4

“A STUDY ON RETAILERS SATISFACTION OF K&T AGRO MILLS

PVT. LTD. (NALLARI RICE), KALADY”

SUBMITTED BY

ALVIN K J

BCOM FINANCE A

(NIAUBCM114)

DEPARTMENT OF COMMERCE
 CHAPTER – 1
INTRODUCTION

Retailer satisfaction is the term frequently used in marketing to measure how

products and services are supplied by a company to meet or surpass retailer
expectations. Retailer satisfaction is defined as “The Number of retailers, or
percentage of total retailers, whose reported experience with the firm, its
products, or its services exceeds specified satisfaction goal.” In the new market
scenario, retailers play the role of a “gatekeeper” within many product chains
connecting suppliers with consumers and vice. Retailers have the chance the
direct contact with customers they can make a significant influence on what
products consumers want to buy, and how they use and dispose of them.
Retailers can directly influence consumers’ choices at the sales point. Kotler
and Keller defined retailing as all the activities involved in selling goods or
services directly to final consumers for personal, no business use.
The major share of K&T Agro Mills products sales is contributed by the
retailers. As far as any organization retailer’s satisfaction is very crucial to the
success of K&T Agro Mills also. In this study, the researcher is trying to find
the factors that are influencing the Satisfaction of K &T Agro Mills retailers.
The major factors that influence the Retailer’s satisfaction are the quality of the
product and service offered by K&T Agro Mills. The effectiveness of delivery,
cost, and manufacturer-retailer relationship. The retailer’s satisfaction with
these elements is identified by surveying with the help of a questionnaire. By
knowing the level of satisfaction on each factor we can identify the total
satisfaction of the retailers. So, the findings of this research will help the
organization to know the areas where improvement is needed to increase the
satisfaction of the retailers. It will also provide information regarding the
problems that are facing retailers and solutions to the problems. This research is
aimed to improve K&T Agro Mills’ performance through the increment of
retailer satisfaction.

1.2 STATEMENT OF THE PROBLEM

The retailer-manufacturer relationship is very important to the success of an
organization. Especially in the case of organizations that are very much
dependent on retailers. K&T Agro mills 80% of products are sold through
retailers. Thus, retailers have a significant role in the sales of Nallari rice. The
project aims to study the retailer’s satisfaction with special reference to K&T
Agro Mills Pvt. Ltd. Kalady. The study is conducted to find out the answer to
the following questions
1. What are the factors affecting retailers’ satisfaction?
2. What is the retailer’s perception of marketing support, delivery of the
product, brand image, price, and promotion strategies of K &T Argo Mills?
3. What are the problems faced by retailers?

1.3 OBJECTIVES
 To assess the retailer’s satisfaction level with Nallari rice.
 To identify the factors which affect retailer satisfaction.
 To identify retailers’ perception of marketing support, delivery of the product,
brand image, price, and promotion strategies of K&T Argo Mills.

1.4 SIGNIFICANCE OF THE STUDY

This study helps to understand the retailer’s satisfaction level. It helps to
understand the complaints of retailers towards products and services of K&T
Agro mills. It helps to make improvements in services and quality of K&T Agro
mills products.
This study also helps to insight information to the organization regarding the
retailer’s satisfaction as what they expect, and they rate their manufacturers
based on image, quality, support, delivery, commission, communication, and
cost.

1.5 SCOPE OF THE STUDY

The basic idea of this study is to find out the retailer’s satisfaction with Nallari
Rice. People are changing; their preferences, attitude, and demand are changing
as per the changing world. This study will provide insight and information to
the organizations regarding the retailer’s satisfaction as what they expect, and
they rate their manufacturers based on delivery, cost, quality, support,
commission, communication, and image.
The scope of this study is confined to the retailers of Nallari rice of K&T Agro
Mills. The geographical scope of the study is limited to the Ernakulum district,
from which primary data is collected.

1.6 LIMITATIONS OF THE STUDY

 The study is limited to the Ernakulum district; due to time constraints.
 The findings of the study are based on the responses of the respondents which
might have their limitations.
 Lack of cooperation from the respondents.
 Another limitation was the time factor due to which the sample size had to be
restricted to 35 respondents.
 The study is limited by the knowledge and experience of the researcher of the
project.

