Dabur India Ltd

AHAAN PANDIT (1527003)

CHAITHRA (1527039)
JAFFREY DANIEL (1527009)
NAMRATA NANDI (1527044)
MAINAK DEB (1527015)
-PRANATI SUDHA MISRA (1527049)
RAGHAV MEHTA (1527021)

INTRODUCTION

One of Indias leading FMCG Companies

Revenues of over Rs 3416 Crore & Market Capitalization
of over Rs 16,000 crore
Experience of over 125 years, established in 1884
Worlds largest Ayurvedic and Natural Health Care
Company.
Portfolio of over 250 Herbal/Ayurvedic products.

VISION AND STRATEGIC

INTENT
VISION:
Health and well being of every household.

STRATEGIC INTENT:
Developing a platform to become a global Ayurvedic
leader
Synthesising knowledge of Ayurveda with modern
science to develop natural solutions for meeting
health and personal care needs
Providing superior value to shareholders than rivals

Product Platform Strategy

Food products : Real, Hommade brands
Personal Care : Vatika, Fem, Gulabari
brands
Home Care : Odonil, Odomos, Sani Fresh
Professional range : Oxylife, Fem Gold
facials
Health care: Hajmola, Chyawanprash,
Dabur Honey

Comparison with other

brands
Company

Competing brands

HUL

Shampoo- Sunsilk, Dove,

Tressemme
Hair Oil- Clinic Plus

P&G

Shampoo- Pantene, Loreal

Amway

Skincare- Artistry range of

products

Himalaya

Oral Care- Herbal Toothpaste

Health care Chyawanprakash
Hair Care- Himalaya Hair Oil

Johnson and Johnson

OTC Drugs- Painkillers- Tylenol

Skin Care- Neutrogena

Nestle

Food Products- Maggi Bhuna

Masala

Colgate Palmolive

Oral Care- Colgate toothpaste

Product Platform: Food

Products
Product Lines
Packaged Fruit Juices (Brand Dabur Real)
Readymade Cooking Pastes (Brand Hommade)
Today, people are on the move, there are more
nuclear families. They are more conscious
about their health and well being. This is a
perfect situation for the success of our
products. Amit Chauhan, Dabur Vice
Chairman

Product Line: Packaged Fruit Juices

(Real brand)

First Launched in 1997

Has 52% market followed by Pepsis Tropicana and
Coca Colas Minute Maid
Real voted as a Superbrand in 2006-07
Juice is a Rs 650 crore division for Dabur, second
only to Dabur Amla, which was launched 47 years
prior to Real

Business of Packaged Juices

Packaged fruit Juices, without any
synthetic ingredients like artificial
flavours
Indian Customers showing interest
due to doubts on carbonated drinks
and increased focus on healthy
lifestyle

Product Strategy Vision

To provide largest range of
refreshing, preservative free fruit
beverages for the health and well
being of every household

Variants (Segmentation)
Real Fruit juices- For the mother
and child (family)
Real Activ- No added sugar,
added vitamins- Targets health
conscious young adults
Real Burrst- Refreshment
category

Value Offered to Customer

Real juice- without any
preservatives, tasted just like eating
actual fruit
Health and Nutrition- full of
vitamins and minerals
Variety- with 14 variants of flavours
Hygiene over roadside juice sellers

Differentiation
Novelty in the concept of
Mixology- mixes of different fruits
(Eg Apple Carrot)
Promotes juices as a social drink
Customized drinks (Including the
Fruit + Vegetables concept)

Competitors

Tropicana from Pepsi

Minute Maid from Coca Cola
Appy from Parle
Safal from Mother Dairy

Product Line: Readymade Cooking

Pastes (Brand Hommade)

Culinary range including Cooking Pastes, Tomato Puree

and Coconut Milk
Launched in 1996- One of the first brands to introduce
cooking pastes in India
Market Share- 60% (20 crore)- The rest are regional
brands, Dabur is the only big national player
Caters to regional markets- Positions Coconut milk and
tamarind paste for the south, Ginger and garlic pastes are
for the north, Tomato puree for northern and western

Business of Cooking Pastes

Comes under Ready to Cook industry- processed food
which requires very less additional effort for cooking
Cooking paste market estimated at Rs 55-70 crore, growing
at 30%
Operates in the realm of negative labour - The domestic
help or other additional help that does not affect the final
dish, includes grinding, crushing ginger, garlic or chopping
vegetables.
Adding masala (salt, pepper, turmeric) and the proportion
of the masala is positive labour, because it is the masala
that finally gives the taste to the dish
Indian housewife is reluctant to replace the positive labourbecause that is what earns appreciation from the family
Ginger Garlic paste dominates segment

Products
a) Cooking PastesValue offered: Experience of the same strong distinctive flavour
and aroma of freshly ground ginger, garlic and tamarind.

