ABSTRACT

“Aachi Masala” is the popular of Masala as the household among the millions of people
today, it is doing Masala trading into the field of pure spice powders like Turmeric, Chilli,
Coriander powders, and Matten, Chicken, Kulambu Masalas etc., this curiosity lets to enter into
masala world with boldness. This masala encountered a lot of hurdles, since selling masala products
during those days to the oriental who are traditionally conservative. It is not easy to sell. It is
concept sealing on “Easy Cooking” rather than marketing food products with self-determination and
persistent attempts, it is able to get into the kitchens of our country and the rest of the world. The
store may look like a wonder, but the hard work, the pot holes and the bumps on the way to
producer. The person who stood behind produce masala for all those achievements was with help of
their business partner. The main objective of this research is to identify the consumer satisfaction of
Aachi masala products. The suggestion is help to improve the quality of the Product.
INTRODUCTION

Cost Volume Profit analysis shows the connection among the varied ingredients of profit
coming up with, namely, unit sale worth, variable value, sales volume, sales combine and also the
fixed costs. Cost Volume Profit (CVP) analysis general y defined as a planning tool by which
managers can evaluate the effect of a change(s) in price, volume, variable cost or fixed cost on
profit. Additionally, related short run decisions, target costing and transfer pricing. In the marginal
cost accounting varies directly with the amount of production or output . In web effects, if volume
is changed, variable cost varies as per the changes in volume . In these case, selling price remains
fixed remains fixed and then there is a change in profit .
Cost Volume Profit analysis may be a logical extension of Marginal cost accounting. It is
supported identical principles of classifying the operative expenses into fastened and variable. Now-
a-days it has become a powerful instrument in the hands of policy makers to maximum profit.
Earning of maximum profit is the ultimate goal of almost all business undertaking. The most
important factors influencing the earning of profit is the volume of production.
Profit depends on an oversized range of things, most important of which are the cost of
manufacturing and the volume of sales, volume of sales depends upon the volume of production of
market factors which turns in related to the cost .
Management has no control over the market. In order to realize bound level of gain, it has to
exercise control and management of costs, mainly variable cost. This as a result of value may be a
non -controllable cost.
It helps to seek out the gain of a product, department of division is to own a much better
product combine for profit coming up with and to maximise the profit a priority

NEED FOR THE STUDY

 The study is carried out to analyze the financial performance.

 The study helps company to identify growth opportunity.

 It can be helpful for the management to apply various financial tools such as
Financial Leverage an d Profit Volume Ratio.
  It will be helpful to management for decision making.

OBJECTIVES OF THE STUDY

 To study the Cost Volume Profit analysis and its impact on AACHI MASALA
SPICES AND FOOD PRODUCTS Pvt.Ltd.

 To find out the break -even - point for the products of AACHI MASALA SPICES
AND FOOD PRODUCTS Pvt .Ltd.

 To understand the level of sales needed to achieve a desired profit

 To identify the margin of safety and its significance in AACHI MASALA

SPICESAND FOOD PRODUCTS pvt .Lt

 To analyze the degree of operating leverage of AACHI MASALA SPICES AND

FOOD PRODUCTS Pvt.Ltd.

SCOPE OF THE STUDY

This study is performed by using the financial statement of AACHI SPICES AND FOOD
PRODUCTS Pvt.Ltd. This would be useful for company to take new strategy to compete in the
market by adopting various controlling techniques in the process of manufacturing.
This study was conducted only on overall cost volume profit analysis and not on each and
every variables. This study helps to forecast profit fairly and accurately as it is essential to know the
relationship between profits and costs.
This study assists in evaluation of performance for the purpose of control and also assists in
formulating policies by showing the effect of different price structure on costs and profits.
This study predetermines the overhead rates that are related to a selected volume of
production.

