COMPANY ANALYSIS ON BRU COFFEE COMPANY

A COMPANY ANALYSIS ON BRU COMPANY

CONTENTS
CHAPTER TITLES

01 INTRODUCTION

02 FINANCIAL AND MARKET ANALYSIS

03 MANAGEMENT AND LEADERSHIP

04 SWOT ANALYSIS

05 SUMMARY OF FINDINGS, SUGGESTION AND

CONCLUSION:

06 LEARNING EXPERIENCE

07 BIBLIOGRAPHY

APPENDICES/ANNEXURES

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CHAPTER-01
INTRODUCTION
1.1 BRIEF OVERVIEW OF COMPANY

BRU was lanched in 1968 by Brooke Bond , the world’s

largest tea producer at the time , Bru was India’s first
coffee – chicory mix instant coffee.

BRU COFFEE is one of the brands of Hindustan

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unilever ( HUL ) which pioneered the instant coffee category

in 1969 in India market . Initially , there were many coffee
brands brands under HUL. Brands like Dilkush, Deluxe green
label, café and café gold and bru instant but later HUL
dicided to aggregate all these brands under the mastebrand
Bru. Bru is one of the india’s largest and favourite coffee
brand that provides a wide range of Indian and international
Coffee products. Bru has been continuously evolving to bring
varities of coffee with premium tastes to consumer.
Bru selects the best coffee beans and roosted
them fresh to serve consumers a cup of great aromatic and
tasty coffee.

1.2:- INCEPTION OF THE COMPANY

The bru coffee company was launched in 1968 by

Brooks band, which was the world’s largest tea producer at
the time. Bru was India’s first coffee-chicory based instant
coffee. It is now part of Hindustan Unilever Ltd. [HUL] and is
India’s largest coffee brand.

1.3:- NATURE OF THE BUSINESS CARRIED

The nature of the business carried by BRU Coffee will

be described as the design , development , manufacturing
and distribution of consumer.

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• PRODUCT :
Bru offers a variety of coffee products , including Bru
instant, which is a blend of 70% coffee & 30% chicory.

• BRAND EXTENSION :

Bru also has a brand exention called BRU World café ,

which offers coffee tasting experiences from around the
world .

• FRANCHISE MODEL :

Bru offers franchise opportunities , providing support

with operational expertise , menu development and
marketing.

• COMPETITION :

Bru has been competing with Nestle’d Nescafe in the

instant coffee for decades.

1.4:- MISSION , VISSION AND VALUES

MISSION :-
• To set and maintain the highest standard of quality.
• To provide perfect decision coffee products and
excellent, reliable services.

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• To earn the trust of our customers , employees , partners

and our community and to contribute to good
development and prosperity.

VISSION :-

• To be established and trusted as the perfect coffee

business partner.
• To be a leader in innovation , service and quality
• To be among the most admired and respected
companies in our industry.

VALUES :-

• Sourcing : Bru sources its coffee from south Indian

plantations.
• Innovation : Bru consistently offers new products and
improved packaging solutions.
• Family : Bru is positioned as a family coffee brand.

1.5 :- GOALS AND OBJECTIVES OF BRU COFFEE COMPANY

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1. Customer – centric innovation :- BRU has become a

leader in filter by developing products regularly and
innovating with a focus on customers.
2. High advertising standards :- Bru has achieved high
visibility among consumers through its advertising
standards.
3. Innovative packaging :- Bru uses packaging like zipper
packages , minipacks , and aroma – lock packages to
preserve the flavor and aroma of the coffee.
4. Sourcing the best coffee :- Bru source the finest coffee
from south Indian plantations.
5. Promoting gender equality :- Bru promoted gender
equality in marriages through a compaign called
“aanandam aorambam .’’

OBJECTIVES :-

• Retain brand salience among coffee drinkers.

• Communicate the importance of equality in marriage.
• Break gender norms.
• Support tha cause of equal marriages.

