INTRODUCTION

Dabur India Limited is one of the leading consumer goods company of India with
interests in healthcare, personal care and foods. For more than a century Dabur has
worked in active collaboration with nature to provide the best of herbal health and
personal care products to its consumers. Today, Dabur is all set to take this
abundant knowledge of Ayurveda to global frontiers.
Dabur India Limited is the fourth largest FMCG Company in India with
interests in Health care, Personal care and Food products. Building on a legacy
of quality and experience for over 100 years, today Dabur has a turnover of
Rs.2233.72 crore with powerful brands like Dabur Amla, Dabur Chyawanprash,
Vatika, Hajmola & Real.

CORPORATE PHILOSOPHY:

Knowledge is the key to growth in today's world. Whatever the industry, it is the
knowledge, which provides cutting edge to individual and organizations. For more
than a century nature has been a rich source of knowledge for Dabur. Nature has
not only given us the ingredients for all our products but has also taught us how to
create a harmony within and without the organization. Nature has inspired us in all
our acts. Ayurveda - the science of life is based on principles of nature. All
Ayurvedic preparations have their ingredients derived from Nature. Dabur has
converted the healing properties of natural ingredients and the age-old knowledge
of Ayurveda into contemporary healthcare products to alleviate health problems of
its consumers.
Dabur is committed to expand the reach of this age-old knowledge of Ayurveda and
Nature through web. Through web, they aim to overcome the physical boundaries
to take Ayurvedic way of life to global frontiers.

Dabur India Limited understands its responsibility as a corporate house. We have

not only set our sight on increasing turnover and profitability of the company but
also on
propagating Ayurveda - the Indian system of medicine.
 OBJECTIVE

VISION

"Dedicated to the Health and Well Being of Every Household."

Dabur is a company with a set of established business values,

which direct its functioning as well as all its operations. In this,

Dabur is guided by the words of its founder Dr. S K Burman

"What is that life worth that cannot give comfort to others."

The company offers its consumers, products to suit their needs

and give them good value for money. The company is

committed to follow the ethical practices in doing business. At

Dabur, Nature acts as not only the source of raw material but

also an inspiration and the company is committed to protect

the ecological balance.

 MISSION
"To be the leader in the Natural Foods & Beverages Industry."
Strive to deliver this by:
 Consistently delighting the
consumer through quality
products
 Being the company of choice
for our business partners
 Delivering higher returns to
stakeholders.
 SCOPE OF STUDY

We intend to significantly accelerate profitable growth. To do this, we will:

 Focus on growing our core brands across categories, reaching out to

new geographies, within and outside India, and improve operational
efficiencies by leveraging technology

 Be the preferred company to meet the health and personal grooming

needs of our target consumers with safe, efficacious, natural
solutions by synthesizing our deep knowledge of ayurveda and herbs
with modern science

 Provide our consumers with innovative products within easy reach

 Build a platform to enable Dabur to become a global ayurvedic

leader

 Be a professionally managed employer of choice, attracting,

developing and retaining quality personnel

 Be responsible citizens with a commitment to environmental

protection

 Provide superior returns, relative to our peer group, to our

shareholders
 DABUR GROUPS

With a basket including personal care, health care and food products, Dabur
India Limited has set up subsidiary Group Companies across the world that
can manage its businesses more efficiently. Given the vast range of products,
sourcing, production and marketing have been divested to five leading group
companies that conduct their operations independently:
 AT A GLANCE
OVER THE YEARS:

The story of Dabur goes back to 1884, to a young doctor armed with a degree in
medicine and a burning desire to serve mankind. This young man, Dr. S. K.
Burman, laid the foundations of what is today known as Dabur India Limited. From
those humble beginnings, the company has grown into India's leading manufacturer
of consumer healthcare, personal care and food products. This phenomenal
progress has seen many milestones, some of which are mentioned below:
 1884 Birth of Dabur
1896 Setting up a manufacturing plant
Early 1900s Ayurvedic medicines
1919 Establishment of research laboratories
1920 Expands further
1936 Dabur India (Dr. S.K. Burman) Pvt. Ltd.
1972 Shift to Delhi
1979 Sahibabad factory / Dabur Research Foundation
1986 Public Limited Company
1992 Joint venture with Agrolimen of Spain
1993 Cancer treatment
1994 Public issues
1995 Joint Ventures
1996 3 separate divisions
1997 Foods Division / Project STARS
1998 Professionals to manage the Company
2000 Turnover of Rs.1,000 crores
2003 Dabur demerges Pharma Business
2005 Dabur aquires Balsara
2005 Dabur announces Bonus after 12 years
2006 Dabur crosses $2 Bin market Cap, adopts US GAAP
2006 Approves FCCB/GDR/ADR up to $200 million
2007 Celebrating 10 years of Real
2007 Foray into organised retail
2007 Dabur Foods Merged With Dabur India
1884 -
Dr. S K Burman lays the foundation of what is today known as Dabur India
Limited. Starting from a small shop in Calcutta, he began a direct mailing system to
send his medicines to even the smallest of villages in Bengal. The brand name Dabur
is derived from the words 'Da' for Daktar or doctor and 'bur' from Burman.
1896 -As the demand for Dabur products grows, Dr. Burman feels the need for mass
production of some of his medicines. He sets up a small manufacturing plant at
Garhia near Calcutta.

