Tea Industry of India Wagh Bakri

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ContentsPage no: Introduction: 2 History of the company Introduction to Company Philosophy of the company Organizational Design: 6 Top Management Departmentalization Organisational Chart Production: 10 Product Portfolio Plant operation Quality Control Marketing: 20 4 Ps of Marketing Target customers Place: Distribution Network Promotion and advertising campaign: Competitors Exports Finance: 26 Sources of finance Personnel: 28 Strength of personnel department: Recruitment policy Training and Developments Swot Analysis: 31 Awards and Achievements: 33 Bibliography 35 Sources of Information: 37

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Introduction

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History of the company

With blessings from Mahatma Gandhi, Sir Narandas Desai set foot on Indian soil in the year1982. After gaining experience in tea business as an owner of tea garden in South Africa which then was mired in racial misgivings that made the continuity of his business a futile endeavor there. He started WaghBakri Tea Company in the year 1982, which then was represented by small company retail shop at Ahmadabad, Gujarat. Since then the growth of the endeavor has been phenomenal and presently WaghBakri Tea Company has an employee base of professional managers and skilled personals with ever increasing space for more, to tend to the expanding group enterprise in India and abroad. WaghBakri tea house markets various tea brands in loose leaf cartons and tea bags for tea lovers all over the globe the finest certified black teas from Darjeeling tea estates, Assam and Nilgiri. The company sells organic black and green tea for the health conscious.

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Introduction to CompanyWaghBakri Company is a family owned tea business amongst conglomerates and mega corps that tower the International business scenario all over the world. WaghBakri house is one of the largest tea producers and sellers in India today. The group is making leading strides in tea exports and ships in bulk and retail consumer packing to countries all over the world. Its outstanding performance is credited to excellence in management and a spirit that results into a quantum jump in annual growth in face of stifling competition and cut throat scenario that dominates the tea industry today.

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Philosophy of the companySir Narandas Desai, our founder, believed that his Company was not just about tea, but more a confluence of his values and beliefs. Wagh- Of the strong and the meek Bakri- Of co-existence and harmony. To make Tea a common denominator that overrides differences of caste, creed, culture or color. The same beliefs are reflected in out Corporate Philosophy even today.

Build long lasting relationships through trust and fair play towards all stakeholders. Is result oriented. Contribute positively. Be progressive and lead from the front. Change with the times. Be socially responsible. Return to the society a share of the gains from commercial enterprise.

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Organizational Design

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When two or more persons work together towards a common goal, authority and responsibility are allocated among them so that their efforts may become effective. This is the task of organizing. It is known as designing of organizational structure.

Top ManagementTop management consists of those executives who have the authority to take the important policy decision. Top management is referred to as top level or highest level or director level. It is made up of the board of directors, managing directors and the other key officers. Top management is found invariably in all types of business organization. It is made up of the owner himself in the individual proprietorship, active partner in the partnership, firm and director and chief executive in a joint stock company. The managing committee is treated as top-management in co-operative society. At the top level management, there is more of management than administration. The degree of the success of the business unit mainly depends on the degree of efficiency of its top level management. The WaghBakri group is led by Mr. Piyush O. Desai, a highly regarded tea expert and tea taster, with rich experience in the tea business. He plays an active role in the tea industry by being an involved member and leader of various tea associations. He was the Chairman of Federation of Tea Traders Association (FAITTA) of India during the years 1998-2002. Mr. Desai is also strongly committed to philanthropic cause and regularly contributes to the society. Supporting him are Mr. Pankaj R. Desai, Managing Director - Finance and Mr. Rasesh R. Desai, Managing Director - Marketing. Mr. Pankaj R. Desai has won WaghBakri a respectable, profitable and committed standing in the financial community. An able tea taster himself, he has over 30 years experience in the tea industry. Mr. Rasesh R. Desai has created a formidable Marketing network that is enviable even among multinationals. Our systems have been a source of emulation for many companies. It also attracts attention as a case study in premier business schools of India. Mr. Parag Desai and Mr. Paras Desai, management graduates from prestigious business schools in United States, are hands-on contributors among the fourth generation of management. Mr. Harish Parekh, Ex-Chairman of J. Thomas Company and a veteran tea professional, is on the Board of Directors. Mr. M.P. Shah, Management Consultant from Mumbai is also part of management team.

