Do you know this name???

DHARAMPAL GULATI

Dont know who he is??

Confused???

Recognize this
man???
Sure you do

Why do most of us not know

Dharampal Gulati by his name??

MDH waale DADDU

He has put the organization before himself

This man is the literal example of popular drakes

song started from the bottom now were here

First MDH shop setup in Karol

Bagh, Delhi

One of the many MDH stores in

India

EARLY LIFE
Born on 27th March 1920 in Sialkot, Pakistan
In 1933, drops out of school before completing class 5
Joins his fathers(Chunni Lal) business

 Worked as Sales boy selling mehndi

In 1937, commences his entrepreneurial
journey
Sets up a small business of looking mirrors
Got married at the age of 18
Participated in India's freedoms struggle

Early refugee days with Tonga

Mr. Dharampal Gulati
with his wife Lilawati

 Relaunches Deggi Mirch as MDH in central

Delhi in 1948
1954 sets up Roopak Stores in Karol Bagh

STRUGGLES
In Partition he lost all of his business.
It forced him to move to Delhi as refugee along

with his family.

Carried only 1500 INR with him
Bought a Tonga for living. (Took it as an
opportunity to know the city)
Earned 2 aanas per trip and had to deal with
drunk passengers many a times.
After saving some money , he setup his old
business of spices at Delhi.

BUSINESS STRUGGLE
Major struggle - establish a niche in the
largely unorganised spice market.
People suspicious about packaged items as
it could be adulterated
To add credibility and reinforce quality
standards , he stamped his own face on
products

STORIES OF DECEIT
Adulteration in spice by contractor development of own

manufacturing unit
Treachery by childhood friend - took commission
People stole formula of spice started a new brand
Property issues with family
Brother demanded the partition in property, Gulati ji has
single headedly stood the whole business empire.
Didnt want bitter relations, hence agreed for the
partition.
Gulati believes that these hardships were instrumental in
his success.

CRISIS FACED IN THE

YEAR 2006
Feb 2006 - Food Standards Agency of
UK asked to withdraw MDH Sambar
Masala
Contamination with Sudan I a
carcinogenic dye
The entire batch recalled immediately
Produced new ones without the dye

ADVERTISING
STRATEGY
Even when fledgling business - advertised
his products for the first time in vernacular
newspapers such as Pratap , an Urdu
newspaper.
Gulati believes in running a tight ship did
not hire any advertising agency till date.
Dharampal appears in every add of his .
He believes that the fact of quality should be
reiterated

 Understood the psyche of the people

Used catchy phrases in campaigns like MDH Masale

Sach Sach to emphasize on quality of the products

Aggressive press add campaign in 1948 in Pratap, a
popular newspaper among Punjabi refugees
In 1984, the first TV commercial was launched,
featuring Gulati ji.
Since then, Gulati ji is the brand ambassador of
MDH
Not just the advertisements but even the packaging
of all his products has his face

 Major Competition from Catch and MTR

India consists of about Rs. 1,500 crore branded
spices market and the unbranded spices market
is over Rs. 5,000 crore
He understood the fact of market being large
and to be in market quality is the key
Currently MDH is having 52 spice blends
while its closest competitor MTR has 34 blends
Currently the spices and blends are exported to
the United States of America, Canada, United
Kingdom, Europe, South East Asia, Japan,
U.A.E. and Saudi Arabia

PRODUCTS OFFERED BY MDH

Apart from his exotic and world renowned
Indian Spices, MDH has also ventured into
manufacturing and selling incense sticks,
hing, toothpowder and soya.

