Nirapara org study report

ORGANIZATIONAL STUDY AT KKR GROUP OF COMPANIES PVT. LTD
MARTHOMA COLLEGE OF MANAGEMENT AND TECHNOLOGY
ORGANIZATION STUDY
AT
KKR GROUP OF COMPANIES PVT LTD OKKAL
PROJECT REPORT
Submitted in partial fulfilment of the requirement for the award of
MASTER OF BUSINESS ADMINISTRATION
Of Mahatma Gandhi University, Kottayam
Submitted By
BASIL T JOSE
REG. NO: 84484
Under the Guidance of
MRS. DEEPA BABU
Asst. Professor
MARTHOMA COLLEGE OF MANAGEMENT
AND TECHNOLOGY
Asramam Campus Perumbavoor
Ernakulam, Kerala.
2016-2018

MARTHOMA COLLEGE OF
MANAGEMENT AND TECHNOLOGY
Asramam Campus, Perumbavoor
Ernakulam, Kerala.
CERTIFICATE
This is to Certify that the report is a bonafide work of theOrganisation study done by
Basil T Jose,Semester III in partial fulfillment of the requirements for the degree of
Master Of Business Administration of Mahatma Gandhi University Kottayam.
Dr Rajan Varughese Mrs Deepa Babu
Principal/Director Faculty Guide
Date .................. Date .................
Internal Examiner External Examiner

DECLARATION
I Basil T Jose, hereby declare that this project titled “Organisation study
at KKR GROUP OF COMPANIES PVT LTD” which Iam submitting to
Mahatma Gandhi University Kottayam is a record of original work done
by me and this has not previously formed the basis for the award of any
academic qualification, fellowship or other similar title of any other
university.
Place: Perumbavoor
Date : ……………… BASIL T JOSE

ACKNOWLEDGMENT
This study has been made possible due to the co-operation, assistance and
constructive suggestions of many to whom I would like to express my sincere
gratitude and thanks.
First of all I thank Lord Almighty for his abundant blessings best owned up on me
for the successful completion of my organization study.
I gratefully acknowledge my sincere gratitude to the management of KKR GROUP
OF COMPANIES PVT LTD for giving me permission to undertake an organization
study in this esteemed organization.
I wish to express my gratitude to Mr Thomas Mathew HR manager KKR Group of
companies Pvt. Ltd Okkal, granting me permission to do Organization Study in this
esteemed organization. I would like to express my sincere thanks for Mr Shynjith T
Sasi assistant HR manager for her valuable suggestions and guidance. I am also
thankful to all Department Heads and the employees of KKR Group of companies
Pvt. Ltd, for sharing their valuable time with me to give me all the details that were
very much necessary for the completion of this organization study.
I would like to extend my gratitude to our beloved Director Dr. Rajan Varghese for
extending all the help for doing the organizational study. I express my thanks to
faculty guide Mrs DEEPA BABU for the support, co-operation and guidance. I
hereby acknowledge the help rendered by other members of teaching staffs and all
well-wishers of mine especially my project mates at KKR Group of companies Pvt.
Ltd, who shared their views and valuable suggestions.
Also I thank my parents, friends and all the other associated with my organizational
study for their support and motivation in the entire course of my endeavour.
Yours Sincerely
BASIL T JOSE

CONTENTS
CHAPTER
NO.
TITLE PAGE
NO.
CHAPTER 1
1.1 INTRODUCTION
1.2 NEED FOR THE STUDY
1.3 OBJECTIVES OF STUDY
1.4 RESEARCH METHODOLOGY
1.5 LIMITATIONS OF THE STUDY
CHAPTER 2
2.1 INDUSTRY PROFILE
2.2 COMPANY PROFILE
2.3 PRODUCT PROFILE
CHAPTER 3
3.1 ORGANIZATION STRUCTURE
3.2 ORGANIZATION DEPARTMENTS
CHAPTER 4
4.1 SWOT ANALYSIS
CHAPTER 5
5.1 FINDINGS
5.2 SUGGESTIONS
5.3 CONCLUSION
5.4 BIBLIOGRAPHY

LIST OF TABLES
TABLE
NO. TITLE
PAGE
NO.
2.2.2 COMPANY PROFILE AN OVERVIEW
2.3.1 NIRAPARA RICE PRODUCTS
2.3.2 FLOUR PRODUCTS
2.3.3 NIRAPARA WHEAT PRODUCTS
2.3.4 NIRAPARA CURRY POWDERS AND MASALA
2.3.5 NIRAPARA PICKLES
2.3.6 OTHER PRODUCTS

LIST OF FIGURES
FIGURE
NO. TITLE
PAGE
NO.
3.1 ORGANIZATION CHART
3.2.1 STRUCTURE OF PRODUCTION DEPARTMENTS
3.2.1.1 STRUCTURE OF PRODUCTION DEPARTMENT
(RICE FLOUR AND PICKLE)
3.2.1.2 STRUCTURE OF PRODUCTION DEPARTMENT
(RICE)
3.2.2.1 STRUCTURE OF HR DEPARTMENT
3.2.3.1 STRUCTURE OF FINANCE DEPARTMRNT
3.2.4.1 STRUCTURE OF MARKETING DEPARTMENT
3.2.4.2 STRUCTURE OF CHANNELS OF DISTRIBUTION
3.2.5.1 STRUCTURE OF INFORMATION DEPARTMENT
3.2.6.1 STRUCTURE OF PURCHASE DEPARTMENT
3.2.7.1 STRUCTURE OF R&D DEPARTMENT
3.2.8.1 STRUCTURE OF QUALITY CONTROL
DEPARTMENT
3.2.9.1 STRUCTURE OF EXPORT DEPARTMENT
3.2.10 STRUCTURE OF VEHICLE DEPARTMENT

CHAPTER - I
INTRODUCTION

1.1 INTRODUCTION
An organization is a group of people who work together in an organized way for a
shared purpose.Organization in its simplest form is a group of people intentionally
organized to accomplish an overall common goal or set of goals.On the other hand, an
organization is the process of identifying and grouping the work to be performed,
defining and delegating responsibility and authority, and establishing relationship for
the purpose of enabling people to work more effectively together in establishing of
objectives.
An organization study implies a comprehensive and systematic approach adopted to
get familiar with the organization structure, working of an organization and staffing
process as a whole. The major objective is to determine whether the staffing levels are
appropriate and whether the structure of management is serving the needs of the
organization. The word organization in the broader term refers to the committees or
departments who make up the structure for the purpose of administration. Without
proper care at the higher, middle and the lower levels of administration, it would be
practically impossible for any management to run the operations smoothly. In an
organization study each and every department in an organization is observed and
analyzed in details.
An organization study gives a very clear picture of the functioning and the methods
adopted in the organization and it will help the trainee in knowing a lot about the basic
functioning of the organization. The study also gives an opportunity to interact with
the people working in the organization. It is very importance from a trainee‟s point of
view to know how a problem is tackled by the people working in an organization.
The study was conducted at KKR Group of companies Pvt. Ltd. which is a leading rice
manufacturer. The products are sold under the brand name “NIRAPARA”. The
products are sold in various parts of India, and also the products are being exported to
other countries including Europe, UK and USA. The manufacturing unit has been
using the most modern technology in rice milling. The machinery items are imported
from China and Japan. The company is very famous and has established its
manufacturing unit, which is located in Okkal Kerala.

1.2 NEED FOR THE STUDY
A business organization is a system, which comprises of different departments and
sub departments, which facilitate management of day-to-day operations of an
organization in an effective manner. Departments are also helpful for classification and
distribution of work, which actually leads to effectiveness in business operations
without overlapping of business activities. It also enables in defining the authority and
responsibility of each individuals who all are working in an organization for the
achievement of the ultimate goal of the organization. Usually in a business
organization, we can see a number of departments working for the organization. It
includes finance department, marketing department, human resource or personnel
department, R&D department, Legal department, Vigilance department, I.T.
department etc.
The main function of finance and accounting department includes making financial
decisions, investment decisions, liquidity decisions etc. Accounting department is
concerned with recording of business transactions in a systematic way in order to
ascertain the financial position and profitability of the business by preparing Profit and
loss account and Balance Sheet.
Marketing department is concerned with identifying the changing consumer needs and
wants and providing services in order to satisfy those needs and wants. It is usually
said that marketing starts and ends with customers.
Human resource is the biggest asset of a firm. Human resource department is mainly
deals with manpower planning, selection, training and development, promotion,
transfer, counseling, etc. So it is a humble attempt to study the working of an
organization in a real life situation and how the department enables the organization in
achieving its goals.
1.3 OBJECTIVES OF THE STUDY
1. To understand and evaluate the functions and activities of various departments
of KKR Group Pvt. Ltd.
2. To get an exposure and experience to the business environment.

3. To understand how key business process are carried out in the organization.
4. To understand different products and their position in the market.
5. To analyze the present status of the company.
6. To identify the strength, weakness, opportunities and threats of the
organization.
1.4 RESEARCH METHODOLOGY
“Research Methodology” refers to the methodology that has been adopted to conduct a
particular study. Research methodology is a careful investigation or inquiry in
systematic manner and finding solution to a problem under investigation.
1.4.1 Methods of Data Collection
For this organization study the data were collected in two methods, primary data
collection method and secondary data collection method.
1) Primary Data: The primary data is collected by the way of Direct Interview and
observation method. This refers to the art of enquiring the data from the respective
person by way of face-to-face interview and observation method.
 Observation Method
It may be defined as a systematic viewing of a specific phenomenon in the proper
setting for the specific purpose of gathering data for a particular study.
 Interview Method
It is one of the direct methods of collecting data. This study includes interview with
managers and employees. This helps to have an idea about various department and
their functions.
2) Secondary Data: The secondary data is collected by referring the published
brochures, financial statements of the company and collecting data from internet.
Secondary data are usually in the shape of finished products. This data is collected
from published and unpublished source. Internal data is procured by a researcher in
normal operations within his own premises. These data may include company
documents, annual reports, publication, Journal, previous research reports etc.

