MY FOOD ROLLER FLOUR FACTORY PVT.

LTD

1. INTRODUCTION
My food Roller Flour Factory is located just three kilometers away from the Mylapra Town, Pathanamthitta Dist. The unit is established with the financial assistance of NCDC (National Co-operative Development Co-operation). The project cost approved by NCDC and government of Kerala is Rs.384.28 lakhs. Now the present factory is registered as a company with the name My Food Roller Flour Factory Private Ltd promoted by the Mylapra Service Co-operative Bank having 96% shares. Company markets their products in the name Amrutha. The main products manufactured here are Atta, Maida, Sooji, Flakes etc. Company started its commercial production on 22nd December 2003.

The essential ingredient needed for production is Wheat. Wheat is supplied mainly from North Indian states like Rajasthan, Gujarat, Bihar and Madhya Pradesh. My Food Roller Flour Factory has a Depot in Chenkotta, Tamilnadu. The unit is having SSI (Small Scale Industry) registration of the government of Kerala. This unit is the only one established in the co-operative sector in the country at present. The company has distributors in all districts of Kerala.

The wheat products generally used for human consumption are Maida, Atta, and Sooji. Bran is used commonly as cattle and poultry feed. In the olden days, wheat used to be crushed in stone crushers known as Chakkies.In this process only one type of product namely whole meal Atta alone used to be made. A modern flour mill is automatic and it processes wheat after washing and destining. Major portion of the task is done by the machines and only less human effort is required in modern flour mills.

There is strong evidence that diets rich in whole grain foods may reduce the risk of Coronary Heart Disease (CHD). The health benefits come from the whole grain. Today, Whole Wheat is increasingly being recognized as a key source of heart-healthy promoting
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nutrients. Whole wheat is composed of 2 parts namely Bran, Endosperm. Bran is a rich source of fiber, vitamins and minerals. Endosperm contains carbohydrates and proteins while the Germ is rich in nutrients. These three parts of the whole wheat grain work together in powerful ways to help protect against disease.

All dirt and impurities will be removed by washing with water and using separators and cockle cylinders. Iron filing will be removed with the help of magnetic seperators.In other words, wheat is thoroughly cleaned in the cleaning section and ground in the roller flour mills. There after it is sifted and purified in plan sifters and semolina purifiers to obtain the fine product hygienically. Thus the roller flour mills serve the nation on its priority food front by making available hygienically fine and wholesome wheat products in large quantities. Kerala was mainly a rice consuming state until late fifties. However,food habits have changed fast due to economic and other compulsions

MY FOOD ROLLER FLOUR FACTORY PVT.LTD

1.1 OBJECTIVES OF THE STUDY

The following are the objectives of the study To understand the organizational hierarchy. To study about the functioning of each department. To fulfill the requirement of the curriculum.
To get a clear view of the day-to-day functioning of the industrial establishment.

To identify and evaluate the strengths, weakness, opportunities and threats faced by the organization. To identify the problems faced by the organization and make suggestions for the betterment of the organization.
To evaluate the growth prospectus of the company.

MY FOOD ROLLER FLOUR FACTORY PVT.LTD

1.2 SCOPE OF THE STUDY

The scope of the study conducted includes the study of the objectives of the company, a study of the various functional departments, their activities, the product range and the quality policy. The organization study comprises of the entire functioning of the organization, which includes the nature of business it involved in, the current competition scenario, the departmental segregation created for the implementation of plans and procedures, the current branches that it controls and future expansion plans which includes both the national and international markets. Moreover the needs to conduct an organization study lies in the fact that it provides a deep understanding of what a company is all about and the underlying factor of its existence. Different department were analysed in detail and SWOT analysis of the organization was done.

MY FOOD ROLLER FLOUR FACTORY PVT.LTD

1.3 METHODOLOGY
The methodology adopted for the study is through the collection of primary and secondary data.

Primary data
Primary data consists of fresh data and hence original in character. It is collected through direct observation and from live discussion with the managers.

Secondary data
Secondary data are those that have already been compiled and have been passed through the statistical process. Secondary data were also collected from business journals, internet annual reports, magazines etc.

MY FOOD ROLLER FLOUR FACTORY PVT.LTD

1.4

DURATION OF THE STUDY

The organizational study in MY FOOD ROLLER FLOUR FACTORY was conducted from 3rd may to 31st may 2010.So a study plan has to be prepared for the successful completion of the study. The schedule for the study was: 1st week (3rd may 2010 to 7th may 2010): On the first day of the study I met Administration cum personnel officer. He gave brief details of the department and its function, future plans, clear-cut image of the organization. 2 nd week (10th may 2010): Information was collected from finance department and analyzed the financial performance of the company. Finance Manager assisted me by providing various financial details. 3rd week (18th may 2010 to 23rd may 2010) the details were collected from marketing department. 4th week (26th may 2010 to 31st may 2010) Informations were collected from the production department regarding the Raw Materials, Production process, Packing.etc. As this was the last week of my Organizational Study Ive visited personnel department and I met few of the employees in the company and asked about the companys employ welfare activities.

