Dabur India, the Indian FMCG ayurvedic major reported strong Q1FY24 earnings. The stock price jumped 3% intraday after the June Quarter 2023 result announcement. While rural volume growth has just turned positive for Hindustan Unilever (HUL) in Q1FY24, Marico is yet to witness green shoots in the rural arena. Overall, FMCG market reported volume growth of 4% in Q1FY24. Dabur India, reported rural volume growth of about 8%, well ahead of its peers. Rural India accounts for 50% of its business. Though general trade (GT) in rural areas have contributed handsomely to volume growth in Q1FY24, the company faced issues in modern trade and e-commerce. Dabur’s urban India volumes grew 10% YoY in Q1FY24 and overall volume growth in June quarter 2023 stood at 3% YoY. Excluding beverage volumes which were drastically impacted by unseasonal rains in April-June 2023 period, volume growth stood at 6% YoY in Q1FY24. The company reported consolidated revenue growth of 11% YoY in June Quarter 2023 despite adverse weather conditions in north India. Revenues stood at Rs 3,130 crore in Q1FY24.
Mohit Malhotra, CEO, Dabur India said, “India business grew by 8% backed by robust double-digit growth of our healthcare and HPC portfolio.” Dabur India has three main product categories, home and personal care (49% of revenues), healthcare (26.4% of revenues) and food & beverages (24.6% of revenues). Home and personal care reported 11% YoY revenue growth in Q1FY24.
Chyawanprash still underperforming, beverages impacted by unseasonal rains
Healthcare portfolio reported a 10.5% YoY revenue growth in Q1FY24. Digestive category saw a growth of 15% YoY on back of robust performance of Hajmula franchise. OTC portfolio grew by 24% YoY driven by double digit growth in Lal, Tel and Honitus. Health supplements category comprising power brands Chyawanprash and Dabur Honey reported muted growth. Speaking on Chyawanprash, Malhotra said, “Chyawanprash growth is still not back on track and is not growing as we would expect. Although it is a lower base for Chyawanprash, the decline in Chyawanprash is to a tune of around 9%”. And lastly Beverages & Food portfolio reported muted growth as beverages segment was impacted by unseasonal rains in north India. Food portfolio grew 35% YoY in Q1FY24.
Advertising expenditure rises 30% YoY in June Quarter 2023
Operating margins came in at 19.32%, up 6 basis points in June Quarter 2023 aided by lower material inflation.
With easing of raw material inflation over the past few quarters, the company aims to increase its investment in advertising, consumer and trade promotion. “We will be investing money back into advertising for surging demand and that’s what we’ve done and that’s why 30% growth in advertising in Q1FY24.” But how does it plan to combat inflation curtailing consumer spending? Retail rural inflation came in at 7.63% and urban retail inflation at 7.2% in July 2023. Overall retail inflation came in at 7.44%, a 15 month high.
Dabur’s innovation hotbed, future pillars of growth
Dabur is known for its power brands, Dabur Chyawanprash, Dabur Honey, Dabur Honitus, Dabur PudinHara, Dabur Lal Tail, Dabur Amla and Dabur Red Paste, Real Juices and Vatika. These power brands account for around 70% of Dabur’s sales. Post Covid, Dabur has metamorphosed its nascent online ecosystem into an innovation hotbed. For instance, baby care products are first introduced through e-commerce and after achieving a specific revenue target are brought into mainstream business. Dabur baby care products hit a turnover of Rs 20 crore in FY23. The company aims to achieve Rs 50 crore sales by the end of FY24. Similarly, Dabur Ghee has Rs 10 crore sales. Ayurvedic tea has crossed Rs 10-11 crore turnover. There are other new products doing well on e-commerce platforms waiting to be launched nationally such as Dabur Cool King, Odomos LVP, edible oil portfolio, health juices and Hajmola extensions (Limcola, Chatcola, Fantola). Hajmola extensions contribute around 10-15% of total Hajmola turnover. Dabur aims 34% of its business to be contributed by these innovative products in the near future. With retail inflation rising its ugly head again, innovation is the need of the hour.
