With its long presence of over 100 years, Dabur has successfully established its brand name in the Indian market for ayurveda-based healthcare and personal care products. Dabur is present in three major segmentspersonal and healthcare products, pharmaceuticals and ayurvedic products. In order to maintain growth and to improve transparency, Dabur has restructured itself and inducted professionals into the upper echelons of management.
Dabur
manufactures over 450 products, covering a wide range in
health and personal care. Dabur India has 10
manufacturing locationsseven in India and one each in
Nepal, Egypt and UK. By restructuring its sales force to
a zonal structure for better penetration, Dabur India
now has a strong distribution network comprising of 1.5
million retail outlets, 47 C&F locations and 5,000
distributors. It has five subsidiary companiesDabur
Foods, Dabur Nepal, Dabur Oncology, Dabur Pharma and
Dabur Egypt.
Gearing
towards a new system where direct involvement of the
family is limited, the Burmans have formulated a Family
Council which acts as an interface between the family
and the Board and management of Dabur. The family
members' involvement has come in for a qualitative shift
with fresh members being encouraged to develop their own
ventures. These proposed ventures, presented to the
Family Council for approval and funding, present fresh
avenues for new talent to bear fruit.
Dabur
has, over the past couple of years, completed a
significant strategic restructuring exercise. The
company exited from non-core businesses such as
merchandise exports and certain food products
(confectionery, biscuits). Dabur has hived off its other
food products (Real fruit juice and Homemade culinary
pastes), into a 100% subsidiary, Dabur Foods Ltd.
Simultaneously, the company had been pruning its low
contribution brands and refocussing on its key brands in
family and healthcare products.
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