EXECUTIVE SUMMARY Kamdhenu Ispat Limited, established in the year 1994, is one of the largest manufacturer of international quality

Steel Bars in India. The companys product portfolio comprises reinforcement Steel Bar (TMT/HSD), structural steel (angle, beam, channel and flat), binding wire (Kamdhenu Wirebond), plywood, housing projects (Kamdhenu Homez) and UPVC windows and doors and the recently added product portfolio of Kamdhenu paintsColor Dreamz Due to their various consumer awareness campaign, their product was very well accepted by the consumer. They have three known concepts in this franchisee business model. They provide 100% technological support to their franchising units, wherein they provide the complete quality management systems, quality teams. They also provide 100% marketing support. And thirdly, they also allow them to use their brand name Kamdhenu, in their products. Whatever proceeds come from this affiliation, the manufacturers get to keep 80%, while passing on 20% to their company as royalty. Now, from that one single unit, they now have 59 units in total 57 in India and 2 in Nepal. The construction industry is growing at 12-15% annually. Kamdhenu aims to become one-stop solution provider in infrastructure and construction sector of India. They focus mainly on construction sector having different products, but they are looking forward to make it into FMCG model starting with cow-milk, butter and then moving to mineral water also. For Kamdhenu, more franchisee units means increase in market share. It also helps in improvement of brand equity without investing in manufacturing activity. Since they have these units located in different parts of the country, they save on transportation costs and time. Inventory control for construction sector is also very important and these units make it easier to provide quick delivery of products to the consumers. Also in the future, services will be in major demand, and these units will surely come in handy. The sheer volume generated by all units put together gives us more bargaining power.

For their franchisee units, the most important benefit is in the form of expertise and experience that they provide for running their business efficiently. They also benefit by getting a ready platform in the niche market by affiliating with us. The franchisee units get to leverage the brand Kamdhenu for the manufactured products, which in turn gives them access to the already in place nationwide Kamdhenu marketing network. These are some of the many benefits that franchisee units reap by being affiliated to Kamdhenu. Besides SAIL & TATA Steel, Kamdhenu is the only brand with a strong presence nationwide. While there are regional players across the countries, who manufacture local brands; none of them can match the quality of products that come from the house of Kamdhenu. They always strive to provide best quality at a very reasonable price. So the quality of their products is as good as TATA Steel, and they keep their prices Rs 5000-6000 a ton than them. They have all types of customers starting from single home-builder, professional builders, corporate builders like DLF, GMR, Ansals, etc, as well as government authorities such as NHAI, Railways, Airports, etc.

INTRODUCTION The India steel industry is one of the major industries in India and the Indian government plays a very important role in the development of the steel industry in India. The India steel industry is experiencing a slow but steady growth. The steel industry in India has huge scopes in the future with massive scale of infrastructural development happening all across the country. The India steel industry caters to many other industrial sectors such as construction industry, mining industry, transportation industry, automobile industry, engineering industry, chemical industry, etc. The India steel industry has further plans of development. Plans are being chalked out for setting up of 3 pig iron manufacturing units of a combined capacity of 6 lakh tons per year and a steel manufacturing unit of the capacity of producing 1 million tons yearly in West Bengal, with the technical and financial support of China. With all these developments, India steel industry is all set to become one of the most reputed industries not only in India but also in the international market. The different steel manufacturing plants under the India steel industry: Integrated steel plants 1. Durgapur steel plant (DSP) in West Bengal 2. Bhilai steel plant (BSP) in Chhattisgarh 3. Bokaro steel plant (BSL) in Jharkhand 4. Rourkela steel plant (RSP) in Orissa Special steel plants 5. Alloy steels plants (ASP) in West Bengal 6. Visvesvaraya iron and steel plant (VISL) in Karnataka 7. Salem steel plant (SSP) in Tamil Nadu

Subsidiaries 8. Indian iron and steel company (IISCO) in West Bengal 9. Bhilai oxygen limited (BOL) in New Delhi 10. Maharashtra Elektrosmelt limited (MEL) in Maharashtra Others major steel producers

