From Date:25/07/2018

Mr. P. Sanjai Gandhi,

Advocate,
Intellectual Property Attomey,
High Court of Madras,
Chennai - 600 001,

To
Deputy Registrar,
Geographical Indication Registry,
Intellectual Property Office Building,
G.S.T. Road, Guindy,
Chennai - 600 032. India

Subject: Submission of Fogf Replied of Examination Report

Respected Sir,

This is with reference to the Examination report of application of

Geographical Indication for "Kovilpatti Kadalai Mittai, GI Application No. 486".
We hereby enclose the reply to the Examination Report to attached
Affidavit, Map, Society Registation Documents and Logo.

Thanking You
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t offidavit
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We, Kovilpatti RegionalKadalai M itta i M a n u fa ctu re rs and Retailers Welfare
gAssociation,
Kovilpatti registered und er Tam ilnadu society registration Act 1975.
No.89/2018, registered on the 5th Day bfJuly 2018, having
;Bearing Registration
office at 78-C, Market Road, Kovilpatti,ThoothukudiDistrict, TamilNadu - 628501
Do hereby solemnly affirm and sincerely state as follows:

?r. That the Association comprises producers of Kovilpatti KadalaiMittai.

That we are filing application for geographicalindication on behalf of all
manufacturers of kovilpatti Kadalai Mittaiunder Geographical IndicationAct.
That as per Geographical indications of Goods (Registration and Protection )
act, 1999 Society is a statutory body representing the interest of the
Manufacturers of Kovilpatti Kadalai Mittai of the taluk of Kovilpatti of the
district of Thoothukudi of the state of Tamil Nadu. Therefore, it is competent
under the said Act to be Application.
That we are applicant for Kovilpatti Kadalai MittaiGeographicalindication

# Herein applying for registration in part "A" as an Registered Proprietor for

Registered Geographical Indication. The society will be protect in the interests
of the manufacturers of the Kovilpatti Kadalaimittai'
t J
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That, we herein undertake to set u p a n inspection body in order to inspect
f.
asses and attest the quality ofthe product.
L That, we herein undertake, we are aware and shall direct all makers and
a rtisan s to ad here and co nform to all the regu lation criteria ( Present a nd

future) relatingto specification/description and quality as set forth by the

I
inspection body setup of Quality control Ancj adequately protectthe
I interests of the producers of the Kovilpatti Kadala mittai.
That we undertake no child labour is engaged in the manufacturing process
I of kovilpatti kadalai mittai.
I
reaff irm that the particulars set out in the Affidavit for registration of
{prther
Regi stered Pro prieter fo r Registered Geo gra ph ical In dication Kovilpatti
Kadalai Mittai are true to the best of my knowledge, information, and belief .

.. l(OVmAmREGf0l{ArtODAtAHtnAt -l
rfAlfw IuRERSAIO RETATURSASSOCniloil ",k -f,a''.^<^
,
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Taluks

gy.ll.plfi t REGtoilAL'0DALArMtrTAl
... ., !f
IIAIiUFATURERS AIID RETAILERS
ASSOCIA

*,["",,{;lti PlJ,,'r3I,? - rrr r,

^., I ur|oonn Oast. Tamitnadu.
Ceil: i89f0 80398
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I-THE
GEOGRAPHICAL INDICATIONS OF GOODS
I rprntqrpartnN aNn ppnrtrerrnNl
(REGTSTRATTON AND Aer ,lqqq
PROTECTION) ACT, 1999
I FORM GI.1O
I
Form Authorisation or Agent in a matter or proceeding under
the Act Section 76 and rule 20
I
We KOVILPATTI REGIONAL KADALAIMITTAI MANUFACTURERS
t
AND RETAILERS WELFARE ASSOCIATION hereby authorize P. SANJAI
eAlionl of YMIA Building, 49, Moor Street, Chennai - 600 001 to act as my
(or fur) agent for G.l. Application for Kovilpatti Kadalai Miftai and request that
all ;otices, requisitions and communications relating thereto may be sent to such
)J
I ?K'o^^"^
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ar"orir: ea 0ttJl b)qg6
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agebt at the above address. l(or We) hereby revoke all previous authorizations,
if ary, in respect of the proceeding.

I All relating to this application may be to the following

"orrunication
address in India:-
P. SaniaiGandhi, GlAgent,
;
.I 49, Moor Street, YMIA Building, Ghennai- 600 001.

I Dated this 22nd day of July 2018.

I
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 Form No. If
(See Rule 8 Of the TamilNadu Societics Registration Rules, 978)
I

CERTTFICATE OF R-EGISTRATION UNDER SECTION IO OF THE TAMIL

NADU

ACT, 1975 (TAMIL NADTJ ACT 27 OI: 1 97s)

CERTIFICATE OF REGISTRATION OF SOCIETIES

Sf. No.: 89 12018

I hereby Certiry that

" Genofldrui g oliLrr 6L5tD6rxjflr.Lrrir o_$u$ pflrunenrieafr r.ofrErir
all$uaonnruncnrtoof po*edre6 "

has this day been Registered Under The Tamil Nadu Socierics Registration Act.l975
('famil Nadu Act 27 of 1975).

at
Given under my hand PALAYAMKOTI.AI
this 5.. th dayol .jgly 2018

Seal : "/--"::;\r-s.
Station: Signature of the Registrar

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 Prabhu and Solvakuma( J Agri Sci Food R€s 201 8
Journal of Agricultural Science and 9.2

