Study of Industrial Marketing Plan at Shilpa Medicare Limited PART-A 1.

INDUSTRY PROFILE
The Indian pharmaceutical sector has come a long way, being almost non-existent before

1970 to a prominent provider of healthcare products, meeting almost 95 per cent of the country's pharmaceuticals needs. The Industry today is in the front rank of Indias science-based industries with wide ranging capabilities in the complex field of drug manufacture and technology. It ranks very high in the third world, in terms of technology, quality and range of medicines manufactured. From simple headache pills to sophisticated antibiotics and complex cardiac compounds, almost every type of medicine is now made indigenously. Playing a key role in promoting and sustaining development in the vital field of medicines, Indian Pharma Industry boasts of quality producers and many units approved by regulatory authorities in USA and UK. International companies associated with this sector have stimulated, assisted and spearheaded this dynamic development in the past 53 years and helped to put India on the pharmaceutical map of the world. The Indian pharmaceutical today is in front rank of Indias science-based industries with wide ranging capabilities in the complex field of drug manufacturing and technology. A highly organized sector, the Indian pharma industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 present annually. It ranks very high in the third world, in terms of technology, quality and range of medicines manufactured. From simple headache pills to sophisticated antibiotics and complex cardiac compounds, almost every type of medicines is now made indigenously.

Sir. M Visvesvaraya Institute Of Technology,

Study of Industrial Marketing Plan at Shilpa Medicare Limited

The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units with severe price competition and government price control. It has expanded drastically in the last two decades. There are about 250 large units that control 70 per cent of the market with market leader holding nearly 7 per cent of the market share and about 8000 Small Scale Units together which form the core of the pharmaceutical industry in India (including 5 Central Public Sector Units). These units produce the complete range of pharmaceutical formulations, i.e., medicines ready for consumption by patients and about 350 bulk drugs, i.e., chemicals having therapeutic value and used for production of pharmaceutical formulations. Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the drugs and pharmaceutical products has been done away with. Manufacturers are free to produce any drug duly approved by the Drug Control Authority. Technologically strong and totally selfreliant, the pharmaceutical industry in India has low costs of production, low R&D costs, innovative scientific manpower, strength of national laboratories and an increasing balance of trade. The Indian pharmaceutical sector is highly with more than 20,000 registered units. It has expanded drastically in the two decades. The leading 250 pharmaceutical companies control 70% of the market leader holding nearly 7% of the market share. It is an extremely fragmented market with severe price competition and government price control. The pharmaceutical industry in India meets around 70% of the countrys demand for bulk drugs, drug intermediates, pharmaceutical formulations, chemicals, tablets, capsules, orals and injectibles. There are about 250 large units and about 8000 small units, which form the core of the pharmaceutical industry in India (including 5 central sector units). These units produce the Sir. M Visvesvaraya Institute Of Technology, 2

Study of Industrial Marketing Plan at Shilpa Medicare Limited

complete range of pharmaceutical formulation, i.e. medicines ready for consumption by patients about 350 bulk rugs, i.e. chemicals having therapeutic value and used for production of pharmaceutical formulations. Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the drugs and pharmaceutical products has been done away with. Manufacturers are free to produce any drug duly approved by the drug control authority. Technologically strong and totally self-reliant, the pharmaceutical industry in India has low costs of production, low R&D costs, innovative scientific manpower, strength of national laboratories and an increasing balance of trade. The pharmaceutical industry, with its rich scientific talents and research capabilities, supported by intellectual property protection regime is well set to take on the international market.

ADVANTAGE TO INDIA
Competent workforce: India has a pool of personnel with high managerial and technical competence as also skilled workforce. It has an educated work force and English is commonly used. Professional services are easily available. Cost-effective chemical synthesis: Its track record of development, particularly in the area of improved cost-beneficial chemical synthesis for various drug molecules is excellent. It provides a wide variety of bulk drugs and exports sophisticated bulk drugs. Legal & Financial Framework: India has a 53 year old democracy and hence has a solid legal framework and strong financial markets. There is already an established international industry and business community. Sir. M Visvesvaraya Institute Of Technology, 3

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Information & Technology: It has a good network of world-class educational institutions and established strengths in Information Technology. Globalization: The country is committed to a free market economy and globalization. Above all, it has a 70 million middle class market, which is continuously growing. Consolidation: For the first time in many years, the international pharmaceutical industry is finding great opportunities in India. The process of consolidation, which has become a generalized phenomenon in the world pharmaceutical industry, has started taking place in India.

THE GROWTH SCENARIO

India's US$ 3.1 billion pharmaceutical industry is growing at the rate of 14 percent per year. It is one of the largest and most advanced among the developing countries. Over 20,000 registered pharmaceutical manufacturers exist in the country. The domestic pharmaceuticals industry output is expected to exceed Rs260 billion in the financial year 2002, which accounts for merely 1.3% of the global pharmaceutical sector. Of this, bulk drugs will account for Rs 54 bn (21%) and formulations, the remaining Rs 210 bn (79%). In financial year 2001, imports were Rs 20 bn while exports were Rs87 bn. Shilpa Medicare Ltd., formerly known as Shilpa Antibiotics was incorporated as a private limited company in Nov.'87 and has been promoted by Vishnukant C Bhutada and his associates. The company produces trimethoprim, an anti-biotic bulk drug. It also manufactures the product for other reputed companies like Eskayef, Bombay Drugs & Parmas, Bombay Drug House, US Vitamins, Sandoz India, etc, for their export commitments. Circa 1992, the company installed Sir. M Visvesvaraya Institute Of Technology, 4

Study of Industrial Marketing Plan at Shilpa Medicare Limited

production facilities to manufacture sodium methoxide. SAL is the recipient of the World Health Organization - Good Manufacturing Practices (GMP) certificate. It exports its products to hardcurrency areas. The company manufactures 1-methyl, amino-1-methyl, thio-2-nitro ethane, a drug intermediate used in the manufacture of ranitidine, an anti-ulcer drug. The company proposes to embark upon an expansion project which involves the addition of one more bulk drug to its existing product range -- norfloxacin -- and expand the production capacity of the existing products of the company -- sodium methoxide and trimethoprim

