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COMPANY Report- Dabur

COMPANY Report- Dabur

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Published by Sonal Sachdeva

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Published by: Sonal Sachdeva on Dec 22, 2011
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covering over 2. The 125-year-old company. Dabur is today India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company. Africa. Dabur India is also a world leader in Ayurveda with a portfolio of over 250 Herbal Ayurvedic products. SAARC countries. Hajmola for digestives.5 Billion (over Rs 16. Its brands are highly popular in the Middle East. Building on a legacy of quality and experience of over 125 years. had started operations in 1884 as an Ayurvedic medicines company. Skin Care. TIME LINE HISTORY 1884 1896 1919 : : : Birth of Dabur Setting up manufacturing plant Early1900s : Ayurvedic medicines Establishment of research laboratories . Dabur's FMCG portfolio today includes five flagship brands with distinct brand identities -. US. Dabur's products also have a huge presence in the overseas markets and are today available in over 60 countries across the globe. accounting for about 20% of the total turnover.COMPANY PROFILE Dabur India Ltd is one of India’s leading FMCG Companies with Revenues of about US$750 Million (over Rs 3416Crore) & Market Capitalization of over US$3. Dabur today operates in key consumer products categories like Hair Care. The company has a wide distribution network.8 million retail outlets with a high penetration in both urban and rural markets.Dabur as the master brand for natural healthcare products. Health Care. Europe and Russia.000Crore). Dabur's overseas revenues stand at over Rs 500Crore in the 2008-09 fiscal. Oral Care. Vatika for premium personal care. promoted by the Burman family. Réal for fruit juices and beverages and Fem for fairness bleaches and skin care products. Home Care and Foods.

Shift to Delhi Sahibabad factory / Dabur Research Public Limited Company Joint venture with Agrolimen of Spain Cancer treatment Public issues Joint Ventures 3 separate divisions Foods Division / Project STARS Professionals to manage the Company Turnover of Rs. Ltd.1920 1936 1972 1979 Foundation 1986 1992 1993 1994 1995 1996 1997 1998 2000 2005 2006 US : : : : : : : : : : : : : : : : Expands further Dabur India (Dr. Burman) Pvt. S.000 crores 2003 Dabur demerges Pharma Business Dabur aquires Balsara Dabur announces Bonus after 12 years Dabur crosses $2 Bin market Cap. adopts GAAP Approves FCCB/GDR/ADR up to $200 million 2007 2008 2009 2010 acquisition Flavours : : : Celebrating 10 years of Real Foray into organized retail Dabur Foods Merged With Dabur India Acquires Fem Care Pharma Dabur Red Toothpaste joins 'Billion Rupee Brand' club : Dabur makes its first overseas Dabur acquired 100% equity in Namaste Lab Dabur Chyawanprash Launched Orange & Mango Dabur Amla Hair Oils enters Limca Book of Records 2011 : Dabur enters professional skin care market Dabur launches its first-ever online shopping portalwww. 1.K.com Dabur India acquires 30-Plus from Ajanta Pharma .daburuveda.

dabur gulabari. vatika sampoo. Dabur Pilochek. PudinHara. Hajmola Candy. .Business portfolio of Dabur PERSONAL CARE:-Dabur has a HEALTH CARE :-Dabur chyawanprash. etc. wide range of personal care products and Dabur Shwaasamrit. heal-ek. uveda Dabur Blood Purifier etc. Dabur some products as Dabur amla hair oil.

Dr. but visionary endeavour by Dr.Home care &Food products: Tomato ketchup  Lemoneeze  Capsico  Cornflour  Pineapple slice  Fruit cocktail  Tomato puree Real juice segment  Real  Active  burrst Introduction to Dabur FOUNDER AND LEADERS Founding Thoughts: "What is that life worth which cannot bring comfort to others" The story of Dabur began with a small. a physician tucked away in Bengal. as the trusted 'Daktar' or Doctor who came up with effective cures. like cholera. Burman. Soon the news of his medicines traveled. malaria and plague. Burman set up Dabur in 1884 to produce . K. His mission was to provide effective and affordable cure for ordinary people in far-flung villages.Dr. And that is how his venture Dabur got its name . and came to be known. Burman undertook the task of preparing natural cures for the killer diseases of those days.derived from the Devanagri rendition of Daktar Burman. With missionary zeal and fervour. S.