11. Tata iron and steel corporation ltd (TISCO) 12. Essar steel 13. Jindal Vijaynagar steels ltd 14. Ispat industries ltd 15. Jindal strips ltd 16. Mahindra Ugine steel company ltd 17. JISCO 18. Lloyds steel industries ltd 19. Electro steel castings ltd 20. Saw Pipes 21. Uttam steels ltd 22. Mukand ltd 23. Tata SSL ltd 24. Usha Ispat ltd 25. Kalyani steel ltd

COMPANY PROFILE

Every success story has a humble beginning, so was ours. This story of hard work and success started in the year 1995 where a creative young individual started work in a production unit and instigated this expedition into India's steel sector with a single reinforcement steel bars manufacturing business at Bhiwadi in Rajasthan. The hard slog and uphill struggle soon, within the flashes of year brought the journey to a milestone with Kamdhenu Ispat Ltd., where the business took shape of a company of towering reputation, in the Indian Steel market. What started as a single manufacturing unit has now twigged into above 40 taut manufacturing units across the country as a leading steel manufacturers and the string seems to be getting longer. KIL has in its list of manufacturing, a diverse range of manufacturing products including Reinforcement steel Bars (TMT/HSD), Structural steels (Channels, Angles, Beams & flats) Binding Wire, Housing, PVC Pipes, Plywood, Paints and many more. In the last few years the company has grown from one of them to one of the best, and has been making dynamic progress with an intention of growing bigger but together. Leaders are not born overnight. It requires a consistent performance and value based delivery. Kamdhenu has broken new grounds with products and solutions that are global, innovative and sustainable. Kamdhenu Ispat Limited, the largest manufacturer of international quality Steel Bars in India, is the first company to get the prestigious ISO 9001:2000 certifications. KAMDHENU, the brand name that reverbs of strength, durability and dependence has registered the utmost brand recall in the construction industry. Kamdhenu Ispat

Limited now manufactures reinforced steel bars- TMT, CTD & SS, under the same brand. The company believes that evolution and revolution is the edifice on which their accomplishment stands. This is evident in its ambitious growth plan through integration of decentralized production bases by strategic alliances, the first company to realize the potential of franchised manufacturing and acquisition of fragmented manufacturing units at regional levels all over the country. Kamdhenu Ispat Limited uses the latest CRM Belgium technology to manufacture its string of products- CID bars, TMT bars, TMT-Gal bars and Stainless steel in a flattering time of 18 seconds against 52 seconds of others. The manufacturing plants are fully automated for hot rolling and fine twisting techniques and use proper quenching processes for TMT technology. Kamdhenu Ispat Limited prides in its highly efficient marketing team with innovative and out of the box ideas to think ahead of the time and turn challenges into opportunities. The company has its centralized marketing office at Gurgaon backed with a committed chain of over 2500 dealers and distributors spread across the entire country. The company has been consistently creating better brand awareness of its products, which now enjoy a comprehensive reach across the country. Kamdhenus focussed marketing strategies have catapulted it to enjoy a price premium for Kamdhenu brand products over non-branded products in the market. In line with its philosophy to have a well oiled and informed marketing network, the company publishes in-house news journal Ispat Sandesh, both in Hindi & English for binding the Kamdhenu fraternity into a family.

