wonder masala

1 INTRODUCTION Garam Masala

Masala

are

not

spices

in

themselves.

They‟re

wonderfully aromatic blends of spices used throughout India and the rest of the Indian subcontinent. Different regions use different combinations, and the blends will also vary from household where proportions may vary according to whatever dish it is being used to season. They are all highly aromatic, but can vary in intensity of flavour from mild to extremely hot. Masalas can be found easily in the international section of any big groceries store in the west or in any Indian or South Asian shops. Garam Masala, which literally means hot (Garam) spice blend (Masala), is the best known of

Indian spice mixtures. It was popularized in northern India during the Moghul Emprie. Garam Masala does not contain turmeric, the ingredient that gives Western-style curries and many of the curries in Indonesia, Malaysia and southern state of India their characteristic yellow colour. The most common was of making Garam Masala is given below. This special blend of spices is used at the end of cooking or fried in the beginning of cooking to add a subtle flavour to the cooked dish. Please note, Garam masala must be added in small quantities, or else it will overpower the dish. Use Garam masala as directed in recipes but don‟t stop there. It is excellent for flavoring many dishes, not just Indian fare. Sprinkle some over a squash before roasting or a bowl of pumpkin soup before serving, or onto corn on the cob that has been brushed with oil or butter.

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S V INSTITUTE OF MANAGEMENT, KADI.

Ingredients  Coriander seeds ( Dhaniya )  Cinnamon stick ( Dalchini)  Black peppercorns ( Kali Mirch)  Whole cloves (Laung)  Cumin seeds (Jeera)  Nutmeg (Jaiphal)  Green cardamom pods, peeled and seeds

crushed (Elaichi)  Mace (Jaivitri)

Preparation  Place all the spices in a dry frying pan or skillet and heat over a very low heat, stirring

constantly. As soon as the aroms from the spices begins, remove the pan from the heat. This step is to release the aromatic oils from the spices.  Working with only a small quantity at a time, put the spices in an electric blender to grind

it to a fine powder. Remove the cardamom pod skins. Allow to cool.  Store the Garam Masala in an air- tight container. As long as the container is rightly

closed after each use, it should last for a long time.

Source: http:// www.food-india.com/ingredients/i001_i025/i003.html,2003-2010

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2.1 HISTORY OF WORLD SPICE MARKET

The earliest evidence of the use of spice by humans was around 50,000 B.C. The Spice trade developed throughout the Middle East in around 2000 BCE with cinnamon and pepper. The Egyptians used herbs for embalming and their demand for exotic herbs helped stimulate world trade. In fact, the word spice comes from the same root as species, meaning kinds of goods. By 1000 BC china and India had a medical systems based upon herbs. Early uses were connected with magic, medicine, religion, tradition, and preservation. A recent archaeological discovery suggests that clove, indigenous to the Indonesian island of Ternate in the Maluku Islands, could have been introduced to the Middle East very early on. Digs found a clove burnt onto the floor of a burned down kitchen in the Mesopotamian site of Terqa, in what is now is now modern-day Syria, dated to 1700 BC. In the story of Genesis, Joseph was sold into slavery by his brothers to spice merchants. In the biblical poem Song of Solomon, the male speaker compares his beloved to many forms of spices. Generally, Egyptian, Chinese, Indian, and Mesopotamian sources do not refer to known spices. In South Asia, nutmeg, which originates from the Banda Islands in the Maluku‟s, has a Sanskrit name. Sanskrit is the ancient language of India, showing how old the usage of this spice is in this region. Historians believe that nutmeg was introduced to Eu rope in the 6th century BC. The ancient Indian epic of Ramayana mentions cloves. In any case, it is known that the Romans had cloves in the 1 st century AD because Pliny the Elder spoke of them in his writings. Indonesian merchants traveled around China, India, the Middle East, and the east coast of Africa. Arab merchants facilitated the routes through the Middle East and India. This made the city of Alexandria in Egypt the main trading centre for spices because of its port. The most important discovery prior to the European spice trade was the monsoon winds (40 CE). Sailing from Eastern spice growers to Western European consumers gradually replaced the land-locked spice routes once facilitated by the Middle East Arab caravans.

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2.2 MIDDLE AGES

Spices were among the most demanded and expensive products available in Europe in the Middle Ages, the most common being black pepper, cinnamon (and the cheaper alternative cassia), cassia), cumin, nutmeg, ginger and cloves. Given the medieval medicine's medicine's main theory of humorist, spices and herbs were viewed as indispensable elements to balance "humours" in food, a daily basis for good health at a time of recurrent pandemics. Spices were all imported from plantations in Asia and Africa, which made them extremely expensive. From the 8th until the 15th century, the Republic of Venice had the monopoly on spice trade with the Middle East, and along with it the neighboring Italian city-states. The trade made the region phenomenally rich. It has been estimated that around 1,000 tons of pepper and 1,000 tons of the other common spices were imported into Western Europe each year during the Late Middle Ages. The value of these goods was the equivalent of a yearly supply of grain for 1.5 million people. While paper was the most common spice, the most exclusive was saffron, used as much for its vivid yellow-red color as for its flavor. Spices that have now fallen into some obscurity in European cuisine include grains of paradise, a relative of cardamom which almost entirely replaced pepper in late medieval north French cooking, long pepper, mace, spikenard, galangal and cubeb. A popular modern- day misconception is that medieval cooks used liberal amounts of spices, particularly black pepper, merely to disguise the taste of spoiled meat. However, a medieval feast was as much a culinary event as it was a display of the host‟s vast resources and generosity, and as most nobles had a wide selection of fresh or preserved mints, fish, or seafood to choose from, the use of ruinously expensive spices on cheap, rotting, meat would have made little sense.

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2.3 EARLY MODERN PERIOD

The control of trade routes and the spice-producing regions were the main reasons that Portuguese navigator Vasco navigator Vasco da Gama sailed to India in 1499. Spain and Portugal were not happy to pay the high price that Venice demanded for spices. At around the same time, Christopher Columbus returned from the New World, he described to investors the many new spices available there. Alfonzo de Albuquerque (1453 – 1515) 1515) allowed the Portuguese to take control of the sea routes to India. In 1506, he took the island of Socotra of Socotra in the mouth of the Red Sea and, in 1507, Ormuz in the Persian Gulf. Since becoming the viceroy of the Indies, he took Goa took Goa in India in 1510, and Malacca on the Malay Peninsula in 1511. The Portuguese could now trade directly with Siam, China, and the Moluccas. The Silk Road complemented the Portuguese sea routes, and brought the treasures of the Orient to Europe via Lisbon, including many spices. With the discovery of the New World came cam e new spices, including allspice, bell and chili peppers, vanilla, and chocolate. This development kept the spice trade, with America as a late comer with its new seasonings, profitable well into the 19th century. In the Caribbean, the island of Grenada is well known for growing and exporting a number of spices, including the nutmeg, which was introduced to Grenada by the settlers.

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2.4 HANDLING SPICES

A typical home's kitchen shelf of spices as would be seen in the United States or Canada. or Canada. A spice may be available in several forms: fresh, whole dried, or pre-ground dried. Generally, spices are dried. A whole dried spice has the longest shelf life so can be purchased and stored in larger amounts, making it cheaper on a per-serving basis. Some spices are rarely available either fresh or whole, for example turmeric, and must be purchased in ground form. Small seeds, such as fennel and mustard seeds, are used both whole and in powder form. The flavor of a spice is derived in part from compounds that oxidize or evaporate when exposed to air. Grinding a spice greatly increases its surface area and so increases the rates of oxidation and evaporation. Thus, flavor is maximized by storing a spice whole and grinding when needed. The shelf life of a whole spice is roughly two years; of a ground spice roughly six months. The "flavor life" of a ground spice can much shorter. Ground spices are better stored awa y from light. To grind a whole spice, the classic tool is mortar and pestle. Less labor-intensive tools are more common now: a micro plane or fine grater can grater can be used to grind small amounts; a coffee grinder is grinder is useful for larger amounts. A frequently used spice such as black pepper may merit storage in its own hand grinder or mill. or mill. Some flavor elements in spices are soluble in water; many are soluble in oil or fat. As a general rule, the flavors from a spice take time to infuse into the food so spices are added early in preparation Source :(http://en.wikipedia.org/wiki/spice)

