Internship Report by Sahil Verma

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SUMMER INTERNSHIP
IN SARVESHWAR
FOODS
Market Penetration of Commodity Rice in Jammu & Kashmir
by Sahil Verma
sahilvermasv7000@gmail.com

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Sarveshwar has its presence globally in the following countries
as shown in the Picture and planning to expand even more.

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ABOUT SARVESHWAR FOODS
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Sarveshwar Foods Ltd. is primarily engaged in the business of processing and marketing of branded
and un-branded basmati and non-basmati rice in the domestic and international markets. Company’s
operations are based out of the Jammu Region in the State of J&K.
It is one of the few Indian companies with a
presence across the entire rice value chain, which includes procurement, storage, milling, sorting,
packaging, branding and distribution.
Company’s product portfolio comprises of Basmati and non-Basmati rice of various kinds including
white raw rice, steam rice, broken rice, brown rice and parboiled rice. Along with the varied variety of
conventional Basmati and non- Basmati rice, Company’s product portfolio also includes organic
Basmati and non-Basmati rice including range of other organic products. Besides conventional Basmati
and non- Basmati rice, Company has also forayed into procurement, storage, milling, sorting,
packaging, branding and distribution of “Organic” Basmati and non-Basmati rice.
The “Organic” business also includes organic food products such as dry fruits and nuts, pulses, lentin,
flours, porridge, spices, garam masalas and super foods like chia seeds, flax seeds, quinoa seeds, etc.
Company markets and distributes these organic food products under its brand “Nimbark”. Company has
recently in May, 2017 launched its flagship retail store in the name of “Nimbark – Living the Satvik Way”
for organic products at Channi Himmat, Jammu.

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SARVESHWAR’S PRODUCTS
Sarveshwar’s product range includes the complete range of Indian traditional Basmati rice, 1121 Basmati Rice,
Pusa Basmati Rice, Sharbati Rice, PR 11 rice, IR 8 rice, and so on.
Products are available in numerous packaging sizes: from 1 kg, 2 kg, 5 kg and 10 kg, to larger packs of 20 kg and
25 kg.
We offer different packaging options, such as PP bags, HDPE bags, non-woven fabric bags and
jute bags. Packing and packaging is done in a fully automated plant with inert gas flushing, untouched by
human hands. Our plant is also equipped with metal detectors for detection of ferrous and non-ferrous metals, if
any, at the final stage of packaging. Our processes retain the natural flavor, freshness and aroma of the rice.
Basmati Rice -Basmati brown rice, Basmati raw rice, Basmati steam rice, Basmati silky raw rice, Basmati white
parboiled rice, Basmati golden parboiled rice.
Non Basmati Rice -Indian long / medium / short grain white raw rice, Indian long / medium / short grain white
parboiled rice, Indian long / medium / short grain golden parboiled rice, Indian long / medium / short grain brown
rice
Sarveshwar Traditional Basmati Rice is distinguished by its:
1. unique aroma
2. long length and
3. fluffiness.

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RESEARCH OBJECTIVES
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To understand the buying behavior of the Trade and Customers including the Retailers and
Distributor’s.
To understand the Credit Facility, Payment terms of the Trade.
To Study the Advertisement trends in the Market.
To understand the preferences in Packaging by the Customer’s and Trade.
To understand the Various Age Groups in Deciding the Buying of the particular Product.
To study the impact of Online Presence in the overall Business

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SCOPE OF STUDY
We have studied a number of people from Jammu as well as Kashmir Region and after that we have
done a detailed analysis of their Preferences, likings, Consumption patterns, Spending, Outflow
patterns etc.

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RESEARCH METHODOLOGY
, DESIGN AND SOURCES
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Research Methodology
It consists of a number of techniques, methods and strategies to find the optimum solution.
ResearchDesign
It was an Exploratory Research by Questionnaire Method by which the responses of several people
has been recorded to reach the Optimum or Most Suitable Result (or to predict the Trends)
Source of Data
Primary Data: Primary Data was collected by interviewing Customers, Retailers and
Distributor’s.
Secondary Data: By Available Online Tools like Google and other available Data of Charts
and Map’s.

