The document provides an overview of the Aditya Birla Group, a $41 billion conglomerate operating across 36 countries. It discusses the Group's vision, values, heritage and key milestones. The summary also outlines the Group's sectors including cement, textiles, telecom, chemicals and financial services. Major companies are highlighted like UltraTech Cement, Hindalco, Idea Cellular and Birla Sun Life. Leadership and locations are briefly described.

1. 1
A
DESK RESEARCH
ON
COMPANY
“THE ADITYA BIRLA GROUP”
BY
AISHWARYA DESAI
AVINASH PAWAR
POOJA NEMADE
SAURABH RASANE
UNDER THE GUIDANCE OF
PROF. MANISHA PALIWAL
SINGHGAD INSTITUE OF MANAGEMENT
VADGAON (BK), PUNE-411041

2. 2
INDEX
SR. NO. CONTENT PAGE NO.
1 VISION AND VALUES 3
2 HERITAGE 7
3 MILESTONE 8
4 LEADERSHIP 9
5 LOCATION 11
6 SECTORS AND PRODUCT 12
7 FINANCIAL ANALISIS 15
8 COMPETITORS 17
9 CSR ACTIVITY 19
10 AWARDS 22
11 CONCLUSION 23

3. 3
Vision and Values
Our Vision
To be a premium global conglomerate, with a clear focus on each of the businesses.
Our Mission
To deliver superior value to our customers, shareholders, employees and society at large.
Our Values
 Integrity : Acting and taking decisions in a manner that is fair and honest. Following
the highest standards of professionalism and being recognised for doing so. Integrity
for us means not only financial and intellectual integrity, but encompasses all other
forms as are generally understood.
 Commitment : On the foundation of Integrity, doing all that is needed to deliver
value to all stakeholders. In the process, being accountable for our own actions and
decisions, those of our team and those in the part of the organisation for which we are
responsible.

4. 4
 Passion : An energetic, intuitive zeal that arises from emotional engagement with the
organisation that makes work joyful and inspires each one to give his or her best. A
voluntary, spontaneous and relentless pursuit of goals and objectives with the highest
level of energy and enthusiasm.
 Seamlessness : Thinking and working together across functional groups, hierarchies,
businesses and geographies. Leveraging diverse competencies and perspectives to
garner the benefits of synergy while promoting organisational unity through sharing
and collaborative efforts.
 Speed : Responding to internal and external customers with a sense of urgency.
Continuously striving to finish before deadlines and choosing the best rhythm to
optimise organisational efficiencies.

5. 5
Overview
The Aditya Birla Group: A Premium Global Corporation
A US $41 billion (Rs. 2,50,000 crore) corporation, the Aditya Birla Group is in the League of
Fortune 500. Anchored by an extraordinary force of over 120,000 employees, belonging to 42
nationalities. Over 50 per cent of its revenues flow from its overseas operations spanning 36
countries.
The Aditya Birla Group has been ranked fourth in the world and first in Asia Pacific in the
‘Top Companies for Leaders’ study 2011, conducted by Aon Hewitt, Fortune Magazine and
RBL (a strategic HR and leadership Advisory firm). The Group has topped the Nielsen's
Corporate Image Monitor 2014-15 and emerged as the Number one corporate, the 'Best in
Class', for the third consecutive year.
Globally, the Aditya Birla Group is:
 A metals powerhouse, among the world's most cost-efficient aluminium and copper
producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the
three biggest producers of primary aluminium in Asia, with the largest single location
copper smelter
 No.1 in viscose staple fibre
 No.1 in carbon black
 The fourth-largest producer of insulators
 The fifth-largest producer of acrylic fibre
 Among the top 5 cement producers globally
 Among the best energy-efficient fertiliser plants
 The largest Indian MNC with manufacturing operations in the USA, wherein 95 per
cent of the workforce comprises of Americans
Aditya Birla Group – The Indian Scenario
 A top fashion (branded apparel) and lifestyle player
 The second-largest player in viscose filament yarn
 The largest producer in the chlor-alkali sector
 Among the top three mobile telephony companies
 A leading player in life insurance and asset management
 Among the top two supermarket chains in the retail business
Aditya Birla Group – Beyond Business
 Reaches out annually to 7.5 million people through the Aditya Birla Centre for
Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla.
 Works in 5,000 villages globally.
 Focuses on: health-care, education, the girl child, sustainable livelihood, women
empowerment projects, infrastructure and espousing social reform.
 Runs 42 schools which provide quality education to 45,000 children. Of these 18,000
students belong to the underprivileged segment. Merit Scholarships are given to
24,000 children from the interiors.

