A SUMMER INTERNSHIP PROJECT

ON
“PERSONAL SELLING OF ORGANIC AND HEALTH
SUPPLEMENT PRODUCTS OF GENEMO LABS”
FROM

“GENOMELABS BIO PVT LTD. “

AT: BANJARA HILLS, HYDERABAD

PREPARED BY
SUBASH CHANDRA
ROLL NO- 27-081
BATCH- (2018-20)

Under the guidance of

SIP Mentor
8p/Senior asst. professor, vjim
And
Company Mentor -Mr.Suraj Pynda
Marketing Manager, Genomelabs bio pvt ltd.
SUBMITTED TO

SIVA SIVANI INSTITUTE OF MANAGEMENT

SSIM, Kompally, Hyderabad, Telangana- 500090
General description of the internship:

Title of the SIP Project: Personal Selling of Organic and Health

supplement Products of Genomelabs
Name of the Student: Subash chandra

Name of the Company: Genomelabs Bio Private Limited

Department: Marketing and Sales

Company mentor details:

Name Mr. Suraj Pynda

Designation Marketing Manager

Contact Details 9346458198

Email id marketing@genomelabs.com

Company address PNR Group, Plot No. 28 Rao &, Raju

Colony Rd, No.2, Banjara Hills,
Hyderabad, Telangana 500034

Contact details 040 2355 6690

Website http://genomelabs.com/
 DECLARATION

I hereby declare that this Project Report titled “Personal selling of organic and health
supplement products of genomelabs ” submitted by me is a bonafide work undertaken by
me and it is not submitted to any other Institution or university for the award of any
degree/diploma certificate or published any time before.

Signature of the student

Subash chandra
Roll no- 27 -081
 CERTIFICATE

This is to certify that the Project Report titled “Personal selling of organic and health
supplement products of genomelabs” being submitted to Siva Sivani Institute of
Management is a bonafide work done by Subash chandra, bearing roll no.27-081, under
my guidance.

Date

Signature of the Guide

Name:
 ACKNOWLEDGEMENT

The summer project at Genomelabs Bio Private Ltd. has been an enriching experience;
the learning of project will go a long way enabling me to achieve my future endeavors.

The project report is the outcome of the backing and encouragement of a number of persons
whom I have been associated during the past three months. With great pleasure I expressed
my sincere gratitude to all who have spared their valuable time and helped me in the
preparation of report.

Firstly, I would like to thank Mr. Suraj Pynda (Marketing Manager, Genomelabs) under
whose guidelines the project was taken.

I extend special thanks to Prof. Subash Tej and all PGDM faculty members for their kind
support during the tenure of my project.

I am particularly grateful to Mr. Prem Pynda (Project Guide) for providing guidance at
every point of time. His suggestions were helpful at every aspect.

Last but not the least I extend sincere thanks to all those who have helped me directly or
indirectly in this project, and SSIM for providing me such a good opportunity.
 EXECUTIVE SUMMARY

As a student of PGDM, it is a part of a study for everyone to do summer project at some good
organization. so, for that purpose, I have done Summer Internship at Genomelabs Bio Private
Limited.

The present business scenario is totally customer oriented. Each company faces stiff
competition from competitors, each provides the best services at competitive rates. As a result,
the customer has a lot of choices to get the best at the less cost. To face this competition, it is
very important to know customer’s behavior towards different products and services.

The present aim of examining the Consumer behavior towards organic and health
supplement products of genomelabs. As GENOMELABS is a young entrant in the
healthcare sector that focuses on the physical wellbeing and quality of life of individuals by
offering a holistic model of wellness. Genomelabs is a scientifically driven, social
responsibility driven, nutraceutical company with an exceptional team

Genomelabs has launched several products in past three months so they need sales man to sell
their product only in premium gym and store as their price is high as compared to other organic
and health supplement company’s product , even they hired intern to do survey about
genomelabs product in the market . The information is collected with the help of questionnaire
through personal selling of product and study is revealed that most of the customer and trader
are satisfied with genomelabs product as this product has lot of health benefits.

A lot of new things which was being learned during this program like how to keep updating our
product by improving the quality of product on regular basis from making every event as an
opportunity for marketing material of the organization.
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 Personal Selling of organic and health supplement products of genomelabs

Introduction:

India is currently the most potential market for health and wellness industry due to its
overwhelming population and well aware families .Organic farming practices are in India
for centuries and there are many parts of the country where people only prefer to eat organic
(Sikkim ) .The rise in consumption of organic products is so much that total consumption of
organic products .In the last couple of years has exceeded total consumption of organic
products in the last couple of years has exceeded total of organic product over the last few
decades . But as per the statistical Data available, the total percentage of food market for
organic products in India is still not more two percent whereas in developed countries like
USA, china, France, Germany, Canada and many others, the food market for organic
products is in multiple billion dollars. Organic food products are comparatively expensive,
non-availability of them is also considered a major factor for small market of organic. Even
in most of known supermarkets in India like Big Bazar, Reliance, Easy day, Ratnadeep,
Spencer etc., organic food products only make 3 to 5 % of total food products available there.

