EXPERIENCE @ A V DHAMMANGI FOOD PRODUCTS
By Nachiket A Hanmantgad
Myself, Ashok and Anand had a exiting time as Sales Executive of A V Dhammanagi
Food Products. “Sales Executive” is the designation which we our self have given! In
about 45 days of experience, we met new people daily, interacted with them,
convinced them, and some times even argued. We can never forget those days; they
were the days when each day was like a adventure and a learning experience.
It all started when Chetna madam called every one of BBA 2nd SEM to her chamber.
We all went with a question mark on our faces as we didn’t have clue why we were
called. By seeing madam’s smiling face we realized that we were here for a good
reason. Then madam briefed about the internship program, she said about the
four departments i.e. Bakery, Transport, Kitchen and Canteen. She also said that
remuneration would be paid. We listened but to be frank we did not understand
what madam had said, as we never thought we could earn while in college.
Then evening meeting was called for all those who are interested in internship.
Principal Sir briefed about the departments and asked us to select whichever we are interested in. The remuneration was fixed as Rs500 per month plus incentives. We selected the Bakery and Rakesh sir
was made our mentor. The meeting ended at 7.30 PM and we were about leave. As
we came out of AV hall Rakes Sir called us (The Bakery Team).
We never knew Rakesh Sir is such a tough person. As soon as we came out he took us
to the bakery and introduced us to people over there, we met Mallikarjun who is in
charge of bakery and canteen for in house sales. Then he assigned our roles. He said
to Ashok “You are the Chips manager, right from production, packing, quality, to
sales you are responsible”. Anand was made order processor and I was assigned sales
of Bread. I and Ashok were supposed to pass the orders to Anand. Anand with being
order processor he was responsible for sales of bakery products in Old and New
Dhammangi Textile shops. All this was an entirely new responsibility for us.
The next day as usual we went to the college, and in afternoon Rakesh sir asked us
“What’s the order for today?” We did not have any, so we were telling sir that we
went home late from college and morning we came to college... etc etc. But sir said he
doesn’t want reasons just the result. Then we realized that in companies result are
important and we are judged by our results.
First day of work:
Fortunately the next day was Sunday, and we all three together set
out to take orders. Initially we were hesitant to speak with the shopkeepers; we did not
know how to start. We even went to some shops and instead of speaking about our
products we bought something and came. Then we realized that we need to start and
Anand being a bit bold amongst us started the conversation, we were glad he did it.
That day we roamed almost whole Bailhongal and tool the order of 50 breads, 15Kg
chips. We were pretty happy and Anand passed the order to Mallikarjun.
Following day was a hectic one; it was the day of delivering the products. We were
given the Tata Sumo and the driver, and the timing was between 6.30 to 7.30. At 7.30
vehicles should be free for school. And within just one hour we had to deliver the
products, collect cash, give the bill, and take signature on the slip. As we were three
of us we did it. But that one hour was of great tense.
Parents happy!
Same thing continued for about two weeks. In two weeks we understood all the
concepts of marketing in better way like 4P’s of Marketing, Communication skills,
management concepts like planning, organizing, decision making, co ordination etc.
More importantly we understood how a company or corporate world works. We understood that we need to concentrate only on our works first and should not were happy but our parents we also
happy, first reason they were happy because we all were in our house before
8 p.m. Another reason was we were not even having glance at T.V. Daily we
used to plan out strategies for next day.
Lessons Learnt:
One of the most important thing that we
learnt was that we understood how a company works, why there is a Hierarchy? What
qualities are needed to move up the hierarchy? We had the great time interacting with
Rakesh sir. He is a sea of knowledge. He thought us what was not there in any books.
He told us way to approach different customers, each day we would report him the
days progress and he would analyze and motivate us. Some of the tips that he gave us
were, “Never think shop keeper is doing favor by buying from you, let him buy it or
leave it, we are not short of market” “Do not negotiate on phone, always strike deal in
person, and finish it in first meet do not keep pending” etc .
After two weeks:
After two weeks, I was shifted to Yargatti area. It’s a village about 30 Km from
Bailhongal. Anand was responsible for sales in Bailhongal. Anand roamed nook and
corner of Bailhongal was generating huge sales.
I had a very tough time in Yargatti. The market was not like Bailhongal. The market
was dominated by brand called BIG BREAD, a Dharwad based Bread Company. In
the first day I did not get even one bread order, I could get only 5 Kg chips order. The
reason why shops were not accepting was that Kalpavruksha Bread dealer price was
Rs 13 per bread and MRP was Rs 15. But Big Bread dealer price was Rs14 and MRP
was 18. The shop keepers were getting margin of Rs 4 per bread were as we were
giving margin of Rs 2. Though they agreed to us that our products quality, taste,
packing was all better but they wanted margin.
