Index

SL.NO.

TOPIC

PAGE NO.

EXECUTIVE SUMMARY

II

INDUSTRY PROFILE

STATUS OF RICE MILLING UNITS IN INDIA

THE HISTORY OF RICE
NUTRITIONAL INFORMATION
INTRUDUCTION TO THE STUDY

III

IV

ORGANIZATION PROFILE
i.

COMPANY PROFILE

ii.

CORPORATE VISION

iii.

CORPORATE MISSION

iv.

BACKG ROUND OF THE COMPANY

v.

PROMOTERS

vi.

GOALS AND OBJECTIVES

vii.

SWOT ANALYSIS

viii.

STRENTGHS

ix.

WEAKNESSES

x.

OPPORTUNITIES

xi.

THREATS

xii.
xiii.

PRODUCT PROFILE OF THE COMPANY

ORGANISATION STRUCTURE

RESARCH METHODOLAGY

VI

DEPARTMENTAL STRUCTURE ANALYSS

VII

FIDINGS

VIII

SUGGESTIONS AND CONCLUSION

IX

ANEXTURE

BIBLOGRAPHY.

EXECUTIVE SUMMARY
An organizational study was undergoing at Anand Rice Mill and Branded
and Unbranded Rice. A detailed study was undertaken to understand the overall
functions of the organization and individual functional departments such as
Production, Human Resource, Finance and Marketing. The Products to be obtained
through paddy from the Rice Milling plant are Rice, Broken rice, Husk and Bran.
And the industry produces the different qualities of rice such as HMT sona, Sona
masoori, Emergency, BT, IR64, and Swarna.

INDUSTRY PROFILE
Paddy in its raw form cannot be consumed by human beings. It needs to be suitably processed for
obtaining rice. Rice milling is the process which helps in removal of hulls and barns from paddy
grains to produce polished rice. Rice forms the basic primary processed product obtained from
paddy and this is further processed for obtaining various secondary and tertiary products.

Status of Rice Milling Units in India

Rice milling is the oldest and the largest agro processing industry of the country. At present it has a
turnover of more than 25,500/- crore per annum. It processes about 85 million tons of paddy per
year and provides staple food grain and other valuable products required by over 60% of the
population. Paddy grain is milled either in raw condition or after par-boiling, mostly by single
hullers of which over 82,000 are registered in the country. Apart from it there are also a large
number of unregistered single hulling units in the country. A good number (60 %) of these are also
linked with par-boiling units and sun -drying yards. Most of the tiny hullers of about 250-300 kg/hr
capacities are employed for custom milling of paddy. Apart from it double hulling units number
over 2,600 units, under run disc shellers cum cone polishers numbering 5,000 units and rubber roll
shellers cum friction polishers numbering over 10,000 units are also present in the country. Further
over the years there has been a steady growth of improved rice mills in the country. Most of these
have capacities ranging from 2 tones /hr to 10 tones/ hr. Rice milling is one of the major industries
in Kolhapur District. Ajra, Gargoti, Panahala, Gaganbavda & adjoining areas are major RICE
Production.

Sr No

Region

Area

Rice/Rough

Rice/Rough

(lakh ha)

rice

rice

production

productivity

Konkan

4.136

(lakh tones)
10.42/15.10

(t/ha)
2.56/3.65

Western
Maharashtra
(Rice growing
districts)
Marathwada
(Non traditional
rice growing
area)
Vidarbha

3.298

6.08/8.82

1.85/2.67

0.242

0.10/0.14

0.42/0.59

7.319

73/8.31

0.78/1.14

--

22.34/32.37

1.39/2.01

4
Total

14.995

The scenario & status of these industries of the district has been highlighted in terms of its product
range, growth / trends, trade, investment, technology and other significant issues which project the
clear cut scenario of these industries.

THE HISTORY OF RICE

According to the Microsoft Encarta Dictionary (2004) and the Chambers Dictionary of
Etymology (1988), the word 'rice' has an Indo-Iranian origin. It came to English from Greek
Oryaz, via Latin Oriza, Italian riso and finally Old French Ris the same as present day French riz.
It has been speculated that the Indo-Iranian vrihi itself is borrowed from a Dravidian vari. Vari, in
Telugu Warinci or the Tamil arisi, from which the Arabic Ar-ruzz, from which the Portuguese
and Spanish word Arroz originated.
Rice is a grain belonging to the grass family. The plant, which needs both warmth and moisture to
grow, measures 2-6 feet tall and has long, flat, pointy leaves and stalk-bearing flowers which
produce the grain known as rice. Rice is consumed by nearly one-half the entire world population
and many countries, like Asia, are completely dependent on rice as a staple food.
Rice is one of the few foods in the world which is entirely non-allergenic and gluten-free.
There are many unproven mythological tales as to how rice came to be, though historians hold little
or no stock in any. Most believe the roots of rice come from 3000 BC India, where natives
discovered the plant growing in the wild and began to experiment with it. Cultivation and cooking
methods are thought to have spread to the west rapidly and by medieval times, southern Europe
saw the introduction of rice as a hearty grain.
The first cultivators of rice in America did so by accident after a storm damaged ship docked in the
Charleston South Carolina harbor. The captain of the ship handed over a small bag of rice to a local
planter as a gift, and by 1726, Charleston was exporting more than 4,000 tons of rice a year.
TODAY

