CHAPTER 2: INTRODUCTION TO ORGANIZATION

 INTRODUCTION
 BRIEF HISTORY
 NAME OF FOUNDER & PROMOTER
 VISION, MISSION & VALUE STATEMENTS
 ORGANIZATIONAL STRUCTURE
 SWOT ANALYSIS
INTRODUCTION

Dabur India Ltd is one of the leading FMCG Companies in India. It was established
in year 1975 by DR S.K. Burman, headquarter in GHAZIBAD, UTTAR PRADESH.

The company is also a world leader in Ayurveda with a portfolio of over 250
Herbal/Ayurvedic products.

They operate in key consumer products categories like Hair Care Oral Care Health
Care Skin Care Home Care and Foods.

The company's FMCG portfolio includes five flagship brands with distinct brand
identities Dabur as the master brand for natural healthcare products VATIKA for
premium personal care HAJMOLA for digestives Real for fruit juices and beverages
and Fem for fairness bleaches and skin care products.

The company operates through three business units namely consumer care division
(CCD) international business division (IBD) and consumer health division (CHD).

Their CCD business is divided into four key portfolios: healthcare personal care
home care and foods. Their CHD business offers a range of healthcare products.
Their IBD business includes brands such as Dabur Amla and VATIKA.

The company has a wide distribution network covering 6 million retail outlets with a
high penetration in both urban and rural markets.

Their products also have a huge presence in the overseas markets and are available
in over 120 countries across the globe. Their brands are highly popular in the Middle
East SAARC countries Africa US Europe and Russia. Dabur's overseas revenue
accounts for over 30% of the total turnover.
HISTORY

Dabur India Ltd was incorporated on September 16 1975 for manufacture of high-
grade edible & industrial GUARGAM powder and its sophisticated derivatives. In the
year 1978 the company launched HAJMOLA tablet an Ayurvedic medicine used as a
digestive aid.
In the year 1979 they set Dabur Research Foundation. Also they commenced
commercial production at the most modern herbal medicines plant in Sahibabad. In
the year 1986 the company was converted into a public limited company.
In the year 1988 they launched the pharmaceutical medicines.
In the year 1989 the company converted the Ayurvedic digestive formulation into a
children's fun product with the launch of HAJMOLA Candy.
In the year 1992 they launched a new range of coconut oil under the brand name
'Anmol'
In the year 1996 the company entered into foods business with the launch of Real
Fruit Juice the first local brand of 100% pure natural fruit juices made to international
standards.
In 1997 the company set up a new manufacturing unit with a high degree of
automation at BADDI (H.P.) to produce company's well-known brands namely
CHYAWANPRASH JANMA GHUNTI Ayurvedic Oils.
In the year 2001 the company entered into the highly specialized area of cancer
therapy
In the year 2003 the company demerged their pharmaceuticals business from the
FMCG business into a separate company as part of plans to provider greater focus
to both the businesses.
In the year 2005 the company acquired BALSARA’S Hygiene and Home products
businesses a leading provider of Oral Care and Household Care products in the
Indian market for the consideration of Rs 143-crore all-cash deal.
In the year 2006 BESTA Cosmetics Ltd was amalgamated with the company with
effect from April 1 2006.
In 2012 Namaste Cosmetics Ltd became new stepdown subsidiary Company in
Brazil. The company also expanded its range of fruit juices viz. Real Active.
In 2013 Dabur Enters Yoghurt Drink Market With Brand Real Active. The company
Expands Skin Care Portfolio and launches Oxy Life Gel Bleach. The company
Launches New Fruit Juice Range: Real Supa Fruits. Dabur Launches India First Oral
Health Portal.
In 2014 Dabur Launches India's First Ayurvedic Medical Journal.
On 12 October 2015 Dabur India announced its entry into the Jasmine Hair Oil
category with the launch of VATIKA Jasmine Non-Sticky Coconut Hair Oil
On 1 November 2016 Dabur South Africa (Pty) Ltd announced an agreement with
South Africa's CTL Group of Companies to acquire its Personal Care Hair Care &
Creams businesses for 18.8 million ZAR (around USD 1.5 million).
Under the agreement Dabur South Africa (Pty) Ltd - the wholly-owned subsidiary of
Dabur International Ltd - will acquire the business of development manufacturing
packaging and sale of Personal Care products (Hair Care and Creams) of CTL
Contracting Proprietary Limited in addition to certain equipment of CARBOTEC
Laboratories Proprietary Limited and immovable property from CTL Management
and Personnel Services Proprietary Limited
On 14 March 2017 Dabur India announced the launch of first-ever Mobile Honey-
Testing Lab in India. This unique on-the-go lab has been designed specially to check
raw Honey at source to reduce adulteration in honey and ensure that purity is
maintained.
On 26 September 2017 Dabur India announced its alliance with Amazon to take its
products global.
 FOUNDER OF DABUR

