1. INTRODUCTION TO COMPANY- AURA FOODS.

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 Fig 1.1 image of Aura Foods logo

ABOUT THE COMPANY

Aura Foods is one of the fastest growing companies engaged in processing and exporting
of high-quality dehydrated Onions (White, Red, and Pink) and dehydrated Garlic, and
a wide range of Indian spices.

The company excels in processing fresh onions, garlic, and vegetables under strict hygienic
conditions. They meticulously select the raw materials from trusted market vendors,
conducting complete client satisfaction.

Its product range encompasses from dehydrated onions in various forms, such as Kibbled,
Minced, Chopped, Granules, and Powder. Similarly, they offer Dehydrated Garlic in
Whole Cloves, Minced, Chopped, Granules, and powder forms. Additionally, their fried

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onion options include coated and non-coated toasted onion, available in both light and dark
variations. They also supply a wide variety of whole and ground spices.

‘Sustaining an audience is hard” Bruce Springsteen once said, it demands consistency” and
that Aura foods offers with an ease. It believes in the 3Cs policy of consistency for
customer satisfaction – these are Customer-Journey Consistency, Emotional
consistency, and Communication consistency.

Customer Journey Consistency-

It refers to timely and seamless experience that customer has throughout their interactions
with the brand. Aura foods believe that maintaining this customer journey consistency
helps in building trust, foster brand loyalty and have an enhanced customer hands on
experience and fulfilling their satisfaction. Providing the right product in a right quality is
their priority. It ensures delivering a cohesive and integrated experience at every stage of
interaction pre and post purchase of the products.

Emotional consistency-

Once the trust is gained and sustained, it is important to turn those positive experiences
into positive emotional connect with the brand and the product. Aura Food tries to
associate emotions of people with the brand, product, or services to have a coherent and
resonant experience. Gather feedback from the customers to understand how they perceive
their brand and if there are any error, then required adjustments are made while
maintaining emotional consistency.

Communication consistency-

Communication is the key to any healthy organization and serves as a foundation, playing
a pivotal role in collaboration, clarity, and effective functioning of all the levels in the
organization. Just like any other organization, Aura Foods also encourage a healthy
communication, be it among teammates, co-workers and especially with customers.

The production facility in Aura Foods is equipped with the latest amenities and
equipment. This enables our team of experts to produce the productivity and enhance
the quality of our Dehydrated Products. Our experts are also engaged in discovering
new and efficient ways of production which enable healthier produce.

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Aura Foods ensure the best quality of our products, to comply with the international
standards of food quality and packaging, we implement the most stringent policies to
produce the best grade of Dehydrated Products and supply them to our clients according to
their requirements in a prompt and secure manner. Thus, at the time of procurement of raw
material, our quality controllers conduct rigorous tests and ensures that the products
processed as per customer's requirements. Our efficient machines and advanced processes
assist us in maintaining this quality and effective categorization at the time of packaging .

The company has obtained certification from BRCGS, ensuring high standards in food safety.
Additionally, it holds FSSAI certification complying with Indian food safety regulations. The
company follows ISO22000:2018 guidelines, emphasizing its commitment to food safety
management. Moreover, it is also registered with APEDA, reinforcing its adherence to quality
standards in agricultural and processed food products.

In conclusion, Aura Foods stands as a beacon of excellence in the food industry, driven by
a passion for quality, innovation, and sustainability. With visionary leadership, and a
commitment to customer satisfaction, Aura Foods continues to redefine the standards of
excellence in the production of dehydrated onions and garlics.

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fig 1.2 image of Aura Foods website

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 Fig 1.3 Image of other featured products of Aura Foods.

TOP AURA FOODS PRODUCTS-

1. Fig 1.4 White Onion Flakes (Whole)

Taste / Flavour : Fresh, aromatic & spicy, from mild to pungent.

Odour : Typical, mild to pungent, according to species, free from foreign odour.
Colour : White
Foreign Matter : Absent – This includes any foreign matter like glass, insects, wood
pieces, paper, metal, Impurities or any other Contaminants.
Product specification:-
White Onions are used for bakery; Cereals & Convenience Foods & Snacks; Dietary
Supplements;
Food Supplements; Frozen food; Fruit & Vegetable; Frying and Culinary fats; Healthy
foods and beverages ready meals and Sauces and Seasoning.

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 2. White Onion Minced (Size: 2- 4mm, 1-3mm)

Taste / Flavour: Fresh, aromatic & spicy, from mild to pungent, characteristic of onion
Odour: Typical, mild to pungent, according to species, free from foreign odour.
Colour: White
Foreign Matter: Absent – This includes any foreign matter like glass, insects, wood
pieces, paper, metal, impurities, or any other Contaminant
Product Applications-
Bakery; Cereals & Convenience Foods & Snacks; Dietary Supplements; Food
Supplements; Frozen food; Healthy Food & Beverages and for Meat & meat products.

3. Fig 1.5 White Onion Powder

Size : 80 to 120 mesh

Packing : 20 kg. dual poly bag inside a strong carton
Taste / Flavour : Fresh, aromatic & spicy, from mild to pungent, characteristic of onion
Odour : Typical, mild to pungent, according to species, free from foreign odour.
Colour : Red
Foreign Matter : Absent – This includes any foreign matter like glass, insects, wood
pieces, paper, metal, Impurities or any other Contaminants
Product Applications-
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Healthy Food & Beverages; Infant Nutrition/ Baby Foods & Infant Formula; Meat &
meat products; Natural and Traditional Remedies .