INDUSTRY PROFILE
GROWTH OF FOOD INDUSTRIES IN INDIA

India is the world's second largest producer of food next to China, and has the potential of
being the biggest with the food and agricultural sector. The total food production in India is likely to
double in the next ten years and there is an opportunity for large investments in food and food
processing technologies, skills and equipment, especially in areas of Canning, Dairy and Food
Processing, Specialty Processing, Packaging, Frozen Food/Refrigeration and Thermo Processing.
Fruits & Vegetables, Fisheries, Milk & Milk Products, Meat & Poultry, Packaged/Convenience
Foods, Alcoholic Beverages & Soft Drinks and Grains are important sub - sectors of the food
processing industry. Health food and health food supplements are another rapidly rising segment of
this industry which is gaining vast popularity amongst the health conscious.
India is one of the world’s major food producers but accounts for less than 1.5 per cent of
international food trade . This indicates vast scope for both investors and exporters. Food exports in
1998 stood at US $5.8 billion whereas the world total was US $438 billion. The Indian food
industries sales turnover is Rs 140,000crore (1crore = 10 million) annually as at the start of year
2000.
The industry has the highest number of plants approved by the US Food and Drug
Administration (FDA) outside the USA
India's food processing sector covers fruit and vegetables; meat and poultry; milk and milk
products, alcoholic beverages, fisheries, plantation, grain processing and other consumer product
groups like confectionery, chocolates and cocoa products, Soya - based products, mineral water,
high protein foods etc . We cover an exhaustive database of an array of suppliers, manufacturers,
exporters and importers widely dealing in sectors like the - Food Industry, Dairy processing, Indian
beverage industry etc. We also cover sectors like dairy plants, canning, bottling plants, packaging
industries, process machinery etc..
Food processing involves any type of value addition to agricultural or horticultural produce
and also includes processes such as grading, sorting, and packaging which enhance shelf life of
food products. The food processing industry provides vital linkages and synergies between industry
and agriculture. The Food Processing Industry sector in India is one of the largest in terms of
production, consumption, export and growth prospects. The government has accorded it a high
priority, with a number of fiscal reliefs and incentives, to encourage commercialization and value
addition to agricultural produce, for minimizing pre/post harvest wastage, generating employment
and export growth.
he food processing sector is highly fragmented industry, it widely comprises of the following sub
-segments: Fruits & vegetables, Meat & poultry, Dairy, Marine products, grains and consumer foods
(that includes packaged food, beverages and packaged drinking water) etc. A number of
entrepreneurs in this industry are small in terms of their production and operations, and are largely
concentrate d in the unorganized segment. This segment accounts for more than 70% of the output
in terms of volume and 50% in terms of value. Though the organized sector seems comparatively
small, it is growing at a much faster place.
Indian food processing industry is widely recognized as a 'sunrise industry' having huge
potential for uplifting agricultural economy, creation of large scale processed food manufacturing
and food chain facilities, and the resultant generation of employment and export earnings . The
industry is estimated to be worth around US $ 67 billion and employing about 13 million people
directly and about 35 million people indirectly. The food processing sector in India is geared to
meet the international standards. Food Safety and Standards Authority of India has the mandate to
develop standards and also to harmonize the same with International Standards consistent with food
hygiene and food safety requirement and to the conditions of India's food industry.

Packaged / Convenience Foods

Consumer food industry mainly consists of ready to eat and ready to cook products, salted
snacks, chips, pasta products, cocoa based products, bakery products, biscuits, soft drinks etc.
There are around 60,000 bakeries, several pasta food units and 20,000 traditional food units and in
India. The bakery industry is among the few processed foods segments whose production has been
increasing consistently in the country in the last few years. Products of bakery include bread,
biscuits, pastries, cakes, buns, Rusk etc. This activity is mostly concentrated in the unorganized
sector. Bread and biscuits constitute the largest segment of consumer foods with annual production
of around 4.00 million tones. Bread manufacturing is reserved for the small -scale sector. Out of the
total production of bread, 40% is produced in the organized sector and remaining 60% in the
unorganized sector, in the production of biscuits the share of unorganized sector is about 80%.
COMPANY PROFILE

Aachi Group was found in the year 1995 by Mr. A.D.Padmasingh Isaac, a first generation
entrepreneur with BBA and hailing from Nazareth in Tirunelveli District of Tamil Nadu.
Undoubtedly, Aachi has come to rule the kitchen today!

The Aachi Group comprises of the following companies.

Aachi Masala Foods Private Ltd

Aachi Spices & Foods Pvt Ltd
Aachi Special Foods Pvt Ltd

Aachi has become a household name because of its excellent quality products catering to the
common people. The product range is so wide that no household can afford to miss Aachi products
from its kitchen.

The success of Aachi can be attributed to the following: Excellent Quality products, Strong
resources & Marketing Network, Continuous market analysis and Survey of customer needs,
Standardization & upgradation of products as per international standards and Excellent Brand
Recall.

Aachi Group’s turnover has been increasing at CAGR of 30% over the last three years which
is higher than that of the national average of 15% for Food Processing Industries. AACHI’s
products reach the consumers through 4000 Agents and 12 Lakh Retailers. The product range is
classified to be 8 divisions for easy distribution. It is expected to strive the magical figure of
Rs.1200 Crores in turnover by March 2017!

