case study on INDRAPRASTH COLD STORAGE. how it has been established. what technologies they have made. their strategies. problems they have faced and some suggestions from our side.

1. INDRAPRASTH COLD STORAGE
VALUE ADDED STRATEGY IN AN EMERGING MARKET
Group No – 4-
ASHISH SHARMA
PURNIMA NIGAM

2. COMPANY PROFILE
Established : Sidhi Pura, Delhi in 1944 by Debi Prasad
Aggarwal.
CEO : Sanjay Aggarwal
Organization : Direct and Indirect.

3. COMPANY BACKGROUND
 It is established by Debi Prasad Aggarwal in 1994.
Fruits are more perishable then potatos.
In 1960 they have decided to earn equal interest
with their competitors.

4. In 1968 a new scheme has been made by the govt.
In 1998 Aggarwal decide a major modernize and
expansion drive within IPCSL.
Cont….

5. types
 Gas controlled cold storage: It has 3,900MT cold
storage capacity.
 Controlled Atmosphere Cold Storage : It has
about 100 MT capacity.
 Deep Freezer Storage : It has about 1,000 MT
capacity.

6. Marketing in India
Grower
Forwarding Agent
Commission Agent
Wholesalers
Sub-wholesalers
Consumer
retailers

7. Problems
Sinking of Rs60 million
Migration of loyal customers
Loss of export
Competitors more aggressive pricing
Trained and high paid staff
Empty stores

8. Cont….
Estimated life span
Machinery- 8 years
Insulation-15 year
Building -20 years

9. suggestions
 New strategy.
 Should concentrate on more organized sector.
 Not having too much requirement of gas
controlled cold storage.