1

INDUSTRIAL TRAINING REPORT

UNDERTAKEN AT

SUBMITTED BY: -

JAT AMITKUMAR H.
M.B.A-I (B)
(2006-2008)
COLLEGE :

SOMLALIT INSTITUE OF BUSINESS MANAGEMENT

AHMEDABAD.

SUBMITTED TO: -

GUJARAT University.

A
PROJECT REPORT
ON
RELATIONSHIP BETWEEN RETAILERS AND DEALER
AT

BALAJI WAFERS PRIVATE LIMITED

IN PARTIAL FULFILLMENT OF THE REQUIREMENT IN THE MBA DEGREE OF

Gujarat University, Ahmedabad

SUBMITTED BY:
Jat Amitkumar H.

GUIDED BY:
EXTERNAL GUIDE: Mr. Jay Sachdev

SOMLALIT INSTITUTE OF BUSINESS MANAGEMENT

Ahmedabad

PREFACE
The basic aim of undergoing training is to acquire practical knowledge of the market. As
a management student, it was a pleasure to undergo practical training at the Balaji Wafers
Private Limited, Vajdi and submit a report on the same to our college, Som Lalit.Institute of
Business Management.
The basic aim of undergoing this training program was to evaluate my ability to apply
& put into practice the marketing concepts that I have studied so far. This report is based on
the Market Survey of dealer and Retailers relationship at Gondal City for Balaji Wafers
Private Limited, Vajdi.
The company wants to know the satisfaction level of retailers and trying to maintain
their market share in the Gujarat and they are trying to increase their share in the national
market of wafer and namkeen industry.

ACKNOWLEDGEMENT
No endeavor is complete without acknowledging those who have helped to make this
project a success. As such we would like to thank all those who have helped me to complete this
project. It was, indeed, very prestigious for me to undertake my Summer Training project at the
Balaji Wafers Private Limited, Vajdi.
To begin with, I would like to express my deep sense of gratitude to Balaji Wafers Private
Limited, for providing me with an opportunity to do my Summer Training at their esteemed
organization.
I am very thankful to Mr. Jay Sachdev (Area Sales Manager), for giving me the support,
co-operation & the necessary help required for the successful completion of this project.

EXECUTIVE
SUMMARY

The present FMCG industry is highly influenced by snack food industry. Snack food industry
have 25% of growth out of it wafers and namkeen play a vital role and Balaji wafers pvt. Ltd.
enjoy highest market share of wafers and namkeen in Gujarat.
With a view to evaluate & study, the market research and potential of the Retailers and to
know the preferences of consumers, a survey was conducted in the town of GONDAL to find
out the relationship between dealer and retailers.
Survey is conducted for the retailers of Balaji wafers for knowing the services of Balaji.. So
project was mainly focused to know the exact market situation of the product and knowing
the service level which is provided by the Balaji to their retailers. The town of Gondal is quite
a lucrative market for snack food because, the people of the town are highly taste conscious
& are always ready to try out new varieties of food products and food-items
The main objective of conducting this survey was to find out relationship of dealer and
retailers. And to know the expectations of services from the retailers & to know who are the
major competitors in the market of wafers and namkeens.
We undertook a survey of Retailers at various areas or gondal. One questionnaire is prepared
for taking the views of retailers. Sample size was taken to be 100 for Retailers.

INDEX

Sr No.

PARTICULARS

Page
no
.

HIETORY

9-14

10

ENVIRONMENT
RELIGION

SCIENCE

11

ECONOMY

12

FOOD

13

PEOPLE

13

ARCHITECTURE

14

EGYPT TODAY

14

10

TRADE IMPORT & EXPORT POLICY

11

Egypt's Main Business Sectors

15-18

12

Infrastructure, power, and communications

15

13

Egyptian Society & Culture

17

14

Relationships & Communication

15

Business Meeting Etiquette

19-38

16

Gross Domestic Product

20

11

17

Politics, government

23

18

Constitution of Egypt

23

19

Capital of Egypt:

23

20

Language in Egypt

24

21

Technology in egypt

25

22

26

23

Egypt's Five-year plan

Festivals of Egypt

24

RECENT IN EGYPT (2011)

30

RESEARCH DESIGN
&

26

METHODOLOGY

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1.

RESEARCH METHODOLOGY

1.1 OBJECTIVE:The main objective of the project is to find out the relationship between retailers and
dealers of corresponding areas.
Other objectives of the marketing research project are as follows:

To study current scenario of wafer market

To get practical knowledge of market.

To find out Awareness of the products

To Find out the services provided by dealers.

To know about Timely delivery of goods by dealers.

To knowing the satisfaction level of the retailers.

Finding the scope of new product.

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1.2 RESEARCH DESIGN

This Research is more related to descriptive type because the retailers knowledge, beliefs,
and satisfaction of services can be judge through this type of research. Descriptive study may be
necessary in other cases when a descriptive study could be taken up are, when researcher is
interested in knowing the proportion of the people in a given population who have behaved in a
particular manner, making projections of a certain thing, or more variables.

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1.3 METHODS OF DATA COLLECTION

The data has collected in two ways.
1.

Primary data

2.

Secondary data

Primary data: Primary data is to be collected to know the retailers , preferences and belief. Primary data
are those, which are collected for the first time, and they are original in character. A suitable
combination of Questionnaire techniques, Personal interviews & discussions with the respondents
are used to collect the required Primary data. Findings of the primary data focus on the retailers
of the Balaji Wafers. Primary data gives higher accuracy and facts, which is very helpful for any
research and its findings.
Data is to be collected through primary research conducted in the town of Gondal in the
areas where the services are perceived to be poor or questionable. The survey was conducted in
places like General stores, Grocery shops, Pan shops, Provision stores, Dairy farms etc. A
questionnaire of 19 questions will be used to gather their opinion.

Secondary data: The secondary data are those, which are already collected by someone for some purpose
and are available for the present study. Secondary data are to be collected from the magazines,
websites and other such sources.

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1.4 SAMPLING DESIGN

Sample plan: -

Sample Size: No particular statistical technique was used to determine sample size for the survey

research. Large samples give more reliable result than small samples so it was decided to
collect the information of 100 respondents.
Retailers: 100
1.5 Sampling procedure: For Survey of the Retailers the responses had recorded by giving the questionnaires to
them and provide them all the information about the purpose so that they can give true
information.
Types of Sampling: In this study of retailers, the sample size is 100 and the type of sampling is quota
sampling because out of 100 retailers it was distributed like that each retail shops are taken
who are selling the products of Balaji into equal proportion which is given below:

1) Pan Corners
2) General and Provision Stores
3) Dairy Farms
4) Tea Stoles
5) Grocery Stores
6) Restaurants and Ice-cream Parlor
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1.6 TOOLS AND TECHNIQUES OF DATA COLLECTION

Questionnaire method:For the Descriptive types of research the tools for collecting data from the samples is

questionnaire method. Questionnaire includes both closed-ended as well as open-ended questions.

The Wafers and Namkeen retailers questionnaire includes 19 questions.

Observation method: Some data are not getting directly from the respondents so we have to use the observation

method. For this research the observation method is also used to collect the information.

1.7 Limitations of the study

I.