1.6 :- QUALITY POLICIES

1. Customer focus :-
Customer focus is a business strategy that prioritizes
customer needs and preferences over the company’s.

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2. Leadership :-
Leadership is a set of mindsets and behaviors that
aligns people in a collective direction. enables them to
work together.

3. Engagement of people :-
Engagement of people is a quality management
principle that involves ensuring employees are involved
in an organizations goals.

4. Process opproach :-
The process approach is a method of managing and
planning activities as process that transform inputs into
outputs.

1.7 :- PRODUCT PROFILE

Bru is India’s largest and most popular coffee brand,
and has been since its launch in 1968. Bru offers a wide range
of coffee products. Including :-
1. Bru Instant
2. Bru gold
3. Bru roast and ground
4. Bru select
5. Bru lite
6. Bru exotica

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Bru has been a pioneer of instant coffee premixes in

india. It’s a beloved and trusted coffee brand in india.

• BRU INSTANT
Bru instant coffee is a blend of 70% coffee and 30%
chicory. The coffee beans are handpicked from south
indian plantations and roasted to preserve their aroma.

Bru instant coffee has a signature coramellic and

chocolaty taste. To make a cup of bru instant coffee , add one
teaspoon of the powder to hot or cold milk or water , and

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add sugar to taste. Bru is india’s largest coffee brand and is

part of Hindustan Unilever LTD.

• BRU GOLD

Bru gold coffee is 100 precent pure granulated coffee

Offers the authentic taste of coffee in every sip. Blend of
plantation and robusta beans carefully handpicked from the
finest south indian plantations and roosted to perfection.

• BRU ROAST & GROUND

Bru roast & ground is coffee brand that sells ground
Coffee in various blend and pack sizes.

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A blend of 53% coffee and 47% chicory. A rich , smooth

and flavorful cup of coffee. Nitro flush packaging to
retain frushness and aroma.
Store in an airtight container in a cool , dry , and
hygienic place. Add two teaspoons of coffee powder to
the upper portion of a filter , cover with a retainer, and
add 50ml of hot water . available in 100g and 500g packs.

• BRU SELECT

Bru select is a premium filter coffee brand from

Hindustan Unilever Limited [HUL].

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Bru roast & ground is coffee brand that sells ground

Coffee in various blend and pack sizes.
A blend of 53% coffee and 47% chicory. A rich , smooth
and flavorful cup of coffee. Nitro flush packaging to
retain frushness and aroma

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1.8 :- AREA OF OPERATION

Bru coffee is available in many cities in India. Including :-
Ahmedabad , Bangalore , Chennai , Delhi ,
Hyderabad , Kolkata , Mumbai , Pune , Chandigarh and
Coimbatore.
Bru coffee is manufactured by Hindustan Unilever, an
indian subsidiary of unilever PLC. Bru is india’s leading instant
coffee brand, and is known for its coffee-chicory blend , bru
coffee is made from a blend of plantation and Robusta beans,
which are roasted to preserve the coffee’s aroma.

1.9 :- OWNERSHIP PARTNERS

Hindustan Unilever Limited [HUL] owns the bru coffee
brand:
• HUL :- India’s largest consumer packaged goods company
and the owner of the bru coffee brand.
• Unilever PLC :- The consumer goods giant that owns HUL
HUL once launched a coffee retail chain called bru world
cafes to engage with consumers. However, the chain was
closed five years after its launch.
Bru and Nescafe, a brand owned by swiss conglomerate
Nestle, control about 70% of the India coffee market.

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1.10 :- COMPITATORS

Bru’s main competitor is nescafe :

• Nescafe:- A rival of bru’s for decades in the instant coffee

market. Both are among the most consumed coffee
brands in India.

• Tata coffe brand :- launched by tata global beverages,

this instant coffee brand competes with bru and nescafe.

