Garble Section
 Coffee Cleaning Section
3.11 McKENSY’S 7S FRAME WORK AT COFFEE DAY GLOBAL
The McKensy’s 7s frame work provide a useful frame work for analyzing the strategic
attributes of the organization. The McKenzie’s consulting firm identified strategy as only one
of the seven elements established by best-managed companies. Strategy, structure & system
can be seen as the software.
Companies in which these soft elements are present are usefully more successful at the
implementation strategy.

17. Source:https://www.smartinsights.com/marketing-planning/marketing-models/mckinsey-7s-
model/
STRUCTURE
The structure of the organization describes the departments, reporting lines, areas of expertise
and responsibility. The structure represents the hierarchy of the organization and the
reporting system. The structure is the pattern of relationship among various components or
parts of the organization. Structure is thus the basic frame work within which an organization
carries outs its orders, decision and general functioning. It defines the unbroken lines or chain
of command and the span of control. The organization structure of the Coffee Day Global Ltd
is as follows

18. CHART SHOWING ORGANISATION HIERARCHY OF COFFEE DAY GLOBAL
LIMITED
CHAIRMEN AND M.D
PRESIDENT
S G M S G M
PUBLIC RELATION, FINANCE, PRODUCTION &
MAINTAINANCE
ACCOUNTS & PROCUREMENT
ASSISTANT G.M ASSISTANT G.M ASSISTANT G.M
PROCUREMENT ACCOUNTS PRODUCTION
EXEUTIVE AND STAFF AND EXECUTIVES
SUPERVISIORS & SUB STAFF AND STAFF
SUB STAFF
CONTRACT LABOUR
CONTRACT AND GARBLERS
LABOUR
As shown in the chart the organization hierarchy is as follows

19. At the top of the company there is a Mr. V G. Siddhartha who is the sole chairmen and
managing director. The whole Coffee Day Global Limited is managed through a bunch of
president in all the department and managers in all the division of the company. The president
of the Coffee Day Global Ltd is MR. Rajeev Gupta who is in charge of the all the activities in
the head quarters of Coffee Day Global Ltd Hassan. And also controls the registered office in
Chikmagalur. He controls all the activities from the corporate office Bangalore and the senior
managers in Hassan and Chikmagalur have to act as per the instruction give from him.
The senior manager of the Coffee Day Global Ltd Chikmagalur is Javeed Parveez, he
controls
 Public Relation
 Finance
 Accounts procurement
 Production
 Storage and
 Plantation
He manages the interaction with the estate managers of Coffee Day Global Ltd, and the
coffee planters (owners), all financial transaction of Coffee Day Global Ltd by payments and
other monitory issues by final check and passing of invoice, maintenance of proper books of
account along with it the production and procurement process of the coffee is managed by the
senior manager in Chikmagalur.
The human resource management of Coffee Day Global Ltd managed from the corporate
office in Bangalore, and all the human welfare activities of the employees are carried out
through the regular visit by the HR manager to its various branches.
SKILL
Skill is the technique required to accomplish a task with a help of ability, knowledge,
understanding and judgmental. The skill may be defined as what the company does best. The
distinctive capabilities and competence, that resides in their organization.

20. The skill of the company can be effective when the available human resource performs well.
So the Coffee Day Global Ltd selects and assigns the personnel for the work based on
appropriate education, skill and experience. The organization also provides the training to the
employees to increase the skills. The training may be new training or re-training these is
identified once in a year by the department head of their employees through appraisal system.
STYLE
In Coffee Day Global Ltd most of the decision is taken by the M.D of the firm V G.
Siddhartha, the decision is given from the top level to bottom style. In absence of the M.D,
the Director of the respective department takes the decision. They follow the Top down style.
Managing Director
Director’s in charge of department
Plant Manager
Supervisor
Workers
In Coffee Day Global Ltd they follow Authoritarian style in decision making. The major
decision regarding operation of the firm is taken by the M.D. Other decisions involving
higher cash flow are participative taken involving partners and other officials.

