SUBMITTED TO

Dr.R.Jagadeesh

SUBMITTED BY
Mr.Harish Sankar N I PGDM NO: 11140 First Year Batch C
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Contents
Introduction ............................................................................................................................................. 3 History of Birla Corporation ............................................................................................................... 3 PROMOTERS AND OWNERS ................................................................................................................ 5 Products Offered ................................................................................................................................. 7 Location............................................................................................................................................... 7 Capital Structure ................................................................................................................................. 7 Performance ....................................................................................................................................... 7 Awards& Recognition ......................................................................................................................... 8 Operations Strategy ................................................................................................................................ 9 Productivity ....................................................................................................................................... 10 Competition ...................................................................................................................................... 11 Ranking.......................................................................................................................................... 11 Current Issues ............................................................................................................................... 11 Market Type of Birla Cements .......................................................................................................... 12 Forecasting ........................................................................................................................................ 13 Sales Forecasting............................................................................................................................... 13 FORECAST BY LINEAR REGRESSION METHOD ............................................................................... 13 SALES FORECAST BY 3 YEAR MOVING AVERAGE, WEIGHTED AVERAGE AND EXPONENTIAL SMOOTHING ..................................................................................................................................... 14 ERROR ANALYSIS ............................................................................................................................... 14 REFFERENCE .......................................................................................................................................... 15

Introduction
The Birla cements was formed as a unit of Birla Corporation under the leadership of Late.Sri.M.P.Birla .The group is currently one of the top ten cement producing firms in India with an annual production capacity of 7.5 Million Tonnes. The firm currently operates four cement factories at Satna, Chanderia, Raebareli, and Durgapur. The 90% of revenue for the Birla Corporation comes from Birla Cements.

History of Birla Corporation

Birla Corporation Limited (BCL) is the flagship Company of the M.P. Birla Group. Incorporated as Birla Jute Manufacturing Company Limited in the year 1919. The company has products ranging from cement to jute goods, PVC floor covering, as well as auto trims (jute felt-based car interiors manufactured with German technology). The Cement Division of Birla Corporation Limited has seven plants, having an installed capacity of 5.8 million tons. These plants manufacture varieties of cement, including Ordinary Portland Portland_Cement (OPC), 43 & 53 grades, fly ash-based Portland Pozzolana Cement (PPC), Portland Slag Cement (PSC) and low- alkali Portland cement. Recently, the Company has started producing Sulphate Resistant Cement (SRC) and it has been well accepted in the market. The Jute Division of the company manufacturing more than 120 tonnes of a variety of jute products in Birla Jute Mill. The product range comprises of almost every major application of jute - the most versatile, eco-friendly, biodegradable fibre available, Jute- durable, natural and antistatic. The Auto Trim Division of the company has been outfitting major Indian cars with natural fibre-based interiors. Birla Corporation Limited's subsidiaries consist of Assam Jute Supply Company Limited, Talavadi Cements Limited and Lok Cements Limited. The Oxygen & Acetylene Gas Unit of the company was commissioned in August of the year 1964. The Company entered into an agreement with Indian Oxygen, Calcutta, for exclusive sale of its products on principal-to-principal basis in the same year. During the year 1969, BCL had entered into an agreement with Hindustan Steel Ltd for the purchase of blast furnace slag from the Durgapur Steel Plant to set up a slag-cement plant at Durgapur. Bally Jute Co. Limited's two units, such as Bally-1 and Bally-2 were amalgamated with the Company with effect from 1st April of the year 1982. With effect from 7th February of the year 1983, the name of the company was changed from the Birla Jute Manufacturing Company Limited to Birla Jute & Industries Limited. The captive thermal plant of 4.5 MW at Chittorgarh was commissioned in December of the year 1985. As a part of modernisation programme, modern jute spreaders were introduced in both Birla and Bally Mills during the period of 1988. An agreement was signed in 18th February of the year 1989 with the Soviet Collaborators, viz. Odessa Technical Fabrics Mill and V/o Novo export to transfer all assets and liabilities of Bally Jute Mills, with effect from 1st April or other date as agreed upon, to a new Joint Venture Company, Birla Odessa Industries Limited in consideration of offer of equity shares of paid-up equity share capital of the Joint Venture Company.
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A collaboration agreement was signed with EMPRWERKE of Germany in the same year 1989 for the manufacture of Automobile interior Door panels based on jute fibre. During the year 1991, Birla Vinoleum's new PVC floor covering plant was fully installed. The Company undertook to manufacture Cetaria ferro alloys in one of the furnaces of Birla Carbide. India Linoleums Ltd., a subsidiary of the Company was amalgamated with the company effective 1st April of the year 1991. The closure of the Company's Bally Jute Mills from 26th August of the year 1992, had also contributed to the low turnover and profits. The Company entered into a long-term agreement with a German linoleum manufacture for technical help in upgrading the products. During the year 1996, a joint venture company Birla Redland Ready mix Ltd.' was incorporated with Redland PLC, UK to set up facilities for manufacture of ready mix cement concrete in India. Effective from 31st March of the year 1997, the name was again changed from Birla Jute & Industries Limited to Birla Corp Limited. In 1998, the company had sets up a fly ash-based cement-grinding unit at Rae Bareilly in Uttar Pradesh. The name was again changed from Birla Corp Limited to the present name Birla Corporation Limited in 27th October 1998. The company's unit, Birla Synthetics consider as Suspension of Work from 2nd November 1998. During the year 2001-02, the company had modernized/upgraded the plant at Cittor Cement Works at Chittorgarh. During the year 2002-03, the company had developed new product lines, Desktop and Bulletin Board. In 2003-04, the Satna unit of the company was awarded the first prize for Noise, Vibration & Aesthetic Beauty and also the first prize for maximum percentage reduction in electrical energy consumption per MT of clinker produced. During April of the year 2004 the company has decided to close its Birla Synthetics at Birlapur. The company has expanded its installed capacity of Auto Trim Parts by 36000 Pcs during the 2004-05 and with this expansion the total installed capacity of Auto Trim Parts has increased to 603000 Pcs. The company's unit, Birla Carbide & Gases was permanently closed from 31st January of the year 2005. The company's capacity enhancement project at Durgapur viz. Durga Hitech Cement, which was commenced its commercial production during the year 2005-06. BCL received the Amity Corporate Excellence Award during the same year 200607. Credit Analysis and Research Limited (CARE) assigned 'CARE AA' rating to the company for long term borrowing programme in the year 2006-07 financial period.

