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How Dabur conquered the market

Updated: Jun 8, 2023

Dabur, the brainchild of Dr. S. K. Burman began its journey in 1884, marking the start of an inspiring Dabur history. It started with a small pharmacy in Kolkata, a humble beginning that featured strongly in the Dabur case study. His ingenious ideas, constant innovation, dedication, and determination led to transform this small pharmacy into a multi-crore company offering diverse products; from toothpastes to fruit juices. The product mix of Dabur began taking shape as it started its production unit in 1896 and became one of the first Indian companies to establish a R&D unit. Dabur’s expertise lies in the mix of science and Ayurveda to produce the best results for its products, a unique part of the Dabur Success Story.

Resurgence of Herbal & Natural products

Long before the term “natural products” could trend in the market, Dabur was the pioneer in manufacturing Ayurveda-based natural products, an integral part of the Dabur history. The Dabur case study showcases how it initially focused on diversification in business segments, concentrating on non- Ayurveda products. However, in 2016, they identified the market sentiment towards Ayurveda and natural products, which led them to refocus their strategies towards it.

Captivating Urban & Rural markets

One fascinating aspect of the Dabur Success Story lies in their pricing strategy. Dabur includes low-cost products to premium ones, captivated all the segments of the pyramid, demonstrating the strategic product mix of Dabur. Despite the price variance, Dabur continues to emphasize on quality products with competitive prices.

Expansion of business segments

Dabur adopted an approach to expand its market and make it as inclusive as possible by producing various products from foods to consumer health & care products. The product mix of Dabur is also mirrored in its overseas business portfolio, which largely carries personal care products. This strategic diversification in product expansion catering to different segments helped Dabur to also expand overseas, another vital milestone in Dabur history.

Affiliation with e-commerce platform

Another striking facet in the Dabur case study is its readiness to adapt to market trends. When e-commerce entered the Indian market space, Dabur was ready to take the plunge! Dabur started its e-commerce influence in 2017 when it affiliated with Amazon. Subsequently, it began distribution on other platforms such as Bigbasket, Paytm mall, Nykaa & 1mg, a move that has solidified the Dabur Success Story.

Today, Dabur holds a significant market share not only in its home country but also on foreign shores. It has expanded its markets beyond India to more than 100 countries like the UAE, UK, and US among others. Once a family-run pharmaceutical company has now managed to expand its horizons to include various products, echoing the adaptability showcased in the Dabur history. It shows us that, with the constant changing of times, innovation, strategic investments, and knowing the needs and interests of the market can help you go from a startup to a multimillion-dollar company.

To know more about Dabur’s journey to success, visit:


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