$@ur@bh project.docx

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ON

TO PROMOTE ALUMINIUM FURNITURES IN INDIA

SESSION (2012-13)

UNDER THE GUIDENCE OF - SUBMITTED BY:-

Mr. MANVIR AZAD SUJIT KUMAR PATHAK

OFFICER LOGISTICS GNIT COLLAGE OF MANAGEMENT

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Dedication

This Survey Report is Dedicated to the

great visioary thi!er"ho #aid do" the

$oudatio stoe

o$ this greatistitutio

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%&'NOED*E+ENT

With great pleasure, we express our hearties thanks toMr.S.K.Das(General Manager

Training and Development), Mr. Ajay Jauhari (Deputy, General Manager) for

providing us an opportunity to undergo the summer training in “HINDALCO

INDUSTRIES LIMITED”,Renukoot.

We would like to extend our earnest gratitude toMr.Manvir Azad (Officer, Logistics)for

his timely guidance and assistance which kept us in the right direction throughout our

project work.

We would like to also thank the intire marketing department for lending us all possible

cooperation’s.

S,IT ',+%R .%T/%'

(GNIT COLLEGE OF MANAGEMENT)

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PREFACE

Summer training is an integral part of our academy curriculum. During the training

a student gets an opportunity to understand the practical of theory. Training makes

the concept clear.

This project is the outcome of summer training that we have undergone at

HINDALCO INDUSTRIES LIMITED atRENUKOOT for the partial fulfilment of POST

GRADUATE DIPLOMA IN MANAGEMENT (PGDM).

During the period we were asked to make a project on TO PROMOTE ALUMINIUM

FURNITURES IN INDIA.

We have tried our best to collect all necessary information for our project to make it

better project.

Preparation of project requires proper guidance initiatives. So it’s mandatory to take

the aid of various departments.

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IN HONOUR OF ALUMINIUM

There is some swear by titanium,

and some by manganese.

There’s virtue in a lump of tin

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andiron is hard to please,

Of course the steel doesn’t give appealing feel.

By choice the dead are lined with hard

The living hired with gold.

There’s some that think the best is zinc,

And some on silver, gold

Magnesium&cadmium,

And copper are fine.

But this is the wise who truly unrivalled the alumina,

So raise a flag & beat the drum.

IN HONOUR OF ALUMINIUM

TABLE OF CONTENTS PAGE NO

1)Objective of the project 07

2)Research methodology 08-09

3)Relevance 10

4)Introduction 11-53

5)Marketing Mix 54-56

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6)Analysis 57-85

7)Findings 86-87

8)Conclusion 89

9)Suggestion 90

10)Limitation 91

11) Bibliography 92

12) Annexure 93-99

OBJECTIVES OF THE PROJECT

The major objectives of the study are:

1) To know about awareness level ofuse of aluminium furniture in Indian market.

2) To promote use ofaluminium furniture across households and institutions.

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3) To suggestoptimal marketing mix to support sale of aluminium furniture.

4) To provide a platform forHINDALCO to collaborate with established as well as

new manufacturers to widen the scope & horizon of aluminium furniture

market.

RESEARCH METHODOLOGY

Types of research: -

1. Descriptive research

Descriptive Research - is a research which mentions present state of affairs about

any research problem. It reveals objectives without undergoing any causal7


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investigation. Descriptive research is a fact finding investigation with adequate

interpretation.

2. Analytical research

Type of data use: -

Primary data,

Primary data - Primary data is that, which is collected for the first time and directly

influencing research objective.

Data collection method: -

Field survey,

Surveys are concerned with opinion that are held, processes that are going on,

effects that are evident i.e. describing, recording, analyzing and interpreting

conditions that exists.

Data collection technique: -

Questionnaire,

A Questionnaire consists of number of questions printed in a

Definite form. The respondent has to answer those questions on their own.

Sample: - Customer’s, retailer’s, manufacturer’s

Sampling unit: - Renukoot, Shaktinagar, Waidhan, Turra.

Sample size: - For consumer-100, for retailers-30, for manufacturer-10

Sampling method: - Convenience.

Statistical Tools: -

As per the need of project analysis to be used for analysis:-


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• Percentage

• Graphs

• Bar Diagrams

• Pie Charts

• Scatter charts

• Line charts

Limitation: -

1.Sample size is small.

2.Time bound study period.

3.Biasness factor /error could not be eliminated completely.

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RELEVANCE OF PROJECT

1. This will give us the presentscenario of furniture market in India.

2. From this we will know about growing scenario of aluminium furniture’s in India.

3. It will give clear idea of retailers and manufacturers demand for furniture to

satisfy consumer.

4. From this we will know about brand’s name effect in market demand.

5. This will give about change in individual thinking from one product to other

product.

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Our vision

To be a premium metals major, global in size and

reach, excelling in everything we do, and creating

value for its stakeholders

Our mission

To relentlessly pursue the creation of superior shareholder

value, by exceeding customer expectation profitably,

unleashing employee potential, while being a responsible

corporate citizen, adhering to our values.

Our values — Path to excellence

Honesty in every action.

On the foundation of integrity, doing whatever it takes to deliver, as promised.

Missionary zeal arising out of an emotional engagement with work.

hinking and working together across functional silos, hierarchy levels, !usinesses and

geographies.

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INTRODUCTION OF ADITYA BIRLA GROUP

A US $29.2 billion corporation, the Aditya Birla Group is in the league of Fortune

500. It is anchored by an extraordinary force of 130,000 employees, belonging to 30

different nationalities. In India, the Group has been adjudged "The Best Employer in

India and among the top 20 in Asia" by the Hewitt-Economic Times and Wall Street

Journal Study 2007. Over 50 per cent of its revenues flow from its overseas

operations.

The Group operates in 25 countries — India, UK, Germany, Hungary, Brazil, Italy,

France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand,

Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam,

Malaysia and Korea.

Globally the Aditya Birla Group is:

:

:

A metals powerhouse, among the world's most cost-efficient aluminium and

copper producers.Hindalco-Novelis is the largest aluminium rolling company.

It is one of the three biggest producers of primary aluminium in Asia, with

the largest single location copper smelter

:

:

No.1 in viscose staple fibre.

::

The fourth largest producer ofinsulators.

:

:

The fourth largest producer ofcarbon black.

:

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The 11th largestcement producer globally, the seventh largest in Asia and the

second largest in India.

:

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Among the world's top 15BPO companies and among India's top four.

:

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Among the best energy efficientfertiliser plants.

In India:

:

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A premier branded garments player.

::

The second largest player in viscose filament yarn.

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:

:

The second largest in the chlor-alkali sector.

:

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Among the top fivemobile telephony companies.

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A leading player inlife insuranceandasset management.

:

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Among the top three supermarket chains in theretail business.

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where

success does not come in the way of the need to keep learning afresh, to keep

experimenting.

FOOTPRINTS OF ADITYA BIRLA GROUP

Aditya Birla Group, India's first multinational corporation, traces its origins back

to the tiny village of Pilani in the Rajasthan desert, where Seth Shiv Narayan Birla

started cotton trading operations in 1857. Today, the Group's footprint extends to

25 countries and its revenues are US$ 29.2 billion. We retrace the highlights ofthis remarkable journey, starting from the present:

2010

:

:

Mr. Kumar Mangalam Birla, Chairman of the Group, was conferred the All

India Management Association (AIMA) Managing India Award 2010 for '

Business Leader of the Year'. AIMA confers these awards to persons who

are “exemplary leaders who have made a fundamental difference”.

