KANWAL FOODS AND SPICES PVT.LTD( JAMMU AND KASHMIR)

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INTERNSHIP PROJECT REPORT ON
“MARKETING POSITION, SALES AND DISTRIBUTION
CHANNEL OF
KANWAL FOODS AND SPICES PVT. LTD”
SUBMITTED BY: SUBMITTED TO:
MOHAMMAD YASEEN DAR KANWAL FOODS AND
REG:11715830 SPICES PVT.LTD
LOVELY PROFESSIONAL UNIVERSITY. (KASHMIR)
K
IN PATIAL FULLFILLMENT FOR THE AWARD OF
THE BACHOLERS OF BUSINESS ADMINSTRATION

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ACKNOWLEDGEMENT
The intern in “Kanwal Foods and Spices” has been given to me as part of
the curriculum in 2- Years Master’s Degree in Business Administration.
I have tried my best to present this information as clearly as possible.
I would like to express my gratitude to my parents for their direct/indirect
support during the entire project.
I would like to express my thanks to all those who gave me the chance to
complete this project. I would like to thank my Institute authorities & my
internal guide for providing me the opportunity to work with one of the most
admired organization. I want to thank to my teacher for giving me permission
to begin this project in the first instance, to do the necessary research work &
to use departmental data & resources. I would like to thank my mentors of
Kanwal Foods and Spices, MR. Syed Ubaid UL Haq who guided me very
well with their experience and useful suggestions which helped me in
completing this training successfully and gain valuable knowledge about
FMCG sector. I am also thankful to other staff of Kanwal Foods and Spices
they support me at every step of my intern and where good supportive.

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DECLARATION
I hereby declare that the project work entitled “Marketing Positioning and
distribution channel of Kanwal Products” submitted to Mittal School of
Business, Lovely Professional University-Jalander is prepared by me. All the
outcomes are result of my personal efforts from 1 June to 20 July 2018. The
information incorporated in this project is true and original to the best of my
knowledge.
This work has not been submitted to any other university institute.
Mohammad Yaseen Dar
11715830
MBA (2017-2019)

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TABLE OF CONTENTS:
S.NO CHAPTERS PAGE NO.
Chapter one 07
1 Introduction of industry 07
Chapter Two 10
2
3
Introduction of topic
Objectives, Specific objectives and Scope of Study
10
11
Chapter Three 12
4 Research methodology 12-14
Chapter four 15
5
6
Introduction of the company
Products of company and Product Mix
Products Available in Two verities
15-17
17-26
27
Chapter Five 28
7
8
9
Marketing activities, CSR and Sources of ingredients
Future Plans and Challenges faced by Company
Human Resources, departments and Packaging
28-29
30-32
33-34
Chapter Six 35
10 Distribution channel and position against competitors 35-38
Chapter Seven 39
11
12
13
14
Findings
Conclusion
Recommendation
Questioner
39-45
46
46+-47
48-52

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LIST OF ABRIVATIONS:
S NO. ABBRIVATIONS FULL FORMS
1 U.S.A United States of America
2 ISO International Organization for Standardization
3 M.D.H Mahashian Di Hatti
4 MR. Mister
5 MBA Master’s in Business Administration
6 Pvt. Private
7 Ltd. Limited
8 HACCP Hazard Analysis and Critical Control Points
9 MSME Micro, Small and Medium Enterprises
10 ITID Information Technology Industry Development
11 BIS Bureau of Indian Standards
12 G & KG Grams and Kilograms
13 JKTDC Jammu and Kashmir Tourism Development
Corporation
14 VSB Vishno Devi Shrine Board
15 TDS Total Dissolved Solution
16 CSR Corporate Social Responsibility
17 MOU Memorandum of Understanding
18 KVIB Jammu and Kashmir Khadi and village Industry
board
19 FSSAI Food Safety and Standards Authority of India

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LIST OF TABLES AND GRAPHS:
S NO. TYPE OF CONTENT PAGE NO.
1 Pie Chart 7
2 Pie Chart 8
3 Pie Chart 9
4 Simple graph 24
5 Simple Graph 30
6 Simple graph 32
7 Pie Chart 33
8 Column Graph 34
9 Table and graph 39
10 Table, Graph and Table 40
11 Graph and table 41
12 Graph and Table 42
16

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CHAPTER NO 1
INTRODUCTION OF INDUSTRY
The major exporting countries of spices in the world are India and China. The countries
which are major importing of spices are USA and Europe. Its market is growing at a rate
of 7% per year. Approximately the global business of spices is near about 12 Billion USD.
Since, The Indian sub-contents are attracting spices traders from Europe countries and also
from East Asia. As per current ear the biggest markets which are considered for spices and
herbs are United States of America and Europe. Under spices world trade ginger, garlic,
Turmeric, chilli, cinnamon, Black powder, pimento, cloves and cardamom are the vital
important spices. The spices trade is one of important in spreading knowledge and culture.
34%
22%
17%
14%
5%
4%
3
1
SPICES MARKET CONTRIBUTION ACROSS GLOBE
PEPPER
CHILLI
SEED SPICES
TREE SPICES
TURMERIC
GINGER
CARDAMOM
VANILLA

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TOP EXPORTERS AND SHARES OF TRADE IN 2016:
India produces 75 percent of the total 109 varieties listed by the international organization for
Standardization (ISO) and accounts for half of the global trading of spices
 India is well known in entire world not because of the bulk production and different varities
but because of well quantum of aroma, taste and texture.
 India has different climatic conditions in different tropical areas due to that all spices grow
splendidly in India.
 During the last 5 years the production of spices has been increasing constantly and spices have
also contributed very important role in the economy of country.
 Spices business is oldest form of business and has been one of the important forms commerce.
Like other trade spices business connect many people and helped in growth of Global contact.
21%
12%
9%
7%5%
5%
4%
3%
3%
3%
28%
CONTRIBUTION
INDIA CHINA INDONESIA MADAGASCAR NETHERLAND GERMANY
SPAIN BRAZIL SRI LANKA GUETAMALA OTHER

