ambuja cement report

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An
Industrial Training Report
On
AMBUJA CEMENT LIMITED
(KODINAR)
Submitted By
Krishna R. Makhesana
S.Y.B.B.A. (A)
Roll No. 41
Guided By
Name of the Guide
Submitted To
Saurashtra University
Rajkot
Shri Patel Kelvani Mandal College of
Technology
College Road, Junagadh.
Academic year
2015-2016

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DECLARATION
I, undersigned, Krishna R. Makhesana the student of S.Y.B.B.A.,
Shri P.K.M. College of Technology & B.Ed., Here by declared that this
Project Report is my own work and it has been carried out under the
guidance of Prof. Anish Durvesh. This report has not been submitted to
any other University for examination.
Place:- Junagadh
Date:- 26th
March 2016
Krishna R. Makhesana

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PREFACE
It has been strongly observe that theoretical knowledge alone
cannot succeed. Rather its practical use is of immense significance for
the survival of human beings. Let it has been well aspect that
small/medium scale industries play an indispensable role in stimulating
economic problems. Small-scale industries have huge employment
potential.
In view of significant role played by industries in the economic
growth, Saurashtra University has incorporated industrial visit in B.B.A.
course which provide an excellent opportunity to the students to
understand felt-need of an industrial establishment.
Industrial training helps a student to increase his or her
knowledge and skills about managing a business or industry effectively
and efficiently. Hence, a project report has to prepare which in hence
the skill of a student.

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ACKNOWLEDGEMENT
I wish to express my sincere gratitude to Mr. Vishal Jain, sales
Operational Manager for providing me an opportunity to do my
internship and project work in “AMBUJA CEMENT LIMITED.”
I sincerely thank Prof. Anish Durvesh for their guidance and
encouragement in carrying out this project work. I also wish to express
my gratitude to the officials and other staff members of Ambuja Cement
Limited who rendered their help during the period of my project work.
I also thank the director of Shri PKM College of technology Dr.
Praful Kanjiya for providing me the opportunity to embark on this
project.
Finally yet importantly, the help & support of my friends and
professors have made this venture successful. Therefore, I would like to
thank them all from care of my heart.
- Krishna R. Makhesana

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INDEX
SR
NO. CONTENTS
PAGE
NO.
1 General Information
2 Production Department
3 Human Resource Department
4 Marketing Department
5 Financial Department
6 Suggestions
7 Conclusion
8 Bibliography

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INDEX of General information
Sr. No Particular Page no.
1 Introduction
2 History of the unit
3 Company Profile
4 Present Managing body
5 Development & achievement of the unit
6 Size of organization
7 Form Of Company

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1. INTRODUCTION
It is says that as the famous proverb “NEED IS MOTER OF
INVENTION”. As the starting time of the earth, the man was live in
forest, after that because of some invention he found cottage and he use it
as their house. After that he made a house by using brick, sand, and clay.
After that time man makes great invention and it is CEMENT. And it is
also known as the great revolution in the earth.
GUJARAT AMBUJA CEMENT LTD. was set up in 1986. The
main purpose of cement is construction of houses and buildings. Because
of cement it is possible to build up one floor to hundred floors. Once
found of cement there are arising thousands of company every after short
time. And in it is one of the best company of the world. And it is started
in 1983. And now the details of the company are as so on …………

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2. HISTORY OF THE UNIT
History:-
History means the pass events of the unit Gujarat Ambuja Cement
Ltd., (G.A.C.L.) it is handled by Sekhsaria & Neotia Group, which has
launched in 1883. The project was decided to locate at Mahuva in
Bhavnagar District and unfavorable circumstance the location is change
and it is establish in some other place. And it is finally establish in the
place at Vadnagar, Taluka Kodinar in Junagadh District.
Gujarat Ambuja Cement Ltd. is a Public Limited Company. It
purchased their new land for factory building and housing colony. They
were also motivated by the co-operation of G.E.B. who agreed to provide
19 MVA power for the plant. Even our Railway provides transportation
services between Kodinar to Vadnagar plant.
The construction of entire plant commenced in March 1985 and
completed in August 1986.
The company started its commercial production in1986.As passing
of the time; the golden period came for the Ambuja came into being
"GUJARAT AMBUJA CEMENT LTD" (G.A.C.L.). They developed its
other branches in our country India. And it is great part of Indian
economy. Their plants are……………………
NO. NAME OF PLANT PLACE WERE SITUATED
1 Gujarat Ambuja Kodinar (Gujarat)
2 Him Ambuja Darlaghat (Himachal Pradesh)
3 Cement Ambuja Roopnagar (Punjab)
4 Gujambuja (line 1) Kodinar (Gujarat)
5 Gujambuja (line 2) Kodinar (Gujarat)

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Objective of company:-
The management of Gujarat Ambuja decided some objectives to
become topper in the market. And the objectives are……………
 Better quality then other company.
 Fair returns to share holders.
 A higher productivity to cover maximum market.
 Maximum customer satisfaction.
 Clean & healthy Environment for employee’s growth.
 Try to lower pollution to fulfillment of social responsibilities.

