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AN ORGANIZATION STUDY ON

IDHAYAM

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INTRODUTION

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INDUSTRY PROFILE

Sesame oil (also known as gingelly oil or til oil) is an edible vegetable oil derived

from sesame. Besides being used as a cooking oil in South Indian, it is often used as a flavor

enhancer in Chinese, Japaent , Korean, and to a lesser extent Southeast Asian cuisine. The oil

alternative medicine – from traditional massages and treatments to modern day fads. Ancient

Indian medical system perceives sesame oil to pacify stress related symptoms and on-going

research indicates that the rich presence of anti-oxidants and poly-unsaturated fats in sesame oil

could help in controlling blood pressure. sesame was cultivated during the Indus valley

civilization and was the main oil crop. It was probably exported to Mesopotamia around 2500

BCE and was known in

Akkadian and Sumerian as ‘ellu’. Sesame seeds were one of the first crops processed

for oil as well as one of the earliest condiments. In fact, the word enne/enna/ennai that means oil

in many Dravidian languages including Kannada, Malayalam and Tamil has its roots in the

Dravidian words eL and nei which mean sesame and fat respectively. Also the Hindi word Tel

for oil is also derived from sesame oil (from Sanskrit Taila which means obtained from Tila

sesame) prior to 600 BC, the Assyrians used sesame oil as a food, salve, and medication,

primarily by the rich, as the difficulty of obtaining it made it expensive. Hindus used it in votive

lamps and considered the oil sacred.

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NOMENCLATURE

In the Tamil language of India, sesame oil is called “Nalla Ennai” and in Malayalam

language it’s called “Nalla Enna”, both literally translated in English to “Good oil”. In the

Telugu language of India, sesame oil is called “Nuvvulu Noone” (Nuvvulu means sesame and

Noone means oil) or “Manchi Noone”(Manchi means goods and Noone means oilo).

In the kannada language of India, sesame oil is called “Yellenne” (from “Yellu” for

sesame) and “Ollenne” meaning “good oil”. It is also called as Gingelly oil in India. In Marathi it

is called Teel Tel. In Sri Lanka Sinhalese called it “Thala thel”.

NEI itself means oil in tamil (common name for any type of oil). Since this oil is

made from ELLU, it is also called ELLU NEI. In short ELNEL. In Bengali it is Teel Tel.

MANUFACTURING PROCESS

The extraction of sesame oil from the sesame seed is not a completely automated

process. In the fairy tale “Ali Baba and the forty Thieves” the sesame fruit serves as a symbol for

wealth. When the fruit capsule opens, it releases a real treasure: the sesame seeds. However, a

great deal of manual work is necessary before this point is reached. That is why sesame is hardly

ever cultivated in Western industrialized agricultural areas.

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The sesame seeds are protected by a capsule, which does not burst open until the seeds

are completely ripe. The ripening time tends to vary. For this reason, the farmers cut plants by

hand and place them together in upright position to carry on ripening for a few days. The seeds

are only Shaken out onto a cloth after all the capsules have opened.

The discovery of an indehiscent (nonshattering) mutant by Langham in 1943 began the

work towards development of a high yielding, shatter-resistant variety. Although researchers

have made significant progress in sesame breeding, harvest losses due to shattering continue to

limit domestic US production.

SESAME SEED MARKET

As of 2007, sesame is being imported into the US at a price of US$0.43/Ib. This

relatively high price reflects a worldwide shortage. Though the market for sesame seed is strong,

domestic US production awaits the development of high-yielding non shattering varieties. It is

advisable to establish a market before planting.

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ARIETIES

There are many variations in the colour of sesame oil: cold-pressed sesame oil is pale

yellow, while Indian sesame oil (gingelly or til oil) is golden, and East Asian sesame oils are

commonly a drak brown colour. This dark colour and flavor are derived from roasted/toasted

sesame seeds. Cold pressed sesame oil has a different flavor than the toasted oil, since it

produced directly from raw, rather than toasted seeds.

