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Organizational study at DOUBLE HORSE
INTRODUCTION
1MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
INTRODUCTION
A family enterprise Manjilas group has flourished
under the administration of three generations of entrepreneurs. A visionary
who brought about a great revolution in the rice industry. An entrepreneur
who started the first rice vending outlet in 1959 and laid the foundation
stone for Manjilas group,as we know it. He was the founder general
secretary of the Vyapari Vyavasayi Ekopana Samithi (a merchant’s
association), and president of the Commerce , Thrissur Manjilas group
salutes the late Mr. M. O. John .Ever since its inception in 1959 . Manjilas
group has remained steadfast to its unswerving commitment to keep alive
the rich traditions of Kerala cuisine, redolent with a multitude of flavours
and fragrances. Thanks to the wide vision of the great man .Manjilas make
about 20 varieties of rice and about 100 varieties of food products under the
famous brand name ‘DOUBLE HOURSE’.
Manjilas food products were founded in the year 1995. As
today’s life style has changed tremendously ,there has been a wide change
in the eating habits of the people.Keeping this aspects in mind Manjilas
food products has entered to the changing taste appetite of the consumers.
The unit produces various rice based value added products ,instant mixes,
2MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
ready to eat products etc. in the famous brand name ‘DOUBLE HOURSE’.
Today Manjilas is certified ISO 9001-2000 for quality standards.
New corporate vision To became a leader in the global instant
foods category and an indispensable part of every Malayalee household
across the entire globe. It is with a great deal of pride that we look back
upon the trail that DOUBLE HOURSE has blazed in the instant foods
category .Our commitment to our pioneering efforts have indeed paid
fruitful dividend and today ,we to the future with eagerness. In keeping
with the fast changing functions and fundamentals of our industry, we
proudly present our new corporate vision to re-iterate to the world, our
keen focus on innovation, expansion and success. In the words ,of the
Mahatma, “ We must became the change we want to see.”
While most enterprises market a single brand of rice,
DOUBLE HORSE takes customization to a higher plane. Be it a weaning
baby or an aging geriatric, DOUBLE HORSE offers a range of over 20
varieties of rice to meet every culinary / cultural / festive / taste
requirement. DOUBLE HORSE has an excellent marketing network that
extends across the length and breadth of the country and has substantial
inroads into the Middle East, US and European markets.
3MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
There by ensuring a steady supply and regular distribution of DOUBLE
HORSE products.
4MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
INDUSTRY PROFILE
5MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
INDUSTRY PROFILE
Fast moving consumer goods are the products that are sold quickly
at relatively low cost, though the absolute profit made on FMCG products
is relatively small they generally sell in large quantities, so the cumulative
profit on such products can be large. Examples FMCG generally include a
wide range of frequently purchased consumer products such as toiletries,
soap, cosmetics, teeth cleaning products, shaving products and detergents,
as well as other non-durables such as glass ware, light bulbs, batteries,
paper products and plastic goods. FMCG may also include pharmaceuticals
consumer electronics packaged food products and drinks although there are
often categorized separately.
. PRESENT STATUS OF THE INDUSTRY
The Indian FMCG sector with a market size of US $ 13.1 billion
is the fourth largest sector in the economy a well established distribution
network, increase competition between the organized and unorganized
segments characterize the sector. FMCG sector is expected to grow by over
6MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
60% by 2010 that will translate into all annual growth of 10% over a 5 year
period. it has been estimated that FMCG sector will rise from around
Rs.56,500 cores in 2005 to Rs.92,100 cores in 2010 hair care, households
care, male grooming, female hygiene, and the chocolate and confectionery
categories are estimated to be the fastest growing segments, says HSBC
report.
FUTURE SCOPE OF THE INDUSTRY
With the presence of 13.2% of the world population in the
villages of India, the Indian rural FMCG market is something no one can
overlook. Increases focus on farm sector will boost rural incomes. Hence
providing better growth prospectus to the FMCG companies. Better
infrastructure facilities will improve their supply chain. FMCG sector is
also likely to benefit from growing demand in the market, because of the
low per capita consumption for almost all the product in the country,
FMCG companies have increase possibilities for growth. And if the
companied are able to change the mind set of the consumers, i.e. if they are
able to take the consumers to branded products and offer new generation
products, they would be able to generate higher growth in the near future, it
7MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
expected that the rural income will rise in 2017, boosting purchasing
power in the country side. The Current Scenario
The change in the social formats has led to the development of
modern retail outlets, mainly in the southern parts of the country. Chennai,
Bangalore and Hyderabad are developing as the hub of organize detail in
India. The culture is spreading to the other parts of the country too, with the
western and northern parts of the country too providing good opportunities
currently.
Different players are trying out different formats. A successful
fully Indian or ‘Swadeshi’ model in Indian retailing is yet to be developed.