2009

:

:

Grasim's pulp and fibre division has won the highly prestigious Asian CSR

Award. The Asian CSR Awards, Asia's Premier CSR Awards program, is a

project of the Asian Institute of Management, Manila.

:

:

The Ministry of Labour and Social Welfare, Government of Thailand will be

conferred “The Best Labour Relations and Welfare Award, 2009” on Indo

Thai Synthetic Company Limited.

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http://www.ideacellular.com/http://www.birlasunlife.com/BirlaSunLife/Insurance/BSLI_MP/index5.aspxhttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/index.aspxhttp://www.morestore.com/http://www.ideacellular.com/http://www.birlasunlife.com/BirlaSunLife/Insurance/BSLI_MP/index5.aspxhttp://www.birlasunlife.com/BirlaSunLife/Mutual_Fund/BSLAMC_MP/index.aspxhttp://www.morestore.com/


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:

:

Birla Sun Life Mutual Fund has been named "The Asset Management

Company of the Year, India", by the Hong Kong based magazine, "The

Asset", in the country awards category of their "Triple A Investment

Performance Awards 2009".

:

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CNBC TV18 Crisil recognised Birla Sun Life Mutual Fund as "The Mutual

Fund House of the Year" in 2008 and 2009 (for 2007 and 2008), creatinghistory as the only fund house to have won this recognition in two

consecutive years.

:

:

The Birla Sun Life Equity-Linked FMP won the "Best Local Currency

Structured Product-India" at - Triple A Investment Performance Awards

2009.

:

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The Best "Onshore Fund House - India Award" by Asian Investor, a Hong

Kong based magazine at - Asian Investor Investment Performance Awards2009”.

2008

:

:

The President of India, Mrs.PratibhaPatil conferred the much coveted

Rotary International Polio Eradication Champion Award on Mrs.Rajashree

Birla in an elegant function at the RashtrapatiBhavan (Delhi), attended by

the Chairman, select Rotarians and WHO officials.

2007

:

:

The Aditya Birla Group was honoured with the India Today Group's

Readers Digest Gold award in recognition of the work that truly

exemplifies the highest values of society as well as those of Reader's

Digest. The award was received by Mrs.Rajashree Birla, Chairperson,

Aditya Birla Center for Community Initiatives and Rural Development, at

the Pegasus Corporate Social Responsibility Awards 2007 function.

2006

:

:

Hindalco in a joint venture with Almex USA Inc.

:

:

TransWorks Information Services announces success of bid to acquire

Minacs Worldwide.

2005

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:

:

Indian Rayon re-christened as Aditya Birla Nuvo.

:

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Aditya Birla Group to set up a world-class aluminium project in Orissa.

2004

:

:

Board reconstituted with Mr. Kumar Mangalam Birla taking over as

Chairman.

:

:

Completion of the implementation process to demerge the cement

business of L&T and completion of open offer by Grasim, with the latter

acquiring controlling stake in the newly formed company UltraTech.

::

Grasim, Nagda, received the FICCI Annual Award 2003-2004 inrecognition of corporate initiaitve in rural development.

:

:

Aditya Birla Chemicals (India) Limited, Rehla, Jharkhand, has received

the

FICCI Annual Award 2003-2004 in recognition of corporate initiative in

family welfare.

:

:

Hindalcorecieves India CFO Award 2004 for excellence in finance in a

large corporate.

2003

:

:

Mr. Kumar Mangalam Birla, Chairman of the Group, is selected as

Business India's Businessman of the Year - 2003.

:

:

Mr. Kumar Mangalam Birla is selected as The Economic Times' Business

Leader of the year.

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:

:

The Group is ranked 16th in India's first ever survey of 'Great places to

work in', published in Business World magazine. The Group's joint

venture concern, Birla Sun Life Insurance, is ranked 9th in the same

study.

2002

:

: The Grasim board approves an open offer for purchase of up to

20 per cent of the equity of L&T, in accordance with the

provisions and guidelines issued by the Securities & Exchange

Board of India Regulations, 1997.

:

:

Grasim increases stake in L&T to 14.15 per cent (351.84 lakh

shares).

:

:

Landmark corporate restructuring of Hindalco and Indo Gulf. The

fertiliser business of Indo Gulf to be demerged into a separate

company called Indo Gulf Fertilisers. Indo Gulf's copper business

to be merged with Hindalco, creating a non-ferrous metals

powerhouse.

2001

:

:

Grasim acquires 2.50 crore shares -- representing just over 10

per cent of the equity -- in L&T from Reliance Industries Ltd.

:

:

Birla Consultancy & Software Services spun off; becomes a

separate entity called Birla Technologies Ltd.

2000

:

:

Indian Rayon acquires Madura Garments and selected overseas

brand rights, taking the Group to the top of the league in the

branded apparels sector.

:

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The Group forays into e-business through a strategic alliance of

its software arm, Birla Software and Consultancy Services

(BCSS), with Lawson Software (USA).

: 'Gyanodaya', the Institute of Management Learning of the Adiya

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: Birla Group, is inaugurated.

1999

:

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A joint venture with financial services major Sun Life of Canada

is inked, as part of the overall restructuring of the Group's

financial services business.

1998

:

:

The Group forms a 50:50 joint venture company with Tembec Inc.

of Canada, called A.V. Cell Inc., to supply pulp for the Group's

VSF operations.

:

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Grasim acquires Dharani Cement and Shree Digvijay Cement to

consolidate the group's leadership position in cement.

:

:

The cement businesses of Indian Rayon and Grasim are

consolidated into a single division of Grasim – the biggest

restructuring ever by any corporate entity in India.

1996

To honour the memory of the late Aditya Birla, a new corporate

logo- Aditya, the rising sun – is launched.

:

:

All group companies are consolidated under the umbrella of the AdityaBirla

Group, led by Mr Kumar Mangalam Birla.

1962

:

:

Hindalco commences production at its aluminium complex at

Renukoot, UP.

1958

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Hindalco is incorporated.

1947

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:

:

Grasim is incorporated. It commences operations with a small

rayon weaving unit at Gwalior, MP.

1919

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Ghanshyamdas Birla, grandson of Shiv Narayan Birla, sets up the

first Birla jute mill, marking his entry into the manufacturingsector. Rapid business expansion follows.

1857

:

:

The foundation of the Birla Group of Companies is laid by Seth

Shiv Narayan Birla – cotton trading operations commence at

Pilani, Rajasthan.

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Beyond business — the Aditya Birla Group is:

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Working in 3,700 villages

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Reaching out to seven million people annually through the Aditya Birla

Centre for Community Initiatives and Rural Development, spearheaded by

Mrs.Rajashree Birla

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Focusing on: health care, education, sustainable livelihood, infrastructure

and espousing social causes.

:

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Running 42 schools and 18 hospitals.

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http://www.adityabirla.com/social_projects/overview.htmhttp://www.adityabirla.com/social_projects/overview.htmhttp://www.adityabirla.com/social_projects/overview.htmhttp://www.adityabirla.com/social_projects/overview.htm


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SECTORS OF ABG

key products and !rands "ocations capacities country

Hindalco #ndustries "td.

