1. Presented by : Group 5
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2. 15-Apr-13 2
www.wondershare.com

3.  The company started in the year 1993.
 The company is mainly engaged in the business of
refining vegetable oil including seed procurement,
processing, solvent extraction and marketing of edible
oil.
 The present operation of the company is broadly
categorized under three heads.
 Trading
 Manufacturing
 Marketing
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4.  GRSL has been awarded as the “ FASTEST
GROWING BRAND 2011” by Globe oil India
for its brand GOKUL.
 GRSL has achieved its 3rd position in the Food
& Agri-Products in India in the Fortune 500
list of Indian Companies published by Fortune
India Magazine
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5.  To become the most preferred and admired
brand globally, through quality products and
advanced technologies & processes, aimed at
bringing immense delight to all the
stakeholders.
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6.  To reach every kitchen of Indian family by delivering best
quality products with delicious taste.
 To become a true Indian MNC with Pan India presence and
operations across the globe.
 To develop most preferred and admired edible oil brands in
India.
 To create best value proposition to investors, vendors &
society.
 To uphold the principles of Corporate Governance.
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7.  Customer Orientation
 Excellence (high quality standards)
 Integrity (transparency in business)
 Leadership
 Innovation
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8.  India is world’s third largest edible oil
economy, after China and US
 India’s annual consumption is around 10
million tones and China’s 14.5 million tones.
 India is also a leading producer of oilseeds,
contributing 7-8% of world oilseed
production.
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9. “Gokul” is the Parent Brand of the
Company.
“Zaika” is a popular brand of
Vanaspati in Northern India.
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11.  Storage Facilities for Seeds and Oil.
 Extensive investment for seed holding in
house quality control.
 Export Capability as Kandla and Mundra port
are nearby.
 Strategic locations of Kandla and Haldia
helps in reducing import freight cost and also
ensures timely reach of the products.
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12. Opportunities
 Increasing share in retail sales.
THREATS
 Competitors.
 Price Fluctuation of raw material.
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13.  The distribution channel of GRSL is wide
spread in around 20 states with international
presence in many foreign countries.
 It has 4 production plants all over India.
 It transport its products through roadways,
railways & sea routes.
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14. Cont…
 Operations of the products are achieved
through company depots, agents,
distributors, retailers.
 The products are distributed to around
2,00,000 retailers all over the country.
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15. Loose oil in tankers
Packed oil in tins, pouches & plastic bottles.
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17.  Demand for edible oil in India has shown a
compounded growth of 4.5% over last ten
years.
 India’s annual per capita consumption has
shown a steadily increasing trend from 4 kgs
in 1970s to 10.2 kgs in late 1990s to current
level of 14 kgs.
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18.  India is highly reliable on imports of Edible oil.
 So, domestic edible oil prices have largely
been linked to international edible oil prices.
 The Indian edible oil industry is highly
fragmented, with the presence of a large
number of participants in the organized and
unorganized sectors.
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19.  There was an increase of 34.8% sales at the
end of March,2012 versus 2011.
 Sales have increased since last 5 consecutive
years.
 Since 2007, total sales have increased by
310%.
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20.  Macroeconomic factors : Population growth, per
capita income, purchasing power, oilseeds crop
 Influence of branded products - `health’ message
 Growing preference for convenience foods.
 With steady growth in population and personal
income, Indian per capita consumption of edible
oil has been growing steadily.
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21. STAR
HIGH •Palmoline Oil
•Vanaspati Ghee
•Refined Soyabean
QUESTION MARK
Oil
MARKET
GROWTH
CASH COWS DOGS
Mustard Oil
Cotton Seed Oil
LOW
HIGH MARKET SHARE LOW
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22.  Targeting health conscious cooking oil
consumers.
 Capturing export market through its 100%
dedicated unit “Global Overseas”
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23. Gokul Foundation :
1) Educational Facilities
2) Hospital Facilities
3) Health Camps, Children Medical Camp, Eye
Camp and tournaments
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24.  Foreign exchange fluctuation as the company
is into exports of edible oil
 Rise in key raw material costs (cotton seed
etc) could adversely affect the margins.
 Intense competition from the unorganised
sector
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25. Gokul Refoils
& Solvent ltd.
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26. COMPANIES BRANDS
 Adani wilmar  Fortune
 Ruchi soya  Soyam
 Parekh food  Gemini
 Bunge  Chambal
 N K proteins  Tirupati
 Amrit Bansal  Ginni
 Paras Industries  Mahakosh
 Cargill  Nature fresh
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27. • Quality – Purity, Freshness, Consistent & Top
quality
• Time – Delivery speed, On time delivery
• Flexibility – Variety of products
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29.  The proliferation of regional brands could be
one of the key threats to the national players
in the branded edible oil market.
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30.  Ruchi Soya.
 New global entrants.
 Technological advancement of competitors.
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31.  In edible oil market, bargaining power of the
buyers is likely to be high because of the
following reasons.
 Customers buy a large volume, so there is a
concentration of buyers.
 Customers are price sensitive and can switch to
other substitutes.
 Substitutes are available in numbers.
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32.  Domestic oil seed market is dominated by
many (fragmented) suppliers rather than few
large suppliers.
 Customers’ suppliers are not too many, so
buyers’ bargaining power is moderate.
 Switching cost from one supplier to another
is easy.
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33.  Threat of Substitute in Edible oil market is
significantly high.
 Huge portion of customer is not still Brand
Loyal
 Customers are highly price sensitive.
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34.  The expansion strategy would lead them to
market their products all over India. For Eg:
New Plant in Haldia.
 Use of advanced technology would give them
competitive advantage.
 Use of R & D for the product development
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