OMPANY PROFILE

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 .

PRODUCT PROFILE
Products & Services
Product name

Uni
t

% of cap.
utilizatio
n
0

Installed
productio
n capacity
0

Productio
n

Sales
(qty)

NA

%of
stoc
k
27.1

Others

Sales /unit

3097
7
2740
5

Sales
(Rs.
Cr.)
891.9
1
651.0
3
462.6
0

Hair oils

KL

19.8

100

1,08,419

31075

Tooth
paste&powder
s
Food drinks

MT

14.0

100

52,882

28276

KL

8.1

4380

266.1

60757.50

210165.61
168801.31

traded
Chawanprash

MT

8.0

100

59,927

17804

Other traded

NA

5.6

2
1728
8
0

Honey

MT

4.6

100

9,341

6479

6335

Food drinks

KL

3.9

100

35700

22407

Hajmola

MT

3.7

100

12.239

5496

2280
7
5365

Ashva arshita
Tooth powder
ayurvedic
traded
Hajmola
traded
Vegetables
pastes
Vegetables
paste traded
Hair oils
traded
Hair oil traded
vatika
Vatika hair oils

KL
MT

2.2
1.4

100
0

11403
0

8100
0

7880
2438

3
263.7
9
183.1
3
150.7
2
127.6
7
122.7
1
71.38
44.83

MT

1.1

0.0

2525

35.73

141504.95

MT

0.4

100

4800

1258

1347

14.45

107275.43

MT

0.2

870

5.08

58390.8

KL

0.1

197

4.2

213197.97

KL

KL

152585.61
237916.34
55978.43
228723.21
90583.76
183880.23

Products

% SHARE IN DABUR REVENUES

(Consumer Care Division)

Rural marketing strategies of dabur

Rural & semi-urban India contributes to about half of the business for CCD and is also
the largest source of growth. The recent years have seen a steady growth in income in
rural India. Thanks to the spurt in commodity prices and the employment generation
schemes and fiscal sops announced by the government, the rural consumers today have
more money in their pockets. During the course of the year, Dabur initiated a detailed
study to understand the rural landscape and identify emerging pockets of higher growth.
Comprehensive benchmarking was done on rural coverage across 8 key states Uttar
Pradesh, Uttaranchal, Rajasthan, Bihar, West Bengal, Maharashtra, Madhya Pradesh and
Chhattisgarh. Markets were mapped integrating road networks and economic data to
identify potential for coverage. The plan is to extend rural distribution reach by
penetrating to villages with population of ~3000 in these states.
The strategy is to improve distribution reach, customize trade promotions and provide
focused servicing through a dedicated sales team exclusive to these markets. Field
resources are significantly increased in high potential districts of these states to increase
contact frequencies and improve coverage.
Dabur India Ltd, an Indian FMCG major with a portfolio of well-established brands, has
inked an agreement to partner Indian Oil Corporation (IOC), Indias largest commercial
enterprise, in servicing the growing rural market demand for consumer goods through
IOCs chain of Kisan Seva Kendra (KSS). Under the agreement, IOCs over 1,600 Kisan
Seva Kendras across the country would stock and sell Daburs range of healthcare, oral
care, personal wash, skin care and home care products.
The agreement is initially for a period of five years. IOCs Kisan Seva Kendra is a chain of
one-stop rural retail outlets that offer fuel and other non-fuel value-added services like

seeds, pesticides, fertilizers, grocery, personal care, tools, auto spares etc, in the rural
markets. Dabur will offer its range of consumer goods
Dabur already has a strong rural footprint with a pan-India network of over 2,200 stockists
and super-stockists. The agreement with IOC will help Dabur expand its rural footprint and
better reach out to rural consumers, said Dabur India Ltd Vice President-Sales (Consumer
Care Division), Mr. George Angelo.
The format of IOCs Kisan Seva Kendras offers an excellent platform to Dabur for rural
market activation with its range of products in the health care, oral care, digestives,
personal wash, baby care, skin care & home care segments. IOC was looking at widening
the product portfolio being offered at its Kisan Seva Kendras to include FMCG (fast
moving consumer good) items and reach out to rural women. We felt it was a good
opportunity to further penetrate the rural market. Since both Dabur and IOC are wellknown names for the rural populace, I am confident that the availability of both brands
under one roof would spur sales, Mr. Angelo added.
Target Segment:
Rural sales accounts for 50 per cent of Dabur's turnover and hence this push into Rural
heartland, with these activities Dabur seems to be targeting young ambitious youth in rural
India. Dabur's strength has always been in North India and it is aiming to build upon its
strengths by focusing on these core 5 North Indian states with huge populations and some
amount of purchasing power
Activities:
Dabur is planning to tap the existing users of loose mustard oil, around 80 per cent of
whom reside in rural India, and convert them into loyal customers of its brand. In order to
reach out to them Dabur Amla has launched "Banke Dikhao Rani Pratiyogita" in Rural

