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KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

Karnataka soaps & Detergents Limited INDUSTRY PROFILE


INTRODUCTION
Soap is one of the commodities which have become an indispensable part of the life of modern world. Since it is non durable consumer goods, there is a large market for it. The whole soap industry is experiencing changes due to innumerable reasons such as government relations environment and energy problems increase in cost of raw material etc. The changing technology and ever existing desire by the individual and the organization to produce a better product at a more economical rate has also acted as catalyst for the dynamic process of change. More and more soap manufactures are trying to capture a commanding market share by introducing new products. The soap industry in India faces a cut throat competition with multinational companies dominate the market. They are also facing severe threat from dynamic and enterprising new entrance especially during 1991-92.

If we look back into the history of soaps & detergents, mankind knew about soaps nearly 2000 years back i.e. in 70 A.D. when Mr. Elder accidentally discovered the soap, when roasted meat over flowed on the glow in ashes. This lump like product was soap & had foaming & cleansing character. In 1192 A.D. the first commercial batch of soaps was made & marketed by M/s Bristol soap market in London, from there in 1662A.D. the first patent for making soap was taken in London. The world consumption of soap in 1884A.D. was said to be 2lakh tonnes p.a.

HISTORY OF THE SOAP Soap manufacturing was started in North America. Some American companies with well known names were started 200 years ago. During middle age soap was made at various places in Italy, France, England & other countries. France became famous & many small factories were established there. In India the first soap industry was established by North West soap company in1897 at Meerut following the Swadeshi movement. From 1905 onwards few more factories were setup.

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

They are, Mysore soap factory at Bangalore Godrej soap at Bombay Bengal chemicals Tata oil mills 1930 lever brothers company

THE INDIAN SOAP INDUSTRY SCENARIO The Indian soap industry has long been dominated by hand full of companies such As : 1. Hindustan levers limited. 2. Tata oil mills (taken over by HLL) 3. Godrej soaps private limited. The Indian soap industry continued to flourish very well until 1967-68, but began to stagnate & soon it started to recover & experienced a short upswing in 1974. This increase in demand can be attributed due to; 1. Growth of population. 2. Income & consumption increase. 3. Increase in urbanization. 4. Growth in degree of personal hygiene. Soap manufacture has 2 classifications, organized and unorganized sectors. KSDL comes Under organized sector.

PRESENT STATUS India is the ideal market for cleaning products. Hindustan liver, which towers over the cleaning business, sells in all over the cleaning business but the tiniest of Indian settlements. The 7.4lakhs tons per annum soap market in India in crawling along at 4% The hope lies in raising Rupee worth, the potential for which is high because the Indian soap market is pseudo in nature & it is amazingly complex being segmented not only on the basis of price benefits, but even a range of emotions within that outlining framework.

PROBLEMS OF SOAP INDUSTRY

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

Soap industry faces some problems in case of raw materials. The major ingredients are soap ash, linear alkyl, benzene& sodium. Tripoli phosphate poses number of serious problems in terms of availability. The demand supply gap for vegetable oil is 1.5 to 2 lakh tons & is met through imports. In recent times, caustic soda and soap ashes in the cheaper varieties of soaps are quite high.

COMPANY PROFILE
BACKGROUND & INCEPTION OF THE COMPANY
Karnataka soaps & Detergents Limited, a successor to the government soap factory, which is one of the premier factories among the Indian soap industries. After World War 1, there was a slump in the sandal wood export to the west. It dropped a blanket of gloom over business & trading in India.

The Maharaja of Mysore turned this threat in to an opportunity, by sowing the budding seeds of KS & DL on the out skirts of Kati forest, near Bangalore in 1918.The project took shape with the engineering skill and expertise of a top-level team with the inspection of the Divan of Mysore Late Sir. M. Vishvesvaraya & with the service of scientists late Sir S.G. Shastry, Professor Watson & Dr. Sub rough.

The entire credit goes to Sir. S.G.Shastry, who improved & made the process perfect of, Manufacturing of sandalwood oil & world famous Mysore Sandal Soap.