Today, rice is grown and harvested on every continent except Antarctica, where conditions make
its growth impossible. The majority of all rice produced comes from India, China, Japan,
Indonesia, Thailand, Burma, and Bangladesh. Asian farmers still account for 92-percent of the
world's total rice production. More than 550 million tons of rice is produced annually around the
globe. In the United States, farmers have been successfully harvesting rice for more than 300 years.
There are thousands of strains of rice today, including those grown in the wild and those which are
cultivated as a crop.
NUTRITIONAL INFORMATION
Rice remains a staple food for the majority of the world's population. More than two-thirds of the
world relies on the nutritional benefits of rice. Rice is naturally fat, cholesterol and sodium free. It
is a complex carbohydrate containing only 103 calories per one-half-cup serving.
INTRUDUCTION TO THE STUDY
Rice is the staple food for 65% of the population in India. It is the largest consumed calorie source
among the food grains. India is the second largest producer of rice in the world next to China.
West Bengal is the leading producer of paddy in the country. It accounts for 16.39% of the total
production, and the other leading states are Uttar Pradesh (13.38%), Andhra Pradesh (12.24%),
Punjab (9.47%), Orissa (7.68%) and Tamil Nadu (7.38%); the remaining states account for 33.45%
of the production.
Indian Basmati Rice has been a favorite among international rice buyers. Indian rice will is highly
competitive and has been identified as one of the major commodities for export. This provides us
with ample opportunity for development of rice based value-added products for earning more
foreign exchange.
Modern rice mills are having high capacity and are capital intensive, although efficient have been
developed for obtaining rice by processing the Paddy from its raw form are playing the significant
role in the development of agro processing industries.
So I choose my topic as an organizational study at to get an integrated understanding of the
organization and its work culture

ORGANIZATION PROFILE

COMPANY PROFILE

Name of the company: ANAND RICE MILL.

Type of company: PROPRIETORSHIP
Name of the proprietor: Shri. Anil Desai.
Production products: Rice
Place: At po. Kagal Midc, Tal Kagal, Dist. Kolhapur, Maharashtra.
Production products: Rice

CORPORATE VISION
To achieve a national dominance in the rice industrial sector
Anand Rice Mill has been investing in developing competencies such as the
automation at each processings of the production to deliver superior quality
with total Customer Orientation.
CORPORATE MISSION
Empowerment through customer satisfaction thereby providing good quality
products at an affordable price

BACKGROUND OF THE COMPANY

M/s ANAND RICE MILL is a PROPRIETORSHIP firm constituted on 20 th Sep. 2012. The
proprietor of the firm are namely Shri. Anil Desai
The proprietor has experience in the said business of Rice Manufacturing and Trading. The rich
experience of the proprietor, in the business of Rice Industry has resulted in the outcome of this
constitution.

PROMOTERS

A brief profile of the promoters is as follows

Shri. Anil Desai aged 38 years, has been carrying on the business of rice milling & trading
activities for 3 year.
GOALS AND OBJECTIVES

To establish long term relationship with the customers.

Increase the market share by maximizing sales and improve the quality of the products
offered.

To increase export.

Enhance the quality of products thereby utilizing the currently adopted Japanese
technology in a better way.

Continues updatation of the currently adopted Japanese technology.

To induce energy conservation and pollution control system.

To adopt eco-friendly technologies and maintain environmental health.

To act as a catalyst to accelerate industrial development of the region.

SWOT ANALYSIS
This analysis identifies the strong and weak areas as well as opportunities and threats envisaged in
the Anand Rice Mill.
STRENTGHS

Vast experience of all the proprietor in the business of Rice Manufacturing and Trading.

Labors union doesnt exist.

It has its reach throughout the and Karnataka states.

Experienced and qualified people are present in all departments.

Plant is situated at a place where raw materials are available nearby.

It provides different varieties and good quality of rice at reasonable

Prices.
WEAKNESSES

It has concerned market at only Maharashtra and Karnataka states but lacks its presence in
other parts of the nation.

Sufficient amount of promotional policies for promoting the products do not exist in the
organization.

Lack of any clear cut long term marketing strategy, or product positioning has been a major
problem.

OPPORTUNITIES

Rice is the staple food for 65% of the population in India and it is the largest consumed
calorie source among the food grains, hence there is a greater demand for rice both in the
domestic and international market.

Globalization of Indian economy bond to increase the demand levels.

The modernization, rationalization and automation in technology implemented can reap the
benefits in future.

THREATS

With liberalization competition will be more from larger companies and from Asian
Countries both in the domestic and international market.

Recession or political instability will indirectly throw the company into crisis.

Many industries are expanding their capacities.

Imposition of taxes, levies in comparison to neighboring states may taper down the
industry.

Lack of its product promotion and competition in the market by players also stand in the
way of its development.

i.

PRODUCT PROFILE OF THE COMPANY

The Products to be obtained through paddy from the Rice Milling plant are as follows:

Sl.no.

Particulars

1.

Rice

2.

Broken Rice

3.

Husk

4.

Bran

Paddy when milled usually yields apart from marketable rice (head rice, medium and big broken
rice) about 22% husk and 9% bran. The economic utilization of the byproducts is essential for
proper viability of the industry.

