Summer Training Report
On
“MARKETING STRATEGY OF TOP SPICES WITH RESPECT TO
WORKINGS OF INDIAN SPICES INDUSTRY”
UNDERTAKEN AT
TOP SPICES(THE SPICES OF INDIA)
Submitted in Partial Fulfillment for the Award of the
Degree of Bachelor of Business Administration (2019-2022)
Under the Guidance of:
Ms. Shruti Sharma
Designation:
Assistant Professor
Submitted By:
Garv Chand
University Enrollment :
11114701719
Maharaja Agrasen Institute of Management Studies
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
PSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110086, India
Student Declaration
This is to certify that I, Garv Chand have completed the Summer Training Report
entitled “Workings Of Indian Spices Industry” under the guidance of Ms. Shruti
Sharma, Assistant Professor towards partial fulfillment of the requirement for the
award of the Degree of Bachelor of Business Administration at Maharaja Agrasen
Institute of Management Studies, Delhi. This is an original piece of work and I have
not submitted it earlier elsewhere.
(Signature)
Name of the Student: Garv Chand
University Enrolment No : 111147017019
Program : BBA
Batch:2019-2022
Date: 16/10/2021
COUNTERSIGNED BY:
(Signature)
Name of Internal Faculty Guide: Ms. Shruti Sharma
Designation : Assistant Professor
Date: 10/10/2021
Training Certificate
Acknowledgement
Guidance, inspiration and motivation have always played a key role in the success of
any venture. I would like to pay my sincere regards to all those who guided me in my
project work.
I express my sincere thanks to TOP Spices Co. who gave me the opportunity to work
on my Summer Training project. I also express my sincere thanks to the industry
supervisor Mr. Vineet Bharadwaj for all the valuable guidance and support extended
to me during my summer training. I would like to avail this opportunity to pay my
sincere gratitude and regards to Prof. Ravi Kumar Gupta, Director, MAIMS and Prof.
Vijay Kr. Khurana, HOD- Business Administration, MAIMS for providing me such
a wonderful opportunity to widen the horizons of my knowledge. I would also like
to express my heartfelt thanks to my Internal Guide Ms. Shruti Sharma, Assistant
Professor for giving her support, guidance and encouragement throughout the project
work.
Last but not the least I would like to thank my parents, family and friends who have
directly or indirectly contributed in making this project a success.
Name of the Student: Garv Chand
University Enrolment No: 1114701719
Program & Section: BBA 5C
Batch: 2019-2022
Executive Summary
TOP Spices is one of the major market share capturer. They have some
excellent strategies, which are further discussed in this report. Their strengths
far exceeds their weakness, for this reason TOP Spices is one of the best Spices
company in India.
This paper is an attempt to observe the Indian Spices Industry and how TOP
Spices can influence the customers to switch from the already established
competitors to their company . This report tells in details the functioning and
share of the Indian Spices Market statewise and productwise and its expansion
procedur e.This report is divided into four sections. In the first part we try to
give a little background of the company and its introduction ,then in the second
part we tell more about the company profile and its workings. Then in the third
section we talk about the data analysis and the Indian Spices Industry and last
but not the least we conclude the report by mentioning my personal learning
experience and suggestions that feel suitable for the long term growth of the
company.
The main objective of the report is to Understand the “Workings of the Indian
Spices Industry” .This reports also mentions the marketing strategies and
business development expansion of TOP Spices across India.
Table of Contents
Contents
Page No.
Student Declaration
Training Certificate
(i)
(ii)
Acknowledgement
Executive Summary
Chapter 1 – Introduction
(iii)
(iv)
5 – 13
Chapter 2 – Company Profile
14 – 24
Chapter 3 – Data Analysis and Interpretation/ Learnings
from Training
Chapter 4 – Conclusions and Suggestions
25 – 57
Bibliography
58 – 66
67
CHAPTER 1
INTRODUCTION
OVERVIEW
TOP Spices grew rapidly by establishing branches all over the country and
through merging with other spices companies. Today, TOP Spices is one of the
leading companies in the market. TOP Spices offers all kinds of Masala and
spices for, industrial or marine segment for both personal consumption and
protective purpose.
With an ever-evolving profile and rich history, TOP Spices started its business
in India in form of startup . TOP Spices is one of the new names in the Spices
Industry. TOP Spices turns one’s dreams taste into tasty reality. It is a leader in
different types of spices, offering its customers a variety of innovative spices
specifically for chicken or soya or various other food dishes. Whether it is one’s
home or office, shop or factory, interiors or exteriors, hotel or restraint,5 star
suite or street dhabha every range of spices are available and all of them use
spices from TOP Spices .
Taste of Purvanchal India Pvt Ltd is India’s fast moving Manufacturer and
Supplier for Spices and other edibles items. We are an ISO and HACCP
Certified company. We are also a Govt of India Recognized Exporter. We are
currently Offering more than 25 difference verities of Spices Variants in the
form both whole and blended. Our natural range of spices, spice mixes and
whole spices are just perfect for regular home cooking and for professional
cooks. Our spices will enhance, enliven and completely rejuvenate your
cooking with its freshness and goodness.
Our Packaging sizes includes, 15 Grams, 50 Grams, 100 Grams, 200 Grams
and 500 Grams.
On other hand we are also operating our Restaurants Channel across the cities.
ORIGIN
Concept of spices is not new in India and having long journey starting from
ancient age of Indian History and it is heritage for us. India has been world
famous for its spices since ancient days. There was a great demand for Indian
Spices around the globe. Concept of Spices with us was introduced by two
friends, Name Late Shri Ram Krishna Chand (Business Man) and Late Shri
Bakshi Ram Bhardwaj (Ex-Army Man) around 25 years back. The idea was
evolved for Loose packaging and to supply of Spices around the Cities.
MARKET STAND
Taste of Purvanchal India Pvt Ltd is , the market leader in the Gorakhpur spices
market, is one of the new name in the Indian spices industry. The company is
operating in the market for last several year. Today the name" TOP Spices” are
synonymous with spices industry. TOP Spices continues to be inspired by the
creation and innovation of his industry, who through his marvelous shades, had
offered people a chance to transform their lives through the power of
imagination. At TOP Spices it believes in taking ideas to the level of fine art
enriched by the imagination of industry.
