Profile Report On NATIONAL FOODS LIMITED

Profile report on
NATIONAL FOODS LIMITED
www.nfoods.com
Prepared For
Department of Business Administration
The University Of Karachi
Prepared By
Hira Ahmed
MBA - II
Defence Authority College of Business
Spring 2009
Profile report on: NATIONAL FOODS LIMITED
L etter o f A cknowledgement
Dear reader,
i
I am grateful to almighty ALLAH, the most gracious, merciful and beneficent

who helps me in every field of life. By whose grace I have been able to
complete this project successfully.
Mrs. Sofia Ali assigned this report to me. I am thankful to her and appreciate
her efforts for providing me complete support, encouragement and guidance.
ii
I wish to thank my seniors, who helped me in making in the report and who
helped me in providing information regarding different fields in the
organization.
Sincerely,
iii
Hira Ahmed
iv
v
E xecutive S ummary
Food! What we eat defines our personality, shapes our way of living and
chalks out our physical appearances.
National Foods is one such company, dedicated to improving lives through

providing healthy, innovative foods items that excel in quality and provide
vi
value for money. With a range of over 110 products in 12 major categories, we
are one of the largest food companies in the business.
This report has covered all the major areas where NATIONAL FOODS
LIMITED has proved its ground of competition & marketing.
vii
Page
S. NO Title No
1 Historical Background 1-2
2 Introduction 3
3 About the Company 4
4 Mission 5
5 Vision 6
6 Mission 20/20 7
7 Core Values 8-9
8 Brand Pillars 10
9 Company Information 11-14
10 Products 15-17
11 Competitors 18
12 Awards & Certificates 19-20
13 Conclusion 21
14 Bibliography 22
Contents
viii
ix
x
xi
Historical Background
National Foods was formed when the present management took over a small
company called "National Food Laboratories Limited", with the idea of
1
introducing spices in branded, clean, packaged form to the consumers. This

was a revolution in the Pakistani market.
1970-1980
The Company began its life in a rented warehouse in Dinar Chambers with an
initial sale of only Rs 16,487 in its first year. In 1978 National foods limited
2
purchased a new spice mill and packaging plant as a step towards being a
progressive company.
1980-1990
In 1981, the company launched its Salt Products which proved out to be a
successful and lucrative venture for the company. In 1986, the new factory
complex was constructed. In 1988, National Foods became the certified
3
vendor of McCormick, USA, as part of their Supplier Certification Program.

The certification was awarded on the basis of excellent production and quality
credentials. In the same year, National Foods, then a Private Limited
company was converted into a Public Limited concern.
4
Guided by its founding principles of quality and purity (which remain intact),
National Foods enjoyed success in its pioneer venture, which permitted
steady expansion into other categories.
5
1990-2000
1991 experienced diversification in the company's products portfolio with the
launch of the pickle range. In 1992, as an effort towards contribution for social
welfare and responsibility, it joined hands with UNICEF, in order to propagate
the use of iodized salt, to fight diseases like goiters. In 1997, National Foods
ventured forth with its wet range and Ketchups and Jams were launched in
the
6
market. The ISO certification achieved in 1998 further assisted our pursuit of
excellence.
In 2000, mainstream products were launched in Australia to offer ethnic food

to non-Asian consumers.
7
2000 till now

2002 has been a crucial year as it has witnessed three major capital
investments, namely the launch of Bin Qasim Industrial Unit, deployment of a
New Sauce Plant and ERP (Enterprise Resource Planning) Software
implementation.
8
It has been 30 years since National Foods was formed. Today, it is well
established, in fact a household name. Its products are sold not only
domestically, but also in far-flung corners of the globe.
9
10
I ntroduction
National Foods Limited (NFL), founded in 1970, is today Pakistan’s leading
multi-category Food Company with over 250 different products in 12
categories. It is the only food Company in Pakistan to have ISO 9001 and
11
HACCP certifications along with SAP business technology to drive the

