Report of Summer Training Conducted at

BIKANERVALAFOODS PRIVATE LIMITED

Submitted in partial fulfillment of the requirements

for the award of the degree of

Master of Business Administration (MBA)

To
Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by:

Guide Name: Ekansh KumarTyagi
Enr.No -13219103913

Gitarattan International Business School

New Delhi -110085
Batch 2013-15
 CHAPTER - 1

COMPANY PROFILE
Corporate Office

Bikanervala Foods Private Limited

A-28, Lawrence Road Industrial Area, New Delhi - 110035 (India)

Phone: +91-11-47006700 (30 Lines), 27151607, 27151612,

27151614 and 27105958

Fax: +91-11-27196893

www.bikanervala.com

Bikanervala is running outlets at Jammu, Jalandhar ,Chandigarh , haridwar , sonipat ,

Delhi and NCR, Agra, Lucknow, Meerut,Varanasi Allahabad, Ahmadabad,bhiwadi ,

Mumbai , , Hyderabad and patna.

Bikanervala present not only in India but also across the world such as Nepal, UAE

Canada, USA, United Kingdom, Germany, China, Middle East Europe, Sri Lanka,

Singapore, Thailand, Malaysia, Australia and New Zealand.etc., gained very much

popularity for maintaining the Indian taste into the modern class through its eateries.
INTRODUCTION

No celebration is complete in India without the distribution of sweets. And this sweet

culture is not only limited to Indian homes but also across corporate houses. Come a

birthday party, or a marriage anniversary, or wedding reception, or any festive occasion,

it is sweet food that rules the menu. Any good news is broadcasted along with the

accompaniment of sweet food. It is today a humdrum affair to send an attractive pack of

sweets online to friends, relatives, and associates located far.

It is traditional sweets that are served and distributed during festive occasions. These

traditional sweets are also prepared in many a home. Atta laddoo, coconut barfi, patisa,

gondh laddoo, sohan halwai, balu shahi, dal barfi, kesar coconut barfi, sev badam, special

gujia, kesar gujia, dhoda, banarasi laddoo, shahi laddoo, special Karachi halwa, besan

laddoo, dhoda kaju, moti pak, shahi pinni, etc. are the traditional sweets worth

mentioning. But it is time consuming besides the hassles involved in preparing any of the

aforesaid items. You save time and effort besides also not compromising on taste if you

opt buying traditional sweets from a reputed brand, one that has maintained a rapport in

the market for delivering superlative quality and taste adhering to the strictest of hygiene

standards. There are varieties of other sweet food items to choose from in the category of

Bengali sweets, khoya, and premium sweets. If you love kaju, you can go for sweet food

prepared from kaju such as kaju apple, kaju burfi, kaju dil khush, kaju gujia, kaju kalash,

kaju kesar, kaju lemon, kaju pan, kaju roll, kaju samosa, and kaju shahi. You need not

fret if your preferred brand is not located in your locality. Go online, visit its corporate

site and procure your favorite sweet food items with just a few clicks of the mouse. The

payment can be paid online or by cash on delivery.

When we speak of the snack industry, mention of namkeens is inevitable. There is none

who does not love namkeens. Right from aloo bhujia, ratlami sev, peanuts, badam lacha,

bikeneri bhujia, chana masala to cornflakes mixture, dal moth, ganthiya, kaju mixture,

khatta meetha, khoka bhujia, matar masala, moong daal, navratan mixture, peanut

masala, there are a variety of namkeens to choose from. No matter whether you are on a

long journey or just having fun with your friends or in the move in your own city, get a

packet of namkeen and luxuriate yourself in the spicy and tangy splendor! The snack

industry in India is indeed steered by the sale of namkeens. No wonder the Indian snack

industry is rising at a fast face and it is one of the largest industries in the whole of Asia.

Snacks items are savored by people of all ages; consumption is not limited to a limited

section. Given the fact that they can be had any time of the day or night, the convenience

associated has led to the increasing sales.

