BUSINESS FUNCTION REPORT OF

BIKANERVALA FOODS PRIVATE LIMITED

Submitted in partial fulfillment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

By

Anas Fareed
1704101356

Under the guidance of

Dr. Meenu Shant Priya

Assistant Professor
SoB, GU, Gautam Budh Nagar (GBN)

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CERTIFICATE

This is to certify that the project report has been prepared by Anas Fareed, Enrolment no.
1704101356 under my supervision and guidance. The project report is submitted towards the
partial fulfilment of 3-year full time Bachelor of Business Administration.

Dr Meenu Shant Priya

Assistant Professor

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DECLARATION

I, Anas Fareed, Enrolment no.1704101356 student of School of Business, Galgotias University,

Greater Noida, hereby declare that the Business Function Report on “Bikanervala Foods Pvt.
Ltd.” is an original and authenticated work done by me.
I further declare that it has not been submitted by any other person in any of the institutes for
the award of any degree or diploma.

Anas Fareed
1704101356

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ACKNOWLEDGEMENT

First and foremost, I would like to thank to my mentor of this project, Dr. Meenu Shant Priya
ma’am for the valuable guidance and advice. She constantly guided me to work in this project.
Her willingness to motivate me contributed tremendously & I also would like to thank her for
showing me some example that were related to the topic of my project. Besides, I would like
to thank the authority of Galgotias University for providing me with a good environment and
facilities to complete this project.
At Last, I am extremely thankful towards my friends for their help in completion of this project.
Without the help of the people mentioned above, I would’ve faced many difficulties while
doing this project.

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INDEX

S. No. Content Page No.

1. Profile of Bikanervala Foods Pvt. Ltd. 6-11

2. SWOT Analysis 12-13

3. Enterprise Resource Planning 14

4. Functional Area Analysis: Marketing 15-17

5. Problem Area Analysis and Solution: Present 18-20

Recessionary Trend in the Industry

6. Conclusion 21

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PROFILE OF BIKANERVALA FOODS Pvt. Ltd.

1.1 Nature of the Organization

Bikanervala is one India’s most prominent families in the business of traditional hospitality
products like sweets and namkeens.

Bikanervala Foods Pvt. Ltd. is an ISO 9001:2000, HACCP and SQF 2000 certified company
with a chain of 88 outlets in India and aboard, serving vegetarian North Indian, South Indian,
Continental, Chinese cuisine and Fast Food along with a vast variety of traditional Indian
sweets and snacks.

Bikanervala is running outlets at Delhi and NCR, Agra, Lucknow, Meerut, Allahabad,
Ahmadabad, Hyderabad and Jalandhar. Currently, it has 18 company-owned and 20 franchise
outlets. The total business generated from franchising stands at 50 per cent.
The USP of Bikanervala is committed to hygiene and standardized quality. It has achieved the
unique distinction of becoming the first Indian company in its category to have been granted
ISO-9001:2008 certificate, an internationally accepted Benchmark in more than 90 countries.
Recently Bikanervala got HACCP certification & SQF quality standard.

Bikano a Packaged Food division of Bikanervala is an international brand of packed Sweets,

Namkeens, Snavks, Papad and Sherbets; all manufactured to the world standards of hygiene
and quality. Bikano prides itself in successfully integrating ultra-modern technology to
manufacture its traditional food products. Our products are quite well known for being healthier
than the other available oily snacks in market because our salty snacks and namkeens are fried
in machines which are programmed by programmable Logic Controllers (PLC). That is why
Bikano packaged products have always been a big hit and growing rapidly among consumers
in both India and abroad.

Today, Bikano's business thrives on consistent quality and constant innovation, following
which the company utilizes modern technology for processing and packaging. This helps the
company to retain original flavor of manufactured products for maximum time period. Our
State-of-the-art canning and packaging technology ensure that the products have longer shelf
life without harming their freshness. The 3-ply laminate packaging extends the shelf life up to
a year and our PLC based FFS machines ensure fully automatic packing without direct hand
touch. There is product weighing system also in place to ensure the weight accuracy for each
pack and their food products like namkeens, sweets, cookies and sherbet have made it the most
preferred in between meal snack all over the world. Bikano has always been in the forefront in
adopting new technology and procedures for its products.