COMPANY NAME TOTAL FOUNDED

FINDING YEAR
Strauses coffee $293M 2003

Rage coffee $11.4M 2018

Sleepy owl $10.7M 2016

Drapkoff food and $5.8M 2015

beverage

1.11 :- ACHIEVEMENT AND REWARDS

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Bru india’s top instant coffee brand has won

several awards, including:-
• Marquee 2019:-
Bru won the FMCG [Beverage] category at the
advertising clud’s marquees 2019 awards. This was bru’s
first marquee award.

• MADDYS [ MADRAS ADVERTISING CLUB AWARDS ] :-

Bru won eights awards across categories in the
MADDYS awards , including the x global branze winners.

• THE COFFEE MAGAZINE AWARDS 2022 :- Simple bru

coffee co.was nominated for several awards,including
best cafe design best new café best manual brewing
experience coffee team of the year and borista of the
year.

1.12 :- STRATEGIC PERSPECTIVE PLAN

The strategic plans are as follows:-

• Bru coffee offers several varieties of international and

India coffee products.
• Bru undergoes coubtless coffee trials with samples to
serve a rich and fresh cup of aromatic coffee.
• Bru coffee has always maintained prices low and
affordable.

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• Company adopts the competitive pricing policy to tackle

the competitors.
• By sourcing high-quality coffee beans and carefully
overseeing the production process, blue tokai delivers a
consistently expentional coffee experience.
• The brand offers a range of coffee options, allowing
customers to tailor their brew to their preferences,
whether it’s the roast level, grind size , or brewing
method.

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CHAPTER – 02 FINANCIAL AND

MARKETING ANALYSIS

2.1 :- ANALYSIS THE COMPANY FINANCIAL STATEMENT

Statement of Balance sheet as on 31.03.2021 , 2022 & 2023
PARTICULARS NOTE 2021 2022 2023
NO
Total current assets : 26.68 20.16 19.03

Cash and equivalents 23.72 17.92 18.2

Cash and equivalents +10.71% -24.45% +1.53%

Short term investment _ _ _

Total receivables 0.71 0.57 0.25

Accounts receivables _ _ 0.03

Other receivables 0.71 0.57 0.22

inventory 2.04 1.32 0.43

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Prepaid expenses 0.21 0.35 0.15

Finance division _ _ _

Finance division _ _ _

Other current assets _ _ _

Restricted cash _ _ _

Other current assets _ _ _

Total assets 61.56 34.13 39.94

Total assets growth +18.47% -44.55% +17.03

%
Net property plan 34.88 13.97 17.55

Gross property 39.52 19.4 23.46

Accumulated -4.64 -5.43 -5.91

Long-term investment _ _ _

Intangible assets _ _ _

Goodwill _ _ _

Other intangible _ _ _

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Finance division _ _ _

Other assets, total _ _ _

Loans receivable _ _ _

Accounts receivable _ _ _

Deferred tax _ _ _

Deferred character _ _ _

Other long-term _ _ 3.37

Total current liabilities 11.98 5.53 4.18

Account payables 0.75 0.5 0.72

Accrued expenses 6.68 2.6 2.07

Short-term borrowing _ _ _

Current portion 1.25 1.29 0.45

Current portion _ _ _

Current portion 1.25 1.29 0.45

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Other current liabilities 3.3 1.14 0.94

Current income _ _ _

Unearned revenue _ _ _

Other current liabilities 3.3 1.14 0.94

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Total liabilities 18.1 14.38 16.75

Total liabilities growth +35.58% -20.58% +16.51

%
Long-term debt _ _ _

Long-term leases 0.79 2.47 0.94

Other liabilities 5.33 6.37 11.63

Unearned revenue _ _ _

Pension & other _ _ _

Deferred tax _ _ _

Other non current liability 5.33 6.37 11.63

Total equity 43.45 19.76 23.19

Total preferred equity _ _ _

Preferred store _ _ _

Preferred store _ _ _

Preferred store _ _ _

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Common stock 286.89 295.97 304.46

