Business Plan on

“RAJSHAHI BIKANERI BHUJIA”

Under the guidance of:

Prof. Devang Patel

Submitted to:

Xcellon Institute – School of Business

Ahmedabad

Submitted by:

Shilpi Bishnoi (M-OO-108)

ACKNOWLEDGEMENT

We think if any of us honestly reflects on who we are, how we got here, what we think

we might do well, and so forth, we discover a debt to others that spans written history.

The work of some unknown person makes our lives easier every day. We believe it's

appropriate to acknowledge all of these unknown persons; but it is also necessary to

acknowledge those people we know have directly shaped our lives and our work.

I would like to thank Prof. Devang Patel for his guidance throughout the semester

and during course of the project.

Shilpi Bishnoi

Firm Overview

Mission:

To be the best, contented company and customer-service oriented company in Bhujiya

Industry, and providing better service compared to other competitors.

Vision:

Our aim is to offer best services to our customers in the most convenient, competitive and

affordable comportment. We will realize this by placing our customer’s interests and needs

first through reputable work smartly done.

Core Value:

• Honesty & Integrity

• Customer satisfaction

• Open and clear communication

• Team work  

Objective:

Our foremost objective is to provide our customers with prompt, courteous customer service,

high quality workmanship and the best materials at a reasonable price.

Overview of Bhujia Industry of Bikaner

Today Bikaner is identified for tasty, mouth watering Snacks Bhujia, Papads, Namkeens,

which have titillated the plates of many a number of royal Rajput families through the age.

The Bhujia Industry has its origination dated back to 1887AD, when Maharaja Shri Dungar

Singhji was manufactured as a special variety and was called ‘DUNAR SHAHI BHUJIA’. This

was served to the royal guests with time; manufacturing Bhujia became livelihood of many

inhabitants of the district. Since the district was drought prone district with only salty well

water available for drinking, there was little scope in farming and agriculture. And thus Bhujia

production gained momentum and a big Bhujia prepared in this area has special ingredient

of moth (lentil) grown in this area and the different special taste can be attributed to salty well

water available only in Rajasthan.

At present there are about 425 units producing bhujia in Bikaner district and nearby areas of

Sri Dungargarh, Churu, Nagpur and Sri Ganganagar. Out of these only a few have proper

plant and well planned production system, the rest are small and cottage type industries.

The raw materials required for industry are lentils, edible oil and condiments. While lentil is

grown in Western Rajasthan i.e. in districts of Barmer, Jaisalmer, Bikaner, Churu, Nagaur

and Jodhpur. The edible oil (Groundnut) is procured from Bikaner or from neighbouring state

of Gujarat. The condiments are purchased from South India, directly or through dealers in

Delhi. The raw material is thus abundant and easily available to Industry.

The major ‘Bhujia’ consuming market is in Rajasthan followed by Punjab and Haryana. Uttar

Pradesh, West Bengal and Assam too are not far behind. Rajasthan consumes about 30%

of the total produce annually and rest of the 70% is consumed by other states and with time

the awareness and interest in ‘Bikaneri Bhujia’ has grown and spread all over the country

and around the world too.

Recently export of Bhujia and namkeen from Bikaner has also gained momentum; the export

of Bhujia has potential to grow much more, it only requires awareness on the part of

manufacturer about the export prospects of the item, export producers, documentation and

packaging.

The whole Bhujia industry is divided into two sectors.

(a) Unorganised (b) Organised

The unorganized sector consists of over 70% of the total Bhujia industry. These units are

flourishing in the district because of high demand of the product and easy availability of raw

material and also low setting up costs. The unorganized sector also includes small business

and small-owners selling the snacks and sweets. Almost every second household in the city

has women and girls making Papads. The major portion of this sector is inside the ‘walled

city’ of Bikaner and Gangasahar area. An estimated number of 850 burners are used in this

unorganized sector and around 80 to 100 kgs. of Bhujia per day which amounts to an annual

production of 25,000 to 30,000 tons. This sector though unorganized and traditional, still

poses a threat to the modern organized sector, as a large segment of Bikaner’s population is

still price conscious and the price of the product of unbranded Bhujia or ‘Khulli Bhujia’ in

local jargon is around 30% less than the branded and packaged Bhujia.

The organized sector is the rest 30% of the Bhujia industry. The major players are Bikaji,

Bhikharam Chandmal, Haldiram, Choudhary food products, Swad industries Pvt. Ltd., ‘Yes’

and Mr. Namkeen and many more.