The research is done only in limited area.

II.

Some retailers provide biased information.

III.

It is difficult to predict the satisfaction level of Retailers after getting the sample of

100 retailers because in Gondal the number of retailers, who are keeping the products of Balaji, is
very large.

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2.1 INTRODUCTION
This report briefly describes the snack food market, in particular the Potato Chips segment
in India. The size of the Indian Snack food market is currently estimated at approximately US$
375 million. The total size of the Indian snack food market is at an estimated over 400,000 tons in
volume terms and Rs100bn in value terms and is growing at over 10% for the last three years
(2001-2004). Unorganized small companies with a localized presence dominate the snack foods
market in India but in recent years the organized branded products market size has grown
significantly. Potato chips constitute the major segment among a wide range of local snacks
available.
According to industry sources, the market for branded chips has been growing rapidly at
approximately 20 % annually. Many major companies have signed up exclusive sourcing
agreements with local farmers for procurement of various raw materials. A wide well-established
distribution network, attractive packaging, and promotions targeted at children to increase
consumption have been some of the main factors for increasing market share of leading players.
To increase consumption and encourage first-time purchase, many players have started
introducing their products in smaller pack sizes at a lower unit price.
Consumer preferences and tastes vary widely across the different regions of the country.
Banana chips for instance, which are very popular in the southern part of India do not find many
takers in other parts of the country. Penetration of snack foods is highest in North India as
compared to other parts of the country.
With Indian consumers constantly looking for variety, customers becoming increasingly
health-conscious and with positive factors being attributed to packaged products, snack food
companies are now increasingly emphasizing on newer snack food items and better quality
packaging for their products.

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2.2 PROFILE OF THE SNACK FOOD INDUSTRY OF INDIA

In the diverse market of packaged snacks, every region has its specialty and each city, its
local favorite, which make for high entry barriers. Here are some facts and figures which
represents the snack food industry.

Population of India

1250 million

Growth of Indian market for salted snacks

5.7% (By Volume)

Growth of Indian namkeen market

Snack foods market sales

5.9% ( By Volume)
6.3% ( By Value)
More than Rs. 1600 crores

Potato Chips Market Revenue

85% of the total market for snacks

Estimated Market Size

$500 million within 2007.

Production of Potato chips in 2003-2004

3730 (in 000) tonnes

Exports

40 % of the Total market of food

Contribution of Sev-Bhujia to industry

Contribution of Banana Chips
Haldiram dominates by covering

industry.
26.4 % in the snacks market
3.1% to total branded sales of namkeen
60% share in dal and bhujia market

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MAJOR POTATO CHIPS MANUFACUTRE COUNTRIES

FOR YEAR 2007

COUNTRY

PRODUCTION ( in000) tonnes

China

5878

India

4430

Turkey

3624

Iran

3388

Bangladesh

3704

Indonesia

3012

Pakistan

3449

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COMPANY PROFILE

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3.1 INTRODUCTION OF BALAJI WAFERS PVT. LIMITED

The journey of Balaji Group is started in a year 1976 by the member of virani family. For
supplying wafers and namkeens of local brands to the patrons of Astron Cinema, Rajkot. Due to
the short supply of that product they decided to make their own product line in a year 1982.
By the overwhelming retail success they inspired to set a semi automatic plant.
Instead of preparing wafers by the traditional frying method this semi automatic plant boosted the
quality, taste and more sales also. The fame of taste reached to the whole Gujarat hence it was
time to take over the whole Gujarat so the biggest automatic plant of Gujarat came into the picture.
In the initial stage Balaji Group had set up their plant at Aji Vasahat (Industrial
Zone, Rajkot) with their new concept of making the potato chips. The main benefit they got is the
readymade infrastructure availability due to which their cost is reduced to larger extent. They have
operated over there around 20 to 22 years.
Now Balaji Group has set up their new fully automatic plant at Metoda G.I.D.C. which is
in the area of the village named Vajdi(vad).
Quenching the demand of Gujarat, Maharashtra and Rajasthan region Balaji Group is now
looking forward to march over India.

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THE WAFER SULTANS

Chandulal Virani and his brothers came to town two decades ago to run a canteen in a
cinema hall on contract, saw the immense potential for the wafers they introduced and went on to
conquer the wafers market in the state.
This is the summary of the success story of Mr. Chandulal Virani and his brothers
Meghjibhai, Bhikhubhai, and Kanubhai, whose Balaji Wafers has a 90% of the market share in the
Gujarat State.
Chandulal Virani, now the managing director of Balaji Wafers, remembers those days
when family sold roasted groundnuts, sandwiches and potato wafers to the cine-goers. Right from
those days, they believed in reasonable pricing and good quality. This earned them a good
turnover, though the profits were little lower.
They received feed backs from their customers about the quality of the stuff and stuck to
the highest standards of quality. As the demand increased, they stopped buying wafers from
outside and started making it. They sold the wafers aroud the Astron theatre also. This was the
first step in setting up the business. At that time they had only two assistants who helps them in
wafer production.
Chandulal opened an independent retail outlet in 1983-84 to sell wafers and sandwich
which are known as Balaji Sandwich, which also has a good quality. Chandulal said is his primary
concern which gets priority over taking on the multi-national brands.
They installed a semi-automatic plant in 1993-94. The plant had a capacity to produce 180
kg. of wafers a day. Without machines they were able to produce about 60 kg of wafers a day. At
that time the production division was under the supervision of Chandulal Virani, while
Bhikhubhai and Kanubhai looked after sales and marketing.

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After conducting the research to find out how companies abroad stored the wafers fresh,
they installed a modern automatic plant in 2000. The new unit has a higher capacity for production
with the same quality level.
Balaji Wafers Private Limited manufactures and supplies potato chips plus a variety of
mixed fried snacks called namkeens to the populace in Gujarat. The Balaji 35 grams bag of potato
chips (salted or Masala) retails at mere 5 rupees. Its biggest bag is 200 grams package retailing for
20 rupees. However, it produces some 5 tons of this product per day ( approximately 19,000
tonnes per year), ranking in some US$ 15 million per year for this enterprise.
Situated in Rajkot, an hours plane ride from Mumbai, the ethnic market producer has just
opened its third and latest manufacturing plant to date. According to its founding members, the
factory has the largest potato chip processing line in the whole of Asia.
This family- owned enterprise, now in its 24 th year of operation, has 19 products to offer
the snack-hungry population of cinema-goers in Gujarat: from potato chips to banana chips and
even fried chickpeas with sauted spices.
The management of the enterprise is done by family members only.
Chairman

Mr. Bhikhubhai Virani

Managing Director

Mr. Chandubhai Virani

Technical Director

Mr. Kanubhai Virani

R&D Director

Mr. Keyur Virani

Currently it is situated at Vad Vajdi Kalawad Road, Dist. Rajkot. The Balaji plant covers
85,000 square meter area in the Rajkot city. Its big taste revenue i.e. turnover touched to the crore
rupees milestone.
Balaji Group has 90% share of wafers market and 70% shares of namkeen market in
Gujarat.They are inviting all to travel the past, present and the future of Balaji Group.

