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PROJECT REPORT TITLED
A case study of “Nirula’s Corner House Pvt. Ltd.” to reflect its
organizational effectiveness through its SWOT analysis and to suggest
measures to further enhance its effectiveness by making use of OD
practices as HRD Tool.
INTRODUCTION
Organizational effectiveness is directly related to the organizational
practices it follows. These OD practices become the guiding HRD tools
and help uplift the organization to be effective there is not only a need
to follow the organizational development practices but also to device a
system to monitor its key factors of success. Organizational
effectiveness can be determined by the various factors like:
(a)Organizational Culture
(b)Attitude of Managers
(c) Vision Inspiration and motivational level of its employees
(d)Organizational Values and
(e)Work Culture etc.
Rationale for the study:
The rationale behind carrying out this study in respect of Nirula Corner
House Pvt. Ltd. was to analyze the functioning of the company with
respect to the Organizational Development Practice. The study
requires carrying out its SWOT Analysis and identifying the factors
contributing to the effectiveness of this organization. The analysis will
help analyze the weak areas in the OD practices in organization so that
the same can be corrected for further improve its effectiveness.
Secondly the rationale behind the study was also to help the company
achieve its policy of QSCV i.e. Quality, Service, Cleanliness and Value
for Money.
COMPANY PROFILE
BRIEF HISTORY
Established in 1934 Nirulas today are a diversified group having
a chain of Elegant Business Hotels, Water Service Restaurants,
Family style Restaurants, ice Cream Parlours, Pastry Shops and
Food Processing Plants in India. The chain caters to over 45,000
guests every day.
A modern netizen friendly Cyberbar with multiple Internet
terminal posts and a well stocked bar serving premium liquors,
wines, beer and cocktails. A true business- with- pleasure place.
Open on all days (except dry days) between 11:00 a, to
midnight.
Nirula’s today is a well-known name in the hospitality industry. Nirula
family was the first to offer western style fast food in India. It came to
Delhi in 1928. They realised the paucity of good eating places in and
around New Delhi, began ‘Hotel India’ in 1934 with 12 rooms and a
restaurant with a bar license. They also specialized in catering to
parties and soon Nirula‘s catering became famous.
Meanwhile, Nirula’s had set up the ‘India Coffee Shop’ in Janpath on
request of the Coffee board. A few years later, the Coffee Board of
India seeing the success of the international decided to run the
business itself.
It 1939, whine the Second World war had started, Nirula’s rented more
space in Connaught Circus (what is currently the ground floor of
Nirula’s, L-block) and opened a Restaurant with music and dancing
serving a six course dinner for only Rs. 1. The restaurant proved to be
popular with both Indian and foreign guests. It also started serving
Indian food and introduced ballroom dancing.
Before 1947, Nirula’s had also opened the first fruit preservation unit
in Delhi. The jams and squash and other preserves were marketed
under the name of Nirula’s and had an all India distribution. With the
partition of India in 1947, the supply of raw material was disrupted and
this unit was stopped.
In 1950, Nirula’s started the ‘Chinese Room’ which was the first
restaurant of its kind in India. Nirula’s created history by being the first
Indians of non-Chinese origin to have a Chinese food restaurant in
India.
In 1954, Nirula’s were the first ones to introduce espresso coffee in
India. Georgia, the inceptors of espresso coffee machines gave Nirula’s
sole distribution rights for their machines and Nirula’s sold these to the
luxury hotels and first class restaurants. Nirula’s store was opened in
the 1950’s with a section for cold meat and delicatessen products and
a separate section for bakery and confectionery produce.
Nirula’s Hotel was started in 1958 and was the first modern 3-star
hotel in India. In 1960 two specialty restaurants were opened. La
Bohame was a modern restaurant where tea, coffee, snacks and meals
were very popular. It was the most popular restaurant of its time in
India. Gufa was an Indian restaurant with Indian style seating and an
all silver thali service in a romantic atmosphere.
The Pastry shop was independently introduced in 1972 and did
externally well. The quick service food business was again ventured
into by the opening of the Snack bar in 1972 and Hot Shoppe in 1977,
which was instant success. The first Ice Cream Parlour in India was
started in 1978. Potpourri restaurant with the first salad bar in India
and the Pegasus Bar were started in 1979. All of these exist till today.
The Expansion Plan
It was only by early 80’s that Nirula’s decided to expand itself. It’s first
restaurant outside Connaught Place opened at Vasant Vihar in 1980
and soon followed by Chanakya Puri(1981) and Defence Colony (1986).
In 1985 the Central Kitchen, comprising of the first section bulk
kitchen, Ice Cream section and the bakery section was opened at
Okhla, thus enabling Nirula’s to expand faster.
Also in 1985, Nirula’s opened their first restaurant outside India in
Kathmandu, Nepal. Production facilities were also set up. Another
followed this in Kathmandu in 1986 and one in Pokhra, June 1993.
Meanwhile Nirula’s also took over the management of restaurants at
Tej’s (Nov. 1985) Karol Bagh (March 1986), New Friends Colony (April
1988), Bungalow Road (Oct. 1990), East of Kailash (Aug 1994) Gurgaon
(Jan 1998) and Faridabad (Feb 1998).
Nirulas’ also set up a unit in Noida, a suburb of Delhi. This unit started
with a restaurant in Jan. 1987 and was soon extended to also include a
Hotel (March 1991) the first of its kind in India offering the most
modern and attractive facilities at very reasonable prices.
It also started catering services for the Railways in July 1993 by
providing food on the August Kranti Express from Delhi to Bombay.
In 1994, a Food Delivery Service was started at L-block, Chanakya and
Defence Colony and was soon extended to all the units. Nirula’s was
the first to introduce in the country services on such a large scale.
In Jan. 1996, a restaurant complex with a large family style restaurant,
Pastry Shop and a Potpourri restaurant was commissioned in Preet
Vihar. An "“express” Restaurant where the thrust is on take away and
delivery service was opened for the first time at Vasant Kunj in March
1996. Another outlet at Bawa Potterries Complex at Vasant Kunj
opened in Aug 1996. Second express restaurant was opened at
Rajinndra Place in 1997. Two restaurants were opened in Haryana in
quick succession – in Gurgaon in 1998 and Faridabad 1998.
Negotiations are in progress for opening more Hotels and restaurants
in and around Delhi and in major metro cities in Northern India. The
companies even plans on opening its outlets in Singapore and in South
East Asia.
Besides opening new outlets to cater to the ever-expanding market,
Nirulas have always believed in expansion and improvement of its
existing facilities.
It has always welcomed other restaurants stating as they assist in
developing the overall business. Even though a number of new
restaurants have started Nirula’s is still the most popular chain of
restaurants with among the highest sales per square foot. They
continue to experiment, introduce new items and continue to give the
citizens of Delhi and tourists what they desire-excellent quality food at
a reasonable economical price in pleasant surroundings and such a
variety that every one in the family feels catered to – ‘Fun Foods for
the Whole family’. Nirula’s stands for Quality, Service, Cleanliness and
value for money.
PRESENT SCENARIO
Established in 1934, Nirula's today is a diversified group having a chain
of Elegant Business Hotels, Waiter Service Restaurants, Family Style
Restaurants, Ice Cream Parlours, Pastry Shops and Food Processing
Plants in India. The chain caters to over 50,000 guests every day.
Designed to offer superior comfort, cleanliness, and efficiency, the
hotels are strategically located in the hearts of Delhi and Noida.
Serving a wide range of foods -- from Continental to Indian along
with its well-known Salad Bar -- the restaurant is popular among
people from all countries.
One of the first Chinese restaurants in Delhi, The Chinese Room
serves authentic Cantonese food. The presiding Laughing Buddha
ensures that you enjoy your meal.
Delicious, hygienic, Family Style Restaurants serving a wide variety
of multi-cuisine foods, both Western and Indian, including Pizzas,
Burgers, Chana Kulchas and much more.
The ICE CREAM PARLOURS, The first of their kind in India, offering
an extensive range of exciting and innovative Ice Cream flavours
with one new flavour added every month.
State-of-the-art lifestyle Café having an interestingly new character
and a contemporary ambience.
NIRULA'S PASTRY SHOPS are a one-stop shop for bakery and
confectionery items.
For the busy and the not so busy, a well stocked range of various
liquors, exotic cocktails, wines, spirits and beers in a pub setting.
A modern Netizen friendly Cyber Bar with multiple Internet terminal
posts and a well stocked bar serving premium liquors, wines, beers
and cocktails.
Be Eco Logical with Nirula's!
Saving the environment is one of their prime concerns. They believe
firmly in nurturing the planet so the
planet can nurture us.
