Dabur reduces strategic vision cycle time to three years as market proves volatile

Fast moving consumer goods business Dabur has reduced the length of its strategic vision cycle from four to three years as the sector faces a slowdown and Dabur aims to respond with a more agile organisation. 

“This exercise has already begun, and we plan to conclude the same by the end of the fiscal year,” said Dabur’s CEO Mohit Malhotra in an earnings call, the Press Trust of India reported. “This will enable us to capture emerging opportunities and navigate the future with sharper and more focused vision… earlier we used to have a four-year vision cycle… we feel that in this volatile and heavy-headwind macroeconomic environment and fast moving consumer goods not doing so well as a sector… we require a validation of our strategies through an external consultant.”

The move from four to three years is also in line with industry best practices, according to Malhotra. Dabur is currently in its seventh four-year vision cycle to date. By reducing its vision cycle period, the business will be able to adapt to changing market conditions more swiftly and stay up to date on industry dynamics. 

“This vision exercise will dovetail into the next year budgeting cycle also for us,” said Malhotra. “At the moment, we have not linked them to our target achievement. But that is something that we will contemplate after the exercise is over.”

Dabur’s external consultant will ascertain which of Dabur’s businesses are performing well. Dabur’s brands include Dabur Amla and Dabur Red Paste and its products range from rose water toners and hair oils to juice and health supplements, according to the business’ website.