1.7 RESEARCH METHODOLOGY

Research Methodology is the specific procedures or techniques used to
identify, select, process and analyze information about a topic. In a research
paper, the methodology section allows the reader to critically evaluate a
study’s overall validity and reliability.

1.7.1 RESEARCH DESIGN

Research design is the blueprint of a scientific study. It includes research
methodologies, tools, and techniques to conduct the research. it helps to
identify and address the problem that may arise during the process of
research analysis. The design allows researchers to sharpen the research
methods suitable for the subject matter and set up their studies for success.
In this study, I have used a descriptive research design. It aims to accurately
and systematically describe a population, situation, or phenomenon. It can
answer what, where, when, and how questions, but not why questions.
Descriptive research can use a wide variety of research methods to
investigate one or more variables.

1.7.2 SOURCES OF DATA

1.7.2.1 Primary data
Primary data was collected by using a questionnaire from the retailers who sell
the Nallari Rice K & T Agro mills.
1.7.2.2 Secondary data
The secondary data is collected from published articles and the internet.

1.7.3 SAMPLING TECHNIQUE

The sampling technique used here for the study is the convenience sampling
method. It is a type of non-probability sampling that involves the sample being
drawn from that part of the population that is close to hand.

1.7.4 SAMPLE POPULATION

The population for the study comprises retailers in the Ernakulam district.

1.7.5 SAMPLE UNIT

Ernakulam district is taken as a sample unit.

1.7.6 SAMPLE SIZE

For the survey, a sample size of 35 respondents from the Ernakulum district was
taken into consideration.

1.7.7 DATA COLLECTION METHOD

The method of data collection used for the study is the telephonic interview and
direct interview for collecting the necessary information required for the study
from respondents.

1.7.3 TOOLS FOR ANALYSIS

The collected primary data was processed, classified, tabulated, and analyzed by
using mathematical tools like percentages and graphs, etc

1.8 LAYOUT OF THE STUDY

Chapter I Introduction
Chapter II Review of Literature
Chapter III Industry and Company profile
Chapter IV Data Analysis
Chapter V Findings, Suggestion, Conclusion Bibliography
 CHAPTER 2
REVIEW OF LITERATURE