The models, which are highly successful in certain areas of the country, are
able to achieve only moderate success in certain other areas. The major
formats being followed for organized food retailing in India are:
Supermarket: Relatively larger-low cost, low margin, high
volume, self service operation designed to serve total need for food,
laundry, and household
Maintenance products. E.g.: Food World, Nilgiris, Shoppers
Stop
8MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Discount Store: Standard merchandise sold at lower prices with
lower margins and higher volumes. True
Discount stores regularly sell merchandise at lower prices and
mostly national brands. E.g. Margin Free Markets, Subhiksha
Fresh Product outlets: Outlets selling fruits and vegetables in
value-added packing. These outlets generally cater to the higher segment of
the society.
E.g. Namdhari and Safal
Specialty Stores: Narrow product line of an individual food-
processing firm. E.g. Haldirams, MTR
Convenience Store: Relatively small store located near
residential area, open long hours seven days a week, and carrying a limited
line if high-turnover convenience products at slightly higher prices. E.g.
Outlets near petrol pumps, cinema halls etc.
Off-Price Retailer: Merchandise bought at less than regular
wholesale prices and sold at less than retail. The change in the social
formats has led to the development of modern retail outlets, mainly in the
9MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
southern parts of the country. Chennai, Bangalore and Hyderabad are
developing as the hub of organized retail in India. The culture is spreading
to the other parts of the country too, with the western and northern parts of
the country too providing good opportunities currently. Different players
are trying out different formats. A successful fully Indian or ‘swadeshi’
model in Indian retailing is yet to be developed. The models, which are
highly successful in certain areas of the country, are able to achieve only
moderate success in certain other areas.
The major formats being followed for organized food retailing
in India are:
Curry powder is a mixture of spices of widely varying
composition based on South Asian cuisine. Curry powder, and the
contemporary English use of the word curry are Western inventions and do
not reflect any specific Indian food. The word curry is widely believed to
be a corruption of the Tamil word Kari, meaning something like sauce, but
it may instead be derived from the French cuire.
10MES College Marampally,Aluva
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In the western world curry powder mixtures tend to have a fairly
standardized taste though a great variety of spice mixtures are used in
Indian cuisine.
Curry powder was largely popularized during the nineteenth and
twentieth centuries through the mass exportation of the condiment to the
western table, throughout Europe and North and South America. Curry
powder did not become standardized, as many of the original blends of
curry powder were still available throughout the world. The late 1960s and
early 1970s saw a large increase of Indian food consumption in the west
and internationally. This led to an increase of Indian restaurants throughout
the world. The tradition of keeping special blends of curry powder simply
became uneconomical, and curry powder became increasingly standardized
outside India.
Indian cooks often have readier access to a variety of fresh
spices than their foreign counterparts. Some curry cooks will have their
own specific mixtures for different recipes. These are often passed down
from parent to child
Ingredients
11MES College Marampally,Aluva
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Most recipes and producers of curry powder usually include
coriander, turmeric, cumin, fenugreek, and red pepper in their blends.
Depending on the recipe, additional ingredients such as ginger, garlic,
asafoetida, fennel seed, caraway, cinnamon, clove, mustard seed, green
cardamom, black cardamom, mace, nutmeg, long pepper, and black pepper
may also be added Masala used in South Asian cuisines (including Indian,
Bangladeshi, and Pakistani cuisines) to describe a mixture of spices. A
masala can either be a combination of dried (and usually dry roasted)
spices, or a paste (such as vindaloo masala) made from a mixture of spices
and other ingredients—often garlic, ginger, and onions. It is used
extensively in Indian cooking to add spice and flavor.
SPICES
Chilly
Unlike most other tropical spices, chilies are easy to cultivate
and hence are cultivated in almost all the parts of the world, especially in
the regions with tropic climate. Among the main producers of chilies India
has an important standing.
Chilies were first brought to Europe during one of Columbus’
expeditions but they did not meet much interest because black pepper
seemed a much more promising culinary. However in Spanish and
12MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Portuguese colonies chilies did find a place Chilies were and within a few
decades chilies became a fixed part in the daily diet of nearly all peoples in
South and South East Asia.
One of the reasons for chilies being adopted more easily than
any other spice was the difficulty that the farmers had in growing other
pungent spices as they were expensive and difficult to cultivate. Chilies as
compared to other spices were easy to cultivate and hot and humid climate
in tropical regions, glowing hot desert of Northern India and extreme cold
and dry seasons of the Himalayas in Tibet were perfect for its growth.
Among all the species of chili only five species of genus Capsicum are
cultivated, and the most important species economically is Capsicum
Annuum besides Capsicum frutescent that includes the Tabasco chili and is
the most famous of all hot chilies.
