INTERNSHIP REPORT On

KERALA AYURVEDIC LTD

Submitted by ALEX V THOMAS Register Number 11YUCMA011 In partial fulfillment of the requirements for the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Of BANGALORE UNIVERSITY

DEPARTMENT OF MANAGEMENT STUDIES

ACHARYA BANGALORE B-SCHOOL 2012

DECLARATION
I Alex V Thomas, 2nd semester student of Acharya Bangalore B-School, hereby declare that the Organization Study at KERALA AURVEDIC LTD,ALUVA submitted to Bangalore University in partial fulfillment of the requirement for the award of the degree of Master of Business Administration is bonafide record of summary project undergone by me in the firm and repaired under the guidance of Mr. is the original work done by me and this has not been submitted to any other university for the award of any degree ,diploma, fellowship or any other similar title or recognition. All the data, both the primary and secondary are true to the best of my knowledge.

ALEX V THOMAS REG NO: 11YUCMA011

Place: Bangalore Date:

CERTIFICATE
This is to certify that Mr. ALEX V THOMAS , Reg. No: 11YUCMA011, a student of Master of business Administration, during the academic year 2011-2013 of this college has completed the internship training on ORGANIZATIONAL STUDY at KERALA AYURVEDIC LTD, ALUVA, under the guidance of Dr. KAMINI DHRUVA ; in partial fulfillment for the award of Master of Business Administration of Bangalore University.

His character and conduct is satisfactory during the study and we wish him all success in future endeavour.

DIRECTOR

MR. H.R VENKATESHA ABBS

ACKNOWLEDGEMENT
At this juncture, I accord our deep sense of thanks and gratitude to Faculty guide Dr . Ka mi n i Dhruva f o r h i s v a l u a b l e d i r e c t i o n s e n a b l i n g u s t o complete this project. I take this opportunity to express our heartfelt thanks to the KERALA AYURVEDIC LTD, ALUVA for giving an opportunity to do the project in their organization.

I would also like to express our sincere thanks to Ms S I NI V A R GH E E S E for his valuable guidance and help. I ex p r es s m y ul t i m a t e gr at i t ud e t o t h e God Almighty t h a t h a s b e e n instrument for enlightening us on our academic venture.

Last but not least, I take this opportunity to thank my parents who helped me in making this endeavour a success.

ALEX V THOMAS REG NO: 11YUCMA011 Place: Bangalore Date:

INTRODUCTION
An organisation is a social arrangement which pursues collective goals, controls its own performance, and has a boundary separating it from its environment. Management is interested in organization mainly from an instrumental point of view. For a company, organization is a means to an end to achieve its goals- which are to create value for its stakeholders (stockholders. employees, customers, suppliers, community). Organizational studies encompass the study of organization from multiple viewpoints methods, and levels of analysis. An organization study involves the study of the structure and functioning of its department. Organizing or organization is one of the important functions of the management. Generally, all the organizations arc different but. they have certain common features. They are group of people linked together by formal and informal relationship, in hierarchical order thai is engaged in co-operative activities and everyone has identical boundaries. So the study of people in organization is important for future manager. Whenever people interact in organizations, many factors come into play. Modern organizational studies attempt to understand and model these factors. Like all modernist social sciences, organizational studies seek to control, predict, and explain.

It is vital is

study the structure and functioning of successful organization so they will guide

directorial towards successful and profitable functioning of the swift changes in the Held of science and technology have revolutionized the organizational system. Such changes have become inevitable to achieve the basic objective of the firm.

"liitahitamSukhamDukhaniAyushafasyallitahiam. "MannagTachhaYairoktam Ayurveda saUehhyate.

i.e., the science which deals with or describes the favourable or unfavourable, happy or unhappy measures for a span of life. What is conductive or non conductive for such life span, is known as Ayurveda.

Ayurveda or Ayurvedic medicine is an ancient Hindu system of health care that is native to the

Indian subcontinent. Ayurveda is the oldest surviving complete system in the world. The wold " Ayurvcda''is a tatpurusha compound of the word derived from its ancient Sanskrit roots- 'Ayus' (life-life principle, long life) and 'Ved'(knowlcdge). Thus "Ayurveda" roughly translates as the "knowledge of life'or "knowledge of long life". It is a qualitative, holistic science of health and longevity, a philosophy and a system of healing.

The objective of Ayurveda is to establish the equilibrium when one becomes ill and and to maintain that equilibrium. There are several aspects to Ayurveda that are quite unique: its recommendation will often be different for each person regarding which food and which lifestyle they should follow in order to be completely healthy. Ayurveda sees a strong connection between the mind and body. The world health organization recognizes Ayurveda as an alternative system of medicine. Ayurvedic medicines are botanical in nature and tree from practically any after effect.

Kerala Ayurveda Ltd, pioneered the Ayurvedic medicine manufacturing company in India. It is the leading producers of Ayrvcdic Medicines in the country. Kerala Ayurveda Ltd(KAL) has come a long way since its inception in 1945. by Late VaidyanSri.K.G. Panicker.

2.1 OBJECTIVES OF THE STUDY

As a management student, it is necessary to do an organizational study know the various functions that take place in an organization. part of the course and

The primary objective of the study is aimed at creating an opporiuivty to observe, learn and analyze the objectives and vision of the Organization and the functioning of its various departments. The secondary objectives are as follows.

It would enable the student to get a practical and real life experience of various aspects concerned with the organization and helps to relate it to the conceptsand theories studied in the classroom.

It would also help the future managers face the challenges lying ahead.It is a detailed study on how the organization works infrastructurefacilities, capital requirements, technical know-how, plant and machinery, raw materials, etc.

2.2 SCOPE OF THE STUDY

Internship training will help Management graduates to know about the operations of a business concern. lt is a means for bridging the gap between theory and practice. The study entitled" An Organization study at "Kerala Ayurveda Ltd" has the following scope:1. 2.

The study attempts to understand the performance of different departments. To obtain information regarding strength, weakness. Opportunities and threats of various departments.

3. 4. 5. 6.

The working condition in the organization. To know the financial position of the company. To know the market position of the company. How theory is practically implemented in a real life situation

2.3 LIMITATIONF OF THE STUDY

1.

One

of

the

major

limitations

is

that

the

time

available

for

the

study was limited.

2.

Due to security reason all enquires were not get answered. to non availability of cost records details of cost of

3. Due

productions cannot be collected flexibility.

3.1 OIRIGIN OF AYURVEDA

The classical works on Ayurveda describe it as under: It is that knowledge of life, which deals elaborately and at length with conditions beneficial or otherwise to the humanity, and, to factors conducive to the happiness, or responsible for misery or sorrow besides indicating measures for healthful living for full span of life. Ayurveda is also considered as ' Science of life'. This probably makes it the earliest medical science having a positive concept of health to be achieved through a blending of physical, mental, social moral and spiritual welfare.

According to the ancient books of knowledge, health is considered as a prerequisite for achieving the supreme ends of life consisting of righteousness, wealth, artistic values and spiritual freedom. Preventive and curative aspects of diseases are considered as important components of the concept of positive health.

Ayurveda deals elaborately with measures of healthful living during the entire span of life and its various phases. Besides dealing with principles for maintenance of health, it has also developed a wide range of therapeutic measures to combat illness. These principles of positive health and therapeutic measures related to physical, mental, social and spiritual welfare of human beings. Thus Ayurveda became one of the oldest systems of medicine dealing with both the preventive and curative aspects of life in a most comprehensive way. Ayurveda means the Science of life. Around 1500 B.C Ayurveda's fundamental and applied principles got organized and enunciated. Aatharvaveda(onc of the four most ancient books of Indian knowledge, wisdom and culture) contains 114 hymns or formulations for the treatment of diseases. Ayurveda or the Indian Science of life originated and developed from this hymns. In this sense Ayurveda is considered to have divine origin representing one of the oldest organized system of medicine for positive health and cure of human sickness. Making use of systematic careful observation and documenting detailed experiences over the past several thousand of years, it has grown into a very comprehensive health care system with two major schools and eight specializations. It has a school of physicians and a school of surgeons referred in literature

as* AtreyaSampradaya' abd "DhanvantriSampiadaya" respectively.

The most important and massive ancient compilation of the School of Medicine is known as Charka Samhita. It contains several chapters dealing at length with therapeutic or internal medicine. About 600 drugs of plant, animal and mineral origin are'described in it.

Beside, this compendium also deals with other branches of Ayurveda like anatomy, physiology, aetiology, progenosis, pathology, treatment and medine etc. Ancqually exhaustive ancient compilation,, SushrutaSamhita exists relating to school of surgery. It deals primarily with various fundamental principles and theory of surgery. More than 100 kinds of surgical instruments including scalpels, scissors, forceps, specula etc. arc described along with their use in this valuable document. Dissection and operative procedures are explained making use of vegetables and dead animals. Description of how to go about doing incision, excision, extraction and bandaging etc. are detailed in this compendium. In addition, this document also mentions of such other topics as anatomy, embryology, toxicology and therapeutics. It also has a mention of about 650 drugs. In course of time Ayurveda, which started as a magic-o-religious practice, matured into a fully developed medical science with eight branches which have parallels in the modern western system of medicine. The growth of these eight specialties gave Ayurveda another name of Astanga Ayurveda.

General Medicine (Kaya Chikitsa) Paediatrics (BlalaChikitsa) Psychiatry & Psychology ( GrahaChikitsa) ENT and Opthamology (ShalkyaTantra) Surgery (ShalyaTantra) Toxicology (AgadaTantra) Anti ageing and Geriatics (Rasayana) Lugenics and aphrodisiacs (Vajikarana)

Compendia on these subjects like charaksamihta. sushruiaSamhita etc. were written by the ancient scholars during B.C. period. I hese were used for teaching of Ayurveda in the ancient universities of Takshashila and Nalanda. There is a concept that has been passing down verbally from generation to generation in India about the origin of Ayurveda.