This chapter reviews the studies on different aspects of retailing satisfaction

connected directly and indirectly with the present study. The study of retailing
satisfaction has attracted the attention of many researchers and practitioners
irrespective of country, be it developed, developing, or least developed.
In the study of Naganathan Venkatesh (2013), he mentioned overall forecasts
from different researchers have stated that retail growth will grow from 15 to 20
percent over the next five years, based on strong fundamentals of
macroeconomic conditions of India and its younger population’s rising
disposable incomes and rapid urbanization. A key success factor for foreign
retail investors is the younger population of India who is under the age of 25, a
huge potential market is waiting to explore and internet accessibility is also a
key factor where from rural to urban cities everyone has easy access to the
internet.
In the study of Lakshmi Narayana K., Ajata Shathru Samal, and P. Nagaraja
Rao (2013) on unorganized retailers is found that the vicinity of organized
retailers is heavily affected in terms of profit and volume. The factors which are
attracting customers to unorganized retailers are location, convenience,
goodwill, credit facility, convenient timings, and home delivery.
Deloitte (global powers of retailing 2013) a robust retail strategy must include: a
strong vision of the experience the customer desires across all channels, a
nimble operating model that can adapt as the retail environment changes, a deep
understanding of how to support the vision through inventive digital solutions
and retail technologies.
According to Dr. Seema Sr. Shenoy, Dr. Sequeira, and Dr. Devaraj K. (2013)
India is a business opportunity for global retailers. The organized sector’s
current situation has been also concluded as growing at a frenzied pace. From
the simple activity of selling in small markets to the more sophisticated task of
bidding online, retailing has showcased several successes.
In the paper on consumer psychology toward supermarkets M. Hameedunissa
(2013) focused on how people’s thoughts, beliefs, and perceptions influence
consumer behavior. The role of consumer psychology has been discussed in this
paper that how it affects a consumer toward buying from any outlet.
A comparative study conducted by R. K. Srivastava (2013) on retail in India
and retail in South Africa has been suggesting that branding of the retail store is
actively followed in south Africa but in India, retailers perceive it as a part of
the business. The security system for purchase and prevention of theft is good in
South Africa than the Indian system and it has to be developed as a prime
concern.
In the study of retail Venkatachalam and Madan (2012) have highlighted the
level of prices, quality of fresh groceries and availability of exotic fruits and
vegetables, display and cleanliness and hygiene, home delivery, and credit
facility provided by both the organized and unorganized retailer.
According to PWC Report (2012), the driving forces for the Indian retail
industry are higher incomes driving the purchase of essential and non-essential
products, evolving consumption patterns of Indian customers, new technology
and lifestyle trends creating replacement demand increase in rural income as
well as urbanization.
The study titled impact of organized retailers on unorganized retailers, by Patel
(2012) suggest that there is a decrease in the number of the footfall of customer
visiting unorganized retail due to the emergence of more organized retailers;
another finding of the paper suggests that the majority of the middle class is
buying from unorganized retailers.
The study drivers of retail shopping by Dr. Sangeeta Mohanty (2012) has
focused more on consumer attitudes towards big bazaars and shopping malls
and has also studied the age-wise preference for the said stores. The study also
puts some light on store choice behavior based on the product offered and
locational conveniences on a gender basis.
Research on the private labels (retailer’s brand) by R. Sathya and Dr. S. Sheela
Rani (2012) has found that Grocery and food retailers can popularize their
private labels brands, which has attracted consumers and has created a keen
interest in making a purchase decision of these brands.
In the paper, Impact of organized retailing on unorganized retailing by
Sivaraman P. (2010), there are a few important factors that are measured by
customers while shopping from any retail outlet like the assortment of the
products shop proximity, price, store ambiance, credit availability, store image,
and complements.
According to Raghuwansh, Hardia, and Arora (2010) availability and variety,
service, ambiances, how of the store, discounts and price, quality of goods, and
promotion are the major factors that are considered and preferred by customers
when choosing the organized retailer for shopping.
According to Jayasankaraprasad (2010), multiple discriminant analyses for the
various existing retail formats considering physical surroundings (ambiance,
store design, and visual merchandising), task definition (regular purchase
knowing new products), perceived risk has a significant effect on supermarket
and hypermarket store format choice decisions.
The book retailing management by Weitz (2008) tried to know how retailing
has become an important economic activity The book titled ret ailing
management is a different form of commentary on retailing operations,
especially in the modern and the western world. The book discusses different
facets of retailing strategies as they are useful for developing the retail markets,
especially in a growing economy. In this book, the authors have tried to find out
the reasons for the growth of modern retailing different retail formats, and
multichannel retailing as a method of operating in a competitive market.
From the study Robert (2008) has given an analyzed view that Customer
Services include the activities the retailer performs that influence
The case with which a potential customer can shop or learn about the store’s
offerings

. The case in which a transaction can be completed once the customer attempts
to make a purchase
. The customer’s satisfaction with the product after the purchase.
These three elements are customer services' pre-transaction, transaction, and
post-transaction components.
From the study, Burman and Evans (2006) have offered a different kind of
approach to the present system of retailing. The book retail management: a
strategic approach is related to understanding the marketing phenomenon of
retailing, the changes brought in due to competition amongst retailers in terms
of marketing, distribution, as well as promotional practices
The book “Retailing Management Text and Cases” by Swapna Pradhan (2000)
provides a wide picture of Indian retailing and a global perspective. The book
through light on a complete knowledge of retailing from its evolution to the
current market situation and emerging formats of retailing and its worldwide
growth.
According to Dale Gillian and Banfield Graham (1985), Distribution refers to
the process of movement of goods from the original producer to the final
consumer. The line of exchange is known as ―the chain of distribution‖. In this
final chain, retail is the endpoint. Retailing includes all the activities involved in
selling goods and services to the final consumers for personal, and non-personal
use. Retailers perform several functions such as bulk breaking, assorting,
storing, and advisory services among others as a part of customer service.
According to David Gilbert (1983) more than any other business we are
witnessing the emergence of new forms of retailing and becoming more
segmented with reforms focusing on the needs of the particular consumer
segment. The result of this is the development of a more consumer-friendly
environment. Whereas, once it was the manufacturers’ brand that was all
important.
 CHAPTER 3
THEORETICAL FRAMEWORK