“Health supplements “mean any product that is used to supplement a diet and to maintain,

enhance and improve the healthy function of human body and contains one or more or

i. a combination of the following: vitamins, minerals, amino acids, enzymes, probiotics

and other bioactive substance.

ii. Substance derived from natural sources, including animal, mineral and botanical
materials in the form of extracts, isolates, concentrates, metabolites.

iii. Synthetic sources of ingredients mentioned above .it is present in dosage forms in
small units’ doses such as capsules, tablets, powder, liquids.

With today’s lack of nutritional value in our daily diet and unhealthy lifestyles, there is a g

Growing need of additional nutrients for our body which can be supplemented through

Nutraceutical products made with natural based ingredients like herbal extract, vitamins,

Minerals, Antioxidants, Amino acids and probiotics.

Nutraceuticals

Health Supplements or Nutraceuticals comprise ingredients (including vitamins and

minerals) that provide nutritional and physiological effect, and other substances, such as
additives, required in preparation of the products. The ingredients include vitamins and
minerals, plant and botanicals, herbs, other substances from plant and animal sources, amino
acids, proteins, dietary fats, fatty acids, carbohydrates, probiotics enzyme etc.

These supplements are categorized into 3 major verticals:

i. Health & Wellness Supplements

Nutraceutical pharmacy focusing on supplement for various health segments related

to brain & memory, Asthma & respiratory system, joint pains, Diabetes, Digestion,
heart, eye, immunity, kidney, liver, skin &hair, mood & stress, sleep, weight .

The nutraceuticals products list is completely endless. All these problems can be

Overcome with the appropriate ingredients that can ensure a healthier body & soul.

ii. Nutrition Supplements & foods

A continuous supply of nutrients in our human body is very important. This vertical
cover product categories with high nutritional value and super foods like healthy
juices, oils, flours, rice, noodles, pasta, breakfast cereals, millets, tea, coffee, ghee,
honey, soups and seeds.

iii. Sports Supplement

This consist of products range, keeping in mind the adequate amount of energy
needed for a sportsperson. They have brands with all forms of protein supplements
like hi-volt whey protein supplement which are required for building and recovering
muscle strength for workout and sports activities.

The way nutritional education in India will grow, the sector will grow accordingly. As per

The figures revealed by FSSAI India’s health supplement and nutraceutical industry is

Rapidly growing and is poised to be USD 10 billion industry by 2025. Due to exponential

Growth and rising per capita income the demand for health supplements is growing

Exponentially.
 MARKET SCENARIO

Still the nutrition education and awareness are very poor. consumers are lured by various

kinds of advertisement and compensated with various kinds of free sale schemes rather than

giving them the right quality nutritional products .so many channels have been involved in

between the manufacturers and consumers which is affecting the product quality.

The Road Ahead

Healthcare is emerging as one of the largest sectors in terms of revenue and employment. As

Per the report shared by IBEF, the Indian healthcare sector is growing at a brisk pace due to its

Strengthening coverage, services and increasing expenditure by public as well private players.

There is a significant scope of gross domestic product (GDP) is rising. Rural India, which

Accounts for over 70 percent of the population, is set to emerge as a potential demand source.

Hence, we see ample retail growth for this segment.

MARKET GROWTH

The nutraceutical market broadly consists of two major segments -Food supplement and

vitamins and mineral supplements, the former constituting over 60 percent of the market and

rest 40 Percent comes from the latter. Nutraceuticals market penetration in urban India is at

around 22.5 percent, while it is comparatively low in rural India at 6.3 percent. The urban

penetration is more as demand for protein supplement is increasing among the urban youth due

to rising desire towards maintaining fitness and building a strong physique.

ORGANIC FOOD

Organic packaged food and beverages is an emerging niche market in India and its primary consumers
Are urbanites. The total market size for organic packaged food in India in 2016 was Rs.533 million,
Growing at 17 % over 2015,is expected to reach Rs.871 million by 2021.
 Figure: Market size of packed organic food and beverages (in INR million)

Figure: Turnover of top organic companies (in INR crore).

Figure: Market share in packaged foods and beverages in 2018

Figure: Organic crop share in India (FY2018)

Figure: Indian organic packaged food market size -2016-2020 (Retail Value RSP INR million)

Categories of Food Supplements

Supplement
Malted Beverages

For nutraceutical, marketers follow end-user demographic market segmentation (like infants,

children, youngsters, women, senior citizens etc.) and the products are positioned for each of

these segments, and the marketing messages revolve around benefits to the end users (like boosting

energy, body health — bones, joints, weight management).

 COMPANY OVERVIEW

Genomelabs Bio Private Limited is a Private incorporated on 25 April 2016.