1.5 LIMITATION OF THE STUDY

MY FOOD ROLLER FLOUR FACTORY PVT.LTD

Company didnt give permission to go through all departments. The study was limited to areas around Pathanamthitta. The sample size was very less in view of customer studies.
The study was not able to separate the bias or influence of extraneous variables

completely

2.1 INDUSTRY PROFILE

Today large quantity of wheat and wheat products are consumed every day in the state in different forms. To meet the growing demand wheat products like Maida, Atta and Sooji are imported from different places in large quantities. It takes extra time and money. This situation leads the entrepreneurs to think about the invention of wheat flour mills in Kerala. A few such units have already grown up in the state and some are under implementation. Also some flour mills are relicensed by the government of India, this added possibilities to the setting up of more wheat flour mills.

The background explained above made by the Board of Directors of Mylapra Service Cooperative Bank headed by its president Mr. Jerry Easow to promote modern wheat flour mills in Pathanamthitta District. The location of the proposed project is at Mylapra in Pathanamthitta district. A new company introduced by the name of My Food Products is under incorporation with Mylapra Service Co-operative Bank. This Company is introduced with the financial assistance from the ICDP. The proposed project will provide more employment opportunities in
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the state directly or indirectly. It will also gain the state by way of sales tax. To sum up, the proposed wheat flour mill in Pathanamthitta district will be another step forward in the industrialization of the state and another move to provide new employment opportunities to the people of Pathanamthitta.

The proposed project is promoted by the Mylapra Service Co-operative Bank Ltd. No.639, Mylapra Town P.O, Kozhencherry Taluk, Pathanamthitta. Mylapra Service Cooperative Bank is a registered co-operative society situated very near to the Pathanamthitta town.

The total deposit of the banks as on 31.03.2001 is Rs 988.35 Lakhs. The working capital of the bank is Rs. 1154 Lakhs and the loan outstanding is Rs. 677.69 Lakhs.

The present activities of the bank are as follows. a. Fixed deposits for different terms such as Athulya deposits, Swayam Vardhini, Soubhagya deposits and Mangallya deposits. b. Recurring deposits. c. Home safe deposits. d. Daily deposits. e. Savings Bank Account. Bank grants many loans like Agricultural Loans, Short Term Loans, Non- Agricultural Loans, Business Overdraft, Gold Loan and other schemed loans as per the bank rules. In addition to these bank is operating consumer store, supermarket, Rubber Trading etc.

MY FOOD ROLLER FLOUR FACTORY PVT.LTD

Historical Development
The milling of flour from the grain has its origin in the early history of all major civilizations. It is generally regarded as the oldest known industry. The basic milling technique was to grind the grain between two stone surfaces. This enabled the tough fibrous bran skin to be separated from the endosperm, which then was ground into a fine powder. This method, utilizing saddle stones or pestles and mortars appeared to have developed independently in a number of areas around the world.

White flour was first produced in Hungary and Germany in the 18 th century. It became so popular that the exported product sold in Europe for up to ten times the value of unrefined whole

meal. White flour was manufactured by arranging a number of stone mills to form a series of grinding passages. Primitive purifiers was introduced in 1810 to remove bran from intermediate stocks and the remaining material, which has high endosperm content was ground into white flour on additional stone mills. The process referred to as the Gradual reduction system of milling. In modern flour mills, millstones have been replaced by steel rollers. Old style reel sitters have been replaced by modern plan sniffers. The design of purifiers has been radically improved and many new ancillary machines have been incorporated into the milling system. The same basic principles of the gradual reduction system of milling, however are still utilizing processing technology that was fully developed. The development of the flour milling industry has been associated with advances of equipment design, which has improved operating capacity and efficiency, but no major technological breakthrough has occurred.

WHEAT CLEANING

MY FOOD ROLLER FLOUR FACTORY PVT.LTD

Before milling starts, the wheat is tested for protein and other characteristics and graded into various categories. It is then cleaned to remove materials such as stones, dust and weed seeds. A number of grades are usually then blended together to produce the desired type of flour. Soft low protein wheat is most suitable for biscuit flour; white flour for bread is usually made from harder, higher protein wheats.

WHEAT CONDITIONING
Water is added to the wheat blend in a process called conditioning or tempering. The amount added is usually between 4-6% depending on the initial moisture content of the grain and the type of wheat being milled. The wheat is them allowed to lie in the conditioning bins for between 10 to 20 hours. The bran layer are then toughened by the addition of water, minimizing

shattering during milling and the endosperm is made more friable (crumby) requiring less power to be ground into flour.