It specializes in several unique

traditional blends of spices suitable for
different recipes.
Some of them include
Chana masala,
Garam masala
Chunky chat masala
Kitchen king
Chicken masala

CORE VALUES AND

LEARNINGS
Give to the world the best you can, and the best
will come back to you automatically
Be Loyal and consistent towards your work.
When you keep your eyes on the target and never
compromise with hard work then you will see
through success and you will not even realize it.
Having an indomitable will of serving customers
and completing commitments has helped
Mahshay Dharampal overcome challenges and
lead the business in varied countries of the world

CORE VALUES AND LEARNINGS

The way you speak to people and the respect
you show towards others is what will determine
what others think of you
Build a strong foundation for daily
processes.Growth in the future is dependent
on the strength of the business's foundation.
"You have to have very strong processes that
are standardized and repeatable, which allows
you to do business,

CORE VALUES AND

LEARNINGS
"The key is to focus on standardized
processes so quality doesn't suffer as
you continue to grow."
"As we build our business, we constantly
have the customer and client in mind,"
Dont innovate for the sake of
innovating. Our innovations must satisfy
the customer's needs.

PHILANTROPHY
WORK
Parentswere followers ofArya Samajhence
lend their hands for help and services.
Started with 10 beds eye hospital at Arya
Samaj, Subhash Nagar, New Delhi during
November 1975
1984 - 20 beds hospital in JanakPuri and
later 300 beds in 5 acres land, super specialty
hospital MRI, CT Scan, Heart Wing, Neuro
Sciences
Today also poor people treated for free

MDH International School

Mata Chanan Devi

Hospital, Delhi

PHILANTROPHY
WORK
Started 20 schools for the benefits of the
society
Uplifting of girls - One of their greatest
benefactor
Sponsored clothing, books, school fee
Give to the world the best you can, and the
best will come back to you automatically
proverbial come true

PHILANTROPHY
WORK
Mahashay Dharampal M.D.H Arogya Mandir
(Faridabad - Haryana)
Mahashay Dharampal M.D.H Ved Research
Foundation (Kalikat Kerala)
Mahashay Chunilal Homeopathic Dispensary,
(Naraina Vihar, Delhi)

MDH Spices
Parent
Company

Mahashian Di Hatti

Category
Sector
Tagline/
Slogan
USP

Food processing and products

Foods and Beverages

Segment
Target Group
Positioning

All users of Spices

Users of Traditional spices
Traditional spices of India

Asli Masaale Sach Sach MDH

Unique traditional blends of spices
STP

Awards &
Achievements

ITID Quality Excellence Award By Shri Pranab

Mukherjee
Arch of Europe" Award for excellence in quality in
Paris.
Dadabhai Naoroji Award from Sh. T.N.Chauturvedi

 The total spice market in

India is about Rs 40,000
crore
Rs 5,500 crore is branded
market.

Sales

In the branded segment,

MDH is the leader with a
seven per cent market
share whileCatch spices
command three-four per
cent of the market.
All other players, MTR,
Everest and in-store
brands have a share of
three-five per cent each.

MDH
Everest

Catch
Other smaill brands

 Hard work, Dedication and keen interest in

whatever you pursue gives your results
definitely

Managing and organising business is not

confined to the boundaries of an institution.
The core competence of a businessman and his
strategy lies in staying grounded when climbing
the success ladder.
He demonstrated this by contributing to the
society by establishing schools hospitals and
other institutions

LEARNINGS FROM LIFE

OF MAHASHAY
DHARAMPAL

LEARNINGS
Gulati ji emphasised on give to the world the best
you can and the best will come back to you
automatically

Your business will never die if you have that inner

strength and zeal to continuously achieve targets and
set new goals

In order to be a good marketer or a brand

ambassador you need to put the product identity
before your owns and let the products brand image
speak for you.

CONCLUSION
In the era where the product and brand is
being positioned because of the celebrities , It
is worth to point out that MDH - as a brand
and its products has gained its significance
only because of its QUALITY and the
simplicity of the man behind this MDH.
His favorite quotes "The Magic of Thinking
Big" & "Every Problem comes with an equal
opportunity is held true by his way of
working.

THANK YOU
FAS Group C2