Alumina Renukoot !ttar "radesh#$elgaum %arnataka#&uri 'harkhand#

()),))) tpa*+),))) tpa-),))) tpa

ndia

Aluminium Renukoot/irakud 0rissa#

*(+,))) tpa1*,))) tpa

2xtrusions Renukoot Alupuram %erala#

**,))) tpa*,))) tpa

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http://www.hindalco.com/http://www.hindalco.com/


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flat rolled products Renukoot$elur 3est $engal#Taloja &aharashtra#&ouda &aharashtra#

)),))) tpa+(,))) tpa+),))) tpa*),))) tpa

redraw rods Renukoot (+,))) tpa

foil and packing %alwa &aharashtra#4ilvassa 5adra and 6agar

/aveli#%ollur Andhra "radesh#

7,))) tpa*),))) tpa

1,))) tpa

foil rolling %ollur 1,))) tpa

key products and !rands "ocations $apacities country

%irla $opper &Hindalco #ndustries "td.'

copper cathodes 5ahej 8ujarat# +)),))) tpa ndiacontinuous cast copper rods 9),))) tpa

sulphuric acid ,1(),)))tpa

phosphoric acid -),))) tpa

gold $irla 8old# 97 mt

silver $irla 4ilver# 9)) mt

5A" and complexes $irla$alwan#

1)),))) tpa

Hindalco #ndustries "td. &(ditya %irla Minerals "imited'

copper cathodes 6ifty mines 9+,))) tpa Australia

copper in concentrate 6ifty mines 7),))) tpa Australia

power 6ifty mines 9- mw Australia

copper concentrate &t. 8ordon mines 1),))) tpa Australia

key products and !rands $apacities country

)rasim #ndustries "td.

white cement $irla 3hite +7),))) tpa ndia

ready:mix concrete plants *# +.7 million cubic metres

grey cement 6ational brand; !ltraTech


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*ltraech $ement "td.

!ltraTech -.9 million tpandiabulk terminals inndia andanka#

!ltra


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key products and !rands $apacities country

Pulp


rayon grade pulp (),))) tpa ndia

(- $ell #nc.

softwood @ hardwood pulp ?,))) tpa ana 9+,+1- spindles

wool tops 6uvo >ana -,))) tpa

P #ndo "i!erty extiles

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http://grasim.com/http://www.adityabirla.com/our_companies/international_companies/avcell_canada.htmhttp://www.adityabirla.com/our_companies/international_companies/av_nackawic.htmhttp://grasim.com/http://www.birlacellulose.com/http://www.thairayon.com/http://www.thaiacrylic.com/http://www.adityabirlanuvo.net/http://www.linenclub.org/jayashree-iril/index.htmhttp://grasim.com/http://www.adityabirla.com/our_companies/international_companies/avcell_canada.htmhttp://www.adityabirla.com/our_companies/international_companies/av_nackawic.htmhttp://grasim.com/http://www.birlacellulose.com/http://www.thairayon.com/http://www.thaiacrylic.com/http://www.adityabirlanuvo.net/http://www.linenclub.org/jayashree-iril/index.htm


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synthetic spun yarn in)) per cent rayon andpolyster, polyster:viscose and open endrayon yarn

-,+)) mtpa singleyarn#1,+)) mtpa doubleyarn#

ndonesia

P 1legant extile #ndustry

rayon, polyester, rayon:polyester blended spunyarn

7-,)-- spindles ndonesia

P 0unrise %umi extiles

viscose rayon, polyester viscose, spun polyester,polyster combed cotton, anti pill yarn, sewingthread, high twist yarn, reverse twist yarn, flameretardant yarn, rayon cotton blended yarn, microdenier polyester rayon yarn, rayon silk yarn, slubyarn, lycra core spun yarn

-,7?7 spindles ndonesia

#ndo Phil )roup of $ompanies

cotton yarn, poly viscose blended yarn, poly cottonblended yarn, polyester yarn, high bulk acrylic dyedyarn, non:bulk acrylic dyed yarn

97,1)) tpa "hilippines

#ndo hai 0ynthetics $o. "td.

synthetic yarns *9,+)) tpa Thailand

a!rics


abric 8rasim, 8raviera 1- looms ndia

(ditya %irla +uvo "td.

linen fabric >inen


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key products and !rands $apacities $ountry)rasim #ndustries "td.

caustic soda 9+-,))) tpa ndia

(ditya %irla +uvo "td.

caustic soda -9,9+ tpa ndia

liBuid chlorine +),*1) tpa

hydrochloric acid +,1(+ tpa

anfac #ndustries "td.

aluminium fluoride +,7)) tpa ndia

anhydrous hydrogen fluoride +,7)) tpa

sulphuric acid 1,1)) tpa

(ditya %irla $hemicals ndia' "imited

caustic soda ))C 6a0/# ?9,(+) mt ndia

liBuid chlorine +7,))) mt

/ydrochloric acid ))C# 1*,(+) mt

sodium hypochlorite


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$irlox 9,0care

key products and !rands capacities $ountry1ssel Mining 4 #ndustries "td

iron and manganese ore + million tons ndia

key products and !rands capacities $ountry

Pan $entury 0urfactants #nc.

fatty acids ++,))) tpa "hilippines

natural detergents alcohol *),))) tpa

8lycerine 7,+)) tpa


(ditya %irla #nsulators

nsulators *-,-)) mtpa ndia


(ditya %irla Minacs # 0ervices "td.subsidiary of Aditya $irla 6uvo >td.#

T solutions banking, finance and insurance# ndia


(ditya %irla Minacs 5orldwide "imited &su!sidiary of (ditya %irla +uvo "td.'

$"0 @ T24 ?,(-7 seats ndia

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http://www.esselmining.com/http://www.adityabirla.com/our_companies/international_companies/pan_century_surfactants.htmhttp://www.adityabirlainsulators.com/http://www.psidata.com/http://www.minacs.adityabirla.com/http://www.minacs.adityabirla.com/http://www.esselmining.com/http://www.adityabirla.com/our_companies/international_companies/pan_century_surfactants.htmhttp://www.adityabirlainsulators.com/http://www.psidata.com/http://www.minacs.adityabirla.com/


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key products and !rands $apacities $ountry

(ditya %irla inance "td.financial services ndia

%irla 0un "ife #nsurance $ompany "td.

insurance solutions ndia

%irla 0un "ife (sset Management $ompany "td.

mutual funds ndia

(ditya %irla Money Mart "imited

investment planning services ndia

%irla #nsurance (dvisory and %roking 0ervices "td

non:life insurance advisory services ndia

(ditya %irla $apital (dvisors Private "imited

invesment management and advisoryservices

ndia

key products and !rands

$apacities $ountry

#dea $ellular

cellular services dea over 1(. million ndia

key products and !rands $apacities $ountry

(ditya %irla /etail "imited

multi:format stores more.# 7+7 retail outlets ndia

/ypermarkets more.# 9 ndia

Major companies of ABG

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http://www.adityabirla.com/our_companies/indian_companies/aditya_birla_finance.htmhttp://insurance.birlasunlife.com/default.aspxhttp://www.birlasunlife.com/BirlaSunlife/index.aspxhttp://www.birlasunlife.com/BirlaSunlife/index.aspxhttp://www.adityabirla.com/our_companies/indian_companies/birla_insurance_advisory_service.htmhttp://www.adityabirla.com/our_companies/indian_companies/capital_advisors.htmhttp://www.ideacellular.com/IDEA.portalhttp://www.morestore.com/http://www.morestore.com/http://www.morestore.com/http://www.adityabirla.com/our_companies/indian_companies/aditya_birla_finance.htmhttp://insurance.birlasunlife.com/default.aspxhttp://www.birlasunlife.com/BirlaSunlife/index.aspxhttp://www.birlasunlife.com/BirlaSunlife/index.aspxhttp://www.adityabirla.com/our_companies/indian_companies/birla_insurance_advisory_service.htmhttp://www.adityabirla.com/our_companies/indian_companies/capital_advisors.htmhttp://www.ideacellular.com/IDEA.portalhttp://www.morestore.com/http://www.morestore.com/http://www.morestore.com/