1. RICE
The product of Anand Rice Mill remains only the rice, but it has the following different and good
varieties of rice available at reasonable prices on the basis of needs, wants and demands of the
customers;

HMT sona

Sona masoori

Basmati

BT

IR64

Swarna

2. Husk
Husk is not edible, even by animals. Husk has many possible uses. But the most practical,
profitable use is as fuel, particularly in the rice mill. Parboiling and drying of paddy needs heat
energy. Husk is used as fuel in boilers to produce steam and hot air required for the purpose. Husk
has Colorific value of about 3000 kcal/kg (nearly one third of that of mineral oil and half that of
coal). The other uses of husk are loose particle boards and insulating material in building and cold
storages, in shipping and packing material etc. Fully burnt white ash of husk can be used for
manufacturing Sodium silicate, silica gel, insulating bricks and also used as diluents in manure etc.
3. Bran
Rice bran is the most valuable by product of rice milling industry. It contains 12% to 15% protein,
14% to 20% of oil and is rich source of vitamin B. Bran is utilized in several ways. It is used as
feed for animals. It is used as a more valuable source of vegetable oil and should be first solvent
extracted to recover the oil. The extracted bran is used as animal feed.

4. Broken Rice
The medium and large broken rice is mixed with the head rice depending on the marketing
requirements. The small broken rice that is separated during grading of milled rice is sold as such
or used for rice flour making.

ORGANISATION STRUCTURE
Managing Director

PRODn.DPT

FINANCE.DPT

MRKTING.DPT

HR.DEPT

(MNGR)

(MNGR)

(MNGR)

(MNGR)

Q.C
DPT

WARKERS

A/C

DPT

DPT

COSTING
DPT

PURCHES
DPT

SELLING
DPT

SAFTY

SECURITIES

WELFAIR

DPT

DPT

ASSIST

SUPRAVISOR

ASSIST

ASSIST

SUPRAVISOR

ASSIST

GOARDS

RESARCH METHODOLOGY

Research:
Research is nothing but systematic investigation and study of sources & materials. It
establish facts and it reach conclusions.

Methodology:
Methodology is nothing but a body of methods used in a particular activity.
The methodology includes the personal interaction with the finance manager.

The report is based on the information & data gathered from the industry on the
subject matter. For this, various meetings, interactions & interviews were held with
the concerned persons. For gathering information a preform was devised and
necessary information was obtained through personal visits & interaction. This was
a time bound assignment, the emphasis was made on personal Visits & interactions.
The required information was assimilated by two sources.
Primary Data: This data is collected through direct contact with the managing
director of the industry, and the department heads.
Secondary Data: This data is gathered from the reports, induction manuals and
the internet.
Duration of study
The study carried out for period of 3 months, from 02-Dec-2013 to 03-Feb-14

DEPARTMENTAL STRUCTURE ANALYSIS.

FUNCTIONAL DEPARTMENTS
The major departments in the Anand Rice Mill are,

1. Production Department
2. Human Resource Department
3. Finance Department
4. Marketing Department

1. PRODUCTION DEPARTMENT
Production is the process by which goods and services are created. It is the
conversion of raw materials into the finished products and the services by using the
different processes, machines, men, tools and etc.
Definition
Production and Operations Management ("POM") is about the transformation
of

production and operational inputs into "outputs" that, when distributed, meet the

needs of customers.

POM incorporates many tasks that are interdependent, but which can be grouped
under five main headings:
PRODUCT
Marketers in a business must ensure that a business sells products that meet customer
needs and wants. The role of Production and Operations is to ensure that the business
actually makes the required products in accordance with the plan. The role of PRODUCT
in POM therefore concerns areas such as:
- Performance
- Aesthetics
- Quality
- Reliability
- Quantity
- Production costs

- Delivery dates

PLANT
To make PRODUCT, PLANT of some kind is needed. This will comprise the bulk of the fixed
assets of the business. In determining which PLANT to use, management must consider areas
such
- Future demand (volume, timing)
- Design and layout of factory, equipment, offices
- Productivity and reliability of equipment
- Need for (and costs of) maintenance
- Health and safety (particularly the operation of equipment)
- Environmental issues (e.g. creation of waste products) as:

PROCESSES
There are many different ways of producing a product. Management must choose the best
process, or series of processes. They will consider:
- Available capacity
- Available skills
- Type of production

- Layout of plant and equipment

- Safety
- Production costs
- Maintenance requirements
PROGRAMMES
The production PROGRAMME concerns the dates and times of the products that are to be
produced and supplied to customers. The decisions made about programme will be influenced by
factors such as:
- Purchasing patterns (e.g. lead time)
- Cash flow
- Need for / availability of storage
- Transportation

PEOPLE
Production depends on PEOPLE, whose skills, experience and motivation vary. Key peoplerelated decisions will consider the following areas:
-Wages and salaries
- Safety and training
- Work conditions
- Leadership and motivation

- Unionization
- Communication
PRODUCTION PROCESS
The production process in brief includes the following

Paddy Pre-Processing

Milling of Rice

Cleaning

Dehusking

Husk Separation

Paddy Separation

Compartment Type Separator

Polishing

Grading

Color Sorter

Weighing and Packing.

A detailed process of the above steps is explained as below

Paddy Pre- processing
A. Paddy Cleaning
Paddy after harvesting and thrashing contains some foreign matter depending upon
harvesting, thrashing and handling methods. The foreign matter may be other seeds,

straw, chaff, sand; stones, dust, soil and iron particles. Paddy received in the mill
must be first cleaned to remove these foreign matters before it can be properly
stored. Otherwise they may cause deterioration of the paddy during storage or may
damage or obstruct the conveying and milling machinery. The first cleaning
operation of paddy after thrashing is called 'Scalping'. It removed the bulk of the
foreign matter. But the paddy is not completely cleaned. The small amounts of
impurities that still remain are later removed during the next cleaning operation
during the rice milling process. Scalper cleaners use both sieves and aspirators.

