DABUR

ABOUT THE COMPANY

Dabur India Ltd. is one of Indias leading FMCG Companies with Revenues of over Rs 7,680
Crore & Market Capitalisation of over Rs 48,800 Crore. Building on a legacy of quality and
experience of over 133 years, Dabur is today Indias most trusted name and the worlds largest
Ayurvedic and Natural Health Care Company.

The 132-year-old ayurvedic company, promoted by the Burman family, started operating in 1884
as an Ayurvedic medicine 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.

Dabur the leading personal and healthcare company among the four FMCG giants in India is
managing the Oldest Supply Chain in India. Dabur is over 125 years old and deals with the
diversified product range in Natural and Herbal which leads to the EBITDA quarter growth of
27.8% and consolidated Q1 net Profit up 19.6% at `127.74 Cr with Revenue surges 31.6%
to `1216.24 Cr, for the Q1 2011-12. Building on a legacy of Quality and Experience, Dabur is at
present Indias trusted name and worlds largest Ayurvedic and Natural Helath Care Company
having distinct brand identities such as Dabur master brand for the natural health care product,
Vatika for premium personal care, Hajmola for digestives, Real for fruit juices and beverages &
Fem for fairness bleaches and skin care products.
DABUR BUSINESS STRUCTURE

SALES BY VERTICAL

SALES IN INTERNATIONAL MARKET

BUSINESS STRATEGY

HEALTHCARE

Leadership in Ayurveda scientific evidence and research

Doctor advocacy through medico marketing channel

HOME AND PERSONAL CARE

Ayurveda/herbal focus

Strong innovation agenda

FOODS

Focus a healthy range of products

Maintaining a leadership in fruit and nectar category

Capitalize on herbal wave trend.

Leveraging on digital platform to enhance the customer awareness and brand visibility

Optimizing the advertising spends and capture better efficiency.

KEY MANUFACTURING FACILITIES

There 12 manufacturing units in India

Baddi, Himachal Pradesh

 Pantnagar, Uttaranchal
Sahibabad,Uttar Pradesh
Jammu, J&K
Silvasa,Dadra & NagarHaveli
Alwar, Rajasthan
Katni,Madhya Pradesh
Narendrapur,West Bengal
Pithampur,Madhya Pradesh
Newai,Rajasthan
Nasik,Maharashtra

Seven international manufacturing locations

UAE
Egypt
Nigeria
Turkey
Sri lanka
Bangladesh
Nepal

DISTRIBUTION NETWORK OF DABUR

Dabur commissioned a new manufacturing facility in Tezpur, Assam in March 2017. Set

up with an investment of Rs 250 Crore, the Tezpur factory is the largest production facility

for Dabur across the globe

Entire range of Dabur's Ayurvedic Medicines, Health Supplements, Hair Oils, Shampoos,

Toothpastes, Skin Care and Home Care products will be manufactured in this plant

Spread over 30 acres of land, this factory features fully automated processing lines and

Automated packing lines to optimize supply chain and quality management with special
Focus on environment and sustainability. Dabur has improved distribution system through its
unique Retails Excellence program, DARE (Driving Achievement of Retail Excellence). the
Program covers a major objective as a channel focus, activating key customer, improving rural
focus, rewarding distribution efficiency, maximizing brand impact and building information
capabilities Dabur has used Direct Shipment Strategy which is been implemented in order to
bypass a warehouses and distribution centers. Thus Dabur delivers products directly to the
retailers and consumer through the Institutions & Modern Trade System. Advantages of
implementing strategy are

The retailer avoids the expense of operating a distribution center

Reducing lead time

After Project Double, which increased its rural penetration by 2.5 times over the past two years,
Dabur India has launched a new initiative called Project Core to expand its distribution
footprint in the chemist channel.
The fast-moving consumer goods company expects to increase its chemist coverage from 55,000
to 75,000 in the phase I, with an investment of 15 crore, and then to 125,000 chemists over the
next few years.

Dabur is targeting 30-35 per cent growth from the chemist channel, and plans to drive categories
such as over the counter (OTC) healthcare, health supplements and select personal care products
via this medium. At a recent conference call, officials said the new focus would be on growing
the high margin, healthcare portfolio, which accounted for 36 per cent of the company's net sales
for the first nine months. The company has begun a direct outreach programme dedicated to
servicing chemists.

It has also launched new products such as Dabur Ratnaprash, a health supplement, and Pudin
Hara Lemon Fizz, an OTC acidity reliever.

Overall efficient tactics in the supply chain has made Dabur to succeed and sustain in the supply
chain network and has increased the entry barriers in the FMCG industry. Thus, Dabur having
strong distribution network will have to cope up when organized distribution network plays a
major role.