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Guide Ms. Radhika Bhutani

Submitted by Neha Gupta Enrollment no. 01720803910 MBA 1st Semester


Table of contents
1. About the company 2. Vision of Dabur India ltd 3. Corporate information 4. Dabur at a glance 5. Product line of the Company 6. Financial analysis of the annual report 2009-2010 7. Corporate governance 8. Board of directors 9. Competitor Analysis 2 3 5 7 8 10 13 15 16


Over its 120 years of existence, the Dabur brand has stood for goodness through a natural lifestyle. An umbrella name for a variety of products, ranging from hair care to honey, Dabur has consistently ranked among Indias top brands. Its brands are built on the foundation of trust that a Dabur offering will never cause one harm. The trust levels that this brand enjoys are phenomenally high. While Ries and Trout may ask What does Dabur stand forshampoo or digestive tablets? The answer is fairly simple, it stands for Indias fourth largest fast moving consumer goods company that both consumers and trade respect and trust unequivocally, and which has an annual turnover of over Rs 15 billion. The company has kept an eye on new generations of customers with a range of products that cater to a modern lifestyle, while managing not to alienate earlier generations of loyal customers. Dabur is an investor friendly brand as its financial performance shows. There is an abundance of information for its investors and prospective information including a daily update on the share price (something that very few Indian brands do). Theres a great sense of responsibility for investors funds on view. This is a direct extension of Daburs philosophy of taking care of its constituents and it adds to the sense of trust for the brand overall.

VISION of the company

"Dedicated to the health and well being of every household"

PRINCIPLES of the company

OWNERSHIP This is our company. We accept personal responsibility, and accountability to meet business needs. PASSION FOR WINNING We all are leaders in our area of responsibility, with a deep commitment to deliver results. We are determined to be the best at doing what matters most. PEOPLE DEVELOPMENT People are our most important asset. We add value through result driven training, and we encourage & reward excellence. CONSUMER FOCUS We have superior understanding of consumer needs and develop products to fulfill them better. TEAM WORK We work together on the principle of mutual trust & transparency in a boundary-less organisation. We are intellectually honest in advocating proposals, including recognizing risks.

INNOVATION Continuous innovation in products & processes is the basis of our success. INTEGRITY We are committed to the achievement of business success with integrity. We are honest with consumers, with business partners and with each other.



DIRECTORS Mr. Pradip Burman Mr. Mohit Burman Mr. P. D. Narang Mr. Sunil Duggal Mr. R. C. Bhargava Mr. P. N. Vijay Dr. S. Narayan Mr. Albert Wiseman Paterson Mr. Analjit Singh Dr. Ajay Dua


AUDITORS. Chartered Accountants M/s G. Basu & Co

INTERNAL AUDITORS Price Waterhouse Coopers Pvt. Ltd.

BANKERS Punjab National Bank Standard Chartered Bank The Hongkong & Shanghai Banking Corporation Ltd. The Royal Bank of Scotland Citibank NA HDFC Bank Ltd. IDBI Bank Ltd.

CORPORATE OFFICE Dabur India Limited Dabur Tower, Kaushambi, Sahibabad, Ghaziabad - 201 010, (U.P.), India Tel: 0120 - 39412525, 3982000 Fax: 0120 - 4374935 Website: Email:

1884 1896 Early 1900s 1919 1936 1949 1979 1986 1992 1993 1994 1995 1996 1997 1998 2000 2001 2003 2005 2008 Birth of Dabur. Established by Dr. Burman at Kolkata Setting up first manufacturing plant at Garhia Production of Ayurvedic medicines Establishment of research laboratories Dabur India (Dr. S.K. Burman) Pvt. Ltd. incorporated Launched Dabur Chyawanprash in tin pack Sahibabad factory / Dabur Research Foundation Public Limited Company Joint venture with Agrolimen of Spain Cancer treatment Comes with first Public issue Joint Ventures 3 separate divisions Foods Division / Project STARS Professionals to manage the Company Turnover of Rs.1,000 crores Super specialty drugs Demerges Phrmaceuticals business Acquires balsara Acquires Fem Care Pharma


Herbal & Ayurvedic Health Care A trusted name in natural healthcare for the past 125 years, Dabur is known for providing a range of efficacious and timetested health care products based on the principles of Ayurveda like Dabur Chyawanprash, Dabur Honey

Natural Personal Care A premium personal care brand & a leader in its category, Vatika is a popular name in the natural personal care space offering a whole range of nature-based solutions like Dabur amla, Vatika hair oil.

Tasty Digestives Tasty fun-filled digestives available in interesting formats like tablets and candies, Hajmola appeals to all age groups.

Fruit-based Beverages India's leading brand of packaged fruit juices, Ral provides the largest range of refreshing & healthy fruit juices that are 100% natural and free of preservatives like Dabur Active, Hommade, Lemoneez.

