4 Company Overview.........................................................................................................................................

4.1 About Company....................................................................................................................................

4.2 Company’s Vision...............................................................................................................................
4.3 Company’s Mission.............................................................................................................................
4.4 Company’s Aim...................................................................................................................................
4.4 Core Values.................................................................................................................................................
4.5 Company logo..............................................................................................................................................
4.6 Products of PRAN.......................................................................................................................................
4.7 Export History.............................................................................................................................................
4.8 Major Exporting Countries..........................................................................................................................
4.9 Major Exporting Products............................................................................................................................
4.10 Subsidiary Enterprises.................................................................................................................................
4.10.1 Rangpur Foundry Ltd. (RFL):.......................................................................................................
4.10.2 Introduction of RFL Plastics Ltd...................................................................................................
4.10.3 Property Development Ltd. (PDL)................................................................................................
4.10.4 Property Lifts.................................................................................................................................
4.10.5 Agricultural Marketing Co Ltd. (AMCL…………………………………………………

4.12. ORGANOGRAM OF PRAN-RFL GROUP…………………………………………………………..

 Chapter 3
Company Overview
 4 Company Overview

4.1About Company
PRAN means Programme for Rural Advancement Nationally

PRAN was established in 1981 by retired Major General Amjad Khan Chowdhury and has
become one of the largest foods and beverage brands in Bangladesh. PRAN-RFL GROUP was
born in 1980. Keeping in view the corporate mission of the group we have over the years
diversified our activities. Today we are the largest processors of fruits & vegetables in
Bangladesh. We encourage contract farmers and help them grow quality crops with increased
yields and to obtain fair prices. The Group comprises of 10 companies. The head offices are
located at Dhaka with production facilities around the country. Our management is modern
adapted to our environment & culture. Our largest asset is our competent team of hands-on-
mangers & dedicated employees. Actually, PRAN was formed in 1981 by present CEO major
general (rtd.) Amjad Khan Chowdhury & RFL was founded in 1980. In 1981 they were merged
and started their group named PRAN-RFL Group. Now they are one of the largest groups in
Bangladesh. PRAN-RFL is the pioneer in Bangladesh to be involved in contract farming and
procures raw material directly from the farmers and processes through state-of-the-art machinery
at their several factories into hygienically packed food and drinks products. The brand PRAN has
established itself in every category of food and beverage industry and can boost a product range
from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products.
Now, PRAN-RFL consumers not only value PRAN for its authentic refreshing juice drinks
products, but also for its mouthwatering quality confectionery products with high visual appeal
and exciting texture. PRAN intend to expand their presence to every corner of the world and
strive to make PRAN-RFL a truly international brand to be recognized globally. PRAN-RFL
started its operation as a processors fruit and vegetable in Bangladesh. Over the years, the
company has not only grown in stature but also contributed significantly to the overall
socioeconomic development of the country. PRAN-RFL is currently one of the most admired
food & beverages brands among the millions of people of Bangladesh and other 94 countries of
the world where PRAN-RFL products are regularly being exported. All the PRAN-RFL products
are produced as per international standards maintaining highest level of quality at every stages of
its production process.
4.2Company’s Vision
Improving Livelihood.
4.3Company’s Mission
Poverty and Hunger are curses.

4.4Company’s Aim
To generate employment and earn dignity and self-respect from compatriots through Profitable
enterprises.

4.5Core Values
PRAN- RFL believes in providing quality by considering the customers’ demands and
expectations. Continuous innovation and improvement are the motive of this organization by
focusing customers and tries to maintain fairness and transparency in all segments. The corporate
values for PRAN- RFL are-
4.5.1 Consumer care
4.5.2 Supplier care
4.5.3 Employee care
4.5.4 Trade care

4.6Company logo

Figure-2.1: Logo of the PRAN-RFL Group

Source: https://en.wikipedia.org/wiki/PRAN-RFL_Group
 4.7Products of PRAN:
PRAN
Juice
Drinks
Bakery
Carbonated soft drinks
Snacks
Frozen Food
Noodles
Candy
Sauce
Spices
Agro products
Confectionery
Biscuits
Dairy

RFL
Agricultural utilities Building
materials Sanitary ware &
fittings Kitchen room
utilities
Engineering fittings
Electric & electronics
Household items
Baby items
Stationary
Cleaning tools

4.8Export History
PRAN-RFL, the largest exporter of processed food from Bangladesh, had a vision of creating a huge
demand globally of those agro based products produced by native farmers. The key was to
process the agro products and increase shelf-life thereby. Starting successful journey to export
market in 1996, PRAN currently exports to over 94 countries. As PRAN-RFL Group exports its
products to foreign countries; the importance of the international forces really matters here. It has
to monitor the consumer’s preference, price, promotional
 strategies, government policies etc. for an international market. It has to face the hard
competition of the international market.

4.9 Major Exporting Countries

India, KSA, UAE, Kuwait, Bahrain, Qatar, Djibouti, Angola, Australia, Austria,, Brunei, Burkina
Faso, Bhutan, Cameroon, Canada, Capo Verde Islands, Chad, Congo Eritrea, Equatorial Guinea,
Ethiopia, France, Gabon, Gambia, Germany, Ghana, Greece Guinea, India, Italy, Ivory Coast,
Japan, Korea, Lebanon, Malaysia, Mali, Mauritania Mauritius, Myanmar, Mayo tee, Nederland
Antilles, Nepal, Niger, Oman, Pakistan Palestine, Qatar, RCA, Reunion Islands, Senegal, Sierra
Leone, Singapore, Sri Lanka Sudan, Sweden, Switzerland, Togo, UK, USA & Yemen. Belgium,
Benin.

