Professional Documents
Culture Documents
Dabur
Submitted to :-
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VAIBHAV
SHRIVASTAV (113)
Content
1. Acknowledgement 3.
3. About DABUR 5.
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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.”
No work can be carried out without the help and guidance of various persons. We
are happy to take this opportunity to express my gratitude to those who have been
helpful to us in completing this project report. They have been the source of guide
and motivation for the completion of the project.
We would like to thank our faculty guide Prof. U.C.MATHUR without whom
this project would not be possible.
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- Swami Vivekananda
India is one of the largest emerging markets, with a population of over one 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. Around 70 per cent of the total households in
India (188 million) reside in the rural areas. The total number of rural households is
expected to rise from 135 million in 2001-02 to 153 million in 2009-10. This presents the
largest potential market in the world. The annual size of the rural FMCG market was
estimated at around US$ 10.5 billion in 2001-02. With growing incomes at both the rural
and the urban level, the market potential expected to expand further.
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 the large population base is another factor that makes
India one of the largest FMCG markets.
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ABOUT DABUR:-
In its 125 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 India’s top brands. 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 19 th
century where it all started in Bengal by a visionary by name Dr. S.K Burman, a
physician by profession. His mission was to provide effective and affordable cure
for ordinary people in far-flung villages. With missionary zeal and fervor, Dr.
Burman undertook the task of preparing natural cures for the killer diseases of
those days, like cholera, malaria and plague. Soon the news of his medicines
travelled, and he came to be known as the trusted 'Daktar' or Doctor who came
up with effective cures. And that is how his venture Dabur got its name - derived
from the Devanagri rendition of Daktar Burman. The name is formed by joining
the first half of Daktar and Burman.
Some milestones:-
Set up in 1884 to produce and dispense ayurvedic medicines to a wide
mass of people who had no access to proper treatment.
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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)
1986 – Public Limited Company (Dabur India ltd. came into being after
reverse merger with Vidogum limited)
1993 – Entered specialized health care area of cancer treatment with its
oncology formulation plant at H.P
1994 – Raised its first public issue, due to market confidence in the
company shares issued at a premium were oversubscribed 21 times.
1995 – Joint ventures with Osem of Israel for food and Bongrain of France
for cheese and other dairy products.
1997 – Dabur entered the nascent processed food market with the creation
of Food division / project stars, strive to achieve record successes.
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1998 – Professionals to manage the company to inculcate a spirit of
corporate governance and for the first time, a non-family member became
the CEO of Dabur.
2003 – Dabur demerges pharma business from the FMCG business into a
separate company so as to concentrate on both the business.
2005 – Acquired Balsara and entered the oral care and household
healthcare market in India.
2007 – Forayed into organised retail, H&B stores ltd. and also Dabur India
merged with Dabur foods.
Dabur At-a-Glance
Dabur India Limited has marked its presence with significant achievements
and today commands a market leadership status. Our story of success is
based on dedication to nature, corporate and process hygiene, dynamic
leadership and commitment to our partners and stakeholders. The results of
our policies and initiatives speak for themselves.
Leading consumer goods company in India with a turnover of Rs.
2834.11 Crore (FY09)
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Business Division (IBD)
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Products marketed in over 60 countries
Wide and deep market penetration with 50 C&F agents, more than
5000 distributors and over 2.8 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, Home Care & Foods
Master brands:
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Leader in herbal digestives with 90% market share
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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
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Growing at a CAGR of 33% in the last 6 years and
contributes to about 20% of total sales
Focus markets:
- Gulf countries
- Egypt
- Nigeria
- Bangladesh
- Nepal
- US
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“People are our most important asset. We add value through
result driven training, and we encourage & reward excellence.”
PRODUCT LINE:-
Foods--
· Real, Real Active , Homemade· Lemoneez Capsico
Baby Care--
· Dabur Lal Tail, Dabur Baby Olive Oil, Dabur Janma Ghunti
Health Supplements--
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· Dabur Chyawanprash, Dabur Glucose D
Digestives--
· Hajmola Candy Fun, Pudin Hara (Liquid and Pearls), Pudin Hara G, Dabur Hingoli
Natural Cures--
· Shilajit Gold, Sat Isabgol, Shilajit, Ring Ring, Itch Care, Backaid, Shankha Pushpi
,Dabur Balm,Sarbyna Strong
Personal Care --
Hair Care Oil , Amla Hair Oil, Amla Lite Hair Oil,Vatika Hair Oil, Anmol Sarson Amla
Oral Care--
· Dabur Red Gel ,Dabur Red Toothpaste,· Babool Toothpaste, Dabur Lal Dant
Manjan, Dabur Binaca Toothbrush
Skin Care--
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Our initiatives towards this end include:
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"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.
The company had adopted a combination of the organic and inorganic routes in
fuelling its growth. Organically, the company started serving the southern region of the
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country in 2002, which was neglected earlier, to increase its sales. Further, it enhanced
its product portfolio in the various product categories. For instance, Homemade
cooking pastes like ginger, garlic, tomato puree, etc. were added to the food business.
On the inorganic growth front, the company acquired the Balsara group of companies
in 2005. This acquisition gave Dabur new brands in toothpaste (Promise, Babool, and
Meswak), mosquito repellants (Odomos), toilet cleaners (Sani Fresh), and air freshners
(Odonil). 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.
Dabur‘s ''Vision 2010'', which it had unveiled way back in 2006, was to double its
turnover by FY 2009-10. The company is clearly targeting growth at a breakneck
pace.
References:---
Marketing Management:Twelfh Edition – Philip Kotler & Kevin Lane Keller
www.dabur.com
www.superbrandsindia.com
www.brandchannel.com
www.4psbusinessandmarketing.com
www.scribd.com
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