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DepartmentalizationMeaning: Departmentalization is the process of grouping activities into unit for purposes of administration. With the help of departmentalization, an organization can take the advantage of specialization. Various activities can be grouped into departments on following several basis; Functions Customers Products Regions Time Process Combined base

Among the above mention basic, function is the most popular basis of departmentalization. The enterprise is divided into the departments on the basis of functions like production, sales, personnel, finance, etc.

From a one man Company to over four hundred employees, the WaghBakri Group is today a large family. While a strong sense of family bonding overrides the organization, professionalism is encouraged by including experts in the team from various fields. The work environment extends adequate freedom for creative and positive contributions to the organization and society. In the same light while forging ahead to aggressively tap the packaged food industry, WaghBakri welcomes talented human resource to share and nurture its success. At the same time, we are proud to avoid typical large organizations ills like bureaucracy and high overheads.

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Organisational Chart

Top Management

Production Department

Finance Department

Human Resource Department

Marketing Department

Research & Development

Quality Control

9

Production

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IntroductionProduction is regarded as the most important economic activity in the present day world economy. Production is apart of the business activity. Production is the preliminary objectives of business. From the society point of new products is of most important because without production it is impossible to satisfy human needs and desires. Production takes place when something gifted by nature is transported into a useful product. In other words Production is defined as creation of activity. Business of every kind has production function in greater or lesser degree. Several types of company in particular industry have to do with production. Production is creation of goods and services but the manufacturing mining, farming, fishing of manufacture is the most direct concern with production manufacturing changes the form utilizing the goods.

Plant locationWhen the promoters of an industry take a conscious decision regarding the site of the industry, it is called location of industry. Location has a very great influence on productivity, efficiency and profitability of the particular industrial unit. The plant base is at Dholka in a impressive spread of 65000 yards with a modern Processing plant and state of art blending and packaging unit that conforms to International norms in processing, blending and packaging of the finest tea for worldwide consumption

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Product PortfolioWhat is Tea (Camellia Sinensis)?Tea, as you popularly know it, or Camellia Sinensis -- the plant credited with beginning a million refreshing mornings. Taste is its character. Aroma its identity. Color its personality. And flavors its ultimate differentiation. A tea plant is sensitive to its soil and atmosphere. So much so, that its very flavour and taste could vary within a single estate and from one day to another. Only the discerning sense of a seasoned tea taster can distinguish what are similar looking tea granules to an untrained eye. WaghBakri tea house dates to the 19th century and is one of the oldest hot tea brands in India. Seth Narandas a pioneer in tea growing, and blending entered tea business in India in year eighteen ninety two. Since then the tea company has grown four fold and is one of the largest tea producer and exporter from Indian sub continent. On strength of entrepreneurship he mastered the art of blending finest organic green tea leaves which undergo less oxidation and for the warm full bodied flavor, aroma and special taste black tea. Sir Narandas added wide range of high quality premium teas to buy online of many fine varieties as oolong, red and white tea for the benefit of tea lovers all over world. WaghBakri Organic Tea delivers optimum health benefit.

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WaghBakri offers a basket full of brands for different need groups and price segments.

Good MorningTrue to its name, Good Morning is a blend of premium Assam CTC tea and traces of orthodox tea which is high on taste and aroma. Its fruity flavour tempts you to reach for another cup. In keeping with the Groups high quality standards, the blend is not offered in the market if good quality tea is not available due to external factors. No wonder, Good Morning enjoys a strong customer loyalty. Good Morning has been rated by experts as one of the best blends in the world. Available in pack sizes of 250 Gms. And 500 grams. Soon to be introduced in 100 Gms. packs too.

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Wagh BakriOur very raisons deter. A legendary brand with extraordinary brand loyalty built and preserved painstakingly for more than 5 years. Its the best selling brand in Western India. Customers are known to carry along supplies on long and overseas journeys!

