PARLE

The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets and toffees. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went onto become leading names for great taste and quality. For around 75 years, Parle have been manufacturing quality biscuits and confectionery products. Over the years Parle has grown to become a multi million-dollar company with many of the products as market leaders in their category. The recent introduction of Hide & Seek chocolate chip biscuits is a product of innovation and caters to a new taste, being Indias first ever chocolate-chip biscuits.

THE MARKETING STRENGTH:

The extensive distribution network, built over the years, is a major strength for Parle products. Parle biscuits & sweets are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500. Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers & retailers. Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution network. The Parle marketing philosophy emphasizes catering to the masses. They constantly endeavor at designing products that provide nutrition & fun to the common man. Most Parle offerings are in the low & mid-range price segments. This is based on their understanding of the Indian consumer psyche. The value-for-money positioning helps generate large sales volumes for the products. However, Parle products also manufactures a variety of premium products for the up-market, urban consumers. And in this way, caters a range of products to a variety of consumers.

CONSUMER END USE:

The production process of every Parle biscuit follows some basic ingredients like wheat flour, vegetable oil, inverted syrups, skimmed milk powder, etc, then depending upon the product, extra ingredients are added for e.g. in Monaco there might be an extra amount of salt put in to give it that prominent salt taste, to hide & seek, chocolate chips are added. Parle uses the same distribution channels for selling all its products under the biscuit category i.e. 1st, 2nd & the 3rd level of the distribution channels. The basic end use of all Parle products remains the same eating it simply to satisfy hunger, products like ParleG may also be consumed for the intake of high glucose levels for immediate strength & energy. BRAND: The Parle biscuit brands, such as, Parle-G, Monaco and Krackjack enjoy a strong imagery and appeal amongst consumers. Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great taste. And yet, this reputation has been built, by constantly innovating and catering to new states. This can be seen by the success of new brands, such as, Hide n seek Mila no. BRAND STRATEGY DECISION:

Parle follows both line extension and brand extension for its products. For a product like Parle-G it followed line extension with the introduction of Parle-G, Milk Shakti and Parle Magix which has 2 flavors-choco and cashew. For Parle

Monaco too it followed line extension when a new favor Monaco jeera was introduced. Similarly when it introduces any new product in the biscuit category, it follows line extension. Initially Parle used to produce only confectionaries. Parle followed brand extension with the introduction of products in the biscuits and snacks category. In this way, by concentrating on consumer tastes and preferences and emphasizing Research & Development, the Parle brand grows from strength to strength. PRODUCT LIFE CYCLE

Parle as a company has reached the maturity stage in its products life cycle; since products such as Parle-G, Parle Monaco, Parle Krackjack which form a major part of Parle products sales have captured most of Indias market. But for its premium biscuits Parle Hide n seek and Parle Hide n seek Mila no the products are in the growth and introduction stages respectively.

SALES PROMOTION: Parle uses the Sales force promotion tool for all its employees. Every year it holds day fairs at branded venues where games and fun events are organized for the employees of Parle and their families; where Parle products are giveaway prizes.

PUBLIC RELATIONS: Parle has done the following for enhancing public relations. Keeping all this in mind, the factors influencing the buying behavior of consumers are: Parle-G being a consumable product is not influenced by factors like cultural factors. As shown above, social factors are further sub divided into 3 parts namely reference groups, family & social role & status. OCCUPATION: The buying behavior of the consumer is influenced also by the occupation he or she belongs to. In case of Parle-G, the purpose for buying the product varies from a person with a high post in a M.N.C to a poor laborer. For the executive employee, he may or may not buy the product. He may buy a more expensive or an imported biscuit brand because he can afford it. Also he may buy it only to be one of the many snacks available to him. On the other hand, a poor laborer would buy a packet of Parle-G simply to satisfy his hunger. For him, it is not matter of choice or luxury, but a necessity because its the easiest & the cheapest he can get. INCOME: Income of a person decides its core expenditure segment. If a laborer earns a fixed amount & if a biscuit like Parle-G which for sure ensures high level glucose content & immediate energy regained, he would defiantly opt to buy a Parle biscuit packet & not spend even that minimal amount of Rs.4 on anything else. But since Parle-G is a low priced, value for money product a persons income does not really play a role in influencing the purchase of the product. Consumers of all income groups do buy the product. Market Segmentation: Level of Market Segmentation: Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some its the best accompaniment for tea, while for some its a way of getting charged whenever they are low on energy.

