REPORT ON INDUSTRAL

VISIT TO
MAPRO FOODS PVT LTD
By Arundhati Banerjee
BBA Sem ‘V’
Class roll no. 1354
INTRODUCTION
 Mapro is a leading innovator of processed fruit
products in western India. It is leading processor of
strawberries in India and other products include jams,
crushes, squashes.
 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. Founded in 1959, The company has
grown organically over the last five decades with
sustained profitability.
 OVERVIEW
 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.
 Company details
 Website
 http://www.mapro.com
 Headquarters
 Wai, Mahabaleshwar
 Year founded
 1959
 Company size
 501-1,000 employees
 AUTHORIZED CAPITAL
 INR 2500.0 Lacs
 PAIDUP CAPITAL
 INR 2500.0 Lacs
 INDUSTRY*
 Manufacturing (Food products and beverages)
 TYPE
 Unlisted Private Company
 CATEGORY
 Company limited by Shares
 SUBCATEGORY
 Non-govt company
HISTORY
 It all started when one day a young connoisseur Kishore Vora, a business
man and a pharmacist, decided to produce strawberry jam to help the
distressed farmers of Panchgani, who were getting marginal money for
their fresh produce of strawberries.
 In a mutually beneficial relationship with farmers, soon, Kishore Vora tried
to make jams with many other fruits grown in the area. The jams had a
higher percentage of fruit content and were so good that Kishore Vora
soon got the food processing license from the Indian government.
 Mapro, which was started in 1959, soon became a top notch brand with its
continued innovation in the development of processed foods ranging from
jellies to fruit syrups and from crushes to dessert toppings.
 With Mapro's technical guidance and support to farmers in the area
prospered and Mahabaleshwar-Panchgani has become the India's top most
strawberry county where more than 80 percent of the country's
strawberries are grown.
THE JOURNEY
PRODUCTS CATEGORIES
 Jams
 Fruit Crush
 Dessert Toppings
 Cool Beverages
Concentrates
 Chocolates
 Ice Creams
 Squashes
SWOT ANALYSIS

STRENGTHS WEAKNESS
1. High quality and fresh 1. Limited presence in our
products country
2. Wide product range 2. Weak supply chain
3. Unique products 3. Distribution lacking in
4. Brand name urban areas

OPPORTUNITIES
1. Sponsorships and tie-ups THREATS
with various events like 1. High dependence on rain
marathons, sports. and weather
2. Advertise and promote the 2. Increase in cost of raw
brand material
3. Increase in disposable 3. Government regulations
income of people
OBSERVATIONS
 The manufacturing unit is located in place which is
very close to raw material producers.
 Most of the process in the unit is automated.
 Superior level of hygiene is maintained in and
around the production units. Worker have to nter
with appropriate headwear hand gloves. No
outsides were allowed near the main production
units.
 The Wai factory was divided mainly into three
parts- for jams, fruit sweets, crushes