Mapro Foods

P R O J E C T

R E P O R T

21

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Submitted by:

Piyush Gundecha iccs S.Y.B.B.A ( Roll. No. 54 )

ACKNOWLEDGEMENTS ACKNOWLEDGEMENT S 

Every work done needs to be followed by a deep sense of gratitude to those who made it through to success. I take this opportunity to thank all those who rendered their immense help & guidance for the completion of this th is report. My first word of gratitude is due to Mr. Mangesh Mangesh Saro Sarode, de, the employee of the Mapro Food Pvt. Ltd in the Research and Development department, my corporate guide, for his kind help and support and for his valuable guidance throughout the project. I am thankful to him for providing I with necessary insights and helping me o ut by providing necessary information required. I express my sincere gratitude to my project guide Mr. Amol Sir for his valuable guidance & support given to me endlessly from time to time. Finally, I would also like to thank all my dear friends for their kind cooperation, advice and encouragement during the long and arduous task of preparing this report and carrying out the  project.

Piyush Gundecha

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INDEX SR . NO.

TOPIC

PAGE NO.

1.

Introducti roduction on

4

2.

Prof ile ile

5-8

3.

Comp Compan any y Prof ile ile

9-10

4.

Product Product Prof ile ile

11-14

5.

Manu Manufactu facturring & Producti Production on Opera perati tion onss

15-20

6.

Manageme Managemen nt St Strructu ucturre

21-22

7.

Custo ustomer mers & Competit Competitor orss

23

8.

9.

Industr dustry

Objective of the of  the Pro 

Ref  Ref erence & Bibliogra Bibliography phy

NT R ODUCT ODUCTION I NTR 



ject

25-26

24

Mapro Foods Pvt. Ltd is the manufacturers and resellers of the natural fruit products. It is one of  the growing companies of India which is situated at Panchgani Mahabaleshwar Road. It produces  jams, confectionaries, squashes, jellies and many more fruit fruit products. It is the fruit processing business over more than forty years and it is known for the innovation and quality in the industry. The Chief Executive Officer of the company is Mayur Vora. It has its manufacturing units in Panchgani, Wahi, and Gurgaon. It is most likely to spread its operation in Delhi and Pathankot. There are more than 500 local employees in the company and about 100 contract labourers. Mapro Foods is a well-known brand in jams and squashes. It is a family business started in 1959  by the Vora family, making jams from strawberries and raspberries. Mapro was one of the first to use traditional ingredients to make plant-based beverage concentrates such as strawberry crush and rose syrup. The company was also the first in India to introduce pectin jellies and fruit sweets.

NDU STRY I NDUS

P R OF OF I LE



FMCG

industry

i n dust r y , alternatively

primarily

deals

with

called as CPG (Consumer packaged goods) the

production,

distribution

and

marketing

of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) is those consumables which are normally consumed by the consumers at a regular  interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management.

FMCG industry economy

The competition among FMCG manufacturers is also growing and as a result of  this, investment in FMCG industr y is also also increasing, specifically in India, where FMCG industry is regarded a s the fourth largest sector with total market size of US$13.1 billion. F MCG Sector in India is estimated to grow 60% b y 2010. FMCG industr y is regarded as the largest sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP).

Common FMCG products



Some common FMCG product categories include food and dairy products, glassware, paper products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing and stationery, household products, photograph y, drinks etc. and some of the e xamples of FMCG products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes, watches, soaps etc

  Market potentiality of FMCG industry

Some of the merits of FMCG industr y, which made this industry as a potential one, are low operational cost, strong distribution networks, presence of  renowned FMCG companies. Population growth is another factor which is responsible behind the success of this industry.

 L eading

FMCG companies

Some of the well known FMCG companies are Sara Lee, Nestlé, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc.

