it contains a market analysis of the FMCG sector. swot analysis of the company, BCG analysis, and other financial and organizational structure of the company.

1. PRESENTED BY : - WAKONGTHEM BANGKIMCHANDRA SINGH
MBA SECTION 4 UID NO. 2019-0909-0001-0001
PUNE INSTITUTE OF BUSINESS MANAGEMENT, PUNE
MOTHER’S RECIPE

2. Sector information
 FMCG (FAST -MOVING CONSUMER GOODS) SECTOR
 FMCG are the products that are sold quickly and at a relative low price.
 like toiletries, packaged food, beverages, cosmetics, pharmaceuticals, consumer
electronics etc.
Food & beverage
19%
Healthcare
31%
household &
personal care
50%
FMCG
27%
Real Estate
3%
Service
4%
Automobiles
8%
Textile
2%Telecom
6%
Education
5%
Consumer durable
4%
Others
26%
Retail
7%
E.com
8%
SECTOR WISE CONTRIBUTION TO GDP

3. GROWTH OF THE SECTOR
 FMCG sector is the 4th largest sector in Indian economy
Revenue of the FMCG sector are estimated to reach US$ 103.7 billion in the year
of 2020
Some reason for the growth are Growing demands, Higher investment,
Easy to access, Govt. policies etc.
Source: Dabur, AC Nielsen, Euro monitor International, ICICI securities, Nielsen India
35.7 38.8 43.1
49 52.8
68.4
83.3
103.7
0
20
40
60
80
100
120
201 3 201 4 201 5 201 6 201 7 201 8 201 9 F 2020 F
RURAL
SECTOR,
45%, 45%
URBAN
SECTOR,
55%, 55%
RURAL SECTOR URBAN SECTOR

4. PORTER’S 5 FORCES MODEL OF FMCG SECTOR
industry
compitition-
HIGH
Barrier to
entry-
MODEST
custumer
bargaining
power-
LOW
Threat to
substitutes-
HIGH
Supplier
bargaining
power-
MODEST
Integrated business model and
increasing capital requirement in the
industry restrict new entrants.
High brand loyalty for some
products, thereby discouraging
customers’ product shift.
Companies entering a category /trying
to gain market share compete on pricing
which increases products substitution
Prices are generally governed
by international commodity
markets, making most FMCG
companies price takers.
With more MNCs entering the
country, the industry is highly
fragmented.

5. COMPANY INFORMATION
Mother’s recipe is a food division of Desai Brother’s limited. Desai Brothers Limited was
founded by Sri Hari Bhai V. Desai in 1901 .
Desai Brothers Limited owns & manages the 'Mother's Recipe' brand in 2001.
Currently, the food service division contributes only
around 5-6 per cent of our overall India business.
ADDRESS & CONTACTS
DESAI BROTHERS LTD. (FOOD DIVISION),
DESAI HOUSE,
F.P. NO. 177/2 DHOLE, PATIL ROAD - 411001,
PUNE, MAHARASHTRA INDIA.
020 71008134
INFO@MOTHERSRECIPE.COM
CONSUMERCARE@DBLFOOD.COM SANJANA DESAI

6. PRODUCTS OFFER BY THE MOTHER’S RECIPE
Instant
Mix
Upma to go
Seviyan
kheer
khaman
Dhokla
Poha on the
Go
Upma poha
Khatta
Dhokla
Pickles Mixed pickles
Mango
pickles
Lime chilli
pickles
GReen chilli
pickles
Garlic pickles
Mango
ginger
pickles
Madras
Thokku
pickles
madras
onion picles
kerala Vadu
mango
pickles
Chutney
Tarmarid
&DAte
chutney
Samosa
chutney
Red chiili
garlic
chutney
delhi chaat
chutney
bhelpuri
chutney
Ready
to cook
Garam
masala
Chhole
masala
Sprout curry
mix
Non veg &
veg Kadhai
mix
Non veg
paneer
Makhani mix
puliogare
mix paste
veg briyani
mix
paneer
butter
Masala mix
MOTHER’S RECIPE
PASTES
MOTHER’S RECIPE
PAPAD

7. COMPITITOR’S ANALYSIS
CEO: Rajheev Agrawal REVENUE: $ 5.2 M
Nilon’s was founded in 1962, and its headquarters is in Pune, Maharashtra. Nilon’s
competes in the Food Processing field. Nilon’s has 1,362 fewer employees than Desai
Brothers
PRESIDENT & CEO: Yeva Yadrayan REVENUE: $ >1 M
Sacred Spices is a Private company that was founded in 2016 in Yerevan, Yerevan
(capital district). Sacred Spices operates in the Food Processing industry
FOUNDER: Neeraja Prasenjeet Bohara REVENUE: $2 M
Neeraj Foods is a Private company that was founded in Ratlam, Madhya Pradesh
in 2002. Neeraj Foods is in the Food Processing industry. Neeraj Foods has 1,218
fewer employees vs. Desai Brothers

8. Company social ACTIVITIES
Mother’s recipe organized a campaign with the initiative ,
urging all the people, specially mothers to share the
“#TasteOfMothersLove” in a unique way.
Mothers Recipe’s noble initiative ‘Tribute To Our
Motherland’ was a step in the right direction.
Encouragement from consumers and public at large
enabled the company to raise a substantial fund amount of
INR 12,00,000 which was donated to Army Wives Welfare
Association (AWWA).