STEPS TO STRENGTHEN THE INDUSTRY

Indian companies need to attain the right product-mix for sustained future growth. Core competencies will play an important role in determining the future of many Indian pharmaceutical companies in the post product-patent regime after 2005. Indian companies, in an effort to consolidate their position, will have to increasingly look at merger and acquisition options of either companies or products. This would help them to offset loss of new product options, improve their R&D efforts and improve distribution to penetrate markets. Research and development has always taken the back seat amongst Indian pharmaceutical companies. In order to stay competitive in the future, Indian companies will have to refocus and invest heavily in R&D. The Indian pharmaceutical industry also needs to take advantage of the recent advances in biotechnology and information technology. The future of the industry will be determined by how well it markets its products to several regions and distributes risks, its forward and backward integration capabilities, its R&D, its consolidation through mergers and acquisitions, comarketing and licensing agreements. Sir. M Visvesvaraya Institute Of Technology, 5

Study of Industrial Marketing Plan at Shilpa Medicare Limited

2. COMPANY PROFILE

Shilpa Medicare Limited (Shilpa Medicare) is a publicly held India-based pharmaceutical company. The company is principally engaged in producing and exporting active pharmaceutical ingredients (API's), fine chemicals, herbal products, intermediates and specialty chemical products by using latest technology. Its product line includes oncology products, general active pharmaceutical ingredients, nutritional supplements and drug intermediates. The company's manufacturing facilities are well equipped to manufacture chemicals and API's. It also holds well equipped facilities for in-house testing and research and development activities.

This comprehensive SWOT profile of Shilpa Medicare Limited provides you an in-depth strategic analysis of the company's businesses and operations. The profile has been compiled to bring to you a clear and an unbiased view of the company's key strengths and weaknesses and the potential opportunities and threats. The profile helps you formulate strategies that augment your business by enabling you to understand your partners, customers and competitors better.

This company report forms part of our 'Profile on Demand' service, covering over 50,000 of the world's leading companies. Once purchased, our highly qualified team of company analysts will comprehensively research and author a full financial and strategic analysis of Shilpa Medicare Limited including a detailed SWOT analysis, and deliver this direct to you in pdf format within two business days (Excluding weekends).

Sir. M Visvesvaraya Institute Of Technology,

Study of Industrial Marketing Plan at Shilpa Medicare Limited COMPANY LOCATION:

Registered & Corporate office: Shilpa Medicare Ltd, No. 10/80, Rajendra Gunj. Raichur 584 102 Factory at: Shilpa Medicare Ltd, Deosugur Village, Dist: Raichur - 584102 Ph Nos: - 08532 235006, 236328 E-mail: - [email protected] Web Site: - www.vbshilpa.com

Company information BOARD OF DIRECTORS: Omprakash Inani Vishnukant Bhutada Atim Kabra Carlton Felix Periera Pramod Kasat Venugopal Loya Rajendra Sunki Reddy N.P.S. Shinh : : : : : : : : Chairman Managing Director Director Director Independent Director Independent Director Independent Director Independent Director 7

Sir. M Visvesvaraya Institute Of Technology,

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Board Committees: Audit Committee Venugopal Loya Omprakash Inani Pramod Kasat Rajendra Sunki Reddy Chairman Member Member Member

Remuneration Committee Pramod Kasat Venugopal Loya Omprakash Inani Chairman Member Member

Investors Grievances Committee Omprakash Inani Venugopal Loya Vishnukant Bhutada Company Secretary Chairman Member Member Nagalakshmi Popuri

Auditors Bohara Bhandari Bung & Associates Chartered Accountants, Amar Complex, M.G. Road, Raichur - 584 101 Sir. M Visvesvaraya Institute Of Technology, 8

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Registered Office 1st Floor, 10/80, Rajendra Gunj, Raichur - 584 102. (Karnataka) Phone: 08532-235006, 235704 Fax: 08532-235876 E-mail: [email protected] Web: www.vbshilpa.com Works Deosugur Industrial Area, Deosugur - 584 170. (Raichur District) 100 Percent Export Oriented Unit 33-33A, Raichur Industrial Growth Center, Wadloor Road, Chicksugur Cross, Chicksugur - 584134. (Raichur District) Bankers The Lakshmi Vilas Bank Ltd. ICICI Bank Ltd, State Bank of India, Axis Bank Ltd. Registrars & Share Transfer Agent M/s. Karvy Computershare Pvt. Ltd. Plot No. 17 to 24, Vithalrao Nagar, Madhapur, Hyderabad - 500 081, A.P. Tel: 040-23420815-28 Fax: 040-23420814/23420857 E-mail: [email protected], Website: www.karvycomputershare.com Sir. M Visvesvaraya Institute Of Technology, 9

Study of Industrial Marketing Plan at Shilpa Medicare Limited A. BACKGROUND AND INCEPTION OF COMPANY
Established in 1987, Shilpa Medicare Limited has carved a niche for itself in the exceedingly competitive and quality-conscious sphere of pharmaceuticals manufacturing. It produce and export consistently high-quality Active Pharmaceutical Ingredients Fine Chemicals, intermediates, herbal products and specialty chemical products using sophisticated technology, meticulously following international specifications.

The company has earned its spurs as a successful and reliable partner within the pharmaceutical industry. Buyers within the country and from across the borders count on its fast track integrated process development and finely honed expertise of its skilled and experienced personnel. The Company is already exporting to USA, Canada, Australia, Japan and European Countries viz., Germany, Switzerland, Netherlands, Belgium, Spain, Greece, Cyprus, Italy, United Kingdom etc., South American Countries like Mexico, Brazil, Columbia etc., African Countries like Kenya, Nigeria and West Indies etc., Asian Countries like Singapore, Taiwan, China, Malaysia, Thailand and closer to home to Iran, Egypt, Pakistan and Bangladesh.

Shilpa Medicare is synergizing strength through tie-ups for manufacturing products and co-marketing rights, for it believes in working together and sharing success.

