PROJECT REPORT

Name of the organization

OWNER
ADARSH KUMAR PANDEY
 INDEX
SUMMERY:-
THE BUSINESS
 OBJECTIVE
 FORM OF OBJECTIVE
 QUALIFICATION
 EXPERIENCE
 HEADQUATER

FUNDING
 LOAN
 NETWOK
 FUNDING REQUIRE

PRODUCT
THE PLAN
 MARKETING PLAN
 TECHNOLOG
 SWOT ANALYSID
 MARKETING MIX

SUMMERY
The development objective of AKP Roller Flour Mills Pvt. Ltd is to
sustainably increase agriculture productivity and farmers’ incomes in
several selected locations of Rajasthan. As a part of this approach,
several Farmer Producer Companies (FPCs) have been developed and
supported under the project. Each of these companies will have primary
and/or secondary (value adding) processing infrastructure (Farmer
Common Services Centers (FCSCs)), services of which will be availed by
farmers of their cluster region. Broadly, these companies will aggregate
produce of farmers, process/value add and directly sell in bulk to
processors/consumers. This, in turn, will enable farmers to realize
higher and better remuneration for their produce. In a nutshell, the
envisaged FCSCs will have micro or small scale milling/processing and
packaging units to facilitate services to farmers.
Naturally, existing and upcoming agro and food processing units in the
state play a highly important role in the scheme of things, i.e. forward
linkages in agriculture. Evidently, higher investments in such
agribusinesses will bolster development and sustainability of FPCs and
farmers thereto. In line with the approach, RACP, through its Agri-
Business Promotion Facility (ABPF), aims at:

Promoting agribusiness investments in the state and providing

FORM OF OBJECTIVE:
SOLE-PROPRIETORSHIP

QUALIFICATION:
BBA/[Link]
EXPERIENCE:
1 YEAR
HEADQUATER:
JAIPUR, RAJASTHAN
 FUNDING
LOAN:-
WE WILL TAKE LOAN FROM BANK THROUGH PRIME MINISTER MUDRA YOJNA.

FUNDING REQUIRES:
Small Scale Unit: Premises of Calculation- Suggested Model (c) Details of Technical Civil
Works/ Building Cost Sr. No Particulars Plan AreaSq. Ft. Rate/ sq. ft. Amount (in Rupees)
1 Factory Constructions 15000 800 12,000,000.00 2 Admin and other Civil Con. 2500 800
2,000,000.00 3 Compound Wall, Weighbridge pit and other minor civil work 800,000.00
Total (in Rupees) 14,800,000.00 (d) Plant & Machinery Breakup Sr. No. Item Capacity
Amount (in Rupees) 1 Main Plant & Machinery 40 TPD 8,538,550.00 2 Utilities
(Weighbridge, RO, etc) various 3,500,000.00 Total INR 12,038,550.00 The technology
proposed for this segment involves Semi-Automatic 40 TPD Chakki Atta Milling unit
which comprises of Cleaning machines, atta plant section, complete support structure,
storage tanks and material handling equipment, aspiration system, cabling and control
panels and bagging machine. The total cost of the complete set of Main P&M, on basis of
some referred quotations of leading suppliers in the segment, is Rs. 85.38 Lakhs. The
cost of Utilities (Weighbridge, RO Plant etc), on basis of some referred quotations of
leading suppliers, is Rs. 35.00 Lakhs. This is inclusive of taxes, transportation,
installation and commissioning charges. Hence, total cost of P&M is Rs. 120.38 Lakhs.
Other Assumptions 1 Working Hours per day 20 hours 2 Plant Capacity /Day 40 TPD 3
No. of Working Days in a year 300 4 Power Requirement 125 KW 5 Standard Packaging
for Main Products & By-Products Main Product- Atta: 5 & 50 Kg Packing By-product-
Bran: 100 Kg Packing 6 Insurance Exp Considered on Plant & Mach, Building 0.5% of
Capex 7 Inflation assumed annually 5% annually 8 Debtors 15 Days of Sales 9 Stock of
Finished Goods 30 Days of Production 10 Stock of Raw Material 1 Months Consumption
7.2.2. Project Cost # Particulars Amount (in Rupees) 1 Land - 2 Building 14,800,000.00 3
Plant & Machinery 12,038,550.00 4 Misc Fixed Assets 500,000.00 5 Preliminary &
Preoperative 200,000.00 6 Working Capital 3,037,110.00 Total (in Rupees) 30,575,660.00
The Total Project Cost is Rs. 305.76 Lakhs.

