INDUSTRY VISIT REPORT

STOVEKRAFT PVT. LTD

VISIT DATE : 14th October 2014

PRAJWAL KUMAR
1st MBA B SECTION
ROLL NUMBER 45

INTRODUCTION
Stovekraft Pvt. Ltd. (ISO 9001:2008 certified) is the largest private limited company in the
Indian kitchen appliances industry with a turnover of over $ 100 Million in the year 2012-13
alone.
Our flagship brands, Pigeon and Gilma, each have a unique customer proposition and
deliver high quality products. Across both brands, we offer premium kitchen solutions
through our wide range of products including pressure cookers, non-stick cookware, gas and
induction cooktops and mixer grinders among others.
We are committed to individual safety as well as social welfare and provide equal
employment opportunities. Currently, we are supported by a staff of over 1500 dedicated
employees.
Our thriving business relies on three manufacturing facilities in Bangalore, Baddi, and the
latest plant that is coming up in Sikkim. Our largest plant is the one in Bangalore, spread
over 43 acres with 400,000 sq. ft. of built-up area, which churns out 7 million units annually.
Our core value is care for the customer and this reflects in all our kitchenware, with every
item being designed to serve our customers better.
As of now, a Stovekraft product is sold every 5 seconds across the world and we like to
believe that we have gained just as many satisfied, loyal customers in the process as well.

Vision
To establish Stovekraft as a global brand, known for its values, assertiveness and the acumen to
adapt to an ever-changing environment.
Mission Statement
To deliver innovative, user-friendly and superior quality products at best value to the customers,
keeping in mind the prosperity of the company and its stakeholders.

BACKGROUND
From a modest beginning in 1994 manufacturing kerosene wick stoves and a turnover of 3
Million INR to an organization with a current turnover of 5000+ Million INR, Stovekraft
Private Limited (SKPL) is an enviable entrepreneurial venture by Mr. Rajendra J Gandhi.
In 2009, Stovekraft forged a joint venture with Italian modular kitchen maker, Spagnol
Cucine, to front-end super premium futuristic kitchens in a price band ranging between 4
lakhs to 25 lakhs in Bengaluru.
Set up in 2010, the Companys state-of-the-art facility spread over 10 acres in south
Bengaluru has propelled growth further. It is the largest installed manufacturing facility for
kitchen appliances in India.

Today, the organization has a core team of distinguished experienced professionals

spearheaded by Mr. Gandhi, the Managing Director. The group is a dominant player in the
kitchen appliances industry and has been making rapid progress over the past several
years, posting a growth rate well above the industry average.
Going forward as well, in our quest for innovation, we will continue to work hard and provide
a wide range of innovative products to offer Complete Kitchen Solutions for Modern Living.

We are strongly positioned to become the largest kitchen appliances Company in the
country by 2017, having one of the widest product portfolios with very high brand value and
recall among consumers

PRODUCT/SERVICES OFFERED BY
COMPANY
We have fully integrated in-house end-to-end manufacturing units that individually cater to all product
categories we operate in. The integration process ensures that we are able to maintain stringent
quality checks, ensuring that every product released into the market is nothing short of perfect.
Some key highlights:

The latest inclusion to this infrastructure is the completely integrated roller coating non-stick
manufacturing facility which is fully equipped to customise products according to the needs of our
international clients, including work on design, coating, thickness and material processing, to name a
few.

MANAGEMENT OF OPERATIONS
management concerned with overseeing, designing, and controlling the process
of production and redesigning business operations in the production of goods or services. It
involves the responsibility of ensuring that business operations are efficient in terms of using
as few resources as needed, and effective in terms of meeting customer requirements
The founder and Managing Director of Stovekraft, Mr Rajendra J. Gandhi always believed in
a simple edict, Keep it simple. It is a philosophy which he put in practice over two decades
ago and practices it to date.
His passion for making high quality kitchen appliances has its origins in backroom of the
kitchen utensil store that his family owned. During the lean hours of the day he took to fixing
the pressure cooker handles that came in for running repairs. It was then his vision and
strategic decision making ability came to the fore. He was quick to identify two key
ingredients within the kitchen appliance market that would make for sure shot success. One
was the customer need for value for money products and the other was the opportunity the
market provided, to introduce innovative customer-centric products.
His hands-on approach and the conviction of mastering all aspects of a business fueled his
need to understand the manufacturing and supply chain aspect of the kitchen appliance
category. His deep insights into the cooking needs of the Indian housewife came in handy
and in 1999 his dream took wings - Stovekraft Private Limited began business operations.
Today apart from having a formidable presence in a range of kitchen solution categories,
Stovekraft Private Limited is the largest LPG stove manufacturing company in India. With a
strong professional team in place, Stovekraft Pvt Ltd is at an inflection point, poised to take
the next quantum leap both from a product development and customer value perspective.
Mr. Gandhi continues to focus on his vision of charting out newer ways to provide value to
the customers. And yes he does so in the best way he knows keeping it simple.
A production system comprises both the technological elements (machines and tools) and
organizational behavior (division of labor and information flow). An individual production
system is usually analyzed in the literature referring to a single business, therefore it's
usually improper to include in a given production system the operations necessary to
process goods that are obtained by purchasing or the operations carried by the customer on
the sold products, the reason being simply that since businesses need to design their own
production systems this then becomes the focus of analysis, modeling and decision making