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 India has the largest capacity for spices in the entire world and is a largest producer and exporter
of spices in the whole globe.
 India is holding 20% of the world trade and within the Indian agri export basket the rank of
spices is 7th
.
Market Share of Companies in India:
Everest is a marketing leader in spices in India followed by Mahashian Di Hatti (M.D.H.)
M.D.H MASALA
12%
EVEREST MASALA
13%
OTHERS
75%
INDIAN MARKET SHARE

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CHAPTER NO 2
INTRODUCTION
I have worked under the Marketing Department of Knawel Foods and Spices for 1
and a half month.
As per my internship program is concerned it is a curriculum part of my MBA degree program
under the assigned faculty of Mittal School of Business, Lovely Professional University whose
name is MR. Ajay Kulkar.
The name of my project topic is “Marketing positioning, Sale and Distribution Channel
of Knawel Foods and Spice Products” in Kashmir. As many other Spices Company introduced
various types of Spices in the Market and many become successful in market with the help of
some marketing plan or because of research.
The purpose of this is to put our self into actual world era where we can have the real
experience of real working environment and understanding of how and what extent theoretical
knowledge is actually implemented in working situation.
As we know that the positioning of means the perception of customers and consumers
towords the products of a particular company. To check the positioning of Kanwal Products I
went to the various retailers and wholesalers and I also interacted with customers and consumers
there. There I got to know that products of Kanwal are different from its competitors like
Rehmat, Catch, Everest, Aarfah, Aadfar etc., we know that companies emphasise to infuse
different features and elements in their products and brand or mostly create suitable position
through the marketing mix.
As a student of Management we all know that once the product has got a strong position,
it’s very difficult to reposition it. Same thing has used by Kanwal, it positioned its Products very
fairly using the most powerful tool of marketing concept. It has strong positioning in customers
mind if we analyse the reason that is its Product Quality. Kanwal is very strict towords its
quality of products and brand image in market.

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Objectives of the report:
 To implement the knowledge as well as experience gathered during the internship
 To witness the activities of distribution Channel of Kanwal Foods and Spices
 To make familiar about the market position of Kanwal Foods and Spices
 To check the satisfaction level of wholesalers as well as customers
 To become familiar about the factors which push customers to by Kanwal Products
Specific Objectives:
 To demonstrate various fields of the organization
 To know the perception of customers about the products
 To study and understand the concept and process of marketing
SCOPE OF THE STUDY:
The scope of this study is was to know the position of Kanwal Products in minds of customers
based on various factors such as quality, availability of products, flavour, taste, size and brand.by
this it also help us to know the brand awareness of its products. We can also find out from it, the
preference of customers over its rivals in the market. The study also helps us to know the
diversity of its products. To make improvements in target areas and to enhance the performance
of various departments.

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CHAPTER NO 3
Literature Review:
P Senthikumaran and A.Amudhavalli (Sep, 2007) spice give aroma and flavour to food. Spices
are used for various purposes and besides seasoning food are used in perfumery cosmetics and
medicines. The spice board of India government has categorized the spices into 52 kinds and
five broad categories in terms of their origin and feature. The categories include major, seed tree
herbal and other. Under this there is publications output on spices at global level and
publications output in the field of spices research amongst the Asian countries during the last
thirty five years
Dr, Lakshmi (June, 2014)Disease of the oral cavity can happen in any age group there is no
particular age group for it. The root cause of these diseases are microorganisms and in order fix
it, it needs anti-microbial. Modern medicine is mobbing towards herbal remedies for treatment,
spices are edible products of plants used to enhance the aroma and taste and flavour of food.
This research tells us about how few spices can help in preventing dentistry.
Freire et al., (2000) isolated a wide range of field and storage fungi from black pepper, white
pepper and Brazil nut kernels from Amazonia. A total of 42species were isolated from both
peppers. 17 species were isolated from Brazil nutkernels.
Mandeel, (2005) screened Seventeen imported raw Spice samples obtained from retail outlets
were examined for spoilage mould profile. A total of 665 fungal isolates, representing 14
species, were recovered and identified from dried and ground Spice samples according to the
study the most heavily contaminated Spice samples are red chili and black pepper. The most
predominant fungal genera were Aspergillus, Penicillium, Rhizopus, Cladosporium and
Trichoderma. They also recovered Yeasts; the results reveals that Samples obtained from gunny
bags encounter higher colony counts and contamination frequency than other packing methods.

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Research Methodology:
Under this the overall methods are disclosed while conducting the research on one portion of
the topic “Marketing Position of Kanwal products” like research design, questioner, type of
sampling, area of study and findings from research is also mentioned under it.
As we know that research means search for knowledge and to explore something in order to
know about a particular thing.
Type of research:
This research is Exploratory in nature and is qualitative research, as I have interacted
with customers to kboe their mind set towords Kanwal Foods and Spicse. I did formal as well
as informal conversations with customers about their perception regarding products including
Wholesalers, retailers and common public.
Collection of Data:
I have collected from respondents through questioner and by taking direct interviews.
Place of study:
I have did my study in Srinagar including its nearby areas.
Size of respondents:
This study is based on 265 sample size
Sample Technique:
Convenience method of Sampling is used
Nature of questioner:
The question includes all types of questions and was very simple and convenient in nature. The
question were,
 Open ended questions
 Close ended questions
 Multiple choice questions