Kamdhenu Ispat ltd. is setting new benchmarks in construction industry and is ready to explore the new horizons with strong commitment to contribute to the nation building. The Kamdhenu Group Derives inspiration from the legendary provider Kamdhenu of Hindu mythology. The Group has grown considerably from a simple set-up half a century ago to a well- established group of companies now, involved in diverse fields including high quality steel bars. Kamdhenu Ispat ltd. Is one of the largest manufacturers of the international quality reinforced steel bars, using automatic German technology, in India. With a decade long experience in the construction business the company is a strict adherent to NOCOMPROMISE ON QUALITY. An ISO- 9001: 2000 certified company by ABN quality Evaluation system USA, KIL manufactures reinforced steel bars (TMT & HSD) which have become synonymous for strength and durability and are used in the construction of multistoried buildings, dams, flyovers and power plants. With its strategic policy of expanding its production base through tie- ups and take over, KIL has under its aegis a total of 20 manufacturing units with the main production unit situated at Bhiwadi ( Rajasthan) and the rest 19 franchisee units spread across the nation. These franchisee units are located in Jammu & Kashmir, Himachal Pradesh, Punjab, Uttaranchal, Uttar Pradesh, Meghalaya, Assam, Jharkhand, Bihar, West Bengal, Orissa, Andhra Pradesh, Karnataka, Tamil Nadu, Goa, Maharashtra and Gujarat. The products thus produced are being marketed by a well- coordinated pool of distributors, dealers and stockyards apread across the nation. Kamdhenu Ispat Ltd. has an efficient team of engineers, Scientists, technicians and dedicated staff in various departments who work under the valuable guidance of Mr. Satish Agarwal and Chairman and managing director, Mr. Pradeep Agarwal, Mr. Sunil Agarwal and Mr. Saurav Agarwal, whole time directors for the company. Kamdhenu Ispat Ltd. has taken the initiative to exploit the vast opportunity in the cement, stainless steel water pipes, and Plaster of the Paris (POP) markets. With more than 10 years of experience the company is setting up new benchmark in reinforcement bars markets.

Group Profile The Kamdhenu derives inspiration from the legendary Kamdhenu in Hindu mythology, who used to fulfill all aspirations of the people. The Company has grown considerably from a small industrial set-up half a century ago to one of the popular names in steel industry, involved in diverse fields including high quality steel bars. Kamdhenu Ispat Limited, a flagship company of Kamdhenu Group is the Indian reinforcement bars manufacturing company to receive the prestigious ISO-9001:2000 by ABN Quality Evaluation system, USA. Kamdhenu has emerged as the largest rebar manufacturing group with 20 modern technology plants, located at: 2 at Rajasthan, 2 at Punjab, 2 at Uttar Pradesh, 2 at Goa, 1 at Madhya Pradesh, 1 at West Bengal, 1 at Himachal Pradesh, 1 at Gujarat, 1 at J&K, 1 at Bihar, 1 at Jharkhand, 1 at New Delhi, 1 at Assam, 1 at Chennai and 1 at TamilNadu. Kamdhenu Ispat Limited consists of 20 Associate units manufacturing Kamdhenu National Brand KIL Brand T.M.T/HSD Bars in different parts of the country under licensing use agreement to fulfill the requirement in all parts of the country. The products conform to almost all major International Standards and find wide usage in the construction of multistoried buildings, dams, bridges, flyovers and power plants as a basic reinforcement material. 'No Compromise On quality Stand' has also helped the group to earn the confidence and loyalty of its consumers. To ensure regular availability of Kamdhenu reinforcement bars, the company has established a network of 1750 dealers and distributors in the various states of India. The Group is expanding its enterprise at a remarkable growth rate. Backed by high visionary directors, the group is setting new benchmarks and marching forward with determined steps and focused target

Mission and Quality Policy Vision Kamdhenu aims at decentralization of the production base by strategic tie-up/ takeover of unbranded manufacturing units all over the country and convert the same into Kamdhenu Brand through technological up-gradation, implementation of Quality Management System and effective distribution through wide spread sale depot network. Kamdhenu Ispat Ltd Plans include diversification of its business to the production of Cement, Stainless steel Pipes and tubes and Plaster of Paris, so as to provide diversified and quality products to the customers under the single brand name. Back home, the company is brooding over increasing public participation in its management via public, which is the backbone of the entity. Simultaneously efforts would be made to create consumer awareness for quality construction steel and adopt the policy of Best Quality Best Price. Quality Control Measures: Online Optical Pyrometer Computerized control of TMT production line Motorized actuator valve Continuous study of microscopic structure Tests of Kamdhenu Tempcore TMT Fe-415, Fe-500 & Fe-550 grade bars at Govt. of Indias Ministry of steels National Institute of Secondary Steel Technology, Punjab revealed that these bars are very higher strain & corrosion resistance, lesser crack width in concrete compared to CTD bars. 12% saving in axially loaded columns, 8% in universal bending of columns and 3 to 7% in doubly reinforced beam is expected, if this bar is used.

