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IIEBM INDUS BUSINESS SCHOOL PUNE Page 1
INDIAN BUSINESS HOUSE REPORT
ON
GODREJ GROUP
PRESENTED BY
SONALI SARKAR
PGDM BATCH 2016-18
REG-004
IIEBM INDUS BUSINESS SCHOOL PUNE Page 2
INDIAN BUSINESS HOUSE
ON
GODREJ GROUP
PREPARED BY
SONALI SARKAR
REG. NO: 004
PGDM 2016 -2018 (AICTE APPROVED)
IIEBM , INDUS BUSINESS SCHOOL , PUNE – 57
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE
POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM) AICTE APPROVED
COURSE
IIEBM INDUS BUSINESS SCHOOL PUNE Page 3
TABLE OF CONTENT
PREFACE 5
ORIGIN AND FOUNDER 6
INTRODUCTION 8
HISTROY 9
VISION AND MISSION 10
ACKNOWLEDGEMENT 11
MANAGEMENT OF GODREJ 12
EXEUTIVE SUMMARY 13
ORGANIZATION STRATEGIES 15
KEY STENGTH 18
ORGANISATION STRUCTURE 19
OVERVIEW OF THE GODREJ GROUP 20
COMPETITION 23
FAMILY BUSINESS MODE 24
ORGANIZATION STRUCTURE FRAMEWORK –BEST FIT 25
H R PTRACTICES 26
CSR PRACTICES 27
CREATIVITY 30
KEY STRENGTH OF GODREJ GROUP 31
SOME OBSERVATION 32
GODREJ CONSUMER PRODUCT 34
SOME PRODUCT OF GODREJ 35
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CONTINUE…………………………………………………………………………..
ORGANIZATIONAL CULTURE 37
STRUCTURE CHANGE POST LIBERALIZATION 38
KEY BUSINESS FACTOR FAMILY BUSINESS MODEL 39
PERSONAL CARE PRODUCT 41
OVER NEW HEALTH AND WELLNESS PLATFORM 42
HAIR CARE PRODUCT 43
PERSONAL CARE 44
BUILDING THE NEXT EMERGING MARKET FMCG LEADER 45
BEING A “GOOD” COMPANY 46
LOOKING A HEAD 48
BOARD OF DIRECTOR 49
GODREJ MEMORIAL HOSPITAL 51
GODREJ CONSUMER PRODUCT LTD 53
BIBLOGRAPHY 54
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PREFACE
The Indian business house is an project which enhances the knowledge to during our
PGDM program .it helps an individual to gain first hand experiences in the corporate
world.
Godrej group of industries is catering the need of customers since 1897 by providing
various quality products. The company is one of the largest privately held diversified
Corporate in India. The Godrej name has been built on a spirit of innovation that has
made it one of the country‘s most remarkable industrial corporate.
Founded over 108 year ago, Godrej is a highly reputed household and industrial brand in
India. Admired for its spirit of innovation and self Reliance, Godrej and Boyce Mfg. Co.
Ltd. Is today a highly diversified marketing and manufacturing organization.
Godrej Interio ia a contemporary, stylish & ergonomically designed range of furniture &
interior solution that transforms any space. It comes from the Reliance, Godrej and Boyee
Mfg. Co. Ltd. Is today a highly diversified marketing and manufacturing organization.
Godrej Interio is a contemporary, stylish & ergonomically designed range of furniture &
interior solutions that transforms any space. It come from the expertise & constantly
evolving solutions that is provided to the consumer. And the motto ―Interio – No one know
interiors better than us‖ is depicted in the work done by Godrej employees.
The main objective of conducting such a type of research was to know the potential
and preference of Godrej Furniture in Himachal Pradesh sand to know the perception of
people about Interio Brand in general.
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ORIGIN AND FOUNDER
In 1897 a young man named Ardeshir Godrej gave up law and turned to lock-making.
Ardeshir went on to make safes and security equipment of the highest order, and then
stunned the world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej
carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant, multi-
business enterprise. Pirojsha laid the foundation for the sprawling industrial garden
township now called Pirojshanagar in the suburbs of Mumbai, where the Godrej Group
has its headquarters.
After that 1902 Godrej makes its first Indian safe and after that they make lots of thing
those are as following:-
 1918 – Godrej Soaps Limited incorporated
 1961- Godrej Started Manufacturing Forklift Trucks in India
 1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej
Soaps
 1974 - Veg oils division in Wadala, Mumbai acquired
 1990 –Godrej Properties Limited, another subsidiary, established
 1991 – Foods business started
 1994 – Transelektra Domestic Products acquired
 1995 - Transelektra forged a strategic alliance with Sara Lee USA
 1999 – Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej
InfoTech Limited
 2001 - Godrej Consumer Products was formed as a result of the demerger of
Godrej Soaps Limited. Godrej Soaps renamed Godrej Industries Limited
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CONTINUE……………………..
 2002 - Godrej Tea Limited set up
 2003 – Entered the BPO solutions and services space with Godrej Global Solutions
Limited
 2004 - Godrej HiCare Limited set up to provide a Safe Healthy Environment to
customers by providing professional pest management services
 2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed
Godrej Beverages & Foods Limited
 2007 - Godrej Beverages & Foods Limited q formed a JV with The Hershey Company
of North America and the company was renamed Godrej Hershey Foods & Beverages
Limited
 2008 - Godrej relaunched itself with new colourful logo and a fresh identity music
 2010 - Godrej launched GoJiyo a free, browser based 3D virtual world
 2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the
world
 2014 - Godrej kick-starts Masterbrand 2.0 – bigger & brighter; Launches FreeG; India‘s
first non-web based mobile browsing experience, 18 November 2014
 2015 - Godrej launched its food blog, Vikhroly c
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INTRODUCTION
It has worked with Godrej & Boyce Mfg Co Ltd. for more than 10 years and was the
head of marketing for Gujarat and Andhra Pradesh. We also tried to contact other people
at the senior level but did not get response due to time constraints.
This case study on Godrej Group has been written as a part of the Organizational
Behavior course at the Indian Institute of Management, Kozhikode. The case analyzes best
practices of one of oldest business houses of India understanding the factors that enabled
it withstand the changes in Indian landscape during the last century. It also discusses the
influence of family control on organizations and how it changes with the changes in the
general and specific environment.
The study is the result of secondary and primary research conducted by the students. The
secondary research was primarily based on the websites of Godrej group of companies.
Apart from that we also covered general news articles, research studies and analyst
reports (refer to Appendix – Exhibit 5). The primary research involved an empirical study in
which we targeted more than 700 people who have worked with Godrej. We contacted
people from senior level to entry level by using social networking websites, such as
linked-in and orkut. A questionnaire including both open-ended and closed-ended questions
was sent to the target people. However, we could gather information from 34 respondents
due to the factors, such as non-active members, willingness of the respondents and time
factor. We also received valuable insights from Mr. Srinivas Manda, who
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HISTORY
What is a name, you might ask . Until you come across one that evokes pride and
confidence in the heart of every Indian, seemingly blessed with a rare almost magical,
power. It is the name Godrej .
This indomitable force was born in 1897 , when a young man called Ardeshi Godrej gave
up law and turned to lock making . He was the first Indian manufacturer to displace well-
entrenched foreign brands from the market. The word Godrej . etched into the mental of
his locks , become a symbol of self- reliance for the generations that followed.
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VISION
"Value Leadership"
To be the leading company, not just in sales levels, but also in Value Creation ,
innovation and in excellence of our processes, through high standards of quality and
social responsibility. Enriching Quality of Life Everyday Everywhere
MISSION
"Products of a Unique Class"
To offer Unique Agrovet Products ; developed in a creative and innovative way, looking
for international projection and local consolidation, through the formal establishment of
strategic alliances Integrity | Commitment | Team work | Continuous Learning | Environmental
Sustainability
Value:
• Quality
• Maximize Productivity
• Financial gain for Farm Owner
• Fairness
• Transparency
• Continuous Improvement
• Innovation
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ACKNOWLEDGEMENT
Company have deep sense of gratitude to all our senior and for their support and
guidance. Thanks appreciate to the helpful people at IIEBM INDUS BUSINESS SCHOOL
PUNE ,for their support.
We would also like to thank my institute and my faculty members without whom this
project would have been a distant reality. I also extend our heartfelt thanks to our all
well wishers.
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MANAGEMENT OF GODREJ
MD'S
Sales
Technical
promotion of Product
Operation level
Base level management
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EXECUTIVE SUMMARY
The Godrej Group is one of the oldest and most diversified firms in India. From a lock
making company in 1897 to a present day conglomerate – the transformation has been
phenomenal. It provides us a rich insight into a company that successfully adapted to a
dynamically changing environment.
Once synonymous with locks and safes today it has presence in FMCG, consumer electronics,
engineering, IT and other fields. Safely ensconced in the protective environment of the license
raj, the liberalization of ‗91 and the ensuing challenges from the MNCs provided yet another
stimulus for change. The company shed its image of a closely held family business and moved
from a family-owned family managed to familyowned professionally managed organization. The
movement has been gradual and marked with a number of hindrances. This can be attributed to
the organizational inertia which tries to maintain the status quo.
The two major companies of Godrej group – Godrej & Boyce and Godrej Industries Limited,
have sea change of difference in organizational culture and focus areas. While, Godrej & Boyce
continues to focus on consumer, industrial and office equipment products, Godrej Industries
Limited is more dynamic and focuses on range of sectors including FMCG, retailing, food, IT,
real estate, etc. It gives a lot of independence to its affiliate companies and subsidiaries in
decision-making. However, the control of Godrej family exists with family members having full
control or as board members in some of the companies. The company had other shares of
troubles as well, for instance unsuccessful partnership with P&G.
Despite all the troubles, the second and third generation of Godrej families (fourth generation has
entered the fray recently), continued to follow the vision of its founders. They diversified,
ventured into new areas, and became global. However, they never allowed majority ownership to
any of their foreign partner and survived when most of the other businesses closed down. It relies
on building well known brands, continues to expand in its own way and not let the majority stake
to be ever diluted. The company continues to achieve operational efficiencies by continuous
learning and improvement. The HR practices of the group are considered amongst best in the
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Continue ……………………………
country. The practices have been influenced by family control, which considers employees as the
group‗s biggest asset. The employee-friendly policies have contained attrition rates and increased
loyalty. The CSR practices form a part of organizational values and are widely practiced.
The group continuous to learn from its mistakes and understands the challenges it has of making
the organization more dynamic and harnessing its vast pool of assets – strong
brand, a wide network of loyal suppliers and distributors, loyal employees and resources,
cherishing the vision and values of the family.
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ORGANIZATION STRATEGIES
Godrej group has been active in and outside India in its history of last 100 years. Its
progress has been shaped by number of political and socio-economic changes in India
during the same period. The strategic decisions are driven by the senior management, with
the support of the board members of Godrej family. Some of the salient features of
Godrej‗s strategy are the following;
1). R-STRATEGY (BLUE OCEAN STRATEGY)
Godrej has been a pioneer in number of sectors in India. It has been maintaining its
leadership in security products division since the starting of its operations. The second
and third generation of Godrej family continued to follow the strategy of entering into
uncharted territories of its founders. Godrej enjoyed first mover advantage in most of its
ventures, as it directly touched the masses and endeavored to improve their quality of
life. Introduced first lock with lever technology – Anchor brand Introduced first Indian
safe in 1902 First company to manufacture soaps from Vegetable oil in 1930, which was
later followed by other FMCG players. It manufactured Alpha Olefins from Olechemicals
instead of from Petrochemicals. Introduced mechanical typewriters in India in 1955 and
electronic typewriters in 1985. First organized business house to enter into the material
storage solutions in 1956. First Indian company to manufacture refrigerators in 1958.
First to introduce Poly Urethane Technology in India in 1957 First company in India to
manufacture high pressure doors for Marine applications. Its brands in the insecticide
market – Good Night, Hit and Jet are one of most well established/organized brands in
this sector.
2).GLOBALIZATION STRATEGY
During the pre-independence period Godrej‗s operations were focused in India. After
independence it started to expand its operations across diverse fields across different
geographies. With the economy opening-up in 1991, it entered into alliances with international
players. Almost all the Godrej groups of companies have alliances with top Multi-national
companies for learning from their best practices in local geographies
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CONTINUE………………………………….
Godrej‗s clientele is impressive including institutions, such as BARC, ISRO, Indian Air Force,
Navy, HAL, Indian Parliament and MNCs, such as Hitachi, Reliance, Conoco Philips, Bechtel,
Valero, MOOG, Ion America Lab. The group has 20% revenues from operations outside India
and it aims to increase it to 30% within next 10 years.
As per Adi Godrej,
"For us globalization is beyond exports and imports. We have manufacturing facilities abroad in
countries such as Malaysia, Vietnam, South Africa and the U.K. We will globalize in select
businesses where we have the global size and competitive advantage such as Office Equipment,
Hair Care and Household Insecticide. 'Godrej' is an umbrella brand for us and we have decided
to invest in long term brand accretion".