1900s -
The next generation of Burmans take a conscious decision to enter the Ayurvedic
medicines market, as they believe that it is only through Ayurveda that the
healthcare needs of poor Indians can be met.

1919 -
The search for processes to suit mass production of Ayurvedic medicines without
compromising on basic Ayurvedic principles leads to the setting up of the first
Research & Development laboratory at Dabur. This initiates a painstaking study of
Ayurvedic medicines as mentioned in age-old scriptures, their manufacturing
processes and how to utilize modern equipment to manufacture these medicines
without reducing the efficacy of these drugs.

1920s -
A manufacturing facility for Ayurvedic Medicines is set up at Narendrapur and
Daburgram. Dabur expands its distribution network to Bihar and the north-east.

1936 -
Dabur India (Dr. S K Burman) Pvt. Ltd. is incorporated.

1940 -
Dabur diversifies into personal care products with the launch of its Dabur Amla
Hair Oil. This perfumed heavy hair oil catches the imagination of the common man
and film stars alike and becomes the largest hair oil brand in India.

1949 -
Dabur Chyawanprash is launched in a tin pack and becomes the first branded
Chyawanprash of India.

1956 -
Dabur buys its first computer. Accounts and stock keeping are one of first
operations to be computerized.

1970 -
Dabur expands its personal care portfolio by adding oral care products. Dabur Lal
Dant Manjan is launched and captures the Indian rural market.

1972 -
Dabur shifts base to Delhi from Calcutta. Starts production from a hired
manufacturing facility at Faridabad.

1978 -
Dabur launches the Hajmola tablet. This is the first time that a classical Ayurvedic
medicine is branded - from Shudhabardhak bati to Hajmola tablet.

1979 -
The Dabur Research Foundation (DRF), an independent company, is set up to
spearhead Dabur's multi-faceted research.

1979-
Commercial production starts at Sahibabad. This is one of the largest and most
modern production facilities for Ayurvedic medicines in India at this time.

1984 -
The Dabur brand turns 100 but is young enough to experiment with new offerings
in the market.
1986 –
Dabur becomes a public limited company through reverse merger with Vidogum
Limited, and is re-christened Dabur India Limited.

1989 -
Hajmola Candy is launched and captures the imagination of children and
establishes a large market share.

1992 -
Dabur enters into a joint venture with Agrolimen of Spain for manufacturing and
marketing confectionery items such as bubble gums in India.
1993 -
Dabur sets up the oncology formulation plant at Baddi, Himachal Pradesh.

1994 -
Dabur India Limited comes out with its first public issue. The Rs.10 share is issued
at a premium of Rs.85 per share. The issue is oversubscribed 21 times.

1994 -
Dabur reorganizes its business with sales and marketing operations being divided
into 3 separate divisions.

1994 -
Dabur enters the oncology (anti-cancer) market with the launch of Intaxel
(Paclitaxel). Dabur becomes only the second company in the world to launch this
product. The Dabur Research Foundation develops the unique eco-friendly process
of extracting the drug from the leaves of the Asian Yew tree.
1995 -
Dabur enters into a joint venture with Osem of Israel for food and Bongrain of
France for cheese and other dairy products.

1996 -
Dabur launches Real Fruit Juice which heralds the company's entry into the
processed foods market.

1997 -
The Foods division is created, comprising of Real Fruit Juice and Hommade
cooking pastes to form the core of this division's product portfolio.

Project STARS (Strive To Achieve Record Successes) is initiated by the company to

achieve accelerated growth in the coming years. The scope of this project is
strategic, structural and operational changes to enable efficiencies and improve
growth rates.

1998 -
The Burman family hands over the reins of the company to professionals. Mr. Ninu
Khanna joins Dabur as the Chief Executive Officer.

1999-2000 - Dabur achieves the Rs.1000 crore turnover mark.

