Dabur India : Rural India

Prof S P Garg
 Dabur India : Rural India
'What is that life worth which cannot bring
comfort to others'
Dr. S K Burman, Founder, Dabur India Ltd.

VISION
“Dedicated to the health and well being
of every household"
 Dabur India : Rural India
• Established in 1884
• CELEBRATING 125 YEARS
• Transformation process : purely from Ayurvedic
Company to FMCG
• Present in 60+ countries
• Growth 12-15 % during last three years
• 32 NEW PRODUCTS & VARIENTS LAUNCH
ACROSS CATEGORIES, MARKETS AND
GEOGRAPHIES during 2008 & 2009
• Acquisition of Fem in June 2009
 Dabur India : Rural India
• Dabur India Limited the fourth largest FMCG
Company in India with Revenues of US$600
Million (Rs 2834 crore) & Market
Capitalisation of over US$2.2 Billion (Rs
10,000 Crore).
• Building on a legacy of quality and
experience for 125 years, Dabur operates in
key consumer products categories like Hair
Care, Oral Care, Health Care, Skin Care,
Home Care & Foods.
 Dabur India : Rural India
• 50% of total sales from rural and semi
urban segment
• Rural India Focus
• Addressing Rural Target
• Focus on enhancing product portfolio
• Focus on OTC Health Products
• H& B Retail outlets
 Dabur India : Rural India
• New products:
• Burrst : Fruit based drink
• Dazzl: Hard surface cleaning material
• Uveda & Gulbari: skin care
• Dabur Amla Flower Magic & Vatika
Enriched Almond Oil: light hair oil(32%
growth)
 Dabur India : Rural India
• Strategies:
• Aggressive cost management
• Intelligent buying of raw materials
• Increased focus on small towns and rural
markets
 Dabur India : Rural India
• Rolling out of special Rural focused Sales
Initiatives across Seven key States:
• UP
• MP
• Bihar
• Punjab
• West Bengal
• Maharashtra
• Gujarat
 Dabur India : Rural India
• Steps :
• Identification of potential districts
• Focus on villages population below 3000
• Increase in sales force to cover these
villages with deeper penetration
• Constant customer connect
• Availability of products
 Dabur India : Rural India
• Launch of small packets and sachets
• Dabur Amla Hair oil: Rs 1 sachet
• Dabur Chyawanprash: in 100 gm pack at
Rs20
• Packing with Regional languages content
• Lal Dant Manjan as “Dabur Sivappu Pal
Podi”
 Dabur India : Rural India
• Parivaar Programme
• Emphasis on traditional trade channels
• To Build long term relationship with retailers
• Nurturing of key grocery stores
• Offerings of special discounts,and margins
• Rewards to participating outlets
• Buying shelf space
• Value solutions to retailers
 Dabur India : Rural India
• Point of Purchase : very critical part of
buying and selling experience
• Structured point of sale visibility
 Dabur India : Rural India
• Direct engagement of Rural consumers
• Interactive plateform for women to inform, educate,and communicate
• Coverage: 5 states:
• UP
• Punjab
• Bihar
• Rajasthan
• MP
• Coverage of villages: 1000
 Dabur India : Rural India
• Rural Beauty and talent Contests with Dabur Amla Hair oil: Ab
Banke Dikhao Rani

• Dabur Amla Sunderta

• Dabur Amla Susheelta
• Dabur Amla Yogyata

• Winners to become as independent and established

businesswomen in their own town
 Dabur India : Rural India
• Extra spends on A & P( Rs 300-400 crores)
• Specific programs aimed at consumer connect and availability of
products
• D C: Immune India Campaign in association with Jagran Solutions &
Times Red Cell
• Organising workshops,pictorial presentations,games, quiz contests
AND FINALLY
• Getting Closer to people
• Other points
• According to a Technopak 2009 report, India’s
food service industry stood at $13 billion
(approximately Rs 60,000 crore) in 2007 with
organised food service valued at $ 2 billion (Rs
9,200 crore). And within the organized food
service, growing at an annual rate of 20%, quick
service restaurants (QSRs) are the fastest
growing.
• Personal computer maker Acer, which is eyeing the No. 1 spot in the
domestic market by the end of next year, plans to expand its retail
presence in smaller towns.
• “We plan to grow to over 350 stores by the end of 2010 with expansion
on the retail front primarily focussed on the tier-II and tier-III cities,” S.
Rajendran, chief marketing officer of Acer India, said.
• At present, its retail business is divided into IT speciality stores and
large-format stores.
• Acer has over 275 outlets in India under the brand names of Acer malls
(exclusive Acer stores) and Acer points (sales outlets in multi-brand
stores). Acer has a retail presence in over 140 cities.
• During the third quarter of this year, the company’s market share in
notebooks has almost doubled to 15.2 per cent from 8.9 per cent in the
first quarter, thanks to the strategy of having sales points in large stores.
Market shares in PCs have doubled to almost 10 per cent during the
third quarter from 5.5 per cent in the first quarter.
• At present, Acer is present in over 150 of these stores
across major chains such as Croma, eZone, Vijay Sales,
HyperCITY, Jumbo Electronics, Staples and Reliance.
• “Acer in India should be contributing to around 2-3 per
cent of our global turnover. This number should increase
as we scale up next year and target the numero uno
position in India,” Rajendran said.
• According to him, the company has been recording
strong month-on-month growth since April.
• “We also focussed our energies on segments not
affected from recession such as public sector units,
education, government projects,” he said.