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A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT AT

HLL LIFECARE LIMITED, IN SPECIFIC REFERENCE TO HCS

AND RBD DIVISON

A PROJECT REPORT

Study report submitted in partial fulfillment of the requirement

for the award of the degree of

Bachelor of Business Administration

CHINMAYA UNIVERSITY

Submitted by

VISHNU H

17EU3007

CHINMAYA VISHWAVIDYAPEETH

Adi Sankara Nilayam, Adi Sankara Marg, Veliyanad, Ernakulam,

Kerala – 682313

2017 – 2020

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DECLARATION

I hereby declared that the study titled “A Study on

Customer Relationship Management at HLL Lifecare

Limited In Specific Reference to HCS and RBD Division”, is

a bonafide work done by me in partial fulfillment of the

requirements for the award of the degree of Bachelor of

Business Administration of Chinmaya University,

Veliyanad during the year 2019 under the guidance of

Prof. Hari Sundar G, Associate Professor, Chinmaya

Vishwavidyapeeth, Adi Sankara Nilayam, Adi Sankara

Marg, Veliyanad, Ernakulam, Kerala – 682313.

This study is independently done by me during the period

of 23rd – 30th December 2019 and declares that the report

has not been previously formed by any other person for

the award of any other degree.

Place: Thiruvananthapuram VISHNU H

Date:

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School of Contemporary Knowledge Systems

Chinmaya Vishwavidyapeeth

Adi Sankara Nilayam, Adi Sankara Marg, Veliyanad, Ernakulam, Kerala – 682313

Certificate

This is to certify that the project entitled “A Study on Customer Relationship Management at HLL Lifecare Limited In Specific Reference to HCS and RBD Division”, submitted in partial fulfillment of the requirements for the award of the degree of Bachelor of Business Administration to Chinmaya University, Veliyanad, is a record of bonafide study work carried out by VISHNU H during his internship in 23rd

– 30th December 2019, at Hindustan Latex Limited, Thiruvananthapuram.”, Under my guidance and that no part of this project report has been submitted earlier for the award of any degree or discipline. Place: Thiruvananthapuram Prof. Hari Sundar G Date: Associate Professor Prof. Subbarao V. Jayanti Head of the Department CKS Department

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Acknowledgment

At the outset, I thank God Almighty for his blessing throughout the study

and for making possible for me to complete the internship within the

stipulated time.

I would like to express my heartfelt gratitude to Prof. Hari Sundar G,

Associate Professor School of Contemporary Knowledge Systems, Arun

Krishnadas Manager – Administration and Shanker Ramanathan,

Director - Admissions and Chinmaya Vishwavidyapeeth for permitting

me to undergo this internship training at HLL Lifecare Limited,

Thiruvananthapuram and for his guidance and suggestion for the

preparation of this study report. I extend my thanks to all faculty

members of the Department, for their help and encouragement.

I wish to express my gratitude to Mr. Manoj B S Daya, Manager (HR –

RBD) and Mr. Vivek V S, Manager i/c (HR – HCS) HLL Lifecare

Thiruvananthapuram for granting permission and rendering

wholehearted support throughout the internship training in the

company. In addition, I express my thanks to, Marketing Manager and

All Staffs of Corporate Head Office, Factories and Pharmaceutical Outlets

of Hindustan Latex Limited Thiruvananthapuram, who provided

information and resources.

I extend my token of love to all my family members and friends for their

support and encouragement for the successful completion of this

internship training.

Place: Thiruvananthapuram VISHNU H

Date:

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INDEX

Chapter

Particulars

Page Number

1

Executive Summary

8

2

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10

Introduction

Introduction to Customer Relationship Management Aims of Customer Relationship Management Why Customer Relationship Management? Ways to keep customers for future business How to introduce CRM in the company Significance of the study Objectives of the Study Limitation of study Area of study Period of study

9 – 12

9 9

10 10 11 11 12 12 12 12

3

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12

Profile

Company Profile Motto Vision Mission Purpose Values Employees A Global Perspective Objectives Corporate Objectives Organizational Policies Corporate plan

13 – 45

13 14 14 14 14 15 15 16 16 16 17 17

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3.13 3.14 3.15 3.16 3.17

Products Major Collaborations Mile Stone Marketing Department Services Department

17 18 18 36 42

4

4.1 4.2

Literature Review

Review of the Existing Literature. Conceptualization

45

45 45

5

5.1 5.2 5.3

Role of CRM in the operations of RBD and HCS

divisions

Importance of CRM in RBD and HCL divisions in HLL Benefits of Implementing CRM in RBD and HCL divisions in HLL Role of Technology in CRM

46 – 47

46 46

46

6

6.1 6.2 6.3 6.4 6.5 6.6

Research Methodology

Research Design Collection of the data Data collection Sampling for Customer Relationship Management Analysis Questionnaire Sample for Customer Relationship Management Analysis Percentage Analysis

48 – 62

47 47 47 47

48

50

7

Findings

63

8

Analysis

64

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9

Suggestions

65

10

Conclusion

66

11

Reference

67

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EXECUTIVE SUMMARY

The approaches in marketing functions are changing very fast in tune

with the changing challenges and changing the behavior of customers.

The focus of the transactional marketing approach was on the individual

transaction and does not concern continuous relationships with

customers. The customer was viewed as an outsider to the business. On

the other hand, customer relationship management focuses more widely

on customers and on entire functions connected with the customization

of relationships, enhancing customer loyalty and the lifetime of the

customer with the organization.

Simply put, organizations have discovered competitive advantage and

growth drivers, among others, through CRM.

The project titled “A Study on Customer Focus at HLL Lifecare Limited,

Thiruvananthapuram.” It helps us to understand the effect of the

customer relationship, which is responsible for attracting customers

towards the products and services of Hindustan Latex Limited,

Thiruvananthapuram. This study is helpful for top-level management to

improve the Customer Relationship Management of Hindustan Latex

Limited. The project was carried out as per the steps of Marketing

Research. The well-supportive objectives were set for the study to meet

the objectives primary research was undertaken. The instrument used

for the data collection was observation & questionnaire. The target

respondents were the customers and employees of Hindustan Latex

Limited, Thiruvananthapuram. Tables & charts were used to translate

responses into meaningful information to get the most out of the

collected data.

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INTRODUCTION

Introduction to Customer Relationship Management

The biggest management challenge in the new millennium of liberalization and

globalization for a business is to serve and maintain a good relationship with the king –

the customer. In the past producers took their customers for granted, because at that

time the customers were not demanding nor had an alternative source of supply or

suppliers. But today there is a radical transformation. The changing business environment

is characterized by economic liberalization, increasing competition, high consumer

choice, demanding customers, more emphasis on quality and value of purchase, etc.

All these changes have made today’s producer shift from traditional marketing to modern

marketing. Modern marketing calls for more than developing a product, pricing it,

promoting it and making it accessible to the target customer. It demands to build trust, a

binding force and value-added relationship with the customers.

The process of developing a cooperative and collaborative relationship between the

buyer and seller is called customer relationship management shortly called CRM.

According to Ashoka Dutt head of Citi Bank, “the idea of CRM is to know the individual

customer intimately so that the company has a customized product ready for him even

before he asks for it.”

Aims of Customer Relationship Management

CRM is a new technique in marketing where the marketer tries to develop long term

relationships with the customers to develop them as lifetime customers. CRM aims to

make the customer climb up the ladder of loyalty.

The company first tries to determine who are likely prospects i.e. the people who have a

strong potential interest in the product and the ability to pay for it. The company hopes

to convert many of its qualified prospects into first-time customers and then to convert

those first-time customers into repeat customers. Then the company tries to convert

these repeat customers into clients – they are those people who buy only from the

company in the relevant product categories. The next challenge for the company is to

convert these clients into advocates. Advocates are those clients who praise the company

and encourage others to buy from it.

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The ultimate challenge is to convert these advocates into partners where the customers

and the clients work actively together to discover ways of getting a mutual benefit.

Thus in CRM the key performance figure is not just the current market share but the share

of lifetime value by converting customers into partners.

In CRM the company tries to identify that a small percentage (20%) of key account holders

whose contribution to the company revenues is high (80%). So from this point of view,

CRM is also known as KEY ACCOUNT MANAGEMENT.

Why Customer Relationship Management?

A satisfied customer in 10 years will bring 100 more customers to the company.

It costs more to attract a new customer than to serve an old one.

A small percentage of the company’s loyal customers account for more percentage

of its revenues.

Ways to keep customers for future business

Every part of the company’s marketing effort should be geared toward building

lifetime relationships.

People want to do business with friendly people. To have effective relations a

friendly attitude must permeate in the organization.

Information technology developments should be positively used to serve

customers.

The company should always be flexible to bend its rules and procedures in the

client’s favor.

The company should communicate with its customers even when it is not trying to

sell something.

The company can communicate and develop stronger customer bonding by

providing financial and social benefits.

The company should try to know all its customers including their lifestyles,

hobbies, likes, and dislikes etc.

The company should make it a point to deliver more than what is promised.

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How to introduce CRM in the company

Step 1: Identify your customers

To launch a one to one initiative the company must be able to locate and contact a fair

number of customers or at least a substantial portion of its valuable customers. It is crucial

to know the customer details as much as possible, not just their names or address, but

their habits, preferences and so forth.

Step 2: Differentiating your customers

Customers are different in two principal ways, they represent different levels of value and

have different needs. Once the company identifies its customers differentiating them will

help the company to focus its efforts to gain the most advantage with the most valuable

customers.

Step 3: Interacting with the customer

Interaction is also a crucial component of a successful CRM initiative. It is important to

remember that interaction just not occur through marketing and sales channels, the

customer interacts in many different ways with many different areas of the organization

so to foster relationships all the areas of the organization must be accessible to the

customer.

Step 4: Customize your enterprise’s behavior

Ultimately to lock a customer into a relationship a company must adapt some aspect of

its behavior to meet customer’s individually expressed needs this might mean mass

customizing a manufactured product or it might involve tailoring some aspect of the

service surrounding the product.