Food Research

Supply Chain Practices and its Impact on Supply Chain Performance of

pehirdt Chikki Industrv in Koviloatti
P6bhu |{A'snd Solvakumar JJ
PSG lnstilul' of Managenent, Coinbalorc, Tanil Nadu, lndia
'concapondtng author: Prabhu MA, Research scholsr, PSG Institut€ of Management. coimbalore, Tamil Nadu, India. Tsl: 04224304400i E-mail:
agmmech@gmail.com
Rac dats: March 14,2018; Acc dat€: March 27,2018: Pub d.lo: April04,2016
Copyrighr @ 2018 PEbhu MA, sr al. This is an op€n-acc€ss arttde distrihled under Uls tems of the Osalivs Commons Attibulbn Lac€ns€, whi(t petmits unreslt'cted
use, distriburion, and reproductjon in any m€dium. provided lhe original author and soirce are crediled

Abstract

This reseaach concenfales on supply chain praclices and its impact on supply chain performance of peanut
chikki industry. The aim of this study to analyse the supply chain performance by using vanous constructs. By using
the questionnahe survey the supply chain pradices ot peanut chakki industry in Kovilpatli was analysed. SuNey was
conducted direclly in their consocltive frms in Kovilpatti, The r€spondenls are lhe peode who arc suppliers of th€
p€anut chikki industry in and around Kovilpatti. The nodes and linkages of supply chain are also det€rmined. At lhe
end of study oulcomes wgr€ discusssd with the available data and lhe suitable interpretetion was done and
suggestions ar6 put forlh setting a path for future studies.

Ket|words: Peanut chikkii Information sharing; Supplier and it has the strong inventory of raw materials from their
relationship; Supplierperformancei Partnership quality; South In&a neighbouring towns. lt caus€s them as a largest supplier of peanut
chikki in southern Tamil Nadu.
Introduction Supply chain which is denned as the combined process with some
business entities such as Suppliers, Distributors, and Retailers. These
Peanut Chikki is a traditional sweet (snack) which is made from
business entities are the people doing the .ctivities like a) procuring
groundnuts and jaggery. Chikki maker facing verieties of physical and
chemical action in relat€d to manufacturing the peanut chikki in day
raw materials, b) converting these raw materials into specified
products as like what they want, c) finally delivering those finished
to day activities Ul. Indianb has more traditional foods with more
products to retailers. For a decade reseerchers and practitioners are
nutritiont and all the foods comes under the snacl.s, sweetmeats which
primarily investigating in the field of supply chain process (forward
are producing by local raw materials with more nutrition! (protein and
carbohydrates). Peanut Chikki comes under swe€tmeats which are
flow and backward flow). Recently tesearchers are turning to start
more popular, it is prepared using peanut, iaggery, sesame etc. Chikki's
doing on research in supply chain performance, design, length,
are more popular in rural population with attractive price compared
entiti€s, gro*th etc. According to that supply chain concepts and
methods are changing in the manufacturing industry is increased and
with other confectionery products. There are three major t'.pes of
market A, B and C (upper, middle, lower) class market. Market outlets
the supply chain practices like reducing product life cycle time,
shrinking the lead time in delivery, increase in manufacturing costs are
of chikki ere maiorly in t)?e 'C" class stores. The products are also
included. While at the same time in manufacturing supply chain
available in kirana shops and departmental stores and bakeries also sell
concepts are arises largely it is important to note the supply chain
chikkies. The cottage industries (unbmnded) chikkies are selling to the
playing vital role in business performance.
wholesale dealers [2].
Business performance will be measured by using thre€ dimmsions
Traditional chikki was marketed after implementation of Goods ard
Service Tax by the governdrent of around 18% for the peanut cbikki by
in a manufactudng industry are fnancial perfomance, operational
performance and supply chain performance. 'Ihere is only less research
t$at product become more popular in Tamilnadu. Peanut chikkis ar€
packed with the size of 100 grams per pockets by using pol)?ropylene
attempts done in supply chain practices to measure the business
performance in India by using financial results [3].
wrappers or cellophane wrappers.
To improve the supply chain performance there is need to look out
The production capacity is estimated at 500 kilograms per shift or
1500 kilograms per day. the yield of chil<kies will be 37.5 tomes per
the whole supply chain practices. ln this study performance
measurement i$ defined vrith the criteria that are information quality,
month and that per annum would be 450 metric tonnes. lvith an ex-
supplier relationship, logistics performance and rcsponsiveness to the
factory selling price at Rs. 80 per kilogram ofpeanut chilkies, the total
custom€r [4].
sales revenue will be P.s. 360 lakis per annum on liil
capacity
utilisation.
Literature Review
Kovilpatti is one of the industrial cities where in the district of
Thoothukudi of the state of south Tamil Nadu. Kovilpatti is famous for A review of past experiedces and its studies of the related freld are
'kadalai mittai': It has a population of 2.5 lac p€ople (2016) and is very helpfirl for the present researchers. It will give the guid€line for the
known for candy pamdis€. Here, the most of small scale industries of new researcher to compare the end results with earlier sludies, to us€
peanut chikki manufacturing is the only occupation for many people its concepts, and so on. This resealch is desiped to study of supply