 MILESTONES TO SUCCESS

Dabur India Ltd. made its beginnings with a small pharmacy, but has
continued to learn and grow to a commanding status in the industry.
The Company has gone a long way in popularising and making easily
available a whole range of products based on the traditional science of
Ayurveda. And it has set very high standards in developing products
and processes that meet stringent quality norms. As it grows even
further, Dabur will continue to mark up on major milestones along the
way, setting the road for others to follow.
1884 - Established by Dr. S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First R&D unit established
Early 1900s - Production of Ayurvedic medicines
Dabur identifies nature-based Ayurvedic medicines as its area of
specialisation. It is the first Company to provide health care through
scientifically tested and automated production of formulations based on our
traditional science.
1930 - Automation and upgradation of Ayurvedic products manufacturing
initiated
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through Ayurveda
Dabur introduces Indian consumers to personal care through Ayurveda, with
the launch of Dabur Amla Hair Oil. So popular is the product that it becomes
the largest selling hair oil brand in India.
1949 - Launched Dabur Chyawanprash in tin pack
Widening the popularity and usage of traditional Ayurvedic products
continues. The ancient restorative Chyawanprash is launched in packaged
form, and becomes the first branded Chyawanprash in India.
1957 - Computerisation of operations initiated
1970 - Entered Oral Care & Digestives segment
Addressing rural markets where homemade oral care is more popular than
multinational brands, Dabur introduces Lal Dant Manjan. With this a
conveniently packaged herbal toothpowder is made available at affordable
costs to the masses.
1972 - Shifts base to Delhi from Calcutta
1978 - Launches Hajmola tablet
Dabur continues to make innovative products based on traditional
formulations that can provide holistic care in our daily life. An Ayurvedic
medicine used as a digestive aid is branded and launched as the popular
Hajmola tablet.
1979 - Dabur Research Foundation set up
1979 - Commercial production starts at Sahibabad, the most modern herbal
medicines plant at that time
1984 - Dabur completes 100 years
1988 - Launches pharmaceutical medicines
1989 - Care with fun
The Ayurvedic digestive formulation is converted into a children's fun
product with the launch of Hajmola Candy. In an innovative move, a curative
product is converted to a confectionary item for wider usage.
1994 - Comes out with first public issue
1994 - Enters oncology segment
1994 - Leadership in health care
Dabur establishes its leadership in health care as one of only two companies
worldwide to launch the anti-cancer drug Intaxel (Paclitaxel). Dabur
Research Foundation develops an eco-friendly process to extract the drug
from its plant source
1996 - Enters foods business with the launch of Real Fruit Juice
1996 - Real blitzkrieg
Dabur captures the imagination of young Indian consumers with the launch of
Real Fruit Juices - a new concept in the Indian foods market. The first local
brand of 100% pure natural fruit juices made to international standards, Real
becomes the fastest growing and largest selling brand in the country.
1998 - Burman family hands over management of the company to
professionals
2000 - The 1,000 crore mark
Dabur establishes its market leadership status by staging a turnover of
Rs.1,000 crores. Across a span of over a 100 years, Dabur has grown from a
small beginning based on traditional health care. To a commanding position
amongst an august league of large corporate businesses.
2001 - Super specialty drugs
With the setting up of Dabur Oncology's sterile cytotoxic facility, the
Company gains entry into the highly specialised area of cancer therapy. The
state-of-the-art plant and laboratory in the UK have approval from the MCA
of UK. They follow FDA guidelines for production of drugs specifically for
European and American markets.
2002 - Dabur record sales of Rs 1163.19 crore on a net profit of Rs 64.4
crore
2003 - Dabur demerges Pharmaceuticals business

Dabur India approved the demerger of its pharmaceuticals business from the
FMCG business into a separate company as part of plans to provider greater
focus to both the businesses. With this, Dabur India now largely comprises of
the FMCG business that include personal care products, healthcare products
and Ayurvedic Specialities, while the Pharmaceuticals business would include
Allopathic, Oncology formulations and Bulk Drugs. Dabur Oncology Plc, a
subsidiary of Dabur India, would also be part of the Pharmaceutical business.
Maintaining global standards
As a reflection of its constant efforts at achieving superior quality standards,
Dabur became the first Ayurvedic products company to get ISO 9002
certification.

Science for nature

Reinforcing its commitment to nature and its conservation, Dabur Nepal, a
subsidiary of Dabur India, has set up fully automated greenhouses in Nepal.
This scientific landmark helps to produce saplings of rare medicinal plants
that are under threat of extinction due to ecological degradation.
2005 - Dabur aquires Balsara

As part of its inorganic growth strategy, Dabur India acquires Balsara's

Hygiene and Home products businesses, a leading provider of Oral Care and
Household Care products in the Indian market, in a Rs 143-crore all-cash
deal.
2005 - Dabur announces bonus after 12 years

Dabur India announced issue of 1:1 Bonus share to the shareholders of the
company, i.e. one share for every one share held. The Board also proposed an
increase in the authorized share capital of the company from existing Rs 50
crore to Rs 125 crore.
2006 - Dabur crosses $2 bin market cap, adopts US GAAP.

