The Hindu Business Line : Dabur plans UK, US foray next fiscal

DABUR India Ltd (DIL) is planning to enhance focus on international operations. The company is eyeing entry into the US and the UK markets for herbal nutritional supplements and the Russian market for products such as Chyawanprash next fiscal.

Also on the anvil is establishment of an Export Oriented Unit (EoU) in a free-trade zone within the country that will cater exclusively to export of ayurvedic healthcare products to other developing markets. "We have identified international operations as one of the main growth drivers for Dabur India. Besides trying to open up new markets for our products, the company will also invest up to Rs 20 crore in setting up an EoU. Work on the EoU will begin next fiscal," the Chief Executive Officer, Mr Sunil Duggal, told reporters here.

He said a separate EoU was being contemplated since packaging and other requirements of each overseas market differ to a large extent. He said the company is examining suitable sites for setting up this EoU, which is expected to become operational by 2007.

Mr Duggal said the $8-billion herbal nutritional supplements market of the USA offered a very large, untapped potential and DIL was negotiating with potential partners who can offer logistical support. Also, similar plans are afoot for the UK, Russian and CIS markets.

He said the international business is expected to contribute Rs 250 crore to DIL's topline in the next two years. At present, Dabur International — the hub of DIL's international businesses — is based in Dubai with operations spread across the Middle East, Asia, Africa, the UK and the US.

While acknowledging that there has been some delay in setting up a manufacturing joint venture in Pakistan, he said the venture would be set up next fiscal. Mr Duggal also said that while production at the Nigerian plant has already begun, DIL is setting up its third manufacturing plant in Dubai.

Talking about new products the company is planning to launch next fiscal, he named a cold cream under the Anmol brand and either a soap or a fairness cream under Vatika.

On the company's plans to target the South Indian markets aggressively, Mr Duggal said that though these plans have been somewhat delayed, the renewed focus on the South is expected to commence soon.

Corporate identity

Dabur today unveiled its new corporate identity, after nearly two decades of sporting the banyan tree. The new identity, which has the tree in a younger look, in form and colour, and a new brand essence line "celebrate life", was unveiled by the Chairman, Mr V.C. Burman and CEO, Mr Duggal.

"Over time, we felt that Dabur's brand equity had to become more cohesive and in sync with its brand architecture and therefore a change was required. At the same time, it was also important to maintain continuity as the banyan tree was so closely identifiable with Dabur," Mr Duggal said.

He said the burst of leaves and their colours in the new identity signify growth, rejuvenation and inner strength. The form and colour of the trunk convey growth, youthfulness and stability. Also, the Dabur font has been changed, maintaining design cues from the previous font.

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