Dabur's Growth Strategy in India*

Details

Case Code : CLBS109
Publication date : 2009
Subject : Business Strategy
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

growth strategy, organic growth, inorganic growth, umbrella brand, resource utilization, Dabur, Hajmola, Vatika, Chyawanprash, Balsara Group, Colgate Palmolive, Promise, Babool, Meswak, Odonil, Sani Fresh

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

This micro case study is on the growth strategy adopted by Dabur over the years. It analyzes the organic and inorganic growth paths adopted by Dabur and its strategy to invest in multiple brands for achieving growth.

Introduction Dabur India Ltd. (Dabur), a leading Indian fast moving consumer goods (FMCG) company, was established in 1884 as a small pharmacy based in Calcutta (now Kolkata). Since then, it had gone on to become a Rs. 22 billion company (as of 2007). Its product range included Toothpastes and Toothpowder (Dabur Red and Lal Dant Manjan), Hair Oils (Vatika), Shampoos (Vatika) , Digestives (Hajmola), Fruit Juices (Real), Nature Care Isabgol, Medicated Oils, Ayurvedic products (such as Churnas, Asav Arishtas, Ras Rasaynas, and Chyawanprash), and Honey. It had two major strategic business units - Consumer Care Division and Consumer Health Division.

Its products were produced in 13 manufacturing locations in Nepal, Nigeria, Egypt, Dubai, and Bangladesh and it products were sold in more than 50 countries...

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