Company’s strong commitment to quality and management excellence. NFL is
an international brand sold in over 35 countries and it aims to be a Rs. 50
billion company under its Vision 20/20. NFL is dedicated to improving the well-
being of society through continuous development of innovative food products
and through a wide-ranging corporate social responsibility program .
12
13
14
A bout the C ompany

15
National Foods was founded in 1970 and started out as a Spice company. 3
decades later it has diversified into a versatile Food Company with over 110
products and 165 and above SKUs (Stock Keeping Unit) for the domestic
market and over 100 different products for the international markets.
The vision to see National Foods as a professionally managed Human

Resource company, set more then 7 years ago, was realized by transforming
16
a local company into a very dynamic and progressive management structure

in line with industry practices.
Competent Human Resources from within the company have fuelled

tremendous growth by excelling in Functional Management. Even after 3
decades the company's focal point still remains on Customer's needs
through Product development in line with the changing market trends.
17
In this innovative age of ever changing lifestyles, fuelled by the rampant

development of technology; consumers have been compelled to change their
eating habits. National Foods responds to this challenge of developing
innovative food products based on convenience and fast preparation in line
with modern lifestyles and yet retains traditional values through its impressive
collection of food products.
18
The brand delivers its ultimate promise by consistently delivering value to its
consumers. National Foods enriches family relationships by bringing people
together for family traditions, feasts, seasonal holidays and of course -
everyday life.
19
M ission Statement
 To deliver consistent quality to our customers using pure ingredients,
authentic recipes and the best available technology.
20
 Dedicated to continuous improvement through active alliances with

international companies by expanding technological and product horizons.
 To maintain close and direct contact with our customers through consumer
insights and dedicated service.
 To provide external and internal customer service by excelling in functional
management.
21
 To promote professionalism at all levels through education, training and

development of human resources.
 To deliver a fair return to our valued investors and shareholders, annually,
in line with industry norms and economic conditions.
22
23
Vision
 To be an INNOVATIVE, MARKETING and RESEARCH oriented
company.
24
 To be a leader and take advantage of our leadership position in all product

categories.
 To develop products with market potential through the means of
indigenous technology and Research & Development.
 To market our products globally.
 To target new, emerging segments of the food market.
 To become a global brand.
25
26
27
28
M ission 20/20
To be a Rs. 50 billion food company by the year 2020 in the convenience food
segment by launching products and services in the domestic and international
29
markets that enhance lifestyle and create value for our customers through
management excellence at all levels
30
31
32
C ore V alue
Passion
33
We act with intense positive energy and are not afraid to take risks. We
challenge ourselves continuously and have pride for what we do and are good
at it.
People-centric
34
We put our people first. Treat them with respect and actively contribute
towards their development.
Customer Focus
We see the world through the eyes of our customers. We do everything

possible that makes them happy.
35
Leadership
We are part of the solution……never the problem. We act like owners and
have a positive influence on others.
Teamwork
36
Our roles are defined, not our responsibilities. We believe in going the extra
mile to accomplish our goals. We coach and support each other ensuring
everyone wins. We have a “WE” versus “I” mindset.
Ethics
37
We don’t run our business at the cost of human or ethical values.
Excellence in execution
We say…we do…we deliver. We talk with our actions. We strive for nothing
but the best. Execution is the key to winning!
38
Accountability
We see, we act, we take full responsibility for our actions and results.
We don’t blame others for our mistakes; we analyze them and correct them.
39
40
41
Brand Pillars
White is the colour of PURITY
42
Purity is our first value. Purity of thought and of action.

Purity as an uncompromising standard. Purity as a way of life.
The colour red in our logo stands for TRUST

Trust placed in us by our customers, our trade partners, our shareholders and
our employees.
A Trust that National Foods Limited has upheld for the past 37 years.
43
The colour Orange in our logo represents our rich HERITAGE

A proud heritage of striving for excellence handed down by our founding
generation to the present generation.
A belief in our Heritage is the strong foundation on which our business
continues to grow.
44
Purple, a colour of life that for us means CONVENIENCE for our

customers
All our products aim to enhance convenience for our customers and our trade
partners.
Convenience is a NFL value.
Yellow signifies brightness & for us brightness means INNOVATION
45
Innovation is a key NFL Value.

