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Submitted to :-
POOJA SHRIVASTAV (74) SANDEEP KUMAR (90)
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VAIBHAV SHRIVASTAV (113)
1. Acknowledgement 2. Overview of FMCG sector in INDIA 3. About DABUR 4. 5. 3.
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We would like to thank our faculty guide Prof. If what we are now has been the result of our own past actions. it certainly follows that whatever we wish to be in future can be produced by our present actions. efforts and knowledge contributed by various member of the team. This project is the result of time. "We are responsible for what we are.C. so we have to know how to act.” It gives me immense pleasure to present this project report on distribution channel of DABUR carried out at INMANTEC B School. It was a the great experience for us as in this we got the opportunity to learn and experience the FMCG sector. U. We are happy to take this opportunity to express my gratitude to those who have been helpful to us in completing this project report.MATHUR without whom this project would not be possible.Acknowledgement “If the words are symbol of undiluted feelings and token of gratitude then let the words play the heralding role of expressing my feelings. " Page | 3 . we have the power to make ourselves. No work can be carried out without the help and guidance of various persons. and whatever we wish ourselves to be. They have been the source of guide and motivation for the completion of the project.
with a population of over one billion. The FMCG market is set to treble from US$ 11. Burgeoning Indian population. Around 70 per cent of the total households in India (188 million) reside in the rural areas. India is one of the largest emerging markets. Availability of key raw materials. This presents the largest potential market in the world. hair wash etc in India is low indicating the untapped market potential.6 billion in 2003 to US$ 33. The annual size of the rural FMCG market was estimated at around US$ 10. Growth is also likely to come from consumer 'upgrading' in the matured product categories. It has a strong MNC presence and is characterized by a well established distribution network. presents an opportunity to makers of branded products to convert consumers to branded products. With 200 million people expected to shift to processed and packaged food by 2010. skin care.4 billion in 2015. An average Indian spends around 40 per cent of his income on grocery and 8 per cent on personal care products. The large share of fast moving consumer goods (FMCG) in total individual spending along with Page | 4 . The total number of rural households is expected to rise from 135 million in 2001-02 to 153 million in 2009-10. particularly the middle class and the rural segments.1 billion. India is one of the largest economies in the world in terms of purchasing power and has a strong middle class base of 300 million..5 billion in 2001-02.Swami Vivekananda OVERVIEW OF FMCG SECTOR IN INDIA The Indian FMCG sector is the fourth largest sector in the economy with a total market size in excess of US$ 13. intense competition between the organised and unorganized segments and low operational cost. toothpaste. India needs around US$ 28 billion of investment in the food-processing industry. Penetration level as well as per capita consumption in most product categories like jams. With growing incomes at both the rural and the urban level. the market potential expected to expand further. cheaper labor costs and presence across the entire value chain gives India a competitive advantage.
Its brands are built on the foundation of trust that a Dabur offering will never cause one harm. Brief history:The evolution of Dabur is quite interesting and its root takes us back to the 19th century where it all started in Bengal by a visionary by name Dr. The name is formed by joining the first half of Daktar and Burman. Some milestones:- Page | 5 . Soon the news of his medicines travelled. S. Dabur has consistently ranked among India’s top brands. His mission was to provide effective and affordable cure for ordinary people in far-flung villages. An umbrella name for a variety of products. Burman undertook the task of preparing natural cures for the killer diseases of those days. like cholera. and he came to be known as the trusted 'Daktar' or Doctor who came up with effective cures. malaria and plague. ranging from hair care to honey.the large population base is another factor that makes India one of the largest FMCG markets. Dr. And that is how his venture Dabur got its name derived from the Devanagri rendition of Daktar Burman. With missionary zeal and fervor.K Burman. ABOUT DABUR:In its 125 years of existence. a physician by profession. the Dabur brand has stood for goodness through a natural lifestyle.