HISTORY OF KS&DL (INCEPTION)


The factory was started a very small unit near K.R.Circle, Bangalore with the capacity of 100 tons p.a in 1918. Then, the factory shifted its operations to Rajajinagar industrial area, Bangalore in July 1957. The plant occupies an area of 42 acres (covering soap, detergent & fatty acid divisions) on the Bangalore-Pune Highway easily accessible by transport services and communication.
P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga. 3

KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

In November 1918, the Mysore Sandal Soap was put in to the market after sincere effort & experiments were undertaken to evolve a soap perfume blend using sandalwood oil as the main base to manufacture toilet soap.

NATURE OF BUSINESS
The company KARNTAKA SOAPS & DETERGENTS LIMITED is a premiere soap manufacturing company based in the state of Karnataka. Its nature of business is basically manufacturing of toiletries including soaps, detergents, incense sticks, talcum powders and the like. The company is in operation for almost Hundred years with a wide range of product portfolios that range from simple soaps to fragrance soaps and detergents. Its product range is tailored to meet the needs of the customers from both the higher and lower income strata of the society. The company believes in the philosophy of carrying on business not only with the aim of making a profit but also serving the society by being socially responsible and the same time engage in business that protects its culture.

VISION, MISSION 1 VISION


Keeping pace with globalization, global trends & the States policy for using Technology in every aspect of governance. Ensuring global presence of Mysore Sandal products while leveraging its unique

Strengths to take advantage of the current Tech scenario by intelligent & selective Diversification.

2 MISSION
To serve the National economy. To attain self-reliance. To promote purity & quality products To build upon the reputation of Mysore sandal soap based on pure sandal oil.

PRODUCT PROFILE

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

The products produced at KS&DL are the Soaps, Detergents, Agarbathies and Sandalwood oil.

PRODUCT RANGE FROM THE HOUSE OF MYSORE SANDAL SOAP

PRODUCT

DESCRIPTION

Mysore

Sandal

Soap

(75gm,125gm & 150gm)

Mysore (75gm)

Sandal

Special

Soap

Mysore (75gm)

Sandal

Baby

Soap

Three-In-One Gift Pack (SJR) 3Tabs (150gm Each)

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

Mysore (125gm)

Sandal

Gold

Soap

Mysore (100gm)

Rose

Soap

Six-In-One (150gm Each)

Gift

Pack-

6Tabs

Mysore

Sandal

Gold

sixer

Tabs

(125gm Each)

Mysore Sandal Soap Bath Tablet Trio 3nos. (150gm Each)

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

Mysore (75gm).

Sandal

Classic

Soap

Mysore Sandal 3 in 1soap (150gm)

Mysore (75gm)

Sandal

Herbal

Care

DETERGENTS KS&DL also manufactures high quality detergents applying the latest spray drying technology with well balanced formulation of active matters & other builders; they provide the ultimate washing powder. 1. Sansor Detergent Powder 2. Mysore Detergent Powder 3. Mysore Detergent bar 4. Mysore Detergent Cake AGARBATHIS 1. Mysore Sandal premium
P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga. 7

(1kg/2kg) (1kg/500gms) (250gms) (125gms/250gms)

KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

2. Mysore Rose 3. Suprabath 4. Parijata 5. Venkateshwar 6. Ayyappa 7. Chandhana 8. Mysore Sandal Gold 9. Mysore Jasmine. 10. Bodhisatva. 11. Durga. 12. Alif Laila.

ANDALWOOD OIL In 5ml, 10ml,20ml, 100ml,500ml,2kg,5kg,20kg,and 25kg packing POWDERS

1. Mysore Sandal Talk: Cooling & Healing, Fragrant freshness, Net. Wt 20gm, 60gm, 300gm and 1kg.

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

2. Mysore Sandal Baby Powder: Tender loving care for baby& Mummy. Net wt 100-400gms.

NEW PRODUCTS LAUNCHED


1. Wave Turmeric Soap. 2. Wave Hand Wash Liquid Soap. 3. Herbal Care Liquid Soap. 4. Agarbathies Mysore Sandal 3 in 1.

AREA OF OPERATION
KS&DL has a long tradition of maintaining the highest quality standards, right from the selection of raw materials to processing and packaging of the end product & are exported regularly to UAE, Bahrain, /Saudi Arabia, Kuwait, Qatar, South East Asian countries as well as North America & South America. The sandalwood oil, of course, is much sought after by the leading perfume houses of the world Such as France, UAE, UK, USA, Germany, Japan, and Saudi Arabia. All the toilet soaps of KS&DL are made from oils & fats of vegetable origin & totally free from animal fat.