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 Its 18 hospitals tend to more than a million villagers.
 Ongoing education, healthcare and sustainable livelihood projects in Philippines,
Thailand, Indonesia, Egypt, Korea and Brazil, lift thousands of people out of poverty.
 Set up the Aditya Birla India Centre at the London Business School.
The Aditya Birla Group transcends conventional barriers of business because we care. We
believe it is our duty to facilitate inclusive growth as well.

7. 7
Heritage
The roots of the Aditya Birla Group date back to the 19th century in the picturesque
town of Pilani set amidst the Rajasthan desert. It was here that Seth Shiv Narayan Birla
started trading in cotton, laying the foundation for the House of Birla.
Through India's arduous times of the 1850s, the Birla business expanded rapidly. In
the early part of the 20th century, the Group's founding father, Mr. Ghanshyamdas Birla, set
up industries in critical sectors such as textiles and fibre, aluminium, cement, and chemicals.
Mr. Aditya Vikram Birla – Putting India on the world map
A formidable force in Indian industry, Mr. Aditya Birla dared to dream of setting up a global
business empire at the age of 24. He was the first to put Indian business on the world map, as
far back as 1969, long before globalisation became a buzzword in India.
In the then vibrant and free market South East Asian countries, he ventured to set up world-
class production bases. He had foreseen the winds of change and staked the future of his
business on a competitive, free market driven economic order. He put Indian business on the
globe, 22 years before economic liberalisation was formally introduced by the former Prime
Minister, Mr. Narasimha Rao, and the former Union Finance Minister, Dr. Manmohan Singh.
He set up 19 companies outside India, in Thailand, Malaysia, Indonesia, the Philippines and
Egypt.
Interestingly, for Mr. Aditya Birla, globalisation meant more than just geographic reach. He
believed that a business could be global even while being based in India. Therefore, back in
his home-territory, he drove single-mindedly to put together the building blocks to make our
Indian business a global force.
Under his stewardship, his companies rose to be the world's largest producer of viscose staple
fibre, the largest refiner of palm oil, the third-largest producer of insulators and the sixth-
largest producer of carbon black. In India, they attained the status of the largest single
producer of viscose filament yarn, apart from being a producer of cement, grey cement, and
rayon grade pulp. The Group is also the largest producer of aluminium in the private sector,
the lowest first-cost producers in the world and the only producer of linen in the textile
industry in India.
At the time of his untimely demise in 1995, the Group's revenues had crossed Rs.8,000 crore
globally, with assets of over Rs.9,000 crore, comprising 55 benchmark quality plants, an
employee strength of 75,000 and a shareholder community of 600,000.
Most importantly, his companies earned the respect and admiration of the people, as one of
India's finest business houses, and the first Indian international Group globally. Through this
outstanding record of enterprise, he helped create enormous wealth for the nation, and respect
for Indian entrepreneurship in South East Asia. In his time, his success was unmatched by
any other industrialist in India.

8. 8
Milestone
• 1857-The foundation of the Birla Group of Companies is laid by Mr. Seth Shiv
Narayan Birla – cotton trading operations commences at Pilani, Rajasthan.
• 1919-Mr. Ghanshyamdas Birla, grandson of Mr. Shiv Narayan Birla, sets up the first
Birla jute mill, marking his entry into the manufacturing sector.
• 1947-Grasim is incorporated. The company commences its operations with a small
rayon weaving unit at Gwalior, MP.
• 1958-Hindalco is incorporated.
• 1965-Mr. Aditya Birla, , starts the Eastern Spinning Mills & Industries.
• 1966-Indian Rayon Corporation Limited is acquired.
• 1985-India's first gas-based fertiliser plant in the private sector – Indo Gulf – goes on
stream at Jagdishpur, UP.
• 1987 -Indian Rayon is renamed Indian Rayon and Industries Limited (IRIL) to reflect
its wide span of activities
• 1990-Mr. Kumar Mangalam Birla gets actively involved in the Group's operations
• 1994-The Birla Growth Fund is renamed Birla Global Finance Limited as its span of
operations expands
• 1995-Aditya Birla Group enters the telecommunications sector through a joint venture
with AT&T (USA)
• 1996-Aditya Birla Group launches a new corporate logo – Aditya, the rising sun – to
honour the memory of the late Aditya Birla
• 2003-Aditya Birla Group Board is reconstituted with Mr. Kumar Mangalam Birla
taking over as Chairman
• 2013-Birla White cement, an UltraTech brand, completes 25 years of operations
• 2015-Aditya Birla Nuvo Limited consolidates its Branded Apparels Businesses under
listed subsidiary — Pantaloons Fashion & Retail Limited (PFRL).