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3. COMPANY PROFILE
Name Ambuja Cement Ltd.
Address QATER No :F 219,
HDFC ATM,
Ambuja Nagar,
Kodinar – 362715,
Gujarat, India.
Contact No.
(02795) 237829/ 30/ 31/ 32
E-mail acf.ambujanagar@ambujacement.com
Fax No. (02795) 232163
Chief Promoter Mr. Narotam Sekhsaria
Mr. Suresh Neotia
Size of Unit Large Scale Unit
Form of Organization Private Limited Company
Bankers State Bank of India
Bank of Baroda
Dena Bank
Year of Establishment September, 1986
Main Products Cement
Brand Name Ambuja Cement
Market International Market
Slogan Giant Compressive Strength

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4. PRESENT MANAGING BODY
 Mr. Suresh Neotia : Chairman Emeritus
 Mr. N. S. Sekhsaria : Chairman
 Mr. Paul Haribhakti : Vice Chairman
 Mr. Ajay Kapur : Managing Director & CEO
 Mr. Onne van der Weijde : Managing Director
 Mr. Sanjeev Churiwala : Chief Financial Officer
 Mr. Rajiv Gandhi : Company Secretary
 Mr. Bernard Terver : Director
 Mr. Bernard Fontana :Director
 Mr. Rajendra P Chitale :Director
 Mr. Nasser Munjee : Director
 Mr. Omkar Goswami : Director
 Mr. B. L. Taparia : Director
 Mr. Shailesh Haribhakti : Director
 Mr. Haigreve Khaitan : Director

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5. DEVELOPMENT & ACHIEVEMENT
OF THE UNIT
To decrease the transportation cost, they made a plat form
on the sea at Muldwarka, which 7 Kms. away from
Kodinar so that they export cement on the way of sea. Only the
purpose of selling in other country.
Innovation of plant:
To being echo friendly "GUJARAT AMBUJA CEMENT
LTD" .Installed pollution control equipments, by M/s. ABB &
M/s. Thermex. The plant achieved 148% productivity with
lowest consumption of raw material & electricity after
innovation of plant. GACL's first production - that was in 20th
Sep. 1986 and the cement grade was 33 grade cement which has
comprehensive strength in 550 kg/cm2
&by the passing time
they have change technology of production & nowadays they
are producing 53 grades with 700 kg/cm2
comprehensive
strength.
Awards:
The company has achieved lot of National awards for quality
management every efficiency & productivity, pollution control
etc…

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 Achievement of the AMBUJA CEMET LTD.
Year Awarded By Awarded For
1989-
90
The Economic Times
Hayward Business School
Association of India
Best Corporate Performance
award under Municipal
category
1989-
90
National productivity Council Certificate of Merit for
Productivity in the Cement.
1990-
91
National productivity Council Second Prize for productivity
in the Cement Ind.
1991 Govt. of India National Award for the best
trade name.
1991 Gujarat pollution control boar
d
First prize for Environment
Management -1991
1992 Trade leader's club – Madrid,
Spain
International Award for the
Best Trade Name – 1992
1991-
92
National Council for Cement
&Building materials
National Award for best
Energy performs. 1991-92
1991-
92
Bureau of Indian Standard Rajiv Gandhi National quality
award
1993 Bureau of Indian Standards Quality Systematic certificate
IS – 14002-1986 ISO – 9002 -
1987
1992-
93
National productivity Council Second best productivity
1993-
94
International Greenland Societ
y Hyderabad
Productivity, Gold award

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6. SIZE OF THE UNIT
There is no any fixed standard to measure the size of unit. But our
Govt. of India has made certain rules for measuring the unit, likewise,
when the investments of the company is above 100 laces, or total
employment are more than 400 then it is considered as a large scale
industry. According to govt. rules the "Gujarat Ambuja cement ltd" is
large scale company because of it `s forms of company.
7. FORM OF COMPANY
The G.A.C.L is a Public Limited Company. In Which ………
Share capital is ………………………………..304.48 Crores Rs.
Investment in plant & machinery is…………….1288.94 crores Rs.
Net current asset is …………………………….418.24 crores Rs.
Corporate Office:
Elegent Business Park,
MIDC Cross Road B,
Andheri East,
Mumbai-400059
Registered Office:
Ambuja Nagar P.O.
Taluka Kodinar, Dist. Somanath,
Gujarat -362 715
Solicitors & Advocates:
Kanga & Co
Works:
Ambuja Nagar P.O.
Taluka Kodinar, Dist. Somanath,
Gujarat- 362 715
Bhavnagar Office:
317/318 3rd
floor
Madhav Darshan, waghavadi road
Bhavanagar-364 001

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Index of Production Management
Sr.No. Particular Page No.
1 Introduction
2 Manufacturing Process
3 Production Process Chart
4 Products Of Ambuja Cement

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1. INTRODUCTION
Production management deals with decision making
related to Production Process so that the resulting goals or
services are produced according to specification in amount and
by the schedule demand at minimum cost.
Production Management is concerned with that process,
which convert INPUT into OUTPUT. It is a process of effective
planning and regulating the operations of that section of
enterprise, which is responsible for the actual
TRANSFORMATION of MATERIALS into FINISHED
PRODUCTS.
Production management becomes the acceptable term
from 1930s to 1950s. As F.W. Taylor’s works become more
widely known, managers developed techniques that focused on
economic efficiency in manufacturing. Workers were studied in
great detail to eliminate wasteful efforts and achieve greater
efficiency. At the same time, psychologists, socialists and other
social scientists began to study people and human behaviour in
the working environment. In addition, economists,
mathematicians, and computer socialists contributed newer,
more sophisticated analytical approaches.

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2. MANUFACTURING PROCESS
Cement is manufactured by using the mixture of limestone, clay,
sand, literate, bauxite and iron and the mixture is burning at a high
temperature of1,400 to 1,500 degree Celsius and the resultant clinker (a
final product) is made then it mixed and grinding with gypsum to form
cement for final use.
The process of manufacture is divided broadly into 3
stages………….
Stages of process:-
1. Preparation of the raw materials
2. Burning process of the raw materials in kiln and
3. Grinding the clinker to the finished products
Type of Processes:-
There are mainly 3 types of processes to get the final product. These
processes are as follows…………….
A. Wet process.
B. Semi dry process.
C. Dry process.
A. Wet Process:-
This is the old process of manufacturing of cement. In this process
the raw material grinding with sufficient water, so that the mixture
contains 30% to 40% of water. But it is not useable because it use higher
coal consumption 30% to 35% as compared to dry process.