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3.2 MISSION STATEMENT OF BALAJI GROUP

Balaji Group has mission in relation with the health of the people. The mission statement of Balaji
is :
To Provide healthy and hygienic food to people at an economic prices.
The above mission statement of the Balaji Group shows that they are caring for the people of the
society for their health and economic conditions.

3.3 VISION STATEMENT OF BALAJI GROUP

At least one product for every occasion is a clear cut vision of Balaji Group.
This vision meets the buying capacity of an average Indian and it also reflects the motto to provide
best quality product line.
At present company has a Lions share in Gujarat and high volumes of sales in
Maharashtra and Rajasthan region. To date company get 20% growth per year and marching
towards new horizon of success. Any time, any where, with Balaji Group get the fruits of their
Vision.

3.4 STRATEGY OF THE BALAJI GROUP

This simple mantra rocked and changed the definition of a chip world.
Winning the heart by quality and great taste and distributing sufficient dealer margin is a
winning strategy of a Balaji Group.
Its Value for Money strategy enables even a kid to buy fresh and healthy food in
small prices. Indeed a in a neck to neck competition era one must implement new ideas and Balaji
Group has developed the Think Tank who continuously update strategy in the right direction.

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3.5 ORGANIZATIONAL STRUCTURE OF BALAJI WAFERS Pvt.Ltd.

CHAIRMAN

MANGING DIRECTOR

TECHNICAL DIRECTOR

RESEARCH
&DEVELOPMENT
DIRECTOR

GENERAL MANAGER

PRODUCTION
MANAGER

MARKETING
MANAGER

FINANCE
MANAGER

SUPERVISOR

AREA SALES
MANAGER

CHIEF
ACCOUNTANT

WORKERS

SALES
EXECUTIVES

CLERK

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3.6 THE PLANT

The existing plant of Balaji Wafers Private Limited is largest in capacity and with the state
of art facility. In the year 2003 Balaji group took pride to introduce this biggest fully automated
Potato processing machinery plant in India which can process 4500 kg of potatoes and make 1200
kg of chips per hour.
The namkeen and other product line has separate departments and it has been produced in
a same quality conscious processing system. Chips and namkeens made in bacteria free and
stringent hygienic standard environment. That is the big advantage of this big Balaji plant.

3.7 RESEARCH AND DEVELOPMENT

Balaji Wafers are one of the leading brands in the snack food industry of India. They have
a fully automatic plant for producing wafers and other namkeen products. Balaji wafers have 19
products including the different flavors of wafers and namkeen products.
Balaji Wafers has quality and strong distribution network with lower prices. Their quality
is the best in the whole industry. The main reason behind the quality level is the strong activation
of the Research and Development Department to continuously improvement in the quality.
Balaji Wafers have a big laboratory for the new researches with the latest equipments for
the testing the raw materials as well as the finished products.
Under the strict laboratory tests each and every batch of raw-material of each kind of
products whether it is of wafers or it is of namkeen products passes and checked by the tests. After
testing if the quality is upto the mark then it will go further for processing.

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3.8 PRODUCTS OF BALAJI WAFERS Pvt. Ltd.

Sr.No. Product Name

Ingredients

1)

Potato
Wafers

Masala

Choicest Potatoes, Edible Oil,

Chilly Powder, Iodized Salt,
Spices and Condiments

2)

Potato
Wafers

Salted

Choicest Potatoes, Edible Oil

and Iodized Salt

3)

Tomato Masti

Choicest Potatoes, Edible Oil,

Chilly Powder, Iodized Salt,
Sugar Spices, Condiments and
Added Flavor

4)

Chat Chaska

Choicest Potatoes, Edible Oil,

Chilly Powder, Iodized Salt,
Spices, Condiments and Added
Flavor

5)

Banana
Wafers

Choicest Bananas, Edible Oil,

Iodized Salt and Pepper Powder

Mari

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6)

Banana
Wafers

Masala

Choicest Bananas, Edible Oil,

Chilly Powder, Iodized Salt,
Spices and Condiments

7)

Farali Chevdo

Choicest Potatoes, Edible Oil,

Peanuts Splits, Sugar Powder,
Chilly Powder, Iodized Salt,
Spices and Condiments

8)

Chana Dal

Choicest Gram Splits, Edible

Oil, Chilly Powder, Iodized
Salt, Spices and Condiments

9)

Mung Dal

Choicest Kidney Bean Splits,

Edible Oil, and Iodized Salt

10)

Masala Peas

Choicest Peas, Edible Oil,

Chilly Powder, Iodized Salt,
Spices and Condiments

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11)

Shing Bhujia

Peanuts, Gram Flour, Edible

Oil, Black Gram Flour, Iodized
Salt, Spices and Condiments

12)

Ratlami Sev

Gram Flour, Edible Oil, Math

Beans Flour, Chilly Powder,
Iodized Salt, Spices and
Condiments

13)

Aloo Sev

Potato Powder, Edible Oil,

Gram Flour, Starch, Chilly
Powder, Mint Oil, Iodized Salt,
Spices and Condiments

14)

Tikha Mitha Mix

Gram Flour, Edible Oil, Rice

Flakes, Corn Flakes, Peas,
Green Gram, Peanut Splits,
Sugar Powder, Curry Leaves,
Sesame,
Coriander,
Black
Pepper, Cumin Seeds, Ajowan,
Iodized Salt, Spices and
Condiments

15)

Khatta
Mix

Edible Oil, Corn Flakes, Rice

Flakes, Gram Flour, Roasted
Gram Splits, Sugar Powder,
Peanuts Splits, Sago, Curry
Leaves,
Amchur
Powder,
Turmeric Powder, Black Salt,
Iodized Salt, Spices and
Condiments

Mitha

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16)

Masala Shing

Choicest Roasted Peanuts,

Chilly Powder, Spices and
Iodized Salt

17)

Gathiya

Gram Flour, Black Pepper,

Edible Oil, Ajowan and Iodized
Salt

18)

Chataka Pataka
(Tangy Tomato)

Rice Meal, Edible Oil, Tomato,

Corn Meal, Gram Flour, Spices
and Condiments, Iodized Salt,
Added Flavor

19)

Chatka Pataka
(Masala Masti)

Rice Meal, Edible Oil, Corn

Meal, Gram Flour, Spices and
Condiments,
Iodized
Salt,
Added Flavor

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3.9 DISTRIBUTION NETWORK OF BALAJI

When thinking about channels of distribution arrangements one must always remember
that the goals of the various firms in the channels may diverge from one another. This is natural
since various members are separate firms with distinct business models.

Take, for example, a manufacturer who sells products through a retailer. While a
manufacturer is devoted to its own products, a retailer (and other distribution partners like
"distributors") typically sells the products of many manufacturers. A manufacturer may want to
educate customers about its own product, while the retailer may not want to bear the costs (or have
the expertise) to provide product education. In fact, a retailer may simply be interested in pushing
the products of any manufacturer that provides the highest margin. This is not surprising because,
again, the manufacturer and retailer are separate firms.

The wheel of network is devised under the ideal distribution channel network. That ensures
to supply fresh product in any corner of Gujarat within 24 hours. You can have snack of Balaji in
every 100 metres of area in Gujarat. At Balaji it is not just distribution but it is an euphemistic
effort of team work.

