(G2) Businessplan Final

 Our vision is to be the
significant player in the

Indian ice cream
industry.
 The company focuses on
northern & western India
and looks forward to
expansion in other parts
of the country.
 To create the finest quality all natural,
pro-biotic, sugar free ice creams
with a commitment to incorporate the
freshest, richest, and creamiest
ingredients into a world class product.
 To meet the highest standards of

excellence with superb service.
 To actively seek out and respond to

the needs of our customers.
• Presenting a high level of quality in the
product line.
• Maintaining and growing relationships
with customers to generate new and
repeat sales.
• Innovating new product offerings that
will differentiate us from our
competitors.
 Indian summers are synonymous with ice
creams. But, per capita consumption of ice
creams in India is approx. 200ml per annum ,
while global annual average consumption is
2litres. The lowest per capita consumption in
India leaves ample scope for growth.
 Increase in diabetic population, fast changing

life style and increasing percentage of youths
in the population results in 9 to 12 % growth
in the current market.
 E-lite is a sugar free ice–cream
 Three mouth watering flavours
(Vanilla, Strawberry and Chocolate)

 All the flavours are pro-biotic
 Key ingredient is Xylitol

 Xylitol has a pleasant taste with refreshing cool sensation and no after-taste
 It reduces calorie utilization by as much as 40% for the same sweetness and
function.
 Has antiketogenic properties, i.e., it prevents or inhibits the formation of
ketone bodies (serum free fatty acid levels).
 Xylitol is noncariogenic (i.e., prevents tooth decay) as well as anticariogenic
(i.e., inhibits tooth decay).
 Xylitol is safe and there are no known harmful effects on the central nervous
system, hormones, or neurotransmitters.
 It increases the absorption of B-vitamins and calcium.
 Cream
 Water
 Xylitol
 Maltodextrin (soluble dietary
fiber)
 Stabilizer(locust bean gum,
guar gum, carrageen an )
 Salt
 Milk
 Lactobacillus sp. (pro biotic)
 Added flavors.
Calories 200
Total fat 16g
Sat. fat 10g
Trans fat 0g
Cholestrol 80mg
Sodium 30mg
Tot.carb 19g
Dietary fibre 3g
Sugars 0g
Polyols 14g
Protiens 2g
Net carb. 2g
B-vitamins 0.5µg
Calcium 285mg
(*for 1 cup)
Fewer calories than normal ice cream Inhibits
the growth of harmful bacteria
and improves the digestive system
 Prevents tooth decay
Lower cholesterol
Consumable by diabetic people
Prevents stomach acidity
Pro biotic bacteria enters the intestine
and prevents pathogenic bacteria from Promotes healthy bowel movements
binding there.
Supports the healthy immune system
 R&D work has been out sourced to NDRI (National
Dairy Research Institute)
 It is country's premier Dairy Research institution
and has developed considerable expertise over the
last five decades in different areas of Production
and Processing of Dairy and Dairy Products.
 They helped us in identifying the
 Potential market demand of the product
 Composition of ice cream
 The food laws in India are enforced by
◦ Dir. General of Health Services,
◦ Ministry of Health and Family Welfare
◦ Govt. of India
Food Safety & Standards Act
 The Prevention of Food
Adulteration Act,1954
 The Milk and Milk Products
Order, 1992
 Essential Commodities Act, 1955
(Relating to food)
 Environment Protection Act, 1986
 No industrial license is required only a
memorandum has to be submitted to the
Secretariat for Industrial Approvals(SIA) and an
acknowledgement is to be obtained
 However certificate of registration is required
under the Milk and Milk Products Control
order,1992
 The center has permitted under the income tax
act a deduction of 100% of profit for 5 years
 Excise duty of 16% on dairy machinery has
been fully waived off
 HACCP(Hazard analysis and
critical control points)
implementation and
accreditation
 Promoting products for an introductory price at its Grand
Opening.
 Newspaper advertisements will be purchased during the
first three months of business until a clientele is built.

 Pamphlets
 Advertisement on websites in future.

Strengths
• Low calorie ice-cream
• Naturally produced sugar substitute ice cream
• Probiotic ice cream
• Lowers the health problems
Weaknesses:
• Limited cash
• Little experience with local politics.
• Seasonal demand
• Few variants of ice cream
Opportunities:
• Market size of Rs. 2000 crores
• Ice cream market is growing at 12% (YOY)
• Awareness among people towards their health.
• The cost of Internet and other direct marketing
opportunities have decreased in recent years.
• Increase in the population of diabetic people.
Threats:
 Competition with market players like Amul ,
Kwality Walls , Vadilal and Mother Dairy.
 Highly fluctuating input cost due to increasing
inflation.
 Threat from international players using similar
technology
 Market Segments: All Health conscious people of
all the segments (Old, Young and Children)
 Tie –up with different restaurants at 18 locations
in cities.
 Tie-up with Group 3.(Food Junction of Youth
Point)
 Transportation: Through cold storage trucks at
different locations as per demand and storage
needs.
 Selling Price of One liter of ice cream Rs.174
 Advertisements through various newspapers.
 Advertisements through magazines.
 Advertisements through pamphlets in local
newspapers.
 Banners and Hoardings at different places on NH 1
and NCR Region.
 Airtemp refrigeration
Address:5, Jay Esteta, Opp. Chamak Lime,
Nr. Thakernagar, N. H.- 8,
Ahmedabad, Gujarat
 Shreya engineering works
Address: E-3, Shed No. : C1/309,