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 Questions based on ranking
 Questions based on rating
Tools used in Analysis:
The all data is analysed by using certain tools of research like, percentage, bar charts, tables
and column charts
TYPE OF DATA:
In this study I have used fresh hand data means primary data
.
Source of Data:
The data which I have collected to prepare this report has been gathered from both sources
means from Primary and Secondary sources.
Primary Data: I have collected the data from direct interaction with customers and by having
discussion with marketing persons of the organization and also gathered from wholesalers as
well as from retail stores when I used to visit the field.
Secondary Data: the secondary data which I have collected from the second sources are
from official website of Kanwal Foods and Spices, Grater Kashmir, Rising Kashmir and also
from internet. Some information which I have included in my report is collected through referral.
I have also gone through the catalogue of the company and obtained information from there
which helped me to know more about the company

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CHAPTER NO 4
INTRODUCTION OF THE COMPANY
ABOUT COMPANY:
KANWAL FOODS AND SPICES PVT.LTD
Kanwal foods and spices private ltd. Is a food and spice processing company which is
situated in Kashmir has corporate office at Hyderpora Srinagar and its registered office is located
at Anantnag (Islamabad). It is in the food and spices business over more than 38 years and it is
known for its quality in Jammu and Kashmir. Its well-known brand in Jammu and Kashmir the
company has shown organic growth over the last four to five decades. The company has earned
tremendous name in terms of quality. The company is making turnover of more than RS.50
crores and has portfolio of more than 77 products and its products are ISO 9001:2000 and
HACCP certified.
The company is also providing spices for domestic as well as in international markets
under the brand name of “Kanwal” and “Alamin”.the hub of exporting products is Bengaluru
and it also export products to most of the countries in the Middle East including South Africa.
In 2007 the company got order from the united States of America and Mauritius. The company
has captured more than 70 percent of market of Jammu and Kashmir. Talking about the feedback
from customers, it’s getting near about 10000 feedback from customers. The company was
awarded with National award in 2002 in Delhi, it was the only brand from North India and the
second brand in India which has won National Award in Spices. The has won other Awards also
like Gem of India Award (1998), Rashtriya Gaurav Award (1998), Udyog Patre Award
(1999). In 2007 company received Best Industrialist of Kashmir Award (2008) from Kashmir
Chamber of Commerce and Industries, MSME Best Entrepreneur Award (2007/2008) ITID
National Quality Excellence award (2008) (and also got first prize for quality foods and Spices
at 53rd industrial and handicraft exhibition- 2007 at Kashmir Haat. At current
the company is providing direct employment to more than 500 people and indirect employment
more than 5000

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People. Kanwal prefer to acquire human resource from its native state and give its best to the
development of state. After launching “Treish” the company captured 50 percent market share
of Jammu and Kashmir within one year, “Treish” has been certified by Bureau of Indian
Standard and no other brand of Kashmir was certified by Bureau of Indian Standard (BIS).
At present the company has twelve units in three states like in Jammu and Kashmir,
Delhi and Karnataka. The company is equipped with latest technology and sophisticated
management systems. The company has also fully equipped microbiological and chemical
laboratories at Islamabad. More then 80 female staff are working in Delhi plant and also has
four female microbiologist and technologists in Kashmir.comany is also supporting its workers
in field of entrepreneurship. I 2001 the company expended its business outside India and in 2006
it also diversify its product portfolio and included new “Tresh”.
Below are few Divisions
 National Masala Mills Delhi
 National Masala Export Division Bangalore
 Safa Waters Pvt.Ltd J&K( under brand name Treish)
 National Masala Mills J&K
The company has also one Export Division in Jammu and Kashmir (National Masala Export
Division J&K)
BACKGROUND OF THE COMPANY:
Kanwal Foods and Spices is one of the leading producer of Spices in Jammu and Kashmir. It is
the dominant producer of Spices in Jammu and Kashmir and its products include Pickle, Red
Chili, Kashmiri Qawah, Honey, Mutton Masala, Turmeric Powder, Pudina Mint, Masala Tikki,
Shahi Kheer, Coriander Powder and Treish has been its new product etc. Near 45 years ago,
Mohammad Amin, who is the chairperson of the company started his business when he
witnessed that people in Kashmir were fed with the worst kind of spices that was something
triggered a thought in him to provide quality spices to the Kashmiri people.

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Kanwal started by a small unit in Khanbal and then expended it to Islamabad. It took
almost 45 years to attain the prestigious position that it hold today.initiaaly there were ten
duplicates of Kanwal like Jheel Kanwal, Neil Kanwal and other but now if we look at present
scenario almost every women of Kashmir prefer to have Kanwal Spice in Kitchen even illiterate
women prefer Kanwal products, while buying product they look for “lotus flower” on the
product
Farooq Amin is a young entrepreneur and director, sales and Marketing, Kanwal Foods
and Spices Private Limited. An MBA holder from London, He forwarding his father’s dream
which is to make Kanwal a household name in the world. As he said that his role model is his
father he said I learnt lots of things from him.
Mohammad Amin initially used to visit himself local shopkeepers of Srinagar and Islamabad
on cycle and provide delivery of his products with his all efforts and dedication he successfully
made Kanwal household name.