OWNERSHIP PATTERN
Wholly owned by Government of Karnataka.

Competitors of KS&DL
Hindustan Lever Limited. Godrej Soap Private Limited. Proctor & Gamble.

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

Wipro. Tata Oil Mills. Nirma Soaps.

Infrastructural facilities
KSDL is located in the heart of the city and therefore as far as proximity is concerned, it is beneficial to the company in terms of consigning raw materials and other resources required for manufacturing activity to take place. The company has lush green campus, thereby the layouts being ergonomically designed to suit the smooth movement of machinery and men. The company has other infrastructural facilities like huge warehouses, designed particularly to store the soaps and detergents. The company also provides proper canteen and sanitary facilities to its employees. The company has transportation facilities for its employees and to dispatch the finished goods too.

Awards accredited to KSDL


KS&DL has bagged ICWAI National Award for Excellence in cost management of the year 2007. Export sales standards at Rs.6.27 cores for the year 2008-09 against correspondent period of last year of Rs.6.00 cores. Company has entered into US, JAPAN Markets apart from traditional Asian and Middle East markets. Installed Talcum Powder Unit in Bangalore Complex at a cost of Rs, 65lakhs Sept 2009. Introduced new economic pack Nagachampa Agarbathis at Rs.10/- to reach the maximum customers by outsourcing from rural areas helping rural generation. The total sales of Agarbathis have gone up from Rs3.5crores to Rs 5crores. Launched new wave turmeric toilet soap in the popular segment in Andhra pradesh , Karnataka & Chennai. Launched herbal liquid hand wash in Karnataka, Chennai & Hyderbhad.

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

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KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

Good response is being received from the farmers for grow more sandal scheme launched by the company.

ORGANIZATION STRUCTURE:
Structure is the basis for specialization and co-ordination influenced primarily by strategy and by organization size and diversity. It refers to organizational arrangements for performing the tasks and activities. The structure could be functional, product wise, etc. it also establishes the inter relationship between various functions, the organization chart that displays who has to report to whom and how tasks are divided and integrated.

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

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KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

SWOT ANALYSIS
INTRODUCTION
SWOT Analysis is one of the techniques to analyze the companies environment so that it can strategically align its resources to meet the competitive needs of the growing market. It is a technique to chart out the strengths and weaknesses that are internal to the companys range of activities and opportunities and threats that are external to it. With SWOT analysis in the backdrop, the company can afford valuable environmental scanning for its prospects.

STRENGTHS The factory is located in the heart of the city & has all infrastructure facilities. They require quick movement of raw materials & finished products. Due to its Proximity, habitation movement of men and material are easy. The company has modern manufacturing facility with maximum capacity, brand loyalty of consumers and has 90% of sandal soap market, foreign technology to suit indigenous condition due to government participation, little financial crisis with backup from government. A very good dealership network, which ensures that the products reach every Loop and corner. A very little competition for its major products sandal soap An ISO 9002 certified company has its own brand image. Diversified product range keeps the company stable. Abundant availability of raw materials. Two sandalwood oil factories in Shimoga and Mysore, which produce 75% of Worlds sandal wood oil.

WEAKNESS Power intensive: dependent on power may miscarriage here results in under

utilization Of capacity. . Marketing strategy lacks effective advertising and publicity. R&D is not effective in as much as it has not made any brake through in new

products.

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

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KARNATAKA ANTIBIOTICS & PHARMACEUTICALS LIMITED

It has only 8% of the total detergent market share. Due to lack of direct sales, debts with many dealers are turning bad. Unskilled labor coupled with excess labor hampers profitability. Product lies underutilized.

OPPORTUNITIES:

1. The toilet soap and the detergents market is an over expanding industry and a major company likes KS& DL with its manufacturing expertise can call the shots if it reaches peak manufacturing capacity. 2. Good export market should tap foreign market vigorously. 3. At present it has Good raw material sources to enhance production.

THREATS: 1. Competition from other global leaders like HLL. 2. Government interference may reduce growth potential. 3. As the company depends on forests for its main raw materials, it makes the company to Find chemical alternative to sandalwood.

P G Dept. of Management Studies & Research Centre, PESITM, Shivamogga.

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