Parle Company practices mass marketing for Parle-G which appeals to masses. It is a product liked by everyone and does not cater only to a specific group or part of the whole market. Thus it is mass production, mass distribution and mass promotion of Parle-G for all buyers. However, Parle follows Niche marketing for Hide & Seek. It is a premium product since it is priced at a high price and also with its chocolate flavor it is accepted by most chocolate lovers. When Hide & Seek was first launched, there were no other biscuits of its kind in the market. Geographic Segmentation: Parle-G is consumed by people staying in urban, semi urban and rural areas. Hide & seek however, being a premium product having a high price is consumed only in urban and semi urban areas. Demographic Segmentation: Age-Hide n seek is mainly for youth and children. ParleG is however consumed by everyone. Income Hide n seek being highly priced is consumed only by high income group. Whereas Parle-G is consumed by all income groups, but is mostly consumed by the lower and middle income groups. Social class-Hide n seek is meant for middle class and rich class families. However one can also say that Parle-G is consumed only by lower n middle class consumers because rich class can afford more expensive biscuits. Behavioral Segmentation: Benefit sought- The benefit sought in Parle-G is mainly replenishing energy and for Hide n seek it is good taste.

PRODUCTS

PARLE- G KRACK JACK MONACO

 MARIE CHOICE HIDE & SEEK MONACO BITES JEFFS SIXER NIMKIN FUN CENTER KISSME BAR ORANGE CANDY MANGO BITE MELODY MAGIX PARLE CREAM POPPINS ROLA- A- COLA TOFFEES MILK SHAKTI

FINANCIAL STATEMENTS
Mar 06 12 Mths Mar 07 12 Mths Jul 07 16 Mths Mar 08 12 Mths Jul 08 12 Mths

Sources of Funds

Total Share Capital Equity Share Capital Share Application Money Preference Share Capital Reserves Revaluation Reserves Net worth Secured Loans Unsecured Loans Total Debt Total Liabilities

Application of Funds Gross Block 6.49 10.51 10.51 6.43 6.43 Less: Accum. 0.89 1.94 1.94 0.96 0.96 Depreciation Net Block 5.6 8.57 8.57 5.47 5.47 Capital Work in Progress 8.88 10.5 10.5 12.79 12.79 Investments 5.17 10.02 10.02 5.78 5.78 Inventories 2.64 2.9 2.9 0 0 Sundry Debtors 17.36 12.63 12.63 14.52 14.52 Cash and Bank Balance 3.14 1.22 1.22 0.43 0.43 Total Current Assets 23.14 16.75 16.75 14.95 14.95 Loans and Advances 3.08 5.79 5.79 3.29 3.29 Fixed Deposits 0 0 0 0 0 Total CA, Loans & 26.22 22.54 22.54 18.24 18.24 Advances Deferred Credit 0 0 0 0 0 Current Liabilities 0.02 0.38 0.38 0.49 0.49 Provisions 1.48 1.22 1.22 0.18 0.18 Q A IT O Y L Total CL & ProvisionsU L1.5YP 1.6IC 1.6 0.67 0.67 Net Current Assets 24.72 20.94 LIMITED 17.57 20.94 17.57 PARLE PRODUCT Miscellaneous Expenses 0 0 0 0 0 Total Assets 44.37 50.03 50.03 41.61 41.61 Will strive to qualify food Contingent Liabilities provide consistently nutritious and0 0 0 0 0 Book Value (Rs)to meet customers satisfaction by using quality materials 115.98 137.98 137.98 29.23 29.2 products

3.6 3.6 0 0 38.15 0 41.75 2.6 0 2.6 44.35 Mar06 12 Mths

3.5 3.5 0 0 44.79 0 48.29 1.73 0 1.73 50.02 Mar07 12 Mths

3.5 3.5 0 0 44.79 0 48.29 1.73 0 1.73 50.05 Jul07 16 Mths

14 14 0 0 26.93 0 40.93 0.68 0 0.68 41.61 Mar08 12 Mths

14 14 0 0 26.93 0 40.93 0.68 0 0.68 41.61 Jul08 12 Mths

and by adopting appropriate processes. To facilitate the above We will strive to continuously train our employees and provide them an open and participative environment.

