COMPRIHENCIVE PROJECT

A BALAJI MARKETING STRATEGY

CHAPTER-1

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NO ITEM NAME
1. INTRODUCTION
2. HISTORY
3. COMPANY PROFILE
4. OBJECTIVE
5. BOARD OF DIRECTORS
6. BALAJI OF VIRANI
7. PRODUCT PROFILE

INTRODUCTION
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In the modern competitive era, BALAJI WAFERS Pvt. LTD has made very good progress. It has a
golden history in world of food items.

For preparation of Market Research Report, it should be necessary to understand such type of
general matters of the org. these types of general matters are considered in the section of “General information”.
If these types of general matters are not contained in the preparation of industrial report will be incomplete & it
was not provided perfect knowledge of organizations

BALAJI WAFERS PVT LTD produces readymade food items. Now a days people are fond of
eating readymade food items and “BALAJI” name is very popular & well – known in Saurashtra & Gujarat of
the people choose Balaji items produces many types of food items like, potato wafers, banana wafers, mug dal,
frari chewdo, ratlami sav, shing, chataka pataka gathiya etc. all this items 100% pure & vegetarian.

The “BALAJI WAFERS PVT. LTD is located at vajdi Kalawad Road, Tal, Lodhika, Dist.,
Rajkot – 3. The main product of Balaji Wafer is a potato wafer, which brand name is “BALAJI”.

HISTORY

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Most of the have a modest beginning. The infancy of this company began more than
20 years ago in 1982 with the efforts of Mr. Bhikubhai, Mr. Chandu Bhai, Mr. Manubhai & the
numbers of their family.

When Chandu Bhai & Bhikhubhai was working a contact basis for supplying of wafers
to canteen of Astron theatre at Rajkot city they got readymade products from third party manufacturer
& supply the same to canteen of Astron theatre. But as usual there was problem of short supply as well
as delay in supply of the product a time. As this kind of problem lead a business to verify “something”
had to be alone in these regards as the ultimate

To all these problems they decide to manufacture wafers its own & supply the same to
canteen. And thus, foundation of the Balaji was setup without any brand name.

This development had lead Balaji wafers producers to “Balaji Wafers Pvt Ltd in 1990.
They introduced production & packaging machinery in 1997 to deal with huge demand.

Recently they had set up a huge fully automatic plant with the production capacity of
1200 Kg. per how far production as well as nitrogen filler packaging for long-term presentation of the
products.

COMPANY PROFILE

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Name of the unit : Balaji Wafers Pvt. Ltd.

Location : Vajdi (vad)

Kalawad Road,

Tal, Lodhika,

Dist, Rajkot – 3

Form of the Unit : Pvt. Ltd

Size of the Unit : Large Scale

Year of established : 1982

Pioneers of the unit : 1) Chandubhai Virani

2) Bhikhubhai Virani

Bankers : Co – operation Banks

Line of Activities : producing food items

Phone : 0281 2783755 56 89/90/91/92

Fax : 0281 2783747

Email : contact@balajiwafer.com.

Accounting year : 1st April to 31st March

Working hours : 8 a.m. to 5 p.m.

Lunch break : 12 a.m. to 1 p.m.

Working days : 6 days per week

Weekly off : Sunday

Total employees at factory : 150

Total dealers : 300

Total area : 30,000 sq m.

Slogan : “Any Time Crunchy, All time fresh”.

Marketing strategy : Less Price – Best Quality

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Marketing consultancy : Kataria Marketing Consultancy

Packaging : Nitrogen packing to ensure

Freshness.

Distribution Power : The order is delivered within 48

Hours of giving order.

Peak season : June to December.

There are three types of industrial on the basis of investment specified by the govt________

1). Small scale Industries.

2). Medium scale industries

3). Large scale Industries.

A firm where its investments in fixed assets are in between 60 lakhs to 3 crores is called a small-
scale industry. A firm where its investments in fixed assets are in between 3 crores to 5 crores is called a medium
scale industry. A firm where its investments in fixed assets are above 5 crores is called large scale industry.

As per the above decision Balaji wafers pvt ltd is a large-scale Industry as it has invested
more than 5 crores of rupees.

Balaji wafers Pvt Ltd is a private limited company from 1990.