FLOUR MILLING
The separation of the endosperm material from the bran layer of the Kernel and the gradual reduction in size of the endosperm particles is achieved by a complex combination of grinding rolls (break and reduction rolls) sifters, purifies and the other equipment. The tempered wheat is fed into roller mills which hold two steel cylindrical rolls with longitudinal grooves (flutes) cut into their surface. As wheat passes between the rolls which rotate towards each other at different speeds; the bran is gripped by the flutes on the slower rolls. The friable endosperm is torn away into granular chunks (semolina) or fine powder (flour) by the overtaking flutes on the faster roll. The purpose of the Break system is to break open the wheat grains to release semolina particles and leaves bran in the largest particle size possible, thus minimizing bran contamination

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in the semolina. The granular stocks produced are predominantly semolina interspersed with bran particles, although undesirably, some flour is produced at this time. The main production of fine flour comes from the later reduction stage. To purify the mixed granular stocks of semolina and bran coming from the break system, they are passed through the purification system. A purifier is essentially a long rectangular machine with oscillating sieves through which a current of air is drawn. Semolina stock is conveyed along the length of sieves and the shaking motion together with the upward current of air causes the stock to stratify. The lighter bran fragments are floated above a layer of pure semolina which gradually passes through the sieves. The bran fragment passes over to the end of the sieves. The particles of purified semolina are then crushed to fine flour by the reduction system. This is comprised of roller mills fitted with smooth rolls operating at slightly different speeds. Flour is removed by

sifting the ground stock over fine mesh nylon screen. Coarse mesh separates the bran flakes. The size of any intermediate product is gradually reduced by subjecting it to repeated roll and sifting treatments. Up to eight to eleven passages may be employed, depending on the design of the plant.

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2.2 COMPANY PROFILE

INTRODUCTION
Wheat products are sold by the brand name AMRUTHA, manufactured in the food processing unit, promoted by the Mylapra service co-operative bank ltd. The products include 100 percent enriched natural Atta, Maida and Rava with export quality standards. As a distinctive blend of natural freshness and flavor, Amrutha is processed under the expertise of sophisticated modern technology to retain the natural nutrients and the aroma of high quality wheat.

HISTORY OF THE COMPANY

My Food Roller Flour Factory is owned by the Mylapra Service Co-operative Bank. The factory is financed by NCDC (National Co-operative Development Co-operation) under ICDP scheme. Mylapra Service Co-operative Bank has prepared a project report for setting up a
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wheat flour factory with a capacity of 70 matrix tone per day with a capital investment of 384.28 Lakhs. The construction work of the factory has completed by November 2003 and the formal inauguration was done on 2nd December 2003. Company starts its commercial production from 22nd December 2003.

In the inaugural address of Mr. M.V.Raghavan minister for co-operation to whom the bank is heavily indebted for the help he had rendered to the bank in the past gave a standing ovation to the effort made by the bank in various fields. He called upon the office bearers of the Mylapra service co-operative bank to carry on with their non banking activities with ardent determination and superior values.

The function as presided over by Mr. Jerry Easow Oommen, the president of the Mylapra service co-operative bank. He talked about the circumstances that led to the successful completion of the factory within the shortest time span. Mr. Francis George MP made the building inauguration and Mr. Raju Abraham MLA did the switch on of the factory. Mr. K.K. Nair MLA inaugurated the public meeting. Adv. K. Ananthagopan, Mr. J. Sudhakaran IAS and Mr. B.R Nair launched Amrutha Atta, Rava and Maida respectively. It was in this section that banks official website was formally launched by Mr. Mathew Kulathumkal, president district panchayat, Pathanamthitta.

LOCATION
MY FOOD ROLLER FLOUR FACTORY, manufacturers of Amrutha Atta, Maida and Rava is a fully fledged factory with adequate quality control facilities. It is located at Mylapra, a small village in the Pathanamthitta district.

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

VISION
We continue to work to support health life style and flourishing societies through the creation of quality products

BOARD OF DIRECTORS

Jerry Easow Oommen Joshua Mathew NR Sunil Kumar E.K. Koshy K.A. Kunjuraman K.M. George

Chairman Managing Director Director Director Director Director

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

100 percent Natural: Processed from high quality natural wheat from selected fields across the country, a perfect blend of natural freshness and aroma to make your life 100 percent natural.

100 percent Nutrient: Enriched with all the energy giving vital nutrients, excellent nourishment for people of all ages, 100 percent nutritious to make you 100 percent healthy.

100 percent Hygienic: The finest natural wheat is carefully examined and then subjected to a unique dry washing process. Sophisticated grinding process is adapted right from the beginning to the packing to ensure 100 percent hygiene.

100 percent Pure: Processed under foreign technology with modern expertise. The raw material while processing is untouched to ensure 100 percent purity.

100 percent Tasty: Always delicious to make your family happier. The products include 100 percent enriched natural Atta, Maida and Rava with export quality standards. As a distinctive blend of natural freshness and flavor, Amrutha is processed under expertise of sophisticated modern technology to retain the natural nutrients and the aroma of high quality wheat.

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

2.3 PRODUCT PROFILE

PRODUCT
Quality is the trade mark of Amrutha products. My Food Roller Flour Factory maintains a lab to ensure the quality of the products. Every day products are tested at the laboratory. This help to ensure that ISI standards are maintained and no compromise on quality will be allowed.

