International Conference on Management and Information Systems September 22-24, 2013

Indian Brands Striving to Make Comeback

Rhizu Krishna Misra [email protected] Sinhgad Institute of Business Management,

Once a brand achieves a lot of success in the market and becomes a star, what makes it to lose its sheen? How the once the star brand strive to make a successful come back. This article seeks to explore and answer why a successful brand of the past Afghan Snow and Paan Pasand lost their market share and how they are developing to make the comeback in the one of the rapidly growing market of the Globe i.e. . Brand Managers may find the factors responsible for fading of this shining star useful while estimating their own brands for any possible threats.

Keywords: Brand Revival, Brand Failure, Brand Promotion

1. Introduction The name India reminds us of the vibrancy different culture, different religions, different people, different caste, and different festivals and different believes in different states. In a nutshell we can say Unity in Diversity. But the country has vast history and looking India in the 19th century it can be divided into two categories first Pre-Republic Era and Post-Republic Era. Second category in Post-Republic era can be Pre-economic liberalization Era and Post- economic liberalization era. Pre-Republic era the Indian Economy was based more on agriculture and manufacturing. In Post- Republic era economy was shifting from agriculture to manufacturing and services. The industries in this era were mainly dominated by the public sector unit and few private players. Very few players were competing at the global level. This was the pre-liberalization era. After 1991 Indian economy was liberalized to the foreign player. Licensing raj had gone and manufactures were given freedom to produce and increase their production capacity. This led to more intense competition which in turn became beneficial to the customers. As the result product quality had improved at the more economical prices. This competition brings in benefits to customer but forced few firm to struggle for their survival reminding the theory of “Survival of the fittest”.

2. Ravalgaon Paan Pasand ''Paan ka Swad, Ghazab ki Mithaas” In the year 1986 an advertisement was aired in which the actor says the dialogue in angry mood and then after having Paan Pasand the same dialogue was repeated in a mild tone. This advertisement became the talk of the town. Everybody use to say the dialogue twice once in anger tone and then in mild tone. The product had broken the conventional line of thought by introducing the candy for adults.

3. About the Company The Ravalgaon Sugar Farm Ltd. is one of the leading houses in the Indian Sugar and Confectionery industry with an annual Sales Turnover of INR 1024 million (US $ 22 million). The Ravalgaon Sugar Farm was incorporated in 1933 as part of the Walchand Group but operates independently today. The Confectionery Division was started in 1942. Ravalgaon is a household name in India and has been very popular in creating sweets with an "ethnic flavour". Mango Mood (with natural mango pulp), Paan Pasand Gold, Kokonut (grated coconut), Cherries (fruit flavors) are the few famous brands. The Company's registered office and manufacturing facilities are situated in Ravalgaon, in the Nasik district of .

4. About the Founder Mr. Seth Walchand Hirachand In 1923, Mr. Seth Walchand Hirachand, an ambitious industrialist, arrived in Ravalgaon with the belief that India could improve its economic condition and free itself of colonial exploitation if it developed its own industries using modern technology. He realized that agriculture, India‟s single largest industry, would have to partake in this revolution. He bought 1,500 acres of barren land and set about clearing it of rocks and stones, replacing them with fertile soil. He engaged the services of experienced agriculturists, chemists and engineers. After a decade of persistence, he developed sugarcane in the region and erected one of India‟s first sugar mills. Around this mill rose a township that provided healthcare, education and employment to an otherwise remote, rural community.

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Mr. Seth Walchand earned his stripes in construction, taking on some of the most challenging projects at the time. Those early successes laid the foundations for the Hindustan Construction Company, which today includes amongst its many accomplishments the Bandra-Worli Sea Link in Mumbai and the model township of Lavasa near Pune, and the Indian Hume Pipe Limited. Another of his ambitions was to see ships, planes and cars being built in India by its own people. He set up Hindustan Aircraft Company in 1940 and a shipyard in 1946 in Vishakhapatnam. Both of these were deemed so strategically important that they were later nationalized and renamed Hindustan Aeronautics Limited and Hindustan Shipyard Limited, respectively. The Premier Automobiles Limited rolled out its first trucks and cars in 1947, the year of India‟s independence. Even today the ubiquitous and iconic Premier Padmani, or Fiat, dots the streets of Mumbai as yellow-roofed taxis.