TOP Spices is not only a company with reputation but is a name to the dynamic
industry which has history and the pride to be the best at what it does. TOP
Spices had set up its industry in delhi and gorakhpur at an estimated investment
of TK.400 million
TOP Spices Pvt Ltd. is often referred to as TOP Spices is considered to be the
market leader in Gorakhpur spices industry. TOP Spices gives a comprehensive
and sustainable ideas and providing the best customer support. It connects
consumers to technology through specialized services. It has a strong
distribution Networking, TOP Spices has reached almost every corner of india.
TOP Spices is always ready to answer to all weather conditions. It strives for
the improvement of Quality of Work Life a (QWL) with competitive
advantage. TOP Spices is basically managed by its Finance, Supply Chain, IT,
Budget, Marketing & Sales departments.. TOP Spices’s corporate strategy is to
build larger market share through providing quality and speedy service. Its
primary focus is to strengthen its current position by provided value added
customer service. TOP Spices is committed to get highest consumer
satisfaction. TOP Spices is committed to express itself as an ethical and socially
responsible company by producing environment friendly products, in an
environment friendly production plants. TOP Spices is made up of well
experienced, well trained, highly educated officials and very dedicated and
experienced employees along with the stakeholders. TOP Spices is nothing
without its valued customers. So, to serve the best to the customers has been on
top of all priorities.
TOP Spices has heavily invested in technology and Research & Development
(R&D) compared to any other manufacturer in this market. Investment in
technology and plant capacity is even more evident from the establishment of
new ideas and facts in factory. The state-of-the-art factory is an addition to TOP
Spices 's capacity, making it the t-shirt giant in india. It sources raw materials
from some of the best known names in the world. The superior quality of TOP
Spices 's products has been possible because of its advanced plants and strict
quality controls that match international standards. With its strong distribution
network, TOP Spices has reached almost every corner of India. Nationwide
Dealer Network, supported by Depots strategically located at all over India,
TOP Spices 's one of the prime objectives is to provide best customer supportconnecting consumers to technology through specialized services like free
technical advice . To bolster customer satisfaction, TOP Spices offers
customised Service from where one can get an array of services pertaining to
various spices. Apart from business, TOP Spices fashion has added another
dimension to its social responsibilities by contributing to the well being of the
poor children in the region.
Promotion is one of the most important marketing mixes of TOP Spices.
Different researches show that customer demand is the most important asset of
TOP Spices for being in market of india. Making this customer demand is
possible not only by the quality products but also proper promotional activities.
Now most of the Brand loyal customers make TOP Spices ahead from other
competitors.. These two ways pressures make a major change of promotional
activities of the company. Company like TOP Spices is now adapting push
strategy instead of pull strategy. This major change may create some problem
because customers have seen TOP Spices’s advertisement and other activities
less frequently and these may affect the brand image and the customer demand
of TOP Spices. This report will try to find out the customers view and the
current marketing practices of TOP Spices. This will help to identify and select
the proper marketing strategy.
VISION
The vision of all members at TOP Spices is to grow TOP Spices to such heights
that everyone can have the best and most delicious food at home with the help
of various quality spices produced by the company. TOP Spices although
started with Indian Masala but does not aim to stop there. It aims to conquer
market with all types of spices and even other eatable items. TOP Spices has
also a restaurant channel and aims to succeed in this market too.
We are a spices company where we provide different types of best quality
spices. Our spices will enhance, enliven and completely rejuvenate your
cooking with its freshness and goodness.
On other hand we are also operating our Restaurants Channel across the cities.
We at TOP Spices aims to stand out from other companies in terms of price,
quality, and service.
Social Media
Social computing is not a fad, nor is it something that will pass us by. It has
revolutionized the way we interact with the world around us. It has developed
an appetite for new ways to communicate and to the increasingly flexible ways
that we can go online. This has led to global changes, huge shifts in ideologies
and a transformation in how we absorb and process information. Gradually
social computing will impact almost every role, at every kind of company, in
all parts of the world. Social media offer plenty of services on the internet. The
types of social media include: social networks (Facebook, Myspace, and
LinkedIn), micro-blogs (Twitter, Tumblr, and FriendFeed), reviews and ratings
(Yelp, Amazon, and Trip Advisor), video (YouTube and Vimeo), and many
more.
Social media let consumers „friend‟ or „follow‟ favourite brands and comment
or post questions as a form of engagement. Through the use of social media
sites, managers can find out what is being said about a brand and they can also
connect with consumers (Reyneke, Pitt, & Berthon, 2011). Consumers are able
to generate new business and promote or help a brand by tweeting, blogging,
reviewing, following, etc. Loyal customers also help generate online word of
mouth which is very important for businesses today. The objective of this
research study is also to understand how social media is an effective marketing
tool for start-ups or budding entrepreneur.
OBJECTIVES-
Broad objectiveBroadly this report is based on the business development and marketing of TOP
Spices company in reference to Workings of the Indian Spices Industry.
Specific objectivesThe specific objectives of this study in a broad way is mentioned down• To study the Indian Spices Market.
• To study the Size and Construct of
the market: Tonnages & Values.
• To study the Regional Disparities:
Size, Taste, Offerings etc.
• To study the Brand Options.
• To study the Brand Positioning
• To study the sourcing options
Scope of the studyThis report has analysed the Indian Spices market area wise as well as product
wise. This report has covered almost all the strategy of TOP SPICES
COMPANY for marketing its product and business development. It also
includes a brief profile of the company. To know the strategy of the company it
also includes the product categories and the distribution channel of the
company.
Methodology:
Research Design:
The research is explanatiory in nature. The numbers of research techniques
are used for appropriate information for Indian Spices Market. Different
methodology is employed according to the objective and scope defined for
research.
Basically there are two methods:
A. Desk Research or Secondary Research
B. Field Research or Primary Research
Source of Data: Two types of data have been used in order to prepare this
report. These are primary data and the secondary data.