1.5 LIMITATIONS OF THE STUDY
 The organization was not ready to disclose certain data which are very
confidential to them.
 A busy working condition in the organization, as a result deep study was not
possible in each area.
 Lack of availability of secondary data from published journals and reports.
 The time period for study is not enough to cover all areas in depth.
 The area of coverage has been limited to one unit.

CHAPTER – II
INDUSTRY PROFILE
COMPANY PROFILE

2.1 INDUSTRY PROFILE
Rice is a grain belonging to the grass family. It is related to other grass plants such as
wheat, oats and barley which produce grain for food and are known as cereals. There
are many unproven mythological tales related to origin of rice. Rice cultivation is
considered to have begun simultaneously in many countries over6500 years ago. Rice
has been cultivated in China since ancient times.
Chinese records of rice cultivation go back 4000 years. Most believe the roots of rice
come from 3000 BC in India. Cultivation and cooking methods are spread to the west
rapidly. Southern Europe saw the introduction of rice as a hearty grain. In several
Asian languages the word for rice and food are identical. African rice has been
cultivated for 3500 years. In the Middle East, it started around 800 BC. Rice spread
out in Italy and France after the middle of 15th
century, later propagating to all
continents during the great age of European exploration.
In 1694, rice arrived in South Carolina, probably originating from Madagascar. The
Spanish brought rice to South America at the beginning of 18th
century. Rice
cultivation has been carried into all regions having the necessary warmth and abundant
moisture favorable to its growth, mainly subtropical rather than hot or cold. Today rice
cultivation is the principle activity and source of income for millions of household
around the globe and several countries of Asia and Africa are highly dependent on rice
as a source of foreign exchange earnings and governments revenue.
The Fast Moving Consumer Goods (FMCG) industry in India is one of the largest
sectors in the country and it has seen a very steady growth pace over the year. It
comprises consumer non-durable products that include personal care, household care,
food and beverages. Rice is the most widely used food grain in the world. Production
and consumption of rice are concentrated in Asia, Northern Africa and Middle East
regions. As a result of increase in population and steady economic growth in the
world, rice consumption have increased faster than production, resulting in slight
increase in the price of rice in the world market for the last year.
Rice mill industry is flourishing day by day, since rice is an unavoidable commodity
for our day to day life. Kerala is a consumer state, thereby we have to depend on other

states in order to get paddy. Food processing is seen as an industry with quick return,
whose gestation period is much less than that of other industries. In the past ten years,
food processing became the „new wave industry‟ many foreign giants have decided to
enter this segment of Indian market.
2.1.1 HISTORY
The exact origin of rice will perhaps never be known. However, it is certain that
domestication of rice ranks as one of the most important developments in history. It
has fed more people over a longer period than has any other crop. In several Asian
languages, the general terms for rice and food or for rice and agriculture are
synonymous. Recurrent references are made to rice in both Hindu and Buddhist
scriptures. In both the religious, rice is used as a major offering to the Gods. This
proves the longevity of rice as a staple item of the diet.
Archaeologists have found evidence that rice was an important food in Mohenjo-Daro
as early as 2500 BC and in the Yangtze Basin in the late Neolithic period and related
farming implements dating back at least 8000 years there and rice cultivation seems to
have spread down the rivers over the following 2000 years. Pottery shards bearing the
imprint of both grains and husks of rice were discovered at the area of Thailand. This
is the earliest and most convincing archaeological evidence for domestication of rice.
These remains date back to at least 4000 B.C. This evidence not only pushes back the
documented origin of cultivated rice but, when viewed in conjunction with plant
remains from 10000 B.C. Discovered in spirit cave on the Thailand- Myanmar border,
suggests that the agriculture itself may be older than previously. Perhaps from the
beginning in different parts of Asia, the process of diffusion has carried rice in all
directions and today it is cultivated on every continent, except Antarctica. Thousands
of rice varieties are grown in more than 100 countries.
Since it has been an important grain worldwide, the domestication and cultivation of
rice is one of the most important events in history that had a greater impact on the most
of the people. When and where the domestication of rice took place is not specifically
known, but new archaeological evidence points to an area along the Yangtze river in
central China and dates back as far as 11000 years. Researched by team of Japanese
and Chinese archaeologists has presented at the International Symposium on
Agriculture in 1996.

In any event, it wasn‟t until the development of pudding and transplanting of the rice
plant that had spread rice as an agricultural crop really began. Practiced in the wetlands
of China, the concept of rice paddy was adopted by south East Asia in roughly 2000
BC. Wetland cultivation techniques migrated to Indonesia around 1500 BC and then to
Japan by 1000 BC. To the west, rice was also an early important crop in India and Sri
Lanka, dating as far back as 2500 B.C and 1000 BC respectively.
The spread to Europe, Africa and America occurred more slowly, first with the Moor‟s
invasion of Spain in 700 AD and then later to the new world during the age of
exploration and colonialism. Rice has been grown in the United States since the
seventeenth century, and areas of the South- eastern and southern states, as well as
California.
2.1.2GLOBAL SCENARIO
Rice cultivation is the principle activity and source of income for thousands of
households around the globe, and several countries of Asia and Africa are highly
dependent on rice as a source of foreign exchange and government revenue. Rice is the
second largest cereal produced in the world. At the beginning of 1990s annual
production was around 350 million tons and by the end of the 20th
century it had
reached 410 million tons. Production is geographically concentrated in western and
eastern Asia. Asia is the biggest rice producer, accounting for 90% of the world‟s
production and consumption of rice. China and India, which account for more than one
third of global population supply over half of the world‟s rice.
The world‟s major rice producing nations are China and India which have emphasized
the importance of continuing to develop new varieties of rice. Today rice is grown and
harvested in every continent except Antarctica, where climatic conditions make its
growth impossible. The majority of all rice producers come from India, China, Japan,
Indonesia, Thailand, Burma and Bangladesh. Asian farmers still accounts for 92% of
world‟s total rice production. More than 550 million tons of rice is produced annually
around the globe. In USA farmers have successfully harvested rice for more than 300
years and still continuing.

WORLD TOP 10 RICE PRODUCING COUNTRIES
 China
 India
 Indonesia
 Vietnam
 Thailand
 Bangladesh
 Burma
 Philippines
 Brazil
 Japan
SOME OTHER RICE PRODUCING COUNTRIES
 Afghanistan, Argentina, Australia
 Bhutan, Bolivia, Burkina Faso
 Cambodia, Cameroon, Chad, Colombia, Cuba
 Ecuador, Egypt
 France
 Gambia, Ghana, Greece
 Iran, Italy
 Korea
 Nepal, Nicaragua, Nigeria
Some important facts about rice in global scenario are:
 Global rice production in the recent years has fluctuated between 375-400
million tons. Consumptions of rice around 410 million tons have been above
production in recent years.
 Global ending stocks, which had average above 120 million tons in the 1990s,
currently getting reduced to 80 million tons.

 Asia is the largest rice produce, accounting for 90% of world‟s production and
consumption of rice.
 Per capita rice consumption has declined in recent years in many of the
wealthier countries such as Japan, Republic of Korea and Thailand because
rising incomes have enabled people to eat more varied diet.
 Although rice is widely grown and consumed, less than 6% of world‟s
production of rice is traded annually.
 Major importing nations of rice are west Asian countries and African countries.
Apart from these, countries like Japan, Malaysia and Brazil also figures in top
10 importing countries.
 Though rice is cultivated in Asia its export mainly originates from other
continents. Major rice exporters are Thailand, Vietnam, India, Italy, Australia
and China.
 The western countries are not major producer, but at the same time, there
consumption is negligible.

2.1.3 INDIAN SCENARIO
India is one of the world’s largest producers of white rice, which accounts for 20% of
world rice production. Rice is grown in many regions across India. For about 65% of
the people living in India are dependent on rice. Rice is grown in majority of rural
farms. Today, from a nation‟s independent on food imports to feed its population,
India is self-sufficient in grain production and also has a substantial reserve. The
progress made by agriculture sector in the last four decades has been one of the biggest
success stories of India.
Kuttanadu is a region in the Alappuzha districts of Kerala state, which is well known
for its vast paddy fields and geographical peculiarities. It‟s the region with the lowest
attitude in India, and one of the few places in the world where farming is carried out
below sea level. It‟s one of the historically important places in the ancient history of
South India. It is the major rice granaries of Kerala, where vast stretches of verdant
paddy fields are interlaced with enchanting backwaters.

As the farming in this area increased, farmers felt constrained by the two cycles a year
for rice cultivation. The reason behind this was limited availability of potable water in
Kuttanadu. Earlier paddy processing was considered as a household business. Years
later, with the increase in production and productivity as well as the change of joint
family system to nuclear family system, rice mills on modern world began to flourish.
With the introduction of high yielding varieties which in turn resulted in a massive
increase in productivity lead to the emergence of middle men in paddy trading. Bulk
purchase were made by them on behalf of the producers and rice were flown from
production centers to the trading centers this in turn necessitated the establishment of
sophisticated modern mills.
Some important facts about rice in Indian scenario are:
 Government of India is targeting to achieve a production of 129 million tons of
rice.
 Agriculture is the main source of income for families in India. Farms cover
over half the land and almost three-quarters of the land is used to grow the two
major grains; rice and wheat.
 India‟s annual production is around 6 -10lakh tons of basmati rice, more than
70% of which is exported.
 In India, rice is cultivated in both seasons. Only in south India due to its
tropical environment conditions, it can be cultivated in Rabi season.
 Rice purchased by Food Corporation of India (FCI) is transported from surplus
area to deficit areas. In addition, movement is taken to deficit areas also for
price stabilization through open sale.
 India is the world‟s largest exporter of basmati rice, selling above 6-7lakh tons
of the premium rice mostly to Saudi Arabia, Middle East countries, Europe and
the United States every year.
2.1.4 PRESENT STATUS OF THE INDUSTRY
A nation depended on food is important to feed its population. Today, India is self-
sufficient in grain production and also has a substantial reserve. The progress made by
agriculture in the last for decades has been one of the biggest success stories of free
India.