Being proactive in approach, the company continually seeks out enquiries for development of new products drawing from the extensive knowledge-base of its qualified and experienced people as well as sophisticated facilities

Sir. M Visvesvaraya Institute Of Technology,

10

Study of Industrial Marketing Plan at Shilpa Medicare Limited B. NATURE OF BUSINESS CARRIED
Shilpa Medicare Limited is a pharmaceuticals manufacturing company. Reliable Partner for API's & Customs Synthesis; recognized by Govt. of India & Export House. It is the largest Manufacturer and Exporters of Oncology API's from India & Bulk Drugs. Products registered in Europe, Russia, Korea, Iran, Canada, Japan, Australia, etc. With World class State of the art facility. WHO GMP Approved Plant. Patents filed for non-infringing manufacturing process. Highly efficient & cost effective technology & manufacturing process Shilpa Medicare Limited is an India-based company engaged in pharmaceuticals manufacturing. The Company produces and exports active pharmaceutical ingredients (API) fine chemicals, intermediates, herbal products and specialty chemical products. Some of its oncology products include Anastrozole, Bicalutamide, Carboplatin, Gemcitabine HCl, Irinotecan HCl Trihydrate and Oxaliplatin. Its general API's include Ambroxol HCl, Ticlopidine HCl and Buflomedil HCl. Chromium picolinate is its nutritional supplements. The Company's products under development include Bendamustine, Decitabine, Epirubicin, Fludarabine Phosphate, Paclitaxel and Lomustine. The Company operates in two segments: bulk drugs and intermediates and power. The Company's subsidiaries include Zatortia Holdings Ltd, Raichem Lifesciences (P) Ltd and Loba Feinchemie Gmbh.

C. VISION, MISSION AND QUALITY POLICY

VISION: To become a leading supplier in pharmaceuticals in the world by 2015 with a focus on Oncology API's and formulations and contract research and manufacturing services. MISSION:

Sir. M Visvesvaraya Institute Of Technology,

11

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Shilpa's primary goal is to create CGMP facilities to manufacture Oncology Products that will enable to obtain approvals from EDQM, UK, MHRA, TGA Australia, Health Canada and USFDA. By supplying products complying the above regulatory authorities with the pharmaceutical companies worldwide, Shilpa will provide an optimum return on investment to our investors, shareholders and our employees. The common people will also enjoy the highest quality products at an affordable price Quality policy: Shilpa Medicare provides consistent quality to the customers. Strict quality assurance is inherent in every step of our process, from incoming raw materials to shipment of the finished product. Each of our raw materials is selected by our experienced purchasing department, based on strict physical and chemical criteria. Upon arrival at Shilpas facility, each ingredient lot is carefully checked and analysed by our quality control personnel.

The Quality Assurance Department ensures that the manufacturing facilities and procedures are standardized to provide the international quality attributes to the products consistently for each batch through a well-documented, validated and audited system.

Shilpa Medicare is fully equipped with gas chromatograph, spectrophotometers and other high-tech apparatus; as also micro-biological facilities to check the quality of raw material, semifinished products and finished products following Good Laboratory Practices by qualified and approved chemists.

Sir. M Visvesvaraya Institute Of Technology,

12

Study of Industrial Marketing Plan at Shilpa Medicare Limited

The Company follows Quality Standards for the manufacture of Bulk-Drug and Intermediates. Our business aim is to follow a safety system, and adhere to the responsible care programme and most of all provide customer satisfaction. For this purpose, the Company has acquired the required Licenses and Permissions from various Government Agencies to set the pharmaceutical and industrial standard.

Shilpa''s product quality is second to none and meets the most exacting demands of its clients. Making this possible are fully fledged Analytical, Instrumentation and Microbiology laboratories equipped with sophisticated instruments to test raw materials, process water, packing materials, intermediates and finished products. Impurity Profile, Residual Solvent, Stability and Microbiological studies are regularly carried out to fully characterize the products. The Quality Control instruments list as below: MAJOR QC INSTRUMENTS Sr. No. 01) 02) 03) 04) 05) 06) 07) 08) Type of Instrument HPLCs with UV detector HPLCs with PDA detector GCs with Head Space Samplers GCs with auto samplers (Liquid Injections) FTIR (PerkinElmer) UV-Vis Spectrometer (PerkinElmer) Polarimeter (Autopol V) TOC analyzer Quantity 24 No's 2 No's 1 No's 4 No 3 No 2 No's 2 No's 2 No's

Sir. M Visvesvaraya Institute Of Technology,

13

Study of Industrial Marketing Plan at Shilpa Medicare Limited

09) 10) 11) 12) XRD (Bruker) DSC (PerkinElmer) Particle Size analyzer (Malvern) KF Coulometer 1 No's 1 No's 1 No's 1 No

General instruments like pH meters, KF titrators, Auto titrators, Ovens, Muffle furnaces, Incubators and other Microbial laboratory equipments like LAF, Autoclaves, ETP related analysis equipments are available To achieve and sustain market leadership for the products in national & international market by providing to meet the requirements of customer. This is achieved through the following quality objectives.

Development of approved vendors and procurement of raw material from approved sources.

Continuous R&D efforts to improve the process and quality. Strict systematic QC procedures in establishing the quality of the product. Education and training of employees to improve the quality. Adherence to cGMP norms as an integral part of the total quality management system. Assessment of changing requirements of customer expectation and meeting them. Develop environmental awareness among employees and adherence to pollution control norms.

Sir. M Visvesvaraya Institute Of Technology,

14

Study of Industrial Marketing Plan at Shilpa Medicare Limited

D. PRODUCT PROFILE
Oncology API's* Name of the API's Anastrozole Bendamustin HCl Bicalutamide Bortezomib Busulfan Capecitabine Carboplatin Cisplatin Cladribine Decarbazine Docetaxel 5-Fluoro Uracil Gefitinib Gemcitabine HCl Hydroxy urea Imatinib Mesylate Irinotecan HCl Trihydrate Lenalidomide Letrozole Oxaliplatin Paclitaxel Pemetrexed Disodium Temozolomide Thalidomide Topotecan HCl Zoledronic acid DMF STATUS DMF available, USDMF # 23123 DMF available DMF available DMF available Tech. Pack available DMF available DMF available, CEP R0-CEP 2006-212 Rev 01 DMF available Tech. Pack available Under preparation DMF available Tech. Pack available Tech. Pack available CEP R0-CEP 2006-222 Rev 02, USDMF # 24136 Tech. Pack available DMF available DMF available, USDMF # 23562 Tech. Pack available Tech. Pack available R0-CEP 2006-201 Rev 01, USDMF # 23563 Tech. Pack available Tech. Pack available DMF available, USDMF # 23479 Tech. Pack available Tech. Pack available DMF available