Bikanervala provides latest information on food in india, Snacks Industry, namkeen,

about all Bikanervala, Traditional Sweets and Cafe products.

1.1 COMPANY PROFILE

Bikanervala is one India‟s most prominent families in the business of traditional

hospitality products like sweets and namkeens.

Bikanervala Foods Pvt. Ltd. is an ISO 9001:2000, HACCP and SQF 2000 certified

company in India and aboard, serving vegetarian North Indian, South Indian, Continental,

Chinese cuisine and Fast Food along with a vast variety of traditional Indian sweets and

snacks. Bikanervala was started in 1950, when a large family of traditional halwais from

the famous city of Bikaner decided to explore business opportunities beyond Rajasthan.

They migrated to Delhi and brought with them a treasure of traditional recipes perfected

by their forefathers.

The USP of Bikanervala is committed to hygiene and standardized quality. It has

achieved the unique distinction of becoming the first Indian company in its category to

have been granted ISO-9001:2008 certificate.

1.11 History

Tradition taste that goes back several generations, recipes that have been handed down as

precious family treasures from one generation to another, a definitive will to bring good

taste to a larger audience and an almost missionary zeal to create an everlasting imprint.

More than Fifty years ago, two brave sweet makers made the journey from their home

town Bikaner to India‟s bustling capital city. They brought with them secrets of sweets
making as their capital and an enthusiasm to present a very different culinary experience

to the people who till now were exposed to very different kind of savories.

They started small with a shop in Old Delhi‟s Moti Bazaar. Soon, their unique taste of the

„Bhujiya‟ and „Moong Ki Dal ka Halwa‟ found many discerning patrons. Their reputation

spread like the lavish aroma of their credible creations and slowly but surely Bikanervala

grew into a name easily recalled and referred for every celebrations or even a small

snack.

The main ingredient of their success was the untiring work ethic and unwavering

commitment to quality that the family blended so well with their traditional forte. In its

own little way, Bikanervala has contributed to the history of Delhi. Around thirty two

years ago, they introduced the city to its first, incredible taste of Kaju katli – a sweet

that is almost for every celebration now.

From Bikaner to the hearts and minds of people across India and the world, it has been a

heartwarming journey for Bikanervala. A sweet aroma of success that will envelope

many more in its one fold in upcoming time.

The company was founded in 1950, as a sweets and namkeen shop in Bikaner, Rajasthan.

All the traditional halwais (or sweet makers) shifted to Delhi to explore the business.

Bikanervala handmade desserts like Rasogollas & Bikaneri Bhujia has became very

famous in Delhi. Bikanervala has its own outlets and range of restaurants in Delhi. Now,

Bikanervala products are exported to several countries worldwide. BFPL is headed by

Mr. Shyam Sundar Aggarwal (Managing Director) and Sri Kedar Nath Aggarwal

(Chairman).
1.12 Brands

Bikanervala

Bikanervala is one of India's most prominent brand in the business of Traditional

hospitality products like Sweets and Namkeens. Our forefathers devoted their lifetime in

developing exclusive recipes which are now our proud family secrets. Bikanervala is now

a well known brand name in India and abroad, recognized by its sweets, namkeens etc.

Bikanervala online is an online shopping service to let our customers enjoy. Bikanervala

and Bikano products like buy sweets online, mithai Online, Snacks, Kaju Sweets etc. You

can send gift online, buy or shop for Bikanervala and Bikano products on speical

occasions and festivals. We offer home delivery service within India.

Bikano

Bikano is our international brand of packaged sweets, namkeens, papad and sherbets

manufactured according to the world standards of hygiene and quality. Bikano‟s

packaged products have always been a big hit with customers in both India and abroad.

Their food products like namkeens, cookies and syrups have made it the most preferred

in between meal snack all over the world. Bikano‟s concept of constant innovation

through the use of modern technology for packaging retains its original flavour for

maximum time period. With this vast variety of finest packaged products one can always

ready to celebrate a sweet moment , any time , any where. Bikano products are available

in Bikanervala & Bikano Chat Cafe showrooms and in leading super markets and retail

stores in India & abroad.