Significance of the study

CRM (customer relationship management) is an integrated effort to strengthen the

network of relationships for the mutual benefit of both parties. The biggest management

challenge in the new millennium of liberalization and globalization for a business is to

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maintain a good relationship with the king – the customer. This study is of great

significance because to study on customer relationship management would enable the

researcher to know about the CRM practices adopted in Hindustan Latex Limited.

Objectives of the Study

To study the current practices of CRM at RBD and HCS divisions of HLL.

To find out the impact of CRM on Operations of HCS and RBD divisions of HLL

Limitation of study

The study is based on a questionnaire method by including 30 people.

The study has been conducted in Corporate Head Office, Factories and Pharmaceutical

outlets of Hindustan Latex Limited, Thiruvananthapuram.

The study has not been related to any other enterprise.

Due to the busy working schedule, full information was not gathered.

Certain confidential interpretations are subject to limitations information regarding the

study was not available and the analysis and interpretations are subject to limitations.

Area of study

The study was conducted at Hindustan Latex Limited – Corporate Head Office, Factory,

Pharmaceutical Outlets- Trivandrum and it is the oldest and one of the biggest enterprises

in the city.

Period of study

23rd December 2019 - 30th December 2019.

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PROFILE

Company Profile

HLL Lifecare Limited (formerly Hindustan Latex Limited) (HLL) is an Indian healthcare

products manufacturing company based in Thiruvananthapuram, Kerala, India. A

Government of India -owned corporation(Public-sector undertaking), it produces health

care products, including condoms, Surgical Sutures, Hydrocephalus Shunts, Tissue

Expanders, blood bags, and contraceptive pills. As a condom-manufacturing company,

HLL Lifecare started small but dreamed big. That dream changed lives in ways

unimaginable. Soon, HLL became the go-to brand for various contraceptives. It was only

a matter of time before diversification followed, bettering the brand with healthcare

products and services.

HLL’s first plant began operations on April 5, 1969, at Peroorkada in Thiruvananthapuram

district of Kerala. The plant was established in technical collaboration with M/s Okamoto

Industries Inc. Japan.

Today, seven manufacturing plants later, HLL has grown into a multi-product, multi-unit

organization addressing various public health challenges facing humanity. In 2003, when

HLL had a turnover of a mere INR 163 crores, it had set its sights on becoming an INR

10,000 crore company by 2020.

By 2010, HLL not only surpassed this figure but also drew a clear road map to achieve five-

fold growth by 2020.

The recognitions and laurels soon followed. Now, HLL is a Mini Ratna, upgraded as a

Schedule B Central Public Sector Enterprise. The company received the Prime Minister

Award for being the best public sector enterprise in India. It is also the only company in

the world, which manufactures and markets such a wide range of contraceptives. Today,

HLL produces 1.316 billion condoms annually, making it one of the world’s leading

condom manufacturers, accounting for nearly 10 percent of the global production

capacity.

Over the years, each of the initiatives taken up by HLL has been aimed at providing quality

healthcare to every family. HLL’s associated institutions, Hindustan Latex Family Planning

Promotion Trust (HLFPPT) and LifeSpring Hospitals, have ensured this to the nation’s

underserved and vulnerable populace, at an affordable cost.

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With a vast array of innovative products, services and social programs to meet the

country’s healthcare needs, HLL Lifecare Limited is firmly on track, with its motto of

'Innovating for Healthy Generations'.

HLL continues to make its mark by setting new goals and taking on challenges, others

often view as impossible.

HLL today has seven state-of-the-art manufacturing plants, which are

Peroorkada in Thiruvananthapuram, Kerala for contraceptives,

Kanagala near Belgaum in Karnataka (1985) for contraceptives and pharmaceutical

products,

Akkulam in Thiruvananthapuram, Kerala (1994) for hospital products,

Kakkanad in the Cochin Special Economic Zone, Kerala (2004) for female condoms

and male condoms (export),

Manesar in Gurgaon, Haryana (2007) for rapid in-vitro diagnostic test kits,

Indore in Madhya Pradesh (2010) for pharma and women’s healthcare products

and Gajwel in Medak,

Andhra Pradesh (2012) for condoms.

All these units have ISO 9001, ISO 14001 - quality and environmental management system

certifications. HLL’s Peroorkada, Akkulam, and Kanagala plants have OHSAS 18001

certification for efficient occupational health and safety management systems. The

testing laboratory for finished products at Peroorkada Factory has NABL accreditation

under ISO/EC 17025.

Aakkulam Factory in Thiruvananthapuram district of Kerala is the state- of -the art facility

for the manufacture of Blood Bags and other medical devices namely Intra-Uterine

Devices (IUDs), Surgical Sutures, Hydrocephalus Shunts, Tissue Expanders and Tubal rings.

The above products are manufactured in class 10000 and class 100 Cleanroom facilities

maintained in a centrally air-conditioned atmosphere. The products have C E

International Quality Certification and the manufacturing facility has been certified for

conformity with international quality standards-ISO 9001, WHO GMP, ISO 13485, OHSAS

18001 and ISO 14001.

The annual production capacity of blood bags at the factory stood at 12.5 million pieces,

copper IUDs - 5.5 million pieces, surgical sutures - 1, 25,000 dozens and tubal rings - 2.5

million pairs.

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The products are exported to more than 20 countries. AFT has won awards for pollution

control, productivity, and innovation.

Motto

Innovating for Healthy Generations.

Vision

To be a globally respected organization, focusing on inclusiveness by providing affordable

and quality healthcare solutions through continuous innovation.

Mission

To accomplish the Corporate Vision, HLL Lifecare Ltd has outlined following Mission,

which focuses on five key areas:

Provide quality products and services meeting international standards.

Excellence through continual improvement by the adoption of best technologies

and practices.

Customer delight and value creation through innovation, Research &

Development, cost Management and customer care.

Focusing on human resource development to meet the needs of a challenging

business environment.

Be a socially committed corporate by maintaining the highest standards of

corporate governance and corporate social responsibility.

Committed to the well-being of mother earth and future generations through

green initiatives and the promotion of sustainable development.

Purpose

The very purpose of business at HLL is to provide high-quality products and services at

affordable prices.

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Values

HLL has a Value Charter – TTT– Trust, Transparency and Teamwork. It symbolizes the

philosophy of HLL; its reason for existence, values and principles it follows in its daily

activities. It also provides a common direction for all employees of HLL; the way to

conduct in personal and professional life.

Trust

We shall practice what we profess and thereby build trust among all our stakeholders.

We believe that trust creates an atmosphere of mutual respect and support. We shall

never compromise doing the right things at the right time consistently.

Transparency

We shall exhibit honesty and accountability in all our activities. We shall encourage the

active participation of all stakeholders in our decision-making process. We shall practice

Equity, Fairness and Justice at work.

Teamwork

We believe that excellent outcomes can be achieved only through teamwork. We shall

build teams committed to company goals. We shall foster friendliness, camaraderie, and

selflessness.

HLL Lifecare Ltd. has adopted a Code of Business Conduct & Ethics for Board Members

and Senior Management, Enterprise-wide Risk Management Policy and has constituted a

qualified and independent Audit Committee of the Board of Directors. It also has a formal

statement of Board Charter that sets out the role, structure, responsibilities and

operation of the Board of HLL and its delegation of authority.

Employees

The competence and commitment of the employees, sustained for over decades, have

made HLL a fast-growing global entity. This is reflected in the energy of more than 2700

employees. HLL provides demanding and challenging opportunities for each employee.

Through appropriate training and mentoring programs, business plan meets and regular

communication, employees are made to align with the organization’s culture, vision, and

purpose.

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A Global Perspective

With the changing socio-political climate, global health programs are constantly seeking

diverse solutions in the areas of medicine and healthcare. HLL provides the perfect

answer to many questions that the world faces in healthcare, thanks to its extensive

experience, innovative technologies and ample resources which today reach over 115

countries spanning the seven continents. Its consultancy services and products are part

of the global healthcare packages of international agencies such as UNPFA, UNOPS,

UNHCR, WHO, PSI and IDA.

Objectives

The company will strive to fulfill its vision/mission by

Attaining rapid growth and global levels of operations with high-quality cost

competitiveness and be among the top three players in each main product

category.

Create a culture of continuous innovation through Research & Development

initiatives.

Strive to be the employer of choice in India with employee satisfaction levels of

over 90%.

Be recognized as the leading social organization in the field of Reproductive and

Women's Healthcare.

Corporate Objectives

Maximize utilization of existing plants capacity

Raise the profitability of the company

Taking up social marketing projects

To explore possibilities for a strategic alliance for diversification

To make continues effort for up-gradation of technology and quality

internationally competitive

To improve sustainability direct marketing for all products

To maximize cost reduction

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Organizational Policies

Provide products and services conforming to international standards in the health area to

the complete satisfaction of all customers and for building healthy generations.

Achieve a high standard of personal, corporate and business excellence through

continual improvement, human resource development and teamwork.

Market the products and services of the company globally on the strength of

innovation quality.

Meet statutory & requirement and bean organization with good corporate social

responsibility

HLL committed to quality by mandating that all manufacturing facilities be certified

to a quality system standard.

Corporate plan

Vision 2020

Your Company has framed Vision 2020 - Corporate Plan to make HLL a 10,000 Cr.

healthcare company by the year 2020. The Vision 2020 plan founded on fostering

inclusiveness and providing quality healthcare products and services through continuous

innovation.

Products

HLL has an exhaustive assortment of products, from the popular brand of condoms

‘MOODS’ to the company’s natural products ‘Herbs &Berries’, an Ayurvedic product

range. Right through its journey from manufacturing contraceptives, many products have

continued to take shape at HLL. These include re-hydration salts, blood transfusion

equipment and wound care products, blood-banking equipment, neo-natal care

equipment and, surgical and healthcare products. Each category caters to a different

segment of society, helping HLL make life a better experience.

Five products (health care products) are produced in the Aakulam factory.

They are

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1. Blood bags

2. Copper T

3. Hydrocephalus shunt

4. Tissue expanders

5. Sutures

Trade range is

Blood bag: HLL Hemopact

Copper T: T care 200 B, 380 A

Suture: Henry in, Hinsurg, Hinsil

Tissue expander: HL Subutex

Tubal ring

HLL has achieved 100% capacity utilization at its Condom production units. Efforts are

being made to achieve better capacity utilization for other products.

