Indian Spices

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SUMMER TRAINING PROJECT REPORT

ON

"A Comprehensive Understanding of the Indian Spices Market in the

Consumer space."

At

Submitted for the Partial fulfilment

Of

Master of International Business

(MIB)

Submitted by:

IFRAH KHAN

12-MIB-0022 08-4693

Under The Supervision Of

Mr. Amit Gupta

National Manager-Customer Marketing

CENTRE FOR MANAGEMENT STUDIES

JAMIA MILLIA ISLAMIA

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DECLARATION

I, IFRAH KHAN, a bonafide student of MIB (Full Time) Programme at the Centre for Management Studies, Jamia Millia Islamia, New Delhi, hereby declare that I have undergone the Summer Training at

CARGILL INDIA PRIVATE LIMITED, GURGAON, INDIA under the supervision of Mr. Amit Gupta

on "A comprehensive understanding of the Indian Spices Market in the consumer space".

I also declare that the present project report is based on the above summer training and is my original work. The content of this project report has not been submitted to any other University or Institute either in part or in full for the award of any degree, diploma or fellowship.

Further, I assign the right to the University, subject to the permission from the organization concerned, use the information and contents of this project to develop cases, case lets, case leads, and papers for publication and/or for use in teaching.

IFRAH KHAN 12-MIB-22

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ACKNOWLEDGEMENT

I am heartily thankful to my supervisor Mr. Amit Gupta, National Manager (Customer Marketing), whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the project .It is his support and guidance due to which I remain able to come out with this project report.

I owe the highest sense of appreciation for the talented, cooperating and hardworking team of CARGILL especially Mr. Aseem Soni (Director- Consumer Sales) and numerous other officials including Mr.

Hemant Vagare, HR- Cargill for cooperating during the Internship and for providing me the most valuable

comments and suggestions without which this report might not have been complete.

I also wish to express my gratitude to the management of CARGILL INDIA PRIVATE LIMITED, who rendered their help during the period of my project work.

Last but not least I wish to avail myself of this opportunity, express a sense of gratitude and love to my friends and my beloved parents, specially my mother for their immense support, strength, their faith in me and for everything.

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TABLE OF CONTENTS

SECTION I - COMPANY PROFILE PAGE NO.

1.1 HISTORY 5

1.2 VISION AND MISSION 7

1.3 OBJECTIVES -

1.4 MAIN ACTIVITES 8

1.5 FINANCIAL INSIGHTS 20

SECTION II – REPORT ON WORK EXPERIENCE AND TASK ACCOMPLISHMENT A) DESK / OFFICE FIELD BASED TRAINING

1.6 DESCRIPTION OF THE ASSIGNED TASK AND RESPONSBILITIES

1.7 NATURE OF WORK

1.8 A BRIEF INSIGHTS- THE SPICES INDUSTRY IN INDIA 21

B) SURVEY/ RESEARCH/ FIELDWORK BASED TRAINING

1.9 RESEARCH OBJECTIVES 43

2.0 RESEARCH METHODOLOGY 43

2.1 ANALYSIS AND INTERPRETATION OF DATA 44

2.2 FINDINGS AND CONCLUSION 58-59

SECTION III -

2.3 QUESTIONNAIRE 60

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CARGILL HISTORY

Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, our privately held company employs 142,000 people in 65 countries. We help customers succeed through collaboration and innovation, and are committed to sharing our global knowledge and experience to help meet economic, environmental and social challenges.

Cargill collaborate with farmers, food makers, scientists, government, academia, communities and non-governmental organizations, among others, to create better products and services, streamline supply chains, save energy, reduce costs and ensure food security by connecting places of surplus to places of deficit.

We give back to communities where we conduct business through continuous efforts to improve nutrition, health, education and conservation of natural resources. Combining global knowledge, vision and insights with our strong understanding of local customers, consumers, challenges and imperatives, we are committed to nourishing ideas and people in India.

A company emerges: 1865–1899



Cargill begins in Iowa under the leadership of W.W. Cargill

Starting at the close of the American Civil War in 1865 with one grain storage warehouse in Conover, Iowa, Will Cargill followed the expansion of the railroad system throughout the newly settled prairie to gather and process grain. Soon, his two brothers, Sam and James, joined his business venture and established the company's headquarters in La Crosse, Wisconsin.

As grain and the railroads moved west, Cargill followed with new country elevators, as well as major terminals in the Minnesota towns of Minneapolis, Buffalo and Duluth. Besides the growing number of elevators, the Cargill's were involved in insurance, flour milling, coal, farming, real estate, lumber, and a railroad. The success of the business required reliable financing, innovation in moving and storing grain, and a solid business reputation.

Crisis years: 1900–1924

 John H. MacMillan, Sr., guides the company through a financial challenge

In 1910, Cargill confronted perhaps the greatest challenge to its existence. The established grain trader, having grown throughout the new states in America's north central region, had accumulated too much debt. In 1909, Cargill's founder, William Wallace Cargill, died, leaving a small business empire that was

overleveraged and had grown too quickly. It was obvious to his son-in-law John MacMillan that the company had to be restructured in order to satisfy the needs of bankers and customers. The question was whether MacMillan could act fast and strategically enough to preserve the core elevator and grain trading business.

John MacMillan, Cargill's new leader, took quick action. He negotiated with the banks and convinced them to extend credit and give the company time to meet its debts. He dissolved much of the businesses outside of

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the profitable grain trading, moved the headquarters to Minneapolis and created a plan that would remove the debt burden over time. Also, MacMillan implemented improved accounting procedures to give

management a better financial picture of the company. Within six years, the debts were paid off and Cargill was positioned for growth.

International expansion: 1925–1949

 Cargill becomes international, and diversifies outside of the grain trade

Still largely a regional grain trader, Cargill grew steadily throughout the 1930s and 40s and established offices in Canada, Holland, and Argentina. The company weathered the financial turmoil of the 1930s, as well as a major legal battle with the Chicago Board of Trade. It introduced new innovations to the industry, including a teletype wire system, a new style of grain terminal (first constructed in Omaha, Nebraska), and the establishment of a grain laboratory. Many of these innovations originated directly from Cargill's new leader, John MacMillan, Jr. By the 1940s, Cargill had diversified into feed, soybean processing, seed and vegetable oil.

A century of innovation and expansion: 1950–1974

 Erwin Kelm becomes the first non-family member president; Cargill celebrates 100 years

In the 1950s, Cargill emerged as a major international merchandiser and processor of agricultural and other commodities. Building on strengths, Cargill began global initiatives with grain-and-oilseed exports and the development of a transportation and grain elevator system that enabled it to respond to worldwide demand for basic agricultural products.

In 1964, Cargill issued its first formal annual report to stockholders, which reported sales near two billion dollars; over 5,000 employees; expansion of a soybean plant in Spain, two feed mills and a seed plant in Argentina; and the purchase of the Hen Voerders Company to expand Cargill's feed operations throughout Europe. Grain handling and merchandising, soybean processing, flour and corn milling, seed and animal feed production, and salt processing fueled domestic growth and continued to play an active role beyond North America. Symbolically, the following year saw the one-hundredth anniversary of Cargill, and the tenth anniversary of Tradax, its Geneva-based extension.