Bikano Chat Café

In Year 2005 BIKANERVALA introduced the new concept under the name of “Bikano

Chat Cafe” A chain of fast-food outlets catering to the needs of modern - day Young in a

hurry , serving traditional Indian chat and 100 % Pure Vegetarian fare in a hygienic &

world class modern environment at various workstations. Since its inception the Brands

endeavor has always been to provide customer delight. With a proven track record of

running over 68 locations, to name a few, we are at IBM, CONVERGYS, MARUTI

UDYOG LTD. etc.

With the strong brand presence in the Institutional areas, we are now gaining presence in

the Retail sector & malls. To ensure brand standards and quality, we exercise regular

audits. Constant R & D, HR incentives, controlling F & B costs and a concentrated

marketing thrust keeps us ahead of the competition. It is a chain fast food restaurants and

Tuck Shops serving traditional Indian Chat, Combo Meals, Burger, Pizza and Snacks in a

modern hygienic environment.

Angan

Angan , a pure vegetarian family restaurant that provide vegetarian food to the people

who even traveled to India. Angan pure vegetarian restaurants are now available in Delhi,

India & Kathmandu, Nepal.

1.2 NATURE OF THE ORGANIZATION

1.21 BFPL belongs to Indian Food Industry

India is the world‟s second largest producer of food with the potential of being the

biggest, backed by its food and agricultural sector. The food processing industry is one of

the largest industries in India and is ranked fifth in terms of production, consumption,

export and expected growth. The total food production in India is likely to double in the

next 10 years with the country‟s domestic food market estimated to reach US$ 258 billion

by 2015. Agriculture, which provides employment to 52 per cent of the population, is

estimated to account for 14 per cent of the country‟s gross domestic product (GDP).

Further, technology and advancements in agricultural sciences and mechanisation of farm

operations has helped transform Indian agriculture and increased output considerably.

Presently, the Indian food processing industry accounts for 32 per cent of the country‟s

total food market. The Government of India has nominated two agencies, Agricultural &

Processed food products Export Development Authority (APEDA) and Marine Products

Export Development Authority (MPEDA), for promoting exports from India. Owing to

them and the seemingly lucrative opportunities in this sector, the food industry in India

has been attracting a lot of attention from foreign investors as the country is close to the

markets of Middle East, Africa and South East Asia.

1.22 Services Offered by Bikanervala

Being one of the emerging service providers across the country, we are engaged in

rendering Catering Services for receptions to our respectful clients. We think clients as an

asset of our organization, because clients are the main factors behind business

achievements. We provide our services with single intention to render services with best

quality, so that both clients and organization could get appreciation from Guests and

other people. We cater our services to a large number of industries like residential

complexes, hotels and many more.

Some factors for which , BFPL are highly admired for services rendered by us;

 Fine Quality

 Cost effective

 Well dressed service provider..

Out Door Catering

Indulged in offering a full complement of catering services to fit any party or event plans,

we have gained huge market in this domain. The range of outdoor catering services

includes complete food preparation and presentation for formal or informal gatherings

with additional hygienic services like setup, cleanup, tear down and as-requested

amenities. Our professionals ensure that the hospitality services that we serve are polite in

nature and courteous. We provide our range of services at industry leading prices.
Corporate Catering Services

We are also engaged in providing our customers with various Corporate Catering

Services. Our customers can avail from us orders for breakfast, lunch and dinner of any

volume as required by corporate houses and offices. Our experienced and expert chefs

and other personnel are highly proficient in handling various corporate parties and events,

such as conferences, seminars, theme parties and many others in the most professional

and efficient manner.