Patented products with valid patents not offered for sale

Sir. M Visvesvaraya Institute Of Technology,

15

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Non-Oncology APIs*

Name of the API's

DMF STATUS

Abacavir Sulfate Teck. Pack available Ambroxol HCl DMF available, CEP R1-CEP 2004-201 Rev 02 Acebrophylline DMF available Buflomedil HCl DMF available, CEP R0-CEP 2006-080 Rev 01 Lamivudine DMF available Nifedipine DMF available Phenylephrine HCl Under preparation Sildenafil Citrate DMF available Strontium Ranelate Teck. Pack available Terfenadine DMF available Ticlopidine HCl DMF available, CEP R0-CEP 2005-004 Rev 02 Ursodeoxycholic acid (from our Italian Principal) Under Development-Oncology APIst* PRODUCTS UNDER DEVELOPMENT (Oncology) Altretamine Cladribine Dasatinib Monohydrate Cytrabine Estramustine Exemestane Ifosfamide Melphalan Methotrexate Pazopanib Sunitinib Azacytidine Cyclophospamide Disodium Pamidronate Decitabine Erlotinib HCl Fludarabine Phosphate Lapatinib Distosylate Mitotane Nilotinib Sorafenib Tosylate Tandutinib

Under Development- Non Oncology* NUTRITIONAL SUPPLEMENTS Aliskiren Orlistat

Sir. M Visvesvaraya Institute Of Technology,

16

Study of Industrial Marketing Plan at Shilpa Medicare Limited E. AREA OF OPERATION

Shilpa Medicare Ltd operates across the borders count on its fast track integrated process development and finely honed expertise of its skilled and experienced personnel. The Company is already exporting to USA, Canada, Australia, Japan and European Countries viz., Germany, Switzerland, Netherlands, Belgium, Spain, Greece, Cyprus, Italy, United Kingdom etc., South American Countries like Mexico, Brazil, Columbia etc., African Countries like Kenya, Nigeria and West Indies etc., Asian Countries like Singapore, Taiwan, China, Malaysia, Thailand and closer to home to Iran, Egypt, Pakistan and Bangladesh.

Shilpa Medicare is synergizing strength through tie-ups for manufacturing products and co-marketing rights, for it believes in working together and sharing success.

Being proactive in approach, the company continually seeks out enquiries for development of new products drawing from the extensive knowledge-base of its qualified and experienced people as well as sophisticated facilities.

Sir. M Visvesvaraya Institute Of Technology,

17

Study of Industrial Marketing Plan at Shilpa Medicare Limited

F. OWNERSHIP PATTERN
Promoters Institutions Public Others 59.95% 3.93% 24.22% 11.90%

Promoters
Institutions Public

Others

Shilpa Medicare Ltd is a privately owned company which is under taken by the following members: Omprakash Inani Vishnukant Bhutada Atim Kabra Carlton Felix Periera Pramod Kasat Venugopal Loya Rajendra Sunki Reddy N.P.S. Shinh : : : : : : : : Chairman Managing Director Director Director Independent Director Independent Director Independent Director Independent Director 18

Sir. M Visvesvaraya Institute Of Technology,

Study of Industrial Marketing Plan at Shilpa Medicare Limited

G. COMPETIATORS INFORMATION
The major competitors of Shilpa Medicare Limited are as follows with their market condition and position. Last price Market Cap. (Rs.cr.) 43,934.56 25,316.41 24,404.79 21,060.51 18,524.55 17,379.71 15,094.06 8,731.52 8,177.14 7,451.58 502.59 Sales Turnover 3,861.55 4,553.21 5,624.91 4,782.76 1,892.96 3,708.51 1,945.72 2,666.21 1,203.49 856.11 234.46 Net Profit 1,265.29 846.08 1,081.49 571.98 512.29 648.93 265.91 443.22 421.26 217.93 47.50 Total Assets 5,747.47 6,477.80 5,919.16 7,482.99 1,764.57 3,437.36 2,216.20 2,161.59 1,574.92 2,527.81 181.20

Sun Pharma Dr Reddys Labs Cipla Ranbaxy Labs GlaxoSmithKline Lupin Cadila Health Piramal Health Divis Labs Glenmark Shilpa

424.25 1,496.00 303.95 499.95 2,187.00 389.55 737.20 417.75 616.70 276.05 209.20

H. INFRASTRUCTURAL FACILITIES
The Company has state of the art facilities for the employees. It gives importance to the environment and takes the utmost care of health of the workers. The company is situated in the outskirts of the city and is away from the pollution causing due to vehicles. The company has 20 acres. The space is also used for greenery concentrating on the environment that creates a good working condition for the employees. Sir. M Visvesvaraya Institute Of Technology, 19

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Reactor capacities ranging from 63 L to 6000 L capacities for low volume high cost and high volume-low cost products. State-of-the-art facilities at Shilpa Medicare are geared to manufacture quality bulk drugs. They include stainless steel and glass-lined reactors having capacity ranging from 350-5000 liters. Production processes used at Shilpa Medicare are environment friendly. Served by steam, brine, nitrogen and vacuum services. Range of Temperatures:- 25C to +300C. Vacuum: < 1 mm/Hg. Tray and Air-bed Drier, Centrifuges, Blenders and Jet Mill. Bulk storage of solvents including fully closed and delivery systems to reactors. Chemical and biological waste water treatment.

I.ACHIEVEMENTS AND AWARDS:

Govt. of India 'Best Entrepreneur Award'. Karnataka State Govt. 'Best Entrepreneur Award'. Star Export House Status from Ministry of Commerce and Industry, Govt. of India 'cGMP' Certificates from W.H.O. for 20 API's 'Outstanding Industrial Award' from Indian Junior Chamber. APIs Registered in Taiwan, Russia, Ukraine and Japan. 'Certificate of Suitability' obtained from EDQM for Ambroxol HCl, Ticlopidine HCl, Buflomedil HCl, Carboplain, Oxaliplatin and Gemcitabine HCl.