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PRODUCTS OF KANWAL:
1) SPICE POWDER:
The company is a producer and exporter of traditional spices powders and these Spices
Powders are available from 2g to 25kg including
 Black Pepper powder
 Ginger powder
 jeera Powder
 Coriander powder
 Pudina powder
 garlic powder
 curry powder
 cumin powder
 Saunf Powder

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2) BLENDED SPICES POWDER:
Under this category the company is a mammoth producer of Blended Spices and also export
these Blended Spices powders to other nations, maximum of spices are available from 50g to
325g variant only some of them are also available in paste and powder in the market, below
are the products which includes under this category are,
 Garam Masala
 Biryani Masala
 Rajma Masala
 Meat Masala
 Chaat Masala
 Chana Masala
 Sambhar Masala

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3) Ready Product Mixes:
The company is also a producer of some ready mixes products and provide best quality mixes
to market. Following are the ready product mixes of Kanwal Foods and Spices, these products
are available in one variant in the market.
 Shahi Kheer
Shahi kheer mix is available in four variant in the market one
Is Shahi Kheer Basmati, Shahi Kheer Vermicelli, Shahi Kheer
Sago and Shahi Firini.
Available in three variants: 275g,400g and 850g
 Haleem
 Chicken Haleem
 Wheat Haleem
 Meat Haleem
 Jams:
 Quince Apple Jam
 Mixed Fruit Jam
 Apple jam
 Quince Apple With Saffron

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 Biryani
Bombay biryani is actually a product of Kanwal Foods
And spices which is International Product of Kanwal
Under the Brand name of “Alamin” including
ingredients Kashmiri rice and Masala Mix and Meat or
chicken in it. The company is also selling Bombay
biryani Masala
Available in: 500g and 1kg
4) Kashmiri Honey and Saffron:
The company is exporting and processing Kashmiri honey and Saffron. These are
available in certain packages in the market. Talking about Honey the Packaging of Kanwal
honey is very attractive as compared to its competitors, Kanwal honey is good in quality and
people has faith on its quality. The packaging of Kanwal Honey is very attractive in terms of
look which creates a unique perception in minds of
customers.The Honey bottle is kept inside the pack
and contain Honey Stick also apart from this it has
many competitors like blue diamond, Honey
Golden Bee and Kashmiri’s Premium Honey.
Kanwal Honey is very different in terms of look
also, its rivals has more variants of their products
Specifically in terms of honey. Which is a big that

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Its rivals has but in terms of trust which customers have Kanwal is one step ahead as compared
to its Competitors. Kanwal Honey is available in two Variants 500g which is available at a price
of 290and 1 kg at a price of 600 (approx.). Kanwal Honey is little expensive than other brands
as 500g of Kashmiri’s premium Honey is at a price of 240 and there is a little variance between
prices from its rivals.
Available in: 250g,500g and 1kg
Kashmiri Saffron:
Saffron is a Spice derived from the flower of
Crocus Sativus which is popularly known as
Saffron crocus vivid crimson stigmas and
styles are called threads, it’s a kind of
Ayurveda product that Kanwal has kept
which benefits in promoting mental health,
improving skin, reduce hair loss, enhance
respiratory health and other benefits. It’s a
well-known product of Kashmir, Kashmiri
Saffron is worldwide famous most of its
production has been harvesting in Islamabad
area. The company is processing Saffron and
Expo-Orting it to the other states of India and
also including other countries. Kashmiri Saffron is
very expensive as compared to other products of Kanwal. Including Saffron in its Product
Portfolio it creates value to other products of the Company. The ingredient of Saffron is Pure
natural. The price of 1grm Saffron is near about RS.306 this costly which Kanwal Foods and
Spices has in its product line.
Available in : 0.5g,1g,3g,6g and 12g

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5) Vegetable Pickle:
Kanwal Foods and Spices is manufacturing
and exporting Mix Vegetable Pickle, main
source of pickle is traditional farm
vegetable and natural oil sources, but in this
it has a strong competitor called “Heena”,
most of complaints about Kanwal products
are related to vegetable pickle and he reason
is excess sour taste, it effects the demand of
this product and increases the demand of
“Heena” brand. It is available in one
variant 1kg at a rate of
Available in:325g,500g,1kg and 2kg
6) Kashmiri Shahi Kehwa:
Kashmiri Kehwa is traditional green tea
consumed especially in Kashmir. Its popular
tea among Kashmiri’s by boiling Saffron
strands. Kanwal Foods and Species are also
in this Business and it’s a part of their product
portfolio, they are exporting it to other states
as well as to other countries of the world. It is
available in multiple variants.
Available in:300g jar,7g one cup, DipBag

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7) Mineral Water “Treish” :
If we talk about the meaning of Treish it’s a Kashmiri
word which means Drinking water in July 2006 Kanwal
Foods and Spices Pvt Ltd opened their new Division at
Islamabad (Anantnag) under the name of Safa Waters
Pvt.Ltd. its processed from river “Lidder” Kashmir to
provide fresh water. Currently the company is installed
with capacity of 40000 to 50000 bottles per day for April
to November season, the company is fully booked for its
entire produce. The unique quality is measured on the basis
of Total Dissolved Solvent (TDS) rating. TDS is a measure
of content level of naturally occurring salts and minerals.
This division of Kanwal Foods and Spices worked for more
than 8 years and in 2014 the floods in Kashmir effected the
Safa Waters plant badly. Currently the plant is under
maintaince in order to run again. Treish is Bureau of Indian
standard certified product of Kanwal Foods and Spices and
none of the units in Kashmir has been certified under it. Initially Treish captured 50 percent of
market from other brands. The company also providing 20 litre variant in the market no other
company is providing in the market. The big back bone in TREISH brand Kanwal Foods and
Spices has natural resource of freshwater of Kashmir. Treish is supplied to Jammu and Kashmir
Tourism Development Corporation (JKTDC) and Vishnodevi Shrine Board (VSB) which hosts
millions of pilgrims per year and also supply to local market.
Available in: 200ml, 500ml, 1litre and 20 lit.

