Dabur is venturing into international markets with its spice brand, Badshah Masala, anticipating a substantial contribution of around 4% to its international sales in the current fiscal year, as revealed by CEO Mohit Malhotra. Having acquired Badshah last year, Dabur aims to tap into the diaspora markets of the US, UK, and the Middle East.
Malhotra outlined the company’s strategic approach, stating, “First, we will consolidate in that region. We would use our Dabur distribution to spread out. Then, over a period of 2–3 years, we will expand it in the East, South, and North.” He emphasized the significant growth potential in the UK and US, where a considerable Indian diaspora provides a promising market for Indian spices.
Dabur’s CEO highlighted Badshah’s potential as a growth story, especially in the blended spice segment, where 80% of its business is concentrated. The company has already commenced international exports and is in the process of obtaining regulatory approvals while scaling up its manufacturing capabilities.
In addition to its global expansion, Dabur is strategically expanding Badshah Masala in the domestic market, initially focusing on the western region and subsequently expanding to the east, south, and north over the next 2–3 years. Malhotra expressed confidence in Badshah’s prospects, projecting high double-digit growth for the brand.
With a substantial presence in the unbranded spices and seasoning market in India, Dabur sees a significant market conversion from unbranded to branded products, with a robust growth forecast of 14–15% in the category. The company aims to leverage this market trend and establish Badshah as a key player in the branded spices and seasoning sector, contributing to the overall growth of Dabur’s food portfolio, which is projected to reach Rs 500 crore.