I discussed with Rakesh sir about the market. He being from Yargatti, he also studied
the market. Then he told that we need to apply mind. He used to always say that
Business is the mind game and he said all of us to come out with a game plan to crack
the Yargatti market.
Anand and Ashok also had a tough time. There sales was increasing day by day but
they were short of one man to handle. As I would travel to Yargetti.
While traveling to Yargatti I had a wonderful time. I used to go in the school bus. I
enjoyed playing with kids while on the move. I felt sad when I denied giving chips to
them as Mallikarjun would weigh the chips at least three times before handing it over
to me. Even now some of the kids recognize and speak to me in campus.
After two weeks, i.e. fourth week, along with Yargatti, Belwadi market was also
assigned to me. It’s a village about 20 Km from Bailhongal towards Dharwad. It’s
smaller market than Yargatti but very promising one. On the first day itself I got order
of 50 pound bread and 5kg Chips.
Expansion plans:
As mentioned earlier about Yargatti
market, we wanted to break open the
market. And out of our continues
discussion we arrived at idea of
advertising and test marketing. We had
decided to conduct medical checkups
in villages as CSR (Corporate Social
Responsibility) program surrounding
Yargatti along with IMA (Indian
Medical Association) Bailhongal and
distribute our products for free to the
people. So that people taste out product
and demand the same in market. We
were going to follow it up by setting up
kiosks during market days. We had
even designed the banners and pamphlets
In Bailhongal, Rakesh sir had asked us to do a 2 minute video advertisement and we
were working on it too. We had an ambitious plan of getting our own (AVD food
product’s) TATA ACE vehicle so that we could deliver products whenever we want.
Weekly report:
Every Saturday evening 4 P.M was the time for presenting our weekly report.
Principal Sir, Chetna madam, Rakesh sir and all other lecturers would be present.
Each and every slide would be thoroughly analyzed and questions would be poured
on us. As it was not as tough as answering the shopkeepers we could handle it easily.
Suggestions like producing different flavors of chips, weight of chips etc arise and we
serious considered some of them.
Remuneration:
During third week of March we were called to Principal Sir Chamber. All three of us
went. As we entered Principal Sir said “Congratulation!” to us and handed over a
envelop. We did not have clue that it would be our salary. We realized it when we felt
the coins inside the envelope. As usual Principal sir gave guidance for 10 mins. We
were delighted to receive and expecting it to be RS 500 we were surprised to see that
It was Rs 315. With hesitation we went and asked Rakesh Sir. He opened the
attendance sheet and asked us to make calculation. However we made the calculation
the amount was arriving less than what was given to us. Actually we were absent on 2
days to college and 2 days I was involved in college fest. Though during fest Anand
had delivered products he received one day salary more. Still we were happy and
went home and showed the money to parents proudly.
Changed the thinking:
After we started working at A V D food products, our thinking was changed. Instead
of discussing stupid topics during our spare time we were discussing on trapping new
customers, instead of roaming here and there we were going to some of residential
schools so that we could trap big customer.
Ashok once was speaking about starting his own Milk Diary after graduating, he had
even discussed with his parents and his B plan was ready.
Anand had firmly decided that he is going to do Business .
Unknowingly each day I would visit websites of FMCG companies like HUL, ITC,
and Dabur etc and study their products and their CEO, Marketing Heads, their
qualification, how did they get there. I was surprised to see that all Top management
of most of the companies started their career as Sales Trainee( Same as sales
executive).
Though none of us speak like that now, but we really miss that work, committement,
attitude within us.
All Good things come to end:
As the saying goes “All good things must come to end” one fine day as we went to
college we were shocked to know that Bakery products would not be sold
commercially. The bakery was started for school purpose and hence it would be used
for school only. We had a bad time for us . We were sad and dishearten, upon that the
customers were troubling as they had stopped buying from earlier supplier and were
dependent on us. Some how we managed and got back to old routine.
About 45 days of working in AVD food products was the best moment of our life and
can never forget the lessons learnt.
It lead to a new type of hunger within us, a hunger to succeed, hunger to move up, a hunger which will stay as along as we are alive.
We thank whole heartedly Rakesh Sir, Principal Sir, Campus Director, CAO,
Chairman and all the management team of Kalpavruksha Institute of Management
Studies for providing us the opportunity to have such a wonderful experience.