Industry Served

Aerospace They specialize in producing special steel and alloy steel for critical applications in aerospace industry. These alloy steel products are available in different grades, material compositions and sizes based on the requirements of the customers. Their space steel alloys are specially designed for higher strength and still are light in weight. Nuclear Power High strength steel plates are used in the nuclear power plants and engineering. They offer nuclear power grade steel, which are perfect for the manufacturing of nuclear reactors and other pressure vessels exposed to irradiation. Based on the requirement of the industry, we produce steel with features like increased toughness and weldability. Petro Chemicals Steel has been the most preferred metal in the petrochemical industry due its ability to withstand extreme pressure levels and are highly corrosion resistant. They offer alloy steel products in different grades to fulfill the specific application requirements of the industry. Their standard alloy steel products can be used to form high strength pipelines, steel catenary risers, top tension risers, threaded components, liquefied natural gas containers, pressurized liquefied natural gas containers, deep water oil drill strings, riser/casing joints and well-head equipment. Besides, we also manufacture steel, which are specially designed for oil and gas pipelines.

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Cutting Tools Steel alloy is extensively used in the tooling industry because of the properties like hardness, resistance to abrasion, ability to hold cutting edge and their resistance to deformation at elevated temperatures (red-hardness). These steel alloys are produced under careful and strictly controlled conditions to fulfill the special requirement of the industry. Tool steels can be made in a number of grades for different applications.

INFRASTRUCTURE They posses world-class facilities for melting, rolling, finishing, heat treatment and galvanization of different grades of steel. The advanced manufacturing facilities enable them to execute bulk orders within the stipulated time frame. They also have their own captive power plant that provides uninterrupted power supply for consistent production process. Since, product quality is the core of the company, they have inhouse laboratory equipped with comprehensive testing and inspection facilities. All the products like alloy steel rounds can be tested on different chemical as well physical parameters to ensure that that they comply with International standards. Facilities include the following: Conditioning Facility
o

66 KV Sub Station
o

Finishing & Heat Treatment

Auto ingot grinding machineries

Continuous supply of power

Visual inspection Bar Grinding Pickling Furnace for soft annealing with temperature controls

Regular servicing for zero break down

Series of swing grinders

Finish in laddle hot-top material

Normalising Annealing/spherodised annealing for cold forging

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o o

Bar straightening machines Mechanized inspection and conditioning stations

CLENTELE They believe that total customer satisfaction is the key to continued success in the in the competitive business arena. Hence, they are committed to maintain world-class quality standards, efficient delivery schedules and competitive prices. Their esteemed customers have always appreciated their efforts to achieve excellence. And as a result, they get repeat orders from our clients and the list boasts of corporate names, which are market leaders in their respective fields of operations A testimony to the product quality and their efficient services.

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To name a few, their major clients include corporate names, which are listed below.

Munish Forging Hero Group Ashok Leyland Escorts Him Techno Atlas Avon Cycles Nava Sara PTL GNA Maruti Suzuki TATA Motors

