Bangalore University BBM Final Year Project

ASHRAF WOOD INDUSTRIES 2010 - 2011
1 | P a g e A L A M E E N I N S T I T U T E O F M A N A G E M E N T S T U D I E S
CHAPTER-1
INTRODUCTION

INTRODUCTION
As an introduction into wood industry I should start with the exact meaning of the
word wood, most commonly the word wood and timber uses equivalently. But there
is a clear distinction between these two words. Timber commonly means a beam
made of wood, or a post made of wood, or a processed wood.
And Wood is a hard, fibrous tissue found in many plants. It has been used for
centuries for both fuel and as a construction material for several types of living
areas such as houses, known as carpentry. It is an organic material, a natural
composite of cellulose fibers (which are strong in tension) embedded in a matrix of
lignin which resists compression. In the strict sense wood is produced as secondary
xylem in the stems of trees (and other woody plants). In a living tree it transfers
water and nutrients to the leaves and other growing tissues, and has a support
function, enabling woody plants to reach large sizes or to stand up for themselves.
Wood may also refer to other plant materials with comparable properties, and to
material engineered from wood, or wood chips or fiber.
People have used wood for millennia for many purposes, primarily as a fuel or as a
construction material for making houses, tools, weapons, furniture, packaging,
artworks, and paper. Wood can be dated by carbon dating and in some species by
dendrochronology to make inferences about when a wooden object was created.
The year-to-year variation in tree-ring widths and isotopic abundances gives clues
to the prevailing climate at that time.
As days are going high the demand for wood is also increased, day by day buildings
and structures mushroomed in the world. But not the trees. It made wood a highly
demanded material in the world. From a brittle match stick to hard hockey stick,

from a walking stick to massive pillars wood is used in everything were man sits
and stands. This usage made wood a major commercial item from known ages.
WOOD INDUSTRY IN INDIA
India's Forest Wealth
India was rich in its forest wealth having a huge land area under forests.
Practically, all varieties of forest growth are found in India, ranging from tropical
hardwood forests to high altitude coniferous forests and from deciduous to
evergreen forests and Plantation but unfortunately the forest resources in India is
depleting due to increase of population and other causes. Sound principles of forest
policy, administration, timber production and conservation were introduced by an
act of legislature in 1845, and ever since Indian forests are being managed on
scientific and progressive lines. Large areas have abundance of some of the finest
plywood timbers both for constructional and decorative plywood, Indian teak,
Indian Rosewood and Padauk are world-renowned for their beauty of figure, grain
and texture. Gurjan, Vellapine, Hollock and Hollong are only a few of the many
Indian timbers used for making good commercial plywood’s. Such continuous
depletion of the natural forest resources of the country due to various consumption
of solid wood, it was felt to conserve the natural resource forest by reconstituted
wood products such as Plywood, Hardboard, Particleboard and Medium Density
Fiberboard (MDF) to meet the rising demand of Wood from the general consumer,
Railways, Defense, Furniture, Laminate manufacturers and the builders. At the
same time also it is trying to meet the wood demand by Bamboo products which is
alike to wood.
Instead of depending entirely on natural regeneration of forest resources the
Government of India, NGO and some of our members have taken positive steps for
Tree plantation on large areas in the various states with fast growing species so that

can conserve the natural forest and meet the demand for wood and wood products
of various domestic and international consumers.
Wood based Panel Industry in India
Wood Panel products effect considerable saving of scarce wood as compared to
Solid Timber. The basic types of Wood based panels are:-
 Plywood
 Particleboard
 Hardboard and Medium Density Fiberboard
Because of their versatility in application and efficiency in wood raw material
utilization the wood panel products have to a great extent replaced solid wood in
both structural and non-structural uses.
Plywood
The history of plywood industry in India is old. It is more than 75 years that this
industry was started here on a very modest scale.
It was in the year 1906-07 that plywood was imported in India for the first time-
valued at Rs.32 lacs. Imports rose steadily and by 1924-25 it were worth Rs.90
lacs. Tea Industry in Assam, West Bengal and Kerala was steadily developing and
it was thought that plywood industry in the form of Tea Chests production mainly
for export should be developed. Accordingly two plywood factories were started in
Assam in 1923-24 but their development was steady and slow and not phenomenal.
These were the pioneers and the resourcefulness and courage shown by them in the
early stages of growth of Plywood Industry was remarkable and the industry owes
gratitude to these courageous entrepreneurs.
With the outbreak of Second World War, necessity of manufacturing tea chests

locally was very much felt and Plywood Industry in form of Tea Chests Industry
started on a large scale. It will not be exaggerated that Plywood Industry in India is
a gift of Second World War. Now that tea chests must be produced, Forest
Departments in different States started thinking in terms of finding suitable timber
for manufacturing tea chests. Experiments were made at Forest Research Institute,
Dehra Dun and it was found that plywood made from Indian timbers were as good
as imported products and therefore advised forest entrepreneurs to set up modern
factories in different States. Accordingly well-equipped factories were started in
different places viz. Sitapur, Bangalore, Baliapatam, Dandeli and Coochbehar.
Some of these factories suffered setbacks in the post war years, as after cessation
of war the vested interests tried to sabotage this industry by trying to restart
imports of tea chest. Tariff Board enquiry was held and the Government imposed a
lien on the importers to purchase Indian products equivalent to the quantity
allowed to be imported. Slowly and slowly, the Government imposed total ban on
imports and this thoughtful action of the Government encouraged the Indian
entrepreneurs to modernize their plants and invest substantial capital in this
industry.
After 1947-48, the industry resorted to diversification of its products and block
boards, flush doors, commercial plywood, decorative plywood, marine and aircraft
plywood’s, produced in Indian factories came into the market which were second
to none in the world in quality and diversity of its products.
Industrial Licensing is governed by the Industries (Developmental and Regulation)
Act, 1951 under which the wood based industry was covered.
There was no restriction of putting up plywood Mill up to 1970. The only criteria
was that the applicant was required to obtain an Industrial License which was
being considered by Ministry of Industry after consulting various Ministries

including Ministry of Environment & Forests. Forest Ministry was being consulted
for ascertaining sustainable raw material of Timber for a particular project; the
Wood based Industry was more or less in Medium and Large scale.
The Wood based Industry was under Compulsory Industrial Licensing from 1988
whether a small scale unit or a Large/Medium unit, new undertaking or substantial
expansion would require Industrial License.
During 1970 there was clear cut definition of Small Scale Sector and units having
an investment of less than 7.5 lakhs in Plant and Equipment were covered under
the definition of Small Scale Sector which would be registered with the respective
State Director of Industries. At that particular stage some of the units with such
investment got themselves transferred to small scale sectors.
Meanwhile there were modern technology and machinery equipped plywood units
coming up in different places in India like North Eastern Zone.
In 1997 the Government of India totally delicensed wood based industry as a result
more than 2000 small-scale units coming up.
The potentialities of the industry can be judged from the many uses to which
plywood can be put. Apart from tea chests plywood marine and aircraft plywood
there are specific demand for the following articles from the consumers:-
1. Shuttering Plywood
2. Packaging Plywood
3. Plywood drums
4. Flush doors
5. Commercial & Decorative Plywood

6. Block Boards
7. Molded Plywood furniture and chair seats
8. Laminated picking sticks for cotton and jute textile industry
9. Sliced decorative veneers of walnut, teak, rosewood etc.
10.Compregnated wood veneers required for heavy chemical industry and
electrified railways.
To assess the overall status of plywood industry in the country the production of
plywood in India given here below for 60 years from 1951 to 2011 on 10 years
basis.
Production of more than 2000 small scale units was not properly recorded only
estimated every year. Due to Hon’ble Supreme Court Order on 12/12/1996 the
6.59
15.36
27.54
50.15
62.52
14.61
16.71
0
10
20
30
40
50
60
70
1951 1961 1971 1981 1991 2001 2011
60 YEARS PLYWOOD PRODUCTION IN METRIC
TONNES

production activities was totally suspended in Medium/Large scale unit particularly
in North Eastern Region as a result the production reduced drastically from 1997
and still there is no improvement.
Particle Board
Particleboard is a reconstituted constructional panel particularly developed as a
substitute for natural constructional wood and is made from low grade waste
woods or from certain agricultural ligneous wastes. In that respect particleboard
assumes one of the greatest importance in the wood panel products industry from
the point of view of conservation of scarce forest resources in a country.
In India the first Particleboard plant was set up in late 1950’s at Sitapur in Uttar
Pradesh. There are presently about 12 Wood based and agriculture ligneous waste
based Particleboard units in India.
The production of particleboard is given here below for last 5 years from 2006 to
2010 in M Tones.