Major Collaborations

In its search for becoming a truly world-class provider of healthcare products and services,

HLL has been seeking to adapt knowledge from its partners. HLL has over the years been

networking with various corporate organizations, development agencies and NGOs by

combining the strengths and capabilities of several world leaders. Some of them are listed

below:

Okamoto Industries Inc. for male condoms.

Female Health Company (FHC) for the manufacture of Female Condoms and its

promotion.

Finishing Enterprises, USA for Copper T IUD.

Helm, Germany for distribution of DMPA (Depot Medroxyprogesterone Acetate)

in India.

Arya Vaidya Sala (AVS), Kottakkal, Kerala, for Natural Ayurvedic products.

Bharat Biotech International Ltd., Hyderabad for Hepatitis B and Typhoid Vaccines.

Chengdu Institute of Biological Products, China for the supply of JE Vaccines to

Government of India.

Cheng Da Biotechnology (CDBIO), China for the marketing of Human Anti-Rabies

Vaccine in India.

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Cycle Technologies Inc., the USA for manufacture and distribution of Cycle Beads

in India and abroad.

More than 300 NGOs for implementing population stabilization and HIV/AIDS

prevention and control programs.

Mile Stone

2019

HLL launched a “Plastic-free HLL” campaign on 2 October in connection with the

‘Swachhata hi Seva’ campaign launched by Govt of India.

Annual Plan Workshop 2019 was held at the Corporate R&D Centre on 30-31

January 2019.

HMA conducted the 6th edition of the International Training Programme on

"Procurement Management in Healthcare Sector" from 29 January to 02 February

2019 at Udayasamudra Leisure Beach Hotel, Thiruvananthapuram.

32 academically outstanding students seeking admissions in professional and

technical courses from Thiruvananthapuram and Kanagala were given Pratheeksha

scholarship as part of HLL’s CSR initiative on 31 January 2019.

K Beji George appointed as the Chairman & Managing Director on 01 April.

HLL completed 50 years in condom production on 05 April 2019.

Wings Officers Club and Recreation Clubs of HLL undertook ‘flood relief’ initiatives

in Kerala to support the distressed people living in relief camps due to floods.

Employees contributed groceries clothes and other relief materials which were

delivered to the collection centers on 14 August

HLL CMD and Chairman TOLIC(U) Mr. K.Beji George IRTS, received Rajbhasha Kirti

Puraskar (First Prize among TOLICs in ‘C’ region for the best Implementation of

TOLIC) from Union Home Minister Mr. Amit Shah during the Hindi Divas

Celebrations of Ministry of Home Affairs on 14 September at Plenary Hall, Vigyan

Bhavan, New Delhi

2018

Govt of Uttar Pradesh, in association with National Health Mission(NHM), has set

up CT scan units in 28 district-level hospitals for providing the vital service free-of-

cost. The initiative was launched on 24 January - UP Divas by Mr. Yogi Adityanath,

Chief Minister of UP.

HLL Peroorkada Factory" has been awarded SECOND PRIZE for the "SUSTAINED

EFFORTS IN POLLUTION CONTROL & INITIATIVES IN ENVIRONMENT PROTECTION"

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in the category of Large Scale Industries from KERALA STATE POLLUTION CONTROL

BOARD for the year 2018 on June 06th at Thiruvananthapuram.

HLL employees donated Rs 28.26 Lakhs for Kerala flood relief and also actively took

part in the rescue efforts at various parts of the State during August – September.

A network of 28 Hindlabs diagnostic labs was opened as part of the Chief Minister's

Free Diagnostics Services Programme in Assam on 02 October 2017.

2017

Dr. Rakesh Kumar Vats, I.A.S, Additional Secretary and Director General (DG) of

Central Government Health Scheme (CGHS) has taken charge as the Chairman and

Managing Director (C&MD) of HLL Lifecare Limited on 15 November 2017.

Kerala State Government in association with HLL has launched the 'She-pad'

project, aimed to provide free and high-quality sanitary napkins to girl students in

government and aided schools across the state, at a function held at

Janardhanapuram Higher Secondary School at Ottasekharamangalam,

Thiruvananthapuram on 08 November 2017.

Opens first HINDLABS MRI and Scan Facility in Thiruvananthapuram at Sree

Avittom Thirunal (SAT) hospital at Medical College campus by Ms. K.K. Shailaja

Teacher, Minister of Health & Family Welfare, Govt of Kerala on 13 September

2017.

AMRIT Pharmacy opens its 100th Store in Shimla on 21 August 2017. 15 AMRIT

pharmacies were inaugurated in the states of Assam (12 outlets), Uttar Pradesh (2

outlets), Punjab (1 outlet) and Himachal Pradesh (1 outlet) adding to the 84 that

are already operational across 18 states.

A total of 12 VENDIGO machines and Incinerators were installed at various

locations at Thiruvananthapuram Medical College on 17 June 2017.

HLL will take into industrial production and commercialization of three medical

devices, the know-how for which has been developed by the prestigious Sree

Chitra Tirunal Institute for Medical Sciences and Technology (SCTMST). Mr. Jagat

Prakash Nadda, Union Minister of Health and Family Welfare officially transferred

the know-how to Mr. R.P. Khandelwal, C&MD, HLL during the 2ndTechnology and

Industrial Meet on 17 May 2017 organized by the Sree Chithra Institute.

HLL Infra Tech Services Ltd (HITES) signed MoU with the parent company HLL for

the FY 2017-18, at its corporate office in NOIDA. The MoU was exchanged between

Mr. R P Khandelwal, C&MD (HLL) and Mr. S N Sathu, CEO (HITES) on 09 May 2017.

HLL Management Academy (HMA) hosted the International Training Programme

on Procurement Management on 17-18 January at Kovalam, Thiruvananthapuram.

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MOODS condom bags the Prestigious Brands of Asia Award 2017 in Mumbai on 20

January.

Chief Secretary to Govt. of Kerala distributed HLL’s Pratheeksha Scholarships for

the 2016-2017 academic year to 28 BPL students pursuing professional courses on

27 January.

Coinciding with Valentine’s Day, MOODS launched a unique two-month-long

“#MoodsOnWaves contest” at the national level on 14 February.

Hindlabs Specialty Clinic at Medical College, Thiruvananthapuram opened a

thyroid clinic on February 18.

HLL Peroorkada Factory bagged FIRST PRIZE for the Outstanding Safety

Performance in the category of Very Large Size Industries other than Chemical &

Engg: from National Safety Council for the year 2016. The award was received on

04 March.

Opened its 12th HLL Pharmacy & Surgicals and HLL Opticals at the Alappuzha

Government TD Medical College on 18 March.

Opened HLL Pharmacy and Surgicals and HLL Optical outlets at Government

Medical College, Thrissur on 18 March.

Dr. Babu Thomas, Director- Marketing retires from service on 31 March.

T Rajasekar appointed as the Director - Marketing on 01 April.

HLL signed an agreement with the Maharashtra government for providing

diagnostic services in state-run health facilities on 09 February. Subsequently, HLL

opened 65 laboratories (named as Mahalabs) and nearly 2,300 collection centers

in 34 districts of Maharashtra.

2016

Opens the first AMRIT outlet in Kerala at Pulayanarkotta in Thiruvananthapuram

on 27 December.

Opens HINDLABS Blood Collection Centre near the General Hospital Junction,

Thiruvananthapuram on 27 December.

HLL CMD received Thiruvananthapuram City Rajbhasha Samiti award, in his

capacity as Chairman-TOLIC, from Andhra Pradesh Governor E S L Narasimhan on

21 December.

Under the Manasa Plus project, HLL in association with Thiruvananthapuram

District Panchayat has installed sanitary napkin vending machines, VENDIGO and

napkin incinerators, in 150 government and aided schools in Thiruvananthapuram

district on 22 November 2016.

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HLL in association with State Government of Gujarat and Union Ministry of Health

and Family Welfare launched the AMRIT DEEN DAYAL project in Gujarat and

opened 52 AMRIT Deen Dayal pharmacies to offer drugs at highly discounted rates

on 14 November 2016.

Mr. R.P Khandelwal, Director (Finance) has been given the charge of Chairman and

Managing Director on 01 June 2016.

Central Ministry of Health and Family Welfare appoints Mr. E A Subramanian as

Director -Technical and Operations on 01 June 2016.

Dr. K.R.S Krishnan, Director (Technical & Operations) retires from service.

Dr. M. Ayyappan, C&MD retires after 25 years of service at HLL. He joined HLL in

1991 as Marketing Manager and rose to the position of Managing Director in 2003

and then to Chairman and Managing Director in 2005.

Completes the construction of the new 7-storied ‘Golden Jubilee Block’ at the

Corporate Head Office campus on 9 May 2016.

Opens Hindlabs Diagnostic Centre & Super Specialty Clinic at TRIDA Sopanam

Complex, opposite Govt Medical College, Thiruvananthapuram on 9 May 2016.

Launched MOODS Cup, Football Tournament on 27 February 2016.

Union Minister of Health and Family Welfare laid the foundation stone for Rs 150

crore super specialty block for the Government Tirumala Devaswom (TD) Medical

College on 20 February 2016. The 14,100 sq m Block is constructed by HLL Infra

Tech Services Ltd (HITES).

CSR initiative, Pratheeksha Charitable Society, distributed the Pratheeksha

scholarship awards for the academic year 2015-16 on 28 January 2016. The

scholarship is an initiative to educate academically outstanding students from BPL

families.

2015

HLL Lifecare Ltd has won the prestigious Rajbhasha Kirti Puraskar, the ninth time

for effective implementation of the official language, Hindi. The Award was

received by HLL CMD Dr. M Ayyappan from Indian President Mr. Pranab Mukherjee

on 14 September.

Mr. Oommen Chandi, Honourable Chief Minister of Kerala, inaugurated the LNG

storage and re-gasification facility at Peroorkada Factory Trivandrum on 09 July

2015.