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1.11 History

In 1950, a large family of traditional Halwais (Food Processors) from the famous city of
Bikaner decided to explore business opportunities beyond Rajasthan, its traditional stronghold,
and some of them migrated to Delhi. They brought with them a treasure of traditional recipes
perfected by their forefathers, exotic ingredients and experience in the art of making sweets
and Namkeens.

The beginning was from 'Moti Bazar' of old Delhi. The Delhiwallas relished their Bikaneri
Bhujia and Rasogollas and they fast grew to a regular sweets shop in the historic Chandni
Chowk. Soon the love and affection of Delhiwallas earned them the name 'BIKANERVALA'.
Tradition taste that goes back several generations, recipes that have been handed down as
precious family treasures from one generation to another, a definitive will to bring good taste
to a larger audience and an almost missionary zeal to create an everlasting imprint.

Fifty years ago, two brave sweet makers made the journey from their home town Bikaner to
India’s bustling capital city. They brought with them secrets of sweets making as their capital
and an enthusiasm to present a very different culinary experience to the people who till now
were exposed to very different kind of savories.
They started small with a shop in Old Delhi’s Moti Bazaar. Soon, their unique taste of the
‘Bhujiya’ and ‘Moong Ki Dal ka Halwa’ found many discerning patrons. Their reputation
spread like the lavish aroma of their credible creations and slowly but surely Bikanervala grew
into a name easily recalled and referred for every celebration or even a small snack.

The main ingredient of their success was the untiring work ethic and unwavering commitment
to quality that the family blended so well with their traditional forte. In its own little way,
Bikanervala has contributed to the history of Delhi. Around thirty-two years ago, the introduced
the city to its first, incredible taste of Kaju katli a sweet that is almost for every celebration
now.

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1.12 Geographical Areas of Operation of the Company

The branches of Bikanervala in India Agra, Ahemdabad, Allahabad, Angan, Delhi &
NCR(Chanakyapuri, Chandni Chowk, Connaught Place, ITL Pitampura, Jail Road, Karol
Bagh, Lajpat Nagar, Greater Kailash 2, Naraina, Preet Vihar, Rajouri Garden, Punjabi Bagh,
Ring Road Mall, Noida -18 Greater Noida, Sohna Road, Noida 63, Gurgaon Old, Ghaziabad,
Faridabad, Gurgaon), Gajroula, Haridwar, Hyderabad, Jalandhar, Kundli, Lucknow, Meerut,
Sahibabad, Varanasi, Bhiwadi

Bikanervala has 18 outlets around the world which is in Europe, Asia and American Continent.
Bikanervala, an ISO 9002 company, the plant is built to meet international standards.US (United
States), Canada, UK (United Kingdom), Germany, Australia, UAE, Kuwait, Singapore, Qatar,
Thailand, Hong Kong, Malaysia

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1.2 Vision & Mission

1.21 Company’s Vision

Bikano vision is to promote India and Indian heritage, culture and cuisine worldwide. They are
focusing on customizing Indian food for the Global Market. Good taste takes time to develop.
Exclusive recipes go through subtle evolution to become timeless classics. Tradition melds into
modernity while still keeping its character intact. Bikanervala is the true essence of the coming
together of a grand heritage with innovative energy.

It has taken over half a century of focused growth and driven purpose to transform Bikanervala
from a traditional sweets and snacks maker to a brand universally recognized as a symbol of great
quality and exceptional taste. Packed snacks and food chain. Bikanervala will invest up to Rs 250
crore over three years to open more restaurants and increasing production capacity. ,"

Bikanervala Foods Pvt Ltd CEO Suresh Goel told PTI. "Now they plan to open their restaurants in
other parts of the country. Currently, they are mostly operating in north India. New restaurants will
be mix of company owned and franchised outlets. Every year they will add 10-12 new restaurants."