“Aachi products are now available in USA, Canada, U.K, Belgium, Holland, France,
Denmark, Sweden, Switzerland, Germany, Australia, New Zealand, Republic of South Africa, D.R.
Congo, Kenya, Tanzania, Papua New Guinea, Mozambique, Mauritius, Seychelles, United Arab
Emirates, Qatar, Kuwait, Kingdom of Saudi Arabia, Lebanon, Sri Lanka, Maldives, Singapore,
Malaysia, Thailand, Korea and Japan.“
FOUNDER

MR. A. D. PADMASINGH ISAAC

CHAIRMAN & MANAGING DIRECTOR, AACHI GROUP OF COMPANIES, CHENNAI

A range of blended masalas adding an extraordinary flavour and taste to a million tongues is
what the (AACHI) MASALA KING crowns every ‘Queen of the Kitchen’ with. Aachi has made a
revolution in transforming freshly ground masalas into tasty food. Yes, Mr.Isaac has made the lives
of women easy in the kitchen and brought ripples of happiness and satisfaction to all in the family.

FAMILY BACKGROUND

He hails from a family that relied solely on agriculture in Nazareth with five siblings. The
sudden death of his father when Mr.Isaac was 12 years old did not stop him from facing life’s
challenges that lay before him. With the able support, guidance, love and untiring efforts of his
mother Mrs.Flora, he pursued his formal education as a Bachelor of Business Administration
(BBA). His mother’s aromatic cooking blended with her abundant love wove a magical spell on
him that gave him an idea to do something to make cooking a pleasure. Little did he realise that this
had laid a firm foundation in his mind to blossom as a successful entrepreneur at a later date.
CAREER PATH

Mr. Isaac started his career in Chennai as a Sales Officer in Godrej, and his crazy passion for
marketing helped him to get promoted as an Area Sales Manager soon, with a number of salesmen
reporting to him. His different marketing and selling skills made him not only achieve the targets,
but also exceed the same.  He saw every challenge and obstacle faced as an opportunity that could
be exploited. He took ownership of all his activities and emerged an ‘intrapreneur’ at Godrej, and
sold the company’s products with great pride as though they were his own. He developed new
selling strategies that helped him to create a promising career in Sales. The role and importance of
branding was a vital lesson he picked up during his employment tenure in Godrej. The lack of a
MBA qualification did not qualify him to promotions which made him revisit his decision to stay in
Godrej.

ENTREPRENEURIAL JOURNEY

His keen observation about market needs made him realise a serious gap for providing
customers with liquid blue to make white clothes look whiter. What then was the option of the
higher middle class and above, was made available to the common man too, thanks to his launching
of “Twinkle” liquid blue in small sachets, which was a runaway hit. This was his first step taken in
the path of entrepreneurship.
His wedding with Ms.Thelma who stood by him in his ups and downs in life, was a turning
point in his life. Her cooking style was influenced greatly by that of her mother-in-law Mrs.Flora,
who shared her yummy masala recipes with her young daughter-in-law.What made the cooking a
lengthy process was grinding masalas for every dish that was made. He always wondered why
women had to compromise between family and kitchen spending many valuable hours in cooking,
and realised that only a woman can cook food with an extra ingredient for her family and that is
love. He pondered on what would relieve them from the boredom of cooking and make it a happy
job.This thought process made him to grind masalas and blend them for every dish that could be
made. And that marked the beginning of his marathon masala journey.
Aachi was the brainchild of Mr.Isaac’s restlessness to create a place forhim in the masala
industry. The Aachi Kulambu Chilli Powder is the flagship product of Aachi that keeps the cash
counters ringing cheerfully with its domestic and export market, although it was a failure during its
product launch.His early morning walks played a main role for new product development and
manufacturing. He had a different way of walking down the road and doing a quick scan of the
dustbins to identify the consumption pattern of the neighbourhood, based on the empty product
covers thrown. This helpedhim to learn & study the food habits, product usage and preference of
people in that locality.

Extensive Market Outreach:

Aachi products are sold in more than twenty five States in India. The Aachi brand has nearly
200 products with over 700 Stock Keeping Units (SKUs) as in the beginning of 2016. There are
over 4000 exclusive sales agents and the brand is sold in over 12 Lakh retail outlets all over India.
The latest innovation in distribution with a view to serve small retailers in towns and villages
includes the establishment of the concept of Hawker Sales Distributors who would go all around
and sell Aachi brand of products in the remotest corners of markets across India. The project began
in April 2014 though, there are already around 700 such hawker sales agents distributing Aachi
brand of products in the markets. Within a span of 15 years, Aachi has emerged as the No.1 FMCG
Brand Pan India, with its impressive product line, and expectation to double performance in a
couple of years.

