Introduction

Eureka Forbes Ltd is a consumer goods company based in Mumbai, India. It was founded

in 1982 and is a part of the Shapoorji Pallonji Group. Its product portfolio consists

of water purification, vacuum cleaning, air purification and home security solutions. The

company has a current base of 15 million consumers with more than 450 locations and

18,000 dealers in India. It also has a global footprint across 35 countries.

The company has been recognized for supporting social initiatives such as Euroable.

The company delivers customized solutions to multiple institutions operating in different

industrial spaces.

To introduce previously unknown products to a society in which nationwide commercial

campaigns were impossible, the company pioneered direct selling. The corps of suit-clad

Eureka Forbes salesmen was a tremendous success. They are now Asia’s largest direct

selling organization with a 5,000 strong direct sales force touching 1.25 million Indian

homes and adding 1,500 customers daily. Such was the success of Eureka Forbes that

Aquaguard has become a synonym for water purifier in India.

The company is the largest direct selling organization and has been considered as one

among the most admired consumer durable companies in the country. The company has

also drawn up plans for diversification to manufacture products aimed at smart homes

and safe homes.

The belief that unpolluted water and air the birthright of every person led to the Eureka

Forbes Institute of environment being setup. It promotes conservation of natural water

and air resources through activity like broadcasting air and water levels pollution in

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major cities on television, India’s first national environment focused quiz for school

children and rainwater harvesting.

With over 10,000 employees Eureka Forbes Ltd. is the leader in domestic and industrial

water purification systems, vacuum cleaners, air purifiers and security systems.

Eureka Forbes followed the globally ‘tried and tested’ direct selling route for marketing

its products in India, thus becoming one of the first direct selling companies in India.

Vacuum cleaners and water purifiers were rather new concepts for Indian consumers,

who had till then followed only the traditional methods of cleaning and filtering.

Therefore, Eureka Forbes had to first establish the concept of vacuum cleaners and water

purifiers in India before it could sell ‘Eureka’ as a brand. The company believed that its

core strength was its people. It employed dynamic, highly motivated individuals, called

‘Euro champs’ who projected the image of the friendly man from Eureka Forbes. Thus,

for the average Indian consumer, Eureka Forbes became synonymous with the smartly

dressed.

Salesmen who came to their houses and cleaned up things in a jiffy or showed how

air/water purifiers were indispensable. Euro champs initially targeted the metros but soon

began visiting smaller cities and towns also.

Current scenario

The consumer durables market in India is valued at US $9.7 billion currently. In 2015,

microwave ovens and air conditioners registered a growth of about 25%. Frost-free

refrigerators have registered significant growth as many urban families are replacing their

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old refrigerators. Refrigerator sales amounted to 4.2 million in 2015, whereas the

production of the refrigerators went up by 17% as compared to the preceding year.

Washing machines, which have always seen poor growth, have seen reasonable growth

more and more Indians are now buying electrical appliances due to change in electricity

scenario.

The penetration level of color televisions is expected to increase 3 times by 2015. It dates

back to 1982, when health ambassadors from Eureka Forbes, with a new concept of

living in a clean environment and drinking water in its purest form knocked on your door.

They called themselves friends for life and they proved that they indeed were. Eureka

Forbes continues to be the best friend in Indian households after three decades and the

sentiments have not changed.

Eureka Forbes is a part of the Shapoorji Pallonji Group and today it is a 15 billion INR,

multi-product and multi-channel corporation. Incepted in 1982, Eureka Forbes Ltd. have

put 35 years of consolidated efforts to become the undisputed leaders in domestic and

industrial water purification systems, vacuum cleaners and air purifiers and security

solutions. Being Asia’s largest direct sales organization, our force of 10,000 direct

personnel touches 8 million homes. We have one of the largest networks catering to more

than 150 cities and 400 towns across the country.

1. Pioneers in direct selling – Asia’s largest direct sales organization

 6,000 strong direct sales force touches 1.50 million Indian homes, adding

1,500 customers daily.

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  Customer family now numbers over 6 million enduring relationships as

“Friends For Life”.

 Operations in over 1,500 cities and towns across India.