Birthday Catering

Being one of the leading companies, we offer special services for Birthday Parties all

across the country. The food is finely prepared by the expert team of caterers. We have

various options for different foods items. Our services are offered affordable rates as per

the requirement of our clients. Some of the features are listed below:

 Wide variety of food items

 Latest styles

 Reliable

Waiter Services

Waitres are fast becoming an integral part of every party. We have a team of highly

skilled and professionally qualified waitresses who are well versed with all the aspects of

hospitality. They will add a touch of elegance to your party. We can help you choose the

best waitres to make your party a memorable experience.

Food Carving

A best export quality of confectionery and bakery products such as Biscuits, Cakes etc.

Food safety for bakery industry are very important as these impact quality of products

and prevents product being contaminated by forieng body. We offer following types of

categories under this as :

 Food

 Ice

 Bake

Italian Food

Italian cuisine has developed through centuries of social and political changes, with roots

as far back as the 4th century BC. A site relating to all aspects ofItalian cuisine. Hundreds

of traditional recipes, unique articles, and a monthly newsletter. Italian cooking is among

the world's richest and most varied, with dishes perfect for every occasion, from the

quick late night snack.

South Indian Food

The south Indian food is mainly rice, which the south Indian people love to have. South

Indian food for an authentic south Indian cuisine menu and dishes. Almost every major

city in the world now has atleast one South Indian restaurant. In this section you will find

recipes for rasams, soups, chutneys, etc.

North Indian Food

North Indian Cuisine. Food from North India is characterised by its thick, tasty gravies.

North Indians love chillies, saffron, milk, yoghurt. Collection of authentic North Indian

recipes, easy to cook, microwave North Indian recipes. Explore North Indian food by

course, ingredients.

Punjabi Food

The food is tailor-made for the Punjabi lifestyle in which most of the rural folk burn up a

lot of calories while working in the fields only vegetarian food is cooked in pure ghee or

clarified white butter.

 Indian Chat

 Sweets

 Namkeens

Bikanervala mostly focus on the marketing 4P‟s concept during diwali. Marketing at

diwali is totally different .company‟s focus is to attract the customers and to maximize

the market share and profit . they sell their product in attractive packagings decorated

with traditional touch and introduce free schemes and gift hampers to attract the

customers for example , Bikanervala launched many products for the special occasion

like Albela sonpapdi , meetha bandhan (rasgullas) , tarang namkeen packs . They have a

very efficient pricing strategy as per the competition prevailing in the market. Bikano

Product price range from 65 to 365 .Prices depends on the type of gift packs like. Uphar

Rs 165, anmol Rs230. Rs. 15 extra charges for special boxes. Companies promote their
products through TV advertisements , online shopping and networking sites like facebook

, twitter etc. and they offer various types of discounts and gift hampers for lunch and

dinner on festival days for example bikanervala outlets provides discounts for special

occasion. Huge demand for both packed and loose packs items. All the age group were

preferring bikanerwala's brand.

Introduction of the sugar free sweet also added demand from the side of health conscious

consumers. Special packages attracted consumers allot, as it adds value to there lifestyle

and brand consciousness. Bikanerwala has high value in the mindset of customers so,

generally consumers prefered purchasing branded gift item like; bikano. Consumer find it

very close difference between bikanerwala and other non-branded gift items.

As consumer was 100% confident on bikanerwala's product they were sure that product

is free from adultration and infection this also added demand from consumer's side.
1.3 Vision and Mission

Our vision is to promote India and Indian heritage, culture and cuisine worldwide. We are

focusing on customizing Indian food for the Global Market. Good taste takes time to

develop. Exclusive recipes go through subtle evolution to become timeless classics.

Tradition melds into modernity while still keeping its character intact. Bikanervala is the

true essence of the coming together of a grand heritage with innovative energy.

