Escolar Documentos
Profissional Documentos
Cultura Documentos
Of
U P Technical University, Lucknow
TABLE OF CONTENTS
Preface…………………………………………………………………………...
Acknowledgement………………………………………………………………
Student’s Declaration……………..…………………………………………….
Certificate …………………….…………………………………………………
8.0 Findings…………………………………………………………………….. 00
10.0 Conclusion…...…………………………………………………………… 00
Bibliography…………………………………………………………………...... i
Appendix [Questionnaire]……………………………………………………... ii
LIST OF TABLE
LIST OF CHARTS
(…….KUMAR MANGALAM)
ABOUT
Group vision
“To become a premium conglomerate with clear business focus at each corporate level.”
Group mission
“To deliver value for our customer, shareholders, employees and society at large.”
Group Philosophy
::Customize
:: People-size
::Strategize
::Institutionalize
Group values
::Integrity
::Speed
::Seamlessness
::Passion
INTRODUCTION TO GROUP
A US $28 billion corporation with a market cap of US $31.5 billion and in the league of
Fortune 500, the Aditya Birla Group is anchored by an extraordinary force of 100,000
employees, belonging to 25 different nationalities. In India, the Group has been
adjudged "The Best Employer in India and among the top 20 in Asia" by the Hewitt-
Economic Times and Wall Street Journal Study 2007. Over 50 per cent of its revenues
flow from its overseas operations.
The Group operates in 20 countries: India, Thailand, Laos, Indonesia, Philippines,
Egypt, China, Canada, Australia, USA, UK, Germany, Hungary, Brazil, Italy, France,
Luxembourg, Switzerland, Malaysia and Korea.
Globally the Aditya Birla Group is:
:: A metals powerhouse, among the world's most cost-efficient Aluminium and Copper
producers. Hindalco-Novelis from its fold, is a Fortune 500 company. It is the largest
Aluminium rolling company. It is one of the three biggest producers of primary
Aluminium in Asia, with the largest single location copper smelter.
:: Among the world's top 15 BPO companies and among India's top three
In India:
Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success
does not come in the way of the need to keep learning afresh, to keep experimenting.
Beyond business — the Adyta Birla Group is:
:: Reaching out to seven million people annually through the Adyta Birla Centre
:: Focusing on: health care, education, sustainable livelihood, infrastructure and espousing social cau
The Adyta Birla Group is the 11th largest cement producer in the world.
Pulp
AV Cell Inc.
AV Nackawic Inc.
Fibre
Yarn
high bulk acrylic dyed yarn, non-bulk acrylic 3,700 mtpa Philippines
dyed yarn
Fabrics
Branded apparel
Epichlorohydrin
Caustic Soda
Chlorine
Aditya Birla Minacs Worldwide Limited (subsidiary of Aditya Birla Nuvo Ltd.)
Idea Cellular
INTRODUCTION
Hindalco Industries Limited, the metals flagship company of the Aditya Birla Group, is
an industry leader in Aluminium and copper. A metals powerhouse with a consolidated
turnover in excess of US$ 14 billion, Hindalco is the world's largest Aluminium rolling
company and one of the biggest producers of primary Aluminium in Asia. Its Copper
In 2007, the acquisition of Novelis Inc. a world leader in Aluminium rolling and can
recycling marked a significant milestone in the history of the Aluminium industry in India.
With Novelis under its fold Hindalco ranks among the global top five Aluminium majors,
as an integrated producer with low-cost alumina and Aluminium facilities combined with
high-end rolling capabilities and a global footprint in 12 countries outside India. Its
combined turnover of US$ 14 billion, places it in the Fortune 500 league.
Hindalco in India enjoys a leadership position in Aluminium and Copper. The Company's
Aluminium units across the country encompass the entire gamut of operations from
bauxite mining, alumina refining, aluminium smelting to downstream rolling, extrusions,
foils and alloy wheels, along with captive power plants and coal mines. The Birla
Copper unit produces copper cathodes, continuous cast copper rods along with other
by-products, including gold, silver and DAP fertilizers.
All of Hindalco's units are ISO 9001:2000, ISO 14001:2004 and OHSAS 18001 certified.
The Renukoot and Taloja units have gone a step further with an Integrated Management
System (IMS), combining ISO 9001, ISO 14001 and OHSAS 18001 into one Business
Excellence Model.
The company has been accorded the Star Trading House status in India. Its aluminium
metal is accepted for delivery under the High Grade Aluminium Contract on the LME
(London Metal Exchange), while its copper quality standards are also internationally
recognized and registered on the LME with Grade “A” accreditation.
Grade “A” accreditation.
Aluminium
Hindalco’s major products include Standard and Speciality Grade Aluminas & Hydrates,
Aluminium Ingots, Billets, Wire Rods, Flat Rolled Products, Extrusions, Foil and Alloy
Wheels.
The aluminium alloy wheels plant is located at Silvassa (Dadra and Nagar Haveli).
Hindalco was among the first few alloy wheels companies to have obtained the ISO/TS
16949 certification to meet the stringent standard of the automobile industry.
A strong presence across the value chain and synergies in operations has given
Hindalco a major share of the domestic value-added products market. In India, the
company enjoys a leadership position in Speciality Aluminas and Hydrates as well as in
Primary Aluminium and downstream semi-fabricated products. As a step towards
expanding the market for value-added products and services, Hindalco has launched
several brands in recent years. These include the Aura Aluminium Alloy Wheels for cars,
Everlast Roofing Sheets and Freshwrapp and Freshpakk household foil for packaging.