B. Paddy Drying
Intake paddy also generally contains more moisture than is safe for storage and has
to be dried. Freshly harvested paddy normally has moisture content of 18% to 25%.
This moisture must be brought down by drying to ensure a good storage quality. A
moisture content of 14% is considered safe for short periods of storage. For long
storage, the grain should be dried to 13% moisture or less. During the process of
drying, cracking of paddy may occur if drying is not proper. This will lead to
breakage of rice during milling. Therefore, drying process must be so adjusted that
cracks to not develop in the grains. The high moisture gradient between the grain
center and the surface causes cracking. Drying should not be continuous, but in
stages, with the rest periods between drying stages. These periods are called
tempering. This avoids cracking of paddy while drying. It is said that not more than
2 to 4% moisture should be removed in one drying stage in the case of mechanical
drying with hot air. Paddy may be dried for, say half an hour then tempered for 6
hours, then dried again. This cycle is followed till the paddy is dried to required
moisture. Several methods of drying are adopted viz., Sun Drying, Mechanical
Drying, Batch dryers or continuous flow dryers. Paddy husk is the most common
fuel used for drying paddy.

C Paddy Storage

Paddy is harvested twice or thrice in a year. But rice is consumed throughout the
year. Therefore, paddy is stored to meet the need between harvests. Storage must
keep the paddy safe and also maintain its quality. It should provide protection
against weather, insects, pests, birds, micro organisms, moisture and any type of
contamination. Care should also be taken to store different types of paddy
separately to avoid mix up. Paddy dried to a moisture level (less than 14%) should
be maintained dry and cool during storage.
Paddy can be stored in bags or in bulk. The choice between the two systems
depends on a number of local factors including cost of local construction, bags,
operating and handling equipment, transport system, labor and investments. Either
method can provide safe storage as long as scientific storage practices are observed.
Storage bins can be either of steel or concrete.

A. Milling of Rice
Unlike other food grains, rice is mostly cooked and consumed in whole form.
Hence the milling operation should provide maximum out turn of milled rice and
with a minimum of broken. Before the paddy is kept ready for milling operation, it
is necessary to bring all the grains, preferably to a uniform moisture content level
which may vary from 10% to 14% for optimal milling yields and avoid excessive
breakage. The different kinds of milling are hand pounding, huller, sheller cum
huller.

The operations of a Modern Rice Mill are

Cleaning: Removing foreign matter such as sand, stones, straw, seeds etc.

Dehusking: Removes husk from paddy with minimum of damage to the grain.

Husk separation: Removes the husk from the mixture obtained after dehusking.

Paddy separation: Separates dehusked brown rice from remaining unhusked paddy,
the paddy being returned for dehusiing

Polishing: Removes all or part of the bran layer from the brown rice to produce
polished rice

Grading: Separates broken from unbroken rice. The broken are separated into
different sizes.
Apart from the above, the mill also use color sorters and length graders.

A. Cleaning
Cleaning is the first step in rice milling. It enables the production of clean rice and
provides protection to other milling machinery, thereby increasing milling capacity.
Impurities that are lighter than paddy are removed by an aspirator. Metallic (ironimpurities) are removed by the use of a magnet. Impurities larger or smaller in size
but heavier than paddy are removed by sieves. Vibrating sieves are used. Impurities
that have the same size as paddy but are heavier than paddy are removed by specific
gravity separator namely destroyers. Intake paddy is often subjected to a
preliminary partial cleaning prior to storage and prior to the main cleaning in the
mill.

B. Dehusking
A rubber- roll Sheller consist of two rubber roller rotating in opposite direction at
different speeds, both rollers have the same diameter, but one roll rotates about 25%
faster than the other. The differences in peripheral speed subject the paddy grains
falling between the roll to a shearing action that strip of the husk. One roller is fixed
in position and the other is adjustable laterally in order to increasing or decreasing
the clearance between the two rolls. Rolls are cooled by blowing air on the roll
surface. The shelling i.e., dehusking rate is generally maintained at about 85%,
compared to the disc shelling. Some breakage invariably occurs and the fine brokers

may be blown off along with the husk. The degree of Shelling with the rubber roll
can be raised to about 85% without much of grain breakage, whereas the disk
sheller can be operated at not more than 60-70% degree of shelling, to keep
breakage at a low level. However, rubber roll wear out fast and have to be replaced
often. This, though a disadvantage, is offset by the reduction in breakage and
increase in total rice outturn.
C. Husk Separation
A mixture of dehusked rice (brown rice), remaining unshelled paddy, some broken
rice and husk that has been split off the paddy comes out of the sheller. This mixture
is subjected to sieving cum aspiration to separate brokens and husk. Sieving prior to
aspiration helps in separating and recovering the small broken formed during
shelling. Light weight paddy husk is separated from the heavier paddy and rice by
aspiration.

D. Paddy Separation
Shelling is not possible to a level of 100%. The grains differ in size due to which
some grains remain unshelled. Therefore, a paddy separator is used to separate the
remaining unhusked paddy from husked brown rice. The unhusked paddy is
returned to the dehusker while the brown rice is carried forward to the polisher. The
separation is accomplished in the separator by taking advantage of the difference in
physical density (heaviness), size and surface smoothness (or toughness) of paddy
and brown rice.
Paddy collected from the separator is called return paddy, for it has to be returned to
the seller: The return paddy grains are shorter or thinner than normal paddy. Hence
it is preferable to collect the return paddy in a bin and shell it at the end with closer
clearances between the rolls.