1.22 Company’s Mission

The company’s mission is to review, recreate and rediscover the trend of healthy eating and
innovate and invent fresh new methods to nourish and delight everyone they serve. Packed snacks
and food chain Bikanervala will invest up to Rs 250 crore over three years to open more restaurants
and increasing production capacity.

"They are expanding very fast and they will invest up to Rs 250 crore by 2015-15 to increase their
production capacity and to open their restaurants," Bikanervala Foods Pvt Ltd CEO Suresh Goel
told PTI. The company will invest up to Rs 150 crore in adding 60 new restaurants spread across
the country. It already has 40 restaurants in India, spread across north India and Ahmedabad and
Hyderabad. The rest, Rs 100 crore, will be utilised in ramping up production capacity at a plant in
Haryana. It will also setup a new plant that is expected to come up in Greater Noida.

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1.3 Concept/Brands & Their Product Range

Bikanervala has three brands or concepts of food. They are as following:

1.31 Bikanervala

The traditional Indian sweet shop cum restaurant, here the customer can find the pleasure & warmth
of traditional Indian sweets, namkeens, chat & snacks and 100% pure Vegetarian multi cuisine
restaurant which is served & delivered with passion and celebration.
Bikanervala concept always has been to innovate and yet maintain the original flavor of traditional
Indian food with primary focus on quality, hygiene and affordability. Customer satisfaction is on
top at Bikanervala. Bikanervala showrooms are located in India, Nepal, and UAE & New Zealand.
Products list under Bikanervala:

A. Desserts

Many Indian sweets or mithai, are fried foods made with sugar, milk or condensed milk. Ingredients
vary by region. Some common Indian sweets and desserts include:
Barfi, Chikki, Gulab jamun, Jalebi, Mysore pak, Kulfi, Kheer, Shrikhand, Maalpuha, Rasgulla,
Sandesh, Kaju Katli, Rabri, Pedha, Kalakand, Chenna.

B. Beverage

A drink or beverages is a kind of liquid which is specifically prepared for human

consumption.There are many types of beverages offered by Bikanerwala. The common beverages
are: Tea, Lassi, Faluda, Coffee, Sharbat, Nimbu Pain, Chaas, Flavored milk, Jal Jeera, Soups.

C. Snack

A snack is a portion of food often smaller than a regular meal, generally eaten between meals.
Snacks come in a variety of forms including packaged and processed foods and items made from
fresh ingredients. The common snacks are: Papdi chat, Paneer tikka, Tikki, Aloo chat, Dhokla,
Samosa, Pakoda, Gol gappa, Dahi Bhalla, Kachori, Soya chap, Fruit chat.

D. Main course

A main course is the featured or primary dish in a meal consisting of several courses. The main
dish is usually the heaviest dish on a menu. The main course dishes are as follow: Dalmakkni,
Dosa, Paneer, Fish Curry, Rajma, Choley, Kadi, Vada pav, Idli sambhar, Biryani, Dum aloo,
Chicken, Chap, Keema, Puri Sabzim, Aloo Gobi.

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E. Chinese & Continental

This cuisine category is most preferable by younger generation so bikanerwala has wide range
of these products under this category which are: Veg. Fried Rice, Veg. Chowmein Veg.
Manchurian, Veg. Choupsey,Chilli Paneer, Chinese Platter, Veg. Burger, Veg. Cheese Burger,
Tomato Soup.

1.4 Size (In Terms of Manpower & Turnover) Of Organisation.

The company has manufacturing unit for mass production (in greater noida and rai(bhawana).
It has 1,40,000 retailers, 1,200 distributors. Bikanervala products are Available in 26 countries.
It has 90 outlets.of Bikano chat café and 55 outlets of Bikanervala ( 4 in dubai, 3 in New
Zealand, 1 in Singapore). In FY 2013, the turnover from packed food was Rs 500 crore, while
restaurants contributed Rs 100 crore.