9. MARKETING STRATEGIES
SWOT ANALYSIS OF Mother’s recipe
• Mother's recipe has started its unique and stimulating campaign" #TasteOfMothersLove" on the
day of Mother's day.
• Under its flagship brand ‘Mother’s Recipe Food Service’, the firm offers various products like
Indian gravies, pickles, spices, papads, condiments, ginger garlic paste, etc.
STRENGTH
• delay in food delivery.
WEAKNESS
• Opportunities in terms of expanding product portfolio like Ready to cook segment
• Explore global markets.
OPPORTUNITY
• .Highly competitive industry.
A large number of domestic as well as multinational players.
THREAT

10. STP ANALYSIS OF THE COMPANY
• Food and beberage is a most important sector of the society.
• ready to cook and ready to fry are the products of mother recipe
which gives more convinient to cook by the mothers.
SEGMENT
• Target all the people, mostly to the women to love to
cook.
• target to the orphanage who didn't get the love of
mother in the name of mother's love.
TARGET
• mother recipe positioning themselves by introducing new
products in the brand name Mother's recipe
• the company promoting themselves by campaigning like
#TasteofMothersLove
POSITIONING

11. BCG MATRIX & Product life cycle
papadpickles
Readytocook
High
Low
Low
High
Relative Market Share
RelativeMarketGrowthRate
?
$
SALES
YEARS
PLC GRAPH OF PAPAD

12. 4P’S OF THE MOTHER RECIPE
• Pickles are the mature product of mother's recipe.
• It has product range of pickles, condiments, blended spices, papads,
pastes, ready to cook etc.PRODUCT
• price range of the pastes:- Rs 45- 60
• price of instant mix:- Rs 35 t0 70
• price of pickles:- Rs 42
• pice of ready to cook:- Rs 50 - 65
PRICE
• Pune, Maharashtra Kolkata, West Bengal
• Bengaluru, Karnataka Bhilai, Chhattisgarh
• Jaipur, Rajasthan online platformPLACE
• logo in tangles, apron, door stickers.
• Branding
• placement of product at cash counter.PROMOTION

13. FINANCIALBUSINESS
Operating Revenue Over INR 500 cr
EBITDA 53.94
Net worth 15.55
Debt/Equity Ratio 0.16
Return on Equity 18.07
Total Assets 23.74
Fixed Assets 19.91
Current Assets 23.84
Current Liabilities 19.93
Trade Receivables 48.82
Trade Payables 32.32
Current Ratio 2.18
Source ; https://www.owler.com/company/mothersrecipe#overview

14. HUMAN RESOURCE MANAGEMENT
Managing
DIRECTOR
CFO IT MANAGER VP-HR
HR MANAGER
Purchase Head /
Manager Raw
Materials
Purchase Head /
VP-Commercial
& Procurement
Marketing Head
/ Asst Sales
Manager
Asst Sales
Manager
Organization Hierarchy

15. JOB DESCRIPTION & JOB SPECIFICATION
1. SELECTION PROCESS
Application
Fill up the
application form
in the online job
portal.
Approval of
the application
your application
has to be
approved by
company
INTERVIEW
Interview on the
seduled dated at
the nearest
branch.
Job available in mother’s recipe
Assistant Manager – Purchase – PM
JOB DESCCRIPTION
1. To Handle, Co-ordinate and Monitor overall purchase activities of packaging materials, in order
to establish a strong brand image of DBL Food Division along with Group Companies.
2.To avoid shortage of packing material and procure the same at competitive rate
PRINCIPAL RESPONSIBILITIES Planning Annual and monthly requirement and procurement
schedule for Packing Material based on production plans.
3. Purchase planning (2-3 times in a month) & Co-ordinate with factory for deciding
Material quantity to be sent Operations
Apply on Jobs In India Apply on India Velocity Job

16. Organization culture of the company
 environment and company staff are very nice and support to learn for the new
trainee staff, and professional work culture.
 It has a job profiles which clearly defined that educated & knowledgeable staff
working in system requires punctual persons & no deviations mistake.
 Start with call or mail, it has sales coordination, nice management, nice co-worker,.
 that employees have some un-satisfaction part of the company. Sometimes due to
Work load, employees had done long hours’ work.
 Sometimes it has shortage of the product.

17. KEY LEARNINGS FROM THE PROJECT
 MOTHERS RECIPE focuses on innovation, Best Quality and best hospitality, which
is highly required in current scenario.
 as far the organization culture, they have a good culture and environment for its
employees, gives respect to them, and indulge them in various activities, which
motivate them to work hard and give a high productivity for the company.
 then they will have to focus on utilizing their resources, and reduce wastage and cost
of product, so that the can offer more affordable price and increase sales as well as
profit.

18. REFERENCE
1.https://www.owler.com/company/mothersrecipe#overview
2. https://www.mothersrecipe.com/
3.https://www.mothersrecipe.com/
4. https://www.jobsindia.com/index.aspx
5. https://jobviate.com/
6. https://www.glassdoor.co.in/index.htm
7 https://www.fundoodata.com