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RESEARCH & DEVELOPMENT Their Research and Development (R&D) department has played a pivotal role in retaining and consolidating company's leadership position in steel industry by continuous up gradation of quality, process and services. Their team of dedicated researchers come up with innovative ideas to design and develop cost-effective products. Recently, we have developed die blocks in different sizes for the forging industry. Their team of researchers keep themselves abreast with latest development in the international market and upgrade products accordingly. In addition, the research wing closely interacts with reputed national and international laboratories/scientific institution/universities to avail expert services for critical investigation. They ensure that all the innovative research shall be aligned to the technological initiatives necessary to evolve and fulfill the overall business objectives of the company. Tasks undertaken by R&D department Designing and developments of high value products Up-gradation of existing products. Cost reduction by process development, optimization and refinement. Technology up-gradation to increase productivity. Receiving feedback from clients to access further scope of improvement Latest R & D Kamdhenu applies Micro Structure Analysis, the second Indian company to do so after Tata Steel. The process helps in determining better quality monitoring of the different layers of the TMT bars at the micro level, producing strong & flexible products. Product Profile Kamdhenu Ispat Limited is on diversification mode. With an objective to become a complete infrastructural solution provider, the company has widened its product

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portfolio and thus besides producing reinforced steel bars the company has ventured in other infrastructural segments as: Kamdhenu Cement Kamdhenu SS pipes and fittings Kamdhenu POP 1. HSD Bars High Strength Deformed Bars (HSD) have high strength and stress proof, and are produced by high speed rolling and precision cold twisting. Features of HSD Bars:

Higher fatigue strength. 100% weld ability. Satisfactory malleability. Suitable for both compression and tension reinforcement. Minimum weight and maximum strength, thus economical.

2. TMT Galvanized Bars In order to enhance the corrosion resistance of TMT bars, Kamdhenu conducted extensive R&D for the galvanization of these bars. The company has the wherewithal of the commercial production of Gal bars. Features of TMT Galvanized Bars:

Superior resistance to atmospheric & marine corrosion. Enhanced strength combined with high ductility. Good weldability and no strength loss at welded joints. High thermal resistance. Easy to work due to its better ductility and malleability. Saving in steel

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3. TMT Bars Kamdhenu Tempcore TMT bars are thermo-mechanically-treated through leading world technology for high yield strength. Tempcore bar is an advanced high strengthreinforcing bar made by a unique mill heat treatment process developed by Centre de Recherch Metallurgiques (CRM) in Belgium in the early seventies to produce a combination of physical properties tailor made for the building and construction Industries. Its inventors CRM, independent European authorities, have subjected Tempcore bar to comprehensive and extensive testing programmers. The important feature of TMT bars is enormous cost saving in construction resulting from drastic reduction in quality. This is possible practically in all types of RC constructions. The process involves rapid quenching of hot bars through a series of water jets after they come out of the last rolling mill stand. The bars are cooled, allowing the core and surface temperatures to equalize. The bar core cools down slowly to turn into a ferrlite-pearlite aggregate. Strength of the bars is carefully controlled by optimizing the water pressure for their pearlitic core and tough surface of tempered marten site, thereby providing an optimum combination of high strength, ductility and toughness. This product is used widely in general purpose concrete reinforcement structures, bridges and flyovers, dams, thermal and hydel power plants, industrial structures, high rise buildings, under group platforms in metro railway and rapid transport system. Features of TMT Bars:

Enhanced strength combined with high ductility. Thermal and earthquake resistance. Good weld ability and no loss of strength at welded joints. Higher thermal resistance. Easy working at site owing to better ductility and malleability. Saving in steel. Superior Bend ability compared to conventional HSD Bar.

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4. SS Bars (Future Product) Steel reinforcement bar in RCC are subject to corrosion, specially in coastal and high humidity areas. Stainless steel bars offer a solution to corrosion in reinforcement concrete structures which help achieve a design life of 80 to 120 years. R&D for the manufacture of Stainless Steel bars has yielded the desired technical parameters. Features of SS Bars :

Good high and low temperature tensile/yield strengths to match or exceed carbon steel. Inherently good corrosion resistance, especially from chlorides in marine environment. No cathodic protection needed. High thermal resistance. Easy to work with owing to better ductility and malleability. Saving in steel

Kamdhenu Cement

4 Units at Varanasi, Himachal Pradesh and Ludhiana are manufacturing Kamdhenu Brand Cement 43 grade OPC & 53 Grade PPC. Suitable for RCC construction activities.