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Mark e t O v e r view

Total Market Size  The Indian FMCG secto r is the fourth largest sector in the economy with a total market size of US$18 billion as o f 2007.  By 2015, the secto r is predicted to scale up to US$33. 4 billion.  The sector generates 5% o f total factory employment in the countr y and is creating employment for three million people, especially in small towns and rural India.

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TOP 10 FMCG Companies in India

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Hindustan Unilever Ltd. ITC (Indian Tobacco Company) Nestlé India GCMMF (AMUL) Dabur India  Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

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COMPANY COMPANY PR OF OF ILE Mapro Foods Pvt. Ltd is fruit processing company. It was founded by visionary Shri Kishore Vora. It came into existence in 1959 A. D. The company used to produce jams from strawberries and raspberries when it was established but later it started manufacturing various other products like crushes, squash, confectionaries, sweets, jellies and many more products. The company is one of the leading companies in India. The Managing Director of the company at present is Mayur Vora.

The company is is situated at CHESSON ROAD, MAHABALESHWAR,

PANCHGANI. The plant is BVQI certified and provided with facility of state of art food park  and cold storage. Mapro Foods Private Limited is the flat organization where management works along with their  technical and sales functionaries to achieve t he vision and mission of MFPL. Mission ission of  MFPL: MFPL: Mapro will develop, produce, package & sell food products, with high

regards for safety, nutrition & taste, which we can confidently give to our customers by implementing and continually improving Quality Management system & food safety management system to meet & exceed customers¶ cu stomers¶ expectations. Histor History y of  MFPL: MFPL: Over 40 years ago, in small town of Panchgani, near Mahabaleshwar, a

 businessman named Kishor Vora decided to make some Strawberry Jam. Today his 'Hobby' has  borne fruit in the shape of o f Mapro« one of the most modern, hygienic, quality- conscious Jam and Fruit Products Manufacturing Concerns in Western India. Mr. Vora could have rested easy on success of his Fruit recipe. But he wanted to on develop innovative ideas such as Vegetarian Jelly Sweets, Fruit Cubes with Fruit Juice and Rose Syrups with Rose Petals «. All for the first 

time in country. Mapro does not use advertising medium like press, radio and television to   propagate its product but the taste of product and nutritional value, and uniqueness result in repeat sales. Today Mapro is leading supplier of tasty as well as nutritious fruit product to the International market. Mapro is known to care for its employees. Mapro is a home where there is mutual understanding between employee and employer like members in the family. It features a  blend of hard work and dedication. It is now in the process of certification under ISO 9000. Most of Mapro's business is largely concentrated in the Western regions of India. Currently, Mapro exports its products to about 12 countries through merchant distributors; these account for  less than 10 per cent of its total sales. It has its manufacturing units in Panchgani, Wahi, Gurgoan. The company is going to open its manufacturing units in Delhi and Pathankot lately. The main market segment currently is in Maharashtra and Gujarat. It is also concentrating in expanding its market to the other o ther cities like Kanpur, Lucknow, and in Punjab. The annual growth rate of the company is more than 50%. It earns 40%-50% profits from the sales of its products. The leading product of Mapro is Rose syrup (made from the rose petals and their extracts). For the production of the products the company buys the fruits from both the sectors i.e. the local farmers and market and import from other countries as well. The machineries and other raw materials are imported from various countries like Egypt, China, New Zealand, Australia, etc

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P R ODUCT ODUCT P R OF OF ILE There are various products produced by the Mapro Foods. It is basically involved in producing   jams, Faleros, squashes, crush, syrups, ice creams, etc. The various products manufactured by Mapro Foods Pvt. Ltd are listed below along with few details. Jams:

Jams are used in various meals courses especially for 

refreshments and light snacks and they are found tasty with fresh breads buns and toast, parathas, rotis and puri and also on a variety of salted biscuits. Mapro jams are made from the respective fruit pulp, pectin, sugar and citric acid. There are various flavours of the jams that are

manufactured. They are:

Mapro Jams Orange Strawberry Mango Jam Marmalade Jam

Mixed Fruit Jam

Pineapple Jam

Raspberry Jam

  Jams are available in the packing of 200 gms (40 bottles), 500 gms (24 bottles), 1 kg (12 pet   jars) and 6 kgs (4 HDPE jars).