Sesame oil is traded in any of the forms described above:cold-pressed sesame oil is

available in western helath shops. Unroasted (but not necessarily cold pressed) sesame oil is

commonly used for cooking in the Middle East and can often be found in helal markets. In east

Asian countries, different kinds of hot-pressed sesame oil are preferred.

COOKING

Despite sesame oil’s high proportion (41%) of polyunsaturated (Omega-6) fatty acids, it

is least prone, among cooking oils with high smoke points, to turn rancid when kept in the open.

This is due to the natural antioxidants present in the oil.

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Light sesame oil has a high smoke point and is suitable for deep-frying, while dark

sesame oil (from roasted sesame seeds) has a slightly lower smoke point and is unsuitable for

deep-frying. Instead it can be used for the stir frying of meats of vegetables, or for the making of

an omeletee. East Asian cuisines often use roasted sesame oil for seasoning.

The Chinese use sesame oil in the preparation of meals for women during postpartum

confinement.

Sesame oil is most popular in Asia, especially in Korea, China and the South Indian

states of Karnataka, coastal Andhra Pradesh, and Tamil Nadu, where its widespread use is

similar to that of olive in the Mediterranean.

TRADITIONAL USES IN INDIA

Sesame oil is reputed to penetrate the skin easily and is used in India for oil massage. In

Maharashtra, Sesame oil (Teel Tel)is specially used for massaging the foot. It is also used for

hair and scalp massage. Sesame oil is used in the manufacture of Ayurvedic drugs.

In Hinduism, sesame or “till” oil is used deepa or oil lamps kept in front of shrines for

the Deities. Sesame oil is used for performing puja in Hindu temples. Also, particularly in South

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India, sesame oil is applied to the stone Deities in the temple’s shrines. It is only used on Deities

made of black granite.

INDUSTRIAL USES

In industry, sesame oil may be used as

A solvent in injected drugs or intravenous drip solutions,

A cosmetics carrier oil,

Coating stored grains to prevent weevil attacks. The oil also has synergy with some

insecticides.

Low grade oil is used locally in soaps, paints, Lubricants, and illuminants.

VITAMINS AND MINERALS

Sesame oil is a source vitamin E. Vitamin E is an anti –oxidant and has been correlated

with lowering cholesterol levels. As with most plant based condiments, sesame oil contains

magnesium, copper, calcium, iron, zinc, and vitamin B6. Copper provides relief for rheumatoid

arthritis. Magnesium supports vascular and respiratory health. Calcium helps prevent colon

cancer, osteoporosis, migraine, and PMS. Zinc promotes bone health.

Besides being rich in Vitamin E, there is insufficient research on the medicinal properties

of sesame oil. However, the following claims have been made.

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BLOOD PRESSURE

Sesame oil has a high percentage of polyunsaturated fatty acids (omega-6 fatty acids) but

it is unique in that it keeps at room temperature. This is because it contains two naturally

occurring preservatives, sesamol and sesamin. (Normally, only oils predominately composed of

the omega -9 monounsaturated oil, like olive oil, keep at room temperature.)

It has been suggested that due to the presence of high levels of polyunsaturated fatty

acids in sesame oil, it may help to control blood pressure. It could be used in cooking in place of

other edible oils and to help reduce high blood pressure and lower the amount of medication

needed to control hypertension.

The effect of the oil on blood pressure may be due to polyunsaturated fatty acids (PUFA) and

the compound sesamin, a lignan present in sesame oil. There is evidence suggesting that both

compounds reduce blood pressure in hypertensive rats. Sesame lignans also inhibit the synthesis

and absorption of cholesterol in these rats.

OIL PULLING

Sesame oil is one of the few oils recommended for use in oil pulling.

STRESS AMD TENSION

Various constituents present in the sesame oil have anti-oxidant and anti-depressant

properties. Therefore proponents encourage its use to help fight senile changes and bring about a

sense of well- being.

Adherents for it’s the rapeutic use reports claims of feeling better than when not using it

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GENERAL CLAIMS

While not approved by the US Food and Drug Admininstration, sesame oil is reputed to

have a number of therapeutic uses.