BALAJI OF VIRANI

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Balaji and Virani -- the combination sounds familiar. The Virani family of Balaji Telefilms’ soap
Kyunki saas bhi kabhi bahu thi may be a household name, but here’s another Virani family from real, not reel,
life that has stormed Gujarati homes. With Balaji snack foods, what else? When four Virani brothers from Rajkot
(Saurashtra) – Meghjibhai, Chandubhai, Bhikhubhai and Kanubhai – entered the snackfoods business two
decades ago, they never thought that one day they would give the MNCs a bite for their money. But today, Balaji
Wafers has emerged more than a munch for Pepsi’s Frito – Lay, with almost 70% of the state’s wafers market in
its pocket, err, packet.

Their very own version of the Virani family drama, starting in Saurashtra’s commercial club Rajkot in a
dingy cinema hall canteen, has all the masala of an entrepreneurial zing. But that’s where the similarity between
the TV show and family business drama seems to end. The Virani’s say they never quite borrowed the Virani –
Balaji combo from TV; if at all, it should have been the other way round. Because their Balaji saga actually
started back in 1982, when Balaji Telefilms promoter Jeetendra was still known as the Jumping Jack.

Born to a farming family in the nondescript Dhundhoraji village in Jamnagar district, brothers Virani first
dirtied their hands in the diamond and agriculture kits business in the mid-1970s. But the effort ended in disaster.
“We tried trading in diamonds and agricultural kits. But lost the entire Rs. 20, 000 capital our father gave us”.
Says Chandubhai, managing director of Balaji Wafers Pvt. Ltd, and a class X pass out. Chandubhai and his
brother Meghjibhai next took up jobs in Rajkot’s Astron Cinema selling refreshments. “I earned Rest. 100 per
month while my brother took home Rs. 155,” he recalls.

Later, when the cinema owner Govindbhai handed over the canteen to them on contract basis in 1976,
Chandubhai introduced sandwiches, with a little help from the dadies of his household who supplied him with
exotic homemade masala. The sandwiches soon went on to prove an instant hit in the Saurashtra region. Even,
the Viranies continue selling their sandwiches, though they rake in less than a fraction of their turnover.

Noticing early on that potato wafers constituted 80% of the refreshment sale, the brothers decided to turn
that into their core business. That’s when Balaji was born. “We even managed to get a specialist cook, but he
turned out to be a shirker. So, often, I had to slice potatoes and fry them myself,” Says Chandubhai, strongly
advocating a do-it-yourself attitude towards business.

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“The demand for wafers was tremendous and the supply limited, given the distribution constraints in
those days. Companies located in Mumbai could not meet the local demand, so we decided to pitch in and make
good of the supply gap,” says Chandubhai, turning nostalgic at thought of how, 23 years ago, he had purchased
60 kg potatoes to make 15 kg of wafers.

Today, with gradual automation that began in 1993 Balaji has the capacity to produce 1200 kg wafers per
hour. The viranies even took a Rs. 15 Crore loan from corporation bank to mechanize production. The
technology was sourced from the U.S. and U.K and Germany to help improve quality.

Its market estimates are to be believed, Viranies have built Rs. 150 Crore business out of potato wafers.
Of course, the brothers themselves refused to reveal the size of their profit and sales. However, market estimates,
says that it could be around 125 Crore.

All that they say, instead, is that in the first ten years, 1982 to 1992 while the business grew the revenues
were small. So even as the family sifted to a 750 sq. yard house in the city, family members continued to do
most of the processing including procuring potatoes, cleaning them, frying them and even packaging them. From
going about distributing the product on a moped, they bought a rickshaw two years later. A tempo was
subsequently added with a Rs. 1.8 lakh loan form a bank.

ORGANISATION STRUCTURE

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Organization structure is the vital tool for providing information about any organizational relationship
such as chart shows the major function & their respective relationship the channels of formal authority, the
relative authority of each respective function.

Balaji has adopted line & staff organization structure hence, the overall contact, supervision &
direction are in the hands of board of directors.

The Board of Directors are:

Chairman : - Mr. Bhikhubhai Virani

Managing director : - Mr. Chandubhai Virani

Technical director : - Mr. Kanubhai virani

Research & development manager : - Mr. Keyur virani

General mange : - Mr. Hitesh Virani

Marketing Manager : - Mr. Nayan Tank.