Accordingly, the ancient "Rishis" or wise men ot" India gathered at the foot of the Himalays. Their objective was to innovate together the sccrctof leading a healthy, long life. The final product of their effort came to be known as ayurveda.

Ayurveda traces its origin to two schools of thought the school of physicians (Atreya) and the school of Surgeons (Dhanvantari). It encompasses eight branches - Kaya chikitsa. Kaumarabhriiya, ShalyaTantra, Vajikarana, ShalkyaTantra, DhutaVidya, Agenda Tantra and Rasayana . Ayurveda is related to the "Five Great Elements' (panchmahabhuta) theory. These five elements are earth (prithvi), water (jal), fire (Agni or tej), air (vaya) and space or sky (akash.) The body is considered as the universe and subdivided according to these five elements and treatment is done accordingly.

3.2 DEVELOPMENT OF AYURVEDA

Ayurvcdicpractive was nourishing during the time of Buddha (around 550 CB), and in this period the Ayurvedic practitioners were commonly using Mercuric-sulphur combination based medicines. In this period mercury, sulphur and other metals were used in conjuction with hebs to prepare the different medications. An important Ayurvedic practitioner of this period was Nagarjuna, a Buddhist herbologist, famous for inventing various new drugs for the treatment of ailments. Nagarjuna was accompanied by Surananda. Nagbodhi. Yashodhana. Nilyanatha. Govinda, Anantdev, Vagbhatta etc. The knowledge of Ayurveda progressed a lot during this period. Including development of newer and more effective medicines, and is therefore termed as the Golden period of Ayurveda.

After emerging victorious at the Kalinga War, Emperor Ashoka( 304 BC - 232 BC) influenced by the Buddhist teachings, banned any bloodshed in his kingdom in 250 BC. Therefore many ayurveda practitioners, who were practicing surgery along with medicine, left the surgical invervention and adopted totally new medicinal treatment.

In this period, Ayurveda again evolved and flourished with the invention of new drugs, new methodology and new innovations. During the regime of Chandragupta Maurya (375-415 AD), Ayurveda was part of mainstream Indian medical techniques, and continued to be so until the colonization by the Biitish. ChakrapaniDutta (DuttaSharma) wa a vaid Brahman of Bengal who wrote books on Ayurveda such as "Chakradutta" and others. ChakrapaniDutta was the Kajavaidya of Great King I.axman Sen. (Some says raj Vaid of King Nayapala (1038-1055). It is believed by some practitioners that Chakradutta is the essence of Ayurveda."

Ayurveda has always been preserved by the people of India, despite increasing adoption of European medical techniques during the time of British rule. For several decades the reputation and skills of the various Ayurvedic schools declined markedly as Estern medicine and WesternStyle hospitals were built. However, beginning in the 1970s a gradual recognition of the value of Ayurveda returned.

Indian National Congress dis a lot to retrieve its prestige by referring it as a Naional Healthcare System in 1920. Mahatma Gandhi inaugurated Ayurvedic and Unit Tibia College in Delhi in 1921. In 1927, Madan Mohan Malvia opened and Ayurvedic branch inBHU. In 1940- acts were enforced for Ayurveidc medicines

Finally, the scenario becamebetter after 1947. Ayurvedic Universities in Jamnagar, Gujarat. BHC and few started conducting research and higher education in Ayurveda. I he pharmacopoeia laboratory in Ghaziabad in 1970 was an important establishment.Naitonal Institute of Ayurveda in Jaipur.Rajasthan in in 1972-73 is a move ahead. The publication ol' Ayurvedic rormulary took place. Progress has become the order of the day for ayurveda and it has gained intemalional recognition. Today Ayurvedichospitals and practitioners arc flouirishing throughout all of India.

As well the production and marketing of Ayurvedic herbal medicines has dramatically increased, as well as scientific documentation of benefits. Today, Ayurvedic medicines are available throughout the world.

3.3 WORLD SCENARIO

Ayurveda, even though, being the oldest system of medicine has not gained the status it deserves in the global market. The reason behind this is the low level of Research work, lack of modern methods in the production as well as packaging of the pro9ducts. There is a steady shift, globally, towards herbal products that are backed by research and which have proven efficiency. The increasing incidence of side effects from moern medicine is bringing everyone closer to alternative theraphy.

The Ayurvedic profession is growing steadily in the United States of America. Rducational institutions arc becoming more established and the Associations are working to give the profession a voiceand address regulation issues. Ayurveda is likely to continue to grow in America and take its place among the other licensed health care professions. Interest in Ayurveda in the United States began in the 1970s, largely as the result of efforts hy the Maharishi Mahesh Yogi organization of Transcendental Meditation. Interest Continued to grow as Indian physicians came lo the United States in the 1980 s. In the late 1980*5 Dr. Deepak Chopra wortc" Perfect Health*, his tamous introductory book on Ayurveda for the general public.This opened the door of India's ancient healing sciences for may westerns. Furthermore, several American pioneers helped attract attention to Ayurveda and intluence its growth. In 1955. the California College of Ayurveda was founded and was the first State-approved practitioner training program in the United States. It is still in operation today. The National Ayurvedic Medical Association is the major body in the United States representing rheAyurvcdic profession. A non-profit association, it was founded in 1998. The California Association of ayurvedic Medicine is the only established (1997)Ayurvedic State Association in the uNitcd States. While the infrastructure of the ayurvedic profession in the United States has developed and improved over the past ten years, greater infrastructure is still needed.

The SAARC (South Asian Association for Regional! Cooperation) was formed in 1985; its

member countries are India. Pakistan, Nepal, Bangladesh, Bhuttan, Maldives, and Srilanka. These countries all have been inilucnccd by Ayurvedic medicine. Trade in Ayurvedic medicines within the SAARC is mostly limited to raw materials that grow in one region (e.g. High mountains, northern climate) and arc then exported to other regions (e.g., lowland southern areas). Because fo the large number of very small factories that try to service the local communities, with products labeled with the local language, there is little opportunity for suppliers in one SAARC country' to send finished products to another SAARC or even abroad. Entrepreneurs in these countries (mainly in India) seeking to break into the market for natural products have determined, rightly that the demand for traditional style Ayurvedic medicines both inside and outside the region is limited, despite growth trends as high as 20% annually encountered in the late 1990s.

The Gujarrat Ayurveda University has signed the Memorandum of Understanding (MoU) with nine Ayurvedic institutes functioning in Japan. Australia, the Netherlands, Italy, Argentina and mers Germany to coordinate and facilitate the globalization of Ayurveda through academic collaboration. Earlier. Medical (Ayu) Institute of Russia has signed the MoU with the Government of India, in which Gujarat Aymvcda University is also one of the implementing authorities. In Srilanka. the number of traditional Ayurveda practitioners is greater than trained
modern medicine professional*.

The world economy is on the mend. After a sharp, broad and synchronized global downturn in late 2U0S and early 2009, an increasing number of countries have registered positive quarterly growth of gross domestic product (CiDP), along with a notable recovery in international trade and glo9baI industrial production. World equity markets have also rebounded and risk premumus on borrowing have fallen. Premised on a continued supportive policy stance worldwide, a mild growth of 2.4 % isw forecast in the baseline scenario for 2010.

3.4. INDIAN SCENARIO

Being the birth place of Ayurveda, the Indian market place for Ayurvedic products is more established compared to other parts of the world, particularly the U.S.Ayurvedic medicines are produced by several companies in India, but most of them are small, including many pharmacies in and around Kerala Ayurveda Ltd. It is estimated that the total value of product from the entire

Ayurvedic in lnida is in the order of one billion U.S. dollars. The industry has been dominated by less than a dozen major companies for decades, joined recently by a few others that have followed their lead. So that there are today 30 companicsdooing a million dollars or more per year in business to meet the growing demand for Ayurvedic medicine. The products of these companies are included within the broad category of "Fast Moving Consumers Goods" (FMCG), Most of the large Ayurvedic medicines suppliers provide materials other than Ayurvedic medicines, particularly in the arcasof food and toiletries where they may be some overlap with Ayurveda, Such as having traditional herbal ingredients in the composition of toiletries.

The Indian governeiunent and non-government organizations have collected statistics on the Ayurvedic system in India and the following data about the manpower and institutional aspects of Ayurveda have emerged.

I.

Number of registered medical practitioners

: 3,66,812 22.100 2.195 33,155 : 220 62 25 8,400

2. Number of dispensaries 3. Number of hospitals 4. Number of hospital beds 5. Number of teaching institutions (under graduate) 6. Number of upgraded post graduate departments 7. Number of specialties in post graduates medical training 8. Number of pharmacies manufacturing Ayurvedic medicines

In India, 60% of registered physicians are involved in non-allopathic system of medicine. In addition to early 4.00,OOO Ayurvedic practitioners, there are over 1,70,000

homeopathicphysiians. India has about 5,00,000 medical doctors. Reliance on Ayurvedic medicine is heavy in certain regions of India, such as in the South west of Kerala. May Ayurvedic practitioners in small villages arc not registered.

The key suppliers in Ayurveda are Babur.Baidyanath, and Zanduwhich together have about 85% of India's domestic market. The market for Ayurvedic internal medicines is dominated byChyawanprash, an herbal honey comprised of about 3 donzen ingredients, with amla

(cmblicmyrobalans) as the key ingredient. The leader in this field is Uabur, which had a 69% market share at the end of 2009; followed by Baidyanalh with nearly 11 %, and Zandu and Himani (Emami group) with about 7.5% each. A variety of individual herbs, traditional formulations, and proprietary medicines make up the rest of the health products section involving internal remedies, while the remainder of the market is taken up by toothpastes and powders, skin creams, massage oils, shampoos, and other topical preparations. Exports of Ayurvedic medicines ha\e icached a value of 150 million dollars a year (aboui 25% the value of the entireAyurvedic industry in India). About 60% of this crude herbs (to be manufactured into products outside India), about 30% is finished products shipped abroad for direct sales to consumers, and the remaining 1U% is partially preaprcd products to be fmsihed in the foreign countries.