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B. Semi dry Process:-
In this process the raw material are processed in dry state and the
grinding raw meal is neutralized by addition of 10% to 20 % water, and it
is final by heat consumption process.
C. Dry process :-
This is the modern method of production. In the dry process
limestone and clay are fed into a grinding mill with passing hot air. The
materials are heats dried thoroughly and then reduced to fine powder
know as raw meal.
The raw meal is mixed with a little water and formed into nodules
in nodulising fan. Their nodules are then fed into a moving grate through
which the hot gases from the rotary klin are passed. They are dried in
pertically claimed.
The calcined nodules then fall into a short rotary klin of
conventional design where they are burnt to form clinker.

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(A). MINING STAGE:
The limestone is come out from mine by drilling and blast method.
And it is reach at plant by huge damper having carrying capacity of 35
tones.
(B). CRUSHER STAGE:
Limestone and marl are fed into the crusher plant which crushes
the size of 100 mm maximum. This crushed material is taken to
the further stage.
(C). STACKER STAGE:
The stacker makes stock piles for pre blending in about 350 to
400layers. Sample of limestone are taken out every 5 minutes for analysis
in the laboratory to determine their chemical properties, total carbonate.
This analysis is done to determine the composition of the stock pile
correction where require are done at this stage.
(D). RAW MILL STAGE:
Raw mill is a vertical roller mill in which crushes the material into
fine powder.
(E). BLENDING SILO STAGE:
In this stage silo blends material by clarification. Material gives
correct weight of the fed material or not.
(F). PRE-HEATER STAGE:
In this stage, passing the material from the top and the hot gasesup
wards from the kiln so, the materials come down and take heat.
(G). PRE-CALICIFATION:
In the pre-calcification the 5% of powdered coal is fired, Because
of the ore-heating and kilns are calceficated about 85 to 90 % materials is
calcined before the materials enter the coco3 with calcium oxide (quick
lime) and carbondioxide.

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(H). CLINKERISATION:
This material then enters the kiln, which rotates it with slow speed.
The material then enters the sintering zone where. In it the temperature is
around 1400 c to 1500 c. Then the clinker is become cooled and it is
taken in big for bucket storage.
(I). CEMENT MILL:
In this stage the gypsum is added in cement about 4% to
6%.Thegypsum is added because this has effect regarding the setting time
of cement thereby providing time for work to be performed in planning
the concrete. Then it is gone for packing department as a when required.
(J). QUALITY CONTROL:
To maintain quality it is required that every stapes of
manufacturing process is cheek by proper measurement and in ambuja the
whole process right from feeding of raw materials to manufacturing of
cement is controlled by Japanese computers. Because of that it is possible
to manufacture better than better quality of cement. It use CCU (Close
Circuit Unit), in the manufacturing process so, that they have improved
their quality of cement and productivity of cement and it is -9000 metric
tons per day.
(K). PACKING:
The final stage of cement is packing. The capacity of each packer
is120mt/hour or 2400 bags per hour the total capacity is 240 tones or
4800 bags per hour. Then they are carried by trucks of wagons for one
place to other place.

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3. PRODUCTION PROCESS CHART
Mining Stacker StageCrusher Stage
Raw Mill
Clinkerisation
Reclaimer
Stage
Blending siloPre-heaterPre-
calcification
Cement Mill Quality
Control
Packing

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4. PRODUCTS OF AMBUJA CEMENT

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Index of Human Resource Management
Sr.No. Particular Page No.
1 Introduction
2 Organisation structure
3 Recruitment and its procedure
4 Promotion & transfer policy
5 Wage & Salary Administration
6 Provident fund scheme
7 Collective bargaining scheme
8 Trade union
9 Personnel records
10 Employee benefit services
11 Time keeping system

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1. Introduction
Definition:-
A Human Resource Management can be defining as
“H.R.M is Managerial function which concurred with hiring,
motivation, directing and maintaining the people in the
organization. – It is known as Human Resource Management.
Human Resource Management (H.R.M) is also known as
personal management. Without H.R.M a company cannot
achieve their goal easily. All the company has H.R.M
department.
Highlight on Human Resource Management:
1) It is managerial and top level function.
2) It is concerned with employees, both as individuals as well
as a group.
3) It is try to develop employee skill and better performance.
4) Personnel Management is a continuous process.
5) Without H.R.M a company cannot achieve their goal easily.
Gujarat Ambuja Cement Ltd has H.R.M department having
an experienced Vice President.

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2. ORGANIZATION STRUCTURE
Gujarat Ambuja Cement Ltd established the line and staff
type of organization. Personnel department is under direct
control of vice president Senior Manager is responsible to vice
president. The main functions of personnel department of
Gujarat Ambuja Cement Ltd. Is…………………
1) To recruitment of employee.
2) To conduct interview for selection of efficient person.
3) To make man power planning.
4) To give guidance, and motivation to the employee.
5) To dealing with transfer and promotion.
6) Wage and salary administration.
7) To maintain the personnel records. The organization chart of
personnel department of the G.A.C.L is as under:

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Organization chart of H.R.M

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3. RECRUITMENT AND ITS PROCESS
Recruitment:-
Employees are the asset of the company, so it to get skillful person
for proper management of man, machine, money and material.
This process is held by Personnel Department. The process of
recruitment gets started because of transfer, dismissal or promotion of
the employee. The person in charge gives advertisement through various
means of communications like new paper, Television, Magazine etc. The
recruitment is may be on……………….
(1) At management and administration level.
(2) At staff level.
(3) At worker level.
Recruitment process:-
Generally the following procedure is taken into consideration while
selection the member.
1) Choose proper media for Advertisement.
2) Accept all the application, and analysis them.
3) Select applicant on the basis of application.
4) Sand them call latter.
5) Conduct personal interview.
6) Then selected employees are given an Appointment letter and
make induction in the organization.

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4. PROMOTION AND TRANSFER POLICY
PROMOTION POLICY:-
"Promotion" is refers to the more authority, salary, and more
responsibility.
In Gujarat Ambuja Cement Ltd., they use only performance basis
promotion. So, employees are promoted on the basis of their skill,
performance and their achievement level.
TRANSFER POLICY:-
"Transfer refers to the transfer of person in other department, or on
other site with same authority, responsibility, and same salary.
In Gujarat Ambuja Cement Ltd., the workers are shifted internally
–in Shift A to B, B to C, and C to A.