5. Confectionery Division The Confectionery Division makes hard-boiled sweets and toffees under the Ravalgaon brand. Innovative and timeless products, including Paan Pasand, Mango Mood, Cheery and many others, are marketed throughout India, and are available in traditional and modern trade retail outlets. The state-of-the-art factory has multiple high-speed cooking, forming and packaging lines for hard-boiled sweets and toffees. Hard-boiled sweets are die-formed, with the option of soft center fillings. They are wrapped using double- twist, single-twist and flow pack (pillow pouch) techniques. Toffees are cut and wrapped with double-twist wrapping.

6. Brand Paan Pasand Origin and history of Mouth Freshener Mouth Freshener is being used in India since pre-Harappan period (circa 3000-1500 BC) with the name of “M ukhwas”. It was used after meal for freshening mouth and breath as well as for digestion. It has been mentioned in Sanskrit as Mukhwas, in which “Mukh” means mouth and “Was” means smell. Mouth Freshener is usually taken after the meal to fresh the mouth as well as breath. Apart from this, Indian mouth freshener is being used as a digestive aid. When you chew mouth freshener, it releases the saliva, which is helpful in digesting the food. Paan (Tambool in Sanskrit and Betel leaf in English) had been accepted as the best Mouth Freshener after the meal. This quality of Paan might have forced the Ravalgaon‟s Paan Pasand quality team in the year 1980 to come up with product under this category which was for adult in a candy shape. The product had a flavour of mint finish to it.

7. Paan Pasand in Pre Economic Liberalization Era in India The product was leader in the market during that era (1981-1990) because of the following reasons: Uniqueness of the product: The product had the flavour of Paan in candy form and for the adults. Advertisement of the Product: The advertisement was conceptualized by Mr. Gopi Kukde a veteran of the Indian advertising industry. The advertisement didn‟t take much time to become the talk of the town. Few players in the market: In pre-liberalization era there were restrictions for the Multi-National Companies to enter the Indian market. The major players were the Indian manufacturers only in the confectionery sector.

8. Losing Ground (Post economic liberalization era in India) Once the markets were open for the MNC‟s the struggle for the Indian brand started. The reasons for the struggle were as follows: Major Player in the Confectionery Segment: 1. Cadbury India Ltd., is the largest manufacturer of chocolate, confectionery and malted food products. 2. Nestle India Ltd., is a manufacturer and marketer of coffee, tea, malted beverages, instant baby cereals & foods, milk products, chocolates and confectionery, instant foods and culinary products. 3. Lotte India Corporation Ltd., is primarily a manufacturer and marketer of sugar boiled confectionery, cocoa and milk based toffees, candies and mints. 4. Nutrine Confectionery Co. Pvt. Ltd., is a manufacturer and marketer of sugar boiled confectionery, cocoa & milk based toffees, candies, éclairs and fruit bars. 5. Candico India Ltd., is a manufacturer and marketer of sugar boiled confectionery, candies, gums, mints and toffees. They are also the largest contract manufacturer for various Indian and overseas confectionery companies. 6. Perfetti Van Melle India Ltd., is a manufacturer and marketer of sugar based confectionery and is a leader in the candy and gum segments of the confectionery market.

