Dabur, a prominent FMCG entity, is poised to extend its global presence by promoting its spice brand, Badshah, aiming to make a significant impact on international sales, contributing around 4 per cent in the ongoing fiscal year. CEO Mohit Malhotra unveiled the strategic vision for Badshah, acquired by the company last year, stressing its pivotal role across both international and domestic markets.
The company is strategically targeting the diaspora markets in the US, UK, and the Middle East. It is actively engaged in obtaining regulatory approvals while enhancing manufacturing capacities. Concurrently, Dabur intends to launch Badshah Masala in previously untapped regions within India, such as North, East, and South, while solidifying its foothold in well-established markets like Maharashtra and Gujarat.
Malhotra expressed his positive outlook for Badshah’s growth trajectory, stating that their business was on an upward trend, and they anticipated it to contribute around 3-4 per cent to their global operations this year. He also mentioned their anticipation of strong double-digit growth in the future.
Emphasising the significant opportunities in foreign markets, especially in the UK and US, where substantial Indian diaspora communities have a strong affinity for Indian spices, Malhotra reaffirmed Dabur’s dedication to bolstering manufacturing capabilities to cater to the increasing demand.
Before Dabur acquired Badshah Masala, which deals with ground spices, blended spices, and seasonings, the brand had a limited presence in certain international markets. Now, the company has initiated exports through its distributors, indicating a proactive approach towards global expansion.
Malhotra highlighted Badshah’s success, emphasising that 80 percent of its operations revolve around blended spices, known for their higher profit margins. Within India, Dabur’s immediate focus involves consolidating Badshah’s position in the western region, capitalising on existing distribution networks. The company plans to gradually extend its presence to the East, South, and North regions within the next 2-3 years.
By acquiring Badshah, Dabur ventured into India’s branded spices and seasoning market, valued at Rs 25,000 crores. This strategic move leveraged the market’s swift transition from unbranded to branded products, poised for a potential growth rate of 14-15 per cent.
Dabur’s dedicated attention towards Badshah underscores its firm commitment to seizing both international and local prospects, positioning the company for considerable expansion while addressing the changing tastes of consumers in the spices industry.