Two of the largest companies involved with providing traditional medicine product arc Himalaya Drug Company and universal medicaments. Universal Medicaments has joint venture for scorch and manufacturing of herbal products with Cipla Ltd. And Lupin engaged in manufacturing and exports of both pharmaceutical formulation and research based herbal medicines.

The biggest supplier of Ayurvedic herb product for the U.S. and other western countries is Maharishi Ayurveda products, International, currently located in Colorado. Three are serious issues problems with traditional Ayurvedic Medicines in the west.* Foreigners to India bring distressing stores about the status of Ayurvedic medicine education in India, which indicates that there arc problems arising in the source country.

Other issues influence the potential spread of Ayurvedic medicines. With the popularization of herbal medicine in recent decades, along with the rapid growth in population, numerous species used in making rraditionalformaulas are becoming endangered. An example is Nardostachys (jatamansi). which is now permitted only in manufactured. Products and connot be otherwise exported; it is mainly obtained in Nepal. According to one estimate, 120 economically useful plants in India are endangered, 35 of which are said to be important medicinal.

In 2009-10. the Indian Fconomy growth of 6.8% was almost same as compared with last year's growth of 6.7%. Manufacturing growth has more than doubled from*3.2% in 2008-09 to 8.9% in 2009-10. Credit growth declined in the later part of 2008-09 reflecting slowdown of the economy in general and the industrial sector in particular. With a large domestic market, resilient banking system and a policy of gradual liberalization of capitalaccount, India will be able to

recover from the adverse cttect of globalfinaical crisis and recession.

3.5 STATE SCENARIO

When it comes to ayurveda,Keala is the only state that practices this ancient Indian system of medicine in its true sense. A major part of the population depends solely on Ayurveda, Ayurvedic medicines and ayurvedic lifestyle for treating diseases and slaying healthy. There are also unique methods. of Ayurvedic practices developed in Kerala. Njavarakkizhi.

pizluehil, marmachikitsaetc arc the main treatment methods among them.

The selfless service of Ashtavaidyas of Kerala played an important roel in the development and flourish of Ayurveda in the past two-three centuries. TheAshtavaidyas, who are from the Namboodiri or Brahmin caste, were once demoted in social status by other Brahmins become they considered it is impure to deal with blood (in surgery) and tocuhing the people of lower castes. They are called ashtavaidays, because they were knowledgeable about all the eithtanga or branches of Astanga (eight-branched)Ayurvcda.

Keala Ayurveda is much organized than in other parts of India. There are five Ayurvedic medical colleges under Kerala Government and other sixAyurvedic medical colleges. Ayurvedic College Thiruvananthapuram, which was stalled by the Maharaja of erstwhile Travancore dynasty to impartAyurvedic knowledge to the members of the ruling family, is the biggest one in Inida. In later becomes a property of Kerala Stae and it began to be officially known as a college in 1918. The fervor of Rajas and the selfless service of Ayurvedicpractiioncrs and teachers made Kerala the cardinal center for Ayurveda, Now, there is a network 108 Ayurvedic hospitals under direct government control in Kerala and there are more than 2.000 hospitals and treatment centers in the private sector.

4.1 KERALA AYURVEDA LIMITED

Kerala is believed to be the land where Ayurveda evolved into the iniemationallyacclamined medical system that is it today. Kerala Ayurveda Ltd. " KA1." is the only lull spectrum Ayurveda Company in India and is listed on the Bombay Slock (Exchange (BSE). Its footprint spans academies, products, clinics, hospital resorts and services. Kerala Ayurveda Limited was founded over 60 ycarss ago by the renowned Ayurveda acharay Late Vaidyan K.G.K.Panicker in 1945. Me was a doyen in Ayurvedic system, a visionary and a mentor. KAL was founded on the banks of river Periyai at Aluva, Kochi and Kerala. As was custom of those days leading Ayurvedic physicians used to I manufacture medicine for their clinical practice in the same premises with vigilance.

"KAL-Envioning a Healthier Tomorrow"

Kerala Ayurveda Limited, formerly Krala Ayurveda Pharmacy Limited, is an India based company.Thc Company has two segments :Ayuvcda business, and healthcare services and software business. Il has a herbarium with approximately 1200 species of medicinal plants. Its manufacturing facility at Athani. Kerala, produces a range of 350Ayurvedic medicines, incliding therapeutic formulations. The company's clinics, resorts and wellness centres offer a range of Ayurvedic lifestyle products, including health supplements, skin and beauty care products, specialty foods, teas, spices, books, and compact discs. In June 2009. the company approved the incorporation of a subsidiary in Singapore. NUTRAVEDA Pte. LldAVhich will focus on marketing Ayurvedic products globally. KAL has undertakiie the missionof "Evolving Ayurveda" so as to adapt it to the requirements of the modern world without losing its original tradition and* goodness. Building a new momentum for "Wellness Naturally" within India. KAL. boasts of a wide network of more than 40clincs,s franchisee outlets and hospitals in various parts ol the country. KAL also owns and operates a Green Leaf certified Ayurveda hospital at Kochi. The wellness clinic expansion program is gaining fast momentum with upgraded clinics and a fast devclopingpartshipwith broad based medical centers like Manicpal care and cure. KAL has a modreu GMP certified manufacturing facility where it manufactures over 270 classical and proprietarv herbal formulations. It also has a well-established research and

development center approved by the Department of Science &Tchcnology. Government of India and has one of the largest herbal gardncs with a collection of over 1.200 species. The R &D department has formulated, tried and launched various formulations which are well established in India as well as in countries like USA, Japan, the Netherlands, and Australia.

KAL also runs an Ayurveda Wellness Resort at Bangalore which is a heritage property of global acclaim. Ayurvedagram has created a traditional Kerala ethnic ad healing ambience by transplanting 165- year old Heritage houses and palaces. It has been disigned as an Ayurvedic village with programs focusing on Detoxification, Rcjuventation, Spine& Joint Care, Stress Management, Anti-Obesity and Lifestyle Disease Manangement. Some common ailments for which treatments arc offered include Spondylitics, Sinusitis Arthritic, Ulcer, Rheumaatism, Diabetes, Back problems. Cholesterol and Age Related diseases.

The Katra Group, founded by Ramesh and KatharinVangal, is the majority shareholder in Kerala Ayurveda Limited. The Katra group has built a strategic presence across diverse sectors that mirror India's economic boom. The group management has foucused its vision "Be the global bridge that delivers the India advantage: for India and form India" byidentifying wellness and Ayurveda as the main elements of this India advantage. The Group has invested heavily in Kerala Ayurveda Ltd and Katra PhytochemicalsPvi Ltd. In addition, the katra Group has prouiotedbusinesss across key strategic verticals, including technology, marine logistics, media and real estate where it co-opts strong global partners to ensure world class delivery. A USS 500milliion enterprise, the group employs 5.000 people worldwide and supports a network of over 0-000 fanners in India. The group has a strong professional management team supported by a Global Board of accomplished business leaders with extensive experience in building and spearheading large business across industries and diverse global geographies. A portion of all KAL profits goes to support the Asha Foundation which is involved in helping autistic children.

The growing demand for his medicines made Vaidyan K.G.K.P.Panicker think of large scale manufacturing unit. This was the beginning of the kerala Ayurveda Ltd. Now, more than half century later, his creation epitomizes all that is modem and state-of-the-art in Ayurveda. Kerala Ayurveda has over 100 Ayurvedic doctors, graduates and post-graduates, Ayurveda Hospitals

located across South India, and a wellness resort in Bangalore. A leading Ayurvedi ccompany today, KAL is backed up by advanced technology and highly qualified dedicated staff. The company is credited with an extensive product range of 300 classical Ayurvedic products and 50 patented and proprietary products with high reputation. Still KAL consider it sacred. In spite of the advent of most modern quality control method and material, they still believe in the traditional sensory' quality control. Today, Kerala Ayurveda Limited is a major force in health care, growing at a spectacular rale with new clinics, new market stgrategies, new products and new cures. Some of KAL's products are on the verge of being patented. KAL is truly on a mission to be the primary choice in Ayurveda globally.

VISION
"Delight

Consumers with Globally Admired Ayurveda Products and Services That Deliver

wellness, Naturarlly."

MISSION
"Grow and be globally most admired for Ayurveda products and services that Delight Customers, while delivering Knowledge. Cure and Wellness, naturally and effectively."
1. To provide medical praclioncrs with cost effective Ayurveda medicines at competitive price. 2. To use only the best technology and strictly adhere to Good manufacturing practice. 3. To develop cost effective Ayurveda formulations and therapeutic practices for common and chronic ailments with the support of clinical and industrial R& O. 4. To helpAyurvcdic profession to adapt and absorb the latest development facilities clinics and franchisee clinics. 5. To contribute to the further development of Ayurveda as an effective system of health care on the service of international community by adapting modern management methods and techniques.

Main objects of the company.

To carry on the business of manufacturing, formulating, blending, preparing, processing,

purchasing, exporting, importing, selling, dealing in ayurveda Medicines. Pharmaceutical preparation, formulations, derivatives, compounds, essences, extracts, tinctures tablets and capsules.

Other major objects of the company are

To carry on the business of establishing, conducting and managing hospitals. Health Resorts. Clinics. Nursing Homes, Mobile Dispensaries, family Welfare Centre-;. Maternity and Child Welfare Centres. To Carry on the business of establishing, running and managing scientific, clinical and fundamental Research Centres for the advancement, progress and efficacy of the

Ayurveda systems and other | medical disciplines. To carry on the business of organizing, establishing and managing Herbarium and medicinal gardens growing medicinal and aromatic plants and to procure, extract, process, prepare, purchase, export, import, sell and deal in Ayurveda Medicinal plants, roots, stems, leaves, flowers, seeds, nuts, and fruits of medicinal value. To establish, carry on and manage educational Institutions for Scientific and Medical studies and research, and institutions for Nursery, Midwifery and para Medical and Laboratory Courses and for conducting short term and logn term courses in Ayurveda. Yoga and other systems of medicines. To propagate and develop Ayurveda and other Traditional systems of medicines and medical treatments.

