A

PROJECT REPORT
ON
“ANALYSING OF B L AGRO EDIBLE OIL IN
MARKET
AT
B L AGRO EDIBLE OIL, Ltd., BAREILLY

Submitted By
Aviral Deep Saxena

Under the guidance of

prof. Thakur
Submitted to
University of Pune
In partial fulfillment of the requirement for the award of the
degree of
Masters of Business Administration (M B A)
Through
ASM’s
INSTITUTE OF PROFESSIONAL STUDIES
PIMPRI ; PUNE -18
 DECLARATION
I hereby declare that work on project entitled

‘’Availability of Edible Oil Of B L Agro in Market”

Submitted in partial fulfillment of the requirement for the degree of

Master of Business Administration [MBA]

to Pune University, Pune

is my original work and is not submitted to any other degree, diploma,

Fellowship or other similar title or prizes.

The project has been individually carried out as a part of

summer internship training and is meant for academic purpose only.

Place: Pune Aviral Saxena

 ACKNOWLEDGEMENT

First and foremost I thank god, my parents and my friends for blessing showered on me. All my

efforts will remain meaningful authorities, who helped me more than I expected, while I working on my

project.

I had project privilege of undergoing major concurrent project for two months at B L Agro

Ltd at Bareilly. I would like to express my sincere gratitude to Mr. Nagandra Singh (Marketing

Manager) for providing me an opportunity to undertake major concurrent project and guidance

throughout the project to complete successfully.

I extend my sincere thanks and acknowledgement to Mrs. Sindhu and all the staff of B L Agro

who extended their wholehearted guidelines and their cooperation, in spite of their schedule in

completing my project work successfully.

I would like extend my sincere feeling of gratitude to Prof . Vandana Thakur (Internal Project

Guide). Finally I thank to all the faculty member of our institute who have given me their valuable

suggestions from time to time.

Aviral Deep Saxena

 EXECUTIVE SUMMARY

The title of the project is “Avalabity Of Edible Oil Of B L Agro”. The project was carried out at B

L Agro Pvt. Ltd., Bareilly which is prominent oil firm . The duration of the project was of two months i.e.

15/05/2010 to 15/07/ 2010.

One of the fastest growing firm in the market.

With a Team of highly trained & experienced manpower; it consists of independent teams for

institutional & corporate sales. It is 365 days & 24 hours operational.

This project is build to achieve certain objectives like how to increase the market share of B L AGRO &to

find out the sale trends of the edible oil in Bareilly

                         This study will give you the keys to bringing new customers. To show you how all of the

pieces work together, we have broken the process down into 3 phases:

• Create the appropriate messaging and branding

• Reach out to new customers

• Get the right resources,

                                    There are two things that we have looked at.

.1) when will customers get back?

2)  How to get them back?

                                 It’s a quite a moving target but we have gone through a long period of recession and

people have started to change their thinking.

                            

          As this is the practical approach, after the interaction with customers, we believed that they require

comparison of one brand with others

CHAPTER 1

INTRODUCTION
 INTRODUCTION

INTRODUCTION AND HISTORY

With a history that goes back to 50 years, B.L. Agro Oils Ltd. is a company with a simple corporate

objective - to manufacture, package and market the purest possible edible oil that would offer

healthier and tastier solution to

Millions of consumers. Currently, B.L. Agro is in the business of Refining,

Quality Control, Packaging and Marketing of branded mustard and other

edible oils

VISION

To be a way of life for every Indian.

MISSION

To be the benchmark in purity and perfection. To achieve a leadership

position in the Indian market and to become the preferred Indian edible oil

name globally.

QUALITY POLICY

B.L. Agro Oils Ltd. is committed to total customer satisfaction, and

compliance with regulatory bodies at all times and at maximum

effectiveness.

We aim to

- Consistently enhance our understanding of market dynamics and changing

customer needs so as to offer finest quality products that at all times meet

our customers' expectations and the ever changing demands of the market

place.

- Provide a high level of service to our customers with minimum cause for

complaint.

- Maintain a healthy & constructive work environment that enables

personnel to produce optimal output.

- Continually comply with the requirements of ISO 9001:2000, ISO

14002:2004, HACCP and other government regulations and continuously

improve the effectiveness of our Quality Management System.

With a history that goes back to 50 years, B.L. Agro Oils Ltd. is a company with a simple corporate

objective - to manufacture, package and market the purest possible edible oil that would offer

healthier and tastier solution to millions of consumers.

Currently, B.L. Agro is in the business of Refining, Quality Control,

Packaging and Marketing of branded mustard and other edible oils.

MANAGEMENT

The foundations of B.L. Agro were laid half a century ago by its Managing

Director,

Shri Ghanshyan Khandelwal - a veteran of the Indian mustard industry. Since then the management

of B.L. Agro has gained an unmatched, in-depth insight of the industry and the continuously evolving
customer needs. The leadership at B.L. Agro has a vision for the future and their acumen in

adapting to the changing times has translated into consistent growth by the company.