Mr. Adoor Prakash, Minister for Revenue and Coir, Government of Kerala,

inaugurated HLL Management Academy (HMA), a not-for-profit organization to

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meet the growing demand for skilled management professionals in the healthcare

sector on 03 July 2015.

Union Minister for Health and Family Welfare, Mr. J.P. Nadda visited HLL on April

10, 2015.

Dr. M.Ayyappan, Chairman & Managing Director, HLL, received a premiere NIB

Award named ‘Business Icon of the Year–2015’on 21 February 2015.

HLL Biotech Ltd (HBL) launches Cost-effective Pentavalent and Hepatitis B vaccines

at New Delhi on 30 January 2015.

HLL’s first PPP model Lifecare Centre opened at Gitanjali Hospital on 23 January

2015.

HLL kicks off Pratheeksha Charity drive. 30 academically outstanding students

belonging to the BPL category and pursuing various professional courses in

Thiruvananthapuram and Kanagala received grants for further studies on 20

January 2015.

HLL Family magazine received Kerala Management Association’s Excellence Award

2014 for the best in-house magazine on 15 January 2015.

Union Minister of Health and Family Welfare opened AMRIT (Affordable Medicines

and Reliable Implants for Treatment) a pharmacy for affordable cancer and

cardiovascular drugs and implants at ALL India Institute of Medical Sciences, New

Delhi on 15 November 2015.

Union Minister of Health and Family Welfare inaugurated 'HLL BHAWAN', a

regional office in Mumbai on 23 November 2015

2014

HLL has paid Rs. 453 Lakhs as dividend to the Government of India for the financial

year 2013 – 14.

Sargasangamam – the cultural festival of Industrial Kerala held from 11 – 22

November 2014. Shri Nedumudi Venu received the Sargasangamam 2014 award

from K Muralidharan, MLA on 11 November 2014.

Union Minister for Health and Family Welfare Dr. Harsh Vardhan visited HLL on

September 19, 2014.

Mr. Lov Verma, Secretary, Ministry of Health and Family Welfare, Government of

India, laid the foundation stone of the new building at HLL’s Corporate Head Office

in Thiruvananthapuram on 28 August 2014 and also commissioned 300 million

pieces new condom molding in Irapuram, Kochi on 30 August 2014, during his

three-day visit to HLL.

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HLL formed a new subsidiary HLL Infratech Services Limited (HITES) specializing in

medical infrastructure development, healthcare institution’s facility management

services and procurement of medical equipment and devices.

HLL and All India Institute of Medical Sciences (AIIMS) have collaborated to launch

a Free Generic Pharmacy to provide generic medicines in New Delhi.

HLL launched Moods Planet, a one-stop exclusive retail showroom for condoms, in

Kochi.

HLL has teamed up with Mumbai based Tata Memorial Centre (TMC) for

constructing a state of the art Women and Children Cancer hospital at Parel in the

western metropolis.

HLL Corporate R&D Centre won the prestigious Bill & Melinda Gates Foundation's

Grand Challenges Explorations grant of $100,000 on 3 June 2014, for the

innovative project of HLL Lifecare Limited to produce a new generation of

polyester-based condoms that is cheaper and eco-friendly.

The Memorandum of Understanding (MoU) between HLL Lifecare Ltd (HLL) and

HLL Biotech Ltd (HBL) for the year 2014 -15 was signed on 24 March 2014 at the

Office of the CMD, HLL. The MoU was signed by HLL C & MD Dr. M Ayyappan and

Shri. Raman Ramachandran, CEO on behalf of HBL. Senior Officials of HLL, D (T&O),

D(F), SVP(M), VP(HR), VP (F), CS & VP(F) were present during the function.

The Memorandum of Understanding (MoU) between HLL Lifecare Ltd and the

Ministry of Health & Family Welfare for the year 2014 -15 was signed on 21 March

2014 at the Office of the Secretary, MoHFW, Nirman Bhavan, New Delhi. The MoU

was signed by HLL C & MD Dr. M Ayyappan and Shri. Lov Verma, Hon’ Secretary,

MoHFW. Senior Officials from the Ministry and HLL representatives, D (T&O), D(F),

SVP(GB) etc witnessed the signing ceremony.

HLL acquired 74 percent equity stakes of GAPL on 19 March 2014. Dr. M.Ayyappan,

C&MD HLL will be the Chairman of GAPL.

The Govt. of Tamil Nadu has chosen HLL Biotech Limited (HBL as one of the 16

companies to set up new projects for the overall industrial development of the

State of Tamil Nadu.

2013

HLL in association with HLFPPT and Ministry of Health and Family Welfare

organized the first global health conference on Social Marketing (SM) and Social

Franchising (SF) which was attended by 400 delegates from India and 25 other

countries, on 3-5 December 2013.

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Two innovative ideas from HLL Corporate R&D Centre won prestigious recognition

from Bill & Melinda Gates Foundation. HLL ideas have been selected to receive

research funding of US 100,000 (Rs. 61 Lakh) and USD 859,123 (Rs. 540 Lakhs) to

develop Next Generation Condoms using Graphene and to undertake the

development of coated Copper T.

HLL has paid Rs. 387 Lakhs as dividend to the Government of India for the financial

year 2012 – 13.

HLL has won the prestigious Indira Gandhi Rajbhasha Shield for 2013-2014 – the

eighth time the company has been honored for its outstanding performance in

implementing the official language, Hindi. HLL won the first prize in the C-Region

category of the awards. Shri. Pranab Mukherjee, Hon’ble President of India,

presented the award to Dr. M Ayyappan, Chairman & MD, HLL at a function in Delhi

on September 14, on the occasion of Hindi Diwas.

HLL Biotech Ltd. signed an agreement with Biological E for Technology

collaboration on 26 August 2013.

Sargam, the newly renovated HLL Recreation Club Hall near HLL Peroorkada

Factory opened on 25 August 2013.

HLL launched an integrated solid waste management project at Kowdiar ward in

Thiruvananthapuram, Kerala on 25 August 2013.

HLL launched an integrated solid waste management project at Kowdiar ward in

Thiruvananthapuram, Kerala on 25 August 2013.

HLL Biotech Ltd. (HBL), the subsidiary company of HLL tied up with the Institute of

Immunology, Zagreb (IMZ) for the manufacture of measles vaccines in India on 20

August 2013.

HiCARE Limo, simple, disposable and cost-effective orthopedic device was unveiled

on July 29, 2013, at New Delhi in the presence of Prof. K. Vijay Raghavan, Secretary,

Department of Bio-Technology and HLL C&MD Dr. M. Ayyappan.

HLL received TMA Innovation Award 2013 in recognition of its commendable

initiatives in waste management in the State on 22 July 2013.

Shri. Keshav Desiraju I.A.S, Secretary (Health & Family Welfare), Govt. of India

inaugurated the new suture manufacturing facility with an installed capacity of

1.25 Lakh dozens at HLL’s Akkulam Factory on 12 July 2013.

Shri. Keshav Desiraju I.A.S, Secretary (Health & Family Welfare), Govt. of India

inaugurated the new manufacturing facility to produce low-protein and natural

latex-based female condoms (HLLFC) developed in-house by HLL Corporate R&D

Centre, at the Peroorkada Factory on 12 July 2013.

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HLL opened its fifth Lifecare Centre, the center that offers surgical implants and

other medical products at discounts ranging from 10 to 60 percent, in Koyilandi,

Kerala on 5 July 2013.

Lifecare Centre opened at Sri Venkateswara Institute of Medical Sciences (SVIMS)

at Tirupati, Andhra Pradesh on 18 June 2013.

HLL Peroorkada Factory bagged the first prize for pollution control activities in the

category of large scale industries instituted by the Kerala State Pollution Control

Board on 05 June 2013.

After the successful completion of the first session of the Mentoring program, the

second session began on 29 May 2013. HLL C&MD Dr. M.Ayyappan also released

the Mentors Handbook.

Dr. M. Ayyappan, Chairman and Managing Director, HLL and Mr. A.K. Balyan,

Managing Director and Chief Executive, Petronet LNG signed an agreement to set

up LNG storage and re-gasification facility at Peroorkada Factory Trivandrum, in

the presence of Chief Minister Shri Oommen Chandy. on May 27, 2013.

Hindlabs Pathological Lab opened in Mumbai on 20 April 2013.

Lifecare Centre at the General Hospital, Pathanamthitta opened on 14 April 2013.

Lifecare Centre opened at Shri. Ramachandra Bhanj Medical College, Cuttack,

Odisha

Union Minister Shri Mullapally Ramachandran inaugurated the new Lifecare

Centre at Vadakara District Hospital on 2 March 2013.

HLL launched ‘MOODS-do for men’ marking its entry to the Rs.900 crore deodorant

market of India on February 18, 2013.

HLL launched a new variant of Moods Condoms, Moods 1500 dots.

HLL opens a new storage facility at Balaramapuram, Thiruvananthapuram in the

state of Kerala on 17 January 2013.

Union Secretary, Ministry of Health and Family Welfare opened the HLL Corporate

R&D Centre, the 60,000 sq ft state-of-the-art facility at Akkulam,

Thiruvananthapuram in the state of Kerala on 01 January 2013.

2012

Dr. Damodar Rout, Honourable Minister for Health & Family, Govt. of Odisha

inaugurated the Lifecare Centre at SCB Medical College, Cuttack on 27th December

2012.

Celebrated maiden Vijay Diwas on 10th November 2012. It has been decided to

keep tenth of every month to celebrate the victory achieved in the work,

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introducing an innovative product or system or by achieving targets and increasing

productivity.

Mr. P K Pradhan, Union Secretary, Ministry of Health & Family Welfare inaugurated

the newly constructed 27000 sq.ft multi-storied building at the Kakkanad Factory,

Cochin at CSEZ (Cochin Special Economic Zone) on 13 September. The new building

is intended for capacity augmentation and for accommodating future projects.

First Global Female Condom Day celebrated in a grand manner with awareness

seminars and roadshows on 12 September 2012.

Opens a new office at Ahmedabad, Gujarat on 16 August for the purpose of acting

as a hub for the National Aids Control Organisation (NACO) activities at Gujarat one

of the three states where NACO projects are on. The same office will act as an

office for HLL’s other operations.

