CH- 7 MAPRO

INTRODUCTIONMISSION AND VALUES HISTORY PROFILE PRODUCTS CONCLUSION

INTRODUCTION

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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 250kms from

Mumbai and is just off the Golden Quadrilateral.

Panchgani was established by the British for the

education of their offspring’s resulting into a hub of

schools. It is knows 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

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headed by Shri Mayur J. Vore who is the Managing

director of the Company.Shri mayur J. Vore , an alumunus

of II MB , is

Heading The Organization for last 20 years and has

enhanced the Vision of Kishore Vora by transforming

Mahabaleshwar, into Fruit processing zone of the Nation.

MAPRO has also developed innovative “ Fruit Jesllies “

( Soft Confectionary with Fruit Juice & Fruit pectin )

Our Plant

Nursery:

What began as a party – time hobby has now becomes a

passion. While we have a sizeable the collection of rare

species, it is our cacti green house that steals the show.

Over two hundred grafted & flowering varieties have

been collected form different parts. For those who roses,

a walks in our rose garden is a must.( Over 50 varieties

bloom in season ) Some plant which row Well in

Mahabaleshwar are available for sale.

Mission and values

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Mapro will develop, produce, package & sell food

products, with high regards give to our customers

by implementing and continually improving Quality

Management system & food safety management

system to meet & exceed customer’s expectations

HISTORY

Over 40 years ago, in small town of Panchgani, near

Mahabalesshwar, a businessman named Kishor Vora

decided to make some Strawberry Jam. Today his ‘ Hobby

‘ has born fruit in the shape of Mapro …. One of the most

modern,

hygienic, quality conscious Jam and fruit products

Manufacturing Concers in Western

Mr. Vora could have rested easy on success of his

Fruit recipe. But he wanted to on develop innovative

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ideas such as Vegetarian Jelly Sweets, fruit cubes with

fruit Juice and Rose syrups with Rose patals….

All for the first time in country . Mapro naturally grew on

its founder’s philosophy of good, wholesome nutritious,

value – for money, and above all, a touch of imagination

– ingredients that have made it a market leader and a

household name today.

Mapro Jams:

Jellies, Sweets, Honey, Syrups, crushes , Squashes

and Toppings are not only know for this wholesome

taste and quality but

also due to their health properties and their higher

natural fruit content.

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Mapro is today India’s largest processor of fresh

Strawberries in the form of Jams, Crushes, Syrups,

Squashes and Toppings Strawberry Crush, Is used

in Variety of delicious items such as milk shakes,

sherbet, lassies, Ice- cream , falooda, Deserts, Fruit

Salads & Mock tails Strawberry Jam with whole fruit

is an

Exclusive Specialty Gingerale and kokum syrups

made form the fruit extract not only

prepare a soft drink but are know as appetizers and have

antacid properties.

Khus syrups are made form vet verra roots and Rose

Syrup ( our largest seller ) is made using natural Rose

pertals. Both knows for

their Coiling

Properties

Barley Water, squash & Cordial are made using Lemon

Juice contain Vitamin ‘ c’ Strawberry Squash and Orange 6

Squash are made form very nutritious fruits. Kesar

( Saffron ) Syrup is made using Saffron from Kashmir, the

worlds costliest spice. Thandai Syrup is made with

Almonds and Spice including Saffron from Tradition

North Indian recipes.

Mapro Sweets: are made from Fruit Juices and Liquid

Glucose are known to be Pioneer Vegetarian Soft Sweets

in Indian. Recently we have Introduced a Dessert

Toppings Today Mapro is leading Supplier of tasty as well

as

nutritious fruit product to the International market. Mapro

is know to care for its employees. Mapro is a home where

there is mutual understanding between employee and

employer like members in the family. It features a blend

of

hard work and dedication. It is now in the process of

certification under ISO 9000.

Mapro Foods Plans To Spread To Spread Its Wings:

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Mapro Foods, the Mahabaleshwar _ Based makers

of squashes,

Jams and confectioneries is looking for a pan –

national presence for its products. The 25 year’s –

old brand, primarily known in the Country Under

his, 16 cities in the north and 10 cities in the south

will soon start stocking Mapro brand products.

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 Ahmadabad. The strategy

adopted by the it is more bullish on its foray in to

northern and southern regions rather than

penetrate into the hinterland of Maharashtra. “ In

the north, We are beginning with Delhi and will

subsequently take our products to cities like

Kanpur, Lucknow and those in Punjab. The forty in

the southern market will begin in six months.

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Where initially we are targeting 10 cities,” Mr. Vora

said. The company is in the process of establishing

a sales force to a monitor the spread in these

regions. The strategy is to have a single distributor

for each city to ensure product

placement in the supermarks, Shopping malls. Dry

fruit shops and general grocery stores. In order to

track the movement of products from the

distributor to the retailer, Mapro is putting in place

an online module which will enable the sales force

to feed daily sales trends And

figures “A single distributor for the city and vicinity

enables us to exercise better control over the

inventory and also ensures better on brand –

building activates, Mr. Vora said the company will

concentrate on point – of- sales promotion rather

than embark on a grandiose brand – building

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activity print and electronic media, He said Mapro

as a brand was small to sustain a large – scale

media blitz. That is why the

initiatives have been restricted to point – of- sale.

