Case study of Mr Atul Purohit who grew beyond expectations

1. Welcome to the Presentation
on
the Case Study
of
“Entrepreneurial success of Atul
Purohit Sweets – A person who
grew beyond expectations”
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2. Author Details
• Case authored by
Dr. M. M. Munshi
Professor & Special Officer
VTU, Belagavi
Dr. Sanjay K Deshpande
Research Scholar
VTU, Belagavi
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3. Learning Objectives:
• To learn about the traits & qualities of a
successful entrepreneur( Atul Purohit).
• To learn about the various initiatives taken by
Atul Purohit to succeed by defying the odds.
• To understand that success does not always
refer to large brands, Alliance, Going
International, Expansion, Diversification, and
other classical corporate terminologies.
International Case Conference @ ICBM
Dec 17 , 2016
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4. Case Extract
 Atul Purohit Sweets has secured a worthy berth in
VUCA world through
 “Kundanagiri” & Kunda which originated in
Belagavi about six decades back.
“Remarkable journey from the “Sand fields of
Rajasthan to the sugar bowl of Karnataka”.(Belagavi
has 20 sugar factories out of 58 in Karnataka).
“Never say die attitude fuels the spirit to withstand
the competition and the test of time”.
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Dec 17 , 2016

5. Indian Food Industry
 The Indian food processing industry accounts for 32 per cent of
the country’s total food market.
 It contributes around 14 per cent of manufacturing Gross
Domestic Product (GDP). The Indian food industry is poised for
huge growth, increasing its contribution to world food trade every
year.
 Vision Document-2015 was prepared by the Ministry of Food
Processing Industries envisages the size of investment in the
processed food sector by increasing the level of processing of
perishables from 6 per cent to 20 per cent, value addition from 20
per cent to 35 per cent and share in global food trade from 1.5 per
cent to 3 per cent by 2015.
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International Case Conference @ ICBM
Dec 17 , 2016

6. Kunda
• This Einstein's Eureka moment made the Marwadi
Mithaliwala name the Sweet as “Kunda”- Which
actually was his daughter’s name.
• "Bengal is famous for Rasagulla. The Punjabis have
their own mithais. Karnataka's most popular sweets
after the Mysorepak. It is distinct because “Kunda”
is rarely found outside northern Karnataka(
Belagavi).
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International Case Conference @ ICBM
Dec 17 , 2016

7. Mr.Atul Purohit
How did it all start ??
 Livelihood & Blue Moon Lighting 1984
 Penmanship ( Angaar. Kroadh) 1987- 1991
 Defy Odds and superstitious beliefs ( Haunted) 1991- Till Now
 Winners don’t quit ( Conspiracy)
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Dec 17 , 2016

8. Key Success Factors
• Proper Management Perspective- Polite Staff
• Human Resource Measures- Accommodation,
Food, Salary Hike.
• Desire to Excel - Story Writer to entrepreneur,
Risk taking Ability, Humble nature of Mr.
Atul.
• USP of Atul Purohit Sweets- Hygiene, Quality
and Unique product ( Kunda).
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International Case Conference @ ICBM
Dec 17 , 2016

9. Key Success Factors
• CSR Initiatives enabled through values &
Honesty- Goshala (Cow Shelter) ,RPL.
• Product Range Offered –
• Halwa, Rasgoola, Pedha.
• Logistics of Product- Packaging, Prevent
Perishable nature .
• Concentric Growth.
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Dec 17 , 2016
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10. Key Success Factors
Keeping abreast with changing trends: In India, there are
nearly 65 million diabetics, according to the statistics of the
International Diabetes Federation. Hence offer sugar free
products.
International Case Conference @ ICBM
Dec 17 , 2016
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11. Challenges Faced and Facing
• Erratic Labour supply as a result of freebies
Offered.
• Unfair Competition.
• Advent of Mobile.
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Dec 17 , 2016
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12. Vital Statistics
10
200
0
50
100
150
200
250
1991 2016
kunda making In Kgs/ Day
kunda
making
2
45
0
5
10
15
20
25
30
35
40
45
50
1991 2016
Man Power Count
Man Power
International Case Conference @ ICBM
Dec 17 , 2016
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13. Customer Profile
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Dec 17 , 2016
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14. Future Plan
• Diversify into textile business by opening
readymade stores to bank on the strong brand
equity. Though not imminent, this business
idea could well see the light of its day, 5 to 6
years down the line with serious
implementation.
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Dec 17 , 2016

15. Teaching Plan
• This case can be taught in the domain of
Entrepreneurship and change management.
• Learning never ends – Readers / Students can
contemplate upon Centralised Billing, HRM
Interventions, Books of accounts.
International Case Conference @ ICBM
Dec 17 , 2016
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