The document provides information about Arindam Majumder's final project on Patanjali Dant Kanti for his PGDM program. It includes sections on the FMCG sector size and rural market in India growing from $9.2 billion in 2009 to $29.4 billion in 2016. It also provides details about Patanjali Ayurved Limited such as its founder, headquarters, revenues growing from Rs. 2009-10 crores to Rs. 2016-17 crores. The functions of the HR manager and recruitment process at Patanjali are described along with training methods provided to different job profiles.
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Human resource presentation on Patanjali
1. NAME: ARINDAM MAJUMDER
PRN NO: DM17F08
DIVISION: PGDM 6
BATCH: 2017-19
FINAL PROJECT: PATANJALI DANT KANTI
2. SECTOR INFORMATION OF FMCG
INTRODUCTION:
• The urban segment (accounts for a revenue share of around 60 per cent) is the largest contributor to the overall revenue generated
by the FMCG sector in India and recorded a industry size of around US$ 29.4 billion in 2016-17.
• In the last few years, the FMCG market has grown at a faster pace in rural India compared with urban India. Semi-urban and rural
segments are growing at a rapid pace and FMCG products account for 50 per cent of total rural spending.
INDUSTRY SIZE:
15.7 17.8
21.3 24.2
30.2
34.2
41.1
44.9 46.5 47.8 49.9
103.7
0
20
40
60
80
100
120
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2020
FMCG INDUSTRY SIZE IN INDIA(US$ BILLION)
9.2 10.4 12.3 13 14.8 16.2 18.92
29.4
100
0
20
40
60
80
100
120
2009 2010 2011 2012 2013 2014 2015 2016 2025
RURAL FMCG MARKET IN INDIA (US$ BILLION)
3. COMPANY INFORMATION OF PATANJALI AYURVED LIMITED
INTRODUCTION:
• NAME: Patanjali Ayurveda Limited
• ORIGINATED: Patanjali Ayurved Limited Started In 2007, (Initiated In 1997)
• FOUNDER: It Was Founded By Acharya Balkrishna & Yoga Guru Ramdev
• MANUFACTURING AND HEADQUARTERS: Haridwar
• REGISTERED OFFICE: Delhi
• HEAD DIRECTOR: Mukta Nand
• MANAGING DIRECTOR: Acharya Balkrishna
• COMPANY TYPE: Unlisted Public Company
• CATEGORY: Company Ltd. By Shares
• SUB CATEGORY: Indian Non-govt. Co.
• INDUSTRY TYPE: Indian Manufacturing FMCG Company
• TURNOVER: Rs. 5000 Crore For The Fiscal 2015-2016
• REVENUE: Approx. Rs.10,651 Corers (2016-2017)
• PRODUCTS: More Than 398
• OBJECTIVE: Sell FMCG, Herbal And Ayurvedic Products At A Cheaper Price Than Competitors
0
2000
4000
6000
8000
10000
12000
REVENUES (IN RS CORER)
YEAR WISE REVENUES (IN RS CRORE)
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016- 17
4. THE BUSINESS MODEL OF PATANJALI AYURVEDA LIMITED
• Business model of Patanjali is nothing but using the good crowd generated by Baba Ramdev to sell the products
to the followers first.
• Patanjali’s current business model of offering ‘all-natural’ products, at steep price discounts of anywhere between
10 and 30 per cent to competing MNC brands helped to increase the market share.
• The company’s umbrella branding strategy helped it gain loyal consumers among Ramdev’s followers and those
with a yen for “swadeshi” products.
• Patanjali Yog Samiti has 1 lakh branches, and 5 lakh teachers. Across India, there are 10,000 Patanjali
Chikitsalaya and Aarogya Kendras. The people who come to their yoga camps are ready market to them. Added
to that all kind of Swadesh prachar of Baba Ramdev.
• Its centralized mega-facility in Haridwar, the firm churned out as much as its customers demanded.
• The company kicked off a television and print advertising campaign, forged alliances with big-box retailers like
the Future group and entered the e-commerce channel.