4.10 Major Exporting Products

Fruit Juices, Fruit Drinks Instant Powdered Drinks, Pickles, Canned Fruits & Vegetables,
Extruded & Fried Snacks, Tea, Aromatic Rice, Puffed Rice, Flattened Rice, Jam & Jelly, Plain
Spices, Blended Spices, Mustard Oil, Mineral Water, Dehydrated Fruits, Tomato Ketchup /
Sauce, Toffees, Candies, Bubble Gum, Biscuits & other confectionery etc.

4.11 Subsidiary Enterprises

PRAN-RFL Group is one of the fastest growing corporate houses in the country. It has got quit
good number of subsidiary enterprises, which includes:
4.11.1 Rangpur Foundry Ltd. (RFL): This is an established engineering enterprise, which
focuses to meet the demand of rural community of Bangladesh. A tube well made by
RFL is most prominent in the country. Today the company has its wide range of
products & has achieved the prestige as the largest cost iron foundry & light
engineering workshop in Bangladesh. RFL has introduced international standard
Plastic & PVC products to the Bangladesh market which have already been cordially
accepted by the mass.

4.11.2 Introduction of RFL Plastics Ltd: In order to manufacture plastic furniture & allied
products, RFL plastics started business in 2000. Currently RFL Plastics is dealing with
different types of plastic products in different categories such as house ware,
plastic
furniture, industrial ware & garments accessories. The Company has been expanding its
product lines day-by-day & achieving diversified product range in the plastic sector.

4.11.3 Property Development Ltd. (PDL): This is the oldest enterprise of PRAN Group.
The Group was established on the profit made by PDL. This enterprise is one of the
pioneers in apartment business in Dhaka.

4.11.4 Property Lifts: It is a new enterprise of PRAN Group. It imports elevators and other
accessories to meet the growing demand of modern lifts and escalators.

4.11.5 Agricultural Marketing Co Ltd. (AMCL): AMCL was started as a fruit processing
enterprise. Gradually, other sectors of food industry (e.g. Chips, mineral water,
Tomato Ketchup etc.) were also incorporated in the manifold of AMCL. At present,
AMCL has become the flagship enterprise of PRAN Group. Most of the resources of
PRAN Group are now devoted for the growth and operation of AMCL. In the long run,
the group intends to become a global leader in the field of agricultural industry
4.12. ORGANOGRAM OF PRAN-RFL GROUP

PRAN-RFL GROUP

C.E.O. (CHIEF EXECUTIVE OFFICER)

M.D. (MANAGING DIRECTOR)

D.M.D. (DEPUTY MANAGING DIRECTOR)

DIRECTORS

E.D. (EXECUTIVE DIRECTOR)

C.O.O. (CHIEF OPERATING OFFICER)

G.M. (GENERAL MANAGER)

A.G.M. (ASSISTANT GENERAL MANAGER)

S.M (SENIOR MANAGER)

MANAGER

D.M. (DEPUTY MANAGER)

A.M. (ASSISTANT MANAGER)

S.A.M. (SUB ASSISTANT MANAGER)

4.13. TOTAL EMPLOYEE OF PRAN-RFL GROUP

PRAN-RFL Group puts a lot of importance on their employees. They always try to recruit
efficient, dedicated, creative and hardworking employees for their organization. Equal
opportunity is given in both male and female workers. Their recruitment structure is very
developed and fair, so that they could build a strong team of employees. After the recruitment
PRAN-RFL provides them proper training to develop working skills, good salary, commission
on the profit, reward among the best employees and many more. They consider the employees as
asset. From one example about their responsibility is; they always try to give salary before 29 th
day of the month, so that the employees don’t have to suffer from any kind of financial problem.
There are a huge amount of employees in PRAN-RFL group. The number of employee details is
given below:

1. General workers – 28,000

2. Overall workers – 40,000
3. Current workers – 28,000
4. Factory workers – 20,000
5. Sales workers – 8,000
6. corporate employees – 2000

In the other side in management pyramid:

1. Top level management – 2,000 employees
2. Middle level management – 8,000 employees
3. Supervisory and worker level – 30,000 workers.
4.14. HRM & HRD OF PRAN-RFL GROUP

HRD & HRM sector is a essential part of company. In Bangladesh PRAN-RFL Group is in a
leading position in food and beverage sector. The reason behind this success is their HRD &
HRM sector. In PRAN-RFL group selection, recruitment and personal is in HRM sector.
Training is in HRD sector. The details are discussed below:

PRAN-RFL GROUP

HRM HRD

SELECTION &
RECRUITMENT TRAINING

PERSONAL

HRM:

- SELECTION & RECRUITMENT: PRAN-RFL follows this structure for their employee and
worker selection:

1. Getting requisition of the vacant post.

2. Raising advertisement.
3. Receiving the application form.
4. Short listing candidates.
5. Preparing and sending interview card.
 6. Employment test.
7. Interview.
8. List of suitable candidates
9. Final employment decision.
10. Final employee selection.
11. Sending appointment letter.
12. Recruitment.

-PERSONAL:
1. Employee guidance
2. Counseling.
3. Skill development
4. Personal development.
5. Management power development.

HRD:

1. On-the job training:

- Apprenticeship programs
- Job instruction training
- Preparing the trainees.
- Presenting the instruction
- Demonstrating trainees understanding.
- Placing the workers into job.

2. Off-the job training:

- Classroom lecture.
- Films
- Demonstration
- Case study
- Training outside the company.
3. New employee training.
4. Mid management level training program
5. Sales training.
6. Factory training
7. Store management training
8. Office assistant training.
9. Distribution of sales management training
10. Material management training
11. Supervisors training.
12. Basic English course.