It is suggested that regular topical application and/or consumption of sesame oil should

mitigate effects of anxiety, nerve and bone disorders, poor circulation, lowered immunity and

bowel problems. It is suggested such use would also relive lethargy, fatigue, and insomnia, while

promoting strength and vitality, enhancing blood circulation. There are claims that its use has

relaxing properties which eases pain and muscle spasm, such as sciatica, dysmenorrhoea, colic,

backache, and joint pain.

Sesame oil when used in infant massage, it is claimed, helps to calm babies and lull them

to sleep and improves growth of the brain and the nervous system.

There are claims similar to other therapeutic medicines, that its having antioxidants

explains beliefs that is slows the aging process and promotes longevity. A 2000 medical study

showed that infant massage with sesame oil improved the weight, length, and midarm and

midleg circumferences of infants at a statistically more favorable rate than all other oils tested.

It is suggested that sesame oil, when consumed and/or topically applied, should relive

dryness both externally and internally. Sesame oil is sometimes recommended to alleviate the

dryness associated with menopause. It is believed that its use “restores moisture to the skin,

keeping it soft, flexible and young looking.” It is suggested that it relieves “dryness of joints”

and bowels, and eases symptoms of dryness such as irritating coughs, cracking joints, and hard

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stools. Since “dryness of joints” is not a medically classifiable conditions, it would be difficult to

medically comprehend or verify these claims of panacea.

Other uses include as a laxative, as a remedy for toothaches for toothaches and gum

disease and in the treatment of blurred vision, dizziness, and headaches. It is suggested that

sesame oil could be used in the treatment of dry nose, reduction of cholesterol levels (due to

presence of lignans which are phytoestrogens) anti- bacterial effects, and even slowing down

certain types of cancer (due to the anti-oxidant properties of the lignans).

ADVERSE EFFECTS

Because of its laxative effects, sesame oil should not be used by people who have

diarrhea. No more than 10% of a person’s total caloric intake should be derived from

polyunsaturated fats such as those found in sesame oil, according to the American Heart

Association. Oil massage should be avoided immediately after administering enemas, emetics or

purgatives, during the first stages of fever or if suffering from indigestion.

There appears to be cross-reactivity between sesame allergens and peanut, rye, kiwi,

poppy seed, and various treenuts (such as hazelnut, black walnut, cashew, macadamia and

pistachio.) Allergy to peanuts in one of the most common allergies, and in rare cases, can lead to

anaphylactic shock which can be fatal. Although the prevalence of sesame allergy in US in low

relative to peanut allergy, the severity of sesame allergy should not be underestimated.

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COMPANY PROFILE

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COMPANY PROFILE

V.V.V.RAJENDRAN

Founder

Idhayam Group

Mr.V.V.Vanniaperumal has an exemplary track record in the business world of

tamilnadu,south india,since 1943. He had three illustrious sons who built up the bcsiness

empire in edible sesame oil as tradional family business. their business base was constructed

in business town-virudhunagar, 30 Kms from madurai airport.

Mr.V.V.V.Rajendran, son of Mr.V.V.Vanniaperumal was the founder of the

Idhayam Group in the year 1986. He, with an experiance of more than 43 years launched

sesame oil in a new consumer packing in the brand name IDHAYAM. Mr.V.V.V.Rajendran

passed away in the year 1994 at the age of 65.

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Being the oldest son, Mr.V.R.Muthu, led his brothers. Mr.R.Sathyam and

Mr.R.Thendral to bring the business to greater heights. Under his Leadership, the company

moved towards automation in production and packing, and increased domestric as well as

expert sales.

GROWTH...GROWTH...and MORE GROWTH...

Like learning, there is no end to growth in business is enthusiasm. It is performance,

achievement and satisfaction. IDHAYAM oil has lit the lamp of prosperity and health in

millions of homes. That, I consider a blessing.

Company Name:

IDHAYAM GROUP

Founder:

Mr.V.V.V.Rajendran,1986

MANAGEMENT PEOPLE

Mr.V.R.Muthu, (Chief Executive Manager)

Mr.V.R.Sathyam, (Production Executive Manager)

Mr.V.R.Thendral, (Diversification Manager) Plant:

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Virudhunagar,

Villipathirii,

Varalotti.