GENOMELABS is a young entrant in the healthcare sector that focuses on the physical wellbeing and
quality of life of individuals by offering a holistic model of wellness .Genomelabs is a scientifically driven
,social responsibility driven , nutraceutical company with an exceptional team .They focus on working with
a precise understanding of an individual’s requirements aiming to develop the world’s highest quality
nutraceutical products through this process .They offer a unique portfolio of products and formulations that
support wellness and prevention across a broad range of therapeutic areas .They also have an extensive
pipeline of promising new product that have the potential to prevent some of the most feared diseases of our
times .Moreover ,as a “vertically integrated “ company they cover the entire span of a products life cycle
from the process of manufacturing , marketing , distributing and selling that product – from beginning to
end .It is classified as Non-govt company and is registered at Registrar of Companies, Hyderabad.

Its authorized share capital is Rs. 10,000,000 and its paid-up capital is Rs. 10,000,000. It is involved in
Research and experimental development on natural sciences and engineering (NSE). It is a research driven
organisation they have an established state of the art R & D facility that undertakes different services like
concept to consumer solutions, new product development, stability studies, analytical method development
and commercial manufacturing.

Genomelabs Bio Private Limited's Annual General Meeting (AGM) was last held on 29 September 2018
and as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed on 31 March
2018.

Directors of Genomelabs Bio Private Limited are Nagaraju Pathapati, Suresh Raju Patapati, Lakshmi Dandu
and Ashok Kumar Desu

AREAS OF GENOMELABS FOCUS

Maintain a world class R&D centre and global distribution infrastructure to provide products in Lifestyle
Disease Prevention, Medical Nutrition Therapy and Smart Supplementation.
Areas of focus include
 Wellness, Fitness and Lifestyle – Blood sugar control, meal replacement, weight management,

 menopausal care, improved digestion, muscle growth and physical endurance.

 Nutri-Cosmetics – Hair and Skin care, Hair fall treatment, and Anti-aging products.
 Clinical Nutrition – Formulations for cardiac & liver health, as well as renal, cancer and
  hyper-metabolic care. Enteral nutrition for pre-operative, post -operative and terminally ill patients.
 Nutri-Confectionary – Vitamins & Nutrients delivered as delicious gummies, bars and RTD.

HOW THEY OPERATE

 Integrate QA – They ensure QA of their products from the development stage onwards, ensuring
quality and safety are never compromised
 Concept to Consumer Solutions – They provide A to Z set of solutions, from product research,
development, and manufacturing to compliance, design, and marketing
 Reputed Research Institute – They work with top-tier, global research institutes in wellness
supplements, cosmetics, Ayurceuticals, herbals and nutritional formulations.
 International Standard -They comply with the highest industry standards for laboratory procedures
and documentation processes, ensuring full compliance with national and international regulatory
bodies.
 Highest- Quality – They source the highest quality raw materials on the planet for each product.
Value Chain Analysis

Procurement Prospects: Lack of Proper Supply-Demand

Customer Analysis: Three Type of Customers

- Distributor, Retailer, Franchise

 Poor awareness of Organic Products

 Customer are price sensitive
 High Interest in trying organic product

VISION

Their vision is to deliver the highest level of physical, social, and mental wellbeing within the society.
Moreover, they want to break the barriers in healthcare by creating effective and affordable formulations for
consumers across different socio-economic classes.

MISSION

Their Mission
  is to offer the best remedies to enhance human health and wellbeing by using the marvels of
contemporary scientific healthcare.
 Develop the most innovative, reliable and assured quality products that help consumers stay fit,
prevent ailments and illnesses.
 Formulate natural remedies and products that are low in cost and affordable for consumers across
different social strata
 Use research and technology to its best for finding simpler, cost effective and cheaper ways of
manufacturing wellness, Ayurceuticals and Nutra care products.

PHILOSPHY

They believe that research begets solutions and solutions begets a better life .This philosophy has
encouraged them to commit themselves into comprehensive research and development towards the
manufacture of novel products that can help consumers lead a better and healthier life .They look forward to
holding this philosophy close to their hearts and keep finding newer, natural and health endowed products .

PRODUCTS

 Super Herb -Ashwagandha

 Super Herb -Cinnamon
 Super Herb -Korean Ginseng
 Super Herb – DHA Gummies

 Super Herb – Anti Hair Fall Gummies

 Super Herb – DHA + Multivitamin Gummies
 Fitbar – High Protein Energy Bar
 Fitkidz – Multivitamin Bar
 Hi-Volt -Whey Protein
 Super Herb – Ashwagandha Sip
 Ayush products
 Super Herb -Korean Ginseng Sip etc

TRENDS

 Expansion of organic product across whole India

  Marketing initiatives and the emergence of new flavours of product (like vanilla flavour for Hi-volt
whey protein)
 Research on new types of nutri-cosmetics, clinical nutrition, nutri-confectionary and many more

Challenges faced by Genomelabs

The challenge is reduced by their team which spends a lot of time and effort to identify and train farmers
who are open to organic cultivation. Many farmers are aware that they are using more and more fertilizers to
maintain same production levels due to depleting soil conditions. Therefore, they recognize that unless they
change their farming practices, they will face major issues some years down the line, if not immediately.
Their team handholds them to help them migrate to organic cultivation in the mandatory 3-4-year transition
period. The process of certification is expensive, but They bear the costs.