One MT of wheat when processed gives the following items. Maida Atta 55% 12% 550 kg 120 kg

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Sooji Nice Bran and Flakes Waste Total

14% 16% 3% 100%

140 kg 160 kg 30 kg 1000 kg

Of the above, first 3 items namely Maida, Atta and Sooji are for human consumption; whereas fourth item nice bran and flakes is used as cattle feed or poultry feed. It is proposed to bring out the foresaid consumer products in handy and small packets so that all the sections of the society will be usually served.

PACKING OF PRODUCTS
Whole Sale Packing - 90kg, 50kg, 25kg, 10kg Consumer Packing 5kg, 2kg, 1kg, 1/2kg.

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Board of Directors General Manager

Administrative Officer

Production Department Personal Manager

Personnel Department Finance Manager

Finance Department

Marketing Department Marketing Manager

MY FOOD ROLLER FLOUR FACTORY PVT.LTD

2.4 ORGANISATIONAL STRUCTURE

Sales Man

Accountant

Clerk

Office Staff

Lab Assistant

Quality Control Section

Plant Manager

Milling Section

Miller

Fitter

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3 DEPARTMENT PROFILE

1. PRODUCTION DEPARTMENT 2. HUMAN RESOURCE DEPARTMENT 3. FINANCE DEPARTMENT 4. MARKETING DEPARTMENT

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PRODUCTION DEPARTMENT
General Manager

Assistant Manager

Production Manager

Miller

Lab Assistant

Floor Men

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

3.1 PRODUCTION DEPARTMENT

The production department is the heart of the company and it works 24 hours a day. The manufacturing process of Amrutha products starts with the purchase of raw materials. The chief raw material used for the manufacturing of Atta, Maida and Rava are pure wheat. The main places from where wheat is purchased are the northern states. A team of dedicated men and women works in the sophisticated processing unit with advanced machinery. The wheat is vested for finding out quality. There are two types of wheat namely: (1) Hard wheat (2) Soft wheat The wheat is washed, processed and grained. The products are Atta, Maida, Rava and Bran.

Quality Checking
Stringent hygienic measures are applied with regular laboratory testing. The research and development team works for quality improvement by strict measures. Ample research supports provided by its research and development team to qualitatively increase and improve upon sophisticated measures.

Machines used in the production process

The production process consists of three sections. Cleaning section Milling section Packing section Where the wheat grains are cleaned. Where the wheat grains are milled. Where the products are properly packed

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before reaching to customers.

Machines used in each section are described below

Cleaning Section Machines Elevator Conveyor Bins Separator Scourer Stoner Dampener Use Used for lifting of wheat Used for convey to elevator Used for storage of wheat Separation of dust, mud, stick etc For scouring or polishing of wheat For removing stone from wheat For washing of wheat

Milling Section Machines Roll Body Plan sifter Purifier Use For grinding of wheat For sieving of grinded wheat For Rava purpose

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Packing Process
The packing process is especially vital to ensure that the product reaches the consumers in a fresh condition at a minimum cost. High quality single source solutions are imported for everything from raw material processing till categorically excellent packing. The packing norms implemented are according to the international standards in protecting, preserving and marketing. The usual standard packing sizes used are 90kg, 50kg, 10kg, 5kg and 1kg.

Measures taken for packing

Inspection of packaging materials specification in terms of Weight Size for A-will gunnies Transparency Printing Appearance Level Mesh size Thickness Size of the woven poly layer films and bags pouches

Measures taken for input material

Purchase of wheat is decided based on the representative samples received from the seller and decision taken as per the comparative quality result with basic sample. 100 percent inspection of the purchased wheat quality as per the representative samples collected as per the sampling technique.
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PRODUCTION PROGRAMME Maida Atta Sooji Nice Bran and Flakes Waste Total 55% 12% 14% 16% 3% 100%

Assumptions 1. The plant is capable of processing 70 MT of wheat per day. 2. Installed capacity is 21000 MT. 3. 300 working days per annum on 2 shifts. 4. Capacity utilization will be 60 percent during first year 70 percent during second year and 80 percent during third year.

PROCESSING
Wheat from the storage go down of the mill fed into an intake hopper where it is transported by a bucket elevator to the cleaning elevators where lighter impurities such as dust, mud, weeds and straw are separated from the grain flow. Another function of the cleaning separator is removal of bigger admixture smaller than grains such as sand and small weeds which are removed by sieve. Permanent magnets remove Ferro-magnetic admixtures from the grain and at the same time feed the bucket elevator. Then this clause tier, which removes smaller black grains, cockle and other unwanted grains from the wheat and after the grains goes into the

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washing machine where the wheat is thoroughly washed and cleaned and whizzed simultaneously.The waste from the washer will be collected in sump and discharged in the drainage or it can be used for our own agricultural purpose. The washed grain then goes into the scourers machine where the outer hulls and beards of the grain are removed completely in the process. The above described flow can be altered depending on the quality of wheat and the local conditions. The wheat after going through the cleaning process is conveyed into the conditioning of the wheat in storage bins for being conditioned. The total maximum tempering or conditioning period is adjusted from time to time depending on the quality of the oil transported by a worm conveyer or by an elevator to the brushing machine. If needed the conditioned and brushed wheat is led through the automating damper where its moisture contents are removed. The wheat is fed into the mill through a magnet for final checking of Ferro magnetic mixtures.

