AN ORGANISATION STUDY

AT

EASTERN Condiments Pvt. Ltd

Submitted by
SAJA.K.A
ROLL NO: 32

Submitted to
ISSAC sir
Faculty

Submitted on
07 DECEMBER 2009

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INTRODUCTION

An organization is a planned co-ordination of a number of people and

their activities for the achievement of some specific goals through division of labour, and
hierarchy of authority. An organization study involves the study of the structure and
functioning of its departments.

OBJECTIVES OF THE STUDY

1. To study the organization as a whole.

2. To analyse the Organizational Structure and its hierarchy.
3. To study the various departments of the Organization.
4. To determine how the different departments are functioning.

COMPANY PROFILE

The Eastern Group of Companies founded by Mr. M.E. MEERAN, started with a
dream, making good products available to the common man at the right prices. The
Company was established in 1983, is a pioneer in the state to produce packaged curry
powders, Masala powders, spices and coffee powder.

Eastern Condiments Pvt. Ltd. is a well-established name as Kerala’s largest

manufacturer of condiments and one of the leading brands in south India. An expertise
and experience collated over a period of 30 years has borne fruit. Nation wide branches,
two well-equipped factories situated in the Eastern high range of South India and over
two million satisfied households all over stand as solid evidence of its exceptional repute.
A name that will hold its own for years to come as the worthwhile manufacturers,
distributors and exporters of the quality natural and blended spices powders and spices.

Mr. MEERAN the chairman of Eastern Group started his career as a businessman with
a wholesale provision store at Adimali in 1969, named Eastern Trading Company. He
could establish a good sales network in Idukki district and the businessman in him felt the
niche for spices powders, at a time household were sparingly using such powders in their

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daily cooking. As years passed he started an agency business in 1975 named Eastern
Agencies at Adimali where its wholesale shop was located. He had taken products from
in and out of the state and worked as an agency for trading. The unit shown scope for
better prospectus and the present popular Eastern Condiments was established in
1983.Within a few years it could become the market leader, though a number of curry
powder industries have sprouted up, all over Kerala.

Eastern Condiments Pvt. Ltd. (ECPL) started as a family-managed business and soon
transformed into a professionally run organization by adopting several steps to imbibe the
principles of sound corporate governance practices.
The team is led by the Group Chairman, Mr. M. E. Meeran and assisted by the Board of
Directors, Mr. Navas Meeran, Firoz Meeran, Mr. M.S. Ranganathan and Mr. M.S.
Sebastian.
Currently, ECPL employs approx. 1300 employees across its various region

The various departments in Eastern are:

Accounts and Finance

Human resource management and Administration
Production
Maintenance and Electrical
Marketing
Quality control
Purchase
Exports
IT
Production planning and Control

3.2 ORGANISATION CHART

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VISION

To be the preferred provider of products and services of outstanding value,

satisfying the basic needs of the mass market through the adoption of globally acceptable
standards and continuous innovation.
To be the preferred employer in the industries we are in, by providing a
challenging work environment and adding value to our people through exposure and
shared learning.
To be the preferred business partner of all our stakeholders, by providing them
with exemplary benefits and shared growth.

EASTERN CONDIMENTS PRODUCT PROFILE

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 India is considered to be the home of spices. Spices play a very important role in
our national economy. The purity and freshness of Indian spices and spice powders has
grown into a favorite in India and all over the world. Spices are used in many countries as
flavouring agents. They improve the flavour and acceptability of cooked food and make
them more delicious. Eastern Condiments Pvt. Ltd. has different varieties of spices, curry
powders and pickles on its product mix. The purity and freshness of Eastern curry
powders made Eastern a house hold name and to it grew to be a leading brand in Kerala.

Eastern curry powders popularly known as ‘Strong Masala’ is processed using

the unique flavour-lock technique. The best quality spices are powdered under stringent
temperature control, using micropulverisers ensuring that the precious volatile oils that
give the flavour to the spice are preserved. Eastern curry powders are so pure and fresh so
that use just half as much as any other for excellent taste.

Eastern curry powders are a household name in Indian and export to various countries
like Middle East, U.K, U.S.A, Australia and Germany. Eastern has grown into a favourite
in Indian home across the world. Excellent quality and right pricing has become the
winning formulae of the Eastern Group. Eastern curry powder is fast growing into an all
India brand with its entry into new markets and the introduction of market specific new
variants.