4. Dehydrated White Onion Granules

Taste / Flavour : Fresh, aromatic & spicy, from mild to pungent, characteristic of onion
Odour : Typical, mild to pungent, according to species, free from foreign odour.
Colour : White
Foreign Matter : Absent – This includes any foreign matter like glass, insects, wood
pieces, paper, metal, Impurities or any other Contaminants

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 5. Fig 1.6. Dehydrated Garlic Chopped

Size : 1 mm to 5 mm size.
Packing : 12.5*2 aluminum foil bags in a carton
Taste / Flavour : Fresh, aromatic & spicy, from mild to pungent, characteristic of garlic
Odour : Typical, mild to pungent, according to species, free from foreign odour.
Colour : Golden Yellow, Light Brown
Foreign Matter : Absent – This includes any foreign matter like glass, insects, wood
pieces, paper, metal, Impurities or any other Contaminants.

6. Fig 1.7. Dehydrated Garlic Minced

Size : 1 mm to 3 mm size
Packing : 20 kg. dual poly bag inside a strong carton
Taste / Flavour : Fresh, aromatic & spicy, from mild to pungent, characteristic of garlic
Odour : Typical, mild to pungent, according to species, free from foreign odour.
Colour : Golden Yellow, Light Brown
Foreign Matter : Absent – This includes any foreign matter like glass, insects, wood
pieces, paper, metal, Impurities or any other Contaminants

7. Dehydrated Garlic Powder

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Size : 80 to 120 mesh

Packing : 20 kg. dual poly bag inside a strong carton

Taste / Flavour : Fresh, aromatic & spicy, from mild to pungent, characteristic of garlic

Odour : Typical, mild to pungent, according to species, free from foreign odour.

Colour : Golden Yellow, Light Brown

Foreign Matter : Absent – This includes any foreign matter like glass, insects, wood
pieces, paper, metal, Impurities or any other Contaminants.

8. Dehydrated Garlic Granules

Size : 0.2 – 0.5 mm , 0.5 – 1 mm

Packing : 20 kg. dual poly bag inside a strong carton
Taste / Flavour : Fresh, aromatic & spicy, from mild to pungent, characteristic of garlic
Odour : Typical, mild to pungent, according to species, free from foreign odour.
Colour : Golden Yellow, Light Brown
Foreign Matter : Absent – This includes any foreign matter like glass, insects, wood
pieces, paper, metal, Impurities or any other Contaminants

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 Size : 8 to 15 mm

Packing : 12 or 14 kg. strong poly bag inside a paper bag

Taste / Flavour : Fresh, aromatic & spicy, from mild to pungent, characteristic of onion
Odour : Typical, mild to pungent, according to species, free from foreign odour.
Colour : Red
Foreign Matter : Absent – This includes any foreign matter like glass, insects, wood pieces,
paper, metal, Impurities or any other Contaminants

ORGANIZATIONAL STRUCTURE OF AURA FOODS

Managing Partner: Jay Patel

Jay Patel serves as the Managing Partner, holding a pivotal leadership role in the
organization. As a key decision-maker, he is responsible for steering the company's overall
strategic direction, overseeing major business initiatives, and ensuring that the organization
operates efficiently and effectively.

Middle-Level Management Team:

1. Accounts Team:

The accounts team, led by a manager or supervisor, is responsible for financial

management, budgeting, and maintaining accurate financial records. They collaborate with
other departments to ensure financial transparency and compliance with regulatory
requirements.

2. Business Head:

The Business Head plays a critical role in developing and implementing business
strategies. They oversee various departments, aligning activities with organizational goals,
and ensuring profitability. The Business Head may also engage in market analysis to
identify growth opportunities.

3. Sales Team:

The Sales Team, managed by a Sales Head or Manager, focuses on revenue generation
through product or service sales. This team establishes and nurtures client relationships,
develops sales strategies, and contributes to the overall business growth.

4. Analysts:

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 Analysts, working under a manager, are responsible for data analysis, market research, and
generating insights to support strategic decision-making. They provide valuable
information to upper management for optimizing business processes and identifying
trends.

5. Procurement Team:

The Procurement Team, led by a Procurement Manager, manages the sourcing and
purchasing of raw materials or services necessary for production. They negotiate contracts,
evaluate suppliers, and ensure a cost-effective and efficient supply chain.

6. Quality Heads:

Quality Heads oversee the quality assurance and control processes within the organization.
They work closely with different departments to ensure that products or services meet
specified standards. Quality Heads contribute to maintaining the company's reputation for
excellence.

7. Operation Heads:

Operation Heads, managed by a senior operations manager, oversee day-to-day operational

activities. They coordinate with various departments to ensure smooth production
processes, timely delivery, and efficient resource utilization.

8. Quality Inspection Specialists:

Quality Inspection Specialists, working under the Quality Heads, focus on detailed
inspection and quality control procedures. They play a crucial role in maintaining the
highest quality standards, conducting tests, and ensuring that products meet or exceed
customer expectations.

Lower Management:
1. Securing Head:
The Securing Head manages security operations within the organization. This includes
overseeing security personnel, implementing safety protocols, and ensuring a secure
working environment for all staff.

2. . Workers and Operational Staff:

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Workers and operational staff form the backbone of the organization, engaged in various
tasks related to production, maintenance, and support functions. Their roles may include
machine operation, packaging, maintenance, and other operational duties.

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DEHYDRATION PROCESS

1. Lifting of Material for Dry Wash from Feeding Point:

At the outset, raw materials are lifted to the processing area, possibly through conveyors or
other lifting mechanisms. This material, which are onions, garlic, or spices, undergoes a
dry wash process. Dry washing typically involves the removal of loose dirt, debris, and
other impurities from the surface of the raw material without using water.

2. Peeling Process:
Following the dry wash, the raw material undergoes a peeling process. Peeling is a critical
step, especially if the final product requires the removal of outer layers or skins. This
process could involve mechanical peeling machines or other methods designed to
efficiently remove unwanted layers while preserving the integrity of the product.

