Harshit Asawa

2021MBA004
J.K LAKSHMIPAT UNIVERSITY

CAPSTONE REPORT

Declaration
I, Harshit Asawa, a student of Term-3 Pinnacle MBA (2021-23 batch) declare that this Report on
Capstone project 2022 on “Dabur India Limited” is entirely based on my work carried out
during the duration of the project and for educational purpose only.

Acknowledgement
I would like to thank Dr. Sarita Gupta, Dr. Praveen Arora for their guidance and support
throughout the capstone project. I would also like to thank my group members, namely Aryan
Khandelwal and Kartik Dubey for their cooperation and hard work.

Abstract
This is a report on the basis of work done for the capstone project. During this project, we studied
‘Dabur India Limited’, which is a leading Indian FMCG company, for the purposes of
competition analysis, evaluating financial soundness, identifying areas of improvement,
understanding the market situation and locating growth avenues. This has been done through
finding, analysing and understanding financial and non-financial data available for Dabur India
Limited and its competitors such as HUL, Marico and Bajaj Consumer Care Ltd. and through some
primary research.

INTRODUCTION-:
Harshit Asawa
2021MBA004
J.K LAKSHMIPAT UNIVERSITY

Dabur India Ltd. is one of India’s leading FMCG Companies with Revenues of over Rs 8,700 Crore
& Market Capitalizations of over Rs 80,000 Crore. It manufactures Ayurvedic medicine and natural
consumer products and is one of the largest fast-moving consumer good companies in India. 
Dabur is by far the leader with a 61% market share. 
Building on a legacy of quality and experience of over 135 years. 
 Dabur is today India’s most trusted name 
 USP - the world’s largest Ayurvedic and Natural Health Care Company. 
 Dabur India is also a world leader in Ayurveda with a portfolio of over 250
Herbal/Ayurvedic products. 

ABOUT CHYAWANPRASH-:
The flagship health supplement brand from the House of Dabur, Dabur Chyawanprash is known as
the elixir of life and is a time-tested Ayurvedic formulation of more than 41 Ayurvedic herbs that
aid in boosting the immune system, thereby protecting the body from everyday infections. 
Dabur Chyawanprash can be taken by any age group i.e., kids, adults, and old age people for health
benefits. 
Chyawanprash is one of the best products of Dabur with market revenue growth of 79.4%. As a
proven and rich source of vitamin C and antioxidants, Dabur Chyawanprash provides multitude of
health benefits like: - 
 Improving immunity  
 Purifying blood 
 Heart health 
 Preventing infections 
 Revitalizing skin 
 Clearing respiratory passages 
Chyawanprash is manufactured by various company which includes – Dabur, Patanjali, Zandu,
Himalaya and Baidyanath. 
 
 
Dabur have various types of Chyawanprash products available in the market like- 
 Dabur Chyawanprash (Original) 
 Dabur Ratnaprash 
 Dabur Chyawanprash (Sugar-free) 
 Dabur Chyawanprash for Kids in various flavours (Mixed fruit, Mango, Chocolate) 
 

FINANCIAL ANALYSIS -:
Harshit Asawa
2021MBA004
J.K LAKSHMIPAT UNIVERSITY

We analysed the 5-year financial statements of the Dabur Company & its competitors HUL,
MARICO & Bajaj company and tried to make interpretations out of them about the company. For
doing the same we calculated various ratios such as liquidity ratio, activity ratio, profitability ratio
& solvency ratios. Where we found out that Dabur was performing well on other aspects but was
inefficient in utilization of assets. 

Inferences drawn from Analysis of Annual Reports-:

The annual financial statements and other accompanying reports such as the directors’ report and
CEO statement, of Dabur India Limited, HUL, Marico Ltd. & Bajaj Consumer Care Ltd. were
studied for the five-year period beginning on 1st April, 2016 and ending on 31st March, 2021.
Strengths for DIL:
1. Strong short-term liquidity and long-term solvency
2. Negative cash conversion cycle
3. Decreasing Debtor Collection Period
4. Growing PAT margin
Challenges for DIL:
1. Inefficient utilization of assets available
2. Increasing inventory holding period
3. Long operating cycle
4. Lowest Returns on Assets, Capital Employed and Equity in comparison to the competitors