Dr. 1936 – Dabur became a full-fledged company [Dabur India (Dr. Page | 6 . Early 1900s – Entered the specialized area of nature based Ayurvedic Medicines(for which there was no standardized drugs were not available) 1919 – Establishment of research laboratories (The need to develop scientific processes and quality checks for mass production of ayurvedic medicines led to the establishment of research laboratories) 1920.] 1972 – Shifted operations to Delhi by setting up a manufacturing plant in Faridabad. Ltd.( To manufacture and market confectionery items in India) 1993 – Entered specialized health care area of cancer treatment with its oncology formulation plant at H.With popularity of Dabur products increasing.Burman) Pvt. due to market confidence in the company shares issued at a premium were oversubscribed 21 times.K. Set up in 1884 to produce and dispense ayurvedic medicines to a wide mass of people who had no access to proper treatment. 1896 .K.S. S. 1979 – Dabur Research Foundation (launch of full-fledged research operations in the field of health care and also setting up Sahibabad factory for commercial production. came into being after reverse merger with Vidogum limited) 1992 – Entered a strategic partnership with Agrolimen of Spain. Burman expands his operations by setting up a plant for mass production.P 1994 – Raised its first public issue.Expanded further by setting up manufacturing units at Narendrapur and Daburgram and distribution spread to neighboring states like Bihar and north-east. 1986 – Public Limited Company (Dabur India ltd.
Family products division and Dabur ayurvedic specialties limited. H&B stores ltd. 1996 – Three separate divisions were created according to their product mix – Health Care products division. 1997 – Dabur entered the nascent processed food market with the creation of Food division / project stars. 2003 – Dabur demerges pharma business from the FMCG business into a separate company so as to concentrate on both the business. 2007 – Forayed into organised retail. a non-family member became the CEO of Dabur.Company announced a 1:1 bonus share to its shareholders. 2008—acquiresFEM care pharma 2009—Dabur red toothpaste joins billion rupee brand club 2009 – Celebrated 125 years of existence. and also Dabur India merged with Dabur foods. 1998 – Professionals to manage the company to inculcate a spirit of corporate governance and for the first time. 1995 – Joint ventures with Osem of Israel for food and Bongrain of France for cheese and other dairy products. Dabur At-a-Glance Dabur India Limited has marked its presence with significant achievements Page | 7 . 2000 – Entered the august league of large corporate businesses along with market leadership and a turnover of 1000 crore. 2006 – Dabur crossed the 2 billion US dollar market capitalization and adopted US GAAP in line with its commitment to follow global best practices and allow a transparent work culture. strive to achieve record successes. 2005. 2005 – Acquired Balsara and entered the oral care and household healthcare market in India.
2834. Asian Consumer Care (Bangladesh). (USA).Consumer Care Division (CCD). corporate and process hygiene. The results of our policies and initiatives speak for themselves. Leading consumer goods company in India with a turnover of Rs. Consumer Health Division (CHD) and International Business Division (IBD) 3 Subsidiary Group companies . Naturelle LLC (Ras Al Khaimah-UAE).and today commands a market leadership status. Our story of success is based on dedication to nature. dynamic leadership and commitment to our partners and stakeholders. Weikfield International (UAE) and Jaquline Inc. Ltd (Nepal).11 Crore (FY09) 3 major strategic business units (SBU) . Asian Consumer Care (Pakistan).Dabur International. Dabur Egypt Ltd (Egypt). 17 ultra-modern manufacturing units spread around the globe Page | 8 . Fem Care Pharma and newu and 8 step down subsidiaries: Dabur Nepal Pvt. African Consumer Care (Nigeria).
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Dabur Red Toothpaste.8 million retail outlets all over India Consumer Care Division (CCD) adresses consumer needs across the entire FMCG spectrum through four distinct business portfolios of Personal Care. Health Care. About 2. Vatika Shampoo has been the fastest selling shampoo brand in India for three years in a row Hajmola tablets in command with 60% market share of digestive tablets category.Premium hair care Hajmola .Fruit juices & beverages Fem . more than 5000 distributors and over 2. Dabur Chyawanprash. Home Care & Foods Master brands: Dabur . Hajmola and Dabur Honey Strategic positioning of Honey as food product.Tasty digestives Réal .5 crore Hajmola tablets are consumed in India every day Page | 10 .Fairness bleaches & skin care products 9 Billion-Rupee brands: Dabur Amla. Réal. leading to market leadership (over 75%) in branded honey market Dabur Chyawanprash the largest selling Ayurvedic medicine with over 65% market share.Ayurvedic healthcare products Vatika . Dabur Lal Dant Manjan. Babool. Vatika. Products marketed in over 60 countries Wide and deep market penetration with 50 C&F agents.
