Nirala - Business Strategy

Course Title:
IT Architecture, LUMS

Tuesday, March 9, 2004

 Scheme of Presentation

• History
• Nirala Today & Future
• The Revolution: Why Business Vision?
• Vision, Core Purpose & Values
• Business Strategy
• Management Information
Requirements; Marketing Perspective
• Q&A
About US
 History

• Taj Din, Founder migrated from India: Year 1948

• Nirala’s Initial Product Line: Breakfast (Halwa Puri)
• First Business Location: Fleming Road, Lahore
• Capital Base: Rs. 200
• Human Resource: 2 individuals
• Role of Taj Din: Entrepreneur (managing skills of people)
 History (Continued)
• 1960 – 70s:
• Mithai added to Product Line
• 2nd generation (Mr. Farooq Ahmad) entered the business as in 1968,
Founder fell ill
• 1980s
• A business decision to open 2nd Branch at Jail Road was made.
• Mr. Farooq Ahmad also fell ill.
• 1990s
• Business remained stagnant except inauguration of 3 new shops at Hafeez
Center, Moon Market & Mall Road
• Taj Din’s Grandson, Faisal Farooq, 3rd Generation, took over in 1997
• Re-evaluation was made for Nirala, setting new strategic direction of
business
• Advisory services of professional from LUMS
• 1st professional manager hired in 1997
• BHAGs (covered later in this presentation) were set
• Nirala stepped out of Lahore, making instant success in Islamabad
 Nirala Today
• Makes Dairy products in addition to Sweets, Namkeenz & Frozen
range.
• Sells over 72.8 Million pieces of sweets annually
• Employees over 600 people
• Has separate functional departments of Sales, Marketing,
Production, MIS, Distribution, Finance, Corporate & Legal Affairs
and HR & Administration, all headed by professionals.
• Has 27 operational branches
• Is present in 2 regions of the world
• Covers Pakistan’s 8 major cities
• Has Design & Software concerns rendering services to out side
companies
• Setting industry standards and norms
• Nirala 2005…
 The Revolution: Y Vision?

• Credit for Vision goes to Farooq Ahmad (2nd Generation)

• He dreamed of making Nirala something

like Nestle…
 Y Vision & How

• We as company realized just having dreams is not enough.

It is important to reflect:
– Who we are
– Which market we operate in
– Who are our customers
– What we have achieved, & success/achievement reasons
– What is to be achieved, how?

• To achieve VISION, two major components required are:

– Capital as in $$$ or Rs.
– Human Capital