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5.WAGE AND SALARY ADMINISTRATION
Wage and salary are most use full to give motivation to the
employee. Wage and salary means the monitory reward paid to the
employee on behalf of his work.
In Gujarat Ambuja Cement Ltd. they pays salary to Employees and
Wages to labors And other allowances are paid. The amount of wage &
salary paid depends on grades.
A Grade / Management Category are…..
Basic salary + house Rent Allowance + 10% provident Fund
+Medical Allowance + medical Allowance + Vehicle Allowance + Bonus
+ D.A.
OVERTIME PAYMENT:-
Overtime payment is admissible toward wage board workers
only. The over time payment is made on the basis of overtime memo
received from the department head.
EXTRA DUTY INTIMATION:-
If in accident case worker may lose his efficiency of performing
the present job. In such cases company make transfer of the
employee and if he is not able to work at all the units, the unit pays a
reward to employee. On the event of death of a workman the wages and
other dues shall be paid to the nominee as declared under the provident
fund Act.1952.

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6. PROVIDENT FUND POLICY
The Gujarat Ambuja Cement Ltd. Has to follow Provident fund
Act 1952.Provident fund will be deducted from salary of employee at a
rate of 12%.
DETAILS ARE AS UNDER:-
 Employee’s contribution @ 12% will be deposited in provident
fund account.
 Employer’s contribution @ 12 will be deposited in two different
accounts a follows.
•Deducting 8.33% goes to pension account.
•And 3.67% goes to P.F. Account.
7. COLLECTIVE BARGAINING:-
Collective bargaining is negotiation between an employer and a
group of workers to reach an agreement on working condition. It is
also considered as one of the remedial measure to set industrial dispute.
There is no formal collective bargaining in Gujarat Ambuja
Cement Ltd. If there were any problem arise it is solved by management
and lab our unions. By meeting and the decisions making.
8. TRADE UNION:-
According to Section 2(b) of Trade Union Act of 1926.
Gujarat Ambuja Cement Ltd. has no formal trade union. There
is one active labour union known as "Gujarat Ambuja Cement
Karmachari Sangh". It is only the union which fights for the rights of
workers & solves the disputes.

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9. PERSONNEL RECORDS
Personnel record is a very important thing which includes name,
address, date of birth, qualifications, hobby, experience etc. and as it
helps to take timely decisions. It also preserves evidence for future
reference or use. Looking to the importance of personnel records Gujarat
Ambuja Cement Ltd. has maintained separate file for each and every
necessary details.
10. EMPLOYEES BENEFICIAL SERVICES
The personal management is tried to focus on employee and
employer to give best services. Thus it increases the satisfaction and the
long run income of the company. The Gujarat Ambuja Cement Ltd.,
provide the best services to their employee. The facilities provided by the
organization to the employees is as under……………………….
(A) EDUCATIONAL FACILITIES :
The Gujarat Ambuja Cement Ltd. has its own English medium
school situated in Kodinar city. The fees are very normal so, that a
common person can able to provide their child a better education.
(B) MEDICAL FACILITIES :
The unit has its own medical center established in colony when any
family member of employee or himself is sick he can directly visit to the
nearby hospital and can go under Medical treatment. In case of any injury
or accidents the company pays the full expenditure, incurred for the
treatment of worker. During his rest period he would get the salary of
those days.
(C) LEAVE FACILITIES:
The following are the leave facilities provided by the company to
the employees:
 Festival Leave:
All the workmen are granted National and social Festival holidays.

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 Sick Leave:
The unit grants 12 days as a sick leave to the employees. He can
take leave for 12 days in one year for his sickness.
 Casual Leave:
A workman may be granted Casual leave of absence with pay not
exceeding 7 days.
 Privilege leave:
Privilege leave is the leave for workers only. The workers can get a
privilege leave if he works for continuous 209 days.
(D) CANTEEN FACILITIES:
The Gujarat Cement also provides a good canteen, where every
worker can go and take refreshments and snacks at cheap rates and
hygienic than other stuffs available in the market.
(E) OTHER ALLOWANCE:
 Health Allowance:
Health allowance is provided 5 % of the basic salary to the worker
who works near the boiler, kiln etc. where the temperature is very high.
 House rent allowance:
The unit has its own residential building constructed within the
unit. This makes the workmen easy to reach. It can provide quarters to
all workmen.

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(F) TRANSPORT FACILITY:
Gujarat Ambuja Cement Ltd. has its own bus which traveling from
Gujarat Ambuja Cement Ltd. to Kodinar and Veraval. In workers bus
they travel freely (no fare). There is even one school bus facility provided
too.
(G) BANKING FACILITY:
Gujarat Ambuja Cement Ltd. has its own banking facility provided.
(H) RECREATION AND SPORTS:
In its residential colony the unit has build up a recreation and
sports club. The club is facilitated by outdoor & indoor games. The club
has a library too.
(I) LIBRARY FACILITIES:
The unit has its well developed library. This has many types of
Newspapers in May languages and many magazines Indian and Abroad.