Hardboard and Medium Density Fiberboard (MDF)
13489
34634
63683
92728
50050
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
2006 2007 2008 2009 2010
PARTICLE BOARD PRODUCTIONLAST FIVE
YEARS IN METRIC TONNES
42795 45126
81290
78414
81304
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
2006 2007 2008 2009 2010
PRODUCTION OF HARDBOARD IN METRIC
TONNES
Series 1

Fiberboard is a board encompassing sheet materials of widely varying diversities
manufactured from refined or partially refined wood fibers or other vegetable
fibers. Bonding agents and other materials may be incorporated in the manufacture
to increase strength, resistance to moisture, fire or decay.
The first Fiberboard (Hardboard) Industry was established in India during late
1950’s and the first Medium Density Fiberboard plant was set up in India about 20
years back.
The production of Hardboard and MDF for last 5 years from 2006 to
2010 are given below:-
34593
30632
39085
43567
37146
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
2006 2007 2008 2009 2010
PRODUCTION OF MDF IN METRIC TONNES
Series 1

INDUSTRY PROFILE
The ASHRAF WOOD INDUSTRIES
has a factory at Perumbavoor in Kerala
with an installed capacity to
manufacture 2.1 million square meters
of plywood (4 mm basis) and is
presently manufacturing plywood of
different size variety and technical
specifications.
The Company is also engaged in the activities of manufacturing, synthetic
bags, paper, Boards and Veneers.
The Company has now proposed two projects envisaging setting up two new
plants for the manufacture of engineered wood products i.e.
Seasoned/Seasoned-Laminated Timber and Mouldings at i) Port Blair, A&N
Islands (near its existing plant) and ii) Tellcherry, Dist-Cannanore, Kerala.
The company as on today is one of the leading timber Importer having several
saw mills at various location. The annual capacity of timber imported is about
5000 cbm. It has been employed skilled and trained people in all the SAW
MILLS to keep up and maintain the best quality of the sawn sizes.
Now it is catering the needs of saw mills throughout India, supplying round
timber logs and sawn timber size to retailers, Flat promoters etc., making
wooden pallets, heavy packing materials etc…and so on. The company is
banking with STATE BANK OF INDIA perumbavoor branch

They are one of the leading timbers manufacture. They are supplier and
importer of all kinds of wooden sizes for manufacturing of various machines,
hotels, flats, making furniture etc. at reasonable prices. They sell the quality
teak wood readymade wooden boxes in various sizes, beautiful designs & quality
craftsmanship.
All measures are taken to ensure a long life of wood fall under the definition wood
preservation (timber treatment). Apart from structural wood preservation measures,
there are a number of different (chemical) preservatives and processes (also known
as timber treatment or lumber treatment) that can extend the life of wood, timber,
wood structures or engineered wood. These generally increase the durability and
resistance from being destroyed by insects or fungus.
INFRASTRUCTURE
A sound infrastructure is the need of any organization. Our infrastructure sprawls a
vast area and is equipped with all the amenities and comprises a manufacturing unit,
warehouse and a testing unit. All the departments work in synchronization with the
other, so that a product manufactured is flawless. All the machines that we have are
of the latest technology thus ensuring that our products are defect-free, and allows
us to manufacture our range in bulk.

Some of the machines that they have in the industry are as follows:
 Cutting machines
 Drilling machines
 Polishing machines
 Lathe machines
 Screw machines
 Peeling machines
 Seasoning machine
 Chemical treatment machine
ASHRAF WOOD INDUSTRIES thus is a hub of all the necessary qualities that a
good successful industry should have. This industry holds the second position in
Kerala wood industry.

HISTORY OF ASHRAF WOOD INDUSTRIES
In 1959 Mr. Macky was successfully doing his ―TIMBER TRADING‖ in
Madras. He met a lot of profit and saw the brighter side of the business. He had a
successful endeavor in this stream of the Industry.Later in the years to come by Mr.
Macky planned to come to his home town .He came to THALASERRY in
KERALA and he started with ―PRIEMIER TIMBER INDUSTRY‖ This industry
too met a reasonable amount of profit
Mr. Macky in 1970 was requested by his friend B Moidhu Haji to come to
PERUMBAVOOR there again they both together with their joint effort of skill and
hard work began the same business but in a form of PARTNERSHIP FIRM.
IMPORTANCE OF PERUMBAVOOR
 In PERUMBAVOOR the wood is available at cheaper rate with good quality
 High range places are nearby PERUMBAVOOR they are
IDDUKKI,MUNNAR,THEKADI,KOTTAYAM,PATHANAMTHITTA
 Species of wood in MUNAR and THEKADI are silver oak. red cedar,
white cedar which are very much in use in the wood industry
 Perumbavoor has around one acre hanging bridge where in everyday a
minimum of hundred lorries pass through this in account with the exporting
and importing of wood

This partnership firm did not take them a long way according to their expectations.
Mr. Macky had a strong intention to start the same business all by himself. After
some years in 1987 Mr. Macky and B Moidhu Haji they split up. Mr. Macky started
his own TIMBER INDUSTRY .He had the same industry in different parts of
KERALA; He saw a great success in this journey of his business. But again the
storm of disappointment hit him as the FOREST DEPARTMENT made a
mandatory rule that all industries who are dealing with forest materials must hold a
LICENCE. Mr. Macky was in a dilemma he then came up with a brilliant idea. The
various industries which he had in different parts of Kerala he registered each in his
son’s name. Mr. Macky had four sons he registered in respect to each son’s name.
After all the hardship and sincere effort Mr. Macky made his dream come true. He
saw the peak of success in his business .Later in the years ―PRIEMIER TIMBER
INDUSTRY‖ was renamed as ―ASHRAF WOOD INDUSTRIES‖ .Ashraf is the
name of his elder son. After some years Mr. Macki passed away and the business
was taken over by his eldest son Ashraf. Mr. Ashraf took over the business.
According to his father’s expectations he did a honest work for the future endeavors
of the business , even more than that. This fact can be seen as ―ASHRAF WOOD
INDUSTRIES‖ has become one of the famous wood industry in KERALA
This wood industry has wide varieties of wood, which serves the need of all the
customers. The quality they assure is the best one. The service rendered to the
clients has kept them satisfied. With a lot of hard work and a strong will power the
industry reached the desire position of their heirs. Perumbavoor provides them all
the basic amenities required for them for the production. The type of wood such as
red cedar and white cedar are used as insulators in electric poles where in

perumbavoor it is available easily. The availability of raw materials nearby is a
boon to the industry and this boon place is PERUMBAVOOR

CHAPTER - 2
RESEARCH DESIGN

INTRODUCTION
A researcher is like an engineer who meticulously plans everything before he
can start any work. An engineer proposes a blue print before he finally starts the
construction of building or fabrication of a machine. As such, a research scholar is
also required to prepare the plan of action for his study. The plan of action is known
as ―Research Design‖ in formal language, a research design indicates a plan of
action to be carried out in connection with a proposed research work.
DEFINITION
Research design is a purposeful scheme of action proposed to be carried out
in a sequence during the process of research focusing on the management problem
to be tackled. It is only a guideline for the researcher to enable him to keep track of
his actions and to know whether he was moving in the right direction in order to
achieve his goal.
According to Clifford Woody research comprises defining and redefining
problems, formulating hypotheses or suggested solution, collecting, organising and
evaluating data; making deductions and reaching conclusions and at last carefully
testing the conclusions to determine whether they fit the formulating hypothesis.

TITLE OF THE STUDY
―COMPREHENSIVE STUDY ABOUT KERALA TIMBER INDUSTRY WITH A
SPECIAL REFERENCE TO ASHRAF WOOD INDUSTRIES‖
STATEMENT OF PROBLEM
ASHRAF wood industries in spite of being in the market for many decades
and also having good quality has not been able to capitalize on its brand and create
impact on the Customers and Dealers in a huge volume. Still it is manufacturing the
same products which it used to do from past days.
So THE COMPREHENSIVE STUDY ABOUT KERALA TIMBER INDUSTRY
WITH A SPECIAL REFERENCE TO ASHRAF WOOD INDUSTRIES will help
the firm to identify where it lacking and where it can shine much.
The study helps to obtain suggestions for improvement of the products of this
company. This study will contribute to find out the customers perception and
industry’s present status so that the company can perform excellent in the days
coming.
OBJECTIVE OF STUDY
 To know the present status of Kerala timber industry
 To understand the up downs in the industry and to identify the cause for
the variations
 To understand the growth of the company.
 To understand the customer perception towards wood products
 To understand the effect of substitutes for wood
 To study about the risk factor involved in timber business

 To get information and conclusion to make complete
improvement in company
SCOPE OF STUDY
Enables to study about the market potential of Ashraf wood industries.
Enables to study about the customer preference in purchasing timber
products.
Emphasizes on finding out the brand popularity of Ashraf wood industry
helps to picture out whether the products are satisfying the clients or what.
It facilitates the assessment of the adopted marketing strategies. It gives
insight for identified marketing opportunities and threats.
METHODOLOGY OF STUDY
Research Methodology is the most important aspect of the survey without
which the researcher may not be able to obtain facts and figures from dealers. Face
to face conversation backed up questionnaire check list is useful tool for the study.
RESEARCH DESIGN
Research Design is purely a master plan or model for the conduct of the
investigation. It is a specification of procedures for collection and analyzing
information required for the solution of the specific problems.

RESEARCH INSTRUMENT
Questionnaire was designed with open-end and close-end questions. The
Questionnaire was designed in such a manner so as to cater to all the areas and
aspects of the study.
QUESTIONNAIRE
The most popular research instrument for collecting data is questionnaire.
The questionnaire is given to the respondents for collecting information.
PERSONAL INTERVIEW:
Having direct discussion with dealers to the related topic to collect the accurate
data and analysis the data.
RESEARCH APPROACH
Survey method was adopted in order to collect the primary data required for the
study. The sources of data is given below

DATA SOURCES:
1. Primary Data
Primary data is the first hand information collected for research purpose . Primary
data was collected through an interview with the help of a structured questionnaire,
which contained quires that were relevant to the purpose of the study as well as
pertinent; industry related questions. The present study questionnaire makes use of
both open ended and close ended questions.
2. Secondary Data
Secondary data is the information which already exists. Secondary data is collected
from journals, magazines, books, dissertations etc. The secondary data for this
research was obtained from company profile, corporate magazines, corporate
broachers, websites, journals etc. Various books and other published matter were
also referred to for sorting, tabulating and analyzing the raw data collected. Very
little research specific data was available; hence much emphasis was given to
primary data.
DATA ANALYSIS
Simple statistical tools such as Graphs and charts are used to have a better pictorial
understanding.
PLAN OF ANALYSIS
The collected data has been classified, tabulated, analyzed and interpreted in an
organized manner. Inferences have been drawn carefully and methodically with
supportive guidance to avoid discrepancies in the survey. Conclusions have drawn
and suggestions have been made to the best of knowledge.