3. Washing with Water:

After the peeling process, the material is subjected to a thorough washing with water. This
step is essential for the removal of any remaining impurities, residues, or substances that
may have adhered during the earlier stages. Clean water ensures the hygiene and safety of
the product.

4. Slicing and Cutting:

Once cleaned, the raw material undergoes slicing and cutting processes. This step is crucial
for achieving the desired size and shape of the final product. Precision in slicing and
cutting contributes to uniformity in the subsequent drying and processing steps.

5. Spreading Uniformly on Dryer Belt:

The sliced and cut material is then evenly spread on a dryer belt. This belt is part of a
drying system designed to remove moisture from the product. Uniform spreading ensures
consistent drying and quality across the entire batch.

6. Re-Drying Process in Bin Dryer:

The material on the dryer belt is subjected to a re-drying process within a bin dryer. This
controlled environment facilitates the removal of moisture to achieve the desired level of

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dryness. Proper drying is critical for extending the shelf life of the final product and
maintaining its quality.

7. Separation Process by Huller Machine:

Following drying, the material undergoes a separation process, potentially involving a
huller machine. This machine is likely used to separate the outer hulls or shells from the
edible portions, further refining the product.

8. Final Process for Removing Skin and Powder Material:

A final process is dedicated to removing any remaining skin or powder material. This step
ensures the production of a clean, high-quality product with minimal waste.

9. Sorting of Products by Sortex Machine:

The sorted material is then processed through a "Sortex Machine." This sophisticated
equipment is designed for precise optical sorting, ensuring that only products meeting
specific criteria in terms of size, color, or other characteristics move forward in the
production line.

10. Passing Through Magnet Detector:

As a quality control measure, the product passes through a magnet detector. This helps
identify and eliminate any magnetic contaminants that may have inadvertently entered the
process.

11. Passing Through Metal Detector and Filling of Bags:

Subsequently, the product passes through a metal detector, providing an additional layer of
quality assurance by detecting and removing any metal contaminants. Once the final
product is deemed free of impurities, it is carefully filled into bags.

12. Weighing and Bag Sealing Process:

Each bag is weighed to ensure accurate packaging, and a sealing process is employed to
preserve the freshness and quality of the product. This step involves sealing the bags
securely to prevent moisture and contaminants from compromising the contents.

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 13. Checking of Each Bag for Exports:
Quality checks are performed on each bag, ensuring that the packaged product meets the
required export standards. This meticulous inspection is crucial for maintaining the
reputation of the product in international markets.

14. Dispatch & Storage for Exports:

Finally, the sealed and inspected bags are dispatched for export. Proper storage conditions
are maintained to ensure the product retains its quality during transit and until it reaches its
destination.

In summary, the outlined process reflects a well-structured and thorough production

sequence, emphasizing cleanliness, precision, and quality control at each stage. From
initial material preparation to the final export-ready product, each step contributes to
the overall goal of delivering high-quality dehydrated onions, garlic, or
spices to the market.

MAJOR BUYERS/ CONSIGNORS OF AURA FOODS-

1. BAINS WHOLESALE FOODS LTD, CANADA

2. CG FOODS PVT. LTD, NEPAL
3. M/S DATAR & SONS LTD. L.L.C, UNITED ARAB EMIRATES.
4. M/s. SEIS ERRE ALIMENTOS, ARGENTINA.
5. MIYAR FACTORY FOR FOODS CO, BAHRAIN
6. NEDSPICE EMEA BV, NETHERLANDS, AND GERMANY
7. NUTRI FOODS GHANA LIMITED., GHANA
8. TOP-OP FOODS LTD, UNITED KINGDOM
9. LULU HYPER MARKET TRADING CO. QATAR
10. SUPER FOODS, BAHRAIN

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 1.2 Company Overview-

The current CEO of Aura Foods is ABHAY PATEL

Nature of business- Exporter and Manufacturer

Additional Business- Exporter Supplier

Headquarters- Mahuva, Bhavnagar Gujarat.

Type- Partnership Firm

Founded- 2020

Total no of employees- 51-100 Employees

Annual Turnover- 5-10 Crore.

Address of Headquarters- Survey no. 124, Savarkundla Road, opposite to Lakhupara

Cross Road. Village: Bhadara, Mahuva. District: Bhavnagar - 364290 INDIA

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2. SWOT ANALYSIS OF AURA FOODS.

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 STRENGTHS WEAKNESS

a) Engaging into vertical integration of a) Limited geographical

activities that is beyond just Presence that is operated in

processing. selective regions of the

b) Ensuring production of high quality world.

of dehydrated onions and garlics and b) Lack of face-to-face

vegetable products. interactions.

c) Within the esteemed offering, one c) Communication Challenge.

can find meticulously curated array d) Decision making delays.

of sophisticated goods for its

customers.
d) Commits to maintain ELB (Extra
low bacteria) in their dehydrated
products.
e) Presence of corporate hub in
Mumbai provides centralized
location for management.

OPPORTUNITIES THREATS

a) Promoting E- commerce and a) Competitive pressure.

expanding it can be an opportunity b) New Government policies
for Aura Foods. and regulations.
b) Aura Foods can depend less on c) Dependency of crops on a
external suppliers due to engaging in single hub.
vertical integration. d) Market perception.
c) Optimal locations for diversification
of business could be in USA, UK,
Middle East, and Asian countries.
d) Networking with other countries.
Client engagement

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2.1. STRENGTHS

1) Engaging into vertical integration of activities i.e. beyond just

processing-

Engaging into vertical integration helped Aura Food to expand its business operations
across different stages of production and exporting. Taping into different sectors such as
Farming, owning a huge acre of land and ensuring high quality raw material, handling
process- in the house materials etc, distribution and many other activities helped Aura
Foods to go beyond just processing.