Forays into the molecular diagnostics area by launching a rapid kit to make

Chikungunya and Dengue fever tests more affordable to the common man on 27

July.

The production capacity at Peroorkada Factory, Thiruvananthapuram (PFT) unit

has been enhanced from 1186 to 1246 million pieces per annum, by installing two

molding machines in its primary production plants, taking the total annual condom

production capacity from 1496 to 1556 million pieces on 10 July.

HLL C& MD Dr. M. Ayyappan awarded Outstanding Business Professional of the

Year 2011-2012 instituted by Dhanam Business Magazine on 26 May.

HLL opens the new division "Facility Management" on 05 May 2012 in

Thiruvananthapuram.

Approval from ministry for constructing Integrated Vaccine Complex at

Chengalpattu, in the Chennai district of Tamilnadu. Subsequently establishes a

subsidiary organization named HLL Biotech Ltd. on May 1.

Mr. Sudip Bandhopadhyay, Union Minister of State for Health and Family Welfare

lays foundation stone for HLL's new 51000 sq ft. building for secondary packing

and warehousing of condoms at Balaramapuram, Thiruvananthapuram district of

Kerala on February 6.

HLL in collaboration with Kerala State government opens a fair price outlet for

ophthalmic products including lenses and frames at the Regional Institute of

Ophthalmology, Thiruvananthapuram on 19 September.

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2011

Mr. Ghulam Nabi Azad, Union Minister for Health and Family Welfare launches

Cyclebeads, a simple, inexpensive, non-clinical and easy-to-use natural family

planning method, in December 4.

Receives National Rajbasha Award (second prize) from the President of India for

outstanding implementation of Official Language in the Southern Region, on

September 12.

HLL hosts SargaSangamam 2011, the cultural extravaganza of industrial Kerala,

from August 8-12.

HLL enters into a technology transfer agreement with the Indian Council of Medical

Research (ICMR) for the manufacture of Urine based Fertility Test Kit on August 2.

HLL runs on the world-renowned SAP ERP (SAP ECC 6.0) from 1st August onwards.

HLL launches “I’m not shy”, a nation-wide confidence-building campaign on

condom purchase for World Population Day on July 11.

HLL is awarded Best CSR Project Award 2010 by Project Management Institute

(PMI).

HLL bags Kerala State Pollution Control Board Award for 2010-2011.

HLL launches one of the largest SMS campaigns on blood donation in Kerala, in

association with BSNL on June 14.

HLL becomes the first PSU in Kerala to sign MoU with Petronet LNG Ltd (PLL) for

the long-term procurement of LNG for its factories on June 7.

HLL launches STAR (Sugar Testing and Review), a mobile check-up van to spread

awareness about diabetes and help people check blood glucose on June 1.

HLL receives the Performance Excellence Award – 2010 from the Indian Institute

of Industrial Engineering on May 16.

Foundation stone laid for the multi-story building at Kakkanad Factory Cochin (KFC)

as part of the Capacity Expansion Project on May 9.

HLL’s Peroorkada Factory, Thiruvananthapuram (PFT) wins first prize for industrial

safety in the large size industries by National Safety Council (Kerala Chapter).

HLL’s second contraceptive outlet ‘Moods Planet’ opens at Technopark,

Thiruvananthapuram, Kerala.

HLL receives Capexil Special Export Award 2009-10.

HLL wins CSR Award 2010 by Kerala Management Association on 3 February.

Ms. Sonia Gandhi, UPA Chairperson inaugurates the HLL-HLFPPT Health Mela at

Rae Barely on February 5.

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The Union Minister for Health and Family Welfare, Mr. Ghulam Nabi Azad

inaugurates the Super Specialty Block of Thiruvananthapuram Medical College

hospital in Kerala on 5 January built by HLL's Infrastructure Development Division.

This is the first hospital up-gradation project to be completed under the PMSSY

(Pradhan Mantri Swasthya Suraksha Yojana)

HLL launches a professional distance education program in Clinical Engineering and

management in association with Indira Gandhi National Open University (IGNOU),

on January 5.

Mr. Ghulam Nabi Azad, Union Minister for Health and Family Welfare inaugurates

second Blood Bag Plant – DONATO BLOCK- at Akkulam Factory,

Thiruvananthapuram (AFT), in Kerala on January 5.

HLL opens Lifecare Centre a first-of-its-kind One-Stop Specialty Retail Outlet for

Surgical Implants and Special Medical needs near Thiruvananthapuram Medical

College on 13 October.

2010

HLL Scientist Dr. Abi Santhosh Aprem awarded a grant of $ 100,000 (INR 45, 0000

) by Bill and Melinda Gates Foundation for his project on improving the efficacy

and acceptability of Copper T, on November 10.

Prestigious Power Brand status conferred on the MOODS brand recognizing it as

one of the top 200 brands in India on October 1.

HLL bags prestigious Indira Gandhi Official Language Award first prize among C

region (non-Hindi speaking Indian states) on September 14.

Foundation stone laid for HLL’s world-class hormonal/steroidal formulation plant-

UNIPILL Block-with an investment of INR 40 crore at HLL’s Kanagala Factory,

Belgaum in the state of Karnataka on September 12.

Signs MoU with National Institute of Research in Reproductive Health (NIRRH)

Mumbai for developing and upscaling technologies in the area of contraceptive

and reproductive health and subsequent commercialization of products on June 1.

HLL Completes the construction of Super Speciality Block at Thiruvananthapuram

Medical College Hospital in Kerala set up under Pradhan Mantri Swasthya Suraksha

Yojana (PMSSY) on May 28.

Kerala Health Minister Ms. P.K. Sreemathy inaugurates HLL’s third HINDLABS MRI

Scan Centre at Govt. Medical College Hospital Kottayam in Kerala on May 17.

Kerala Health Minister Ms. P.K.Sreemathy Teacher inaugurates HLL’s third

Hindlabs MRI Scan Centre at Govt. Medical College Kottayam on May 17.

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Pharma production facility set up at Indore, Madhyapradesh for production of

tablets, capsules, and Oral Rehydration Salt on April 28.

ERP (Enterprise Resource Planning) implementation project launch on March 23.

Foundation stone laid for HLL’s corporate R&D Centre at Akkulam,

Thiruvananthapuram in Kerala on February 19.

HLL launches Moods Condoms in Australia in association with M/s. Indo Pacific

Enterprises Pty Ltd. NSW, on February 6.

Mr. Ghulam Nabi Azad, Union Minister for Health and Family Welfare inaugurates

HLL’s new office complex in the National Capital Region (NCR) in Noida, New Delhi

in January 14.

Kerala Chief Minister Mr. V.S. Achuthananthan inaugurates HLL’s second

HINDLABS MRI Scan Centre set up by Healthcare Services Division at Alappuzha

Medical College hospital in Kerala on January 12.

2009

The prestigious ‘Superbrand’ status conferred on HLL’s premium condom brand

MOODS on December 17.

HLL ties up with the College of Engineering-Trivandrum (CET) to carry out programs

for promoting industry-academic interaction on December 10.

Kerala’s Health Minister Ms. P. K. Sreemathy Teacher inaugurates HINDLABS MRI

Scan Centre at Thrissur Medical College Hospital in Kerala on August 29.

HLL launches Herbs and Berries Chyavanules, granular form of Chyavanprash, on

August 19 at Kochi, Kerala.

HLL introduces M-CARE CU 250, a superior version of CuT (Copper T) on August 1.

HLL opens MOODS Planet retail outlet in Thiruvananthapuram, Kerala to directly

reach its range of contraceptives to consumers, on March 16.

Launch of Lactohil, a health tonic to improve the health of lactating mothers, a

product from Arya Vaidya Sala, Kottakkal at Jaipur in Rajasthan on January 5.

Hindustan Latex takes a new name ‘HLL Lifecare Limited’ on January 1 as an

organization whose activities encompass complete healthcare for all. The logo also

undergoes change.

2008

Receives Capexil’s Export Award for outstanding export performance for 2007-08

on December 10.

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HLL ties up with Arya Vaidya Sala (AVS), Kottakkal in Kerala for introducing

Women’s Health Care, Health Generics and Neutraceutical products on December

5.

HLL signs an MOU with the Government of Kerala for setting up three MRI Scan

centers at Medical College Hospitals in Thrissur, Alapuzha and Kottayam districts

in Kerala on November 1.

HLL registers its first Pharma product outside India in Peru, South America and

launches its once-a-week, non-steroidal oral contraceptive pill ‘Ivy Femme’ in Lima,

Peru, in October 15.

Receives National Rajbasha Award from the President of India for outstanding

implementation of Official Language in the Southern Region, on September 14.

Signs MOU with the Rajiv Gandhi Centre for Biotechnology, Thiruvananthapuram,

for setting up of Technology Business Incubation Centre on September 4.

Mr. O. B. Parissh, President, Female Health Company, US, inaugurates the Female

Condom manufacturing facility at HLL’s Kakkanad Factory Cochin (KFC) on

September 3.

Inaugurated second LifeSpring Hospital at Mallappur near Hyderabad on June 16,

the third hospital at Nellore on June 20, the fourth at Vijayawada on August 14 and

the fifth at Vanasthalipuram near Hyderabad on August 24. All these hospitals are

in the state of Andra Pradesh.

Formation of LifeSpring Hospitals (Pvt.) Ltd - a joint venture between HLL and

Acumen Fund, USA, formed on March 18.

Mr. Ghulam Nabi Azad, Union Minister for Health and Family Welfare inaugurates

HINDLABS Diagnostic Centre at CGHS Dispensary in R. K. Puram, New Delhi on

February 9.

The Union Ministry of Health and Family Welfare decides to set up an Integrated

Vaccine Complex (IVC) and a Medical Equipment and Device manufacturing park

(MediPark) at Chengalpet in Tamil Nadu.

2007

Mr. T. K. A. Nair, Principal Secretary to the Prime Minister of India inaugurates

HLL’s ‘Smrithivanam’, Social Forestry Programme on December 25.

Launches ‘VELVET’ – the new Female Condom made of a nitrile, on December 17.