3).FUNCTIONAL STRATEGY
Godrej leverages its efficient processes in providing products of low cost and high quality to the
customers. Godrej Soaps (parent company of GCPL) initiated Total Quality Management (TQM)
by implementation of Kaizen in March 1991. At that time, many organizations embarked on ISO
9000 standard as a benchmark for quality improvements. However, it did not cover employee
management and did not reduce operational costs. Godrej Soaps, having identified this issue,
switched to Kaizen. By 2001-02, the success of Kaizen at Godrej Soaps was implemented across
all the factories. GCPL is working to optimize its inventory levels at the distributor and retailer
by switching to an inventory management system based on a Collaborative Planning, Forecasting
and Replenishment (CPFaR) model instead of forecasting and push model. The system, having
implemented, is expected to reduce the inventory levels by 3-4 days. In this manner, Godrej
continues to emphasize the importance of dealers/suppliers in its operations. The image and
Godrej brand has been instrumental in winning suppliers‗ trust. Approximately, 74% of the
respondents believed that the family control has led to strong relations with the suppliers and
customers, as well.
Other measures of cost minimization include setting up manufacturing facilities in low tax areas,
such as Baddi in Himachal Pradesh and in Assam. Godrej Soaps used the ERP solution– MFG-
PRO in 1998 and then SAP to improve its distributor management process. The system
integrated suppliers, distributors and customers and reduced the lead times. Godrej & Boyce
implemented the balanced score card in 1998 and has achieved operational efficiencies by using
it. The lock division of Godrej & Boyce commercialized the computer-coded dimple-key lock, a
feat that has been achieved by a very few manufacturers worldwide.
Godrej has taken advantage of its efficient processes by offering consumer products specific to
medium-income to low-income segments (though it also targets premium segment). It offers a
range of products, with most of the products sold for the common mass. However, it has not been
able to successfully target premium class and has been able to attract the medium and low
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CONTINUE……………………..
income groups. Godrej No 1 is the largest selling toilet soap in the country. The percentage share
of revenue from Soaps segment has reduced as GCPL is focusing more on hair color and
toiletries market in India. This segment is high growth segment having low penetration markets
in India fetching high margin to Godrej. GCPL is focusing on mass market for selling hair color
products. It launched ―Godrej Fashion Hair Colour‖ in sachets of different hair colors costing
Rs 10
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KEY STENGTH
ESTABLISH BRAND NAME • Godrej brand commands instant recall among
people
• Godrej name associated with trustet, quality
and reliability
• leadership position in many product /
business
Diversified business
model
• Presence in multiple business segments
provides a hedge against adverse developments
in any particular industry
• presence in business at different point of
evolution
Ability to identify new
business opportunities
 Has incubated and promoted emerging businesses
such as real estate, rural retail and pest
management
 Joint ventures and strategic alliances with market
leaders
 Value creation by action as early stage strategic
investor in companies outside the group
Widespread selling and
distribution network
 Has a widespread selling and distribution network
across India for its various businesses
 Leverage this network to penetrate target markets,
optimize sales and revenue and launch new business
and product
Experienced Management
Team
 Mr. AB Godrej (chairman) and Mr. NB Godrej (MD)
are instrumental in the growth of GIL over the year.
Both have sound academic and technical
qualifications along with strong entrepreneurial
orientation.
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ORGANISATION STRUCTURE
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OVERVIEW OF THE GODREJ GROUP
An average Indian starts the day with the use of Godrej soaps and Godrej shaving
cream in the morning, picks up clothes from a Godrej Almirah, sits on Godrej furniture
in the office, drinks coffee from the Godrej vending machines., eats Godrej food products,
uses Godrej fax/conferencing equipment for communication, puts money in Godrej safe,
plugs Good Night and goes to sleep at the end of the day.
A recent estimate suggested that 400 million people across India use at least one Godrej
product every day. Godrej Group today is one of the largest diversified industrial
corporations in India. It stands in a strong position today, with annual sales in excess of
US$ 1.7 billion, a workforce of approximately 20,000, and a strong diversified portfolio.
The saga of the success of Godrej group is a story which runs into about four
generations. From the humble beginning driven by honesty, integrity and outstanding
service to customers now Godrej is a huge empire, which has come all the way as being
know as a lock making company for over more than 100 years ago and is an epitome
for success. This endeavor began in the last century with Ardeshir Godrej starting at the
grass roots level with the manufacture of locks. After mastering the technology
thoroughly he decided to manufacture locks, which could compete with locks imported
from foreign countries. From then on there has been no looking back. He along with his
younger brother Pirojsha went on to make security equipments of a high quality. They
kicked off Godrej & Boyce and successfully began the manufacture of toilet soaps from
vegetable oils. Ardeshir moved from locks, safes, soaps to biscuits and confectionery and
canning and processing and Pirojsha focused on growing businesses. They further
diversified into cupboards and furniture. The next generation was dominated by Naval
who forayed into ventures like typewriters and refrigerators. The third generation led by
Jamshyd, took on the challenge as managing director of Godrej & Boyce and is carrying
on its business. Exhibit 1 details the key milestones in the history of Godrej in the last
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GODREJ GROUP COMPANIES
Godrej & Boyce Mfg. Co. Ltd. (G&B) is the flagship company of the group which has all other
companies in the group as its subsidiaries and affiliates. G&B internally has three major
verticals, Consumer product division – manufacturing appliances, locks, furniture, security
equipment Industrial product division – storage solutions, material handling equipment,
electrical and electronic products Office automation division – printers, typewriters, fax, copiers,
conferencing solutions
G&B is chaired by Jamshyd N Godrej, cousin of Adi B Godrej, Chairman of the Godrej Group.
The company has several subsidiaries in which it has the majority stake. Some of them (with
G&B‗s stakes shown in brackets) are GODREJ INDUSTRIES LTD. (64%) - Industrial
Chemicals like Fatty Acids, Glycerine, Fatty Alcohol, Alpha Olefin Sulphonates, Estate
Management, Medical Diagnostics and Edible Oils GODREJ COMMODITIES LTD. (71%) -
Bulk Trading in Vegetable Oils GODREJ INFOTECH LTD. (52%) - Infotech Services and
Software Development GODREJ (MALAYSIA) SDN. BHD., Malaysia (83%) - Steel Furniture
and Equipment GODREJ (SINGAPORE) PTE. LTD., Singapore (59%) - Steel Furniture and
Equipment Of the Godrej empire, the wholly-owned Godrej & Boyce is a holding company, and
in the two publicly listed companies — Godrej Industries and Godrej Consumer Products —
promoters hold 88.4% and 68.2%, respectively. Godrej Industries Ltd has several subsidiaries,
joint ventures, associates and equity investments some of which in turn have strategic holdings in
their acquired subsidiaries. The subsidiaries of Godrej Industries Ltd are
Godrej Agrovet – Focuses on Agri sector and animal feeds. Holds two subsidiaries Goldmohur
Foods and Feeds Limited and Golden Feed Products Limited through strategic tie-ups and
acquisitions Godrej Properties – Real estate and property development. Owns Godrej Holiday,
Godrej Waterside Properties and Godrej Realty Ensemble Holdings and Finance – Earlier a
subsidiary of Godrej Agrovet and now 100% subsidiary of Godrej Industries
Godrej International - Distributing Godrej FMCG products in the Middle East through Godrej
Global Mid East FZE Godrej Global Solutions – Global BPO solutions and services company
and owns Godrej Global Solutions (Cyprus) Godrej Hershey Foods & Beverages – core business
of Confectionery and Beverages through combined holding with Hershey Company Godrej
HiCare – Pest Management Company
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CONTINUE………………………………….
Godrej Industries also has Joint ventures in
Godrej Sara Lee - a joint venture company between the Godrej Group and Sara Lee
Corporation, USA. It is the world's largest manufacturers of home insecticides with well known
brands like Good Night, Jet, Hit and Banish, which have become generic with mosquito
repellants today CBay Systems - Godrej has also allied with CBay to create a medical
transcription production center
Godrej Industries also holds equity investments in Godrej Consumer Products Limited (GCPL).
GCPL is a major player in the Indian FMCG industry with a presence in toilet soaps, hair color,
liquid detergents and other toiletries.
Apart from subsidiaries and equity investments, Godrej Industries also has a number of associate
companies in Swadeshi Detergent, Godrej Upstream, Compass connection, Personalitree
Academy, Creamline dairy, Creamline nutrients and Polychem Hygiene Lab.
Exhibit 2 (Chart 2) gives a detailed structure of the family holdings of Godrej group among all
its subsidiaries and joint ventures.
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COMPETITION
Godrej group‗s response to competition has been mixed –from being highly proactive to being
lethargic to change. As a result it is now a laggard in several fields where it was the leader a
decade and a half back. A glaring example of this is in the refrigerator industry. It was the clear
leader in this field before the Korean giants LG and Samsung moved in.
Currently it has been pushed to the third spot, although it is still the No.1 in terms of brand
recognition and image. This clearly shows the inability of the Godrej management to capitalize
on the excellent brand image.
However the growth story has been impressive in the Consumers Product sphere. Godrej
Consumer Products Ltd (GCPL) has adopted a two pronged strategy for rapid growth –
diversifying risks and tapping new markets. This strategy has helped the company achieve higher
than industry growth rates. The entry of ITC in the personal care segment is a major change in
this segment. It will be a real test of GCPL‗s strategies.
Godrej Sara Lee used product differentiation to maintain its competitive advantage. Also, focus
on technologies, such as Business to Employee (B2E) and investment in Knowledge
management tools will help it face industry challenge better. Also the acquisition of Sara Lee‗s
business in India will help Godrej efficiently manage its portfolio in South Asia and have access
to the Godrej distribution network. A few of the competitors are mentioned below.
Godrej Consumer Products Ltd. (GCPL) is a major player in the Indian FMCG market and faces
competition from Hindustan Unilever Ltd, Reckitt Benckiser and P&G
Godrej Infotech Ltd. is in the business of software Development, e-solutions Development, ERP
Implementation, Customisation & ERP Consulting Services, Database Outsourcing &
Consultancy services and shares the market with big players like Oracle, SAP and several other
smaller players like Artech
Godrej & Boyce Mfg. Co. Ltd has various products like Electrical appliances (Refrigerators,
Washing Machines, Air Conditioners, Microwaves and DVD players) where it faces competition
from foreign majors like LG, Whirlpool, and Samsung Locks and Safes where it mostly faces
smaller local players Office Automation – with 70% market share in office typewriters and a
significant presence in distribution of fax machines and conferencing equipment in India
IIEBM INDUS BUSINESS SCHOOL PUNE Page 24
FAMILY BUSINESS MODEL
The Godrej family holds a majority shareholding (ranging from 50% to 100%) in most of its
companies. The role of the family members have been more of a trusteeship one in growing the
business and the group has never experienced a single split, in its 100-year old history. The
group‗s senior management consists mostly of the family members, predominantly from the third
generation of the family. The fourth generation has just commenced entry into the business.
The young generation of the family has to join at the lowest executive levels like any other
executive and be trained and found good before climbing up the corporate hierarchy. There
seems to be a strong and systematic succession plan in place and the younger generation of the
family is groomed under the guidance of the senior family members and outside professionals.
Post Liberalization of the Indian Economy, Godrej realized that following strong corporate
governance practices would provide impetus for long term growth and stability. It led it to move
from a family-owned family managed organization to family-owned professionally managed
organization. The group companies now are more like Strategic
Business Units (SBUs), chaired by the family members. However, it is mainly on paper, and
each company is given a lot of independence. The CEO of the companies have maximum
freedom to devise the strategy of the company, though, there is a consultation both at the family
and business levels. The companies have defined evaluation criteria in place and profit
estimation is based on EVA practice. This model of governance seems to have worked well for
Godrej as is evident from the steady growth in the recent years after the economy has been
opened up.
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ORGANIZATION STRUCTURE FRAMEWORK – BEST FIT
An organization as huge and as diverse as Godrej cannot be accurately fit to any theoretical
models of organization structure, owing to the very dynamic nature of the group and its
companies. However from the limited information that is available in the public domain on this
topic, it has been observed that ―Product Team Structure‖ can be a very close approximation in
the case of Godrej group.
Product team structure is a cross between the product division structure, in which the support
functions are centralized, and the multidivisional structure, in which each division has its own
support functions. In the case of Godrej, few support functions like Recruitment and Business
Development happen in a centralized manner whereas each group also has specific support
functions like Finance, Operations and Marketing.
A product team structure is more decentralized than a functional structure or a product division
structure, and specialists in the various product teams are permitted to make onthe spot decisions.
Godrej‗s divisionalisation and decentralization efforts were targeted at achieving this goal by
delegating decision making authority to managers at the grassroots levels. The figure below
depicts the product team structure fit of Godrej
structure. Corporate Unit in the structure has some special functions, such as diversification
planning, hiring at the group level, budget allocation to the companies. Subsidiaries A, B are
sample subsidiaries of Godrej Industries Limited.