b) Bhuna Masala (Ready mix of fried onion, tomato, ginger and

garlic)
Value offered: To Eliminate the hassle of cooking and reduce
cooking time
c) Hommade Lemoneez (lime juice to be added to dishes)
Value offered: To reduce hassle of buying, cutting, squeezing
lemons to get the right quantity

d) Coconut Milk (Extract of coconuts)

Value offered: To reduce the hassle of making coconut extract at
home

Value offered to Customers

Convenience- Targeted for working
women and housewives who would
like to increase productive time
Provides Taste enhancement and
freshness
Differentiation: To retain
traditional Indian tastes of ground
and mixed spices (Authentic flavour)
using traditional Silvatta

Competitors
Existing Competitors
Capital Foods Ltd- Smith and Jones
cooking paste in the premium
segment, Raji in the middle price
segment
Nestle: Maggi Bhuna Masala
Regional players such as Aachis
Foods

Product Platform: Personal

Care
Tagline for personal care: For beautiful
you
Product Lines: Hair care, Oral Care, Skin
Care
Product Strategy vision :
Hair care : For hair that shines with wealth
Oral Care: Oral care, the natural way
Skin Care: For smooth, glowing skin

Hair Care
2 brands
Dabur for Ayurvedic
products
Vatika for premium
Haircare products
Hair Oil and Shampoo

Dabur Amla- Flagship

Product
Largest Hair oil brand in the country
(24 % market share)
Value offered to customer
Provides shine and softness and
makes hair healthy from inside
Contains trusted natural ingredients
like Amla

Competitors of Dabur Amla

1.Maricos Shanti Amla
2.Bajaj Brahmi Amla
3.Emami Plus Hair Oil

Vatika Hair Oil

Targets the high income urban
market
Product targeted towards the young,
contemporary, educated, confident ,
multi-faceted woman positioned as
the Vatika woman

Value offered to customer

Total hair care- A single pack
combining benefits of many natural
products
Natural offering Provides natural
ingredients

Competitors of Vatika Hair

Oil
1. Bajaj almond hair oil
2. Maricos Parachute
3. Clinic Plus

Shampoos
Vatika brand- targets the premium
segment

Competitors of Vatika
shampoo
HUL (Sunsilk, Dove, Clinic plus,
Tresemme)
P&G (Pantene, Loreal)

Oral Care
Oral Care, The Natural way
Products
Dabur meswak- Targeted at premium
segment
Dabur babool- Targeted at economy segment
Dabur red- for Upgrading people from tooth
powder to paste
Promise
Lal dantmanjan- for rural market where
people prefer powder

Differentiation
A product containing Indian
ingredients providing complete
protection from oral problems
Made from the rare herb of the
famous Toothbrush Tree
Does not contain any harsh
chemicals

New Product Development

Oral Care: Mouth wash for the
urban segment (more convenient)

Competitors in Oral Care

Vicco Vajradanti
Himalaya Herbal Toothpaste
Herbodent

Skin Care
Brands- Gulabari (Rose water), Fem
Bleaches
and Uveda range
UVeda range- Provides alternate way
of beauty for the modern woman

New Product Development

Skin Care rage for males
New skin care line with products like
cleansing lotion, anti-aging

Product Platform: Health

Care
Product Lines: Digestives, Supplements and OTC
Products (Over the Counter)
Dabur Chyawanprash and Hajmola both gives revenue of
Rs.100 crores each.
Dabur Chyawanprash is the leader with 65% share.
Daburs digestives category commands 90% of the herbal
digestives market.
Hajmola itself is a market leader with 75% market share

Digestives

Hajmola
Hajmola candy
Pudin Hara
Anmol

Hajmola
Hajmola kare khana complete
Launched in 1978
90% of market share for digestive
tablets
Candy aimed at children

Nearest Competitors

Eno
Swad
Pachnol
Dr Morepens Gol Goli

New Product Development

Hajmola Yoodley- Ready to drink
beverage with 6 ethnic flavours

Dabur Chyawanprash
69% market share
Competitors are Sivananda,
Zandu, Himalaya, Himani
(Sona Chandi Chyawanprash)
Baidhyanath

Differentiation
Healthy food product with nutritional
ingredients which strengthens body
immunity
Protects from everyday infection and
cold
Sticks to century old recipe for health
and vitality

Pudin Hara
Quick relief from stomach
ache,gasandindigestion
Differentiation- Uses
natural ingredient Pudina
Main competitors Digene
natural though)

(Not

Supplements
Glucose D
Differentiation: Contains nutrients,
salts and glucose for giving energy for
young sporty people
Main competitor : Glucon D (Heinz) ,
Nimbooz (PepsiCo)
Dabur Honey

Dabur Honey
USP: Healthy honey which provides
energy and taste
Replacement for sugar
Main Competitors
1.Baidhyanath
2.Zandu
3.Local honey manufacturer

Ayurvedic OTC Products

Offerstraditional Ayurvedic remedies
in ready-to-use formats
Part of the companys strategy tomake
Ayurveda more contemporary for the
modern day consumer.
Remedies for cold, Medicated Oils,
Rejuvenation, Memory Enhancer etc

Ethical Health care products

For general health: Stresscom.
For lung support: Broncorid,
Madhuvaani.
For digestive support: Trifgol.
For cardiac support: Lipistat.
For joint support: Rheumatil gel,
Rheumatil tab.
For uterine support: Mensta.

