by prof.pradep patil

1. CHAPTER 3
COMPANY PROFILE AND PRODUCT PROFILE
COMPANY PROFILE
Coffee Day Global Limited is an entrepreneurial venture of its chairman Mr.
V G Siddhartha. His passion with the coffee coupled with the opportunity
provided by the deregulation of the coffee board in 1993 created the perfect
timing for the launch of this company. The visionary chairman Mr.
Siddhartha could foresee the demand for the Indian coffee in abroad and
ABC Trading Company Ltd began exporting coffee across USA, Europe, and
Japan. The ‘Coffee Day’ as a brand was born in the year 1994. In the year
2000, coffee day exported more than 27,000 tons of coffee valued at
US$60Mn and for second time, in a short span of 7 years, retained its
position as the largest coffee exporter of India. In the short journey of 16
years, the company has grown into six divisions and has overtaken one
milestone after another without looking back. Mr. V G Siddhartha, the
chairman has vision to further expand Coffee Day Global Ltd Company in
the domestic and overseas market.
3.1 BACKGROUND AND INCEPTION OF THE COMPANY
It is one of the biggest organizations in the coffee industry and getting world-
class recognition now days. Coffee Day Global Ltd was started in the year
1991 and owned by Mr. V G Siddhartha. Registered office of the Coffee Day
Global Ltd is in Chikmagalur and has its own coffee growing estate. Coffee
Day Global Ltd is perhaps one of the too fully integrated coffee companies of
Asia, involved in all sectors of coffee plantations to retailing to exports.
Coffee Day Global Limited is formerly known as “ABC”. Amalgamated Bean
Coffee Trading Company Ltd. today is the largest exporter of green coffee

2. from India and perhaps one of the two fully integrated coffees Companies of
Asia, involved in all sectors of coffee from plantations to retailing to exports.
Coffee Day Group today is the only fully integrated and the largest coffee
conglomerate in India and is credited with creating the "Coffee revolution" in
India acknowledged by the Coffee Board of India Coffee Day Global Ltd.
From a handful of cafés in six cities in the first five years, Café Coffee Day
has become India's largest and premier retail chain of cafes with over 1,800
cafes in 209 cities/towns. Almost 15 years later, Mr. V.G Siddhartha
established a successful coffee business in Karnataka. He grows coffee in
Chikmagalur and exports about 28,000b tones of coffee annually and sells
another 2,000 tones locally for about Rs350 million each year. His coffee
growing and trading company, Coffee Day Global Ltd, has an annual
turnover of Rs 25 billion. Mr. V G Siddhartha now has 200 exclusive retail
outlets selling his brand of Coffee Day powder all over South India. Coffee
Day Global Ltd is India's largest exporter of green coffee. He owns 15,000
acres of coffee plantations. He started his coffee trading company ABC in
1993, with an Rs 60 million turnover. His company grew gradually. He
bought an ailing coffee curing unit in Hassan for Rs 40 million and turned it
around. Now, his company has a curing capacity of 76,000 tones, which is
the largest in the country. He was the first entrepreneur in Karnataka to set
up a café in 1996 (Café Coffee Day, a chain of youth hangout coffee parlors).
Now, he has 1800 Coffee Day Cafes in India. Sir V.G Siddhartha also hopes
to win the contract to take his chain to all the airports of Karnataka and
then to the rest of the country. His cyber cafes attract at least 40,000 to
50,000 visitors a week. Siddhartha was awarded the Entrepreneur of the
year title in 2003 by The Economic Times for "crafting a successful pan
Indian brand for a commodity business and giving Indian consumers a new
lifestyle experience that is within reach of the common man".

3. 3.2 NATURE OF THE BUSINESS CARRIED
 PLANTATION
 CAFÉ COFFEE DAY
 EXPORTS
 BEVERAGES
 FRESH & GROUND
 PACKAGING
 COFFEE DAY XPRESS
 COFFEE DAY TAKE AWAY
PLANTATION
The management of coffee plantation Coffee Day Global Ltd. Coffee Day
Global Ltd has its seeds sown in the heart of the coffee cradle of India,
Chikmagalur. The plantation situated in Chikmagalur and Mudigere region
of the Western Ghats, are spread over 15000 acres of well maintained estate
up to 4500ft above the sea level. This makes the second largest plantation
company in India. These estates provide a natural habitat for several
geneses of flora and fauna.
These coffees are grown under the dark shadow of various forest tress like
silver, oak, and various others. Other than the above procurement and
storage of coffee beans is done in Hassan and Chikmagalur with huge
procurement machine and large warehouses which can store up to 70,000
tons of coffee.