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2.5 INDIAN SPICE MARKET

The fame of Indian spices is older than recorded history. The Story of Indian spices is more than 7000 years old. Centuries before Greece and Rome had been discovered, sailing ships were carrying Indian spices, perfumes and textile to Mesopotamia, Arabia and Egypt. It was the lure of these that brought many seafarers to the shores of India. Long before Christian era, the Greek merchants thronged the markets of South India, buying many expensive items amongst which spices were one. Epicurean Rome was spending a fortune on Indian spices, silks, brocades, Dhaka Muslin and cloth of gold, etc. It is believed that the Parthia wars were being fought by Rome largely to keep open the trade route to India. It is also said that Indian spices and her famed products were the main lure for crusades and expeditions to the East. Today when spices cost so little, it seems unbelievable that they were once a royal luxury and those men were willing to risk their lives in quest of them. Though there were the Dark Ages, but there were rich people who had gold to exchange for pepper and cinnamon. It was in the year1492 A.D., that Christopher Columbus discovered the New World. Five years later, four tiny ships sailed southward from the port of Lisbon, Portugal, under the guidance of Captain Vasco Da Gama. Like Columbus, Vasco Da Gama too was searching for a new route to the spice lands of Asia. While Columbus failed to achieve the goal, Da Gama succeeded. In a two year, 24,000miles round trip, he took his ships around the continent of Africa to India and back to Lisbon. Only two of the four ships survived to reach their homeport. These two ships brought back a cargo of spices and other products worth 60 times the cost of the said voyage. The spices of the East were valuable in those times, during these Middle Ages; a pound of ginger was worth a sheep, a pound of mace worth three sheep‟s or half a cow. Pepper, the most valuable spice of all, was counted out in individual peppercorns, and a sack of pepper was said to be worth a man`s life. Da Gama`s successful voyage intensified an international power struggle for control over the spice trade. For three centuries afterwards the nations of Western Europe -

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Portugal, Spain, France, Holland, and Great Britain - fought bloody sea-wars over the spice producing colonies. By the year 1000 Arabians had conquered the Indus valley, what is now India. They brought the cumin and coriander that mixed with Indian pepper; ginger and turmeric make up the base of so many South Asian dishes. It was this combination of spices that century‟s later British sailors spread throughout the world as curry powder. In India, Arabian traders got the rare and exotic spices of the Far East from local spice merchants. Arabian traders were able to make good money supplying these spices, even with the high prices paid to the Indian middle men, not only to their countrymen back home, but to Europe as well. These traders of spices paid for the Art and Education for which Arabia became famous in the present day. In many ways the culture of Arabia loved studying and learning different things. Many great Greek and Roman plays were translated in Arabic, so too were the geographic writings of Pliny and Ptolemy telling of the general location of the tabled Spice Islands.

As Arabian astronomers charted the stars in order in order to study them and understand mans relation with them, they realized these same charts could be used for navigation. And then Arabian traders invented the technology and knew the odds. Soon they were sailing to what is now Indonesia and Malaysia to purchase spices directly, bypassing the Indian middleman. By the th

middle of the 13 century Arabian merchants were regularly visiting Sumatra for cassia from the slopes of Mount kainite. White travelling they would stop as little villages and towns that had fresh water resource to refill their water suppliers. At these stops the merchants would barter their cumin, coriander and saffron and speak and preach and their religion as well. The tropical climate did not suit the saffron but coriander now plays an integral part in so many dishes across Indonesia. The religion, which they preached white bartering spices, did even better than the coriander, with Indonesia today being the world‟s most populous Islamic country. country. Compared to the Hindu belief in a caste system spread earlier by traders from India, it seems the Islamic belief that all were equal in serving God really hit a chord with the people of Indonesia. In nutshell, the

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fascinating history of spices is a story of adventure, exploration, conquest and fierce naval rivalry.

The people of those times used spices, as we do today, to enhance or vary the flavours of their foods. Spices were also flavour disguisers, masking the taste of the otherwise tasteless food that was nutritious, but if un spices, had to be thrown away. Some spices were also used for preserving food like meat for a year or more without refrigeration. In the sixteenth century, cloves were used to preserve food without refrigeration. Cloves contain a chemical called eugenic that inhibits the growth of bacteria. It is still used to preserve some modern foods like Virginia ham. Later, mustard and ground mustard were also found to have preservative qualities. When spices were not available people went hungry because they could not preserve their foods to carry them over to the winter. Such was the importance of spices those days. Broadly, there are two main subdivisions of spices one being the major spices and the other is minor

spices.

For

example

the

spices

like

pepper

cardamom,

ginger,

turmeric,

chilies etc., comes under major category. The important minor spices grown in India are avowal, aniseed, caraway, celery, coriander, cumin, dill seed, fennel, fenugreek, garlic, onion, saffron, vanilla etc.

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2.6 DEVELOPMENT OF SPICE MARKET IN INDIA

The History of spice development dates back to 1951 by setting up of a high level Spices Enquiry Committee by the Planning Commission in view of the significant role spices play among agricultural commodities produced in the country. The committee felt the immense value of these commodities in building up the national economy and observed lack of organized efforts to improve their production and marketing as being done for other plantation crops like tea, coffee, rubber, etc. The committee in their report submitted in October 1953, stressed the need for better planning, research and coordinated efforts in the proper development of these crops. The Government of India accepted above recommendations and provided necessary funds to ICAR for implementing various schemes on Research Development and Marketing in all the regions of the country. An ad- hoc Central Spices and Cashew nut Committee, a semi autonomous body consisting of govererment officials and representatives of growers and traders was set up in 1961, devoting special attention in solving problems confronting the crop development and financed research schemes to implement by the State Governments. Based on the report of the Agricultural Research Review Team, appointed by Government of India, the Central Spices and Cashew nut committee was abolished in September 1965 and the responsibility for spices research was transferred to the ICAR. The Government of /India took over development and marketing functions handled by the Committee by setting up of a Regional office of the Ministry and subsequently created the present Directorate of Arcanum and Spices Development as a Kerala, for paying adequate attention in different aspects of crop development. Simultaneously Indian Spices Development Council was constituted in order to continue the association of various official and non-official interests with the development programmers on these crops and have the benefit of the continued advice. The directorate served as the Secretariat of the Development Council. Co uncil. No sizable programmed for development of spices was undertaken in the first Five Year plan (1951-56). The second Five Year Plan (1951-61) contaminated provision to the tune of Rs. 15.49 lakh while the third Five year plan (1961-66) had an outlay of Rs. Rs. 35 lakh for spice development with which planning material production was taken up for the development of major spices in the important growing states. In the Fourth Five year Plan ( 1969-74), development programs were

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concentrated for large scale production and distribution of high yielding varieties of important spices with a financial provision of Rs. 13.9 lakh A well organized effort for spices development was mooted in the Fifth Five Year Plan (197479) with a plan provision of Rs 175 lakh with stress for the development of major spices alone that too confined to traditional centres of cultivation. In this plan period a special component plan costing over Rs. 30 lakh lak h was also taken up for fo r the development of spices cultivation in the Andaman & Nicobar Islands. In the Sixth Five Year plan (979-84) the development programmers on spices were assigned to State Governments as their mandate on the recommendations of the National Development Council. However, Central Scheme was continued in the Union Territories and autonomous organizations like State Agricultural Universities and ICAR Institutes with the limited financial resources made available.

