By Suhani Adilabadkar
Dabur India is home to over 400 trusted products and more than 1,000 SKUs. Apart from being a strong domestic player in the fast moving consumer goods (FMCG) space, it has a footprint across 100 countries and overseas revenues make up 28% of its total turnover.
Dabur continued with its strong September double-digit revenue growth momentum by posting the strongest volume growth in the FMCG space in the quarter ended December 2020. It also posted its highest ever net profit (PAT) and revenue in Q3 FY21.
E-commerce channel now contributes to around 6% of Dabur’s business
As raw materials prices firm up, Dabur aims to manage operating margins through price increases and cost optimizations measures
Dabur Chyawanprash has 60% market share and Dabur Honey 40% market share in their respective segments
Healthcare business contributed 44% to total domestic FMCG revenues in Q3 FY21 doubling over the past 2-3 years
FMCG business sees strong growth in Q3
Dabur saw robust revenue growth of 16% YoY in the quarter ended December 2020, driven by healthcare and home & personal care (HPC) segments. Revenue from operations came in at Rs 2,728 crore compared to Rs 2,353 crore a year ago. Dabur’s domestic FMCG business reported stellar growth of 19.5% on the back of 18% volume growth. International business grew at 13% in Q3 FY21. Operating profit came in at Rs 574 crore rising 16.5% YoY. Margins were steady at 21% in quarter ended December 2020 aided by lower input and employee costs, and other expenses
Net Profit increased 24% YoY to Rs 492 crore in Q3 FY21. Mohit Malhotra, CEO at Dabur said that the strengthening of the company’s core healthcare portfolio with heavy investments behind power brands helped the company. This, coupled with investment in expanding Dabur’s rural footprint served the company well, he added.
Pandemic tailwinds help Dabur soar
One product that got a boost due to the pandemic is Dabur’s chyawanprash. The product’s pre-Covid penetration levels used to be as low as 2% in India. Nine months after the pandemic broke out, the product’s penetration has increased by more than 400 basis points. For Dabur, revenues from chyawanprash, which garnered roughly Rs 10 crore in Q1 FY20, rose seven-fold YoY in the quarter ended June 2020.FY21 This quarter is usually considered an off-season for the product.
The chyawanprash brand is one of the nine power brands that make up 70% of Dabur’s total business. Chyawanprash, along with honey, is part of the company’s health supplement sub-segment of the healthcare vertical. Apart from the health supplements business, which grew 35% YoY, digestives, OTC and ethicals also form part of the healthcare vertical. Growth in OTC revenues was 34% YoY, which was driven by the Honitus, Lal Tail and Shilajit portfolio. Ayurvedic ethical revenues also rose 23% YoY.
Revenues from digestives were flat, impacted by lower out-of-home consumption. On an aggregate basis, healthcare revenues rose by a robust 28% YoY. Home & personal care saw 16% YoY growth in revenues in Q3 FY21. It comprises oral care, skin care, hair care, shampoo and home care segments. Oral care was the star performer with 28% revenue growth, driven by Dabur Red, Meswak and Babool franchises growing in double digits. Hair oils returned to positive growth in Q3 after three consecutive quarters, with revenues rising 12% YoY. The shampoo portfolio’s revenues jumped 27% YoY and its market share increased by 50 basis points to touch 6.5%.
While skin care revenues grew 9% driven by strong growth in Fem hand wash portfolio, home care reported a muted performance (1% fall in revenues). This is because the air fresheners and mosquito repellent cream category continued to be under pressure, reporting a high single digit decline. The foods segment reported 5% YoY revenue growth, despite HoReCa and CSD businesses operating at lower than pre-Covid levels. Excluding HoReCa and CSD, food business registered growth of 16%. Real, Real Activ and culinary range under the Hommade brand constitutes major brands under Dabur’s food segment.
Dabur’s new product strategy pays dividends
Like all companies, the pandemic has changed Dabur. The company has embarked on a journey of innovation, getting into categories much larger than its existing ones and launching a slew of new products. Moving away from its core strategy of catering to the high margin discretionary segment, the company has widened its product basket encompassing multiple demographics through product innovations and low unit price points (LUPs) to capture the downtrading trend across segments post Covid.
The company has been building its LUP portfolio for the last two years. Hair oil, shampoo, oral care now offers accessible price points up to Rs 10. Babool, Meswak and Dabur Red toothpaste are available in Rs 10 packs and so is the recently launched Koolerz brand. In fact, the company is also working on healthcare products. They will mostly be available in large packs.
Dabur’s innovation spree has taken analysts by surprise. After adding immunity boosters such as tulsi and haldi drops, as well as amla juice to its product stable, the company introduced ghee, which piqued analysts’ and customers’ interest alike. New products which formed a low 1.5% of total revenues till last year now account for about 6%.
To promote these new launches, Dabur intends to increase its advertising and promotional expenditure to 12% from 7-8%. The rise in spending is similar to HUL. The company has also augmented its direct reach in general trade to 1.3 million by December quarter FY21 from 1.2 million outlets in March 20 .
Riding on the healthcare business
Dabur’s nine power brands– Dabur Chyawanprash, Dabur Honey, Dabur Lal Tail, Dabur Honitus, Dabur Pudin Hara, Dabur Red Paste, Dabur Amla Hair Oil, Vatika and Réal fruit juice account for more than 70% of its total sales. Five of these power brands—Chyawanprash, Honey, Lal Tail, Honitus and Pudin Hara belong to the healthcare segment. Dabur Chyawanprash has 60% market share in a Rs 1,000 crore category. And in the honey segment, the company has 40% market share in the Rs 1,500 crore category.
With such robust brands in its fold, the healthcare business contributed 44% to total domestic FMCG revenues in Q3 FY21, doubling over the past 2-3 years. As consumption patterns shifted towards immunity boosters and preventive healthcare products, Dabur is in a win-win situation. The healthcare segment has grown 29%, 50% and 28% YoY in the first three quarters of FY21. Majority of Dabur’s new product launches have also been in the healthcare space, ranging from vedic suraksha tea to ayurvedic nasal drops, giloy-neem-tulsi juice and cow ghee. And currently, 50% of its healthcare portfolio is made up of immunity boosters.
Covid-19 has been a growth catalyst for Dabur, and with strong momentum in healthcare, the company is leveraging this tailwind to strengthen its business further through innovation, distribution enhancement and higher visibility.