Need Gap Assessment

The organic food market has three key areas of addressable need gaps

 Key Areas of consumers’ decision making namely – availability, price points, certification and
information. This area is currently characterized by ‘high importance and low satisfaction’ for the
consumers of organic food.
 Concept of organic food – health benefit, freshness and taste. Currently they are placed by
consumers at ‘high/ moderate importance and high/ moderate satisfaction’
 Visual appeal and portion size/quantity – can play an increasingly important role in future to enable
multiple brands to differentiate themselves. Currently as it is characterized by ‘low importance and
low satisfaction’.
 Advantage of Genomelabs
In today’s health market ,the real challenge is to churn out effective and innovative products within a short
span of time .Moreover the products have to be absolutely safe , affordable , and should yield immediate
results .This difficult winning formula needs expert handling and GENOMELABS is the perfect answer to it
.They are the preferred partner for new product development and manufacturing of wellness and fitness
formulations as we offer studied innovation , with reduced product development cycle ,reduced costs and
uncompromised quality .we handhold clients throughout the entire product development life cycle from

product formulation, to developing alternatives, building the actual products, packaging it in safe and
hygienic conditions and finally distributing it across heterogenous markets. Moreover they use the best
industry practices and high quality raw materials to ensure absolute safety in consumption of any of our
consumables.

CONCEPT TO CONSUMER SOLUTIONS

All products begin with an idea, a concept , a thin vision of something that needs to be solved or improve
.At this stage the biggest challenge is to convert that amorphous idea into something that’s real and this is
where they step in .Costumer can trust them with complete concept to consumer solutions and they assured
that they will deliver it in the best possible way .

As a “One stop solution provider “They deliver services across every product development stage. Their
CTC model is ideal for start-ups, companies looking to diversify into new verticals or overseas companies
eager to enter the Indian Market.

Their Concept to Consumer Solutions (CTC) include:

 Concept Development
 Formulation Studies
 Stability and Clinical Studies
 Commercial Manufacturing Packaging Design
 Regulatory Approvals
 Post Market Support
PMCI REPORT (PRODUCT-MARKET-COMPANY- INDUSTRY) ANALYSIS

1.Product

Genomelabs is a young entrant in the healthcare sector that focuses on the physical wellbeing

And quality of life of individuals by offering holistic models of wellness. They offer a unique

Portfolio of products and formulations that support wellness and prevention across a broad range

Of therapeutic areas.

Following are the products of genomelabs:

 Super Herb -Ashwagandha
 Super Herb -Cinnamon
 Super Herb -Korean Ginseng
 Super Herb – DHA Gummies
 Super Herb – Anti Hair Fall Gummies
 Super Herb – DHA + Multivitamin Gummies
 Fitbar – High Protein Energy Bar
 Fitkidz – Multivitamin Bar
 Hi-Volt -Whey Protein
 Super Herb – Ashwagandha Sip
 Ayush products
 Super Herb -Korean Ginseng Sip etc.

HI VOLT PROTEIN POWDER

Health Benefits:

• It provides protein and amino acids, which serve as building blocks for increased muscle growth.

• Provide energy for the body’s growth, improve muscle protein synthesis and promote the growth
of lean muscle mass.

• Whey protein is a complete, high-quality protein, containing all of the essential amino acids.

• As a dietary supplement, whey protein is widely popular among bodybuilders, athletes, and others
who want additional protein in their diet.

• USP: Product contains Patented Korean Ginseng Extract (Panax Ginseng also known as Asian or
Korean)

Hivolt’s specially formulated imported whey protein concentrate and isolate is sourced from the
highest quality manufacturer in the world. our blend contains MCT’s, FOS’s, and Ginseng ,
providing a mix of essential health benefits in each serving .

FLONEY LINDEN HONEY

Rich source of

 Vitamins - B1, B2, B3, B5, B6, E, H, PP, C

 Minerals - potassium, calcium, magnesium, manganese, phosphorus, zinc

 Antioxidants - polyphenols, flavonoids, tannins, also some essential oils

 Natural Enzymes & Amino Acids

 USES

 External application on skin helps it to rejuvenate & glow

 External application also helps in healing skin problems like eczema, burns, rashes

 Effective against respiratory infections

 Promotes healthy liver function

 Calms the stomach & improves digestion

 Helps alleviate insomnia

 Boosts body immunity

 SOURCED DIRECTLY FROM THE HUNGARIAN BEEKEEPERS

 Floney Linden Honey is sourced directly from the expert beekeepers of Hungary with decades
of experience in harvesting outstanding quality of honey.

ACACIA HONEY

• Imported from Hungary

• The best honey in the world

• The healthiest natural sweetener

• It is very special and a truly 100% pure Honey

• Raw organic monofloral honey

• Has high nutritional and health benefits

• Cleanses the liver, conditions the intestines, and is beneficial for the respiratory system due to
antibacterial properties.

• Rich in anti-inflammatory properties.