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11. TIME KEEPING SYSTEM:
The time keeping system is required for the entire department for
the entire worker, manager and a manager. There are various methods for
timekeeping but Gujarat Ambuja Cement Ltd. Running with scientific
system for timekeeping they use 2 methods for time keeping system and
it is ….
(1)The register Roll system: In which the managerial staff has to
maintain the data of their arrival, exit, leave, and presents of all
the days. It is completely manual work.
(2)The other time keeping system is Punch Card System. In this
each employee has their own cards and each card has different coad.
They are inserting the card in punch machine, which is organized
automatically. The punch cards are so organized that an employee can
enter his card only 4 times in a day so, there were no problem about
cheating. The punch machine is put on main gate, one in main
department, one in administration office. The punch cards are also meant
for truck drivers for counting on the exits and entries of number of
travels.
The punch card system is very scientific; it is less time consuming
the possibility of mistakes.
For better performance, arrangement, account of employees
working limit, and take care health of employee & worker. The plant of
G.A.C.L. works for 24 hours divided in to three shifts of 8 hours each.
And it is as……………...
FOR PLANT FOR ADMINISTRATION STAFF
Shift A 6.00 A.M. To 2.00 P.M. 8.00 A.M. To 12.00 P.M
Shift B 2.00 P.M. To 10.00 P.M. 12.00 P.M. To 2.00 P.M(Lunch Time)
Shift C 10.00 P.M. To 6.00 A.M. 2.00 P.M. To 6.00 P.M

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INDEX of marketing management
Sr. No. Particular Page No.
1 Introduction
2 Organisation of Marketing
Department
3 Production Planning
4 Marketing Segmentation
5 S w o t Analysis
6 Pricing Policy
7 Channel of Distribution
8 Sales Promotion
9 Advertising
10 Marketing Research

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1. INTRODUCTION
The term marketing is derived from Latin word ‘marcutus’ which
means a place where business is conducted.
Market:-
The market means a place where buyer and seller meet each other
and the deals finalize.
Marketing:-
Marketing means to delivered goods and services at a right time, at
a right place, and to the right person. – It’s known as marketing. The
bases of marketing are selling of the product. But the term marketing is
very wide and various. The marketing head office of Gujarat Ambuja
Cement Ltd. at Mumbai which includes the Marketing Department of
Gujarat Ambuja Cement Ltd. is in Gujarat, Maharashtra, Rajasthan and
other stat of the country and also in foreign country. Gujarat Ambuja
Cement Ltd. covers sales area in South Gujarat, Mid Gujarat, North
Gujarat, Saurashtra and Kutch, Gandhinagar and Kheda. Marketing
is starts with human’s needs and wants. People want their basic need
like food, air, water clothing & shelter to survive. The human wants are
unlimited, various, and wide so, the marketing process will never
becomes top.

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2. ORGANISATION OF MARKETING
DEPARTMENT
It is true that the human wants are unlimited, various, and wide
so, it is a responsibility of Marketing Department to organization it’s
department in such a way that it can help to satisfy the human wants. It
does not help in the sales and distribution of the goods and services only
but it also help to customers satisfaction. Gujarat Ambuja Cement Ltd.
has its head marketing office at Mumbai. The unit has adopted the
marketing strategy of Geographical area wise. In Gujarat the burden of
marketing is carried by private marketing agency MITCO which is
situated at Ahmedabad.
The Organisation structure of Marketing
department of G.A.C.L.
MANAGING DIRECTOR
MANAGING MARKETING MANAGER
ASST. MANAGER
SENIOR SALES OFFICER
SALES OFFICER
SENIOR EXECUTIVES
MARKET REPRESENTATIVE

43 | P a g e
3. PRODUCT PLANNING
To satisfy customer needs and wants product planning is essential.
Many products affect some factor like geographic factor, cultural factor,
social factor, demographical factor, psychological factor, and many
others.
Product planning is related following matters…………..
1. Product mix {Product width, line, depth, & distribution Channel}
2. Packing
3. Labeling
4. Branding
5. After sales service
6. Organizing
7. Product research
The main product of G.A.C.L is cement and Product planning of
G.A.C.L is as under…………………………
 Port land pozoland cement [PPC]
 High strength ordinary port land cement [HSOPC]
 53 grade cement.
 Special cement for railway etc.
In product planning the product, which is demanded the most is
paid more attention. G.A.C.L.
has also done the same. This unit has paid more attention to OPC because
it is demanded more G.A.C.L. products other types of also but only
anticipation of its demand for e.g. in Narrmada Project, PPC was
demanded which was fulfilled only by G.A.C.L.
G.A.C.L. has paid special attention for the quality
maintenance. The quality test is held every day and every after one hour
taken by G.A.C.L. for only maintaining a standard quality, and because of
this it got the ISI mark. It has been given……….
 ISO 2000 [ For pollution free production ]
 ISO-9002 [ For quality ]

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4. MARKET SEGMENTATION
Market Segmentation is a process of dividing total heterogeneous
market into various segments. Each segments tends to be homogeneous in
all significant accepts, for the purpose of selecting one or more segment
as a target market for a company and separate marketing mean is a
reward to be developed for even segment.
It is an act of classifying consumers on the basis of their
characteristics to select target market.
There are two type of market segmentation in
G.A.C.L:
1. Consumer Oriented Segmentation.
2. Product Oriented Segmentation.
Market can be divided on Geographic Segmentation,
Psychographic Segmentation and Demographic basis.
G.A.C.L. has adopted market Segmentation mainly on two bases.
(1). Consumers Segmentation.
(2). Geographic Segmentation.
(1) Consumer Segmentation: it is divided in 3 divisions in G.A.C.L.
A. The general public segment.
B. The Government segment.
C. The contractor segment.
(2) Geographical Segmentation:
It is divided in 2 divisions in the G.A.C.L. at Bombay covers the
region of Rajasthan, M.P., Maharashtra etc. while Ahmedabad covers
only Gujarat because it forms the major part of G.A.C.L. market. Because
of quality G.A.C.L. taking maximum benefits of market response. As
a result G.A.C.L. is the market leader in Gujarat.

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Market segmentation are use full as under…………………..
1. Maximum market for the product can be achieved.
2. Market gets new opportunities.
3. Selecting of channel of distribution.
4. Selecting advertising media.
5. S W O T ANALYSIS
SWOT analysis is a strategic planning method used to evaluate the
Strengths, Weaknesses, Opportunities, and Threats involved in a project
or in a business venture. Ambuja Cement Ltd. SWOT analysis as under:
 STRENGTHS:
1. Lower energy cost due to imported calorific value coal and use of
non conventional fuels.
2. Lower transportation cast due to increased transport through sea
router fro bulk shipping.
3. Very high brand identity.
4. Excellent innovation engineering and technological skill useful for
operating excellence.
5. Very less dependent on government for coal and power.
 WEAKNESS:
1. No national geographic coverage as in case of competition.
2. Very limited fragmentation of plant, which avoid is presence in
very sub regional markets.
3. High Oil Prices, Cost of Power increase production cost.
4. Supply exceeds Production lead to competition in price.
5. Low Quality as compared to international standard but improving.

