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CHAPTER-1 INTRODUCTION
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FMCG is the fourth largest sector in India, it is employing more people and to retain skillful and talented people becomes difficult, because other Job Opportunities are Available by competitors companies. So by keeping this problem in Mind the Analysis is done to know what Innovative Human Resource Practices are adopted by this two well-known company NESTLE and HUL which give them competitive Edge and become Market Leader.
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In an era of heightened competition, effective human resource management (HRM) can no longer be content with simply executing a standard set of practices. There is a need constantly to develop and implement new and improved HR practices so as to remain competitive. Available literature suggests that business environment changes have brought about profound changes in the management of human resources (Stroh Caliguiri, 1998). Tannenbaum and Dupuree-Bruno (1994) also found a very strong relationship between the external environment and HR innovations. A favorable external environment reduced innovation. A prevailing universal assumption also maintains that there are always some human resource activities that are better than others and, therefore, organizations should adopt new and innovative human resource activities (Ulrich, 1997; Harel and Tzafrir, 1999). However, very little research had addressed innovation within the HRM function (Wolfe, 1995). In both the theoretical literature and the emerging conventional wisdom, there is a growing consensus that organizational HR practices must ultimately contribute to the firm's financial performance. Though research focusing on the firm-level impact of HR practices has become popular in recent years (Delaney and Huselid, 1996), several problems with this type of research have been pointed out (Hiltrop, 1996). Theoretical evidence on the relationship of HR practices with organizational effectiveness indicates that HR practices influence employee commitment and other HR performance measures, which then lead to organizational effectiveness (Rao.1990). Theoretical framework: The term innovation has been used to refer to two related concepts. Some researchers have used the term to refer to the process of bringing new products, equipments, programs or systems into use (Damanpour, 1991) while others have used it to refer to the object of the innovation process, that is, the new product, equipment, programme or system (Rogers,1983). The latter use of the term is adopted in the present research, following Wolfe (1995) who defined innovative HR practices as ideas, prograrmnes, practices or systems related to the HR function and new to the
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India now becomes a player in the global stage. Everyone wants to do business with us, this change has given lot of opportunities to our country to grow further but it posed lot of challenges in front of us like Indian companies gained confidence to acquire foreign giant companies and try to establish themselves very competitive than the foreign companies at the same time we have to give emphasis on the various challenges before us like the gap between people in the corporate world and those in the rural areas is becoming serious concern and the wage differentials between blue collared workers and senior managers, the candidates having good education and communication skills getting more chance in the job market than other people lesser than them, attrition levels are all time high in India for example business process outsourcing facing problems with talent retention. This project try to extract the facts to find out how the companies in India facing HR problems and what kind of innovative practices they are following to recruit and retain their employees and made them feel best place to work and enjoying working and made the companies in the great height in their own field of business.
Attracting and retaining talent is becoming a big problem for every organization, they are following every trick and strategy to recruit and retain the employees. Develop and Grow:
Nowadays organizations try to recognize the aspirations of employees and focus on their growth and development. India provides job rotation opportunities to high performing employees from operations division. This gives them broader understanding of the business.
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Employee engagement has retained the focus of organizational leadership and many companies keep launching new practices to woo employees. They are using innovative practices like Loyalty Interview- to find out what is it that makes its employees stay on, the feedback from loyal employees often reflects on the leadership style and is seen to work as a great motivation. Transition:
Movement of talent within the organization and outside of the organization sends strong signals to the employees about the organizations care and concern. Right from the induction, which is often the first impression the employees carries, to the exit interview, the sensitivity displayed by the organization has a lasting impact on all employees.
INNOVATIVE PRACTICES IN HR AREAS: I. II. III. IV. V. VI. VII. VIII. Recruitment and selection Learning and development Rewards and recognition Career planning Compensation and benefits Performance management Leadership and development Organization structure
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CHAPTER-2 INDUSTRY & COMPANIES PROFILE 2.1- Industry Introduction 2.2- Company Introduction
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Introduction: Fast Moving Consumer Goods (FMCG) goods are all consumable items (other than groceries/pulses) that one needs to buy at regular intervals. These are items which are used daily, and so have a quick rate of consumption, and a high return. These fast moving consumer goods are the essential items we purchase when we go shopping and use in our everyday lives. They're the household items you pick up when you're buying groceries or visit your local chemist or pharmacy. FMCG goods are referred to as 'fast moving', quite simply, because they're the quickest items to leave the supermarket shelves. They also tend to be the high volume, low cost items.