Innovation drives our ability to remain contemporary in response to our
consumers needs.
46
Company Information
Board of Directors
Mr. A. Majeed Chairman
Mr. Abrar Hasan Managing Director / Chief Executive
47
Mr. Waqar Hasan Director

Mr. Khawar M. Butt Director
Mr. Zahid Majeed Director
Mr. Ebrahim Qassim Director
Ms. Jamila Waqar Director
Ms. M. E. Majeed (Appointed) Director
Mr. Firasat AM (Resigned) Director (N.I.T. Nominee)
48
Mr. Habib A. Ismail Khairani Company Secretary
AUDITORS Riaz Ahmad, Saqib, Gohar & Company

Chartered Accountants,
5-Nasim Co-operative Housing Society Ltd.
Major Nazir Bhatti Road,
Off Shaheed-e-Millat Road, Karachi.
49
Phone: 4945427 - 4946112

Fax: 4932629
REGISTRAR Noble Computer Services (Pvt.) Limited

14-Banglore Town Housing Society,
Shara-e-Faisal, Karachi-75350.
50
Phones: 4546978-4520121
Fax: (92-21) 4314962
51
BANKERS Bank AI-Habib Limited

Mackinnons Building. I.I Chundrigar Road,
Karachi.
Phones : 2412986 (10 Lines)
Fax: 2419752
52
S.I.T.E. Branch,
Plot # B/76 S.S Chambers S.I.T.E., Karachi.
Phones : 2571710-11 (92-21) 2571522
Garden Town Branch
Lahore City.
Phone : 5869366-8
53
Bank Al-falah Limited,

B.A. Building. I.I Chundrigar Road, Karachi.
Phones : 2414030 (10 Lines)
Fax: 2417006
Muslim Commercial Bank Limited,
Clifton Corporate Branch Kulsom Court,
Clifton, Karachi.
54
Phones: 5872286 - 5831835

Fax: 5872058
Habib Bank Limited
Hub River Road Branch, Karachi.
Phone: 2572 197
55
REGISTERED OFFICE 12/CL-6, Claremont Road,

Civil Lines, Karachi – 75530,
P.O. Box No. 15509.
Phones: 5662687, 5670540, 5670585,
5670646, 5670793 & 5672268
Fax No. 5684870
56
AUDIT COMMITTEE
Mr. Waqar Hasan Chairman
Mr. Khawar M. Butt Member
Mr. Ebrahim Qassim Member
Mr. Habib A. Ismail Khairani Secretary
57
INTERNAL AUDITORS
M/s Feroz Aziz & Co.
Chartered Accountants
CHIEF FINANCIAL OFFICER

Mr. Abdul Rahim
58
COMPANY MANAGEMENT
Mr. Abrar Hasan Chief Executive
Mr. Habib A. Ismail Khairani General Manager Corporate Finance
Mr. Abdul Rahim General Manager Finance
Mr. S.M.H. Wasti General Manager Material
Management
Mr. Shaikh Irfan Aziz Exec. Manager Human Resource
59
Mr. Abdul Razzaq Kodvavi Exec. Manager Logistics

Mr. Nasir Hameed Exec. Manager Engineering &
Development
Mr. Noman -ur-Rehman Exec. Manager Quality & Process

Engineering
Mr. M.Azhar Ali Manager Production
60
Mr. Shoib Siddiqui Marketing Manager

Mr. Zaheer Ahmed Trade Marketing Manager
61
62
PRODUCTS
63
64
65
National Ketchup & sauces
66
National Jams
67
National
Pickles
68
National Salt
69
70
National Recipe Masalas
71
National Powdered spices
72
National Snacks
73
Dessert range
74
Health Food (Diet and sugar free)
75
Rivaaj Pastes
76
Ronaq Ready made meals
77
Chinese Sauces
78
79
80
C OMPETITORS
81
82
Shan foods are the top competitors of National foods in the packaged
masala category.
Mitchell’s & Shezan are top competitors of National foods in the jam,
jelly & marmalades category.
83
Rafhan is a top competitor of National foods in dessert category.
84
Ahmed foods, Mitchell’s, King’s, Knorr & Shangrilla foods are the top
competitors of National foods in ketchup and sauces category.
Ahmed foods & shezan foods are top competitors of National foods
in pickles category.
85
Other than these major food companies there are a lot of competitors of
National foods in the market with the likes of Rivayat masalas, Naseem
masalas & habib masalas in spice & masala category.
86
87
88
89
A WARDS &
C ERTIFICATES
90
91
92
93
Halal Certificate Certificate for ISO 9001:2000

