DAYANANDA SAGAR ACADEMY

OF TECHNOLOGY AND MANAGEMENT

EXTERNAL GUIDE : PRESENTED BY :

VIJIANADA SHANKAR R M
PROFESSOR 1DT19MBA36
MBA DEPT MBA
DSATM DSATM
Objectives
• CERA plans to maintain its leadership status in the
industry, while catering to increasing demands with
satisfaction.
•  CERA endeavors to provide complete bath solutions to
its customers. Pursuing this objective, CERA has
launched a range of elegant faucets, designed with style
and expertise.
About the organization
• CERA was a division of Madhusudan Industries Limited, the parent company
established in 1945, until CERA was hived off in 2001 as a separate Company.
The company established in 1980 in Kadi in Mehsana District of North Gujarat,
with a modest Capacity of 3 lac pieces production per annum .

Style. Innovation. Leadership.

• These three words capture the essence of CERA Sanitary ware Limited, India’s fastest
growing company in the segment. Keeping the needs of the modern customer in mind,
CERA opens the doorway to the world of style
.
• An extensive product portfolio that includes high end showers, steam cubicles, and
whirlpools, besides sanitaryware and faucets, has made CERA the primary choice of
customers looking for stylish products in a contemporary lifestyle. CERA’s constant
innovations have given several path breaking contributions to the industry. Some of its
innovations have become benchmarks for the industry–like water-saving twin-flush
coupled WCs, 4-litre flush WCs, and one-piece WCs.
•.
About the organization
• The CERA plant was the first to use natural gas – the purest fuel that gives extra
sheen on products. Production capacity of Sanitary ware has raised from 2.70 million
pieces to 3.0 million pieces per annum, CERA plans to maintain its leadership status
in the industry, while catering to increasing demands with satisfaction
• . A modern facility with latest machinery like automatic CNC machines & automatic
polishing, the plant is equipped with superior technology manufactures the avant-
garde collection of eco-friendly single lever faucets apart from the normal half turn &
quarter turn faucets.
• Growth has remained uninterrupted, only outperforming itself. CERA has grown at a
robust 23.80% in 2014-15 when compared with 2013-14. For CERA, its responsibility
does not end by manufacturing quality products. A team of over two hundred
technicians across India provide prompt after-sales services to its customers.
• CERA sanitary ware Ltd (formerly Madhusudan Oils and Fats Limited) is
engaged in the business of manufacturing selling and trading of building
products. The company's main product lines are sanitary ware Faucets ware and
Bath ware. The company markets its products under the CERA brand. The
company also operates wind & solar power units for captive use
 
• Profile
• Name of the Industry : Sanitary ware Industry
• Name of the Business : CERA SANITARYWARE LTD
• Product/services (as per company) :Sanitary wares, CP fittings, kitchen sinks,
bathroom fittings, shower cubicles/temples/ panels, bathtubs etc
• Land : Gujarat
• Chairman : Mr. Vikram Somany
• Trade and Market : All over India
• Email/Website: www.cera-india.com
 SWOT Analysis
Strength:
• CERA is Customer focused and Customer centric
• Strong Brand promise - Built over 39 years
• CERA Ltd as producing goods through high
technology
• CERA holds sizeable captive supplies of raw materials
and to be self – sustainable.
• Multi-layered Marketing Infrastructure and Activities
• CERA has a highly equipped technology in
manufacturing process.
• Large-scale and optimized manufacturing
• Weakness:
• It has poor control of dust inside as well as outside the factory
• Much rely on internal source of requirement
• It has the conventional system in some of the operation which would increase the cost and the time as
well.
•  
• Opportunities:
• Globalization of Indian economy bound to increase demand levels.
• Separate upper segment range can be explore.
• Upcoming construction sites in remote area.
• Huge land availability for future expansion.
• Strong financial position makes it possible for the company to adapt to new technology in its operation.
• Threats:
• The new plant that are set up the competitors.
• Badbets/ non paying customers
• Emergency of much advance technologies in the global market.
• Increases of imports from china and other countries which gas effect an market prices.
• Material cost increase
 Financial analysis
• 1.Current Ratio 2 .Liquid Ratio:
• CURRENT RATIO = CURRENT ASSETS LIQUIDITY RATIO = LIQUID ASSETS
• CURRENT LIABILITIES LIQUID LIABILITIES
•

YEAR CALCUL VALUE YEAR CALCUL VALUE

ATION ATION
2019 69385.43/31 2.21 2019 51467.8/314 1.64
435.45 35.45
2018 59371.37/27 2.12 43281.81/27
976.17
2018 1.55
976.17
 • Equity Ratio DEBT-EQUITY RATIO
• EQUITY RATIO = SHAREHOLDERS FUNDS
• TOTAL ASSETS TOTAL LONG TERM DEBT/
• SHAREHOLDERS FUND
YEAR CALCUL VALUE
• ATION TOTAL ASSETS YEAR CALCULA VALUE
TION
2019 70015.62/108 0.64
930.57 2019 27474.84/70 0.39
015.62
2018 60495.48/94 0.63
923.99 2018 24884.76/60 0.41
495.48
Conclusion
• 1. Good inter departmental relation:
There is a good inter departmental relation in CERA i.e all functional
departments of the firm work towards the mission of the company. All the
departments have their functional specification and work as per the standards.
• 
• 2 Successful in brand building
CERA is a very successful brand despite of the fact that there is a huge
competition in the present market thanks to the aggressive marketing strategy
adopted by the company. Today CERA is the powerful brand in the market and
moving towards becoming the market leader.
• 
• 3. Very healthy financial position:
CERA is very successful in managing its finance, it has managed all its financial
resources to the optimum level and has achieved some good results as revealed
by the financial statement analysis.
Recommendation
• 1. More concentration towards South Indian market:
CERA has not been able to explore the markets of Southern part of India
even though it is a very successful brand in North India. It is suggested
that MCL should spend more resources towards these untapped markets.

•  2. More promotional activities

Indian tile industry is witnessing a intense competition, there are many
companies operating in this industry who are trying to get as much share
as possible. CERA should spend a large part of their income towards
promoting their product.
• 3. Dealers network policy
Company should rethink of dealer network policy for better accessibility
and reach of products to the end users.