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The top FMCG companies are characterized by their ability to produce the items that are in highest demand by consumers and, at the same time, develop loyalty and trust towards their brands. India FMCG sectors significant characteristics can be listed as strong MNC presence, well established distribution network, intense competition between the organized and unorganized players and low operational cost. Easy availability of important raw materials, cheaper labor costs and presence across the entire value chain gives India a competitive advantage.Indias FMCG market is highly fragmented and a considerable part of the market comprises of unorganized players selling unbranded and unpackaged products. There are approximately 12-13 million retail stores in India, out of which 9 million are FMCG kirana stores.
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Penetration level and per capita consumption in many product categories is very low compared to world average standards representing the unexploited market potential. Mushrooming Indian population, particularly the middle class and the rural segments, presents the huge untapped opportunity to FMCG players. Growth is also likely to come from consumer 'upgrading' in the matured product categories like processed and packaged food, mouth wash etc. A distinct feature of the FMCG industry is the presence of international players through their subsidiaries (HLL, P&G, Nestle), which ensures innovative product launches in the market from their parent's portfolio.
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Food and Beverages This segment comprises of the food processing industry, health beverage industry, bread and biscuits, chocolates & confectionery, Mineral Water and ice creams. The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks. Indian hot beverage market is a tea dominant market. The major share of tea market is dominated by unorganized players. Leading branded tea players are HUL and Tata Tea. Major players in food segment are HUL, ITC, Godrej, Nestle and Amul.
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THE TOP 10 COMPANIES IN FMCG SECTOR 1 2 3 4 5 6 7 8 9 HINDUSTAN UNILIVER LIMITED ITC NESTLE INDIA AMUL DABUR COLGATE-PALMOLIVE CADBURY INDIA BRITANNIA INDUSTRIES PROCTER & GAMBLE HYGINE AND HEALTH CARE 10 MARICO INDUSTRIES
(Source: secondary data) Factors that will drive growth in this sector: Increasing rate of urbanization, expected to see major growth in coming years. Rise in disposable incomes, resulting in premium brands having faster growth and deeper penetration. Innovative and stronger channels of distribution to the rural segment, leading to deeper penetration into this segment. Increase in rural non-agricultural income and benefits from government welfare programs.
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1% 7% 7% 8% 10% 4% 5% 4% 2% 8% 40% 2% 2% Accessories Entertainment Footware Eating out vacation Music & theater saving & Investment Home textile Personal care Grocery Books clothing consumer durables
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Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians. HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others. With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Vaseline, Lakm, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Walls and Pureit.
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HISTORY In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers". With it, began an era of marketing branded Fast Moving Consumer Goods (FMCG). Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux and VimVanaspati was launched in 1918 and the famous Dalda brand came to the market in 1937. In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956; HUL offered 10% of its equity to the Indian public, being the first among the foreign subsidiaries to do so. Unilever now holds 52.10% equity in the company. The rest of the shareholding is distributed among about 360,675 individual shareholders and financial institutions. The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the company had launched Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was formed. Brooke Bond joined the Unilever fold in 1984 through an international acquisition. The erstwhile Lipton's links with India were forged in 1898. Unilever acquired Lipton in 1972, and in 1977 Lipton Tea (India) Limited was incorporated. Pond's (India) Limited had been present in India since 1947. It joined the Unilever fold through an international acquisition of Chesebrough Pond's USA in 1986. Since the very early years, HUL has vigorously responded to the stimulus of economic growth. The growth process has been accompanied by judicious diversification, always in line with Indian opinions and aspirations.
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Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the most visible and talked about events of India's corporate history, the erstwhile Tata Oil Mills Company (TOMCO) merged with HUL, effective from April 1, 1993. In 1996, HUL and yet another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever Limited, to market Lakme's market-leading cosmetics and other appropriate products of both the companies. Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its 50% stake in the joint venture to the company. HUL formed a 50:50 joint venture with the US-based Kimberly Clark Corporation in 1994, Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex Sanitary Pads. HUL has also set up a subsidiary in Nepal, Unilever Nepal Limited (UNL), and its factory represents the largest manufacturing investment in the Himalayan kingdom. The UNL factory manufactures HUL's products like Soaps, Detergents and Personal Products both for the domestic market and exports to India. The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the Foods and Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General Foods, with significant interests in Instant Coffee. In 1993, it acquired the Kissan business from the UB Group and the Dollops Ice-cream business from Cadbury India. As a measure of backward integration, Tea Estates and Doom Dooma, two plantation companies of Unilever, were merged with Brooke Bond. Then in 1994, Brooke Bond India and Lipton India merged to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus and ensuring synergy in the traditional Beverages business. 1994 witnessed BBLIL launching the Wall's range of Frozen Desserts. By the end of the year, the company entered into a strategic alliance with the Kwality Icecream Group families and in 1995 the Milk food 100% Ice-cream marketing and distribution rights too were acquired.
