The document is a project report presented to Aditya Birla Group (Grasim) about brand building and boosting sales for their viscose staple fibre. It discusses conducting research to understand market response and opportunities for expanding the business. It recommends brand building activities to increase visibility and knowledge of VSF to boost sales, such as advertising campaigns, promoting its environmental and comfort benefits, and collaborating with fashion weeks.

1. Brand Building
&
Boosting of Sales for
Viscose Staple Fibre
Project report for
Aditya Birla Group
(Grasim)
1
Presented By:-
Saumya Bhatnagar
Date 30-June-2013 B-24, PGDM-03

2. Preface
The Company, Aditya Birla Group, Grasim manufactures viscose staple fibre, which is an
organic fibre, made from pulp. This fibre is commonly known in the market as VSF and is
generally used to make yarns, and can be finished as a complete apparel range.
The main objective of the report is to study the market response, the gaps, and opportunities for
further expansion of the business
For the abovementioned objective, we needed to devise out a strategy to make the brand more
visible and known throughout, in order to increase the sales. So the brand building activities had
to work hand in glove with the sales activities.
2
- Saumya Bhatnagar
Mumbai
30-June-2013

3. Acknowledgement
Any great project is not handled single handedly. In the same manner, any good study needs its
share of contributors, who lend their helping hand in making a project possible.
I would like to thank my project guide Mr. Sanjay Verma (Joint President, International Sales &
Marketing – Region 1), who has always made himself available despite his busy schedule, to
help me whenever I was in any doubt. And keeping on checking my progress to gauge and help
me in understanding the intricacies better.
Mr. Manohar Samuel (Joint President, Global Business Development & Customer Technical
Services) has been an inspiration with his bright ideas and motivation all through the project.
And along with that, assigning me a mentor in case he was not available.
Mr. Sushil Hada (G.M.-TRADC, the R&D department) along with Mr. Ravinder Tuteja (Asst
GM R&D-Quality) helped me immensely in understanding the working and limitations in
production of fibre, along with a thorough knowledge of the aspirations that the company holds.
Mr. Achal Jain (Deputy Manager- mass marketing) provided me with continuous support and
inputs all through my stint with the business development team.
I would like to thank Mr. Sanjib Chatterjee, who provided me with all the support I could seek
for, by assigning different people from different departments to assist me from time to time,
which included, Mr. Rakesh Sharma, and Mr. Rajeev Shrivastava from Production planning,
along with Mr. Jitendra Bagaria from logistics, and Mr. Amit Verma from sales team, along with
many others, who have helped me throughout the project and correcting me whenever possible.
A special thanks goes to all the faculty members, specially my guide, Mr. Sashi Sivramkrishna,
who have guided me throughout the project clearing all my doubts from time to time.
Sincere thanks goes to each and every person in the Group, along with HRs, Mr. Harsh Doshi,
and Ms. Nishita Adarkar, to have had faith in me, and supporting me throughout the project
work, and even withstand some of my irritating silly queries and addressing them from time to
time, and making this project possible in a smooth and coordinating manner.
3
- Saumya Bhatnagar