ORGANISATION SRUCTURE

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CHART
Chairman

Managing Director

Director

Personnel Marketing Finance Production

Manager Manager Manager Manager

Assistant Distributors Chief Accountant Quality control

Timekeeper Dealers Clerk Supervisor

Peon Operators

Workers

OBJECTIVES

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The mission of Balaji Wafers Pvt. Ltd. is to do business in the international market. The company
wants to add novelty products at reasonable prices to satisfy the consumers & they are by increasing market
share.

Balaji Wafers Pvt. Ltd. desists to achieve the goals like.

 To increase productivity & market share of the company.

In all the company wants to earn reputation of excellent taste high quality & perfect packing in
Indian market as well as in international market thus, the company is continuously stringing far that.

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PRODUCTS PROFILE

Aloo sev

INGREDIENTS
POTATO POWDER, EDIBLE
OIL, GRAM FLOUR, STARCH,
CHILLY POWDER, MINT OIL,
IODIZED SALT, SPICES AND
CONDIMENTS.
POUCH PACKING
15 GMS., 40 GMS., 90 GMS.,
180 GMS…

Banana Masala wafers

INGREDIENTS
CHOICEST BANANAS,
EDIBLE OIL, CHILLY
POWDER, IODIZED SALT,
SPICES & CONDIMENTS.

POUCH PACKING
80 GMS…

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Potato Salted Wafers

INGREDIENTS
CHOICEST POTATOES, EDIBLE
OIL AND IODIZED SALT

POUCH PACKING
30 GMS.,40 GMS., 75 GMS., 180
GMS...

Tomato Masti

INGREDIENTS
CHOICEST POTATOES, EDIBLE
OIL, CHILLY POWDER, IODIZED
SALT, SUGAR, SPICES,
CONDIMENTS AND CONTAINS
ADDED FLAVOUR.

POUCH PACKING
30 GMS...

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Chana Dal

INGREDIENTS
CHOICEST PEAS, EDIBLE
OIL, CHILLY POWDER,
IODIZED SALT, SPICES
AND CONDIMENTS.

POUCH PACKING
100 GMS., 200 GMS...

Mung Dal

INGREDIENTS
CHOICEST KIDNEY
BEAN SPLITS, EDIBLE
OIL AND IODIZED SALT.

POUCH PACKING
100 GMS., 200 GMS...

Masala Peas

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Shing Bhujia

INGREDIENTS
PEANUTS, GRAM FLOUR,
EDIBLE OIL, BLACK GRAM
FLOUR, IODIZED SALT,
SPICES AND CONDIMENTS.

POUCH PACKING
15 GMS., 45 GMS., 100 GMS.,
200 GMS...

Tikha Mitha mix

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INGREDIENTS
GRAM FLOUR, EDIBLE OIL, RICE
FLAKES, PEAS, GREEN GRAM,
PEANUT SPLITS, SUGAR
POWDER, CURRY LEAVES,
SESAME, CORIANDER, BLACK
PAPER, CUMIN SEEDS,
AJOWAN, IODIZED SALT,
SPICES AND CONDIMENTS.

POUCH PACKING
15 GMS., 40 GMS., 90 GMS., 200
GMS...

Khatta Mitha Mix

INGREDIENTS
CORN FLKES, EDIBLE OIL,
RICE FLAKES, PEANUT
SPLITS, SUGAR POWDER,
CURRY LEAVES, ROASTED
GRAM SPLIT, AMCHUR
POWDER, BLACK SALT,
IODIZED SALT, SPICES
AND CONDIMENTS.

POUCH PACKING
15 GMS., 40 GMS., 90 GMS.,
200 GMS...

Ratlami Sev

INGREDIENTS
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GRAM FLOUR, EDIBLE OIL,
MATH BEANS FLOUR,
CHILLY POWDER, IODIZED
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Potato masala

INGREDIENTS
CHOICEST POTATOES, EDIBLE
OIL, CHILLY POWDER, IODIZED
SALT, SPICES AND
CONDIMENTS

POUCH PACKING
30 GMS., 40 GMS., 75 GMS., 180
GMS...

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