Motto of the company

"Contribution towards Ayurveda as an effective system of healthcare in the service of community." Guiding principles

i. ii. iii. IV. v. vi. vii. viii. ix. x.

Innovate Continuously to excel in products and services. Product development based upon the market requirement. Manufacture products of high quality Focus on the customer in all level of actions. Treat everyone with trust and respect to build a team. Develop personnels by training, development and delegation Reduces cost constantly to remain competitive. Flam through profits to funds growth and diversification Maintain clean safe and healthy environment. Respond promptly to customer needs.

Publication Division

KA:. has set up a Publication Division to publish Ayurvcdic materials. An Ayurvedic quarterly journal named and styled as KAL vaidyam is published by this division. The division is designed to publish books ; audio and video CD's and tapes on Ayurveda for the public and the scientific community.

The division also has taken up the responsibility of setting up a reference library and Ayurvedicsm museum to preserve rare manuscripts and materials of antique value.

Milestones
1945 : KAL was started by Late Vaidyan K.G.K. Pamckenvith 20 employees in Aluva. 1977 : The proprietary' concern was converted to partnership firmon 15-2-1977 to infuse more capital. 1979 : Kerala Pharmacy started marketing the drugs manufactured by Pensem drugs and Pharmaceuticals (Pvt.) Ltd. 1985 : The company shifted manufacturing operations to Alhani with mechanized plant

with boiler and steam vessel facilities. 1987 1989 : Marketing system planned in full swing.

: An Ayurvedic hospital was set up at Aluva named "AmruthamAyurcedic

Hospital'. 1991 : The partnership firm was converted as Private Ltd. Company and was incorporated by the name " Kerala Pharmacy Private Ltd". 1992 : On 6 ill July the company was registered. On that day " Kerala Pharmacy Private Ltd" was incoiporatcd as Public Ltd. Companywoth authorized capital of 7,00.00,000 equity shares of Ks. 10/- each and issued, subscribed & paid up capital was 61.60.000 shares of Rs 10/- each fully paid up & 65.3% of shares are in dematerialized from with the main object of manufacturing, blending of medicines in 9 modernized manner. 1992 : It was decided to amalgamate two of the group companies namely "Kerala Ayurveda Pharmacy Private Ltd" and "Pharmaceuticals Ltd" to the new company " Kerala Ayurveda Pharmacy Ltd". With Reg No. 09-05968. 1995 : The shares were lisctcd in CSL and BSE, In February, the

company made a public issue of 30 lakhs equity shares of RS. 10/- each 1997 : The manufacturing Division with modern facilities was inaugurated on 24-05-1997 by Sri. E. KNayanar, the Chief Minister of Kerala (with 8 GV and 9 JV Vessels). 2001 : Ayurvedagram wellness entire jacket an ayurvedic health resort of KAPL commenced its operations in White Field, Bangalore. 2005 : Kerala health care Pvt. Ltd. Bangalore amalgamated with KAPL increasing its authorized capital of T Rs. 10.10crore. 206 : The company was taken over by KATRA SOFT. Bangalore. Its name was changed to " KERALA AYURVEDA LIMITED" (KAL).

2007 :

2011 : Jan 29 : Feb 10 : Kerala Aurveda signs MoU with Tata Global Beverages. Banaras Hindu University enters into collaboration with Kerala Ayurveda.

Major operations
Kerala Ayurveda Limited aims at contributing further to the development of Ayurveda to serve the international community in health care management.

KAL is managed in :
a. b. c. d. e. f. Manufacturing of Ayurvedic products. Clinics Academies Hospitals Resorts Services

A. Manufacturing of Ayurvedic products :Hundreds ofAyurvedic herbs have been continuously used for more than five thousand years in the Indian subcontinent. These time-tested herbal formaulas have been therapeutically effective in both preventing as well as healing various diseases.

B. Clinics :
KAL Ayurvedic Clinics are unique Ayurvedic treatment centres. They have excellent facilities for rendering all types of Ayurvedic treatment. Eminent doctors as well as trained paramedical staff. pro\ idc maximum care to the parient. Clinics oiler the expert consultation services of experienced Ayurvedic doctors. Treatment is available for various ailments like arthritis, rheumatoid arthritis, ulcer, sinusitis, skin diseses and other geneial ailments. It is also a unique storehouse of Ayurvcdickashayas, arishtas, lehyas, ghrithams, choomamsand patent formulation manufactured by KAL. KAL clinics is not meant for the diseased alone but for others too, who may benefit in many ways by nourishing the body, revitalizing the nervous system, overcoming fatigue, promoting sound sleep, improving complexion, enhancing immunity and revitalizing the whole bodily systems.

C.

Academies :-

The academy is committed to giving you the highest quality Ayuvcdic training. They are not only academically challenging and intellectually stimulating, but also the most comprehensive Ayurveda courses available outside of India. Our course content and formats are based on the curriculum offered by leading Ayurveda Universities in India. The instructors who teach at our Academy are experienced faculty, physicians and professors from leading institutions. Ayurveda Academy is approved in the U.S. by the State of Washington and internationally by the International Academy of Ayurveda in pune, India and the International Holistic Health Institute in Bangalore, India State Department of Education.

Education at Ayurveda Academy may be evaluated for use in Hindu University's Master's Degree in Ayurveda Sciences. Our courses include course manuals, classroom ' teaching, practical training and clinical internship, graduates have the option of doing additional internship programs in India

D.

Hospitals :

KAL Hospital. ALUVA - A unique Ayurvedic hospital having excellent infrastructure to accommodate twenty patients at a time and for rendering all types of Ayurvedic treatment. Eminent doctors as well as trained paramedical staff provide the best care to the patient.

E.

Resorts :-

Set in the quite ambience of Nanire. Ayurvedagram has created a traditional Kerala ethnic and healing ambience by transplanting 165-year old Heritage house and Palaces. Ayurvedagram is managed by Kerala Ayurveda Ltd, (KAL). The resort is an Ayurvedic village with Resident Ayurvedic Physicians, Therapists a Health Centre, Dispensary'. Yoga and Meditation Center, Residential Heritage Cottages and Vegetarian Restaurant, all under the personalized attention of impeccably trained staff.

The health care programs at Ayurvedagram focus on Detoxification. Rejuvenation, Spine & Joint Care, Stress Management. Anti-Obesity and Lifestyle Disease Management schemes. Some

common ailments for which treatments are offered include Spondylitics, Sinuslitis, Arthritis, Ulcer, Rheumatism, Diabetes, Bank problems.Cholcstergols and Age related diseases. Ayurvedagram offers a whole range of rejuvenative and therapeutic programs to suit the diversified needs of its very special guests. The resort employs tradition and time tested remedies of Ayurveda to heal the body and enrich the soul.

F.

Service:-

Yogavedagram. a part ofAyurvedagram seeks to impart the knowledge of yoga for the purpose of general well being and as a therapeutic to provide relief and cure from specific ailments. Ayurveda believes in the need for soothing environments as a part of the healing process. At yogavedagra. the ambience fo greenery is complimented with architectural splendors of the era bygone. I he traditional homes of Kerala Nalukcttu.Kov ilakant. Manaas and lllams have been recreated to give the perfect ambience of serenity.

Above Operations are under KAL and its subsidiaries

This company has seven subsidiaries as on 31 st March 2010

SL NO

NAME

LOCATION

%OF HOLDING

1,

Ayurvedagram Heritage Wellness Centre Pvt. Ltd.

Bangalore, India USA USA USA Singapore USA USA

74%

2. 3. 4. 5. 6. 7.

Ayu National Medicine Clinic P.S. Ayurvedic Academy Inc. Ayu Inc. Nutravcda PTE Ltd. CMS Katra Holdings LLC CMS Katra Nursing LLC (Step down subsidiary)

100% 100% 100% 100% 81.67% 51%

Exports
KAL caters not only for the domestic requirements. It is now one of the lending exporters of

Ayurvedic products. KAL exports classical as well as proprietary medicines to various countries like USA, Japan, Malaysia, Switzerland, etc. Apart from medicines, KAL also exports Ayurvedic expertise like trained doctors and paramedical staff to various Ayurvedic centers globally

Cultivation and conservation of herbs

KAL has a vast herbal garden with more than 1,000 species of medicinal plants at Kottai. It serves as a conservatory and nursery of herbs. This division is engaged in the production of bit of healthy seedling and their distribution to fanners with a buy backs arrangement to induce the habit of manufactures of medicine in its farm at Thali.

Health care services.

KAL manages a chain of 70 direct outlets, which are located within and outside Kerala. In this group there are hospitals in many places.

1. KAL Clinics :KAL clinics are unique Ayurvcdic centers providing excellent ayurvedic services. These clnics ensure the services of eminent Ayurvedic physicians and competent therapists. Effective treatment is available for diseases that include osteo arthritis, ulcer, sinusitis, skin disease, gynecological problems, etc. In addition to this clinic offers Kerala specially treatment like Panchakanna ( five - fold therapy.) oil massages. Rasayana Chikits

2.

Ayurvedic hospitals :-

Kerala Ayurveda Limited has an Ayurvedic hospital at Aluva. It is a unique Ayurvedic hospital having excellent infrastructure to accommodate 20 patients at a time and for rendering all types of Ayurvedic treatments. KAL hospital has been accredited with "GREEN LEAF" certification by department of tourism, government of Kerala. KAL has 3 hospitals in kerala situated at Aluva, Kasargodc and Calicut and outside Kerala at Somajiguda in Hyderabad and Kumaran in Chennai.

3.