All the work is done under the assumption that the data collected from the
respondents was accurate. Throughout the survey and throughout the time the report
was prepared, errors and mistakes have been made minimal despite the knowledge
to the fact that with a sample size of 100, various hindrances are bound to occur.
Utmost care has been taken while preparing this report to see that it can be clearly
understood by the reader as well as beneficial for the company.
FIELD WORK
Field work is an important part of a research work for this research the
researcher collected data from dealers in perumbavoor. Before filling questionnaire
the researcher explained the importance of this survey after this the researcher asks
questions for the respondents to collect accurate data from them.
ANALYSIS
After collecting the information it was transferred for analysis &
interpretation of the data. The data relating to set of objectives were then classified
and the findings were recorded later the data was graphically represented.
Suggestions and conclusion are also drawn from the data. As the work done under
the assumption that the data collected from the respondent were accurate.

CHAPTER SCHEME
The brief description of each chapter in this study is given below
Chapter I : INTRODUCTION:
Brief introduction about the industry and its features
Chapter II: RESEARCH DESIGN: This chapter shows the research
Design and Methodology.
Chapter III: COMPANY PROFILE: Describes the company profile of
―Ashraf wood industry‖
Chapter IV: DATA ANALYSIS & INTERPRETATION: This chapter
Describes a step by step analysis of data collection and
Interpretation of the concepts formed and the results inferred.
Chapter V: FINDINGS AND CONCLUSION: These chapter summaries
The findings i.e. the facts that the data reveals form the survey.
Chapter VI: RECOMMENDATION AND SUGGESTIONS
Chapter VII: ANNEXURES, Questionnaire for Customers
Chapter VIII: BIBLIOGRAPHY: Books, trade journals and web sites
referred to prepare this project report.

LIMITATIONS OF STUDY
 Firstly, the sample size is comparatively smaller to make a final decision.
Thus it is a barrier towards deriving perfect conclusion.
 Time limit was a hurdle, which restricted the population to a limited few.
 The information given by respondents may or may not be true because in
some cases, respondents may be casual or busy. They may not give correct
opinion while answering the questionnaire.
 Study of market response for the various dealers under study is limited to
only potential areas of Chennai City due to limitations of time and cost
factor.
 The views of respondents cannot be taken as general view of the public to
conclude and prepare the project report.
 Dealer’s perceptions fluctuate as per circumstances where the information
of project will become invalid in due course of time.

CHAPTER - 3
COMPANY PROFILE

ASHRAF WOOD INDUSTRIES
ASHRAF WOOD INDUSTRIES is a leading name offering qualitative
timbers and logs for various industrial and domestic uses. With an industrial
experience of more than six decades, they have established themselves as one of the
leading manufacturers, dealers and trader of a wide variety of timber and allied
products. They have a well-managed firm which successfully caters to clients based
in all parts of the country. Their product range includes Sawn Timbers, heavy
packing boxes, etc.
Since their inception in the year 1959, they have come across a long way with the
support of their skilled team of engineers, craftsmen, designers, and other staff.
Their proficient team members have helped them in maintaining a steady growth
and in achieving due recognition in the national market. they effectively
communicate with their esteemed clients and consider valuable suggestions and
feedback about timber, logs and furniture products.
ASHRAF WOOD INDUSTRIES is engaged in processing a wide range of timbers
and logs that are procured from the non-restricted forest areas. We make sure that
only the matured logs are processed, thus resulting in good performance of the
finished range. Leveraging on our deep expertise and management support, we offer
our clients with the following range:

• Sawn Timbers
• Teak Round Logs
• Ghana Teak Logs
• Kursia Logs
• Padouk Logs
• Pine Logs
• Kursia Logs
We, ASHRAF WOOD INDUSTRIES, are a quality oriented company and all our
efforts are directed towards offering clients with the best quality products. For this,
we follow established quality control policies in our firm. Our procurement agents
ensure that the timbers are procured from reliable sources and are processed in an
efficient manner by following the standard norms set forward by the timber
industry.
Our modern manufacturing unit assists in developing the range as per the industry
standards. We have all the machines and wood cutting equipment’s that minimize
human labor and further save time, which is a prime asset for us. We have the
support of a well-trained team that helps us achieve our targets on time to meet the
bulk orders of clients. They are highly dedicated and work round the clock to make
clients satisfied at all times.

INCEPTION
In 1959 Mr. Macky was successfully doing his ―TIMBER TRADING‖ in
Madras. He met a lot of profit and saw the brighter side of the business. He had a
successful endeavor in this stream of the Industry.Later in the years to come by Mr.
Macky planned to come to his home town .He came to THALASERRY in
KERALA and he started with ―PRIEMIER TIMBER INDUSTRY‖ This industry
too met a reasonable amount of profit
Mr. Macky in 1970 was requested by his friend B Moidhu Haji to come to
PERUMBAVOOR there again they both together with their joint effort of skill and
hard work began the same business but in a form of PARTNERSHIP FIRM
PRESENT BUSINESS
The Company has a factory at Perumbavoor in Kerala with an installed capacity to
manufacture 2.1million square meters of plywood (4 mm basis) and is presently
manufacturing plywood of different size variety and technical specifications.
The Company is also engaged in the activities of manufacturing, heavy packing
materials, block boards, wooden rods and Veneers.
The Company has now proposed two projects envisaging setting up two new plants
for the manufacture of engineered wood products i.e. Seasoned/Seasoned-
Laminated Timber and Moldings near its existing plant and Tellicherry, Dist-
Cannanore, Kerala.

ORGANIZATIONAL STRUCTURE
KEY PERSONS AND BOARD OF DIRECTORS
MANAGING DIRECTOR - ASHRAF N V
DIRECTORS - HARRIS NV
-MOOSA N V
-SALMAN N V
-HUSSINI MUBARAK

CLIENT LIST
ISRO
The Indian Space Research Organization (ISRO) is the primary
body for space research under the control of the Government of India, and one of
the major space research organizations in the world. It was established in its modern
form in 1969 as a result of coordinated efforts initiated earlier.
Over the years, ISRO has conducted a variety of operations for both Indian and
foreign clients. ISRO's satellite launch capability is mostly provided by indigenous
launch vehicles and launch sites. In 2008, ISRO successfully launched its first lunar
probe, Chandrayaan-1, while future plans include indigenous development of
GSLV, manned space missions, further lunar exploration, and interplanetary probes.
ISRO has several field installations as assets, and cooperates with the international
community as a part of several bilateral and multilateral agreements.

COCHIN INTERNATIONAL AIRPORT
COCHIN INTERNATIONAL AIRPORT
(IATA: COK, ICAO: VOCI), also known
as Nedumbassery Airport and CIAL, is
the largest and busiest airport in Kerala, located at NEDUMBASERRY, near
KOCHI, in INDIA. For the period of Apr–Nov 2010, it was the seventh busiest
airport in terms of overall passenger traffic and fourth busiest in terms of
international passenger traffic. The airport is the primary base for AIR INDIA
EXPRESS operations and it is a focus city for GOA AIR, INDIGO, JET
AIRWAYS, JETLITE, SPICEJET and KINGFISHER AIRLINES.
The airport pioneered the concept of private investment in Airport sector by
incorporating it as a PUBLIC LIMITED COMPANY and it received investments
from nearly 10,000 NON RESIDENT INDIANS from 30 countries.
The airport handled 3.9 million passengers and had air traffic movements (ATM) of
about 411 per week for the year 2009-10. The airport currently handles around 799
aircraft per week with 10,800 passengers each day. Eight domestic airlines and 16
international airlines connect Kochi with nearly 40 destinations nationally and
internationally.

SOUTHERN RAILWAY
The southern railway is the earliest of the 16 zones of the Indian railways created
in independent India. It was created on April 14, 1951 by merging three state
railways namely madras and southern mahratta railway, the south Indian railway,
and the Mysore state railway. The south Indian railway was originally created in the
British colonial times as great southern India railway co. founded in Britain in 1853
and registered in 1859. Its original headquarters was in tiruchirapalli (trichy) and
was registered as a company in London only in 1890
B.H.E.L
Bharat Heavy Electricals Limited (BHEL) (BSE: 500103, NSE: BHEL) is one of
the oldest and largest state-owned engineering and manufacturing enterprise in
India in the energy-related and infrastructure sector which includes Power,
Railways, Transmission and Distribution, Oil and Gas sectors and many more. It is
the 12th largest power equipment manufacturer in the world. BHEL was established
more than 50 years ago, ushering in the indigenous Heavy Electrical Equipment
industry in India .The Company has been earning profits continuously since 1971-
72 and paying dividends since 1976-77 . 74% of the total power generated in India
is produced by equipment manufactured by BHEL.