2) Ensuring production of high quality of dehydrated onions and garlics

and vegetable products-
Due to Vertical Integration, Aura Foods ensures the production of dehydrated vegetables
items in a high-quality basis and supplying their customers the best of the quality products.
Direct oversight on the manufacturing process enables stringent quality control measures
and hence a high-quality goods.

3) Within the esteemed offering, one can find meticulously curated array
of sophisticated goods for its customers-
Aura food offers a diverse range of items or products reflecting a commitment to
excellence and meeting the requirements of their customers. A wide range of high-quality
products are offered to its clients understanding their requirements and delivering them on
a timely basis. With the wide range of products, Aura Foods also make sure that through
dehydration process, the nutrition benefit and the distinct flavours are preserved for its
customers.

4) Commits to maintain ELB (Extra low bacteria) in their dehydrated

products-
ELB likely refers to Extra Low Bacteria in any food items or products. This means that the
Aura Food promises to maintain a certain number of bacteria present through dehydration
process. They promise to maintain the quantity of bacteria lower than the normal in the

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dehydrated products to product the said items from the bacteria. This ensures that the food
or the products have a safe surrounding and longer will the shelf life.

5) Presence of corporate hub in Mumbai provides centralized location for

management-
The presence of corporate office in Mumbai serves as a strategic advantage in providing a
centralized location for management, coordination and strategic decision making. This also
helps in accessing to key markets both within India and abroad. Mumbai also provides
ample networking opportunities and proximity to other events, business, industries, and
financial institutions can foster collaborations, partnerships and business.

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2.2 WEAKNESS

1) Lack of face-to-face interactions-

Face to face interactions often allow for a more personal connection. Limited or lack in
personal contact may hinder the ability to build strong, trust-based relationship with clients
and potential consignors, exporters etc. This may also slowdown in decision making
processes or lead to suboptimal outcomes. Balancing virtual communication with
occasional in-person interactions when feasible can help address some of these challenges.

2) Limited geographical Presence that is operated in selective regions of

the world-
Focussing on specific regions may result in missed opportunities in untapped markets of
the world which would be helping in increasing the sales of Aura Foods. Limited regions
accessibility can increase the exposure to region specific risks such as political instability,
natural disasters, government uncertainties and regulatory changes in the country.
Operating in diverse regions helps in mitigating these risks.

3) Communication Challenge-
Relying solely on emails for communication can lead to potential misunderstanding or
misinterpretations, impacting the clarity and effectiveness of message, which may either
cause in delay in shipment or cancellation of orders. The lack of real time interaction may
result in delays in decision making processes, impacting the overall efficiency of
interactional business operations.

4) Decision making delays-

Due to lack of face-to-face interaction, real time interaction, there may be chances of
decision-making delays for its customers to purchase orders in bulk and hence this acts as a
hinderance and impact the overall efficiency of the international business operations.

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2.3 OPPORTUNITIES

1) Promoting E- commerce and expanding it can be an opportunity for

Aura Foods-
E- commerce operates 24/7 providing their customers with the flexibility to shop at their
own convenience, and this accessibility can lead to increased sales and customer
satisfaction. Switching to e commerce can help to reduce the operational cost and hence
cost-effective operations can be taken place.

2) Aura Foods can depend less on external suppliers due to engaging in

vertical integration-
Due to shifting to vertical integration, this helps the Aura Foods to depend less on external
suppliers and engage into different business operations. Aura Foods can indulge into
farming, where owning or controlling the farms or sourcing directly from the sellers to
ensure a high variety and quality of raw material supply, handling the dehydration process.
They can also include in distribution and managing different channels, transportations etc.

3) Optimal locations could be in USA, UK, Middle East, and Asian

countries-
Identifying optimal locations in countries like USA, UK and Middle East and Asian
countries present avenues for diversifications and expansions and tapping into new markets
and shaping their products according to their customer basis. Such countries have larger
consumer base and massive consumer market to tap into different demographics. By
strategically expanding to these regions’ businesses can capitalise on the diverse
opportunities offered by each market.

4) Networking with other countries-

Expanding a business network to other countries involves establishing and nurturing
connections with individuals, business, and organizations in different regions. By building
relationship and actively participating in industry events, trade shows, and business forums

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facilitates face to face interactions. This also foster trust and lays the foundation for future
collaborations.

5) Client Engagement-
The office in Antwerp, Belgium serves as an asset for client engagement. It also provides a
physical space for its clients to visit and foster direct communication, strengthening
relationships with people and building trust. Antwerp is also a strategic location which
enhances accessibility for its European clients to have interaction and face to face business
dealings.

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 2.4 THREATS

1) Competitive pressure-
Mahuva being a major hub for dehydrated onions and garlics in India, faces competition
from China, where garlic crops are significantly larger and have a distinct white colour.
This has led to a preference for Chinese garlic by some buyers, even if the price is
comparatively higher.

2) New Government policies and regulations-

Adhering to various government and their regulatory frameworks becomes more complex
when operating in different regions. Changing government and their laws creates
uncertainties for businesses. Ambiguity about future regulations can make it challenging
for Aura Foods to plan and strategize future decisions. Adapting to new standards can
result in increased compliance costs, impacting the overall financial health of the business.

3) Dependency of crops on a single hub-

The concentration of dehydrated onion and garlic production in Mahuva makes the
industry vulnerable to any fluctuations or challenges specific to that region, such as
climatic changes or production disruptions.

4) Market perception-
The perception of Chinese garlic as larger and of a different color poses a threat to the
market share of Indian-produced garlic, potentially affecting buyer preferences. Aura food
needs to actively manage their image, address concerns and align their practices with
positive values to mitigate the threat posed by market perceptions.

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3. STATEMENT AND OBJECTIVE

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3.1. Vision-

The vision of Aura Food is to be a Reliable Partner worldwide!