Group Plants Kamdhenu Ispat Group is well-equipped with 20 modern technology Plants for manufacturing TMT/H 1. Ashiana Ispat limited, Bhiwadi (Rajasthan) 2. Bansiwala Iron & Steel Rolling Mills, Ajmer (Rajasthan) 3. Supreme Alloys (P) Ltd., Ghaziabad (U.P.) 4. Radhey Ispat (P) Ltd., Kanpur (U.P.) 17

5. Nalagarh Steel rolling Mills (P) Ltd., Nalagarh (H.P.) 6. Aar Kay Industries, Mandi Gobindgarh (Punjab) 7. Manwani Industries Ltd., Indore (M.P.) 8. Him alloys (P) limited. , New Delhi 9. Neelkanth Concast (P) Ltd., Gujarat 10. Jhelum Industries, Jammu (J & K) 11. Kundil Ispat limited, Goa 12. Kundil Rolling Mills (P) Ltd., Goa 13. Durga pur Steels Limited, Durga pur (West Bengal) 14. Dadi Ji Steels Ltd., Patna (Bihar) 15. Hanuman Alloys (P) Ltd., Bokaro City (Jharkhand) 16. ARS Metals Pvt. Ltd., Chennai 17. Fortune Metal (P) limited, Mandi Gobindgarh (Punjab) 18. Meghalaya Steel (P) Limited, Guwahati (Assam) 19. Kali Metal (P) limited, Hosur (Tamil Nadu) 20. Binju Metal & Alloys Industries (P) Limited, Hydrabad 21. Trinayani cement (Pvt.) Ltd. (Cement) 22. M/s.Pangli Cement company (Pvt.)(Cement) 23. M/s A.S Cement Industries (H.P) 24. M/s Asain Cement (H.P) 25. Kamdhenu Industries Limited (S.S Pipe & Tubes), New Delhi 26. Devendra Singh (PoP), New Delhi

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All The Associate plants are based on upgraded automatic German technology. (With a rolling time of just 18 seconds). The range of products for HSD bars includes Cold Twisted Deformed (CTD) bars, Thermo-mechanically-treated (TMT) Bars, Galvanized thermo-mechanically-treated (TMT Gal.) bars and Stainless Steel (SS) bars. All the plants are well equipped with fully automated hot rolling and precision twisting techniques. Latest TMCP/ technology based on extensive R&D by engineers and technical staff has been adopted for the manufacture of TMT bars. Highlights of Group Plants: Technology Upgraded High Speed German Technology for HSD Bars. Technology CRM, Belgium for TMT Bars. Range Of Product CTD & Tmt Bars (8mm To 32mm). Advance Labs with Spectrometer for Quality Control. List of Distributors 1750 Sales Depot & Distributors in the following states:

Haryana Rajasthan Punjab Himachal Pradesh Madhya Pradesh Maharastra West Bengal Jammu & Kashmir Gujarat 19

Jharkhand Assam, Nagaland & Arunachal Pradesh, Meghalay, Tripura, Mizoram, Manipur Bihar Tamil Nadu Karnataka Goa Kerala Pondichery

Competitors Tata steel Vizag steel RINL SAIL AMBA RATHI KVS

Achievements and Awards The prosperity and high customer satisfaction endorse Kamdhenu's market success. To give our clients long-term guarantee, it becomes our duty to ensure our customer's success in a highly competitive environment, by supplying correct material with the exact specifications, and at the right time. Kamdhenu has received numerous awards and recognitions from the Government of India and other bodies. Achievements

Largest Rebar manufacturing group. International quality

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Awards

Udyog Ratan Award Udyog Patra Award Rajat Jayanti Udyog Jyoti Award

Marketing department

Chief marketing manager Marketing Director Vice President General Manager

Assistant General Manager Operational head

Area sales manager

Figure: Marketing Department

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System followed by the Marketing department for booking Open market

Dealer Network

Distributor Marketing Department Booking Department Dispatch Department

Figure: Order executive system In Kamdhenu the order execution take place according to the above diagram in detail to explain first step is in the open market i.e. the customer enquiry the rates as the rate of the product differ day to day according to the market situation. The rates are enquired through the dealers and they are also informed about the quantity required their customers. The information is past to the distributors so that they can enquire from the marketing department about the requirements. Later the information is pasted to the booking department if the requirement is available the order is been accepted and the product is sent to the dispatch department after it is dispatched the order is completed.

