INTRODUCTION

Dabur India Limited is a leading Indian consumer goods company

with interests in Hair Care, Oral Care, Health Care, Skin Care,
Home Care and Foods. From its humble beginnings in the bylanes
of Calcutta way back in 1884 as an Ayurvedic medicines company,
Dabur India Ltd has come a long way today to become a leading
consumer products manufacturer in India. For the past 125 years,
we have been dedicated to providing nature-based solutions
for a healthy and holistic lifestyle.
Through our comprehensive range of products, we touch the lives of
all consumers, in all age groups, across all social boundaries. And this
legacy has helped us develop a bond of trust with our consumers.
That guarantees you the best in all products carrying the
Dabur name .

HISTORY
Year

Event:

1884

Dr. S K Burman lays the foundation of what is today

known as Dabur India Limited. Starting from a small shop
in Calcutta, he began a direct mailing system to send his
medicines to even the smallest of villages in Bengal.

1920

A manufacturing facility for Ayurvedic Medicines is set up

at Narendrapur and Daburgram. Dabur expands its
distribution network to Bihar and the northeast.

1936

Dabur India (Dr. S K Burman) Pvt. Limited is

incorporated.

1949

Dabur Chyawanprash is launched in a tin pack and

becomes the first branded Chyawanprash of India.

1978

Dabur launches the Hajmola tablet. This is the first time

that a classical Ayurvedic medicine is branded -from
Shudhabardhak bati to Hajmola tablet.

1989

Hajmola Candy is launched and captures the imagination

of children and establishes a large market share

1994

Dabur India Limited comes out with its first public issue.
The Rs.10 share is issued at a premium of Rs.85 per share.
The issue is oversubscribed 21 times.

1995

Dabur enters into a joint venture with Osem of Israel for

food and Bongrain of France for cheese and other dairy
products

1999-2000

Dabur achieves the Rs.1000 Crore turnover mark

Founder and Leaders

The Mission continues

More than a century after Dr. S. K. Burman set up his company with
the vision of good health for all, Dabur has grown manifold. It is now
a leading nature-based health and family care products company.
In this mission, the Burman family has forged ahead with the
founding thoughts of Dr. S.K. Burman, while also evolving and
progressing in tune with the changing demands of a growing
business.
Over the years, the family has understood the demands of
incorporating a professional management team that would be able to
launch Dabur onto a high growth path. The Burman family has
therefore downscaled its direct involvement in day-to-day operations.
Allowing a team of able managers to run the company and steer its
fortunes.

Dabur India Ltd. - Corporate Profile

Dabur India Ltd is one of Indias leading FMCG Companies with

Revenues of about US$600 Million (over Rs 2834 Crore) &
Market Capitalisation of over US$2.2 Billion (close to Rs
10,000 Crore). Building on a legacy of quality and experience for over
125 years, Dabur is today Indias most trusted name and the
worlds

largest

Ayurvedic

and

Natural

Health

Care

Company.
Dabur India is also a world leader in Ayurveda with a portfolio of over
250 Herbal/Ayurvedic products. Dabur's FMCG portfolio today
includes five flagship brands with distinct brand identities -Dabur as the master brand for natural healthcare products, Vatika
for premium personal care, Hajmola for digestives, Ral for fruit
juices and beverages and Fem for fairness bleaches and skin care
products.
Dabur today operates in key consumer products categories like Hair
Care, Oral Care, Health Care, Skin Care, Home Care and
Foods. The company has a wide distribution network, covering over
2.8 million retail outlets with a high penetration in both urban
and rural markets.
Dabur's products also have a huge presence in the overseas markets
and are today available in over 60 countries across the globe.
Its brands are highly popular in the Middle East, SAARC countries,
Africa, US, Europe and Russia. Dabur's overseas revenues

