INDUSTRIAL VISIT PROJECT ON

“A detailed report on Spice industry in India with special emphasis on

Preference & Customer Satisfaction towards MDH spices”

Submitted to
INDUSTRIAL VISIT COMMITTEE (FOM)

Under the Guidance of

Dr. Harikrishan Chaurasiya and Dr. Chinmay Gandhi
 TEAM MEMBERS

NAME ROLL NO. ENROLLMENT NO.

Joy Shah IM 19259 201900510010248

Rutvi Shah IM 19277 201900510010266

Shreyali Shah IM 19280 201900510010269

Ahmed Shahiwala IM 19290 201900510010279

Raj Sharma IM 19300 201900510010289

Janak Sokhadiya IM 19307 201900510010296

Bhumil Thakkar IM 19325 201900510010314

Mihir Trivedi IM 19343 201900510010331

Jayesh Uttmani IM 19127 201900510010337

Dhairya Vasu IM 19357 201900510010345

 OVERVIEW OF PRSENTATION

 OVERVIEW OF INDIAN SPICES INDUSTRY

 OVERVIEW OF MAHASHIAN DI HATTI PRIVATE LIMITED (MDH)
 OVERVIEW OF INDIAN SPICES INDUSTRY

 India has the largest domestic market for spices in the world. It is also the world’s largest producer and
exporter. India produces 75 of the total 109 varieties listed by the International Organization for
Standardization (ISO) and accounts for half of the global trading of spices. India is known for its spices not
only because of the production quantum and diverse range but also because of their rich aroma, taste and
texture. The diverse climatic conditions - from tropical to sub-tropical to temperate-almost all spices grow
splendidly in India.

 The area and production of spices has seen a constant increase in the last 5 years. Spices have also played a
very important role in the economy of India. The trade in spices is one of the oldest has been one of the
most important forms of commerce. Like the trade of silver and gold, spice trade connected many different
civilizations and helped the growth of global contact. Today, Indian spices are the most sought-after
globally, given their exquisite aroma, texture, taste and medicinal value. . Spices or their active principles
could be used as possible ameliorative or preventive agents for these health disorders.
 OVERVIEW OF MAHASHIAN DI HATTI PRIVATE LIMITED (MDH)

 Mahashian Di Hatti Private Limited, doing business as MDH, is an Indian spice producer and seller based
in New Delhi, India. It is the second largest leader in the Indian market with 12% market share , following
S.Narendrakumar’s Everest Spices.

 After setting up the MDH Empire from a small shop to a more than 1500 crores empire, he also pushed his
arms in philanthropy and set up Mahashay Chunni Lal Charitable trust hospitals and schools in his father’s
name for the poor class.

 In the current market scenario, MDH stood second in the spices market with a market share of 12% and
Everest Spices are at the top with a market share of about 13%. Now, Mr. Dharampla Gulati’s son manages
the overall operation along with his 6 sisters who all handle distribution.
 SWOT ANALYSIS OF MDH

• Leadership • Brand
Ambassador
• Quality
• Ingredients &
• Low pricing
• composition

S W

O T
• More women entering
into the workforce • Competitors
PESTEL ANALYSIS OF SPICES INDUSTRY

POLITICAL TECHNOLOGICAL
FACTORS FACTORS

ECONOMIC ENVIRONMENTAL
FACTORS FACTORS

SOCIAL LEGAL
FACTORS FACTORS
COMPETITORS OF MDH
 MDH PRODUCTS

 Digi Mirch
 Chana Masala
 Kitchen King
 Chunky Chaat Masala
 Meat Masala
 Kasoori Methi
 Garam Masala
 Rajmah Masala
 Shahi Paneer Masala
 Dal Makhani Masala
 Sabzi Masala
 LITERATURE REVIEW

SR AUTHOR TITLE SUMMARY

NO.

1 V.Kamarasan A Study on Consumer To study the purchase behavior of

Behavior Towards sample respondents and to evaluate
Packaged Spices in brand preference of the consumer.
Madurai .
2 S.Salma A study on most The present study is aimed to identify
frequently consumed the most frequently consumed spices
spices in households and at households and to assess the
consumer’s preferences consumer knowledge about organic
to organic spices in spices in Coimbatore.
Coimbatore district,
Tamil Nadu, India.
 LITERATURE REVIEW

SR AUTHOR TITLE SUMMARY

NO.