I Agri Sci Food Res, an open access journal Volume 9 . Issue 2. 1000216
 Citation: Prabhu MA, Selvakumar JJ (2018) Supply Chain Practices and its lmpact on Supply Chain Performance ot Peanut Chikki lndusfy in
Kovilpatti. J Agd Sci Food Ros 9: 216.
chain pnctices and its effect on supply chain petformance and to
determin€ wheth€r th€ business entities have an impac! on the
business performance. Supply chain has been becoming the impo.tant
factor to analyse the organisation performance l5l. For a supply chain
performance, the relationship between the business entities (supplier
and buyer) requires strong partnership [6]. Vrvek says about the
importance of various linkages between the entities involved in the
supply chain activities for its efrcient function, iDtegration and
flexibility [4].
Information flow
A supply chain contains three flows which are information flow,
material flow and financial flow between th€ supplier and buyer of
products I7l. In many ofthe supply chain links contains each business
entities (seller, manufacture., and distributor) are to be taken as singl€
supply chain. Business to business exchange occurs in the supply chain
which exchanges between the buyer and supplier [8] .
Supplier relationship
ln supply chain practices the supplier relationship has a significant
impact which is emphasized [9] . Significant research depends upon the
business knowledge and suppli€r partnership to fulfil the customer
requirements and expectation [10].
Inventor't matragement
We adopted the traditional technique ofsupply chain practices wilh
respective of lnventory management to share the information between
the frrms for getting efficient perform.nae I I I ].
Logistic performance
The process of delivering the products from one business entities to
other through th€ supply chain with difterent actMties which includes
inventory, warehousing, tnnsportation, anddisposal [12].
RespoDsiveness to customer
In supply chain practices responsiveness to customer improves the
v.'ealth of supply chain and which is resolvable factoi for build to order
supply chain [13].
Partnership quality
Supply chain practices the benefits which are gained by the both the
business €ntiti€s (supplier and buyer) by the mutua.l partnership
between the two dif€r€nt suppliers and buyers [14].
Supply chain performance
In an agro-foods supply chain management risk is a.lso the part of
supply chain which includ€s the diven factors (information sharing,
supplier relationship, transportation) of measuring supply chain /
organization performance [15]. The performance measutement of
supply chain is taken as whol€ because each item in supply chain is
integrated to the $upply chain activities such as responsiveness,
flexibility, efrciency [16]. The supply chain performanc€ measuremert
is done by using the relationship between the leaders (supplier, direct
s€ller distributor) perception of pe.formance [17]. Literature review
l€ads up to deriving the following h)?othesis and development of
conceptual model.
J Agti Sci Food Res, an open access journal
Pege 2 of 5
Need for the study
Most of the people prefer consuming branded conf€ctionary
products rather than a traditional p€anut chitki. It is diftcult to
understand \^rhat attracts consumer to buy branded confectionary
product despite its artificial characteristics. Most of the people are
influenced, due to high availability and marketing of branded
confectionary products in the all classes of market. Also, ther€ are not
much suppliers to distribute the traditional peanut chikki which
henceforth have an insumcient supply to the A and B markets- So,
ther€ is a greater need to address the lack of supply chain of the
traditional products.
Scope for the Study
kr modern business, the practice of positive supply chain
performance is becoming rnore in important to reach and develop the
market. Peanut chikki is not in much reach to the A and B class market
because of inefficient supply chain practices and marketing of other
confectionary products. This study wil help us to 6nd the solutioD in
the supply chain nodes and links. This research is focusing on supply
chain practices and its impact on supply chain perfornance of peanut
chikki inductry. This study will also help to enhance importance of the
supplier relationship and information sharing on the supply chain
performance.
Objective
. The aim of the study is to analyse the peanut chikki industry in
kovilpatti with respect to the supply chain performance and
objectives are:
. To explore and discuss the supply chain p.actices adopted within
the peanut chikki industry
. To explore and discuss the nodes and linkages of supply chain on
peanut chikki industry in Kovilpatti.
. To analyse the impact of informatio. sharing between the business
entities on the supply chain p€rformance.
. To explore and discuss the relationship between the suppliers (firm
employers) and its performance.
Conceptual Model
. Hl: A firm's strategic information sharing is positiv€ly related to
its supply chain supply chain performance.
. H2: A firm's strategic supplier relationship is positively related to
its supply chain supply chain performance.
. H3: A firm's strategic inventory management is positively related
to its supply chain
. supPly chain performance.
. H4: A firm's strategic logistics performance i6 positively related to
its supply chain
. suPPly chain Performa[ce-
. H5: A firm's strategic responsiveness to customer is positively
r€lated to its supply chain
. suPply chain Performance.
. H6: A firm's strategic partnership quelity is positively r€lated to its
supply chain supply chain performanc€ (Figure l).
Volume 9. lssue 2 . 1000215
Citation: Prabhu MA, Selvakumar JJ (2018) Supply Chain Practices and its lmpacl on Supply Chain Performance of Peanut Chikki Industry in
Kovilpatti. J Agri Sci Food Res 9: 216.

Page 3 of5

'r Inf6h - inform.tion sharing,

Figure 2: Testing Casual Model.
SupRelsupplier relationship, InMgt-Inventort' managemenl
LogiPM'Logistic performance, ReCUS-Responsiveness to
customers, ParQu-Partnership quality, SuPM'Supply chain
Derformance.

Figur l: Conceprual Model. Based on the above testing model the r€lation was found to be
highly signifi cant (Rsq=0.644).

Enllr€
Slandard
Research Methodology T- St tbtlc

This descriptive research ured to determiff the insight-s of kovilp.tti

peanut chikki manufacturing and its supply chain practices by using a ts->scP -0.513 4.4747 0.1396 -3.672t6

survey methodology. The items in the survey were obtained from SR->SCP -0.206 -0.191 0.0984 -2.0933
existing scales. For example, the variables for measuring information
sharing, supplier relationship, inventory management, logistic tM->scP 0.205 0.2504 0.1274 1.6044
performance, responsiveness to the customers, partnership were taken
LP->SCP -0.197 -0.1E09 0.1't05 -t_7426
from an existing endorse scale developed by \tvelc The sampliog
method which adopt€d for this study is cluster sampling for the RG>SCP 0.019 0.0809 0.0626 0.3035
supplicrs. The samples respondents are into three-category supplier
and their direct seller and their distributor of peanut chikki industlies. PG>SCP 0.136 0.1581 0.101 1.3462

The sample size is 108 came out from the questionnaire study (supplier
36, direct seller 36 and distributor 36). By using SPSS and \4sualpls,
going to derive the analysis for the data which is collected [4].
Results and Discussion
Table l: Boot Strap Summary **Islnformation sharin& SR-Supplier
relationship, tM'Inventory management, LP-Logistics performance,
RC Responsiveness to customer, PQ-Partnership quality, SCP'Supply
chain performance.