Fairness Bleaches & Skin Care A new member in the family of Dabur's key brands, Fem offers a range of fairness bleaches and hair removing solutions. Several skin care products like Dabur Gulabari and Dabur Uveda are offered by Dabur.



In a year which was beset with external challenges such as below average monsoons, drought in some parts of the country, rising food inflation and sharp currency fluctuations, Dabur continued to report strong growth in sales across its businesses and geographies. In spite of sharp fluctuations in input costs and an overall inflationary scenario, the company was able to manage costs well leading to a sizeable increase in operating margins during the year.

On a consolidated basis, Revenues grew by 20.6% to Rs 3,416.7 crore while Net Profit grew 28.1% to go up to Rs 501.3 crore. The steady growth achieved by the Company has been enabled by sustained investments in marketing and brand building, distribution, production, supply chain and by driving operational efficiencies across all its functions. During the year, the Company saw robust volume-led growth across key categories like hair care, oral care, skin care, health supplements, digestives & foods. The acquisition of Fem Care Pharma, a leading player in the women's skin care products market, and introduction of a host of new products and variants added to this growth and helped Dabur gain a strong foothold in several high-growth and highly competitive categories across the consumer goods space.

The highlights of the Companys performance in 2009-10 on a consolidated basis are: Consolidated Sales increased to Rs 3,416.7 crore in 2009-10 from Rs 2,834.1 crore in

2008-09, registering a growth of 20.6%

Earnings before interest, depreciation, taxes and amortization (EBIDTA) increased to

Rs 669.5 crore in 2009-10 from Rs 517.3 crore in 2008-09, registering a growth of 29.4%


Consolidated profits after tax (PAT) went up to Rs 501.3 crore in 2009-10 from Rs

391.2 crore, increasing by 28.1%

Net profit after tax and after minority interest for the year at Rs.501.27 crore is higher

by Rs.110.06 crore as compared to Rs. 391.21 crore in the previous year

Earnings per share (EPS) went up to Rs 5.8 in 2009-10 from Rs 4.5 in 2008-2009

Return on Net worth of the company increased to 53.5% in 2009-10 from 47.7% in


Consolidated Turnover grew by 20.28% to Rs.3430.80 crore as compared to Rs.

2852.27 crore in the previous year.

During 2009-10 Dabur completed the acquisition of Fem Care Pharma Ltd. (Fem or Fem Care). The acquisition has added about 3.5% to the topline during 2009-10. The operations of Fem Care Pharma Limited have been integrated with Dabur, infact the company has shown good growth in revenues, margins and profits post the closing of the deal which was effected on 25th June, 2009. The Fem Care legal entity has since been merged with Dabur and the merger takes effect retrospectively from 1st April 2009. The High Court order to this effect was passed on 2nd June 2010. During the year, the company test- launched a host of new brands and products, including Dabur Uveda range of Ayurvedic skin care products. Packed with herbal extracts derived from a blend of authentic Ayurvedic ingredients that are documented in Ayurvedic scriptures of Bhavprakash Nighantu and proven actives, the Uveda range is well researched and proven to enhance skin tone and texture. The other major launch of the year was the Ral Burrst range of fruit-based beverages. Available in 4 variants, this non-carbonated light fruit beverage range offers the benefits of refreshment and thirst quenching qualities to the consumers. The company also introduced two new light hair oil brands Vatika Enriched

Almond hair oil & Dabur Amla Flower Magic hair oil to expand its presence in the light hair oils category. Dabur has drawn up a strategic plan for the next four years, under which the Company plans to double its sales and profits from current levels to reach revenues of Rs 7,000 crore and profits of Rs 1,000 crore by the fiscal year 2013-14.

FMCG portfolio includes


Good corporate governance and transparency in actions of the management is key to a strong bond of trust with the Companys stakeholders. Dabur understands the importance of good governance and has constantly avoided an arbitrary decision-making process. 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, Remuneration, Shareholder

Grievances, Compensation and Nominations

Meets all Corporate Governance Code requirements of SEBI

Corporate Governance is the implementation of best management practices, compliance of law and voluntary adherence to ethical standards which are inevitable for achieving organisational efficiency, enhancing shareholders value and discharge of social

responsibility. The principles of good corporate governance is to ensure fairness in all transactions within and outside the company with investors, customers, employees, partners, competitors and the society at large. Adoption of Corporate Governance and disclosure practices attract the best of capital and talent for any organisation and create value and wealth on a sustainable and long term basis. Dabur is committed to good corporate Governance and has benchmarked itself in line with global practices. Dabur understands and respects its fiduciary role in the corporate world. It has always endeavoured to pursue growth by adhering to highest national and international standards of corporate governance. This attitude of Dabur has earned recognition and has strengthened its bond of trust with stakeholders and the society at large. The company had in fact adopted Corporate Governance and disclosure practices much before they were mandated by legislation.