Extraordinary growth: 1975–1999

 Diversification of businesses and partners lead Cargill out of the twentieth century

Under Whitney MacMillan's leadership, Cargill diversified with new operations in beef, pork and poultry processing, steel making, citrus processing, petroleum trading and merchandising, international metals, fibers and tropical commodities origination and trading and fertilizer production. Some of these areas became staples of Cargill's growth; others did not perform as expected and were sold. But Cargill's experience with diversification produced dramatic results. By its 125th anniversary in 1990, Cargill, its subsidiaries and affiliates were found in 57 countries representing nearly 55,000 employees - over ten times the number twenty-five years earlier.

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From commodities to customers: 2000–Present

 Cargill adopts a new brand; shifts focus to partnering with customers

By the end of the twentieth century, changes in the food industry, including consolidation and tightening commodity margins, meant Cargill could not prosper if it kept commodity transactions at the center of its business. Cargill began forming closer relationships with customers to provide them with solutions to their pressing business concerns. It recognized that its success was inextricably linked to its customers' success. Cargill's goal of becoming the premier global food and agriculture Company pushed a renewed emphasis within the company on innovation and technology. Cargill moved even further up the value chain. The company evolved from trading soybeans, to processing them into meal and oil, to producing high-value natural vitamin E from a soyabean by product. And it moved from trading corn, to processing corn into ethanol and fructose, to creating a whole new family of renewable products — from plastics to fabric — made from corn.

CARGILL INDIA

Cargill's Operations in India started in 1987. We employee more than 2000 employees working in offices and plants across the country and have a network of warehouses and depots.

We offer a range of products and services:

 We process, refine and market imported and indigenous vegetable oils

- Serving food industry customers with vegetable oils, fats, blends and bakery shortenings - Serving household consumers with a portfolio of fortified and healthy branded edible oils

 We offer high quality food ingredients to serve food manufacturers and food service industry

 We originate, process, store, trade and market a wide range of agricultural commodities such as grains, oilseeds, sugar and cotton.

 We offer premix, compound feed and therapeutic care products to nourish animals

 We provide risk management and financial solutions

 We offer freight solutions and serve our industrial customers with energy commodities and metal products.

VISION AND MISSION

 Our purpose is to be global leader in nourishing people.

 Our Mission is to create distinctive value.

 Our Approach is to be trustworthy, creative and enterprising.

 Our performance Measures are engaged employees, satisfied customers, enriched communities and profitable growth.

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FIVE MAJOR BUSINESS SEGMENTS

Cargill is an international provider of food, agricultural and risk management products and services. Our businesses are organized around five major segments.

 Agriculture Services,

 Food Ingredients and Applications,  Origination and Processing,

 Risk Management and Financial, and  Industrial.

Agriculture Services

We provide crop and livestock producers worldwide with customized farm services and products. Explore our businesses within this segment.

 Cargill Ag Horizons Canada  Cargill Ag Horizons U.S.  Cargill Feed & Nutrition  Cargill Premix & Nutrition  Frontier Agriculture Limited

Food Ingredients & Applications

We serve food and beverage manufacturers, foodservice companies and retailers with food and beverage ingredients and new food applications.

Meat, Poultry & Eggs Food Ingredients

 Cargill Beef

 Cargill Case Ready Beef  Cargill Food Distribution  Cargill Kitchen Solutions  Cargill Meats Central America  Cargill Meats Europe

 Cargill Meats Thailand  Cargill Pork

 Cargill Value Added Meats - Foodservice

 Cargill Value Added Meats - Retail

 Cargill Cocoa & Chocolate Brazil  Cargill Cocoa & Chocolate

 Cargill Cocoa & Chocolate North America  Cargill Corn Milling North America  Cargill Dressing, Sauces & Oils  Cargill Health & Nutrtion  Cargill Flour Mercosur  Cargill Foods Brazil  Cargill Foods India  Cargill Foods Russia  Cargill Foods Turkey  Cargill Foods Venezuela

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

 Cargill Refined Oils Asia Pacific  Cargill Refined Oils Europe  Cargill Malt

 Cargill Salt

 Cargill Specialty Asia

 Cargill Specialty Seeds & Oils  Cargill Starches & Sweeteners China  Cargill Starches & Sweeteners Europe

 Cargill Starches & Sweeteners South America  Cargill Starches & Sweeteners Southeast Asia  Cargill Texturizing Solutions

 Cargill Toshoku  Horizon Milling

Origination & Processing

We connect producers and users of grain, oilseeds and other agricultural commodities through origination, processing, marketing and distribution capabilities and services

 Cargill Cotton

 Cargill Grain & Oilseed Supply Chain  Cargill Sugar

 Cargill Sugar & Ethanol Brazil

Risk Management & Financial

We provide our customers and our own businesses with risk management and financial solutions in a number of world markets.

 Black River Asset Management  Cargill Metals

 Cargill Petrochemicals  Cargill Thermal Energy  Cargill Transport Fuels  Cargill Risk Management

 Cargill Trade & Structured Finance  CarVal Investors

Industrial

Cargill supplies our customers worldwide with salt and steel products and services. In addition, we are constantly developing new industrial applications for agricultural feedstocks.

 BiOH® Polyols

 BiOH Fusion® polymers  Cargill De-icing Technology  Cargill Metals

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 Cargill Industrial Starches  Cargill Ocean Transportation  Cargill Industrial Oils & Lubricants  Cargill Salt

 Nature Works LLC

 North Star Steel (BlueScope)

PRODUCTS AND SERVICES

Animal Nutrition & Feed

Cargill serves the global animal feed and production supply chain by offering:

 Feed manufacturers reliably sourced inputs, vitamins, minerals, additives, and feed mill management tools.

 Animal producers the nutrition expertise and feeding solutions to help optimize animal production operations for long-term gains.

 Feed retailers the on-trend, branded products to drive business results.

Agricultural Commodity Trading & Processing

We connect producers and users of grain, oilseeds and other agricultural commodities through origination, processing, marketing and distribution capabilities and services.

 Grains & Oilseeds

We operate on an integrated global basis to source, process, transport and distribute grain and oilseeds around the world. The main bulk products we handle are wheat, corn, oilseeds, barley and sorghum, as well as vegetable oils and meals. We have developed significant expertise in handling identity preserved and differentiated products that sustain their distinctiveness in overseas markets.

Because we charter more than 150 million metric tons of dry bulk tonnage, we have the logistical flexibility and opportunity to leverage efficiencies in the supply chain. We also work closely with Cargill's finance and risk management businesses to offer a range of financial and hedging products to the products and services offered.

 Biofuels

We produce and market biodiesel and ethanol from a range of feed stocks for customers in Europe, Latin America and North America.

 Sugar

Cargill Sugar trades raw sugar in bulk, white sugar in bags or containers, and ethanol from offices located in Geneva, Hong Kong, Minneapolis, Minnesota and Amsterdam. We originate sugar from the world‘s leading sugar producing countries, including Brazil, where we co-own and operate two major sugar export terminals, handling bulk and bags.

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We ship and distribute sugar to customers, industrials, distributors and end-users through offices in Egypt, India, China, Russia, Ukraine and other consuming countries worldwide.

 Cotton

Our Cargill Cotton business is present in every cotton producing and consuming region of the world through our merchandising, ginning and warehousing operations. In Africa, our gins give us access to some of the finest hand-picked cottons in the world. In the United States our warehousing capacity exceeds 500,000 bales, assuring our customers throughout the world of efficient and reliable shipments. And, we merchandise more than 5 million bales of cotton annually. Cargill Cotton‘s reputation for quality, reliability, size and leadership is unsurpassed in the world cotton industry.