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Ginger powder Garam Masala Kashmiri Honey Jams Treish
Cardamom powder Meat masala Shahi Kheer Quince Apple Jam
Cumin powder Rajma Masala Shahi kheer Basmati Mixed Fruit jam
Black powder Chana Masala Shahi Kheer vericelli Apple jam
Kasoori Methi Chaat Masala Shahi Kheer Sago Quince Apple With Saffron
Garlic powder Biryani Masala Shahi Firini
Cloves powder Chicken Masala Pickle
Daniya powder Chicken Tikka Garlic Pickle
Chilies powder Chicken Tandoori Mango Pickle
Turmeric Powder Chicken Masala Mixes Vegetable Pickle
Saunf powder Paneer Masala Bombay Biryani
Onion Powder Pav Bhaji Masala Kashmiri Kehwa
Samber Masala Shahi Korma
Masala Tikki Kashmiri Saffron
KANWAL FOODS AND SPICES
SPICE
POWDER
BLENDED
SPICES
READY MIXES JAMS
MINERAL
WATER
PRODUCT MIX

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Products Available in powder as well in Pate Form:
Ginger and Garlic is available in two variants one in the form of Paste and another in the form
of Powder. But in Powder it come s only in certain Grams and in terms of paste its comes in Kgs
which also varies the prices of the products. But can be used for cooking but the flavour of both
will be different.
 GINGER POWDER is used for Dishes which are prepared without unfried items it is
meant for that and can be used in Tea also.to make powder the ginger is dried and lots
of ingredients could be lost but the benefit is that it can be kept for a long period of time
even after usage.
 GINGER PASTE is used for fried dishes usually in Kashmiri Wazwan and ginger past
reduced the efforts of Cooks to convert Ginger in to past and it gives a special flavour in
terms of powder. To make paste it is mixed with some wet substances and could be
mixed with some artificial flavours and the demerit of paste is that it can be kept for a
short period of time after opening the package.

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CHAPTER NO 5
Marketing promotional Strategies:
The company is using various Sales promotion strategies in order to keep wholesalers happy.
But the maximum benefit of marketing promotional activities is getting wholesalers only the
reason behind this is, Kanwal Foods and Spices is no dealing directly with customers. The
company used to advertise its products on radio Kashmir during Primetime which is a regional
radio channel of Kashmir. The company is advertising its name through Banners and posters
also with a collaboration of uncle Advertisers and Hashim Advertisers .Under its marketing
promotional the company is publishing its own,
 yearly Calendar,
 Wall Hanging Watch’s,
 Diaries and
 Uniform
 Sponsored Cricket team
 Provide free “Haj” trip
 Advertisement on Radio Kashmir (Prime time)
 Banners and Posters on Highways
Corporate Social responsibility (CSR):
As we know that corporate Social responsibility means to use raw material, human
resources and capital of native place of Company, and contribute in the development of society.
Promoting talent is also a part of Corporate Social responsibility. Kanwal Foods and Spices has
been hiring near about 95 percent of human resources from The state of Jammu and Kashmir.
The company is also boosting Sportsmanship in the state besides providing job opportunity.
Company has been sponsored some talented cricketers of the state and send them to other cricket
academies outside the state. A part from this Kanwal Foods and Spices has been contributing in
traffic field also by making posters regarding traffic rules.

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Source of Ingredients:
Kanwal Foods and Spices is getting
raw material from all over India. The
ingredients of Turmeric powder from Tamil
Nadu which is hub for Kanwal Foods and
spices. Talking about Red Chilli the source
of red chilli which Kanwal Foods and Spices
are processing is from Karnataka and
Kashmir.
For other Spices the main sources of raw
material is Kashmir itself. To help or to
boost Small Scale industries in Jammu and
Kashmir ministry of commerce sent its
scientist’s on Kanwal Foods and Spices
request and they found tremendous
capacity for Spices in Kashmir especially
in terms of mint, Chili and Kasuri Methi.
Kanwal Foods and Spices is the first
Company in State which has Started to
provide mint in Packaged form and also
exported it to other states and got marvellous feedback regarding it.

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Future Plans of Kanwal Foods and Spices:
 The future of the company is to become a market in Spices and plans to realize this dream very
soon.
 In terms of Fast moving consumer goods the plan is that no brand from outside of Jammu and
Kashmir should be used in Kashmir as per company officials.
 To create more and give more employment to majority of Kashmiris.
 To provide full support to employs in terms of becoming enterpreanures
 To enter into Bakery and Biscuit business as per the statement of Farooq Amin Director
marketing and sales.
 To become household name in the entire world globe.
 To enter into Hospitality industry and traditional Packaged bakery business, therefore it has
signed Memorandum of Understanding MOU with Jammu and Kashmir Khadi and village
industries board( KVIB)
Challenges Company has faced:
It’s about 2012 when the company faced problem related to quality there was a
rumours that Kanwal termuric Powder and Saunf powder contains some harmful ingredients
which are unsafe for human beings and petition was filed in High Court of Jammu and
Kashmir.it was in which Khyber was also blamed but after a while Kanwal Foods and Spices
got relief from Supreme Court and won the case. During this period the company has faced sever
problems related to its products. More than 6 months there was decline in sales of the company.
The case was registered under Food Safety and Standard Act 2006 (FSSA) to check food
adultratiojnin the State. Under it the case was registered on two of products of Kanwal Foods
and Spices including Turmeric powder (manufactured by AVON Agro Industries) and Saunf
powder by Kanwal Agro Food Industries (Batch P21/6) were unsafe. But after the examination
Supreme Court suspended the orders of High Court. The sample of Saunf powder was taken to
Kashmir laboratory and the reports were clear but the Municipal officer of Srinagar was not
satisfied with it and he sent sample to Kolkata and the reports from there were shown that Saunf