4. Executive Summary
In spite of no major competition from any competitor, VSF faces stiff competition from cotton.
As cotton and VSF both are fibres, which can be spun and weaved into yarn, and can be blended
with other materials like polyester to give it the required finish and durability.
The Group enjoys a monopoly in the VSF market in India. Monopoly is defined to exist, when a
specific group, company or a person supplies a particular commodity, which no one else is
offering, and in global arena, the group enjoys an oligopoly in global market, with certain global
players acting as a competition.
As per rules of economics, a company enjoying monopoly can dominate the market, by having
high market shares, and charging high prices. So, if we see this business from economics point of
view, then the company can gain huge profits from this business.
These monopolies can be characterized by profit maximizing, price makers, which have high
barriers of entry (like economies of scale, capital requirement etc) for other competitors. These
characteristics help in maintaining and sustaining the monopoly.
But as stated earlier, the VSF, as a commodity itself, faces stiff competition from cotton, which
can replace VSF fibre in the making of yarn. So there arises a need to properly build the brand
name for VSF, which has certain properties, which makes it more comfortable than cotton, and
leaving lesser impact on environment, as it is biodegradable organic fibre, unlike polyester, and
has only 10% water requirement as compared to cotton. This can act as a USP for marketing and
brand building of VSF as a commodity itself, in comparison to other fibres.
This brand building exercise would include ad campaigns or collaborations with some brand
ambassadors etc; increasing the internet footprint; promoting specialized fibre in sportswear;
promoting packaging of sanitary pads & baby diapers, with VSF name on it; Collaborating with
hospitals to promote the comfort factor, like “baby soft”; Introducing some special feature in our
fibre to make it stand out, like for party wear, introduce some UV illumination etc with the help
of R&D team; Promoting the “green” factor in our fibre along with increasing the capacity of
specialized fibres to name a few of the methods, adopted to increase the visibility, knowledge
and hence demand of VSF
4

5. Table of Contents:
Preface 2
Acknowledgement 3
Executive summary 4
List of tables, graphs & figures 6
Chapter 1: Introduction & Research Methodology 7
Chapter 2: Basic model 8
Chapter 3: Company details 9
Chapter 4: Facts and Figures 13
Chapter 5: Salient features 16
Chapter 6: Problems faced 18
Chapter 7: Brand Building Activities 19
Chapter 8: Findings & Recommendations 26
Appendix 27
Bibliography 28
Author’s Profile 29
5

6. 6
List of Tables, Graphs & Figures:
Tables
Tab 1: Capacities 12
Tab 2: Comparative Rating of Viscose 13
Tab 3: Planning & Execution of event 25
Graphs
Graph 1: Global fibre Pie 14
Graph 2: Global Market Share 14
Figures
Fig. 1: Distribution of facilities 10
Fig 2: Yield 16
Fig 3: Co Branded Collection 19
Fig 4: PR & Advertizing 20
Fig 5: International Visibility 21
Fig 6: Indian fashion Week 22

7. Chapter 1 - ‘Introduction & Research Methodology’
The company is facing growing competition from different global players which are hampering
its monopoly. So it needs to increase its brand recall and global presence, and hence boosting its
sales by deploying some brand building methodologies.
• Research Objective is to increase the sales of viscose staple fibre by increasing the knowledge
of VSF in customer’s minds. So if sale of VSF increases, it would automatically increase the
share of Aditya Birla Group too.
• Research Methodology: Descriptive research, which includes surveys and fact-finding
enquiries of different kinds. The major purpose of descriptive research is description of the state
of affairs as it exists at present
And Applied research which aims at finding a solution for an immediate problem faced by a
society or an industrial/business organization
The final outcome or the effect of the implementation of the recommendations suggested in this
study can then be measured by quantitative analysis, with facts and figures supporting the
effectiveness of the adopted recommendations.
(a) Primary Data – Collected through face to face conversations.
(b) Secondary Data – From internet and broachers of the commodity.
7
• Assumptions
a) The batches used to provide the statistics of fibre are true representation of the fibre as a
whole
b) The supply of pulp for making the fibre remains available
• Limitations
a) The fashion trends can change anytime, hence making fibre industry unpredictable.
b) Like any organic thing, the production of this fibre is also dependent on weather
conditions, climate etc