Vijay K. Chauhan Chairman & Managing Director

ECE
Electric Construction & Equipment Company

The ECE story began as early as 1945 when it was Electric Construction and Equipment Company Limited. What was started as a small electrical repair workshop at Hazra road in Calcutta, during the Second World War days, steadily emerged as a growing industrial enterprise establishing itself in various fields of Indian industry. From the manufacture of Transformers, which ECE took up first, the company has expanded its activities into four major areas of power technology, such as, Transformers, Elevators, Energy meters and turn key contracts of Railways Electrification, Power Sub Stations, and Roads & Bridges etc ECEs infrastructure presently includes four manufacturing plants:
1.Transformers

Plants, Sonipat Hyderabad (Andhra Pradesh). 2. Elevator Plants, Ghaziabad (Uttar Pradesh).

(Haryana)

and

3. 4.

Meter Plants. Hyderabad (Andhra Pradesh). Switchgear Plant, Sonipat (Haryana). DIRECTORS OF THE COMPANY Mr. Mr. Mr. Mr. Mr. P.K. Mehta (Chairman & Managing Director) Sakate Khaitan O.P. Khaitan Vikram Prakash Mahendra Kumar Jajoo
ECE Industries Ltd. (Transformer & Switchgear Division)

Company Name: Business Type: Product/ Service: Number of Employees: Trade & Market Main Markets:

Manufacturer Power Transformers, Distribution Transformers, Switchgears 101-500 people North America South America Western Europe Eastern Europe Eastern Asia Southeast Asia Mid East Africa Oceania US$10 Million US$50 Million

Total Annual Sales Volume:

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ECE is the oldest multi product and multi location electrical equipment company incorporated in the 1945 by B.K. Group having transformer plants at Haryana and Hyderabad accredited by ISO certification. ECE is manufacturing Power Transformers up to 220kv class up to 100 MVA capacities and has supplied over 85000 transformers to various state Electricity Boards, Power Utilities, Northern Railways, Defense and Industrial Units. ECE is a regular and approved suppliers of Power Transformers up to 220kv class to various state government power utilities and industrial sector. The product and services rendered by ECE are always in compliance with specification and are tailored and are to give complete satisfaction to the customer. ECE Sonipat is well equipped to manufacture powder transformers up to 100MVA, 220kv class having integrated in house manufacturing facilities o Core-Cutting o Tank Fabrication o Radiator Manufacturing o Winding Section o Assembly Section o Panel Assembly Section o Panel Assembly & Fabrication
o Testing.

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INTEGRATED MANUFACTURING PLANT

ECE transformers are installed in segments including Transmission, Distribution, and Generation & Industrial Sectors. More than 1200 numbers of 33kv class, 200 numbers of 66kv class and 180 numbers of 132kv class power transformers are working satisfactorily at various installations. More than 84,000 numbers of 11kv distribution transformers are working at industries and utilities since 1967.

ECE cast resin dry type transformers based on THOSIBA technology have excellent insulation characteristics. They are made of epoxy resin of Class H-Insulation level that is a working temperature of 180 degree Celsius based technique of mould less casting. ECE cast resin dry type transformers ranges from 25KVA 11KV class to 2.5MVA, 11kv class suitable for both in-door and out-door applications with suitable enclosure.

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CAST RESIN DRY TYPE TRANSFORMER ECEs impulse testing generator, manufactured by HIPOTRONICS of USA with a testing capacity of 1600kv & 80KJ, suitable for testing transformers up to 220kv class as per the latest Indian and interaction standard has been in operation since 1986.

IMPULSE TEST STATION ECEs unrelenting and continuous endeavor to upgrade workshop and manufacturing policies committed quality control measures have culminated in nation wise acceptance of their transformers a premium quality product. ECE is an ISO 9001-2000 accredited organization and strictly follows the TQMS plan. ECE maintains high standards of QAP for procurement of inputs which go long way to ensure a reliable end product. Stringent quality control measures are adapted right from fabrication of tank to painting.