In Northern India, as well as in Central Asia, chilies are used
dried mostly. They are sold whole or ground at the market and the
intensively fiery, intensively colored and intensively aromatic. In India,
chilies from Kashmir (in the North west of India) have the best reputation
and chilies are considered to be the universal spice of India. In India the
13MES College Marampally,Aluva
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states of Andhra Pradesh, Orissa, Maharashtra, West Bengal, Karnataka,
Rajasthan and Tamil Nadu are the major chili producing areas and no
country in the world has so much area and production of chili as India.
Chilies have two important commercial qualities, as some
varieties are famous for red color because of the pigment Capsanthin while
others are known for biting pungency attributed by capsaicin.
While consumption of chili is the highest in India, maximum
export is also from this country and India made the record export of 51,900
tonnes of dry chili in 1996-97.
Indian chili and its products are brought by a number of
countries. Important among them are Sri Lanka, Bangladesh, South Korea
and USA for dry chili and USA, Germany, Japan, UK and France for
oleoresin. Originated in central Asia, garlic is today one of the famous spice
of the world and after being cultivated all over the world it met enthusiastic
approval. Garlic finds its mention in the Bible and in the ancient Egyptain
times when they were fed to the pyramid builders daily and as food for the
Hebrews during their sojourn in Egypt. Even the Roman period had
garlicas a common spice and it was extensively used from India to East
Asia even before the Europeans arrived there. After the Age of
Exploration, garlic spread rapidly to Africa and both Americas.
14MES College Marampally,Aluva
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Garlic is hardy bulbous annual, with narrow flat leaves a
pungent and acid flavor and acknowledged medicinal value. The entire
blub (‘cloves’) is without odor but once cut or bruised, they produce an
intensely strong odor.
In parts of Austria, salads are prepared with vinegar, oil and
minced garlic. In the Mediteranean sauces raw garlic has wide usage. In
Greece, Greek Skordalia, a paste made from cooked potatoes and raw
garlic whereas in Turkey, Turkish Cacik sauce is made from plain yogurt,
shredded cucumber, peppermint and garlic. In Vietnam garlic is served
with almost all preparations. Garlic is taken as pickles and as important
ingredient vinegar. Herbal vinegar is commonly made with one or two
garlic cloves per liter vinegar. Usage of fried or cooked garlic is, however,
much more common. Garlic is used in vegetable, meat and poultry dishes,
especially in casserole, stew and marinade. Garlic oil finds use in
readymade spice – mixes, pharmaceuticals and disinfectants.
It is believed that garlic is used for keeping away vampires
and has its mention in the famous novel of Count Dracula.
Garlic is cultivated in India in the states of Poona, Nasik,
Madurai and Jamnagar. Besides garlic powder and dehydrated flakes,
15MES College Marampally,Aluva
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India also exports oil and oleoresin with all constituents intact but without
its pungent odor.
Ginger
Serving the purpose of a taste-maker, an appetizer and a drug,
ginger is known as one of the earliest Oriental spice in Europe and has been
cultivated in India as a fresh vegetable and marketed as a dried spice since
time immemorial. Ginger was an important spice during the Roman times.
During the last centuries of the Middle Ages and the Renaissance, ginger
was used to flavor true beer. i.e. the alcoholic beverage obtained by
fermenting malt.Originally from Central Asia, today ginger is cultivated in
all the tropical and subtropical Asian regions, Brazil, Jamaica and Nigeria.
Raw ginger is popular in South East Asia. In India ginger tea prepared by
cooking slices of fresh ginger for a few minutes, is taken as a spicy and
healthy drink to get relieved form cold and cough.
The fresh, dried or powdered rhizome of a slender perennial
herb, Indian ginger is acclaimed worldwide for its characteristic taste,
flavor & texture. Ginger is cultivated as a cash crop in Africa and Latin
America and its drink known as Ginger ale is very popular in USA. Like
root beer the ginger soft drink is not fermented beer but simply sugar,
ginger extract and carbonated water.
16MES College Marampally,Aluva
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India offers ginger in a variety forms like, oils, oleoresins,
fresh ginger in brine, pickles, candies and syrups, garbled/ungarbled,
bleached/unbleached and powder form. Though grown all over India, the
finest quality ginger is grown in Kerala. Indian dry ginger is known in the
world market as ‘Cochin Ginger’ (NUGC) & ‘Calicut Giner’ (NUGK).
India has a predominant position in ginger production and
export. The principal buyers are the Middle East, USA, the UK and the
Netherlands.
Tamarind
Literally meaning the Arabic tamr hindi of “date of India”,
this spice is originally from Eastern Africa, but now is being cultivated all
over the tropics and is a much-valued food ingredient in many Asian or
Latin American recipes. The fruit of a tropical tree, tamarind is an
indispensable spice in most south Indian kitchens.