Source: (http:/www.indiaspices.com/pdf/spice-AR-2008-09-English.pdf)

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2.7 INDIAN SPICES

India India is known the world over as „The Home of Spices „, thus Spices and condiments need no introduction. The climate of the country is ideal for the growth of almost all spices. Spices are an important group of agricultural goods, which are virtually indispensable in the culinary art. They also play a significant role in our national economy and in the economies of several spice producing, exporting and an d importing countries. India accounts accou nts for about 45% of the global spice exports. In India, from the point of view of both domestic consumption and export, spices are important commercial crops. According to the international Organization for Standardization [ISO], there are about 109 spices and India produces as many as 75 in its various agro climatic regions. re gions. The term „ spices and condiments‟ applies to „ natural plant or vegetable products or mixtures in whole or ground or ground form, which are used for imparting flavour , aroma and piquancy to the food items‟. Spices are also being used within the country for flavoring foods and in medicines, pharmaceutical, perfumery, p erfumery, cosmetics and several other industries. Fruits [ cardamom, chilies etc.], or Berries [ allspice, black pepper, juniper etc], or Seeds [ aniseed, caraway, celery, coriander], or Rhizomes [ ginger, turmeric etc.], or Roots [ angelica, horse- radish, linage etc.], or Leaves [ bay leaves, mints, marjoram, tempt etc.], or Kernel [ nutmeg etc.] or Aril [ mace], or Bank [ cinnamon, cassia etc.] , or Bulbs [ garlic, onion etc.], or other part of spice plants.

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2.8 LIST OF INDIAN SPICES…………

Cardamom

Coriander

Large Cardamom

Cumin

Mace

Vanilla

Cinnamon

Cassia

Clove

Pomegranate

Saffron

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Pepper

Fennel

All Spice

Garlic

Juniper Berry

Chilies

Fenugreek

Mustard Mu stard

Poppy Seed

Tamarind

Star Anise

Aniseed

Asafoetida

Ginger

Mustard

Nutmeg

Caboodle

Sweet Flag Greater Galangal

Bishop’s Weed

Caper


Caraway

Kokum

Dill

Tempt

Celery

Curry Leaf

Pepper Long

Sage

Rose Mary

Savory

Mint

Lovage

Marjoram

Parsley

Horse Radish

Bay Leaf

Oregano

Tarragon

Source: (http//www.mypdfsearch.com/spice.pdf) (http://www.indianspices.com/pdf/spice_gallery.pdf)

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Hyssop

Thyme

Basil

Curry Powder

2.9 CHALLENGES OF INDIAN SPICE INDUSTRY

The session started with the chairperson‟s remark in which she talked about WTO/ global issues. She also discussed the livelihood issues in spice industries and pointed out that there was shortage of labour in this industry. Afterwards, Mr G Sree Kumar from Spices Board gave a board view of Indian spice industry in terms of its performance, wherein he mentioned that India‟s share in the export of global spice market market was approximately 50 percent. Despite its huge share in export market, India exported only 10 percent of its spice production. It was also revealed that India exported around 175 spice products to over 160 countries. Further, he showed that only 7 percent of total exporters contributed around 80 percent of total India‟s exports. There was a continuous rising trend in the export of spice products since 1990199091. He also mentioned that more than 30 percent of spice product was coming from value added products. Then he discussed about the importance of Spice Park and expectations from it. The purpose of the spice park was to provide basic infrastructure facilities and also to provide uninterrupted or adequate supply of spices. It had provided world‟s best s pice quality laboratories in India. In his view, “ The vision of Indian spice industry is to become a processing hub and premier supplier of value added spices and herbs in the industrial, retail and food service segments of the global by meeting the quality and requirement.”

Further, he spelt out the challenges in the spice industry basically focusing on pepper and cardamom. According to him, the major challenges in India were small holding, incidence of diseases, uncertainty in prices and others. These factors resulted in low productivity, reduction in pepper cultivation and stagnant production. Then he suggested the factors to be studied in spice industry, which were price competitiveness in international market, cost of production, supply chain and market efficiency, tax/ duty and others. Afterward, discussants raised various issued starting from information asymmetry in price and cost of production to mechanization and tariff issues. Need of holistic approach was also pointed out. Finally the issue of intercropping in spice industry was also raised.

Source: http:// www.cds.edu/admin/homeFiles/GB%20 annexure%204.pdf

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2.10 GOVERNMENT INTIATIVE Indian Government is providing financial assistance to the farmers who are engaged in the production of the various spices. Government has also taken certain steps to ensure the availability of better quality spices, more hygienically processed spices in order to boost exports. Indian spice board also provides financial and technical assistance to farmers.

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3.1 HISTORY OF WONDER FOOD

J.P.Foods one of the leading producers and distributors of Basic as well as Blended Masala‟s is

among the fastest growing industries in state of Gujarat. J. P. Foods is promoted by J. P. Tobacco Products Ltd ., a national leader in tobacco products. The different activities of the

Group Companies include manufacturing of Biddies, Pharmaceuticals, and transport with a turnover exceeding 3900 Million Indian Rupees. launched its range of basic masala‟s in March 1999, under the brand name J.P. Food India launched „WONDER MASALA‟. The company has already set its distribution and retail network in whole of Gujarat, Rajasthan, Punjab, Haryana, Himachal pradesh, and J & K. The products will soon be available in other states of India.

J.P. Food today operates with a high profile organizational network. The company has developed enlightened management capabilities owing to a unique fusion of entrepreneurship with professional expertise. The company has a full- fledged distribution network comprising of super stockiest, distributors all over Gujarat, Rajasthan, Punjab, Haryana, Himachal Pradesh, and J & K, and all logistics term to ensure timely supply.

With the roaring success of the initial launch, the company has now embarked on an expansion plan to increase production capacity three- fold within a short span of time.

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3.2 COMPANY PROFILE

At J.P.Foods the core culture is to deliver superior quality products born of the highest technological norms. J.P. Foods is recognized as a renowned manufacturer and exporter of Basic and Mixed Masala‟s. J.P. Foods India launched its range of basic masala‟s in March 1999, under the brand name 'WONDER MASALA'. The company has already set its distribution and retail network in whole of Gujarat, Rajasthan, Punjab, Haryana, Himachal Pradesh, and J&K. The products will soon be available in other states of India.

J.P. Foods today operates with a high profile organizational network. The company has developed enlightened management capabilities owing to a unique fusion of entrepreneurship with professional expertise. The company has a full-fledged distribution network comprising of super stockiest, distributors all over Gujarat , Rajasthan, Punjab, Haryana, Himachal Pradesh, and J&K , and its logistics team to ensure timely supply.

With the roaring success of the initial launch, the company has now embarked on an expansion plan to increase production capacity three-fold within a short span of time. A complete new range of Instant mixes and a variety v ariety of Pickles are to be launched very shortly.

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3.3 INFRASTRUCTURE

By virtue of blending class and refinement, J.P. Foods has engineered a sophisticated production plant that tha t matches its unsurpassed range. Situated amidst the clean and hygienic environment at Kadi, 45 kms away from the Ahmadabad, this plant is a first-of-its-kind in Gujarat and third in India. The factory premise spans over an impressively built-up area of around 37,000 sq. ft. with open land of about 50,000 sq.mt. that ensures pollution-free surroundings. Each building is designed to achieve efficiency in loading and unloading the finished products. The entire plant is dust-proof and equipped with efficient machines which sort, de-stone, clean, de-moisturize, grind and blend the various raw materials. Computerized mechanisms and the process automation keeps the product absolutely untouched by human hands, thus ensuring 100% hygiene.

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3.4 QUALITY

A number of measures have been implemented for highquality production. A standard operating procedure has been adapted to manufacture quality products in our factory as per AGMARK standards. The material is fumigated before grinding, which destroys all the traces of fungus, bacteria and the rodents. The material is ground at a lower temperature than at conventional plants, so that the aroma and flavour are not lost during the grinding process. Enough care is taken to ensure that dust and bacteria do not enter the plant and storage areas. Continuous atomization has been adapted to ensure that human hands do not touch the material. Meticulous checks are maintained in all the manufacturing, storing and packaging departments to heighten the original flavour and aroma of the spices. and bacteria do not enter the plant and storage areas. Continuous atomization has been adapted to ensure that human hands do not touch the material. Meticulous checks are maintained in all the manufacturing, storing and packaging departments to heighten the original flavour and aroma of the spices. 3.5 FOOD TECHNOLOGIST

In order to produce the best product quality and blends, the company has hired the services of a food technologist. He has been instrumental in offering the best quality standards, duly acknowledged by domestic and foreign buyers. He is also a consultant to other organizations who conduct nutrition programmes in India.

