Chapter II-Company Profile

Zandu Ayurveda
1.1 HISTORY
Established in 1910 by Pattani, Prime Minister of the erstwhile state of Bhavnagar, Zandu went
public in 1919 with the issuance of stocks
The company derives its name from Vaidhya Zandu Bhattji, the original founder of the firm
named Zandu Pharmaceuticals. He was a renowned Vaidhya not only of Gujarat but India in late
19th century and early 20th century. The Vaidhya family's stake has been sold to Emami recently
The inception of Emami Group took place in the mid 1970s when two childhood friends, R S
Agarwal and R S Goenka, left their management jobs with the Birla Group to set up Kemco
Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit in Kolkata in 1974. At that
time the Indian FMCG market was still dominated by multinationals.
The company was established with modest capital of Rs. 20,000 and started manufacturing
cosmetic products as well as Ayurvedic medicines under the brand name of Emami from a small
factory in Kolkata, targeting sales at the Indian middle class.
In the early days the founders personally sold their cosmetics from shop to shop, using handpulled rickshaws. They soon established recurring consumer demand, and gradually hired
additional staff. A chain of distributors was established and the sale of Emami products spread
from West Bengal to rest of Eastern India and gradually to other states. Emami Talcum, Emami
Vanishing Cream and Emami Cold Cream sold well. The company's marketing techniques were
to sell dreams of beauty to Indian women using radio and TV advertising.
In 1978, Agarwal acquired Himani Ltd, a privately owned cosmetics company with a factory in
Kolkata. The business of Himani was almost 100 years old, although it had only been
incorporated in 1949 as a Private Ltd. Company; it had a good brand equity in Eastern India, but
was in financial trouble. Agarwal and Goenkamanaged to restore it to profit, at considerable risk
considering the small capital base of their own company at the time; this later proved to be the
turning point for their business.

Agarwal decided to produce health care items and toiletries based on Ayurvedic preparation in
the Himani factory. Ten years after commencement of the company, it launched Boroplus
Antiseptic Cream under the Himani umbrella in 1984. This became a flagship brand and was
extended to other products such as Boroplus Prickly Heat Powder. Emami brands started selling
in all states of North, East and West India. Today Boroplus is not only the largest selling
antiseptic cream in India but also in Russia, Ukraine, and Nepal.
In the 1983 Bollywood film Agar Tum Na Hote, one of the earliest brand placement campaigns
was achieved with lead actor Rajesh Khanna playing the managing director of Emami.
In the 1990s, Emami launches another flagship brand under the Himani Umbrella, Navratna Cool
Oil, and expanded production by opening its second factory, at Pondicherry.
The introduction of new brands continued and the company extended its distribution network to
South India, with Navratna spearheading the process. In 1995, the partnership firm Kemco
Chemicals was converted into a Public Limited Company under the name Emami Ltd. In 1998,
Himani Ltd was merged into Emami Ltd.
In 2000, with a view to concentrate on its core FMCG business, Emami's investment undertaking
was demerged by issuing shares in Pan Emami Cosmed Ltd to shareholders of Emami. In 2003 a
new factory unit was set up at Amingaon, Guwahati. A public issue of 5 million equity shares at
Rs.70 followed in 2005. The issue was oversubscribed by 36 times. The share price later rose to
Rs.210.
In 2005 Emami launched Fair and Handsome, the first fairness cream for men.

In 2006 the company decided to introduce a Health Care Division and a number of new brands
of Ayurvedic OTC medicines.
Among the brands created by the company, annual sales of Navratna are at Rs. 3 billion followed
by Boroplus at Rs. 2.50 billion and Fairness at Rs. 1 billion. Sona Chandi Chyawanprash,
Menthoplus and Fast Relief also among the top brands in their respective categories.

