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BY 
SUBIN.kANNAN
Dr.S.K Burman 
Founder of Dabur 
(1884)
The story of Dabur began with a small, but 
visionary endeavor by Dr.SK Burman, a physician 
tucked away in Bengal. 
His mission was to provide effective and 
affortable cure for ordinary people in far-flung 
villages 
He 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 the effective cures,and 
this is how his venture Dabur got its name- 
Derived from the Devanagri rendition of Daktar 
Burman.
About Dabur 
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. 
Beginnings in 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 130 years, they 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
1884 - Established by Dr. S K Burman at 
Kolkata
WALKING DOWN THE MEMORY LINE
CURRENT POSITION
 2002-2003-increased from 95.53-113.44crore,An increase of 
18% 
 2003-2004-10% reduction in total expenditure by purchasing 
row material by e-sourcing and by reduce its stock end 
 Enter into 10 year IT outsourcing cum-consulting contract with 
Accenture
 Their advertisement campaign had helped them a lot 
 Reduced interest outgo-managed to get lowcost debt rather 
than high cost debt 
 Total debt was reduced to rs39.80 crore from 81.70crore 
 Dabur already entered the global market as a part of business 
strategy
 Acquired Redrock a UAE-based company and renamed it as 
Dabur international 
 Joint venture in pakisthan 
 Manufacturing unit in nigeria 
 Company internal business include export india contribute 
9.6% of the total sales 
 Dabur fmcg product is expected to increase demand
 Name of former executive director, Pradip Burman was listed 
in the list of black money account holders on 27 October 2014 
when BJP government revealed the names. Dabur rejected the 
black money charge
Conclusion 
 MARGINALLY INCREASE IN PROFIT DOMESTIC AND GLOBALLY 
 GOING GLOBAL AS THEIR MARKETING STRATEGY
 Avoid nigeria market 
 Increase domestic activities 
 Going global after proper research and development
1>>Problems in Nigeria 
 61% NIGERIAN POPULATION ARE IN POVERTY 
 STRONG COMPETITION FROM UNILEVER AND P&G 
 SMALL PLAYERS AND IMPORTS HAVE 50% MARKETSHARE 
 NIGERIAN FOCUS PRODUCTS AND NOT CONGRUENT WITH 
DABUR
Sales in International Markets
Concentration 
• Can concentrate 
more in domestic 
and developing 
countries 
• Chances of 
increase in profits 
Concern 
• Increase in 
expenditure 
• Chances of Loosing 
goodwill
2>>Increasing Domestic Activity 
 Relatively low risk but high profit potential 
 Chances of raising indian CPG market in mere future 
 Well established branding and distribution 
As per current data-1.5 millon retail outlet 
5000 distributors
Awards and Achievements- 
 1. Dabur ranked 182 in the ET-500 list Of India Inc's Heroes 
 
 2. Dabur ranked 7th Most Respected Company in the Fast Moving Consumer Goods space in India 
 
 3. Dabur ranked among Top 10 Best Companies to Work For in the Consumer Goods and Durables 
sector 
 
 4. Dabur ranked 45 among Most Trusted Brands In India, according to Brand Trust Report, India 
Study, 2011 
 5. The Burman family, promoters of Dabur, ranked 20th in Forbes' 'The 100 Richest Indians' list 
 
 
 6. Dabur listed among the enterprises that are 
 'Doing India Proud' in Limca Book of Records 
 2010 
 
 7. Dabur ranked 200 in the Fortune India 500 list 
 That ranks India's 500 largest corporations 
 
 8. Dabur India Ltd ranked as India's Most Customer Responsive FMCG Company
consideration 
• To increase the depth and 
width rural distribution 
• Develop products for young 
dynamic markets 
• Traditional Medicine 
• Can introduce soap 
products eg:baby soap 
• Conduct further market 
research 
• Participate in more social 
service 
• Creative adds 
concern 
• Ability to with stand 
competitors 
• Expensive 
• Not able to add new 
product line
3>>Going global 
 Concetrate more in Dubai 
Similar customers to india 
Distribute through local distributors 
 Egypt 
Hair oil as there focus products 
long term oriented projects 
 Dabur should understand each countries culture and 
concentrate on a paricular area
consideration 
• Marketing 
capabilities 
• Chances of 
expansion 
concern 
• Competition 
• Environmental 
factor 
• Liability of 
infrastructure 
• Risk factor
2>>Concentrate in Domestic Market 
 Dabur has a well established brand name and trust to the product which would ease 
them to regain their market share. 
 Expansion of dabur products to rural areas leds the growth to higher trajectory 
 R & D works on dabur with different product line can be a success in india market 
 Manufacturing units in southern region can also increase the popularity
 It was really a very great experience to study this FMCG Company “Dabur India 
Limited”. 
 Through its comprehensive range of products it touches the lives of all consumers, 
in all age groups, across all social boundaries. And this legacy has helped them 
develop a bond of trust with our consumers. That guarantees us the best in all 
products carrying the Dabur name. Dabur has Strong distribution network. Dabur is 
the Fourth largest FMCG Company of India. Dabur is one of the most trusted 
brand.
Dabur India a Case Study 2014
Dabur India a Case Study 2014
Dabur India a Case Study 2014