stands at over Rs 500 Crore in the 2009-10 fiscal,

accounting for about 20% of the total turnover.
The 125-year-old company, promoted by the Burman family, had
started operations in 1884 as an Ayurvedic medicines company. From
its humble beginnings in the bylanes of Calcutta, Dabur India Ltd has
come a long way today to become one of the biggest Indian-owned
consumer goods companies with the largest herbal and natural
product portfolio in the world. Overall, Dabur has successfully
transformed itself from being a family-run business to
become a professionally managed enterprise. What sets
Dabur apart from the crowd is its ability to change ahead of others
and to always set new standards in corporate governance &
innovation.
Addresses
Corporate Office
Kaushambi
Ghaziabad 201010 Uttar Pradesh, India
Tel:
+91 (0120) 3982000 (30 Lines)
+91 (0120) 3001000 (30 Lines)
Registered Office
8/3, Asaf Ali Road,
New Delhi 110 002
Tel: +91 (011) 23253488

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

This is our company. We accept personal responsibility, and

accountability to meet business needs.

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 are our most important asset. We add value through result
driven training, and we encourage & reward excellence.

We have superior understanding of consumer needs and develop

products to fulfill them better.

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.

Continuous innovation in products & processes is the basis of our

success.

We are committed to the achievement of business success with

integrity. We are honest with consumers, with business partners and
with each other.

MANAGEMEMT TEAM

Dabur Group

With a basket including personal care, health care and food products,
Dabur India Limited has set up subsidiary Group Companies across
the world that can manage its businesses more efficiently.
Given the vast range of products, sourcing, production and marketing
have been divested to the group companies that conduct their
operations independently:

Corporate Governance

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.
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, Remuneration,
Shareholder Grievances, Compensation and Nominations
Meets all Corporate Governance Code requirements of SEBI

Corporate Citizenship

When our Founder Dr. S. K. Burman first established Dabur, he had a

vision that saw beyond the profit motive. In his words, "What is that
life worth which cannot bring comfort to others." 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.
Our major initiatives in the Social sector include:

Establishment of the Sustainable Development Society, or

Sundesh, in 1993 - a non-profit organisation to promote research

and welfare activities in rural areas;

Promoting health and hygiene amongst the underpriviledged

through the Chunni Lal Medical Trust; and

Organising the Plant for Life programme for schoolchildren

- to create environmental awareness amongst young minds.

Our commitment to Environment
Ancient wisdom of conservation
From times immemorial, Indian sages and men of wisdom have
understood and appreciated the value of nature and its conservation.
Our ancestors recognised that if we grabbed from nature beyond what
was healthy, it would lead to all round degradation, and even the
extinction of humanity. That is why nature was sanctified and
worshipped in the form of gods and goddesses.
Dabur upholds the tradition

Today, we at Dabur also value nature's bounty. Without the fruits of

nature, the vision of Dabur would never have been fulfilled. And that
is the reason for our unfailing commitment to ecological conservation
and regeneration. We would like to follow the principles of our
ancient texts, which say:
"Dehi me dadami te" - "you give me, and I give you".

Back to Nature
Rare herbs and medicinal plants are our most valuable resource, from
which all our products are derived. Due to overexploitation of these
resources and unsustainable practices, these plants and herbs are fast
reaching the point of extinction. In view of this critical situation,
Dabur has initiated some significant programmes for ecological
regeneration and protection of endangered plant species.
Plants for Life
We have set up the "Plants for Life" project in the mountainous
regions of the Himalayas. Under the project, a high-tech greenhouse
facility has been set up for developing saplings of rare and
endangered

medicinal

monitored,

this

plants.

greenhouse

Fully

computer-controlled

maintains

the

highly

and

critical

environmental parameters required for their survival. We are also

developing quality saplings of more than 20 herbs, 8 of them
endangered, through micro propagation.

In addition, satellite nurseries spread across mountain villages and

contract cultivation of medicinal herbs helps in maintaining the
ecological balance. These measures have also helped provide local
cultivators the scientific knowledge for harvesting herbs and a steady
source of income. So that they are not forced to exploit the
environment to earn a livelihood.