8. 8
Chapter 2: Basic model
Aditya Birla Group, Grasim, manufactures viscose staple fibre, which is an organic fibre, made
from pulp. This fibre is commonly known in the market as VSF and is generally used to make
yarns, and can be finished as a complete apparel range. We needed to devise out a strategy to
make the brand more visible and known throughout, in order to increase the sales. So the brand
building activities had to work hand in glove with the sales activities.
The Production planning needs to be in line with the requirements of the customer, in order to
dispatch the correct quantity at the correct time, without any delays. The fibre also gains
moisture, or color defects, it its left in the storehouse for long periods. So the fibre can’t even be
produced in bulk.
The marketing team visits the customers, or gets the repeated orders over the phone, and informs
the production planning about the requirements. Then according to the requirements and based
upon the lines which are free for production, the production planning department produces a
production plan, after checking the existing stocks as per the details of the quantity,
manufacturing line, and dispatch time for the production plant.
This plan is sent to the plant for manufacturing of fibre with quantity = Order quantity – existing
stock
As and when the production finishes, the fibre is packed and loaded into trucks and is readied for
dispatch.
Then the logistics takes over. It ensures that the consignment reaches the customer at the least
possible price, in the shortest possible time.
As soon as the consignment reaches the customer, the sales team receives the payments from the
customer and hands it over to accounts department.
After checking for any adjustments and formalities like C form, the final payment is realized.
The details of whole transaction is tracked and monitored through SAP

9. 9
Chapter 3: Company details
Vision
To be the Global Leader in the Man-made Cellulosic Fibre Industry
Mission
We aim to create superior & sustainable value for all stakeholders, maintaining the largest
market share in the man-made cellulosic fibre industry globally through:
 Innovation in products & processes
 Excellence in quality, service, people development &
 Focus on environment friendliness in all our activities
Values
 Integrity
 Commitment
 Passion
 Seamlessness
 Speed
Grasim is India's pioneer in Viscose Staple Fibre (VSF), a man-made, biodegradable fibre with
characteristics like cotton. As an extremely versatile and easily bendable fibre, VSF is widely
used in apparels, home textiles, dress material, knitted wear and non-woven applications.
Birla cellulose is the Aditya Birla Group’s umbrella brand for its range of cellulosic fibres. It
comprises versatile sub-brands; Birla Viscose, Birla Modal, Birla Excel and Birla Spun shades.
These brands offer a wide range of functional benefits such as soft feel, high moisture
absorbency, bio degradability and comfort to the wearer. These fibres have multiple applications
including apparel, home textiles, dress materials, knitwear, non woven etc.
Grasim's VSF plants are located at Nagda in Madhya Pradesh, Kharach in Gujarat and Harihar in
Karnataka, with an aggregate capacity of 352,225 TPA
1. Nagda
Nagda is its largest unit producing a wide range of VSF to suit customer requirements in terms of
length, denier and colour and also second and third generation fibres like Modal, Excel and
Solvent Spun fibres, respectively. Nagda is also the largest producer of spun-dyed specialty fibre
in the world.
2. Harihar
The Harihar unit houses facility for manufacture of both VSF and rayon grade pulp, the basic raw
material for VSF. The company's Rayon Grade plant was the first in India to use totally
indigenous wood resources with in-house technology for producing rayon pulp with an innovative
oxygen bleaching
process to reduce the use of chlorine.

10. 10
3. Kharach
The VSF plant at Kharach, set up in 1996, employs the most modern technology giving it a
competitive edge in the export market.
Fig. 1: Distribution of facilities
Joint Ventures (JV)
Grasim has the following joint ventures overseas:
a. AV Cell Inc. and AV Nackawic Inc. in Canada
AV Cell and AV Nackawic supply dissolving grade pulp to the Group’s VSF units in India,
Thailand and Indonesia.
b. Domsjö Fabriker AB in Sweden
Grasim acquired one-third stake in Domsjö Fabriker AB, a leading Swedish speciality pulp
and bio-refinery company in June 2011. With this acquisition, Grasim is assured of high-quality
dissolving grade pulp.
c. AV Terrace Bay Inc. in Canada
In line with the strategy to secure key inputs, Grasim acquired assets of Terrace Bay in July
2012 in JV with Thai Rayon, a Group company. This will help in meeting the increasing pulp
requirement for VSF business after the mill is converted into a dissolving grade mill.
d. Birla Lao Pulp & Plantation Limited in Laos
To further strengthen the backward integration in pulp, Birla Lao has been formed as a JV