Sir. M Visvesvaraya Institute Of Technology,

20

Study of Industrial Marketing Plan at Shilpa Medicare Limited

An improved process for the preparation of Irinotecan HCl Trihydrate

(WO/2006/016203) Novel intermediates for the preparation of Camptothecin analogues (WO/2008/035377) Process and intermediates of 2,2' Difluoronucleosides (WO/2008/026222) Improved process for high purity Anastrozole (WO/2007/105231) Process and intermediate of Letrozole (WO/2009/078036) Design, Synthesis and Intermediates of substituted 1,2,4-Triazole [3,4-B]- 1,3,4Thiadiazoles (2313/CHE/2009) Novel Polymorphic Form of Bortezomib (160/CHE/2010) Filed ASMF/EDMF of Gemcitabine HCl over 27 EU countries and DMF filed in TGA, Medsafe, Swissmedic, Health Canada, etc. Filed ASMF/EDMF of Irinotecan HCl Trihydrate HCl over 27 EU countries and DMF filed in TGA, Medsafe, Swissmedic, Health Canada, etc. Filed ASMF/EDMF of Oxaliplatin HCl over 11 EU countries and also filed DMF in TGA, Australia Filed ASMF/EDMF of Temozolomide in EMEA, TGA, Health Canada, Swissmedic and Medsafe Best District Export Award obtained from FKCCI, Bangalore for the year 2005-2010 Star Export Excellence Award obtained from VITC, Bangalore for the year 2005-2010 Korean FDA Approved for Gemcitabine HCl & Ambroxol HCl Filed USDMF for Anastrozole, Temozolomide, Oxaliplatin, Irinotecan HCl Trihydrate and Oxaliplatin

Sir. M Visvesvaraya Institute Of Technology,

21

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Ambroxol MF Holder and Site Registered with PMDA, Japan Obtained EU GMP & GMP Certifications from Afssaps, France, BSG, Hamburg, Infarmed, Portugal, TGA, Australia and Health Canada.

J. WORKFLOW MODEL

Work flow model (End to End): STAGE: 1

Raw material

Additions

Filtration

Drying

QC Analysis

Sir. M Visvesvaraya Institute Of Technology,

22

Study of Industrial Marketing Plan at Shilpa Medicare Limited

STAGE: II

Stage: I

Addition of Raw materials

Filtrations

Drying

QC Analysis
STAGE: III

STAGE: II

Addition Raw materials

Reaction

Filtration

Drying

Sir. M Visvesvaraya Institute Of Technology,

23

Study of Industrial Marketing Plan at Shilpa Medicare Limited Milling

Shifting

Packing

Product Export
K. FUTURE GROWTH AND PROSPECTS
Success is a direct result of experiences-good and bad. As Shilpa Medicare nears its silver jubilee, Usha Sharma traces the company's growth

Karnataka-based active pharmaceutical ingredients (APIs) company Shipla Medicare began its business in 1987. Vishnukant Bhutada, Managing Director of the company highlights its initial benchmark, "We started commercial manufacturing operations in 1989. Shilpa Medicare shares listed in Bombay Stock Exchange (BSE) in 1995. We are glad to say that we were first pharmaceutical company to launch Ambroxol HCl in India in 1998. Presently, we are the largest manufacturers and exporters of Ambroxol HCl in the world. We started manufacturing oncology API's in the year 2001."

Sir. M Visvesvaraya Institute Of Technology,

24

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Global marathon: At the forefront of this global race, Shilpa Medicare is a science driven technology based manufacturer and exporter of oncology and non-oncology API's. To give better thrust to its export earning, it chalked out its expansion plan of setting up new export oriented unit (EoU). Bhutada shares, "Keeping in view future demands and growth prospects we have constructed an EoU plant. We also have three manufacturing facilities located at Raichur, Karnataka, and one facility in Vienna, Austria."

He continues to say, "Shilpa Medicare is also entering into a joint venture (JV) agreement with an Italian company, to form Raichem Medicare, to set-up manufacturing facilities for its products through a special purpose vehicle. We have also acquired land in the Forma SEZ near Jedcherla in the state of Andhra Pradesh (AP) to set-up an R&D centre and formulations unit through its 100 percent Raichem Life sciences. Sharing company's manpower strength, Bhutada says, "At present we have total manpower strength of around 250 people and we are going to increase the same by around 450 employees within a short period. We also continue to invest in people processes and skill development, and provide them with a high performing environment."

Sticking to base: The company has carved its niche for itself in the exceedingly competitive and qualityconscious sphere of pharma manufacturing. It produces and exports consistently high-quality API fine chemicals, intermediates, herbal products and specialty chemical products using Sir. M Visvesvaraya Institute Of Technology, 25

Study of Industrial Marketing Plan at Shilpa Medicare Limited

sophisticated technology, meticulously following international specifications. It has earned its spurs as a successful and reliable partner within the pharma industry. Buyers within the country, and from across the borders, count on its fast track integrated process development and finely honed expertise of its skilled and experienced personnel. Shilpa Medicare has active therapeutic presence in oncology, general API's, nutritional supplements and drug intermediates. Bhutada avers "Being one of the niche players in oncology products will certainly have good prospects in the years to come as the demand for these drugs is expected to grow faster than other drugs. The company will be one of the largest oncology API manufacturers once the 100 percent EoU is fully operational. We have about 10-15 new products in the pipeline and we are expecting them to hit the market by 2015."

Long way to go: Over the next two years, the company would be setting-up it's Contract Research and Manufacturing Services (CRAMS) operations entering (JV with the Italian Company) and also in setting-up an R&D centre and formulations unit in the Forma SEZ near Jedcherla (AP). "We are getting major business from European as well as from our Asian customers. The company has acquired 99.99 percent stake in Loba Feinchemie, Austria which has APIs, laboratory chemicals and customs synthesis manufacturing facilities and the strong marketing net-work in European countries," adds Bhutada. The company is one of the major exporters of API's to various countries like Japan, Taiwan, Korea, Singapore, Mexico, Europe and USA and we are looking new opportunities to explore mainly USA and Europe counties. Bhutada shares the company's future plans, "At present, we are mainly concentrating on the oncology segment. To gain from

Sir. M Visvesvaraya Institute Of Technology,

26

Study of Industrial Marketing Plan at Shilpa Medicare Limited

future opportunities, the company is planning to expand its operations and production facilities through various ways." Shilpa Medicare is expecting to construct Raichem Medicare Pvt Ltd opposite to Shilpa Medicare ltd Constructing Raichem Life sciences Pvt Ltd (Formulation Unit). It has strong determination to expand its plant. The important plan of the company is to be the leader in the market or to be in the leading position.