India which is a rural beauty and talent show. This will be spread across 5 states UP,
Punjab, Bihar, Rajasthan and MP spread across 1000 cities.
Dabur is also launching a singing and talent hunt contest "Dabur Vatika Koyal Punjab Di"
to mark the launch of its range of natural conditioners, including the Vatika conditioners
and a college beauty contest 'Dabur Gulabari Miss fresh face of UP'.
Dabur Janam Ghunti: - To market baby stripe water, Dabur Janam Ghunti, Dabur India
profiled rural consumers at Haats & Malas. The exercise helped the company debunk the
myth that the rural consumer will opt for tried & tested home recipes when it comes to
baby care products. In addition, It was discovered that while it is the housewife who
decides on product category, the man does the brand selection & purchase. These insights
helped Dabur India to redesign its communication strategy.
Branding: - rural buyers seek value. They are equally conscious of loosing face in public.
The Izzat notion is very important for them. Therefore rural audience is more cautious
while purchasing a product that will be seen by others. Thus they like to stick with
products & brands that have higher social acceptance.
Packaging: - The decision on packaging is influenced by characteristics of consumers, i.e.
affordability, cultural preferences, usage conditions & ability to read. smaller packs
provide the weaker sections with an opportunity to purchase same minimum quantity of
product by paying a lesser amount of money. It helps in reaching those customers. Who
dont have any savings but earns daily basis to meet their daily requirement.
Colgate first made sachets of toothpowder, as required by the income stream. Since many
households in rural areas dont have proper bathrooms & only have a window or a small
space to keep such things- Colgate put a cap on the sachet for convenience of storage.
Being illiterate rural population recognize its product by its packaging by watching on
television.
7

SKU: - Organization should maintain a smaller number of stock keeping units (SKU) for
the rural market. As the rural retailer has a limited working capital, he might not be in
position to stock all the SKUs in a particular product category. Deciding upon the optimum
number of SKU is critical for achieving success in the rural markets. Reusable packages &
small unit packages stand a good chance of acceptance in the rural market.
In case of mass media when it comes to rural market, two out of five Indians are not
reached by any media. TV, Press, Radio & Cinema put together. Doordarshan (DD) telecast
network covers at least two third of entire country with coming of the DTH network
facility, the rural rich can be targeted in a better way by television.
Radio continues to be the primary source for entertainment in rural market. News
programmed is widely listened to in rural areas. A radio can be played on without
electricity, on batteries; it is a very effective medium in the rural areas. FM radio continues
reach villages, towns, semi-urban areas surrounding cities, metro cities. The relevance of
the print media for rural communication needs careful examination. The literacy level is
low in rural areas as compared to urban areas. The Press advertisements can target opinion
leaders who can carry forward the message to the masses. Almost three fourths of the rural
adult population view cinema in the southern region, which also accounts for nearly half of
the cinema viewers in the country. So it can be very effective media to promote products &
services in the rural areas of the southern states.

DATA ANALYSIS AND INTERPRETATION

OCCUPATION OF THE RESPONDENTS
Factors
Farmers
Housewives
Totals

No of Respondents
88
37
125

Percentage
70%
30%
100%

INFERENCE:

It is identified from the above table infers that 70% of the respondents belong to the
farmers category and 30% of the respondents belong to housewives Category.

It is concluded from the above analysis, the maximum(70%) of the

respondents who prefer to the DABUR PRODUCTS, are belong to farmers
Category.

COMPETITOR PRODUCTS RURAL CUSTOMER USED

Factors
DABUR
HUL
ITC
TOTAL

No of Respondents
58
36
31
125

Percentage
46%
29%
25%
100%

INFERENCE:

It is identified from the above table infers that 46% of the respondents belong to the
DABUR customers, 29% from HUL and 25% are belongs to ITC Company.

It is concluded from the above analysis, the maximum(46) of the respondents

are the consumer belong to DABUR products.

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SATISFACTION BASED ON THE FACTOR PRICE & QUALITY

Factors
Price
Quality
Total

No of Respondents
37
88
125

Percentage
30%
70%
100

INFERENCE:

It is identified from the above table infers that 30% of the respondents were
respond that price is a factor for their satisfaction and, 70% respondents were
respond that Quality is a factor for their products.

It is concluded from the above analysis, the maximum(70%) of the

respondents are responds that Quality is a major factor for their satisfaction.

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rice

Quality
Performance
Brand name
Utility

10. Do u specify reason for the Dissatisfaction over Dabur products in rural areas of Haryana?

Poor quality
High price
No awareness and quality
Causing Side effects
Not available in retail outlets

11. Do you give any suggestions to improve the product better in rural areas?

12