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HR PRACTICES
The family control has led to greater employee care and employee-friendly work practices at
Godrej (74% of the respondents favored). HR practices followed in Godrej are considered
amongst the best in the industry because of which they have been ranked amongst the Top 20 in
the 'Great Places to Work' in a study conducted by the Grow Talent Company in partnership with
the Great Places to Work Institute, Inc, USA and Business World. Godrej was also honoured
with the Best Managed Workforce Award from Hewitt Associated-CNBC-TV18. People
Practices at Godrej are guided by six strong, well defined principles: 1. Strong values which have
helped in setting high standards of ethics at work place. They form the key principles of
behaviour and belongingness which form the core of any culture that prevails in a company.
There is no compromise of any kind on this front come what may. Every employee joining the
company has to sign a code of conduct which helps in creating awareness about the rules and
regulations that are to be abided by in day to day work. They believe in the policy that
―economic success goes hand in hand with ethical responsibility‖. Approximately, 66%/24% of
the respondents rated Godrej having excellent/good ethical practices, respectively. 2. Providing
employees a wide scope and platform to perform. The diverse portfolio of products and verticals
provide the employees with an opportunity to work across businesses and functions within the
company giving them a great deal of exposure in the business. People are trained to perform
multiple tasks and leaders are developed internally (75% of the respondents favoured). 3. Speed
and flexibility in decision making empowering people on the job – A conducive environment to
grow faster, thrive better and succeed together. This has motivated employees to perform better
and deliver faster (63% of the respondents favoured). 4. Freedom and autonomy at work and
freedom to promptly recognize and reward performance. A powerful tool that motivates people
to give their best is to link a substantial part of their compensation to a robust financial measure
like Economic Value Added. This incites them to outperform their expectations as long as they
are within the value standards. 5. A specialized ambience at work to thrive. A very competitive
work force, professionally managed entity recruiting talent from top B-schools building
professional leaders. Three pronged strategy followed a. Set stretch goals b. Help achieve them
by providing development inputs and coaching c. Recognize achievement through rewards 6.
Creating an organization that advocates learning amongst its employees. Feedback from
employees is taken in multiple ways to get an idea about the kind of perception. Know Your
Consumer Programs, internal customer satisfaction surveys, Voice-ofthe-Employee Program and
360 degree feedback programs are some of them. Employees have the flexibility to draft their
IIEBM INDUS BUSINESS SCHOOL PUNE Page 27
COUNTINUE………………………
own development plans and take them forward after consulting with the seniors. It has defined
performance tools
The group has defined performance tools and processes, which reward top performers
disproportionately and identify weak performers. It offers performance-based variable
remuneration, which is dependent on EVA of the group. This is essentially a policy of
participative management, which instils a sense of responsibility, accountability and also the
ability to take calculated risk in the interest of the organization, in the employees. The group
gives adequate support to the employees‗ ideas and say in the functioning of the organization.
Approximately, 67% of the respondents rated Godrej, good and above, in terms of, support by
senior management to the ideas of the employees. However, strategic decision making lies with
the senior management (39% favoured), who get adequate support by the family (28% favoured)
and involves middle-level managers as well.
The learning culture at Godrej is based on a conservative, innovative and risk-free approach.
This can be interpreted, to an extent, as due to the influence of strong initial family control,
which defined the boundaries for the employees. Approximately, 42% of the respondents
favoured it as conservative and 37% as innovative and minimal support to the risk taking
approach. The group has well defined formal training procedures, with a focus on on-the-job
training. It also has continuous training programs to hone the competencies and skills of the
employees, for instance, through the concept of "GOLD" - the Godrej Organization for Learning
and Development. It helps employees acquire new skills as well as hone existing skills and
strengths. The talent management process at Godrej identifies talented and passionate people
from diverse backgrounds, take them on board and later help them shape their careers. GCPL has
an employee development programme – IDLE (Internal Development of Leaders) through which
it provides MBA education to its talented employees through a tie-up with Symbiosis. The
attrition issue at Godrej has increased in the last few years, due to more opportunities and desire
for higher education. Godrej has taken measures, such as funding the higher education of the
employees to contain the attrition rate to an extent.
Godrej has taken various initiatives for care of its employee and their families. It was one of the
early adopters of employee welfare schemes, such as holiday benefit, provident fund, bonus,
gratuity and medical and food facilities. Some of the other steps include the following:
Listening, Sharing, Inspiring Employees by using various channels to ensure there is ample
communication across and within teams and the hierarchy. Chairman‗s Tea, voice of the
employee and induction programs are some of them. Enlightened Employment Policies
encompass strict code of conduct, such as nondiscrimination and whistle blowing and adherence
IIEBM INDUS BUSINESS SCHOOL PUNE Page 28
CONTINUE………………………………………….
to safety, health and environment standards. Balancing Work & Life by flexi - time working
wherever operationally possible, company buses at regular intervals too help reduce commuting
stress
Godrej was steeped in traditional values because of the nature of family business. The result was
that the organization was conservative. The group could not avoid bureaucracy due to presence
of family members at the power centers (as board members or at the senior management).
Approximately, 49% of the respondents believed the organization to be bureaucratic. Ironically,
this goes against the believed perception of family-run businesses as having lesser bureaucracy.
Perhaps, it is the scale of Godrej group‗s operations, which is responsible for bureaucratic
culture. Therefore, even though the family orientated work culture has been fairly successful in
winning loyalty and trust of employees, there has been instances of conflicts between family and
employees. There are two specific instances to quote, which occurred in 1972 and 1979, when
due to aggressive clashes between labour and the family, Naval Godrej and his daughter-in-law
and mother-in-law were stabbed. This incident eventually led to the death of Naval Godrej.
Some conflicts are necessary for any organization so as to increase its effectiveness and bring
some change. The birth of GCPL from Godrej Soaps Ltd., was a successful consequence of the
initial conflicts, giving the shape to what Godrej Industries Limited is today. Godrej Industries
Limited managed by Adi Godrej has a very dynamic and open culture and has ventured into
diverse sectors. However, Godrej & Boyce continued to follow a conservative attitude and was
content with moderate growth rates (of 30%) and was relegated to an also ran from market leader
in many segments like appliances, home and office furniture and fast moving consumer goods. It
is not sure whether this cautious approach was by design or whether it is the inertia of the pre-
liberalization era that still exists in the system, but it created a lot of frustration in youngsters
who were yearning for part of the action in the markets. A large part of the management trainees
who joined in the nineties have quit the company.
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CSR PRACTICES
Approximately, 90% of the respondents have rated Godrej‗s CSR practices as good and above.
Family planning, health care, primary and secondary education, protecting and nurturing of
environment especially mangroves, green business initiatives are amongst noteworthy
contributions to the society. Some years back the entire Godrej industrial complex was declared
a Non-smoking zone, an initiative well ahead of others. Some of the activities/initiatives of
Godrej which fall under this heading of CSR are as follows: Udayachal Schools: Providing
Quality Care and Education – It symbolises the schools‗ ideal - to help students from even the
humblest origins to rise to the heights of a fulfilled life. Today, so many parents are thankful that
due to this scheme they have been able to provide so much more towards their children‗s future.
Long term employment for the visually disabled – The activity of hardware packet making for
chairs has been outsourced to National Association for Disabled Enterprises (NADE) for the last
several years. The objective of this decision was to ensure continued occupation for the visually
disabled. The employment to the visually and physically disabled people has also gone up from
employing seven persons then to approximately 18 people now. Godrej Memorial Hospital:
Striving to strike the right balance – The objective of the hospitals was to create a balance
between the philanthropic hospitals and the private hospitals in the city. For the same purpose, an
alternate business model was created which would emulate philanthropic hospitals but have high
quality healthcare services at an affordable cost in a rational and ethical manner. This model was
adopted with the belief that a wholly philanthropic model would not be sustainable and would
grow only in a very limited sense. Managing effluents and waste water – Effluent Treatment,
Sewage Treatment and Rainwater harvesting are some of the initiatives taken up by the company
on this front.
The Heroes Project – HIV/AIDS campaign – The project is coordinated by Richard Gere and
Parmeshwar Godrej and aims to increase the awareness of HIV/AIDS through media and
campaigns. Godrej Dance Academy – preserves the Indian culture by teaching classical Indian
dances
IIEBM INDUS BUSINESS SCHOOL PUNE Page 30
CREATIVITY
Instances of innovation have been few and far that Godrej has never been identified with
innovative practices. Kaizen has attempted to change that mindset but it has primarily been
aiming at improving existing processes rather than innovation. In fact, Kaizen was implemented
in a very traditional manner and could not attract employees‗ interest. The strict adherence to
rules and meetings created psychological pressure losing interest of some of the employees.
Godrej had been very slow in adapting to the uncertainty in the market owing to the mechanistic
nature of the organization and it clearly shows in the market share of its various traditional
businesses when compared with the leadership position earlier it used to command.
Approximately, 66% of the respondents rated Godrej as average and below it in terms of
innovativeness.
The focus on innovativeness is more in GIL as compared to Godrej & Boyce. GIL introduced the
concept of ‗blue‗ and ‗red‗ team, which worked independently to formulate Godrej‗s future
strategies. The results of their exercise had to be evaluated by a ‗plum‗ team, comprising the top
management. It was an innovative concept empowering the employees and providing good
quality of work. In fact, they also invited management guru, Prof. C.K. Prahalad, for addressing
the teams and guiding them on the approach they could follow. The results of this exercise are
awaited and it would be difficult to comment at this time.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 31
KEY STRENGTH OF GODREJ GROUP
We believe that the core strength of the Godrej Group is its value system put in place by the
founders and has been nurtured all along. The strong relationships with stakeholders – suppliers,
dealers, employees, customers, have established Godrej brand in the market and increased
loyalty. Some other factors nurtured on the values are as follows:
 Brand name – very loyal customer base, brand associated with durability and quality
(especially due to the products like steel cupboards, locks, steel furniture, safes)
 National presence – The group has been able to establish itself in virtually every district
of India through a network of dealers, distributors and branches reducing marketing costs
tremendously. The trade is nurtured meticulously using a multi-tier approach
(local/regional/national contact). The trade partnership sometimes runs into the second
generation also
 People – most valuable asset
 Relationships – nurtured with dealers and suppliers – drives down traditional marketing
costs
 Financial strength – ability to take up large projects through internal funding
 Resources – land, machinery, technology, competent management teams, social goodwill
IIEBM INDUS BUSINESS SCHOOL PUNE Page 32
SOME OBSERVATIONS
 The family control has ensured that the vision and values of the founders are
adhered to by all the Godrej group of companies. This has set clear goals and
objectives for the employees giving a direction to the growth in interest of
family vision and values. As the group companies have common objectives in the
interest of the group, it has reduced agency costs giving it an advantage over its
competitors. The family influence has enabled the group companies to survive and
grow even during adverse external conditions. It is believed that family-run
businesses less respond to economic cycles and have lower cost of capital.
 A resources based analysis of the Godrej group indicates that it is extremely rich
in resources of different types – tangible resources, such as manpower, machinery,
technological expertise, land, and intangible resources, such as brand, customer and
supplier loyalty and acquired knowledge. This is due to the scale of operations of
Godrej, and has increased complexity with time. Some of the long-term goals
include investment in quality, infrastructure and enduring relationship with the
employees. Godrej also has had a typically higher duration of tenure of the
family members. This has helped them invest in long term benefits and also
invest in next generation leaders.
 The decision-making in a family-run business can also have emotional implications
based on the relationships between family members controlling the organizations. The
success of such organizations depends upon the behavior of family members. Many a
times, conflict within the family members, may lead to the downfall of the companies,
though sometimes the companies have emerged stronger as well. Nevertheless, it is
always accompanied from resentment of the employees. With some of the divisions,
such as appliances division, which are still facing the losses due to relaxed attitude of the
Godrej, the group might have problems deciding the fate of the division. There could be
a lot of exit barriers that prevail like the family culture and control, goodwill in the
market social and psychological barriers, such as emotional attachments of family
members.
 There should be proper succession plan in place in family-run businesses, so as to
maintain the family control. This requires producing competent leaders capable of
continuing the growth of groups. Godrej has been following a succession plan wherein
the younger generation of the family are groomed under the guidance of the senior
family members and outside professionals. This is important to ensure that there is no
crisis for power between professionals and family members and only competent people
reach the helm. In many families, for instance in Reliance, the family members did their
IIEBM INDUS BUSINESS SCHOOL PUNE Page 33
COUNTINUE………………………………………
higher education from premier institutions of the world, such as Kellogg‗s (Mukesh and
Anil), which provided them a higher pedestal in the hierarchical structure of their family
business.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 34
IIEBM INDUS BUSINESS SCHOOL PUNE Page 35
SOME PRODUCTS OF GODREJ………………………….
Appliances- Locks
+
Furniture Security equipment
IIEBM INDUS BUSINESS SCHOOL PUNE Page 36
Office automation Confrencing Sloution
IIEBM INDUS BUSINESS SCHOOL PUNE Page 37
ORGANIZATIONAL CULTURE
The influence of family-controlled business can be seen on the organizational culture. The
mission and vision statements are clearly defined for the group companies and the family and the
senior management adheres to it.
 Vision: Godrej in Every Home and Workplace
 Mission: Enriching Quality of Life Everyday Everywhere
 Values: Integrity, Trust, To Serve Respect, Environment
About 85% of the respondents rated Godrej above average and above in terms of adherence to
the mission and vision statements. However, 43% of the respondents believed that family control
has reduced dynamism to an extent and that Godrej has not utilized its resources and assets fully.