Ashwagandha sip:

SUPER HERB Ashwagandha Extract is sustainably extracted from organic, certified Non-GMO
ashwagandha root via a proprietary green extraction process without using any chemicals.

 Restoring overall health & energy

 Increasing strength & immunity
 Improving memory power & concentration
Korean ginseng Sip: -

 Immune booster
 Stress management
 Vitality & endurance
 Balance & restores energy

Flax Seed

 Flax seeds (Linseed/ Linum usitatissimum) are believed to be one of the planet’s earliest crops,
having been grown in various ancient civilizations throughout the world, especially Egypt, for
thousands of years.
  The seeds are rich in protein, nutrients and notably Omega-3 ALA which is known to reduce
inflammation and prevent heart disease.

 The seeds provide the richest plant source of lignans available, which have powerful antioxidant
properties known to fight cancer.

 Flax seeds can be your super food of choice.

PUMPKIN SEEDS

 Native Americans considered as a treasured food for

dietary & medicinal purposes.

 Be it a quick afternoon snack or a healthy snacking option for those long car rides, pumpkin seeds
are a perfect choice for satisfying your hunger pangs.

 BEST NATURAL SOURCE OF MAGNESIUM & ZINC

 Contain both Omega-3 and Omega-6 fatty acids, along with fiber, nutrients, phytochemicals and
antioxidants.

 Among all nutrients, they are best known as rich plant-based source of ‘heart-healthy’

 Provide strong health benefits for gut, liver and heart.

  Also contain high amounts of magnesium, essential for hundreds of bodily enzymatic reactions
enabling healthy brain, bone strength, and muscle functioning as well as overall physical and
mental well-being.

 Pumpkin seeds can be mixed into salads, blended into sauces, or simply enjoyed roasted or plain.

 Being Certified Organic and sourced from the highest quality processing units around the world.

 Super Food Pumpkin Seeds can truly be a super food for you.

MULTIPLE HEALTH BENEFITS

 Best natural source of Magnesium for healthy heart

 Contains Zinc for immunity, bone health

 Antioxidant and Anti-inflammatory

 Contains Tryptophan for enhanced sleep quality

 Promotes prostate & bladder health in men

USAGE

 SUPER DIET® Pumpkin Seeds can be eaten raw or roasted as a mid-day snack. If you

 want a pop of flavour or crunchiness, they can be easily added as garnishing on top of

 your sautéed vegetables, salads, soups, smoothies, cereal or cookie dough. They are

 highly portable and eating them regularly can reduce different mineral deficiencies in yourbody.
CHIA SEEDS

 Chia seeds have been grown in the Central America region by ancient civilizations, including the
Aztecs, for over 5000 years.

 The seeds are loaded with nutrients including calcium, potassium, magnesium and Omega-3 ALA

 Provide a host of benefits including clearer skin, healthy heart and improved mental health.

 Chia seeds are rich in protein and fibre, and have a unique texture when mixed with water, aiding
proper digestion, nutrient absorption, and healthy gut bacteria balance.

 Chia seeds have a light flavour and can be added to your diet in many ways, including as a powder
in your foods, mixed in a beverage or baked into your breads.

 Super Diet Chia Seeds are Certified Organic

 Sourced from the top processing units in the world, making them your super food of choice.
QUINOA SEEDS

 Fibre helps improve overall digestive health

 Protein helps in tissue repair & growth

 Contains Riboflavin (vitamin B2) which gives energy

 Promotes healthy heart

 Provides Antioxidants and Minerals which increase immunity

 100% Certified organic

 SUPER DIET Quinoa is sourced from the highest quality organic quinoa farms.

 Processed at the best seed processing units in India, so that you get the absolute best quality
product in every package.

USAGE: SUPER DIET Quinoa has a delicious mild flavour and an appealing texture. This versatile
seed can be used in multiple ways to supplement any meal from breakfast to dinner.

 It can be made into porridge or added to salads or steamed as a rice substitute or ground into flour
to make bread.

 With so many ways to eat it and so many health benefits, it is a super grain to add to your pantry.
 Super Herb Korean Ginseng

 Stress Management
 Immune Booster
 Mind and body balance

Super herb Korean ginseng provides 15x greater potency and 4x faster absorption than any other
Ginseng product available in the world.

Super Herb Ashwagandha

 Energy booster
 Sports endurance
 Super herb Ashwagandha offers the highest concentration of root extract, making it the world’s best
Ashwagandha

Super Herb DHA Gummies

 Brain Health
 Improves
 Cognitive Function
 Heart & Blood Health

Extracted DHA from algae makes it a pure veg gummy and is the key ingredient of Super Herb DHA
Gummies.
Super Herb Anti Hair Fall Gummies

 Hair Regrowth
 Long & Strong Hair
 Skin & Nails Health
 Support Energy & Wellness
 Super Herb Anti Hair Fall Gummies is a first of its kind formulation bringing together the most
effective nutrients for hair care and hair root strengthening .it is sweetened with pure honey.
Super Herb DHA + Multivitamin Gummies

 Kids health

 Nutritional Balance

 Growth & Development

Super Herb DHA+ Multivitamin Gummies provide essential health benefits for your kids.