3.1.1 Overview of the Indian Food Processing Industry

In the post-independence period, India witnessed rapid growth in the food-
processing sector specifically during the 1980s. It followed the first phase of the
green revolution that resulted in increased agricultural production and the need
for post-harvest management. The importance of the sector was realized by the
business community leading to diversification from Grain trading to processing.
Initially, rice processing was followed closely by wheat milling, the paper and
pulp industry, the milk processing sector, the jute industry, sugarcane
processing, and oil extraction through solvent plants. In some areas like the
solvent extraction industry, the growth in installed processing capacity has been
far higher than the supply of raw materials. However, in other areas like fruit
and vegetable processing, the growth has not been encouraging due to poor
demand for processed products by consumers. In such cases, the industry has
also not been able to develop the demand adequately. The low levels of
processing are driven primarily by the food habits of the population. Fresh fruits
and vegetables are preferred compared to processed fruits and vegetables.
Even after a strong agricultural production base, India’s food processing
industry is still underdeveloped. The highest share of processed food is in the
dairy sector, where 35% of total production is processed, of which only 15% is
processed by the organized sector. The processing level is around 2.2% in fruits
and vegetables, and 21% in meat and poultry products. Of the 2.2% processing
in fruits and vegetables, only 48% is in the organized sector remaining in the
unorganized sector. Food and food products are the biggest consumption
category in India, with spending on food accounting for nearly 21% of India’s
GDP. India is the world’s second-largest producer of food next to China and has
the potential of being the biggest in the food and agricultural sector. The food
processing industry is one of the largest industries in India-it is ranked fifth in
terms of production, consumption, export, and expected growth. Food
processing as such is a large sector that covers various economic works like
agriculture, horticulture, plantation, animal husbandry, and fisheries. The food
processing sector is a highly fragmented industry and has several segments like
dairy, fruit and vegetable processing, grain processing, meat and poultry
processing, fisheries, and consumer foods include packages foods, beverages,
and packaged drinking water. The government has formulated and implemented
several plan schemes to provide financial assistance for setting up and
modernizing food processing units, creation of infrastructure, support for
research and development, and human resource development in addition to
other promotional measures to encourage the growth of the processed food
sector. It is employment intensive and generates employment opportunities
directly and indirectly. Food processing, coupled with marketing, has thus the
potential of solving the major problems of agriculture surpluses, wastages,
unemployment, and uncertain prices for the farmers. According to a report by
KPMG, the Indian food industry stood at US$ 135 billion in 2012 and is
expected to grow at a compound annual growth rate of 10 percent to about us$
200 billion by 2015. Value addition of food products is expected to increase
from the current 8 percent to 35 percent by the end of 2025. The rapid growth of
the food processing sector is inevitable since urbanization with globalization is
changing the lifestyle and food habits, rising prosperity is increasing the
demand for value-added food products, more and more women joining the
workforce need the sheer convenience of processed food, and large export
opportunities exist globally where price realization is much better. The
government has introduced several steps to enhance the growth of the food
processing industry. The Indian government has formulated a vision for 2015,
to triple the size of food processing. Primary food processing is a major industry
with a highly fragmented structure that includes hundreds of thousands of rice
mills and hullers, flour mills, pulse mills, and oil seed mills. The country is self-
sufficient in grain production and is the second largest rice producer in the
world with a 20 percent global share. Primary milling of rice, wheat, and pulses
is the most important activity in food grain processing. The major players
operating in the Indian food and beverages industry include Dabur India ltd,
Godrej industries ltd, Hindustan Unilever and ITC limited.