1.5 ORGANISATION STRUCTURE OF THE COMPANY

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STRENGTH WEAKNESS
i. Good taste i. Less advertisement

ii. Good variety ii. Less availability of brand in many outlets.

iii. The product has good brand awareness and iii. Consumer proximity to retail outlet.
a high-quality image.
iv. Limited number of systems in the head
iv. Good and attractive packing which always office.
attract the people.

OPPORTUNITY THREAT
i. Increase its outlets. i. Competition from Lehar, haldiram and crax.

ii. Launch product for health-conscious people. ii. Competition from other local brands.

iii. By providing proper schemes bikano can iii. Increase in cost of raw material.
increase its supply.
iv. Health consciousness among people.
iv. By providing more profit margin bikano can
increase its supply.

SWOT ANALYSIS

• Strength

The company has High brand recall. It has Strong brand name with rich history of over 60
years. Numerous Bikanervala showrooms serving multiple cuisines along with traditional
sweets and snacks. Number of products like sweet, bakery products, namkeens, chats and other
fast food. It has a strong brand in ‘Bikano’ manufacturing world class packaged namkeens and
sweets. Trusted brand for its quality, hygiene and taste. Strong distribution network making the
products available in India and abroad. Innovation through use of technology in packaging.
Bikano chat cafes present in corporate houses and malls, serving western fast food along with
Indian traditional snacks. The Products available in gift packs making it an ideal gift.

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• Weakness

The company has Limited number of stores and mostly concentrated in North India. It has
Strong competition from the unorganized sector also means limited market share. They head
office not have extra system. They provide less margin to wholesaler & retailer. Marketing of
bikano products are non-appropriate to attract customers. Bikano doesn’t provide credit facility
to their wholesalers as other brands provide to wholesalers. Less concentration on customer
relationship management.

• Opportunities

The company needs to Increase its presence in international markets. Increase its number of
showrooms, Bikano chat cafes and reach out to customers throughout India. Advertise itself on
various platforms. Launch products for health-conscious people like sugar free sweets and
snacks with low trans-fat, etc.

• Threat

The threat to Bikanervala Company is health consciousness amongst people. Increase in cost
of raw materials can cause threat to the company. Inflation causing people to avoid unnecessary
expenditure. Global economic instability and recession can also cause threat to Bikanervala.

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Enterprise Resource Planning (ERP)

ERP system will enable integration of all business processes of Bikanervala through a single
information system. This will help in inter department information sharing, communication
and provide a real time picture of the overall performance of the organization. Information
provided by ERP system will enable management in analytic based planning, formulation
and execution of business strategies. Three major areas are identified for ERP implementation
in BIKANERVALA Pvt. Ltd.

A. Project Management

It deals with Project Management. BIKANERVALA Pvt. Ltd. executes various types of
projects through Strategic Business Units (SBU) operating from corporate office, regional
project and inspection office. Activities carried out by these SBUs can be classified, as those
related to Projects and others such as training, manpower/resource planning, corporate
reporting, MIS etc.

B. Financial Management

It deals with the activities of Finance and Accounts division. In addition to accounting, areas
like vendor management, project accounting, audit trail, regulatory compliance, treasury
management, risk management, planning and financial reporting etc. are aimed to be achieved
with ERP.

C. Human Resource Management

It deals with activities related to Human Resource including corporate services. Aspects like
recruitment, promotions, employee grievances, talent management, administrative areas and
corporate services like legal, vigilance, Library and company secretarial functions etc. are to
be covered with ERP.

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Functional Area Analysis: Marketing

❖ Product Planning Process

Product planning process is the ongoing process of identifying and articulating market
requirements that define a product’s feature set. Product planning serves as the basis for
decisions about price, distribution and promotion. Additionally, a small company must have
an exit strategy for its production case the product doesn’t sell. Product planning entails
managing the product throughout its life using various marketing strategies, including product
extensions or improvements, increased distribution, price changes and promotions.