PROMOTERS AND OWNERS

Mr. Harsh V. Lodha Chairman Mr. Harsh V Lodha, eminent Chartered Accountant, is on the Boards of several reputed companies. He has served as Chairman of Corporate Laws & Governance Committee and Co-Chairman of Young Leaders Forum of FICCI besides being Member of its Executive Committee. He has also served as Member of the Accounting Standards Board of the Institute of Chartered Accountants of India and Member of the Working group on Corporate Governance, set up by the Department of Company Affairs, Government of India. He had been Vice-President of the Indian Chamber of Commerce, Kolkata, and Chairman of its Economic Affairs Committee, Banking and Finance and Direct Tax Committees. Mr. Pracheta Majumdar Mr Pracheta Majumdar, Mechanical Engineer and Management Advisor, is former Managing Director of CEAT Tyres Limited. He has worked with Hindustan Lever Limited for 12 years and has extensive experience in the design and project management of chemicals, petrochemicals and fertilizer plants. Mr. Vikram Swarup Mr Vikram Swarup, Mechanical Engineer and Managing Director of Paharpur Cooling Towers Limited, is acknowledged as an authority on thermal designing of cooling towers in India. He has vast experience in marketing, engineering and other management functions. He is on the Boards of various companies also. Mr. Anand Bordia Mr Anand Bordia, M.A., held several senior positions in the Central Government. He was First Secretary, Trade High Commission of India, in London. He served the Secretariat of the World Customs Organization, Brussels, Belgium. He was also a Member of the Indian Revenue Service and Member (Finance) of the National Highways Authority of India. He has been consultant to the Asian Development Bank. He has conducted several technical assistance programmes on tariffs and trade matter, border control and tax modernisation in Asia, Africa and South American countries for the Harvard Institute for International Development, UNCTAD, and the World Customs Organization.