Ayurvcdagram:-

As you enter Ayurvedagram, it steals you away into a whole new world of ethnic charm. Taking you back by over hundreds of years, this ethnicAyurvedic Health Resort has been transplanted from Kerala into 7 acres of herbal garden at Banalore, India's Garden city. Backed by one of India's leading Ayurvediclnslituion. Kerala Ayurveda Limited (KAL). Ayurvedagram Ayurvedic Health resort is an Ayurvedic village with resident Ayurvedic physicians. Therapists. Health Centredispensary. Yoga and meditation Centre, heritage collages. Vcg Resturnnt and an ever-attentive sen ice staff.

Ayurvedgram Heritage Wellness Centre (earlier known as Ayurgram Health Resort) is rated amongst the lop Five Spas or Ayurvedic Health resorts (Ayurvedic icsorts) in the country and provides authentic Ayurvedic I reatments for specific aliments such as Arthritis, Obesity. Spondylitis. Cholesterol.

Sinusitis, Peptic Ulcer etc using common Ayurvedic therapies suchasPanchakarma, Rejuvcnnalion, Stress Management and several other kcrala therapies. Whether you arc looking for Ayurvedic treatment of a weekend getaway in an Ayurvedic Health Spa. AyurvedagramAyurvcdic Health Resort has a whole range of programs to suit every individuals need.

KAL has rejuvenation and theraphy center located at Banagalore. Ayurvedagram is an Ayurvedic resort manged by KAL. The resort is an ayurvedic village with rcsidcntayurvcdic physicians, therapists, health care dispensary, yoga and mcditationcentre, residential heritage collages and vegctariean restaurants. The health care programs at Ayurvedgram focus on detoxification. Rejuvenation, stress management, anti-obesity and life style disease management schemes

4.2 ACHIEVEMENTS AND AWARDS

1. 2.

K AL's plant in GMP (Good Manufacturing Practices) certified. GREEN LEAF certification by Department of Tourism.

3. R & D wing of KAL has lab for testing drugs, which is approved by department of Science and Technology, Government of Kerala

4.3 BRANCHES.
Head Office Athani, Aluva. Kerala Corporate Office Bangalore, Knrnaiaka. Branches in Kerala :-

1 2. 3. 4. 5. 6. 7. 8. 9.

Kalamasscrv.Ernakulam Udyogamandal. hmakulam North Paravur. Prnakulain Njarakkal. F.rnakulam Vaikoni, Ernakulani Tripunithura, Ernakulani Thalayolaparamby. K ottayam Thuravoor, Allepy. Palarivattom, hrnakularn

10. Kuruvilangadu.

Branches outside kerala i. ii. iii. iv. v. Bangalore Chcnnai Madurai Mumbai Hyderabad.

Branches outside kerala i. Bangalore

ii. iii. iv. v.

Chennai Madurai Mumbai Hyderabad.

4.4 NEW LOOK WELLNESS CENTRES Edapally. Kerala IdiranagarBanglore. RT Nagar. Bangalore Green Park, NCR Delhi Noida. NCR Delhi Gurgaon. NCR Delhi Jaipur. Kajasthan Trikuta Nagar. Jammu

4.5 PRODUCT PROFILE

KAL's manufacturing unit at Alhani. Kcrala produces a range of 350 classical and proprietary Ayurvedic medicines. Their hospitals, clinics and resorts offer a full range of Ayurvedic lifestyle products, including health supplements, skin and beauty care products.

The products manufactured in KAL are classified in two categories :

1.

Classical medicines :-

These arc formulations manufactured based on Ayurveda formulatory of India. These are developed from 3,000 year old sciiplures. KAL follows the traditional method for manufacturing these products. KAL produces 300 types of classical medicines. Some of them are :

a.

Kwathas (Kashayas) RanadiKashayam, Maharasnadi, Guluguluthithain)

b. c. d. e. f. g. h.

Arishtas and Asavas (Dasamoolam, Baalarishtam, Sudarsauasavam) Lehya and Rasayana (Aswanthathil ehyam, Agaslhyrasayanam) Ghrita Gulika (Pills) Choorna Taila Kuzhambu

2.

Proprietary medicines :-

These medicines arc manufactured based on the formulae developed by the KAL, R & D division. The products are clinically tested before launching in market. KAL manufactures 50 types of patent and proprietary medicines. Some of them are :

a. b. c.

Biogest Ghmin Leposem

: An anti-infective remedy from nature. : A safer appioach to treat diabetes. : A complete liver tonic.

d.

Logon : An ideal herbal iron supplement with natural : A hair tonic for growth and blacking of hair and for treating dandruff. ; Pain Killer : Rheumatic Complaints : Vitality for men : Brain Nourisher Energizer

Vitamin C

e.Kesini Oil f. Mayaxil G. Rasna Gulgul h.Ajax i. Brahmi Pearl J. Promatil : K. Prostect.

Katrasoft
Katrasoft is the technology division of Kala group, a multinational company with divrerse in over 15 domains and investments in over 20 companies. Katrasoft operates as a division of Kerala Ayurveda Limited, Ibe if tgcikdest banes ubAtyrveda which is a listed company owned by Katra groups.

4.6TRAIN1NG
KAL has started its own Ayurvedic training center in view of propagating authentiuc Ayurveda. The traiing center, called KERALA AYURVEDA ACADEMY is functioning as an annex to KAL Ayurveda Hospital at Aluva, Near Kochi in Kerala India. The center is easily assessable since it is located about 10 kms, from the Nedumbassery International Airport [cochin]. The center is well equipped and conducts various training programs related with avurveda. :
The Academy Center to need of :

1. 2. 3. 4. 5. 6.

Medical Officers Therapists Foreign Nationals Ayurvedic Enerpneurs Ayurvedic Enthusiasts Ayurvedic Medical Representatives

Methodology: The courses contain lectures, discussion, demonstrations and hand onb training.

4.7 Company At a Glance

Name Business Founder Chairman : : : : Keral ayurvedic Limted Manufacturing Ayurvedic Medicines Late Sr. K.G.K. Panicker Mr. Ramesh Vangal : : : : Mr. Ronald, George, Pearce Mr. Sonjoy Mohanty Dr. K. Anil Kumar M.r A. T. Jacob Dr. K. Rajagopalan Mr. M.C. Mohan Mr. S. Krishnamurthy

Vice Chairman MD & ECO Executive director Board of Directors

Ms. Katharin, Zimpel, Vangal Mr. Anand. Subramanian (Alternate to Ms. Katharin, Zimpel, Vangal) Company Secretary : Mr. K. Raghunadhan

Registered Office & Factory 585. Kerala.

VTI/415, Nedumbassery, Athani P.O. Aluva- 683

India Email: info@Kcialaavur\'eda.hi7.\V'ebsitc\Vebsite www .kera laavurvcda.biz : No. 1134, I st Floor, 100 Feet Road, HAL 2 nd Stage. Indiranagar. Bangalore-560 008 Registered year 1992 : Mathew M/s Maharaj. Rajan&

Corporate Office

Chartered Accountant,

Pratheeksha Buildings, S. N. JunctionPalarivattom, Cochin 682 025 :

Auditors 41/427,

M/s Integrated Enterprises (1 )Ltd. Seema,

Rajaji Road, NcarAbad Metro Motel. F.rnakulam682 035

Bankers

AXIS Bank Ltd..

M. G. Road, Bangalore

Registrar A Transfer Agents

ORGANISATIONAL STRUCTURE
Organisation is an important place in the Management Concern without a proper organization the companies hierarchy cripples down it is like a blind leading a blind unitl a proper organization and the achieved defining of relationship between management. "PODSCORB" mean planning, Organizing, Directing. Staffing, Coordinating, Reporting. Budgeting, in which organization stands record level of activities until the organizing part is achieved the company cannot proceeds further.Every organisation should have a sound organisational structure for the healthy functioning. An Organisational structure is mostly hierarchical concept of subordination of entities that collaborate and to serve one common aim.

Organisations are a member of clustered entities. The structure of an organization is usually set up in one of a variety of styles, dependent on their objectives and ambience. The structure of an organization will determine the moods in which it shall operate and will perform. Organizational structure allows expressed allocation of responsibilities for different functions and processors to different entities. Ordinary description of such entities is a baranch, site, development, work groups and single people. KAL's organizational structure is functional. Functional structure is one which employees are grouped together on the basis of the business function they need to do their job.

ORGANISATIONAL STRUCTURE

Functional departments
A department is the effect and effective grouping of jobs into meaningful work units to coordinates numerous jobs all for the expeditious accomplishment for the organisation objectives. Its department grows more and submits are created which in turn add more levels of management the functions of an enterprise are grouped homogenously into different sections .The departments of Kerala Ayurveda Ltd are as follows:1. PRODUCTION DEPARTMENT

2. SALES DEPARTMENT

3. PURCHACE DEPARTMENT

4. HUMAN RESOURCE DEPARTMENT

5. MARKETING DEPARTMENT

6. FINANCE DEPARTMENT

7. RESEARCH AND DEVELOPMENT

6.1 PRODUCTION DEPARTMENT

Production is any process or procedure to transfer a set of elements like men, material, capital, information and energy into tlnishporoducls and services. Group manager leads production department of KAL. Manger deals with coordinating production process and arranging the things for production.

KAL manufacturing unit is situated at Athani, Aluva. It also has a herbarium unit. The divisions accommodates modern technology withour sacrificing traditional values. Over 700 fresh raw materials, mostly herbs are, used for manufacturing, medicines. The entire process is free from the use of any chemicals. Manufacturing process is under the vigilant eye of physicians and quality mangers.

In KAL there are 3 production divisions. They are :

1.

Classical Remedies Division (CRD) :-

It is the division which produces classic all medicines like arishtas, kashayams, lehyas and Kuzhambu etc.

2.

Proprietary Remedies Division (PRD) :-

This division produces patent and proprietary medicines.

1. Raw Durg Division :It is situated at Kottai. Nedumbassery, Some prior manufacturing process like raw material washing, cutting, drying, chopping, and etc. is dumped in this division as per the master formula The raw drug division issues this material to the manufacturing unit.