5. FUNCTIONS OF HR MANAGER IN PATANJALI AYURVED LIMITED
MANGERIAL FUNCTION
PLANNING
ORGANIZING
DIRECTING
DECISION -MAKING
ORGANIZATIONAL FUNCTION
MAINTENANCE EMPLOYEE RELATIONSHIP
CONTROLLING WORK CULTURE
HR-ACQUISITION
HR –PLANNING
BUDGET
DEVELOPMENT FUNCTION
HUMAN RESOURCE POLICY
CAREER PLANNING
TRAININ & DEVELOPMENT
PERFORMANCE MANAGMENT
ANALYTICAL FUNCTION
HR – CONSULTATION
HR - RESEARCH
STRATEGIC FUNCTION
HR -OUTSOURCING
HR –STRATEGY
6. RECRUITMENT & SELECTION PROCESS OF PATANJALI AYURVED LIMITED
Identification
and verification
Sourcing
Screening
Preliminary
interview Selection tests
Employment
Interview
Physical
Examinations
Selection
decision
Reference and
Background
checks
Job Offer
Contract Of
Employment
Evaluation Of
Selection
Program
7. JOB DESCRIPTIONS AND JOB SPECIFICATIONS REQUIRED FOR MARKETING PROFILE IN THE COMPANY
JOB DESCRIPTION
• Job summary: To forecast demand and sales
sell products by convincing the consumers and
achieve the targets by managing the sales team
• Job duties & responsibility:
- Set goals of a organization
- Analyzing the data
- Motivate employees
- To analyze and interpret sales data to inform
sales strategies
JOB SPECIFICATION
• Communication
• Customer centric tendency
• Team work
• Problem solving
• Personal management
• Performance management
8. JOB DESCRIPTIONS AND JOB SPECIFICATIONS REQUIRED FOR FINANCE PROFILE IN THE COMPANY
JOB DESCRIPTION
• Balance sheet finalization
• Fund planning
• Budgeting
• Auditing
• Forecasting
• Working capital management
JOB SPECIFICATION
• Presentation skills with technical knowledge
• Advanced excel skills
• Financial analysis & forecasting
• Ability to work under pressure
• Plan /prioritize workload
9. JOB DESCRIPTIONS AND JOB SPECIFICATIONS REQUIRED FOR HR PROFILE IN THE COMPANY
JOB DESCRIPTION
• Strong effective communication in writing
• Highly developed, demonstrated teamwork skills
• Interpersonal interaction
• Ability to increase productivity JOB SPECIFICATIONS
• Dealing with “reasonable accommodation”
• Negotiation skills
• Discrete & ethical skills
• Expert in employment law to keep the company
safe from lawsuits
• Ability to work well in consolation with an
employment law attorney
10. TRAINING METHODS PROVIDED BY PATANJALI AYURVED LIMITED FOR DIFFERENT JOB PROFILES
MARKETING JOB PROFILE
ON THE JOB TRAINING
• Coaching
• Special Assignment
OFF THE JOB TRAINING
• Case Study Method
• Management Games
• Role playing
• Behavior modeling
ON THE JOB TRAINING
• Coaching
• Job Rotation
• Special Assignment
OFF THE JOB TRAINING
• Case Study Method
• Management Games
• Role playing
• Behavior modeling
ON THE JOB TRAINING
• Coaching
• Special Assignment
OFF THE JOB TRAINING
• University Related Programs
• Outside Seniors
• Role playing
• Behavior modeling
HR JOB PROFILE
FINANCE JOB PROFILE
11. TOP PERFORMERS: Reward and recognition
AVERAGE PERFORMERS: Motivate, training
BELOW PERFORMERS: Performer’s Improvement Plan (P.I.P.) SETTING
PERFORMAN
CE
STANDARDS
COMMUNICAT
ING
STANDARDS
MEASURING
STANDARDS
COMPARING
STANDARDS
DISCUSSING
RESULTS
TAKING
CORRECTIVE
STANDAREDS
PERFORMANCE APPRAISAL MODEL OF PATANKALI AYURVED LIMITED
13. COST TO COMPANY STRUCTURE
CTC 1050000
BASIC 420000
D.A. 42000
H.R.A. 184800
CONVEYANCE ALLOWANCE 19200
CHILD EDUCATION 2400
CHILD HOSTEL 7200
P.F. 55440
L.T.A 35000
MEDICAL REIMBURSMENT 1500
GRATURITY 133269.2308
900809.2308
PLI 149190.7692
IN HAND 805850.7692
CTC 2366000
BASIC 946400
D.A. 94640
H.R.A. 416416
CONVEYANCE ALLOWANCE 19200
CHILD EDUCATION 2400
CHILD HOSTEL 7200
P.F. 124924.8
L.T.A 78866.66667
MEDICAL REIMBURSMENT 1500
GRATURITY 300300
1991847.467
PLI 374152.5333
IN HAND 1815850.4
CTC 458000
BASIC 183200
D.A. 18320
H.R.A. 80608
CONVEYANCE ALLOWANCE 19200
CHILD EDUCATION 2400
CHILD HOSTEL 7200
P.F. 24182.4
L.T.A 15266.66667
MEDICAL REIMBURSMENT 1500
GRATURITY 58130.76923
410007.8359
PLI 47992.1641
IN HAND 351504.4308
14. EMPLOYEE BENEFITS PROVIDED BY PATANJALI COMPANY
PAYMENT FOR TIME NOT WORKED
VACATION
HOLIDAYS
SICK LEAVE
SHIFTS PREMIUM
EMPLOYEE SECURITY
SEVERANCE PAY
LAY-OFF
RETRENCHMENT COMPENSATION
SUPPLEMENTARY BENEFITS
HEALTH BENEFITS
MEDICAL INSURANCE
MANAGED CARE
HEALTH MAINTENANCE
ORGANIZATION
INSURANCE BENEFITS
LIFE INSURANCE
WELFARE FACILITIES
EDUCATIONALASSISTANCE
LEGALASSISTANCE
FINANCIAL SERVICES
OLD AGE AND RETIREMENT BENEFITS
PROVIDENT FUND
DEPOSIT LINKED INSURANCE
MEDICAL BENEFIT
GRATUITY
15. EMPLOYEE RETENTION POLICY OF PATANJALI AYURVED LIMITED
ORGANIZATION ENVIRONMENT: It is not about managing retention. It is about managing people. If an organization
manages people well, employee retention will take care of itself. Employee want to work for an organization which
provides
- Appreciation for the work done
- Good culture of a organization
- A friendly and cooperative environment
- A feeling that the organization is second home to the employee
GROWTH: Growth of employees, basically talking about step wise promotion of employees.
COMPENSATION: Compensation packages vary from industry to industry. So an attractive compensation package plays
a critical role in retaining the employees. Like Salary, Bonus, Health insurance, After retirement
SUPPORT: It means motivate employees and make them more organization goal oriented.