PRODUCTS OF MANUFACTURING

Eastern Condiments Pvt. Ltd. has different varieties of spices, curry powders,
blended curry powders-Masala, instant pickle powders and pickles. The company’s pickle
market is mainly concentrated in exporting. The different categories of products are as
follows:

DIRECT POWDERS

SPICES

TUMERIC POWDER

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CHILLI POWDER
CORIANDER POWDER
BLACK PEPPER POWDER
DRY GINGER POWDER
BIG JEERA POWDER
CUMIN SEED POWDER
METHI POWDER

RICE
PUTTU PODI
APPAM PODI
IDIYAPPAM PODI
CHEMPA PUTTU PODI
PATHIRI PODI
BLENDED CURRY POWDERS
RASAM POWDER
SAMBAR POWDER
PICKLE POWDER
PAV BHAJI POWDER
FISH MASALA
CHICKEN MASALA
MEAT MASALA
KABAB MASALA
CHANA MASALA
GHARAM MASALA
BIRIYANI MASALA
VEGETABLE MASALA

PICKLES

MANGO PICKLE
TENDER MANGO PICLKE
LEMON PICKLE
GINGER PICKLE
GARLIC PICKLE

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FISH PICKLES
PROWN PICKLE
MIXED VEGETABLES PICKLES

TEA & COFFEE

COFFEE POWDER (ADIMALY KAPPI)
EASTEA

FUNCIONAL AREAS OF THE ORGANISATION

DEPARTMENTS

Eastern Condiments Pvt. Ltd. Adimali has ventured its functioning into various
departments.

HUMAN RESOURCES
MARKETING
ACCOUNTS AND FINANCE
PRODUCTION PLANNING AND CONTROL
EXPORTS
IT
PURCHASE
QUALITY CONTROL
MAINTENANCE AND ELECTRICAL
PRODUCTION

HUMAN RESOURCE AND ADMINISTRATION DEPARTMENT

Human resource is the most important asset of every company. It is the backbone of
every organization. The success and failure of every company is dependent upon its

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human resource. It is a fact that the people are vital for the effective operation of a
company as human efforts and minds are the main driving force behind any organization.
The key factor in the growth of Eastern is mainly the good and healthy employer-
employee relationship. About 1700 employees are working with one heart and institution,
where 80% comprises women workers.

STRUCTURE OF H R D DEPARTMENT

HEAD (H R & ADMIN)

SR. MANAGER

SR. OFFICER

OFFICERS

RECRUITMENT AND SELECTION

Recruitment is only one of the steps in the selection process. Vacancies arising in an
organization due to various reasons such as resignation, termination, death, employ’s
promotion or transfer etc. has to be filled by recruitment and selection.

MARKETING DEPARTMENT

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 Marketing is an integrated communications-based process through which
individuals and communities discover that existing and newly-identified needs and wants
may be satisfied by the products and services of others.

Marketing is defined by the American Marketing Association as the activity, set

of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large Marketing is
the core of all management functions. One of the important reasons behind the success of
the company is its marketing strategy compared to their rivals. The system followed by
Eastern is very unique and it has been very effective. They deal with the wholesalers and
retailers directly at their doorstep with the help of around 75 vehicles going in as many
different routes covering the entire state.

DIRECT SALES

This peculiar feature of Eastern curry powders helped it to vary from other
companies. The group directly distributes the products to retailers in Kerala. The
company has around 400 vehicles, which go on around routes covering the entire state. A
sales executive, sales assistant and driver are there on each van to go for the sales.

STRUCTURE OF MARKETING DEPARTMENT

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 SENIOR MARKETING MANAGER

MARKETING MANAGER ADMIN. STAFF

ASST MANAGER

SR.SALES EXECUTIVES

SALES EXECUTIVE

STOCK SALES
ASST DRIVER

The various sales techniques consist of:

Route Sales
Factory Fresh Outlet
Export Sales

FINANCE AND ACCOUNTING DEPARTMENT

Financial management is that managerial activity which is concerned with the planning
and controlling of the firm’s financial resources. It deals with finding out various sources
for raising funds for raising funds for the company.

The objective of Financial Management or goals of business finance is to

maximize the company’s economic welfare. There are mainly two steps for achieving this
specific objective. They are:

STRUCTURE OF FINANCE DEPARTMENT

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 CHIEF FINANCE OFFICER

FINANCE CONTROLLER COMPANY SECRATARY

ASST. GENERAL MANAGER

DEPUTY. MANAGER

SENIOR OFFICER

OFFICERS

PRODUCTION DEPARTMENT

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 The function of the production department is to produce products on time, to the
required quality levels, at the defined product cost.
The first step in production takes place both at Adimali and Theni where the raw
materials (chilly, turmeric, coriander) needed are purchased in bulk are cleaned, roasted,
crushed, powdered and packed and dispatched to Adimali for further packing. The
company itself handles the distribution.