1. Product Development

Categories of the products are as follows:

• Charts and Snacks
• Namkeens
• Syrups
• Sweets
• Bakery
• Gift Items

Several Marketing, Promotional and Selling activities are being undertaken by departments
for a successful development of products. Bikanervala works very hard on its product
development with all the activities mentioned below:

Sensory Activities:

Bikanervala conduct sensory activities every month of its products and take a step ahead
for the development of products on the basis of the performance of the product with the
competitor’s products.

Print:

Magazines and newspapers Advertisement of own expenses and collaboration with

alliances & companies.

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Online:

Facebook, online website, and other facilities online help in online marketing of product
which helps in product development.

Road shows:

By conducting Road shows, samples distribution, discounts, promotional offers on spot,

product development is being done.

2. Product Line of the Company

Bikanervala has 5 different product line which are as follows:

• Bikanervala
• Bikano
• Bikano Chat Café
• Angan
• Bikanervala Boutique Hotel

3. Popular Markets Where Product is Sold

North India, Singapore, London, Middle East countries Bikano product is much demanded
and has a big sales records as the company is growing at 200% in past two years.

4. Major Competitor in Market

• Haldirams
• Lehar
• Kurkure
• Bikaji

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❖ Pricing Policies and Strategies

There are many ways to present the 'price' for a product or service to the customer. Some of
the well- known methods are described below:

• Target profit: Target profit is based on the previous records of profit and growth of the
company & market.

• Perceived value: Pricing decisions are being taken on the basis of Haldiram’s pricing
strategies by regular comparison of MRP of products.

• Bundled pricing is done that combines multiple products under one price like Assorted
Papad, Gift packs, Dispensers, combos, etc.

• Psychological pricing is done in various outlets, shopping malls, super markets like Big
bazaar, Reliance fresh, More, Fair price. For e.g., 3 Namkeens or Snacks pack at Rs.49/-

❖ Promotion

1. Components of Promotion Mix

The various components of promotion mix of bikanervala are Advertising which includes
Advertising media, e.g. Radio, print media. Sales promotion such as discounts, sales etc.,
Personal selling and Public relations.

2. Budget Allocation for promotional activities

Marketing department is given a fund for its marketing practices every year. Rs. 98, 00,000
was provided for the year 2014-15. A budget is prepared by the experts and is allocated on
the channels of marketing the best way for getting the best results. For eg. Bikanervala
spent 7 lakhs on Radio advertising & promotion activities in 2014-15.

❖ Channel Management

Bikanervala has a strong distribution management in India & Abroad. It deals with 1200
Distributors, 1, 40,000 Retailers; Bikanervala has 55 Bikanervala outlets, Bikano chat café
90 outlets.

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Problem Area Analysis and Solution: Present Recessionary Trend
In The Industry

Global rating agency Moody's Investors Service last week cut India's outlook from 'stable' to
'negative'. It warned that the Indian economy could be heading for a debt trap and recessionary
phase, adding that the ongoing credit crunch among non-bank financial institutions is unlikely
to be resolved quickly. The government vehemently opposed this view, adding that India, one
among the fastest growing major economies in the world, has strong fundamentals.

It is true that the Indian economy is not doing that bad. In fact, IMF, in their latest World
Economic Outlook, has pegged India's growth at 6.1 percent in 2019 and up to 7 percent in
2020. Fitch Ratings and S&P Global Ratings still hold India's outlook at 'stable'. It is also
noteworthy that several reforms have consistently been undertaken along with policy measures
in response to the global slowdown. The Centre adds that inflation is also under check. It seems
the economy has hit the bottom already and now is the time for a recovery.

But complacency can be dangerous. A heat-map prepared by CEIC and Nomura Global
Economics has found most of our macroeconomic data -- passenger vehicles, two-wheeler,
tractors, LCV and HCV sales, etc. -- slipping into the red since first quarter of the current fiscal.
Meanwhile, more recently, a survey shows that the business confidence index of the country
declined by 15.3 percent during the August-October quarter. These developments are not at all
encouraging.