Dabur India crosses the $2-billion mark in market capitalisation. The

company also adopted US GAAP in line with its commitment to follow global
best practices and adopt highest standards of transparency and governance.
2006 - Approves FCCB/GDR/ADR up to $200 million

Moving forward on the inorganic growth path, Dabur India decides to raise
up to $200 million from the international market through Bonds, FCCBs,
GDR, ADR, QIPs or any other securities.The capital raised will be used to
fund Dabur's aggressive growth ambitions and acquisition plans in India and
abroad.
2007 - Celebrating 10 years of Real

Dabur Foods unveiled the new packaging and design for Real at the
completion of 10 years of the brand. The new refined modern look depicts the
natural goodness of the juice from freshly plucked fruits.
2007 - Foray into organised retail

Dabur India announced its foray into the organised retail business through a
wholly-owned subsidiary, H&B Stores Ltd. Dabur will invest Rs 140 crores by
2010 to establish its presence in the retail market in India with a chain of
stores on the Health & Beauty format.
2007 - Dabur Foods Merged With Dabur India

Dabur India decides to merge its wholly-owned subsidiary Dabur Foods

Limited with itself to extract synergies and unlock operational efficiencies.
The integration will also help Dabur sharpen focus on the high growth
business of foods and beverages, and enter newer product categories in this
space.
 TECHNOLOGY USED IN DABUR
In Dabur India Limited knowledge and technology are key resources which
have helped the Company achieve higher levels of excellence and efficiency.
Towards this overall goal of technology-driven performance, Dabur is
utilizing Information Technology in a big way. This will help in integrating a
vast distribution system spread all over India and across the world. It will
also cut down costs and increase profitability.

Our major IT Initiatives

 Migration from Baan and Mfg ERP Systems to centralized SAP ERP
system from 1st April 2006 for all business units.
 Implementation of a country wide new WAN Infrastructure for
running centralized ERP system.
 Setting up of new Data Centre at KCO Head Office.
 Extension of Reach System to distributors for capturing Secondary
Sales Data.
 Roll out of IT services to new plants and CFAs.

Future Challenges

 Forward Integration of SAP with Distributors and Stockists.

 Backward Integration of SAP with Suppliers.
 Implementation of new POS system at Stockist point and integration
with SAP-ERP.
 Implementation of SAP HR and payroll.

 SAP Roll-out to DNPL and other new businesses.

 ENVIRONMENTAL PROSPECTS

"What is that life worth which cannot bring comfort to others", these words of Dr.
S K Burman have inspired generations of Dabur. Keeping these golden words in
mind, Sundesh or the Sustainable Development Society was set up to carry out
welfare activities aimed at improving the quality of life of the rural people in its area
of operation. This society is given complete financial and managerial support by
Dabur India Limited.

Sundesh is engaged in providing health services, non-formal education and training

in income generating activities. The society has a dedicated team consisting of a
doctor, a community organiser, a lady social worker, instructors for income
generating activities, traditional birth attendants and village level workers. Sundesh
organises regular OPDs and health camps in the villages.

In addition to the mobile OPDs, other health services rendered include training of
traditional birth attendants, immunisation programmes for children, maintenance
of family health records, ante-natal check ups, pulse polio programmes and health
awareness meetings for women on topics such as family planning, ante-natal care,
post-natal care, the importance of vaccinations, baby care and AIDS prevention.
jvs & subsidiaries:

Dabur India has entered into joint ventures with well established international firms
as well as created subsidiary units that further highlight its business philosophy of
providing the best products to its customers.
JOINT VENTURES

Dabon International Limited - Dabur has also collaborated with Bongrain of France
for the manufacture and marketing of specialty cheese and other dairy products.
This joint venture company has already made its presence felt in the Indian cheese
market through the launch of processed cheese under the brand name LeBon, and a
specialty cheese under the brand name Delicieux.

SUBSIDIARIES

Dabur has six subsidiary units, which come under the umbrella of the Dabur India
organization. These are:

Dabur Foods Limited -

Dabur Foods Limited, a 100% subsidiary of Dabur India Limited, is spearheading

Dabur's foray into food processing industry. The company, set up in April 1999, is

marketing a range of fruit juices under the brand name Real, Homemade Cooking

Paste and Sauces and Lemoneez lemon juice. Dabur was the first company in India

to introduce fruit juices in packaged form without any artificial additive. Real is

today the market leader in this category with more than 50% market share.

Homemade cooking paste is the only national brand in this category. Lemoneez is

the only product in its category available in unique drop and trickle pack and

uniquely shaped tabletop pack.

Dabur Nepal Private Limited -

Dabur Nepal was the first manufacturing base overseas for Dabur group. The

company is today the leading exporter of Nepal and the third largest and most
modern manufacturing base for Dabur. Dabur Nepal is today involved in promoting

cultivation of herbs and apiculture activities in Nepal. The company has set up state

of the art greenhouse at Banepa for developing saplings for 20 medicinal plants.

Dabur Nepal has also set up an Apiculture centre for promoting bee-keeping

activity in Nepal and developing queen bees and bee colonies for exports.

Dabur Egypt Limited -

Dabur Egypt is groups gateway to Africa. This manufacturing base set up a couple

of years back to cater to the demands of Middle East and African market is

producing Hair Care, Skin Care Products and Foods.

