CH- 7 MAPRO
INTRODUCTIONMISSION AND VALUES HISTORY PROFILE PRODUCTS CONCLUSION
INTRODUCTION
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Mapro Foods Private Ltd. Is a fruit processing company ,
which is situated at panchgani ( near Mahabaleshwar ) a
panoramic and beautiful hill station of western India.
Panchgani is 100kms from pune and 250kms from
Mumbai and is just off the Golden Quadrilateral.
Panchgani was established by the British for the
education of their offspring’s resulting into a hub of
schools. It is knows for its famous schools. This beautiful
hill station of India possesses the health, housing and
other amenities and attracts more than a million visitors
every year. Mapro is in the fruit processing business over
more than forty years and it is known for quality and
innovation in the industry The Brand Mapro is a Well –
recognized brand in India. The Company has Shown
organic growth over the last four decades representing
sound financials with sustained profitability
.The Company was founded by visionary Shri Kishore
Vora, a Pharmacist, and at Present is
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headed by Shri Mayur J. Vore who is the Managing
director of the Company.Shri mayur J. Vore , an alumunus
of II MB , is
Heading The Organization for last 20 years and has
enhanced the Vision of Kishore Vora by transforming
Mahabaleshwar, into Fruit processing zone of the Nation.
MAPRO has also developed innovative “ Fruit Jesllies “
( Soft Confectionary with Fruit Juice & Fruit pectin )
Our Plant
Nursery:
What began as a party – time hobby has now becomes a
passion. While we have a sizeable the collection of rare
species, it is our cacti green house that steals the show.
Over two hundred grafted & flowering varieties have
been collected form different parts. For those who roses,
a walks in our rose garden is a must.( Over 50 varieties
bloom in season ) Some plant which row Well in
Mahabaleshwar are available for sale.
Mission and values
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Mapro will develop, produce, package & sell food
products, with high regards give to our customers
by implementing and continually improving Quality
Management system & food safety management
system to meet & exceed customer’s expectations
HISTORY
Over 40 years ago, in small town of Panchgani, near
Mahabalesshwar, a businessman named Kishor Vora
decided to make some Strawberry Jam. Today his ‘ Hobby
‘ has born fruit in the shape of Mapro …. One of the most
modern,
hygienic, quality conscious Jam and fruit products
Manufacturing Concers in Western
Mr. Vora could have rested easy on success of his
Fruit recipe. But he wanted to on develop innovative
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ideas such as Vegetarian Jelly Sweets, fruit cubes with
fruit Juice and Rose syrups with Rose patals….
All for the first time in country . Mapro naturally grew on
its founder’s philosophy of good, wholesome nutritious,
value – for money, and above all, a touch of imagination
– ingredients that have made it a market leader and a
household name today.
Mapro Jams:
Jellies, Sweets, Honey, Syrups, crushes , Squashes
and Toppings are not only know for this wholesome
taste and quality but
also due to their health properties and their higher
natural fruit content.
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Mapro is today India’s largest processor of fresh
Strawberries in the form of Jams, Crushes, Syrups,
Squashes and Toppings Strawberry Crush, Is used
in Variety of delicious items such as milk shakes,
sherbet, lassies, Ice- cream , falooda, Deserts, Fruit
Salads & Mock tails Strawberry Jam with whole fruit
is an
Exclusive Specialty Gingerale and kokum syrups
made form the fruit extract not only
prepare a soft drink but are know as appetizers and have
antacid properties.
Khus syrups are made form vet verra roots and Rose
Syrup ( our largest seller ) is made using natural Rose
pertals. Both knows for
their Coiling
Properties
Barley Water, squash & Cordial are made using Lemon
Juice contain Vitamin ‘ c’ Strawberry Squash and Orange 6
Squash are made form very nutritious fruits. Kesar
( Saffron ) Syrup is made using Saffron from Kashmir, the
worlds costliest spice. Thandai Syrup is made with
Almonds and Spice including Saffron from Tradition
North Indian recipes.
Mapro Sweets: are made from Fruit Juices and Liquid
Glucose are known to be Pioneer Vegetarian Soft Sweets
in Indian. Recently we have Introduced a Dessert
Toppings Today Mapro is leading Supplier of tasty as well
as
nutritious fruit product to the International market. Mapro
is know to care for its employees. Mapro is a home where
there is mutual understanding between employee and
employer like members in the family. It features a blend
of
hard work and dedication. It is now in the process of
certification under ISO 9000.
Mapro Foods Plans To Spread To Spread Its Wings:
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Mapro Foods, the Mahabaleshwar _ Based makers
of squashes,
Jams and confectioneries is looking for a pan –
national presence for its products. The 25 year’s –
old brand, primarily known in the Country Under
his, 16 cities in the north and 10 cities in the south
will soon start stocking Mapro brand products.
Mapro foods CEO Mayur Vora told FE that
the focus is now on the northern and southern
regions after establishing a presence in cities like
Mumbai, Pune and Ahmadabad. The strategy
adopted by the it is more bullish on its foray in to
northern and southern regions rather than
penetrate into the hinterland of Maharashtra. “ In
the north, We are beginning with Delhi and will
subsequently take our products to cities like
Kanpur, Lucknow and those in Punjab. The forty in
the southern market will begin in six months.