Co-creating Entrepreneurs:

The popular demand for Aachi products compelled him to reach the potential customers by
opening Aachi Model Shops, which handles the stocking and sales of the entire range of Aachi
Group products. The customer is thus able to choose from a range of products like masala powders,
pickles, cooking oil, packaged drinking water, toiletries and health products. Changing global
patterns of food production, international trade, technology, public expectations for health
production and many other related issues created a compelling need for food safety and quality
testing labs across nations. Aachi Model Shops is yet another form of creating employment and
entrepreneurship opportunities with those who have innate marketing skills.

STRATEGIC BRAND BUILDING

Converting Commodity into Brand:Chillies are the basic product used by Aachi in most of
the blended masala powders. Mr.Isaac believes in purchasing the raw material from the farmers and
wholesalers and help to convert various commodities into end products for direct consumption. His
product knowledge and interactions with the consumers give him an insight into diversifying his
masala product line to convert the chillies into different masalas, to make mouth-watering variety of
dishes.
 In cases where the manufacturing process is not cost effective, Aachi has the policy of
outsourcing it to the right people, without compromising on the quality of the products. This way,
he creates an opportunity for more people to join hands with him to deliver an affordable product
with good quality on one hand, and employment or entrepreneurship options for the parties
concerned.

Bringing happiness to families:

Mr.Isaac grew up watching his mother work hard in the kitchen for over 6 hours to make
tasty meals that appeal to the family. In the process, he understood that a good part of her quality
time was lost in the kitchen, especially in grinding masala to add aroma and flavour to the cooked
food. He also felt that a mother acts as the binding factor at home and it is necessary for her to
spend more time with the family, rather than working in the kitchen. This started a thought process
in him to ease the cooking process without compromising out on the flavour and taste. His
worthwhile contributions to making family life meaningful include the following:-
Womens’ work made easy:Unlike olden days, life demands today’s women to do mutli-
tasking. They necessarily need to be a miniature of Durga Devi with so many hands one with the
knife, baby, iron box, ladle, laptop, phone, etc.. She might let go of anything but not cooking. As
food is a craving that is unending in human beings, the tongue wants to taste something new and
different and definitely tasty. The range of Aachi masala products has made cooking very interesting
and innovative for every Indian woman. Hence the product-line included convenient masala blends
that could be used for preparing any curry or gravy on a common usage platform with the highest
taste. While the competitors focused on offering pure masalas, the brand Aachi carved its own place
in blended masalas to penetrate into every kitchen.

Farmer friendly Approach:

To re-instil the diminished confidence among farmers, Mr. Isaac has established direct links
with them and procures the basic raw materials thus doing away with the intermediaries who tend to
eat away the profit of the farmers. For eg: If we consider the manufacturing and conversion process
of the flagship product of the Aachi Group- Aachi Kulambu Chilli Powder, the entire process starts
with the procurement of chillies directly from the farmers. This way the farmers are able to
establish a straight contact with the buyer, and since the demand is throughout the year, the farmers
try to match them with a combination of alternative farming methods and coordination among
themselves. These alternate methods of farming help to improve the cultivation process to give a
rich and fruitful yield. Many more such agricultural produce such as pulses, millets and spices
including vegetables like mango, lemon, etc. are also directly procured systematically from farmers
across various regions in India. Similarly, with a role of middlemen being totally removed from the
picture, the prices are more profitable and help the farmers enjoy a better standard of living.

Capability to change Challenges into Opportunities:

His unique strength lay in taking ownership even when he was a Sales Officer. He played
the role of an intrapreneur and designed his own incentive and promotional schemes to upsell the
products. This lay the foundation for him to flourish as an entrepreneur in the later days. His
strategy was to target the rural market which houses several shops, to make the product a household
name. The tremendous response to the product motivated him to diversify his product line and
include newer masalas to it. His marketing strategy worked from the rural market to the urban
market, without any distinction between the lower, middle and upper class of potential customers. A
success strategy followed by Aachi to reach the low and middle income customer segment is the
introduction of all products in sachets priced at Rs 2, 5,10,20 and 50. This has helped all the classes
of customers to use his range of products without economic differentiation.