Dabur Oncology Plc. -

Set up recently in UK, this subsidiary of Dabur India Limited will be manufacturing

anti-cancer formulations for European market. The company is in the process of

setting up manufacturing base near London and is expected to start operation from

year 2001.
 DABUR OVERSEAS LIMITED
TOWARDS GREEN TOMMOROW

One of the thrust areas of foundation is conservation and cultivations of medicinal

plants. DRF has developed cultivation packages for a number of herbs especially of

endangered ones. A 15,000sq. ft. greenhouse built in Nepal is now functional and

provides millions of saplings of various medicinal herbs.

Dabur Research Foundation has to its credit development of a unique technique of

isolation of paclitaxel from leaves instead of bark of Himalayan Yew. This not only
saved the tree but also improved the growth as pruning of leaves gave a positive
impact on growth of the plant.

DRF conducts training for harvesting and post harvesting processing of herbs to
ensure the sustainable usage of this natural resource. The Foundation promotes
cultivation and organizes planting materials for selected herbs to farmers. It
imparts training to farmers for cultivation of these medicinal plants, their drying
and proper packaging in roadworthy condition. The fundation also organizes
complete buy back arrangement for these select herbs. This effort has not only
ensured development of a sustainable source of rare herbs but also has provided an
alternative source of income to the farmers.

Dabur Research Foundation has improved the extraction procedures of herbs in a

fashion so that to increase the productivity of extracts/isolates and hence reduce
pressure on natural habitats.

DRF has developed tissue culture protocols for a number of herbs specially those of
alpine habitat and those diminishing in the nature.
PROTECTION FOR NATURE AND PROTECTION FROM NATURE

For well over a century, Dabur has worked hand in hand with nature. Drawing its
strength and inspiration from nature's vast resources, Dabur has used herbs and
minerals found in natural form as the ingredient for its products. As a company,
Dabur understands its responsibility to contribute towards maintaining the
ecological balance, and realises the need to replenish what it takes from nature. The
direct result of this realisation has been 'Project Plant for Life', under which the
company has set up tissue culture laboratories, a state-of-the-art greenhouse and
contract cultivation with complete buy back facilities. This project not only ensures
sustainable source of medicinal plants, but also improves the standard of living of
the participating villagers. Since time immemorial, Dabur has received lots from
nature, and it takes pride in
 DABUR RESEARCH FOUNDATION

Dabur Research Foundation (DRF), incorporated in 1979, is a

premier research organization recognized by Department of

Scientific and Industrial Research, Government of India.

Situated at Sahibabad, DRF is today a known name for its

pathbreaking research in the field of healthcare and personal

care.

The Foundation is at the forefront of oncology research, and is

in the process of developing many new molecules to fight this

dreaded disease. In fact, DRF was the first organization in the

world to develop a process for extraction of paclitaxel, a drug

for cancer, without harming the source tree. The process is

now followed worldwide.

THE PEOPLE:

Herbal health care is an area where Dabur Research

Foundation has made immense contribution by doing research

and development work using modern pharmaceutical

protocols. The foundation has been doing clinical trials on

traditional herbal drugs to validate the claims made in.

For a research organization like Dabur Research Foundation,

people are its biggest asset. At DRF, more than 125 scientists

are engaged full time in interdisciplinary R&D of health and

personal care products. The foundation has on its board

independent advisors and consultants for guiding the team in

their specific areas. The team of scientists is culled from

various disciplines and includes Ayurvedic doctors, Chemists

and phytochemists, botanists, agronomists, clinical

pharmacologists, microbiologists, food technologists, bio-

technologists, oil technologists, oncologists etc.

Scientists at many research institutions, universities and

hospitals supplement the effort of this team of scientists with

whom Dabur has networked for research in the areas of new

molecules and drug delivery system.

Dabur Research Foundation is possibly the only of its kind in

the country carrying out research in diverse fields. Today, the

scientists at DRF are pursuing research in more than 10

disciplines.

SCIENTIFIC NETWORK & AFFILIATIONS:

Dabur Research Foundation has over the years built

associations with various agencies, organizations, Hospitals,

Universities Colleges, Public Laboratories etc. engaged in the

Research & Development activities. This network has helped

the foundation in research in the areas of clinical research,

reverse pharmacology of Ayurvedics/Herbals and novel

molecules & new drugs delivery system.

DRF is also affiliated with various professional bodies,

organizations, Institutions in the country and abroad. Some of

the organizations with which DRF has affiliations are-

DSIR, Government of India

Expert Committee on Herbal Medicines

Bureau of Indian Standards

Expert Committee of United States Pharmacopoeia

DRF conducts training for harvesting and post harvesting

processing of herbs to ensure the sustainable usage of this

natural resource. The Foundation promotes cultivation and

organizes planting materials for selected herbs to farmers. It

imparts training to farmers for cultivation of these medicinal

plants, their drying and proper packaging in roadworthy

condition. The foundation also organizes complete buy back

arrangement for these select herbs. This effort has not only

ensured development of a sustainable source of rare herbs but

also has provided an alternative source of income to the

farmers.

