This year has been very challenging in terms of our strategy for growth during the persistent economic recession in Europe & US coupled with some corporate and strategic changes at the marketing level both nationally and internationally.
Our retail shop in Chennai completed its first successful year, with sales improving, this encourages us to diversify from concentrating mainly on exports for our growth so that we can confidently start to prepare a larger percentage for local retail. As far as our core assets, our Employees are concerned, we took a step forward in our productivity improvement by introducing incentive schemes for the production employees.
The grievance handling system now includes an employee’s suggestion box and committee meeting minutes.
In November 2011 we visited our sole distributor in Italy for discussion on new products as well as their distribution in Italy and in a new territory: the natural market in Spain.
Our sole distributor in the UK changed hands in March 2012 this year. After 16 years of working together, it is sad to say goodbye. We discussed future plans with the new management when they visited Maroma to see our set up & full product range. They presented photos of their office team and warehouse facilities and spoke of future business strategy.
After 12 years we were honored with a visit by our French distributor. They spent time photographing various production activities. They were shown all the various products and discussions were held regarding growth in the future.Our Inland marketing strategy was reviewed looking at ways and means to enlarge our domestic sales. Our retail shops in India have been reviewed and it was concluded that we have to concentrate on two areas;
1. Profile of our end customers.
2. Products based on the profile – with the consideration of quality, quantity and product presentation.
Keeping the security of the women employees in mind we decided to give early going or late coming of employees only when accompanied with their guardians when they are unmarried. We have taken general nomination forms from all the employees of the organization.
We have introduced an incentive scheme where every week one employee will be chosen and every month one employee from these chosen ones will be announced as the Employee of the month with a Cash incentive. The same scheme has been improved by introducing employee appraisal system which will be consolidated for an annual Appraisal system.
We have introduced new products like Baby line, Liquid Deodorant, Deodorant Stick, Carpet Powder, Face Wash powder, Hair Wash Powder and Body Wash Powder. Solid perfumes in all our present perfume lines, Men Line fragrances introduced in Reed Diffuser, new fragrances added to our existing reed diffuser line, launched Ultrasonic Aroma Diffuser, Soya Wax Candles, and Glass lantern candles with colorful art images of various Hindu Gods.
A separate storage area was constructed on the 1st floor with trust roof for storage of Body care raw materials with over 60 meter square of space.New De-humidifier room was constructed near the kitchen area at over 21 meter square of space.
We have added a new Liquid filling machine, Cream filling machine, Batch coding machine with conveyor belt and a new EPABX System in our premises.
Our Manager and product designer from Maroma USA visited in February 2012 and worked with our Art Director to clean up and give a unique new design look to our various product lines. They are working on harmonizing various packaging such as Incense into one line and Body Care products moving together to make a cleaner look. We should see these introduced in the near Future.We passed US Invitro product testing for Dermal and Ocular irretection for the following products;
1. Colibri Body Spray
2. Colibri Lotion
3. Baby Body Oil
4. Baby Soap
5. Baby lotion
6. Baby Shampoo and Body cleanser
We have conducted five major trainings this year;
1. Fair Trade and company policy awareness to staffs.
2. Fair Trade and company policy awareness to workers.
3. Fair Trade and company policy awareness to Suppliers.
4. Sales training for retail shop employees.
5. Discussion of ESI and its benefits to employees and how to avail of them.
Maroma USA is applying to become a member of US Fair Trade Federation and this entry process is under consideration.
Overall this year with continued growing and strengthening of the business we worked on new strategies to reach future goals while analyzing various management and product related requirements like Good Manufacturing practices (GMP), Management systems, Fair trade, Appraisals etc. The summary of growth and improvement provided in Maroma’s Annual report reflect the ever striving movement towards betterment. We want to thank our UK distributors for the past 16 years of dedication to marketing and sales of Maroma products in their region. We also acknowledge and thank all our other distributors who have helped us grow and become what we are today. Our gratitude extends to the retail outlets in India who carry our products as they are a show case and base for understanding the customer needs.
Your suggestions and feedback are always appreciated.