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Squa Squ ashes: Squashes are used in the preparation of Soft drinks in

chilled water, soda water and ice Lollies and slush¶s and mock  tails. The key indegrients used by the Mapro Foods for the   preparation of the Squash are  sugar, water, respective fruit juice or pulp and some added  indegrients like pectin acid depending upon the flavour or fruit. The different flavours of 

squashes are:

Mapro Squash Lemon Squash

Lime Juice Cordial

Lemon Barley Water 

Strawberry Squash

Orange Squash

Strawberry Cordial

Lemon Ginger 

Pineapple Cordial

Squashes are available in the packing of 700 ml (12 pet bottles). Syr Syrups: Syrups have a number of applications such as to make refreshing soft drinks in chilled

water, Soda water and in milk for milk shakes and add a taste to Faloodas and Shahi Lassi and Mock tails. Syrup is also used in  preparing Ice creams, as dessert topping and to give a taste to ice lollies and Slush¶s. It uses the same indegrients as the squashes. The various syrups available are:

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Mapro Syrups Rose Syrup

Khus syrup

Thandai Syrup

Mahakool Syrup

Strawberry Syrup

Kesar  Syrup

Pineaaple Syrup

Syrups are available in the packing of 700 ml (12 pet bottles). Crushes: Crushes: Crushes gives a refreshing and nourishing drink when prepared in chilled water and

Soda water. Kokum syrup is also used in Ice Lollies and in the   preparation of slush¶s. Mapro Foods uses sugar, water, citric acid, pectin and the respective fruit juice or pulp. The various

Mapro Crushes are listed in the table t able below.

Mapro Crushes Litchi crush

Strawberry Crush

Pineapple Crush

Mango Crush

 Alphanso Mango Crush

Kokum Crush

Kiwi Crush

 Mapro Crushes are available in 700 ml (12 pet bottles), 1000 ml (12 pet bottles) and 5000 ml  (12 pet bottles).

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Falch Falchoo oos: s: These are the fruity sweets with the real fruit jam. They are made from sugar, glucose,

fruit juice, pectin, citric acid and permitted stabilizers. They are available in different packing depending upon the type of Falchoos. There are various kind of falchoos manufactured shown in the table along with the packing details.

Falchoos Fruity Sweets (  Available in a pack of  100g X 60, 200g X 36, 500g X 12)

Honey: oney:

Honey

is

Jelly Jelly Cubes Fruit Cubes Fruit Sweets (Available (Available Pabbles Falchoos (Available [Available in the in a pack of  (Available in a in the pack in 15 packs packing of  200gm X packing of  5kgs X 4 36, 500gm of 300gms (5 X 8)] 1kg X 6)  jars) X 27) X 16)

the

only

natural

sweetener

known

that

needs

no

additional

refining or processing to be utilized. Honey is an invert sugar composed of 38 percent fructose, 31 percent glucose, 1 percent sucrose and 9 percent other sugars along with water and small amounts

of

vitamins,

minerals,

enzymes

and

amino

acids.

As a carbohydrate, honey is a good supplier of energy at 64 calories per tablespoon. Because of honey's unique composition, it is digested a little differently than other sweeteners. When compared to table sugar, honey has less of an effect on blood glucose levels primarily due to its higher fructose content. Honey is available in 200 gm, 500 gm, 1 kgs and 6 kgs packing.

