CHAPTER1

INTRODUCTION

Om Oil & Flour Mills Ltd. (RUCHI) is the leading manufacturer and
exporter of quality Spices, Pasta, Noodles, Ready-to-Eat and other food
products in India. After a long journey of 40 years & hard struggle towards
success, today RUCHI has made a name in every village & city of India. It has
created a landmark in the history of Indian Industries as a leading quality food
processing unit. In every kitchen of rural and urban parts of India, RUCHI
products have found its own dignified position. RUCHI brand has got strong
presence both in the domestic and global markets. The success behind the name
of “RUCHI” is simply its quality and hard work of the management and
employees since 1976

Objective of study

Our main objectives on “report on marketing management “RUCHI

are listed

below

1. To study its industry profile

2. To know about company’s various products and their manufacturing
process
3. To study about the marketing management (most important objective)
4. To study about financial and other management system like sales
promotion sanitation insurance and marketing.

NEED OF STUDY:

This project plays an important role cause it is based on half of the course
that is INTERNSHIP ON MARKETING MANAGEMENT, 3rd semester (2nd
year)
 CHAPTER-2

INDUSTRY PROFILE

Food processing industry is of enormous significance for development

of Indian economy because of its vital linkages between the two pillars of our

economy industry and agriculture. First growth in the food processing sector

and progressing improvement in the value addition in food products are

great important for achieving favorable terms of the trade for Indian

agriculture, both in the domestic and international market.

From the year 1990 onwards, india moved from an era of scarcity to surplus

in regard to food. The food processing industry in india is steadily going with

higher profitability year after. The total food production in india is likely to

double in next 10 year and there is an opportunity for large investment in

food and food processing technologies.skill and equipment, especially in

areas of canning, dairy and food processing, escepially in areas of canning,

dairy and food processing, speciality processing fruits and vegetables,

fisheries milk and milk product, meat and poultry, packaged/ convience

foods, and grains are important sub-sectors of the food processing industry.

Health food and health supplements are other rapidly rising segments of this

industry, which is gaining vast popularity among the health conscious.

 The govt. has given major thrust for the food processing industry sector,

providing a number of fiscal relief and incentives, to encourage

commercialization and value addition to agriculture produce. As per a study

conducted by McKINSEY and contederanon of indian industries, The turn

over of the total food market is approximately R52, 50000CRORES have been

proposed inb various segments of the food and agro-processing industry.

Besides this, the government has also approved proposal for joint ventures,

foreign collaboration, industrial licences and 100% export oriented units

envisaging an investment of Rs. 19,100 crores during the same period.

Demand for the processed for the food item has been going ahead with

phenomenal growth getting excellent momentum in the food processing

activities.

As the income level of the people 13 increasing there is greater demand for

milk, meat, fish, fruits vegetables etc. With the more urbanization, India

families also consume more processed foods, more ready to eat foods, etc.

Asian Americans, now numbering over 10 million other 13 million person if

the India origin spread all over the world are a huge potential market for the

RTE foods out of India. These create excellent copes for the producers to

comeout with variety of dishes including the usual meals. India had been at

the forefront for dishes both in domestic and global markets.

Indian spices market:

India is famous for its spices that are widely used in industries like

pharmaceutical, I neutraceuticals, perfumery toiletry and cosmetics. India

spices are one off the major suppliers of pepper to a large number of

countries.

Growth in spices market

The Indian spices market has shown remarkable growth in spice and culinary

herbs exports. Indian spices manufactures are making substantial extort to

improve the quality of spices backed up by technological advancement in

order to tap the international market. Advanced technologies such carbon

dioxide extraction, cry grinding, encapsulation of spice oil is being

undertaken to ensure high quality of spices and their derivatives.

Market For Spice Oils And Oleoresins

India is also leading in the field of spice derivatives, meeting almost 70% of

the total demand of spice oils and oleoresins. The country is providing value

added products and thus achieved repute in the international community.

With a focus on strong R&D. the Indian manufactures are developing new

products, implementing organic method of production are providing organic

spices and herbs, which command a 10-30% premium.