‘Bikaji’ in Bikaner is major company in the branded Bhujia market. Another emerging name

in this sector is of Bhikharam Chandmal’s sunsine food products. Bhikharam Chandmal has

opted up a big showroom in Bikaner and has started distributing the products in some other

states too. The companies of this sector have to face a tough competition given by

multinationals like Lehar Namkeens and from Uncle Chips. The companies of Bikaner Bhujia

Industry mainly use print media for advertising only Bikaji has used the broadcasting media

for advertising. These companies themselves face enough competition from each other and

soon will have to start employing other marketing strategies if they want to survive in this

competitive market of Bhujia.

The present distribution channel of this product is mainly direct selling and employing sales

force like sales representative and sales officers who extensively travel to book order for this

respective companies besides this 3 units have appointed dealers throughout the country to

market their products. The units adopting direct selling can think of marketing the item

through dealership, which will help in enhancing the sales.

This industry is reported to be facing a lot of problems in regard to finance, electricity,

taxation structure and entry of multi-nationals in the field.

REASONS TO CHOOSE A BHUJIYA BUSINESS

Bikaner is famous worldwide for its Papad and Bhujia. Bhujia has always been identified with

Bikaner. The tasty Rajasthani food can never be completed without Bhujia , which is actually

a Namkeen prepared with the strength of arm. There are hundreds of big and small units

making Papad and Bhujia which provide employment to thousands of people. At present

there are about 425 units producing Bhujia in Bikaner district and nearby areas of Shri

Dungargarh, Churu, Nagaur and Sri-Gaganagar. Out of these only a few have a proper plant

and well planned production system, the rest are small and cottage type industries.

The prime purpose is to generate profit by providing superb customer services. We aim to be

leader in providing quality food items that fit into a balanced diet.The purpose to start this

business is to serve people of new era with a different and the most competitive style. We

want to help those people who could not spend time in their busy schedule to come out from

their houses to buy bhujia of best quality. Our aim is to provide the hygienic and delicious

tastes of bhujia that the customers have never tasted before. We want to add convenience in

the lives of bhujia lovers by providing them the most wonderful snacking experiences.

MOTIVATE TO CHOOSE A BHUJIYA INDUSTRY

Having roots from the birth place of bhujia i.e Bikaner motivates me to come into this business. The increasing demand for bhujia at national as well as international levels is the attractive factor for me. Although many players are their present in the market but the taste of bhujia produced in Bikaner itself hold a different place in the market. So this is giving me enough motivation to come into this business. The great amount of margin in snack food industry is also attracting me.

REASONS OF SURVIVAL OF BUSINESS IN TEST OF TIMES

Surely it will survive in the test of times as it is very well known that every business has to go through many ups and downs and this is also very clear to me that in the initial time the business will be facing many hurdles but at the same time I am very much confident that by the passage of time I will at least get rich experience which will take my business on smooth ride from bad times.

Marketing Plan

1. Entry Strategies:

Target segment is all categories of people:

Description 2011 2001

Actual Population 2,367,745 1,674,271

Male 1,243,916 886,075

Female 1,123,829 788,196

More focus on selling Uniqueness

1. This particular business model is unique as “Rajshahi” will be providing the order of 5kgs and above at customer’s doorstep within 30 minutes of order between 10am to 10pm. The area covered will be in the 15 kms. radius of Bikaner. This USP is same as of Dominozz but this has not been used till date by anyone else in the bhujia industry of Bikaner

2. The home delivery service provided by this business model is different from all other players. This is a unique positioning were in the customer will perceive us different from other brands.

3. In today’s time people are running short of time. They want everything at their doorstep in minimum time. When it comes to some food item people will at least take a chance to order from “Rajshahi” as we are providing best quality product so consumers will surely go with this innovation

1. Market Research:

Opportunity in the market for the bhujya business

To understand the customer need

To understand the competitors' requirement

2. Target Customer:

Total population of Bikaner district

Type

Individual homes, Apartments 5,40,000

Pan Wala Galla 291

Marketing Mix

Product

Bikaneri Bhujia often simply called Bhujia is a famous crisp snack and is prepared by using besan (gram

flour) and spices, originating from,Bikaner, a town in the western state of Rajasthan in India. Its other

ingredients include moth dal, salt, red chilli, black pepper, cardamom, cloves , groundnut oil, etc. The

dough is formed into a snack by pressing through a sieve and deep frying in vegetable oil. It is light yellow

in colour. Namkeen is a product, which needs three important things:1.Taste.2.Quality.3.Variation.