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3.6 GOVERNMENT CERTIFICATIONS

Our product confirms to Indian government standards and has the AGMARK label on its basic spices. The company is also registered with the Spice Board of India-Cochin, The Federation of Indian Export Organizations - New Delhi & The Agriculture and Processed Food Products Export Development Authority (APEDA)-New Delhi and various Indo-Foreign Chambers of Commerce. 3.7 QUALITY CONTROL & LABORATORY

The company has its own stringent quality checks and test laboratories which have put our products on the global map and encouraged us to get registered with international organizations. The laboratory offers analytical services to analyses spices for physical, chemical and microbial contaminants. The analysis of spices for pesticide residues and presence of aflatoxin are also undertaken. Needless to mention, our short exposure in the domestic markets has earned us the title of the No. 1 quality product, leaving behind other established players.

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3.8 PRODUCT OF THE COMPANY The product available in the Indian market is classified into three categories. (1) Basic Spices ( Powder Spices)  Chili Powder  Turmeric Powder  Coriander Powder  Coriander-Cumin Powder  Kashmiri Chili Powder  Black Pepper Powder 

Amchoor Powder

 Hing (Asafoetida) Powder  Supreme Garam Masala  Achar Masala  Cumin Whole (Jeera)

Chilly Powder

Wonder Chilly Powder is the spice that truly portrays the ex otic flavors of India. Packing available in ( 6gms, 50gms, 100gms, 200gms, 500gms, 1Kg, 5Kg & 20Kg)

Turmeric Powder

Turmeric is a ground root of a plant predominantly grown in India. With Wonder Turmeric Powder, what you get is this herb's natural core essence. Packing available in ( 6gms, 50gms, 100gms, 200gms, 500gms, 1Kg, 5Kg & 20Kg)

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Coriander Powder

When there's a need to heighten the aroma of any cuisine, you can trust the authenticity of Wonder Coriander Powder. Packing available in (6gms, 100gms, 200gms, 500gms, & 10Kg)

Coriander-Cumin Powder

Wonder sources the best-grown cumin from the fertile, loamy regions of Gujarat and Rajasthan. Packing available in (100gms, 200gms, 500gms & 10Kg)

Kashmiri Chilly Powder

Wonder Kashmir Chilli Powder is a produce of finely ground, distinctly flavored Kashmir chillies. Packing available in ( 50gms, 100gms )

Black Pepper Powder

Packing available in ( 50gms, 100gms ) Amchoor Powder

Amchoor Powder (Dry Mango Powder) is obtain by grinding clean, dried, peeled mango slices. Dry Mango Powder can be used instead of tamarind or Citric Acid. Packing available in (50gms, 100gms)

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Hing (Asafoetida) Powder

Wonder Hing (Asafoetida) has an aromatic, pungent whiff. Its distinct tang, adds a memorable taste and a heavy flavour to your cooking. Packing available in (10gms, 25gms, 50gms, 100 gms, 200gms) Supreme Garam Masala

This Wonder's blend is pepper-based and specifically blended to impart more pungency. Packing available in ( 50gms, 100gms, 500gms ) Achar Masala

Since centuries the preparation of pickles, though a very tedious and time consuming process, has been a tradition in several Indian households. Packing available in (200gms, 500gms) Cumin Whole (Jeera)

Wonder Jeera whole pure and reliable Packing available in (100gms)

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GENERAL SPICES

                  

Anistar Whole Anistar Powder Bay Leaves Whole * Bay Leaves Powder Cardamom (Black) Cardamom Whole (Green) Cardamom Granules (Green) Cardamom Powder (Green) Cardamom Whole (White) Cinnamon Stick (Flat) Cinnamon Stick (Round) Cinnamon Powder Cloves Whole Cloves Powder Coriander Crushed Curry Leaves (Whole) Curry Leaves Powder Dagar Phool Whole * Dagar Phool Powder

                    

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Fenugreek Crushed Fenugreek Powder Ganthoda Whole Ganthoda Powder Ginger Whole Ginger Powder Kachri Mace Whole Mace Powder Mint Leaves Whole Mint Leaves Powder Mustard Crushed Nutmeg Powder Nutmeg Whole Pepper Whole (Black) Pepper Crushed (Black) Pepper Powder (Black) Pepper Whole (White) Pepper Crushed (White) Pepper Powder (White) Shah Jiru


3.9 MARKET OF WONDER MASALA INDIAN MARKET  Gujarat  Delhi  Japur

DISTRIBUTION CHANNEL OF THE COMPANY IN GUJARAT

FACTORY

DISTRIBUTOR

RETAILER

CUSTOMERS

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4.1

LITERATURE REVIEW

The global market for chilies is estimated at 400,000 metric tonnes and production in major countries are growing at a compound annual growth rate (CAGR) of 5.2 percent, according to KD Evander Reddy of ITC Guntur. In a report presented at the recent World Spice Congress, he pointed out that productivity of Indian chilly has shown positive signs in recent years. In chillies the major producing countries are India, China, Peru, Bangladesh, Hungary and few others. Production of major countries is growing at CAGR 5.2 percent. World trade in chilies is put at 400,000 metric tonnes. Indian share in global production range from 50 to 60 percent, China and Peru are growing fast and Hungary shows a decline. Peru and China are dominating world paprika trade. However India is the onl y one source for hot chilies. The Indian productivity in Chilies has been showing positive signs showing rise from 1544 kgper hectare in 2005 to 1550 kg per hectare in 2009.During 2007 and 2008, the productivityrecorded was 1685 and 1611 kg per hectare respectively. The steady increase in productivity wason account of hybrids KOCHI (Commodity Online):

Sreekumar Raghavan

India‟s value added spices may get more acceptances in USA if trends from supermarkets and restaurants are any indication. Trend experts Mintel reported that ethnic flavours are becoming the popular trend for ready-to-eat ready-to-eat foods in USA and other leading countries. “Since culinary her band spices show potential health benefits b enefits in scientific studies, the functional qualities will likely appeal to consumers. Products featuring turmeric, cinnamon, and ginger may be reaching the store shelves next year,” Mintel said in their 2010 Global Packaged Food predictions.

In the coming years, India‟s spices exports mainly pepper would be more dependent on changing food consumption patterns in USA and other leading markets rather than just the production in Brazil or Vietnam. According to Spices Board, spice oils and oleoresins including mint products like mint oils, menthol crystals, and menthol powder contributed 40% of the total export ex port earnings for India in2008-09. Chili contributed 20% followed by cumin 10%, pepper 8% and turmeric

27


5%. During the year 2008-09, Indian spices and spice products reached more than135 countries in world. The leading among them are USA (21%), Malaysia (7%), UAE (6%), China (6%) and UK (5%).

Exports are increasing over a period of time. As well as Indian spices are being recognized for its quality and trust that has been changed over a period of time.

India to be world spices hub by 2017

India will be the world‟s largest spices processing hub by 2017, according to V J Kurien, chairman, Spices Board. Addressing a press conference here he said the board was making all efforts to achieve the goal within 10 years.

A vision document for the purpose in being prepared by a team of experts in the Spices Board and will be finalized in 3-4 months.

Currently, the country is handling 44 per cent of world‟s total spices business quantity wise, and35 per cent in value terms. More than 70 per cent of the world‟s business in value-added value-added spices products is also handled by India.

Kurien said the emergence of Vietnam as a processing centre would not be a serious threat to India as the country‟s major firms were more quality conscious. According According to the estimates of the board, India had exported value-added spices-based products worth Rs 2,100 crore in 2006-07 which is a remarkable in history.

The board will launch e-auction of cardamom by next July. Although the commerce ministry had announced the project almost a year back, this will be set in motion in the beginning of the next harvesting season. The testing of the new system is in full-swing, and will be introduced at Bodinay kanoor in Tamil Nadu and later will be extended to other major cardamom auction centers.

28


Kurien said during the on-going Five Year Plan, 9 more spices parks would be set up in various states apart from the first one being set up in Idukki district of Kerala. Though the exact locations of the parks are yet to be finalized, one each will come up at Andhra Pradesh and Madhya Pradesh.

Meanwhile, the Spices Board chairman ruled out the possibility of extension of the export subsidy scheme for black pepper. Domestic prices of the commodity have appreciated more than100 per cent during the last 6-7 months, thus severely affecting exports.

