Capex requirements are relatively low, so they are not altering their linear path significantly.

ZEE BUSINESS BEST B SCHOOL SURVEY

Rural India, on the other hand, is one area where the company seems to be on a more comfortable footing. Duggal is confident that as long as there is money in the pockets of farmers, the fortunes of the company are secure. While Dabur does not have an ITC e-Choupal or HUL Project Shakti like story to tell regarding its rural market foray, the company has done a lot of capex to strengthen its core brands like Vatika, Amla and Gulabari in these markets. the company has gone beyond tradtional media like radio, TV, et al to engage directly with the customer through events like Banke Dikhao Rani pratiyogita with Dabur Amla Hair Oil, or Koyal Punjab Di contest with Vatika and Miss Fresh Face of UP model hunt with Dabur Gulabari.

The economic slowdown, on the other hand, does not have a significant impact on Dabur''s plans, except that, the company may be more cautious in taking up a big ticket international acquisition at the moment. Being debt free, and having made the Fem acquisition on internal cash accruals, Dabur has no problems with the liquidity crunch either. Capex requirements are relatively low, so they are not altering their linear path significantly. While that is a good thing, it also signiies that while Dabur may have put up a more aggressive face in recent times, it is still a company that is relatively slow with regard to its forward movement in the market, and the company has a more stable growth chart as opposed to a risk laden one.


For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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