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MANUFACTUR  MANUFACTU R ING AND PR ODUCT ODUCTION OPER  OPE R AT ATIONS ON S 1. Manu Manufactu facturring Ope pera rati tion onss As we mentioned above the company produces jams, confectioneries, crushes, squashes, jellies, sweets, toppings and many more. So basically they have three sections where there are ranges of   products produced. The sections are Liquid Section, Jam Section and Falero Section. U nder  nder   Liquid

Section, syrups (Rose, Khus, Thandai, Pineapple,

Strawberry, Kesar and Mahakool), crushes (Strawberry, Litchi, Kiwi, Mango, Kokum and Pineapple) and squashes (Orange, Lemon, Lemon Barley Water, Strawberry, Lime Juice Cordial, Lemon Ginger, Strawberry Cordial, and Pineapple cordial) cordial) are manufactured. In one day there are 8 lots are manufactured. As manufacturing of liquid section is a cold process, so, normal temperature is to be maintained. There is just one working shift in this section. U nder nder

Jam Section , there are a variety of flavours of jams that are produced. These flavours are

mango, pineapple, strawberry, orange marmalade, raspberry, mix fruit, fruit, etc. There are more than 30 flavours of jams. The   production capacity is 10-14 tonnes. The temperature in this section is very high as the boiling process is done at more than 95ÛC. There is just one working work ing shift shift in this section.

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U nder nder

Falero Section , the fruity sweet with taste of pure jam is produced. This is the product

which earns more than 50% of the profit. The Faleros have a monopoly as they are produced by Mapro only. It is one of  leading product of Mapro as the Rose Syrup. The production capacity in this section is about 18 metric tonnes. It has flavours like Strawberry, Raw Mango, and Alphas. In future Litchi and Guava flavours will also be available in the market. The Mazana chocolates also come under this section. Production of Falero is critical and a temperature of 22ÛC is maintained for its  production. The working hours are 24 X 7 i.e., 2 shifts shifts

2. Producti Production on Process Process We are just showing the production process of jams and jellies just to understand how the company works in this technical part. R aw Mate Materrials: Jams and jellies are made from a variety of fruits, either singly or in

combination. Most of the fruits are harvested in the fall. The level of ripeness varies. Pears,  peaches, apricots, strawberries, and raspberries gel best if picked slightly under ripe. Plums and cherries are best if picked when just ripe. The fruit is purchased from farmers. Most jam and jelly   producers develop close relationships with their growers in order to ensure quality. The  production plants are built close to the fruit farms so that the time elapsed between harvest and  preparation is between 12-24 hours.

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The Manu Manufactu facturring Process Process The ingredients must be added in carefully measured amounts.

Ideally, they should be combined in the following manner: 1% pectin, 65% sugar, and an acid concentration of pH 3.1. Too much pectin will make the spread too hard; too much sugar will make it too sticky. y

Inspection spection::

When the fruit arrives at the plant, it is inspected for quality, using colour,

ripeness, and taste as guides. Fruit that passes inspection is loaded into a funnel-shaped hopper that carries the fruit into pipes for cleaning and crushing.

y

Clean leaniing, ng, Crushi Crushing ng and and Chopping pping:: As the fruit travels through the pipes, a gentle

water spray clears away surface dirt. Depending on whether the finished product is to be  jam or jelly, paddles push the fruit and or just its juice through small holes, leaving stems and any other excess debris behind. Some fruits, such as citrus and apples may be manually peeled, cored, sliced and diced. Cherries may be soaked and then pitted before  being crushed.

y

Pasteu Pasteurrizing izing the Fruit: Fruit: The fruit and/or juice continue through another set of pipes to

cooking vats. Here, it is heated to just below the boiling point (212° F [100° C]) and then immediately chilled to just below freezing (32° F [0° C]). This process, pasteurization,  prevents spoilage. For jelly, the pulp is forced through another set of small openings that holds back seeds and skin. It will often then be passed through a dejuicer or filter. The  juice or fruit is transferred to large refrigerated tanks and then pumped to cooking kettles as needed.