Union Secretary, Ministry of Health and Family Welfare inaugurates HLL’s In - Vitro

Diagnostic Test Kits manufacturing facility at Manesar, Gurgaon in Haryana on

November 29.

HLL releases its ‘Corporate Song’ on November 24.

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HLL commences work on the Super Specialty Block of Thiruvananthapuram

Medical College on November 24.

Union Minister for Health and Family Welfare inaugurates New Condom Plant at

Peroorkada Factory Thiruvananthapuram (PFT) on November 24. With this PFT’s

capacity increases to over one billion (1000 million) condoms – one of the world’s

largest.

Hindustan Latex Family Planning Promotion Trust (HLFPPT) along with SIFPSA and

USAID launches Merrygold Health Service Network in Uttar Pradesh on August 23.

Launches Aastha Pan Flavoured Condom for Family Health International, at

Mumbai on July 16.

Launches ‘Crezendo’ condoms with a vibrating ring on 8 March at Chandigarh.

HLL organizes its first-ever Inter-Unit/Department Expo - Latexpo 2007- at

Peroorkada Factory Thiruvananthapuram (PFT), Kerala, from February 22-24.

HLL forms Infrastructure Development Division in February.

Renovates and opens Kowdiar Park at Thiruvananthapuram, Kerala, on January 17.

2006

Kanagala Factory Belgaum (KFB) receives the National Energy Conservation Award

in the Drugs and Pharmaceuticals sector on December 14.

HLL receives Kite Mark (UK) certification for its condoms on November 16.

HLL ties up with SUPPLY CO in Kerala for the distribution of its products on

November 9.

Union Secretary, Health and Family Welfare launch TYFEX & HIVAC-B vaccines in

New Delhi on October 30.

Launches break-after-use-syringe - ‘B sure’ in Mumbai on June 11.

Launches a new contraceptive concept - the Confidom Passion Rings – a women-

initiated barrier method made of polyurethane at Bangalore, Karnataka on May 6.

HLL gets up-gradation as a Schedule ‘B’ Public Sector Undertaking by the

Government of India on April 24.

Launches MOODS Get Closer Pack on March 19 at Chennai, Tamilnadu.

HLL receives National Award for Excellence in cost management instituted by

ICWAI at New Delhi on January 25.

Union Secretary for Health and Family Welfare launches Women’s Health Care

Pharma Products at Thiruvananthapuram, Kerala, on January 13.

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2005

Union Secretary for Health and Family Welfare inaugurates first LifeSpring Hospital

at Moula Ali, a suburb near Hyderabad in Andra Pradesh, on December 10.

HLL launches Moods Glow Condoms at a special function held at

Thiruvananthapuram, Kerala, on December 1.

Receives Capexil’s Export Award for outstanding export performance from the

Finance Minister of India on November 28.

Awarded OHSAS 18001 Certification on September 25.

Receives the National Safety Innovation Award from the Ministry of Labour,

Government of India, on September 17.

HLL launches Moods variant - Spiral Condoms in Hyderabad in Andra Pradesh on

August 7.

Condom Vending Machines installed in Kerala by Hindustan Latex Family Planning

Promotion Trust (HLFPPT) on July 29.

2004

Launches ‘Autolok’ auto-destructive syringes, in New Delhi on 16 December.

Receives Government of India’s MOU Award from the Prime Minister of India, on

being amongst top ten of the Central Public Sector Units, on the basis of MOU

targets achieved, on 4 September.

Records a turnover of INR. 162.54 crore.

Cochin Special Economic Zone (CSEZ) unit inaugurated on March 4.

Secretary, Department of Health and Family Welfare launches HLL’s Female

Condom at New Delhi on February 13.

Launches Moods condoms in the Middle East on January 22.

2003

Union Minister for Health and Family Welfare launches commercial production of

Surgical Sutures at Akkulam Factory Thiruvananthapuram (AFT) on September 27.

HLL emerges as the nation’s top social marketing organization in the area of

contraceptives.

HLL exports touch INR 13 crore, to over 60 countries.

HLL commences manufacturing of Tissue Expanders at Akkulam Factory

Thiruvananthapuram (AFT).

Introduces HiCare Blood Collection Monitor for Blood Bank automation and HiCare

Tube Sealer for sealing blood bags.

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Receives MOU Award from the President of India, for excellence in achievement

of MOU targets for 2001-2002, on April 5.

2002

Kanagala Factory Belgaum (KFB) get ISO 14001 certification.

Kanagala Factory Belgaum (KFB) gets the CE mark for condoms.

Introduces HL HAEMOSAFE Instant Needle and Syringe Destroyer, for destroying

used needles.

2000

Receives MOU award and certificate of merit from the Vice President of India, for

the achievement of MOU targets.

Akkulam Factory Thiruvananthapuram (AFT) gets an ISO 14001 certification.

1998

HLL’s Peroorkkada Factory Thiruvananthapuram (PFT) gets the CE mark.

HLL’s Akkulam Factory Thiruvananthapuram (AFT) gets the CE mark.

Hindustan Latex Family Planning Promotion Trust (HLFPPT) a not-for-profit

organization of HLL commences several social marketing projects and services in

different parts of the country.

1997

HLL becomes the first company from India selected by the World Health

Organisation (WHO) for sourcing condoms.

1996

HLL has been awarded ISO 9002 certification for Peroorkkada Factory

Thiruvananthapuram (Condom manufacture) and Akkulam Factory

Thiruvananthapuram (manufacture of a blood bag, copper-T and hydrocephalus

shunt).

1995

Introduces surgical, synthetic and Catgut sutures.

Manufacture of HL-Haemopack blood transfusion bags at Akkulam Factory

Thiruvananthapuram (AFT).

HLL gets the NF mark.

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1994

Commences production of Copper-T Intra-Uterine Device (IUD) at its Aakkulam

Factory, Thiruvananthapuram (AFT).

Commences commercial production of Ceredrain Hydrocephalus Shunts.

1993

Plant for formulation and tableting of Mala-D Oral pills commissioned at Kanagala

Factory Belgaum (KFB).

1992

Adds manufacture of Medigard surgical and examination gloves at Peroorkkada

Factory Thiruvananthapuram (PFT).

1991

HLL is recognized as an MOU-signing Central Public Sector Undertaking by the

Government of India.

HLL granted the 510(k) Registration by the Food and Drug Administration (FDA) US

for its male condoms.

Commences formulation and tableting of Saheli (Centchroman) once-a-week, non-

steroidal pill at Kanagala plant near Belgaum (KFB).

1985

Addition of a new plant at Thiruvananthapuram, Kerala, with the latest state-of-

art Japanese technology.

Commencement of new condom plant at Kanagala, Belgaum (KFB). Raises HLL’s

total condom production capacity to 800 million pieces a year.

1976

Production capacity doubles to 288 million pieces a year with the addition of two

more lines in the molding section.

1969

Commences commercial production of condoms at Peroorkada Factory

Thiruvananthapuram (PFT) on 5 April. Production capacity – 144 million pieces a

year.

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1966

Incorporated as a company under the Ministry of Health and Family Welfare of the

Government of India on March 1.

Marketing Department

The head office of the marketing department is in Chennai. Logistic is the Function carried

out by the marketing department incorporate head office

According to Philip Kotler, " The marketing concepts hold that the main task company is

to determine what a given set of customer's needs and wants and values and dedicate

the organization to delivering the solution".

HLL LIFECARE LIMITED took earnest steps to develop a marketing network away back in

the nineties two decades of dedicated efforts in brand building and market development

have resulted in a sound marketing infrastructure, which helped HLL to introduce an

impressive products range in the domestic and global markets.

HLL LIFECARE LIMITED has a separate marketing and sales department. The marketing

department responsible for commercial marketing in which the sales department is in a

change of Government orders obtained from the Union Health Ministry.

HLL Lifecare Limited has a separate marketing and sales department. The marketing

department responsible for commercial marketing while the sales department is in

charge of Government orders obtained from the Union Health Ministry

Marketing Mix

The marketing mix is the policy by manufacturers to get success in the field of marketing.

The basic marketing mix in HLL Lifecare Limited is

Product

The various products produced in FILL Lifecare Limited are:-

1. Condoms:-

a) Free supply

b) Sathi

c) New lubricated

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d) Mithul

e) Saval

f) Milan

g) Masthi

h) Thrill

i) BiNs

j) Delux

k) Jeevan

l) Nymph

Commercial Brand (Moods)

a) Ribbed

b) All night

c) Chocolate

d) Banana

e) Colored

f) Jasmine

g) Musk

h) Rose

i) Strawberry

j) Extra-long

k) Dotted

I) Ultra-Thin

There are 2 types of packaging, primary packaging (foil) and secondary packaging. (Wallet,

Dispenser carton, Master)

2. Contraceptive Tablets

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a) Saheli (the only non-steroidal pill)

b) Mala-D

c) Mala-N

d) Novex

e) Arpan

f) Preventol (emergency pill)

3. Blood Bags (of varying volumes, like 50ml, 300ml, etc.)

a) Single bag

b) Double

c) Triple

d) Pediatrics

e) Transfer bags

4. Copper-T

a) T-Care 200 B

b) T-Care 380 A

5. Tissue Expander

It is used by plastic surgeons for the re-construction surgery caused by birthmarks, scars,

etc. It is a superior form of skin grafting. The device is implanted under the good skin

adjacent to the mark. There are different types of tissue expanders based on the

requirement.

6. Hydrocephalus Shunt

a) Ceredrain

b) Ceredrain VA

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7. Sutures

a) Hilon

b) Hinsurg

c) Hisit

d) Hinlene

e) Hinbond

f) Hicon-chromic

8. Tubal Ring

This is another contraceptive device, manufactured by HLL Lifecare Limited.

New products& variants

• Crezendo-vibrating ring

HLL LIFECARE LIMITED Chairman &Managing Director, Mr. M AYYAPPAN introduced the

new product crezendo-vibrating ring on Rh march 2007.

• Pan-Hovered condoms-'Aastha'

FILL Lifecare limited has launched a pan-Hovered condom, targeting commercial sex

workers.pan Hover was the most accepted one, especially to meet the 'customers

requirement'.said S.G Sridar, GM marketing HLL lifecare.