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3.10 DISTRIBUTION CHANNEL OF BALAJI WAFERS Pvt. Ltd.

MANUFACTURER

SOLE DISTRIBUTOR
(KATARIA)

SALES AGENCIES

DEALERS

RETAILERS

CUSTOMERS

Source: Balaji Wafers Pvt Ltd.

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3.11 MARKET DEVELOPMENT

Apart from being easy to produce, snacks are ubiquitous. The key marketing issues here
are margins and consumer preferences. The Research and Development Director Mr. Keyur Virani
says Packaging is also playing a key role beyond being just a good, pilferage-proof and catchy
delivery system. A look at the snack foods business shows that it is clearly targeted for ease of
carrying and eating, even in the citys notoriously crowded suburban trains.
A report by A.C. Nielsen India ( Retail ), estimates that this category of food has a fair
chance of growing by about 25% in the next two years, due to various reasons like Multiplex
culture, snacking at home while watching T.V., pubs and bars ( where they are served free ).
For Potato Wafers, it is primarily the case of a commodity market largely turning
packaged. The retail audit suggests that growth in this segment is seen largely as a reflection of
consumer preference moving towards packaged goods. Besides Balaji Wafers, competitors in the
local potato chips market include brands like Frito Lays peppy, Uncle Chipps, with high visibility
advertising and trade promotions. Banana Chips is a sub-segment that is also fast catching on. A
predominantly southern phenomenon, Banana Chips now contribute approximately 3.1% to total
branded sales of namkeen, up from 2.7% in 2001, while volume contribution was 3.6% in 2002.
Industry sources estimates that the market at far higher tonnage and value.
AC Nielsens retail audit shows that the large sales volumes are due to a marked
preference for ethnic foods, regional bias towards indigenous snacks and good value for money
perception
Further expansion plans are already in the pipeline for Balaji Wafers. Mr. Keyur Virani
says, A range of snack products will be rolled out to other parts of the country in 3 to 4 years
time.

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3.12 COMPETITORS
NAMKEEN

OF

THE

BALAJI

WAFERS

AND

There are two kinds of competitors which Balaji have to kept in mind while operating in
the market. For the Wafers Segment they have different competitors and for the namkeen segment
they have different competitors

Competitors in the Wafers and Namkeens Segment:

Lays wafers
Cheetos
Leher
(PepsiCo)
Bingo
(ITC LTD.)
Kurkure
Samrat
A-top
(Ajanta Groups)
Everest wafers
Haldiram
Uncle Chips
Sushma

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Musst Bite
(Amul)
Munch Time
Hariom

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3.13 SWOT ANALYSIS

The study of this SWOT analysis shows that the strengths and opportunities far
outweigh weaknesses and threats. Strengths and opportunities are fundamental and weaknesses
and threats are transitory. Any investment idea can do well only when you have three essential
ingredients: entrepreneurship (the ability to take risks), innovative approach (in product lines and
marketing) and values (of quality/ethics).

1)

Strengths: Financially sound :

Balaji Wafers is a family-owned enterprise. Four Brothers have started the company with 60%
owners capital and 40% loan. So they have their own money in the business. So they are
financially sound.
Good quality at reasonable price :
Balaji Wafers main strength is the best quality at the reasonable price which is affordable by the
all the classes of a society. Everyone is capable of buying the best quality food at a reasonable
price.
Strong Channel of Distribution :
Balaji is strong at their channel of distribution. They have sole distributor named KATARIA
and under him they have many sales agencies who are operating the whole market at regional ,
national as well as international level. Within 24 hours they can supply fresh product in any corner
of Guajrat.
Quality of Raw Material :
Balaji is importing raw material especially grains from China and Thailand. Excellent peanuts and
bananas come from Gujarat and Western India and potatoes are come from the Central India.

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2)

Weaknesses :
Raw-Material Cost :

Balaji is importing raw materials from the different areas of Gujarat and India for producing
different products. The cost of importing and the price at which they are importing the raw
materials is higher than what if they will purchase from the local players.
Limited production capacity
Balaji wafers have only one plant located in rajkot and they have huge market share in Gujarat
region i.e. 90% in wafer market and 70% in namkeen market, due to limited production Balaji is
not able to expand there market in other regions of India and overseas.
Very less spending on advertisement

3)

Opportunities :
Balaji Wafers have an opportunity to make reach their products in some of the
areas of the country where they still not reached.
At the international level they are exporting only to Dubai. So they must have to
increase the number of countries as their customers.

4)

Threats :
Giant players like PepsiCo. and ITC LTD. are present in the snacks market

Balajis main threat recently is emerging of new competitors, one is A-top from
Ajanta Group and the Second is Oreva from the Orpat Group. So due to new
competitors who also have very strong background Balaji have to take some steps
to tackle them.

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3.14 INFORMATION OF EXPORTS

Balaji Wafers Private Limited is the second company who is exporting the namkeen
products to the other countries. The first company who is exporting the wafers and namkeen
products is Haldiram. So, it is the matter of pride for Balaji that they are also exporting the
namkeens and wafers to the other countries.

Balaji has started to export their snack products last year. And they have select the first
country for export is DUBAI. They are planning to export their food products to the other Asian
countries and African Countries.

Balaji is uses planes for exports. At every 20 days they have fill up the lot for the planes
for exports to Dubai. Within few time period they have captured a good market in the Dubai due
to its quality and lower price of the products.

Balaji is exporting 10% of their total production and they want to increase their exports
with having a good domestic market which can be now possible through only expanding and
increasing their plant capacity.

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3.15 FUTURE PLANS

Balaji Group perceive in growth rather say development to touch the sky. The
company will enhance its product range by adding some futuristic and Indian traditional
taste company will plan to some extruded snacks and western products to their Global
Market. Recently company has acquired more space where its entire namkeen unit will be
shifted.
The future plan is that company is now concentrating more on the Global Market.
Now a days Balaji Wafers operating in the market of Dubai at a global level. They are now
concentrating more on the other Asian countries so that they can compete at the global
level with the branded companies who are already in the international market with strong
market share.
Balaji is planning to introduce low fat and low calorific value snacks in market.

39

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PRODUCTION ASPECT

40

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4.1 Introduction:
Among all the functional areas of management, production is considered to be
crucial in any industrial organization. Production is the process by which, raw materials and
other inputs are converted into finished products. The other word synonymously used with
production is manufacturing. Manufacturing is understood to refer to the process of
producing only tangible goods, whereas production includes creation of both tangible goods
as well as intangible services. Though, distinction of this type is sought to be made, we use
these two terms synonymously in this book.
Production system receives inputs in the form of materials, personnel, capital,
utilities and information. These inputs are changed in a conversion sub-system into desired
products and services, which are called the outputs.
The core of a production system is its conversion sub-system, wherein workers,
materials and machines are used to convert inputs into products and services. This process
of conversion is at the heart of production function and is present in some form in all
organizations. It may be stated that every organization, irrespective of its purpose, has a
production function where departments and personnel play a central role in achieving the
objectives of the organization.
Balaji Wafers Private Limited knows the importance of the production system.
Balaji Wafers is well known for its best quality at an affordable price for all classes of
society.
Balaji Wafers believes in same quality every time for all. That is why they have set
up the fully automatic plant at Metoda. With the latest machineries they are producing the
best quality and taste for their consumers.