y

Cook ing the ja jam and and jelly: Premeasured amounts of fruit and/or juice, sugar, and pectin

are blended in industrial cooking kettles. The mixtures are usually cooked and cooled

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three times. If additional flavourings are to be included, they are added at this point. When the mixture reaches the predetermined thickness and sweetness, it is pumped to filling machines.

y

Filling illing the jar jars: s: Presterilized jars move along a conveyer belt as spouts positioned above

 pour premeasured amounts of jam or jelly into them. When the fruit arrives at the plant, it is inspected for quality, using colour, ripeness, and taste as guides. Fruit that passes inspection is cleaned, crushed, and pasteurized. Next, the premeasured mixture is cooked with added sugar and pectin until it reaches the appropriate thickness and taste. Then it is vacuum-packed in jars and labelled. Metal caps are then vacuumed sealed on top. The  process of filling the jars and vacuum packing those forces all of the air out of the jars further insuring the sterility of the product.

y

Labelli Labelling ng and and Pac Packagi kaging: ng: The sealed jars are conveyed to a machine that affixes pre-

 printed labels. According to law, these labels must list truthful and specific information about the contents. The jars are then packed into cartons for shipment. Depending on the size of the producer's operation, labelling and packaging is either achieved mechanically or manually.

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7KH3URFHVVRI3UHSDULQJ-DP Qua Qu ality Cont Control: rol: In the United States, food processing regulations require that jams and jellies

are made with 45 parts fruit or juice to 55 parts sugar. The Federal Food and Drug Administration (FDA) mandate that all heat-processed canned foods must be free of live microorganisms. Therefore, processing plants keep detailed lists of cooking times and temperatures, which are checked periodically per iodically by the FDA.

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 H ere ere

is a list of raw materials used by Mapro Foods Pvt.  Ltd.

Items

Variants

Glass Bottles

200gm

250gm

300gm

400gm

500gm

1000gm

PET Bottles

200ml

350ml

500ml

700ml

1000ml

6kg Jar 

Outer Cartons

2 PLY

3 PLY

5 PLY

Inner Cartons ( PVC 50gm )

100gm

200gm

500gm

Caps

28mm

53mm

63mm

73mm

Crown Cork 

Screw on Cork 

Others

Wrapping Shrink  Paper  Rolls

Plastic Bags

Labels

Gum / Cello Tapes

Cans

Category

Items

Fresh Fruit/ Partially Mango Processed Litchi

Raspberry Strawberry

Papaya

Grape

Kokum

Peach

Apricot

Lime Juice Orange

Commodity

Sugar

Glucose

-

-

-

-

Food Additives

Pectin

Citric acid Preservatives Starch

Sodium Citrate

-

Packing Materials

Glass Bottles

PET Bottles

PVC Packs

Labels Caps

Bags

Cartons

Spices

Cardamom

Cashew  Nut

Fennel

Khus Seeds

White Pepper 

Maggateri Seeds

Others

Honey

Dry Fruits Kesar 

Spices Drops

Fruit Flavours

Bags

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Pineapple

MANAGER  MANAGER IAL STR UCTUR  UCTUR E Mapro Foods Pvt. Ltd uses all types of employees i.e.  skilled, semi skilled and unskilled labour . Skilled Labour  means the one who has higher level of qualifications as well as the experience. Semi skilled labours means they have less qualifications and the experience is also comparatively

less and the Unskilled labour may not have any qualification or experience. In the higher level of  management highly skilled people work and at the middle level there may be a combination of  skilled as well as the semi skilled labourers is there and at the lower level management there are more number of unskilled labourers. However at all levels of the management there must be a minimum technical as well as conceptual conceptua l knowledge about the field.