Opposite:Old Telephone Exchange,
Vitthal Udyognagar, Gujarat
Xylitol
K P LALWANI & CO
Address: 10 Vaithyanathan mudali street, 1st floor,
Chennai, Tamil Nadu 600001
Phone: (L)91-44-45002339,
(M) 9840815802
GULF EXPORTS
Address: 50/88 Naughara Kanpur-208001
Uttar Pradesh
India
Maltodextrin
Bharat Gluco Industries (P) Ltd.Street
Address:Pakhana Nadana Road
Taraori Distt. Karnal
Haryana 132116
Phone: (L)91-1745-244001,2,3
(M)919896051555
1.Hindustan Unilever Ltd. (Kwality Walls)
 CEO- Nitin Pranjape
 Major brand- Kwality.
 .NetTurnover (march 2009)- Rs.-(250) lac.
 2. Amul.
 CEO- Partho Bhatoli.
Major Brand- Stamina.
Net Turnover-Rs.78 cr.
 3. Mother Dairy.
 Major Brand- Mother Dairy.
 Net Turnover (march 2009)-105 cr
 More Cities of Northern India.
 Being Special Focused on 2 tier and 3 tier Cities.
 Setting of new plant as per demand forecast and
actual demand.
 Coming up with Ice Cream parlors in Delhi NCR
and Cities of Punjab and Tourist Place.
 Future Sales Strategies include Outlets at various
Educational Institutions, Company Cafeteria,
Multiplexes, Popular fast food outlets, Housing
Societies
Direct material
Milk Rs. 3,42,000
Flavours Rs. 22,000
Xylitol Rs. 1,42,500
Other ingredients Rs. 1,50,000
Rs. 6,56,500
Direct Labour
Skilled 2*182*25*12 = Rs. 1,09,200
Semi Skilled 4*172*25*12 = Rs. 2,06,400
Unskilled 6*167*25*12 = Rs. 3,00,600
Rs. 6,16,200
Direct manufacturing expenses
Carriage Inward Rs. 6,00,000
Rs. 6,00,000
PRIME COST Rs. 18,72,700

Indirect Labours
Sweepers 2*167*25*12 = Rs. 1,00,200
Land 1 acre Rs. 10,00,000
Machinery* 5* 50,000 = Rs. 2,50,000
Power & Fuel Consumption 42375*12 = Rs. 5,08,500
Supervisor’s Salary 1*16,000*12 = Rs. 1,92,000
Cost Of Maintenance
(Oiling & Cleaning of Machinery) 10,000*12 = Rs. 1,20,000
WORKS COST Rs 40,43,400
Office & Administration Overheads

Office rent Rs.18 per sq. ft. * 300 sq. ft.*12 = Rs. 64,800
Salary to Staff
Accountant Rs.25,000*12 = Rs. 3,00,000
Clerk 10,000*12 = Rs. 1,20,000
Peon 4,000*12 = Rs. 6,48,000
Telephone Expenses 5,000*12 = Rs. 60,000
Electricity & lighting 2000*12 = Rs. 24,000
COST OF PRODUCTION Rs. 46,60,200
Packaging Rs. 45,600*1.5 = Rs. 68,400
Carriage outward Rs. 12,00,000
Salary to salesmen 2*5000*12 = Rs. 1,20,000
Miscellaneous Cost Rs. 3,00,000
R&D Cost Rs. 2,50,000
COST OF SALES Rs. 65,98,600
Operating profit Rs. 13,19,720
Sales Rs. 79,18,320
•Surbhi Jain(HR and Marketing Head)
Btech. Biotech. MBA in HR
• Manisha Singh(Operation Mgmt. & Finance

Head)
B.Sc. Comp. Sc. (h),MBA in Finance
 Wages of a unskilled worker is Rs. 167/day
 Wages of a semi-skilled worker is Rs. 172/day
 Wages of a skilled worker is Rs. 182/day
 Overall wages of employees :

 Skilled employees=182*2=364/day
 Unskilled employees=167*6=1002/day
 Semiskilled employees=172*4=688/day
 Competitors with Similar Brand:
Because they have more brand value.
 Availability of milk for Producing ice cream:

Because milk provided by cow is not uniform
 Political interference
This is always present and no amount of planning can mitigate this
risk.
The best way to deal with this risk is to be prepared for it and take
it as it comes.

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 Our vision is to be the

significant player in the

 To meet the highest standards of

 To actively seek out and respond to

 Increase in diabetic population, fast changing

(Vanilla, Strawberry and Chocolate)

 Key ingredient is Xylitol

first three months of business until a clientele is built.

 Advertisement on websites in future.

Address: E-3, Shed No. : C1/309,

PRIME COST Rs. 18,72,700

Office & Administration Overheads

• Manisha Singh(Operation Mgmt. & Finance

 Overall wages of employees :

 Availability of milk for Producing ice cream:

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