Mr. B B Tandon Mr. B B Tandon, IAS, is former Election Commissioner of India and was member of the
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Delimitation Commission. He has served several Government offices in the capacity of Secretary and Additional Secretary in the Union Ministries of Personnel (under the direct charge of the Prime Minister), Mines, Company Affairs, Finance, Industry and Defence Production. Mr. Tandon headed the working group on comprehensive revision of the Companies Act, 1956, which recommended several changes/amendments in the said Act. He is also on the Boards of several reputed companies. Mr. D N Ghosh Mr. D N Ghosh, former Chairman of the State Bank of India and the Management Development Institute, Gurgaon, was Founder-Chairman of the Indian Institute of Management, Lucknow. Presently, he is the Chairman of ICRA Limited, ICRA Management Consulting Services Limited and Sundaram BNP Paribas Asset Management Company Limited and is on the Board of the Housing Development Finance Corporation Limited. He has served as Chairman in several large companies, including Larsen & Toubro Limited and Phillips (India) Limited. Mr. Ghosh also served various Central and State Government departments in various capacities such as Financial Advisor, Additional Secretary and Secretary. Mr Deepak Nayyar Mr Deepak Nayyar, Professor of Economics at JNU at New Delhi, is also distinguished University Professor of Economics at the New School for Social Research, New York. He is Honorary Fellow of the Balliol College, Oxford. He has authored a number of books on a wide range of subjects. He was on the Boards of several large companies, including SBI, Exim Bank, Maruti Udyog and SAIL. Mr M K Sharma Mr M K Sharma is a corporate consultant and former Vice-Chairman of Hindustan Unilever Limited. He is on the Boards of ICICI Lombard General Insurance Co. Ltd. and Bata India Ltd., among others. He served as a member of the Corporate Law Committee formed by the Union Ministry of Company Affaires to redraft the Companies Act. He also served as a member of the Committee on Corporate Governance formed by the Government of India. Mr. B R Nahar Mr B R Nahar, Fellow Member of the Institute of Chartered Accountants of India, possesses rich professional experience of more than 33 years. He has served in diverse fields, at senior positions, in various large corporate houses. The prestigious Businessworld magazine has identified him as one of Indias Most Valueable CEOs in its issue dated 29 November 2010.

Share Holding Pattern The major part of the shares of the birla corporation are held by Promoters which include the family of Late Birla Corporation Auditor Mr.R.S.Lodha Family, which owns around 62% of the share of the company and domestic institutions own13.3% of the shares of the company. And with foreigners owning 7.1% and others are holding 16.7% of the shares.

Products Offered
The Birla Cements offers various types of cements like Portland Pozzalano cement, Portland Slag Cement, Low alkali cement, Sulphate resistant cement , Low Heat Cement IS 12600Railway Sleeper Grade Cement IRS T-40 (OPC 53S). Other than these the the Birla Corporation offers products like Jute Fibre, Commercial Flooring Materials like Vinoleum and automotive interiors.

Location
Birla Cements has its plants and offices located in strategic places to fulfil the needs of the emerging market. They have nationwide strong foot prints in North, East, & Western India. Birla Cements has its corporate and registered office in Kolkata, with regional offices in Mumbai and Delhi. It has its plants located in Satna (Madhya Pradesh) ,Chanderia (Rajasthan), Raebareli (Uttar Pradesh) , Durgapur (West Bengal).

Capital Structure
Period 2010 2009 2008 2007 2006 Instrument Equity Share Equity Share Equity Share Equity Share Equity Share Authorized Issued Shares Capital(Rs.Cr) Capital(Rs.Cr) Numbers 90 77.01 77005347 90 90 90 90 77.01 77.01 77.01 77.01 77005347 77005347 77005347 77005347 Face Value 10 10 10 10 10 Capital 77.01 77.01 77.01 77.01 77.01

Performance
During the year financial 2010-2011, the Company achieved its highest cement production of5.93 million tonnes including blended cement at 5.12 million tonnes. The Waste Heat Recovery System (WHRS) projects of 15 MW (two systems of7.5 MW each) at Satna and 7.5 MW at Chanderia were commissioned during the year. Jute Division registered its highest turnover and export of Rs.205.52 crores and Rs. 70.43 crores respectively. The debotrlenecking project undertaken at the clinker manufacturing units at Satna has been completed during the year. A Memorandum of Understanding with Assam Mineral Development Corporation (AMDC), a Government of Assam undertaking, has been signed to
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set up one-million ton Greenfield cement plant at Umrangsu in the North Cachar Hills district, Assam through a Joint Venture Company.