• Moods get a closer pack

The get closer pack has the right thing for, both partners six different male condoms and

old spice for the male partners and new female condoms. The female condom was

introduced for the first time in India.

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HLL becomes the first company in India to launch the glow condoms. This unique product

adds fun to the act of lovemaking, glow condoms are phosphorescent and hence glow in

the dark.

• Moods variety pack

It is another new introduction that certainly differentiates the brand with its beautiful

packaging and the innovative offer.

• Moods XXX condoms

Moods XXX condom has been introduced in the market recently. This is a 3-in-one

condom, which is dotted, ribbed and flavored.

Pricing

The pricing decisions should take into profit margins and the probable pricing decisions

of competitors. Pricing includes not only list price but also discounts, subsidies, etc. HLL

Lifecare Limited follows different strategies for different products. The pricing policy is

carried out at the marketing department Chennai.

Regional Offices

The company's marketing head office locals at Chennai and it has regional offices in Delhi,

Calcutta, Bombay, Chennai, and Bangalore.

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Advertising

HLL Lifecare Limited is assisted by various department agencies like Lintas etc. for

effective advertising. The different advertising Media rely upon

1. Press Publicity:- Newspapers, Magazines ads MOODS, SAHELI

2. Broadcasting advertisement media like TV, Radio for MOODS, MALA

Place

Place and Placement decisions are associated with the channels of distribution that serves

as a means of getting that product to the target customers.

Distribution

HLL Lifecare Limited's distribution is maintained into a two-tier known as clearing and

forwarding agency (C&FA) system.

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Distribution in Government Products like NIROD, MALA-D, and CU-T are marketed directly

to Government. The ministry places an order to the company, to which HLL Lifecare

Limited supplies to the Government medical stores and health centers.

Direct Marketing

HLL Lifecare Limited started direct marketing from 1991.

Direct Marketing is split into 3 divisions:

1. CBU ( Contraceptive Business Unit)

2. HCBU (Health Care Business Unit)

3. IBU (International Business Unit)

CBU (Contraceptive Business Unit)

CBU The contraceptive business unit of HLL Lifecare Limited is the strategic business unit

of the company with its mandate to help HLL Lifecare Limited leader in the commercial

and subsidized contraceptive market. This unit is responsible for the conceptualization

and implementation of the brand-building programs. The CBU with the base of the

corporate office and regional offices at four metros are developed as a strong sales and

distribution network throughout the country. The logistics management for social

marketing brands of condoms is also the responsibility of this division.

Market Segmentation

HLL Lifecare Limited has divided Indian markets into 4 segments

1. Southern - Kerala, Tamil Nadu, Andra Pradesh, Karnataka

2. Northern — Delhi, Haryana, Himachal Pradesh, Rajastan

3. Eastern — Bengal, Orissa, Bihar, Assam

4. Western Gujarat, Maharashtra, Punjab

Marketing Divisions

HLL Lifecare Limited is a professional marketing organization comprising of the following

divisions

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Consumer Business Divisions (CBD)

Hi care Division (HCD)

Women Health Care Divisions (WHO)

International Business Division (IBD)

Government Business Division (GBD)

Vending Business Division (VBD)

Services Department

HCS

The Health Care Services Division of HLL exists under HLL Life Care apart from its products.

HCS offers a chain of Diagnostic Centers called HINDLABS.

HINDLABS a novel initiative delivers high-end diagnostic services adding value to partner

hospitals by deploying the latest diagnostic technology and operational support. The

objective is to deliver quality services at affordable costs for the common people.

HINDLABS provides professional lab management services for both in vitro diagnostics

and radio diagnosis centers in hospitals.

HINDLABS, HLL offers:

Clinical Pathology Lab services

Radio diagnostic imaging services

HINDLABS uses state-of-the-art technology to provide the most comprehensive and

advanced imaging services. The facilities are designed to comply with National

Accreditation Board for Testing and Calibration Laboratories (NABL) standards. HLL

started its first HINDLABS in 2008 with pathology lab, X-Ray and ultrasound facilities at

R.K. Puram in New Delhi primarily for Central Government Health Scheme (CGHS)

beneficiaries. To make the service more accessible, HINDLABS is expanding its network by

establishing collection centers around its pathology labs in a franchisee model. HINLABS

has also established Specialty clinics that are open for 24 hours and top doctors come

under one roof for its super-specialty outpatient department services. Through its various

ventures, the Healthcare Services Division targets market intervention to bring down the

cost of various services and products to make them affordable for the common man.

In HCS there are about 1250 Employees all over the country.

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RBD

According to J P Bharathi - Retailing is defined as the buying and selling of goods and

services. It can also be defined as the timely delivery of goods and services demanded by

consumers at prices that are competitive and affordable.

The retail business division of HLL was conceived to provide quality healthcare products

at affordable rates by setting up a network of retail pharma outlets. The retail business

division operates the following 4 models:

1. AMRIT

AMRIT stands for Affordable Medicines and Reliable Implants for Treatment, representing

a cost-effective model of chain pharmacies. It’s a flagship program by the Union Ministry

of Health & Family Welfare implemented by HLL, displaying a strong commitment to

reducing the cost of treatment or out-of-pocket expenditure. Lakhs of patients have been

being benefitted from this initiative

2. HLL Pharmacy & Surgicals /HLL Opticals

HLL Pharmacy and HLL Optical are comprehensive medical retail outlets, started in

partnership with State Governments / Medical Institutions, wherein all types of essential

medicines, surgical disposables, implants and ophthalmic products are provided at a

discount from the prevailing market price. It is a successful PPP (public-public partnership)

model implemented by HLL.

3. Free Generic Pharmacy

Free generic Pharmacy (FGP) is a delivery model of dispensing generic medicines free-of-

cost in partnership with Medical institutions.

4. Generic Drug Stores (GDS)

This is a chain of drug stores established near a Government Hospital in a PPP model.

Reasonably priced quality generic medicines are made easily accessible and available

through these stores.

There are about 1250 Employees in RBD Department

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Benefits of HLL Pharmacies and Labs over other Medical labs and Pharmacies

Merits

Less Cost

More Quality and Accurate medical test results

Affordable for the common people

Demerits

Time delay on the results of medical tests

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LITERATURE REVIEW

Review of the Existing Literature.

With the available literature, we can summarize CRM in the words of various authors as

follows-

According to Buttle, F (2008) Customer Relationship Management (CRM) is the ‘core

business strategy’ that combines internal processes and functions, and external networks,

to create and deliver value to targeted customers at a profit. It is grounded on high quality

customer related data and support by information technology. Customer relationship

management can further be defined as a complete set of activities covering all functions

of the organization, relating with and supporting a consumer. Such activities build

customer satisfaction by way of providing to their needs, and want over a long period of

time (Wimshurst & Mackay, 2002).

According to Starky, Woodcock (2000) Customer Relationship Management is defined as

a business attitude. ‘Customer Relationship Management (CRM) is an IT-enhanced value

process, which identifies, mature, combine and focuses the various capabilities of the

organization to the customers opinion in order to deliver long term exceptional customer

value, at a profit, to well-known existing and future customer segments.’

Conceptualization

Since it is a Life Care product, manufacturing enterprise HLL has to maintain good

relations with the customers. Have to retain for a long time to avail of the benefit of their

relations. CRM is one of the effective tools to identify, establish and maintain a

relationship with the customers. With the help of this project, we are going to identify the

importance of CRM in HLL Lifecare Units.

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ROLE OF CRM IN THE OPERATIONS OF RBD AND HCS

DIVISIONS

Importance of CRM in RBD and HCL divisions in HLL

Customer Relationship management is the strongest and the most efficient approach in

maintaining and creating relationships with customers. Customer relationship

management is not only pure business but also ideate strong personal bonding within

people. The development of this type of bonding drives the business to new levels of

success. In the case of RBD and HCS divisions, they are directly interacting with the

customers on the field. That means trough the pharmacy outlets and HINDLABS.

Once this personal and emotional linkage is built, it is very easy for any organization to

identify the actual needs of the customer and help them to serve them in a better way. It

is a belief that more the sophisticated strategies involved in implementing customer

relationship management, the more strong and fruitful in the business.

CRM system consists of a historical view and analysis of all the acquired or to be

acquired customers.

CRM contains details of a customer, hence it is very easy to track a customer

accordingly and can be used to determine which customer can be profitable and

which not.

Details in the CRM system are kept centralized which is available anytime on the

fingertips. This reduces the processing time and increases productivity.

Benefits of Implementing CRM in RBD and HCL divisions in HLL

Improves customer satisfaction

Improve Customer Retention (and Revenue)

Gain Valuable Insights

Optimize the Marketing

Better Internal Communication

Role of Technology in CRM

Technology plays a vital role in every aspect of the business world.

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Communication between the company and the customers becomes easier and

faster.

It is also important for the customers to have established good communication

with the company so that their needs would be catered properly.

The utilization of technology in communication is one way to become progressive

and to become aware of what is today’s latest trend.

Helps to store the customer database

Cost-effective method

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RESEARCH METHODOLOGY

A research design is simply a plan for study in collecting and analyzing the data. It helps

the researcher to conduct the study in an economical method and relevant to the

problem.

The research methodology is a systematic way to solve a research problem. The

methodology should combine economy with efficiency.

Research Design

The study conducted in HLL Lifecare, Thiruvananthapuram is exploratory cum descriptive.

Collection of the data

There are two types of data.

Primary data – primary data is that data which is collected for the first time. These data

are basically observed and collected by the researcher for the first time. I have used

primary data for my project work.

Secondary data – Secondary data are those data, which are primarily collected by the

other person for his own purpose, and now we use these for our purpose secondly.

Data collection

Data is collected through the prepared questionnaire.

Sampling for Customer Relationship Management Analysis

Sample Size – 30 employees in HINDLABS

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Questionnaire Sample for Customer Relationship Management

Analysis

Please respond to the following questions by placing a check mark (✓) in the

answer box that corresponds to your response.

