COMPANY PROFILE AACHI GROUP was found in the year 1998 by Mr. A.D.Padmasingh Isaac, a first generation Entrepreneur with BBA and hailing from Nazareth in Tirunelveli District of Tamil Nadu. Mr. Isaac had earlier served for Godrej Soaps as Area Manager for over a decade.The tamil word ‘Aachi’ is used for addressing women with respect. It has also been derived from the word “Aatchi” which means ‘to rule’. In Silappathikaram, a Tamil epic, the AACHIYAR FAMILY provided food and shelter to Kovalan and Kannaki, the legendary couple! Undoubtedly, AACHI has come to rule the kitchen today! The companies which are under the shadow of AACHI roof are: AACHI MASALA FOODS (P) LTD
AACHI SPICES & FOODS (P) LTD AACHI SPECIAL FOODS (P) LTD AACHI has become a household name because of its excellent quality products and at the same time catering to the common man at prices affordable by him. The product range is so wide and backed up by quality products that no household can afford to miss Aachi products from kitchen. The success of the brand “Aachi” may be attributed to meet the demand of consumer from all walks of life at affordable price. AACHI Group, which started as a small proprietorship concern in 1998, has enlarged its branches.The Sales turnover for the year 2010-11 has touched Rs.448 Crores from Aachi Masala Foods (P) Ltd alone. The
total
turnover
of
the
Group
has
reached
Rs
700
Croresduring2010-11.
Today’s pace and pressures on the time of home makers have made AACHI to sharpen focus and cater better to customer’s increasing needs.
THE WINNING STRATEGY The phenomenal success of AACHI in the shortest span of time stems from its consumeroriented approach and for any branded company of equivalent dimension would have taken several decades, stems from its consumer-oriented approach. AACHI’s R & D develops the products as per the consumer’s needs. Conforming to International quality guidelines and specifications which are very stringent for Food Processing Industries, the products are manufactured adopting the stateof-the-art and latest technology in the hygienic environment. AACHI’s CORE STRENGTHS Dedicated and Motivated Team Loyal customers Continuous market analysis and Survey of customer needs Strong resources & Marketing Network
Excellent Quality products Standardization & upgradation of products as per international standards Adherence to International business standard ethics Targetting the market of all walks of life
Excellent Brand Recall AACHI Group’s turnover has been increasing at Compounded Annual Growth Rate of 30% over the last three years which is higher than that of the national average of 15% for Food Processing Industries. The Growth Rate has been 38% during 2010-11 over 2009-11.The Economic Slowdown in all Industrial sectors. AACHI Group could achieve higher turnover even during the Economic Slowdown in all Industrial sectors. AACHI avails currently 150 product ranges in different pack sizes to suit every household.
AACHI’s wide range of products include Pure and Blended Spice powders (Masalas)
Wheat products Edible Oil Ghee Ready to Cook products Asafoetida Papad Rice and Wheat products for Diabetic patients
Tea Biscuits Vegetable pickles ,rice paste varieties & thokku varieties
Soups To be efflorescent, AACHI has lined up few products which are to be launched soon. Mineral Water Snacks products Frozen Foods (Veg. & Non Veg.) Fruit juices & Beverages
Non Veg Pickles AACHI’s products reach the consumers through 3500 Agents and 10 Lakh Retailers.This is the single greatest strength of AACHI! The product range is classified to be 8 divisions for better and easy distribution. To strengthen our distribution network keeping in view the contribution to the society, AACHI has identified a new channel to distribute the products with the help of “Women Self Help Groups” By adopting this strategy of distribution, currently 3000 women are engaged. This number is expected to reach 1 Lakh very shortly. After distribution through Women Self Help Group, There is increased visibility in sales of products after distribution through Women Self Help Group. It also it generates income for the women folk.