In 2006, J B Marketing & Finance Ltd., the erstwhile marketing company of the Emami Group
merged with Emami Ltd. and the total turnover of Emami including sales in domestic and export
market stood at Rs 5.16 billion at the end of the fiscal year 2006-07.
Emami Limited acquired a major stake in Zandu Pharmaceuticals Works Ltd, a century-old
household name in India, for Rs 7 billion. Emami added some of Zandu's prominent brands like
Zandu Balm, Zandu Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan and
Nityam Churna to its own range.
Within three decades, the company has grown to Rs. 10 billion Emami Ltd under the Rs.
30 billion Emami.

1.2 PRODUCT PROFILE

Zandu offers a wide range of products from healthcare to lifestyle. A Select few are:
Lifestyle and immunity products

Zandu Chyavanprash

Its high Amla content, a rich source of Vitamin C together with other nutritional herbs helps in
building body resistance against common ailments like cough and cold, weak digestive system &
promotes all round physical and mental health.

Zandu Sona Chandi Chyawanprash

"Immunity PLUS Mind Power" - Ordinary Chyawanprash provides you with immunity, but just
immunity is not enough in today's competitive world. To stay ahead in life you need the power
of "PLUS".
Only Zandu Sona Chandi Chyawanprash "Plus" offers you Immunity + 3 Mind Benefits of
Alertness,

Better

Memory

&

Concentration

owing

to

the

presence

of

NNA.

Natural Nootropic Agents (NNA) are traditionally known ayurvedic ingredients like Brahmi,
Almond oil, Shankhapushpi, Ashwagandha, & Jyotishmati which has been scientifically proven
to improve memory, learning and concentration.

Pain relief products

Zandu Balm

Zandu Balm is India's No 1 pain relieving balm. It is an iconic brand of Zandu portfolio and
become a generic name for balms for most of the consumers. It is a trusted balm for over a
hundred years. Zandu Balm is synonymous for headache, body ache and cold remedy and
considered

as

the

best

in

thecategory.

Zandu balm is one of the biggest pain management brand and available in more than 5 Cr. Indian
household across geographies. It is also highly distributed pain management brand with coverage
of more than 13 Lakhs retail outlets across India.

Child health care products

Brento
Brento contains ingredients traditionally known as Medhya Rasayna which have been
used since ancient times in conditions such as cognitive dysfunction, mental debility, lack
of concentration. For paediatric patients, helps correcting disorders such as dyslexia and
hyperkinesis. Improves minor mental disorders. Brento induces mild tranquilizing effect
and helps reduce anxiety

The benefits of Brento are;

Promote physical growth

Promote mental growth
Build immunity
Provide balanced nutrition

1.5 Present market share

The Zandu Ayurvedic (including ayurvedic generics, OTC and ethical products) grew

by 36% in FY14
The Zandu portfolio contributed Rs 400 crore and accounted for 22% in Emami's

total turnover of Rs 1,821 crore in the previous fiscal.

Emami.has a 23,000cr market capitalization

1.6 FUTURE STRATEGIES

Zandu bring to consumers, products that are of the highest quality and safety and is nonnegotiable. R&D is also critical in ensuring regulatory compliance of all international

products.
Zandu is also keenly focused on strengthening its presence in global markets and hence is
taking active part in tapping the consumer habits, attitudes and newer insights for product

development.
Zandu recently laid special emphasis on international operations. Zandus Ayurvedic
Herval Health Care products are available in all international markets including the USA,

parts of Europe, South East Asia and Africa.

Zandu is commited to its Vision to add a new lease of life for Ayurveda and also make it
emerge as most powerful form of medicine make it the ultimate solution for all health
problems and create an awareness about the ancient Indian tradition across the world and
make Ayurvedic medicines more accessible to the common man thereby establish the

leadership of Ayurveda across all spheres of medical science.

This year, Emami company plans to launch Zandu Nityam tablets in the constipation

category selectively and graduate it into a national brand campaigns.

The healthcare business (including ayurvedic generics, OTC and ethical products)

grew by 36% in FY14

The Zandu portfolio contributed Rs 400 crore and accounted for 22% in Emami's

total turnover of Rs 1,821 crore in the previous fiscal.

