Dated 05th Dec, 2001

An interview with G.P Agarwal,Chairman Priya Food Products Private Ltd, Kolkota.

What prompted the founders of Priya Food Products to step into this particular field in 1988?

Initially, we were in the business of manufacturing and marketing of edible oils. Then we realised the immense potential of manufacturing in the food products sector. The market for biscuts was growing at 20% per year and this prompted us to step into this field and we started Priya Food Products Ltd.

How did you build up your distribution network to cover the length and breadth of the country?

We already had a wide network of distributors as part of our oil business.

This helped us to appoint distributors wherever we already had a set up.

Our contacts with the business community also helped in building up the distributionnetwork to cover the state of West Bengal and later the adjoining areas.

As an indigenous brand, 'Priya Biscuits', what are the strategies that you adoptedin order to succeed in the market, and how far have these strategies been successful?

Our main aim was to provide quality product at competitive rates. This strategy that we followed from inception helped us tremendously in making the company what it is today. Besides constant innovation by launching new varieties of biscuits from time to time, modifications in packaging, advertisements and a healthy relationship with our business associates have been the key factors in our progress.

Can you throw light on the kind of people that you look for to employ in your company at various levels? Do you also look into aspects like education, personality traits, communication skills etc?

We have always looked for quality in the people who are to be a part of our team. Dedication and commitment are the primary traits we want in all our employees. Initially, our focus was on getting experienced people. Once the foundation was strengthened we concentrated on employing people having professional qualifications as well as experience in the related areas. Today, we have a strong and balanced team of experienced and professional employees.

What are the various training programs that you conduct for your employees across various levels?

We are constantly innovating in our organisation. We try to keep in touch with the latest technology in the manufacturing of food products, so when there is an addition to the equipment / machinery or a new plant is establish we impart all the necessary technical training to the employees. Besides this, we are constantly ensuring that our team gets on the job training, which to my mind is the best way of learning.

As a player in the FMCG (Fast Moving Consumer Goods) category how do retain your employees without losing them to your competitors?

We value our relationships with our employees. We identify and reward them commensurate to their efforts and achievements. The remuneration paid to employees is comparable to the best in the industry. Apart from that, we fulfill their need for self- recognition and try to give them job satisfaction. We see no reason why we should lose our employees to our competitors.

How do you stay in touch with the changing tastes of today's consumers?

We conduct surveys and carry an extensive market research based on which our new products are launched catering to the tastes of our consumers.

MALINI SURYANARAYANAN

maalini.mds@careercommunity.co.in