Rural Marketing Project
RURAL MARKETING PROJECT
DISTRIBUTION, MARKETING AND CONSUMER BEHAVIOR
COMPANY: SHETH BROTHERS
PRODUCT: KAYAM CHURNA
DATE: 2nd MARCH 2010
SUBMITTED TO:
DR.A.C.BRAHMBHATT
INSTITUTE OF MANAGEMENT
NIRMA UNIVERSITY
SUBMITTED BY:
VEDANT D. SHETH
ROLL NO 084158
MBA FB & E
INSTITUTE OF MANAGEMENT
NIRMA UNIVERSITY
ABOUT THE INDUSTRY
Ayurvedic medicines are produced by several thousand companies in India, but most of them are quite small, including numerous neighborhood pharmacies that compound ingredients to make their own remedies. It is estimated that the total value of products from the entire Ayurvedic production in India is on the order of one billion dollars (U.S.). The industry has been dominated by less than a dozen major companies for decades, joined recently by a few others that have followed their lead, so that there are today 30 companies doing a million dollars or more per year in business to meet the growing demand for Ayurvedic medicine. The products of these companies are included within the broad category of "fast moving consumer goods" (FMCG; which mainly involves foods, beverages, toiletries, cigarettes, etc.). Most of the larger Ayurvedic medicine suppliers provide materials other than Ayurvedic internal medicines, particularly in the areas of foods and toiletries (soap, toothpaste, shampoo, etc.), where there may be some overlap with Ayurveda, such as having traditional herbal ingredients in the composition of toiletries.
The key suppliers in Ayurveda are Dabur, Baidyanath, and Zandu, which together have about 85% of India's domestic market. These and a handful of other companies are mentioned repeatedly by various writers about the Ayurvedic business in India. Several small companies that have grown rapidly in recent years envision themselves as primary players in the Ayurvedic market.
The market for Ayurvedic internal medicines is dominated by Chyawanprash, an herbal honey comprised of about 3 dozen ingredients, with amla
DISTRIBUTION, MARKETING AND CONSUMER BEHAVIOR
COMPANY: SHETH BROTHERS
PRODUCT: KAYAM CHURNA
DATE: 2nd MARCH 2010
SUBMITTED TO:
DR.A.C.BRAHMBHATT
INSTITUTE OF MANAGEMENT
NIRMA UNIVERSITY
SUBMITTED BY:
VEDANT D. SHETH
ROLL NO 084158
MBA FB & E
INSTITUTE OF MANAGEMENT
NIRMA UNIVERSITY
ABOUT THE INDUSTRY
Ayurvedic medicines are produced by several thousand companies in India, but most of them are quite small, including numerous neighborhood pharmacies that compound ingredients to make their own remedies. It is estimated that the total value of products from the entire Ayurvedic production in India is on the order of one billion dollars (U.S.). The industry has been dominated by less than a dozen major companies for decades, joined recently by a few others that have followed their lead, so that there are today 30 companies doing a million dollars or more per year in business to meet the growing demand for Ayurvedic medicine. The products of these companies are included within the broad category of "fast moving consumer goods" (FMCG; which mainly involves foods, beverages, toiletries, cigarettes, etc.). Most of the larger Ayurvedic medicine suppliers provide materials other than Ayurvedic internal medicines, particularly in the areas of foods and toiletries (soap, toothpaste, shampoo, etc.), where there may be some overlap with Ayurveda, such as having traditional herbal ingredients in the composition of toiletries.
The key suppliers in Ayurveda are Dabur, Baidyanath, and Zandu, which together have about 85% of India's domestic market. These and a handful of other companies are mentioned repeatedly by various writers about the Ayurvedic business in India. Several small companies that have grown rapidly in recent years envision themselves as primary players in the Ayurvedic market.
The market for Ayurvedic internal medicines is dominated by Chyawanprash, an herbal honey comprised of about 3 dozen ingredients, with amla