Ever increasing AACHI range of products has forced its customers to feel that, the entire range of products should be made available under one roof. This has given birth to the creation of “MODEL SHOPS”. These shops will be of franchise type, which sells the entire range of AACHI products.Customers who visits these shops will never miss any of the Aachi products of his/her choice. It is also planned to deliver from these shops the customers’ requirements at their door steps. This process of establishing Model Shops is gaining momentum and it is planned to establish around 10,000 Model Shops by this year end in Tamil Nadu alone.As AACHI gained No. 1 brand in TamilNadu AACHI steps her foot ahead into other southern states, Maharashtra, West Bengal etc. A vigorous drive has been undertaken to achieve a good shares in exports too. The marketing activities are viewed by the expertised and qualified personnel under the able Leadership and Guidance of AACHI Group’s Chairman Mr. A.D.Padmasingh Isaac. Mr.Isaac strongly feels “An empowered organization is one in which individuals have the knowledge, skill, desire, and opportunity to personally succeed in a way that leads to collective organizational success.” “Aachi” gained recognition as The Best FMCG Company for the year 2007 by a survey conducted by “Sai Ram Institute of Management Studies”. The Chairman Mr. Isaac has been recognized by the Rotary Club as the ”Best Entrepreneur”. Mr Isaac has also been elected to the Southern Regional Council of CII recently, representing Tamil Nadu and is the Chairman of MSME Panel of CII Chennai Zone. Mr. Isaac has been conferred with the ‘Extreme Entrepreneur Award for 2010’ by the Silicon Valley Indus Entrepreneurs USA known as TiE. He is a famous speaker on Entrepreneurship in several reputed Business Schools and has plans to start AACHI INSTITUE OF RETAIL MANAGEMENT which will provide 100% placement to the students. AACHI also sponsors several International and National Conferences for the benefit of industry and trade through CII and FICCI regularly. Mrs. Thelma Isaac, wife of Mr. A.D.Padmasingh Isaac, a highly successful first generation woman entrepreneur, who is the Managing Director of Nazareth Foods Pvt Ltd, has been awarded the prestigious “Magalir Virudhu” on the occasion of Centenary of Women’s Day.
Two sons of Mr. Isaac namely Mr. Ashwin Pandian (B.E.,MBA(USA)) and Mr. Abishek Abraham (B.Tech.,MBA(SPJain)) are actively associated with the Aachi Group as Directors and look after the various departments efficiently . AACHI MASALA FOODS (P) LTD is also planning to set up a manufacturing unit for the grinding of chilly, coriander etc. Besides setting up Fruits Processing, Pickle manufacturing, Spices Park and Cold storage units in Gummidipoondi Industrial Estate at a capital cost of Rs 50 crores including World Bank Grant of Rs 5 Crores and Govt of India subsidy of Rs 11.25 Crores. This project which is unique of its kind and rural centric in nature will improve the living standards of lakhs of villagers and fulfill the vision of Dr. Abdul Kalam – ‘Providing Urban Amenities in Rural Areas’ (PURA) AACHI SPICES & FOODS (P) LTD which also owns the AACHI Brand has embarked upon a project for the manufacture of vegetarian and non vegetarian pickles, mineral water and fruit juices etc. AACHI has established an enormous FOOD PARK at an estimated capital cost of RS 14 crores at Red Hills, Chennai.
Founder Mr. A.D. Padmasingh Isaac, Chairman and Managing Director of AACHI Group of Companies was born in Dec 1955 in a middle class family at Nazareth, Tirunelveli District. He did his graduation in Business Administration from Aditanar College, Tiruchendur and joined for Godrej Soaps as Sales Officer. In view of his excellent and meritorious performance, within two years he was promoted as Area Sales Manager in charge of Tamil Nadu. His 10 years of experience in Godrej Soaps that kindled his entrepreneurial spirit in Mr. Isaac! In 1998, he started with a product of Liquid Blue and thereafter, introduced AACHI MASALA products in rural and semi urban areas of Tamil Nadu. He is well knowledged in the abundant market potential of all standards of work life before several MNCs stepped in aggressive rural marketing.Within 12 years, AACHI has out beaten its competitors and has emerged as the No.1 FMCG Brand in South India.
Today, AACHI has 150 products! There are over 3500 exclusive agents and 10 lakh retail outlets all over India and abroad! Besides AACHI product launched in Chennai today, will be available in the posh corner of Tamil Nadu within six days that isolates the vast and efficient retail marketing network of AACHI! AACHI GROUP has been achieving record sales turnover over the years and for the concluded financial year end March 31, 2011. The group sales turnover is 700 Crores! It is expected to stride the magical figure of Rs 1000 Crores by March 2012! AACHI has provided employment to several hundreds of women and nearly for 40 physically challenged persons. About 5000 families relay on AACHI and 20,000 individuals earn their livelihood because of AACHI! AACHI has also undertaken Rural Rejuvenation Program jointly with Isha Foundation. Mr. Isaac is also planning to start a Micro Finance Institution with the support of generous overseas, lending agencies to meet the credit needs of the wide network of Retail outlets numbering over a million! There are plans to set up Aachi Institute of Retail Management to meet the AACHI’s manpower requirement and AACHI School of Business Management to develop eminent Entrepreneurs. Mr. Isaac is a firm believer in the dictum that Entrepreneurs are made not born! He exhorts young people to become entrepreneurs and enlightens them!! He is a star speaker in various reputed Business Schools, Industrial Associations. Today, he markets AACHI range of products manufactured over 24 MSMEs and has plans to increase it to 100 MSMEs by 2012. It is the exorbitant quality in him that catapulted him to become the Chairman of MSME Panel of CII, Chennai Zone. Besides AACHI Brand, Mr. Isaac had developed recognised brands such as BLESSO, SABASH, TWINKLE, TWIN BIRDS, RANI, PONNI etc., SABASH market products such as cough syrup in affordable packs, coconut oil, gingelly oil, tooth powder, Chill – o – Chill oil, Rheuma Thailam etc. Gulab Jamun MIx and Badam Drink Mix of the Brand AACHI are the successful products . Badam Drink mix which was earlier considered for the rich has become the drink of a common man as it is sold in a pack that costs Rs 3/AACHI products had not only prospered in India but also in several countries such as USA, Canada, Netherlands, UK, Switzerland, Belgium, Malaysia, Singapore, Australia, UAE, Angola etc. shortly AACHI products will be launched in Kuwait, Saudi Arabia, Sri Lanka, Maldives and Seychelles.