Product Name

o Gingili oil,

o Delite,

o Sim sim,

o Sambandhi,

o Dots,

o Tahini,

o Idhayam wealth,

o Idhayam mantra,

o Idhayam Hardil.

o Vanga

Raw material

Red seeds,

seeds,

Black seeds,

Palm Jiggery,

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Steam & Groundnut seeds for mantra.

PRODUCT DEVELOPMENT

1986 - IDHAYAM

1992 - SAMBANDHI (Sesame Seeds)

1996 - DELIT

2001 - DOTS

2004 - SIMSIM (Sesame oil)

2005 - I-D-H-A-Y-A-M TAHINI

2005 - IDHAYAM WEALTH

2006 - IDHAYAM MANTRA

2006 - IDHAYAM HARDIL (Mustard oil)

2009 - IDHAYAM VANGA

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Main office

V.V.V. & Sons Edible oils ltd,

443, Bazaar Road,

Virudhunagar-626001.

E-mail:threevee@idhayam.com

Certificate: ISO9001:2000 Certificate TUVCERT in 2005

We website: www.idhayam.com

ORGIN OF THE BRAND

IDHAYAM name gets its origin from ‘HRIDAY’ a sanakrit word, which means

‘HEART’.

The high unsaturation of sesame oil, due to the presence of almost equal levels of

oleic and Linoleic acid along with the natural antioxidant compounds render many

favourable healths attributes viz., hypocholesterolemic and cardiac friendly ‘heart friendly’.

Thus, the name IDHAYAM.

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Since the day one IDHAYAM has been provided as a high quality, unrefined

sesame oil and that retains the Natural Goodness and flavor of its source.

In the year 2005, the company has been accredited ISO 9001 : 2000 certificate by

TUV CERT certification Body.

Never compromising on its premium raw materials, the specially, carefully selected

sesame seeds are mechanically cleaned. palm jaggery, which has the properties of a

preservative, is used in the production of IDHAYAM sesame oil. The company packs and

trades sesame oil under three brand names – IDHAYAM, DELIT and SIM SIM.

Selling 15000 tons annually, the company is placed as the leader in sesame oil

industry in India.

VISION

To be a leading and respected company in providing high quality edible oils with

worldwide visibility.

MISSION

Dedicated to deliver premium quality sesame oil through continuous improvement

in quality with an uncompromised level of service, Investment in process technology,

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innovative packing, human resources and frequent update of R & D, striving to achieve

worldwide recognition as a leading supplier in the industry.

PRODUCT DEVELOPMENT

Company is constantly doing research and development to provide customers with

high quality, innovative products.

In 1992, cleaned sesame seeds pack and marketed under the brand name

SAMBANDHI.

In 2001, the company lanched wide varieties of appalam (papped) under the brand

name DOTS in different flavors. Appalam is a popular dish of South Indians.

In 2005, keeping the calcium content of sesame seeds in mind, the company has

innovated anew product, sweet-coated sesame seeds. This is brought into the market under

the brand name- TAHINI. TAHINI caters to the need of calcium among women and

children.

In 2005, the company innovated a health care product for ‘oil pulling’ under the

brand name – IDHAYAM WEALTH. Ayurveda recommends the process – ‘GARGLING WITH

SESAME OIL ‘, which increases immunity and prevents our body from many major diseases.

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In 2006, the company started manufacture of peanut oil, a deep frying medium and

marketed under the brand name – IDHAYAM MANTRA. The company launched its new

product, IDHAYAM HARDIL mustard oil for northern states of india. These oils not only

enhance the flavor of any dish, they make cooking more delightful and enjoyable.

OBJECTIVES OF THE STUDY

To get first hand basic knowledge about the functioning of the business

organization.

To become familiar with the factory environment.

To understand the need for effective management through keen observation.

To make a qualitative comparison between theory and practice.

To cleanly observe the performance of the workers and executions

LIMITATION OF THE STUDY

The research investigation is confined to a limited sample size.