Collection of Primary Data: In this report, primary data has been used
Field research is employed to collect primary data by:

Observation method

Survey method
Field Research focuses on consumer or buyers motives (e.g. Why they will
buy your product instead of your competitors product), which forms the
basis of the positioning strategy.
The process of conducting field research in understanding the Indian Spices
Market includes:

Visiting the retailers shops

Planning of visits

Seeking /making appointments with target companies/organizations

Questionnaire
. So there is almost zero probability of biasness. Informal discussion and direct
interview method has been used to collect the data
 Secondary data: Secondary data are collected from the following
sources:
 Annual Report
 Official website
 Various documentary files
 Information from Internet
 Newsletters
 Various brochures on the product and services
 Information from the sales Office.
Data analysis: For data analysis MS word and MS excel, table, graphs, charts
etc have been used.
Limitations of the ReportThere are limitations to every field of in the world whether it be
business,science,philosophy,arts so there are obviously some limitations in this
study too which are-
 Every organization has some rules and regulation regarding its privacy
policy. So does TOP Spices. Moreover financial information is regarded
more sensitive. That is why I failed to collect some market share related
information in different months which would have proved very effective
in preparing the report.
 As the report is based totally on personal observation, personal bias might
have hampered the findings.
 Lack of experience: As this was my first experience in regard to do this
type of report, experience was a fact. Good communicational skill helps
me a lot in spite of having no experience. I tried my best to find out the
hidden issues of paint industries.
 Time limitation: Time is one of the major limitations. It is very difficult to
find out the marketing strategies of a giant company like TOP Spices
within this short period of time. So the authenticity of the collected
information could not be verified.

Lack of knowledge: The Recommendations are based on own perceptions
which may not be applicable by the organization.
CHAPTER-2
COMPANY PROFILE
CHIEF EXECUTIVE OFFICER
MR. SAMIPYA PRATAP, is the C.E.O. and the main mind behind
the growing giant empire of TOP Spices. He along with his family friend
MR.VINEET B. started this spices company from scratch few years ago. All
they had was the legacy of their parents and the idea of Indian Spices from their
forefathers.
*In Just few years* > Sold more than 10000000 product units.
> Hired more than 1000+ interns and 820+ employees.
> Sponsored more than 50+ events throughout the entire country.
For someone so new in the industry, he has done immense great job by
holding so much market share of the spices industry in few years and
with the current pace the company continues to grow more rapidly.
Breif Introduction Taste of Purvanchal India Pvt Ltd is India’s fast moving Edibles Items and
Service Industries. We are and ISO Certified company and Govt of India
Recognized Exporter.
We are currently Offering more than 25 difference verities of Spices Variants in
the form both whole and blended. Our natural range of spices, spice mixes and
whole spices are just perfect for regular home cooking and for professional
cooks.
Our spices will enhance, enliven and completely rejuvenate your cooking with
its freshness and goodness.
On other hand we are also operating our Restaurants Channel across the cities.
HistoryConcept of spices is not new in India and having long journey starting from
ancient age of Indian History and it is heritage for us. India has been world
famous for its spices since ancient days. There was a great demand for Indian
Spices around the globe.
Concept of Spices with us was introduced by two friends, Name Late Shri Ram
Krishna Chand (Business Man) and Late Shri Bakshi Ram Bhardwaj (Ex-Army
Man) around 25 years back. The idea was evolved for Loose packaging and to
supply of Spices around the Cities.
TOP GROUP-
Taste of Purvanchal India Pvt. Ltd is working under two verticals :
1) Manufacturing Sector: We are one of the leading Manufacturing Sector
for Spices and other FMCG Products.
2) Service Industry: Serving Thousands of customers for our service
Industry under our Restaurant Channels.
Intern Responsibilities• I was introduced as a Business Development intern at TOP Spices
Pvt.Ltd.
• I had to manage the social meadia marketing sector.
• Since the business was expanding when I joined,I had to closely work
with all the departments of the company straight from manufacturing to
marketing.
• I worked in close co-ordination with my company for my summer
internship project titled as “Marketing Strategies of Top Spices”
• I was given various task such as making contact with the super-stockists
in various regions as well as giving my inputs on various marketing
strategies
• I also helped in desigining of the sample product package of various
spices product and I have attached some designs in the presentation
below.
MAJOR PRODUCTS
QUALITYWe trust in 100% natural quality and each batch is being tested before
supplying to Market. We are also using NABL approved Lab Testing for our
Products.
It ensure that no mix-up is being taken place for manufactured items and it is
safe for every individual use.
We are approved with several Agencies and 100% trusted by the customers.
No preservatives and no added colors are used. We are HALAL and HACCP
Certified company, which ensure safety of Individuals and Society.
APPROVALS AND CERTIFICATIONS
We are certified with world class approvals and certifications. We are approved
with major certifying industries from Food Industries and quality checks.
We are approved to Quality Management System ISO 9001, ISO 22000 for
Food Safety Management System, HACCP for Hazard Analysis and Critical
Control Point.
We are also certified with HALAL approval for Ingredients and Complies with
the Islamic Shariah Law, therefor, is Lawful for Muslim Consumptions.
We are also approved with Food Safety and Standards Authority of India,
FSSAI.
MANUFACTURING PROCESS-
Harvesting/
Cleaning
Drying
Procurement
MANUFACTURING FACILITY•
•
•
•
•
•
More than 15,000 sq. ft. Area
Machines for Granding
Machines for cooler Grinding
Equipments for automatic & Hygienic packaging
Proper facility for fumigation
Safety net installed.
Grinding
Packaging
Stocking
TOP Spice
(An Unit of Taste of Purvanchal India Pvt. Ltd.)
Manufacturing Unit-1:
Khasra No. 1006, Guldhar Raispur
40 Feet Road, Sanjay Nagar,
Ghaziabad,
U.P. 201014, India
Manufacturing Unit-2:
Killa no:- 66/9/1, 9/2, Bazidpur Saboli, Near Hanuman Dharam Kanta, Kundli,
Sonipat,
Haryana – 131028
Manufacturing unit
Regional Office,Radhika Complex,Gorakhpur
The product ready to dispatch to the super stockist.
WHAT MAKES US DIFFERENT ?