AACHI has provided livelihood to several thousands of Women Self Help Groups. AACHI products are distributed by SHGs and the members are benefited by earning commission. Thus generating income for the rural women folk. Mr. Isaac is a passionate. His wife Mrs. Thelma Isaac is a highly successful woman entrepreneur and the Managing Director of Nazareth Foods Pvt Ltd. She has received several awards and she is the soul behind the success of AACHI! Her two sons namely Mr. Ashwin Pandian, a Graduate Mechanical Engineer with MBA from USA and her younger son Mr. Abishek Abraham, a Graduate Technologist in Food Technology with MBA from the famous SP Jain, Mumbai. Mr. Ashwin Pandian looks after Production, Logistics and New Projects while Mr. Abishek Abraham takes cares of Marketing, Advertisement, quality control, R&D Development and New Products Launches. AACHI had undertaken several new projects. The project at Gummidipoondi envisages in setting up cold storage and manufacture of Pure and Blended spice powders. In India, annually over Rs. 1 lakh cores worth agricultural produces that are wasted because of insufficient storage facilities. This project addresses the issue and saves nearly 5000 tonnes of agricultural produces annually. AACHI has also undertaken another project at Red Hills, in Chennai to manufacture mineral water, pickles, fruit juices etc at a capital cost of Rs.14 Crores. Mr. A. D. Padmasingh Isaac is the proud recipient of ‘EXTREME ENTREPRENEUR OF THE YEAR 2010 AWARD’ from the The Indus Valley Entrepreneurs (TiE), Silicon Valley, USA. He is chosen for this prestigious award out of over 1600 contestants by an eminent panel of juries. Mr. Isaac is also the elected member representing Tamil Nadu in the Southern Regional Council of CII. He is presented with Best Entrepreneur Award by several leading Business Schools, Universities, Rotary Club etc. Mr. Isaac is a Trust member and Correspondent of ICI Matriculation School in Chennai. All workers are provided with best food and shelter. It is the satisfaction of all stake holders that has put AACHI in numero one position. TQM and Good Manufacturing Practices are a way of life in AACHI! Mr. Isaac ‘s vision is to make AACHI a common brand, Food related FMCG products in India akin to WALMART in USA which outsources best products and markets them in its brand name. Ultimately, the word AACHI, derived from the word ‘AATCHI’ in Tamil which means to rule, AACHI will be the QUEEN OF ALL KITCHENS!!
Directors Desk P. Ashwin Pandian – Heads operations, Logistics, New Project. P. Abishek Abraham – Heads. Marketing, R&D and Quality Control, New product Launches, Branding. India introduced the exotic spices to the world and holds 86 percent of world’s spice production now. Over a decade Aachi products enjoys high esteem in South Indian kitchens. Our subtle and intense flavours remain inevitable in every dish. India is known for its infused aromatic cuisine, the key ingredients being its spices. AACHI provides the best and easy to cook recipes. Home Makers can pamper their families with the best ethnic dishes with easiest way. No wonder Aachi products have revolutionized the food industry. Our mission is to make our products the most sought-after in every kitchen in the world. We employ the best of production technologies available worldwide for Quality maintenance. Our factories are built with world class equipments for continuous product improvement. We believe that only a serene work place can motivate people. Our Employees are well managed, providing them the security they need, thus maintaining a mutually beneficial relationship between the management and the Employees. We also act to promote the welfare of the physically challenged whose personal circumstances require support. Besides food industry, Aachi is known for its wide spectrum of products meeting home needs. Perhaps the biggest distinction that sets our company apart from others is the care taken to deliver the best, customers can ever think of. In addition to the great quality and value, we stand behind every product we sell.