It believes consistently demonstrating trustworthiness, integrity, and effectiveness in
business.
It aims to become a "Reliable Partner worldwide" reflects its dedication to being a reliable
and stable player in the international food market. In addition to being a desire, this vision
is a strategic direction that directs the company's decisions, operations, and interactions
with stakeholders. Essentially, Aura Food hopes to be a pillar of stability, build enduring
relationships, and support the maintenance and expansion of the world food chain.
The business sees itself as a reliable partner that can be counted on to provide goods in the
proper amounts, on schedule, and with complete supply chain traceability. This
dependability supports Aura Food's performance as well as the success of its global
partners and customers.

Building solid, open relationships is essential to being a trustworthy partner. Aura Food
aspires to be a company that works efficiently and transparently with all parties involved,
including suppliers, employees, customers, and government agencies. Aura Food's mission
to become a "Reliable Partner worldwide" reflects its dedication to become a dependable
and unwavering force in the global food industry.

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3.2 Mission-

The mission statement emphasizes a commitment to enhancing the quality of life for
customers and consumers through the delivery of high-quality products and services. The
organization aims to cater to diverse needs, lifestyles, and cultures while striving for
dynamic and profitable long-term growth to maximize overall value. The primary focus
areas highlighted include Dehydrated Onion, Dehydrated Garlic, and Indian Spices.

The commitment to enhancing the quality of life implies a customer-centric approach,

prioritizing the satisfaction and well-being of those served by the organization. This can
involve various aspects, such as providing products that contribute positively to health and
convenience, as well as ensuring a positive overall experience for customers.

The emphasis on high-quality products and services aligns with the goal of meeting
customer expectations and maintaining a positive reputation in the market. Quality can be
interpreted in various dimensions, including the sourcing of raw materials, production
processes, adherence to industry standards, and continuous improvement efforts. The
organization may employ rigorous quality control measures to ensure consistency and
excellence across its product range.

The mention of different needs, lifestyles, and cultures suggests an understanding of

diversity among the target audience. This recognition may involve tailoring products and
services to suit specific preferences, dietary requirements, and cultural nuances. It could
also extend to considerations of sustainability and ethical practices, reflecting a holistic
approach to meeting customer expectations.

The pursuit of dynamic and profitable long-term growth indicates a strategic orientation.
This involves not only achieving financial success but doing so in a sustainable and
adaptable manner. Strategies for growth may include market expansion, innovation,
diversification, and strategic partnerships. Long-term growth, as opposed to short-term
gains, suggests a focus on building enduring value and resilience in the face of changing
market dynamics.

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Creating the greatest possible value is a broad objective that encompasses both economic
and non-economic dimensions. Economic value creation involves maximizing returns for
stakeholders, including shareholders, employees, and suppliers. Non-economic value may
involve contributions to the community, environmental stewardship, and ethical business
practices. The organization may engage in corporate social responsibility initiatives to
fulfil this aspect of its mission.

The identification of key business areas - Dehydrated Onion, Dehydrated Garlic, and
Indian Spices - provides clarity on the organization's core competencies. Specializing in
these areas allows the organization to concentrate resources, expertise, and innovation to
excel in specific product categories. It also signals a strategic focus on areas that may align
with market demand or the organization's unique capabilities.

In summary, this mission statement articulates a comprehensive commitment to

customer satisfaction, product quality, cultural sensitivity, and sustainable growth.
The organization's dedication to its key business areas underscores a strategic
approach to capitalize on strengths and opportunities in the market. By adhering to
this mission, the organization aims to not only meet but exceed the expectations of its
customers while contributing positively to the broader communities it serves.

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 3.3 Objectives-

1. Consistent quality-
Aura foods believe in consistently delivering high quality dehydrated products for its
customers. Maintaining the said quality bar with building trust and confidence in the
products is also essential. The products undergo scrutiny to ensure quality and compliance
with standards. The organization ensures that with the consistent quality, the customers
satisfy and have a positive brand reputation.

2. On time delivery-
Ensuring on time delivery of products to its customers and fulfilling commitments towards
them is an important and critical aspect of Aura Foods. They understand that punctuality
instils confidence in the mind of their customers and delivering the products on the timely
basis helps them to retain their position in the minds of their customers.

3. Transparency-
Being transparent and having an open communication is essential for the working of any
organization and this Aura Foods understand and accordingly work on it. Providing clear
and honest information fosters trust and ensures that all parties are well informed.
Transparency not only includes between customer and the organization but also within an
organization between employees for the smooth working. This involves keeping employees
informed about the goals, performance and threats that may affect Aura Foods.

4. Adherence to agreements-
Adhering to agreements is crucial for any organization as helps in maintaining integrity,
fosters trust and encourage to achieve organizational goals. Fulfilling the agreed terms of
the agreements demonstrates that the company believes in integrity and ethical business
practices, and this in turn enhances the goodwill of the company.

5. Adaptability and Innovation-

Aura Food understand the importance of Innovation and Adaptability in this era of age,
where there is not much things constant and customers demand changes every new day and
hence Aura Foods evolve with the upcoming and current market trends and technological
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 advancements ensures that Aura Foods continue to provide the best of products to their
customers for long time.

6. Customer satisfaction-
The organization, Aura Foods understand and prioritize Customer satisfaction on the
topmost level. It aims to create a positive and memorable experiences for its customers so
that they could retain and build brand loyalty towards Aura Foods. Customer satisfaction
also ensures a successful position in the market for a long time.

In short, being a reliable partner worldwide involves consistently understand what

the market or their customer needs with the on-time delivery basis and having a clear
and open communication between different parties for the smooth functioning of the
business and that is what Aura Foods understands and try to hold the position of
being a reliable partner worldwide.