Dabur Research Foundation has improved the extraction

procedures of herbs in a fashion so that to increase the

productivity of extracts/isolates and hence reduce pressure on

natural habitats.

DRF has developed tissue culture protocols for a number of

herbs specially those of alpine habitat and those diminishing in

the nature.

Drug technical Advisory Board, MOH&FW, Government of India

DRF gave new dimension to Chyawanprash after investigating

the goodness of Chyawanprash in building general immunity.

The foundation conducted more than 12 clinical trials on

Chyawanprash to validate its immunomodulation properties.

This research helped Dabur Chyawanprash to reposition it as

herbal immunomodulator that builds you up from deep within.

Dabur Research Foundation developed a value-added coconut

based hair oil that experimentally proved to be better than

coconut oil alone. Today, that product, christened Vatika Hair

Oil, has created a niche for itself with others trying to emulate

it. Vatika shampoo normal and anti-dandruff are well set to

follow in the footsteps of Vatika Hair Oil.

DRF is the first organization in the world to isolate the

anticancer drug, Paclitaxel, from the leaves of Himalayan Yew

Tree using a unique eco-friendly process without causing any

harm to the tree. The Foundation is only the second

organization in world to evolve the technology for isolation of

Paclitaxel.

The research done by DRF facilitated availability of far cheaper

anticancer medicine for the patients in India and many other

countries of the world.

DRF has developed Standardisation Protocols for number of

Ayurvedic herbs in order to ensure the quality of raw herbs as

well as finished products manufactured out of it. This

facilitated testing of each lot of raw materials with

sophisticated analytical tools before they are used for

manufacturing.

DRF has till date conducted more than 200 studies to validate

the claims recommended by Ayurvedic Granthas. This includes

49 Pharmacological Studies, 135 Clinical Trials and 10

Toxicological Studies. At DRF, blending the modern findings

with traditional concepts is a routine.

 PRODUCTS
A vast array of products touching the lives of almost every

individual, from an infant to a grand old man, from poor to

rich; that's how the Dabur's range of health personal care and

food products could be best explained. Today Dabur trust has

travelled beyond the boundaries of India and are available in

more than 50 countries worldwide. These value for money

products have made Dabur a household name.

DIVISIONS AND PRODUCTS

A vast array of products touching the lives of almost every

individual, from an infant to a grand old man, from poor to

rich; that's how the Dabur's range of health personal care and

food products could be best explained. Today Dabur trust has

travelled beyond the boundaries of India and are available in

more than 50 countries worldwide. These value for money

products have made Dabur a household name.

 HEALTHCARE PRODUCTS

Healthcare is one of the biggest and oldest divisions of Dabur

with a wide range of OTC healthcare products. It comprises of:

Dabur Health Care Product Range

Dabur Chyawanprash-
Dabur Chyawanshakti- Hajmola -
Glucose D- Hajmola Candy -
Pudin Hara -
(Liquid and Pearls)
Pudin Hara G -
Dabur Hingoli -

Dabur Lal tail-

Dabur Janma Ghunti-

Shilajit Gold -
Nature Care -
Sat Isabgol -
Shilajit -
Shankha Pushpi -
Sarbyna Strong -
Dabur's Health Care range brings for you a wide selection of herbal
products, to provide complete care for varying individual needs. We derive
our products from the time-tested heritage of Ayurveda, backed by the most
modern scientific test and trials. That ensure unfailing quality and safety in
anything.
 BRAND MANAGEMENT STRATEGIES

The caselet provides an overview of brand management strategy adopted by Dabur

for its personal care brand Dabur Vatika. The caselet follows the meticulous brand
building initiatives taken by the company, from the launch of Dabur Vatika in 1995
to it becoming a Rs 1 bn brand by 2003. The caselet also examines the objectives and
elements that were involved in Vatika’s brand building exercise.

Marketing strategies

» Brand management strategies

» Product differentiation
» Packaging as a marketing communication tool
» Importance of choosing the right celebrity and its influence on the brand equity
» Brand extensions and communication strategy

Until the early 1990s, Dabur, the 100-year old ayurvedic products manufacturer,
was looked upon as a rather staid company that marketed herbal and ayurvedic
products.

Dabur Vatika in 1995 brought about a sea change in that perception. Within six
years of its launch, Vatika had become the market leader in the value-added hair
oils segment. Its success pushed Dabur into the league of top FMCG product
companies in India. Dabur Vatika’s success can be attributed to the company’s
differentiated product offering and meticulous brand building initiatives. The
company concentrated on differentiating the brand in all aspects, right from
positioning to packaging. At the time of its launch, Dabur positioned Vatika as
value-added hair oil that contained pure coconut oil enriched with natural
ingredients such as henna, amla (gooseberry), and lemon. Till then, the hair oil
market had been dominated by plain coconut oil brands with Marico’s flagship
brand, Parachute, being the market leader.