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7. Parle Products Pvt. Ltd., is a manufacturer and marketer of cookies, sugar boiled confectionery, and cocoa and milk based toffees. 8. Wrigley India Pvt. Ltd., is a manufacturer and marketer of chewing gum (Wrigley brands) and sugar based confectionery, bubble gum, chewing gum and candy (Joy co brands). 9. GCMMF (Gujarat Cooperative Milk Marketing Federation), is India's largest food products marketing organization and manufacturer of milk and milk products, ice creams, chocolate and confectionery, and ready to eat products. 10. ITC Foods, a division of ITC Ltd. made a foray in the confectionery market in year 2002. 11. Hindustan Lever Ltd., India‟s leading FMGC Company, has a presence in the confectionery market since 2001. 12. The CAMPCO (Central Arecanut and Cocoa Marketing and Processing Co-operative Ltd.) Ltd., is a leading processor of cocoa and cocoa based industrial products and has a small presence in the branded chocolate sector. 13. Lotus Chocolates Co. Ltd., is another processor of cocoa and cocoa based industrial products with a small presence in the branded chocolate sector. (As per the survey done by Pomar International for National Confectioners Association year 2005) If we go through the above list the name of the Ravalgaon has not been mentioned. The players mentioned in the above list many not be the in the direct competition with the brand Paan Pasand but they are in the confectionary segment which reveals the preference of the today‟s consumer. Limited presence: The product Paan Pasand is mainly present in West, South and till Madhya Pradesh in North. The brand has the approximate market share of 3%- 5% all across India. Competition: As the product target market are the adults. Under the distribution channel for the product also comes the Paan shop. As these shops are controlled by the ITC they had introduced Candy man toffee which these shopkeepers have to keep.  Another competitor is Perfetti Van Melle all the Mint flavour candies.  DS group Pass-Pass, has also come up as a strong brand in the mouth freshener category.  Apart from this there are many players from the unorganized sector in the mouth freshener category. Frail distribution network: To be successful in Indian market one must ensure that it should have a strong distribution network. The two very successful Indian brands which are giving tough competition to the MNC‟s are Parle Product Private Limited and Marico India Private India Limited. As told by the internal sources the Ravalgaon distribution system is not so strong and they are working upon it. Survey Result – Table 1: Gender Analysis

Gender

Frequency Percent Valid Percent Cumulative Percent

Male 34 68.0 68.0 68.0

Valid Female 16 32.0 32.0 100.0

Total 50 100.0 100.0 Figure 1

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Table 2: Awareness Among the Customer

Awareness

Frequency Percent Valid Percent Cumulative Percent

Yes 45 90.0 90.0 90.0

Valid No 5 10.0 10.0 100.0

Total 50 100.0 100.0

Figure 2

Table 3: Satisfaction Level of the Existing Customers

Satisfaction

Frequency Percent Valid Percent Cumulative Percent

Strongly satisfied 11 22.0 22.0 22.0

Satisfied 20 40.0 40.0 62.0

Undecided 12 24.0 24.0 86.0 Valid Dissatisfied 5 10.0 10.0 96.0

Strongly dissatisfied 2 4.0 4.0 100.0

Total 50 100.0 100.0 Figure 3

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Table 4: USP of the brand

USP

Frequency Percent Valid Percent Cumulative Percent

Colour 13 26.0 26.0 26.0

Flavour 18 36.0 36.0 62.0

Valid Mint Finishing 14 28.0 28.0 90.0

Advertisement of the brand 5 10.0 10.0 100.0

Total 50 100.0 100.0

Figure 4

Table 5: Reason for the consumption of the brand

Consumption

Frequency Percent Valid Percent Cumulative Percent

Mouth Freshener 28 56.0 56.0 56.0

After meal digestive 14 28.0 28.0 84.0 Valid Other 8 16.0 16.0 100.0

Total 50 100.0 100.0 Figure 5

Suggestion from the customers: customers had given the suggestion regarding the changes can be made in the product. Many had suggested changing the package and size of the candy. Some had suggested the change in the

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International Conference on Management and Information Systems September 22-24, 2013 taste in more favour to the flavour than the sweetener. Other suggestions were related to advertising. Few of the suggestions given by the respondents had been shared below: 1. Better quality product and packaging. At times the lozenges have raw content stuck to them making them quite unpalatable. 2. Airtight packaging of lozenges. 3. Should be more taste of flavor. It had been sweeter more than flavored. 4. Make it less sugary & more paan like taste. Outside India very few things revive out taste buds & Paan Pasand is one of them. 5. Size should be little larger. 6. Introduce tik - tik style packaging. 7. There should be more advertisement of the product, as now a day, this is less found in market. The packaging of the product should be more attractive. 8. Another strong punch-line. Strategies for the Brand Repositioning: The brand has the long held heritage upon which it can make a comeback. In past many brand like Voltas, Godrej, Boroline etc. had made a successful revival. Few of the strategies which had been implemented by the brand Paan Pasand are as follows:

9. Improving Brand Image Attract new customers: The brand has lost it touch with the target market i.e. (25-45). They tried to promote the brand targeting this segment as they are already aware about the brand and it would be easy to convince them. Balancing new and old target markets: The brand repositioning strategies should ensure that both the existing customers and new customers are being taken care. As the target market of late eighties has now become older and the children during that era have become the target market for the brand. So keeping this fact in mind the firm has undertaken various promotional activities in colleges and institutes where they are easily reaching to the old target market that is parents of the college going student who where the target market of the firm in 1980-1990.