11. with other associate companies for raising captive plantations at Laos. This will provide a low
cost source for wood to meet future requirements of a green field pulp plant in due course of
time.
e. Birla Jingwei Fibres Company Limited in China
Through Birla Jingwei, Grasim has its footprint in China, the largest VSF market globally.
Plant capacity was doubled in 2012 and currently the capacity is 72,000 TPA.
This spread and scale of operations make the Group's VSF operations very cost competitive.
Moreover, vertical integration into manufacturing of rayon grade pulp and horizontal
integration into production of principal raw material required for VSF production, namely,
caustic soda, intermediate inputs namely CS2, sulphuric acid along with captive power and
steam generation facilities, further enhance its competitive edge.
Research and development
Grasim has established a very strong research and development (R&D) base covering different stages of
the value chain.
Grasim Forest Research Institute, Harihar is involved in R&D of forestry. Birla Research Institute for
Applied Sciences (BRI), Nagda is involved in the development of different generations of cellulosic fibres.
Textile Research Application Development Centre (TRADC) at Kharach, a NABL accredited laboratory, is
involved in addressing R&D related to downstream textile value chain comprising various fibres, yarns,
processing, garments, etc.
With the capability to offer the entire range of cellulosic fibre under the umbrella brand of “Birla Cellulose”,
Grasim has positioned itself as a dependable supplier of cellulosic fibres for “Feel, Comfort and Fashion”
across global markets. To penetrate into niche market segments and to grow further, the division has
ventured into the production of high performance viscose fibres aptly named Viscose Plus, High Wet
Modulus Fibres (Modal) and new generation Solvent Spun Fibres and Birla Excel.
Grasim is also the largest producer of Sodium Sulphate, a by-product of VSF manufacture. This chemical
is widely used in the paper and pulp, detergent, glass and textile industries.
Efforts to consolidate pole position in the VSF business where Grasim enjoys leadership status continue.
Through a Greenfield project at Vilayat (Gujarat) - 12,000 TPA and Brownfield expansions at Harihar
(Karnataka) - 36,500 TPA, Grasim intends to benefit its leadership position. Collectively, these projects
will ramp up capacities by 50 per cent to 498,000 TPA.
11

12. Capacities at a glance
Division Capacity
Viscose Staple Fibre (VSF) 352,225 tpa
12
Joint venture
:: Birla Jingwei Fibres Company Limited 70,000 tpa
Rayon grade pulp
:: Harihar, Karnataka 70,000 tpa
Joint ventures
:: AV Cell Inc (Atholville, New Brunswick in Canada) 126,000 tpa
:: AV Nackawic Inc. (Nackawick, New Brunswick in Canada) 189,000 tpa
:: Domsjö Fabriker (Sweden) 255,000 tpa
:: AV Terrace Bay Inc. (North Western Ontario, Canada) 280,000 tpa
Tab 1: Capacities

13. 13
Chapter 4: Facts and Figures
Birla Cellulose has the regular VSF properties of Soft‐Feel, High Uniformity, Static Dissipation,
Vibrant Colour Depth, Breathability and High Absorbency. In addition, Birla Cellulose is
Eco‐Friendly
Tab 2: Comparative Rating of Viscose
Source: “ATIRA Report”
These properties also compares higher in comparison to other fibres
Thus, Birla Cellulose has unique properties that can be leveraged.