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32
4. REASONS FOR CHOOSING THIS COMPANY FOR INTERNSHIP STUDY

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 The decision of choosing Aura Foods which manufacturers dehydrated onions and
garlics for my internship was influenced by various factors such as follows-

1. Product Specialization-
Prior to my internship at Aura Foods, I lacked awareness regarding the significance of
dehydrated onions, garlics, spices, and other vegetables in the preparation of everyday
convenience foods, so upon acquainting myself with the product specification, I decided to
pursue an internship at Aura Foods.
Aura Foods helped me in providing in-depth exposure to the production processes, quality
control, and market dynamics within this sector.

2. Learning Opportunities-
Interning at Aura Foods provided invaluable learning opportunities in the realm of
dehydrated vegetables. I gained a comprehensive understanding of their diverse types,
processing techniques, and applications in the food industry. The hands-on experience
allowed me to delve into the drying process. Engaging with experts at Aura Foods
enhanced my knowledge, fostering a practical appreciation for the role of dehydrated
vegetables in culinary innovation. The exposure to various aspects of this field equipped
me with skills that extend beyond theoretical knowledge, proving instrumental in my
professional growth.

3. Industry Reputation-
Aura Foods Manufacturers have a strong reputation in the industry for producing high-
quality dehydrated onions and garlics. Researching their expertise and standing in the
market have influenced my decision and as learning from a well-established company can
provide me with valuable insights and experiences.

4. Company Values-
Aura Foods places paramount importance on its customers, embodying a set of core values
that prioritize their satisfaction and well-being. The company is committed to delivering
high-quality products that meet and exceed customer expectations. Integrity and
transparency define Aura Foods' interactions, ensuring an honest and trustworthy
relationship with its clientele. Customer feedback is not merely welcomed but actively
sought, fostering a culture of continuous improvement. The company strives for
innovation, tailoring its offerings to evolving customer preferences while maintaining a

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 steadfast commitment to quality and safety. Aura Foods emphasizes customer-centricity
throughout its operations, from product development to post-purchase support.

This dedication manifests in personalized services, efficient problem resolution, and a

genuine desire to enhance the overall customer experience. By placing customers at the
centre of its values, Aura Foods builds enduring relationships, recognizing that satisfied
customers are not just patrons but advocates who contribute to the company's success
through their loyalty and positive word-of-mouth.

5. Geographic location-
The geographical location of Aura Foods Manufacturers has played a role in my decision.
Proximity to key industry hubs in Mahuva, Gujarat and Antwerp in Belgium has boasted
my interest in Aura Foods as-
Mahuva, Gujarat: Being situated in Mahuva provides access to major ports, facilitating
efficient transportation and reducing shipping costs. Gujarat's robust infrastructure supports
seamless connectivity to global markets.
Antwerp, Belgium: Antwerp is a major European port, strategically positioned for access
to various European markets. It acts as a gateway to the European Union, allowing for
streamlined distribution across the continent.

6. Company Culture
The overall culture at Aura Foods, including its work environment, employee relations, and
commitment to employee growth, could be a deciding factor. A positive and supportive
company culture enhances the internship experience. The company culture at Aura Foods
reflects its values, beliefs, and practices that collectively shape the work environment and
employee experience. A strong company culture is crucial for fostering collaboration,
innovation, and a positive atmosphere.

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5. MY ROLES AND DUTIES AS AN INTERN-

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 My internship in Aura Food was in the Analyst department.

1. Identifying the potential clients and customers and systematically collect relevant
data’s pertaining to them-
In the initial days of my internship, I was given the responsibility to sort a bunch of excel
sheets containing customers ordering a variety of dehydrated onions, garlics, vegetables,
and spices.
In some of the excel sheets there were consignors who were demanding products which
were not produced by Aura Foods and I was asked to filter them out.

2. Upon organizing the datas, next was extracting the pertinent information associated
with the sorted dataset-
After the organization of the datas, the next duty I performed was extracting the required
information of the sorted-out companies or consignors and maintaining them in a separate
excel sheets.
The informations which were needed of the companies were the Email id, contact no,
address of the company, website url,linkedin profile of the company and facebook etc.

3. Researched about the companies who use dehydrated onions, garlics, spices, or any
other vegetable for their business in the European countries like Germany, France-
My manager gave me an opportunity to find out about the companies who uses dehydrated
onions and garlics and other vegetables in their business in the European countries. These
ingredients such as degydrated onions and garlics are widely utilized for their convenience
extended shelf and concentrated flavours.

4. Creating a compelling PowerPoint presentation for the company to share with its
clients and customers-
My internship also gave me an opportunity on cross-functional tasks to enhance efficiency
and synergy within the work environment. I worked with the marketing team and created a
compelling PowerPoint presentation for the company to share with clients which include
key information about the company, its different dehydrated products, achievements, and
any relevant details for the customer to study before signing the deal with the Aura Foods.
I was advised to maintain a professional and engaging design to effectively convey the
company’s strengths and value position in the market.

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4. Compose and sent emails to potential business houses along with attaching company
brochure for informational purposes-
Craft personalized emails addressing to the prospective buyers of dehydrated onions,
garlics, spices and providing them a comprehensive overview of the company and
attaching a company brochure to offer a detailed insight into the dehydrated products
offered.

5. Sending the emails to the Supply chain manager, Logistic manager inventory
manager etc-
In the later stage of my internship, I was tasked with sending emails directly to the Supply
chain manager, Logistic manager, inventory manager etc as it helps to establish a direct
communication with the key decision- makers and ensures that important information,
proposals, or updates reach the highest level of authority and facilitates quicker decision-
making processes.

Fig 5.1. Attached a copy of responses collected from clients.

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6. Maintaining Excel sheets with the information of various companies-
I maintained excel sheets of various companies ordering the dehydrated vegetables. The
Excel sheet functions as a consolidated database for communication-related data from
several firms. With columns recording information such the firm name, contact
information, email address, communication date, and type of correspondence and each row
can represent a different company interested in buying dehydrated onions and garlics and
vegetable.