We try new things everyday even when we know our success is not
guaranteed. Thinking about the benefit of our customers just as we’d
think about our own.
Our customers mean everything to us as we know quality and trust
speaks over discount and price.It is about making a positive impact what
we believe in and that’s what TOP Spices is all about.
Different mix of spices for different uses and different range of spices for
different users without compromising with the quality and marketing
make us totally different from our competitors in all perspectives.
WHY WE ARE NOT OTHERS ?
1. Manufacturing- Imagined by indians, Made in India
2. Quality Check- We are creating extremely good quality product rich in
benefits.
3. Customer Support- Unlike other spices giants we provide 24/7 customer
support.Our customer and prospect business partners can message their
query and speak to our team by just visiting our website.
4. The Adaptation- With the technological boom and digital technologies,
TOP Spices have evolved into a full-fledged spices manufacturing unit
with a workforce of thousands of and many high power machines.
5. Improvements- We are researching daily on the customer’s need and
giving our best to keep our promise.
For more detailsVisit = www.topediblesindia.com
Mail at = info@topediblesindia.com
Customer Care:
Toll Free: 1800 -5726 -949
CHAPTER-3
DATA ANALYSIS AND INTERPRETATION AND
LEARNINGS FROM THE TRAINING
Now,since this report is mainly about the Indian Spices Industry but also about
the marketing and business development strategies of TOP Spices,The Data
Analysis and Intrepretation follows now-
What Is Marketing?



Marketing refers to all activities a company does to promote and
sell products or services to consumers.
Marketing makes use of the "marketing mix," also known as the
four Ps—product, price, place, and promotion.
At its core, marketing seeks to take a product or service, identify
its ideal customers, and draw the customers' attention to the
product or service available.
What is Business Development?
Business development is the creation of long-term value for an
organization from customers, markets, and relationships. Business
development can be taken to mean any activity by either a small or
large organization, non-profit or for-profit enterprise which serves the
purpose of 'developing' the business in some way.
Business Development and Customer Retention Policies:
Business Development Customer Retention Policies
practiced by TOP Spices given below.
1. Offering new products to customers with attractive benefits
2. Offering different quality products and packages with
attractive facilities.
3. Offerinng Super-Stockist good discount on bulk purchase.
4. Conducting market research of customers’ demand,
customers’ attitude, and competitors’ actions.
5. Finding out popular Print and Electronic
media where TOP Spices can give their
advertisement to get maximum population
coverage.
6. Finding out various marketing strategies to expand
the product to new market.
7. Ensuring customer care representatives’ quality
standard and reporting the finding to concern
department to take proper steps.
8. Customer Profiling through Customer Data Collection
(CDC) project.
9. Promoting new spices products to existing customers via
telemarketing.
10. Conducting various projects of Top Management
and Marketing Department to assist them to take
up-to-date Marketing and Business policy.
Learnings from the Training
• The learnings from the summer internship project at TOP Spices Pvt Ltd.
has been mentioned below:
• I was more than lucky because I being the part of marketing team was
very closely made aware of the working procedures and since I operated
in close co-ordination with other departments as well I came to the
conclusion that spices industry like any other major industry of our
society is complex and its working is highly dependent on all the chains
from manufacturing to production to marketing to sales.
• I got to know how giants company manufacture and produce goods in
extremely large quantities to meet the demand especially with the respect
of Indian Spices Industry.
• To understand and observe how a startup turns into a profitable company
we came to the conclusion that with effective marketing strategy,enough
capital and will to expand a startup can slowly but conformingly turn into
a major stakeholder of its particular industry.I also got idea of the
importance of social media marketing and digital marketing in the
commerce.
• To get educated about different sectors of spices industry and their roles
accordingly we came to the conclusion that though there are several
sectors in the spices industry like manufacturing,binding,super stockist
and one may have to outsource some things from other places,one can
easily handle the business through proper management.
Major learning was to know the key elements helpful in growth and expansion
of a company we came to the conclusion that these are some of the key
elements –
<a> Market Penetration
<b>Market Development
<c>Redifining the Playing Field
<d>Diversification and targeting the customers based on their demands
<e>Resarch and Accountability.
In a nutshell, this internship has been an excellent and rewarding experience. I
can conclude that there have been a lot I’ve learnt from my work at TOP
Spices. Needless to say, the technical aspects of the work I’ve done are not
flawless and could be improved provided enough time. As someone with no
prior experience with Spices Industry whatsoever I believe my time spent in
research and discovering it was well worth it and contributed to finding an
acceptable marketing approach for the development and expansion of the
company. Two main things that I’ve learned the importance of are timemanagement skills and self-motivation.
“WORKINGS OF THE INDIAN SPICES
INDUSTRY”
Spices growing states in India –
The main reason for TOP Spices to grow was because Indian Spices Market
was very wide and earlier TOP Spices Was limited only to two states i.e. U.P.
and Delhi. Through our theoretical research we found that these states were the
spices growing states on India.
Karnataka
Gujarat
Orissa
Rajasthan
Chilli
Tamil Nadu
Uttaranchal
Uttar
Pradesh
Madhya
Pradesh
West
Bengal
Arunachal
Pradesh
Karnataka
Orissa
Maharasthra
Tamil Nadu
Tripura
Turmeric
Kerala
Meghalaya
West
Bengal
Assam
Bihar
Uttar
Pradesh
Uttar
Pradesh
Coriander
Rajasthan
Uttaranchal
SITUATION ANALYSIS
◾
Changing of Life style and especially with changes in food habits and
increase of Income level, the use of powdered spices has increased.
◾
Of late, the market for ready mix of spices has grown significantly.
◾
Numbers of National brands have appeared in the market such as Everest,
MDH, Catch, Roopak Masala, etc. besides these, some of local brand are
also there in the market.
◾
In addition there are numbers of small units producing powdered
spices, both in loose as well as packet formed.
SIZE AND CONSTRUCT OF THE MARKET
Source-Spices Board Of India
SPICE WISE AREA & PRODUCTION
2008 – 09
(Area in Hec, Production in Tonnes)
2010 – 11(P)
2011-12(Adv.Est.)
2009 – 10
Spices
Area
Prodn.