Leader in herbal digestives with 90% market share Page | 11 .
spanning the Middle East.Consumer Health Division (CHD) offers a range of classical Ayurvedic medicines and Ayurvedic OTC products that deliver the age-old benefits of Ayurveda in modern ready-to-use formats Has more than 300 products sold through prescriptions as well as over the counter Major categories in traditional formulations include: .Madhuvaani . EU and the US with its brands Dabur & Vatika Page | 12 .Medicated Oils Proprietary Ayurvedic medicines developed by Dabur include: .Trifgol Division also works for promotion of Ayurveda through organized community of traditional practitioners and developing fresh batches of students International Business Division (IBD) caters to the health and personal care needs of customers across different international markets.Ras Rasayanas .Churnas .Nature Care Isabgol . North & West Africa.Asav Arishtas .
US High level of localization of manufacturing and sales & marketing. We are determined to be the best at doing what matters most. Growing at a CAGR of 33% in the last 6 years and contributes to about 20% of total sales Leveraging the 'Natural' preference among local consumers to increase share in personal care categories Focus markets: .Nigeria .” Page | 13 .” “We all are leaders in our area of responsibility.Egypt . CORE VALUES AT DABUR:- "Dedicated to the health and well being of every household" “This is our company.Bangladesh .Gulf countries . with a deep commitment to deliver results. We accept personal responsibility.Nepal . and accountability to meet business needs.
We are intellectually honest in advocating proposals. Real Active .” “We work together on the principle of mutual trust & transparency in a boundary-less organisation. and we encourage & reward excellence.” PRODUCT LINE:Foods-· Real. Dabur Baby Olive Oil. including recognizing risks. Dabur Janma Ghunti Health Supplements-- Page | 14 . We are honest with consumers.” “Continuous innovation in products & processes is the basis of our success.” “We have superior understanding of consumer needs and develop products to fulfill them better.“People are our most important asset.” “We are committed to the achievement of business success with integrity. with business partners and with each other. We add value through result driven training. Homemade· Lemoneez Capsico Baby Care-· Dabur Lal Tail.
Corporate Governance at dabur:- Page | 15 . Hajmola Mast Masala. Anardana..Dabur Balm. Sat Isabgol.Vatika Henna Conditioning Shampoo. Vatika AntiDandruff Shampoo . Anmol Natural Shine Shampoo Oral Care-· Dabur Red Gel . Hajmola.· Babool Toothpaste. Shilajit. Pudin Hara G. Itch Care. Hajmola Candy.· Dabur Chyawanprash. Dabur Glucose D Digestives-· Hajmola Yumstick. Dabur Binaca Toothbrush Skin Care-· Gulabari Vatika. Pudin Hara (Liquid and Pearls). Dabur Hingoli Natural Cures-· Shilajit Gold.Dabur Red Toothpaste. Backaid. Ring Ring. Shankha Pushpi . Fairness Face Pack And many more……………………………………………………………………………………… ….Sarbyna Strong Personal Care -Hair Care Oil .Vatika Hair Oil. Amla Lite Hair Oil. Amla Hair Oil. Dabur Lal Dant Manjan. Anmol Sarson Amla Hair Care Shampoo-· Anmol Silky Black Shampoo . · Hajmola Candy Fun.