Understanding the impact of supply chain practices on the supply
chain performance (Figure 2).
Here the sampl€ size has been reduced to extent to get the accuracy
ofo.l and T valu€ is t=1.6 is accept€d. Based on the above Boot Strap
Summary we could see that variables information shadng (t=-3.6746)
has reverse significant relationship towards supply chain pelformance
becawe of incorrect information sharing between the suppliers.
Supplier Relationship (t=-2.0933) has reve$e significant relationship
torards supply chain perfomance, there is no business relationship,
but individual relationship seems to exist. Inventory Management
(t=1.604) has a significant relationship towards slpply chain
performance end logistic perfomance, responsiveness to customers,
partnership quality has a very low relationship on the supply chain
performance ofpeanut chik&i industry (Table l).

Understanding the supply chain practices (nodes and linkages) of

chikki ind$try in Kovilpatti (Figue 3)-
the pearut

J Agri Sci Food Res, an open accessjournal Volume 9.Issue 2. 1000216

Cilalion: Prabhu MA, Selvakumar JJ (2018) Supply Chain Practices and its lmpact on Supply Chain Performance of Peanut Chikki lndustry in
Kovilpatt. J Agri Sci Food Res 9: 2 ! 6.

Page 4 of5

FiguE 3: Supply chain path for a Peanut chjlki industry in

**frs5$p..
KovilDatti.

Based on the above supply chain link, the point which starrs from
the Agri farm (peanut), and end to the consumer. Major supply chain
process happening in the node of manufacturing unit (supplier of Figurc 5: Suppliers relationship on the firm s performance.
peanut chikki) to anothcr node direct seller and to another node of
dealer.
Differedces betwe€n two groups in the mean scores ofvariables are
studied using Student t-test are discussed in this section. Also, ANOVA
followed by Correlation Analysis is used to verify the hypothesis stated
in the first chapter
P value, p=0.000<0.05 at 5% level ofsignificant. There we accept the
l hlpothesis, so the relationship can be $tudied using alternate
at h'?othesis (Figure 5).
+{
Hpothcsis I
'J
Supplier cat€ory has a direct inRuence with the performance of
a firm with the respective supply chain management (Table 2).
1941.51 132151L1a 1.6 19 +& 459
Slgnlic.nt vdu€

Relurn on inveslmeri 0

Figurc 4r Impact of information shadng. Th6 growlh of market shar€ 0

0
Based on mean scote, informed in advance of our changing need! 0
(4.94) is the most important factor which is influencing tbe supply
chain performance followed by Information sharing between busin€ss 0
entities Timely (4.74), Information sharing between business entities
Deblors daF 0.05
Mequate (4.69), Information sharing between business €ntiti€s
Accurate (4.67), ltrformation shering between business entities Reliable clsd ordays 0.flx
(4.57) and so on. The least factor is further Ioformation sharing
betw€en busineJs entiti€s Complete (4.39), folowed by ou! trading
ftble 2: Significant relationship on the 6rm's performance.
partners shar€ proprietary information (4.52) and so on. Basic aim of
the study was to find out the different variables on the supply chain Based on the signifcent value of suppliers' category relatiotrship
performance but as we can see from lhe above table certain factors with supply chain performance, market share, rehrm on investment,
such as creditors days and debtorb days has a negative impact on the
gro$'th of market share, gro$th of sales, profit margin of sales,
supply chain performance (Figure 4).
inventory has an 5% of significant r€lationship on the business
Understanding the significant relationship of the suppliers (supplier, performance and debtors' days and creditor days has no significant
direct s€ller, and distributor) on the 6rm's oerfo nance- relationship on the 6rms' performaDce.

Findings
lnformation sharing betw€en the suppliers tr'as &rong despite
sharing the business idormation. Th€re is no supplier relationship

, Agri Sci Food Res, an open access journal Volume 9.Issue 2. t000216
 Cit tion: Prabhu MA, Selvakumar JJ (2018) Supply Chain Practices and its lmpaci on Supply Chain Pe.formance oI Peanut Chikki Industry in
Kovilpatti. J Agd Sci Food Res 9: 21 6.

Page 5 ofs
between business €ntiti€s, but an individual relationship seems to exit. Morgan RE, Carolyn SA (2t03) Stron& business performance and
Inventoqr management has a positive signincant relationship on the of strategic orientation. joumal of Business R€search, pp:
dimensions
supply chain performance of peanut chikki industry \53 r75.
14vek N, Sandipan S, Savitskie K, $mpath K& Sudharani R (201r)
Based on causal test model, it was found that information sharing, Supplie. partnerships, information qualiry, supply chain nexibiltty, supply
supplier relationship, hal . r€verse signific.nt (t=3.6746 a d, 2.0933) €hain integration and organisationai perfornrance the lndian story Int t
relationship on sllpply chain perfotmance and logistic performance, Integrated Supply Manag€ment 6r t8l - r99.
r€sPonsiveness to customers, partnership quality has no significant Sukati I, Hamid A, Balar A, Balalun R, YuloffMR (20t2) The Study of
relationship on the supply chain performance. Supply Chair Managem€nt Strategy and P|ictice5 or Supply Chain
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Accurate (4.67), Information sharing between business entities Reliable integration or capabiliti€s of
bu'€r-supplier dyads. Europ€an
(4.57) and so on. The least mean score is for Information sharing Management Iournai.