NETWORK: WE WILL GET IN TOUCH WITH INTERNATIONAL BUYERS, WHOLESALERS ACROSS

A. Atta
B. Maida
C. Suji/Rawa
D. Bran
 MARKETING PLAN
1) Prime Production
We also used these e-choupals to build a raw emotional connection with
consumers, launching the ‘Khushiyaan Chun Chun ke’ (Happiness
handpicked) campaign, connecting Indians to its roots.

2) Consumer bond
The second idea was to firmly understand the different target markets
while also figuring out what was common between them.

Wherever it was whichever family it was, tapped into the mood with a
wheat ‘roti’ for every meal. Connecting regions, ages, and love, that was
always the idea.

3) Diversity
AKP ATTA launched multiple varieties of Atta types, from
wholegrain to multigrain, focusing on retail marketing, simply by
understanding the rising health demands of consumers and their
key supply chain aspects.

4) Pricing showbiz
ITC opted to focus on the long-term growth of the AKP brand. It never
went for under-pricing to gain market share. On the contrary, it has
chosen to be a high-quality product with standard pricing, trying to push
product usage via promotion activities and word of mouth marketing.
 TECHNOLOGY
Electric grinding of grain: Atta Chakki or the stone mill or plate mill as it is known
amongst food technologists was originally based on revolving granite discs with gap for
feeding wheat grains and flours of any fineness can be obtained by adjusting the gap.

Roller Milling: As populations grew and the demand for more and better flour and bread
grew, so a new milling process was devised. Initially the first roller mills started using
spinning metal ‘rollers’ in process to break up the grain before then finishing the process
between traditional stones.

Enriched Flour- Fortification: Approximately 20 nutrients are lost when flour is processed
in roller mills. To make up for the loss, some nutrients are added back.13 Fortification is
the practice of deliberately increasing the content of an essential micronutrient, i.e.
vitamins and minerals (including trace elements) in a food, so as to improve the nutritional
quality of the food supply and provide a public health benefit with minimal risk to health.

Quality Assurance: Quality assurance and food safety is another area where food sector is
looking beyond just legal standards and providing whole food industry a scientific basis
which ultimately leads to new approaches in technology. Food assurance and food safety
standards such as ISO 9000, ISO22000, HACCP, GMP, GHP are now becoming integral
part of food industry thus keeping food industry technologically abreast to global practices.

Process Optimization: All processes in flour milling can be optimized and controlled
through control panel i.e. automation. Process optimization refers to operating the plant
optimally with economic performance in terms of productivity and yields. It also avoids
human errors. Scada systems are now integral part of flour milling industry.
 SWOT ANALYSIS
STRENGH:

Modern technology facilitates higher efficiency and productivity. Use of modern storage systems
will ensure proper hygiene and largely reduced incidences of pilferages, leakages, improper
handling of material, and various other factors that lead to losses in storage. Use of modern
cleaning methods eliminates impurities that pose as significant risk to health and safety. The
use of modern technology may reduce the yield losses. Use of modern cleaning methods
eliminates impurities which impact downstream machine efficiency. Modern milling and
sieving methods facilitate relatively higher separation of products, thus ensure higher recovery.

WEAKNESS:

The adoption rate of latest technology innovation is low among the millers due high capital
investment involved. Modern technology with higher capacities also increases working capital
requirements. Mere adding of few recommended machines in an existing traditional mill may
not yield optimum results due to capacity mismatch/disequilibrium in the complete process.
Lack of awareness regarding the latest innovations in the flour milling is another reason for low
rate of adoption among millers. Lack of proper backward integration or even irregular supply
of raw material discourages some entrepreneurs to invest in modern technologies with large
capacities. Mini and small existing millers have units set up in limited spaces. Modernization
may require larger area in some cases. New technologies require manpower to upgrade their
skills for handling operations. In some cases, such skilled labour may not be easily available
locally or only higher remuneration could attract such manpower.