Living a Green Heritage

These are significant steps that can contribute to a better world for
coming generations. To whom we would like to bequeath a world not
bereft of nature. But full of flowering and fruit bearing trees, animals,
birds and humans living in good health and complete harmony.

Manufacturing Facilities in India

Distribution Network

Welcome to Dabur India Ltd. In this section, you'll find the

information about our distributors across the globe. Please click on
the individual links below for the detailed list of distributors and
partners in various regions.
Central, North & South America
Australia
Asia
Middle East
North & South Africa
East & West Europe
Russia

Dabur Worldwide

Dabur's mission of popularising a natural lifestyle transcends

national boundaries. Today, there is growing global awareness on
alternative medicine, nature-based and holistic lifestyles and an
interest in herbal products. Dabur has been in the forefront of
popularising this alternative way of life, marketing its
products in more than 60 countries all over the world.
Over the years, Dabur's overseas business has successfully
transformed from being a small operation into a multi-location
business spreading through the Middle East, North Africa,
West Africa and South Asia.

Our Products Worldwide

We have spread ourselves wide and deep to be close to our overseas

consumers. Our overseas product portfolio is tailor-made to suit the
needs and aspirations of our growing consumer base in the
international markets.
Offices and representatives in Europe, UK, America and
Africa
AA special herbal health care and personal care range
successfully selling in markets ranging from the Middle East,
Far East, North Africa and Europe
Inroads into several European and American markets that have
good potential due to resurgence of the back-to-nature
movement
Export of Active Pharmaceutical Ingredients (APIs),
manufactured under strict international quality benchmarks, to
Europe,

Latin

America,

Africa,

and

other

Asian

countries
Export of food and textile grade natural gums, extracted from
traditional plant sources
Partnerships & Production

Strategic partnerships with leading multinational food and

health care companies to introduce innovations in products and
services.

Products

Health Care
Personal Care
Foods
Home Care
Consumer Health OTC
Consumer Health Ethical
Health Care
Dabur's Health Care range brings for you a wide selection of
Ayurvedic and natural products that offer complete care for
varying individual needs.

Personal Care
Dabur presents a range of Herbal & Ayurvedic Personal Care
products, created to make you look and feel good. Bringing
together the gentle touch of nature and Ayurveda's wisdom,
the range covers categories like Hair Care, Skin Care and Baby
Care, and is backed by the unfailing quality stamp of Dabur.

Home Care
Dabur India Ltd has a portfolio of superior products that help take
care of your home. The range of Home Care products have been
carefully developed to ensure that your living space not only looks
good, but also smells good, all day long. And more importantly, they
help keep your family healthy.

Ayurveda

OBJECTIVE
Is in the stage of progress or decline during this period of
recession, which is going all through the world due to which the
graph of economy of the whole is falling down.
Is the sales of the medicines or health care products of the
Dabur India Ltd.
Is company listening the expectations of shareholders.
At last what measure should the company adopt to be market
leader in field of pharmaceuticals and to maintain its position in
market.

RESEARCH METHODOLOGY
Data collection Method
Both primary and secondary datas was considered and studied for
the project.
Primary Data
These are the datas which are not readily available to the user or
researcher but these datas has to be collected by some one primarily
for their own use. They are specifically collected for certain research.
For specific research project at hand for obtaining state about
advertisement and sales promotions of Dabur FMCG PRODUCTS.
Secondary Data
Refers of those data, which are collected and distributed is parts and
are already available in firm company internal needs and commercial
trades and private publication.
In the study secondary data were used for required information like: Company profile of Dabur FMCG.
Sampling Units
Customer: 10
Dealer: 1
Geographical area Covered
City Areas.
Makronia Areas.
Civil Lines

Sampling Plan
Sagar has a population of approximately 15 lakhs. For carrying out
any research orstudy on any subject. It is very difficult to cover even
10% population. I have for the sample size has to be decibel for a
meaningful conclusion. For designing the sample size, it was thought
proper to cover a very small percentage of population in various age
groups. The method used for sample technique was non-probability
convenience sampling method.