Alternatively, the return paddy can be shelled in a separate small sheller. This will
increase the efficiency of the plant. If return paddy is returned to the original sheller
with same setting, it will simply go on circulating, thus lowering the capacity.

E. Compartment Type Separator

The oscillating table is-divided into zigzag channels and is inclined from one side to
the other along the zigzag channels. The surface of the table is of smooth steel. The
table oscillates cross wise, i.e. perpendicular to the direction of the grain flow. The
mixture of paddy and brown rice is fed from the hopper to the center of the
channels. The impact of the grains on the sides of each channel causes the unhusked
paddy grains to move up the inclined slope toward high side of the table. The
dehusked brown rice slides down the slope to the lower side of the table. The slope
and stroke of the table are adjusted to meet the needs of paddy of different size or
condition, to ensure complete separation. Usually there are several decks one above
the other to increase capacity.
Paddy collected from the separator is called return paddy, for it has to be returned to
the sheller. The return paddy grains are shorter or thinner than normally paddy.
Hence, it is preferable to collect the return paddy in a bin and shell it at the end with
closer clearances between the rolls. Alternatively the paddy can be shelled in a
separate, small sheller. This will increase the efficiency of the plant. If return paddy
is returned to the original Sheller with same setting, it will simply go on circulating,
thus lowering the capacity.

F. Polishing
The brown rice is next polished to remove bran layers. Some amount of polishing is
essential for easy cooking and storage, although excessive polishing reduces the
nutritive value of rice. There are three whiteners, one glaze master and one silky
polisher in the unit for effective polishing of brown rice.

G. Grading
After the polishing operation, the milled rice contains, in addition to white grains,
broken grains of different sizes as well as some bran and dust. Separation of these
materials must be done. Bran and dust particles are removed by aspiration. Broken
rice may be separated either by a Plan sifter or by a Trieu.
H. Color Sorter
Color sorter is used for sorting out discolored grains from the lot. Optical sensors
are adopted here to compare the color of the Individual grains. The discolored
grains are blown out of the main stream.
I. Weighing and Packing
This can be manual or automatic. An automatic intake weigher receives rice in a
continuous flow and releases it in exact predetermined quantities by weight. At the
Same time, the number of weighments made is recorded by an automatic counter,
thus giving an accurate record of the total weight of material processed in the mill.
The automatic bagging scale ensures dust free bagging of the finished products and
records the number of weighments made, by an automatic counter.

THE PROCESS FLOW CHART

STUCTURE OF PRODUCTION DEPARTMENT

OPERATION MANAGER
PRODUCTION DEPARTMENT

QC MANAGER
QUALITY CONTROL

WORKS MANAGER
WORS DEPART MENT

ASSITANTS

SUPERVISIOR

2. HUMAN RESOURCE DEPARTMENT

A human resources department is a critical component of employee well-being in
any business, no matter how small. Human resource department is devoted to
providing effective policies, procedures, and people-friendly guidelines and support
within companies. Additionally, the human resource function serves to make sure
that the company mission, vision, values or guiding principles, the company
metrics, and the factors that keep the company guided toward success are
optimized.
The personnel department is comprises of Manager [Personnel] and staff. Under
this department safety and welfare, and security departments are functioning
towards its success oriented objectives.
The management of human resources at the Industry
Human Resource Management is the logical and strategic move towards the
management of industries most treasured assets such as workers or the employees,
who work individually and jointly contributing to the achievement of the aim or the
objective of the business. The Human Resources Management widely replaced the
phrase Personnel Management as a representation of managing the people in the
association. The Human Resources Management always functions for the welfare of
the employees, as they are the valuable resource of the organization.
Objectives of the human resource management
Human resources plays a vital role in any of the organization and it is important
strength of the organization. The basic objective of human Resources is to

maximize return on the investments and thereby, reducing the financial risk arousal
to the organization.
It is the duty of the human resources management committee of the organization to
carry out these activities in a successful, fair, legal and consistent way. The human
resources deal through two various worlds:
I.

Unionized: Where there is a control through collective agreement and union stands
for employees to management in respect of their wages and salary.

II.

Non- Unionized: Where the management has a control over the employees.

Key Functions of Human Resources Management

The followings are the functions that the industry follows for managing its human
resources successively.

Manpower Planning: The HR manager considers the actual requirement of the staff
for the organization. Because the overstaffing is wasteful and expensive, and
understaffing leads to loses of the organization economics and profits.
Employee selection: Selection of the employees for the suitable job is done.
Employees motivating: Motivates employees and encourage them to give their best
in work productivity. Providing financial rewards to the staff.
Employee Relation: Keeping a healthy relationship with the employees and their
problems are redressed.
Payroll Module: Payment of the salaries and wages to the workers at proper time.

The process
The human resources management consists of several processes. The management
makes every possible decision to achieve the pre-determined goals of the
organization. The process includes Recruitment, Selection, Placement, Induction,
and Development which are briefed below;
Recruitment
It is the process of searching for required human resources and stimulating them to
apply for the jobs in the organization. A proper balance should be maintained
between the internal and external sources of recruitment. Usually the industry is
following the internal recruitments as well as the references by the internal workers
for the external sources of recruitment.
Selection
It implies judging the different candidates for the jobs in the organization and the
industry chooses the most appropriate candidates from a pool of candidates applied
for the job.

Placement
It means assigning suitable jobs to the selected candidates so as to match employee
qualifications with the job requirements likewise the company places the right
candidates who will be selected after a successful selection process.