At Nirula's they continuously takes
steps to create consciousness
towards the environment amongst
their guests.
In August 2002, they organized a "free tree saplings" drive in
collaboration with the Department of Forest and Wildlife (Government
of N.C.T of Delhi). The free saplings -- an assortment of Neem, Amaltas
and Jamun -- were distributed to all the interested customers. As
follow-up action, they periodically check on the growth and the welfare
of the trees in a continuing programme to rejuvenate the earth.
Steps taken to Save the Environment
¤ Re-cycled paper boxes for take away
¤ Plastic recycling bins
The plastic cups and glasses that are used at Nirula's are collected
through specifically placed Plastic Recycling Bins placed outside each
outlet. Customers are encouraged to throw their plastic cups and
glasses into these bins. The plastic items are then used for growing
and gifting saplings or are sent to a plastic recycling agency, which
recycles the plastic into other useful plastic forms.
¤ Sapling giveaways
The disposed plastic cups and glasses are washed thoroughly and used
as poly-pots for planting saplings of lime, papaya, guava and other fruit
trees. These saplings are then distributed free to their customers in
Defence Colony, Chanakyapuri, and Noida. Nirula's also has nurseries
at these restaurants in order to grow saplings.
¤ Environment Board
To generate awareness amongst the lakhs of customers who visit
Nirula's family style restaurants daily, Nirula's has an Environment
Board at all its restaurants. Environment Care suggestions are
welcomed from their customers.
¤ Maintenance of parks and roundabouts
Nirula's has taken over the maintenance of two of the public
parks/roundabouts as its contribution to keep the Capital green and
clean. At present, Nirula's is maintaining one park in Anand Niketan
and one roundabout in Noida.
¤ Waste treatment plant -
aerobic operation
At Nirula's they believe in
cutting back on the
production of waste and
curbing pollution. They were
amongst the first few
organizations to have a water
pollution treatment plant at
their production centre in
Okhla. Some of the simple
measures taken to cut back
on waste include installing a sleeve to catch vegetable peels that were
otherwise dumped along with the other solid waste and installing
grease traps to catch spilt cooking oil and grease from the washed
dishes before it entered the drains.
¤ Jute Bags
They provide jute bags as a convenient shopping bag option in place of
plastic and other disposable bags.
¤ Bio Gas Plant-Anerobic
Their food-processing unit at Noida generates large amounts of
Industrial waste of fruits and vegetables. On an average 70 kg of waste
is generated per day in winters and twice the amount per day in
summers. To curb this waste disposal, they have a Bio-Gas Plant where
the food waste is processed and recovered in the form of methane,
which is an inflammable gas. This gas is then used to heat water in the
bypass and fed to the main hot water storage tank. The sludge, which
is left behind, can easily be used as high quality manure.
Solar energy is combined with diesel boilers for the provision of
hot water which goes to all the rooms of the Nirula's Connaught
Place Hotel.
Using energy saving bulbs and tubes to reduce electricity
consumption.
Use of thermostats for temperature control as a result of which
the use of atomisation machines will be stopped.
¤ Disposal of the waste
At Nirula's, special attention is paid to ensure that no harm is done to
the environment. Before being discharged into the public sewer
systems, effluents are treated at special treatment plants. Solid
waste/garbage is sent to the farm for conversion into compost.
¤ Wormiculture plant
Nirula's has installed a Wormiculture Plant at a captive farm site - Ali
Farms, where worms are used to convert the vegetable waste
generated from the food processing plant and the hotel at Noida into
wormi-compost, one of the best known forms of natural fertilizer. A
similar process is being followed at the Anand Niketan Park as well.
The Community Composting message board put up there
reads:
We are composting leaves, garden trimmings and other organic bio-
degradable waste with the help of earthworms.
Please participate by discouraging leaf burning. Send us your leaves
and garden trimmings and we shall compost them for you!
LITERATURE REVIEW
In today’s technologically advanced World, employees are aware of
what services should they deliver for a particular return from their
employer. On the other side employer has no choice but to satisfy his
employees by identifying and fulfilling his wants, the employer has to
use the motivation theories as these provide a good idea of how and in
what way they will get motivated and satisfied. The above logic applies
to every industry whether it is politics, economics, technology or
society. For instance, in a society the same person who is an employee
plays a role of a member of the family. His duties are to control his
children so that they do not get into a bad company and they should
concentrate on their studies. Now the same question comes How to
motivate them to study? Here the employee acts as an employer and
the children act as his employees.
WHAT DO WORKERS WANT?
"Supervisors generally ranked good wages, job security, promotion and
good, working conditions as the things workers want from their jobs.
While workers felt they want most is full appreciation for work done,
felling "in" on things, and sympathetic understandings of personal
problems -all incentives that seem to be related to affiliation and
recognition motives. ' (Hersey and Blanchard 1996: 50).
It’s not only good money but there is lot of other needs, which an
employee wants to fulfill for being satisfied and committed towards the
job. These needs vary from one employee to another, workers needs
are totally different from the managers and are rated as least
important by Manager.
Figure: What do workers want?
Supervisors Workers
Good working conditions 4 9
Feeling "in" on things 10 2
Tactful disciplining 4 10
Full appreciation by work done 8 1
Management loyalty of workers 6 8
Good wages 1 5
Promotion and growth with
company
3 7
Sympathetic understanding of
personal
9 3
Problems 2 4
Job security 5 6
Interesting work
Source: Hersey & Blanchard (1996) Management of organization
Behaviour. Prentice Hall of India, p. 50.
Figure indicates that good working conditions, discipline good pay,
promotion, growth and job security are the things that workers want
from their job. While, supervisors want more feeling "in" on things,
appreciation, sympathetic understanding of personal problems from
their jobs. But both supervisors and workers want interesting work.
STEPS TAKEN BY ORGANIZATIONS TO MOTIVATE THEIR STAFF
According to Bennett (1997), it a duty of managers to know about the
factors that create motivation in order to be able to induce employees
to work harder, faster, more efficiently and with greater enthusiasm.
In other words, it's a part of all the organizations to motivate their staff
so as to get better performance and stimulate effort that's why all the
organizations have Human Resources. On the basis of motivation
theories, drives, applications and needs studies above, the
organizations, so as to motivate their staff, follow:
i) Training and Development:
ii) Rewards and incentives
iii) Fringe benefits
Rewards motivate behaviour:
There are two types of rewards, or reinforces, that motivates behaviour
primary rewards and secondary rewards. Primary rewards directly
satisfy basic physiological needs, such as hunger, thirst, activity, rest,
and sex. Generally these are not relevant to work motivation.
Secondary rewards, such as money do not satisfy needs directly, but
through experience we learn that they can be used in exchange for
things that do satisfy needs. Secondary rewards are clearly relevant to
work motivation. The degree to which employees must learn about
secondary rewards varies.
The adage “People work for money, but they live for recognition” is an
example of this philosophy.
(Robert H Woods 2002:254)
PRODUCTIVITY
It is a measurement of the relationship between the quantity of output
of a productive system and the quality of inputs entered into the
system in order to yield this output.
Indeed, there is a very good case for arguing, as Riley (1996: 70) does,
that the study of productivity in the hospitality industry is de facto the
study of labor productivity. This is because whilst the hospitality
industry is capital intensive, it is also labor intensive relative to many
other industries, and labor inputs are extremely variable and
unpredictable in nature. If we accept this view of Rley’s we must also
accept its corollary, namely that the origin of demand for labor in
hospitality organizations is sales, or forecast sales, and the
management of productivity in hospitality services is the management
of (a) job design to ensure efficient working practices the best utilizes
technology and human resources; and (b) the relationship between the
forecast demand for labor and the actual supply of human resources.
In respect of (b) Riley asserts, productivity is therefore about efficiently
matching labor demand and supply.
According to most researchers there is a positive relationship between
motivation and productivity. That is to say, when motivation increases,
we should expect productivity to rise as a result. This reflects the belief
that an increased motivation level causes an increase in productivity –
a direct cause and effect relationship.
CHARACTERISTICS OF HIGHLY PRODUCTIVE WORKERS
For high achievers money may seem to be important, but it is valued
more as symbolizing successful goal achievement. Money may serve
as a means of giving feedback on performance. People with high
achievement motivation seem unlikely to remain long with an
organisation that does not pay them well for good performance. For
people with low achievement motivation, money may serve more as a
direct financial incentive for performance.
Although it is difficult to apply objective measures, McClelland had
identified four common characteristics of people with high
achievement needs: the preference for personal responsibility, the
setting of moderate goals, the desire for specific feedback and
innovativeness.