GRINDING AND SCREENING OF WASTE

Sometimes the utilizable screening wastes from all cleaning machines are collected to one section of the plan sifter where they are sifted and separated. The over tail of the first group of the sieves remove bigger impurities and even healthy grains which might have joint the waste through a defective sieve of any cleaning machine. Such part is collected and fed into the hopper at the cleaning section and cleaned again. The over tails of the second group sieves are collected directly into a worm conveyer and the bran is send separately for packing. Two numbers of high pressure fans will be installed for pneumatic lifts in the milling. A part of this will be a complete aspiration for the purification by value control aspiration system. Thus you may find on the whole there are four operations in roller flour mills via, cleaning or screening of wheat, grinding of wheat in various stages such as break reductions by means of roller flour mills, purification and sieving of products to obtain various grades of stock from the wheat crushed by plan sifters and purificators. The final stage is packing of various products in the ground floor of the mill. The factory is using both manual workers and machines for the purpose of packing.

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3.2 HUMAN RESOURCE DEPARTMENT General Manager

Assistant Manager

Production Manager

Miller

Lab Assistant

Floor Men

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PERSONNEL DEPARTMENT (HUMAN RESOURCE MANAGEMENT)

Organization development can be achieved through the development of skilled workers in the organization. Creative effort of the workers and their attitude towards work plays a dominant role in the success of an organization. The impressive productivity and quality is the hallmark of My Food Roller Flour Factory. Now the firm have good committed and disciplined work force which leads a high degree of productivity with impressive level of quality. The company gives much importance for the welfare of the employees and development of them. The organization promotes the participative management concept especially in quality circle employee suggestion schemes etc. Human Resources: Conducting training and development of all workers

including management and contract based workers. Welfare Department: Canteen facilities, shift buses, uniforms, farewell arrangements, recreation etc comes under this section.

Personal Structure
The employees of the organization can be classified as managerial, technical factory workers, office and administrative structure and security structure. The work is again classified into skilled, semiskilled and unskilled workers. All Sundays are holidays for the employees. Workers can take sick leave (12 days) and casual leave (12 days). The company also provides training facilities to the employees. On the job training is formally used and training is given by the immediate supervisor. New staffs are appointed on the basis of probation and after the completion of the probation they are appointed on the basis of supervisors report. Efficient employs are appointed as permanent staffs.

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Appointment
Appointment is strictly on the basis of experience. Relevant experience is a must to work in the milling section. Recruitment is conducted by the board of Mylapra Service Co-operative Bank. Candidates to be appointed in the milling section must require experience in milling technology. Candidates from outside states are preferred to work in the milling section. This is because candidates having experience in milling technology can only be appointed in milling section. Such employees are not available in Kerala. Lady staffs are appointed in the packing section. Freshers are appointed for office jobs. A probation period of six months is allowed to new staffs. In the case of higher level employees probation is three months. Company provide on the job training to the new staffs. After the completion of probation period they are appointed as permanent staff on the basis of the supervisors report. Accommodation is provided for staffs working in the milling section. Twenty four staffs are appointed by the agency on contract basis. Their salary will be fixed by the agency.

Wages and Salary Administration

Salary of the office staff consists of basic pay and HRA. For marketing staff a certain percentage of the sales turnover is given as commission. Workers are paid according to the wage scale. Employees are promoted on the basis of their efficiency performance and seniority. Company provides health, welfare, and safety measures to the employees.

Safety Measures
Company also takes initiative for the security of workers. Company providing cap and mask for employees working in the milling section. In the case of accident full expense of that employee should be made by the company.

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Disciplinary Actions
Seven days suspension for the violation of the company rules. A departmental enquiry will be headed against the suspected person. And if he found guilty, he may be removed from the service.

Welfare Benefits to the employees

Welfare Activities
The General Manager coordinates the welfare activities. The General Manager coordinates the welfare activities. The company provides salary, bonus and provident fund facilities to the employees. The company provides edictal allowances to the employees. Uniform cloths and stitching charges are provided to all the workers. On the recommendation of the doctor, leave with full wages will be given to the accident employees. Leave, holidays are given as per the factory rules by government of Kerala. Salary issued on second working day of every month according to the appointment letter given by the company.

Office time
The office time of MY FOOD ROLLER FLOUR FACTORY, is working under the control of the General Manager. Office time for staff is from 8:30 am to 6:00 pm. Production is done 24 hours and carried out through scheduled times. The lunch break is from 1:00 pm to 1:30 pm. There exist two shifts in the company for production. First shift: 6 am to 6 pm Second shift: 6 pm to 6 am
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Meeting schedule
Daily meeting are held at the company and it is held at General Manager Cabin. The meeting of the company is from 9:10 am to 9:20 am. Members attending the meeting include a General Manager, miller, office coordinator, and sales coordinator; go down supervisor and sales manager.

Uniform and ID card

All the staff in the production, packing and loading department wears uniform specified by the company. The company will issue two set of uniform at free of cost. All the persons including Board of Directors, employees, contract labors should wear the ID card before entering into the company.