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PRESSING OF TOP COVERS

QUALITY POLICY STRENGTH, DYNAMISM, OPERATION, SUCCESS

ECE has achieved acclaim in the design, development, manufacture, marketing and maintenance of transformers, switchgears and elevators. The company has enjoyed great success in undertaking all projects with efficiency, speed and success. The dependability of ECEs products and services has earned the company the trust of State Electricity Boards, Government Institutions and Private bodies. ECE is equipped with state of the art manufacturing facility with ISO 9001-2000 certification and BIS certification for its manufacturing plants. Their plants are powered by the most up to date and versatile engineering expertise, backed by a highly dedicated workforce. The teams tested skills and commitment to quality has ensured that all the products conform to global quality standards and specifications. Stringent Quality Control and checks at different levels of manufacturing can be seen in ultimate product and services. FINANCIAL STATEMENTS Last ten years

No. Particulars

2008-09 2007-08 2006-07 2005-06 2004-05 2003-04 2002-03 2001-02 2000-01 1999-00

14

1 Gross Turnover

Rs. In lacs 23671.1 21305.63

ATLAS
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1965, Atlas had emerged as Indias largest cycle manufacturer. Greater demand, higher production and everexpanding markets made Atlas a name to reckon with Shri. Janki Das Kapur the founder of Atlas cycle industry. To face the challenges of global competition, a trust on quality and constant innovation has been an integral part of the philosophy of Atlas. This stress on detail has resulted in Atlas taking a proud place amongst the well known brands in the world. Domestic success led to international acclaim. Today, Atlas cycles as well as components are exported to over 35 countries, among them advanced countries like Italy, Holland, U.K, Japan and Australia. Recognized as leaders of the bicycle world, it was the next step to Atlas to start exporting expertise, lending knowhow, and setting up bicycle plants in several countries. A company inspired by grit and nurtured by the will to excel. Atlas cycle industries Ltd. Is today racing along in the fast track of success.

PRODUCTS ( most popular models)

16

GOLD LINE DELUXE

SUPER STRONG

SUPER TN

17

CONCORDE PRO

RXT01

DOMESTIC AND INTERNATIONAL SALES

GRACE 26

Domestic Sales: Atlas cycles (Haryana) Ltd. Has a wide domestic sales network in the following states.

18

International Sales:

Five Decades of Cycling Revolution: Atlas name is synonymous with the cycling revolution in India. Since 5 decades the Company has enjoyed a position of eminence and leadership in the Bicycle industry. This was made possible because Atlas constantly strived to move ahead with never ending zeal, technological up gradations, backward and forward integration and user friendly innovations. Atlas logo has been derived from Greek God depicting the legendary hero holding the word on his shoulders. Thus Atlas assimilates in itself aspirations of the millions in their progress and transition through various phases in their lives. 4 Million Bicycles: Atlas is proud to be one of the top bicycle producing companies in the world, with a capacity to produce 4 million bicycles per year. Today, Atlas has earned not only brand loyalty but also millions of satisfied customers in India and abroad. This is corroborated by the fact that Atlas Bicycles are being used in over 85 countries. Atlas always tries to access customer needs and add value to the product. By following philosophy of continual up gradation and
19

improvement, it has adorned a culture that embraces quality. The company has also been accredited with ISO-9001-2000 certification. A Global Phenomenon: With a perfect assimilation of styles, technology & a focus on customer needs, Atlas has formed strong strategic alliances overseas. By offering a wide range of products for almost all segments and age groups, it has strived to be extremely market friendly and thus emerging as an internationally preferred brand. A fact that is proven by its wide acceptance despite stiff market competition that is emerging globally. The Road Ahead Keeping pace with the sprit of Racing Ahead of Atlas is constantly trying to innovate and offer products firm commitment to meet the emerging customer thereby enhancing its brand image and acceptability global market place. DIRECTORS HARI KRISHAN AHUJA HIRA LAL BHATIA ISHWAR DAS CHUGH JAI NARAIN SAWHNEY PRITHVI RAJ CHAWL MANAGEMENT DISCUSSIONS The Bicycle industry in India had its genesis in 1939, long after the establishment of the industry in the western countries. The first manufacturing unit was set up in Bombay. Later a number of other units were set up in different areas of the country. Major manufacturing activities of bicycles and its components in India started, only after independence as many parts were being imported for manufacture of finished products till then. Today the industry has become more or less self sufficient. With the setting up of six more units including Atlas Cycles (Haryana) limited within a period of 10 years after independence, production of bicycles in the country picked up and now the country is producing over 15 million bicycles in a year thus ending countrys dependence on the
20

Times, with a needs in the

import of bicycles. Although Indian bicycle industry is facing diverse industry and economic challenges comprising low margins, huge competition, recession and high fluctuations in prices and inflation rates, yet the demand and production of Indian bicycle industry has been growing day by day. PRODUCTWISE PERFORMANCE The company has a recognized Research and Development centre which is continuously working on development of new models and upgrading the present models. The company has introduced a number of new models in the market keeping in view the market trend and customer preference for fancy bicycles. Introduction of new models of fancy bicycle and E-bike has been continuously followed and the sale in this segment has gone up significantly. Further Atlas has widened its product range also. In this modern era, a variety of new models including sports and high tech models have been introduced by Indian bicycle industry both for domestic and foreign markets besides standard/conventional models.