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indicate, the primary responsibility of an organisation to have regular logistical s€rvic€ pcrformance. Joumal ofBushess Logisri6 22: 29-48.
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14. Simatupang TM, Sridh.ran R (2m2) The €o aborative supply chain.
special importance of supplier relationship and infomation quality.
International Joumal oflogistics Manateme 13: 15,30.
This research is about to study the supply chain practices in the peanut
Nydah EY, liang Y, Feng Y Enchi[ E (2017) Agri-food supply chain
chikki industry Inforrnation sharing, and supplier relationship have a performance an cmpirical impa.t of rislc Mmagemenr Dechion 55:
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(suppli€r, dir€ct seller and distributor) have a strong impact on the
Lusine A, Alfons LO, Jack \'v: Olaf K (2007) Performance measur€m€nt
organization performance with respect the supply chain of peanut in agri-food supply €hains, A clse study. Supply Chain Manag€menr An
chikki industry Internalional lournal 12: 304-3 15.
t7. Koy RM (2tJ00) Performanc€ measurem€nL fe€dbacls and reward
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J Agri Sci Food Re5, an open ac@ss iournal Volume 9. Issue 2 . 1000216
 Dr. V. KannaD et al., Intemational Joumal ofResearch in EngiDeering, IT and Social Sciences,
ISSN 2250-0588, Impact Factor: 6.452, Volume 08 Issue 06, June 2018, P age 34-39

Madam Mittai - A Start Up Project

Dr. V. Kannant. S. Karthikevan2. and S. Hariharan3
I2(Assistant
Professor, St. Josepi's Instinte ofManigemeni, St. Joseph's Coltege (Autonomous),
Tiruc hirapp al Ii, TN, India)
rMBA Student, St. Joseph's Institute ofManagement, St. Joseph's College (Autonomous)

Abstroct: There are many line of items accessible in the sweet business which semes the requirement for a
sweet nibble fot the purchasers. However, there is an absence of
solid and quality sweet nibble in the market.
The shelled nut confectjon deols in the market are a business which is continuing for a long time ih the desserts
section of market, yet not ds a sorted out ,ype of business. The Hub of this item is Kovilpqtti mid-towtt which is
the local for Peanut confection and a similar local item can be changed and separated by credting diyerse
qssortments and states of shelled nut confections which would turn hto the novel incentiye
for our item in the
market when contrasted with diferent pldyers in the market. The shelled nut confection des.ls in the market are
a business which is continuingfor a long time in the dessens portion ofmarket, however not as a composed type
of business. This business has a more prominent extension in the event that it can be carried on in a formalwav.
The remarkable wholesome esteem fills in as an LlYP for our item in this manner making interesr an2 degree
f:or
our item.

I,INTRODUCTION
About the Business Idea
The business idea is to manufactue and trade peanut candies with the top class taditional taste and
qMlity with the added differentiated product design covering all the geographical segment of ramil Nadu
market. This snack can rqrlace the other branded snacks which have a bad effect on health that people are
unaware about. The Peanut candy is the key prcduct ofour business which needs to be nurhred and d;liy;red to
the customers with a value in it. The manufacnring and hadillg of Peanut candy is heavily depending upon the
agnculnral produce of ground nuts and jaggery. So our business heavily depends upon thJ agricultural raw
material for its manufacturing. Since the ground nut is a dry crop it is mainly producid in the June to August
which needs to be bought for the whole year and wa.rehoused properly. Next with regard to the manufacturin! of
the product, the process will be in the traditional and manual production to maintain tho traditional taste and
quality ofthe peanut candy without any change in the composition of its nutritional value.
U que Value proposition
The IJVP of the product is its differentiated structure with a themo for each struchle which will attracr
kids and youngsterc towaxds buying the product. The uniqueness also lies in producing peanut candies with
different flavours which can attract all tle custouer segment. To meet out its market demind the manufacturing
unit wiu be expanded when the scope of business develops according to the need. In order to distribute the
products intensive distribution should be carried out with niche marketing stategy. The brand needs
to be
established and positioned in the narket fust to develop the sales in the market. In this Business model the
branding of the brand will play a key role in scaling up the business to a greater extend.
- Most of the peanur candy manufacturers are only concerned about the taste ancl the quality. Existing
traders are not started branding their name for the large sale across India. Our prime most ide; is to brand our
Foduct with different packages and good quality of taste to impress the consumer. One the customer taste our
product custome! will be replaciug the name of peanut candy instead of .MADAM MITTAI,'.
Food Industry
The Indian food industry is poised for hugo gowth, increasing its contdbution to world food trade
every year. In India, the food sector has emerged as a high-growth and high- profit sector due to its immense
potential for value addition, panicularly within the food processing industry. Accounting for about 32 per
cent of
th€ country's total food market, The Govemment oflndia has been instrumental in the growth aDd development
ofthe food processing industry. The govemment through the Ministry ofFood Processing Industries (fr4offg is
making all efforts to encourage investments in the business. It has approved proposals ior joint veni ("rg,
foreign collaborations, industrial licenses, and 100 per cent export oriintea unis. "",
Mrrket Size
The Indian food and grocery market is the world's sixth largest, with retail contributing 70 per cent of
-
the sales Thrc Indian food processing indust'y accounts for 32 per cent ofthe country's total food mariet, one
of
the largest industries in India and is ranked fifth in terms of production, consumption, export and expected
groMh. It conkibutes around 8.80 and 8.39 per cent of Gross value Added (ctA) in vanufacturing and