However, the most important attribute of the B.L. Agro leadership is the un-

fallible commitment towards quality, towards customers and towards

Community at large.

At B.L. Agro 'No Compromise with Quality' is a guiding philosophy. And the management takes it as

their responsibility to not just ensure the highest quality standards of company's products but also to

instil this 'quality attitude' in every member of the B.L. Agro organization.

Another distinctive characteristic of the B.L. Agro management team is their strong belief that

“Success and growth do not mean much unless accompanied by trust and respect from the

community.” And over the years this belief has ensured that as a corporate citizen, B.L. Agro Oils

Ltd. earns an image of one of the most respected and revered organization in its region of activity

A true entrepreneur, Ghanshyam Khandelwal stepped into the mustard oil

trading business in the 1950s when he was still at a very young age.

Beginning from Bareilly, he single-handedly expanded operations and soon

transformed Bail Kolhu into one of the most preferred mustard oil brand in

the entire belt of Eastern UP.

A man of foresight and vision Ghanshyam Khandelwal has been the guiding

force behind consistent growth of B.L. Agro Oils Ltd. With an eye on the

future, he has, over the years, displayed a tremendous prowess for

anticipating the changing consumer needs and has repeatedly led the

organization to be a winner in a dynamic industry scenario. The mantras of

CHAPTER 2

INDUSTRY PROFILE
 Edible Oils

India is one of the largest producers of oilseeds in the world

and this sector occupies an important position in the
agricultural economy. Oilseeds and edible oils are two of the
most sensitive essential commodities.  India grows oilseeds on
an area of over 26 million hectares, with productivity of around
1000 kg a hectare. But self –reliance in edible oils is not in sight
and the country imports almost half of its edible oil
requirements.

India has a wide range of oilseeds crops grown in its different

agro climatic zones. Groundnut, mustard/rapeseed, sesame,
safflower, linseed, inversed/castor are the major traditionally
cultivated oilseeds.  Soya bean and sunflower have also
assumed importance in recent years. Coconut is most important
amongst the plantation crops. Among the non-conventional oils,
rice bran oil and cottonseed oil are the most important. The
Indian edible oil industry is composed of some 15,000 oil mills,
600 solvent extraction units, 250 vanaspati units and about 400
refining units.
The National council of Applied Economic Research has
projected the demand for edible oils under three scenarios on
the basis of per capita income growing annually by 4%,5% and
6%.Under the low growth scenario, the demand was to rise to
22.8 million tones ,under medium growth scenario to 25.9
million tones and under high growth scenario to 29.4 million
tons in the near future. The edible oil industry is largely
dominated by the bulk segment. Unbranded segment accounts
for anywhere between 80 and 90% of the total consumption.
Imports are taking place in two forms-refined and crude oil. A
large part of the crude oil gets sold as unbranded oil. The share
of raw oil, refined oil and vanaspati in the total edible oil market
is estimated at 35%, 55% and 10% respectively.

With growing quality consciousness and plummeting price

differences between packaged and non-packaged edible oils,
the packaged edible oil sector will capture 50% of the market
share in coming years. The packaged branded edible oil industry
is growing at 12% annually. Major Players like Marico
Industries is the market leader with its two main brands,
Sweekar and Saffola, having 15% market share, followed by
ITC Agrotech’s Sundrop at 13%. Godrej Foods has a market
share of 11% and HLL’s Flora has 3%. Cargil sells edible oil
through Nature Fresh and Gemini brands, Ruchi groups with
Ruchi Gold and Mahakosh oil, Adani Wilmer Limited, owner of
Fortune brand, National Diary Development Board's Dhara
brand and other small players own rest of the packaged edible
oil market.
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CHPTER 3

COMPANY PROFILE
 B L AGRO Pvt Ltd

Type - Public

Company Profile
Industry - Oil Farm

Founded - 1950

Founder(s) - Ram Khandelwal

Parsakher
Headquarter a
Industrial Area;
Bareilly, India

Nagendra sinah
( Marketing
Manager )
Quidar Ahmead CHAPTER 4
( H R Manager) S
K Sindhu (
Key people -
Marketing
Executive )
Ashish
Khandelwal ,
Director (Finance
& Sales )

Product Profile
Products
 Mustered Oil
Refined Soya
bean Oil
Bail Kolhu Kachchi Ghani Mustard Oil is the flagship brand of
B.L. Agro Oils Ltd. A 'Grade A' Mustard Oil with a unique taste
and pungency, it enjoys a tremendous popularity in the
northern parts of India and is the favourite Kachchi Ghani
Mustard Oil among its vast customer base.