Energy, Transportation & Metals

Cargill ETM is the specialist energy, transportation and metals division of Cargill. By connecting our expertise in these three areas, Cargill ETM brings a unique combination of commercial know-how to the management of supply chains.

Headquartered in Geneva, Cargill ETM brings together over 1,000 energy, transportation and metals specialists. We operate regional hubs in the Americas (Minneapolis, Houston, New Jersey, Calgary, Sao Paulo), Asia (Singapore, Shanghai, Beijing, Mumbai) and Africa (Johannesburg), Europe and the Middle-East (London, Mechelen and Dubai).

We manage commodity supply chain prices for more than 30 of Cargill‘s businesses. This experience has allowed us to develop effective, transparent solutions for our external customers too. Our ability to see the bigger picture and anticipate market trends and opportunities will help support your long-term planning. Our network and commodity expertise will help you succeed in complex and volatile markets.

And because we apply the highest standards of business conduct even in the world‘s fastest moving and least structured markets, you can be confident about doing business anywhere in the world. Cargill ETM serves thousands of customers across the world.

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EXPERTISE

ENERGY TRANSPORTATION METALS We purchase and deliver energy

sources and related commodities including natural gas, coal, power, refined and non-refined oil products, petrochemicals and emissions, in the right quantity and time our customers require.

We operate the world‘s largest dry

bulk charter fleet of over 420 vessels including capesize, panamax, handy, supramax, handymax and coasters, which gives us access to over 6,000 ports. In addition, we manage a fleet

of 20-30 time-chartered tankers at any given time. We have more than 50 years‘ experience serving both our own business and those of our customers.

We are positioned in both ferrous and non-ferrous. In ferrous, we supply our customers with steel raw making materials: iron ore, steel , scrap and finished products. In non-ferrous, we provide them with copper. Through our relationships with mines, mills and steel

consumers, our customers benefit from market access and liquidity.

Financial & Risk Management

We offer risk management, investment, and financial solutions for food, financial and energy customers in world markets.

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 Cargill Risk Management

We structure and market over-the-counter risk management products on agricultural and energy

commodities. Since 1994, Cargill Risk Management has worked with businesses to identify their commodity price risk exposures. We then create tailored risk management products that mitigate these risks and protect operating margins.

 Black River Asset Management LLC

Black River Asset Management LLC, an independently managed subsidiary of Cargill, Incorporated, is a global asset management company that provides sophisticated institutional investors with alternative investment opportunities.

 CarVal Investors

CarVal Investors is a global leader in managing opportunistic value investments in credit-intensive assets, including

 Consumer, residential and commercial and industrial loan portfolios  Real estate

 Corporate securities  Special opportunities

 Food & Beverage Ingredients  Foodservice  Farmer Services  Industrial / BioIndustrial  Personal Care  Pharmaceutical  Salt  Our Brands

 Ground Beef Recall

PRODUCTS & SERVICES

Edible oils and Food Ingredients

Cargill foods India processes, refines and markets a wide range of indigenous and imported edible vegetable oils, fats and blends for the food industry. We serve household consumers with packaged, branded and vitamin-fortified edible oils and vanaspati (hydrogenated fats). We also offer high quality food ingredients from our global portfolio and deliver a broad array of ingredient solutions to cater to the growing needs of the food manufacturers and food service industry in India.

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Serving Customers

Our customers are in the retail, food service sector and beverage industry. We connect with them at different points of their value chain and contribute to their growth by leveraging on our extensive global portfolio and knowledge base. New product development and applications, supply chain efficiencies, quality and

reliability indices are just a few of those leverage points. We also bring in our unique value proposition through customized solutions.

Serving Consumers

In India, our differentiating factor is our business model. Alongside customers, we serve household

consumers with a host of brands including NatureFresh, Gemini, Sweekar and Rath. We fortify all of our packaged refined edible oils with the vitamins A, D and E, which are essential for proper growth, cognitive development and overall health. We reach about 25 million people across India with these brands.

Oil Refining Capabilities

We own and operate three vegetable oil refineries located at Paradeep (Odisha), Kandla (Gujarat) and Kurkumbh (Maharashtra). These plants are state-of-the-art, combining latest refining technology with trained technical teams.

Our Product Brand Portfolio

Sweekar®

Sweekar refined sunflower oil comes with a unique blend of High Oleic Sunflower Oil (HOSUN), for improved heart health. HOSUN contains higher Mono Unsaturated Fatty Acids (MUFA) than olive oil. MUFA is good fat and is a healthy alternative to saturated fats; it improves blood lipidprofile and so diets with healthy amounts of MUFA have a host of amazing health benefits. Sweekar is one of the leading premium sunflower oil brands across the country and is available in multiple pack sizes.

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Rath®

With more than 50 years of presence in India, Rath is a heritage vanaspati brand. It is a trusted name associated with cooking delicious Indian traditional recipes and sweets. Rath is one of the leading brands in north and central India and is available in multiple pack sizes.

Gemini™

A pioneer in sunflower oil, the Gemini brand spans a wide range of edible oils such as soybean, groundnut, cottonseed, filtered groundnut, mustard oil and Vanaspati. Gemini oil helps in preparing healthy food and retains its freshness for longer time. Gemini is one of the leading brands in west, north and south India and is available in multiple pack sizes.

NatureFresh®

NatureFresh Acti-Lite refined oils ensure that you stay light and active. As proven by laboratory tests, food cooked in NatureFresh Acti-Lite absorbs less oil. The NatureFresh range of oils is available in multiple pack sizes and has many variants. It is available as refined soybean and sunflower oil; NatureFresh Purita, kachi ghani pure mustard oil; NatureFresh Shakti, refined palmolein oil; and NatureFresh Oliante, olive oil imported from Spain. It is one of the leading brands in east and north India.

Food Ingredients

Our customers in the Indian food service industry are increasingly improving their products to address changing consumer preferences. Leveraging our global portfolio and technical expertise, we have introduced a broad range of high quality food ingredients and ingredient systems to cater to different industries.

Through these, we ensure that our customers can create the finest experiences across food and beverage products. Our ingredients‘ portfolio include cocoa powder; starch; lecithin; texturisers; emulsifiers; liquid glucose; low-to zero-calorie sweeteners, among others.

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Agricultural Commodities

Connecting producers and users of grains, oilseeds, sugar and cotton through origination, processing, marketing and distribution capabilities and services.

 GRAIN AND OILSEEDS

Cargill India is one of the largest originators and marketers of food and coarse grains in India. We handle wheat, corn, rice, pulses, millets, barley and sorghum as well as oilseeds including soybean, rapeseed, groundnut and vegetable

oils and meals. We source grains and oilseeds from the domestic market as well as import and export them. Our customers include leading food businesses, flour millers, feed millers, distillers, brewers and starch manufacturers. To ensure quality, price security and supply for our customers, we offer logistical flexibility and bring efficiencies in the supply chain. Leveraging our global market reach, we export corn and soybean meal to the Asia-Pacific region. We import pulses to augment its supply in the Indian market and cater to the growing demand of consumers for vegetable protein. We are present in major grain and oilseeds producing and consuming states in India and operate through regional merchandising and origination offices and multiple storage locations. We process and crush soybean and rapeseed across western and central India.