21. STAFF
Employees are considered as the asset of the company. The whole Coffee Day Global Ltd
is successful because of the huge chain of people who are involving in the managing the
functions of the company. Even in the registered office of Coffee Day Global Ltd in
Chikmagalur the employee management is done in certain extent. There are 26000-29000
employees and workers are working in whole Coffee Day Global Ltd. This is depending on
the work in on season and off season of the coffee growth?
The salary and wages fixed by the Coffee Day Global Ltd is based on the experience and job
profile. The pay for the employee may vary on what position they are, the salary is provided
to the employees is best in Industry. The recruitment is done by the president and other head
authorities directly from the Coffee Day Global Ltd Bangalore. The general staff sub-staff
and the laborers are managed by senior manager of the branch.
Usually the Coffee Day Global Ltd selects experienced and qualification with high skill. The
qualification must be Chartered Accountant (CA) and Master of Business Administration
(MBA) of the people who get selected for the higher post and the recruiting is done by the
HR Manager from Bangalore.
Apart from the people in the organization the Coffee Day Global Ltd have agents who
manages to convenience the estate owners from Chikmagalur, Hassan and Madikeri to sell
their coffee to the Coffee Day Global Ltd. The agents are provided with a certain amount of
commission based on the amount of coffee bags purchased from the owner. The entire agents
are managed by the Chikmagalur and Hassan office of Coffee Day Global Limited.
STRATEGY
The strategy of the company is to expand the installation capacity, achieve end to end for all
the plants to improve margin and reduce cycling of business, achieving greater raw material
security, increase its focus of corporation and high customer value, to expand market for
ethanol.
The board level strategy of the company is to focus towards the corporate and industrial
buyers. Unlike the traditional mode, dealing with cooperate and industrial buyers has benefits

22. of committed and timely off takes, reduced price risks, reduced working capital and reduced
dependence on broker.
SYSTEM
The system refers to the rules, regulation and procedure both formal and informal that
complement the company structure. The main system of Coffee Day Global Ltd is that runs
the organization, that may be financial, production and HR and various systems as well as the
communication and the document storage.
The Coffee Day Global Limited controls the whole system from its corporate office
Bangalore. The decisions of the company is taken by the top management based on the
company’s rules and regulations, the other branches of the Coffee Day Global is controlled
by its senior manager of those branches and the information was send to the corporate office
where the president of the Coffee Day Global Ltd is examine the day to day activities of the
branches. If any long term benefits and information should be taken then the M D of the
Coffee Day Global Ltd V.G. Siddhartha will take the decisions based on the requirements of
the company.
The Coffee Day Global Ltd follows its own rules and regulation other than the government
rules and regulation the rules and regulations and procedures and developed by the corporate
office to the all departments if any measures should be taken by the branch office in Hassan
and Chikmagalur they should follow the certain condition from the top level. The corporate
office keeps a track on the daily activities of the all the department by taking the various
improving measures and it includes production planning and control system, cost according
procedures, planning, budgeting system, capital budgeting system etc,.
SHARED VALUES
Shared values guide employees towards desired behavior originally called super ordinate
goals; the guiding concept and principle of the organization –values and aspiration, often
unwritten –that go beyond the conventional statement of corporate objectives. The
fundamental ideas around which a business is built: the things that influence a group to work
together for a common aim.

23. Shared values are what engender trust and link an organization together. Shared values are
also the identity by which an organization is known throughout its business areas. These
values must be started as both corporate objective and individual values. Coffee Day Global
Ltd is providing financial facilities to the farmers. The other branches of the firm are involved
in many social activities.

24. BIBLIOGRAPHY/REFERENCES
Company Website
 Coffee Day Global Ltd (www.coffeeday.com)
 Café Coffee Day (www.cafecoffeeday.com)
 Coffee Day Beverage (www.coffeedaybeverage.com)
 Coffee Export (www.coffeedayexport.com)
 Coffee Day Xpress (www.coffeedayxpress.com)
 https://www.thenewsminute.com/article/cafe-coffee-day-founder-seeks-valuation-rs-8000-
10000-crore-coca-cola-104461
 https://akshaya-enterprises-fmcg-goods-wholesaler.business.site/
 https://www.justdial.com/Vijayawada/Coffee-Day-Fresh-N-Ground-Beside-Durga-Mahal-
Theater-Patamata/0866PX866-X866-110122194825-Q6Z7_BZDET/photos
 https://www.etherdesign.in/Our%20Work/cafe-coffee-day-2/
 https://www.flickr.com/photos/shastrix/8345485234
 https://twitter.com/cafecoffeeday/status/800747043224330240
 https://www.pinterest.jp/pin/388505905345855718/?amp_client_id=CLIENT_ID(_)&mweb_
unauth_id={{default.session}}&simplified=true
 http://www.robacafe.com/wp-content/uploads/2017/10/h%E1%BA%A1t-c%C3%A0-
ph%C3%AA-c%C3%B2n-v%E1%BB%8F-th%C3%B3c-300x182.jpg
 https://en.wikipedia.org/wiki/V._G._Siddhartha
 https://www.smartinsights.com/marketing-planning/marketing-models/mckinsey-7s-
model/