LIMITATION
Not much information gained through dealer of dabur.
Dealers of dabur were unable to tell much about the company.
They ware also unable to make books available of dabur.
On internet also I had received limited information.
The time limit is also a factor which is also become as limitation
of this project.

SUGGESTION
Should try to capture more foreign market, they are doing
export of products but its ratio is less.
Should has more attractive and catchy punch lines and slogans
which set in mind immediately.
Should organize health camps where there are no outlets.
Should use more conveying advertisements for all the main
brands featuring big celebrities.
Should encourage the ayurveda by visiting to vaidya, Ayurvedic
Hospital & Doctors.

SWOT ANALYSIS
Strength of the company
Market leader in Ayurvedic & Health care products.
Easily available products.
Attractive packing of the products.
Highly qualitative products.
Weakness
Less focus on exports.
Low penetration of new brands in market.
New packing of old Ayurvedic brands are not easily acceptable.
Opportunity
Should use more conveying advertisements.
Should try to capture more of foreign market.
Should communicate the knowledge about all the products to
the general user of the company.
Threats
Nowadays consumer taste varying very frequently.
Depression in Indian market.

 There is tough competition from Indian & other multinational

companies in these days.

CONCLUSION
Strong human relationship built DABUR. So it is not surprising that
the company answers the welfare of the most valuable asset. The
people who comprise I, this power in the brand.
Dabur has grown steadily in the over sears markets in the last decade.
Dabur products are today available in over 50 countries. The
company has its offices and representative in Europe, America &
Africa.

Financial Statement

DATA ANALYSIS & INTERPRETATION

Bibliography
Books:
Kotler, Philip. Marketing Management Prentice hall of India. Edition-IX
Drucker, Peter. Management Function & Behaviour, BPB, Edition-III
Websites :
www.dabur.com
www.google.com
www.yahoosearch.com
www.scribd.com

S.S.H.C. JAIN INSTITUTE OF MANAGEMENT &

RESEARCH
SAGAR (M.P.)
CUSTOMERS QUESTIONNAIR
1. Do you use any Dabur Product?

(Y/N)

2. Which brand of Dabur product do you use?

(a) Chyawanprash

(b) Hajmola

(c) Gloucose D

(d) Others
3. Which media most influence you to prefer a product?
(a) Advertising
(d) Magazine

(b) Television

(c) Newspaper

(e) other

4. How do you feel about the price of the Product?

(a) High

(b) Reasonable

(c) Low

5. Do you satisfy with the price of the product?

(Y/N)

6. Which factor considers when you buy the product?

(a) Quality

(b) Quantity

(c) Brand Image

(d) Price
7. How do you rate the product?
(a) Excellent

(b) Good

8. Do you satisfy with the product?

9. Any Suggestion

(c) Average

----------------------------------------------------------------------------------------------------Date

Signature
Thanks for your Co-operation & Valuable Time

S.S.H.C. JAIN INSTITUTE OF MANAGEMENT &

RESEARCH
SAGAR (M.P.)
DEALERS QUESTIONNAIR
NAME:- ----------------------------------------------------- DATE -----------------------YEAR OF ESTABLISHMENT:
--------------------------------------------------------------1. Dealing with following company product?
Company ---------------------------------------------- year
----------------------------------------2. Average sales/month?
---------------------------------------------------------------------------3. How many orders do you order in a month ? --------------------------4. Who are the competitors of your product?
------------------------------------------------------------------------------------------------------------------------------------------------------------------5. Do you think that the company has a long standing image? Yes / No.
may be -----------------------------------------------------------------6. Reason you account for you sale?
a. Quality

b. Price.

C. Varieties Offered

d. Brand

Name
7. What promotional technique is being providing by company to you?
--------------------------------------------------------------------------------------------------------------

8. Are you satisfied with these techniques ? Yes / NO

------------------------------------------------------------------------------------------------------------------------------------------------------9. What extra facilities are provided by company to you?
a. cash discount b. Dealers discount

c. transportation d. others.