4. CAFÉ COFFEE DAY
Source: https://www.thenewsminute.com/article/cafe-coffee-day-founder-seeks-valuation-rs-8000-
10000-crore-coca-cola-104461
Coffee Day is the name which we hear daily it is one of the greatest
achievements of Coffee Day Global Ltd. As known to everyone café coffee day
is managed by Coffee Day Global Ltd and present it is one of the biggest
numbers in all India today. The brain behind the accomplishment of the
coffee day is Mr. Naresh Malhothra, the president of Café coffee day division.
we have 1800 coffee day outlets in India today.
They are also entering into the international market by establishing the café
coffee day outlets throughout the world to increase its brand image. As they
have taken initial steps in recent years by establishing the first café coffee
day outlet in Vienna, Austria. The entire café coffee day is managed by the
corporate office of Coffee Day Global Ltd in Bangalore through a wide
network followed by
 State Managers
 General Manager
 City Manager
 Café Coffee Day outlet Manager
All these has end up being the most precious jewel of COFFEE DAY GLOBAL
LIMITED.

5. EXPORTS
Since it is export oriented unit, it exports its coffee beans to many parts of
the world. COFFEE DAY GLOBAL LIMITED exports have been one of the
largest coffee export shipping close to half a million bags in volume.
The clients of COFFEE DAY GLOBAL LIMITED include world’s largest and
most discerning rosters MNCs, trading companies and retail chains. But the
major market of COFFEE DAY GLOBAL LIMITED is Europe. About 80% of
the whole export of COFFEE DAY GLOBAL LIMITED is to European
countries and in these European countries some of the biggest customers of
COFFEE DAY GLOBAL LIMITED are situated. And rest of the 20% of the
exports is carried with USA, Japan, and Middle East. This countries import
coffee beans from COFFEE DAY GLOBAL LIMITED and for their process this
beans and process this beans and produce many verities of coffee for their
markets.
Even under domestic dealing some of the biggest MNCs like NESTLE are the
customers of COFFEE DAY GLOBAL LIMITED, who creates many coffee
products and is present in Indian market as well as Abroad.
Some of the customer to whom COFFEE DAY GLOBAL LIMITED exports its
coffee is:
 SADNALJI TRADING COMPANY LIMITED - SPAIN
 LOUIS DREYFUS TRADING LIMITED – UK
 ALSROOR JABBER LIMITED – KUWAIT
 BERNHARAD ROTHFOS GMBH AND COMPANY – GERMANY
 OLAN INTERNATIONAL LIMITED – SINGAPORE
The above are some of the customers of COFFEE DAY GLOBAL LIMITED
abroad and have many other customers all over the world.
As far as imports are concerned, COFFEE DAY GLOBAL LIMITED imports
special variety of Arabica coffee beans are longer in appearances are very few
and above mentioned type are imported just to provide variety to customers
in India.

6. BEVERAGES
Source: https://akshaya-enterprises-fmcg-goods-wholesaler.business.site/
Beverages in the general sense mean any hot refreshment drinks. So under
beverages department of Coffee Day Global Ltd, it deal with coffee machines
which prepare these beverages such as black coffee, regular filter coffee,
instant coffee etc,. These machines are automated and required some raw
material to be fed in it before the preparation of coffee. After that just by the
press of the button people can get type of coffee ready to drink.
So this department is concerned with selling of such coffee machines which
are used in most of the office and other work places with ready hot coffee for
people who work there, as and when they required it.
These coffee machines create huge markets for Coffee Day Global Ltd which
help in spreading coffee products of Coffee Day Global Ltd all over India. So
separate department for selling and maintenance of these coffee machines is
managed again with same chain of president and manager who concentrate
only on this division.
FRESH N GROUND
These are retail outlets of coffee day situated in major cities of India. These
outlets provide the wide variety of coffee beans and provide both instant
coffee and filter coffee options to the customers and they are given choice to