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5 RESEARCH METHODOLOGY

5.1 PROBLEM STATEMENT:

The project study aims to conduct drive retail initiatives in Kalol & Kadi city, and to measure its impact on sales for Wonder Foods Products Pvt. Ltd. The research is exploratory in nature and quantitative research tools to be used for data collection & analysis the data will be collected from the survey of the grocery retailers who sell wonder p roduct.  How the Channel Sales management is working in Wonder foods private ltd.  How does Proper Channel Sales management affect the sales?  How does channel design make any difference?  How availability and distribution network spices affects on its sales and satisfaction of

retailer?  Effect of waiting time after ordering on the retailers as well as o n sales?  How layers of distribution network affects on the availability and sales of the product?

A STUDY ON RETAILER SATISFACTION TOWARDS WONDER MASALA IN KADI & KALOL CITY.” 5.2 OBJECTIVE:  To find out relationship of retailer with different brands of Garam Masala.  To determine satisfaction level for wonder product specific focus on Ga ram Masala.  To identify the preferred promotional schemes by retailers.  To find out the test liked by b y consumer of masala through retailer.  To study the effective source of Advertisement for Garam Masala.  To find out the factors that affect the retailers decision for purchasing Garam Masala.

frequenc y of Garam Masala of retailers.  To know the purchasing frequency

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5.3 RESEARCH INSTRUMENT:

A well structured questionnaire are used which was a mixture of open ended, closed-ended questions, rating scales, multiple choices and dichotomous are also used for collections certain information. 5.4 METHOD OF DATA COLLECTION:SAMPLE DESIGN:

The sample design for this project was a non probability Sampling Design. Under the non probability Sampling Techniques, judgmental Sampling method is to be implemented.

Sample Size

: 100 Retailers

Sample Unit

: of the retail store shop

Sampling Method: Non-Probabilistic Convenience sampling Sample Geography: grocery retail stores of KALOL & KADI city

5.5 DATA COLLECTION : Nature of data

: The nature of data data is both primary primary and secondary data.

PRIMARY DATA :

Descriptive research design is been used for the study. Primary data was collected from retailer. Survey method personal interview method is used to collect data from the retailers‟. SECONDARY DATA:

The secondary data was collected from websites. The secondary data is collected through journal, magazines and web portals. 5.6 SAMPLE SIZE:

Due to time and resources constraints the sample size of 50 kalol & 50 kadi, retailers are selected for the survey in agreement with industry and project guide.

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5.7 SAMPLE PROCEDURE:

Convenience sampling was adopted for collection of information and the sampling is non probability. 5.8 QUESTIONNAIRE DESIGN:-

The questionnaire has been design as per the concept of the questionnaire design.

5.9 LIMITATION:

Every research has certain limitation to it. So also the research conducted had certain limitation. They are stated as under:  Due to time and resources the sample size was restricted to 100 in consultations with project

guide. th e true presentation of the total customers.  The sample respondents may not be the  They can be errors due to bios of respondents.  Convenience sampling has own its limitations which would h 0ave resulted in minor errors.  The time with in which the study is being attempted is too short to carry out a detailed

analysis.  The respondents were not able to justify their stand at points and hence this proved to be a

limitation of the study.

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Q.1.Do you sell Garam Masala? (Tick mark as applicable)

Table 1.1 shows retailers keeping Garam Masala to sell at their store

Particular YES NO TOTAL

Frequency

Percentage

100

100%

0

0

100

100

Chart: 1.1 show retailer keeping Garam Masala to sell at their store

INTERPRETATION  Here we can find 100% of the retailers are selling Garam masala at their store.  We can also say that Garam masala is mostly deman ded by the customers at retail outlets

so the retailers are keeping Garam masala to sell at their store.

33


Q.2 Are the some brand of Garam Masala, please tick in front of the brand that you keep to sell and please specify since how long, you sell the specified brand?

Table: 2.1 Showing Retailers Relation with individual company listed below in table

Time Brand

Not keeping

0-3 Years

4-7 Years

8-11Years

12 or more Years

Wonder

0

30

34

22

15

Everest

1

16

51

27

5

MDH

1

14

22

48

15

Badshah

3

17

25

36

19

Jalaram

33

42

13

7

5

Ramdev

3

7

12

32

46

34


Chart:2.1 Showing number of retailers that are not keeping Garam masala of individual Company mention in the chart

INTERPRETATION:  Everest & MDH is the company which is more preferable among retailer to keep at their

stores. Only 1 retailer out of 100 are not keeping Garam masala of Everest & MDH comparies Garam masala at their store to sell. won der Garam masala at their store to sell. s ell. Other 99 retailer  Only 1 retailer is not keeping wonder are keeping wonder Garam masala to sell at their store.  Jalaram is the brand which is least preferred to keep by retailer. 33 retailers out of 100

retailers are not associated with Jalaram specifically for Garam masala product.

35


Chart 2.2 Showing numbers of retailers that are keeping Garam masala of individual Company mention in the chart since 0 years to 3 years. years.

INTERPRETATION:  In this range of years Jalaram is the best company who is having relation with the retailer

among other companics.  Out of 100 retailers wonder Garam masala are kept by 28 retailers in the range of 0 years

to 3 years. Means they are associated with company within last 3 years only.  Ramdev are companies who have only 7 retailers out of 100 retailers associated with the

company since last 3 years.

36


Chart 2.3 Showing numbers of retailers that are keeping Garam masala of individual Companies mention in the chart since 4 years to 7 Years.

INTERPRETATION:  Everest is the Company having 51 retailers associated with the company for garam

masala from 4 years- 7 years.  Wonder has 34 retailers out of 100 retailers associated with the company for garam

masala from 4 years- 7 years.  Badshah has 25 retailers out of 100 retailers associated with the company for garam

masala from 4 years – years – 7 7 years.

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Chart 2.4 Showing numbers of retailers that are keeping Garam masala of individual Company mention in the chart since 8 years to 11 years.

INTERPRETATION:  Out of 100 retailers 48 retailers are associated with MDH Company since 8 to 11 years

with specific focus for selling Garam masala.  Badshah also has strong hold in the market. 36 retailers are keeping Badshah Garam

masala since 8 years to 11 years to sell at their store.  Wonder are having 22 retailers are keeping respectively that are selling their Garam

masala in this range of years.

38


Chart 2.5 Showing numbers of retailers that are keeping garam masala of individual Company mention in the chart since 12 years or more than 12 years

INTERPRETATION:  Out of 100 retailers 46 retailers are associated with the Ramdev company with more than

12 years for selling Garam masala product. We can say that company holds good relations with their retailers through their distribution chan nel.  Badshah is the second largest company in above mentioned companies in the chart who is

having 19 retailers associated with them in business to sell Garam masala product.  Wonder & MDH are also holding good relations with retailers. They are having 15

retailers respectively associated with company with more than 12 years to sell Garam masala product.  Everest and Jalaram are some companies who are not having or have very less countable

number of retailers associated with them to sell Garam masala of their respective companies with 12 or more years.

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[3] Please specify from the following, which type of blended spices you have in your shop? (TICK MARK AS APPLICABLE, MULTIPLE CHOICES)

Table:3.1 Shows Number of retailers keeping the specific blended spices at their stores to sell

ITEM

40

Percentage

ITEM

Percentage

Hing

100.00%

Chat Masala

84.00%

Vadapou Masala

69.00%

Curry Masala

25.00%

Sandwich Masala

46.00%

Tanduri Masala

34.00%

Garam Masala

100.00%

Archer Masala

47.00%

Tea Masala

84.00%

Panipuri Masala

84.00%

Pav bhaji Masala

81.00%

Sambher Masala

56.00%

Chhole Masala

73.00%

Kasturi Methi

57.00%

Kitchen king Masala

24.00%


Chart 3.1 Shows Number of retailers keeping the specific blend ed spices at their stores to sell

INTERPRETATION:  Out of 15 products of blended spices motioned above in chart, Garam Masala is

the product that is store by highest number of retailers at their store to sell of all the companies.  Hing is the product next to Garam masala which is stored by retailers to sell. Out

of 100 retailers, 100 retailers keep Hing to sell.  After this two products, Tea masala and archer masala are the most saleable items

which retailers keep at their stores.  The least preferable items Sandwich masala and v adapuv masala.