Differentiation of the Ethical

Healthcare Products

The ingredients of the products are

100% ayurvedic.
They have their own herbal
plantation and they use those
herbals in their products which are
pure and curable.
The scientists who prepare the
drugs are professionally trained.

PRODUCT PLATFORM:
PROFESSIONAL RANGE
Range of highly differentiated and
efficacious products specially for the
professional grooming market.
Todays women are exposed to a hectic,
stressful and urban lifestyle which takes a
toll on their skin. With these specialised
Professional Grooming products, developed
after extensive scientific research, Dabur is
moving forward in offering their
consumers superior result .

PRODUCT LINES- FACIALS AND

BLEACHES
OxyLife Facial products Scrubs,
cleansers, Face packs
FEM Queens Pearl Facial
products- Cleansing gel, Massage
gel, Miracle powder
FEM Gold Facial productscleansing gel, scrubs
FEM Body Bleach- Saffron, Herbal
and Turmeric

PRODUCT STRATEGY VISION

The main vision of these 4 product is
to educate parlors about other
available products in the market do
not meet this need.
Making these kits available to
parlors and salons across India

OxyLife Facials- USP

The core technology used in Oxylife
platform decision is Oxysphere
technology which is unique. This
technology enables pure oxygen molecule
to be trapped in each product of the kit.
Oxygen is released from products at the
time of application. These Oxygen
enriched products are designed to go
inside skin to give better results.

New Product Development in

Oxylife
Dabur India Ltd announced the
launch of of a range of two
professional salon facial products
under the Oxylife brand- OxyLife
Salon Professional ProWhite Pure
Oxygen Facial for Women and Men.

FEM QUEENS PEARL

FACIAL- USP
This facial kit has Oyster Pearl
extract. These rare extracts are rich
in calcium, zinc, magnesium and 18
amino acids, which help in lightening
spots and removing marks to give a
flawless pearl white glow.

FEM GOLD FACIAL- USP

Formulated with Real Gold particles,
special anti-ageing properties and other
moisturizing ingredients that give a longlasting golden glow.
The only range in the market that has
Real Gold (Swarna Bhasma)

FEM BODY BLEACH- USP

This body bleach is enriched with the
goodness of turmeric and milk
moisturizers.
Used for years in the Indian households to
make Ubtan, these enriching ingredients
are known to have skin lightening
properties. This unique formulation is used
in Fem Turmeric Body Bleach.

STRONG COMPETITORS

Lotus Herbals
VLCC Solutions
Emami
HUL (Aviance)

Product Platform: Home

Care
Product Lines
Room Freshener: Odonil
Mosquito Repellant : Odomos
Toilet Cleanser: Sani Fresh

Product Line: Air Fresheners Odonil

brand

Odonil is the largest brand in this portfolio.

20% of the market share is occupied by
Odonil
Mood badal
de

USP of Odonil
Market leader in air fresheners
category
Indian Customers use odonil the most
since it is the most widely available air
fresheners and they had the first
movers advantage in this segment.

Competitors
Premium
Reckitt Benckisers Airwick
Ambipur

Product Line: Toilet Cleanser

(Sanifresh)

Guaranteed germ kill

Known as a toilet cleaner with the best fragrance.
Targeted at middle class households looking at cost effective solutions.
Priced less than the competion.

Differentiation of Sani Fresh

Its advanced shine booster
technology makes the thick liquid
stay longer on the commode so that
the shine boosters can work harder
tomake your toilet extraordinary
clean and sparkling.
Different convenient packing for
different usage.

USP of Sani Fresh

Guaranteed germ kill formula

containing ATAC that helps protect the
familys health while leaving the toilet
sparkling clean and smelling fresh

Competitors
Harpic
Domex
Kiwi

Product Line: Mosquito Repellant

(ODOMOS)

100% protection from disease causing mosquitoes; Safe

effective anywhere
Targeted at Families going out in open areas , Mothers and
children going to parks, schools.
They are market leaders in household insecticides.

USP

Market leader in its category of

personal care creams in household
insecticides

Competitors

Mortein mosquito repellent coil

AllOut mosquito repellent
Hit mosquito repellent sprays
Goodknight mat

Existing Overall Competitors for

Dabur
Category
of products
Fruit Juice

Daburs
Share

Main
Competitor
s

58% Real and Tropicana.

Active
Hair oil Coconut 6.4% Vatika
HUL, Marico.
Base
Shampoo Vatika 7.1%
HUL and P&G.
Hair
Care 27%
HUL, P&G and
(overall)
Himalaya.
Chyawanprash
64%
Himami, Zandu
and Himalaya.
Honey
40%
Himami,
Hamdard
and
local players.
Digestive
37%
Paras and local
players.