2. Expanded channels that reach out to customers to include

 Over 5,000 strong Dealer Sales Network

 A 58 distributor strong Institutional Sales Network

 Security System Division – one of India’s largest system integrators

 A customer finance scheme, Euro value for customers to easily obtain the

means to Live Healthier Lives.

3. A strong service network that backs up sales efforts

 4,500 company trained technicians who make 20,000 kitchen visits daily

 Supported by call centers, customer care representatives and mobile service

vans.

4. Salient features or USPs

 Service at your doorstep

 Customer base more than 30 million

 India’s largest after sales network – over 650 service centers in every 5 km

distance

 Service network of 1,050 business partners

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Products

Eureka Forbes's products include

1. water purifiers,

2. vacuum cleaners,

3. air purifiers, and

4. security solutions

1. Water Purifiers

Dr. Aquaguard range of customized water solutions equipped with patented Mineral

Cartridge, Biotron and Nutrition Technology.

I. Dr. Aquaguard Classic+

It comes equipped with e-boiling technology which

ensures that every drop of water is as healthy and

safe as it would be if it were boiled for a minimum

of 20 minutes. Dr. Aquaguard Classic+ comes with

the patented HCCB Cartridge that removes lead,

pesticides and other VOCs. This makes your

drinking water healthy. Classic+ works on UV

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 II. Dr. Aquaguard Magna

Dr. Aquaguard Magma comes with special HD RO membrane

that purifies water and the advanced mineral guard

technology, that retain essential natural minerals in water that

other water purifier deplete. It also has 11 watt UV lamp with

UV reflector housing for an advanced UV does to ensure

100% elimination of waterborne disease causing

microorganisms.
Figure 2
III. Dr. Aquaguard FUSION

It gives you healthy water with benefits of instant cooling.

This is the ideal water purifier for homes where everyone has

different tastes, likings and requirements in terms of water

temperature. To add to that, it also eliminates the hassle of

refilling bottles and putting them in the refrigerator. Figure 3

IV. Dr. Aquaguard Geneus

Dr. Aquaguard Geneus+ is a Universal water purifier

which is equipped with RO+ UV+ UF technology. It

automatically identifies the source of water and

accordingly chooses the correct purification technology

to give you water which is not only free from physical,

chemical and microbiological contaminants but also has

the right TDS balance. Its unique Auto Mineral

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Modulator allows you to set the taste of water as per your preference. The advanced

Mineral CartridgeTM and Biotron CartridgeTM ensures that the essential minerals

necessary for your family’s health are retained giving you not just shush, healthy water.

V. AquaSure

AquaSure range of smart electric and non-electric water purifiers brought to you at a

smart price. AquaSure Expert is a universal water purifier equipped with RO+UV+UF

technology. The advanced purification system gives you protection from harmful

chemical, pesticides and dreaded heavy metal such as arsenic,

lead, mercury and also removes water borne disease causing

bacteria, viruses and cysts. Its advanced TDS regulator

constantly senses the TDS levels in the water and selects the

best purification process based on the input water. The Taste

Guard Technology gives you the same tasting pure, safe and

healthy water always.

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 2. Vacuum Cleaners

Vacuum cleaners are installed with advanced cleaning technology that keeps homes

clean. These vacuum cleaners are crafted to meet the changing cleaning needs that

modern lifestyle calls for. They remove hidden dust and dust mites. Giving you clean and

healthy homes

I. Euroclean Power Clean

Euroclean Power Clean high pressure cleaner is a cleaning marvel, powered with a 1700

W induction motor which uses an advanced technology that jets out water at

25 times the pressure for a conventional hose pipe, giving you high quality

cleaning. From tough dirt stains to cleaning spots that are hard to reach

cleaning areas, Euroclean Power Clean is sure to keep your outdoors

shiny and sparkling.

The Eureka Forbes trendy steel vacuum cleaner is an excellent device to clean your

home. Designed to meet your varied needs, it has a sleek design with a classic steel finish

that makes it stand out wherever you keep it. Furthermore, the superior quality of its

suction mechanism allows you to remove both solid

particles and fluids with equal ease. This Eureka Forbes

trendy vacuum cleaner also comes equipped with a

variable power control that helps you customize the

power you need to clean different surfaces, helping you

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 3. Air Purifiers

The wide range of Dr. Aeroguard and Aeroguard purifiers are designed to let you breathe

healthy and stay protected from air-borne diseases. With the ability to clean the indoor air

quickly, the air purifiers with High Efficiency Particulate Absorber (HEPA) filters can be

easily installed in your room, living area, kitchen, bathroom or car or, within an area

ranging from 2.79 sq. mt. to 102.19 sq. mt.