41


[4] Please rank the following Factor on the basis of their priority that you consider while urcha urc hasin sin Gara Garam m Masala Masala? ? Rank Rank it 1= hi hest hest riorit riorit to 10= 10= lowest lowest riorit riorit

Table: 4.1 shows priority of factors that are considered while purchasing Garam masala by

retailers

PARTICULAR

Std. Deviation

Statistic

Statistic

Customers‟ demand

3.47

1.167

Quality of Product Price of the product

4.37

1.796

4.5

2.111

Brand of the company Consistency of the service Scheme in the product Retailer Credit Policy of Wonder masala

5.27

2.287

5.41

2.189

6.23

2.326

7.21

1.76

Profit Margin Replacement of product

1.74

2.2

8.68

1.55

8.09

2.734

Relation with distributor

42

Mean


Factor consider while purchasing Garam Masala 9 8 7 6 5 4 3 2 1 0

INTERPRETATION:  In above graph shows the mean and standard deviation of the various factors. Here

retailer credit policy of Company masala‟s Mean is high compare to other factors and relation with distributors standard deviation is high compare to other factors.

 Here Profit Margin‟s mean is low it is good for the public that‟s why customer custom er more

purchase the wonder masala. Customer demand is low in standard deviation it is bad for the company.

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[5] Do you sell Garam Masala of Wonder Company? (TICK MARK AS APPLICABLE)

Particular

Frequency

Percentage

YES

100

100%

NO TOTAL

0 100

0 100

Chart 5.1 Showing Wonder Garam Masala Share S hare with Retailers

share of Wonder Wonder Masala 0%

YES NO 100%

INTERPRETATION:  Out of the 100 retailers 100 retailers are keeping Wonder Garam masala that is 100% of

retailers are keeping Wonder Garam masala to sell at their outlet in the market.  100% retailers are using wonder masala it is good for the company and awareness level is

high.

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[6] Please show your level of satisfaction towards Wonder masala by Rating the below mentioned factors in scale of 1 to 5?

1= highly dissatisfied, 2= dissatisfied, 3= Neutral, 4= satisfied, 5= highly satisfied Table 6.1 6.1 Cronbach’s Alpha (Reliability test)

Reliability Statistics a

Cronbach'sAlpha -.204

N of Items 10

INTERPRETATION:  The cronbach‟s alpha is done to test the reliability of the factors are reliable when

cronbach‟s alpha is greater than 0.60. Here the cronbach‟s alpha is -0.204 so we can say that the factors are are not reliable. Table 6.2 Shows mean and standard deviation score

FACTORS

Mean

Std. Deviation

Relation with Distributor

3.90

1.150

Product Quality

3.29

.844

Purchase Price

3.37

.872

Variety in Garam Masala

3.43

1.130

Scheme provided by company

3.65

.947

Correct order delivered to your store

3.42

.819

Invoice accuracy

3.30

1.040

Product Delivery Time

3.58

1.216

3.39

.920

3.57

1.085

Replacement provided company Profit Margin

45

is

7

day

by


Shows retailers level of satisfaction with Wonder Company and Garam Ma sala

INTERPRETATION:  Here, the respondents were asked to show their level of satisfaction with several

statements.  Here relation with distributor is more to the company. company maintain the good

relationship with the distributor.

46


[7] Rate your satisfaction level for the following brands on the given parameters

(1= highly dissatisfied, 2= dissatisfied, 3= Neutral, 4= satisfied, 5= highly satisfied)

Kitchen Express Price Quality Brand Image Brand Awareness to customer Profit Margin Visit of Sales person Product Knowledge of Sales person Promotional Scheme Product delivery Time Product Replacement Time Credit Policy

47

1

2

3

4

5

28 20 25 19

3 7 5 8

15 3 22 22

9 5 14 19

45 65 34 32

27 26 21

11 13 18

9 19 2

13 3 21

40 39 38

20 21 25 28

20 34 10 6

4 5 26 8

10 20 11 11

46 20 28 47


Kitchen Express 70 60 50 40 30 20 10 0

Series1 Series2 Series3 Series4 Series5

INTERPRETATION:  Here, Factor analysis of Kitchen express more retailer highly satisfied with price. Most of

the retailer prefers the highly satisfied for various factor of the kitchen express. Around 30% retailers are not happy with profit margin of the kitchen express.

48


Everest

1

2

3

4

5

15

31

19

32

2

8

7

49

31

5

Brand Image

12

25

8

43

12

Brand Awareness to customer

23

27

16

20

14

Profit Margin

13

27

8

43

9

Visit of Sales person

41

25

12

4

18

Product Knowledge of Sales person

17

21

27

21

14

Promotional Scheme

22

14

28

27

9

Product delivery Time

38

21

15

12

14

Product Replacement Time

22

22

9

19

28

Credit Policy

17

12

33

23

15

Price Quality

EVEREST 50 45 40 35 30 25 20 15 10 5 0


INTERPRETATION:  Here, Factor analysis of Everest shows the more retailers are dissatisfied with the price of

Everest. In quality of the Everest Most of the retailers are neutral. Retailer‟s point of view product replacement time is good for the Everest Company. Everest Company‟s delivery time period is not good as the survey of retailers.

49


MDH

1

2

3

4

5

Price

17

36

20

19

8

Quality

20

30

17

28

5

Brand Image

11

26

46

11

8


10

23

29

27

11

Profit Margin

31

18

28

16

7


18

45

20

7

10


18

14

35

19

14

Promotional Scheme

14

22

33

21

10


10

31

45

12

2


24

17

21

21

17

Credit Policy

15

39

27

11

8

MDH 50 45 40 35 30 25 20 15 10 5 0


INTERPRETATION:  Here, Factor analysis of MDH shows the more retailers are dissatisfied with the price of

MDH. Take the factor of promotional scheme of MDH most of the retailers are neutral. In quality more retailers are dissatisfied for the quality of MDH. Product replacement time is not good for the company because b ecause most of the retailer highly satisfied.

50


Ramdev

1

2

3

4

5

Price

19

17

37

17

10

Quality

26

31

19

14

10

Brand Image

33

15

25

17

10


21

25

18

16

20

Profit Margin

14

17

36

18

15

4

10

42

37

7


15

39

3

26

17

Promotional Scheme

33

16

16

11

24


10

8

23

19

40


10

14

26

36

4

Credit Policy

19

23

20

32

6


RAMDEV 45 40 35 30 25 20 15 10 5 0


INTERPRETATION: 

Here, Factor analysis of Ramdev shows the more retailers are neutral with the price of Ramdev. Visit of sales person to retailers most are neutral. Most of the retailers are happy with the product delivery time. Credit policy of the Ramdev most of the retailers are satisfied. Brand image of the Ramdev is not good during the research.

51


Wonder

1

2

3

4

5

Price

21

18

9

23

29

Quality

24

30

12

17

17

Brand Image

24

31

4

15

26


34

19

15

13

19

Profit Margin

22

25

21

12

20


16

7

5

51

21


29

8

28

13

22

Promotional Scheme

13

28

19

26

14


14

8

12

37

29


19

25

20

13

23

Credit Policy

30

20

10

23

17

WONDER 60 50 40 30

Series1

20

Series2

10

Series3

0

Series4 Series5

INTERPRETATION:  In Wonder masala factor analysis shows the most of the retailer highly satisfied with the

price of the product. Most of the sales person visits the retailers retailers are wonder masala. Retailers are happy with the product delivery time because delivery meets time to time.

52


[8] Duration between two visits of salesmen at your place?

Table: 8.1 Shows preference of salesmen by retailers

Particular

Total

With in 7 day

21

with in 15 day

48

with in 1 month

31

Chart 8.1Shows preference of visits of salesmen by retailers of Garam ma sala

TOTAL

31%

21% With in 7 day with in 15 day 48%

with in 1 month

INTERPRETATION:  Above diagram shows the 48% sales person visit the retailers of Garam masala within 15

days. 31% sales person visit in 1 month to retailers. 21% sales person visits the retailers within 7 days it is good for the company and also increase the brand image of the company.