Personal satisfaction is derived from the accomplishment of the task
itself and recognition need not come from other people. They prefer
situations in which they can assume personal responsibility for
solving problems. They like to attain success through their own
efforts, rather than by teamwork or by chance factor outside their
control.
They tend to set moderate achievement goals with an intermediate
level of difficulty, and to take calculated risks. If a task is too
difficult or too risky it would reduce the chances of success and of
gaining need satisfaction. If the course of action is to easy or too
simple, there is little challenge in accomplishing the task and little
satisfaction from successful performance.
They want clear and unambiguous feedback on how well they are
performing. Knowledge of results within a reasonable time is
necessary for self-evaluation. Feedback enables them to determine
success or failure in the accomplishment of their goals, and
satisfaction from their activities.
They are more innovative and tend always to be moving on to
something a little more challenging. There is a constant search for
variety and for information to find new ways of doing things.
(Mullins 1995:257)
OBJECTIVE OF THE STUDY
This study was carried out with the objective of:
(a)To pinpoint the weak OD practices which are acting as obstructions
to further enhance its effectiveness.
(b)To identify and suggest measures to fulfill the needs of the task
force by critically examining its current practices policies and
programmes.
(c) To suggest interventions at appropriate level of human resource so
as to maximize profit and minimize cost.
(d)To study also proposes suggest remedial measures to undo any
undesired activities thus help improve overall performance of the
organization.
RESEARCH METHODOLOGY
In order to accomplish the objectives of the study, it is essential to
articulate the manner in which it is to be conducted, i.e., the research
process is to be carried-out in a certain framework. The Research
Methodology, which follows, is the backbone of the study.
Data Collection Sources
Research work was done from two sources: -
(1)Primary data
(2)Secondary data
Primary data was collected by questionnaire and interview in the
organizations. The questionnaire comprised of closed and attitude
questions. The opinion on existing OD practices and their affectivity
was collected through questionnaire which was circulated to all the
employees at all levels and the result were analysed on the basis of
agree and disagree. The methodology for collection of data included
interviews and discussion with the top management of the
organization.
Secondary data: It was collected by reviewing different literatures,
from published books, management journals, articles published by the
other researchers on OD and on Nirula’s.
Sampling:
The total sample size for this project was 50 employees at Nirula’s.
The information collected through above methods was tabulated,
analysed and interpreted. Finally an overall assessment of the
contribution of top management, supervisory staff was made towards
improving the effectiveness of the organization.
EXPECTED CONTRIBUTION OF THE STUDY
The study will help the Managerial staff to focus on critical factors of
effectiveness, which will help improve organization work culture itself.
Moreover other similar organizations can improve their effectiveness
by adhering to the suggestions as envisaged during the course of this
study. The study was useful to all ranks of the organization and
organization itself at large.
NIRULA'S PRODUCTION FACILITIES
The fact that on an average over 40,000 people visit Nirula's 3 hotels,
31 Family Style Restaurants, 4 Fine-Dine Restaurants, 1 speciality
restaurant, 14 pastry shops and 4 bars every day
is a matter of pride for everyone at Nirula's. It also
proves that their efforts to maintain high quality
standards at their production facilities have been
recognized and commended. They have two-
production units - one at Noida and the other at Okhla.
The logistics are staggering - 6.5 lakh kg of flour, 20 lakh litres of milk,
12 lakh eggs, 85 tonnes of meat, 210 tonnes of chicken, 200 tonnes of
cream, 230 tonnes of sugar, 47 tonnes of milk powder, 55 tonnes of
butter and 2 lakh litres of oil are used in a year at Nirula's. But despite
these huge quantities, quality has never been compromised. Working
round the clock are 20 food and dairy technologists and other
management personnel who ensure that only the best reaches the
consumers.
The Noida production facilities include the Vegetable Food
Commissary, Food processing unit, Cheese processing unit, a
Bakery and a Confectionery.
Vegetable Food Commissary
The Vegetable Food Commissary produces a whole range of semi-
processed and finished Vegetable food products ranging from curries,
soups, vegetable burger patties and South Indian dishes.
Food Processing Unit
This division produces 60-70 products ranging from a variety of
ketchups to jams, fruit toppings and syrups. These are sealed in
airtight pouches and despatched to Nirula's outlets for consumption as
well as to be sold in the retail market.
Cheese Processing Unit
Nirula's is one of the largest manufacturers of cheese in India
processing at least 10 varieties of cheese such as Processed Cheese,
Mozzarella, Cream Cheese, Cottage Cheese, Monterey Jack, Feta,
Cheese Spreads, etc. The Nirula's Cheese processing unit has a
capacity to process eight thousand litres of milk per shift. In winters,
the unit produces 17-18 tonnes of cheese and in summer the
production is about 8-10 tonnes per month. Special stretching and
moulding machines have been imported from Italy for this purpose.
Bakery
Spread across 10,000 sq ft, the bakery unit at Nirula's produces 35-40
items every day. The unit produces three varieties of Pizza bases, 15
types of breads, waffle cones and bread
cones. The Bakery division uses high-speed
mixture machines, which prepares the
dough in just three minutes. Nirula's also
makes 50 types of pastries with 16-17
different flavours apart from a huge variety of cakes, 15 types of
cookies, chocolates, mint sticks and stick jaws.
Okhla facilities contain the Central Commissary, Non Veg Food
Commissary, Ice-Cream manufacturing unit, Confectionery and Central
distribution Unit
Non-Veg Food Commissary
The Non-Veg Food Commissary produces a whole range of semi-
processed and finished Non Veg food products ranging from curries,
soups and patties/Toppings for Burger/Pizza.
Non-veg specialities such as Tandoori Chicken, Seekh Kebab,
Frankfurter, Hamburger Patty, Chops, etc are processed at the
Butchery in Okhla. Quality control measures are strictly adhered to at
every point -- from processing to storing at sub-zero temperatures and
later, transportation in special refrigerated vans.
Ice Cream Manufacturing Unit
Nirula's is one of the pioneers in the ice cream industry in India,
manufacturing five thousand litres of ice cream on a daily basis. This
ice cream is stored in cold storage rooms with temperatures as low as -
25 degrees before being despatched to various outlets. At any given
point of time, a minimum of 21 different flavours of ice creams are
available at various Nirula's outlets.
Through the certification HACCP (Hazard Analysis of Critical Control
Point) and ISO 9002, their efforts to maintain high quality Standards at
our Ice Creams Production facilities have been recognised and
commended.
Confectionery
Nirula's has a well-organised confectionery at Okhla manned by
experienced chefs who whip up a variety of cakes, pastries, cookies,
savouries, caramels and chocolates.
Quality Assurance Department
The Quality Assurance Department (QAD) has 18 qualified and
experienced Food Technologists/Chemists and Microbiologists for
monitoring the quality systems at Nirula's. The QAD reports to the
Managing Director for his personal review. The department has a well-
established laboratory with modern testing facilities at each Production
Centre (Okhla and Noida). Various tests of raw materials, under-
process material and finished products on the lines of ISO 9000 and
HACCP are carried out to ensure that all the products fulfil the desired
standards.
Raw Material Specifications:
Nirula's QAD has formulated stringent quality
standards for all raw materials conforming to the
regulatory requirements. The products are
checked at every stage:
¤ Analysis of Raw Material
¤ Analysis of Under-Process Material
¤ Analysis of Finished Product
Monitoring During Production
A. Recipes and Manufacturing Procedures
The Quality Assurance Staff monitors production and ensures
adherence to the approved recipes and procedures. This is done
through regular Recipe Audits at all the Production levels.
B. Hygiene and Sanitation
Periodic Audits are conducted at all production centres, the report of
which is sent to the production heads for compliance. The hygiene of
individual workers is examined on a daily basis, apart from their
regular medical check-up.
QAD conducts fortnightly audits at the service outlets covering
following parameters:
¤ Restaurant Sanitation Audit
¤ Storage Temperature
¤ Food Safety Audits
¤ Regulatory Requirements
R & D
The department is actively involved in product improvement and
product development activities.
Environment:
At Nirula's, special attention is paid to ensure that no harm is done to
the environment. Before being discharged into a public sewer,
effluents are sent through special effluent treatment plants. Solid
waste/garbage is sent to the farms for conversion into compost. The
Effluent Treatment Plant is monitored by the Nirula's Quality Assurance
Department.
WHAT’S NEW AT NIRULA’S
NIRULA'S GOES ON AIR; ANNOUNCES ITS LATEST DELIVERY
PROMOTION
" MANGAO KHANA 250 KA AUR COKE MOBILE PIYO FREE KA."