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Agricultwe respectively, 13 per cent of India's exports and six per cent of total industrial investmeut, The
Indian gourmet food market is currently valued at US$ 1.3 billion and is growirg at a Compouod Annual
Growth Rate (CAGR) of20 per cent. India s organic food nnrket is expected to increase by three times by 2020.
Confectionery Industry
The confectionery industry in India has come a long way since its 1947. The Cadbury Company is one
of the oldest and strongest bmnds in this Industry with an estimate of 70% of market value in the confectionery
Industry. The companies like five stars, Gems, Eclairs, Perk, Diary Milk are leaders in this segment. The Indian
Candy market is currently valued at around $664 million, with about 70% share in sugar confectionery and 300/o
in Chocolate Confectionery. Indian Chocolate lndustry is estirnated at US$400 million and growing at 18% per
annum. Chocolate confectionery value sales are expected to see a constant valu€ CAGR of 8% over 2016-2021,
to reach INRI62 billion. Increasing availability in rural India and an expanded offer will contribute to chocolate
confectionery growth duriug the forecast period
Background & Present market for this Business idea
The peanut candy sales in the market are a business which is going on for many years in the su,eets
segment of market, but not as an organised form of business. This business has a greator scope if it can be
carricd ou in a formal manner. The Hub of this product is Kovilpatti mid-town which is the native for Peanut
candy and the same natiye product can be modified and differentiated by produciag different varieties and
shapes ofpeanut caudies which would become the unique value proposition for ow product in the market when
compared to other players in the market. The traditional brands like V.V.R and L.R are the tough competitors in
the Tamil Nadu market. There are also many local players in the market who do this business as a cottage
industry in different geographical location. The major players in Peanut candy manufacturing and kading in
Indian market is Rajaram's, Namo, A::am & Haldirams food international whose brands are well established.
Need Analysis
There are maoy lines of products available in the sweet industry which serves the need for a sncet
snack for the consumsrs. But there is a lack of healthy and quality sweet snack in the malket. This becomes a
problem for sweet lovers who get exploited to the different sweet products in the market.
This business serves the need ofthe people by providing a healthy traditional native snack with good quality and
taste. The product also sewes good nutritioo to the sweet lovers by maintaining the composition of nutritional
value preposition.
The Scope and Importatrce ofthe start-up
This start-up has a wider scope in the Indian Market where there are huge poteutial customers who has
consumption attitude towards food and healthy snacks in the Indian food market. The lack of tladitional tasty
snack is also a biggest advantage for this start-up business idea where it can easily serve the need of all the
segment of people. The scope of this project is extended to the level of its operations. At the infant stage this
start-up can be started in a particular geographical location where the availability of raw materials for
manufacturing and the potential market within the geographical location. This helps to reduce the operational
cost aDd expenses for production as well as in the distribution of the product. The flow of product from
manufacturing to consumers will also be quick and &esh as it has lesser shelf life than other snacks where there
won't be any added preservatives to increase the shelf life of this product like other products.
This business has a huge potential in all over India and can even be taken to the overseas market and
increase the intemational competitiveness. Because a healthy snack with good traditional taste atrd quality in the
market is a biggest scope for this business idea. Thcre are many candies in the market as a snack which do not
have this advantage. This product itselfa traditional product which already exist in the market but do not have a
brand for it and has not reached the consumers at large in the Indian and Intemational Market. So if once the
brand for this product is been builds it aan automatically boost up in the market without any hindrance and only
the hindrance ofoperation and distribution should be maintained.

II. START-UP IDEA FORMTJLATION

There are many snacks available in the market which is not good for health or appropriate for all the
age groups as a snack, So there is a problem for the society as a whole to get a healtly smck from the market,
Our peanut candy business can give health suack to all the age group people and has a huge potential for giving
nutdtional value to the corNumers. The title ofthe start-up is "Madam Mittai" which is the name for the start-up
business. The Business is all about providing quality traditionat healthy snack to the consumers. So the businesi
is basically dealt in such a way that it does not compromise on the qualify ard it has product which consist
unique nutritional value aud proponion which no other peanut candy has. The metlod of producing the peanut
candy is also going to be in a ttaditional method which involves full manual work than usagc of machineries.
This will yield the unique nuhitional value with a superior taste and quality that can be used as a snack for all the
agc group people.

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Tsblel: Unique nutritional value in Peanut Candies per 50gm

Caloraes 1r! Sodium
Total Fal Potassium -1 n1_3

Sa:sietec Total Carbs

-oli|].s;11ure:gC Bietary Fiber ::3
'vlCnCullS?iLl'EiBC Sugars
Protein
Cholesterol i a,]t

Vitatnin A lii calcium tin

Vitamin C D' lron
Study populstioD atrd Srmpling procedure
The population for the research start-up prcject is confined within the peanut candy maoufacturers
within Tamil Nadu where tley are the total population for our research. The sample that we have selected for
the research is 6 manufacturers across different geographical location wifhin Tanil Nadu with the convenience
of our reach to do an in-depth analysis of the peauut caudy manufacturers and distributors, The saryling
procadue that we havo followed is simple random convenient sampling which fits in for our start-up research
project within the given timeframe for the project
Sources and process ofdata collection
We haYe collected the primary data ftom the manufacturers and distributors ofthe peanut candies which
serves as a fresh raw data about this indusfy and about the peaDut candy as a whole as a sDack in the market. To
get details related to the project the data is been collected from various seconda4r sources like newspaper articles,
joumals, periodicals, magazines and many authorized private websitos. Most of the secondary source of data is
Aom the information provided in the intemet ftom different manufacturers, consumers and dealers ofthe Deanut
candies. The tool which we cboose ro collect rhe primary source ofdata is tbrougb "Focus group laterview".
Financial Ilighlights
For starting this business, it requires Rs.2500000 for buying machinery and all other preliminary
expenses. Once we stad we firrtler loan amount of Rs.1000000 to setup a perfect distribution channel and
branding process. As peanut candy business much familiar in nature so it yields retum of minimum 12% -15%.
Invcstments which we made during the initial stage all become assets so there won't be problem of lose in
rnvestment
Table2i Total sales per day
KGS Grams per piecei PCS MRP SP Sales
Pocket
100 l0 20000 t.5 10000
t00 t0 1333 1.5 1665.s
100 70 1429 t0 3574
100 150 366 u0 I4 )324
IOTAL SALES PER DAY t9563.5
Diagram-l; Sales Forecast