Sir. M Visvesvaraya Institute Of Technology,

27

Study of Industrial Marketing Plan at Shilpa Medicare Limited

3. McKINSEYS 7S FRAMEWORK
Introduction
The 7-S framework of Mckinsey is a management model that describes 7 factors to organize a company in a holistic and effective way. Together these factors determine the way in which a corporation operates. Management should take into account all of these factors, to be sure successful implementation of strategy. Large or small, they are interdependent, so if u fails to pay proper attention to one of them, this may affect all others as well. On top of that the relative importance of each factor may vary over time. The 7-S framework was first mentioned in The art of Japanese Management by Richard Pascale and Anthony Athos in 1981. They had been investigating how Japanese industry had been so successful. At around the same time that Tom Peters and Robert Waterman were exploring what made a company excellent. The 7-S model was born at a meeting of these four authors in 1978. It appeared also in In search of Excellence by Peters and Waterman, and was taken up as a basic tool by the global management consultancy company Mckinsey. Since then it is known as their 7-S Model. According to Waterman, organization change is not simply a matter of structure, although structure is significant variable in the management of change. Again it is also not a simple relationship between strategy and structure, although strategy is also a critical aspect. In their view effective organizational change may be understood to be a complex relationship between strategy, structure, system, style, skills & shared values. The first three elements-strategy, structure &system are considered the hardware of success. The next four style skills, staff,

Sir. M Visvesvaraya Institute Of Technology,

28

Study of Industrial Marketing Plan at Shilpa Medicare Limited

and shared values are called the software. The complex relationship is diagrammatically presented below;

Lets look at each of the elements specifically: Strategy: The plan devised to maintain and build competitive advantage over the competition. Structure: The way the organization is structured and who reports to whom. Systems: The daily activities and procedures that staff members engage in to get the job done. Shared Values: Called Super Ordinate Goals when the model was first developed these are the core values of the company that are evidenced in the corporate culture and the general work ethic. Style: The style of leadership adopted. Staff: The employees and their general capabilities. Skills: The actual skills and competencies of the employees working for the company. Sir. M Visvesvaraya Institute Of Technology, 29

Study of Industrial Marketing Plan at Shilpa Medicare Limited

A. STRATEGY:
Strategic planning is about asking questions, more than attempting to answer them. Strategy formulation entails a search for a different frame of reference. It is the quest for a new business paradigm. There are two types of paradigms that apply to management, namely the business and the organizational or managerial paradigms. The business paradigms define a companys position in the market place with respect to customers, technology and products. To maintain and build competitive advantage over the competition. Shilpa Medicare follows competitive strategy. As the company wants to expand their business by providing good quality and to create good work environment in the organization. Strategy is a choice of direction and action; the company adopts to achieve its objectives in a competitive situation. Any statements on overall of functional strategy that the company may wish to share are: Improvement in the existing products: Their future plans include launching of new products which are under development. To perform beyond customer expectation and to create a long term relationship with customers. The cost control exercise is in consolidation. To provide products and services of high quality.

Sir. M Visvesvaraya Institute Of Technology,

30

Study of Industrial Marketing Plan at Shilpa Medicare Limited

B. STRUCTURE:
Organization structure gives concrete shape to the organization. The structure specifies division of work activities and shows how different functions or activities are linked. It also indicates the organizations hierarchy and authority structure, and shows its reporting relationship. It provides the stability and continuity that allow the organization to survive the comings and goings of individuals and to coordinate its dealings with the environment. The way the organization is structured and who reports to who is all included in the structure of the organization. The design of the organization structure is critical task of the management of an organization. It is the skeleton of the whole organization. The organization structure refers to relatively more durable organizational arrangements and relations. Shilpa Medicare Pvt ltd has implemented and successfully working with FUNCTIONAL ORGANIZATION STRUCTURE. An organization structure can be viewed as accomplishing four distinct functions: Dividing work into manageable segments. Recombining work in a logical and efficient manner. Distributing power to direct or coordinating work. Establishing channels of communication and the directive or non-directive nature of information flow.

Sir. M Visvesvaraya Institute Of Technology,

31

Study of Industrial Marketing Plan at Shilpa Medicare Limited

ORGANISATION CHART

Sir. M Visvesvaraya Institute Of Technology,

32

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Production Department Production is the basic activity of all industrial units. All other activities revolve around this activity. The end product of the production activity is the creation of goods and services for the satisfaction of the human wants. The production activity is nothing but the step-by-step conversion of one form of material into another either chemically or mechanically. This is done in factories which house manufacturing processes. The basic input of the production processes is men, machines, plants, services and methods

Sir. M Visvesvaraya Institute Of Technology,

33

Study of Industrial Marketing Plan at Shilpa Medicare Limited

World-class production facilities Reactor capacities ranging from 63 L to 6000 L capacities for low volume-high cost and high volume-low cost products. State-of-the-art facilities at Shilpa Medicare are geared to manufacture quality bulk drugs. They include stainless steel and glass-lined reactors having capacity ranging from 350-5000 liters. Production processes used at Shilpa Medicare are environment friendly. Served by steam, brine, nitrogen and vacuum services. Range of Temperatures: - 25C to +300C. Vacuum: < 1 mm/Hg. Tray and Air-bed Drier, Centrifuges, Blenders and Jet Mill. Bulk storage of solvents including fully closed and delivery systems to reactors. Chemical and biological waste water treatment. Research and Development Department Shilpa Medicare is a fast growing pharmaceutical active ingredient manufacturing company engaged in manufacturing of world class pharmaceutical bulk drugs, under WHO-GMP guide lines. Our manufacturing plant is equipped to manufacture APIS and chemicals and having all the facilities of in house testing and R & D.

