The ongoing Covid-19 pandemic has ushered in change. If it brought some business to a standstill, it also led to the grand transformation of several FMCG behemoths — from slow process-oriented elephants into nimble panthers. Especially remarkable is the case of Dabur India. The 137-year-old company demonstrated a feline-like speed and ferocity in pouncing on new opportunities, overhauling its go-to-market strategy and capitalising on its ayurvedic lineage.
Despite a washed-out Q1 due to the national lockdown, the home-grown FMCG major registered a 10 per cent growth over the past fiscal in consolidated revenues in FY 21 at ₹9562 crore, with gross sales crossing the ₹10,000-crore mark for the first time. The India FMCG business of the company grew by about 15 per cent for the fiscal year.
As Indian consumers turned to immunity-boosting remedies such as Dabur’s Chywanprash and Honey to cope with the once-in-a-century health crisis, the company added a cool ₹500 crore to just its annual health supplements business. Combined with its Ayurvedic OTC and Ethicals business (which comprises products like Rheumatil spray relief ), Dabur’s overall healthcare piece grew by about 32 per cent. Beyond healthcare too, the company gained market share across key categories including oral care, personal care and packaged juices and nectars, even as it decided to ramp up its food offerings with the Hommade brand.
Founded in 1884 in Bengal by Dr SK Burman to produce and…