Nirula's has announced an exciting offer on its Delivery orders. This
cool offer, very aptly named as
" Mangao Khana Rs 250 ka aur Coke
Piyo Free ka" will start from Feb.1st04
in all Nirula's Family Style Restaurants.
Delivery sales are a very significant
chunk of our overall Restaurant sales
and have been escalating quite
consistently in last couple of years,
informed Mr. Sandeep Madan, GM
Marketing- Nirula's. In fact, Home Delivery Service is now
indispensable in the restaurants and food Service business.
This can be attributed to the changing life styles, eating habits and
extremely hectic work schedules.
The offer has been very meticulously timed just around the School
examination period when one actually witnesses a drop in restaurant
footfalls across the industry.
Its a feel good factor and convenience for the Parents as they do not
have to bring children out to the restaurant and can offer their kids a
scrumptious treat while they are studying at home.
Mr. Madan also informed that though in the past we have been using
Print Media and Outdoors to communicate our other offers, this time
we have decided to go the Radio route. Private Radio channels are the
Buzzword in today's extremely competitive business environment and
with a phenomenal increase in Radio listenership we are confident that
we'll be able to reach out to a large chunk of our current and potential
customers.
Shedding some more light on the promotional activities and offers run
at Nirula's he explained that these short-term offers not only create
excitement around the Brand but also delight the customer's heart. He
feels rewarded for his loyalty towards the Brand and the organization
also gains by attracting new, incremental customers.
This limited period offer shall be run in all the Nirula's Family Style
Restaurants in the NCR, Panipat and Dehradun.
FUSION FOOD BECOMES THE LATEST BUZZWORD; NIRULA'S
INTRODUCES FOUR NEW INTERNATIONAL HOT DOGS
With the world shrinking and appetite for fusion food
growing, Nirula's the homegrown chain of quick service
restaurants is creating a rage with its new range of hot
dogs in the NCR.
New flavours and sauces have been explored to create these four hot
dog variants namely, German Hot Dog, All American Hot Dog,
Schezwan Hot Dog and Makhni Hot Dog. These scrumptious hot dogs
are being introduced in all Nirula's Family Style Restaurants to suit the
diverse tastes of the Indian consumer.
Served open faced with Chilli Con Carne, cole slaw topped with a
cheese slice and Mustard, the German Hot Dog is a compliment to
Germany which is traditionally credited for originating the frankfurter
aka Hot Dog.
The All American Hot Dog on the other hand is blended
with grilled onions and our special sauces to recreate the
magic of good taste and flavour that makes it America's most popular
snack for baseball lovers.
Inspired by Oriental cuisine, the Schezwan Hot Dog is a tangy treat
for spice lovers. Topped with Chilli Con Carne, grilled onions and
garnished with hot and spicy Schezwan sauce, the Schezwan Hot Dog
is just the right blend to cater to the capital's ever-growing taste for
Chinese cuisine.
Another, innovative and interesting hot dog that has been
developed by Nirula's is the Makhni Hot Dog wherein
India's all time favourite curry has been fused with Chilli Con
Carne and grilled onions. This combination has been
Indianised to appeal to the Indian palate.
While informing about their new range of hot dogs, Mr. Vivek Kumar-
Nirula's General Manager Operations said that even though hot dog is
a favourite snack among the sports lovers abroad, its market is yet to
gain momentum in the Indian fast food segment as compared to other
available fast food options. However, with the change in lifestyle and
consumer preferences we see hot dog becoming an ideal meal for
today's non-cumbersome, quick bite lifestyle.
Mr. Kumar also added that though traditionally Pork sausages are used
in Hot Dogs we've consciously used lamb meat, instead keeping in
mind the tastes and preferences of Indian consumer.
CROSS-PROMOTION BECOMES THE
LATEST BUZZWORD IN RETAIL.
NIRULA'S TIES UP WITH ARCHIES
In the wake of the ongoing retail industry
boom, innovative marketers like Nirula's
are tieing up with other lifestyle brands in
order to drive traffic to their stores. Many
innovative and dynamic activities are
being experimented in order to reach out
to more and more new customers
.
In its latest ongoing cross-promotional activity, Nirula's has struck a
deal with Archies wherein both sides will exchange Discount coupons.
Nirula's coupons would entitle the bearer to food worth Rs.50/- free of
cost on a single purchase of Rs. 250/- and Archies coupons on the
other hand will entitle the bearer to free greeting cards worth Rs.25/-
on a purchase of cards worth Rs.100/-.
These discount coupons will be dispensed from all Archies stores &
Nirula's Family Style Restaurants in the National Capital Region.
While talking about the promotion, Mr. Sandeep Madan, Nirula's
General Manager Marketing informed that these kinds of promotions
are the most optimal tactics of leveraging
each other's footfalls. Besides exchange of
footfalls, these lend a lot of freshness and
excitement to the outlets.
To continue adding to its customer base,
Nirula's is planning similar exciting promotions with other lifestyle
brands whose target audience would be compatible with their own.
Talks are on with brands like Globus, Ebony, Crayola, etc, said Madan.
The company has always been active with consumer promotions and
many innovative cross promotions have been conducted in the past.
Contest based promotion with Radio Mirchi, a joint holiday package
promotion with Treks & Rapids etc. have been some of our very
succesful promotions which enhanced the footfalls by at least 10 to
15%, informed Madan.
Nirula's opens its First Family Style Restaurant in Dehradun.
Grows to 65 outlets in the country
In line with its ongoing expansion plans, Nirula's, the largest restaurant
chain in the National Capital Region, launched yet another family style
restaurant in Uttar Pradesh; this time in Dehradun. With an increasing
demand for its vast Menu Mix in the towns beyond the National Capital
Region, it only made sense for the Corporate to target the booming
market.
The restaurant was opened on Dec 16th 03 & has already received an
overwhelming response from the people of Dehradun. Be it inside the
outlet or outside, consumers are seen all over, enjoying Nirula's Ice
creams, Pizzas, Burgers & scrumptious Indian cuisine.
Special attention has been devoted to the interiors of the restaurant to
give it a contemporary and an appealing look. The menu features the
Hot Shoppe range of pizzas, burgers, and other hot numbers along with
Indian curries and tandoori items. Not to forget the all time favourite
21-ice cream flavours, and the complete range of soda fountain
products.
The restaurant will offer its services between 11:00 am to 11:00 pm on
all weekdays. The outlet will also provide free delivery service between
12:00 noon to 11:00 pm on all weekdays to the nearby areas within the
radius of 3-4 kms from the outlets.
The launch of the new Family Style Restaurant is part of the expansion
strategy of Nirula's. In the last 2 years, Nirula's has vigorously
expanded in Delhi, N.C.R. The Company has opened 20 new outlets in
the region, in a span of less than 2 years. The company is now looking
at a very aggressive expansion in other major cities & towns with their
New Zonal Franchisee Model.
The company will leverage the already established brand image to add
to its line of FSRs. The next couple of months will see Nirula's going
national with the launch of its restaurants in towns such as Ludhiana,
Chandigarh, Jalandhar, Jaipur, Meerut, Lucknow, Kanpur, Indore, Bhopal
followed by major towns in the Western & Southern parts of the
country.
If you are 14 and above, you could enroll into our exciting Birthday
Club. Get an Ice Cream Scoop of your choice absolutely free at Nirula's
21's .
Nirula's 21s is their state of the art Life Style Café
for the young & trendy. The café offers a
tempting range of pizzas, grilled sandwiches,
rolls, muffins, coffees etc..
For those who want to chill out, we have an irresistible range of ice
creams, speciality sundaes, ice cream sodas, ice cream shakes etc.
YES! Your Kitty Party at Nirula's means loads of fun
and a memorable experience.
Be it a Business Lunch or a reason to celebrate, Nirula's provide just
the right venue - an exclusive multi-activity room is
attached to its restaurant at Ansal's Sushant
Plaza.
Nirula's Gift Voucher for All Occasions
Gift your family and friends a Nirula's gift voucher.
These vouchers are available at denominations of Rs 50, Rs 100, Rs
200 and Rs 500 at any of our restaurants, Pastry Shops, Ice Cream
Parlours and bars.
RECRUITMENT AT NIRULA’S
Their prime manpower requirement is to meet the managerial needs of
their Family Style Restaurants, of which they have about 30 located all
across the National Capital Region and one at Panipat. They also have
a growing requirement of Management Trainees and Crew Members for
“Nirula’s 21’s”, their new chain of Ice cream Cafés.
There are various Training Programmes to orient the new entrants to the culture and work
practices of the organisation. These are on-the-job training programmes, tailor-made to
meet the business objectives of the organisation and are directed towards providing total
customer satisfaction. On an average there are about 50-60 trainees who undergo training
every year for these programmes.