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Where initially we are targeting 10 cities,” Mr. Vora
said. The company is in the process of establishing
a sales force to a monitor the spread in these
regions. The strategy is to have a single distributor
for each city to ensure product
placement in the supermarks, Shopping malls. Dry
fruit shops and general grocery stores. In order to
track the movement of products from the
distributor to the retailer, Mapro is putting in place
an online module which will enable the sales force
to feed daily sales trends And
figures “A single distributor for the city and vicinity
enables us to exercise better control over the
inventory and also ensures better on brand –
building activates, Mr. Vora said the company will
concentrate on point – of- sales promotion rather
than embark on a grandiose brand – building
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activity print and electronic media, He said Mapro
as a brand was small to sustain a large – scale
media blitz. That is why the
initiatives have been restricted to point – of- sale.
Since Mahabaleshwar is a premier hill station in
Maharashtra attracting tourists by the thousand,
brand – building is conducted through free tasting
counters for jams, crushes, syrups, squashes And
confectionery he added “ Footfalls at our
factory premises enable us to promote our brand
through word- of- mouth which to a large extent
has brand through word-of-mouth which to a large
extent has been instrumental in our success in the
western region,”Mr. Vora said. Mapro foods has a
turnover of Rs 10 crore and is looking at a 50 per
cent growth annually, according to Mr. vora. The
company plans to increases its manufacturing
capacity by adding
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around 5,000 tonnage to the existing 2,000
tonnage capacity at Mahabaleshwar.
Fruit processing player Mapro foods, known for its
strawberry crushes and Jams,
is planning to get into the frozen vegetables sector
soon.
The company has set the ball roiling at its new
plant near Mahabaleshwar by blast freezing 2,000
tone of methi, palak,okra and patra leaves. Mayur
Vora, MD Mapro Foods said the first pilot
consignment of frozen vegetables was being
exported to the US through a third Party.
Once the démodé picks up, we will begin to freeze
more vegetables,” he said .” There is a huge
market Overseas for frozen vegetables that have
not been processed. Blast freezing helps retain the
flavor
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without adding any kind of additives. With a shelf
life of six months, the consumer
could cook the vegetables normally like fresh
vegetables,” Vora said.
Besides vegetables, Mapro has frozen 300 tone of
fruit this year. The company is currently
processing 20 tone of vegetables per day.” Around
50% of the growth would come from existing
products and remaining growth would come from
new products.
“ We are trying to reach out to farmers and get
them to farmers and get them to introduce new
varieties such as brussel sprouts, broccoli and red
cabbage. Many of them are currently growing
sugarcane,” he said. Growth would also
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come from the growing domestic market and
demand from retail chains that are
increasingly looking at sourcing vegetables.
Mapro has already received enquiries from
Retail and other smaller chains. The company is
currently supplying to Desai Bandhu and Mother’s
Recipe.
Vora said the company was presently vegetables
from Gujarat and Nashik.” We are in the process of
forming a seeding market. Once the exports pick
up, we would start catering to the increased
demade both in exports and overseas,” he said.
An intensive quick freezing freezing facility that will
be operational soon would
help prevent distress sales of vegetables, he said.
Factory Mapro, the well- known company that
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makes delicious jams, sauce, sherbets has its
factory on Mahabaleshwar – Panchgani
Road. Here the visitors are given the details on
how the production of their goods takes place.
From here, you can also buy their ‘ fresh ‘ products
Mapro Ice- creams :
We’ve recently setup a Mapro Ice- cram counter.
Mouth watering Strawberry Honey ( Sugar free ) we
serve delicious milk shakes too! For a refreshing
drink you could try our Mocktail corner, And for six
months a years, fresh Strawberries with Gram!!!!
Free Tasting
Counter
Here you can then tire Range of products…
Jams, Sweets, Grushes, squashes, Mocktails all free
of any charge or obligation go ahead, dlight
yourself !
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Mapro Plant Nursery What began as a part
– time hobby has now becomes a passion while we
have a sizeable that steals the show. Over two
hundred grafter & flowering varieties have been
collected parts. For those who love rose, a walk on
our rose garden is a must . Over 50 varieties
blomm are available for sale.
Cold Storage:
Before you go, Shop factory fresh Mapro Packaged
goods at a special price .From fresh fruit and
vegetables are available in season. Why not take a
literal ‘ Field Tour? ’
Yes , walk right through our strawberry fields and
watch the way . We grow our
fruits and vegetables using biofertilizers For a
more adventures sprit , we arrange a forest trek
( with prior intimation of course ) . Trained guides
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point out enticing sights and sounds to the
fascinated city dwellers .
New Project :
Mapro foods private Limited , one of the leading
food processing companies of India , is planning a
growth plan to multiply its presence across
geographical regions and product lines it is setting
a state of art ( SOA) food processing complex at
wai , Distt. Satara ,Maharashtra Which is 70 Kms.
From Pune and 20 kms from
Panchagani / Mahableshwar . It is setting a state of
art ( SOA ) food processing complex at wai, Dist.
Satara , Maharashtra which is
70 kms. From Pune and 20kms. From Panchagani /
Mahableshwar .
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CONCLUSION
He sees India as a large market and is planning to
a extend its reach to the different parts of country.
Quality is the key , believe some of the leading
players in the industry today and mapro is up to it .
It lays great emphasis on quality and has been
certified by BVQ for both HACCP and ISO
9001:2001 for over three years now. Being in the
industry for years , the company
knows what it takes to succeed in the market .
Vora has witnessed the FP industry going through
different phases ,Speaking about growth and
transaction in
the industry , he said , “ The growth over the last
few decades has been slow and also on a low base.
The reason was that the industry was
concentrating on non –traditional or foreign foods.
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The market for traditional, non-traditional
processed foods is expected to grow by at least 20
per cent and 10 per cent respectively in the next
five years. ”
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