Common stock 286.89 295.97 304.46

Additional paints _ _ _

- - - -

Retained earnings -244 -276.77 -281.33

Treasury stock 0.57 0.55 0.07

Treasury stock _ _ _

Comprehensive 0.57 0.55 0.07

Minority interest _ _ _

Total liabilities/assets 61.56 34.13 39.94

Total debt 2.04 3.76 1.39

Total debt growth -3.91% +84.55% -

62.96%

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Chart Title

25

20

15

10

0
Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24

Series 1 Series 2 Column1

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STATEMENT OF CASH FLOW

PERIOD ENDING JUN 30,2024 MAR 31,2024

Cash from operation -2.75 2.75

Cash from investing -0.838 -0.838

Cash from financial -0.114 -0.114

-3.65 -3.6

2.2 :- ASSESS THE KEY FINANCIAL RATIOS

•Working capital ratio :

Working capital ratio is a measure of business liquidity ,
calculated simply by dividing your business’s total
current assets by its total several awards, including best
café design , best new café , best manual brewing
experience , coffee team of the year, and barista of the
year.

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•Quick ratio :
Quick ratio that measures the ability of a company to
use near – cash assets to extinguish or retire current
liabilities immediately.

Qulick ratio = current assets – inventory

Current liabilities.

•Earning per share :

Earning per share is the monetory value of
earning per outstanding share of common stock for a
company during a defines period of time.

•Price – to – earning ratio :

The price – earning – ratio , also known as P/E
ratio , P/E , is the ratio of a company’s share price to the
company’s earnings per share.

P/E = SHARE PRICE

EARNING PER SHARE

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•Debt – to – equity ratio :

A debt – to – equity ratio is a financial metric that
conpares a company’s debt to its equity , or the
proportion of debt used to finance the company’s assets.

2.3 :- MARKET ANALYSIS

Here are some insights into the market analysis of

bru coffee :

•Market share :-
Bru coffee is one of the most popular coffee brand in
india, and in 2022 it held the second target market share.

•Competition :- have been competing for decades in the

instant coffee market.

•Distribution :-
Bru has a wide distribution channel , with retail
outlets in corner shops, discount stores, department
stores , convenience stores , supermarket & chain stores.
 Pricing :-

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Bru has penetration pricing policy , with low prices

and large , medium and single – serve packs.

2.4 :- MARKET TRENDS, COMPETITION & POTENTIAL

GROWTH OPPORTUNITIES

MARKET TRENDS
“Market trends ‘’ bru is one of the most popular coffee
brands in india, with a 32.45% market share in 2022, bru and
nescafe share almost equal 35% of the market.

“instant coffee market growth’’ the indian instant coffee

market is expected to grow at a compound annual growth
rate of around 6.5% from 2024 to 2032.

“regional flavors’’ bru has launched regional flavors like bru

Malabar , a 90:10 coffee – chicory mix.

“bru world cafes” bru lauched bru world cafes in Mumbai in

2011 to offer premium coffee & food option in a pleasant
setting.

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COMPITATION
Bru coffee main competitor is Nescafe

Bru Nescafe
Manufacturer Hindustan unilever Services
[HUL] conglomerate
snestle

market share around 49-51% around 51%

POTENTIAL GROWTH OPPORTUNITY

• India coffee market was valued at USD 478Million in 2022
and is expected to reach USD 1.227.47 Million by 2032 at
a CAGR of 9.87% during the forecast period 2024-2033.
• Coffee market size & trends. The global coffee market size
is estimated at USD 223.78 billion in 2023 and is expected
to grow at a CAGR of 5.4% foram 2024 to 2030.
• Coffee industry growth trends are creating opportunities
for businesses of All sizes. Premium roasts novel flavors
and immersive settings are driving sales for boutique
coffee businesses. Over the last 50 years, coffee
production in india has grown by over 15 percent.

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• The 10 biggest coffee companies in the worldstarbucks

coffee. Eventually , they moved in with Ashley’s parents
and combining their interests and knowledge, they
launched bru with a focus on modern, beautiful and
functional reusable products.

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CHAPTER – 03
MANAGEMENT AND LEADERSHIP
He is managing director of bru coffee , is currently a senior
database administrator at higher colleges of techonology.

