Accenture To Pen Daburs Sales Reform

Dabur India has commissioned Accenture to study its sales and distribution system. The management consultancy firm will provide the company insights into what are the changes that Dabur should contemplate to beef up its distribution systems and processes.

The study covers channel design, organisation structure, MIS support and the discount structures. The study would initially cover Dabur's strong markets -- north and the west-- and Accenture is expected to submit the first diagnostic report by the end of April. The company would then decide whether to retain the agency for the nationwide study. Dabur sells its product through some 16 lakh retail points.

 

Confirming the move, Sameer Duggal, director-sales and marketing, said, "Such an initiative is in line with Dabur's philosophy of constant improvement and is a part of the larger changes to make its approach more professional." But sources point out that it is the slowing growth this year that has forced the company to turn to an outside professional help.

In fact, last two years have seen Dabur trying to reorient itself as an fast moving consumer goods (FMCG) company and break out of the image of Ayurvedic product hawker. Simultaneously, the company had been pruning its low contribution brands and refocussing on its key brands in family and healthcare products. This is a second coming for Accenture in the last six months. Late last year, reportedly, Dabur had picked up Accenture to define clear roles and responsibilities of its board of directors and the chief executive officer to prevent any kind of overlap.