Agriculture and allied activities constitute the single largest contributor to the gross
domestic product. Agriculture is the means of livelihood of about two-thirds of the
work force in the country.
Rice is the most widely used food grain in the world. Production and consumption of
rice are concentrated in Asia, Northern Africa and Middle Eastern regions. As a result
of gradual increase in population and steady economic growth in these regions, rice
consumption has increased faster than production, resulting in slight increase in the
price of rice in the world market for the last decade.
The world’s major rice producing countries include the popular nation; China and
India have emphasized the importance of continuing to develop new rice varieties.
Asia’s food securities support the region’s economic development. The production of
rice is declining every year. This is an indication of the problems faced by the
cultivators of Kerala. If proper measures are not being taken to overcome this
situation, then this sector will be abolished from the state within no time. The main
problems concerning these cultivators are high cost of cultivation and less return for
their products.
2.1.5 FUTURE PROSPECTS OF THE INDUSTRY
One out every three people on earth is dependent on rice as a staple food in their diet
and with 80-100 million new people to be fed annually. The importance of rice
production to the human population is crucial. Farmers facing so many problems in
rice cultivation Organization such as the International Rice Research Institute (IRRI)
and West African Rice Development Association (WARDA) are conducting research
that will eventually lead to more productive varieties of rice and rice hybrids. The
researcher found that there is a use of less water during the growing season, decrease
in the use of fresh organic fertilizers that contributes to greenhouse effect, and crops
more resistant to disease and pests.
The India food processing industry accounts for 32% of the country total food market.
Estimated to be worth USD 121 billion, it is one of the largest industries in India, and
is ranked fifth in terms of production, consumption and exports. The industry employs

13 million people directly and 35 million people indirectly. It accounts for 14% of
GDP, which is nearly 13% of India exports and 6% of total industrial investment.
Currently, growing at more than 10% per annum, it is expected to touch USD 194
billion by 2015.
2.1.6 RICE EXPORT SCENARIO
India is one of the important countries in the world for exporting of rice. India‟s
exports are expected to go up in future during the current financial year. Hence, India
exports are set to reach second place in the world in the process of food.
 Basmati rice
Rice export from India constitutes the major share for basmati rice. Nearly two-third of
basmati rice produced in India is exported. Basmati rice is the leading aromatic fine
quality rice in the world trade and it fetches good export price in the international
markets. Basmati rice being novel product is characterized by its unique grain size,
aroma and cooking qualities. Being high value product it has good export demand. So
the export has been very high and exports have been steadily growing. Basmati rice is
a gift from “Mother Nature” to the Indian sub-continental and grows in the indo-
gangetic plains. Only gulf region remains the major market for Indian basmati rice and
inside gulf, Saudi Arabia accounts for the major chunk of basmati imports from India.
 Non- basmati Rice
Major destination for India‟s non-basmati rice exports are Bangladesh, Australia,
Bahrain, Ethiopia, Sri Lanka, France, Germany, U.K, Korea, Malaysia, Nigeria etc.
Competing country in international markets from India for the export of non-basmati
rice are Thailand, Vietnam, Burma, China and USA. Major quality of non-basmati rice
is exported to Asia continent. In fact India is facing stiff competition in the
international markets for the export of rice. India is the world‟s largest rice exporting
country. Thailand is another largest rice exporter in the world.

CHAPTER- III
ORGANIZATION STRUCTURE AND
DIFFERENT DEPARTMENTS

2.2 COMPANY PROFILE
The K.K.R Group was set up in 1976 by Mr. K.K Karnan, a man who set out with the
mission to bring quality rice into the traditional homes of Kerala in South India. K.K.R
Group of companies is mainly involved in manufacturing and marketing of brown rice,
rice powders, spices and pickles from 1976 onwards under the brand name Nirapara.
The factory of K.K.R mills is located in the green, pollution-free Okkal Township,
near (Kalady) Kochi in Kerala, South India. They are the market leaders in rice and
rice products in Kerala. It is the biggest selling brand in Kerala and has become a
household name. Nirapara is well-known brand associated with malayalees across the
world.
Mr. K.K. Karnan started rice manufacturing business in a small way. In the beginning
paddy was boiled in large copper vessel and was dried on mats before removing husk
in milling. Thus, the rice was manufactured in the traditional way in small quantities
and sold locally. Later, in 1976, a rice mill with small huller was installed and rice
with better quality was introduced in the market of Kerala, but in small quantities. That
was the beginning of Mr. K.K. Karnan‟s entry into the different markets of Kerala.
Foreign technology started to be introduced into rice manufacturing industries of India.
First this technology was introduced into rice mills of Andhra Pradesh, Karnataka,
Punjab and many other states. Mr. K.K. Karnan was curious, learned more about this
technology, and was determined to make the benefit of new technology available to
the people of Kerala. With this intention, he introduced German technology into his
rice mill in the manufacturing process, in 1985. He was able to give his customer, rice
produced in the natural way without losing its quality and without stones or any
foreign matters. His rice started to be sold in the market of Kerala with the brand name
Nirapara. Nirapara became the market leader.
In 1993, with the firm intention of modernizing the manufacturing process, a new plant
with par boiling system was installed. This system helped in retailing all nutritious
values in rice without losing them during the process. Thus he was able to supply
quality rice to the customer which had all nutritious factors. The quality conscious
people of Kerala encouraged him by purchasing more and more of Nirapara rice.

In 1998, he imported computerized SORTEX machine and was introduced in the
processing line. K.K.R mill is the only rice mill in South India to use Z-sortex
machines. The sortex machine is capable of optical detection of defective rice; it
belongs to the German company Buhler. This sortex machine helped in sorting only
the quality rice and removing all black rice. Black rice is caused by the attack of
insects in the paddy. By using the sortex machine Nirapara is able to supply the best
rice to customers. This is how silky sortex rice came into the market. Not only good
rice but also quality rice with all nutritious values is sold to customers.
A venture started out with traditional method of boiling, sun drying and milling grew
into one of the most modern rice processing houses in India with latest world class
technology. Today KKR mills boasts of state of the art plant with highest level of
technology in the world, ensuring products that meet the most stringent quality and
hygienic standard.
Nirapara products are now available and sold not only in Kerala but also in other states
of India. Nirapara products are exported to Asia, Europe, Australia and America.
Nirapara after establishing its name in rice, the company has diversified its areas of
business. The KKR flour mills started in the year 2000, by seeing the need of the
Keralites on the breakfast table. In October 2002, KKR food products introduced a
wide range of food products into the market under the brand name “Nirapara”. The
brand offers numerous products other than rice from whole spices to masala powders,
vegetables to pickles which are nutritionally rich and full of nature‟s goodness. They
manufacture wide range of food products like spices, pickles and other products for
world markets. Nirapara was the largest selling brand in this particular segment in
Kerala, and has become a household name of today. The brand name of Nirapara has
now become a symbol of trust, quality and faith in the worldwide market. All the
product range is widely appreciated for its attributes purity, aroma and taste.
Mr. K.K Karnan is the award winner of “AkshayaPuraskara” for traditional industry in
2000. He is the treasurer of “Kerala rice mill owners association” and member of “All
India rice exporters association”. His wife Mrs. Ammini Karnan looks after the
manufacturing of rice products and his strong support in his journey towards success.
His son Mr. Biju Karnan is the vice-chairman of the group.

2.2.1 MISSION, VISION, MOTTO AND OBJECTIVES
Mission
Mission, in simple words “The purpose of an organization” like all other organization
Nirapara has mission. The Nirapara mission statement is that “Quality food products
for modern living”. The company is to provide high quality food products that set
themselves apart from other in taste and value.
Vision
Vision means a physical area of an organization. KKR group of company vision is to
become a leader of fast moving consumer goods and products. And also bring quality
food into each and every home in South India. Its vision is to provide maximum
consumer satisfaction through continues improvement in their production and services.
Motto
“The Incredible recipes”
Company Objectives
The success of a company depends upon the effective and well defined objectives. The
company‟s performance and profit depend upon these objectives.
 Maximum utilization of resources
 Provide quality products
 Ensure timely delivery of products
 Profit maximization
 Cost minimization
 Provide employment
 Better working condition
 Consistency in sales and services
 Provide service to society

VALUES OF THE COMPANY
 High quality products
 Customer orientation
 Good relationship between management and workers
CERTIFICATION
 ISO 22000-2005 Certification
 ISO 9001-2005 Certification
 HACCP Certification (Hazard Analysis Critical Control Point)
2.2.2 COMPANY PROFILE AN OVER VIEW
Company profile an overview
Name and Address of the company KKR GROUP OF COMPANY
Okkal, Kalady, Ernakulam, Kerala
Brand Name NIRAPARA
Registered office OKKAL
Business type Manufacturer/ Supplier/ Exporter
Incorporation 1976
Annual Turnover 46crores
No of workers 1200
Export Markets UAE, Muscat, Bahrain, Oman, Qatar,
USA, UK, Singapore, France, Canada
Table: 2.2.2