It has taken over half a century of focused growth and driven purpose to transform

Bikanervala from a traditional sweets & snacks maker to a brand universally recognized

as a symbol of great quality and exceptional taste. Today, the 35 Bikanervala outlets

spread across India are beacons of a fresh approach to eating out that combines the best

of centuries-old recipes and modern technology. Bikanervala outlets can be found in

Delhi, UP, Haryana, Gujrat, & Andhra Pradesh,. Abroad, they have already spread the

good cheer and taste ambassadorship to Nepal, UAE, New Zealand and Singapore.

Ranging from 5000 sq ft to 20000 sq ft, the outlets experience a footfall of 500-2000

people per day depending on the size and the location of the outlet. All are welcome is

the operating motto. Different times of the day cater to different people. Mornings are

about breakfast for the office goers, lunches, evening brunches, all time snacks, dinner,

desserts, chaats…the entire family can come in to eat and order their individual

preference. In the mix are contemporary offerings like pizzas, burgers, noodles that

appeal to the younger demographic while classics like chana bhatoora, chaata and pani

puri are more to the liking of the parents.

1.4 PRODUCT RANGE OF THE COMPANY

Products

 Chats and Snacks

 Mini Meals and Combo

 Curries and Breads

 South Indian

 Chinese

 Pizza and Sandwiches

 Shakes and Kulfis

 Desserts

 Sweets

 Namkeens

 Syrups
1.5 SIZE OF THE ORGANIZATION

Size of organization

Bikanervala has total turnover of 400 crore which is less than its competitor haldiram‟s

turnover of 1000 crore .BFPL deals in business like Exporter ,Importer ,Manufacturer

,Wholesaler,Distributor , Supplier ,Trading Company. In terms of manpower ,

bikanervala has 1200 manpower in both outlet and factory but haldiram has more than

4000 manpower which is still higher than the bikanervala.

Market share & position of the company in the industry

Bikanervala is one of the popular company in the food sector of India.Bikanervala is an

organization which represents Indian traditional food in the world market.

Bikanervala Foods Private Limited offers a variety of sweets and namkeens and it has

gained a worldwide popularity for ensuring superior quality products. Presently,

Bikanerwala manufactures traditional sweets, namkeens, papad, spices and sherbets. Of

late, the Bikanervala Foods Private Limited has introduced a new technology in its

products which gives it a long shelf life along with a world-class standard of quality.

Bikanervala currently has 13.575% market share in the industry.Bikanervala exports are

10 per cent of its domestic sales. Company believe that there is a huge potential for

exports and huge demand for our products through retail outlets abroad mainly where

large number Indian diaspora (1.6 million in the US, 0.9 million in Canada and 1.2

million in UK). BFPL plan to achieve a growth rate of 50 per cent annually.
 1.6 ORGANISATION STRUCTURE OF THE COMPANY

M.D (Mr. SHYAM AGGARWAL)

DIRECTOR (MR. MANISH AGGARWAL)/ MR. PANKAJ AGGARWAL

( NATIONAL ) ( INTERNATIONAL)

C.E.O(MR. SURESH GOEL)

E.V.P (DEEPTI GUPTA) A.V.P (MR. MUKESH MALIK)

G.M FACTORY (MR.

KAILASH)

A.G.M (MR. VINEET)

A-11, A-16

R&D

(MS. MAMTA ) MARKETING

HR (MS.
SALES
SANGEETA)
-TRAINER (MS. VEENA) (MR. KUSHAL) COSTING
(MR.
-RECRUITER (MS SWATI) NAVEEN
GUPTA)

QUALITY
CUSTOMER CARE
NBD (MR SALARY AND
(MS. D & D (MS. SHUBHAM) ADMIN (MR.
(MS. ISHU)
NEERJA) SHIVLI) PUSHPENDR
A)
1.7 DATA COLLECTION

Research in common parlance refers to a search for knowledge. Once can also define

research as a scientific and systematic search for pertinent information on a specific topic.

The purpose of research is to discover answer to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden

and which has not been discovered as yet.