It is one of India's nine largest Public Sector Undertakings or PSUs, known as the
Navratnas or 'the nine jewels’. Bharat heavy Electricals Limited is the 12th largest
power EQUIPMENT producer in the world.
 B.H.E.L BANGLORE
 B.H.E.L THRICHI
 B.H.E.L RANNIPET
 B.H.E.L HYDERABAD
I T I (INDIAN TELEPHONE INDUSTRIES LIMITED)
Indian Telephone Industries Limited is a state-owned manufacturer of
telecommunications equipment in India. It was founded in 1948, and today has six
manufacturing facilities which produce a range of switching, transmission, and
access and subscriber premises equipment. It is headquartered at BANGALORE
(Bengaluru).
It produces GSM mobile equipment at its Mankapur and Rae Bareli Plants. These
two facilities supply more than nine million lines per annum to both domestic as
well as export markets. It also produces Information and Communication
Technology (ICT) equipment such as network management systems, encryption and

networking solutions for internet connectivity, and secure communications
networks and equipment for India's military
INSTRUMENTATION LTD
Instrumentation Limited, Palakkad (ILP) started its operations in collaboration with
M/s Yamatake Honeywell Co. Ltd., Japan (YH) the world renowned leader in
process control instrumentation including final control elements like control valves
etc.
In India, ILP has achieved self-reliance in the field of Instrumentation and has gone
on to earn a fair name as a leader in providing turnkey Instrumentation, not only to
the core Indian industry, but also to the overseas market.
Today, Instrumentation Ltd. plays a vital support role for a very wide spectrum of
industrial enterprises – ranging from core sector establishments such as steel,
power, cement and oil refineries to large medium and even small scale industries.

KMML
Kerala Minerals and Metals Ltd is an integrated titanium dioxide manufacturing
public sector undertaking in Kerala, India. Its operations comprise mining, mineral
separation, synthetic rutile and pigment-production plants. Apart from producing
rutile-grade titanium dioxide pigment for various types of industries, it also
produces other products like ilmenite, rutile, zircon, sillimanite, synthetic rutile etc.
The company manufactures titanium dioxide through the chloride route. The
different grades are produced by KMML under the brand name KEMOX.
KMML has always been responsive to social and environmental causes. Some of
the initiatives taken by KMML have made a significant change to the area and its
people.
TELK
TELK, Transformers and Electricals Kerala Limited was incorporated in 1963
under an agreement with Government of Kerala, Kerala state Industrial
Development Corporation and M/s. Hitachi Limited, Japan to set up a full-fledged
unit for designing and manufacturing Extra High Voltage Electrical equipment’s in
India.
TELK set an example by venturing into the area of manufacturing high capacity
transformers in India at a time when nation relied mostly on imported equipment’s

to meet its power transmission requirements.
Located at Angamally, near Cochin in Kerala, the first product rolled out from
TELK in 1966. Telk has established its own brand image for quality and reliability.
Since 23rd June 2009, Telk is a Joint Venture Company of Gov’t of Kerala and
NTPC Ltd.
SAINT-GOBAIN SEPR
SEPR Refractories India Limited is a Wholly Owned Subsidiary of Saint-Gobain
SEFPRO who is one of the world’s largest manufacturers of fused cast refractories
for glass furnaces. SEPR India came into being in 2002 by acquiring the fused cast
business from Carborundum Universal (CUMI), PRODUCTS
A fused cast refractory is a high–density material obtained by melting a mixture of
the purest oxides and casting them into molds to create the required shapes. Fused
cast refractory blocks are preferred by the glass industry mainly because they offer
good glass corrosion resistance at high temperatures with no glass defects.
Apart from fused cast refractories, they also manufacture Wear Resistant fused cast
materials, sintered refractories and monolithic. In view of their ability to
manufacture products with internationally acclaimed standards, we today are
preferred suppliers to leading Glass manufacturers and designers like SGG, Fives
Stein, SORG, HORN, TECO, NEG etc. They are proud to have a satisfied clientele
which spreads over South East Asia, Russia, Europe, America, and Africa etc.

KELTRON
Keltron, Kerala State Electronics Development Corporation Limited, is a Public
sector electronics company located in Kerala, a state in India. It is headquartered at
the capital city of Kerala, Thiruvananthapuram. The company is under the direct
control of the State government of Kerala.
The registered name of the company is Kerala State Electronics Development
Corporation Limited (KSEDC Ltd). The name Keltron was coined from two words,
Kerala Electronics and when it was necessary to use a small word in Telegrams
referring to the company. Later, the same naming convention was adopted to name
two other state owned electronic companies namely Meltron (Maharashtra
Electronics) and Uptron (UP Electronics).
In its early days, the company produced DCS, PLC, electronic devices such as
televisions, radios and other consumer electronics goods. On this end, the company
was a failure to provide its quality consumer goods with competing rates and
henceits products could not compete in international market. Keltron is famous for
its automatic traffic regulation systems. In early days, Keltron traffic signals were
used in all the major metro cities of India. Currently it is mainly used in Kerala and
few neighboring states.
Currently, major products of the company include mines for Indian navy and
various parts of Rockets for Indian space research organization ISRO. The company
also produces basic electronic components such as capacitors, transistors, resistors,
diodes, PCBs on a large scale for the Indian market. It also provides services in the
field of information technology, animation, and web designing. It has recently
established a division for geo-informatics services.

COMPETITORS LIST
MM SAW MILLS, MOOVATTUPUZHA, KERALA
Adooparambu, Moovattupuzha, Phone: 485 2835506, Mobile: 974 555 0001
Pioneers in Timber industry deal with mainly hardwoods like Burma teak ,
Pyinkado , local wood etc., they supply round logs or sizes in huge quantities.
Key person: Mr.Kalamkutty, Mobile: 9745550001
UNITED TIMBER CORPORATION, Cochin, Kerala
Specialize in interior Decorative Woods: Beech, Ash, Maple,
Hard wood: Cheru Teak Mainly in Sizes and Logs
Thammanam P.O., Kochi - 682 032, Kerala
Phone: 0484 - 2331181, 2335667, Fax: 0484 - 2341793
E - Mail: utcn@rediffmail.com
PAULSON WOOD INDUSTRIES, COCHIN, KERALA
For Total Range of Quality Wood, Rose Wood, Teak Wood etc.
Paulson Furniture for all kinds of wood sizes, Readymade Doors, Windows,
Shutter and Frames.
Office : Phone : +91 - 484 - 3206347, Res : 0484 - 2593657, Mobile : 9447726347
Kuruppampady, Perumbavoor, Cochin - 45, Kerala, Phone : 0484 - 2526347
ROYAL WOOD CRAFT & TIMBERS,KALLAI
CALICUT, KERALA
Shop for Quality Wooden Furniture, Round Logs, Packaging cases, Cut, Sizes,
Suppliers
East Kallai, Calicut - 673003, Kerala, India

Phone : Off : 91 - 495 - 2306226, Fax No: 0495-2306226,
E - mail : royalwoodcraftandtimbers@yahoo.com
Contact :A.Sathyaprakash Mobile : 9847129966, Timber Merchant, East Kallai,
Calicut - 673 003
OVERSEAS TIMBERS, CALICUT, KERALA
Thani, Mavu, Silver Oak Planks & Runners Seasoned in Kallai River
Above 60" girth Logs at reasonable rates, delivery in 12 hours including sawing
Mooriyad, Calicut- 673 002, Kerala, India
Tel: 94471 21303, 91 495 2301018
Email: overseastimber@yahoo.com
ANB DESIGNER WOOD PVT LTD, COCHIN, KERALA
Manufacturers & Exporters Furniture Cabinetry Joinery Seasoned Timber
9388615984
E - mail : anbwood@satyam.net.in
Industrial Development Plot, Angamaly - 683573
Phone : 91 - 484 - 2627898
WESTERN INDIA PLYWOODS
It the number one plywood manufactures of the country having exports to a number
of nations, situated in thellichery cannore, Kerala

PRODUCTS AND PRODUCTION PROCESS
The noun product is defined as a "thing produced by labor or effort"[1] or the
"result of an act or a process",[2] and stems from the verb produce, from the Latin
prōdūce(re) '(to) lead or bring forth'. Since 1575, the word "product" has referred to
anything produced.[3] Since 1695, the word has referred to "thing or things
produced". The economic or commercial meaning of product was first used by
political economist Adam Smith.
In marketing, a product is anything that can be offered to a market that might satisfy
a want or need.[5] In retailing, products are called merchandise. In manufacturing,
products are purchased as raw materials and sold as finished goods. Commodities
are usually raw materials such as metals and agricultural products, but a commodity
can also be anything widely available in the open market. In project management,
products are the formal definition of the project deliverables that make up or
contribute to delivering the objectives of the project.
In general, product may refer to a single item or unit, a group of equivalent
products, a grouping of goods or services, or an industrial classification for the
goods or services.
A related concept is sub product, a secondary but useful result of a production
process.
Main products

 WOODEN PLANKS- A plank is a piece of timber flat, elongated and
rectangular, with parallel faces, higher or longer than wide, used in the
construction of ships, houses, bridges, etc...
Usually from sawn timber, more than 38 mm thick, and generally wider than
63 mm. If the width is less than 63 mm and the thickness less than 38 mm is
called board.
It also receives the name of board a panel of wood or other material
(composed of one piece of board or more) which is normally hung on a wall
with announcements to be read by a certain audience (for example a bulletin).
From these words derives the term for the digital bulletin board Bulletin
board System
USAGE
Ancient times planks sawn from logs were used to build bridges, walkways,
ships or houses, including flooring, coverings and furniture . They also
served as a support to form a shelf or table (for storing food, objects, etc...). It
originates in the habitat of the Neolithic house, the shepherd used them to
cure the cheese (let them dry on long planks).
The plank has been in the past, the basis of maritime transport. The planks of
wood float on the water, and they are easy to be machined, so, during many
centuries, they were used as the "primary material" in ship building, until
they have been replaced by other materials (steel, aluminum, fiberglass, etc..)
in modern times.
Wooden sizes
 CHEMICAL WOODEN SIZES