9. 9
Leadership Team
Our leadership team provides strategic direction to Group companies. The team comprises:
Group Chairman
Mr. Kumar Mangalam
Birla
Chairman Aditya Birla Group
Business Directors
Mr. Pranab Barua
Business Head
Managing Director
Retail & Apparels
Aditya Birla Fashion and Retail
Limited
Mr. Rajiv Dube Director
Group Corporate Services and
Domestic Textiles, Overseas
Spinning and Acrylic Fibre
Mr. Dilip Gaur
Business Head
Managing Director
Pulp & Fibre Business
Grasim Industries Limited
Mr. Himanshu Kapania Managing Director Idea Cellular Limited
Mr. K. K. Maheshwari Managing Director UltraTech Cement Limited
Dr. Santrupt Misra
Director
Chief Executive Officer
Group Human Resources
Carbon Black Business
Mr. Satish Pai Managing Director Hindalco Industries Limited
Mr. Ajay Srinivasan Director Financial Services
Business Heads
Mr. H. K. Agarwal Business Head Fibre Business
Mr. Sushil Agarwal
Group CFO
Whole Time Director & Grasim Industries Limited

10. 10
Mr. Dev Bhattacharya
Group Executive
President & Business
Head
E-Commerce, Solar Power,
Payment Bank and New Ventures
Mr. Ashish Dikshit Business Head Madura Fashion & Lifestyle
Mr. Ashok Gupta
Group Legal Counsel &
Chief Legal Officer
Corporate Legal
Mr. K.C. Jhanwar
Business Head
Dy. Managing Director
Cement
UltraTech Cement Limited
Mr. Thomas Varghese Business Head
Textiles, Acrylic Fibre & Overseas
Spinning
Business CEO
Mr. Tuhin Mukherjee
Sector Head
Managing Director
Minerals Resource Development
Essel Mining & Industries Limited
Senior Leaders
Mrs. Rajashree Birla
Chairperson, The Aditya Birla Centre for Community Initiative
and Rural Development
Mr. Askaran Agarwala Birla Group Trusts & Special Community Project
Mr. Debu Bhattacharya
Non-Executive Director – Hindalco, Vice Chairman –
Hindalco, Vice Chairman – Novelis, Group Mentor, Chairman –
BRC (Manufacturing)
Mr. Shailendra Jain Business Review Council
Mr. Ratan Shah Group Talent Mentor

11. 11
LOCATION
A US $41 billion corporation, the Aditya Birla Group is in the League of Fortune 500. It is
anchored by an extraordinary force of over 120,000 employees, belonging to 42 different
nationalities.
• Head Quarter-Mumbai
• Operating countries
Australia, Austria, Bahrain, Bangladesh, Brazil, Canada, China, Egypt, France, Germany,
Hungary, India, Indonesia, Italy, Japan, Korea, Laos, Luxembourg, Malaysia, Myanmar,
Philippines, Poland, Singapore, Spain, Sri Lanka, Sweden, Switzerland, Tanzania, Thailand,
UAE, UK, USA and Vietnam.