Area
Prodn.
Area
Prodn.
Area
Prodn.
Pepper
181299
50000
198986
50000
183780
48000
201381
43000
Cardamom(Small)
71170
11000
71110
10075
71012
10380
71285
15000
Cardamom(Large)
27034
4300
27034
4180
26984
3918
26460
3860
Chilli
802896
1381531
809699
1470352
716428
1299191
804792
1276301
Ginger
143861
831607
142089
708256
167432
937043
155063
755618
Turmeric
195076
894590
187535
927912
232022
1268280
223452
1171054
Coriander
537327
471515
530789
501485
474250
372366
557870
532947
Cumin
527132
283000
517133
303943
625087
403744
593980
394328
Celery
4117
5329
4312
5248
3776
4609
4174
5264
Fennel
74149
114277
53497
83576
81890
125710
99554
142949
Fenugreek
74512
97533
71985
88979
94760
127850
93605
115929
Ajwan
26148
18301
20628
8950
27257
19327
35376
26778
Dill seed
13139
13363
8537
10447
26698
33090
21900
23632
Garlic
190468
1003758
187271
975404
202888
1085740
242491
1228324
Tamarind
54281
194087
44186
125524
56530
203936
58428
202574
Clove
2172
1002
2081
764
2195
963
2387
1105
Nutmeg
16400
11362
16001
11271
17760
12088
17485
12574
Cinnamon
186
363
150
30
187
36
508
35
Saffron
2667
5.93
2691
4.86
2715
7.99
2989
9
2948558
5387092
2899887
5286552
3043583
5933126
3213180
5951281
Grand total
including others
GRAND TOTAL
IN MLN TONNES
5.39
5.29
5.93
5.95
1000000
800000
CHILLI
600000
400000
200000
2009-10 Production
250000
2010-11 Production
CHILLI
200000
150000
100000
50000
0
2009-10 Area
500000
TURMERIC
450000
400000
350000
300000
250000
200000
150000
100000
50000
0
ANDH
RA TAMIL ORISS
A
PRADE NADU
SH
2010-11(P) Area
69159 51446 26830
2010-11(P) Production 466928 277980 202920
MAHA WEST
KARN
GUJAR MIZOR
RASHT BENG
ATAKA
AT
AM
RA
AL
UTTAR
ASSA MEGH TRIPU
KERAL
ANCH
M ALAYA RA
A
AL
18035 13876 15779 1936 4500 14963 1928
90448 66791 38300 28468 22500 10623 10058
1295
9522
798
6651
Analysis:
According to the figure, Andhra Pradesh has highest production level of
Turmeric followed by Tamil Nadu, Orissa & Karnataka. Whereas, Kerala
is at the bottom of the list.
250000
CORIANDER
200000
150000
100000
50000
218899
70872
0
RAJASTHAN MADHYA
PRADESH
21568
ASSAM
2010-11(P) Area
32634
13749
GUJARAT
ANDHRA
PRADESH
2010-11(P) Production
Anaylsis: Rajasthan holds the maximum share of
11200
ORISSA
3444
UTTAR
PRADESH
2391
6216
producing coriander in the Indian Market. In
2009-10, production was 281076 tons having area
232139.
In 2010-11, it was about 218899 tons with area of 197891.
Whereas other states also contribute in producing
coriander like UP, which is 3444 tons in area of 6082 in
2010-11
Cumin Seed
350000
300000
250000
200000
150000
100000
50000
0
GUJARAT
RAJASTHAN
Area
311755
203854
Production
2009-10
221906
80531
Area
292847
330634
Production
2010-11(P)
219215
114925
Analysis: Gujarat & Rajasthan are the major states producing Cumin Seed. In Gujarat, area under
production have decreased in 2010-11 as compared to 2009-10 and so on the production. However, in
Rajasthan, the scenariois reversed both the area under production and production have increased
marginally.
Major State Wise Area And Production Of Spices
2008-09
2009-10
2010-11 (Adv)
State
)Area- Hec )
)Prdn-tons)
)Area-Hec)
)Prdn-tons)
)Area-Hec)
)Prdn-tons)
Andhra Pradesh
007233
0706121
002700
0766122
710100
0020020
Arunachal
Pradesh
Assam
1711
20206
1000
22201
1700
21620
17210
706127
17227
771203
17032
011260
Gujarat
270203
223030
726733
271210
721270
217636
Karnataka
776000
672227
722063
060272
700772
731273
Kerala
702076
002703
727722
077733
727663
002167
Madhya Pradesh
772727
007122
762271
012627
NA
NA
Maharashtra
000026
16063
003633
16733
20203
710707
Meghalaya
00002
60222
00037
62010
07030
67163
Mizoram
76770
11677
00773
23733
01761
030701
Orissa
072073
737003
072133
706273
766103
711113
Punjab
02271
66137
01277
21212
01637
62267
Rajastan
206172
202172
222671
260621
237702
623207
Sikkim
00207
72076
00371
70223
70621
0003
Tamilnadu
001777
717222
006123
711010
070063
023232
Uttar Pradesh
26007
770026
22671
017067
26677
730010
Uttaranchal
2220
21112
1767
62712
1216
20176
West Bengal
007107
731276
000761
700071
007011
700207
Grand Total
Including Others
89:>;;>
;9>=898
8>99>>=
;8><;;8
98:9;>9
;99938<
Source: Spice Board of India
Spice/State Wise Area and Production of Spices
(Area in Hectare, production in Tons)
SPICE
STATE
2008-09
Area
PEPPER
Production
Area
Production
18847
6236
19706
15000
21061
18240
KERALA
153711
33991
171489
27500
172182
20640
TAMIL NADU
3117
716
2786
7500
3009
9120
Total including
others
181299
50000
198986
50000
201381
48000
41588
8550
41593
7800
41242
7935
25021
1700
24956
1550
25209
1710
TAMIL NADU
4561
750
4561
725
4561
735
Total
71170
11000
71110
10075
71012
10380
23729
3675
23729
3540
23679
3310
3305
625
3305
640
3305
608
Total
27034
4300
27034
4180
26984
3918
ANDHRA
PRADESH
210792
781671
206541
830990
195471
638298
KARNATAKA
125965
143481
138711
144044
113849
128806
WEST BENGAL
63249
96002
63450
95765
63618
96216
MADHYA
PRADESH
47332
58455
54414
90569
54414
90569
ORISSA
75510
64300
75530
64320
76010
70390
MAHARASHTR
A
97200
45400
97200