1. Dabur Vatika, one of the youngest brands in the country (launched in 1995),
has become a leading brand in the natural personal care product segment.
What were the factors that enabled Vatika to become a flagship brand of
Dabur in such a short span of time?

2. Marketing communications play an important role in building brands. Discuss

the role played by marketing communications in making Dabur Vatika a
successful brand.

Chyawanprash

The leader in the chyawanprash market in India, Dabur Chyawanprash is one of

the most well known Ayurvedic product in India and abroad. An effective herbal

immunomodulator, Dabur Chyawanprash has the essential goodness of amla and

over 50 other herbs. Dabur has conducted several clinical trials on this product

which confirm its efficacy as a unique product that strengthens the body from

within.
Digestives

Hajmola Tablets

Hajmola Tablets are the first classical Ayurvedic product to be branded and

positioned as fun-filled product with medicinal properties. It finds mention in

Ayurvedic scriptures as Kshudhavardhak Bati, and was branded as Hajmola, a

name derived from Hajma which means digestion in Urdu. It is available in regular

and tamarind flavour.

HajmolaCandy

To cash in on the brand equity enjoyed by Hajmola, Dabur launched Hajmola

Candy in 1989. Since then, the company has added Mango and tamarind flavours

besides the regular one.

PudinHara

One of the oldest products in Dabur portfolio, Pudin Hara is available in liquid as

well as capsule form. It has a special combination of mint oils and cures gastric

problems without any side effects.

Hingoli

Asafoetida or Hing is mentioned in Ayurveda as an effective aid in digestion, and is

used a lot in Indian cooking. Dabur's Hingoli has all the goodness of asafoetida and

other herbs.
Childcare Products

DaburLalTail

The largest baby massage oil in India, it has the goodness of herbs which helps in

strengthening the bones of infants.

DaburJanmaGhutti
This Ayurvedic preparation helps in strengthening the digestive system of new
borns.
 FAMILYCARE PRODUCTS

The largest division in terms of sales, the Family Products Division of Dabur has in
its portfolio hair care and skin care products, oral care and select foods like honey.

Hair & Skin Care

Dabur is the leader in hair care products in India, and has covered almost all the

categories of hair oils.

Dabur Amla Hair Oil -

As a brand has made its mark beyond India and is a leading hair oil brand in

middle East and Africa. A perfumed heavy hair oil, it is Dabur's largest brand.

Dabur Special Hair Oil -

It is a light hair oil that combines the natural hair care properties of lemon and

hibiscus.

Vatika -

The fastest growing hair oil brand of India, Vatika has single handedly created an

altogether new category of herbal enriched natural oils. The Vatika range also

includes a herbal shampoo which has made its mark in the very first year of its

launch in the competitive shampoo market of India.

Gulabari -

Rose water derived from best of Indian roses makes the skin supple and glowing.

ORAL CARE

Dabur Lal Dant Manjan - It is the second largest tooth powder brand of India and

the largest in coloured tooth power category. This herbal tooth powder is very

popular in rural parts of India.

Binaca Toothbrushes - After having acquired this dormant brand a few years back,

Dabur launched toothbrushes under this umbrella. There are plans to launch other

oral care products under the Binaca brand.

AYURVEDIC SPECIALITIES

Ayurvedic Specialities is a range of over 350 Ayurvedic Medicines -

Both classical Ayurvedic drugs and proprietary Ayurvedic medicines - developed by

Dabur's own research and development. Dabur has products for all the 16

categories as defined in the Ayurveda. Some of the leading products in this category

are:

Asav Arishtas -
These are medicated decoctions with a self generated alcohol content. Dabur has a

range of over 30 Asav Arishtas. Some of the well known ones include

Dashmularishta, Drakshasava, Lohasava, Parthadyarishta and Ashokarishta.

Churnas -

These are finely ground medicinal powders used to treat a variety of ailments

ranging from digestive problems to cough and fever.

Ras Rasayanas -

Preparations containing mineral drugs as main ingredients are called Ras

Rasayanas. Dabur has a range of more than 50 Ras Rasayans which are used by

Ayurvedic practitioners in the cure of host of ailments.

Medicated Oils -

The oils boiled alongwith certain prescribed durgs are known as medicated oils.

These oils retain the curative properties of herbs and is used for inunction and

massage.

PHARMACEUTICALS

Branded Pharmaceuticals -

It includes a range of natural ethical products like New Livfit, Honitus, Ulgel etc.

and a range of contrast media and gynecological.

Oncology -

This wide and formidable range includes brands such as Intaxel, Docetaxel and

Topotecan, all of which were manufactured for the first time in India by Dabur.

Little wonder then, that Dabur is the undisputed market leader in this category in
India and has plans to establish itself as a generic oncology player in select global

markets.

Bulk Drugs and Chemicals -

This range consists primarily of bulks in the oncology category.