OPPORTUNITY:

Scope for technology upgradation. Key schemes of Central Govt. (like Kisan Sampada, etc)
and State Govt. could be utilized to set up most modern plants. Vast scope to invest in dedicated
modern cleaning line to cater to other large flour [Link] regime provides a level playing
field to millers in Rajasthan vis-à-vis those of other states. Changes in lifestyle, such as longer
work hours, higher disposal incomes, growth in online purchase, working women, convenience
lifestyle, etc have increased the demand for packaged flour. Branding offers huge potential for
product promotion. Most important of course is the possibility of fortification which can help
product differentiation. Increased interest in health and nutrition is creating demand for some
properly processed chakki atta, fortified flours and other packaged products. FPOs can invest in
mini versions of recommended technologies, which are developed by Institutes like CFTRI and
even other reputed private players. FPOs who upgrade with mini mills will be able to produce
quality products and directly penetrate in premium markets. Opportunity to penetrate the
growing market of packaged flour. Increase market demand with better quality product- with
least contamination. Higher value realization to millers by way of higher yields and production
of premium quality flour and products.

THREAT:

Automation does leads to lesser jobs (especially for unskilled jobs). The largely accepted global
concept of ‘Gluten free diet’ is not favorable to flour mill industry. Competition with large
(including global/national) players could mean thin margins in marketing of products. Rapid
developments in contemporary markets and requirements of the industry may lead to fast
obsolescence. Technology once obsolete would require reinvestment upon upgradation to latest
technology. Technology breakdown for a longer period may have much higher cost
implications than a labour intensive firm.
 MARKETING MIX

PRODUCT:

Atta: Atta is wheat flour, originating from the Indian subcontinent, which is used to make
most flatbreads, such as chapati, roti, naan and puri. Most atta is milled from hard wheat
varieties, also known as durum wheat that comprises 90% of the Indian wheat crop, and is
more precisely called durum atta. Chakki Atta is the main ingredient of most varieties of
Indian, Bangladeshi and Pakistani bread. It is a whole wheat-flour made from hard wheat
grown across the Indian subcontinent.

Maida: Maida flour is finely-milled wheat flour variety which is used to make Indian
breads such as paratha and naan. It is also used in Central Asian and Southeast Asian
cuisine. Maida is a refined product of wheat. It is extracted from the inner white portion of
the wheat after the outer brownish layer is removed. After the flour is ground in a flour
mill, it is passed through a fine mesh (600 meshes per square inch) to obtain Maida.

Suji/Rawa: Sooji or suji, semolina and rawa are Hindi words for granulated wheat - and all
are from the same powder or flour from wheat. The word semolina is Italian in origin
while sooji is the word used for it in North India and Pakistan. Rawa is the name for
semolina in south India. The ingredient is not only used as a battering ingredient in many
Indian dishes, but it is also used as the main ingredient in numerous foods, both sweet and
savory, like Upma and Rasa Laddoo.
 Bran: Bran is the hard outer layer of grain and consists of combined aleurone and
pericarp. Along with germ, it is an integral part of whole grains, and is often produced as a
by-product of milling during the production of refined grains. When bran is removed from
grains, the latter lose a portion of their nutritional value.

PRICE:
The price is dependent on the market of each individual product.

Atta-1 kg, 5 kg and 10 kg

M.R.P Rs 38.000
M.R.P Rs 187.00
M.R.P Rs 375.00

Sujji-1kg, 5kg and 10 kg

M.R.P Rs 28.000
M.R.P Rs 140.00
M.R.P Rs 280.00

Bran-1 kg,5 kg and 10 kg

Maida-1kg,5kg and 10 kg
32.000
M.R.P
160.00
M.R.P
320.00
M.R.P

.
PLACE:
The unit is located at the premises of the residences of the
target group in a rented building.

Promotion:
We strategically employ our core strengths to build brand equity and identity, with help of our
Flour Mill Product Consumer Sales Promotions, BTl Marketing and BTL Activation Services,
Product Consumer Sales Promotions [Link] specialize in training and developing our Brand
Ambassadors according to the needs and values of our clients. Our teams are equipped with
sales techniques that create a pleasant, memorable, but most importantly on-going repeat
purchase/brand experience for the customer. Our vibrant teams carry the values of our
clients and eliminate any misconceptions, to make your brand easily recognizable and
superior in quality and reliability. This form of marketing as well as the Fulcrum approach
yields effective results, in conjunction with mass media marketing. Our approach ensures
that all activation efforts result in customer acquisitions.