Programm
e
Trainin
g
Durati
on
Eligibility
Criteria
Confirmati
on as
Exposure
to
Restaurant
Manageme
6
months
Hotel
Manageme
Assistant
Shift
FSR Kitchen
Sections
nt Training
nt /
Other
Graduate
Manager
Cashiering
Home
Delivery
Front
Counter
Service
Floor
Supervision
Trainee
Assistant
Shift
Manager
6
months
Hotel
Manageme
nt /
Other
Graduate
with 2-3
years
experience
in the
Hospitality
Industry
Assistant
Shift
Manager
FSR Kitchen
Sections
Cashiering
Home
Delivery
Basic
Managerial
Inputs
Floor
Supervision
Trainee
Asst.
Restaurant
Manager
6
months
Hotel
Manageme
nt /
Other
Graduate
with 4-5
years
Experienc
e in the
Hospitality
Industry
Assistant
Restaurant
Manager
FSR Kitchen
Sections
Cashiering
Home
Delivery
Front
Counter
Service
Floor
Supervision
Advanced
Managerial
Inputs
Kitchen
Manageme
nt Training
1 year Hotel
Manageme
nt
Graduate
Chef de
Partie
Bulk
Kitchens
Cheese
Production
Unit
Bakery &
Confectioner
y
Food
Processing
Unit
Chinese
Room
Kitchen
Potpourri
Kitchen
Ice Cream
Manufacturi
ng
Bakery &
Confection
ery
Manageme
nt Training
1 year
Hotel
Manageme
nt
Graduate
Chef de
Partie
Bakery
Confectioner
y
They also have an on-going requirement of crewmembers for various
units. With over 50,000 guests visiting them daily, their employees are
trained to handle the nature and volume of this business.
CAREER WITH NIRULA'S
Nirula's has grown steadily over the past seven decades. For those
who have seriously considered the Hospitality Industry as a career,
Nirula's offers a wide scope of employment opportunities. Their
ongoing expansions involve a continuous search for Human
Resources.
The major thrust of their requirement is towards Operations, which
comprise:-
» Food and Beverage (F & B) Service
» Front Office
» House Keeping
» Production (Bulk Kitchen)
These requirements are met through their continuous search for
talented Human Resources, through a detailed selection process by a
panel of experienced interviewing officers. After selection, the
successful aspirants undergo comprehensive training at our Training
Department in Noida which is fully equipped with all modern training
aids, and a team of highly qualified and experienced trainers.
There are various Training Programs to orient the new entrants to the culture and work
ethics of their organization. This on-the-job training program is tailor-made to meet their
business objectives and is directed towards providing total guest satisfaction. On an
average there are about 50-60 trainees who undergo training every year.
Program
me
Traini
ng
Durat
ion
Eligibility
Criteria
Confirma
tion as
Exposure
to
Restaura
nt
Managem
ent
Training
6
month
s
Diploma/Degree
in Hotel
Management/Gra
duates from any
discipline
Assistant
Shift
Manager
FSR
Kitchen
Sections
Cash
Section
Home
Delivery
Front
Counter
Service
Floor
Supervisio
n
Trainee
Assistant
Shift
Manager
6
month
s
Diploma/Degree
in Hotel
Management/Gra
duates from any
discipline with 2-
3 years
experience in the
Hospitality
Industry
Assistant
Shift
Manager
FSR
Kitchen
Sections
Cash
Section
Home
Delivery
Basic
Manageria
l inputs
Floor
Supervisio
n
Trainee
Asst.
Restaura
6
month
s
Diploma/Degree
in Hotel
Management/Gra
Assistant
Restauran
t Manager
FSR
Kitchen
Sections
nt
Manager
duates from any
discipline with 4-
5 years
experience in the
Hospitality
Industry
Cash
Section
Home
Delivery
Front
Counter
Service
Floor
Supervisio
n
Advanced
Manageria
l Inputs
Kitchen
Managem
ent
Training
1 year Diploma/Degree
in Hotel
Management
/Graduates from
any discipline
Chef de
Partie
Bulk
Kitchens
Cheese
Production
Unit
Bakery &
Confection
ery
Food
Processing
Unit
Chinese
Restauran
t Kitchen
Potpourri
Rest.
Kitchen
Ice Cream
Manufactu
ring
Bakery &
Confectio
nery
Managem
ent
1 year Diploma/Degree
in Hotel
Management
/Graduates from
any discipline
Chef de
Partie
Bakery &
Confection
ery
Training
Besides operations they also recruit personnel at different levels for
their support services, e.g.
» Personnel & Administration
» Maintenance (Civil/Mechanical Engineering)
» Accounts/ Finance
» Purchase
» Marketing
» Sales
» Security
Also, they have recurring requirements of Crew Members for their
operations along with other support services executives. They meet
these requirements through walk-in interviews conducted on every
working Wednesday at L-Block and all the outlets of Nirula's between
3 P. M. to 5 P. M.
They look for youth motivated towards the Hospitality Industry,
young/outgoing Male/Female aspirants to join their Company. They
need personnel who are keen to enhance their professional skills,
strengthen their technical knowledge and develop their personalities.
What they look for are:-
» P- Personality
» A- Aptitude
» D- Drive
» E- Fluency in spoken English
FRANCHISING WITH NIRULA’S
As part of their growth plan they are seeking Zonal Franchisees who
would share their long term vision in the following territories:
Zone 1: Punjab, Haryana, Chandigarh and Himachal Pradesh
Zone 2: Uttar Pradesh and Uttaranchal.
Zone 3: Rajasthan and Madhya Pradesh
Zone 4: Maharashtra and Gujarat
Their Zonal Franchisees must have:
» A turnover of at least Rs. 50 crores per annum.
» An established base in an "A" class city.
» Willingness to set up a separate company for this business venture.
» Ability to provide / acquire commercial space suitable for restaurants
at 5 or more strategic locations.
» Willingness to invest Rs. 20 crores to set up restaurant outlets.
LOCATIONS IN INDIA
Corporate Office:
Corner House Private Limited
93, Sector 32, Gurgaon-122001
Ph: 95124-5030430 Fax: 95124-2580795
E Mail : [email protected]
Delhi Central
L-Block, Connaught Circus, New Delhi
N-Block, Connaught Circus, New Delhi
Gole Market, New Delhi
East Delhi
A-Block Shopping Complex, Preet Vihar, Delhi
R.G. Complex, Block B, Local Shopping Centre, Mayur Vihar Phase-II,
Delhi-110091
18 & 19, CSC, DDA Market, Pushpanjali
West Delhi
Ajmal Khan Road, Karol Bagh, New Delhi
6/84, WEA, Padam Singh Road, Karol Bagh
Block A-5B, DDA Market, Paschim Vihar, New Delhi
12 Rajindra Bhawan, Rajindra Place, New Delhi
G-21, Community Centre, Vikaspuri, New Delhi
H-40, Balinagar , New Delhi
D-5, Local Shopping Centre, Prashant Vihar, New Delhi-85
2, DDA market, Pocket B, Phase III, Ashok Vihar, New Delhi-110052.
North Delhi
UB-10, Bunglow Road, Delhi
Community Centre Road no. 44 Pitampura,New Delhi
South Delhi
Bawa Potteries, Aruna Asaf Ali Road, New Delhi
Chanakya Cinema, Chanakyapuri, New Delhi
Under Defence Colony Flyover, New Delhi
19, Community Centre, East of Kailash, New Delhi
New Friends Colony, New Delhi
Grandlay Commercial complex, New Friends Colony, New Delhi-
110065.
C-41, Okhla, New Delhi
Sector-B Pocket-10, Vasant Kunj, New Delhi
23 - Basant Lok, Vasant Vihar, New Delhi
5 - Shalimar House, Saket, New Delhi
22, Mother House DDA Community Centre Yusuf Sarai, New Delhi
Uttar Pradesh
C-135, Sector-II, NOIDA (UP)
6-G , Astley Hall, Rajpur Road, Dehradun - 248001 (UP)
Haryana
SCO 19, Sector 14, Gurgaon
SCO 36, Sector 31, Gurgaon
SCF-52, Sector 15 Market
Destination Point, Badarpur Border, Faridabad
Ansal Sushant Plaza, A Block, Sushant Lok
G.T. Road, Panipat - 132103
FINDINGS & ANALYSIS FOR EMPLOYEES
SAMPLE SIZE
Total Number of Employees contacted: 50
Total number of outlets covered: Three Outlets in Delhi
Your Age [please mark whichever applicable]
Age Group Total
20-30 40
31-40 14
41-50 6
51-58 0
Findings: In the survey of three outlets different age groups of
respondents were contacted. The percentage of different age group of
respondents is presented in the above pie chart. In the survey 67%
respondents were in the younger age group that is 20-30. 23%
respondents were from next age group that is 31-40. 10% respondents
in the age group 41-50.