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Purpose & principles Our corporate purpose states that to succeed requires "the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact." Always working with integrity Conducting our operations with integrity and with respect for the many people, organizations and environments our business touches has always been at the heart of our corporate responsibility. Positive impact We aim to make a positive impact in many ways: through our brands, our commercial operations and relationships, through voluntary contributions, and through the various other ways in which we engage with society. Continuous commitment We're also committed to continuously improving the way we manage our environmental impacts and are working towards our longer-term goal of developing a sustainable business.
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HUL IN NEWS FOR GOOD HR PRACTICES It is not without reason that the largest fast moving consumer goods company in India, Hindustan Unilever (HUL), has been given the 'Dream Employer' status for the third time in a row by market research agency Nielsen. HUL has given India Inc some of its best managers, who have gone on to hold international positions too. But the Anglo-Dutch giant, which has been in India for more than 100 years, is now beginning to devote its attention to its blue-collared workforce - something companies in general in India have not taken too seriously. According to HR experts, while most Indian companies are quick to devise HR programmes for their white-collared staff, HR initiatives for the workers on the factory floor are few and far between. Companies such as HUL are beginning to take the lead here devising programmes specifically targeted at their blue-collared workforce. For HUL it also becomes imperative given the sheer size of its workforce. The company has almost 10,000 workers on its rolls, spread across 35 factories in the country. This is seven times
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They have reached 100 million people with our hand washing, oral care and self-esteem programs, and a further 35 million with safe drinking water. reduce diarrhoeal and respiratory disease through hand washing. improve oral health
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They increased the proportion of our portfolio that meets the highest nutritional standards from 22% in 2010 to 25% in 2011. Reduce salt levels saturated fat: Reduce saturated fat Increase essential fatty acids Remove Trans fat Reduce sugar Reduce calories Provide healthy eating information.
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Weaknesses: network Low export levels. Small scale sector reservations limit ability to invest in technology and achieve economies of scale. Several "me-too products.
extending to rural areas. Strong brands in the FMCG sector. Low cost operations
Increasing income levels will result in faster Slowdown in rural demand revenue growth.
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Nestl is the world's leading Nutrition, Health and Wellness Company. Our mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night. The Company was founded in 1866 by Henri Nestl in Vevey, Switzerland, where our headquarters are still located today. We employ around 2,80,000 people and have factories or operations in almost every country in the world. Nestl sales for 2009 were CHF 108 bn. The Nestl Corporate Business Principles are at the basis of our Companys culture, developed over 140 years, which reflects the ideas of fairness, honesty and long-term thinking. Nestl India is a subsidiary of Nestl S.A. of Switzerland. With seven factories and a large number of co-packers, Nestl India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.
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Nestl processing units in India After nearly a century-old association with the country, today, Nestl India has presence across India with 7 manufacturing facilities and 4 branch offices spread across the region. Nestl Indias first production facility, set up in 1961 at Moga (Punjab), was followed soon after by its second plant, set up at Choladi (Tamil Nadu), in 1967. Consequently, Nestl India set up factories in Nanjangud (Karnataka), in 1989, and Samalkha (Haryana), in 1993. This was succeeded by the commissioning of two more factories - at Ponda and Bicholim, Goa, in 1995 and 1997 respectively. The seventh factory was set up at Pantnagar, Uttarakhand, in 2006.
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The ten principles of business operations Nutrition, Health and Wellness Our core aim is to enhance the quality of consumers lives every day, everywhere by offering tastier and healthier food and beverage choices and encouraging a healthy lifestyle. We express this via our corporate proposition Good Food, Good Life. Quality assurance and product safety everywhere in the world, the Nestl name represents a promise to the consumer that the product is safe and of high standard. Consumer communication we are committed to responsible, reliable consumer communication that empowers consumers to exercise their right to informed choice and promote healthier diets. We respect consumer privacy. Human rights in our business activities we fully support the United Nations Global Compacts (UNGC) guiding principles on human rights and labor and aim to provide an example of good human rights and labor practices throughout our business activities. Leadership and personal responsibility our success is based on our people. We treat each other with respect and dignity and expect everyone to promote a sense of personal responsibility. We recruit competent and motivated people who respect our values, provide equal opportunities for their development and advancement protect their privacy and do not tolerate any form of harassment or discrimination. Safety and health at work We are committed to preventing accidents, injuries and illness related to work, and to protect employees, contractors and others involved along the value chain.