I. Dr. Aeroguard Air Purifiers

Dr. Aeroguard range of air purifiers do not just purify the air in larger

rooms in a quicker time span, but also come with smart features that let

you customize its preferences as per your convenience. The Dr.

Aeroguard air purifiers are equipped with HEPA filters and Vita Ions

to clean the indoor air with an efficiency rate of 99.9%. Dr. Aeroguard

HEPA filter air purifiers with smart features can purify the air in your

rooms and living area. Figure 8

II. Aeroguard Air Purifiers

Patented with Active shield technology, the Aeroguard range of air purifiers are designed

to suit the modern day needs of your family. Every purifier is certified

by GUI labs and is well-equipped with high-end filtration process to

ensure you breathe more than just fresh air. The aesthetically

appealing features are an add on to the advanced air purifiers. From

easy-to-use features to advanced technology, the Aeroguard range of

air purifiers for home are a complete value for money in every form.
Figure 9

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 4. Security System

Euro vigil security systems, considered as India’s most advanced electronic security

system are a part of the Eureka Forbes family. Euro vigil offers highly advanced and

complete security systems which include Video Door Phones, Intrusion Alarm Systems,

CCTV Surveillance, Access Control Systems and CMS (Central Monitoring Station). All

Euro vigil products carry UL, CE, FCC and ROHS certifications. Euro vigil advanced

security feature extends to notify authorized friends, neighbors and concerned civic

authorities about likelihood of a mishap. Euro vigil’s security specialists undertake

personal visits to conduct risk assessment of the property on the basis of a revolutionary

4D concept to suggest a customized state-of-the-art security products and solutions as per

the security requirement of the customers. The 4D concept refer to the four most crucial

aspects of security viz. Display, Detect and Discover.

I. Video Door Phones

Euro vigil is making lives convenient with its video intercom system for home options.

Do not let anyone in without first checking who it is. And, do so from the comforts of the

bedroom, kitchen or anywhere in the house. Some features make an ordinary video door

bell stand out from those created by experts. Euro vigil security specialists ensure that

intercoms which are being installed are updated and ideally placed. There is no room for

mistakes.

Be it a video intercom system or video door

phone, they bring optimum security to your

home, especially if there are kids at home or

Figure 10

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work from home alone. For instance, the door bell push button comes with a nameplate

backlight with SOS indication to make it easy for you to spot.

These systems eliminate the fear of opening the door to a complete stranger. Check

whose at the gate before even opening it, with premium cameras with HD displays, two-

way communication, and DVR security systems.

II. Intrusion Alarm Systems

It’s a system that detects any unauthorized entry or motion into the property and sends

out an immediate alert to the central

monitoring station which further informs

the concerned people, local police, hospital

and fire station. The control panel installed

in the premise also raises a loud alarm to

alert the neighbors. The motion or break-in

is detected by sensors installed in the premise. Figure 11

There are two main elements of this alarm system:-

i) Sensors: These are the ‘Men at Work’ keeping a tight vigilance on your

property 24x7. From simple motion sensors to glass break sensors, shock

sensors and the regular heat and smoke sensors, the property is safe against

any possible damage.

ii) Control Panel: This is the brain of this intelligent system. On detecting any

intrusion or fire or possible threat to the premise, the control panel sends the

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 signal to the CMS and raises a loud alarm through a hooter simultaneously.

From wireless to hybrid control panels.

III. CCTV Surveillance

Euro vigil offers the most advanced cameras with the latest technology. Whether it’s

home or business, CCTC security systems is the

surest way to be assured the premises are safe.

No matter where you are, have access to your

home and security system without any glitches.

These systems are a visible deterrent to intruders.

Modern technology has made it possible to access

the videos from these CCTV security systems live

on phones. Euro vigil helps integrate the home

security system with laptops, television,

The CCTV kits are easy to install and to operate. From Wired CCTV surveillance camera

systems to ensuring the best picture quality with zero interference, Euro vigil takes care

of every little need. The professionals work with all varieties of CCTV systems and

install it with perfection.

