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An Organizational Study With Specific Reference To Marketing And Accounts

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I Tushar Singhal would like to express my gratitude for everyone who helped me during the project, starting with endless thanks for my supervisor, Ms. Rupali Misra who kept encouraging me to do a great job, providing me with valuable information and advices to be better each time. Thanks for the continuous support and kind communication which had a great effect regarding to feel interesting about what I am working on. I would also like to thank my Industry Guide, Mr. Ashu Singhal, who helped me in every possible way.

Secondly, I want to thank my parents too because without them it was not possible to complete the project. They also supported me in various ways.

Once again thanks to all of you.

Tushar Singhal


Leena Organics Pvt. Ltd. was incorporated in 2003 in Ghaziabad, with the objective to manufacture alcohol-based esters.

The first plant was set-up to manufacture Butyl Acetate via Fischer-Speier Esterification reaction. Subsequently, Leena Organics expanded to the manufacture of Ethyl Acetate, expanding both in volume and product portfolio.

The second plant was set-up with the objective to distill the waste pharmaceutical Chemicals.

Today, Leena Organics is amongst India’s leading players with annual capacities to produce in excess of 12,000 MT Ethyl Acetate.

In 2009, Leena Organics Pvt. Ltd. began operations in value-added bulk solvents & specialty chemicals across various sectors.

The chemicals are manufactured as well as imported.

The products are available in bulk and/or packed in industry standard packaging sizes to meet the retail requirements of our customers. A comprehensive operational procedure ensures quality as per the highest standards.

Leena Organics was started with the aim of marketing quality. It provides a basket of services and end-to-end solutions to customers. We have customers that include many of leading industries, trading houses, private and public sector enterprise. The company’s portfolio comprises of over twenty products. Leena Organics continues to grow in a variety of market segments responding to the fast- changing needs of its customers with unrivalled customer service and satisfaction. It operates good technology platform that helps the company in managing information as per global standards.

Leena Organics Added Value

Maintaining a consistent level of high quality has been our standard for year to years our customers want nothing less than quality and stability in every product. To meet the ever-evolving, technological demands we’ve implemented rigid, sophisticated controls. Our progressive management includes a continual upgrading of all our systems punctuated with monitored quality checks and consistent traffic follow-ups.

Offers one-on-one personal service every time, any time.

Our response network never closes. Leena Organics stocks inventory in a network of warehouses throughout North India. But one of the undeniable advantages of maintaining a more scaled-down size than some of our competitors is just this: a carefully trained staff that can focus on giving our clients one-on-one attention. We want our company to be known not only for advanced and accurate solutions, but also for the caliber of personal service we deliver. Running a lean, aggressive operation shouldn’t mean sacrificing courtesy.

We value our partnerships with both suppliers and customers.

We pride ourselves on building lasting relationships that invariably prove beneficial to both our suppliers and customers, whatever the market. Over the years, we’ve proven this with an ever-expanding pool of worldwide contacts which translates into all-around better sourcing and more competitive pricing. Leena Organics provides the chemicals for the manufacture of products that range from commodities to specialty preparations.


Our response network never closes. Leena Organics Pvt. Ltd. Stocks inventory in a network of warehouses throughout north India, but one of the undeniable advantages of maintaining.


To be Among the top chemical Distribution companies with global presence.


Maintaining a consistent level of high quality has been our standard for year to years our customers want nothing less than quality and stability in every product.


Leena Organics Pvt. Ltd.

Year of commencement 2003

Key person Mr. Ashu Singhal Managing Director.

No. of Employees 35

Main products of Leena Organics are as follows:

  • Ethyl Acetate
  • Ethyl Acetate (systematically, ethyl ethanoate, commonly abbreviated EtOAc or EA) is an organic ester of ethanol and acetic acid. This colorless liquid has a characteristic sweet smell and is manufactured on a large scale for use as a solvent. It is used in glues, nail polish removers, decaffeinating tea and coffee, and cigarettes.

  • Iso Propyl Alcohol
  • It is a colorless, flammable chemical compound with a strong odor. It is used in the manufacture of a wide variety of industrial and household chemicals, and is a common ingredient in chemicals such as antiseptics, disinfectants and detergents. Isopropyl alcohol is also known as 2-propanol, sec-propyl alcohol, IPA, isopropanol, or rubbing alcohol.

  • Toluene
  • Toluene is a colorless water-insoluble aromatic hydrocarbon with a smell usually associated with paint thinners. It is a mono-substituted benzene derivative, consisting of a methyl group attached to a phenyl group. It is widely used as an industrial feedstock and a solvent. As the solvent in some types of paint thinner, contact cement and model airplane glue, toluene is sometimes used as a recreational inhalant and has the potential of causing severe neurological harm.

  • Hexane
  • They are all colorless liquids, odorless when pure, with boiling points between 50 and 70 °C (122 and 158°F). They are widely used as cheap, relatively safe, largely unreactive, and easily evaporated non-polar solvents.

  • Methanol
  • A light volatile flammable poisonous liquid alcohol CH3OH used especially as a solvent, antifreeze, or denaturant for ethanol and in the synthesis of other chemicals.

