Company DNA

Vision
Mission

Dedicated to the health and well being of every household

To provide products that will improve the lifestyle of individuals through the easing of medical conditions & the improvement of the state of the mind & body

Daktar+Burman = Dabur

Banyan tree
Symbol of nature regarded as the provider of shelter , food & production

Dabur - Ayurvedic healthcare Vatika - Premium hair care

Hajmola - Tasty digestives

Ral - Fruit juices & beverages

Product Ideation Process

Reliable, Trust Health Care Ayurvedic centers- spas,oils, massages Organic masalas Kesar

Tree

Pure

Health
Medicinal Ayurvedic sanitizers

Honey
Beauty products Face wash, scrubs, creams

Final Product Idea

Market size: 6.3 billion Growth: 13 % Competition: Himalaya, Shanaz Hussain Fits with existing product portfolio Honey based beauty products Market size: 97 billion Growth: 14% Competition: Navdhanya, Organic garden, Vedanta Fits with the vision & objectives of the company

Organic Masalas

Organic Masalas

Market Research

Producers interested in organic farming

Competition Research
Navdhanya Products Core target customer Strengths Weaknesses Wide range of offerings Upper middle class Organic garden Wide range of offerings Upper middle class Vedanta Wide range of offerings upper middle class

Pure quality

Variety of organic products Affordable prices Cash on delivery Only 2 outlets

Not a 1 stop shop Limited outlets Only 1 outlet in MUMBAI No packaged products Only includes organic masalas Social welfare along with business Social organization Diverse Women for Diversity social events organized organic movement Campaigns on environmental welfare, promoting through social cause Only certified organic products good quality organic product resulting in good health

USP Brand image

home delivery payment options Organic lifestyle for all

Promotional strategy

Loyalty program with points

leaflets circulated in the surrounding area membership card with redemption points

Consumer Research
60% respondents TRUST Dabur 55% are willing to buy products of Dabur and will also recommend its products Organic masalas is a relatively new category Consumers are aware about other organic products available but not in form of masalas Consumers are open to try organic masalas Consumers are concerned about their health and if product offerings are in line with their concerns, they will buy it.

Consumer Behavioral Insights

FOCUSED GROUP (Housewives in their late 40s)
-Ready to use such masala if benefitting health -Organic food are available in different colors -Want the company to offer trial sachets/Packs -Clear understanding so as to what is organic masala i.e chemical free -Unaware if organic masalas exist currently -Willing to pay a premium rather pay for masala than to the doctors -

IN DEPTH INTERVIEW

(Young housewife in her late 20s)

-Ready to try organic if its healthy - Will to pay premium for health

Purity, freshness, taste, flavour, quality are the things one considers while buying masalas

-brand should be trusted

IN DEPTH INTERVIEW
-Prefer home masalas as no fear of adulteration

(Young housewife in her early 20s)

-Willing to pay premium
-Would love trying Organic masala

-Considers organic masalas a new concept -Health is a priority

Final Insights
The brand equity of Dabur is very high, the products held by Dabur has an image of purity, reliable and worthy in the mind of the consumer. Spices form an integral part of any cuisine. Purity of such an important product is what i.e. required by each and every consumer. With the growth rate of 14% and the brand identity of Dabur, the spice segment can be a profitable business. Also this segment would be in compliance with the current products of the company.

Thank You