How many years have you been associated with the organization?
1-4 Years 5-10 Years 10 years and above
28 14 8
Findings: In all the outlets the respondents who were asked to fill the
questionnaires had the following experience as shown in the bar graph.
The majority of respondents had experience in the range of 1-4 years
while others had experience in the range of 5-10 years.
Are you satisfied with your present job profile?
Yes No
42 18
Findings: The satisfaction level in all the three outlets varied. But 84%
of the employees were satisfied and 16% were not satisfied.
List two welfare activities carried out by your Hotel
The respondents at the outlets said that there were many welfare
activities that were carried out by the Nirula’s. The employers in all the
three outlets were provided with Health and Accident insurance, which
typically pays for hospital and doctor, expenses.
The employees in all the outlets were also provided with
facilities such as transport and subsidized food.
List two schemes at Nirula’s are aimed at motivating employees.
The respondents in all the three outlets said that Nirula’s
adapted to various schemes to motivate them. The two
schemes that the respondents from all the three outlets
discussed were that of fringe benefits that were given to them
from time to time to motivate them. Also all the respondents
told that Nirula’s conducted training sessions from time to
time to keep them motivated and these training programmes
were conducted for all level of employees.
Does your company appreciate your work?
Yes No
34 16
Findings: The 68% employees at Nirula’s said that they were
appreciated for their work while 32% respondents that they were not
appreciated for their work. The response is slightly averse, as the
employees seemed to be dissatisfied with the employers and felt that
they were not appreciated for their good work.
Does the company provide you incentives?
Yes No
44 6
Findings: 88% of the respondents at Nirula’s said that they were
provided with incentives while others said that they were not provided
with incentives. Incentives create a positive work environment
amongst employees leading to positive attitude and thus increased
productivity.
Please rank the OD factors as to how they motivate you to perform well (on a scale of 1
to 5) for the following: 5 means Highly Motivating 1 means least Motivating.
Job Securit
y
Salary & wages
Empowerment
Environment/Work Culture
Career Prospect
s
Any Other
39 45 13 18 35
Findings: The above bar graph is self-explanatory. It depicts the varied
diversity of both the human nature and their likes and dislikes. Salary
& wages is the most important motivating factors for the respondents
of all the three hotels. The respondents stated that job security is the
next important motivating factor. The factor that was rated third is
career prospects. Empowerment and Environment/ work culture have
been rated as the least motivating factors. This clearly indicates that
monetary benefits are the top motivators for the employees and if the
employees are motivated than they are productive.
Would you like your organization to introduce some new OD procedures so as to make
staff more motivated towards job?
Yes No
42 8
Findings: 84% of the respondents at Nirula’s agreed to the need
for new procedures to motivate people. While 16% of the
respondents at Nirula’s said that they were satisfied with the
existing procedures and did not need new procedures for
motivation.
Do you think that OD techniques leads to productivity?
Yes No
49 1
Findings: 99% of the respondents at Nirula’s said that motivation
improved their productivity. Hence it can be concluded from the survey
that whatever may be the OD techniques that a hotel implements it
leads to employee motivation and thus improved productivity.
FINDINGS FOR MANAGERS
SAMPLE SIZE
Total Number of Managers contacted: 3
Total number of hotels covered: Three Outlets in Delhi
How many years have you been associated with the organization?
1-4 Years 5-10 Years 10 years and above
- 1 2
Findings: In all the three outlets the Managers who were asked to fill
the questionnaires had the following experience as shown in the bar
graph.
Are you satisfied with your present job profile?
Yes No
3 -
Findings: The Managers at all the three outlets said that they were
satisfied with their present job profile. The primary reason for this is
being high remuneration and attractive pay incentives. Also
empowerment and the feeling of “running the show” is a factor that
keeps them satisfied with their
job profile.
Do you believe that if you are able to manage people better, your performance at work
will improve?
Yes No
2 -
Findings: The Managers at all the three outlets said that if they were
able to manage people than their performance at their work place
improves. Because if the employees are well managed, that ensures
smooth working hence making the job easier for the Manager. If the
operations are smooth than only will Manager be able to plan and
implement new things to improve on efficiency. And with improved
efficiencies the overall productivity of the organizations will improve.
Your performance fluctuates under different bosses. If a boss manages you and your
colleagues well, you are much more motivated workers and the quality and quantity of
your work improves.
Yes No
2 1
Findings: The response to this question was very varied. Two of the
Managers accepted the fact their performance fluctuates under
different bosses. Their performance was better under bosses who
looked after them well. Hence the quality and quantity of their work
under these bosses who looked after them.
While one Manager disagreed to this fact and said that their
performance remained same under all their bosses and the primary
reason for this was the salary and incentives that they get for better
performance.
Motivation comes from within an individual. No amount of HR practices can influence
motivation levels of employees.
Yes No
3 -
Please rank the motivation factors as to how they motivate you to perform well (on a
scale of 1 to 5) for the following: 5 Highly Motivating 1 least Motivating
Job Securit
y
Salary & wages
Empowerment
Environment/Work Culture
Career Prospect
s
Any Other
7 9 8 3 3 -
Findings: The Managers rated the Salary and wages as the prime
motivator followed by Job Security and Empowerment. The Managers
said that Salaries and incentives satisfied their needs while job security
gave them a sense of social security. While they said that the
Empowerment gave them a feeling of self esteem.
Would you like your organization to introduce some new procedures so as to make your
more motivated towards job?
Yes No
3 -
Findings: All the Managers said that the organizations must introduce
new procedures to motivate them and other staff members. Because
their job involved lots of stress and motivation process reduces stress
and thus they are able to perform well. Their output in terms of
productivity is high.
Do you think that motivation leads to productivity?
Yes No
3 -
Findings: All the mangers agreed to the fact that Motivation leads to
Productivity. They all agreed that motivated staff is more productive.
ANALYSIS
An in-depth research has enabled the researcher to discuss the
findings of the survey.
The OD practices in the hospitality sector are a challenging one. It
provides opportunity for growth and advancement with a working
environment that can be considered the best in the industry. But with
the rewards and benefits come long working hours, demanding seniors
and stress.
Managers do not actually motivate their employees because
motivation is internal to each individual. OD practices like Motivation
cannot be viewed directly; as with the wind, only the results are
observable. Management’s job is to provide an organizational culture
that encourages positive employee behaviors. Hence management in
today’s environment however, can not rely on the manipulation of pay,
benefits, or working conditions to stimulate workers to perform
effectively. Motivation is a much more complicated process.
Employers/managers need to understand those forces, which influence
workers’ behaviors. A manager’s major motivational task is to develop
and maintain environment, in which workers will want to be
productive, contributing members of the organization.
This fact is asserted in the survey where there are a lot of diversities in
the views of respondents from three outlets of Nirula’s. In the response
to the satisfaction level; of employees it is found that all employees are
not satisfied with their present job profile. The dissatisfaction level
among the other employees is not a healthy sign. It is essential that
managers have a basic understanding of work motivation because
highly motivated employees are more likely to produce a superior-
quality product or service than employees who lack motivation.
One more fact that came out after the survey that many employees
were not satisfied with the appreciation and incentives system of the
hotels. There were respondents though who were satisfied but a quite
a considerable number of people were not satisfied. One must
understand that motivators must be targeted towards the different
needs of individuals rather than giving them for the sake of doing it.
Thus different factors for motivation as stated by the respondents
should be a focal points for hotels so that they are able to motivate
their employees.
Today’s human resource management professionals must recognize
that in order to achieve a corporate culture that fosters improved
productivity, employee’s whether on a managerial position or on
operational level personal needs must be reasonably well satisfied.
It must be understood that motivation leads to improved productivity.
So to achieve organizational goals the management must try to get the
maximum quality output from their employees. To give the quality and
quantity output the employees must be ready to give in their best to
whatever they do and this is possible when their basic needs are
satisfied. A satisfied worker is the one who can give his best
performance because than he is able to concentrate on his job and is
not bothered about his basic needs.
Once these need level is achieved an individual starts looking for the
next level of needs. These needs if fostered by the employers will
inculcate a sense of loyalty and prompt him to give his best to all his
assignments. Thus leading to a high order of performance and thus the
highest order of productivity.
SWOT ANALYSIS OF NIRULA’S
After the survey and going through the secondary data the
SWOT analysis was done.