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ABOUT THE
QUESTIONNAIRE
Questionnaire included:
•Payment Terms
•PurchasingPattern
•Quality
•Taste
•Advertising
•Packaging
Basis of Data Analysis
•Quantitative
•Qualitative
Basis of Recommendation:
•Market Potentiality
•Cost & BenefitAnalysis
•Opportunity In NewMarkets
•Rural Penetration

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GLOBAL RICE TRADE
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“Rice, a strategic agricultural and food commodity”
Rice is a major food staple and a mainstay for the rural population and for household food security. It
is mainly cultivated by small farmers in holdings of less than one hectare. Rice also plays an
important role as a “wage” commodity for workers in the cash crop or non-agricultural sectors. This
duality has given rise to conflicting policy objectives, with policy makers intervening to the rescue of
farmers when prices fell too low or in the defense of consumer’s purchasing power, in cases of
sudden prices hikes.
Rice is of special importance for the nutrition of large reaches of the population in Asia. As a result, it
plays a pivotal role for the food security of over half the world population. It is also a central
component of the culture of a number of communities. For those reasons, rice is considered as a
“strategic” commodity in many countries, both developed and developing, and has consequently
remained subject to a wide range of government controls and interventions.

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NATIONAL RICE MARKETS
There is wide variability in the domestic price of rice among different countries, with some countries
– Japan, Korea, Turkmenistan, and Brunei – having extraordinarily high domestic prices that are at
least seven times the median price of $239 per ton.
Higher GDP per capita and higher proportions of imports in domestic consumption are both
associated with higher domestic prices.
Because of its nutritional characteristics and of the high price it commands compared with other
starchy crops, rice is predominantly a food commodity, with human consumption estimated to
represent around 85 percent of total rice utilization, feed 5 percent and other end-uses, including
seeds and post-harvest losses, the remaining 10 percent. Although the Government of Japan has
announced it would convert some of its large rice surpluses for biofuel, this is likely to remain an
exceptional end-use for rice as economics do not support the viability of a rice-based fuelsector.
The price of rice is a key variable for farmers, consumers, and governments in most of
Asia, and in many other parts of the world. Although the world market price of rice has
declined over time, domestic prices are more relevant for farmers and consumers.

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RICE IN JAMMU & KASHMIR
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Rice has an extensive range of cultivation. The range of altitude may be said to extend from 5 m to
1,800 m. Temperature, however, sets a limit and in the higher altitudes like, Kashmir Valley,
Bhadarwah Jammu Division), Rupsu, Nubra and Suru Valley (Ladakh Division). Rice can be grown
only in the warm months of summer July- Sept.).
In 12 districts of Jammu & Kashmir, rice is cultivated. Out of which 4 districts come under high
productivity group (yield more than 2,500 kg/ha). Triennium average area of these districts was 1.03
lakh hectares, which was 40.4% of triennium average area (2.55 lakh hectares) under rice in the State.
Rice is the staple food in Kashmir, while its cultivation is widely carried on in
Jammu Plain and in isolated tracts in the hilly areas, the side-valleys. This crop
has the distinction of being the most extensively cultivated in Jammu and
Kashmir State.

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RICE PRODUCTION AREA IN J&K
Area, production and productivity of rice under different productivity groups inJammu &
Kashmir during 2000-2001 are shown below:

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Number of Districts as per Productivity Status
Jammu
Kashmir

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ANALYSIS
SWOT

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SWOT ANALYSIS OF COMMODITY RICE
Strengths:
 High productivity in contrast to other cereals.
 Low cost production technology.
 Production inputs are chiefly available.
 Wide variety of seeds suitable for different climate and land are available.
 Can be produce with indigenous technology.
 No market advertising.
 Available on large quantity.
 Several Varieties are available.
Weaknesses:
Production requires large area to be profitable.
Increase in disease pest resurgence.
Production requires huge water.
Large labor force require for production.
Disease and pest attack.

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SWOT ANALYSIS OF COMMODITY RICE
Opportunities:
 Good export facility available due to government liberal policy.
Many scented and aromatic rice variety available having a great demand in developed countries.
Various high end technologies are made available chiefly to make production less drudgery, high
water efficient and more productive.
Growing population and growing demand.
Have Diversified agro-allied sector.
Development of the wasteland, agriculture and livestock sector.
Continuous knowledge and technology assistant by government extension programme.
Threats:
Barrier to entry for competitor.
Incoherent Government policies.
Presence of Private players.
Erratic and uneven monsoon rainfall have great effect
on production.
Distress sale due to disaster.