Spice Export Figures

India is one of the major Asian products and trading center of spices, its

derivatives and also culinary herbs. India’s spice exports account for about

39% of the total exports in terms of volume and around 22% in terms of

exports value. India meets almost 65% of the global deand for deriuivaties

like spice oils and oleoresins.

Major Spices Market Exported

Chilies 33%

Seed spices 22%

Turmeric 14%

Spice oils and oleoresins 7%

Pepper 7%

Cardamom 1.1%

Ginger 2.7%

Fennel 1.1%

Fenugreek 1.2%

Tamarind 0.9%

Nutmeg and mace 1.0%

 COMPANY PROFILE

HISTORY IN BRIEF (OM AND FLOUR MILLS LTD)

Spices are the sole source of preparation of delicious and palatable food. It

imports the appropriate taste and colors to the various types of dishes

prepared across the globe.

India has a very ancient and historic relationship with spices. India spices

possess unique flavour and are therefore highly preferred in both the

traditional cuisines of different across the globe. India contributs about

20degree o of the total production of spices in the world and account foe=r

nearly 30 degree0 of its trade.

Ruche company introduces himself as leading manufacture exporters of

renowned quality spices and verminniceeli of Odisha, with 31 years of

experiences having large network all over India.

MS OM OIL & FLOUR MILLS LTD. Is a limited company situated over an area

of 3 acres with 3 administrative building, computerized accounting,

a.cstoragego downs quality control laboratory cabnteen guest house modern

automatic machinery Italian imported ppasta plant and skilled technicians &

workers.

Mr. Sarat kumar Sahoo started MS OM OIL & FLOUR MILLS LTD cuttack as a

small enterprise with a small investment of Rs 5000 in the yesr 1976. In a

short period of 30 years existence, it has becoming leading manufacture and

exportes of spices in the entire eastern india.

Ruche company pproduces 25 varities of grounded spices, whole spices and

papad. Since 14th January 2000, rucji company has started another factory

producing new ruche vermicelli, it cuing the first nd latest automatic

vermicelli palnt.

At the time during (1995-2005) Ruchi company became a Ltd. Company from

privte limited company. So this period is called as a “Golden age” for ruche

company. Spices board govt of india awards ruche comappany as ‘SPICES

HOUSE CERTIFICATE” in eastern india.

In the constantly evolving and competitive world of food processing industry

RUCHI foresees key changes. As Asia’s foremost food processing company, it

aims to play a key role in changing the nature of food processing and services

oriented industry in India.

ISO is the shortest from for “international organization for standardization”.

It signifies quality at national and international level by promoting the

standardization of products, services and systems. The ISO-9002 model is for

quality assurance in production, installation and servicing.

Ruchi company has great name all over the India. The company has got more

awards (from the year 1986) by health organization.

The year 1998-99 was a milestone age in the history of ruche. Shrisahoo had

imported ‘Anselmo Pasta’ and ‘DolzanPcacking plant from Italy. Pasta factory

was inaugurated and started producing pasata during twin technology of

Italy and South Korea.

Ruchi also sponsors events, cultural functios and sports events. In the year

1997, ruche company entered cultural, charitable, social arena. Ruche

company encourages and gave cash awards to the toppers in education,

eminent social activities, sportsmen and musicians by erecting a forum

named ‘RUCHI PRATTIVA FOUNDATION”.

THE COMPANY

Om oil & flour mills ltd. (ruche) is the leading manufacture and exporter of

quality spices, pasta, noodles, reafy to eat and other food products in india.

After a long journey of 40 years & hard struggle towards success, today ruche

has made a name in every village and city of india. It has created a landmark

in the history of indian industries as a leading quality food processing unit.

VISION OF RUCHI

Innovative packaging for national and international marets.

Ruche has been adding innovative products in its fold with an indian and

overseas touch- especially Italian pasta, italisan olive oil, Italian pesto sauce,

south Korean vermicelli, Spanish saffron etc. and strives hard to compete

with international brands Ruchi’s vision for future is to add more and more
 sophisticated plants and machinery to produce delicious and innovative

edibles no less than European cuisine.

