Dabur India, the country?s fourth largest consumer expendables company by sales, is all set to go back to its roots and is betting big on its original portfolio of over-the-counter (OTC) ayurvedic healthcare products. The company, which retails brands such as Dabur, Vatika, Real, Fem and Hajmola, has roped in global consultant McKinsey & Co to chart out its roadmap for the next five years. Termed ?Vision 2015?, the plan also includes launching over half-a-dozen new OTC brands.
The consumer health division, which includes the company?s OTC healthcare range, currently contrib-utes around a fifth of its Rs 2,834-crore annual sales. Vision 2015, to come into effect from April 1, aims to triple the company?s OTC sales to over Rs 2,000 crore in the next five years. ?We do see healthcare and ayurvedic OTC business as being among the growth engines for Dabur and we are in the process of finalising the strategy for the same,? Dabur India vice-chairman Amit Burman told FE.
He, however, refused to share details of the new strategy on focusing on OTC or specifics on new categories that the company would get into. ?The new business strategy is still being formulated and would be implemented only in the new fiscal (2010-11). In the current fiscal Dabur has introduced over 20 new products and variants across categories like personal care, health care and foods,? he added.