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The structure of the management is shown in the diagram below:

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CUS CU STOMERS TOMERS AND COMPET I TO TORS RS Custo ustomer mers

Mapro Foods Pvt. Ltd has customers from a wide range of people. Mostly the customers of the company are children as the products of Mapro are targeted for this group only i.e. Mapro  produces chocolates and jellies and jams and many more which is mostly liked by the children only. But this doesn¶t mean that other age groups are not covered. Competit Competitor orss

Mapro Foods Pvt. Ltd is in food business which is highly and rapidly growing business & has few competitors also. Some of them are listed below:

y

 Haldiram: Manufactures Syrups & exports of the syrups have increased by 20% since

2003 touching 18,000 bottles in 2005.

y

y

issan:  K issan:

In jams, Mapro Foods Pvt. Ltd is close second to Kissan in market share.

 Mala¶s: It manufactures jam, crush, squash, cordials, syrups which is same as the

manufacturing of Mapro Foods Pvt Ltd.

y

 Manama: Their range of products consists of cordials, syrups, fruit and chocolate dessert

toppings.

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OBJECT IVE OF THE P R OJECT The project is prepared to fulfil various objectives. The objective to prepare this project is: I. II. III.

For better understanding of the working of o f the food industry. To make the students understand the importance of quality and hygiene. To understand how the firm works in a real world.

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OBS BSE ERVAT RVATIONS ON S AND FIND INGS NG S During our visit to Mapro Foods Pvt. Ltd and while preparing this report, I observed various things. They are:

y

Mapro takes special care of hygiene and quality. We found all the labours directly involved in the production were wearing gloves and hair caps. To take care of hygiene outsiders or visitors were not allowed to enter the production area. To see the production operations, a balcony was there i.e. from the top.

y

They send their employees to different countries like in China to work there and also for  trainings. Whenever there is any damage in the machines then those employees are called   back for repairing the machines. These machines are not repaired in India as they are extremely costly.

y

There is more than 118000 metric tonnes of consumption of the strawberry throughout the year.

y

They manufacture luxury chocolates like Mazana. It is found in special stores as this chocolate is not preferred preferred by the normal people due to its cost. It is sold at the price of Rs. 20 to Rs. 25 per piece. Mazana is generally exported. Falero has a monopoly type of  market and this product earns more than 60% profit on its sales.

y

There are 500 local employees. There are 100 contract labourers employed as well.

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y

This company grew without the help of any kind of advertisement. It is known by its  product and quality and not because of the external advertisements.

y

The company earns a profit of about 40-50% profit in an average.

y

Mapro is the first company to introduce introd uce pectin jellies and fruit sweets in India.

y

Mapro has been growing consistently con sistently at the rate of 25-30 per cent in the past few years.

y

The Company has expanded capacity to now produce 30000 MT of processed frozen foods P. A. It is setting up a Frozen and Fresh Food Distribution Chain in Indian Metros to service the fast growing modern Organised Retail Ret ail Supermarkets being set up in India.

y

Estimated Annual Sales (USD): US$5 Million - US$10 Million. Million.

y

Mapro has achieved ISO-HACCP, ISO-9001 status certified certified by BVQI.

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R EFER  EFE R NCES NCE S AND BIBLI OG OGR  R APHY AP HY I took certain references and various help while preparing the product. The internet was the main source from where we found the information and also the employee of the firm Mr. Mangesh Sarode who was our guide during our visit to the company. The list of URLs used for the reference is listed below: 1. http://www.maprofoods.com/ 2. http://www.trademart.in/MAPROE218.htm 3. http://www.financialexpress.com/news/Mapro-Foods-Plans-To-Spread-Its-Wings/89342 4. http://www.foodindustryindia.com/newfood 5. http://agriculture.indiabizclub.com/manufacturer/mapro_food 6. http://www.thehindubusinessline.com/life/2006/09/15/stories/2006091500090200.htm 7. http://www.tradenote.net/trade1_companies.html 8. www.indiacatalog.com 9. http://www.fnbnews.com/article/detnews.asp?articleid=17811§ionid=32 10. http://www.haldiram.com/ 11. http://www.kissanfood.com/

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