PRIMARY DATA:

The primary data are those which are collected for the first time, we can obtain primary

data either through observation or through direct communication with respondents in one

form or through personal interview. There are several methods of collecting primary data,

but in this research work primary data collected by using observation.Primary data is

collected through:

 Personal interview

 Observation

SECONDARY DATA:

Secondary data means data that are already available i.e. they refer to the data which have

been already been collected and analyzed by someone else. When the researcher utilizes

secondary data, then he has to look into various sources from where he can obtain them.

In this research work, secondary data collected through the

 Internet

 Company booklets etc.

 CHAPTER - 2

SWOT ANALYSIS OF THE COMAPNAY

2.1 SWOT Analysis of the Company

Strength

 Strong brand name with rich history of over 60 years

 Strong distribution network making the products available in India and abroad

 Bikano chat cafes present in corporate houses and malls, serving western fast food

along with Indian traditional snacks

 Affordable prices

 Products available in gift packs making it an ideal gift

Weakness

 Limited number of stores and mostly concentrated in North India

 Strong competition from the unorganised sector also means limited market share

 Schemes given to retailer are not enough.

 Limited quality testing at the outlets.

 Less advertisement
Opportunity

 Increase its presence in international markets

 Increase its number of showrooms, Bikano chat cafes and reach out to customers

throughout India

 Advertise itself on various platforms

 Launch products for health conscious people like sugar free sweets and snacks

with low trans-fat, etc.

 By providing proper schemes bikano can increase its supply.

Threats

 Health consciousness amongst people

 Increase in cost of raw materials

 Inflation causing people to avoid unnecessary expenditure

 Global economic instability and recession

 Competition from Lehar, haldiram

2.2 Porter’s five forces model (namkeen segment )

Threat
of new
entry

Supplier Competitive Buyer

power rivalry power

Threat of
substitute

Threat of new entrants

 Less capital requirement

 Product differentiation based on branding

 Low entry and exit barriers

Threat of substitution

 Low switching costs

 Large No. of substitutes

 Price trends have to be monitored closely

Bargaining power of buyers

 Number of customers

 Price sensitivity is low

 Buyers are distributed and not organized

Bargaining power of suppliers

 Many competitive suppliers

 Uniqueness of service

 Switching cost, from one suppliers to another, is low

Competitive Rivalry

 Large no. of competitors

 Customer loyalty

 Less market attractiveness

2.3 USP of Bikanervala foods private limited

Bikanervala focus on good quality , fresh items , hygienic and tasty indian sweet and snacks

specially in namkeen. In the marketing part BFPL focus on the STP strategy which is

basically segmentation , targeting and positioning . Bikanervala segmenting the people who

like indian sweets , namkeens and other traditional snacks. Middle and upper class urban

families are basically the target of bikanervala. Position of bikanervala's food like indian

sweets and snacks manufacturer as an alternate to western fast food.

Bikanervala use information technology enabled services like Enterprise resource planning

(ERP). ERP is use for transferring of information related to Purchase order , return order

,outlet order to HO , discount report , daily cash report , gross profit report , sales report ,

MIS report , consumption report , VAT report , delivery reports etc. from outlet to HO.

Bikanervala maintains proper inventory control system. Items are grouping in the categories

of packaging material , rejected items area , ghee & oil material , raw materials , bread pizza

material etc.

In the Human resource section , Bikanervala maintains proper staff relation which includes

labour turnover , compensation, outstanding salary , bonuses etc.Bikanervala also maintain

industrial relations with the companies like steel authority of india , intech hotel solution ,

hero moto corp. , hindon engineering private limited etc.

2.4 Variations/Deviations in practices

There is some variations in the Bikano internal environment .Selection process is differ in

Bikano as compared to normal selection process of the company. As selection process in

clude following steps -

a) Preliminary interview

b) selection test

c) employment interview

d) reference and background analysis

e) physical examination

f) job offer

g) employment contract

The selection process followed by the bikano include following steps:

a) candidate aptitude test

b) interview with HR person

c) interview with HOD

d) introduction with salary section

e) selection