The company has a significant market share in all the segments in which it operates. It
enjoys a domestic market share of 42 per cent in primary aluminium, 63 per cent in
rolled products, 20 per cent in extrusions, 44 per cent in foils and 31 per cent in wheels.
As a step towards expanding the market for value-added products and services,
Hindalco has launched several brands in recent years, which include Aura for alloy
wheels, Freshwrapp for kitchen foil and Everlast for roofing sheets. Our exclusive
showroom, The Aluminium Gallery, seeks to promote Hindalco products to its
customers. It is a platform for the company to showcase quality products to a quality
audience in an appropriate ambience. The exhibits include products like windows,
doors, furniture, ladder, roofing sheets and ceiling and cladding panels.
Hindalco's products are well received not only in the domestic market, but also in the
international market. The company's metal is accepted for delivery under the high grade
aluminium contract on the London Metal Exchange (LME). The company exports about
17 percent of its total sales volume of aluminium.
The company's alumina chemical business is a leader in manufacturing and marketing of speciality
alumina and alumina hydrate products in the country. It has a major market share in the country. These
speciality products find wide usage in diversified industries including water treatment chemicals,
refractories, ceramics, cryolite, glass, fillers and plastics, conveyor belts and cables, among others. The
company also exports these alumina chemicals to over 30 countries covering North America, Western
Europe and the Asian region.
The copper plant produces world-class copper cathodes, continuous cast copper rods
and precious metals. Sulphuric acid, phosphoric acid, di-ammonium phosphate, other
phosphatic fertilizers and phospho-gypsum are also produced at this plant.
Some recent milestones
:: In May 2007, Novelis became a Hindalco subsidiary with the completion of the
acquisition process. The transaction makes Hindalco the world's largest aluminium
rolling company and one of the biggest producers of primary aluminium in Asia, as
well as being India's leading copper producer.
:: In May 2006, the company signed a MoU with the Government of Madhya Pradesh
for setting up a Greenfield aluminium smelter and a captive power plant. The
company also entered into a joint venture with Essar Power (M.P.) Ltd. to develop
and operate coal mines at Mahan, Madhya Pradesh. The joint venture will supply
coal to the proposed aluminium smelter and power complex in Madhya Pradesh
:: In May 2006, the company's copper mining subsidiary Aditya Birla Minerals Limited
(formerly Birla Mineral Resources Pty Ltd.) came out with an equity offering and
subsequent listing on the Australian Stock Exchange (ASX)
:: In March 2006, the company acquired an aluminium rolling mill and wire rods facility,
from Asset Reconstruction Company (India) Limited (ARCIL), belonging to Pennar
Aluminium Company Limited
:: In January 2006, the company concluded 4:1 rights issue of its shares on partly paid
basis. It was the largest ever rights issue in the history of corporate India and first
one to issue partly paid instruments
:: In September 2005, the company split its shares in ratio of 10:1 in order to enhance
liquidity and to encourage participation from retail investors
:: In April 2005, the company signed an MoUs to establish a world class integrated
aluminium project in the state of Orissa
:: In April 2005, the company entered into MoUs with the Orissa and Jharkhand
governments for setting up a Greenfield alumina facility and aluminium facility
respectively, in the states
HINDALCO VISION
HINDALCO MISSION
“To pursue the creation of value for our customers, shareholders, employees and
society at large”
QUALITY POLICY
We, at Hindalco, shall aim to achieve and sustain excellence in all our activities.
We are committed to total customer satisfaction by providing products and services,
which meet or exceed the customer’s expectations.
Modernization of the manufacturing facilities, stress on technological innovation and
training of employees at all levels shall be a continuous process in Hindalco.
A motivated workforce with a sense of pride in the Organization shall lead us towards
total Quality.
1. 2. 3.
4. 5. 6.
Aluminium sheet Wire rods sheet Slab
7. 8.
The company's commitment to quality and service along with its extensive infrastructure
has made Hindalco a prime source for best-selling brands. Continuous improvements in
manufacturing, processes, practices and systems ensure that customers' needs and
expectations are fully met.
Efficiency and product quality are ensured by using state-of-the-art equipment and a
strong research and development set-up, supported by dedicated and motivated
employees and the Oracle ERP system. Wag staff Air Slip™ slab casting technology is
used to ensure consistent quality and surface finish of stock feed which in turn ensures
quality finished products. The company's capacity in flat rolled products at present is
2,00,000 tones per annum and new plans are being implemented to increase the
manufacturing capacity.
II.1 Basically, there are three kinds of Flat Rolled Products (FRPs) which is being
exported by Hindalco i.e.,
Hindalco's cold rolled sheets are precision-finished to match international standards for
tight thickness, tolerance, flatness and dimensional accuracy. Sound metallurgical
properties for further fabrication, anodizing characteristics and a blemish-free surface
make it useful in both commercial and general engineering applications.
Hindalco offers circles, also known as flat circular sheets, in a variety of diameters and
thickness to meet specific needs. Extensively used in the
manufacture of pressure cookers, non-stick cookware, coated
cookware, cans, etc they have earned the trust of many leading
brands.
Continuous upgrades and improvement of processes enable the
company to keep pace with the demands of its ever-growing clientele.