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42

With the convenient layout of machines they are producing 19 different kinds of
products including various flavors of Wafers and Namkeens. Due to good quality of raw
materials they are able to produce the good quality products.
After producing the products, Balaji have large warehouse where they stores the
manufactured products and after the determined time they are sending it to the sole
distributor and he will decide when to deliver it to the sales agencies of different areas.

4.2 MANUFACTURING PROCESS

Manufacturing process for any organization have a great importance for producing their
products. All the organizations have to decide their production process for producing
qualitative products than the competitors products.
Balaji Wafers has set up their new fully automatic plant at Metoda, near to the village
called vad vajdi nearer to the Rajkot city. This fully automatic plant has the capacity to
produce the 1200 kgs of chips of potatoes for the different flavours per hour by processing
on 5000 kgs of potatoes.
Balaji have latest technology who has the greater capacity and speed to produce the potato
products and namkeen products. Balaji Wafers has newly installed FMC PPM chips line.
With the PPM, a cost effective and complete integrated processing system, the operations
are kept on an efficient assembly line process.

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The manufacturing process of Balaji Wafers Private Limited for the Wafers are given as
below:
1) Potato Grading :
The first step in manufacturing of the potato chips is grading of the potatoes where
they have grader machine through which the potatoes who are very small in size sought out
and the medium and big potatoes are go for the further processing and small potatoes are
used for manufacturing other namkeen products.
2) Potato Peeling and Brushing :
After destining and washing, the potatoes enter the Continuous Abrasive Peeler for
peeling and brushing. Peeler is a type of a knife through which peeling of fruits and
vegetables are speedy and effective.
After peeling of potatoes it will flow into the open conveyer, on the each side of
which 6 women are standing for taking off the spoiled potatoes so that it will not spoil the
quality of a pack of wafers.

3) Potato Slicing :
The raw materials after brushing and peeling moves to the cutting/slicing unit
where the slice washer cutting the potatoes in the same shape with the help of the bleds.
Here, the slice washer does it job effectively.

Again as same as the above step sliced potatoes flows into the open conveyer belt,
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on the each side of which 6 women are standing for taking off the spoiled potatoes which
are remains in the lot and not found out by the previous group of women and which is
shown after the slicing of the potatoes.

4) Potato Blanching :
After slice washer slicing the potatoes, the potatoes moves into the MulitTurbulence Blancher, closed chamber that carefully blanches each potato slice with its cross
circulation water bath.
The main objective of the operation is to leach out sugar since the amount of sugar
effects the final colour of the chips.
5) Potato moves to RDS :
After blanching of the potatoes it will move to RDS. RDS stands for the Refreshing
and Downsizing System in which potatoe sizes are decided. And too big size potato chips
and too small size chips are found out and sought out.
6) High Speed Fryer In feed :
Next to the RDS unit, is a high-speed Fryer In feed that separates the sliced
potatoes into the individual slices before they enter the fryer.

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7) PPM Frying System :

Finally, the sliced pieces enter the PPM Frying System. This multi-flow system
fryer adds and removes the frying oil at several points in the unit. This is done to ensure a
uniform temperature and gentler flow rate (to prevent further breakage).
8) Defatting Unit :
After the frying of the sliced pieces it will moves to the Defatting unit where it
lowers the fat content of the chips from by means of high-pressure steam. So this Defatting
unit helps to reduce the fat content of chips which is harmful to the people.
9) Salting and Flavouring :
From the Defatting unit the fried potato chips moves to the salting and Flavouring
unit where if they want salted potato chips then they have to add only salt to the machine
and it will automatically sprinkle the salt on the potato chips as per the machine set up and if
they want tomato flavour then they have to add sliced tomatoes into it and it will sprinkle on
the chips automatically. Same for the other flavours.
10) Packaging :
After the salting and flavouring the last step is of packaging of the final products.
For the packaging they have continuous elevating conveyer after the salting and flavouring
through which it will pass to the packaging line and for all the different sizes

they have

distributing conveyer in which different sizes chips are distributed. After the distribution
they have the separate packing lines for the different sizes in which the final products are
packed into the nitrogen bags which is made by the company itself.
The entire PPM Chips Line is made of stainless steel and as such is unbeatable in
terms of maintenance characterized by easy cleaning, and operating efficiency.

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4.3 PRODUCTION TECHNOLOGY:

Production technology is a significant part of production and operations management.
Balaji has latest technology which has fully automatic machineries for producing the different
Wafers and Namkeen products.
Traditionally automation has been understood as mere replacement of labour by machines.
This perception has now changed. Simply stated, automation refers to the technique of operating
or controlling a productive process by electronic devices and reducing human intervention to the
minimum.
In a fully automatic plant like Balaji all the aspects of manufacturing, that is feed,
production, information and control, are carried on by computers, watch-dogged by few men.
Balaji Wafers Private Limited has fully automatic plant with latest machineries. They are
using the CNC (Computer Numerical Control) machineries for the production aspect which are
handled by the specialized persons.
Balaji Wafers gets the following advantages by using this latest technology which are
given below:
Balaji is producing chips at 1200 kg/hour so it is the higher speed which they gets from
this latest machineries, which they were not able to get it at their old plant.
Balaji got the biggest benefit of getting the same quality for all the time. By installing this
machinery they are able to produce same quality by which consumers are happy and loyal.
Fewer accidents are happened in these machineries. It results in a virtual elimination of
labour and therefore the number of accidents are reduced to them.

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4.4 PLANT LOCATION:

Plant location may be understood as a function of determining where the plant
should be located for maximum operating economy and effectiveness. The selection of a place for
locating a plant is one of the problems, perhaps the most important, which is faced by an
entrepreneur while launching a new enterprise.
A selection on pure economic considerations will ensure an easy and regular
supply of raw materials, labour force, efficient plant layout, proper utilization of production
capacity and reduction in the cost of production.
An ideal location may not, by itself, guarantee success; but it certainly contributes
to the smooth and efficient working of an organization.
Balaji Wafers Private Limited has set up their location at Metoda nearer to village
Vad Vajdi. District is Rajkot. By locating the plant at Metoda they are getting various advantages.

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Benefits for Locating the plant at Metoda :

Balaji has set up their new plant at Metoda which is one of the biggest industrial
zone of Rajkot district. There are several benefits which they are getting from setting up
their plant at that place which are described as below:
1) Cheap and Large numbers of labors are easily available:
Balaji has set up their plant in the area of village which is called Vad Vajdi and
other than this within 10 kilometers area there are 5 more villages are there. So labors are
easily available at a cheap rate.
2) Government Regulation and Subsidy:
Due to the rural area government providing subsidy to the companies in setting up
their business at that place so that companies like Balaji can reduce the rate of unemployment
by providing job opportunities to the persons residing in the villages.
3) Lower prices of the Power: ( Per Unit)
The other major advantage from the economic point of view of the company is
lower prices are charged of per unit consumption of power which is nearly 50% less than
the other areas.
4) Accessibility to the Market:
Balaji has easy accessibility of its market. They are doing their whole business
through dealers. Dealers are providing the goods to the retailers at a pre-decided day. They
have 25 trucks and same number of tempos for the transportation which is the fastest
medium for reaching their market at a particular time.