14. 14
Graph 1: Global fibre Pie
Graph 2: Global Market Share
Global Industry Scenario
 Difficult economic environment continues to impact textile industry
 Further decline in global prices of VSF and other competing fibres globally
 Rupee depreciation:
 Led to higher cost of inputs
 Should improve competitiveness of Indian Textile Industry

15. 15
Business performance
 Production higher on YoY basis with uninterrupted operations at Nagda plant
 Additional reservoir operational, water shortage issue resolved
 Sales volumes up by 40% helped by higher production
 Average realisation declined by 16% YoY despite rupee depreciation
 Peak prices in corresponding quarter due to cotton shortage
 Realisations improved by 6% sequentially

16. 16
Chapter 5: Salient features
The yarn is generally mixed with other fibres to attain desired qualities. Like it is mixed with
spandex, to give elasticity, with polyester to give strength etc.
For example, missing with cotton to give CV (cotton viscose) can have these benefits:
1. For consumers
a. More absorbency for more comfort
b. Softer feel
c. Enhanced luster
d. Brighter colors
2. For value chain
2.1 Spinners
a. Better yarn uniformity
b. Lower yarn imperfections
c. Enhanced productivity
d. Enhanced spinning limits etc.
2.2 Weaver
a. Better yarn achieves better weaving efficiency
b. Higher elongation ensures higher work product
Our Fibre is derived from NATURE through eco-friendly practices
Fig 2: Yield

17. TREES
Trees grown in managed plantations provide a 100% natural raw material for our fibre and they
offer many environmental benefits. For example, our eucalyptus trees generate seven times the
yield of cotton and provide the environment with significant green coverage throughout their
seven-year growth cycle. In addition, our plantations utilize semi-arid land, allowing more fertile
agricultural land to be used for food crops.
FOREST RESEARCH
Our Grasim Forest Research Institute is dedicated to improving plantation technology and
management practices, through improving pulpwood trees, providing education and technical
guidance to tree farmers, and increasing plantation yields.
COMMUNITIES
We also acknowledge a social responsibility to the people who make our products. The Aditya
Birla Group fosters sustainable livelihoods and improves communities through the Aditya Birla
Centre for Community Initiatives and Rural Development.
Beautiful. Comfortable. Safe - Perfect Fibre for BETTER products
GREEN CHEMISTRY
Birla Cellulose creates the highest quality, eco-friendly fibre in the world. Scientists at the Birla
Research Institute patented a unique green viscose fibre manufacturing process, (Green
Chemistry) which results in 100% naturally-based fibre that is ideal for next-to-skin
applications—especially for babies.
SPUNSHADES™: Less Water, Better Colour
SpunShades™, our wide range, vibrant shades of spun-dyed viscose fibre, are made with a
technique that places colour pigments in the fibre itself. This avoids conventional dyeing in the
downstream value chain, which saves 30 litres of water (and accompanying colour pollution) for
every metre of fabric processed. The result is colour that fully saturates the fibre—a much better
solution than conventional dyeing.
Skin-Friendly, versatile
Our biodegradable fibre creates soft, comfortable fabric with a smooth finish and beautiful drape.
Combined with high moisture regain, high absorbency, and Oeko-Tex 100 Standard certification,
Birla Cellulose offers the perfect solution for applications ranging from furniture to infant wear.
17

18. 18
Chapter 6: Problems faced
1. The company is a monopoly in Indian fibre industry. So it has to fulfill all the needs of
every industry in the country. And if these requirements are not fulfilled, then the
customers will look for other alternatives, and start importing from foreign players. And
if we lose our business once, then we can lose it forever, as the companies in fibre
industries need certain changes in process and machines, in order to adjust for the new lot
of raw material. So it’s very difficult to get back a business, once lost.
2. The visibility of VSF is not high yet. So those, who can replace other fibres or mix VSF
for better yarn, do not yet know about it. So the brand needs upliftment by the means of
brand building.
3. The production of version “Excel” is pretty low, as compared to anticipated demand. But
foreign players have higher production in terms of specialty fibres. So they might outrun
us in fibre sales in future.