30
powder contains some colours and Court ordered Kanwal Foods and Spices to deposit 10 Crore
as security Deposit. But Kanwal Foods and Spices filed petition in Supreme Court and SC issued
stay ordered.
The benefit of this rumours was taken by its competitors especially “Rehmat”. The
marketing persons of Rehmat used to visit retailers and wholesalers with a piece of paper on
which report was published in order to show them that Kanwal Foods and Spices products are
not worthy in terms of quality, after this Kanwal was badly effected. Rehmat Spices marketing
persons were doing negative marketing of Kanwal Foods and Spices in the market, at that point
of time there was an increment of sales of Rehmat spices. But after 6 months Kanwal Foods and
Spices came back on track. Due to faith which people had on it, and in 2014 Kanwal won the
case which was filed against it and supreme court said that its products are not unsafe for
humans.
Another challenge which the company is facing currently because of” Aarafh” premium
Spices the company is marketing its products on the name of Kanwal Masala Mills Pvt Ltd
which is similar as Kanwal Foods and Spices name it creates confusion between customers and
they think it’s also Kanwal Foods and Spices product which is actually not.
One more challenge company had faced because of Aarafh was the company means
Aarafh used to invite traditional Chefs called (Wazi) and conduct meeting with them, they
provided them free one year Spices for each person and uniform also in order to compel
households to purchase Aarafh Spices and to suggest others to purchase Aarafh products. This
Strategy was a big challenge for Kanwal Foods and Spices, but quality speaks itself
and same happened with Aarafh. The Traditional cooks does the same as they wish. But due to
variance in quality of spices the food on marriages and on other functions was not tasty which
effected the job of these Cooks (Wazis).After that they quit and put the decision of buying Spices
on households. Which again was a good indication for Kanwal Foods and Spices.

31
Current Challenges of the company:
 Bulk production of Spices and food products is one of the current challenge that is the company
is facing nowadays because there is huge demand from market and the company is meeting the
entire demand of its products.
 In Supply chain there is some times delay in delivery of products about which I came to know
from 7/11 Retail store.
 As I have observed in the market that there will be going tough completion in future from the
side of its competitors.
 To enter into the markets with new products including Biscuits and hospitality Industry
 As company is planning to enter into these field of business, to survive in hospitality and biscuit
market it’s a big challenge for company to compete with brands like Happy Happy, Hide and
seek bourbon, Magix, milk Shakti, Coconut Cookies and etc.
 And in terms of Hospitality industry there the market is already captured by some renovated
players particularly in India, but taking about Jammu and Kashmir there is huge capacity for
Hospitality industry where Kanwal Foods and Spices can diversify there business and could be
the one of the wise decision of the company.

32
Hamman Resources:
The company is hiring more than 95 percent its human resources from its native place
means from Jammu and Kashmir and in this way contributes in Corporate Social Responsibility.
As per the company officials the future plan of company is also to generate more and
employment for the youth of state.
As per the statement of CEO of company MR. Mohammad Amin , Kanwal always consider
its employees as integral part of company and plays vital role in Kanwal Foods and Spices and
we also encourage them in order to start their own ventures and provide them full support.
Departments of Kanwal Foods and Spices:
HR
DEPARTMENT
KANWAL FOODS AND
SPICES
FINANCE
DEPARTMENT
MARKETING
DEPARTMENT
PRODUCTION
DEPARTMENT
SALES
DEPARTMENT

33
Packaging:
NEW PACKAGING OLD PACKAGING
There is a strong story behind these two packaging development, the old packaging contains
MEAT MASLA in both languages in English as well in Urdu, but the new one there is
MUTTON written on Package in English language and MEAT MASALA written in Urdu which
creates confusion in customers whether its Meat Masala or Mutton Masala. Same I have noticed
at Batmaloo, Srinagar. When one Customer came to wholesaler whole I wanted to take order
suddenly there came a customer who had come day before to the wholesaler for Meat Masala
but did not purchase because the wholesaler offered him Mutton Masala with new Packaging.
The customer told him that I need Meat Masala not Mutton Masala, he tried a lot to convince
him failed. The customer told him its Mutton Masala not Meat Masala and he denied to buy that,
the reason behind his argument was that his cooks at his Hotel were illiterate and they were
familiar about old Packaging and where not ready to use new Packaging because they thought
its Mutton Masala there I got to know how much Packaging is important.

34
CHAPTER NO 6
KANWAL FOODS AND SPICES
DISTRIBUTION CHANNEL
PRODUCER
RETAILERS
WHOLESALLER
DISTRIBUTOR
CUSTOMER
ONLINE STORE

35
COMPETITORS:
There are various brands and competitors against Kanwal Foods and Spices giving hard
competition to it. On opposite side the graph shows in these terms these companies are giving
competition to Kanwal Foods and Spices.
 Catch
 B.M.C
 Bharat
 Everest
 Shalimar
 M.D.H
 Rehmat
 Mehak
 Valley
 Aarafh
 Adfar
 Kngpoosh
 Welcome
 Lazzat
 Banday Impex
COMPETITION IN TERMS OF,
LOW PRICE DISTRIBUTION DELIVERY OF PRODUCT PRICE POLICY

36
EVEREST
0%
10%
20%
30%
40%
50%
60%
70%
80%
Chart Title
KANWAL FOODS AND SPICES OTHERS Column1

37
COMPLAINT ABOUT KANWAL PICKLE;
Most of the people complaint about knawal Mix vegetable Pickle and does not meeting there
need and fail to satisfy them. The reason behind this is the taste of Pickle which is too much
sour in taste. People prefer to move towards other brands Like Heena is there. Therefore below
is Graphical representation of complaint against Knawal Pickle.
Heena Brand has least complaint as compared to its other brands. Knawal Pickle is sour in taste.
The above graph shows that near about 50% complaints are about Knawal pickle (Mix vegetable
pickle). Near about 25% complaints are about Heena but it’s very least. therefore Knawal has to
take necessary steps to enhance its Mix Vegetable pickle quality
Complaint
KanwalMix Vehetable Picke Heena other