 SUGAR:

Cargill India originates, stores and supplies raw and plantation white sugar and participates in export and import depending on the surplus or deficit situation in India. We have suppliers in the sugar-producing states of Uttar Pradesh, Maharashtra, Tamil Nadu, Karnataka and Andhra Pradesh and serve a wide range of customers. Our customers include leading sugar manufacturers and food and beverage producers. We also serve customers in Sri Lanka, Pakistan, Afghanistan, Nepal and Bangladesh. We use our global expertise to provide them market insights, logistics management, price protection and quality assurance. Silkroad Sugar is Cargill‘s joint venture sugar refinery with EID Parry. The refinery has a production capacity of

600,000metric tons a year. Located in a Special Economic Zone in Kakinada, Andhra Pradesh, Silkroad Sugar primarily serves the demand from customers in the Asian export market.

 COTTON:

Cargill Cotton, one of the world‘s largest and oldest cotton businesses, is respected for its experience, expertise, reliability and commitment to customers. Cargill‘s cotton business can be traced back to 1851 when Ralli Brothers was incorporated in Kolkata (formerly Calcutta) and Mumbai (formerly Bombay). Ralli Brothers was bought over by Cargill in 1981 and in 2002, the name of the cotton business was changed to Cargill Cotton. India is the world‘s second largest producer of cotton and cotton textiles. Our operations in India form an important part of Cargill‘s global network of buying, selling and merchandising cotton as well as cotton gins and warehouses that service growers, ginners

and textile mills around the world. We have a network of value chain participants who help us source and supply the best cotton into and out of the country. We work closely with both suppliers and users of Indian cotton to strengthen their competitiveness in the global markets making Indian cotton the preferred choice by mills around the world. We offer a range of customer solutions that include price risk management and supply chain management.

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ANIMAL NUTRITION

Cargill is one of the leading suppliers of animal nutrition products worldwide. With our global expertise in supply chain and risk management, we are able to offer distinctive value to meet our customers‘ needs through high quality feed production and efficient distribution. Our market leading brands and on-trend products support the care, growth, and efficiency of various livestock, aqua and leisure animals. We strive to be the best choice in animal nutrition solutions. Our offering includes feed ingredients, feed formulations, management solutions, risk management services, compound feed, premixes, feed additives and customized solutions. We serve the animal nutrition market primarily through

two businesses, Cargill Feed and Nutrition and Cargill Premix and Nutrition. We have a network of marketing and branch offices, a technology application center and seven manufacturing facilities in India. We offer compound feed and premix products under several brands including Cargill, Purina, Provimi and Citura.

TRADE AND STRUCTURED FINANCE

Cargill‘s Trade and Structured Finance expertise in financial markets helps our businesses manage risks around letters of credit, other cross-border credit and financial risks associated with trade and commodity finance. We complement the efforts of our businesses by providing treasury, financial and balance sheet solutions for their customers, suppliers and service providers. We focus on addressing financial and risk management issues, providing working capital management and restructuring solutions and offering cross-border trade advisory services and short-term and long-term trade commodity related financing. We also operate a 100 percent foreign owned non-banking financial company titled Cargill Capital and Financial Services India Private Limited.

ENERGY, TRANSPORTATION AND METALS

Cargill Energy, Transportation and Metals (ETM) transparently manages global commodity supply chains for its customers. It offers a unique combination of expertise to develop physical and financial solutions in the natural gas, power, coal, petroleum, petrochemicals, ferrous base metals and ocean freight markets. As both consumer and supplier, ETM combines in-depth analysis of global commodity markets along with practical experience to create the insights that benefit customers. By acting responsibly and thinking innovatively, it helps customers focus on core activities and meet their growth objectives. ETM employs over 1,000people with regional hubs in Europe(Geneva), the Americas (Minneapolis, Houston, New Jersey, Sao Paulo),Asia (Singapore, Shanghai, Beijing, Mumbai) and Africa (Johannesburg).Cargill‘s ETM business in India has grown rapidly in the past five years, based on its customer offerings in ocean freight, coal, iron ore and steel. By working closely with our customers and understanding their needs, we have developed a range of physical and financial solutions that help them optimize the efficiency of their supply chains.

BLACK RIVER ASSEST MANAGEMENT

Black River is a global alternative asset management firm providing hedge fund and private equity solutions to institutional investors. Formed in 2003, Black River is an independently managed subsidiary of Cargill. Black River‘s track record is built on core competencies in fixed income and equity relative value, commodity and emerging markets trading and investing. Capitalizing on its extensive international network

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and relationship with Cargill, Black River combines broad perspectives with focused strategies to deliver portfolio diversification and absolute returns.

In India, Black River provides the following services.

 Analysis of macro, political and economic developments.

 Analysis of the domestic investment markets and indices.

 Identification and due diligence of potential investment opportunities.

NOURISHING INDIA

India‘s complexity is a paradox. It is the world‘s fourth largest economy (in purchasing power parity terms), has a large number of millionaires and a huge consumer base. On the other hand, it is also a country where a large part of the population, especially children, faces nutritional challenges. Our corporate responsibility programs in India focus on nourishing people and possibilities. We work with partners to provide replicable and scalable solutions to contribute to food security in the country. Nourishing India‘ is a significant initiative in that direction. It is our umbrella program that includes the following multi-pronged interventions:

 Improving Food and Nutrition Security

 Improving Education and Livelihoods

 Supporting Community Development

Improving food and nutrition security:

We contribute to food security by providing consumers with nutritious food that helps improve diets for healthier lives. We collaborate with partners in the public and private sectors to find long-term solutions to hunger and malnutrition to ensure people have access to safe, nutritious and affordable food.

 Fortifying edible oil

Food fortification is one of the most effective ways to deliver micro-nutrients to large population groups as edible oil is consumed by almost 99 percent of households in India. We fortify all our packaged refined edible oils produced in India with the essential vitamins A, D and E. At present we reach approximately 25 million consumers with our fortified oils. The cost of fortification is absorbed by us and not passed on to our consumers.

 Enabling food banks

―Together with Global Food Banking Network and Aid matrix Foundation, we have established the India Food Banking Network and the first food bank of India --Delhi Food Banking Network. The food bank is expected to harness the partnership between the government and the private sector to augment existing initiatives as well as develop new models in food distribution. It will allow donors to gain access to safe and efficient distribution channel that provides an outlet and an effective system for donated or procured food to reach those who need it the most. We are working towards setting up more food banks across India.‖

 Fighting malnutrition

In three districts of Madhya Pradesh, Cargill is working on a two-year partnership with United Nations World Food Programme (UNWFP) to develop a model state demonstrating improvement innutrition. From educating communities to providing seeds for kitchen gardens, we are working to improve nutrition in the region. Funded with US$ 3 million, the project titled ‗Fast Track Nutrition Program‘ aims to reach 766

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villages and benefit by 2013 more than one million people, especially children under the age of six and pregnant and lactating women.

 Engaging policy stakeholders

In association with our partners such as Global Alliance for Improved Nutrition (GAIN) and UNWFP, Cargill engages with key stakeholders including the central and state governments to advocate for food fortification and to make fortified food available through the government–run public distribution systems.

Improving education and livelihoods:

A five-year partnership between Cargill and CARE, a leading humanitarian organization fighting global poverty, focuses on addressing underlying causes of poverty in the district of Kutch in Gujarat through Kutch Livelihood Education Advancement Project.