2.2.3 PRODUCTION UNITS
There are 6 production units for manufacturing the „NIRAPARA‟ Products
1. KKR Mills
2. KKR Flour mills
3. KKR Agro mills
4. KKR Food products
5. Karthika Modern Rice Mills
6. S.N Rice mills
OTHER GROUP OF COMPANIES
 KKR Petroleum
 KKR Products and manufacturing Pvt. Ltd
 S.N Agro products
 Lotus Rural Development Society
 Five Star Metals Pvt. Ltd
 Bik-Mark International Marketing Pvt. Ltd
K.K.R Mills, K.K.R Agro mills, K.K.R Petroleum, S.N Rice mills are located at
Okkal. The corporate office is located at Okkal itself. K.K.R Petroleum is exclusively
the outlet of Reliance petroleum. K.K.R Food products and K.K.R Rice mills are
located at chelamattom, which is 3km away from Okkal. The company accommodates
nearly 1200 employees. The area of operations includes food, oil, crusher, etc. The
group exports its products to USA, UK, UAE, Australia etc.
2.2.4 QUALITY POLICY
K.K.R Group of companies is committed to manufacture and market the best quality
products in India and in international market by implementing ISO-9001-2000 quality
system. K.K.R constantly strives to improve quality as a continual process by
involvement of employees and updating the quality management system in compliance
with the international quality ISO 9001-2001. Today K.K.R mills have the latest
technology in the world, ensuring products that meet the most stringent quality and
hygienic standards.

COMPETITOR ANALYSIS
The need of the food products for the households is increasing, so the competition will
also increase. The customer wants more quality products in low price with easy
availability. The major competitors for Nirapara are:
 Double Horse
 Periyar Rice
 Eastern
 Melam
 Brahmins
 Saras
 Pavizham Rice
 Mariyas pickles
 Mothers
 Taste buds (in foreign market)
2.2.5 BUSINESS OPERATION
Business operations are those activities involved in the running of business for
providing value to the stakeholders. The outcome of the business operations is the
harvesting value from asset owned by a business. Assets can be either physical or
intangible.
 Area of operation
The company is operating the business in South India and it has a long tradition of
maintaining the highest quality standards, right from the selection of raw materials to
processing and packaging of the end product. KKR Group export rice and food
products to foreign countries under the brand name “NIRAPARA”.
 Market share of the company
The competition is very high in the market, but still Nirapara has got a very good
market share in the industry. Today the company commands 55 percentage shares in
both rice and rice powders. In spices and pickles the share is 30 percent and 15 percent
respectively, which is rapidly increasing. Nirapara was successful in capturing the

major market share compared to its main competitors due to the successful marketing
strategies they have adopted. The other main competitors are Periyar Rice, Pavizham
Rice, Double Horse and many other local brands.
2.2.6 LEADERSHIP PATTERN OF KKR GROUP PVT. LTD
The company employees share a common way of thinking and behaving. Leaders
establish unity of command and direction of the organization. They create and
maintain the internal environment in which people became fully involved in achieving
the organization policy.
 Top down style
In KKR group, management follows the top down decision making at the time of
taking any decision relating to management. The chairman and vice chairman of the
company take decisions about the management relating to the problems of the
company. The decision is taken from top to down.
 Participative leadership:
Participative leadership is a managerial style that invites input from employees on all
company decision. The staff is given pertinent information regarding company issues,
and a majority vote determines the course of action the company will take. In this type
of leadership all the level of management participate in decision making. However, the
head of the department takes decisions.
2.2.7 PLANNING PROCESS
Planning is the process of thinking about and organizing the activities required to
achieve desired goal. Planning involves the creation and maintenance of plan. As such,
planning is fundamental property of intelligence behavior.
Production planning
 Production as per the requirement (demand).
 Minimizing wastages happening in production.
 Efficiently utilizing the resources.
 Maximize efficiency in work place.
 Timely delivery to customers.

Labour planning
 Incentives
 Accommodation
 Food(free canteen)
 Provident fund
 Medical
 Insurance
Project planning
 Long term capital Budgeting
 Short term capital Budgeting
 Capital procurement
 Furnishing and maintaining information regarding capital procurement, to
management
 Sending monthly performance report
Financial planning
 Capital invested by directors
 Loan from bank
 Initial working capital for raw materials, employee salary & other expenses
like electricity.
2.2.8STAFF PATTERN
It refers to the people working in an organization, how they are developed, trained and
motivated. The process of staffing includes recruitment and selection procedures,
training etc.
 Technical Staff:
These are the staffs responsible for the work related to technical aspect. In this
company they are appointing well qualified and experienced persons as technical staff.
So these staff will have good knowledge about the working environment. In KKR
group they are using modern machineries to production of rice.

 Supervisory Staff:
These are the persons who are in-charge with supervising the other employees in the
organization. In this company they are employing experienced staff as supervisor. So
they can observe the workers and guide them as per the companies need. The
experienced supervisors are one of the key assets of this company. In production
department they have more supervisors.
 Clerical staff:
Clerical work is concerned with or relating to work in an office, especially routine
documentation and administration tasks. Clerical support staffers are distinguished by
their job titles, which also determine their duties. General office clerks handle such
administrative work as answering phones, recording business transaction and typing
correspondence. Information clerks collect, organize and locate records, and submit
reports to other employees or the general public. Accounting clerks, also known as
auditing clerks and bookkeepers, record financial transaction through spreadsheets and
financial software.
2.2.9 CUSTOMER SATISFACTION
The status of customer satisfaction is measured through two principles interventions.
 Customer satisfactory survey
Effective customer satisfaction survey focus on measuring customer perceptions on
how well a company delivers on the critical success factors of the business. Customer
satisfaction surveys focus on service promptness, buying experience, staff
responsiveness and customer points. The KKR group conducts customer satisfactory
survey.
 Customer complaint handling system
The calls and complaints from the customers are systematically processed for timely
response and provide solution right from the branch, maintenance center or the site
itself. The complaints are continuously monitored and regularly reviewed by the unit
chief to ensure speedy redress.

2.3 PRODUCT PROFILE
The KKR Group has got wide variety of products under the brand name
“NIRAPARA”. They started their business initially with production of rice and later
diversified to rice related products, pickles, curry powders etc.
The KKR Group is now all set to become a name reckon within foods. The group has
plans to set up a food park with facilities to process and manufacturer a wide range of
food products like spices, pickles and other products for world markets.
2.3.1 RICE
Nirapara rice is available in wide range of varieties that suit various tastes-brown rice
and white rice in round grained and long grained varieties. Besides these, there are
specialty rice varieties for the varied traditional users of rice in kitchen all over the
world. Nirapara rice is the only rice processed using nutria-select process which
ensures that only best quality rice which the optimum value of vitamin B is selected by
Z-sortex machine and packed. The result is that consumers can enjoy rice that is
exquisite, both in appearance and taste.
Nirapara Rice Range
Palakkadan Matta Grain Jaya Rice
Matta Raw Rice Single Boiled Rice
Cherumani Rice Idli Rice
Palakkadan Matta Short Grain Ponni Rice
Broken Matta Rice Jyothi Rice
Rose matta rice Payasam Rice
Table: 2.3.1

Palakkadan Matta Short Grain
Red parboiled Short grained rice, it takes lesser time to get cooked when compared
among the group and is also rich in fibre and Vitamin B content.
Palakkadan Matta Long Grain
Red parboiled long grained rice; the most popular and preferred rice in Kerala and is
the tastiest among the group. Content of nutrients are high and is very unique in taste
and colour.
Jaya Rice
This rice is an ingenious variety of rice grown primarily in the Palakkad region of
Kerala. With its unique flavours, color, size and crispness makes it an ideal companion
for all traditional Kerala dishes. Nirapara Jaya rice is processed in the state of-the art
Z-sortex processors with utmost care given to hygiene and quality, makes it the most
widely recognized rice and is exported from Kerala across the globe.
Cherumani Rice
Par boiled round rice which is shorter in size and white in colour, the most popular and
preferred rice in Kerala.
Idli Rice
It is single boiled round white rice. It is bold and short. It is perfect for the preparation
of idly, dosa and also used for traditional Kerala food items like puttu, appam,
idiyappam etc.
Ponni Rice
Nirapara Ponni Rice is amongst the most favoured ponni rice brand across South India.
Ponni rice is the staple rice variety of Tamil Nadu, Karnataka and Andhra Pradesh and
it is very high yielding healthy rice variant which is genetically designed for optimized
cultivation.The name derived from the word denoting Gold in Tamil and is almost as
famous as Matta in Kerala. It is a medium grain rice variety which is soft and expands
lengthwise when cooked.