Tamarind is actually the fruit pod produced by tall, semi-
evergreen tree grown primarily in India. The beans and pulp within the
food are virtually no smell, but is has an extremely sour taste. Tamarind is
17MES College Marampally,Aluva
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available in whole pods, a compressed block, paste or concentrates and is
most likely to be found in Asian markets.
The pulp is sold dry and needs to be soaked before usage.
Tamarind is taken as basis for spicy and sometimes sweet used to marinade
meat or soybean cheese before frying. In peninsular Southeast Asia
(Vietnam and Thailand), the pods are preferred unripe and used in tart
soups or stews. These cannot be dried without aroma change.
India is the only producer of tamarind on a commercial
scale. A large part of India’s production of tamarind is exported to West
Asia, Europe and America, where it is used for food specialties like
Worcestershire sauce. It is used as the equivalent to lemon juice in India
cuisine, but is also used extensively in Asian cooking. It is often used to
make juices, soups, chutneys and bean dishes.
Available in the form of pulp and juice concentrates it is
used mainly for the preparation of cool drinks, seafood and a range of
sophisticated cuisine. Fresh tamarind can be stored at room temperature,
but should be used within a few days of purchase. Tamarind concentrate
can be kept in an airtight container in the refrigerator for several months.
Turmeric
18MES College Marampally,Aluva
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The use of turmeric dates back nearly 4000 years, to the
Vedic culture in India, when turmeric was the principal spice and also of
religious significance. Turmeric is also sometimes called ‘Indian saffron’
because of its brilliant yellow color and Indian turmeric is considered the
best in the world.
India alone produces nearly the whole world’s crop of
turmeric and uses 80% of it. In today’s India, turmeric is added to nearly
every dish be it non-vegetarian or vegetables. Turmeric is part of all Indian
curry powders and due to Indian influence, turmeric made its way to the
cuisine of Ethiopia. In South East Asia, the fresh spice is much preferred to
the dried.
Turmeric root is very similar in appearance to gingerroot,
except that, once peeled, is bright yellow in color. Turmeric is more
commonly found and used in powdered form and is often used in place of
saffron, more for it’s color than flavor which is earn and peppery.
Turmeric is most often used in curries, but is also used in chutneys, rice
and vegetables dishes.
Turmeric powder should be kept in an airtight container and
stored in a cool dry place. It is not advisable to make fresh turmeric
powder or paste as it is extremely hard to grind. India today is the largest
19MES College Marampally,Aluva
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exporter of turmeric to countries like the Middle East, the UK, USA and
Japan.
Some of the well-accepted varieties are ‘Alleppey Finger’
and ‘Erode turmeric (from Tamil Nadu), ‘Rajapore’ and Sangli turmeric’
(from Maharashtra) and ‘Nizamabad Buld’ (from Andhra Pradesh).
20MES College Marampally,Aluva
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COMPANY PROFILE
COMPANY PROFILE
Manjilas rice saga began from the humble environs of the rice
bazaar, Thrissur which is the cultural capital of Kerala. It was here late Sri.
M.O. John started his rice vending outlet in the year 1959. He was a
visionary who brought about a great revolution in the rice industry. He was
the founder general secretary of Vyapari Vyasai Ekopana Samithi, as
association of the business community of Kerala. He was also president of
Chamber of Commerce, Thrissur (1993-2000).Thanks to the wide vision of
21MES College Marampally,Aluva
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this great man, Manjilas make about 20 varieties of rice and about 100
varieties of food products under the famous brand name Double Horse.
Today Manjilas is the first ISO 9001:2000 which has 6
manufacturing units, employing more than thousands of people. These
units use the state of the art imported technology. A strong R & D
department and special development kitchen has helped to launch many
innovative products giving novelty to the customers taste and appetite.
HISTORY OF THE COMPANY
When M.O John started Manjilas mill in 1959, he had the
only intention of providing the pure rice to malayalees. Years ago the
ancestors of M.O John were dedicated to deliver rice for the Royal family.
They were doing these processes through buying raw rice from agriculture
farms and making transform raw rice to rice.They gave importance to
quality because they have to deliver the rice to the royal family. Now,
there were no ruling and Manjilas give that much importance to quality.
In the ancient time M.O. John’s father commenced rice
trading and started it as a business. By starting his own rice mill M.O. John
gave an introduction to the rice industry in Kerala. By starting a modern
rice mill in 1976 he brought up his business in a new turning point.
22MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Innovation should brought up in the business but don’t be over aggressive.
This was his concept about business. Rice being an inevitable food item he
had the vision that rice should be available in at ordinary rate and for the
growth of business he was not ready to raise the price.
Manjilas introduced branded rice in the market. By
introducing rice powder in 1994 they started differentiation of products. In
the olden days the keralites have been buying rice from the shop and after
washing it they gave it to the mill for getting rice powder. Because of
these, all market analysts were having the doubts regarding the success of
the rice powder from Manjilas group. But within 6 months Manjilas got a
favourable reply from customers. After rice powder, by introducing idli
mix, dosa mix, easy palappam and instant idiayappam, Double Horse can
lead the market according to the needs of the society.