Strengths
Diversified group having a chain of Elegant Business
Hotels, Water Service Restaurants, Family style
Restaurants, ice Cream Parlors, Pastry Shops and Food
Processing Plants in India.
Caters to over 45,000 guests every day.
Most popular chain of restaurants with among the highest sales
per square foot.
Quality food at a reasonable economical price.
The hotels are strategically located in the hearts of Delhi and
Noida.
Serves a wide range of foods across its outlets.
Few of the Eco Friendly Organizations who have put in efforts to
save environment.
State of art two-production units - one at Noida and the other at
Okhla.
Strong Quality Assurance and R&D Department: 18 qualified and
experienced Food Technologists/Chemists and Microbiologists for
monitoring the quality systems at Nirula's. The department is
actively involved in product improvement and product
development activities.
Innovative Marketing styles: Offers for Students, Corporate,
Catering, etc.
HR Activities: Human Resources, through a detailed selection
process by a panel of experienced interviewing officers. After
selection, the successful aspirants undergo comprehensive
training at our Training Department in Noida which is fully
equipped with all modern training aids, and a team of highly
qualified and experienced trainers. There are various Training
Programmes to orient the new entrants to the culture and work
practices of the organisation. These are on-the-job training
programmes, tailor-made to meet the business objectives of the
organisation and are directed towards providing total customer
satisfaction.
Weakness
Even though Nirula’s selects its Franchisee’s on the basis
of stringent parameters but it still depends on the
Franchisee for performance of the outlet.
Opportunities
Opening of more Hotels and restaurants in and around Delhi and
in major metro cities in Northern India.
Opening of its outlets in Singapore and in South East Asia.
Threats
To compete with the growing number of International Fast
Food Chains on the factors like Quality, Service, Cleanliness
and value for money.
Changing Social Culture and Eating Habits: As one says the
McDonization is going across the globe, Nirula’s has to work
hard to keep up the variety, quality, price and value of its
products.
CONCLUSION
To be successful in the modern hospitality business, a market-oriented
business philosophy is required. It is considered essential for
hospitality companies to co-ordinate their OD process. Most companies
now spend around 10-15 per cent of total revenue on OD Practices
either through In-House Efforts or External resources.
To satisfy customer needs and enjoy a good ‘bottom line’ profit,
hospitality companies need food and beverage managers, rooms
division managers, personnel manages, financial controllers and
general managers who are market-oriented and who appreciate the
importance of marketing. Similarly, good marketing manager in a
hospitality business must understood the other important aspects of
the company in order to achieve the desired long-term profits, as
shown in figure.
Research Mix Planning
Customer Needs
Marketing
Figure 3.2. Marketing Orientation in the hospitality business
In many ways, OD efforts in hospitality industry seems different from
the OD efforts in other industries owing to the following twelve unique
characteristics of the hospitality industry.
Customers’ presence during production and service. A hotel or a
restaurant can be compared to a factory (for example the kitchen is
similar to a production line) with show rooms (e.g. public lounges),
sales outlets (eg. Restaurants), an after-sales service unit (e.g.
maintenance services) and a customer complaint counter (e.g.
guest relations desk) all rolled into one!More personnel contact
between the service providers and customers.
Operation
Management Personnel
Finance
Long-term profits
Many hotel guests stay longer than just a day or two. Where a
guest’s meal experience is for some reason unsatisfactory, there is
normally plenty of opportunity to demonstrate high food and
beverage standards and extra attention to ensure guest satisfaction
on subsequent occasions before the guest’s departure. Such
opportunities do not exist where physical/tangible products are
sold.
A variety of products and services are combined and offered to the
customers as a total and complex package. For example, a hotel
customer who enjoys his/her meals, drinks, music, room service,
restaurant service and mini-bar facilities may still be unhappy
because of noise in his/her room. All elements of the total package
have to be satisfactory.
Many elements of the total package are both in intangible and
unquantifiable. As an example, the smile of a waiter the politeness
of a restaurant hostess, the clarity of speech of a room service
order taker, the showmanship of a cocktail barman and the playing
of a lobby pianist are important but intangible and unquantifiable
elements of a hotel product.
Most hospitality products cannot be examined in advance of
consumption. The equivalent of a fit-on a dress or a test-drive of a
car prior to purchase is not possible.
In the hospitality industry, payment for products and services will
generally be made after consumption.
As explained earlier, there is no actual distribution of products,
although channels are used to attract customers.
Sales can be optimized through planned ‘in-house’ (internal)
promotions and merchandising, as customers are to some extent a
captive audience.
Heterogeneous services make quality control and standardization
difficult. As an example the smile of a waitress cannot be identical
every day. Her personal life will have an impact on her smile,
irrespective of the training and directions that she has received.
Similarly a cream of chicken soup served from the same kitchen m
ay taste different from one day to another depending on the chef on
duty or the mood of the same cook. With the use of standard
recipes, communication and training one may achieve near
perfection, but assuring the same standard day after day will be
difficult.
High fixed costs, coupled with low variable costs, means generally
high profit margins and lot of scope for flexible pricing.
High degree of perishability. For example if a restaurant is ready to
serve 100 customers for dinner and only 40 arrive, the restaurant
will lose the man-hours, heating, flowers, lighting, etc., adequate
to serve 60 customers. This obviously cannot be stored and reused
and will affect profitability.
But after the Secondary data on the Nirula’s, I can say that
Nirula’s has kept up to the expectations of its customers on the
QSQV parameters. And as far as on the basis of SWOT Analysis
one can say that Nirula’s is an effective organization. On the
basis of analysis of the questionnaire survey of employees one
can say that Nirula’s has utilized OD practices as a HRD tool to
motivate its employees at all levels.
LIMITATIONS
The SWOT analysis and suggestions and interpretations of the data
may not be true reflection to actual prevailing situations in the
company and the attitude of the staff. The limitations to the research
design and time frame may be another factor limiting the study
because key personnel of the organization may not find time to
respond or may not like to disclose their vision regarding future plans
of the organization.
BIBLIOGRAPHY
Boella M.J. (1996) Human Resource Management in the Hospitality
Industry Sixth Edition Great : Stanley Thomas Publishers Ltd.
Kavanaugh Raphael R et al (1995) Hospitality Supervision Second
Edition United States of America Educational Institute of American
Hotel & Motel Association
Mullins Laurie J (1997) Hospitality Management England: Longman
Oods Robert H (1994) Managing Hospitality Human Resource United
States of America: Library of Contress Cataloging in Publication
Data
Wood Roy C et al (1997) Human Resource Management for
Hospitality Services United Kingdom: Alden Press.
Cowling, A; Mailer, C. (1998) Managing Human Resource London:
Arnold
Legge, K. (1995) Human Resource Management UK: Macmillan
John Roberts 1995, Human Resource Practice in Hospitality Industry;
Hodderand Stoughton.
Websites
www.nirulas.com
www.hospitalitynet.com
hotel.com
hotltech.com
fhrai.com
Appendices
QUESTIONNAIRE FOR EMPLOYEES
NAME:
ORGANISATION:
DESIGNATION:
DEPARTMENT:
1. Your Age [please mark whichever applicable]20-30 31-40 41-50 51-58
2. How many years have you been associated with the organization? 1-4 years 5-10 years 10 years & more
3. Are you satisfied with your present job profile?
Yes No.
If no than please specify:
4. List two welfare activities carried out by your Hotel(a)_________________________________________________________(b)_________________________________________________________
5. List two schemes at your hotel aimed at motivating employees.
(a)_________________________________________________________(b)_______________________________________________________
6. Does your company appreciate your work?
Yes No.
7. Does the company provide you incentives?Yes No.
8. Please rank the motivation factors as to how they motivate you to perform well (on a scale of 1 to 5) for the following: 5 means Highly Motivating 1 means least Motivating.
Job Security Salary & wages Empowerment Environment/Work Culture Career Prospects Any other________________
9. Would you like your organization to introduce some new procedures so as to make staff more motivated towards job?
Yes No.
If no than please specify: _______________________________________
10. Do you think that motivation leads to productivity?
Yes No.
QUESTIONNAIRE FOR MANAGERS
NAME:COMPANY:
DESIGNATION:
DEPARTMENT:
1. How many years have you been associated with the organization?
1-4 years 5-10 years 10 years & more
2. Are you satisfied with your present job profile?
Yes No.
If no than please specify:
3. Do you believe that if you are able to manage people better, your performance at work will improve?
Yes No
4. Your performance fluctuates under different bosses. If a boss manages you and your colleagues well, you are much more motivated workers and the quality and quantity of your work improves.