Single Boiled
Nirapara Single Boiled Rice is specially formulated broken rice with high nutritional
value and easy digesting in nature. It is preferred by recuperating patients due to the
high standards of quality and ease of digestion with a low fat and carbohydrate
content.
Broken Matta Rice
Broken rice is imperfect shape of rice kernel that broke to less than three-fourth of the
whole rice kernel. Make yummy delicacies using the finest quality Nirapara Broken
Rice
Payasam Rice
The most favoured variety of rice used for Payasam, due to the taste, aroma and
quality. Payasam rice is distinct from other varieties of rice due to its distinctive
reddish tint, signature rawness and unmatched non-sticky nature dish.
2.3.2 RICE FLOURS
Breakfast is very important meal in every home. A wide range of exotic traditional rice
based breakfast items are very popular in even modern homes. Nirapara’s wide array
of traditional Kerala rice products stay true to Kerala's unique flavor while proving to
be nothing short of a delectable feast for your taste buds. Nirapara’s scrumptious rice
products have been making daily breakfast a lingering experience both, in taste and
togetherness for families all over Kerala.
Flour products
Idly powder Chamba Puttu Powder
Appam powder Instant Idiyappam powder
Dosa powder Easy palappam powder
Puttu powder Pathiri powder
Table: 2.3.2

Appam/Idiyappam powder
Nirapara Appam Idiyappam Powder is rice flour which is specially formulated and
slightly varied for the perfect appam and idiyappam. Appam is the traditional Kerala
break-fast pancake which is a preferred food variety in Tamil Nadu, certain parts of
Karnataka and Sri Lanka. Idiyappam is a steamed dish, which is made of rice batter
pressed into noodle form before steamed.
Easy Palappam Powder
With Nirapara Easy Palappam powder enjoy the melting softness of the Kerala
breakfast without losing traditional taste and texture. It is an instant mix to make
perfect breakfast.
Puttu Powder
Puttu is the favourite breakfast of kids and youngsters in Kerala. Puttu is also famous
in Tamil Nadu. Basically, puttu is steamed cylinders of ground rice layered with grated
coconut. The rice powder used for Puttu is different from all other varieties of rice
Nirapara Puttu Powder is an ideal mix or pure rice. Steam passes through the thick
cylinder due the coarse nature of the ground rice and multiple layers of grated coconut.
This also provides its own aroma and taste and tops up the sweetness.
Chamba Puttu Powder
Rice based traditional foods are popular in Kerala. Chamba puttu powder is made by
using different variety of rice in a balanced combination. The traditional rice puttu
powder is slightly modified, that introduces wheat flavour into it. Chamba Puttu
powder is a balanced combination of rice powder and wheat
Dosa Powder
Dosa is undoubtedly the king of South Indian breakfast cuisine. Nirapara Dosa Powder
is specially designed and developed with experts from the food industry. Nirapara
Dosa Powder is a preferred dosa batter for restaurants and homes due to its fine nature
and perfect ratio of rice to lentils.

Idli Powder
Idli is the most famous South Indian breakfast dish in any South Indian cuisine.
Nirapara Idli Powder is a soft idli batter which is your ideal companion in making soft,
tasty idli.There are multiple varieties of Idli, which are famous across Kerala. Nirapara
Idli Powder is a perfect ingredient for making soft, tasty.
Instant Idiyappam
Healthy, nutritious and yummy Rice Idiyppam, the authentic cuisine of Kerala made in
an instant with Nirapara Instant Idiyappam.
2.3.3 WHEAT PRODUCTS
Wheat and Wheat based products have been popular with Kerala’s as well as other rice
consuming population since time immemorial. As per the increase in demand for
wheat products, Nirapara has been bringing to the market a wide range of Wheat based
products.
Wheat Products
Fresh Chappathi Atta Upma Rava
Samba Wheat Puttu Powder Broken Sochi Wheat
Rosted Rava Wheat puttu powder
Table: 2.3.3
Wheat Puttu Powder
Wheat based traditional foods are also popular in Kerala .Wheat Puttu is a tasty and
healthy snack. People usually make this puttu for the evening. Nirapara wheat puttu
gives you a different delicious experience which even the traditional puttu in Kerala
cannot give.
Roasted Rava
Rava or Sooji as it is called is a purified variety of wheat middling is used primarily
for preparing upma, baby cereals.

Broken Sooji Wheat
Nirapara Broken Wheat is made from high quality wheat, rich in proteins and much
more nutrient than any other major food grain, including maize and rice. Nirapara
broken wheat is the preferred ingredient for Upma and other traditional south Indian
breakfast dishes made from Wheat.
2.3.4 CURRY POWDERS AND MASALA
Nirapara silky spice powders are made from the best quality spices sourced from all
over the country and processed and packed in a state of art facility that meets the
highest standards of hygiene. The spices are available as both pure spices and ready
mix that are used to make the popular South Indian curries.
Curry Powder and Masala Range
Chilly Powder Rasam Powder
Coriander Powder Sambar Powder
Turmeric Powder Chicken Masala
Black Pepper Powder Meat Masala
Pickle Powder Fish Masala
Crushed Chilly Powder Mutton Masala
Dry Ginger powder Fenugreek powder
Garam Masala Vegetable Powder
Fennel Powder Cumin powder
Kashmiri Chilly Powder Biryani Masala
Table: 2.3.4

Kashmiri Chilly Powder
Nirapara Kashmiri Chilly Powder is an ethnic spice known for its naturally preserved
calorific and nutritional value of carefully selected and graded spices that enrich the
true taste of traditional quality.
Coriander Powder
The ground coriander is obtained from the Coriander seed of the coriander plant. It is
most commonly found in its whole seed form. When grinding at home, it can be
roasted or heated on a dry pan briefly to enhance the aroma before grinding it in an
electric grinder or with a mortar and pestle.
Turmeric Powder
Turmeric powder is a bright yellow spice which is made from dry Turmeric Rhizomes
and is always used in dried powdered form. Turmeric's main ingredient is 'curcumin'
which exhibit a wide range of medicinal purposes. Turmeric is useful for its color,
flavor, cosmetic and medicinal properties.
Fenugreek Powder
A key ingredient due to its versatility, fenugreek has many forms and is available in
dried, ground and seed form. Fenugreek seeds are used both whole and in powdered
form and are often roasted to reduce their bitterness and enhance their flavor. The
seeds are used in the preparation of pickles, vegetable dishes.
Dry Ginger Powder
Dry Ginger is the powder of dried ginger root. In India, it is commonly used as a
kitchen-spice, an ingredient for foods, drinks and herbals.
Sambar Powder
The flavorful South Indian style coarse textured spices powder, prepared by grinding
various type of basic Indian spices like coriander seeds, cumin seeds, mustard seeds,
black peppercorns, dry red chilies, fenugreek seeds, cinnamon etc to prepare the
perfect sambar.
Meat Masala
Meat Masala is a spice mix used in the Kerala cuisine. It is typically used to marinate
various types of meat which can either be rubbed onto pieces of meat as a dry powder

mix or combined with oil to make a paste that easily coats the meat. Since Indians love
their meat really spiced up, a fair amount of flavoring spices blends an aromatic
chorus.
Rasam Powder
Rasam is basically a South Indian soup. It is prepared with tamarind juice, tomato,
pepper and other spices. Lentils could be added with some vegetables. It is usually
eaten with rice or drank alone as a soup..
2.3.5 NIRAPARA PICKLES
Pickles are important item in practically every Indian meal. Traditional pickle recipes
using unique spice mixes and vegetables oils are made with a wide variety of
vegetables and non-vegetables. Nirapara, pickles is a huge hit with millions of families
within and beyond Kerala. To maintain an international standard in quality, taste and
nutritional value, Nirapara employs the latest technological advances in producing its
line of mouth-watering pickles. The pickles are made under the supervision of experts.
Nirapara Pickle Range
Tender mango pickle Ginger pickle
Kaduka mango pickle Fish pickle
Cut mango pickle Prawn pickle
Hot lime pickle Beef pickle
Gooseberry pickle Calm pickle
Garlic pickle Squid pickle
Bitter guard pickle Mixed vegetable pickle
Table: 2.3.5

Gooseberry Pickle
Gooseberry commonly known as amla is consumed raw and also as pickles.
Gooseberry is rich in nutrients and they are widely used in ayurvedic medicines and
treatments. Nirapara prepares its Gooseberry Pickle from dehydrated and sliced
gooseberries and the mix of traditional spices. The final product is ready to eat
normally after letting the pickle rest for about two days to bring out the aroma
Ginger Pickle
Nirapara Ginger Pickle is another South Indian favorite. South Indian pickles tend to
be a lot spicier than the north Indian varieties of pickles. It is prepared using peeled
and shredded or crushed ginger soaked in tamarind pulp and a whole lot of traditional
spices are added to it.
Nutmeg Pickle (Bottle)
Authentic spicy pickle made from Nutmeg with aromatic spices. Non-natives may not
have heard of the nutmeg fruit, much less of nutmeg pickles. The species is available a
plenty in Kerala.
Kaduka Mango Pickle
Kadumanga pickle is every Keralites favorite and is a must for sadya. Its spicy and
tangy taste is liked by all and hence it is such a famous dish.
Hot Lime Pickle
Nirapara Hot-lime Pickle or also just known as lime pickle is among the most
commonly consumed pickles in India. The hot and tangy flavours make it a very
common dish enjoyed by all. Though lime pickles are relatively easy to prepare, they
are not edible for at least a few weeks. Only over time, the thick skin of the lime
softens and the flavours are fully absorbed. Nirapara brings to your table carefully
prepared and aged Hot-lime Pickle, perfected to add an extra zing to any home cooked
meal.
Garlic Pickle
Garlic Pickle, a melange of flavors marinated with garlic combined with spices, to
make a rich, complex, bold spicy pickle.