45400
34604
71749
GUJARAT
31810
36215
32854
42305
36570
48051
TAMIL NADU
62617
32924
58476
31230
53626
21690
PUNJAB
10414
17256
10524
17492
10555
17912
RAJASTHAN
15157
19976
13812
13649
13381
14425
ASSAM
17010
10862
17111
11727
18808
12237
Total including
others
802896
1381531
809699
1470352
724065
1303820
KARNATAKA
29092
273253
44837
135031
46511
168310
ORISSA
16530
33370
16840
117720
17120
126530
ASSAM
15220
103915
15690
107893
16386
112548
MEGHALAYA
9283
50286
9321
54009
9438
52922
ARUNACHA
L PRADESH
6356
47181
6401
49663
6601
52304
CARDAMOM(LARGE SIKKIM
)
WEST BENGAL
GINGER
Area
2010-11(P)
KARNATAKA
CARDAMOM(SMALL KERALA
)
KARNATAKA
CHILLI
Production
2009-10
TURMERIC
CORIANDER SEED
CUMIN SEED
GUJARAT
3408
UTTARANCHAL 2600
49504
31288
3170
4007
47694
40418
4378
4153
69581
41944
SIKKIM
9237
40866
6700
35970
6700
35970
MIZORAM
9391
34290
6200
31000
NA
NA
KERALA
7421
30809
5408
28603
6088
33197
WEST BENGAL
11131
23832
11221
24128
11406
24606
ANDHRA
PRADESH
2194
11684
2317
16674
2472
23054
Total including
others
143861
831607
142089
708256
170957
942860
ANDHRA
PRADESH
61607
403228
59475
364044
69159
466928
TAMIL NADU
34637
172334
33368
169311
51446
277980
ORISSA
25110
61500
25320
189350
26830
202920
KARNATAKA
15320
93817
17872
65780
18035
90448
MAHARASHTR
A
6799
8497
6800
8600
13876
66791
WEST BENGAL
15212
35372
15464
36390
15779
38300
GUJARAT
1686
23305
1759
25015
1936
28468
MIZORAM
9627
39855
4500
22500
4500
22500
ASSAM
14459
10497
13883
9719
14963
10623
MEGHALAYA
1959
10046
1953
9991
1928
10058
TRIPURA
841
5664
841
5965
1295
9522
UTTARANCHAL 692
6740
738
6126
798
6651
KERALA
Total including
others
2782
6364
2438
6066
2391
6216
195076
894590
187535
927912
232543
1271250
RAJASTHAN
250516
280306
232139
281076
197891
218899
MADHYA
PRADESH
141393
59075
150464
70872
150464
70872
ASSAM
24483
39480
24531
46865
21741
21568
GUJARAT
27347
38420
28675
42649
20561
32634
ANDHRA
PRADESH
33439
15615
37468
20605
20313
13749
ORISSA
UTTAR
PRADESH
19090
9140
19060
9440
21380
11200
5774
3417
6742
3805
6082
3444
Total including
others
537327
471515
530789
501485
474244
403740
GUJARAT
359938
242165
311755
221906
292847
219215
RAJASTHAN
165703
39362
203854
80531
330634
114925
Total including
others
527132
283000
517133
303943
625150
335800
CELERY SEED
PUNJAB
Total
4117
4117
5329
5329
4312
4312
5248
5248
3776
3776
4609
4609
FENNEL SEED
GUJARAT
64867
106498
42833
76128
52792
97504
RAJASTHAN
7499
6249
8754
5601
26967
26157
WEST BENGAL
1028
1029
1034
1033
1034
1033
UTTAR
PRADESH
697
489
875
814
842
740
Total including
others
74149
114277
53497
83576
81890
125710
FENUGREEK SEED RAJASTHAN
62894
77319
58917
70328
80378
94200
GUJARAT
4296
10308
4399
9015
5244
13910
HARIYANA
3442
1700
5356
4300
5241
12157
WEST BENGAL
2444
2585
2451
2649
2452
2650
UTTARANCHAL 400
2540
433
2532
461
2951
Total including
others
74512
97533
71985
88979
94760
127850
RAJASTHAN
15240
13456
15483
5450
16896
12595
GUJARAT
Total including
others
5536
26148
2843
18301
5145
20628
3500
8950
5299
27257
4334
19327
GUJARAT
8231
9729
7544
7851
21774
28824
RAJASTHAN
2016
1282
531
453
4533
2430
Total including
others
13139
13363
8537
10447
26698
33091
GUJARAT
MADHYA
PRADESH
36580
234439
35733
245124
35898
250085
49080
207441
52207
224365
52207
224365
UTTAR
PRADESH
33421
196850
31886
169342
32776
175851
RAJASTHAN
21562
101937
24670
98411
31440
186410
ASSAM
8228
47076
8392
48128
7368
27198
MAHARASHTR
6142
41283
5600
41400
6143
41281
A
PUNJAB
2997
44217
3514
38441
3735
41314
ORISSA
11080
35800
11050
35710
13120
45760
WEST BENGAL
3480
33319
3521
33744
3535
33879
UTTARANCHAL 1083
6994
1177
7264
1261
8450
KARNATAKA
6757
34407
4698
6603
4234
5467
HARIYANA
460
3100
729
6500
3538
28216
CHHATTISGAR
941
2372
984
2519
1083
2564
AJWAN SEED
DILL SEED
GARLIC
H
TAMARIND
CLOVES
NUTMEG
CINNAMON
SAFFRON
Grand Total
Including others
Total including
others
190468
1003758
187271
975404
203478
1085740
KARNATAKA
15880
81814
15163
82029
15163
82029
TAMIL NADU
18160
61484
19785
63584
18028
56655
ANDHRA
PRADESH
6068
29391
6020
30581
5930
28345
KERALA
Total including
others
14107
20954
12715
19627
11924
31794
54281
194087
44186
125524
56531
203936
TAMIL NADU
782
751
719
675
765
714
KARNATAKA
122
174
90
113
90
113
KERALA
ANDAMAN
&NICOBAR
1101
167
73
4
1206
156
84
5
1123
156
90
5
Total including
others
2172
1002
2081
764
2195
963
KERALA
16187
11249
15931
11269
17545
11911
KARNATAKA
147
110
115
77
115
77
ANDAMAN
&NICOBAR
66
3
70
3
70
5
Total including
others
16400
11362
16001
11271
17760
12088
ANDAMAN
&NICOBAR
78
8
150
31
150
30
KARNATAKA
37
7
34
5
34
5
Total including
others
186
363
150
30
187
36
JAMMU
&
KASHMI
R
2667
5.93
2691
4.86
2715
7.99
Total
2667
5.93
2691
4.86
2715
7.99
2948558
5387092
2899887
5286552
3043583
5933126
Source-Spices Board Of India
DATA INTERPRETATION
Data Intrepretation
(BASED ON CONSUMER’S
QUESTIONNAIRE)
Q 1) Gender Analysis:
45
40
35
30
25
42
20
15
10
5
0
Are You :
8
Male
8
Female
42
Analysis:
The above graph shows that out of 50 samples, 84 % is of females and 16
% is of Males.