As a category, Mustard Oil is consumed in almost every Indian

household although in variable quantity. Kachchi Ghani
Mustard Oil is perhaps the healthiest edible oil and one of the
best cooking oils, due to its favourable composition.

What is Kachchi Ghani – Its properties and benefits

Kachchi Ghani refers to cold press extraction process of
mustard oil. In the ghani crushing of mustard seeds about 6%
of water is added. This is because, apart from achieving oil
expulsion, water, through the agency of the enzyme myrosinase,
brings about hydrolysis of various glucosinolate. Slow grinding
and frictional heat development release a maximum of pungent
isothio cyanates (essential oil) which enter the oil to give it a
sharp taste and pungent flavor that is greatly relished along the
Indo-Gangatic plain.

The key property of kachchi ghani mustard oil is its essential oil
content (0.25-0.35%) which acts as preservative. Essential oils
are effective anti fungal.
They destroy micotoxin producing moulds. They also exhibit
antibacterial and anti-carcinogenic activity.

The second most important property and benefit of kachchi

ghani mustard oil is that it retains natural micronutrients and
antioxidants present in mustard seed to the maximum extent.

Technical Details with Specification:

Fatty Acid Composition (%)

SFA MUFA PUFA Others

7% 64% Linoleic, 6 Linolenic, 3 2%

    115 % 12%  

Note:

1. Ratio of Omega 6 : Omega 3 is almost 1:1 which is most ideal

and found only in mustard oil among all edible oils.
2. It is major source of Omega 3 essential fatty acid which
human body cannot form on its own and has to depend on
external source only. It is 13%, the highest among all the edible
oils.

3. It is MUFA rich oil like Olive oil. MUFA rich oils are best for
human consumption.

Quality Specifications:
Saponification Value : 168 - 177
Iodine Value : 96 - 112
Unsaponificable Matter (max) : 1.20%
Essential Oil % (min) : 0.25
Acid Value (max) : 1.5
Bellier Turbidity Temperature : 230 C - 27.50 C
Moisture : 0.25%

The Manufacturing
At B.L. Agro Oils Ltd., The sourcing, quality control and
packaging of Bail Kolhu is performed to match the highest
standards – The Double Filter Process ensures that only the
purest product is despatched as Bail Kolhu.

B.L. Agro has an in-house Quality Control laboratory with a

Gas Liquid Chromatograph that ensures the purity and PFA
certified quality in each and every pack of Bail Kolhu.

Genesis of Bail Kolhu

B.L. Agro Oils Ltd. started trading in Bail Kolhu Kachchi

Ghani Mustard Oil in 1958. In the year 1999, Bail Kolhu was
launched in consumer packs and in the first year itself, it
grossed astonishing sales of Rs. 60 crores.

Since then the sales of Bail Kolhu has consistently increased and
today Bail Kolhu is a clear market leader in most of its
distribution territories and commands almost monopolistic
leadership position in many of the markets. The entire belt of
Eastern UP is a stronghold of Bail Kolhu and the brand enjoys a
popular status in Western UP, Uttarakhand, Delhi & NCR.
Within Delhi, Bail Kolhu is the number one Mustard Oil Brand
in East Delhi today. The company is spreading its wings to West
Bengal & Jharkhand also. Bail Kolhu also enjoys a very high
level of brand loyalty amongst its vast consumer base.
Marketing Strategy

Bail Kolhu is marketed through a vast network of distributors

and retailers.

The high customer demand of the Brand ensures that the

channel partners remain motivated at all time and work with
great deal of determination and enthusiasm to push the sales of
Bail Kolhu.

On the other hand Bail Kolhu is consistently advertised and

promoted through the use of mass media as well as through
regular participation in consumer fairs which ensure its
presence in the top of the mind recall set of the consumers as
well as provide a boost to its sales graphs.

Future Plans

During the last 2 years, the company has already extended its
distribution network and is now poised to further expand its
markets. Aggressive expansion in geographic reach and newer
markets is on the agenda. Bail Kolhu is now also eyeing the
overseas market with its export consignment already
despatched Saudi Arabia & Netherland.

Mohan Dhara

Mohan Dhara is a superior quality Refined Soyabean Oil. Since

B.L. Agro Oils Ltd. introduced Mohan Dhara a few years ago, the
brand has created its acceptance in a highly competitive market.

On the product composition front, Mohan Dhara possesses highest

levels of transparency among its competitive brands, which is a
measure of its purity and supreme quality as a healthy product.

Every pack of Mohan Dhara contains finest Refined Soyabean Oil

produced by an elaborate refining process at the B.L. Agro plant.
For Mohan Dhara, crude soyabean oil of specific quality is sourced
from either domestic or overseas markets, and put through Chemical
Refining process using MNR and Nitrogen Blanketing technology.

Refining Process - Why chemical, & why not Physical?