 CHEMICAL WOODEN PLANKS
 TREATED WOODEN PLANKS
 CHEMICAL TREATED WOODEN PLANKS
 SEASONED WOODEN PLANKS
This are dried wooden planks. Wood drying (also seasoning lumber or wood
seasoning) reduces the moisture content of wood before its use.
There are two main reasons for drying wood:
1. Woodworking: When wood is used as a construction material, whether as
a structural support in a building or in woodworking objects, it will absorb or
desorb moisture until it is in equilibrium with its surroundings. Equilibration
(usually drying) causes unequal shrinkage in the wood, and can cause
damage to the wood if equilibration occurs too rapidly. The equilibration
must be controlled to prevent damage to the wood.
2. Wood burning: When wood is burned, it is usually best to dry it first.
Damage from shrinkage is not a problem here, and the drying may proceed
more rapidly than in the case of drying for woodworking purposes. Moisture
affects the burning process, with un burnt hydrocarbons going up the
chimney. If a 50% wet log is burnt at high temperature, with good heat
extraction from the exhaust gas leading to a 100°C exhaust temperature,
about 5% of the energy of the log is wasted through evaporating and heating
the water vapors. With condensers, the efficiency can be further increased;
but, for the normal stove, the key to burning wet wood is to burn it very hot,
perhaps starting fire with dried wood.
For some purposes, wood is not dried at all, and is used green. Often, wood
must be in equilibrium with the air outside, as for construction wood, or the
air indoors, as for wooden furniture.

Wood is air-dried or kiln-dried. Usually, the wood is sawn before drying, but
not always, as when the whole log is dried.
Case hardening describes lumber or timber that has been improperly kiln-
dried. If dried too quickly, wood shrinks much at the surface, compressing its
damp interior. This results in unrelieved stress. Case-hardened wood may
warp considerably and dangerously when the stress is released by sawing.
 BLOCK BOARD
 PLYWOOD
Plywood is a type of manufactured wood made from thin sheets of wood
(wood veneer). It is one of the most widely used wood products. It is flexible,
cheap, workable, recyclable, and can usually be locally manufactured.
Plywood is used instead of plain wood because of its resistance to cracking,
shrinkage, and twisting/warping, and its general high degree of strength.
Plywood layers (called veneers) are glued together with adjacent plies having their
grain at right angles to each other for greater strength. There are usually an odd
number of plies so that the sheet is balanced—this prevents warping. Because of the
way plywood is bonded (with grains running against one another and with an odd
number of composite parts) it is very hard to bend it perpendicular to the grain
direction.
USAGE
Variants of the basic principles of modern-day plywood manufacturing have been
used down through the ages since ancient Egyptian times. Plywood is used widely
throughout the construction industry, and is available in different thicknesses for
various purposes such as walls, floors, sheds and roofing. Valued for its strength
and versatility, plywood withstands the test of time better than any other laminate
wood product that is similar in design.

 VENEER- In woodworking, veneer refers to thin slices of wood, usually
thinner than 3 mm (1/8 inch), that are typically glued onto core panels
(typically, wood, particle board or medium-density fiberboard) to produce
flat panels such as doors, tops and panels for cabinets, parquet floors and
parts of furniture. They are also used in marquetry. Plywood consists of three
or more layers of veneer, each glued with its grain at right angles to adjacent
layers for strength. Veneer beading is a thin layer of decorative edging placed
around objects, such as jewelry boxes. Veneer is also a type of manufactured
board.
Veneer is obtained either by "peeling" the trunk of a tree or by slicing large
rectangular blocks of wood known as flitches. The appearance of the grain and
figure in wood comes from slicing through the growth rings of a tree and
depends upon the angle at which the wood is sliced. There are three main types
of veneer-making equipment used commercially:
A rotary lathe in which the wood is turned against a very sharp blade and peeled
off in one continuous or semi-continuous roll. Rotary-cut veneer is mainly used
for plywood, as the appearance is not desirable because the veneer is cut
concentric to the growth rings.
* A slicing machine in which the flitch or piece of log is raised and lowered
against the blade and slices of the log are made. This yields veneer which looks
like sawn pieces of wood, cut across the growth rings.
* A half-round lathe in which the log or piece of log can be turned and moved in
such a way to expose the most interesting parts of the grain.

Each slicing processes gives a very distinctive type of grain, depending upon the
tree species. In any of the veneer slicing methods, when the veneer is sliced, a
distortion of the grain occurs. As it hits the wood, the knife blade creates a
"loose" side where the cells have been opened up by the blade, and a "tight"
side.
Traditionally, veneers were also sawn, but this is more wasteful of wood.
Veneering is an ancient art, dating back to the ancient Egyptians who used
veneers on their furniture and sarcophagi.
USAGE
Wood veneer is often used on common or less valuable materials to give
them a superficially attractive appearance. Other than furniture, wood veneer
is often used for cabinet remodeling. Using wood veneer on functional but
unattractive kitchen cabinets is easier and less expensive than replacing the
cabinets entirely. Wood veneer is also used for parquet floors. Wooden
products that have large surfaces may be made from wood veneer to avoid
the great costs associated with making large items entirely of solid wood.
Wood veneer can be used in craft projects. Martha Stewart created a unique
lamp shade made from wood veneer and serving trays. Wood veneer is used
on speaker coverings and luxury car interiors. Its various creative uses are
limited only by the imagination.
Wood veneer can be made from the wood of various species of trees. It is
often made from species such as cherry, oak, maple and birch, as well as rare
and exotic species such as Brazilian rosewood and eucalyptus. There are
hundreds of different types of wood veneer available. When wood veneer is

applied properly, it gives a piece the illusion that is made entirely from the
same type of wood as the veneer.
 WOODEN CORE :
It is the end product from peeling. After peeling at last the core of wood will
be remaining this is used to make the parts of block boards
 WOODEN RODE
Wooden rode is made using a machine which is specifically made for
manufacturing it. It uses in heavy electrical items like transformers
 TOMATO BOXES
These are boxes which are exclusively made for packing tomatoes mainly
supplied to the parts of Hassan in Karnataka, udumulpet in tamilnadu
 WOODEN PALLETS
A pallet (pronounced /ˈpælɨt/) (sometimes called a skid) is a flat transport
structure that supports goods in a stable fashion while being lifted by a
forklift, pallet jack, front loader or other jacking device. A pallet is the
structural foundation of a unit load which allows handling and storage
efficiencies. Goods or shipping containers are often placed on a pallet
secured with strapping, stretch wrap or shrink wrap and shipped.
While most pallets are wooden, pallets also are made of plastic, metal, and
paper. Each material has advantages and disadvantages relative to the others.
(See the sections "Phytosanitary compliance" and "Materials used" below.)
USAGE
Building Material

The ones that are no longer in use for transporting goods tend to get left by
the wayside. However, these abandoned pallets can be put to good use as a
building material.
Many people have used them for framing small structures like wood sheds,
playhouses, tree houses, or tool sheds. Since pallets are built to be sturdy,
they can make an excellent building material.
Landscape Mulch
You can use the ones that have outlived their usefulness as a transport
structure can still be useful in other areas. Grinding down old wooden pallets
to turn into landscape mulch is a common practice.
Mulch is a protective cover placed over the soil in agriculture or gardening,
usually to help modify the effects of the natural climate. Common materials
for mulch include pine needles, rubber, plastic, and organic material like
shredded wood, which is where a recycled wooden pallet would be useful.
 Packing case materials: used by courier, airline ,shipping forwarding
 Heavy packing cases : used by heavy electrical company

Subsidiary products
 Saw dust- Sawdust is composed of fine particles of wood. It is a by-
product of cutting lumber with a saw, hence its name. It can present a
hazard in manufacturing industries, especially in terms of its
flammability.
USAGE
Sawdust has a variety of practical uses, including serving as a mulch,
as an alternative to clay cat litter, as a fuel, or for the manufacture of
particleboard. Until the advent of refrigeration, it was often used in
icehouses to keep ice frozen during the summer. It has been used in
artistic displays, and as scatter. It is also sometimes used to soak up
liquid spills, allowing the spill to be easily collected or swept aside. It
is used to make Cutler's resin. Mixed with water and frozen, it forms
pykrete, a slow-melting, much stronger form of ice
Animal Bedding
Similar to landscape mulch, shredded pallets can be put to good use as animal
bedding. Many pet owners provide bedding for animals by using shredded
organic material like hay, straw, sawdust, shredded newspaper, cardboard, or
wood. Recycled wooden pallets that have been shredded are perfect for this
use.