Tender Mango Pickle
Nirapara Tender-mango Pickle is a delicacy unique to Kerala. This amazing pickle is
true to its name and is made from tender, young, unripe mango. Like most pickles,
tender-mango pickles are prepared using traditional spices and edible oil. Unlike most
other pickles, it is aged ideally in the traditional pickle urns for at least a week.
Nirapara Tender-mango pickles ensures that the tender mangoes remain unwrinkled
and soaked thoroughly in the spice and salt mixture that is used to preserve it
Ginger Pickle
Nirapara Ginger Pickle is another South Indian favourite. South Indian pickles tend to
be a lot spicier than the north Indian varieties of pickles. It is prepared using peeled
and shredded or crushed ginger soaked in tamarind pulp and a whole lot of traditional
spices are added to it.
Prawn Pickle
True to its fishing roots and its coastal tradition of pickling seafood, Nirapara Prawn
Pickle delivers the goodness of Kerala spices prepared with fresh prawns. These fresh
prawns are de-shelled and deveined which are cooked in a rich mix of Indian spices
and allowed to cool and soak for a few days before it is bottled for consumption.
Nirapara Prawn Pickle offers ready to eat pickle packed with the best fresh prawns and
spices. It is normally consumed as an accompaniment with rice based meals or any
Indian bread.
Cut Mango Pickle
Cut-mango Pickle gets its name from the way mango pieces are sliced into big cubes
to be pickled. They are commonly served at hotels and at home as an accompaniment
with rice meals. Nirapara Cut-mango pickle uses the best quality mangoes and pure
edible oil in preparing this product.
Mussels Pickle
An authentic home-style pickle made from Mussels with aromatic spices. Mussels
pickle is the best tasty pickle from Nirapara which is among famous Kerala pickles to
stimulate your taste buds.

2.3.6 Other Products
Nirapara Other Product Range
Palada Mix Vermicelli Cheer Mix
AvalosePodi Instant Rosted Palada Mix
MattaAval Rice Ada
White Aval Coconut oil
ChukkuKappi Coconut Chutny Powder
Comboge Tamarind
Table: 2.3.6
Palada Mix
Palada Mix is a traditional delicacy of Kerala, the preparation of which is laborious,
time consuming and requires professional skill. Enjoy the tongue tickling traditional
delicacy of Kerala in a few minutes.
Vermicelli cheer Mix
This is one of the easiest Payasam recipes that can be prepared in just 20 minutes.
Whether it is a festive occasion or a regular day, with Nirapara Vermicelli cheer mix,
you can just prepare this easy Indian sweet dish to make your day special.
Instant Roasted Palada Pradhaman
With Nirapara roasted Palada pradhaman mix, this simple, convenient recipe, will
ensure that you enjoy the same great taste in a matter of minutes.
Instant Ada Pradhaman
With Nirapara Ada pradhaman mix, this is simple, convenient recipe, will ensure that
you enjoy the same great taste in a matter of minutes.
Instant Wheat Payasam
With Nirapara Wheat Payasam mix, this is simple, convenient recipe, will ensure that
you enjoy the same great taste in a matter of minutes.

Rice Ada
Avoid the time consuming and length, Ada making process to the easiest delight by
using Nirapara Rice Palada for preparing the sweet delicacies.
Avalosepodi
Avalosepodi is a rice powder dish that can be used to prepare aviloseunda (a sweet
dish). Aviloseunda used in Kerala as a snack.
Matta Aval
Aval upma is one of the easy and healthy breakfast recipes. Many people like the
recipe’s simplicity and amazing flavours. A lot of people love all the dishes that are
made with flattened rice. Even a soaked sweet version of can be eaten as snack in the
evenings.
White Aval
Aval upma is one of the easy and healthy breakfast recipes. Many people like the
recipe’s simplicity and amazing flavours. A lot of people love all the dishes that are
made with flattened rice. Even a soaked sweet version of can be eaten as snack in the
evenings.
Tamarind
The tamarind is best described as sweet and sour in taste, and is high in acid, sugar, B
vitamins and, oddly for a fruit, calcium. The fruit pulp is edible. The hard green pulp
of a young fruit is considered by many to be too sour, but is often used as a component
of savory dishes.
Comboge
Kudampuli is known for its medicinal values in ayurveda. It helps to promote
digestion, and a decoction (kashayam) made out of it is used against Arthritis and
some uterine diseases.
ChukkuKappi
ChukkuKappi is herbal medicinal decoction using pungent spices like dry ginger,
peppercorns, cumin and an aromatic herb like tulasi flavored by coffee or tea. It is
quite strong and spicy and sweet which helps alleviate cough and cold, mild fever,

throat infections and nasal congestions. This is the simplest of Kashayam (A type of
ayurvedic medicine) which you can make at home.
Dosa/Idly Chutney Powder
When your taste buds look for the much needed punch this flavorful coarsely
powdered condiment / Chammanthipodi comes to the rescue to finish off your
meal.Yet another treasure hostelites bring and savor till they get back home and have
fresh home cooked meal. It can be mixed with ghee, cooking oil or yogurt and served
alongside South Indian dishes such as idli, dosa, chapati and rice.
Coconut Chutney Powder
fresh home cooked meal. It can be mixed with ghee, cooking oil or yogurt and served
Prawn Chutney Powder
fresh home cooked meal.. It can be mixed with ghee, cooking oil or yogurt and served

3.1 ORGANIZATION CHART
Chairman
Vice Chairman
General Manager
HR
Executive
Purchase
Manager
Export
Manager
R&D
Department
Purchase
Assistant
ChemistStore
Keeper
Helpers
DriversMicro
Biologist
Quality
Controller
Vehicle
Manager
Production
Manager
HR
Manager
Finance
Manager
Marketing
Manager
IT
Department
IT Admin
IT
Assistant
Assistant
HR
Manager
Plant
Manager
Supervisors
Cost
Accountant
Cashier
Area Sales
Manager
Sales
Executives

3.1.1 REVIEW ON ORGANIZATIONAL STRUCTURE
An organizational structure defines how activities such as task allocation, coordination
and supervision are directed towards the achievement of organizational aims. It can
also be considered as the viewing glass or perspective through which individuals see
their organization and its environment. Organizations are a variant of clustered entities.
An organization can be structured in many different ways, depending on their
objectives. The structure of an organization will determine the modes in which it
operates and performs. Organizational structure allows the expressed allocation of
responsibilities for different functions and processes to different entities such as the
branch, department, workgroup and individual.
Organizational structure affects organizational action in two big ways. First, it
provides the foundation on which standard operating procedures and routines rest.
Second, it determines which individuals get to participate in which decision-making
processes, and thus to what extent their views shape the organization‟s actions.
One of the key examples of how the importance of organizational structure impacts an
operation is the creation of specific job positions within the organization and the
assignment of responsibilities to each of those positions. Without clear assignments,
both employees and managers would be limited in how to respond and carry out
essential tasks. By establishing the positions and determining how they work in
tandem, order is brought to the operation, allowing the enterprise to effectively pursue
its goals.
3.1.2 DEPARTMENT DETAILS
The organization is made up of different departments. Departmentalization is the
process of grouping of various activities in to separate unit or departments. A
department is a distinct section of the business establishment concerned with a
particular group of business activities. The actual number of departments in which a
business house can be divided depends upon the size of the establishment and in nature
 Increase the efficiency of the enterprise since various activities are grouped in
to workable units.

 It tenders the task of fixation of accountability for results very easy since
activities are well defined and responsibilities are clearly laid.
 It provides for fixation of standards for performance appraisal and thus, ensures
effective control.
 It creates opportunity for the department heads to take initiative and thus
develops managerial facilities.
3.1.3 GENERAL MANAGEMENT PRACTICE
The development of the organization can be achieved through the development of the
people of the organization. So we can say that workers are the backbones of the
organization. The impressive level of productivities in KKR Group of company and
highly committed and disciplined workforce, leads to impressive levels of quality. For
the sustainability of every business it is necessary to have productivity, efficiency, and
profitability. The company gives importance for employee welfare and individual
development. The organization promotes the concept of participative management,
especially in the quality circle, employee suggestion scheme etc.
The general management practices of KKR group of companies consist of planning
process, decision making process, information systems, communication systems,
control mechanism, duties and responsibilities of the top level managers etc.
 PLANNING PROCESS
Planning is one of the crucial functions of management. It is basic to all other
functions of management. There will not be proper organization without proper
planning. It states the goals and means of achieving them. Planning process consists of
setting up of business objectives and allocation of resources for achieving them.
Planning determines the future course of action for utilizing various resources in a best
possible way. It is a combination of information handling and decision making systems
based on information inputs, outputs and a feedback loop. In KKR group of
companies, the planning process had been done through various departments. For
example, in the cases of marketing, the sales executives have to submit the day to day
report about the sales to the sales manager and the sales manager analyze the report for
further suggestions. Besides the above departmental planning process, there is a

separate department called Research and Development department and they focus on
finding new opportunities and the implications of present standards.
 DECISION MAKING PROCESS
The company gives importance for employee welfare and individual development of
them. The organization promotes the concept of participative management, especially
in quality circle, employee suggestion schemes etc. Management by objectives is one
of the successful decision- making concepts adopted on KKR group of companies. But
in some circumstances where the management has to keep some matters as
confidential, the concept of management by objective is not applicable and the top
level management committee takes decisions on those matters.
 INFORMATION SYSTEMS
The company has various suppliers and distributors for their products and services. So
the company collects the information from them and also through the department
called Research and Development. Also in the case of external information system and
in the case of internal information system they are using the Tally 9 software for the
accounts department, and the other matters are passed through documents in printed
format.
 CONTROLLING PROCESS
In KKR Group of companies, controlling is considered as the major duty of the
management. The manager is responsible for whatever work assigned to him. Control
is mainly the function of line organization but manager may ask for data from staff
personnel. The control system in the company consists of:
 Setting up of standards
 Monitoring the actual performance
 Comparing actual with the standards
 Taking corrective actions
The control systems in KKR Group of companies involves budgetary control,
inventory control, cost control, statistical data analysis etc.