Vision and Mission Vision To manufacture and market food products on a sustainable basis catering to all segments of the society at affordable prices and increase the intrinsic value for all stakeholders with the highest Corporate Governance Standards. Mission We are dedicated to provide our customers with the finest, high-quality products, hygienically prepared and competitively priced, living up to the expectations of our customers and suppliers for achieving symbiotic relationship. We will achieve this with best business ethics & practices.
Corporate Social Responsibility Entrepreneurship Development AACHI has undertaken the mission to generate a large number of entrepreneurs in the Food Processing Industry. Food Processing Industries offer excellent scope as they alone can convert perishable agricultural produce into value added products with longer shelf life worth Rs.1 lakh crore per annum. AACHI has been exhorting young men and women studying in Engineering Colleges & Business Schools to start their own ventures by offering technical, financial and marketing support. Aachi has succeeded in developing 3000 exclusive entrepreneurs to market its products in every nook and corner and this number is ever increasing.
Support to Women Self Help Groups ( SHGs) Events, Exhibitions, Model Shop
To further strengthen the distribution network and with a view to contribute to the society, AACHI has identified a new channel to distribute the products with the help of ‘Women Self Help Groups’. By adopting this strategy of distributors, 300 women SHGs are currently engaged. The number is expected to double shortly. After distribution of products through Women Self Help Groups, there is increased visibility in sale of products. It provides income generating means for the rural women folk. Women actively participate in events, exhibitions and in-shop promotions. Establishment of ‘AACHI FOUNDATION FOR INCLUSIVE GROWTH’ as a Micro Finance Institution.
AACHI has its motto of providing high quality food products at affordable prices to the common man and has taken up the task of achieving inclusive growth. For this purpose, AACHI Group has envisioned setting up of ‘Aachi Foundation for Inclusive growth’. Informal discussions with concerned agencies of KfW of Germany has revealed that it is viable and ‘not-for-profit’ company which is to be set up for this purpose. The armoury of over 8 lakh retailers of Aachi products provides a strong base for setting up a Micro Finance Institution as part of achieving inclusive growth and with balanced regional growth.
Women Empowerment Aachi provides Equal Opportunity Employment to women in all departments thus paving way to their excellence and financial viability. They are given access to resources and services. They improve their own status compared to men, by their own work for increased access to resources and services. There is gender equality in decision making, so that women achieves direct control over their access to resources. Due to this empowerment, women achieve increased control and participation in decision making that leads to improved socio-economic status.
Collaboration with Isha Foundation
A 20 minute VCD clipping, brought by Isha Foundation’s Arogya Alai, as part of its Action for Rural Rejuvenation Programme (ARR), sponsored by Aachi Masala was released at a function by Sadhguru Jaggi Vasudev of Isha Foundation. Several rural areas have benefited by this model.
Initiative to provide Quality Secondary Education For the Socially & Economically backward,
Mr. A.D. Padmasingh Isaac, CMD of AACHI Group, conscious of his social responsibilities, has been providing quality education at affordable cost to children as the Trustee of ICI Matriculation School, Anna Nagar and Kolathur. His vision is to start many such schools providing quality education to all, particularly to the under privileged sections of the society. Providing employment to differently abled persons
In its manufacturing facilities, AACHI has employed over 50 differently abled persons. In this way, AACHI group provides livelihood to those who are termed as ‘Physically challenged’ by the society. These persons see a ray of hope in Aachi. This is expected to gain further momentum in the years ahead. Support to MSMEs i.) AACHI has been sponsoring several national and International conferences organized by FICCI, CII etc., with a view to develop Micro, Small and Medium Enterprises. In the recent past, Aachi sponsored the International conference ‘Farm to Fork’ organized by FICCI and ‘Finance Availability by MSMEs’ organized by CII. It is Aachi’s mission to develop a large number of Micro and Small enterprises so that there will be millions of entrepreneurs which is one of the way to solve unemployment problem amongst youth in India. ii.) Aachi is presently supplied with products from 30 SMEs and marketing them under the common brand name ‘AACHI’. Without Aachi’s marketing support, SMEs wouldn’t have been possible to market their products. This synergetic relationship between ‘Aachi’ and MSMEs is expected to grow substantially in future and 100 SMEs will be covered by the end of 2011.