In the same order of significance we need to provide all three to our consumers

Price:

1st year

1 kg. Rs. 160

350 gm.Rs. 19

200 gm.Rs. 10

Promotion:

Word of mouth

Website

Process:

Cleaning the Raw materials.

- Mixing with various spics and ingredients.

- Frying/Roasting in various equipments.

- Cooling

- Mixing

- Packing

PREPARATION OF BHUJYA

Typically, bhujia is prepared with gram flour or the moth lentil flour produced in the

local areas of Bikaner. Though very minimal spices are used in bhujia recipes, but

variations can be done according to the requirement. Apart from flours, grated

potato and various kinds of pulses are used for preparing this famous snack.

Nowadays, bhujia is widely sold in commercially packed form that contains various

flavoring ingredients including lemon flavor, chili flavor and even sweet and sour

flavor. Bhujia is typically a deep-fried dish. Flour dough is prepared of hard

consistency by mixing the all ingredients specified for the bhujia recipe. The

traditional method of preparing it is quite interesting and unique. A small portion of

dough is put in a special bhujia making machine and dough is pressed from the top.

There are small holes at the bottom of the machine from which dough is passed and

takes the shape of thin strips. These fine strips are directly put in the ‘kadai’ for

deep-frying, until crispy and golden in color. As of late, people are avoiding deep-

fried snacks, hence baked bhujia recipe is gaining popularity.

 Raw materials:

mothSaltRefined OilPowdered spicesFood colourPacking material

Suppliers:

Packaging

We use virgin plastic material for our packaging needs. The flexible packaging pouches are having metallic liners for longer shelf life of our products. In our sweets and confectionery unit we have hygienic storing facility of raw materials and finished products. Our products have no artificial flavoring and we use natural flavoring and colors for our products. The products are packed in recyclable packaging - meeting international standards. Quality over quantity is our philosophy, which has yielded us great results. Today, BHIKHARAM CHANDMAL BHUJIAWALA is reckoned with its

quality and workmanship. Our customer's faith has encouraged us to introduce variety of products in the market.

People

Marketing Team: Vasant Gajara and Jay Akhani

Financial Personnel : Mehul Thackar

Operational Team: Vasant Gajara, Mehul Thackar, and Jay Akhani

Labor:

ORGANISATIONAL STRUCTURE

The Distribution Strategy:1.Every District (34 including Raigad, Thane and Mumbai) in Maharashtra wouldhave 1 distributors each and Raigad, Thane, and Mumbai will have 4 each, Goawill have 3 and the 5 cities (Ahmedabad, Jaipur, Indore, Bhopal and Baroda) inother states will have two each (56 distributors). A similar strategy to deploydistributors will be followed in other states as and when we expand.2.There would be 4 stockists in each district and 8 in Raigad, Thane, and Mumbai, 3in Goa and 3 each in the 5 cities so that they can reach out to the maximumretailers in their cities and the neighboring areas. (166 stockists)3.Attempt to reach above 15,000 retailers in the first year.In India, today there are over 5 million retail outlets dispersed all over the country.Organized retailing, which has been now gaining momentum, includes large super marketchains/ shopping malls, department Stores and Food Store. While small chain storescalled Apna Bazaars and Sahakari Bhandaars, which offer products at reasonable prices-have been fairly popular in the rural areas.Consumers are willing to pay a premium for convenience shopping. Thus, the relativeshare of grocers dropped. Chemist outlets on the other hand, have been expanding their product range to include high margin FMCG products. Panwallas are also emerging asfull-fledged consumer product outlets.With the increasing number of retail outlets, the visibility of the products in the marketincreases and so does its availability. We would try to make the best of it by tapping theseso that we can penetrate further into the market and also increase our sales. Namkeen being a mass product we would ideally want for our products to be virtually atevery single retail outlet. Competitors such as Haldiram and Frito lay who have a widenetwork of distribution chain will have to be matched in order to give them a stiff competition.Grocers, pan stores, General Stores, Food stores will be aggressively aimed at. Moreshelf space and advertising on the shops will be sought to.

Market Penetration Pricing means setting a low price for a new product entering themarket in order to be able to persuade buyers to try the new product and to capture a largeshare of the market.We have chosen this strategy for Namkeen because although the market for brandednamkeen is growing at a very fast pace the competitors like Haldiram and Frito Lays arewell set with high market shares. Even though the consumers are not very price sensitive

13

they are really taste and quality conscious. Reduction of Rs.2-3 will not induce them totry our product. What we are doing is providing more amount for the same price and insome SKU’s by reducing price also. This will give us a base to penetrate the unbrandedsegment also.Our Objective is to break into the shares of LEADERS like Haldiram and Frito Lays andalso the unbranded market. By the end of the first year we would ideally like to have amarket share of 15% of the branded market.