3.1.2 Strengths and opportunities that India enjoys

Due to its diverse Agro-climatic conditions, it has a wide-ranging and large raw
material base suitable for food processing industries. Presently a very small
percentage of these are processed into value-added products. India is one of the
biggest emerging markets, with over 1 billion population and a 250 million
strong middle class. Rapid urbanization increased literacy and rising per capita
income, have all caused rapid growth and changes in demand patterns, leading
to tremendous new opportunities for exploiting the large latent market. An
average Indian spends about 50 % of household expenditure on food items. The
demand for processed or convenience food is constantly on the rise.
3.2.1 Rice Processing Industry
Paddy is the most important and extensively grown food crop in the world. It is
the staple food of more than 60 % of the world’s population. Rice is mainly
produced and consumed in Asian countries. India has the largest area under
paddy in the world and ranks second in production after China. The country has
also emerged as a major rice consumer. Rice is primarily a high-energy calorie
food. The major part of rice consists of carbohydrates in the form of starch,
which is about 72-75 % of the total grain composition. The protein content of
rice is around 7 %. The nutritive value of rice protein is much higher than that
of other cereals. It has been observed that west Bengal, is the largest rice
producer (16.39 %) followed by Uttar Pradesh, Andhra Pradesh, Punjab, Orissa,
and Tamil Nadu. Indian rice commands a premium in the international market.
Up to 1972, India was one of the major rice-importing countries. However,
India now exports rice to a large number of countries in the world. The taste of
consumers varies from country to country. India exports basmati and non-
basmati varieties and India’s basmati rice is famous worldwide. In basmati and
non-basmati varieties not only the taste but average precooks length, color,
number of broken rice, an admixture of other grains, and freedom from pests
and diseases are also considered in the quality determination. Basmati rice is
exported to more than 80 countries mainly to the gulf and European countries.
The Indian basmati rice varieties have a special pleasant aroma, long slender
grains with soft texture on cooking. Indian parboiled rice has good demand in
countries like Bangladesh, Saudi Arabia, Russia, Singapore, etc.; whereas in
some African countries, consumers prefer yellow-tinted parboiled rice. The
export of basmati and non-basmati rice has been steadily increasing. Starting
with 20.6 mt of rice production during 1950- 51, the country has come a long
way to produce about 186 mt of rice in the year 2011-2012.

3.2.2. Strengths and opportunities of the rice industry

Strength
 Round-the-year availability of raw materials.
 Social acceptability of Agro-processing as an important area and support from
the central government.
 Vast network of manufacturing facilities all over the country.
 Vast domestic market.
Opportunities
 Large crop and material base in the country due to Agroecological variability
offers vast potential for Agro-processing activities.
 Integration of developments in such as electronics, science, computer,
biotechnology, etc. Offer vast scope for rapid improvement and progress.
 Opening global markets may lead to the export of our developed technologies
and facilitate the generation of additional income and employment
opportunities.

3.2.3 Processing of Paddy / Rice

In the processing sector, technology has undergone significant changes. By
2011-2012, nearly 32,000 modern rice mills were using rubber rolls for paddy
dehiscing. Of these, more than 8000 are large rice mills with parboiling
facilities and nearly 250 have color sorters for the removal of discolored rice for
the export market.
Drying
After harvest, the paddy is dried to reduce its moisture content by up to 14
percent. Drying can be done either in the shade or using a mechanical drier in
which forcing heated or unheated air through the paddy in a bin or a thin
moving stream is used
Cleaning
The impurities remaining in the grains like pieces of stones, dust, and lumps of
mud are removed by winnowing.
Parboiling
Parboiling means soaking paddy in water for a short time, heating once or twice
in steam, and drying it before milling. It reduces breakage in milling, improves
storage life, and helps in the preservation of protein and vitamins in the rice.