QUALITY CONTROL & RESEARCH AND DEVELOPMENT

Quality Control

21

Dedication to quality is the unwritten code at Atlas. Every Atlas cycle undergoes a series of uncompromising quality control tests before taking to the roads. Individual parts of every cycle are checked for quality, endurance and road-worthiness. Research & Development Atlas spends a sizable amount of money every year on research and development activities aimed at improving the product design, obtaining material optimization, improving surface finishing methods as well as better handling and packing techniques. Atlas is the only complete bicycle producing unit in India to have beer accorded recognition for its in-house Research & Development unit by the Government of India. INTERNAL CONTROL SYSTEM AND THEIR ADEQUACY To achieve effectiveness and efficiency of operation, reliability of financial reporting and compliance with applicable laws, rules, and regulations and compliance of significant policies, the company has a well defined system of internal control throughout the organization. The internal audit departments regularly probe the deficiency in operation of internal control and suggest ways to rectify such deficiencies. To improve efficiency and internal control the Company has introduced Microsoft-Navision, an Enterprise Resource Planning (ERP) system. Due to the total integration, there is a consistent flow of accurate and easy to access data within all the departments. The company has adequate systems of internal control of provide reasonable assurance that assets are safeguarded and protected against loss from unauthorized use or disposition and those transactions are authorized, recorded and reported properly.

HUMAN RESOURCES & INDUSTRIAL RELATIONS Regular training as per ISO requirement is being provided at all levels. Cordial relations in the industry are being maintained in all units.

22

Training at all levels has been a continuous process in the company. The Company continues to strengthen its human resources. Cordial industrial relations were maintained at all the units. The total manpower strength during the year was approx. 2000 employees.

FINANCIAL PERFORMANCE The company achieved a turnover of Rs. 617.45 crores during the year compared to Rs. 562.39 cores during the previous year. Income from other sources has decreased from Rs. 4.94 crores to Rs. 3.88 crores. Profit after taxation, decreased from Rs. 2.00 crores in the previous year to Rs. 1.90 crores during the year. FINANCIAL STATEMENT
Rupees Sales Turnover Excise Duty NET SALES Other Income TOTAL INCOME Manufacturing Expenses Material consumed Personal Expenses Selling Expenses Administrative Expenses Expenses capitalized Provisions made TOTAL EXPENDITURE Operating Profit EBITDA Depreciation Other Write-offs EBIT Interest EBT Mar10 12 Mths Mar09 Mar08 12 Mths 12 Mths INCOME 676.91 647.46 590.14 6.91 12.3 13.47 670 635.16 576.66 0 0 0 673.77 638.84 580.44 EXPENDITURE 11.28 9.73 9.08 535.43 33.93 49.17 24.97 0 0 654.77 15.23 19 5.03 0 13.97 10.46 3.5 504.29 34.39 48.41 20.4 0 0 617.22 17.95 21.62 5.13 0 16.5 12.31 4.19 452.71 33.66 45.07 20.27 0 0 560.8 15.87 19.64 6.41 0 13.23 9.48 3.75 Mar07 12 Mths 502.27 10.28 491.99 0 495.9 10.79 401.44 30.49 44.86 31.89 0 0 519.47 -27.48 -23.57 4.51 0 -28.08 7.03 -35.11 Mar06 12 Mths 452.63 0 452.63 0 455.15 12.28 345.78 27.37 37.39 18.41 0 0 441.24 11.4 13.92 3.97 0 9.94 7.65 2.3 23

TAXES Profit and Loss for the year Non recurring Items Other Non cash adjustments Other Adjustments Reported PAT KEY ITEMS Preference Dividend Equity Dividend Equity Dividend (%) Shares in Issue (Lacs) EPSAnnualized(Rs)