The purpose of refining edible oils and fats is to remove free fatty
acids and other objectionable substances including impurities while
maintaining the nutritional value and ensuring the quality and
stability of the end product.

There are two main refining processes used on crude oils,

chemical/alkali and physical refining, which differ principally in the
way free fatty acid are removed.

Chemical Refining
Chemical/alkali refining consists of following under mentioned
standard steps:

Degumming
It is the first step of chemical refining. Its purpose is to remove seed
particles, impurities, and most of the phosphatides, carbohydrates,
proteins and traces of metals.

The crude oil is treated with food grade processing acids and/or
water at a temperature around 700C which leads to hydration of
most of the phosphatides, proteins, carbohydrates, and traces of
metals. The hydrated material precipitates from the oil and is
removed.

Neutralization
Alkali neutralization reduces the content of the following
components:

Free fatty acids, oxidation products of free fatty acids, residual

proteins, phosphatides, carbohydrates, traces of metals and a part of
the pigments.
The oil is treated with an alkali solution (caustic soda) that reacts
with the free fatty acids present and convert then into soaps stock.
The mixture allows then to separate the oil phase freed from fatty
acids that floats on top from a layer phase of soap, alkali solution
and other impurities, which is drawn off. The oil is then washed
with water to remove the soap, alkali solution and other impurities,
when it is ready for decolorizing or deodorizing process Bleaching
The purpose of bleaching (decolorizing) is to reduce the levels of
pigments such as carotenoids and chlorophyll, but also further
remove residues of phosphatides, soaps, traces of metals, oxidation
products, and proteins. These trace components interfere further
processing and reduce the quality of the final product. These
substances are removed by adsorption with activated clay and silica.
If heavy polycyclic aromatic hydrocarbons are present, activated
carbon is used for their removal. Dosage of these adsorption agents
is adjusted to ensure the removal of the specific substances. The
bleaching clay/silica containing all these substances is separated by
filtration. These processes are partly done under vacuum and at
temperature below 1100C.

Deodorization
Deodorization is simply a vacuum steam distillation process that
removes the relatively volatile components, that give rise to
undesirable flavours, colours and odours in fats and oils. This is
feasible because of the great difference in volatility between these
undesirable substance and the triglycerides (oils & fats).

Depending on the residence time in the deodorizer, the process is

carried out under vacuum (1-3 torr) and at a temperature around
2500C, and using a stripping media such as super heated dry steam
since the substances for odour and flavours are usually volatile;
conditions are adopted within these ranges as appropriate to ensure
the removal of specific substances. Further removal of proteins is
achieved at this step. Careful execution of these four processing
steps ensures that fully refined oils possess good organoleptic and
physiochemical qualities. The extent of protein removal is of critical
importance to absence of allergenicities.

PHYSICAL OIL REFINING

In case of physical oil refining process also we perform the three
unit operation steps (namely degumming, bleaching &
deodorization) like the chemical oil refining process. In the physical
refining process, treatment with alkali is not included/performed,
and due to this, some of free fatty remains in the oils, so these are
removed during deodorization process. The lacunae of this process
is that some of the undesirable matter (carbohydrates, oxidative
products, proteins and traces of metals) retains in the oil after
deodorization which is ultimately responsible for the inferior
oxidative stability/quality of the oils. It lowers the shelf life of the
oil in normal storage period and during cooking and frying, which
thereby responsible for the lower quality of final food product
prepared by the use of this type of oil. For making the good quality
oil, alkali treatment is performed, which is very-very expensive step
in respect to total other three steps, namely, degumming, bleaching
and deodorization. Although alkali treatment is expensive, we prefer
to include alkali treatment for making good quality of oils in respect
to oxidative quality and good shelf life at B.L. Agro Oils.

MNR Technology
This implies maximum micro nutrient retention technology. Edible
oils, contain a number of useful nutrients and vital for health
management. During the process of refining they get reduced. The
beauty of the refinery process technology is that they are retained in
maximum number. For this, we at B.L. Agro Oils observe &
practice such technology where we retain them in maximum
number. Hence, Mohan Dhara is just not empty calories it is a
nutritious healthy, full of vitality, longevity and is a energy packed
in the bottles of Mohan Dhara.

Careful execution of this well designed refining process technology

ensures improvement in stability, enhances the shelf life while
preserving the nutritional value.

B.L Agro Oils takes pain to ensure the quality of oils. To achieve
this big target, total operations are carried out at very benign
operating conditions to save the natural micronutrient from any
damage. B.L. Agro Oils have their own set of design parameters of
the machinery & equipments and standard operating procedures for
the maximum retention of naturally present micronutrient in the
edible oil.
Process of Nitrogen Blanketing & its Benefits

Nitrogen Blanketing of edible oils is essential for:

• Oxidative and flavor stability
• Extended storage period
• Maintenance of nutritive value

Whether refined or not, all oils are sensitive to heat, light and
exposure to oxygen. Exposure to above conditions leads to the
rancidity in edible oils. Rancid oil has an unpleasant aroma acrid
taste, and its nutrient value is greatly diminished.