The economy of Gujarat is among the fastest growing in India. Yet hunger, illiteracy and extreme poverty persist in Kutch. Through the US$ 2.5 million Kutch Livelihood Education Advancement Project (K-LEAP), the five-year Cargill-CARE partnership is working to improve the quality and accessibility of primary education for more than 40,000 children, while promoting economic opportunities and increased incomes for 9,000 rural families. The project was

launched in 2008.

 Improving milk production

Most farmers in Kutch depended on subsistence farming when the project began. As dairy farmers could produce only a limited amount of milk, the area lost its market with the National Dairy Development Board. We worked to bring farmers together to pool their milk supplies at collection stations and negotiated with the Board to reinstate agreements and purchase milk again. Farmer incomes have increased by400 percent ever since.

 Providing girls with access to education

As a part of K-LEAP, we are working to improve girls‘ access to education, recognizing it as the cornerstone of empowerment. When we began our work with Kasturba Gandhi Balika Vidyalaya in Kodki village, there were only 17 students. Today, 85 students are enrolled. Based on this success, we expanded our education improvement outreach to include more than130 schools, providing science demonstration kits, textbooks, teacher training, sports equipment and new curriculum to improve students‘ success.

 Empowering women

Women in Kutch were traditionally confined to their homes, with limited ability to even socialize with other women in their community. We recognized an opportunity to motivate them to invest in their own future by organizing self-help groups. Seed money from Cargill‘s donation is now provided to the groups. With that, they are able to pool their own resources and distribute micro-loans for various needs including purchase of farm equipment and setting up small enterprises. Today, more than 5,000 women in Kutch are members of self-help groups and are working to reduce poverty caused by limited access to credit.

Supporting community development

We invest and support programs that focus on improving nutrition and health, education and environment in communities where we operate.

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We support the Pragati Vatika School in Gurgaon by funding all school expenses and improving

infrastructure to help the school cope with rising demand. The school has over 300 children of daily wage laborers. Our employees volunteer as teachers and mentors. We support Rural Development Foundation

(RDF), an NGO that runs five schools and one junior college in the rural areas of Andhra Pradesh. At least 570 students in the RDF Kalleda School have been able to continue their education while 25 students in RDF Matendla School have benefited through direct sponsorships. In partnership with NGO, ASED (Action

for the support of deprived children),we have improved transportation, built more classrooms and set up computer and English-learning laboratories for 1100 students in Pardada Pardadi Girls Vocational School in Anoopshahr, Uttar Pradesh. We supported the Rabbani School in Madhya Pradesh‘s Susera village with a school bus, classrooms and sanitation facilities. The school, with 400 students, is a center for education and practical training in agricultural practices and animal farming. The project was implemented by ASED. We supported the Rajanagaram Zilla Parishad School in Rajahmundry, Andhra Pradesh, by building a multi-purpose hall to serve the needs of both teachers and students. The school is managed by the government and has 950 students.

 Providing care to kids of construction workers

We support Mobile Crèches, an NGO, to ensure a healthy and secure daycare environment for children of labourers who work at construction sites. These daycare centres create favorable conditions for their cognitive development by providing nutritious food and basic education. We also support Mobile Creches for providing skill-building opportunities to the mothers and for creating awareness among stakeholders on issues affecting these women and children.

 Training in modern animal husbandry

We provide farmers the knowledge and tools they need to improve the productivity and health of their animals. The initiative has benefited 25,000 dairy, poultry and aqua farmers across the southern and western regions of India.

 Extending support in times of crisis

As a member of the Corporate Disaster Resource Network, we provide leadership in bringing corporates into the fold of the National Disaster Management Authority for joint response to any disaster. We have

distributed food and funds during the super-cyclone and flash floods in Odisha and floods in Bihar and Leh.

FINANCIAL HIGHLIGHTS

In fiscal year 2012, Cargill had $133.9 billion in sales and other revenues. Earnings from continuing operations were $1.17 billion.

US Dollars in millions 2012 2011 Percent change Sales and other revenues $133,859 $119,469 12

Net earnings $1,175 $2,693 (56)

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A COMPREHENSIVE UNDERSTANDING OF THE INDIAN SPICES MARKET IN

THE CONSUMER SPACE: A BRIEF BACKGROUND

A spice is a dried seed, fruit, root, bark, or vegetative substance primarily used for flavoring, coloring or preserving food. Spices are an integral part of Indian food, with consumption not only in households, restaurants and other eateries but also in food processing industry such as pickles, sauces, instant curry powders, ready-to-eat food preparations and so on. Spices are fast moving consumable items and have large potential. India produces 70% of global spice production. India was the largest producer and consumer of spices with a production of around 5.93 million tons in 2010-11

TYPES OF SPICES  Red Chilli  Turmeric  Coriander  Cloves  Pepper  Green/Black Cardamom  Asafoetida (Hing)  Cumin Seed (Jeera)

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FORMS OF SPICES

MANUFACTURING PROCESS

WHOLE

BLENDED

STRAIGHT

Cleaning & Washing

Drying & Grinding

Sieving

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SPICE GROWING STATES OF INDIA

Chilli

Andhra Pradesh Gujarat Rajasthan Uttaranchal Madhya Pradesh West Bengal Uttar Pradesh Tamil Nadu Orissa Karnataka

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Turmeric

Andhra Pradesh Arunachal Pradesh Maharasthra Tripura Meghalaya West Bengal Uttar Pradesh Bihar Assam Kerala Tamil Nadu Orissa Karnataka Coriander Uttar Pradesh Uttaranchal Rajasthan

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SITUATION ANALYSIS

 Changing of Life style and especially with changes in food habits and increase of Income level, the use of powdered spices has increased.

 Of late, the market for ready mix of spices has grown significantly.

 Numbers of National brands have appeared in the market such as Everest, MDH, Catch, Roopak Masala, etc. besides these, some of local brand are also there in the market.

 In addition there are numbers of small units producing powdered spices, both in loose as well as packet formed.

SIZE AND CONSTRUCT OF THE MARKET

SPICE WISE AREA & PRODUCTION

(Area in Hec, Production in Tonnes)

2008 – 09 2009 – 10 2010 – 11(P) 2011-12(Adv.Est.)

Spices Area Prodn. Area Prodn. Area Prodn. Area Prodn. Pepper 181299 50000 198986 50000 183780 48000 201381 43000 Cardamom(Small) 71170 11000 71110 10075 71012 10380 71285 15000 Cardamom(Large) 27034 4300 27034 4180 26984 3918 26460 3860 Chilli 802896 1381531 809699 1470352 716428 1299191 804792 1276301 Ginger 143861 831607 142089 708256 167432 937043 155063 755618 Turmeric 195076 894590 187535 927912 232022 1268280 223452 1171054 Coriander 537327 471515 530789 501485 474250 372366 557870 532947 Cumin 527132 283000 517133 303943 625087 403744 593980 394328 Celery 4117 5329 4312 5248 3776 4609 4174 5264 Fennel 74149 114277 53497 83576 81890 125710 99554 142949 Fenugreek 74512 97533 71985 88979 94760 127850 93605 115929 Ajwan 26148 18301 20628 8950 27257 19327 35376 26778 Dill seed 13139 13363 8537 10447 26698 33090 21900 23632 Garlic 190468 1003758 187271 975404 202888 1085740 242491 1228324 Tamarind 54281 194087 44186 125524 56530 203936 58428 202574 Clove 2172 1002 2081 764 2195 963 2387 1105 Nutmeg 16400 11362 16001 11271 17760 12088 17485 12574 Cinnamon 186 363 150 30 187 36 508 35 Saffron 2667 5.93 2691 4.86 2715 7.99 2989 9 Grand total including others 2948558 5387092 2899887 5286552 3043583 5933126 3213180 5951281 GRAND TOTAL IN MLN TONNES 5.39 5.29 5.93 5.95

27 | P a g e 0 200000 400000 600000 800000 1000000

CHILLI

2009-10 Production 2010-11 Production 0 50000 100000 150000 200000 250000

CHILLI

2009-10 Area

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Analysis:

According to the figure, Andhra Pradesh has highest production level of Turmeric followed by Tamil Nadu, Orissa & Karnataka. Whereas, Kerala is at the bottom of the list.