Transforming the Aachi Brand from Masalas to FMCG Food Products:

For a long time,Aachi as a brand has been known for Masalas. A clear product strategy to
includemany products in the Ready-to-Cook and Ready-to-Eat categories launched under the Aachi
brand has helped the brand get repositioned as a Food FMCG brand. The foremost among the food
products under the brand launched are the instant food mixes and products like Pickles, Jams, Ghee
which have become an instant success. These products give the brand the required edge to cater to
the Northern and eastern States of India as well.

Uniquely Tactical &Thematic Brand Communication:

The brand communication of Aachi is unique to the extent of clearly communicating to the
target audience at an appropriate time. No new product introduction begins with any big monetary
implications. The strategy is to go to market first with below-the-line promotions like Quantity
Purchase Schemes initially with the twin objective of achieving a reasonable level of distribution
and a good deal of shelf/string space in retail outlets (thus satisfying the primary customers who are
retailers)and then communicate with customers at large to create a pull. This helps the brand
communication result in good sales volume realization. Many advertisers begin with big media
communication during product launches and such big spends may spill by the wayside without sales
realization as product placement on the shelves would not have been achieved. Such spilled
advertisements would only help competitors grow. The advertising communication of Aachi has
gone a long way to establish the brand in consumer minds.

Commitment to Quality:

Scientific Food Testing Services (P) Ltd:The Scientific Food Testing Services (SFTS) is the
offshoot of such a need, with state-of-the-art technology and testing methods for following food
standards in terms of biological and chemical contents. His interest in serving society stood first in
his list of priorities. Providing employment opportunities to the rural folks through a system that
encourages direct purchase of produce from the farmers, is yet another CSR activity pursued by
him. This practice helps in doing away with the concept of middlemen who chew away a sizeable
chunk of the profits, otherwise available to the farmers.

Employment to destitute women:

In the Villages surrounding Chennai, Mr. Isaac noticed the suffering of many destitute
women. With minimal education and skills, these women were struggling to find any employment
to make their livelihood. With nature being subject to climate change in the form of floods or
drought, destitute rural women found it difficult to lead a decent living.
Their support for livelihood came in the form of employment in different establishments of
Aachi Group that did not call for specific job skills. In addition, a pick up and drop facility made by
the organization from the homes of these women, added a lot of comfort to their jobs. These
destitute women not only earned a decent pay at par with the best offered in the industry, but were
able to educate their children which was a dream until then. This education for the next generation
allowed them to get equipped with employable skills to bring about a meaningful change in their
futuristic lifestyle.

The Strategic Way of Saving Small Retailers in India:

Studies show that popular brands from multinational companies who operate in India in the
FMCG space offer retailers meager gross margins that are not good enough to make both ends meet
for the small retailer’s survival. Likewise, many FMCG organizations give retailers gross margins
that are much less than their percentage of their operating costs, posing again a threat of extinction
of small retailers in India. The operating cost of retailers is around 14%-16% of retail sales turnover
and the gross margins offered are to the tune of 8% to 10%. The Aachi brand’s strategic intent is to
make retailers not only survive but also grow and hence Aachi brand of products always offers more
than 20% gross margins to retailers.

PHILANTHROPIC ACTIVITIES

Mr.Isaac did not believe in just doing business and earning profits. He felt a pressing need to
give back to society and reach out to the poor and needy, leading to sustainable growth of the
economy. Some of his philanthropic initiatives include:-

ICI School:He took over an ailing school in Anna Nagar – ICI Matriculation School that educates
children who hail from a poor family of launderers, house maids, autorickshaw drivers, security
personnel and daily wages employees. As the Correspondent of the school he has helped to make
education affordable for this category of people too. The school has a record of having secured
100% pass results in the board exams, which is phenomenal keeping in mind the economic
background of the students.

Flora Clinic:Mr.Isaac started the Flora Clinic in Ayanambakkam, in memory of his beloved mother
who has helped in making him an entrepreneur of repute. This clinic was started with the intention
to serve the sick and needy on a free basis, who are not only his own employees, but also local
residents. A free consultation with an experienced medical practitioner and free distribution of
medicines has helped him to reduce the suffering of the ailing poor in that area.

Other Philanthropic Activities:His paternalistic care for his employees made him organise free
health camps for the blue collared employees in his factories and help them to overcome their
common health issues. Leading medical practitioners from different walks of medicine screened the
employees and also distributed free medicines for them.

An eye camp that was organised under his leadership has benefitted his poor sighted
employees and he distributed free spectacles for those whose vision could be rectified with its use.