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SWOT ANALYSIS

Internal Assessment of the Organization

Strengths

Weaknesses

SWOT Analysis

Opportunities

Threats

External Assessment of the Organization

STRENGTHS & WEAKNESSES - These are internal factor to business. OPPORTUNITIES & THREATS - These are external factors to the business, but within the same market (looking at the market in relation to competitors). The logic behind the SWOT analysis is that by first looking at your business, you already have a set of strengths which you need to maintain, but by identifying weaknesses you can address them and move them into strengths. The same applies to opportunities, in the sense that by identifying threats you can work to reduce them as far as possible. In Kamdhenu we can see that the strengths are very high when compared to their weaknesses. The weaknesses are very few and the company is trying hard to overcome there weaknesses. The company also has a large number of opportunities

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which need to be capitalized effectively and efficiently. On the other hand it also has a number of threats from the external assessment of the organization. SWOT analysis on Kamdhenu Ispat Limited Kamdhenu deals with TMT saria. Strengths of Kamdhenu Ispat limited are T.M.T Saria is a special type of saria manufactured using latest technologies. This high quality saria is manufactured using most advance technology of 21st century called Thermo Mechanical Treatment. It can be used for all type of construction works ranging like buildings to dams. It is economical because of its 20% more strength. It is earth quake resistant because of its high tensile strength and flexibility. It is less affected by rust. It has more strength to sustain fire. It has 4% less weight per meter than normal that makes it economical It does not peel off the skin while working with it. Goodwill of the company based on the quality as per ISI, policies, networking, consistency supply. Consumer- Kamdhenu has wide ranging market wise dedicated consumer on Kamdhenu brand who are selling, marketing, branding, promoting. Kamdhenu brand and awareness consistently to achieve. It is a promising brand. Weaknesses of Kamdhenu Ispat limited are Consistency of raw material supply- no proper supply of the raw materials which led to stoppage in the production Rate fluctuation in the market price Competitors is the major weakness because any company has to meet the selling of the competitors Opportunity available for Kamdhenu Ispat limited

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 In product manufactures of reinforcement bar for construction there is a wide demand of this product, having a short supply of market and also scope of develop new market to reach the Kamdhenu brand quality steel to the consumer as there is a good demand of good quality steel. With the wide ranging consumer holding in the market in steel trading company has formed are diversified market opportunity for other quality like Plaster of Paris ( POP), cement, stainless steel, sanitary fitting and so many other products in the fold. Threats faced by Kamdhenu Ispat limited Duplicate TMT saria are very much available in the market from local manufacture who apply water on cheep saria during production to make them look like TMT saria which affect the brand. Fluctuation in prices of raw materials. Rate Fluctuation in the major construction product like cement, bricks affect the market of the TMT. No standard product.

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KEY MARKETING INITIATIVE Kamdhenu Ispat Ltd. has been pioneers in this revolutionary concept of Franchisee Model having achieved resounding success in the middle tier steel segment on regional front. After studying the market trends and identifying the companies manufacturing steel products, Kamdhenu Ispat Ltd. offers them its brand name and assists in technology, quality consistency and marketing of Kamdhenu brand of products. This mode of concept serves dual purpose. The franchisee units benefit a lot by availing Kamdhenus brand premium and strong marketing network. While Kamdhenu Ispat Ltd. benefits from the royalty that gets from these franchisees for using its brand name. The model also gives a unique identity to the franchisee units and helps them in leveraging their level of operations and quality to sustain well amidst rising competition in the steel sector. And ultimately it also benefits the customer, who gains the most by getting top quality products at the most effective prices. The new Franchisee Model adopted by Kamdhenu Ispat Ltd. is really changing the way its partners do business regionally. The trusted name of Kamdhenu Ispat Ltd. is spelling a new tale of success by leveraging their facilities to perform on a far improved level and thus bringing in more productivity in their day-to-day operations. BENEFITS TO FRANCHISEES This alliance provides the franchisee units with Kamdhenu Ispat Ltd. expertise and experience for an efficient business. A ready platform in the niche market giving a facelift to this unorganised sector/new enterprises. Kamdhenu Ispat Ltd. brand leverage to the franchisee units is also immense. It also gives them access to Kamdhenu Ispat Ltd. nationwide marketing network.