Establishing Joint Ventures Aachi has recently mooted a novel concept for proliferation of food processing and FMCG industries across the country. Aachi has invited NRIs, High Net Worth Individuals, established industrial and business houses to partner with Aachi in setting up Food Processing Industries. Besides providing technology and marketing support, Aachi will also help them in sourcing funds from banks and financial institutions. In deserving cases, Aachi will also contribute to the equity capital. This unique innovative measure will boost the growth of Food Processing and FMCG Industries in a significant manner. Setting up the Aachi Institute of Retail Management (approved by AICTE) Aachi requires large human resources in marketing, production etc. with a view to develop a spirited marketing force. Aachi is planning to set up Aachi Institute of Retail Management (AIRM) which will offer academic programs approved by AICTE. The students passing out of AIRM will get 100% placement in Aachi Group or will be groomed as prospective entrepreneurs. Providing employment to persons hailing from Eastern and North Eastern Regions The eastern and north eastern regions of India continue to remain economically under developed and the youth of these regions do not get gainful employment. Aachi has addressed this problem of unemployment and has therefore employed over 250 persons from Assam, Jharkhand, West Bengal, Orissa etc. They are provided with food and shelter.
Factory
The manufacturing facility is located at Keel Ayyanabakkam 15 km from Chennai city. Right now, it has a built in manufacturing capacity of 120 metric tonnes of spices and spice mixes per day. The products manufactured have edge over any competitor on account of the following criteria. Equipments with state-of-the-art technology
Hygienic work place Highly Qualified Technical Staff
Relentless Product and Process improvement In the memories of Aachi Masala, the Spice Journey started in this factory more than a decade ago and it has successfully travelled through undulating path to make history in achievements. It has believed in bringing quality products at a reasonable cost to ensure its customers a full value for money.
Process Welcome to Aachi!!! Step into the cool interiors of the administrative office, landscaped with rock garden, cascades and colorful fish.. the result of the innovative and imaginative vision and management of the founder and Chairman, Mr. A.D. Padmasingh Isaac. Aachi ‘The Grand Mother’ in Chettinadu is personified in the quality of raw materials and the care taken to process and produce ‘Mother-made-home-taste Masalas. This homely taste is now available
to
connoisseurs
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The range covering Masalas, Dhal Rice Mixes, Instant Mixes, Spices, Asafoetida, Appalam and Pickles are manufactured at HACCP implemented Processing units. The spices and spice mixes are manufactured at our mother factory, Nazareth Foods Private Limited has efficient Food Safety Management System with ISO 9001 : 2008 Certified facility. High Quality raw materials are sourced from all over the country through company approved suppliers like chillies from Guntur, Turmeric from Erode, Coriander from Rajasthan, Pepper and Cardammom from Munnar, Cumin, Mustard from Madhya pradesh and so on. The quality checked raw materials are taken to production floor for further processing. All the spices are cleaned and roasted at high temperatures to enhance flavor properties and to ensure food safety. Roasted spices are blended as per the standard formulation and then powdered and packed. The quality personal ensure the process as per the standard operating procedures. The spices and spice mix powders are packed in automatic packing machines as per the market demand. Packages are tamper proof and sturdy enough to retain the aroma and flavor till shelf life. The dispatch takes place in the company’s own trucks to enable prompt supply to distribution channels. The distribution is ably supported by a active sales team. A professionally motivated sales team is monitored by the Founder and Chairman. Having been successful in weaving efficacious distribution and marketing network through out the country, we are able enough to satisfy the market demands.
Quality
We have adopted Quality as foundation for existence and market strategy for growth. In a highly competitive customer oriented market, we manufacture best quality products aimed at total customer satisfaction. Building on our scientific know-how and experience, Aachi Masala has strengthened its position as one of the leading food processors in India and around the globe. Adoption of Good Manufacturing Practices Adherence to strict personal hygiene practices Validated Cleaning and Disinfection procedures Process Control systems through HACCP Farm-to-plate tracking of food through traceability coding Control of potent micro-organisms through pest proof manufacturing facilities Unending training to workers on product safety and personal safety
Effective consumer awareness on packages as per applicable regulatory body. Aachi Masala is committed to supply safe food to customers and develop a motivated team with concern for environment and personal safety.
Research & Development A dedicated R & D Team is involved in developing new products as per the market demand. A central lab is operating at Nazareth Foods Private Limited which is well equipped to analyze all food samples. A team of experienced Food Technologists are involved in New product development as well as in Product Improvement. R & D Team coordinates with manufacturing units in developing New products, Packaging material, Food labeling, Product shelf life and suitability of new products for human consumption. R & D Team is associated with government organizations like CFTRI Mysore, Spice Board, DFRL, CIPET, IIP, BIS etc. for product development.
Awards
Extreme entrepreneur of the year
Trail blazers-times award
Best Entrepreneur
FMCG
TIE Award