38
CHAPTER NO 7
FINDINGS:
Table 01. The knawel products are good in quality
Opinion Number of respondents %
Strongly Disagree 0 0
Somewhat Disagree 02 0.75%
Neutral 85 32.07%
Somewhat agree 64 24.15%
Strongly Agree 114 43.01%
Total 265 99.98%
From the table and graph it’s clear that there were no respondents who had strongly Disagree
with Knawel products. Majority of respondents give Strongly agree and Neutral which is 32%
and 43%. So it shows that quality of products are good.
0
20
40
60
80
100
120
Strongly
Disagree
Somewhat
Disagree
Neutral Somewhat agree Strongly Agree
Kanwal Products are Good in quality
Number of respondents

39
Table 02. Are you regular Customer of Knawal Foods and Spices
Opinion Number of Respondents %
YES 240 90.566%
NO 15 5.66%
Total 265 100
The above result shows that majority of people (240 out of 265) are regular customers of Kanwal
Products means more than 90 % and some are not, but still the result is in favour of company.
Table03. Customers fall under age groups
Age group Number of respondents %
20-25 28 10.57%
26-30 71 26..8%
31-35 88 33.20%
More than 35 78 29.43%
Total 265 100
0
50
100
150
200
250
300
Regular Customers
YES NO

40
The above graph show’s that the most of the customers fall under the age group of 31-35 which
is near about 34 %and also majority of customers fall under the age group of More than 35 and
that is more than 29 5 and it includes senior’s citizens also. More than 60% customers are
covered under the age group of above 30.
Table 04. is Kanwal Products value for Money
Opinion Number of Respondents %
Strongly Disagree 0 0
Somewhat Agree 06 2.26%
Neutral 72 27.17%
Strongly Agree 48 18.12%
Somewhat Agree 139 52.46%
Total 265 100
0
10
20
30
40
50
60
70
80
90
100
20-25 26-30 31-35 More than 35
Customers falling under Age group
Number of respondents

41
Here we can say that customers are satisfy with the products of Kanwal in terms of Value for
money. 53% customers are Somewhat Agree with kanwal Products 18% are strongly Agree with
company products.
Table05. Customers aware about other brands
Option Number of respondents %
Rehmat 38 14.34%
Aarafh 71 26.8%
Lazzat 16 6.03%
Catch 14 5.28%
Kanwal 107 40.37%
Any other 19 7.16%
Total 265 100
0%
2%
27%
18%
53%
PRODUCTS VALUE FOR MONEY
Strongly Disagree Somewhat Agree Neutral Strongly Agree Somewhat Agree

42
People of Kashmir are well aware about Kanwal brand and the above graph and table shows
domination of Kanwal Brand in market over its rivals. 41% people out of 265 are aware about
kanwal products but most are educated people and talking about other brands Aarafh is on 2nd
number 27%.
Table 07. Reasons behind purchasing Kanwal products
Options Number of respondents %
Easy Available 10 3.78%
Quality and taste 235 88.67
Because of family members 05 1.9%
Because of influence of others 03 1.14
Any other reason 12 4.53
Total 265 100
14%
27%
6%
5%
41%
7%
PEOPLE AWEAR ABOUT BRANDS
Rehmat Aarafh Lazzat Catch Kanwal Any other

43
We can see here the strength of Kanwal Foods and Spices which is Quality. Every ones opinion
is that Kanwal means quality and flavour. Out of 100% 945 people opinion is that the reason
behind id Quality of product. Family force and influence are also reasons there. Few people said
to me in 7/11 retail store that our family suggest us to purchase kanwal products.
Table 08. For how long you are a regular customer of Kanwal products
Option Number of Respondents %
Less than 1 Year 08 3.01%
1-4 Years 10 3.77%
4-8 Years 34 12.83%
8-12 Years 83 31.4%
More than 12 Years 132 49.8%
Total 265 100
0%
94%
0%
1%
5%
REASONS BEHIND PURCHASING KANWAL PRODUCTS
Easy Available Quality and taste
Because of family members Because of influence of others
Any other reason

44
Above graph and table shows that the people who are more than 12 years regular customers of
Knawal Foods and Spices are falling under age group of more than 40 Years old. The majority
of customers are regular customers of knawel Foods and Spices.
3%
4%
13%
31%
49%
HOW LONG REGULAR CUSTOMER OF KANWAL
PRODUCTS
Less than 1 Year 1-4 Years 4-8 Years 8-12 Years More than 12 Years

45
Conclusion:
It is concluded that quality of products is one of big factor which directly effect the buying
behaviour of customers and increases the market position of products in the minds of customers.
Moreover the among 4p’s of marketing one P that is “product “which mater a lot in order to
survey in a market and that should be best in quality as compared to its rivals. Price of products
also define the quality level of products as there is a concept of Law of Paying the price higher
is price higher will be quality.to communicate with customers is one of main thing before or
after making changes in packaging and in any other aspect of product. To keep proper supply in
market a company should mull over it because due to non-availability of products the customers
can switch over to other brands and wholesalers and retailers can do marketing of other Brands
in order to generate more revenue.
Recommendation:
 The Kanwal Foods and Spices should not ignore its rivals (competitors) like rehmat,
Adhfar, Aarafh and should track there performance I the market. Especially “Aarafh”
because Aarafh has also Kanwal of its brand.
 In order to keep good relations with wholesalers and retailers the company should send
there sales persons on weekly basis.
 To make everywhere product available company should increase number of Sales
persons.
 To make people aware about any change in its products whether it could be packaging,
ingredient or discounts.
 To check the shelves position of its products at retail Stores and try to keep it products
at eye level of customers.
 To restart advertisement on radio Kashmir but in “Prime Time”.
 To provide good incentives to its Customers like Distribute Calendar, diaries, clocks,
and Discounts.