Godrej‗s recent foray as Godrej Properties is a step towards capitalizing its vast land assets.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 38
STRUCTURAL CHANGE POST LIBERALIZATION
Godrej has since 1990 deliberately undertaken a process of self-improvement. The main problem
faced by the group in 1991 was that it was getting too bureaucratic with slow pace, getting
bogged down in routine matters, too many slow-moving products and a reluctance to do away
with old practices.
The key to break this shackle, Godrej realized is that to make everybody accountable and
responsive. Godrej went all out into incorporating corporate governance in all its subsidiaries and
group companies (both listed and unlisted). Each group company had a CEO or a President (not
necessarily from the family). Full freedom was given to these leaders to devise strategy for the
companies and lead Godrej in the liberalized and open economy. However the board of each
company still has some family members to oversee the working of the top management and the
company and there is consultation at both family and business levels on critical issues.
This change led to the concept of divisionalization with each division as a profit centre,
decentralization of decision-making and empowerment of managers at the grassroots level, and
Quality the watchword. There was a realization on the part of Godrej that for all their successes
in the past, they still fell short of a world class organization and they had to make up for it. Along
with implementing innovative techniques like TQM for technology, product and process
improvement there was a compelling need to ensure that a balance was maintained between new
ideas and enduring wisdom gathered through the century old experiences, especially on the
human side by preserving the traditional bonds of trust which the owner-top management had
always enjoyed with employees at all levels.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 39
KEY SUCCESS FACTORS – FAMILY BUSINESS MODEL
TRUST HELPS IN REDUCING COSTS AND ATTRITION
Trust can be a source of significant competitive advantage to a family business. It has been found
out that 'trust' lowers transaction costs, corruption, and bureaucracy. It also serves as a strong
retention factor hence reducing attrition in the organization.
SMALL, NIMBLE, AND QUICK TO REACT
By virtue of the fact that there are fewer decision-making gates to deal with, family businesses,
both small and large, tend to be quick to react to threats as well as opportunities. Very often, the
survival of the family depends on the survival of the business. This results in sharp and decisive
action in the face of threats that could be potentially fatal for the business.
GODREJ CONTEXT
Godrej has survived in the open economy, when most other local businesses have closed down,
primarily because they never allowed majority ownership to any of their foreign partner. It is a
closely held family group and neither the Indian financial institutions nor the Foreign
Institutional investors hold any share of its company. The downside of this model seems to be
that such close holding by the promoters might affect expansion of the company. For instance, in
1974 when Jamshyd Godrej joined the company, Godrej and Boyce was a much bigger company
than even Larsen & Toubro. Today, L&T is much bigger.
However, Godrej relies on building well known brands continuing to expand in its own way and
not let the majority stake to be ever diluted. The family fully owns the parent company Godrej &
Boyce which in turn has majority stake in other group companies to ensure that there is no threat
from any quarter.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 40
CONTINUE……………………….
FMCG firm Godrej Consumer Products Ltd (GCPL) is targeting 10% market share in the hand
wash and hand sanitisers segment in the next three years with its Protekt range.
The company also plans to extend the Protekt brand to other categories of the health and
wellness market.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 41
PERSONL CARE PRODUCT
• Built on the high-energy proposition of ‗alive is awesome‘, it inspires you to step out of the
stale and embrace the fresh, the new
• With premium international fragrances and innovative designs, it is undoubtedly one of the
most refreshing grooming experiences across soaps, deodorants, talcs and shower gels
• Introduces a range of female deodorants
• Launches Cinthol Deostick – 3x longer lasting than ordinary deodorant sprays and gentle on
skin
• Online campaign #AliveIsOffline, wins at the Effies 2015 for ‗Best Digital Campaign‘
• Ranks #17 in Personal Care in the Economic Times – Brand Equity Most Trusted Brands
Survey 2015
IIEBM INDUS BUSINESS SCHOOL PUNE Page 42
OUR NEW HEALTH AND WELLNESS PLATFORM
• Delightful, differentiated and efficacious range of products across the health, wellness and
personal protection platforms
• Range comprises three hand washes, a hand sanitiser and a personal mosquito repellent spray –
including India‘s first instant foam hand wash and alcohol-free sanitiser with 8-hour germ
protection
• Naturally derived ingredients and unique design-led and recyclable packaging
IIEBM INDUS BUSINESS SCHOOL PUNE Page 43
HAIR CARE PRODUCT
India‘s largest selling hair colour, used by over 40 million consumers
• Innovative solutions include crème hair colour in a sachet and powder hair colour with a unique
gel technology, at unbelievably democratised prices
• Launches a multi-application pack of Godrej Expert Rich Crème, a value offering for frequent
users
• Hosts successful integrated marketing campaigns, extensive engagement with salons, barber
training, innovative approaches to media and communication
• Ranks #15 in Personal Care in the Economic Times – Brand Equity Most Trusted Brands
Survey 2015
IIEBM INDUS BUSINESS SCHOOL PUNE Page 44
PERSONAL CARE
Leading Grade 1 quality soap in India (simply put: more soap in each soap)
• Offers you ‗Nature‘s way to beauty‘ with carefully chosen ingredients to make your skin
naturally beautiful
• Extends into value-added soaps – launches Godrej No.1 Glycerin & Honey soap
• Ranks #13 in Personal Care in the Economic Times – Brand Equity Most Trusted Brands
Survey 2015
IIEBM INDUS BUSINESS SCHOOL PUNE Page 45
BUILDING THE NEXT EMERGING MARKETS FMCG LEADER
We want to build GCPL into an emerging markets FMCG leader. Our strategy is to drive growth
in the categories where we are leaders and have a competitive advantage. We follow a 3 by 3
approach to international expansion - a focus on 3 categories (home care, hair care, personal care
in 3 geographies (Asia, Africa, Latin America). Our footprint now extends to a variety of
geographies outside India, where we hold leading market positions.
Our operating model is quite unique and centered on values based partnering. Unlike traditional
multi-nationals, we have a multi-local model, where operational accountability and P&L
ownership rests with local country teams. This helps sustain the entrepreneurial spirit that has
made these companies successful. At the same time, it offers benefits of strong processes and
scale that Godrej brings.
Our focus on innovation allows us to not just build on our core categories, but also find new,
emerging footholds in adjacencies and thereby broaden our portfolio and drive additional sales.
So, we are ramping up our innovation pipeline and investing significantly in technology and
Research & Development. Today, almost 40 per cent of our incremental growth in India is being
driven by our new product launches. In fact, GCPL was ranked number 26 on Forbes‘ list of The
World‘s 100 Most Innovative Growth Companies 2016.
We absolutely believe in the importance of diversity at Godrej. We are very fortunate to draw
from a strong legacy of trust, integrity and respect for others. Becoming more inclusive has, in
many ways, made us who we are today. As we grow in scale, we are navigating different
geographies, cultures and brands. So, diversity is an increasingly important part of our multi-
local business strategy.
We also take much pride in creating a supportive work environment and offering great career
opportunities across our teams. In India, we were ranked the number 1 FMCG company to work
for by the Great Place to Work Institute. We are now extending this commitment to shaping
culture and values and developing local talent, to our other geographies.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 46
BEING A “GOOD” COMPANY
For us, it has always been most important that besides our strong financial performance and
innovative, muchloved products, we remain a ‗good‘ company. 24 per cent of our holding
company is held in a trust. This invests in the environment, health and education. As part of our
Vision 2020, we are bringing together our passion and purpose through our Good & Green
approach of ‗shared value‘ to create a more inclusive and greener India.
We have always actively championed social responsibility. We are deeply committed to driving
the social progress of the communities that our businesses operate in. Building a presence in
emerging markets ties in
very closely with this commitment. It is absolutely our responsibility to drive a much stronger
focus on doing good. We must co-create an approach to drive longer-term inclusive and
sustainable growth in these markets.
There are different ways in which we can do this. Take malaria for example. 214 million new
cases of malaria were reported worldwide, in 2015. 4,38,000 people died from malaria. 70 per
cent of them were children under the age of 5.
95 per cent of our population in India resides in malaria prone areas. In rural areas in particular,
the penetration of household insecticides is very low. 83 per cent don‘t use household insecticide
products. This is because the options available are usually either expensive or require electricity.
A few years ago, we created Good knight Fast Card, a revolutionary paper-based mosquito
repellent at one rupee, for the Indian market. Our idea was to launch a product that would break
the price barrier, work instantly and not require electricity. We leveraged the idea of this format
from our Indonesia business and substantially modified the product for the Indian market. Fast
Card has been a runaway success. It became a 100 crore rupee brand in less than a year, which
was a landmark for an FMCG product. We want to make similar great quality solutions available
at more affordable prices, across other emerging markets.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 47
CONTINUE…………………………….
Environmental sustainability is another big area of focus. As a Group, by 2020, in India, we want
to achieve zero waste to landfill, carbon neutrality and positive water balance. We also want to
reduce our specific energy consumption and increase the proportion of renewable energy
resources. In line with this, we have introduced different sustainable manufacturing and supply
chain practices. This has resulted in significant improvements in energy and water consumption,
carbon footprint, waste generation and renewable energy. Our global strategic sourcing efforts
have also contributed significantly to our bottom-line. We are working closely with our team
members and partners in different geographies to find ways to ramp up these efforts.
Einstein once said, ―No problem can be solved from the same level of awareness that created it‖.
That holds very true for us, as we take a step back to reimagine our role and purpose, beyond
business. Many global companies, including ours, have adopted a ‗shared value‘ approach to
business growth and innovation. Shared value is different from social responsibility or
philanthropy. The idea is to link business success with social progress. To find ways to create
business value that also creates social value. Our attempt is to use this framework as we explore
the tremendous opportunity and responsibility we have, to address the biggest social and
economic problems of our times.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 48
LOOKING A HEAD
We are relentlessly focusing on our strategy and investing strategically in creating new growth
vectors for the future. At the same time, we are driving our core to full potential, ensuring
execution excellence and building on our agile and high performance culture. We believe that
this is what differentiates and allows us to delight our millions of consumers globally with
superior quality, world-class products at affordable prices.
I would like to take this opportunity to acknowledge the many contributions, dedication and
commitment of all our team members, which makes our company so successful. My deep
appreciation to all our business partners, vendors and other business associates, for all their
contributions. To the various central and state government authorities, many thanks for all the
support that they continue to extend. Finally, a special thank you to all our stakeholders for their
interest, faith and encouragement through the years. We look forward to your continued support
in the years ahead.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 49
BOARD OF DIRECTOR
IIEBM INDUS BUSINESS SCHOOL PUNE Page 50
Continue…………………………………
IIEBM INDUS BUSINESS SCHOOL PUNE Page 51
Godrej Memorial Trust – a charitable trust established in year 1984, conducts a clinic for the
impoverished, at Okhla, New Delhi.
Godrej Memorial Hospital, was commissioned in September 2004 with the purpose of providing
Quality Health care Services at affordable cost.
Facilities
The Out patient department comprises of various specialty and super-specialty areas - General
Medicine, Paediatrics, Surgery, Orthopedics, ENT, Ophthalmology, Dermatology, Cardiology,
Urology, Nephrology, Psychiatry, Dentistry, Gynecology & Obstetrics, Physiotherapy, etc.
Other facilities are Adult and New born Intensive care units, Operation theaters, Endoscopy
center, Dialysis, Maternity rooms, Diet & Nutrition, etc.
Features
• Free Emergency (Cardiac / Accident ) Ambulance service within the suburb
• Casualty services - Round the clock
IIEBM INDUS BUSINESS SCHOOL PUNE Page 52
Continue………………………………………..
• Diagnostics – Day & Night
• No advance deposits (for Admission)
• Home Health Service
• Free surgeries for (BPL families) children born with deformities of the mouth and lips( Cleft lip
and palate).
• Free Anti Retro-viral Treatment (ART) Center for people living with HIV and AIDS.
• Multiplace Hyperbaric Oxygen Treatment Center.
Godrej Memorial Hospital aims to be a center of Medical excellence by achieving high standards
of medical services and human compassion.
