A

REPORT ON
INDUSTRIAL VISIT
AT

Mapro Foods Private Limited

WAI (MAHABALESHWAR)

On
12th March 2011

JAYAWANT INSTITUTE OF COMPUTER APPLICATIONS

(MBA DEPARTMENT)
TATHAWADE PUNE-33

Authored By: Pravin Thorat

Mapro Foords Private Limited
Located around the idyllic hill-town of Panchgani in Western India, Mapro Foods manufactures
Fruit Jams; Fruit beverage concentrates – Crushes and Squashes; and Fruit Bars. With an annual
processing capacity of around 30 thousand MT, Mapro is a market leader in Western India. The
company has grown organically over the last five decades with sustained profitability. Known for
its quality and innovation, Mapro has been built on its founder’s philosophy of developing
products that are wholesome, nutritious, value-for-money, and imaginative.

It was our pleasure that we all got an opportunity to visit Mapro Foods Private Limited situated at
Wai, Mahabaleshwar on ……. …………….

Mapro Foods Pvt Ltd is a Leader in the fruit Beverage

and Fruit Jam market in Western India. Set up as
aFamily business over 45 years ago, it has earned a
name for Quality and consistency. Mapro products
enjoy Premium Status in the Indian market. The
Manufacturing facilities are Certified ISO 9001:2000 and HACCP by BvQi.

Founded in 1959, the Company had its humble beginnings in the hill-town of Panchgani, near
Mahabaleswar, when a businessman named Kishore Vora a pharmacist by profession, decided to
make some strawberry jam. He then went on to develop innovative products such as jelly sweets,
fruit cubes with fruit juice and rose syrups with rose petals – all for the first time in country.
Today, his ‘hobby’ has borne fruit in the shape of Mapro, one of the most modern, hygienic,
quality-focussed fruit product manufacturing units in India. His vision has been taken forward,
thereby transforming the region around Mahabaleshwar and Panchgani, the erstwhile sleepy hill
stations of Maharashtra, into a flourishing fruit processing zone.

The Company has expanded capacity to now produce 30000MT of processed frozen foods p. A. It
is setting up a Frozen and Fresh Food Distribution Chain in Indian Metros to service the fast
growing modern Organised Retail Supermarkets being set up in India.Mapro Food Private Limited
is a fruit processing company located in Panchgani, Western India. Built up in 1960s by Kishore
Vora, it has already become the 2nd largest producer of processed fruit products.

Company Name: Mapro Food Private Limited

Estimated Annual Sales (USD): US$5 Million - US$10 Million

Corporate Status: Corporation/Limited Liability Company

Year Established: 1990

Legal Representative / CEO/Business Owner: Mayur Vora

Website: http://www.mapro.com

Employees: 501 - 1000 People

Main markets: Southeast Asia

Business Type: Manufacturer

Product/Service: Fruit Jam, Frozen Pulp, Fruit Concentrate, Fruit Juice

Address: 122, Shendurjane, Wai-Surur Road, Wai 412 803 Dist. Satara, Maharashtra, India.

Email ID: info@mapro.com

Mapro was founded in 1959, the Company had its humble beginnings in the hill-town of
Panchgani, near Mahabaleswar, when a businessman named Kishore Vora a pharmacist by
profession, decided to make some strawberry jam. He then went on to develop innovative products
such as jelly sweets, fruit cubes with fruit juice and rose syrups with rose petals – all for the first
time in country.
Today, his ‘hobby’ has borne fruit in the shape of Mapro, one of the most modern, hygienic,
quality-focussed fruit product manufacturing units in India. His vision has been taken forward,
thereby transforming the region around Mahabaleshwar and Panchgani, the erstwhile sleepy hill
stations of Maharashtra, into a flourishing fruit processing zone.

