Fast track
Dabur Foods has recently unveiled a 5-point growth
strategy to achieve Rs 500 crore turnover by 2010.
Aditi Gangavkar finds out more
The Indian government has declared
the food-processing industry as a
priority sector. While some industry
players are still eyeing this as an encouraging
initiative, there are a few others who have
already taken their first step to make the most
of this opportunity and Dabur Foods is one of
them. So, it doesn't come as a surprise when
we hear of the company's plans to achieve Rs
500 crore turnover by 2010 - a vision that it
cherishes to become a leading integrated
player in the fruit processing industry.
Interestingly, to offer a sound backing to
this vision, Dabur Foods has chalked out a
5-point growth strategy that includes building
multi-brand strategy to create new brands and
new categories, enhancing distribution and
visibility, becoming a leading processed fruit
exporter, building capacities across supply
chain and building a knowledge centre for all
fruit product categories. While the company
plans to work simultaneously on each of these
focus points, it hopes to achieve different
milestones and benchmarks at different times.
Expressing his views on this new initiative,
Amit Burman, CEO, Dabur Foods, says, "As
the market creator of packaged fruit juices in
India, we have not only led the segment with
innovation in our product offerings, but have
also taken the lead in re-defining traditional
marketing dynamics in the category. We are
now ready to enter the next stage by scaling
up our presence and working towards
establishing ourselves as one of the leading
integrated players in the Indian fruit
processing sector. Over the next five years, we
will continue to delight our consumers with
high-quality products and services and offer a
wide range of delicious and innovative blends
of Indian fruits and variants."
Sanjay Sharma, GM, Sales and Marketing,
Dabur Foods, has more to say about this new
growth strategy. "We believe that the five key
focus areas we have identified are the success
drivers for Dabur Foods. Each one of them
addresses a specific area that the company is
already present in and now is looking to scale
up its presence in."
Multi-brand strategy to create
new brands and categories
The first step in creating a multi-brand
strategy to form new brands and categories
would involve building a strong independent
identity for each of its brands like 'Activ' and
'Coolers' over the next five years. This would
be done by being responsive to consumer
needs and creating successful variants in each
of these brands. "We were the first Indian
company to introduce packaged fruit juices to
the Indian consumer. Today, we are the
market leader in the sector with our flagship
brand 'Real' commanding a 57 per cent