Sports
Old ones can be a great material for use in different sports. In paint-balling,
these old ones can be used as barricades or structures. They can also be used
in skateboarding to build something called a "manual pad" which
skateboarders use to practice their moves.
As you can see, they can be used for much more than just the transportation
of goods. Recycling and reusing old pallets can be helpful to both you and
the environment. Hopefully you know have a better and more knowledgeable
understanding after reading this article.
 Fire wood- Firewood is any wood-like material that is gathered and used
for fuel. Generally, firewood is not highly processed and is in some sort of
recognizable log or branch form.
Firewood is a renewable resource. However, demand for this fuel can
outpace its ability to regenerate on local and regional level. For example in
some places in the world and through history, the demand has led to
desertification. Good forestry practices and improvements in devices that
use firewood can improve the local wood supplies.
 Short core- these are the end product from veneer manufacturing which are
not in a specific size

PRICE
Economist defines price as the exchange value of a product or service always
expressed in money. To the consumer the price is an agreement between seller and
buyer concerning what each is to receive; price is the mechanism or device for
translating into quantitative terms (Rupees and Paisa) the perceived value of the
product to the customer at a point of time. The buyer is interested in the "price" of
the whole "package" consisting of the physical product plus bundle of expectations
or satisfactions. The consumer has numerous expectations such as accessories,
after-sale-service, replacement parts, technical guidance, extra services, credit and
many other benefits. Thus price must be equal to the total amount of benefits
(physical, economic, social and psychological benefits). Any change in the price
will also bring about alterations in the satisfaction side of the equation. To the
ultimate consumer, the price he pays for a product or service represents a sacrifice
of purchasing power, prices paid by resellers are also sacrifices. Price is the only
objective criteria (although an imperfect measuring rod) for the consumer for
comparing alternative items and making the final choice. To the consumers price is
a product disfeatures, i.e. a feature of which he disapproves. However, to the seller
price is a source of revenue and main determinant of profit to the seller is a product
feature most welcome.
Pricing is equivalent to the total product offering. This offering includes a brand
name, a package, product benefits, after sale service, delivery, credit and so on.
From the marketer's point of view, the price also covers the total market offering,
i.e. the consumer is also purchasing the information through advertising sales
promotion and personal selling and distribution method that has been adopted. The
consumer gets these vales and also covers their costs. We can now define price as

the money vale of a product or service agreed upon in a market transaction, we have
a kind of price equation, where;
MONEY (PRICE) = BUNDLE OF EXPECTATIONS OR SATISFACTIONS.
Include in the bundle of expectations may be physical product plus other attributes.
Such as delivery, installation, credit, return privileges, after-sales servicing and so
on. Besides being the amount you charge customers for your products, price
involves management policies on discounts, allowances, credit terms, payment
periods, transit payments, etc. Concerning wood industry the price will be
determined by considering the factors like
 Type of wood
 Type of product
 Process of manufacture
 Design
 Durability
 Demand
 Availability of raw material
 Work cost

PLACE
Place is where the product is made available, it is also called as distribution mix. It
decides whether goods are to be marketed through wholesalers, retailers, own
branches, agents, or middlemen. While taking the decision about place the marketer
should consider a lot of factors, like product related, production related, sales,
market etc…
Here in the context of Ashraf wood industries the place of operation is put up in
perumbavoor, which is said to be the timber city of Kerala, where a lot of timber
industries are been situated. There are some certain reasons behind the decision of
ashraf wood industries to decide perumbavoor as its place of operation. The resons
are as follows
Availability of raw material: Perumbavoor is very near to high range places like
Munnar, Iduki etc..., which are ear marked for timbers, as raw material is available
in the very near area it helps in drastic cost reduction. Selection of the tree for the
purpose of production is a very important matter regarding the timber industries and
as the availability of raw material increases it will in turn help the industry to grow
in terms of quality.
Nearness to the market: the accessibility to market is important factor in deciding
the operation of business as business plant or operation area is near it in turn helps
in reducing the cost of operation as well as reduces the risk in transportation
Availability of labor: The availability of labour plays a great role in every
industry they are the greatest asset to the industry.The labour must be obtained at a
reasonable cost and more important the labourers must have the ample knowledge
of the respective work they are performing in the industry.The labourers act as a
back bone in the industry if there is a little deviation in the quality of their work,the

number of laborers needed is lesser than the amount they have it will have a direct
effect on the quality of the products produced by the industry
Transportation facility-Transportation is the foremost thing that every industry
must have. The quality of transportation should be the best. Transportation of
materials, if they are to be delicately transported to the required destination
without effecting it by the changes in the climate. Such transportation could be done
only if the industry provides the right transportation facility. Good transportation
facility also reduced the cost.
Other facilities-With all the requirements filled in the place mix there are some
facilities which comes as a subsidy for all the other things like banking, safety
consideration etc…
PROMOTION
Specific combination of promotional methods such as print or broadcast
advertising, direct marketing, personal selling, point of sale display, merchandising,
etc., used for one product or a family of products is basically called as promotion
In business and marketing, ―trade‖ refers to the relationship between manufacturers
and retailers. Trade Promotion refers to marketing activities that are executed in
retail between these two partners. Trade Promotion is a marketing technique aimed
at increasing demand for products based on special pricing, display fixtures,
demonstrations, value-added bonuses, no-obligation gifts, and more.
Trade Promotions can offer several benefits to businesses; trade promotions can
help companies differentiate their products from the competition. Companies can

utilize Trade Promotions to increase product visibility and brand awareness with
consumers. Trade Promotions can also increase a product’s consumption rate, or the
average quantity of a product used by consumers in a given time period.
Furthermore, effective Trade Promotions can enlarge a product’s market segment
penetration, or the product’s total sales in proportion to the category’s competition.
Moreover, companies use Trade Promotions to improve distribution of their
products in market and strengthen relationships with retailers. Lastly, Trade
Promotions can be leveraged to introduce new product launches into market.
Following are the methods utilized by ashraf wood industries for
promoting their product
Print ads
It is a fact that, among people color full images and texts have a greater impact in
their minds and will remain in their memory for a long time, keeping this fact in
mind the Ashraf wood industry have designed unique print ads as one of the method
of promotion
Notices
One method of notice is publication in a local newspaper. Public notice can also be
given in other ways, including radio, television, and on the Internet. Some
governments required publication in a newspaper, though there have been attempts
among some politicians to eliminate the expense of publication by switching to
electronic forms of notification
News paper
A newspaper is a regularly scheduled publication containing news, information, and
advertising, usually printed on relatively inexpensive, low-grade paper such as

newsprint. By 2007 there were 6580 daily newspapers in the world selling 395
million copies a day. The worldwide recession of 2008, combined with the rapid
growth of web-based alternatives, caused a serious decline in advertising and
circulation, as many papers closed or sharply retrenched operations.[1]
General-interest newspapers typically publish stories on local and national political
events and personalities, crime, business, entertainment, society and sports. Most
traditional papers also feature an editorial page containing editorials written by an
editor and columns that express the personal opinions of writers. Other features
include display and classified advertising, comics, television listings, tender notices
and inserts from local merchants.
personnel selling
Ashraf wood industries appoint a team of personals to approach various existing
clients and the prospective clients and conduct seminars, camps, presentations etc...
And deliver them the detailed information about the products,Industry, and the
negotiations. This kind of promotional programs helps in increasing the quants of
order from existing customers as well as to create new customers

PROCESS
Process refers to that sequence of action in which manufacturing takes place. In
timber manufacturing the process start from identifying the proper tree for
manufacturing, cutting and till making it as finished product
1. LOGGING
Logging is the felling, skidding, on-site processing, and loading of trees or logs
onto trucks. In forestry, the term logging is sometimes used in a narrow sense
concerning the logistics of moving wood from the stump to somewhere outside
the forest, usually a saw mill or a lumber yard. However, in common usage, the
term may be used to indicate a range of forestry or silviculture activities. For
example the practice of the removal of valuable trees from the forest has been
called selective logging, sometimes confused with selection cut.
Illegal logging refers to what in forestry might be called timber theft.
In common usage what is sometimes called clear-cut logging is not is necessarily
considered a type of logging but a harvest or silviculture method and is simply
called clear-cutting or block cutting. In the forest products industry logging
companies may be referred to as logging contractors.
Logging usually refers to above-ground forestry logging. Submerged forests exist
on land that has been flooded by damming to create reservoirs. Such trees are
logged using underwater logging or by the lowering of the reservoirs in question.
Ootsa Lake and Williston Lake in British Columbia, Canada, are notable
examples where timber recovery has been needed to remove inundated forests.