ROLLED PRODUCT APPLICATIONS
Building sheets
:: Residential roofing
:: Roof-on-roof roofing
:: Exhibition pavilions
:: Poultry farms
:: Telecom cables
Circles
:: Milk cans
:: Medical cylinders
Closure stock
:: Pilfer-proof caps
:: Vial seals
:: Insulation
:: Defense
:: Industrial engineering
:: Fan blades
:: Electrical engineering
Fin stock
:: Air conditioners
:: Car radiators
:: Floors for loading bays, kick plates, stair treads and catwalks
Foil stock
:: Foils
:: Tetra packs
Lamp cap stock
Litho stock
Pattern sheets
Plates
:: Tanks
:: Aircrafts
FOIL PACKAGING
Hindalco's foil business and packaging division delivers versatile solutions to meet the
multi-pronged needs of customers round-the-clock. Hindalco's packaging solutions and
impressive range of end products are well-accepted all over the world, thus ensuring
sustainable growth in today's intensely competitive and cost-sensitive market.
Applications
Pharmaceuticals
Dairy
9-micron thick, soft foil laminated to
grease-proof paper, used for butter
chiplets.
Cigarette foil
Cigarette foil for inner packing of
cigarettes is offered in 7-micron thick
soft foil laminated to paper. Foil can be
silver or gold lacquered in matte of
bright finish as per customer
requirements.
Personal products
Surgical
The laminates have two components,
top — paper, 40 micron foil, co-polymer
structure and bottom — coated, 50
micron foil, co-polymer structure
OBJECTIVE OF STUDY
This project was undertaken to have an insight into the supply chain management of
Hindalco. The study aims to investigate the minute details of the supply chain
management An analysis of the various facts and figures has been done to arrive at
logical recommendations. In short, at it can be said that this study has two-fold objective
of knowing, “what is the present supply chain management?” And “what should be the
future supply chain management?”
An efficient “supply chain management” plays a vital role in the success of any
organization. A chain system has to be designed carefully, as it normally takes years to
build and is not easily changed. This study provides a bird’s eye view of distribution
channel of Hindalco. This report would do well to the entire person interested in learning
about distribution channel of Hindalco. A general idea about Hindalco’s presence in
aluminium market is also well given by this report. After a thorough analysis of various
facts and figures, a set of recommendations, with regard to the distribution channel, has
been given in the concluding part of the report. The company would find it useful to look
into the viability of the implementation of the recommendations, once implemented, and
are expected to fetch immense benefits to the company. It is thus clear that this report
would serve a variety of purposes and its scope is very wide and open.
RESEARCH METHODOLOGY
RESEARCH DESIGN:
SAMPLE DESIGN:
Sample size 71
50 employees
10 suppliers
4 distributors
7 visiting parties
SOURCE OF DATA:
PRIMARY SOURCE:
Personal interview
Employees
Distributors
Questionnaire
Employees of hindalco
SECONDARY DATA:
Annual report of HINDALCO Fy2006-07, 2007-08 and individual contra
sheets of aluminum and copper for the year 2006-07 and 2007-08.
Internet.
Induction guide.
Introduction:
“Supply Chain is process from the initial raw materials’ to the ultimate consumption of
the finished product linking across supplier-user companies.”
“Value Chain is the functions within and outside a company that enables the value chain
to male products and provides services to the customer.”
Supply chain management flows can be divided into three main flos:
The product flow includes the movement of goods from a supplier to a customer, as well
as any customer returns or service needs. The information flow involves transmitting
orders and updating the status of delivery. The financial flow consists of credit terms,
payment schedules, and consignment and title ownership arrangements.
There are two main types of SCM software: planning applications and execution
applications. Planning applications use advanced algorithms to determine the best way
to fill an order. Execution applications track the physical status of goods, the
management of materials, and financial information involving all parties.
Some SCM applications are based on open data models that support the sharing of
data both inside and outside the enterprise (this is called the extended enterprise, and
includes key suppliers, manufacturers, and end customers of a specific company). This
shared data may reside in diverse database systems, or data warehouses, at several
different sites and companies.
By sharing this data "upstream" (with a company's suppliers) and "downstream" (with a
company's clients), SCM applications have the potential to improve the time-to-market
of products, reduce costs, and allow all parties in the supply chain to better manage
current resources and plan for future needs.
Increasing numbers of companies are turning to Web sites and Web-based applications
as part of the SCM solution. A number of major Web sites offer e-procurement
marketplaces where manufacturers can trade and even make auction bids with
suppliers
CHANNEL OBJECTIVES:
Ensuring that the consumer incurs the minimum extenuation in procuring the
product.
Quick services.
Ensuring that the firm is able to carry on with its manufacturing activities,
confident that the channel will take care of the distribution job.
Channel members are not play only the role of sales the products to the
customers but also play the role as they promote the products, gathering the
customer interest, complaints, suggestion, and information to the organizations –
they are work as the co-ordination between the targeted customers &
manufactures.
Members of the marketing channel perform many key functions as follows:
Developing & spreading the promotional offer of company and promote the sales
activity.
Intermediaries are taking the title to goods, so they invest the fund.
Intermediaries are taking various type of risks, in the term of storing, dispatching
etc.
CONTRIBUTION OF CHANNEL:
MANUFACTURING
CONSUMER
C & F AGENTS:
It means clearing & forwarding agents. They are responsible for storage &
transportation of the company’s products and its distribution to the distributor and some
time retailers.
DISTRIBUTORS:
A distributor is usually appointed by the company and does not sell its competitor’s
products. He can also be a distributor of many products of the same company. A
distributor is responsible for ensuring that his company’s product is available at the retail
stores. The distributor is very much an extension of the company as he ensures that the
market is properly served. A company has direct control over the distributors.
MERCHANT WHOLESALERS:
Provide trade credit; offer promotion assistance, personal sale force, and
communication of information.
RACK JOBBER:
Furnishes rack and shelves, price the goods, keep them fresh, set up point of
purchase displays.
Sell on consignment.