The research is restricted to the employees of The idhayam olis only.

Prejudice/bias/reticence of the respondents.

Time and resource constraints .

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ORGANIZATION CHART

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DEPARTMENT

PRODUCT PROFILE

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Idhayam sesame oil

Idhayam Vanga refined sesame oil

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Idhayam Mantra peanut oil

Idhayam hardil (Mustard oil)

Idhayam sambandhi

Idhayam tahini

Idhayam wealth

Idhayam dots Papad

Oil Cake

STUDY OF FUNCTIONAL DEPARTMENTS

PURCHASE DEPARTMENT

PRODUCTION DEPARTMENT

RESEARCH AND DEVELOPMENT DEPARTMENT

MARKETING DEPARTMENT

FINANCE DEPARTMENT

HUMAN RESOURCE DEPARTMENT

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PURCHASE DEPARTMENT

Mr.Ashokan holds the senior officer post in purchase department.

Quality sesame seeds are not available throughout the year. In order to maintain quality,

good sesame seeds are carefully sourced from different states during seasons in India.

The quality sesame seeds are acquired from various states such as Gujarat, Andhra

Pradesh, Tamilnadu, Madhya Pradesh etc. Mainly in Gujarat, the high quality sesame

seeds are cropped .

The sesame seeds is available in different colors like black, white, green, red and rarely

yellow.

All the different type of sesame has the different taste so that right quantity and quality

of seeds are acquired to maintain the quality of oil taste.

They collect only high quality of sesame from the different areas so that they can maintain the

good quality of sesame oil.

PRODUCTION DEPARTMENT

Mr. Mohan Rathinam holding the chief position in production unit he is the managing

director of the Idhayam manufacturing unit.Idhayam Company is having two major production

units. That is the factory at Virudhunagar and villipathiri. The company produce 36 tonnes per

day in these two units.

Collecting seeds

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Cleaning the seeds

Crushing with palm jaggery

Oil filtering

Packing the oil

RESEARCH AND DEVELOPMENT DEPARTMENT

Research and Development done by various instruments to check out the quality of the

oil and various researchers has been done in sesame cake, oil cake, chocolate, juice, and

biscuit in the manufacturing sector they are undergone some of the researchers like

groundnut butter, roasted nut.

Instruments used in R&D

Sock lets apparatus

Inferred moisture balance

Tinto meter

Electronic scale .001 mill error

Hot air oven

Hot plate

Magnetized sterol

Micro-bi

FFA test

Oil pulling test

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MARKETING DEPARTMENT

Mr.Chandramohan is in the chief position in marketing department. The goal is

formulated according to the population and the suppliers. Marketing research is done in

all cities and villagers.

Media used for advertisement

• Media plays a powerful role in advertising the product. Idhayam has given advertisement

in the following Medias.

• Television

• Radio FM

• Weekly magazines – Ananda vilatan, kumudam

• Newspaper – Malayalamanorama (Kerala)

Health + Taste have been the positioning of Idhayam for years now.

Advertising agency

“Lekha productions”, Chennai is the advertising agency for advertising idhayam

products.

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FINANCE DEPARTMENT

Mrs.Vanmathi is holding the chief position in finance Department. Here finance manager

deals with the collection of day to day activity as the raw material, overheads, and wages.

They will analyses these items and allocate the management according to their

requirements.

And the growth is made up to 20% Mr. Birla Raj Is holding the junior manager position

i.e. macro level working capital. He is maintaining the company profit and loss account

ant the balance sheet of the yearly stock, ledger, bills payments. The goods are delivered

through credit policy.

The profit and loss account is arrived at every year. If there is any huge increase in the

prices of Raw materials, they are not considering the profit of the company and instead

they increase the sales volume so as to mitigate the Raw materials price increase.

The finance department is like a life blood of every organization. All the activities have

to be performed by using the funds only. For those activities, this department only

allocates the funds to each and every department.