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 OPPORTUNITY:
1. Higher agriculture production may result into higher purchasing
power, which will increase demand.
2. Stability of Government may result into higher FDI inflow which
will give rise to MNC’s entry in India, which would require
operations in India. Thus large infrastructure projects and related
requirements of housing and accommodation will boost cement
sales.
3. New product usage of RMC (Ready Mix Concrete) wouldthe
demand.
 THREATS:
1. Threats from the economic cycles. I.e. Recession or growth.
2. Change in Government policies in term of coal, diesel, raw
material and transport.
3. Exchange rate fluctuation having direct effect on bottom line as
well as on export.
4. Capacity expansion by the competition which will lead to the
surplus of the cement.
5. Further Hike in Oil Prices.

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6. PRICING POLICY
Price is the main factor to satisfy the customer. Prices are known
by different names like - fees, fare, rant, commission etc. The
pricing policy is directly or indirectly affects the fixed cost, variable cost,
Government policy etc.
(A) COST ORIENTED PRICING:
In this product the price is decided as per the cost of product and it
is also known as target pricing.
(B) DEMAND ORIENTED PRICING:
In this product the price is decided as per the consumer demand.
Gujarat Ambuja Cement Ltd. has many competitors in India and
other country also. So, they have set prices taking into consideration all of
them. Thus, the prices are always fluctuating it is also fluctuated by
government.
Gujarat Ambuja Cement Ltd. looks upon following factors for
determining prices:-
(1) Cost of production.
(2) Advertising.
(3) Distribution cost.
(4) Sales promotion cost.
Gujarat Ambuja Cement Ltd. provides some motivation like gifts,
discounts; commission etc. for increases the efficiency of the dealers,
stockiest to selling more.

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7. CHANNELS OF DISTRIBUTION
A channel of distribution refers to a process of distribution goods
and services to the consumers by producer. It is known as distribution
channel because there were made channel between producer and
consumer while the selling and buying process is doing the market and it
is as………………
1. Zero level distribution
Producer Consumer
2. One level distribution.
Producer Retailer Consumer
3. Two level distribution
Producer Wholesaler Retailer Consumer
4. Three level distribution
Producer Agent Wholesaler Retailer Consumer
In G.A.C.L. the main channel of distribution is three level of
distribution. In G.A.C.L. marketing agency MITCO is engages in
performing marketing activities in Gujarat. They have their sales
representatives in Gujarat appointed by MITCO. It collects the order from
the Gujarat and provides them their stock by transport facility.

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TRANSPORT FACILITYS:
In G.A.C.L. the transportation of cement bag is done by two ways………
(1) one is roadways (name of the road)
Rajmoti Roadways
Autohires Roadways
Abhishek Rodways.
(2) other is sea ways (name of the ship)
Ambuja Kirit
Ambuja Shakti
Ambuja Vaibhav
Ambuja Shikar
Ambuja Gaurav

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8. Sales Promotion
Sales promotion is a key which opens the door of selling in the
competitive market. Sales promotion is help full for in cress the selling
because it is one type of advertisement for EX: giving a free sample and
sales promotional services. To increase selling G.A.C.L. has applied sales
promotional stapes at three level like……….
1)AT DEALERR LEVEL :
The unit offer some benefit like cash discount, quality discount,
training to their dealers for dealing properly with consumer.
2)AT SALESMAN LEVEL :
Different skims offers to the salesman for increase the sales
volume by giving fixed target, If he is able to complete his target, he will
be rewarded monetary, non monetary or he got gift by the company.
3)AT CONSUMER LEVEL :
By G.A.C.L. consumer gets benefit of different types of cement at high
quality and gats other social benefit. Sales promotion is not expenditure,
it is an investment which is an integral part of marketing to beat
competitor.

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9. Advertisement
Advertising is the modern medium of communicating between
buyer and seller. Advertising is a process of increasing customer tasted
towards products. A better advertisement can work as neculier bomb to
beat the competitor in the market. The G.A.C.L. has separate advertising
budget committee and the budget is fixed. Advertisement may be on
quality, new idea, their services etc….The main objective of G.A.C.L. to
making advertisement of Ambuja cement is Quality and strength.
The G.A.C.L. has made contract with "TRIKAYA" - A private
advertisement agency and it is make advertisement by…………….
1) Print Media :
G.A.C.L. gives advertisement in the news paper and Magazines.
By regular period.
2) Out Door Media :
G.A.C.L. gives advertisement on poster, holdings, wall
painting, T.V, radio and internet by regular period.
T.V. advertisement images

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10. MARKETING RESEARCH
Marketing research is very important element to find out the
customer satisfaction, product sales, distribution channels, pricing,
advertising. It also helpful to sales fore casting for company's product
which is related to future planning. In G.A.C.L marketing research is held
and controlled by the Bombay head office. Marketing research is also
giving the idea about fashion, taste, social factor, physiographic factor
etc. The G.A.C.L. makes marketing research by two ways:
(1). Experimental method:
It is making for check the distribution channel, advertising
strategies etc.
(2). Survey method:
The G.A.C.L. make survey method By conducting the personal
interviews, by research marketing to find out effect of advertisement,
sales volume, distribution channel etc.

54 | P a g e
Index of financial management
Sr. No. Particular Page No.
1 Introduction
2 Organization of Finance Department
3 Bankers
4 Capitalization
5 Capital Structure
6 Management of Fixed Assets
7 Management of working capital
8 Analysis of financial Ratio & Leverage
9 P&L Statement of G.A.C.L.
10 Balance sheet of G.A.C.L.