Milling
Milling means the removal of husk from the rice grain. Milling is done to
remove the husk and retain a specified % of bran from the seeds. Rice milling
includes me) hand pounding, ii) raw milling, and iii) parboiled rice milling.
Hand pounding involves the pounding of paddy with hand stone or poles or
pestle and mortar whereas other milling is performed through huller mills,
Sheller mills, rubber roller mills, etc.
Polishing
The rice is polished to remove the bran from the rice. It is also called
“whitening” pearling or scouring.
Sorting
It means the separation of rice kernels according to size i.e., Head rice, broken
rice, etc. For sorting, photoelectric censor/camera help in the color sorting of
rice kernels. It was introduced in Indian rice mills during 1994-95 in the basmati
segment. The combination of electronic and pneumatic functions – a system
developed; to sort out the black, brown, and yellow rice from white (good) rice.
This sorting process is carried out in rice mills for almost all types of rice. The
recovery of brown rice as obtained could be in the range of 62-70 percent. The
potential yield of rice is 70-72%. The need is, therefore, to promote modern rice
mills and develop milling technology for fine rice. If all paddy is milled in
modern rice mills, 3 million tons of additional rice worth Rs. 15,000 million
could be obtained.
Marketing channels
The major marketing channels identified in the private sector are:
 producer ￫ miller ￫wholesaler ￫ retailer￫ consumer
 producer ￫ wholesaler (paddy) ￫ miller ￫ wholesaler(rice) retailer ￫ consumer
 PRODUCER

PRIVATE INSTITUTIONAL

PROCURING AGENCY
(FCI/COOP./STATE
COMMISSON WHOLESALER INTERANT GOVT.)
AGENT (PADDY) MERCHANT

MILLER
MILLER (FCI/COOP./STA
TE
GOVT.)

WHOLESALER (RICE) DISTRIBUTING AGENCY

(STATE GOVT.)

FAIR PRICE/ RATION

RETAILER SHOP

CONSUMER
Various uses of rice
Rice is a staple food and is used in many ways.

Staple food:
Rice is used as a staple food by more than 60 percent of the world’s
population. Cooking rice is the most popular way of eating it. There are
many ways of domestic use like khichadi, pulav, jeera rice, idle, dosa, etc.

Starch:
Rice starch is used in making ice cream, custard powder, puddings, gel, a
distillation of potable alcohol, etc.

Rice bran:
It is used in confectionery products like bread, snacks, cookies, and biscuits.
The defatted bran is also used as cattle feed, organic fertilizer, medicinal
purposes, and wax making.

Rice bran oil:

Rice bran oil is used as edible oil, in soap and fatty acids manufacturing. It
is also used in cosmetics, synthetic fibers, and detergents. At present, about
6 lakh tons of rice bran oil are produced in the country. It is nutritionally
superior and provides better protection to the heart.

Flaked rice:
It is made from parboiled rice and used in many preparations.

Puffed rice:
It is made from paddy and used as a whole for eating.
Parched rice:
It is made from parboiled rice and is easily digestible. In India, about 4-5
percent of the total supply of rice is used as parched rice.
Rice husk:
It is used as a fuel, in board and paper manufacturing, packing and building
materials, and as an insulator. It is also used for compost making and
chemical derivatives.

Rice broken:
It is used for making food items like breakfast cereals, baby foods, rice
flour, noodles, rice cakes, idli, dosa, etc. And also used as poultry feed.

Rice straw:
It is mainly used as animal feed, fuel, mushroom bed, for mulching in
horticultural crops, and in the preparation of paper and compost.

PROFILE OF THE ORGANIZATION

K&T ago mills (p) ltd. Is the brand owner of “Nallari sortex rice”. Nallari,
the brand name in which K&T group markets rice, is one of the premier
manufacturers and selling brands of rice in Kerala and abroad, and has
become a household name. K&T Agro Mills P.Ltd Kalady (p) ltd. Was
established in the year 1994 at Mattoor, Kalady. Mr. Varghese Abraham
Thadikkaran is the director of the company, who is having decades of
experience in the rice industry with a vision to bring in good quality rice.

K&T Agro mill is not yet another business activity for them; it is a mission
for them to provide quality rice at an affordable price to people around the
globe. It is one of Kerala’s leading rice processing and trading enterprises
and plays a very important role in domestic as well as international markets.
For over two decades, Nallari has been providing the Malayalees the world
with their most favored double-boiled matta rice, the “kuthari” as it is
widely known. The major exported countries of Nallari include all UAE,
America, Germany, Australia, and Sri Lanka.