A blood donation drive motivated his work force to donate blood for a noble and needy
cause, especially when it was spearheaded by his loving wife, Ms.Thelma.This motivated many
like- minded employees to follow suit, and has been incorporated as a HR policy.
His helping hand saw no rest when Chennai was hit by floods in November 2015. Food
packets were distributed to the grief stricken people, and the employees who lost their belongings
were given relief material by him, in an attempt to manage the situation.
To create awareness among the neighbourhood and employees, he initiated a drive to plant
around 250 saplings in Chennai. This attempt to save the ecology is yet another effort taken by him
to preserve the environment in addition to effective waste management in his manufacturing
processes. Aachi factories have a well-established effluent treatment plant that does not negatively
affect the environment, and conforms to the rules laid down by the government.

Contribution to Education: The Aachi Educational and Research Foundation (AERF) was
founded by Mr. Padmasingh Isaac to help people of all walks of life have access to quality
education. The Aachi Institute of Management & Entrepreneurial Development (AIMED) was the
first initiative in this direction, which helps the student community to focus on their skill set, fix and
chart out their career plan by offering quality education with assured employment facility. AIMED
always encourages an institution – industry interface that allows its students to interact with top
class professionals in different spheres of business activity to share their experiences and expertise.
Students from other institutions are also permitted to do their internship in Aachi Group of
Companies, and absorb those who are inclined to the practices and policies of Aachi.
REWARDS AND RECOGNITION
A number of awards have been showered upon Mr. Padmasingh Isaac for his multi-faceted business
acumen. The following are the key awards received by him recently.

LIST OF ACHIEVEMENTS
Name of the Award / Award
S.No Award Given For Year
Constituted by
1 National Award The Best Employer Award 2016
2 Most Influential Leader ERTC 2017
World Consulting & Research
3 Asia’s Most Promising Brands 2017
Corporation
4 Centennial Legacy Award Lions Clubs 2017
Fastest Growing Indian Company
5 International Achievers Conference 2016
Excellence Award
6 Confederation of Indian Industry CII – 5S Excellence Awards 2016
7 Export Excellence Award – FIEO Export Excellence Awards 2016
8 Fast 50 India’s Fastest Growing Brands 2016
9 WCRC Leaders Power Leaders 2016
10 The Brand Trust Report India’s Most Trusted Spice 2015
Mayan Awards (Vista India
11 Helping hand to Humanity 2015
Communications)
Indian Institute of Materials
12 Significant contribution to SCM field 2015
Management
13 Comniscient India’s Most Attractive Brand 2015
14 Corporation Bank Best Entrepreneur 2015
15 WCRC Leaders’ Summit 2014 Asia’s Fast Growing Marketing Brands 2014
16 ABK – AOTS DOSOKAI Sustenance Award 2014
17 Lions Club International World’s No.1 Masala Products 2014
18 TEA Award Best Spices “Aromatic Kings” Awards 2013
ABK – AOTS CDISSIA 5S Trophy and
19 ABK – AOTS DOSOKAI 2012
Certificate
20 Lions International Life Time Achievement Award 2012
21 FICCI Tamil Nadu State Council CSR Excellence Award 2012
22 MEGA TV Mega Women’s Award 2010
23 TIE Chennai Extreme Entrepreneur Award 2010
24 MEGA TV Trialblazers 2010
CERTIFICATIONS HELD BY AACHI GROUP OF COMPANIES

Mr.Isaac is committed to supply high quality food products to satisfy the expectations of
millions of customers globally through strict adherence to Food Safety Standards. Aachi products
are made under ISO and HACPT certification.

Most Aachi Products are packed at their own manufacturing units. To have control on
Quality and Food Safety Standards, Aachi relies on the CQAT. It is headed by a General Manager
having rich experience in Processing, Testing and Food Safety. CQAT has QA Analysis at each and
every manufacturing unit. CQAT Members are trained on HACCP. Consumer Affairs, Legal
Metrology, Packaging Technology, Six Sigma, 5S Tools, Global Food Safety Initiative (Conducted
by US AID) etc.

To comply with the Food Safety Management System (FSMS / ISO 22000:2005). All
Incoming Raw Materials and Packaging are tested for compliance to set specifications. All Product
flows are monitored on-line as part of Quality Assurance. Quality Analysts keep close vigil on
Process Flow for compliance to Standard Operating Procedures and Regulatory Issues.

CQAT monitors the on-going productions to fulfill the high quality expectations of Aachi.
CQAT recommends improvements in Process, Automation, Modernizing Present facilities and
implementing latest testing methodologies to check Food Adulterants, Quantity inherent properties
of Process Ingredients and Human Health Pathogens to the Top Management.