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1. Introduction
“Money is the life blood of business”
Money is one type of factor of production which is known as
capital. It is sure that the money is required for starting of the business,
expantation, for development of new unit, and liquidation of the business.
Thus the money is required the starting of business to liquidation of
business of the business. The money is work as lubricant oil in the
business. So, without money the business cannot even start. So the
company has to attention on how they get money, how they utilize the
money, how they invest it to get maximum interest……this all the thing
is known as financial management.
FINANCE means procurement of fund and maximum utilization
of fund which available in the business. So, it is required to control on the
money and it known as financial management.
Financial management is a planning, efficient allocation of funds
and control on the money. Financial information is required for:
1. Share holder
2. Creditors
Looking to the importance of financial management G.A.C.L. has
established a separate financial department which is made financial
budget for all over the company and solves the problem of finance in the
company.

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2. ORGANIZATION OF FINANCE
DEPARTMENT
In Gujarat Ambuja Cement Ltd., the finance & account department
is headed by the Vice President (Finance). Under him there are 2 group of
executive and its chart is as……….
In G.A.C.L all the authority is establish to the vice president of finance
and he has to maximum utilization of fund.

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3. BANKERS
The G.A.C.L is gating finance or banking facility by……………
Bank of India
Dena Bank
Bank of Baroda
Punjab national Bank
ANZ Grind lays Bank
4. CAPITALIZATION
Capitalization means total funds required for doing business, funds
like equity fund, borrow fund, fixed asset, current asset etc…as
per financial point of view capitalization is required for earning fair rate
of return on the investment. In other word, the Capitalization refers to the
decision regarding the total requirements of long term funds.
Types of capitalization:
There are three type of capitalization
(1) OVER CAPITALIZATION.
It Means the real value of share is reduced then the book value of the
asset. It occurs when the real value of the assets is less than the long term
funds of company.
(2) UNDER CAPITALIZATION
It Menace real value of share is higher than book value of the assets. It
occurs when the real value of the assets are more than the long term funds
of company.
(3) FAIR CAPITALIZATION
It menace real value of share & book value asset is equalize each other.

58 | P a g e
5. CAPITAL STRUCTURE
The G.A.C.L is public limited company so the company has issued
the equity share capital which is known as long term capital. To handle
capital structure is very difficult task. Capital structure of the company
involves many functions like borrowed capital, owner's capital,
share capital. Borrowed capital means the capital borrowed from the out
spiders. It may be another company, some banks or from some industries
share capital means capital gain from funds and shares. The capital
structure of GUJARAT AMBUJA CEMENT LTD. Is as….
6. MANAGEMENT OF FIXED ASSETS
Generally there are two types of assets:
(1) Fixed Assets:-
The fixed asset are those asset which gives long time benefit in the
business like plant, machinery, equipment, building etc. The investment
in fixed asset of G.A.C.L. is RS. 3469.89(in cores). The design of plant is
derived from the Germany; it was the latest cement plant in Asia.
(2) Current Assets:-
The current assets are such asset which gives short time benefit
and which are use day to day in business. Like inventories, cash and
bank, loan and advance.

59 | P a g e
7. MANAGEMENT OF WORKING
CAPITAL
Working capital means short time assets and liabilities. To done the
continuous routine activity we need some working capital so, in simple
word working capital is nothing but analysis of Current Assets & Current
Liability.
There are mainly two concepts of working capital.
(1) Gross Working Capital
(2) Net Working Capital
Gross working capital is the capital investment in the term current
assets i.e. cash, short term securities, debtors, bills receivable and stocks
etc.
Net working capital is the difference between current assets and
current liabilities. Working capital management mainly on three
bases……..
(1) Management of inventory.
(Value of raw material, working process, finished goods and
scrape)
(2) Management of receivables.
(3)Management of Cash & Bank.

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8. FINANCIAL RATIO ANALYSIS
Financial ratio is one of the most important tools to analysis and
criticizes the account prepared by the business. A financial ratio means
relation between two or more related item of financial statements known
as ratio. The ratio may be in proportion or in percentage (%).because of
ratio analysis the company can make future estimation and take step for
future.
RATIO ANALYSIS
There are three branches of accounting:
(1) Financial Accounting.
(2) Cost Accounting.
(3) Management Accounting.
In Management Accounting Manager has to prepare various
statements. Manager has to do some analysis & interpretation of various
data. Through this analysis manager has to evaluate past information,
current position and predict future position. So, this purpose he has to do
analysis of various financial situations.

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Ratio Analysis
[For year 2006-07 only]
(1) NET PROFIT RATIO :-
= Net Profit (PAT)*100
Sales
Net Profit (PAT) = 1769.10
Sales = 5705
= 1769.10*100
5705
= 31.10 %
This ratio gives the information about actual margin of profit
realized from routing activity. Generally standard margin is 10% to
15%. But it is 31.10 % so, company has good profitability.
(2) Current ratio :
= Current Assets
Current Liability
Current Assets: - Inventories, sundry debtors, Cash and Bank Balances,
other current assets, loans and advances.
Current liability: Liabilities, Provisions.
= 1587.33
1169.09
= 1.36:1

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This ratio gives the actual information about the liquid position of
the company. Standard margin of this is 2:1. Here, it is actually 1.36:1
which near the standard margin so, presenting good liquidity of the
company.
(3) Liquid ratio
= Liquid Assets
Liquid Liability
Liquid Assets = Current Assets – Stock
Liquid Assets = 1587.33 – 317.00
Liquid Liability = Current Liability – Bank Over Draft
= 395.75 – Nil
= 395.75
= 1267.33
1169.09
=1.08: 1
This ratio gives the information above actual liquidity of the
company. Standard margin of this is 1: 1 and here, it is 1.08:1 so
company has good liquid position.