Problem Statement-:
In this case study, we found that Dabur is facing a major problem that Dabur Chyawanprash eats
mostly in the winter from a customer perspective instead of the whole year. The detection was only
made because they acknowledged that the product was "very heavy and hot". The consumer sees
the building of the immune system as a cure for coughs and colds. 
Therefore, we come up with a variety of ideas so that they can use Chyawanprash during the
summer to build up their immune system. The Product were-:

 Coolprash
 Thandprash Powder
 Breeze mouth freshener
Problem: Confinement of chyawanprash demand predominantly to winter months.
Harshit Asawa
2021MBA004
J.K LAKSHMIPAT UNIVERSITY

Reasons identified (from primary research):

1. Consumer perception of immunity building being freedom from cough and cold faced in
winters.
2. Chyawanprash is considered ‘heat producing’, which does not align with their summer
health issues.
Target consumers: To be addressed by the new variants being offered—
1. Whole family (for summer consumption)
2. Children (with better taste to keep them engaged)

4P’s of Marketing

Product (Cool Prash)-:

Cool Prash gives due importance on adding cooling herbs such as cucumber, beetroot, mint &
gulkand which not only cools your body but also strengthen your immunity, improve our skin,
protects you from diseases & makes you healthy. 
Tagline 
COOO-LALA 
Garmi Bhagaye, Thandak Pouch-aye 
 Reduce quantity of ingredients – Pippali, Clove, Ginger 
 Added quantity of ingredients – Cucumber Powder, Beetroot, Gulkand & Mint 
 Will be available in different size – 250g and 500g 
Harshit Asawa
2021MBA004
J.K LAKSHMIPAT UNIVERSITY

PRICE 
Our product price decision is based on 3 pricing strategies for customer satisfaction, goodwill &
market share. 
 Cost Based Pricing: With the addition of new ingredients & cooling herbs. Our
product will be stored &provided in airtight heavy plastic jars. So, our price will be: 
 250gm= Rs 99 
 500gm= Rs 185 
 Price Penetration - It would be launched by keeping an introductory price of Rs.89
for 250gm & Rs.175 for 500g for 6 months & afterwards Rs.99 & Rs.185. 

 
PLACE 
For our product Cool-Prash, we will be using the dual distribution strategy (general and
ecommerce) and the modern trade. 
We will be using our own website for direct selling & will also be considering other online
platforms and other retailers to increase the customer base and Revenue. 
We will be considering: - 
 Modern Trades - Supermarkets, Hypermarket, etc 
 General Trade – Company Websites 
 E-commerce Platforms – Amazon, D-Mart, Flipkart, etc 

PROMOTION 
 We will be using digital marketing to reach wider section like Advertisements on
the social media platforms and Influencer Marketing. 
 We use print media for Cool-Prash like Newspaper... 
 Use product combination like Wooden Spoons, Dabur product like Gulabari rose
water or Honey Free
Harshit Asawa
2021MBA004
J.K LAKSHMIPAT UNIVERSITY

NEW Business Unit

Factory location and Capital Equipment supplier for the new

product: 
After Finalising our new product, we need to set up an industry where we need to find the right place to build the
industry and where we need to buy equipment, how much it will cost for distribution, labour and service and
maintenance. 
By adding up all three costs i.e., 1. Capital Equipment Cost 2. Factory Site Cost and 3. Distribution Cost, we found
out that the total cost for setting up of business unit at minimum cost is in Solan with the supplier of Wonglepong
Australia (₹ 1,96,89,79,299.22). 

ORGANIZATION STRUCTURE-:
Harshit Asawa
2021MBA004
J.K LAKSHMIPAT UNIVERSITY

Unit Head

Operation
Manager Human resource
Technical Head
Manager

Logistic Manager Electrical Head

Line Manager Mechnical Head

Learnings
By doing this Capstone project, I learned how the different seemingly standalone disciplines we
studied over the first year of MBA course come together in the real world for many purposes
ranging from understanding the operations and current situation of a company to identifying and
addressing its problems. We have also understood how ideation and solution creation can help in
utilizing growth opportunities for the company.