Shilpa Medicare is fully focused on R&D as a means to offer quality products at competitive price and also for development of new products. We undertake innovation of new products as per customers' requirement. The production technologies of all existing products have been developed in-house and the R&D efforts are aimed at developing highly efficient and cost-effective technologies and manufacturing process Sir. M Visvesvaraya Institute Of Technology, 34

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Quality Assurance Department Shilpa Medicare provides consistent quality to the customers. Strict quality assurance is inherent in every step of our process, from incoming raw materials to shipment of the finished product. Each of our raw materials is selected by our experienced purchasing department, based on strict physical and chemical criteria. Upon arrival at shilpas facility, each ingredient lot is carefully checked and analyzed by our quality control personnel. The Quality Assurance Department ensures that the manufacturing facilities and procedures are standardized to provide the international quality attributes to the products consistently for each batch through a well-documented, validated and audited system. Shilpa Medicare is fully equipped with gas chromatograph, spectrophotometers and other high-tech apparatus; as also micro-biological facilities to check the quality of raw material, semi-

Sir. M Visvesvaraya Institute Of Technology,

35

Study of Industrial Marketing Plan at Shilpa Medicare Limited

finished products and finished products following Good Laboratory Practices by qualified and approved chemists.

C. SYSTEM:
The Shilpa Medicare limited uses the complete systemized processes in all fields like quality control systems, performance measurement systems, the date and time analysis systems, manufacturing processes, information systems. The company also uses the database systems for the day to day activities. Shilpa Medicare Pvt Ltd. uses the complete systematic processes in all the fields liquality control systems, standardized Operating Procedure (SOP), and the date and time analysis Systems for manufacturing processes. Wages and salary system The employees get adequate and equitable remuneration for the work done by them. In Shilpa Medicare Pvt. Ltd., the jobs are evaluated and based on this salary to be paid is determined. Salary is paid to the employees in the first week of the every month.

Sir. M Visvesvaraya Institute Of Technology,

36

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Employee attendance Attendance is one of the most important tools of evaluation of an employee. In Shilpa Medicare Pvt. Ltd., the employee attendance is maintained manually in a register. Whenever the employee enters the organization, he needs to enter the name, date, time of entrance, signature etc in a register that is maintained at the office as well as punch card machine is used where employees need to punch the card while incoming and outgoing from the organization. At the end of every month the number of days attended by the employee will be assessed and the salary is calculated accordingly.

D. STYLE:
Decision-making is centralized with the head office. Authority is given to unit in-charge to take decision in day-to-day minor matters & other urgent matters. Decision-making depends on the authority & responsibility conferred on each individual & thus its distributed based on designation & position held. In important matters, meetings are held to seek opinions of top management & various department manager & the decisions are taken & implemented. Decision-making is co-ordinate & done with wide consultations of top management of department managers consultation which gives best possible gains.

E. STAFF:
The employees and their general capabilities which are necessary to accomplish the job which leads to achieve organization goals effectively and efficiently. Staff refers to the number of employees and types of employees in an organization. Staff is responsible for the development Sir. M Visvesvaraya Institute Of Technology, 37

Study of Industrial Marketing Plan at Shilpa Medicare Limited

of the organization. Shilpa Medicare consists of skilled, semiskilled and unskilled employees. The Strength (size) is 190 on role (permanent employees), 60 contractors all together 250 employees. Shilpa Medicare PVT LTD staff * Office Staff * Skilled employees * Semi Skilled * Unskilled -80 -60 -30 -20

As an employer, Shilpa Medicare limited follows ethical employment standards wherever it operates with a goal in mind company guarantees. To fulfill its entire legal obligation in terms of employment payments and benefits practices. Adequate and timely training for every one for the job for which they are employed. Career advancement related to performance and experience.

F. SKILLS:
The term skills includes those characteristics, which people use to describe a company. Organization have strengths in a number of area but their key strengths are dominant skills are few. These are developed over a period of time of the result of the interaction of a number of factors performing certain tasks successfully over a period of time, the kind of people in the organization, the top management style, structure, the management systems, the external environmental influence etc. Hence when organization makes a strategic shift it becomes necessary to consciously build new skills.

Sir. M Visvesvaraya Institute Of Technology,

38

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Skilled: The actual skills and competencies of the employees working for the company. Skills of the work force are technically qualified like ITIs, chemical technology (practical knowledge), Engineers or any specified courses completed. Semi killed: Semi skilled employees will be having basic knowledge about the work, they will not be holding any technical education Semiskilled employees qualifications like 8th or 10th pass out. Unskilled: No qualification is required, employees like Helper (loading and unloading the material, movement of materials from one place to another), Office Boys.

G. SHARED VALUES:
Values: Values refer to the institutional standards of behavior that strengthen commitment to the vision, and guide strategy formulation and purposive action. The core values are shaped around the belief that enterprises exist to serve society. In terms of this belief, profit is a means rather than an end in itself a compensation to owners of capital linked to the effectiveness of contribution to society and the essential ingredient to sustain such enlarged societal contribution. Such as: Customer satisfaction, Committed to total quality, Cost and time-consciousness, Innovation and creativity, Trust and team spirit, Respect for individuals, Integrity health and ethics.

Sir. M Visvesvaraya Institute Of Technology,

39

Study of Industrial Marketing Plan at Shilpa Medicare Limited

4. SWOT ANALYSIS
Introduction:
SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning, including SWOT and Strategic Creative Analysis SCAN analysis, has been the subject of much research. Strengths: attributes of the person or company that is helpful to achieving the objective. Weaknesses: attributes of the person or company that is harmful to achieving the objective. Opportunities: external conditions that is helpful to achieving the objective. Threats: external conditions which could do damage to the business's performance.

Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated. The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats. It is particularly helpful in identifying areas for development.

Sir. M Visvesvaraya Institute Of Technology,

40

Study of Industrial Marketing Plan at Shilpa Medicare Limited

SWOT Analysis of Shilpa Medicare Limited:
STRENGTH: 1. Shilpa Medicare Limited produces and exports consistently high-quality Pharmaceutical Products. 2. Good quality of pharmaceuticals products, which is one of the major strength to face competition in global environment. 3. Plant is running from past 22 yrs. There is no major break down because of close supervision and maintenance. 4. Provides employees various benefit viz. medical facility, subsidized facilities in canteen, traveling facility to increase the morale of employees. 5. Various measures are taken to prevent the environmental hazard by the organization to maintain ecological balance.