PROMOTERS

The company consists of the following 5 promoters. A profile about each of

them along with their functional role in the organization is narrated below.

1. Mr. Sarat Kumar Sahoo ( managing director)-: he is the managing director of

the ruche company. He has to his credit, richest experirnce in the line iof food

processing for last 40 years. He has good administration skills and travelled

all around the world in marketing this product inn his earlier assignments.

2. Mrs. Sangeeta Sahoo(director) -: She is the one of the director’s of the

company with experiences associated with food rocessing industry for

quality control aspects she will be overseeing the quality control function in

the firm.

3. Mr. Arabindasahoo(director)-: He has to his credit, richest experience in the

line of food processing. He is an mba holder and he has good administration

skills. He will be heading the unit with special emphasis given on production

activities.

4. Mrs. Rashmisahoo(director)-: She is another director of the company. She is

good experienced in food processing line. She willlok after A/Cs, finance &

bank related operations of the company.

5. Mr. A.K Parija(director)-: He has to his credit, richest experience in the line if

food processing with 10 yers of experience.

6. Salina Sahoo(director)-: She is newly appointed director of Ruchi.

In addition to the firm will employee & utilize the special skills of orofessional

in its various functional areas. With the knowledge about pricessing

technologies, they have made all arrangements for exporting the products

beside carrying out inland sales.

LOCATION

The expansion project coming of in the adjacent are of existing palnt at: type-

11-8, madhupatna industrial estate cuttack-753010. The palce is having good

infrastructure facility. Facilities are available for both movement of raw

materials to the site & distribution of finish stock to different market centers.

LAND & BUILDING

The company has already accured the land & construction is carried out in

full swing. The total cost of the building is estimated as Rs 117lakhs.

HYGIENE & QUALITY ASSURANCE

At the vety outset, helathhygine is always kept in our mind- while ppriducing

edible products for consumers- with due care& caution during production

and packing. We have been crtified with all sort of quality certificate for food

safety, helath and environmental concern. Ruche company’s vision in this

regard will be- moranad extra care and caution to ensure helath&hyhiene of

their products.

HERBAL BENEFIS OF SPICES

Several antioxidants, antitoxins, antimicrobial, antifungal properties of

various spices add values to a healthy life. As a brand ruchi takes utmost care
in selecting the raw material. All herbs, spices and condiments that

contributes to a healthy life are chosen delicately & carefully fro highest

quality farms

MARKETING NETWORK

Ruchi’s marketing network has established a reputation for delivering top

class services through distributor channels, whole selling, super stockiest,

mass retails, co-op societies, institutional sales and retails sales

CUSTOMER CARE

The main objective of this is to take care of the esteemed customers

devlopet of any industry depends upon customer satisfaction since 40 long

years, ruche has been taking several promotions activities to provide best

service so to its customers.

Hygiene and health of our customer s are more important than merely the

goods produced as per their tastes. That’s how we have been enjoying the

confidence of our customers.

Ruche has been offering several schemes and incentives catering to the ever

changing needs/ tastes of the customers- thereby bringing them closer to us.

They have “CUSTOMER CARE UNIT” at their corporate offie to receive

complaints, suggestions, enquiries from their esteemed customers- and to

impart any information.

RUCHI PRATIVA FOUNDATION

Aim: The prativa foundation is a resource for innovative people and

institutions countrywide. Its goal is to promote education, sports, literature

and to other social causes.

It has always recognized the importance of its corporate social responsibility,

due to that their corporate social responsibility has become one of the

highlights of the company’s history and culture voluntary services and

contributions of its employees to the local society have become part of its

corporate culture and are sustained with the voluntary participation of all its

executives and employees based on their continuing interest and affection.

Address : type-11/8, industrial estate, post: madhupatna, cuttack-753010,

Odisha (india), e-mail: prd@ruchifoodline.com

 CHAPTER-3

QUALITY CONTROL

The quality management system is based on ISO 2000-05, HAACCP, AGMARK

standards and has been modified to suit to the specific needs of the various

buyers. The success of the system has also resulted in continual

improvements in workplace, health and safety at all levels of the company.

