Dabur to double exports, launch brands abroad

India's leading ayurvedic drug maker and FMCG major Dabur India Limited on Thursday said it has evolved a multi-pronged strategy to double its export turnover and further enlarge its presence in the international market.

"We have drawn an aggressive plan to launch Dabur and Vatika globally, starting from the Middle East, Gulf Cooperation Council and SAARC countries. We will leverage the brand equity of these two brands in the region and offer a range of existing and new products under these brands," said Arvind Kumar, CEO, Dabur International Limited.

This will make judicious involvement of business partners; investments in brand building; new product introductions and adequate management attention to develop markets for these brands," he said, adding the strategy evolves around developing critical mass, creating structure and chalking out ways for integration through market definition and branding.

"The entire plan will be executed in the next two years by when we hope to double the export turnover from about Rs 86 crore (Rs 860 million) in 2003-04," he said, adding, export turnover in 2002-03 stood at Rs 29 crore (Rs 290 million).
             
Kumar said the increase in exports during last fiscal was largely on account of acquisition of the United Kingdom-based Rodrick Limited for about $5 million.

Dabur India has been selling its product in Dubai and GCC countries since 1992 through a franchise -- Redrock Limited.

Elaborating on the niche that would be targeted by these two brands, Kumar said Vatika will offer products that appeal to the younger segment of the market in the natural and herbal personal care and beauty care categories while Dabur will target the health conscious mature consumer.

Apart from taking two of the five power brands, the company would also be strengthening its international food supplement brand -- Nature4u -- which is currently being sold in the UK and EU, with global launches initially targeting the GCC, he said.

Nature4u has a range of about 13 food supplement products that are being sold only in the UK and EU. "We propose to strengthen this brand in GCC countries initially and will also add products based on consumer needs and consumption habits," Kumar said.