Super Herb Gummies are 100 % vegetarian, GMO- free and gelatin free.

2. MARKET
Genomelabs create their market in Hyderabad and trying to establish their market in other cities of India.
It is classified as Non-govt company and is registered at Registrar of Companies, Hyderabad.
Its authorized share capital is Rs. 10,000,000 and its paid-up capital is Rs.0.

Major Competitors are:

 Brown Tree
 Sresta natural bio pvt ltd
 Organic Tattva
 Organic India
 24 mantra
3. COMPANY

Genomelabs Bio Private Limited is a Private incorporated on 25 April 2016.

GENOMELABS is a young entrant in the healthcare sector that focuses on the physical wellbeing

And quality of life of individuals by offering a holistic model of wellness. Genomelabs is a

scientifically driven, social responsibility driven, social responsibility driven, nutraceutical company

with an exceptional team. They focus on working with a precise understanding of an individual’s

requirements aiming to develop the world’s highest quality nutraceutical products through this

process. They offer a unique portfolio of products and formulations that support wellness and

prevention across a broad range of therapeutic areas. They also have an extensive pipeline of

promising new product that have the potential to prevent some of the most feared diseases of our

times. Moreover, as a “vertically integrated “company they cover the entire span of a products life

cycle from the process of manufacturing, marketing, distributing and selling that product – from

beginning to end. It is classified as Non-govt company and is registered at Registrar of Companies,

Hyderabad. It is involved in Research and experimental development on natural sciences.

It is a research driven organisation they have an established state of the art R & D facility that

undertakes different services like concept to consumer solutions, new product development, stability

studies, analytical method development and commercial manufacturing.

Genomelabs Bio Private Limited's Annual General Meeting (AGM) was last held on 29 September

2018 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed

on 31 March 2018.
 4.INDUSTRY

Genomelabs is a young entrant in the healthcare sector that focuses on the physical wellbeing and quality of
life of individuals by offering a holistic model of wellness. They offer a unique portfolio of products and
formulations that support wellness and prevention across a broad range of therapeutic areas. Basically, they
are operating only in Hyderabad for health supplement and organic product.

Though genomelabs ties up with retail stores like Balaji grand bazar, Q-mart, Ratnadeep and organic
stores but their major focus on premium retail store and gym.

The emergence of organic product is helping customers to prevent from disease like Blood sugar,
Obesity, digestion problem, physical endurance and many more. Organic provides a choice of
healthy life to consumers by providing healthy product. The market research company Ecovia
Intelligence estimates that the global market for organic food reached 89.7 billion dollars in 2016.
Most of the major market continue to show double-digit growth rates including India.
The main reason for this growth can be attributed to the growing health concerns among consumers
And increasing awareness with regard to the health benefits of organic product.

Challenges & Opportunities

The challenge is reduced by their team which spends a lot of time and effort to identify and train

farmers who are open to organic cultivation. Many farmers are aware that they are using more and
more fertilizers to maintain same production levels due to depleting soil conditions. Therefore, they
recognize that unless they change their farming practices, they will face major issues some years
down the line, if not immediately. Their team hand holds them to help them migrate to organic
cultivation in the mandatory 3-4-year transition period.

The organic is a lucrative business, and most of the companies in India foresee a double-digit growth in
the sector. However, there certain business risks such as lack of willingness of farmers to engage in
organic agriculture due to low yields, risk of contamination and spoilage of organic produce, fraud and
malpractices, high taxes and multiple government bodies doing piecemeal regulations in the organic
sector, among others. These risks have to be addressed through policies such as providing subsidies to
cover the losses when the yield is low, creating a vision document which contains what the government
wants to do and what it expects from the businesses, coordinating the functions of the different ministries
and departments across centre and states so that they can create holistic organic regulations, and reducing
 the tax burden on the businesses. This will not only mitigate business risks, but also encourage more
businesses to invest in the organic sector, create employment and increase income of farmers.

Organic product is a holistic approach in the Indian environment. The main stakeholder is the source,
and challenges faced during organic farming can be overcome with a smart strategy, scientific
Planning, responsible public activity and government support. The modern farming methods used
Chemical fertilisers, synthetic pesticides, germicides, herbicides and genetically engineered seeds as
an integrated approach to harvesting.