6.1.1 PRODUCTION CONTROL AND PLANNING PROCEDURE:Production is an important function of an organization. The production departments collect data from market about lite demand of products. The finance department arranges capital required for

production process. Every month production department will have a meeting with the marketing and finance department. In that meeting, marketing department will tell about monthly plan. Then finance department allocates the fund necessary.

In KAL.production department will receive orders from the marketing department s. then the production planning and control will send requirements ot the purchase departments. After production the product will send to RF.searcfh and Development (R &.D) department for quality control. If they approve that the quality is good, it will be send to packing section. After packing, it will be send to the store and from the store it will be taken by the marketing department to meet the orders.

6.1.2. MACHINES FOR PRODUCITON :

The machines available in the company are ; 1. Lxtracton Vessels. 2. Concentration Vessels. 3. Filling and Packing Machines 4. Mixer 5. Dryer 6. Granier. 7. Tabulating Press 8. tStrip Packing Machine.

Worker :- commission

There are 82 workers in the production department, In these, most of them are skilled workers.

6.1.5PRODUCTION DEPATMENT STRUCTURE

6.2 SALES DEPARTMENT

Sales Department is one of the core department in any company. Sales volume is one of the most important Variables affecting profit. Sales arc carried out directly by Kerala Ayurveda Ltd. The finished goods after ("inspection are sent to sales department. They have their own deports where all the KAL's products are displayed.

KAL provides both cash and credit sales. Credit periods arc allowed up to 30 days from the date of sales. The sales depots are run by the company as well as by some external agencies.

6.2.1 TYPES OF SALES

1. Local or domestic Sales :-

KAL sells their products in al districts in Kerala. Company has its branches and franchisees throughout Kerala.

2.

Export Sales. :-

KAL's products are mainly exponed to Germany, USA, Japan, Korea, Singapore. Russia, and U.K.

3.

National sales :-

KAL's products are sold in national markets. KAL has its branches in many of the states, mainly in south - west pan.

6.2.2 SALES PROCEDURE :The modus operandi is as follows:-

6.4 PURCHASE DEPARTMENT

Purchase department is one of the most important departments in KAL. Purchasing manager leads the purchase department for KAL Purchase manager deals with purchase of raw materiasl, ascertainment of the raw materials, determine the quality and quantity, issue of materials to storem etc. this department has a store division and it is managed by a store keeper.

In KAL. purchasing materials are kept in a separate division called Raw Drug Division. This division is situated in Kottai. Purchase is made after receiving the store indent from the store. Two copies of the store indent are maintained and it consists of the description of the item purchased, its quality, purpose etc. Itshoud be signed by the general manager. The particulars of the store indent are entered in the register in purchase department. As a next step of purchase, enquiryis sent in the prescribed enquiry from quoting at the quality. Item rare/unit, etc. After checking whether their required specifications are met or not. it is accepted or rejected.

6.4.1 AVAILABILITY OF RAW MATERIALS

KAL has one of the largest herbal gardens with the collection of over 1,200 species engaged in contract farming of herbs and cultivation of herbs under organic farming. There are mainly three ways by which raw materials are purchased by the company.

They are : 1. Invite quotation from suppliers. 2. Local markets. 3. Direct Purchase from farmers.

4. 6.4.5. PURCHASE DEPARTMENT TRUCTURE EXECUTIVE DIRECTOR

PURCHASE MANAGER

DEPUTY MANAGER

STORE KEEPER

6.4 HUMAN RESOURCE DEPARTMENT

Human resource is the most important asset of an organization and their effective management is the key to success. It basically includes activities such as HR planning, job design, performance appraisal and job evaluation, employee remuneration and motivation, welfare, safely and multi facets of industrial revolution.

KAL has a well structure and efficient HR department, which plays a major role in the excellent performance in the company and overall successful administration of the organization. The HR department in KAL is very keen in selecting, training and motivating their employees. The management maintains good relationship with their employees. The 11R department has established several schemes and projects for the appraisal and welfare of the employees. The 1IR manager and IIR executive manager the dependent functions. HR department is concerned with people dimension. It deals with recruitment of employees, such as inviting applications, conducting tests. interviews, etc. appointment of employees, training and development of employees is a very important function of the HR department. The department gives induction training to all employees with respect to their designations. In KAL. IIR department maintains a detailed report about each employee in which past and present performance level will be furnished. The department also provides enough information to the employees about the company's present state and the further goals.

6.5.1 DETAILS ABOUT HR

1.

Number of employees :-

In KAL, there arc 425 employees. Most of the employees arc females. In addition, there are 87 contract employees and 30casual works.

2.

Shift system ;-

The company works on the basis of shift. The company has two shifts in a day for the workent and a general shift for the officers and staff.

They are : General shift - 9 am to 5 pin 1 st shift - 8 am to 4 pm. 2ndshifl - 4 pm to 12 am.

3.

Uniforms :-

Workers have uniforms : Navy blue shirt and pants for male workers and blue sarec for workmen, except clerical staff, wear light titling clothes or uniform during working hours as may be prescribed by the company.

4.

Attendance :-

All workmen register their attendance at least 5 minutes before the stipulated shift time. Attendance is recorded using punching card system. Each worker Inserts his card in electronic punching clock at the tune of arrival and departure. Workmen attending late are liable to wage deductions on prorate basis. 5. Leaves :-

All employees are given leave in accordance with provisions of the Factories Act. 19*18. The details about leave arc as follows : 52 off days. 13 casual leave.

 18 privilege leave. Medical leave. Maternity leave.

6.5.2. FUNCTIONS OF HR DEPARTMENT :Recruitment :Recruitment is one of lite important functions of HR department in an organization. In KAL, applications are mainly invited by : Reference by employees External sources: Seniority basis from the existing employees.

In Kerala Ayurveda Ltd. The recruitment policy in its broadest sense is as follows: 1. To find the best qualified person for each job 2. To offer challenging opportunities for lifetime working career. 3. To provide programs and facilities for personal growth on the job.

Selection :The selection of the office staff is based on qualification. The performance of the workers is analyzed at the time of training.

Induction :-

Induction is the process of introducing an employee to the organization, copmay policies, rules and regulations, responsibilities and workers etc. The responsibility of introducing an employee will be with HR department.

Training :KAL provides training for their employees at the time of job. Executive employees are provided training outside the organization. Every year, HR department will enquire with all department heads whether any employee needs training or not. Training will be for 3 days from 10 am to 4 pin

Promotion :-

In KAL promotion is provided on the basis of performance and experience. Except these, the other criteria are efficiency and skill. These are assessed through tests and interviews by experts.

6.5.3. WELFARE MEASURES

Welfare means faring well. Kerala Ayurveda Ltd. Provides various welfare facilities to the employees. 1. Canteen facilities. 2. first aid applications 3. Uniforms 4. Mask. cap. 5. Recreation facility 6. Drinking water facilities. 7. Medical allowance 8. Washing facilities. METHODOLOGY;The course contains lectures, discussion, demonstration and handles training 6.5.12

HUMAN RESOURCE DEPARTMENT STRUCTURE

MD&CEO

SENIOR MANAGER

ASSISTANT

MANAGER

WELFARE OFFICER

STAFF

6.6 MARKETING DEPARTMENT

Marketing management is a business discipline focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Marketing managers arc often responsible for influencing the level, timing and composition of customer demand in a manner that will achieve the company's objective.

Marketing is the first step for efficient sales. Marketing department is one of the most important departments for each and every concern. Meeting places a hilarious role in uplifting good sales. Marketing does not include the sales of the product but it also involves the awareness about the product in the market.

In KAL, market manager leads marketing department. Marketing department adopts sales promotion. Advertisement and personal selling program and also prepares marking policies. KAL markets their products through their branches and franchisees. Branches are directly controlled by the company.

6.6.1. COMPETITORS

The main competitors to the Kerala Ayurveda Ltd.Arc : 1. Dabur 2. Koltackal. Malappuram

3. S.D. Pharmacy. Alappuzha

4. Bodhi 5. Vaidarathnam. 6. Nagarjuna. Thodnpzha. 7. Oushadi Pharmaceuticals, Thrissur. 8. AryaVaidhyasal, Karikodc.

6.6.2. MARKETING STRATEGY

The strategy that has been adopted by the firm is customer oriented. KAL's marketing Strategy evolves ar4ound its product quality. The company does not aim at marketing profit by competing with the local manufactures rather it aims at niche marketing. Niche marketing is typically a small market. Needs are not well secured.

KAL has mainly three segments : Local market, National market and Export market. About 50% of sales constitute interstate sales (local market)

6.6.3. POSITION AND TARGET MARKET SEGMENT

Rather than complete with small scale manufacturers and indulge in profit - sapping, price war KAL has taken decision to move up the value scale and offer technology superior products to profitable niche at a premium. As there are products that cannot be duplicated by other manufacturers with low technologies base and product development capabilities, KAL commands a sizable presence in its largest segment. It can be said that KAL has positioned its brand in the upper end of the market and target those segments which require the quality often slackened by willingness to pay for its. KAL is committed to use the latest technology in the field of Ayurveda processing and continuously upgrades its processes.

6.6.4. OBJECTIVES
1. 2. 3. 4. 5.

To fulfill the customers satisfaction To increase the'company's sales To distribute quality products in the market. To explore new market of the company's product. Ultimately, to attain company's objectives.

6.6.5 FUNCTIONS OF MARKETING DEPARTMENT

a. COORDINATE customer feedback. b. Effectively

with

the

sales

department strategies

and of

co-effectively company's

develop product

formulate

marketings

based on feedback.

c. Research in consultation with top management. d. To prepare market policies and programs to support the marketing e. Strategic of the company's product. f. Interact logistic with works department, to ensure quality that the control department, gets sales the and

departments

customer

ordered

material to his/her requirements. g. Control over marketing staff. h. Developing effective channels of distribution. i. Pricing Plicies j. Gather and convey customer ideas and suggestions to product and services. k. Conduct advertising programs.