K&T Agro Mills Pvt. Ltd. Kalady (p) ltd. Is an ISO 9001- 2000 certified
company and has attained several awards for its best-quality product. K&T
group is the first fully automatic rice mill owner in Kerala which introduced
sortex rice for matta rice. The company is involved in the manufacturing of
the best quality rice. The chairman, the executives, and all their employees
take the same rice for their families from the central store. This simple step
ensures the quality of the rice. The quality is ensured not by any designated
department but by the experienced people who are behind their entire
production process. Nallari sortex rice is available in 75 kg, 50 kg, 20 kg, 10
kg, and 5 kg bags in the market.
History of the company
K&T Agro Mills Pvt. Ltd. Kalady is one of the leading brands in the world
rice market. They have introduced computerized sortex rice in the world
rice market, which was the first computerized sortex rice mill in Kerala.
They named it Nallari sortex rice. Today Nallari sortex rice is a well-known
brand in Kerala as well as abroad. Mr. T.A Varghese is the chairman of the
company. The secret of their success is nothing but hard work and sincerity.
They have caught the attention of the public with the caption “for natural
taste Nallari sortex rice”.

It is always a mission for them to provide quality rice. To remove black

discolored rice that occurred due to some insect disease in the rice, K&T
Agro Mills Pvt. Ltd. Kalady imported the highly advanced machinery from
Japan with the help of State Corporation. Though K&T group had to invest
a very huge amount in types of machinery, this was very beneficial for them
to fulfill their mission of maintaining the supreme quality of rice. Nallari
has got a huge demand in the minds of the public, and because of this high
demand, they have doubled the production capacity of the plant within three
years‟ time. Now the plant can produce 80 tons of rice.

They are very careful in keeping the factory and surroundings hygienic and
clean. The company can offer the products in bulk requirements within the
stipulated time frame. It is nothing but a customer’s mouth publicity is the
main advertisement for Nallari sortex rice.
Present status of the company
Nowadays the prices of commodities are going up without any proportion.
But K&T group had always maintained to keep the price and quality in
equilibrium to keep up the valuable customers. So, people welcome Nallari
to their house warmly, and as a result, the K&T group of companies is
flourishing well.
 Despite the competition in this industry, Nallari is always a fast-growing
company. The management of the company is efficient and excellent. The
strength of the organization is its dedicated employees. This is one of the
most important reasons for the progress of K&T Agro Mills P.Ltd Kalady.
They maintain a good employee–management relationship. There is an
effective controlling mechanism in every unit. The cooperation of workers
and management is the most important factor that supports the company to
uplift its unit.

The company is also undertaking many promotional activities like providing

compliments to their loyal dealers and customers as a reward. They also
have a very strong ad campaign through various media which is very
attractive. The company gives easy facilities, and bonuses so that workers
try to work their maximum for the progress of the company. They also
entertain CSR activities. Every year the company can get an increase in its
sales. This means the company is growing.

Now K&T group has acquired a new modern rice mill named land farm
Agro tech (p) ltd. and is also a partner of a villa project near Nedumbassery
known as “runway villas”.

Prospects and Growth plan

The company is aiming at a bright future and it is in healthcare products. It

is also aiming to expand its production area. The major growth plans of the
company are as follows:
• Enhance the export of rice to more European countries.
• The company has a plan of direct marketing of products to every corner of
Kerala.
• Shortly, the company will be able to offer a wide range of healthcare
products.
• Starting of another manufacturing unit.
Product Profile
• Nallari vadi unda rice
• Nallari jaya white rice
• Nallari matta broken rice
• Nallari sorted long grain double boiled matta rice
• Nallari sorted single-boiled matta rice

Contact Address
K & T AGRO MILLS PVT. LTD.
Mattoor, Kalady P. O.
Ernakulam Dist., Kerala – 683574
Tel: +91 484 2463078, 2463521
e-Mail: [email protected]
www.nallaririce.com