Organic farming as a whole is quite an expensive process that involves constant expenditure.
So, the challenge is convincing farmers to shift to organic which might result in an immediate
Commercial impact on their income. Private players in the industry give the assurance in form of
Financial training to the farmers that their losses will be compensated, and their produce will be taken
Care. In fact, Availability of certified organic seeds is a major issue in organic farming hence most of
The farmers are forced and advised to use the conventional seeds only as they could be treated with
Chemicals. Consumers often can’t identify truly organic products. With the advent of technology and health
awareness throughout the world, Indians are also getting into the habits of healthy living, and that is
responsible for the popularity of organic product. Until a few years ago, there was no policy or framework
for organic food products to be sold in India. Anyone could sell anything, under the label of organic. This
created a lot of trust deficit among the consumers. Certifications has been made mandatory for anyone who
claims their products as organic but has Created a huge confusion among the farmers as well as
consumers.
The high prices of organic products act also impact the market. Because of some influencing factors, the
Final prices of organic produce are higher than the conventional products. In the Indian perspective,
Customers usually opt for cheaper options and this factor hugely impacts the organic produce market.
Right from expensive organic farming methods, limited production, supply chain irregularity, storage
And preservation to market competition, organic produce stays on a higher side of the cost factor, but
With government support and proper supply chain mechanism, the prices can be reduced Also, Public

Awareness and knowledge are also important for people to understand the benefits of organic food

in the long run. Organic produce is an emerging market in India, clocking a turnover of Rs3,350 crore
in 2016 and is expected to treble it by 2020. The biggest challenge is to stay true to vision of helping
farmers earn a better livelihood and provide consumers the option of safe and quality food, while
building sustainable business. However, there is little or no support from banks and regulators though
there is a lot of lip service on priority sector.
At present, the market for ready-to-eat/cook foods (RTE/RTC) in India is estimated at ₹600 crore

(excluding the noodles category) and is expected to grow at 20-25 per cent every year. The market

for RTD has been pegged at more than Rs.1000 crore. Most of the companies operating in India

foresee a high growth potential of their organic businesses at present and in the future. On average,

companies predict a 14 per cent growth rate in their organic business currently, and 20 per cent

annual growth rate in the next five years. This indicates that sentiments are mostly positive and organic

sector is fast-growing in India. Genomelabs has established state of the art R&D facility that undertakes

different services like concept to consumer solutions, new product development, stability studies

, analytical method development and commercial manufacturing.

GENOMELABS TECHNOLOGY PARTNERS

GENOMELABS MANUFACTURING PARTNER

 GENOMELABS CLENTS

SWOT ANALYSIS
  Highly experienced supplier & distributor
 Ability to sell products online
 Strong portfolio
 More efficient operational structure
 Diverse stock of organic foods
 Strong Management

 Perishability of products
 Seasonality
 Storage and Transportation issues
 Premium pricing
 Buyers /consumers driven market
 Lack of established market
 Limited flexibility in pricing
 Competitors are offering similar products in less price

 Large untapped market -widening consumer base

 A developing segment of health-conscious people
 Ability to develop additional stores
 Potential of developing markets
 Affiliate relations with suppliers
 Fast growth of market
 Customer loyalty
 Changing customers tastes / needs
  Growing health concern

 Certification issues
 Adverse weather conditions
 Competition
 Input supply
 Changing in regulations can impact the business
 Products are already sold by major competitor
 Disruption of production facilities

PORTERS FIVE FORCES MODEL

Porter’s Five Force Analysis

Competition
The largest competitor for Genomelabs is Sresta natural bio pvt ltd. (24 Mantra) followed by Brown Tree,
Organic India and Organic Tattva. India organic food market is projected to grow at a CAGR of over 23%
by 2023, on account of favourable government policies supporting organic farming coupled with
rising land area under organic cultivation. Online availability of organic food products and shifting
consumer preference towards organic food are among the major factors expected to boost demand for
organic food products in India during the forecast period. Expanding marketing and distribution channels
coupled with increasing number of health-conscious people is also anticipated to fuel organic food
consumption in India until 2022. The organic foods market projected to hit ₹ 10,000 crore by 2020,
according to Associated Chambers of Commerce and Industry of India (Assocham) report. The term
‘organic’ attracts premium pricing, there are huge incentives to game the system and sell pretty much
anything under the umbrella term.

Sresta natural bio pvt ltd .is the market leader in organic industry in India with market share of approx. 30
percent but Genomelabs is new entrant in organic industry.

Threat of new Entrants

Threat of new entrants is very low in this industry and the following factors are responsible:
Brand name: It has taken approx. 3 years to build their brand and it’s not easy for a new company to
compete in this industry
Huge initial investment: The high cost of setting up manufacturing plants, Research lab, High technology
equipment, Complicated Government certification, transportation channel and distribution channel is a big
barrier for new entrants.

Threat of substitute products

The threat of substitution is high for organic industry with products like Hi-volt whey protein, super herb-
ashwagandha sip , honey ,coconut oil available online and offline .For people who want to take organic
sunflower oil for their health benefit, they can take 24 mantra brand of sunflower oil at low price .

If the threat of substitute is high, then Genomelabs must either continuously invest into R&D or it risks losing
out to disruptors in the industry.

Supplier power
Supplier power is high in case of Genomelabs. Following are the suppliers for the company:
Raw materials such as ginseng, which is imported from Korea, cinnamon imported from US and
ashwagandha are standard, and the suppliers can’t be easily

replaced. Other factors such as labour, skilful employer would be a problem for the company. If suppliers
have strong bargaining power, then they will extract higher price from the Genomelabs.

