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PURE SPICES

making your dish.a delicacy


TM

DIVA SAMNOTRA
MADHUR GUPTA

12
26

MADHAV SHARMA 25

SHARAD GUPTA

47

SUGANDH GUPTA 54

INTRODUCTION
Spices is one of the main horticulture crop, which is used for flavoring and seasoning the food substances.
India is the largest producer, consumer and exporter of spices and spice products. The Department of Agriculture and Cooperation, Ministry of Agriculture, is the prime agency responsible for the integrated development of spices in India.

ABOUT US

We are a spice manufacturing concern, with a unit producing 2 basic types of spices.
We are launching business in Jammu, J&K in June 2013 under the name PURE SPICES. We have acquired our trademark and are also certified with the AGMARK grade standards.

We aspire to become a giant masala company by creating an enviable reputation in the domestic and international market. Based on our firm commitment to provide quality, our products undergo stringent quality tests and are packed to keep the freshness and wholesomeness intact for the consumer. We assure that over a short period of time we will be perceived as one of the most dedicated and customer oriented organizations.

making your dish a delicacy

Our Mission
Keeping in mind the inherent qualities of Spices, we

ensure the highest standards starting right from the


time of procuring the whole spices till the time they are packaged and delivered to the clients. The company's philosophy centers around the customers and stresses on providing the best

products at the most reasonable prices.

Our Vision
Our vision is to provide, in every kitchen our finely ground and blended spices not just adding the flavor to the delicacies but also the real aroma of our spices.

Owners Profile
PURE SPICES is founded by a group of 5 people who are MBA pass outs from TBS, JU. Their contribution towards the establishment of the organization in terms of finance is 20% of the capital investment each. They will be heading the following departments:

Diva Samnotra Finance


Madhav Sharma- Production Madhur Gupta- Marketing Sharad Gupta- Accounts Sugandh Gupta- Personnel

LOCATION
Our Manufacturing unit will be situated in an area
of 10,880 sq.ft. in the Industrial area SIDCO Bari Brahmana, Jammu.

Our Address
SIDCO Industrial Estate Phase-II, Bari Brahmana Jammu, Jammu & Kashmir -181 133 (India).

Plant Layout

Infrastructure
For producing highly hygienic and nutritional
food items, we have developed world class infrastructure.

Our infrastructure is backed by the-state-ofthe-art machines and equipment that have high performance and are easy to operate.

Details of the proposed project


Manufacturing process
COLLECTION OF RAW MATERIALS
CLEANING OF RAW MATERIALS GRINDING FINAL PRODUCT- GROUND SPICES PACKAGING

OUR PRODUCTS

Product
1. Lal Mirch powder

2. Turmeric powder

Packaging
LAL MIRCH
HALDI

100gm 500gm 1kg


100gm 500gm 1kg

5kg
5kg

Machinery and equipments

1.IMPACT PULVERIZER
We have installed a pulverizer which grinds 30kg whole turmeric per hour. Cost- Rs. 2,25,000 Purchased from Shivraj Agro Industries, S. No. 45/3/3, Nimbalkarvasti, Gujarwadi Road, Katraj, Pune - 411 046, Maharashtra, India.

PULVERIZER

2. GRINDER We have installed a spice grinder which processes 30Kg of whole red chillies / 30 mins. It costs Rs. 2,00,000.

We have one such machine in our processing plant from A.V. Engineering Works, Patiala, Punjab.

3. HAMMER TYPE GRINDING

MACHINE:
We have installed one hammer type grinding machine which can process 30kg of whole spices per hour. It cost Rs. 1,75,000 Purchased from A.V. Engineering Works, Patiala, Punjab.

4. SEALING MACHINE
We have installed two types of sealing machines which cost Rs. 55,000 (both) from Modern Engineering Works, B-47, Sec-10, Noida, U.P, India.

5. BATCH PRINTING MACHINE:


We have installed one batch printing machine used for printing the details on the label.

It costs Rs. 20,000.


It is purchased from Modern Engineering Works, B-47, Sec-10, Noida, U.P, India.

Quality Control
The reason for success of PURE SPICES" is
hidden in virtue and policy of strict supervision at every stage of production.

Quality is maintained by our technical experts, with


the aim to produce goods as per the ISO Standards and accomplish orders without any hassle ensuring timely delivery.

Legal requirements
Approval of site plan by the Municipality i.e. BM (Bari Brahmana Municipality).
Approval from District Industrial Centre

Approval from Commercial Taxes Department.


Pollution Control Boards NOC Health Safety Certificate & License from B.M. under Food & Safety Act

Registration & License of AGMARK from Agriculture Ministry Govt. of India Labour Registration Certificate Tax. Identification No. and Certificate from Sales Tax Department.

Water Supply Connection form


Electricity Supply Connection form

Partnership agreement
Contract with the SIDCO

Marketing strategy
SEGMENTATION, TARGETING AND POSITIONING.