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Sectors And Product
Sector Company Product /Facilities
Cement UltraTech, Birla white Cement Cement,wallcare putty
Textile A.B.Nuvo Ltd.-Indian Rayon,
Grasim
Viscose Filament Rayon
Yarn
Telecommunication Idea cellular Ltd. Cellular services
Chemicals Aditya Birla (India)
chemicals,PT Indo
Chlor-Alkali, Epoxy
Resins, Viscose Staple
Fibre
Financial Services Birla Sun Life Insurrance
co.Ltd., Aditya Birla finance
Ltd.
Financial Services
Mining Essel Mining & IndustriesLtd. Iron ore
Agri business Aditya Birla Nuvo Unit-Indo
Gulf
Fertilizers,Seeds,Agro
chemicals
Retail Aditya Birla Retail Ltd.,
Pantaloons
Supermarkets, Apparel

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ULTRATECH CEMENT LIMITED
UltraTech Cement Ltd. is the largest manufacturer of grey cement, Ready Mix Concrete
(RMC) and white cement in India. It is also one of the leading cement producers globally.
UltraTech as a brand embodies 'strength', 'reliability' and 'innovation'. Together, these
attributes inspire engineers to stretch the limits of their imagination to create homes,
buildings and structures that define the new India.
The company has an installed capacity of 93 Million Tonnes Per Annum (MTPA) of grey
cement. UltraTech Cement has 18 integrated plants, 1 clinkerisation plant, 25 grinding units
and 7 bulk terminals. Its operations span across India, UAE, Bahrain, Bangladesh and Sri
Lanka. UltraTech Cement is also India's largest exporter of cement reaching out to meet the
demand in countries around the Indian Ocean and the Middle East.
In the white cement segment, UltraTech goes to market under the brand name of Birla White.
It has a white cement plant with a capacity of 0.56 MTPA and 2 WallCare putty plants with a
combined capacity of 0.8 MTPA.
With 100+ Ready Mix Concrete (RMC) plants in 35 cities, UltraTech is the largest
manufacturer of concrete in India. It also has a slew of speciality concretes that meet specific
needs of discerning customers.
Our Building Products business is an innovation hub that offers an array of scientifically
engineered products to cater to new-age constructions. Aerated Autoclaved Concrete (AAC)
blocks are economical, light-weight blocks ideal for high-rise buildings, while Dry Mix
Products include waterproofing, grouting and plastering solutions designed for faster

14. 14
completion of projects. The retail format of UltraTech Building Solutions offers a wide range
of construction products to the end customers under one roof.
With a significant presence in the grey and white cement, concrete and building products
segments as well as providing 360 degree building solutions, UltraTech is the one-stop shop
for every primary construction need. Its meteoric rise as India’s largest cement brand reflects
on the organisation's focus on cutting edge technology, research and technical services.
UltraTech Cement provides a range of products that cater to the various aspects of
construction, from foundation to finish. These include:
 Ordinary Portland Cement, Portland Blast Furnace Slag Cement and Portland Pozzalana
Cement under grey cement
 White cement, WallCare putty and white cement based products under Birla White
 Ready Mix Concrete and a range of specialty concretes with specific functional properties
under UltraTech Concrete
 AAC blocks, waterproofing solutions, grouting solutions and plastering solutions under
UltraTech Building Products
UltraTech’s subsidiaries are Dakshin Cements Limited, Harish Cement Limited, Gotan
Limestone Khauj Udyog Private Limited, Bhagwati Limestone Company Private Limited,
UltraTech Cement Lanka (Pvt.) Ltd., UltraTech Cement Middle East Investments Limited,
PT UltraTech Mining Indonesia and PT UltraTech Investments Indonesia.
UltraTech’s parent company, the Aditya Birla Group, is in the league of Fortune 500
companies. It employs a diverse workforce comprising of 120,000 employees, belonging to
42 different nationalities across 36 countries. The Group has been ranked number 4 in the
global 'Top Companies for Leaders' survey and ranked number 1 in Asia Pacific for 2011.
'Top Companies for Leaders' is the most comprehensive study of organisational leadership in
the world conducted by Aon Hewitt, Fortune Magazine and RBL (a strategic HR and
Leadership Advisory firm). The Group has topped the Nielsen's Corporate Image Monitor
three years in a row -- 2012-13, 2013-14 and 2014-15 as the number 1 corporate, the 'Best in
Class'.

15. 15
FINANCIAL ANALYSIS
Consolidated Financial performance
For year 2016 For year
2015
Sales volume
(cement)
Million
tonnes
51.3 48.2
Net sales ₹ crores 25281 24056
Operating
EBIDTA
₹ crores 5109 4776
Profit before tax ₹ crores 3057 2887
Profit after tax ₹ crores 2175 2015
EBITDA = Earnings before interest, tax, depreciation and amortization

16. 16
Financial Results
The company’s Net Sales was higher by 1.5% at ₹ 1225 crore as compared to the
corresponding previous year.
Operating EBITDA for the year was ₹ 5109 crore against ₹ 4776 crore during 2015.
As there is increased in operating EBIDTA it can conclude that management has taken the
innovative steps to reduce the overall cost without compromising in quality .