A blend of select Assam teas, WaghBakri is high on strength and instantly refreshes a person. Consistency of quality through the years is another feather in our cap. It is available in Leaf, Dust and Fanning varieties.

WaghBakri (Leaf) with large granules brews a strong and sweet taste (earning it the sobriquet of Kadak Meethi). WaghBakri (Dust) with very fine granules is the strongest variety and is preferred by institutional segment. It produces largest number of cups per kg of tea. WaghBakri (Fanning) is a blend cut between Leaf and Dust. It is strong in taste and bright in color.

Available in pack sizes of 25 grams, 50 grams, 100 grams, 250 grams, 500 gram poly pouches and 1 kg PET jar. Now also available in 500 Gms. Lined cartons.

Special International Blend

WaghBakri is now available for export markets in special packaging. Available in PET jars of 1/2 lb., 1 lb., 2 lbs. WaghBakri International tea bags are available for those who prefer tea bags.

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Tea Bags

Wagh Bakri Masala Chai Tea Bags

An Aromatic Delight with a Difference now gets more out of your regular cup of tea, with the WaghBakri Masala Chai. A fine International blend of the rich Assam tea and the spices, WaghBakri Masala Chai, in every sip, is truly an enticing experience. The hand plucked leaves are blended with exotic spices, which enhance the flavour of the tea, and the tea tastes deliciously different. No wonder then, the refreshing aroma of WaghBakri Masala Chai fills up your senses like never before, cup after cup.

Good Morning Tea Bags (Assam)

Good Morning Tea Bags make for the 'fast and fashionable' way of drinking fine tea. The Assam blend is available in a pack of 100 tea bags. These tea bags have a double chamber for faster infusion of tea, and come sealed in an envelope to keep the tea fresh and flavourful.

Good Morning Tea Bags (Darjeeling)

Good Morning Tea Bags make for the 'fast and fashionable' way of drinking fine tea. The Darjeeling blend is available in a pack of 100 tea bags. These tea bags have a double chamber for faster infusion of tea, and come sealed in an envelope to keep the tea fresh and flavourful.

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Wagh Bakri Tea Quik Tea Bags

Tea bags are convenient and hygienic where the normal elaborate preparation is not feasible. Tea Quik tea bags from WaghBakri was one of the first ones to enter the Tea Bag segment. Tea Quik is especially favoured as it creates a cuppa that is very close to the normally brewed tea. Moreover, the advanced imported production facility of Tea Quik produces tea bags free from staple pins. Available in packs of 25 & 100 tea bags.

MilliMili is an ideal brand for those who otherwise prefer loose tea. Mili offers good taste & strength with consistent quality and hygienic packaging along with great pricing value. Mili is a blend of good Assam teas and comes in Leaf and Dust form. It comes in an attractive bandhani pack design. Available in 1Kg Pack and Pet jars of 500 Gms and 250 Gms.

Plant operation16

The company produces product range from 1rs. 4gm. packs to 5 kg packs. It produces on an average 6 lacs packs daily In 1 single month the company packs 2.5 crores tea packs of various range Mainly all the machines in the factory are hi-tech excluding few hand operated machinery. About 8 lacs packs of tea in raw materials form is stored in companys go down.

Quality Control17

In the absence of quality control many products may be found defective and worthless at the end of manufacturing process and may be thrown away as scrap. Quality control avoided such a situation and saves the cost of labour and materials involved in the production of defective products. Similarly, it also saves the loss which will arise out of re-working on the rejected products It ensures the maintenance of high standards of quality and helps the concern using it to build their goodwill. It reduces the expenses of inspection considerably and enables the products to be produced economically. If certain products are not up to the desired standard of quality, they may have to be downgraded and sold cheaper. It maintains the standard of quality and thus enables the producer to secure the standard price for all products.

Art of Tea Tasting Tasting is a refined art which encompasses a large number of variables. A tasters palate and olfactory senses are finely sensitive and highly discriminatory. An experienced taster can identify the g...

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