10. Distribution Strategy As mentioned earlier the brand is struggling on the distribution network. Following are the measures which brand is planning to take under consideration for the new distribution network: Multiple Placements: In India purchasing of household items from pop n mom store is more popular than the purchasing from the mall. Paan Pasand is easily available in these stores. They are also looking to make their presence in the hypermarkets and malls. New distribution outlets: The firm is looking for the strong distributors and dealers in other states to have new distribution outlets. Ensure that the brand compares favourably with others: Now the brand has many competitors in the same category so before placing the brand the management wants to ensure that the brand has the positive brand image among its target customer.

11. After Sales Support The firm has strong customer care center which can be accessed through the telephone, through mail and they have dedicated staff to take care of their customer‟s complaint.

12. Achievements and Promotions of the Brand The firm is proud to claim that it‟s an ISO 22000 Company as per the HAACP standards and they got renewed it in 2012. The firm has taken up the following promotional activities: 1. McCann Expo 2. Ravalgaon Posh Mela 3. Marathon Miles for meaning (Parichaya event at Dwarkadas J. Sanghvi College of Engineering, Mumbai). They do have the global presence in the countries like North America, Australia, Middle East and .

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13. Afghan Snow Cream- A Star Loosing it’s Sheen History of the organization The brand Afghan Snow cream is the product owned by the Patanwala Private Limited. The organization was established by Mr. E.S.Patanwala in 1908. About Mr. E.S. Patanwala A young man by the name of Mr. E.S. Patanwala set foot in Bombay in the early 20th century leaving his humble home in Jhalra Patan, a small principality in Rajputana (Current day state of Rajasthan state). He found a job with a perfumer and picked up the rudiments of blending perfumes. Astute work, sincerity, honesty, diligence and good fortune paved the way for the start of a new business. He started manufacturing hair oil called "Otto Duniya" and over time i.e. became quite successful. Very soon he started his own laboratory and office in Bombay. He established Messrs E.S. Patanwala in 1909 and started selling oils and perfumes, some of which were imported. With growing expertise, his perfumes and oils grew in popularity. His creations gradually drew patronage from the English gentry and princes of India. Maharaja Jhalawar, Maharaja Patiala, Maharaja Gwalior and Maharaja Kota became a part of his choice patrons. Ambitious for greater success led him through and in spite of a rudimentary knowledge of English; he established contact with the largest maker of aromatic chemicals in the world, Leon Givaudan of Switzerland. With their training and guidance he developed a face cream that was to become a household word for skin care in India. During his struggling days he met with Mr. Khan Bahdur Ismile well known stationer from Madhya Pradesh. Mr. Ismile helped him during his career growing days. Later this friendship had grown to family relationship.

Making of the Afghan Snow Cream: Mr. Patanwala came to India with the formula for the cream as well as for the perfumes. The bottle for the cream was imported from and labels from Japan. His Majesty King Zahir of Afghanistan convened an audience with Mr. E.S. Patanwala along with a few other select entrepreneurs on his visit to India. The king was presented a hamper with all E.S. Patanwala products; in it was a jar of pearly white cream without any name. When King saw the cream he remarked that the cream reminds him of the Snow of Afghanistan. Mr. Patanwala asked if the cream can be named as “Afghan Snow” to which King contentedly agreed. This cream was introduced in 1919. "Afghan Snow" thus became India's first beauty cream and is now the first beauty cream to be awarded the ISI mark by the Bureau of India standards (BIS), which is recognition of its impeccable quality standards. Even its new products like "Classic Afghan Snow" and "Afghan Herbal Winter Cream" have been awarded the prestigious ISI Mark. In initial packing it was written by the appointment of the King of Afghanistan and the King of Jhalawar until India become independent. At the age of 52 Mr. E. S. Patanwala passed away and his son Mr. Fakhrudin Patanwala took over the business.