MANUFACTURER’S AGENTS
They do not provide credit facility but at times store and deliver products.
BROKERS:
To assist in negotiation.
COMMISSION MERCHANTS
To accumulate them from local markets & arrange for their sales.
Established by manufacture.
It is separate from manufacturing operations.
Collection of payments.
MANUFACTURER
MERCHANT MERCANDISING
WHOLESALERS Manufacturer’s AGENTS OR Commission
Brokers
BROKERS Merchants
Agents
DISTRIBUTERS OR WHOLE
SALERS
MANUFACTURER’S
SALES FACILITIES
Wholesalers Wholesaler
Rack Jobbers
STEP-1
Identify Target Consumers
Selection of channel model has to be necessarily taking into account the distribution
environment obtaining in the country/ region and in the specific business in which the
firm is engaged.
A firm has to evaluate the vital features of the distribution environment and ensures that
the channel model to be adopted is compatible with them. Distribution environment in
the border sense includes the legal environment as well in so far as its implications and
distribution are concerned.
EVALUTION OF COMPETITOR’S CHANNEL PARTERNS
The firm should also study the competitors’ channel patterns before deciding its
channel. While the firm may not necessarily follow the competitors it will be worthwhile
for the firm to analyze in depth the plus and minus of the channel patterns adopted by
each of the major competitors.
On the other hand firm with larger resources and large size marketing operation will be
in a position to go in for highly intensive distribution committing a good deal of resources
to the distribution task.
Two important considerations are cost and efficiency. Often though not necessarily they
are directly proportional. The channel
that its efficient but relatively less expensive has to be chosen. Two types of evaluations
an economic evaluation and a conceptual evaluation may be necessary. The firm should
also examine whether the channel member s in the desire alternatives would be willing
to work enthusiastically for the firm and the product.
NOTES:
Need for specialized distributor must be appreciated; after considering all such factors,
if a given industrial product lends itself for marketing through distributors, it must still
remembered that;
CALIBRATION GAP:
The customer may measure OTD in different manner as copier to the supplier. It may so
happen that the supplier may measure OTD by product category but the buyer may
measure it in terms of complete order. The customer may measure OTD in terms of the
initial order date whereas then supplier may measure it from a negotiated date.
OPERATION GAP:
Businesses that face variability from one manufacturing phase to another or from
operations to ware house normally have an operations gap. Operations gap can also
result from too many stages in production process, too many supplier or too many
people involved in order filling.
ORGANISATION GAP:
If people do not have incentives to improve OTD it will probably result into organization
gap. In other words organization gap result from the priority accorded to OTD.
Marketing Head office (Renukoot)
Cost effective
DIS ADVANTAGES
The above old structure was not taking much advantage of the new global market.
Analysis of the advantage and disadvantage of the regional based marketing strategy, it
is not suitable in modern marketing specification era. So that, in 2003 company decided
to go for opting the new marketing strategy based on product specification. For this the
company transferred its marketing head office from Renukoot to Mumbai.
The new marketing strategy structure is as follows:-
ADVANTAGES
DISADVANTAGES
Cost ineffective.
More men power required.
Geographically
Aluminium is being used in around 3000 products in developed countries like USA,
Japan, Canada, etc. Whereas India, only around 350 products find use in aluminium.
Moreover, the per capita consumption of aluminium in the country is very low (1.1
kg/year).
Hence there is large potential for introducing the new uses and the increasing the
consumption. As a strategy therefore, Hindalco decided to cater to as many consumers
as possible. Their distribution system therefore, is designed to the object.
Hindalco manufacture the products with very specification as desired by the various
customers. Hindalco’s market may be segmented in the following manner.
PRIMARY PRODUCTS
Ingots
Wire rods
Billets
ROLLED PRODUCTS
Sheets
Chequered sheets
Roofing sheets
Coils
Circles
EXTRUDED PRODUCTS
Tubings
Structurals
Architecturals
Mouldings
FOIL
PRIMARY PRODUCTS:
Consumers:
Furrow allows
ROLLED PRODUCTS
Consumers:
Transportation industries
Transportation sectors.
General engineering:
EXTRUDED PRODUCT
Consumers:
Automobile Industries
Transportation sectors
Electrical sectors
Architectural sectors
Furniture sectors
FOIL
Consumers:
Pharmaceuticals
Dairy products
Processed food
Con-fectionery
Air conditioner
ALLOY WHEELS
Consumers:
Automobile sectors
Maruti Suzuki
TATA Motors
FIAT India
Hindustan Motors
Hyundai India
GM India etc
BULK CUSTOMERS
Bulk customers are those customers, whose demand is very high and
consistence. Some of the bulk customers are Howkin, TTK, Foil Division
Silwassa, Jugraj Tejraj, Bajaj Auto, etc.
SPECIAL CUSTOMERS
Special customers are those customers, whose orders are for products under
developments. Since their demand is usually urgent in nature they are given
priority under routine customers. Examples: Export Customers, Government
organization like Defense, Establishment etc. continue this category.
Electrical
Transportation
Building & constructions
Industrial Machinery
Packing
Consumer Durable
Other
(E) MARKET SEGMENTATION BASED ON GEOGRAPHICAL AREAS:
Aluminium consumers are spread all over the country. Different area has
different type of industries, whose are used aluminium in different quantity.
Here, segment the market in geographical areas based on consumption or
demand pattern.
TRANSPORTATION FACILITY
Smooth transportation facility is available all over the country all the time.
Some area is affected by flood. Some areas are block in the case of heavy
rain etc.
Order processing
Packing & Insurance, Banking, Bills,
Ware housing
Transportation
Godown sales procedure..
