Fast-Moving Consumer Goods, FMCG, is India’s fourth-largest sector. FMCG companies sell a wide range of products in the market. Products that a consumer consumes such as food and snacks, beverages, household products, beauty products, clothing, etc are considered as FMCG Products. Although there are many companies, Indian or international Brands, in the market that deal in FMCG Products, there are few of them that have achieved great heights. Here, in this article, we have provided information about the brand namely ‘Dabur’, which is India’s Multinational Ayurvedic Consumer Goods Company, and how Dabur became a huge success despite of competition.
How Dabur Started?
Dabur, one of the largest FMCG companies in India, was founded by S.K. Burman in the year 1884 and it has headquarters in ghaziabad, India. In 2019, Amit Burman, who holds an MBA from the University of Cambridge, and a BSc degree in Industrial Engineering from Lehigh University in Bethlehem, in the United States, took the charge as Chairman of Dabur India Ltd.
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Dr. S.K Burman started with mission to distribute health care products in Calcutta, West Bengal in 1884. He has started the business in his own house and initially he use to make medicines for diseases like malaria, cholera and constipation. Dabur crossed the mark of valuation of $5 billion in the year 2013.
Story Behind the Name, Dabur
The name Dabur of the brand is the devnagari extract of the name ‘Da’ from Daktar and ‘Bur’ from Burman.
Dabur- Revenue Model
In the overall turnover of Dabur Sales, approximately 30% is of overseas. The total income of the year that ended on 31st March 2022 was approximately around Rs 8521.05 crores. The Brand Dabur is growing exponantially in the international markets as well.
Subsidiaries of Dabur
Dabur as a primary brand has three subsidiaries that are,
- Dabur Research Foundation
- Aviva India
- H&B Stores Ltd
Dabur – Philanthropy
Dabur’s Sustainable Development Society is started with the aim of philanthropy to create change in the field of education, healthcare and for other socio economic activities. All the CSR activities of the company are being done through Dabur’s Sustainable Development Society (SUNDESH), a non profit organization.
Competitiors and Challenges of the Brand – Dabur
Every brand has its own challenges to face in the market. Dabur has faced few of the challenges in the past. One such was when in the year 2014 the mutinational company was accussed and BJP Government has revealed the names forof black money accounts having one name from the board of directors, former executive director, pradeep burman. After that, The comoany product, Dabur Honey was said to be having sugar syrup in it. Such controversies happen with the mutinational brands and handled by the law experts rightfully. Dabur has stayed with people from the long time and has delievred results as well.
Few of the competitors of the brand are,
- ITC
- Nestle
- P & G
- Sheela Foam
- Gillette India
- Hindustan Unilever Limited (HUL)
- Colgate
- Patanjali
- Himalaya Herbals
Achievements of the Brand Dabur
- Dabur was in the BT500 ranking of India’s Most Valuable Companies in the year 2016 and in in Best Indian Brands in the same year
- The Award of Best Risk Management Practice in the FMCG category by CNBC was given to Dabur
- In the year, 2017, Dabur was one of the Iconic Brands of India by the Economics Times
Future Vision of the Brand Dabur
Approximately, 8% of the current FMCG Market is owned by Brand Dabur. The official statement by the CEO of Dabur, Mohit Malhotra, was ‘We continue to invest ahead of the curve in expanding our rural footprint. We have expanded our rural coverage by 16%, from 60,000 villages at the end of 2020-21 to 69,000 villages in Q1, 2021-21. We plan to further expand it by 33% to 80,000 villages over the next 2 years.”
Campaigns of Brand – Dabur
The campaign called ”Shuddhata Sabke Liye‘ was launched in the year 2021 to create awareness about on International Day of Persons. While in the times of coronavirus, Everyone was getting vaccines to have a strength to combat coronavirus, Dabur has claimed that with just two spoons of Chyawanprash daily, can protect all people against chyawanprash.
Conclusion
Dabur was not the only brand which was in FMCG category but the brand Dabur has sustained almost all the controversies, challenges and competitions over the period of time to get the position of multinational brand. S.K Burman with a strong vision and mission has started the brand and till now, it has been led by various leaders and it has been wonderful.
