Case Studies | Grasim - Aditya Birla Chemicals
About The Company
Grasim Industries is a flagship venture by The Aditya Birla Group and is among the largest private sector companies in India. In 2019, Aditya Birla Grasim has reported consolidated net revenue of approx. USD $ 11.2 billion and a net profit (consolidated) of approx. USD $ 1.1 billion. It emerged as a textile manufacturing company since 1848, and is now into diverse interests such as cement and chemicals.
Within its chemical business, the company has been known globally for manufacturing caustic soda by an innovation in membrane cell technologies. The company is constantly expanding its operations across the globe.
The Problem Statement
The caustic soda business was started by Grasim in Nagda, a place in Madhya Pradhesh, at a capacity of 33K TPA which grew to 270K TPA. It is the largest caustic soda manufacturing company.
The company commissioned a 1.8 lac TPA domestic chlor-alkali industry in the year 2013 and since then, its capacity rose to 884K TPA. But along with the rise in capacity, there were new challenges to tackle.
There was a control over the pricing model by the distributors and Grasim was finding it tough to understand how they would reach the end consumer. They were in need for a solution. They soon planned to resolve the issue of reaching
their end consumer through their commitment to innovation, customized delivery and personalization for the clients.
Venturing into omnichannel retailing by adopting the m-commerce route was a strategic requirement for Grasim. Adopting the omnichannel routehelped with easy access to the brand and a deeper understanding of the needs of the end users.
How YRC supported Grasim
Standard Operating Procedures
Standard operating procedures were developed for the start-to-end process, from supply chain to order management, inventory, logistics and warehouse management were all framed and implemented by YRC experts.
IT System Integration
YRC also helped with critical IT system integration for the mobile app and the strategic aspects of the mobile app development with respect to ideation, conceptualization, UX strategy, implementation, User Acceptance Testing (UAT) and launch.
YRC offered outsourcing services for management of D2C retail stores and generating sales.Right from managing the sales teams, recruitment, logistics, order fulfilment management, inventory management and customer sales, all the core front-end functions were outsourcedto YRC outsourcing experts.