Since Mahabaleshwar is a premier hill station in

Maharashtra attracting tourists by the thousand,

brand – building is conducted through free tasting

counters for jams, crushes, syrups, squashes And

confectionery he added “ Footfalls at our

factory premises enable us to promote our brand

through word- of- mouth which to a large extent

has brand through word-of-mouth which to a large

extent has been instrumental in our success in the

western region,”Mr. Vora said. Mapro foods has a

turnover of Rs 10 crore and is looking at a 50 per

cent growth annually, according to Mr. vora. The

company plans to increases its manufacturing

capacity by adding

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around 5,000 tonnage to the existing 2,000

tonnage capacity at Mahabaleshwar.

Fruit processing player Mapro foods, known for its

strawberry crushes and Jams,

is planning to get into the frozen vegetables sector

soon.

The company has set the ball roiling at its new

plant near Mahabaleshwar by blast freezing 2,000

tone of methi, palak,okra and patra leaves. Mayur

Vora, MD Mapro Foods said the first pilot

consignment of frozen vegetables was being

exported to the US through a third Party.

Once the démodé picks up, we will begin to freeze

more vegetables,” he said .” There is a huge

market Overseas for frozen vegetables that have

not been processed. Blast freezing helps retain the

flavor

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without adding any kind of additives. With a shelf

life of six months, the consumer

could cook the vegetables normally like fresh

vegetables,” Vora said.

Besides vegetables, Mapro has frozen 300 tone of

fruit this year. The company is currently

processing 20 tone of vegetables per day.” Around

50% of the growth would come from existing

products and remaining growth would come from

new products.

“ We are trying to reach out to farmers and get

them to farmers and get them to introduce new

varieties such as brussel sprouts, broccoli and red

cabbage. Many of them are currently growing

sugarcane,” he said. Growth would also

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come from the growing domestic market and

demand from retail chains that are

increasingly looking at sourcing vegetables.

Mapro has already received enquiries from

Retail and other smaller chains. The company is

currently supplying to Desai Bandhu and Mother’s

Recipe.

Vora said the company was presently vegetables

from Gujarat and Nashik.” We are in the process of

forming a seeding market. Once the exports pick

up, we would start catering to the increased

demade both in exports and overseas,” he said.

An intensive quick freezing freezing facility that will

be operational soon would

help prevent distress sales of vegetables, he said.

Factory Mapro, the well- known company that

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makes delicious jams, sauce, sherbets has its

factory on Mahabaleshwar – Panchgani

Road. Here the visitors are given the details on

how the production of their goods takes place.

From here, you can also buy their ‘ fresh ‘ products

Mapro Ice- creams :

We’ve recently setup a Mapro Ice- cram counter.

Mouth watering Strawberry Honey ( Sugar free ) we

serve delicious milk shakes too! For a refreshing

drink you could try our Mocktail corner, And for six

months a years, fresh Strawberries with Gram!!!!

Free Tasting

Counter

Here you can then tire Range of products…

Jams, Sweets, Grushes, squashes, Mocktails all free

of any charge or obligation go ahead, dlight

yourself !

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Mapro Plant Nursery What began as a part

– time hobby has now becomes a passion while we

have a sizeable that steals the show. Over two

hundred grafter & flowering varieties have been

collected parts. For those who love rose, a walk on

our rose garden is a must . Over 50 varieties

blomm are available for sale.

Cold Storage:

Before you go, Shop factory fresh Mapro Packaged

goods at a special price .From fresh fruit and

vegetables are available in season. Why not take a

literal ‘ Field Tour? ’

Yes , walk right through our strawberry fields and

watch the way . We grow our

fruits and vegetables using biofertilizers For a

more adventures sprit , we arrange a forest trek

( with prior intimation of course ) . Trained guides

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point out enticing sights and sounds to the

fascinated city dwellers .

New Project :

Mapro foods private Limited , one of the leading

food processing companies of India , is planning a

growth plan to multiply its presence across

geographical regions and product lines it is setting

a state of art ( SOA) food processing complex at

wai , Distt. Satara ,Maharashtra Which is 70 Kms.

From Pune and 20 kms from

Panchagani / Mahableshwar . It is setting a state of

art ( SOA ) food processing complex at wai, Dist.

Satara , Maharashtra which is

70 kms. From Pune and 20kms. From Panchagani /

Mahableshwar .

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CONCLUSION

He sees India as a large market and is planning to

a extend its reach to the different parts of country.

Quality is the key , believe some of the leading

players in the industry today and mapro is up to it .

It lays great emphasis on quality and has been

certified by BVQ for both HACCP and ISO

9001:2001 for over three years now. Being in the

industry for years , the company

knows what it takes to succeed in the market .

Vora has witnessed the FP industry going through

different phases ,Speaking about growth and

transaction in

the industry , he said , “ The growth over the last

few decades has been slow and also on a low base.

The reason was that the industry was

concentrating on non –traditional or foreign foods.

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The market for traditional, non-traditional

processed foods is expected to grow by at least 20

per cent and 10 per cent respectively in the next

five years. ”

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