Mapro Foods Private Ltd. is a fruit processing company, which is situated at Panchgani (near
Mahabaleshwar) a panoramic and beautiful hill station of western India. Panchgani is 100kms
from Pune and 250 kms from Mumbai and is just off the Golden Quadrilateral. Panchgani was
established by the British for the education of their offsprings, resulting into a hub of schools. It is
known for its famous schools. This beautiful hill station of India possesses the health, housing and
other amenities and attracts more than a million visitors every year. Mapro is in the fruit
processing business over more than forty years and it is known for quality and innovation in the
industry.

The Brand Mapro is a well-recognized brand in India. The company has shown organic growth
over the last four decades representing sound financials with sustained profitability. The company
was founded by visionary Shri Kishore Vora, a pharmacist, and at present is headed by Shri
Mayur J.Vora who is the Managing director of the Company. Shri Mayur J.Vora, an alumnus of
IIMB, is Heading the Organization for last 20 years and has enhanced the Vision of Kishore Vora
by transforming Mahabaleshwar/Panchgani, the scenic hill station of Maharashtra, into Fruit
processing zone of the Nation. Mapro Foods Private Limited is the flat organization where
management works along with their technical and sales functionaries to achieve the vision and
mission of MFPL.

Products
Mapro has a range of nutritive, lip-smacking products. Mapro is a Manufacturer and Exporters of
Jams, Squashes, Sherbats, Fruity Sweets, Jelly Sweets and Confectionery.Mapro is a leading
innovator of processed fruit products in western India for the last 50 years. Their products include
fruit based concentrates, jam and preserves, ready-to-drink fruit drinks, and fruit jellies and
confectionery. We revitalized the brand and designed the package graphics for the range of
concentrates and drinks.
Mapro’s portfolio of products provides a high quotient of natural fruit in the form of Jams, Fruit
bars and chews, Syrups, Crushes, Squashes, and Dessert Toppings. Its range of premium products
such as Thandai crush and Kesar syrup are made from the finest selection of exotic ingredients.
Mapro’s products are known for their wholesome taste and quality, as also their natural goodness
and nutritive value.

Mapro was the pioneer of fruit-based confectionery

in India, with its first jelly sweets being made from
fruit juices and liquid glucose. The ‘Falero’ pulpy
fruit chews, which are better known as ‘pates de
Fruit’ in the rest of the world – are excellent
exemplars of Mapro’s very own Innovation Labs.
Faleros come in unique indigenous flavours that
are suited to the Indian palate, like Kacchi Kairi
(Raw Mango), Alphonso Mango and Strawberry.

Quality
With its state-of-the-art production facilities, Mapro is committed to developing, producing,
packaging, storing and selling food products, with high regard for safety, nutrition and taste, by
continually improving quality and food safety management systems to meet and exceed
customers’ expectations.

The company has obtained ISO 9001:2000 certification and HACCP Certification from BVQi.
ISO 22000 Certification is currently under implementation and the implementation of B. R. C.
Standards is being planned in the near future.

Having started with a capacity of 10MT of processed fruit products a year, the Company today has
a processing capacity of about 30,000MT per Year with its factories in the Shendurjane village of
Satara district, Panchgani town, Gureghar village of Mahabaleshwar tehsil and Indora town of
Kangra district in Himachal Pradesh.

The development of the village of Gureghar, comprising around 70 families, between 1971 and
1985, is a case-study in itself. It started out with 12 persons working as permanent employees at
the Gureghar fruit processing unit, with the rest into subsistence farming. But for them too, there
was hope. They had continuous and sustained income with a ready market at their doorstep. They
started growing strawberries, with technical guidance from Mapro, and today the region has the
highest produce of strawberries in all of India, one of the major catalysts for the manifold increase
in tourist inflow over time.

All these achievements have been through sustainable means, keeping the region’s ecology in
mind. Gureghar boasts of being one of the first villages to have 100% sanitation with every house
having their own biogas plant.