DABUR was founded by DR S.K. Burman, a physician tucked away in Bengal. His
mission was to provide effective and affordable cure for ordinary people in far-flung
villages. With missionary zeal and fervour, DR Burman undertook the task of
preparing natural cures for the killer diseases of those days, like cholera, malaria and
plague.

Soon the news of his medicines travelled, and he came to be known as the trusted
'DAKTAR' or Doctor who came up with effective cures. And that is how his venture
Dabur got its name - derived from the DEAVNAGRI rendition of DAKTAR Burman.

DR. Burman set up Dabur in 1884 to produce and dispense Ayurvedic medicines.
Reaching out to a wide mass of people who had no access to proper treatment. DR.
S. K. Burman's commitment and ceaseless efforts resulted in the company growing
from a fledgling medicine manufacturer in a small Calcutta house, to a household
name that at once evokes trust and reliability.
VISSION, MISSION AND VALUE STATEMENT

Dedicated to the Health & Our Vision Our Mission “Contemporise

Principles:

Ownership: This is our company. We accept personal responsibility, and

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.

People Development: People are our most important asset. We add value
through result driven training, and we encourage & reward excellence.

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 organization. We are intellectually honest in advocating proposals,
including recognizing risks.

Innovation: Continuous innovation in products & processes is the basis of our

Integrity: We are committed to the achievement of business success with integrity.

.
STRENGHTS
 Dabur India is the fourth largest FMCG firm with US$ 910 million in revenue
 Dabur has its own history, it is over 100 years old, it was founded in 1884.
 It is present in approximately 60 countries worldwide
 It is the world’s biggest supplier of Ayurvedic medicine
  Dabur has the largest distributors, about 5000 in its respective segment

WEAKNESS
 Dabur has no direct channels to the business
 The lack of consumer knowledge of the goods
 Doctors prescribe allopathy medicines because they earn more benefits from
medical firms and the proportion of ayurvedic firms is smaller than allopathy.
 According to a survey, the number of licensed practitioners of Ayurveda is
less than 3.7, a negligible amount compared to doctors of allopathy.
 Ayurvedic medicine needs time to heal compared to treatment with allopathy.

OPPORTUNITIES
 Dabur is the largest Ayurvedic medicine in the world and its export volumes
are constantly in demand in the foreign market
 Yoga and Hindu association are proving more beneficial to the global
penetration of ayurvedic medicines
 Internet: The number of internet users around the world has been growing.
That means there’s an opportunity to broaden their online presence; using the
internet to connect with their customers.
 E-commerce: The e-commerce industry has undergone a new phenomenon
and a increase in revenue. That means a lot of people are making online
transactions now. Dabur can gain money by opening and making purchases
through these online stores.

THREATS
 Low entry barriers: There are minimal to no entry barriers in the fruit drinks
market and there is competition in all forms and shapes. Even small to
medium-sized enterprises are setting up local production units which make
fruit juices.
 Companies Producing Ayurvedic Medicines and Allopathic medicines are the
major threats to Dabur.
 Since traditional practice of ayurvedic medicine is obtained, there are many
untrained professions that take up the profession