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Social Work
Creating Shared Value says that for our business to be successful in the long run, it must consider the needs of two primary stakeholders at the same time: the people in the countries where we operate and our shareholders. Across our business and value chain in India we continue to ensure that we respond to social needs and environmental issues whilst improving our performance at the same time. Creating Shared Value or Saanjhapan as we call it in India is about the impact of our business and engagement through it. The areas of greatest potential for joint value optimization with society for us are Nutrition, Water and Rural Development. These are therefore at the core of our business strategy and operations.
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Since then, Nestl has set up milk collection centers that ensures prompt collection and pays fair prices, transforming Moga into a prosperous and vibrant milk district. By supplying milk to Nestl, farmers are benefited from the assurance that our collection centers will purchase their entire quantity of milk, however big or small, as long as it meets Nestls stringent quality standards. Furthermore farmers are paid monthly, guaranteeing them a regular income that would not be possible with seasonal crops. Since there is continuous demand from Nestl for milk throughout the year, their occupations are stable ones, assuring them of long term relationships and fair prices. In addition to collecting milk, Nestl has embarked on a number of other initiatives to support the development of dairy farmers in India.
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Nestl recently announced the implementation of the NESCAF Plan in India. The NESCAF Plan is global initiatives by Nestl to bring under one leaf the companys commitment on coffee farming, production and consumption and to help Nestl further optimize its coffee supply chain. To roll out the NESCAF Plan in India, the first NESCAF coffee demonstration farm and training center in the Bindhu Estate in Karnataka was inaugurated by ShriJawaidAkhtar, I.A.S Chairman of the Coffee Board of India; Mr. NanduNandkishore, Nestl S.A.s Executive Vice President and Zone Director for Asia, Oceania, Africa and the Middle East; and Mr. Antonio HelioWaszyk, Chairman and Managing Director of Nestl India. This first coffee demonstration farm in India is intended to help farmers improve the quality, productivity and sustainability of their crops. Through the demo farm, we intend to assist coffee farmers in the states of Karnataka, Kerala and Tamil Nadu to develop their agricultural practices as demand for NESCAF soluble coffee grows in the country. Furthermore, Nestl's research and development teams aim to provide farmers with high-yielding, disease resistant plantlets suitable for Indian conditions. By working closely with Indian coffee farmers for training and development and ensuring competitive prices, transparency and traceability, we are seeking to source coffee sustainably.
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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Methodology doesn't describe specific methods; nevertheless it does specify several processes that need to be followed. These processes constitute a generic framework. They may be broken down in sub-processes, they may be combined, or their sequence may change. However any task exercise must carry out these processes in one form or another.
Convenience sampling procedure is used in this study to collect the data from the respondents. In convenience sampling, as the name suggest, research studies the people who are conveniently available to provide the information. In this study the sample members are the employees of HUL&NESTLE at low and middle level management. This sample comprises of both male and female employees.
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TOOL FOR ANALYSIS: The following is the major tools that were used by the researcher for analysis and interpretation: Percentages to consolidate
SAMPLE: A sample is a unit of an entire population under study. It is generally difficult to study an entire population as a whole, so we tend to consider the true representatives of such population. The sample hence forth selected for conducting a survey for the study should be selected without any bias. I have made all possible attempts to fulfill these rules. The samples have been the representatives of the population and have been considered for the study without any bias.
SAMPLE SIZE: In this research the interaction was made with the Staff who is working in the company. On the basis of particular questionnaire, interaction was made with 40 Staff and their responses are taken into consideration.
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HUL
Less than one year Less than 5-10 years Less than 1-5 years Less than 10-15 years
6% 16% 44%
34%
Nestle
Less than one year Less than 5-10 years 0% 16% 50% 34% Less than 1-5 years Less than 10-15 years
In NESTLE more employees are working less than a year compared to HUL. Employees working less than 1-5 years are similar in both the companies, but when compared to NESTLE more experienced people are working in HUL.
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HUL
YES NO
24%
76%
Nestle
YES NO
28%
72%
In HUL most of the employees are aware of their company policies when compared to NESTLE.