Promotion Policy
Promotions are considered as an important motivational factor and it is very important in an organization. The company follows the promotion policy based on merit basis.

MY FOOD ROLLER FLOUR FACTORY believes that training is an activity that an organization must commit resource to training and development, exercise is universally accepted to be important for achieving the competitive edge that is essential to remain on the forefront in the long year. With the aim of meeting the future requirements of the organization, company is giving external and internal training.

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List of employees in the organization

1. Office 2. Marketing 3. Transportation 4. Milling Drivers 5. Factory 6. Packing Wing 7. Loading Workers Miller (1) Roller man (2) Lab Assistant (1) Helpers (6) Washing Operators (2) Washing Helpers (2) Factory Supervisor Production Supervisor Electrician Fitter Go down Assistant General Manager Administrative Officer Office Coordinator Sales Coordinator Accountant Cashier Peon Sweeper Sales Manager Sales Representative Distributors

Packing Workers (7) Workers(28)

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8. Security

3.3 FINANCE DEPARTMENT General Manager

Assistant Manager

Finance Manager

Accounts Officer

Cashier

Clerical Staff

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FINANCE DEPARTMENT
The basic objective of financial management is the maintenance of liquid assets and maximization of the profitability of the firm. Maintenance of the liquid assets means that the firm has adequate cash in hand to meet its obligations and financial requirements. The duty of Financial Manager is to prepare the budget and allocates the funds needed to meet the requirements.

SOURCE OF FINANCE 1. Share Capital from NCDC 2. Term Loan 3. Working Capital from Mylapra Service Co-operative Bank Total 98.43 Lakhs 196.85 Lakhs 89.00 Lakhs 384.28 Lakhs

COST OF THE PROJECT Land Building Plant & Machinery Miscellaneous Assets Working Capital Preliminary and pre-operative expenses Total 26.00 Lakhs 70.66 Lakhs 88.49 Lakhs 74.33 Lakhs 89.00 Lakhs 35.80 Lakhs 384.28 Lakhs
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The Share Capital must be repaid to NCDC within 10 years in equal annual installment and first such installment shall be paid at the end of the third year. The term loan shall be repaid within 10 years in equal quarterly installments of Rs. 5.47 Lakhs each and first such installment shall be paid at the end of the 15th month from the commencement of the production. The project requires a working capital of Rs. 89 Lakhs. Mylapra Service Co-operative

Bank is providing overdraft facility to the extent of 89 Lakhs. Interest at 16 percent shall be paid on working capital. The working capital shall be repaid within 10 years in equal yearly installment. The first such installment shall be paid at the 24 th month from the commencement of the production.

PROFITABILITY AND FINANCIAL INDICATORS

The plant is expected to work in two shifts for 300 days a year. The production assumed is 60 percent in the first year, 70 percent in the second year and 80% in the third year onwards.

First Year Second Year Third Year

Rs. 1245.73 Lakhs Rs. 1463.85 Lakhs Rs. 1672.98 Lakhs

Raw material consumption constitutes little over 86.21 percent of the total production cost Cost of Raw Materials First Year Second Year Third Year Rs. 1008 Lakhs Rs. 1176 Lakhs Rs. 1344 Lakhs

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

Wages paid for the first three years are Rs.27.47 Lakhs, Rs. 30.16 Lakhs and Rs. 33.21 Lakhs. Electrical connected load on the unit is 380 KVA and hence MT tariff is applicable. DG set will supply 40 % of the required power during power cuts. The cost of the electric power is estimated as Rs. 2.7 per unit and the cost of power using DG set is estimated as Rs. 3.50 per unit. Requirement of water is 50 cubic meter per day.

Operating Profit for the first 3 years are given below (Rs. In lakhs) Year 1 Operating Result 44.79 Year 2 84.72 Year 3 125.88

Duties of the Finance Manager

Verification and printing of accounts. Review of the general ledger and reconciliation. Preparation of reconciliation statements such as bank, party accounts etc. Ensure safe custody of cash. Maintain proper records of fund register for the various loans availed from the bank or financial institutions and outsiders and safe custody of the various documents executed for the same. Maintain the fixed asset register and ensure proper filing of the bills of purchases, sales, installation, certificates etc for the tax purpose. Ensure compliance of the various commitments for the borrowings and adhesive of the repayment of the interest and the principal.

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Maintain registers for the bank guarantee issued by the organization.

Ensure the expiry dates of the bank guarantee and proper accounting of income.

Function of Financial Department

All financial transaction of the MY FOOD ROLLER FLOUR FACTORY is through the finance department which is called Accounts Department. The financial year commence from 1 April and ends on 31 March. The major function of the financial department are financial forecasting, checking up of financial performance and other function like maintaining main ledger, cash book, bank book, sales and purchase ledger, audit files etc.

Cash Book
All receipts in the cash are entered in this register. The deposit of cash and withdrawal of cash from bank are also entered in the computerized cash book.

Bank Book
All the transactions of the company are entered in the bank book. It gives details regarding the receipts payment made, person to whom it is made and the title of the account where the amount is debited or credited.