State of the art laboratory is fully equipped with the latest instruments for

testing of various quality parameters in spices, vermicelli, pasta& ready to eat

items.

METHODS OF QUALITY ESTIMATION

There are mainly 3 method are followed in RUCHI for the quality estimation

of raw materials. i.e

1. Physical Test

2. Chemical Test

3. Microbial Test

For these testing they have 2 different testing units;

One is for 1. Spices, PASTA NOODLES AND VERMICELLI and other are for 2.

FROZIT where frozen food items and fruit juices are prepared.
1. SPICES,PASTA NOODLES AND VERMICELLI

PHYSICAL TEST:

It is mainly used to test color, odor , size, extraneous matter, immature seed,

discolourisation and water bsorbance of raw materials.

Generally this can be done through weighing and visual( sensory)

examination.

Physical test also includes Moisture test and Gluten test.

 MOISTURE TEST:-

High moisture content in food grains and spices can damage the grains by

causing microbial infestation and in the same way low moisture content food

grains loses its acceptability by developing hardness losing its favour aroma

and texture

 GLUTEN TEST:-

This test is done to test water absorbance of flour and also determine

digestibility.

METHOD:

25gm of refined wheat flour weighed and taken in a small bowl water added

and stirred well and slowly made into dough form. The it was kept

undisturbed for 15-20 min after that it was taken in hand and kept inder tap

water to completely wash out stratch from the dough. Then only protein i.e

gluten protein then it was kept in hot air oven at 250 degree Celsius for
 complete removal o water. After 30-40 min it was removed from the oven

and weighed again.

Initial weight=25kg

Final weight=35kg

It means that flour contains 14% gluten protein.

 Average gluten content 12-14%

CHEMICAL TEST

Chemical test comprises of

1. Moisture test

2. Ash test

3. Acid soluble test

4. Volatile oil test

1. MOISTURE TEST

Moisture in food grains can also be measured usin chemical methods

Appartus name- Dean and stark apparatus

The dean stark moisture test apparatus is used to determine the water

content food grains by the sistillation method using tolune. The distillation

process allows the water in the test sample to be isolated and collected in the

receiver of the Trap.

 PROCEDURE

Tolune taken in the flas and 20g of turmeric was added pinch by pinch. Then

the whole apparatus was fixed and heater was turned on. Continuous water

supply is needed.

After 15-20 min water got collected in the graduated measuring tube. It

shows 2g of moisture collected.

Sample taken=20g

Weight of moisture=2g

Its shows moisture conten of turmeric sample is 10%

2. VOLATILE OIL

This test generally signifies about aroma or flavour of spices. This test can

also be done by using the same DEAN AND STARK APPARTUS bur here water

is taken instead of toluene to diistiguish layers of volatile oil from water in

the graduated measuring tube.

3. ASH TEST

At first weight of crucible was measurd 2g of Tumeric sample was taken and

kept in the crucible. Then it was kept in muffle furnance for complete burning

for 2 hrs.

After then it was removed from muffle furnance and weighed again

Initial WT of crucible= 35.073

Final wt of crucible= 35.173

This difernce in wt shows that the 2g of sample contains 0.1 g of ash.

4. ACID INSOLUBLE ASH

After doing ash test, the ash was collected and HCL was added to it in a test

tube and then it was diluted with water.

Then it was filtered using a finnelbby using filter papr was collected and kept

in the crucible..then it is ept in muffle furnance and removed after 30 min and

again weighed.

This difference in weight shows the insoluble ash content.

This test is done to estimate the well digestibility of food grains.

5. CURCUMA TEST

This test is done to test color of turmeric.

ADULTERATION TEST

Tumeric is taken in a test tube. Few drops of HCL was added to it.

The color of tumeric turned dark with the addition of water. Then the test

tube was kept under the tap water and the natural yellow color of tumeric

returned back. It shows no adulteration in the sample.