• AFTAD GAFFER :
He is the director of bru coffee company aftab gaffer
brings experience from previous roles at rugby first and
Wilkinson, with roabust skill set that includes customer
servie , operation management.

• JUNAID M :
He is managing director of bru coffee, is currently
a senior database administrator at higher colleges of
techonology

• AADIL STEELE MULLA :

Based in leiuster , GB , is currently a business
development manager at bru coffee. Adil steele mulla
brings experience from previous roles at tonrase LTD.

• DANIEL ROGERS :
Baniel rogers based in Cardiff , GB , is currently a store
manager at bru coffee. Rogers brings experience from
previous roles at bru coffee and gelote, persons bakery &
Starbucks.

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• CHINMAY PATEL :
Chinmay patel, based in landon, greater London,
united kingdom, is currently a shift supervisor at bru coffee.
Chinmay patel brings experience from previous roles at Dr
raju desai & wolfabl

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CHAPTER – 04 SWOT
ANALYSIS

SWOT analysis of BRU Coffee

Bru coffee is one of the most favorite coffee brand
in india which got established in the year 1968.
Bru has been active in the coffee industry by bringing
different tastes and flavors of coffee to its customers.
The company condusts various trials before finalizing
the coffee beans in order to deliver the best coffee to
its customers. Bru coffee is owned by another big
brand called Unilever.

STRENGTHS IN THE SWOT ANALYSIS OF BRU

COMPANY
This helps in understanding the core areas of the
business where it beats the competition and have the
competitive advantage in the market. Strengths are
generally the core competency of the business.

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• Strong brand name

Bru coffee has an established brand name in the
market. The brand equity is quittte high owing to the
quality of coffee it provides to the customers.

• Great aroma
The aroma of the coffee is very much liked by the
customers and has a very loyal customer base. This
has helped the brand to establish a good brand to
establish a good brand recall and equity in the
market.

• Advertising is excellent
Bru coffee is famous for its way of advertising the
coffee in the market. The TV ads it airs is absolutely
aligned with the customer behavior and hence it
always have a great reception.

• Distribution and availability

Bru coffee has a very well established
distribution network owing to the fact that it is owned
by Unilever. Moreover, this has helped the brand to be
available in the market which is a key to success for any
brand.

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WEAKNESS IN THE SWOT ANALYSIS OF BRU COFFEE

This is the pain area of the organization where

it does not have the resources or skills. Business has to
work upon these areas so that they are not left behind
from the competition. Though there will be some or
the other weakness but it should not be an area which
takes the business out of the market.
• Underdeveloped industry
Indea is not very much developed in terms of
coffee adoption and at the same time increasing
health consclousness has made people avoid
caffeine – containing drinks.

• Product line is not deep

Though there are different flavors and taste
available in this category but bru coffee has not
yet established the market for different flavors and
hence this has emerged as one of the weakness
owing to the fact that competition is providing
customers with different varieties of coffee.

• High dependence on raw materials which are costly

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There is a high dependence on the raw

materials which are costly to cultivate in nature
and hence the non- availability of raw materials
adds to the hindrance in the manufacturing of
goods and also it adds to the cost of the coffee as
the raw materials need to be over cultivated and
kept in storage to be preserved.

OPPORTUNITIES IN THE SWOT ANALYSIS OF BRU

COFFEE
This helps in understanding what other things
a business can do with the current skills and resources.
It helps the business to know the areas where it can
expand and take a lead in order to diversity the
business and expand the customer base
• Tie up with offices
Bru can tie up with offices which will help in
increasing the customer awareness as well as the
usage in the market. Office going people are the
major market for coffee industry and hence by
letting people drink coffee in the office would be
the great opportunity for the brands to develop a
taste in people.

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• Penetration in the market

Bru can target rural markets in order to
penetrate more in the market enhance their customer
base with reach as well.