SALES
35000009
31253080
27775591 f----l
:t
20000000
r*''";
20549408

i-*l i:ll :t
t:
it
1t
il
15C00000
ti ti :i tl
il
10000000 l!ti itli
iit:
II
iitt
!l
iltt
5000000 ti
201A
t: 2019 zo20
l.
2021
i il 2022

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Per Yesr
larticulars Daily Vonthly Yearly
)tect Materials
Groundnut 25000 525000 /500000
laggery 11250 281250 1375000
Water t50 1750 +5000
Slucose 150 r750 +5000
Oardamom 200 5000 t0000
Iotal: 167s0 )18750 11025000
Direct Wages (Labow)
3hief(l t400/Per day) 400 t0000 120000
Helpers(33225) ) /) r6875 102500
fotal: 1075 268',7 5 \22500
DLect Charges
Electricity 30 2000 24000
Fuel(Firewood) 200 5000 50000
Factory Rent 1000 25000 100000
Iotal: 1280 32000 184000
A.dministration Over Heads
3eaeral Charges 50 1750 {5000
Ielephone & Intemet charges 750 )000
Jalary 3000 )6000
lotal: t50 12500 t50000
Selling and Distribution OH
Sales man salary 5000 t50000 1800000
Iraveling Expenses 5000 t25000 1500000
Advertisement t00000
Packing charges 2500 \2s00 /50000
Iotal: t3500 t37500 4550000

Table4: Projected Income and Expenditure

.ncome Statelnelrr

txperditure t0l s t0l9 t0:0 t0ll

ts Rs. Rs ls
)irect marerial l0tio00 I l5'6ti0 l:-i0:3 i0 i l_it J 91
Dircct Nages -ltti00 liE6t5 i6r rl5 iS'6) .9
b.Icctricit! t.1000 .:)iuu trft6 t8s18_96
Fuel(Fire\ ood) t0000 5_r000 530J0 I I l.l. -r
lacton Rctrt l0000rl 15000 i.10:00 i6061l
,nterest on capital. tJ0000 110000 l-+0000 :0000
i60000 i60000 ]60000 160000
{dmiBistrarisc Expenses 150000 t65000 I1.1500 'sE:0
Jdlireg aad Disributiou 15]00O0 1.r60000 561_i000 )ji5000

Revcnue - Expenditute s3l5 50 100633:,5 1688 19l 6l_5 1611009 159

Balarce)
Retaruc 1018 t0l9 t0t0 t0tl
Rs. Rs. tu.
Sales I r-S69050 10549-+07 i ti6ilSls 6l lrlr6_i91 -ll

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Table-s: Projected Balance Sh€et

Bilanca thaal 1018 :019

Rs. Rr. Ri. Rl,

Curle!a arreo
C:!h'!1- Lild t-i?]i,c lil')CC ti0+:o
D€btor -icococ J9CtiC Jq:96: i
Ba il0r]cc lcoo{o ::0000 .l]0i{0
Fir.d,\rrca5
\l.chila\' _i06i400 t4i000c :igli$0
Vel1t.h. 1gJ0s00 I5000$ 't:io0 6 !{t:5

CoDputd 10$00 9i@ :lti0 6tJll i

FlrErtur.5rd fus! .riiflx -r6.15$0
tor-{L s:s0{xt0 s00stx)0 J9tXD00 l50txloo
Liobilits
O$r.r'! Eouit\
IIa&aar i0c0c+0 103t000 !0io00c ,r000tc0

Cr:drior JCCC r }itti

Badi Ic2! :$_s1ic : ittii 3 :s ::ooi lJco0t0
i0itL s:80000 s00s000 r90m&) r500q)0
Scalability of the Start-Up
Increasing awaleness levels about fitness and health, spurred by media coverage are prompting
majority of peopte to live healthier lifestyles, exercise more, and eat healthy. The expanding food processing
market indicates that end userc are seeking minimally processed food with extra nuhitional benefits and
organoleptic value. This dey€lopment, in tum, is propelling expansion in the processing markets globally.
Scalability is the ability ofa startup to gow. Or, to put it more precisely, a scalable business can adapt to a larger
workload without compromising performance or losing revenue. It's a feature plan for the business to grow
more. In the highly competitive malket today, it seems like trick question on whether a startup should focus on
scalability, which seemed to be a tend until last year, or sustainability. Though one might toss for scalability at
the vory outset, facts speak otherwise. Only a small percentage ofventues will be fortunate enough to capitalize
on a massive market opportunity with a compelling value proposition. So it is ffitically important that those
ventwes that are in a position to exploit a massive market opportunity do so without having to fail because they
rao out of money or because they were unable to scale profitably.