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$ompany Products 6 services

)rasim viscose staple fibre, rayon grade pulp, cement, chemicals,textiles

77 !ltraTech tdE ordinary portland cement, portland blast furnace slagcement, portlandpozzolana cement and grey portland

cement

Hindalco aluminium, copper

(ditya %irla +uvo garments, viscose filament yarn, carbon black, textiles,insulators

77 dea td.EE cellular telecommunications

77 $irla 4un >ife nsurance td EE life insurance

77 $irla 4un >ife Asset &anagementtd.EE

mutual funds

77 Aditya $irla &oney &art >imited.EE mutual fund distribution

77 Aditya $irla imited E leading player in broking space

77 Aditya $irla &inacs T 4ervices >td.E application development, maintenance and enhancementsolutions

77 Aditya $irla &inacs 3orldwide >imited E customer relations management imited E asset:based finance, corporate finance and investmentbanking, capital market and treasury

77 $irla nsurance Advisory F $roking4ervices >td

non:life insurance advisory and broking services

77 &adura 8arments >ife 4tyle Retail td E

apparel retail

77 "eter 2ngland ashions and Retail >td E apparel retail

77 &adura 8arments 2xports >imited E apparel exports

(ditya %irla /etail "imited multi:format stores

anfac #ndustries "td.EE fluorine chemicals

1ssel Mining 4 #ndustries "td iron and manganese ore mining, noble ferro alloys

SOCIAL PROJECTS OF ABG

Our vision

"To actively contribute to the social and economic development of the

communities in which we operate. In so doing, build a better, sustainable way2

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of life for the weaker sections of society and raise the country's human

development index.".

— Mrs.RajashreeBirla, Chairperson,

TheAditya Birla Centre for Community Initiatives and Rural Development

Before Corporate Social Responsibility found a place in corporate lexion, it was

already textured into our Group's value systems. As early as the 1940s, our founding

father Shri G.D Birla espoused the trusteeship concept of

management. Simply stated, this entails that the wealth

that one generates and holds is to be held as in a trust for

our multiple stakeholders. With regard to CSR, this means

investing part of our profits beyond business, for the larger

good of society.

While carrying forward this philosophy, his grandson, Aditya

Birla weaved in the concept of 'sustainable livelihood', which transcended cheque book

philanthropy. In his view, it was unwise to keep on giving endlessly. Instead, he felt that

channelising resources to ensure that people have the wherewithal to make both ends

meet would be more productive. He would say, "Give a hungry man fish for a day, he will

eat it and the next day, he would be hungry again. Instead if you taught him how to fish,

he would be able to feed himself and his family for a lifetime."

Taking these practices forward, our chairman

Mr. Kumar Mangalam Birla institutionalised the concept of triple bottom

line accountability represented by economic success, environmental

responsibility and social commitment. In a holistic way thus, the interests

of all the stakeholders have been textured into our Group's fabric.

The footprint of our social work today straddles over 3,700 villages,

reaching out to more than 7 million people annually. Our community work

is a way of telling the people among whom we operate that We Care.

Our strategy

“Our projects are carried out under the aegis of the "Aditya Birla Centre for

Community Initiatives and Rural Development", led by Mrs.Rajashree Birla. The

Centre provides the strategic direction, and the thrust areas for our work ensuring

performance management as well

Our focus is on the all-round development of the communities around our plants

located mostly in distant rural areas and tribal belts. All our Group companies —-

Grasim, Hindalco, Aditya Birla Nuvo, Indo Gulf and UltraTech have Rural

Development Cells which are the implementation bodies.

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Projects are planned after a participatory need assessment of

the communities around the plants. Each project has a one-

year and a three-year rolling plan, with milestones and

measurable targets. The objective is to phase out our

presence over a period of time and hand over the reins of further development to the

people. This also enables us to widen our reach. Along with internal performance

assessment mechanisms, our projects are audited by reputed external agencies, who

measure it on qualitative and quantitative parameters, helping us gauge the

effectiveness and providing excellent inputs.

Our partners in development are government bodies, district authorities, village

panchayats and the end beneficiaries -- the villagers. The Government has, in their

5-year plans, special funds earmarked for human development and we recourse to

many of these. At the same time, we network and collaborate with like-minded

bilateral and unilateral agencies to share ideas, draw from each other's experiences,and ensure that efforts are not duplicated. At another level, this provides a platform

for advocacy. Some of the agencies we have collaborated with are UNFPA, SIFSA,

CARE India, Habitat for Humanity International, Unicef and the World Bank.

Our focus areas

Our rural development activities span five key areas and our single-minded goal here

is to help build model villages that can stand on their own feet. Our focus areas are

healthcare, education, sustainable livelihood, infrastructure and espousing social

causes.

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Education

Balwadis (pre-school)

Adult education

Non-formal education

Continuing education

Scholarships for girls, merit and technical education


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Sustainable development and livelihood and

agriculture and watershed development

Self-help groups

SGSY - dairy, readymade garments, jute project,

basket making, aggarbati making, bee keeping, durriemaking.

Check dam

Irrigation

Land development

Soil and water conservation

Pasture development

Social forestry/ plantation activities/ nursery

HorticultureFarmer training

Infrastructure development

Roads

Dams

Community centres

Houses

Culverts

ElectricityHealth centres

Water channels

Schools


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Emergence of a metal major: The beginning of a chronicle

The Hindalco story dates back to the young Indian democracy of the 1950s. Ready to

take a giant leap, India was geared to make it big, especially in terms of innovation

and industrialisation.

Hindalco embarked on its journey in 1958. Its first real contribution to the vision of

an industrial India occurred four years later, when the visionary — late Mr. G.D.

Birla set up India's first integrated aluminium facility atRenukoot, in the eastern

fringe of Uttar Pradesh, India. It was backed by a captive thermal power plant at

Renusagar in 1967. Hindalco attained its leadership position in the aluminium

industry under the dynamic leadership of the late Mr.AdityaVikram Birla — a

formidable force in the Indian industry.

And it was through the vision and guidance of Mr. Kumar Mangalam Birla, the

Group Chairman that the business segments of aluminium and copper are

consolidated to make Hindalco the non-ferrous metals powerhouse it is today. This

was achieved in part by expansion through mergers and acquisitions with

companies such as Indal and Birla Copper. Hindalco also secured copper reserves

and amplified its operating base by acquiring the Australian Nifty and Mt. Gordon

copper mines.

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Over the years, Hindalco has grown into the largest vertically integrated aluminium

company in the country and among the largest primary producers of aluminium in

Asia. Its copper smelter is today the world's largest custom smelter at a single

location.

In 2007, the landmark acquisition ofNovelis Inc., the world's largest aluminium

rolling company, placed Hindalco's footprint across the globe, securing it a rankamongst the top five global aluminium majors and also placing it in the Fortune 500

league.