awarded to National Foods
94
95
Halal Food Certificate For Muslims, SITE Association presented

by Taiwan Monosodium Glutamate: the Prime Minister of
Pakistan,
96
Certified Halal Food for Muslims Ms. Benazir Bhutto
97
98
Chamber of Commerce FPCCI Merit Trophy 2000-

2001
and Industries Award for for export of food items
Best Exporter in Food Products
99
for 3
consecutive years
(1997-1999)
100
101
Mr. Abrar Hasan (CEO, National Foods) receiving an award from the
Labour Minister for the company's achievement in the area of
Human Resource Policies & Practices on May 18th, 2000
102
Conclusion
The above-mentioned facts and information brings us through all the areas of
National foods limited operating internationally and in Pakistan. All the major
products have been discussed and different areas have been highlighted.
103
The report started by giving the historical view of National foods World up till
now. National foods limited continue to invest in Pakistan in order to respond
and to meet the challenges by capitalizing on the market opportunities and
ensuring the benefits of latest technologies.
104
105
106
Bibliography
Websites:
107
www.nfoods.com
http://www.paksearch.com/Annual/Annual
%2003/nationalfoods03.htm
www.google.com/nationalfoods
108
109

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NATIONAL FOODS LIMITED

I am grateful to almighty ALLAH, the most gracious, merciful and beneficent

National Foods is one such company, dedicated to improving lives through

introducing spices in branded, clean, packaged form to the consumers. This

vendor of McCormick, USA, as part of their Supplier Certification Program.

In 2000, mainstream products were launched in Australia to offer ethnic food

2000 till now

HACCP certifications along with SAP business technology to drive the

A bout the C ompany

The vision to see National Foods as a professionally managed Human

a local company into a very dynamic and progressive management structure

Competent Human Resources from within the company have fuelled

In this innovative age of ever changing lifestyles, fuelled by the rampant

 Dedicated to continuous improvement through active alliances with

 To promote professionalism at all levels through education, training and

 To be a leader and take advantage of our leadership position in all product

We see the world through the eyes of our customers. We do everything

We don’t run our business at the cost of human or ethical values.

Purity is our first value. Purity of thought and of action.

The colour red in our logo stands for TRUST

The colour Orange in our logo represents our rich HERITAGE

Purple, a colour of life that for us means CONVENIENCE for our

Yellow signifies brightness & for us brightness means INNOVATION

Innovation is a key NFL Value.

Mr. Waqar Hasan Director

Mr. Habib A. Ismail Khairani Company Secretary

AUDITORS Riaz Ahmad, Saqib, Gohar & Company

Phone: 4945427 - 4946112

REGISTRAR Noble Computer Services (Pvt.) Limited

BANKERS Bank AI-Habib Limited

Bank Al-falah Limited,

Phones: 5872286 - 5831835

REGISTERED OFFICE 12/CL-6, Claremont Road,

CHIEF FINANCIAL OFFICER

Mr. Abdul Razzaq Kodvavi Exec. Manager Logistics

Mr. Noman -ur-Rehman Exec. Manager Quality & Process

Mr. Shoib Siddiqui Marketing Manager

National Ketchup & sauces

National Recipe Masalas

National Powdered spices

Health Food (Diet and sugar free)

Ronaq Ready made meals

Rafhan is a top competitor of National foods in dessert category.

Halal Certificate Certificate for ISO 9001:2000

Halal Food Certificate For Muslims, SITE Association presented

Certified Halal Food for Muslims Ms. Benazir Bhutto

Chamber of Commerce FPCCI Merit Trophy 2000-

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