CLEAR-CUTTING
Clear-cutting, or clear-felling, is a harvest method that removes essentially all
the standing trees in a selected area. Depending on management objectives, a
clear-cut may or may not have reserve trees left to attain goals other than
regeneration, including wildlife habitat management, mitigation of potential
erosion or water quality concerns. Silviculture objectives for clear-cutting, (for
example, healthy regeneration of new trees on the site) and a focus on forestry
distinguish it from deforestation.
METHODS OF LOGGING
LOGGING METHODS:-
 Tree-length logging
Trees are felled and then delimbed and topped at the stump. The log is then
transported to the landing, where it is bucked and loaded on a truck. This
leaves the slash (and the nutrients it contains) in the cut area where it must
be further treated if wild land fires are of concern.
 Full-tree logging
Trees and plants are felled and transported to the roadside with top and
limbs intact. The trees are then delimbed, topped, and bucked at the
landing. This method requires that slash be treated at the landing. In areas
with access to cogeneration facilities, the slash can be chipped and used for
the production of clean electricity or heat. Full-tree harvesting also refers
to utilization of the entire tree including branches and tops. This technique
removes both nutrients and soil cover from the site and so can be harmful

to the long term health of the area if no further action is taken, however,
depending on the species, many of the limbs are often broken off in
handling so the end result may not be as different from tree-length logging
as it might seem.
 Cut-to-length logging
Cut-to-length logging is the process of felling, delimbing, bucking and
sorting (pulpwood, saw log, etc.) at the stump area, leaving limbs and tops
in the forest. Harvesters fell the tree, delimb and buck it, and place the
resulting logs in bunks to be brought to the landing by a skidder or
forwarder. This method is usable for smaller timber on ground flat enough
that forwarders can operate, but does not work well on steep slopes.
 Springboards
Loggers cut a springboard notch into which they insert the springboard,
which is then used as a platform, allowing the logger to stand above
obstructions/snow or to cut higher-up where the trunk is narrower.
 Transporting logs
Felled logs are then generally transported to a saw mill to be cut into
timber, a paper mill for paper pulp, or for other purposes like fence posts.
Log transportation can be challenging and costly since trees are often far
from navigable roads. Road building and maintenance may be restricted in
National Forests or other wilderness areas since it can cause erosion in
riparian zones. When felled logs sit adjacent to a road, heavy machinery

may simply lift logs onto trucks. Many methods exist to transport felled
logs lying away from roads. Cable logging involves a yarder which pulls
one or several logs along the ground to platform where a truck is waiting.
When the terrain is too uneven to pull logs on the ground, a skyline can lift
logs off the ground vertically, similar to a ski lift. Heavy-lift helicopters
may be used when cable logging is not allowed due to environmental
concerns or when roads are lacking. Helicopters are the most expensive
form of log transport. Less mainstream forms of log transport, or methods
used previously include horses, oxen, or balloon logging. In context of
Ashraf wood industries the logs are mainly transported using trucks, the
logs are carried to truck with the help of cranes and elephants
 Safety considerations
Computerized log cutting with heavy machinery increases capital costs but
also improved yield and productivity, as well as improving personnel
safety.
Logging is a dangerous occupation. In the United States, it has consistently
been one of the most hazardous industries. In 2008, the logging industry
employed 86,000 workers, and accounted for 93 deaths. This resulted in a
fatality rate of 108.1 deaths per 100,000 workers that year. This rate is over
30 times higher than the overall fatality rate. Loggers work with heavy,
moving weights and the use of tools such as chainsaws and heavy
equipment on uneven and sometimes unstable terrain. Loggers also deal
with severe environmental conditions, such as inclement weather and
severe heat or cold. An injured logger is often far from professional
emergency treatment.

Traditionally, the cry of "Timber!" developed as a warning alerting fellow
workers in an area that a tree is being felled, so they should be alert to
avoid being struck. The term "widow maker" for timber that is neither
standing nor fallen to the ground demonstrates another emphasis on
situational awareness as a safety principle.
The risks experienced in logging operations can be somewhat reduced,
where conditions permit, by the use of mechanical tree harvesters, skidders
and forwarders.
2. BOILING
After passing inspection and gross cutting the logs passed to steaming or boiling
process for number of hours on large vats. The period being depended on the
size of logs and species of timber being utilized. Such treatments serve a number
of purposes and ensure that the log is of consistent moisture throughout it
softens the smooth tissues of timber to enable the manufacturer to peel a smooth
veneer and it reduces the likelihood of splitting and tearing of the veneer during
the peeling operation.
Boilers used are
 Thermo plant boiler
 Lancashire boiler
 Sand dust boiler
 FCP boiler
 JAEC boiler

3. PEELING
On leaving the steaming vat or pond, the logs are stripped of their bark and sawn to
pre-determined length before peeling. Thus operation is carried out in a grant lathe
or peeler, the lathe rotates the logs against the knife which runs the fill length of the
log and continues ribbon of veneer is thus produced.
The various types of peelers used are:
 2700MM WOOD PEELING MACHINE
Feature of 2700MM Wood Peeling Machine:
Spindle Veneer rotary lathe is a device, which is
able to rotary cut the straightened logs or wood core
into veneer. It has two fixed Roller and a moved one
 WOOD DEBARKER, WOOD DEBARKING MACHINE, LOG
DEBARKER, WOOD PEELING MACHINE
1. Specification: 1 JXDW-1
2. Capacity: 8-9 t/h
3. Size 8000*1400*1700mm
4. Motor: 11kw
5. Debarking rate : >95%
6. Length of the wood: < 6m Diameter: 20-500mm
7. Weight: 3t 2 JXDW-2
8. Capacity: 10-11 t/...

 PEELING KNIFE GRINDING MACHINE
These high qualities Peeling Knife Grinding
Machine are made from very high quality raw
material which ensures hassle free work
performance at its user end. This Peeling Knife
Grinding Machine widely finds its applications in
various industrial sectors.
 Zhengzhou Yonghua Machine Manufacture Co., Ltd.
Tree peeling machine
Tree Peeling Machine is mainly used to remove the
skin of logs so that they can be ready for further
processing in paper making industry. Out wood
peeling machine has very stable performance and
earns a great reputation for our company both locally and abroad
Tree Peeling Machine Application: suitable for new cutting softwood and some
hardwood for peeling treatment can be completed part of the frozen material, the
dry wood of peeling treatment.
4. CLIPPING
As veneer is peeled it is either carried on to conveyers or wound on to spindles .It
then fed through automatic clippers which cut the veneer to pre- determined widths

or through manually operated clippers which renders the strips of veneer with large
defected unsuitable for the manufacture of plywood.
5. DRYING OR SEASONING WOOD
Wood drying (also seasoning lumber or wood seasoning) reduces the moisture
content of wood before its use.
There are two main reasons for drying wood:
1. Woodworking: When wood is used as a construction material, whether as a
structural support in a building or in woodworking objects, it will absorb or
desorb moisture until it is in equilibrium with its surroundings. Equilibration
(usually drying) causes unequal shrinkage in the wood, and can cause damage to
the wood if equilibration occurs too rapidly. The equilibration must be
controlled to prevent damage to the wood.
2. Wood burning: When wood is burned, it is usually best to dry it first.
Damage from shrinkage is not a problem here, and the drying may proceed more
rapidly than in the case of drying for woodworking purposes. Moisture affects
the burning process, with un burnt hydrocarbons going up the chimney. If a 50%
wet log is burnt at high temperature, with good heat extraction from the exhaust
gas leading to a 100°C exhaust temperature, about 5% of the energy of the log is
wasted through evaporating and heating the water vapors. With condensers, the
efficiency can be further increased; but, for the normal stove, the key to burning
wet wood is to burn it very hot, perhaps starting fire with dried wood.

For some purposes, wood is not dried at all, and is used green. Often, wood must
be in equilibrium with the air outside, as for construction wood, or the air
indoors, as for wooden furniture.
Wood is air-dried or kiln-dried. Usually, the wood is sawn before drying, but not
always, as when the whole log is dried.
Case hardening describes lumber or timber that has been improperly kiln-dried.
If dried too quickly, wood shrinks much at the surface, compressing its damp
interior. This results in unrelieved stress. Case-hardened wood may warp
considerably and dangerously when the stress is released by sawing.
6. GRADING OF VENEERS
The dried veneers are graded for face, backend core qualities. Each veneer must
be carefully handled and if necessary returned from clippers for the removal of
the split which occurs during drying and other defects which has been over
loaded during earlier inspections. Alternatively veneers showing defects may be
repaired using tapes used to repair splits.
7. EDGING AND JOINING
The narrower width of dried veneers are joined in to the standard widths
required for the particular size of board being manufactured .face and back
veneers may consist of full width but edge joints are permissible.
8. GLUEING AND ASSEMBLY
The prepared veneers are passed to the gluing sector where the glue is applied on
individual veneers build up to the requisites sandwich. Core veneers are passed

through automatic liquid glue spreaders which regulate the spread of glue,
another important factor in the manufacturing process.
Since too much glue can result in defective boards and laid with grains at the
right angle to the and back veneers are glued it right angles to their neighbors
until the requisite number of veneers of the thickness are pressed and obtained.
9. PRESSING
The assembled veneers are now ready for pressing thus operation is carried out
in large hydraulic press incorporating multiple heated platters between which the
packs are loaded by automatic hander. Platens temperature, moisture control,
pressure, and time are all digitally controlled to suite the particular batch being
passed
10. TRIMMING
Trimming is done to cut off unwanted extra lines to give perfect shape by using
trimming machine
11. SANDING
Sanding is done by sending plywood’s through machines to make trimmed
plywood smooth.
12. FINAL PRODUCT
The final product the plywood has completed its process and stored in ordinary
room temperature

PHYSICAL EVIDENCE
"This is evidence that does not forget. It is not confused by the excitement of the
moment. It is not absent because human witnesses are, it is factual evidence,
physical evidence cannot be wrong, it cannot perjure itself...only its interpretation
can err."
-Paul L. Kirk, 1974.
In the context of business, physical evidence represents all those tangible things
which help business in its operation, like its machineries, men, material etc...
Following are the physical evidence of Ashraf wood industries
 Machineries
 Timber yard
 Employees
 Building
 Land vehicles
 Trucks
 Elephants
 Business card
 Letter head
 Bill invoices
All these things directly or indirectly help them in the operation of business
and it is always physical evidence that proves the companies genuineness and
strength in the public environment.