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 They can avail Kamdhenu Ispat Ltd quality assurance and technological expertise. They also get assistance of Kamdhenu Ispat Ltd. centralised promotion support. Kamdhenu Ispat Ltd. wider presence helps them an easy & fast availability of bank funding. While the Franchisees gain a lot from the Franchisee Model, Kamdhenu Ispat Ltd. on the other hand also benefits in terms of increased brand presence, increased income earned from Loyalty and also a wider distribution network that eases stocking at regional centres. ADVANTAGE TO KAMDHENU More franchisee units result in increasing of market share and improvement of brand equity without investing in manufacturing activity, for Kamdhenu Ispat Ltd. The franchisee units also ensure quick delivery of products to the consumers. Kamdhenu Ispat Ltd. is also benefited by efficient handling of large volumes, which ultimately adds to its bargaining power. Kamdhenu Ispat Ltd. has a better brand presence due to easy availability of product in all parts of the country. Kamdhenu Ispat Ltd. profitability increases as revenues enhance from royalty earned from franchisee units. Kamdhenu Ispat Ltd. also enjoys more savings on transportation costs and faster product delivery due to decentralised manufacturing network. THE STOCKYARD MODEL The stockyard model adopted by Kamdhenu Ispat Ltd. is also a step towards achieving more de-centralization in its daily activities. By initiating direct marketing policy of setting up stockyards at various strategic locations, Kamdhenu Ispat Ltd. has led to easy availability of goods throughout the country.

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Efficient mobility of products between the production units and market is the prime motive of Kamdhenu behind setting up stock yards across the Entire country. Kamdhenus strategically placed stockyards help its corporate clients/institutions in improving their inventory control due to fast delivery at site in minimum time. Controlled by centralized marketing mechanism, Kamdhenus stockyards have proved beneficial to its long list of corporate clients/institutions.

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CONCLUSION

Established in 1996, Kamdhenu Ispat (KIL) is a flagship company of Kamdhenu Group and is into India`s infrastructure sector with prime focus on providing construction solutions services in the retail market. The company started with a single reinforcement steel bars manufacturing company at Bhiwadi in Rajasthan. KIL directly sells its products under the brand name Kamdhenu. Under the franchisee arrangement, today the company has 25 reinforcement steel bars manufacturing units, 10 cement manufacturing units and one each in SS water pipe, POP and housing segment totaling 38 units in diversified areas of construction providing goods and services to the retail construction segment in over 22 states and 3 union territories of India. The company ventured into the capital market to garner funds for its various expansion plans, which included setting up of stockyards across the country. The company is in the process of setting up a 2.4 million tons TMT bar manufacturing facility at Nigeria in partnership with one more Indian company and Nigerian companies. The construction work for this project has started. KIL has forayed into housing segment. Kamdhenu Homz, a housing project, has already begun at Panchkula in Haryana. The company provides all India network for sales of Kamdhenu products through dealers and distributors in 22 states and 3 union territories.

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BIBLIOGRAPHY

BOOKS 1. Kotler, P., Armstrong, G., (1994), Principles of Marketing, 7th edition, Prentice Hall, Englewood Cliffs, NJ. WEBSITES w7ww.myiris.com JOURNALS & MAGAZINES 1. The Hindu - Survey of Indian Industry 2. Company Catalogue Kamdhenu Ispat

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