Today, statistics reveal 100% employment in the village, with none under poverty line, and 100%
literacy with a 0% dropout rate. Mapro’s vision does truly extend beyond business

Recent Trends
Mapro has recently launched its fruit flavoured ice teas available in three flavours- lemon, peach
and strawberry. It has also launched Falero Kacchi Kairi which is a pulpy fruit chew made from
fruit pulp of raw mangoes and is available in two flavours of strawberry and kacchi kairi Frutons,
another product launched by Mapro, are fruit bites made from fruit pulp and juice. Frutons are
available in an assorted mix of orange, strawberry, pineapple and raspberry.

Strawberry Jam: Get a head start to your day with this delicious, deep red, fruit-filled, healthy jam.
Apart from being a perfect topping for toast at breakfast, it is often used on cakes, cookies and
tarts. Roll some jam for a quick snack in a chapati or puri or just lick it off a spoon for a lip-
smacking, delightful explosion of fruitiliciousness.

Gingerale Squash: A squash with all the goodness of Ginger, Originally grown in Asia, ginger
helps in digestion and blood circulation. In the form of gingerale, it works as an effective stomach
settler with its antacid properties. It is used in mocktails or had as a healthy, delicious drink by
mixing one part of squash with three parts water or soda

Recent News From Mapro

Mapro Foods to foray into F&B segment: With growing demand for fruit-based products –
Mapro Foods has decided to augment their fruit processing capacity at Mapro Food Park,
Panchgani. According to a company official, the food park has a capacity to process over 60,000
litres of SCS (squash crush and sharbat) range and process over 2 lakh litres ready-to-serve
beverages every day.
Savour India's largest strawberry harvest: This place is heaven for strawberry lovers, you pluck
your own strawberries right on the farm, eat as much as you want and walk away without paying a
penny. This is what hundreds of tourists are doing in Mahableshwar, 150 kms from Pune. Faced
with a bumper crop farmers are celebrating the strawberry festival for the second year in a row.

Mapro to bring back Vimto fruit squash: T was grandpa's favourite drink back in 1912, and now
Mapro Foods, the second-largest producer of processed fruit products in Western India, is set to
bring back into the country Vimto, the fruit-based beverage brand from the UK. The Panchgani-
based company signed an agreement last month with the £100-million Nichols to manufacture the
brand under licence at its facilities. The brand will be available in India in its popular avatar, a
mixed fruit squash, beginning March, the CEO of Mapro Foods, Mr Mayur Vora, told Business
Line.

Mapro Foods Plans to Spread Its Wings: Mapro Foods CEO Mayur Vora told FE that the focus
is now on the northern and southern regions after establishing a presence in cities like Mumbai,
Pune and Ahmedabad. The strategy adopted by the company is to focus on cities offering high
potential. That is why it is more bullish on its foray into the northern and southern

Photo Gallery

Mapro Foods Private Limited Processing Unit

Students at Factory sales counter buzy in enjoying Mapro products

Mapro Quality Norms Display Board

Mapro Production Facility

Mapro Production Facility

Mapro Production Facility

Mapro Production Facility

Mapro Production Facility

Mapro Production Facility

Mapro Warehouse
Cold Storage at Mapro

Mapro Logistic
Mapro Bazar

Mapro Bazar
Contact Details

Mr Mayur Vohra – MD Mapro

Address of Company

122, Shendurjane, Wai-Surur Road

Wai 412 803 Dist. Satara, Maharashtra

India

Email ID: info@mapro.com

Phone +91.2176.222111

Fax +91.2176.222031 Phone +91.2168.240112 / 240199

Fax +91.2168.240117 / 240112 Phone +91.2168.240111 / 240114

Registered Office

122, Shendurjane, Wai-Surur Road

Wai 412 803
Dist. Satara, Maharashtra
India
Phone +91.2176.222111
Fax +91.2176.222031 Phone +91.2168.240111 / 240114
Area Sales Office
Sales Office
428, Bhagyodaya, Building No 9,
Kher Nagar, Bandra (E), Mumbai 400 051
India
4, Sadhana Apartment,

1105/5 Model Colony, Pune 411 016

India

Phone 022.65298725, +91-97662 66295