Induction
It involves familiarizing the new employee with the company, the work
involvement and existing employees so that the new people feel at home and can
start work confidently.
Development
Human resource development is the process of improving the knowledge, skills,
aptitudes and values of the employees so that they can perform the present and
future jobs more effectively. In order to build up a smooth relationship between the
employees and organizations and human resource development aid to:
Develop competencies among the individuals in the organizations that allow them
to perform their present and future works thoroughly, by means of intended
learning activities
Ensure equivalence between the organization and the individual need thereby
bridging the gap between the needs.

This function includes;

Performance and potential appraisal
It implies systematic evaluation of employees with respect to their performance on
the job and their potential for the development.
Training
It is the process by which employees learn knowledge, skills and attitudes to further
organizational and personal goals.
Executive development

It is the process of developing managerial talent through appropriate programs.

The different sub-departments functioning under the human resource

department are,
Safety and welfare department
Safety and welfare department is functioning under the Human Resource
department of ANAND RICE MILL .The department performs the different
functions of welfare of labor of the enterprise. Welfare activities of the enterprise
that promote the well being of its employees, such welfare activities on the part of
the management are essential for winning and maintaining wholehearted cooperation from the employees.
Security department
There are security personnels who are working for the security of the employees
and the industry. The security department comprises of a security officer, security
guards and CCB cameras.

Labor welfare practices in human resource department

The scheme of labor welfare may be regarded as a wise investment which should
and usually does bring a profitable return in the form of greater efficiency
according to the experts, labor welfare activities are those which include proper
working conditions provided to the workers by the employer on a voluntary basis.
The basic aim of labor welfare measure is to provide services facilities and
amenities to the workers in addition to wage and other legal payments. The
followings are the aims and objectives of the labor welfare measures.
The labor welfare measures aim at improving the economic position of the
workers.
To develop a sense of responsibility and dignity among workers.
These measures enable the workers to enjoy a fuller and richer life because
they provide all kinds of facilities and comforts to the workers and
therefore, the workers will be able to lead a happy life.
To reduce the labor turnover and absenteeism rate.
To raise the morale of the workers and to have a good rapport.
To enhance the work efficiency, productivity and potentiality of the
workers.

Welfare and Amenities within the establishment provided by ANAND RICE

MILL...
It is the employers responsibility to provide facilities within the establishment, as
they form a part of working conditions. The facilities within the establishment are
regulated by the factories Act 1948, the plantation Labor Act 1951 and the mines
Act 1952.
The followings are the Welfare and amenities within the establishment.
Washing and rest shelters.
Latrines and urinals.
Arrangements for drinking water.
Arrangements for prevention of fatigue.
Shift allowances.
The followings are the other Welfare and amenities provided by Anand Rice Mill
for the workers.
Medical facilities.
Housing facilities.
Clothing facilities.
Traveling allowances.
Dearness allowances.
Bonus of 2 months on deepawali fest every year.
Social insurance measures, including gratuity, pension provident fund.

Wage distribution
All the wages to the workers are distributed by the office. For the overtime the
double wages will be given and others will get the single wage accordingly and
respective to the work done.
There are two types of the wage distribution systems in Anand Rice Mill namely;
1. Time rate system
Under this system, the payment is made to the workers according to the
time taken to perform the job. This wage distribution system is applicable only to
the semi-skilled, skilled, clerical and the technical workers as it is based on the
monthly bases.
2. Piece rate system
Under this system, a worker is paid a fixed amount per unit produced without any
regard to the time taken and this is applicable to all the un-skilled workers.

Structure of human resource department

MANAGER
HUMAN RESOURCE
DEPARTMENT
HEAD SAFETY AND
WELFARE
DEPARTMENT

SECURITY OFFICER
SECURITY
DEPARTMENT

GUARDS

3. FINANCE DEPARTMENT
INTRODUCTION
The finance function deals with the procurement of money at the time when it is
needed and its effective utilization in the enterprise, as it is required to purchase
machines and materials, to pay wages and salaries to employees and to allow credit
facilities to customers.
An important requirement for the success of any business organization is the
provision of sufficient amount of funds or capital. For companies, which carry on
production and distribution on a large scale, provision of adequate finance is a very
challenging task as it affects all the business decision where money is involved.

Finance is the key department of any Organization.

In our present day economy, Finance is defined as the provision of money, at the time
when it required.

Every enterprise whether big, medium or small, it needs Finance to carry on that so it is
lifeblood of an enterprise.

Finance is the key department of any Organization.

In our present day economy, Finance is defined as the provision of money, at the time
when it required.

Every enterprise whether big, medium or small, it needs Finance to carry on that so it is
lifeblood of an enterprise.

But the Major decisions like Investment Decision are taken by Managing Partners of the
firm.

The other General Accounts are maintained by the Accounts clerks and cashier.
Tax matters are handled by the Chartered Accountant of the company

OBJECTIVES OF FINANCE DEPARTMENT

Finance is one of the basic and core functional area of any of the business
enterprise. Hence the objectives of finance department must match up with the

overall objectives of the enterprise, so that these objectives would directly

contribute towards the achievement of the overall organizational objectives.

The followings are the objectives of finance department of Anand Rice Mill...

Ensure that there are adequate funds available to acquire the resources needed to
help the organization achieve its objectives.

Ensuring regular and efficient supply of capital to the business.

Ensuring a fair rate of return on capital to the supplier.

Ensuring better utilization of capital by following the principles of Liquidity,

profitability & safety.

Ensure costs are controlled.

