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Godrej Group GODREJ GROUP Company Background operations, as shown in the figure below. The Godrej Group was established in 1897 by The Godrej Group Revenue Break-up: 2005-06 Ardeshir Godrej. Headquartered at Mumbai in India, the group is headed by Adi Godrej, the Chairman of the group.The Godrej Group is one of the oldest and largest engineering and consumer products groups in India. It is involved in the businesses of 85% consumer products, office equipment, consumer appliances, chemicals, agri products, security 15% equipment, office automation, industrial products, storage solutions, precision equipment, construction, furniture, automated warehousing, process equipment, machine tools and material handling. Domestic Markets Source: OneSource International Markets (Press Trust of India, 23 June 2006) Apart from India, the Godrej Group has operations in the USA, the UK, Singapore, Malaysia, Oman, the UAE, Nepal, Sri Lanka, Bangladesh, South Africa, Vietnam, China and Romania. Currently, Godrej Godrej in the UAE products are available across the Middle East, Godrej has been exporting its products to the UAE Africa, South East Asia, Europe, North America market for the past 30 years. Godrej and Boyce, and the SAARC countries. In order to cater to one of the premier companies of the Godrej the increasing demand from the overseas market, Group, has set up its own establishment, Godrej the group has set up manufacturing facilities in Global Mid East FZE , at the Sharjah Airport Oman, Singapore, Malaysia and Vietnam. International Free (SAIF) Zone in 2002.This establishment oversees the entire operations The Godrej Group registered total sales of of Godrej and Boyce in the Middle East. approximately US$ 1.3 billion in the financial year ending 31 March 2006 (FY06).The group employs Godrej products are offered in the UAE through a workforce of approximately 23,000 personnel. seven divisions of Godrej and Boyce, which include the Security Equipment Division, the Furniture & Godrej in the Arab World Interiors Group, the Storage Solutions Group, the Material Handling Equipment Division, the Locks The Godrej Group generated approximately Division, the Precision Equipment Division and the 15 per cent of its total revenue from overseas Prima Division.The company also plans to 24 introduce its appliances division in the UAE. also supplied 42 Strong Room doors to the Gold Godrej Agrovet, one of the companies of the Soukh in Sharjah. It has also received a large order Godrej Group focusing on the agricultural sector, for furniture and storage solutions from the has acquired controlling stakes in Al-Rahaba, a National Guard of Saudi Arabia.The precision company that runs broiler farms in the UAE. engineering department of Godrej received large orders from Kuwait and Qatar worth nearly Godrej in Oman US$ 6 million.Thus, the company's focus on Godrej and Boyce, along with the Khimji Group of quality and cost has propelled the success of Oman, has set up a manufacturing unit in Oman to Godrej in the Middle East. manufacture furniture and other products. Streamlined Distribution and Supply Chain Godrej (Malaysia) Sdn. Bhd. and Godrej (Singapore) Godrej also owes its success in the Middle East to Private Limited, subsidiary companies of the Godrej its supply chain management system. Its structured Group have established an associate company in supply chain ensures the timely delivery of Godrej the Sultanate of Oman, which manufactures the stocks to its distributors in India and abroad, following range of products - steel office furniture, thereby minimising inventories. In this system, shelving systems, security equipment and custom- Godrej continuously tracks the sales of its products built steel fabrications.These products are at the distributor level and replenishes stocks exported to various regions in the Middle East. whenever the demand from a particular distributor increases.This enables the group to respond Godrej in Other Arab Countries quickly to global market fluctuations. Godrej Consumer Products Limited, a premier company of the Godrej Group and a major FMCG Future Plans player in India, exports its products to Bahrain, Kuwait, Oman, Qatar, Iraq, Saudi Arabia, the UAE, Focus on Growth in the Middle East Sudan,Yemen and Egypt in the Middle East. Godrej The Middle East region offers tremendous potential Sara Lee, a joint venture with Sara Lee for business growth.This is because of the new International, also exports its products to a lot of projects set to begin in the UAE, re-export these countries and is the market leader in Yemen opportunities, and the reconstruction work being with the Jet brand. carried out in Iraq. Pursuing its vision statement - 'Godrej in every home and workplace' - the Godrej Success Factors Group plans to expand its product offerings in the Middle East market. Godrej plans to launch new Focus on Quality and Cost products in this region that are suitable for Godrej attributes its success in the Middle East domestic and commercial purposes. to its focus on quality, innovative designs and world class manufacturing facilities, which enables the Godrej also plans to expand its marketing and company to offer competitively priced products distribution network in the Middle East to offer to its consumers. Godrej safes account for its products across the UAE, Kuwait, Oman, Qatar, approximately 35 per cent of the market share Saudi Arabia and Yemen. in the UAE and are widely used in jewellery shops. Its steel storage products line occupies an estimated 20-per cent market share. Godrej has 25 Focus on Inorganic Growth in the FMCG Segment Godrej Consumer Products Limited, a Godrej Group company, has recently acquired Keyline Brands Limited, a UK-based FMCG company that owns brands such as Erasmic and Cuticura.The Godrej Group now plans to launch the Cuticura brand in the UAE, as it foresees a substantial demand for this brand. Godrej is also looking at expansion in the following consumer product segments in the Middle East - hair care, skin care, detergents, oral care, soaps and toiletries, edible oils, fruit drinks, and household insecticides. It has also recently completed the acquisition of Rapidol, a hair colour company in South Africa that focuses on ethnic hair care. The Godrej Group is scouting for the acquisition of companies with good brand value in the Middle East, particularly in Egypt , in order to diversify in the FMCG sector. Godrej has already invested over US$ 87 million in acquisitions and is now targeting acquisitions of larger scales. Brand Building The Godrej Group has hired Interbrand, a brand value management consultancy firm, to reinforce the Godrej brand in the group's various business offerings such as FMCG, durables, property, etc. The group has initiated this brand-building with a view to position itself as an international brand in the global market, and to attract a wider set of customers. Currently, nearly 15 per cent of the group's revenues are generated from international operations; however, the group aims to achieve nearly 50 per cent of its total revenues from its international business operations in the future. 26.
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