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 IV. Access Control Systems

Access controls are automatic monitoring systems where no visitor goes unnoticed,

making safety stringent. Offering these systems with attractive features, Euro vigil has

launched the most advanced access control systems in

India.

Even as the basic mechanics of access control

programmes are the same, the main points of

difference are in the way the system is accessed.

Connect them to a computer system and they work

perfectly. Figure 13

Euro vigil designs access control systems for organizations and private use you are

provided with a security system that comes integrated with many features. With Anti Pass

Back feature, ACS becomes the most competent security system.

Products and services

Eureka Forbes sells products for household and institutional use. Its core products are

consumer durable products which include water purifiers, security systems, air

purifiers, vacuum cleaners and ancillary services. Forbes facility services and Forbes Pro

Railway Solutions are two of the services offered under the ambit of Industrial services.

Their product Aquaguard purifiers are most selling water purifiers in India.

Corporate Social Responsibilities

In 2000, the Eureka Forbes Institute of Environment(EFIE) was founded. It is a registered

public charitable organization that creates and supports various social initiatives.

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Eureka Forbes in association with National Society for Equal Opportunities for the

Handicapped NASEOH launched EuroAble, a call centre manned by people with special

needs.

EuroAble is India’s first state-of-the-art call centre manned and operated entirely by

people with special needs. This initiative facilitates their integration into the value chain

and mainstream of society. Other efforts include ‘Nana Nani Parks’ for senior citizens to

relax, free drinking water kiosk in public places and a partnership with World Vision to

provide water filter units owned and run by women self-help groups during emergencies.

They also have initiated the ‘Jagrut Mumbaikar Jagrut Mumbaikar’ programme, with the

Police and Fire Brigade, an initiative that teaches citizens how to safeguard themselves.

Awards

1. UNESCO Water Digest Award

In 2010, Eureka Forbes received six prestigious recognitions at the UNESCO Water

Digest Awards, namely Best Complete Domestic Water Solutions Provider, Best

Domestic Non-electric Water Purifier for AquaSure Storage Water Purifiers,

Distinguished R&D/Technological Breakthrough for Aquaguard Total Sensa SMP+,

Distinguished Domestic Water Purifier Ultra Violet/Ultra Filtration/Nano Filtration for

Aquaguard Total Infiniti, Best Domestic Water Purifier RO for Aquaguard Total Protect+

and Upcoming Water Company for Forbes Water.

In 2012, Eureka Forbes received three awards at the 6th Water Digest Awards for Best

Domestic Water Purifier RO for Aquaguard Enhance Green RO, Best Domestic Water

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Purifier UV for Aquaguard Enhance UV and Best Water Purifier Award in the Storage

Non-Electric category’ for AquaSure Amrit.

2. India's 18th Best Place to Work

In 2015, Eureka Forbes was listed as India's 18th 'Best Places to Work For'.

3. A Case Study at Harvard Business School

Inducted as a case study in the curriculums of the prestigious Harvard Business School.

Vision

 A Happy, Healthy and Safe Pollution-Free Environment based on Trust and

Lasting Relationships with Customers.

Mission

 To Build Sustainable Relationships with Customers as their 'Friend for Life' by

satisfying their evolving Health, Hygiene, Safety and Lifestyle through.

 Our People - Whose entrepreneurial spirit and ambition is fuelled by the culture

of Pride, Earning, Learning and Fun.

 Our Products and Services - That reflect innovation, become quality benchmarks

and provide real value-for-money. Our Policies and Practices - That are fair,

transparent and constantly improved to maximize shareholder satisfaction and

achieve Market Leadership

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Value

 Customer is the center of our business

 Integrity and highest ethical standards

 Mutual Respect and trust in our working relationships

 Communication that is open, consistent and two-way

 Diversity of people, cultures and ideas

 Innovation and encouragement to challenge the status quo

 Continuous Improvement, development and learning in all we do

 Teamwork and meeting our commitments to one another.

Dreams

 Create a happy family of Eurochamps.

 Leaders in Health, Hygiene, Safety products and Services through Power brands.