  • NC Thinner

Some Other Products:

  • NBA
  • N-Butanol
  • MEK
  • MDC
  • MTO
  • Synthetic Thinner
  • Pharma Chemicals


  • Occupant. Health & Safety Policy
  • Social Accountability Policy
  • Quality Policy
  • Environmental Policy
  • Code of Conduct
  • Fraud Prevention Policy
  • Whistle Blower Policy
  • HR Policies

Quality will form the core of our business philosophy. Meeting the needs and expectations of the customer and consistently improving our systems and work ethos will be our chosen path in achieving excellence in business and fulfilling our social obligations.

Guiding Principles

  1. To ensure a healthy return on investment by maximizing operational efficiency, Capacity utilization and productivity.
  2. To continually improve and redesign systems processes and practices in order to ensure error prevention and improve response time.
  3. To adopt internal customer focus as a means to external customer satisfaction
  4. To treat human resource as the key to quality excellence and ensure development, involvement and satisfaction of employees.
  5. To ensure high quality if inputs through proactive interaction with suppliers.
  6. To meet obligations towards the society as a responsible corporate citizen
  7. To provide value for money to all stake holders.
  8. To follow ethical business philosophy at all times.


We dedicate ourselves to the quality policy and objective of the company in letter and spirit and commit to continuously strive for the fulfillment.


  • Production Department
  • Production is the functional area responsible for turning raw material into finished products through a series of production processes.

    The Production Manager is responsible for making sure that raw materials are provided and made into finished goods effectively and the quality is also maintained.

  • Sales And Marketing Department
  • A marketing department promotes your business and drives sales of its products or services. It provides the necessary research to identify your target customers and other audiences.

  • Administration Department
  • An Administration department has a critical role for smooth functioning, resourceful, key player for policies implementation, problem solver and inter department’s connection provider.


SWOT Analysis

  • Strength
  • Weakness
  • Opportunity
  • Threat

BCG Matrix

  • Cash Cows
  • Stars
  • Question Marks
  • Dogs

SWOT Analysis


  • A diversified manufacturing baseq.
  • Capability to produce world class product
  • Strong presence in Domestic Market
  • Large Consumer Base


  • Cost Disadvantage: Extra transportation cost for raw materials
  • Multiplicity of Taxes


  • Scope in Pharmaceutical Products
  • Potential to grow and increase direct Export


  • Increase in local competition
  • Changing Government Policies
  • Big firms with higher capital have more advantage

BCG Matrix

Stars: The business units or products that have the best market share and generate the most cash are considered stars. Monopolies and first-to-market products are frequently termed stars. However, because of their high growth rate, stars also consume large amounts of cash. This generally results in the same amount of money coming in that is going out. Companies are advised to invest in stars.

Cash cows: Cash cows are the leaders in the marketplace and generate more cash than they consume. These are business units or products that have a high market share but low growth prospects. Cash cows provide the cash required to turn question marks into market leaders.

Dogs: Dogs are units or products that have both a low market share and a low growth rate. They frequently break even, neither earning nor consuming a great deal of cash. Dogs are generally considered cash traps because businesses have money tied up in them, even though they are bringing back basically nothing in return. These business units are prime candidates for divestiture.

Question marks: These parts of a business have high growth prospects but a low market share. They consume a lot of cash but bring little in return. In the end, question marks, also known as problem children, lose money. However, since these business units are growing rapidly, they do have the potential to turn into stars. Companies are advised to invest in question marks if the product has potential for growth, or to sell if it does not.


  1. Rivalry among competitors:
  2. The market is very competitive. There are lots of competitors in the company right now. And to some extent the price war also exists among the competitors. But due to higher demand of the product the market is quiet normal. So in the chemical industry rivalry among competitors is moderate.

  3. Bargaining power of the buyer:
  4. Previously there were very few product manufacturers. So earlier the bargaining power of the supplier was low and the buyers did not want to argue too much with the manufacturer. But the current scenario is bit different. Now there is lot of manufacturers and the market is getting competitive. For this reason the bargaining power of the buyer is quite high right now.

  5. Bargaining power of the Supplier:
  6. Along with the manufacturers, the demand of chemical product has also increased. For this reason, the bargaining power of the supplier has not fluctuated too much. And the bargaining power of the supplier is moderate here.

  7. Substitute products:
  8. Substitute products are available in the market but the quality is not that fine. And also there are some products in the chemical line whose substitutes are not available right now. So here the threat of the substitute product is low.

  9. Risk of entry of new firms:
  10. Due to higher profitability investors are very much interested to invest in this industry. For this reason the risk of the entry of the new firms is very high.


Over a period of one month, I have studied about technical Specifications of Leena Organics Pvt. Ltd. And also analyzed the market potential for the same.

Its main product Ethyl Acetate has a wide scope and has variety of uses. Leena Organics Being major producer of the same has the potential to give its customers quality product.

During my project duration, I am grateful to have been associated with Leena Organics Pvt. Ltd. I am very thankful to my guide and all members of the company for their support they showed to me during my project.

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