FOODS

Launched over two years back, the Dabur Foods range include juices under the

brand name Real and cooking pastes under the brand name Hommade. To give a

better focus to this division. This division has been carved out as a subsidiary

company of Dabur India Limited.

SUBSIDIARIES

Dabur Foods Limited - Dabur Foods Limited, a 100% subsidiary of Dabur India

Limited, is spearheading Dabur's foray into food processing industry. The company,

set up in April 1999, is marketing a range of fruit juices under the brand name Real,

Hommade Cooking Paste and Sauces and Lemoneez lemon juice.

 RESEARCH
METHODOLOGY
RESEARCH DESIGN

Ownership: This is our company. We accept personal

responsibility, and accountability to meet business needs

Passion For Winning: We all are leaders in our area of

responsibility, with a deep commitment to deliver results.
We are determined to be the best at doing what matters
most

People Development: People are our most important asset.

We add value through result driven training, and we
encourage & reward excellence

Consumer Focus: We have superior understanding of

consumer needs and develop products to fulfill them better

Team Work: We work together on the principle of mutual

trust & transparency in a boundary-less organisation. We
are intellectually honest in advocating proposals, including
recognizing risks

Innovation: Continuous innovation in products & processes

is the basis of our success
Integrity: We are committed to the achievement of business
success with integrity. We are honest with consumers, with
business partners and with each other

It has surveyed 100 outlets covering SIDCUL (Rudrapur).

Ayurvedic Research:

 Standardization of herbs and finished products

 Validation of the processes

 Formulation development taking lead from Ayurveda

 Pharmaceutical Research:

 Development of new formulations of existing and new

molecules

 Parenteral Formulations development

 Compatibility and shelf life studies

 Validation of processes

PHYTOPHARMACEUTICALS:

 Isolation of existing and new therapeutic ingredients

from natural sources

 Extraction technologies

 Processes development and transfer of technology

 Biotechnology:
  Tissue culture of medicinal plants especially

endangered ones

 Cell and callus culture

AGRONOMY:

 Agro-technology development for medicinal plants

 Micro-propagation of medicinal plants

 Cultivation of medicinal and fruit plants

 Generation of quality planting material through

greenhouse technology

 Personal Care Products:

 Development of skin and hair care products

 Oral care product development

 Ayurvedic medicated oil development

 Herbal extracts in cosmetics

ANALYTICAL:

 Protocols and methods development for natural and

synthetic products

 Bio-equivalence studies of Pharmaceutical Dosage

forms
 Reaction monitoring of synthetic chemistry processes

 Marker compound testing as a tool for standardisation

of Botanicals

 Synthetic Chemistry:

 Synthesis of known and new molecules and

intermediates (APIs)

 Process development

 Technology development and transfer to pilot plant

and production scales

 Oncology Research and Molecular Biology:

 Anticancer screening of herbal extracts/compounds,

peptides and synthetic molecules

 Anti-angiogenic screening

 Tumor xenography

 Pharmacokinetic and metabolite studies

 Proteonics and Genomics

 New Drug & Peptide Research:

 Lab scale synthesis of new molecules

 Scale up and purification methods

 Formulation and stability studies

 Novel drugs delivery systems

RESEARCH APPROACH

Survey approach was chosen for this research work. Survey

research is the best suited for gathering descriptive

information company that wants to know about individuals

knowledge, attitudes, prefrences or buying behavior can

often find out by asking individuals directly. The major

advantage of survey research is its flexibility. It can be used

to obtain many different kinds of information in many

different situations

RESEARCH INSTRUMENTS

Schedules, which is the most commonly used instrument,

was opted for this research.

One copy of schedule framed is enclosed after this.

CONTACT METHOD

Personal individual interview method was opted for this

research work, as it is the most flexible method of all.

DATA ANALYSIS AND INTERPRETATION

The data thus collected was tabulated, analyzed and

interpreted with view to make the study more meaningful.

They were tabulated in manner so that results could be

viewed easily. Some statistical techniques were used to

examine the views of respondents. The use of tables, charts

and diagrams had been made to present the data in the

analysis form.
 ANALYSIS

The ANALYSIS faced during the research were: -

• The sample size taken is 100, which is not sufficient to represent the entire
universe. The size could not be increased due to time constrained.
• The areas covered were restricted to SIDCUL (Rudrapur) only and as such the
results of the surrey are valid for the above said areas.
• All information, which has been collected form, the respondents have been
considered authentic and final.
• Besides all this the report has been on individual attempt and also involves the
human process of interpretation and analysis, so there are chances of human
error.
• Despite repeated proof reading there is a possibility of spelling error of
otherwise which may have been overlooked
 BIBLIOGRAPHY

1.Books : Kotler Philip, Marketing Management.

K.R. Kothari, Research Methodology.

2.Internet : www.dabur.com
www.google.com
www.hll.org.
www.daburproducts.co.in

3.Newspapers : The Times of India

The Hindustan Times
Business World
Economics Times

4.Schedules : Personal interaction with Individuals