WHY ASHRAF WOOD INDUSTRIES
They strive hard to be at the top in the market and
for this they offer quality products to their clients.
Their range is manufactured using best quality
raw material and is widely appreciated for their
termite resistance, durability and dimensional
stability. As a result of all these features, they
have become the priority of their clients.
THE BEST OF ASHRAF WOOD INDUSTRIES
Top class warehouse-In this industry the ware house is with the top quality of
facilities with well-equipped storage compartment this enriches the quality of the
products. They have the scientific storage methods to protect the wood from
getting spoilt from the variation in weather
 EXCELLENT MANUFACTURING UNIT
The industry have excellent manufacturing unit with the well-equipped
manufacturing process. The manufacturing unit is been carried out with
strict investigation on each and every process with regular check of the
accuracy level. When the manufacturing unit can contribute with their

excellent performance the final output the products manufactured meet to
the requirements of the customers
 STATE-OF-THE-ART INFRASTRUCTURE
The infrastructure art of ASHRAF WOOD INDUSTRIES is marvelous.
Good work environment is very necessary for the employees to give their
hundred percentage for the work and this is been provided by ASHRAF
WOOD INDUSTRIES. The interiors of the industry looks elegant and
impressive which add on to the best quality of the industry
 SKILLED CRAFTSMEN
A ―skilled craftsmen‖ usually refers to someone in the trade professions the
men and women in the industry. From the people who lay the foundations to
the roofers. And everyone in between, are experts with considerable
experience and training in their craft or trade. In ASHRAF WOOD
INDUSTRIES these skilled craftsmen are found they build a variety of high
quality items that are functional, decorative or both at the same time
 CUSTOMIZATION FACILITY
Satisfaction among the customers plays a greater role in the growth of a
company, the facility to design and manufacture according to the demand of
respective customer is the motto of Ashraf wood industries, and only because
of that the supreme companies like BHEL, ISRO etc… are their main clients

SWOT ANALYSIS
SWOT analysis is a strategic planning
method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats
involved in a project or in a business venture.
It involves specifying the objective of the
business venture or project and identifying
the internal and external factors that are
favorable and unfavorable to achieve that
objective. The technique is credited to Albert
Humphrey, who led a convention at Stanford
University in the 1960s and 1970s using data
from Fortune 500 companies.
A SWOT analysis must first start with defining a desired end state or objective. A
SWOT analysis may be incorporated into the strategic planning model. Strategic
Planning has been the subject of much research.
 Strengths: characteristics of the business or team that give it an
advantage over others in the industry.
 Weaknesses: are characteristics that place the firm at a disadvantage
relative to others.
 Opportunities: external chances to make greater sales or profits in the
environment.
 Threats: external elements in the environment that could cause
trouble for the business.

Identification of SWOTs is essential because subsequent steps in the process of
planning for achievement of the selected objective may be derived from the
SWOTs.
First, the decision makers have to determine whether the objective is attainable,
given the SWOTs. If the objective is NOT attainable a different objective must be
selected and the process repeated.
A brief SWOT analysis of Ashraf wood industry is as follows
Strengths
 Skilled crafts man
 More than fifty years of experience
 Five separate license
 Unique seasoning and chemical treatment machine
 No hurdles of organizational hierarchy
 Nearness to raw material
 Nearness to Cochin and Tuticorin port
Weakness
 Lack of availability of raw material
 Lack of availability of labor
 Lack of technological advancement
 Lack of professional management people
 Lack of proper marketing team
 No product diversity
 Bad infrastructure of Kerala

Opportunities
 No opportunity for newcomers
 Upcoming Vallarpadam container project
 Booming construction industry
 Booming exports
 Transformation of Perumbavoor to a timber zone
 Lack of substitutes for timber
Threats
 Unexpected climate changes
 Power failure
 Frequent strikes and harthals
 Political bureaucracy
 Emergence of synthetic wood, and other substitutes

CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION

Graph 1
Table of customers
This table shows the detail of the customer weather they are government
undertaking or non-government
Particulars Respondents Percentage
Government 68 68
Non-government 32 32
ANALYSIS
This table shows the details of customers , whether they are a government company
or non-government company, here Ashraf wood industry have a 68% of
government companies as its client band this will help them to secure their position
in the market. The government companies’ credit bills also help them to raise a
huge amount of money from banks
government
68%
non government
32%
CLIENT DATA

INFERENCE
It is inferred that Ashraf wood industries have a major share of clients from
government undertakings this gives the assurance of payments and also adds to the
goodwill of the company. And always dealing with Government Company is safer
for the firms operation but the problem is that political situation of India which is
heaped up by the hurdles of bureaucracy and red tappism

Graph 2
Table of government undertakings
CENTRAL 56 56
STATE 44 44%
ANALYSIS
This graph shows the details of the government undertaking customers by filtering
them into the heads of central and state government. Always central government
has large scale of operation comparing with state government. Here Ashraf wood
industry have a slight majority of central government companies as clients but that
will never help in getting the advantage of the same

INFERANCE
It can be easily inferred from the graph that the Ashraf wood industries have
average mixture of state and central undertakings. It is neither a boon nor Bain for
the company but always having a major share at central government will help the
company in gaining superiority in position.
CENTRAL
56%
STATE
44%

Graph 3
Table showing the nongovernment undertakings consume from Ashraf wood
industry
Companies 30 30%
Small firms 38 38
House hold users 32 32
ANALYSIS
This table shows the details of non-government companies, by dividing them in to
the heads like private companies, small firms and house hold users, private
company here are those companies which are incorporated under the companies act
of 1956, for example SAINT GOBAN GLASESS PRIVATE LIMITED and small
firms refers to small scale industry which varies from match box manufacturers to
ancillary industry

INFERANCE
It is inferred from the pictorial representation of table no 3 that out of 32% of
non-government undertaking 38% of customers are small scale industries that is a
12.16% of total customers are small scale industries, it is followed by house old
users with 32 % of non-government customers it constitutes 10.2% of total
customers and the last is private companies with 30% of non-government
undertakings it nearly constitutes 9.6% of total customers
COMPANIES
30%
SMALL FIRMS
38%
HOUSE HOLD
USERS
32%
COMPANIES
SMALL FIRMS
HOUSE HOLD USERS

Graph 4
Table showing the various types of customers
ANALYSIS
This graph shows the analysis of the combination of various industries, firms
companies which are the customers of Ashraf wood industries in this central
government companies leads the position with 38.08% and it makes the companies
operation much safer. The state goes with29.08% in the total share of customers
private owned company have much better position with 18%.But in the total the
PARTICULARS NO.OF.RESPONDENT
S
PERCENTAGE
central 56 38.08
State 44 29.92
Companies 30 9.16
Small firms 32 10.02
House hold users 38 12.16

house old users have twelve percentage of share. The analysis is done by comparing
the first, second and third graphs showing the details of customer.
INFERANCE
It is inferred from the graph that the major customer of Ashraf wood industry are
central government companies the private owned companies are comparatively
very less in number as Ashraf wood industry specifically helps the central
government companies for customizing their product
38.08 29.92 9.6 12.16 10.24
0
5
10
15
20
25
30
35
40
CENTRAL STATE COMPANIES SMALL FIRMS HOUSE HOLD
USERS

Graph 5
Source of knowledge of clients
ANALYSIS
The source of knowledge that the clients receive about the industry through
different Medias are taken into account and the above graph is done. The ASHRAF
WOOD INDUSTRIES have selected some of the sources to create awareness about
their industry among the clients. Word of mouth is the one through which
maximum awareness is been done among the clients it goes to 27%,the next is the
cheapest means of communication the newspapers they go with 23% ,notices by
20%,internet 18% and the remaining is done by print ads 12%
PARTICULARS NO.OF.RESPONDENTS PERCENTAGE
News paper 23 23%
Print ads 12 12%
Internet 18 18%
Notices 20 20%
Word of mouth 27 27%

INFERANCE
It is inferred that the maximum awareness is been done through word of mouth.
This is because the ASHRAF WOOD INDUSTRIES conduct meetings and
seminars frequently about their products and other details to the clients and such
awareness in such a stream of industry reap a lot of benefits of attracting more
clients as this word of mouth is more effective than the other means of
communication
23 12 18 20 27
0
5
10
15
20
25
30
news paper print ads internet notices word of mouth

Graph 6
Graph showing convenience of customers
Particulars No of respondents Percentage
Very much
convenient
34 34
Much
convenient
22 22
Convenient 27 27
Not convenient 17 17
ANALYSIS
This is a analysis which is been made taken into account the customers perception
on Ashraf wood industry. It speaks about how much convenient they are with the
dealings with the industry and the above graph is made. The maximum respondents
go with very much convenient in the dealings with the industry it goes with 34%,
convenient with 27%, much convenient 22% and the remaining is not convenient
with 17%

INFERANCE
It is inferred that the dealings of ASHRAF WOOD INDUSTRIES is very much
satisfied .This shows the transparency they have for their customers and how much
satisfied they are with the industry. The maximum respondents go with very much
convenient with the industry its speaks the value of the industry what their
maintaining among their dealers
0
5
10
15
20
25
30
35
very much
convinient
much convinient convenient not convinient
34
22
27
17

Graph 7
Table showing about the payment delay
On the spot 19 19
One week 24 24
One month 21 21
Above one
month
36 36
Analysis
This table analysis the payment mode undertaken by Ashraf wood industry. The
duration of payment has a greater impact for sustaining customers .In Ashraf wood
industry according to the survey made the maximum payment period is done
above one month.36% of the respondents go with this. The second period of
payment is within one week it goes for 24%.Then the 21% does the payment by one
month. The remaining 19% does the payment on the spot

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