Awards& Recognition
Birla Corporation Limited has made it to the prestigious list of "200 Best Under a Billion $" companies in the Asia-Pacific region, published by Forbes Asia, in its October 9, 2009 issue. Satna Cement Works & Birla Vikas Cement brands of Birla cements have received the IS/ISO 14001 certificate, an international recognition for "Implementation of environmental management system".

SCW has received National Award for Excellence in Water Management from CII, Hyderabad 'First Prize for Lowest Thermal Energy Consumption K. Cal/kg clinker under the 10th FLS Energy Award 2007. SCW received the Best Energy Consumption Implementation Gold Award under the Rajiv Gandhi Memorial National Award, Hyderabad, in 2004. It also received the First Prize for Maximum Reduction in KWH/Ton of Cement in M.P. under FLS Energy Award, Bhopal, in 2008. SCW has been awarded Green Tech Environment Excellence Award in 2008 by Green Tech Foundation; New Delhi.NCBM has given BVC the "Second Best Improvement in Electrical Energy Performance" Award for 2006-07. BVC has received the National Award for Excellence in Water Management from CII, Hyderabad "National Award For Energy Efficiency in Indian Cement Industry form NCCBM, New Delhi, Lowest Electrical Energy Consumption K.Cal/kg clinker under the 10th FLS Energy Award in 2007. The Satna Unit received the Quality Circle Excellent Award from Quality Circle Forum of India, Dugapur chapter "Quality Circle Excellince Award and Quality Circle Distinguish Award From Quality Circle Forum of India, Kanpur Chapter, in 2008. All Birla cement plants are ISO 9001:2000 Certificated, covering the entire range of production and marketing. BCW & CCW also the IS/ISO : 14001 Certification for "Implementation of Environmental Management System". BCW & CCW have bagged various awards from the NPC & NCCBM.The laboratories of BCW & CCW have been accredited by NABL (National Accreditation Board of Testing and Calibration Laboratories) as per ISO/IEC 17025 w.e.f. 07.07.2005.CCW has won the "Lal Bahadur Shastri Memorial National" award for "Excellent Pollution Control Implementation" for 2001-02 by International Greenland Society. VEC, Chennai chose the Chanderia Units for sustained implementation of condition monitoring and continued Machine Health Improvement award during 2001-02. The "Workers Education Trophy" was awarded by the Central Board of Workers Education, Udaipur Ministry of Labour, Government of India, for excellent contribution and implementation of workers' training programmes during 1998-99 & again in 2001-02.
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Operations Strategy
The Birla cements is one among the top ten cement producing firms in India with a net production capacity of 7.5 million tonnes per annum. The firm employs various strategies in its operating strategy to maximize profit at the same time reduce the prize of the product for the consumers. All the major plants of the firm are located in North India to tap on growing needs of the real estate sector. The Birla cements have set up its production plants on Durgapur, Raebareli, Satna and Chanderia,to cater the retail and real estate boom of West Bengal, Delhi, Uttar Pradesh, Gujarat, Maharashtra, Punjab and Haryana. The plants are located to mines and power plants to reduce logistic cost and production costs. The plant in Chanderia and Satna is located near by the mine and the cement division has two high-ash coal-based captive power plants at Satna (27 MW) and Chanderia (29.8 MW) each which help the firm reduce the dependency on the government power and to produce the cement at lower price. The birla cements recently faced a ban on limestone mining within 10 KM of Chittorgarh Fort in Rajasthan; this had dipped its cement production as per Business Line August 27 2011. The company took necessary legal measure to revoke the ban and restart the production. The company follows other leaders like Ambuja cements in terms of operation Strategy the firm basic principle is to produce cement at lower cost, so for the matter the firm has got its own power units, which has been discussed earlier. Ambuja cements have power plants to sustain its operations, which at the same time makes revenue by selling excess power. The Birla cements looks towards markets like Nepal for exports with its plants located in Raebareli which has a capacity of 0.63 MTPA. The firm as far as long term strategic plan is considered is looking towards expansion. The cement industry is expected to grow by 8-10 per cent, as per Mr.Harsh Lodha Chairman of the firm. And as per the chairman by 2011-12, the company's production capacity would increase to 9.3 mtpa. The company would also set up a cement plant in Assam with one mtpa capacity in joint venture with the Assam government and has also proposed a three mtpa cement plant in Tripura. The company has planned an immediate investment of Rs 1,050 crore in cement, power and jute. Additionally, the company is trying to secure coal assets for use. The plant in Raebareli uses fly ash produced from NTPCs Feroz Gandhi Thermal Power Plant (FGTPP), Unchahar is sent to Raebareli grinding unit in tankers. This system has indeed reduced the raw material procurement cost as it will be a proper waste disposal for the NTPC and raw material for Birla Cements.

