Dabur, one of the leading consumer goods manufacturers is all set to reinvent itself. From being a common FMCG company, the company is likely to transform into a consumer healthcare company relevant to the current generation customers. For the Dabur, the 130 year old company the popular brands are Hajmola, Pudin Hara, Chyawanprash and Dashmularista. The branding as well as communication that catered greatly to the middle aged customers is all set to be revamped and recreated. This is a part Dabur’s ‘Getting Future Ready’ strategy.
The chief executive of Dabur, Sunil Duggal is giving a lot of focus on the organization in its future M&A, growth and innovation. The brands that are not seen to be relevant to the new generation customers will be re-engineered to meet the requirement. Every healthcare brand has to bring about change in this aspect. The air-care brand will be re-engineered to include the germ-killing attributes and Chyawanprash will be launched in other forms such as bars or tablets.
Regarding this, Duggal stated that if the company has to be relevant in the market for the next 130 years, then it has to be lively, engage and inspire the customers. Also, it has to focus a lot on the youngsters in the market as they are the consumers as well as employees. Basically, Dabur is getting future ready in terms of products, communications and the way it reaches the consumers and potential employees.
Dabur is implementing this move when three of its brands such as Vatika, Amla and Real have surpassed the Rs 1,000 crore turnover milestone.
The younger talent is also given the leadership roles in this system. Dabur is in plans to give larger roles and responsibilities to the younger talent in departments such as sales and marketing. This way, it has brought down the average age of its employees from 45 to 30s. The company has created a Young Committee and it is looking forward to attract and retain the young talent with the approach of smart work and not hard work.