3 R. Rajababu A study on consumer The study is aimed to identify the

satisfaction in processed consumer satisfaction towards the
spices products. processed spices and to find out the
factors considered by consumers
while purchasing spices
4 Priyanka This survey is to know The current thesis is mainly based to
Kumari about the consumer enumerate the reasons for shifting
preferences towards from homemade to branded spice
branded spice products in products along with the consumers'
Bhatinda. willingness towards the preference of
different brand.
 DATA ANALYSIS & INTERPRETATION

Gender

105

14

male female
 DATA ANALYSIS & INTERPRETATION

Age
50
45 43
40
36
35
30
25
21
20 19
15
10
5
0
18-25 26-39 40-50 > 50
 DATA ANALYSIS & INTERPRETATION

Profession
70
63
60

50

40 37

30

20 16
10
3
0
student business job homemaker
 DATA ANALYSIS & INTERPRETATION

 There are 119 respondents in which 72

Buying Spices respondents are buying spice from provision
store.
80 72  While 41 respondents are buying spices from
70 super markets and limited respondents are
60 buying from online platforms although it’s a
pandemic
50 41
40
30
20
10 6
0
ts

s
re

rm
ke
sto

o
ar

atf
on

pl
isi

er

e
ov

lin
su
pr

on
 DATA ANALYSIS & INTERPRETATION

 There are 119 respondents in which 23

Quantity Buy respondents are buying spices annually.
38  Majority of respondents are buying spices
40 when they require it.
35 32
30
26
25 23
20
15
10
5
0
s

d
l
ua

th

re
th
n

on

ui
on
an

q
6m

re
as
 DATA ANALYSIS & INTERPRETATION

 There are 119 respondents in which most of

Amount Spent the respondents are spent around 1000 – 5000
rs. on buying spices.
50
46
45
40
35
30
26
25 24 23
20
15
10
5
0
10000 8000 5000 1000
 DATA ANALYSIS & INTERPRETATION

 Here most of the repondents are preferring

Company Everest company.
 The second most company for buying spices is
60 MDH.
50
50
40 34
30
20 15
13
10 7
0
s

er
DH

h
es

es
tc

h
er

pr
M

Ca

Ot
Ev

Ex
n
he
tc
Ki
 DATA ANALYSIS & INTERPRETATION

 Here we can clearly show that 104 respondents

Type of Spices are buying packed spices out of 119
respondents.
120  Which means fewer people are buying loose
spices.
104
100

80

60

40

20 15

0
loose packed
 DATA ANALYSIS & INTERPRETATION

Factors
1 2 3 4 5
54
49
45 46 45

33
30
26
23 22 21
19 19 17 19
16 16 17 15
13 13 11
10 10
6

QTY QLTY PRICE PACKING BRAND

 DATA ANALYSIS & INTERPRETATION

Satisfaction
highly satisfied satisfied neutral dissatisfied highly dissatisfied
67 65 66 67

52

37 37
33 33 33
27
18 16
15 15

1 3 1 1 2 1 1 1 2 1
QNT QLTY PRICE PACKING BRAND
 DATA ANALYSIS & INTERPRETATION

Rating MDH
1 2 3 4 5
47 48
44
39
34
28 27 26
2425 24 23 2222
18 19
16 17
14 15 15
1314
10 11

0 0 0 0 0
1 2 3 4 5
 DATA ANALYSIS & INTERPRETATION

Comparison
highly satisfied satisfied average dissatisfied highly dissatisfied
62
57 59
55
47

36 36 38 38
30 30
23 24
20
16

2 2 3 3 4 2 4 2
1 1
QNT QLTY PRICE PACKING BRAND
 RESEARCH METHODOLOGY

 Scope of the Study:

The scope of the study is people residing in Gandhinagar and Ahmedabad. The research will give a
deep insight of consumer satisfaction towards M.D.H. spices products and what encourages them to buy
M.D.H. spices products.