Analysis:

Rajasthan holds the maximum share of producing coriander in the Indian Market. In 2009-10, production was 281076 tons having area 232139.

In 2010-11, it was about 218899 tons with area of 197891.

Whereas other states also contribute in producing coriander like UP, which is 3444 tons in area of 6082 in 2010-11 ANDH RA PRADE SH TAMIL NADU ORISS A KARN ATAKA MAHA RASHT RA WEST BENG AL GUJAR AT MIZOR AM ASSA M MEGH ALAYA TRIPU RA UTTAR ANCH AL KERAL A 2010-11(P) Area 69159 51446 26830 18035 13876 15779 1936 4500 14963 1928 1295 798 2391 2010-11(P) Production 466928 277980 202920 90448 66791 38300 28468 22500 10623 10058 9522 6651 6216 0 50000 100000 150000 200000 250000 300000 350000 400000 450000 500000

TURMERIC

218899 70872 21568 32634 13749 11200 3444 0 50000 100000 150000 200000 250000 RAJASTHAN MADHYA PRADESH

ASSAM GUJARAT ANDHRA

PRADESH

ORISSA UTTAR

PRADESH

CORIANDER

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Analysis:

Kerala shows the highest share of producing Pepper in 2009-10 & 2010-11.

In Kerala, Pepper production reached 20640 tons in the year of 2010-11. This is a decrease of 24.94% compared to 2009-10. Apart from Kerala, Karnataka & Tamil Nadu showed growth in 2010-11.

Analysis:

Gujarat & Rajasthan are the major states producing Cumin Seed. In Gujarat, area under production have decreased in 2010-11 as compared to 2009-10 and so on the production. However, in Rajasthan, the scenario is reversed both the area under production and production have increased marginally.

Area Production Area Production

2009-10 2010-11(P) KARNATAKA 19706 15000 21061 18240 KERALA 171489 27500 172182 20640 TAMIL NADU 2786 7500 3009 9120 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 200000

Area Production Area Production

2009-10 2010-11(P) GUJARAT 311755 221906 292847 219215 RAJASTHAN 203854 80531 330634 114925 0 50000 100000 150000 200000 250000 300000 350000

Cumin Seed

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Major State wise Area & production of Spices in India

2008-09 2009-10 2010-11 (Adv) State )Area- Hec) )Prdn-tons) )Area-Hec) )Prdn-tons) )Area-Hec) )Prdn-tons)

Andhra Pradesh 007233 0706121 002700 0766122 710100 0020020 Arunachal Pradesh 1711 20206 1000 22201 1700 21620 Assam 17210 706127 17227 771203 17032 011260 Gujarat 270203 223030 726733 271210 721270 217636 Karnataka 776000 672227 722063 060272 700772 731273 Kerala 702076 002703 727722 077733 727663 002167 Madhya Pradesh 772727 007122 762271 012627 NA NA Maharashtra 000026 16063 003633 16733 20203 710707 Meghalaya 00002 60222 00037 62010 07030 67163 Mizoram 76770 11677 00773 23733 01761 030701 Orissa 072073 737003 072133 706273 766103 711113 Punjab 02271 66137 01277 21212 01637 62267 Rajastan 206172 202172 222671 260621 237702 623207 Sikkim 00207 72076 00371 70223 70621 0003 Tamilnadu 001777 717222 006123 711010 070063 023232 Uttar Pradesh 26007 770026 22671 017067 26677 730010 Uttaranchal 2220 21112 1767 62712 1216 20176 West Bengal 007107 731276 000761 700071 007011 700207 Grand Total Including Others 8?:>;;> ;9>=8?8 8>??>>= ;8><;;8 98:9;>9 ;?9938<

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Spice/State Wise Area and Production of Spices

(Area in Hectare, production in Tons)

SPICE STATE 2008-09 2009-10 2010-11(P) Area Production Area Production Area Production PEPPER KARNATAKA 18847 6236 19706 15000 21061 18240 KERALA 153711 33991 171489 27500 172182 20640 TAMIL NADU 3117 716 2786 7500 3009 9120 Total including others 181299 50000 198986 50000 201381 48000 CARDAMOM(SMALL) KERALA 41588 8550 41593 7800 41242 7935 KARNATAKA 25021 1700 24956 1550 25209 1710 TAMIL NADU 4561 750 4561 725 4561 735 Total 71170 11000 71110 10075 71012 10380 CARDAMOM(LARGE) SIKKIM 23729 3675 23729 3540 23679 3310 WEST BENGAL 3305 625 3305 640 3305 608 Total 27034 4300 27034 4180 26984 3918 CHILLI ANDHRA PRADESH 210792 781671 206541 830990 195471 638298 KARNATAKA 125965 143481 138711 144044 113849 128806 WEST BENGAL 63249 96002 63450 95765 63618 96216 MADHYA PRADESH 47332 58455 54414 90569 54414 90569 ORISSA 75510 64300 75530 64320 76010 70390 MAHARASHTRA 97200 45400 97200 45400 34604 71749 GUJARAT 31810 36215 32854 42305 36570 48051 TAMIL NADU 62617 32924 58476 31230 53626 21690 PUNJAB 10414 17256 10524 17492 10555 17912 RAJASTHAN 15157 19976 13812 13649 13381 14425 ASSAM 17010 10862 17111 11727 18808 12237 Total including others 802896 1381531 809699 1470352 724065 1303820 GINGER KARNATAKA 29092 273253 44837 135031 46511 168310 ORISSA 16530 33370 16840 117720 17120 126530 ASSAM 15220 103915 15690 107893 16386 112548 MEGHALAYA 9283 50286 9321 54009 9438 52922 ARUNACHAL PRADESH 6356 47181 6401 49663 6601 52304

32 | P a g e GUJARAT 3408 49504 3170 47694 4378 69581 UTTARANCHAL 2600 31288 4007 40418 4153 41944 SIKKIM 9237 40866 6700 35970 6700 35970 MIZORAM 9391 34290 6200 31000 NA NA KERALA 7421 30809 5408 28603 6088 33197 WEST BENGAL 11131 23832 11221 24128 11406 24606 ANDHRA PRADESH 2194 11684 2317 16674 2472 23054 Total including others 143861 831607 142089 708256 170957 942860 TURMERIC ANDHRA PRADESH 61607 403228 59475 364044 69159 466928 TAMIL NADU 34637 172334 33368 169311 51446 277980 ORISSA 25110 61500 25320 189350 26830 202920 KARNATAKA 15320 93817 17872 65780 18035 90448 MAHARASHTRA 6799 8497 6800 8600 13876 66791 WEST BENGAL 15212 35372 15464 36390 15779 38300 GUJARAT 1686 23305 1759 25015 1936 28468 MIZORAM 9627 39855 4500 22500 4500 22500 ASSAM 14459 10497 13883 9719 14963 10623 MEGHALAYA 1959 10046 1953 9991 1928 10058 TRIPURA 841 5664 841 5965 1295 9522 UTTARANCHAL 692 6740 738 6126 798 6651 KERALA 2782 6364 2438 6066 2391 6216 Total including others 195076 894590 187535 927912 232543 1271250 CORIANDER SEED RAJASTHAN 250516 280306 232139 281076 197891 218899