3.1.4 DUTIES AND RESPONSIBILITIES OF TOP MANAGEMENT
The major duties and responsibilities of top management to perform are:
 Proper utilization of resources
 Improving performance
 Productivity, profitability and efficiency
 Mobilizing best talent
 Setting the company‟s values and standards;
 Setting strategy
 Providing entrepreneurial leadership
 Future plans
 Controlling
 Decision- making
 Problem solving
3.2 DEPARTMENTS
KKR Group is a successful and popular rice mill and is accepted not only in India but
also foreign countries like UAE, Australia and Singapore etc.The company has various
departments. The functional departments of KKR Group of Companies are:
1. Production Department
2. Human Resource Department
3. Finance & Accounts Department
4. Marketing Department
5. Purchase Department
6. Quality Control Department
7. Information System Department
8. Export Department
9. Vehicle Department
10. Research and Development Department
Role and Responsibilities of Manager
To achieve and exceed the assigned objective by ensuring, that each and every
member of the team achieves his or her respective objective. A good manager has the
capability to get people of ordinary ability to perform in an extraordinary manner.

 Works with others
 Develop good relationship with employees
 Ensuring achievement of assigned team‟s and individual team member‟s
objectives
 Decision making capacity
 Focus on brands/new products
 Distribution channel management
 Timely reporting and feedback
 Developing team members
 Market Development
 Market intelligence
 Strong customer focus
 Planning monitoring and controlling
 Appraising and reviewing
 Managing all departments

3.2.1 PRODUCTION DEPARTMENT
The production is the largest department of the company. The Production Department
of KKR Group (Nirapara) has well experienced staff members starting from functional
head, Department head, coordinator, supervisors, machine operators and workers. The
production is mainly concentrated on the batch production process. The main role of
production is to turn inputs (raw materials) into outputs (finished goods).Outputs refer
to a finished product or service and inputs are the materials that are needed to
manufacture the products. The Production Department is responsible for ensuring
quality. Quality is achieved in each item produced and KKR Mills have a separate
quality control department they can check the quality of products. They will need to
carry out inspections and implement suitable quality initiatives. This is one of the
major duties of this department because if mistakes are made on products, customer
satisfaction will be decreased. Both aspects will lead the company to a loss. Quality
checking and assurance is carried out every day on a number of occasions to ensure
that the production process is working efficiently and effectively.
Figure 3.2.1
General Manager
Production Manager [Pickle]Production Manager [Rice]
Production Manager [Flour]Production Manager
[Curry Powder]

KKR Mills have separate production units in different place like Okkal, Kanjoor,
Chelamattom, all the production units are coordinated by the head office. But all the
production units have separate production departments. These departments are headed
by the production manager. In each of the rice mill and flour mill they have separate
production manager. Under the production manager of each production units they have
separate supervisors and other workers. They are producing the high quality rice and
each point they have quality checking. The products are sold under the brand name of
“NIRAPARA”.
3.2.1.1STRUCTURE OF PRODUCTION DEPARTMENT (RICE FLOURS & PICKLE)
Figure 3.2.1.1
Functions of production department
Production is the functional area responsible for turning inputs into outputs through a
series of production processes. The production manager is responsible for making sure
that raw materials are provided and made into finished goods effectively. He or she
must make sure that work is carried out smoothly, and must supervise procedures for
making work more efficient and more effectively.
 Overseeing the production process, drawing up a production schedule.
 Establish points of inspection test at selected point in the production process.
Production Manager
Plant Manager
Production
Executive
Machine
Operator
Assistant
Packing
Supervisor
Assistant
Machine
Supervisor
Maintenance
Supervisor
Store
Keeper

 Ensuring that the production is cost effective.
 Making sure that products are produced on time and are of good quality.
 Monitoring product standards and implementing quality-control programmes.
 Estimating costs and setting the quality standards.
 Monitoring the production processes and adjusting schedules as needed.
 Being responsible for the selection and maintenance of equipment.
 Working with managers to implement the company's policies and goals.
 Supervising and motivating the workers.
3.2.1.2 STRUCTURE OF PRODUCTION DEPARTMENT (RICE)
Figure 3.2.1.2
Corporate Office
Production Manager
Office Staff
Boiler
Operation
Electric
Maintenance
Department
Supervisor
Machine
Maintenance
Department
Paddy
Inspection
Supervisor
Milling
Supervisor
Packing &
Dispatch
supervisor
Parboiling
Supervisor
Labour
Contractor
Labours
Milling
Operators
Packing
Supervisor
Parboiling
Operators
Labors Helpers Labors

RESPONSIBILITIES OF THE KEY PERSONS IN PRODUCTIONDEPARTMENT
Production manager
 Plan the production as per the target allotted for the month.
 Check and verify the process sheet.
 Ensure proper operation and maintenance of all machines.
 Prepare monthly salary statement and handover it to the accounts department.
 Maintenance of attendance registers for the production staff.
 Ensure leave sanction of employees and forward to HR Department.
Plant manager
 Monitoring maintenance of plant and coordinating of training
 HACCP/ISO coordinator
 Project and expansion work
Packing and dispatch section supervisor
 Final inspection of rice and ensure proper bagging in time
 Ensure proper dispatch and keep record
Paddy supervisor
 Paddy inspection.
 Godown inspection.
 Unloading.
Par boiling supervisor
 Paddy pre cleaning, paddy par boiling and process control
 Proper drying of paddy
 Housekeeping of dry place
Milling supervisor
 Supervise milling operations
 Ensure all outsourced items are received at the respective godown
 Inform the purchase department regarding the position of stock

Mechanic head
 Ensure proper maintenance of allequipment
 Maintain a register for schedule of maintenance
 Maintain a register for oiling and greasing
 Maintain a register of repairs
 Ensure proper maintenance of generator and air compressor
Milling operators
 Process control and maintenance process chart
 Housekeeping and record the shifting time
 Check the impurities and record the number of tonnage
 Record the production hour
Operator par boiling
 Pre-cleaning of paddy and check working of all machines
 Check all parameters of soaking, boiling and drying
 Check the moisture of paddy after drying
 Maintain the process sheet and enter the details
Quality assurance
The company follows stringent hygienic measures which are applied with regular
laboratory testing. Nirapara has also achieved the highest ranked approvals for quality
like the Hazard Analysis Critical Control Point (HACCP), ISO 9002 certification and
ISO 22000 certification. The company ensures that superior standards are at every
level- right from processing raw materials to packing the final product.

3.2.2 HUMAN RESOURCE DEPARTMENT
Human Resource Department of the organization caters to the need of both employees
and workers of the organization, resulting in a good relation between employers and
workers. The development of an organization can be achieved through the
development of the people of the organization. So we can say that workers are the
backbones of the organization. The impressive level of productivity is a hallmark of
KKR groups of companies and today the company have highly committed workforce
which leads a high degree of productivity with impressive levels of quality. The
company gives importance for employee welfare and individual development.
Human Resource is the backbone of every organization. It is a fact that the people are
vital for the effective operation of a company as human minds and efforts are the
maindriving force behind any business or industry. Managers often say that the people
or work force is their most important asset. Without a human resource department, an
organization can be compared with a ship without radar. To a large extent the success
of an organization depends upon the efficiency and effectiveness of the human
resource department.
3.2.2.1 STRUCTURE OF HR DEPARTMENT
Figure: 3.2.2.1
HR Manager
Assistant HR
Manager
HR Executives

Shift system
 General Shift - 9:00 AM to 5:00 PM
 Production Shift - 8:00 AM to 4:30 PM
4:30 PM to 11:30 PM
11:30 PM to 7:30 AM
Attendance system
 Biometric attendance machine for office staffs
 Normal attendance register for workers
Promotion
The employees are promoted on the basis of performance appraisal, seniority and
qualification. Promotion helps to increase morale and loyalty of the workers.
Leaves
 Casual leave
 Sick leave
 Earned leave
Objectives of human resource management
 To help the organization reach its goals
 To employs the skills and abilities of the workforce efficiency
 To provide the organization with well-trained and well-motivated employees
 To increase job satisfaction and self-actualization within the employees
 To develop and maintain good quality of work life.
Functions of HR Department
 Human Resource Planning
 Recruitment and Selection
 Training and Development
 Wage and Salary administration
 Performance Appraisal
 Promotion and Transfer

 Job design and job evaluation
 Provide safety and welfare schemes
 Financial and non-financial incentives
 Maximum utilization of man power
The major activities of HR Manager include performance appraisal, employee welfare,
disciplinary proceedings, etc. The legal issues are also carried out by the Human
Resource Manager.
1. Man power planning
Manpower, Personnel or human resource may be regarded as the quantitative and
qualitative measurement of workforce required in the organization. Man power
planning aims at ascertaining the manpower need of the organization both in number
and kind. Here each department informs the personnel department about the manpower
requirement. Personnel department takes decision to select either internally or
externally.
2. Recruitment and selection
Recruitment is the process of searching for prospective employees and stimulating
them to apply for jobs in an organization.
Selection is a negative process because it aims at rejecting the recruited employees.
After receiving various applications the selection procedure starts, written test,
personal interview, group discussions etc. are done for selecting for the most suitable
candidates.
3. Training and development
Training and development is important because it leads to an optimum utilization of
the human resource in the firm. Human resource management regards training and
development as a function concerned with organizational activity aimed at bettering
the job performance of individual and groups in organizational settings. Training and
development is an educational process which involves the sharpening of skills,
concepts, changing of attitude and gaining more knowledge to enhance the
performance of employees.