Shareholder Grievances. K. Dabur understands the importance of good governance and has constantly avoided an arbitrary decision-making process. in 1993 . and Organising the Plant for Life programme for schoolchildren to create environmental awareness amongst young minds • • Page | 16 . • • Our major initiatives in the Social sector include: Establishment of the Sustainable Development Society.a non-profit organisation to promote research and welfare activities in rural areas. "What is that life worth which cannot bring comfort to others. he had a vision that saw beyond the profit motive. Promoting health and hygiene amongst the underpriviledged through the Chunni Lal Medical Trust. Remuneration. or Sundesh. In his words. Compensation and Nominations Meets all Corporate Governance Code requirements of SEBI • • Corporate Citizenship at dabur:When our Founder Dr.Good corporate governance and transparency in actions of the management is key to a strong bond of trust with the Company’s stakeholders." This ideal of a humane and equitable society led to initiatives taken to give back some part of what Dabur has gained from the community. Burman first established Dabur. Our initiatives towards this end include: • • • • Professionalisation of the board Lean and active Board (reduced from 16 to 10 members) Less number of promoters on the Board More professionals and independent Directors for better management Governed through Board committees for Audit. S.
Living a Green Heritage These are significant steps that can contribute to a better world for coming generations. and I give you". from which all our products are derived. satellite nurseries spread across mountain villages and contract cultivation of medicinal herbs helps in maintaining the ecological balance. So that they are not forced to exploit the environment to earn a livelihood. And that is the reason for our unfailing commitment to ecological conservation and regeneration. Dabur has initiated some significant programmes for ecological regeneration and protection of endangered plant species."you give me. we at Dabur also value nature's bounty.Dabur upholds the tradition:Today. these plants and herbs are fast reaching the point of extinction. the vision of Dabur would never have been fulfilled. We are also developing quality saplings of more than 20 herbs. In addition. To whom we would like to bequeath a world not Page | 17 . In view of this critical situation. Without the fruits of nature. Back to Nature Rare herbs and medicinal plants are our most valuable resource. Under the project. which say: "Dehi me dadami te" . These measures have also helped provide local cultivators the scientific knowledge for harvesting herbs and a steady source of income. 8 of them endangered. Fully computer-controlled and monitored. We would like to follow the principles of our ancient texts. this greenhouse maintains the highly critical environmental parameters required for their survival. a high-tech greenhouse facility has been set up for developing saplings of rare and endangered medicinal plants. Plants for Life We have set up the "Plants for Life" project in the mountainous regions of the Himalayas. through micro propagation. Due to overexploitation of these resources and unsustainable practices.
dabur. Medicated Oils. were added to the food business.com www. On the inorganic growth front. and Honey.com Page | 18 . and air freshners (Odonil). Ras Rasayanas. and Meswak).com www.4psbusinessandmarketing. But full of flowering and fruit bearing trees. The company is clearly targeting growth at a breakneck pace.com www. Homemade cooking pastes like ginger.superbrandsindia. was to double its turnover by FY 2009-10. (Dabur). the company acquired the Balsara group of companies in 2005. Fruit Juices. birds and humans living in good health and complete harmony. animals. it enhanced its product portfolio in the various product categories. References:--Marketing Management:Twelfth Edition – Philip Kotler & Kevin Lane Keller www. Babool. Ayurvedic products (such as Churnas. the company started serving the southern region of the country in 2002. Shampoos. Business Strategies and ''Vision 2010'' of Dabur:Dabur India Ltd.bereft of nature. For instance. etc. Hair Oils. which it had unveiled way back in 2006. Digestives.brandchannel. tomato puree. This acquisition gave Dabur new brands in toothpaste (Promise. Further. The acquired toothpaste business balanced the oral care products portfolio as Dabur's sales came from the northern and the eastern parts of the country while Balsara's were from the southern and the western parts of the country. to increase its sales. Nature Care. Organically. which was neglected earlier. and Chyawanprash). Dabur‘s ''Vision 2010''. Asav Arishtas. toilet cleaners (Sani Fresh). The company had adopted a combination of the organic and inorganic routes in fuelling its growth. a leading Indian fast moving consumer goods (FMCG) company andIts product range included Toothpastes and Toothpowder. garlic. mosquito repellants (Odomos).
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