HUMAN RESOURCE DEPARTMENT

Human resource is a term used to describe the individuals who makes up the workforce

of an organisation, although it is also applied in labour economics. In the organization, it

looks all the working people are well experienced. In the factory, especially in the packing

are, mostly the ladies are getting the major part of working.

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Salary

a) In organisation

• The minimum salary paid is 4000 per month,

• The maximum salary paid is 35,000 per month,

b) In factory,

• The minimum salary paid is 6000 per month,

• The maximum salary paid is 35,000 per month,

• The bonus 25% from the salary will be given to all the working staffs for yearly once.

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SWOTANALYSIS

SWOT Analysis

Strength

• IDHAYAM has a strong brand name.

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• Qualified and dedicated workers in the organisation.

• IDHAYAM has a good reputation among the customers. That means the product is used

by 1.5 million house wives all over the world.

• Quality of products – the products of idhayam possesses high quality. And it is an ISO

9001:2000 certified company.

• Innovative product range – they have wide varieties of products.

Weaknesses

• Not being able to meet the demand due to the non-availability of labour.

• Wastage – 7% of oil left in the oil cake and is not extracted.

Opportunities

• Groundnut oil is more widely used than sesame oil; there is potential for groundnut oil

market to grow bigger than the sesame oil market.eg:- more people use groundnut oil in

Andhra Pradesh and Karnataka.

• Oil pulling concept- IDHAYAM wealth is an easy to procure and use, sesame oil sachet

of 10ml specially made for oil pulling. Oil pulling using sesame oil would help control

diabetes, asthma, blood pressure, etc. And would induce peaceful sleep at night.

Threats

• Government intervention in the pricing of the product.

• Rural employment guarantee scheme of the government will make the labour bill high.

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• It will be cheaper to import edible oil from Indonesia and Malaysia rather than producing

in India.

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FINDING & SUGGESTIONS

SUMARRY OF FINDINGS

There was no looking back ever since the triumphant trio assumed charge and the

company is now a name to reckon with the cooking oil industry in India. One of the

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leading players in the industry, Idhayam provides superior standard filtered sesame oil

and peanut/groundnut oil, which doesn't undergo refining process The product they are

producing only for the customer’s satisfaction and quality.

They do their best in their distribution even in the foreign countries.

Their way of advertisement makes the customers to buy the product immediately.

The idhayam company is ranking in world class through their way of attracting customer

and the marketing channels and good feedback.

Groundnut oil is more widely used than sesame oil; there is potential for groundnut oil

market to grow bigger than the sesame oil market.eg:- more people use groundnut oil in

Andhra Pradesh and Karnataka.

Oil pulling concept- IDHAYAM wealth is an easy to procure and use, sesame oil sachet

of 10ml specially made for oil pulling. Oil pulling using sesame oil would help control

diabetes, asthma, blood pressure, etc. and would induce peaceful sleep at night.

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SUGGESTIONS

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SUGGESTIONS & RECOMMENDATIONS

• Provide suggestion boxes to invite suggestions and feedback

• Provide lunch in the offices and not only in the factory

• Monthly meeting can be held for the betterments of the company and the employees. It

can be discussed based on the projection, rejection and the sales of the company.

• Online marketing can be accomplished for the welfare of the foreign customers.

• To provide incentives to the existing employees to retain them and also to get additional

labor to meet the demand.

 

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CONCLUTION

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CONCLUTION

The organisation study of V.V.V & Sons edible oil Ltd has really enabled me to understand the

organisational structure of the corporate world to an extent, the ways & means of functionality. V.V.V &

Sons edible oil Ltd is one of the leading industries in the manufacturing of edible oil. It was found during

the study that it is indeed a healthy organisation with a lot of well unique functions & a good number of

people working in it. There is a well established organisational structure with the top level management,

the middle level management and the bottom level.

Being a large industry, the department is so well differentiated being managed by different manager,

although there are many departments, the middle level management and the bottom level.

Idhayam group introduced good labour welfare facilities which care for the needs of workers and

consequently increases the love and affiliation of the workers toward the organisation. The success of any

organisation lies in the commitment of employees and workers. The organisation has got a team of good

employee who help the organisation to always work towards success.

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