The year 2014-15 is expected to be landmark year for Zandu Pancharishta by
focusing on the key areas of creating further awareness through communication,

friendly packaging and aggressive distribution drive.

Zandu Vigorex shall be further strengthened by highlighting the unique proposition of

the brand supported by steady communication.

The company also said it intends to invest aggressively in brand spending, marked
by celebrity endorsements.

1.7 Achievements

1. Zandu set up a 'Rasa Shala' to manufacture products for his personal practice, according
to the tenets of Ayurveda which deals with the fundamental principles in nature that
underlie the creation, preservation, and restoration of health and the promotion of
longevity.
2. Early 1900
His grandson Shri Jugatram Vaidya, inspired by the rich tradition, decided to start a
pharmacy to manufacture and market Zandu's Natural Herbal products (Ayurvedic
Products).
October

1910

In this endeavour, Shri Pattani Prime Minister of the erstwhile state of Bhavnagar, and
Shri Mathura Das Parikh assisted him. Thus, in the city of Mumbai, the trusted
indigenous pharmaceutical Zandu was established.Since
3. 1911
Zandu signifies ayurvedic healthcare remedies which mean quality.In 1919
The great success received in the first 9 years necessitated immediate extension of the
production capacity. Zandu thus went public with the issuance of stocks.Since
4. 1940
With the aid of modern equipments Zandu manufactures a wide range of Ayurvedic
products; specialised in Rheumatology, Gynaecology and CNS (Central nervous system)
etc.Post
5. 1960s
Using as many as 200 medicinal plants and their extracts, Zandu produces a range of over
300 health promoting products. In fact, Zandu products hold the key to health and
longevity. The products are manufactured at several up to date plants all across the
country.In
6. 2008
Emami acquired Zandu from the Parikh family for approximately Rs 730 crore. This has
been a major step for both the firms.Early
7. 2009
Post acquisition, Emami and Zandu was merged. It undertook a major revamp of the
Zandu products. It launched the re-vamped Zandu Kesri Jeevan, Zandu Chawanprash,
Zandu Honey, Zandu Pancharishta and Nityam Churna.
8. 2009
Zandu Foundation for Healthcare

ZFHC with modern facilities conducts and promotes R & D in the field of health with
emphasis on Ayurveda to fulfill its social commitments. To augment the natural sources
of crude drugs and meet the increased demand for endangered medicinal plants is the
prime objective of ZFHC.Wide array of ambassadors were signed on for Zandu products,
including Pt Birju Maharaj, Bollywood star- Malaika Arora Khan, Southern super stars Suriya and Mahesh Babu, Indian cricketers - Amit Mishra, Virendra Sehwag, Dinesh
Karthik, MS Dhoni, Sac

1.8 Financials

The healthcare business (including ayurvedic generics, OTC and ethical

products) grew by 36% in FY14

The Zandu portfolio contributed Rs 400 crore and accounted for 22% in
Emami's total turnover of Rs 1,821 crore in the previous fiscal
Zandu being a part of Emami group, the consolidated financial is listed below;

Sources Of Funds
Total Share Capital
Equity Share Capital
Share Application Money
Preference Share Capital
Init. Contribution Settler
Preference Share Application Money
Employee Stock Option
Reserves

March 2015

March 2014

22.70
22.70
0.00
0.00
0.00
0.00
0.00
1,207.94

22.70
0.00
0.00
0.00
0.00
0.00
909.42

Net worth
Secured Loans
Unsecured Loans
Total Debt
Minority Interest
Policy Holders Funds
Group Share in Joint Venture
Total Liabilities