III. CONCLUSION
The peanut candy sales in the market are a business which is going on for many years in the sweets
segment ofmarket, but not as an organized form ofbusiness. This busiaess has a greater scope ifit cau be carried
on in a formal manner. The Hub of this product is Kovilpatti mid-town whichis the native for Peanut candy anc
the same native product can be moditied and differentiated by producing different varieties and shapes ofpeanut
candies which would become the unique value proposition for our product in the market when comparcd to other
players in the market. This study described about a feasibility of the business. It will explore Starting up in
business is an exciting challenge, Howevel it is necessary to have a good idea, a clear understanding of the
market and financial knowledge and skills to support the business' development. This study described abour
startup idea, oeed analysis for startup, problem identifrcation, studies related to the startup, research formulation
ofa feasibility studt market analysis, fnancial analysis, manpower analysis, scalability ofthe idea. An analysis
explorod about the food industry and specifically about healthy snacks. This business v.ill serve the nsed of the
people by providing a healthy taditional natiye snack with good quality and taste. The product also serves good
nutrition to the sweet lovers by maintaining the composition ofnutritional value preposition. The project finally
concluding that project has lot of scope and the market and it will make benchmark in the industry.

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puliyogaletrawls.con: httpslpultlogaretavels.cont/2o15/l1/3onoyilpani- kadalai-minai-story/
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httpltinesofndia.indiatines.conlcity/nadulai/gst-turns-bitter-lor-pearut-candynakers-of-

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tti lp ad i/aft ic leshar,/ /5 9 4 3 I 8 4 c nj 7.

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ko v i lpatt i/ a 11 ic, et h o tr /5 9 4 3 I 8 4 7. c ns

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soil is restricted to river flood plain and coastal part.
Alkaline and saline soils are also noticed at places.
The major soil tlpes found in the district include
Montmorillonitic, Vertisols, Alfisols, Inceptisols and
Kaolinitic. Deep fine, Montmorillonitic, Vertisols
occupies a major area.
ANALYTICAL NOTE
The land classification data has been collected
for village and town directory from the district revenue
authorities. As per the data provided by thern, the total
area of the district is 470520.34 hectares. The rural
constitutes 429040.34 hogtarcs and urban constitutes
41480 hectares.

The major soil types in the district are r€d loarq
lateritic soil, black soil, sandy coastal alluviam and red
sandy soil. Red loam soils are prwalent in some places
ofTiruchendur, Ettayapuram and Sattankulamtaluks,
while lateritic soil is found in Srivaikuntam and
Tiruchendur taluks. Black soils are prevalent in
Kovilpatti, Mlathikular4 Thoothukkudi aad Ottapidaram
taluks, while sandy coastal alluviam is found in
Tiruohendur taluk. Red sandy soil is found in
Tiruchendur, Sattankulam, Srivaikuntam and
Otapidaram taluks.
Thoothukkudi crty mostly bas a flat terrain and
Out of429040.34 hectares ofrural area, only
169402.29 hectares has been cultivated during 2009-
10 which counts to 39.5%. The total land rrigated in
Thoothukkudi district was 36654.9 hectares which
constitutes only 2 I . 6% of total net sown area, whereas
un-irigated area accounts to 78.4%
Agriculture
Agriculture is the main occupation of
Thoothukkudi district as 70% ofthe people depend on
it. The main food crop in this district is paddy. It was
found that 3 9% of total area ofthe district were bought

roughly divided into two region by the Buckle chaonel. under the cultivation of different crops during 2009-
Being in coastal region, the soil is mostly clay sandy 10. The important food crops in the district axe paddy,

alld the warer table varies between I m to 4 m below
ground level. The city has loose soil with thorny shrubs
in the north and salt pans in the south. Red soils found
on the southem side of the Thoothukkudi town are
composed of quartz and variable quantities of fine red
dry dust.
Land and Land Use Pattern
bajra, com, ragi, varagu, samai and commercial crops
like cotton, chilly, sugarcane and groundnut.
Thoothukkudi has been identified as most ideal place
for spices cultivation, particularly chillies, corriander
etc.
Scope for industies on spice based products
is bright, as these products have both domestic and
export demand.

The land used for different purposes has been The climate is conducive for agJicultural and
given in the following table. horticultural crops. Paddy is mainly cultivated in
Srivaikuntar4 Sathankulam and Tiruchendur taluks.
Total Alea (in
Classifical ion of Lmd Use Small millets like bajra, maize, kuthiraivali and a few
Hec)
Forests t4566.75
pulses are raised in the dry tracts of Kovilpatti,
Ottapidaram and Thoothukkudi taluks. Cotton is being
Area under Non-agdcu.ltural Uses 53274.09
cultivated mainly in Kovilpatti, Ottapidaram and
Baren and U n-cultivable land 10260.93
Thoothukkudi taluks. Groundnut cultivation is mainly
PermaneDt Pastures and Oth€r Grazing Lands 2694.96
undrtakar in Kovilpatti, Tiruchendur and Sathankulam
Laad Under M is cellaneous Tree Crop s dc I1399.09 taluks.
Culturable Waste land 38833.67
Palmyrah trees are grown mostly in
Fallow lands oth€r tbao curent fauows 4563t.41
Tiruchendur, Srivaikuntam, Sathankulam and
Current Fallows 82977.t5
Vilathikulam taluks. Besides agriculture, jaggery is
Net Area Sown t69402.29
produced from palmyrah juice and the production of
Total Aree (Rural) 429040.34 jaggery is the main occupation of the people in
Total Irrigar€d llnd Area Sown 36654.6a Tiruchendur and Sathankulam taluks. Banana and
Total Un-irigated Ijnd Area Sown t32747.61 oth€r vegetables are raised in Srivaikuntan and
Source: Vrllage Records Tiruchendur taluks.
 INDIA Area in Sq. Kms.
TAMIL NADU
No. of Taluks
THOOTHUKKUDI DISTRICT

No. of Villages

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