53


[9] Are you satisfied by the following sales promotion scheme of Wonder Masala? (Rank 1=highest priority to 7=lowest priority)

Table:9.1 Show preference of promotional scheme by retailers of garam masala

54

RANK

SCHEME

WEIGHTS

Gift Article

320

4

Cash discount

274

6

Premium offer or Bonus offer

324

3

Off- Season discount

331

2

Coupons in Packing ( lucky draw)

281

5

Bundle Offer ( Example : Buy 2 get 1 Free)

340

1


Chart 9.1 shows preference of promotional scheme by b y retailers of garam masala

INTERPRETATION:  Here in this question, retailers were asked to show their preference about the various

promotional schemes.  Out of 100 retailers, get the bundle offers are more. Retailers are not more offers to the

cash discount.

55


[10] Give your opinion of various promotional material provided by wonder masala.

1= highly dissatisfied, 2= dissatisfied, 3= Neutral, 4= satisfied, 5= highly satisfied

Table: 10:1 Shows priority of various promotional material provided by wonder masala

particular

Weights

Rank

Stickers

215

4

Posters

230

3

Displays

233

2

Dummy packs

363

1

Chart: 10:1 Shows priority of various promotional material provided by wonder masala

56


INTERPRETATION:  In this graph, Shows the priority of various promotional material provided b y wonder

masala. Most of the retailers get the more priority to dummy packs. In sticker priority most of the retailers get last rank to the compan y.

57


[11] Please rank the following preferred media channel to promote wonder Garam Masala on basis of your preference.(Rank 1=highest priority to 7=lowest priority)

Table:11.1 Shows the preference of retailers regarding promotional activities to promote Wonder Garam Masala

Particular Television ads

Weights 445 397

Rank 1 2

Radio ads

176

4

Hoardings

129

5

Internet ads

356

3

Newspaper

Chart 11.1Shows the preference of retailers regarding promotional activities

58


INTERPRETATION:  Here in this question Respondent were asked to give the rank to their preferred source of

advertisement.  By analyzing the data, it is seen that the most preferred source of advertisement is

Newspaper. Respondents preferred Newspaper the most as the source of advertisement.  Second most preferred source of advertisement is Television, followed by Internet ads,

Radio.  Least preferred source of advertisement is Hoardings.

59


[12] Have you ever recommended Wonder Garam Masala to customers? (TICK MARK

Table 12.1 Shows Retailers recommendation of Wonder Garam Masala to customers

Particular

Tick mark

No, never recommended

40

Have recommended once or twice

43

Have recommended more than twice

17

Chart 12.1 Shows Retailers recommendation of Wonder Garam Masala to customer

60


INTERPRETATION:  Here in this question respondents were asked “have you ever recommended

Wonder Garam masala to customer” Most of the retailers replied that they do not prefer to recommend Wonder gram masala to their customers of gram masala. masala.  The above graph shows that 43Retailers avoid to Recommended Wonder Garam

Masala to the Customer, while 40 respondents have no, never recommended once or twice and only 17 retailers have recommended more than twice to their customers above Wonder Garam masala.  By analysis the data, it could be concluded that Retailer are less willing to

recommended Wonder Garam masala.

61


ANNOVA TEST H0: There is no significance difference between satisfaction towards Wonder masala and Form of Business. H1: There is significance difference between satisfaction towards Wonder masala and Form of Business.

INTERPRETATION

This is the table that shows the output of the ANOVA analysis and whether we have a statistically significant difference between our group means.

We can see that the significance level is in the case of all reasons for towards Wonder masala which is above 0.05. Therefore, there is no a statistically significant difference in the mean between reason for towards Wonder masala and Form of Business.

62


. Factors

Relation with Distributor Product Quality Purchase Price Variety in Garam Masala Scheme provided by company Correct order delivered to your store Invoice accuracy Product Delivery Time Replacement provided is 7 day by company Profit Margin

63

Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total Between Groups Within Groups Total

Sum of Squares .307 130.693

df 1 98

131.000 .022 70.568 70.590 .030 75.280 75.310 .002 126.508 126.510 .970 87.780 88.750 1.546 64.814 66.360 .545 106.455 107.000 .087 146.273 146.360 .044 83.746 83.790

99 1 98 99 1 98 99 1 98 99 1 98 99 1 98 99 1 98 99 1 98 99 1 98 99

.946 115.564 116.510

1 98 99

Mean Square .307 1.334

F .230

Sig. .633

.022 .720

.030

.862

.030 .768

.039

.845

.002 1.291

.002

.966

.970 .896

1.083

.301

1.546 .661

2.337

.130

.545 1.086

.502

.480

.087 1.493

.058

.809

.044 .855

.051

.821

.946 1.179

.802

.373


H0: There is no significance difference between various promotional material provided by wonder masala and Monthly Income. H1: There is significance significance difference between various promotional material provided by wonder masala and Monthly Income.

various promotional material Stickers

Posters

Displays

Dummy packs

64

Sum of Squares

df

Mean Square

F

Sig.

Between Groups

8.383

4

2.096

1.439

.227

Within Groups

138.367

95

1.456

Total

146.750

99

Between Groups

3.374

4

.844

1.185

.322

Within Groups

67.626

95

.712

Total

71.000

99

Between Groups

1.968

4

.492

.832

.508

Within Groups

56.142

95

.591

Total

58.110

99

Between Groups

9.960

4

2.490

1.698

.157

Within Groups

139.350

95

1.467

Total

149.310

99


INTERPRETATION

This is the table that shows the output of the ANOVA analysis and whether we have a statistically significant difference between our group means. We can see that the significance level is in the case of all reasons for various promotional materials provided by wonder masala which is above 0.05. Therefore, there is no a statistically significant difference in the mean between promotional material provided by wonder masala and Monthly Income.

65


H0: There is no significance difference between media channel to promote wonder Garam Masala and Monthly Income. H1: There is significance difference between various media channel to promote wonder Garam Masala and Monthly Income.

Media channel Newspaper

Television ads

Radio ads

Hoardings

Internet ads

66

Sum of Squares

df

Mean Square

F

Sig.

Between Groups

1.310

4

.327

.661

.621

Within Groups

47.050

95

.495

Total

48.360

99

Between Groups

.664

4

.166

.291

.883

Within Groups

54.246

95

.571

Total

54.910

99

Between Groups

.739

4

.185

.689

.602

Within Groups

25.501

95

.268

Total

26.240

99

Between Groups

1.875

4

.469

2.150

.081

Within Groups

20.715

95

.218

Total

22.590

99

Between Groups

.594

4

.148

.190

.943

Within Groups

74.046

95

.779

Total

74.640

99


INTERPRETATION

This is the table that shows the output of the ANOVA analysis and whether we have a statistically significant difference between our group means. We can see that the significance level is in the case of all reasons for media channel to promote wonder Garam Masala which is above 0.05. Therefore, there is no a statistically significant difference in the mean between various media channel to promote wonder Garam Masala and Monthly Income.

67


KRUSKAL WALIIS TEST

Ranks Media

Form of Business

N

Mean Rank

Newspaper

Sole Proprietorship

88

50.88

Partnership

12

47.75

Total

100

Sole Proprietorship

88

51.03

Partnership

12

46.58

Total

100

Sole Proprietorship

88

50.53

Partnership

12

50.25

Total

100

Sole Proprietorship

88

50.28

Partnership

12

52.13

Total

100

Sole Proprietorship

88

50.01

Partnership

12

54.08

Total

100

Television ads

Radio ads

Hoardings

Internet ads

68


Test Statistics News

Television ads

paper Chisquare

Radio ads

.153

.290

.002

1

1

1

.696

.590

.968

df Asymp. Sig.

a,b

Hoardings Internet ads

.791

.603

a. Kruskal Wallis Test b. Grouping Variable: Form of Business

INTERPRETION

The Ranks table shows the mean rank of the Media for each Form of Business. The Test Statistics table presents the Chi-square value (Kruskal-Wallis H), the degrees of freedom and the significance level.

We can report that there is no a statistically significant difference between the Form of Business (H (2) = 0.153, p =0 .696), with a mean rank of 50.88 for Sole proprietorship, 47.75 Partnership in the case of news paper.

We can report that there is no a statistically significant difference between the Form of Business (H (2) = 0.290, p =0 .590), with a mean rank of 51.03 for Sole proprietorship, 46.58 Partnership in the case of Television Ads.