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Dabur India a Case Study 2014

  • 2. Dr.S.K Burman Founder of Dabur (1884)
  • 3. The story of Dabur began with a small, but visionary endeavor by Dr.SK Burman, a physician tucked away in Bengal. His mission was to provide effective and affortable cure for ordinary people in far-flung villages He 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 the effective cures,and this is how his venture Dabur got its name- Derived from the Devanagri rendition of Daktar Burman.
  • 4.
  • 5. About Dabur 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. Beginnings in 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 130 years, they 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
  • 6. 1884 - Established by Dr. S K Burman at Kolkata
  • 7. WALKING DOWN THE MEMORY LINE
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 17.  2002-2003-increased from 95.53-113.44crore,An increase of 18%  2003-2004-10% reduction in total expenditure by purchasing row material by e-sourcing and by reduce its stock end  Enter into 10 year IT outsourcing cum-consulting contract with Accenture
  • 18.  Their advertisement campaign had helped them a lot  Reduced interest outgo-managed to get lowcost debt rather than high cost debt  Total debt was reduced to rs39.80 crore from 81.70crore  Dabur already entered the global market as a part of business strategy
  • 19.  Acquired Redrock a UAE-based company and renamed it as Dabur international  Joint venture in pakisthan  Manufacturing unit in nigeria  Company internal business include export india contribute 9.6% of the total sales  Dabur fmcg product is expected to increase demand
  • 20.  Name of former executive director, Pradip Burman was listed in the list of black money account holders on 27 October 2014 when BJP government revealed the names. Dabur rejected the black money charge
  • 21. Conclusion  MARGINALLY INCREASE IN PROFIT DOMESTIC AND GLOBALLY  GOING GLOBAL AS THEIR MARKETING STRATEGY
  • 22.
  • 23.
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  • 26.
  • 27.  Avoid nigeria market  Increase domestic activities  Going global after proper research and development
  • 28. 1>>Problems in Nigeria  61% NIGERIAN POPULATION ARE IN POVERTY  STRONG COMPETITION FROM UNILEVER AND P&G  SMALL PLAYERS AND IMPORTS HAVE 50% MARKETSHARE  NIGERIAN FOCUS PRODUCTS AND NOT CONGRUENT WITH DABUR
  • 30.
  • 31. Concentration • Can concentrate more in domestic and developing countries • Chances of increase in profits Concern • Increase in expenditure • Chances of Loosing goodwill
  • 32. 2>>Increasing Domestic Activity  Relatively low risk but high profit potential  Chances of raising indian CPG market in mere future  Well established branding and distribution As per current data-1.5 millon retail outlet 5000 distributors
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  • 35. Awards and Achievements-  1. Dabur ranked 182 in the ET-500 list Of India Inc's Heroes   2. Dabur ranked 7th Most Respected Company in the Fast Moving Consumer Goods space in India   3. Dabur ranked among Top 10 Best Companies to Work For in the Consumer Goods and Durables sector   4. Dabur ranked 45 among Most Trusted Brands In India, according to Brand Trust Report, India Study, 2011  5. The Burman family, promoters of Dabur, ranked 20th in Forbes' 'The 100 Richest Indians' list    6. Dabur listed among the enterprises that are  'Doing India Proud' in Limca Book of Records  2010   7. Dabur ranked 200 in the Fortune India 500 list  That ranks India's 500 largest corporations   8. Dabur India Ltd ranked as India's Most Customer Responsive FMCG Company
  • 36. consideration • To increase the depth and width rural distribution • Develop products for young dynamic markets • Traditional Medicine • Can introduce soap products eg:baby soap • Conduct further market research • Participate in more social service • Creative adds concern • Ability to with stand competitors • Expensive • Not able to add new product line
  • 37. 3>>Going global  Concetrate more in Dubai Similar customers to india Distribute through local distributors  Egypt Hair oil as there focus products long term oriented projects  Dabur should understand each countries culture and concentrate on a paricular area
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  • 40. consideration • Marketing capabilities • Chances of expansion concern • Competition • Environmental factor • Liability of infrastructure • Risk factor
  • 41. 2>>Concentrate in Domestic Market  Dabur has a well established brand name and trust to the product which would ease them to regain their market share.  Expansion of dabur products to rural areas leds the growth to higher trajectory  R & D works on dabur with different product line can be a success in india market  Manufacturing units in southern region can also increase the popularity
  • 42.  It was really a very great experience to study this FMCG Company “Dabur India Limited”.  Through its comprehensive range of products it touches the lives of all consumers, in all age groups, across all social boundaries. And this legacy has helped them develop a bond of trust with our consumers. That guarantees us the best in all products carrying the Dabur name. Dabur has Strong distribution network. Dabur is the Fourth largest FMCG Company of India. Dabur is one of the most trusted brand.