46
 As Jammu and Kashmir is a tourist place the feature plan of the company which it has
should implement as soon as possible.
 Corporate Social responsibility is an important part of corporate and in order to improve
brand image in the market the company should contribute more towards Corporate
Social responsibility.
 As few retailers are complaining about short of Supply of products there the company
has to improve performance.
 To reduce barriers in supply chain the company should in include some more suppliers
to make and smooth supply chain
 To make familiar people about their each and every product, as I have observed that
large portion of population is unfamiliar about some products of kanwal like, jam,
kanwal honey, Shahi Qahwa and Masala Tikki etc. Therefore there is a need of
advertisement regarding these products.
 The company is already having excellent brand image in the market. So to advertise
about these products it will help company to increase more sales and capture more
market share.
 To enter into Biscuit and Ready Food items as soon as possible.
 To remain honest with taste and flavour means to make its quality of products better and
better.
 To give “live project” opportunity to business students of valley, it will give exposer to
students and also will help company to increase sales.
 Proper track of Complaints and grievances should be there like about Kanwal mix
vegetable pickle many customers are complaining about its taste. In order to retain
customers company should look after there complaints.
 To include more and verities in Food product portfolio.
 Offer attractive discounts to customers in order to attract new customers

47
Questioner
Please put tick mark in appropriate box.
1. Name____________________________
2. Gender:
Male
Female
3. Age:
20-25
26-30
31-35
36-40
4. Educated
Literate
Illiterate
5. Do you purchase Kanwal Food and Spices?
YES
NO

48
5. In general, The Products are fresh and safe?
Strongly Disagree
Somewhat Disagree
Neutral
Strongly Agree
Somewhat Agree
Please tick right one
6. The Company has good variety of products?
Strongly Disagree
Somewhat Disagree
Neutral
Strongly Agree
Somewhat Agree
7. The quality of Food and Spices is excellent
Strongly Disagree
Somewhat Disagree
Neutral

49
Strongly Agree
Somewhat Agree
8. The Knawel Products are tasty and rich in flavour
Strongly Disagree
Somewhat Disagree
Neutral
Strongly Agree
Somewhat Agree
9. Availability of products is everywhere and good
Strongly Disagree
Somewhat Disagree
Neutral
Strongly Agree
Somewhat Agree
10. Is Knawal products are meeting price value
Strongly Disagree
Somewhat Disagree

50
Neutral
Strongly Agree
Somewhat Agree
12. Are you a regular customer of Knawal Foods and Spices?
YES
NO
13. What rating you give to the quality of Knawal Foods and Spices products (1= very poor
5=Excellent)
1
2
3
4
5
14. For how long you are customer of Knawal Foods and Spices
Less than 1 Year
1-4 Years
4-8 Years

51
8-12 Years
More than 12 Year
15. What are the reasons for purchasing Foods And Spice of Knawal Company?
Reasons 1 2 3 4 5
Easy Avaliality
Quality and taste
Because of Family members
Influence of friends and relatives
Satisfaction
Any other reason
16. Do you know about these brands? (Tick in box)
Rehmat
Aarafh
Lazzat
Catch
Any other
17. According to you which brand is best in quality and taste
Rehmat
Aarafh
Lazzat
Catch
Knawal
Any Other

55
ANNEXURE V: Fortnightly Progress Report
(E-mail to faculty guide and training coordinator of school)
1. Name of the Student: Mohammad Yaseen Dar
Programme: MBA Regd. No.11715730______ Section __Q1744________Roll No._B37_____
2. Period of Training from: Istth
June to 20th
July
3. Name and address of the Organization: Kanwal Foods and Spices Pvt.Ltd., (Hall No 8, IQ Complex,
Hyderpora By-pass Chowk, Srinagar, Kashmir-190001)
Phone: +91-194-243362 Fax: +91-194-2432762 Email: info@kanwalfoods.com
4. Name and Designation of the Project In charge in the organization
Syed Ubaid UL Haq, Manager PR, HR and Admin
Phone No: 9697700207 Email:info@kanwalfoods.com
5. Project Title: Positioning of Sales and Distribution Channel
Progress during the fortnight (from 16th___June__to__30th
___June___)
After previous fifteen days I discussed all the things with my mentor Syed Ubaid UL Haq, like how to
increase sales and make people familiar about their brand. While interacting with customers at various
places I got to know that most of the customers know about only two products of Kanwal Foods and
Spices, Which is Kanwal Red Chili and Kanwal Turmic Powder. The reason behind this is quality of
the Product. One more Strong reason behind this is it used to advertise these two Products at Prime
Time on Radio Kashmir. I was assigned with the job of taking new orders and make more customers
for Kanwal Foods and Spices. So, I was assigned with the areas of Chandiloora and Kunzer area from
where I had to find new retailers and take orders from them. So, I went to this markets and also to ask
the shops who are already our customers about the selling of the product and to take the feedback from
the customers.
Moreover, I got to know whether our existing wholesalers are getting the delivery of stock in the
estimated times period or not. But I got a [positive responses from most of the wholesalers, somehow
some negative responses from some Retailers and wholesalers.
(Use Additional pages if required)
Name of the Student with date: _____Mohammad Yaseen Dar, 01/07/2018___________

KANWAL FOODS AND SPICES PVT.LTD( JAMMU AND KASHMIR)

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