The FMCG sector has had a much better time in recent months. A sharp drop in interest rates from 18% to 8% led to explosive demand for consumer durables like white goods. to a household name that at once evokes trust and reliability.1% in December’04. The situation continues to be tough in the home and personal care segments. in 2000 FMCG market growth stalled and then declined for the next four years. Is the fourth largest FMCG company in india with the revenues of us$ 750 million (3390 crore) and market capitalization of us$ 3. Suddenly.4% of total market capitalization. K. home care & foods.5 billion (over RS 16000 crore)building on a legacy of quality and experience of over 125 years. oral care. The rapid opening up of the economy resulted in many new avenues of expenditure for the consumer’s growing income. S. Consumers’ downgraded to lower priced substitutes from higher quality brands. two wheelers and automobiles. Entertainment. Mobile phone ownership and usage exploded due to its amazing lifestyle and convenience benefits as well as lower prices. health care. leisure and travel sectors also boomed. dabur operates in key consumer products categories like hair care. Burman's commitment and ceaseless efforts resulted in the company growing from a fledgling medicine manufacturer in a small Calcutta house. Rising raw material costs in the petro-based intermediaries used in shampoos and detergents have resulted in cost pressures and . Dr. Reaching out to a wide mass of people who had no access to proper treatment. the FMCG markets grew at almost 15% per annum in value. The lure of new avenues of expenditure in products and services led to consumers restricting their spending on FMCG. with market showing signs of broad revival. compared to 6. It accounts for about 6.and dispense Ayurvedic medicines. As a result of this shift in spending patterns. DISTRIBUTION CHANNEL Through the nineties. skin care. Dabur india ltd. and is up. the FMCG market declined in value in the last four years creating a major challenge for growth.

availability of various financial aides made every reasonable and expensive purchase. we see an improvement in sales growth for the FMCG industry. etc. As a result. various ITC brands. cars. making Indian consumer enjoy brands which deliver high quality and adhere to global standards. Initially. driven by improving reach. etc. yesteryears’ amenities started becoming necessities like. higher usage – driven by affordability and rising incomes driving aspiration levels. have made a stern attempts in providing higher quality products with relatively competitive prices. P & G products. But since December’04. branded clothes. the sales of various brands belonging to key players and the overall FMCG industry performance have picked up and the intense sales promotional efforts. mobile phones. The FMCG sector is witnessing demand growth again. are the various categories of products that FMCG market makes available to lakhs of consumers across the country. Coke. accessories. brands like Pepsodent. stronger distributional efforts have helped various brands penetrate deeper into the markets . Dabur products. mosquito coils. Secondly. Pepsi. organized retail and innovative channels. soaps. easy thereby giving the Indian consumers an unlimited exposure to experience the same. Mortein. etc. cut throat competitive strategies. The plethora of such brands was thrown open to Indian consumers during 1990s which witnessed a rise and growth in the FMCG industry. But since almost a decade. firstly. Consumer Demographics & Buying Patterns of Indian Consumers FMCG is one sector which caters to the daily and more basic needs of consumers and therefore don’t have a chance to run out of focus. Indian buyers were a bit conservative partly due to lesser disposable income and partly due to fewer competitive and more variety of products. the disposable income of average Indian consumer rose sharply within the past 5 year and finally. The reasons are manifold. From oral care products to packed food to detergents. But from 2000 onwards a there has been a negative growth of this industry.a competitive market means companies have not been able to pass on these costs fully to consumers through price hikes.

Today. These products are transported either via roadways or railways within the domestic markets and normally don’t take more than a week to reach the retailers.and increased sales. This is simply because these companies don’t really have a wide network of sales agents and other force which is required and is ideal for catering their products to the markets. FMCG products are normally a high volume ball game and products have to essentially be available in the market at all given points of time and at all given points of purchase and therefore the distribution activities are highly volatile and dynamic. The margins kept by these intermediaries range from 2% to 5%. The products in this industry are transported from manufacturing units via c & f agencies or warehouse to distributors who further sell the same to wholesalers or stockiest who finally sell it to the retailers in the market. wholesalers and retailer whose margins on these products actually double the price of these products when a final consumer buys it. Mechanics of Distribution Channels of Sector The supply chain of products in the FMCG market in India is one of the longest supply chains an industry could really have. The supply of products takes place virtually on a daily basis in fixed quotas or otherwise. rural Indian consumers market has by far become the highest revenue generator for many of the FMCG product companies and availability of a wide variety of range has allowed today’s Indian consumer to analyze and judge each product accurately and make an ideal purchase decision. All such criteria are taken into consideration . This aspect is taken over by distributors. There are as many as 5 levels of intermediaries involved in the entire supply chain through which a product passes before reaching the end consumer. to retailers as per their requisitions and the anticipation of demand and the performance of products in the recent past. What has been observed is that even though these FMCG companies are big multinationals and Indian but face a major challenge of making their products available in the market in the right quantities and in the right time.

if any. This activity also helps to find out drawbacks of the distribution system.before the quantum of products being dispatched to the next level of intermediary. DABUR Via C & agencies warehouse F or DISTRIBUTORS WHOLE SELLER RETAILER CUSTOMER OR CONSUMER . weekly. and rectify them within time. Since it’s a volume game. manufacturers make all possible efforts to boost sales and promote their distributors to earn more and more orders from the retailers and wholesalers. A close check is maintained on the flow of the products on a daily. fortnightly and monthly basis to determine the trend in the business and flow of products and consumption.


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