Q 2 ) You are:
20
20
18
16
14
13
14
12
10
8
6
4
3
2
0
Student
Professional
Housewife
Others
You are a
Analysis:
The above graph shows that out of 50 samples, 40 % is of
Housewives, 28 % is of Professional, 26% is of Students and rest 6%
includes others.
Q 3) In which form consumers buy spices
:
2%
16%
Packed
loose
Both
82%
Analysis:
According to the figure, 82% consumers prefer to buy packed spices
where as 16% people are going with loose. Whereas, a combination of 2%
buy spices in both.
Q 4) Source of Information:
22%
44%
4%
26%
4%
TV
Newspaper
Recommended
Passing By
Others
Analysis:
•
44% gets information about brands through TV.
•
26% shows consumers buy particular brand of spices as recommended by
somebody.
•
4 % each shows knowledge of spices brand is available through newspaper
and passing by.
Q 5) ) Preferred Place to buy spices
30
25
26
20
18
15
10
5
4
2
0
Retail Outlet
Super Market
Whole-sale
Analysis:
•
52 % shows that consumers prefer to buy from retail outlet.
•
Whereas, 36% shows its – Super Market.
•
8% & 4% conclude whole sale and other places.
Other
Q6) How frequently consumers buy spices?
35
30
25
30
20
15
10
17
5
0
3
Per Month
Per Week
Other
Analysis:
According to the figure, 30 out of 50 customers buy on monthly basis.
However 15 prefer to buy on weekly basis. Others include 3 out of 50.
Q7) Reasons for buying particular spices brand?
25
25
20
15
10
9
8
6
5
2
0
Convenient
Availability
Price
Quality
Brand
Analysis:
•
50 % consumers buy particular brand of spices because of Quality factor.
•
18 % include its price, which influence consumers buying decisions.
•
Whereas, 16 % & 12 % includes brand and availability.
Data Intrepretation
(BASED ON RETAILERS
QUESTIONNAIRE)
Q1) Do you offer loosed or packed spices?
2%
8%
Packed
Loosed
Both
90%
Analysis:
According to the figure, 90% Spices are sold in packed form and 8% as
Loosed, whereas 2% shows a combination of both.
Q2) In which form customers buy the spices more?
22%
0%
0%
Straight
Whole
Blended
78%
All
Analysis:
According to the pie- chart, 78% spices are available in the market as a
combination of all forms:
-Straight, whole, Blended, where as22 % shows Consumers buy spices in
blended form.
Q3) A Major chunk of your sale is through?
whole & retail sales
22%
retail sales78%
Analysis:
•
About 78% sale of Spices by retailers is done through retail sales.
•
22% shows retailers sell spices in both ways :
-Whole Sale
- Retail Sale
Q) Which pack has more selling?
2%
6%
below 250gms
20%
between 250-500gms
more than 500gms
All of the above
72%
Analysis:
Referring to the graph, the sale of 250gms is more (according to 72%
retailers), 20% retailers have view that between 250-500gms pack has
more sale. 6 % retailers said that 1more than 500gms has more sale.
Q) What attracts customers while buying spices?
25
22
20
15
15
10
Taste
Quality
Price
Brand of the spices
Packaging
Analysis:
The above graph indicates that quality attract more, it has been stated
by 22 retailers out of 50, according to 15retailers it's the brand of the
spices which attracts the customer more,8 said that price attracts the
customer, and 3 & 2 have their view that its taste and packaging
which attracts the customer more
Q) Demand for Spices has risen in the past few years
30
25
20
15
10
yes
no
average
Analysis
According to the graph, 48% retailers said yes whereas, 46 % said no. Rest
said its average.
EACH DEALER SURVEY
Each Dealer Survey means the information of all the outlets. It
measures the every outlets problem, requirements, and asks their
satisfaction with the Company.
In this procedure we go to each shop and meet the shopkeeper. There
are different region &different shopkeeper having unique nature. Some
are satisfied with Coke and some are not. Sometimes they talk in a rude
manner and sometimes they are polite due to satisfaction. We not only
try to solve their problems by forwarding it to higher authority but also
convince them to sell more and more by providing them immediate
offer within one week.
Their problems would be refrigerators not performing well, light
is not working, cooling problem, carelessness of salesman who
does not maintaining the orders, not going to every outlets daily
LIMITATIONS
•
Findings are based on the views expressed by the consumers. So it may
suffer from biased prejudices.
•
It is extremely difficult to persuade retailer to respond to questionnaire.
•
Some of the respondents were not co-operative and many seem to be
having no interest.
•
The study has not been intended on a very large scale, have the
possibility of errors, which cannot be ruled out.
•
There was a time limitation.
•
Area was specified.
•
Sometimes the weather conditions were not favorable.
•
I had lack of knowledge about the product and the local market.