7. select their favorite variety of coffee beans which are later blended and coffee
powder is provided to customer as per their required quality and
requirements.
Usually all the Fresh & grounds outlets are managed by the corporate office
of Coffee Day Global Ltd, Bangalore.
Source: https://www.justdial.com/Vijayawada/Coffee-Day-Fresh-N-Ground-Beside-Durga-Mahal-
Theater-Patamata/0866PX866-X866-110122194825-Q6Z7_BZDET/photos
PACKINGING
Source: https://www.etherdesign.in/Our%20Work/cafe-coffee-day-2/
Packing division or department is one of the part of the Coffee Day Global
Ltd. The packaging department includes the process of converting coffee
beans into readily consumable coffee products and then packing them in to
attractive packages with different quantities. This process of packaging
takes place in the huge plant located in Hassan where the Head office of
Coffee Day Global Ltd is situated. These packed products of both instant
and filter coffee are then supplied to its retailer and its own Fresh & Ground
retail outlets.
But the marketing of these packed products is done by marketing manager
from corporate office of Coffee Day Global Ltd, Bangalore office. However the

8. packed products are only used and marketed in domestic and exporting of
these packed products does not take place.
XPRESS
Source: https://www.flickr.com/photos/shastrix/8345485234
Coffee day xpress is a unique concept and identical concept of convenient
café; it is an idea that feed a world that is continuous in transit. The coffee
day xpress is a sanctuary where people can pause for refreshment before
getting on one with the life. Retail customers are made for 21st century as it
concerned properly and it can easily be convenient to have a coffee at a time
Amalgamated Bean Coffee Trading Company Limited has its own identical
for having such a beautiful concept. Coffee Day Global Ltd has invested
extensively in research and development to ensure quality of coffee blends.
The Coffee Day Global Ltd manages the small coffee shops and café booths
that we can see in public places like shopping malls bus stations, colleges,
and other places where the general public roam in large number. The major
advantage of these booths are where the people can hang out with the
choice based coffee like hot and cold in their free time apart from this
beverages parts is also can get cookies and cakes with a brand of café coffee
day to have with along with the coffee as well.
Usually the food we see in the café coffee day outlets are been outsourced by
other division and it is easily can available at any circumstances and the
other rest of the food products is been prepared in its own café shops to
experience the feeling of the customer in its own branch of coffee day.

9. COFFEE DAY TAKE AWAY
Source: https://twitter.com/cafecoffeeday/status/800747043224330240
Being a part of beverages and Fresh n ground division, Coffee day take away
is a brand that has no substitute, renowned for its aroma and flavor, Coffee
day has grown to be India’s largest selling brand of fresh filter coffee powder.
Coffee Day Global Ltd the name behind the coffee day take away is one of
the largest producer and exporter of the coffee in the country. The coffee has
been responsible for transforming coffee retailing with over 400 coffee days,
fresh n ground, and outlet serves over 2lac customers every week. Taking
the filter coffee experience forward, expanding its beverages portfolio, the
company has also launched superior Assam teas under Tea Day brand.
Through its Coffee Day Takeaway vending machines initiative, the company
will deliver what the customer has been missing till now. Authentic filter
coffee and fine tea made available conveniently.

10. 3.3 VISION, MISSION, QUALITY POLICY
Vision of the Coffee Day Global Ltd is to present in every space where coffee
can be an integral ingredient. We aim to be one of the top three players,
worldwide in the coffee retail segment. That’s a dream we live up to, and
make real quickly.
Mission of the Coffee Day Global Ltd is to, find and extract the boundless
potential in all that we do--just as we have for every cup of coffee.
To achieve the vision they provide world-class coffee along with great service
at an affordable price to consumers. The aim of the company is to spread
the culture of the coffee throughout the country and Globe. The company
has also vision to open Coffee point outlets within reach, Chain of coffee
points, to meet the customer needs, Quality products at competitive price. It
gives a complete coffee experience to customers.
 The company’s mission is to provide the best in class coffee with a
affordable price through quality of products and value added service.
 To provide superior than the compotators, what they have offering to
the customers.
We are committed to quality and we shall strive continuously to provide
products, which consistently meet the needs of our customers and establish
a value-added relationship, ensuring total customer satisfaction.
QUALITY POLICY
“We at the Coffee Day Global Ltd engaged in producing white coffee beans.
We strive to be the forefront of Indian coffee industry by adopting latest
technology, disciplined quality management system and continually
improving on product quality”.
 Backed by ISO 9002 certificate, and a heritage of over 140 years
 One of the top coffee exporters in India. –to United States, Japan and
Europe.