7. Generating Reports-
Utilizing be the Excel sheets to generate reports summarizing the communication status,
response rates, and overall engagement metrics. These reports can be valuable for
assessing the effectiveness of outreach efforts and informing future strategies. The
communication status report provides a comprehensive overview of the current state of
communication with various companies, highlighting opened emails, received responses,
and pending follow-ups.

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 Fig 5.2 A copy of excel sheets of different clients with quantities of dehydrated
vegetables requirements

6. LEARNINGS DURING THE INTERNSHIP

40
1. How to cross-check the company or the client’s information from the trusted social
media sites-
As I started the internship, I quickly understood that cross-checking a company or client's
information from trusted social media sites involves a thorough and systematic verification
process to ensure accuracy and reliability.
Ensure that details like company name, key personnel, and contact information align.
Check for recent posts, updates, and interactions, as an active and engaged online presence
adds credibility.

2. The need of networking skills-

I had the chance to build relationships with the experienced professionals, working in Aura
Food including supervisors, colleagues, and mentors. Strategic networking aids in
accessing the hidden job market and securing positions that may not be publicly advertised.
Networking is essential for success in the contemporary professional landscape. Whether
advancing a career, growing a business, or acquiring knowledge, effective networking
opens doors and creates opportunities. By understanding the foundation, embracing the
multifaceted benefits, and adopting strategies for cultivation, individuals can harness the
power of networking to propel their professional journeys forward. These connections can
provide guidance, support, and valuable advice throughout my career.

3. Development of Communication Skill-

I learnt how to communicate effectively in a professional setting, including writing emails,
participating in meetings, and conveying ideas clearly to colleagues and supervisors.
Collaborating on the projects fosters teamwork and interpersonal communication skills as i
was working along colleagues with diverse backgrounds.
Good communication is essential to internship success. It is necessary for asking for help,
interacting with others, comprehending assignments, and expressing ideas. Communication
abilities have a direct impact on an intern's capacity to pick up new skills, make
contributions, and fit in at work.

41
4. Industry specific knowledge-
Understanding the industries an intern is working is also important as it forms the
foundation for our understanding of the sector, enhances our contribution to the
organization, and accelerates our professional development.
I needed to comprehend the intricacies of food manufacturing processes, from raw material
sourcing to production, packaging, and distribution is important. A solid understanding of
these processes allowed me to contribute more effectively to tasks, identify areas for
improvement, and engage in meaningful discussions with team members.

5. Customer- Vendor Relationship- Understanding Customer Needs:

Recognizing and understanding the needs, preferences, and expectations of customers is
crucial. Analysing data from various touchpoints, such as website analytics, customer
service interactions, and sales data. Data-driven insights can reveal patterns and trends that
highlight customer behaviours and preferences.
I learned to gather customer feedback, conduct surveys, and analyse market trends to better
understand what customers value in products.

6. Problem Resolution:
Interns must learn how to handle customer complaints and resolve issues promptly.
Conflicts may arise, but how they are resolved defines the strength of the relationship. A
proactive and fair approach to conflict resolution helps maintain the relationship during
challenging times. Dealing with customer concerns provides interns with valuable
experience in problem-solving, conflict resolution, and customer retention strategies.

42
7. Building Trust and Credibility:
Establishing trust is fundamental to fostering long-term customer relationships. Reliable
delivery of products or services, meeting deadlines, and consistently providing quality
contribute to the establishment of trust. Trust is a two-way street, and both customers and
vendors need to demonstrate reliability.
Interns can observe and contribute to building trust through consistent product quality,
transparent communication, and delivering on promises.

In summary I learnt that a successful customer-vendor relationship is built on open

communication, trust, quality offerings, excellent customer service, flexibility,
collaboration, fair pricing, feedback mechanisms, effective conflict resolution, and a
long-term perspective. Cultivating a positive and symbiotic relationship benefits both
parties and contributes to overall business success.

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7. CHALLENGES

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1. Fast paced environment-
The fast-paced environment in food manufacturing industries is characterized by a
dynamic and rapidly evolving production setting where efficiency, precision, and
adaptability are paramount. This challenging environment is shaped by various factors that
demand quick decision-making, streamlined processes, and a commitment to meeting tight
deadlines. And as an Intern i needed to adapt to the urgency of completing assignments
promptly making time management a critical skill to master.
How I overcame- Though initial days were difficult but with the help of my manager and
my colleagues, I was able to adapt to the fast-paced environment of Aura Foods, and
quickly understood the working pattern of Aura Foods.

2. Maintaining loads of excel sheets of different company-

Maintaining the monthly sheets and finding the relevant information about the company
such as phone no, email id, address of the organization was a tedious task at first but later
when I got the hang of it, I was able to maintain it systematically and effectively.
Arranging the datas in a perfect order whilst updating them from period to period, so that
no information is uncaptured and unrecorded for the organization.
How I overcame- with time and patience, I was able to maintain the datas and excel sheet
systematically which made my employers and supervisors happy with my work.

3. Individualism-
I was hesitant to voice my opinions in the initial days. Sharing my ideas with my superiors
or even my colleagues was a difficult task for me. I was just working for my growth, my
self-reliance and not for organizational growth and development and hence I could not
contribute any new ideas.
How I overcame- But this attitude of mine was changed when my manager persuaded me
and gave me a responsibility to design Aura Foods portfolio presentation, though I was
startled at first but this gave me a major boast and I was able to voice my opinions and
create an eye-catching presentation for Aura Foods.

45
4. Working in excel-
As I was not a frequent user of Microsoft excel so working fully on excel was a little
uncomfortable for me in the initial days. I was also struggling with ensuring accurate data
entry, leading to errors in the excel sheets, data entry with finding correct information
about the company and sending them the brochure of our company in the right email
address, this made the company see the brochure of Aura Foods and decide whether to
purchase the order from aura foods.
How I overcame- this challenge of mine was overcome by actively seeking training
resources, tutorials, and guidance from my experienced colleagues.