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LEVERAGE ANALYSIS
The term LEVERAGE may be defined as the employment of assets
or sources of funds for which the firm's pay fix cost or fix return.
TYPES OF LEVERAGES
1. Financial Leverage
2. Operating Leverage
3. Composite Leverage
1. Financial Leverage:
Financial leverage is a leverage created with the help of debt
component in the capital structure of the company. Higher the debt,
higher would be the financial leverage because with higher debt comes
the higher amount of interest that needs to be paid. Financial Leverage
can be Find out with the help of following formula:
Financial Leverage = EBIT (Earnings Before Interest & Tax)
EBT (Earnings Before Tax)
2. Operating Leverage:
Operating leverage, just like the financial leverage, is a result of
operating fixed expenses. Higher the fixed expense, higher is the
operating leverage. Under good economic condition, due to operating
leverage, an increase of 1% in sales will have more than 1% in change in
operating profit. To calculate operating leverage, formula is given below.
Operating Leverage = C (Contribution)
EBIT
3. Composite (Combine) Leverage:
It arises in EPT structure Due to financial leverage and
operating leverage. It can be calculate with the help of following formula:
Composite Leverage = C/EBIT
Composite Leverage = Financial leverage*Operating leverage

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9. P&L Statement of G.A.C.L.
Particulars
Note
No.
(Rs. In
Lakhs)
For the
year ended
31 March,
2015
(Rs. In
Lakhs)
For the
year ended
31 March,
2014
Rs. Rs.
Other Income
(a) Donations & Grantts
- From Ambuja Cements
Ltd.
2865.00 3430.00
- From Narotam
Sekhsaria Foundation
142.05 130.30
- From Funded Projects 3 692.86 626.18
- From others 14 160.25 30.55
(b) Miscellaneous Income 15 164.12 75.79
Total Revenue 4024.28 4292.83
Expenses
Employees Benefit Expenses 16 927.00 821.56
Health & Sanitation
Development
702.86 420.60
Community Welfare Expenses 638.41 926.59
Agriculture Development
Expenses
615.08 560.40
Water Resource Development 574.10 596.64
Vocational Training Expenses 350.93 282.93
Educational Expenses 123.94 108.40
Donations - 13.24
Cattle Camp / Animal
Husbandry Expenses
23.78 22.52
Women & SHG Expenses 35.68 -
Monitoring & Research
Expenses
24.34 -
Krishi Vikas Kendra Expenses
(Agriculture Science Centre
sponsored by Govt.)
12.70 16.85

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Salinity Ingress Prevention &
Mitigation Project
(Kharas Vistarotan Yojana)
29.20 63.05
Depreciation and Amortiozation
Expenses
8 105.22 52.05
Other Expenses 17 239.40 305.12
Total Expenses 4402.66 4189.96
Deficit carried to Corpus
Fund
378.38 102.86
Significant Accounting Policies 1
Notes to the Accounts 2-23
See Accompanying Notes to
the Financial Statements
For Chaturvedi & Company
Chartered Accountants
Firm Registration No.: 302137E
(Committee
Member)
(Nilima Joshi)
Partner
Membership No. 25122
(Committee
Member)
Kolkata the 22nd day of June
2015.

66 | P a g e
10. Balance Sheet of G.A.C.L.
Particulars
Note
No.
As at
31 March,
2015
(Rs. In
lakhs)
As at
31 March,
2014
Rs. Rs.
I. Liabilities
1) Corpus Fund 2 915.83 1294.21
2) Assisted Project
Funds
3 266.72 213.97
3) Other Long-Term
Liabilities
4 1.08 0.17
4) Current Liabilities
(a) Trade Payables 5 179.25 162.77
(b) Other Current
Liabilities
6 137.34 175.46
(c) Short Term Provisions 7 143.98 104.42
460.57 442.64
Total 1644.20 1950.99
II. ASSETS
1) Non-Current Assets
(a) Fixed Assets: Tangible
Assets
8 472.07 455.91
(b) Long-Term Loans and
Advances
9 53.42 44.08
(c) Other Non-Current
Assets
10 3.50 6.12
529.00 506.11
2) Current Assets
(a) Cash and Bank
Balances
11 847.16 1116.81
(b) Short-Term Loans and
Advances
12 264.40 302.37
(c) Other Current Assets 13 3.65 25.70
1115.20 1444.88

67 | P a g e
Total 1644.20 1950.99
Significant Accounting
Policies
1
Notes To The Accounts 2-23
See Accompanying
Notes to The Financial
Statements
For Chaturvedi &
Company
Chartered Accountants (Committee
Member)
Firm Registration No. :
302137E
(Nilima Joshi)
Partner (Committee
Member)
Membership No. 52122
Kolkata, the day of 2015.

69 | P a g e
SUGGESTIONS
 Hydraulic training should also be conducted.
 Time duration of this training is short so it should expand 1 or 2
hours.
 Practical knowledge is also important so demo should be given.
 Deep & clear knowledge is required from trainers’ side on drier,
maintenance, valve & other equipment.
 Improvement is needed on fundamental topics.
 Trainer should only give the topic related knowledge not give a
knowledge of the any out of the topics.
 Training on pneumatic concept should be clear.

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CONCLUSION
Today, G.A.C.L. has become one of the larger and
profitable cement units in the Indian Cement Industry. It
has done his job within a very short time by providing
itself as an efficient unit. From the very beginning it has
maintain high quality standard and it has been approved
by granting it ISO 9002. Now slowly it is going towards
the international market and has started to spread its
wings over there. It is slowly and steadily moving
towards the grand success. G.A.C.L. is not only
enveloping its own firm, but is also developing in the
Kodinar Taluka. It has awareness towards environment
by achieving zero level pollution .At last, I really feel
very good, because I get best opportunity to make project
and get practical knowledge of G.A.C.L. It has really
played an important role in developing our country.

73 | P a g e
BIBILIOGRAPHY
To prepare this project I have taken the
guidance of some books for Theoretical concepts &
definitions which are listed below:
Sr. No. Name of the Book Author
1 Personnel Management k. aswathappa
2 Marketing Management Philip Kotlar
3 Financial Management Prof. S.P. shah
Prof. J.M.
shah

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