Food processing industry is one of the fast changing industry in the world.
To utilize the opportunities out of the changes. Manjilas used product
innovation and regular research. The children of M.O John implemented
the new technologies in rice industry and they brought at rice industry into
new meaning. Now they are leading with their father M.O John’s long
perceptiveness and insight. After the death of M.O John, Double Horse
products entered into diversification under the able guidance of his sons.
23MES College Marampally,Aluva
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Now, the research and developments department are working continuously
for developing new products.
.
.RESEARCH & DEVOLOPMENT
Double Horse food products have well established R&D
Department involved in the development of traditional as well as
innovative products, giving novelty to the customer’s taste and appetite. As
a part of the golden jubilee year (2009), the company aims in launching 50
new products with prime importance for Ready to Eat food products and
Masala mixes. DOUBLE HORSE emphasis on maintaining strict quality
parameters that involves the following detection of:
Total bacterial count
Total fungal count
Coli forms
Detection of pathogens like E.coli, Staphylococcus,
Salmonella, Bacillus, Listeria, Clostridium etc...
VISION OF THE COMPANY
24MES College Marampally,Aluva
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To became the leader in the food industry.
MISSION OF THE COMPANY
To make every malayalee in India a Double Horse customer by the
year 2008.
To make every malayalee in the world Double Horse customer by the
year 2010.
POLICY AND OBJECTIVES
The intention of the company is to provide a suitable, safe
and healthy working environment to each employee of Majilas group. As
the policies are the plan of actions, organization needs to evolve personnel
polices as they ensure consistency and uniformity in treating people. They
help to motivate and build loyalty. Policies become benchmark to compare
and evaluate performance. A policy is more specific and commits the
management to definite course of action.
25MES College Marampally,Aluva
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QUALITY POLICY
Manjilas is committed to give total satisfaction to their
customers through continuous improvement of products, processes and
distribution.
QUALITY ASSURANCE
Right from the purchase point to the sales there are quality
checks. They also believed that “a good output depends up on good input”.
Company personnels travel extensively through the paddy fields during the
harvest season and great care is taken to see that only the best available
paddy is purchased. The paddy purchased is properly dried and stocked in
paddy go downs.
CERTIFICATIONS
Manjilas is the first ISO 9001:2000 certified rice mill in
Kerala. The company has also been certified with ISO 9002.
RECENT DEVELOPMENTS
In today’s throat competition it’s a great note that
Manajilas group is shining brighter day to day. Even though they have
started building their selves in the overseas market. Slowly they are on the
fastest track of development. Now the time is not far away for Double
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Horse to gallop in the very near future, the export development will get the
utmost concentration from management as well as from the production
department.
Now, just have a look at the overseas market, they had
representations in Bahrain, Jeddah & Dammamm (KSA) Kuwait, Qatar and
UAE. They appointed distributors for unrepresented areas such as Riyadh
(KSA) and Muscat. They were able to introduce a number of products in
the over seas market. Last year they made a sale of Rs.150 Crore.
DOUBLE HORSE RICE BRAND
The DHR & Rice products are quiet familiar to the people
of Kerala which shows that his brand is positioned as a sign of quality and
perception. The unique selling proposition of the company itself is ‘the
taste of Keralites’.
In Kerala, the brand was launched in 1954 since then no
other company was in the field till 1956. In 1965 they started a
mechanized mill to cater the need of Keralities.
27MES College Marampally,Aluva
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There are about 350 retail outlets of Manjilas brand. The
retailers are paid as commission of 2.5 per cent on the sales. The marketing
network of the company is also elaborated. The retailers can order the
commodity through telephone or any other mean and the order will be
processed and delivered to the retailers as early as possible. Thus we can see
that the company has got strong supply chain management backed by all the
modern infrastructure facilities.The company’s main objective is to improve
the quality from time to time. Their vision is to become the market leader
in the industry. Keeping these aspects in mind, Manjilas food products have
started to cater the changing taste and appetite of the consumers. Manajilas
group have 50 years of experience in rice industry. Their core business is
rice and rice
based products marketed under the brand name of ‘Double Horse’ which is
the first brand introduced in rice and rice products in Kerala.
Double Horse has over 20 varieties of rice. The company with a
turnover of Rs. i0 Cr. and with a market share of nearly 20.5 Manjilas currently
touches 20 lakh households through 5000 plus retail dealers worldwide.
PRODUCT PROFIE
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DOUBLE HORSE is celebrateing its "Golden Jubilee Year"
in 2009. In 50th Golden year, planned to launch 50 New Food Products by
the end 2009. New products includes- Blended Curry Powders, Spice &
Condiment Powders,Ready to Eat (RTE),Ready to Cook(RTC),Instant Mix,
VegetablesinBrineetc.