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4.5 PLANT LOCATION OF BALAJI WAFERS PRIVATE LIMITED

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4.6 PLANT LAYOUT

Layout of an industry is most important task for obtaining least total cost of material
handling, since once the building is constructed & plant is commissioned it is difficult to
change it.
Plant layout is a Technique of location different machines & plant services with the
factory so that the greatest possible out put of high quality at the lowest possible total cost
can be available. In BALAJI WAFERS they have product layout.
A good deal of expertise is used by the management to secure a proper layout for
new or existing plants. A plant layout refers to the arrangement of machinery, equipment and
other industrial facilities.
The subject of plant layout not only covers the initial layout of machines and other
facilities but encompasses improvement in, or revisions of, the existing layout in the light of
subsequent developments in the method of production.

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PLANT LAYOUT OF BALAJI WAFERS PRIVATE LIMITED

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4.7 PRODUCTION PLANNING AND CONTROL

Production planning involves the organization of an overall manufacturing system to

produce a product. The various activities
involved in production planning are designing the product, determining the equipment and
capacity requirements, designing the layout of physical facilities and materials handling system,
etc.
Production control is controlling the production. Production control is control of inventory
and providing for issue of materials to the shop and movement of materials within the shop.
In production planning Balaji Wafers Private Limited performing certain functions which
are as follows :
Estimation :
In estimation Balaji estimates the quantity of each products to be produced on the
basis of the sales forecasting done by them.
Routing :
In routing they have a route sheet into which they have pre-determined the
sequences of operations to be performed in the production process.
Scheduling :
Balaji have a time table for the whole day working. It is different for shop-floor
level and for the upper level staff.

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4.8 QUALITY CONTROL ACTIVITIES:

Quality refers to the sum of the attributes or properties that describe a product. These are
generally expressed in terms of specific product characteristics such as length, width, colour,
specific gravity and the like.
Quality control activities are those activities which assure that quality creation is
performed in such a manner that, the resulting product will in fact perform its intended
function.
Quality control is frequently used to refer to a specific organization within the industrial
enterprise which is assigned responsibility for many of the activities necessary to achieve
quality objectives.

4.9 STEPS IN QUALITY CONTROL:

Quality control in the food products is considered main aspect because it is related
with the health and hygiene of the consumers. Balaji is controlling their quality at 5 steps in the
manufacturing process which are given as below :
1) Checking of Raw-materials at Laboratory:
When Raw-materials came from the outside including edible oil, salt, potatoes,
chilly powder, flour etc. are checked before it will go to the manufacturing process and
at the laboratory they are checking the raw-materials through latest equipments and
specialized staff so that they get the best quality in wafers as well as namkeen products.

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2) At the Grader Machine :

In the first step of manufacturing process that is at the time Grading the Potatoes all
the potatoes whose size is too small are come out from the other side of the machine and
other potatoes goes for further processing. This step will lead to a big potatoes which
will ultimately results into the optimal size of chips.
3) At the Washer Machine :
The third step in the quality control is at the Washer Machine where the sliced
potatoes are washed by the 3 different waters which have a different neat level. So
potatoes become clean through washer.
4) After the Slicer Machine :
The fourth step in quality control is after the slicer machine. After the slicing of
potatoes within the help of machines 6 women standing each side of the open conveyer
through which sliced potatoes are flowing. From there if any potatoes which are spoiled
can be shown and those women taking it off from the further process
5)

At the final Product :

After the flavour added to the wafers the final product is ready. Again just like
before 6 women standing each side of the open conveyer in which boxes of ready wafers
are going shows the readymade wafers. Through which women if any spoiled wafers
remains then they can sought it out from the packing.

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4.10 TECHNIQUES OF QUALITY CONTROL:

Various techniques of quality control have been developed. More prominent of
them are Just-in-Time, quality at the source, quality circles, inspection, statistical quality control
and total quality management.
Balaji is well-known for their quality. Balaji Wafers Private Limited using
QUALITY AT THE SOURCE technique for maintaining their quality of wafers and namkeen.
In Balaji women workers who are very high in number are made responsible to
make the perfect quality wafers and namkeen. There are 4 workstations where they are taking
quality control measures. From the initial Grader machine they are trying to identifying defects
from the potatoes. Each worker is given the right to stop the production line to avoid producing
more defective wafers and namkeen.
The second measure is at slicer after that the third measure is at washer and last is
at after giving flavour to it. So, all these activities are the measures for the quality control which
will lead to better quality than the competitors.
Women who are working at different levels of production have a full responsibility
for the quality. If any defective potato goes into the process then for that that women is responsible
and suggestions given by the in charge to her for not doing the same mistakes in the near future.

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4.11 MAINTENANCE RELATED ACTIVITIES:

Maintenance may be understood as a set of activities which help keep plant, machinery and
other facilities in good condition. It is an essential activity in every manufacturing establishment,
because it is very necessary to insure the availability of the machines, buildings and services
needed by other parts of the organization for the performance of their functions at an optimum
return on the investment, whether this investment is in machinery, materials or employees.

OBJECTIVES:
1) To minimize the repair time and repair cost:
As it is continuous process maintenance is needed at certain time period for cleaning
and sharpen their bleds and changing the water, for changing the oil and cleaning the
oil tank. So that there are less chances of breakdowns which will reduce the time and
cost for repairs.
2) To improve the quality of products and to improve productivity:
Main aim of maintenance is to reduce the possibility of break downs and maintaining
the same quality products all the time. And it will help in optimum utilization of the
raw-materials which will reduce the wastage.
3) To maximize efficiency and economy in production:
Through optimum utilization of the resources the efficiency and economy in
production may be maximized. Through optimum utilization of resources productivity
can also be maximized.

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4.12 TYPES OF MAINTANENCE:

There are different types of maintenance out of which one or more type of the
maintenance carried out by the different organization. There are several types of Maintenance
which are given below :
1) Break-down maintenance or corrective maintenance
2) Preventive maintenance
3) Predictive maintenance
4) Routine maintenance
5) Planned maintenance
From all types of maintenance Balaji Wafers is using Preventive maintenance
type for the maintenance of their machineries. Balaji Wafers can make run the plant for maximum
72 hours after which certain maintenance related activities to be carried out.
In preventive maintenance Balaji Wafers Private Limited they are consisting of
equipments which have proper design and installation. They are doing adequate lubrication,
cleaning, and painting of buildings and other equipments.

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PRO FORMA FOR PRODUCTION REPORT

Sr.
No.

Name of the
Products

1)

Production
(in kgs)

Sr.
No.

