2. Background And History
❑ In early 1960s unemployment in Kannur, Kerala was at its peak due to
the sudden closure of the big beedi manufacturing factories namely,
Bharat Beedi, Ganesh Beedi and P.V.S beedi.
❑ The working conditions in the factories were not ideal and the workers
rights were exploited.
❑ To tackle the above problems Kerala Dinesh beedi was started in the
year 1969, initially with 2500 shareholders, Kerala governments funding
and luck.
3. Why beedi?
Beedi-/ˈbiːdiː/ - A cheap hand rolled cigarette that is widely consumed among the lower
strata of the working class in India.
❑ Skilled workers in the region.
❑ The job requires no tools other than a lap tray and a pair of scissors.
❑ Easy availability of tobacco in the region.
❑ Market for the product i.e. beedi.
4. KDBWCCS: Workers Paradise
❑ Job security.
❑ Good working conditions.
❑ Introduction of piece-rate system of wages.
❑ Maternity leaves for women workers.
❑ Welfare schemes for employees such as :-
❖ welfare cum pension scheme.
❖ Festival advance.
❖ Medical allowance.
❑ Improved wage structure :-
❖ Sunday wages.
❖ Holiday and annual leave wages.
❖ Apart from wages a percentage of DA on wages was given to worker member.
5. The rise
❖ Very few market competition
due to shut down of Bharat
Beedi, Ganesh Beedi, P.V.S
Beedi.
❖ Dedicated Management.
❖ Fast expansion in Kerala, parts
of Tamilnadu and Karnataka.
❖ Exports.
The fall
From the early 1990s the annual
Growth rate of KDBWCCS started
decreasing due to.
❖Increase health awareness in
people.
❖Banning tobacco promotion.
❖Smoking ban in public places.
❖Beedi was considered inferior
product.
❖The workers not receiving wages
and benefits as per the rules.
And the rise
To overcome the downfall
KDBWCCS devised conglomerate
strategy to diversify their product
range to provide employment to
the members in their new ventures.
❖ Dinesh Food,1997
❖ Dinesh Information Technologies
Systems,1997
❖ Dinesh Umbrella,2000
❖ Dinesh Auditorium,2001
❖ Dinesh Apparels,2007
❖ Café Dinesh,2015
7. ▪ Procurement of
row material is
done by
KDBWCCS
central society
in bulk.
▪ Transfer of row
material to KDB
▪ Process of row
material to final
goods.
Outbound logistics
▪ Retailer
▪ Distributer
▪ Wholesaler
▪ Final good is
reached to
customer
through
Retailers
All support Activities are facilitated by KDBWCCS
8.
9. • High quality,
reasonable Price.
• Annual turnover of
more than 80 crores.
• Highly diverse product
Mix
• No alliances.
• Only limited to
Kerala and parts of
Karnataka and
tamilnadu.
• Penetrate other state
markets.
• Anti-Tobacco
campaigns.
• Fake producers
mimicking Dinesh beedi.
• West Bengal's low-
priced beedis have
penetrating the Kerala
market.
10. Key reasons for success
❑ Dedicated management.
❑ The primary cooperative’s board of Directors are all beedi rollers, so they
know the business very well.
❑ Re-skilling the workers by providing training.
❑ Diversification.
❑ Luck.
12. Achievements
❑ the Kerala Dinesh Beedi workers' Central Co-operative Society won the
'Fair Business Practice' award from Associated Chamber of Commerce
and Industry of India, for four years in a row.
❑ ICAI Award,2015
❑ Achieved Apparel, food processing units Break even in 2016.
❑ Successfully entered into e-commerce.