ORDER BOOKING:
Every purchaser has to book his order giving details which aluminium rolled products
they want such as Plain sheet, Cold rolled coils, milk can sheet, circles, etc. Purchaser
should be fully disclose about the product such as, product name, quality, quantity,
technical data, mode of transportation, desire delivery time, payment mode etc.
Technical wing of Hindalco examines their application and if necessary also make
inspection of the facing and decided quality to be offered. Thereafter, terms of payment
finalized and his order is finally booked. This order is passed to the relevant personnel’s
officials with relevant details.
PRIORITY:
A priority list of all categories of consumers has been fixed in consultation with all
concerned. Consumer gets delivery in order to their priority, which is also followed by
transporting agents.
ORDER PROCESSING:
Hindalco procure order either directly from the customers or through the
agents/stockiest. The order contains the name of product, quality, size, clearance etc.
After the receipt of orders from the customers or agent Company scrutinizes the order. A
production planning programmed is prepared for rolled production monthly basis. This
monthly report is sent to the respective production department i.e. rolling mills by the
end of the preceding month. The produced material is sent to the inspection and
packing department.
WARE HOUSING:
Every has to store to goods while they wait to be sold. A strong function is necessary
because production and consumption cycles rarely match. Ware housing is the
responsibility of warehouse in charge in Hindalco. The work start when warehouse
officials receive finished goods from production. Hindalco warehousing in charge
dispatches the material to respective customers on advice of CSMO and follows the
guidelines given to them. The guidelines are:
At warehouse:
While taking delivery from inspection & packing to ensure packages are
intact & dry.
If packages are damaged or loose condition, get it repacked.
If packages are wet, do not accept it.
Packages:
No vertical stoking of packages. After loading truck should be covered with tarpaulin.
During Storage:
DELIVERY OF MATERIAL:
They deliver the material as per the delivery order. Then they note down the delivered
material in the godown register. Then they send delivery report daily to zonal office.
Hindalco enjoys the facilities of three public sector banks & private sector bank in its
town Renukoot.
INSURANCE
Every material is dispatched duly insured. There are two types of insurance.
Carrier Risk.
Owner Risk.
Hindalco arranges insurance facilities for its customers. If there are any damages in
transportation they will issue a damage certificate & the customer can claim its
insurance company on the basis of damage certificate.
Godown sales procedure describes the sales procedure of Hindalco’s products through
its godown. The respective zonal head exercise control over all activities related to
godowns sales. This sales procedure is followed by all the godown of company situated
at Delhi, Faridabad, Chandigarh, Jaipur, Haryana, Bangalore, Hydrabad, Calcutta
Gohati, Mumbai, Silvasa, Taloja … There is a clearing agent in the godown, which is
appointed by Hindalco for the operation & maintenance of the godown.
Signed a contract between the zonal offices and customers, regarding to details of
products such as quality, packing, transportation, destination, etc.
Clearly mentions about the mode of payments.
Eliminating intermediaries.
Make a direct contact with the customers
2. AGENTS
Agents are those persons/institutions, who provide orders to Hindalco, on behalf
of the customers. The company has appointed a number of agents, all around the
country to sell the products. They are paid commission on the generated sales. Agent
being a local person/ institution can use his contacts and influence, to generate sales in
a local market. Agents function as an important mode of distribution, as they enable the
company to minimize distribution costs.
3. STOCKIESTS
Hindalco appointed a number of stockiest in various geographical areas across
the country. Certain products of the company are sold through the network. Stockiest
are made conform sale for the company.
4. DEPOTS
HINDALCO operate 15 depots in various part of the country. Depots send the
various requirements at the work office and thud, maintain suitable inventory to cater to
the demand of the market. This is providing the following advantages to the company &
also the customers:
TAX-SHIELD: In many states, state sales tax is less than the central sales tax. In
these states sales of products through depots, lead to tax saving.
HINDALCO
PRIMARY PRODUCT
CUSTOMER
SELF
EXTRUSION
customer
FLOW OF LOGISTICS PROCESS
Logistics is the management of the flow of goods, information and other resources,
including energy and people, between the point of origin and the point of consumption in
order to meet the requirements of consumers (frequently, and originally, military
organizations). Logistics involve the integration of information, transportation, and
inventory, warehousing, material-handling, and packaging.
Logistics management
Logistics management is that part of the supply chain which plans, implements and
controls the efficient, effective forward and reverse flow and storage of goods, services
and related information between the point of origin and the point of consumption in
order to meet customers' requirements. A professional working in the field of logistics
management is called a logistician.
Business logistics
Logistics as a business concept evolved only in the 1950s. This was mainly due to the
increasing complexity of supplying one's business with materials and shipping out
products in an increasingly globalized supply chain, calling for experts in the field who
are called Supply Chain Logisticians. This can be defined as having the right item in the
right quantity at the right time at the right place for the right price and is the science of
process and incorporates all industry sectors. The goal of logistics work is to manage
the fruition of project life cycles, supply chains and resultant efficiencies.
In business, logistics may have either internal focus (inbound logistics), or external
focus (outbound logistics) covering the flow and storage of materials from point of origin
to point of consumption (see supply chain management). The main functions of a
qualified logistician include inventory management, purchasing, transportation,
warehousing, consultation and the organizing and planning of these activities.
Logisticians combine a professional knowledge of each of these functions so that there
is a coordination of resources in an organization. There are two fundamentally different
forms of logistics. One optimizes a steady flow of material through a network of
transport links and storage nodes. The other coordinates a sequence of resources to
carry out some project.