THREATS IN THE SWOT ANALYSIS OF BRU COFFEE

This analysis helps in understanding what are
the areas which can impact the business in future or
right away. So business has to prepare itself to handle
the threats in the market landscape. Competition or
increasing number of players in the market with same
value proposition is a threat to business as it directly
lowers down the customer base and revenue

• Direct & indirect competition

There is a high competition in the market both
from the direct coffee players as well as from
other beverage players.

• Prombles with cocoa

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The produce is not easy to cultivate and

farmers are facing major issues and hence it
creates problems for the industry.

CHAPTER – 05 SUMMARY OF
FINDING, SUGGESTION AND CONCLUSION

FINDING

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• Bru is a strong brand that has achieved visibility

among consumer through its aggressive
promotional policies.
• Bru and Nescafe make up most of the instant coffee
market in india. With bru’s market share being
around 49-50%.
• In tamil nadu, bru is the first choice in nine out of 10
households for women between the ages of 24 and
40.
• Bru uses innovative packaging like aroma lock
packages, zipper packages, and minipacks to lock in
the flavor and aroma of the product.
• Bru’s instant coffee is made from a blend of
plantation and robusta beans that are roasted to
perfection.

SUGGESTION

• Add one teaspoon of bru gold instant coffee powder

to a cup, then add 100 milliliters of milk or water
and sugar to taste, stirwell.

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• Bru instant coffee can also be used to make a

refreshing glass of cold coffee.
• Transfer bru instant coffee powder to an airtight
container and store it in a cool, dry and hugienic
place.

THE OVERALL OUTLOOK OF BRU COFFEE

COMPANY

• In 2022, bru had the second largest market share in

india’s coffee industry.
• Bru was launched in 1968 as india’s first coffee
chicory based instant coffee.
• Bru is positioned as a family coffee brand.
• Bru has used innovative packaging, such as aroma
lock and zipper packages, to lock in the flavor and
aroma of the coffee.
• Bru has used OTT micro series and chatbots to raise
brand awareness & promote gender equality.
• Bru launched the BRU world café brand extension in
2011 to offer premium coffee experiences.
• 47% of employees at bru coffee and gelote think the
company has a positive business outlook.

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CHAPTER - 06
LEARNING EXPERIENCE
Organization study under taken BRU Coffee Company
every student doing a professional course needs to undertake
organization study in there, which gives them a chance to
explore their skill and suit them self in the work environment.
The organization study will benefit both students who are
working to a company for which the student is working.
The organization study work was help toward to know how
the various departments in the organization work
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coordinately in achieving vision, mission, &common goal of

the company. It is a time to convert out the knowledge into
reality & the applicability of the theoretical elements into
practical in the organization.
Due to study that I conduct in the company allowed me to
learn the basics of my education and turning those aspects
into reality. The organization study period i.e., 4 weeks made
me to judge whether I can adjust to the corporate
environment or not.
The organization study at BRU COFFEE COMPANY has given
me the opportunity to gain valuable industry related
experience that would allow me to expand my career options.
The skills and knowledge what I got throughout my
academics was quite different than the experience that I
gained in my academics in a more practical approach at
BRU COFFEE COMPANY for example, application of SWOT
analysis and cash flows and porter’s five force model The
guidance, support, feedback and useful suggestion provided
by my Project guide Mr. B.C.TAHASILDAR helped me to
successfully complete this organization study.

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CONCLUSION

From the field survey, I come to know

about the customer’s preference and their needs to
BRU COFFEE COMPANY. This survey method is the best
method for collecting information regarding the
product and to know inner feelings of the consumer.

Market survey is essential to short any

business; Therefore, each graduate should through
knowledge about the market condition.

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I have gained board knowledge during this

survey. I hope this survey will be a step ahead to build
up my career in future.

BIBLOGRAPHY
• Marketing management – Rahulsharma3578
• Research methodology – Guru Gobind Singh
• Marketing research – Hitesh

WEBSITE :
WWW.Wikipedia.com
WWW.Brucoffee.in

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GOVT.FIRST GRADE COLLEGE, DAVANGERE