Name of the
Products

Potato Masala Wafers

10)

Masala Peas

2)

Potato Salted Wafers

11)

Shing Bhujia

3)

Tomato Masti

12)

Ratlami Sev

4)

Chat Chaska

13)

Aloo Sev

5)

Banana Mari Wafers

14)

Tikha Mitha Mix

6)

Banana Masala Wafers

15)

Khatta Mitha Mix

7)

Farali Chevdo

16)

Masala Shing

8)

Chana Dal

17)

Shing

9)

Mung Dal

18)

Gathiya

19)

Chatka Patka

Production
(in kgs)

- For the Production In charge

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MARKET SURVEY
OF

RELATIONSHIP BETWEEN
DEALER
AND
RETAILERS

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Total number of samples taken :

100

Types of samples taken :

# Pan centers
- 70
# Provision Stores
- 20
& ice cream parlours
# Dairy Farms
- 10

Yes, selling Balaji products

No,
not
products

98

02

selling

Balaji

Number of Retailers selling Balaji products:-

Interpretation:Out of 100 Retailers surveyed in Mumbai 98 are selling Balaji wafers and namkeens and
02 are not selling Balaji products.
Main reasons of not selling Balaji products are as follows:
Irregular delivery by dealers.
Less demand
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Selling own unbranded products.

No space for keeping Balaji Products.
Fewer profit margins for retailers.
Many Retailers are not selling Balaji products due to competition.

Product awareness of all Balaji products sold by them :

Potato Masala wafers -100

Potato Salted wafers - 100
Tomato wafers
- 100
Banana mari wafers
- 100
Banana masala wafers - 100
Farali chevdo
- 100
Mung dal
- 100
Shing bhujiya
- 100
Aloo sev
- 99
Khatta mitha mix
- 100
Gathiya
- 96
Chataka pataka tangy - 100
Chat chaska
- 98
Chana dal
- 100
Masala peas
-100
Ratlami sev
- 100
Tikha Mitha
- 99
Masala Shing
- 100
Chataka Masala

- 100

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Interpretation:

Few products like Ganthiya, Khatta Mitha mix, Tikha Mitha Mix, Masala Peas, Chataka
Phataka (tangy tomato) are less aware among the retailers as compared to other products.
The reason behind this is, Ganthiya, Khatta Mitha mix and Tikha Mitha mix are
comparatively new products.

Most sold products are:

Potato salted wafer
Potato masala wafer
Tomato wafer
Farali chevdo
Aloo sev
Least sold products are:
Ganthiya
Thikha mitha mix
Khatta mitha mix
Chataka pataka (tangy tomato)
Masala peas
The reasons for fewer sales of these products are:
Less awareness among retailers and customers.
Less demand.
Loose Ganthiya are preferred by customers.

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Number of retailers getting necessary services by dealer.

Yes
98
No
- 00
Dont know 02

Interpretation:From 100 retailers, 02 are not selling Balaji products and out of 98, all 98 are
getting necessary services and 02 are not selling Balaji products so they dont know about the
services provided. The reasons are as under:
Few retail shops are remotely located, so a dealer is not able to provide necessary
services.
The other reason is that, some retailers have less requirement so sales executives
dont visit often.

Dealer has very large area to cover so sometimes it is difficult to satisfy all the
retailers.

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Services offered by dealers to retailers:

# Delivery
# Co operation

- 100
- 99

# Product awareness - 99

Interpretation: Only a single retailer is not satisfied by the delivery services provided by dealers.
Replacement of rat cut products is not provided by dealer.
Most of the retailers are satisfied by dealers co-operation.
One retailer in market yard is facing the problem of product awareness as supplier does
not provide information about new launched products.
The dealer is able to deliver the goods properly and timely to retailers who are remotely
located. The dealer also visits retail shops often which have less turnover.
As Balaji is fast selling product replacement of goods is not much required by retailers
although some retailers require replacement sometimes. Some times dealers fail to replace the
expired goods timely. Dealer also do not entertain the replacement of rat cut goods which is
often asked by retailers like grocery store and general stores. Most of retailers are satisfied
with the co-operation of dealers, but few retailers have problems dealing with sales persons,
who sometimes makes mistake in accounts and do the foul practice. The retailers of remote
and village places like Anida are satisfied with the services (delivery).

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Variety of Balaji products that this retailers are keeping :

Sale of products

Potato masala

98

Tomato wafers

51

Banana mari wafers

76

Farali chevdo

47

Mung dal

82

Shing bhujiya

74

Aloo sev

42

Khatta mitha mix

20

Gathiya

23

Chataka pataka(Tangy)

30

Potato salted wafers

98

Chat chaska

51

Banana masala

75

Chana dal

67

Masala peas

44

Ratlami sev

32

Tikha mitha

16

Masala shing

91

Chataka pataka masala

48

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Frequency of delivery of Balaji Products given by dealers.

Fortnightly

- 00

Once in week

- 07

Twice in week

- 93

More than once - 00

In week

Interpretation:00 retail shops receive delivery service fortnightly, which include remotely

located

shops and shops that have less demand of products.

02 retail shops are never visited by salesperson as they dont sell Balaji.
07 retail shops receive delivery once in a week, due to less demand of product.
00 retail shops receive delivery more than twice in a week.
93 retail shops receive delivery twice in a week as per the policy of a company.

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Number of Retailers facing problems regarding time of delivery:Yes - 01

No - 99

Problems faced by Retailers regarding time of delivery are as follows:

Time of visit is uncertain.
Irregular visit of salesperson.
Retailers have to call for placing order.
No fix time of visit.
Salespersons come at time when shops are closed especially in afternoon.
Timely delivery problems during feistivals like janmastmi, navratris, etc.

Retailers getting all the products of Balaji.

Yes all !00 retailers are getting almost all the products of Balaji. They are not facing any
problems in that. Supplier is providing them with all the new products.

Interpretation:Out of 100 Retailers selling Balaji Wafers products, retailers are getting all the
products that they demand except some rare products which are not in much demand.
Retailers are not getting few products of Balaji like Aloo Sev, Ganthiya, etc.
Also retailers sometimes get less quantity then demanded by retailers.
Problem of getting all products rises at the times of festivals.

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Satisfaction level of retailer by dealer services:-

Highly
satisfied
Satisfied
97

Average
01

Dissatisfied
00

Highly Dissatisfied
00
00

Out of 100 retailers that are selling Balaji Wafers, satisfaction level of almost all retailers
are above average, which is good. The company should try to increase the satisfaction level of
retailers. The company should make efforts so that the more and more retailers are in highly
satisfaction level.Dealer should provide basic services like delivery, replacement and cooperation. Also the company should give the trade promotion to retailers. Scheme should be
introduce to encourage the larger purchase by retailers by offering discount on large bulk
purchase.

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Other products sold by the retailers other than Balaji products :

Sale of other products

Lays

42

Kurkure

59

Everest

48

Bingo

35

Samrat

37

Haldiram

12

Atop

18

Cheetos

41

Local brands
No other products

9
22

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Interpretation:Top five brands sold by retailers are:

1. Balaji wafers.
2. Kurkure.
3. Everest.
4. Cheetos.
5. Bingo.

Retailers prefer to sell other brands because of following reasons:

Samrat namkeen is more tasty than Balaji namkeen
Due to customers demand
Retailer can offer more varieties to customer
Local products have higher profit margins
Few brands provide good promotional schemes
Few brands provide display stands, banners, boards, etc
Some niche segment of customers prefer premium brands i.e. bingo, lays.