14. Performance of the Brand till 1980 USP of the Afghan Snow The brand completed its 90 year in 2009. The quality of the cream will not change even kept for two years. The cream was developed by keeping in mind the climatic conditions of the country. Challenge faced by the Afghan Snow The fake cream was also sold. The hub for manufacturing for fake cream was Delhi. Organization had received the testimony from its customer for over stating on the packaging. In response to the customer complaints the original product was send to him and then they used to get the appreciation from the customer about the product. Promotion done by Afghan Snow Afghan snow is a brand which had been endorsed by our Father of Nation Mr. Mahatma Gandhi. During Swadeshi movement the cream got listed in the foreign product category to be boycotted. As the bottle and the label were imported it gave the impression of the imported product. Mr. E.S. Patanwala contacted Mahatma Gandhi through letter and personally inform about how the product is wholly an Indian product as it is begin manufactured in Byculla near Victoria Garden in Mumbai only. The Mr. Mahatma Gandhi wrote in his newspaper that we boycotted the product but it is wholly Indian product and we appreciate that such a nice product is from India and I endorse the product. Mr. Johnny Norman an Anglo Indian was the person behind the promotion of the brand. Afghan Snow sponsored ‘Patanwala Ball’ a yearly event which was conducted at the Green‟s hotel three star hotel, which was the part of the Taj Mahal hotel.

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In ‘Patanwala Ball’ the elite class people used to come. Some of the top artist used to perform. Like Ms. Sitara Dev i performed Kathak, Mr. Raj Kapoor and Ms. Nargis. The „Patanwala ball’ use to be conducted in the metros in those days. One of the reasons for choosing the metro, was the kind of gathering would be found in these cities only. Controversy related to the Patanwala ball Mr. Johnny Norman once hired Bombay Airport for organizing the Patanwala ball there. It created the controversy as how can an Airport are given on the rent for a ball. The question was raised in the assembly also. Mr. Ibhram Patanwala sacked Mr. Johnny Norman who was later hired by Akbar Ally‟s. Akbar Ally‟s pioneered the concept of departmental store in Bombay. Other Promotion First Miss India concert was sponsored by the Afghan Snow in 1952. Ms. Indrani Rehman was the winner of the event.

They also sponsored Ms. Persis Khambatta who later acted in the movie called . Few of the famous personalities sponsored by Afghan Snow were Ms. Tanguturi Suryakumari (actress and singer), Ms. Yashodhara Katju (actress and comedian). Till 1975 Patanwala were the sponsor for Indian Navy Ms. Navy concert. Later with the advent of the television media advertising the management found that promoting the brand through television was not able to reap the sales that were expected. Although print media advertising was on but Afghan Snow lied low on the advertising through television media.

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Present scenario of the brand The brand was holding the vast market share till early eighties. With the more cosmetic products being launched and due to liberalization which gave easy entry to the MNCs competition became tough. The brand lost on its market share so much that now it is coming under the category of winter care cream. The winter care cream category has just the 13% share in the entire range of the cosmetic product category. Major share has been held by fairness cream.

15. Learning from the Brand Stiff Competition: During pre-liberalization era there were three famous face cream Lakme (then with Tata group now with Hindustan Unilever Ltd.), Hazeline snow (then with Burroughs Wellcome, now GlaxoSmithKline) and Afghan snow. Tata joined in the market by the brand named Lakme under this category in year 1952. Later in 1977 Ponds was introduced by Ponds India Limited. In late eighties Afghan snow was losing its market share to Lakme and Ponds and also other brands like Emami (of EMAMI Group) and Vicco (of VICCO Laboratories) had already established their feet in the market. Competition became stiffer when Hindustan Unilever Ltd. bought Lakme in 1996 and Ponds in 1998 respectively. The brand Afghan snow is still there but the market share is now in single digit while once it had lions share in this product category. Non-alignment with the target market: As the target market of the brand matured so the brand was not repositioned. Low on television advertising: Organization was going economical on advertising through television media which hit the brand adversely. Other brands whether Indian or foreign did not ignored this option. They continued to advertise through both media that is television and print media both. No product line extension: There wasn‟t any product line extension done for the brand. While there were many option available to the customers according to the weather, age, type of skin and usage as per the hour in the day. All this leads the brand to become abate. The organization has now decided to let the brand die and would not revive the brand. The reasons for not reviving the brand as given by Mr. Firoz Patanwala were: The brand had name starting with Afghan which reminds us of the country named Afghanistan which is in these is downright associated with terrorism. In the brand name the word Aids also come which now these days does not have good association with it.