19. 19
Chapter 7: Brand Building Activities
The main emphasis is given on the environment friendliness factor, as the new generation is very
much inclined towards environmental stability and sustainability. It’s easier to highlight the
following salient features of this fiber like:
 Natural- The fibre is 100% natural, made from owned plantations, which are sustainable
raw material
 Biodegradable- The fibre, when disposed, completely degrades in the soil, without
leaving any residue
 Sustainable- The plantations are owned and managed by ABG, and have a cycle time of 7
years, and are completely renewable resource
 Eco friendly- The use of water is minimized, along with reduced wastage and emissions
 There were some co-branding collections which were initiated to improve the visibility of
the brand
Fig 3: Co Branded Collection

20.  Advertising was done on local papers and trade paper like tecoya trend, for capturing the
interest of the people, for whom, it mattered most.
20
Fig 4: PR & Advertizing

21.  Some international trade exhibitions were also conducted over the years in past
Fig 5: International Visibility
21

22.  Main emphasis on the “Green factor”, along with an entry to IFW was also attained
22
Fig 6: Indian fashion Week

23. An event is scheduled to be held on 2nd July 2013, for which following planning is done:
 Circular kiosk, having theme "With you always" is proposed.
 Starting with hospital robes, to diapers, to kids wear, to sanitary pads, and suiting to
23
kurta.
 We could distribute pure VSF handkerchiefs to the attendees
 Keep second day's evening two hour slot for general public, so as to increase the
visibility in consumers too
 Sending invites to the attendees.
 Space allocation and planning.
 Space management taken care by agency.
 Modules: 4-5 (can have above mentioned theme).
 Deciding the size and theme for each module
 Merchandize (Fibre/ yarn/ fabric/ garments)
 Pitch ppt.
 Address the basic queries as asked by the attendees.
 Booking orders
Doubt faced during the planning phase:
1. Why are we not promoting excel?
Reason: this could be because we have low production of excel right now.
2. Why: What is the compelling reason for this event? Why must this event be held?
To increase the visibility of the brand LIVA, as currently it is having comparatively
lower recall in customer’s mind.
3. Who: Who will benefit from this event? Who will we want to have as attendees?
The spinners/weavers along with Aditya Birla group fibre division.
4. When: When will the event be held? Are the dates and time flexible or subject to
change?
2nd July 2013
5. Where: What are the best destination, location, and venue?
Mumbai, thereafter followed by other metros, as the product is a luxury fabric, so
requires comparatively higher income group people to be targeted
6. How:
Make sure to use most of the senses of a human being and capture those for maximum
impact.
Eyes: Let them have a visual treat, by making the kiosk visually appealing

24. Ears: Play soft music, or waterfall sound so as to sooth the senses & associate the
experience with nature.
Feel: Let the customers touch and feel the fibres to fabrics.
Smell: Smell is one of the strongest senses of a human, with scientists proving, that it
associates the maximum memories. So use some tropical fresh smell, or even the wet soil
smell would do perfect.
Some decorations like small fountains could be kept, which enhance the total serenity
quotient.
24

25. Phase Tasks Responsible persons start
25
date
end
date
Research : Collect and analyze three
years of event history or
review history or review
Key stakeholders and
informants; event manager,
financial manager, marketing
manager and volunteer
coordinator
14-05-
2013
18-05-
2013
Design Collect ideas from similar
events;
brainstorm with key
informants and vendors
Event manager, key
informants, vendors, creative
staff
16-05-
2013
20-05-
2013
planning Preplan planning meetings;
Announce/schedule planning
meeting
Assign pre-work
Facilitate planning meeting
Develop timeline
Event manager, key
informants, critical
stakeholders, key advisors
20-05-
2013
28-05-
2013
coordination identify perspective vendors
Contract vendors
Develop final production
schedule
Implement production
schedule
Event manager, event
coordinators, vendors, key
external shareholders
28-05-
2013
26-06-
2013
evaluation Prepare and distribute surveys
Collect data
Tabulate and analyze data
Prepare report of findings and
recommendations and submit
final report
Event manager, evaluation
team, client representative
05-06-
2013
05-07-
2013
Tab 3: Planning & Execution of event