MADHYA PRADESH 141393 59075 150464 70872 150464 70872 ASSAM 24483 39480 24531 46865 21741 21568 GUJARAT 27347 38420 28675 42649 20561 32634 ANDHRA PRADESH 33439 15615 37468 20605 20313 13749 ORISSA 19090 9140 19060 9440 21380 11200 UTTAR PRADESH 5774 3417 6742 3805 6082 3444 Total including others 537327 471515 530789 501485 474244 403740 CUMIN SEED GUJARAT 359938 242165 311755 221906 292847 219215

RAJASTHAN 165703 39362 203854 80531 330634 114925

Total including

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CELERY SEED PUNJAB 4117 5329 4312 5248 3776 4609

Total 4117 5329 4312 5248 3776 4609 FENNEL SEED GUJARAT 64867 106498 42833 76128 52792 97504

RAJASTHAN 7499 6249 8754 5601 26967 26157 WEST BENGAL 1028 1029 1034 1033 1034 1033 UTTAR PRADESH 697 489 875 814 842 740 Total including others 74149 114277 53497 83576 81890 125710 FENUGREEK SEED RAJASTHAN 62894 77319 58917 70328 80378 94200

GUJARAT 4296 10308 4399 9015 5244 13910 HARIYANA 3442 1700 5356 4300 5241 12157 WEST BENGAL 2444 2585 2451 2649 2452 2650 UTTARANCHAL 400 2540 433 2532 461 2951 Total including others 74512 97533 71985 88979 94760 127850 AJWAN SEED RAJASTHAN 15240 13456 15483 5450 16896 12595

GUJARAT 5536 2843 5145 3500 5299 4334

Total including

others 26148 18301 20628 8950 27257 19327 DILL SEED GUJARAT 8231 9729 7544 7851 21774 28824 RAJASTHAN 2016 1282 531 453 4533 2430 Total including others 13139 13363 8537 10447 26698 33091 GARLIC GUJARAT 36580 234439 35733 245124 35898 250085 MADHYA PRADESH 49080 207441 52207 224365 52207 224365 UTTAR PRADESH 33421 196850 31886 169342 32776 175851 RAJASTHAN 21562 101937 24670 98411 31440 186410 ASSAM 8228 47076 8392 48128 7368 27198 MAHARASHTRA 6142 41283 5600 41400 6143 41281 PUNJAB 2997 44217 3514 38441 3735 41314 ORISSA 11080 35800 11050 35710 13120 45760 WEST BENGAL 3480 33319 3521 33744 3535 33879 UTTARANCHAL 1083 6994 1177 7264 1261 8450 KARNATAKA 6757 34407 4698 6603 4234 5467 HARIYANA 460 3100 729 6500 3538 28216 CHHATTISGARH 941 2372 984 2519 1083 2564

34 | P a g e Total including others 190468 1003758 187271 975404 203478 1085740 TAMARIND KARNATAKA 15880 81814 15163 82029 15163 82029 TAMIL NADU 18160 61484 19785 63584 18028 56655 ANDHRA PRADESH 6068 29391 6020 30581 5930 28345 KERALA 14107 20954 12715 19627 11924 31794 Total including others 54281 194087 44186 125524 56531 203936 CLOVES TAMIL NADU 782 751 719 675 765 714

KARNATAKA 122 174 90 113 90 113 KERALA 1101 73 1206 84 1123 90 ANDAMAN & NICOBAR 167 4 156 5 156 5 Total including others 2172 1002 2081 764 2195 963 NUTMEG KERALA 16187 11249 15931 11269 17545 11911 KARNATAKA 147 110 115 77 115 77 ANDAMAN & NICOBAR 66 3 70 3 70 5 Total including others 16400 11362 16001 11271 17760 12088 CINNAMON ANDAMAN &

NICOBAR 78 8 150 31 150 30

KARNATAKA 37 7 34 5 34 5

Total including

others 186 363 150 30 187 36 SAFFRON JAMMU &

KASHMIR 2667 5.93 2691 4.86 2715 7.99

Total 2667 5.93 2691 4.86 2715 7.99 Grand Total

Including others 2948558 5387092 2899887 5286552 3043583 5933126

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BRAND OPTIONS

There are number of Spices companies in the market, which are satisfying the needs and wants of the consumers. List of all the brands name are as follows:

MDH EVEREST CATCH BMC MTR MOTHERS RECIPE ROOPAK MASALA NILONS SHAAN ASHOK MASALE NATIONAL LAZIZA SUHANA STORE BRANDS

EVEREST

Everest Spices is an Indian manufacturer, distributor and exporter of ground spices and spice mixtures under the brand name Everest. It is India‘s largest spices brand based in Mumbai. More than 20 million households use Everest spices regularly. The brand is stocked by 400,000 outlets in more than 1000 towns across India. Everest is a major exporter to the US, the Middle East, Singapore, Australia, New Zealand, East Africa and other countries. More than 3.705 billion packs of Everest sold each year. There more than 42 blends under the Everest brand name. Winner of SUPERBRAND award for the best consumer brand for the years 2003-04, 2006-07 and 2009-2010 and Consumer Reaction Award (twice in a row, in 2004 and 2005) and others. Everest spices are also available in the USA, Middle East, Singapore, Australia, New Zealand, East Africa, and in many other countries, where non resident Indians trust Everest to provide them the authentic taste of home.

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PRODUCT RANGE

MDH

Mahashian Di Hatti Limited is an Indian manufacturer, distributor and exporter of ground spices and spice mixtures under the brand name MDH. It specializes in several unique traditional blends of spices suitable for different recipes. The company was founded in 1919 by Mahashay Chuni Lal as a small shop in Sialkot. It has since grown in popularity all over India, and exports its products to several countries. It is associated with Mahashay Chuni Lal Charitable Trust. The MDH brand name is very well known throughout India.Today has a range of 52 products available in over 140 different packages. Machines used by MDH, have a capacity to produce 30 tons of spices in powders packed in beautiful consumer pack of different sizes (10g to 500g) in a day. Maximum selling is of Basic Spices (Chilli, Turmeric, and Coriander & Garam Masala). Chunky Chat Masala is also very famous.