Challenges before Namkeen industry:Rising ingredient cost: Snack food industries are depending upon raw materials, which are turning costlier in recent years. Procurement of raw materials at a competitive price is one of the key factors for success in this industry.    

 

Higher investments: Small players in particular are facing the challenge with respect to higher investments on machinery, technology and market access.

 

Product pricing: It is one of the key factors, which drives sales. Low priced small packs are more popular both in the rural and the urban market. By adjusting the pack size, most of the players are meeting this needs currently.

SWOT Analysis

Strength :

• Latest Technologies

• Knowledge of finance and marketing

• Untapped market

• Process

• Personal contacts

Weakness :

• Lack of industry experience.

• Lack of Awareness

Opportunities :

• Large Market

• Enter into other related business

Threat :

• Emerging competition

• Labor Issue

Machinery/Equipments

All Pro Masala Mixing

Besan Products & Dal Frying Kadai

The Centralized Frying System

The Top Five Benefits of the Centralized Frying System which was designed, Developed, Manufactured and

Communicated for the first time in India for Manufacture of Traditional Indian Snack Foods are under.

50% saving of liquid / gaseous fuel as compared to tradional methods of manufacturing.

5 to 7 % savings on vegetable oil, compared to traditional Burner Bhatti method.

Considerably uniform finished product quality and quantity.

Excellent hygienic conditions in production implements and frying.

Comfortable and healthy working environment in the manufacturing area.

The Innovative contents of the 'Centralized Frying System' are:

High Fuel Saving achieved by having proper selection of insulating materials and covering the insulation &

cladding the installed equipments by stainless steel and cladding the pipe lines by this aluminium sheet.

By providing a Visual, Digital Display of Frying Temperature indicator  at every Workstation to achieve,

correct selection of raw materials input temperature and time into the frying media and correct time removal of fried

products like - Samosa, Bhujia, Ghatia, Chana Dal, Moong Dal, Chiwda, Dankoli, Bhakharwadi, Ratlami Sev,

Kachori, Bhavnagri, Methi Puri, Besan Bundi, Makai Mixture etc .

No pollution of fiesel flames in the manufacturing area due to centrally generated heat outside the

manufacturing area and due to the design and quality of the insulation of the Workstation there is no radiation of

heat from the exterior of the Workstation towards the operator of Workstation

List of products which can be manufactured on our machines:

Chana Chor, Moong Daal, Channa Daal, Vatana,Bikaneri Bhujiya. Aloo Bhujiya. Tomato Bhujiya,  Elaichi Bhujiya,

Bhavnagri, Ratlami Sev, Gathia / Papdi, Lasun  sev, Lawang  Sev, Corn Fry, Bikaneri Papad, Fafda, Mini Samosa,

Mini Kachori, Bakarwadi, Methi Puri, Chakli, ingh Bhujia,Khatta Mitha, Navratna Mixture, All

COMPLETE PLANT FOR MANUFACTURING ALL KINDS OF INDIAN NAMKEENS 

OUR SYSTEM OFFERS

40% to 50% saving of cost of fuel as compared to traditional Bhatti method.

5 to 7% savings on cost of vegetable oil

Hygienic manufacturing setup

Good shine on finished product

Quantifiable installed capacity with scope of expansion

The Centralized Frying System

The Top Five Benefits of the Centralized Frying System which was designed, Developed, Manufactured and

Communicated for the first time in India for Manufacture of Traditional Indian Snack Foods are under.

50% saving of liquid / gaseous fuel as compared to tradional methods of manufacturing.

5 to 7 % savings on vegetable oil, compared to traditional Burner Bhatti method.

Considerably uniform finished product quality and quantity.

Excellent hygienic conditions in production implements and frying.

Comfortable and healthy working environment in the manufacturing area.

The Innovative contents of the 'Centralized Frying System' are:

High Fuel Saving achieved by having proper selection of insulating materials and covering the

insulation & cladding the installed equipments by stainless steel and cladding the pipe lines by this

aluminium sheet.

By providing a Visual, Digital Display of Frying Temperature indicator at every Workstation to

achieve, correct selection of raw materials input temperature and time into the frying media and correct time

removal of fried products like - Samosa, Bhujia, Ghatia, Chana Dal, Moong Dal, Chiwda, Dankoli,

Bhakharwadi, Ratlami Sev, Kachori, Bhavnagri, Methi Puri, Besan Bundi, Makai Mixture etc .