17. 17
Competitor’s
Indian Cement companies on the basis of Market Capitalization
Company Name
52 wk 52 wk Market Cap
High Low (Rs. cr)
UltraTechCement 2,868.00 1,635.00 68,463.66
Ambuja Cements 243.85 150.5 36,709.50
Shree Cements 9,297.50 4,100.10 32,262.75
ACC 1,570.00 971.25 28,151.15
Ramco Cements 380 155.55 7,872.03
JK Lakshmi Cem 425 64 4,459.70
J. K. Cement 682 152.6 4,241.09
Dalmia Bharat 567 148 4,099.25
Prism Cement 90 22.8 3,999.17
Birla Corp 614.85 235 3,543.02

18. 18
Indian Cemment Companies on the basis of Net Sales
Company Name
Net Sales
(Rs. cr)
UltraTechCement 20,279.80
ACC 11,168.94
Ambuja Cements 9,160.35
Shree Cements 5,887.31
Prism Cement 4,964.86
India Cements 4,597.04
Ramco Cements 3,683.51
Birla Corp 3,016.35
India Cement companies on the basis of Net Profit
Company Name
Net Profit
(Rs. cr)
UltraTechCement 2,144.47
Ambuja Cements 1,294.57
ACC 1,095.76
Shree Cements 787.24
India Cements 163.55
Ramco Cements 137.7
Birla Corp 129.76
Orient Cement 101.02

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CORPORATE SOCIAL RESPONSIBILITY POLICY
For us in the Aditya Birla Group, reaching out to underserved communities is part of
our DNA. We believe in the trusteeship concept. This entails transcending business interests
and grappling with the "quality of life" challenges that underserved communities face, and
working towards making a meaningful difference to them.
Our vision is – "to actively contribute to the social and economic development of the
communities in which we operate. In so doing build a better, sustainable way of life for the
weaker sections of society and raise the country's human development index". (Mrs.
Rajashree Birla, Chairperson, Aditya Birla Centre for Community Initiatives and Rural
Development).
Implementation process: Identification of projects
All projects are identified in a participatory manner, in consultation with the community,
literally sitting with them and gauging their basic needs. We recourse to the participatory
rural appraisal mapping process. Subsequently, based on a consensus and in discussion with
the village panchayats, and other influentials, projects are prioritised.
Arising from this the focus areas that have emerged are Education, Health care, Sustainable
livelihood, Infrastructure development, and espousing social causes. All of our community
projects are carried out under the aegis of The Aditya Birla Centre for Community Initiatives
and Rural Development.
CSR initiatives of Adithya Birla Group Adithya Birla Group gave importance to rural
development activities extent five main key areas and our single-minded objective here was
to help build good model villages that preserve stand on their own interest. Focus areas are
education, healthcare and family welfare, social causes, infrastructure development and
sustainable livelihood Process of implementation.
All projects are recognized in meeting with the community in a participatory mode, literally
meeting with them and measuring their essential needs. It recourses to the participatory
appraisal for rural planning process. Consequently, foundation on a consensus and in
conversation with the stakeholder’s and village Panchayats and projects are prioritized.
Beginning this the focus areas that have emerged are education, health care and family
welfare, espousing social causes, Infrastructure development and Sustainable livelihood. All
of their community programmes are carry out under the sponsorship of the Aditya Birla
centre for community initiatives and rural development.

20. 20
In Education, our endeavour is to spark the desire for learning and
knowledge at everystage through
 Formal schools
 Balwadis for elementary education
 Quality primary education
 Aditya Bal Vidya Mandirs
 Girl child education
 Adult education programmes
In Health care our goal is to render quality health care facilities to people
living in the villages and elsewhere through our Hospitals
 Primary health care centres
 Mother and Child care projects
 Immunisation programmes with a thrust on polio eradication
 Health care for visually impaired, and physically challenged
 Preventive health through awareness programmes.
In Sustainable Livelihood our programmes aim at providing livelihood in a
locally appropriate and environmentally sustainable manner through
 Formation of Self Help
 Groups for women empowerment
 Vocational training through Aditya Birla Rural Technology Parks
 Agriculture development and better farmer focus
 Watershed development
 Partnership with Industrial Training Institutes.
In Infrastructure Development we endeavour to set up essential services
that form the foundation of sustainable development through
 Basic infrastructure facilities
 Housing facilities
 Safe drinking water
 Sanitation & hygiene
 Renewable sources of energy.
To bring about Social Change we advocate and support
 Dowryless marriage
 Widow remarriage
 Awareness programmes on anti social issues
 De-addiction campaigns and programmes
 Espousing basic moral values