10. Which form of media had lot of impact on the customers?

--------------------------------------------------------------------------------------------------------------

Date:

Signature
Thanks for you co-operation & valuable time

FINDINGS
As various companies enter into market so it is
difficult to make availability of way brand.
Now a-days consumer loyalty has been decreased as
some Dabur product is having good quality but high
price or vice-versa. So it is difficult to find locating
among customers.

 Since there is no particular authorized dealer of some

particular brands so also creates problem.
They are unable to compete with there competitors.
There distributing chain is limited upto big cities.
They are not updating there customers completely
about there new products.

CERTIFICATE
DATE: __________

The project report titled PRODUCT PROFILE OF DABUR

INDIA LTD.

in Sagar City Prepared by VANDANA RAJE

(MBA 2nd Sem.), under the guidance and supervision of

Ms.

Deepti Shivdasan (Lecturer OF M.B.A. Deptt. S.S.H.C. JAIN

I.M.R.) for the partial fulfillment of the degree of Master of
Business Administration is satisfactory in respect of :-

Comments By
Deptt.

Supervisor

Head of

Examiner

1. Contents and presentation

of the subject matter
2. Language
3. Embodies the original work
of the candidate.
4. Submission within due date

Signature of Examiner

Signature of

Supervisor

Signature of H.O.D.

DECLARATION BY CANDIDATE

DATE: __________

I declare that the project report on PRODUCT PROFILE OF

DABUR INDIA LTD. in Sagar City is my own work, conduct under

the supervision of Ms. Deepti Shivdasan (Lecturer OF M.B.A. Deptt.

Of S.S.H.C. JAIN I.M.R.) Affiliated to Dr. Hari Singh Gour University,
Sagar .To the best of my knowledge the report does not contain any work
which has been submitted for the award of any degree, anywhere.

Signature of the Candidate

VANDANA RAJE
MBA 2nd Semester

ACKNOWLEDGEMENTS
I wish to express my deep sense of gratitude to all those who
generously helped in successful completion of this research work by
sharing their valuable time and knowledge. A great deal of
motivation, direction and hard work was require to complete the
report, but the precious guidance provided by my teachers made
this job enjoyable and a nice learning experience.

It is my proud privilege to express my deep sense regards to

the MR. AJAY DWIVEDI (ASSITT. PROF. Of S.S.H.C. JAIN IM.R.,
SAGAR) affiliated Dr. Hari Singh Gour University, Sagar for giving me
opportunity to prepare a project report on the PRODUCT PROFILE
OF DABUR INDIA LTD.

in Sagar City which I have done. I

express my deep sense of gratitude to MS. DEEPTI SHIVDASAN

(Lecturer OF M.B.A. Deptt. Of S.S.H.C. JAIN I.M.R, Sagar) for
her constant encouragement, guidance and her valuable suggestion
to under take this study.
I am also grateful to my faculty members Mr.Rajesh Gupta &
Miss. Garima Chouraisa & customers, friends and family members
for their outstanding support and guidance.

VANDANA RAJE
M. B. A. 2nd Sem.

PREFACE

The project report has an objective to get the MBA student familiar with
real life business situation and gives an opportunity to the student of
understand the theoretical concepts of marketing and finance in practical way.
In todays world Consumer is the King consumer test and preference
go alone way in the actual sales of the product. Every research work has to
deal with various people in concern organization and each of them have their
own opinion and thinking about various topics.
The main aim of the survey report was to determine the PRODUCT
PROFILE OF DABUR INDIA LTD. in Sagar City.
I

tried

my

best

to

express

the

report

through

satisfactional

representation, graphs, pie diagrams etc. and it helped me to enhance my

knowledge I am extremely happy to place before our esteemed teachers. The
report of the survey carried in the city of Sagar on Customer Satisfaction of
Dabur Products.