Also, rancid oils are injurious to health. To delay the development

of rancid oil, a blanket of nitrogen, an invert gas is applied to the
vapor space in storage container immediately just after production
and also in the packing containers. This is referred to as Total
Nitrogen Blanketing.

Care for quality of edible oils during storage is especially important

for refined oil products. Major sources of deterioration may be brass
sampler, reheating and contamination in pipe line and by absorption
of oxygen. B.L Agro Oils have drafted their set of code of practice
bringing together elements of good design of physical facilities and
of good operating practices.

To eliminate any dissolved oxygen content, B.L Agro Oils starts

nitrogen blanketing right from deodorization step.

Current Market
At present Mohan Dhara is a popular brand in many parts of Uttar
Pradesh, Uttarakhand and Delhi. Mohan Dhara is marketed through
a vast network of distributors and retailers. The high customer
acceptance and the promotional schemes offered by the company
motivate the channel partners to work with great deal of enthusiasm
to push the sales of Mohan Dhara.

Balance Lite

Balance Lite is a fast growing brand that has facilitated the advent
of B.L. Agro in the Blended Oil segment

The Blends in Balance Lite - Their Selection & Benefits

One Indian oil that is highest in Omega 3 fatty acid and lowest in
saturated fatty acids and most stable oil is none other than mustard
oil. Hence, to meet our daily dietary requirements of the above
selection of one of the blending components is definitely the
mustard oil. The second one may be either great health oil, the Rice
Bran or the soya oil. The other choices for second blending oil may
be any of the following high monounsaturated fatty acid oil i.e.
Groundnut, Sesame or Palmolein.

The Benefits:
1. Balanced fatty acid intake
a) Essential fatty acid intake (which human body is unable to
produce and has to depend only external sources
b) Desirable Omega 3/Omega 6 ratio intake
c) Consumption of oil/absorption of oil in and /on the product
reduces making the product less calorified
2. Both the Rice Bran & Soya oil are available in refined form. As
the refined oils have quite a high smoke point therefore increases to
the desired level of frying temperature capacity of the blend making
the raw Mustard oil eligible and capable for high temperature frying
and cooking.
3. Blending of oils offers more such range of micronutrients as it
contains of both of the oils.
4. The stability of the oil under normal conditions and during frying
is enhanced.
5. The stability of the food product which is being prepared from
the blend oil increases.
6. Blended oils are best for frying purpose because it tolerates high
temperature without breaking down.

Nourishing Abilities of these Blends

This oil blends provide the benefits of two oils, thereby giving
added value to the consumers.

Blended oils are better balanced in terms of fatty acid composition.

These have improved ratio of Omega 3/Omega 6 fatty acid. Blended
oils have wider range of vitamins & minerals. Blended oils are more
stable for they have wider range of antioxidants. Blended oil have
more number of micronutrients so vital for the growth and
development. Blended oils have more number of phyto-chemicals,
important for human health.
Aviral Dhara - Palmolein and Mustard Oil
Aviral Dhara brand of edible oils comes with two variants – Pakki
Ghani Mustard Oil and Palmolein Oil. Having gained instant
acceptance in the market, the brand is on a steady growth chart.

Pakki Ghani - Pakki Ghani Mustard Oil is extracted from mustard

seeds by employing processing technology of oil expellers only. All
the goodness of mustard oil is there in pakki ghani oils as well. The
only differences lies in its pungent odour. It is made especially for
those who don't like the strong smell and taste, otherwise it is as
good as that of kachchi ghani oil.

It contains the so desirable essential fatty acid (which the human

body cannot synthesize) and in good numbers. It contains the very
vital Omega 3 in highest proportion among all the edible vegetable
oils (12%). And it is very high in monounsaturated fatty acid (65%)
and lowest in saturated fatty acid (5%).

It is therefore, rated even better then the olive oil.

It also has high amounts of Vitamins A, E & K.

It also has rare minerals like selenium, magnesium, zinc,

manganese, iron, calcium and phosphorus.

It is one of the most stable edible vegetable oils because of high

amounts of antioxidants it possess. Its shelf life is very good.

It is heart friendly. It is anti-carcinogenic. It is anti microbial.

It is a medium of preservation. Mustard oil, therefore, is widely

used in preparation of pickles, chutney and other preparations.

It has a high smoke point, i.e. it burns at high temperature which

means that it is good for frying and deep frying purposes.

At B.L. Agro, the sourcing of Pakki Ghani Mustard Oil and

Palmolein Oil is performed with the same care and control. The
crude oil is refined, filtered and subjected to the stringent quality
assurance processes before being forwarded to the packaging unit.