Productivity
The Birla cements have currently an installed capacity of 7.5 MT to produce cements and the firm currently produces only less than the current capacity due to reduction in demand combined with increase in coal prices. And the production was limited to 5.94 MT during the financial year 2010-2011. But then the firm was able earn a net profit after tax of Rs.319.87 Crores.The group was able to make a net sales of Rs 2415.38 Crores with a total assets of Rs.3003.33 Crores. (Cr- Crore). As far as the productivity of the group is concerned the group was not able to utilize the overall capacity which was raised to 7.5 Million Tonne. And the overall productivity on the basis of production capacity remained utilized only 79.2%. the capacity underutilization occurred due to reduction in demand and increase in prices of Coal. Labour productivity of Birla Corporation= Sales Turnover/Labour Cost = 2415.38Cr/173.06Cr = 13.96. Total productivity of Birla Corporation =Sales Turnover/total Expenditure = 2415.38.Cr/1744.26.Cr = 1.38. Labour productivity of Ambuja Cement= Sales Turnover/Labour Cost =8257.03Cr/339.50Cr =24.32. Total productivity of Ambuja Cement= Sales Turnover/total Expenditure =8257.03Cr/5666.97Cr =1.46 It is observed that Birla Cements is having less productivity in terms of labour productivity as well as total productivity. The labour productivity of the firm is only half of the market leader Ambuja Cement.

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Competition
Birla Corporation has been one of the successful names in the cement industry and as well as in the cement industry with a consistent performance in business performance philanthropy and environmental friendly cement production the company has made a name for it. The company is successful in the cement industry because of the importance it given for quality as well as reducing the production cost through commissioning of cement plants near to the mines. Other than these the corporation also does direct sales with clients like Reliance Industries-Hizira Project, NTPC Ltd, Matyas Infrastructure Ltd, and Dal Hasti Hydroelectric Project, JK to name some.
Ranking

The Birla Corporation which is rated number 7 among the top 10 cement manufacturing firms with a market capitalization of Rs 2885 Crore ,has experienced a turbulent ranking in the list of top 500 Business firms in India according to Business Today magazine, over the past 5 year period. The firm was previously ranked number 10 in 2008-2009 cement industry ranking. As far as the cement production is concerned the firm increased its production at the same increased the installed capacity to 7.5 MT (Million Tonne). The Indian cement industry is having a capacity of 300MT of cement in which Birla cements have a share of only7.5MT. So the possible capacity share of the firm is only 0.025% of the over all capacity. The firm is going to invest Rs1025 Crore to upgrade the output to 9.3MT. Rank of Birla Corporation among Top 500 Indian Companies (Business Today) Year 2006 2007 2008 2009 2010 Rank 142 216 310 208 212

As per the ranking information the firm is currently in top 10 cement manufacturing firms in India consistently. Looking at the top 500 Indian firms Birla Corporations rank has come down, its mainly due to the growth of service sector industries the change happened and the manufacturing industries growth has dropped due to the recession during the Year 2008.
Current Issues

Birla Corporation is facing environmental issues like ban on mining in 10 Km range of Chittorgarh Fort Rajasthan. Shortage of coal due to cyclone and floods in Australia has worsened the situation, by reducing coal output which is the main fuel for Indian Cement firms. Due to which output has come down to less than installed capacity of 7.5 MT in Birla Corporation.
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The company fears overcapacity due to the current decrease in demand coupled with recession fears in Europe& North America which are major export destinations for Birla Corporation as per the press statement given by group Chairman Harsh Lodha.