11.  Asia’s largest integrated company with second largest network of the
coffee estates
 First consolidated and pure coffee outlet to find its footprint across the
globe
 First company in India to receive UTZ certification.
3.4 PRODUCTS/ SERVICE PROFILE
The product coffee is mainly divided in to2 types of coffee beans:
 ROBUSTA
 ARABICA
Arabica is named for Arabs, as mentioned above that was the seed bought
by an Arabs from Yemen for the first time to India. It is better and expensive
coffee compared to other coffee in India. The Arabica coffee tree cannot grow
much taller compared Robusta and other coffee plants.
The Arabica coffee should be taken much care compared to other coffee
plants it is more sensitive, so it should be taken much care throughout the
year of plantation. Much of the Arabica coffee is grown in the Eastern Ghats
of Karnataka which can be seen in the place of Chikmagalur where the
coffee bean is unroasted bean and very much in taste it also have a higher
production cost.
Robusta coffee is grown in the eastern hemisphere also thrive in equatorial
climates, but at low altitudes. This coffee tree can have a less number of
efforts to grow as compared to Arabica coffee. Robusta beans have twice the
caffeine of Arabica, but it has fewer flavors.
Robust Coffee tree can grow up to the height of 6 to 7 feet’s but which
doesn’t take a time and money for the growing purpose. Robusta can have a
twice the quality of Arabica coffee and it is not more price and taste like
Arabica coffee.

12. The major two types of coffee is been differentiated as per its own unique
identity which it can found in the place and area and the coffee structure.
Only these 2 types of coffee is been found in India and also it can only can
grow because of the soil. The sub division of coffee is been is major can
depended on its own size and color and the taste of the coffee.
The 2 types of coffee Robusta and Arabica are brought in to Coffee Day
Global Ltd in two forms such as
 CHERRY
 PARCHMENT
CHERRY
Source:https://www.pinterest.jp/pin/388505905345855718/?amp_client_id=CLIENT_ID(_)&mweb_
unauth_id={{default.session}}&simplified=true
Cherry is the raw coffee which is directly picked from the coffee tree and
then the process of separating the seed and skin of the coffee is done by
Coffee Day Global Ltd. Coffee Day Global Ltd purchases the cherry coffee
which dried coffee from the coffee planters, and the coffee also comes from
its own estates in large quantity, then they were brought to the head office
of the COFFEE DAY GLOBAL LIMITED in Chikmagalur and Hassan, where
the purchased coffee is cleaned and separated from its skin and based on
the quality they will the coffee to the other countries. The Coffee Day Global
Ltd has a high standard check for the quality of the coffee. Before
purchasing the coffee they have various measures to check the coffee quality
based on the condition they will purchase.

13. The coffee is grown in between of December to march this season is best
growing the coffee much of the Arabica coffee is exported to USA. And
Robusta is also grown at a same period in India the Robusta coffee is
exported to the U.K (London).
PARCHMENT
Parchment is a cleaned coffee bean, which is already separated by the coffee
planters (Farmers) through the help of the Pulper machines, which
separates the bean from the cherry, where the skin of the coffee ripen and
the beans, are cleanly separated from cherry and all remaining are
eliminated as waste. Then the beans are dried and then transported to the
Coffee Day Global Ltd Chikmagalur and Hassan for the further process. The
Coffee Day Global Ltd will check the coffee beans for the quality before
purchasing and the they dry the beans and roasting is done with a
appropriate heat. And they packed base on the requirement they were
shipped domestically and to International market, these are also given for
the coffee days and other sub divisions for the coffee business.
Source:http://www.robacafe.com/wp-content/uploads/2017/10/h%E1%BA%A1t-c%C3%A0-
ph%C3%AA-c%C3%B2n-v%E1%BB%8F-th%C3%B3c-300x182.jpg