As a healthy and affordable option Aviral Dhara has generated

unexpectedly high demands within a very short span of time. While
Bail Kolhu is preferred in the comparatively high and middle
income households, Aviral Dhara Mustard as well as Palmolein Oil
has emerged as the popular choice in the lower income segments
throughout the region of its distribution that includes Uttar Pradesh,
Uttarakhand and Delhi.
With the continuous geographic expansion of Bail Kolhu, Aviral
Dhara too keeps expanding its presence and forms an essential part
of the company's product portfolio. Aviral Dhara plays an important
role in fulfilling the commitments of B.L. Agro of reaching out and
touching the lives of all consumer segments.

Nourish Delite
It is increasingly recognized now that the balanced intake of
saturated mono and polyunsaturated fatty acids as well as Omega 3
and Omega 6 fatty acids is essential for good health. As no single
oil can supply appropriate quantities of all these in ingredients, the
only alternative method available for improving balanced
consumption of edible oils is to blend oils so that the people have
appropriate fatty acid composition in the oil they regularly use.

Various Blends Planned to be introduced through Nourish

Delite Series:
Mustard and Soya Oil:
As the mustard oil is rich oil Omega 3 fatty acid (an essential fatty
acid, which human body cannot synthesize) and very high in
antioxidants content, it is prudent to blend it with the ones those are
deficient in it. One such oil is Soya oil which is least stable and very
low in Omega 3 fatty acid.

Mustard and Rice bran Oil:

Rice Bran oil is very healthy oil but it too is deficient in Omega 3
fatty acid. Moreover, the extra heavy content of Rice Bran oil will
also help mustard oil to be more stable toward oxidation. Therefore,
we plan to have or blend of the two as well.

Mustard and Olive Oil:

One another good oil considered is olive oil as it contains maximum
amount of monounsaturated fatty acid, oleic acid 71% but at the
same time it is deprived of Omega 3 fatty acid. Therefore, to make
olive oil also balanced healthy oil it has got to be blended with
mustard oil. This blend will be wonderful.

Rice Bran and Flax Seed Oil:

The oil which has the maximum amount of Omega 3 fatty acid is
flaxseed oil but because of seed high content of Omega 3 fatty acid
is stability is very poor. Therefore, to get it stabilized so that can
deliver its maximum benefit its blend with Rice Bran oil will help
consumer to take in adequate amount of Omega 3 fatty acid.

Rice Bran Oil and Soya Oil:

We also have a plan to come out with a blend of Rice Bran Oil and
Soya Oil to enhance the self life of soya oil.

Product Development Process

First of all we have pondered upon the strength and weaknesses of
individual edible oils and selected a few possible blends.
Then in the next step we have blended them in the desired
proportions and done all the experiments at laboratory level to
check it's properties, nutrition values and stability & shelf life.

In the third step the actual cooking/frying/deep frying is done and

the frying properties and behavior is studied. How much oil is
consumed, how much oil is absorbed by the material prepared by
frying/cooking in the blend medium.
Finally, we have done all the above three excesses in other
oil/blends to see the comparative results. And then based on the
above results corrected/amended the blend ratios.

Now we are sure that what we are going to introduce are the best
blends under current government regulations.

This whole R & D on new product development is performed to the

reputed oil & fats R & D house FARE Labs Gurgaon.

B.L. Agro Oils Ltd. is also one of the selected oil players in the
country that have been granted the Blending License. With finest
refining processes, unmatched trust on quality control, and well-
oiled distribution mechanism, Nourish Delite is expected to grow
into a successful edible oil brand in the pan-India markets.

The company is all set to begin its journey with a test launch in the
metro markets of India.
CHAPTER 5
 LITERATURE SURVEY

Customer satisfaction

Customer satisfaction is the key to success. Getting your customer to tell you what’s good about your

products or services, and where you need improvement . Helps you to ensure that your business measures

up to their expectations. The Attached file contains a customer satisfaction survey form designed to help

gather This important information. it was designed to make it easy for customer to fill out and to make it

easy for you to quickly customize to exactly match your company activities. It also includes suggestion

for distributing the form. Ensuring that customer that will return the form, and following up on

comments.

Here are a few principles given by S teve smith.

 The goal is to exceed customer expectation.

 The more the employee satisfaction, the more the customer satisfaction.

 Customer satisfaction is necessary, but not sufficient how many times do

 Satisfied customer switch brands? Answer, a lot.

 All initiative must be derived from defined problems. For instance ,

 Dissatisfied customers don’t buy. That’s an example of a clear problem.

  Initiative must produce either measurable or conceptual benefits. Distinguish between the two

benefits types.

 The plan must be clear and congruent.