1.34 2.16 1.65 0 0 3.81 0 1.46 44.99 32.52 11.71

2 2.19 -0.2 0 0 1.9 0 1.46 44.99 32.52 5.85

2.42 1.34 0.67 0 0 2 0 1.46 44.99 32.52 6.16

12.17 -47.28 100.94 0 0 53.66 0 1.46 44.99 32.52 165.02

1.2 1.1 -0.1 0 0 0.91 0 1.46 44.99 32.52 2.81

Luxor

Founded in 1963 by Mr. D.K. Jain, the Luxor Group has emerged as the undisputed market leader in the writing instruments industry both in India and abroad. During the journey spanning nearly five decades, the Group has relentlessly pursued upward growth path and our long-term goal of building a globally acclaimed, well-diversified conglomerate is turning into a reality. The 90s were significant in more ways than one as the Luxor Group continued to thrive even in the face of fierce competition from large multinationals and leading international brands. In a bid to ensure incremental growth, the Group chooses to re-invent itself and opted for a three-pronged
24

strategy including modernization, exports expansion and tieups with coveted international brands. In 1980 , an exclusive international business division (Luxor International) was set up to promote and sell the Luxor brand far beyond Indian boundaries while the Group decided to bring under its umbrella some of the most famous foreign makes to serve a vast and quality-conscious Indian consumer base. Keeping in mind the resounding success of the LuxorPilot tie-up, the Group decided to follow the same strategic approach with Brand Parker in 1996. Paper Mate (1999) and Waterman (2003) followed suit and the Luxor Group manufacturing and marketing franchise. Positioned as premium lifestyle accessories instead of everyday utility item, the Parker & Waterman from the House of Luxor remain the preferred choice of the upwardly mobile. Celebrity endorsements were also sought to promote these high-end writing jewels, and legendary movie star, Amitab Bachchan, was signed up as the Parker brand Ambassador. DIRECTORS: D.K. JAIN CHAIRMAN & PRESIDENT, LUXOR GROUP USHA JAIN INTERNATIONAL DIRECTOR & CHAIRPERSON, LUXOR

PANKAJ JAIN DIRECTOR LUXOR WRITING INSTRUMENTS V.K. JAIN DIRECTOR LUXOR INTERNATIONAL POOJA JAIN EXECUTIVE DIRECTOR LUXOR WRITING INSTRUMENTS PRIYA JAIN DIRECTOR L.P. PENS PVT.LTD.

IDEOLOGY: In an attempt to achieve the ultimate goal of perfection in the field of Writing Instruments, we are fully dedicated to continued efforts of creation and improvements. We endeavor to create a mutually beneficial environment for Clientele, staff, contractors, sub- contractors among which the balance is achieved and the objective of the enterprise is fulfilled. We also aim at providing production skills, quality and managerial values.

25

COMPANY PROFILE: Luxor Group of Companies, headed by Mr. D. K. Jain, President of the Company, started manufacturing writing instruments in Indian in the year 1963. Today LUXOR is the brand leader in Indian Writing Instrument Industry, having market share of over 20 percent with an excellent network of dealers and distributors. Luxor was formed in the year 1991. As of today LUXOR is a leading manufacturer and exporter of Writing Instruments from India with over 15 percent of Export Market Share with its 4 manufacturing facilities in New Delhi and 3 at Bombay, employing over 600 people.

QUALITY: Luxor is committed to produce quality Writing Instruments to the total satisfaction of its customers. It is the policy of Luxor to develop and supply innovative products meeting the customers requirements from time to time. The company realized that this shall be achieved only through continuous up gradation of technology, team work, motivation of employees and participative management. Apart from ISO9002 standard, our products also conform to DIN quality for our ball pens series and for the entire marker range. Also our children range coloring pens and fluorescent markets conforms to ASTM regulations for U.S.A Market and are NON-TOXIC. Our inks have been tested and passed.

RESEARCH AND DEVELOPMENT: Luxor has well-qualified Engineers in its R&D Department who constantly research and develop new products. Also the company has own designers for metal ball pen and gift sets. We have in-house technology to manufacture nylon fiber nib, synthetic filters and custom design automatic assembly machines. We are equipped with our own Fiber Nib plant, Reservoir plant. We have our own lacquering plant for metal pens and in-house assembly machine designing for our products and metal products development cell apart from automatic jumbo metal refill plant.

26

MILESTONES: Luxor was the first to introduce many new technologies in the Indian market i.e. Pigment Fluorescent Highlighters, Xylene Free Markers, Ceramic Roller Pens, Needle Point Pens, OHP pens etc. Luxor is the first company which is recognized by the Government of India as an Export House Manufacturing and Exporting Quality Writing Instruments to over 45 countries all over the world. Luxor also bagged another first the coveted ISO-9002 certification for unsurpassed quality of its products.