14. 3.5 OWNERSHIP PATTERN
Mr. V G. Siddhartha, he is an owner, promoter and also the chairmen and
managing director of the Amalgamated Bean Coffee Trading Company
Limited. He had started Coffee Day Global Ltd formerly known as (COFFEE
DAY GLOBAL LIMITED) with his own capital in the year 1991 and the
business is successfully managing it today with a wide large network of the
human resource management.
The company has not issued any shares to the general public for rising of
the capital for raising capital. Private placement of shares is to be done and
20% of the shares of Coffee Day Global Ltd were issued to MNC by Mr.
Siddhartha.
Source: https://en.wikipedia.org/wiki/V._G._Siddhartha
3.6 ACHIVEMENT AND AWARDS
The awards received by the Coffee Day Global Limited are:-
 The top exporter of the Green coffee in the year 1999-2000
 The top exporter of the coffee to the region: USA
 The top exporter of the coffee to the region: European union
 Coffee Day Global was awarded ‘Retailer of the Year’ for brand
excellence by ABP news in 2014

15.  The Promoter, Mr. V G Siddhartha was awarded with ‘ET Retail Hall of
Fame’ for his contribution to the growth in retail sector in 2014
 Coffee Day Was awarded “Retailer of the Year” (Organization Food and
Grocery) for retail excellence by ABP News in 2014
 Coffee Day Global awarded bronze prize by the Coffee Board of India
for being the third exporter of green coffee during 2013-13
 Coffee Day Global was awarded as the Best Retailer under the
category of “Best Customer Service inn Café Restaurant” by Star
Retailer Awards 2013
 Coffee Day Global won the award for ‘Retailer of the Year’ by Asia
Retailer congress in 2009
3.7 FUTURE GROWTH AND PROSPECTS
India coffee is exported to all over the world. But except in India it is
nowhere called as Indian coffee. The Indian coffee does not have a much
name and popularity in the other part of the world. So the Coffee Day Global
Ltd want to make the Indian coffee popular in the international market and
recognize Indian coffee as Indian coffee and not as anything else.
So the café coffee day outlets are planned to open in all the parts of the
world, as a part of it they have the café coffee day outlets in Vienna, Austria,
and planning to open in the other parts of the all the countries and to
increase the popularity not only in India but also in the other countries.
And make Indian coffee popular.

16. 3.8 WORK FLOW MODEL OF COFFEE DAY GLOBAL LIMITED
Coffee bean
Weighting of coffee beans (bags)
Coffee unloading
Moisture checking
Coffee transfer to hulling machine
Polishing of coffee beans
Color sorting
Roasting
Garning
Beans separated on grade base
Packing
Dispatch

17. 3.9 ORGANISATION DESIGN
HEAD - OPERATIONS
REGIONAL MANAGER
ASSISTANT REGIONAL MANAGER
CITY MANAGER
CAFÉ MANAGER REGIONAL TRAINER
AREA MANAGER
ASSISTANT MANAGER CITY TRAINER
CAFÉ INCHARGE
TEAM MEMBERS
ORGNIZATIONAL CHART

18. 3.10 Structureof Organisation in Coffee Day Global Ltd.
Coffee Day Global Ltd is set up with 50 shareholders and 9 directors
including the chairman. The election of directors takes place once in three
years. The chairman of the company is responsible for the day to day affairs
of the company.
The company has three organisational branches each branch is led by a
competent person:
 Administration Department -Headed by the office manager, who
controls the coffee pool mail section and payment section.
 Personnel Department- Headed by the industrial relation officer, who
controls the office assistants, typists and clerks.
 Works Department- Headed by the works manager. This department
controls the receiving section, coffee cleaning section and garble Office

 Assistants section.
Details of Each Department
1. Administration Department:
 Payment Section
 Marketing Section
 Accounting Section
 Main Section
2. Personnel Department:
 Clerks
 Attenders
3. Works Department:
 Receiving Section
 Machinery Section

19. 3.11 McKENSY’S 7S FRAME WORK AT COFFEE DAY GLOBAL
The McKensy’s 7s frame work provide a useful frame work for analyzing the
strategic attributes of the organization. The McKenzie’s consulting firm
identified strategy as only one of the seven elements established by best-
managed companies. Strategy, structure & system can be seen as the
software.
Companies in which these soft elements are present are usefully more
successful at the implementation strategy.
Source:https://www.smartinsights.com/marketing-planning/marketing-models/mckinsey-7s-
model/
STRUCTURE
The structure of the organization describes the departments, reporting lines,
areas of expertise and responsibility. The structure represents the hierarchy