IIEBM INDUS BUSINESS SCHOOL PUNE Page 53
PRODUCT OF GODREJ AS IN PIE CHART
IIEBM INDUS BUSINESS SCHOOL PUNE Page 54
BIBLOGRAPHY
1. www.Timesofindia.inditime.com
2. www.Economictime.indiatime.com
3. www.godrejindustry.com
4. www.godrejproperty.com
5. www.scribed.com
IIEBM INDUS BUSINESS SCHOOL PUNE Page 55

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indian business house godrej

  • 1. IIEBM INDUS BUSINESS SCHOOL PUNE Page 1 INDIAN BUSINESS HOUSE REPORT ON GODREJ GROUP PRESENTED BY SONALI SARKAR PGDM BATCH 2016-18 REG-004
  • 2. IIEBM INDUS BUSINESS SCHOOL PUNE Page 2 INDIAN BUSINESS HOUSE ON GODREJ GROUP PREPARED BY SONALI SARKAR REG. NO: 004 PGDM 2016 -2018 (AICTE APPROVED) IIEBM , INDUS BUSINESS SCHOOL , PUNE – 57 SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM) AICTE APPROVED COURSE
  • 3. IIEBM INDUS BUSINESS SCHOOL PUNE Page 3 TABLE OF CONTENT PREFACE 5 ORIGIN AND FOUNDER 6 INTRODUCTION 8 HISTROY 9 VISION AND MISSION 10 ACKNOWLEDGEMENT 11 MANAGEMENT OF GODREJ 12 EXEUTIVE SUMMARY 13 ORGANIZATION STRATEGIES 15 KEY STENGTH 18 ORGANISATION STRUCTURE 19 OVERVIEW OF THE GODREJ GROUP 20 COMPETITION 23 FAMILY BUSINESS MODE 24 ORGANIZATION STRUCTURE FRAMEWORK –BEST FIT 25 H R PTRACTICES 26 CSR PRACTICES 27 CREATIVITY 30 KEY STRENGTH OF GODREJ GROUP 31 SOME OBSERVATION 32 GODREJ CONSUMER PRODUCT 34 SOME PRODUCT OF GODREJ 35
  • 4. IIEBM INDUS BUSINESS SCHOOL PUNE Page 4 CONTINUE………………………………………………………………………….. ORGANIZATIONAL CULTURE 37 STRUCTURE CHANGE POST LIBERALIZATION 38 KEY BUSINESS FACTOR FAMILY BUSINESS MODEL 39 PERSONAL CARE PRODUCT 41 OVER NEW HEALTH AND WELLNESS PLATFORM 42 HAIR CARE PRODUCT 43 PERSONAL CARE 44 BUILDING THE NEXT EMERGING MARKET FMCG LEADER 45 BEING A “GOOD” COMPANY 46 LOOKING A HEAD 48 BOARD OF DIRECTOR 49 GODREJ MEMORIAL HOSPITAL 51 GODREJ CONSUMER PRODUCT LTD 53 BIBLOGRAPHY 54
  • 5. IIEBM INDUS BUSINESS SCHOOL PUNE Page 5 PREFACE The Indian business house is an project which enhances the knowledge to during our PGDM program .it helps an individual to gain first hand experiences in the corporate world. Godrej group of industries is catering the need of customers since 1897 by providing various quality products. The company is one of the largest privately held diversified Corporate in India. The Godrej name has been built on a spirit of innovation that has made it one of the country‘s most remarkable industrial corporate. Founded over 108 year ago, Godrej is a highly reputed household and industrial brand in India. Admired for its spirit of innovation and self Reliance, Godrej and Boyce Mfg. Co. Ltd. Is today a highly diversified marketing and manufacturing organization. Godrej Interio ia a contemporary, stylish & ergonomically designed range of furniture & interior solution that transforms any space. It comes from the Reliance, Godrej and Boyee Mfg. Co. Ltd. Is today a highly diversified marketing and manufacturing organization. Godrej Interio is a contemporary, stylish & ergonomically designed range of furniture & interior solutions that transforms any space. It come from the expertise & constantly evolving solutions that is provided to the consumer. And the motto ―Interio – No one know interiors better than us‖ is depicted in the work done by Godrej employees. The main objective of conducting such a type of research was to know the potential and preference of Godrej Furniture in Himachal Pradesh sand to know the perception of people about Interio Brand in general.
  • 6. IIEBM INDUS BUSINESS SCHOOL PUNE Page 6 ORIGIN AND FOUNDER In 1897 a young man named Ardeshir Godrej gave up law and turned to lock-making. Ardeshir went on to make safes and security equipment of the highest order, and then stunned the world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant, multi- business enterprise. Pirojsha laid the foundation for the sprawling industrial garden township now called Pirojshanagar in the suburbs of Mumbai, where the Godrej Group has its headquarters. After that 1902 Godrej makes its first Indian safe and after that they make lots of thing those are as following:-  1918 – Godrej Soaps Limited incorporated  1961- Godrej Started Manufacturing Forklift Trucks in India  1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps  1974 - Veg oils division in Wadala, Mumbai acquired  1990 –Godrej Properties Limited, another subsidiary, established  1991 – Foods business started  1994 – Transelektra Domestic Products acquired  1995 - Transelektra forged a strategic alliance with Sara Lee USA  1999 – Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej InfoTech Limited  2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej Soaps Limited. Godrej Soaps renamed Godrej Industries Limited
  • 7. IIEBM INDUS BUSINESS SCHOOL PUNE Page 7 CONTINUE……………………..  2002 - Godrej Tea Limited set up  2003 – Entered the BPO solutions and services space with Godrej Global Solutions Limited  2004 - Godrej HiCare Limited set up to provide a Safe Healthy Environment to customers by providing professional pest management services  2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed Godrej Beverages & Foods Limited  2007 - Godrej Beverages & Foods Limited q formed a JV with The Hershey Company of North America and the company was renamed Godrej Hershey Foods & Beverages Limited  2008 - Godrej relaunched itself with new colourful logo and a fresh identity music  2010 - Godrej launched GoJiyo a free, browser based 3D virtual world  2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the world  2014 - Godrej kick-starts Masterbrand 2.0 – bigger & brighter; Launches FreeG; India‘s first non-web based mobile browsing experience, 18 November 2014  2015 - Godrej launched its food blog, Vikhroly c
  • 8. IIEBM INDUS BUSINESS SCHOOL PUNE Page 8 INTRODUCTION It has worked with Godrej & Boyce Mfg Co Ltd. for more than 10 years and was the head of marketing for Gujarat and Andhra Pradesh. We also tried to contact other people at the senior level but did not get response due to time constraints. This case study on Godrej Group has been written as a part of the Organizational Behavior course at the Indian Institute of Management, Kozhikode. The case analyzes best practices of one of oldest business houses of India understanding the factors that enabled it withstand the changes in Indian landscape during the last century. It also discusses the influence of family control on organizations and how it changes with the changes in the general and specific environment. The study is the result of secondary and primary research conducted by the students. The secondary research was primarily based on the websites of Godrej group of companies. Apart from that we also covered general news articles, research studies and analyst reports (refer to Appendix – Exhibit 5). The primary research involved an empirical study in which we targeted more than 700 people who have worked with Godrej. We contacted people from senior level to entry level by using social networking websites, such as linked-in and orkut. A questionnaire including both open-ended and closed-ended questions was sent to the target people. However, we could gather information from 34 respondents due to the factors, such as non-active members, willingness of the respondents and time factor. We also received valuable insights from Mr. Srinivas Manda, who
  • 9. IIEBM INDUS BUSINESS SCHOOL PUNE Page 9 HISTORY What is a name, you might ask . Until you come across one that evokes pride and confidence in the heart of every Indian, seemingly blessed with a rare almost magical, power. It is the name Godrej . This indomitable force was born in 1897 , when a young man called Ardeshi Godrej gave up law and turned to lock making . He was the first Indian manufacturer to displace well- entrenched foreign brands from the market. The word Godrej . etched into the mental of his locks , become a symbol of self- reliance for the generations that followed.
  • 10. IIEBM INDUS BUSINESS SCHOOL PUNE Page 10 VISION "Value Leadership" To be the leading company, not just in sales levels, but also in Value Creation , innovation and in excellence of our processes, through high standards of quality and social responsibility. Enriching Quality of Life Everyday Everywhere MISSION "Products of a Unique Class" To offer Unique Agrovet Products ; developed in a creative and innovative way, looking for international projection and local consolidation, through the formal establishment of strategic alliances Integrity | Commitment | Team work | Continuous Learning | Environmental Sustainability Value: • Quality • Maximize Productivity • Financial gain for Farm Owner • Fairness • Transparency • Continuous Improvement • Innovation
  • 11. IIEBM INDUS BUSINESS SCHOOL PUNE Page 11 ACKNOWLEDGEMENT Company have deep sense of gratitude to all our senior and for their support and guidance. Thanks appreciate to the helpful people at IIEBM INDUS BUSINESS SCHOOL PUNE ,for their support. We would also like to thank my institute and my faculty members without whom this project would have been a distant reality. I also extend our heartfelt thanks to our all well wishers.
  • 12. IIEBM INDUS BUSINESS SCHOOL PUNE Page 12 MANAGEMENT OF GODREJ MD'S Sales Technical promotion of Product Operation level Base level management
  • 13. IIEBM INDUS BUSINESS SCHOOL PUNE Page 13 EXECUTIVE SUMMARY The Godrej Group is one of the oldest and most diversified firms in India. From a lock making company in 1897 to a present day conglomerate – the transformation has been phenomenal. It provides us a rich insight into a company that successfully adapted to a dynamically changing environment. Once synonymous with locks and safes today it has presence in FMCG, consumer electronics, engineering, IT and other fields. Safely ensconced in the protective environment of the license raj, the liberalization of ‗91 and the ensuing challenges from the MNCs provided yet another stimulus for change. The company shed its image of a closely held family business and moved from a family-owned family managed to familyowned professionally managed organization. The movement has been gradual and marked with a number of hindrances. This can be attributed to the organizational inertia which tries to maintain the status quo. The two major companies of Godrej group – Godrej & Boyce and Godrej Industries Limited, have sea change of difference in organizational culture and focus areas. While, Godrej & Boyce continues to focus on consumer, industrial and office equipment products, Godrej Industries Limited is more dynamic and focuses on range of sectors including FMCG, retailing, food, IT, real estate, etc. It gives a lot of independence to its affiliate companies and subsidiaries in decision-making. However, the control of Godrej family exists with family members having full control or as board members in some of the companies. The company had other shares of troubles as well, for instance unsuccessful partnership with P&G. Despite all the troubles, the second and third generation of Godrej families (fourth generation has entered the fray recently), continued to follow the vision of its founders. They diversified, ventured into new areas, and became global. However, they never allowed majority ownership to any of their foreign partner and survived when most of the other businesses closed down. It relies on building well known brands, continues to expand in its own way and not let the majority stake to be ever diluted. The company continues to achieve operational efficiencies by continuous learning and improvement. The HR practices of the group are considered amongst best in the
  • 14. IIEBM INDUS BUSINESS SCHOOL PUNE Page 14 Continue …………………………… country. The practices have been influenced by family control, which considers employees as the group‗s biggest asset. The employee-friendly policies have contained attrition rates and increased loyalty. The CSR practices form a part of organizational values and are widely practiced. The group continuous to learn from its mistakes and understands the challenges it has of making the organization more dynamic and harnessing its vast pool of assets – strong brand, a wide network of loyal suppliers and distributors, loyal employees and resources, cherishing the vision and values of the family.