 Research Design:
Descriptive Research Design and Quantitative Research Design will be used. As these designs provide
the opportunity to cover all the aspects that are required to conduct the research. Data that will be used will be
derived from both primary and secondary sources. Primary data will be collected through Google Forms.
Secondary data will be collected from researches done in India earlier, on the same topic.

 DATA COLLECTION METHOD

• This study will use primary data collection method.
• The data will be collected from Google forms.
• Limitation: - The data is only collected from two cities (Ahmedabad and Gandhinagar)
 GAP OF THE STUDY

 A spice is seed, fruit, root or other plant substance which is primarily used for flavoring or coloring food.
Spices are sometimes used in medicines and religious rituals. The usage of packed MDH spices products
has come from the period when food items were sold in small grocery roadside grocery shops and bazaars
to a stage when products are retailed through super market stores. In order to find out the consumers brand
preferences, their likings with regard to various varieties available under different brand, the present study
focus attention on customer satisfaction of packaged spices powder, by various packaged spices powder
factories. Hence the topic “A study on preference and customer satisfaction towards MDH spices” has been
taken up for the study.
 OBJECTIVE OF THE STUDY

 Primary Objectives:
• To find the factors influencing the purchase of M.D.H. spices powder.
• To analyze the level of satisfaction towards the M.D.H. spices powder.
• To find shopping pattern characteristics of the sample respondents.

 Secondary Objectives:
• To evaluate brand preference of the consumer.
• To determine the factors that influences for not buying or preferring M.D.H. spices products.
• To find if the customer pay more attention towards positive attributes or negative attributes of M.D.H.
spices products.
 FINDINGS

 The study found that, different people consider different factors while purchasing. The most influencing
factor is the quantity, most of the people looks for the quantity of the product and the 2nd most factor
affecting the purchase is the packaging of the product and these factors are followed by price, quality and
brand.

 The study found that most of the people are highly satisfied with spice brand and quantity. Most of the
people are highly satisfied with the packaging, quality, and price too. There are very few people who are
not satisfied with the spices.

 The study found that maximum people purchase the spices from Provision store and then from super
markets and least from online platforms.

 The study found that Everest is most preferred packed spice brand by the people and then MDH is the 2nd
most preferred brand and catch is the least preferred out of the choices provided to the respondents.
 SAMPLING PLAN

 1. Population
From two cities Ahmedabad and Gandhinagar.

 2. Sampling Method
Simple random sampling

 3. Sampling Size
70-100 Respondents
 REFERENCES

 https://scholar.google.com/scholar?
hl=en&as_sdt=0%2C5&q=consumer+preference+spice+products&oq=#d=gs_qabs&u=%23p
%3DvkeELx4TohcJ

 https://www.researchgate.net/publication/320306801_A_STUDY_ON_CONSUMER_SATISFACTION_O
F_AACHI_MASALA_PRODUCTS_IN_CUDDALORE_DISTRICT

 https://scholar.google.com/scholar?
hl=en&as_sdt=0%2C5&q=A+comparative+study+of+consumer+preferences+for+manufacturer+or+privat
e+labelled+food+products&btnG=

 https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=Consumers
%E2%80%99+Preference+and+Acceptance+of+Branded+Spice+Powder+in+Sadar+Upazila+of+Mymensi
ngh+District+in+Bangladesh&btnG=

 https://scholar.google.com/scholar?
hl=en&as_sdt=0%2C5&q=A+Study+on+Retailer+Perception+towards+Kotta
%E2%80%99s+Ganesh+Masala-A+
+Case+Study+of+Sri+Ganesh+Industries+Kadapa&btnG=#d=gs_qabs&u=%23p%3D3j9I1p_NBaYJ
 RECOMMENDATIONS OF MDH

 They can increase advertising.

 They should do better packing as the companies like Catch are giving in bottels/cans which is
more suitable to use.

 They should increase variety in products.

 They should create more awareness so as to meet the competition

 CONCLUSION

 In nowadays people in love with the full range of Indian ground and blended spices. According to recent
reports and Indian spices export data, Spices export from India has seen 129% growth in the last fiscal
year. The Indian spices bring the diversity in the dish as India experiences the diversification among
different cultures of people. India produces some of the evergreen spices that are never going to go out of
fashion and taste.