16. New Journey of the Organization- Petals Since the cosmetic segment is already flooded with many brands and product category. The firm has decided to come up with altogether new range of the product under the brand name Petals. It would have herbal soaps, creams and other toiletries. They had already launched the brand in Western India. As per the surveys and report Indian urban customer is changing very fast in its taste and preference. Indians are now ready to loosen the purse strings on travelling as discussed in the article in the Economic Times. Petals had been placed in the various Hotels and Resorts as there the target market for the product would be easily available. They are tying up with various spa and beauty parlors to use their herbal product.

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Firm has taken the conscious decision of not spending much on advertising and promotion but to pass on the incentive to the distributors and dealers. Product is available in the mom-and-pop store, grocery store and medical stores. They are going in the phased manner, depending on the response they would grow gradually. The firm would not spend much on promotion while they would give benefits to the dealers and distributors of the product.

17. Conclusion The brand under the study enjoyed great success when the environment was more protective (pre-liberalization), was relatively clutter-free and consumers were more receptive to marketing communication. These brands are striving to make a comeback the scope of success of these brands in the present scenario would be limited by the competition and distribution. As from the survey conducted for the brand recall for Paan Pasand it was found that the brand still mentally exists among the customer and consumers. The study related to the Afghan snow was primarily the secondary study and it emphasized more on the reasons for the failure of the brand and the firm has chosen to make a comeback by developing new brand. These brands are striving for survival, but it has a long way to go. Limitation of the Study: Data for the period before eighties was not able available as told by the official sources of the Patanwala Private Limited. They had lost entire data in the fire. Ravalgaon was not ready to share the sales data from 1980-1990 due to company policy. Relevant data before 1980 related to the market share of the products was not available.

18. References Books 1. Aaker, D.A. (2002). Building Strong Brands. London, Simon & Schuster. 2. Aaker, D.A. (2004). Brand Portfolio Strategy. London, Free Press/ Simon & Schuster. 3. Beri, G.C. (1985). Marketing Research. Delhi, Tata McGraw Hill. 4. Bhasin, M.L. (2001). Cases in Marketing Management. Noida, Vanity Books. 5. David, O. (1983). Marketing and Advertising. London, Kogan Page. 6. Indian Express Newspapers (Bombay) Ltd. 7. The Cosmetic & Personal Care Sector in India Market Research 2008 Ace Global Private Limited 8. Kapferer, J.N. (2008). Strategic Brand Management Creating and sustaining Brand Equity Long Term. Second Edition .New Delhi, Kogan Page. 9. Keller, K. L., (2005). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Second Edition, Delhi, Pearson Education Press. 10. Malhotra, N.K. (2007). Marketing Research An Applied orientation. Fifth Edition, New Delhi, Pearson Prentice-Hall. 11. Suresh, K. (2008). Brand Revitalization concepts and cases .Hyderabad, ICFAI University press.

Internet Sources 1. http://www.afghansnowindia.com 2. http://www.beautypackaging.com/articles/2011/06/alls-fair-in-indias-cosmetics-market 3. http://www.google.co.in/images 4. http://www.hindu.com/mp/2006/04/15/stories/2006041501450100.htm 5. http://whenwitcheswrite.blogspot.in/2011/07/cheap-womans-beauty-guide-beauty.html 6. http://snsvo2.seekandsource.com/espatanwala/ 7. http://www.ravalgaon.in/ 8. http://www.indiainfoline.com/Markets/Company/Background/Company-Profile/Ravalgaon-Sugar- Farm-Ltd/507300 Personal Interview 1. Personal interview, with Mr. Firoz Patanwala (Partner- M/s Patanwala Private Limited) on 29-12-2012. 2. Personal interview with Mr. Nihal Doshi (Executive Director- Ravalgaon Private Limited) on 8-3- 2012. Abbreviations 1. HAACP – Hazard Analysis And Critical Control Points 2. FMCG – Fast Moving Consumer Goods 3. MNC – Multi National Company 4. USP – Unique Selling Proposition

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