At the heart of Hindalco's process and product, behind its growth and success, lies the

story of the Hindalco team. A multi-lingual, multi-cultural cross section of people bound

by the same values and pursuing a common mission — to create superior value, realise

their full potential and steer the company towards a preeminent position amongst global

metals major .

An achievement-focused and development-oriented ethos embedded in high standards of

business ethics and supported by sound management practices is the defining

characteristic of the Hindalco work culture.

We are a learning organisation where motivation runs through the talent pool and

skillsset from the shop floor to the office desk..

Powered by people

It’s our people who make the difference in Hindalco. These men of mettle make the

maximum use of resources, dextrously handle crisis situations, scrutinise every single

process parameter, mull over every variation to ensure quality and efficiency in products

and processes. Needless to say, the Hindalco shop floor is where all the action happens.

.

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We have a multidisciplinary workforce anchored by spirit of ownership that helps us

respond proactively to challenges and opportunities.

An industry leader in aluminium and copper

An industry leader in aluminium and copper, Hindalco Industries Limited, the

metals flagship company of the Aditya Birla Group is one of the world's largestaluminium rolling companies and one of the biggest producers of primary

aluminium in Asia.

Established in 1958, we commissioned our aluminium facility at Renukoot in

eastern Uttar Pradesh, India in 1962. Later acquisitions and mergers, with Indal,

Birla Copper and the Nifty and Mt. Gordon copper mines in Australia, strengthened

our position in value-added alumina, aluminium and copper products.

The acquisition of Novelis Inc. in 2007 positioned us among the top five aluminium

majors worldwide and the largest vertically integrated aluminium company in India. Today we are a metals powerhouse with high-end rolling capabilities and a global

footprint in 12 countries. Our consolidated turnover of USD 15 billion (Rs. 600,128

million) places us in the Fortune 500 league.

Hindalco'sbusinesses — Creating superior value

Hindalco is one of the leading producers of aluminium and copper. Our aluminium

units across the globe encompass the entire gamut of operations, from bauxite

mining, alumina refining and aluminium smelting to downstream rolling, extrusions,

foils, along with captive power plants and coal mines.

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Our copper unit, Birla Copper, produces copper cathodes, continuous cast copper

rods and other by-products, such as gold, silver and DAP fertilisers. Our copper

smelter holds the unique distinction of being among the world's largest single-

location custom smelters. .

Our units are ISO 9001:2000, ISO 14001:2004 and OHSAS 18001 certified. We have

been accorded the Star Trading House status in India. Hindalco's aluminium metal

is accepted for delivery under the High Grade Aluminium Contract on the London

Metal Exchange (LME). Our copper quality standards are also internationally

recognised and registered on the LME with Grade A accreditation.

Aluminium

Hindalco's major products include standard and speciality grade aluminas and

hydrates, aluminium ingots, billets, wire rods, flat rolled products, extrusions and foil.

The integrated facility at Renukoot houses an alumina refinery and an aluminium

smelter, along with facilities for the production of semi-fabricated products; namely,

redraw rods, flat rolled products and extrusions. The plant is backed by a co-generationpower unit and a captive power plant at Renusagar to ensure the continuous supply of

power for smelter and other operations.

A strong presence across the value chain and synergies between operations has

given us a dominant share in the value-added products market. As a step towards

expanding the market for value-added products and services, we have launched

various brands in recent years — Ever last roofing sheets, Freshwrapp kitchen foil

and Freshpakk semi-rigid containers.

Copper

Birla Copper, Hindalco’s copper unit, is located at Dahej in

Gujarat, India. The unit has the unique distinction of being one of

the largest single-location copper smelters in the world. The

smelter uses state-of-the-art technology and has a capacity of

500,000 tpa. .

Birla Copper also produces precious metals, fertilisers and sulphuric and phosphoric

acid. The unit has captive power plants for continuous power generation and a captive

jetty to facilitate logistics and transportation.

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Birla Copper upholds its longstanding reputation for quality copper cathodes and

continuous cast copper rods by assuring its management processes meet the highest

standards. It has acquired certifications such as ISO-9001:2000 (Quality Management

Systems), ISO-14001:2004 (Environmental Management System) and OHSAS-

18001:2007 (Occupational Health and Safety Management Systems.).

MinesHindalco acquired two Australian copper mines, Nifty and Mt. Gordon, in 2003. The

Birla Nifty copper mine consists of an open-pit mine, heap leach pads and a solvent

extraction and electro winning (SXEW) processing plant, which produces copper

cathode.

The Mt. Gordon copper operation consists of an underground mine and a copper

concentrate plant. Until recently, the operation produced copper cathode through

the ferric leach process.

In 2004, a copper concentrator was commissioned to provide concentrate for use

atHindalco's operations in Dahej. During FY2008, Mt. Gordon produced 23,886

tonnes of copper in cathode/concentrate. .

Both Nifty and Mt. Gordon have a long-term life of mine off-take agreement with

Hindalco for supply of copper concentrate to the copper smelter at Dahej.

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HINDALCO'S PRODUCTION

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Map of Aluminium Plants in India of Hindalco

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Renukoot

Renukoot plant was commissioned in 1962, with one potline and a smelter of 20,000 tpa

capacity. Over the years the plant has increased its capacity through various brownfield

expansions and asset sweating measures.

Today Hindalco, at Renukoot, operates across the aluminium value chain from bauxitemining, alumina refining, aluminium smelting to downstream rolling and extrusions.

The integrated facility houses a 700,000 tpa alumina refinery and a 390,000 tpa

aluminium smelter along with facilities for production of semi-fabricated products

namely conductors redraw rods, sheet and extrusions.

In 1967 Hindalco established a captive power plant at Renusagar, the first captive power

plant (CPP) for aluminium industry in India. This along with a co-generation power unit

ensures continuous supply of power for the smelter and other operations.

Renukoot has earned the Integrated Management System (IMS) certification

combining quality, environment and occupational health and safety into one

business excellence model.

The sprawling 1056 acre Renukoot complex located near the Rihand Dam, 160 kms

from the city of Varanasi, includes beautifully landscaped gardens with residential

colony cum mini township for management and staff members, a full-fledged

hospital for employees and the community around along with schools, clubhouses, banks sports, cultural facilities, supermarkets and the RenukeshwarMeade Temple.

As a responsible corporate citizen HindalcoRenukoot’s Community Development Cell

plays a leading and exemplary role in social projects on health care, women’s

empowerment, education, and sustainable livelihood schemes and espouses social

causes such as widow re-marriage and dowry-less marriages.

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HindalcoRenukoot's CSR cell has taken up various innovative rural development

projects in 385 neighbouring villages around its operating sites in the states of Uttar

Pradesh, Jharkhand and Chhattisgarh. These social projects are carried out under

the aegis of Aditya Birla Center for Community Initiatives and Rural Development

spearheaded by Mrs.Rajashree Birla.

A dedicated and highly enthused team of around 1285 managers at Renukoot and

Renusagar are engaged in challenging and enriching jobs. The unit has been a

recipient of several national and international awards in quality, environment

management, energy conservation, CSR, among others.

Hindalco Industries Ltd

Type Private

Industry Metals

Founded 1962

Headquarters Mumbai, India

Key people Kumar Mangalam Birla(Chairman)

Products Aluminium and Coer

Revenue !"#$1%&' billion

Total assets "#$1'&1 billion

Employees 1,6*

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Parent Adit+a Birla rou

Website -indal.o&.om

Financial information

The company has annual sales of$ 5 billion and employs 13,675 people and is listed

onForbes 2000. A metals powerhouse with a turnover of US$ 14 billion, Hindalco is

the world's largest aluminium rolling company and one of the biggest producers ofprimary aluminium in Asia.