•
The time allowed for the project was very short. It was impossible to study
deeply in that short period.
Resarch Findings
PRODUCT:
◾ Consumers prefer to buy packed spices.
◾ Preference is Quality Product.
◾ Spices are in all forms bought by consumers.
◾ 250 gms quantity is preferred by consumers.
PRICE:
◾ Based on value and competitive pricing.
◾ Selling basic spices of 100gms packet in the price bracket of Rs 30/◾ Consumers get spices at a rate less than MRP, example: 100
gms of MDH Chillipowder cost Rs 27/- is available at Rs
22, which is Rs 5 less than MRP.
PLACE
Distribution - Grocery shops
-Super markets
-Food Bazaars
◾ Capturing Wholesale markets.
PRODUCTION:
◾ Promotion is done through TV ads, Newspapers, Magazines.
◾ Providing gift hampers on festive season to increase their sale
volumes.
◾
Facility of credit is also provided to retailers.
RECOMMENDED STRATEGY
◾ Product:
 Companies should launch the different spices unlike Chilli,
Turmeric, Coriander & Garam Masala.
 Company should launch its product in the packet above 1.5kg


Price:
 Pricing strategy should be based on relative prices of the other
brands/ value-based & competitive based.
 Place:
 Distribution through organized retail malls like:
-Food Bazaar
-Hypercity
-Grocery Shops, etc.
 Online distribution for bulk purchases for Industrial market.
Promotion:
 Newspaper- source of communication available to all and
used by all sections ofpeople.
 Promotions through few cooking shows on television.
 Billboards, Public Space, Hoardings etc.
 Credit facility should be provided to retailers.
 Small sachet at discounted price to offer consumers ―to try before
you buy‖.
Conclusion
After analysis the whole report I can conclude that as the
aspiration statement TOP Spices as a novice spices company
has improved its condition within a very short time. It was
done because of the right and proper marketing policy of the
company. The marketing plan of the company has proven
right for the organization because it’s spreading its business
gradually.
But still it’s not the biggest spices company in the country.
MDH is the leader in the market and India has got lot of
aspect to improve the situation. So be the market leader must
be very careful in the field of marketing plan and the success
of the company is a matter of subject that how they are
implementing the plan.
As a result the Business Development and Customer
Retention Policies implementation consumers’ behavior
towards TOP Spices is very positive and their satisfaction is
good.
So, at the end I can conclude that TOP Spices is one of the finest companies in
India. They provide high quality of product and consumers are satisfied with
TOP’s products they bought, this can be proven through looking at the growth
of the company and as the project report is on the Workings Of Indian Spices
Indutry we can see that TOP Spices adhers to these conditions.
Final suggestions and Recommendations
1. Invest in your Website
Well, duh! But you would be surprised how many big companies allow
their websites to sit on the back burner. It is important to treat your
website with the same love and care that you would treat your child.
… Okay, perhaps that’s a bit dramatic. But the point is this: The look,
feel, and functionality of your website are so critical because your
site serves as your brand’s virtual storefront. Ensure you are
continuously updating, testing, and keeping your website looking
completely fabulous at all times—just like you would for your store
window display.
2. Create a YouTube Channel
Now that you are using video in your spices marketing, why not create a
YouTube channel to expand your efforts to an entirely new audience? A
lot of consumetrs spend time on YouTube so creating a presence there
is not a bad idea. Bonus: You can also use YouTube to run video
marketing ads.
3.Review Marketing Strategy
They might revisit their marketing strategies and make some
ammendments to target future generations through various ads and
convince them to choose TOP Spices over other competitors.
SAMPLE QUESTIONNAIRE
FOR CONSUMERS
Name:
Occupation:
Q1) Do you buy packed spices or loosed?
Q2) Source of Information from which you come to know about different brands of
spices.
a) TV
b) Newspaper
c) Recommended by someone
d) Passing By
e) Other
Q3) From which place you prefer to buy?
a) Retailer Outlet
b) Super Market
c) Whole-sale
d) Other
Q4) How frequently do you buy spices?
time per month
per week
other
Q5) Reason for buying this particular brand of product?
a) Convenient
d) Quality
b) Availability
e) Brand
c) Price
f) Other
If Yes, please specify the reasons
Q6) Please rank the following factors in the order of important to you when
making a buying decision for spices (1-being most important,5- being lease
important)
Price
Availability
Referral
Brand
Location
Other
Q7) What do you consider a reasonable price for the average bottle/ packet of spices?
SAMPLE QUESTIONNAIRE
FOR RETAILERS
Name of the Retail Outlet:
Location:
Contact Number:
Q1) Do you offer
packed spices or
loosed?
( ) Packed ( )Loosed
Q2)
In
which
form
customers buy the spices
more?
( ) Straight ( ) Whole ( )
Blended ( ) All
Q3) Which brands of Spices
does the shop sell?
Q4) What according to you is the favoured brand of your customer base. Please
specify reasons of thembeing favoured.
Q5) Amongst all brands which two brands are close competitors in terms of traded
volume?
Q6) A major chunk of your sale iswholesale sales to small traders
retail sale



Q7) Which pack has more selling
Below 250gms
Between 250-500gms
More than 500gms
Q8) Please rank the three best performing product categories in your retail business last
year:
Q9) Which brand of Spices has the highest sales volume (i.e. how many in 1 day)
Q10) What attracts customers while buying the spices??
( ) Taste ( ) Quality ( ) Price ( ) Brand of the spices (
) Packaging
BIBLIOGRAPHY:
BOOKS:
Ahlberg, J. R. (2010). Marketing through Social Media Case: Comparison of
Social Media Marketing Approaches of B2C Companies for Company
X.
Bresciani, S., & Eppler, M. J. (2010). Brand new ventures Insights on startups. Journal of Product & Brand Management, 19(5), 356-366.
Coviello, N., Brodie, R., & Munro, H. (2000). An investigation of marketing
practice.
Journal of Business Venturing, 15(5), 523-54.
Cox, S. (2012). Social Media Marketing in a Small Business: A Case Study
WEBSITE:
www.indiaspices.com
www.topedibles.com
www.google.com
www.wikipedia.org