Segmentation
Segmentation can be defined as dividing the customers according to their needs and wants. There are four types of segmentations namely:
Geographic

Demographic
Behavioral Psychographic

Targeting
It can be defined as a process of evaluation and selection segments or a group of customer to cater our goods and services to that specific group.
Users of Traditional spices

Hotels And Restaurants


Wholesalers Distributors Catering Houses

Positioning
It refers to depicting a distinctive place in the mind of the customers. We follow product specialisation and channel specialization and as a Traditional Spices of INDIA.

Branding decisions
Brand can be defined as a name,term,sign,symbol,logo, or combination of all done to differniate the product from the competitor as well as markerter.
Brand name: PURE SPICES

Tag Line :making your dish a delicacy.

Packaging
Packaging refers to the outer covering of the final physical product. We pack ready-to-use ground spices in aluminum pouch and final outer most cover is a cardboard box.

Pricing
Price means value of products in terms of money. It is anything given in return of product.
At Pure Spices we follows Markup Pricing method. We simply add our markup on cost of production.

Markup Price =

___Unit Cost____ 1-Desired Returns on Sales

Place
Place refers to the Distribution Channel. Distribution Channel means a set of interdependent organization involved in the process of making goods available for the use of final consumers. It is a pathway through which product reaches to the final consumer.

We will follow two types of distribution. The two types of the distribution are Physical channel and Direct channel.

The physical channel deals with Distributors, Wholesalers and Retailers, then to end consumers.
Direct channel deals with getting orders from Hotels and Restaurants directly and delivering them the products as their demands.

Physical

Distributors Wholesalers Retailers

Direct

Hotels Restaurants

Promotion
Promotion includes various elements like Publicity, Sales Promotion, Public Relation, Advertisement, etc. These all together forms Promotion Mix.
In Pre-launch campaign, we will use hoardings and banners, distribute leaflets, pamphlets. And will also give advertisements on Radio stations like 92.7 fm. Post-launch campaign includes regular advertisements in Newspapers and Television.

People
Here people can be defined as the general staff or employees of organization. Pure Spices, basically hygiene and convenience of the customers oriented company uses more of machinery rather than human power. So we include in all 10 employees from top to bottom controlling from the production process to the final distribution. The employees include 1 accountant, 1 driver, 2 Sales Executives, 1 Supervisor and 5 operators.

SWOT Analysis

Strengths
Focus on health and convenience.
Well conceptualize product. Proposed Strong Distribution Network.

Maintenance of Quality by State of Art technology.


Pure aromatic spices. Trained Personnel. Reasonable Rates

Weakness
Newly Established unit.
Low scale of operation at initial stage. Dependence on existing distribution channels.

Unaware public.
Product and raw materials cannot be stored for long time.

Opportunities
Huge potential of demand.
Increased consciousness among educated class related to health and hygiene. People are more concerned about the taste of the food. Diversification

Threats
Present competition in the market
Constant increase in costs in terms of raw material inputs, services, power and fuel. There may be a fear of tough competition at later stage. Other brands like Kanwal Spices, Chinar Spices, Kesar Spices. MDH & BMC.

ADVERTISEMENT

COLD CALLING
Try selling directly to Hotels and restaurants. Look in your local phone book or online and call different chefs and restaurants and tell them about your product.

ADVERTISE IN COOKING MAGAZINES AND BOOKS We can advertise in specialty cooking magazines and books.

SEARCH ENGINES Yahoo Local Searches Google Local Searches If we include our business in the Yahoo &Google Local Searches, when people search for our products in our local area, our business will appear in the list.

OTHERS Website :- We decide to create a website specially for J&K to inform consumers about different spices and make it possible for them to purchase it online.

Print Media.
Radio.

Banners.

Michael Porters Five Forces Model

1. Threat from competition


In Jammu city there are many local spice manufacturers, but out of these our main competitors are : Kanwal Spices is a competitor of Pure Spices as it serves the same segment of Spices, but the prices are higher than us (Pure Spices). Shikara Spices there main focus of business is on Kashmiri people only. Chinar Spices they mainly deal in wholesale packaging of spices and less focus on end users. Some National Brands like MDH Spices & BMC Spicesour prices are less than there prices, but the quality is more or equivalent.

2. CUSTOMER BARGAINING POWER Customers dont have much of bargaining power as quality of the product justifies the reasonable prices. Thus, customers bargaining power is low. 3. SUPPLIERS BARGAINING POWER Suppliers bargaining power is High as they have to supply goods from outside & on-time delivery is important so the supplier can demand price.

4. THREAT OF SUBSTITUTE

Threat of the substitute is High but we can tackle them by proving better quality and aromatic spices to our customers at reasonable prices.

5. THREAT OF NEW ENTRANT Threat of new entrant is high as the city has potential growth in manufacturing sector.

THANK YOU