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QUESTIONNAIRE

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QUESTIONNAIRE
OF
CUSTOMER
PREFERENCES
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QUESTIONNAIRE
OF
RETAILER
PREFERENCES
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QUESTIONNAIRE
OF
DISTRIBUTOR
PREFERENCES
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RESPONSES

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CUSTOMER
RESPONSES
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RETAILER
RESPONSES
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DISTRIBUTOR
RESPONSES
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Sample Survey – 41 People
Out of the complete data a total of 41 people, 26 were from Jammu and 15 from Kashmir.
Key Analysis:
 Most (56.1%) of the people buy rice monthly and 36.6% of people in more than 30 days.
 Preferable Packing is 25Kg (39%) then 10Kg (26.8%) and then 5K and 1Kg (17.1%each)
 Maximum (80.5%) People buy Branded Rice where Basmati is the most Loved Rice (65.9%)
people buy it) and most affected by Quality of Rice.
 Many of Customer(s) are very well aware of Sarveshwar and Purchased (58.5%) it aswell.
 Average Buying Cost isRs.75.
 Most Number of Customer(s) are Satisfied (85.5%) with the Rate and Quality (92.7%) they get.
 51.2% of Costumer(s) found Advertising Influential.
 Taste (78%) being the highest factor of Rice customer(s) influential where Aroma being Second
(9.8%).
 In a majority (46.3%) of People purchase direct from wholesalers, 36.6% from Local Kirayana and
17.1% from Departmental Store.
ANALYSIS OFCUSTOMER PREFERENCES

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Sample Survey – 12 People
Key Analysis:
 Most (50%) of the people buy rice weekly and 33.3% of people monthly.
 Average Monthly Sale of Basmati Rice is 300 Kgs being the maximum in numbers in terms of Sale
followed by Ratna – 200 Kgs approx.
 Average Buying Cost isRs.50.
 75% of Retailers buy Rice on Cash and from those 66.7% gets Cash Discount as well.
 25% of Retailers buy Rice on Credit.
 Large share of Retailers deals in all brands (49.6%) of Rice along with varieties.
 41.7% of Retailers found Advertising Influential.
 Taste (83.3%) being the highest factor of Rice customer(s) influential where Aroma being Second
(8.3%).
 In a majority (83.3%) of Retailers purchase direct from wholesalers, 8.3% from Company and
8.3% from Departmental Store.
ANALYSIS OF RETAILER PREFERENCES

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Sample Survey – 1 Person
Key Analysis:
 Average Daily Sale of Rice is 1000Kgs.
 Most often, Daily distribute Rice.
 Average Monthly Selling Quantity is 10000Kgs.
 Deals only in Branded Rice.
 Average Monthly Sale of Basmati Rice is 1000 Kgs being the maximum in numbers in terms of
Sale followed by 1121 and Ratna – 5000 Kgs approx.
 Buys Rice both on Cash and Credit.
 Deals only in Sarveshwar along with its varieties.
 Found Advertising Influential.
 Quality being the only factor of Rice found influential along with the Quality but Quality on Top.
ANALYSIS OF DISTRIBUTOR PREFERENCES

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CONCLUSION

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J & K Marketing Plan
 To Work on Customer/Retailer Centric Schemes like Key Chains, Rough Note books, Wall
Clocks, T Shirts, Caps, Free Sampling in Small Packs.
 For Retailer/Distributor’s Scheme like TV, Fridge, Mobile Phones, Car, Silver & Gold Items on
achievement of Time Bound Sales target.
 In Shoppe Display Scheme for Retailer’s.
 Glow Sign Boards/Flex Boards on Key Outlets and All the Distributor Point’s.
 Advertisement in Key News Paper’s, Radio, Cable TV and Hoarding’s in Key Location’s.
J & K Launch Plan (Product)
To Launch a New Product we require a J&K Area Sales Manager, under him One Sales Officer in
Jammu and Kashmir each, Under them to appoint 2 Sales Executive each and divide the Territory in
this team District, Tehsil & Blockwise.
After that to appoint District Level Distributor’s, Tehsil Level Wholesaler’s and Block Level Semi
Wholesaler’s. Additionally to appoint Retailer’s in all the Key Locations.
ASM to supervise the Sales, Marketing, Dispatches, Collection, Claim settlement, account
reconciliation and other issues pertaining to the Business on a Monthly Basis with Quarterly
reconciliation with the Distributor’s.
Additionally the ASM need’s to review the Business and Update the Head Office on Regular Basis.

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THANKYOU !