20. of the organization and the reporting system. The structure is the pattern of
relationship among various components or parts of the organization.
Structure is thus the basic frame work within which an organization carries
outs its orders, decision and general functioning. It defines the unbroken
lines or chain of command and the span of control. The organization
structure of the Coffee Day Global Ltd is as follows
CHART SHOWING ORGANISATION HIERARCHY OF COFFEE DAY
GLOBAL LIMITED
CHAIRMEN AND M.D
PRESIDENT
S G M
S G M
PUBLIC RELATION, FINANCE, PRODUCTION &
MAINTAINANCE
ACCOUNTS & PROCUREMENT
ASSISTANT G.M ASSISTANT G.M
ASSISTANT G.M
PROCUREMENT ACCOUNTS
PRODUCTION

21. EXEUTIVE AND STAFF AND
EXECUTIVES
SUPERVISIORS & SUB STAFF
AND STAFF
SUB STAFF
CONTRACT LABOUR
CONTRACT
AND GARBLERS
LABOUR
As shown in the chart the organization hierarchy is as follows
At the top of the company there is a Mr. V G. Siddhartha who is the sole
chairmen and managing director. The whole Coffee Day Global Limited is
managed through a bunch of president in all the department and managers
in all the division of the company. The president of the Coffee Day Global
Ltd is MR. Rajeev Gupta who is in charge of the all the activities in the head
quarters of Coffee Day Global Ltd Hassan. And also controls the registered
office in Chikmagalur. He controls all the activities from the corporate office
Bangalore and the senior managers in Hassan and Chikmagalur have to act
as per the instruction give from him.
The senior manager of the Coffee Day Global Ltd Chikmagalur is Javeed
Parveez, he controls
 Public Relation
 Finance
 Accounts procurement
 Production
 Storage and

22.  Plantation
He manages the interaction with the estate managers of Coffee Day Global
Ltd, and the coffee planters (owners), all financial transaction of Coffee Day
Global Ltd by payments and other monitory issues by final check and
passing of invoice, maintenance of proper books of account along with it the
production and procurement process of the coffee is managed by the senior
manager in Chikmagalur.
The human resource management of Coffee Day Global Ltd managed from
the corporate office in Bangalore, and all the human welfare activities of the
employees are carried out through the regular visit by the HR manager to its
various branches.
SKILL
Skill is the technique required to accomplish a task with a help of ability,
knowledge, understanding and judgmental. The skill may be defined as
what the company does best. The distinctive capabilities and competence,
that resides in their organization.
The skill of the company can be effective when the available human resource
performs well. So the Coffee Day Global Ltd selects and assigns the
personnel for the work based on appropriate education, skill and experience.
The organization also provides the training to the employees to increase the
skills. The training may be new training or re-training these is identified
once in a year by the department head of their employees through appraisal
system.
STYLE
In Coffee Day Global Ltd most of the decision is taken by the M.D of the firm
V G. Siddhartha, the decision is given from the top level to bottom style.

23. In absence of the M.D, the Director of the respective department takes the
decision. They follow the Top down style.
Managing Director
Director’s in charge of department
Plant Manager
Supervisor
Workers
In Coffee Day Global Ltd they follow Authoritarian style in decision making.
The major decision regarding operation of the firm is taken by the M.D.
Other decisions involving higher cash flow are participative taken involving
partners and other officials.
STAFF
Employees are considered as the asset of the company. The whole Coffee
Day Global Ltd is successful because of the huge chain of people who are
involving in the managing the functions of the company. Even in the
registered office of Coffee Day Global Ltd in Chikmagalur the employee
management is done in certain extent. There are 26000-29000 employees