Yes No
5. Motivation comes from within an individual. No amount of HR practices can influence motivation levels of employees.
Yes No
6. Please rank the motivation factors as to how they motivate you to perform well (on a scale of 1 to 5) for the following: 5 Highly Motivating 1 least Motivating
Job Security Salary & wages Empowerment Job Appreciation Environment/Work Culture Career Prospects Any other________________
7. Would you like your organization to introduce some new procedures so as to make staff more motivated towards job?
Yes No.
If no than please specify: _______________________________________
8. Do you think that motivation leads to productivity?
Yes No.
Please comment__________________________________
ANNEXURE
BUSINESS WORLD MARKETING
August 23rd - September 5th, 1995 (By - Mahasweta Ghosh
Roy)
Nirula's : Adding to its Gourmet Fare
The chain has also launched a few subtle promotion campaigns. In
1992, it introduced a 'Scholar Award' scheme: any child who gets an
overall 'A' grade or 90% marks in the year-end examinations gets a
free triple sundae (price Rs.33) if he brings his report card to the
counter. The scheme seems to have paid rich dividends: this year
20,000 triple sundaes were given away compared with only 3,000 in
the first year.
ASIAN AGE Exotica
March 25, 2000
Coverage in Quick Bites
For a quick meal try the pizzas of the month at Nirulas. Order your
share of chicken palak pizza or the or the mouth watering paneer,
mushroom or the onion pizza. Alternatively, you can enjoy a Chinese
lunch buffet priced at Rs. 160 per adult and and Rs. 110 per child
available on weekdays.
March 15, 2000
Buffet at Nirula's Chinese Room
Now you can enjoy Happy Hours at Nirula's Pegasus bar with a 25%
discount on all drinks from 3:30 to 7:00 P.M. A new icecream especially
for Holi - thandai with cream, nuts and spices has been introduced.
Special oriental delicacies can be had on weekdays and Saturdays
during its Chinese lunch buffets.
THE HINDU
November 27th, 2001 (Business Line)
Nirula forays into food retailing
Food retailing by food chains seems to be turning out more a rule than
an expectation. After ITC Hotels made a high-profile entry in the food
retailing business with Kitchens of India and coffee chains Barista and
Qwiky's placing their branded coffee at out-of-restaurant stores, now
the home-grown Nirula & Company has drawn up a blueprint to tap the
food retailing segment. To begin with, the fast-food chain has begun
placing a mix of 16 condiments, jams and syrups at specific retail
outlets. Some among these products are jams in strawberry and
mulberry flavours, pastes and sauces in chilli and mustard variants,
chutneys, syrups, marmalades, and chocolate fudge. This marks
Nirula's maiden entry in the food retailing segment.
March 22, 2001 (Business Line)
Reality Bites
Time was when everybody who was anybody, either visiting the
national capital or was part of it , had done Nirula's .The Original fast
food joint, Nirula's had to its credit not only the tag of the restaurant
that virtually brought fast food to Delhi, but also one that played host
to various courtships, sneeky dinner dates, birthday bashes and family
outings.
Feb 27, 2001
Mural of Hope
To make the younger generation aware of the need to save
environment, Nirula's has tried to tap into the children's vision for a
better future by making paint "Hope" and "Concern". It invited young
children from Salaam Balak Trust and India Vision Foundation this past
week to come to their Defense Colony outlet and paint on a 18 feet by
36 feet wall on the theme of environment.
March 14, 2000
Special student get special treatment
Nirulas will treat all students getting A+ or more than 90% with a free
"Triple Ice Cream Sundae" on producing their report card. The scheme
lasts from April 1 to May 31, 2000. All those who had the Nirulas treat
last year would be receiving best of luck letters. The whole meaning
behind this exercise is to encourage students to "combine fun and hard
work". Those who have won the Nirulas scholarship more than five
times in a row will receive a special trophy this time.
THE INDIAN EXPRESS
Quick Bites
March 31, 2000
Scholar's award & Chinese Room buffet
For all students who have scored either A+ or 90% or more in their
final exams, a triple ice cream sundae is theirs for the asking at any
Nirulas outlet from April 1 to May 31, 2000. Besides, the buffet served
on all days in the Chinese room is worth trying. There are numerous
mouth-watering dishes that are sure to tingle your taste buds.
BUSINESS STANDARD
April 7th, 2001
Nirula's appetite for growth
For more Delhities, Nirula's is synonymous with Delhi. By next year,
the Nirula family would like its eponymous chain to be associated with
north India. After sticking faithfully to the capital for over 60 years, the
approximately Rs 180-crore family-owned fast food and hospitality
chain is finally looking beyond the national capital. By 2002, the chain
hopes to have setup restaurant in Ludhiana Chandigarh and Jallandhar.
Outlook
Jan 29th, 2001
Environment: Waste Watch
Fast Food chain Nirula's is asking Delhi-zens and neighbors Noida not
to burn leaves, garden trimmings or other biodegradable wastes. Why?
Because it has installed a wormiculture plant to manufacture natural
fertilizer. So next time you wish to dispose garden waste, look for the
Nirula's box in your neighborhood and dump it.
Feb 19th, 2001
Cyber Cafes Make Way For Cyber Bars
After cyber café's it's now the turn of Cyber Bars. Going by the
international trend , Delhi based restaurant chain, Nirula's has opened
a new Cyber bar called byte at it's Connaught Place outlet. The new
bar the company claims is the first in the country where guests can
enjoy there choicest drinks, while surfing on the Net.
Jan 29th, 2001
Nirula's and the environment
Nirula's effort in saving the environment is worth noting. The chain has
been very sensitive to the whole issue for more than two decades. One
recent example is the concept of wormi-compost in the park being
maintained by Nirula's at Shantiniketan, New Delhi. Its other efforts in
this area include the use of plastic recycled bins, sapling giveaways,
environmental board, maintenance of parks and roundabouts, waste
treatment plants, jute bags and wormiculture plant.
Midday
April 1, 2001
Nirula's treat for bright students
Nirula's- the largest family food and restaurant chain in Delhi has
announced its annual scholar scheme today. Every year the restaurant
rewards students scoring A grade and more than 90 percent in their
final examination. Those students who have won Nirula's scholar award
six times in a row will get a special prize.
Savvy Cook Book
1st Quarter, 2001
Nirula's Ice Cream Cake
This time you will have to cut your cakes before it melts. The famous
Nirula's ice-creams have introduced ice-cream cakes in a variety of
shapes and flavors like strawberry, vanilla, pineapple, butterscotch and
chocolate.
Around Town : Book Review
Feb 2001
Index- A Lexicon for the Indian Gourmet
Mexican, French, Russian, Bengali, Tamil, Malyali, Marathi…wish to
know A-Z of the terms and ingredients used in these cuisine? Get hold
of this little lexicon that is available at Bookworm (CP) and Nirula's
Pastry Shop at CP, Defense Colony and Vasant Vihar.
Business Line
22nd February, 2002
Nirula's to open highway restaurant
Highway restaurants suddenly seem to be attracting the attention of
quick service fast food chains. Nirula's is putting the final touches to its
plans to set up ise cream parlors under the brand name 21s. The first
of these parlors will kick off operations next month, according to the
company official.
22nd February, 2002
From eating out to freaking out
The exciting ambience of city's fast food joints like reflect the changing
food habits of the Indians. Now, they are moving away from the
roadside eateries and even upmarket restaurants to be a part of the
Pizza and Burger Brigade. Nirula's keeps alive the experience of eating
out by coming up with some interesting offers. Its unique kids club has
around 80,000 members.
CERTIFICATE
This is to certify that the project titled “A case study of “Nirula’s Corner
House Pvt. Ltd.” to reflect its organizational effectiveness through its
SWOT analysis and to suggest measures to further enhance its
effectiveness by making use of OD practices as HRD Tool.” is an
original work of the Student and is being submitted in partial fulfillment
for the award of the Master’s Degree in Business Administration of
Indira Gandhi National Open University.
This report has not been submitted earlier either to this University or to
any other University/Institution for the fulfillment of the requirement of
a course of study.
(Signature of Supervisor) (Signature of Student)
ACKNOWLEDGEMENT
Project work is never the work an individual. It is more a combination
of views, ideas, suggestions, contributions and work involving many
individuals.
I am extremely thankful to XXXXX, my project guides for his valuable
support and exceptional guidance throughout my project. I express my
gratitude for him continuous support without which this project could
not have reached a successful completion.
I would also like to a avail this opportunity to thank all the staff
members of Nirula’s who made a considerable contribution to which
these few lines can hardly do justice to their unflagging patience and
generously given support by providing me the information for my
project and filling the questionanire.
Last but not the least, I am thankful to all my friends for their
continuous encouragement.