OPPORTUNITIES: 1. Shilpa Medicare Limited is having a better opportunity to setup a new plant in abroad since the export market for Shilpa Medicare Products is very well established. 2. Shilpa Medicare Limited can establish a new oral liquid plant at Raichur. 3. Being the lowest cost producer combined with FDA approved plants, SHILPA MEDICARE LIMITED can become a global outsourcing hub for pharmaceutical products. 4. Large number of drugs going off-patent in Europe and in the US between 2007 to 2011 offers a big opportunity for the Indian companies, like SHILPA MEDICARE LIMITED to capture this market. 41

Sir. M Visvesvaraya Institute Of Technology,

Study of Industrial Marketing Plan at Shilpa Medicare Limited

WEAKNESS: 1. Transportation costs are high. 2. Low level of strategic planning for future and also for technology forecasting. 3. Company not getting quality man power available in this region. 4. Workers absenteeism 5. Modern machines and equipments are not installed in the company. The strategic planning required for the pharmaceuticals co is very high and as of now the Shilpa Medicare Ltd is behind it. The technology forecasting is to be taken over by the company so as to improve its market share and future expansion. THREATS: 1. The production comes under Hazardous activity. So much emphasis is to be laid on the prevention of such events which is not a cost effective activity. 2. Competitors are updating latest technology, globally and Indian companies like Shilpa Medicare is being heavily affected by it. 3. Threats from other low cost countries like China and Israel exist. However, on the quality front, India is better placed relative to China. So, differentiation in the contract manufacturing side may wane.

Sir. M Visvesvaraya Institute Of Technology,

42

Study of Industrial Marketing Plan at Shilpa Medicare Limited

5. ANALYSIS OF FINANCIAL STATEMENT

PROFIT AND LOSS ACCOUNT FOR THE YEAR ENDED 31st MARCH 2012 Particulars INCOME Sales Turnover Excise Duty NET SALES Other Income TOTAL INCOME 263.37 5.82 257.54 0.00 261.30 240.67 5.43 235.24 0.00 235.44 Current year (31st March, 2012) Previous year(31st March, 2011)

EXPENDITURE: Manufacturing Expense Material Consumed Personal Expenses Selling Expenses Administrative Expenses Expenses Capitalised Provisions Made TOTAL EXPENDITURE 7.79 154.26 17.59 3.89 4.23 0.00 0.00 187.76 6.67 128.36 12.12 5.56 4.33 0.00 0.00 157.05

Operating Profit EBITDA Depreciation Other Write-offs

69.79 73.54 10.42 0.00

78.19 78.40 9.76 0.00 43

Sir. M Visvesvaraya Institute Of Technology,

Study of Industrial Marketing Plan at Shilpa Medicare Limited

EBIT Interest EBT Taxes 63.12 2.27 60.85 14.91 68.63 5.49 63.14 21.23

Profit and Loss for the Year Non Recurring Items Other Non Cash Adjustments Other Adjustments REPORTED PAT

45.94 4.86 0.09 0.04 50.93

41.91 3.96 0.24 -01 46.01

KEY ITEMS Preference Dividend Equity Dividend Equity Dividend (% Shares in Issue (Lakhs) EPS - Annualised (Rs) 0.00 1.92 40.00 240.24 21.20 0.00 1.54 35.00 220.24 20.89

Sir. M Visvesvaraya Institute Of Technology,

44

Study of Industrial Marketing Plan at Shilpa Medicare Limited Balance Sheet as at 31st March 2012
Particulars Current year (31st March, 2012) Liabilities Share Capital Reserves & Surplus Net Worth Secured Loans Unsecured Loans T OTAL LIABILITIES 9.18 226.03 235.21 50.97 0.00 286.18 4.40 107.79 112.19 67.47 0.00 181.19 Previous year (31st March, 2011)

Assets Gross Block (-) Acc. Depreciation Net Block Capital Work in Progress Investments Inventories Sundry Debtors Cash And Bank Loans And Advances Total Current Assets Current Liabilities Provisions Total Current Liabilities NET CURRENT ASSETS Misc. Expenses TOTAL ASSETS (A+B+C+D+E) 163.00 35.90 127.09 3.01 28.08 37.44 33.63 83.75 32.09 186.91 41.05 17.87 58.91 128.00 0.00 286.18 155.96 28.02 127.94 3.69 3.69 43.65 31.49 2.09 42.23 120.45 52.02 21.93 73.95 46.50 0.00 181.19 45

Sir. M Visvesvaraya Institute Of Technology,

Study of Industrial Marketing Plan at Shilpa Medicare Limited

Analysis of financial statement: Calculation of working capital: Current asset-Current liability 2010= 119.46 45.53 =73.93 2011= 186.91 128 =58.91 Calculation of current ratio: Current asset/Current liability 2010= 119.46 / 73.95 = 1.6154 2011= 186.91 / 58.91 = 3.1729 Calculation of quick Ratio: Current Asset Inventory/Current liability 2010= 19.46 43.65 =1.0251 73.95 2011= 186.91 37.44 58.91 =2.5372

Calculation of cost benefit ratio =Profit/Capital 2010= 46.01=10.4569 4.40 2011= 50.93=39.8692 9.18 Profit margin increased in the year 2011 compared to 2010.

Sir. M Visvesvaraya Institute Of Technology,

46

Study of Industrial Marketing Plan at Shilpa Medicare Limited

6. LEARNING EXPERIENCE

The In plant-Training is all about studying the industry profile, company profile, McKINSEYS 7S model, SWOT analysis and annual report with reference to organization. So, various aspects of an organization like strategy, system, staff, shared values, style and skill were studied which are of immense importance to us.

In my In-Plant training program I had an opportunity to get exposed to a Company called Shilpa Medicare Limited. I had an opportunity to go through the Industry profile, company profile, and information with reference to McKINSEYS 7S model of the company. I observed what are the strategies, what kind of structure they follow, what systems they are using, which leadership styles they use, how staff works, what are the skills required by the staff in Shilpa Medicare Limited.

The very first day in our project duration I moved around the company and had a brief introduction and a general glance about the organization. My external guide in the company guided me and from the next day gradually I went into the depth study about particular departments. My external guide used to take me to all departments. Where I got the full cooperation from the concerned staff.

Sir. M Visvesvaraya Institute Of Technology,

47