Vendor Audits are made to identify best suppliers of repute. Aachi CQAT bears the moral
responsibility in achieving the Vision and Quality Policy of Aachi. It strives hard to protect the
brand name ‘Aachi’ and secure its reputation.

AACHI’S VISION:

The future plans of Aachi Group are to contribute to the economic development of the
country by owning 1000 acres of land in a fertile village. Together with the Department of
Horticulture, Mr.Isaac is planning to bring about integrated farming in the selected village and take
up the cleaning and maintenance of water bodies like ponds that could act as sources of irrigation.
Creating awareness on and implementing drip irrigation as a water saving technique helps to keep
the farms fertile and also optimally use water sources. By establishing a factory there, the input will
be directly purchased from the farmers at a reasonable price, and provide ample job opportunities
for the localites. The effluents will be treated so that there will be no negative impact on the
environment. In the long run, this will lead to sustainable community development with the
guidance of the government.
Mr.Isaac sits as the following Boards/Committees:
1. Convenor, Agri Business & Food Processing Panel Committee, FICCI, Chennai.

2. Member, Academic Council Board, National Institute of Food Technology Entrepreneurship and
Management (NIFTEM), Haryana, Ministry of Food Processing Industries, Government of India.

3. Member, Academic Council Board, Indian Institute of Crop Processing Techonology (IICPT),
Tanjavur, Ministry of Food Processing Industries, Government of India.

Mr. Isaac’s vision is to make AACHI a common brand, Food related FMCG products in India akin
to WALMART in USA which outsources best products and markets them in its brand name.
Ultimately, the word AACHI, derived from the word ‘AATCHI’ in Tamil which means to rule,
AACHI will be the QUEEN OF ALL KITCHENS

MR. ASHWIN PANDIAN

EXECUTIVE DIRECTOR,
AACHI MASALA FOODS PVT. LTD. CHENNAI

“Mr. Ashwin Pandian is the elder son of Mrs & Mr. Isaac and he is the Executive Director
on the Board of Aachi Group of Companies and holds a B.Tech in Mechanical Engineering and
MBA –Marketing, from University of Toledo, College of Business and Innovation, Ohio. As a
student, he has won several accolades and was also recognised as the “Rising Star” of his batch.
An avid learner with a quest for knowledge, he is currently pursuing Post Graduate Diploma
from Indian Institute of Management (Bangalore), specialising in Family Managed Business. His
deep rooted passion for mechatronics, and belief in the power of mechanisation helped Aachi Group
to cut a winning edge over the competitors in business. He heads the procurement and production
functions of Aachi Group and was instrumental in commissioning and establishing the cold grinding
facility for blending of masalas and spices at Gummudipoondi plant (Chennai). This adds a feather
on the cap for Aachi to emerge a pioneer in implementing the state of art technology in masalas. He
is also causative for encouraging direct dealings with the farmers for the procurement of raw
materials thereby absolving the role of middlemen.

MR. ABISHEK ABRAHAM

EXECUTIVE DIRECTOR,
AACHI MASALA FOODS PVT. LTD. CHENNAI

“Mr. Abishek Abraham is the younger son of Mr & Mrs. Isaac and he is an Executive
Director on the Board of Aachi Group of companies and who holds a B.Tech in Food Process
Engineering and an MBA from S. P. Jain Institute of Management & Research, Mumbai. He has
specialized in Entrepreneurship and Management of Family Managed Businesses in his MBA.

His academic pursuit in Family Manage business was the offshoot of his observation of
phenomenal growth of Aachi. What initially started as a curiosity has spread wide to encompass
several functional aspects of business. His passion for marketing has driven him to nurture the
Research & Development activities; New Product Development; Sales and Marketing and
Commercial activities of Aachi Group.
FACTORY

The manufacturing facility of Aachi is located at Keel Ayyanabakkam, 15 km from Chennai

city. It has a manufacturing capacity of 120 metric tonnes of spice powders and spice mixes per day.
The products manufactured at this factory, have an edge over any other, on account of the following
criteria.

Equipments with stae-of-the-art technology

Hygienic work place
Highly Qualified Technical Staff
Relentless Product and Process improvement

R&D
A dedicated Research & Development Team is involved in developing new products as
indicated by the market demand patterns. A central lab is operates at Nazareth Foods Private
Limited which is well equipped to analyze all food samples. A team of experienced Food
Technologists are involved in New product development as well as in Product Improvement.