If the color of tumeric turns pinkish with the addition of water it show that

there Is some adulteration.

This test also can be used for some other spices.

In case of red chili powder, sulphric acid is used instead of Hydrochloric acid.

The same pinkish discoloration on addition of water shows there is

adulteration.
FROZIT UNIT

Water Treatment:-

Soft drink production starts with a pure of sorce of water. Regular soft drinks
contain90% of water, while diet soft drinls may contain up to 99% water.
Drinking water often includes trace amounts of various elements that affect
its taste. Bottlers use filtering and other treatment equipment to remove
residul impurities and standardize the water used to make soft drinks, so that
soft drinks taste the same nationwide.
TREATMENT TECHNOLOGY:
One of the methods available in RUCHI is the use of ultraviolent water
treatment systems. UV radiation purifies the water without adding
undesirable color, odor, chemical or taste- and there are no residual by
products.
Step 1: prefilteration
Step 2: Polishing filter
Step 3: high intensity light
Step 4: RO to remove 98% of total dissolved solids from the water
Step 5: Charcoal Filteration
Step 6:Ozonation
Step 7: Carbon filteration
Carbon filtering is a method of filtering tht uses a bed of activated carbon to
remove contaminants and impurities, using chemical adsorption. Each
particle/granule of carbon provides a large surface area/pore structure,
allowing contaminants the maximum possible exposure to the active sites
within the filter media.
MEASUREMENT OF PH:- The PH of justice samples was measured using a
PH meter.
 MICROBIAL TEST:-
 Microbial Test Is Also Carried Out For Spices.
 Similarly Some Of The Above Mention Physical And Chemical Tests( Under
Spices Quality Control Methods) Are Also Used In Frozit Unit
 CHAPTER-4

MANAGEMENT SYSTMES

TRANSPORTATION:

There are around 30 vehicles of company which includes truck, mini truck

etc. For transport in side Odisha they use their own vehicles and for outside

Odisha, they hire vehicles which come under food grade.

INSURANCES:-

Ruchi have separate insurances for

1. Building

2. Machinery and electrical installations

3. Good stocks

4. Cash and treasury

5. Fidelity insurance

Besides this they also have insurance for workers.

 Each worker of the company have an insurance of about 2 lakh on death and

accident of that worker. For this he/she have to pay some allowances which

shall be cut from his/her salary.

GARRBAGE TREATMENT:-

 For solid waste RUCHI gives RS 15000/- Per month to cuttacck municipality

and they take the solid wastes out of company.

 For liquid waste in FROZIT side only. They terat waste liquid by ETP and then

they send it to nearest sewage area.

SALES PROMOTION:-

1. TV Advertisement

2. Newspaper,satur and wall planning, Glow shine board.

3. Advertisement during fair and festivals like BALI JATRA,RATH YATRA ETC.

4. Company van

5. Gift for sellers

6. Lottery system for customers.

7. Student prize, and awarding Odisha Gourab and Bharat Gourab etc.
 CHAPTER-5

1. Balance sheet

2. Stock analysis statement

3. Profit and loss account

4. Capacity and production

5. Sales figure.
 CHAPTER-6
REMARKS:
If no. of days for internship would have more then we could have
gained some more information about company.
SUGGESTION:-
 The products like pasta and verrmicilli which are made up of sooji instead of
refined wheat flour iemaida to provide dietary fiber should mention its fiber
contents in the column of nutritional value over the packaging.
 With addition to quality control department ie. Physical, chemical and
microbial test there should be a committee for sensory evalution of finished
products.

 Retail motivation is a must for the company hence incentives & promotional
packages should regularly research to the channels members & in users.
 CONCLUSION:-

After studying about RUCHI in detail, it is found that the company has
very good technical knowledge, and effective policy and performance which
managed to post good profit even in bad situations. Company has competing
well at the domestic level and in the national level.
RUCHI is a well known public sector company in the spices sector in the
world its shows how a well managed company with best technical
manufacturing skills achieves not only the mission of company but also
became pride for Odisha by improving authentic taste of Indian cuisine.