6.6.6 GEOGRAPHICAL MARKETS The market can be broadly divided into two :

Inside Kerala Outside Kerala

Marketing inside Kerala. The product marketing is mainly divided into two major divisions. They are AGNI and PRIIHV1. PRITIIVI manages the marketing of classical drugs like Kwathas. Arishlas etc. There arc more than 300 classical manufactured And marketed by KAL. AGNI markets the proprietary medicines and it also concentrates on allopathic in order to bridge the gap between allopathic and Ayurveda.

Kerala Operation

Branches

Distributors

Agencies

Stocking Doctors

Marketing outside Kerala KAL has an exclusive marketing network, which covers all of South India and some North parts. They have agencies and deposits at Karnataka, Tamil Nadu. Andhra Pradesh, Maharashtra and Gujarat.

OUTSIDE KERALA

DEPOT (ANDHRA PRADESH) DEPOT (MUMBA1) DEPOT (CHENNAI) DEPOT (MADURA I) DEPOT (KARNATA KA)

6.6.7SALES PROMOTION ACTIVITIES The various sales promotional activities are Conducting medical camps. Local publicity Awareness program Local brand building program

6.6.9 DURITES AND RESPONSIBILITIES OF SALES MANAGER. 1. Ensure supply of required medicines to distribution agencies and super stockiest, agencies etc. 2. Supervise and monitor the activities of Field staff. 3. Provide adequate training to Held staff. 4. Carryout adequate training to field staff. 5. Preparation of sales budget. 6. Design promotional activities to achieve the targeted sales.

7. Arrange to collect and tabulate data on the market as required.

8. 9. 10.

Preparation of proposals for target based incentives for marketing field staff. Responsible for collection of payment and outstanding dues. Organizing monthly meeting of field staff.

6.7 FINANCE DEPARTMENT Finance is the life blood of n business. Without finance neither any business can start nor successfully run. Financial management leads financial department of KAL. Financial management deals with managing working capital and long term investment. It includes activities like financial planning, preparing financial accounts, cash flow and fund flow statements, etc. they also make quarterly and yearly financial reports.

In KAL, financial department supervise internal audit, budgeting and other internal control systems. It analyzes the cost of each process and each product. Accounting works are mainly done through computers using software's like Integrated Info system and Tally 6.7.1 SOURCES OF FUNDS The main sources of funds in Kerala Ayurveda Ltd are from : Sales Issue fo shares. Bank loans and overdraft Fund raised from public schemes.

Performance analyzes

Due to significant increase in raw material cost, employee costs and other administrative overheads in 2008 operational results entered in net loss of Rs. 163.20 lakhs as against net loss of Rs. 44.609 lakhs in the previous year..

6.7.2 VALUATION OF VARIOUS ITEMS

I.

Fixed assets :Fixed assets are stated as cost less depreciation. Depreciation is charged on stringht line method, at the rate described in schedule XIV of the Company Act, 1956

II.

Investments :-

Investments arc valued at cost. Fall in value of investment other than the temporary nature is provided for each material.

III.

Inventories :-

Raw materials, consumables and work - in - progress arc valued at cost or net realizable value, which is lower. Stores and spares are valued at cost.

IV.

Basis for preparation of financial statements :-

The financial statements arc prepared under the historical cost convention on accrual basis of accounting and in accordance with policies generally accepted in India.

V.

Revenue recognition :-

Sales are net of rebate and discount and include excise duty and sales tax.

VI.

Employee Benefits / Retirement Benefits Leave Encashent Benefit is accounted on the basis that such benefits arc payable to employees at the end of the year. Gratuity Provision is made based on actuarial valuation Provident Fund contribution is as per the rate prescribed by the related Act.

6.7.3. FUNCTIONS OF FINAICAL DEPARTMENT

Allocation of funds. Resizing funds. Profit planning To propose accounts. profit and loss account and profit and loss appropriation

To propose cash flow and fund flow statements To propose and quarterly and annual financial reports. Supervise internal audit costing, budgeting and other internal control. To analyze and evaluate various trends and net worth ratio, debt equity. current ratio.

To estimate value of assets, current asset and liability.

To prepare the financial account and then submit it to the top management
for approval.

PERFORMANCE ANALYSIS

the financial year under review, the total revenue of the company Rs.204SLacs from l828Lacs in the corresponding previous financial year a "growth rate of 12%. The total revenue including its sub- i on a consolidated basis tor the year is 3330LaCS against 1198. and the ' s mainly on account of restructuring of operations of KAL US order to stem the losses.

The operational results For the financial year ended with a net loss of 163.191 as against a net loss of 394.66Lacsin the previous year, with a marked improvement in EBITDA. The results on standalone basis have become EBITDA positive during the year. EBITDA on standalone basis registered an improvement of 257Lacs as compared to previous year, which in the current years tads at S4Lacs profit and on consolidated basis registered improvement of 844.59Lacs as compared to previous year and now stands at 90 Lacs profit.

6.7.4 DIVIDEND In the absence of profits for the period under review, your Directors are not in a position to recommend any dividend to the members of the company.

BUSINESS REVIEW

The financial year uderreive was a remarkable year for your company in terms of business development as it has opened new franchise wellness centers at Goa, Banagalorc (RR N'agar)& Jammu and restructured its business model by creating partnership with Doctors in India and USA. Your company has alo rationalized organization system to improve productivity and reduce the overheads and these efforts contributed significant reduction of 24 % in overheads during the year.

The company's non-productive assets located at Poolani, Kerala and Puttaparthy were disposed off in order to channelize the funds required for the business and the term loans were fully

repaid during the year and thus substantial savings in interest cost was achieved.

Your Company has invested behind establishing purity of the ingredient supply chain, which ensures standardization, product integrity and consistency.

KAL has invested during the year aggressively on research, aimed at establishing scientific validation for proprietary Ayurvedic formulations and plan to continue the investments on research in FY 2011 -12. The research consultancy income has improved from 122 Lacs to 458Lacs. Showing an increase of 336 Lacs.

6.7.5 PERFORMANCE OF SUBSIDIARIES

Indian Subsidiary During the year under review, M/s Ayurvedagram Heritage Wellness Centre Pvt. Ltd.Has achieved a turnover of 366 Lacs against a turnover of 345LacS in the previous financial year.

The net profit of the company, after providing for tax has increased substantially to 46.27Laes from 6.30Lacs in the previous year, mainly due to cost controlmeasurcs, despite the globalmcldown and travel advisory warnings issued by western countries including USA.

Overseas Subsidiaries

The combined turnover of overseas subsidiaries was 984.85Lacs as compared to 2426.67Lacs in the previous year, registering a downslide of 59% during the year. Operations of the US Ayu subsidiaries namely Ayurvedic Academy Inc, Ayu Natural Medicine Cline PS and Ayulnc, have stabilized after restructuring and has shown improvement by reducing the losses considerably. The nursing business under CMS Katra Nursing LLC was serverly impacted due to visa retrogression and consequently nurse domestic staffing business was temporarily suspended sicne unviable.

6.7.6 NOTES FORMING PART OF ACCOUNTS

1. A.SIGNIFICANT ACCOUNTING COMPILATION OF ACCOUNTS

POLICIES

FOLLOWED

IN THE

Basis for preparation of financial statements and method of accounting The financial statements arc prepared under the historical cost convention on accrual basis off accounting and in accordance with policies generally accepted in India including Accounting Standards issued by the institute of Chartered Accountants of India.

2.

Use of estimates

The preparation of the financial statement in conformity with the accounting standards generally accepted in India requires the management to make estimates that affect the reported amount of assets and liabilities disclosure of contingent liabilities as at the date of the financial statement and reported amounts of revenues and expenses for the year. Actual results could differ from estimates.

3.

Fixed Assets includes expenses related to acquisition

Fixed assets arc stated at cost less depreciation. Cost

and installation of fixed assets. Depreciation is charged on Straight Line Method at the rates and in the manner prescribed in Schedule XIV of the companies Act 1956. In respect of software developed internally the cost is amortized over a period of 5 years.

4.

Borrowing costs

Borrowing costs that are attributable to the acquisition or construction of qualifying assets are capitalized as part of the cost of such assets. A qualifying asset is one that has necessarily taken substantial period of time to get ready for intended use. All other borrowing costs are charged to revenue.

5.

Inventories

Raw materials, consumables and work-in-progress are valued at cost or net realizable value, whichever is lower. Stores and Spares are valued at cost.

6.

Revenue Recognition

Sales are net of rebate, discount excise duty and sales tax (VAT). Treatment income & consulting charges is recognized on completion of each service and consultation and research/healthcare consultancy income is recognized on accrual basis.

7.

Transactions in Foreign Exchange

Foreign currency transactions are recorded at the rates of exchange prevailing on the date of the transaction. Foreign currency assets and liabilities at the yearend are iransalted into rupees at the rate of exchange prevailing on the date of balance sheet. All exchange differences arc dealt with in the statement of accounts.

8.

Employee Benefits / Retirement Benefits.

Leave Encashment Benefit accounted on the basis that such benefits is payable to employees at the end of the year. Gratuity Provision is made based on actuarial valuation. Provident fund contribution is as per the rate prescribed by the related Act.

9.

Miscellaneous Expenditure

1/5 of the preliminary expenses and initial advertisement & sales promotion expenditure are written off every year. Goodwill on merger appearing in the Rook has been amortized in the ratio 1 5 from ?006 - 07 onwards.

10.

Research and Development.

Revenue expenditure on research ami development is charged to profit and loss account. Capital expenditure on research and development is included as a part of fixed assets and depreciated on the same basis as other fixed assets.

11.Intangible Assets Intangible assets are recognized on the basis of the future economic benefits that will flow to the enterprise. The assets are recorded at the price paid to acquire them. Intangible assets will be written off over a period of their estimated useful lives.

12.

Impairment of assets

Impairment loss if any is provided to the extent the canning amount of assets exceeds their recoverable amount. Recoverable amount is higher of an assets net selling price and its value in use. Value in use is the present value of estimated future cash flows expected to arise from the continuing use of an asset and from its disposal at the end of useful life.