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HUL
YES NO
30%
70%
Nestle
YES NO
34%
66%
In NESTLE employees dont know the services provided by the company when compared to the HUL.
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organization?
HUL
YES NO SOMETIMES
8% 16%
76%
Nestle
YES NO SOMETIMES
6% 14%
80%
The monthly report of human resource department in the NESTLE company was shared well when compared to HUL.
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HUL
YES NO NOT REGULARLY
0%
12%
88%
Nestle
YES NO NOT REGULARLY 0% 8%
92%
The personal files/records of the employees are maintained/updated well in NESTLE when compared to HUL.
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HUL
YES 0% NO
100%
Nestle
YES 0% NO
100%
Both the companies are perfect about their timings and employee attendance.
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HUL
Walk in interview Advertisements Campus Recruitment Consultant agents 0% 4% 12% 20% References
64%
Nestle
Walk in interview Advertisements Campus Recruitment Consultant agents References
0%
16%
20%
24% 40%
The recruitment process in both companies was mostly done through Reference, Walk in interview, Campus recruitment and consultant agents. Both of them are not using advertisements for the recruitment.
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HUL
YES 4% NO
96%
Nestle
YES NO
16%
84%
In HUL salary increment policy was good when compared to NESTLE, where more employees in HUL are satisfied by salary policy.
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HUL
YES 2% 8% NO SOMETIMES
90%
Nestle
YES NO SOMETIMES
8%
6%
86%
The training programmes in HUL are good when compare to NESTLE, where in HUL the employees are getting regular training programmes.
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HUL
YES NO
8%
92%
Nestle
YES NO
14%
86%
In HUL the training programme was good and more employees are satisfied when compared to NESTLE.
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HUL
YES 4% NO
96%
Nestle
YES NO
8%
92%
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HUL
Target achievement Key responsibilities Discipline Attendance
20% 4% 6% 70%
Nestle
Target achievement Key responsibilities Discipline Attendance
4% 4%
16%
76%
The appraisal system in NESTLE was good based on the target achievement when compared to HUL. The key responsibilities of HUL are good for the appraisal system.
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HUL
AGREE DISAGREE
6%
94%
Nestle
AGREE DISAGREE
8%
92%
The present appraisals for the career development in both the companies are good when compared to other and it is quite similar.
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HUL
AGREE 4% DISAGREE
96%
Nestle
AGREE DISAGREE
12%
88%
The HUL was actively participating in promotion activities, where the employees are more satisfied with promotional activities when compared to the NESTLE.
HUL
YES 4% NO
96%
Nestle
YES NO
6%
94%
The working environments of both the companies are good and employees are satisfied with the environment.
16. Are you being provided welfare facilities? ESWARA S ADITYA, 114108 Page 63
HUL
AGREE 4% DISAGREE
96%
Nestle
AGREE DISAGREE
6%
94%
Both the companies are providing the best welfare facilities for the employees such that the employees can provide their best services to the company.
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HUL
AGREE 0% DISAGREE
100%
Nestle
AGREE 0% DISAGREE
100%
NESTLE and HUL are particular in taking care of employees health issues.
18. In case any misconduct does they take sufficient action? ESWARA S ADITYA, 114108 Page 65
HUL
AGREE DISAGREE
14%
86%
Nestle
AGREE DISAGREE
12%
88%
Both the companies are very particular about the misconducts done by the companies, where they will take the strict action on the employees.
19. Is there a proper grievance redressal procedure followed? ESWARA S ADITYA, 114108 Page 66
HUL
AGREE DISAGREE
16%
84%
Nestle
AGREE DISAGREE
18%
82%
20. The overall culture of your organization? ESWARA S ADITYA, 114108 Page 67
HUL
Poor Average Good 2% 20% 8% Very Good
70%
Nestle
Poor Average Good 2% 18% Very good
22%
58%
The culture of HUL was very good when compared to NESTLE, where the culture was more average in NESTLE.
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FMCG sector will continue to see growth as it depends on an ever-increasing internal market for consumption, and demand for these goods remains more or less constant, irrespective of recession or inflation. This sector will see good growth in the long run and hiring will continue to remain robust. Thus the Good Human Resource Practices Plays very Important role in the success of the organization. Because ultimately everything starts with people and Employees are the most important assets of the organization. And to keep employees satisfied and retain them in the organization for long run in this competitive environment has become very difficult. So to retain the Talent in the organization and to create new talent and skill is very tough. That is why HR practices should be such that it not only Retain talent in the company but contribute for the development of the company.
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