Novelis takeover

On February 11, 2007, the company entered into an agreement to acquire theCanadian companyNovelis for U$6 billion, making the combined entity the world's

largest rolled-aluminium producer. On May 15, 2007, the acquisition was completed

with Novelis shareholders receiving $44.93 per outstanding share of common stock.

Hindalco, through its wholly-owned subsidiary AV Metals Inc., acquired 75,415,536

common shares of Novelis, representing 100 percent of the issued and outstanding

common shares. Immediately after closing, AV Metals Inc. transferred the common

shares of Novelis to its wholly-owned subsidiary AV Aluminium Inc.

Other acquisitions and takeovers

In July 2007, Hindalco announced it is acquiring the stake of Alcan Inc.'s in the

Utkal Alumina Project located in Orissa.

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In June 2000, acquisition of controlling stake in Indian Aluminium Company

Limited (Indal) with 74.6 per cent equity holding.

Forbes ranking

Hindalco is listed on theForbes Global 2000 at the position1821.

ALUMINIUM BUSINESS

Hindalco is Asia's largest integrated primary producer of aluminium and among the

most cost-efficient producers globally. Our aluminium units across India encompass

the entire gamut of operations, from bauxite mining, alumina refining, aluminium

smelting to downstream rolling, extrusions and recycling.

In India, we enjoy a leadership position in aluminium and downstream products. Our

product range includes rolled products, extrusions, foils, primary aluminium ingots,

billets, wire rods and aluminium slabs.

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Hindalco metal is accepted under the high-grade aluminium contract on the London

Metal Exchange (LME) as a registered brand. We have also been accorded the Star

Trading House status in India.

Hindalco’s integrated complex at Renukoot, in Uttar Pradesh, India, houses an

alumina refinery, an aluminium smelter and facilities for the production of semi-

fabricated products. Power is sourced from our Renusagar power plant, located

about 45km from mubai.

The captive power plant located at Renusagar, Uttar Pradesh, with 10 power-

generating units, has a current generation capacity of 854 MW. Excellent operational

standards have ensured a consistent plant load factor of over 90 per cent.

The integrated complex at Renukoot also houses a co-generation plant with a

capacity of 37.5 MW. A new co-generation plant with a capacity of 41 MW has just

been commissioned to meet the requirements of the enhanced post-expansion

capacities.

As a step towards building the market for value-added products and services, we

have launched several brands in recent years, namely, Freshwrapp aluminium foil,

Ever last aluminium roofing sheets, Permashield aluminium waterproofing

membrane sheeting, and Al Planet, an exhibition showcasing aluminium products

for the construction industry.

All our units are ISO 9001, 14001 and OHSAS 18001 certified. Furthermore, many

of our units have adopted the Integrated Management System (IMS) certification,reflecting a combined business excellence model.

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Furniture

A

Overvie

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Furniture

Furniture (probably from the French 'fournir' — to provide)

is themass noun for the movable objects ('mobile' in Latin

languages) intended to support various human activities

such asseating and sleeping in beds, to hold objects at a

convenient height for work using horizontal surfaces

above the ground, or to store things. Storage furniture

such as anightstand often makes use of doors, drawers,

shelves and locks to contain organize or secure smaller

objects such as clothes, tools, books, and household goods.

Furniture can be a product of design and is considered a form ofdecorative art. In

addition to furniture's functional role, it can serve a symbolic or religious purpose.

Domestic furniture works to create, in conjunction withfurnishings such asclocks

andlighting, comfortable and convenient interior spaces. Furniture can be made

from many materials, including metal, plastic, and wood. Furniture can be made

using a variety of woodworking joints which often reflect the local culture.

History

Furniture in fashion has been a part of the human experience since the developmentof non-nomadic cultures. Evidence of furniture survives from theNeolithic Period

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and later inantiquity in the form ofpaintings, such as the wallMurals discovered at

Pompeii;sculpture, and examples have been excavated inEgypt and found in tombs

inGhiordes, in modern day Turkey.

Neolithic Period

Skara Brae houseOrkneyScotland evidence of home furnishings i.e. a dresser

containing shelves.

The Classical World

Early furniture has been excavated from the 8th-century B.C.Phrygiantumulus, the

Midas Mound, in Gordion, Turkey. Pieces found here includetables and inlaid

serving stands. There are also surviving works from the 9th-8th-century B.C

Early Modern Europe

Florentinecassone from the 15th century

The furniture of themiddle Ages was usually heavy,oak, and ornamented with

carved designs. Along with the other arts, the ItalianRenaissance of the fourteenth

and fifteenth century marked a rebirth in design, often inspired by theGreco-Romantradition.

4

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19th Century

The nineteenth century is usually defined by concurrentrevival styles, including

Gothic, Neoclassicism, Rococo, and theEast Haven Movement. The designreforms of

the late century introduced the Aesthetic movement and the Arts and Crafts

movement. Art Nouveau was influenced by both of these movements.

Modernism

Red and Blue Chair (1917), designed byGerritRietveld

The first three-quarters of the twentieth century are often seen as the march towards

Modernism. Art Deco,De Stijl,Bauhaus, Wiener Werkstätte, and Vienna Secessiondesigners all worked to some degree within the Modernist idiom. Born from the

Bauhaus and Art Deco/Streamline styles came the post WWII "Mid-Century Modern"

style using materials developed during the war including lamenated plywood,

plastics and fibreglass

Asian history

Sendai-dansu for kimono, zelkova wood, note the elaborate ironwork, handles on

side for transportation, and lockable compartment

4!

http://en.wikipedia.org/wiki/Revival_styleshttp://en.wikipedia.org/wiki/Gothic_Revival_architecturehttp://en.wikipedia.org/w/index.php?title=EastHaven_Movement&action=edit&redlink=1http://en.wikipedia.org/wiki/Reformhttp://en.wikipedia.org/wiki/Aesthetic_movementhttp://en.wikipedia.org/wiki/Arts_and_Crafts_movementhttp://en.wikipedia.org/wiki/Arts_and_Crafts_movementhttp://en.wikipedia.org/wiki/Art_Nouveauhttp://en.wikipedia.org/wiki/Red_and_Blue_Chairhttp://en.wikipedia.org/wiki/Gerrit_Rietveldhttp://en.wikipedia.org/wiki/Modernismhttp://en.wikipedia.org/wiki/Art_Decohttp://en.wikipedia.org/wiki/De_Stijlhttp://en.wikipedia.org/wiki/Bauhaushttp://en.wikipedia.org/wiki/Wiener_Werkst%C3%A4tte_Stylehttp://en.wikipedia.org/wiki/Vienna_Secessionhttp://en.wikipedia.org/wiki/Mid-Century_Modernhttp://en.wikipedia.org/wiki/Revival_styleshttp://en.wikipedia.org/wiki/Gothic_Revival_architecturehttp://en.wikipedia.org/w/index.php?title=EastHaven_Movement&action=edit&redlink=1http://en.wikipedia.org/wiki/Reformhttp://en.wikipedia.org/wiki/Aesthetic_movementhttp://en.wikipedia.org/wiki/Arts_and_Crafts_movementhttp://en.wikipedia.org/wiki/Arts_and_Crafts_movementhttp://en.wikipedia.org/wiki/Art_Nouveauhttp://en.wikipedia.org/wiki/Red_and_Blue_Chairhttp://en.wikipedia.org/wiki/Gerrit_Rietveldhttp://en.wikipedia.org/wiki/Modernismhttp://en.wikipedia.org/wiki/Art_Decohttp://en.wikipedia.org/wiki/De_Stijlhttp://en.wikipedia.org/wiki/Bauhaushttp://en.wikipedia.org/wiki/Wiener_Werkst%C3%A4tte_Stylehttp://en.wikipedia.org/wiki/Vienna_Secessionhttp://en.wikipedia.org/wiki/Mid-Century_Modern


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Asian furniture has a quite distinct history. The traditions out ofIndia,China,

Pakistan, Indonesia (Bali and Java) and Japan are some of the best known, but

places such asKorea,Mongolia, and the countries ofSouth East Asia have unique

facets of their own.

