Indra PRastha Cold Storage Ltd
Learning project
On the
Indraprastha Cold Storage Limited
INDEX
S.N. Topic Page No.
1. Introduction 4 2. Issues with IPCSL 6 3. IPCSL pricing strategy 7 3. Non Price Strategies for long term growth 10 4. Economic value to customer of improved services. 12 5. How IPCSL can communicate values to customers 14 6. Conclusion 15 7. References 16
Introduction
Set up in Shidipura, Delhi in 1944 by Devi Prasad Aggrawal, Indraprastha Cold Storage Ltd (IPCSL) was a pioneer in the Indian cold storage industry. Devi Prasad, who initially started a sugar mill and went on to establish Asia’s largest sugar factory in the 1940s saw a huge potential for preservation of the agricultural produce of India and the need for cold storage facilities for the produce to be stored for longer duration of time. He imported the latest cold storage equipment from the UK to set up IPCSL and pioneered the Cold Storage industry in India.
Initially for almost a decade IPCSL was used for the storage of potatoes. In 1958, his son Jagadish Prasad Aggarwal took over and successfully extended his facility to the fruit traders in Delhi to preserve fruits which generally are more perishable. Around 1960, the cold storage market had grown and intensified as lot of new players and competitors started to set up new facilities.
In 1968 the government in a drive to improve the city plan shifted the location of the cold storage market to Azadpur, Delhi. IPSCL was allocated two pieces of land measuring up to 6456 sq feet of land.
In 1977, Jagadish’s son Sanjay joined the company’s Board of Director and finally took over the company. Inspired from his visit the cold storage facilities in the US where he noticed and learned that the technology was much advanced and the companies were more cost effective and thus were able to pass on the benefits to
On the
Indraprastha Cold Storage Limited
INDEX
S.N. Topic Page No.
1. Introduction 4 2. Issues with IPCSL 6 3. IPCSL pricing strategy 7 3. Non Price Strategies for long term growth 10 4. Economic value to customer of improved services. 12 5. How IPCSL can communicate values to customers 14 6. Conclusion 15 7. References 16
Introduction
Set up in Shidipura, Delhi in 1944 by Devi Prasad Aggrawal, Indraprastha Cold Storage Ltd (IPCSL) was a pioneer in the Indian cold storage industry. Devi Prasad, who initially started a sugar mill and went on to establish Asia’s largest sugar factory in the 1940s saw a huge potential for preservation of the agricultural produce of India and the need for cold storage facilities for the produce to be stored for longer duration of time. He imported the latest cold storage equipment from the UK to set up IPCSL and pioneered the Cold Storage industry in India.
Initially for almost a decade IPCSL was used for the storage of potatoes. In 1958, his son Jagadish Prasad Aggarwal took over and successfully extended his facility to the fruit traders in Delhi to preserve fruits which generally are more perishable. Around 1960, the cold storage market had grown and intensified as lot of new players and competitors started to set up new facilities.
In 1968 the government in a drive to improve the city plan shifted the location of the cold storage market to Azadpur, Delhi. IPSCL was allocated two pieces of land measuring up to 6456 sq feet of land.
In 1977, Jagadish’s son Sanjay joined the company’s Board of Director and finally took over the company. Inspired from his visit the cold storage facilities in the US where he noticed and learned that the technology was much advanced and the companies were more cost effective and thus were able to pass on the benefits to
References: 1) Indraprastha Cold Storage Ltd Case Study 2) Market Orientation: Transforming Food and Agribusiness around the Customer 3) http://www.deccanherald.com/content/354756/fruit-vegetable-output-cross-377.html 4) http://hortikashmir.gov.in/dISTRICT%20Area%20Production%202012-13.pdf 5) http://nhb.gov.in/