RICE
Ponni rice
Raw rice meals
Jyothi matta
Single matta
Idli rice
Ghee rice
Matta broken
Cherumani
Jaya rice
Rose mutta
Payasam rice
RICE POWDERS
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White puttu podi
Chemba puttupodi
Rosted pathri powder
Dosa mix
Idli mix
Roasted white rice powder
HEALTH PRODUCTS
Double horse health mix is a highly "Nutritious
Porridge".Also easy to cook, very healthy as it is enriched of various macro
and micro nutrients, it will be a complete break fast and a balanced diet for
all age groups.
Samba puttu podi
Ragivita
Instant giner coffee
Banana powder
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Samba broken wheat
Corn puttu podi
INSTANT FOOD VARIENT
Palappam mix
East palappam
Uppma mix
Idiyappam
CURRY MIXES
Chicken gravy mix chicken biriyani mix
Kerala chicken curry mix
Sambar mix
Kerala fish curry mix
Spices
Tamrind paste garlic paste
Ginger paste
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READY TO EAT PRODUCT
Double horse RTC is 100% Natural & Sterilized. Since
RTC are free from bacteria will have a lasting shelf life. No artificial
preservatives and chemicals are added. Its completely safe & delicious to
consume.
Aval
Avalose
Crunch flakes
INSTANT SWEET DISHES
Roasted vermicelli
Semiya payasam mix
Palada payasam mix
PICKLE / CHAMMANTHY
Coconut chammanthy powder
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Bitter gour pickle
Mango pickle
Hot and sweet lime date pickle
Dates pickle
Gooseberry pickle
Ginger pickle
Lime pickle
Garlic pickle
Mixed vegitable pickle
Tender mango pickle
White lime pickle
Chicken pickle
Mean pickle
Prawn pickle
Squid cutlet fish pickle
Fish pickle
DOUBLE HORSE OATS
Launched in the month of February. It is ideal for Quick
cooking, Rich in Fiber and Easy to Digest. Double Horse Oats are healthy
and a complete break fast to start your day, the right way.
33MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
DOUBLE HORSE CHAKKAVARATTY ,
Double Horse RTE is 100% Natural & Sterilized. Since RTE
are free from bacteria will have a lasting shelf life. No artificial
preservatives and chemicals are added. Its completely safe & delicious to
consume.
MILESTONES
Kerala’s modern rice mill
It is the first rice mill which has branded rice product.
It is the first rice mill which has implemented LSU driver from USA.
It is the first rice mill which supply product free from adulteration.
First rice mill which has introduced sortex machine from England.
First rice mill which has introduced SATAKE machineries from Japan.
First rice mill which has introduced Bubbar machineries from Buhler in
Germany.
34MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
First rice mill which has received ISO 9002 certification for quality
standards.
It is the first rice mill which has introduced repacking system.
It is the first rice mill which has supplied flours of different varieties of
puttu podi, appam podi etc.
It is the first rice mill which has marketed food products from
Manjeshawaram and parasala.
It is the first rice mill which has received ISO certification and still
maintaining it.
ORGANISATION CHART35
MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
36MES College Marampally,Aluva
Board of directors
Managing director
Finance &HR
director
Production
director
Marketing
director
Finance GM Marketing GMProduction
GMProduction
manager
Marketing
&sales manager Finance
manager
quality
&production
manager
Area manager Senior
accountant
executives accountants
supervisor
Organizational study at DOUBLE HORSE
PURCHASE DEPARTMENT
37MES College Marampally,Aluva
workers
Organizational study at DOUBLE HORSE
PURCHASE DEPARTMENT
The main duty of this department is to verify the purchase order
quantified and value of the bill or movie at store for correct address or
quantity .Checking a number of packages received and acknowledges the
bill. Preparation of daily material receipt and inform to lab authorities for
inspection. After getting the inspection report is should be entered in to the
stock register.
Mode of purchase
1. Centralized
2. Seasonal
3. Maintains minimum stock
38MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
company have many permanent suppliers inside and outside the
state. Raw materials purchase from different places according to the price
and quality. They give purchase order to the suppliers according to the
purchase request. The suppliers bring materials directly to the factory. After
the delivery of goods the quality of the material will be check , if
there is any damage it will return back to the suppliers, Payment should be
done after the delivery and quality checked. Payment should be in the form
of either cash payment or demand draft. Sometimes advanced payment also
given suppliers in credit system
DIFFERENT TYPES OF FORMS
Following are the some of the forms use in the purchasing department
Purchase order
Supplier evaluation form
Quotation forms
Agent will give the quotation which depends on the rate and quality.
Period of purchase
39MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Purchase is done both in the season and off-season according
to the production needs. So any of the shortage of raw materials may not
affect the production.
