What is the model about?
• This tool was created by Harvard Business
School professor. Michael Porter.
• To analyze the attractiveness and likely-
profitability of an industry/company.
• By studying the structure of the model and
dynamics between these forces, a company
can discover opportunities for improving upon
•Tasty Digestive Tablets
•Launched in 1978
•Chatpata Flavour that stimulates digestion
•Mix of Indian herbs and spices
•Can be taken at anytime of the day
•Has health benefits such as increasing
COMPETITION WITHIN THE INDUSTRY
In the industry of digestive tablets, Dabur
Hajmola faces competition from Satmola, Aam
Pachak, Churan, Anardana, etc
However, we find Dabur Hajmola is always
preferred when it comes to brand preference.
Customers prefer a packed container of Hajmola
than Churan sold openly on roadside.
Swad had been there in the market before
Hajmola entered. However, Hajmola seized the
Companies like Himalaya Drugs, S.S.G Pharma,
Ajit Ayurvedic and Anil Industries had entered
the digestive tablet market with products
much after Hajmola came into the market.
Entry barrier is high. So competition is low.
Dabur Hajmola did not have to worry about
It is still the market leader.
THREAT FROM SUBSTITUTES
Substitutes of digestive Hajmola are many in the
market, in the form of antacid tablets, ENO salt ,jal
jeera or even a Thums Up for that matter.
ENO comes in inexpensive sachets and many
customers prefer washing down heavy food with a
glass of cold drinks.
Even though Hajmola doesn’t face stiff competition
within the industry, it must concentrate on its
BARGAINING POWER OF BUYERS
Customers mainly bargain for price considering
the quality, quantity, brand and availability of the
Since , Dabur Hajmola has many substitutes, it
becomes very important to retain customer base.
Hajmola, earlier available only in Re.1 pouches
having 6 tablets now come in Rs.20 containers for
each flavour, its consumption spread over a
The Hajmola candy is also very popular.
Hajmola also came up with different
flavours the current being pudina, along
with kachcha aam, imli.
Other than the chatpata flavours of the
Candy, it has also introduced the
Hajmola MintMasti which has the mint
The likes of Amitabh Bachhan and Ajay
Devgan are engaged to advertise and
build brand image.
BARGAINING POWER OF SUPPLIERS
Raw materials mainly used to make Hajmola
are the different Indian spices and herbs.
These find uses in the making of other food
also. They are the essentials of cooking and
hence , have mass demand.
In such a case, bargaining power of the
suppliers of such herbs and spices is high.
The suppliers of containers also have a strong
Porter’s five forces model has helped us to analyze
Dabur Hajmola’s position in the digestive tablet
market. It has been able to capture the market and has
been successful in retaining strong customer base. This
model also helps to make a SWOT analysis of the brand
and hence work out the brand positioning of Hajmola.
Hajmola, one of the strongest brands in Dabur’s
portfolio. The brand has extended itself to candy and
other forms of digestives as well. Apart from a new
price point, a new format like candy (has) brought new
consumers, mostly kids, into the brand fold.