Types of furniture

Storage

• Armoire (Wardrobe)

• Bookcase

• Cabinet

• Chest

• Credenza

• Cupboard

• Curio

• Dresser

• Nightstand

• Sideboard

Seating

• Bean bag

• Bench (furniture)

• Chair

• Chaise longue

• Couch

• Fauteuil

• Footstool

• Love seat

• Ottoman

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• Recliner

• Settee

• Sofa (couch)

• Stool (type of chair)

• Tuffet

• Watchman's chair

Surfaces

• Coffee table

• Desk

• End table

• Folding table

• Gateleg table

• Table

Sets

• Bedroom set (group)

• Dinette (group)

• Dining set (group)

• Vanity set

Sleeping or lying

• Bed

• Headboard

Entertainment

• Gramophone

• Hi fi

51

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• Piano

• Radiogram (furniture)

• Television set

• Wireless set

Other

Definition 1: Objects usually kept in a house or other building to make it suitable or

comfortable for living or working in.

• Built-in furniture

• Folding screen

• Garden furniture

• Headboard (furniture)

• Lamps are covered underfurnishings orlighting.

• Radiogram (furniture)

• Coat Hanger / Stand (furniture)

•

World furniture industry

Furniture industry has changed over the years. It no longer restricts itself to a

production of a chair or a table or a bed but today it includes manufacturing of a

range of furniture and home furnishings and designed interiors which spell class

and elegance. There is a boom time for furniture industry. Every country sports a

string of furniture showrooms of all kinds and sizes. Changing lifestyle, disposable

incomes, economy growth, increasing migration to urban areas have all contributed

to the demand for furniture and in turn the growth of the furniture industry as whole.

52

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Furniture industry comprises not only the production of a wide range of products

related to office, living room, bedroom, kitchen , garden, school furniture but also

mattresses, furnishings, upholstery, parts of furniture etc. A wide variety of raw

materials are used in production of furniture like wood, rattan, plastic and metal

and more recently silver. Including various varieties of wood, wooden furniture is the

major production and exports of the furniture industry in almost every country.

Characteristics of the furniture industry

• Furniture manufacturing worldwide forms a regionally centralized competition

pattern under the clustering effect.

• The furniture industry is both an organized and a non-organized sector.

• Utilization of skilled and unskilled workers.

• Utilization of handcrafted tools, machines and CAD/CAM for manufacturing and

designing.

• Source of employment for rural workers.

• Employment is spread across many sectors showing the diverse nature of the

industry and a broad product range.

• Consumer expectations and purchasing behaviours have marked regional

variations.

Industry Trends

As the world economy is developing fast in the past 10 years, the furniture markets

have opened up more and the world furniture industry has been growing fast.

Traditional furniture making countries continue to firmly take up over 70% of the

global market. This is possible because of their their long established productioncapacity, advancement in science and technology, solid funds and rich management

experiences.

Meanwhile, developing countries and regions like China, Southeast Asia, Poland and

Mexico, with China taking the lead, have built upon their respective competitive

advantages and gradually have covered almost 30% of the world market. The

furniture industry in such countries is developing strongly and showing great

potentials.

The European Union furniture industry accounts for about half of the world's

furniture production. The production value of this industry in this region is around

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€ 82 billion. Considered to be a labour-intensive industry it provides employment for

around 1 million people. Among the European countries, Germany takes the lead as

the largest furniture producing country, accounting for about 27% of total EU

production. This is followed by Italy (21.6%), France (13.5%) and the UK (10.4%).

The Canadian Furniture Industry is the 5th largest exporter of furniture in the

world.

The major furniture producing countries in South East Asia are Philippines,

Indonesia, Malaysia, Singapore, Thailand, Korea, Taiwan and India. In the context of

global furniture trade, Asia shows healthy signs of growth with respect to its other

international competitors. Asian furniture has always been popular in developed

countries like USA, Europe and Australia.

Over 20 years of fast growth, China has been able to bring unlimited business

opportunities and vitality to the global furniture industry. Now, China has today

emerged as a furniture production centre, a circulation centre as well as anexhibition centre in the world. The rise of China's furniture industry has brought

about a new round of restructuring of the global furniture industry and trade

pattern. According to a recent estimate, the Indian furniture industry is estimated at

around Rs 350 billion. Eighty-five per cent of this falls into the unorganized sector.

According to a study by the World Bank, the organized furniture industry is expected

to grow by 20 per cent a year and India, Brazil and Russia will witness a boom.

Dollar millionaires fuel luxury furniture market

Designer furniture on display at a store in Bangalore in this file picture.

There are over one lakh dollar millionaires in the country and more than 60,000 of

them furnish their homes with uber luxury items. From a Hickory chair that cost

about Rs 50,000 to Glant furnishings (priced at about Rs 3,000 a meter) to floral

arrangements from Natural Decorations Inc that carry price tags of Rs 4,000 to 25-

inch mattresses that would make the wallet lighter by Rs 50,000, the lifestyle of the

rich and famous in India is now on par with millionaires in the US or Europe.

“Clients with a Rs 3-crore house would easily spend about Rs 75 lakh on premium

furniture”, says Ms AnjalekaKripalani,

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The Indian furniture industry

Indian Furniture market is estimated to be more than Rs. 60,000 cr. The industry is

dominated by the unorganized sector, which constitutes 90% of the market. The

organized furniture market is at 10% and growing at about 35% CAGR

• The share of the wooden furniture market is around Rs 60 crore (Rs 600 million).

• The world home furniture market is worth Rs 20,000 crore (Rs 200 billion). During

the past three years, it grew by 35% per cent a year.

• According to a World Bank study, the organized furniture industry is expected togrow by 20 per cent a year and India, Russia and Brazil will witness a boom.

• The range of indigenous furniture available in India includes both residential and

contract system furniture, with an increased concentration in office and kitchen

furniture.

• Manufacturers in India generally use a three-tier selling and distribution

structure, comprising the distributor, wholesaler and retailer.

• The current imports are mainly from Italy Germany, Spain, China, Korea,

Malaysia, Indonesia, the Philippines and Japan.

• The furniture market in India is mainly concentrated in A, B and C cities (the top

589 cities).

• It has been estimated that the top 784 urban centres contribute 41 per cent to the

total consumer furniture market. A and B type cities together contribute 33 per

cent of the total market.

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10"

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uriture Sa#es i Idia ar!et

o#$ani%ed %ecto# &no#$ani%ed %ecto#

Furniture segment comprises 65% of the home market & 35% of Institutions. The

entire Home decor category spends, furniture accounts about 68% of the share while

remaining 32% comprises of furnishings and home improvement. Imported furniture

constitutes to 85% of the total organized furniture industry in the country.