Grading of materials
Mainly quality products will export and rest sell in the market,
company providing offers seasonally for sales promotions like Onam ,
Vishu , Christmas etc…
40MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
PURCHASE DEPARTMENT
41MES College Marampally,Aluva
Deputy general manager
Senior manager
executives
Organizational study at DOUBLE HORSE
PRODUCTION DEPARTMENT
42MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
PRODUCTION DEPARTMENT
Production is the functional area responsible for turning inputs
into finished outputs through a series of production process. The production
department is responsible for making sure that raw materials are provided
and made into finished goods effectively. Production manager must make
sure that work is carried out smoothly, and must supervise procedures for
making work more efficient and more enjoyable.
Production process
Complete production process is done with the help of machine
and operated by skilled people .Department will set the standards and
targets for each section of production process. The quality and quantity of
the products coming off a production line will be closely monitored.
Quality will be monitored by all employees at every stage of production,
after completed the production quality control department will ensure the
quality of the product, quality is the peculiarity of the DOUBLE HORSE
products. Company creates better working conditions for the employees
43MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
and there are around 1200 employees working under the guidance of 10
supervisors.
PRODUCTION PROCESS
44MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
45MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
The complete production process is done with the help of manual machine
and operated by skilled people. The company will check the quality of the
machinery at regular intervels for the smooth running of the production.
46MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
PRODUCTION DEPARTMENT
47MES College Marampally,Aluva
General manager
Senior production manager
Mill manager
Supervisor
workers
Organizational study at DOUBLE HORSE
MARKETING DEPARTMENT
MARKETING DEPARTMENT
48MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Marketing involves a range of processes concerned with
finding out what consumers want , and then providing it for them,
’DOUBLE HORSE’ company doing the same thing. The marketing
department will seek to make sure that the company has a marketing focus
in everything that it does. It will work very closely With production to
make sure that new and existing product development is tied in closely
with the needs and expectations of the customers.
DOUBLE HORSE has an excellent marketing network that
extends across the length and breadth of the country and has substantial
inroads into the Middle EAST,USA , and European markets . There by
ensuring a steady supply and regular distribution of DOUBLE HORSE
products. DOUBLE HORSE has created and produced a stunning range of
over 100 instant , ready to cook and ready to eat products that replicate
authentic Kerala food ,with an excellent marketing .
Manjilas introduced branded rice in the market , because is an
inevitable food item in the Kerala. They introduced rice powder , idli mix,
dosa mix, easy palappam, and instant idiyappam , into the market
according to the needs of the society. They introducing right products, at
right price, at right place with a suitable brand name DOUBLE HORSE.
49MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Marketing is classified into three types they are :-
Domestic
National
Inter National
The main competitors of DOUBLE HORSE
EASTERN
ELITE
NIRAPARA
ANNS
MELAM
SARAS
MOHANLAL TASTE BUDS
EASTERN is the main competitor of the DOUBLE
HORSE company because EASTERN products are more consumed by the
people
than DOUBLE HORSE, but their products getting more demand inside
Kerala than outside. DOUBLE HORSE has a centralized marketing
50MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
department with its head office at Nellikkunnu for controlling all the
marketing activities for all products of the company.
Advertisement
T V advertisement
Press advertisement
Brochures catalogs
Leaflets and diaries
Personal gifts
Display boarding
Marketing strategies
Accurate delivery
Better quality
Reasonable price
DOUBLE HORSE make a good relationship with their
consumers. After sales they offering replacement guaranty to the
customers. DOUBLE HORSE has a customer care service centre to solve
the problems of the customers. Company conducting surveys to get the
feedback from the customer.he company allowing one week credit system
to the buyer
51MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
MARKETING DEPARTMENT
HUMAN RESOURCE DEPARTMENT
Human resources are most important and vital aspects of an
organization as the productivity of all other resources depends upon people.
52MES College Marampally,Aluva
General manager
Senior marketing manager
Regional manager
Area sales manager
executives
Organizational study at DOUBLE HORSE
The Human resource department is responsible for recruitment ,selection,
placement training, performance appraisal, promotion and separation.
Recruitment, training and appraisal
Double Horse recruits its man power resources through
recruiting agencies and advertisements in leading news papers. The other
sources are from reference service, relatives of employees and from
apprentices. Recruitment is done by the G.M of HR department .Training
of six months is given to all workers for developing their skills. This helps
to avoid the wastage of time .Double horse follows checklist method for
performance appraisal ,this is done in every six months .Office staffs are
appointed on the basis of their experience and educational qualification.
Wages and salary administration
Wages include all recommendation payable to an employee in
respect of his employment. Wages also include over time remuneration,
boneus, gratuity ,pension, provident fund, contribution by employee etc.
Section schemes
Meeting should be done periodically.
53MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Management review meeting should be conducted once in three
month
Worker and staff meeting should be conducted once in a month.