Production logistics
The term is used for describing logistic processes within an industry. The purpose of
production logistics is to ensure that each machine and workstation is being fed with the
right product in the right quantity and quality at the right point in time.
The issue is not the transportation itself, but to streamline and control the flow through
the value adding processes and eliminates non-value adding ones. Production logistics
can be applied in existing as well as new plants. Manufacturing in an existing plant is a
constantly changing process. Machines are exchanged and new ones added, which
gives the opportunity to improve the production logistics system accordingly. Production
logistics provides the means to achieve customer response and capital efficiency.
Production logistics is getting more and more important with the decreasing batch sizes.
In many industries (e.g. mobile phone) batch size one is the short term aim. This way
even a single customer demand can be fulfilled in an efficient way. Track and tracing,
which is an essential part of production logistics - due to product safety and product
reliability issues - is also gaining importance especially in the automotive and the
medical industry.
Logistics Structure
Order procurement and allocation
ORGANIZATION CHART OF LOGISTICS DEVELOPMENT AT HINDALCO:
Field
Office
Area In charge
Supporting WCM Product In charge
QEHS
Shift In charge
Rs. in Million
Financial Results
for the year ended Standalone Consolidated
31.03.08 31.03.07 31.03.08 31.03.07
Appropriations
Special Reserve - - 9 13
PRODUCTION PROCESS
The aluminum production process can be categorized into upstream and downstream
activities. The upstream process involves meaning and refining bauxite to alumina while
the downstream process involves smelting and casting and fabricating.
Hindalco refines bauxite primarily obtained from captive mines, to extract alumina,
which is smelted into alumina ingots or billets. Hindalco smelts its entire production of
alumina into aluminum and does not engage in alumina trade.
where process liquor known as a spent liquor and 600 psig. Steam is mixed together.
This solution of alumina from bauxite into caustic solution in the form of sodium
aluminates is carried out of digesters at 240 degrees centigrade temperature and 36-
kg/sq.cm pressures. The digested slurry is placed flashed and brought to atmosphere
pressure; flashed vapors are utilized for pre heating the spent liquor and condensed
returned to boiler hose for generation of steam. Digested flashed slurry is pumped to
clarification area for removal of solid Impurities (red mud). Red mud is separated out, in
solid liquid hydrocyclon and stellar. Separated mud slurry is washed in counter current
and washing Circuit without using water. Washed mud slurry is cauterized by treating
with lime slurry to recover soda. Cauterized mud slurry is filtered on drum filters. Filtrate
liquor is taken back into the system and red mud cake is disposed of by means of
dumpers Settler overflow pregnant liquor is filtered in Kelly presses to remove fine mud
particles. Clear pregnant liquor is pumped to precipitators through plate heat exchanges
after exchanging heat with the spent liquor where it is seeded with alumina trihydrate.
Alumina trihydrate is separated out in thickness and pan filter. Alumina trihydrate cake
thus obtained is fed into the gas suspension claimer where furnace oil is burnt for
claiming alumina. The reduction grade alumina thus produced is transported to smelter
plant.
Spent liquor generated and separated from precipitation circuit is fed to the evaporation
unit for increasing caustic concentration to the desired level and recalculated to
digesters through heaters for further processing of bauxite and thus the process goes
on.
SEED FILTRATION
&WASHING
Filtrate to Process
DESILICATION
Liquor
PAN FILTER
Hot Water for
DESILICATED
SWEETENINGWashing
SLURRY
Washing
DIGESTION
Fuel Oil
CALCINATION
CLARIFICATION
Red Mud
ALUMINA TO SMELTER
Alumina from alumina plant is conveyed to the reduction plant. The reduction plant has
11 prebaked pot – lines which have 1278 pot cells. Each pot has 24/26 carbon anodes
and it is lined with carbon cathode. Alumina is converted to metallic aluminum is these
pot cells by the standard “hall herald” process. The pot cells work at an average 4.3-volt
D. C. current of 5800/6300 amperes. Electrolysis of the alumina takes place in molten
bath of coyote at a temperature of 955 to 960 degrees centigrade. The molten
aluminum that collects at the cathodes is siphoned into crucibles periodically. The entire
process is controlled by microprocessor system.
FULLY INTEGRATED OPERATIONS: A SIGNIFICANT STRATEGIC ADVANTAGE
Bauxite Mines
Bauxite Mines
Orsapat
Chirokukud
Pakhar (M&M)
Hindalco has quite a good network for distribution of its products. Finished goods is sold and
distributed to the costumers by following means.
MANUFACTURER CUSTOMERS
ALUMINA
RENUKOOT 685,000TPA
BELGAUM 350,000TPA
MURI 110,000TPA
RENUKOOT 345,000TPA
HIRAKUND 65,000TPA
ALPURAM 14,000TPA
ROLLED PRODUCTS
o CAPACITY 2,00,000TPA
RENUKOOT 80,000TPA
BELUR 45,000TPA
TALOJA 45,000TPA
NAGPUR 30,000TPA
FOIL
o CAPACITY 14,000TPA
SILVASA 5,000TPA
KALWA 6,000TPA
KOLLAR 3,000TPA
EXTRUSIONS
o CAPACITY 27,700TPA
RENUKOOT 19700TPA
ALPURAM 8000TPA
ALLOY WHEELS
o CAPACITY 3,00,000 Nos. PA
MARKET STRUCTURE:
Aluminum production is expensive and requires heavy capital investment. Most of the key
producers are major corporations and the business is concentrated, not fragmented. As indicated
above, a recent trend is for major firms to invest in smelting operations which are closer to power
sources. As direct results, older aluminum operational facilities are closing down as the older
sites are no longer cost effective. Norse Hydro, for example has terminated approximately a
quarter million tons of capacity in Northern Europe in favor of cheaper Middle East based
operations. Alco has made similar moves. Industry experts estimate that up to 4 million tons of
annual aluminum capacity from older facilities could be shut down in the next 3 to 4 years. How
aluminum is used.