Corporate Governance Philosophy The Company's philosophy is to achieve business excellence and optimize longterm value for its shareholders on a sustained basis through ethical business conduct. It envisages attainment of the highest level of transparency, accountability and equity in all facets of its operations and all its interactions with shareholders, employees, lenders and regulatory bodies. The corporate governance structure in the Company assigns responsibilities and entrusts authority among different participants in the organisation viz. The board of directors, the senior management, employees, etc. The company`s focus revolves around values based on transparency, integrity, professionalism and accountability. It`s initiatives towards this end include: professionalization of the Board; fair and transparent processes and reporting systems; and going beyond the mandated Corporate Governance Code requirements of SEBI.


Board of Directors
Composition of the Board As on March 31, 2010, Dabur's Board consists of 12 members. Besides the Chairman, who is a Non-Executive Promoter Director, the Board comprises of three Executive Directors (of whom one is Promoter Director), two Non-Executive Promoter Directors and six Non-Executive Independent Directors. The composition of the Board as on 31st March, 2010 is in confirmity with Clause 49 of the listing agreement, which stipulates that a Company shall have an optimum combination of Executive and Non- Executive Directors, with not less than 50 per cent of the Board comprising of Non-Executive Directors, and where the Chairman being a Non-Executive director is also a promoter of the Company, at least one-half of the Board should comprise of Independent Directors. During the year, on 3rd September, 2009, Dr Ajay Dua was appointed to the Board as NonExecutive Independent Director.

Number of Board Meetings The Board of Directors met four times during the year: on April 29, 2009, July 27, 2009, October 26, 2009, and January 27, 2010. The Company has held at least one Board meeting in every three months. The maximum gap between any two meetings was less than four months, as stipulated under Clause 49. Directors' Attendance Record and Directorships held As mandated by Clause 49, none of the Directors are members of more than 10 Board level committees, nor are they Chairmen of more than five committees in which they are members.


The key competitors of Dabur in the Hair Oil segment are Keo Karpin, Emami, Bajaj, Marico, HLL which together with Dabur have about 64% of India's domestic market. Dabur is one of India's largest player in the hair oil segment and the fourth largest producer of FMCG. It was established in 1884, and had grown to a business level in 2003 of about 650 million dollars per year. Dabur Hair Oils have a market share of 19%.

We have tried to analyse the competition for Dabur in the Hair Care segment as follows: Keo Karpin, a fifty-year old brand, is a pioneer in the light hair oil category. The pleasantly perfumed hair oil has its main market in the Hindi belt and also has significant presence in eastern and western India. Its share is 6% of the total hair oil market. Emami has existence in hair oil market through Himani Navratan oil and Himani Oil. Emami has taken Madhuri Dixit as brand ambassador for emami oil and Amitabh Bachchan for Himami Navratan Oil. Overall it has a share of 4% in hair oil market. Bajaj has two flagship oil brands - Bajaj Brahmi Amla and Bajaj Almond Drops currently have a value share of 19 per cent and 12 per cent in their respective oil categories as per ORG-Marg. Besides, the company has also decided to enhance its retail presence by nearly 20 per cent from the existing 5 lakh retail outlets in an attempt to reach the rural parts. Overall it has a market share of 4% in hair oil market. Maricos Parachute is premium edible grade oil, a market leader in its category. Synonymous with pure coconut oil in the market, Parachute is positioned on the platform of purity. In fact over time it has become the gold standard for purity. Parachute's primary target has been women of all ages. The brand has a huge loyalty, not only in the urban sections of India but also in the rural sector. It has a market share of 28%. HLL has two products, Clinic Plus Hair Oil and All Clear Clinic Hair Oil. Overall it has a 3% share in hair oil market.


The key competitors of Dabur in the Chyawanprash segment are Baidyanath, Zandu and Himani, which together with Dabur have about 85% of India's domestic market. Dabur is India's largest Ayurvedic medicine supplier and the fourth largest producer of FMCG. Dabur Chyawanprash (herbal honey) has a market share of 61%. We have tried to analyse the competition for Dabur in the Chyawanprash segment as follows: Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for short) was founded in 1917 in Calcutta, and specializes in Ayurvedic medicines, though it has recently expanded into the FMCG sector with cosmetic and hair care products; one of its international products is Shikakai (soap pod) Shampoo.Its Chyawanprash has a market share of 10%. Zandu Pharmaceutical Works was incorporated in Bombay in 1919, named after an 18thcentury Ayurvedic. The company focuses primarily on Ayurvedic products (in 1930, pharmaceuticals were added, but the pharmaceutical division was separated off about 30 years later). The Emami Group, founded in 1974, provides a diverse range of products, doing 110 million dollars of business annually, though only a portion is involved with Ayurvedic products, through its Himani line; the company is mainly involved with toiletries and cosmetics, but also provides Chyawanprash and other health products. Its market share is 12%.