MARKETING APPROACHES,
TECHNIQUES & STRATEGIES
Pigeon the flagship brand of Stovekraft, has a very active and highly engaged Social Media
presence. Pigeon Kitchen Lifestyles is dedicated to empowering the contemporary women and men
alike by bringing them fresh and unique ideas about Kitchen and Lifestyle.
MARKETING APPROACHES
Pigeon (Stovekraft) has wide market segmentation and wide presence through the nation catering to
people of all income groups, with there variety of products to offer the consumers.
Pigeon sells its products with dealers, wholesalers, to companies like bigbazar, ezone, metro cash
and carry etc who in turn sells to the consumers.
MARKETING TECHNIQUES
Pigeon uses budgeted technique and offers wide range of selection to the consumers in all home
appliance platforms, it has also introduced festival offers and discounts on its products making it more
attractive to the consumers.
Pigeon (stovekraft) has ensured to serve quality products to its consumers thereby ensuring safety
and good gauge appliances and quality after sales service, which attracts more consumers to go for
pigeon brand.
STRATEGIES
Pigeon has engaged in promotion in the social media which has wide presence in todays world, also
giving attractive TV commercials and newspaper ads it ensures that the customers needs are met.

Pigeon launches the "Happy Deal-wali" Diwali Offers

October 1, 2014

Pigeon has always delighted consumers with their superior product quality and incredible value for
money price points.
The "Happy Deal-Wali" Diwali Offers will ensure the smile on this auspicious occasion is even bigger.

Super Storm a mixer grinder powered like a Hurricane.

Feburary 2014

We introduce Super Storm, a perfect mixer of Power and More Power. The Pigeon Super Storm mixer
grinder powered by Hyper FHP (750 Watts) Motor with Forced Air Circulation Technology (FACT), its
not just a mixer grinder but its a mini hurricane for all your grinding needs.

An All in One Super Cooker that amazes you with the things it can do.
January 2014

Stovekraft is proud to present technological marvel that will forever change the way you evaluate your
next cooker purchase.

CoreValues

Care

for our customers.

Commitment

to creating value.

Respect

towards all stakeholders.

Integrity

in all corporate behaviour.

CONCLUSION
As a corporation that spans the length and breadth of the nation, we have a strong presence across
all parts of the country. This is manifested through:

A network of 25 Super Distributors, CF Agents and 300 Distributors.

Presence in all major modern retail chains.

Strong institutional sales partnerships with direct sales to other institutions.

A strong network of company-owned outlets for our premium Gilma brand.

They have not only made our mark in India, but are also making waves globally, with their wide range
of premium products, catering to the needs of potential consumers in countries such as Middle East,
Africa, Sri Lanka, Singapore, UK, Canada, Australia, and Fiji.
Stovekraft uses machinery of TOSHIBA

and many such top class equipment , the Bangalore

Kanakpura industry gives employment opportunities to many female individuals thereby giving an
equal chance to them.
Also the company employs about 2000 employees in 3 shifts a day . each for 8 hours .
And pays R.s 6300/- p.m to the labourers.
I am privileged to have got an opportunity to visit the facility of Stovekraft, which has made me
understand how a appliance manufacturing industry works, starting from the layout of the plant until
the precision till the product is packed and shipped. It was indeed an amazing experience.

The mix should consist of:

the right product

sold at the right price

in the right place

using the most suitable promotional techniques

Advertising, promotion, packaging and branding are important marketing tools which are
used to make products and services more desirable and hence increase sales and profits.

Packaging typically refers to the material in which a product is packed - or more specifically,
the surface design on the material. However, a wider definition includes all the various
aspects of presenting a product - e.g. the shape size and appearance of the packaging,
colour and design, the convenience of using the packaging etc.

Today businesses have an increasing market focus. If organisations are to serve the needs
of their customers they need to be structured in such a way as to identify and meet customer
requirements.

More than likely, you will find that the conversion rate on marketing is very low. Even the
most successful campaigns measure leads and converted sales from those leads - in the
10-20% range. This helps to shatter any illusions about instant success, but it is also an
opportunity for improvement.