SEGMENT WISE USEGE OF ALUMINIUM
CAPTIVE POWER
Party wise & Destination wise coding of allocated lots as per production list generated by product in charge
Export Lots: Segregate lots as per Grouping Domestic Lots: On placement of trucks
Seal the lots & put shipping mark as per generate loading slip & send a copy to
export order requirement loading point
Load the container with the help of fork lift Load the truck with the help of EOT crane
After loading of lots get lashing and damaging of sheets done and the container selected
After loading the truck/container get the loading register signed by loader & verified by shift in charge
Send the truck/container to weigh bridge for If gross weigh tallies, generate factory gate pass & send it
weighment to invoice PROCESS:
EXTRUSION PRODUCTION section for clearance
AGING FURNACE
FINISHED
EXTRUSION
PRODUCT
ACTIVITY FLOW CHART FOR EXTRUSION PRODUCT
Unloading of racks containing lots from shifting Trucks/Trolley in warehouse receiving area by EOT crane
Zone wise coding of allocated lots as per production list generated by product in charge
Zone wise & party wise storage of lots in fixed racks in respective storage area .
Generate loading slip send one copy of loading copy to loading point
Check the lots as per loading slip & load in truck with the help of EOT crane
After loading the truck/container get the loading register signed by loader & verified by shift in charge
If the products have to be loaded on the same If variations in function gross weight of loading slip, then
truck, send the truck to respective loading point send the truck back to loading point for correction
Send the truck/container to weigh bridge for If gross weigh tallies, generate factory gate pass & send it
weighment to invoice section for clearance
ACTIVITY FLOW CHART FOR PROPERZI-WIRE RODS
Physical checking of each coil by warehouse operator such as poor cooling cut marks
Check the entries of all the coils in the system and tally with production register by warehouse shift in charge
Check the composition & UTS from PT lab analysis reports against each coil & ensure every coil is acceptable range
Take party wise dispatch schedule from sales, If not inform to remelt shop by warehouse shift
Co-operation by warehouse shift in charge in charge then return the same on nil duty to
remelt shop.
Allocate each coil as per dispatch schedule on system by W/H Shift In charge
Check the load coils in truck as per loading list with the help of EOT crane by W/H operator under
supervision of W/H shift in charge.
If gross weight tallies, then generate factory gate pass & If variations are found in gross weight of loading slip &
send it to invoice section for clearance weighment slip then send the truck back to loading point
for correction
THE SWOT ANALYSIS OF HIL.
STRENGTH
WEAKNESS
Present production capacity is not adequate to meet the rising high demand.
Technology is not upgraded to mark as compare to global giants in aluminium industry.
OPPORTUNITY
Strong domestic and global competitors, such as TATA, POSCO, MITTLE, ESSAR .
Innovative revolution in plastic and steel industry.
Reduce in Exide duty.
Fall in price of Al. In neighbor country.
OPPORTUNITY
STRENGTH
DISTRIBUTIO
SOLUTION
N CHANNEL
THREATS
WEAKNESS
SWOT ANALYSIS OF SUPPLY CHAIN
STRENGTH
WEAKNESS
Not tapped all the potential areas especially in eastern and southern zone.
A 50-40% sale depends on indirect marketing.
The present distribution system is not adequate to meet the demand of aluminium in the
coming years. It is in this light, that the present dist. system needs to be updated. Certain
recommendations, with regard to the same have been suggested ahead.
OPPORTUNITY
The demand of the company’s products is rapidly increasing. Thus, there is a necessity to
expand the dist. network to avail the benefits of the fast growing market.
Indirect sales should be converting in direct sales through TM sales force.
THREAT
The major threat is from the competitors like BALCO, NALCO etc. because the company
may lose its market leader position , if it does not take timely steps to modify its present
distribution system in the wake of fast growing demand
SUGGESTIONS/RECOMMENDATIONS/CONCLUSIONS
Certain recommendations with regard to distribution channel of HIL are as under:
(A) Northern zone offers the most lucrative sales in last financial year.. In the light of such high
sales driven by the factors such as heavy investments in infrastructures and related industries
– machinery, transportation etc. In this zone our more than 65% sales depends on indirect
sales. So that our focus should convert indirect sales to direct sales. Our effort should be
here increase the depots in proportionate way, and also made appointment TM’s and RM’s.
(B) Southern zone is also the fast growing market for the company. The zone offers bright
prospects to company in terms of future demand driven by rapid industrial expansion. In this
zone our more than 60% sales depends on direct sales and also we face cutthroat
competition. In maintain the sales need of continuous market research in regard to
distribution channel & appoint stockiest instead of consignment agents.
(C) Western zone is the key market of the company. This zone is the most advanced zone in
industrialization in the country. In this zone our 65%(Approx.) Sales are through direct sales.
Analysis of sales data, present depots, stockiest & consignment agents, 35% of the sales in
this zone is indirectly depending upon consignment agents & stockiest. The demand of this
zone is very high. To optimize in this key zone, the company should established additional
depots in that areas- Ahmadabad & Nagpur for enhancing direct sales.
(D) In eastern zone company’s, indirect sales is approx. 70%. Such a heavy indirect sales reflects
that the company is not indirect contact of its customers and their worries and feedback and
these are most essential factors for improving level of sales.