PRODUCTS
Luxor International Pvt. Ltd. is considered as No. 1 exporter of Writing Instruments from India. We manufacture a vast array of writing instruments including various Marker Pens, Ballpoint Pens, Roller ball Pens, Fountain Pens, Gel Ink Pens, Coloring Pens, Pen Refills, Retractable Mechanical Pencil, Gift Pens Set, Pen Display Stand, and so on. By providing high quality writing instruments, we have achieved numerous certificates and awards that are rare achievement. We have huge stock of writing instruments that is made using superior grade recycled material. We have established manufacturing, R&D and testing laboratories that enables us in manufacturing the best range in pens, markers, pencils etc. Catering to needs and requirements of offices, schools, stationery etc. Our products are highly demanded in the national and international markets. Marker Pens: We are reckoned as one of the prominent marker pens manufacturers, exporters and suppliers in the worldwide market. We offer a wide array of marker pens that is highly demanded by various industries. Made using high grade raw material, our marker pens are one of their kind and we make them paying special attention on each and every piece.

27

Metallic Marker Pens Permanent Marker Pens Whiteboard Marker Pens DVD Marker Pens Laundry Marker Pens Flip char Marker Pens Industrial Marker Pens Overhead Projector Marker Pens Opaque Marker Pens Text Marker Pens Washable Marker Pens.

28

INK PRODUCTION PLANT

WRITING TEST MACHINE

NIB MANUFACTURING MACHINE

29

PROMOTION

Luxor built its brand equity on the strength of its product range and quality and by appealing to the pride of the Indian who wanted to be seen as self-reliant. Luxors advertisements of the early years were matter of fact and carried the simple message: For the first time in India. This straight forward approach worked well. It laid the foundation for Luxors exponential growth in the 1970s and 1980s. The company also started, albeit unknowingly, the trend of celebrity endorsements in India. In the 1960s, long before it was accepted as a marketing strategy, Luxor was featuring film stars, sportsmen and other celebrities in its advertising and promotions. By the early 1980s the Indian Market had become quite sophisticated. Taking advantage of this trend, Luxor launched its range of gloliters and markers with a high decibel advertising campaign that encouraged its consumers to Stop Underlying, Start Gloliting. It was an effort that differentiated the product and placed Luxor has supported the launch of every new product with highly visible communications, culminating famously in the signing up of Indias super star, Amitab bachchan, who added his own touch of style and panache to the Luxor brand.

Brand Values:

The Luxor brand has universal appeal. Adults view it as a reliable writing companion and children find the style and colors of Luxor products creatively stimulating. Luxor enjoys the glow from these perspectives. But more than that, it takes pleasure in the knowledge that its two most important audiences discover their own reasons to stay with the brand.

30

Market: The jury is still out deciding whether the pen is mightier than the sword. It is a question that has vexed men in power for centuries. But while this debate has raged between protagonists and antagonists a new breed of fortune tellers emerged a school that believed that the answer didnt matter since the computer would create a paperless office. The implication was evident: without paper the pen, in any case, would be consigned to history. Four decades later, the pen has actually gained strength. It continues to be the enduring symbol of literacy-and particularly relevant in a country where almost a third of the population is unlettered and where pen and paper will make a mark long before the computer does. Through these trials the Indian writing instruments industry has grown to an astonishing Rs. 2500 crore (US$ 520.80 million) and is clocking a 10% growth annually (Source: Writing instruments Industry estimates). The collective output is estimated at nearly 10million units every single day (Source: Writing instruments Industry estimates). The brand leader, amongst a number of other manufacturers is Luxor. This pioneering company has its sights set on several milestones - the closest is crossing a turnover of Rs. 300crore (US$ 62.50 million) by 2010. Achievements S. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Award Description National Export Award National Export Award National Export Award Second Best Exporter Award by Plex Council ISO-9002 Certification Top Exporter Award by Plex Council State Award for Export Excellence Writing Instruments Mfg. Association Delhi Safety Council State Award for Export Excellence Woman Entrepreneur Second Best Exporter Award by Plex Council Second Best Exporter Award by Plex Council State Award for Export Excellence Year 1993-94 1994-95 1995-96 1995-96 28-03-96 1996-97 1996-97 1997-98 1997-98 1997-98 1997-98 1997-98 1998-99 1998-99
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15

Woman Entrepreneur

1998-99

32