5. Limited Authentic Source of Data-

With the numerous amounts of information about a company available on the internet,
finding the right company with its right email address and phone number was a challenge
which required a lot of my time in the initial days of my internship. There were also some
instances where a particular company or organization had little information with missing
either a phone no or email address. During those times my company made a call to the
respective organization and asked for their working email address.
How I overcame- with time, I was able to work quicker and sort the validated and trusted
sites with non-trusted ones so that I could get the correct information about the company.

6. Time Zone Differences:

Since Aura Foods basically dealt with exporting dehydrated onions and garlics and other
vegetables to the foreign market and foreign countries like Canada, United States of
America, Kuwait, Qatar, United Arab Emirates etc, so communicating with them becomes
one of the major challenges for Aura Foods as there is difference in time zones of different
countries with India.
Collaborating with team members, mentors, or supervisors in different time zones can lead
to challenges in scheduling meetings and coordinating work.

How the company resolved- Establishing clear communication protocols, finding

mutually convenient meeting times, and leveraging asynchronous communication tools can
help overcome time zone differences and can benefit both the seller and the buy of
dehydrated onions and garlics and other vegetables.

46
7. Team Dynamics-
There were many interns roughly around my age who were also working in Aura Foods
along with me. Proving oneself in front of their superiors is important for any interns, so
there is always a coworker’s competition between coworkers or interns working within the
same organization.
Though competition between interns or employees act as a positive approach for
organization as it acts as a competitive environment and this often leads to increased
productivity as individuals strive to outperform their peers. This can result in higher
efficiency and better outcomes for projects and tasks.

In the end with all the difficulties I faced in Aura Foods, I also gained some useful
insights about the market and planning to put it in a good use to understand the
market dynamics.
The company's ethos of fostering a positive and inclusive work environment instilled
within me a deeper appreciation for the significance of peace, harmony, and personal
well-being in the workplace.

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CONCLUSION

48
Embarking on my journey as an intern at Aura Foods has been an enriching and
transformative experience, providing insights into the dynamic world of dehydrated onions
and garlics production. Over the course of my internship, I have had the opportunity to
delve into various aspects of the company's operations, culture, and industry dynamics,
shaping both my professional growth and personal development.

Aura Foods, a leading player in the dehydrated onions and garlics industry, became the
canvas for my internship experience. Under the visionary leadership of Managing Partner
Jay Patel, the company's commitment to quality, innovation, and sustainability laid the
groundwork for a unique learning journey. This narrative encapsulates the multifaceted
dimensions of my internship, from the initial expectations to the day-to-day experiences
that unfolded.

Initial Expectations and Learning Objectives:

As I stepped into the Aura Foods, my initial expectations were a blend of anticipation and
eagerness to gain practical insights into the intricacies of dehydrated onions and garlics
production. The learning objectives were well-defined, aiming to understand the entire
production process, from sourcing raw materials to the final product's quality control.
Additionally, I aspired to absorb the nuances of the company's culture, observe its
collaborative dynamics, and explore the intersections between various departments.

Leadership and Mentorship:

The leadership at Aura Foods, exemplified by Manager Abhay Patel, has been a guiding
force throughout my internship. Witnessing visionary leadership in action has been an
educational experience. The clarity of vision, strategic decision-making, and the ability to
steer the organization through dynamic market conditions have left an indelible mark on
my understanding of effective leadership.

Mentorship played a pivotal role in shaping my internship experience. Collaborating with

experienced professionals across departments allowed me to tap into a wealth of
knowledge. The mentorship provided insights into industry nuances, career guidance, and a
supportive
49
framework for navigating the challenges inherent in the professional landscape. With the
help of my colleagues and my manager Abhay, I was able to navigate and excel in various
facets of my professional responsibilities. Abhay Patel's guidance and partnership played a
pivotal role in enhancing my performance and achieving significant milestones during our
collaborative endeavours.
Abhay Patel, as my manager, demonstrated a leadership style that fostered open
communication, constructive feedback, and a shared commitment to success. His
experience and expertise served as a guiding light, providing valuable insights into the
intricacies of our projects and the broader professional landscape.

Innovation and Adaptability:

The commitment to innovation and adaptability at Aura Foods became apparent as I

witnessed the integration of advanced technologies and methods. The emphasis on staying
ahead of market trends, exploring new production techniques, and leveraging data-driven
insights for decision-making showcased a company culture that values progress and agility.

Being part of a workplace that encourages innovative thinking has broadened my

perspective on problem-solving and instilled in me an appreciation for adaptability in the
face of change. The continuous pursuit of improvement is embedded in Aura Foods' ethos
and has left a lasting impression on my professional mindset.

In the end all I would say is that, my internship at Aura Foods has been a transformative
journey, offering a panoramic view of the intricacies within the dehydrated onions and
garlics industry. From the hands-on experiences in production to the strategic insights
gained through collaboration with various departments, each moment has contributed to
my growth as a professional.

The company's commitment to quality, innovation, sustainability, and social responsibility

has set a benchmark for what a conscientious and forward-thinking organization can
achieve. The leadership's visionary approach, coupled with mentorship and a culture of
collaboration, has been instrumental in shaping my understanding of effective leadership
and organizational dynamics.
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As I reflect on my time at Aura Foods, I carry with me not just technical knowledge but a
holistic understanding of how a successful organization operates. The lessons learned,
relationships built, and experiences gained during this internship have equipped me with
valuable tools for navigating the professional landscape. I am grateful for the opportunities
provided, the challenges overcome, and the insights gained during my time at Aura Foods
– an experience that will undoubtedly shape my career trajectory in the years to come.

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WEBLIOGRAPHY

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PLAGARISM

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