Purchase Journal and Purchase Ledger

All purchase bills are entered in this ledger which shows details regarding supplier account, bill passed, payments made etc.

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Sales Journal and Sales Ledger

Sales transactions of all kinds are entered in this journal and separate invoice is prepared. This record also shows details of waste materials.

Expense Ledger
It shows details of expenses incurred like general charges and welfare charges.

Suspense Ledger
Advance payments to employees, travelling expenses etc are entered in this ledger.

Sales Tax
Sales exceeding limit come under the provision of Sales Tax Act. Sales tax is of two types: 1. KGST (Kerala Government Sales Tax) 2. CST (Central Government Sales Tax)

Audit File
Audit file is prepared at the end of every financial year and is certified by the auditor. Auditing is done twice a year. The audit file contains Trial Balance, Profit and Loss account,

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

Income and Expenditure account etc. The company has two external auditors for auditing the accounts.

3.4 MARKETING DEPARTMENT General Manager

Deputy Manager

Marketing Manager

Sales Executive

Sales Coordinator

Clerical Staff

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

MARKETING DEPARTMENT
The need of wheat products is increasing in todays life. In North India the majority of the people use wheat and wheat products. In the South India too, remarkable changes in food habits of the people have taken place during the last three or four decades. People prefer to have chapatti, porotta, poor bread etc made of wheat products. Bakery industry consumes about 60 percent of Maida for making bread, biscuit and other bakery items. Diabetic patients always prefer wheat products instead of using rise products. Based on these facts and possibilities the marketing department is formulating their strategies.

MARKETING STRATEGY TARGET GROUP

The company is aiming to catch the entire Kerala market as its target group. Pathanamthitta, Kollam, Idukki and Ernakulum will be concentrated using the penetration strategy for marketing.

MARKETING CHANNEL
Company is marketing its products directly to the retailers and customers using their own marketing personnel. The company has its own super market (Amrutha Super Market) at Mylapra town. It has an added advantage of exploring the rural market through its primary cooperative societies and Neethy store. The company also envisages a tie up with the public distribution system of Kerala Government for marketing its products.

PRODUCT MIX

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Company proposes to have bulk packing of 50 kgs and 20 kgs, also small packing of 5 kgs, 2 kgs and 1 kg are included in the product mix for the benefit of the end use customers.

FUNCTION OF MARKETING DEPARTMENT

The marketing department concentrates on 4ps of marketing that is price, product, place and promotion.

MARKETING DEPARTMENT
The marketing network of Amrutha is backed by strong sales support and service network. Out of the factory it undergoes a strictly maintained supply schedule commendable delivery system. Its own container vehicles supply directly from the factory to the traders, presenting them with price levels that are kept fully consumer oriented and within very reasonable limit. The product so Amrutha are famous in the market.

PRICING OF PRODUCT
Pricing is an important function of marketing department. Every company has its own methods of pricing depending on product and service. Pricing has a vital rate in the success of export marketing business. Amrutha fixed the price according to the quality of the products they produce and the competition in the market. The cost of product received from the costing department is the base of fixing the selling price by the marketing department. While computing the price of the product in the market various expenses like inspection, transport, bank commission, agents commission and all other expense are to be considered. After considering all the direct and indirect expenses the marketing department adds some percentage of profit filed by the board of directors. Sometimes the company adjusts the rate of profit to capture the domestic market or to get more orders from the buyer. Since the company is planning to introduce penetration strategy for marketing its products, the product will be priced with an attractive competitive price slightly less than

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

prevailing price of its competitors in the market. Company is also able to change their price strategy according to the market changes.

COMPANYS MARKETING AREAS DOMESTIC MARKET

Amrutha has a good position in the Indian market. The domestic marketing of the Amrutha products are through state wise and direct wise distributors. The company has its own vehicle to distribute the products to different market. Comparing with other flours Amrutha plays a vital role in the domestic market.

CHANNELS OF DISTRIBUTION IN DOMESTIC MARKET

The various marketing channels used by the manufacturers for making the products available to the consumers are given below.

Manufacturers Manufactures Manufactures Manufactures

Retailers Wholesalers Wholesalers Agent

Consumers Consumers Retailers Wholesalers Consumers Retailers Consumers

A channel of distribution may be defined as an organized network of agencies and institutions which in combination perform all the activities required to link producers with users in order to accomplish the marketing task. The channel enables the sellers to find out the users of its merchandise and helps the buyers to obtain the products he wants. Channels of distribution

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

of particular root through which a product moves from the manufacture to the customer who wants it and in the process title is also transformed to consumer.

PRIMARY TARGET OF MARKETING AUDIENCE

MY FOOD FLOUR FACTORY aims its primary audience as Stockiest Distributor Dealer Institution

SECONDARY TARGET / END USERS

Upper middle class Middle class Bellow middle class

COMPETITOR ANALYSIS
Competitor analysis is done on the basic of SWOT [strength, weakness, opportunity and threat].