One of the major objective of finance department is to identify appropriate financial

information prior to communicating this information to the managers and decision
makers, in order that they would make the better judgments.

Functions:

Major function of Finance department is exercise function and reconciliation of

major accounts.

Costing is undertaken Payroll activity consisting mainly of Salary, Provident

fund. Income taxes.

Supplier billing

Payment to suppliers

Rate fixation

General accounts such as schedules, Trial balance

Cash and Bank balance.

BOOKS MAINTAINED:
General Ledger, Purchase Ledger, Main cash book,
Sales Registers, Petty cash books, Sundry Debtor
Registers, Sundry creditor registers, Wages,
Allowances, Loan records etc..

The different sub-departments functioning under the finance department are,

ACCOUNTS
It comprises of the accounts manager and the assistants who are concerned with the
measurement of income or expenditure for specific periods of time such as month
and that (income /expenditure statement) financial reports at the end of the period.
COSTING
It is concerned with determining relevant cost and performing other analysis like
preparation of budgets and performance analysis based on budgets.
MANAGER-FINANCE
The finance manager is responsible for overall financial planning and for raising
capital. He has to perform the following functions and the major activities such as,
forecasting, fund management and auditing capital budgeting.

Profit & Loss Statement for 1 Year

Period Starting:

Totals

Sales
Rice Sales

725,40,000

Other Sales
Total Sales

97,92,000

823,32,00
0

Less Cost of Goods Purchase

Raw Rice Paddy

768,00,000

Total Cost of Goods Sold

Gross Profit

768,00,000

56,01,600

Operating Expenses
Salaries and wages

16,22,400

Repairs and maintenance

1,80,000

Insurance

1,20,000

Transports

6,00,000

Telephone

96,000

Postage

12,000

Electricity

7,20,000

Packing Bags

65,280

Marketing/promotion

84,000

Professional fees

18,000

Bank charges
Miscellaneous
Total Operating Expenses

2,40,000
60,000
38,17,680

Total

806,17,68
0

Operating Income

Income (Profit) Before Taxes

Income Taxes

17,14,320

17,14,320

6,85,728

Net Income (Profit)

Cumulative Net Income (Profit)

Source: Annual reports of Anand Rice Mill... 2009.

10,28,592

10,28,592

Structure of finance department

FINACIAL
MANAGER
FINACIAL
DEPARTMENT

MGR-ACCOUNTS
DEPARTMENT

MGR-COSTING
DEPARTMENT

4. MARKETING DEPARTMENT
INTRODUCTION
Marketing is indeed an ancient art and it emerges as a management discipline and it
can be further defined as an integrated communications-based process through
which individuals and communities discover that existing and newly-identified
needs and wants may be satisfied by the products and services of others.
The activities of a company associated with buying and selling a product or service
includes advertising, selling and delivering products to people. People who work in

marketing departments of companies try to get the attention of target audiences by

using slogans, packaging design, celebrity endorsements and general media
exposure. The four 'Ps' of marketing are product, price, place and promotion.
Domestic marketing
A company marketing only within its national boundaries only has to consider domestic
competition. Even if that competition includes companies from foreign markets, it still
only has to focus on the competition that exists in its home market. Products and services
are developed for customers in the home market without thought of how the product or
service could be used in other markets. All marketing decisions are made at headquarters.
The biggest obstacle these marketers face is being blindsided by emerging global
marketers. Because domestic marketers do not generally focus on the changes in the global
marketplace, they may not be aware of a potential competitor who is a market leader on
three continents until they simultaneously open 20 stores in the Northeastern U.S. These
marketers can be considered ethnocentric as they are most concerned with how they are
perceived in their home country.

Export marketing
Generally, companies began exporting, reluctantly, to the occasional foreign customer who
sought them out. At the beginning of this stage, filling these orders was considered a
burden, not an opportunity. If there was enough interest, some companies became passive
or secondary exporters by hiring an export management company to deal with all the
customs paperwork and language barriers. Others became direct exporters, creating
exporting departments at headquarters. Product development at this stage is still focused
on the needs of domestic customers. Thus, these marketers are also considered
ethnocentric.

The marketing mix in Anand Rice Mill is as follows:

Product mix:

The product aspects deal with the specifications of the actual goods or services, and
how it relates to the end-user's needs and wants. The scope of a product generally
includes supporting elements such as warranties, guarantees, support and the
quantity. The product of Anand Rice Mill remains only the rice, but it has the
following different and good varieties of rice available at reasonable prices on the
basis of needs, wants and demands of the customers;

HMT sona

Sona masoori

Emergency

BT

IR64

Swarna

The brand name

A brand is a name, term, design, symbol, or other feature that distinguishes products
and services from competitive offerings. A brand represents the consumers

experience with an organization, product, or service. A brand is more than a name,

design or symbol. Brand reflects personality of the company which is organizational
culture and it can be further defined as creating reference of certain products in
mind.
The brand name Anand Rice is used by the industry for all its varieties of products .

Price mix:

Pricing of the products is the critical decision that has to be taken by the
management. After meeting all costs involved, the sales revenue generated must
yield a surplus, this can be the profit to the company. Pricing decisions are handled
in different ways in different companies.
Anand Rice Mill considers the following factors in determining the price for its
products.

Cost of production

Competition in the market.

There are different prices for the different products, basically depends upon
the quality and variety of the rice in consideration with the aforesaid two vital
factors.