  • 15. IIEBM INDUS BUSINESS SCHOOL PUNE Page 15 ORGANIZATION STRATEGIES Godrej group has been active in and outside India in its history of last 100 years. Its progress has been shaped by number of political and socio-economic changes in India during the same period. The strategic decisions are driven by the senior management, with the support of the board members of Godrej family. Some of the salient features of Godrej‗s strategy are the following; 1). R-STRATEGY (BLUE OCEAN STRATEGY) Godrej has been a pioneer in number of sectors in India. It has been maintaining its leadership in security products division since the starting of its operations. The second and third generation of Godrej family continued to follow the strategy of entering into uncharted territories of its founders. Godrej enjoyed first mover advantage in most of its ventures, as it directly touched the masses and endeavored to improve their quality of life. Introduced first lock with lever technology – Anchor brand Introduced first Indian safe in 1902 First company to manufacture soaps from Vegetable oil in 1930, which was later followed by other FMCG players. It manufactured Alpha Olefins from Olechemicals instead of from Petrochemicals. Introduced mechanical typewriters in India in 1955 and electronic typewriters in 1985. First organized business house to enter into the material storage solutions in 1956. First Indian company to manufacture refrigerators in 1958. First to introduce Poly Urethane Technology in India in 1957 First company in India to manufacture high pressure doors for Marine applications. Its brands in the insecticide market – Good Night, Hit and Jet are one of most well established/organized brands in this sector. 2).GLOBALIZATION STRATEGY During the pre-independence period Godrej‗s operations were focused in India. After independence it started to expand its operations across diverse fields across different geographies. With the economy opening-up in 1991, it entered into alliances with international players. Almost all the Godrej groups of companies have alliances with top Multi-national companies for learning from their best practices in local geographies
  • 16. IIEBM INDUS BUSINESS SCHOOL PUNE Page 16 CONTINUE…………………………………. Godrej‗s clientele is impressive including institutions, such as BARC, ISRO, Indian Air Force, Navy, HAL, Indian Parliament and MNCs, such as Hitachi, Reliance, Conoco Philips, Bechtel, Valero, MOOG, Ion America Lab. The group has 20% revenues from operations outside India and it aims to increase it to 30% within next 10 years. As per Adi Godrej, "For us globalization is beyond exports and imports. We have manufacturing facilities abroad in countries such as Malaysia, Vietnam, South Africa and the U.K. We will globalize in select businesses where we have the global size and competitive advantage such as Office Equipment, Hair Care and Household Insecticide. 'Godrej' is an umbrella brand for us and we have decided to invest in long term brand accretion". 3).FUNCTIONAL STRATEGY Godrej leverages its efficient processes in providing products of low cost and high quality to the customers. Godrej Soaps (parent company of GCPL) initiated Total Quality Management (TQM) by implementation of Kaizen in March 1991. At that time, many organizations embarked on ISO 9000 standard as a benchmark for quality improvements. However, it did not cover employee management and did not reduce operational costs. Godrej Soaps, having identified this issue, switched to Kaizen. By 2001-02, the success of Kaizen at Godrej Soaps was implemented across all the factories. GCPL is working to optimize its inventory levels at the distributor and retailer by switching to an inventory management system based on a Collaborative Planning, Forecasting and Replenishment (CPFaR) model instead of forecasting and push model. The system, having implemented, is expected to reduce the inventory levels by 3-4 days. In this manner, Godrej continues to emphasize the importance of dealers/suppliers in its operations. The image and Godrej brand has been instrumental in winning suppliers‗ trust. Approximately, 74% of the respondents believed that the family control has led to strong relations with the suppliers and customers, as well. Other measures of cost minimization include setting up manufacturing facilities in low tax areas, such as Baddi in Himachal Pradesh and in Assam. Godrej Soaps used the ERP solution– MFG- PRO in 1998 and then SAP to improve its distributor management process. The system integrated suppliers, distributors and customers and reduced the lead times. Godrej & Boyce implemented the balanced score card in 1998 and has achieved operational efficiencies by using it. The lock division of Godrej & Boyce commercialized the computer-coded dimple-key lock, a feat that has been achieved by a very few manufacturers worldwide. Godrej has taken advantage of its efficient processes by offering consumer products specific to medium-income to low-income segments (though it also targets premium segment). It offers a range of products, with most of the products sold for the common mass. However, it has not been able to successfully target premium class and has been able to attract the medium and low
  • 17. IIEBM INDUS BUSINESS SCHOOL PUNE Page 17 CONTINUE…………………….. income groups. Godrej No 1 is the largest selling toilet soap in the country. The percentage share of revenue from Soaps segment has reduced as GCPL is focusing more on hair color and toiletries market in India. This segment is high growth segment having low penetration markets in India fetching high margin to Godrej. GCPL is focusing on mass market for selling hair color products. It launched ―Godrej Fashion Hair Colour‖ in sachets of different hair colors costing Rs 10
  • 18. IIEBM INDUS BUSINESS SCHOOL PUNE Page 18 KEY STENGTH ESTABLISH BRAND NAME • Godrej brand commands instant recall among people • Godrej name associated with trustet, quality and reliability • leadership position in many product / business Diversified business model • Presence in multiple business segments provides a hedge against adverse developments in any particular industry • presence in business at different point of evolution Ability to identify new business opportunities  Has incubated and promoted emerging businesses such as real estate, rural retail and pest management  Joint ventures and strategic alliances with market leaders  Value creation by action as early stage strategic investor in companies outside the group Widespread selling and distribution network  Has a widespread selling and distribution network across India for its various businesses  Leverage this network to penetrate target markets, optimize sales and revenue and launch new business and product Experienced Management Team  Mr. AB Godrej (chairman) and Mr. NB Godrej (MD) are instrumental in the growth of GIL over the year. Both have sound academic and technical qualifications along with strong entrepreneurial orientation.
  • 19. IIEBM INDUS BUSINESS SCHOOL PUNE Page 19 ORGANISATION STRUCTURE
  • 20. IIEBM INDUS BUSINESS SCHOOL PUNE Page 20 OVERVIEW OF THE GODREJ GROUP An average Indian starts the day with the use of Godrej soaps and Godrej shaving cream in the morning, picks up clothes from a Godrej Almirah, sits on Godrej furniture in the office, drinks coffee from the Godrej vending machines., eats Godrej food products, uses Godrej fax/conferencing equipment for communication, puts money in Godrej safe, plugs Good Night and goes to sleep at the end of the day. A recent estimate suggested that 400 million people across India use at least one Godrej product every day. Godrej Group today is one of the largest diversified industrial corporations in India. It stands in a strong position today, with annual sales in excess of US$ 1.7 billion, a workforce of approximately 20,000, and a strong diversified portfolio. The saga of the success of Godrej group is a story which runs into about four generations. From the humble beginning driven by honesty, integrity and outstanding service to customers now Godrej is a huge empire, which has come all the way as being know as a lock making company for over more than 100 years ago and is an epitome for success. This endeavor began in the last century with Ardeshir Godrej starting at the grass roots level with the manufacture of locks. After mastering the technology thoroughly he decided to manufacture locks, which could compete with locks imported from foreign countries. From then on there has been no looking back. He along with his younger brother Pirojsha went on to make security equipments of a high quality. They kicked off Godrej & Boyce and successfully began the manufacture of toilet soaps from vegetable oils. Ardeshir moved from locks, safes, soaps to biscuits and confectionery and canning and processing and Pirojsha focused on growing businesses. They further diversified into cupboards and furniture. The next generation was dominated by Naval who forayed into ventures like typewriters and refrigerators. The third generation led by Jamshyd, took on the challenge as managing director of Godrej & Boyce and is carrying on its business. Exhibit 1 details the key milestones in the history of Godrej in the last
  • 21. IIEBM INDUS BUSINESS SCHOOL PUNE Page 21 GODREJ GROUP COMPANIES Godrej & Boyce Mfg. Co. Ltd. (G&B) is the flagship company of the group which has all other companies in the group as its subsidiaries and affiliates. G&B internally has three major verticals, Consumer product division – manufacturing appliances, locks, furniture, security equipment Industrial product division – storage solutions, material handling equipment, electrical and electronic products Office automation division – printers, typewriters, fax, copiers, conferencing solutions G&B is chaired by Jamshyd N Godrej, cousin of Adi B Godrej, Chairman of the Godrej Group. The company has several subsidiaries in which it has the majority stake. Some of them (with G&B‗s stakes shown in brackets) are GODREJ INDUSTRIES LTD. (64%) - Industrial Chemicals like Fatty Acids, Glycerine, Fatty Alcohol, Alpha Olefin Sulphonates, Estate Management, Medical Diagnostics and Edible Oils GODREJ COMMODITIES LTD. (71%) - Bulk Trading in Vegetable Oils GODREJ INFOTECH LTD. (52%) - Infotech Services and Software Development GODREJ (MALAYSIA) SDN. BHD., Malaysia (83%) - Steel Furniture and Equipment GODREJ (SINGAPORE) PTE. LTD., Singapore (59%) - Steel Furniture and Equipment Of the Godrej empire, the wholly-owned Godrej & Boyce is a holding company, and in the two publicly listed companies — Godrej Industries and Godrej Consumer Products — promoters hold 88.4% and 68.2%, respectively. Godrej Industries Ltd has several subsidiaries, joint ventures, associates and equity investments some of which in turn have strategic holdings in their acquired subsidiaries. The subsidiaries of Godrej Industries Ltd are Godrej Agrovet – Focuses on Agri sector and animal feeds. Holds two subsidiaries Goldmohur Foods and Feeds Limited and Golden Feed Products Limited through strategic tie-ups and acquisitions Godrej Properties – Real estate and property development. Owns Godrej Holiday, Godrej Waterside Properties and Godrej Realty Ensemble Holdings and Finance – Earlier a subsidiary of Godrej Agrovet and now 100% subsidiary of Godrej Industries Godrej International - Distributing Godrej FMCG products in the Middle East through Godrej Global Mid East FZE Godrej Global Solutions – Global BPO solutions and services company and owns Godrej Global Solutions (Cyprus) Godrej Hershey Foods & Beverages – core business of Confectionery and Beverages through combined holding with Hershey Company Godrej HiCare – Pest Management Company
  • 22. IIEBM INDUS BUSINESS SCHOOL PUNE Page 22 CONTINUE…………………………………. Godrej Industries also has Joint ventures in Godrej Sara Lee - a joint venture company between the Godrej Group and Sara Lee Corporation, USA. It is the world's largest manufacturers of home insecticides with well known brands like Good Night, Jet, Hit and Banish, which have become generic with mosquito repellants today CBay Systems - Godrej has also allied with CBay to create a medical transcription production center Godrej Industries also holds equity investments in Godrej Consumer Products Limited (GCPL). GCPL is a major player in the Indian FMCG industry with a presence in toilet soaps, hair color, liquid detergents and other toiletries. Apart from subsidiaries and equity investments, Godrej Industries also has a number of associate companies in Swadeshi Detergent, Godrej Upstream, Compass connection, Personalitree Academy, Creamline dairy, Creamline nutrients and Polychem Hygiene Lab. Exhibit 2 (Chart 2) gives a detailed structure of the family holdings of Godrej group among all its subsidiaries and joint ventures.
  • 23. IIEBM INDUS BUSINESS SCHOOL PUNE Page 23 COMPETITION Godrej group‗s response to competition has been mixed –from being highly proactive to being lethargic to change. As a result it is now a laggard in several fields where it was the leader a decade and a half back. A glaring example of this is in the refrigerator industry. It was the clear leader in this field before the Korean giants LG and Samsung moved in. Currently it has been pushed to the third spot, although it is still the No.1 in terms of brand recognition and image. This clearly shows the inability of the Godrej management to capitalize on the excellent brand image. However the growth story has been impressive in the Consumers Product sphere. Godrej Consumer Products Ltd (GCPL) has adopted a two pronged strategy for rapid growth – diversifying risks and tapping new markets. This strategy has helped the company achieve higher than industry growth rates. The entry of ITC in the personal care segment is a major change in this segment. It will be a real test of GCPL‗s strategies. Godrej Sara Lee used product differentiation to maintain its competitive advantage. Also, focus on technologies, such as Business to Employee (B2E) and investment in Knowledge management tools will help it face industry challenge better. Also the acquisition of Sara Lee‗s business in India will help Godrej efficiently manage its portfolio in South Asia and have access to the Godrej distribution network. A few of the competitors are mentioned below. Godrej Consumer Products Ltd. (GCPL) is a major player in the Indian FMCG market and faces competition from Hindustan Unilever Ltd, Reckitt Benckiser and P&G Godrej Infotech Ltd. is in the business of software Development, e-solutions Development, ERP Implementation, Customisation & ERP Consulting Services, Database Outsourcing & Consultancy services and shares the market with big players like Oracle, SAP and several other smaller players like Artech Godrej & Boyce Mfg. Co. Ltd has various products like Electrical appliances (Refrigerators, Washing Machines, Air Conditioners, Microwaves and DVD players) where it faces competition from foreign majors like LG, Whirlpool, and Samsung Locks and Safes where it mostly faces smaller local players Office Automation – with 70% market share in office typewriters and a significant presence in distribution of fax machines and conferencing equipment in India
  • 24. IIEBM INDUS BUSINESS SCHOOL PUNE Page 24 FAMILY BUSINESS MODEL The Godrej family holds a majority shareholding (ranging from 50% to 100%) in most of its companies. The role of the family members have been more of a trusteeship one in growing the business and the group has never experienced a single split, in its 100-year old history. The group‗s senior management consists mostly of the family members, predominantly from the third generation of the family. The fourth generation has just commenced entry into the business. The young generation of the family has to join at the lowest executive levels like any other executive and be trained and found good before climbing up the corporate hierarchy. There seems to be a strong and systematic succession plan in place and the younger generation of the family is groomed under the guidance of the senior family members and outside professionals. Post Liberalization of the Indian Economy, Godrej realized that following strong corporate governance practices would provide impetus for long term growth and stability. It led it to move from a family-owned family managed organization to family-owned professionally managed organization. The group companies now are more like Strategic Business Units (SBUs), chaired by the family members. However, it is mainly on paper, and each company is given a lot of independence. The CEO of the companies have maximum freedom to devise the strategy of the company, though, there is a consultation both at the family and business levels. The companies have defined evaluation criteria in place and profit estimation is based on EVA practice. This model of governance seems to have worked well for Godrej as is evident from the steady growth in the recent years after the economy has been opened up.
  • 25. IIEBM INDUS BUSINESS SCHOOL PUNE Page 25 ORGANIZATION STRUCTURE FRAMEWORK – BEST FIT An organization as huge and as diverse as Godrej cannot be accurately fit to any theoretical models of organization structure, owing to the very dynamic nature of the group and its companies. However from the limited information that is available in the public domain on this topic, it has been observed that ―Product Team Structure‖ can be a very close approximation in the case of Godrej group. Product team structure is a cross between the product division structure, in which the support functions are centralized, and the multidivisional structure, in which each division has its own support functions. In the case of Godrej, few support functions like Recruitment and Business Development happen in a centralized manner whereas each group also has specific support functions like Finance, Operations and Marketing. A product team structure is more decentralized than a functional structure or a product division structure, and specialists in the various product teams are permitted to make onthe spot decisions. Godrej‗s divisionalisation and decentralization efforts were targeted at achieving this goal by delegating decision making authority to managers at the grassroots levels. The figure below depicts the product team structure fit of Godrej structure. Corporate Unit in the structure has some special functions, such as diversification planning, hiring at the group level, budget allocation to the companies. Subsidiaries A, B are sample subsidiaries of Godrej Industries Limited.