In this test we can analyze that there is no significance difference between the Form of Business and monthly turnover on media channel to promote wonder Garam Masala.

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CHI-SQUARE TEST

H0: There Is No Dependency Dependenc y between Duration to visits of salesmen and Monthl y Income. H1: There Is Dependency between Duration to visits of salesmen and Monthly Income. Duration to visits of salesman

Monthly Income Less than 5000

5000-10000

1000115000

1600120000

More than 20001

Total

WITH 7 DAY

2

7

3

1

8

21

WITH IN 15 DAY

0

11

9

17

11

48

WITH IN 1 MONTH

0

5

10

11

5

31

2

23

22

29

24

100

Total

Chi-Square Tests

Value

df a

8

.013

20.020

8

.010

Linear-by-Linear Association

.370

1

.543

N of Valid Cases

100

Pearson Chi-Square Likelihood Ratio

70

Asymp. Sig. (2-sided)

19.364


INTERPRETATION

Here the test is about does Duration to visits of salesmen and Monthly Income. At 5% significance level and with 8 degree of freedom the value of Pearson chi-square is 0.013 so, the null hypothesis is accepted, which shows there is no dependency between Duration to visits of salesmen and Monthly Income. The reason for monthly income on visits of salesman. Because of different marketers have different income.

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7.1 FINDINGS 

Retailers store Garam masala as per the demand of customer. Generally they retain the stock of reputed brands i.e. Wonder, Ramdev, MDH, Everest, Badshah, and Jalaram, as demands of these brands are too high in the market.

 Out of 100 retailers, all 100 retailers keep Garam masala. 1 00 retailers keep hing and 25

retailers keep tea masala to sell. 43 retailers keep Achar masala. So we can say that in the market demand for these products is high. So retailers are interested to keep these products as their retail outlets.

 The Chart masala of the Wonder Company Compa ny holds the strongest position in the market out

of the product length of the company. compa ny. Out of 100 retailers, 84 retailers are selling Wonder Chart Masala to their customers.

 Retailers are getting good return on the sales of c hart masala of Wonder Company due to

constant scheme in the product for the retailers and timely accurate service provided by by the company.

 It could be concluded that the television is the most preferred source of advertisement.

The focus reason behind this could be that, people watch television and it is universally prove that the television is the best source for entertainment.

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7.2 RECOMMENDATION

 Company should arrange meeting with retailers followed by complementary lunch and in

the meeting company‟s top level management should make retailers aware regarding companies policies procedures regarding replacement. Different schemes available in market and also company‟s future plan should also be shared so as retailers take interest in selling companies product.

 Packing of the Garam masala should be made more attractive. Premium Garam masala

box packing colour should be changed from black to any other and try to make attractive by putting some spices snaps on packing.

 Company should bring the bundle offers in the small quantity purchased by the retailers

and continue that offer trough out of the year in order to increase the level of sales of premium Garam masala.

 According

to changing seasons and upcoming festivals company should make

advertisement related to that festival or reason. In making advertisement company should focus on the idea of delivering message, creativity in the advertisement as the research shows that people are more conscious about these factors in advertisement and they gives long lasting impact on viewers mind.

 Company‟s research and development team should focus on the taste and smell of Garam

masala. They should try to develop such Garam masala which gives better taste and smell to the food when added to food while cooking.

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8 CONCLUSION  It is concluded that customers demand and profit margin in the product influence the

buying behavior of the retailers. This is due to less demand by consumers at retail outlets and very less margin in highly competitive market of Garam masala. Biasness of the retailers also affects the sales. Due to very less time interval schemes in Wonder company the retailers are not ready to sell the Garam masala product of the company.

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9. BIBLIOGRAPHY BOOKS  Marketing Management, Philip kotler

Search Engines  www.google.com  www.wikipeiia.com

Website Visited:  http://www.spiceboardofindia.com http://www.spiceboardofindia.com..  http://www.food-india.com  http://www.cds.edu http://www.cds.edu..  http://J.P.Food.com

75


10. ANNEXURE RETAILER SATISFACTION OF WONDER MASALA

Hello Respondent,

We, student of S.V. Institute of Management, Kadi, Gujarat, conducting a survey on retailer satisfaction of Wonder Masala. We request you to spare a few minutes from your valuable time to answer few questions. We assure you all the information given by you will be used only for Academic purpose only.

[1] Do you sell Garam Masala? (TICK MARK AS APPLICABLE) Yes

{ }

No { }

[2] Following are the some brand of Garam Masala, please tick in front of the brand that you keep to sell and please specify since how long, you sell the specified brand?

Time

Not keeping

Brand

0-3 Years

4-7 Years

Wonder Everest MDH Badshah Jalaram Ramdev Other

76


8-11 Years

12 or more Years

[3] Please specify from the following, which type of blended spices you have in your shop? (TICK MARK AS APPLICABLE, MULTIPLE CHOICE) ITEM

TICK

ITEM

Hing

Chat Masala

Vadapou Masala

Curry Masala

Sandwich Masala

Tanduri Masala

Garam Masala

Archer Masala

Tea Masala

Panipuri Masala

Pav bhaji Masala

Sambher Masala

Chhole Masala

Kasturi Methi

Kitchen king Masala

All in one Masala

TICK

[4] Please rank the following Factor on the basis of their priority that you consider while purchasing Garam Masala? (Rank it 1= highest priority to 10= lowest priority) PARTICULAR

Customers‟ demand Quality of Product Price of the product Brand of the company Consistency of the service Scheme in the product Retailer Credit Policy of Wonder masala Profit Margin Replacement of product Relation with distributor Others, specify:

77


RANK

[5] Do you sell Garam Masala of Wonder Company? (TICK MARK AS APPLICABLE) Yes

{ }

No

{ }

[6] Please show your level of satisfaction towards Wonder masala by Rating the below mentioned factors in scale of 1 to 5? (1= highly dissatisfied, 2= dissatisfied, 3= Neutral, 4= satisfied, 5= highly satisfied)

FACTORS

1

Relation with Distributor Product Quality Purchase Price Variety in Garam Masala Scheme provided by company Correct order delivered to your store Invoice accuracy Product Delivery Time Replacement provided is 7 day by company Profit Margin Others, Specify

78


2

3

4

5

[7] Rate your satisfaction level for the following brands on the given parameters (1= highly dissatisfied, 2= dissatisfied, 3= Neutral, 4= satisfied, 5= highly satisfied)

Wonder

Ramdev

MDH

Everest

Kitchen Express

Price Quality Brand Image Brand Awareness to customer Profit Margin Visit of Sales person Product Knowledge of Sales person Promotional Scheme Product delivery Time Product Time

Replacement

Credit Policy

[8] Duration between two visits of salesmen at your place?

With in 7 day { }

79

with in 15 day { }

with in 1 month


{ }

[9] Are you satisfied by the following sales promotion scheme of Wonder Masala ? (Rank 1=highest priority to 7=lowest priority) SCHEME

RANK

Gift Article Cash discount Premium offer or Bonus offer Off- Season discount Coupons in Packing ( lucky draw) Bundle Offer ( Example : Buy 2 get 1 Free) Others, Please specify__________________

[10] Give your opinion of various promotional material provided by wonder masala. (1= highly dissatisfied, 2= dissatisfied, 3= Neutral, 4= satisfied, 5= highly satisfied)

1

2

3

Stickers Posters Displays Dummy packs

80


4

5

[11] Please rank the following preferred media channel to promote wonder Garam Masala on basis of your preference.(Rank 1=highest priority to 7=lowest priority) Particulars

RANK

Newspaper Television ads Radio ads Hoardings Internet ads Others, specify_______________________ [12] Have you ever recommended Wonder Garam Masala to customers? (TICK MARK AS APPLICABLE)

Particular

Tick mark

No, never recommended Have recommended once or twice Have recommended more than twice

PERSONAL DETAILS 1. Outlet Name______________________________________________________

2. Contact Person Name ______________________________________________

3. Address_________________________________________________________

Phone: (Off)__________(Mob)_________________(e-mail)________________ 4. 5.

81

Education___________________________________________________ Monthly Income__________________


wonder masala

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