13.

Investments

Investments are stated at cost less provision for diminution other than temporary in their values.

14.

Provision for Tax

Income ta and Deferred tax provision for the year is made after taking into consideration benefits admissible under the provisions of the Income Tax Act, 1961. Defrredtax resulting from timing difference' between book and taxable profit is accounted by using the tax rates and laws that are enacted or substantively enacted on the Balance Sheet date. The deferred tax asset is recognized and carried forward only to the extent that there is a reasonable certainty that the asset will be realized in future.

6.7 RESEARCH AND DEVELOPMENT DEPARTMENT

KAL pays lop priority to Ayurvedic research as it aids the metamorphosis of ancient Ayurvedic wisdom for the benefit of present humanity. Research and Development (R & D) enter of KAL is wells equipped and is engaged in various research activities spanning all the areas of Ayurvedic research. The department of science and technology. Government of India, has approved this center. The R & D division is presently engaged in drug research, clinical research,

pharmaeeuticl reserch, research in ago-techniques and which are being manufactured and marketed by KAL. The department also ensures the quality of products of KAL by keeping a close watch on each and every phase of production and by monitoring with its scrupulous criteria. Rseareh and Development department is very essential for every company.lt help the company to expand in many ways. R & D Wings plays a vital role in all specific aspects of the company regarding production, formulation, standardization monitoring quality of products etc, apart from the active role in agricultural fiedl. Research and Development department takes an active part to expand their business, technology etc. New products are formulated by the R & D Wing after intensive research, animal trials and clinical trials. The drugs developed by it for specific diseases have established a good reputation among doctors and patients. Standardization of treatment and therapies are managed by clinical R & D. in which experts in various disciplines are engaged.

6.7

RESEARCH AND DEVELOPMENT DEPARTMENT

KAL pays lop priority to Ayurvedic research as it aids the metamorphosis of ancient Ayurvedic wisdom for the benefit of present humanity. Research and Development (R & D) enter of KAL is wells equipped and is engaged in various research activities spanning all the areas of Ayurvedic research. The department of science and technology. Government of India, has approved this center. The R & D division is presently engaged in drug research, clinical research,

pharmaeeuticl research, research in ago-techniques and which are being manufactured and marketed by KAL. The department also ensures the quality of products of KAL by keeping a close watch on each and every phase of production and by monitoring with its scrupulous criteria.

Research and Development department is very essential for every company.lt help the company to expand in many ways. R & D Wings plays a vital role in all specific aspects of the company regarding production, formulation, standardization monitoring quality of products etc, apart from the active role in agricultural fiedl. Research and Development department takes an active part to expand their business, technology etc. New products are formulated by the R & D Wing after intensive research, animal trials and clinical trials. The drugs developed by it for specific diseases have established a good reputation among doctors and patients. Standardization of treatment and therapies are managed by clinical R & D. in which experts in various disciplines are engaged. KAL has a vast herbal garden at Kottai.AIua. This erves as a eonservatoi and nursery' of herbs. The lare and endangered species forms a major pan of collections. The company cultivates rare herbs under organic fanning for the manufacture of medicines at its herbal faim spread over 42 acres at Thali in Tamil Nadu. 6.8.1 Advantages of R & D Raw material development Analytical research Product validity and reliabilitystuido. New product development.

6.8.2 FUNCTIONS OF R& D DEPARTMENT New product development New Process development Waste utilization Pollution Control.

6.8.3 HERBS FARMING

Research and development division of KAL has a prestigious herbal garden, which is actually gene with more than 1200 species of rare and endangered medicinal plants, collected by conducting extensive surveys.

Herbal garden and a herbarium of these collected plants serve as a center of excellence to Ayurvedic doctors, students and research scholars of various facilities and provide awareness to the public about rich herbal heritage. The | nursery attached to the herbal garden is a nodal agency, engaged in the propagation and dissemination of qualii) planting materials to fanners with a buy back arrangement to inculcate the habit of medicinal farming among them. Plant introduction, acclimatization and commercial cultivation of selected varieties are targeted to have better quality raw materials to our products with increased biomas and active ingredients. Research on these lines is as ongoing process and has standardized agio-technology tor 20 high value medical crops. I Bio chemical evaluation Tor these cultivated species is continuing to fix the optimum period of harvest and to evolve complete quality protocols.

6.8.4 DUTIES AND RESPONSIBILITIES OF SENIOR MANAGER (QUALITY CONTROL ) : Control and administer each and every activity of Research and Development. Giving proper guidelines to the subordinates based upon the plants and policies formulated.

6.8.5

DUTIES AND RESPONSIBILITIES OF JUNOR MANAGER (QUALITY

CONTROL ):1. Conduct test under different areas. 2. Reporting to Senior Manager about the activities conducted over there. Verifying the documents relating to Quality Control. 3. Checking the standards of raw materials, in-proecss and finished goods items based upon the Standard Operating Procedure (SOP)

6.8.6 DUTIES AND RESPONSIBILITIES OF A MICRO BIOLOGIST (QUALITY CONTROL ): A. Checking the microbial counts of various products as per who (World

Health Organization) and USFDA. B. C. D. Maintaining the Standards prescribed by the WHO Routine checking the area colony count in production areas. Conducting various studies like anti-bacterial activities and anti-fungal

actions of various plants and their extracts.

SWOT ANALYSIS
STRENGTHS:

. Brand image:- KAL having a high brand image in the field of ayurvedic products so its
creating high loyalty customers. Operational experience:- in the field of ayurvedic products they made upon a excellent experience through their stable and efficient operation. Quality: - the company keep on maintaining their products with high quality Technical advancement:- The company is using modern and efficient machines and are keep on changing or modifying machines according to the technology change. The company having a dedicated and very efficient workforce so the industrial relationship and the work environment is so harmonial.Company having a good financial position

The employee turnover is very less. The company is situated in a eco friendly and pollution free area.

WEAKNESSES :

Growth rate is comparatively low . Less advertisement and sales promotion No channel of istribution

OPPORTUNITIES :

Company is in lucrative area where there is scope for development and growth. Herbals are considered to be very essential and there is possibility of stable demand. Due to increasing population growth rate the demand for the product is likely to be high in near future.

Company can expand market globally. The global demand supply situation is favorable to Ayurvedic medicines. Because of the uniqueness, Ayurveda products being alternative system of medicine have very good potential to win considerable share of world market.

Reportedly UK, UAE, Sweden Indonesia and USA have already recognized Ayurveda as a health care system and 30 more countries arc on the verge of doing so.

India with it's vide variety of climatic soil conditions has ample scope in gaining a foothold in the global plant based pharmaceutical market.

More awareness and acceptance in the western world has increased the demand for Ayurvedic medicines and treatments.

The domestic Ayurveda market is expected to reach around Rs.6000 crore business in next two years in view of rising demand for Ayurvcidc therapy and products.

THREATS :-

The major challenges faced by Ayurveda Sector are : Lack of standardization and validation of Ayurvedic products as per the modern trials. Non-availability of right and quality raw materials especially medicinal plants. Easing the power relations and framing an adequate export policy.

Absence of adequate scientific documentation is considered to be the basic

problem. which is the limiting factor faced by this industry from its very beginning. The lack of facilitating regulations for the Indian medicinal products in most of the countries has been the major hindrance for the growth of the sector. Export certification of Ayurveda and other herbal products has been along pending demand of the industry

Some of the other challenges are as follows : Scarce resources :The main raw material, herbs, is a scare resource and is likely to be of shortage in the long run. Environment threats :Deforestation and similar environmental threats are a serve problem for the company. Government policies :Government policies can affect the entire industry. Competition : Company faces severe competition from local and international markets. Industrial dispute : KAL OPHKATCS in Kerala, which is known for its high labour sensitiveness and hence, strikes and lockouts are likely to occur

F I N DI NG S A ND S UG G E S T I O N S
FINDINGS: The company has a good financial position. KAL has a good administration. It has a responsible marketing department , which is its key function. Kerala Ayurveda Ltd. Is a leading export company to Europe and Asia. Employee participation in decision process is good. There is a lack of career growth opportunity in the company. Training and development of employees arc not satisfactory. Welfare schemes are not sufficient. SUGGESTIONS: The company can reduce the cost of products. It can promote the product through exhibition fair trade, etc. Trailing and development programs may be conduced more frequently. So special course and lectures and confect method of tinning should be conducted Employee participation in decision making process may be made more efficient. A close watch may be kept on its competitors to study their marketing strategies and products to develop counter - marketing strategies.

In addition to monetary benefits, recognition and appreciation from the superiors may be
used to boots employee satisfaction and thereby performance-Recognition of employee's satisfaction is a powerful social reward for most people.

CONCLUSION
In the development of new technologies, Ayuredic products arc increasing their market potential in national and international levels.

Understanding customer's needs plays a vital role in formulating effective marketing strategies. From the study it is found that majority of the customers are not aware of the product the company can capure large market, if it creates awareness about the product through appropriate promotion mix.

It is also clear from the study that the qualities of products arc well accepted, but due to the availability of competitive products at cheaper prices, KAL products are having low demad. From the study, it is also clear that the quality of the products is well accepted, but due to the availability of competitive with cheaper priecs. some of the customers are not ready to buy KAL products.

KAL products with its comparatively high price and low marketing , is ineffective in the market it is not easy to penetrate into this market segment. The management has implemented new marketing strategies and products are priced at a competitive price, which will help tile company lead in the market.

After the study of each and every department, according to researcher concept latest technology with an efficient work force and proper management is found in Kerala Ayurveda Limited.

BIBLIOGRAPHY

Kerala Ayurvedic reports, magazines and Journals

www.ayurvcdagram.com www.ayurvcdaacademy.coni www.avurvedacollegc.com www.indiatzone.com www.keralaayurveda.biz www.naturalhcalcrs.com www.nutraceuticalsworld.com www.avurvcdaonline.com