24. and workers are working in whole Coffee Day Global Ltd. This is depending
on the work in on season and off season of the coffee growth?
The salary and wages fixed by the Coffee Day Global Ltd is based on the
experience and job profile. The pay for the employee may vary on what
position they are, the salary is provided to the employees is best in Industry.
The recruitment is done by the president and other head authorities directly
from the Coffee Day Global Ltd Bangalore. The general staff sub-staff and
the laborers are managed by senior manager of the branch.
Usually the Coffee Day Global Ltd selects experienced and qualification with
high skill. The qualification must be Chartered Accountant (CA) and Master
of Business Administration (MBA) of the people who get selected for the
higher post and the recruiting is done by the HR Manager from Bangalore.
Apart from the people in the organization the Coffee Day Global Ltd have
agents who manages to convenience the estate owners from Chikmagalur,
Hassan and Madikeri to sell their coffee to the Coffee Day Global Ltd. The
agents are provided with a certain amount of commission based on the
amount of coffee bags purchased from the owner. The entire agents are
managed by the Chikmagalur and Hassan office of Coffee Day Global
Limited.
STRATEGY
The strategy of the company is to expand the installation capacity, achieve
end to end for all the plants to improve margin and reduce cycling of
business, achieving greater raw material security, increase its focus of
corporation and high customer value, to expand market for ethanol.
The board level strategy of the company is to focus towards the corporate
and industrial buyers. Unlike the traditional mode, dealing with cooperate
and industrial buyers has benefits of committed and timely off takes,

25. reduced price risks, reduced working capital and reduced dependence on
broker.
SYSTEM
The system refers to the rules, regulation and procedure both formal and
informal that complement the company structure. The main system of
Coffee Day Global Ltd is that runs the organization, that may be financial,
production and HR and various systems as well as the communication and
the document storage.
The Coffee Day Global Limited controls the whole system from its corporate
office Bangalore. The decisions of the company is taken by the top
management based on the company’s rules and regulations, the other
branches of the Coffee Day Global is controlled by its senior manager of
those branches and the information was send to the corporate office where
the president of the Coffee Day Global Ltd is examine the day to day
activities of the branches. If any long term benefits and information should
be taken then the M D of the Coffee Day Global Ltd V.G. Siddhartha will
take the decisions based on the requirements of the company.
The Coffee Day Global Ltd follows its own rules and regulation other than
the government rules and regulation the rules and regulations and
procedures and developed by the corporate office to the all departments if
any measures should be taken by the branch office in Hassan and
Chikmagalur they should follow the certain condition from the top level. The
corporate office keeps a track on the daily activities of the all the department
by taking the various improving measures and it includes production
planning and control system, cost according procedures, planning,
budgeting system, capital budgeting system etc,.
SHARED VALUES

26. Shared values guide employees towards desired behavior originally called
super ordinate goals; the guiding concept and principle of the organization –
values and aspiration, often unwritten –that go beyond the conventional
statement of corporate objectives. The fundamental ideas around which a
business is built: the things that influence a group to work together for a
common aim.
Shared values are what engender trust and link an organization together.
Shared values are also the identity by which an organization is known
throughout its business areas. These values must be started as both
corporate objective and individual values. Coffee Day Global Ltd is providing
financial facilities to the farmers. The other branches of the firm are involved
in many social activities.

27. BIBLIOGRAPHY/REFERENCES
Company Website
 Coffee Day Global Ltd (www.coffeeday.com)
 Café Coffee Day (www.cafecoffeeday.com)
 Coffee Day Beverage (www.coffeedaybeverage.com)
 Coffee Export (www.coffeedayexport.com)
 Coffee Day Xpress (www.coffeedayxpress.com)
 https://www.thenewsminute.com/article/cafe-coffee-day-founder-seeks-valuation-rs-8000-
10000-crore-coca-cola-104461
 https://akshaya-enterprises-fmcg-goods-wholesaler.business.site/
 https://www.justdial.com/Vijayawada/Coffee-Day-Fresh-N-Ground-Beside-Durga-Mahal-
Theater-Patamata/0866PX866-X866-110122194825-Q6Z7_BZDET/photos
 https://www.etherdesign.in/Our%20Work/cafe-coffee-day-2/
 https://www.flickr.com/photos/shastrix/8345485234
 https://twitter.com/cafecoffeeday/status/800747043224330240
 https://www.pinterest.jp/pin/388505905345855718/?amp_client_id=CLIENT_ID(_)&mweb_
unauth_id={{default.session}}&simplified=true
 http://www.robacafe.com/wp-content/uploads/2017/10/h%E1%BA%A1t-c%C3%A0-
ph%C3%AA-c%C3%B2n-v%E1%BB%8F-th%C3%B3c-300x182.jpg
 https://en.wikipedia.org/wiki/V._G._Siddhartha
 https://www.smartinsights.com/marketing-planning/marketing-models/mckinsey-7s-
model/