  • 26. IIEBM INDUS BUSINESS SCHOOL PUNE Page 26 HR PRACTICES The family control has led to greater employee care and employee-friendly work practices at Godrej (74% of the respondents favored). HR practices followed in Godrej are considered amongst the best in the industry because of which they have been ranked amongst the Top 20 in the 'Great Places to Work' in a study conducted by the Grow Talent Company in partnership with the Great Places to Work Institute, Inc, USA and Business World. Godrej was also honoured with the Best Managed Workforce Award from Hewitt Associated-CNBC-TV18. People Practices at Godrej are guided by six strong, well defined principles: 1. Strong values which have helped in setting high standards of ethics at work place. They form the key principles of behaviour and belongingness which form the core of any culture that prevails in a company. There is no compromise of any kind on this front come what may. Every employee joining the company has to sign a code of conduct which helps in creating awareness about the rules and regulations that are to be abided by in day to day work. They believe in the policy that ―economic success goes hand in hand with ethical responsibility‖. Approximately, 66%/24% of the respondents rated Godrej having excellent/good ethical practices, respectively. 2. Providing employees a wide scope and platform to perform. The diverse portfolio of products and verticals provide the employees with an opportunity to work across businesses and functions within the company giving them a great deal of exposure in the business. People are trained to perform multiple tasks and leaders are developed internally (75% of the respondents favoured). 3. Speed and flexibility in decision making empowering people on the job – A conducive environment to grow faster, thrive better and succeed together. This has motivated employees to perform better and deliver faster (63% of the respondents favoured). 4. Freedom and autonomy at work and freedom to promptly recognize and reward performance. A powerful tool that motivates people to give their best is to link a substantial part of their compensation to a robust financial measure like Economic Value Added. This incites them to outperform their expectations as long as they are within the value standards. 5. A specialized ambience at work to thrive. A very competitive work force, professionally managed entity recruiting talent from top B-schools building professional leaders. Three pronged strategy followed a. Set stretch goals b. Help achieve them by providing development inputs and coaching c. Recognize achievement through rewards 6. Creating an organization that advocates learning amongst its employees. Feedback from employees is taken in multiple ways to get an idea about the kind of perception. Know Your Consumer Programs, internal customer satisfaction surveys, Voice-ofthe-Employee Program and 360 degree feedback programs are some of them. Employees have the flexibility to draft their
  • 27. IIEBM INDUS BUSINESS SCHOOL PUNE Page 27 COUNTINUE……………………… own development plans and take them forward after consulting with the seniors. It has defined performance tools The group has defined performance tools and processes, which reward top performers disproportionately and identify weak performers. It offers performance-based variable remuneration, which is dependent on EVA of the group. This is essentially a policy of participative management, which instils a sense of responsibility, accountability and also the ability to take calculated risk in the interest of the organization, in the employees. The group gives adequate support to the employees‗ ideas and say in the functioning of the organization. Approximately, 67% of the respondents rated Godrej, good and above, in terms of, support by senior management to the ideas of the employees. However, strategic decision making lies with the senior management (39% favoured), who get adequate support by the family (28% favoured) and involves middle-level managers as well. The learning culture at Godrej is based on a conservative, innovative and risk-free approach. This can be interpreted, to an extent, as due to the influence of strong initial family control, which defined the boundaries for the employees. Approximately, 42% of the respondents favoured it as conservative and 37% as innovative and minimal support to the risk taking approach. The group has well defined formal training procedures, with a focus on on-the-job training. It also has continuous training programs to hone the competencies and skills of the employees, for instance, through the concept of "GOLD" - the Godrej Organization for Learning and Development. It helps employees acquire new skills as well as hone existing skills and strengths. The talent management process at Godrej identifies talented and passionate people from diverse backgrounds, take them on board and later help them shape their careers. GCPL has an employee development programme – IDLE (Internal Development of Leaders) through which it provides MBA education to its talented employees through a tie-up with Symbiosis. The attrition issue at Godrej has increased in the last few years, due to more opportunities and desire for higher education. Godrej has taken measures, such as funding the higher education of the employees to contain the attrition rate to an extent. Godrej has taken various initiatives for care of its employee and their families. It was one of the early adopters of employee welfare schemes, such as holiday benefit, provident fund, bonus, gratuity and medical and food facilities. Some of the other steps include the following: Listening, Sharing, Inspiring Employees by using various channels to ensure there is ample communication across and within teams and the hierarchy. Chairman‗s Tea, voice of the employee and induction programs are some of them. Enlightened Employment Policies encompass strict code of conduct, such as nondiscrimination and whistle blowing and adherence
  • 28. IIEBM INDUS BUSINESS SCHOOL PUNE Page 28 CONTINUE…………………………………………. to safety, health and environment standards. Balancing Work & Life by flexi - time working wherever operationally possible, company buses at regular intervals too help reduce commuting stress Godrej was steeped in traditional values because of the nature of family business. The result was that the organization was conservative. The group could not avoid bureaucracy due to presence of family members at the power centers (as board members or at the senior management). Approximately, 49% of the respondents believed the organization to be bureaucratic. Ironically, this goes against the believed perception of family-run businesses as having lesser bureaucracy. Perhaps, it is the scale of Godrej group‗s operations, which is responsible for bureaucratic culture. Therefore, even though the family orientated work culture has been fairly successful in winning loyalty and trust of employees, there has been instances of conflicts between family and employees. There are two specific instances to quote, which occurred in 1972 and 1979, when due to aggressive clashes between labour and the family, Naval Godrej and his daughter-in-law and mother-in-law were stabbed. This incident eventually led to the death of Naval Godrej. Some conflicts are necessary for any organization so as to increase its effectiveness and bring some change. The birth of GCPL from Godrej Soaps Ltd., was a successful consequence of the initial conflicts, giving the shape to what Godrej Industries Limited is today. Godrej Industries Limited managed by Adi Godrej has a very dynamic and open culture and has ventured into diverse sectors. However, Godrej & Boyce continued to follow a conservative attitude and was content with moderate growth rates (of 30%) and was relegated to an also ran from market leader in many segments like appliances, home and office furniture and fast moving consumer goods. It is not sure whether this cautious approach was by design or whether it is the inertia of the pre- liberalization era that still exists in the system, but it created a lot of frustration in youngsters who were yearning for part of the action in the markets. A large part of the management trainees who joined in the nineties have quit the company.
  • 29. IIEBM INDUS BUSINESS SCHOOL PUNE Page 29 CSR PRACTICES Approximately, 90% of the respondents have rated Godrej‗s CSR practices as good and above. Family planning, health care, primary and secondary education, protecting and nurturing of environment especially mangroves, green business initiatives are amongst noteworthy contributions to the society. Some years back the entire Godrej industrial complex was declared a Non-smoking zone, an initiative well ahead of others. Some of the activities/initiatives of Godrej which fall under this heading of CSR are as follows: Udayachal Schools: Providing Quality Care and Education – It symbolises the schools‗ ideal - to help students from even the humblest origins to rise to the heights of a fulfilled life. Today, so many parents are thankful that due to this scheme they have been able to provide so much more towards their children‗s future. Long term employment for the visually disabled – The activity of hardware packet making for chairs has been outsourced to National Association for Disabled Enterprises (NADE) for the last several years. The objective of this decision was to ensure continued occupation for the visually disabled. The employment to the visually and physically disabled people has also gone up from employing seven persons then to approximately 18 people now. Godrej Memorial Hospital: Striving to strike the right balance – The objective of the hospitals was to create a balance between the philanthropic hospitals and the private hospitals in the city. For the same purpose, an alternate business model was created which would emulate philanthropic hospitals but have high quality healthcare services at an affordable cost in a rational and ethical manner. This model was adopted with the belief that a wholly philanthropic model would not be sustainable and would grow only in a very limited sense. Managing effluents and waste water – Effluent Treatment, Sewage Treatment and Rainwater harvesting are some of the initiatives taken up by the company on this front. The Heroes Project – HIV/AIDS campaign – The project is coordinated by Richard Gere and Parmeshwar Godrej and aims to increase the awareness of HIV/AIDS through media and campaigns. Godrej Dance Academy – preserves the Indian culture by teaching classical Indian dances
  • 30. IIEBM INDUS BUSINESS SCHOOL PUNE Page 30 CREATIVITY Instances of innovation have been few and far that Godrej has never been identified with innovative practices. Kaizen has attempted to change that mindset but it has primarily been aiming at improving existing processes rather than innovation. In fact, Kaizen was implemented in a very traditional manner and could not attract employees‗ interest. The strict adherence to rules and meetings created psychological pressure losing interest of some of the employees. Godrej had been very slow in adapting to the uncertainty in the market owing to the mechanistic nature of the organization and it clearly shows in the market share of its various traditional businesses when compared with the leadership position earlier it used to command. Approximately, 66% of the respondents rated Godrej as average and below it in terms of innovativeness. The focus on innovativeness is more in GIL as compared to Godrej & Boyce. GIL introduced the concept of ‗blue‗ and ‗red‗ team, which worked independently to formulate Godrej‗s future strategies. The results of their exercise had to be evaluated by a ‗plum‗ team, comprising the top management. It was an innovative concept empowering the employees and providing good quality of work. In fact, they also invited management guru, Prof. C.K. Prahalad, for addressing the teams and guiding them on the approach they could follow. The results of this exercise are awaited and it would be difficult to comment at this time.
  • 31. IIEBM INDUS BUSINESS SCHOOL PUNE Page 31 KEY STRENGTH OF GODREJ GROUP We believe that the core strength of the Godrej Group is its value system put in place by the founders and has been nurtured all along. The strong relationships with stakeholders – suppliers, dealers, employees, customers, have established Godrej brand in the market and increased loyalty. Some other factors nurtured on the values are as follows:  Brand name – very loyal customer base, brand associated with durability and quality (especially due to the products like steel cupboards, locks, steel furniture, safes)  National presence – The group has been able to establish itself in virtually every district of India through a network of dealers, distributors and branches reducing marketing costs tremendously. The trade is nurtured meticulously using a multi-tier approach (local/regional/national contact). The trade partnership sometimes runs into the second generation also  People – most valuable asset  Relationships – nurtured with dealers and suppliers – drives down traditional marketing costs  Financial strength – ability to take up large projects through internal funding  Resources – land, machinery, technology, competent management teams, social goodwill
  • 32. IIEBM INDUS BUSINESS SCHOOL PUNE Page 32 SOME OBSERVATIONS  The family control has ensured that the vision and values of the founders are adhered to by all the Godrej group of companies. This has set clear goals and objectives for the employees giving a direction to the growth in interest of family vision and values. As the group companies have common objectives in the interest of the group, it has reduced agency costs giving it an advantage over its competitors. The family influence has enabled the group companies to survive and grow even during adverse external conditions. It is believed that family-run businesses less respond to economic cycles and have lower cost of capital.  A resources based analysis of the Godrej group indicates that it is extremely rich in resources of different types – tangible resources, such as manpower, machinery, technological expertise, land, and intangible resources, such as brand, customer and supplier loyalty and acquired knowledge. This is due to the scale of operations of Godrej, and has increased complexity with time. Some of the long-term goals include investment in quality, infrastructure and enduring relationship with the employees. Godrej also has had a typically higher duration of tenure of the family members. This has helped them invest in long term benefits and also invest in next generation leaders.  The decision-making in a family-run business can also have emotional implications based on the relationships between family members controlling the organizations. The success of such organizations depends upon the behavior of family members. Many a times, conflict within the family members, may lead to the downfall of the companies, though sometimes the companies have emerged stronger as well. Nevertheless, it is always accompanied from resentment of the employees. With some of the divisions, such as appliances division, which are still facing the losses due to relaxed attitude of the Godrej, the group might have problems deciding the fate of the division. There could be a lot of exit barriers that prevail like the family culture and control, goodwill in the market social and psychological barriers, such as emotional attachments of family members.  There should be proper succession plan in place in family-run businesses, so as to maintain the family control. This requires producing competent leaders capable of continuing the growth of groups. Godrej has been following a succession plan wherein the younger generation of the family are groomed under the guidance of the senior family members and outside professionals. This is important to ensure that there is no crisis for power between professionals and family members and only competent people reach the helm. In many families, for instance in Reliance, the family members did their
  • 33. IIEBM INDUS BUSINESS SCHOOL PUNE Page 33 COUNTINUE……………………………………… higher education from premier institutions of the world, such as Kellogg‗s (Mukesh and Anil), which provided them a higher pedestal in the hierarchical structure of their family business.
  • 34. IIEBM INDUS BUSINESS SCHOOL PUNE Page 34
  • 35. IIEBM INDUS BUSINESS SCHOOL PUNE Page 35 SOME PRODUCTS OF GODREJ…………………………. Appliances- Locks + Furniture Security equipment
  • 36. IIEBM INDUS BUSINESS SCHOOL PUNE Page 36 Office automation Confrencing Sloution
  • 37. IIEBM INDUS BUSINESS SCHOOL PUNE Page 37 ORGANIZATIONAL CULTURE The influence of family-controlled business can be seen on the organizational culture. The mission and vision statements are clearly defined for the group companies and the family and the senior management adheres to it.  Vision: Godrej in Every Home and Workplace  Mission: Enriching Quality of Life Everyday Everywhere  Values: Integrity, Trust, To Serve Respect, Environment About 85% of the respondents rated Godrej above average and above in terms of adherence to the mission and vision statements. However, 43% of the respondents believed that family control has reduced dynamism to an extent and that Godrej has not utilized its resources and assets fully. Godrej‗s recent foray as Godrej Properties is a step towards capitalizing its vast land assets.