 The plan must be resonate with the VP and at least a minority of managers who agree with the

objective and initiative.

The following items amplify customer satisfaction given by Steve smith

 Quality of a company’s product and services

 Quality of the relationship between the co agent the customer.

Responsiveness

Thoroughness Creativity
 CHAPTER 6

OBJECTIVES AND SCOPE

 OBJECTIVES

1-increase sale of the product

2-create regular demand of the product

3—create steady demand

Increase employment opportunity in the societry

4—aims at increanng the quality of the product

5—reduce black marketing

6—maintain the goodwill of the company

7—aims at quality improve ment

 The main objective of the study is to know about the
recruitment, advertising and sales promotin strategies adopted by
BL Agro, India. The study will help to analyze the overall
development of the employee’s satisfaction level & the general
feeling about the various policies of the company. The survey
about the employee satisfaction will help the organization to know
about the overall development and satisfaction level amongst the
employees about the human resource development will help the
management to take necessary actions.

The specific objectives of the study are: -

• To know the functioning of HRD in company.
• To get familiar with the work structure.
 SCOPE

Scope of the work include the study of

demand of B L Agro product with its
competitor’s product in order to drive
the clear picture of the market share of
B L Agro and its competitor .

It is
hoped that this work will help
organization in differentiating the
actual demand with standard
 PURPOSE OF THE STUDY:

1. Trade presence of B L Agro oil

2 . Customer tast & preference analyzing on the basis c of feature of

product & price

3.Maketing mix analyzing

4. Channel strength analyzing

5. Schmes & discount analyzing in Bareilly W. R .F to its operating

competitors

6.Impact & importance of advertisement on sale of B L Agro edible

oil
7. Price mapping & analyzing

8.Importance of communicating mix & Advertisement upon sale

&customer prefrance

CHAPTER 7

RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

There are various number of research methods to conduct

any study Research is to explore various functions of adv, which have
been, adopted by the company to assess the involvement of the
employees of the Organisation.
Tools of Data Collection
1. Primary Source.
2. Secondary Source.

Primary Source:-

Primary source is the source, which is collected for the first time.
Primary
source includes questionnaire, personal interview, observation,
circulars etc.

Secondary Source:-

Secondary source is the source which is not collected for the first time
like journals, books etc. To ascertaining the company profile and
product study, I took the help of data published in the company
journal and various other articles published in magazines.
 SWOT ANALYSIS

SWOT stand for the strength, weakness, opportunities and

threats. The analysis of strength and weakness focuses on
internal factors that give the Organization certain advantage and
disadvantages in meeting the needs of its target market. This
factor derived from the environmental analysis in the preceding
portion of the market plan. This allows the organization to
determine what it does well and what it needs to improve.
STRENGTH:
Strength refers to competitive advantage or distinctive
competencies that give the firm an advantage in meeting the
needs of its target market. Any analysis of the company strengths
must be customer focused because strength are only meaningful
when they assist the firm in meeting customer needs.

WEAKNESS:

Weakness refers any limitation that a company might face in

marketing strategy development
or implementation. Weakness should also be examined from a
customer prospective because customer often perceives
weakness that a company cannot see. It suggests that all firms
should tie their strengths and weaknesses to customer
requirements. Only those strengths that relate to satisfying
customer should be considered true competitive advantages.
Likewise, weakness that directly affects customer satisfaction
should be considered true competitive disadvantage.

OPPORTUNITIES:

Opportunities refer to favorable condition in the environment that

could produce reward for the organization if acted upon properly.
That is, opportunities are situation that exist but must be acted
upon in order to benefit the firm.

THREATS:

Threats refer to condition or barrier that may prevent the firm from
reaching its objectives. Like opportunities, threat must be acted
upon to prevent them from limiting the capability of the
organization.
The SWOT analysis framework has gained widespread
acceptance because it is simple and a powerful tool for marketing
strategy development. However, like any planning tool, SWOT is
only as good as the information contain within it.
Strength

Industry leader in Oil manufacturing

Superior product quality.

Best talent in the industry.

A bunch of qualified professionals with employee age varies to all

ages.

Superior understanding of the market.

Weakness
Customers are less aware about new products that is used by
company.
The salary structure of the executive is below their expectations.
Sales being fallen in Ghee Sector.
Opportunity

CHAPTER 8

DATA ANALYSIS AND DATA INTERPRETATION

1. Are you stock edible oil?

Table-1.4

Frequency Percent Valid Cumulativ

Percent e Percent

Valid Yes 68 68.0 68.0 68.0

No 32 32.0 32.0 100.0

Total 100 100.0 100.0

The same information is presented in the form of diagrammatically as follows

 32

Yes
No

68

2. which different brands of edible oil do you stock ?

