The Marico Limited Challenge
Use technology to enhance the effectiveness of procurement
planning
The Facts
• An Indian consumer goods company providing products and services in the
areas of Health and Beauty
• The organ...
Background on Challenge
•

Marico Ltd. presents a ‘true’ business challenge from a data collection,
collation and analysis...
Background on Challenge – Copra tracking
process
•

Copra is the raw material for making coconut oil, traded in various
ma...
The Problem

The current process of counting coconut fruits on trees is timeconsuming, based on observation, subjective, h...
The Challenge Statement

Suggest a solution that helps Marico Ltd. leverage the PDA
currently being used to capture data t...
The Challenge Statement - Details
• The images so captured need to be stored for future reference
• The algorithms develop...
Important Points to Remember
• The image analysis and copra prediction solution developed
should be significantly better t...
Important Points to Remember

• The solution developed has to be simple and intuitive, since the
users of the application ...
Important Points to Remember

• The solution developed has to be simple and intuitive, since the
users of the application ...
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Capgemini Super Techies Show Season 2: The Marico Challenge Presentation

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Capgemini Super Techies Show Season 2: The Marico Challenge Presentation

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Capgemini Super Techies Show Season 2: The Marico Challenge Presentation

  1. 1. The Marico Limited Challenge Use technology to enhance the effectiveness of procurement planning
  2. 2. The Facts • An Indian consumer goods company providing products and services in the areas of Health and Beauty • The organization holds a number of brands including Parachute, Saffola, Hair & Care, Nihar, Mediker, Revive, Manjal, Kaya Skin Clinic, Livon, Set Wet Zatak, Fiancee, HairCode, Eclipse, Xmen, Hercules, Caivil, Code 78 and Black Chic • Marico's brands and their extensions occupy leadership positions with significant market shares in a number of health and beauty areas • The company, in recent years, has been known for its foreign acquisitions in countries such as South Africa, Egypt and Singapore
  3. 3. Background on Challenge • Marico Ltd. presents a ‘true’ business challenge from a data collection, collation and analysis perspective • The company seeks a new-edge technology solution to estimate the arrival of their main raw material—‘Copra’ (dried meat of the coconut)—in the market and also allow usage in other applications
  4. 4. Background on Challenge – Copra tracking process • Copra is the raw material for making coconut oil, traded in various marketplaces in Southern India • Availability of copra is related to the yield of the coconut crop and the drying process • Agricultural representatives periodically visit farms to record the maturity stages of fruits • The data recorded is used to estimate the yield across the region and also the time of arrival of copra in markets • Prices are determined by demand and supply dynamics. Hence, forecasting of the copra availability in markets enables better procurement planning
  5. 5. The Problem The current process of counting coconut fruits on trees is timeconsuming, based on observation, subjective, hunch- and experiencebased and with a very high margin for error This impacts the quality of the data, which in turn, can lead to nonoptimal decisions on procurement
  6. 6. The Challenge Statement Suggest a solution that helps Marico Ltd. leverage the PDA currently being used to capture data to also perform image capture The images so captured need to be scanned using technologies similar to object-detection algorithms in such a way that the same code can be reused for similar applications in future — This would help in reuse and protection of investment in the technology
  7. 7. The Challenge Statement - Details • The images so captured need to be stored for future reference • The algorithms developed should be capable of real-time analysis based on objects identified and recorded • The application should be compatible with smartphones, running Android 2.2 and higher • The only dilution to the challenge is that image analysis can be done offline on the stored images; however, the accuracy has to be at least 50% higher than that of real-time image analysis
  8. 8. Important Points to Remember • The image analysis and copra prediction solution developed should be significantly better than the current manual methods • The traditional methods of acquiring this information have been highly cost-effective and have withstood the test of time • The solution developed should be speedy— it should not take more than 10 seconds to generate data • The image analysis and detection algorithms should be integrated into an: (a) Android application (b) .Net-based portal
  9. 9. Important Points to Remember • The solution developed has to be simple and intuitive, since the users of the application would be mostly semi-literate • The image analysis and object detection has to be at least 90% accurate • Hence, the solution needs to be fast and scalable
  10. 10. Important Points to Remember • The solution developed has to be simple and intuitive, since the users of the application would be mostly semi-literate • The image analysis and object detection has to be at least 90% accurate • Hence, the solution needs to be fast and scalable

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