1,230.64
19.29
0.12
19.41
4.56
0.00
0.00
1,254.61
Mar '15

932.12
21.77
0.04
21.81
0.01
0.00
0.00
953.94
Mar '14

12 mths

12 mths

625.84

546.64

Application Of Funds
Gross Block
Less: Revaluation Reserves

0.00

0.00

Less: Accum. Depreciation

172.94

150.78

Net Block

452.90

395.86

Capital Work in Progress

28.77

11.91

Investments

501.27

295.84

Inventories

126.65

141.15

Sundry Debtors

102.67

79.29

Cash and Bank Balance

354.11

269.96

Total Current Assets

583.43

490.40

Loans and Advances

109.95

108.27

0.00

0.00

693.38

598.67

0.00

0.00

Current Liabilities

285.44

210.07

Provisions

136.28

138.27

Total CL & Provisions

421.72

348.34

Net Current Assets

Fixed Deposits
Total CA, Loans & Advances
Deferred Credit

271.66

250.33

Minority Interest

0.00

0.00

Group Share in Joint Venture

0.00

0.00

Miscellaneous Expenses
Total Assets
Contingent Liabilities
Book Value (Rs)

0.00

0.00

1,254.60

953.94

118.22

108.87

54.22

Chapter IV- Comparative Analysis

4.1 SWOT Analysis

SWOT Analysis
1. Present in the market for last 100 years, thus has a kind of legacy and
Indianness associated with it and very well accepted in the market.
2. One of the power brands of Emami and assumes the leadership position in
the product category, it ranked no. 3 in the OTC personal care category as per
brand equity most trusted brands.
3. Availability in smaller containers of 1.2 ml ensures customer affordability
and wider reach.
4. Celebrity endorsements by people from diverse fields further strengthen
the brand
5. Good availability and distribution due to strong parent brand
Strength

6. It enjoys a very strong distribution network

1. It does not have any differentiating ingredients; all of its competitors claim
to have the same methyl salicylate and herbal ingredients as Zandu.
2. Involvement in controversies over copyright violation of Zandu balm with
Dabangg though gave it publicity but negatively affected the brand image.
3. Emamis own brand Mentho plus also caters to the same segment giving

Weakness

rise to cannibalization.
1. It has such intense emotional bonding with its users that every consumer
research on packaging throws back a design that is closest to the original
pack.
2. By Munni( malaika arora) doing a special ad for zandu, the brand would
benefit from the success of movie Dabangg too.

Opportunity

3. Sedentary lifestyles will create a fresh demand for pain relievers

Threats

1. The Brand is moving towards becoming generic with such long years of

existence in the market. In 2010, the name being used in a movie song caused
a lot of furore.
2. Pain relief sprays might act as substitutes and hurt the entire category
3. Cheap imitation products
Competition
1. Amrutanjan balm
2. Mentho Plus balm
Competitors

3.Tiger balm

4.2 McKinseys 7S Model

The McKinsey 7-S model involves seven interdependent factors which are
categorized as either "hard" or "soft" elements:
Hard Elements

Soft Elements
Shared Values

Strategy

Skills

Structure

Style

Systems

Staf

Strategy: The healthcare business (including ayurvedic generics, OTC and ethical products)
grew by 36% in FY1

The company also said it intends to invest aggressively in brand spending, marked by

celebrity endorsements.
The Zandu portfolio contributed Rs400 crore and accounted for 22% in Emami's total

turnover of Rs 1,821 crore in the previous fiscal.

The year 2014-15 is expected to be landmark year for Zandu Pancharishta by focusing on
the key areas of creating further awareness through communication, friendly packaging
and aggressive distribution drive.
Zandu Vigorex shall be further strengthened by highlighting the unique proposition of the
brand supported by steady communication.

Systems: Zandu is dedicated to finding, developing and retaining the best people for their
company. In return, they aim to make sure that their employees are happy and motivated .They
work in a family environment and value a long term and stable relationship with employees.

Shared Values:

Commitment & loyalty to institutional values and principles

Integrity
Customer orientation
Leadership and innovation
Attention to detail
Teamwork & team environment
Simple living, high thinking
Social responsibility
Environmental safety