No pollution of fiesel flames in the manufacturing area due to centrally generated heat outside the

manufacturing area and due to the design and quality of the insulation of the Workstation there is no

radiation of heat from the exterior of the Workstation towards the operator of Workstation

List of products which can be manufactured on our machines:

Chana Chor, Moong Daal, Channa Daal, Vatana,Bikaneri Bhujiya. Aloo Bhujiya. Tomato Bhujiya,   Elaichi

Bhujiya, Bhavnagri, Ratlami Sev, Gathia / Papdi, Lasun  sev, Lawang  Sev, Corn Fry, Bikaneri Papad, Fafda,

Mini Samosa, Mini Kachori, Bakarwadi, Methi Puri, Chakli, ingh Bhujia,Khatta Mitha, Navratna Mixture, All

COMPLETE PLANT FOR MANUFACTURING ALL KINDS OF INDIAN NAMKEENS 

OUR SYSTEM OFFERS

40% to 50% saving of cost of fuel as compared to traditional Bhatti method.

5 to 7% savings on cost of vegetable oil

Hygienic manufacturing setup

Good shine on finished product

Quantifiable installed capacity with scope of expansion

Namkeen Making Machine

Main Feature of namkeen, snacks making machine Easy to operate, saving time and labor

o Operator needs no experience, production is rapid. The thickness of sev,

papadi, ganthia, fulvadi etc... and size of finished products are adjustable.

Advanced Design and Sanitary

o Machine is easy to assemble, clean and maintain

o Warm are completely removable for easy cleaning and maintenance.

Wide Variety of Products

o Various die are easy-to-change and can be used to make Sev, ganthia,

papdi, Ratlami sev, aloo sev, bikaneri sev, farali chevda, etc.

Multipurpose

o Different ingredients or additives can be added to the dough to make

different flavor

Technical Details namkeen, snacks making machineNamkeen, snacks making machine's Die Size 212.5 mm

Namkeen, snacks making machine's Size:- 1200 mm ( Length ) X 250 mm ( Width ) X 400 mm Height ( Height is adjustable)Approximate Weight of namkeen, snacks making machine 90 KilogramProduction Capacity Per Hour:- 80 to 90 KilogramOperating System of namkeen, snacks making machinePrepare the desired amount of dough either with help of Techno flour kneading or mixing machine. or manual. This dough is passing through extruder and long rods of sev come out from the extruder with fitted die which are directly placed in the frying Pan for Frying. After that kept out from frying pan and place it in to the oil extractor to remove exceed oil. ( Please note that you can use continuous fryer for larger and low fat production)

Standard accessories of namkeen, snacks making machine

This is a semi automatic extruder for all types of Sev, ganthia, papadi, Ratlami (Indian savories) etc, Available in 90 kg per hr, It is fitted over a frying pan (Kadai), This extruder can also be used for grating potatoes, papaya, for aloo bhujia, etc..Namkeen is a traditional Indian Snacks. Apart from being a popular snack item, it aids in digestion too due to the presence of various spices in it. It is made by gram flour. Spices and other additives are added to the gram flour to make the dough. The dough for Namkeen is made to pass through a simple extruder which makes fine strands of the dough. The strands are fried in the frying pan in hot cooking oil. Excess oil is removed after frying and the Namkeen is packed. For making Bhujia, boiled and mashed potatoes are added to the flour mixture.

PACKAGING MACHINE

Relying on our extensive domain experience, we put forth a high quality range of Automatic Bhujia

Packing Machines. Designed and developed as per the prefixed industrial standards, these machines are

available in various specifications. Moreover, we custom-built these machines in accordance with the

diverse needs of Bhujia producing companies. Our high quality standards have helped us earn the

patronage of several clients. Clients can avail these machines from us at reasonable prices.

 

Features:

 

Robustness

Durability

Cost effectiveness

Hydro Extractors

Extra accessories of namkeen, snacks making machine Dough Kneader. Extra die

oil Extractor

starters, main switch, ampere meter, capacitor for Three Phase Electric Motor.

Suitable miniature circuit breaker as per IS: 8828 with 3 pin top as per IS:1293 for single Phase Electric Motors.

Financial Plan

Budget before the launch of the business, immediately after the launch and in the first three years of the launch

Land Building InventoryFurnitureEquipmentUtility depositsOutdoor signAdvertisingAssociation feeOffice suppliersWorking capitalTotal structure Costs

Trial run expenses

500*250 gm.