26. 26
Chapter 8: Findings & Recommendations
1. The internet footprint is very low:
So it must be increased by promoting it over AdChoice, or Facebook sponsored ads etc
2. Brand image could be boosted by promoting specialized fibre in sportswear:
As the young generation and future entrepreneurs along with present businessmen,
basically in India, are all glued to Cricket and other sports, so sponsorships or
collaborations with the sports committees to gain more visibility, and have better brand
association
3. Promote packaging of sanitary pads, with VSF name on it:
As Aditya Birla Group produces wipes and sanitary pads too, which necessarily need to
feel soft, so they are made from modal in most cases. So the packaging of these pads and
wipes could explicitly show the use of modal in them, and highlight some features of this
fabric at the back panel
4. Collaborate with hospitals to promote the comfort factor, like “baby soft”
5. Introduce some special feature in our fibre to make it stand out, like for party wear,
introduce some UV illumination etc (so we have to contact TRADC for research on those
lines)
6. Promote the “green” factor in our fibre by telling about the lower water required for
making and processing this fibre, along with the biodegradability of this fabric, which
makes it cleaner in terms of disposal too.
7. Increase capacity of specialized fibres in order to gain a head start over the foreign
players, who are increasing their specialized fibre production, which would be the need
of the hour in coming years.
8. Increase visibility by collaborating with designers and organizing fashion weeks, like the
initiatives just started with fashion designers like Anita Dongre.
9. Look for alternatives of pulp and plantations so that the dependence on a particular area
of plantation, which can hamper the total production of the fibre.
10. The Aditya Birla site has the Window name as “biral”, which is a brand deterrent in
itself. So proper testing of sites should be done before releasing them to general public.

27. Appendix
27
• Legal Decisions, Laws
THE MONOPOLIES AND RESTRICTIVE TRADE PRACTICES ACT, 1969
POLICY, PROVISIONS AND PERFORMANCE
4.1 The MRTP Act, 1969 has its genesis in the Directive Principles of State Policy embodied in
the Constitution of India. Clauses (b) and (c) of Article 39 of the Constitution lay down that the
State shall direct its policy towards ensuring:
1. That the ownership and control of material resources of the community are so distributed
as to best serve the common good; and
2. That the operation of the economic system does not result in the concentration of wealth
and means of production to the common detriment.

28. 28
Bibliography
 Verma, Sanjay. “Grasim”. Interview by Author, 18 April 2013, Baroda. Face to face
talks. Grasim industries. Baroda.
 Hada, Sushil. “TRADC, Grasim”. Interview by Author, 20 April 2013, Baroda. Face to
face talks. Grasim industries. Bharuch, Gujarat.
 Chatterjee, Sanjib. “Grasim”. Interview by Author, 24 April 2013, Baroda. Face to face
talks. Grasim industries. Baroda.
 Sharma, Rakesh. “Grasim”. Interview by Author, 29-30 April 2013, Baroda. Face to face
talks. Grasim industries. Baroda.
 Jain, Achal. “Grasim”. Interview by Author, 18 April 2013, Mumbai. Face to face talks.
Grasim industries. Mumbai.
 http://www.mca.gov.in/Ministry/annual_reports/annualreport2006/CHAPTER4.pdf for
MRTP Act

29. 29
Author’s Profile
The author of this book is Saumya Bhatnagar, who has worked in IT industry for 2.5 years, and
Delhi pollution control board for 6 months, after completing his engineering in the trade of
Environmental Engineering. After gathering a valuable experience of 3 years he is currently
pursuing PGDM, Marketing from NMIMS and did his summer internship in Aditya Birla Group,
Grasim. He is keenly interested in larger good of society, and has worked for education of
children too, while working with NGO named Agastya International.
He is available for any queries and clarifications, along with your kind suggestions on
imsaumya1988@yahoo.com or you can contact him at 9739522819