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India imports furniture from Italy, Germany, Spain, China, Korea, Malaysia,

Indonesia and Philippines

Key driving forces in the demand for furniture:

The following factors guide the demand for furniture:-

• Elasticity in terms of the disposable income of the householdGenerally theestimated elasticity changes from country to country. But the average elasticity

has been found to be 1.5 that effectively means, if the income increases by 1, the

demand for furniture is going to rise by 1.5 and vice versa.

• Economic scenario - This translates into consumers' confidence in the economy

of the nation, growth of the Gross National product, the purchasing power and

also factors like level of unemployment.

• Infrastructural considerations - Like level of investments in housing etc.

• The evolution of the borrowing terms - If the interest rate is hiked the

consequences are higher costs for borrowing for purchasing furniture and

housing, and vice versa if the interest rate falls

• Demographic variables - Such as the evolution of marriages, household

formations, births taking place and the composition of age class.

Distribution of wealth - It is quite evident that demand for furniture would be s

higher in countries where wealth is more evenly distributed than in countries where

wealth has a tendency to be concentrated.

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Why aluminium?????

Properties of aluminium

After iron, aluminium is now the second most widely used metal in the world. This is

because aluminium has a unique combination of attractive properties.Low weight,

high strength, superior malleability, easy machining, excellent corrosion

resistance and good thermal and electrical conductivity are amongst

aluminium’s most important properties. Aluminium is also very easy to recycle.

Weight

Aluminium is light with a density one third that of steel, 2.700 kg/m3.

Strength

Aluminium alloys commonly has tensile strengths of between 70 and 700 mpa. The

range for alloys used in extrusion is 150 – 300 mpa. Unlike most steel grades,

aluminium does not become brittle at low temperatures. Instead, its strength

increases. At high temperatures, aluminium’s strength decreases. At temperatures

continuously above 100°C, strength is affected to the extent that the weakeningmust be taken into account. .

Linear expansion

Compared with other metals, aluminium has a relatively large coefficient of linear

expansion. This has to be taken into account in some designs.

Machining

Aluminium is easily worked using most machining methods – milling, drilling,

cutting, punching, bending, etc. Furthermore, the energy input during machining is

low.

Formability

Aluminium’s superior malleability is essential for extrusion. With the metal either

hot or cold, this property is also exploited in the rolling of strips and foils, as well as

in bending and other forming operations. .

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Conductivity

Aluminium is an excellent conductor of heat and electricity. An aluminium

conductor weighs approximately half as much as a copper conductor having the

same conductivity. .

Joining

Features facilitating easy jointing are often incorporated into profile design. Fusion

welding, Friction Stir Welding, bonding and taping are also used for joining.

Reflectivity

Aluminium is a good reflector of both visible light and radiated heat.

Screening

EMC

Tight aluminium boxes can effectively exclude or screen off electromagnetic

radiation. The better the conductivity of a material, the better the shielding qualities.

Corrosion resistance

Aluminium reacts with the oxygen in the air to form an extremely thin layer of oxide.

Though it is only some hundredths of a (my) m thick (1 (my) m is one thousandth of

a millimetre), this layer is dense and provides excellent corrosion protection. The

layer is self-repairing if damaged. .

Anodizing increases the thickness of the oxide layer and thus improves the strength

of the natural corrosion protection. Where aluminium is used outdoors, thicknesses

of between 15 and 25 ¥ìm (depending on wear and risk of corrosion) are common.

Aluminium is extremely durable in neutral and slightly acid environments.

In environments characterized by high acidity or high basicity, corrosion is rapid.

.

Non-magnetic material

Aluminium is a non-magnetic (actually paramagnetic) material. To avoid interference

of magnetic fields aluminium is often used in magnet X-ray devices.

Zero toxicity

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after oxygen and silicon, aluminium is the most common element in the Earth's

crust. Aluminium compounds also occur naturally in our food.

Weight and strength - aluminium is approximately one third as dense as steel.

Aluminium alloys have tensile strengths of between 70 and 700MPa.

Aluminium is easy to work using most machining methods.

These heat sinks exploit aluminium’s high thermal conductivity.

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Aluminium combines low density and high strength. These properties are

demonstrated in the decking of a bridge.

Aluminium has excellent resistance in neutral and slightly acid environments.

MARKETING MIX IN ALUMINIUM FURNITURES

Marketing mix of new product is hard for new product especially for any industrial

product like Aluminium. In Marketing mix of Aluminium several parts are included

as shown in the figure below-

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M a # 'e t in $ ( i)

o * A +& ( in i& (*n i te

. r

o d

uc t

,# i

ce

, +a ce

Product Mix:-

House hold furniture Table, Chairs, Sofa sets, dining tables,kitchen furniture’s ,swinging chairs

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etc-

Office furniture Rest chairs, Official table, Computer

table, windows and doors etc-

Furniture for Hotels Couples dinner tables, stylish chairs

and tables, premium sofa sets for good

suits etc-

For hospitals Stretchers’, wheel chairs, wheel beds,

O.T beds, medicine stands etc-

Others In this furniture for lawns, park etc- is

made.

2. SERVICE MIX: -It includes

a)PRODUCT: - CORE LEVEL Product basically is the final product which is in need.

TANGIBLE LEVELis one in which final appearance of the product is given.

AUGMENTED where is the main service which is very important to give in

aluminium furniture’s to make its market same strategy is followed by the

Europeans to promote the use of aluminium in Europe where aluminium

consumption is one of the highest in top 10 consumer now a days.

b) SERVICE LIFE CYCLE: -This includes in understanding & developing appropriatemarket based strategy.

Service can quickly be created when compared to the physical product. This

is due to the fact that industrial buyers prefer running their businesses with the

existing services mix rather than shift.

c) PRICING: - Different price are charged for different services in accordance to the

product. If service is of good quality then the service is charged as the high price.

Service also today makes an important part for the new shift to give rise to

industries to promote their product with the help of services.

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d)PROMOTION: - This is very important part for the Aluminium furniture’s

especially in the India where the population size is mainly in the middle class which

is in the ignorance about new product due to their strong affection toward their work

and busy in their schedule work. So to target them as customers in large amount

they have to fully about the new product through media.

e)PLACE: - In service place relates to the ease with which the service is accessed.

Due to the inseparability of services, they are produced and consumed at the

same place. In banking with the development of transactions via the internet, place

has lost value with respect to delivery of transactions.

Place as a contemporary aspect of the MARKETING MIX has cost relevance in

these kinds of services.

f)PHYSICAL EVIDENCE: -Service customers a greater perceived risk as they cannot

rate a particular service until it is consumed. Therefore service provider should tryto attach an element of tangibility to their service offerings. Brochures, reports,

certificate, etc.

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ON CUSTOMER’S

1. Do you have aluminium furniture?

a)Yes b) No

/e% No

0

10

20

30

40

50

60

70

0

!0

100

24

76

Do you have a#u1iiu1 $uriture 2

Do -o& ae a+&(ini&(

*nite

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Interpretation: -

From the sample of 100 maximum respondents do not have aluminium

furniture however only about 25 % have aluminium furniture

2. What type of furniture you keep at you keep at your house?

a)Metal b) wooden

c) Plastic / Fibre

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eta+ ooden .+a%tic#e

0

10

20

30

40

50

60

70

$@ur@bh project.docx

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