PRODUCTION FLOW CHART

Chilli, Coriander, Cleaning Roasting

Drying
Turmeric & Spices

Powdering
Mixing

Packing

Marketing

PRODUCTION DEPARTMENT STRUCTURE

DIRECTOR
PRODUCTION

PRODUCTION
HEAD

PRODUCTION
MANAGER

SR.SUPERVISOR ASST.MANAGER

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 SECTION SR.SUPERVISOR
SUPERVISOR

SECTION
WORKER SUPERVISOR

WORKER

IT DEPARTMENT
(INFORMATION TECHNOLOGY DEPARTMENT)
The whole organisation is computerized. All the departments are connected via a
network. Eastern uses oracle based software called Orion, which has been customised to
suit the needs of this particular organisation. This software has been developed by 3i.The
networking is done through a BSNL lease line and it has 2 mbps speed. Currently the
organisation has only 1 lease line, but they will get 2 more lease lines to make the system
foolproof at all times. So the organisation will have a total of 3 lease lines in the near
future.

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STRUCTURE OF THE DEPARTMENT

IT Director

Mgr. Application Mgr. Infrastructure

Sr. Officers

Officers Officers

PURCHASE DEPARTMENT

The purchasing department is responsible for providing the materials, components

and equipment required to keep the production process running smoothly. A vital aspect
of this role is ensuring stocks arrive on time and to the right quality.

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STRUCTURE OF PURCAHSE DEPARTMENT

A G M - PURCHASE

ASST. PURCHASE
MANAGER

SR. OFFICER

OFFICER

PRODUCTION PLANNING AND CONTROL DEPARTMENT

Production planning and control department plans everything regarding

production. It finds out what is to be produced, when, where, what quantity, and it even
informs the purchase department about what raw materials is to be purchased for
production. PPC regulates stock inflow and out flow with the help of ORION software, so
the amount of stock will be readily available. With the help of ORION they get a
statement, based on that statement they can also manually check the amount of stock and
production made. All 5 locations are handled from Adimaly itself

PROCEDURE

 They make plans according to the data provided by the marketing department
(The requirements for coming period)
 Based on this they give instruction to the purchase dept and the production dept.
 They plan for 3 months later it is divided on monthly basis and finally supervisors
in production scheduling on weekly basis

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  Production is according to the requirements and will depend on seasonal
demands.
 Total number of employees in this department is 25.

STRUCTURE OF PPC DEPARTMENT

DIR. MANUFACTURING

PRODUCTION HEAD

MANAGER

OFFICERS SR. OFFICER

LOADING & UNLOADING

SUPERVISOR

WORKERS

STRENGTHS

 In Kerala it is the market leader with more than 70% market share to almost all its
products
 Eastern is the largest exporter of spice powders in consumer pack from India that
export mainly to Middle East, U.K., U.S.A, Australia and Germany. Presently the
company is exporting 60% of its products

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  Award for outstanding export performance by spices board India, for the
consecutive years 1997-98 to 2007-08
 DIRECT SALES - company’s own vehicles undergoing distribution aids to give
an important mode of advertisement.
 Fully computerized departments- it enables them easy handling of transactions
and documentations.
 Ensures high quality in all products through modern lab facility.
 Company has got ISO9001-2000and 22000 certification.

CONCLUSION

The study conducted at Eastern Condiments Pvt. Ltd., which is one of the
pioneer in Condiment industry and the market leader in variety of packaged curry
powders in South India. It was a general study regarding all functions and aspects of
Eastern Condiments Pvt. Ltd., and giving more importance to Human Resource,
Marketing, Finance, Production, and Export. It is found that a cordial relationship is
maintained between all departments for the smooth functioning and achievement of the
organizational goal of maintaining the market leadership and company’s image. Eastern
has achieved these enviable heights mainly due to the hard work and commitment of
quality besides bringing a good product at right prices to the consumers.
The study helped me to understand that how the company identifies the right taste of the
consumers and how it became the leading brand in south India and largest exporter of
spice powders in consumer pack from India. I was also able to understand some of the
opportunities and threats of the company.

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