MARKETING FUNCTION
The company has three types of marketing functions. They are as follows

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Functions of exchange Functions of physical supply Facilitating function

FUNCTION OF EXCHANGE
The main functions in this are buying and assembling and selling.

Buying and assembling:

It is the first steps in the process of marketing. It is done through directly or middlemen. In this organization buying the raw materials from the northern states through railway valance. Assembling starts after the goods have been purchased.

Selling:
The selling activity involves the tacking of problems such as advertising facing competition creating demand for new products, conducting market research, and supply goods in the right time and place.

FUNCTION OF PHYSICAL SUPPLY Transportation:

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD

Here the product moves to the market through road transportation and shipment. This transportation becomes easier now a day. The company has its own vehicles for this purpose.

Storage and warehouse:

For this concern a huge go down is made inside facto. The products are stored in the go down and delivered according to the requirement.

FACILITATING FUNCTIONS
There are four types of facilitating functions. They are as follows:

1. Financing:
The money is essential for the function of each department. The fund is raised from various sectors.

2. Risk Bearing:
Risks are involved at almost all stages in the process of marketing. Right from the product policy, risk is possible due to reasons like changes in demand and supply conditions, loss in storage and transportation and other natural hazards.

3. Standardization and Grading:

Standards are determined on the basis of weight, color, quality and other special or specific features of a product.

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4. Marketing Information:
Adequate information is required for all levels of marketing.

PROMOTIONAL ACTIVITIES
The Medias used for the promotional activities are television, newspaper and magazines. The brand ambassador of the product is Chippy (South Indian Cine Artist).

4.1

SWOT ANALYSIS

STRENGTH
MY FOOD ROLLER FLOUR FACTORY is under the management of Mylapra service co-operative bank in the state. The need for trade union does not arise as good relationship exists between employees and management. The modern machine has been installed in the factory, as a result the cost of production is reduced to a greater extends and quality product can be manufactured. Employees, the wealth of the business is highly skilled. As a result the production is done in an effective and efficient manner. It is a great achievement to the company that it has positioned fourth in the market within a span of four years.
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As good relationship exists between employees and management the labour turnover is very low.

WEAKNESS
The installed capacity of the factory is 80mt.The utilization is only 70mt of wheat per day. Location of the plant is a great problem to the company, as transportation cost incurred is very high for raw material acquirement to the factory. The factory is not situated in the industrial area. Railway services are not available. The promotional activities of the company are very less compared to other competitors of the company. High rate of absenteeism.

OPPURTUNITIES
Scope for mobilization of funds. Adoption effective advertising media for wide coverage. Creating new job opportunities.

THREATS
Shortage of raw materials due to some external factors like weather, tender problems. Transportation problems.
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Competitors from other companies.(Annapurna, Farm Fresh)

FINDINGS
1. Current market leaders are Diamond, Pillsbury, Harvest, Farm Fresh, Anna Purna and Supriya. These market positions are Elite holds 40%, Pillsbury holds 20%. 2. The company is providing good working environment. 3. The leading brands follow the distribution system.ie, Manufacture-distributor-wholesaler retailer-customer.

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4. Most of the leading brands are given advertisement through TV, Radio and other popular journals. 5. Company provides good safety measures and welfare activities to the employees. 6. The company is following a strict quality policy. This helps in producing good quality products.

SUGGESTIONS
1. To capture the market all leading brands promotes their product through T.V, Radio and
other mediums. So Amrutha Atta should also take certain initiative to increase sales.

2. Educate customers about the advantage of whole wheat Atta over Plain Atta. If the
company gives proper awareness to the people, there will be a good sale in the future.
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3. Most of the consumers not aware of Amrutha products. By conducting exhibitions and
seminars company can create a positive impression on customers mind.

4. Whole wheat Atta has good customer preferences. So my company should try to improve
the quality and nutrition value of this system.

5. The company should sponsor some mega events to build corporate image. 6. Supplying diaries and calendars to distributors may motivate them and they feel
belongingness.

7. The company should retain its customers through social transactions.

CONCLUSION
In todays life competition exist in every sphere of activity. So it is very difficult for the leading brands to maintain their position in the industry. It is the responsibility of the management to co-ordinate the activities and leads the company towards the success. Especially employee contribution is an unavoidable factor for the successful functioning of business. The
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importance of Atta industry is growing day by day. This is because most of the consumers are changing their food habits from rice to wheat products. So this will be a developing industry and its demand will also increase later. During the study, I gathered information relating to Organizational structure, various departments and their functions, products, quality policies, procedures and SWOT analysis of the company. The study has certainly helped me to add one more dimension in many pursuits to understand the management theories, principles and practices, and rejoicing on the fact that AMRUTHA Atta, Rava and Maida have got a dominant presence in the State.

BIBILIOGRAPHY

1. Annual Report 2. Company Manual

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MY FOOD ROLLER FLOUR FACTORY PVT.LTD 3. Kotler Philip Marketing management, 11th edition MC Grath Hills, New Delhi-2005 4. Research Methodology,2nd edition, Vishwa publications, Chennai, 1998

5. www.corporatebank.com/Mylapra.com

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