1. Are your customers’ needs clearly defined?

⃝ Extremely well

⃝ Very well

⃝ Somewhat well

⃝ Not so well

⃝ Not at all well

2. Do you take Customers Feedback?

⃝ Yes

⃝ No

3. If “Yes” how often do you take Customer’s Feedback?

⃝ Daily

⃝ Once in a week

⃝ Few times in a month

⃝ Once in a month

⃝ Other

4. Do you actively seek customer’s comments and complaints?

⃝ Yes

⃝ No

5. If “Yes” in what means you take the customers comments and complaints.

⃝ Face to face interviews

⃝ Surveys

⃝ Any other means

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6. Do you customize your services according to the patients?

⃝ Extremely well

⃝ Very well

⃝ Somewhat well

⃝ Not so well

⃝ Not at all well

7. Is there any improvement in average increase in the number of patients?

⃝ Extremely well

⃝ Very well

⃝ Somewhat well

⃝ Not so well

⃝ Not at all well

8. How much is the role of computers in serving the patients?

⃝ Plays a big role

⃝ No much role to play

⃝ No role to play

9. Do you have centralized database for patient information?

⃝ Yes

⃝ No

10. Is the working environment is favorable to the well-being and moral of all

employees?

⃝ Extremely well

⃝ Very well

⃝ Somewhat well

⃝ Not so well

⃝ Not at all well

Thank you for taking the time to complete this questionnaire.

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Percentage Analysis

1. Are your customers’ needs clearly defined?

Table 0.1

Chart 0.1

Interpretation – Majority of the HINDLAB customer’s needs and wants are clearly

defined (63%), (27%) claimed that it has done very well and (10%) claimed that the needs

and wants are defined somewhat well.

63%

27%

10%

Extremely well Very well Somewhat well Not so well Not at well

Response Frequency Percentage

Extremely well 19 63.33333333

Very well 8 26.66666667

Somewhat well 3 10

Not so well 0 0

Not at well 0 0

Total 30 100

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2. Do you take Customer’s Feedback?

Table 0.2

Chart 0.2

Interpretation – Majority of the HINDLAB employees takes the customer’s feedback d

(80%), (20%) due to over crowd and busy schedule, some of the employees does not take

the customer feedback.

80%

20%

Yes No

Response Frequency Percentage

Yes 24 80

No 6 20

Total 30 100

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3. If “Yes” how often do you take Customer’s Feedback?

Response Frequency Percentage

Daily 22 73.33333333

Weekly 8 26.66666667

Once in a month 0 0

Once in three months 0 0

Once in a year 0 0

Total 30 100

Table 0.3

Chart 0.3

Interpretation – Majority of the HINDLAB employees takes the customer’s feedback on

a daily basis (73%), (27%) due to over crowd and busy schedule; some of the employees

take the customer feedback on weekly basis.

73%

27%

Daily Weekly Once in a month Once in three months Once in a year

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4. Do you actively seek customer’s comments and complaints?

Response Frequency Percentage

Yes 27 90

No 3 10

Total 30 100

Table 0.4

Chart 0.4

Interpretation – Majority of the HINDLAB employees will go through and make changes

by the customer’s comments and complaints (90%), (10%) due to busy schedule; some of

the employees does not seek to the customer’s complaints and suggestions.

90%

10%

Yes No

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5. If “Yes” in what means you take the customers comments and complaints.

Response Frequency Percentage

Face to face interviews 28 93.33333333

Surveys 0 0

Any other means 2 6.666666667

Total 30 100

Table 0.5

Chart 0.5

Interpretation – Majority of the HINDLAB employees takes the customer’s feedback on

face to face conversations (93%), (7%) will take the feedback by other means e.g. personal

calls and chats.

93%

7%

Face to face interviews Surveys Any other means

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6. Do you customize your services according to the patients?

Response Frequency Percentage

Extremely well 25 83.33333333

Very well 4 13.33333333

Somewhat well 1 3.333333333

Not so well 0 0

Not at well 0 0

Total 30 100

Table 0.6

Chart 0.6

Interpretation – Majority of the HINDLAB employees will customize their services

extremely well on basis of their customers, which they get (83%), (14%) will (3%)

customize their customer service very well and (3%) will customize somewhat well.

83%

14%3%

Extremely well Very well Somewhat well Not so well Not at well

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7. Is there any improvement in average increase in the number of patients?

Response Frequency Percentage

Extremely well 18 60

Very well 10 33.33333333

Somewhat well 2 6.666666667

Not so well 0 0

Not at well 0 0

Total 30 100

Table 0.7

Chart 0.7

Interpretation – There was 60% increase in the average patients (60%), (33%) claimed

that there was a good increase in the patients and (7%) claimed that there was so so big

increase in the average patients.

60%

33%

7%

Extremely well Very well Somewhat well Not so well Not at well

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8. How much is the role of computers in serving the patients?

Response Frequency Percentage

Plays a big role 30 100

No much role to play 0 0

No role to play 0 0

Total 30 100

Table 0.8

Chart 0.8

Interpretation – Majority of the HINDLAB employees comments that computer has a

big role in their daily working and for better customer management and relations (100%).

100%

Plays a big role No much role to play No role to play

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9. Do you have centralized database for patient information?

Response Frequency Percentage

Yes 30 100

No 0 0

Total 30 100

Table 0.9

Chart 0.9

Interpretation – Majority of the HINDLAB employees (100%) tells that they have a

strong customer database, which will help the customer for accessing their medical test

results and helps for the future doctor appointments.

100%

Yes No

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10. Is the working environment is favorable to the well-being and moral of all

employees?

Table 0.10

Chart 0.10

Interpretation – Majority of the HINDLAB employees tells that the working

environment is extremely good (77%), (17%) tells it is good and can be improvised and

(6%) claims that the working space can be increased and it is somewhat good.

77%

17%

6%

Extremely well Very well Somewhat well Not so well Not at well

Response Frequency Percentage

Extremely well 23 76.66666667

Very well 5 16.66666667

Somewhat well 2 6.666666667

Not so well 0 0

Not at well 0 0

Total 30 100

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FINDINGS

From the analysis of results and based on the objectives of the study the following findings

can be ascertained.

HLL lifecare has an excellent work culture and the top management is really

committed towards the organization development.

The customers of HLL Lifecare are the common people of the country and from

other countries. Since I am mainly focused up on the services of RBD and HCS

division, The customers are the common people who uses the facilities of

HINDLABS and Amrit Pharmacies.

The needs of the customers are clearly defined and the products are customized

according to the needs of the customers.

Customer’s comments and complaints are welcomed and resolved quickly and

positively. Comments and complaints are taken through face-to-face interviews

and personal calls and chats.

The major drawback, which the customers has suggested, was the delaying of

medical test results.

The HINDLABS provides free services to the people who have RSBY-CHIS cards,

which is health insurance schemes in Kerala.

Business process is regularly reviewed to eliminate non value-adding activities.

The average improvement in the patients has been increased and customer’s

response to the marketing activities is improving. Customer retention is also

improving.

The factors which have an impact on the CRM are – organization culture, support

from top management, interpersonal skill of the sales personals and working

environment of the company.

Has a strong CRM database.

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ANALYSIS

The customers of the HINDLABS and Amrit Pharmacies are the common people. Because

in Amrit Pharmacies and HINDLABS the medicines are sold and the medical checkups are

done at a discounted rate which every common people can afford and get an accurate

medical test results which is of same like other private medical labs on lesser charge.

Customers are encouraged to give suggestions and complaints so that the company can

improve its working and services. If the customer’s complaints are not resolved, the

customers will be dissatisfied and the company may lose its customers.

Different customers have different requirements. So the company customizes its product

and services accordingly to satisfy the customers. It also gives more choice to the

customers.

To get the information about the customers and to measure the satisfaction the company

takes feedback through face-to-face interactions among the peoples.

Since it is a government partnership scheme, HINDLABS and Amrit Pharmacies (up to 40%)

gives offers to its customers on selected medicines and medical tests to increase the sales

volume.

The company maintains frequent communication with the customers. As soon as the

updated services charges and offers is ready, the information is provided to the customers

on the display boards kept in the HINDLABS and Amrit Pharmacies. Communication is also

necessary to maintain the interest of the customers in the company.

The major drawback from the company side was the delay in the medical test results,

which will take more time for specific test results this, would make the customers to shift

the company services to other private medical labs.

The company regularly reviews the business process in order to eliminate non value-

adding activities, to reduce the cost and to make the whole work efficient and effective.

If the internal customers are not satisfied and there is lack of coordination among the

departments then it will affect the external customers also.

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SUGGESTIONS

There should be more emphasis given by the company for satisfying the customer

up to an apex limit and by providing the utility of every penny of his money by not

delaying the test results.

There should be more use of information technology so that the customers can

notify about their next medical test dates, customer surveys and so on.

In some of collection points of HINDLABS the working space is very less. If it is

improvised, they can accommodate more customers and can give better services.

The company can communicate and develop stronger customer bonding.

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CONCLUSION

This study was conducted to study different Customer Relationship Management

practices followed in HINDLABS and Amtit Pharmacies, its impact of consumer buying

decision. The main objective of this research was to identify the current practices of CRM

at RBD and HCS divisions of HLL and to find out the impact of CRM on Operations of HCS

and RBD divisions of HLL. The results shows that customer relations play an important

role in establishing a service or a product. The government subscides and offers to the

medical tests will attract customers.

HLL has recorded consist excellent working results; high productivity and good work

atmosphere, which has also lead to the reduction of rejection of wastage at different

stages of production. The company with its vision of 'INNOVATING FOR HEALTHY

GENERATIONS' hopes to become a world leader in the area of reproductive healthcare.

With all these company will be able to achieve its objectives of becoming a world class

health provider with by 2020 will a turnover of 10,000 crore company.

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REFERENCE

1. URL: http://www.lifecarehll.com/, Last accessed on 28/12/2019

2. Kotler,Philip & Armstrong, Gary, “Principles of Marketing” 12th edition

3. Project Reports

4. Customer Relationship Management: A Strategic Approach To Marketing,

Mukerjee Kaushik.

5. URL:https://www.ukessays.com/essays/marketing/definition-of-customer-

relationship-management-crm-marketing-essay.php,Last accessed on 28/12/2019