Distributors meeting are also conducted once in a month.
Workers participation in management
Representative of worker are attended for management
meeting ,they can directly contact with the manager at any time.
Record keeping by the department
Personal file: The department keeps separate personnel file for
each worker an employee whom permanently employed.
Leave register
Insurance records: Insurance record of human resources and the
factory premises are kept and adopted by personnel department.
Salary and wage card
54MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Others : Personal department keeps all the record related with the
factory licensing with all level of government and local
authorities.
Marriage fund
Interest free loans .20000 are being given to the employees in
the event of marriage
Safety
House keeping activities are arrived out on a continuous basis .A part
from the statutory compliance ; a safety committee is effectively working
Social activities
The company takes care of the needs of the local people with the
consideration .The includes construction of buildings ,waiting shed,
donation to various charitable organizations, uniforms and books for pure
childrens etc.
Shifts in DOUBLE HORSE
55MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Shift 1 : 8am - 4pm
Shift2 : 4pm - 12pm
Shift3 : 12pm - 8am
Staff time : 9am - 5.30 pm
Employees : 1200
HR DEPARTMENT
56MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
57MES College Marampally,Aluva
HR manager
Senior personnel officer
Officers
Organizational study at DOUBLE HORSE
FINANCE DEPARTMENT
58MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
FINANCE DEPARTMENT
The finance department look after the entire function of the
company. The major source of the fund is capital and reserve surplus, This
department has to raise necessary funds ,manage them, prepare finance
budgets and administer its working capital .The office supplies necessary
data to finance and carry out its function effectively .It makes the
formalities for public issue capital, maintains records for helping the
finance manager to access the appropriateness of capital structure .It
provides the data for the preparation of the budgets and various financial
statements .The accounting function of the department includes the
preparation of trial balance on yearly basis. They also prepare managerial
reports regarding expenditure of travelling ,postal ,telephone and courier
transactions.
The accounts are prepared on the basis of several schedules. In
2010 company earned turnover of 150crores, performance with the past it is
profit, the net profit of the year 2010 was in profit of more than 50 crores
as against the previous years.
59MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
ACCOUNT POLICIES
The Financial statements are prepared on historical cost and
convention
All fixed assets are stated at cost adjusted by revalution in case of
certain land ,building ,plant& machinery and electrical installation,
less accumulated depreciation
Long term investments are stated at cost less provision.
Values of fixed assets are revalued by technicians.
Valuation of investments is done at cost.
Progress of spare packing materials
Depreciation is done as per the companies act 1956.
60MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
FINANCE DEPARTMENT
61MES College Marampally,Aluva
GM
Finance manager
Senior executives
Accountants
Organizational study at DOUBLE HORSE
Findings
Most influencing factor of popularity of the product is quality,
price and package influence and also credit period.
The main factors influencing to the people are taste and minimum
quantity.
Most preferred packaging is 100g in the case of masalas.
Advertisement is the most important promotional method next is
through sales counter.
People satisfied with the periodical offers of the company.
Advertisement and quality is the best promotional methods for
creating brand image. High grade quality and good advertisement
is necessary for a new product
DOUBLE HORSE has an excellent relationship with the
customers
62MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Suggestions
Replacement facility is the best way to attract the people.
Keeping high grade quality and making good advertisement are the
best methods for improving a new product.
Don’t dump the product in to the shop.
Make a good relation with shop keepers and the executives
If we keep good quality people will select the Double Horse
products.
Keep the brand loyalty; it will make a good result in the market.
For improving popularity of the product, factors such package,
price, availability and credit period are to be keeping in mind by
the Double Horse. This is become, the above factors are important
for improving popularity.
100g is the most suitable pack.
Advertisement is the most suitable tool for catching people mind.
So it is better for product promotion through advertisement.
63MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
SWOT ANALYSIS
Strength:
Latest technology
Quality of the product
Established market
Strong finance
Experience in the industry
ISO-9002 certification
Weakness
Weak marketing
Average level of customers satisfaction
Average level of quality
64MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Opportunities:
The company can became the leader in the food industry
Expanding exports
Threats;
Highly competitive field
Rising prices of raw material
CONCLUSION
65MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
The organization study conducted at DOUBLE HORSE was
very interesting and I was able to gain more knowledge . Also I was able to
understand the practical side of the theories .The company to be a
significant player in the medium, fine and superfine segment in the world
food industry and is continuously innovating new value added instant
mixes. With utmost respect to human values ,company served its human
resources with integrity , through a variety of services by suing appropriate
training ,motivation techniques and employee welfare activities.
BIBLIOGRAPHY
www.manjilas.com
66MES College Marampally,Aluva
Organizational study at DOUBLE HORSE
Records maintained in each department
Double horse magazines
67MES College Marampally,Aluva
Recommended