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Numer of retailers who think Balaji is competitive enough

With other products :
Yes 100
No -

000

Interpretation:
Out of 100 retailers, all 100 retailers believe that Balaji products are competitive enough due to
following reasons:
Quality of a product
Quantity of a product
Regular delivery
Numbers of product.
Balaji is competitive enough because its belief in offering Quality products at economic rate.
The distribution channel of Balaji wafers is good. The margin to the retailers are also fair.

And some have negative response due to following reasons:

Balaji Namkeens are less spicy as compared to samrat.
Promotional activities are very less like schemes and advertising.

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Criteria for which people accept Balaji products:

CRITERIA

RANK

TASTE
QUANTITY
QUALITY
PRICE
BRAND IMAGE
VARIANTS
AVAILABILITY

1
2
3
4
5
6
7

Interpretation:Above table represents ranking given by retailers for the criteria for which people
accept Balaji wafers products.
Customers prefer Balaji mainly due to Quality, Quantity, and Taste. Retailers are
less aware about new products. Price is same

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Number of Retailers getting all the necessary information regarding products/

new products of Balaji wafers:
Yes 99
No - 01
Interpretation
Out of 100 retailers, 99 retailers get required information by dealer and 1 retailers do not
get required information.
Sales persons do not give information spontaneously retailers have to ask for information.

Response given by retailers for introduction of new product in market by

Balaji wafers;Yes 06
No - 94
Interpretation:

Out of 100 retailers, 06 retailers are having positive response for introduction of
new product by Balaji wafers and 94 retailers are not in favor of introduction of any new
product by Balaji.

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Few suggestions given by retailers about introducing new products :

Bikaneri sev
Khakhara
Lasun sev/ sev mamara
Lasun sing
Cheese balls
Fries
Bhakharvadi
Pudina sev
Wheat mamra
Papad
Cheese and onion wafers
Popcorn
Chakri
Balaji should introduce snacks with low fat and low calorific value. Today the customers
are more health conscious. This low calorie products will cater the customers which are
health conscious.

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Key Findings / Analysis:

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77

Most of retailers complaints are about fewer profit margins, no supply of hangers, stands and
hoardings for advertising.
New products like Ganthiya, Tikha Mitha Mix and Khata Mitha Mix are less aware among
retailers as well as customers.
Supply of goods fluctuates very much especially during festivals.

Product range is less as compared to Samrat Namkeens and Haldiram Namkeens.

Balaji is competitive enough according to the retailer

Some retailers sell other brands because those brands provide stands, hanger, and banners
for e.g bingo.

Only few portion of reailers are highly satisfied.

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SUGGETIONS

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79

Suggestions / Recommendations given by retailers to Balaji wafers are as

follows:
Balaji wafers should increase promotional activities i.e Balaji should provide
discount to retailers for large quantity purchase.
Balaji wafers should provide stands/hanger free of cost to retailers for displaying
products.
Balaji wafers should increase profit margin of retailers. Because Balajis Profit
margin is less as compared to other Brands.
Balaji wafers should increase the supply of products like Aloo Sev.
Balaji wafers should increase advertisements.
Regularity in supply of products, especially in festivals.
Balaji wafers should provide their banners and electric board to retailers to attract
customers.
Balaji Namkeens should be made spicier.
Companys representatives should take visit of retailers frequently.
Sales Persons should be trained to behave properly.
Smaller area should be assign to dealers.
Products like ganthia should demonstrate properly.
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CONCLUSION

During our visit to BALAJI WAFERS PVT. LTD., we collected all the information
about the company. The effect of this industrial visit on us cannot be expressed in words.
These types of visit are more useful to us. It becomes helpful for exploring our knowledge
about how business actually runs and also helps to know the current scenario of market. It is
helpful in finding out the gap between practical learning and theoretical learning.

We have come to conclude the following points for the success of company at the
end of this report.

Company is ideally located and easily fulfills its requirements.

The company has large market share in Gujarat then its competitors.

The company is progressive as well as reputed in the market.

Good relations with internal as well as external customers.

Relations between Dealer and Retailers are good but need to be

improve.

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BIBLIOGRAPHY
Bibliography is the final section of report presentation. It contains detailed
information on references or source materials.
Books :
Marketing Management ( 12th Edition )
- Philip Kotler
Business Research Methods ( 8th Edition )
- Donald Cooper & Pamela Schindler

Websites :

www.balajiwafers.com
www.asiapacificfoodindustry.com
www.indiamart.com
www.factsfiguresandfuture.com
Magazine :
Agri and food industry

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ANNEXURES

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BALAJI WAFERS (P). LTD.

VAJDI(VAD), KALAVAD ROAD, TAL: LODHIKA, DIST: RAJKOT
TEL: +91-281-2783755/56. FAX +91-281-2389300.
E-MAIL: keyurvirani@hotmail.com, contact@balajiwafers.com
Questionnaire
Relationship between retailer & dealer
1. Shop name:_____________________________________________
2. Retailer name:__________________________________________
3. Address:_______________________________________________
________________________________________________
4. Ph no. ____________________(M)__________________________
5.

Are you selling Balajis products?

Yes

No

If No give reason:______________________________
6. How many items of balaji do you know from the following?
Potato malsala wafers

potato salted

Tomato wafers

Chat chaska

Banana mari wafers

Banana masala wafers

Farali chevdo

Chana dal

Mung dal

Masala peas

Shing Bhujia

ratlami sev

Aloo sev

Tikha mitha mix

Khatta mitha mix

Malsal shing

Gathiya

Chataka pataka (Masala masti)

Chataka pataka (Tangy tomato)

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7.

How many type of product do you sell?

Potato malsala wafers

potato salted

Tomato wafers

Chat chaska

Banana mari wafers

Banana masala wafers

Farali chevdo

Chana dal

Mung dal

Masala peas

Shing Bhujia

ratlami sev

Aloo sev

Tikha mitha mix

Khatta mitha mix

Malsal shing

Gathiya

Chataka pataka (Masala masti)

Chataka pataka (Tangy tomato)

8. Does dealers gives you necessary services?
Yes

No

9. Please tick mark services offered by your dealer:

Delivery Replacement Co-operation
10. How many times do you receive delivery of Balaji wafers by dealers?
Fortnightly Once in a week Twice in a week
More than twice in a week
11. Are you facing problems regarding on time delivery?
Yes

No

If yes what kind of problem?___________________________

12. Are you getting all the products of Balaji wafers?
Yes

No

13. Are you satisfied with dealers services?

Highly satisfied Satisfied Average Dissatisfied
Highly Dissatisfied
Why:_________________________________________________

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14. Are you selling any other food items except Balaji wafers?
Lays

Kurkure

Haldiram A-top

Everest Bingo Samrat

Cheetos Local Brands

Why?______________________________________________________
15. Do you think Balaji is competitive enough with other available products?
Yes

No

16. From which criteria people accept Balajis Product? (give rank)
Price

Brand Image

Quality

Variants

Taste

Quantity

Availability
17. Does your dealer gives provides you with all the necessary regarding the Product/
New product of Balaji Wafers?
Yes

No

18. Should Balaji Wafers introduce new product in market?

Yes

No

which type of product?_________________________________________

19. Any suggestion?_______________________________________________
Any Time Crunchy All Time Fresh
Signeture of retailer: _____________

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