Market Type of Birla Cements

Birla corporations products like cements, Jute Fibre, Vinoleum and Auto parts are high demand products. Sectors and segments that the group concentrates are highly export oriented at the same time having high growth possibilities. The Birla cement products like low alkali cement, railway sleeper grade cements, low sulphate cements are speciality cements produced in the industry and most of the firms doesnt produce such cements. So Birla cements are having an upper hand in speciality cements. But as far as the chief selling Portland Pozzalana cements and Ordinary Portland cements are concerned, Birla cements of doesnt have a monopoly. And as far as cement industry is considered the cement market in India is mainly following Oligopoly. And so demand is observed to be high.

TOP TEN INDIAN CEMENT PRODUCING FIRMS

RANK

FIRM 1 Ambuja Cements 2 ACC Ultra Tech 3 Cement 4 Shree Cements Century 5 Industries 6 India Cements 7 Birla Cements 8 Prism Cement

MARKET CAPITALIZATION(RS.CR) 18,167 16,589 15,076 7,032 4,492 3,516 2,885 2,841 2,567 1,757

9 Madras Cement Dalmia Bharat 10 Inds.

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Forecasting
Sales Forecasting
The sales forecast for the cement industry is an important step in predicting growth and improving existing capacity.
ANNUAL SALES OF BIRLA CEMENTS FOR PAST SIX YEARS (IN CRORES) Year Sales 2005 1342.64 2006 1794.51 2007 1996.78 2008 2038.84 2009 2387.03 2010 2415.38 FORECAST BY LINEAR REGRESSION METHOD

Sales
3000 2500 2000 1500 1000 500 0 0 2 4 6 2415.38 2387.03 2038.84 1996.78 1794.51

y = 205.24x + 1277.5

Sales 1342.64 Linear (Sales)

The X-axis constitutes years starting from 2005 till 2010 and Y-axis constitutes sales in crores.

Here, linear regression equation is y = 205.24x + 1277.5 To find out the sales forecast for the year 2011, substitute x = 7( seventh year) in the above equation We have, y = 205.24x + 1277.5 Therefore, Sales forecast for 2011 = 2714.18 Crores
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FORECAST BY TREND ANALYSIS

Year 1 2 3 4 5 6 7 Sales 1342.64 1794.51 1996.78 2038.84 2387.03 2415.38 2714.195 Forecast 1482.769 1688.0068 1893.2445 2098.4822 2303.7199 2508.9576 2714.1953 Trend 1482.769 1781.426 1958.638 2135.85 2313.062 2490.274 2667.486

Here the numbers 1 to 7 show the years from 2005 to 2011.and the year 2011 is the year for which forecasting is done.

SALES FORECAST BY 3 YEAR MOVING AVERAGE, WEIGHTED AVERAGE AND EXPONENTIAL SMOOTHING
Year Sales 2005 1342.64 2006 1794.51 2007 1996.78 2008 2038.84 2009 2387.03 2010 2415.38 2011 Forecast 3YrMa 3Yrwma Exp.Smoothing 1400 1382.792 1506.3074 1653.44918 1769.066426 1954.455498 2092.732849

1711.31 1943.377 2140.883 1931.857

1870.685 2001.789 2243.548 2369.221

ERROR ANALYSIS
Error CFE Mean Error Mad Mse Mape 3 Year M A 3 Year WMA Exp.Smoothing 1045.68 725.228 1464.278896 174.28 348.56 126484.2004 15.33835255 241.7426667 241.7426667 68737.65611 10.50019501 488.0929653 488.0929653 247618.8198 21.29124691

Among the various forecasting techniques used trend analysis is getting us a better forecast against moving average, weighted average, expected smoothing methods used. And as far as the errors are considered the forecast errors are high in all the table methods. So we can conclude that trend analysis can be a better measure of forecasting.

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Suggestion for Evaluation

Quality of the material received on the basis of the recent data from the industry. Number of observations made regarding the sales. Application of techniques used in relation to the study of operations management. Number of valuable references collected for research purpose. Quality of report made. Way through which datas are expressed and presented.

About the Report

The report presented here describes the overall outlook of the company and the operations of the Birla Cements. This report uses the analysis of forecasting and productivity used in operations management to analyse the company situation and standards. The report uses here the recent datas of the firm from Economic times ,Business today and Money control.

REFFERENCE
www.moneylife.in www.business-standard.com www.economictimes.indiatimes.com www.birlacorporation.com www.business.mapsofindia.com

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