Buyer Power
The bargaining power is less in organic product as this product is in premium category which is mostly
taken by rich people .Genomelabs has tie up with expensive gym ,super market stores and almond restaurant
which gives only 10 percent discount on each product so there is no bargain in price apart from 10 percent
discount .
If the buyers have strong bargaining power, then Genomelabs have to reduce price thus limiting the
potential of Genomelabs to earn sustainable profits.

Research Methodology

The research process consists series of activities. The research approach adopted to study the market situation,
sales and distribution channel of Genomelabs Bio Private Limited through questionnaire, direct face to face
feedback etc.

Developing the research plan: The data for research has been collected through a structured questionnaire.

Collection of data: I was asked to do the survey for Genomelabs Bio Private Limited in Organic retail store
and premium gym in Hyderabad and collected data during working in field took feedback from small retails,
small supermarkets, gym etc. It is primary data. Secondary data have been collected through company website,
research papers and internet.

The objective of survey to understand marketing situation of Genomelabs ’s products and competitors’
products in organic and health supplement stores.

 To evaluate the competitors in organic and health supplement stores.

 To study customer satisfaction and their loyalty
 To study purchasing behavior of customers towards organic products

Limitations:

 Brand Name -people couldn’t identify the brand

 As Hyderabad is already a Competitive Market, it was very difficult to sell new company organic
products
 We were sent only to limited premium organic store and gym which made very difficult to generate
more revenue.
 Discount varies on products between different organic store and premium organic store and gym
which made difficult for customer to take decision as there is fluctuation of price of products.
 Problems with the company’s website
  Travelling to certain areas which doesn’t have proper transportation facility

Analysis & Findings/Results:

Recommendations and suggestion

 Company need to increase advertisement to increase the awareness of Genomelabs products in

Hyderabad. It can be used digital market which is one of the best platforms for advertisement in low
budget.
 Company need to more focus on distributor who is currently supply in the Hyderabad because around
27.71% of retailers have problem with current distributor like supply and regularity. Company should
act on it. Because as it is found that some of them started stopping to buy genomelabs’s products.
 In seed category company need to focus more because only 8.82% of outlet sales Parag’s butter. Sresta
Natural Bioproducts pvt.ltd. is the market leader and the availability of Sresta organic product is 28 %
which covers many outlets compared to genomelabs bio pvt ltd.?
 Company is lagging in product category. So, they should entre in different product category.
 Organic should be given the status of an industry and specific policies shall be adopted. For example,
exemption from GST will help in reducing the cost. These moves will definitely motivate more players
to enter the organic sector.
 Company should tie up with more retail stores and supermarket to sell their organic product with
comparison to 24 mantra products (Sresta natural bio pvt ltd.)
 My learning from this project

 I learnt how they use strategy in sales and distribution channels. The distribution channels are divided
on the basis various trades: organic store, supermarket, premium supermarket and gym.
 I learnt how they use strategy at time of making products. They buy products from farmers at low price
and sale at high price
 I learnt negotiation skill at the time of dealing like I went a sum of around 25 organic store ,10 gym
and 4 small supermarkets, where I negotiated company’s products and services. I took ordered from
those retails, gym and small supermarket.
 I took feedback from existing customers as well as new outlet. So, I learned the importance of feedback
to target the exact customers, company growth and making decision for existing products and services.
 I leant some price strategies of Genomelabs bio pvt ltd. and its competitors like organic India, Sresta
natural bio pvt ltd, organic tattva etc.
 I learnt, how they target the clients and customers of organic industry. How they retain them for the
long time. How they search new clients and customers daily.

 I learnt challenge in the company is that it always needs to maintain enough stock in the store so, they
can fulfill the demands on the time.
 In Hyderabad there are around 15 to 20 distributors working for many companies. If we see on the
basis of sales KSM-66 Ashwagandha and ZEON Life sciences pvt ltd. is the big distributor and
Genomelabs Bio Pvt . Ltd works with ZEON Life sciences and KSM-66 Ashwagandha to distribute
products in organic store.
 Whatever company launches new product firstly they try to place at least 10 to 25 pieces in the outlets.
They also try to provide some samples. They use strategy of Marketing Funnel.
 Conclusion

The entire project provides information of market situation, sales and distribution of Genomelabs Bio Private
limited in organic store, supermarket and gym that Genomelabs’s products position in Hyderabad is in growth
stages. The company has small problem of distributor, only need to improve Genomelabs’s service like
distributor and marketing of product. There should be strong distribution channel as well as advertisement in
Hyderabad. According to customers the Genomelabs product’s quality and taste are very good. But, the price
of Genomelabs’s products is high as compared to competitors like 24 mantra, organic India, organic tattva
etc.
 Bibliography

Book:

Manoj Kumar Menon and Nina Osswald: Organic Food Marketing in Urban Centres of India

Samuel Fromartz: Organic, Inc.: Natural Foods and How They Grew

Website:

http://www.genomelabs.com/

http://www.sresta.com/

https://www.organicindia.com/

https://www.ey.com/

http://ksm66ashwagandhaa.com/

https://foodprocessingindia.co.in/

https://www.euromonitor.com/india

https://www.downtoearth.org.in/