 Eureka Forbes will be a world class, billion dollar, multinational corporation.

 Be an ambassador of goodwill to society and the Earth we live in.

 Be a global one stop shop for safe drinking water.

 Cross-cultural, global presence in 50 countries serving over 20 million customer.

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Code of Conduct

 Identification

You will identify yourself as a representative from EUREKA FORBES LIMITED with

the support of an identity card issued by the company.

 Territory

You will sell the products of the company at the customer’s house/office within the

specified boundaries approved by the company.

 Information and Use of the Products

o You will offer details to the customer about the products which can be

confirmed with the necessary demonstration in support of information

mentioned in the brochure, user manual or literature published by the

company. You shall not overstate or exaggerate claims/features of the product.

o You will inform the customer about any scheme with the products which are

officially announced by the company.

 Standard and Quality of Products

You will offer the details about the standard and quality of the products which are

mentioned in the brochure and which are confirmed by respective authorities by

certificate.

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  Product Price

You will offer the products to the customer at the price which is fixed by the company

and there will be no deviation from the same.

 Technical Aspects

You will inform the customer of technical details which are mentioned in the brochure,

user manual or literature.

 Promises: Verbal and Written

You will make those promises which are fair and can be fulfilled within the company’s

policies. The representative shall give accurate and understandable answers to all

questions from the customers regarding the product, price and any other matter related to

the product or services.

 Commitment

o You will make those commitments which can be honored within the

company’s policy and within the time frame given by the company.

o You will honor the commitment within the time frame given by the company

regarding:

- Advances to be converted into sale

- Delivery of the products

- Installation of the products if required

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 - Deputation of representative

 Return of Goods

The customer would be provided a period of one week from the date of purchase to return

the product if he/she is not satisfied with the same and would be eligible for a full refund

of money.

 Fairness

You shall not abuse the trust of individual customers, shall respect the lack of

commercial experience of customers and shall not exploit a customer’s age, illness, lack

of understanding or lack of knowledge of the language.

 Privacy

Personal or telephone contact shall be made in a reasonable manner and during

reasonable hours to avoid intrusiveness. You shall discontinue a demonstration or sales

presentation upon the request of the customer.

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My training scenario in Eureka Forbes

On 5th June 2017, my training has started in Eureka Forbes Ltd. At first day I just fill up

all the documents which they required from me. After filling the documents Ms. Shilpa

Ma’am introduced me with Mr. Bhagwan Mishra Sir who gave me 3 days training

including orientation, introduction and product information. After the completion of my

training Shilpa Ma’am introduced me with Mr. Jeewan Bhatt Sir who is team leader of

Dr. Aquaguard team and under his guidance my field training got started.

Orientation day

On the first day, Mr. Bhagwan Mishra Sir introduced me with the company and its

working environment. It helped me in gaining confidence and feeling comfortable with

the company’s environment. Mr. Bhagwan Mishra Sir gave me the brief introduction

about the company and how it works.

Three days training

On the second and third day of training, Mr. Bhagwan Sir told me about how company do

work and achieve its targets. He also gave me a brief description on the products

available in the company that also helped me in gaining more confidence. In this training

I came to know about the life of a sales person. To motivate and to make employee more

familiar in the company, they use to call an employee a “Euro champ”.

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Field work

After completing the training program now it’s time to apply the gained theoretical

knowledge into the practical way. Around 08:15 AM all Euro champs get together in the

field meeting. In this meeting, place and target is decided for each and every Euro champ.

Then Euro champs go for door knocking that is cold knocking till 12:00 PM.

Euro champs come to office after door knocks and discuss about their performances.

Around 04:00 PM, Euro champs go for the commercial door knocking.

Company Product Selling Policy

Total door knocks in a day 50

Appointments in a day 06

Demonstrations in a day 03

Sales in a day 02

My Learning

Summer training is a part of management study, it provide us practical knowledge about

market an real world corporation which we read at books and training gives us real

corporate word experience that how a organization work on every department, following

are what I learned during my training:-

1. I’ve come to know about consumer buying behavior that how it changes

according to product, price and service.

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2. It gives me hand-on experience about corporate life.

3. It provides me more confidence in my career direction.

4. I’ve improved my long-term relationship building skills.

5. This summer project made me time punctual.

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