Now, let's look at latest IIP figures. In September, industrial production declined (-) 4.3 per
cent, shrinking to the lowest level in eight years. All three broad based sectors of capital goods
production, consumer durables, and infrastructure and construction goods contracted. This data
is discouraging. Only recently, the IHS Markit India PMI index had fallen to a two-year low
of 50.6 in October, and now the IIP data has further raised pessimism. Our policy makers must
not turn a blind eye to these negative trends.

As a result, following problems will Bikanervala have to face;

• Low industrial production.
• Low demand for goods.
• Low income.
• Low spending.

Thus, spending on sweets and related items will also decline. Bikanervala will have to re do its
product offering in Quick Service Restaurants (QSR).

The above mentioned, problem can be solved with BLUE OCEAN Strategy.

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BLUE OCEAN STRATEGY

Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new
market space and create new demand. It is about creating and capturing uncontested market
space, thereby making the competition irrelevant. It is based on the view that market boundaries
and industry structure are not a given and can be reconstructed by the actions and beliefs of
industry players.

Blue oceans, in contrast, denote all the industries not in existence today – the unknown market
space, untainted by competition. In blue oceans, demand is created rather than fought over.
There is ample opportunity for growth that is both profitable and rapid.

In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. A
blue ocean is an analogy to describe the wider, deeper potential to be found in unexplored
market space. A blue ocean is vast, deep, and powerful in terms of profitable growth.

FOUR FORCES FRAMEWORK

The Blue Ocean Strategy works on the 4 forces framework mentioned below;

1. Raise: Which factors to be raised above the industry’s standard?

2. Eliminate: Which factors that the industry has long competed should be eliminated?

3. Create: Which factors to be created that the industry has never offered?

4. Reduce: Which factors to be reduced well below the industry standard?

The above-mentioned framework can be put into the Bikanervala so that the company can
overcome the recessionary problem of in the industry.

In following ways, the strategy can be put into the Bikanervala;

1. Raise: In store experience above the industry standards, Indian theme parties and
corporate meetings.

Bikanervala is a well-known brand for the sweets and namkeen based on Indian culture
of Rajasthan, so bringing in customized Indian theme will let Bikanervala ensure that
the customer is buying from them.

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2. Eliminate: Remove those products from the product line which are not doing well as
well as those which are expensive as the demand for the same will reduce during
recession.

Bikanervala has a numerous product in the product line. When I visited one of the
outlets in Greater Noida, I could find that all the products which are displayed were not
generating revenue except few. Bikanervala can do one thing that remove the products
which are not frequently bought so that space can be increased for other products which
will add value to the company.

By increasing space, it can make more payment counters to avoid crowed at one
counter.

3. Create: Create Indian theme and feel.

Bikanervala should create high end Indian themed restaurants to attract more and more
customers.
It can add to the store Mehandi Artists and Vedic Astrology Counters.
Recreate the destination for families on weekends and for corporate tie ups and
meetings on weekdays.

4. Reduce: Home delivery vertical to make use of the retail space of QSR.

Bikanervala can start giving home deliveries so that the retail space can be used in an
effective and efficient manner.

The above-mentioned concept can be applied in stores in India as well as abroad.

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Conclusion

Bikanervala has become a good brand name and people are now aware of it.
As from its inception Bikanervala focuses more on its product development. Several
Marketing, promotional and selling activities are being undertaken for successful product
development. Bikanervala works very hard on its product development with all of these
activities:

For promotional activities it uses radio, print media and sales promotion which includes
providing discounts, sales etc., personal selling and public relation are also conducted. It has a
separate budget for its marketing activities for each year which is been set by the experts.

For its Pricing strategy it uses MRP of other rivalry products to compare with.
It has a good distribution network of its product in India and abroad also.

For fighting back recession it can employee Blue Ocean Strategy so that the sales won’t go
down in that period.

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BIBLIOGRAPHY

www.bikanervala.com
www.google.com

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