4. Wage and Salary administration
One of the most important factors to be taken care of human resource management is
the amount of remuneration to be paid to an employee according to their work. Salary
increments are made on the basis of performance. The workers are paid according to
scale. Wages and salary administration is concerned with establishing sound policies
and practices of employee compensation.
5. Performance appraisal
There may be some differences in the quality and quantity of work done by different
employees even on the same job. The basic purpose of performance appraisal is to
facilitate orderly determination of an employee‟s worth to an organization which
he/she is a part. The immediate supervisor evaluates the work of the subordinate.
6. Maintain good labor management relationship
Labor relations are a relationship between the management and the employees. It is the
most sensitive aspect in every company. It can either make or break a firm. Some
companies have a very good relation as to their workers and provided them with
excellent benefits for the betterment of the latter‟s standard of living. KKR group
maintain a good labor relationship management.
7. Promotion and transfer
Employees are given promotions to the higher post and positions are said when
vacancies are available, when new posts are created at the higher level. This promotion
policy is based on merit, seniority, ability or its combination. The selection board
submits recommendations of promotions to the Managing Director.
Transfer is movement of an employee from one job to another without involving any
substantial change in this duties, responsibilities and status. Promotion has a number of
objectives such as moving of employees to position with higher priority in terms of
organization goals, placing employee in positions more appropriate to their interest or
abilities or filling department vacancies with employee from over staffed departments.

8. Labour management relations
For the smooth operation of any organization, it is crucial to have good labor-
management relations. HR Department has to ensure that these relations are cordial. In
case of any labor-management conflict, the HR Department will play a vital role in
bringing both management parties to the negotiation table and resolving the issues.
The management view that the success of the company depends on healthy
relationship between the management and staff. The management encourages
employee participation in the overall activities of the company. The management of
KKR Group has a good relationship with the workers, so there is no trade union in the
company
9. Provide safety and welfare schemes
Welfare includes anything that is done for the comfort and improvement of employees.
Welfare helps in keeping the morale and motivation of the employees. The welfare
measures may not be in monetary terms only but in any kind. The KKR group of
companies provides the following welfare activities for their employees;
 Lodging facilities
 Accident insurance
 Transportation facilities
 Canteen facility
 Uniform, shoes, helmet, safety belts, etc.

3.2.3 FINANCE DEPARTMENT
Finance is the life blood of every business. The operations of business cannot be
carried on without adequate financial resources. So it is essential for a firm to ensure
the availability of funds when it is required. Finance is concerned with acquisition and
utilization of capital in meeting the financial needs and the overall objectives of a
business enterprise. Management of finance broadly concerned with acquisition and
use of funds by business firms. In „Nirapara‟ both finance and accounts department
comes under the finance department, these are handling by the finance manager.
Accounting may be considered as the language of business. The basic function of
accounting is communicating the results of the business operations to various parties
interested in it. Accounting is an art of recording, classifying, summarizing of business
transactions, which is of a financial character and are expressed terns of money.
3.2.3.1 STRUCTURE OF FINANCE DEPARTMENT
Figure: 3.2.3.1
Finance Manger
Bank
Section
Assistant
Cashier
Accountant
Internal
Auditor
CashierCost
Accountant
General Manger
Chairman
Vice Chairman

Functions of finance department
 Forecasting, budgeting and strategic planning
 Accurately projecting the company‟s financial performance
 Controlling cost through internal auditing
 Developing business plans and models for the growth of the company
 Funds management
 Taxation
 Internal audit
 Payment collection of all departments
 Determining the source of funds (Equity share, preference share, debentures)
 Preparation of financial report
 Expenses analysis
 Banking relationship
 Acquisition of Funds
The finance manager is the head of the finance department, provides various financial
information for taking decisions. Working capital management is another main
function of the department.
Cash Management
Cash management system is one of the key areas in any business. Cash is the common
denomination to which all current assets can be reduced.
Credit Control Function
A trade credit arises when the company sells its products or services on credit and does
not receive cash immediately. A company grants credit to protect its sales from the
competitor and to attract the potential customers also.
Planning of Funds
Planning of funds is a careful estimate made by the manager about the total funds
required, which includes both fixed and working capital requirements. This estimation
is done by observation the physical activities of the company.

Allocation of Funds
Providing the funds to proper department at proper time is also an important task to be
done by financial manager.
Recording of Transactions
Each and every transactions of the company are recorded first in journal and posted to
ledgers.
Working Capital
Working capital refers to the amount required to meet the day to day operations of the
business.
Auditing
The auditing work is done by Charted Accountant. Auditing report will be submitted
in the year ending. There is an internal auditing system which is done by the internal
auditor.
Ratio Analysis
Ratio analysis is most widely used techniques of financial analysis. Ratio analysis was
perhaps the first financial tool developed to analysis and interprets the financial
statement.
RESPONSIBILITIES OF FINANCE MANAGER
 Cash arrangement
 Maintain credit for distribution
 Immediate draft and cheque are provided as per the requirement
 Day to day company expenses are maintained
 Yearly return, sales return, auditing
 ISO auditing will be made in every six month
 Providing finance advance and support to make business decision
 Analyses change and advancing accordingly
 Formulate strategic and long term business plan

RESPONSIBILITIES OF COST ACCOUNTANT
 Ascertain the cost per unit of different product manufactured by a business
concern
 Provide a correct analysis of cost both by process or operations and by different
element of cost
 Helps in preparation of budget and implementation of budgetary control
 Advice management on future expansion of policies and proposed capital
project
 Wide management in the formulation and implementation of incentives, bonus
plan based on productivity and cost savings
 Organize the internal audit system to ensure effective working of different
departments
 Organize the cost reduction program with the help of different department
managers
 Supply useful data for management in order to take various financial decisions
 Helps in supervising the working of punched cards accounting or data
processing through computers
Need of an accounting system
An accounting department provides accounting service and financial support to the
organization. It belongs to the department records of accounts payable and receivable,
inventory, fixed assets and all other financial elements. The department accounts
review of the each department to determine the company‟s financial position and any
changes required to run the organization cost effectively.
Advantages of accounting
 Beneficial to interested users of accounting information
 Systematic recording to data is possible.
 Act as an information system
 Helps in ascertaining financial position of the company
 Possible quantitative information

The company act 1956 lay down certain principles regarding the accounting of the
company. Every company of India has to keep an accounts department to maintain
correct and adequate data. Accounts department usually considered a part of financial
operators of the company.
RESPONSIBILITIES OF ACCOUNTANT’S MANAGER
 Handling funds
 Customers service and relaying information to others within the company,
clearing up misunderstandings or miscommunication and to make sure
everyone knows exactly what’s going on at all times
 Provide sources of information needed at any given time without delay
 Preparing trial balance, trading account, profit and loss account and balance
sheet
 Effective cash management
 Passing adjustment and rectifying entries
 Stock verification
 Monitoring the products and production process to keep things on schedule.
SYSTEM OF ACCOUNTING IN KKR GROUP
The companies prepare accounts on the basis Factory Act 1948. They prepare various
accounts. They are:
 Journals
 Ledger
 Cash book
 Sundry debtors accounts
 Trial balance
 Profit and loss account
 Balance sheet

3.2.4 MARKETING DEPARTMENT
Marketing is the process by which companies determine what product or services may
be provided to customers, and strategy to use in sales, communication and business
development. It is an integrated process through which companies create value for
customers and build strong customer relationship in order to capture value from
customers in return. The term marketing concept holds that achieving organizational
goals depends on knowing the needs and wants of the target markets and delivering the
desired satisfaction. It proposes that in order to satisfy its organizational objectives, an
organization should anticipate the needs and wants of consumers and satisfy these
more effectively than competitors.
After production process the products are being sold in the market according to the
orders taken by Marketing Department. The Marketing Department studies the market
and the target customers, decides the best way to reach these customers, and works
with the rest of the company to help determine the new product needs of the market.
The firm does continuous market research, which helps the firm in planning and
executing marketing strategies for the future course of action. It also helps in analyzing
the buyer habits, popularity of product, and effectiveness of advertising media. It also
helps to collect information about marketing problems and opportunities
The KKR Group of companies has a number of diversified products in competitive
markets. The marketing department works as a separate company within the business
enterprise and deals with the sales. Marketing is the distinguishing unique function of
the business. Marketing department plays a vital role in the success of the Nirapara
group. They mainly focuses on the customer satisfaction and the department is
responsible for influencing the level, timing, composition of customers demand in a
manner that will achieve company objective.
OBJECTIVES MARKETING DEPARTMENT
 Developing marketing strategies.
 Capturing marketing insights.
 Building strong brand image.
 Delivering value to consumer

3.2.4.1 STRUCTURE OF MARKETING DEPARTMENT
Figure: 3.2.4.1
3.2.4.2 CHANNELS OF DISTRIBUTION
The varied products are supplied to all retail outlets all over Kerala. Direct marketing
system is followed. The company is also having a small outlet for the sales of the
products. The main dealers include the supermarkets, wholesale buyers, grocery shops,
etc.
Marketing Manager
Sales Manager
Area Sales
Manager
[North]
Area Sales
Manager
[South]
Area Sales
Manager
[Central]
Sales Executive
Sales
Representative
Sales Executive Sales Executive
Sales
Representative
Sales Executive
Sales
Representative
Sales
Representative
Area Sales
Manager
[Others]
Chairman
General Manager

STRUCTURE OF CHANNELS OF DISTRIBUTION SYSTEM
Figure: 3.2.4.2
FUNCTIONS OF MARKETING DEPARTMENT
 Promotion of planning
Communicate to the customers, general public and other through some type of
advertising, public relations, personnel selling and sales promotion.
 Marketing management
Planning, implementing and controlling the marketing program (strategy) and
individual marketing functions; appraising the risk and benefits in decision making,
and focusing on total quality.
 Production planning
Developing and maintaining products, product assortment, product image, brands,
packaging and optional features and deleting faltering products.
 Distribution planning
Forming logistical relationship with intermediaries, physical distribution, inventory
management, warehousing, transportation, allocating goods and services, wholesaling
and retailing
Manufacturer
Wholesalers
Retailers
Consumers

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