Privi Organics to Increase Sales by 125% in Four Years with Integrated ERP System
 
 

Privi Organics to Increase Sales by 125% in Four Years with Integrated ERP System

  • Oracle Customer:  Privi Organics
    Location:  Mumbai, India
    Industry:  Chemicals
    Employees:  375
    Annual Revenue:  $100 to $500 Million

Established in 1992, Privi Organics is a leading Indian manufacturer and supplier of aroma chemicals. Since its inception, Privi Organics has developed more than 50 aroma products, which are supplied worldwide. The company often develops aroma chemicals based on a customer’s own specifications. Its head office is in Mumbai, and there are two manufacturing sites in Mahad.

Prior to 2007, Privi Organics used a home-grown accounting application that required a lot of manual processing to meet the organization’s needs. After several years of an average annual sales growth of 30%, Privi Organics realized it needed a new enterprise resource planning (ERP) system that would streamline the management of its financials, purchasing, inventory control, and manufacturing functions.
“Our chart of accounts was not reflecting the business as a whole, we were having difficult generating timely financial statements, and our manufacturing processes were cumbersome and very labor-intensive,” said Kaushal Shah, IT head, Privi Organics.

In 2010, Privi Organics engaged Arihant Adroit InfoSystems to implement Oracle E-Business Suite R12.1.1 modules Oracle Financials, Oracle Inventory Management, Oracle Process Manufacturing, Oracle Discrete Manufacturing, and Oracle Procurement.

“The Oracle E-Business Suite R12 business transformation program helps Privi Organics achieve tighter production control, detailed visibility into product costing, and desired financial reporting with the use of an optimal chart of accounts and subledger accounting functions,” said D.B. Rao, executive director, Privi Organics.

Privi Organics is expecting to generate revenue of around US$100 million (INR 450 Crores) from its aroma business for the financial year ending March 31, 2012. The company also hopes to generate revenue of US$11 million  (INR 50 Crores) from sales in the life sciences market during the 2011-2012 financial year.

“We will do this by developing new molecules to create products for sale to the aroma, biotechnology, and agriculture markets to help drive this growth,” said R. S. Rajan, president, Privi Organics.

 
Automated System to Handle Expected Growth

A word from Privi Organics

  • “We manufacture 50 different aroma products for sale to organizations in India, the United Kingdom, the United States, and other countries. Oracle E-Business Suite R12 enables us to easily identify the products and locations that are the most profitable so we can decide where to allocate our resources to meet our annual financial goals.” – Kaushal Shah, IT Head, Privi Organics

 
More Control over Production Processes Cuts Costs

 
Centralized Purchasing Alleviates Cost Pressures

 
 

 
 

Solutions

  • Identified products and locations that were the most profitable to improve resource allocation, to help increase sales by 125% over the next four years
  • Introduced localization capabilities that ensured compliance with Indian taxation laws
  • Expected to reduce manufacturing costs by 3% to 5% over the next three years with better control over production processes
  • Enabled users to properly allocate direct and indirect costs of utilities, such as power, to the cost of the final product
  • Decreased waste by selecting the exact amount of raw materials required for each production run
  • Centralized purchasing of raw materials, which helped reduce the company’s inventory holding period by 15 to 20 days
  • Reduced discrete inventory costs and tracked capital project costs

Why Oracle

Privi Organics has used Oracle E-Business Suite since 2007, and it made sense to continue using the system, said Shah.
Competing application suites would also require more customization at a significant cost to the organization.
“Oracle E-Business Suite is a cost-effective suite of applications that will address our requirements as we grow to a US$225 million company by 2015,” said Shah.
“Oracle also has a strong base of technical specialists throughout India, which ensures there is always someone available to help out if there’s an issue. For instance, Arihant Adroit InfoSystems’ team has a great deal of experience working with organizations in the process manufacturing industry.”
Amit Jain, operations head at Arihant Adroit InfoSystems added, “The successful implementation at Privi Organics is a testimony to Arihant’s expertise and strong focus on Oracle solutions, as well as our ability to work closely with Privi’s own IT team.”




Implementation Process

In late 2010, Privi Organics engaged Arihant Adroit InfoSystems to implement the system. Initially, Arihant Adroit InfoSystems conducted a proof-of-concept to ensure the new deployment would meet the needs of the chemical manufacturer and help mitigate risk.
During the implementation, Privi Organics selected a few experienced staff members from each functional area to define user requirements, and ensure they were being met. Arihant Adroit InfoSystems’ project team also trained business users to use the new system.
“Arihant Adroit InfoSystems implemented this system with a robust application design that delivered optimum value to the organization,” said Shah.
“The company has a unique approach to implementing Oracle E-Business Suite R12 in that they simplified our complex manufacturing processes to ensure the system was deployed within the shortest possible time.”
The implementation took approximately five months and went live in early April 2011.

 

Partner