Distribution mix:

Channel distribution refers to the channel we select for our products flow. It may be
passed on through the agents/brokers, traders/wholesalers, retailers and eventually
the customers.
The channel of distribution of Anand Rice Mil is as follows:

Agents/brokers

traders/wholesalers
The company appointed the selling agents in geographical manner. The sales targets
are fixed by the company and the appointment of the selling agents is done by the
managing director, marketing and sales managers of the industry.
Attractive rates of commissions are given by the industry to the agents likewise,
Rs.10/quintal and Rs.100/ton. On the basis of the commission given by the industry,
the agents make a transaction between the industry and the different
traders/wholesalers.

Promotion mix:

This includes advertising, sales promotion, promotional education, publicity, and

personal selling. Anand Rice Mill has adopted the different advertising strategies
for the promotion of its products, which are as follows;

Market reviews

Market reports
The aforesaid are weakly issues which use to comprise of only the promotional
advertising of the products of different companies and these are issued in the states
of Maharashtra and Karnataka.
The market
The term market is the root word for the word marketing. Market refers to the
location where exchanges between buyers and sellers occur. Marketing pertains to
the interactive process that requires developing, pricing, placing, and promoting

goods, ideas, or services in order to facilitate exchanges between customers and

sellers to satisfy the needs and wants of consumers.
Anand Rice Mill has been concentrating only in the Maharashtra and Karnataka
states as the targeted market for its products.

Structure of marketing department:

MARKETING MGRMARKETING
DEPARTMENT
HEAD-PURCHASE
DEPARTMENT

HEAD-SELLING
DEPARTMENT

SUPERVISOR

ASSISTANTS

BREANDED RICE
The rice brands in India are primarily local companies. However, there are some international
companies operating over here as well. As per the Seeds Act 1966, more than ten different types of
rice are grown in India.
Following are the leading basmati rice brands available in India:
KOHINOOR
Kohinoor basmati rice is manufactured and marketed by Kohinoor Foods Limited. Apart from
basmati rice, Kohinoor offers ready to eat products, spices, cooking sauces, seasonings, cooking
pastes, and frozen food. Its products are available in Europe as well as the following locations are
US, Japan, UK, Australia, Dubai, Singapore, Canada

DAAWAT
Daawat basmati rice is a product of LT Foods Limited. The companys head offices are at Gurgaon
and it has approximately 900 workers. In 2011 its net sales amounted to INR 1281 crore. Daawat,
the flagship brand was introduced during the 1980s and is presently one of the top names in the
industry.
Pari
Pari basmati rice is marketed in India by Pari India, which was earlier referred to as Sachdeva and
Sons. The company has been in this business for a minimum of 200 years and has been one of the
leading processors, distributors, marketers, and exporters of Indian rice. It has customers in various
parts of the world including the following regions are Middle East, Africa, Europe, South East Asia,,
North America, Australia

FINDINGS

The work schedule consists of 2 shifts.

The industry does not pay attention towards the advertising of its products.

The industry does not have sufficient amount of promotional policies, clear cut long
term marketing strategies and product positioning.

There are monetary and non-monetary benefits for the employees, when they have
been asked to take up additional responsibilities.

The rice milling industry has got enough growth potential especially in terms of its
currently adopted Japanese technology in the whole process of production.

More Emphasis is given on the automation and up gradation of the technology

being used in the industry for producing the good quality and customer satisfactory
products.

Number of the workers in the industry has been reduced because of the continuous
automation and upgradation of the technology.

India is big market for brand rice as less comptition in brand rice

SUGGESTIONS

There is a need to concentrate on the various marketing management techniques

like branding, trade marking, costing and pricing techniques and various marketing
methods.

The entrepreneurs have learnt from their ancestors in a traditional way. In order to
further enhance the productivity, quality, customer satisfaction, effective utilization
of resources and continual improvement there is a need to induce various modern
management techniques in the unit. This may go a long way in widening the vision
of the entrepreneurs and growth of industry at National/International level.

The management should consider some serious actions regard the bearing of
continuous losses for the two years.

Interaction of the industry with other rice miller associations for the information
exchange etc.

Entrepreneurship and motivation training programs for the workers/employees.

Training to unit owners in the field of 5S, TQM and benchmarking, ISO 9000 etc.

Brochure preparation and web-site launching.

Branding and promotion should increase to get more profits for there on product

CONCLUSIONS

As the industry does not have sufficient amount of promotional policies, clear cut
long term marketing strategies and product positioning, this may result as a bigger
psychological disadvantage for the industry and even the company has been bearing
the continues losses for the two years. Hence it is better to find out the alternatives
for the same.
Anand Rice Mill is having the capacity and the potential for succeeding in its vision
much sooner thereby producing and enhancing the quality of the products by
utilizing the currently adopted Japanese technology in a better way.
To conclude this report I extend my profound gratitude to the management, staff,
workers and specially the managing director of Anand Rice Mill for their valuable
co-operation.

ANNEXURES
Marketing Management Philip Kotlar. 12th edition.
TQM Total Quality Management.
ISO International Standards Organization.
IRRI International Rice Research Institute
o MSIIDC- Maharashtra State Industrial Investment and Development
Corporation.

BIBLIOGRAPHY.

Text books:

Marketing Management Philip Kotlar. 12th edition.

Humanresorce management. - K.D.Basava

Financial Management M.B.Kadkol.

Records:

Companys annual reports.

Websites.
www.google.com
www.asiarice.org
www.riceindia.org
www.airea.net/page/5/indian-rice
www.amirafoods.com

en.wikipedia.org/wiki/Rice_production_in_India
www.rkmp.co.in
http://irri.org