Table-1.2

Frequency Percent Valid Cumulative

Percent Percent

Valid saffola 22 22.0 22.0 22.0

B L Agro 42 42.0 42.0 64.0

Mohan 24 24.0 24.0 88.0

light

vital 12 12.0 12.0 100.0

Total 100 100.0 100.0

The same information is presented in the form of diagrammatically as follows

 Frequency
12
22
saffola
B L Agro
Mohan light
24
vital

42

3. what is the size of B L Agro oil packe do you more prefer to stock ?
Table-1.3

Frequency Percent Valid Cumulative

Percent Percent

Valid 500 ml 12 12.0 12.0 12.0

1 lit. 15 15.0 15.0 27.0

5 lit. 53 53.0 53.0 80.0

15 lit 07 07.0 07.0 87.0

20 lit 13 13.0 13.0 100.0

Total 100 100.0 100.0

The same information is presented in the form of diagrammatically as follows

 Frequency
13 12
500 ml
7
1 lit.
15
5 lit.
15 lit
20 lit

53

4. factors affect the customer preference?

Table-1.4

Frequency Percent Valid Cumulative

Percent Percent

Valid brand 17 17 17 17

Price 22 22 22 39

economical

availability 49 49 49 88

Others 12 12 12 100

Total 100 100.0 100.0

The same information is presented in the form of diagrammatically as follows

 Frequency

brand
Price economical
availability
Others

5. Availability of B L Agro edible oil in the market ?

Table-1.6

Frequency Percent Valid Percent Cumulative

Percent

Valid Easily 43 43.0 43.0 43.0

available

Available 49 49.0 49.0 92.0

Not 8 8.0 8.0 100.0

Available

Total 100 100.0 100.0

The same information is presented in the form of diagrammatically as follows

 8

43

Easily available
Available
Not Available

49

6. Do you know which sales promototoinal activities does the company undertake from

B L Agro oil ?

Table-1.6

Frequency Percent Valid Cumulative

Percent Percent

Valid Price off 11 11.0 11.0 11.0

Credit 20 20.0 20.0 31.0

facility
 advertise 8 8.0 8.0 39.0
ment

coupons 37 37.0 37.0 76.0

Others 24 24.0 24.0 100.0

Total 100 100.0 100.0

Frequency
24 11

20 Price off
Credit facility
advertisement
coupons
Others

37 8

7. which schemes are available in the market at present to attract the customers?

Table-1.10

Frequency Percent Valid Cumulative

Percent Percent

Valid Scratch 37 37.0 37.0 37.0

card

Lucky ky5 35.0 35.0 72.0

draw
 Flat 12 12.0 12.0 84.0
discount

Re sale 14 14.0 14.0 98.0

cane

other 2 2.0 2.0 100.0

Frequency
14
2
Scratch card
Lucky draw
Flat discount
Re sale cane
37 other

12

8.How is the consumption of edible oil in your area?

Table:1.11

Frequency Percent Valid Cumulative

Percent Percent

Valid average 49 49.0 49.0 49.0

good 39 39.0 39.0 48.0

 negligible 12 12.0 12.0 100.0

Total 100 100.0 100.0

Frequency
12

average
good
49 negligible

39

9.Do you think that advertisement affects the sale of B L Agro oil ?

Frequency Percent Valid Cumulativ

Percent e Percent

Valid Yes 88 88.0 88.0 88.0

No 12 12.0 12.0 100.0

Total 100 100.0 100.0

 Frequency

Yes
No

10 .Do you think that price affect the sale of B L Agro?

Frequency Percent Valid Cumulativ

Percent e Percent

Valid Yes 60 60.0 60.0 60.0

No 40 40.0 40.0 100.0

Total 100 100.0 100.0

 Frequency
60

Yes
100 No
Total

40

11. Do you get timely delivery of B L Agro oil ?

Frequency Percent Valid Cumulativ

Percent e Percent

Valid Yes 82 82.0 82.0 82.0

No 18 18.0 18.0 100.0

Total 100 100.0 100.0

 Frequency

Yes
82
No
100 Total

18
 CHAPTER 9

OBSERVATION AND FINDING

1. Total market of B L Agro is good

2. Analysing of market sows that;

 In case edible oil , B L AGRO is having less market

share as compared to its other

 Vital is major competitor for B L Agro as it has good

market share and is also having good brand image so it
is a major threat for future of B L Agro

 case of mustered oil there is no other competitor of B L

Agro in market

3. The delivery of B L Agro oil to retalier doorstep 90% only

10% retailer do not get at their doorstep they are buying from
the market

4. 81% of retailer are satisfied with the way of B L Agro

product are delivered , 19% are not satisfied

5. 81% retailer’s are satisfied with the quality they are selling
currently

6. 75% of distributer’s are satisfied with the quality of service

provided by the company

7. 85% customer are satisfied with the quality of B L Agro oil

CONCLUSION

SUGGESTIONS