TABLE TOP SPRINKLERS

Chaat Masala

Black Pepper Powder Free Flowing Table Salt

Pure Ground

Spices

Tikhalal, Kashmiri Lal, Kutilal Turmeric, Coriander, Cumin Powder Hing, Saffron, Kasuri Methi, etc

Exotic Blended

Spices

Garam Masala, Pav Bhaji Masala,

Chole Masala, Sabji Masala

Chicken Masala, Meat Masala, Egg

Curry Masala, Tandoori Masala Jaljira, Rasam Masala, Super Sambhar Masala etc

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PRODUCT RANGE

1 AMCHUR POWDER 19 KASOORI METHI

2 BIRYANI PULAO MASALA 20 KITCHEN KING

3 BLACK SALT 21 LAL MIRCH POWDER

4 BUTTER CHICKEN 22 MEAT KA MASALA

5 CHANA MASALA 23 PAKORA MASALA

6 CHICKEN MASALA 24 PANI PURI MASALA

7 CHUNKY CHAT MASALA 25 PAV BHAJI MASALA

8 CHUTNEY PODINA MASALA 26 PULAO MASALA

9 CURRY POWDER 27 RAJMAH MASALA

10 DAHIVADA RAITA MASALA 28 SAMBAR MASALA

11 DALMAKHANI MASALA 29 SHAHI PANEER MASALA

12 DEGGI MIRCH 30 TANDOORI CHICKEN MASALA

13 DHANIA POWDER 31 TAVA FRY MASALA

14 FISH MASALA 32 T-PLUS MASALA

15 GARAM MASALA 33 WHITE PEPPER POWDER

16 GOLDEN GARAM MASALA 34 HALDI POWDER

17 KASHMIRI MIRCH 35 JAL JEERA MASALA

18 JEERA POWDER

CATCH

SALTS & SPICES

Catch Spices is India‘s foremost spices brand known for its matchless product quality and innovative approach. Catch spices are ground using the unique state-of-the-art Low Temperature Grinding (LTG) technology, which prevents the evaporation of volatile & delicate oils from spices. Catch Spices thus retain the original aroma and wholesome flavour of authentic spices. The complete assortment comprises of a variety of salt and pepper sprinklers and a diverse range of whole, ground and blended spices. Catch Spices are packed in food grade metal-lined cartons, flexible laminates and convenient composite cans available in a variety of pack sizes Catch is available across 6 categories including Sprinkles, Basic, Blended, Straight Premium Spices. Whole Spices and Hing with around 63 variants and over 150 SKU's.

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PRODUCT RANGE

Whole Spices Straight Spices Blended Spices

Amchur Amchur Powder Chana Masala

Anardana Ajwain Powder Chat Masala

Bay Leaf (Tej Patta) Anardana Powder Chatpata chat Masala

Black Pepper whole Bay Leaf Powder Chole Masala

Cardamom-Big Black Pepper Powder Chicken Masala

Cardamom-Green Black Salt Dal Makhani Masala

Cinnamon Stick Cardamom Green Powder Fish Masala

Cloves Cardamom Black Powder Super Garam Masala

Dhania Whole Chilli Flakes Garam Masala

Ginger Whole Cinnamon Powder Kitchen King

Javitri Clove Powder Meat Masala

Jeera Dhania Powder Jal Jeera

Jeera Black Ginger Powder Pav Bhaji Masala

Khus Khus Javitri (Mace) Powder Rajma Masala

Kachari Jeera Powder Sambhar Masala

Kashmiri Red Chilli Whole Kashmiri Mirch Powder Shahi Paner Masala

Kaloungi Kasuri Methi Subji Masala

Methi Seeds Kuti Mirch

Mustard Powder Mustard Powder

NutMug Red Chilli Powder

Rai Whole Turmeric Powder

Red Chilli Whole White Pepper Powder

Saunf Salt

Sounf Cooking Turmeric Whole

White Til

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High Quality

Low Price High Price

Low Quality

Store

Brands

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PRODUCT LINE

 Everest:

 Exotic Blended spices (22 in number)

 Pure Ground Spices ( 14 in number)

 Table Top sprinkles

 MDH:

 Blended Spices ( 25 in number )

 Straight Spices ( 7 in number)

 Catch:

 Sprinkles

 Whole Spices ( 27 in number )

 Blended Spices ( 17 in number )

 Straight Spices ( 23 in number)

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RESEARCH TECHNIQUES FOR "UNDERSTANDING INDIAN SPICES

MARKET"

The numbers of research techniques are used for appropriate information for Indian Spices Market. Different methodology is employed according to the objective and scope defined for research.

Basically there are two methods:

A. Desk Research or Secondary Research B. Field Research or Primary Research

DESK RESEARCH/SECONDARY DATA

Desk or secondary research is the search for information from relevant data already available. The data could take the form of information from censuses or information readily available from industry directories.

 Internal sources i.e. company itself

 Internet sites of various agencies/organizations  Publications(books, magazines, journals, newspapers)  Market study/survey reports.

 Catalogues of MNC‘s or leading world manufacturers.  Company profiles

 Market intelligence reports

FIELD RESEARCH OR PRIMARY RESEARCH

Field research is employed to collect primary data by:

 Observation method  Survey method

Field Research focuses on consumer or buyers motives (e.g. Why they will buy your product instead of your competitors product), which forms the basis of the positioning strategy.

The process of conducting field research in understanding the Indian Spices Market includes:  Visiting the retailers shops

 Planning of visits

 Seeking /making appointments with target companies/organizations  Questionnaire

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OBJECTIVES OF RESEARCH STUDY

To study the Indian Spices Market.

To study the Size and Construct of the market: Tonnages & Values. To study the Regional Disparities: Size, Taste, Offerings etc. To study the Brand Options.

To study the Brand Positioning. To study the Price Positions. To study the sourcing options.

RESEARCH METHODOLOGY

The data for understanding the Indian Spices Market was based on:

 Primary Research.

 Secondary Research.

DATA COLLECTION METHOD

Primary Data: Visited various consumers and retailers of different areas of Delhi /NCR Secondary Data: Internet, journals, magazines.

Data Collection Device: Personal Interview through questionnaire. Sampling Size:

-Total Sample: 100

-Retailers : 50 -Consumers: 50

-Area of survey: Delhi/NCR -Duration: 42 days

The sources for unpublished data are many, for example relevant data may be available with scholars and research workers. However, these sources are not easy to access and need a lot of persuasion and lot of time. The researcher has not used such resources given the limitation of time available. The researcher has made used secondary data in formulation of research problem and identification of research objectives. Due care was taken to assess such data for its suitability for the study, because many such secondary data was found to be irrelevant to the research problem as also inadequate in the context of the problem which researcher want to study.

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DATA INTERPRETATION

(BASED ON CONSUMER’S QUESTIONNAIRE)

Q 1)

Gender Analysis:

Analysis:

The above graph shows that out of 50 samples, 84 % is of females and 16 % is of Males.

Male Female Are You : 8 42

8

42

0

5

10

15

20

25

30

35

40

45

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Q2) You are?

Analysis:

The above graph shows that out of 50 samples, 40 % is of Housewives, 28 % is of Professional, 26% is of Students and rest 6% includes others.

0 2 4 6 8 10 12 14 16 18 20

Student Professional Housewife Others

13

14

20

3

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Q3) In which form Consumers buy Spices?

Analysis:

According to the figure, 82% consumers prefer to buy packed spices where as 16% people are going with loose. Whereas, a combination of 2% buy spices in both.

Q4) Source of Information?

82%

16%

2%

Packed loose Both 44% 4% 26% 4% 22%

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Analysis:

• 44% gets information about brands through TV.

• 26% shows consumers buy particular brand of spices as recommended by somebody. • 4 % each shows knowledge of spices brand is available through newspaper and passing by.

Q5) Preferred Place to buy spices?

Analysis:

• 52 % shows that consumers prefer to buy from retail outlet. • Whereas, 36% shows its – Super Market.

• 8% & 4% conclude whole sale and other places. 0 5 10 15 20 25 30

Retail Outlet Super Market Whole-sale Other

26

18

4