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Activities, setting measurable targets with timeframes and performance
management.
Prior to the commencement of projects, we carry out a baseline study of the villages. The
study encompasses various parameters such as – health indicators, literacy levels, sustainable
livelihood processes, population data – below the poverty line and above the poverty line,
state of infrastructure , among others. From the data generated, a 1- year plan and a 5-year
rolling plan are developed for the holistic and integrated development of the marginalised.
These plans are presented at the Annual Planning and Budgeting meet. All projects are
assessed under the agreed strategy, and are monitored every quarter, measured against targets
and budgets. Wherever necessary, midcourse corrections are affected.
Organisational mechanism and responsibilities
The Aditya Birla Centre for Community Initiatives and Rural Development provides the
vision under the leadership of its Chairperson, Mrs. Rajashree Birla. This vision underlines
all CSR activities. Every Manufacturing Unit has a CSR Cell. Every Company has a CSR
Head, who reports to the Dr. Pragnya Ram, Group Executive President (Communications &
CSR) at the Centre. At the Company, the Business Director takes on the role of the mentor,
while t he onus for the successful and time bound implementation of the projects is on the
various Unit Presidents and CSR teams. To measure the impact of the work done, a social
satisfaction survey / audit is carried out by an external agency.
Partnerships
Collaborative partnerships are formed with the Government, the District Authorities, the
village panchayats, NGOs and other like-minded stakeholders. This helps widen the
Company's reach and leverage upon the collective expertise, wisdom and experience that
these partnerships bring to the table.
In collaboration with FICCI, we have set up Aditya Birla CSR Centre for Excellence to make
CSR an integral part of corporate culture.
The Company engages with well established and recognised programmes and national
platforms such as the CII, FICCI, ASSOCHAM to name a few, given their commitment to
inclusive growth.
Management Commitment
Our Board of Directors, our Management and all of our employees subscribe to the
philosophy of compassionate care. We believe and act on an ethos of generosity and
compassion, characterised by a willingness to build a society that works for everyone. This is
the cornerstone of our CSR policy.
Our Corporate Social Responsibility policy conforms to the Corporate Social Responsibility
Voluntary Guidelines spelt out by the Ministry of Corporate Affairs, Government of India in
collaboration with FICCI (2009).

22. 22
Awards
• Cement-In 2015, UltraTech’s Vikram Cement (Madhya Pradesh) wins the prestigious
IMC Ramkrishna Bajaj National Quality Performance Excellence Trophy.
• Textile-In 2016, Indian Rayon, a division of Aditya Birla Nuvo, bagged the coveted
Asian CSR Award in the category of poverty alleviation.
• Telecommunication-In 2015, Idea wins ‘Mobile Data Service Provider of the Year
and Most Innovative Telecom Service Provider of the Year’ award at Frost &
Sullivan Asia Pacific ICT Awards 2015.
• In 2016, Aditya Birla Financial Services Group’s Mutual Fund won Silver at Maddy’s
2016 in the category ‘In-App advertising’ for their investor empowerment campaign,
‘Jaanoge Tabhi Toh Maanoge’.
• Chemical-In 2016, Indo Gulf Fertilisers (a division of Aditya Birla Nuvo) bags the
Indian Chemical Council’s Award for Social Responsibility.
• Retail-In 2016, Aditya Birla Retail Limited won the ‘hypermarket chain of the year’
award at the Images Retail Awards for the second year in a row.

23. 23
Conclusion
ULTRATECH Company is one of the best company in the cement industries. In his initially
days, ULTRATECH was very successful and growing company. That time company acquires
good market share and good profit because of low competitors. But in recent years they can’t
sustain their market share and faces many problems. This happens just because of increase in
competitors and poor marketing strategy.