Purchase & Negotiations Assignment: Individual

Company : ITC Ashirvaad.

What does the company manufacture and sell? How has the company come this far? Who are
the major customers and suppliers? How is the company organized to meet their output
requirement, and to satisfy their customers?
Ans:
Aashirvaad is a brand of staple food and kitchen ingredients owned by ITC Ltd.
The Aashirvaad range of products include Atta, Ready-meals Salt, Spices and Instant mixes.
Aashirvaad Journey can be elaborate as follows:
Aashirvaad Atta was launched on 27th May 2002 and within a short span has become the
number one in branded packaged atta across the country for longer.
Aashirvaad whole wheat atta 0% maida and 100% atta.
Premium quality atta, made from 100% MP 'Sharbati' wheat.
From the stable of Indias most trusted Atta brand - Aashirvaad - comes a new
variety Aashirvaad Atta with Multigrains.
Aashirvaad Ready Meals
a range of ten of the most popular Indian dishes in a ready to eat format. A unique food
processing technology and a 4 layer international pouch, combine to provide a wholesome
dish, carefully preserved. This unique technology ensures freshness and taste is maintained
without the use of preservatives - 100% natural! Just heat and eat!
Salt
ITC launched branded packaged salt under the brand name Aashirvaad Salt on 26 March
2003.
Spices
ITC forayed into the branded spices market with the launch of Aashirvaad Spices in Northern
India in May 2005. The offering currently consists of Chilli, Turmeric and Coriander powder
in SKUs of 50g, 100g, 200g and 500g each.
Instant mixes
This range, launched in March '06, includes Gulab Jamun, Rava Idli, Rice Idli, Rice Dosa,
Khaman Dhokla, Rasmalai and Vada mix. The Rava idli Mix is available in 500g pack and
rest of the products are available in 200g packs. The latest entrants to the portfolio include
Rasmalai and Vada mixes. Rasmalai mix is available in 126g pack and Vada mix in 200g
pack.
There customers are the working couple who doesnt have enough time for cooking can use
ready-meals, Mothers- understand how important it is to every mother to provide the best for
her children and family. And it has been the companys constant endeavor to help her do,

exactly that and make sure our product ingredients are carefully nurtured and processed, with
love and care, health conscious- each and every product of Aashirvaad is produce with
maintaining high quality Aashirvaad believes in offering their customers/consumers only the
best because they deserve it.
Regarding supplier : Straight from the source to deliver the promise of quality they source
thier products directly from farmers through the e-choupal initiative. And from these, we
choose only the finest grains and the purest of spices. We deliver on our promises, so you can
deliver on yours to your family.

2. How is the purchasing function organized? How is the purchasing department

positioned to satisfy the objectives of the company? What are the specific objectives
of the department? How do they relate to the objectives of the company?

3. Based on your study please suggest the areas of improvement in the company and
discuss how the Purchase department could lead to a more efficient/effective system
in the company.