In direct sales is not helpful to create, grow & retain the customers. So making the sales
customer oriented and to improve the sales, the company can take the following initiatives-
LIMITATIONS OF STUDY
The duration of practical training was just of four weeks. It was not sufficient.
Due to heavy engagement of the top management people and other personnel,
many other information could not be collected within the limited span of time.
Another analysis may arrive at certain other recommendations after using same
data.
BIBLIOGRAPHY
MAGAZINES:
Impex Times
FIEO News
Aluminium Times
Aluminium Now
Incale 2
Incale 3
INTERNET:
http://www.algomtl.com
http://www.go4worldbusiness.com
http://www.unzco.com/basicguide
http://dgftcom.nic.in
http://www.fieo.org
http://www.airportsindia.org.in
http://www.indiandata.com/trade_policy/export_procedures
http://www.wikipedia.com/logistics
http://www.google.co.in/
http://www.hindalco.com/products/rolled_products
http://www.hindalco.com
http://www.novelis.com
http://www.adityabirla.com
ANNEXURE
SECTOR
Country % of consumption
Europe 29%
Japan 30%
US 28%
Canada 28%
Australia 25%
India 16%
1995 19.7
2005 31.4
2010 41.3
2015 50.2
COUNTRY CONSUMPTION
(kg/person)
JAPAN 32.0
USA 31.9
GERMANY 31.6
CANADA 31.2
ITLY 29.5
FRANCE 21.4
AUSTRALIA 21.2
UK 15.0
CHAINA 6.5
BRAZIL 4.1
INDIA 1.1
Consumer Durable 46 53 15
Packing 47 51 9
Indus. Machinery 37 41 11
Others 37 41 11
Hirakud 65,000
Belgaum 31,000
ZONE WAREHOUSES No of No of
CONSIGNMENT STOCKIEST
AGENTS
EASTERN 2 6 8
NORTHERN 5 - 32
SOUTHERN 3 12 20
WESTERN 3 26 24
Primary metal customer are always competitor for Hindalco Industry Because after purchasing of
Primary metal they manufacture Rolled product or Extrusion product. So these company are
competitor for Hindalco in Extrusion product and Rolled product.
Warehouse problems
Major problem
Slowdown
Defence delay
Natural calamity
HIRING SLIP
Loading at godown
The product the product the product the product the product
MAJOR PROBLEMS:
NO forecasting
Mines
Production
Hold
Warehouse
Dispatch
Logistics
Godown
FINDINGS & RECOMMENDATIONS
Findings
1. Hindalco is the leading exporter of Aluminum Semi-Finished products in India.
2. FIEO (Federation of Indian Export Organization) has awarded Hindalco as a Five Star
Trading Houses on their export achievements.
3. Hindalco is following all the norms as per Central Excise & Customs and other
government rules & regulations in the export process.
4. Hindalco is following positive and proactive approach towards export.
5. Hindalco is exporting all over the world, from underdeveloped countries to advance
countries.
6. There are approx. 10,000 employees in Hindalco from top to bottom level, then also
company’s main focus is about safety, security and value as well as proper rules and
regulations
7. Having huge network.
8. Easy availability of raw materials.
9. The manufacturing cost is very high because of high utilization of energy. Energy
(Oil, Coal, Electricity) used at Renukoot is 47% of total manufacturing cost, while
only electricity is used as 77.67% of total energy consumption.
Present distribution system and production capacity is not adequate to meet the present and
near future demand.
10. Approximately 50% employees at operational level as well as middle are not satisfied by
their job but they do not tell the reason.
11. Findings at Warehouse:
Minor Problems- Nature Calamity
Employee’s health problems
Defense Delay (Inspection)
Customer Denied
Volumetric Problems
Delay Packaging
Changes in Market Scenario
Dependency on other Departments
(Production, Packaging, Transportation)
Major Problems: 1. Space
2. Transportation
Recommendations/Suggestions:
Hindalco is a reputed Aluminum industry in the world and its products are well accepted
in the market but as we know that there is always a scope of improvement.
Following are the recommendations in all areas:
Sometimes order has been delayed due to rejection of partial quantity of the product due
to quality problems and manufacturing defects. So, it is recommended that Hindalco
should have to keep advance stock or backup products in their warehouse to overcome
this problem and to execute the order on time.
Some of the Caster product order is being delayed due to limited capacity of the Caster
Plant. So, it is recommended that Hindalco should have to increase the capacity of their
Caster Plant.
Hindalco is using Oracle & IVL software system for making export documents. The
working of this software is from Order management to Shipment. This process is time
taking due to partly adoption of the software system. So, it is recommended that this
software should have been start from Enquiry management to Shipment. It would ease in
making documents in faster way manual interruption will be minimized.
Sometimes there is unavailability of containers for any particular destination occurs. This
problem have been overcome by helding a meeting and making a successful negotiation
process from the shipping line companies for the arrangement of empty containers.
“Speed of the boss is the speed of the team as well as speed of the organization”.
CONCLUSION:
Business is undergoing a strategic transformation companies require clear vision and an
attunement to balance the need sustainable in doing sum. It is a pointer to the direction in which
corporate strategies would need to change in order to make organization function a truly
responsible.
In other words future belongs to only those organizations that undertake and imbibe well defined
SCM. The globalization of SCM with goal of increasing competitive advantage, creating more
value-added and reducing costs through global sourcing. In a highly competitive business
environment a well established supply chain strategy absolutely essential for ensuring
competitive edge in the market place. SCM is the most powerful tool for bringing innovations
and maintaining price competitions which is a door step for transferring companies into a power
house.