The R & D Team coordinates with manufacturing units in developing New products,
Packaging material, Food labelling, Product shelf life and suitability of new products for human
consumption.

The R & D Team is actively engaged at all times with government organizations like CFTRI
Mysore, Spice Board, DFRL, CIPET, IIP, BIS etc. for product development.
PROCESS

High Quality raw materials are sourced from all over the country through company
approved suppliers. For instance, chillies are sourced from Guntur, Turmeric from Erode, Coriander
from Rajasthan, Pepper and Cardammom from Munnar, Cumin and Mustard from Madhya pradesh
and so on.

The Quality Checked raw materials are taken to production floor for further processing. All
the spices are cleaned and roasted at high temperatures to enhance flavour and to ensure food safety.
Roasted spices are blended as per the standard formulation and then powdered and packed. The
quality personal ensure the process as per the standard operating procedures.

The spices and spice mix powders are packed in automatic packing machines as per the
market demand. Packs are ensured to be tamper proof and sturdy enough to retain the aroma and
flavour till consumption.

The dispatch is done with the company’s own trucks to ensure prompt supply to distribution
channels. The distribution is ably supported by an active sales team, which is monitored directly by
the Founder and Chairman. With an efficient distribution and marketing network across the country,
Aachi is able to satisfy the market demands quickly.

The entire process is governed by the Food Safety Management System with ISO 9001 :
2008 Certification.
QUALITY

Building on scientific know-how and experience, Aachi has strengthened its position as one
of the leading food processors in India and around the globe. Aachi Masala is committed to offer
safe products to customers and develop a motivated team with a deep concern for environment and
personal safety.

Some of the Best Quality practices at Aachi:

Adoption of Good Manufacturing Practices
Adherence to strict personal hygiene practices
Validated Cleaning and Disinfection procedures
Process Control systems through HACCP
Farm-to-plate tracking of food through traceability coding
Control of potent micro-organisms through pest proof manufacturing facilities

STAFFS
Aachi has provided employment to several hundreds of women and a significant number of
physically challenged persons. About 5000 families rely on AACHI and 20,000 individuals earn
their livelihood because of Aachi!
Aachi has undertaken Rural Rejuvenation Program jointly with Isha Foundation. Mr. Isaac
also has plans to start a Micro Finance Institution with the support of generous overseas lending
agencies. This is expected to meet the credit requirements of the wide network of Retail outlets
numbering over a million! There are also plans to set up Aachi Institute of Retail Management to
meet Aachi Group’s manpower requirement. An Aachi School of Business Management is also
being planned to develop eminent entrepreneurs.
PRODUCTS
The company, which has produced some items in curry powder at first, is now producing
and distributing a wide range of products including the pickles. The amiable labour management
relationship has helped to grow a dedicated labour culture in the company. The growth of our
products depends by its good quality.
The recognition from the public is the best achievement of our firm . The Supernova has well
established itself in the market due to its high quality. The inspiration from this recognition has
leaded the company in the production of other products also. We can assure that we are vowed to
care in obtaining more and more good qualities for our products. The important products of the
company are the following: -
 Cut mango pickle
 Gooseberry pickle
 Mixed pickle
 Ginger pickle
 Bitter guard pickle
 Green chill y pickle
 Mango curry
 Sambar powder
 Chicken masala
 Chill y powder
 Turmeric powder
 Meat masala
 Pepper powder
 Fish masals

DEPARTMENT PROFILE
 Supernova has the effort of a lot of efficient departments behind its success in the food
processing field. The main departments of Supernova are:
 PRODUCTION DEPARTMENT
 FINANCE DEPARTMENT
 MARKETING DEPARTMENT
 HUMAN RESOURCE DEPARTMENT
Sales promotion for the product
Company has very good sales promotion activities for increasing sales of the products. The
important one is advertisement. Advertisement is the key word to the successful of the product in
each and every company. It makes the knowledge about the products and services.
Supernova used advertisement as to direct per assuasive communication to target buyers and the
public. It consists of all activities involved in presenting a group of non personnel oral or verbal op
enl y sponsored message regarding product and services or idea
Different type of advertisement tools used by the company are print, bored and casting. It includes
the following: -
 Magazine
 News paper
 Radio
 TV
 Outdoor displays

Advertisement copy includes broadly elements verbal and visual which are to be included in the
finished advertisement copy. Its main purpose is to attract attention, arose curiosity and these by
further reading. It presents message or appeal in gist at glance.
The main objective of the company through advertising is the following: -
 To support personnel selling
 For improving dealer relation
 To outer a new graphic market
 To reach product to the remote people