  • 38. IIEBM INDUS BUSINESS SCHOOL PUNE Page 38 STRUCTURAL CHANGE POST LIBERALIZATION Godrej has since 1990 deliberately undertaken a process of self-improvement. The main problem faced by the group in 1991 was that it was getting too bureaucratic with slow pace, getting bogged down in routine matters, too many slow-moving products and a reluctance to do away with old practices. The key to break this shackle, Godrej realized is that to make everybody accountable and responsive. Godrej went all out into incorporating corporate governance in all its subsidiaries and group companies (both listed and unlisted). Each group company had a CEO or a President (not necessarily from the family). Full freedom was given to these leaders to devise strategy for the companies and lead Godrej in the liberalized and open economy. However the board of each company still has some family members to oversee the working of the top management and the company and there is consultation at both family and business levels on critical issues. This change led to the concept of divisionalization with each division as a profit centre, decentralization of decision-making and empowerment of managers at the grassroots level, and Quality the watchword. There was a realization on the part of Godrej that for all their successes in the past, they still fell short of a world class organization and they had to make up for it. Along with implementing innovative techniques like TQM for technology, product and process improvement there was a compelling need to ensure that a balance was maintained between new ideas and enduring wisdom gathered through the century old experiences, especially on the human side by preserving the traditional bonds of trust which the owner-top management had always enjoyed with employees at all levels.
  • 39. IIEBM INDUS BUSINESS SCHOOL PUNE Page 39 KEY SUCCESS FACTORS – FAMILY BUSINESS MODEL TRUST HELPS IN REDUCING COSTS AND ATTRITION Trust can be a source of significant competitive advantage to a family business. It has been found out that 'trust' lowers transaction costs, corruption, and bureaucracy. It also serves as a strong retention factor hence reducing attrition in the organization. SMALL, NIMBLE, AND QUICK TO REACT By virtue of the fact that there are fewer decision-making gates to deal with, family businesses, both small and large, tend to be quick to react to threats as well as opportunities. Very often, the survival of the family depends on the survival of the business. This results in sharp and decisive action in the face of threats that could be potentially fatal for the business. GODREJ CONTEXT Godrej has survived in the open economy, when most other local businesses have closed down, primarily because they never allowed majority ownership to any of their foreign partner. It is a closely held family group and neither the Indian financial institutions nor the Foreign Institutional investors hold any share of its company. The downside of this model seems to be that such close holding by the promoters might affect expansion of the company. For instance, in 1974 when Jamshyd Godrej joined the company, Godrej and Boyce was a much bigger company than even Larsen & Toubro. Today, L&T is much bigger. However, Godrej relies on building well known brands continuing to expand in its own way and not let the majority stake to be ever diluted. The family fully owns the parent company Godrej & Boyce which in turn has majority stake in other group companies to ensure that there is no threat from any quarter.
  • 40. IIEBM INDUS BUSINESS SCHOOL PUNE Page 40 CONTINUE………………………. FMCG firm Godrej Consumer Products Ltd (GCPL) is targeting 10% market share in the hand wash and hand sanitisers segment in the next three years with its Protekt range. The company also plans to extend the Protekt brand to other categories of the health and wellness market.
  • 41. IIEBM INDUS BUSINESS SCHOOL PUNE Page 41 PERSONL CARE PRODUCT • Built on the high-energy proposition of ‗alive is awesome‘, it inspires you to step out of the stale and embrace the fresh, the new • With premium international fragrances and innovative designs, it is undoubtedly one of the most refreshing grooming experiences across soaps, deodorants, talcs and shower gels • Introduces a range of female deodorants • Launches Cinthol Deostick – 3x longer lasting than ordinary deodorant sprays and gentle on skin • Online campaign #AliveIsOffline, wins at the Effies 2015 for ‗Best Digital Campaign‘ • Ranks #17 in Personal Care in the Economic Times – Brand Equity Most Trusted Brands Survey 2015
  • 42. IIEBM INDUS BUSINESS SCHOOL PUNE Page 42 OUR NEW HEALTH AND WELLNESS PLATFORM • Delightful, differentiated and efficacious range of products across the health, wellness and personal protection platforms • Range comprises three hand washes, a hand sanitiser and a personal mosquito repellent spray – including India‘s first instant foam hand wash and alcohol-free sanitiser with 8-hour germ protection • Naturally derived ingredients and unique design-led and recyclable packaging
  • 43. IIEBM INDUS BUSINESS SCHOOL PUNE Page 43 HAIR CARE PRODUCT India‘s largest selling hair colour, used by over 40 million consumers • Innovative solutions include crème hair colour in a sachet and powder hair colour with a unique gel technology, at unbelievably democratised prices • Launches a multi-application pack of Godrej Expert Rich Crème, a value offering for frequent users • Hosts successful integrated marketing campaigns, extensive engagement with salons, barber training, innovative approaches to media and communication • Ranks #15 in Personal Care in the Economic Times – Brand Equity Most Trusted Brands Survey 2015
  • 44. IIEBM INDUS BUSINESS SCHOOL PUNE Page 44 PERSONAL CARE Leading Grade 1 quality soap in India (simply put: more soap in each soap) • Offers you ‗Nature‘s way to beauty‘ with carefully chosen ingredients to make your skin naturally beautiful • Extends into value-added soaps – launches Godrej No.1 Glycerin & Honey soap • Ranks #13 in Personal Care in the Economic Times – Brand Equity Most Trusted Brands Survey 2015
  • 45. IIEBM INDUS BUSINESS SCHOOL PUNE Page 45 BUILDING THE NEXT EMERGING MARKETS FMCG LEADER We want to build GCPL into an emerging markets FMCG leader. Our strategy is to drive growth in the categories where we are leaders and have a competitive advantage. We follow a 3 by 3 approach to international expansion - a focus on 3 categories (home care, hair care, personal care in 3 geographies (Asia, Africa, Latin America). Our footprint now extends to a variety of geographies outside India, where we hold leading market positions. Our operating model is quite unique and centered on values based partnering. Unlike traditional multi-nationals, we have a multi-local model, where operational accountability and P&L ownership rests with local country teams. This helps sustain the entrepreneurial spirit that has made these companies successful. At the same time, it offers benefits of strong processes and scale that Godrej brings. Our focus on innovation allows us to not just build on our core categories, but also find new, emerging footholds in adjacencies and thereby broaden our portfolio and drive additional sales. So, we are ramping up our innovation pipeline and investing significantly in technology and Research & Development. Today, almost 40 per cent of our incremental growth in India is being driven by our new product launches. In fact, GCPL was ranked number 26 on Forbes‘ list of The World‘s 100 Most Innovative Growth Companies 2016. We absolutely believe in the importance of diversity at Godrej. We are very fortunate to draw from a strong legacy of trust, integrity and respect for others. Becoming more inclusive has, in many ways, made us who we are today. As we grow in scale, we are navigating different geographies, cultures and brands. So, diversity is an increasingly important part of our multi- local business strategy. We also take much pride in creating a supportive work environment and offering great career opportunities across our teams. In India, we were ranked the number 1 FMCG company to work for by the Great Place to Work Institute. We are now extending this commitment to shaping culture and values and developing local talent, to our other geographies.
  • 46. IIEBM INDUS BUSINESS SCHOOL PUNE Page 46 BEING A “GOOD” COMPANY For us, it has always been most important that besides our strong financial performance and innovative, muchloved products, we remain a ‗good‘ company. 24 per cent of our holding company is held in a trust. This invests in the environment, health and education. As part of our Vision 2020, we are bringing together our passion and purpose through our Good & Green approach of ‗shared value‘ to create a more inclusive and greener India. We have always actively championed social responsibility. We are deeply committed to driving the social progress of the communities that our businesses operate in. Building a presence in emerging markets ties in very closely with this commitment. It is absolutely our responsibility to drive a much stronger focus on doing good. We must co-create an approach to drive longer-term inclusive and sustainable growth in these markets. There are different ways in which we can do this. Take malaria for example. 214 million new cases of malaria were reported worldwide, in 2015. 4,38,000 people died from malaria. 70 per cent of them were children under the age of 5. 95 per cent of our population in India resides in malaria prone areas. In rural areas in particular, the penetration of household insecticides is very low. 83 per cent don‘t use household insecticide products. This is because the options available are usually either expensive or require electricity. A few years ago, we created Good knight Fast Card, a revolutionary paper-based mosquito repellent at one rupee, for the Indian market. Our idea was to launch a product that would break the price barrier, work instantly and not require electricity. We leveraged the idea of this format from our Indonesia business and substantially modified the product for the Indian market. Fast Card has been a runaway success. It became a 100 crore rupee brand in less than a year, which was a landmark for an FMCG product. We want to make similar great quality solutions available at more affordable prices, across other emerging markets.
  • 47. IIEBM INDUS BUSINESS SCHOOL PUNE Page 47 CONTINUE……………………………. Environmental sustainability is another big area of focus. As a Group, by 2020, in India, we want to achieve zero waste to landfill, carbon neutrality and positive water balance. We also want to reduce our specific energy consumption and increase the proportion of renewable energy resources. In line with this, we have introduced different sustainable manufacturing and supply chain practices. This has resulted in significant improvements in energy and water consumption, carbon footprint, waste generation and renewable energy. Our global strategic sourcing efforts have also contributed significantly to our bottom-line. We are working closely with our team members and partners in different geographies to find ways to ramp up these efforts. Einstein once said, ―No problem can be solved from the same level of awareness that created it‖. That holds very true for us, as we take a step back to reimagine our role and purpose, beyond business. Many global companies, including ours, have adopted a ‗shared value‘ approach to business growth and innovation. Shared value is different from social responsibility or philanthropy. The idea is to link business success with social progress. To find ways to create business value that also creates social value. Our attempt is to use this framework as we explore the tremendous opportunity and responsibility we have, to address the biggest social and economic problems of our times.
  • 48. IIEBM INDUS BUSINESS SCHOOL PUNE Page 48 LOOKING A HEAD We are relentlessly focusing on our strategy and investing strategically in creating new growth vectors for the future. At the same time, we are driving our core to full potential, ensuring execution excellence and building on our agile and high performance culture. We believe that this is what differentiates and allows us to delight our millions of consumers globally with superior quality, world-class products at affordable prices. I would like to take this opportunity to acknowledge the many contributions, dedication and commitment of all our team members, which makes our company so successful. My deep appreciation to all our business partners, vendors and other business associates, for all their contributions. To the various central and state government authorities, many thanks for all the support that they continue to extend. Finally, a special thank you to all our stakeholders for their interest, faith and encouragement through the years. We look forward to your continued support in the years ahead.
  • 49. IIEBM INDUS BUSINESS SCHOOL PUNE Page 49 BOARD OF DIRECTOR
  • 50. IIEBM INDUS BUSINESS SCHOOL PUNE Page 50 Continue…………………………………
  • 51. IIEBM INDUS BUSINESS SCHOOL PUNE Page 51 Godrej Memorial Trust – a charitable trust established in year 1984, conducts a clinic for the impoverished, at Okhla, New Delhi. Godrej Memorial Hospital, was commissioned in September 2004 with the purpose of providing Quality Health care Services at affordable cost. Facilities The Out patient department comprises of various specialty and super-specialty areas - General Medicine, Paediatrics, Surgery, Orthopedics, ENT, Ophthalmology, Dermatology, Cardiology, Urology, Nephrology, Psychiatry, Dentistry, Gynecology & Obstetrics, Physiotherapy, etc. Other facilities are Adult and New born Intensive care units, Operation theaters, Endoscopy center, Dialysis, Maternity rooms, Diet & Nutrition, etc. Features • Free Emergency (Cardiac / Accident ) Ambulance service within the suburb • Casualty services - Round the clock
  • 52. IIEBM INDUS BUSINESS SCHOOL PUNE Page 52 Continue……………………………………….. • Diagnostics – Day & Night • No advance deposits (for Admission) • Home Health Service • Free surgeries for (BPL families) children born with deformities of the mouth and lips( Cleft lip and palate). • Free Anti Retro-viral Treatment (ART) Center for people living with HIV and AIDS. • Multiplace Hyperbaric Oxygen Treatment Center. Godrej Memorial Hospital aims to be a center of Medical excellence by achieving high standards of medical services and human compassion.
  • 53. IIEBM INDUS BUSINESS SCHOOL PUNE Page 53 PRODUCT OF GODREJ AS IN PIE CHART
  • 54. IIEBM INDUS BUSINESS SCHOOL PUNE Page 54 BIBLOGRAPHY 1. www.Timesofindia.inditime.com 2. www.Economictime.indiatime.com 3. www.godrejindustry.com 4. www.godrejproperty.com 5. www.scribed.com
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